How can you use controversy in your marketing to help grow your following...
Russell Brunson: What's up everybody? This is Russell, welcome back to the Marketing Secrets Podcast. I think in the five years I've been doing a podcast, I've only once ever interviewed somebody else and so this is the second interview on the show. And I'm excited because today our special guest is Nicole Arbour, if you guys follow her on socials, she's amazing. And she's actually here in Boise today at ClickFunnels headquarters. We are making a funnel with her, which is like, that's all I want to do with my life, so it's great. And then I was like, "Can we pull you aside and interview you for 30 minutes or an hour?"
I don't know how long we're going to go about her as a marketer. Because I know you get interviewed, you're on Rolling Stone, all these things about the stuff you're doing, but I've never heard someone just pique your brain on the marketing side because you're an amazing marketer. You have videos that go viral every five seconds and I wanted to talk more about that stuff, because that's what's fascinating to me and to my world. So first off, thank you for hanging out, this is awesome.
Nicole Arbour: Are you kidding? Thank you for having me. Everybody on my team knows I've been so excited to work with ClickFunnels. I'm like, "I'm at the Mecca of the people who know how to do this." Yeah, you're fricking awesome. This is great, thanks.
Russell: Oh, so cool. Actually, you want to talk about what you're creating?
Russell: This is actually really exciting. I don't know if a lot of people know this side of your story because they see your videos, see you going viral. But what, 10 years ago, you were disabled and struggling in pain and stuff like that. So, why don't you tell me what you're building.
Nicole: Back to 2014 is when I started getting up again. So I still get culture shock. 2008, I was in a car accident that rocked my body. It was really difficult for me, I ended up in severe chronic pain, worst chronic pain. And then it got to the point where I couldn't walk on most days. I had TMJ so bad, I crushed my own teeth in my mouth while I was sleeping. And yeah, it was ... I just wouldn't even wish it on my worst enemy, I wouldn't do it. And then the nerve pain was so bad and nerve damage that it went through my hands, and this hand was a claw most days.
I couldn't do 90% of normal activities and spent most of my 20s in bed and on disability. And then eventually, we were just talking about this, I smile when I say it now because I know where I got to, but it's such a dark story. It got to the point where I was going to commit suicide because I got the disability certificate for life and that's hard. They say you have to, "Oh you have to try to get this for you," but once you get it's like, "Oh, you just won the worst contest ever," for real.
Russell: It's not an award you want to win.
Nicole: No, I don't want that. And when I saw it, I was like, "I can't live like this. The pain isn't changing. All the doctor's appointments aren't helping, nothing is helping me." And I was going to commit suicide because I thought it was the only way out. And as I have said this before, I heard the voice of God who sounded like Denzel Washington in my head, and he was like, "It's not time to give up. It's time to get up." It's like this, We Are the Titans, type thing. And I was like, "Okay."
And took myself to the bookstore with the little bit of money I had, bought a Louise Hay book. I'd never even heard of her, but I was just like, "This is what I'm supposed to get." And started the journey to healing myself from the inside out and switching to natural remedies and remedies that were not mainstream at all. Fired my doctors, as I like to say, like "You guys don't know what you're doing for me. It's not working, bye." And really had to rebuild my entire life, my business, my mindset, and my body, from scratch. And I think it was 2014, I sometimes skew this number. But in March of 2014, I took myself off disability. I was like, "Stop sending this because if you send it, it's a crutch. If I have nothing, then I'm going to have to swim." And by September of that year, I was the most viral comedian in history. So I made myself do it.
Russell: One year.
Nicole: Yep, between March to September. I was like, "Let's go."
Russell: It's funny because in our community, I talk to people all the time about how I feel entrepreneurship's a calling and it's like there's something... Each of us has our own set of circumstances, things that happen to us, positive, negative, whatever, to give us the tools to serve somebody else. And it's interesting because you went through this horrible period of your life where you were in pain and everything, but then you look at it now, it's like now you have the ability now to help other people who are going through that.
Nicole: You're going to help me do it.
Russell: We're going to help you do it and you're going to sell a billion copies of your course and you're going to be the first person to get a three comic club award.
Russell: That's the plan.
Nicole: That is the plan. Well yeah, that's the course.
Russell: So cool.
Nicole: I was going to do these other courses, which I shot them too, but I went, "What am I an expert at?" I again heard that voice of God and it's getting through chronic pain and people are not going to teach people this method because people have not lived through it. So, a doctor telling you to do something is based on a book they read or something they watched. I've lived it, I've experienced all of these different kinds of treatments and I condense everything I learned in all those years into seven weeks. And we're going to help market that to everybody!
Russell: And what's cool is, yeah, you've built this huge platform and I think most people follow you for different reasons. There's comedy, there's funny things, there's that smart thing, there's so many things you're doing. But also then, you have this huge platform now, you're like, "This is what I want to focus on." You're going to help so many people with that. And then you've got so many other things you're going to be doing, as well. So it's exciting.
Nicole: It is exciting. It feels like this is my Mr. Holland's Opus.
Russell: Okay, so I want to talk about as you were coming out of that, right? And you said that was, you said March or May?
Nicole: That was March and then by September.
Russell: So in that window time, what was going through your head? You were like, "I'm going to go and become a viral comedian, I'm going to do these things," or was it strategic? Was it just something happened and it was magical, what?
Nicole: There was no magic, every single thing was planned.
Russell: Everything you plotted.
Nicole: Yeah, it was because I had been doing marketing for years. I stumbled into it by accident. I've told this story before. I was hired by Molson. Do you know what Molson is? Molson Canadian, so it's the top beer in Canada.
Nicole: It's a Coors, Molson and Corona are all the same company. And they hired me to do this Cross Canada tour. I'm the host being funny. I was on the top TV show in Canada on our version of MTV at the time. And they wanted me to do all these commercials. And then I do this tour right across the country with huge bands, surprise band every night type of thing.
When they gave script for these commercials, I was just like, "No." And I didn't know at the time I wasn't supposed to say anything in these marketing meetings when I'm just the talent sitting there. So it was all these marketing dudes and the CEO of Molson and they were like, "Okay, and then she's going to say this." And I was just like, "Ugh." And the CEO looked at me, he goes, "What?" I'm like, "No, you guys are using slang that college kids used three years ago. This is so bad. Nobody's going to say you weren't funny or the writer wasn't funny. They're going to say I'm not funny. And I don't like it and I'm funny and I don't want to do this."
