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So even the people that follow the topic closely are stunned by the digital landscape that engulfs our children, how quickly it evolves, and the potential social cost. Two people in a unique position to explain all this are our guest today, Jeffrey Chester and Kathryn Montgomery, both from the Center for Digital Democracy. Jeff is executive director of the Center, and Kathryn is its research director and senior strategist, as well as professor emerita of communication at American University. Jeff and Kathryn have been pioneers in this work and have been uniquely strong voices for protecting children. Interview Summary Let me congratulate the two of you for being way ahead of your time. I mean the two of you through your research and your advocacy and your organizational work, you were onto these things way before most people were. I'm really happy that you're joining us today, and welcome to our podcast. Kathryn, let me begin with you. So why be concerned about this digital landscape? Kathryn - Well, certainly if we're talking about children and youth, we have to pay attention to the world they live in. And it's a digital world as I think any parent knows, and everybody knows. In fact, for all of us, we're living in a digital world. So young people are living their lives online. They're using mobile phones and mobile devices all the time. They're doing online video streaming. They form their communications with their peers online. Their entire lives are completely integrated into this digital media landscape, and we must understand it. Certainly, the food and beverage industry understand it very well. And they have figured out enormously powerful ways to reach and engage young people through these digital media. You know, the extent of the kids' connection to this is really remarkable. I just finished a few minutes ago recording a podcast with two people involved with the Children and Screens organization. And, Chris Perry, who's the executive director of that organization and Dmitri Christakis who was with us as well, were saying that kids sometimes check their digital media 300 times a day. I mean, just unbelievable how much of this there is. There's a lot of reasons to be concerned. Let's turn our attention to how bad it is, what companies are doing, and what might be done about it. So, Jeff, tell us if you would, about the work of the Center for Digital Democracy. Jeff - Well, for more than a quarter of a century, we have tracked the digital marketplace. As you said at the top, we understood in the early 1990s that the internet, broadband what's become today's digital environment, was going to be the dominant communications system. And it required public interest rules and policies and safeguards. So as a result, one of the things that our Center does is we look at the entire digital landscape as best as we can, especially what the ultra-processed food companies are doing, but including Google and Meta and Amazon and GenAI companies. We are tracking what they're doing, how they're creating the advertising, what their data strategies are, what their political activities are in the United States and in many other places in the world. Because the only way we're going to hold them accountable is if we know what they're doing and what they intend to do. And just to quickly follow up, Kelly, the marketers call today's global generation of young people Generation Alpha. Meaning that they are the first generation to be born into this complete digital landscape environment that we have created. And they have developed a host of strategies to target children at the earliest ages to take advantage of the fact that they're growing up digitally. Boy, pretty amazing - Generation Alpha. Kathryn, I have kind of a niche question I'd like to ask you because it pertains to my own career as well. So, you spent many years as an academic studying and writing about these issues, but also you were a strong advocacy voice. How did you go about balancing the research and the objectivity of an academic with advocacy you were doing? Kathryn - I think it really is rooted in my fundamental set of values about what it means to be an academic. And I feel very strongly and believe very strongly that all of us have a moral and ethical responsibility to the public. That the work we do should really, as I always have told my students, try to make the world a better place. It may seem idealistic, but I think it is what our responsibility is. And I've certainly been influenced in my own education by public scholars over the years who have played that very, very important role. It couldn't be more important today than it has been over the years. And I think particularly if you're talking about public health, I don't think you can be neutral. You can have systematic ways of assessing the impact of food marketing, in this case on young people. But I don't think you can be totally objective and neutral about the need to improve the public health of our citizens. And particularly the public health of our young people. I agree totally with that. Jeff let's talk about the concept of targeted marketing. We hear that term a lot. And in the context of food, people talk about marketing aimed at children as one form of targeting. Or, toward children of color or people of color in general. But that's in a way technological child's play. I understand from you that there's much more precise targeting than a big demographic group like that. Tell us more. Jeff - Well, I mean certainly the ultra-processed food companies are on the cutting edge of using all the latest tools to target individuals in highly personalized way. And I think if I have one message to share with your listeners and viewers is that if we don't act soon, we're going to make an already vulnerable group even more exposed to this kind of direct targeted and personalized marketing. Because what artificial intelligence allows the food and beverage companies and their advertising agencies and platform partners to do is to really understand who we are, what we do, where we are, how we react, behave, think, and then target us accordingly using all those elements in a system that can create this kind of advertising and marketing in minutes, if not eventually milliseconds. So, all of marketing, in essence, will be targeted because they know so much about us. You have an endless chain of relationships between companies like Meta, companies like Kellogg's, the advertising agencies, the data brokers, the marketing clouds, et cetera. Young people especially, and communities of color and other vulnerable groups, have never been more exposed to this kind of invasive, pervasive advertising. Tell us how targeted it can be. I mean, let's take a 11-year-old girl who lives in Wichita and a 13-year-old boy who lives in Denver. How much do the companies know about those two people as individuals? And how does a targeting get market to them? Not because they belong to a big demographic group, but because of them as individuals. Jeff - Well, they certainly are identified in various ways. The marketers know that there are young people in the household. They know that there are young people, parts of families who have various media behaviors. They're watching these kinds of television shows, especially through streaming or listening to music or on social media. Those profiles are put together. And even when the companies say they don't exactly know who the child is or not collecting information from someone under 13 because of the privacy law that we helped get enacted, they know where they are and how to reach them. So, what you've had is an unlimited amassing of data power developed by the food and beverage companies in the United States over the last 25 years. Because really very little has been put in their way to stop them from what they do and plan to do. So presumably you could get some act of Congress put in to forbid the companies from targeting African American children or something like that. But it doesn't sound like that would matter because they're so much more precise in the market. Yes. I mean, in the first place you couldn't get congress to pass that. And I think this is the other thing to think about when you think about the food and beverage companies deploying Generative AI and the latest tools. They've already established vast, what they call insights divisions, market research divisions, to understand our behavior. But now they're able to put all that on a fast, fast, forward basis because of data processing, because of data clouds, let's say, provided by Amazon, and other kinds of tools. They're able to really generate how to sell to us individually, what new products will appeal to us individually and even create the packaging and the promotion to be personalized. So, what you're talking about is the need for a whole set of policy safeguards. But I certainly think that people concerned about public health need to think about regulating the role of Generative AI, especially when it comes to young people to ensure that they're not marketed to in the ways that it fact is and will continue to do. Kathryn, what about the argument that it's a parent's responsibility to protect their children and that government doesn't need to be involved in this space? Kathryn - Well, as a parent, I have to say is extremely challenging. We all do our best to try to protect our children from unhealthy influences, whether it's food or something that affects their mental health. That's a parent's obligation. That's what a parent spends a lot of time thinking about and trying to do. But this is an environment that is overwhelming. It is intrusive. It reaches into young people's lives in ways that make it virtually impossible for parents to intervene. These are powerful companies, and I'm including the tech companies. I'm including the retailers. I'm including the ad agencies as well as these global food and beverage companies. They're extremely powerful. As Jeff has been saying, they have engaged and continue to engage in enormous amounts of technological innovation and research to figure out precisely how to reach and engage our children. And it's too much for parents. And I've been saying this for years. I've been telling legislators this. I've been telling the companies this. It's not fair. It's a very unfair situation for parents. That makes perfect sense. Well, Jeff, your Center produces some very helpful and impressive reports. And an example of that is work you've done on the vast surveillance of television viewers. Tell us more about that, if you would. Jeff - Well, you know, you have to keep up with this, Kelly. The advocates in the United States and the academics with some exceptions have largely failed to address the contemporary business practices of the food and beverage companies. This is not a secret what's going on now. I mean the Generative AI stuff and the advanced data use, you know, is recent. But it is a continuum. And the fact is that we've been one of the few groups following it because we care about our society, our democracy, our media system, et cetera. But so much more could be done here to track what the companies are doing to identify the problematic practices, to think about counter strategies to try to bring change. So yes, we did this report on video streaming because in fact, it's the way television has now changed. It's now part of the commercial surveillance advertising and marketing complex food and beverage companies are using the interactivity and the data collection of streaming television. And we're sounding the alarm as we've been sounding now for too long. But hopefully your listeners will, in fact, start looking more closely at this digital environment because if we don't intervene in the next few years, it'll be impossible to go back and protect young people. So, when people watch television, they don't generally realize or appreciate the fact that information is being collected on them. Jeff - The television watches you now. The television is watching you now. The streaming companies are watching you now. The device that brings you streaming television is watching you now is collecting all kinds of data. The streaming device can deliver personalized ads to you. They'll be soon selling you products in real time. And they're sharing that data with companies like Meta Facebook, your local retailers like Albertsons, Kroger, et cetera. It's one big, huge digital data marketing machine that has been created. And the industry has been successful in blocking legislation except for the one law we were able to get through in 1998. And now under the Trump administration, they have free reign to do whatever they want. It's going to be an uphill battle. But I do think the companies are in a precarious position politically if we could get more people focused on what they're doing. Alright, we'll come back to that. My guess is that very few people realize the kind of thing that you just talked about. That so much information is being collected on them while they're watching television. The fact that you and your center are out there making people more aware, I think, is likely to be very helpful. Jeff - Well, I appreciate that, Kelly, but I have to say, and I don't want to denigrate our work, but you know, I just follow the trades. There's so much evidence if you care about the media and if you care about advertising and marketing or if you care, just let's say about Coca-Cola or Pepsi or Mondalez. Pick one you can't miss all this stuff. It's all there every day. And the problem is that there has not been the focus, I blame the funders in part. There's not been the focus on this marketplace in its contemporary dimensions. I'd like to ask you both about the legislative landscape and whether there are laws protecting people, especially children from this marketing. And Kathy, both you and Jeff were heavily involved in advocacy for a landmark piece of legislation that Jeff referred to from 1998, the Children's Online Privacy Protection Act. What did this act involve? And now that we're some years in, how has it worked? Kathryn - Well, I always say I've been studying advertising in the digital media before people even knew there was going to be advertising in digital media. Because we're really talking about the earliest days of the internet when it was being commercialized. But there was a public perception promoted by the government and the industry and a lot of other institutions and individuals that this was going to be a whole new democratic system of technology. And that basically it would solve all of our problems in terms of access to information. In terms of education. It would open up worlds to young people. In many ways it has, but they didn't talk really that much about advertising. Jeff and I working together at the Center for Media Education, were already tracking what was going on in that marketplace in the mid-1990s when it was very, very new. At which point children were already a prime target. They were digital kids. They were considered highly lucrative. Cyber Tots was one of the words that was used by the industry. What we believed was that we needed to get some public debate and some legislation in place, some kinds of rules, to guide the development of this new commercialized media system. And so, we launched a campaign that ultimately resulted in the passage of the Children's Online Privacy Protection Act. Now it only governs commercial media, online, digital media that targets children under the age of 13, which was the most vulnerable demographic group of young people. We believe protections are really, really very important for teenagers. There's a lot of evidence for that now, much more research actually, that's showing their vulnerable abilities. And it has required companies to take young people into account when developing their operations. It's had an impact internationally in a lot of other countries. It is just the barest minimum of what we need in terms of protections for young people. And we've worked with the Federal Trade Commission over the years to ensure that those rules were updated and strengthened so that they would apply to this evolving digital media system. But now, I believe, that what we need is a more global advocacy strategy. And we are already doing that with advocates in other countries to develop a strategy to address the practices of this global industry. And there are some areas where we see some promising movement. The UK, for example, passed a law that bans advertising on digital media online. It has not yet taken effect, but now it will after some delays. And there are also other things going on for ultra processed foods, for unhealthy foods and beverages. So, Kathryn has partly answered this already, Jeff, but let me ask you. That act that we've talked about goes back a number of years now, what's being done more recently on the legislative front? Perhaps more important than that, what needs to be done? Well, I have to say, Kelly, that when Joe Biden came in and we had a public interest chair at the Federal Trade Commission, Lena Khan, I urged advocates in the United States who are concerned about unhealthy eating to approach the Federal Trade Commission and begin a campaign to see what we could do. Because this was going to be the most progressive Federal Trade Commission we've had in decades. And groups failed to do so for a variety of reasons. So that window has ended where we might be able to get the Federal Trade Commission to do something. There are people in the United States Congress, most notably Ed Markey, who sponsored our Children's Privacy Law 25 years ago, to get legislation. But I think we have to look outside of the United States, as Kathryn said. Beyond the law in the United Kingdom. In the European Union there are rules governing digital platforms called the Digital Services Act. There's a new European Union-wide policy safeguards on Generative AI. Brazil has something similar. There are design codes like the UK design code for young people. What we need to do is to put together a package of strategies at the federal and perhaps even state level. And there's been some activity at the state level. You know, the industry has been opposed to that and gone to court to fight any rules protecting young people online. But create a kind of a cutting-edge set of practices that then could be implemented here in the United States as part of a campaign. But there are models. And how do the political parties break down on this, these issues? Kathryn - I was going to say they break down. Jeff - The industry is so powerful still. You have bipartisan support for regulating social media when it comes to young people because there have been so many incidences of suicide and stalking and other kinds of emotional and psychological harms to young people. You have a lot of Republicans who have joined with Democrats and Congress wanting to pass legislation. And there's some bipartisan support to expand the privacy rules and even to regulate online advertising for teens in our Congress. But it's been stymied in part because the industry has such an effective lobbying operation. And I have to say that in the United States, the community of advocates and their supporters who would want to see such legislation are marginalized. They're under underfunded. They're not organized. They don't have the research. It's a problem. Now all these things can be addressed, and we should try to address them. But right now it's unlikely anything will pass in the next few months certainly. Kathryn - Can I just add something? Because I think what's important now in this really difficult period is to begin building a broader set of stakeholders in a coalition. And as I said, I think it does need to be global. But I want to talk about also on the research front, there's been a lot of really important research on digital food marketing. On marketing among healthy foods and beverages to young people, in a number of different countries. In the UK, in Australia, and other places around the world. And these scholars have been working together and a lot of them are working with scholars here in the US where we've seen an increase in that kind of research. And then advocates need to work together as well to build a movement. It could be a resurgence that begins outside of our country but comes back in at the appropriate time when we're able to garner the kind of support from our policymakers that we need to make something happen. That makes good sense, especially a global approach when it's hard to get things done here. Jeff, you alluded to the fact that you've done work specifically on ultra processed foods. Tell us what you're up to on that front. Jeff - As part of our industry analysis we have been tracking what all the leading food and beverage companies are doing in terms of what they would call their digital transformation. I mean, Coca-Cola and Pepsi on Mondelez and Hershey and all the leading transnational processed food companies are really now at the end of an intense period of restructuring to take advantage of the capabilities provided by digital data and analytics for the further data collection, machine learning, and Generative AI. And they are much more powerful, much more effective, much more adept. In addition, the industry structure has changed in the last few years also because of digital data that new collaborations have been created between the platforms, let's say like Facebook and YouTube, the food advertisers, their marketing agencies, which are now also data companies, but most notably the retailers and the grocery stores and the supermarkets. They're all working together to share data to collaborate on marketing and advertising strategies. So as part of our work we've kept abreast of all these things and we're tracking them. And now we are sharing them with a group of advocates outside of the United States supported by the Bloomberg Philanthropies to support their efforts. And they've already made tremendous progress in a lot of areas around healthy eating in countries like Mexico and Argentina and Brazil, et cetera. And I'm assuming all these technological advances and the marketing muscle, the companies have is not being used to market broccoli and carrots and Brussels sprouts. Is that right? Jeff - The large companies are aware of changing attitudes and the need for healthy foods. One quick takeaway I have is this. That because the large ultra processed food companies understand that there are political pressures promoting healthier eating in North America and in Europe. They are focused on expanding their unhealthy eating portfolio, in new regions specifically Asia Pacific, Africa, and Latin America. And China is a big market for all this. This is why it has to be a global approach here, Kelly. First place, these are transnational corporations. They are creating the, our marketing strategies at the global level and then transmitting them down to be tailored at the national or regional level. They're coming up with a single set of strategies that will affect every country and every child in those countries. We need to keep track of that and figure out ways to go after that. And there are global tools we might be able to use to try to protect young people. Because if you could protect young, a young person in China, you might also be able to protect them here in North Carolina. This all sounds potentially pretty scary, but is there reason to be optimistic? Let's see if we can end on a positive note. What do you think. Do you have reason to be optimistic? Kathryn - I've always been an optimist. I've always tried to be an optimist, and again, what I would say is if we look at this globally and if we identify partners and allies all around the world who are doing good work, and there are many, many, many of them. And if we work together and continue to develop strategies for holding this powerful industry and these powerful industries accountable. I think we will have success. And I think we should also shine the spotlight on areas where important work has already taken place. Where laws have been enacted. Where companies have been made to change their practices and highlight those and build on those successes from around the world. Thanks. Jeff, what about you? Is there reason to be optimistic? Well, I don't think we can stop trying, although we're at a particularly difficult moment here in our country and worldwide. Because unless we try to intervene the largest corporations, who are working and will work closely with our government and other government, will be able to impact our lives in so many ways through their ability to collect data. And to use that data to target us and to change our behaviors. You can change our health behaviors. You can try to change our political behaviors. What the ultra-processed food companies are now able to do every company is able to do and governments are able to do. We have to expose what they're doing, and we have to challenge what they're doing so we can try to leave our kids a better world. It makes sense. Do you see that the general public is more aware of these issues and is there reason to be optimistic on that front? That awareness might lead to pressure on politicians to change things? Jeff - You know, under the Biden administration, the Federal Trade Commission identified how digital advertising and marketing works and it made it popular among many, many more people than previously. And that's called commercial surveillance advertising. The idea that data is collected about you is used to advertise and market to you. And today there are thousands of people and certainly many more advocacy groups concerned about commercial surveillance advertising than there were prior to 2020. And all over the world, as Kathryn said, in countries like in Brazil and South Africa and Mexico, advocates are calling attention to all these techniques and practices. More and more people are being aware and then, you know, we need obviously leaders like you, Kelly, who can reach out to other scholars and get us together working together in some kind of larger collaborative to ensure that these techniques and capabilities are exposed to the public and we hold them accountable. Bios Kathryn Montgomery, PhD. is Research Director and Senior Strategist for the Center for Digital Democracy (CDD). In the early 90s, she and Jeff Chester co-founded the Center for Media Education (CME), where she served as President until 2003, and which was the predecessor organization to CDD. CME spearheaded the national campaign that led to passage of the 1998 Children's Online Privacy Protection Act (COPPA) the first federal legislation to protect children's privacy on the Internet. From 2003 until 2018, Dr. Montgomery was Professor of Communication at American University in Washington, D.C., where she founded and directed the 3-year interdisciplinary PhD program in Communication. She has served as a consultant to CDD for a number of years and joined the full-time staff in July 2018. Throughout her career, Dr. Montgomery has written and published extensively about the role of media in society, addressing a variety of topics, including: the politics of entertainment television; youth engagement with digital media; and contemporary advertising and marketing practices. Montgomery's research, writing, and testimony have helped frame the national public policy debate on a range of critical media issues. In addition to numerous journal articles, chapters, and reports, she is author of two books: Target: Prime Time – Advocacy Groups and the Struggle over Entertainment Television (Oxford University Press, 1989); and Generation Digital: Politics, Commerce, and Childhood in the Age of the Internet (MIT Press, 2007). Montgomery's current research focuses on the major technology, economic, and policy trends shaping the future of digital media in the Big Data era. She earned her doctorate in Film and Television from the University of California, Los Angeles. Jeff Chester is Executive Director of the Center for Digital Democracy (CDD), a Washington, DC non-profit organization. CDD is one of the leading U.S. NGOs advocating for citizens, consumers and other stakeholders on digital privacy and consumer protections online. Founded in 1991, CDD (then known as the Center for Media Education) led the campaign for the enactment of the Children's Online Privacy Protection Act (COPPA, 1998). During the 1990s it also played a prominent role in such issues as open access/network neutrality, diversity of media ownership, public interest policies for children and television, as well the development of the FCC's “E-Rate” funding to ensure that schools and libraries had the resources to offer Internet services. Since 2003, CDD has been spearheading initiatives designed to ensure that digital media in the broadband era fulfill their democratic potential. A former investigative reporter, filmmaker and Jungian-oriented psychotherapist, Jeff Chester received his M.S.W. in Community Mental Health from U.C. Berkeley. He is the author of Digital Destiny: New Media and the Future of Democracy (The New Press, 2007), as well as articles in both the scholarly and popular press. During the 1980s, Jeff co-directed the campaign that led to the Congressional creation of the Independent Television Service (ITVS) for public TV. He also co-founded the National Campaign for Freedom of Expression, the artist advocacy group that supported federal funding for artists. In 1996, Newsweek magazine named Jeff Chester one of the Internet's fifty most influential people. He was named a Stern Foundation “Public Interest Pioneer” in 2001, and a “Domestic Privacy Champion” by the Electronic Privacy Information Center in 2011. CDD is a member of the Transatlantic Consumer Dialogue (TACD). Until January 2019, Jeff was the U.S. co-chair of TACD's Information Society (Infosoc) group, helping direct the organization's Transatlantic work on data protection, privacy and digital rights.

Tweetable quote from Dr. Jeff“You can't fabricate something you don't have the capacity to do.”SummaryIn this episode, Dr Espen sits with Dr. Jeff Spencer, a world-renowned chiropractor and elite performance coach. With a remarkable history as an Olympian cyclist and a career dedicated to helping individuals reach their highest potential, Dr. Spencer shares invaluable insights on achieving excellence in all areas of life—physical, mental, emotional, and even spiritual.About our guest:Dr. Jeff Spencer is a world-renowned chiropractor, elite performance coach, and former Olympian. A 1972 Munich Olympics cyclist, he later earned a master's in sports science and became International Sports Chiropractor of the Year. He developed The Champion's Blueprint, helping clients like Tiger Woods, Sir Richard Branson, and U2 achieve peak performance. His coaching has led to over 40 gold medals and eight Tour de France wins. Beyond coaching, he's an author, speaker, and glass-blowing artist. Dr. Spencer continues to mentor high achievers in sports, business, and life.

What you'll learn in this episode: How to know when to walk away from a purchase, and how to trust your intuition when buying Why you should always ask for a detailed receipt, even if it feels awkward Commonly misunderstood phrases dealers may use to confuse buyers How Jeff does due diligence before making a purchase How to navigate the many platforms where you can purchase jewelry today About Jeff Russak Jeff Russak is principal of Lawrence Jeffrey Estate Jewelers. Jeff's expertise in antique and 20th century jewelry combined with an uncompromising attitude toward quality, condition, and style directs the acquisition process. His proficiency in signed pieces and hallmarks is especially useful in identifying and dating each piece. In demand as a speaker on antique jewelry at museums and shows, he also volunteers as a guest appraiser for charity. Additional Resources: Website Facebook Instagram Twitter Photos available on TheJewelryJourney.com   Transcript: When it comes to buying jewelry, nothing is more important than trust. That's why Jeff Russak, principal at Lawrence Jeffrey Estate Jewelers, won't hesitate to leave a purchase behind if his inner voice tells him something is wrong. He joined the Jewelry Journey Podcast to talk about how he vets his purchases and the dealers he works with; what red flags buyers should watch out for; and why a receipt is more powerful than you might think. Read the episode transcript here. Sharon: Hello, everyone. Welcome to the Jewelry Journey Podcast. This is the second part of a two-part episode. If you haven't heard part one, please head to TheJewelryJourney.com. Today, my guest is Jeff Russak, one of the principals of Lawrence Jeffrey. They are estate dealers located in Litchfield, Connecticut. Jeff has had decades of experience buying and selling. He's also extremely knowledgeable about estate jewelry. Welcome back. What are the mistakes you see people make, whether in the receipt, in the returns or not asking the right questions? What are the mistakes you see? Jeff: The mistakes I see boil down to trusting the wrong person. There you are, and they're showing you a five-carat ruby. It's fire-engine red and pretty clear. It's in a nice ring, and it's $12,000 to $14,000. I can think of a half dozen booths I've seen at shows that had jewelry like this. Well, it's a good deal, and they're going to tell you it's a good deal. They're going to tell you how beautiful it is, but somewhere your brain must be going, “I'm a little worried.” If you're a little worried, stop. I can tell you that those rubies were glass-filled. Of course, they looked good. Were they rubies? The GIA would call them a red, man-made product rather than a ruby. I've gotten a report on such a stone, and that's what they said. I think you have to listen to your voice. The less you know, the more wary you need to be, and the more questions you need to ask. The more questions you ask, eventually you're going to hear things that are going to lead you to either trust and buy or not trust and not buy. If I were a neophyte, I would be like, “Wow, that's a really good price. That's so much less than I've seen for similar pieces. Is the stone natural?” If they say, “Oh yes, this is an all-natural ruby,” I would say, “Will you write that on my receipt?” Then you have recourse. Now we're getting into federal law. Again, we're talking about someone who doesn't know. You have to ask questions to try and get a sense. It's like questioning your six-year-old who's definitely got cupcake crumbs on his fingers. You know something has happened. You're not quite sure what, but you're pretty sure. You want to give him a chance. “So, what have you been up to?” “Oh, nothing.” “What's on your fingers?” They're going to look at their fingers. “Nothing but these crumbs.” “Crumbs, really?” So, you begin to get an idea. The truth is there's no silver bullet for solving these issues. I tell my clients to decide what fun money is to you. For some people, that's $100. For other people, that's $10,000. If you don't want to become more expert in something you want to buy a lot of, if you're going to spend more than fun money, ask an expert. Bring someone in who's knowledgeable, who's an expert, and take it from there. I do that too. I'm pretty expert in a lot of stuff. When I buy a very high-end sapphire, I have someone out on the West Coast who is strictly an expert on sapphire. I will often send it to that person to have it evaluated in much greater detail than a lab report. I will speak with them, and they will walk me through tracing all those factors in the marketplace and how they relate to establish what a wholesale price for it would be, and even sometimes what a retail price would be. A small difference in color in a five-carat stone could be a $10,000 to $20,000 difference at retail. Sharon: That's certainly true. Can you look at a piece of gold and tell who the designer is or where it's from? Jeff: The first thing I do is look for the hallmarks. I'm deft with reading hallmarks, and if I don't know—just this morning, I was taking a picture of a hallmark I couldn't find anywhere. Our shop has a library off the main floor, and the walls are covered with books on all the various designers, on gemology, on the history of jewelry. Then there are cases, which are closed, and they're filled with catalogues, every Tiffany catalogue from 1951. We have probably 60 or 70 Cartier catalogues. We have primary reference material we look at and use, but the short answer is about a third of the time, I can look at something and tell you who made it. But until I look at those hallmarks, it's just a really well-informed guess. Sharon: Can you tell the age of something? If you don't know who made it, can you tell the age just by looking? Jeff: Yes, by examining the piece and taking cues from both the aesthetic choices the goldsmith made, but also from the resources the goldsmith had when they were doing the fabrication. That usually is what tells me when something was made. The resources often dictate the mechanical style. For instance, the French often prefer not to physically join pieces in necklaces. They have a particular way of hinging them. It's sort of a pin with a mushroom cap. When you see that, you almost always know that's a French piece or it was made by someone who studied in France. If it's a Genevan piece, well, the Genevans often studied across the border. There are a lot of clues. It just takes time to learn them. Sharon: The people who work for you or with you, what do you suggest they learn? Do they follow you around, or do you show them each piece? Jeff: I have a really knowledgeable staff. They know a lot. Truthfully, I tell them all the time that they know a lot more than they think. They get to a certain point and I stop telling them; I just ask. In the beginning, though, they'll hesitate. They'll say something and it's almost always right. They have good instincts. When they've handled enough pieces, when we've pulled the books off the shelf—like when I look at Georgian pieces, I don't just go, “Oh, this George III,” or “Oh, this is George IV,” or “This is early Victorian.” They look different aesthetically in many cases, but the way the mountings are made, for instance, changes in subtle ways over a period of time. So, I'll go back to a reference book, and I'll pull out a dozen pictures from each period, say from 1740 to 1780 and then 1780 to 1800, and try and make sure to narrow it down. Some people have that in their heads. That one still hasn't stuck for me, so I always look it up to make sure. And I have a photo repository. There are many museums that allow you to take photographs. I have extensive photographs of pieces from the Treasury in Vienna because they allow photographs. I believe the British Museum has a vast collection—I don't believe; I know they have a vast collection of Victorian. They allow photographs, whereas the V&A, I don't think they do; I'm trying to remember. So, we have those resources as well. We're always trying to learn, and we take staff trips to museums. I'm hoping to take the staff on a museum tour, maybe in London at some point because there's so much to learn there. Every time I go, it reinforces what I've seen before. Sharon: Are there tours? I'm asking for a personal reason. Are there tours like you're talking about? Jeff: I think there are some jewelry tours. I want to say maybe get involved with Jewelry Week, the folks who run that. I don't know of any. We would just go on our own. I know where to go and what to look at and which dealers to visit, the rock stars of our world. Recently the Vegas Show went on, which is a dealer-only show. I was standing in a taxi line with my creative director, and we just struck up a conversation with one of the Heyman brothers from Oscar Heyman. I had no idea who he was, and we're just talking about stuff. I didn't even know he was in the jewelry world. Then he said something, and I was like, “Oh, you're at one of the shows. What do you do? Who are you with?” He said, “I'm with Oscar Heyman. I'm such-and-such Heyman,” and I said, “Oh, wow! We love your work so much. We follow you. We look at your work. You have such an amazing reputation.” They're the nicest people. He was so lovely. He looks around like he's looking for somebody and says, “Did my mother send you?” There's a group of people who are fantastically honest. I would recommend anyone to buy their jewelry, to deal with them, to use them as a resource if you have a Heyman piece. You can get in touch with them, and they will help you. They're really an example of the absolute pinnacle of an exemplary firm, and arguably maybe the most important American firm today. Sharon: I'm surprised to hear you say that you go from high to low or low to high in terms of looking at jewelry. Jeff: One of the things I wanted to talk about was all the different ways we can buy. We have so many choices today as a buyer. I think it's confusing somewhat, and some of the choices open up the opportunity to confuse people on purpose. You have dealers. You have dealers who have shops. You have dealers at shows. You have dealers who have online shops and in-person shops. You have dealers who only have online shops. You have online gateways. That's like a 1stDibs or an eBay, where dealers have their own space on these. You have flea markets, estate sales, tax sales. You have auctions in person. You have online auctions. Now, you have guaranteed preowned. You can go to Cartier and buy an estate piece guaranteed preowned like you buy a guaranteed preowned Mercedes. A number of those stores are doing that. Then you have buying from a friend, a private person, The RealReal, or Poshmark. There are places where regular people have somebody else sell their things or maybe they sell their own things. You have Facebook moms' groups. You have Facebook Marketplace. That's a lot of places to buy things, but here's the thing: the rules for how you buy are exactly the same no matter who you're buying from, and the laws that control these sales are exactly the same no matter who you buy from. That's a hard thing to remember. If you're shopping for an engagement ring, a mom who's selling her engagement ring may not want to give you a proper receipt. She might not even know she's supposed to, but she may only sort of remember what the diamond weight was. Maybe she didn't buy a diamond at all, or maybe she was given a diamond ring and it wasn't a diamond; maybe it was a Moissanite; maybe it was a synthetic diamond. All the more reason why you need a receipt. I'm not even saying that anyone is trying to do something dishonest in this situation. I'm saying that you're spending a decent little chunk of change or a big chunk of change, and you have to protect yourself. The more risk, the more careful you have to be. I'm just as careful as an ordinary buyer. I have a lot more knowledge that helps, but I'm just as careful. We buy from other dealers, obviously, all the time. There's a psychology of dealers selling to one another. Even though we're dyed-in-the-wool retailers, we still sell very specialized diamonds. We have several dealers in Europe who buy very specialized, historic pieces from us that are worth a lot more to their customers than they certainly would be to mine. It's not my specialty; it's not my niche. So, I have all the same issues buying from another dealer that a regular person might have buying through a moms' group. It's the same problems and issues, and it's the same task in terms of making sure you're getting what you think you're buying. Sharon: Do you sell a lot online? Do you notice a difference in the questions people ask? Jeff: I'm going to say off the cuff that I think there are more questions from my online buyers than from my in-person buyers. I think there are more questions, and more detailed questions. I think they're smart. The online buyer does not have the opportunity to look me in the eye, doesn't get to see where I'm standing or a sense of whether there's an exchange of information. Maybe they ask, “How long have you been in business?” “Well, we've been here in Litchfield for 26 years. We own the space we're in, so I'm hoping not to go anywhere else. This is my ideal. You'll find me here next year and hopefully in 10 years, in 20 years.” Beyond that, I'm not sure I can say any more, but I think the online buyer has to be just as wary, but perhaps in different ways. Sharon: What kinds of ways? As to the right questions? Jeff: The questions I get asked a lot: I get asked if I could send a video of the piece in natural light because they're concerned about the color. You know what? They should be. We have great photographic resources. Frequently I will decline to let my team sell a piece online because we can't get a picture that properly shows the color of a colored stone. Even though it looks right on our screens, which are calibrated, it's going to look really different on a phone. Phone screens are the best. It's going to look better on a phone than it might even look in person. It's going to look different on different screens. So, I think it's not a bad thing to ask some questions. Personally, I would call and say, “What does this look like in person? Can you describe it?” That's a frequent question, and I think it's a good one. People ask about the guarantee. You and I have discussed many times that the 10-second lecture on buying online is all about the guarantee. You have to be guaranteed that you can return something you don't like for any reason, no questions asked. Sharon: If I knew I could return something without any questions asked, I'd probably feel more comfortable, at least on some of these purchases. Jeff: I agree completely. There are many situations where you can't return pieces that are online and where you can't inspect them in person. As dealers, we can deal with having a certain amount of loss. Maybe in this particular situation, you buy from them several times a year, and maybe two or three pieces aren't right and you have to fix them. You hope to sell them for something close to what you paid and you move on. People say, “Well, it's just the cost of doing business.” As long as you feel like you're doing well overall, then O.K., that's great. But I think if you have a bad experience as a buyer, as a consumer, I would probably not go back to that situation. I would try to find some place you trust more. Sharon: That's probably good advice. Jeff, thank you so much for giving us your tips. I'm sure there are a lot more we didn't cover, but thank you very much. Jeff: You're so welcome. Sharon: We will have photos posted on the website. Please head to TheJewelryJourney.com to check them out. Thank you again for listening. Please leave us a rating and review so we can help others start their own jewelry journey.

Working with amazing, hard-working property management entrepreneurs is what makes being a coach worth it. Join property management growth expert Jason Hull in today's episode as he interviews DoorGrow client Jeff Garner. Jeff went from 150 to 420 doors in 4 months! Learn how he did it. You'll Learn [02:35] Why would anyone get into property management? [12:40] Fixing the foundation of a property management business [15:14] Importance of culture in a business [25:05] Why you need a coach [27:34] Navigating operational issues  Tweetables “No matter what market we're in, it's good. If we're going to the moon, management's great. If we're crashing, it's even better because people can't sell their properties and they go, ‘Oh shoot, we'll turn them into rentals.'” "Go where they won't go and do what they won't do. That's where the money's at," “It all starts with your mindset.” “Weekly commitments, and you'll start to see the momentum build big time when the team are all visible and can be seen and there's accountability and they get recognized because you have that system installed, performance sometimes goes up.” Resources DoorGrow and Scale Mastermind DoorGrow Academy DoorGrow on YouTube DoorGrowClub DoorGrowLive TalkRoute Referral Link Transcript [00:00:00] Jeff: I have 420 doors and I have more peace of mind, more direction and I know where I'm going to be and where I'm going and how to get there.  [00:00:12] Jason: Welcome DoorGrow Hackers to the DoorGrowShow. If you are a property management entrepreneur that wants to add doors, make a difference, increase revenue, help others, impact lives, and you are interested in growing in business and life, and you're open to doing things a bit differently, then you are a DoorGrow Hacker. DoorGrow Hackers love the opportunities, daily variety, unique challenges, and freedom that property management brings. Many in real estate think you're crazy for doing it. You think they're crazy for not  [00:00:38] because you realize that property management is the ultimate, high trust gateway to real estate deals, relationships, and residual income. At DoorGrow, we are on a mission to transform property management business owners and their businesses. We want to transform the industry, eliminate the bss, build awareness, change perception, expand the market, and help the best property management entrepreneurs win. I'm your host, property management growth expert Jason Hull the founder and CEO of DoorGrow. Now let's get into the show.  [00:01:08] And today's guest is Jeff Garner. Jeff, welcome.  [00:01:14] Jeff: Thanks man. Glad to be here.  [00:01:17] Jason: So Jeff, what's the name of your property management business?  [00:01:19] Jeff: Homes Stretch Property Management  [00:01:21] Jason: Homes Stretch. All right, cool. And why'd you pick that name?  [00:01:26] Jeff: I feel like real estate investing it's a long-term play. It builds wealth over the long haul. And for our home stretch of our life, whether you decide your home stretch starts at 40 because you retire early, or whether it's 60 or 70, if you are buying real estate, really it, you know, It's about letting the tenants pay down, you know, principal balance, pay down, depreciation, tax, write-offs, appreciation. Sure cash flow's nice every month, but you can make millions over, you know, 20 year period, 25 year period. And so I see the real value in real estate is being that, so we want to get our owners to the home stretch and, you know, that's kind of how we look at it. So we want to improve and maintain your property so that someday you can either sell or refi and it's in great shape and it's an easy process. Or you just want to keep it in cashflow forever. So our job's to give you freedom and peace of mind knowing that your properties are being taken care of better than you can or anyone else so.  [00:02:29] Jason: Nice. Love the brand. So Jeff. Why don't you give people a little bit of background on you. How did you start getting into real estate and what made you decide to do the crazy thing of starting a property management company? How did this all happen?  [00:02:43] Jeff: Yeah, it was the crazy thing because-- so I'll tell you a little bit about me. Real estate's the only business I've ever been in. I got my real estate license when I was 22. I was going to be a real estate agent. Found a niche working with investors because when you're 22, you know, growing up doesn't come overnight. And so when you're got all your, "oh shoot, I'm showing property today," and you have to crunch the beer cans and put them under your seat. because you just turned 21 a year before, you know, it can be a little awkward putting the 40 year old mom and dad and their kids in the car to go show them property. [00:03:18] Right. Which I did okay at. I did fine. But I found a niche in working with investors because you could sell them one house and most of the time they don't even want to get in your car. Half the time, once you get know what you're doing, you just give them a lockbox code and tell them to call you back and tell you what you think, and they give you a number and you write it and put it in. You could sell them 10 or 20 houses. So I developed a niche at that. I got really good at finding deals and I would send them to my guys. Shortly after that, I decided that I was on the wrong side of the table, you know, three or four years of that. I go to closing, I collect my $2,500 commission check, and he gets a check for $20,000 because he flipped it, right? And I just thought, wait a minute, I'm finding the deal. I'm calling him up, I'm telling him what number to put it in at and he's making all this money. What am I doing wrong? So I got into that side of the business, you know. So, 08 hit crashed. All of us really put me in a position to where I to make a decision on what I wanted to do because all my investors were gone. Right? [00:04:17] They were trying to stay alive. Yeah. You know, in 08 for the people that didn't go through it, was like If you worked in Walmart and all of a sudden the next morning you woke up and no one will shop at Walmart again. [00:04:31] Jason: Right?  [00:04:31] Jeff: Yeah. Never walks through the door.  [00:04:34] Jason: Yeah. So must have been scary.  [00:04:37] Jeff: Yeah. And so, I thought, "well, this investment thing's really what I want to do. So I'm going all in. It's time to restart. So that's what I'm going to go all in at." So I really looked at what happened and I realized that history, you know, tells the story and that everyone was riding this wave and had no idea it was a wave because no one does the research to, you know, see what the cycles are. I didn't know there was a cycle. I was young. Yeah. And so the common sense thought came, well, we were at a high. If I was a real investor and I was really good at what I did, I would've been taking vacations, waiting for this crash to happen, and then I'd go out and buy everything I could find and hold it. Yeah, so I did that. I bought 110 rentals over a three year period, all at, you know, probably 20% of what the market is today. And outsourced the management a couple times. Horrific. Cost me more money than you know, one, when I was at 110 properties, I had to take them back overnight because I realized that I had 16 vacants and they didn't even know about half of them. [00:05:42] Really? Yeah. It was horrible. They just they got overwhelmed and so I built a management company overnight to manage my own properties and had zero desire. It was the last thing on the absolute planet I wanted to deal with was tenants and toilets. I did not get into rentals to deal with tenants or maintenance. It didn't, yeah. So I put together a makeshift management company and decided I'd never take on another property of anyone else's. I'd only do my own, because I was going to do this, it was going to be for myself. There certainly wasn't going to make a hundred dollars a month on a property and do all this for somebody else. Right. That's, that was my thought on being real. And a few years went by '16, '17, realized that I'd gotten tons of equity and I had properties sitting there with 50, 60,000 in equity and I'm making 200 or 300 a month. And I thought, this math doesn't make sense anymore, right? So I sold off over a two or three year period, about 50 of them. But everyone apparently, everyone knew management is a tough gig and there's not a lot of good management companies out there. Why? Right? There was no DoorGrow then that I'm aware of at least. Right? So everyone in the management business just thought, "this looks like we can make some money, let's do this." [00:06:57] But they had no idea. The machine, it has to be to run well. Yeah. And so they said, "well, I'll buy that property. I'll even give you retail for it, but you have to keep the management." So to this day, I still manage all 110 of those properties, even though I only own 60 of them. Right. So to get the money I wanted, I had to keep the management. And then I just kind of started looking at it is in the last couple years when I realized that we could potentially be getting to another place. If you look at the charts and you look at history that we're you know, we're at a high now, will it last four years longer? Probably. So I had to kind of reevaluate what I wanted to do and I looked at all my businesses, flip business, wholesale, you know, my rental portfolios and my management company, I went, wait a minute, what am I doing? I'm focusing all this energy and chasing down deals and having all these, you know, taking all the risk on everything I buy and just grinding away constantly. For over 20 years now. And I got this management company, although it's not sexy, everyone tells me it's the worst thing in the world to do. Yeah. You know, I realize it was the one thing that was repeatable, scalable, and I could predict. And no matter what market we're in, it's good. If we're going to the moon, management's great. If we're crashing, it's even better because people can't sell their properties and they go, oh shoot, we'll turn them into rentals. I thought, "wait, what am I doing? I'm looking at this all wrong." I just started to look at it and so I started working on getting really good at it and filling all the holes on my own, right, with my own. And it's, you know, and I realized that with the right team in place and the right mindset, you know, which is we want to help landlords, right? I want to take 20 something years of resources and try to convert over this management company and give them to everyone else-- that it could be a great business. And then I realized, like I preach, because I did some coaching in the real estate space throughout the years "go where they won't go and do what they won't do. That's where the money's at," right? So if everyone's going after retail flips and a really nice b and b areas, then go look in the C areas because they're being neglected. If everyone's after all the C properties because the cash flows, so well then go up to your A or B areas and start doing flips because those are being neglected. Nice. Certain town everyone's afraid of? Good. Let them be all fighting in one place and you go there. And so I realized that was what was going on in the real estate market for the management business. So I decided that's what I wanted to focus my energies on. So I literally burned all the other boats, man. No marketing, no wholesaling, no flipping.  [00:09:40] Jason: Wow. You went all in on property management?  [00:09:42] Jeff: All in on property management, period. I got online, I did what I did 15 years before, after 08 happened, and I thought, "I'm going to redo myself. How do I do this?" And so I just got online and I started digging around and trying to teach myself things and I got coaches back then, and even though I knew 90% of what they were trying to teach me, because I got coaches in the flipping side, right? I knew you know, 80, 90% of what they were teaching me was that 10 or 20% where I knew would bring me all my money, right? So I did the same thing here and that's how I came to DoorGrow is I found you guys really were the only real system oriented, you know, nuts and bolts teach the how and not just the why. You know, a lot of people want to tell you why you do. Oh, well, you know why? They want to give you the why on, you know, but they don't want to give you the nuts and bolts of the how and tell you connect A to B to C to D and you'll get your results, right? And so, I found you guys, and I knew that's all I was missing to having success because the rest of the management companies all had bad raps. You couldn't talk to a landlord that really loved their management company. Yeah. So I knew I could fix, put those pieces together and really treat it like a business based off of giving people their freedom and peace of mind, knowing that their properties are being taken care of better than theirs. [00:11:10] If you can do that, anyone listening to this, if you can wrap your mind around being of service. No one else is doing that in the management business. Right? Yeah. You will dominate, it's like I used to say when I had lots of rehab crews going, if someone shows up and does what they say and has half of the talent that I need them to have, they could be rich. That's all they have to do. Just not be the best, but do what you say and show up so it's predictable and we can communicate well and get stuff done. So if you did that, and you can do that with a mindset of, "I want to be of service to the industry." Be the best. You'll dominate, end the story, but you have to wrap that around your mind, you know, and it'll come out in your calls. It'll come out in your conversations at the grocery store. It'll come out everywhere.  [00:12:00] Hell, I pulled 16 doors out of my gym in the first 30 days after joining DoorGrow because I just got the structure when we went through mindset and and some sales stuff of. Really taking what was in my mind and putting it in paper and going through the process of splitting the page into four spots and right. You know, going through everything. I got to dial it in and then boom, that was it. There's nothing else to talk about, but what I came up with there, you know, home stretch was the name of the business because it fits what I'm trying to do. I know what our mindset is, the culture for my company and you know, we started just plugging in systems and processes.  [00:12:40] Jason: So let's talk a little bit about it. because you said nuts and bolts, but to most property managers, they're like, "nuts and bolts means how do you like do maintenance and how do you plunger a toilet?" you know, like it's like the practical stuff where you know how to manage properties. Yeah. You know how to deal with tenants, you know how to like do all that. What challenge were you dealing with that brought you to DoorGrow and how did that help?  [00:13:04] Jeff: It's really hard to explain that. What I really had was is I had a business and it functioned and I did okay, but I did not feel at 150 properties, I did not feel I could bring on 10 more doors. I felt like it would all crumble and break because I had no idea what I was doing really. Right. I had nothing to model. I had just said I got maintenance, my maintenance was horrible. I had all these guys that that was one of the hardest parts to find. But I had all these just subcontractors and every once in a while we'd find someone to come on full time, but you'd have to trust them to be out there all day doing what they said they were doing. And I didn't know how to run that. I didn't know how to manage that. I didn't know how to systematize that where I knew what was going on at all times. And I didn't feel comfortable going any bigger because, I felt like I could see why other management companies had problems, and I don't think they want to suck, right? No, I don't think so. But they just don't want to say no to the money.  [00:14:06] "Hey, I got 20 doors." oh, we're going to do a great job for you. Let's bring it on. And they're already struggling with what they have. Yeah, right. Just think it's magically you're going to work, or, you know what? It'll give me more money in that way. More money will mean I can do more things. And no it doesn't. It creates more problems that cost more money. So I needed the systems, I needed the processes. Those are the nuts and bolts I'm talking about. Got it. Who to hire to do what and to, because that's it.  [00:14:34] Jason: I mean, so what's changed then? Like you had 150 doors, you came to DoorGrow and we started helping you change a lot of stuff, right? Yeah, absolutely. So, what things have you changed since joining DoorGrow? Yeah. What are some of the first things we start working on with you?  [00:14:51] Jeff: Okay, well, really it was just getting my mindset right was the biggest one because once my mindset was correct and I knew and I had our, what we were trying to do, where we could be of service, that opened my mind up to, " how do we do that then?" Right. So that's sort of answering questions for me, you know.  [00:15:14] Jason: So with mindset, what you're saying is I believe you're talking about all the culture stuff that we took you through stuff. Just the culture stuff and just kind of, I mean, that's the core foundation of the business. Like if we want to make this business built around you, we've got to figure that piece out, right? So we started with that and that probably had a significant ripple through everything.  [00:15:33] Jeff: Imagine like this, you have children, you all of a sudden you, "I'm going to be the best dad ever and I'm going to have kids." Next thing you know, you got two or three of them, they're under five. You have no, literally imagine your parents weren't good. I don't know. They didn't model worth a crap. Okay. Like, how do I do this? Like, I can feed them, I can put them to bed and I can keep them from killing themselves, but do I really know how to raise them to have commitment, how to be honest, how can I make a five year old a strong member of society at 28 years old, right? But if you have a culture and a mindset, you know, "I want my children to be like this. I want them to have this belief system," and how do we give them that belief system? Okay, "well, let me look into that. Okay. Well, if we go to this school, it'll give them these values and then I can back them up at home. And then with bedtime and, oh, I did a little research here. If I put them to bed at this time, get them up at this time. Oh wait, the sugars and dyes are bad. It makes them spastic and oh, well I'll take that out." And you start learning, right? But it all starts with your mindset. Right. And so my mindset changed and it started making me go down the rabbit holes that are all in DoorGrow of, "Okay. Leasing-- my leasing person that we're just winging it and working out of this software that we really were just doing all workarounds and spreadsheets because we really didn't know how to use it. Watch this. Watch these videos on leasing, watch these videos on placing tenants." And then I would watch them and then we would meet and put together a process and a system on how it's going to go instead of just winging every call we got. [00:17:17] So I started building it out position by position. I went and I found a new property manager that had the capacity to be a really good property manager and grow from some of the-- I'm still new inDoorGrow. I'm only six months in. Right? And honestly over the last month I've had a two months, I've had a really hard time getting into DoorGrow because I. [00:17:42] I'm up 420 in doors. Right.  [00:17:45] Jason: So, yeah. So, and let's get to that. That's interesting. But so the children, in your analogy here, this is your team you're talking about, and this is my team. Yeah. And you were in it for what, maybe a couple months and then you started replacing the entire team? [00:18:00] Jeff: The entire team is gone except for two people. And one of the two was almost gone. Because of just be all of a sudden having this parent mindset, I kind of coached him, or you know, raised him in a way in this little short period of time to where he's changed. Nice. And he is just, and the reality of it is, what I found out is he was so unhappy because of how screwed up systems were that everything rolled down to him that once I realized that I got to take things away, put them create and find out what was broken on his role. And he was a main construction manager that we created a different systems and now he's probably one of my strongest pieces. So everyone knew the whole team is new.  [00:18:50] Jason: So new team, you installed a good culture, you're then able to work with us on the hiring piece and getting good team members in place. Absolutely. You've leveled up some team members because you have culture and you know, like what you deserve and want as a business owner and what have the type of team and we want to build around you. Absolutely. Most business owners build teams around the business, and that's probably what you did before. [00:19:15] Jeff: Absolutely a pure necessity. And I, I didn't but hire people that fit the culture or what I was looking for. I just hired a warm body that seemed like they would work, and I thought, we'll just teach them what we need them to know. Yeah. And their mindset or what they did in their off time or their goals didn't mean they were their business. [00:19:36] Jason: Right. Yeah it's amazing. Some simple frameworks like just understanding the three fits to hiring. Yeah. Like culture fit, skill fit, personality fit can shift hiring significantly. So then you started working pretty quickly with one of our coaches on acquisitions. You went out and found a deal. And in four months you were at 420 units.  [00:19:59] Jeff: Yeah. Yep. 420. And I've got probably we're I'm just, we might be at four 40 or four 50 because we have 20 or 30 vacants that Okay. That are under, that are kind of on make ready that we took over that we haven't been able to fill yet because we have this construction backlog, not on our end, but on his backend. The guy that I bought the management from, which was part of the deal, and one of the reasons he sold was because he had done exactly what everyone else did. He got too big and wasn't saying no, and got backlogged and yeah, he was starting to provide really horrible service, so I went in, bought it from him at a really good price for me, but I think it was still a good price for him because if you're at a point to where you're going to, it's stressing you out, you can't get it all done. [00:20:46] It's affecting anything, all your other revenue streams and people are getting ready to start leaving you. Someone walks in "wait, you can take this off my hands and give me money? Okay. Where do I sign?" You know?  [00:20:59] Jason: So what are the things did you do with our team? Have we done a website for you?  [00:21:03] Jeff: You did a website. [00:21:05] Jason: What about your branding? Did you change your brand at all?  [00:21:08] Jeff: Yeah. Hell, hell yeah. I was starting point property management. I changed my brand. We rebranded a week before this acquisition, which I was like, I'm going to put this rebranding thing off because that's another, and then we sat down and I was talking to the team and I don't think they loved it, but they agreed that doing it before we transition all these new owners and tenants over was going to be the way to go because then we would have to change it all up in a couple months anyway when we rebranded and had them in a new website and portal and such so. [00:21:38] Jason: How about pricing? Did you change your pricing?  [00:21:41] Jeff: I'm on the hybrid pricing. Okay. The three plans. The three plans now, which is exactly from you guys. Which was another thing that really helped me because with changing the pricing and doing the hybrid plan and going through that training, and it was, once again, it was all the why's we're doing it. I got to design the plans that fit our culture and provide the service we wanted to provide. It gave me more confidence, honestly, in what we were doing, even though I was going to be charging more now. So yeah, we're on the three tier pricing, hybrid pricing.  [00:22:19] Jason: So you've changed your team, you changed your branding, you changed your website, you changed your pricing model. You've probably made some adjustments to your pitch. Do you do the Golden Bridge stuff?  [00:22:31] Jeff: I didn't have a pitch before. You didn't have a pitch? I didn't have a pitch. I'd just say, "Hey, we do management. Can we manage your properties?" And I just like, that's what I'm saying, when I didn't know, like I couldn't wrap my mind around, because I'd been flipping houses and wholesaling. I had that down to a science. I am a fricking ninja in that. Yeah. But the management side, it was just, "Hey, we manage properties." Yeah. This is what we charge if you want to come over. Cool. If not, I got to go. I got other calls with me, you know, and to have a pitch. So it was literally everything and the pitch made it. That's what I'm saying. I pulled 16 doors out of the gym. Yeah. Just "what are you doing now? Oh, I'm doing management and it's--" 'boop,' just going into my pitch casually, just real casual because we're at the gym. "Do you know anybody that manages any properties? Yeah, I do. I got this buddy. Cool. Could I talk to him? That was it.  [00:23:23] Jason: So I love clients like you, Jeff. because you implement, like you went through the rapid revamp and you did it rapid, like you got that stuff done. Yeah. Pretty quick. And then you start working on acquisition because you saw that opportunity with our acquisitions coach and you're like, "I'm going to do that." and you're just doing stuff and I think that's a testament to you. You know, this is part, I think when we work out more often at the gym, and I think our brains work better. I think that's science, like that's been proven. Like there's something released in our muscles. And you're a big dude. I got to get to your point. I'm trying to work out to catch up to you.  [00:23:59] Jeff: I'm going to be pitching you on coaching you in that area. [00:24:02] Jason: But I think I appreciate that you've been implementing this stuff rapidly and I asked you at DoorGrow Live, I was like, "where do you see yourself, you know, do you think you could get to a thousand doors?" And you were like, "yeah, probably a year and a half." Like it's nothing. Like it's nothing. And you're like, "well, maybe two years." And I was like, "do you know how ridiculous that sounds to most people?" Yeah. So, but I believe it. I believe it for you. I believe it's possible for you. And I believe any of our clients could do it if they just. Take action and implement. And in order to do that, they've got to trust us. And I appreciate you putting your faith in us and trusting us and just putting your head down and doing the work.  [00:24:41] So what would you say to other property managers that are maybe like the company that you bought or maybe like the way you were before if they've just been watching DoorGrow on the sidelines and they think they know what we're about and they think we're just marketers or something that like have a decent sales pitch, but they don't know if they can trust us? You're behind the paywall. What would you say to them?  [00:25:04] Jeff: Well, I mean, besides being behind the paywall and doing it and having experience with it, I know coaching and I know that space, and so I recognized DoorGrow immediately from watching your marketing and just digging in a little that you guys taught the business. It wasn't a marketing ploy to get people to sign up to you. Actually, it wasn't like I was just going to get a bunch of motivation, "go out there and do it!" right, right. Because I motivated it was, like I said, it was the whys and the hows and and the all the processes and systems. And so man, it's all there for you to just do it. You would just do it. You would literally just go, "okay, I'll start at one and work to 10." I had a management company already. If I had to redo it all when I got real life processes and systems, and then I saw that there was people in it that had a hundred doors, 500 doors, a thousand doors, and I'm like, "that's what I need." I need to be surrounded by people that are at a higher level of success and have been where I am and now are where I want to go. And so if you are watching and you have management already and you are struggling, and it sucks. Whether it's for you or your customers, or both?  I have 420 doors and I have more peace of mind, more direction and I know where I'm going to be and where I'm going and how to get there. And more time to myself if I wanted to take it. I don't take it because I still have big goals and so I'm working a lot. But then I did with 150 doors. That's awesome. I had more certainty with 3x almost than I did where I started. I got the team in place. I watched them problem solve all day long on the chat and working systems and the processes and everything happens the same over and over again.  [00:27:01] So it's really a business in a box, but you have to do it. You can't question yourself. You can't make excuses. You just have to do it. It'll be really easy if you just one foot in front of the other and take the steps. It's all there. And I had to stop because I can't wrap my mind around everything until I get to another place. Right. Yeah. Like I can only do so much and it's growing and working and so like, I've got to pause and then I'm going to dive back in and I don't know I'm still in DoorGrow obviously regularly.  [00:27:34] Jason: Well, let's do some co coaching live on air. Let's figure out what's your next step? Ready? Okay. Yeah. You open? Okay, cool. So you're at 420 units right now. Yeah. Yeah. You've finally got a good team, you've got good culture. Yeah. So the next level to get to, you know, to break past that next kind of major barrier, which maybe is 600 doors, you have to have a great team, but you got to get three major systems installed. Those three major systems are going to be, you have to really get a good process system installed. Not just process documentation, but a system to where they're running the processes each time. So we've got DoorGrow flow. You can use that, lead simple, process street, something, but you need a good process system. That's one piece. The other piece you need is you need a really good people system. So you've started to create the culture, you've started to install that system. Then we want to make sure-- and did you use DoorGrow hiring and do grow ATS and work with Sarah on some of that stuff?  [00:28:32] Jeff: I watched the coaching and implemented some of the things I learned just like I did with Clint. So yeah.  [00:28:38] Jason: So we want to make sure we have a solid system so that as you scale, you can get the right people and get those people quickly. So it sounds like you've done some work on that. And then we want to make sure you have a really good planning system. So once you have a team of people you trust to execute, your executive team, then we want to install a planning system. Now these three systems should not be run by you because as a visionary and an entrepreneur, it's not fun for you to do this. So the key person, the most important hire you will have on the team will be an operator. Somebody that runs the operations. Do you feel like you have that key person right now? [00:29:15] Jeff: I do, but she is one of the people I brought on the most valuable hire I've made after I came to DoorGrow. And it was to have that operator, but she's a CFO. Okay. And she's grown another insurance company to probably where we're at now from scratch, which, you know, I think I'm blowing her mind a little on where we want to go, how fast we're going. But yeah, my goal is to make her the operator. She's the CFO. And so you know management's an accounting business, really at the end of the day, and so we are doing so many changes to our software and our accounting to make sure that all those processes and automations are in place that she is buried every day, but she helps with the team. She helped on the hiring. And she's going to be the operator to try to shorten that. We're working her into that role because as she figures pieces out, we hand them off. So it frees her time up and she's not doing the 15- $20 an hour work because they're paying her more than that. Handing it off and it's freeing up her time and she's. Then we're putting in place some of that more operation stuff, so in process.  [00:30:23] Jason: Nice. Yeah. Cool. Awesome. So when she's ready, one of the things we'll want to do is start to get her to show up on the Friday coaching call, which is operations, and to do that super system breakout and work with her and you to get DoorGrow OS installed. Once you get DoorGrow OS installed, the planning system is that next level system. This is going to allow you to have your team start to function like a visionary, like the entrepreneur, they're going to start to innovate and move goals forward without you having to, you know, push them. And she will run that system. She'll run the meetings, and then you'll be able to set goals and break them down from quarterly to monthly to weekly commitments, and you'll start to see the momentum build big time when the team are all visible and can be seen and there's accountability and they get recognized because you have that system installed, performance sometimes goes up. When I first install a system like that, we grew 300% in a year. And so that is kind of the next level I think for you guys is when she's ready for that, we start to get DoorGrow OS installed and get that planning system and cadence. Because cadence in a business is the communication, cadence is the culture, cadence creates all of this, and it gets everyone rowing the boat in the same direction. So instead of you saying, "Hey, let's do this to everybody, watch this video at DoorGrow," et cetera. They will start to innovate and move outcomes forward because they're given goals and deadlines and then support instead of tasks. And that's where you'll start to see your team really perform. This is where you get like three times the output from your team members. This is where your operational costs drop significantly in relation to the number of people you have per door. And so that's what I see next level for you guys. And once you have that system installed, 600 doors is going to be a piece of cake. [00:32:17] Jeff: Yeah. The other thing too is that I know we need a sales funnel. The funnel right now is this mouth, that's it right now.  [00:32:27] Jason: We got to get you out of that. So what'll be next is either we get you, if you don't have this already, we get you an assistant, a setter, or a sales assistant. And that person will then help you double your capacity currently. because they'll be doing all of the follow up, getting you on calls to close and you can use tactics like the double barrel close and some of these things we talk about. That's maybe, that's like level one, baby step. Level two, we just get you out of doing that all together. We get you a full-time BDM. Just like James Wachob 's team installed Brad, he's been showing up to each of our Wednesday calls where we support the BDMs or the people working on growth and I think he's helped him add like 250, something like that. They've added 400 doors organically in less than a year. [00:33:18] Jeff: Is that Brian Bouler guy?  [00:33:20] Jason: Yeah, Brian Bouler's their operator. And he's, he actually just, yeah, he's a stud. He just became the director of the property management. So he's running all property management and he just hired an operator to replace himself from a Fortune 50 company. Right? So this is like once you have your operator fully functioning as an operator, you get her out of CFO role and you get her into being an operator, then we can start to install DoorGrow OS, get that team to the next level. And part of that plan, I think for your 90 days would be to start to focus on that sales side. If you're ready to ramp up lead gen and growth, then we get you maybe a setter initially, and then we get you a full-time BDM or you can jump straight to getting a BDM and we help you find somebody that can just crush it at sales. We identify the right personality type, they're great at this, and they will go out and just make it rain and create business for you.  [00:34:13] Jeff: I got the hiccups all of a sudden, so I'm like, this is going to look great in the podcast.  [00:34:17] Jason: You're just so excited about the future. Excited. Yeah. And you know, and that BDM could also, and then I think what you would do, if you want to focus on the growth side, if that's still fun for you, you just go out and find more acquisition deals. Yeah. Yeah. Yeah, that's fine. You can even get your BDM to start hunting for acquisition deals as well and feed them to you, and then you do double barrel close that way. They're feeding you to close it. Right? So, anyway, I think that's going to be the next level for you and, you know, maybe what I would maybe have your CFO do is do a time study and maybe you do a time study if you haven't done one for a while, so that you can see where can you support her even more and more quickly to get things off of her plate. What are you doing? Which things do you love the most? Which things don't you? And start to take some things off of her plate and give them to other team members as quick as possible. So, and then you'll know like, this is what she spent her time doing over the last two weeks. You're like, cool, we, these are minus signs. These are things that are lower level dollar an hour work. Let's define these processes and we make that a goal and all that. When you have a cadence and a planning system, you can plug all that into your goals. Like one of your quarterly goals would be transition CFO to operator, for example. Yeah. So we could start to build out those systems even right now with her, we just need to get you and her on board with that. And then you'll see things start to go even faster because you're already working a plan. When we put the plan in a way that everyone else can see it and everyone can contribute, the whole business starts to go faster. Otherwise, it's you pushing her and her pushing everybody else, and it's very top down. When you create a bottom up system, you'll start to feel a lot of momentum. Okay. It's a weird feeling when you start to feel the team pulling you forward instead of you pushing them forward.  [00:36:10] Jeff: So, when you say that, what does that, what do you call that then? Like when you're saying bottom up, you know? When you, everything you just said, like, what is that? Like, what do I call that?  [00:36:21] Jason: So I call that the planning system or DoorGrow OS, the operating system. The operating. So we want to get this operating system installed so that there's this planning cadence and communication. So I'd start with by doing a six core functions assessment with your team brainstorming session. That'll be quarterly planning and it'll take like an hour and a half or two hours. First time you do this as a team.  [00:36:44] Jeff: That's all in os. That whole process is an OS. The step-by-step on that. That was my direction. I need OS, and I need Flow, and I'm like, oh, another thing I got to plan.  [00:36:53] Jason: Yeah that's DoorGrow OS. The planning system. What's cool about it and, if you do the math on this, right? Let's say you do in your annual planning, you spend maybe an hour, a half. Your quarterly planning, you do four times a year. You spend maybe an hour, a half, two hours, right? Each of your monthly planning meetings, which you have 12, that adds up to 12 hours, maybe an hour each, right? Then you're doing your weekly commitments meetings every week. Maybe you'll do about 50 of those a year. Maybe those take an hour, sometimes even just 30 minutes, depending on the size of your team and the aggressiveness of your goals. And the goal on a weekly basis is to hit 80% of your weekly commitments. That's a lot of goals getting achieved. This is outside of the tactical work, outside of the day-to-day work. This is innovating and moving the business forward towards your core functions and what the business needs most and what you need most. [00:37:49] If you stack and add all this up, maybe even add a culture meeting here or there, and you add your daily huddles with your teams that are like maybe 15, 20 minutes, all that combined adds up to, you can run the entire business on 300 hours a year, and it eliminates a massive amount of 'got a minute?'s, sneaker net communication, interruptions, and it makes the business far more efficient.  [00:38:14] Jeff: And that's all lined out in OS. Like I start OS, it's like everything step by step. I can do this. How?  [00:38:22] Jason: Yes. However, my disclaimer is, this is not stuff that you're going to want to do. This is stuff that your operator will probably enjoy doing. Okay, but not you. Okay. Like me, I hear a bunch of meetings. My initial gut reaction is like, "oh gosh, shoot me now." Right? Yeah. Like that sounds like a cumbersome and a waste of my time. It actually speeds you up and speeds up the business and gives you more time, but you don't want to run it. You need somebody else to run it because otherwise you end up as the emperor with no clothes because everybody's going to agree to you, say "whatever Jeff says," you need somebody else to run it. And you're last to speak in all these meetings. Yeah. Then you'll start to see the magic and the genius of your team. because some of them are more closely connected to some of the things that need to shift or move or be innovated or move forward than you are, right? Your maintenance coordinator can see what's going on in maintenance and they probably have ideas. And so this will allow them to start to, you know, bubble up some of these ideas and it'll allow them to innovate. When team members don't get deadlines and outcomes that they're given to achieve. And then they can see that there's need for improvement, instead of innovating, they go and try and spend more of your money. Yeah, exactly. And so the team gets more expensive. And then you, if you give them a blank check, they'll just spend like, "let's go buy this new thing and let's buy that. And that might do this," right? When you give your team a deadline and some constraints and an outcome, they will start to get creative and innovate, and you want your team members to start to think like that. That turns them into intrapreneurs. So getting this system installed, I think will be the big next level thing, and we can start getting that installed right away so Sarah can help you get that set up. And set up a call with you and your operator and you're already working on some goals. So let's just get those goals into a system where everyone can see and make sure you start to move the plan forward, create the plan, work the plan, and you'll start to see the team move forward way faster. [00:40:16] So I'm excited for you man.  [00:40:19] Jeff: Can you believe I got the hiccups? I get hiccups like once every 10 years. I get in the middle of the podcast. Yeah, I'm very excited about that because here's the truth is you're right, like you get to this place at, you know, 150 doors on my own right, that's capacity really no capacity would've been much higher. But doing it well, capacity was 150 doors. Now I'm at 400 something and we're going, well, yeah. I think I could add another a hundred doors before anything breaks, but I know we're there. We're 50 to a hundred doors away from having to do new stuff again. Yeah. I can feel it. And so that's exciting, but dreadful to think, to have to implement myself. [00:40:59] I think that's why I've kind of like, "let's just wait till we get everything we're doing dialed it perfectly before I get into that," but I need to just suck it up. I got to call with Sarah coming up the next couple days and I just need to tell her, okay, let's do OS, whatever. Tell me what to do next. Let's go. [00:41:14] Jason: Yeah. And really we're just going to start working on creating a plan. Then we'll put in the software and you'll start to see when you start having these weekly meetings with your team, you're going to start to see stuff move forward. Like our goal, we sometimes have like 40 things in a single week that we're working on as a team outside of our daily work, like 40 tasks that are assigned to different team members. [00:41:38] And my team members do not want to show up with a red 'no.' Yeah. And this increases their performance level, like you would not believe. They want green yeses when they show up on Monday for our weekly commitments meeting. And that means we are really likely to get all of our 30 day goals done, which means we're really likely to get all of our quarterly goals done because they're all connected. [00:41:59] Yeah. You'll start to see your business move forward really quickly. This is a next level thing. So I'm excited for you to get that installed. because first, you got to have an operator. because I've tried to do it on my own without an operator and I really, I get lazy because I just don't like it. Like, I don't like running the meetings. I'm like, "all right, anyone's stuck on anything? Let's move forward faster." And I just skip steps and I tell people, do things, but when the team starts to run this, your operator will start to run the business. The business will start to run itself. Things will start to move forward without you, and then instead of you feeling like you're the entrepreneur pulling your entire team up the hill in a wagon, which is what it feels like until you get a system like this, you're going to start to see them moving forward ahead of you, and you're going to be the one that is in the wagon and they're pulling you up the hill. You're just going to be there like giving some feedback, coaching them, supporting them, but you'll start to see the business move forward. I'm the biggest constraint on my team. Sarah and the team are using DoorGrow OS, and they're moving the whole business forward constantly. And they're like, "Jason, keep up. We need more from you." And so they're keeping me accountable now. I don't need to keep them accountable because I've got A players and I've got a system that brings that out in them. So that's the next level. Cool, man. Awesome. Well, hey, thanks for coming on the podcast and being vulnerable and sharing some of your struggles and your wins. [00:43:23] Really appreciate you as a client.  [00:43:25] Jeff: Yeah. Appreciate you too, man. It's been a huge life changer. So cool. Well, keep pushing me.  [00:43:32] Jason: Yeah, we'll keep going. We'll get you to that next level as well. So, thousand doors, here we come!  [00:43:37] Jeff: Here we come. All right.  [00:43:39] Jason: All right, thanks. See you. All right, so if you are a property management entrepreneur and you're wanting to get some coaching, you're tired of not having anyone in your corner, maybe nobody's believing in you, maybe not even your spouse is believing in you right now, and you need some hope, you want to have some results like Jeff, you're wanting to move your business forward. We would love to coach and help and support you. Join our mastermind. You can check us out at doorgrow.com. If you're looking like to get nurtured and warmed up a little bit more and you're not really sure about those DoorGrow people, then go to doorgrowclub.com. Join our free Facebook group. We give out better free stuff than most coaches in this industry give out that's paid, and you're going to get access to our master classes and some really cool stuff in there. Join that and you're going to see that we care and we want to see you succeed. And that will hopefully be a nice pathway into you becoming a client and working with DoorGrow and taking your business to that next level. And finally getting what you deserve, getting paid what you deserve, and having the business that you dream of having. [00:44:47] Until next time everybody, to our mutual growth. Bye everyone.  [00:44:51] Jason Hull: You just listened to the #DoorGrowShow. We are building a community of the savviest property management entrepreneurs on the planet in the DoorGrowClub. Join your fellow DoorGrow Hackers at doorgrowclub.com. Listen, everyone is doing the same stuff. SEO, PPC, pay-per-lead content, social direct mail, and they still struggle to grow!  [00:45:18] At DoorGrow, we solve your biggest challenge: getting deals and growing your business. Find out more at doorgrow.com. Find any show notes or links from today's episode on our blog doorgrow.com, and to get notified of future events and news subscribe to our newsletter at doorgrow.com/subscribe. Until next time, take what you learn and start DoorGrow Hacking your business and your life.

Riding Shotgun With Charlie #177 The GOAL Podcast Garet Holcomb & Jeff Strider   Finally, I was able to get together with Jeff Strider and Garet Holcomb from The GOAL Podcast. Jeff & Garet are both board members of Gun Owners Action League. I've known them for some time and we've run into each other at all the GOAL events, of course, and at the SIG Academy in New Hampshire, too. I do need to say that we filmed this before HD.4420 was released as a bill.  We talked about how the Gun Law Listening Tour was going and speculated how it was going to turn out. Now we know.    The GOAL Podcast is also ranked in the top 5% of all podcasts according to John Petrolino's (RSWC #093) recent Bearing Arms article. Besides that great news, Jeff & Garet enjoy doing the podcast and fortunately the roles on the podcast does not have anything to do as GOAL board members and they'll keep doing the show when their terms expire.    Garet grew up in California but got the gun bug in South Carolina when he was a young man. After some safety rules lessons, he found himself taking the shotgun out to the woods and really enjoying some hunting. Back in California as an older teenager, Garet and his friends would shoot washing machines and what not, as it was legal back in the 1980's to do so. After some time in the military, Garet ended up in Massachusetts. In 2016, the then AGAG (Anti Gun Attorney General) of MA, the now Governor, Maura Healey, made an edict saying that anything that looks like an AR is an AR and she banned the sale of any new ARs.  That's when Garet got more involved in the gun/civil rights movement. He's since become an instructor as well. Last year, the three of us ended up doing some instruction at a ladies event.    Jeff would do some paintballing with friends when he was a teenager. He had a neighbor that was a police dispatcher and suggested he get his license. During the course, Jeff was hoping for more. The firearms used in the course here Ruger Mark I & IIs. He was hoping for some handguns that were a little more exciting. He also has taken the instructor route, with several certifications. He's also taken several courses and trains regularly. On The GOAL Podcast, Jeff does a training segment with a drill of the month.    Garet and Jeff met back in 2016-ish.  That year, GOAL had a rolling rally after Healey's egregious move. A couple years later, Garet was elected the vice president of a local gun club and learned about the opening on the GOAL board from Jeff. Of course, it's been great connecting with all these pro gun people in the community. Garet and Jeff both do some instructing with Bill Dalpe (RSWC #154) at Patriot Firearms School. Jeff recently helped a ladies class with Kerrie Ann Auclair (RSWC #139), who runs a local chapter of Armed Women of America and is the MA leader of The DC Project.   There was a GOAL Podcast years before they started doing the show. I told them there was even a radio show from Worcester, MA, called The GOAL Line. I used to record those onto a cassette with my stereo back in the early 2000's. The old version of the show slipped in the timing and got behind and then left behind. The gents took the equipment and heated up the mics to resurrect the podcast.    It was really fun to have time with the guys and get them in the stagecoach. We drove to a local Mexican restaurant with Garet in the front seat and drove back after with Jeff in the front seat. You'll get to know them better here. You can listen to episode 100 with me as their guest, too.  Favorite quotes:  Garet: “When she (Maura Healy) did that thing, that to me was like one of the most brazenly cynical and just disgusting things that I've ever seen a politician play out in real time.” Garet: “What bothers me the most about the situation (in Mass) is the lack of any meaningful opposition.” Jeff: “You gotta have fun shooting. That's what keeps people coming back.” Jeff: “Can I shoot? Should I shoot? Do I have to shoot?”   The Gun Owners Action League Website https://goal.org/   The GOAL Podcast https://goal.org/goal.org/podcast Second Amendment Foundation https://secure.anedot.com/saf/donate?sc=RidingShotgun   Citizens Committee for the Right to Keep and Bear Arms https://www.ccrkba.org/     Please support the Riding Shotgun With Charlie sponsors and supporters.    Buy RSWC & GunGram shirts & hoodies, stickers & patches, and mugs at the store! http://ridingshotgunwithcharlie.com/rswc-shop/   Dennis McCurdy Author, Speaker, Firewalker http://www.find-away.com/   Self Defense Radio Network http://sdrn.us/   Buy a Powertac Flashlight, use RSWC as the discount code and save 15% www.powertac.com/RSWC

It's Tuesday, July 18th, A.D. 2023. This is The Worldview in 5 Minutes heard at www.TheWorldview.com.  I'm Adam McManus. (Adam@TheWorldview.com) By Kevin Swanson Chinese Communists are rewriting the Bible Republican Congressman Mike Gallagher of Wisconsin wrote a Fox News column in which he announced yesterday that the Communist Chinese Party is rewriting the Bible. And, across one province, “local CCP officials forced Protestant churches to replace the Ten Commandments with Xi Jinping quotes. "Thou shalt have no other gods before Me" became "Resolutely guard against the infiltration of Western ideology."   This comes as Party Chair Xi declared at the 19th Party Congress this year, "We will… insist on the sinicization of Chinese religions, and provide active guidance for religion and socialism to co-exist."  “Conservative” denominations which welcome female leadershi The Christian Post has issued a list of what they call “theologically conservative” denominations which have incorporated women into leadership as pastors, priests and elders. They include: The Christian and Missionary Alliance Church, the Anglican Church of North America, the Evangelical Presbyterian Church, the Reformed Church in America, the Covenant Order of Evangelical Presbyterians, the Wesleyan Church, Canadian Conference of Mennonite Brethren Churches, the Canadian Reformed Church, the Christian Reformed Church in North America, and the Four Square Church.   The Christian Post also continues publishing opinions in support of bringing more women into church leadership.  Sound of Freedom trouncing new Mission Impossible film Sound of Freedom, the recently released film which addresses child kidnapping and trafficking, has outsold Tom Cruise's Mission Impossible: Dead Reckoning, Part One.  Sound of Freedom has made $85 million in box office receipts, and the film collected another $27 million over the weekend. That's a 37% increase from the previous weekend sales. The production company for the film, Angel Studios, reports over 7 million in ticket sales, far exceeding their initial 2 million-ticket goal.  Watch the trailer and get tickets through a special link in our transcript today at www.TheWorldview.com. The teen porn pandemic Yet, more concerning, is a recent survey that found that pornography viewing among underaged kids, below the age 17, now stands at 75%, up from 42% in 2014. While about 300-400 children are kidnapped in this nation each year, 25,000,000 children are introduced to pornography between the ages of 10 and 17, with 12 being the average age of first exposure.  Ezekiel 5:6 describes our nation. “She has rebelled against My ordinances more wickedly than the nations and against My statutes more than the lands which surround her; for they have rejected My ordinances and have not walked in My statutes.” Russia and Belarus barred from 2024 Olympic Games The Olympics have entered the realm of international politics with a new recommendation just out last week.   Russia and Belarus are barred from the 2024 games — for their involvement in the Ukrainian war, reports NPR.   Historically, the U.S. boycotted the Moscow Olympics in 1980 upon the USSR's invasion of Afghanistan.  And South Africa was banned from the Olympics in 1964 — for its apartheid policies.  Canada greenlights euthanasia for mentally ill Canada is expanding its euthanasia program, or Medical Assistance in Dying, to the mentally ill beginning in March of 2024, reports The Messenger. The killing is increasing at a rate of 30% per year.  Canadian doctors killed 10,064 people in 2021, not counting babies. That's up from 6,700 in 2020, and 3,100 in 2018.  The program kicked off in 2015.  New Iowan law bans abortion after 6 weeks Iowan Republican Governor Kim Reynolds has signed a 6-week abortion ban into law. The law allows exceptions for rape and incest, as well as miscarriages and fatal fetal abnormalities.  Plus, it allows for the child to be aborted for any reason prior to the detection of a fetal heartbeat. Immediately upon the bill passing into law, pro-abortion forces jumped into action. State Judge Joseph Seidlin issued a court order to block enforcement.  Iowa has seen a shift to a more conservative red in voting patterns as 58% of the gubernatorial vote went Republican in the 2022 elections. That was 44% in 2002 and 2006. Suspected serial killer just arrested for decades-old murders Numbers 32:33 warns, “Be sure your sin will find you out.” Police have arrested a suspected serial killer concerning murders taking place between 1996 and 2011 in Long Island, New York, reports Fox News. That's 12-26 years ago. An architect named Rex Heuermann is in police custody.   About half of murders go unsolved in America which is about the lowest among industrialized nations.  God's heat wave In God's providence, a major heat wave across the southern part of the U.S. is producing record-breaking temperatures. Phoenix, Arizona just tied a record. Temperatures there rose above 110 degrees Fahrenheit for 18 days straight. And the current 7-day forecast is looking like a 25-day run. The hottest place on Earth — Death Valley, California -- hit a temperature of 128 degrees Fahrenheit on Sunday.  That's just six degrees shy of the world record. What Jeff in Tennessee told me On Monday, I announced that Shannan in Alexandria, Minnesota generously offered to match, dollar for dollar, the first 10 people who gave a one-time gift of $600 or pledged $50/month for 12 months to help fund this newscast for another year. Jeff in Sevierville, Tennessee was one of the first four Worldview listeners to accept that challenge. When I called him up yesterday evening, this is what he told me. JEFF: “You may not know it, but you have coffee with me most mornings about sunrise. I really appreciate your broadcast. I've supported you for two or three years now. And I also knew that I needed to change the amount of my giving. So, I'm kind of calculating, and I keep coming up with this number, you know.  “When I heard that Shannon from Alexandria, Minnesota had made a challenge to people, up to $600 amount, I knew then that that was the number that the Lord had given me to give to your ministry. So, that's what I did.  I'm a steward and it's the Lord that's sown into your work.” 12 Worldview listeners gave $6,687.75 Through God's provision, 12 Worldview listeners donated toward our $80,000 goal by Monday, July 31st to keep this unique Christian newscast on the air. Our thanks to Christina in Gibsonia, Pennsylvania who gave $25, Ben in Wall, Texas and Eric in Burnet, Texas – both of whom gave $100, and Nancy in Ketchikan, Alaska who gave $180. We thank God for The Dreyer Family including Elijah, age 15, Malachi, age 12, and Samuel, age 8 in Greencastle, Indiana who collectively gave $232.75, Leann from Zeeland, North Dakota who gave $300, Ed in Wellsburg, Iowa who pledged $25/month for 12 months for a total gift of $300, and Julie in White Hall, Maryland who gave $350. We were touched by the kindness of Zephaniah in Lomax, Illinois, Jeff in Sevierville, Tennessee, and Caleb in Boiling Springs, Pennsylvania – each of whom gave $600 as well as James in Lenoir, North Carolina who pledged $75/month for 12 months for a total gift of $900. As promised, Shannan in Alexandria, Minnesota will match those last four donations with a gift of $2,400.  If you are one of the next six Worldview listeners to pledge $50/month for 12 months or give a one-time gift of $600, she will match you as well. Those 12 new donations add up to $6,687.75.  Ready for our new grand total? Drum roll please. (Drum roll sound effect) $32,981.16 (Crowd cheering sound effect) In order to hit our $60,000 immediate goal by this Friday, July 21st, we need to raise $27,018.84. After the next six people give $600 or pledge $50/month, we will need to raise $19,818.84. That would mean 16 more people to pledge $50/month and 32 more to pledge $25/month. Just go to TheWorldview.com and click on “Give” at the top right to give what the Lord is prompting you to donate.  Make sure to select the “Recurring” tab if that's your wish. And, by the way, I'm still looking for 2-4 sentence long emails from listeners across the nation and around the world. What does the newscast meant to you. I'm especially interested in hearing from listeners outside America and Canada. Make sure to include your full name, city and state, and if outside America, your country.  Send that to Adam@TheWorldview.com. Close And that's The Worldview in 5 Minutes on this Tuesday, July 18th in the year of our Lord 2023. Subscribe by iTunes or email to our unique Christian newscast at www.TheWorldview.com. Or get the Generations app through Google Play or The App Store. I'm Adam McManus (Adam@TheWorldview.com). Seize the day for Jesus Christ.