And the CEO's like, "Well, what would you do?" And I'm like, "Well actually." And I told him and then they bought it from me and then they bought the next thing from me. And then Virgin Mobile called me and I helped with the launch of Virgin Mobile in Canada. And it just went from person to person to person. "Hey, call Nicole. She knows what to do." I had a viral video, I think it was, oh man, it was probably 2008, was the first viral video I had. And that was with Virgin Mobile and we did a Christmas video.
Russell: This is before the accident?
Nicole: This is before the accident.
Nicole: Oh no, that was right after the accident. So I was hiding that I couldn't do stuff. It got worse and worse and worse. So by 2008 I was still like, okay-ish, hiding some pain and then it got worse, but yeah.
Russell: I want to point out something you said, because I don't know if you knew you said or not, but from a marketing standpoint, I think what you're so good at, and you can watch this if you follow you socially, is you're so good at getting in the mind of where people, the conversation that happened in people's mind right at that moment. You know what I mean? Which is what you did with those ads. But you watched yourself socially, like you always... And we're going to talk about controversy, that's the whole point is controversy marketing. You find these controversial topics.
Russell: They're like, "Huh." And then you say things like, most of us are thinking that, but no one will say those things.
Nicole: Everybody’s liar.
Russell: You're so good at finding that, you just so, I don't know, in tune or you feel the pulse of the market and the world and like, "I'm going to talk about that thing that no one wants to talk about. We're all thinking it."
Russell: And just bringing it out. Which I think is what, it's fascinating because it's not so much the going viral or these things is like, "I got to be super..." Not the creative, but it's like you got to understand, maybe I'm wrong, but what people are actually thinking and being willing to actually say it.
Nicole: Yeah, I realized because I was disabled and I was like, "I actually have a giant opportunity here right now. I don't have an employer. Nobody can fire me. I already have a ton of medical debt so it's not like I'm going to lose money. I'm already at the end, whatever. I have no credit, I got nothing." So I made a list of all the truths that I wanted to tell that I think people are too scared to talk about. And I was like, "If I was going to die tomorrow, this is what I want to talk about with the world." And I went through that list and then I thought of topics that people are too scared to talk about. And some of them I put online, I'm like, "Do you guys want me to say this or talk about this one or this one next?"
And I just set it up like I always do, it's a baseball lineup. So as you know with your baseball lineup, you're not putting your best hitter first, that doesn't make sense. Load the bases, get all the points. So I put the first video out, it was about Instagram models because we were all thinking it at the time. That video went viral.
Russell: What was it called?
Nicole: Dear Instagram Models.
Nicole: Yeah, I started writing my letters to the world. That's literally what it was, letters to the world, wrote that. I did the editing technique that I had done on the TV show I was on, way years earlier. There's some speculation that I fine tuned or invented the jump cut.
Nicole: I don't know, I don't want to take the full credit, but nobody had done it like that before.
Russell: Take the credit.
Nicole: I'll take the credit, sure. If someone wants to challenge me on it.
Russell: As the inventor of the jump cut, Nicole Arbor wants to tell us about it.
Nicole: As the inventor of the comedic jump cut, so everyone was doing their videos in a certain way. I was like, "No, I'm going to do it like this, I'm going to tighten it up, I'm going to use sound bites," because I had been studying NLP to help me with all of my pain. So I was like, "I'm using NLP, I'm going to repeat the messages that I want them to think of again later on in the video. And I'm going to hit them again with what I hit them with at the beginning. So they leave with what I want them to leave with. That's what you're going to discuss at this video." And I started with the Instagram model one. I did a relationships one, one other, which I considered a bunt, I only wanted that one to get a million views. I was like, just one more just to show this is not, this isn't the, "Whoops, she did it again." And then I posted a little photo of pointing to the outfield, Babe Ruth. And the next video came out was Dear Fat People, knocked them all around.
Russell: Was it September that one came out?
Nicole: End of, might have been end of August or early September, yeah. And then the one right after that went viral too. And the next and the next and next and I just kept going through the batting order.
Russell: Yeah, crazy. So that was my first introduction to you was Dear Fat People video. It came-
Nicole: And we're here now, so you thought it's funny.
Russell: I don't... Yeah, it was amazing. But it was funny because I don't remember what happened. When things go viral, people start sending it to you people, that's what happens, right? I don't remember what happened, but somehow multiple people send to me one day and I'm like, "What is this?" And I watched it, I was like, "Oh wow."
Nicole: What did they say when they sent it, do you remember?
Russell: It's huge not much, I hate check this out. "Oh my gosh. You see this? Have you seen Nicole Arbour I watched this video over."
Nicole: That's funny.
Russell: It's like, "Dear Fat People, oh no." You know what I mean? And you watch it and it's interesting because yeah, you're in the conversation. There's things that are true, there's things that are scary, there's things that are controversial. All those things are all happening, which I think is what causes this. And there's super people that are really angry. I was reading the comments and people who just think you're the worst person in the world and people who are loving you like, "Finally, someone said it," and which causes the engagement, all these things. But, I don't even know what to ask you other than just what were you feeling during that time, were you scared, were you excited, were you nervous? I can't imagine.
Nicole: It was so weird because I was on my way to do a show at the Royal Palace in England and I was booked for that show based on the three videos prior and Dear Fat People just came out. So I'm in England by myself about to do this huge show literally at the Royal Palace. And this video's going bananas and it's going bananas. I remember opening a newspaper in the UK and I was in it and I'm like, "Oh that's weird," and then...
Russell: You’re hiding behind the newspaper.
Nicole: Yeah, "That's okay." And then a friend called me, they're like, "Hey, you're on Access Hollywood. Hey, you're on Entertainment Tonight. Hey, you're on this. Hey the views talking about you. Hey this, this, this." And I'm like, "Oh, I'm good at what I do."
Russell: Life is going to change for you.
Nicole: Yeah, I thought that but I'm like, "Ah, it worked. I knew exactly what I was going to do. Now they're talking about the topic and the actual problem," which is a real problem in America, still is. And it worked, yes. And the only thing that made me be like, "Yeah, oh my gosh," was when I had a couple family members that were like, "Oh no, some people are hating on you." I'm like, "Yeah, well that's been since high school." That didn't actually affect me that much because I'm a seasoned comedian, whatever, you get heckled, it happens, just a lot more of them.
Russell: It's funny, I have the same thing when someone writes something or goes bad negative about me, it's my family members who freak out. I'm like, "I've got thick skin. I'm in Islam. I'm fine with it." If you read all the ads and or the comments in my ads, I'm fine with it. They're the ones always freak out there. It's like, "Oh." You know what I mean?
Nicole: Yeah, they want to protect you.
Russell: "Are you okay?" I'm like, "I'm fine."
Nicole: I was good. I'm like, "You good? We're good, all right."
Russell: A couple things because I think some people thought that you doing that was because you were trying to be a bully or trying to be mean, which I know you and I know kind of story behind, but it's the opposite of that, right?
Russell: It wasn't and I'd love you to talk about that a little bit.
Nicole: Well, thanks. So there was a line, I've talked about this a few times. There was a line at the end of that video that I cut out the last second, and this was a marketing technique. I said in that video, "As someone who's been disabled for X number of years, all I wanted was a body that worked and you have one and if you take it for granted, that's the biggest mistake you're ever going to make." And I took it out the last second of the edit. I was like, "It will not hit as hard if they're going to humanize me, I need to be the villain." And it was really fun because it was the first time in my life I'd ever been the villain. I'd always been the happy, bubbly cheerleader gets along. I don't think I ever had an enemy in my life until I had viral videos. And I was like, "Whoa, there's some power in being, "I don't care. I'm going to say the thing."" And yeah, that's kind of what I did.
Nicole: Because that would've changed it, don't you agree?
Russell: Yeah, for sure.
Nicole: I couldn't have humanized.
Russell: It would have been softer at the end, yeah
Nicole: Yep, couldn't have done it.
Russell: Huh. Okay, so my question, so out of, you remember this? I was looking at buying a brand, actually I ended up buying this called Zuma Juice and it's a green drink. And the first video of the green drink, they launched it and the original cut is amazing, maybe we can show the cut on the podcast. But anyway, it's this person cutting green drink stuff at their house and Fruit Ninja, they're throwing fruit in her, she's cutting it.
Nicole: I love it.
Russell: And that was the person, then they had this lady in a wheelchair with the big old thing of cheese puff. She's like, "Well it's green drink," and she's eating these cheese pop, it's the funniest thing. And then she comes over, her chair's electric, she drives over and they're fighting and it's this funny thing, right? So they launched the video, it goes completely viral and…
Nicole: I've seen that video.
Russell: It hits and then the handicap community came out and freaked out, burned them to the ground. So he ended up pulling the video, editing that clip out, relaunching it and never and just died.
Russell: And then the company kind of and eventually it went away. And then I bought the company and I messaged you because I was like, "I want to relaunch with that video but I'm scared."
Nicole: Okay, here's the thing.
Russell: What would you think? And that's anyway.
Nicole: I have great thoughts on that. So this was actually a part of Dear Fat People and why myself with my personal convictions, religious beliefs, whatever. I'm like, "It is not bullying to tell the truth." That is a lie that we've been sold. It is also not okay to poke fun at everybody as long as you poke fun at yourself, which I do all the time, I'm silly. That video to me, if it's a self-inflicted disability, which is what I consider obesity, there's a couple emotional things that go into it but for the whole, most of the part, it's a self-inflicted disability. You don't get to consider yourself the same as people with disabilities. So I don't think that people would come after you that way, in that way. Or you could just take that little part out of it, reshoot that scene, take the wheelchair out, but just still make it that aesthetic and have them do it.
Russell: Yeah, it's interesting.
Nicole: It scares you, I know, but can I touch on that right now?
Nicole: If it doesn't scare you, you're not doing it right. Every time I'm consulting for people, for brands, for whatever I was like, "If it doesn't scare you a little bit, then it's going to be (beep), and it could be mediocre, go ahead, put out more mediocre ads, that's just brand awareness. But if you want it to rock, it's got to scare you a little bit because it has to induce marketing 101, it has to give some kind of emotion to the audience. And whether that's like, "I hate it, I love it. It made me sad, it made me want to help," whatever it is, if there isn't that ting of "Ah," then you didn't do it.
Russell: Interesting. Do you ever-
Nicole: I want to see it.
Russell: Do you ever, yeah, I'll show it to you.
Russell: Do you ever fear, though, that by cut, by offending that segment that it's going to hurt things or do you, I'd love your mindset or I'm going to be a little aggressive, but then because of that, this side's going to amplify more, you know what I mean?
Nicole: So I haven't found that intelligent people are offended by me, I've yet to find that. I have found that people who weren't going to like me anyways, or they like to project their own downfalls, laziness, insecurities, whatever it might be on to other people like, "I have mad problems with there just me who has them." Those aren't my people anyway and I sometimes sit back and I look at the people I have attracted in my life. I've attracted you, I've attracted massive, amazing people and I like Elena Cardell and we were just talking about. The people around me, I'm like, "Yeah, I'm going the right way. It's okay to tell the truth." And if at any time I think I'm being mean or not telling the truth or it's not comedic, then I wouldn't do it. So yeah, that's my thoughts on that.
Russell: The fascinating thing you told me I remember, was you said that the Dear Fat People video, the people that made the most money from that were all the Weight Watchers. They were buying ads on your video because it was bringing the right people for them, right?
Nicole: Exactly, because they knew that they were watching that video. And it's funny because I ended up doing, I made fun of Fit Tea because if Fit Tea was popping around ish the same years and I did video making fun of Fit Tea and the CEO called me and he's like, "You're right. Want to do an ad for us?" I'm like, "Yeah, I do." So I actually did two rounds of ads for Fit Tea after that. But I told the truth about it and then if people went buy it, that's up to them, but yeah.
Nicole: Nothing I've ever done comes from the angle of I want to hurt feelings to see if that'll enrage people. I don't do rage bait, I don't like it. I think it's kind of gross. There's a lot of TikTokers who do that like, "Look what horrible thing this person does," or "I'm offended," and that's not my vibe, there has to be a meaning behind what we're doing.
Russell: Yeah. Okay, so I want to talk about this. So because again, the marketing standpoint, obviously, we did there was cool, but then now you have people, brands you work with and also your own projects you're working with. I love the mindset is you're going in, let's say you're working with the brand or working with something. How do you come up with the scripts and the ideas and the angles to be able to craft that message? Either the way that I write my scripts, mine are very different than yours that I'm fascinated by writers, how they come up with it. I'm curious for you what your process is.
Nicole: What's the goal, who's our demo? Go backwards. And that's kind of it. What's the goal, is it a monetary goal we have associated with this? Okay, I mean do the math. How many of these do we have to sell to get to that goal? Okay, how many people that would have that price point available right now, could we get to buy, who is that person and what do they like, what do they hate, what do they aspire to be like?