Episode Show Notes In this episode we cover:  Why accessibility is important What is assistive technology Easy ways to make our content more accessible How to use alt text The four main principles of accessibility This week's question is: Tell me something interesting you've learned this year. Recommendation of the week is: Guava Flavored Lies by JJ Arias Apple Kobo Amazon UK Amazon USA ***this show uses affiliate links Find out more about Jeff, Michele and accessible content: Content For Everyone Buy the Book Here Color Contrast Checker Rebel of the Week is: Angel Ackerman If you'd like to be a Rebel of the week please do send in your story, it can be any kind of rebellion. You can email your rebel story to rebelauthorpodcast@gmail.com 1 new patron this week, welcome and thank you to Wendy Karas. A big thank you to my existing patrons as well. If you'd like to support the show, and get early access to all the episodes as well as bonus content you can from as little as $2 a month by visiting: www.patreon.com/sachablack   Transcript: Sacha: This is The Rebel Author Podcast, where we talk about books, business and occasionally bad words. Hello rebels, and welcome to episode 180. Today, I'm talking to Jeff and Michele all about accessible content and making our books, our social media, our websites more accessible for more readers. But first to last week's question, which was: what book has gotten you out of a reading slump? Carrie says, "I'm still in a slump. I'm always so tired by the time I have time to read that I can read a few pages before I shut down. I think I need an audible subscription again." Heather says, "The book that recently got me out of reading slump was the rage read that was Iron Widow, and it was just what I needed." Claire said, "Another Stupid Love Song by Miranda McLeod and Em Stevens. Last summer, I was racially abused on my way home and followed to the train station by a group of white man." I'm already fucking livid reading this. "It was really traumatic, and I fell into a deep depression afterwards. Stopped going out, stopped writing and reading." I hate reading this. I'm so sorry. "But then I saw Miranda mention that she had a new age gap romance. And the part of me that felt curious about stories began to wake up when I started reading the straightforward writing style, fast pacing and promise of a happily ever after made a good book to start with." I seriously don't know what the fuck is wrong with people. Like, I'm not going to get into a whole load of politics and opinions right now, but just know that reading that made me really crass, and I'm really sorry that you experienced that. I'm really really glad that reading and story and happy ever afters have helped you to at least heal a little bit from that experience. This week's question is: tell me something interesting that you've learned this year. We are heading towards the end of the first quarter. What the fuck? And so I want to know, what have you learned this year? It could be something small. It could be something not at all about writing. It could be anything really. So yeah, it can be about yourself as well. Let me know what you have learned about something this year. Okay, the book recommendation of the week this week is Guava Flavored Lies by JJ Arias. JJ is a fuckin master of bickering. This is the same JJ who interviewed me in the Ruby Roe launch episode. And JJ is coming on the show. We are literally just in the process of booking a date. Oh my god, I had the pleasure of reading Guava Flavored Lies in audio, and it was so good. It was the breath of fresh air that I needed. And okay, so let me tell you about it instead of just keep fucking ranting about how good it is. It's a contemporary romance, sapphic romance, contemporary sapphic romance with two Cuban families rowing. They've got a shit ton of like history, familial history, and like generational arguments between them. They're both pastry chef families and they own like pastry shops. The bickering went back to school girl days, and I've just never read anything where the bickering was so real and so funny and so brilliant. And I just like I literally laughed, and I don't know, I don't know. I think it actually will go down as my favorite contemporary romance that I've ever read. I loved it that much. It's kind of rivals to lovers as well. Yeah, enemies to lovers, rivals to lovers. Probably rivals to lovers, I would say. Just because there are no like stabbing knives. But it is just fantastic. So if you are looking for an example of dialogue that is sharp as fuck, and bickering that is just fantastic between two love interests, this is the story for you. I highly, highly recommend this book. Of course, links will be in the show notes. So in personal news and updates, I'm sick again. Literally can't fucking believe it. Woke up a couple of days ago feeling like rough as a dog, and I just honestly, I really want this to be a positive episode. I hate being whiny, you know what I'm like, I like to charge forward at 1000 miles per hour all of the time, and always look to the goal, to the future, to the whatever. I just, I'm struggling this week. It is a struggle. I am exhausted again. And I genuinely don't think it's any one thing in my life particularly, I just think it is the fact that it's all combined. And I really need to fucking slow down or like, not slow down, but just like take something off my plate before I crash and burn, because I sort of feel like this is a mini physical burnout. I have decided to reduce boot camps slightly. Instead of going five times a week, I'm gonna go three times a week for now. And I'm going to move one of those to the weekend so that I get a little bit more time in the week during the working days so that I can, you know, not work in the evenings so much. But yeah, I'm really over being sick this year. It is alarm bells to me. I am acutely aware that this is a problem and that I need to have a holiday or take some time off. The problem is I'm really shit at taking time off at home because my office is at home. So, you know, that's why I like to travel because then the office isn't here, the temptation isn't here. It's probably a very privileged thing to say. But you know, I do struggle to take time off at home. It just is what it is. It's a fact. So that's kind of where I'm at. Yeah, I don't feel well, and I would like to not be working today, if I'm honest. But there are things that need doing and things that have deadlines. So on I go. In terms of what I've been working on, I have started The Villains Journey. I'm super excited. I have been trying Rachel's method, which I know you guys will have heard about last week on The Black Herron. Oh, no, no. So for those listening on the podcast, you won't have heard about this yet. But for those on Patreon, you will have heard about it. So in the coming episode, Rachel and I discussed the fact that she started writing 500 new words a day on anything. They can be any project. And I was like, oh, that's amazing. And basically, if you do it every single day of the year, I think it's about 182,000 words a year. That's like three books, or more if you write nonfiction and shorter word counts. And I'm not going to do it every single day, I'm just trying to do it every working day. And so yeah, I have started The Villains Journey, and I'm already 3000 words in. I know that doesn't sound like a lot, but I'm not supposed to start writing this until May, you know, and at this rate, I can go to May with about 20k in the bag. So feels like a lot to me. I'm very, very happy. I'm about 19,000 words into the second Girl Games book. This is the one that I already had 30k in, but no, as you know, I more or less scrapped it. I have salvage some of the stuff from the first version, and so yeah, I'm 19,000 words into the book. I've been doing about 5000-word days, which is great. And using a write to sprint in the morning, and that's really been helping. So yeah, I feel pretty good about the writing projects. And it's really nice to be writing words. I find that I get to a point where I'm exhausted and don't want to write anymore, probably because I burned so hard, and then I like get very sick and tired of doing the marketing or the entity or whatever it is, and want to go back to doing the drafting. So it's a good schedule to have to be able to switch between the two. So when you hear this, it will be my birthday week. And I am considering, given that I'm not feeling very well, that I might take a couple of days off. I don't know, we'll see. I would like to go down to London and go to the Big Waterstones and like spend some time in there, but we'll see. I don't know whether or not I'll actually get to do that. But it would be nice to, so we'll see. You know, given that I'm not feeling very well, I think that is probably everything that I'm going to update you with this week. So the rebel of the week this week is, and I have to say, I did pause for a second and have to reread the name, It's Angel Ackerman, which when you write it and you read quickly, very much read as Angela Ackerman. Not Angela Ackerman, ladies and gentlemen, it's definitely Angel Ackerman. So let me read Angel's story to you. "I work in the Stitch Fix warehouse in Pennsylvania folding clothes for eight hours a day. I'm a former journalist and needed a low stress job that could allow me time and energy to pursue my own creative interests. At the warehouse, which Stitch Fix refers to as Hizzies, with cute names for each, we are the Buzzy Hizzy, but there is also the breezy, the hoozy, the dizzy, and the fizzy. I'm allowed to listen to podcasts, and so as a writer, I discovered The Rebel Author podcast and many others in the industry. "I have racked my brain trying to capture a rebel story from memory and suddenly I realized my whole creative side hustle is rebellion. I founded Parisian Phoenix Publishing in 2021 as the brand behind my paranormal women's fiction series, Fashion and Fiends, debuting with the first volume, Manipulations, in September of that year. "One of my best friends is a graphic designer with an obsession with typography. In her first job as a graphic design professor had invented the name and logo for the company and a complete boxset of the novels in 2008, just to have something to submit for the faculty art show. At the time, I was shopping my novels to traditional publishers and agents, attending conferences and serving on the board of my local writers group. Motherhood prevented me from giving proper effort to that, and the book industry was changing so much in the aughts. "When the pandemic happened, I thought it would be fun and rebellious to self-publish preserve these stories for my now teen daughter. But the project barrel rolled into a full-fledged craft press as more people asked me to publish their books. I asked fellow writers and artists for help with projects being proposed because linking creative communities is one of our goals. "As of 2023 Parisian Phoenix has nine published books ranging from an anthology of marginalized voices, LGBTQ disability, mental health, body image, ethnicity, etc., to a romantic comedy with original photographs, a devotional focusing on how to protect yourself in a violent modern world without violating your Christian values in production, and an 11th book of short stories in the editing phase. Not to mention, poetry, a holocaust memoir, and nostalgic fiction. "Each book seems to host its own rebellion. Our tagline is: publishing unique voices and diverse perspectives. And many of our staff members and peer review board members have disabilities. I have cerebral palsy. My assistant editor has been blind since birth. And we have primarily women on board." This is an awesome, awesome rebellion. And yeah, look up Parisian Phoenix if you are interested in finding out more about them. I think this is such a cool rebellion, and the fact that you are creating communities and collecting people and helping to bring diverse voices into the world is just fantastic. So I absofuckinglutely love that rebellion. And also thank you for listening. If you would like to be a rebel of the week, please do send in your story. It can be any kind of rebellion, something big, something small, or something in between. You can email your rebel story to Becca over on rebelauthorpodcast@gmail.com. A huge welcome and a warm thank you to new patron Wendy Karis. And of course, a gigantic thank you to all of my existing patrons. You guys help keep the show running. You make me feel like what I do is worthwhile and having a wonderful impact, so I really, really appreciate each and every single one of you. If you would like to support the show and get early access to all of the episodes, as well as a ton of bonus content, then you can from as little as $2 a month by visiting patreon.com/sachablack. Okay, that's it from me this week. Let's get on with the episode. Hello, and welcome to The Rebel Author Podcast. We are in for a special treat today because we have not one, but two guests on the show. First, we have Jeff Adams. Jeff is a creative entrepreneur, as an author of both queer romances and young adult fiction, as well as the co-host of The Big Gay Fiction Podcast. In his day job, Jeff's a certified professional and accessibility core competencies by the International Association of Accessibility Professionals. As the Accessibility Operations Director for UsableNet, a company focused on making the digital world more accessible and usable, he consults with clients around the world about digital accessibility. Next up we have Michele Lucchini. Michele is the Vice President of Delivery and Accessibility Operations for UsableNet and overseas the teams responsible for ensuring client success in their digital accessibility program. Michele's background is rooted in software development first, and moving to team and operation management later. Thanks to experience gathered in over two decades, Michele is an expert at helping companies from the largest to the smallest, making their digital experiences accessible. Hello, and welcome. Jeff: Thanks for having us, Sacha. It's great to be here. Sacha: So Jeff, you were first on the show back in episode 55, which I can't actually believe because that was October 2020. Jeff: It feels like a year ago, like years and years and years ago. Sacha: I know. I know. I mean, honestly, time is a lie. I was texting one of my friends this evening who was talking about the movie, Everything Everywhere... Jeff: Everything Everywhere All at Once, I think. Sacha: Yes, that one. And I was like, "Oh yeah, yeah, that was out like three years ago." And she was like, "Oh, actually, no, it's up for the Oscars now." And I was like, "Wait, what? No, no, no. It could not possibly have been out last year." Though it was. Yeah, time is a lie. It's weird. So normally I ask people like what their journey is, how they came to writing the book. But I'm gonna ask you first of all, like, what have you been up to since then? Because obviously, we know like your journey from the first episode, which I'll link in the show notes. Jeff: It's interesting as I went back to look at 55, and like what was going on in October of 2020. Like, within the month before you dropped that episode, so between the time we talked for that interview and you dropped the episode, we actually ended The Big Gay Author Podcast, which is one of the things we were talking about on that show. Mostly, because with pandemic and other things that were going on, like some of our priorities shifted, and it's like, we weren't sure that show was really relevant anymore. So as it's so popular, now, we learned how to say no and learned when to end something, and put that aside. Big Gay Fiction Podcast continues on. It went into its eighth year last November, so we're 400+ episodes now there. So that's been exciting. I've written the book we're about to talk about. And the neat thing about that, I think, is writing this nonfiction book, I think has resparked my fiction side a little bit, because I've been really stagnant over the last couple of years. I've done some rereleases of some things I got the rights back on, but writing new stuff has really been a struggle. So my fingers crossed, that the nonfiction kind of broke that kind of cloud over my head, if you will, and I'm gonna be able to hopefully get some new fiction out this year. Sacha: I always find nonfiction is a real palate cleanser. Like I adore fiction, but I definitely need to also write nonfiction, because it gets me excited to go back to the fiction. Otherwise, I do tend to find it's a bit of a burn. So Michele, have you written other books? Or is this your first one? Or? Michele: That's the very first one. Sacha: That's exciting. Michele: The last thing I wrote was my thesis at the university. And that was far from exciting. Well, actually, it was in home automation, so it was actually an interesting topic. But I've always loved writing, but I never dedicated myself enough to call myself like a producer or a writer of a proper book. Sacha: So before we dive into the questions like about the book, then how did you find writing, and writing together? Like what was the experience like for you? Michele: Well, let's also consider that it's not my mother language, right. So it was an extremely interesting experience. So I had the opportunity to learn on many different threads. So one is the challenge of transferring something that is my daily job knowledge, and the knowledge that has been built across 22 years, that I would use the word dedicate to this topic. Plus, learning the ability to put in words for somebody who is not an expert. One of the limits that I realize I have is that sometimes when you gather so much experience, you can lose the ability to explain and translate it in easy terms. I think that Jeff has experienced the same. I remember the first iteration of our review process, we were asking ourselves, does it make any sense for somebody if it's their first time approaching the topic of accessibility? So it was an interesting learning curve, but it was what made all the project extremely interesting for me. Sacha: Well, you both absolutely smashed it because it's the most meta book possible. For a book on accessibility, it's extremely accessible for someone who knows nothing about it. So you absolutely smashed it out of the park. So well done, both of you. And that is what we're here to talk about. And your new book is called Content for Everyone. And it focuses on the topic of accessibility. So before we dive into some more technical, practical tips and tricks, like why accessibility? What made you want to write a book on this topic? And why is it so important, particularly for the authors and writers listening? Jeff: The whole thing kind of became this big smashing together of my day job in accessibility. But the things that I do on the creative side, so even before the book was kind of a seed in my head to do, I was trying to make sure that my sites, my email, my social media, were as accessible as I could make them. You know, because I'm not technical. Knowing what you need to do and actually being able to do it can be two different things, you know. So, moving through this, and as I talked about content accessibility all the time, it's one of the things I trained UsableNet clients about, is that very topic. It's so in my brain, I can't not see issues almost everywhere I go on the net. No alt text on Facebook, bad color combinations here, things that don't work with keyboard. You know, all these things just keep being in front of me. And I know that nobody sets out to do that. You know, nobody sets out to make inaccessible content that can exclude, potentially, a lot of people. They just don't know what to do. And they don't know what the topic is. So it's like, why don't I try to create something that distills what you can work on, and also to a degree, things to watch out for, because there are things in the book that are--and keyboard navigation is a great example of this, and we'll probably talk about a little bit more about that piece of it later. But you're not going to fix your own keyboard navigation issues, but if you know you have them, you might get a new template or do something to start to mitigate those problems. And so that's kind of where it started. And then one day, as I was talking with Michele, as we do all the time, I was like, I'm gonna write this book. And he was interested, so we decided to kind of tackle it together. Sacha: I love this so much. And like, I think it was such a humbling experience for me to read as well, because my stepfather is disabled, and he uses a wheelchair. And so I have a reasonable amount of knowledge about accessibility in terms of like mobility and physical issues. And so I kind of went into the book thinking, oh, yeah, like, I'm gonna understand. Holy moly, I was so ignorant of digital issues. Like all of the bits and bobs, like on social media. Like just things that I wouldn't even have thought would be an issue. And that's what I love so much about this book is I genuinely feel like every single person listening to this podcast will go away having learned something. So I think it's really important that listeners do go and educate themselves, and buy your book, I read your book, because it's fucking brilliant. So in your book, one of the things that you talk about are the four main types of disability. And I think it'd be helpful for listeners to understand what they are to give some context to the rest of the podcast. And I don't know if you are able just to give some like references to a couple of the numbers, which were really quite significant. And I was quite shocked when I read it and saw some of those stats. You know, and by that, I mean, sort of how many people are affected by disability. So yeah, because this is an important topic. Michele: Yeah, it is. And numbers are shocking. And I think that we can identify four main categories of disabilities, which is mobility. And this is the largest group, so over 13%, almost 14%, of US population as some mobility impairment. So translated into a digital experience, it could be something preventing the user to use emails, or a regular pointing device. The second category is the cognitive disability. And here we are talking about over 10% of the US population. Any cognitive disorder, it could be learning difficulties, dyslexia, and I'm not just talking about very, very bad disabilities, but just simple conditions that are not preventing an individual to conduct a normal life. The third category is the auditory ability. The count is around 6% of the population. And the auditory disability is any form of hearing loss. And last but not least, is the visual disability. Here we are around 5% of the population. So within the visual disability, of course, we include the blind individual categories, but we might have any kind of low vision, color blindness, contrast deficits, and all impairments that are preventing a user to be able to see colors or transfer the content as the mainstream, which is a word I hate and a concept I hate, will experience on this side. There is one more, in my opinion, a shocking number. Beside the fact that with easy math, we are seeing that 20% of the population as a sort of disability. 20% of your audience, your customers potentially have a sort of visibility. But in these 20%, we're not counting all the temporary impairments. So somebody that broke his arm, somebody that is using his mobile phone under the sunlight, and the sun is hitting the screen and he's not able to see as well as he'd be able to see the screen in the dark. We are now also considering that the age of the digital population is increasing year after a year. I always use an example, so my dad is 74. He is active, smart, quick. His expectation is to keep interacting with his mobile phone, for example, as it is right now. Why should he accept that as his sight is becoming a little bit lower, as his precision with the movements might degredate. In the course of the years, he won't be able to use his phone, he won't be able to do what he's doing with his computer. So that becomes a basic expectation. So we need to take that in consideration. So that 20%, actually, is much, much more if we are considering all the, let's call them disability induced by the context of use. Or simply the population getting older. Sacha: I think one of the things that I found enlightening is the term assistive technology and what that captures. Because I think many of us are actually using some of these technologies without even realizing that actually, they are tools that help those people who do have accessibility issues. I know I certainly was like, oh, you know, I was just using this because this is a handy thing. And actually, they're integral to ensure that our content is accessible for everybody. So I wondered if you could talk about what assistive technology is and give some like examples, just to put it into context. Jeff: Yeah, absolutely. It's something that, as you noted, we use it every day and don't even think about it. You and I are wearing assistive technology right now, Sacha, because we're both in glasses. Think about what you would not be able to see if you didn't have your glasses on. Sacha: I really couldn't. Jeff: You know, it'd be a mess. Using speech to text technology, I think we use it all the time. Authors certainly use it a lot to dictate their manuscripts. You know, if you're dictating a text to your phone, and then sending it that way, or interacting with any home assistant, that's part of it. But also for some people who maybe are restricted in the mobility area, they may use speech to text of that kind to literally navigate the web. And that would be what they'd use in place of a mouse is speaking to the computer. The keyboard itself is a big assistive tool for some people, because theoretically, you know, by the rules of accessibility, you should be able to interact with the site completely on your keyboard, without interacting with the mouse at all. So things like that, you know, are some of the high level things. But then each of our computers, if we're on any kind of, you know, modern Mac or Windows machine, or if we're using Android or iOS phones and tablets, all of those have a huge array of accessibility things built right into them. Whether it's a screen reader, Zoom technology, more around voice to text, a whole bunch of things. And I would really encourage people to look in their settings for their computer and their devices just to see the long list of things that are present that people could use to be interacting with their digital content. Sacha: So like what is the consequence of this to authors if they don't engage with making their content accessible? Michele: I think that the easiest to perceive consequence is they may leave out of the door a good portion of a potential audience or potential customers. But besides the numbers, beside the, let's say, business aspect, I like to think about the impact on potential reputation. Michele: The impact on the idea that the audience, the customer, might have on just ignoring categories of people. So we need to, I think that it is time for us to all get sensitized on the fact that we need to build a more inclusive world. I mean, it is everyone's responsibility, it is not Jeff's, it is not Michele's, it is not Sacha's responsibility only. It is not an expert's responsibility only. Everyone can provide a contribution. So, in my opinion, the impact on the reputation is probably getting to be the most prominent one. And this is what my advice is. Jeff: If you think about the whole idea that not doing this excludes people, and of course, I think all of us creatives really want to be about inclusion. We talk in the book, we talked to four different people in the book who have different disabilities, and in some cases, different multiple disabilities. And one of the things that struck me was speaking to one of my fellow authors in the queer romance space. They were trying to interact with courses, you know, there's a whole array of courses available to independent authors for ads, and for marketing here, and marketing there, and writing craft and all these things. And repeatedly, they are not finding courses where like the live courses don't have live captions through whatever venue it is. And certainly Zoom is really good at live captions for any call that you're doing there. But even in the replays, captions or transcripts weren't available. So they either, you know, don't get to interact with the training at all because they're deaf and hard of hearing. I mean, they've got hearing aids, but those only give them about 30 - 40% of the full picture. So they either strain to hear that content, and try to work on it, which of course is taxing and tiring, or they abandon it all together. And they really feel like they're not getting information that other authors get because, you know, they're not included in that experience. Sacha: Yeah, transcripts is a real sticking point for me, because when I first started the podcast, I used to do transcripts for the show. But at moment, I only have school working hours, and you know, each transcript for an episode is a two hour job. You know, when you do four a month, that's a whole lot. That's more than one working day, and I just can't afford the time. But it is something that I provide for courses. And I do try to make sure I do video audio transcript, and you know, all of that stuff. It's very frustrating for me because I would like to have the sort of AI transcription software be more accurate because I can't just transcribe and leave it and put it up because there are things still that don't make sense. It's not accurate enough. And obviously, outsourcing, it's costly. So that's one of the things for me that I know that I could change, and I would really like to change. But obviously, it's a costly exercise one way or the or another. So we know that it's important to make sure our books and websites and social media are accessible to everyone. So what are some easy wins that people could take away from this episode? Anything practical that we could do to make our content more accessible? Jeff: You kind of hit on one of the things there in what you just said around auto generated. Auto generated anything doesn't make it accessible. Auto generated transcripts or captions are just riddled with mistakes. They come close, they're about 95% of the way there, and they're a great point to start the editing process, but they're not complete. And they will leave your audience feeling the same way, like if you just put out a first draft of a book without any copy editing and without any fixes to it. That's also true for alternative text because Facebook and Instagram, for example, will put alt text on anything you upload to it, and it's horrible. It'll be like, "might be one person standing outside with a beard," because they've got a beard on their face. And they'll just kind of tag that on the end. And it'll also try to read any text that's actually in the image. And if you think about those very popular book promo graphics right now with the book in the middle and all the little arrows pointing with like tropes and plot points and stuff. Sacha: I posted one of those today. Jeff: The AI will actually read left to right, trying to read each line of that, including the book title and the bylines, and present that. That's what Facebook offers. So you need to make sure on social that you're cleaning up the alt text that's present there so that it's not just some real garbage that's sitting there. Then another key I would give, knowing how everybody loves to use emojis, really limit the use of them. Like put them at the end to like finish the punctuation on a post or a sentence or something. Don't start with them, because especially for screen readers, each emoji has its own thing that it reads out, that may not be the context that you want it to be. Don't put emojis between the words for the same reason. Also you think about cognitively disabled people and emojis as well. The context and the way you want those to be perceived, if somebody is already having to parse the words you're putting in there because maybe they're dyslexic and they need a very clean line of text, or some other cognitive disability, you're just making it that much harder for them to get the message that you're trying to give because you're trying to add some visual sparkle with the emojis. So I would say that those are my three quick hits on some things that can start to make the content more accessible. Sacha: Yeah, I still remember the first time somebody asked me to put captions on my stories. And as far as I'm aware, they have no accessibility issues, but they used to watch my stories at work, and they couldn't watch them with sound on. I was like, "oh," and I was like, "yeah, sure, I can do that." And then, obviously, there were other comments from other people who were like, "Oh, actually, now I can like watch your story, like watch/read your stories." And like, that was a real eye opener. I just think so much of this is just pure, like, what's the word? Not nefarious, but it is still ignorance. You know, it's just accidental ignorance in a way. But the emojis, I definitely do far too many emojis and I am going to make an effort to make sure they're at the end instead. I definitely start with emojis, I put them in the middle, you don't even think about it. So yeah, now I will be thinking about it going forward. Okay, so you've just mentioned alt text there. But I wondered if you could give me an example of what good alt text is because I do some freelance work managing a blog, and I know that when we have pictures, we're supposed to put alt text on there. I never really know what it is I am supposed to be describing or what I'm supposed to be putting into the alt text sections. So like, how do I know where I'm supposed to use it and when it's not actually needed? And how do I know what a good sentence is to put in there? Michele: Somebody says that finding the right alt text is like an art. And I actually agree with that. There is no magic recipe to define a good alternative text. We always recommend it is important to understand what role an image plays within the context. The context of what? It could be the context of the page, the context of the message we are communicating. So in the case an image is purely decorative, you're just using an image as a sort of placeholder, an extremely nice placeholder, but it's only conveying a decorative meaning, in that case, your alternative tags should be empty. It does not mean that you don't have to put the alt attribute, because if you don't, assistive technology will read the file name of the image, making it very difficult to understand for the final user. But setting the alternative tax as an empty, the assistive technology will know that that image will need to be ignored. So it won't be read. Instead, if the image is conveying a message, an important message, you should describe it with the right message. I mean it was funny for us, not in the context that we found the issue, it was the classic search icon, the magnifier lens, and so the site we were reviewing had, as an alternative text of the magnifier lengths, magnifier length. Instead, there was supposed to be search, because the function of the image was search, it was not magnifying something. So you can just imagine how confusing would have been the experience of a blind user using a screen reader that was hearing that there was an input text field on the page, so maybe that is what I can use to search something, and then magnifier lens. When you experience that, people with disabilities now have a bad website. With very little effort, you can fix it, you can make your site more accessible and more meaningful to everyone. Sacha: Yeah, that's so interesting, because obviously, you derive meaning from seeing the image, but actually, it's the function of the image that's the important bit. I think that's a fantastic bit of learning for everybody to take away. One of the other things you talk about in the book are the four main principles of accessibility on a website. And I think these are things that authors should be aware of. So I wondered if you could just briefly go over them. Michele: Yeah, sure. The web content accessibility guideline, which is the sort of Bible to determine whether a digital property is accessible or not, are four. And actually, those four principles also apply to everyday object accessibility. So the first one is perceivable. It means that any user must be able to perceive the content and the interface of your website. So we just did the example around the alternative text, that falls under the perceivable principle. The second principle is operable. So it requires to provide the ability for all users, independently by their abilities, to operate with user interface. The classic example is, let's consider a motor impairment, and it prevents the user to interact with the mouse. So the site must provide the ability for the user to use just the keyboard to interact and browse the site. The third principle is understandable, which probably is the easiest to understand. So the interface and the content must be understandable to the user. This actually, on some of these success criteria, it becomes extremely interesting because it also covers cultural disabilities. So the use of an easy language and all these aspects are, I think, extremely interesting for authors. And last but not least, is the final principle, which is the robust. It is probably the most technical principle that is included into the guideline, but it is all about respecting the standards, and respecting the core compatibility. One of the things that we always have to remember is that users with disabilities are massively relying on their system. So they are probably not upgrading them 30 seconds after the operative system notifies us that there is an upgrade ready to be installed. They don't do that because the risk of losing the ability to, for example, have the system working as it was working before, it might generate a big problem. Imagine a blind user that relies on his computer or any screen reader to order the food, to book the train ticket, to book a taxi. If after the upgrade, it won't work anymore or won't work as it was working before, considering that learning how to use a screen reader is probably a multiyear experience. Sacha: I find that so interesting. Actually, that's going to make me slightly more empathetic, I think. So with my stepdad, we often help like change bills over and do things like internet swap over, but there's a lot of resistance to like upgrading. And I was like, you need better internet, like you need it. And, you know, I wasn't particularly empathetic about it, but actually I get it now. I get it. Yeah, I can understand because so much is reliant on the existing system. And I'm just like, yeah, well, we can change it and upgrade it and make it better. But actually, when there are so many systems, you know, phone systems and call systems and nurse systems that are based on it, I can understand why there's that resistance and reluctance to change it. And so yeah, thank you for that. Now, I'm not very empathetic person, but I'm going to try very hard now to be better. Yeah, thank you. I've read the book and learned so much and I'm still learning even more. This is a fantastic interview. Thank you, guys. One of the things, speaking of, that I learned was that using color to differentiate isn't always helpful, which blew my mind because I am an extremely visual person, and I actually rely on color to learn. Like when I was studying at university, I would put my psychology studies in certain colors, so that I could close my eyes and picture like my big brainstorm thing, like with all the different colors on it, and then I'd remember the numbers and the words and the authors and things. And so that helps me to categorize and it's how I find books on my bookshelf. And I was ignorant of, obviously, the fact that that's a huge problem for people who are colorblind. So what are some of the things that those of us who are able bodied take for granted that you wish that we would change? Michele: Yeah, relying on color to convey information is probably one of those. Just the color is not enough, you should use something else. Let's do an easy example. So imagine that the style that you have on your website highlights the links only with the color. Let's also make sure the links are underlined, which is the standard, let's say link style, because otherwise, people might not be able to perceive the difference between the link and the plain text. The same when you are providing instructions on how to do something. Recently, I've seen a sign that was suggesting to use the red button. But what if I'm using my interface only on a scale of gray? I will not be able to perceive what is the red button, and I will not be able to distinguish between the other buttons. So again, it is not necessarily a hyper technical aspect, it is the ability to start understanding which are the difficulties. And these are difficulties that you might be able to perceive, not just on the web, but on the everyday life. So this is, I think, one of the nicest thing around accessibility, that when you start learning, and Sacha, you confirmed that before, right? When you start learning it on a field, then you naturally apply it to a number of different fields. And the use of colors is a classic one that you can find on books, guides, instructions, websites, on Facebook post. It is a very popular mistake. Sacha: I think it's so natural for so many of us to, you know, we go through the world with our own rose tinted spectacles on. We go through the world with our own experience. And so often we take that for granted that that's everybody's experience. And it's not. And that's why this is so important because none of us are perfect. We all have things to learn. And I think as long as we are open to being humble, and to putting our hands up and say, "Actually, yeah, I had no idea. I'm going to change that now." I think that's one of the magical things about your book is that you say throughout it that nobody's expecting you to do everything in this book immediately. You can do one little thing this month, another thing next month, you know. And I think that's what's so encouraging because I actually left the book very motivated to try and fix some of these things. Jeff: The thing to remember, and you kind of touched on it there, that we tell you, you don't have to do everything, but it's also a mindset of progress over perfection. It's one of the big things talked about among all the advocates in this space, because you can't do everything all at once. And especially for who we're talking to here, which is really creative entrepreneurs, probably little to no technical experience, working with little to no budget, you know, maybe if they're lucky, a PA who helps with this stuff. But to know you can choose to do nothing on your existing content and always do better going forward, those little things add up. You don't want this to feel like a crushing like, oh god, now I've got two thousand other things to go do. Baby steps, parse out what you're gonna do, what you think the most important thing is, and just do something. Yeah. Sacha: And like, speaking of doing something, I think one of the things that authors spend a lot of their marketing time on is social media. So what are some of the things that we can do to be more inclusive and accessible on social media? Jeff: Really think about that emoji use. I mean, I will tie back to that, because emojis is one of the places that I think most people, if they're going to abuse emojis, it's abuse on social. Put them at the end of the post, don't bury them in the middle of it, so that your message comes through. And that's really what I look at in every instance when I'm thinking about social. It's let's make sure the message you're giving actually comes through. Instagram stories and TikTok, when you can add your own text to those, make sure you're using text that's actually big enough to read. Those stories, you can't pinch and zoom and do all that stuff. And there's so many Instagrams, people type these big, long missives on their Instagram stories, and it's really teeny, tiny text, and I'm like, I have no idea. And if I am not reading it with my glasses on, it's like, yeah, you're gonna lower your interaction with that. Make it bigger text, more screens, whatever that takes to get that across. The same thing when you're doing caption fonts, like I love your caption fonts when you're doing your stories. It's good, big text. I think I could read that with my glasses off, perhaps, which is great. Think about how you're using images and what you're doing with them. Images of text are used a lot, and you know, they're catchy, like those graphics we talked about with all the arrows pointing to the books. But make sure that that message is coming out into the post itself. Because, you know, we talked about using alt text, which is great, but there are people with low vision, who aren't going to use the screen reader to get to the alt text. So for that book example, all of those little pop points that are running around the outside of the book, make that part of the post in a sentence format. You know, "this book features these things," so that it's equivalent information presented. That comes back to the perceivable principle that Michele mentioned. Different people perceive in different ways, so make sure the content is available in all those different perceivable ways. Sacha: So I got halfway there with that trope's post because I put the tropes in the caption, but then I put a tick emoji by each one. I was so close. Michele: You need to read the book again. Sacha: Clearly, I do. Okay, last sort of major question then. Talk to me about font. You've mentioned font, about having it large in captions, but also there are things that we should know about choosing font for our websites or for our books or social media where possible. Jeff: I would say this is less about books and book covers because that's going to the brand and the feel of the book, and that kind of thing. And the book cover itself is really art. And yes, there are certain things you could do, but you don't want to like take away from the feel of your cover for that. When you're promoting the book, you want the text around that art to be properly accessible and stuff. You can't really adjust the font on aspects of social. You've got some font choices on stories and areas like that. But if you're gonna look at font families, for example, like Tahoma, Times New Roman, Verdana, and to a large degree, Arial, Calibri, Helvetica, those are generally well accessible fonts because the things that you're looking for are easily distinguishable letters. So a font where a lowercase L and an uppercase I and the numeral one, don't all look the same. Because then you're gonna start having people having difficulty parsing the letters if they're visually interacting with them. And then, of course, it's a good font size. So you know, well 14 size font on websites and in emails and stuff. Think about are you using on your emails, for example, a mobile friendly template so that somebody doesn't have to pinch and zoom even if you're using a big font, because it's not reformatting in the mobile window well. And if you're doing tiny text, don't go too tiny. Even if you're doing like rules for something, somebody's trying to read that. So you know, be considered about that as well. Very thin fonts, things with big flourishes in them, be wary of those. Those will be much harder for people with cognitive disabilities, potentially, to parse and low vision to parse out what those are. Coming back to like images of text and that promo graphic, if you do have swirly stuff in there because it's part of the brand feel of the book, just make sure you're getting that message in the post and in the alt text so that it's all considerable. Two other things I'll throw out about fonts, and one of these ties back to color, is color contrast. So beyond the use of color that Michele mentioned, think about the color contrast and the ability to discern what's in the background versus the foreground. So if you're thinking about text, does the text pop enough off of the background color to be readable. And I'll send you for the show notes a link to a color contrast checker that's available, you just put in the hex codes for your foreground and your background, and it's gonna tell you if it passes color contrast. It nice little sliders on it so you can darken and lighten text to find the right balance to ensure that those visually interacting can see and discern the color appropriately and not have to like work too hard on it. The last thing I'll mention around text is the alignment of the text. Centering text, especially large blocks of text, we're not talking like headlines, but large chunks of text, very cognitively draining to read because your eye is always have to find where the start of the line is. Same thing with justification because there's inconsistent spacing between words. Left justify it so that I can follow, you know, not so much with the indents because indentations are expected, but you know, start left align copy so that it's just a straight line. It makes for the easiest readability. Sacha: Yeah, do you know I've always hated center justified text and I've never really know known why. And it is actually exhausting to read it. Yeah, that's so interesting. Thank you both so, so much because I think this is a really, really important topic. And I hope that listeners, even if they're only got to go and do one thing, please do go and take one action after listening to this podcast. Well, two actions. One, read the book, and then two, take a take a practical action. But this is The Rebel Author Podcast, so tell everyone about a time you unleashed your inner rebel. And I don't mind who goes first. Jeff: I will say that I prepared better this time than the first time that we did this because I know Will I found this question to be like, oh my god, what is this even mean? I have one for this though. And I challenge everybody after they read the book to start doing this kind of same thing. And it's gently educating people about accessibility. As you learn it, pass it on. Like, even before I wrote the book, every now and then I would talk to an author colleague, a podcaster colleague, about newsletters or things that I saw that just very clearly popped out to me because of this work that I do. Like maybe think about doing this thing different than this thing, to spread the word. And I'm even more kind of out there with it now. Whether it's a colleague, or a business that I that I work with. You know, I use maybe widgets and plugins on my websites to get to make certain things happen. I'll either go look for new ones, or be like, hey, this is bad, can you do something about this place? It's all about gently. It's not about aggressively coming out of the gate and be like, oh, my God, why aren't you doing this. It's like, you may not know this, but XYZ. And that way, accessibility becomes something that we all start to think about a little more. So it's a little rebellion and it takes a little courage to just know you're gonna go reach out to somebody go, can I just give you some unsolicited advice about this? But it's all about trying to make everything more inclusive. Sacha: Yeah, absolutely. Exactly. And the more welcoming we can be, the better our community becomes, and the more, what's the word, the more appreciated our readers feel. So I love that rebellion. Michele, what about you? You've got to have a rebellion, too. Michele: I do, I do. It might be considered close to Jeff's one, but the message I want to convey is that we live in a world that relies on accessory to use something that has been just purely designed. And we need to stop. The concept of an assistive technology, or even worse, an alternative, it needs to stop. So the fact that the product that you are designing, often we see the main actor as the designer, not the user, is what causes the majority of the accessibility issues. So we need to invest something that is not necessarily related to the technology only, but in the way we speak. And I include myself, I mean, this is a message that I send to myself as well. So to be more inclusive, but in a way that we think we will learn, which could be all the difficulties, all the possible different abilities of our audience, and we try to be more inclusive, but in a way that we don't just consider that if he's not able to use my website, for sure, she will have an accessory that will make her able to. Well, it's not always like that. We can design better, we can write better, we can produce better products to be available for a wider audience. Sacha: Yeah, I love that. And I think the best marketers who are authors keep the end user being the reader at the fore of their design of their books and their marketing campaigns. And you know, they're the ones who are the most effective at this. And so I think that's an amazing rebellion. Okay, tell everyone where they can find out more about you, your book, and anything else you would like to add? Jeff: Absolutely. So you can find all about Content for Everyone at contentforeveryone.info. Information where you can get the book, we're also going to be putting up routine blog posts there to talk about examples that we've seen, news that would be of interest to creatives. So we'll start to have you know that be kind of an ongoing resource to help share even more around the book. And Content for Everyone is available everywhere, eBook, paperback, large print paperback and audiobook. And you should find that anywhere you want to pick up a book, or pick up an audio, it should be there. Sacha: Are you narrating? Jeff: I am actually, yes. Sacha: I love it. I love it. Jeff: If you want more about me, JeffAdamsWrites.com for the fiction, and BigGayFictionPodcast.com for the podcast. Sacha: Excellent. Thank you very much. Okay, well, thank you so much for your time today, and of course a gigantic thank you to all of the show's listeners and all of the show's patrons. If you'd like to get early access to all of the episodes, you can do so by visiting patreon.com/sachablack. I'm Sacha Black, you are listening to Jeff Adams and Michele Lucchini, and this was The Rebel Author Podcast. Next week I am joined by one of my fav humans, Ines Johnson, and we are going to be talking about business, processes, efficiency, and basically how she is a fucking badass author. So join me next week for that. Don't forget to tune in and subscribe on your podcatcher. And when you have a moment, please leave a review.  

About JeffJeff Smith has been in the technology industry for over 20 years, oscillating between management and individual contributor. Jeff currently serves as the Director of Production Operations for Basis Technologies (formerly Centro), an advertising software company headquartered in Chicago, Illinois. Before that he served as the Manager of Site Reliability Engineering at Grubhub.Jeff is passionate about DevOps transformations in organizations large and small, with a particular interest in the psychological aspects of problems in companies. He lives in Chicago with his wife Stephanie and their two kids Ella and Xander.Jeff is also the author of Operations Anti-Patterns, DevOps Solutions with Manning publishing. (https://www.manning.com/books/operations-anti-patterns-devops-solutions) Links Referenced: Basis Technologies: https://basis.net/ Operations Anti-Patterns: https://attainabledevops.com/book Personal Site: https://attainabledevops.com LinkedIn: https://www.linkedin.com/in/jeffery-smith-devops/ Twitter: https://twitter.com/DarkAndNerdy Medium: https://medium.com/@jefferysmith duckbillgroup.com: https://duckbillgroup.com TranscriptAnnouncer: Hello, and welcome to Screaming in the Cloud with your host, Chief Cloud Economist at The Duckbill Group, Corey Quinn. This weekly show features conversations with people doing interesting work in the world of cloud, thoughtful commentary on the state of the technical world, and ridiculous titles for which Corey refuses to apologize. This is Screaming in the Cloud.Corey: This episode is sponsored by our friends at Fortinet. Fortinet's partnership with AWS is a better-together combination that ensures your workloads on AWS are protected by best-in-class security solutions powered by comprehensive threat intelligence and more than 20 years of cybersecurity experience. Integrations with key AWS services simplify security management, ensure full visibility across environments, and provide broad protection across your workloads and applications. Visit them at AWS re:Inforce to see the latest trends in cybersecurity on July 25-26 at the Boston Convention Center. Just go over to the Fortinet booth and tell them Corey Quinn sent you and watch for the flinch. My thanks again to my friends at Fortinet.Corey: Let's face it, on-call firefighting at 2am is stressful! So there's good news and there's bad news. The bad news is that you probably can't prevent incidents from happening, but the good news is that incident.io makes incidents less stressful and a lot more valuable. incident.io is a Slack-native incident management platform that allows you to automate incident processes, focus on fixing the issues and learn from incident insights to improve site reliability and fix your vulnerabilities. Try incident.io, recover faster and sleep more.Corey: Welcome to Screaming in the Cloud. I'm Corey Quinn. One of the fun things about doing this show for long enough is that you eventually get to catch up with people and follow up on previous conversations that you've had. Many years ago—which sounds like I'm being sarcastic, but is increasingly actually true—Jeff Smith was on the show talking about a book that was about to release. Well, time has passed and things have changed. And Jeff Smith is back once again. He's the Director of Product Operations at Basis Technologies, and the author of DevOps Anti-Patterns? Or what was the actual title of the book it was—Jeff: Operations Anti-Patterns.Corey: I got hung up in the anti-patterns part because it's amazing. I love the title.Jeff: Yeah, Operations Anti-Patterns, DevOps Solutions.Corey: Got you. Usually in my experience, alway been operations anti-patterns, and here I am to make them worse, probably by doing something like using DNS as a database or some godforsaken thing. But you were talking about the book aspirationally a few years ago, and now it's published and it has been sent out to the world. And it went well enough that they translated it to Japanese, I believe, and it has seen significant uptick. What was your experience of it? How did it go?Jeff: You know, it was a great experience. This is definitely the first book that I've written. And the Manning process was extremely smooth. You know, they sort of hold your hand through the entire process. But even after launch, just getting feedback from readers and hearing how it resonated with folks was extremely powerful.I was surprised to find out that they turned it into an audiobook as well. So, everyone reaches out and says, “Did you read the audiobook? I was going to buy it, but I wasn't sure.” I was like, “No, unfortunately, I don't read it.” But you know, still cool to have it out there.Corey: My theory has been for a while now that no one wants to actually write a book; they want to have written a book. Now that you're on the other side, how accurate is that? Are you in a position of, “Wow, sure glad that's done?” Or are you, “That was fun. Let's do it again because I like being sad all the time.” I mean, you do work Kubernetes for God's sake. I mean, there's a bit of masochism inherent to all of us in this space.Jeff: Yeah. Kubernetes makes me cry a little bit more than the writing process. But it's one of the things when you look back on it, you're like, “Wow, that was fun,” but not in the heat of the moment, right? So, I totally agree with the sentiment that people want to have written a book but not actually gone through the process. And that's evident by the fact that how many people try to start a book on their own without a publisher behind them, and they end up writing it for 15 years. The process is pretty grueling. The feedback is intense at first, but you start to get into a groove and you—I could see, you know, in a little while wanting to write another book. So, I can see the appeal.Corey: And the last time you were on the show, I didn't really bother to go in a particular topical direction because, what's the point? It didn't really seem like it was a top-of-mind issue to really bring up because what's it matter; it's a small percentage of the workforce. Now I feel like talking about remote work is suddenly taking on a bit of a different sheen than it was before the dark times arrived. Where do you land on the broad spectrum of opinions around the idea of remote work, given that you have specialized in anti-patterns, and well, as sarcastic as I am, I tend to look at almost every place I've ever worked is expressing different anti-patterns from time to time. So, where do you land on the topic?Jeff: So, it's funny, I started as a staunch office supporter, right? I like being in the office. I like collaborating in person; I thought we were way more productive. Since the pandemic, all of us are forced into remote work, I've hired almost half of my team now as remote. And I am somewhat of a convert, but I'm not on the bandwagon of remote work is just as good or is better as in person work.I've firmly landed in the camp of remote work is good. It's got its shortcomings, but it's worth the trade off. And I think acknowledging what those trade-offs are important to keeping the team afloat. We just recently had a conversation with the team where we were discussing, like, you know, there's definitely been a drop in productivity over the past six months to a year. And in that conversation, a lot of the things that came up were things that are different remote that were better in person, right, Slack etiquette—which is something, you know, I could talk a little bit about as well—but, you know, Slack etiquette in terms of getting feedback quickly, just the sort of camaraderie and the lack of building that camaraderie with new team members as they come on board and not having those rituals to replace the in-person rituals. But through all that, oddly enough, no one suggested going back into the office. [laugh].Corey: For some strange reason, yeah. I need to be careful what I say here, I want to disclaim the position that I'm in. There is a power imbalance and nothing I say is going to be able to necessarily address that because I own the company and if my team members are listening to this, they're going to read a lot into what I say that I might not necessarily intend. But The Duckbill Group, since its founding, has been a fully distributed company. My business partner lives in a different state than I do so there's never been the crappy version of remote, which is, well, we're all going to be in the same city, except for Theodore. Theodore is going to be timezones away and then wonder why he doesn't get to participate in some of the conversations where the real decisions get made.Like that's crappy. I don't like that striated approach to things. We don't have many people who are co-located in any real sense, nor have we for the majority of the company's life. But there are times when I am able to work on a project in a room with one of my colleagues, and things go a lot more smoothly. As much as we want to pretend that video is the same, it quite simply isn't.It is a somewhat poor substitute for the very high bandwidth of a face-to-face interaction. And yes, I understand this is also a somewhat neurotypical perspective, let's be clear with that as well, and it's not for everyone. But I think that for the base case, a lot of the remote work advocates are not being fully, I guess, honest with themselves about some of the shortcomings remote has. That is where I've mostly landed on this. Does that generally land with where you are?Jeff: Yeah, that's exactly where I'm at. I completely agree. And when we take work out of the equation, I think the shortcomings lay themselves bare, right? Like I was having a conversation with a friend and we were like, well, if you had a major breakup, right, I would never be like, “Oh, man. Grab a beer and hop on Zoom,” right? [laugh]. “Let's talk it out.”No, you're like, hey, let's get in person and let's talk, right? We can do all of that conversation over Zoom, but the magic of being in person and having that personal connection, you know, can't be replaced. So, you know, if it's not going to work, commiserating over beers, right? I can't imagine it's going to work, diagramming some complex workflows and trying to come to an answer or a solution on that. So again, not to say that, you know, remote work is not valuable, it's just different.And I think organizations are really going to have to figure out, like, okay, if I want to entice people back into the office, what are the things that I need to do to make this realistic? We've opened the floodgates on remote hiring, right, so now it's like, okay, everyone's janky office setup needs to get fixed, right? So, I can't have a scenario where it's like, “Oh, just point your laptop at the whiteboard, right?” [laugh]. Like that can't exist, we have to have office spaces that are first-class citizens for our remote counterparts as well.Corey: Right because otherwise, the alternative is, “Great, I expect you to take the home that you pay for and turn it into an area fit for office use. Of course, we're not going to compensate you for that, despite the fact that, let's be realistic, rent is often larger than the AWS bill.” Which I know, gasp, I'm as shocked as anyone affected by that, but it's true. “But oh, you want to work from home? Great. That just means you can work more hours.”I am not of the school of thought where I consider time in the office to be an indicator of anything meaningful. I care if the work gets done and at small-scale, this works. Let me also be clear, we're an 11-person company. A lot of what I'm talking about simply will not scale to companies that are orders of magnitude larger than this. And from where I sit, that's okay. It doesn't need to.Jeff: Right. And I think a lot of the things that you talk about will scale, right? Because in most scenarios, you're not scaling it organizationally so much as you are with a handful of teams, right? Because when I think about all the different teams I interact with, I never really interact with the organization as a whole, I interact with my little neighborhood in the organization. So, it is definitely something that scales.But again, when it comes to companies, like, enticing people back into the office, now that I'm talking about working from home five days a week, I've invested in my home setup. I've got the monitor I want, I've got the chair that I want, I've got the mouse and keyboard that I want. So, you're going to bring me back to the office so I can have some standard Dell keyboard and mouse with some janky, you know—maybe—21-inch monitor or something like that, right? Like, you really have to decide, like, okay, we're going to make the office a destination, we're going to make it where people want to go there where it's not just even about the collaboration aspect, but people can still work and be effective.And on top of that, I think how we look at what the office delivers is going to change, right? Because now when I go to the office now, I do very little work. It's connections, right? It's like, you know, “Oh, I haven't seen you in forever. Let's catch up.” And a lot of that stuff is valuable. You know, there's these hallway conversations that exist that just weren't happening previously because how do I accidentally bump into you on Slack? [laugh]. Right, it has to be much more it of a—Corey: Right. It takes some contrivance to wind up making that happen. I remember back in the days of working in offices, I remember here in San Francisco where we had unlimited sick time and unlimited PTO, I would often fake a sick day, but just stay home and get work done. Because I knew if I was in the office, I'd be constantly subjected to drive-bys the entire time of just drive-by requests, people stopping by to ask, “Oh, can you just help me with this one thing,” that completely derails my train of thought. Then at the end of the day, they'd tell me, “You seem distractible and you didn't get a lot of work done.”It's, “Well, no kidding. Of course not. Are you surprised?” And one of the nice things about starting your own company—because there are a lot of downsides, let me be very clear—one of the nice things is you get to decide how you want to work. And that was a study in, first, amazement, and then frustration.It was, “All right, I just landed a big customer. I'm off to the races and going to take this seriously for a good six to twelve months. Great sky's the limit, I'm going to do up my home office.” And then you see how little money it takes to have a nice chair, a good standing desk, a monitor that makes sense and you remember fighting tooth-and-nail for nothing that even approached this quality at companies and they acted like it was going to cost them 20-grand. And here, it's two grand at most, when I decorated this place the first time.And it was… “What the hell?” Like, it feels like the scales fall away from your eyes, and you start seeing things that you didn't realize were a thing. Now I worry that five years in, there's no way in the world I'm ever fit to be an employee again, so this is probably the last job I'll ever have. Just because I've basically made myself completely unemployable across six different axes.Jeff: [laugh]. And I think one of the things when it comes to, like, furniture, keyboard, stuff like that, I feel like part of it was just, like, this sort of enforced conformity, right, that the office provided us the ability to do. We can make sure everyone's got the same monitor, the same keyboard that way, when it breaks, we can replace it easily. In a lot of organizations that I've been in, you know, that sort of like, you know, even if it was the same amount or ordering a custom keyboard was a big exception process, right? Like, “Oh, we've got to do a whole thing.” And it's just like, “Well, it doesn't have to be that complicated.”And like you said, it doesn't cost much to allow someone to get the tools that they want and prefer and they're going to be more productive with. But to your point really quickly about work in the office, until the pandemic, I personally didn't recognize how difficult it actually was to get work done in the office. I don't think I appreciated it. And now that I'm remote, I'm like, wow, it is so much easier for me to close this door, put my headphones on, mute Slack and go heads down. You know, the only drive-by I've got is my wife wondering if I want to go for a walk, and that's usually a text message that I can ignore and come back to later.Corey: The thing that just continues to be strange for me and breaks in some of the weirdest ways has just been the growing awareness of how much of office life is unnecessary and ridiculous. When you're in the office every day, you have to find a way to make it work and be productive and you have this passive-aggressive story of this open office, it's for collaboration purposes. Yeah, I can definitively say that is not true. I had a boss who once told me that there was such benefits to working in an open plan office that if magically it were less expensive to give people individual offices, he would spare the extra expense for open plan. That was the day I learned he would lie to me while looking me in the eye. Because of course you wouldn't.And it's for collaboration. Yeah, it means two loud people—often me—are collaborating and everyone else wears noise-canceling headphones trying desperately to get work done, coming in early, hours before everyone else to get things done before people show up and distracted me. What the hell kind of day-to-day work environment is that?Jeff: What's interesting about that, though, is those same distractions are the things that get cited as being missed from the perspective of the person doing the distracting. So, everyone universally hates that sort of drive-by distractions, but everyone sort of universally misses the ability to say like, “Hey, can I just pull on your ear for a second and get your feedback on this?” Or, “Can we just walk through this really quickly?” That's the thing that people miss, and I don't think that they ever connect it to the idea that if you're not the interruptee, you're the interruptor, [laugh] and what that might do to someone else's productivity. So, you would think something like Slack would help with that, but in reality, what ends up happening is if you don't have proper Slack etiquette, there's a lot of signals that go out that get misconstrued, misinterpreted, internalized, and then it ends up impacting morale.Corey: And that's the most painful part of a lot of that too. Is that yeah, I want to go ahead and spend some time doing some nonsense—as one does; imagine that—and I know that if I'm going to go into an office or meet up with my colleagues, okay, that afternoon or that day, yeah, I'm planning that I'm probably not going to get a whole lot of deep coding done. Okay, great. But when that becomes 40 hours a week, well, that's a challenge. I feel like being full remote doesn't work out, but also being in the office 40 hours a week also feels a little sadistic, more than almost anything else.I don't know what the future looks like and I am privileged enough that I don't have to because we have been full remote the entire time. But what we don't spend on office space we spend on plane tickets back and forth so people can have meetings. In the before times, we were very good about that. Now it's, we're hesitant to do it just because it's we don't want people traveling before the feel that it's safe to do so. We've also learned, for example, when dealing with our clients, that we can get an awful lot done without being on site with them and be extraordinarily effective.It was always weird have traveled to some faraway city to meet with the client, and then you're on a Zoom call from their office with the rest of the team. It's… I could have done this from my living room.Jeff: Yeah. I find those sorts of hybrid meetings are often worse than if we were all just remote, right? It's just so much easier because now it's like, all right, three of us are going to crowd around one person's laptop, and then all of the things that we want to do to take advantage of being in person are excluding the people that are remote, so you got to do this careful dance. The way we've been sort of tackling it so far—and we're still experimenting—is we're not requiring anyone to come back into the office, but some people find it useful to go to the office as a change of scenery, to sort of, like break things up from their typical routine, and they like the break and the change. But it's something that they do sort of ad hoc.So, we've got a small group that meets, like, every Thursday, just as a day to sort of go into the office and switch things up. I think the idea of saying everyone has to come into the office two or three days a week is probably broken when there's no purpose behind it. So, my wife technically should go into the office twice a week, but her entire team is in Europe. [laugh]. So, what point does that make other than I am a body in a chair? So, I think companies are going to have to get flexible with this sort of hybrid environment.But then it makes you wonder, like, is it worth the office space and how many people are actually taking advantage of it when it's not mandated? We find that our office time centers around some event, right? And that event might be someone in town that's typically remote. That might be a particular project that we're working on where we want to get ideas and collaborate and have a workshop. But the idea of just, like, you know, we're going to systematically require people to be in the office x many days, I don't see that in our future.Corey: No, and I hope you're right. But it also feels like a lot of folks are also doing some weird things around the idea of remote such as, “Oh, we're full remote but we're going to pay you based upon where you happen to be sitting geographically.” And we find that the way that we've done this—and again, I'm not saying there's a right answer for everyone—but we wind up paying what the value of the work is for us. In many cases, that means that we would be hard-pressed to hire someone in the Bay Area, for example. On the other hand, it means that when we hire people who are in places with relatively low cost of living, they feel like they've just hit the lottery, on some level.And yeah, some of them, I guess it does sort of cause a weird imbalance if you're a large Amazon-scale company where you want to start not disrupting local economies. We're not hiring that many people, I promise. So, there's this idea of figuring out how that works out. And then where does the headquarters live? And well, what state laws do we wind up following on what we're doing? Just seems odd.Jeff: Yeah. So, you know, one thing I wanted to comment on that you'd mentioned earlier, too, was the weird things that people are doing, and organizations are doing with this, sort of, remote work thing, especially the geographic base pay. And you know, a lot of it is, how can we manipulate the situation to better us in a way that sounds good on paper, right? So, it sounds perfectly reasonable. Like, oh, you live in New York, I'm going to pay you in New York rates, right?But, like, you live in Des Moines, so I'm going to pay you Des Moines rates. And on the surface, when you just go you're like, oh, yeah, that makes sense, but then you think about it, you're like, “Wait, why does that matter?” Right? And then, like, how do I, as a manager, you know, level that across my employees, right? It's like, “Oh, so and so is getting paid 30 grand less. Oh, but they live in a cheaper area, right?” I don't know what your personal situation is, and how much that actually resonates or matters.Corey: Does the value that they provide to your company materially change based upon where they happen to be sitting that week?Jeff: Right, exactly. But it's a good story that you can tell, it sounds fair at first examination. But then when you start to scratch the surface, you're like, “Wait a second, this is BS.” So, that's one thing.Corey: It's like tipping on some level. If you can't afford the tip, you can't afford to eat out. Same story here. If you can't afford to compensate people the value that they're worth, you can't afford to employ people. And figure that out before you wind up disappointing people and possibly becoming today's Twitter main character.Jeff: Right. And then the state law thing is interesting. You know, when you see states like California adopting laws similar to, like, GDPR. And it's like, do you have to start planning for the most stringent possibility across every hire just to be safe and to avoid having to have this sort of patchwork of rules and policies based on where someone lives? You might say like, “Okay, Delaware has the most stringent employer law, so we're going to apply Delaware's laws across the board.” So, it'll be interesting to see how that sort of plays out in the long run. Luckily, that's not a problem I have to solve, but it'll be interesting to see how it shakes out.Corey: It is something we had to solve. We have an HR consultancy that helps out with a lot of these things, but the short answer is that we make sure that we obey with local laws, but the way that we operate is as if everyone were a San Francisco employee because that is—so far—the locale that, one, I live here, but also of every jurisdiction we've looked at in the United States, it tends to have the most advantageous to the employee restrictions and requirements. Like one thing we do is kind of ridiculous—and we have to do for me and one other person, but almost no one else, but we do it for everyone—is we have to provide stipends every month for electricity, for cellphone usage, for internet. They have to be broken out for each one of those categories, so we do 20 bucks a month for each of those. It adds up to 100 bucks, as I recall, and we call it good. And employees say, “Okay. Do we just send you receipts? Please don't.”I don't want to look at your cell phone bill. It's not my business. I don't want to know. We're doing this to comply with the law. I mean, if it were up to me, it would be this is ridiculous. Can we just give everyone $100 a month raise and call it good? Nope. The forms must be obeyed. So, all right.We do the same thing with PTO accrual. If you've acquired time off and you leave the company, we pay it out. Not every state requires that. But paying for cell phone access and internet access as well, is something Amazon is currently facing a class action about because they didn't do that for a number of their California employees. And even talking to Amazonians, like, “Well, they did, but you had to jump through a bunch of hoops.”We have the apparatus administratively to handle that in a way that employees don't. Why on earth would we make them do it unless we didn't want to pay them? Oh, I think I figured out this sneaky, sneaky plan. I'm not here to build a business by exploiting people. If that's the only way to succeed, and the business doesn't deserve to exist. That's my hot take of the day on that topic.Jeff: No, I totally agree. And what's interesting is these insidious costs that sneak up that employees tend to discount, like, one thing I always talk about with my team is all that time you're thinking about a problem at work, right, like when you're in the shower, when you're at dinner, when you're talking it over with your spouse, right? That's work. That's work. And it's work that you're doing on your time.But we don't account for it that way because we're not typing; we're not writing code. But, like, think about how much more effective as people, as employees, we would be if we had time dedicated to just sit and think, right? If I could just sit and think about a problem without needing to type but just critically think about it. But then it's like, well, what does that look like in the office, right? If I'm just sitting there in my chair like this, it doesn't look like I'm doing anything.But that's so important to be able to, like, break down and digest some of the complex problems that we're dealing with. And we just sort of write it off, right? So, I'm like, you know, you got to think about how that bleeds into your personal time and take that into account. So yeah, maybe you leave three hours early today, but I guarantee you, you're going to spend three hours throughout the week thinking about work. It's the same thing with these cellphone costs that you're talking about, right? “Oh, I've got a cell phone anyways; I've got internet anyways.” But still, that's something that you're contributing to the business that they're not on the hook for, so it seems fair that you get compensated for that.Corey: I just think about that stuff all the time from that perspective, and now that I you know, own the place, it's one of those which pocket of mine does it come out of? But I hold myself to a far higher standard about that stuff than I do the staff, where it's, for example, I could theoretically justify paying my internet bill here because we have business-class internet and an insane WiFi system because of all of the ridiculous video production I do. Now. It's like, like, if anyone else on the team was doing this, yes, I will insist we pay it, but for me, it just it feels a little close to the edge. So, it's one of those areas where I'm very conservative around things like that.The thing that also continues to just vex me, on some level, is this idea that time in a seat is somehow considered work. I'll never forget one of the last jobs I had before I started this place. My boss walked past me and saw that I was on Reddit. And, “Is that really the best use of your time right now?” May I use the bathroom when I'm done with this, sir?Yeah, of course it is. It sounds ridiculous, but one of the most valuable things I can do for The Duckbill Group now is go on the internet and start shit posting on Twitter, which sounds ridiculous, but it's also true. There's a brand awareness story there, on some level. And that's just wild to me. It's weird, we start treating people like adults, they start behaving that way. And if you start micromanaging them, they live up or down to the expectations you tend to hold. I'm a big believer in if I have to micromanage someone, I should just do the job myself.Jeff: Yeah. The Reddit story makes me think of, like, how few organizations have systematic ways of getting vital information. So, the first thing I think about is, like, security and security vulnerabilities, right? So, how does Basis Technologies, as an organization, know about these things? Right now, it's like, well, my team knows because we're plugged into Reddit and Twitter, right, but if we were gone Basis, right, may not necessarily get that information.So, that's something we're trying to correct, but it just sort of highlights the importance of freedom for these employees, right? Because yeah, I'm on Reddit, but I'm on /r/sysadmin. I'm on /r/AWS, right, I'm on /r/Atlassian. Now I'm finding out about this zero-day vulnerability and it's like, “Oh, guys, we got to act. I just heard about this thing.” And people are like, “Oh, where did this come from?” And it's like it came from my network, right? And my network—Corey: Mm-hm.Jeff: Is on Twitter, LinkedIn, Reddit. So, the idea that someone browsing the internet on any site, really, is somehow not a productive use of their time, you better be ready to itemize exactly what that means and what that looks like. “Oh, you can do this on Reddit but you can't do that on Reddit.”Corey: I have no boss now, I have no oversight, but somehow I still show up with a work ethic and get things done.Jeff: Right. [laugh].Corey: Wow, I guess I didn't need someone over my shoulder the whole time. Who knew?Jeff: Right. That's all that matters, right? And if you do it in 30 hours or 40 hours, that doesn't really matter to me, you know? You want to do it at night because you're more productive there, right, like, let's figure out a way to make that happen. And remote work is actually empowering us ways to really retain people that wasn't possible before I had an employee that was like, you know, I really want to travel. I'm like, “Dude, go to Europe. Work from Europe. Just do it. Work from Europe,” right? We've got senior leaders on the C-suite that are doing it. One of the chief—Corey: I'm told they have the internet, even there. Imagine that?Jeff: Yeah. [laugh]. So, our chief program officer, she was in Greece for four weeks. And it worked. It worked great. They had a process. You know, she would spent one week on and then one week off on vacation. But you know, she was able to have this incredible, long experience, and still deliver. And it's like, you know, we can use that as a model to say, like—Corey: And somehow the work got done. Wow, she must be amazing. No, that's the baseline expectation that people can be self-managing in that respect.Jeff: Right.Corey: They aren't toddlers.Jeff: So, if she can do that, I'm sure you can figure out how to code in China or wherever you want to visit. So, it's a great way to stay ahead of some of these companies that have a bit more lethargic policies around that stuff, where it's like, you know, all right, I'm not getting that insane salary, but guess what, I'm going to spend three weeks in New Zealand hanging out and not using any time off or anything like that, and you know, being able to enjoy life. I wish this pandemic had happened pre-kids because—Corey: Yeah. [laugh].Jeff: —you know, we would really take advantage of this.Corey: You and me both. It would have very different experience.Jeff: Yeah. [laugh]. Absolutely, right? But with kids in school, and all that stuff, we've been tethered down. But man, I you know, I want to encourage the young people or the single people on my team to just, like, hey, really, really embrace this time and take advantage of it.Corey: I come bearing ill tidings. Developers are responsible for more than ever these days. Not just the code that they write, but also the containers and the cloud infrastructure that their apps run on. Because serverless means it's still somebody's problem. And a big part of that responsibility is app security from code to cloud. And that's where our friend Snyk comes in. Snyk is a frictionless security platform that meets developers where they are - Finding and fixing vulnerabilities right from the CLI, IDEs, Repos, and Pipelines. Snyk integrates seamlessly with AWS offerings like code pipeline, EKS, ECR, and more! As well as things you're actually likely to be using. Deploy on AWS, secure with Snyk. Learn more at Snyk.co/scream That's S-N-Y-K.co/screamCorey: One last topic I want to get into before we call it an episode is, I admit, I read an awful lot of books, it's a guilty pleasure. And it's easy to fall into the trap, especially when you know the author, of assuming that snapshot of their state of mind at a very fixed point in time is somehow who they are, like a fly frozen in amber, and it's never true. So, my question for you is, quite simply, what have you learned since your book came out?Jeff: Oh, man, great question. So, when I was writing the book, I was really nervous about if my audience was as big as I thought it was, the people that I was targeting with the book.Corey: Okay, that keeps me up at night, too. I have no argument there.Jeff: Yeah. You know what I mean?Corey: Please, continue.Jeff: I'm surrounded, you know, by—Corey: Is anyone actually listening to this? Yeah.Jeff: Right. [laugh]. So, after the book got finished and it got published, I would get tons of feedback from people that so thoroughly enjoyed the book, they would say things like, you know, “It feels like you were in our office like a fly on the wall.” And that was exciting, one, because I felt like these were experiences that sort of resonated, but, two, it sort of proved this thesis that sometimes you don't have to do something revolutionary to be a positive contribution to other people, right? So, like, when I lay out the tips and things that I do in the book, it's nothing earth-shattering that I expect Google to adopt. Like, oh, my God, this is the most unique view ever.But being able to talk to an audience in a way that resonates with them, that connects with them, that shows that I understand their problem and have been there, it was really humbling and enlightening to just see that there are people out there that they're not on the bleeding edge, but they just need someone to talk to them in a language that they understand and resonate with. So, I think the biggest thing that I learned was this idea that your voice is important, your voice matters, and how you tell your story may be the difference between someone understanding a concept and someone not understanding a concept. So, there's always an audience for you out there as you're writing, whether it be your blog post, the videos that you produce, the podcasts that you make, somewhere there's someone that needs to hear what you have to say, and the unique way that you can say it. So, that was extremely powerful.Corey: Part of the challenge that I found is when I start talking to other people, back in the before times, trying to push them into conference talks and these days, write blog posts, the biggest objection I get sometimes is, “Well, I don't have anything worth saying.” That is provably not true. One of my favorite parts about writing Last Week in AWS is as I troll the internet looking for topics about AWS that I find interesting, I keep coming across people who are very involved in one area or another of this ecosystem and have stories they want to tell. And I love, “Hey, would you like to write a guest post for Last Week in AWS?” It's always invite only and every single one of them has been paid because people die of exposure and I'm not about that exploitation lifestyle.A couple have said, “Oh, I can't accept payment for a variety of reasons.” Great. Pick a charity that you would like it to go to instead because we do not accept volunteer work, we are a for-profit entity. That is the way it works here. And that has been just one of the absolute favorite parts about what I do just because you get to sort of discover new voices.And what I find really neat is that for a lot of these folks, this is their start to writing and telling the story, but they don't stop there, they start telling their story in other areas, too. It leads to interesting career opportunities for them, it leads to interesting exposure that they wouldn't have necessarily had—again, not that they're getting paid in exposure, but the fact that they are able to be exposed to different methodologies, different ways of thinking—I love that. It's one of my favorite parts about doing what I do. And it seems to scale a hell of a lot better than me sitting down with someone for two hours to help them build a CFP that they wind up not getting accepted or whatnot.Jeff: Right. It's a great opportunity that you provide folks, too, because of, like, an instant audience, I think that's one of the things that has made Medium so successful as, like, a blogging platform is, you know, everyone wants to go out and build their own WordPress site and launch it, but then it like, you write your blog post and it's crickets. So, the ability for you to, you know, use your platform to also expose those voices is great and extremely powerful. But you're right, once they do it, it lights a fire in a way that is admirable to watch. I have a person that I'm mentoring and that was my biggest piece of advice I can give. It was like, you know, write. Just write.It's the one thing that you can do without anyone else. And you can reinforce your own knowledge of a thing. If you just say, you know, I'm going to teach this thing that I just learned, just the writing process helps you solidify, like, okay, I know this stuff. I'm demonstrating that I know it and then four years from now, when you're applying for a job, someone's like, “Oh, I found your blog post and I see that you actually do know how to set up a Kubernetes cluster,” or whatever. It's just extremely great and it—Corey: It's always fun. You're googling for how to do something and you find something you wrote five years ago.Jeff: Right, yeah. [laugh]. And it's like code where you're like, “Oh, man, I would do that so much differently now.”Corey: Since we last spoke, one of the things I've been doing is I have been on the hook to write between a one to two-thousand-word blog post every week, and I've done that like clockwork, for about a year-and-a-half now. And I was no slouch at storytelling before I started doing that. I've given a few hundred conference talks in the before times. And I do obviously long Twitter threads in the past and I write reports a lot. But forcing me to go through that process every week and then sit with an editor and go ahead and get it improved, has made me a far better writer, it's made me a better storyteller, I am far better at articulating my point of view.It is absolutely just unlocking a host of benefits that I would have thought I was, oh, I passed all this. I'm already good at these things. And I was, but I'm better now. I think that writing is one of those things that people need to do a lot more of.Jeff: Absolutely. And it's funny that you mentioned that because I just recently, back in April, started to do the same thing I said, I'm going to write a blog post every week, right? I'm going to get three or four in the can, so that if life comes up and I miss a beat, right, I'm not actually missing the production schedule, so I have a steady—and you're right. Even after writing a book, I'm still learning stuff through the writing process, articulating my point of view.It's just something that carries over, and it carries over into the workforce, too. Like, if you've ever read a bad piece of documentation, right, that comes from—Corey: No.Jeff: Right? [laugh]. That comes from an inability to write. Like, you know, you end up asking these questions like who's the audience for this? What is ‘it' in this sentence? [laugh].Corey: Part of it too, is that people writing these things are so close to the problem themselves that the fact that, “Well, I'm not an expert in this.” That's why you should write about it. Talk about your experience. You're afraid everyone's going to say, “Oh, you're a fool. You didn't understand how this works.”Yeah, my lived experiences instead—and admittedly, I have the winds of privilege of my back on this—but it's also yeah, I didn't understand that either. It turns out that you're never the only person who has trouble with a concept. And by calling it out, you're normalizing it and doing a tremendous service for others in your shoes.Jeff: Especially when you're not an expert because I wrote some documentation about the SSL process and it didn't occur to me that these people don't use the AWS command line, right? Like, you know, in our organization, we sort of mask that from them through a bunch of in-house automation. Now we're starting to expose it to them and simple things like oh, you need to preface the AWS command with a profile name. So, then when we're going through the setup, we're like, “Oh. What if they already have an existing profile, right?” Like, we don't want to clobber that.SSo, it just changed the way you write the documentation. But like, that's not something that initially came to mind for me. It wasn't until someone went through the docs, and they're like, “Uh, this is blowing up in a weird way.” And I was like, “Oh, right. You know, like, I need to also teach you about profile management.”Corey: Also, everyone has a slightly different workflow for the way they interact with AWS accounts, and their shell prompts, and the way they set up local dev environments.Jeff: Yeah, absolutely. So, not being an expert on a thing is key because you're coming to it with virgin eyes, right, and you're able to look at it from a fresh perspective.Corey: So, much documentation out there is always coming from the perspective of someone who is intimately familiar with the problem space. Some of the more interesting episodes that I have, from a challenge perspective, are people who are deep technologists in a particular area and they love they fallen in love with the thing that they are building. Great. Can you explain it to the rest of us mere mortals so that we can actually we can share your excitement on this? And it's very hard to get them to come down to a level where it's coherent to folks who haven't spent years thinking deeply about that particular problem space.Jeff: Man, the number one culprit for that is, like, the AWS blogs where they have, like, a how-to article. You follow that thing and you're like, “None of this is working.” [laugh]. Right? And then you realize, oh, they made an assumption that I knew this, but I didn't right?So, it's like, you know, I didn't realize this was supposed to be, like, a handwritten JSON document just jammed into the value field. Because I didn't know that, I'm not pulling those values out as JSON. I'm expecting that just to be, like, a straight string value. And that has happened more and more times on the AWS blog than I can count. [laugh].Corey: Oh, yeah, very often. And then there's other problems, too. “Oh, yeah. Set up your IAM permissions properly.” That's left as an exercise for the reader. And then you wonder why everything's full of stars. Okay.Jeff: Right. Yep, exactly, exactly.Corey: Ugh. It's so great to catch up with you and see what you've been working on. If people want to learn more, where's the best place to find you?Jeff: So, the best place is probably my website, attainabledevops.com. That's a place where you can find me on all the other places. I don't really update that site much, but you can find me on LinkedIn, Twitter, from that jumping off point, links to the book are there if anyone's interested in that. Perfect stocking stuffers. Mom would love it, grandma would love it, so definitely, definitely buy multiple copies of that.Corey: Yeah, it's going to be one of my two-year-old's learning to read books, it'd be great.Jeff: Yeah, it's perfect. You know, you just throw it in the crib and walk away, right? They're asleep at no time. Like I said, I've also been taking to, you know, blogging on Medium, so you can catch me there, the links will be there on Attainable DevOps as well.Corey: Excellent. And that link will of course, be in the show notes. Thank you so much for being so generous with your time. I really do appreciate it. And it's great to talk to you again.Jeff: It was great to catch up.Corey: Really was. Jeff Smith, Director of Product Operations at Basis Technologies. I'm Cloud Economist Corey Quinn, and this is Screaming in the Cloud. If you've enjoyed this podcast, please leave a five-star review on your podcast platform of choice or smash the like and subscribe buttons on the YouTubes, whereas if you've hated this podcast, do the exact same thing—five-star review, smash the buttons—but also leave an angry, incoherent comment that you're then going to have edited and every week you're going to come back and write another incoherent comment that you get edited. And in the fullness of time, you'll get much better at writing angry, incoherent comments.Corey: If your AWS bill keeps rising and your blood pressure is doing the same, then you need The Duckbill Group. We help companies fix their AWS bill by making it smaller and less horrifying. The Duckbill Group works for you, not AWS. We tailor recommendations to your business and we get to the point. Visit duckbillgroup.com to get started.Announcer: This has been a HumblePod production. Stay humble.

Sean: We have a question. How do you map out a plan for your employees' growth and promotion? Jeff: You have to probably first identify where do you want to bring the company in the first place? Again, growth in a company happens when your people are also growing. See, I've seen many companies in the past that, as you know, they grew too fast, too soon, and forgot the people that are in the company, and they didn't grow them together with the organization. What happens is that they kept on growing. They hired people from the outside to sustain the growth. But unfortunately, you know, when you put in new blood, it's a good thing once in a while to eventually put in new blood so that it would challenge the organization. But if you keep on pouring in new people from the outside and you're not growing internal, it will eventually disrupt your momentum, your culture, and so on. Jeff: So how do you map it out? First again, identify the company's objective or your company's roadmap, and eventually translate it to the structure that you have. By the way, Sean. I like this framework. It's called McKinsey's Seven S. So, whenever we have start planning, we would usually use McKinsey sevens to eventually help us what to do with the strategy that we've come up with. So, in that seven S, you have the strategy, the structure, the system, the skill sets, the style of the leader and the shared values, and also the staffing in terms of putting it together. So part of that is your system which you would eventually review and revise in relation to the new structure, in relation to the new types of staff or the number of staff, and in terms of the skill sets that are needed to eventually achieve the strategy that you've set for the organization. So it's something that you would first identify the goals and from that goal, the strategy, identify the structure, what kind of staff, what are the skill sets, and then eventually what are the systems you'll have to put in place. And I think this is one of them, we call it in some companies as the comprehensive talent development program. As you mentioned it is a bit complex, but to put it in simple terms, once you know the organization's goals, strategy, structure, the staff, the system will eventually follow. You'll have to map it out based on how you want the company to grow in relation to the employees that you've hired or you will hire in the future. - - - Youtube: https://www.youtube.com/leadershipstack Join our community and ask questions here: from.sean.si/discord Facebook: https://www.facebook.com/leadershipstack

A Florida Native and graduate of University of South Florida, Jeff Wills is an accomplished Tampa Bay Area agent who brings a strategic yet personable approach to the home buying and home selling process. Drawing from years of experience as an agent in the Tampa market, he has built a solid reputation for himself as an industry leader with a solid track record that specializes in attention to detail in commercial and residential transactions. Investors are buying homes in Tampa at a record rate. Between July and September 2021, one in four homes that sold had an investor as the buyer. According to a report from the Tampa Bay Times, Tampa Bay ranks as the 7th hottest metro area for investors nationwide. Today, Jeff talks about the Tampa Bay market: neighborhoods, price to rent ratios, economic drivers, geographic considerations, and more insights that investors will want to know before making moves there. Episode Links: https://sefair-inv.com/ --- Transcript Before we jump into the episode, here's a quick disclaimer about our content. The Remote Real Estate Investor podcast is for informational purposes only and is not intended as investment advice. The views, opinions and strategies of both the hosts and the guests are their own and should not be considered as guidance from Roofstock. Make sure to always run your own numbers, make your own independent decisions and seek investment advice from licensed professionals.   Michael: Hey, everyone, welcome to another episode of the Remote Real Estate Investor. I'm Michael Albaum and joining me today is Jeff Wills, our certified agent out in Tampa Bay, Florida and Jeff's gonna be talking to us today about all the things we as investors need to know and should be aware of, if we're investing in that market. So let's get into it.   Really quickly, before we get into the episode today, I want to encourage everyone to go check out roofstockacademy.com. Roofstock Academy is our one stop shop for real estate education, independent of whether you're just getting started or a seasoned investor looking to scale up or get involved in a different asset class. We've got lectures, we've got coaching, we've got one on one slack access forum and a plethora of other financial benefits, as well as money back on your marketplace fee credits. If you're transacting on Roofstock. So come check us out at rootstockacademy.com look forward to seeing you in there. Jeff wills thanks so much for taking the time to hang out with me today, man really appreciate you coming on.   Jeff: Absolutely, man. Love to do it and thank you for having me. Yeah, of course. So   Michael: Yeah, of course. So we're just gonna like jump right into it and we're talking today about Tampa Bay, Florida. I want you to give all of our listeners why Tampa why now.   Jeff: So why Tampa why now honestly, I've been hearing that a lot. However, it has been very, very popular as of late. A lot of the big things that people are hearing, actually, just yesterday, Goldman Sachs bought 305 units in downtown Tampa for 168 million, setting another record price per unit and a crazy valuation for cap rates right now and so there's just there's a lot of synergy. The biggest thing behind it has been Water Street water streets about halfway through its 10 year growth plan. They've got phase one out of the way, phase two starting, and that has really brought a lot of life and vibrance to Tampa that was kind of growing and burgeoning there prior to COVID prior to all the popularity we have now, but I think it's really hit its peak and honestly, it's probably got a good you know, 10-20 30.50 years stride to soon looking like Miami, although personally I hope not. I'd like there to be a little bit less people and, and keep the enjoyment that we have here and honestly, you know, Tampa is a big town, it's a big population. But it really does have an extremely small town feel with the micro communities inside the neighborhoods inside the certain you know, sectors and where we are on the map and near the water and so I think Tampa has a lot to offer, both from an investment standpoint, from a long term hold appreciation standpoint, and especially, especially a rent gross. I don't know what that's gonna look like now, just because you know, kind of has hit a very, very high mark. However, we're not seeing any vacancies. We're not seeing, you know, any kind of rent concessions. I was just talking to a very big property manager yesterday for a different reason. But they were saying, yeah, we're barely giving written concessions. We're hitting full market rent. Everything's at 95% occupancy or above and there's no signs of stopping. So I love it, I I've always thought Tampa was a hidden gem before COVID and before things got crazy, but you know, kind of very lucky to be here now and enjoying every minute of it.   Michael: Right on, Jeff, that is that's super interesting. So I'm wondering, what was that cap rate that they got for the Goldman Sachs purchase, do you recall?   Jeff: Honestly, I don't have that in front of me, I can almost guarantee it was probably sub four. Even after tax adjustment, it's crazy. I actually lived in that building. When it first opened, I got a I snuck in with some written concessions and realtor bonuses and stuff like that. So I kind of skated in a bit but I mean, it went through a lot of challenges. I mean, management was horrible. Two years, they had the same management then fired that one and then fired another one and they've had problems left, right and center what that building just knowing because I've got friends that live there and stuff still and it's still selling for that price given I mean there's a bar across the street that has so much drama tied to it. It's insane, that the publicity from that sale has anything to do and so backing up from that Goldman Sachs has long been rumored to be taking a very, very big piece of the pie in the Waterstreet office space and so while that hasn't been announced Goldman Sachs buying that building to me just sounds like corporate housing instead of them having to go and give all their employees stimulus, oh, we'll give you a 5000 monthly allowance. They'll say hey here, we've got a block of rooms, pick one enjoy yourself. It's paid for and I think that might be how they're skating that market rent because some of the stuff and water St. Tampa is going up. Actually, I just talked to my friend yesterday 966 square feet with a big balcony 5000 a month and it's it was exactly what I did you have 550 a square foot. Yeah, um, it's, it's insane and I mean, once you set that, once you set that standard, I mean, they do. I mean, okay, the Heron is the best multifamily building I've ever seen. But I mean, setting that precedent, all people have to do is just be nearby and just enjoy the overflows, people who can live there and by the way, they have zero vacancy, and they have a weightless for that unit. That's coming up down hole, it's crazy.   Michael: Holy smokes. So Jeff, you clearly an expert on the area, give people a little bit background, who you are, where is it that you come from and what is it you do in real estate today?   Jeff: Absolutely, so I grew up about an hour north of Tampa and a county called Pasco, a very small town and to me growing up, Tampa was a big city, a really big city, I had been there three, four times the aquarium a couple of times, and I just every time staring at the top of the skyscrapers and that was just the biggest thing to me and growing up, went to college, didn't really know what I was doing there. When for finance, I was like, yeah, let me kind of figure stuff out. My dad one day was like, hey, why don't you just, you know, pop into real estate, see what's going on? I'm like, yeah, sounds fun, should be pretty flexible. I like people, like, give it a go. Seven years later, here I am and it's just been, you know, from top to bottom, you get to help people with something that's extremely difficult, extremely stressful, and very nuanced and I mean, you know, from deal to deal, there's always something different. There's always a different backstory a different why and even growing up prior to all that I've always kind of felt that I was a good listener. You know, I, of course, I have my own, you know, opinions and desires and stuff. But I was always able to kind of peel back, what is somebody looking for? What does somebody want to do? You know, what they're, they're telling me one thing, but what do they actually mean and I've always, you know, of course, ask them, hey, you know, you're saying this, but what do you want this, and it's just been very enjoyable and, you know, the client feedback is the same, I've got a ton of referrals, a ton of repeat customers, and it's just, it's very, very enjoyable for me to be able to, you know, simmer it down to its the parts that they can control and make sense of, and then I just handle all the other legal mumbo jumbo stuff on the back end and it's just been very, very enjoyable.   The first three years, I was very retail focused, you know, end user not very investor friendly, and kind of got bored with that and I was like, you know, I, I've always enjoyed numbers always been pretty good at numbers, like, why can't I get to the investor side of things and that's when I joined my current brokerage see fair investments and from there, it just kind of skyrocketed. Our offices set up extremely streamlined and efficient, to the point where in the past 13 months, just me and my broker together have done about 137 million in business, and 98% of that was investors and we're just, we're just masterfully efficient, fine-tuned and, you know, we know how to strike valuations from, you know, Jacksonville down to Fort Myers, it's, you know, it's a few things we know how the appraisers operate, we know what a tenant is going to do to it as far as evaluation what people are paying, because we've got 30 under contract that we can look at and say, oh, you know, hey, a cap rate is this based on this or like, we just have a ton of insight and ability to help our investors and you know, even just last week, you know, we have, you know, I guess it's kind of our, our secret sauce, but it's very simple. Every Friday, all of our clients get an update, regardless of status did nothing happen, hey, nothing happened today, you know, that just wanted to let you know, have a great day and yet again, I had another client last week said, hey, you know, honestly, we haven't even spoke on the phone. Once. It's been all email. I just wanted to say thank you. You were exemplary and you know, he even brought up the Friday things like every Friday, I had an update, I didn't need an update. I didn't you know, I didn't ever had a question about what you were doing, how the property was going and so while those compliments don't always come, I mean, it's always 9 to 10 with that, we haven't had very many upset people at all and they always bring us their next listing or, hey, I'm trying to buy in here and buying has been very challenging right now. So a lot of the investors are on hold being patient, seeing what rates are doing. But all in all, it's been really, really great, especially on the sales side, and we're just, you know, happy to help people while we can while the market is doing great.   Michael: Right on. Well, it sounds like if you ever transition careers whenever you're done to be ready to be done with real estate, you'd be a great therapist. good listener.   Jeff: Oh my gosh, I joke about that all the time. I tell people sometimes like, man, I've done so much marriage counseling, I'm good to go. We need to like do one deal. You'll know you'll get one and I'm saying, oh, that's pretty, it's, it's a lot, but it's just very easy. You know, I mean, the end of the day, people want a couple of things. They want to be comforted, they want to be, you know, they want to know that you're honest, and they want someone reliable and if you can fit those buckets, while being a joy to talk to and to interact with, I think that's really all I needed to do.   Michael: Love it, love it, love it. Well, Jeff, let's dig into the kind of meat and potatoes of the Tampa market a little bit and give listeners some insights into other than this Goldman Sachs transaction, which set new record highs and the buying being a little bit difficult. Let's educate people about the Tampa market. So who are some of the major employers in the market and are you seeing people moving to the area or maybe moving out of Tampa?   Jeff: Definitely a massive influx, I'm not sure the exact daily rates, but I know Florida, pre COVID was about 1200 people per day. After COVID, we're at about 2400 to 2600 people per day from out of state moving to Florida and while that's not always Tampa, that really is the only place that has had affordable housing, affordable rents, especially compared to Miami. Compared to Orlando, Orlando is a relatively higher price than us just because it was more pocketed it was hard to find an actual community over there. While there are a handful. It's very spread out and sprawling, and Tampa is extremely concentrated. Some of the larger employers in Tampa are, I wouldn't say there's one or two, the majority are a lot of health care providers, hospitals, doctors, stuff of that nature, a very big presence with attorneys and then honestly Tampa is becoming a very, very big tech hub. Reliaquest is a very big cybersecurity firm, they signed in Waterstreet for the top of their class, a class A office tower and so it's been rumored I've seen a couple articles that Tampa is the next Austin as far as a tech hub and you know, we're tax friendly. We don't have any state income tax, we have homestead, there's a lot of things that were already here and then now as other states like California are being, you know, more tax even more stricter on a lot of things. It's just it's increased that flow and I don't think that stops for a long, long time. Because Florida has so much land, we have so much room for stuff and while you know, even though you might not be right in the heart of Tampa, a 3540 minute drive is no big deal and you are close to a million different things inside that span. So just you know all of those things and then one underlying factor too, that I like to tell that nearly no one knows that I mentioned is pre COVID. I haven't checked these numbers after the Port of Tampa. Probably Never heard of it does 3 billion in revenue every year, if not more and so that has been a very silent provider. Actually, one of the biggest companies in Tampa is mosaic. They own right over 400,000 acres, and they're a fertilizer company. So they are huge in Tampa, as you know, from ground all the way up to politics and everything else. So they are very big employer and advocate for the port and everything else that's going on there.   Michael: Right on and Jeff, you give folks a sense of like, what is a traditional typical three, two, single family home cost and what would the rent look like and maybe you can give people an idea of some of the different neighborhoods in which they could be considering?   Jeff: The median home price now is right around 335,000 today, and we have about less than two months of inventory, scroll back to 2019, we had about six and a half months of inventory. So we've reduced that by about 300% and days on market, three to five days max, if it's even close to move in ready and that that median price. I mean, I'm looking at the chart now it's almost it's very, very close to 350,000 as of today, and it's just it's very, very challenging, but some of the better neighborhoods. So if you're in Tampa, South Tampa is really where you want to be, but those price points are honestly million dollar homes for a three two and so those rents and cap rates just won't sweat. They won't crack the code for what we're looking for and what honestly any investors should be looking for. So that's not really where we want to be. But I would say that Brandon is a great area. It's just outside of Tampa. It's about 30 minutes east, very sprawling tons of land, tons of nature, tons of trees and that area is a great neighborhood. Same very roughly same median price per square foot, you'll probably be able to get rents around anywhere from 1900 to 2200 for that size home depending on the condition and that's honestly a pretty savory return. Of course, you're now seeing foreign 450 be the norm there too but the rents are following. You know, I mean rents for those are 26 to 2800, all day long and sometimes that makes the cap rate, it maybe the cap rates a little more compressed and the overall return, but the cash flow is higher, and you know, the appreciation is going to be there.   Another and it's really hard to find a great cap rate neighborhood right now, because it's just, it's getting nipped up so much. If you go west of Tampa, north to the west Chase Oldsmar area, that's a great little area to that has very, very, very, very quickly start to price up as everybody's moved there, to where they couldn't afford South Tampa to where they couldn't afford north of Kennedy and West Tampa and so that's an excellent little pocket there great schools, great golf courses, you've got all ages that enjoy that area, which is, in my mind, for somebody that's looking for a renter, always, that's a good market to be in and then if you go north of Tampa, you've got Carolwood up there and greater Northdale. So all that area, there is also a great pocket of Tampa, the price points are going to be pretty high on average as well. But you can still find that starter entry level home and if you can get it at a good cap rate buy it, the every growth that I've seen is coming north of Tampa, in waves and this cheval Lutz area all the way over to Keystone in an East Lake. This actually has the highest concentration of wealth in the Hillsborough County so it's actually not in South Tampa. It's not in downtown, it's not on Davis Islands, which is a phenomenal honestly the best part of Tampa but a home there's you know, 4 million for 1500 square feet so those prices are crazy, but this area is excellent very equestrian, tons of lakes, tons of lake homes, tons of golf courses, nature trails preserves, an excellent up and coming area to be in and then one last area I'd like to highlight is the Ybor City and Seminole Heights area.   So this area is directly north of downtown Tampa and if anybody on here is familiar with St. Pete and fourth Ave, fourth Ave, stretches out of downtown St. Pete and goes north and that stretch is probably a 10 mile stretch of the most golden real estate I've ever seen retail shopping centers, storage homes, but that's been there for 20-30 years and then north and east where you see that Columbia restaurant is Ybor City, historic Ybor ton of culture there a ton of background ton of history, an excellent place to be but it is very, very pocketed and very hard to find land there, but would be an absolute killer. The next best spot is going to be Tampa heights and Seminole heights. If we see the Hillsborough River here, that's kind of the cutoff point for Seminole heights and then everything south of the Hillsborough River to about 15 Street is both terminal, Tampa heights and Seminole heights. Those areas are fantastic. People love to be there. There's a whole bunch of you know, farmers markets and pop up shops and just cool boutique II stuff that is not you know, another McDonald's and Taco Bell that people are bored with. So this that's another great neighborhood, and that also sprawls out into a sea wells wood, and then West Ham over here by the airport.   Michael: That's a super great overview. Jeff, thank you so much.   Jeff: Absolutely.   Michael: I'm so curious if you can give people an idea of how property taxes work, because I think that can often be and I'm sure as you see, one of the biggest maker breaks of a real estate deal. So give folks a walkthrough in the Greater Tampa area. Of course, it varies county by county, but how should they be thinking about property taxes?   Jeff: Excellent questions. So obviously, we all know taxes based on a millage rate, every county, like you said is different county by county. But based on that, I mean, there's really not much else we can do to kind of guesstimate and or further understand it besides going to the Property Appraiser website. But plugging in the property and estimating the taxes. A good rule of thumb with that though, is that I found is anywhere between 85 and 90% of the purchase price, and then take the millage rate, then we can kind of skip the step of you know going in there and directly estimating it but that is that will get you within 99% accuracy of the taxes when they become reassessed after closing and so again, that's 8085 to 90% of the purchase price. So if it's 400 it's gonna be about you know, 375 380 and then take the millage and then that'll be your that'll be your new annual tax roll. And that is very, very, very, very important to take into account because I've seen a lot of investors in the past, go into a property and just pull the current taxes without any idea that they're gonna go. If that person's owned the home for 30 years tax you're going to have Got 1000 a month on a $400,000 home after you close, they're going to be closer to about, you know, five to 6000. So that that alone can easily skew a deal. So you always want to make sure that the taxes are, you know, properly at least estimated going in and then double checked while you're going through the process.   Michael: Jeff, you said 1000 a month for that 30 year old 30 year old hold, but I think he made 1000 a year, right?   Jeff: Correct. Yeah, absolutely, 1000 a year for sure.   Michael: Okay, okay. So is there like a good rule of thumb, if someone doesn't know the millage rate like 1% of the sale price, or one and a half percent of the sale price,   Jeff: I would I would inch to one and a half percent of the sales price because I'm seeing more and more than a $400,000 home is any anywhere between 5500 to 7500, depending on their tax district and while it is county by county, there are some overlays in some certain neighborhoods and CBDs that we'll have some effect on that. So I would I would definitely lean to one and a half percent and then if you want to be real conservative, just go 2% and then it'll always be below that.   Michael: Okay, right on. Now, anyone who's ever listened to the news ever, or who follows any kind of climate or weather has heard about that Florida has hurricanes. Talk to us a little bit about some of the weather and climate, things that are unique to Tampa that someone from California might not be aware of.   Jeff: Right, well, I will say anything that you've seen from not being in one, it's always way crazier, that are way less crazy than what they say it is obviously…   Michael: People hanging on the palm trees, you know, getting strung out.   Jeff: Oh, yeah. All, all extremely oversaturated. In my opinion, the biggest thing with Tampa Bay is flooding. And that really only happens in South Tampa and waterfront properties. So honestly, I would say any investor in Florida should really avoid waterfront properties because of hurricane insurance and flood insurance. They're just too high and they're gonna kill your returns not on not including any liability insurance you have. For the tenant that's there, I would say waterfront would work excellent in a short term rental, because that's kind of a hotel experience. But a long term tenant really is not going to do great there. I would certainly avoid it. Overall, if you're in the mainland and not in the low lying area, hurricanes aren't gonna do just about anything to you. As long as the home is up to code and you have a you know, Hurricane Preparedness step do you have the metal covers for the windows and just, you know, it's simple Google search will show you how to get hurricane ready, but it's really, it's really way more than they hype it up to be.   Michael: Okay, awesome and that's a really good point that you bring up. If the house is up to code, you expect it to withstand a hurricane or not became a drone? How should people be thinking about older housing stock or does Tampa even have older housing stock, like in California, we've got a lot of 1950s built ranch style homes. That's just a lot of the bulk of the inventory, what are you seeing there in Tampa?   Jeff: Exactly the same, the bulk of the inventory is probably going to fall in the 1970 range, a ton of homes and that 1950 to 1980 and then honestly, in Ybor you'll see a whole bunch of homes in 1912, 1915, where the area is very, very old, and has a ton of homes with crawl spaces. So what you want to avoid is homes on a crawlspace. If it doesn't have a slab Foundation, honestly, just avoid it. Can you get around it? Can you figure it out, can you have a foundation inspection? Absolutely but those are all things they're going to tack on to the cost and your whole period. If you're a five year holder, maybe it's not a big deal. But if you're at 1015 20, you are going to be dealing with foundation issues, at least at some point and it is not cheap. So that is one thing I would avoid with the age of the inventory and then one other special thing that kind of gets talked about a lot in Florida is sinkholes and so sinkholes are extremely common. They're not as bad as again, as you see on the news 99% of the time. But what happened back in, I would say 95 205 a couple people had a sinkhole that was relatively bad, you know, the home was falling in and unsafe living conditions and then insurance companies and engineers that were working with them came into the entire neighborhood and said, oh, you've got settlement cracks. This looks like a sinkhole and so you'll see 85% of homes maybe even higher than that that have had a sinkhole remediation done with no significant repairs or need for that at all and once the sinkhole home has been remediated with either a chemical grounding a underpinning or a another. They actually insert concrete under the home once you do either of those three things. Your risk for a sinkhole after that is slim to none because once you solidify all the Lime Rock and silt that's under the home you're done, there's nothing to worry about, just check for warranties, and make sure that engineering report gets to your insurance provider and I believe there's still only two insurance providers in the state of Florida, that will insure a single home. So it's going to be a little bit more expensive as well. So just keep that in mind.   Michael: Okay, good to know and, Jeff, I just want to go back to the foundation, you said that to avoid slabs or avoid crawl spaces?   Jeff: Avoid crawl spaces. I mean, you don't have to avoid them at all costs. But if the house looks a little wonky, even on the photos, just go on to the next one. I've seen 95% of every home that I've been that has a crawlspace has some sort of issue, you can drop a marble in the kitchen, and it ends up in the living room every time. It's just Florida. I mean, Florida with sinkholes, and still homes horrible mixture and there's not a ton of those. But you'll see him a lot in Ybor City a lot around some of the older areas of Tampa, but just stick to the easy stuff, you know, slab on frame or slab on block and you'll 9 times out of 10 you'll be good to go.   Michael: Okay, right on and from a kind of hurricane perspective, what are your thoughts and what should people be looking out for in terms of roofs?   Jeff: You want as long of a life expectancy on the roof as possible, um, shingle roofs are great, every roof made in the past, I think from 2010, or maybe even earlier, since we had that one bad hurricane that came through all of the code is updated. The majority of the roofs have roof strapping that straps the trusses down to the block and that helps tremendously during hurricanes and just about every home has that and when you get an inspection, you do your wind mitigation and that is a very, very, very big piece of the pie to save you money on insurance, especially if you're considering hurricane coverage. So I would say maybe one out of every 100 to 200 clients gets hurricane protection. But it's available and honestly, you really just want to make sure that it has up to code roofing and those standards and it'll be just fine.   Michael: Right on and kind of in the same vein as insurance. What are you seeing or do you have a good kind of ballpark estimate for clients and listeners about what insurance costs are in Florida?   Jeff: Absolutely, to keep it simple, like we did with the taxes, I would probably say that's very close to the 1% rule and probably even a little bit below that, a $400,000 home. I've seen quotes anywhere from 2800 to 3800. So if you use the 1%, it's going to be less but you know, as long as you're not in a flood zone and don't you know don't have any hazard or wind additional add ones, then that should be a perfect, perfect metric to keep track on.   Michael: Right on. Jeff, this has been super awesome, man. Any final thoughts, things tips tricks that folks should be aware of as they're investigating the Tampa market?   Jeff: Absolutely don't wait, don't sleep if you want something, get it now get it while it's hot, because it's only going up. I think we've been undervalued for a very long time. I think we're at market value now. But I think the you know, honestly, the 10 to 30 year window and long range gross of Tampa I think is going to pay massive dividends for whoever can get in there.   Michael: Right on and I guess my last question you, are you seeing stuff go over asking or are you still seeing things come under list price or how are you seeing that?   Jeff: The market right now is very weird. Only because I've been used to just stuff flying for 18 months now. With the rates kind of adjusting the way that they have been everything has slowed to a tolerable level instead of 20 offers on a home we have three to five, so it's still chaos, but it's controlled chaos and something we can all deal with a little bit. But yet if you're not offering asking, you're not getting the house, if you're not offering 10 grand 15-20 above the house, you're probably still not getting it if somebody else's cash. So it's, it's extremely competitive. You have to be willing to push that cap rate on your own and be ready for the appreciation and the rent growth next year to kind of float you to where you want to be.   Michael: Okay, so good to know, Jeff, our certified agent out in Tampa, and folks have questions for you want to get a hold up? Where's the best place for them to do that?   Jeff: Absolutely. Um, you can visit our website at any time https://sefair-inv.com or feel free to reach out to me directly. My cell phone and email will be left in the podcast notes and I'll be happy to do whatever you like.   Michael: Right on. Thanks so much Jeff, can't wait to hear from you to chat soon.   Jeff: Absolutely, buddy. Have a great day, thank you!   Michael: Thanks, take care. All right, everyone. That was our episode A big thank you to Jeff for coming on and hanging out with me. It was a lot of fun, super interesting and clearly he is jazz about the market. I think a lot of us should be too. As always, if you've liked the episode I would love, love, love to hear from you all check out some ratings or reviews from you all and just hear what you have to say about the show. We look forward to seeing on the next one and happy investing!

HIGHLIGHTS:  What types of things do you feel like dads struggle with when it comes to parenting?  Jeff: I think we come to the relationship with our kids with OUR expectations, and we bring how WE were parented. It can be hard to encourage your kids, and appreciate who THEY are. Rather than pushing them to be the best at everything, or be the best at what WE want them to pursue, affirm them. They need to know that they are valuable, they are loved, and they are cared for. We do want them to be the best, we do want them to be great—but I want my kids to know that they're loved by God first and me second.  Jacob: I think dads struggle with the transition from working man to family man. And you have to be really intentional to make that change some days. Sometimes you just need to drive around the block one extra time, and say a prayer. Ask the Lord to help you make that transition; the greatest leading you'll do all day is what you do when you walk in your house.  What are some things you do with your kids to connect with them, to make lasting memories and impact? Jeff: You have to intentionally look at your calendar and schedule one-on-one time with your kids. If it doesn't get scheduled, it doesn't get done. Family time is great, but one-on-one time is where you can really connect, and those are the special memories your kids are going to hold onto.  Jacob: I try to be intentional about WHAT I do with my kids. I intentionally get on their level and do what they love to do—and it's different for each kid. However, I also bring them along one-on-one to do adult things, whether it's going to Home Depot or the grocery store, so they see me leading and working hard, and can learn from that. What encouragement do you have for dads?  Jeff: Our lives get really busy. If we're not careful, and don't schedule that special family time, our priorities shift. Scheduling time with your spouse, prioritizing that relationship, is an amazing example to set for your kids about how to have a great marriage. I want my kids to know that I love my wife first, and then them; and that I love them more than I love my job, sports, or anything else. When they go to college and become adults, I want them to look back and recognize that while I wasn't perfect, they always knew that I loved Jesus and I loved them.  Jacob: First—dads, you're doing a great job. Just by listening to this podcast, you're proving you care. You're doing a great job. Second—don't outsource the discipleship of your kids. The church is here to help, but YOU are the primary disciplemaker of your kids. Third—raise your kids in the way THEY should go. God made them each unique, he wired them each differently, and dads need to help their kids find THEIR own path. 

Sean: I wonder how many organizations you coach that make hiring mistakes and what do you do to improve that? Jeff: You look at a couple of problems. One is job descriptions. Most jobs descriptions I look at, there's no one that meets that criteria. They just aren't made the job descriptions are there the purple unicorn with pink stripes. But if people, if you're going out and look and people say, well, I want the best, well, have you gotten clear on what the best is? Forget about the job description because the job description is typically telling you what the job they need to do in some of the skills they need. But it doesn't get to the heart of the person, the soul of the person, the essence of the person, the leader in the person, because people don't go and hire leaders. I'm saying, why not? And here's the problem. They'll say, well, we don't want to have not everybody can be a leader and I say, you're wrong. You can have too many managers, but you can never have too many leaders. And I'll repeat that. That is so important. You can have too many managers, but you can never have too many leaders. So I'm looking to hire leaders. I'm looking for people who can make things happen. I'm looking for people who can empower everyone else who is going to make the organization better, not someone who does a job well. So I think we tend to interview and hire based upon job descriptions versus people descriptions. Like who's this person. We tend to make, you know, Jim Collins said this is good to great, you know, he said you should hire slow and fire fast, big fan of that. We tend to hire quickly. We tend to hire and try to hire what we think will be high performers, never thinking about, well, what does our organization look like if we have a bunch of high-performers that sounds good. Doesn't it? It sounds like, well, don't we want to have a bunch of high-performers. Depends. How do they perform it? Why do they perform? Are they high performers? Because all they care about is themselves and they're going to do whatever it takes to perform for themselves and to look good. Are they going to trample on the people around them? Are they going to help make the people around them better? If they're the best sales person on the planet, will they make everyone better? I've had salespeople say, that's not my job. Why do they say that? Because the employer never made it clear. That is their job. You know, if I'm hiring someone, I'm going to hire everybody and say, one of the things I expect of you is I expect that you will make this organization better and you will make everyone around you better. And if at the end of the year, you are killing it but this organization is not better than the people around you are not better. That's a failure. You will have failed. I don't think we get clear on what we really want and we don't get clear on what the organization really needs. So we go out and hire what we perceive to be high performers. And the other thing I'll tell you about this, about what we make mistakes in hiring is we take too few risks in hiring. Most of the time we hire the safest pick, the person who seems like they connect the dots. They check all the boxes, but most leaders don't check boxes. Leaders don't fit in boxes. You know, leaders are a pain, leaders ask questions, leaders challenge the status quo, but we hire, we make safe hires. And I'm a big fan of, I'm not saying make crazy risks, but sometimes we've got to say, who's the person I love to say this. If I've got a couple of candidates, which of these candidates is most likely to be running this place in 10 years or five years, why aren't we hiring the future leaders instead of the person who's going to, you know, do this task tomorrow. So focus on leadership and heart. That's what matters. Youtube: https://www.youtube.com/leadershipstack Join our community and ask questions here: from.sean.si/discord Facebook: https://www.facebook.com/leadershipstack

Sean: What happened in between? Tell us about those 17 years and then tell us about the 19 years. Jeff: You're right. You used the word aspiring, you know, people aspire to be a lawyer and that's absolutely what it was for me. I guess ultimately one of the problems, if I re or unpacked my life is I had a reason to become a lawyer, but it wasn't a very good one. But the main reason I did it is, you know, when you're that age, you're like, what am I going to do with my life? I had no idea. And my mom who has since passed, but my mom used to say, you know, Jeff, you should be a lawyer because you love to argue and you're really good at it. I think back on that and say, well, if that's true, then all teenagers should probably be lawyers because most teenagers like to argue, maybe I was good at it, but that was so real as a motivator. Because probably five years into practicing law my mom sent me a letter and said, "I really hope you like what you're doing, because I know that me saying that had an impact on you deciding to be a lawyer." I mean I nailed it. I had a high paying job, was married, you know, all that, you know, house, kids. And, but that's what I started to ask the question like, what's next? Because I achieved my goal. And so I needed a minimum, a new goal and I looked around the very big firm. And I said, what I concluded I wanted was I wanted to be in leadership. I really felt called to leadership. I just did. I felt like I had unique perspectives. But I took a look at them, they were run by a committee with a managing partner and I looked at who was on that committee. And I said, I'll never get in that room because I realized that the firm leadership saw me as unusual. Let's call it odd and not in a personal way, but professionally, they used to say, I asked too many questions and I would say, isn't that the idea? And they say, no, it's actually not, you're pain. Because you know, and here's, what's really interesting. I don't know where this came from. I suspect it came from my dad who was an entrepreneur. One thing that sticks out of that time was in leadership or the leadership perspective, people at the firm regularly said to me, why do you spend so much time with the staff? I ended up marrying a legal secretary at the firm. And I said, well, because they're great people. And I realized that they saw themselves as different from the staff. And they saw themselves as in many ways, better than the staff when I didn't. And so early in my career, I was a guy that treated everybody with dignity and respect, which I think is frankly, the heart of leadership. And so as a result, I said, well, if they're not going to let me in the room, I'll go create my own room. And I left and started my own firm. And. Did that for seven years on my own, 10 years at a big firm, seven years on my own building an awesome firm, we had a great team, great people. I was very committed to building that from like a business versus a firm. And we built this amazing firm and it was rocking. And then I was running the firm and I was bringing in clients just like you said, and I was doing the work building the team. I was doing it all. And I had a life to make it, I mean, I had achieved Nirvana for lawyers. Cause I had a life. Most lawyers work too hard. This is the life you just go. I nailed it. Except when I had nailed it, I started to think about what I was doing and realized I didn't actually like practicing law. I loved the business, but I didn't love practicing law. And it was a challenging decision, but it wasn't a hard decision because I knew that I couldn't do something I didn't love. And I quit. I walked away from all of it. Youtube: https://www.youtube.com/leadershipstack Join our community and ask questions here: from.sean.si/discord Facebook: https://www.facebook.com/leadershipstack

Sean: What are some of the biggest problems that entrepreneurs face after the startup stage? Jeff: You really got to focus on getting that customer in the door, but once you start hitting that growth phase and saying, Hey, okay, This is simply more than I can handle with my two or three people around me. We've got to go and grow this and scale this that's where, and really on up as long as you've got still got that entrepreneurial kind of mindset of saying, "Hey, I want more, I want to grow this company. There's more possibilities here than what we're currently capable of." That's where EOS really sits is that sweet spot. So from a struggle standpoint, a lot of times it really kind of varies based upon what that entrepreneur wants out of business. So I'll have people ask me all the time, it's like, well, what's your profitability measurements that you get out of EOS? It really doesn't necessarily go that way because one entrepreneur may want more profitability and they might say, "Hey. We used to be at 30, 40% margins. We've added on new staff. We should have scaled up. And now we're only at 10% margins. What happened?" And that's, that's a lot of times that, okay, we don't have the systems, we don't have the training, et cetera. We don't have the efficiencies anymore that we used to have. At the same time they may be looking at, it may simply be that, "Hey, I want I'm the visionary type entrepreneur. I'm tired of fighting fires. I'm tired of dealing with issues in the business. I want to go play golf on Fridays and go back and have those conversations. Those big conversations with my friends or the people out on the golf course. I didn't want that time back, that enjoyment back. Because I'm spending too much time right now doing stuff I don't like basically."  And it kind of takes the fun out of what, of the business. And that's really what I've seen a lot of times. Cause you have the early stage kind of failures where obviously the product has been launched, but then you've also got a whole another stage, usually about five to seven years before you start saying. Those businesses fallout as well, and a lot of times that's really the, the entrepreneur, the visionary type said, okay, I was having fun down here where we were at four or five, 10, whatever people, early stage kind of a thing. Now that this has turned into a 20, 30 person company, this is business. This is work. I want to go back to playing in my area here, or whether it's technology or medical or take your pick, whatever your little focus is that this is your enjoyment play area. And now you're having to handle staffing. You're having to handle finances. You're having to handle marketing and sales and you don't know necessarily how do I, how do I get back to having fun? How do I structure this business? So it's really a sense of frustration, almost more than anything. It's okay. I don't, I don't know what to do. It's, it's stuck here on the business that in many ways, like I said, it used to be fun. We used to be lightweight. We used to be agile. We could adjust real quick. Now it takes six months for anything reasonable to happen. And even then it's questionable kind of a thing there. And it's just, everything's stuck in the mud. Nothing's moving forward anyway. So it's a lot of times it's just pure frustration with the business and where they are. Youtube: https://www.youtube.com/leadershipstack Join our community and ask questions here: from.sean.si/discord Facebook: https://www.facebook.com/leadershipstack

2:50 Jeff & Steve met at Sarasota Winefest. Later, along with a gang of exotic car nuts also attended Barrett-Jackson and Amelia Island Concours d'Elegance! 4:40 Monaco, f1 races... 5:40 Ferrari factory in Italy, got a VIP tour. 7:43 Steve Huse- of St. Elmo Steakhouse in Indianapolis. Is this a top 10 Steakhouse. 11:08 we have a bottle from 1902 Chateau Lafite Rothschild 11:27 Stephen sold 34 Arby's a year and a half ago. 14:45 "try to cover by owning real estate as much as we can. So if something didn't go well we get converted to a different use and become a landlord. And that's that philosophy turned out to be a saving grace" 15:04 In and Out Burger. 17:15...to look back now at some of my teachers have probably thought I was a real below average guy. And I think mostly I was so bored in fifth grade school, just bored to pieces that, my behavior was not as good. I wasn't a bad guy just tended to be sometimes outspoken..." 17:44 Jeff: "... sometimes I meet hundreds of people in a month. I mean, financial success is certainly not the only measure of success. And it's definitely not the only measure of success with you. But certainly I've run into a lot of people with the ability to buy what I was selling, which could be this new kind of car, whether it be Cadillac, or whether it be Landrover whether it be exotic car, or BMW, whatever. And I cannot tell you how many of them let me know how below average students..." 18:23 Stephen: "I've always said the A students become doctors, the B students become lawyers and the C students hire both of those professions." 18:30 Jeff: You heard it here first, folks. 19:03 Stephen started a pizza chain, (Noble Roman) notching it up to about 130 stores and took it public on NASDAQ, right after Arby's. Then had Mustard switch was another upscale casual restaurant. Then steak and shake. 19:27 Stephen was hired to come in as a turnaround guy. 20:16 Stephen ended up moving Steak n' Shake from NASDAQ, the New York Stock Exchange. 23:35 on hot chili oil, sesame oil. 24:57 Stephen: " I lived in a little condominium. It Had no furniture I had a TV I bought maybe a Costco or Sam's. A cardboard box-that was the table. Lila and I were dating and we sold the two cars, we leased two other ones so we get some capital buy furniture. We still have some of that furniture." 29:00 Stephen is hospitalized 100+ days for COVID...almost checked out... 33:48 It was a littler airport with no control tower and people on a weekend flying in and out of there using whatever runway they felt like. And I thought it was kind of dangerous still do I look back on that one thing? Why did I ever do that? 36:37 Jeff: (selling cars) "I lost money on every deal. I always made it up in the volume." (Thank you Dave Sterns for that one!) 36:39 Ferrari tries to take Stephen's whole restaurant for a week . 42:42 What's in Steve's garages? 47:16 Why Stephen doesn't like to buy the first year of a car: the best. 47:35 Stephen's definition of success:

Savages, this week we will discuss how to level up your business by creating mini-courses! I’ve invited Kenny Barnwell to the show to explain how he leveraged his expertise of Backstage Production, for artists like Seal and Amos Lee, to teaching others how to break into the business. We talk scarcity mindset, how to offer free value to intrigue people, how to use mini-course to build up your clientele and much much more. This episode really breaks down the foundation of creating these classes and anyone with relative expertise can create one. Jump into this Savage Session! How To Create A “Mini-Course” To Grow Your Business with Kenny Barnwell “ A lot of people are experts. They're not relevant. A lot of people are relevant. They're not experts. You need to become a relevant expert because it's such an amazing tool for your brand!” Jeff“ You want them to have enough of a transformation to where they still have a need for guidance. But they go ‘dude, like that was awesome’!” Kenny“if you know who you're actually building these trainings for, then you're going to be ahead of the game in a tremendous way.” Kenny Subscribe : Apple | Google | Spotify | Stitcher Show Notes  How To Create A “Mini-Course” To Grow Your Business with Kenny Barnwell [03:45] Introducing Kenny to the Show. [08:25] Pushing past a limited mindset [12:12] Why the power of branding is so important. [15:18] The two-step process of mapping to outline your course. [19:34] How to determine how long the mini-course will be. [24:17] How to get past the most challenging part of onboarding. [29:56] Understanding the transformations that take place during the courses. [34:13] Make sure the end of your course leads to a call to action. Subscribe : Apple | Google | Spotify | Stitcher Follow the Host Jeff J Hunter WebsiteLinkedinInstagramFacebook Follow the Guest Kenny Barnwell ​Website​​​ Join the Conversation Our favorite part of recording a live podcast each week is participating in the great conversations that happen on our live chat, on social media, and in our comments section.  Join our community at:  https://www.facebook.com/groups/savagemarketers

In this episode, Gina Cocking and Jeff Guylay continue their discussion on deal structuring. Today, we explore rollover equity, a form of contingent consideration in which the seller takes a portion of its proceeds as equity ownership of the new or acquiring company. In this episode, we cover: Why is rollover equity important? How often is it used? How is it structured? What happens in platform investments vs smaller add ons? How does it differ from management incentive pools and from taking stock as consideration in a publicly traded company? We talked about how the math works related to rollover equity in leveraged transactions and how we help manage these critical negotiations with buyers. Importantly, we talked about how rollover equity can set up all parties in the transaction for success through the alignment of interests. Other episodes in our series about deal structuring include price and terms, earn outs, R&W insurance, and roll ups.  More than two-thirds of M&A transactions in recent times utilize rollover equity. The primary purpose of rollover equity is to align interests through shared economic ownership. Rollover equity gives the owner a second bite at the apple, as you’ll hear in the episode and read in the show notes. Rollover equity is also tax-deferred. Later in the episode, Jeff is joined by our guest Vernon Rew, a partner at Whitaker, Chalk, Swindle & Schwartz, who shares his perspective on closing conditions and the importance of staying on task and getting deals to the finish line. In this episode, Colonnade Advisors addresses the following questions as related to rollover equity: What is rollover equity? (00:55) Gina: "The sellers of the company, the founders, the owners are going to take some of their proceeds and roll it over into equity and ownership of what we call Newco. Newco is the new or acquiring entity." Why is rollover an important equity component of a transaction? (01:52) Jeff: "Probably the most important answer or topic here is that it aligns interests, particularly when you're talking to private equity-backed buyers." How often is rollover equity used in transactions? (02:56) Gina: "67% of the transactions in recent times have utilized rollover equity." What are the tax implications of rollover equity? (05:10) Gina: "Taking equity as consideration in a deal is tax-deferred. With equity that you are rolling over, no taxes are paid at the closing. You're not going to pay taxes until you sell that equity and convert it into cash." What are the other advantages of rollover equity? (05:55) Gina: "Another advantage of rollover equity is that it gives the owner a second bite at the apple. Rollover equity can be valuable. With that second bite at the apple, we have seen many cases of people that have gotten very wealthy with the second turn of the sale of the business, and even third turn." What is the seller demonstrating to the buyer when rolling over equity? (08:40) Jeff: "Showing commitment and confidence in the forecast and the business, and just setting up the business for success through mutual understanding." What is the role of a financial advisor, such as Colonnade, in rollover equity discussions? (09:30) Gina: "Rollover equity introduces a whole other component to diligence where it's the diligence of the other side. That is where a trusted advisor's perspective is helpful. In our case, with many of our clients on the deals we work on, we know the universe of potential buyers pretty well, so we can give our perspective." If selling the business to a private equity firm as a platform company, what type of diligence should be performed? (10:15) Jeff: "There is due diligence around the private equity firm and their experience and track record. The dating dynamics of some of these management meetings are fundamental because these are going to be your partners." If selling the business to a private equity-backed strategic company, what type of diligence should be performed? (10:47) Jeff: "You have to conduct due diligence and relative valuation on this private equity-backed firm that already exists and has operations and that already has a set private market valuation." How is rollover equity different from stock options and incentive pools? (12:05) Gina: "Stock options and incentive pools are subjective decisions by the board as to what you get for hitting certain performance goals. It is very different. Rollover equity is your property, and you have property rights to it. They cannot take that away." Are there restrictions on what the seller can do with the rollover equity? (13:01) Jeff: "There are almost certainly going to be restrictions around what you can do with the stock. The operating agreement that your attorneys will help you review, and you'll sign onto, will typically have pretty strict covenants related to how you can dispose of the stock." What type of securities are used with rollover equity? (15:45) Gina: "Our goal is to get pari passu, meaning the same type. We make sure in deals today that the sellers get the same type of equity as the buyers. If the buyers are getting preferred, we want the sellers to get preferred." Typically, what percentage of the total transaction consideration is rolled over? (18:12) Gina: "It's a complicated question. Buyers typically look for 10%-40% equity rollover. It depends on who the buyer is. Private equity buyers will probably want to see a lot of rollover equity. Buyers look at it as a core part of their strategy to incentivize everyone." How do rollover equity considerations differ if the buyer is a public company? (19:40) Jeff: "With public companies, the discussion is usually different. It can be a tax discussion. It is a separate analysis. The thesis is the same, but it is used really for other purposes. When do rollover equity discussions typically take place in a transaction? (20:45) Jeff: "We usually have it as one of the near-final conversations with the buyer that we select in exclusivity." How is the seller's rollover equity percentage ownership of the new company determined? (22:47) Gina: "It is based on the equity value of the new or acquiring company and depends on the leverage in the transaction. The percentage of your rollover proceeds does not necessarily equate to the percentage of the new company ownership." What are the benefits of using a financial advisor in rollover equity discussions between the seller and buyer? (25:50) Jeff: "Our experience in working with these types of transactions is powerful in terms of making sure that they get done well for the seller. Otherwise, these things can blow up pretty quickly if you just put people in a room and start talking about rollover equity." What effect does any additional equity grants or incentives for employees have on the seller's equity rollover percentage ownership of the company? (26:48) Jeff Guylay: "There'll be diluted pro-rata just like everyone else. The sellers and buyers have locked arms, and they are in the same security and position. Any additional equity grants or incentives will dilute everyone on a pro-rata or equal basis." Will current sellers of the company be asked to rollover equity at the next transaction? If so, why? (27:06) Gina: "Current sellers of the company - who are important to the ongoing operations of the business - may have to rollover equity again in the future at the next transaction. For example, a private equity firm has bought your company, and you rolled over equity. The private equity firm then sells the company to another private equity firm in the future. The new owner would like to see you be equally incentivized or have skin in the game and would like to have some equity rollover." Can the owner completely exit the business after a few years post-transaction? (28:52) Jeff: "That is usually a good conversation to have with buyers as long as we're clear and upfront about it. We want to make sure that everyone knows that the management transition plan has to start immediately. You have to be in a position where you've got the next set of leaders up and ready for the next transaction, whether it's one, three, or five years." Jeff invites Vernon Rew, a partner at Whitaker, Chalk, Swindle & Schwartz, to share his perspective on closing conditions in a transaction. What closing conditions do you see in M&A transactions, and why are these conditions so important? Closing conditions are critical because if a single closing condition is not met, you're likely not closing It is important to obtain all necessary third-party consents and all required regulatory approvals The material adverse effect and the material adverse change provisions are essential and often highly negotiated Focusing on the process and keeping all members of the seller team on task and focused on getting to the close are critical Time is critical. A delay in completing a closing consideration could kill a deal Featured guest bio and contact information: Vernon Rew Email: vrew@whitakerchalk.com Vernon Rew has over 35 years of legal experience representing business clients in corporate matters, contract negotiations, mergers and acquisitions transactions, and securities law compliance matters. Vernon has represented both public companies and privately held entities in a wide variety of industries. Vernon's mergers and acquisitions practice has included representation of both sellers and buyers in a large number of transactions throughout his career. He has worked in a wide range of manufacturing and service industries in his corporate and contracts negotiating practice. In his securities law compliance practice, he has counseled clients with SEC filings, tender offers, public offerings, and going private transactions. Vernon considers himself a relationship lawyer and is an experienced counselor and negotiator on behalf of his clients.

Making a Foundation for Growth with Jeff Chastain Josh: G’day everyone out there in podcast land. I've got Jeff Chastain here from Admentus. And he's going to be talking to us about a few different ways that you can make a foundation for growth with something called EOS. So tell me a bit more about the process and what EOS is for anyone out there that's listening. Jeff: Sure. Well, thanks for having me. EOS is really just a, it's honestly just a simple set of business practices, business processes that work for entrepreneurial-led organisations to kind of instill that foundation, what you're talking about, it's still kind of that basic process in place, because honestly, most entrepreneurs that come into business, they've got a great idea, they've got an idea for a solution, a product, something like that, they take it to market, but what they don't necessarily have is an MBA and know exactly how to go structure and build a business. They go out to market, they hopefully have something that's viable, that a customer wants to go by, they've got it sold. And then we're kind of at the stage of, okay, now, what do we do are we actually going to grow up and treat this like a real business and scale out people, scale out systems, things like that, so we can move forward. If you look at all the business statistics and stuff like that three to four year mark, when a lot of small businesses failed, it's really that stage where the entrepreneur, their core team has basically kind of hit their limit of they're trying to do everything themselves and getting frustrated that okay, things just aren't working quite as well. And they lose traction, the business saying, okay, when we first started, it was really easy change really easy to adapt. Now we're here and it just feels like the business is stuck in the mud, we've kind of lost all sense of fun of direction here. And that point, they just say, hey, we're bailing out and starting over. Whereas an operating system like EOS really comes back in underneath their successful business really that they built to that point and says, okay, now let's solidify the foundation underneath it. Let's actually get everybody working together with the same vision, get everybody performing the same way. And just really kind of reinvigorate that business going forward. Josh: Okay, so what you said there pretty much you need to create structure within the business to allow for growth and to allow for everyone to pull the ship in the same direction. Because if everyone's blowing wind in the sails in the same direction, the ship will move forward, as opposed to creating turbulence. So how would you go about moving to a structure where you have the systems in place when most people are going off their feet their busy as. Everyone's complaining, they have no time. So how do you go about introducing something that takes up time, that will save you time, if you need to get over that hump to be able to get there, what's the process? Jeff: It's a longer journey process is the way we look at it. With a lot of things you'll go out and visionaries especially go to a weekend conference, or read a book and come back into the office Monday. And here's all the new ideas we're going to go implement. That kind of stuff honestly never works, it never gets the traction. Whereas EOS is really implemented as a very phased process where it will actually start working right off the bat with individual tools to say, okay, go back in tomorrow and into your business, let's start on just this one tool, just these two tools, and start kind of building that piece by piece into your daily journey, your daily practice your daily work right there, and really build it in over time. It's a longer implementation process. But it helps take, okay, everything that you're doing today, all your ideas you're doing today, now, let's map in a little bit of structure. Let's map in some new processes. Let's figure out okay, what are you doing today in your sales process, for example. And let's go take and document that at an 80/20 kind approach from an entrepreneurial standpoint, and really get just that little bit in place to where now everybody on your sales team is using the same process kind of a thing. So it's little pieces that you can build into time, and it's not a complete turn right right now with the entire company and expect everybody to stay on the track. Josh: Getting back to my ship analogy, you can’t turn a ship on a dime, can you? Or a five-cent piece if you're listening in Australia. So what kind of tools would you say you're looking to implement or would be something that you that you go into and you get, okay, 80% of the people are having this same problem because they haven't implemented X, Y, Z or haven't reviewed this stack? Jeff: Oh, one of the keys that we really look at first and you kind of already touched on it is simply just looking at the company vision to say, okay, this entrepreneur, this leader has his idea of, okay, where are we trying to get to as a company, but I forget where it was, was a Forbes study or something not too long ago that went in and did basically a study on all those thousand something different employees of a company, and they said basically one in four had some idea of what was going on in the company, that they understood the direction of the company, they understood where they fit, etc. And if you look at it and say, okay, if you've got Sally sitting here working in your operations department, and she's just there to go in and punch a clock, nine to five, in and out kind of a thing, versus you've got somebody over here on the other side that is in tune with the company vision, they're excited about, hey, this is what my job is. This is how it contributes to the company. This is how where we're going as a company, and this is how I'm helping to facilitate that. That type of employee is going to be a lot more productive for you. And obviously, if you can get everybody in the company with that mental attitude, then to your earlier point about blowing the sales, okay, yeah, now we've got everybody on the same page, because that's really the key is to say, okay when most people look at vision they're looking at, okay, here's our core values, our core focus of being honest, integrity, all the kind of buzzwords that they go stick on the website. And honestly, forget about at that point, it goes and collects dust out there on the About Us page, and really what vision should be, it starts with that but it goes a lot deeper to say, okay, our vision X, Y, Z IT company here, who are we trying to serve? Are we trying to serve a different certain market? And why are we trying to reach out to them? What makes us special to go reach out to that market? What are our key differentiators for reaching that market? So that way, it's defined at a company level. And so when marketing is putting together their pitch, sales knows what marketing is doing. Sales can go out and use those same three key differentiators right there and their sales pitch. And that way, the support team, the IT team, the operations team, whatever this delivering the service knows exactly what they're supposed to deliver. Because if marketing goes off and sells one thing, sales, goes off the rails and sells something else, operations just kind of sitting there left saying how in the heck are we going to deliver this? And everything's a mess at that point. Josh: Yeah, and unsatisfied customers are never a good thing to have. And that then makes the whole system crumble down. Like I know, for us, when we first started out 13 years ago, the direction that we went was like a lot of people that haven't read enough personal development books and decided to jump out there with a gung ho awesome attitude, knowing that you can do better than some of the other people out there decide to get the clients charge a lower price. Wrong move, Josh. What are you doing? Jeff: That works for a little while. Josh: That's right. I'm gonna go back and select teenage Josh, what's he doing? Idiot, read a book. Jeff: Yeah, you had to start somewhere. Josh: That's right. So when we did that, we had incredible growth, and we bought someone else on and we're both sitting on 150,000 a year. So we're both pretty happy before turned 21. So we're both pretty pumped, if I call myself Batman, and he's Robin. When Robin had a stroke, and Batman had to pick up the slack. Batman didn't have enough time. And he say to do that he was too busy saving lives. So that was nearly the collapse of our company. And that came down to all processes at that stage and growing on a price. And when we decided to change that around, exactly like you're saying, create that differentiator. So now the businesses that we work with, we guarantee that they will have the uptime that we've agreed upon. So depending on the business, that could be businesses not down for more than 30 minutes, or for an IT problem not down for four hours, if it's a smaller business or something like that. And if they go down that guarantee means we pay them per hour at the agreed rate while their business is down. So we want them to be up and running as quickly as possible, because there's no money in us paying them while we're fixing the problem. Jeff: Sure, sure. Yep. Josh: It just realigns the way and make sure that our offerings and what you're saying there perfectly with the team. You want to make sure your team's pulling in the same direction. We figured as an IT provider and solutions provider to make sure that we are pulling in the same direction as them. And if we're charging people per hour, when something goes down, they're already upset with us, and then we're whacking them with a big invoice. So they just get more upset with us. And we found that the less skilled, less experienced IT companies would take longer to fix the problems therefore earn more money. And we went this doesn't make any sense. What is going on with this world? Why are we doing this? This doesn't make any sense at all. So we changed the model and then let's flip it on its head, let's have them be paid when things go down. That's one of our differentiators that we try to push through in our marketing as well as through our sales. But you're exactly right. You need to have that thing that we differentiate it isn't price because it's very easy to see the differences between that and that doesn't help businesses out. Getting back to what you said you said is Sally's in the business that may just want to do nothing but clock in. And it did sound like you want to create a latest mentality throughout the whole company. We have ever been looking at a problem, finding a solution and bringing that to the table for everyone to review and look at as opposed to just being a meat in a seat, so to speak. Jeff: Definitely you want to you want to empower your team basically give them give them a reason to come reason that they want to be there a reason that they feel like they're contributing, and also basically have that almost honesty, integrity, kind of openness in the company such that regardless of what level of the company Sally's at, if she sees an issue, or has a problem, or whatever, she feels comfortable raising that and everybody's going to take it seriously kind of a thing. While, you've got to have the structure in the company, and obviously reporting structure hierarchy, stuff like that. You've got to be real careful not to make that too rigid, especially in a small company that say, okay, well, you're at the bottom level, you can't do anything, just go do your job kind of a thing. You want to encourage that growth, that leadership model there to say, hey, no matter what your role is you're contributing this is how you fit into our long-term strategy, our long-term vision, this is where you are. And really, I said, empower them, make them feel like they're part of that so that they can contribute, they feel like they've got a worth and value in that company. Josh: I know, Dad has always said, if you can think of a way a problem can be solved. It's better to have that solution be found by a staff member. And they will then take ownership over that, and they'll cradle that and that'll become their baby, as opposed to even if you know what the solution can be just jamming that down someone's throat doesn't necessarily have people care for your solution. But if someone finds that, and then they take that ownership, and they take that pride in what they have found, that they brought to the table, and everyone wins. It's kind of like inception, you need to try and put that idea into their head, if you've got the idea, or work together and have people just started to spring up ideas and have moments. So we do a half Friday. And normally at the moment, I'm not drinking any beer for six weeks, but we only have a few beers and have a beer meeting, and go through how can we have done this week better? What was your favorite part? What was your least favorite part? And is there any new tools that you've seen out there that could help? Was there any special compliments that you had from clients? Was there any particularly difficult clients? And then we go through and work out how we can phase that. And then we do a difficult question section, which is where we reflect on each other? And we say, oh, look, I didn't quite like the way that you said X, Y, Z. Or you could have approached that question that you asked me in a less hasty way, or whatever the case is, just to make sure that you do have a better team, a better family that you're working with. When you go into businesses, what are the families like? How is the structure that disparity? Is it sometimes like, is there more strength in one arm than there is another say, for instance, they've got a fantastic team, but not a very well defined vision? Or is it all over the place? Jeff: Honestly, I'd say family is the right term to describe it with, because you can obviously have some families that are really tight, well knit together and enjoy being together, working together. And you've got other families that you better not put them all at the dinner table because they're going to be yelling and screaming at each other. Yeah, picking whatever, whatever the discussion is politics or religion, or whatever, they want to go at each other about kind of a thing there. You see it all in both kind of thing. And a lot of times, that's really, it's a culture really, from the top of the business. I see most of the time, that okay, are you going to have that entrepreneurial leader, because if you look at entrepreneurs, the journey, most of the time you've been talking about, okay, you and your partner starting off that business, at that point, you start growing out, start growing out. And the question is, are you going to be able to hand off one of those hats that you're wearing to your new teammates that you brought on? Or are you going to kind of pull and tug on the hat at the same time, they're trying to take it sit in their back pocket and say, make sure you're doing this this way, make sure you're following these steps kind of thing, writing over them. At that point, you're not instilling any kind of trust or any kind of confidence in your team. They're sitting there looking over their shoulder all the time, saying, okay, am I about to get beaten over this kind of a thing? Am I about to get called out in front of everybody, because this didn't go exactly the way the owner would have done it kind of a thing? And when you've got that kind of mentality with that owner, not being able to delegate, not being able to hand things off, and it just cripples the entire staff right there from an attitude perspective, because honestly, everybody's sitting there saying, okay, I'm basically ducking the entire time saying, okay, who's going to be the next one to get on his radar? And being glad that okay, sorry, it's your turn here to go be in the spotlight, not mine kind of a thing. And it's like bad attitude. I've seen that in too many companies where the owner is all frustrated himself or herself saying, okay, why is the company not working? I'm having to get down to here in the weeds and do all this stuff. It's like, you got to realise that okay, delegation is one of the key points of being a successful leader. And then really, where really the EOS comes in is, okay, yes, is delegation, but you've got to have the processes in place. You've got to have the numbers, the metric stuff in place where if I've got a documented process for how we're going to handle a trouble ticket in an IT business, I can hand that off to my IT support team over here. And as long as my numbers, my dashboard are correct here to say, okay, all tickets are getting handled in less than 30 minutes or whatever our metrics are for our business. Then as a leader, as the CEO, I can step back and actually relax. I don't have to go stand over that IT tech and sit here and watch the stopwatch. Okay, are you getting done here, you got five minutes left kind of thing. Because I can see the metrics. I know everybody's following the process. And I don't have to worry about that anymore. And that's really the key with these businesses as you've got to be able to systematise the business, you got to go put those processes in place. It's almost kind of counterintuitive to say, we've got to put more structure in the business, we've got to put more framework more processes in place, so that you can relax and have more fun. But most people would look at that and say, wait a minute, more structure means rigidity. I take the creativity out of my business, I take the fun out of my business. And it's actually just the opposite. Josh: We call it elastic documentation. And in where I'll be the first to say I'll create our documentation internally, and I think you have owned that hat so to speak, it's only fair that you write down how you've managed that hat and how that has worked. But once that's being created, it's then up to the person or team that has received that hat to then modify it and change it and tweak it as time goes on. And as processes change, as you might find a better way. Because ultimately, I'm just one person that's walked one direction, but the path you've walked in your life, Jeff, is different to my path. And that's means that the input that you would have would be different. So we make sure that everyone knows that this is the documentation and how it can work, not how it should work. And make sure to have elastic documentation. And as you're saying, delegation is key. Absolutely. You need to be able to let go and let that bird fly than hold its wings and hold it back. Because if you’ll just tire it out. Jeff: And really the key with especially when you're talking about documentation, because too many times I'll see a company say okay, we don't have enough capacity, we need more resources. So they'll go hire somebody in. And it's like, well, jump in, go, Good luck, go figure out your own job, almost kind of a thing. So when you've got these processes and stuff, like you're talking figured out, you can go scale out your helpdesk support team, because you've got documented processes where somebody's gonna step into that role, know exactly what they're supposed to do on day one, it can be productive there rather than spend the next three, four months trying to figure out what their job is or reinvent processes, reinvent things figure out, okay, previous guy walked out the door and basically took all the knowledge in his head with him. And now what am I supposed to do in my new job? And we're sitting there as owners paying them to flounder basically, having that kind of system. Again, that kind of structure in place for those people just facilitates that scale and just again, adds economies of scale, right there. Josh: Coming back to that first employee, I was talking about, we both just worked together enough to learn how to do it. The second employee after David was Alex, and it took seven months before he became profitable. And I went this is terrible, especially like I had read the E-myth by Michael Gerber. And I thought, okay, I should know to do this, but I got caught in that. Don't have time to do it. So I haven't done it. And so I'll just keep doing what I'm doing until that's done. And then I'll never have time to have any fun, which sucks. Yeah, but the moment you have these processes in place, like the E myth, sort of discusses, McDonald's is run by 14-year olds. It's a multi billion dollar business, it's ran by teenagers, really old enough to know how to read the documents that you've got in front of them. And it means that you've got something to lean back on for KPIs, for everything. Every business should have their processes documented. And sometimes it's a lot easier to say than it is to do. Jeff: Definitely is. And one key point about McDonald's or any kind of place like that, if you go in there as your 14-year-old and say, okay, you're going to be a new line cook. They don't hand them a six-inch-thick SAP manual that says, Okay, here's every single little detail about every single little thing you need to know. They've got a laminated sheet there that says step one, step two through step six, this is what you need to follow right here. So to me, that's where a lot of people get stuck when we talk about processes. It is like, okay, where do I even start, and I'm going to end up working for months building out this huge thing. And then nobody looks at it kind of kind of a system, whereas EOS really pushes the 80/20 approach to say, okay, we're going to document the top 20% of exactly what you need to know from a high level to go figure this out, rather than dive down and build that entire SOP manual kind of a thing there that nobody does. It doesn't matter that it's 100% perfect right up front. Take a quick pass to say okay, this is what we do every time. This is the high-level points, and we can always go back and refine it agile kind of process but still just make a quick pass at it and get started, rather than sit there and say, hey, there's no way we can spend months trying to figure all this out, you don't need much, you just need something quick to get started. And honestly at that point, let the people doing the job right now fill in the details as needed. But even still, I would say, don't even, it's not worth their time your investment to go build that huge manual, you don't need all those little details. Just make sure you've got the flow to where somebody can sit down and figure out okay, I can take these six steps and go cook the hamburger, I can do whatever I need to at a high level right there. Josh: Keep it simple, stupid, I think is the case sort of mentality. And keeping it simple. I know if you bought up earlier going to different day seminars and things like that, that they tell you, this is how you change the world with your business just implement this one little thing. And one of them said, I document everything, everything has to be documented. I document where the coffee filters have to be purchased from. What seat I want in an aeroplane. And I've got 120, whatever it was, a lot of procedures just around the way that I travel. And I thought, holy shit. I left going, why oh my goodness. Jeff: At that point, you hire the person on and is still take some six months just to go read all that. Yeah, it’s still why? Josh: It's just too much I went My goodness. And I thought he must have a huge churn rate in his business. Because if you've got a VA, and they're used to booking tickets for you, and they're doing what they're meant to be doing, they already know your preferences. You've told them once, they know. If there is, sound like getting away from the documentation thing, but it gets to a level where it's you don't need to know that on the plane, you're going to be ordering this drink first, followed by this many drinks if it's this many hours long flight, it just becomes too much. Jeff: It's definitely too much. But at the same time, there's a balance between it because for whatever reason, even if you want to scale out, it's not that you lost your VA, you just need to add a second VA. She doesn't necessarily or he doesn't necessarily know all that and having the quick high-level points to say, okay, we prefer this airline, or we prefer middle level seats, mid seats instead of aisle seats or whatever. It's just a couple quick bullet points there to say, Okay, this is what our list of preferences are, it doesn't have to go down to the point of okay, we want a third aisle or third row only, not fourth row kind of a thing and all that kind of mess. It's just okay, here's the couple quick points that we just know, anytime we go book travel, here's the quick set of preferences that we need to follow. And that just makes that new VA that comes on board, their job, they’re onboarding is so much easier, because they can just say, oh, we need to book travel. Here's the five or so pieces of data that I need to know when I go book travel. Josh: I agree completely. The way that I kind of worked at any process that we do in business, whether it be making documentation, or creating systems comes back to something that my brother told me many years ago. I was in my bedroom as a young teenager building electronic projects. And I said to my brothers and oh look up the one remote control turns the lights on, turns the fan on, turns the TV on, turns DVD player on, turns the computer on, does everything with the one can control. Anyway, so I said I'm going to make it to this remote control can also unlock the door and then with an actuator open up the door and then close the door as well. So that sounds pretty cool. And he's an engineer 14 years my senior. Yes, that sounds pretty cool. So he said, how long that's gonna take you to make? Oh, well with these parts, I have to make the PCBs and everything I said it's probably gonna take me 100 hours 100, 120 hours programming everything else. Okay, cool. Cool. How many times could you have open and close the door in 120 hours? Yep. Okay, I get it. Yep. So the door was never automated. But the lesson learned there was if you're going to be telling someone something more than once then document it. If you're going to be telling someone, something many times 100% documented. But if it's something that's just very quick, and you're not going to need to do that process, the same in business, we went automate something unless we know that it's going to benefit the masses of people. And that's what it comes down to being sensible, and maybe just writing a list of what would you suggest that maybe a list of 10 or 20 things of processes? Get five things that they do on a daily basis and try to write those down. What would you say is the magic number? Jeff: I don't know there's necessarily a magic number, but it's definitely just even hitting a one or two kind of a thing to say, okay, let's just look at this at a high level. But what I would take from what you were just saying, supposed the door was already automated or whatever, you wouldn't want to write the process that explains exactly how the motor turns and that electrical current comes on to this motor, and then it swings 35 degrees and it pushes here. It's like no, the process says press the button. That's all the process needs to say kind of a thing there. So you got to be careful with that's really what I'm trying to get at is how deep you go. All they need know is press the button right there if you need to go in or out kind of a thing. You don't need to know how it works. You don't have to no all that kind of detail at that level. Yeah, to your point, it's, it's really just a matter of, obviously one keeping it simple like we talked about, but really just getting started is the biggest thing. With the EOS implementation, it's actually typically almost a two-year journey that we look at from initial start to really calling mastery at that point of all the tools and the processes. And it's just literally, it starts out actually month to month, but then goes to more of a quarterly basis. But the idea is just to start doing something, getting one or two of those tools and start getting some muscle memory basically built with that. And that's really where you got to start with any of this stuff, it is just okay. Again, keeping it simple, but just get started with something. Pick up a piece and move forward with it. That's really the whole premise behind the system, it’s just simplicity. Because even going all the way back the first we were talking vision, at one point, I was working with a branding coach on one company I was working with, and I got this huge document on all the different logos, the color styles, the fonts, everything was all laid out, it was just this big old thing here. It's like, okay, this is just the brand that doesn't even talk about anything else. And when we talked to a company about establishing your vision, it's not again, some master plan that you got to bring in all these consultants on it’s literally two pages. It's eight questions that we go through, it's two pages. It's entrepreneurial, keep it simple, keep it basic, because again, same as the process is if you get in too deep, you start getting too big. Everybody freezes up and nothing gets done, or else it gets over-done and it’s never used kind of a thing. Josh: Well, I think there's going tp be a lot of listeners out there that have heard a lot of what we've been talking about, and probably looking at ways to get this implemented. And at least some consulting. I understand you’ve got admentus.com/resources, there is some bits and pieces such as a quick 20 question checkup? Jeff: Yeah, there's actually three different things on that page. The EOS system itself is built around six different key areas that we say, okay, if you strengthen those six key areas, basically all your issues fall into those buckets. So that's where that checkup comes in is, like I said, a 20 question checkup, they're just kind of measures how strong you are. And those those six key areas. And we'll actually utilise that through the implementation journey to say, okay, here's where we started, here's where we are now kind of a thing to other resources on that page are actually. Two of the EOS books, there's a whole, honestly, a whole library pretty much about EOS, but the traction book, literally lays out the entire system. You've got all the tools in that one book right there. So if you want to just pick up the book, read it yourself, go through it yourself, more power to you kind of a thing. The difference really is that I build myself or it was more of a coach and facilitator, I'm not a consultant, I'm not going to come in and do EOS for you. My role is to come in here and be that third-party working with you on that book. So we're still working from that book from those materials. So you can very easily if you're just curious right now the first chapter’s free up there on that website slash resources, grab the traction or the Get a Grip book, either one right there. And then other resources, simply just if you're curious, or you got questions about any of that, just send me an email at admentus.com/ask. And I'm always open for questions always opened up to help anywhere I can there. Josh: Cool. Well, we'll make sure to check this in the description there for the podcast over on the blog for us. And so everyone can definitely jump in there. I'm actually looking at jumping into doing the organisational checkup. Why not? Why not? It's only 20 questions. What's the harm? Jeff: We're going to get another set of data point for you. Josh: Exactly. Well, I've only got one other question for you. And that is, you've probably already answered the question, to be completely honest. But if there was to be one book that you think that anyone should be reading to be doing better in their business, what would that be? I think I already know the answer. Jeff: You're looking at two of them right there. It really is. It was because honestly, I've been doing I've done a number of businesses myself, I've been doing this kind of stuff for 15 plus years, too many I wouldn't want to count at that point. But it's it really was almost just a complete lightbulb moment when I first saw Traction, because I've been through so many businesses, getting frustrated with clients just you've got to get the foundation the business together. Because we were talking earlier about technology and stuff like that. It's like it doesn't matter how good the technology is, if you don't have the foundation there, and it just really hit me when I was first introduced to Traction. I'm not trying to sell I really do and it's not even my book, it's somebody else. Gino Whitman's the one that wrote it kind of thing. I don't get any credit on it. But it's still it's just that from an entrepreneurial standpoint is just one of those books that just really the lightbulb kinds of content comes on. And the other book is called Get a Grip and it's right there in parallel. But basically what that book is a fictional in quotes, narrative about actually implementing EOS into a technology company, or all type of companies. But still, it's one of those that Yeah, we didn't write this with any one particular person in mind. But sure, yeah. But yeah, if you prefer more of the fictional side, then the technical implement the tools side, but they complement each other really well right there. I've read them both multiple times, and like I said first chapter on both. I was free right there on the website. But honestly, those are the two books that from a business perspective I'd be diving into pretty quick right there. Josh: Sweet. Well, is there any other questions that you had for me? Jeff: I don't think so at this point. Like I said, technology's always kind of my thing I just I know exactly where you're coming from there all the all the terminology and everything. But it's a fun world. But I just try to emphasise especially now being on this side of it, there's like, okay, it's a great tool to help improve productivity, help make things better if you got the foundation laid right, and getting that foundation is really key, because I've seen too many times trying to implement technology to fix underlying problems. And it just can't do that really. Josh: We definitely find you have technology problems, then you have people problems, and you shouldn't be trying to fix people problems with technology. It's been fantastic having on the show there, Jeff. And if anyone has any questions, you can definitely jump across to a admentus.com or ask at admentus.com. Is that correct? Jeff: That's correct. Yep. Or you can email me anytime. Josh: Awesome. Sweet. So definitely jump across there. If you have liked this episode, head over to iTunes and leave us some love. Give us some feedback. And everyone stay healthy out there in podcast land.

Without question, the last several months have accelerated ecommerce adoption and drastically changed consumer behavior. The entire sales lifecycle from finding a prospect to closing the deal has been turned upside down. Now two key obstacles lie in the path of ecommerce leaders… The first is the more obvious, more discussed problem: How do you operationally and technically need to change to meet your customers' evolving needs?  The second key obstacle is not as often addressed, but is equally as important: How do you then communicate to your customers that even in these changing times, you are equipped and ready to meet their new needs?  The binding and laminating business doesn’t sound like it would be ripe with insights into answers to both of these questions, but Jeff McRitchie, the VP of eCommerce at Spiral, is here to prove that assumption wrong.  Jeff has nearly two decades of experience in the ecommerce and digital space. Just last year, his own company, MyBinding.com, was acquired by Spiral, where he now helps lead ecommerce operations. On this episode of Up Next in Commerce, Jeff explains what it has been like merging his ecommerce business with a more traditional binding company. He shares some of the challenges he faced along the way, and what methods and strategies he’s leaned into to find success. Jeff also discusses tips for building out a winning SEO and content strategy, and how ecommerce is playing a larger role across the entire business, including in customer acquisition and content marketing.  Main Takeaways:   The Merge: When a primarily ecommerce company merges with a larger more traditional business, there are a lot of balls in the air to create a cohesive and efficient system. Most of the adjustments have to be made on the side of the acquiring company, which needs to learn how to compete in a digital marketplace. That means that education has to be a priority both internally and externally.    Use Their Words: Every industry has jargon and industry-speak. It’s easy to fall into the trap of using that language throughout your platforms and channels. Instead, you have to meet customers where they are with their own language, and use the words and phrases they use. This will ensure that your customers feel like you are speaking directly to them and it also helps create more longtail SEO opportunities. Content For Now that Pays Off Later: Some of the most-viewed content you create might be consumed after a customer makes a purchase. On the surface, that might make it seem like content-creation is not a good customer acquisition strategy. On the contrary, it’s actually a critical long-term strategy in the sense that good, useful content is critical for brand awareness and building trust, which customers will remember when they need to buy in the future. For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length. --- Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Respond quickly to changing customer needs with flexible Ecommerce connected to marketing, sales, and service. Deliver intelligent commerce experiences your customers can trust, across every channel. Together, we’re ready for what’s next in commerce. Learn more at salesforce.com/commerce --- Transcript: Stephanie: Welcome to another episode of Up Next In Commerce. This is your host, Stephanie Postles. Today on the show, we have Jeff McRitchie, the VP of Ecommerce at Spiral Binding, My Binding and Binding 101. Jeff welcome. Jeff: Thank you. Stephanie: Thanks for coming on the show. I was excited when I was looking through Spiral's background. It looked like you guys started in 1932. Is that right? Jeff: Yeah. I mean, we've been around for a long time. Stephanie: Yeah. I think that'll make for a really fun conversation because I'm sure that the company and you have seen a lot of transformation over the years, so that'll be fun to dive into later. Jeff: For sure. Stephanie: Tell me a bit about Spiral. What is it? How do I think about what you guys do? Jeff: So Spiral is really a company and we've built ourselves around helping people to bind presentations and proposals. We do a little bit of laminating. We do a little bit of other things, but really we focus a lot on binding. We sell the equipment and the supplies for people to be able to bind presentations, proposals, books and training materials. Those are probably the primary things that come out of it. Jeff: We're a niche player in the office products market is one way to think about it. We're an interesting a hybrid of a company because we sell a little bit in B2B, a lot in B2B, a lot in B2C or B2B to C sort of space. Then we also have some really interesting national account sort of business as well. Kind of a little bit of an evolving company, we're a manufacturer and a distributor at the same time. We have lots of different faces which presents some really cool challenges from the standpoint of being in a digital transformation or Ecommerce role. Stephanie: Okay cool. So how long have you been at the company for? Jeff: My story is interesting, actually I'm co founder of a company called My Binding about 17 years ago. Last year we sold to Spiral. I've been with Spiral for just over a year now in this sort of digital transformation role but with My Binding, which was more of a pure play Ecommerce space. We grew and we were the largest sort of binding Ecommerce player in the market. Then all of a sudden we joined forces essentially with Spiral, which was the largest sort of B2B player in the market. Now we're one force together going after the binding and laminating market. Stephanie: Oh, interesting. What was that process like where you had your own company, you guys were selling online and then joining a company that maybe wasn't doing as much of that. What was that process like when it came to incorporating your company into an existing older company? Jeff: There's definitely some upsides. Suddenly you have increased purchasing power, you have more access to talent and capital. Those were amazing things, but the integration side of things is tough. Jeff: I mean, you're trying to merge systems and figure out how everything works together and learn the language of a new company. Some of that stuff is not as easy as it should be, as well as trying to figure out where exactly are they on the landscape of digital transformation and how do you navigate that when... We were pretty much an Ecommerce or digital first organization. That wasn't really their background. Now we're figuring out how do we be both? That's a pretty big challenge actually. Stephanie: Yeah. That sounds really difficult. What does the customer journey look like for Spiral or what did it look like compared to My Binding? Jeff: I guess the best way to think about it would be that in a B2B, B2C sort of Ecommerce experience, we were really building our business around a large number of transactions with a large number of customers, essentially small transactions to a large number of customers. On the more traditional B2B model, the traditional side of the Spiral business would have been around a small number of transactions to really big customers. Which is pretty typical when you look at this idea of traditional B2B and more like an Ecommerce B2B sort of experience. At least a B2B, to C sort of experience. Jeff: That was the really interesting thing is that we were dealing with customers from all over the country that in almost every industry that you can imagine, but most of them were rather small and we are filling specific needs for those customers. That was fine. On the spiral side you were looking and saying, hey, they had deep relationships. Relationships that went back decades, in many cases, with organizations where they were the supplier of choice. They had complex contracts and all those kinds of things. That was never really part of the Ecommerce world. Trying to figure out how do you merge those two together to get the best of both. It's not easy, but it's really fun actually. Stephanie: Yeah. I can imagine it takes a lot of training for their existing customers who are used to those contracts and used to things being done a certain way. How are you maybe going about training the customers who are used to doing things the old way to be like, Hey, we actually can do this online usually. Jeff: Slowly. Stephanie: Any lessons there that someone can take away if they're going through the same thing right now within their org? Jeff: You don't have to do it all at once. Our approach is really to allow customers to interact with us the way they want to interact with us by giving them better options. Really the priorities for this past year have been to try to integrate systems and then upgrade our footprint so that we can allow the company to put its best foot forward. Really starting with the E-comm side and getting everybody on the same platform and then tied into the same systems. Jeff: Now we're actually probably just a couple of months away from launching our brand new B2B E-com experience for the traditional spiral customers. Essentially we have been allowing them to continue to exist and deal with the company in the way that they used to while improving the experience and then bringing the platform up for the entire organization. One of the things about especially B2B commerce is that it gets really complicated as you tie in lots and lots of systems and a lot of interesting rules. Jeff: Customers want to deal with you in the way that they want to deal with you. What we've found is that we have to build specific experiences for our different customer types. That's the approach that we've been taking. I think that's a good approach from the standpoint of, you're not trying to force everybody into the same sort of experience because not everybody wants to deal with it in the same way. As a large organization that sort of deals with these sort of different challenges, we have to answer questions, like, do you display pricing on the front end of your website or is it a login only experience? Jeff: What pricing do you show people or what price pricing do people get and how do you control that and how do you manage that and how do you make sure that that experience is personalized for individuals? Then there's the age old question, which is really challenging in an organization that has multi channels and that is, how do you deal with the channel conflict? Whose customer is that? I guess it depends on who you would ask because everybody thinks that the customer is theirs. Yet ultimately the customer needs to deal with the organization in a way that the customer feels the most comfortable, not in the way that the organization feels most comfortable. Stephanie: Yeah. That makes sense. What kind of legacy or what things did the legacy customers get hung up on the most when you guys are making this transition and trying to show them that a new platform's coming? Is there similar themes of things that they're like, oh, I don't feel comfortable with that, or, I don't want to move because of this? Jeff: I think when it comes to customers, most customers want technology. I mean, they become comfortable. I think that they don't want to lose functionality. That's been probably one of the hardest things is that even if that functionality wasn't the best, they become comfortable with it and they don't really want to lose that. Yes they do want a best in class experience. One of the hard things that we all have to deal with in Ecommerce right now is that the bar has been raised. Jeff: There are people who want more and more features in terms of their online shopping experience. What you find is that you need to be able to roll these things out, but you need to make sure that it doesn't make things harder on those customers, especially long time corporate customers. They are really dependent on these things working smoothly and easily. That's actually one of the hardest challenges in this process has been, okay, well, we've done a lot of cool things for customers over the years. One off, you build a feature on the website just for that one customer. Jeff: Well, trying to then redo that and not lose a substantial amount of functionality for specific customers, especially large customers that you have these really deep relationships with, that's pretty tough. Stephanie: I was actually going to ask that next, when you mentioned that you were personalizing the experience for certain customers to make them feel more comfortable or hearing what they want and trying to incorporate that into the platform, how do you go about picking out what things you should maybe personalize or give to the customer without going down a worm hole of having a personal experience for every customer? Jeff: Ultimately, we're taking an approach of first saying, what's the best in class experience that we could build. What are the things that are going to be the best for all of the customers and then looking and saying, "Hey, can we in our roadmap put in the flexibility to accommodate for these many things that customers have asked for?" Jeff: How could we build this in such a way that we can add that on or this on? I'm not sure that we always nail it just from the standpoint of... It's pretty tough to keep everybody happy. But we're taking the approach of, hey, we can make it substantially better for everybody. It may not be perfect, but it should be a dramatic enough improvement that they'll recognize that we have their best interest in mind. Stephanie: It seems like some of those requests might also fit other customers as well or it might be something where they're like, oh, I actually wanted that and never thought to ask. It could be helpful when it comes to product development on your side, like technology development. Jeff: Yeah, totally. We had a really good team that we used to build out stuff and we're able to iterate fairly quickly. That's the good news because sometimes we miss something and so... But as long as you can respond fairly quickly to a customer's need, it gives you an opportunity to serve them better and to communicate. But the other really important part of this is really getting the account managers and your sales people involved in this process so you get some really good feedback because one of the challenges that we face at least is that sometimes as the E-com department and on the technology side, you don't always get raw feedback. Jeff: Maybe the stuff you're hearing is from the people who are yelling the loudest, not necessarily from the people who are trying to help you. You're not necessarily hearing about the features that are going to make the biggest difference for most number of users. Stephanie: That makes sense. With this whole re-platforming and new tech stack that you're going to be launching what pieces of tech are you most excited about showing to the customer or bringing online that maybe wasn't there before? Jeff: For us it's really about an enhanced user experience. We kind of been a little bit on the old school side on the traditional B2B piece of it. This gives us the ability to provide a really much better experience end to end in terms of transacting with us. Some of the things that we're aiming for, that are harder than I was thinking they would be, would be real time freight quoting. When you're a B2B company and you've got a distribution network across the country, and you're trying to figure out how much that pallet is going to cost to go to this customer. You think, hey that should be super easy. That's like in the Ecommerce world, until you start to realize, well, it's really important that you get that right. You have to first know where all that's going to ship from. Jeff: One of the biggest things is a really deep integration with our ERP so we can understand where the inventory resides and then how much it weighs and the sizes and all those kinds of things so that we can do that on the fly. Because right now we do an add back type thing. We'll tell you what the freight is later. Customers don't like that. Especially not in the Ecommerce world. Getting that upfront, same with sales tax calculation. Right now, a lot of that's done on the backend and people want to know upfront. That means building a system that has management for resale certificates and all of those pieces. Jeff: I need to understand where are you exempted, where you not exempted and what are you exempt from and all of those kinds of things so that I can quote you and tell you what the sales tax is going to be upfront before you place your order. That's another piece of it that we're excited about. Requisition list is another one where people will have their own custom price list in the system where they can quickly order. We're building a system where they can upload an Excel file with all of their items that they want so they can do quick ordering and quick reordering. Jeff: I guess those would be a few of the systems. Like a quote management system to allow people to request pricing on items and then for us to respond to them live and track that inside of our system is another one that we're building. Those are all areas where we're saying, hey, this could really enhance the user's journey and make it a lot easier for them to do business with us. Stephanie: That's great. Yeah that sounds like some great changes. Have you had any customers trying out the platform as beta testers and have you seen any difference when it comes to average order value or anything? Jeff: We're not quite there yet. We finished design and we're in the midst of development at the moment. I would say that that's going to be one of those steps prior to launch. Will be first to have sort of sales associates and account managers jump into the platform and test it for themselves and then to really get especially key customers in the system testing, and then also giving us feedback. What do they love? What did they not like and how can we make it better for them? That's on the roadmap before launch to be able to say, "Hey is this better for you?" It's funny because on a traditional B2C Ecommerce launch, you'd be focusing so much on the front end. Jeff: Like, the My Account pages are taking just as much time for this site because that's where our customers are living. They want to use the search, but they really want to use the my account pages. They know what they want, and they need to be able to quickly reorder it. They need to be able to see their orders. They need to be able to have the ability to upload those requisition lists. It's a little bit of a twist but getting them, especially into those my account pages so that they can spend some serious time understanding their accounts and telling us what they like or what they don't like is going to be really important for the launch process. Stephanie: Yeah. That's really interesting about focusing on my account page and how much time they're spending there. I'm sure that things like product suggestions or also bots might be very important on that page to help showcase items that maybe they wouldn't otherwise buy when they're just quickly uploading something or just reordering. Are you guys experimenting with some of the suggestion features? Jeff: Most definitely. Yeah. That's part of the vision is to try to figure out and say, okay, we have these deep relationships with customers and they buy specific sets of products. How can we expand to purchasing a product set? How do we get them and introduce them to complimentary products and show them the right pricing and the right place so that they can say, "Hey, I should totally add that on." That's something that I should consider. It's an interesting challenge for us because we have different personas or groups of people that we're dealing with. Jeff: On one hand we're dealing with dealers and they're really reselling product. You're trying to show them maybe categories of product, where do they need to expand because they're buying for specific purposes. Then you have end users and those end users you might want to show them a different size or a different color. We're experimenting with what the best algorithm is that we can use to show them the right products and then also in the right places too. Stephanie: That's great. What tests are you most excited about that you're pitching to everyone right now and some people maybe aren't sure about? Jeff: I'm actually most excited right now about the lead gen side of our business. Stephanie: Tell me more about that. Jeff: When you start to think about what the power of Ecommerce is for a B2B organization. Ecommerce can really become the engine that powers the acquisition efforts of a company. Especially because we can get in front of hundreds of thousands of customers a month, whereas the traditional B2B sales force might only touch hundreds of customers per month. Maybe thousands, but definitely not hundreds of thousands. Jeff: The idea of... What does it take for us to build a really cool robust system to not only bring these leads in but then to try to figure out how do I score these leads and then not only take them and turn them into an immediate sale, but to determine which ones of these really can be turned into those more traditional B2B accounts that we have these deep relationships with that are going to buy from us for years to come, many tens of thousands of dollars, right? Jeff: The really exciting part to me is looking at it and saying, okay we are on the Ecommerce side, on the B2B2C Ecommerce piece of it. We almost have too many leads. We get so much traffic that comes in. So then how do you figure out, take all those leads and build a really robust system where you can make sure that they're getting exactly what they need, and you're closing as many sales as you can, but then how do you figure out a way to pass those accounts up, the right accounts to the right people so that you can build them into a much larger long term sustainable program. Jeff: For us, that means building a really cool inbound sales team that makes sure that we take care of those leads and that we foster them and do all the things that we need to do, but then building an outbound sales team as well that's going to go in and then say, "Hey, let's take these leads and take them to the next level." Then also figuring out a system for passing accounts up and down inside of the organization. You really want to be able to pass a lead up or a customer up that has substantial potential to be either a national account or what we'll call an enterprise level account. Jeff: But you also want the reciprocity of getting those accounts back or the smaller accounts back from the team. I will say that no one wants to give up that account. That's a big challenge inside of an organization when you're trying to say, "Hey, I'll give you some, you give me some." The way usually ends up being is someone... Everyone wants to receive, no one wants to give. But the system only really works if you can give the best to the... But then also that you can receive quality back. For instance, handing back to the E-com team, only the accounts that don't do any business, isn't really a win. Jeff: You really want your enterprise salespeople focused on enterprise level accounts. We're having to sort of wrestle through what does that look like in terms of structure. I don't know that we really have it all figured out yet, but it's a cool idea. Stephanie: I'm guessing there's a way to automate that and create rules. So it, like you said, can go up or down depending on certain criteria from when they're coming in. How are you all thinking about automating that process? So it's maybe less of a salespeople having to give and take and whatnot, and more like, Oh, this is automatically routed to you based on these metrics. Jeff: That's exactly what we're doing. We're exploring machine learning and big data to try to figure out a really good way of scoring customers because using that scoring, you can figure out how to pass customers up. Then a set of rules as well that says if these customers aren't of a certain size or if they have this kind of profile, they really belong in this group. But it's an interesting challenge from trying to figure out where do you get all this data from, and then how do you process it? We're exploring different options right now in terms of what that might look like and how we can best approach that without spending a ton of money before we bet that it actually works. Stephanie: Yeah. That's really cool. So outside of the prospect giving that information, what kind of things are you looking into right now to find the information to help with that scoring process? Jeff: It's actually challenging. You have certain pieces of information that are given to you which you have usually a name and an address. Their email address usually has a domain associated with it, especially in B2B. So you can pull a lot of information from that and you can start to sort your domain, your customers by domain. But really we're looking and saying, okay, well we do know the purchase history. The idea then is, okay, if you were to sort all your customers out, you can sort them on a scale of, let's say a one, two, three. You can say my best customers spend the most money with me. My worst customers spend the least amount of money with me, but that really misses part of the point. Jeff: You almost need to add a second access to this, which is really about customer potential. When it comes to customer potential, we're looking at the idea of what would it take for us to add some big data to this? To understand the size of their company and the profile of the company that they come from, or the industry that they come from as well, because the industry can be really important to us. But then the other side of it is also looking at what they purchased. Like for instance, people who purchase specific equipment or supplies, they're going to have a much higher lifetime value with us because those are proprietary or have maybe a really good pull through rate. Jeff: For instance, it may not be that it's a proprietary supply, but when you buy that machine, you have to go through a lot of supplies to make it worthwhile. You look at the data and you say, okay, that customer has a huge amount of potential. Not because of the amount that they bought from us, but because of what they bought or who they are, the company that they work for or their position. We're looking at the possibility of maybe even extending that into some of the databases out there that help you understand whether people are in market and what their roles are as well. Jeff: Because when you're dealing with B2B, you're not really selling all the time to the company, you're selling to a person inside of the company and that person has a role. You have to figure out, okay, well what role do they play in this picture? That helps us to sort them into personas. If you're dealing with a really small number of accounts, you can figure this out, but we have to automate it because it's not really feasible to do that in a one off basis. Stephanie: Yeah, definitely seems like you're going to need a whole entire data or business operations team who can build those rules out for you and have dashboards. That seems like a big project, but well worth it. Earlier, you mentioned that you guys have more traffic than you know what to do with and lots of leads coming in. Of course my first question is how are you getting this traffic? How are you acquiring potential customers? Jeff: Sure. I mean... We're in a niche industry, right? So that's part of it. We've been around for a really long time. Because of that, at least... Spiral has been around 80 years, My Binding for almost 20 on the web. As you start to look at that, we created a massive amount of content. Thousands of videos and pages. We really have in a lot of ways, the best websites in our sort of space and industry. Because of that, people are finding us to solve problems. What you find is that we built out these websites and either through SEO or through paid search we're driving a ton of traffic to the websites because they convert and that makes a ton of sense. Jeff: We're essentially... We have all of this content and it's really designed around this idea of how do we solve these problems for customers? We can drive more and more of that content. The website deals with a certain number of those sort of leads and converts on its own. The challenge for us tends to be, what do you do with the people that are maybe a little higher in the funnel? You're now talking about making sure they have a really awesome call center that is going to be able to answer those questions. Live chat is really big. We've extended our live chat hours all the way to midnight which is unheard of in the B2B space. Jeff: I want somebody there to talk to somebody if they have questions about products. Especially really big products. We're experimenting with the idea of doing triggers for live chat. We did that and that was really successful for us. We turned on the trigger and said, with the idea of if I walk into a store, somebody says, "Hey, how can I help you?" We did that on the Ecommerce site and we had massive numbers of people that were engaging with us. But the surprise to us was that many of those people were actually much higher in the funnel than we were used to dealing with. Jeff: In other words, they were now engaging with us and they weren't ready to buy. They were in the research space and they had lots of questions. Which is really cool but it just changes the model a little bit and you all of a sudden have to figure out how do I step up for that? How do I make sure that I have the right person to answer those questions? That's part of it. Driving the leads really comes to how do you acquire traffic on scale? Really good high quality traffic for the site. Then the question is, well, what can you do with it? Driving the traffic is really exciting from a standpoint of it doesn't have to be done in one way but you have to be maybe a little bit creative to do it because you really are trying to get in front of people that have problems rather than... Jeff: At least in our space, you don't come to a binding website unless you have a problem that the binding website can solve. It's not exactly an impulse purchase. You're going to show up and you're not going to just browse around. I wonder what kind of binding machines they carry. You probably are on a mission to solve some sort of problem. Right. Whether that's like your bosses told you that you need to buy a binding machine or you need to upgrade the way that your reports or presentations are going to look, or you have a deadline of Friday and you need to get these reports out for the annual meeting. Jeff: These are all sort of really common sort of scenarios and so then the question is, will this product work for my specific needs? That's a question that our customers are constantly asking. Building to that has been a really great sort of acquisition model for us to build around the idea that every customer that comes to us comes to us with a problem that we can solve for them, and then figuring out how do you work backwards to that? What problems could we solve? Then as you start to get creative with that and build massive amounts of content, that content lives out there forever. That's been really a big part of our success, is really the longevity but also the content generation sort of machine that we've built over the years. Stephanie: How has your content... What is the style now today? Is it only educational? Is it humorous and how has it evolved over time? Jeff: We've tried a lot of things over the years. We've tried to be funny. I think we think we're funny sometimes. We've tried a bunch of different things. We've tried to be really educational. It was really hard to figure out the ROI of that. What we've really... If you were to look at our content, we do a lot of content that is really close to the bottom of the funnel, but that would be really helpful. We go with that sort of helpful thing as well as deep. So the idea of building out a really robust and large set of content over the years about products. Jeff: We spend a lot of time making sure that we have all of the details about the product, even to the point where our competitors come to our sites to look up products because they don't have as good of information as we do. That's one piece of the content side of things for us. We have a lot of how to videos. We did a bunch of experimenting around the videos. We found that the videos that people really cared about would basically answer a couple of quick questions. But mostly it was, will this product work for me? How does this thing work? Jeff: We made a whole series of those videos, almost five thousand of them that are really around the idea of how does this product work and a quick demonstration essentially. Usually around a minute long that takes the product out of the box, show someone how to use it. Those really work well for us because they show a customer generally what are they looking for. A lot of customers they want to see what it looks like or they have a machine already and they want to say, "Is that's the thing that works with my machine.? They don't understand our language. Those videos have worked really well for us as well. Stephanie: That's great. Are there any surprising pieces of content that you didn't think would work that did, or surprising sources of customer acquisition that you wouldn't have looked into before? Jeff: We've had a few blog articles that have found traction in the world and the web that I wasn't really anticipating. We've written a lot of content over the years. Most of the blog articles get a little bit of traffic. They're like evergreen content, little bit of traffic over a long period of time. But occasionally we'll end up with one like... Something about how to laminate without a laminator. Stephanie: That's a good one. Jeff: Amazingly, there's a lot of people that look up that and I was shocked. It consistently drives more traffic than almost any other blog article for us. Which is odd. I'm not sure it drives a ton of business because they don't want to buy a laminator, but if you think about it, there's a whole segment of people that have maybe problems that we don't traditionally associate with our business. That would be one thing and then the other piece would be the language piece. Jeff: It's always surprising when I discover that the language that we use internally for our business doesn't match the language of the customer. An example would be we talk about binding covers all the time because we're in the world of binding. A lot of people they just talk about card stock. In the paper world, the card stock doesn't even exist. It's not a thing. People will talk about it. It's cover weight paper. Index weight paper. Card stock is like this sort of crafting term. Yet it's sort of taken on a vocabulary of its own in the world. Jeff: When people search for binding covers, often they'll use that word. That's always surprising to me as well. There's a whole list of those things where people basically they choose to use their own words to describe things. Now you're trying to figure out how do I technically be accurate about this product but really use their language? Because if you don't use their language, then you're not going to show up in search for this stuff and they're not going to feel comfortable with it. Stephanie: That's a really good reminder, especially with generational shifts that the new consumer might be using completely different language than what you're used to. How are you exploring what that language might be? I mean, especially a company that has been around since the thirties, how are they figuring out, oh, this is what they call it now, this is what the kids are saying these days? Jeff: Probably the easiest thing for us is to look through our search results and especially the no results found once because often it's those things. When people are typing in stuff in the search bar and nothing's popping up. You look at that and you're like oh... A smart merchandiser, someone who understands your products really well, they start to make those connections and they're like, oh, wait a second. That's what they mean. Obviously a lot of that like spelling mistakes and things like that. You can fix those in your search engine but when you start to look at it, you start to see sometimes patterns. That's one of the easiest ones. Jeff: The other two that are really helpful for us would be Google autosuggest. Just start typing things in Google and then figure out what Google thinks that you should add to the end of it. All of a sudden you realize, okay, maybe people are searching for maybe a slightly different side of things than we thought they were. Then the other one would be Amazon. Amazon, their product terms are awful. Yet they sell so much. Why? Because they tie into language. They have usually products that have all these different words in the titles that you would never imagine. Jeff: As you start to look at products that are really successful on the marketplaces, you can start to realize, okay, well maybe they're onto something there. They've managed to call out even the most important attributes of that product in a very search centric sort of model or they have really been able to hone in on maybe key words that we weren't thinking of when we've been building this out. Especially because often you start with whatever... A point of reference would be the manufacturer's title. It becomes quite difficult sometimes to sort of detach from that, but Amazon detaches automatically because they let people come up with their own titles for stuff. Jeff: Usually it's the sort of ecosystem that will change the title to try to optimize. Sometimes when you find really successful products that you're realizing, Oh, maybe people do care about that. Stephanie: I love that. That's really good tips to remember about, finding those keywords and how to discover them because yeah, I think even longterm key words would probably be really good for your industry. I'm thinking, how would I Google something like that? I would probably be like how to create a hard cover book for my presentation or something really long winded like that. It's a really good reminder about the keywords importance. Jeff: Then obviously you have your paid search stuff too. You can look and see in your paid search accounts, you can say, okay, what keywords are actually driving? If it was a broad or a modified broad match keyword, you're going to start to dig in and you can say, oh, it actually matched on this keyword and it drove a sale. Again, driving back and saying, okay, what am I driving sales on? It tends to be a really good place to start discovery as well. The only thing, the problem with that is that you might be so far off that you're missing the boat completely. That's where it takes a really good merchandisers to sort of nail that stuff down. Stephanie: I also think it was interesting earlier when you were talking about how to laminate without a laminator and thinking about selling something through saying, oh yeah, you don't need to buy through us. Here's how you do it because I'm sure a lot of people, like you said, are searching for stuff like that or how to fax without a fax machine. I know I've searched that quite a bit, but making fun of it and you might actually be able to convert someone who's like, Oh, I actually just do need a laminator to do this, but having a humorous video around that. Jeff: Yeah. As well as maybe they decide that they want to buy some cold laminating pouches. The idea is, if you can be really helpful in the long term, going back to that idea of video. We've done a lot of videos over the years. We understand that many, many, many times people use our videos post-purchase not pre-purchase. People are going to the video to figure out how does this thing that I already bought work. Well, that doesn't really help us but it does help us in the long term. Jeff: As you look at it and say, it's not going to win us the sale today, but it will win us brand awareness. It does potentially when you do supply sales. Because we're a very supply driven sort of space. If you think about it, if you buy a binding machine, you got to buy some supplies for it. Longterm, we want to have an awareness and be in front of customers so they understand who we are when it comes time to buy the supplies that they need. Stephanie: Just like you said, it's really important to continue to stay in front of that customer so they come to you to buy supplies and remember you guys. How do you go about doing that and keeping a customer retained? Because it seems like it would be easier with these legacy customers who are maybe in these year or three year long contracts. Now when you're moving towards Ecommerce and they can hop around really quickly, it seems like you wouldn't be able to retain customers as easily. So how do you go about staying in front of them? Jeff: I mean, there's a lot to that, the question. To give you maybe a general overview of our thoughts is a big part of our business and something that's really important to us. Especially on the E-com side of things, it really starts with delivering a really awesome experience upfront. So you need to be able to help them find what they need and then deliver it to them in a really reasonable timeframe or meet their deadline. All that kind of stuff. To have the product in stock and all of those kinds of pieces. That's actually harder said than done when you deal with a really large niche category. Jeff: That's the beginning piece of it. Once you've given them that positive experience, or if they've had a negative experience, you use your customer service to basically earn a customer for life. That's actually the motto of our customer service group. Earn a customer for life. As you look at this idea, you say, okay, well, we now have a shot at their business longterm. Now the challenge for us is, okay, what's the best way to reach them? The easiest way is email. We have a ton of automation in our emails. We send emails based upon what you've purchased with replenishment. We send life cycle campaigns based upon... Welcome to the store anniversaries campaigns, and then also best customer campaigns, win back campaigns and reactivation campaigns. Jeff: We have all these automations that go out. They're really helpful. We also have sales that go out on a weekly basis that keep people engaged and keep things front of mind for them. You combine all of that on the email side, but then you recognize that that maybe only gets you half the customers. The question becomes... Because there's a bunch that are opted out in the B2B space, it's really hard on deliverability to get into the inbox. More and more people are using advanced filtering programs to prevent spam from getting through to their employees. Jeff: As you look at that, you say, okay, well, email only takes you so far. So then what do you do? The real question is, back to that conversation we had earlier about lead scoring, how do you determine your best customers or your best potential customers and make sure that you get somebody to call them? To send them a personal email which are easier to get into their inbox or to find another way of touching them. For us right now, the two other ways of touching them that we're sort of exploring, one would be SMS and then another would be direct mail. We're kind of in the process of exploring a test on SMS. Jeff: I'm not too sure how we feel about it, honestly. We have to figure out how our customers feel about it, just from the standpoint of as you look at customers giving their personal cell phones for business purchases and getting text messages. But you think about it, that's a great way to get in front of people and stay in front of them as long as you're going to be super, highly relevant. Then the other piece of it that we do a little bit of would be on that retargeting side of things. If you don't know who that customer is exactly, or don't have their ability to email them, you can at least sort of [inaudible] do it, make sure you're sending or placing ads more frequently into their feeds on different platforms through retargeting. Stephanie: That makes sense. It seems from, especially in SMS perspective, it seems like the only angle you can go about is being helpful. Like oh, you probably are running out of supplies, order now. I don't know, you can get a discount or something. It seems like there's not too many ways for B2B companies to use texting without the customer being like, "Oh, I don't want to be thinking about work right now." Unless it's a trigger for them to be like, "Oh, I need to reorder this or else we're not going to have it on the day." Is that true or are you seeing other avenues? Jeff: Well, the first step would be to be helpful with order cycle. For instance, think about what Amazon has done with allowing you to get a text when the item is delivered. Which is a big problem for a bunch of our customers, especially in pandemic, but even outside of that. It might be delivered to a central desk or to the shipping and receiving area of their company like an alert. Alerts are a pretty good option for us to sort of get our toe in the water a little bit and to stay active. Then yes, something that's personalized. Jeff: Then also, what we're struggling with is what is the best time of day to do this? Probably don't want to send it to them in the middle of their evening. They're disconnected from work, but you also need to make sure that... It's got to be time adjusted for the time that they're in and they also really needs to be followed in their workday probably. Those are some of the things that we're sort of figuring out and testing right now and saying how is this going? Then what's also the most appropriate way to collect where people don't sort of get freaked out. Because it's one of those things, do you want to get text messages from your binding company? I don't know. You got to ask it in an appropriate way. Stephanie: Yeah. That's a really good reminder. All right. We have a couple minutes left and I want to jump into a quick lightning round brought to you by Salesforce Commerce Cloud. This is where I'm going to ask you a question and you have a minute or less to answer. Jeff, are you ready? Jeff: Okay. I'm ready. Stephanie: I'm going to start with the hard one first for you because I feel like you're in a game right now. I got to keep it going. What one thing will have the biggest impact on Ecommerce in the next year? Jeff: Well, I think obviously it's COVID. It's pushing people online in completely new ways. It's shifting customer expectations around a whole bunch of different things. It's ruined the Amazon two day expectation, which I don't mind, but it's also shifted the way that people shop, where they're shopping, how they're shopping, and even their mentality. I don't know that we even really totally understand how it's affected everybody yet because everybody's still sort of in this scrambling mode. But ultimately I think as this shakes out, it's going to change the landscape of how we market, but it's also going to change the landscape of how our customers interact with us. Stephanie: I like that. What one piece of advice would you give a new Ecommerce entrepreneur? Jeff: I would probably say stick with solving the customer's problems. I know that tends to be a B2B thing, but it's not really a B2B thing. If you think about it, I need the right sweater for me. Really be customer centric. That becomes really cliche and that's why I go to the idea of solving a problem. You got to think about what sort of value proposition are you offering to this customer that's unique, that is going to allow them to accomplish something that they wanted to accomplish when they came to your site. Jeff: I think by focusing and being really focused on the customer problem, I think you can build out really awesome experiences, and then that deep understanding of your customer will take you really far. Stephanie: That's a good one. What is your favorite day in the office? I'm trying to imagine what a binding company feels like. What's your favorite day in the office feel like? Jeff: I mean, most of my days are pretty full of meetings. A day without meetings would be an awesome day in the office. Stephanie: That's a lot of people. Jeff: I think so. In the world of the binding company, a day in the office doesn't look all that much different than a day in a normal office. It might be a little bit like an episode of the office. Stephanie: That's what I had in my mind honestly. Jeff: Yeah. It's like paper company. There is a little bit of aspects of that, but I mean, we're just like any other company. We're a retailer, we're a distributor. We deal with customers all day long. I would say the other thing, the best day in the office is the day that you have customers that love you and that are just heaping praises, especially on the customer service people and your salespeople. When you have customers who are just singing your praises, those are great days. Stephanie: Yep. That's awesome. I'm glad you mentioned the office and I didn't have to. If you were to have a podcast, what would it be about and who would your first guest be? Jeff: That's a tough one. If I were to have a podcast. I am super passionate about entrepreneurship. I'd probably do an entrepreneurship sort of a podcast about starting a business, growing a business, and the creativity that goes around that. If I could get anybody on the show, I would probably pick an entrepreneur. Maybe I pick the person from lemonade stand or one of those organizations that's really making a big impact on starting up entrepreneurs with kids. That's something that I really love. Stephanie: Yep. I like that. Brings back the memories of my parents make me [inaudible] my neighbor's yard for 25 cents which is well below market. Jeff: I think you could make at least 50 cents for that now. Stephanie: I think so too. All right Jeff, this was very interesting, such a good conversation. So many good tid bits that people can actually use from this interview. Where can people find out more about you and Spiral? Jeff: Sure. You can definitely visit one of our websites. We've got SpiralBinding.com. We have MyBinding.com and Binding101.com. You can find me on LinkedIn as well. Shoot me a message and ask me to connect and I'd love to meet you. Stephanie: Awesome. Thanks so much for joining Jeff. Jeff: You're welcome. Thank you.

In this episode, Gina Cocking and Jeff Guylay continue their conversations around deal structure.  Today we explore earn outs, a form of contingent consideration in which the buyer and seller share both the risk and upside/reward based on the future performance of the business. Other episodes in our series about deal structure include price and terms, roll over equity, R&W insurance, and roll ups. Earn outs have been used in about 20% to 25% of middle-market M&A deals in the last few years, and the use of this financial tool is expected to increase during and after the COVID-19 crisis. The episode features guest Mark Kopidlansky of Munsch Hardt. Mark shares an attorney's perspective on earn outs and what tactics work best for buyers and sellers. In this episode, Colonnade Advisors addresses the following questions as related to earn outs: What is an earn out? (00:49) Jeff: “Contingent consideration - that's the simplest way to think about it." Why are earn outs put in place? (01:37) Jeff: "It's a risk-sharing mechanism. They shift risk back to the seller. Earn outs can be an important part of getting transactions done." What metrics are used in earn outs? (02:28) Gina: "In my experience, the buyer always starts at the bottom of the income statement, EBITDA or net income. The seller prefers a metric at the top line level, like revenue or units sold. We end up with a disconnect, and that's where negotiations come in to determine the best metric to use." Are earn outs standard in middle market M&A transactions? (03:46) Jeff: "In a perfect world, we agree on a price, and the buyer pays in cash in full at closing. No hold back, no escrow, no earn out; but that's not the way that a lot of our deals happen in the middle-market. Earn outs are frequently used (and becoming increasingly so) in middle-market transactions.” Is it possible to structure the earn out with multiple metrics? (06:29) Jeff: "You could key the earn out to a top-line metric, and then gate the earn out provided that earnings don't fall a certain level.” Who should have control of the company during the earn out period? (06:51) Jeff: "In nearly all earn out situations, the seller is still in control of the business.” Are there instances where a seller would want a longer-term earn out period? (08:25) Jeff: "Some clients want a really long earn out because they think that there's a big pathway ahead. And they think there's a huge opportunity.”  What percentage of deals have earn outs historically? (12:37) Gina: "15 to 25% of deals have earn outs as a component." How will the COVID-19 pandemic impact earn outs used in future transactions? (12:37) Gina: “My guess is that earn outs will be a tool that is deployed more consistently across deals because there is so much unknown (both downside and upside)." What happens when earn out discussions come up towards the end of a transaction? (13:33) Jeff: "When an earn out concept comes up late in the game, it's really a question of whether both parties want to get the deal done?" If the earn out equals one-times earnings in year one post-transaction, wouldn't the seller just keep holding the company and pay themselves that earn out? (15:38) Gina: "That gets back to the conversation around the seller's objectives. [Remember you may have already pocketed 7-8x earnings upfront.]”  What percentage of the total transaction is typically structured through an earn out? (16:59) Jeff: "In general, an earn out is a small percentage of the total transaction. It's often 20 or maybe up to 30% of the purchase price. 25% on average." Can earn outs go towards other holdbacks? (17:26) Jeff: "Oftentimes the earn out will mitigate or minimize any escrow or hold back." What is the sell-side advisor's role in reviewing the buyers' bids? Jeff: "As advisors, we draw on our experience in looking at term sheets and work with our seller clients to think four steps ahead, like in a chess game. Thinking through what the likely outcomes will be based on experience with working with particular buyers or just on transactions in general.” Gina invites Mark Kopidlansky, from Munsch Hardt, to share an attorney's perspective on earn outs and what tactics work best for buyers and sellers. What suggestions do you have from a legal perspective around structuring earn outs? (22:13) As a seller: Negotiate some sort of release from restrictive covenants Pursue a consent to jurisdiction provision in your hometown Know that if you continue in a management role, and something goes wrong, a buyer is a lot more likely to negotiate with you to keep you happy  Include in your employment agreement a clause that says you can quit for good reason if you are not paid under the purchase agreement/earn out  Seek out a clause so that, if you quit for good reason, you are released from any non-compete agreement Featured guest bio and contact information: Mark Kopidlansky Email: mkopidlansky@munsch.com   Bio: Mark Kopidlansky has extensive experience assisting principals and other participants in a variety of sophisticated corporate, securities and business transactions, including mergers, acquisitions and dispositions involving privately-held and publicly-traded companies, with a focus on high-end, middle market clients and transactions.   His representation of middle market clients consists of counseling clients in general corporate and commercial matters including with respect to joint venture and partnership agreements, shareholder agreements, buy-sell agreements, executive and employee stock option plans and compensation packages, consulting agreements, severance agreements, distribution agreements, covenants not to compete and confidentiality agreements, and license agreements.   Mark also has significant experience in capital market and capital raising transactions, including representing issuers in public and private equity and debt financing and refinancing transactions (including initial public offerings and other registered offerings, private placements and venture capital financings). His experience includes counseling clients with respect to corporate governance, disclosure and other securities law compliance matters (including compliance with SEC reporting and disclosure requirements).   Some of his most notable experience includes serving as lead counsel on two award-winning transactions - the D CEO and Association for Corporate Growth 2016 "Midsize Deal of the Year" ($25 MM to $149 MM) and the M&A Advisor's 2015 "Energy Deal of the Year" (up to $100 MM). *** For more information on earn outs, read Colonnade's blog post, Earn Outs in M&A Transactions: https://coladv.com/earn-outs-in-ma-transactions/ To learn more about Colonnade Advisors, go to https://coladv.com/ Follow us on LinkedIn, https://www.linkedin.com/company/colonnade-advisors-llc_2

In the global pandemic, and everything else going on in the world today, there is every reason to be unhappy. Who decided that we grownups have to act our age and put playtime behind us? There are many benefits of playing like a kid, even through hard times--maybe especially in difficult times. So, when is the last time you played like a kid? Jeff Harry shows individuals and companies how to tap into their true selves to feel their happiest and most fulfilled--all by playing. Jeff has worked with Google, Microsoft, Southwest Airlines, Adobe, the NFL, Amazon, and Facebook, helping their staff infuse more play into the day-to-day. Show Highlights: How Jeff is intensely passionate about utilizing play to help people figure out who they are and how happy and joyful they were as kids How Jeff brings his passion to everything he does and loves to “nerd out” about any topic--along with his “fancy” bowtie that says he’s just there to have fun How Jeff didn’t always fit into his father’s box of “a time and a place for everything” Cultural factors that affected Jeff growing up as the child of first-generation immigrants include how he had to learn not to take things seriously and make play his armor How adults try to follow the correct way of living that ends up not being correct for them Why Jeff never felt like being “more” was a bad thing, and he actually regrets not being enough of himself because of fear and playing it safe How we allow our inner critic to control us and why we need to address it head-on How the flaws in our educational system tamp down and destroy genius in the classroom How Jeff uses play as a superpower to attack evil, disconnection, and shame How Jeff had to go through his own bullshit and identify his limiting beliefs Why Jeff doesn’t take things too seriously, practices being present in the moment, and uses his “play” lens to figure things out How Jeff helps others “come alive” and take a leap of faith and curiosity to reconnect with their “kidself” Final words from Jeff: “You’re alive for a reason. You have a variety of superpowers, and when you liberate yourself, you help others liberate themselves.” Resources: Rediscover Your Play Find JeffHarryPlays on Instagram, TikTok, and Twitter The Power Manual by Cyndi Suarez  

Jeff:Welcome to the VIP Home podcast where we talk about all things homeowners need to know. Today we're speaking with Pete and Megan from Powerhouse, which is a TV show produced with Alliant Energy. Welcome to you both.Caroline:Tell us a little bit about Powerhouse and how it started back in 1996. How did you guys get started?Pete:Well, thank you, Caroline and Jeff. It's great for Megan and myself to be with you guys today to talk about this. We're going to be coming up on 25 years for Powerhouse and Alliant Energy started this back in 1996, because it wanted really to educate its utility customers about the importance of energy conservation and safety, but also to help us save energy dollars. They started the Powerhouse program looking at energy efficiency. It's a 30 minute program that airs in six markets across the Alliant Energy service territory in the upper Midwest on Saturdays and Sundays. Megan and I are very fortunate to be hosting it for the past 24 years.Megan:I have a theater background. Pete is in broadcasting, so we kind of have different background experiences. The cool thing is, is that Pete and I have known each other almost all our lives. We grew up across the street from each other.Caroline:Wow. That is so awesome. No wonder why you guys work so well together.Pete:The number one question we get asked, because again, we know each other so well and play off of each other. They do think we're married. We're married, but not to each other. We're learning and that's the great thing about Powerhouse is that we're sharing the insight that we see in terms of helping customers be comfortable in their homes, be knowledgeable and save dollars and save energy and be more efficient when it comes to energy in the home.Megan:The interesting angle that Alliant has chosen to take it is that Pete and I are kind of speaking for the consumer. We're speaking for the customer. We ask the questions that our audience would want to hear. We don't present as though we know everything. We've learned a lot over the years through this process.Caroline:At VIP HomeLink, our goal is to make the homeowner's lives easier. Although we're homeowners, we don't know everything. That's why [inaudible 00:02:05] wonderful guests like yourselves is so wonderful for us and our bran and to just share knowledge of home ownership with everyone. We like to look into homeowner horror stories, sort of those stories that no one really wants to talk about, but maybe a few years down the road, you get a good laugh out of it or you're frightened to even think of that it might happen again. Do you guys have a story like that, that you could share with us?Pete:One of our first years here at the house that I live in, one of our segments was blowing in insulation up in the attic. Oftentimes, Megan and I, we have the do it yourself projects, and I was helping with our expert to blow in insulation up in my attic. I'm maybe not the most agile or gifted in terms of home projects and I stepped off one of the joists in the attic and put my foot through the ceiling in my house as I was blowing in insulation. I did get the insulation and my attic is much better insulated, but I had to repair the ceiling in one of the bedrooms because I was a goof and slipped off the joists and put my foot through the ceiling.Jeff:You pulled the Chevy Chase from Christmas vacation where he's up there [crosstalk 00:03:10] himself and he just....Pete:Absolutely. Yeah. I did that. That's a bit of my own horror story that I did on one of our shoots.Megan:The crew and I have gotten a lot of mileage out of that through the years. There's a, sometimes they put together a blooper reel and that's kind of fun. Maybe this is just a horror story to me, but they were trying to kind of figure out what the show was going to be and looking back, Pete and I did some things that I can't believe we did. Pete was in the shower for one episode. I was in a hot tub in a bathing suit for one episode.Jeff:Got to get those ratings. I mean, it's [crosstalk 00:03:50].Megan:Oh my gosh. To me, that's a horror story. Then there was another shoot that I remember where they shipped us off to Wisconsin for a catalog shoot. We had all these products that were for sale in helping you be more energy efficient. One section was all about grilling. Well, they do these things so far in advance. I think it was February in Wisconsin and Pete and I are wearing shorts and T-shirts and trying not to breathe so you couldn't see our breath. We were freezing. That was a horror story too.Caroline:I used to intern at a magazine. We did the reverse as well so we were doing Christmas in July and everyone was in [inaudible 00:04:30]. I remember all the models being like, "This is horrible." That is a horror story in my opinion because I [inaudible 00:04:37] serve chilli. No. No. Too much.Jeff:I actually do have a horror story. We bought a condo in Hoboken, fourth floor walkup. I decided, hey, I'm just going to replace the switch. How hard can that be? I watched YouTube videos. I thought I can do this. How hard can electrical work be really watch the video. I did it. I brought my wife in for the big reveal and I turned it on and then you just see like go up the wall and just like burn all the way up. I was like, "Oh my God." Yeah. From that point on, I was not allowed to do any DIY, especially electrical work. We had to do another chandelier in the dining room. I got my very smart, downstairs neighbor who had an engineering degree. He came in and he wired it all. I was just like, "Oh God." Horror stories abound when it comes to electrical work, I can only imagine.Caroline:I feel like that was such a good segue to start talking about how somebody could start their home energy efficiency journey.Pete:We talk about insulation and over the many years of Powerhouse, doing a home energy assessment, we've had professionals that come in and do it. You can also go around your own house and do an assessment. The whole thing about is, is keeping in the wintertime, keeping the warm air in your house and in the summertime, keeping the cool air in your house. Again, not allowing vice versa. Insulation is certainly a great place to start. Attic insulation is a great way to check and make sure you do have enough insulation above you because the warm air rises. If you don't have enough insulation in your attic, that's the first place. We always say, when you do that assessment, start there. Then your walls, making sure that you have enough insulation in the walls, which may be a little bit more difficult.Pete:Again, on Powerhouse, we have a the do it yourself projects, but we also, we'll bring in the experts and the true professionals. We are not the experts. We're sharing the insight and the knowledge. That's the fun part for us. I've learned so much about taking care of our home, being comfortable, energy efficiency. It's the insulation in the walls, making sure that you have enough there even around gaskets, your plugins, making sure that those, it really starts with the insulation in your attic, your walls and in the floors.Jeff:Installation, that sounds like a professional job. What about DIY? Are there simpler things that I can do that are just easy? I run to the hardware store and do myself.Pete:Yeah. You can spend maybe 50 to 75 to a hundred dollars caulking, weatherstripping, going around and checking windows because windows obviously are the biggest source where if you've got gaps in the framing, get a caulking tube and a caulking gun and seal around the windows, weather stripping on the floors. During the wintertime, keep the warm air in from getting outside. Those are very easy things that you can do yourself. We talk about that on Powerhouse. It seems like that's one of those shows every year that we get into, as we get into the winter season.Megan:Led light bulbs. That's newer technology, and those can make such a difference. We always encourage homeowners. It's a little bit more of an investment, but it really pays itself off. What you want to do is you want to take those few lights that you use most frequently, or that are hard to reach, those pain in the neck lights and replace those because they do last much, much longer.Jeff:The technology has gotten a lot better over the past decade I'd say. The one thing about led lights in the beginning was just the look of them. They had this like hospital quality to them, very I'm in an office and it starts flicking of that florescent. Nowadays, I mean, I replaced a lot of our lights, not all of them, but a lot of them with the Phillips hue so it's all smart connected. You can adjust the very, my wife has a very specific setting that she likes the kitchen on and it's called Mrs. White or whatever. It's very customizable and the quality of the light I feel has just completely changed over the years.Pete:The LEDs, the upfront costs are much more than the old incandescent bulbs, but LEDs and the thing that we, Megan and I, have stress on Powerhouse is again, how much longer they last in terms of years for a bulb. We often talk about putting LED bulbs, just start replacing the ones that you have to replace more often that are easy access. As you said, the design has gotten much more friendlier. The lighting's much better. LED bulbs, 95% of the energy goes into the lighting with LED bulbs, which is certainly much different than the old incandescent. Only 5% of a LED is going to energy usage. That's the big thing. It's longer lasting and much, much more energy efficient with LED bulbs.Jeff:We moved into the house and we had all ... all the ceilings were kind of the cheaper ... I don't know if they were LEDs, but they were a certain type of white that, like I said, it was like a hospital flicking on all the lights. I don't know if I'm light sensitive, but it was just like, they had to go. We put them all in a box and gave it back to the builder who redid the house and then made the investment in the smart LED bulbs. Because not only is it customizable, but you can put them on timers, you can reduce your energy consumption that way and make sure at the end of the day, they turn off all the lights and all the lights are off. You don't leave the one in the basement on by accident. I thought that was a really a plus, but downside, they are expensive.Caroline:Do lights on dimmers count, like if you dim your light, does that count as energy efficient? I mean, my fiance definitely has some bulbs that are the LED, but not all, but we have every one on a dimmer.Megan:My guess would be that it would be using less energy.Pete:I would think. The one thing that you do have to make sure that when you buy LEDs, that they do allow for dimming. I mean, you go to your hardware store, you do have to make sure that they are built for dimmers.Caroline:Can we touch a little bit on appliances and energy efficient appliances and how that affects your overall efficiency?Megan:When it comes to your appliances, there are a handful that you really need to maintain well and use appropriately because they use the bulk of your energy. That would be your refrigerator, your dishwasher, and your washer and dryer. Of course, maintenance is important on all three of those things. With your refrigerator, you want to keep the temperature at 40 degrees and the freezer at zero, that's going to be an energy efficient path and still get the job done. Also, I'm going to sound like your mother for a second, but you don't want to leave the doors open. Know what you want out of the refrigerator before you go in there. It takes a lot more energy then to re cool the unit if you stand there with the doors open. Don't forget about the vent and the coils down below the refrigerator. Every year, check that out and clean that out with your vacuum cleaner.Megan:Or if you have a pet, you'll want to do it more than once a year. Check that because that keeps the flow running efficiently. You also don't want to overcrowd your refrigerator. They're designed to basically be full, not jam packed because then the circulation doesn't work. When it comes to the dishwasher, there are a couple of things you can do. You can use the eco settings that are built right into the dishwashers that we buy today and only run it when it's full. Some people are in the habit of doing it every night, whether there are four cups in there or it's loaded and do wait until it's full because you're going to use not only less energy, but you're going to use less water. Another tip is to put it on the air-dry setting. That's going to save you energy too and rinse your dishes off.Megan:Even though the new dishwashers can sense how dirty your dishes are, but do yourself a favor and rinse them off because you're going to get a cleaner wash and it's going to require less energy to do that. To the point that I made about the dishwasher, you also want to take into account when it comes to your washer and dryer. Do full loads. Doing a couple shirts at a time is not going to save you any energy at all. Wait until you have an appropriate load and also use cold water. It'll get your clothes just as clean. Make sure that you clean out not only your lint catch, but also your dryer vent too. That can cause big problems. If you have anyone who is ill in your house, of course, you want to make sure that you put it on this sterilize setting.Pete:In normal times, we talk about washing with cold water, but if you do know that you've got some sick people in your home, in that instance, we do recommend washing with hot water during that time. Megan mentioned cleaning that lint filter in your dryer, but also the duct coming out of it. One of our viewers reached out to us after one of the shows we did and said that he got out his vac and cleaned up the vent coming out of his dryer. It was like a new dryer he said, because it actually dried the clothes much more efficiently. One of the common things that we talk about with your furnaces is changing that filter vent once a month. Most people don't. It's about making sure your furnace is running efficiently and if you've got a dirty filter, it's not going to run efficiently and you're going to use more energy and you're going to use more dollars to run that furnace.Pete:That's one of those things that I always stress. Keep track on your phone, hey it's time the first of the month to change my furnace filter. The other thing that we also recommend is having a service plan. Have your heating and cooling system checked once a year. That's a well worth it 50 to a hundred dollars service call, but to make sure that your furnace, that your air conditioner is running efficiently, again, we'll save over the years, save energy dollars for you and your home.Jeff:It's interesting you say that. VIP HomeLink is an app, and it's basically for people who they have a home, they want to stay on top of these things, but we all know it's easier said than done. You say, "Oh, I'm going to do this." Then life gets in the way. The app is there to actually send you reminders. You put the information in on exactly what your HVAC system is. You can log in your what filter you need, and it'll send you notifications every time you need to change the filter, every time you need it serviced. It'll actually keep you on point there, because like I said, it's one thing to say, "I'm going to do this." It's another thing to actually do it.Megan:A lot of times we tell our viewers, mark a day or think of a day on your calendar and do that monthly. Now, your app sounds luxurious, and I'll certainly look into that, but in a simple way, if you just think the first of the month, I'm going to check my filter.Pete:Probably the one thing that we've done over the years on Powerhouse is if people haven't, it's a programmable thermostat. I know on some of your other podcasts, you've had a smart home, the programmable thermostat. Maybe it's a Nest that you can control off your phone, which is so nice that you can set back at night, turn down that thermostat and save, turn it down 10 degrees. Over a year time and 10 hours, I think you can save something like 10% on your heating bill. There's really savings and again, that's what, here on Powerhouse, we're about. Saving energy, but also helping our customers and our consumers save energy dollars. Megan and I have put in more programmable thermostats over the years. That's another small investment. They can be as simple as maybe a 25 to a $50 investment. Again, you can go up and get Nest and have everything programmed off your iPhone, which is wonderful. That's significant savings in energy and energy dollars.Caroline:I know Ruth is a very smart home tech kind of guy.Jeff:I like the gadgets. When we moved in, that was the first thing I did was let's get the Nest thermostats. Let's get all the security stuff. Let's get all hooked up and you put eco mode on. It kind of just keeps it at a comfortable ... It's not blowing air on you, but Nest will remind me even when to change my HVAC filter, which I didn't know when I bought it. I mean, it's an amazing device.Pete:It really is. Again, I think that's one of the other things here on Powerhouse that Megan and I are very fortunate is to learn about the new technology all around our house. We've done shows on things in terms of reminders with a smart home, to change the filter, to setback your water heater. Some people might be away for a while and they can set back that. It is amazing the technology, the changes that we've seen over the past 24 years of Powerhouse. It all comes back again to helping that homeowner be more comfortable saving energy and saving energy dollars.Megan:Right now it's, we're approaching summer and here in the Midwest, it's really, really hot. That's another thing. If you can program that with your phone, program your air conditioning. You don't have to have it run all day with a programmable thermostat. You can set that to kick in before you get home from work, before you get back from vacation. One of the things that you can do to maintain your air conditioner is to clean it off. We had an episode where I got to do that, and I had no idea that I could do that myself. Of course, I had a professional walk me through it. You just go outside and you have your air conditioner, make sure that it's turned off at the electrical panel.Megan:Then you take your garden hose and you spray it all the debris off the outside and inside the compressor, spray the fins on the inside carefully, starting at the top down so you don't force any debris in there. That's something that you can do that's really, really simple. Another thing is to make sure that you've got airflow around your air conditioning compressor. A lot of people have landscaping and things like that because they want to hide it. Well make sure you keep it trimmed away so you have about a foot, at least a foot around there for circulation.Jeff:I thought I read that it's not a good idea to put a cover on an air conditioner because it can create mold problems or mildew or something like that. Dumb air conditioners, you can go and you can cover it with like an air conditioner cover, which they sell. I assume there's a need and a reason for that, but then I also read you don't want to cover it.Pete:You just got to make sure again, debris and everything's clear. To me that would be the benefit of having it covered, but then you also have to check to see if there's anything that may have crawled up or may have gotten on the fans. Just be aware of that.Jeff:Some resident chipmunks in there.Pete:Sure.Jeff:I did have a dryer vent [inaudible 00:18:54]. I think somebody moved the dryer and it popped out of the wall, but it's so big that we couldn't see behind it. You don't want to scratch the floors and all that. We only knew something was wrong because we'd run the dryer and then it would get really humid and the hallway started fogging up and it turned out that somebody must've moved it and it popped out off the wall. All the wet steam was basically not going where it should. It's just going into the room and we have a small room. That was an issue. We called the professional.Jeff:They came over and charged me four or five hundred bucks to really ... I mean, I was like, "Oh my God, is that really necessary? Can I not do this myself?" He had a whole thing, it goes all the way up to the roof, I guess. He had to put this thing together and clean the whole thing because I guess dryer vents are a big source of fires. There's something like 15,000 fires a year, the NFPA says are caused by dryer vents. It's a real problem. You got to stay up on top of it or else you can put your family at risk.Pete:I think that's a good point. Megan was mentioning cleaning the coils on your refrigerator. I mean, you don't need to do that, but once a year, but again, making sure that that vent is connected properly. That it is again, blowing that hot air and getting it out of your home. Making sure that the vent is clear there and then go on outside where that vent actually vents to the outside, making sure that's clean out there. I just last weekend went and checked mine. I wanted to make sure that I didn't have any issue, but you're right. A dryer vent fires, I hate to say, can be more common than you think, but a little bit of maintenance can help save from a fire. Also, just the overall, again, the efficiency of your dryer operating.Megan:Speaking of vents, I'm going to reverse the season, but if you have a gas fireplace, they vent outside. I know it's important to make sure that they are covered and that when you're not using it, the six months that you're not utilizing it, things can get in there. Animals can get in there. Debris, all of that kind of stuff so in reverse, that's something that you want to make sure that you check out and have a professional look at. Always. We always recommend a seasonal tune up on those appliances, on your air conditioner, as well as your fireplaces and your furnace. That's another vent issue, right?Jeff:I have a gas fireplace. That is definitely now on the top of my list because you know what? I was outside and I was trying to find the dryer vent exhaust, and the guy said it was on the roof. Then there's another vent. I was like, "What is this?" It's the gas fireplace vent. Now I know.Caroline:My parents had a horror story. They were using, I guess their fireplace once. I don't know. [inaudible 00:21:45] not really sure. Then one day there was this squirrel in the bedroom because I guess the fireplace vent wasn't closed all the way. It was just start of fall into winter. There was just a squirrel in the house. If that doesn't count as a horror story, I don't know what does.Jeff:A squirrel in the house counts as a horror story. I've had that in that apartment that I told you about in Hoboken. I had a squirrel. I was home and I walked into one room and my dogs are there and they just start going bananas. I go in the other room and the squirrel had come in the bathroom and walked into the bedroom and the dogs discovered that. It was just going around in a circle, just like on the ceiling. I literally just closed the door and then freaked out. Then I was like, "Okay, I got to do this. I'm not going to trap an animal right now at this point in time." I just opened the window and left. Then I came back like four hours later, just hoping it was gone. Thank God, it was gone, but not after peeing all over my head.Megan:I think I'd rather have a squirrel than bats.Pete:On Powerhouse, again, we've had episodes again, where chimney sweeps, the importance of making sure your chimney is clean and again, having a professional come out and clean your chimney. We've had episodes where they talked about the chimney sweep, talked about different animals that have been found and maybe have been dead there. That also takes me over to cleaning your ducts, your duct work in your house, occasionally is a good thing to do. If you have a lot of pets, it is worthwhile, but again, make sure your duct work is cleaned. It's about efficiency and making sure again, your appliances are operating efficiently. Just like we know with your car, you have an oil change and a checkup with your car. You need to have a checkup of your house system to making sure that it's operating properly and efficiently. Cleaning your ducts, D-U-C-T-S, and making sure that again, that it's functioning efficiently.Caroline:These are amazing tips. We were talking about outside home efficiency so can we just touch a little bit more kind of beyond the AC unit or whatever the real term is for that, and just kind of touch base on some other outdoor efficiencies that would help along your journey?Megan:Well, I think with landscaping, this goes back to the air conditioner, energy.gov says that you can save up to 50% of your energy if you shelter your air conditioner. Shade it with a bush, a tree, of course, distanced. If you think about it, we run more efficiently when we've got a little bit of shade when the heat is pouring down on us. Your air conditioner is no different. Call a professional, make sure that everything is operating smoothly and I will just reiterate what Pete said. The system of your house is designed to be efficient and all your appliances are designed to work well, but we have to do our part and take care of them as well.Pete:Plant that tree to shade your house, your overall house can make a difference. Just a little bit of shade on your house can cool the house so that the sun isn't beating down on it. That's another opportunity. Again, we've done that numerous times on Powerhouse. Come out and plant a tree and again, obviously again, think safety when you're going to plant a tree. Call to make sure you're not digging into a power line. Look up and make sure you're now also not going up into power lines above that might be up there. We always stress safety on any, do it yourself projects on Powerhouse.Caroline:People like Jeff Ruth here might take things into their own hands when they should be calling a pro.Jeff:Felled enough trees in my day that I know to call a pro.Megan:One thing that can make a real difference in your energy usage is how you plug in all of the things around your house. You think about all of the cell phone chargers that we have on the small end, but then we also have our home office. We have all kinds of little appliances, toasters, things like that, that we don't use all the time, but they are always drawing power. We call that phantom power. That phantom energy can really add up, up to 10% of your utility bill. That's huge. I have a prop for you. This is a smart strip. What this has is different plugs here that will remain on if necessary, like say your wifi router. You don't want that to go off. There's a designated place for those items, but for the things, video game systems, things like that, that you don't use all of the time, your DVD player, things like that you can put in here. Then it actually will sense when you're not using it and shut those things off.Caroline:That is an amazing product.Jeff:Yeah. We're going to definitely recommend because I need one. I'm going to find one, we're going to recommend it to the listeners and give some links out there so you can find the right one for you.Pete:With your ceiling fans during the summer, they are pushing the cool air down. You want to make sure it's spinning the right way to push down. In the winter months you want to pull the warmer air up. Remember when you're out of a room, I remind my family to turn off ceiling fans if you're not in the room.Jeff:Is that because money doesn't grow on trees?Caroline:You mentioned the right way. There's clearly a wrong way. Is the right way for cool air counterclockwise or clockwise or [crosstalk 00:27:25]?Pete:Well, again, making sure you can feel it when you turn it on. Is it pushing down? I mean, you can feel it pushing down. Make sure it's spinning that way. I'll let the listeners check themselves, okay?Caroline:Perfect. Perfect. Your website, discusses home energy assessments. What would that entail and how does a homeowner know that they're ready for such an assessment?Megan:On the Alliant Energy website, we offer an energy assessment and you enter all of your specific information in there, and it's really basically a checkup for your home. It offers recommendations of ways that you can improve and it's something that once you make those improvements, you can then watch your utility bill and see how things change after you do that. I would say every five years, you can revisit it too. If you've done any other home improvements, you can plug those in. It just kind of keeps things up to date. It's not unlike your app actually. You can keep all of that in one place as well.Jeff:We have a lot of things in common. I'm definitely excited to check out more about the Alliant Energy assessment. Can you tell us a little more about where to find that and how to, is it for just people in the service area or can anybody go and get tips there?Pete:Most utilities, again, I think around the country are offering that. I would always say to your listeners to check with your utilities for what kind of services they provide in terms of a home energy assessment. I think most energy companies today are trying to be good citizens of our Earth and are looking at ways to make sure your home is energy efficient and offering that. I would say check that. One of the things that we stress on Powerhouse is energy star rated appliances. When you're going out to look for new appliances, make sure they have that energy star on the product.Pete:Maybe you've got that second old sort of a beverage refrigerator or beer refrigerator that maybe is 20 years old, but it sure keeps those beverages cold. That's not always the best use of that old refrigerator because they really burn through energy. A fridge that's about 15, 18 years old, it might be time to look at a new refrigerator because they are so much more energy efficient here today than just 15, 20 years ago. You can save again, a lot of energy dollars that you're paying to keep those beverages cold.Megan:Another service that Alliant energy offers is a refrigerator recycling program. To Pete's point, you want to check with your utility company and see what services they offer, because you might be surprised.Caroline:Thank you for all these tips. I mean, I'm so enlightened. Knowledge is power they say.Megan:People are sheltering in place and their home a lot more. Their utility bills are creeping up because of that. With the use of the home office, kids playing video games, all kinds of things, homeschooling, using your computer more than you might have before. People are cooking a lot more. There are ways that you can use your kitchen a little bit more efficiently, and that is to scale down your appliances, especially as we're approaching summer. Grill outside. It's a common sense thing. Use your crock pot, a slow cooker, toaster oven, they use so much less energy than torquing up your oven.Megan:Also, you can scale down how you use your stove top as well. You want to make sure that you use your cookware appropriately by using the right pan size so you're not wasting energy by extra heat coming up. Also, put lids on things. That's going to speed up your cooking and it's going to use less energy too.Caroline:I know my fiance doesn't quite get the toaster oven versus the oven. I'm really trying to help him out there. It also got so warm that the toaster oven is, it seems a bit quicker, but it also doesn't make the whole place like it is outside.Jeff:I think one of the best wedding gifts that I ever got was the Breville toaster oven. It's like-Caroline:I just said that, for our wedding.Jeff:It's great. I mean, I use it every day.Megan:It's fast, quick, easy. You can watch it happen and it doesn't heat up the kitchen.Pete:Brilliant. Again, appreciate being able to, Caroline and Jeff, to talk with you guys and share tips with your listeners. As we like to say, always as we finish an episode of Powerhouse, with these tips and ideas and saving energy, we can make your house a power house.Megan:A powerhouse. Visit our website, Powerhousetv.com. There are loads of tips on there.Caroline:Thank you so much, Megan and Pete. It was so lovely to have you both. We hope that we can partner again soon. Our missions really align in that we really have a lot in common. We'd love to have you guys back on the show one day.Pete:Thank you.Megan:We would love it. Thank you.Jeff:Thanks guys. Have a good one.Caroline:Have a great day.Megan:Thanks. You too.Jeff:Bye.