And then I just do that little wheel turn and then I go, "Okay, cool." And the problem solve is so under looked, I love solving problems for people. Even the invented problems that we have like, "Oh, no. I can't, blah blah blah." "Okay, well this product is going to solve that problem for you," or the weight loss stuff, it's so easy. "I want to lose weight, but I don't want to actually have to eat healthy and make meals." "Here's a bar that's going to do it for you." There, we just solved the problem. You just laughed at me. So I just got you to laugh. You're going to remember the funny ad I base on that.
Russell: All right, I'm getting free consulting because I got you on a microphone.
Nicole: That's fine, that's good. I love this game.
Russell: So ClickFunnels, how would you make some for ClickFunnels? What would you do?
Nicole: For ClickFunnels 2.0?
Nicole: Hey, do you like money?
Russell: I love money.
Nicole: Hey, let's make you more money. You have something that's awesome. Why wouldn't we amplify this to more people? Make it faster, you know how many people are lost on your website? Because you make it too hard for them to buy the thing that they already want to get. Ugh, that's kind of stupid. Let's make it easy, stupid. Something in there because...
Russell: Playing off what they're doing now and yeah.
Nicole: Or I love the visual of someone just walking down the street, opening up their wallet, throwing money on the gun, opening, walking in, throwing money on the gun. It's like, "Hey, you apparently don't like money and you're wasting it because you're a website's garbage." Just overplay all the things that people are doing.
Russell: That's cool. Taking the thing and then overdramatizing with they're actually doing.
Russell: That's cool.
Nicole: Once you make people laugh and feel something, you grab them, it's fun. So yeah, that's a good one for ClickFunnels. What are the main selling points for ClickFunnels 2.0?
Russell: The biggest parts are, so ClickFunnels, the original ClickFunnels was about building funnels, which is what people need. It's not necessarily what they want. They want a website, they want a brand, they want a shopping cart, they want all this stuff. And so we always used to make fun of that like, "You don't need those things, you just need this." But when it all comes down to people, they want what they want and so it's like, ClickFunnels 2.0 gives them what they want where you can build a website, you can build a store so you can have your blog, your Shopify store, all that kind of stuff is now in ClickFunnels and then from there you can build funnels and stuff like that.
Nicole: I got it. Okay, imagine a grocery store or we're shooting in a grocery store, but in this grocery store you walk in and it only has apples and you're like, "Okay, I got an apple." And then you're like, "Okay," and then you have to walk across the street to the banana store and buy a banana. Then you have to walk across there and get the like this is stupid, right? Yeah, put it all together, ClickFunnels 2.0.
Nicole: Yeah, it's kind of easy, right? It's just the idea of put it all together and make it as easy as it is to change your social media profile. Even an idiot can use this ClickFunnels 2.0.
Russell: Unless you're stupid.
Nicole: Design by idiots, for idiots. I'm just kidding, I'm just kidding.
Russell: If you wanted to make one so let's go a step back further because with Dear Fat People in some these videos, you're not necessarily selling off the thing you're creating. You talked about you were setting the Grand Slam to get people, when you work with brands, I know, I can't remember you talked about this earlier today. You did a video initially that was just the-
Nicole: Presenting the problem.
Russell: Great controversy and problem and then next came the video. We talked about that whole thing as well.
Nicole: Yeah, so that one was with happn app. I love it and I've done this model multiple times. So with happn app, the first video I put out was, Why Dating Is Fu*ked, and that video, it was just funny, it talked about our online habits, whatever. It naturally got 45 million views just on Facebook organically.
Russell: Is that on your personal profile or their profile?
Nicole: That was on my profile.
Nicole: So didn't mention the brand at all in the first one because it's not a commercial, it's just comedy and we're just talking (beep). So once it hits to that 45-million mark and then more on the other platforms too, then I released a week later the how to fix it, which is happn app. You're actually going to meet these people because when you walk by them then you get a, "Oh, that's who that person is," like a little ding on your account. And doing it that way by being like, this is (beep) up. Hey here's how we can solve this problem, they slaughtered. They did so well. They did so well, they stopped telling me how well they did because they knew I'd have to renegotiate my contact. So I was like, "Oh, that's how I know it," yeah.
Russell: Can I ask how and now I don't need actual numbers, but it's conceptually how do you as someone who's doing that, because you're doing the influencing, you're writing scripting, you're doing video. How do you get paid in a situation like that just so people know if they wanted to go find somebody to work with, what does that kind of look like now?
Nicole: Yeah, it's changed now. So at first it used to be just like, "Here's just an upfront fee." Now I go, okay, upfront fee, this is for the ideation phase and the whatever. If there's a production cost depending on how the level of the production and then if it's a product that's a newer product and I'm going to help push in the stratosphere, I obviously want some points in the product because let's be partners in this, let's go all in.
And then if it's, that's not available, something like that, I'll never... Oh my gosh, brands, please listen. Do not go to influencers and be like, "Let's do a... You got this percent and use this code." Chances of your back end breaking when I bring volume are really high. Most people say their systems can handle it and most systems cannot handle it. Your website might break, your funnel might break, your website can't handle traffic, it breaks. So while that traffic I just brought you, I'm not going to get paid for so I won't do deals like that and most influencers won't, so just don't pitch that.
Russell: And you're unique from most influencers because most influencers that I know, a lot of my big followings and they do their thing. But you're unique because you're able to write into script and strategize, when I don't think most of them have a marketing mind, do they? Or have you noticed that?
Nicole: No, they don't. Yeah because a lot of them call me and I help them. Yeah, for real but I'm happy to. And all the people who made fun of me for making YouTube videos years ago, they come to me now.
Russell: You got to make an agency just teach or scripting out all the stuff for the other influencers because I wish there was more of that, that we could maybe there is, I don't even know about it. The network of you going, "Here's all the influencers you can tap into" and figure out those kind of things where they write a script, that kind of thing.
Nicole: To me, that would be epic. That would be an Avengers type of thing. So here's the different genres of influencers and here's how you could use them and utilize their audience. Oh, that's fun.
Russell: Yeah, because most of the stuff we've done, it's like, we got to know people who had a relationships or whatever and it's one off things versus "That'd be cool to have a place," anyway so there's your next billion dollar idea, so.
Nicole: Cool, thanks. I liked it. Okay, I'm going to have you come help. Okay, sweet.