Jeff Jordan is President and Executive Creative Director of Rescue: The Behavior Change Agency. Rescue offers a broad range of marketing services for government agencies (public health departments, state and federal agencies) and non-profits seeking to promote positive changes in public health related behaviors.  Jeff started his agency when, as a high school student, he volunteered for his local health department's youth-targeted anti-tobacco program. He transitioned from volunteer to contractor, tweaked the anti-tobacco program to approach teens in an innovative way, and grew the agency through “a lot of referrals.” He opened his first office while he was in college and continued his focus on behavioral change for social good.  In this interview, Jeff tells us that marketing tactics that are used to sell products don't necessarily work in changing “fundamental behavior.” His team has to be expert, not just in marketing, but also in behavior change theory, psychology, and sociology . . . and know how to appeal to different subsets within targeted cohort groups. Jeff says that it can take years for a consistent message to bring measurable change, and although there is nothing equivalent to “sales data” to gauge message impact in “real time,” he has found there are some measurable interim “markers” on the path to behavior change. Tracking and measuring specific behavior-related attitudes or beliefs or pieces of knowledge over time can predict subsequent behavior changes. About 7 years ago, Rescue won a $150 million FDA youth tobacco prevention contract. These funds allowed the agency to increase in size from 50 to 150 employees in 3 years. Today, Rescue's 175 employees work out of 6 offices around the country. They serve government agencies and nonprofits in 30 states. Rescue creates programs for these organizations, but also has a library of campaigns that can be licensed. Over the years, Jeff has learned to say “no” to opportunities that are not right for his agency. Budgets that are too small can limit a campaign's success . . . . and blame for poor results will invariably fall on the agency . . . not on the tight budget. The smaller a client is, the more they tend to demand. Jeff has observed that agencies end up over-servicing smaller accounts to keep them, tie up senior personnel in servicing these smaller clients, and underservice their larger accounts. Jeff warns that really small accounts can hold an agency down. Jeff applauds the move away from condemning people who choose unhealthy behaviors and the increasingly broad awareness of underlying lifestyle situations that contribute to these behaviors. Jeff's agency attracts employees who want to do something good in their careers. He describes the agency as “responsibly rebellious,” and explains that is manifested in the way the agency encourages clients to take risks in a responsible way. Jeff can be reached on his company's website at: Rescueagency.com. The agency runs what Jeff describes as a “pretty robust YouTube Channel” at: youtube.com/rescueagency. Transcript Follows: ROB: Welcome to the Marketing Agency Leadership Podcast. I'm your host, Rob Kischuk, and I'm joined today by Jeff Jordan. He's the President and Executive Creative Director at Rescue: The Behavior Change Agency. Welcome to the podcast, Jeff. JEFF: Thanks so much, Rob. ROB: It's excellent to have you here. Why don't you kick us off by telling us – it's right there in the title, a little bit – Rescue: The Behavior Change Agency. But tell us a little bit about Rescue and where you excel. JEFF: We are a public health behavior change-focused agency. What that means is that we exclusively work for campaigns that strive to change health behaviors for social good. Almost all of our clients are public health departments, state and federal agencies. When we say behavior change, we refer to actually changing a fundamental behavior that a person is performing. So rather than changing what we would describe as a brand preference of someone who drives one car, changing them to drive a different brand of car, we're looking to change that fundamental behavior of actually driving the car and converting them to ride a bicycle instead. Or in other health arenas, things like quitting smoking or eating healthier, etc. ROB: Perfect. Is that something you've actually engaged in? Encouraging people to ride a bike instead of driving a car? JEFF: Not that one. [laughs] But it's an example people tend to understand. ROB: What are some examples, digging a little deeper, of campaigns? You mentioned smoking cessation. There's probably some other interesting things you've worked on. What are some examples? JEFF: We work from simple behaviors like quitting smoking or not using drugs or not vaping and things like that to more complex behaviors like healthy eating, where we're actually promoting specific types of foods, specific changes to what they eat, as well as mental health behaviors that are even more complicated – trying to get people to reduce stigma and recognize when to seek help, when to do something about the feelings they're having, and whatnot. ROB: Very interesting. You mentioned brand preference; in some cases, I think people think of brand preference as being kind of pliable. Maybe it is just as difficult to change as some health behaviors. How do you think about, or how do your clients even think about, measuring these behaviors over the long term? I imagine the feedback loop on one of your campaigns might be rather long in some cases, given the research required to gather those results. Or maybe there's something unexpected I'm not thinking of. JEFF: You're absolutely right. Behavior change, we usually say you need a couple years at least of consistent campaigning to really see a measurable change. Unfortunately, we don't have sales data to look at to see what's happening in real time, so we rely on self-reported surveys and things like that that either our clients perform or that we help them perform to see what people are saying about the behavior. You do have some interim steps that you can measure on the path to behavior change. Whatever your underlying theory is of what you think is changing in order to change the behavior, such as specific attitudes or beliefs or pieces of knowledge about a behavior, you can measure those, and then those can be pretty predictive of a behavior change later down the line. ROB: One benefit it seems like you might have in your industry – is the behavior change industry perhaps a little bit more open about what works and what doesn't than maybe some particular vertical market, like marketing soda or something? JEFF: I think it's a double-edged sword there. It's more open in the sense that you can survive on theory for a longer period of time. In the commercial world, you can have a great theory, but if it doesn't turn around sales in a quarter, you're kind of out of luck there. In public health, you can survive on theory for a few years. So that does allow you to explore more options. But that also allows bad work to remain for a long time. We see that there's a lot of mistakes and common pitfalls that clients fall into, usually when they work with traditional agencies, that just happen over and over again because it works to sell a product, but it doesn't work to change a fundamental behavior. ROB: What about openness in terms of tactics? In some cases you have organizations like the UK's famous – I may be misattributing it, but their Nudge Unit there. You have probably published research in some cases around behavioral change. How much of your work is synthesizing and adapting those things to a community and to availability of resources versus cooking up something completely out-of-the-box and new? JEFF: There's a lot of theory and approaches already within public health behavior change. I think the UK is interesting in that they tend to have movements that occur there within behavior change. 10-15 years ago, they were really social marketing, and then it switched to Nudge, and they seem to all move a little bit more cohesively, maybe because it's a smaller country. Here in the U.S., we don't see as much cohesiveness in the approaches. The latest and greatest CDC strategy or FDA strategy, those do have a big influence on the work, but a lot of states are making decisions for themselves and applying the theories and approaches that they're comfortable with – everything from states that might still be using hardcore scare tactics like the '90s in their drug prevention work, all the way to other states that are more open-minded in realizing things like adverse childhood experiences influence how people make decisions about risk behaviors later in life. That's something that the state of California is really looking at. You have a really wide range of approaches and comfort level with those approaches. One of the things that we have to do that is kind of unique to our industry is we often have to share some of that education and some of those case studies from other states with potential clients so that they can understand, these are your options. You don't have to just do the scare tactics. That's not the only thing out there, and actually it often doesn't really work. So, we have to be the experts not just in marketing itself, but in behavior change theory, psychology, sociology, all these things that go into it. ROB: It sounds like there's a difference of tactics, a difference of outcomes. Are you seeking cessation? Are you seeking some sort of treatment? Are you just seeking a reduction of use in something that is now legal in certain places? It sounds like you are able to pool that expertise and help – in the ways that many agencies are, but you don't think about it so much in public health – bring those best practices and learnings from other clients. That makes me want to pull back and dig in. You're in a very unique area of focus. I think we've done probably 120 or so episodes right now, and we have not been in a conversation with an agency owner who is in public health and behavioral change. You mentioned you've been in the agency, at least, for 20 years. Did you start off with that area of focus? How did Rescue come to be? JEFF: We are definitely a unique agency. I actually started the agency when I was in high school. I was a volunteer for my local health department's anti-tobacco program. That was a youth program. They worked with a local agency, and after volunteering for about a year, I noticed that the kids we were reaching, the teenagers we were appealing to, were not current smokers, and they were never going to be smokers, whether we existed or not. These were good kids. They were leaders. They wanted to put this on their college application. There was really no change I could see that we were causing, even though we were successful from the sense that there was a lot of youth involvement and we were doing a lot of things. Fortunately, we had an advisor at the health department that was also pretty savvy in terms of youth culture. I like to joke that she was a break dancer when she was in high school, and she was maybe 7 years older than me. So, she was still pretty connected with what high risk youth culture might look like versus low risk youth culture. I said, “Why are we spending all our money on these youth?” She was open to allowing me to move from being a volunteer to being a contractor to start to provide some of these services that would change who the program appealed to. That continued for the next year or so in high school, and very quickly we started to innovate in a way that just wasn't happening in public health, particularly with teens. That turned into a lot of referrals. While I was in college, we grew a lot through referrals and got our first office when I was in college and things like that. So, we really grew organically, and from Day 1 have been exclusively focused on public health. ROB: What does the team look like today? What are some of the scale points and key hires to where the team of the agency is now? JEFF: Today we have about 175 employees, six offices around the country. We are the largest marketing agency in San Diego, but most San Diego businesses can't hire us. [laughs] Our work, though, is spread around the country. We don't have a specific geographic footprint. There's not one place where our clients are clustered. We work with about 30 different states and with the federal government, with the FDA, as well as Veterans Affairs and others. Some of the big scale points that have occurred – there's been a few. The biggest one was about 7 years ago, when we were about 40 or 50 people at the time and we won a contract with the FDA to do youth tobacco prevention. That contract was a $150 million contract for an agency of 50 people. We very quickly grew thanks to that contract. We brought on our CEO, Kristin Carroll (who's still with us today), at that time, who helped us grow quickly. Within a matter of 3 years, we went from about 50 people to 150 people. But in that time, we've continued to grow with other clients as well. Some other notable wins are the California Department of Health's nutrition campaign as well as some other states that have brought on larger contracts. ROB: You mentioned that many San Diego businesses probably can't work with you. Does that reflect a change in the overall deal size that you've pursued? JEFF: No, no, that's just mainly because we don't do commercial marketing. You have to be a public health oriented campaign. We work with the local county health department, we work with the local school district, and we also work with the district attorney's office. So, we work with a lot of local government agencies, but we don't have any commercial customers here or anywhere else. ROB: I see. Once many agencies scale, and especially north of 100 people, I think a lot of times they become very focused on just the FDA size deals. How do you manage that different granularity of client size within one organization and not become really fixated on hitting those homeruns? JEFF: That has definitely been a problem of scaling up. There aren't that many FDA size deals in our space, so we're forced to continue our more modest deal size – which we're very happy with. But I think the biggest challenge that has occurred is being careful not to try and apply universal lessons to the entire agency. Some things that we do for our largest client don't necessarily apply to our smallest clients. We've gotten in trouble sometimes in starting to do things for our smaller clients the way we do it for our larger clients and then going over budget and overcomplicating things when they don't need to be. And vice versa, also making sure we don't get too simple with our biggest accounts. We have to operate in this limited budget standpoint for some of our accounts and then a more open budget to explore different things with our largest accounts. That's probably the biggest thing we have to remind ourselves of and be cautious with. Really, we're operating like two different agencies within one. ROB: We are chatting here right in the middle of the spring 2020 COVID-19 epidemic. How has that changed your mix of business? Do you have clients that are working within – do you have some stay home campaigns running and that sort of thing as well? I imagine any work you've done, you've had to learn very quickly. JEFF: Surprisingly, we haven't gotten into any stay at home work, mainly because we tend to focus on long-term campaigns so that we can measure these long-term changes. It does affect COVID because a lot of the reasons that people are passing away because of COVID is because of preexisting conditions that we're trying to prevent with some of our other behaviors. So in a way, they're all connected. But when there's an emergency like this, communications get out pretty quickly and go viral pretty quickly. You don't really need the traditional long-term campaign to figure it out. The one thing that has changed the most for us is the production of new creative and new messages. Right now we're focused almost exclusively on creating animated work and infographics and things like that. Our clients still want to produce the work, still want to put new messages out there. Right now, people are consuming media more than ever before, so we're still cranking away new stuff. ROB: That's excellent. Jeff, you've been at this for a little bit; you've built the largest agency in San Diego, which is quite a thing. What are some things that you've learned along this journey that you might do a little bit differently if you were starting Rescue all over again? JEFF: There's so many lessons you learn, but you almost need to learn them in order to grow from them. I think that one of the things that we learned was not to be afraid to say no to an opportunity if that's not the right opportunity. I have to teach this lesson to every new business development person we bring on or client service person we bring on. It might feel weird to say no to a small client, but keep in mind that if they don't have enough funds for us to do a good job, they won't blame the budget; they will blame us for not doing a good job. And without fail, the smaller the client, the more they ask for. Oftentimes I've seen a lot of agencies get stuck in this world where they are over-servicing smaller accounts to keep them and underservicing their larger accounts, and it's usually top-heavy. It's usually more senior people that are servicing these smaller accounts, who are now not able to go out there and pursue bigger work. So, you really have to be careful of the really small accounts holding you down. ROB: How do you think about positioning and communicating the scope with the small accounts so that their expectations are aligned? Or have you found it's hard to manage them and you just have to pick the right ones and let someone else have the ones that are going to ask for the full buffet for 5 bucks? JEFF: We definitely let someone else have those. [laughs] It's about being transparent upfront and saying, “Look, this is what it takes to do good work, and this is why. These are all the components that need to go into something.” We have found ways of being able to accept smaller accounts with different strategies. For example, something that's completely unique to our space is we actually license campaigns. We have about four different preexisting campaigns that governments can license from us and that are reused over and over again across the country. That has allowed us to open the door to some smaller – not the smallest, but some of the smaller accounts that don't have the funds to create new campaigns, but do have enough funds to implement a licensed campaigns. That's something that could never happen in the commercial world; no one would ever want to share anything. But in our space, the government loves to share, and they actually love the reduced risk that comes with knowing this has already run somewhere else. ROB: Right. I can see you coming with some results, and they can see what the campaign looks like out in the world. They can probably even go and visit and see in some other place how this campaign looks in the wild, which you can't do, to your point, for most businesses. Maybe you could get away with it in – I don't know, if you were just serving one lawyer per market, or one plumber, or something crazy like that. But even then, they probably wouldn't want to share. JEFF: Right, exactly. There's so many things that we do here because we are focused on this space that would just not be possible if we were a generalist agency. And that's part of our argument for potential new clients: look, you can hire your local ad agency that everyone has heard of that has done all the car dealerships and local banks and things like that, or you can hire a specialist in public health. What's going to happen if you hire a specialist in public health is you're going to get all this institutional knowledge about how public health marketing is different from commercial marketing and be able to be more effective, more efficient, and have all this research and tools at your disposal. ROB: Jeff, at 175 people, you're up above that 150-person Dunbar number that many people talk about as that maximum number of people you can be in relationship with, or people might phrase it differently. How have you thought about structuring, organizing, and persisting culture as you break through dozens and then triple digits and then over 150? JEFF: We had a pretty strong culture before I knew that company culture was a thing. It comes from the culture being embedded in the work. A lot of times, folks try to put this layer of culture on their organization that doesn't really have anything to do with anything. That's where culture tends to fail or feel shallow. Where culture is really strong and real is where it manifests through the work. For example, one piece of our culture is that we describe ourselves as “responsibly rebellious.” What that means is that we want to push our clients to take risks within a responsible way. That is manifest through a lot of decisions that we make for our clients, things that we present to our clients, ways that we approach how we work with our clients. Then, when we say that's a part of our culture, it's true. It is a part of our work. It's part of what we do. When we talk about being science-based, we have a giant in-house research team that does presentations for us that is then infused in the creative and in the strategy. So, I think the best way to maintain culture is to just have an identity that is real and that you truly apply every single time you do the work. ROB: It almost seems like some of the culture would be self-selecting. Not to say that people might not view Rescue as a very attractive place to work, but it seems like an odd company to sign up for unless you have a real interest in messages of public health and in helping people and helping communities. Do you find that in the interview process? JEFF: Yeah. This millennial generation that's now dominating our workforce, we are the ideal kind of company to work for. They want to cause social change. They want to have an impact, and we can allow them to have that impact. So, definitely the people that come in are people who have an interest in doing something good with their career. And that helps. Everybody in the agency wants to have a good outcome from that campaign on a deeper level than just simply delivering for a client. ROB: That makes sense. Jeff, what's coming up for Rescue that you are excited about? Or maybe it's even something in terms of either broad messages that you're seeing trends in, or even tactically? JEFF: One thing that's pretty exciting is that we're seeing a broad awakening of the underlying lifestyle situations that lead people to choose unhealthy behaviors. The best example of this is what's happening in California with the new – California has a Surgeon General for the first time, and she is focused on infusing adverse childhood experience understanding, which is this area of health research that talks about if you had these really, really big things happen to you when you were a kid – things like divorce or a parent dying or domestic violence or mental health in the family, these heavy things – those things set you on a trajectory to take on much higher risks later in life. And if you can embed an understanding of who people are and where they come from in your work, you can be more effective with these populations. So, an understanding of that, an understanding of mental health, an understanding that people don't do risky things in isolation. They do them from a complicated equation of everything that's happened in their life. That was just not existent for the past 20 years, particularly in things like drug and alcohol prevention, where it's like “people who use drugs are just making a bad choice, they're just stupid, they're just bad and they need to be told to stop doing bad things.” [laughs] That's just not how it works. It's really nice that a lot of public health is moving away from that perspective and instead moving towards a deeper understanding of the complexity of human identity. ROB: Absolutely. It brings to mind for me – you have a responsibility; the messages you're putting out there are not messages for any particular – you probably work with governments of every political party possible. JEFF: That's right. ROB: But we live in a world where – what you're saying even hearkens back to partisan politics. How do you think about putting messages out into the world that have to transcend politics and party? JEFF: I think we all suffer, across industries, across topics, from talking to ourselves and not understanding someone who's different. One of the things I like to say that I feel makes this so different is applied empathy. It's not just that we have more empathy than someone else, but that we actually apply that empathy to how we create our messages and can articulate, when we're going to create a campaign for rural men, why that campaign has to be so different from a campaign, for example, for African American women. What is different about their life experience, their attitudes, their worldview, their values that will change the way we communicate to them – but also change what we're saying. A great example of this is that we do a ton of tobacco prevention work, still, with teenagers, and you can talk to an alternative teen in an urban area who listens to rock and things like that – you can talk to them about the evilness of the tobacco industry and all the horrible things they've done, and they will get fired up. They'll say, “I don't want to support an industry that's destroying the world and manipulating people.” So, you can motivate them not to smoke just by talking about the tobacco industry to them. But then you take a rural teen, a country teen who maybe is a younger version of the right side of our political spectrum, and you talk to them about the tobacco industry and it just doesn't even faze them. They're like, “Well, that's their right as a company and you have the right to choose what you're going to do, whether you do that behavior or not. It's all about personal responsibility.” If you don't know that difference and if you don't know that they are processing information differently and caring about different things, then you're just speaking to yourself. You're just speaking about what you care about. And that can apply to so, so many different things. Within politics, its' so interesting to see people just yell within their bubbles about things that they care about and are baffled by why no one else cares about them or why the other side doesn't care. All you have to do is just spend a little bit of time on the other side and you'll understand why they don't care about what you're talking about. ROB: It's a great thought for all of us on meeting people where they are instead of where we think they are. Jeff, when the audience wants to get in touch with you and with Rescue, where should they look for you? Where should they find you? JEFF: Yeah, definitely. Rescueagency.com is our website. There's contact information there for different folks. But also, if you're just interested in what I was talking about and learning more about public health marketing and behavior change and things like that, we have a pretty robust YouTube channel, youtube.com/rescueagency. Lots of actual workshops and videos that we've done explaining our approach and research and some examples of the work. ROB: Perfect. Jeff, thank you for joining us. Thank you for the thoughtful work that you do. We're grateful for it, and look forward to a lot more of it in the future. Congrats on all the success. JEFF: Thank you. Thanks for having me on. ROB: Thank you for listening. The Marketing Agency Leadership Podcast is presented by Converge. Converge helps digital marketing agencies and brands automate their reporting so they can be more profitable, accurate, and responsive. To learn more about how Converge can automate your marketing reporting, email info@convergehq.com, or visit us on the web at convergehq.com.

更多英语知识，请关注微信公众号: VOA英语每日一听Todd: Jeff, I noticed you're sporting a very nice look. Nice little mustache you got going there.Jeff: Yeah, this month … I don't usually have mustaches. I find them … only certain men can wear a mustache and look good. I'm not one of those men. I look horrible in a mustache, but it's November and every year countries like Australia and New Zealand, American and Canada, and especially England have a charity gig[演奏会] called Movember, and it's to raise money for prostate cancer.So in English a nickname for a mustache is a Mo, so November they change the beginning to make it Movember, so all the men must grow a mo or a mustache during November and get donations for prostate cancer, so how it works is that at the beginning of the month, November 1st, you must shave your face clean, and then you start to grow a mustache. Any style you want. A big swirly one, or a little short, zip across the top lip or a big bushy mustache or handlebar or whatever, and you must grow it for the entire month, and then at the end of the month, you send in your photo to the local contest organization and they choose the best mustaches and you win a prize, and then all the donations, all the money that's raised goes to prostate[前列腺] cancer for men. It's like the pink ribbon campaign for breast cancer for women.Todd: That's fantastic.Jeff: It's very good but I have to go around looking like a moron for a month of November cause I don't look very good with a mustache.Todd: Actually, I think you look pretty good. I like your look.Jeff: It matches my hairstyle which is not so good either so it's a good match.Todd: So you haven't shaved since the first of the month? It's taken you a month to grow that mustache?Jeff: That's right. It's a mustache. I shave the rest of my face but you leave a mustache, so yeah, you can't have any other facial hair. You can't have sideburns or a goatee[山羊胡子]. It must be mustache only, and you shave your face all except your mustache.Todd: Oh, I see. So how do you get money for this?Jeff: You raise money through donations. You ask your friends and family to sponsor you but, where I'm living right now it's a very foreign concept. They don't know about Movember, so it's hard to get money cause you have to explain what you're doing and they don't really understand, so they're a bit skeptical. Maybe they think you're just trying to get beer money from them.Todd: How much have you raised so far?Jeff: I've got fifty dollars so far.Todd: Fifty!Jeff: Yeah, fifty.Todd: That's not bad. I'll throw in some. How about I throw in another twenty.Jeff: You give me ten and you promise to grow a mustache next year, and we're even.Todd: OK, that sounds like a deal. 10 Bucks and I grow a mustache.

更多英语知识，请关注微信公众号: VOA英语每日一听Todd: Jeff, I noticed you're sporting a very nice look. Nice little mustache you got going there.Jeff: Yeah, this month … I don't usually have mustaches. I find them … only certain men can wear a mustache and look good. I'm not one of those men. I look horrible in a mustache, but it's November and every year countries like Australia and New Zealand, American and Canada, and especially England have a charity gig[演奏会] called Movember, and it's to raise money for prostate cancer.So in English a nickname for a mustache is a Mo, so November they change the beginning to make it Movember, so all the men must grow a mo or a mustache during November and get donations for prostate cancer, so how it works is that at the beginning of the month, November 1st, you must shave your face clean, and then you start to grow a mustache. Any style you want. A big swirly one, or a little short, zip across the top lip or a big bushy mustache or handlebar or whatever, and you must grow it for the entire month, and then at the end of the month, you send in your photo to the local contest organization and they choose the best mustaches and you win a prize, and then all the donations, all the money that's raised goes to prostate[前列腺] cancer for men. It's like the pink ribbon campaign for breast cancer for women.Todd: That's fantastic.Jeff: It's very good but I have to go around looking like a moron for a month of November cause I don't look very good with a mustache.Todd: Actually, I think you look pretty good. I like your look.Jeff: It matches my hairstyle which is not so good either so it's a good match.Todd: So you haven't shaved since the first of the month? It's taken you a month to grow that mustache?Jeff: That's right. It's a mustache. I shave the rest of my face but you leave a mustache, so yeah, you can't have any other facial hair. You can't have sideburns or a goatee[山羊胡子]. It must be mustache only, and you shave your face all except your mustache.Todd: Oh, I see. So how do you get money for this?Jeff: You raise money through donations. You ask your friends and family to sponsor you but, where I'm living right now it's a very foreign concept. They don't know about Movember, so it's hard to get money cause you have to explain what you're doing and they don't really understand, so they're a bit skeptical. Maybe they think you're just trying to get beer money from them.Todd: How much have you raised so far?Jeff: I've got fifty dollars so far.Todd: Fifty!Jeff: Yeah, fifty.Todd: That's not bad. I'll throw in some. How about I throw in another twenty.Jeff: You give me ten and you promise to grow a mustache next year, and we're even.Todd: OK, that sounds like a deal. 10 Bucks and I grow a mustache.

更多英语知识，请关注微信公众号: VOA英语每日一听Todd: Jeff, I noticed you're sporting a very nice look. Nice little mustache you got going there.Jeff: Yeah, this month … I don't usually have mustaches. I find them … only certain men can wear a mustache and look good. I'm not one of those men. I look horrible in a mustache, but it's November and every year countries like Australia and New Zealand, American and Canada, and especially England have a charity gig[演奏会] called Movember, and it's to raise money for prostate cancer.So in English a nickname for a mustache is a Mo, so November they change the beginning to make it Movember, so all the men must grow a mo or a mustache during November and get donations for prostate cancer, so how it works is that at the beginning of the month, November 1st, you must shave your face clean, and then you start to grow a mustache. Any style you want. A big swirly one, or a little short, zip across the top lip or a big bushy mustache or handlebar or whatever, and you must grow it for the entire month, and then at the end of the month, you send in your photo to the local contest organization and they choose the best mustaches and you win a prize, and then all the donations, all the money that's raised goes to prostate[前列腺] cancer for men. It's like the pink ribbon campaign for breast cancer for women.Todd: That's fantastic.Jeff: It's very good but I have to go around looking like a moron for a month of November cause I don't look very good with a mustache.Todd: Actually, I think you look pretty good. I like your look.Jeff: It matches my hairstyle which is not so good either so it's a good match.Todd: So you haven't shaved since the first of the month? It's taken you a month to grow that mustache?Jeff: That's right. It's a mustache. I shave the rest of my face but you leave a mustache, so yeah, you can't have any other facial hair. You can't have sideburns or a goatee[山羊胡子]. It must be mustache only, and you shave your face all except your mustache.Todd: Oh, I see. So how do you get money for this?Jeff: You raise money through donations. You ask your friends and family to sponsor you but, where I'm living right now it's a very foreign concept. They don't know about Movember, so it's hard to get money cause you have to explain what you're doing and they don't really understand, so they're a bit skeptical. Maybe they think you're just trying to get beer money from them.Todd: How much have you raised so far?Jeff: I've got fifty dollars so far.Todd: Fifty!Jeff: Yeah, fifty.Todd: That's not bad. I'll throw in some. How about I throw in another twenty.Jeff: You give me ten and you promise to grow a mustache next year, and we're even.Todd: OK, that sounds like a deal. 10 Bucks and I grow a mustache.

How important is content marketing strategy to your e-commerce business? Crafting valuable content helps build brand trust with both existing and potential customers, allowing you to successfully grow your brand. Today we're talking all about content and smart ways to ramp up your strategy. Jeff Coyle is co-Founder and Chief Product Officer of MarketMuse. Coming from twenty years in the SEO and content strategy arena, Jeff's products use AI to accelerate content planning, creation, and optimization. With their spokes-of-a-wheel keyword approach, MarketMuse's content marketing strategy connects ideas, allowing clients to demonstrate product expertise. Episode Highlights: How content relates to growth and where to start assessing the need for your business. Strategies that help tell the story that you are trying to tell. How to gauge the success rate. Where the news dynamic fits into your content campaign. The breadth and depth of your content. Figuring out where the gaps are. When to hire an expert. How the Marketmuse suite of services help the writer. Using smart content to illustrate expertise. Why search volume is not the only strategy for content valuation. Some quick win strategies – aka one-page plans. Packages MM offers for different sized audiences. Tools and hacks Jeff recommends. Transcription: Mark: So there was a time early on in Quiet Light Brokerage when I was doing all of the Content Marketing for the firm and I was writing on average eight blog posts or articles per week averaging about 18,200 words in length. And I underestimated when I started on this kind of venture of can I do these eight to 10 per month; I underestimated how much work it was going to be and it was a lot of work because it's not just writing down your thoughts it's writing for the web and writing for SEO and understanding what do you write about next. It's amazing how quick the writer's block comes in. I know that you had a conversation with Jeff Coyle a mutual friend of ours from Rhodium and one of the founders of MarketMuse which is an awesome company; a great tool from an SEO and content marketing standpoint. You guys talked about everything content which is relevant to buyers, anyone looking to acquire a web-based business and grow it. I know it's been a huge part of our marketing plan. What are some of the things that you and Jeff talked about in this conversation? Chuck: It's quite great. I had a great conversation with Jeff and we're talking about if you've got a dollar spend where to spend it. Most people they're doing basic keyword research, they're looking for what's the keyword that's getting the most searches versus the keyword difficulty. And he takes it like way beyond that and they're looking at not just the specific keywords but what keywords are actually tied to other keywords that show that you're an expert in the topic. If I'm talking about like a specific thing but I fail to mention other words Google then thinks that I'm not an expert because anybody who's an expert would be using these other words or when you're just looking at keyword tools to look at the ones they're getting the most traffic you often miss the additional keywords that are in there. Mark: Right. And I know full disclosure I use MarketMuse with Quiet Light Brokerage and actually with my other company as well. I use their service and the general sales pitch is pretty simple. It's this idea of setting up pillar pages and having this kind of spokes on a wheel branch now so the example that they use I think in some of the marketing materials is if you're going to have a website on craft beer you should have a blog post on craft beer but you should also have an entire section on hops and an entire section on barley and malts and then even from there if you want to be all about hops and afford it to do a page on hops you should also have some satellite pages on imperial hops or these other types of varieties of hops and being able to have this kind of wheel with different spokes coming out. And you know what a bunch of SEO tools use this. Like I've been using Sight Bulb recently; a really cool software that diagrams out your site and the sort of hub sort of format. What MarketMuse does is they take a blog post and had topics so you say I want to focus on craft beer and they say okay if you want to really be known as an expert, make sure that you're talking about hops at least 10 or 15 times in this blog post. And make sure that you're also talking about different types of barley. And then you can use that and say well okay I'll talk about this in this blog post but what do I write on other blog post? It's made for me and I don't do a lot of the writing anymore but it makes the content creation process super easy; like the ideation part, I mean that's the hard part about all of this. How do you come up with new ideas on what you should write about? But I don't want people to think this is just a sales pitch for MarketMuse. It's a great piece of software, obviously, I believe in it from that standpoint. But I think from a buyer standpoint also from a seller standpoint having a solid content strategy is really really key. If you were to spend money; Chuck you've had a bunch of businesses in the past and I know you've used content, if you're going to spend your money somewhere for long term marketing dollar I'm kind of leading you to the answer here, where would you spend it? Would it be in the content marketing world or would it be PPC or what are the advantages in your opinion of this content marketing versus other types of marketing? Chuck: Yeah I mean it really depends I think on the type of business you have. Obviously, if you have a content-related business then you want to hop out as much quality content as you can. If you've got an e-commerce business there's different funnels and then buckets may be that you need to put your money in but you definitely need to be investing in content. Even on Amazon when you're thinking about like selling something on Amazon you go to some people's pages and the content is just horrible and it's so important. One of the things we didn't talk about but like when you're looking at Amazon you'll look at the questions people are asking and then answer those questions. So content is definitely important. We talked just a lot about what you should be writing about next. When you're looking at competitors sometimes you can actually see the direction they're going and then beat them and write a bunch of content. Actually, get in front of them because you look at their keyword list and you know the direction they're headed and you can actually get in front of them. Mark: Yeah for my money I think the two areas that are the most important for a marketing strategy at least long term return will be content marketing and CRO, conversion rate optimization. Those two things alone have such staying power where you invest now and you're going to benefit for years to come as opposed to PPC which is great because you can throttle PPCC; that's the reason people love it. You can throttle up and down. You can really find some gems and it's very immediate. But long term success I think is predicated on this content strategy frank that's something we've even bought a little bit at Quiet Light. I just got to give you a quick shot out Chuck because you are wearing a Quiet Light shirt. So for all those people that are watching on YouTube and I know it's not a ton of you that are watching on YouTube but those that are you can see that Chuck actually has a really cool shirt. I don't even have that shirt. Did you give me one? Chuck: I think I kind of bought Joe one but I didn't get you one so maybe I'll have to get you one as well. Mark: Okay, I think Brad gave me one and it was like enormous. I was swimming on the thing. Chuck: I think that's the one I have with Joe when I bought his it was too big for him so I have to get your size. Mark: Make sure you size it down and hey if we get a few extras of these maybe we can set up a contest for people that actually want a Quiet Light; I don't care what you do with it but it's kind of fun to give that away as a prize. Let's get into the episode. Content marketing is where I cut my teeth early in the Internet world. I love this topic. I think Jeff is one of the smartest people in the industry when it comes to content marketing [inaudible 00:07:02.0] good market views and this is definitely one to learn from. Chuck: Yeah absolutely and two things before we dive right into it; one they're giving a special discount. Again we're not trying to promote it. It's just a good product if you want it great but in the show notes, there's going to be a discount code to get a nice percentage off. And stay tuned to till the end of the video because I also asked Jeff for some additional tools that he likes to use. I always think it's fun to ask entrepreneurs what are some various tools that are unrelated to our discussion from what you're using so. Chuck: All right hi everybody Chuck Mullins here from Quiet Light Brokerage and today on the call we have Jeff Coyle the co-founder of MarketMuse and chief is it, product officer? Jeff: Yeah, Chief Product Officer, I manage the product data science and engineering teams as well as the marketing team at Marketing News. Chuck: Awesome. So I've known Jeff for a couple of years, we run in the same circles. I've been on the Internet world for quite a while. Jeff do you want to tell us a little bit about yourself? Jeff: Sure. I am as you mentioned the co-founder and chief product officer for MarketMuse. Prior to this, I've been in this space as Chuck mentioned for quite a long time; about 20 years as scary as that might sound in the search engine optimization content strategy game. I have generated like 50 million leads and not as an exaggeration for B2B technology primarily companies in the early part of my career. I worked as an early employee at a company called Knowledge Storm which sold to Tech Target which is also a great B2B publisher and an intent data and ABM platform for enterprise and mid-market B2B companies. I worked for them through their in-house team and in-house capabilities while I was there really focused on driving engaged users through content and content strategy. When I left Tech Target having already spoken with my co-founder about ways that we could grow MarketMuse I came on as a bit of a late co-founder and we've since grown the company to almost 50 people; really, really an amazing story about growth, building a new category about content strategy, what should you write next, what should you update or optimize next that's going to have the biggest impact on your business and everything that goes along with that from how do I assess my own authority, how do I understand where my gaps are, how do I know where my strengths are. And that's been the mission of our business is really to tell the story of I could spend a dollar on content; creating, optimizing, blah, blah, blah, tomorrow what should it be? And that's what MarketMuse is for; to tell that story. Chuck: Alright so kind of you alluded to it but today we'll get you on a call to talk about SEO and maybe more so how content is applicable to SEO. So maybe starting at the base when somebody either acquires a new site or maybe is looking at a site trying to think of how do I grow this site like where's my opportunity, what kind of analysis do you think somebody should start off with? Jeff: Well I think that traditionally the way that people have assessed sites for their strengths sometimes is only by looking at their current and existing rankings or their historical rankings. So it's a bit of you know kind of a tail wagging the dog assessment of where you're at, where you have been, but that as a starting point does provide some value as to where you are. It just doesn't tell typically the entire story about what it means to be about something. So when I'm looking at assessing a site for the merits of its; the collection of its content or its inventory of content, when I'm looking at is to say yes certainly I want to see performance. I want to look at also things that I might get out of my analytics package engagement. I have to understand the goals of the company the key performance indicators of the business. Am I driving those things? Can I peddle out of them? But divorcing those concepts for this point in discussion about conversion rate optimization and such from a search engine optimization or authority perspective I want to see where I've written great content so how much content have I created on core topics that I care about. When I do cover those topics how in-depth do I get and how successful does that; what kind of success does that yield when I write about a concept I care about when I get deep when I write high-quality content on concepts that I care about. Those two things really tell the story of your existing momentum on a concept. And so that when I'm assessing a site that's one thing I want to want to figure out is where do I have momentum? What concepts can I write about and I expect to be successful. And that's Stage 1. Chuck: Before we move on from that one how do we gauge that success rate; what do we think is successful, what are the indicators that say hey I'm already doing well here or I'm not doing well here? Jeff: Absolutely and that's the hardest part. And to run an effective content marketing team and a content production team for any company you've got to start at what are the key performance indicators? If I'm an e-commerce site the key metrics that I have is my average order size, it's my conversion rate close to a closed cart, it's my cart abandons, it's my total revenue. If I'm an affiliate site it might be an RPM metric and I have to be agnostic of and when I have agnostic a reference of affiliate and then I want specific combinations of affiliates because sometimes you can actually fake your books accidentally if you've got great affiliates on one page and not great affiliates on another. So it's really about I think engagement with affiliate opportunities in addition to revenue. You get a look at both of those things. If you are a publisher it's going to be RPM but also it's engagement with those pages. Because again how your ad server validates is do you have paid ads? So if you have a bunch of house ads and those have a different rate you want to always account for that because you might have great content this shooting off impressions engaged users clicks and such. So I always like to look at my current value per visit and then by the way from a B2B tech or something PI attorney; all these places are where MarketMuse does business so I like to kind of list a full fledge. I'm looking at my conversion to lead. I'm also looking at as far down the funnel as I can track and attribute. Every deal no matter what every situation you're looking at you always want to get it back to current value per visit and aspirational value per visit from a channel. In this case, let's say organic. So if I'm in a scenario I want to always be able to back that up. That's the only way I can truly define quantified value. And for MarketMuse obviously, that's the only way we can truly walk in the door and be confident in that ROI analysis. And that's why we've had to do this hundreds of times. When we talk to somebody it's to say how much do you really value each one of these visits? And if you can't answer that question it's okay, let's back into it, let's figure it out. How much is that truly about? Because then if you grow your traffic 20% you can say okay well that's worth this much to me. How much am I willing to invest in that? And that's how I define. So that's a long way of answering a short question that was actually really duped question. But the answer then is my quantified value metric. How much did I publish? How much did I update? How much do those act motions cost or those actions cost? And what was the efficiency rate on the content achieving some sort of baseline goal? I like to use recurring traffic from organic search as my goal. So I might get a boost from other channels and then it dies off. So I want recurring traffic at or above a particular baseline. So if I wrote 100 articles and 10 of them achieved my baseline of ongoing recurring traffic when I have 10 percent efficiency rate in that zone. If I updated 100 articles and 40 of them grew in traffic at or above a particular level. Then I've got a 40% efficiency rate on optimization. So when I talk about effectiveness of content I want to see how much should I publish, how much should I update and how often did that achieve my goals? I see ranges by the way just it scares the crap out of me sometimes, 1 to 2% of efficiency. Like I write 100 articles and only 2 get rankings. Quite often 40 and 45% at best practice that it's so wide. So you need to take stock today whomever you are and say how often did I write, how often did that yield recurring traffic; that's my efficiency rate. Am I in that 10 percent zone? I got some work to do. Am I above 20, 30, 40? I'm kicking butt. Now how do I take advantage of that? What do I do? No matter where you are there's always steps you can take to really maximize your earn. But it's a great question because so many people talk about ROI and they can't explain how they calculated. Chuck: Right. And it sounds like what you're saying is maybe like diving into your analytics but not looking at like how much traffic this page is doing but what is the segmented traffic; how much is coming from Google or Bing or whatever you're targeting. Maybe you're targeting link acquisition with an article then you got to figure out what's the value of a link that's coming in, how many did I get on this piece of content, and then maybe kind of summing up the value of all the different components. Like knowing what your KPIs are for the specific content. Jeff: Absolutely. And so the ways that I do that so it's manageable; there are ways where you can do that so it's manageable because [inaudible 00:16:38.2] I have thousands of pages or I published hundreds of pages how could I possibly do that? It's do it for the site level. Do it by site section; it's the way Google thinks about your site anyway. Do it by site section and then take your marquee pages and do a more thorough analysis of them. And marquee could mean your best pages that you feel are the best but they punch below their weight class, stuff that does really well, stuff that you invested a lot of money in. So build your plat; this is the stuff I'm going to do with deep dive but I'm also going to get my section level and sight levels metrics. An example might be that when Chuck writes an article he's on a 20% conversion rate to my effectiveness metric. But when Ron I don't know who Ron is but well just say Ron, when Ron writes an article he's 5%. So you're to get; you could do person level, you could do section level. You really want to get that slice and dice to know what's the thing that is causing success to happen or is it luck. A lot of sites a lot of B2B companies they rely on all of their authority for 5, 10 pages and they've got hundreds. Not only is it completely scary and unhealthy from a competitive space situation but if you're a Quiet Light listener it's an opportunity. I mean it's an opportunity to see a site that has a risk of ruin. It's an opportunity to see a site that has huge opportunity if they just publish the right content. So all of those things are what we're typically looking at. It's when I publish about Chevrolets it does real well when I publish about smart cars it doesn't. So when I get that site I'm shooting off about Ford and about gosh as my adjacent so I'm talking about; so it's really getting into when I get in how can I write about tangential or semantically related concepts, really expand my inventory in ways I know we'll have more success, and if I do want to cover other things. I think a reasonable expectation about investment need because I can't just go right kitty cats and crush it. But I know that if I cover what hubcaps should be on the PT Cruiser I can. And so those are the types of conceptual analysis, editorial content strategies I have been doing with years. Now you have data to support it. And that's where I think that the next phase of great Search Engine Optimization outcomes comes from this type of content strategy analysis for sure. Chuck: And one of the things I was reading the other day was just and I think everybody already knows this but they were talking about news websites and why don't news websites rank for everything. Like a news website gets all the links because everybody's linking to articles but yet they don't have the ability to rank for all topics, right? Certain news agencies actually get a lot more traffic for specific topics because that is maybe their topical relevance of their business. Jeff: Yeah. Oh, I mean news is so unique. The news algorithm has so many components and so from a Google news perspective and Google top stories there's components of real-time boosting. There's the concept of the fact that news articles appear in organic search. And they're coming from different channels of information. So they cross the chasm from just being news to being appropriate in search results. So then there's the dynamic of some of those items stay forever. Some of them are temporal and they're going to bounce out when that thing becomes less of a temporal story. We actually have a solution for that. MarketMuse allows you to analyze both serps and overlay analysis and it's called newsroom but that's neither here nor there. But the point of the message is what if you write news articles about this topic you care about but there's four to five aggressive publishers also publishing in that that have authority for news and you're just picking up the scraps. You can see that with solutions that are out there now. You're going to just see what those things are and then tracking that back to assessing performance. If I'm looking at my content items and I write 80 articles about some topic I get no news referrals and I get trickles in of organic and I'm writing it for the purposes of news, is that great? Let's say they get other KPIs, let's say they do gather links and they become powerful. But I'm not winning news, I'm not getting the organic search value that I think I should, how do I use that? How do I use the power that those pages are acquiring to my benefit? And most of the time when I see problematic content strategy; document the content strategy at a company they're not looking at their existing power pages. What content are they publishing that is gaining some value and how do we use that? Because I've got something that's a link magnet that every SEO in the world will go we need to do something with that but they don't necessarily know what that is. And a lot of times you see these link magnets and they're out there. They got a little bit of traffic upfront. They're not valuable enough to get recurrent traffic or it's not; it was a temporal staged story so they don't know what to do. And so weaving that article; weaving that item into some real good content strategy, that's the win. That's building my thought leadership, building my clusters of content, and hey this powerful battery. Plug the battery in here, plug the battery in here, and weave it in with internal link, weave it in with appropriate content, upgrade opportunities for conversions, there's so many things you can do to repurpose but when you get a winner use the winner. And we see that older people are scared to touch them because they're like it might break up. So these are the main dynamics that we run into with kind of the Assessment Authority and news as a special case. But it's so misunderstood what to do when you get a news winner. Because if you can predict that every time you publish a news story on Linux you're in the top three of Google top stories. Like, open that wallet every darn day. And I have clients that are in that scenario and we're like you must write about this every day and they cringe at first and I'm like here's the value that this produces; it's not just traffic. It's all the good stuff that comes as a result of that. It's also a long answer to a short question but I think that's usually a theme with me. Chuck: Alright, so number two you're about to say before I ask you a question? Jeff: Oh gosh I don't even remember what it was now. No, I'm just kidding. So it's kind of breadth and depth and then is the things that you see as being really high quality that you've written. These pillar pieces, the centers of the universe, the things that have acquired the KPI. How are those KPIs; they've acquired some metric that gives you that sense. So we've talked about how your existing momentum, well what are these cornerstone pieces, what are the center of the cluster pieces that exist and how are you using them today? Are you weaving them in? Are you using them to write then support pieces, etcetera? And how do you combine that with analysis of your target readership or user or buyer intent? So what's their purchase cycle; do you have coverage in the information phase, do you have coverage in the middle of funnel, do you have coverage late in the funnel, do you have post-purchase troubleshooting and adherence in ownership? So when you have a beacon of power really that's the time your mirror needs to be the most clear. I always say this. Like, stop tilting the mirror your way because you think you have success. The garbage in the game right now as I call it is people looking at search results and saying I need to write articles just like that search result item regardless of whether you want to argue differentiation it doesn't work. It only works if you have existing power to start to do things like that. What you have to do is just say with my site that I'm assessing, do I have coverage at all phases of the cycle that people would care about who are in this motion; I mean research, intent, decision, conversion, adherence, troubleshooting, whatever the metrics of the buy spying journey would be. And that comes to the why I say this way because the pragmatic approach is to say does this site truly represent my business as an authority and as an expert? What about this collection of pages or this content inventory tells a story that I actually am an expert? And so when you're looking at coverage, you're looking at momentum and what's been validated that I am an authority. But then it's also going to be like aspirationally if I truly were an expert what would I have covered? I can do that by doing competitive analysis or I can do that by doing semantic analysis and manual research. And so when you cross-reference; the punch line here is cross-reference the aspirational model against what you have and that's your gap analysis. So think about the outcomes there. I have gaps in this part of the bio journey. I have gaps, I have blind spots I don't ever cover these topics. I have blind spots here blah, blah, blah. I also have ranking gaps where I have striking distance keywords like I'm on page two that's that the SEO trick, right? Go tell them to update the pages where you're on page two and they'll go up a little and hey you did your job. So but if you weave that into this type of semantic analysis; this gap analysis, your content strategy becomes 2, 3, 10x more impactful overnight. And so compare that to keyword gap analysis, think about the outcomes. You get a word out of it. You get a word where you're ranking 12th and you think you should rank 5th. Well, now you know why. And then you know what you need to do. And that's the secret here. It's get yourself out of just keywords; get yourself into the content that's needed to plug the holes. Chuck: So we don't know what we don't know so how do we figure out what the gaps are? Are there tools you can recommend? How do we figure this out? Jeff: Yeah. Well I think that they're certainly on it and they're obviously not just the ones I present with MarketMuse but there are ways if you want to see. You want to be able to look at using your analytics, using any off the shelf Search Engine Optimization suite whether you are a higher-end person in a more enterprise or kind of using an [inaudible 00:27:29.2]. Looking at those pages; again all of your pages trying to organize them or you're looking at you don't want to buy those things, you've got analytics and you look at something that can crawl and analyze the structure of your site like a screening frog or a [inaudible 00:27:45.5] or a solution like that. Get a true understanding about your site and what it's about. What are the things where every time you publish it it's a winner or more of the time versus what's the stuff where you've been tilting at; aspirational goals. So looking at that or even looking at just traffic and revenue versions by section or by page type or by publish state because last year this was under this person's management this year this is under this person's management. Just a combination of this basic information from analytics and page-level data from a [inaudible 00:28:23.7] can get you at least started. And just to start thinking critically about your content inventory. A solution like the MarketMuse obviously is going to give you the sniper rifle to say go write this page, go fill this gap. But even if you if you're just looking to get kind of a basic understanding it can be easily put together to say gosh Chuck I don't know if we should publish any more articles about backgammon we're a chess site, it just hasn't extended. But when I write about you know particular defenses, we crush. Why don't we just lean into that? So you can make those types of decisions but then how do you get where we want to be a backgammon site. What are the ways that we can bridge the gap between chess and backgammon? How can we become more of an authority on strategic board games in general? So those are the types of questions that are out of this type of analysis, if you're real with yourself you stop publishing stuff that's not going to succeed. Try to figure out why it's not succeeding. That's where a person like a business like ours operates. But there's many out of an agency that knows the answer to these questions that can do that introspection that can do that analysis. But if you're analyzing your site I think it's truly to step back and say am I putting myself out there as an expert? Am I really showing it or was I chasing keywords? And it's always that oh man I haven't even thought about; I've just been looking up keywords, building lists, writing articles, keywords, lists, articles, keywords, lists, articles especially in the affiliate side not knocking always [inaudible 00:29:58.8] so much. It clearly comes out of a keyword list. And then I wrote the article some of them get linked together. Some of them don't. It's not leaving the web of somebody who actually knows their stuff. A great example of this; I've got uprise for every product in the world prices or reviews combination; bottom of funnel. That encompasses my contact strategy against this topic. It could have helped with that and then people wonder why they get hit when there's a quality change in the algorithm. It's because they're looking for that thing. They're looking for that stuff. You haven't told the story about buying that thing. Why are you the expert on pricing it? It doesn't make sense. And so that's the thing that; think about; get out of these search engine optimization shoes get into an editorial shoe. Hire an expert to say hey if you were writing an inventory of content about sound bafflers what would you cover; what are the things you need to know? And then cross-reference that against your stuff. Obviously, there's ways of doing both of those things taking technology like what we do. Chuck: So let's talk about that I know we don't want to like hardcore pitch your product but you have a great product that I think is a lot of value to a lot of people. So let's talk about like how your product can help and maybe even hit it as like these are the things that my product can do and some of the stuff people can do without the product so they could do it on their own but you're offering a service that makes it a lot easier. So let's talk about that. Jeff: So if I'm going to assess the value of a site; for example, if I want to see where there's areas of opportunity to create content or update content and be more successful. If I can get that hit list immediately and go execute on those plans; really move the needle quickly, that's a direct value of what one of the components of MarketMuse Suite. So MarketMuse Suite is a collection of; a combination of an automated content inventory and content auditing solution. We'll also take it to the next level and say after you build; after you say I want to create this page or update this page we'll build a comprehensive content brief for your writer. So it acts as a blueprint or an outline or a brief if you're familiar with what a brief looks like. And it tells a story so that the writer can be creative. So that the writer can research imagery; so the writer can research their sources and doesn't have to worry about is this thing going to have success after I hit publish. So many writers the anxiety they have; this is a huge pain point in the writing space is am I doing my keyword research correctly. Ask them. I mean that's the part I don't know. That's the part I really don't care about. I'm speaking from their standpoint. So take that mystery out of it. Take the SEO mystery out of it. Here's the outline we need you to follow. Be super creative. So we answer that question with that side of MarketMuse. We also have some point applications for doing competitive analysis so I can look at any search engine result page and understand who's got great content; high quality, who's got weak content, what are the gaps. And if I were going to put out true best in Class content on this specific intent, this specific topic what would it look like getting into the gritty details. Chuck: So what are some of those details? Jeff: Yeah. So what are the concepts that need to be included, what are the variants to consider, what are the questions to ask, what are the questions to answer, what are the internal linking; things you should do to internally link to other pages to tell the story that this isn't an orphan page on left field that actually weaves into your existing inventory and then grading your existing coverage and understanding how to interweave and to weave those things together. I have this great page; the one that you talked about, the news one, I want to make sure that it's linked. So all of those things we have point solutions so you can do a one-page analysis and get recommendations to improve it. You can get that one-page analysis and recommendations to make it equal to or better than your competitors every time and go head to head or against the whole field; questions and answers analysis, internal and external linking recommendations, and then we have for premium; one of our premium offerings is the newsroom solution specifically for Google News optimization. So basically the story is what should I write next, can you give me details as to how I would execute that so that you're getting me as close as you can to publishing? And then for all of my adjunct workflows; this specific analysis, this one-page analysis, we have applications to solve those specific goals to say okay why is Quiet Light Brokerage beating me for this topic? Is it because of quality; MarketMuse will tell you. Is it because of links and they have a worst page? Darn, they're more authoritative than me; what do I need to do? I need to go write a package of content. Tell me more of the story that I'm the expert because I don't have that off-page authority. So no matter where you sit it's giving you the advice as to what those next steps should be. And that's kind of the spirit of what we do. Chuck: So one of the examples I've heard you say before is like you're writing about a specific topic blue fuzzy widgets, everybody who writes about blue fuzzy widgets also includes pink monkeys and if you're not writing about pink monkeys then you clearly don't know about blue fuzzy widgets. You're not an expert. So maybe can you talk about that a little bit? Jeff: Sure. So our core technology is built on it. It's a topic modeling technology and it tells the story of what it means to be an expert on a concept. So it tells me by analyzing in some cases hundreds of thousands or millions of content items that people who know a lot about blue fuzzy widgets also know a lot about pink monkeys and so if you write about blue fuzzy widgets and you don't include pink monkeys you're not telling the story that you're an expert. So often in the market people have just looked at like the top 10 results to do this assessment. For so many reasons that I could get into there's a great article online called TFIDF is not the answer to your content and SEO problems and it goes into detail of each one of these logic challenges that exist. It's great for information retrieval. It's been around for 30 something years. Obviously, it's still being used. The challenge though is don't base your business content strategy and thousands of dollars of investment on that. And so what we were able to do is to say that but we're also then because we're analyzing so much data we're able to say that well guess what the top competitors aren't talking about orange donkeys and it's very relevant. That's a way for you to differentiate yourself. So you're covering the blue fuzzy widgets, your covering the pink monkeys but then you're going to differentiate yourself by also illustrating that you know all about those orange donkeys and that's what makes you special. And how does that drive back to true expertise? In this, we see constantly being successful with the best content strategies. They're writing about the table stakes content but they're also illustrating that they really know this stuff. And I always use more detailed examples but a cool one I always use for content marketing is a lot of people that write about content strategy don't talk about buyer personas. They don't talk about target audience. They don't talk about the roles on a content strategy team. Do you know why? Because they're chasing keywords. And if you can look at a search engine results page and go ooh, they're chasing keywords, there's my opportunity. Even if they're 9,000-word articles by HubSpot if you can find gaps in their game you can really take advantage of that and you can punch above your weight. And if you can pop a page that doesn't have as much traditional off-page authority link profile to build that beautiful cluster you can start ranking with undersized off-page pages and sections. And that's niche hunting. That's what the niche hunters talk about. That's what the UN fencers of the world; that's what they're really focusing on. How can I punch above my weight with undervalued off page sites? That's the way you get there; great content illustrates that you're an expert every time. Chuck: So we're thinking; traditional people when they're thinking about articles they're doing keyword research they're finding those low difficulty versus high search volume relative and then they're just going after that but what they're missing is just because people aren't searching for a specific word doesn't mean that it's not important. Jeff: You shouldn't have it in there. Chuck: Right. Jeff: Oh yeah. Chuck: Or specific words within content that you need to have to show you're in authority even though people; the average Joe may not be searching for that. Jeff: Exactly right. And that is the funniest thing about to watch the evolution in this market. When we first launched four years ago everyone when they would see a list of topics; this is the most interesting thing I'll say today, four years ago they used to look at that list and go why isn't it sorted by search point? And I said because that's irrelevant to what we're trying to do here. We're trying to tell you what it means to write that golden article to be an expert. Why does it matter what search volume is because you're so ingrained to use volume and PPC competition which that's another story for another day; crazy. Why don't do it? By the way, I'm not correlative to organic competition. I can get into that in a second but they're so ingrained; heavily so ingrained to use search volume as their North Star. They want everything to have search volume next to it so they can sort by it. So if we sort by that and then you discredit the stuff on the bottom, that's bananas. You're thinking about this from a content strategy perspective or from an expertise perspective. And that's what we see time and time again. Fun fact and I think you've heard me speak about this; it's totally exploitable. If you see competitors who clearly take topic lists and sorted by search volume you can; we usually call it chopping down a tree, you can chop down the tree. Every time it works because they have this strategy gap. You can predict what they're going to do. You can also chop down the tree in areas where they have blind spots. They will never fill them because they're using search point as a North Star. And so another way to say it is stop using that four square; that volume competition, you've all seen it. Alright, let's try to find those low competition high volume words. Sure those are great. Lean into those but that's not the whole picture of how you should write your content. Because the last thing I'll say about this is if you have no content at one stage of the purchase cycle and you think that you're not at risk with having content at another stage you've got another thing coming. It's going to catch up to you. Someone is going to fill that. Somebody is going to fill those intent gaps and crush you. It's just common. And we see it with publishers that have been resting on the laurels of their powerful content. They're just getting their tail handed to them by real content strategies every day. Chuck: So what are some quick wins you think people can have? Like okay, I have a let's say a site about; I don't know, let's just say a general content site, you pick the topic. What are some real quick wins I can get? Jeff: I like to call them one-page plans. So I'm going to find a page of interest. So something that's special about my site and maybe it's a small collection of pages. This is my page that's for some reason it's special. It's really long form, it's beautiful, it converts very well. Chuck: Are we defining special meaning like it's already getting traffic or I just think it's pretty? Jeff: I like it and it gets me some KPI that I think is legitimate and is giving me value. So it could be traffic already. It could be rankings that I am already getting; it ranks for lots of words. So that's a signal of comprehensiveness. A quick win could be to look at what that page is ranking for and pick out the words; this is using SEM Rush; using that to pick out the words in that list that the page doesn't actually satisfy the user intent for rewrite those pages; quickest win ever. So that one-page plan I rank this; I'll use a great example. Content Marketing Institute; I love that site, they have a wonderful page on LinkedIn profiles. It dominates LinkedIn profile marketing. They also rank for marketing profiles, not very good. And the site; the page just covers LinkedIn profiles. It doesn't cover generally marketing profiles. So they could beam their other zoom higher and now cover marketing profiles in general and write about other marketing profile presences as a cluster. All boats are going to rise. So you do that exercise, a quick win every time. You can find it. We call them content mismatches or unaddressed intent plants; always a win. You can always find one on your site because you've probably got pages that rank for hundreds of things. No one page can answer a hundred things beautifully. So when you go write that page people are like won't that cannibalize? No. I mean [inaudible 00:43:23.2]. Do I have to explain myself no? Chuck: So the key there is again you've got that one page; it's linking for a lot of words, you've got tons of words, you'll pick out the few that it's not ranking well for and then you'll link through that keyword to a new article that is specifically about that content? Jeff: Or expand it if it's a fit. If it's not a fit writing new but the key is it's not just that it's not ranking. I mean if it's not ranking for that's important but it could be ranking reasonably but not satisfying like user searches for that on Google and then they land on that page and like this sucks this isn't what I wanted. So if that intent mismatched so can you correct that and improve the page or do you need to do that in a new creation motion? So that is a tried and true technique. That's a recycle, recycle, recycle. Inside MarketMuse you just press a button and it tells you those plans which make life a lot easier obviously but you can do it. It's just that manual labor to use that one technique. And if you ask me for a quick one it's always a quick one. Look for that hundred word or more ranking page, find the word that this; read the page. You'd be surprised how many content strategists and CEOs don't actually read their sites; it's amazing. Read the page, know what value it has, and does this page get people to achieve that value. It can also be done on the back end. Andy Crestodina who works at Orbit Media; he is an expert in Google Analytics and content strategy. He wrote a book called Content Chemistry. Inside his analytics book; parts of the book, it shows you how to do this in Google Analytics by looking at exit rate and engagement gaps. So you can do it there or you can do it from keywords or any other ways but those are some quick ones. Look at your worst exit rates. So many people don't break those down by; they don't cross-reference those two things. So they've got a page, this thing is broken it's 90% in exit rate. Go back to the words that are driving the users to that page. What if all of them are out of alignment? You can just flash the content double engagement overnight. So there's so many wins that you can do with just a quick one-page plan analysis. I like to say pick one you like, get started, put few wins on the board, prove it out, and then decide is this something I want to get serious with and invest in technology that can support it. Chuck: I got you. Now when I started first looking at your product a couple of years ago and seeing kind of the wonderful amazing things you were doing, it was at a price point where I actually kind of like when high price points because it keeps; on really good things it keeps other people from being able to do it. But I guess you just launched a new price point for a self-service. Jeff: Yes. It's actually something we've been looking forward to doing. And we are a mid-market enterprise large publisher; people who have really invested in content that's traditionally been our target market. Chuck: Could you give an example of some big players that you work with? Jeff: Yeah sure. I'm trying to think of who's on this site. G2 Crowd is a customer and they're on there; we work with divisions of the Walmart Corporation, Home Depot, large e-commerce but also just great publishers. Business.com; love them so there's a lot of people who are publishing content. A lot of people I can't name and I wish I could. But if you type in MarketMuse case studies you can find a cool example from Tomorrow's Sleep on that one and how their site grew from 4,000 to 400,000 in a year with their agency that works with us. So that was always a big focus of ours. It was make sure that they can write content. Make sure that they can update content, that they've committed; they actually believe content can get them there because then life's going to be a lot easier for everybody. But we then also said let's look at the mirror. I'm always about looking in the mirror and look at the demand that we have. And so we really looked at who's coming in the front door saying we want to be MarketMuse customers. And right now having made that case internally or I just I'm not a profile of a customer that can spend tens or in some cases hundreds of thousands of dollars on software. And so what we did was we right-sized for a specific target market, we right-sized a self-serve offering. And there is also a trial experience that everyone who's listening can go to the site. Go to MarketMuse trial. Go to MarketMuse, see the trial and you'll get an experience with your data; we've actually set this up so you can use your site, optimize a page, create a content brief, update some existing content like I mentioned, get that content brief and then there's also a special workflow baked in there that'll amaze you that I'm not allowed to explain but you'll see it when you get there. But you can do a competitive analysis, you can update a page, you get a content brief; by the way, take that with you it's free and make that decision of whether you want to become a MarketMuse Pro customer which is our self-serve offering at 499 a month. Quiet Light Brokerage Podcast listeners have a promo which Chuck will include in his notes which gets you a discount there. Or if you're a larger team, if you have four writers, if you write 10, 15 articles a month it's going to make more sense for you to be in one of our other packages; a bronze, a silver, or a gold, or a higher offering. So it gives you an understanding about the value that we provide, the opportunity to buy, to see if that's a fit, or to immediately recognize oh gosh this is what I need for all of my content items. I need one of the larger offerings. So the experience we typically is that people find the right car on the lot. Or they begin using and saying oh wow I need more of this. I was successful with the first thing I did. I know this makes sense. Making your content higher quality, that's the fun part about being in Market Muse; it's you never look at it and you're like oh man I wish I hadn't made that page better. You're always on this ongoing quest to do a better job, write better content that resonates more with your audience. And that's what we do every day. Chuck: Awesome. So to wrap this up I always like to ask people could you give us a few random tools not really related to what we're talking about but just things you like to use in your daily work or just regular life. What are some of the hacks you may have? Jeff: Man, there's so many. I love this. So a couple that I use, when I had some personal time management issues I tried everything. I tried boards with; con bomb boards and everything. And one thing that helped me analyze where I was spending my time was called Tomecular and it looks like an eight-sided dice and you put stuff on it. And as you're working on stuff you move the dice around and it seems so; maybe it's because I like touching things like that but it really gave me an understanding about where I was spending my time and I fixed some stuff within MarketMuse like the business organizationally just from that information. So that's cool. I love Boomerang. I think it's a beautiful solution for making sure you don't forget stuff if you get a lot of e-mails. It's a really good productivity tool. Chuck: Before you move on from Boomerang I think Google now have something similar built-in where they have the… Jeff: They have don't let me forget this. Chuck: Yeah. It's like a little reminder you can set for different dates and it comes back in. Jeff: Yeah. Boomerang has some features that I'm so used to being able to set and forget things pause so I don't know if Google's ever going to pause Google so that's something that, but I like Boomerang. It's not that expensive. You do need to watch your SaaS subscriptions though. That's another story. Another one I love, love, love, love is Full Story. Full Story isn't; they keep going a little bit a little more expensive each time you look at them. Good for them. It's like having a DVR on every user that ever comes to your site. You can watch the experiences; obviously anonymized but you can watch their experiences, build pattern matching, look at segments, and really get an understanding about why people are doing things. I mean I think that that's really valuable. Chuck: It's kind of like what is it Crazy Egg? Jeff: It's similar to a Crazy Egg but it's more of like a heat map reporting. They've got this capability and a handful of other solutions that are out. I just think Full Story has this like really robust like I can go in and I can find users that went through this specific sequence and just watch all the sessions. I mean so many times. Just learn from that to really tell a story and it really is powerful when you are already doing a new multivariate testing to really catapult that into the next level. I mean if I told you what conversion rates we have you'd blow up. But yeah I mean you really have to think critically and fly the flag of your customers so that when you do get these solutions they don't just sit on the shelf. I mean my goal every day is to make sure that the next article that every one of my clients publish is more successful than it could have been without us. And I think that comes through in our online messaging. It's not just that we're this secret weapon of the elite agencies which I know for a while that's what we were. It's that if you use MarketMuse your stuff will do better more consistently and then I will be happy. And if it does not happen then I and our entire team will not be happy. And we hope that our messaging comes through and we couldn't do it without these other solutions that we work with Full Story, like Pendo; Pendo is a beautiful thing, and some other metrics, some other things we use to really dive deep into our customer experience. Chuck: Awesome well I appreciate you taking the time to talk with everybody today. Is there a way that people can reach out to you or the company? Jeff: Yeah, absolutely. So MarketMuse.com, Chuck's going to post a promo code that's for the MarketMuse Pro self-serve offering as a discount. You can email me directly Jeff@MarketMuse.com, Jeffrey_Coyle on Twitter. I'm pretty active. LinkedIn, please. I typically don't say no unless you've sent me a weirdo request that tells me in an unreal way that you like my profile and you'd love to connect. If it's clear that you bought or sold a website before in your life I'm probably going to connect with you and want to talk in any light. So yeah please reach out and go check it out. We have a lot of content. I have a lot of; this conversation is like this throughout the web that I think can really level up your game and give you the ability to assess deals quickly without just hunches. You got to go with your hunches but it's nice to have hunches and data. Chuck: Yeah for sure. And a quick pro tip from me, if you're trying to get somebody to accept your LinkedIn profile and they don't know who you are, write a message. Don't just send the like later. Personally, I feel like if I've LinkedIn with somebody and I'm connected then I'm somewhat vouching for them so I don't just accept random LinkedIns. Like, everybody, I've accepted for the most part are people I've actually met in person. But then we go to these conferences and somebody sent me a request and I don't remember them so it's like just send a little message with them, take the two seconds to write. Jeff: Yeah, and make it from the heart. We can smell of that. Come on. I think MarketMuse is cool. Oh really do you? I do too. So I guess we are connected I love the thing but you know. Chuck: There you go. All right well I appreciate your time and thank you, everybody, for taking the time to listen and see you soon.   Links and Resources: MarketMuse MarketMuse coupon code (mentioned in the podcast): QLBMM Email Jeff Twitter LinkedIn

更多英语知识，请关注微信公众号: VOA英语每日一听Todd: When you were going down the Amazon did you see any wildlife? Lots of animals?Jeff: None! We didn't see any. We didn't see an alligator. We didn't see a monkey. We didn't see a snake.Todd: You didn't see one snake?Jeff: Nope. The villagers... I think they hunt animals for food, for their food, so I think the animals know and they stay away from the side of the river. They stay away from the villages, so if you want to see animals, you have to go further into the jungle, but it's very dangerous and it's difficult, so we didn't go far from the river's edge.Todd: Oh, so you never ventured in the jungle.Jeff: You can't. You really can't. It's too thick. You need a machete to hack your way through. You need someone who knows where they're going. A guide with you. It's not... you just can't go on a nice walk in this kind of Amazon jungle. It's dangerous, it's difficult.Todd: So, how many days did it take you to get down the river?Jeff: I think it took us, say, fifteen days.Todd: The distance wasn't so far. I was only I say 300 kilometers but the canoes go straight down. There wasn't any public transport. These canoes were just transporting good from one village to the next, so we had to wait until a transport canoe came along, and then we just hitched a ride to the next village. Wait there for a day or two and then hitch a ride to the next village so a very unorthdox kind of travel. No tour buses. No trains. No taxis. So...Todd: Well, that sounds like a pretty amazing trip.

更多英语知识，请关注微信公众号: VOA英语每日一听Todd: When you were going down the Amazon did you see any wildlife? Lots of animals?Jeff: None! We didn't see any. We didn't see an alligator. We didn't see a monkey. We didn't see a snake.Todd: You didn't see one snake?Jeff: Nope. The villagers... I think they hunt animals for food, for their food, so I think the animals know and they stay away from the side of the river. They stay away from the villages, so if you want to see animals, you have to go further into the jungle, but it's very dangerous and it's difficult, so we didn't go far from the river's edge.Todd: Oh, so you never ventured in the jungle.Jeff: You can't. You really can't. It's too thick. You need a machete to hack your way through. You need someone who knows where they're going. A guide with you. It's not... you just can't go on a nice walk in this kind of Amazon jungle. It's dangerous, it's difficult.Todd: So, how many days did it take you to get down the river?Jeff: I think it took us, say, fifteen days.Todd: The distance wasn't so far. I was only I say 300 kilometers but the canoes go straight down. There wasn't any public transport. These canoes were just transporting good from one village to the next, so we had to wait until a transport canoe came along, and then we just hitched a ride to the next village. Wait there for a day or two and then hitch a ride to the next village so a very unorthdox kind of travel. No tour buses. No trains. No taxis. So...Todd: Well, that sounds like a pretty amazing trip.

Jeff & Will talk about their upcoming trip to New York City for the Romance Writers of America national conference and reveal the news that they will be among the presenters at the RITA Awards ceremony on Friday, July 26. Will reviews The Masterpiece by Bonnie Dee while Jeff reviews a book Bonnie co-wrote with Summer Devon called The Nobleman and the Spy. Jeff interviews Michael Vance Gurley about his new YA steampunk novel Absolute Heart (Infernal Instruments of the Dragon #1). Michael discusses the inspiration behind the story, what he did to build the world it takes place in and what he hopes for the trilogy. He also talks about what's coming up next for him. Complete shownotes for episode 198 along with a transcript of the interview are at BigGayFictionPodcast.com. Interview Transcript - Michael Vance Gurley This transcript was made possible by our community on Patreon. You can get information on how to join them at patreon.com/biggayfictionpodcast. Jeff: Welcome Michael to the podcast, or back to the podcast I should say. Michael: I'm super excited. Thanks for having me Jeff. Jeff: Yeah. We were talking before I hit the record button that we last had you on in Episode 42 and now we are at 198, it's kind of crazy. So like you did the first time we had you on, you've come up with a book that I didn't even know I needed to read when I first got to read it. So you've got this YA book called 'Absolute Heart'. It's the first book in the 'Infernal Instruments of the Dragon' series. Tell everybody what this is about, both the book and the series behind it. Michael: 'Absolute Heart' is above all else a steampunk book. It's an adventure set in a world where clockwork powered England - in 1880s Victorian era England - is at war, a sort of Cold War, when we first pick up the series, against the Magically Powered Ireland who's been kind of besieged by the Brotherhood of the mage. It's a clock. It's a warlock group that is sort of made the queen subservient to them in ways you have to find out when you read it. And it's really the story about two boys. Gavin the high councilman's son from England and his friends, following him when he has these terrible secrets - he thinks they're terrible - and when they're found out he could be executed for them, for at least one of them. So he does what all teenagers do when they have something awful happen and they think they're gonna get trouble, he runs away and his friend, his best friend Landa who's an art officer, which is a mechanic, a computer engineer and she's a powerful female character that I'm really proud of. And she has his back and challenges him and calls him foolish when he's foolish and she goes with him and some other people who have their own agendas on this quest. Then the other side, the Brotherhood, sends Orion of Oberon who is a young warlock of immense power because he's the nephew of the ailing Irish Queen. They send him off to get the most powerful weapon in the world - the dragon stones and there's a lot of mystery and history about the dragon stones and what they are and what they can actually do, but they want them to end this war in their favor. So of course they have a meet cute, or at least I hope people think it's a meet cute. They have to decide like, are they going to get together? Will they/won't they? Of course, there's the will they/won't they thing. I'm really excited about the steampunk adventure and it sets off and is set to be a trilogy so I'm really excited about that, and hopefully people will like it - the inclusion of fairies and the air steamships and all the wonder that is steampunk. Jeff: Steampunk it's so not really anything I read... I dabble in it periodically, but something about Gavin and Orion and the bad ass friend you gave Gavin. Full disclosure to the listeners, I read a very early draft of this. You have a lot going on in book one, what you've parroted back now, into a more condensed story, but how did all this coalesce and come together and what was the inspiration? Michael: You really should pat yourself on the back because your viewers should know that you read an early ARC and gave me notes, and edited, and really kind of dissected it for me - like, wherever it was messy you, like a good editor said, "That's messy." The research starts with reading steam punk books and reading a lots of YA, which is of course a terrible addiction of mine. In reading all of that steampunk and finding those characters that you like, and you want to write about - because I use Scrivener, you have the photo option to put your vision of the characters, the places, the ships - you put photos in there and I work with a split screen so I can always reference that, so I never really lose track of it. But yeah, it was great looking into all that steampunk stuff and going into like Cassandra Claire's 'Clockwork Angels' series or Scott Westerfield's 'Leviathan' series. And if I can get even a little bit of that spirit I'll be really happy. But it starts with loving steampunk. You really should write what you know and write what you love. I've never been an airship captain but I love reading about them and I love that whole idea. And you know, thinking about like 'Leviathan', that series has a powerful gender bending quality to it, with the girl because she has to, dresses like a boy and acts like a boy in order to have a career - and I love that. I hope I've engendered Landa with that a little bit as well. Jeff: What went into creating your world of magic in Ireland and steam power and clockwork in England, because there's so much that you can pull from to create the steampunk universe. What was your decision to make these things your universe? Michael: Steampunk is - one of the amazing things about it is, an amazing thing about worldbuilding as well, is you can go with historical fiction. You know, like my first book and it's wonderfully creative but you're also stuck with... you can't lie. It's historical fiction, you can make up characters and you can make up some things, but really if you get too far away from reality, people stop believing in what you're writing about with historical fiction. At least I think so. I stuck with the roaring 20s pretty well and that kind of thing. Steampunk is like a little bit to where you're in the 1880s Victorian era. But then you have these advances and you can get creative and wild and all of that. A lot of that came from traveling for me too, like I've traveled to Ireland and I kissed the Blarney Stone, which of course means I'm full of B.S. I guess, the gift gab you know. And then I went to England and I went to Stonehenge and I played around amongst all of the hinges there, because that's where they keep them, and how a lot of fun. And the idea of the magic stones and power and Irish magic and castles - and then of course the troubles with the war between Northern Ireland and England - and I just rolled that back 40 years or so, and brought all that magic and the Stones and the power, I brought all that together and that's really where the idea came from. I also wrote a comic book like 20 years ago that had a lot of the fantasy stuff in it and it never got published but I tweaked it and changed it throughout the years. You can almost say that this part of this book- the backstory, the fantasy magic side - is about 20 years in the making, which I guess makes this a labor of love. Jeff: That's very cool that it goes back quite that far. Michael: Makes me feel old saying it out loud. Jeff: You could have had the idea when you were 5 or 6. What do we have to look forward to as the as the trilogy progresses - without obviously spoiling anything necessarily - but what can you kind of hint at about the story arc? Michael: Well, you know I'm a big fan of sci-fi, and Steampunk is really an offshoot of sci-fi in a way, or vice versa I guess. But, you know 'Star Wars' originally was 'Star Wars' and then they added 'A New Hope' to the title when they were like, "Well, you know Darth Vader is still out there." I mean, you know they gave Luke and Han Solo some medals. But, you know, then you get Darth Vader out there. So I love that idea of there's always more. If you look for it, if you see the little bits, like there's actually Darth Vader and an emperor... we're still at war guys, so come back for 'Empire', and guess what, it's going to get darker and worse and that's really kind of what's happening here - the book sort of gives you an ending but - and I think so does every book [in the series]. It has an ending, but it really isn't. If you're reading it, you know there's a lot more that's about to come down, and we might lose some people along the way, and maybe find some new people that you love, who's together might not always be together. Jeff: So with everything, between the magic and the clockwork and the steam and everything, your story, your book bible for this must be huge. Michael: I used this great British author named Ellen Gregory who did some high seas adventure, and she read an early Edit 2 and gave me some criticisms - which I kept calling British-isms - and gave me some pointers in that, and we were joking about that too, that I have one hundred pages on the parts of a ship... hundreds of pages and you could just bore people to death writing about that. It's like giving that little bit to make it believable, and make it feel fantastic or whatever, and then let it go. And then I just use that incredible knowledge about mid ships and jibs at parties. I can talk about all that stuff at a party now, but you don't put too much worldbuilding in, but it is fun. I do have lots of stuff, like when I'm writing, there's fairies in the book and I did so much research about Oberon, the king of the fairies and all that history. And then my amazing editor Dawn Johnson at Dreamspinner/Harmony Ink - I mean the whole team has been amazing, and each person has challenged me. Which is really part of the deal, you have to kill your darlings right? You have to allow some of your characters to change with some of the professional feedback. And so, anyway, I was able to use that research and pull it in and I still miss stuff, and some of those editors were like, "Hey, you know the name of that person? Shouldn't it be this, for this reason historically?" I'm like, "Yep, I don't know what I was thinking." You know, And so it really takes a village, you know. Jeff: What do you hope people get out of this book? Michael: What I'm hoping to get out of it is enough people interested to get a whole trilogy out of it and to get an audio book. I really want to hear this story come alive - the swashbuckling adventure come alive. I hope people get entertainment out of it. I hope they feel empowered and maybe challenged on their beliefs a little bit, which is, you know, a lofty goal. And it sounds like hubris to say it, but I hope people read it and see the LGBTQ+ world is just like everything else. It's steeped in mystery, and history, and great characters with amazing depth, capable of heroic acts and terrible evils, and everything in between. You know, some people will write a character and be afraid to make the gay character or the trans character do something horrible, but that's wrong. They have to do everything that everyone else does in order to make it real. And so I'm hoping people will forgive me if I do something horrible to a character, or make them do something terribly wicked... you know, mustache twirling - and not, of course, hate the straight characters that do bad things as well. Jeff: Right. Now, you kept a lot of this book in your family, in some ways too, because your husband Jason Buren did the cover and interior art - and the cover is gorgeous. Michael: Thank you. I love the art. Jeff: How did he come to get involved in it an what was it like collaborating with him on those elements? Michael: Well, Jason's an amazing artist and graphic designer. We actually worked on the first one together and we worked on comic books together and what I realized through it - honestly working with Dawn and the great editors, kind of makes you realize some things - you have to back up and state your vision. Say what you want. Show covers of things you like, and things you don't like, and then not micromanage it. Because then what you're going to get is my artistry, which I'm a writer you know, not technically a graphic artist. So you really get your best work if you let the artist kind of figure it out and that's what happened. I let go of the reins of both books and I think that the covers are amazing, if I do say so myself. I think this cover is so exactly what I wanted to be, and I was unable to say it out loud. And that's what a good artist should do in the interiors too. I wanted so badly to have chapter art and I know that people don't have to let you do stuff like that, but [my publisher] Dreamspinner was so amazing. I pitched this idea of clockwork meets fantasy with the Dragon Wing and the clockwork gears together So I'm so excited to show some of that together with the dragon wings with the mixture. Anyway I'm so excited and geek about it. I even got a little gears as text breaks in the art, in the books, it's really fun. It's really gorgeous. But you, know let go and see what happens. That's the idea. Jeff: When you were here in Episode 42, we were talking about a historical m/m hockey romance called 'The Long Season'. This is a total departure. Unless you can talk about the fact that you're dealing with historical times. Had you always seen in your career switching genres so completely? Michael: You know that's a great question. I want to challenge myself to do something completely different every time. And so, like being a new writer, writing historical fiction was crazy. That's too much to take on. I said, "Well, whatever. It's a labor of love, you know?" So then for my second novel, a trilogy? Themed like science fiction? Like, "Oh you're crazy, that's too much. You're not going to handle it." And who knows what we'll see. The first one got picked up, thank you Dreamspinner and I'm super excited about it. I want to challenge myself and I love that genre. So I say, let's do something completely different. People ask me about doing a sequel of 'The Long Season'. We're doing another hockey book. You know, I'm really proud of the fact that I wrote a character, Maggie in 'The Long Season' who was Brett's best friend. Turns out Bret's best friend started off with John Paul, which I'm really proud that people want a Maggie story and I think that's amazing. Who knows when that might happen. I might do that. My grandmother certainly, when she read it before she passed away, she said it can't end here and she's right... another story. And I did all that roaring 20s research... who knows, I might go back, but I want to challenge myself to do something different. I could write another hockey book because I love it and I love the whole romance side of it and who knows. Jeff: I was thinking you need to find a way to introduce hockey into the Infernal Instruments universe. Michael: I mean, there might be some sports related in there a little bit, but like medieval hockey? That would be fun. I mean the 1880s isn't too far away from Lord Stanley, so they could theoretically run into Lord Stanley somewhere. You know that can happen. Good idea. Jeff: Do you foresee more in this universe, potentially if the if the trilogy works out and is successful? Michael: Yeah. I mean, you know, I think it's set up perfectly for a TV show. That's huge right. But I've even thought about - I have a friend who's a game designer and I even thought about... man, that would be amazing. That whole steampunk idea is a huge world and you'll see in book two, the world's even bigger than you see in book one because it's a world at war. It's a world half conquered by clockwork powered England and half conquered by magic powered Ireland. So everywhere you go France, and Germany, and Africa, and potentially the United States. Are they even the United States? It's a huge world, so the stories could go anywhere. You know I think of like, Gideon Smith books. 'Gideon Smith and the Mechanical Girl' I think the first is called. They, at some point, they end up in an airship going to the United States, and the Wild West, and Egypt, and all kinds of things. Steampunk is open. Jeff: I hope that just keeps going and expanding. So what's coming up next for you? Are you done with book two or are still writing on the trilogy ,and can you look beyond this first trilogy? What's next? Michael: Well, interestingly enough, it goes back to your last question. Books two and three, the trilogy, has a beginning, middle, and end in my head. Of course there could be more after that, much like 'The Long Season', but in my mind I've already started about halfway through writing a third completely different genre book, challenging myself with something completely different, which is a contemporary YA book built on my travels to Antarctica. So it's a YA, two young people who meet and fall in love on a cruise to Antarctica. Sort of a travelog and what happens, and the interesting things, and people, and penguins that they see. I won't give away too much, meaning - that's what I'm in the middle of now. Jeff: That's exciting. A little something new there. Again, totally disparate, but you mentioned what you want to keep mixing it up. Michael: So yeah. And we'll see how that works out. I'm working with a gender nonconforming character, which is really new for me, it's taken lots of research to get intersectionality in the forefront of the book, you know not as a ploy, but as a reality of the world that we live in, and people that need representation. So I'm really excited about that. Jeff: Hurry up and write that please. Michael: All right. Hopefully, if you're willing, you'll probably see it before anybody else as a proofreader. Jeff: What's the best way for folks to keep up with you online, to keep up is as 'Infernal Instruments' continues and this new contemporary book starts to take shape? Michael: If they go to my full name - MichaelVanceGurley.com. Go on there and there'll be links to my two book sites and to my Instagram, they can go to Captain Rhetoric on Instagram and find me, that's where I write self-involved book reviews where hopefully people care about what I think about these amazing books that I read, and travel pictures, and just little bits like that, not too much of me, just sort of what I see about the world. I like to do that on Instagram and that's the best way to keep up with me. Jeff: Well I wish you the best of success with 'Absolute Heart'. It's been great to talk to you a little bit about it. And when that contemporary is done you'll have to come on back. Book Reviews Here's the text of this week's book reviews: The Masterpiece by Bonnie Dee. Reviewed by Will.The Masterpiece by Bonnie Dee is a makeover story with Pygmalionthemes in a historical setting. Essentially, an irresistible gay version of My Fair Lady. The story centers on a guy named Arthur. He is the well-to-do gentleman in this particular scenario and, one day, he's out enjoying the good life with his bestie, a guy named Granville. Occasionally Arthur calls Granville, “Granny” and it totally cracked me up. Granville believes very heavily in the British class system. Arthur is a little more modern in views. He feels that if a man has the wherewithal and can pull himself up by his bootstraps, he can achieve anything with his life, no matter where he was born on the ladder of social hierarchy. In order to prove their different theories, they set a wager, and that bet involves Joe the shoeshine boy. Arthur must make Joe a gentleman in six weeks. It is there that he will make his debut at the biggest party of the social season. Joe moves in with Arthur who is very glad that to realize that Joe is not only very smart and very kind, he is hardworking and interested in bettering himself. Joe is undertaking this particular makeover because he has dreams of owning his own men's shop one day - with a focus on finely crafted shoes. They get down to work and, after spending several days studying and learning which fork to use, they decide to get some fresh air. So they go for a constitutional in the park where they unfortunately run into Granville, who's like escorting some demure young ladies. Joe does very in his first unexpected like test. Arthur and Joe now realize that they have definite feelings for one another. Their next test comes during an evening at the theater where they unfortunately run into Granville yet again (this dude's everywhere). Granville has befriended a professor of linguistics, and Arthur knows that Granville is only befriending this schlub because he plans on bringing the linguist to the party to expose Joe as some sort of lower-class fraud. Joe handles the situation admirably. He's proving himself time and time again, but Granny is not going to give up. He makes sure that Arthur's family is invited to the big soiree, and his family comes to stay, making it nearly impossible to have any alone time with Joe. Finally, the big evening arrives and everything goes swimmingly. Joe is tested but everyone is really charmed and quite taken by him. When it comes to Pygmalionstories there is usually a point in the narrative where the Eliza Doolittle character has to wonder if the professor is in love with her, or the person that she's pretending to be. We kind of skip over that in this particular story because it's really obvious that Arthur and Joe are like completely into one another. What ends up happening is that Joe feels guilty, his conscious getting the better of him. All these lords and ladies and debutantes are remarkably kind to him, and he feels genuinely bad that he's pulling the wool over their eyes. That guilt eventually leads him to leave Arthur's house sooner, rather than later. Arthur and Joe try to figure out how can they make their relationship work, but they can’t. Even though they've essentially won the bet and they've proven their point, the fact is that the class system is still very much a thing and the two of them are from two different worlds. Joe packs his bags and leaves and Arthur ends up going to India. He has been convinced by his brother and his father that he has to finally grow up and take part in the family business. While he's away, Joe uses the money that he earns from the bet and opens his own shop. When Arthur finally arrives back in England, there's a big declaration of love scene because they realize they are both utterly and completely miserable without one another. And they both vow to find some way that they're going to make it work. I really, really loved this book an awful lot. I loved these two characters that Bonnie Dee created I was rooting for them the entire time. The Nobleman and the Spy by Bonnie Dee & Summer Devon. Reviewed by Jeff & Will.Jeff: Bonnie and Summer are both new to me authors. The Nobleman and the Spy, which I would call a second-chance romantic suspense historical, was a complete delight full of intrigue and some steaming hot sex. Solider-turned-British spy Jonathan Reese is assigned to keep watch over German Karl von Binder. Jonathan knows Karl all too well because during the war Karl spared Jonathan’s life. It doesn’t take much for Jonathan to lose focus on his mission and pay attention to the man who has come back into his life. He’s also aware that he cares too much for Karl to allow anything to happen to him, despite the fact that his orders as the mission begins are a bit mixed if he should allow the man to be killed or not. Karl, despite the forbidden attraction to Jonathan, tries to keep the spy at length, sure that he can protect himself. As evidence piles up though that there’s someone on Karl’s trail, the two end up working together trying to figure out who’s behind it. It’s a tangled web that I didn’t quite believe even as it was all falling into place. The resolution was certainly something I’d never anticipated as I tried to solve it as I read along. It was quite a thrill. I loved the feel of this book. In often reminded me of a childhood favorite TV show, Wild Wild West, which was set in the same time period of the mid 1860s. While this isn’t set in the American west with some strange characters as villains, the time period comes through loud and clear in a rich setting and how the characters carry themselves. I also liked how Karl and Jonathan recognized that they couldn't give in to their attraction but the more they couldn't give into it the more they really want to. And then when they got together it was so intense. Narrator Todd Scott I have to say does a terrific job with the entire story but the sex scenes…off the charts! Will: What really struck me and what I enjoyed the most is that it's essentially a bodyguard trope and it has all the different things that go along with that but in a historical setting. So it was sexy and it was fun and there's lots of adventure and action. I really enjoyed this one as well. Jeff: Calling out the bodyguard trope is really appropriate. But what makes it a little different, at least to me, is that Karl doesn't really want to be guarded. But Jonathan certainly takes that role because he keeps reinserting himself even where he's taken off the case. He wants to keep Karl safe at all costs. So, yes, we both highly recommend The Nobleman and the Spy by Bonnie Dee and Summer Devon.