Russell: Yeah, we'll build a funnel for it, it’ll be amazing.
Nicole: It's click, it's click, yeah. Oh you're going to make me, I'm going to dream about this tonight. I'm like, "Ooh, Click funnels 2.0. What are the problems, what are all the problems to solve? Ooh, what do we do?" I'm going to have so many ideas for you. Yeah, it's going to be fun.
Russell: So I'm just curious, your overall strategy because you do the videos but then it feels like the next phase was you building your brand, you're following and as you were build, how did that fit into it or was that a part of it, initially?
Nicole: It was kind of bananas because it worked too well, too fast. But I was still disabled as they started going viral. So I was getting all of these bookings and I couldn't do them well because I was like, "Oh (beep)." When it came to the Royal Palace I was like, "Shoot, I better get up. I have to go on a plane and go to England." I didn't tell them I wasn't walking most days. I was like, "I'm going to take the prescriptions. I need to be able to do that at the time." But it grew and then I started doing a lot of the consulting and then more of the consulting and then as it worked and I had more success, I would have more and more brands. So the last few years of my career has been 90, 85 to 90% consulting and working with brands and keynote speaking and the Nicole storefront, the real me has not done that much stuff and I'm about to flip that whole model over and focus on the course that we're doing together because that really matters to me.
My podcast because I have cool stories to tell and it's going to be a late night vibe too where I get to do my funny monologues off the top and then...
Russell: That's going to be cool.
Nicole: I'm really excited. And then only partnering on projects I love, we were just talking about, I feature film aspirations and I don't want to just go be in somebody else's movie because that takes three to six months of my life. I'll do a couple cool ones but I want to be writing those and helping direct them. And the music stuff has been helping with that too.
Russell: Yeah, talk about that because that's something you launched a music career on back, it was just amazing when you build your personal brand the way you can, then it opens up so many doors. You're like, "I want to be a musician and a rapper and write books and I want to do podcast." And it opens up so many cool things. But what brought you to wanted to go in? And I know music's kind of your background initially with dancing stuff was.
Nicole: Yeah, I was one of those hardcore choir kids and I took music and through school and not my certificates and all that kind of stuff too. And I always was just like, "I want to do this." And I've written stuff for other people, NDAs prevent me from saying where they went. But I have done some cartoon stuff too and I just always wanted to do it and I'm like, "Well, why wouldn't I?"
There's no permission slip like, "Just go do it," so I did and I told you earlier, I haven't released any of my stuff that I think is my best stuff thus far because I'm going the same way. The first video came out Bitty Bum, I don't know, I think it's 1.3 million views organically just on YouTube, which is kind of hard. And then the second one did better and it's gaining traction in different ways and we've had the biggest record labels in the world reach out to my team now and I'm like, "Hehehe, no wait. Wait, you guys have to hear what comes after that. I'm not going to make a deal when you haven't even heard the good (beep) yet." Yeah, so it's just part of the fun.
Russell: So cool. It's like when you learn the skill set, you can apply it to all the different things.
Russell: That’s what I learned with me, when I learn the skill set, how to do funnels and persuasion and traffic and it's like, we talked about this. I just bought a lady's fitness company, I bought, it's some many things you can apply it to where it's just like for you it's the same playbook.
Nicole: Entertainment is entertainment, marketing is marketing, just do all of it. I look at old school entertainers, those were my OGs, my favorites. The ones who would sing and dance and act and direct. I'm like, "That's the (beep). That's the good stuff."
Russell: Doing it all is so cool.
Nicole: Yeah. Dick Van Dyke, yeah.
Russell: Dick Van Dyke, he's the man. So my next question for you then is, so right now we're in the middle of this cancel culture of everything, right? So it's funny because I think you've done some videos talking about making fun of that like, "Cancel me now."
Nicole: Cancel me harder, daddy. Yeah. I got to make that on a t-shirt honestly.
Russell: But it's curious because some people are so scared like, "Oh, if I do this thing then what's going to happen?" And the repercussions and everything and love you talk about just controversial marketing and even how you're...
Nicole: Hold the line.
Russell: You know what I mean?
Nicole: Hold the line. You will have way more... So as we know, everybody is not your client. Everybody isn't, just is what it is. I think Mario Lopez is a fricking fantastic businessman and entrepreneur and he's so good at what he does.
Russell: He wrestle on Save by the Bell, so I love him because of that.
Nicole: Right? And I remember him saying to me recently, he's like, "My brand is in everybody. I want to be with everybody and whatever." So he never says anything, does anything that is outside the parameters of that awesome Mario Lopez brand. However, that doesn't work for everybody and that's okay. I can't think of the studies right now, but so many are. If you choose a line and you hold it, your audience, even if they don't agree with you, they're like, "Oh, they have balls," subconsciously there's a "Hey, no, that's cool. I don't agree with them on this one."
I have fans who will defend me now even when they don't agree with me like, "I don't agree with her on this one, but I like that she's has the balls and she says it." So when it comes to actual brands, I think you have to get your board, literally your board on board that, "Hey, this is our stance on XYZ" or "We think comedy's comedy and is what it is. We're not going to apologize because it served its purpose." Don't be dicks to be dicks. It's kind of, whatever, but especially in comedy, in an advertising, it's okay to draw lines. If you don't, it won't be successful if it's not like, "We love this, we hate this." That's how it's comedy 101, find a thing and pick an attitude on it. It has to be like that with marketing.
Russell: Interesting. This is kind of a funny side story, but I was in Dean's playing, flying to Met with Tony. It's like a month or two ago when we landed the private airport with the private planes and we could have our plane. And the plane next to us is the Mr. Pillow guy.
Nicole: Of course.
Russell: And he walks out, I was freaking out somebody taking selfies-
Nicole: She's great.
Russell: Trying to show and then I was like, I looked at him because he went through with the whole Trump stuff when hardcore and he got canceled, everyone...
Nicole: Did he get canceled? That's so weird.
Nicole: Actually though, is he canceled?
Russell: Well, I was going to say yesterday I was flying home from Phoenix and the TV guy next to me in first class had the TV on and it was a Mr. Pillow commercial infomercial. I'm watching him, he's pitching this stuff and he is just fascinating me. I was just looking at that because yeah, there was like, yes, he got hit. But also like, "I didn't know who Mr. Pillow was until that whole controversy happened." That was-
Nicole: Yes, exactly.