Jeff talks about going to the reading and Q&A for Frederick Smith and Chaz Lamar's In Case You Forgot. The guys also talk about their recent trip to see the musical The Drowsy Chaperone starring Bruce Vilanch. It's a Heidi Cullinan double feature this week as Will reviews Nowhere Ranch and Jeff reviews The Doctor's Secret. Jeff talks with Jacqui Greig, the creator and editor of Blush magazine. Jacqui talks about why she created the magazine and what sparked her love of all things romance. We also find out about the books that she writes and how she encourages anyone who is interested to start an online magazine. Complete shownotes for episode 197 along with a transcript of the interview are at BigGayFictionPodcast.com. Interview Transcript – Jacqui Greig This transcript was made possible by our community on Patreon. You can get information on how to join them at patreon.com/biggayfictionpodcast. Jeff: Thanks for coming to the podcast Jacqui it is so great to have you here. Jacqui: My absolute pleasure. Jeff: So Will and I have loved “Blush” since the first issue came out and. Jacqui: Thank you. Jeff: I love what one of the things on the website that talks about you where it says “I may or may not have started this publication and in order to fangirl my favorite authors without getting slapped with a restraining order.” Jacqui: Pretty much. Jeff: Which sounds so awesome. It’s like a mission statement. Jacqui: But it’s so true. I used to finish reading a book and then I just I loved it so much that I wanted to be best friends with the author. I wanted to know everything about them. I just you know wanted to delve into their heads I guess. And that’s kind of what “Blush” lets me do. Yeah without getting hit with a restraining order. Jeff: We feel the same way about the podcast it’s so great to just dive in with these folks. Jacqui: Yeah absolutely. Jeff: Tell us a little bit for our listeners who may not have discovered blush yet. What is the magazine kind of all about besides obviously of course romance books? Jacqui: So essentially, it’s an online magazine for romance readers. So I just wanted something that was specific for people who read romance and there’s already so many amazing blogs and podcasts that I just thought a magazine would be a fun way of getting that information across. And yeah. So it’s kind of interviewing authors, looking at the different books that are coming out at the moment, the different trends in the industry. I’m calling it an online digital platform. There’s even things like I imagine what a particular heroine in a book would wear. And I based a fashion page on that. So it’s just kind of interpreting the romance genre in different ways. Jeff: It really is because you go so much further than a Book Review blog or like what we do on the podcast because you do have, as you mentioned, the fashion thing or I believe in June it was the ‘book crush’ with Jamie Frazier which everybody can have that crush, right? Jacqui: Right? Jeff: There are elements of reviews that work their way in, but then you do some dives on the industry too, or talking about tropes and such. Jacqui: Yeah. I think that’s probably my background in journalism as well. I used to work on magazine in Sydney. I worked in a travel magazine and on a hair magazine of all things. And then I started my own magazine, a women’s lifestyle magazine, which was print – that was more than 10 years ago now. So the industry has evolved so much since then and it’s so much easier to do a digital magazine than it is a print magazine. Yes. So I just thought I’d give it a go. Jeff: How do you decide what goes in to each issue. Because there’s so many things to pick from. Jacqui: I know there’s so many things to pick from and it’s actually been a little – it’s getting easier every month because the magazine is getting more widely known and people are actually messaging me, emailing me, then giving me content ideas, which is fantastic, but it’s just whatever I like. Yeah. I don’t know. Whatever I’ve been reading or what I’ve seen or I am quite big on Instagram I get a lot of inspiration there. Jeff: Yeah. And I enjoy watching your Instagram just because it’s so creative. Jacqui: I’m a graphic designer as well so I see lots of cheeky quotes and things like that and I just redesigned them for my own purposes which is fun. Jeff: Your July issue will have been out a short time by the time this episode airs. What can readers find in July? Jacqui: So I’m super excited. In July I have three authors that I definitely fangirl over. So I’ve got Eve Dangerfield. I’ve got an interview with her. I have an interview with Sarah MacLean and an interview with Abbi Glines. Jeff: Wow. Three of them are all in the same issue. Jacqui: Yeah, well in my very first issue I had Beverly Jenkins and Kylie Scott and I thought, “Right, I’m happy to finish this right now. I’ve reached my peak.” That was epic for me. I think romance authors are so generous with their time and knowledge and it’s just such a beautiful, interesting industry to be in. Jeff: Yeah, it really is because there’s so many warm people who are just happy to tell their story and tell everybody about their books. What are the regular sections that readers look for each month? Jacqui: So I generally start with a ‘Lust-Haves’, which is just kind of products/bookish things that basically I would like to be spending my money on. I think in one issue I had a pair of cashmere socks that were like one hundred and ten dollars and I had a girlfriend calling me, she said, “You didn’t buy those, did you?” I didn’t. I’d like to. So yeah, we did ‘Lust-Haves’, we do an IG profile. I pick an Instagram account that’s really inspiring and has gorgeous images and profile them. We’ve got our author interviews. I generally have a couple of features. So for example, in the current issue we did one on the rise of rural romance. So it’s basically Australian authors writing romance set in rural settings… on farms which is really lovely. I live in a small country town myself, so I can really identify with that. We do a ‘Book Crush’ every issue. So that’s just a hero that we’ve got a bit of a crush on at the time and it’s really fun to contact the author and find out what they had in mind when they were writing that character. I get them to share their Pinterest pages with inspiration that they drew when writing, which I love. And there’s a bookshelf at the back, which features a lot of books, and it’s a really great showcase for indie authors I think. So yeah, that’s kind of it. Jeff: You say that’s kind of it, but that’s a lot. I mean, there’s a lot of stuff that goes into these issues. What kind of overall timing and process goes into creating a single issue? Jacqui: Well, having done in my previous life the print lifestyle magazine that was a whole circus. So I had staff and we had an office and because that I was spending forty thousand dollars an issue just to print it. So it was big. Right. So because [Blush] is digital – it’s online – my overheads are tiny, it’s literally me sitting at my kitchen table and, I have I don’t have it here, but I literally designed up on an A3 bit of paper for weeks and split it into the days and split the jobs across it and I laminated it so that I can write over the top of it – every issue. And it’s actually not too involved I think because I know what I’m doing. And I love what I’m doing. And I think as a working mother you become… I just have to get shit done. Like I just, I’ve got no windows in between kids being at school or ballet lessons or you know all of that kind of jazz. I just have to really, really be productive with my time and bang it out. Jeff: And I think the online magazine in a lot of ways gives you a much broader design to work with than if you were locked in to any kind of website format. Jacqui: Yeah, I think it’s fun because you can flip through the pages. It kind of it feels interactive and you can, you know, I can put gifs onto the pages so there’s movement, there’s different animations that you can use. And it’s just readers really like the tactile experience of a physical magazine. And because I can’t do that, I think a digital magazine – it is still something different from a blog post and not to say that, you know, there’s some fantastic blogs out there, but this is just a different format. Jeff: Yeah, it’s a different medium, but it’s going to be interesting, I think to see if other people move in that direction. I think we’re all so used to seeing blogs that this is another similar but different way to go. Jacqui: Yeah, it’s just a bit fun, little bit different. Jeff: July is also kind of a milestone for you because it’s six months old for the magazine – issue number six. What’s your favorite thing to write about so far in those six months? Jacqui: I think the interview with Beverly Jenkins, that was kind of amazing. She’s an icon in the industry and she’s so generous and I couldn’t believe that she’s giving me the time of the day, especially because I hadn’t published a magazine by that stage. I literally had nothing to show her. She just kind of said, “Yeah sure.” So that was really incredible. I do freelance digital marketing, which I’ve just stopped, and I’m focusing all my energy on ‘Blush’ because I really want to give it a go. I felt like I was building other people’s dreams, helping them build their dreams and I wasn’t really putting any time into my own. So yeah, I’m kind of all in with this. I got skin in the game now. Jeff: That’s awesome. It’s a good feeling. Jacqui: Yeah, it really is. And I do need to say my husband is super supportive and I’m very lucky. But yeah, like this is my gig now. Jeff: What’s surprised you over the six months. Jacqui: I don’t know if it was surprise. It was probably just reinforced how wide and how deep this romance genre is and how amazing it is. I mean, if Alexa Riley can beat Michelle Obama in the rankings on Amazon, that’s huge. Jeff: And you’re right about the romance genre being so big. I have found, so far, that you try to cover seemingly all of it. You’ve featured all kinds of romance including LGBTQ romance. Jacqui: Well, that’s a that’s a big sector and it’s valid and I know that, especially in the states, you’ve been having a lot of diversity talk at the moment – and so you should. ‘Blush’ is a vehicle for the romance industry and I want it to encompass all aspects of that. Jeff: And we talked a little bit before we started recording that it was ‘Blush’ that first put ‘Red, White & Royal Blue’ on our radar as the thing we needed to watch out for in the spring. Jacqui: Well, I’m sure you hadn’t seen it with me, you would have seen it very soon because it has been so well received and validly So like she’s amazing, Casey’s [McQuiston] she’s going places. Jeff: Yeah, absolutely. What got you into romance? Jacqui: So my parents owned a newsagent when I was younger. And romance novels were distributed by magazine companies, which meant that if they didn’t sell, it was cheaper to rip the cover off and throw it out than it was to send it back to the company. So I used to scavenge through the back bin and I just fell into it. I read to my heart’s content. The only problem was, that because it didn’t have a cover, I knew the title, but without that image on the top on the cover and the title, I can’t remember any of them. And probably I was reading so many of them, I was just kind of consuming them. But yes, so that’s how I got into it – scavenging. Jeff: That is awesome. What a great way to get books. Jacqui: I know right. I mean it’s so demoralizing and awful for an author to think about – that’s how some of your books may end up. I don’t know if that’s still the practice – I would hope not. But yeah, that’s back when I was 12 or 13. That’s how we did it. Jeff: On the other hand, I mean how terrific that it must be – Yes, they didn’t get paid for – but they inspired somebody to go out and create something like this later in life. Jacqui: Well that’s true. That’s a really nice way of looking at it. Oh, thank you. Jeff: You can’t remember some of the titles and authors obviously, but do you remember what tropes and what sort of elements of the story fueled your interest in the genre? Jacqui: I read a lot of the historicals, which I loved. But I kind of stopped reading for a while – going through high school and then university – and got back into it with Kylie Scott, who’s an Australian author who wrote a romance in a zombie apocalypse, which is very far removed from historical romance, but freaking awesome. She wrote two books and a novella and then found mainstream success with her Rockstar romances. But she kind of got me back into reading romance, her and Amy Andrews who is another Australian author. She’s got a ‘Sydney Smoke’ rugby series, which is a series of books set around a rugby team in Sydney and she just has the dialogue down pat, like she is so dynamic with her writing. Yeah, she is really, really incredible. I think those two got the ball rolling to get me back into it and now I don’t really have a favorite trope or a favorite genre. I will literally read anything you put in front of me. I will read it. Jeff: That’s awesome. I’m kind of the same way. Will has is his thing where he likes contemporary/low angst – may take a few diversions off that path… But if I like the blurb, I’m at least game to see where it goes. Jacqui: Exactly. Yep. I’m with you. Jeff: Now, since we are an LGBTQ romance podcast, what are some of your recent reads, kind of in that genre. Jacqui: So what I’ve really loved is that some of my favorite authors are diversifying. I guess they’re going into that queer space. So Kate Canterbury, she wrote The Walsh series – which I devoured I loved – and then it’s an offshoot. There’s a lobster fisherman who marries Aaron and Nick in book 6. And So the lobster fisherman he gets his own book and he falls in love with a tech tycoon. And honestly it was one of the hottest romances I’ve ever read. Like it was. She nailed it. And that was her first male/male book. And I just went, “Oh wow, you’ve done such a good job.” Also Tessa Bailey she wrote a male/male. What’s it called… I wrote it down. ‘Heat Stroke’. She wrote ‘Heat Stroke’ which is just really sweet. And the relationship between the two men, it was so believable and she’s really good at characterization. She’s fantastic, but my absolute favorite of mine is Sierra Simone, who wrote the ‘Camelot’ series. So it starts with ‘American Queen’ goes to ‘American Prince’ and I actually haven’t read the third one because I got a spoiler and I don’t have the emotional fortitude at the moment. Jeff: I understand how that it goes. Jacqui: But she just writes… So it’s a male/female/male, but the two guys, they’ve been in love for so long before Greer, the woman, actually comes into it and just the depth of their love for each other. And she’s, I mean, it’s kind of filthy – the writing, but awesome. It’s emotional and it’s just, yes, she’s fantastic. Jeff: Since you look at romance really from around the world for ‘Blush’, because you’re in Australia and have read so many Australian authors, do you see a difference of what romance is around the world – what gets written into the books from the native authors? Jacqui: I think that a lot of Australian authors are actually setting their books in the US. I don’t know if that’s a marketing thing or if that’s just what they read and that’s what they want to write, but then there’s a whole crop of Australian authors who are writing rural romance, which is set on an Australian farm as opposed to an American ranch. So you know there are differences in words I guess. I don’t know. Apart from that though, I kind of think everyone’s just writing their own happily ever after. And it’s and in different ways, using different tropes, different locations. I do wish that there were more Indigenous Australians writing romance novels. I think that would be amazing. There are some amazing Indigenous authors, just not so many writing romance, so that that would be really incredible to see. I actually am writing as well. I’m sure everyone who reads is trying to write as well. So I’ve just published my second book, but I would like to co-author a book with… I grew up in a small country town with a high indigenous Aboriginal population. So I went to school with all of these Aboriginal girls and I need to make contact with them and see if one of them will sit down with me and co-write a book, a romance from their point of view. I think that would be amazing. I don’t think that I would have the guts, I guess, to write from that point of view, even if I had a sensitivity reader come in and read it afterwards. I really do think that their issues and their worldviews and, you know, they have their differences and you’ve got to do justice to that. Jeff: So what do you write? Tell us a little bit about your books. Jacqui: Well my full name is Jacqueline, and my maiden name is Hayley, so they’ve written under Jacqueline Hayley. And second, which literally I published yesterday, it’s ‘Getting Under Her Skin’, and it’s set in Sydney. So they’re contemporary romances that are a little bit sexy, I don’t think I really want my mum reading them. Jeff: Yeah that’s awesome. Any chance of a male/male book in your future? Jacqui: Yeah, I think So but I think that, again, I would want to team up with a gay male author to help me do that. Like, I just I don’t want to presume that I would know their life experiences. So I think that would be super fun. Jeff: I hope you get to do that. We’d have to have you back on the show to talk about that when it comes out. Jacqui: Absolutely. Jeff: What can you tell us about upcoming issues [of ‘Blush’] for the rest of this year? Jacqui: Oh, the rest of this year. So I’m actually heading to the Australian Romance Writers Association, their annual conference is in Melbourne, and I have lined up some authors that I’m going to do video interviews with as bonus content for my readers. So we’re just finalizing the details of that, but I do think that video, which can be embedded into the magazine – in the magazine we also find YouTube clips and things as well, the digital magazine format allows for that, which I think is really fun. The video will start to become a little bit more of a thing with the magazine, as much as I don’t really want to see myself on video, I think that it would be really fun for authors, who are normally behind the pen – behind the computer – and you don’t see their faces or hear them. I think that that would be a really fun thing to do. Jeff: Very much looking forward to that. It’s great seeing how the video gets in there to really make this interactive magazine. What’s the best way for people to keep up with ‘Blush’ online and how do they get the subscription? Tell us all about that. Jacqui: So at the moment, to be able to read the magazine, you have to head to the website which is blushmagazine.com and sign up with your email address. So it’s free. And then the magazine gets emailed to you, well a link to the magazine gets sent to you, so that you can view the magazine. Previous issues are available on the website, so you can you can click through there, but probably I’ most prolific on Instagram. That’s kind of where that’s my jam. That’s what I like doing. So you know, for cheeky quotes and books that are coming up, all the behind the scenes of what I’m doing here, that’s Instagram, is where it’s at. Jeff: Very cool, and can readers of the magazine get in touch and suggest ideas? Jacqui: Absolutely. I love it. The interaction is one of the best things that I love about what I’m doing, so I get DMs on Facebook, Instagram, and my email is hello.BlushMagazine@gmail.com. Jeff: And what would you say to anybody who is like, “Gosh, I really like that. Maybe I should start my own.” Jacqui: Yeah. So I guess have a look at the different platforms that are out there to do a magazine on. I use readymag which I really love. But there’s also issu, which I’m kind of looking at as I get bigger. That might be where I go just because you can get more stats on what particular pages people are staying on longer. That kind of thing. So I guess just have a really clear view of what you want to put in your magazine, you’ve got to structure it like a real magazine. So go and get a physical magazine, you need a contents page and an editor’s letter and kind of build it from there, but just know that readers like continuity, so if you’re going to start a section, you’ve got to kind of continue it. So have a really clear idea of what kind of content you want to do. I haven’t done this and I probably should have build up content so that you’re an issue ahead of yourself so that, you know, just to for timing I guess, that would make life easier. I like making things hard for myself. Give it a go, like why not? Compared to the money that I used to put into print publishing, digital publishing… there’s barely any any cost. So yeah, give it a go. Jeff: Cool. Hopefully somebody will take up the inspiration because – at least the way we feel concerning podcasts, the more podcasts the better, the more magazines the better, the more blogs the better. Jacqui: Built this industry! Jeff: Yes absolutely. Well Jacqui, thank you so much for telling us about ‘Blush’, we’re going to link up to everything we talked about- the authors and the magazine – in the show notes, and we look forward to see what comes out in future issues. Jacqui: Thank you so much for having me. It was just the highlight of my week. Thank you so much. Book Reviews Here’s the text of this week’s book reviews: Nowhere Ranch by Heidi Cullinan. Reviewed by Will. Admittedly, I’m a little late to the party when It comes to this book. When I posted online that I’d finished reading Nowhere Ranch, I got a slew of responses, “Isn’t it the best?”, “That’s my favorite Heidi book.” So, for the few that haven’t yet experienced the sexy wonder of this cowboy romance, Nowhere Ranch is about a young guy named Monroe, Roe for short. He’s the prototypical lone cowboy who’s just landed a job at Nowhere Ranch. On one of his free nights, Roe travels several hours away to the nearest gay bar. To his surprise he runs into his boss, Travis Loving. After some flirty banter and surmising that they are both definitely into each other, they spend one wild night together in Travis’s hotel room. Roe tries to keep things professional with his boss, but Travis is just too damn irresistible. After a trip to the rodeo, he gives into his desire yet again. His hook-ups with Travis are so amazing that he begins to reconsider his ‘no relationships’ policy. When it comes to the bedroom, Roe likes things a little kinky. Travis is more than willing to give him everything he wants. After a rough and raunchy tumble in a horse stall on his birthday, Roe is so turned on and turned around, that he just doesn’t know what to do. Guys, this book is incendiary. I’m no expert when it comes to Heidi Cullinan’s books, but the few that I have read, have ridden that delicious line between sweetly romantic and utterly filthy. The kink explored in Nowhere Ranch isn’t your mommas 50 Shades style slap ‘n tickle. This is hardcore stuff in the best possible way. Back to the story. Hailey, the daughter of the ranch foreman, becomes fast friends with Roe and it becomes her personal mission to tutor Roe so he can get his GED. After learning some English composition basics, Roe writes an essay especially for his boss entitled, “Why Travis Loving Should Fuck Me”. What’s wonderful is that the entire text of the essay is included as part of the story. It’s sweet, it’s funny, and it leads to some more smoking hot sex for our two heroes. Unfortunately, the course of true love never did run smooth. A letter from the family that rejected Roe years earlier, forces him to examine what “home” really means. Home is definitely Nowhere Ranch. Some drama eventually forces Roe to make an unwanted trip to deal with the backwards, judgmental people he once called his family. With Travis and Hailey by his side, he sets things to rights and accepts that he is, in fact, worthy of his very own happily-ever-after. There’s a brief time jump at the end of the story to show us just how happy the happily-ever-after is for Roe and Travis. It’s wonderfully schmoopy and surprisingly sweet for a story that is so dang filthy. It just goes to show, that in the hands of a skilled author, kink doesn’t have to equal dark or angsty. The story of two hot and horny cowboys can be just as swoon-worthy as the lightest of rom-coms. The Doctor’s Secret by Heidi Cullinan. Reviewed by Jeff. This book had me at its cover with its clean design, heartbeat along the top and the handsome doctor. And I snatched the audiobook out from under Will because Iggy Toma was doing the narration. As with my other experiences with Heidi and Iggy, this one was above and beyond. The Doctor’s Secret brings Dr Hong-Wei Wu, or Jack as he tells the staff to call him, to Copper Point, Wisconsin. Hong-Wei’s left a high powered residency and his family in Texas to re-locate to this tiny town that needs a surgeon. He also hopes to lead a quiet life here. That’s derailed almost as soon as he steps off the plane because he meets Simon Lane, the hospital’s surgical nurse and the person who was dispatched to pick him up. Simon wasn’t quite ready for the attraction either. He’s in Copper Point working alongside his two best friends who all wanted to stay and give back to their home town–a place so small Simon’s sure he’ll never find a man for him. Hong-Wei is torn from the beginning because he came to Copper Point to get away from complications, but he can’t deny the immediate attraction to Simon. He tends to put himself under a tremendous amount of pressure to always do the right thing, even if that means saying yes to things he doesn’t want. As Simon learns more about Hong-Wei–from his love of classical music as well as his dislike for most pop music, his love of Taiwanese food and even the meticulous way he wants his operating room set up–only made him fall for the man more. Simon’s incredible from the get go. Instead of using “Jack,” Simon wants to use Hong-Wei’s given name and takes the time to learn how to pronounce it. It’s super adorable too how Simon can’t believe Hong-Wei might be flirting with him–their interactions at the hospital are super cute as they both easily get flustered. Their potential relationship comes with great risk. Copper Point is a small town with small town drama and shenanigans. St. Ann’s Hospital has a stranglehold on its employees with a hospital board that attempts to rule with an iron fist. This includes a no-dating policy. As they grow closer though, Hong-Wei’s having none of it, insisting he’ll protect Simon. Simon’s friends Owen and Nick, also doctors at the hospital, help the two get together in secret. As you can imagine neither men want to live in secret, and the more they fall for each other it becomes more difficult to keep it. Beyond Simon catching Hong-Wei’s attention, he starts to fall for the entire town of Copper Point. From the owners of his favorite restaurant to his co-workers to the local orchestra. It’s far more than he ever planned for and he’s not quite sure how to manage all the feelings of peace and happiness he has here. When a medical emergency forces Hong-Wei to reveal more of himself than he planned, the major power struggle begins around the dating policy and the future of St. Ann’s. Heidi does a tremendous job about making us care not only for Hong-Wei and Simon, but for everything that’s at stake for the town. There’s so much to love in this book between Simon and Hong-Wei, their friends, the citizens of Copper Point. The book also has one of the best grand gestures ever. It gave me all the feels. Kudos to Iggy Toma for a brilliant performance, infusing everyone with strong emotions and rich personalities. The tender moments between Simon and Hong-Wei are perfection. I’m looking forward to Owen and Nick’s books in the series. Owen’s is already out but I’m hanging tight for the audio and Nick’s book releases in August.

Show Notes Jeff: Welcome back to EMplify the podcast corollary to EB Medicine’s Emergency Medicine Practice. I’m Jeff Nusbaum and I’m back with Nachi Gupta for the 30th episode of EMplify and the first Post-Ponte Vedra Episode of 2019. I hope everybody enjoyed a fantastic conference. This month, we are sticking in the abdomen for another round of evidence-based medicine, focusing on Emergency Department Management of Patients With Complications of Bariatric Surgery. Nachi: As the obesity epidemic continues to worsen in America, bariatric procedures are becoming more and more common, and this population is one that you will need to be comfortable seeing. Jeff: Thankfully, this month’s author, Dr. Ogunniyi, associate residency director at Harbor-UCLA, is here to help with this month’s evidence-based article. Nachi: And don’t forget Dr. Li of NYU and Dr. Luber of McGovern Medical School, who both played a roll by peer reviewing this article. So let’s dive in, starting with some background. Starting off with some real basics, obesity is defined as a BMI of greater than 30. Jeff: Oh man, already starting with the personal assaults, I see how this is gonna go… Show More v Nachi: Nah! Just some definitions, nothing personal! Jeff: Whatever, back to the article… Obesity is associated with an increased risk of hypertension, hyperlipidemia, and diabetes. Rising levels of obesity and associated co-morbidities also lead to an increase in bariatric procedures, and thereby ED visits! Nachi: One study found a 30-day ED utilization rate of 11% for those undergoing bariatric surgery with an admission rate of 5%. Another study found a 1-year post Roux-en-y ED visit rate of 31% and yet another found that 25% of these patients will require admission within 2 years of surgery. Jeff: Well that’s kind worrisome. Nachi: It sure is, but maybe even more worrisome is the rising prevalence of obesity. While it was < 15% in 1990, by 2016 it reached 40%. That’s almost half of the population. Additionally, back in 2010, it was estimated that 6.6% of the US population had a BMI> 40 – approximately 15.5 million adults!! Jeff: Admittedly, the US numbers look awful, and honestly are awful, but this is a global problem. From the 80’s to 2008, the worldwide prevalence of obesity nearly doubled! Nachi: Luckily, bariatric surgical procedures were invented and honed to the point that they have really shown measurable achievements in sustained weight loss. Along with treating obesity, these procedures have also resulted in an improvement in associated comorbidities like hypertension, diabetes, NAFLD, and dyslipidemia. Jeff: A 2014 study even showed an up to 80% reduction in the likelihood of developing DM2 postoperatively at the 7-year mark. Nachi: Taken all together, the rising rates of obesity and the rising success and availability of bariatric procedures has led to an increased number of bariatric procedures, with 228,000 performed in the US in 2017. Jeff: And while it’s not exactly core EM, we’re going to briefly discuss indications for bariatric surgery, as this is something we don’t often review even in academic training programs. Nachi: According to joint guidelines from the American Society for Metabolic and Bariatric Surgery, the American Association of Clinical Endocrinologists, and The Obesity Society, there are three groups that meet indications for bariatric surgery. The first is patients with a BMI greater than or equal to 40 without coexisting medical problems. The second is patients with a BMI greater than or equal to 35 with at least one obesity related comorbidity such as hypertension, hyperlipidemia, or obstructive sleep apnea. And finally, the third is patient with a BMI of 30-35 with DM or metabolic syndrome though current evidence is limited for this group. Jeff: Based on the obesity numbers, we just cited – it seems like a TON of people should be eligible for these procedures. Which again reiterates why this is such an important topic for us as EM clinicians to be well-versed in. Nachi: As far as types of procedures go – while there are many, there are 3 major ones being done in the US and these are the lap sleeve gastrectomy, Roux-en-Y gastric bypass, and lap adjustable gastric banding. In 2017, these were performed 60%, 18%, and 3% of the time. Jeff: And sadly, no two procedures were created alike and you must familiarize yourself with not only the procedure but also its associated complications. Nachi: So we have a lot to cover! overall, these surgeries are relatively safe with one 2014 review publishing a 10-17% overall complication rate and a perioperative 30 day mortality of less than 1%. Jeff: Before we get into the ED specific treatment guidelines, I think it’s worth discussing the procedures in more detail first. Understanding the surgeries will make understanding the workup, treatment, and disposition in the ED much easier. Nachi: Bariatric procedures can be classified as either restrictive or malabsorptive, with restrictive procedures essentially limiting intake and malabsorptive procedures limiting nutrient absorption. Not surprisingly, combined restrictive and malabsorptive procedures like the Roux-en-y gastric bypass tend to be the most effective. Jeff: Do note, however that 2013 guidelines do not recommend one procedure over another and leave that decision up to local surgical expertise, patient specific risk factors, and treatment goals. Nachi: That’s certainly an important point for the candidate patient. Let’s start by discussing the lap gastric sleeve. In this restrictive procedure, 80% of the greater curvature of the stomach is excised producing early satiety and weight loss from decreased caloric intake. This has been shown to have both low mortality and a low overall rate of complications. Jeff: Next we have the lap adjustable gastric band. This is also a restrictive procedure in which a plastic band is placed laparoscopically around the fundus leaving behind a small pouch that can change in size as the reservoir is inflated and deflated percutaneously. Nachi: Unfortunately this procedure is associated with a relatively high re-operation rate – one study found 20% of patients required removal or revision. Jeff: Even more shockingly, some series showed a 52% repeat operation rate. Nachi: 20-50% chance of removal, revision, or other cause for return to ER - those are some high numbers. Finally, there is the roux-en-y gastric bypass. As we mentioned previously this is both a restrictive and a malabsorptive procedure. In this procedure, the duodenum is separated from the proximal jejunum, and the jejunum is connected to a small gastric pouch. Food therefore transits from a small stomach to the small bowel. This leads to decreased caloric intake and decreased digestion and absorption. Jeff: Those are the main 3 procedures to know about. For the sake of completeness, just be aware that there is also the biliopancreatic diversion with or without a duodenal switch, as well as a vertical banded gastroplasty. The biliopancreatic diversion is used infrequently but is one of the most effective procedure in treating diabetes, though it does have an increased risk of complications. Expect to see this mostly in those with BMIs over 50. Nachi: Now that you have a sense of the procedures, let’s talk complications, both general and specific. Jeff: Of course, it should go without saying that this population is susceptive to all the typical post-operative complications such as venous thromboembolic disease, atelectasis, pneumonia, UTIs, and wound complications. Nachi: Because of their typical comorbidities, CAD and PE are still the leading causes of mortality, especially within the perioperative period. Jeff: Also, be on the lookout for self-harm emergencies as patients with known psychiatric disorders are at increased risk following bariatric surgery. Nachi: Surgical complications are wide ranging and can be grouped into early and late complications. More on this later… Jeff: Nutritional deficiencies are common enough to warrant pre and postoperative screening. Thiamine deficiency is one of the most common deficiencies. This can manifest within 1-3 months of surgery as beriberi or later as Wernicke encephalopathy. Symptoms of beriberi include peripheral neuropathy, ataxia, muscle weakness, high-output heart failure, LE edema, and respiratory distress. Nachi: All of that being said, each specific procedure has it’s own unique set of complications that we should discuss. Let’s start with the sleeve gastrectomy. Jeff: Early complications of sleeve gastrectomy include staple-line leaks, strictures, and hemorrhage. Leakage from the staple line typically presents within the first week, but can present up to 35 days, usually with fevers, tachycardia, abdominal pain, nausea, vomiting sepsis, or peritonitis. This is one of the most serious and dreaded early complications and represents an important cause of morbidity with an incidence of 3-7%. Nachi: Strictures commonly occur at the incisura angularis of the remnant stomach and are usually due to ischemia, leaks, or twisting of the gastric pouch. Patients with strictures usually have n/v, reflux, and intolerance to oral intake. Jeff: Hemorrhage occurs due to erosions at the staple line, resulting in peritonitis, hematemesis, or melena. Nachi: Late complications of sleeve gastrectomies include reflux, which occurs in up to 25% of patients, and strictures, which lead to epigastric discomfort, nausea, and dysphagia. Jeff: I’m getting reflux and massive heartburn just thinking about all of these complications, or the tacos i just ate…. Next we have the Roux-en-Y bypass. Nachi: Early complications of the Roux-en-Y Gastric Bypass include anastomotic or staple line leaks, hemorrhage, early postoperative obstruction, and dumping syndrome. Jeff: Leak incidence ranges from 1-6%, usually occurring at the gastro-jejunostomy site. Patients typically present within the first 10 days with abdominal pain, nausea, vomiting, and the feeling of impending doom. Some may present with isolated tachycardia while others may present with profound sepsis – tachycardia, hypotension, and fever. Nachi: Similar to the sleeve, hemorrhage can occur both intraperitoneally or intraluminally. This may lead to hematemesis or melena depending on the location of bleeding. Jeff: Early obstructions usually occur at either the gastro-jejunal or jejuno-jejunal junction. Depending on the location, patients typically present either within 2 days or in the first few weeks in the case of the gastro-jejunal site. Nachi: If the obstruction occurs in the jejuno-jejunostomy site, this can cause subsequent dilatation of the excluded stomach and lead to perforation, which portends a very poor prognosis. Jeff: Next, we have dumping syndrome. This has been seen in up to 50% of Roux-en-Y patients. Nachi: Early dumping occurs within 10-30 minutes after ingestion. As food rapidly empties from the stomach, this leads to distention and increased contractility, leading to nausea, abdominal pain, bloating, and diarrhea. This usually resolves within 7-12 weeks. Jeff: Moving on to late complications of the roux-en y - first we have marginal ulcers. Peptic ulcer disease and diabetes are risk factors and tobacco use and NSAIDs appear to increase your risk. In the worse case, they present with hematemesis or melena. Nachi: Internal hernias, intussusception, and SBOs are also seen after Roux-en-y gastric bypass. Patients with internal hernias usually present late in the postoperative period following significant weight loss. Jeff: Most studies cite a rate of 1-3% for internal hernias, with mortality up to 50% if there is strangulation. Nachi: And unfortunately for us on the front lines, diagnosis can be challenging. Presenting symptoms may be vague and CT imaging may be negative when patients are pain free, thus laparoscopy may be needed to definitively exclude an internal hernia. Jeff: Strictures may occur both during the early and late period. Most are minor, but significant strictures may result in obstruction. Nachi: Trocar site hernias and ventral hernias are also late complications, usually found after significant weight loss. Jeff: Cholelithiasis is another very common complication of bypass surgery, occurring in up to one third of patients, usually occurring during a peak incidence period between 6-18 months. Nachi: For this reason, the current recommendation is that patients undergoing bypass be placed on ursodeoxycholic acid for 6 months preventatively. Jeff: Some even go as far as to recommend prophylactic cholecystectomy to prevent complications, but as of 2013, the recommendation was only ‘to consider’ it. Nachi: Nutritional deficiencies are also common complications. Vitamin D, B12, Calcium, foate, iron, and thiamine deficiencies are all well documented complications. Patients typically take vitamins postoperatively to prevent such complications. Jeff: And next we have late dumping syndrome, which is far more rare than the last two complications. In late dumping syndrome, 1-3 hours after a meal, patients suffer hypoglycemia from excessive insulin release following the food bolus entering the GI tract. Symptoms are those typical of hypoglycemia. Nachi: Lastly, let’s talk about complications of lap adjustable gastric band surgery. In the early post op period, you can have esophageal and gastric perforations, which typically occur during balloon placement. Patients present with abd pain, n/v, and peritonitis. These patients often require emergent operative intervention. Jeff: The band can also be overtightened resulting in distention of the proximal gastric pouch. Presenting symptoms include abd pain with food and liquid intolerance and vomiting. Symptoms resolves once the balloon is deflated. The band can also slip, allowing the stomach to move upward and within the band. This occurs in up to 22% of patients and can cause strangulation. Presentation is similar to bowel ischemia. Nachi: Later complications include port site infections due to repeated port access. The infection can spread into connector tubing and the peritoneal cavity causing systemic symptoms. Definitely start antibiotics and touch base with the bariatric surgeon. Jeff: The connector can also dislodge or rupture with time. This can present as an arrest in weight loss. It’s diagnosed by contrast injection into the port. Of note, this complication is less common due to changes in the technique used. Nachi: Much like early band slippage and prolapse, patients can also experience late band slippage and prolapse after weeks or months. In extreme cases, the patients can again have strangulation and symptoms of bowel ischemia. More mild cases will present with arrest in weight loss, reflux, and n/v. Jeff: The band can also erode and migrate into the stomach cavity. If this occurs, it usually happens within 2 years of the initial procedure with an incidence of 4-11%. Presenting symptoms here include epigastric pain, bleeding, and infections. You’ll want to obtain emergent imaging if you are concerned. Nachi: And lastly there are two rare complications worth mentioning from any gastric bypass surgery. These are nephrolithiasis, possibly due to increased urinary oxalate excretion or hypocitraturia, and rhabdomyloysis. Jeff: That was a ton of information but certainly valuable as most EM clinicians, even ones in practice for decades, are unlikely to have that depth of knowledge on bariatric surgery. Nachi: And truthfully these patients are complicated. Aside from the pathologies we just discussed, you also have to still bear in mind other abdominal conditions unrelated to their surgery like appendicitis, diverticulitis, pyelo, colitis, hepatitis, pancreatitis, mesenteric ischemia, and GI bleeds. Jeff: Moving on to my favorite - prehospital care - as always, ABCs first. Consider IV access and early IV fluids in those at risk for dehydration and intra-abdominal infections. In terms of destination, if it’s feasible and the patient is stable consider transport directly to the nearest bariatric center - early efforts up front will really expedite patient care. Nachi: Once in the ED, you will want to continue initial stabilization. Special considerations for the airway include a concern for a difficult airway due to body habitus. Make sure to position appropriately and preoxygenate the patients if time allows. Keep the patient upright for as long as possible as they may desaturate quickly when flat. Jeff: We both routinely raise the head of the bed for all of our intubations. This is ever more important for your obese patients to help maximize your chance of first pass success without significant desaturation. Nachi: And though I’m sure we all remember this from residency, it’s worth repeating: tidal volume settings on the ventilator should be based on ideal body weight, not actual body weight. At 6 to 8 mL/kg. Jeff: Tachycardic patients should make you concerned for hypovolemia 2/2 dehydration, sepsis, leaks, and blood loss. Consider performing a RUSH exam (that is rapid ultrasound for shock and hypotension) to identify the cause. A HR > 120 with abdominal pain should make you concerned enough to discuss urgent ex-lap with the surgeon to evaluate for the post op complications we discussed earlier. Nachi: If possible, obtain a view of the IVC also while doing your ultrasound to assess for volume status. But bear in mind that ultrasound will undoubtedly be more difficult if the patient has a large body habitus, so don’t be disappointed if you’re not getting the best views. Jeff: Resuscitation should be aimed at early fluid replacement with IV crystalloids for hypovolemic patients and packed RBC transfusions for patients presumed to be unstable from hemorrhage. No real surprises there for our listeners. Nachi: Once stabilized, gather a thorough history. In addition to the usual questions, ask about po intolerance, early satiety, hematemesis, and hematochezia. Definitely also gather a thorough surgical history including name of procedure, date, known complications post op, and name of the surgeon. Jeff: You might also run into “medical tourism” or global bariatric care. Patients are traveling overseas to get their bariatric care more and more frequently. Accreditation and oversight is variable in different countries and there isn’t a worldwide standard of care. Just an important phenomenon to be aware of in this population. Nachi: On physical exam, be sure to look directly at the belly, making note of any infections especially near a port-site. Given the reorganized anatomy and extent of soft tissue in obese patients, don’t be reassured by a benign exam. Something awful may be happening deeper. Jeff: This naturally brings us into diagnostic testing. Not surprisingly, labs will be helpful in these patients. Make sure to check abdominal labs and a lipase. Abnormal LFTs or lipase may indicate obstruction of the biliopancreatic limb in bypass patients. Nachi: A lactic acid level will help in suspected cases of hypoperfusion from sepsis or bowel ischemia. Jeff: And as we mentioned earlier, these patients are often at risk for ACS given their comorbidities. Be sure to check a troponin if you suspect cardiac ischemia. Nachi: If concerned for sepsis, draw blood cultures, and if concerned for hemorrhage, be sure to send a type and screen. Urinalysis and urine culture should be considered especially for early post op patients, symptomatic patients, or those with GU complaints. Jeff: And don’t forget the urine pregnancy test for women of childbearing age, especially prior to imaging. Nachi: Check an EKG immediately after arrival for any patient that may be concerning for ACS. A normal ekg of course does not rule out a cardiac cause of their presentation. Jeff: As for imaging, plain radiographs certainly play a role here. For patients with respiratory complaints, check a CXR. In the early postoperative period, there is increased risk for pneumonia. Nachi: Unstable patients with abdominal pain will benefit from an emergent abdominal series, which may show free air under the diaphragm, pneumatosis, air-fluid levels, or even dilated loops of bowel. Jeff: Of course don’t forget that intra abd air may be seen after laparoscopic procedures depending on how recently the operation was performed. Nachi: Plain x-ray can also help diagnose malpositioned or slipped gastric bands. But a negative study doesn’t rule out any of these pathologies definitively, given the generally limited sensitivity and specificity of x-ray. Jeff: You might also consider an upper GI series. Emergent uses include diagnosis of slipped or prolapsed gastric bands as well as gastric or esophageal perforations. Urgent indications include diagnosis of strictures. These can also diagnose gastric band erosions and help identify staple-line or anastomotic leaks in stable patients. Nachi: However, upper GI series might not be easy to obtain in the ED, so it’s often not the first test performed. Jeff: This brings us to the workhorse for diagnostic evaluation. The CT. Depending on suspected pathology, oral and/or IV contrast will be helpful. Oral contrast can help identify gastric band erosions, staple-line leaks, and anastomotic leaks. Leaks can be identified in up 86% of cases with oral contrast. Nachi: CT will also help diagnose internal hernias. You might see the swirl sign on CT, which represents swirling of the mesenteric vessels. This is highly predictive of an internal hernia, with a sensitivity of 78-100% and specificity of 80-90% according to at least two studies. Jeff: While CT is extremely helpful in making this diagnosis, note that it may be falsely negative for internal hernias. A retrospective review showed a sensitivity of 76% and a specificity of 60%. It also showed that 22% of patients with an internal hernia on surgical exploration had a negative CT in the ED. Another study found a false negative rate of 32%. What does all this mean? It likely means that a negative study may still necessitate diagnostic laparoscopy to rule out an internal hernia. Nachi: While talking about CT, we should definitely mention CTA for concern of pulmonary embolism. In order to limit contrast exposure, you might consider doing a CTA chest and CT of the abdomen simultaneously. Jeff: Next up is ultrasound. Ultrasound is still the first-line imaging modality for assessing the gallbladder and for biliary tract disease. And as we mentioned previously, ultrasound should be considered for your RUSH exam and for assessing the IVC. Nachi: We also should discuss endoscopy, which is the test of choice for diagnosing gastric band erosions. Endoscopy is also useful for evaluating marginal ulcers, strictures, leaks, and GI bleeds. Endoscopy additionally can be therapeutic for patients. Jeff: When treating these patients, attempt to contact the bariatric surgeon for guidance as needed. This shouldn’t delay imaging however. Nachi: For septic patients, make sure your choice of antibiotics covers intra-abdominal gram-negative and anaerobic organisms. Port-site infections require gram-positive coverage to cover skin flora. Additionally, give IV fluids, blood products, and antiemetics as appropriate. Jeff: Alright, so this month, we also have 2 special populations to discuss. First up, the kids. Nachi: Recent estimates from 2015-2016 put the prevalence of obesity of those 2 years old to 19 years old at about 19%. As obese children are at higher risk for comorbidities later in life and bariatric surgery remains one of the best modalities for sustained weight loss, these surgical procedures are also being done in children. Jeff: Criteria for bariatric surgery in the adolescent population is similar to that of adults and includes a BMI of 35 and major comorbidities (like diabetes or moderate to severe sleep apnea) or patients with a BMI 40 with other comorbidities associated with long term risks like hypertension, dyslipidemia, insulin resistance and impaired quality of life. Nachi: Despite many adolescents meeting criteria, they should be referred with caution as the long term effects are unclear and the adolescent experience is still in its infancy with few pediatric specific programs. Jeff: Still, the complication rate is low - about 2.3% with generally good clinical outcomes including improved quality of life and reducing or staving off comorbidities. Nachi: Women of childbearing age are the next special population. They are at particular risk because of the unique caloric and nutrient needs of a pregnant mother. Jeff: Pregnant women who have had bariatric surgery have an increased risk of perinatal complications including prematurity, small for gestational age status, NICU admission and low Apgar scores. However, these risks come with benefits as other studies have shown reduced incidence of pre-eclampsia, large for gestational age neonates, and gestational diabetes. Nachi: 2013 guidelines from various organizations recommend avoiding becoming pregnant for at least 12-18 months postoperatively, with ACOG recommending a minimum of 2 years. Bariatric surgery patients who do become pregnant require serial monitoring for fetal growth and higher doses of supplemental folate. Jeff: We also have 2 pretty cool cutting edge techniques to mention this month before getting to disposition. Nachi: Though these are certainly not going to be done in the ED, you should be aware of two new techniques. Recently, the FDA approved 3 new endoscopic gastric balloon procedures in which a balloon is inflated in the stomach as a means of simulating a restrictive procedure. Complications include perforation, ulceration, GI bleeding, and migration with obstruction. As of now, they are only approved as a temporary modality for up to 6 months. Jeff: And we also have the AspireAssist siphon, which was approved in 2016. With the siphon, a g tube is placed in the stomach, and then ⅓ of the stomach contents is drained 20 minutes after meals, thus limiting overall digested intake. Nachi: Pretty cool stuff... Jeff: Yup - In terms of disposition, decisions should often be made in conjunction with the bariatric surgical team. Urgent and occasionally emergent surgery is required for those with hemodynamic instability, anastomotic or staple line leaks, SBO, acute band slippage with dilatation of the gastric pouch, tight gastric bands, and infected port sites with concurrent intra abdominal infections. Nachi: And while general surgeons should be well-versed in these complications should the patient require an emergent surgery, it is often best to stabilize and consider transfer to your local bariatric specialty facility. Jeff: In addition to the need for admission for surgical procedures, admission should also be considered in those with dehydration and electrolyte disturbances, those with persistent vomiting, those with GI bleeding requiring transfusions, those with acute cholecystitis or choledococholithiasis, and those with malnutrition. Nachi: Finally, patients with chronic strictures, marginal ulcers, asymptomatic trocar or ventral hernias, and stable gastric band erosions can usually be safely discharged after an appropriate conversation with the patient’s bariatric surgeon. Jeff: Definitely a great time to do some joint decision making with the patient and their surgeon. Nachi: Exactly. Let’s close out with some Key points and clinical pearls. Jeff: Bariatric surgeries are being performed more frequently due to both their success in sustained weight loss and improvements in associated comorbidities. Nachi: There is an increased risk of postoperative myocardial infarction and pulmonary embolism after bariatric surgery. There is also an increased risk of self-harm emergencies after bariatric surgery, mostly in patients with known psychiatric co-morbidities. Jeff: Nutritional deficiencies can occur following bariatric surgery, with thiamine deficiency being one of the most common. Look for signs of beriberi or even Wernicke encephalopathy. Nachi: Staple-line leaks are an important cause of postoperative morbidity. Patients often present with abdominal pain, vomiting, sepsis, and peritonitis. Jeff: Strictures can also present postoperatively and cause reflux, epigastric discomfort, and vomiting. Nachi: Intraperitoneal or intraluminal hemorrhage is a known complication of bariatric surgery and may present as peritonitis or with hematemesis and melena. Jeff: After significant weight loss, internal hernias with our without features of strangulation are a late complication. Nachi: Late dumping syndrome is a rare complication following Roux-en-Y bypass occurring months to years postoperatively. It presents with hypoglycemia due to excessive insulin release. Jeff: Esophageal or gastric perforation are early complications of adjustable gastric band surgery. These patients require emergent surgical intervention. Nachi: Overtightening of the gastric band results in food and liquid intolerance. This resolves once the balloon is deflated. Jeff: Late complications of gastric band surgery include port-site infections, connector tubing dislodgement or rupture, band slippage or prolapse, and band erosion with intragastric migration. Nachi: Given the myriad of possible bariatric surgeries, emergency clinicians should be cognizant of procedure-specific complications. Jeff: Consider obtaining a lactic acid level for cases of suspected bowel ischemia or sepsis. Nachi: Endoscopy is the best method for diagnosing and treating gastric band erosions. Jeff: Septic patients should be treated with antibiotics that cover gram-negative and anaerobic organisms. Suspected port site or wound infections require gram positive coverage. Nachi: Pregnant patients who previously had bariatric surgery are at risk for complications from their prior surgery as well as pregnancy-related pathology. Jeff: A plain radiograph may be useful in unstable patients to evaluate for free air under the diaphragm, pneumatosis, air-fluid levels, or dilated loops of bowel. Nachi: CT of the abdomen and pelvis is the mainstay for evaluation. Oral and/or IV contrast should be considered depending on the suspected pathology. Jeff: Have a low threshold for emergent surgical consultation for ill-appearing, unstable, or peritonitic patients. Nachi: So that wraps up Episode 30! Jeff: As always, additional materials are available on our website for Emergency Medicine Practice subscribers. If you’re not a subscriber, consider joining today. You can find out more at ebmedicine.net/subscribe. Subscribers get in-depth articles on hundreds of emergency medicine topics, concise summaries of the articles, calculators and risk scores, and CME credit. You’ll also get enhanced access to the podcast, including any images and tables mentioned. PA’s and NP’s - make sure to use the code APP4 at checkout to save 50%. Nachi: And the address for this month’s cme credit is ebmedicine.net/E0719, so head over there to get your CME credit. As always, the [DING SOUND] you heard throughout the episode corresponds to the answers to the CME questions. Lastly, be sure to find us on iTunes and rate us or leave comments there. You can also email us directly at EMplify@ebmedicine.net with any comments or suggestions. Talk to you next month! Most Important References Altieri MS, Wright B, Peredo A, et al. Common weight loss procedures and their complications. Am J Emerg Med. 2018;36(3):475-479. (Review article) Colquitt JL, Pickett K, Loveman E, et al. Surgery for weight loss in adults. Cochrane Database Syst Rev. 2014(8):CD003641. (Cochrane review; 22 trials) Mechanick JI, Youdim A, Jones DB, et al. Clinical practice guidelines for the perioperative nutritional, metabolic, and nonsurgical support of the bariatric surgery patient—2013 update: cosponsored by American Association of Clinical Endocrinologists, The Obesity Society, and American Society for Metabolic & Bariatric Surgery. Obesity (Silver Spring). 2013;21 Suppl 1:S1-S27. (Society practice guidelines) Phillips BT, Shikora SA. The history of metabolic and bariatric surgery: development of standards for patient safety and efficacy. Metabolism. 2018;79:97-107. (Review article) Contival N, Menahem B, Gautier T, et al. Guiding the nonbariatric surgeon through complications of bariatric surgery. J Visc Surg. 2018;155(1):27-40. (Review article) Parrott J, Frank L, Rabena R, et al. American Society for Metabolic and Bariatric Surgery integrated health nutritional guidelines for the surgical weight loss patient, 2016 update: micronutrients. Surg Obes Relat Dis. 2017;13(5):727-741. (Society practice guidelines) Chousleb E, Chousleb A. Management of post-bariatric surgery emergencies. J Gastrointest Surg. 2017;21(11):1946-1953. (Review article) Goudsmedt F, Deylgat B, Coenegrachts K, et al. Internal hernia after laparoscopic Roux-en-Y gastric bypass: a correlation between radiological and operative findings. Obes Surg. 2015;25(4):622-627. (Retrospective review; 7328 patients) Michalsky M, Reichard K, Inge T, et al. ASMBS pediatric committee best practice guidelines. Surg Obes Relat Dis. 2012;8(1):1-7. (Society practice guidelines)

The guys talk about their past week as Jeff worked on revisions and they saw a production of Oklahoma, which they both enjoyed. They also welcomed the new listeners that have found the show during the past month. Jeff reviews Something Like Gravity by Amber Smith and Will reviews Annabeth Albert's Arctic Wild. Will and Jeff talk with Annabeth Albert about the Frozen Hearts series, including getting a sneak peek of Arctic Heat, which comes out in September. Annabeth also talks about the research that goes into the Frozen Hearts books, the latest in the Out of Uniform and Rainbow Cove series plus she discusses her next series about smoke jumpers. Complete shownotes for episode 195 along with a transcript of the interview are at BigGayFictionPodcast.com. Interview Transcript - Annabeth Albert This transcript was made possible by our community on Patreon. You can get information on how to join them at patreon.com/biggayfictionpodcast. Jeff: We are excited to welcome back to the show, Annabeth Albert. She was last here, way back in December 2017 in episode 115, talking about "Wheels Up". You have written so much since then. It's so great to have you back to catch up. Annabeth: Hi, happy to see you. Jeff: Now, the most recent thing you got out is the "Frozen Hearts" series. Tell us a little bit about this series and what its inspiration was. Annabeth: So I started reading in the late '80s, early '90s romance. And I love the Alaska set Debbie Macomber's and Nora Roberts. And so my inspiration for this series would be, what if we went back to that sort of setting but made it LGBTQ and fun and that big, sweeping feeling - the big scenery, big emotions, mountain men? I wanted to capture all that feeling of Alaska. And also all the Alaska shows that I like watching, "Man Versus Nature," all those sort of shows. And so I thought, let's bring that sort of big scenery to life in a series that also has LGBTQ characters. And so it was really fun for me to get to bring that to life. And it's a three book trilogy, and each book stands alone really well because we kind of did it so that there's very little overlap in the storylines for this particular trilogy. With "Out Of Uniform", they were a little more closely linked, you saw more secondary characters popping up, back and forth. And here, they stand alone a little bit more. Will: Aside from the inspiration itself, did you have any experience with Alaska? Have you ever been there? Annabeth: That's what's the funny part. No, I haven't actually been there. I feel guilty admitting that right now. But I have done a ton of research. And I also had Alaska beta readers for each of the books. I had people who actually live in the area in Alaska, who are able to give me feedback. "Oh, this is wrong. The coast is over here. This is..." But I did a ton of reading books set in Alaska and documentaries and message boards. And then like I said, using the beta and the sensitivity readers too from Alaska. Jeff: It's so good to have readers in your readership who can be those beta people when you need them. Annabeth: Yeah. I think that it's really important. In Book Two, I have a hero who's native Alaskan. And so it was really important to me to get a couple of beta readers and sensitivity readers who themselves identified as native Alaskans so I can have that perspective come in. And so that's really important to me. Sometimes it takes a while to find the right beta reader for that particular project. Like with book one, we had some alcoholism and some eating disorders being dealt with in that book. And so what I was able to do is get beta readers for that issue. Like I had an eating disorder beta reader, I had an alcoholism beta reader, I had some sensitivity readers kind of about trauma and stuff like that. So I tried to really bring in a lot of perspectives, so that it's both authentic and it feels true to the character, but also is sensitively done. Will: I agree with you about the sensitivity. I mean, because you're dealing with some pretty, you know, heavy, serious subjects. But they're handled in an intelligent and thoughtful way that doesn't make it like preachy or a downer. So I really enjoyed that in the first book. And I wanted to go back to the second book, "Arctic Wild", which I really, really loved. Can you talk to us a little bit about the ideas and inspiration behind that particular book? Especially the themes kind of like, you know, there's like hurt-comfort going on, there's kind of May-December going on with that particular book. What was the inspiration behind book two? Annabeth: So each of the books, I wanted a different fish out of water, so different characters kind of coming. And so I wanted to do a character who was a little bit older, more settled in his life, and confident in who he is. And so I knew he was going to be older, I knew he was going to be a lawyer, I knew he was going to be fairly well off. And I wanted to do a silver fox sort of character, but I call him my silver bear, because he's also a little bit of a larger guy. I wanted something a little outside the norm for him kind of...and then I was like, "Well, so who is he going to get paired with?" Well, obviously, he's got to get paired with someone who's fun and younger, and kind of his opposite in a lot of ways. But I knew that I wanted the hook that kind of bonds them together to be this plane crash, because I knew all along that book two was going to have a plane crash, because every book kind of has its own thing. And I knew that book two's thing was going to be bush pilot, an emergency situation, we've got a crash landing. How are these guys going to deal with it, and who is the most unsuitable guy I could put with the bush pilot in the wilderness having to deal with this emergency? So I did that. And so that was kind of the thing that kind of spurred the book forward from that point. But as I started plotting, I realized that the bulk of the book was going to come after the plane crash. Because at first I was like, maybe I'll do a really tight timeline, I'll get the whole book into a week. And that just wasn't working for these heroes. They really resisted a tight timeline. So I ended up expanding it and I was like, okay, they're going to have to deal with this aftermath together. And so because they have to deal with it together, they kind of bond in a deeper sort of way, spending the summer together as opposed to just 24 hours in the wilderness. And so to me, that was a real joy to watch them evolve and change. And it's my longest book to date. You can see how thick it is. It's a monster. But part of why it's so big is kind of the scope of it. I was able to bring in the secondary characters, Reuben's daughter, and then Toby's sister and father. I have a lot of secondary characters happening in this one. And it was just really fun for me to take that initial idea--there was going to be a plane crash with these opposites attract guys, and they're going to have to deal with it--to this more sweeping sort of story where it does become, like you said, a hurt-comfort story. How do we cope with the aftermath? And the changes that it brought within each of us. So I think that's kind of what I think the book ends up doing. Jeff: You mentioned the Native Alaskan aspect in book two. And before we hit record, you mentioned that book two is also the most research-heavy of these. What kind of research did you do to get it all to work out right? Because I imagine bush pilot, plane crashes, there's research to do there, too. Annabeth: Yeah, each element, like each sort of...and a lot of times what I do is I work in Scrivener. And in Scrivener I'll have notes for each chapter. And in a short story, like I might have like a line or two of notes per scene. In something like this, I'll have a long list and it'll have the research questions for each chapter that's going to come up. Like, okay, I need to know how a pilot would handle this sort of altitude disturbance in his thing. And what would that actually mean? What do the instruments look like? What sort of plane is he flying and what's the weather like? I have to do a lot of research into that. For that, I look at message boards, I look at small plane businesses, I look at write-ups of past disasters, news reporting. I look at a lot of stuff to kind of get that one detail. Like, I won't just, you know, get one thing. I'll look at a couple of different things to kind of get a couple of perspectives. And the same thing with the Native Alaskan details. Obviously, it's not my own lived experience and I'm really aware of that. So I had the two beta readers who were themselves identifying as Native Alaskan. I did a lot of research with blogs, blogs written by people who identify as Native Alaskans. Autobiographies, I did a couple of phone interviews, I really tried to get a variety of experiences so that I could bring Toby to life in a way that was both sensitive and well-rounded and that reflected a variety of sort of different opinions and different ways that sort of their lives end up unfolding. And so I'm very proud of the amount of research that went into both Toby and the book as a whole because like you said, the bush pilot, the plane crash. I had a floor plan at one point of their rental house, I have a floor plan drawn on my office wall of exactly what this rental house would look like, where it's located, what the driveway...all this stuff. Like, I really go into the minutia. Jeff: I like that attention to detail. Because as you said, it just brings everything more to life as it goes. Now you did mention it was a trilogy, and in September, it wraps up with "Arctic Heat". What's coming in that book and can you give us a little sneak peek? Annabeth: So I am so excited for this one. I love the whole trilogy, each book was its own sort of joy to write. But "Arctic Heat" is the one that I was probably most excited about. It's close proximity. We have a ranger who's handed this volunteer and who's going to be snowed in for the season. And this does happen actually. In Alaska, there are volunteer positions where you can basically go and stay in the State Park over winter. And so you're able to basically experience an Alaskan winter with a ranger. And it's kind of cool. So I was like, "Yeah." When I heard about this, I was like, "Oh, yeah. This has got to be a romance." And so the one hero who comes from California, he's kind of a free spirit and he has no idea what he's in for. Even though he's been around snow a little bit, but he has no idea what he's in for. And then we have the older cranky ranger who also is like, he's lost his longtime partner. She's gone on to be back in the city and he's really kind of cranky about this. And he's been handed this guy, and so they're going to spend the winter snowed in together. And along the way, they're going to catch some feelings, and it's going to be really fun. And so they meet each other at training. And they're really not sure about each other. We have Quill, who's the ranger and Owen, who's the younger guy from California. And Owen has a feeling about Quill kind of from the beginning. And he's got his number. And so they end up going out to dinner. And at this point, Quill doesn't know yet that they're going to be snowed in together all winter. So Quill is kind of in the dark about that. But Owen is sure about kind of, he likes Quill, and he likes Quill a lot. And so I was going to give you guys...now if you read "Arctic Wild" in the back of "Arctic Wild" there's the first scene for this one, for "Arctic Heat". So I didn't want to read to you from that scene, because if you read "Arctic Wild" you've seen it. So I'm going to give you a little snippet of their first kiss. And it just kind of shows they're dynamic. I think it's just a couple of paragraphs and I'm just going to read it to you. And I'm not as good as my narrators, I have awesome narrators but we're just going to see. So they're leaving a restaurant here. "They each paid their share and then headed outside. The light had started to fade, the midnight sun of the summer long past. The crisp bite to the air making Owen wished he had grabbed more than his hoodie. 'Cold?' Quill asked as Owen rubbed his arm. 'A little, yeah. Warm me up, please. I know a shortcut through the alleyways back to the hotel. Lead on.' Owen followed him as he ducked down the narrow alley, both of them walking too fast for much conversation. 'Whoa!' Quill's arm shot out holding Owen back as an SUV unexpectedly backed into the alley. Yanking Owen into a dark doorway with him, Quill frowned at the vehicle which took it sweet time vacating the alley, long enough for Owen to sense Quill's warmth and nearness. More of that classic intoxicating scent, the harshness of their breathing that much sexier in the close quarters. The charged air around them was made worse with every brush of their arms. "You sure there's nothing on your bucket list?" As the SUV finally moved on, Owen turned to block Quill from an easy exit. 'Nothing I could help with?' 'Not sure,' Quill hissed out of breath which was decidedly not a resounding no. So Owen moved closer. 'I am very open minded and discreet. You could tell me.' 'You're something else,' Quill whispered. But his tone was more awestruck than censuring. 'So I've been told.' Taking a chance, Owen put a hand at his shoulder and was relieved when Quill didn't immediately flinch away or tell him off. 'Come on. Take a chance. Nothing you're curious about?' 'Like what?' Owen's voice with a harsh whisper. 'Mmh.' Owen pretended to think as he leaned in close enough to brush his lips against Quill's neck. Quill was taller but not by so much that Owen had to overly stretch. His skin tasted good, warm, ever so slightly salty. 'This maybe,' he moved to flip Quill's ear lobe with his tongue, 'Or this, so many delicious possibilities.'" And that's the look at kind of what's happening between them when they get started. And you'll have to see the rest. But I loved writing Owen and Quill. They were so much fun, it takes place over a couple of months. So we get to kind of see their progression. It's a little bit of a slow burn, each of the books in the series has been a little more slow burn. But once they get going, there's a lot of heat. And so it was a really fun one for me. And I really enjoyed kind of, whereas "Arctic Wild" had the bigger cast of characters, this is mainly the two of them, dealing with the elements of nature, dealing with each other, dealing with roommates issues. It's kind of the 'Odd Couple' in Alaska. And so it was just a lot of fun. I can't wait for you guys to get to see this in September. Jeff: Have you pre-ordered this yet? Because that forced proximity is so your jam. Will: I have enjoyed each of the books up to this point. But book three hits pretty much everything that I'm looking for in a romance. I mean, listeners, longtime listeners know, forced proximity is my absolute most favorite thing ever. So yes, that reading you just did it's like, whew, I can't wait. Jeff: I think you mentioned that this is a real thing people can do to opt to go snowed-in with a ranger. Annabeth: Yeah, they do. Yeah. So there's volunteer positions all year long with the Alaska state parks. And with the National Parks too, though, those are a little more competitive. But you can go for the summer, you can go for the winter, and they have like little yurts or tiny cabins. Pretty rustic conditions but they're looking for volunteers to basically help the paid rangers out because without the volunteers, they couldn't get nearly as much done as they can. So basically, you become a winter caretaker or a summer caretaker at one of these parks. And you get to help the Ranger but you also get to spend winter in Alaska, with all the snow and a tiny yurt. So stuff like that. And each of the sites has its own housing situation. And so that was some of the research I had to do was figure out, what would the housing situation be like at this particular site, as opposed to other sites? How are they going to get their heat? How are they going to get electric? Do they have access to the internet? All those little questions come up? Jeff: It's fascinating. Would you ever consider doing such a thing? Annabeth: I have small kids. And so sometimes that seems really appealing. Like, "Oh, I could go for three months." And other times, it's like, "No, they'd miss me and I'd miss them and the dog would pine." Jeff: Research trip. Annabeth: I'm going to say my next series is back to Oregon. We're going to be back in Oregon but we're going to be in Central Oregon. And so we are actually taking a research trip as a family towards later in the summer. We're doing a research trip to go into Central Oregon to see some of the places that will be in that series. So I'm excited about that. Jeff: Oh, cool. Not quite the same as snow in a yurt. But, you know, research trip nonetheless. Annabeth: Yeah. Well, I get to bring the kids on that one. So it'll be fun. Jeff: They might enjoy snow in a yurt. I don't know. Annabeth: They would. They would. Yeah. Jeff: You've had a prolific year, even before the "Frozen Hearts" books started coming out. You had new stuff in the "Rainbow Cove" and "Out Of Uniform" series. Are there challenges working across so many series that are so close together in release times? Annabeth: So what I tend to do is I tend to write in blocks. So all three Alaska books were written back to back to back. But in between two of them, I took a little tiny "Rainbow Cove" break. I gave myself five days to write a novella. I was like, "Okay, I'm kind of burned on Alaska, just a little." And so I was like, "Okay, I'm just going to give myself five days because I'm supposed to be writing these books back to back and I'm going to write a "Rainbow Cove" novella. And I did. I wrote 20k in five days. And that became "Lumber Jacked". And obviously editing it and stuff took more than the five days. But I got the basic draft down and then I worked on the edits for that while I went on to Alaska three. And that's how I worked a "Rainbow Cove" in. Because it's not a full length, it's a novella. And then the "Out Of Uniform", that wrapped, actually wrote that last April. So I wrote it April 2018. Then I started Alaska after that. But then it didn't come out until January because that's how publisher schedules work. And so I wrote it as part of Camp NaNoWriMo 2018. It was really fun. Loved writing "Rough Terrain". So it coming out in January was just a joy. But that kind of wrapped up a period of finishing up "Out Of Uniform" and then moving into the Alaska universe. And so I kind of go from universe to universe. I try not to hop back and forth anymore, because I've done that in the past. And I ended up having to reread a lot of my stuff a lot more when I'm going back and forth between series. And so I think the biggest challenge for me has been working in time for "Rainbow Cove" because that one doesn't have publisher deadlines. And so I tend to be overly optimistic with my publisher deadlines, and I'm like, "Oh, I'll get this book done early." And then I'll get another "Rainbow Cove" in. And lately that has not been happening. The books have been going long and complicated. And I love that. I love writing long, I love writing complex books. But it has made it a challenge in terms of working more "Rainbow Cove" in. Jeff: What is going on in "Lumber Jacked", that people who are reading "Rainbow Cove" might want to check out? Annabeth: So that one, like "Rainbow Cove", is set on the Oregon coast, and all the books are. So it has a honest to goodness lumberjack as the hero. He makes a brief appearance in book two but this stands alone. If you haven't read book two, you're fine. And it's just 99 cents and it's also in KU. It's a fun little...it's under 30K because I ended up adding a little bonus epilogue to it. But so it has a lumberjack who is an amateur photographer on the side. He likes to take bondage pictures, and so like rope, like Shibari pictures. Like, there's some really neat artwork done with Shibari. And so he meets this makeup blogger, and the makeup blogger is like, "Maybe I would like to pose for one of these pictures." And so their courtship kind of unfurls from there with photos and lumberjack plaid. And it's a lot of fun. But I really liked the chance to write my makeup blogger hero because there's been so many amazing male makeup bloggers recently, becoming even the face of some major brands and stuff. And so I wanted to show that sort of side of masculinity as well. These guys have embraced more of the makeup loving, glitter loving sides of themselves. And so I wanted to do a hero on that sort of spectrum. And so that was really fun for me to get to do him and contrast him with our big burly, older lumberjack guy. And so it's fun. Jeff: That's cool. And for "Out Of Uniform", is "Rough Terrain" the end of the line for that series? Annabeth: Well, I never say never and I do have more military in Alaska. One of my guys is a former Air Force pilot. And in the 'Heart To Heart' charity anthology coming up this fall - I'll have a marine in that one. So I haven't left military romance completely. But I think "Rough Terrain" kind of brought "Out Of Uniform" full circle in a lot of ways. It felt like book seven, a natural sort of stopping point for this part of the series right now. But I'm not ruling out more SEALs in the future. We'll just have to see what the future brings. There's a lot of things I want to explore and a lot of series I want to do. And so, we'll just have to see. But I think fans that like the "Out Of Uniform" will really like something that's coming from me in 2020, which is going to be smoke jumpers. So I've got the band of brothers again, but they're firefighters. And they're in Central Oregon, like I said. They're in Central Oregon fighting forest fires. And it's going to be really...I'm looking forward to the research and I'm really looking forward to being back with a band of brothers kind of group of friend heroes. And it should be really interesting and fun. Jeff: Is that some of the research you're doing on the Oregon trip this time? Annabeth: Yeah. So we'll be actually going to some Oregon fire stations. We'll look at like both the little towns that they live in. We'll also go to some of the state forest areas there, see some actual forest damage and stuff. I've got some different things planned for us to kind of really...I want to really get my five senses into that area, because I live in Oregon, obviously. But I live more in the valley. And so I'm going more into that Central Oregon terrain, it is way different, like you said. It's way different terrain. And so I want to really immerse myself in that to really get that flavor for readers. Jeff: That's very exciting. You've hinted at some stuff in the future like with "The Smoke Jumpers". Of course, "Arctic Heat" comes out in the fall. Anything else you can tease out in the universe? Fill us with what's coming up. Annabeth: So I have a book coming...so "The Smoke Jumpers" will be coming summer 2020. And in between, "Arctic Heat" and "The Smoke Jumpers", I have my first book with Sourcebooks coming. And it is a YA-NA crossover, little bit lower heat, but a lot of the same fun and energy that a YA-NA...you'd expect in a YA-NA crossover. I think fans who have liked some of the lower heat ones that have been rising up the charts like "Red, White, and Royal Blue", that sort of book, I think they might like this sort of tone. And it's a road trip romance, which I love road trips. Like I just said, I love road trips. And so I'm really excited. It's a road trip romance with gamer guys. They're in college, and they're going to a big gaming convention. Like imagine ComicCon, but it's for a card game that they both play. Like, Magic The Gathering, but I kind of invented a fake card game for them. So they're like these gamer guys who have to make the convention on time to get their chance in the big tournament. And it's going to be a lot of fun. I don't think they've gone public with the title yet. But it is coming in April 2020. And so I can't wait to see the cover they're doing and it's going to be really fun. It's going to be in bookstores, which is...I'm really excited about. So it's going to be in the trade paperback. Jeff: Yeah, we were excited to see...I believe it was the first of the "Frozen Hearts" series that we found in our local Barnes and Noble. Annabeth: I know. I'm so stoked. Readers keep tagging me in pictures in the wild of these books. And it makes me so happy. And readers, if you see the books in the wild, take a picture for me. I do love seeing them, I love...and if you like your local bookstore carrying more LGBTQ fiction, let the bookstore know. Even if you're not buying a book that day, say, "Hey, I'd like to see more fiction like this." Not just mine, but a lot of other authors that are coming into mass market and stuff. The more appetite there is for that, I think the more we'll see that in bookstores and stuff and airport kiosks and stuff. And so I'm excited for that. Jeff: Yeah, it's an exciting time. And it feels like "Red, White, and Royal Blue" may lead some of that too. I know that's not a mass-market book. But the fact that they're getting picked up in Target is pretty exciting. So definitely ask for those books. Annabeth: Yeah. I think the more you see that and my...and Sourcebooks has a lot sort of planned around the release of this road trip romance. That should take it to a broader audience. So I'm really excited to see some of what they've got planned and coming. And so it's been really fun to work on that. And that may end up being a series. We just have to see. Jeff: Cool. I'm thinking on your backlist, is this kind of a first for YA for you? Annabeth: Well, they're college age. And so I've done college age with a high heat level in "Winning Bracket". And then I did college age with a lower heat level in one of my freebies, "First In Line", which is set in the same universe as "Winning Bracket". And so that's a sweeter one, it just has a kiss. The one that I'm talking about is somewhere in between there. There are some love scenes, they're just not quite as graphic. And so it was kind of fun to go back to the college universe and kind of...I love that age of hero and I really enjoyed kind of being in that universe with them and that age for a little bit. And so that was fun. But it's not like YA is typically considered senior in high school and older. So that's why they're calling this kind of a crossover because they are in college but upper YA readers will probably enjoy this. Jeff: Cool. Awesome. I'm excited for that one. Will: Yeah, that sounds... Jeff: I love YA new adult so much. So what's the best way for everyone to keep up with you online? Annabeth: So I'm on Facebook. I have Annabeth's Angels as our Facebook reader group. I welcome everyone into there, whether you've read me or not. If you want to talk about fun books, we welcome people in there. I'm also on Facebook myself. I welcome people to follow me on Facebook. I'm on Twitter and Instagram, little bit less than Facebook. Facebook's kind of my big addiction. But I am on Instagram and Twitter. And I also do playlists for all of my books on Spotify. So if you're on Spotify, you can follow me on Spotify and see kind of the music that's influencing the different books. Jeff: Fantastic. We will link up to all that stuff in the show notes. For sure. Thank you so much for hanging out with us. We wish you the best of luck with everything you've got coming out later this year and into 2020. Annabeth: Thank you. Book Reviews Here's the text of this week's book reviews: Something Like Gravity by Amber Smith. Reviewed by Jeff. This was the summer book I didn’t know I was looking for. Not only is it set during the summer, but--in the best way possible--it moves like a lazy summer, filled with all the best things. It’s hard to explain that aspect of it, but it’s one of the things I loved about this book with the feel that with everything else that happens there was the vibe of the lazy summer. Something Like Gravity opens as summer break from school begins. Chris has just arrived at his Aunt Isobel’s where he’ll stay as he tries to reset after being assaulted the year before as he came out as transgender. Meanwhile, Maia, who lives across the field, is still reeling from the death of her older sister. Over the course of the summer, Chris and Maia find comfort and love with each other, reveal their secrets and are able to heal--although it’s far from easy. The meet cute for Chris and Maia is nearly fatal and sets the tone for how their early relationship works--rather adversarial. Chris goes out for a drive with the car that he gets to use for the summer and he practically runs over Maia, who was stopped on her bicycle in the middle of the road. The two hardly speaking in the aftermath but after that gravity starts to pull them together. In the hands of a lesser writer, building a story of first love set amongst loss and trauma would likely be a disaster. Amber, however, crafts a story that I had a hard time putting down because I wanted to see how things would go--both the cringy difficult moments as well as the super sweet ones. I enjoyed both Maia and Chris’s journeys. Maia’s loss of her sister looms large over her family--Maia, her parents and even the family dog haven’t figured out the way forward. Maia tries to learn more about here sister by looking through all of the photographs and the places in them. Carrying her sister’s camera nearly constantly has many in the small town thinking that she’s trying to become her sister. It’s even something she lets Chris believe--that she is a photographer and has been taking pictures even though the camera has no film. Chris’s family is also under stress. His coming out didn’t go well. Not only was he assaulted, but his mom hasn’t adjusted well and his dad seems to be overcompensating for that. He’s come to Aunt Isobel’s to figure out what he wants to do for the next school year, to give his parents time and to find himself--including getting back to running which he enjoyed so much before the attack. He also has to decide what he wants to share with Maia. Chris and Maia have a lot of internal dialogue and it works so well. There’s a lot for them to work out for themselves and it’s some of the most powerful parts of the book. Some of the lazy summer vibe plays into the romance between Chris and Maia. Amber writes their falling for each other in such a wonderful way. There’s a perfect build up as they learn more about each other--at the same time it’s complicated by big secrets. The moments of meltdown and tremendous emotional stregnth provide significant growth moments for them. The way Amber resolves all plots--Chris and Maia’s relationship as well as between them and their parents--were so well done. I loved the meaningful talks the teens had with their parents over the span of a few days. There was much to handle and, like the rest of the story, the pacing was perfect. Chris and Maia end up in a good place too as they prepare for another year of school. I’d love to see more of these two and how their story continues. Arctic Wild by Annabeth Albert. Reviewed by Will. Buttoned up east coast lawyer Ruben is forced to take a vacation by himself in the wilds of Alaska. Needless to say, the prospect doesn’t thrill him, until he meets Toby, his handsome bush pilot tour guide. Toby has dealt with tough customers like Ruben before, and soon enough they’re enjoying each other’s company while exploring Alaska – until an unexpected storm sends their plane crashing into the remote wilderness. After they’re rescued, Toby needs time to heal from his injuries. Rueben comes up with the plan that he’ll stay in Alaska for the summer, rent a house for himself and his teenage daughter and have Toby stay with them. Ruben can care for Toby, while Toby can come up with activities than Rueben can use to reconnect with his daughter, Amelia. Amelia is no cutesy romance novel kid, she’s realistically surly and constantly annoyed by her dad – but she gradually begins to enjoy her vacation, just as her dad is enjoying all the time spent with Toby. Love is definitely in the air for our two heroes, but both are unwilling to admit that it’s more than just a fling – primarily because they’re both stubborn in their own ways, as well as an unending number of outside obstacles to their happily ever after. Both of them have complicated family and work situations to deal with. After weeks of nighttime cuddles and furtive blowjobs, Toby’s injuries are finally healed enough that he and Ruben can sleep together, it’s magical – and then, as it must in all romance novels, the black moment arrives. A serious issue with Toby’s dad forces him to take a look at his obligations – he wants happiness with Ruben and Amelia, but that doesn’t seem possible. It takes some serious soul searching until Toby finally realizes that he can’t let a misguided sense of pride keep him from accepting help when needed. By the same token, Ruben can’t swoop in and solve everyone’s problems with his money and influence. As with the previous book in this series, the author takes the time to let the story breathe – giving the characters time to know and like one another, before falling in love with each other. This extra time spent on the story also gives readers a chance to know and understand the unique and complicated situation our heroes find themselves in, primarily concerning their obligations to their respective families. Annabeth Albert has written yet another winner with Arctic Wild, giving us a terrific romance featuring two dynamic and interesting heroes that readers are sure to root for.