Russell: Also, now I knew he was Atlanta at airport like, "There's the dude," I've taken selfies from a hundred yards away trying to send my family like, "There's the My pillow guy." And I didn't know who he was until he got canceled. And then now we're talking about on a podcast.
Nicole: Exactly. I've been canceled. We always joke it's, I think we're at 13 times now and, am I canceled? Like, "Oh, she's canceled." "No, I'm not. Ha. I am not canceled." You can't actually do that. And there's going to be people who love you or hate you and whatever. You got to embrace both. Seriously, brands, I know it's the corporate culture. So that's why I love so many entrepreneurs that are leading the charge now that are actual entrepreneurs. And they aren't just a suit doing this because they can say "No, this is a mitigated risk." We've gone through, "Hey, this could be awesome. Some people are going to love it, some people are going to hate it." Everybody doesn't drink Pepsi, that's why there's Coke. It's okay to love and hate stuff. So those are my thoughts on it. Cash me outside, girl. She spun that, she makes so much money.
Nicole: Do you know that?
Nicole: She's a good little rapper too, she's killer. But she spun it into a crazy career and I think she was the top earner on only fans last year, never got naked. She just has that subscription model and she kills it.
Nicole: She went from standing up to Dr. Phil, whatever, it seems to be winning. Even in the political climate too, when people are like, "Oh, we don't want to be associated with this or with that side or whatever." It's like, "Just pick, stand for something or people think you're weak and you stand for nothing." And yeah, I haven't seen it miss, have you?
Russell: In the short term it's so ways it feels like it. But then long term though, it's interesting.
Nicole: It's extra people talking about you, your brand.
Russell: So the thing about this, someone listening who's just got a, I mean most of the people listen to ours are smaller entrepreneurs. They've got a course or product or something, they're trying to sell it and they're like, "Okay, this would be cool. I want to do what Nicole did. I wanted to set up four base, three bases, get them all that and crush something out there." How would you deconstruct that? What's the product we can make up? I don't even know as an example.
Nicole: Give us a product, any product.
Russell: Lady boss. Let's say you just bought a brand new company you wanted to into MLM and you're a dude who owns the company. What would you do?
Nicole: Oh, you're milking me now. Oh gosh, my team's laughing in the corner. They're like, "Don't say it." Well, I would need to know your main products first. What makes you better than your competition, who is your competition? I also love direct targeting competition, aiming and firing. And that comes back to the Adidas-Nike thing. You know that story, obviously. It doesn't go poorly.
Russell: We launch ClickFunnels, that was a conversation because there were our competitors. Our competitors initially was lead pages and it was Infusionsoft and so at our big annual event, we had 5,000 people in the room and we gave everyone t-shirts to say we are not Confusionsoft. And then we could teach it out. And this big thing, so much so that the CEO ended up calling me and yelling at me, "Why do you hate me so much?" I'm like, "I don't hate you."
Nicole: Welcome to the game.
Russell: Batman had the Joker, we got to have someone. And there are definitely people who left ClickFunnels because of that, because they were offended. But then other people loved it, became a thing. And then Infusionsoft literally changed their name to something different because we got everybody in the community mocking them. In fact, I listened to an interview with the owner the other day and he kept talking about it. He said, the owner said Confusionsoft 30 times in a podcast interview. And I was like, "I can't believe..."
Nicole: We did that.
Russell: We did that, yeah. It was crazy. But ever since then I've been shied away where I'm like, "Gah, I haven't..." I don't know why if it's because we got a certain level where I got nervous but it works so well as we were building up.
Nicole: You're the boss in the board room, boss in the bedroom, be the boss of your health, lady boss.
Russell: Oh that's good.
Nicole: Yeah. When it's the ladies, there was the girl power revolution with Spice Girls. But now it's about being sassy and sexy and taking care of your kids and we can do it all and look good in heels. So sometimes that means your time has to be with your kids so you need the bar to take on the road with you on the way to the gym. There's the key messaging that goes towards women that I don't know if your other people you talked about will be able to hit it. I'm just saying, you got to play on that lady boss thing, that's so fun.
Russell: Yeah, so interesting.
Nicole: That's really fun. So if I were to deconstruct that, I wouldn't just do one ad. I know some people say that. I like a series of ads, not just to test them across, but because your demo isn't just one thing usually. And then you can hit different people. So in the first video, for example myself, I hit people who were making fun of that Instagram culture. Second video, I hit everybody who was married because it was about divorces. The third one, I got to really look up what that third one was because I forget, and then the fat people one was different. And then...
Russell: Your religious people.
Nicole: Religious people, that was, no, that came after.
Nicole: Yeah, but the religious one too, there's people who are very religious and people who think it's stupid. I got both of them in that video. So if your ad is only hitting one tiny demo...
Russell: Looping in segments of the market.
Russell: To attention around you,
Nicole: Come on in.
Russell: And then coming in and like...
Nicole: There's your staff member who's like, "I'm a vegan, sorry." So he obviously remembers I was talking about vegans. I still like him. He's a little thin, little malnourished looking, but whatever.
Staff Member: I'm working on it.
Nicole: Yeah, we all have hobbies and do silly things. I'm going to get, I'm just going to send you some dead animal, okay? Just like, "Take a bite out of it. Dude, you look like you've jaundice." I'm just kidding. Look, I'm just kidding. You look nice for a sickly person. But just that, someone's going to laugh at that and buy carnivore crisps, they're my favorite. Use my code Arbour20.
You did? I went, yes.So I was in Melody's car melody that we both love from doTERRA. I was in her car yesterday and actually in her pantry. She has a whole carnivore crisp section now.
Russell: Oh really?
Nicole: For me.
Nicole: Did you see my ad for car crisps?
Nicole: You did. I did it in five minutes because I looked on my counter and I went, by the way, I didn't ask if we could swear. Can we swear? Can you guys bleep? Okay, cool because I swear. I looked at my counter and I was like, "(beep)" I ate all the product before I made the ad. Well, that's the ad.
Russell: That was the actual ad.
Nicole: So it was just a selfie video of me being like, well I was supposed to do this thing for kind of a crisp but beef brisket. It was really good, I ate it. Next one, these were the crunchy whatevers, I ate them. I ate this one too and I also ate those. They're good because I ate them, my code. Sorry, Carnivore crisps. And it was their highest converting ad they've ever had. And it was just a selfie video.
Russell: That's crazy.
Nicole: It was fun.
Russell: So then when they ran the ad, they ran it. You posted it on your social?