My guest on today’s show is a Staff Operations Engineer from Zendesk.  He describes himself as a Linux systems geek with a passion for making systems serve great content.  And he is recognized as an expert in metrics and monitoring, about which speaks, as well as a featured panellist for the MonitoringScale Live community panel.   EPISODE DESCRIPTION: Phil’s guest on today’s show is Jeff Pierce. He has been working in the industry since 2003 when he started Coldflare Internet Services. Later, he moved into systems administration working for several firms. Jeff then changed direction a bit, taking up a role as a senior systems engineer for Apple in 2011. Then again when he started work as a DevOps Engineer for Krux Digital and a Senior DevOps Engineer for Change.org. After a few years working as a software and infrastructure engineer, he is now Staff Operations Engineer for Zendesk. He specializes in automating large clusters of Linux systems. Metrics and monitoring are his other passions. He is an expert in this field and regularly speaks on this subject. Jeff was also a featured panelist for the MontoringScale Live community panel. KEY TAKEAWAYS: (00.49) – Can I ask you to tell us more about the metrics and monitoring that you focus on and speak about? Jeff starts by pointing out the only way to do effective system administration is to have access to good software data. You need that data to be gathered automatically. Over the years, Jeff has focused on making sure companies are able to collect the data they need to be able to scale things and optimize what they are doing. (1.26) – So, you are following the principle – if you can’t measure it you can’t improve it. Jeff agrees but explains that it is a little more than that. He says if you can’t see what your system and software are doing, you are already broken. You just don’t know it yet. (1.44) – Can you please share a unique career tip with the I.T. Career Energizer audience? Jeff’s advice is not to share your salary with your new employer. This is because they will simply offer you a percentage over what you already earn. If you want to make sure that you are paid the market rate, keep your salary history to yourself. Let it be known that you want to be paid a certain percentage over the market rate and let them negotiate from there. In fact, in the US in Massachusetts employers are no longer allowed to ask future employees how much they earn. The authorities are recognizing that being able to do this gives firms a huge amount of power over prospective employees. Continuing to base what they pay on what previous employers is only making pay gaps worse. (4.16) – Can you tell us about your worst career moment? And what you learned from that experience. Interestingly, the experience Jeff shares turned out to be a combination of the best and the worst moment of his career. It happened when he was working for the petition site change.org. They help campaign groups and people to put pressure on government and corporations, using petitions, to literally drive change. About four years ago they were involved in using petitions to stop the dog eating festival in Yulin, China. The data involved was huge. So much so that it uncovered a bug in their Galera MariaDB Cluster. The error caused every node to go into data protection mode. When all your nodes go down like that you do not have a cluster anymore. Instead, you end up with four separate servers. In their case, there was also a fifth arbitral process in place to break ties. The nature of the problem meant that their 4th server was serving virtually the whole site while they worked on the bug. Fighting to keep the site online at a time when they were getting four times more traffic than normal was a challenge. There were other issues too. On the one hand, existing on a few hours sleep and working in a highly stressed environment, was awful. For any engineer that time spent fire-fighting keeping the system going knowing that you could not fix it yet, for five straight days, was a nightmare scenario. But, it was also one of the best times. The strength of the team he was working with shone through. Plus, he learned a huge amount from getting the system into working order. That learning carried on for weeks after as they forensically examined what had happened. He delved into areas of the system and technologies he had barely touched before.  (11.12) – What was your best career moment? Deploying the first piece of code he had a hand in writing into production was a real highlight for Jeff. He had just moved from the ops side to DevOps, so he knew it had the potential to make a big difference and help a lot of people because they were able to make it Open Source. For change.org having the ability to store the stats in Cassandra was very helpful. It is a no sequel database format, which means that it is highly scalable. Exactly what they needed, at the time, although now they have moved on to using DataDog. But, when Jeff wrote and deployed the code it was a step change. At this point, Jeff reminds the audience of the value of Open Sourcing something you wrote in terms of energizing your IT career. Being able to do this demonstrtes to a prospective employer that you are good at what you do. So, good that you are confident enough to put your work out there so others can use it. To this day, Jeff mentions it to hiring managers. They are still impressed by it. Coming up with a fresh idea and being able to take it to the point where it is available for general use proves you have a good skill set. Learning code is a lot like learning how to play the guitar. At first, you can only play one chord and you struggle with that. You think you are never going to get it. But, you persist and practice your chords. Before you know it you can play a song. (19.38) – What excites you about the future of the IT industry and careers? To use a cliché “software is eating the world.” It is everywhere, which is really exciting because the possibilities are endless. Now, anyone can easily put a product out on the internet using the products Amazon provides. When Jeff was working in the field of systems administration you had one manager for every 50 servers minimum. Now AWS and Google Cloud are available, one person can manage huge scalable systems. Nowadays, nobody asks you what is the biggest environment you have managed? They just want to know that you are familiar enough with the software so you can run the system. Of course, this shift means that you do not need as many system administrators. But, fortunately, these days, as one door closes, others open up. No matter how smart the devices and tech are, end users will always need some sort of support. The robots that are used to automate tasks still need to be maintained. There will always be a geek working in the background. There are still plenty of opportunities for those who want to get involved in the industry. The list of possibilities is endless, which is also exciting. (23.34) – Phil comments on that the fact it is impossible to predict what will happen next. Jeff agrees this is exciting. Ten years ago he thought Linux branded zones which are sometimes called Solaris Containers would be huge. But, Docker came along and totally changed the landscape. Set up properly, with all of the right permissions in place it is safe to give junior system admins access. Plus, you can guarantee that everything will work once it goes into production. Even more surprising was seeing the GPU becoming big again. In the IT world, you can never be sure what will happen next. (25.32) – What drew you to a career in IT? Jeff has been a computer geek since he was a kid when his dad bought him a BC286 from ComputerLand. Jeff loved using it from the start. It had a 640k ram, 10 times more than they used to get to the moon. At the time, Bill Gates said that was all the ram anyone would ever need. When it broke it was too expensive to have it repaired. So, he learned how to do it himself. He loved solving puzzles, so when he realized he could do it for a living, he leaped at the chance. Jeff is on the spectrum, so without IT, he is not sure where he would be today. Being able to work in the industry opened up the chance for him to earn good money and find work easily. (26.06) – What is the best career advice you have ever received? It came from his dad who insisted that Jeff learn a trade. He was an auto mechanic. When he could no longer physically do the work, he switched to teaching auto mechanics. Jeff did not get much formal education. But, once he realized he wanted to work in IT he approached learning how to do it and building his career as if it were a trade. From the start, he realized that he would only master it if he practiced. Repairing someone’s PC is not dissimilar to fixing someone’s car. In both situations, the person handing it over to you does not really understand how it works. So, they have to trust you to do it for them. (27.38) - Conversely, what is the worst career advice you've ever received? Someone once told Jeff to stay at least a year with each company. There will be times when things will not be working out. In that situation, staying the year just does not make sense. If you are learning something and have no problems with the work environment, by all means, stay at least a year. If not, don’t be afraid to move on. Of course, during the interview, you will find that hiring managers will ask you why you left so soon. But, there is no need to be worried about that. Just be honest. For example, they just weren’t a good fit or I was just not learning anything there. It is best to prepare a good answer prior to the interview. Jeff was fired once. At the time, he was suffering from depression and it was affecting his work. He has been hired twice since then. In both interviews, he disclosed what had happened and still landed the jobs. (29.40) – If you were to begin your IT career again, in today’s world, what would you do? Jeff says he would go to a code boot camp. Some of the brightest people Jeff has worked with have done attended coding camps like Hack Reactor and Hackbright Academy. It is a great way to get into coding. Unless you are involved in developing leading-edge technologies like AI or neural networking you don’t really need a computer science degree. For many people, it turns out to be a waste of education. Even with a first class degree in all likelihood, your first job is going to be something like working on a mobile API or website. (32.44) – What are you currently focusing on in your career? Right now, Phil is building his online presence back up by using social media. He is also planning to speak more again. But, top of his list is getting more involved in educating others. He wants to mentor more. Jeff only learned to code in 2011. So, he is still developing his DevOps skills. (34.42) – What is the number one non-technical skill that has helped you the most in your IT career? Jeff is autistic so he has had to actively learn people skills. For example, looking someone in the eye when having a conversation does not come naturally to him. In fact, he still can’t quite do it, but has learned that looking at someone’s forehead is close enough. Focusing on and honing these skills has enabled him to progress within the industry. Today, he is better than most people at things like navigating a crowd or public speaking. (37.40) - What do you do to keep your own IT career energized? Jeff finds taking on side projects keeps him energized. Often it is his non-IT interests that determine what he does next. For example, he is currently learning C# because that is what the Unity game engine uses. This feeds into his desire to start his own video games company. He is a big gaming fan and is especially proud of being listed on Marvel Heroes as a member of the senior technical operations staff. He does not like sitting on his laurels. Constantly challenging himself keeps him interested and energized. (41.37) - What do you do in your spare time away from technology? Jeff plays the guitar and bass. He used to play in a punk band, but now mostly creates and records as a solo artist. Jeff is also a big video game fan who enjoys role-playing and strategy games. (43.07) – Phil asks Jeff to share a final piece of career advice with the audience. Get a mentor, someone who can guide you and help you to work out what to do next. He also advises the I.T. Career Energizer audience not to be afraid to apply for jobs for which they are not fully qualified. Hiring managers do not expect you to have every single skill that is on the list. Jeff’s suggestion is to apply if you meet around half of them. He has never met the full criteria asked for, yet has still been hired many times. On your application spend time explaining why you are a good fit for the job in the cover note you provide. Often, you will land yourself an interview. Thirdly, Jeff explains that effective networking is key when it comes to developing a successful IT career. When you are looking for work, often, your network will introduce you to people who are hiring. BEST MOMENTS: (1.36) JEFF – "If you can’t see what your system and software are doing, you are already broken. You just don’t know it yet." (2.11) JEFF – "Never share your salary history with a new employer. Instead, ask for the market rate plus a percentage." (15.18) JEFF – "When you’re passionate about a project you do your best work." (21.58) JEFF – "End users always need technical support, no matter how smart the devices get." (22.27) JEFF – "You will always need the geek behind the scenes." (28.48) JEFF – "Don't stay in a situation that isn't good for you or for the company you are working for." (32.04) JEFF – "For the programming side of the industry, code school is one of the best ways to get your foot in the door. " (39.48) JEFF – "Don't get comfortable, keep seeking out something harder.”   CONTACT JEFF: Twitter: https://twitter.com/Th3Technomancer LinkedIn: https://www.linkedin.com/in/jeffrpierce/ Website: https://almostinteresting.net

Jeff opens the show talking about the work he's doing on the manuscript for the Hat Trick re-release. New patron Lucy is welcomed. The guys talk about Tales of the City on Netflix and the new season of Pose on FX. Will reviews Anticipating Disaster by Silvia Violet while Jeff reviews Prince of Killers (Fog City #1) by Layla Reyne. Jeff interviews Layla Reyne about the new Fog City series as well as how it felt wrapping up the Trouble Brewing series earlier this year. They also talk about Layla's RITA nominated book, Relay, and the upcoming fall release, Dine with Me. Complete shownotes for episode 193 along with a transcript of the interview are at BigGayFictionPodcast.com. Interview Transcript – Layla Reyne This transcript was made possible by our community on Patreon. You can get information on how to join them at patreon.com/biggayfictionpodcast. Jeff: Welcome Layla back to the podcast. It’s great to have you here. Layla: Thank you for having me back. Jeff: I had to have you back to talk about this new series, “Prince Of Killers,” as listeners will have heard right before this interview, blew my mind to pieces and back. Layla: That’s what I wanna hear. Jeff: Tell everybody what this new series is and in particular what they have to look forward to in “Prince Of Killers.” Layla: Sure. So the series is “Fog City.” It’s set here in San Francisco. It’s a new romance suspense series. You don’t need to have read any of my series before that. I won’t say that there aren’t some Easter eggs for those that have, because we are all existing in the same place and time. But, this is a little different because this is following a family of assassins. So in books one to three of the “Fog City” trilogy, starting with “Prince of killers,” you’ve got Hawes Madigan, who runs a cold storage business by day, a very successful family kind of business in the city. And then by night, the families, they’re assassins. And he and his two siblings, Helena and Holt, are kind of the triumvirate that is currently the heir apparent. He’s the heir apparent and they kind of all run it together. His grandfather is ailing and so that’s kind of the setup and fairly successfully he is making some changes in the organization. And so in comes…in the first scene, which is actually set at one of my favorite restaurants in the city, Gary Danko, walks Dante Perry who kind of has this strut about him, you know, long hair, looks like a rock God. But he’s carrying a gun, which he immediately notices, Hawes does, and Perry tells him, “There is someone trying to kill you.” And Hawes kind of laughs it off to start with because, dude, he runs an organization of assassins. That’s what they’re paid for. But then as Hawes and the family come to learn, it does look like someone is trying to stage a palace coup, so to speak. And so “Prince Of Killers” involves sort of the first stages of that and them trying to figure out who it is. And Dante has his own motivations as well. You know, he is trying to find the killer of someone who was close to him and Hawes doesn’t want him to find out who that is either. So I will leave it at that without spoiling too much. Jeff: Let’s talk about the elephant in the room a little bit, and that is the fact that while you have left, for example, the books of the Whiskeyverse on some subtle cliff hangers, this one’s bigger than normal for you. Layla: Yeah, I’m not hiding anything, guys. This one’s got a cliffhanger. I wouldn’t say anyone’s life is in jeopardy, but it’s definitely a cliffhanger. I have made no bones about that “The Usual Suspect” is one of my favorite movies. So hello. And, you know, I grew up in TV land and so I love cliffhangers and I kind of embrace it with this. And, you know, the good thing is the plan is for all the books to be out this year. All the covers are done. By the time this airs, book two will be in the hands of editors and I should be working on book three by then. So, they will all come this year and it’s in the blurb. So you know, everybody, fair warning. I’m not trying to hide it here. So… Jeff: Yeah. And I love how you make the analogy to TV because I would put the cliffhanger that you did on the level of like the mid-season break. Not quite the end of season break, but that mid-season, it’s Christmastime, we’re gonna go away for a while and we’ll have a big thing when we come back. Layla: That’s right. It’s the end of November sweeps. Jeff: Exactly. Layla: That’s where we’re at, not gonna lie. And then book two picks up right where it ended and goes on in there. Jeff: Yeah. Which I’m super looking forward to. Layla: I’m writing. It’s been a…It’s fun and, you know, I can’t…yeah, I can’t spoil anything. Jeff: Yeah. Don’t say anything else. I don’t wanna know. I don’t want the listeners to know. Layla: Okay. Okay. Jeff: What was the inspiration for “Fog City” overall? Because since you’ve gone with this family of assassins, it’s certainly different from what we’re used to in the Whiskeyverse where you’ve got all the, you know, FBI agents and other kinds of, you know, law enforcement as your main characters. Layla: So ironically, I was wandering through Wander Aguiar’s photography website looking for covers for a different project and I saw this picture of what will be the book three cover. And I had to know what the hell is their story. I mean it just jumped at me and I was like, I have to know the story. And then one of my good writer friends, Allison Temple said, “You can’t buy the pictures until you have a story.” She’s like, “Do not spend the money.” So by the end of the weekend, I had the story. I had all three of them and then I was like, “Okay, so let me piece together the three covers.” And so that’s kind of how it, in its original, came about, you know, thinking about doing it. So art really did inspire art in this case because the photos were just amazing. I wanted to branch out and do a little bit of something different. There have been hints of the people in the gray area, you know, Jamie, good guy, but some of that hacking is not exactly on the up and up. Mel, I think we saw go more and more, you know, in her bounty hunter business and be a little bit more flexible once she left the FBI. And so kind of going from there and wanting to play more in that gray area and having read books too, L.J. Hayward’s “Death And The Devil” series, in particular, you know, it’s fun and it’s to some extent pretty liberating. I don’t think it was…it wasn’t harder. There are less rules. Right? I don’t have to check the FBI’s hierarchy chart every day to make sure I’m naming someone the right position. So in that regard, it’s actually been a bit easier. Jeff: Your shades of gray is 100% right because it’s not a spoiler to say that Hawes, not only did he have the legit business on the side, but he’s even trying to modify the ways that the family does the assassin business to make it, I guess, less bad maybe. Layla: Yeah. So, there’s an event that happened three years ago that kind of drives a lot of the series and when you read you’ll find out what that is and to the extent it drives Hawes’ three rules, which are in the blurb, which is no indiscriminate killing, no collateral damage, and no unvetted targets. So, if they’re not…He is turning the organization away from kind of the killing machine that his grandfather, Papa Cal, was. And his parents were very methodical, very efficient, not a whole lot of emotion in it. And so, he’s trying to find the balance between those two of it being, you know, I don’t wanna say the killer with a heart of gold, but he is a killer with a conscience. And so he doesn’t even like the moniker Prince of Killers and what that stands and how it came about, which you’ll read about in the book as well. So, he’s definitely a great character. And then when you look at the broader picture of everyone in the series, Holt is, you know, this…he has a kid and he is, first and foremost, a father, right? And he is a hacker and he, because of where he’s at in his life, has pulled back to being kind of the digital assassin of the bunch. And then Helena, who is the sister, who is my typical female complete badass, love her, she works for…she does a criminal defense work in her day job where she is actually working for people who are wrongfully accused. And so there’s some shades of gray in her as well. And then even one of the other side characters is the chief of police who has an interesting relationship with the Madigans and he knows that there is some benefit to what they do and you’re gonna find out there’s some backstory with him as well as to where he is. So, there’s a reference to him in…If you’ve read “Trouble Brewing,” there’s a reference to him in “Noble Hops.” It’s the same chief, for those who are watching, that read that. So… Jeff: That was one of the Easter eggs that I missed. Because you and I have talked about the Easter eggs and there was some that I caught it and some was like, “Dang it.” Layla: So that’s one of…he’s the new chief, you know, that’s a little bit more flexible in the way things are done. And so everybody…and then Dante is also, you know, playing in his shades of gray as a PI and how far he’s willing to go and what he’s doing personally and professionally. Like where’s that line for him? Jeff: Helena is the one that I found the most interesting in her shades of gray because here’s an officer of the court who occasionally does some, you know, very illegal things, which isn’t to say that, you know, all lawyers are, you know, on the right side of the law. But for her, it seemed like really… Layla: Right. And she makes a line about balancing out her karma, right? That’s kind of how she approaches it to some extent of, you know, part of what they’re doing and why he…particularly Helena and Hawes are so well aligned like that, you know, Hawes wants the contracts of the people the law can’t reach or that escape the law, you know, who get around it, let’s just say, because of who they know or who they pay. And that’s kind of who their targets…that’s the targets he wants. People that have, you know, skirted justice for nefarious reasons. And her day job is the people who justice has wrongfully done. And so they kind of work hand in hand and her feeling on it plays to both of her careers. Jeff: You mentioned in this book you had less rules, so like, you’re not looking upon the FBI flow chart and things. Were there challenges to coming at these characters who had these shades of gray or was it…”free for all” is a little bit much, but certainly more freeing I guess. Layla: Yeah, certainly challenges. Though, I mean, you still have to balance the fact that, “Hey, they’re killing people.” Right? And how you balance that with their conscience, with the people around them, particularly Kane, who was the police chief, has a lot to deal with and going on kind of. So yeah, I mean it is definitely there. There were different challenges for me, I kind of liked it because I got to go a little bit more, even though it’s a shorter book than usual, I think going into their heads more than I typically would because there’s a lot more internal conflict – while still having tons of external conflict. I felt like there was more internal conflict about what they’re actually doing than, you know, being an FBI agent and knowing you’re on the right side of the law. So this was more…they had to kind of walk that line, particularly Hawes. Jeff: One of the things I like most about the book that is…in a lot of ways, it’s separate from the romance and it’s separate from the suspense element a lot is the family unit. And it’s a recurring theme, at least in the books that I’ve read of yours from, you know, Irish And Whiskey and their families. And then what we see of the families in “Trouble Brewing” of the main characters. And here I really feel like maybe it’s because we’re so much closer to the family that we really, even in the shorter book, get a lot about Hawes and Holt and Helena and their interaction with each other. What was your plan as you like populated this family and the characters that you wanted to put on the page? Layla: So, it kind of, I would say, came about organically to an extent. The first scene I wrote like that weekend when I saw the pictures, I wrote it and then I posted it in my little reader group’s like, “I hate you.” And in that first scene, actually there’s a reference to the siblings, but you actually don’t see them, but then they pop up. And part of it too was I had already found their pictures as well. I kind of knew who they all were, but, I also knew who we needed to do X, Y, and Z from a plot standpoint. I also didn’t want Hawes to be an island to himself. Right? And to some extent, giving the life that he lives. And, you know, the two aspects of his life, that family is gonna be the only…like they can’t really let anyone else get close. Right? And so, they’re so tight with the family. That’s the only people they trust. And so, that’s, I think, particularly why, you know, that’s who he debriefs with. That’s who they’re planning with and everything because that’s kind of it. And then, sort of, you have in that expanded family, you also have Holt’s wife, Amilia, and you have the grandmother, Papa Cal’s wife, and like that’s the tight-knit crew. And it has been that way for that family for three generations. And that’s kind of what you find out is that, this is what they do. And because of that, they have to keep it close to the vest and the families who they trust. Jeff: But even through that, you’ve got Helena pushing on Hawes to make the connection to find somebody. Which I love because even as all hell’s breaking loose, it’s like think about doing that because you could have what Holt has. Layla: Yeah. They both…you know, Holt’s happily married with a kid. And I think for both, for Hawes and Helena, you know, that’s the ideal. Their parents were happily married, right? Papa Cal and Rose were. So you can have happiness, right, in this. You just have to find the person who accepts it and where’s that line? And Dante is someone who could be that person, right? He comes in and he seems to know what they do. He seems to be okay with it. And it’s got a hint of insta-lust for sure. Like they’re immediately attracted to each other, but it’s not until later where Hawes kind of starts to think, “Huh, here’s this person who maybe gets it and is okay with it,” the way that Holt and Amelia ended up working out. And Amelia is part of the group, she actually has her own specialty with pressure points and being kind of a perfect Trojan horse for the group because she’s not as out there as the rest of the Madigans are with the business. So yeah. So, he starts to see that. And Helena is kind of also walking a thin line of, “I wanna be happy, but do we know who this dude is?” Right. “Hey, Buddy. Okay, go have fun. But be careful.” So, he’s trying to be the rational one in that scenario. Jeff: So, we know that this is a trilogy. How far does “Fog City” go overall? Do you have a grand plan? Layla: I do, I do. Hawes and Dante will have a trilogy. So they’re the main characters through books one to three. And then Helena will have a book and then there’s another fifth book, but I’m not gonna say who that is because that’ll spoil things. But everybody will get their HEAs by the end of it. I’m looking at five and then I’ve got some ideas for spin-offs and I may already have some cover photos bought for them. I would say I like building big verses, right? I mean, I grew up…I mean my intro to really reading a lot of romances, Kristen Ashley, and I love that big verse concept. And so I like building them too. Jeff: And if you, you know, put it back on TV, I mean, you look at things like the Arrowverse and all of its characters or all of the Chicago shows on NBC, you can have all of your one big, huge comboverse. Layla: Yeah. No, and that’s kind of like that. I grew up in all that too. I was a TV person first. I come from that world where it is all intertwined like that. I like doing that. I like cameos and seeing characters and it’s fun. And you know, Mel runs everything, just remember that. That’s all you need to know. Jeff: Even if the characters don’t know that, she’s really in charge. Layla: Everything. Yeah. Jeff: Now, we gotta give you a congrats too because in the midst of you getting this ready, it was announced you’re a finalist for the Romance Writers of America RITA Award, for the book, “Relay.” Layla: Yes. Yes. Jeff: Which is awesome. For those who don’t know, tell us what “Relay” is about. Layla: “Relay” is book one and the “Changing Lanes” duology, which is “Relay” and “Medley.” So, two books. The duology follows the four men who are on the U.S. men’s medley relay team, swim team. And so, the first book, “Relay,” which was nominated, is about Alex Cantu and Dane Ellis, who had a little summer love affair at a training camp 10 years ago and didn’t go well because Dane is the son of an evangelical minister and very closeted. And so he ends up on the same Olympic team with Alex, who is the team captain, who’s worked his tail off basically to get where he’s at and he is…you know, it’s enemies to lovers to start. Obviously, there’s a lot of friction there from what happened in the past. And then they end up on the relay team together, have to work together. And so then you’ve got a bit of a second chance love story. That’s what it rolls into. And so you see up through the first two legs of training camp and Olympic training in the first book. So you see the two domestic sites. And then in the second book, “Medley,” which follows the other two characters, Boss and Jacob, that’s a mentor-mentee. A little bit of an age gap, like 26 to 19, I think. And Jacob’s this lovely like pirate-quoting cinnamon roll. I love him. He’s so much fun. And two bi characters. Jeff: Pirate-quoting cinnamon roll? Layla: Yeah, he’s a cinnamon roll character, like, he’s a total dork. Jeff: I love that description of him. Layla: And so, then you see international training in the Olympics in that book. So they go hand in hand. And I’m really…you know, there are definite problems with the RITA awards has been brought up with getting better representation. I am happy this book got through. Alex is a character of color. And, you know, when I wrote this, I wanted to say, you know, “This is the U.S. Olympic team, a representation that I would like to see,” right, that’s diverse in sexuality and race and, you know, I’m glad that it did get to the finalists because that’s at least out there. Jeff: And again, congrats for that. That’s cool. I’ll have to go pick that up now because I have not picked up your sports books and I’m certainly like a sports romance lover anyway, so… Layla: One of my good friends was a competitive swimmer up through college and so I talked to him a lot and then one of my other friends swam up through high school and then a little bit in college too. So, it was something different, you know, and I think it was right about the Olympics time where we started talking about that idea and then it just rolled. Jeff: As I mentioned, there was some research involved there too, just to know what the training program was like and where it happened. Layla: And then some of it was my own, like, but too, they go to Vienna for training and I studied abroad there. And I’ve kinda always wanted to put it in a book. And so that was a lot of fun – everywhere there is somewhere that I went and even the fight that happens up in the wine country kind of happened to a friend. And so it was interesting like to see kind of, it was a different source of the fight, but you know, I was traipsing through this little village in the middle of the night going, “Where’d you go?” Jeff: That’s awesome. Drawing from real life events. You’ve got a bit of a con schedule going on this year. You’re headed to BLC so you’ll be at the first incarnation of Book Lovers Con in New Orleans, but you’re also making your very first trip to GayRomLit this year. Layla: I know, I can’t wait. It’s finally back out here, relatively close to us on the West Coast. I’m so looking forward to that. You know, I loved…I’ve been to an RW International and then I went to RT last year and I love the reader interaction like that. I like that part of it so much. And so that’s why I’m going back to Book Lovers Con to get more of that, but then I really want to go to GRL because those are particularly our readers, right, and my favorite authors, so I can’t, you know, wait to meet some folks. See folks that I met last year, meet others, and then like… two of my closest writing friends I’ve never met in person, they’re both going to be there. So I can’t wait for that. Jeff: So name drop a little bit. Who are these people you’re meeting in person for the first time? Layla: Well, what’s cool at Book Lovers Con is that I’ll get to meet Annabeth Albert, who’s been a sprint partner, publishes with the same…with Carina Press too. So that’ll be awesome. But then, yeah, at GRL, it’ll be Erin McLellan, who you actually reviewed “Clean Break,” and Allison Temple. So we’re looking forward to that. Jeff: Very cool. Now, of course, “Fog City” continues through this year. I know you’ve got at least one other book sneaking it’s way out there. What else is coming up this year? Layla: So there’ll be the three “Fog City” books and then “Dine With Me” comes out in September and it’s very different from everything else. So, well, I guess not, you know, if you read my books, and even in “Fog City,” there’s food, there’re restaurants because I am a complete and total foodie. And so “Dine With Me” is kind of my love letter to restaurants that I’ve loved, to food experiences that I’ve loved. And it follows Miller Sykes who is an award-winning chef who gets a diagnosis, a medical diagnosis, and basically if he gets treatment, he will lose his sense of taste. It’s a high likelihood that the treatment and surgery will compromise the sense of taste. And as a chef, dude, how? Like even as a foodie, you know, God, I can’t imagine and I can’t even…as a chef, wow. And so rather than get treatment, he decides to go on the last tour of his favorite meals. And it’s not just high end, you know, it’s dive bars and, you know, there are high-end restaurants also all across the spectrum for everything a different place offers. And that’s partially my experiences too, everywhere there is based on somewhere I’ve been. And then Clancy Rhodes who is the financial backer for this effort is kind of along for the ride. He’s a total foodie, experiencing it, and how he starts to piece together what’s going on and also starts to realize they have a lot in common. Despite, you know, a bit of an age gap and coming from different places in different worlds, they are both kinda facing these great expectations and how to handle that. And he has to convince him that, you know, life is more than just your taste buds, right, and that love’s worth it. And so it’s the book of my heart. It’s been in my head for years. I’ve sat on the first chapter since 2015, 2016 it was on the initial list of blurbs I gave my agent, and we finally found a place to make it happen. So I’m super excited about it. Jeff: That’s awesome because it’s always good to get the book of your heart out there. Layla: Yes. Yeah. Like I said, it’s different. You know, there is a ticking clock aspect to it given the diagnosis and what’s going on but, there’s not a car chase, which is unusual. But it’s a much more internal book and a lot of food gushing. So, you know, I generally say have snacks and tissues, just FYI. Jeff: That’s not really a bad thing for any book to have the snacks and the tissues nearby. Layla: You’ll really need it. So, I’m excited. That comes out September 16 and that’ll be from Carina, that one will. Jeff: Cool. And I have to ask before we wrap up, how was it to wrap up the Whiskeyverse for now – as “Trouble Brewing” wrapped up earlier this year? Layla: Yeah. I mean, good. Right. I like where everybody got to. I loved writing that last scene in “Trouble Brewing” and “Noble Hops.” You know, it was just kind of a nice – everybody’s where they should be. Right. I was glad to give everybody their happily ever after there. I did see some things, which are in the pipeline. And so, things may happen in the future depending on time and whatnot. But I’m excited for it and I’m glad Nick and Cam and Mel and Danny and Aiden and Jamie all got their happy. They definitely deserved it. Jeff: Yeah. Yes, they did. They worked for it. Layla: They worked for it. Jeff: Yeah. It was such a satisfying read. If anybody hasn’t picked those books up, they need to for sure. Layla: Thank you. Jeff: So what is the best way for folks to keep up with you online so they can keep track of all the “Fog City” releases and the upcoming “Dine With Me” and everything else? Layla: Yeah, so probably my Facebook group, Layla’s Lushes is where I’m at the most. And you can find a link to that on my Facebook page too, which is just Layla Reyne. So, that’s me on pretty much all the platforms on Twitter, Facebook, and Instagram. I’m on Instagram a fair bit. There’s a lot of food and my pugs there, so just FYI. I would say the reader group and the newsletter too, which is on my website, there’s a banner, so it’s laylareyne.com and you can follow and find it there. Jeff: Yup. We will link to all that in the show notes along with all the books. The reader group is the place to be because it’s where you find out about like, oh, the first chapter of “Fog City” well before anybody else does. Layla: Yeah. I kind of like…I have a hard time sitting on stuff. I ran one of the big “X-Files” spoiler sites back in the day, so if that tells you anything, I’m a bit of a spoiler junkie and have a tendency to spoil things though, just FYI. Jeff: Yeah. Everybody should go join up with that if you’re into Layla’s books in any shape, form, or fashion. Layla: Yes. Jeff: All right. Well, Layla, it’s been so good talking to you. Thank you so much for the great read that is “Prince of Killers” and I look forward to keeping track of “Fog City” as the year progresses. Layla: Excellent. Thank you so much for having me again. It’s been fun. Book Reviews Here’s the text of this week’s book reviews: Anticipating Disaster by Silvia Violet. Reviewed by Will Nice-guy Oliver enjoys his quiet bookish life – so he’s less than thrilled to be attending a family reunion at a ski resort. He braves the frigid temperatures and disapproving attitudes of his extended family to please his grandmother, who he adores. Irresistibly sexy bisexual outdoorsman David is in town to help his friend mend a broken heart. While his bestie distracts himself with a pair of slope bunnies, David sets his sights on klutzy Oliver, offering to give him private ski lessons. Flirtation leads to friendship and to David accompanying Oliver to some of the planned reunion activities. When certain family members mock Oliver’s nerdish tendencies, David fiercely defends him. Can’t they see how smart and sweet and kind he is? To give Oliver a vacation from his relatives, David takes Oliver to Anticipation, the picture-perfect mountain town that he calls home. The more time that our heroes spend together, the more they think this might just be the real deal. The problem is that neither one of them does casual relationships. David has his life in Anticipation and Oliver has his life back in Florida with his grandmother. A long-distance arrangement doesn’t seem particularly practical and they sadly part ways. Oliver returns to his real life and, after some time apart from David, he realizes (with some help from grandma) that his quiet existence might be more about hiding from life than truly living it. He decides that David is well-worth the risk and heads back to Anticipation to start a new adventurous chapter in his life story. I really enjoyed Anticipating Disaster. The author takes some familiar character types and story tropes and crafts a really compelling story, while at the same time giving the romance her own twist. The set-up might be pure category romance, but let’s be real, this is a Silvia Violet book, so you know that the heat level is going to be cranked up to 11. Oliver has a penchant for lacy undergarments and, over the course of the story, David discovers he likes cute guys with a penchant for lacy undergarments – like, A LOT. Also, in the bedroom, David has a talent for turning some particularly filthy turns-of phrase. So the time our that heroes spend together do not disappoint – these aren’t the kinds of sex scenes you’ll skim over. This book is the first in a series with the quaint town of Anticipation serving as the backdrop for future installments. A few side characters are introduced in Anticipating Disaster and I look forward to the new romances that will unfold in upcoming books. Prince of Killers (Fog City #1) by Layla Reyne. Reviewed by Jeff. Anyone who’s been listening to the show over the past year knows that I’ve fallen hard for romantic suspense, and in particular the stories that Layla Reyne writes. As soon as I offered the chance to read an advanced copy of Prince of Killers I jumped on it and devoured it in just a few days. Not only is the suspense tight but the budding romance had great sizzle. I’ve never read romantic suspense where someone in law enforcement wasn’t at least one, if not both, of the central characters in the love story. In this book, our main character is on the flipside of the law as the leader of a family of assassins. This provided an interesting twist and I loved the ride. The titular prince of killers is Hawes Madigan who has recently come into leading his family’s business because his grandfather is on his deathbed. One evening, just before a job, Hawes gets information that someone inside the organization is looking to take him out and possibly targeting others inside his family. The bombshell is dropped by the mysterious Dante Perry. The news of betrayal from the inside throws Hawes for a loop. He figured some associates might take issue with the new rules he’s put into place, which include no indiscriminate killing, no collateral damage and no unvetted targets. He introduces these rules because of past incidents that haunt him. The introduction of the Madigan family and how they approach their line of work fascinated me as much as the suspense of the internal sabotage and the romance that blooms between Hawes and Dante. Hawes has a twin sister, Helena, and younger brother, Holt who has a wife and baby daughter. Holt’s the tech wizard for the organization and Helena has another career as an attorney helping those who are wrongfully accused. Hawes’s life revolves solely around the family businesses–both the legit refrigeration business and the not-so-legit assassin game. The interplay of the family members as they try to sort out the traitor in their midst while dealing with their dying grandfather is so sharply written. There’s barely time for them to process any one thing that happens and yet the do make time to support and care for one another. Helena even pushes Hawes toward Dante as a potential partner because she wants her brother to have someone. Hawes taking the leap to trust and fall for Dante is one of things I love most about the book as he finds the strength to overcome the fear of putting his family at risk. Even though Holt has made a family for himself and his parents and grandparents had a successful family life, Hawes feels that he needs to be cautious since he’s the family leader now. Dante also goes out of his way to get Hawes and the family to trust him with not only their brother’s heart but aspects of the business as well. Hawes using Dante as his rock as the plot against the family unfolds, exposed his vulnerabilities perfectly. Meanwhile, the bombs that dropped in the final quarter of this book were ones I hadn’t seen coming and got my heart thumping. This is book one of a trilogy and as was the case with Layla’s other books I can’t wait to see where she takes this story. Similar to the Irish and Whiskey and Trouble Brewing trilogies, the Hawes and Dante’s story doesn’t fully wrap up at the end of the book. Of particular note, Prince of Killers ends with a significant cliffhanger. I don’t mind cliffhangers but if you are averse to that kind of ending you might want to wait until book two’s out so you won’t be waiting long to see what happens next. For me Layla’s redefined what a family of assassins looks like with this book. Fog City kicks off with some mind-blowing twists and I can’t wait to see what happens next.

Happy Pride Month! Jeff discusses the awesome Pride Month video from the NHL. He also talks about all the things that happened during release week for Netminder. Members of the Queer Sacramento Authors Collective had a reading this past week at the Lavender Library and will be reading again this coming week at Time Tested Books. The live streams are available on the podcast’s Facebook page. We talk about the Coastal Magic Convention 2020 lineup of m/m romance featured authors. We review the Elton John biopic Rocketman. Jeff reviews Max Walker’s A Lover’s Game. Will recommends books for Pride month: Pride: The Story of Harvey Milk and the Rainbow Flag by Rob Sanders, Stonewall: A Building. An Uprising. A Revolution by Rob Sanders, The Stonewall Riots: Coming Out in the Streets by Gayle E. Pitman, Stonewall: The Definitive Story of the LGBTQ Rights Uprising That Changed America by Martin Duberman and The Stonewall Reader curated by The New York Public Library. Jeff interviews C.B. Lee about the latest book in her Sidekick Squad series, Not Your Backup. We also discuss the origin of the Sidekick Squad, what C.B. hears from readers and what’s coming up next. Complete shownotes for episode 191 along with a transcript of the interview are at BigGayFictionPodcast.com. Interview Transcript – C.B. Lee This transcript was made possible by our community on Patreon. You can get information on how to join them at patreon.com/biggayfictionpodcast. Jeff: Welcome C.B. to the podcast. It’s great to have you here. C.B.: Hello, thanks for having me. I’m so excited to be here. Jeff: Yeah, it’s very exciting. We got to see you last year at the LA Times Festival of Books for a little, teeny, tiny interview. But we’re thrilled to have you back as we start to talk about “Not Your Backup” which will come out on June 4th, just the day after this airs actually. C.B.: Oh my gosh, that will be really exciting. I actually got to touch the advanced copies for the first time last week at YALLWEST, which due to this fun time jumps of podcasting… Jeff: Well, actually a bit about a month ago. C.B.: Right, right. But, yeah, it was really interesting just to, like, hold it for the first time and see it in print. Granted, the advance copies have typos since, you know, I went through and did all the pass through the typos. But it’s fun, it’s fun. It’s great that, you know, it exists, it’s in physical form, hasn’t quite felt real till now, but now it’s a real book or will be very soon, or tomorrow for your listeners and readers. Jeff: There is something about holding that physical copy, even if you see it, you know, even if it’s on your tablet as an ebook. It’s like there’s nothing like that paperback when it gets there. C.B.: Yeah. Jeff: Now, “Not Your Backup” is book 3 in the “Sidekick Squad Series.” And, for those who haven’t experienced this series or heard of it, tell us what this series is all about. C.B.: Sure, it is about a group of queer teens that take on a corrupt government superhero agency. And they live in this sort of post-dystopian world where superheroes are kind of treated like celebrities. And there’s, you know, shadowy government organizations and mysterious heroes, league of heroes, that kind of dictates who gets to be a hero and who gets to be a villain. And our protagonists all kind of uncover this huge conspiracy, and then they work together to build a resistance and take it down. Jeff: It’s quite the world that you’ve built here. I mean, you hit so many things that are dystopian, U.S. future, superheroes, villains. What was your inspiration for all of this? C.B.: So I’ve always been fascinated by kind of the, like, post-apocalyptic or dystopian worlds. But a lot of the media that I’ve read mostly focuses on kind of the…when you’re in the middle of the disaster, when you’re in the middle of the catastrophe, when everything is going wrong, how are people struggling to survive. So I really wanted to see a world that was…you know, so this is more of like a solarpunk take where the world has started to move forward, where it’s 100 years after all of these disasters have happened – kind of the impetus for the superpowers. And my book is a really extremely intense solar flare that catalyzes latent gene in people. And then after the flare, which knocks out a bunch of nuclear power plants, also, it starts kind of a chain reaction of a bunch of environmental disasters. So 100 years later the governments of the world have kind of shifted and changed, there’s been wars, there’s been fights over resources, so the United States is now part of the North American collective, which is the entire continent of North America, which is now the habitable places. There’s, you know, 24 regions, which is, you know, kind of what’s left of the states. So there’s different areas all across North America, which are now the regions in which people live and, you know, continue to move forward with, like, their amazing technology, and hover tech, and all this amazing, clean technology. But, at the same time, you have all of these like high-tech cities, but outside of those regions, everything else is like the unmaintained lands. So, you know, the government is claiming there’s radiation danger and don’t venture out, but, of course, our heroes are like, you know, what the government tells us isn’t necessarily true. So a lot of…actually, the fun of writing “Not Your Backup” is one of my working titles was “Not Your Road Trip,” because there’s a lot of road tripping in this book. Jeff: Yeah, I noticed. There’s a bit of a road trip in the sneak peek that I got to read too, that they’re out on this road trip, essentially on a mission. C.B.: Right, right. Yeah, there’s the heist in the beginning of the very first chapter. But, yeah, there’s a lot of fun. We get to see a little bit more of the country outside of the cities in this book, so that’s exciting. Jeff: Now, each of the books deals with one of the main heroes, if you will, or the sidekicks, if you will, given the titles of the book, but they’re really the heroes. In “Not Your Backup”, we focus on Emma, who is really the only one of them without the powers. What’s happening to our heroes this time out? C.B.: So at the end of “Not Your Villain,” we have destroyed the registry, which…the big name of everyone who’s ever registered with powers that Captain Orion was planning to use to kidnap people and use for experiments. At that point, our heroes have been looking for the resistance the whole time. And they find a mysterious group that’s been leaving messages on encrypted channels. But then, at the end of the book, they realize that this is actually like a group of nerds that have been joining together to watch movies like “Star Wars,” and “Harry Potter,” and stuff. So they realize that they need to start the resistance. So that’s where we are at the beginning of “Not Your Backup,” where Emma and Bells are back in Nevada, and they are kind of in the midst of this fledgling resistance group – meanwhile, Jess and Abby are at the villain’s guild hideout in the Rockies and they’re trying to corral all the other meta-humans into taking action. So, the beginning of the book, you know, where kind of everyone has different goals, but then they all come together. It’s more about like building the resistance and finding… For Emma, it’s her journey in finding who she is. And, really, she’s a very natural leader, she loves coming up with plans, and she’s definitely a Gryffindor. She’s the first to jump in and try to take action. Her default is, like, fight me. But she also is, as you mentioned, she doesn’t have powers, and so when she’s trying to take a more active role in the resistance, she kind of butts heads with a few of the other members as they have different ideas about who is and who isn’t part of the resistance. Jeff: She just needs to remind them that Batman didn’t have powers either. He just had a really good utility belt and brains. So she could definitely fill that role. What’s been the driving force behind deciding the type of character that you have at the forefront of each book? Because the three books have very different, distinct character types and personalities, and just everything about them is just…they’re just very different from each other. C.B.: So, from the beginning, I wanted to tell this story about, you know, this fun adventure story with queer protagonists. So each book would center on another one of them in the main four. So there’s…and then after “Not Your Backup”, there’s one more book which will be Abby’s story, and so she will round out the quartet. But each of their…you know, they have very different personalities, but it’s been interesting writing their stories because each of them are on their own journey in what makes them a hero and finding how do they define success, and how do other people see them, and how do they see themselves. So, for each story, because we’re moving forward in time, as we get to see who is really, you know… It’s been interesting, because all four books will fit together as a series, but in each book, everyone gets to have their own journey. Jeff: Which I really like because we’ve been introduced to all of them all the way back, you know, back in the first book, but then they get to their own story, which could essentially be read as a stand-alone, if you wanted to, I guess, although reading all of them together is much better. What was the bigger challenge to come up with the trajectory of these four diverse characters or to build this alternate universe of the U.S., or were they kind of equal challenges? C.B.: I feel like the challenge for me is I’m not like a great outliner or I haven’t ever really been a planner. So I’ve always been more of the pantser in the writing style. So when writing a series, when I wrote “Not Your Sidekick,” I didn’t know, up until I think I was about 50,000 words in when I realized that I could not basically solve the problem in that one book, you know, because when I pitched it, it was one book. And then I was like, “Well, I really love all of these characters.” There’s a huge…there’s a bigger story here that I’ve introduced, and I will need more than one book to solve it. And so, from the get-go, I knew the next story after Jess would be Bells because you get into, like, the backstory of the meta-human training and the heroes, league of heroes. And so, I think, overall, just planning a series is really challenging. Some people are great at it, where, you know, they have very detailed outlines, they know, from the very beginning to the very end, what the key points are going to be. And so, as I was writing book 1, I kind of had a panic attack and I was like, “Oh, no, I have to figure out what’s going to happen in each of the books.” And then as I restructured things and then writing book 2 and then 3, it’s kind of come to a point where I’m working on book 4 and now, like, everything that I… One of the reasons why it took me a longer time between book… So “Not Your Villain” came in 2017 and “Not Your Backup” is coming out in 2019. So I didn’t have a book come out last year because I was still working on crafting the storyline because whatever I did or didn’t do in book 3 would determine what would happen in book 4. So everything had to fall into place, and I had to like figure out a lot of stuff. So it was challenging, but I think, you know, it’s still challenging, but that’s part of the joy of writing is to figure out how to tell the story you want to tell. Jeff: If you do a series again, do you think you’ll try to do outlines more in the upfront or now that you’ve had this experience, do you kind of know how to do it and keep your pantser ways going on? C.B.: I don’t know if I’ll ever… Like, I feel like with each book, I’m like, “Oh, do I know how to write a novel now?” But like every book is its own challenge. I do have a better sense of like, okay, you know, how do I plot as a pantser? And then plotting for pantsers, and like learning how to like… For me, I just tend to think of an outline like a road map where I have these destinations I wanna hit, but I’m not committed to – I don’t have to see everything and if I go off track or take a different route, that’s okay as well. So as long as I kind of get the same…like, it’s all in the journey of how I get there, and then the destinations that I pick along the way, if I get to them or not, that’s cool. I kind of have these benchmarks that I want to reach. But I really like thinking of the framework in which I think about my books as a roadmap. So I’ll try to plan out, you know, all the cities I want to visit, but I’m open to discovering places along the way and kind of building up on that. Jeff: How does the pantser sort of method work while you’re world building? Or do you try to, at least, before you start writing, “No. This is my world. This is what’s happened. This is what the U.S. looks like now, and how all that works?” Or does that come organically as you go as well? C.B.: I actually thought like, really early on established the world and what it looked like. I drew a map of which countries were left and which, how, who, what alliances were made in probably much more detail than you’ll ever see in the books because basically I plotted out what happened in that World War III, and what areas were no longer habitable, and all of these things, and all the different lines of, like… I probably spent way too much time figuring out the socio-economic holes, ramifications of which country is now aligned with what country and which countries refuse to join a union or…and they’re all new countries. So there is this whole political backstory of, like, which country fought….you know, which alliance was at war, which alliance and what’s still happening overseas. Some of which you’ll see, but it is the world itself. I’ve always enjoyed world building, and I think it’s really fun to come up with the…I think once I wrote book one where I established, like, how do the powers work. Every power level is different. For example, like the A class, B class, or C class, depending on how…basically, I wanted all the meta-humans in my world to…their powers basically are dependent on…like, they have a limited number of time per day that they can use their powers. So once they’ve used it, then they can’t use it for the next 24-hour period. So it’s a different sort of look at superpowers and abilities because you have to be more mindful about how you use your powers. And so that was an element that I established early on, but overall, I think for me, world building, there are some details I discovered along the way, but I pretty much plotted the world building which is a funny like…and it’s interesting to think about, even though I do consider myself a pantser, how much of this series I did very much envision out from an early stage. So like some of the confrontations and the fight scenes, and the stuff that… I’ve been planning one particular scene in book 3 since book 1, and I didn’t get to do it until… And, so that was like a fun way to be like, “Oh, yes, I’m finally going to like write the scene that I’ve been waiting for.” But I’d had a lot of these moments in my head, and just planning it out and getting the opportunity to like, “Okay, yes. Now, I’m getting to that chapter. I’m getting to the point in the whole series where we’re getting…you know, it’s coming full circle.” So that’s very satisfying. Jeff: It sounds like you’d have a lot of bonus material too if you ever wanted to release it, if all the stuff that you’ve got of the world itself, and the disaster, and how it’s split up. C.B.: Yeah, I mean, potentially, I have a whole timeline that I could release. And then I did these fun… For “Not Your Villain,” I did all the deleted scenes, well, deleted as far as they were cut for length. But I still consider it part of the story, the cannon. So those are an extra that are available on my website. I’ll probably do something similar for Backup, but I’m not at that stage yet. Jeff: Right. It’s good to know about the Villain extras. I’ll be going to check those out. C.B.: Yeah, yeah, they’re fun. They’re all in one PDF. And my book designer, C.B. Macera, was amazing. And she formatted them the same way as the book because we have a lot of extra art as well because she does these amazing, like, chapter headers for each chapter. She’s so talented and amazing designing the covers and the interior of the book, really, you know, capture that feel. And so, “Not Your Villain” actually, in the edits, went from…yeah, it was cut a lot. So, you know, it’s really sad as a writer to kind of see these scenes go, but, you know, as far as, yes, and my editors are great about, like, “This scene is great. But, you know, it kind of slows down the pacing,” or like, “This scene takes us in a different tone or direction, and, like, while they’re great, they don’t fit in the story at that moment and kind of take us away from the main action.” So I understand why they had to go. And, yes, the story is stronger overall, but I like them as an extra. Jeff: Yeah, we’ve all gotten used to those on DVDs over time, so there’s really no reason books can’t have them too. C.B.: Yeah, yeah, it’s a fun extra to have the deleted scenes. Jeff: So you mentioned one more book in the series, the fourth one, is that gonna be it for these heroes? C.B.: Yeah, I can’t say for sure that the door is completely closed. But for this arc, this storyline, that will be the series. It will be completed with Abby’s book. Jeff: We could treat it like the Marvel Universe. Now, if phase 1 is over, and there could be a phase 2 eventually, once you figure out what that is. What got you started in writing? C.B.: I love telling stories. And think I was very young when I tried, like, writing a story for myself. I had an old notebook that I would scribble this adventure story in when I was in sixth grade. And then I’d kind of start and then every recess, I’d pick it up or I’d work on it when I was supposed to be doing homework or stuff in class. And so I’ve always wanted to tell stories. I didn’t really think of it seriously as a career. And then, after college, I went to school for science. And so I was going to get a PhD and do all this stuff, and I, you know, ended up going a different route. And really writing has been a journey where it kind of comes…it ties back to, and I guess like the “Sidekick Squad Series” and the titles were all, you know, the titles are all about, like, hey, I’m not who you think I am, I’m not the person that you’re claiming that I should be or expect me to be. It comes back to where, as a queer woman of color, I didn’t really see a lot of myself in books growing up. And so what I really hoped to write was, like especially when I was writing Sidekick for the first time, I wanted to write a book for my 16-year-old self. So this is the book that I wanted to read. And I wanted it to exist. And so writing…and then I also just like telling stories. So I wanted the story to be fun, I wanted them to be happy and have, you know, there’s drama in them. But overall, I wanted to see kids like myself, and kids who looked like me, and other kids, that reflect the world that we live in because trans kids exist, asexual kids exist, mentally ill kids exist. And there aren’t enough stories where they get to be part of something that’s a superhero adventure, or something fun and fantastic like this. And so I wish that I hope…and I think there are definitely now, in the past, you know, 5, 10 years, there’ve been a lot more stories, and I think that’s great. So I’m just really excited that now people are writing more and more and reading more and more, and there’s a lot of great books to come. Jeff: And one of the things to not…I don’t want to knock the coming out story because those are very important and very needed. But in these books, that’s not really part of it. I mean, this is a much bigger adventure these teenagers are on that just doesn’t revolve around their sexuality so much, that just, there’s so much more going on, which I think is awesome and gives everybody something different to read. C.B.: Yeah, I love that…like, I want us to have the breadth of different types of genres and stories that there are for, like, able-bodied heterosexual people. Like, I want there to be so many stories to choose from. And so, you know…and I really love…I think there’s a lot of power in having joyful stories as well and stories where, yes, sexuality is a part of it, but, you know, who I am is not just my sexuality. Like, every person is multitudes where who you are is made up of so many things like your passions, your dreams, your hopes, your hobbies, your friends. Who you are as a person isn’t just one thing, and we’re all…I love being able to explore that and getting to see… I want people to see that people in the LGBTQ community are like fully nuanced people that get to be complicated and have flaws and go on adventures, or fall in love, or discover more about themselves in the way that all straight people can. Jeff: Well said. I like that for sure. Who were some of your author influences as you got started on your writing journey? C.B.: So I really love the “Harry Potter” series growing up. That’s a huge influence for me. That was one of the first ways I started writing was “Harry Potter” fan fiction because I loved that world so much. And just a lot of…I read so much fantasy like Ursula Le Guin, Diane Duane, Eoin Colfer, like tons of fantasy, Jane Yolen. I started to read a lot more widely. I think when I was a kid, there was a point when I would like go to the YA section and just read like everything in the library. So I would pretty much read everything, but I tended to love fantasy and sci-fi the most. Jeff: Nice, and now you get to write your own. C.B.: Yes. I’m really lucky. Jeff: Is there a genre you want to branch into as you close up the “Sidekick Series?” C.B.: I’m excited to write more fantasy. So the “Sidekick Squad” is more sci-fi, speculative. So I’m working on some fantasy stuff. I’m excited to share it. I have some contemporary stuff. I have a short story coming out next year in the next “All Out” anthology. So that’ll be fun. It’s like a very fluffy high school romance that’s just set in like… The only magic is the friendship and the romance so… Jeff: Aww, sometimes that’s all you need though. C.B.: Yeah, yeah, it’s fun because when I was writing it, I hadn’t written just contemporary in a long time. So that was really fun to try and explore that. Plus, I got to put a lot of puns in there, so it’s all good. Jeff: You seem to travel a lot. I feel like every time I see you on social media, it’s like, “I’m going to this event” or, “Here I am at this event, come see me over here.” What drives you to be out on the road so much? C.B.: So I like the opportunity to see, meet readers. I live in Los Angeles, and I’m really lucky to have the opportunity to go to a lot of events that are fairly local. I also think it’s really important to travel when I have the opportunity to, and I’m lucky that I’ve been able to, and sometimes I will just commit to doing it out of my own pocket because I want to meet readers in those areas. So I love…yeah, I already said it, I love meeting readers. But, especially in places where you don’t get a lot of, you know, LGBTQ resources, or teens don’t necessarily get to see a lot of authors or books with this content come their way and getting to meet teens in, you know, small towns or getting to meet people even though I do a lot of web chats. And so that’s fun chatting with libraries or classrooms through the power of the internet, which is amazing. But, part of being on panels and having these conversations is important to me just because, you know, I get to share with people that might not have heard of my books before or are just learning about it for the first time. And so that’s always a very special moment to me when someone’s like, “Oh my gosh,” like, “This is exactly what I’ve been looking for. I didn’t know it exists, but now I do.” And so that’s very meaningful. And sometimes I get to meet people who have already read the books, and that’s very important to me. And that’s a part of the most rewarding things to me as a writer is knowing that your work has made an impact on someone, whether it’s just making them smile, or, you know, to the depth of having someone like… I’ve cried over several really long emails just because sometimes people are really sweet and talk about like, “Oh, this is my coming out experience”. I want people to see that they’re valid. And so knowing that someone else has read my work and recognize themselves, that’s one of the most rewarding things I’ve ever done. I was in Seattle recently, earlier this year, and one of the events I did was with the Seattle Public Library where we went to the LGBTQ Youth Center. And that was really powerful just to, like, hang out with kids and chat with them and what are they looking forward to as far as like, “Hey, what’s powerful to me, what’s fun to me?” A lot of this is stuff that I totally resonate with when they connect with a character on TV or are upset that, you know, that character got killed off in one season or whatever, because of TV. But, you know, it’s always great to chat with people. Everyone’s always going through something. Jeff: Yeah, for sure. So we’ve hinted a little bit about some stuff that’s coming up for you. You’re working on Sidekick 4, you’ve got a short story coming out next year, anything else we should know about? C.B.: I’m also writing the new “BEN 10” original graphic novels with BOOM! Studios and Cartoon Network. So one is already out. It’s called “The Truth Is Out There.” It’s where “Ben 10” is part of the Cartoon Network show where Ben can turn into 10 different aliens. So it’s fun. It’s a fun, middle-grade romp. So I’m doing a number of those graphic novels with BOOM! So those will be available throughout…I can’t recall the dates off the top of my head, but another one is coming out in July, and then one more in October of this year and then the next year, there will be some more coming as well. Jeff: What’s it like writing for graphic novel because, I mean, that’s a different sort of animal, a novel that, you know, is 60,000 or 70,000 words long? C.B.: It was definitely a new experience. It was a lot of fun trying a different medium. Like, definitely writing a script goes differently as far as…and I catch myself like “Oh, I’m being too descriptive. This is literally…the only person who will see this is the artist.” And it’s also a great collaborative process. So it’s really fun to work with the artists and editors and bring together this story that exists in its own medium. It’s not just me, the writer, but what the artist is bringing, and collaborating with them, and getting to like…you know, I’ll write the dialogue and the action. And then they’ll imagine it in a certain way of like, “Oh, I didn’t think of that,” and that’s really fun. I really like the graphic novel format. I’m hoping to do more. I’m really excited to be working on these projects. And, yeah, hopefully, I’ll be able to share more upcoming projects. Jeff: Pretty cool. And speaking of, what is the best way for people to keep up with you online? C.B.: You can always find me on Twitter and Instagram at, C-B-L-E-E_C-B-L-E-E, because it’s double the trouble. My website is cb-lee.com, and then you can find more links to other ways you can connect with me. Usually Twitter and Instagram, where you can find me the most – that’s where you can connect with me. So in my website, it has like fun stuff. I try to update it with writing resources and my upcoming events. And I also have a newsletter, which will have some special tidbits probably like the deleted scenes, which is the very first place I offered the “Not Your Villain” extra scenes. Jeff: Pretty cool. Well, C.B., thank you so much for hanging out with us. We wish you all the success with “Not Your Backup” when it comes out on June 4th. C.B.: Thank you so much for having me. And I really appreciate it. I’m so excited. And I hope everyone enjoys the book. Book Reviews Here’s the text of this week’s book reviews: A Lover’s Game by Max Walker, narrated by Greg Boudreaux. Reviewed by Jeff I was so happy that this fourth book in Max’s Stonewall Investigations series released in audio just a couple of weeks ago. I’ve been eagerly awaiting the final installment of the series and I was not disappointed. The series has been working up to the final showdown between private investigator Zane Holden and the Unicorn Killer. The Unicorn has loomed large over the series–a serial killer that terrorizes the gay community in NYC. The killer’s gone after partnered gay men and Zane’s husband was aomng the victims. In the first book we find out the Unicorn’s returned and now in the fourth one Zane’s obsessed with bringing the reign of terror to an end. At the same time, Zane is preparing for his wedding to Enzo, the defense attorney who captured his heart in that first book. Unfortunately, Zane is so occupied with the case, he’s missing things, like cake testing and venue selection, and he hasn’t told Enzo that he’s even back on it. Zane thinks he’s protecting Enzo by keeping his activities a secret, but Enzo feels it puts him more in danger not knowing. And boy does everything hurtle towards a massive, satisfying conclusion. Max had me super stressed in this installment. He always does a great job of creating suspense. Here though I suspected everything. Is the Uber driver a killer? Is that bottle of wine spiked with something? What does it mean that someone looked at them on the street? Is the person providing information or misinformation? I suspected everything and also never figured out who the Unicorn was ahead of the reveal. I love that! While Zane and Enzo have been featured in the middle two books of the series, it was great to see them returning to the spotlight. Their dynamic as the move towards their wedding date was wonderful to watch. The quiet, sexy moments they share along with their wedding planning and time they spend with Enzo’s family shows their strong relationship and amazing friends. And, man, are there some super sexy times in this book. There’s always steamy scenes in this series, but these were the best yet. Max contrasts these happy times with how they handle the increasing threats–they want to be strong for each other and also do what’s necessary to keep the other safe. They find it’s hard to maintain the balance and that only increases the tension. I both hated and loved what Max put them through because it was so realistic. Is it weird to say that I liked the terrible choices were made? Despite being great at their jobs, Zane and Enzo sometimes do things that are terrible choices and what makes those so good in the story is that I could see myself doing the same thing. These two are flawed and make bad decisions like anyone can. It makes them human. It makes you scream at them to not do something. It makes you cheer when it all works out too. Kudos to Greg Boudreaux. He’s done a great job with this series overall but I have to shoutout his work voicing the Unicorn. It’s a creep, calm yet evil voice that made me shudder. The spin off for Stonewall Investigations Miami is set up here too. That first book, Bad Idea, just released last week and I can’t wait to pick it up as soon as there’s an audio version.

The TARDIS team is more confused than ever. Loretta channels her inner diva. Susan learns a new song. The Battle of the Bands gets physical when Ian makes a new friend. Meanwhile, the Doctor’s in the garden picking herbs? Will Susan learn the song in time? Will Loretta ever change out of her chicken suit? Does the Doctor learn a new trick from Comeca? & who the heck is Jeff? You’ll just have to listen to find out. Queue up your DVD player! Or media file! We’ll tell you when to press play on Part 2 of the Aztecs “The Warriors of Death”so you can watch the story along with us. You can also listen to the podcast on its own for a different, if slightly more (or less!) confusing, experience, & as always, if you like what you hear we would be very grateful if you could leave a rating & a review on iTunes please. Thanks

Jeff discusses a deleted scene he’s offering this week from his upcoming book Netminder (Codename: Winger #4). He also recommends The Queer Creative Podcast. Will and Jeff discuss the second season of Netflix’s She-Ra and the Princesses of Power as well as Pose, which has just arrived on Netflix ahead of the new season coming to FX in June. Jeff reviews Queer as a Five Dollar Bill by Lee Wind. Gail Carriger talks to Jeff about her new novel, The Fifth Gender and some of the interesting stories about its creation. They also talk about how Gail went from archeology to writing romance, her process for world building and her travel podcast called The 20 Minute Delay. Complete shownotes for episode 189 along with a transcript of the interview are at BigGayFictionPodcast.com. This interview transcript is sponsored by Dreamspinner PressDreamspinner Press is proud to publish Hank Edwards and Deanna Wadsworth’s new book Murder Most Lovely. Check it out, and all the new mystery and suspense titles from your favorite authors like Amy Lane, KC Wells, Tara Lain, and Rhys Ford, just to name a few, and find a new favorite author while you’re at it. Go to dreamspinnerpress.com for everything you want in gay romance. Jeff: Welcome, Gail, to the podcast. Gail: Hello. Thank you for having me. I’m super excited to be here. Jeff: I’m so glad we finally got you on the show because I’ve been, you know, reading since back with “The Sumage Solution” and it’s like, “We gotta get Gail on. We need to get Gail on.” Gail: I am delighted. I am a devoted listener and so I’m quite honored to finally get to be here. It’s great. Jeff: And you’ve got a book coming out or you’ve just had a book come out actually, “The 5th Gender” just released. Gail: I did. Yes, “The 5th Gender,” it’s my like crazy, ridiculous, silly, happy yet cozy murder mystery on a space station with an alien with five genders and tentacles and purple. Jeff: You don’t often get cozy mystery space station together in one package. Gail: It is…it’s great. It was totally one of those spontaneous, I had like a strange thought/dream/idea to do this. And a bunch of us were joking on Twitter about the craziest mashups of genres we could come up with and somebody was like, “Barbarian noir,” and so on and so forth. And I was like, “Well, I wanna do space station, cozy mystery.” And then I started thinking about it and then it happened. Then I was like, “Oh, okay, I’ll write it, I’ll write it.” I was supposed to be writing something else, of course. But sometimes I succumb to the lure of the ooh, shiny. Jeff: And it was a purple shiny too. So how could you resist that? Gail: I could not. And he’s adorable, the alien character. And I, you know, I have a background as an anthropologist. I have an archaeology…couple of archaeology degrees. And so I just love the way if you’re doing an alien character, you can comment on human social structures and culture and interactions. And so I might’ve had a little too much fun with that. Jeff: Well I was actually gonna get into that. I’ll hold that. Because we should at least tell folks, because I want to talk a little bit more about the origin story on this because you wrote about it. So just like, “I had this idea in the middle of the night, and then I tweeted it, and then it was a story,” which I love, but then there’s the fact that you went away to a retreat and worked on it and had to talk to other people about it while you were writing it. Gail: Yes. So for those…I should preface this by saying that for those who don’t know, I have two names I write under. So I write under Gail Carriger and I write under G. L. Carriger and the G. L. stuff has a much higher heat level. So it’s super sexy. And this book, “The 5th Gender” is a G. L. book. So warning for anybody who doesn’t like nooky because one of the things I realized through the course of that particular writing retreat was that if you’re writing about a species with five genders, human curiosity wants to follow them into the bedroom to see what it’s like down there. And so I thought about trying to kind of clean it up a little bit and it just…it didn’t work. So I was like, “Okay, we are going into that realm.” So I was supposed to go on this retreat and write something else entirely, and instead I just spent the entire week writing this book. And one of the funniest stories from that was me being like, “Oh shoot, what does alien jizz taste like?” Because we all know, at least we do if we’ve been reading my San Andreas Shifter series that wizard or mage jizz is fizzy and werewolf is spicy. And I was like, “Well, what do aliens taste like?” And this meant that I literally had to go and you’re never…on a retreat, you’re never supposed to disturb the cooks in the kitchen. But I was like, “If there was ever a question for cooks, this is it.” There is a crazy author running into the kitchen in the middle of them making shepherd’s pie and being like, “Oh, you guys, what does alien jizz taste like? Debate.” So we had a long debate about it and we finally decided, and you’ll have to read the book to find out. Jeff: Yeah, I wasn’t gonna ask you to spoil that, but I do have to know what exactly did the cooks make of this question? Gail: The cooks were quite game actually. I think they were pretty charmed because normally like they’re doing their art form and we’re doing our art form and never the twain shall meet until meal times. So it’s really rare for one of the authors to actually want the cooks’ help on something. So I think they were kind of pleased to be asked. Jeff: That’s very cool because some of them might have been like, “I’m sorry, what?” Gail: Oh, they know what I write. We’ve been going for a long time with the same cooks for a while, so. Jeff: So this group knew you so they weren’t necessarily surprised by… Gail: No. Well, it was a little out of the blue. I haven’t been writing the super sexy stuff for very long. Like normally my questions are like, “What’s the most ridiculously named, you know, Victorian dessert you can think of,” kind of thing. But yes, it was a little different from my usual questions. Jeff: And tell us what this book is about, this cozy mystery on a space station. Gail: Well, the tagline is an alien race with no word for murder has a murderer aboard their spaceship. And essentially the galoi are the aliens in question. And they are these purple…they’re these adorable sort of purple tentacled kind of, you know, High Elf, slightly looking alien creatures. And they are super isolationist. And the only thing that humans know about them is occasionally they will kick one of their genders. It’s always as one of the examples of the fourth or fifth genders and they’re kicked off and they’re in exile, and those galoi, which is the name of this alien race, go and live amongst humans. And humans actually adore them because they think they’re like sweet and cute and adorable. And they have no…they’re pure exiles. So they have no national allegiance, they have no planetary allegiance. And so they make really great attaches. They’re kind of really kind of comforting and lots of different alien races like to be around them. So they often become attaches to like ambassadors and stuff. So a lot of space stations….space stations consider it really lucky if they get one of these. And the main character, Tristol, he’s one of these aliens and he has a mad crush on the human security chief/detective that’s onboard the space station named Dre. But he doesn’t really get kind of like human flirtation and courting rituals. So he’s sort of…the book sort of starts with Tristol trying to figure out what cats are and why you would wanna keep them as a pet because he’s been asked by some human friends to cat sit. And then, of course, the cat escapes and hijinks ensue on the space station because what happens when the cat gets into zero gravity. Nobody wants to find that out. Anyway, and then the galoi are like super xenophobic, so they never reach out to humans. And then suddenly a galoi ship approaches his space station, which is crazy in many, many ways because they shouldn’t be approaching a space station that has an exile aboard it and they never talk to humans anyway. And they have this incredibly complicated non-pronoun language that kind of indicates status and has to do with all of these different genders. And so the humans are kind of panicking and freaking out. They don’t want a war. They don’t know what’s going on. And the spaceship basically says, you know, “We have a murdered galoi and we don’t know what to do. We don’t have security, we don’t have murder investigations. We don’t. So we came to you, violent humans, to figure this out for us.” And of course Dre, the human love interest is the detective. So he and Tristol have to team up because he needs Tristol’s help to explain how the galoi work. And so the two of them gonna figure out who done it and that’s basically it in a very large nutshell. Jeff: How did you go about creating the galoi? I mean, five genders, no term for murder. There’s like so many things that kind of click into this. Is there like…? Gail: I just, so like I said, I have an anthropology background. I mean, archaeology is blank, so obviously the biology and skeletal structures and things is what I mostly studied via anthropology, but you get a lot of like gender studies and cultural representations of gender and all that sort of thing as part of an education in the United States if you do an archaeology degree. And so it’s always been super, super fascinating to me. I have a minor in classical mythology with a focus on gender. It’s just something that has interested me. It’s really hard to tease out in the archaeological record. It’s prone to misinterpretation by archaeologists and historians and anthropologists. So there’s a sort of storied history with our own relationship from a scientific perspective with understanding gender. And so I just took a lot of that both kind of my education and, you know, how the world now is changing. I spent far too much time on Tumblr, so I have a lot of like non-binary and gender fluid and gender queer fans. And so I’ve just been kind of reaching out to friends and acquaintances. One of my best friends in the world is a bioethicist and a medical ethicist. And so she deals with training doctors in how to talk to people appropriately about gender. And so I’ve had all this sort of stuff messing about, and I was like, “Well, a way for me to explore this and have this kind of conversation with myself and the world is through an alien lens.” And so I just…I love thought experiments, and I was like, “So what if we have a race with five different genders and how would their language evolve? How would their culture evolve? How would they treat each other?” Like all of these, you know, archaeological things to think or anthropological things to think about. And then how would humans, even future humans, react when encountering that? And so that’s kind of where the conception started. And then I just made them purple because I like purple. Jeff: Why not? I’m a big purple fan too. Was there a lot of research kind of building this? Gail: Yeah. I actually have multiple blog posts that either I’m releasing them right now or I’ve just released them recently, speaking from the past into the future. But I have a bunch of blog posts about like a bunch of the research that I did and like some book recommendations and stuff like that, both from a fictional perspective and a nonfictional perspective and different blogs and stuff like that. But I like that. I like researching a lot. I try not to rabbit hole too much because the point is to write the actual book. So mostly what I did is I did that intensive week where I sort of just vomited forth this whole book. And then I went back and like teased it apart and looked into different…almost as…I almost treated it a little bit as if it were a nonfiction piece to go back and see what sources do I need to look up, what like different pronoun terms might be being used in hundreds of years, you know, by humans. That sort of thing. And it’s…since both the humans involved… I try to be complex in my races, whether they’re werewolves or aliens in that like…and to not either dystopian or utopianise either race, either humans or aliens. So both races still have issues. Both are still dealing with how the cultures have evolved and all of that sort of thing. So I’m not setting the galoi up as like the perfect model of a possible future. They have a different evolution, a different model. And they’re merely a vehicle for which we can examine perhaps some of our own biases and prejudices now. And that’s getting very, very serious because mostly what I want my books to do is make you happy and cheerful and be excited, delighted. And if it makes you think a little, that’s great. But really I just want to make everybody happy and hopefully Tristol will do that because he’s delightful. I love him. Jeff: What kind of, I guess, beta reading did you do to see how your various fans handle the gender discussion? Gail: Well, I have trans and gender queer and gender bending characters already, both in my main universe and in my traditionally-published books and in all of my…like my independent and my self-published works and in my novellas and stuff. Some of the main characters, some of them side characters. And so I know that they’re open to it, and I also know that the one that, you know, for lack of a better term, I have like a queer-centered, progressive kind of comfort food brand or business model or whatever, however you wanna explain it. And so I feel like most of my super fans are gonna be excited because what they want from me is that comfort, is that sort of upbeat, fun, slightly fluffy, slightly thoughtful, but ultimately, you know, everything’s gonna be all right. I’m never gonna depress you. There’s never gonna be like scenes of torture. It’s never gonna be angsty, you know, all of those things. It’s always gonna be delicious, I guess. Jeff: I like that as a term for a book. That’s just really fun. Gail: Yeah. It’s just gonna be tasty. Yeah. So they know that and that’s the part that they trust and generally I feel like they’re pretty open minded about how I’m gonna go there and explore that. I don’t think I would’ve done this book, you know, five or six years ago because I wasn’t sure. I had to kind of test the waters with the San Andreas books and some of the other stuff. But I think they’re pretty open to it. I don’t know. You never know. We’ll see how everybody reacts. Yeah, so I mean, and I have beta readers and some of them have read it. I was more careful with this book in making sure that like I had sensitivity, what I call delicacy readers. So people within kind of the gender nonconforming community, again, for lack of a better term. That was more important to me really. I don’t wanna offend, although, you know, everybody’s opinion is their own and everyone is entitled to it. So I’m sure if you come to any book with the idea of being offended, you’re probably going to be unfortunately. So, but I did put essentially a naked purple dude on the cover as a kind of like, “Be aware, there’s gonna be sex in this book. We’re gonna go there. We’re gonna go far out there.” Jeff: It’s cozy with sex and it’s funny and it’s sci-fi. It’s got a little bit of everything in it. Gail: Exactly. Jeff: Do you think you’ll revisit this later as like as a continuing series? Gail: I’d love to. Actually, I have another murder mystery and like I don’t consider myself like a mystery writer at all, but I have this thing as a writer where I don’t write a book until I’ve had what I call the epiphany, which is I need to actually see a scene with characters in dialogue. And it might not necessarily be the first scene or whatever, but until I see that I have that crystal moment, I don’t feel like I can write the book. So I have a lot of books that I’d like to write, but I’ve never had the epiphany with. So they’re just sort of sitting there. And I’ve had an epiphany for a second book in this series with Dre investigating another murder and Tristol still there and everything. But I don’t know how people will receive this one, so I don’t know if I will write that one, but it’s definitely there percolating already. So it’s a possibility. Jeff: It’s a possibility. Gail: Yeah. And the universe on the whole, because it is a science fiction universe, actually does have another, of all things, young adult series that’s set at it that’s kind of been on the back burner for a really long time which kind of has nothing really to do with this series except that the same conceits in terms of faster than light travel. And human…like colonization and planetary evolution are the same. And there’s like a couple of crossover alien races, but that’s about it. But it is the same sort of basic far future. Jeff: If you’ve got the universe, you might as well keep using it. So you don’t have to just keep reinventing the wheel. Gail: Precisely. Yes. That’s my feeling. Jeff: What do you hope readers take away from this romp? Gail: Well, like usual, I just want them to be like… My favorite thing is somebody writes to me and says, “You either humiliated me because I was laughing loudly on public transport,” and I’m like, “Yes.” “You kept me up all night.” “Yes.” Or, “You just left me with a big smile.” So that’s really what I genuinely want is a big smile on people’s faces. But it would be nice if people who read it thought a little bit about…a bit more about gender and how we intimately link biological sex with gender and that perhaps that’s not necessarily the…I don’t know, ethical thing to do – that perhaps gender is in fact a social construct. Or cultural construct. It’s something that anthropologists just accept. Like if you’re an anthropologist, you just accept that as a fact. Like we know, we have seen all of these different ancient and modern races or cultures with varying different interpretations of genders and it just…I don’t think it would ever occur to an anthropologist to like not be like, “Yes, gender is cultural,” but it seems that in the world today that isn’t an accepted principle. And so I guess, if anything, I want people to kind of get it, to maybe think a little bit about pronoun use and all that sort of stuff, I guess. Jeff: Now, as both Gail and G. L., you run across a lot of genres. You’ve got your urban fantasy, you’ve got some paranormal. Now you’ve got cozy mysteries in space. Comedy definitely cuts across all of them. Is there a genre you like most? Gail: I would say I have wheelhouses more than anything else. So there’s a podcast called “Reading Glasses” that talks about as readers we tend to have wheelhouses and if you read heavily in romance, you define those often as tropes. You know, like, “I like the enemies to lover,” or whatever. But a wheelhouse kind of has other things. So, and I would say that there are definitely wheelhouses I gravitate to. So I always write the heroine’s journey. I never write the hero’s journey regardless… Again, this is the gender thing, right? Regardless of the biological sex or stated gender of my main character, they’re always heroines’ journeys because a heroine’s journey, it doesn’t matter who’s undertaking it. So I would say that is one of my things. I always do ‘found family’, and I realized recently I had this big revelation that one of the reasons I strongly gravitate to reading gay romance in particular is because found family is a really popular trope within gay romance for obvious reasons because if you come to the queer community, it’s usually partly found family that brings you there because real family rejected you, at least often did when I was younger. So yeah, and I just love that as a trope, for lack of a better word. And so I have found family in my books all the time. I tend to have extremely strong female main characters except when I’m writing gay romance, of course. Yeah, and lots of queer. I was thinking recently that a slogan I really embrace would be queer comfort because I feel like that’s kind of in all of my books even the books that have heterosexual main couples. It’s really hard. At this juncture, I guess you could say that I trust my readers enough to relax and just write what moves me. I wouldn’t have written this book if I didn’t think at least some of them would enjoy it. I mean, what a privilege and kind of a blessing and a joy to get to do that. But it has been 10 years. So it did take a while. Jeff: And you mentioned that you’re not known for mystery, certainly. So you’ve taken this turn now to at least explore it once. Are there other things out there like, going after and trying to write a mystery, that are still things you want to do, things you’re looking at towards the future? Gail: Absolutely. There’s always… Like I adore high fantasy. Obviously, I’m really into world building. And so like I have a young adult high fantasy. It’s actually techno fantasy, kind of like the Pern books or “Darkover.” And so, you know, I’d like to do that. There’s a bunch of stuff that I kind of am excited and interested, and I’m a pretty voracious and pretty wide reader. So I think that makes you, generally speaking, a relatively wide writer. I think it’s unlikely I would ever break the trust contract that I have with my reader base and write anything dark. I certainly would never write anything gritty or gruesome. I don’t like to read that, so I’d never write it. And I think I’m out of my dark phase now that I have left high school. I don’t do the really kind of dark or angsty stuff. I was thinking about contemporary recently actually. And I don’t think I could write contemporary. The moment I start to think about writing something that’s just a contemporary romance or like women’s lit or even something, you know, Heaven forfend, like proper lit fic, it immediately just goes fantastical. I can’t, I have to inject. And if I were to describe myself as anything, it is, you know, science fiction and fantasy rooted, I like the world building a lot. And so I think it’s unlikely that I’ll ever write something that doesn’t have at least that as part of the component. Jeff: So how did you go from studying archaeology and getting these degrees to now becoming full-time author, writing all these books? What was that path? Gail: Oh my goodness. So I’ve two master’s degrees and I was working on my PhD and I always thought I would be an academic. I genuinely love archaeology. I’m one of those incredibly lucky people who left one career that she adored for another career that she adored. So, you know, tragedy of choice. And I was about to do my defense and I was about two years out which would have been my thesis years finishing my PhD. And I always wrote. I just grew up on what essentially amounted to kind of like a hippie commune kind of thing, and surrounded by artists. And the only thing I had learned really from that is that artists never make any money. And so being an author was really a bad idea. So I was like, “Okay, I’ll be an academic because, ooh, profitable.” At least it’s quasi reliable, right? But I always wrote, I just had that need. It’s kind of like breathing or something. And I figure if I write, I might as well submit. And so I was submitting, writing and submitting. And then I wrote “Soulless” as kind of a challenge to myself. I’m a bit of a perfectionist. I have a propensity for rewriting things over and over and over a million times and never actually finishing anything. And so “Soulless” was like, “You will take six months, you will write this weird book.” This was during the paranormal romance and urban fantasy bubble of the late ’90s, early 2000s. And I was like, what I really want from…I want a bunch of things, right? I want women to write funny stuff in genre, commercial genre. And that’s pretty rare. Most of the writers I knew who wrote funny stuff were like Terry Pratchett, Christopher Moore, Jasper Fforde, like a bunch of dudes. And I was like, “Where are my ladies writing funny? Where’s my urban fantasy set in a historical time period?” You know, I wanted all of these things and nobody was writing it. And finally I was like, “Well, that means I have to.” Jeff: Take the challenge. Gail: Take the challenge. And I really did write it as a challenge. And “Soulless” is a mashup. It tends to be what I write, obviously. I mean, I’m here talking about, you know, space, cozy mystery romance. So I obviously like mashing up things. And so “Soulless” is steampunk, urban fantasy, comedy of manners, romance. It’s a bunch of these different things. And I was like, no one will buy this because I had been in and out of the publishing industry and submitting short stories and I was like, “This…it doesn’t have a place in the market. There’s no shelf it sits on, like, no one’s gonna buy this. But I wrote it so I might as well send it out.” And I had one of those slush pile telephone calls from New York where they like…within a month somebody wanted to buy my silly little bit of fluff. And I was like, “No, you’re joking.” And so “Soulless” was a slow burn. It hit the market and it was really word of mouth. The librarians and the independent bookstores were like behind me 110%. They just loved this crazy little book. And I think it was mostly the funny, but you know, super strong heroine and, you know, like gruff, overly emotional werewolves and queer characters from the get go. And it just appealed to, you know, a kind of segment of society. So I was right about to do my defense when “Changeless,” my second book, hit the hit The New York Times and that kind of seed changed everything. It changed marketing, it changed how much money New York was willing to offer me and my partner at the time was like, “I make enough money to support us. Why don’t you see if this…why don’t you take a break from academia and see if this writing thing works?” And I did and I haven’t been back. Jeff: Well done. Ten years on. Gail: Yeah, a lot of it’s serendipity. And a lot of it is good friends. And then a lot of it was also like, I am super…I’m an archaeologist. Archaeologists are like the organizers of anthropology departments. You know, we’re logistics, we get large groups of people into foreign lands and then make them shovel dirt around, you know. We feed them and house them and blah, blah, blah. You know, we’re big on spreadsheets and organizing. So I already had that kind of part of my personality that I think not a lot of authors have. And so when I was successful, I was ready to be like, “Okay, let’s figure out how many books I can write in a year. Let’s figure out, you know, like… I like trad, but maybe this independent publishing thing is interesting. Let me go research that and experiment with that. You know, let’s try this thing.” I’ve always been like that. Even with my traditional publishers, like they would be like, “You sell really good in eBooks.” And I was like, “That’s because I have romance readers.” And they were like, “How do you feel about maybe doing this strange BookBub thing?” And I was like, “I think that’s a great idea. Why don’t we do that?” You know, it’s like I am game. So I think that has also helped is I’ve always been willing to take a risk, partly because I have a safety net. It’s like I can always go back to being an archaeologist. That’s fun too. Jeff: What’s your overall process? I mean, it sounded like, if I understood from our “The 5th Gender” discussion, it almost sounded like you did the first draft of that book at the retreat. Gail: Yeah. I work really well, it turns out, in a competitive environment. I didn’t realize, but if…I really am one of those writers who I’m social in terms of I like to sit across from somebody at a cafe and just type and just the act of having another writer or a bunch of writers around me also typing is really helpful to me. And part of it is kind of looking over and being like, “How many words have you done? Oh shoot.” And then just typing some more, you know. But yeah, so I do this one retreat every year and I know I can do 40,000 words at that retreat, which is either one novella or most of one of the G. L. books. So I usually sort of get prepared ahead of time with that preparation is writing the first 10,000 or just get…I’m an outliner, so I’ll get all the outline ready. I’ll get all the world building ready. And once I hit the ground there, I can just turn out a bunch of words and that’s great. I try to do a couple of other kind of long weekend baby retreats. I’d love to find other week-long retreats. But the style that I like is pretty rare. And the style that I like is just a bunch of writers writing and no workshops or critiques or anything. So I do that and then most of the rest of the time I am not somebody who can handle multiple projects. I learned that about myself the hard way. So I have to be working on one book and then close that book out and then move to another one. And so if it’s an independent project, what I’ll often do, so if it’s something that I’m gonna be self-publishing, I’ll often write the whole thing on a retreat or over the course of a couple of months. And then just put it to bed and then focus on incoming copy edits or a proof pass or writing a completely different project, and let it sleep if I can. I find that that marination really helps. And then I’ll go back and do a reread. And I’m a multiple editor. I think a lot of comic writers have to be because I do passes for like different kinds of comedy. So I’ll do like a word play pass and then I’ll do a sort of a slap stick pass. And then I’ll do like rule of three descriptive passes to try and get as much different kinds of humor back into a book as possible. And so, and then I have an alpha reader or two and they read before it goes either into my New York editor or off to my beta readers. And then I actually hire and use a developmental editor for my independent stuff as well probably because that tends to lean more romantic. And when I first started writing it, I didn’t really think of myself as a romance author. So I wanted to make sure that I was getting kind of the beats right for romance. So I have an editor who specializes actually in gay romance, who reads all of my romances and gives me feedback. And then it goes to beta readers for the Parasol-verse in particular because they’re like, they’re 25 books in that universe and there’s lots of crossover characters. So most of my beta readers are actually just super fans who are obsessed with the universe and have written me like either critical letters about mistakes that I made in terms of like getting character names wrong or eye colors or something. And usually I’ll be like, “You, would you be interested in being a beta reader?” Jeff: Right. Put those people to work. Gail: Exactly. I was like, “If you’re going to do this anyway, how would you like to get everything ahead of time?” And I give them lots of extra perks as well, special editions and stuff. Yeah, so it’s quite a process at this point. But my beta readers are killer. I’ve got just a team of four now and they’re really fast and great. I love them. And then I have a couple of awesome copy editors that I use and then a proof. The Parasol-verse gets a woman named Shelley Adina, who’s a fantastic steampunk author in her own right and a regency and who’s really, really good on the Victorian era. So it gets a world – like historical proofing basically. And then I have a formatter. I’m a big fan of finding people who are really good at what they do and hiring them to do it for me. Like I could change my own oil, I’m sure, but I’d really rather find a good mechanic, you know. And that’s how I feel about the book world as well. So I have a fantastic cover art designer I love working with and I just got to put my team in place and then hope that no one gets sick. Jeff: Right. That’s the key. Nobody can get sick. Not right now. Gail: Nobody get sick. Nobody can leave me. Very floored when that happens. Jeff: So you mentioned that you read a pretty broad swath of stuff. What are you reading right now that you’re loving? Gail: So I just did a reread on Amy Lane’s “A Fool and His Manny,” which because it got nominated for the RITA award and it was one of the few that did that was queer. So I had read it before, I just did a reread on that and I still love it. It’s very cute, and I love Amy. Amy’s one of the nicest human beings in the world. So that was really fun to redo. And I’m a huge fan of Mary Calmes. I don’t know how to say her last name. Jeff: You actually got it right. Gail: Did I? Jeff: You did. Gail: Oh, good. Yes. I will read… Pretty much she’s an auto buy for me. I just find…I know that there are tropes in place that…but I just find her stuff really…she’s a comfort read for me and as somebody who writes what I hope is comforting for others, like I’m always hunting for authors that give me that same sensation. One of my like constant of all things, comfort, reread rotation is Alexis Hall’s “For Real,” which is a fantastic BDSM, but it’s just like, I don’t know what, the writing is so good. And I will reread R. Cooper until the cows come home, the “Being(s) in Love Series,” which I really, really adore. So, which is an urban fantasy basically. Jeff: So you’re a podcaster also on top of all this other stuff. Gail: I am. I know. That is like completely not connected to anything, side project. Jeff: Well, I’m looking at you, I’m reading the website, getting to know kind of what I wanna ask about. I’m like, “A podcast? Wow. Okay.” And it’s about travel hacks called “The 20 Minute Delay.” How did this come about? Gail: So one of the things that happened to me in the course of this career is I went from being an archaeologist, I traveled a lot as an archaeologist, to being an author where it turns out I travel like five times as much. When I was booked, where I’m regularly, I was doing two book tours a year at least. And that was not counting all of the conventions and stuff I was doing. And a book tour is like 10 cities in 10 days. I mean, it’s crazy traveling. So I turned into a frequent traveler and I’m an organizer and I like to hack things and figure out the most efficient way to do everything possible. And I realized I was doing that with travel. And there are two things that I can talk…well, there are three things that I could talk about, books that I love, like literally until the cows come home, food that I love to eat, and travel hacks. And then I met my friend Piper. And Piper has a day job that has her traveling 80% of the time. And she has, if possible, more travel hacks than I do. I was basically like, “Piper, let’s do a podcast. It’ll just be like 20 to 30 minutes and we will just get on and we will chat about a place that we’ve been recently, and some like delicate matter of etiquette when traveling, like whether you recline your seat or not and how you deal with that,” or recently we did a really good one actually on rental cars. I don’t rent a car that often, but Piper does all the time. And she had some awesome tips for like how to get the best rental car and, you know, what apps to use and all that sort of stuff. And then we do a little gadget where we’re just like, we test a gadget, like a new neck pillow or something and then we talk about, you know, what is that little gadget thing. And sometimes it’s just like, I like the snacky bags. Like you should always have at least two plastic snacky bags with you because they just always come in useful. So sometimes it’s a gadget like that, but we have a really, really good time. And I’m a voracious podcast listener. Like when we started, I’m a fan of this show. So I figured, generally speaking, you eventually become a podcaster if you are a big fan of listening to them. Jeff: That’s probably true. And I think for any of our listeners who are, you know, thinking about, you know, their trips to GRL come October, start listening to “The 20 Minute Delay” now to get all your travel situation put together. Gail: Because Piper and I are both authors, like we don’t…we try to couch our tips as much as possible in terms of anybody can use it. But we are both women. We are women who travel alone and we are both authors. So we will tackle things like how to travel with a bunch of books, like how to fly with 50 bucks or what have you. And we also talk about like safety when you’re staying in a hotel by yourself and that sort of thing. Jeff: So what’s coming up for you next this year with the writing? We’ve got “The 5th Gender” out, what’s coming next? Gail: Next, I have the final book in my Custard Protocol series coming out, which is “Reticence.” And that’s book four of the Custard Protocol that comes out at the beginning of August. And that’s actually rounding out the series in the Parasol-verse for a little while, my steampunk universe. I’m not ruling out doing another series in that universe, but I think I’m gonna take a little break. And I’m on proposal for a new Young Adult series. So who knows? It’s traditional, so it could take forever, could suddenly happen. You never know. And then in October I have a special collector’s edition coming out from Subterranean Press called “Fan Service,” which is for my super fans, which has my 2 supernatural society novellas bundled together with an exclusive short story that’s a hardcover fit, super fancy addition that there’s only gonna be 526 of those printed. And so that’s my October release. It’s so pretty. They can be very pretty covers, Subterranean. Jeff: That’s cool. And what’s the best way for folks to keep up with you online so they can keep track of all this? Gail: Well, in addition to everything else, so in case anybody’s in any doubt, I kind of have no life. I just did…this is like what I…like, I listen to podcasts, I read, and I play online, and occasionally I write, you know, because that’s my job. So I am on all the things online. I genuinely like social media. I know. I know, it’s crazy, but you can pretty much find me on any platform that you like. If you google Gail Carriger and then the name of the platform, I will probably pop up. And I try to use the platform in the way that it’s best suited. So, you know, there are pretty pictures on Instagram and there are lots of pinned gorgeous dresses on Pinterest and historical dresses and crazy aliens. And then I also have a newsletter. The newsletter is definitely for super fans. So it’s very chatty and it’s full of like sneak peeks as to what I’m actually writing and not talking about online yet. And I do freebies and giveaways and stuff there. Jeff: We’re going to link to all that good stuff in the show notes, of course, so people can find it easily. Gail, thanks so much for hanging out. It has been so much fun. Gail: Oh, it’s been a real pleasure. I can’t say how delighted I am to be on and I can’t wait to listen to this from the other side.

April was our most downloaded month ever. Thank you to our listeners! Jeff and Will discuss their upcoming travel schedule. They will be at the Romance Writers of America national conference, Podcast Movement, Dreamspinner’s Author Conference and GayRomLit. Jeff reviews Top Secret by Sarina Bowen & Elle Kennedy and Red, White & Royal Blue by Casey McQuiston. Jeff interviews Casey about her debut novel. They talk about the inspiration for Red, White & Royal Blue and the impact the 2016 election had on the story.  In addition, they discuss the recently announced movie adaptation, what got Casey into writing romance and what she’s working on next. Complete shownotes for episode 187 along with a transcript of the interview are at BigGayFictionPodcast.com. Here’s the text of this week’s book reviews: Top Secret by Sarina Bowen and Elle Kennedy. Reviewed by Jeff. I’ve been a huge fan of Sarina Bowen’s for some years now. Her Understatement of the Year is among my favorite books of all time and I also love Him and Us which were co-written with Elle Kennedy. Sarina and Elle are back with their first m/m romance in three years with Top Secret. They’ve written an extremely satisfying enemies to lovers romance that sizzles but also has some extremely sweet parts as well. Keaton’s a college junior from a privileged family whose been with his girlfriend since high school. For her birthday, she announces that she wants a threesome. After brief thought Keaton agrees. He lives in a frat house where one of his frat brothers is Luke. Luke basically keeps to himself barely gets along with anyone in the house. Luke’s a townie, going to school on an academic scholarship and as a despicable mom and older brother who only want to take advantage of him. He lives in the frat because it’s cheaper than a dorm and he’s running for president because that means free room. Keaton looks to an app to help find the right guy for this birthday present. He signs in as LobsterShorts and soon ends up talking to SinnerThree. Once SinnerThree finds out it’s Keaton’s first three way, he wants to make sure Keaton would be cool with him in the mix and to start considering what the rules would be. SinnerThree even gives sexy homework. This gets Keaton thinking because he’s buried his feelings about guys for a long time. Of course, SinnerThree is Luke, who lives right across the hall. What makes this book work so extraordinarily well is the two sides of Luke and Keaton we see between their public personas and their chats on the app. Luke wants to escape the town and the life he’s known growing up. He strives to excel in school so he can get the high-paying job and never be reliant on anybody again. Meanwhile, Keaton knows he’s got all the privilege but he also chafes at the expectations that his family and friends put on him and he keeps all that to himself because it’s what he’s supposed to do. When they’re chatting as SinnerThree and LobsterShorts the conversation occasionally drifts from figuring out what Keaton’s boundaries actually are to discussing their realities and what they want out of life. Their emotional shields fall away. The way Sarina and Elle transition from sexy to sweet and back again is perfect. Of course, the night finally comes and Keaton and Luke find out they’ve been talking for weeks. The night doesn’t go as planned, but they don’t stop exploring their sexual feelings or sharing closely guarded secrets. Both guys have great growth as Keaton comes into his own, embracing his true sexuality and the career he wants after college. I’m particularly happy this wasn’t a gay-for-you story but rather about a young man figuring out who he is. The battle for Luke is about his sexuality at all–he’s proudly bisexual. He can’t fathom that anyone could love him because of his terrible family. He’s been so battered by them, that he’s hesitant to accept help from anyone because it would surely come with strings. Thankfully, even though Keaton bungles quite a few things with Luke, he also works to make it right. It’s a credit to Sarina and Elle that they have created such fully fleshed out characters who evolve so much through the story. I was invested in so much more than the romance because I wanted these guys to find their way too. The motley crew of frat brothers also brought some great depth to the story as they were a mix of those who were genuinely kind and others were douchey. The parents were also an interesting contrast between Luke’s trailer trash and Keaton’s very well-to-do. Keaton’s father and mother are far more than meets the eye too. I don’t want to get into spoiler territory, but I have to call out them out too. It’s an example of Sarina and Elle creating multi-dimensional characters. Another extraordinary part of the story for me was how the black moment played out. A lot of stuff goes down and there were plenty of opportunities to cheapen the story. The way the last twenty percent of the book played was perfect even while it provided me with quite a few moments of stress. We’re headed into summer and this book is perfect for vacation reading. I highly recommend Top Secret by Sarina Bowen and Elle Kennedy. Red, White & Royal Blue by Casey McQuiston. Reviewed by Jeff I knew this book would be exactly right for me. I have a thing for the royal trope and the idea of an American first son and a British prince getting together made this a must read. What I didn’t expect was how Casey McQuiston elevated the material putting this enemies to lovers romance on the list of my all time favorites. Alex Claremont-Diaz is the first son. Henry is the prince. They have secretly crushed on each other for years. They developed an enemies vibe at the Rio Olympics when they had a less than good encounter, especially from Alex’s point of view. Move forward to today and a near international incident set off by the two at a royal wedding. As part of PR disaster control, a story is created that Henry and Alex are actually the best of friends. After some forced outings to appease the press they start talking to each other more and get past their public personas. One of the things that makes this story works so well is Casey has created an alternate history that many of us would like to see. Claremont took office from Obama so the Trump nightmare never happened. And it’s wonderful that her son is Mexican-American given the current hate filled climate around immigrants. There’s even a couple of lines in the book about how it’s not lost on Alex that there are some people who hate that a Mexican-American took the job of first son. Alex and Henry talk a lot about the lives they want. They’re both expected to meet family obligations and be leaders for their countries–it’s not really what they want though. The texts, emails and phone calls as Alex and Henry reveal more and more of themselves are absolutely priceless. At times funny and others heartbreakingly honest, they talk about how they feel trapped. As the first sparks of romance blossom between them their enemy side is quite fiery as they have rage filled kisses before succumbing to the fact that this is something that they both desperately want. The back-and-forth between sweet romance and the slightly angry romance enhanced the story as they fight against their feelings. The reality stays firmly rooted throughout the story and I loved that. Sometimes the royal trope, as much as I enjoy it, is far more fantasy than reality. It’s part of what makes the trope so good–that chancea prince might be your neighbor. This world could exist–a prince and a member of the first family. Casey gives them all the trappings, including secret rendezvous’s that are partially orchestrated by their security teams. Of course, as must happen the romance is horribly revealed and damages them both. The guys had to really work for the happy in this book, which makes the ending so sweetly satisfying. There were a lot of ways the end could’ve played out, but I can’t imagine one that would’ve been more perfect than what Casey gives us. I haven’t felt as overall thrilled by a book as I have by Red White & Royal Blue in quite some time. It reminded me of reading Becky Albertalli’s Simon vs. the Homo Sapiens Agenda and the wonder of such rich, vivid characters in a charming story that deserves to be real. Casey captured not only an America that I desperately want to live in but a romance that was everything that I ever wanted. I could gush on and on about this book, and will more in the upcoming interview. For now I’ll leave this by saying that I beyond highly recommend Casey McQuiston’s Red White & Royal Blue. This interview transcript is sponsored by Dreamspinner PressDreamspinner Press is proud to publish Hank Edwards and Deanna Wadsworth’s new book Murder Most Lovely. Check it out, and all the new mystery and suspense titles from your favorite authors like Amy Lane, KC Wells, Tara Lain, and Rhys Ford, just to name a few, and find a new favorite author while you’re at it. Go to dreamspinnerpress.com for everything you want in gay romance. Jeff: Casey, welcome to the podcast. Thanks so much for joining us. Casey: Thank you so much for having me. I’m very excited. Jeff: So, before we got to this segment, I spent a ton of time just going over “Red, White & Royal Blue” as being one of the best things I’ve read this year and one of my top books maybe in the “ever” category because it’s everything I needed in a romance with the prince trope and essentially royalty in the U.S. with the first son. And, I mean, Alex and Henry are so awesome. Tell us what your inspiration was behind this book? Casey: Yeah. So I first started…actually, it’s weird. A couple of days ago, I was going through my Timehop which shows you, you know, what you tweeted two, three, four years ago, and I realized that, a few days ago, which is April 13th, was the day that I tweeted, “Hey, I just had this idea for a book.” And it took me back to that moment of the exact lightning strike moment when I knew what I wanted to write. And this is a question we’ll get into later, but it was one of many attempts at a book I had started and none of them had really taken hold of me like this one did. So it was early 2016, I was obsessively following the presidential election, which, you know, we all were at the time with a lot of optimism. And, at the same time, I was reading two books. I was reading “The Royal We,” which is by Heather Morgan and Jessica Cocks, and it’s basically almost a novelization of Will and Kate with a bunch of different things changed about it. So I was reading that. And I was also reading a super dry Carl Bernstein Hillary Clinton biography, which was a fun little juxtaposition. And I had this idea in my head of I want to do… I’ve seen so many sub-versions of prince charming trope, but I feel, as a queer person, I’ve never seen one that seems the most obvious to me, which is, you know, what if, he wasn’t the perfect, going to produce a million heirs, prince, you know. And then on the other side, I was I loved “Chasing Liberty” when I was growing up and “My Date with the President’s Daughter” and I was really into the idea of a rom-com starring this rebellious first kid, and I couldn’t decide which one I wanted to do first, and I was like, “Wait a minute. If I put them both in the same story, I don’t have to pick.” So, honestly, it was me being indecisive that led to that decision. And on a wider scale, a bigger scope, I just really was looking for the perfect, fun escapist tropey rom-com that was so undeniably fun that the fact that it was also queer wouldn’t keep it out of the mainstream, you know, because a big thing that I want to do as an author and as a queer person is push those stories into the mainstream and be like, hey, you know, it’s kind of what they say in “Love, Simon,” everybody deserves to have a great love story, you know. And so everybody deserves to have a big shiny tropey, fun rom-com, you know. So, yeah, that was kind of where it came from for me. Jeff: And there is so much rom-com-y goodness floating in this book. I think you pulled a little bit from everything. Without giving spoilers, because there could be some depending on what you pick for this, what are the rom-com moments that just sticks out for you as one of your favorites among all of them? Casey: Wow, that’s a good question. I have pulled so many tropes from so many of my different favorite rom-coms. But there is this one thing that I love in every rom-com which is the gratuitous karaoke moment, which is actually if you ever watch “Crazy Ex-Girlfriend,” it’s a song on “Crazy Ex-Girlfriend” like “Shake Me Up.” Okay, yeah, that. So it’s like “27 Dresses” does it, and “10 Things I Hate About You” does it where it’s like somebody gets up and sings a song in front of a bunch people for no reason. And it’s like, “No, this doesn’t happen in real life, but it’s super fun.” And so writing the whole karaoke scene, which I don’t think is a spoiler, that was so much fun for me because I was, you know, as musical theater kid in high school, we all were, and so I got to be so indulgent with that, and it was such a blast. I loved it. Jeff: I think you picked a great one right there because you’re right, there is that moment. There’s even that movie, which of course I’m blanking out on right now, that was like…it was a Rebel Wilson movie earlier, I think this year, that she’s, like, there’s always the karaoke moment that she ends up trapped in the karaoke moment in her own little thing. Casey: I love the karaoke moment. Jeff: That says a lot about people, the songs they pick. Casey: It does. It’s character shorthand for sure. Yeah. Like when Bea gets up and sings “Call Me” by Blondie in the book I’m like, “This is what she’s about, you know.” Jeff: Yeah. There have been so many accolades on this book before it even got published. I mean, we were reading about it, I think in “Blush” almost two months ago now. What’s resonating so much with all these pre-readers? Casey: God, you know, I mean, just to start off, I’ve been, completely blown away by the response to it. When I wrote this book I was like, “This is so niche.” It’s a queer political rom-com with royal elements. And also we talk about gerrymandering in it, and I was like, “This is so niche,” no one’s gonna care, no one’s going to publish it. I was like, “I’m going to try and query this for a month, and then I’m just going to self-pub,” you know. And the fact that people have engaged with it so much and that it has gotten, I think three-star reviews now which is just blowing my mind completely, so beyond grateful for those. It’s just been so staggering and incredible. But, I don’t know, I think that right now the world is really depressing. We live in a world right now that is at times literally on fire, you know. And it is so important to have these little oases or moments of respite and little escapist things because when I first started writing this book, I’m so neck deep in the news cycle and I really couldn’t finish it until I pulled out of it because I realized that wasn’t what it needed to be. It didn’t need to be mired in all of the negativity and all of the darkness that was going on in the world. It needed to be this spark of hope, you know, that would kind of feel… I think about when Obama won re-election in 2012, and I was with my friends. I was in college at the time and we went out on the balcony, and popped a bottle of $60 French champagne, and I think about how I felt in that moment and I was like, “I want this book to feel like that moment,” you know. And I think that a lot of people have been missing that feeling. I think that we have so few things, especially when we look at the political sphere right now, to be excited about and to be hopeful about. And I think that we’re all just nostalgic almost for when we had hope. And I think that what this book does is it lives in the space of being here and now and still having hope, you know, and I think that’s really resonating with people. And then I also think that people are just excited to see…we’re seeing it with Helen Hoang and Jasmine Guillory who are writing romances that are integrating, you know, neurodiverse characters and just racially diverse characters. I think a lot of people are tired of seeing, you know, the same two straight white cisgender, neurotypical people falling in love, you know. And so I think that people are hungry for something that’s different in rom-com that can show that different types of people can have that same big, huge, escapist magical love story. So that’s kind of where I think it comes from. Jeff: You noted that you started writing this in 2016, essentially before the election happened. Do you think you would have written the same book had Hillary won? Casey: That’s a great question. And the book I had planned to write before the election went the way that it did was a different book. There were so many threads that I ended up dropping. I, at one point, had…and this was before anything about Russia had come up. I, at one, point had… a Russian double agent involved in the campaign and I was like, “This is too unrealistic. No one’s going to buy this. I’m cutting this,” you know. And now I’m like, “God…” But, yeah. I mean, it definitely…I think it would have been more lampooning the Democratic Party…not that I have anything against the Democratic Party as someone who is registered as Democrat, but it would have been more of “Veep” style, you know, that we’re all on the same side here, so we’re going to send each other up kind of thing. And instead it’s still very tongue in cheek, and it still has that “Veep” side to it, but it needed to have more of…. it needed to be less cynical, basically, you know, because I don’t think that we can really afford a lot of cynicism right now beyond what, you know, roasting the President on Twitter is cynical, I guess. But, yeah, I think that there are certain things that happen in the plot that never probably would have been explored if the results of the election had gone differently because I don’t think I would have felt as much of an urgency to put those into the story. So, yeah, it definitely would have been different. It definitely would have been a lot different. But the President was always the same. President Claremont was the same character from the moment I came up with the idea for the book. She’s like Tami Taylor, from “Friday Night Lights” meets Wendy Davis, the politician from Texas, meets a tiny bit of Selina Meyer from “Veep” and probably every strong female in my life, you know. So, yeah, long story short, yes, it would have been different.  Jeff: One of the things I like about it so much, and you touched on this a little bit, is that it’s not two white guys getting together because Alex is Mexican-American. And certainly given how things have played out under the current administration, having that element in the White House as first son, it says a lot. And Alex comments on this, you know, periodically as he’s kind of going through things and how that aspect of his heritage plays into things. Did you have that set early on or did that kind of manifest as we saw how immigrants were being treated post-election and even during the election cycle for that matter? Casey: Sure. Well, the minute…it kind of was, like, the plot itself that informed what Alex would be because, like I said, the first character I came up with was the president and everything kind of formed around her. And I’m from Louisiana, and I have this huge chip on my shoulder about democrats, and liberal people, and progressive people in red states because I was one for so long. I live in a purple-y state now. But, you know, I feel they’re so often written off and discredited, and I can probably count on one hand the number of actual presidential candidates who came and campaigned in my hometown, which is the capital of Louisiana. And people just don’t see anything worth investing in. So I wanted to do a southern Democrat. I didn’t think that a Louisiana Democrat was that realistic, so I did a Texas Democrat. And from the minute I knew she was from Texas, I was like, “Well, it would make sense for her to have married a Mexican man, or a, you know, a first or second generation Mexican man.” And it just kind of went from there where I was, like, “You know, I really do like that idea of that.” I spent so much time in Texas, I know so many people from Texas, I know so many Tejanos and people… it just made sense to me. And then, you know, the more that the rhetoric kind of got really vitriolic about Mexican immigrants around the election, I was like, “Yeah, fuck you. Actually, I am gonna put some Mexican people in the White House.” Yeah, that’s what’s gonna happen. I did as much as I could with it. Obviously, I’m white, and I did a ton of research, I talked to a ton of Mexican friends of mine, and especially Tejano first or second generation people. And then what I’m really excited about with the movie is that we have the opportunity to bring in more people on the creative side who are Latino who can offer more of that voice, that can go farther than I could go with it and that can explore more things with it. So, yeah. It just felt really natural to me, he’s from Texas, of course, he could be half Mexican. That’s just so typical there. So, yeah, it was a very natural progression of the character for me. Jeff: And in a weird twist, I’m actually interviewing you from Dallas. Casey: Yes, I know. I was just thinking about it. That’s so funny. Yeah. I feel like that’s appropriate. I feel the stars aligned to have you interview me from Texas. Jeff: And finish the book while I’m in Texas. It was kind of crazy. Casey: Yeah. That’d be so appropriate. I’m really excited because my second tour stop is in Austin, and I’m so excited. I haven’t been to Austin, like, a year or two, and it’s just feels so right to go back with this book. So I’m so excited. Jeff: There is a ton of history in this book. Henry goes into a lot of history of the monarchy. And one of the things I loved is in the emails that Alex and Henry are trading, they end up and quote a lot of literature or other letters of historical people. How much of that was in your head, and how much was “I need to go off and do a ton of research?” Casey: So, for me, a lot of…when I was talking about… there’s parts where after Alex starts figuring stuff out, he starts, like, develops independent research of, like, let me remediate myself on queer American history, and reconnect with it, which I think is something that a lot of queer people in their 20s do. Especially for me when I was 20, 25, and then I started to figure myself out, I was like, “Wow, I need to know the first thing about my own community.” And so I went back and really read a lot and educated myself. And so a lot of the American history, American queer history was stuff I was already familiar with because that’s something that I felt was my responsibility to learn in the past. But, yeah, I definitely didn’t know a lot about queer British history at all. And so that was a lot of reading for me, a lot of, you know, finding history threads on Twitter, and then okay, I’m gonna go look up all these stories individually, and find out what’s the real truth, because things get twisted online. But, yeah. The letters kind of started with…and this is gonna date when I started writing this, but I was really coming off the “Hamilton” high, you know, which I think we all were in early 2016. It was like, “Oh, man, I’ve been mainlining Alexander Hamilton history for six months, you know.” And, you know, I was really interested… I love all of Hamilton’s love letters with Eliza, but there was also his letters with Florence that were really fascinating to me, and I had started looking into that and that was how I found this book called “My Dear Boy” by Rictor Norton. And I found that because I was researching the Hamilton Lawrence letters, and that was where I found a lot of the letters that are featured in the emails. And then I also was looking into Virginia Woolf, and Eleanor Roosevelt, and all those figures from history who also have a lot of archive letters that are very interesting. And, yeah, honestly, it was almost…I had a blast with it because it was just a queer history, like Easter egg hunt. And, you know, I intentionally did that in the book because I pictured this book…I pictured it being something that a lot of people at different points in their journey with queerness would read, and I would want…let’s say some 19-year old who’s just figuring things out, and they don’t really know anything about queer history, I’m like, “Well, here’s the name of something that you should go look up.” “Here is ‘Paris Is Burning,’ go watch it,” you know, kind of thing. And so it was, it’s really, a bunch of sneaky history lessons. I’m a nerd, and I was like, “You should know this, too.” But, yeah, I had a blast doing that. And then just research, in general, was just so much fun. I spent so much time poring through the royal collection archives online, just for throwaway jokes and stuff. I was a journalist for six years before I quit to do this full time. And so, yeah, I’m a huge nerd and I love historical context for everything because that’s just what I’ve been wired to do for so long. So, yeah, that’s kind of where it all comes from for me. Jeff: And my musical theater geek self loves that “Hamilton” had a play in that because I kind of felt that I was reading some of it’s like, “This seems very ‘Hamilton’ in some ways that they’re using this.” Casey: I battled with myself over whether “Hamilton” was a thing that existed in this universe, and if I should mention it in the book, and I was like, “I’m not gonna,” because it’s still so fresh and I feel it’s gonna date the book a lot. But it’s definitely, like, there’s this undercurrent of we’re doing colonial rap battles under the text, you know. Jeff: That’s one of the things I like about this so much is that it is current revisionist history, you know, because, I mean, most of it, and this doesn’t get to a spoiler, most of it is leading into the 2020 election, with Claremont being President in the here and now and having succeeded from Obama. Yeah, its current revisionist history. It’s very interesting how that plays itself out. Now, I think we mentioned that this is your first book that’s out there in the world. What got you into writing romance and specifically m/m romance? Casey: I mean, I have always consumed all types of media and this is my one sacrilegious answer that I give in interviews which is I’m really more into movies and TV than I am into books, and that is the most media that I consume. It’s not what I write, I’m not a screenwriter, I’m not good at that type of writing, but it is where I pull most of my influences from, and what I consumed the most as a kid, I mean, unless you count “Harry Potter,” which everybody read… Jeff: Which does very much exist in the “Red, White & Royal Blue” universe, which I also love. Casey: Oh, yeah, very much so. But what I engaged with about all of those things was the relationships in them. I’ve watched “Lost” and I was like, “I don’t care about Dharma, or the clues or what this island actually means to the polar bear,” I was like, “I care about that everybody’s gonna end up together that I want to end up together in the end, you know,” and it was always like that with everything I watched. I’ve watched “Buffy,” and it was always about that for me. It was like, “This is cool, mythology is cool, whatever, but, like, Spike,” you know. And it really that was just what grabbed me, and so I knew that was what I was always gonna wanna write. And I tried to write other genres. Every other book I tried to start writing was young adult, magical realism, or young adult fantasy, which is clearly not my genre. And I tried a bunch of different false starts in those genres, and it didn’t pan out for me. And this was, like I said, the first time, I had an idea that completely grabbed me. And I think, like I said earlier, I gravitate to writing queer fiction for the same reason that straight people gravitate to writing straight fiction which is that I’m a queer person, and it’s my experience, it’s what I know. I didn’t really come into this book with an idea of what the gender should be more than what the story would be and it formed around that because I didn’t think that the story would take on all of the same qualities. If it was two women, you know, I thought that it would be a little different tone. I felt if it was two women there’d be a porn parody within 15 minutes of it coming out, you know. And so it’s just, there’s just different ways that lesbian couples and gay men couples are perceived by the world I felt, and for this story it made more sense with two men, and I also wanted to do that prince charming trope sub-version. And so it just kind of told me what it wanted to be. But my next book is…it’s about two women, and it’s a completely different story. And so, yeah, I really…honestly, it’s just me trying to make queer rom-coms a mainstream thing more than anything else. Jeff: More power to you. And, so far, it looks like you’re doing a great job with that. Casey: Thank you. Thank you so much. Jeff: This question may not have a good answer based on what you just told us about your kind of TV and movie thing, but are there authors who influence you? Casey: Well, yeah, I mean there are definitely authors that influence me. I loved Oscar Wilde growing up which is, you know, I was 15, my sisters, I remember being at my sister’s college graduation with highlighter and sticky tabs going through “The Importance of Being Earnest.” So, yeah, I did my term paper in high school on “The Picture of Dorian Gray,” and I was like, “This is straight behavior.” But, yeah, Oscar Wilde was a huge influence on me. The “Harry Potter” books, yes, of course, they influenced me. I read a lot of non-fiction and a lot of memoirs actually because I love the voice of them, and I think that’s what helps me to have a good narrative voice. So I love Carrie Fisher’s writings, I love…Nora Ephron’s memoirs are all incredible, Mary Karr. Let’s see, what else. I’m looking at my bookshelf right now. What else do I read? Jane Austen, obviously, the classics of romance, you know. And then more recently, my favorite author right now is Taylor Jenkins Reid. “The Seven Husbands of Evelyn Hugo” is my favorite book I’ve read in the past couple years and definitely has earned a spot on my all-time faves shelf. And so that’s definitely… And I loved how she does a lot of…she does a lot of what we call in journalism alternate story formats, so epistolary style things that are threaded into the book, which is something that obviously I really love too. And then yeah, that’s…I mean, I read a lot…at least I read a lot of non-fictions like Rebecca Traister and Roxane Gay, those are those are all my faves. But then I pull from a lot of a lot of TV and movies. The biggest influences on this were “Veep,” “Parks and Rec.” There is this web series called “The Gay and Wondrous Life of Caleb Gallo” that I love, and it’s so millennial absurdity that it really kind of like… there’s a shout out to it in the book because they play the song, “Loco In Acapulco” by The Four Tops in that show, and I put that in the book. Yeah. So I’m kind of all over the place. I have a lot of influences and a lot of things that kind of all feed into what comes out of my brain. Jeff: So let’s talk movie. You hinted that a little bit ago. Amazon and Greg Berlanti picked this up before, you know, again before it’s even published out to the world. What was your reaction when you first heard that that was a done deal? Casey: Well, I mean, it was so many stages of reaction because what people don’t see behind the scenes is that the process is crazy. It starts with I have a Hollywood agent, and she sends it out to people and then one producer expresses interest and then more producers can if they want to, and then it turns into you’re on the phone with, you know, such and such from whatever huge production company, and it’s like, “I’m not qualified to do this.” And you talk to those and you pick your producer, and that’s how I picked Berlanti. And I was just really excited to even have a chance to work with them because I’ve loved so much of their work, not even just looking at “Love, Simon,” and going back to “Political Animals” which was a six episode series that’s on Netflix. It’s got…honestly, I have to say one of my touchstones too because it’s got Sigourney Weaver is the president in that which is just amazing, and they’ve got Sebastian Stan as one of the president’s kids, and he’s very tortured, and recovering from addiction, and he’s gay, and he’s Sebastian Stan so he’s crying, you know, and very beautiful. But, yeah. So I just knew that he had the range for it and I also knew that based on “Love, Simon” that production company had the chops to get an unapologetically queer rom-com into the mainstream. But also it was on a personal level, I just remember going to see “Love, Simon” in the theater and that was probably a week after I signed my book deal. And I showed up with an entire eight-inch Jimmy John’s sub in my purse because I knew I was going to cry and I like to eat my feelings. So it was literally me alone. I had to drive 15 minutes out of my city because I was living in Louisiana at the time to find a theater that was playing it, and it just me alone in the theater with my sandwich and was just weeping to Jennifer Garner, you know. And I just remember getting in my car and thinking if my book could make people feel half as seen as I just felt by watching that movie, then I will be so, so happy. And so I’d have the chance to do, to kind of pay forward what that feeling was for me to the next round of people, especially queer people, meant so much to me. And then yeah, Amazon, they just care so much about the project. They’re so passionate about it. They want it to, you know, really…they’re actually really invested in diversifying what is in the market, and taking some risks, and doing projects like this. And it’s just so incredibly mind-blowing, and it really doesn’t feel real yet to have people want to invest those kinds of resources in a story that I wrote. More than anything, I’m just so excited about what it could represent and what it could mean to people. I think about like…and not to at all compare the histories of these communities, but I think about “Black Panther” and “Crazy Rich Asians” and what those movies meant to have as big cinematic events geared around a demographic that wasn’t usually catered to by the mainstream, you know, and what it meant for those people and what it represented for the future of storytelling for different groups. And I like the idea of being able to make any kind of similar impact with movie is incredible. And I really hope that we can do that, and I really hope that it can be the beginning of a lot more queer rom-coms, you know. So, yeah, it’s amazing. I’m so, so humbled, and amazed, and really excited to see what comes next with it. Jeff: As you were writing, I think all authors tend to cast their books to some degree. Do you have in mind, and knowing this is totally separate from anything that Amazon and Berlanti might do… Casey: Sure. Sure. Jeff: …do you have in mind who Alex and Henry are, at least in your head, as you were writing if you had to assign them an actor? Casey: Well, it’s so hard because…and this is kind of an indictment of the state of Hollywood and that is slowly beginning to change, but there really aren’t a lot of young Latino actors out there choose from, you know. And so it was… there really wasn’t a definitive Alex in my head because I have looked and looked and it was so hard to find someone that fit. And that’s what’s exciting to me about the movie is I think that we will get a chance to kind of give a star making role to some young unknown Latino actor, which would be amazing, and I would love to do that. And Henry is just very elusive. There’s five million charming white British men, but in my head, he’s just so specific-looking, and I have not yet found anyone that matched him. But the parts that were, I think, easiest for me to assign an actor to were like… I always pictured Daniel Day-Lewis as Richards with like the silver foxy and then, Ellen Claremont in my head from day one has been Connie Briton. And then, I mean, Rafael Luna in my head is Oscar Isaac for sure, you know. Jeff: Oh, yeah. I like that. Casey: There’s some characters that I came up with the character first and then tried to figure out what they looked like, and there are other characters where… with Rafael Luna I was like, “I want a character who looks like Oscar Isaac. What’s he going to be?” you know, and that was kind of how that came to be. But, yeah, I’m really excited casting is going to be so much fun, and I’m very excited about it. And I’m really, really excited about just getting to see, you know, what we can do for some…I think there’s gonna be a lot of unknowns in the lead roles, and that’s going to be amazing because they’re going to be able to really step into and embody those characters without it being distracting, like, “Oh, that’s like so and so. I look at them and all I see is the character they played in ‘Game of Thrones’ or whatever.” Yeah. so I think that’ll be, you know, a fun thing. But, yeah, that’s kind of it for that. Jeff: Do we get to see more of Alex and Henry in the future do you think? Casey: I think that I would not rule that out, and that’s all I can really say about that. Jeff: Sure. Casey: Yeah. I think that that would be amazing. I would love to do that. Jeff: And you mentioned your next book is going to be a female pairing. Casey: Yeah. Yeah. So it’s completely different from this. It’s a much smaller scope of a world. It’s just a girl who moves to New York, and she’s from the south. I don’t think I will…I don’t know if I will ever write a protagonist that’s not from the south because that’s just so deeply ingrained in me and in my voice. But she’s from south, she moves to New York, and she kind of stumbles into this roommate situation where it’s just sort of ragtag band of misfits kind of thing. And she develops this huge crush on this hot chick who’s on her subway commute every day. And it’s kind of based on the idea of that way that you fall in love with something on public transit for like 20 minutes, and then you step off, and it’s like they never existed anywhere other than the train. They’re just there for 20 minutes, and you never see them again. But the thing is that she sees this girl every single time she’s on the train. And there’s kind of a twist as to… I will say there’s some light rom-com-y style time travel shenanigans that happened, and the girl on the train is not exactly everything that she seems. And so the whole book is about their relationship and at the same time trying to figure out what’s going on with this girl. But it is rom-com, and it’s super fun, and, of course, it has a gratuitous karaoke moment. Jeff: Excellent. Casey: Well, it’s more of like there’s a gratuitous karaoke moment, and there’s a gratuitous drag show moment. Yeah, so, range. But I’m really excited it. I’m hoping…I mean, obviously, we haven’t set a date for it yet, but it is super, super personal, book of my heart for me, and I’m really excited for people to read it. Jeff: Fantastic, definitely looking forward to that. Casey: Yeah. Yeah. It’ll be awesome. I’m excited. Jeff: What’s the best way for folks to keep up with you online so they could track your progress with what’s up with Alex and Henry and also the new book and everything else? Casey: Yeah, Twitter for sure. I’m kind of been taking a step back lately because since we announced the movie my notifications have been busted, you know. But, yeah, I’ll definitely be back on more especially during tour. I tweet out playlists and a lot of little trivial information like their birth charts and things like that on there, and then also Instagram. That one is more for like I’m here for this tour date kind of thing. So yeah, those are my big two ones. It’s casey_mcquiston on Twitter, and then casey.mcquiston on Instagram. Jeff: Very cool. Well, we will put the links to all of that in the show notes. Casey: Thank you so much. I appreciate it. Jeff: “Red, White & Royal Blue” comes out on May 14th, and we wish you just continued success because it’s been so much already and look forward to seeing the movie and everything else that comes from it. Casey: Yeah, thank you so much. I’m so, so grateful, and it’s been so much fun. So thank you so much for having me on.

The guys talk about having more books than shelf space and also their upcoming 24th anniversary. Will reviews An Easter Promise by A E Ryecart. Jeff reviews Play It Again by Aidan Wayne. Jeff interviews Hank Edwards and Deanna Wadsworth about their collaboration, Murder Most Lovely, the first in the Lacetown Murder Mysteries series. They talk about how they came up with the book, their process for co-writing and what’s still to come in the series. We also find out what’s coming up for each of them in 2019. Complete shownotes for episode 186 along with a transcript of the interview are at BigGayFictionPodcast.com. Here’s the text of this week’s book reviews: An Easter Promise by AE Ryecart. Reviewed by Will. This is the continuing story of Rory and Jack, who we first met in the holiday story, A Kiss Before Christmas. In that story, Jack finds the homeless Rory huddled on his doorstep and offers him a place to stay. As they learn more about one another, Jack asks Rory to pose as his fake boyfriend when he goes home for the holidays. An unexpectedly severe winter storm prevents them from that trip, but in the few days they’ve been together they’ve fallen in love. I read A Kiss Before Christmas last year, and I still highly recommend it. In An Easter Promise, it’s now Spring and our two heroes are finally making the trip to visit Jack’s family in his ancestral manor house in the countryside. This is a particularly nerve-wracking experience for Rory, whose childhood couldn’t have been more different than Jack’s well-heeled upbringing. Things go relatively well as Jack shows Rory around the expansive estate, but they then get frosty when Jack’s mom makes it clear that she believes that Rory is after her son’s money. Gold-digging accusations aside, as a favor to her, Rory steps in as a last-minute contestant in the Best Bake competition at the village festival. Though his brownies were obviously the best, he doesn’t win. Afterward, Jack announces that he and his culinarily gifted boyfriend are going into business together and are opening a bakery. This once again raises the suspicion that Rory is only after Jack for his money, causing a major rift in family relations. Jack tells his mom where she can stick her suspicions, and is ready to return to London, but when Rory takes the family dog for a walk, he gets lost on the moors in a sudden storm. If reading fiction set in the U.K. has taught me anything, it’s that going for a walk on the moors is always a bad idea. The family organizes a search party and journeys into the dark night to find Rory. He is eventually found, and Jack makes amends with his parents. Flash forward a few months to the opening of the bakery and the beginning of a new chapter for our romantic heroes. I really like both of the stories featuring Rory and Jack and sincerely hope that this isn’t the last that we’ll see of them. The opening of the bakery certainly presents several new story possibilities. A.E. Ryecart, if you’re reading this, I’m a fan and a series set in this world would be greatly appreciated. Play It Again by Aidan Wayne. Reviewed by Jeff. I was completely delighted by new-to-me author Aidan Wayne’s Play It Again. Part of what drew me in initially is that part of it relates to what we do here on the podcast. Dovid is a YouTuber alongside his sister Rachel. They run a channel called Don’t Look Now. Among the things they do is review eateries in Seattle for how accessible they are because Dovid is blind. They also interact with their fans, go on trips, open mystery boxes–it’s the full YouTube gambit. Over in Ireland, Sam runs a Let’s Play channel where he plays a popular videogame. Rachel and Dovid become obsessed with Sam’s channel because of his easy-going, fun delivery. Dovid calls out Sam’s channel in an episode and sends Sam’s subscriber count through the roof and when Sam contacts Dovid to thank him they end up talking frequently. Dovid and Sam are single–but as I mentioned live on opposite sides of the globe. Neither of them, quite cutely, realizes how flirty they’re being as they message each other. Initially Dovid offers Sam advice on how to manage his new subscribers and ways to grow his channel but as they move beyond that and get to know each other the realization comes that perhaps there’s more there. This isn’t the first book I’ve read that relies heavily on text messages, instant messenger, email and so on. I loved how these wove into the story. There’s a good deal of, what I’ll call, regular storytelling too, coming from both points of view. Dovid and Sam have quite a lot internal dialogue about their growing predicament. Just getting time to talk on the phone is a challenge with the nine hour difference between them. It doesn’t stop them though from being ridiculously cute and challenging themselves to let this relationship go through its formative stages without being in the same physical location. Of course, the guys have to get together and that happens when Dovid and Rachel had the chance to do a European tour, which includes Ireland. As much as Dovid and Sam questioned themselves as they did the long distance thing, the jitters ratchet up as they meet. Aidan does a great job of showing the hesitancy–from Dovid wanting everything to be perfect to Sam wondering if he’s worthy of Dovid. Sam comes from a family where he was put down a lot and Dovid goes into protector mode when Sam talks about this, which is incredibly touching and sexy. For all the exploration they did via email, the time they spend together in Ireland really made me appreciate the romance that Aidan spun even more. They’d bonded so much before, they almost fall into old married couple mode with how they try to take care of each other. Dovid is particularly mindful of Sam’s asexuality and makes sure Sam isn’t doing anything he doesn’t want to do. It’s wonderful to see two such diverse characters finding their happy. Speaking if the HEA, I’d wondered how it would manifest in a book where the two characters spend probably eighty percent of the book on separate continents. I adored how Aidan brought Sam and Dovid together. I would love to see more in this universe to know how Dovid and Sam are getting on. Besides the wonderful romance, I loved the attention to detail that Aidan put into showing the work Dovid and Rachel do on their channel. From the talk of creating Patreon campaigns to managing social media and how to interact with the audience, I enjoyed it and I don’t think it’s too much for people who don’t do this kind of thing. Another excellent detail, Dovid and Rachel receive a package from a fan in Michigan–it contained Faygo Red Pop and Mackinac Island fudge, two childhood favorites that made me smile and gave me cravings! So, in case you haven’t figured it out, I totally recommend Play it Again by Aidan Wayne. I’m also looking forward to their upcoming book, Hitting the Mark, which comes out at the end of May. This interview transcript is sponsored by Dreamspinner PressDreamspinner Press is proud to publish this week’s guests Hank Edwards and Deanna Wadsworth and their new book Murder Most Lovely. Check it out, and all the new mystery and suspense titles from your favorite authors like Amy Lane, KC Wells, Tara Lain, and Rhys Ford, just to name a few, and find a new favorite author while you’re at it. Go to dreamspinnerpress.com for everything you want in gay romance. Jeff: Welcome to the podcast, Hank Edwards and Deanna Wadsworth. Deanna: Hello. Jeff: Thanks for being here. Hank: Thanks for hosting us. Jeff: You guys have written a book together… Deanna: We did. Jeff: …which is super cool. April 30, which is the day after this comes out, you’re releasing the first book in the “Lacetown Murder Mysteries” called “Murder Most Lovely.” Tell us about this new series. What is the scoop? Deanna: Who wants to go first? Hank: Deanna? You go first. Deanna: Okay, I’ll go first. So like a year ago I went out to dinner with my husband, had some cocktails and at like 11:00 at night after having like wonderful conversations in my brain with myself because I think I’m clever, I messaged Hank, and I said, “Dude, we need to write a book together.” And he’s like, “We should.” And then we did. Hank: I might have had some cocktails that night too. I can’t remember. Deanna: You may have. Hank: Might have. Deanna: And it was, “Yeah, we should,” kind of moment. And we didn’t really know where it was going. Hank: We had no idea. Deanna: What’s that? Hank: We had no idea, like nothing. That was just the random start of things. “We should do a book.” We didn’t have an idea or anything. Deanna: It was a completely inane, “Dude, we should write a book together,” kind of moment. And then seriously, the next day, we had some conversations like, “What should it be? Superhero?” And then we just kind of like spitted ideas back and forth. And Hank was like, “We would write the fuck out of a rom-com.” Am I allowed to say fuck? Jeff: Yes, you are. We’ll put a little explicit logo on the episode and you can cuss as much as you want. Deanna: So he was like, “We would write the fuck out of a rom-com.” And I’m like, “We would.” And then we’re like, “What should it be?” And we just spitballed ideas back and forth. Like, I mean, literally, like there was probably like 30 or 40, like, things we shot back and forth at each other. And then Hank picked on two of them. And he’s like, “I love the idea of a mortician and a hairdresser.” Then we ran with it. Hank: Yeah, and we just ran with it. And it just started writing. I mean, we didn’t plan, like, “You take one chapter.” What we did was each of us wrote up a character bio and sent it to each other. And so I wrote up… Deanna: It was so great. Hank: You what? Deanna: It was so great, like blind dates for our character. Hank: It was. It was really fun. So you had Michael, right, and I had Jazz. Deanna: Yeah, you made Jazz. So tell us about Jazz. Hank: So Jazz is very sassy and very snarky. And he’s a talented hairstylist and he’s uprooted his life after separating from his husband, who is a best-selling novelist and mystery novelist. And so he’s moved to this small town on the coast of Lake Michigan in Michigan. And some Michigan love there, Jeff. Yes. Jeff: I love that. Hank: Yes, always. And so he’s starting over and he’s just trying to kind of like rebuild and he works at a fun little salon but he’s kind of, he’s 49 but he tells people he’s 41 and… Deanna: He tell’s people he’s 35, remember? Hank: And he tries that too. Deanna: He totally lies about his age. He says he’s 35. Hank: We had, our editor actually called us up and she was like, “Is this right?” Because he shouldn’t have been around back then. Jazz lies about his age. Deanna: He’s almost 50 but he says he’s 35. Hank: Right. So that’s how that started. And then she brought up Michael. Deanna: Yeah. Hank created Jazz, the hairdresser, which is funny because I actually legitimately am a hairdresser in real life. But when we were talking, Hank had said, “I’ve always wanted to write a hairdresser.” I’m like, “You take the hairdresser. Run with it.” And then I took the mortician, which sounded really great and exciting. And after dozens of Google search, Google decided that I obviously want to be a coroner and mortician and they send me casket ads, but yeah, whatever. So I created a…it was fun because Hank created Jazz, this sassy, almost-50 hairdresser who’s super sarcastic, he’s got long honey blonde hair and super stylish and wears eyeliner and he’s really sassy and he has a big potty mouth. Hank: Oh, yeah. Deanna: Oh, he does. And then I didn’t know who Hank was creating when we came upon this conversation. It was very much, “Hey, you pick your guy. I’ll pick my guy. We’ll see what happens. And I made Michael Fleishman who is a 42-year-old, very uptight, very socially awkward Jewish guy who runs the local funeral home and he’s also the county coroner to our fake county…is it Carver County? Hank: Carver County, yeah. Deanna: Carver County on Lake Michigan, which is sort of like in somewhere between, I don’t know… Hank: Like Saugatuck and… Deanna: Saugatuck and… Hank: Yeah, Muskegon. Deanna: Muskegon, somewhere, a fake county in between there and he’s the county coroner. He’s very uptight and super horny and has this like hilarious like sexual imagination but he’s really reserved and he is obsessed with mystery novels. And he goes to a bookstore in Lacetown, which is our fictional town on Lake Michigan, during a literary festival to meet his favorite also author, Russell Withingham, which happens to be Jazz’s husband. They’re separated but they’re not divorced yet. Hank: And that’s the meet-cute. Jeff: Wow. Hank: I know, right? Deanna: Total rom-com, meet and greet during the rain under an umbrella, cute scene. Until Jazz gets his little…I mean, he really worries Michael thinks he’s a bitchy queen and he kind of is. He’s totally the queen. Hank: He’s really fun to write. Deanna: It’s so fun. Jeff: So when you got these characters who are obviously really opposite to each other, you could just hear it in the bios, what was it like to mash them together? Hank: Oh, man. Jeff: Sparks had to have flown off the pages. Hank: Oh, yes, right away. It was really fun. The first chapter is their meet-cute. And we had…I mean, we do a lot of like editing, right? So we’ll write the first pass and we’ll talk about it. We message a lot during the day and stuff like that, talk about where we want to go with things. And then we use Google Docs to write together. Yeah, so that was a lot of fun to just see the whole creation of it and like set up that setting and understand how they were going to meet and how that was going to go and how Michael would be so taken with Jazz at first sight. It was really fun. Deanna: Totally. Like, “Oh, you’re so handsome. Why is he talking to me?” Hank: That’s really fun. Jeff: And of course you’ve got the mystery element in this too. So rom-com mystery, which trying to think, I haven’t necessarily seen that kind of combo a lot because there’s straight up romantic suspense, of course. And then there’s like cozy mystery and maybe this ekes a little towards that with the rom-com–iness. But did you know that this was going to be like something to go for? Or did you just like mash these two elements together and say, “This thing…” Deanna: We thought about doing like a film noir concept, like a 1940s film. But see, that’s the thing. Like when Hank and I started writing, we didn’t have a direction. We were very much open to anything. And it was sort of like he created Jazz, I created Michael. We knew we wanted a murder. We knew we wanted it to be like… Hank: We wanted a murder. The murder got pretty gruesome too. I was really shocked. Deanna: Yeah, we wanted some things but then as we began to write it, it began to have elements of a real murder. So like our sheriff is blustering and funny. And Michael has his kitty cat, the little Mr. Pickles. Hank: Mr. Pickles. Deanna: Mr. Pickles, the fat, black-and-white kitty, which my dog is growling at right now. Jeff: Which we should note, for the people who may not be watching the video, Deanna just held up this stuffed kitty. And you’re going to be giving these away at GRL in a few months. Deanna: Yes, we have a few couple. So like when we created the story, I guess maybe other people with their writing collaborations might be different than we were. But Hank and I were not in a competition with each other. We were not like…we just knew we were going to have fun because we like each other and we know each other personally. And we were just like, “Let’s have fun with this.” And there was no like obsessive competition with like, “I don’t like the storyline.” Or, “I like this.” It was just sort of like, “What do you want to do? Okay, that sounds fun.” And we both ran with it. And we ended up developing this city on Lake Michigan and this little town and these little side characters. Jeff: Let’s talk about the mystery side of it. Who is dead? Deanna: Oh, yes, the mystery side of it. That’s right. So I’ll talk and then I’ll let Hank talk because I’ve been blabbering too long. So we decided we wanted it to be, like, film noir idea. And then it became like a legitimate murder mystery where there is a dead body and it’s gruesome and it’s creepy and it’s sad. And there’s like some crazy shit happening. And there’s like cops that need to come in. And there’s like a real mystery. And there’s actually a couple side mysteries that are happening over the book arc of the next two novels, novel two of which we will be submitting in the morning. We would have submitted it today but I’m being a typo psycho. I am. I’m a typo psycho. Hank: She’s finding a lot of good stuff, though. I like the changes. So, yeah. So the murder actually got more gruesome than I was anticipating. We were like, “Let’s go.” “Wait, do we want to go?” “Yeah, let’s do it. Let’s do it.” So it’s…do we want to say who it is? I mean, it happens early on. So I don’t think it’s a spoiler, right? Deanna: Oh, I don’t know. Why don’t we just talk about how creepy the murder is. Hank: Okay, we’ll just leave it just like that. Deanna: Not who is murdered. Hank: Someone’s murdered and maybe their hands are missing. Deanna: Or chopped off. Jeff: Oh, wow. Hank: So, yeah, that’s kind of… Jeff: That’s more gruesome than I expect in a rom-com. Hank: I know. Jeff: I’ll say that. Deanna: Oh, wait ’till you hear about the serial killer. Wait, that was a spoiler. I didn’t say it. Hank: But in the first book… Jeff: Is that a spoiler that we’re leaving in or a spoiler that we’re taking out? Deanna: We’re leaving it in but we’re not gonna respond about it. Jeff: Fair enough. Hank: That’s right. Jeff: A little breaking news there for the podcast that we will not do follow-up questions on. You were saying, Hank, on this murder. Hank: So yeah, so it was gruesome. And then there’s the discovery. But Michael is kind of, you know, he can’t help but be a little excited about it because it’s his first murder because he’s a small town, county coroner. And the only… Deanna: He’s not only a mortician. He’s the county coroner too. Hank: Right. So it’s up to him now to, like, investigate it. He’s never had a murder like this. He’s had a murder but they knew the victim and the attacker. So this is completely new for him. And he reads murder like mystery novels, so he’s really excited about it. So he’s, like, starting to play, like, detective. And then the sheriff is kind of, you know, like all blustering and yelling at him like, “Fleishman. Dilworth.” You know, that’s Jazz’s last name, Jazz Dilworth and he like calls everybody their last name and yells at them. And they’re always a suspect, so, “Don’t leave town.” Deanna: Everyone is a suspect until Musgrave says they’re not a suspect. Hank: “Don’t leave town.” Yeah. Sheriff Musgrave. Jeff: So if I understood correctly, you kind of just created this on the fly. Hank: Yep. Deanna: Totally. Jeff: For both the romance and the mystery? Deanna: Totally. Jeff: How did that play out in like the day-to-day writing? Because I can’t even like imagine having co-written something that there wasn’t more of a plan to it. Hank [softly]: I know! Deanna: How did it go? Hank: Actually it went smoother than I expected. Deanna: It was so much fun. Hank: Yeah. And it was a lot of fun because we chatted a lot on Facebook Messenger. And we’d text and we call each other now and then. We’d have conversations, phone conversations, and we’d plan out where we wanted things to go. And then one of us would say, “Okay, I’ll do this and then you can write that.” And then we just kind of took it. And then it was really fun because like you’d go through and you’d read…you know, how you like read through what you’ve written and it’s somebody else has written something new and you’re like, “Wow, this is like a whole new story.” Like you don’t know what you’re reading, you don’t know anything of what to expect. So it was really fun. Deanna: So awesome because, like, first, I gotta say, writing with Hank Edwards has been a pleasure. Because not only is he a great writer and like stupid funny, like so funny, I can’t even tell you how many times he writes something and I’m just like…laughing. But he and I are not…we’re not competitive individuals. We’re not like jumping into this, like, “Well, this is what I want. This is what I want.” It was so easy, where it was just like we just…Hank created Jazz and then Jazz has this profile that we went with. I created Michael and we had this profile we went with. He and I created an exterior mystery that happened to them. But because he created such a good profile and I just created such a strong profile, both of us knew who Michael and who Jazz were. And then it was like, “Well, Michael wouldn’t do that,” or, “Jazz wouldn’t say that.” And we didn’t like try to, like, undermine the other person. I don’t know. I just feel really blessed. I love you. I just feel blessed to be able to write a story with someone who is so easy and so fun and our sense of humor is both very similar and darkly twisted and inappropriate, like we both knew when our editor was gonna go, “Mm-mm. No.” Hank: I told her several times, I’m like, “This is gonna get cut out and you put it in and it’s gonna get cut out. I’m telling you right now.” And she’s like, “I want to leave it in.” I’m like, “Okay, but it’s gonna get cut.” And it did. Deanna: And I’m like, “They’re not gonna let us use the C-word.” And he’s like, “Maybe they will.” No, they didn’t. But it was so much…I don’t know. It was just one of those things that were really easy because Hank is so fun to work with. It was just easy. I mean, not that writing and editing is easy. But even as we went through the process, there would be scenes…we each knew where the scene was going to go. We knew what scene was going to happen next. And if it was…because our work…he’s very typical 9:00 to 5:00 work schedule, Monday through Friday, and I am Wednesday through Saturday, noon to 8:00, those four days. So like he would do all the stuff Wednesday through Saturday and then I’d open it up on Sunday, and then I’d do all the stuff Sunday to Tuesday. And then it wasn’t like we were fixing or changing each other’s work. It was like, “Oh, that’s a great scene.” And then I would add to it. And then he would take my scene and add to it. And it was just like layering and layering cool stuff with what was already funny. So it was like I knew what I was writing on Tuesday. I wrote this whole scene. And then Hank would write the next scene. And when I would get a chance to read on Thursday, he was like, “Oh, what am I going to read? I know what’s gonna happen but how is it gonna happen?” And he is so funny. So funny. And, I mean, it was just so great writing together. Jeff: So, Hank, for you, what’s kind of your side of that story as you’re like going through and doing your part on the book on your days? Hank: So it was a lot of fun. Like Deanna said, because I’ve been writing during my lunch hours at work, so like Monday through Friday I’d have like an hour and I usually go and I hide somewhere at the building and I’ll, like, be able to focus and write. And it was really fun to go through Google Docs and be able to accept all those changes because we always do the suggestions, right, so like the track changes so we can see what each other has done. And it’s always so much fun to see. It looks like, you know, like Deanna said, it’s like, “Oh,” it’s like a little present. You know, like, “There’s something new.” And I go through. But then seeing how she did the layering, I was talking to my husband, Fred, and I was like, you know, it’s like I’m picking up such good ideas about how to layer emotion in. Deanna is awesome at doing that and like pulling out the emotions in a scene and like digging in deeper where it needs to be. You know, that’s something that I’ve always kind of like, you know, I’m always like, “Write the action. Write the action. Write the action.” Deanna: But that’s what I love about his writing because he will write action that conveys emotion, whereas I would have written a long, drawn-out emotional monologue. And somehow the two just worked so great. I think. Hank: We are a good blend together like that. So, yeah, it’s really funny and she’s funny and really darkly funny. So it’s been a lot of fun because there’s some stuff where I like write something dark and funny and then, you know, you get the comment. It’s always fun to get that comment like, “LOL. Oh, my God.” And so then like all of a sudden like further down the page, she’s added somebody I’m like, “Oh, my God, you did not just write that.” So it’s really funny. Deanna: We’re so wrong. We’re so wrong, we’re so right, Hank. Hank: Yes. Jeff: Well, I really like the organic method it sounds like you guys had. Because like my brain can’t even begin to process trying to co-write without a plan. But I’ve heard other people do that and it works out great. What, as you got the draft done, what was the revision and also, I guess, making the book seem like it had one voice? What was that like? So was it like two different people at work? Deanna: Can I respond to this? Hank: Of course. Deanna: Okay, so, Hank would send me…well, it was in Google Docs. So we would get scenes together. So I feel like the way it went before anyone else read anything or we got any feedback from editors, from beta readers, or whatever, it was like we had our strong characters decided who they were and what they were and what the mystery was. And he would write a scene and then I would get it and I’m like, “Oh, it’s a good scene. I love where it’s going. Maybe…” Okay, so like I’m not going to give a spoiler, but there’s a scene at the end of Book 1 where the murderer is caught and our two heroes are like in this epic battle fighting them, like the murderer, right? Okay. So Hank writes that scene and I’m like, “Ah,” and then I go in and I add some fighting, some struggling, and maybe a little dialogue. Hank comes back in, he adds a little more dialogue. He remembers that the gun is on the other side of the room. Whatever the detail is, we both keep adding layers. And I think it comes back to the point that we’re both so invested in our characters and we weren’t, like, competing to try to be the better person. And I think that’s a lot of it. I mean, I think you can’t co-write a book together if you’re competitive or need center of attention. Hank and I just had so much fun. It would be like, “Oh, yeah. Add that, add that.” And he’s just like “Oh, my God. We’re great. That’s great. You shot him. Oh, I didn’t expect to shoot him. Let’s do that.” Whatever it was and we kept adding these layers and it became so much fun. But in the end, when we would get a scene and it was completed, we would…each of us would go back and read through the whole manuscript and be like, “Oh, we missed that detail.” And Hank would send that to me. And I’d be like, “Oh, yeah, that’s right. I forgot about that.” And he would add it. Or I would like, even today, we’re actually like one day off submitting Book 2. We were going to submit it today but I am like typo crazy. So I sent the manuscript to my Kindle so I could find any misspellings and typos. And I was like, “Oh, my God. We have a scene where Michael and Jazz are sitting in Michael’s living room with the TV. And in Book 1, he only has a TV in his bedroom. What are we going to do?” And Hank is like, “That’s cool. Good for catching that.” And I feel like that’s kind of how we’ve been like we’ll catch something and go. “Oh, I’m glad you caught that.” Hank: Yeah. But to your point, Jeff, you said like about planning and writing off the cuff, so the first book, I think, Deanna, you can tell me if I’m wrong. But the first book was really, I mean, it wasn’t easy because writing is hard but it was easier. Book 2, it was more of a struggle I think with writing it. Deanna: Book 2 was more of a struggle. Hank: And we had a lot going on. So we have like an overarching mystery, we have another, like, contained mystery. Deanna: Yes. Hank: So we’ve talked about it and we’re like Book 3, we really need to plan it out more. We’re gonna… Like once we let this book to get out a little bit, we’re going to like start planning Book 3 and then really like… Deanna: We need a serious luncheon with some planning. Hank: Yeah, so, absolutely. Deanna: Book 1 was very organic and natural. And Book 2, I mean, you’ll probably agree, Hank, I think we fell in love with our side characters so much we got distracted with all these sides stories. Even our editor was like, “Why are you talking about that and that?” We’re like… Hank: “Because we like them.” Deanna: So we had to cut a lot of scenes and really focus back on the romance, on book 2. Jeff: DVD extras, deleted scenes. Hank: DVD extras, exactly. Jeff: But let’s talk about those side characters a little bit because there’s a whole paragraph of the blurb for Book 1 that details the side characters. Michael’s sassy assistant, Kitty, the grumpy Sheriff Musgrave, Russell’s creepy PR rep, Norbert, Michael’s grandfather who likes his Manhattans strong and his women saucy. And of course, who we’ve already met, Mr. Pickles Furryton the Third. Hank: Yes. Mm-hmm. Jeff: So did you guys split those up in the same way that you took Jazz, Hank, and Deanna took Michael? Or did these get created on the fly as you needed them? Deanna: They were on the fly. Hank: Yeah. Deanna: We just like… Hank: We just do, kind of. Yeah. Deanna: I think I came up with Mr. Pickles Furryton the Third and Hank created Sheriff Musgrave. Because I think when we were talking, Sheriff Musgrave was actually like an old man and Hank made him this whole, like, Ron Perlman kind of character. Hank: Yes. Very Ron Perlman. Deanna: He has a lot of attitude. And Kitty, I don’t know where she came from. Hank: You created Kitty. Deanna: Did I? Okay, because I imagine her. Do you watch “Blue Blood” with Tom Selleck? Jeff: I have not. Deanna: Oh, anyways. His secretary is this voluptuous like blonde chick and I pictured her. And I don’t know who created Grandpa. Hank: I think we both did. Deanna: You had Steve. Hank: Oh, yeah, the handyman. Deanna: We both made Ezra. Hank: The apprentice. Deanna: I don’t know anything about them. That’s not a spoiler at all. Jeff: That’s very impressive to just kind of create on the fly like that. Two people pantsing would make my head explode, but. Hank: It was insane. I don’t know how we managed to do it but… Jeff: I think you had fun with it all the more. Hank: …we had really good feedback from the editor. Deanna: We did have so much fun, Jeff. Hank: Yeah. Deanna: I don’t know how lucky I am. Like a year ago, I sent him a drunk text message that we should write a book together. And we have had the best year. Jeff: Had it even crossed your minds before the drunk text to do this in some, like, other random moment? Deanna: No. Hank: Never ever really even talked about it? I mean, we see each other GRL. She comes up for Ferndale Pride because she lives about an hour and a half away from me. Deanna: I’m northwest Ohio, he’s southwest Michigan, so we’ve done some pride festivals together. But in all freaking honesty, the whiskey made me do it, Jeff. I literally texted him, “Hey, full disclosure, I’ve been drinking. We should write a book together.” I do believe, Hank, that was the quote. Hank: Pretty much. Yeah. Deanna: And he was like, “We would write the fuck out of a rom-com.” And I was like, “We would.” And then we ran with it. And then that’s that. It was just, like, all fun. Jeff: And it’s interesting that you’re evolving in Book 2 and probably in Book 3 too. You had the fun moment. Now you kind of have to make everything keep tying together in the next two books. Hank: Yes. It’s all got to come together now for the third book. Yeah. Jeff: Because that’s like, yeah, when you have all that tied together stuff, because I’ve been reading a lot of romantic suspense lately where it’s like something that arcs across a trilogy or whatever, and it’s like…it’s exciting. Hank: Right. Deanna: Yeah. Book 2 is tentatively called “Murder Most Deserving,” and it was a lot harder to write than the first book. Hank: Yeah. Jeff: As fun though, I hope? Hank: Oh, yeah. Deanna: Oh yeah, just as fun, but there were moments I feel like we both checked out. And we’ve had this conversation. We know that we checked out because we had decided on a storyline for Michael and Jazz. And then we were like, “This doesn’t feel right.” Because it’s not your book, it also belongs to someone else, you don’t just say, “Oh, that storyline can’t happen,” because two of you decided together so you keep going with it. And then there’s moments where we had to talk and we’re like…where I was like, “I don’t like this.” And he’s like, “Yeah, I don’t like it either.” And I thought I said I didn’t like it. I’m like, “Maybe you said you didn’t like it. But I didn’t really expect you didn’t like it and I don’t know why we didn’t like it. And I don’t even know why we’re doing it.” And it was like we had…I mean, there was like, there was a couple of moments like that on the story. And there was also like we said in the beginning, we love our side characters too much. And we gave them a lot of screen time they did not deserve, even though we love them. So we had to distract and take a lot of stuff out. Not that we wanted to take it out but it was like why is this thing here? No one cares… Hank: Right. Deanna: …except us. So it was a little different. Like we created this wonderful world and in Book 2 we kind of just went crazy. We, like, went crazy with the Cheez Whiz. It’s like, “I love Sheriff Musgrave. I love Missy.” And we just wrote all these scenes and we’re like… And part of that I will say is my fault because I sent a lot of scenes to Hank before we even plotted the book. I was like, “I wrote this funny scene I’m going to send you.” And he’s like, “I love it.” And we wrote it. Hank: And I was like opening emails from Oprah. “And you get a storyline, and you get a storyline.” Deanna: Totally. Jeff: Maybe these could become short stories for these characters if you can’t get them into the book. Hank: That’s great. Jeff: So take a moment to brag on each other. And outside of working on this book, what do you like about each other’s work? Hank: I’ll go. Jeff: Hank first. Hank: All right. I love Deanna’s depth of characters. So her books, I think the first one I read of yours was “The Legend of Sleepy Hollow.” And I was like, “Oh, Ichabod. Oh, you naughty boy.” But then I can’t remember in what order then I read them but like “Easy Ryder,” I love that book. That is an awesome book. And I love the time period and I love the characters and I just love all of it and the discovery. That’s a road trip, another…you love the road trip books. Deanna: Apparently. Hank: Apparently. And then “Wrecked” is awesome. It’s really good. But she has a way of just like, you know, pulling up those emotions and really getting into the romance of it and doing an awesome job with it and having the characters. And then the conflict is organic, it’s not, like, fabricated. And it all blends together. She’s got a really good sense of story. Jeff: Nice. Deanna: That’s so sweet. I feel like, Hank, your dialogue sells your story. You could write a whole book on just dialogue with nothing else and people would buy it and laugh. You’re hilarious and your dialogue is great. And I feel like our styles mesh well because I do write more… I like to write a lot of the internal monologue and the emotion. But I’ll tell you an example, and this is a semi-spoiler in Book 2. But this is what I love about Hank’s writing. Okay. I’m not gonna tell too much of the story but there is a scene where something really shocking happens for our character, Jazz, the hairdresser. And the scene is in Jazz’s point of view. You’ll know what I’m talking about in a second. So the scene is in Jazz’s point of view and then Michael, our mortician, bursts through the door. And everyone is like, “How did you get here?” And he’s like, “I ran here.” And that sounds like simplistic but the emotional intensity of why Michael would run five blocks to the salon where Jazz works on a mere phone call just conveys so much intensity with three words, “I ran here.” And that’s what I love about Hank’s writing. I mean, I write the long emotional, internal monologue. And Hank writes that same intense emotional monologue in three words, “I ran here.” And I think, I mean, I’ve always…that’s what I love about his books. But I feel like those two things complement each other in our writing. Like I like to write the long drawn out emotional and he writes that same scene in three words, “I ran here.” And that’s why I love writing with him. Jeff: Cool. They’re hearting each other for those people not watching the video right now. Jeff: So you mentioned three towns…three towns, no, three books in the “Lacetown” series are planned. Do you foresee life in the universe beyond those three since you’re having such a good time? Deanna: Yeah. Hank: We talked about it. We’ve discussed it, yeah. We’ve got the trilogy planned and then we’ll see what happens with it. Deanna: We have at least two in our head. Jeff: That’s cool. Deanna: Beyond the three. Jeff: Now what about separately? What’s coming up next outside of the “Lacetown” series for you both? Hank: You have something coming up soon, Deanna. Deanna: Well, I have one thing coming up for sure and hopefully two. I also write young adult fiction just like Hank does under his…is it RG or RD? Hank: R.G. Deanna: R.G. Thomas. Hank has a young adult series under RG Thomas. And I have a young adult series, K.D. Worth, which is very different from my Deanna Wadsworth writing. It’s young adults/new adults because my characters are 19 and there are some, I don’t know, level-three sexy moments. So you can’t really…like you know people get funny about young adult that has sexy stuff in it. There’s a strong spiritual element with the main character who was trying to kill himself because of his family sending him to like one of those creepy pray-the-gay away camps. And the moment he kills himself he’s saved by a young teenage Grim Reaper, who decides that he wants to give him a second chance in life. And there’s a sassy foul-mouthed, because no one understands why Deanna would write a character like that, a sassy foul-mouthed angel who helps these boys on their journey. And that story is called “The Grim Life.” And Book 3, the final series, the final saga in that trilogy “The Lost Souls” is coming out this fall. And I’m really, really excited about that. I mean, a lot of M/M or gay romance, whatever you want to call it, authors know that young adult isn’t where the sales and money are at, sadly, but this is like a really intense…I don’t want to say pet project because that trivializes it, but it’s really a series that means more to me than almost anything I’ve ever written. Hank: Yeah. You’ve been working on these for what? Like two years now? Deanna: Yeah, four. It took me two years to write Book 3 because I just emotionally invested in it. There’s a lot of death and questioning of what goes on on the other side and where God sees your soul and all these like intensely hard questions. And to make things harder on myself, I put a school shooting in Book 3 because why not? Hank: No, why? Deanna: It’s so emotionally intense that you can’t write it. So that comes out this fall. But I’m hoping my second book in my Pride of the Caribbean Cruise series comes out which is a merman. Hank: Nice. Deanna: A merman… Hank: On a cruise. Deanna: …on a Caribbean cruise. It’s like I like to be intense or I like to be funny. I can’t be… Hank: There’s no in between, right. Jeff: Either end of the spectrum. Hank: That’s right. Deanna: That’s what I do. So that’s what’s coming out for me. Jeff: Cool. Hank: I will be working on the final book of the “Critter Catcher” series, final book for now. It’s tentatively titled “Dread of Night.” So and I’ve got about six chapters written. I’m working on a big pivotal scene also, so I need to just like…now that Book 2 has been sent off for consideration I can like, you know, kind of focus on that because I’m really bad at like jumping between projects too. Like my mind gets stuck in the other characters because while I’m working on this other I’m like, “But wait, what about…?” So, yeah. Jeff: Cool. All right. What is the… Hank: There’s other stuff to work on too but that’s the big thing coming up. Deanna: I love the “Critter Catcher” books. They’re so good. I manipulated Hank into giving me the last book when I was sick last summer. I was like, “Shouldn’t you send it to me? I know that you’re going to submit it for publishing in a month, but I’m really sick.” Hank: “I need to beta it. I’m sick.” Yeah. Deanna: Yes. I did do that. Jeff: And it worked too, right? Deanna: It worked. Hank: I did. I sent it. I was good. Deanna: And it was worth it. Jeff: So what’s the best way for readers to keep up with you guys online? Let’s start with Hank. Hank: I have a website. It’s hankedwardsbooks.com. You can also find my young adult fiction at townofsuperstition.com. And I do have those books listed on my Hank Edwards’ website just to make it easier. And then I’m on Facebook. I have a Facebook page. It’s facebook.com/hankedwardsbooks. And I really don’t use…Twitter confuses me. I get really…it’s just this noise. It’s like people yelling at each other. And so I have a Twitter account but I’m not out there much. But I am on Instagram. I usually post pictures of my cats. You know, and that’s @hankedwardsbooks as well. Jeff: Cool. And Deanna? Deanna: I’m on Facebook, deannawadsworthauthor. And Instagram, I go by @deannawads. I don’t know why I didn’t finish my last name but I don’t know. Everybody called my grandpa Wadsy. So I should have done Deanna Wadsy but I screwed that up. But I’m on those two. A little on Twitter and a little on Pinterest, all under Deanna Wadsworth. Mostly my most activity is on Instagram or my website, deannawadsworth.com. And that’s it. And you should totally read Hank’s R.G. Thomas books. It’s like Harry Potter but gay with, like, dragons. And little garden gnomes. I fricking love those books. You better write another one after we write our book. After we write our book. You’ve got to. Hank: Got it. Jeff: You’ve got your marching orders now, Hank. Hank: I do. I get them a lot. Deanna: He doesn’t have a wife, but… Hank: It’s all right. Deanna: …I’ll jump in that role. Hank: She’s my work wife. Jeff: All right. Well, this has been a blast. We will definitely link up to everything in the show notes that we’ve talked about here. And we wish you the best of success on the “Lacetown Murder Mysteries.” Hank: Thanks very much, Jeff. It’s been fun. Deanna: Thank you, Jeff.

The video game website Giant Bomb recently celebrated its tenth birthday so what better time to talk to its creator about the early days of the online games media, the future of games coverage, and getting fired in front of the entire world. iTunes Page: https://itunes.apple.com/us/podcast/noclip/id1385062988 RSS Feed: http://noclippodcast.libsyn.com/rssGoogle Play: https://play.google.com/music/listen?u=0#/ps/If7gz7uvqebg2qqlicxhay22qny Spotify: https://open.spotify.com/show/5XYk92ubrXpvPVk1lin4VB?si=JRAcPnlvQ0-YJWU9XiW9pg Soundcloud: https://soundcloud.com/noclippodcast Watch our docs: https://youtube.com/noclippodcast Sub our new podcast channel: https://www.youtube.com/channel/UCSHBlPhuCd1sDOdNANCwjrA Learn About Noclip: https://www.noclip.videoBecome a Patron and get early access to new episodes: https://www.patreon.com/noclip Follow @noclipvideo on Twitter Hosted by @dannyodwyerFunded by 4,638 Patrons. --------------------------------------------------------------   - [Danny] Hello and welcome to Noclip, the podcast about video games, the people who make them, and the people who play them. On today's episode we talk to a guy who grew up a short drive from the epicenter of the online media revolution. As video game website Giant Bomb recently celebrated its 10th year of operation, we decided to talk to its founder about skipping school, hosting podcasts, and getting fired in front of the entire world. Jeff Gerstmann is a name you either know or don't, depending on whether or not you care about the world of games coverage. Outside of the world of games, Jeff is a husband, son, and a grown-up local kid in Petaluma, a city in Northern California that sits on the outskirts of what many would consider a reasonable commute to San Francisco. There he grew up with his mum and dad who operated a tire shop. A small town kid, with a small town life who loved rap, skateboards, and video games. But inside the world of games Jeff is larger than life. He's part of a dwindling older generation of journalists who were there when the magazines died, and the world of internet reporting exploded. He's lead the charge on finding new ways to talk about games, be it on video, podcast or late light E3 live shows. And crucially, his surname became a rallying cry for media ethics when he fell victim to one of the most lamentable acts of brand self-destruction of the digital age. Much of Jeff's story lives in the gaming zeitgeist. Before I met him, I thought I knew most of it. You see, to me Jeff was a hero. He had figured it all out. Growing up in Ireland, years before Twitch or even YouTube had started, I'd watch him host shows broadcast live from the GameSpot offices in San Francisco. His job was talking about games, and he knew more about games than anyone I'd ever seen trying to do it on television. His job became a north star that I'd spend years following. And when I'd eventually find myself working in the same building those shows were filmed in, sitting at a desk a short walk from his, I slowly began to get a deeper understanding of Jeffrey Michael Gerstmann. Equal parts a quiet, contemplative person and a troublemaker, now responsible for keeping order. I recently sat down with Jeff to talk about the 10 Year Anniversary of his career's second act, the video game website GiantBomb.com. But the story of Giant Bomb and the story of Jeff Gerstmann are intertwined. So to tell you how Giant Bomb was founded we have to go back to a small town in Northern California, to the kid of the folks who ran the tire shop in sunny, quiet, suburban, Petaluma. - [Jeff] The first video game console I owned, it was the Fairchild Channel F, which was, it kinda came out around the same time, same window as the Atari 2600 but it had a few more educational games so I think that tipped my parents in the favor of getting that thing, it had this terrible plunger controller, there was like a decent bowling game but it just immediately failed. I had relatives who had an Atari 2600 and would kinda covet that thing and eventually they gave it to me when the video game industry kinda crashed. But we got into computers not long after that. I got an Atari 400 and that was really the first proper like hey, this is a somewhat successful platform with stuff coming out that mattered. And so I mostly started on a computer. - [Danny] What was the impetus for your parents getting it? Were they interested in technology at all or were you crying for it or what was the story there? - [Jeff] You know, my dad played some video games certainly over the years but I think that was largely because that's what I was interested in. We were going to arcades a lot and on the weekends we would go out, there was an arcade in town called Dodge City and we would go to Dodge City. You know, my mom went once or twice, this was like the height of Pac-Man fever so like I would be there, my dad would be there, we'd be playing games and there would just be this huge line almost out the door of people waiting to play Pac-Man or Ms. Pac-Man. And it was just weird, you know, because it was just another game, like to me it was just like, all right, well yeah, I don't know, Pac-Man's over there and it is what it is and I'm over here playing Galaxian or Vanguard or you know, whatever the heck else, I don't really remember talking to too many people about video games. This was, you know, this woulda been, god, 82 ish, like early to mid 80s really and I was going to elementary school then and just there were like one or two other kids I knew that had computers but most kids didn't and they weren't really into video games per say or if they were they weren't really letting on. So there was one kid I knew that had a TRS-80 and so I'd go over to his place and play Parsec and some other stuff like that. There was a kid near the tire shop that my parents ran that had a VIC-20 and I could go over there and play like Radar Rat Race and some other stuff too. - [Danny] So, I guess, what did you want to be when you grew up when you were like a middle schooler? Obviously games journalism wasn't a target you could exactly aim for so what were you thinking about your future when you were in like middle school, high school? - [Jeff] When I was in high school we saw a posting, so LucasArts was relatively local, they were in Marin County and, you know, this woulda been like 1990, 1991, somewhere around there, and they were looking for testers. And I remember applying for it but like I was 15. Like it was, logistically it would've been impossible for me to even do that job 'cause I couldn't even drive a car yet. And it was 20ish miles away. But also like I remember writing, like they wanted a resume, I wrote an essay and it was like, you should give me this job. It was real dumb, I mean, whatever, in retrospect it was like, that is not a way to get a job. Also, ridiculous to assume that that would've even been possible at 15. But yeah, that was the first time I ever really thought about working in video games, I woulda been like 14 or 15. - [Danny] So how did it actually come to pass then? What was your first gig in the industry and how did you end up getting it? - [Jeff] So, I started going to trade shows, I met a guy a named Glenn Rubenstein who was a year younger than I was and we went to the same school, we went to the same high school. And Glenn was writing video game reviews for the local Petaluma newspaper and also I think he had a column in the San Francisco Examiner which was a newspaper. And so there would be articles about like, this youthful guy writing game reviews, look at this guy, it was like kind of a story or whatever. So we became friends, then he kinda said like, hey, I'm going to CES, do you wanna come with me? And I was like, yeah, I would love to go see video games. - [Danny] How old are you? - [Jeff] This is, I'm 16 at this point, he's 15. - [Danny] Wow, okay. It's in Vegas, right? - It's in Vegas also, yes. He's like, hey do you wanna come to Las Vegas. So I pitched it to my parents and just said like, hey, this thing's going on, I'd really like to go do it and they said yes, for whatever reason they said yes. And so me and Glenn set out to go, he had been to one before, he had been to CES I think the previous CES in Chicago might've been his first and so I went with him to that and just like I bought myself like a blazer and put it on and went to this trade show and went around and played video games and tried to play blackjack wearing a blazer because I looked like maybe I was of age. And that's where we met Ryan McDonald. We needed, honestly, I think we just needed more people to help pay for the hotel room or something like that and Ryan was doing something similar, he was writing about video games for a Healdsburg newspaper, which is about 40 miles north of Petaluma, where I'm now, which, for people who don't know, Petaluma is about 40 miles north of San Francisco, so, you know, Healdsburg's getting pretty far out there. And we met Ryan at the local mall, he seemed like an okay guy and we're like, yeah, you wanna come, let's go to Las Vegas. And so I kind of started just going to trade shows, we all met the guys from Game Informer pretty early on, Andy McNamara and Paul and some of the early other reviewers that were there at the time, Elizabeth Olsen and people like that, and we knew some people that were doing PR for video games at the time and stuff like that so we just kinda started meeting people and getting around. So that led to, Glenn ended up, so Glenn actually got me my first couple of jobs afterwards. We started going to the trade shows, we were doing a local public access show that was not about video games, it wasn't about much of anything really, and basically like barely getting by in high school 'cause we were just doing all this other stuff and not wanting to go to school very much. And so he ended up getting in at a magazine, they were starting up a magazine, they were originally gonna call it Blast, they were gonna call it Blast and it was gonna be like this lifestyle magazine funded by the, I guess the CEO of Creative Labs, so the Sound Blaster people were starting, basically funding a magazine. And so I spent a year commuting to Berkeley working for this magazine right after I got out of high school, so that woulda been like 1994. I was 19 commuting to Berkeley, working for a magazine, having no idea what I was doing, and we were covering Doom and we were covering, what are some fun things you could do with your Creative Labs branded sound card and stuff like that, that place lasted a little under a year before it folded. We made it about three issues, I think there was fourth that was almost done, and then I was out of there and had no idea what to do next. I was 19 and jaded and like burned by how that job went and angry at everything. - [Danny] Yeah, had you dropped out of high school, had you just sorta finished it and then left off or were you thinking about college or were you thinkin', oh shit, do I jump to another journalism gig, what was your head space then? - [Jeff] I finished high school. Between the public access show we were doing and this video game stuff that was still pretty nascent, you know, it wasn't really a job, it was very easy to look at that stuff and go like, man, I don't wanna go to school, like it's a waste of time. And so there was awhile there that like, I'll get my GED which is like so you can kinda test out of high school. And they tell you that it's equivalent to a high school diploma but then in some ways it's kind of not, I don't know, there was a weird. I had missed so much school and also we, so we were doing the public access show and I filmed a teacher, so a teacher at the high school I was going to, our chemistry teacher got fired and I believe the talk was, and I'm not sure, it was sexual harassment from the sounds of things, like to students. And so the first day that they introduced here's your new chemistry teacher I had the video camera that we used to tape the show so I filmed them introducing this new teacher and all this other stuff and like asked them questions like it was a press conference. And they answered, no one said, hey put that thing down. Like I was very clearly pointing a video camera at them. And then like the next day, that day, the day after, something like that, like the principal called me and said, hey, what are you gonna do with that video tape? And I said, well we're gonna put it on television. - [Danny] Oh my gosh. - [Jeff] And he was super not happy about that. - [Danny] I wonder why. - [Jeff] Yeah, and so at that point we realized we had something so we called the papers and said, hey we got this tape and they started investigating it and it became a story, it was something that they, I think they were trying to keep very quiet. Later on that teacher would show up at my doorstep looking for a copy of the tape because he was trying to sue the, I don't know, he was trying to get something out of the school district or something over what happened, this was years later after I was out of high school. So that was very strange. So after that between the amount of school we were missing, I had like a guidance counselor basically recommend that I should go on independent study. Which was basically, at the time it was primarily, it woulda been like pregnant teens and people that like were having trouble in school and that sorta stuff and they were like, oh, we're piloting a new program for kids who don't necessarily fit into the standard curriculum and they pitched it like that but basically it felt like they were just trying to get me and Glenn out of there. - [Danny] Right, journalist at heart it turns out. - [Jeff] I guess, I don't know. And so that led to me getting much higher grades and stuff because I was able to just kinda like crank through stuff really quickly. I graduated early because I just finished the work. I mean, I graduated like two weeks early, not hugely early. But it was great, it felt like I was getting one over on the school district because I was doing a full semester of science while like reading a book in my patents hot tub or, you know, just like stupid crap like that. I was getting like journalism credit for the stuff we were doing going to trade shows and like video production, they were just throwin' credits at me left and right and so yeah, I graduated early, it was great, I was able to take that and go back to the high school that I had stopped going to and go talk to like the one teacher that I liked, Mr. Moore, he was a math teacher, great guy, I think he taught some of the computer stuff also. And I remember telling him like, hey, I just graduated. And he just looked at me and said, god dammit, Gerstmann, you got 'em. He seemed like dismayed that I had managed to get one over on the system somehow but he couldn't help, but yeah, it was a, that felt pretty good. - [Danny] Through his life, Jeff's do-it-his-own way attitude has been both a source of great strength and the catalyst for much drama. He attended a local junior college for a semester, but it didn't stick, preferring to do extra-curricular work like attending trade-shows with his friend Ryan McDonald, hanging out with local bands, and as he put it, learning how to drink. Around this time Glenn, who had gotta him the job at the magazine years earlier, started working for a new website in San Francisco's Richmond district. Just a few blocks from the servers of archive.org on the cloudy avenues of Clement Street, lied an office where a staff of 20 was running the website GameSpot. They had hired Glenn to lead the charge on a new console-focused spin-off of the site that they were going to call VideoGameSpot. - [Jeff] Glenn hired Ryan McDonald not long after that to be like the strategy slash codes editor and then I started freelancing for him because they wanted 100 reviews by launch and they were lookin' to launch like three months, four months from that time. And so I started crankin' out reviews and the way I always heard it was that I was turning reviews around really quickly, really clean copy, and so Vince Broady kinda said like, hey, bring this guy and let's see. And they brought me in as like an editorial assistant which was more or less an intern type role and within two or three months, not even two or three months, within like a month, the launch editor, there was a guy, Joe Hutsko, who would come on, it was one of Vince's friends who had just come on I think to kinda see this console site through to launch and then I think he was gonna go on to do something else somewhere else and I was working late one night and Joe Hutsko walked by and saw me there and he was like, you're still here, what are you doin'? I was like, this work has to get done. And then like the next day I had an offer letter for a full time job at that point. - [Danny] GameSpot would go through several transformations and acquisitions over the coming years. But as the business side of online media was learning how to walk, emerging technologies were creating exciting new ways for people to talk about games. GameSpot led this charge with one of the first video game podcasts, The Hotspot, and a weekly live show, On The Spot. Suddenly these young game reporters were starting to become more than just bylines. For years readers, the folks writing reviews and new articles, were just names at the bottom of a page. But now, for the first time, they were people with voices and faces. People with unique perspectives, opinions and personalities. And Jeff, with his experience doing public access shows in Petaluma, was at the forefront of this new form of media. The idea of streaming video games on the internet now is so blase and normal but back then I think to a lot of people it felt like magical, like a television channel that's broadcasting about games. From your perspective on your guys's end, did it feel weird to be like doing a live show that people were watching while you were just talking about this relatively niche hobby? - [Jeff] It felt like a natural extension of the stuff we had been doing. And it felt like, I don't know, it felt fresh and cool and like the tech was weird and sometimes it didn't work the way you wanted it to but at the same time we were wearing makeup, we had built a studio, we had lights, we had a jib, it was Frank Adams lowering a camera into the shot and all this other stuff and so coming from like these lame public access shows I was doing when I was 16 and stuff, like I had a weird leg up on a lot of other people because I was already relatively comfortable being in front of a camera. - [Danny] GameSpot continued to evolve. It went from indie to being purchased by media house Ziff Davis who then eventually sold it to CNET. By this stage the editor in chief was Greg Kasavin, who you may now recognize as the creative director of Supergiant Games, a studio we're currently running an embedded series on. His two right hand men at the time were Ricardo Torres on previews and Jeff on reviews. But when Greg left to start his career in games production, the role was never properly filled. Instead Ricardo and Jeff sort of ran it together, with increased influence being exerted on them from the powers above. The original founders of GameSpot had come from a editorial background but they were gone and the site was now being managed by people were less seasoned, more traffic orientated, and didn't value the power of editorial independence as much as they should have. - [Jeff] You know, there was an understanding about like this is kinda how this stuff is supposed to work, it's not always supposed to be an easy relationship if everyone's kind of sticking to their guns and doing their jobs and stuff. I don't know that they always saw the value of that, I think that's something that they corrected quickly, it was just kind of, it was a blip, if you look at GameSpot as a 20 plus year institution there was that brief period of time there where it was like, man, this went a little sideways for a bit and I was just in the right place at the right time, wrong place wrong time, whatever it was. - [Danny] What happened to Jeff next has been told a thousand times with new pieces added as time has provided new context. I myself spent years trying to fill in the blanks on how it all went down. Talking to friends and colleagues of Jeff who were there that day. It was a Wednesday in November, 2007 and the office was busily preparing for the weekly live-show which aired on Thursday afternoon. Jeff had just another another brush-up with management, this time over a review of Kane and Lynch which had made the sales department uncomfortable as they had sold a large advertising campaign to the game's publisher Eidos. If you visited GameSpot that week, the entire homepage was taken over by messaging about the game alongside a six out of ten review from Jeff. Jeff had had some run ins with top brass before and felt like he'd come close to losing his job a few times but this wasn't one of those times. It seemed like it had been dealt with, and he was already working on his next review. Later that morning his supervisor called him into a meeting and then called HR. He was told he was being terminated immediately, and as California is an at-will employment state, Jeff had no recourse. He was told to clean out his desk and bizarrely he was allowed to walk the halls for the rest of the day. Saying goodbye to his friends and colleagues, who were cursing the names of those in charge. Jeff drove home that day, the same 40 mile commute between San Francisco and Petaluma he had done thousands of times before. But this time it would be different, it would be a number of years before he stepped foot in the building again. There was no live show that week, the Kane and Lynch review had been taken down and then reposted and slowly over the coming days rumors began to circulate about Jeff's termination. Popular webcomic Penny Arcade ran a strip outlining the pressure from Eidos. Staff from the website 1UP, who were located just a block north of GameSpot on San Francisco's 2nd Street, held a protest outside the lobby of the building in support of the remaining staff. In an age before social media it would be a full eight days before the staff would actually speak up. And it happened on the next episode of On The Spot. The show ran with a somber opening. Ryan McDonald flanked by Ricardo Torres and a wincing Alex Navarro explained the situation. The camera pans out to reveal a full set with previewer Brad shoemaker, new hire Kevin VanOrd, community manager Jody Robinson and reporter Brendan Sinclar among a dozen of other staff. - [Ryan] Obviously we wanted to start today's On the Spot off a little different than we had in the past. The recent events and what happened last week in regards to our longtime friend and colleague, Jeff Gerstmann, being dismissed. It's been really hard on us and the response obviously's been tremendously immense and it's been on both sides. It's nice to see that everybody speaks up and has been kinda pullin' for us. On the other hand it's been hard obviously seein' GameSpot sucks written 100,000 times on forums and stuff so obviously we wanted to address this and talk to you guys today. Jeff was a personal friend to pretty much everybody so it was really, really hard that it happened the way it did. But yeah, we really wanted to say that we love and miss Jeff and give him, honestly, the proper send off that he deserves so that's what today's show's all about. And obviously you can see this is hard for me personally. - [Danny] For Jeff things were equally as bizarre. Tech Blogs like ValleyWag were running stories about the state of the site which were clearly sourced from somebody inside of GameSpot. The LA Times ran a story about the firing. And Jeff's mother received a phone call from a newspaper in Norway looking for a quote. It was three a.m. when the phone rang. - [Jeff] You know, some of it was just like, some of the people I talked to were very like looking for more dirt, they were expecting me to get on the phone and be like, oh, well here's where the rest of the bodies are buried. But like, you know, I was shocked. I was not happy about the whole thing but at the same time I feel good about the work I did while I was there and there were so many great people there that kinda got caught in some of this crossfire a little bit. I wasn't like, oh well here's the other nasty things that happened, there wasn't any. There wasn't anything else. So some people were coming to me looking for like some bigger story that I just didn't have to give. And that was strange, it seemed like everyone wanted something from me for a little while and it was a very weird time. And so at that point it was like, 'cause you know, like I was not an editor in chief in title but you know, we were running an editorial team. And so there aren't a lot of jobs out there at that level. It wasn't like I could walk into IGN or 1UP or, you know, I don't even know who else was even out there at that point, it wasn't like I could walk into those places and say, yes, make me your editor in chief. Like, they already have people in those roles, it wasn't really a viable thing. So at that point I was like, well I kinda need to maybe start something new. The weekend after everything went down or it might've been, it was like the Friday after or maybe it was like a full week afterwards, a bunch of people that I used to work with came up here to my place and we just hung out, like kinda impromptu, just have a bunch of drinks, play some Rock Band, and that sorta thing, and Dave Snider came by, Ryan Davis invited Dave over. And Dave was working on his stuff, I think Boompa was still up, they had a car website, you know, they were running Comic Vine, they were building Political Base which was another kind of wiki focused site for political donations in the run up to that election there, this was November, 2007. And so they were starting a new company and looking to build, they were building websites. And I was like, oh, that's cool, awesome, and nothing really came of it for a little bit. So I went and did a show on Revision3, so I drove into San Francisco, did that show, and then on the way back from or as I was finishing up that show I got a call from Dave and he said, hey, you should come by the office in Sausalito and just come by. I was like, all right, cool. And so on my way back from there I stopped at the office in Sausalito and looked at Comic Vine, the other stuff they were doing, and we sat in a room and ate sandwiches and I more or less committed to them right there. It was kind of like an, oh, we'll think about it and they were very much like, hey, why don't you just take a month and get your head together, like take an actual break 'cause this is so crazy and then let us know what you wanna do. And so we kinda started building a website not too long after that. - [Danny] Over the coming weeks several of Jeff's friends would leave GameSpot. Some were burned out from games coverage, this latest spell just being the straw that broke the camel's back. But others were leaving to work with Jeff. Fellow Sonoma County local Ryan Davis was the first. The two of them set up a blog, and started to a run a podcast which they hurriedly titled, Arrow Pointing Down. - [Jeff] So, every single person at the company that we were, that I was now a part of were people that had worked at that old company. And so we did not wanna give the appearance of people getting poached out of there and like I don't know if there was an actual non compete with some of the people in the building or anything that would've prevented them from doing this stuff but all of it had to be kind of like quiet and so it couldn't be something as simple as like, hey we want to hire you over here. It had to be like, well, if you were, if you were no longer working and you needed a place to work we do have some opening. You know, it was very much that sort of thing. But I knew pretty immediately looking at it and going, okay, we wanna team of about this size and I knew that Alex would not be available, Alex Navarro, I knew that he was not looking to do this sort of work at that time. He was, you know, I think already thinking about Harmonix, he ended up doing public relations for Harmonix for a brief period of time. Like I pretty much had a whiteboard, I knew in my head that I, at that point it was like okay, this is me, it's Ryan, it's Brad, it's Vinny. Which is not how you're supposed to hire people. You know, some people are like, well what are the positions that we're looking to fill and all this other stuff and, but like knowing like what we looking to build and we needed to be a tight team, who were the people that are gonna be impactful in those roles, like okay, Brad has a lot of experience in previews, he is a person that I know, like he knows a ton of people around the game industry. Like, I've worked reviews and so on the review side of things we didn't talk to companies all that often. Brad had that in his role so he left, he left and he had other things that he was maybe thinking about doing, it wasn't like a, it was not a clandestine like, he left specifically to, it was like, okay, he's out and we're gonna figure this out. And then we needed someone to do do video and we had been working with Vinny for awhile and Vinny was fantastic and it was like, okay, Vinny's really funny, this seems like a good fit for him and so we kinda went about it that way. It felt like night and day a lot of ways, but very similar in others. We were able to sit down for the first time, for me the first time ever, like I never thought I would have the opportunity to build something like this, you know. I was always like very respectful or very envious of like Vince Broady as like the editorial lead of the founder of GameSpot and so I was like, man, he took a chance and built this thing and built it from the ground up and look at it, it's this huge, this monument, it's lasted so long. And I never thought I would have an opportunity like that in my career, it just never seemed like it was in the cards. And so being forced into it was exciting. Because it let me sit down and be like, okay, what do we actually want to do? What do we think is actually the best way to cover games with a small team in this day and age? And when we started in 96 on VideoGameSpot, like the videos had to be very low frame rate and very short because no one could download 'em and, you know, it was like we were doing minute long video clips of gameplay and that was revolutionary at the time. You know, you had to install the Real Video Player and all this, you know, all this other stuff. And here we were on the cusp of like, actually we can kind of, we can kinda livestream, you know, the services to do it easily weren't in place, you still had to host it yourself and that got very expensive and all that and YouTube wasn't really there in the way that they are now, YouTube existed but it was, I don't think you could put up videos that were longer than five or 10 minutes at the time and it just was not a viable place for that at the time. And so we had to kinda sit down and say, well with the technology we have available what can we do? And we wanted to be a podcast, the Hotspot was one of the most fun things I had doing in my entire time at GameSpot and we knew right out of the gate that we wanted to have a podcast be kind of one of the main things. And then from there it was like, okay, well, do we wanna write news? Not really, none of us are really news writers per say. And it was like, well, we need to able to capture video of games and put it on the internet. And we need to be able to talk alongside it or something like that, whether we're cutting it together or doing it on the fly. And so Mike Tatum, who was the head of biz dev for the company just went out to the Apple Store and came back with the biggest ass Mac Pro he could've gotten at the time and set it the room with me and Ryan and we looked at it and we were like, neither of us know how to use any of this shit. And we messed around with it long enough to figure out eventually we could capture some footage. We were like, okay, we figured out, first the game we captured footage of was Hot Shots Golf for the Playstation 3. And we were like, okay, we captured the footage, now what do we with it? And we hadn't answered that question yet 'cause there was no website to put it on or anything like that. So those early silly days of just like putting that stuff together. We didn't really know exactly what we wanted to do, it was just a matter, it was very freeing in way to be able to sit down and be like, okay, here are the things that we liked doing before, let's try to keep doing that. And then the rest is up in the air. For a long time there we weren't even necessarily sold on the idea of just covering video games. It was always meant to be bigger than that. We were gonna cover music, we were gonna cover movies, you know, all this other stuff. But at the end of the day old habits die hard, it was very easy for us to cover video games compared to like, calling music PR people out of the blue and being like, hey, we wanna interview this artist that's coming to town, can you set, you know, it was just, we stuck with what we knew and kinda just mainly covered video games and flavors of Gatorade. Really it was the original mandate for GameSpot was we wanna create a site that we ourselves would use. And I approached it that way and said like, well, what kind of game coverage do I actually care about? And a lot of the preview related stuff at the time was just not, it was a lot of like carved up little parts of a game. Like, we're gonna give you assets on these three new guns and this two new trees and it was like, here's the rims and tires of Grand Theft Auto: San Andreas. Outlets used to compete for the exclusive rights to run stuff like that. It was a very different time so we knew we were never gonna matter to publishers the same way the big sites did and that was fine, we wanted to kinda do our own thing and so that led to it being a little more guerrilla. You talked earlier about long footage of games being something of a novelty or a weird impossibility back then but for us it kinda just became a necessity because of the number of people we had and the lack of time we could devote to actual editing. It was like, just stuff kinda came in long out of the gate. And so we first launched as just a WordPress blog and we went to our first E3 in 08 with just a WordPress blog. We could run videos on it but it was pretty bare bones. It was mostly a placeholder, it was like, here's the name of the site, you can comment on these stories, and we were just kind of writing news and reviews and putting up videos here and there. And it was all pretty straightforward stuff, it was like that and the podcast. And then we rolled out the full site not long after that E3, it was like July of that year I think and then that was like, okay, now here's this full wiki, here's all this other stuff. Better user features, full message boards, all this other stuff. And so we went at it that way for awhile and then the premium membership stuff came later. - [Danny] It wasn't just old staff who were leaving GameSpot for Jeff's new project, users were flocking too. Once the full site was launched tens of thousands of profiles were created, a large portion of which were disenfranchised GameSpot fans who wanted to support Jeff and the staff who had left. I was one of them and I remember that time well. The passion and excitement of those days was one of the most powerful moments I've had as part of an online community. And the folks at Whiskey Media used this passion to help fund the site. Giant Bomb had taken the ad-free subscription model that GameSpot had pioneered, and added much more. For $5 a month you not only supported some of your favorite creators, but got access to bonus videos and features. New users signed up in their droves. - [Jeff] The launch of the site proper exceeded our expectations in a way that like wiki submissions were taking a week or more to approve because so many people were signing up and contributing and all this other stuff, it was just, we were staying up all night working on just the community stuff, moderation stuff. And then the premium membership stuff did well out of the gate. We went back and forth on a few ideas about what are we offering here and all that sort of stuff but yeah, it did really well that first day. Advertising was never really a thing for us, we had one in house ad person eventually for a brief period of time but like, you know, advertising's all about eyeballs and we were never gonna be the biggest website in the world, it was we were about, okay, well we want people who really care about this stuff and so, you know, in advertising you're trying to make a case for just like, oh no, this is a smaller audience but they're smarter and they spend more money and you know, at some point you have to go out and educate brands and say like, here's why you wanna advertise here instead of there or spend your money with us because our people are smarter or this and that and at the end of the day advertisers just want eyeballs so like you can go in and pitch that story all you want, it's just not how the advertising model typically works. So we had a few things where like, you know, we had some sponsored achievements on the site and there was a livestream, I was actually against it, but they did a livestream for, NTSF:SUV:SD, I think was the ordering of that, an Adult Swim show. Actually, I thought it was pretty funny. They did a livestream like live watch along with it. And so we were doing a few things like that that were innovative at the time I guess and so you would have people who understood like, hey, the internet is changing, it's not necessarily about just raw eyeballs. We wanna find people who are more engaged with a thing and you know, this was kinda like the nascent form of like the influencer type stuff about like figuring out who are these people we can get that have sway with their audiences and so on and so forth. But, us being an editorial operation, we could never really go fully into that world. So the stuff that I would be comfortable doing in those spaces kinda, we ended up shooting down a lot of stuff, probably more stuff than we signed because it was like, no, I don't think we can do that. So the advertising stuff was never really gonna be for us and for those reasons, it's just, you know, the advertising market just wasn't really compatible with our size and our scope but also kind of our mentality and where we were at with stuff so we wanted to try and find something different. And again, that was another Dave Snider, Dave was kind of the main first proponent about like, no, people will pay for good stuff on the internet, I know it. And I think I was a little more like, I don't know, man, people like to pirate stuff. But he's like, no, this will, he won me over pretty fast and we went through with it, we went on with it. - [Danny] Giant Bomb has been running for a decade and in that time the site has evolved to keep up with the changing desires of its audience. But there are a few shows that have lasted the test of time. Their weekly podcast The Giant Bombcast has had over 570 episodes and is one of the most popular video game podcasts in the world. And their Quick Looks series predated the creation of Let's Plays, still exists today. I asked Jeff to tell me about some of his favorites are. He notes their live E3 internet show, and eventually making the podcast profitable as some of his proudest achievements. As shows have come and gone, so too have staff. Just like GameSpot created a platform for Jeff to make a name for himself. Giant Bomb has become an incubator of talent all to itself. As the sort of captain of the ship as well, what does it feel like to be responsible for kind of what Giant Bomb has become in terms of its, as an incubator for talent, right. You've had people come through the doors and leave out the other side to go on to wonderful careers as well. Do you take a pride in that, especially considering, you know, how you seem to have a reverence for the people who gave you opportunities in your early career. - [Jeff] It's cool, I don't always think about it. Like, I don't know, like I look at it and go like, did I do anything for anyone, I don't know, I'm just here, I don't know, I just do my thing. And I don't know that I always, I used to take it really personally back in the GameSpot days when anyone would leave. I would always think like, man, why would you, why would you go do something else, we're doing great, we're doing all this other stuff, and now I look at it in retrospect and go like, maybe it was people like me in the senior roles for as long as we were that led to people below us wanting to get out for more opportunities, and go like, man, yeah, okay. But yeah, I used to take it really personally 'cause I just, you know, it was great to just, there were times where, you know, man, this is the best team I've ever worked with, this is great. Oh, three people are leaving over the course of six months, what's goin on? And the people that left in the run up to me leaving, at the time I was really bummed out, in retrospect I was like, oh, yeah okay, I get it. And things change and people change and they want something else out of their careers and they wanna take on new challenges and all that sorta stuff and I think that's great. At the same time, like I miss the people that have moved on. Like, there was a time there that there were, we were starting to have conversations, it's like, no, we need to move Danny O'Dwyer over to Giant Bomb, like we have, this should happen. And then he went out and found fame and fortune on his own without us and I was like, well, shit. Let that one slip away, I guess. - [Danny] There will always be a part of me in my professional sort of hindsight that will, I remember when you mentioned that to me at a certain point, I can't remember, was it when I had already handed in my notice or I think it was probably a little bit before maybe, where like, that is like the ultimate dream come true. But now I have a new dream come true which is that I get to just pop into the office and review European sports games twice a year or whatever. - [Jeff] Right, yeah, I mean, I have a code for FIFA that I don't know what to do with so. Might be callin' you for that one. So, it's stuff like that, like it's great seeing people out there doing their thing, and the thing I've tried to be better at this time around that I was terrible at back in the GameSpot days is try to keep in touch with people on a regular basis. Like it can be so easy just to put your head down and be like, I'm surrounded by these people, these are the people I see everyday, these are the only people I talk to because I don't have time for anything else. Discord has actually been really useful at that, honestly. Like hey, let's keep in touch with friends and try to maintain these friendships and stuff like that. So yeah, it's great being in regular contact with people like Patrick and Austin Walker and stuff like that. - [Danny] Giant Bomb lived under the Whiskey Media banner for four years, but the media startup was struggling to grow at a rate required by the landscape of the bay area investors and so the decision was made to fold the company to sell of its assets to suitable suitors. What happened next seemed impossible to anybody watching from the stands. - [Jeff] The process of us selling the company was strange, for a lot of the reasons you would expect. But you know, I think the thing that happened, every start up that sells or fails or anything always like to say, aw, we were just too early. We had the best ideas, too early. But you know, in some cases if we were a year later or something like that and YouTube had been more viable for longer form videos, like who knows what woulda happened. You know, we made the best choices we could along the way but at the end of the day, you know, they had launched a lot of other sites and wanted it to be this big network and when that kinda, I think that wasn't happening at the rate that they needed it to happen so it became a case of just like, okay, maybe it's time to move on and move onto a different business and do a different thing and so we were at that point lucky enough to be something that was sellable, you know. Like you think about the number of start ups now, especially the number of content companies that launched and just went under. And with Giant Bomb with the premium memberships and that sort of stuff we were in a pretty good position there to where we were doing something that people I think were just starting to get a sense of just like, hey, maybe this direct to consumer like subscription type stuff is something we should care about. And so it was something that people were starting to wake up to and be like hey, maybe we want some kind of back pocket plan in case this advertising thing doesn't always work the way it works now. So Mike Tatum, the head of biz dev for Whiskey, asked me one day, he said, hey, would you be open to maybe selling the company to CBS? And I just laughed. And I was like yes, of course, absolutely, go have those conversations, that's the craziest thing anyone's ever said to me, absolutely, yeah, of course. That's the thing, it was a very different time, a very different company, all that other stuff. Like the stuff that happened to me was this blip on this timeline of this multi decade operation that has had good people at the helm of it for almost all of its time, you know. And most of the people that were there when I was there last time and involved in some of that unpleasantness were long gone. So at this point it was like, hey, do you wanna go talk to John Davison about, you know, maybe comin' over there, and Simon Whitcombe. Yeah, they've been around this space for years, it's totally different people, like yeah, of course. And there were other people that were interested, the company that ended up buying tested was like lightly interested but not in a way that sounded all that exciting to me. And so yeah, I had lunch with John and Simon and in, this would've been, it was around the holidays, I don't remember the exact year anymore, it all runs together, man. But it was the holidays, it was like right after Christmas, we went into Christmas break knowing that it was likely that the company was gonna be sold early the following year. And that the GameSpot team was interested, was kind of like what I went into the holidays knowing. And so I met with them and we just kinda talked it out and, you know, like they had a good head on their shoulders and we were, you know, fairly attractive I guess in the sense that we had our own revenue, it wasn't like we were coming in and like, okay, you gotta bolt us to a sales team, you gotta bolt us to this 'cause otherwise we're gonna be losing money overnight. We were coming in doing pretty well in the grand scheme of things. So yeah, I wasn't in all the negations and meetings and all the back and forth for that sorta stuff but, yeah, it was an exciting weird time because we knew it was happening but we couldn't say it was happening. And rumors started getting out there a little bit, it was a very strange time, you know. It was so hectic. My dad went into the hospital as we were packing up the office to get everything out, and we were entering this quiet period where we wouldn't even have an office and we couldn't even say why, which was so unlike everything we had done with our community and all this other stuff. It was like, here's the thing where we are forced to not talk about this deal or act like anything is weird but we also are not in an office, it's hard to generate content when you're not in the studio. And there was just so much going on around that time, it was really, it was bizarre. I came out of it feeling like we did pretty good. For someone who came into that situation with little more than his good name I feel like I came out of it better. Personally better, better at my job, better at more types of things, better at running a, a little bit more respect for what it takes to run a business but also knowing when to sacrifice the business needs for editorial interest, you know, that sorta stuff. I was able to grasp more pieces of the puzzle, I guess. And so yeah, we came back in and it was fun because I had set up Giancarlo Varanini, I set him up real good where I saw him at an event the week before the deal was getting announced and I think my exact words were, hey I'll see you next week. And we left this Microsoft event or whatever we were at and. - [Danny] Did he know, did he twig it or? - [Jeff] He didn't know at the time but he pieced it together and then he was like, oh my god, you were saying what you were saying, yeah. 'Cause, you know, we still talk to a lot of those people that were over there. - [Danny] So strange, I think I told you, we were in the bizarre situation where the UK, I was at GameSpot UK and the UK sales team had leaked the deal to us, I think maybe six weeks before it was announced. - Wow. - We all knew and we couldn't tell the American office about it. - [Jeff] That's GameSpot UK for you, man. One year they tried to give FIFA an 11. - [Danny]Did they actually? - [Jeff] Actually, yes. They turned in a FIFA review that was trying to give it an 11 out of 10. And we had to be like, no, you absolutely cannot under any circumstances do that. - [Danny] For most of Jeff's life his career and hobby have been impossible tangled. And so for much of his life his identity has been too. For years his Xbox Gamertag was GameSpotting. He only changed it when he set up his new site, to GiantBombing. But since selling to CBS he's tried to create more distance between these two worlds. Jeff isn't the most social person you'll work with. He commutes to and from Petaluma every day, a 40 mile drive during bay area rush hour. Perhaps it's why he doesn't socialize much after work. Or maybe it's a convenient excuse to not have to. At his desk, he sits with headphones on, usually working on something. When he talks to you he speaks openly and honestly. When he doesn't want to talk, he doesn't. He's always struck me as a person who's gears are always turning, thinking about the work. Half enjoying it, half burdened by the weight of it all. He's tried to get better at delegating responsibility but in many ways Giant Bomb is his child and he feels like he needs to be in the room when decisions about it are being made. - [Jeff] For me that's the struggle. Like my personal struggle is like the time management aspect of it and like keeping everything going. Because before I had other things going on in my life you could throw as much waking time as you could at a thing and also we owned the company. It was a sick cycle where in the back of your head you could always say like, well I need to work until three a.m. because this could be the video that puts us over the edge and turns this thing into an even bigger thing. And so it was very easy to justify to yourself incredibly unhealthy work habits that didn't make the site better, that didn't lead to necessarily more content or anything like that, it was just it was very easy to spend every waking moment thinking about it. And now I don't and at first that made me feel guilty, yeah, that's the weird struggle of just like, it's all just kind of a weird head trip. And the worrying goes from like, am I spending enough time with my family, am I spending enough time with my job, this seems like stuff that everyone else figured out a long time ago but I'm coming to it over the last few years and going like, man, this is an interesting new challenge. But it's been great, I wouldn't, if it wasn't for my wife I don't think I would, I'm not even sure if I would still be doing this, honestly. I probably would've completely burned out or something by now without her to kinda have my back and all that sorta stuff. Yeah, she's been great. She's the best thing that ever happened to me, totally. - [Danny] Trying to create a distance between life and work you're passionate about can often be a struggle. But it was impossible for the staff of Giant Bomb to do so in the summer of 2013. This July will mark the 6th year since the tragic passing of their friend and colleague Ryan Davis and in recent months it's been on Jeff's mind a lot more. Last year the site launched a 24 hour livestream that plays videos from throughout the 10 year archive of Giant Bomb and users often vote for videos that Ryan is featured in. So Jeff is confronted with the memory of their friendship a lot more these days. - [Jeff] You know, going back to those videos and stuff, the relationship that Ryan and I had was very complicated and changed a lot over the years because, you know, we were close friends, we were in a band, we were inseparable, I got him hired, we became coworkers, I became his boss. And so the relationship changed along the way too. So yeah, I don't know, when I think about Ryan I think about the days before were working together, primarily. Those are my Ryan memories, usually. The videos, the stuff we did along the way, yeah, we did some really cool shit and I like a lot of it just fine, but me personally, I think about the stuff prior to, when Ryan was answering phones for AT and T internet at three in the morning when people couldn't get into their email, that's the Ryan I think of. The Ryan that was living with three other guys in this tiny ass place and we'd just go hang out and he wasn't 21 yet so I was indispensable. Like that sort of stuff, that's the stuff I think about when I think about Ryan. - [Danny] When I asked Jeff about the future of Giant Bomb he's excited, but cautious. Years of working on the internet has taught him to be careful about over-promising before stuff is built. Perhaps his experiences have also taught him not to plan too far ahead. As the site enters its 11th year its been changing its programming to try and bring in new viewers. Giant Bomb has been successful, it pays its own way at CBS, but it's still a website owned by a large media organization, so often the future is planned quarter by quarter, year by year. Perhaps the most surprising thing in coming to know Jeff, is how excited he still is about games. His Twitter profile reads "I've been writing about "video games my entire life. "It would be insane to stop now." So you wouldn't blame him for being burned out on video games after 30 plus years of talking about them. But if nothing else, the thing that strikes me about Jeff Gerstmann is that these days when you can be so cynical about video games he's still a true believer in the power of the medium, whether it be players of Pac-Man or Fortnite. - [Jeff] I think games are only gonna continue to get more popular. If you look at what we're seeing with something like Fortnite right now. Like, it's having a moment that, that Minecraft had before it. It's huge, it's bigger than a Five Nights at Freddy's, it's crazy. But like I'm just trying to think about like, you know, games that have penetrated the mainstream in a huge way. What we're seeing with Fortnite right now feels almost unprecedented. It's Pac-Man esque. You know, like Minecraft was huge, but not in a, like kids loved Minecraft, kids love Roblox, but Fortnite is cut such a wide swathe across society to where it's like all these popular mainstream sports figures are now doing Fortnite dances in actual sports and it's never been like that before. So in some ways like, gaming has kind of never been cooler or less cool depending on your perspective. Because it's literally everywhere. You know, everyone is carrying around a device in their pocket that is capable of feats that like it would've been insane, no console 10 years ago could've done anything like this. Granted, the controls are still bad. The technology is pushed so far forward and it's so pervasive and in so many different places and in so many different styles. You look at like Pokemon Go and the idea of location based gaming, you know, people getting out there and moving around to catch Pokemon, like all that stuff is amazing and it's crazy. But like where we're going on that front, I think if the technology bears out and data caps don't kill the dream and all this other stuff, we're gonna reach a point where anyone can play top level video games on the device they carry around with them every single day. And in some cases they are, I mean, Fortnite's on phones for whatever that's worth. So I think that this isn't gonna go away, this is gaming's kind of big push into the mainstream kind of once and for all. And I think that games coverage, that's a more complicated thing. If you look at YouTube right now with demonetizing videos and everyone trying to stream and everyone trying to have a side hustle streaming or something like that. Kids growing up like commentating games as they're playing 'em because they just watch people on YouTube and they think that's how you're supposed to play games. That's it, that's where we're going, or that's where we are already. And so I think over the next five years it'll be tumultuous because I think you'll see the bottom drop out of ads in a way that makes the Twitch streaming and YouTube and like the kinda hobbyist turned pro streamer, I think that that's gonna have to even out. I think it's only gonna get harder and I think that will keep a lot of people out eventually, or it'll lead to a growth in just the hobbyist streaming and people will have different expectations. They'll just be like, I'm streaming 'cause I like it, I'm not gonna sit here and think I'm gonna make a bunch of money. The same way I made public access when I was 16, it's like, oh, we're on television. Like I'm not making any money off of it the way real people on TV do but I just wanna do it 'cause it's fun. - [Danny] Thank you so much for listening to this episode of the Noclip Podcast. Sorry it took so long to get this one out, it was quite a long story and it's also kind of an impossible story to tell in its entirety so I had to pick my battles and figure out a narrative that kind of worked. I hope you enjoyed it and I hope it was nice piece to celebrate a website that means a lot to me and I'm sure a lot to you as well. Now for the housekeeping, if you wanna follow us on Twitter we are @Noclipvideo, I am @dannyodwyer, we have r/noclip if you're interested in getting on board and talking on Reddit and of course if you're a Patron keep up to date on all the Patreon posts. Podcasts are available on iTunes, Spotify, Stitcher, Google Play, and loads of other places anywhere podcasts are sold basically. We also have a YouTube channel where you can watch the podcast. That's Youtube.com/Noclippodcast. If you didn't know, we also make documentaries about video games, those are available for free with no advertising at Youtube.com/noclipvideo. Patrons get this show early for 5$ a month, if you're interested in supporting our work please head over to Patreon.com/noclip. And that's the podcast for another episode. We are actually at the Game Developers Conference in San Francisco right now recording bunches of interviews which will be going up on the channel in the next couple of weeks. But we'll be back with another podcast in the not too distant future so make sure you hit that subscribe. We've never actually asked people to rate it, so if you're listening now and you're still listening at the end of this podcast, hey, why not rate us? Thank you so much for listening, we'll see you next time.