Nicole: Oh, there's so much that you could do with Lady Boss because challenging women to be part of it is really fun. There's challenges you can do and funny things. Do you remember the baloney that people were sticking baloney their kids' heads?
Nicole: It seems like there's something that the moms could be doing with the bars or some kind of products or something. There's just so much fun you can have with a female brand like that.
Russell: Man, we now, you need to be the consultant for all this stuff. That's so cool.
Nicole: It's fun. I told you I'm very selective so we'll have to talk.
Russell: We'll talk afterwards.
Nicole: I'm doing my stuff too. Yeah.
Russell: So the carnivore ones, they post on your social, they take that creative and run as ads somewhere else also? Or is it just off your-
Nicole: They were putting it on their socials as well too. And they were such a baby brand. I was just like, brand new, brand new. I was just like, "I know you can't afford me. I just want to do this because it keep sending me your product. We'll figure it out."
Russell: Lifetime food for food.
Nicole: Yeah, actually. And I was like, "Sure, I'll take a... We'll figure it out." That's the only brand in the last ever that I'm like, "Just, I believe in this product and this company. It's the best, it's so good." I want to take it over eventually or something. Yeah, so good. It's so good. You eat meat?
Nicole: Okay, I'm going to send you some. It's so delicious. You're going to get hooked.
Nicole: Yeah. Oh, it'd be great too. It's a series of ads with no sound in them whatsoever. Just maybe in audio time, just at the end. Just like a situation and it's the only ads out there with no sound. And then you can show a product, a series of them.
Russell: That's interesting.
Nicole: Soundless ads, those are fun.
Russell: To kind of go back, you were saying earlier about how you leave it there and you leave. I found that when I'm speaking or if I'm selling from stage, if I try to tell somebody something, then they feel like I'm telling them something. It's like, "Oh, that's what Russell thinks." So instead, if I can create a story or an environment where then Austin, they think it and they have, then they thought and I didn't think it and then they're more likely to move and persuade, run the back and buy the thing or whatever. And so it's like, how do you create stories like that? I've never tried it from an ad standpoint, but from when I have a captive audience in a room, I can do that really well. I can tell a story, lead them somewhere.
Nicole: I've seen you do it, you're so good at it.
Russell: And then stop, and they go and take it. And oh, and they have the epiphany at the end. We're like, "Oh, I'm in charge, that was my thought."
Nicole: Yeah, that's like callbacks and comedy. That's the exact same.
Russell: Explain that for me.
Nicole: So a callback in comedy for those of you who don't know is the technique where I've already said the punchline. And then later on in my set, I'm going to circle back to that same punchline. Why? Because the second time you do it, the audience is like, "Oh, I didn't know what you were getting to." The audience feels smart by the... You can do it in three, fives and sevens. So you get to that third one. There might even be a moan on the third one. Like, "Oh, I did it again." You get to that fifth one, they go (beep) nuts.
Go back, watch Eddie Murphy. Any of the big comics, it's always at 3, 5, 7 and I do that in ads as well with people.
Russell: Interesting. I've seen do it before. I didn't know it's called callback. That's cool. And you do feel, yeah... It's similar to Super easy, barely an inconvenience, Ryan George. Do you know him? Are you friends with him or do you follow him?
Nicole: Ryan George. No, but I will.
Russell: On screen has channel called Pitch Meeting and it's like, it's the best thing on YouTube, but it's him talking to himself, The one-
Nicole: Oh that's amazing.
Russell: One, he's the writer who just wrote a new... "I just wrote Avengers end game," and then he's pitching to the producer and then go back and forth. But they have the same, he's done 500 episodes.
Nicole: And then people die but they don't actually.
Russell: Yeah, oh it's so funny. You would love it from a, he's a great comedian, but every time, all 500 episodes, you have three or four. Each character has the same line. It's like, "Now I've watched all 500 episodes every single time I'm waiting, waiting." And you're like-
Nicole: And he just arrived.
Russell: Like, "Yeah, he did it." And you all freak out and we're all laughing. It's like that buildup just waiting for the line every single time anyway.
Russell: Super fascinating.
Nicole: You didn't get the joke because you're malnourished. See? There, it worked. Yeah. I'm sorry, vegans have feelings too. I've heard.
Russell: So they say.
Nicole: I love you fighting your laughter. That's actually my new favorite thing.
Russell: Because I... He's right here, I love Sam.
Nicole: You're like Nicole don’t, but it's funny, your face is hemorrhaging.
Russell: That's probably how I watch most of your videos. Oh my gosh, I have to say that. They're like, "Ah."
Nicole: Someone get him a Squatty potty, just kidding.
Russell: We have, no, not here.
Nicole: Oh my gosh.
Russell: We did get Squatty Potties all over my house though. I'm a sucker for good ads, good ads. We have to, I need to support them because the ad was so good, so.
Nicole: I feel that way too. I want to buy it, take my money. You're funny.
Russell: Take my money. So Nicole, you're the first person to be in this room, so-
Russell: I don't, we're not telling people we're in a secret location and we're keeping a secret because someone's going to rob me.
Nicole: I don't even know where I am.
Russell: I would say, conservatively, in the last 12 months, I've probably spent $6 million on books. So you're in the middle of some of the most rare cool books. But I'm curious for you, so the first book you read, what was it called, when you were sick and you went into the library and you bought-
Nicole: Bought the Louise Hay, You Can Heal Your Life.
Russell: Yes. So I'm curious, after that book, were you into person prior to that or was that the first?
Nicole: Nope, that was the first.
Russell: So what other books based, personal development things, have you read or audio books, whatever, that had a big impact on you. Do you have favorites or?
Nicole: I do. So I think Louise Hay is an OG. I know people say bad things, but who cares? I love Joel Osteen, I love his books specifically. I think they're really helpful. Joyce Meyer is my homegirl. Do you know her? Are you familiar? She's a preacher, a female preacher and her books are just awesome because she has the voice of a comedian, like an old female, like a Joan Rivers, comedic voice in the way she types even mixed with, she's a Christian preacher, so she's teaching you lessons and stuff from the Bible, but she's given real dirt on it and being funny. So I freaking love all that stuff and she tells it like it is. So I always like that.
Russell: That's cool. By the way, I met Joan River and I have a picture with her.
Nicole: Do you really?
Nicole: One of my regrets. You're like, "I got that one. I collected that Infinity Stone." One of my kind of regrets, but life is what it is, is that I didn't understand her comedy while she was alive. I always was like, "She's just mean. She's just mean." And I didn't get the Art of the Roast that she was such a fricking phenom at until years later. I think I was just too young to understand it maybe. But now I'm like, "Hoo, she was good and she was right and she was ahead of her time, she's great." And then bookwise, like Don Miguel Ruiz, I love him and I love The Alchemist. I told you I've read it so many times I forget. But anytime something big happens in my life, I go back and read it. I buy everybody who has a baby the same book and Oh, the Places You'll Go! by Dr. Seuss.
Nicole: Have you read that? Guys, you got to reread that book.
Russell: A long, long, long time ago.
Nicole: When you read that now, you're like, "Whoa, that's knowledge bombs." And I get that for everybody who has a kid. And I always write them a big letter in it about what was going on at that time, about their parents and about who I am in their life and all that kind of stuff. Give them a little wish for the future. But that book gives you a lot of awesome lessons. And just like this, it talks about haters, it talks about how you're going to fail sometimes and that's okay and just be brave and go for things. And I get chills thinking about that. Dr. Seuss knew what's up. And then one time this guy gifted me a trilogy, but there was four books in it. It's right here. Isn't it?
Russell: Hey, three, four, yeah.
Nicole: It literally says The Secrets Trilogy on it. I got to pick this up. It also weighs 70,000 pounds. I use this as a weight as well. It's The Secrets trilogy but there are four books.
Russell: I have the Instagram story for doing that, you should weave that in, yeah.
Nicole: It makes me laugh. Those are some of my favorites and Laws of Success. And I've read Tony Robbins stuff and I've gotten into everything I can get my hands on to. Similar to you, I just love learning that side of it. And I have to reset myself because (beep) goes on in life and in business and whatever and I'm like, "I need to reset." And then I go back and I'm like, "Oh yeah, this happens to everybody," and keep your mind focused and...
Russell: Always a constant reset. It's a lot of chaos, right? Everything starts and it gets more and more chaotic and you need to reset it. And then that's just constantly in all parts of life, so.
Nicole: Is that why you're out? Not right now because I'm not disclosing where we are. You're welcome. But is that why you prefer to have your main business in a state that's more chill? Is that part of it? Does that help you with the chaos?
Russell: Not necessarily more so, which is why I was, yeah.
Nicole: You’re just like, I'm here.
Russell: Yeah, I'm in Boise. I don't want to move, so.
Nicole: Yeah. Okay, cool.
Russell: Yeah. But I love it here because I mean, it's hard to get here.
Nicole: Yeah, yes it is.
Russell: There are no direct flights to Boise.
Nicole: There's no flight, we were booking, we were like, "Nobody gets there. We're going to have to fly ourselves."
Russell: Basically, yeah. I knew you get, yeah. Grant tried to sell me his private jet a year ago and I was like, "That would not fit in Boise. That's like the size of Boise Lake. It wouldn't work anyway," but it would've been amazing.
Nicole: Fair enough, yeah.
Russell: So last when ask you, and this is actually, I know we just met today personally, so it's been really cool getting to know you but-
Nicole: Internet friends.
Russell: Well yeah, I'm watching you for years, but I'm really excited for you and I'm sure you understand how big I think this is going to be the biggest thing you've done so far is actually the podcast. Because the podcast is such a distribution channel and everything you do socially is amazing. You build huge following but those things come and go because of algorithms and because of annoying things where I feel you're taking this energy and this built up momentum and putting it into a show that I feel like is going to take you anyway. So I'm excited for you.
Nicole: Cool, thanks.
Russell: But talk about that a little bit, talk about the show because I think it's a big deal.
Nicole: I appreciate that so much. And you were the umpteenth person who said that to me and I think there is so, which is exciting and thank you. And I think there's something to be said about me in long form because everybody who may have a preconceived notion of me, the second they are actually in conversation or in a room with me and it's like long form conversation, they're like, "Oh, oh you're not. Oh, okay." Or "Oh."
Russell: I thought you were this 22 second video that I saw.
Nicole: Yeah, exactly. "Oh, you're smarter than you look." I'm like, "Yeah, I get that a lot." But I just think it'll just kind of open people. And I like exploring humanity too. I don't want to just be a click bait sound bite, that's not even me. It's just a fun game. So the show is, it's called the Arbour Effect, like AA, and it starts with a monologue type of thing. I'm going late night styles because gosh I love those old late night guys, it was so good. And then after that we have a guest and I like to keep it topic based. So whatever I'm doing my monologue on is what the guest is going to be on. And I would love to have you on.
Russell: I would be insanely cool.
Russell: Be honored.
Nicole: Yay. I'm like, "What topic will it be like?" Because there's so much we could do, but we'll hone it in and I'm super, super pumped and the list of guests is so massive. Someone asked who's the number one guest I want to have on? Because I know I can get all these super cool people that I'm friends with and whatever, which is great. I'm excited. But the number one guest that I want is the Pope.
Russell: Ooh, that'd be cool.
Nicole: I want to ask the Pope via his translator some very specific questions that I think would alleviate a lot of fighting, especially in America because people hide behind religion as a reason to do this to people, I've seen a lot, which is the opposite of what we're actually supposed to do with religion if you're following it. And I just want to be like-
Russell: If you actually heard what Christ said… Yeah.
Nicole: Yeah, was Christ super judgy or did I miss that part? He flipped a table once, fair enough, we all have. But I'm flipping this after. But yeah, I just think it would be really cool to go straight to the head of that source on earth and be like, "Here's the questions, here's the things that people keep fighting about in the name of religion. Let's say you."
Russell: That'd be really cool.
Nicole: That's my number one. That'd be so cool, right? I want to put it out there.
Russell: Yeah, how would you get that? Who's the connection point? Tony Robinson. Tony knows everybody.
Nicole: Tony knows everybody.
Russell: He'd be the one.
Nicole: That's fun.
Nicole: I'll call Jairek to call his dad to call, I'm just kidding. Well, I don't even need that extra one. I'm sitting with you. You're like another leg of Tony's? Yeah.
Russell: Oh that's so cool. Well thanks for coming to Boise, thanks for hanging out. Can't wait to your funnel live and-
Nicole: Oh my gosh.
Nicole: Being free by 23, let's go.
Russell: This thing again. You spent eight years struggling with this. Figure out the solution and I'm excited to get it to more people.
Nicole: Me too.
Russell: It's going to be so cool. I’m proud of you.
Nicole: Thank you with your help.
Russell: Excited for you, yes.
Nicole: Thank you so much.
Russell: Thank you.
Nicole: This is awesome.