The show opens with Jeff talking about turning in the manuscript for new/revised edition of Hat Trick. The guys also talk about Captain Marvel. Will reviews Wanted-Bad Boyfriend by TA Moore and IRL: In Real Life by Lucy Lennox and Molly Maddox. Jeff reviews Diversion by Eden Winters. Jason T. Gaffney and Kevin Held join Jeff & Will to discuss their new movie project, the romantic comedy/paranormal themed Out of Body. They recorded the audiobook of the novelization, which was written by Suzanne Brockmann. We also find out about their history-based podcast, The Bright Side with Kevin and Jason. Complete shownotes for episode 180 are at BigGayFictionPodcast.com. Book Reviews Here’s the text of this week’s book reviews: Diversion by Eden Winters, narrated by Darcy Stark. Reviewed by Jeff Eden Winters Diversion series has been recommended to me for some time now and I finally took the leap. This first book was first published in 2012 but just came out in audio in October 2018 with narration from new to me voice artist Darcy Stark, who does a great job with both the suspense and romance. This enemies-to-lovers, workplace romantic suspense story centers on agents for the Southeastern Narcotics Bureau, Richmond “Lucky” Lucklighter and Bo Schollenberger. Lucky’s nearing the end of his forced stint on the job–forced as it was his way out of jail. Bo is new and eager, but is also at the job because of incidents in his past. They end up working together to bring down a ring of drug diversion and insurance fraud that involves a doctor, a drug manufacturer and a drug destruction company. I fell in love with gruff, no nonsense Lucky right away. He’s extremely good at his job, mostly because he used to be on the other side of the law. He exudes frustration and irritation at what he has to do and why and yet there’s a teddy bear in there too because he cares about getting the job done right. The friction that’s stirred up when Lucky’s saddled with mentoring Bo is sublime. Lucky’s looking to ride a desk during his last few weeks at the bureau, but his boss has other ideas. Bo’s very green in terms of what he has to do here–but he is ex-military so he’s no pushover either. He can take what Lucky dishes out and it pisses the senior agent off… and eventually Bo gives back as good as he gets. The friction gets explosive as Lucky battles with himself about the feelings he develops for Bo. The other thing the friction brings is a ton of humor. Lucky and Bo know how to push each other’s buttons–whether it’s blasting Billy Ray Cyrus, forcing healthy eating habits or being messy. It’s a wonderful odd couple pairing that morphs in a beautiful way as it becomes less about antagonizing and more about a sweet nudging of one another to just maybe move things to another level in their relationships. Both men have complicated backstories that make you feel for even more for them. Lucky ended up at the bureau after going to prison for the part he played in a large scale drug operation. He’d been in love with the guy behind that operation and when it all came crashing down Lucky was sure he wanted no part of loving anyone again. The pain Eden created for Lucky is devastating, which makes him all the more loveable when he’s able to come out of his shell. Bo did illegal things to help an ex and ended up taking illegal substances to the point that it’s very difficult for him to be around the drugs in a Pharmacy, which his job requires. There’s also abuse in his past and Lucky’s careful to keep Bo away from triggers as much as he can. The lengths he goes to keep Bo feeling safe are extremely sweet. Eden takes great care in how backstory is presented. Once the men get past their posturing and disdain for each other, they peel back they reveal themselves in a very natural way–as friends, coworkers and eventually lovers do. The good and bad are offered in equal measure and it’s perfect relationship development. The only thing I wanted in this story that I didn’t get was Bo’s point of view. I would’ve loved to know what was rattling around in his head. Not to take away from Lucky though as he was quite the good narrator and this one point doesn’t take away from my love of the book. The Diversion series is up to book seven as of January 2019–with the third book released in audio in February 2019–so I’ve got some catching up to do. I’m looking very forward to that. IRL: In Real Life by Lucy Lennox & Molly Maddox. Reviewed by Will In Real Life combines the classic alpha billionaire character trope with the time-honored scenario of two characters who are combative in real life, but are secretly corresponding with one another and falling in love. Which is the long-winded way of saying it’s a similar set up as the classic movies Shop Around the Corner, You’ve Got Mail, In the Good Old Summertime, and the musical She Loves Me. The way that the characters write to each other has changed and evolved, but the premise remains the same. There’s also hints of enemies to lovers and opposites attract. This book is ripe with tropey goodness. So what’s it all about you might ask? Nice guy geek Conor is in New York to sell his mother’s bio-med technology to a ruthless CEO. The evening before his big presentation he decides to live a little and begins sexting with who he thinks is the sexy hotel bartender. It’s not. The text exchange he ends up having with a stranger, who he calls Trace, is amazing, and through several flirtatious and super-hot online conversations, they begin a fling. At the meeting the next morning, Wells Grange recognizes Conor thanks to the Dalek tie he is wearing. Conor is the hot and horny guy he sexted with the night before. His first inclination is to use this information as leverage in their business negotiations. But Wells quickly begins to fall for Conor, both the sexy online version and the awkward real-life version. As they work through the contracts for the sale, Wells continues his deception. They spend several days together and get to know one another, Conor unaware that Wells and Trace are the same person. We follow our heroes, almost in real time, as they fall in love while working together, going out to dinner, and taking carriage rides in Central Park. Once the business deal is finalized, Wells and Conor finally give in to their attraction and sleep with each other. Needless to say, it’s amazing and life altering for both of them. But, as is the case in stories like these, Conor finally puts two and two together before Wells can come clean about his sexting alter ego. Conor is humiliated and justifiably furious. He packs his bags and returns to North Carolina, with zero intention of ever speaking to Wells again. And rightly so. I’m going to be super upfront with you guys, there are certain aspects of the billionaire trope that I personally find problematic. I was on board with Wells and Conor for most of the story, but there were moments when I had a hard time dealing with certain aspects of Wells’ alphahole personality. In my view, if the ending of this book was going to be believable, Wells was going to have to move mountains and pull off one of the biggest mea culpas in romance history. It may not have been the biggest, but Lucy Lennox and Molly Maddox crafted a finale that was truly heartfelt and genuinely appropriate for our two heroes. To make amends, Wells makes sure Conor’s sick mom is well taken care of and part of an experimental treatment program (her illness was the reason they needed the money from the business deal). Later, when Conor is unable to attend a Comic convention to unveil an important new development in his gaming business, Wells steps in, and personally gives a rousing presentation on Conor’s behalf. Wells proves he isn’t the billionaire alphahole he seems. Yea for true love and happily-ever-afters! Interview Transcript Jeff: Welcome back to the show, Jason and Kevin. Kevin: Thank you. Jason: Hello. Thank you. Kevin: Nice to be back. How you been? Jeff: Awesome. Jeff: Well, we had you on before, we were talking all about “Analysis Paralysis.” But you guys have a lot more going on besides that movie. You’re actually in pre-production right now on a film called “Out of Body.” Jason: Yeah. Jeff: Tell us what that one’s about. Jason: So “Out of Body” is basically a story where it’s a friends-to-lover rom-com. And basically, Malcolm, who’s Kevin’s character, has his body stolen from him and he kind of ends up as a spirit for a while. And he has to prove that he exists to me, Henry, and then when that finally happens, we do some magic, we fight some demons, we might get the body back, there’s definitely a happily ever after because it’s a rom-com. Kevin: You and your end happily-ever-afters. Jason: Yeah. Jeff: It’s important. Kevin: I know, I know. But I just want to the rom…just one time I want a rom-com to be…it’s mostly romantic and funny but everyone does die. Jason: Or they die hilariously. Kevin: It’s a rom-com drama. Jason: Death by rubber chicken. Jeff: And what was kind of the inspiration behind this movie this time? Jason: I don’t even know how this idea came in my head. But I was sleeping one day and I woke up and I was like, “Oh, that’d be really cool. A movie where someone’s dead but they wanted to be together but then they didn’t get to be together. And then they have to fight to get their body back and come back to life.” And so I wrote a kind of a similar but different kind of script. And we did a table read, and my mom was a part of the table read. And she was like, “I love the story you have here. Can I take it and can I change a lot of it and make it like super romance with the comedy?” And so this particular movie and book and audiobook is definitely heavier on the romance than the comedy, as opposed to “Analysis Paralysis.” But it’s, in my opinion, really, really good because the romance really makes…it’s gripping, it really gets you right in the heartstrings. And she basically saw what I was going for and was able to finesse it and really kind of mold it into what my kind of original vision was and then some. So I’m really psyched about it. It’s got a little bit of everything. Will: Yeah, not too long ago, I talked about the novelization of “Out of Body” here on the show. Jason, your mom, Suzanne Brockmann, of course, wrote that novelization, it was rather amusing. Like, I think in the forward she kind of does like a behind the scenes thing where she kind of tells that story where she says, “Jason, this is great. But do you mind if I take it and make it better?” Kevin: Yeah. Jason: Yeah. And here’s the thing, I am all about that. Like the filmmaking, it’s such a collaborative process and storytelling can be a really collaborative process. And I want to make good movies. And so I was really happy with the script that I had written, but when someone who’s as great of a writer as my mom is comes and says, “I want to have fun with this and let me just see what I can do with it,” I’m like, “Hell yeah. Take it. Have at it.” Yeah. Kevin: And the end result is really a script, a novel, and a script that really looks like if brilliant improviser and plot maker and gay comedy guy let his script be taken over by a bestselling romance novelist, what would happen, it would be this. You know. And so it’s really got great, great aspects of all of those elements. Will: Yeah, I really enjoyed the book and the audiobook as well. And I think it’s a really unique opportunity for people who are interested in “Out of Body,” the movie, to check out the audiobook and sort of, it’s essentially like a preview of what they’re going to be getting when the film comes out to the public. Can you give us a little bit of an idea about what it was like to kind of get into the material early before you even like were thinking about shooting by recording the audiobook? Kevin: I can tell you for my part, like, since I’m not one of the writers on this, which is, you know, traditional for me because I’m not usually the writer on a project that I’m acting in. But it’s completely unprecedented to have a novel that you get to perform about the thing before you even film the script. You know, so we get…like as an actor, it’s a freaking dream because I have…so you know how actors have to create subtext and everything, I just have to go to the book, you know, it’s like, “Don’t worry. I don’t have to make it.” It’s already been written down for me. So if I’m wondering, like, what’s happening for Malcolm now, what’s going on there? What’s the deep, deep part of it? It’s already written out for me now. So I would say, so the book is available. It’s on, it’s called “Out of Body.” It’s on Audible.com. And I would say, don’t deprive yourself of the opportunity to say the book was better. Jason: Yeah. And, you know, it was really cool to do the audiobook in general because it was our first audiobook for both of us as narrators. And when we were talking about doing it, we were talking with my mom about it and I was interested in the idea of recording it in a way where it was more like a radio show where we are our characters’ dialogue voices all the time, even if it’s in the other person’s point of view. Whoever’s point of view reads the descriptive stuff in the chapters. But if Malcolm’s speaking, even though I’m the narrator of that chapter, he still says his line, and he still says the lines of the other characters that he had been assigned and vice versa for me. And that was really kind of fun to do because, you know, how often do you get to do kind of a radio show acting gig? And it was also really fun for me as a director to get to do this with Kevin in advance, because, like, he now really knows the story and I know he knows the story. So I know that when he comes to set, that’s going to be really easy. And I got into the head of the other characters as well reading them, and that’ll help me be able to hold my other actors hands and kind of with them through their parts, and still allow them to bring what they want to bring to the role and have it blossom into how great it can be. Kevin: Yeah, and that’s like all separate and apart from the experience of actually recording the audiobook, which you might think was done him some and then me some on consecutive days or anything, but it was actually live together. So we actually recorded in a space that had two recording booths in it. We could both hear each other so that when I am narrating a section and it’s his line, I can hear him do it. And then I jump back in. So it was live editing, like, to take out any breaths or anything, or mess-ups or anything, so, but we got to…you know, it was amazing because I had him in my head the whole time doing it, too. So that was wonderful. It’s a great experience. Jeff: That’s amazing, especially how it connected to your even now pre-production process that you’re involved in because you’re getting ready to shoot in about a month from when we’re recording. In pre-production, give everybody kind of an idea of what that means. What’s going on as you get ready for your 12 days of shooting? Jason: So basically, what I just did was go through each of the scenes and break them up on a piece of paper so that now I have the page count number, like how many pages each scene is. Kevin: These are them. Jason: Oh, yeah. Little strip paper… Kevin: Each one of these is a scene. Jason: And basically, the page count, when it starts, who is in the scene, all that stuff. Because I need to…you know I don’t have every actor every day. I’m going to have Kevin every day because he’s one of the leads. But there’s other parts in it where they’re only going to film for one day…anywhere from one to three days. And so you have to plan their scenes on the same day. And this time, we’re going to actually be filming in two different locations because our neighbors next door sold their house to flippers and they’re doing construction and it’s been kind of never-ending. So we can’t film when there’s kind of heavy construction going on in this house. So we’re going to do a lot of stuff at my father in law’s house and then will come get the rest of it after they’re done here. And so I’ve been doing that with my dad and breaking it into those days while simultaneously working with my cinematographer Nacia to map out which shots are needed for each scene and what angles are we doing. So I put little maps on the other side of the table here. Basically, me drawing out the room layout and doing little circles with an M for Malcolm and an H or Henry, and the arrows pointing they go here and then they go here… Kevin: Oh my god. And this isn’t even talking about how to deal with SAG paperwork or any of the art direction that he’s doing, or any of the clearances that he’s getting for this or that kind of thing. Jason: We’ve got a, we’re going to have a… Kevin: He’s a bit of a doer. Jason: We got Andrew Christian giving us underwear… Kevin: Oh, yeah, we have Andrew Christian underwear over here. Jason: And I’m working with some other companies too. So Outfit is a gay like sports good wear, they’ve given me a patent to us for the movie. Kevin: He’s been stenciling t-shirts and… Jason: Hand design t-shirts specific to the characters. I’m going to be making him a specific shirt three times because he wears the same outfit the whole movie and so if anything spills on it, it’s got to be good and not spilled upon because he magically can’t get stains. And so it’s intense, there’s a lot going on. Like Pinterest is my best friend. I’ve been learning all about how to make DIY Halloween decorations. Because again, when you’re low budget, you can’t spend, you know, $3,000 on set design. You can spend like $200, and so you have to get a little crafty. You have to start thinking like, “Okay, I’ve got five pages of construction paper and a pair of scissors and some tape, how going to make this look like I spent a lot of money on it?” Kevin: He’s like MacGyver. So that’s his experience with pre-production, mine’s a little bit different because I’m not all the hyphenates. So I’m busy making no changes at all to my daily routine. Jeff: You do have a script to learn. Kevin: Sure, when I get it. Jason: It’s in the mail. Kevin: We’re at your house. Jeff: Oh my goodness. Jason: The creating part, like creating the artwork, it actually makes me feel calm. The paperwork stresses me out. And so Matt, thankfully, jumps on that grenade and deals with SAG-AFTRA and making sure that all the paperwork’s there and all the money is in the right place and all that stuff. So thank you, Matt. Jeff: Now, we should say Matt is your husband, so he’s in the production family. Jason: Yes. Kevin: Yeah. Will: So now that our listeners know how completely awesome and funny this project is going to be, can you give us a little bit of info about the Indiegogo campaign? Jason: We have an Indiegogo campaign, basically we crowd-funded “Out of Body” on Kickstarter first, a successful crowdfunding campaign last year. and Indiegogo came to us and said, “We’d like to do an in-demand campaign for you.” So we have an open-ended campaign on Indiegogo right now, where you can help sponsor the film help and get some fabulous rewards, such as DVDs of “Out of Body” when it finally is all finished, you can get DVDs of “Analysis Paralysis,” our last feature film. Kevin: I’m going to get these down from the thingy here. Jason: So you can show people. Kevin: You can actually, because now we’re in the second feature film that stars the two of us. Like we got other projects that I have to do with like if you’re your fans of “Analysis Paralysis,” or perhaps the audiobook of “Out of Body,” you can get these copies, you can get copies of all that stuff. And so as we are on the way to becoming things of all media. Jason: Yeah, exactly. And yeah, so if you go to indiegogo.com and you go, indiegogo.com/projects/out-of-body-a-feature-length-lgbtq-rom-com-movie/, it’s a very long title. Kevin: Really, why don’t you go to indiegogo.com and search “Out of Body.” Yes. Jeff: Or just come to our show notes, it’ll be much easier. Will: Yes, do that. Kevin: Exactly. Go to “Big Gay Podcast” website and it’s going to be in the show notes. Jason: Another place you can find out information about “Out of Body” in the future and any sort of campaigns we’re having, etc., is if you go to tinyletter.com/mypethippo and join our newsletter, you’ll be able to find out things about “Analysis Paralysis” or “Out of Body,” or our podcast, “The Bright Side with Kevin and Jason,” all sorts of fun stuff. And yeah, so and basically indie film, it’s low budget. So every dollar really does make a difference. Like if we get enough money to buy a better meal for the cast and crew, everybody’s spirits raised, it gets raised up a little higher, you know, or we can afford an extra day of filming, or we can afford…it really does matter. So thank you to everyone who has supported us so far. And thank you to everyone who comes and supports us after this. Kevin: Yes, indeed. Jeff: Now, Kevin had this wonderful term about you guys, you know, essentially taking over media. You mentioned the podcast, “The Bright Side with Kevin and Jason.” It’s a comedy podcast about history. How did this idea spark? Because this just adds to you, I imagine, having to research these historical things. Kevin: Now, Jason does all the research for this, you know, and that’s huge. Like, because basically, he doesn’t have enough to do. But the impetus for the podcast, which is “The Bright Side with Kevin and Jason” is, you know, there’s so much bad news all the time. And my mom taught me how to look on the bright side of stuff, you know. If I got one thing from my mom, it was to…I would always complain about this or that and she would constantly remind me of there’s something good here, you know, and you have to find that. And so that’s really the gem of this, it’s really the heart of that show is that, especially when you look around at the news right now, there’s so much bad stuff that is going on. But you have to also recognize that bad stuff creates the opposite reaction. And so who is making the good out of that? You know, who is looking at that and reacting to it in a way of love, or in a way of furthering acceptance, or you know, who’s looking at the transgender ban, for example, that was finally instituted by the Supreme Court? And who is saying, you know, I want to reach out and tell my trans brothers and sisters that you are people and you are valuable and your service is useful and we love you? You know, so who’s doing that? You know, and so that’s what the podcast really kind of focuses on. We do wallow in some tragedy on the podcast because every week we take a historical episode of some varying degree of tragic-ness and talk about it. But then we also, every episode, find out what good that led to. Jason: And it kind of came about a long time ago after “Analysis Paralysis,” like Kevin mentioned in the last episode, we talked a little bit about how we met on a student film and basically got along really well, really quickly, and then we started hanging out together with our husbands and going on double dates, and so it kind of formed this bond. And after “Analysis Paralysis,” which was so much fun, it was 10 days of basically seeing Kevin and laughing and having a good time, I was like, “I don’t want to wait a year-and-a-half for the next project. I want to do something now with you.” Kevin: The experience of just chatting about a topic on a set or something was so much fun and we thought, “We should bottle this.” And then we thought, “You can.” There’s a method for this that’s called a podcast, and that’s what started. Yeah, you know, so now I get to come over here every damn week. Jason: Yeah, come to the Valley. You’re welcome. Kevin: Yeah, when I moved to Westwood I was hoping that my second bedroom would be a good place to record. But it’s not, it’s not good. Too much noise there. The valley’s a lot of things, but it is quiet. Jason: It is quiet. Unless they’re doing construction next door. Kevin: Right. Jeff: You could just turn that second bedroom into a soundproof area. Kevin: No, actually, currently, we didn’t have any…we moved from a house that had a lot of storage into a house that had another bedroom, but no storage. So that second bedroom has just become basically the id of our house. You know, everything’s like ahhhhh, you know? Jason: It’s like in “Harry Potter,” what’s that closet? Kevin: The room of requirements? Jason: Yes. Kevin: It’s the room of please don’t go in there actually. Will: Now, guys, I’m curious. How do you choose which historical events to feature and how much research goes into each episode? Kevin: That’s 100% question for Jason because though I feel that the podcast is a 50/50 pursuit, because Jason does all of the research for the topics that we do, and I don’t ever know what we’re going to talk about until I get here, but then I do all the web mastering and editing and I put up the shownotes and I do all of that stuff. So I feel like we end up spending around the same amount of time on things. Jason: Yeah. So basically, generally about a day of work I kind of surf the web, I find a topic that…like I kind of search, you know, the rabbit hole as to like what kind of weird historical thing is this? And I’ll like Google really weird stuff so my search history… Kevin: Yeah, they’re coming for you. Jason: …completely messed at this point. But like, you know, I’ll look up like “wild strikes historical funny” to see what I get from it. But honestly, there’s been a ton of them I’ve gotten through recommendations of friends and family and listeners of the podcast, and we really encourage listeners to throw ideas at us because there’s some really obscure events in history that I don’t know about that I would love to know about and I could easily find it if I knew to search for it. And so if anyone out there listening has weird events, definitely tweet me or email me. Kevin: You can find him @jasontgaffney on Twitter, and tell him and I don’t want to know about it. Jeff: That’s right. Kevin has to stay in the dark. Kevin: Right. Jason: So what I look for also, I try to look for topics where there’s a lot of tragedy, but you can still make fun of it. Like, if it’s a natural disaster, I try to find one where people made bad decisions with the natural disaster, not that it’s just, like, everyone got screwed and they tried to do the right thing, but they still got screwed because you can’t really make fun of those people. That’s just sad. Kevin: And mean. And it’s really not. I mean, I know we’re talking about a lot of tragedy, and that’s kind of what we focus on. But it’s not a cruel show. It’s not a Schadenfreude, really, because the ultimate goal is to find out what the hopeful aspect of it, who turned that situation into something good, you know. Jason: And you’d be surprised, like, we generally can find it. I don’t think we found one yet where there’s really nothing, no bright side to it. Kevin: No. Because the arc of history is long and you never know what the end result of a pebble, you know, when a pebble goes into a puddle, you don’t know how farther in they’re going to go, you know, and so, like, we talked about that event but that could lead to something incredible later, you know. Jeff: For you, Kevin, since you come in cold to these, what’s been of the episode so far that you’re like, “What? What did I just hear?” Kevin: Oh, my God. Well, the “Empire” panic, for example, has been insane. Like, I have a feeling when I post the episodes, I have a feeling like I hope…My mom and I listened to the Christmas episode over Christmas. And at the end of it, she said, “That was funny and I learned some stuff.” So that’s what…it was like I was, “Oh, good. There we go.” That’s what I would like people to have from it. Is like, “Oh, I enjoyed that, you know, conversation. That was fun and stuff.” But also, “God, who knew?” Yeah, that’s amazing. Because he’s pretty good at this, every episode there’s gonna be some point where I’m like, “Are you kidding? Human beings did this,” you know? It’s always, “Yes, they did,” good Lord. Jason: It’s also it’s gotten way more fun to do the research than it initially was because I was really nervous the first couple episodes to like, “Oh, my God, is this going to be funny? How can I make this funny?” And I was trying a little like…we actually have a couple of episodes that just never aired because I was trying too hard as opposed to just seeing that, yeah, that was absurd. I don’t need to say anything except what they said. And now that I’ve kind of mastered that to a degree. I mean, I’ll keep getting better as time goes on. But now I can really see like as I’m reading stuff, I’ll be like, “Oh, I know that Kevin’s gonna hear that and go, ‘Stop it.'” And then he’s gonna call it out, call the absurdity of it. I don’t need to do anything except, say, like, you know, “And then she picked up the knife and stabbed her own foot.” And it’s like, “Why?” Kevin: Spoiler alert. Jeff: Did you have a knack for history before this, Jason? Or did this just kind of happen? Jason: So I’ve always loved history. I always love the idea of history. When I was actually a little kid, I used to play with blocks a lot. And it’s probably why I like being a producer and a storyteller. I used to have like this giant castle and a giant village and an army of bad guys and I acted out this soap opera for years with the royal family and all that. And I was fascinated with the Romanovs and stuff so I kind of like did a little spoof on them. And so I kind of created like my own worlds, and history and stuff. And so when I can find sites that tell historical stories like a story, which is what history should be told as because it essentially is our story, it’s really fun. It’s really exciting to read it and be like, “No, oh, my goodness, that person’s totally the villain.” And then you read a couple more paragraphs, and you’re like, “Oh, no, they’re misguided. They have a heart of gold. They didn’t know.” And then five pages later, you’re like, “No, they’re just a dick.” And it’s exciting, it’s riveting, it gets you on the of the edge of your seat constantly with how people just constantly mess up. And then occasionally, you have a hero who’s just like, actually a good person, you’re like, “What’s the catch?” So, yeah, you know, history is really fun, especially when it’s told with a fun storytelling lens because… Kevin: And I think that’s like the thrust of the podcast is also it’s about the topic, sure, but it’s also just about how Jason and I interact with each other. And we just have such a fun friendship. And I don’t mean that it’s fun from the inside. I hope it is, but it’s fun from the inside of it. So I have such a good time with him that whatever we’re talking about is going to be fun for me. Jeff: That’s awesome. So besides “Out of Body” and more podcast episodes, what else is coming up for you both? Kevin: I may never work again. Who knows? Jason: We’ve actually started writing the sequel to “Analysis Paralysis” with the hope of filming it at the end of the year, with the additional hope of trying to film it in Palm Springs. Kevin: First time hearing of that. Really? Jeff: Breaking news. Kevin: I love Palm Springs. Jason: We’re gonna do what we can to make it work. And it would require assistance from the Palm Springs community, sure, help house us and give us locations and stuff. Kevin: It’s gonna be all on the gondola. Only there. Jason: What gondola? Kevin: The gondola up to the mountain thing. Jason: Oh, yeah, that gondola. Kevin: The whole thing is set on the gondola. Jason: I was thinking like the gondola with a little stick… Kevin: Yeah, the canals in Palm Springs. Jason: But another thing that I’m actually working on is my dad and I wrote a couple of novellas that you can get on Amazon. Kevin: What are they called? Jeff: “California Comedy Series.” Jason: The “California Comedy Series.” Yes. And I wrote a version of “Fixing Frank” with the hopes to get that kind of ball rolling. And it’s definitely a film that requires a bigger budget than what we have right now. But I’m starting to get those wheels in motion for you know, movie four, five, six sometime in the near future. And so yeah, that’s kind of what I’m working on. Kevin: We keep cranking them out. If people will keep putting them on screens and things, we’ll keep making them. Jason: The goal is to make people laugh. I feel like that’s why I was put on Earth and I feel like that’s why you were put on Earth. Kevin: Well, yeah. I know am laughing whenever I see you so that’s probably true. Jeff: Do we get new “California Comedy” anytime soon? Jason: I have been talking about that with my dad, we actually have a couple that are in the works, it’s just trying to figure out when we have a good time to sit down and edit it. I think after “Out of Body,” I’ll be able to take a look back at one of them that we wrote a while ago and kind of tweak it because there were a couple of things that just never felt right. And so it’s just figuring out how to fix those kinds of plot holes. And then hopefully that’ll be on the market before the end of 2019. Jeff: Excellent. And Kevin, what about you, anything you want to throw out for people to keep an eye out for? Kevin: Super excited about the podcast, actually. You know, going into production on “Out of Body” is really, really exciting. I don’t have a lot of acting projects coming up after that, that I can think of right now. But that’s kind of the nature of acting projects. Jeff: Sure. Kevin: You know, and so the podcast is where you can find us weekly up until the end…and actually, we make announcements there about projects that do come up for us, you know, in the interim. So, you know, to be a loyal listener to the show would be the best way to find out about what’s new with us. You know. Jason: Oh, and I almost forgot. We’re going to try in some way whether it’s self-published or with some other company helping us, the goal is to turn the “California Comedy Series” into audiobooks as well, similar to “Out of Body.” Jeff: Oh, fantastic. So both of you voicing? Jason: Yeah, for two of them. One of them, the plan is to have my good friend David Singletary come in as the role of Mike since that role is African American. And my friend David Singletary is African American and I’m all about… Kevin: Kevin Held is very much not. Jason: I’m all about own voices reading parts and stuff like that. And he’s great. You’re going to love him. Kevin: He is great. I’m a little jealous, but I’m okay. Jeff: Well, guys, thank you so much for telling us about “Out of Body” and the podcast. We wish you much success with those. Jason: Well, thank you. Kevin: Well, much success with your own podcast, gentlemen. Jason: Thank you, yes.  

Toby Mathis and Jeff Webb of Anderson Advisors are here to answer all sorts of tax-related questions that focus on everything from applications to forms and QuickBooks. Do you have a tax question? Submit it to Webinar@andersonadvisors.com. Highlights/Topics: Will income earned by lending money to real estate investors reduce Social Security benefits or increase taxes on them? Income vs. earned income; until full retirement age, benefits are reduced; when full retirement age, it doesn't matter what you make How do I get the 20% deduction from Trump's Tax Plan? The 199A Deduction is a 20% deduction on qualified business income, but you need a pass-through entity; QBI 20% deduction vs. 20% of taxable income are compared, and you get whichever is less When you make a contribution out of your own account to your LLC as a member, are you taxed on contributions? No. It’s a contribution to an entity that becomes your capital and money you can take back out tax-free, if you haven't used it to recognize losses What is the best business structure recommended against asset, structure, and personal protection? With any passive activity, use a passive entity - LLC taxed as a partnership/limited partner; whomever has control of entity decides what's distributed What is the best way to set up QuickBooks when I have a Wyoming Holding LLC and several other LLCs holding real estate in other states? Create one set of books with Wyoming LLC as the primary; do a classified income statement for other states What are the tax forms for 501c3? Use Form 1023 to apply to be an exempt charitable organization; yearly recording forms include 990-N If someone has rentals in their self-directed IRA, how are they impacted as UBIT - does it make a difference on the number/dollar amount? No UBIT, if it's a rental; UBIT is for an active business inside an IRA; passive income is almost always exempt Can I have recourse debt in a 401K or IRA? Can I have non-recourse debt? You can’t have recourse debt, but you can have recourse debt What are my options to re-distribute funds from one LLC in several entities to separate investments? You can always move it from one to another with no tax implication Can I write off costs for rehabbing out of the country? Yes. Worldwide profits; if it's income-producing property, you report it to the United States I lent money to a real estate flipper. She gave me a promissory note, but it wasn’t recorded with the deed of trust. Now, she is in default. Can I foreclose? Document it because you can’t foreclose until you file your secured interest Is there anything I can do to reduce my taxable income? Yes. There are lots of things you can do - make contributions to qualified retirement plans, charities, and C Corp I purchased a new computer that cost less than $2,500. Is that a straight expense in the current tax year or some weird depreciation thing? Section 179 deduction; you can buy up to $1 million and write it all off For all questions/answers discussed, sign up to be a Platinum member to view the replay! Resources U.S. Social Security Administration Trump’s Tax Plan 199A Deduction QuickBooks Tax-Wise Workshop 501c3 Unrelated Business Income Tax (UBIT) 990-T 990-N Section 179 Deduction 1244 Election Kiddie Tax Anderson Advisors Tax and Asset Prevention Event Toby Mathis Anderson Advisors   Full Episode Transcript: Toby: Hey, guys. This is Toby Mathis with Jeff Webb again. Jeff: Good afternoon. Toby: If you don't know, Jeff Webb's a tax manager here, and I am one of the partners. I'm not an accountant but I'm an attorney. Jeff is actually a CPA. This is Tax Tuesdays. If you've never been on Tax Tuesdays before, all we do is answer all sorts of questions. Let me see here whether I've got the right question field up. Look at that. We've got a bunch of people asking questions. Let's see. We'll get to all your questions, making sure you can hear us in the question and answer part. Just say, "Yes, I can hear you loud and clear," to make sure that we're getting through to everybody. If you do that, then we appreciate it. There we go. I'm getting a whole bunch of "loud and clear", "loud and clear", "loud and clear". All right, if you don't know the format if Tax Tuesday, it goes like this. We answer a whole bunch of questions. We answer the questions that people ask via the email that I'll be giving you at the end of the webinar, and we grab a whole bunch of them, and we just start answering them. If we can't answer the question or the question that you ask is too complicated, too specific, too long, then I grab it and kick it off to a staff or we answer it the following week, depending on how cool a question it is. That being kind of the overview, this is where we're at. We're going to go through these and we're going to make sure that we're answering all the questions. Let's see if I can actually make these slides advance. Look at that. That's weird. I didn't even know what that W there is. It's kind of cool. "Will the income I earned by lending my money to my real estate investors reduced my social security benefits or increased my taxes on them?" That's an interesting question. There's, "How do I get a 20% deduction?" I'm picking these literally from people's emails so don't yell at me for the typos. "When you make a contribution funds to your own account to your LLC as a member, are you taxed on contributions that you contribute to an LLC?" "What is the best structure–" and that is the weirdest thing I've ever had. "What is the best structure recommended against asset, structure and personal protection for a Multi-Family Home Investor acquiring and holding rental properties, especially if working–" and I'm going to go through each one of these. "What is the best way to set up QuickBooks when I have a Wyoming Holding LLC and several other LLCs holding real estate in various other states?" Those are our opening questions. We have a few more. We're going to go through a ton of them, and I'm already getting a bunch of questions on the Q&A portion. We will get to those but, first, we're going to knock these ones out. The first question: "Will the income earned by lending money to real estate investors reduce my Social Security benefits or increase my taxes on them?" The first thing is there's the benefit itself. In this particular question, I looked it up and I believe there were 61, so they're receiving Social Security benefits before they reach the full retirement age. Full retirement age varies between 65 and 67. The reason this is important is because, once you reach that age, it doesn't matter what you make. Until you reach that age, you will have your benefits reduced on what you're receiving. When you're pulling out Social Security early, 50 cents on the dollar once you get over $17,080.Of course, it's indexed for inflation, but it's a little bit over $17,000. I think this year it's $17,080 or something like that. What that means is, if you are lending money, then that would be counted as income. However, if you're under the full retirement age, they only count earned income. The question here is, "Until you're at full retirement age, will the income earned by lending money to real estate investors reduce my Social Security benefits or increase my taxes on them?" The answer is a big, resounding, "No." This will not hurt you in any way. Once you hit full retirement age, now we have to be worried about how much of your social security becomes taxable. When they look at your tax ability of the benefit, now we're looking at all sorts of income, everything that you make, and it's going to push it up. That's the one where it's not that you reduce the benefit but it becomes taxable. Jeff: Fairly quickly, additional income starts making your Social Security benefits taxable. They're never going to be more than–85% of your benefits are never going to be taxable. I'm saying this totally backwards. Toby: What it means is that the most they're ever going to tax your benefits is 85% of them. If you're getting $20,000 of benefit, the most you'll ever pay tax on is $17,000. You'll still get $3,000, tax-free. The sad part is you didn't get, really, a deduction when they took it out the first place. That's the old double tax that you hear about with Social Security. Anything else you want jumped into? This is kind of stuff. It makes your brain go numb so you're doing it right. You're actually asking good questions. Jeff: Just the matter of when you should take Social Security is such a huge question. Toby: Because you can start taking it. When is the earliest, is it 64? Jeff: I'm going to say 62, but maybe it's earlier depending on their age. Toby: It does depend on their age. There is a before-a-threshold and after-a-threshold. Now, I forget what the threshold is. What you do is you go to the Social Security Administration and you run your scenarios and they'll give them all to you, or you can contact us. We have folks we could send you out to that have software because it is complicated. Depending on what month you were born in and all that stuff, how many days–all of this gets factored in as to what's the earliest you could start receiving benefits. Once you start receiving the benefit, they let you receive that benefit only so long as your income is low and it's your earned income. If you're trying to get the benefit when you're 62 and you make too much money, you're going to lose a bunch of the benefits. If you start making–if you're 62, start pulling out the benefit and you have passive income, not that big of a deal; it doesn't reduce it so that's really cool. Enough of that. It makes my head hurt, Social Security. Do not rely on Social Security. There, I said it. Yeah, Social Security is one of those things that, when it was set up, the average life expectancy of people on Social Security was two years. It was really there to catch you if you're really old and didn't have any other benefits. Now, we use it almost like it's a retirement plan that's not what it was intended for. That's why it doesn't work to do it. Here's the next one. "How do I get the 20% deduction from Trump's Tax Plan?" First off, it's not Trump's Tax Plan. It's the Tax Cut and Jobs Act and it was passed by our wonderful Congress because, technically–though, they seem to forget this–Presidents don't write laws. Now that we got that out of the way, they did put this thing called a 199A Deduction, which is a 20% deduction on qualified business income from pass-through entities. Follow me here. The first thing we need to have–and I'm going to write these up–is we need to have a pass-through entity, and you can be an LLC taxed as–this is a 1065 that's partnership, a sole proprietor or as an S Corp. Those are your choices. Technically, it could also be a trust. Then, you look at other entities, S Corps and just flat out partnerships, including limited partnerships, all that fun stuff. It's passing through; it doesn't pay its own tax. Then, you need qualified business income. I'm just going to call it QBI, which just means income. Generally speaking, it's active income, but they also include real estate, if you are making money on real estate in which you participate in some fashion. The only type of real estate that's not included as far as we can tell–because they're still giving us regulations on it, but the proposed regulations make clear that real estate, rental real estates included, is if you have a commercial building and triple-net leases that you're giving out where you're not really taking on much of the risk, then they're not going to let you have the qualified business income. Then, they compare that qualified business income 20% deduction versus 20% of your taxable income, whichever is less. Why is this important? Because if I'm a sole proprietor–let's say I have $50,000 that I'm making–that I would get a $10,000-deduction under the QBI. Let's say that I take and contribute into my retirement plan–a husband-and-wife sole proprietor is still the same thing, and they both put in–what's a good number–let's just say $10,000. Then, my taxable income is actually $40,000 because I rode off–I made tax-deductible contributions into my IRA of $10,000 so I would take the lesser of that. Then, they do this wonderful thing, is they then say, "Well, if it's a special service company, we're going to put a cap on how much QBI you can actually make." It's not really QBI; it's actually your taxable income, and they say, "We'll only let you ride off so long as your taxable income is below a threshold." If you're single, that threshold is $157,500, and there's a phase-out for the next $50,000. To make your head spin, it goes from $157,000 to $207,500. That's the easiest way to look at it. If you're married, filing jointly, those numbers are $315,000 to $415,000. Jeff: What's an example of a special service? Toby: Special services are something that it is you and your skill that makes the money, and they use–it's going to be doctors, lawyers, accountants, engineers, real estate agents who are solo, somebody who–it's their skill so like a carpenter who doesn't have a bunch of staff. That's going to be a special service. If you get above those thresholds, you are done. Somebody's asking a question which is pretty interesting. A single-member LLC counts. You have a flow under you so that's when you're sole proprietor or just going under your tax return that's passed through entity so you're fine. The interesting here is that you can control your taxable income. Even on those thresholds–and when we teach this in the class, we actually go through a learning chart where we say, "If this, then this. If this, then this." If you're a special service, we just need to make sure that we can control your income, and the way you control your income is by splitting it with tax-free, tax-exempt or separately-taxable entities. Let me give you an example. If I have a C Corp and it makes a bunch of money, great, that's not income to me. I don't want to pay myself a whole bunch of money and make whatever my other business is that is or where I'm going to meet the threshold taxable because I'm losing that 20% deduction. Let's say I have $200,000 coming in. As an individual, I can get some donations and deductions into a retirement plan and I get myself underneath that $157,000 and I have another $200,000 in C Corp that I pay myself. If I leave the $157,000 as is and I don't take any money out of the C Corp, I'm going to get a 30-something thousand dollar deduction. It's just going to come off the top. It's a 20% deduction so almost like I spent. If I took the money out of the C Corp–and, by the way, that C Corp is a flat 21% tax rate now so it's going to pay 21% so it's not horrific. If I paid myself that money, I push my taxable income over the threshold, now I get 0 deduction on my qualified business income. That's why it's important. If it is not a special service, then those thresholds trigger something else. It takes us to an area where we can write off up to 50% of the W2 income or 25% of the W2 income for the business plus 2.5% of the assets. Jeff: No, you're right. I'm just jumping ahead of you. Toby: Yeah, so what we're looking at, then, is you better have a regular business that actually has salaries. If you, for example, as a sole proprietor, single, are making–what would be a good example–$200,000 and you're over the threshold, you're phasing out, you'd have to go to the second test. You're over the 157 and the second test is now pushing you at 50% of W2 wages, and you have zero so your deduction is going to be zero. You're going to get literally nothing. You might get a few dollars because you're not quite at the 207, which is the top line of the actual phase-out so you'd be phased out about 90% plus of the benefit. Now, let's say you converted that sole proprietorship to an S Corp and, instead, you paid yourself a salary, so same situation, $200,000. Let's say I paid you $75,000 of salary. Then, the QBI or the monies that's flowing through is actually the net income and net profit, so you'd subtract the 75 off. It would be $125,000. You compare 20% of that number, which I should grab the calculator, whatever that number is. Jeff: It'd be 25,000. Toby: Yeah, 25,000, and we would compare it to one-half of the W2 income, which would be 37,500. You'd get the lesser of the two. You'd get a $25,000-deduction just because of the type of entity. That's the one I have to do. Somebody just said, "I have almost 300K in real estate and other income. Is there anything I can do?" A single person? Yeah, there's something you can do because, remember, it depends on whether you're special service and then it depends on the business, and there's one last thing: It always comes down to your taxable income. "What other ways can I use to control my taxable income?" The most obvious is I split it with a C Corp, I give it to charity–and it could be my charity–or I deduct it by putting it into a tax-deferred retirement plan. For example, same situation, I'll use the $200,000 and they do a 401K. They put a husband and wife each–they're under 50. They each contribute 18,500–or, actually, the example I used was a single person so I would have to say I put 18,500 and in, and they get a 25% deduction on the 75,000. They would put in–again, I'm using crazy numbers so what would that be? About $18,750 or whatever that is–around under $19,000. I can put, in essence, about $37,000 right into the 401K, and that reduces my taxable income. The taxable income goes from 200 down to almost the threshold, and now I don't have to worry about it. It makes my life so much easier. I'm just going to get a nice big, fat deduction and I'm happy as a clam. That's how this stuff works, but if you don't do it before the year ends, you're toast. This is going to be my–this is why you need to have some sort of somebody doing tax planning. How do I get the 20% deduction from the new tax act? Very deliberately. You make sure that you have the income flowing under your return and then you make sure that, if there's a disqualifying factor that would cause you to lose it, that you look and say, "What's better? To just walk away from it and not worry about it or would I be better to take a couple of actions to allow myself to take advantage of the deduction?" It's a freebie, guys. If I make $20,000 in real estate, that rental real estate–that's my net after all my depreciation–I get a $4,000-deduction. I'm only recognizing 16,000 under this taxable income so that's a nice little benefit especially if I'm a high-income person so that's what I'd be looking at. Jeff, do you want to do this one because I'm […] barding the answers again? Jeff: No, that's alright. "When you make a contribution out of your own account to your LLC as a member, are you taxed on contributions that you contribute to the LLC?" No, actually, you're not. That is a contribution to an entity that becomes your capital, your owner's equity–we can call it a lot of things–your owner's capital in that company. That's actually money that you can take back out also tax-free assuming that you haven't used it up to recognize losses or maybe other things like that. Toby: We get that a lot. I'll give you a real-life example. Some guys were doing a syndication on apartment buildings and they were telling people, "Hey, we're going to return your capital out of the profits and you're not going to have to pay any tax on the money that you receive up to your investment." I said, "Hey, that's not really the case." Here's how it works: I can always get back my contribution, and it's tax-neutral; it means nothing. If the company makes zero, no profit, it can always give me back my money and I pay no tax, but if the company makes money, I'm taxed on my portion of that gain no matter what even if they're giving me extra. I was like–what they were doing was they were saying, "Here's a little thing. We'll make some profit. We'll just give you your money back. You want to pay tax on it?" I was like, "No, that's not how it works. You actually have to pay tax on the profit in proportion to your ownership, and it's a little bit funky." Jeff: This is a case that, sometimes, we see where a client will tell us, "I had deposits of $100,000 into my business," and what they fail to tell us is that 50,000 of it was their own money. We want to make sure that we're able to differentiate what the owners are putting into the company versus what income they're making in the company. Toby: There's a couple of questions. Somebody says, "My head is spinning." We do record this. If you're platinum, you're going to get a recording of it in your little platinum area. Somebody asks, "Is this pre-recorded?" No, it's not. We're doing it live but I'm answering the questions that people have emailed me first and, yes, we have about 50 questions that are in the queue that we're going to go through here in a second. Jeff: We don't have a three-second delay or anything? Toby: No, I don't think so. I could give you a 10-second delay. All right, "What is the best business structure recommended against asset, structure and personal protection?" I don't know what that means. I'm going to assume they mean to protect the business–for a Multi-Family Home Investor acquiring and holding rental properties, especially if working as a team member with other investors? Here's what I'm going to say: Anytime you have a passive activity–that is, when you buy the property or the cash flow and the appreciation–you're going to want to use a passive entity, meaning an LLC taxed as a partnership or a limited partner. Don't do anything else. That's it. There's maybe some really weird exceptions but I'm going to say, 99% of the time, you're going to end up using an LLC, and it's either going to be disregarded even if you have other people in or it's going to be a partnership. If anybody does anything differently, they're doing some weird stuff. If you have other investors, then it depends on your relationship with those investors. I'm not going to going to get into securities, Reg Ds and all that but, generally speaking, you're going to have it taxed as a partnership, but the most important consideration is always going to be control, who has control of that entity, because that's who decides what's distributed. That partnership agreement or the operating agreement of the LLC is really going to be important. You do not want to do this stuff half-arsed. You want to make sure that you're actually really addressing this stuff. At Anderson, we tend to be very protective of the manager, meaning we want you to have control. If it's your project, we don't want people to force you to do stuff and, on the flip side, if you're investing and you're a client, we're always going to say, "You don't want to be forced to kick in more capital against your will." Those are the things we always look at. Where does that one go? Here we go. "What is the best way to set up QuickBooks when I have a Wyoming–" and this is going to be so you, Jeff, because Jeff loves QuickBooks. "What is the best way to set up QuickBooks when I have a Wyoming Holding LLC with several other LLCs holding real estate in various other states?" I'm going to draw this. There's my Wyoming LLC. It's either going to be a 1065 or disregarded, and it holds all these cute little LLCs in other states. Let's say this is Texas LLC, Washington LLC, Nevada LLC, Georgia LLC, and they're all going to flow up to that Wyoming. I want to keep my books straight because, if you know QuickBooks, they will sell you QuickBooks for this one, this one and this one. You'll end up with four sets of QuickBooks and you'll drive yourself crazy. What do you do, Jeff? Jeff: Here's what we like to do: We like to create one set of books with the Wyoming LLC at the top being the primary set of books. Then, what we do is what we call a classified income statement where each of these four LLCs below the Georgia, Nevada, Washington and Texas where they're all kind of their own set of books within your Wyoming LLC books. All this income is going to flow from those bottom four up to the top one anyway and, while we need to keep the entities separate so we can report them that way, ultimately, what we're reporting is what's coming through the whole kit and caboodle. Toby: Yeah, we only need to worry about setting up QuickBooks for this guy right here, and then we set up these guys as classes. All that means is we have one set of books. Jeff: Yeah. You can still pull an income statement for your Georgia LLC or your Texas LLC to see what's just in that but, all in all, you still have one set of books. It makes it easier and you don't have all these inter-company transfers that you have to track. Toby: Oh my god. I'll tell you, we're horrible on that. He's giving me the look. See, here's the problem, is if you have different companies with different sets of books, you've got to close out the previous sets of books and then open up the new company. It's a process and it takes a few minutes and it's really annoying when you're trying to enter stuff into it. It's going to save you a whole bunch of time to use one set. Jeff: Yeah, then you don't run into things like, "Well, I transferred money from Georgia, the taxes that I did it, I record it in both companies." When you record them on one, you end up re-recording it in both. Toby: Yeah, and there's some fun stuff. Some of them just ask for a basic QuickBooks question, jump in the line. It's hard to set up classes in QuickBooks, not horribly, but if you don’t want to learn–QuickBooks is one of those things where you're going to spend some time with it. You just have a bookkeeper do it. Anderson does that if you want. All right. If you have questions–you guys, I know you do because there's a ton of them already in the little queue here. Here's how it works: If you want to ask a more detailed question, if you have a question that you didn't hear answered on the webinar, you can just email them on in to webinar@andersonadvisors.com, and, that way, we can put it in that queue and we can answer it just like we just did. We're going to break those out. Those will be separate little videos, each one of those, so that you get your answer. Somebody was saying, "My head was spinning about 199A." You can go back and listen to that. Better yet, you can come to some of our other webinars or come, actually, to the Tax-Wise Workshop and we go through this stuff. Spend some time with us. If you invest a little bit of time in taxes, it will pay off in spades. Other questions–some people just answered this stuff. "Can you go over the tax forms for 501c3? Jeff: There's a couple of forms for the 501c3. To apply the BF 5O1c3, there's what's called the Form 1023. It's the application to be an exempt charitable organization. Then, there's several different yearly recording forms. The 990 is the primary one where you report, among other things, what your income was, what your balance sheet looks like, your plan, your purpose, who you've dealt with. What were you going to say? Come on. Toby: Basically, if you're making less than $50,000 in your 501c3, you're doing a 990 post-note card. You're just doing a real basic here. Literally, it looks like a postcard. Jeff: They don't do that anymore. Toby: I thought they're still– Jeff: All these old people still call it postcards, but it's a… Toby: They do that in the 10… Jeff: But it's a 990N and it's filed electronically. Toby: Yeah, I know but it's the same thing. Jeff: It's still close. Okay. Toby: It's a postcard. Oh, my god. Yeah, you do it electronically now but it's really simple. You go above that, then you're going to be filing a little more detail. You get about 250, you're filing very detailed. Never do it yourself. Just hire an accountant to do it, and those guys–we do them. They're not horrifically complicated unless you have a huge void that everybody's taking money. You go American Red Cross, you can go look at the actual tax forms that everybody files because they're all public record. You can go in there and take a look at anybody and see just how complicated it is. What you'll realize is that the more the stuff they're doing, the more complicated it gets, and not doing ton it is pretty simple. We have ones that are $5 million non-profits and it's a few pages. Then, you have ones that are $1 million but they've got everybody and their mother with their hands in the thing, and you're doing a lot of reporting. That one might be more complicated. If you're a church, you don't file anything. If you're religious and you're a religious organization, you don't file anything; you file zero tax forms. Jeff: When you have an accountant do these 990s for you, they're going to ask you a lot of questions because there's a lot of questions on the form that they don't have the answer to, basically about what it is the non-profit does and things like that. Toby: All right. "If someone has rentals in their–" basically, again, if you have those tax forms, this is one other thing, is that's the tax compliance on an annual basis. If you're setting up a 501c3, you are doing–more than likely, 501c3 is an application called a 1023. If you're doing a 501C6 or some of these others, that's a 1024. Jeff: Wow, I'm impressed. Toby: Yeah, sorry. It's stuck in my head. Those are the applications for exempt status. Your business, your non-profit, is in existence and it's considered exempt from Day 1. Even though you haven't gotten your exemption approved, you actually have 28 or 29 months to get approved, and it relates back to the day that you started. You can actually do a 501c3 and be up and running in a matter of weeks if you want to. All right, from Lisa: "If someone has rentals in their self-directed IRA, how is it impacted as far as unrelated business income tax (UBIT) and does it make a difference on the number or dollar amount?" You want to do this one or would you like me to? Jeff: Why don't you do this one? Toby: All right. Self-directed IRA and it has real estate? You have no UBIT if it's just rental. That's not unrelated business income tax. Unrelated business income tax is when you're doing an active business inside an exempt organization, inside an IRA, or church, or something else, and you're running a mini-mart then they tax you on it because it's unrelated business income so not related to your exempt purpose so they tax you on it. Passive income's always going to be–I shouldn't say "always"; it's almost always exempt. I guess there's possible–if you have some royalty stuff, it's possible, if you're advertising, that the exempt organization tax, but for your IRA for rentals, don't worry about it. Here's what you worry about when you're doing an IRA with rentals: It's usually the case–this is what we've seen–is that people will oftentimes want to lever that real estate. In an IRA, you have something called–I'm just going to blank on it–unrelated debt financed income. There we go, UDFI. Unrelated debt financed income means–or just call it debt finance income–the portion of the profits that are coming from the debt. If I have a piece of property, I have a 50% loan on it, then 50% of its income is going to be taxable to the IRA. It's not allowed to have that type of loan and not pay tax on it. A 401K is allowed to have that type of loan, and it doesn't pay tax on it. It's one of those weird things where you're like, "Hey, should I be an IRA or 401K?" More often than not in our world, you're going to want to be the 401K. It has different rules, and one of the big ones is the ability to use debt. Now, here's something for you. I think I had poll questions on this. This is fun. I'm going to send a poll out to see whether you guys are listening. You guys can answer this, and what it is, "Can I have recourse debt in a 401K or IRA?" Let's see about that. Isn't this kind of cool? Jeff: It is cool. Toby: We're going to see whether or not you can have recourse debt in a 401K or IRA. For those of you who don't know what recourse debt, recourse means, "I can go after you. I have recourse, and I can go–" basically, a personal guarantee, personal guarantor. We got a lot of people voting. I will share the results with you once we're there. Jeff: What if Lisa is flipping instead of renting in an IRA? Toby: Then, we don't have any cases on it. Jeff: Great. Toby: What we always say is do five at a max. Here's the thing: If you disqualify an IRA, the whole thing's disqualified. What I want to do is if I'm flipping in a self-directed IRA, I want to make sure only that money is in that IRA so if I have a disqualifying event, it's only for that one little IRA. So, I may have two or three IRAs. Good news: People are listening. That's always good news. We have about–50% of you guys voted. I'm going to go ahead and close this thing in about a few seconds. Let's see. There, I closed it and now I'm going to share it with you. Do you want me to tell you the answer? You cannot have recourse debt. 36% of you guys just disqualified your plans, and you have a 10% penalty plus it's all taxable. Sorry to say that you just destroyed your plan, but you cannot have recourse. This is half the fun. What's the next question I could ask you? I could throw up another poll at you. Let's see. Get out of there. Let me see if I can do this. All right, what's the next one? Here's a better one: Now that you know you can't have recourse debt, I'm going to launch a new poll. "Can I have non-recourse debt in an IRA or 401K?" This is where accountants and tax lawyers have– Jeff: Disagreements? Toby: No, this is where it's so much fun. Are you kidding? Let's see. Somebody's saying, "No." What is non-recourse? Non-recourse means you can't hold the person responsible. There's no personal guarantor. You can only go after the property so the property is truly asset-based lending. There's nobody on the hook for that loan if it goes south. A typical non-recourse loan in a plan–this is kind of cheap because it's going to give you the answer–is they're going to look at the other plan assets and so they're going to secure the other plan assets. They're going to make sure that they're not over-leveraged. In other words, they're not going to give you a 99% loan to value; they're going to give you a 60% loan to value or 50% loan to value. We'll see if you guys still get the answer even though I just basically gave it to you. This is fun. I'm just going to stop this one and I'm going to share it because the numbers are pretty done. It looks like 86% of you said, "Yes." Can I have non-recourse debt? 86% of you are correct. You can have recourse debt. Here's the trick: In an IRA, that non-recourse debt creates debt finance income so you have to pay tax on the portion that you're making but it doesn't disqualify your plan. In a 401K, you do not pay the debt finance income, and some of you guys are not too pleased with me for that, but I'm getting giggles out of it. That's enough with polls. I could have polls all day long and we would have a lot of fun. Last one: "I hold some assets in LLC–"and, by the way, this is the last one from people that have shot it in but it says, "You don't pay tax until withdrawal, correct?" No, if you have debt finance income, you're paying it in the year in which the debt finance income–you actually file a 990 T. You actually have to report it. "I have some assets in an LLC that is a day-trading entity." You're brave. "If this generates sizable profits–" I just love traders. "What options are out there to re-distribute funds from one LLC in several entities to the separate investments?" You can always move–if it's yours, it's like–an LLC is a safe so I can always move it from one safe to another, no tax implication. This is one of the questions we had earlier. I can always put money in, take it out. Somebody was talking about an opportunity zone. The opportunity zone's awesome. It's where you take capital gains and invest them in the opportunity zone. It's actually called the growth opportunity zone, and you defer the tax on that income. The max amount you can defer that tax is until 2025 right now. Then, you get a portion of that as non-taxable. Then, the growth–if you leave it in the opportunity zone for 10 years, all that growth and the gains on the investment itself are tax-free, and that's pretty interesting. Growth opportunities, we'll be talking about that as they give us more information. Somebody says, "Can you take the poll down?" I thought I did. I'll make sure polls, hide. There we go. Sorry about that, guys. Everybody's telling me, "Flip off the poll." I'm flipping it off. I like your opportunity zone discussion, and think about a bank, and loan out funds to other LLCs you use. You could do that. Then, it's interest unless it's all you. In which case, you don't charge yourself interests. "I am told that funds in an LLC are much like funds in a savings account. I pay taxes on the gains my funds make, and funds can be withdrawn at any time." That is true as long as it's disregarded or taxed as a partnership. I want to make sure that we're very clear. LLCs that are partnerships are disregarded. Yes, you can do that. If it's an LLC taxed as a corporation or LLC taxes in S Corp, little bit different. An S Corp probably has a huge difference. Jeff: Yeah. You can even pull securities out–even if it's a partnership–pull securities out and put them somewhere else. Like what Toby's saying, if it's an S Corporation or corporation, if you pull securities out of a corporation, you have to recognize gain immediately. Toby: It sucks. Appreciated assets is considered wages, right? Use an example here. Jeff: We had a client who had a couple of $100,000 of securities in a corporation, wanted to move it somewhere else, and we tried to explain to him that if he pulls securities out that are now worth 250 and he's only got a basis of $100,000, he's going to have capital gains of $125,000 in that corporation. The corporation will pay gains and then, for you to take it out, that's got to come from somewhere else, so either a salary, roan repayments or dividends. It doesn't work out well. Toby: No Bueno. The other one is people that real estate in an S Corp and then they need to take it out to refile it or something. All that appreciation is wages. It's horrific and so we have oftentimes say, "Hey, if you're going to do this S Corp, it's cool." The capital gains still flow down to you; it's just that you can't take it out. You've got to leave it in there. Jeff: Can we  re-running into that more and more where the banks are running to take it out of the LLCs and stuff? Toby: They got horribly hosed during the downturn of people doing weird stuff. What happened is I would do a financing in an entity. Say I'm the owner, and then I would sell Jeff my ownership and the entity and the bank had no idea that I'm no longer the guy that they were dealing with that they gave the loan to in their mind and had sold his interests. They had no idea. One day, Jeff comes back in and says, "By the way, I'm the owner of this LLC, not the guy that you loaned the money to." No Bueno. They don't like that. All right, we got a lot of questions to go through so if you have questions, you can always email them in. I'm going to start going out through these things, and we have questions from almost an hour ago. People were asking questions before we even started. "I did a cash-out refinance from my residence to invest in private lending or to buy rentals. California only allows 150,000 to deduct interest expense for residence." That's actually the new federal rule. "For the portion that is more than 750, can I deduct the interest as investment expense?" All right, so here's the rule–and, Jeff, I'm [...] barding, but I deal with this stuff all the time. Your new limit is–unless you owned your house prior to–during 27 and perhaps during the first quarter of 2018 if your loan was already in process before December 15th of 2017, don't try to remember this stuff; just know that if you're in that weird period, you may qualify, then you're up to a million, but it has to be for acquisition indebtedness. Acquisition indebtedness means, "I bought the house," or, "I improved the house." That's for the mortgage person to be deductible on your Schedule A, which is your itemized deduction. If you're using the money for something else, then it has to be deductible on that something else. For example, if I am buying rental real estate, then the interest–you'd be writing off the interest on your Schedule A, essentially, against the income from that rental real estate. You are no longer writing off your mortgage interest personally as the individual residing in it; you are now writing it off as part of an investment. Anything you wanted to add on that? Jeff: No. If we're talking about buying a piece of investment property like you're just going out and buying more land, hoping that it'll go up in value, then it would be considered investment interests and go back on Schedule A. Typically, we want to keep it–if it's in a business interest or rental property, something like that, we want to keep it there. Toby: Again, the Canadians have been dealing with this for a lot longer than us guys. You cannot write off interest if it's not for your home in Canada unless it was used for an investment. People actually have to go re-file their houses, they get all the cash they could, pay down their house, re-file it so they could show that they used it for an investment so they could actually write off the interest. I think it was called Scotts transactions. It's weird. Hey, I'm not Canadian. This is another question: "Say I deducted a newsletter subscription in 2017 but received a refund for it in 2018. Do I need to add this back as income in 2018 or no?" If you wrote it off and it means your basis is zero, give you the money back, what does that sound like? Jeff: Income. Toby: Income. It is income. At the same time, I see people saying, "Hey, what if I reimburse myself from my cell phone out of two companies?" Now, each reimbursement represents–I said, "Well, you can reimburse yourself up to your expense. Anything above that is income so it becomes taxable." Fun stuff. Yes, you would report it, but only–your cash basis tax first. You report it in the year that you received the money back. "You've saved me so much money. I call y'all my friends." I love that when I get stuff like that. That's not really a question but I'm going to repeat it because it's better than, "Flip off the poll." Not that I had too many of those, but I had a few. "Can I write off costs for rehabbing out of the country?" This sounds like something for Jeff. Can you write off? US taxes. Jeff: Yeah, you do have investment in another country. Toby: Worldwide profits, baby. Yes. Jeff: If it's income-producing property, you're going to be reporting that to the United States. Any expenses you have on that property will go towards that also. Toby: If you're rehabbing a property, it sounds like dealer activity and active business. I may be little interest–I probably want to be looking at structures in the Bahamas if that's where it is. I'd be looking at something that's taxable there so you don't get into treaties and all sorts of fun stuff. "Do I have to pay $800 off the top to the franchise tax board when we start our corporation?" Jeff: No, California has an exemption to corporations that are first year only. Toby: Yeah, and that $800–this is, if you like tax cases, there's Veritas 1, there's Veritas 2, there's Northwest Energetic Services, there's Bakersfield Mall, and they're all versus your friendly–what is it called? Not the franchise tax. No, it's whatever. I forget what they're called. Jeff: We know what it's called. Toby: Yeah. Anyway, I'll remember it as soon as I could. I'm trying to think about it, but they keep suing the Board of Equalization, the BoE. It's $800 and they say that's the minimum tax, but they say, really, it's a fee because if it was a tax, then it'd be an unconstitutional tax because it's not attached to the income. They keep trying to call it a fee. They lose and then they change it a little bit and they lose again. That's just an aside. California is kind of evil. "We live in Washington. We have a Nevada C Corp which fully owns a watch and LLC and employs the kids. What are the recommended strategies to optimize for college tuition?" Wow, so you're doing a great thing. You are going to run them through payroll. When you're applying for things like scholarships, if it's going to be based on income, you're going to show that income. You're going to show those returns, but those kids should–most of that income is going to probably be underneath the standard deduction. Right now, it's $12,000. They're going to pay zero and they're going to pay very little on any amount over that. Plus, if you're smart, you're putting some of that money in a Roth IRA and they're never going to pay tax on that. It's smart to do this with your kids. If I paid tuition out of my tax bracket, it's coming out of my highest tax bracket. If I'm in the highest tax bracket, that's 37%. If my kids pay for their tuition and are working for the company, and they have to do something, then they pay at a third tax bracket, which, quite often, is zero. I do this with my own daughter. Last year, I think we paid $500 in taxes total for the year when it cost me $8,000 if I was doing it, but she has to do something. She has to actually work for the company and do stuff for the company. Other stuff you could do to optimize is dump it into–defer it into a retirement plan. If you want to do a 401K, they can put the first 18,500 of their income and they can defer it. You're still reporting it. I'm not sure it'll have an impact on scholarships or not. I have not seen it have much of an impact, but that's what I'd be doing, is the benefits far outweigh anything with this on the scholarship side. It is huge. Here's one: "I lent money to a real estate flipper. She gave me a promissory note, but it was not recorded with the deed of trust. Now, she is in default. Can I foreclose?" When you loan money to a flipper with no deed of trust, that's called a gift. I'm just kidding. You need to make sure that you're documenting it. You cannot foreclose until you actually file your secured interest. You got to have it filed and then, yes, you can actually start foreclosure proceedings if you want, if they don't pay it. You definitely want to make sure that, when you're giving notes–there's something called "first in time, first in right". You want to make sure you know it's recorded and you have your deed of trust against that house. Otherwise, somebody else could go slap theirs on first. There's also places where they get priority. In Nevada, for example, the HoAs get super liens. They actually step in front of the primary lender. It sounds weird but it's true. You want to make sure that you're documenting your loan and covering yourself as best you can, make sure that you're getting a personal guarantee and, if they have any other assets, you may want to slap a lien on those, too. All right, "With a new company, there's quite a lot of expense reimbursements. Since I don't have a lot of revenue yet, I haven't paid it back. Is it okay to carry it over a year or should I go ahead and pay it back even though I'm still in the red?" Jeff, this sounds like you unless you're zoning out there. She has a new company, she has lots of expenses, she doesn't have any money that she's made yet, so should they pay it back, carry it forward? "Can I pay myself, reimburse myself in the future year?" The answer is yes, you could reimburse yourself whenever. The question really becomes, "Do I want to capture all my startup expenses in the first year?" Jeff: Yeah, I think you do. You want to capture as many expenses as possible even if you're not getting directly reimbursed right away. Toby: Yeah, you have two choices whenever you fund a company. You can fund it with your cash and then it's going to have a loss and it's going to carry that loss forward if it's a C Corp. If it's an S Corp, you can actually take that loss. I've contributed $20,000. That's my basis and it loses 20,000 and, technically, I'd have a $20,000-loss with an S Corp. Usually, we're seeing this in C Corps, and you just carry it is a payable and a receivable. It's payable to you, you would say, "Hey, it owes me some money. It's kind of like this." I always use Krispy Kreme in my examples. I go out for Anderson and I bring in 12 dozen Krispy Kreme for a meeting or something, and the others say, "Hey, I'll pay you back but we don't have the money right now." It doesn't mean that it goes away; it means that I'm sitting there, waiting for them to pay me back. If they pay me back in two years, all it means is they can't write that off as a deduction until they pay me back so they're not going to have a loss if I'm carrying it as an IOU. If I give them the money to buy the doughnuts and they buy the doughnuts, they get the loss right away even though they haven't returned my money to me. They could return that money to me at any time. For me, it's always going to be tax-neutral. "Do I need to be on payroll with my real estate income or can I just take distributions from my LLC?" This is regarding Trump's 20% deduction on the plan. If it's investment real estate, you never have to take a seller as long as it's rental real estate. If it's flipping and it's in an S Corp, then you would have to take some salary if you're taking distributions. I don’t want to twist it. This sounds like it's just an LLC with rental property. You do not have to take it. The 20% is for 2018 onwards. If they think that it has a sunset clause, the end of 2025. Is it the end of 2025 that it ends? Jeff: Yeah. Toby: Yeah, so 2025. Here's a really long one. Boy, this is a really long one. Let me see if I can condense this. "I have a Wyoming LLC that is the sole member of a second LLC that is disregarded entity. I funded the Wyoming with 8,500 and the Wyoming funded the other bookkeeping QuickBooks balance sheet shows an owner equity 100% of 16,500. This is offset a balance sheet with capital contribution. While this does end up with net equity of 85, it gives the impression of the equity, which is incorrect. Is there a different way of handling?" Do you see what they're doing? Jeff: This is what we call–anytime you have combined financials or tax returns, you're going to have a–you may have a payable from one to the other where you've lent money to the other company, but when you do the combined financial or tax return, this is what you call an eliminating entry. If you lent $8,500 to one, those two entries are going to offset each other and it's going to be zero on your tax return. Toby: He's looking at it and saying, "Hey, they took the eight that I put into the second and added it to the 8,500 that I put in the first," and it's only 8,500 and then 8 went to the second LLC. Jeff: Yeah, I think you just need to clarify that it was the same money that– Toby: We're doing it and we'll take a look at it. We'll grab that name and, when we can, I'll print this out. "Can SMLLC, single-member LLC, disregard an entity under an MMLLC, which is a multi-member LLC taxed as a partnership, be converted to a single, multi-member LLC taxed as if–" you guys are killing me, "And would the tax changes be implemented?" What you're really saying, Billy, is, "Can I spin off a single-member LLC, make it into a multi-member LLC and change it to an S Corp?" The answer is yes. We just have to make sure that we follow the S Corp rules, which means there's got to be natural persons owning it, resident aliens–if it's somebody from out of the country, that they reside in the United States in certain trusts and even certain single-member LLCs. All right, to the question about–this refers to qualified business income. Sorry for lack of a better–no, Janet, you've already got it. "Since rental real estate is included for the 20%, are you also required to be a rep for that to be true?" No. You automatically get it. "High-tech network engineer, does it qualify as special services?" If you're not a network engineer and it's just you, then I would say probably yes. If you have a company and it's not so much you but your company has its own–like it's lots of people and it's just known, then the answer is no. Then, you're not. Jeff: Yeah, there were some specific carve-outs. I think the architects got a carve-out of this, but there's a few industries that have been specifically exempted from those specialized industries. Toby: I'm not sure but software engineer–I would say that if it's just you, chances are going to be under the special services. "When I file taxes, the taxes for the rental property show up on my tax showing a schedule form that is Schedule E. I almost $300,000 with my real estate and other income as a single woman." I think we already talked about this one. "Is there anything I can do to reduce my taxable income?" Yes, Janet, you can make contributions to qualified retirement plans. You can make contributions to charities, including your own. You can make contributions to C Corp if it has a business relationship. There are lots of things you can do or, if you have anybody that you need to pay salaries to like kids or somebody that's working with you, that would be something else you could do to lower the taxable income. "If you were writing out another slide, it's not showing up on my computer." Sorry, Sir. I think that's where all they go. "What about an IOL as a tax-deferred compensation for my property management income?" That would not work. An IOL is tax-neutral although you can do tax-deferred compensation where it's taxable to the entity and it's not taxable to you under certain circumstances. If I do tax-deferred income like, "Hey, I'm taking deferred compensation," I need to be at a losing. Usually, non-compete is going to be the thing that makes it work. We use these especially in the non-profit world where somebody says, "I don't want to be paid; I want to work, but I do want to get paid eventually for all the work I'm doing now. Rather than pay me this year, pay me when I'm 65 and maybe I wipe it out or not, but as long as I have a non-compete with that–" it's saying, "Hey, basically, if you go work for somebody else in a competing industry, you lose all that deferred compensation." You should be good. "I purchased a new computer that cost less than $2,500. Is that a straight expense in the current tax year or some weird depreciation thing?" Dean, it's called a Section 179 deduction. You can buy up to $1 million, you're good. You can write it all off. Otherwise, that would be depreciated. They also have 100% bonus depreciation, so we're going to catch it no matter what. Bonus depreciation is, if it's less than a 15-year property, you can write it off this year. You're not required to. Somebody says, "Is 199A or that 20% a 20% tax deduction or a 20% reduction?" No, it's a 20% deduction against your qualified business income. The net effect could be much more than 20% depending on your tax bracket. If you're not in a high tax bracket, then the net effect won't be huge. If I'm in the highest tax bracket in a state that's taxing me where I'm at 50%, that 20% deduction could be worth a ton. It could be worth significant amounts especially if I'm in a company that's not a specialized service and I meet the requirements. I could have hundreds and thousands of dollars of qualified business income being exempted, and that could be worth hundreds and thousands of dollars to me from a tax standpoint. We already did this one. Somebody who had their spinning left. You can go in bite-sized pieces, guys. We're going to break these things down, and I understand that we're going through fast, but that's half the fun. We're not dwindling around here. "My self-directed IRA received a K1 for net rental loss for a passive investment of $50,000. Do I need to file a 990 T to show loss? Does the IRA custodian sign the return or can I sign?" Jeff: Here's what happens: If your IRA is a partner in a partnership, that partnership is required to issue a K1 to all of its partners. That doesn't mean you have to do anything with the K1 in your IRA. You're not going to recognize any taxable income until you actually start taking money out of the IRA, especially since this is a rental property we're talking about. Toby: Cool. Hey, this is a really good one. By the way, if you ever do a 990 T and it says self-directed IRA, your custodian does have to sign, and they like to charge you for that. "401K, 401K." "I have a C Corp with accumulated losses and would rather close it than repurpose it. Is there a way to direct the loss of my personal taxes? Is it possible?" The answer is yes. It's called a 1244 election. It should have been made when you issued your stock. If Anderson did your C Corp, we already did that because I do it with every single corporation. You can then write off as a single person up to $50,000 or up to $100,000 if married, filing jointly, and then it could be used to offset even your W2 income. Jeff: Going back to one of the earlier questions, this is one reason we want to start recognizing reimbursements and stuff as early as possible to establish those debts to you early on. Toby: Yeah, I had this happen and we actually had–the one time this was ever audited was because this accountant refused to give him a $67,000-deduction. It was one of our clients who was a trader who was ready to launch and go into his business and then his employer made him an offer he couldn't refuse and gave him a whole bunch of our money. He took a $67,000-loss. He had never made a dollar in the corporation. We went under audit. We won. Yay. It took two seconds because it was a single letter and we gave him the law, and it's a statute. The IRS is just a policing agency. If there's a statute that's clear, they don't sit there and fight with it. I think it was a $38,000-reimbursement–what do you call it–refund. Awesome first-timer. We love first-timers. Thank you for joining us. "I want to receive an invite, a reminder to a different email." We can give you that. You can always use this when you register for the Tax Tuesday. Just put in your other email. "Interested doing sandwich lease options. What is the best business structure and what document can you provide to protect myself from sellers suing me if a tenant or buyer stops paying rent or if a tenant or buyer trashes the home?" That's a tough one. You're literally leasing it and then re-leasing it with the right to buy. Let me think about this one. How am I going to do this? I'm going to be doing that through an entity. The way you protect yourself is to keep very little amounts of asset in that entity so that if you're sued, it's not you; it's the entity itself, and the entity doesn't have much to lose. That's a tough one. I tend to stay away from stuff like that. I want to buy the property and then you do a lease option in an LLC. Jeff: Make sure you have insurance. Toby: Yup, make sure you have insurance, too. That could happen so the tenant trashes the place and somebody else says, "Hey, wait a second." That's why there's always risk. What you do is you just keep it to a low. "Is it hard to set up classes in QuickBooks? Does Anderson do this?" It's not hard and, yes, we do it. "How long does it take to set up a class in QuickBooks?" Jeff: No, you'd have to ask bookkeepers. Toby: Jeff's such an accountant. Yes, it's actually very easy. Jeff: Actually, the bookkeepers are really good at it. They do it all the time. Toby: It's literally all you're doing, is setting up another class. It's almost like a revenue class so you might have revenue that comes in from plumbing and then selling products in your plumbing business and then, "Hey, I have one that's a consulting," and that might be another class. It literally takes two seconds. "What if the Wyoming LLC owns a C Corp which owns an LLC?" I don't know what that means, but what we mean is–I imagine for the 199A. We're just going to look at it is the C Corp owns an LLC that's not going to be qualified for the 20% deduction. The LLC that owns the C Corp, if it's doing other activities, might qualify for the deduction. Here's the problem: In the qualified business, the part I didn't tell you about is what is qualified business income. Dividends, interest, capital gains are not included in that definition so if you're issuing interest from a C Corp to the LLC that flows under your return, you're not going to be getting the 20%. "If you set up QuickBooks with a single entity and use class as a separate income, can you also print a balance sheet by class?" Jeff: Yes, you can do it if the balance sheet is also classified. Toby: Okay. See, we're good. We're getting there. We only have about 200 more questions to go. I'm just teasing you. We've gone through about three-quarters of them. "What is Jeff's last name?" Webb. "I have a rental company. This will be my first year doing taxes. What can I expect to pay on my capital gains? What are some determining factors?" Isaac, if you're a rental company and you're selling–like if you have capital gains, it's going to be depending on whether you sold it within a year or after a year. If it's less than a year, it's going to be ordinary income to you. If it's over a year, it's going to be taxed with either 0%, 15% or 20%. If you make over 250,000, you're going to get to add no another 3.8% and then whatever your state tax is. What are the determining factors? How much you make. If you're married, filing jointly less than 77,000, your capital gains rate is zero. All those things come into it. You can always write us at webinar@andersonadvisors if you want to ask specific questions. "I'm in the process of setting up QuickBooks account for my C Corp. I have a construction business and a hair salon that are DPA-ed as C Corp. I am flipping single-family residents in Wyoming LLC? I have sub-expense and sub-income accounts for those." This is getting long. This one, we may want to answer next week because this is kind of cool. It's talking about sub-accounts. I'm just going to table that one unless you want to jump on it. Jeff: No, I think there were a couple of issues in there. Toby: Yup, "But you don't pay tax until the withdrawal, correct? That was just with regards to the IRA." Steve, you do need an account and, yes, you don't pay the tax until you withdraw, add up in IRA. If you have unrelated business income tax or debt finance income out of an IRA, you'd pay it in the year that it was generated. "Can I set up an entity to receive W2 income and max out top […]?" Yes, but you can't do it out of a self-directed IRA. The reason being is that you are a disqualified person so you cannot do that unless you do something called a ROBS transaction, and that's going to be a major topic for another day. That's if your IRA invests in a C Corp that you set up and there are ways to do it and then you could actually pay yourself, so there. "I recently rolled over a 401K to equity trust IRA account, lending funds to other investors charging interest. Is interest income taxable to the IRA?" No, you can do that all day long, and equity trust is having to sign all your docs. My recommendation would be to set up your own 401K so you can sign the loan documents. Somebody says, "How many times a year can you roll over from 401K to IRA or reverse rollover?" It depends on whether you're doing a direct rollover. Jeff: You can do a trustee to trustee every day if you want, meaning you're going from TDM trade to Bank of America. You can do those as long as it's directly being transferred. You can pull the money out once to yourself once every 12 months, and it's a rolling 12-month period. If I pulled it out today, then I wouldn't be able to do it again until next October. Toby: Somebody asks, "Can I roll individual stock holding into Roth trading account if the current value is under the 550 limit, and how?" The answer would be, really, no; you're going to have to liquidate the holdings, open up a new account in the Roth IRA and then contribute the 5,500. It's a pain in the butt, I know, but I don't make the rules. It's this whole Bank Secrecy Act and all this stuff since they flew planes into trade centers. "Is the old rule dead on personal residences two out of five years?" No, that's still the rule, and we still use it like crazy. That's exception 121. Jeff: Yeah, they were talking about making it five out of eight years, and that got thrown out so it's still the old two-out-of-five rule. Toby: Yup. "Do my startup costs carry over two years if my net was negative?" It's actually 20-something years. Jeff: 15 years. Toby: 15 years now? Nate, you can carry forward your startup costs. Is it 15? Jeff::Yeah. Toby:  "Hey, wait a second. I have an S Corp. They keep charging me the 800 fee ever

Jeff: Welcome back to Emplify, the podcast corollary to EB Medicine's Emergency Medicine Practice. I'm Jeff Nusbaum, and I'm back with my co-host, Nachi Gupta. This month, we're back with our old routine – no special guests. Nachi: Don't sound so sad about it! Jeremy was great last month, and he's definitely paved the way for more special guests in upcoming episodes. Jeff: You're right. But this month's episode is special in its own way - we'll be tackling Electrical Injuries in the emergency department - from low and high voltage injuries to the more extreme and rare lightning related injuries. Nachi: And this is obviously not something we see that often, so listen up for some easy to remember high yield points to help you when you get an electrical injury in the ED. And pay particular attention to the , which, as always, signals the answer to one of our CME questions. Jeff: I hate to digress so early and drop a cliché, “let's start with a case…” but we, just a month ago, had a lightning strike induced cardiac arrest in Pittsburgh, so this hits really close to home. Thankfully, that gentleman was successfully resuscitated despite no bystander CPR, and if you listen carefully, we hope to arm you with the tools to do so similarly. Nachi: This month's print issue was authored by Dr. Gentges and Dr. Schieche from the Oklahoma University School of Community Medicine. It was peer reviewed by Dr. O'Keefe and Dr. Silverberg from Florida State University College of Medicine and Kings County Hospital, respectively. Jeff: And unlike past issues covering more common pathologies, like, say, sepsis, this month's team reviewed much more literature than just the past 10 years. In total, they pulled references from 1966 until 2018. Their search yielded 477 articles, which was narrowed to 88 after initial review. Nachi: Each year, in the US, approximately 10,000 patients present with electrical burns or shocks. Thankfully, fatalities are declining, with just 565 in 2015. On average, between 25 and 50 of the yearly fatalities can be attributed to lightning strikes. Jeff: Interestingly, most of the decrease in fatalities is due to improvements in occupational protections and not due so much to changes in healthcare. Nachi: That is interesting and great to hear for workers. Also, worth noting is the trimodal distribution of patients with electrical injuries: with young children being affected by household currents, adolescent males engaging in high risk behaviors, and adult males with occupational exposures and hazards. Jeff: Electrical injuries and snake bites – leave it to us men to excel at all the wrong things… Anyway, before we get into the medicine, we unfortunately need to cover some basic physics. I know, it might seem painful, but it's necessary. There are a couple of terms we need to define to help us understand the pathologies we'll be discussing. Those terms are: current, amperes, voltage, and resistance. Nachi: So, the current is the total amount of electrons moving down a gradient over time, and it's measured in amperes. Jeff: Voltage, on the other hand, is the potential difference between the top and bottom of a gradient. The current is directly proportional to the voltage. It can be alternating, AC, or direct, DC. Nachi: Resistance is the obstruction of electrical flow and it is inversely proportional to the current. Think of Ohm's Law here. Voltage = current x resistance. Jeff: Damage to the tissues from electricity is largely due to thermal injury, which depends on the tissue resistance, voltage, amperage, type of circuit, and the duration of contact. Nachi: That brings us to an interesting concept – the let-go threshold. Since electrical injuries are often due to grasping an electric source, this can induce tetanic muscle contractions and therefore the inability to let go, thus increasing the duration of contact and extent of injury.

Jeff: Welcome back to Emplify, the podcast corollary to EB Medicine’s Emergency Medicine Practice. I’m Jeff Nusbaum, and I’m back with my co-host, Nachi Gupta. This month, we’re back with our old routine – no special guests. Nachi: Don’t sound so sad about it! Jeremy was great last month, and he’s definitely paved the way for more special guests in upcoming episodes. Jeff: You’re right. But this month’s episode is special in its own way - we’ll be tackling Electrical Injuries in the emergency department - from low and high voltage injuries to the more extreme and rare lightning related injuries. Nachi: And this is obviously not something we see that often, so listen up for some easy to remember high yield points to help you when you get an electrical injury in the ED. And pay particular attention to the , which, as always, signals the answer to one of our CME questions. Jeff: I hate to digress so early and drop a cliché, “let’s start with a case…” but we, just a month ago, had a lightning strike induced cardiac arrest in Pittsburgh, so this hits really close to home. Thankfully, that gentleman was successfully resuscitated despite no bystander CPR, and if you listen carefully, we hope to arm you with the tools to do so similarly. Nachi: This month’s print issue was authored by Dr. Gentges and Dr. Schieche from the Oklahoma University School of Community Medicine. It was peer reviewed by Dr. O’Keefe and Dr. Silverberg from Florida State University College of Medicine and Kings County Hospital, respectively. Jeff: And unlike past issues covering more common pathologies, like, say, sepsis, this month’s team reviewed much more literature than just the past 10 years. In total, they pulled references from 1966 until 2018. Their search yielded 477 articles, which was narrowed to 88 after initial review. Nachi: Each year, in the US, approximately 10,000 patients present with electrical burns or shocks. Thankfully, fatalities are declining, with just 565 in 2015. On average, between 25 and 50 of the yearly fatalities can be attributed to lightning strikes. Jeff: Interestingly, most of the decrease in fatalities is due to improvements in occupational protections and not due so much to changes in healthcare. Nachi: That is interesting and great to hear for workers. Also, worth noting is the trimodal distribution of patients with electrical injuries: with young children being affected by household currents, adolescent males engaging in high risk behaviors, and adult males with occupational exposures and hazards. Jeff: Electrical injuries and snake bites – leave it to us men to excel at all the wrong things… Anyway, before we get into the medicine, we unfortunately need to cover some basic physics. I know, it might seem painful, but it’s necessary. There are a couple of terms we need to define to help us understand the pathologies we’ll be discussing. Those terms are: current, amperes, voltage, and resistance. Nachi: So, the current is the total amount of electrons moving down a gradient over time, and it’s measured in amperes. Jeff: Voltage, on the other hand, is the potential difference between the top and bottom of a gradient. The current is directly proportional to the voltage. It can be alternating, AC, or direct, DC. Nachi: Resistance is the obstruction of electrical flow and it is inversely proportional to the current. Think of Ohm’s Law here. Voltage = current x resistance. Jeff: Damage to the tissues from electricity is largely due to thermal injury, which depends on the tissue resistance, voltage, amperage, type of circuit, and the duration of contact. Nachi: That brings us to an interesting concept – the let-go threshold. Since electrical injuries are often due to grasping an electric source, this can induce tetanic muscle contractions and therefore the inability to let go, thus increasing the duration of contact and extent of injury. Jeff: Definitely adding insult to injury right there. With respect to the tissue resistance, that amount varies widely depending on the type of tissue. Dry skin has high resistance, far greater than wet or lacerated skin. And the skin’s resistance breaks down as it absorbs more energy. Nerve tissue has the least resistance and can be damaged by even low voltage without cutaneous manifestations. Bone and fat have the highest resistance. In between nerve and bone or fat, we have blood and vascular tissue, which have low resistance, and muscle and the viscera which have a slightly higher resistance. Nachi: Understanding the resistances will help you anticipate the types of injuries you are treating, since current will tend to follow the path of least resistance. In high resistance tissues, most of the energy is lost as heat, causing coagulation necrosis. These concepts also explain why you may have deeper injuries beyond what can be visualized on the surface. Jeff: And not only does the resistance play a role, but so too does the amount and type of current. AC, which is often found in standard home and office settings, but can also be found in high voltage transmission lines, usually affects the electrically sensitive tissues like nerve and muscle. DC has a higher let-go threshold and does not cause as much sensation. It also requires more amperage to cause v-fib. DC is often found in batteries, car and computer electrical systems, some high voltage transmission lines, and capacitors. Nachi: Voltage has a twofold effect on tissues. The first mechanism is through electroporation, which is direct damage to cell membranes by high voltage. The second is by overcoming the resistance of body tissues and intervening objects such as clothes or water. You’re probably familiar with this concept when you see high voltages arcing through the air without direct contact with the actual electrical source, leading to diffuse burns. Jeff: As voltage increases, the resistance of dry skin is -- not surprisingly -- reduced, leading to worse injuries. Nachi: And for this reason, the US Department of Energy has set 600 Volts as the cutoff for low vs high voltage electrical exposure. Jeff: It is absolutely critical that we also mention and then re-mention throughout this episode, that those with electrical injuries often have multisystem injuries due to not only the thermal injury, electrical damage to electrically sensitive tissue, but also mechanical trauma. Injuries are not uncommon both from forceful pulling away from the source or a subsequent fall if one occurs. Nachi: That’s a great point which we’ll return to soon, as it plays an important role in destination selection. But before we get there, let’s review the common clinical manifestations of electrical injuries. Jeff: First up is – the cutaneous injuries. Most electrical injuries present with burns to the skin. Low voltage exposures typically cause superficial burns at the entry and exit sites, whereas high voltage exposures cause larger, deeper burns that may require skin grafting, debridement, and even amputation. Nachi: High voltage injuries can also travel through the sub-q tissue leading to extensive burns to deep structures despite what appears to be relatively uninjured skin. In addition, high voltage injuries can also result in superficial burns to large areas secondary to flash injury. Jeff: Electrical injuries can also lead to musculoskeletal injuries via either thermal or mechanical means. Thermal injury can lead to muscle breakdown, rhabdo, myonecrosis, edema, and in worse cases, compartment syndrome. In the bones, it can lead to osteonecrosis and periosteal burns. Nachi: In terms of mechanical injury – electrical injury often leads to forceful muscular contraction and falls. In 2 retrospective studies, 11% of patients with high voltage exposures also had traumatic injuries. Jeff: While not nearly as common, the rarer cardiovascular injuries are certainly up there as the most feared. Pay attention to the entry and exit sites, as the pathway of the shock is predictive of the potential for myocardial injury and arrhythmia. Common arrhythmias include AV block, bundle branch blocks, a fib, QT prolongation and even ventricular arrhythmias, including both v-fib and v-tach, both of which typically occur immediately after the injury. Nachi: There is a school of thought out there that victims of electrical injury can have delayed onset arrhythmias and require prolonged cardiac monitoring – however several well-designed observational studies, including 1000s of patients, have demonstrated no such evidence. Jeff: It’s also worth noting that ST elevation MIs have also been reported, however this is usually due to coronary artery vasospasm rather than acute arterial occlusion. Nachi: Respiratory injuries are somewhat less common. Acute respiratory failure usually occurs secondary to electrical injury-induced cardiac arrest. Thoracic tetany can cause paralysis of respiratory muscles. Late findings of respiratory injury including pulmonary effusions, pneumonitis, pneumonia, and even PE. The electrical resistance of lung tissue is relatively high, which may account for why pulmonary injury is less common. Jeff: Vascular injuries include coagulation necrosis as well as thrombosis. In addition, those with severe burns are at increased risk of DVT, especially in those who are immobilized. In at least one study, the incidence of DVT in hospitalized burn patients was as high as 23%. That’s -- high. Nachi: Neurologic complaints are far more common as nerve tissue is highly conductive. While the most common injury from an electric shock is loss of consciousness, other common neurologic insults include weakness, paresthesias, and difficulty concentrating. Jeff: And if the entry and exit sites traverse the spinal cord – this also puts the patient at risk for spinal cord lesions. Specifically with respect to high voltage injuries – these victims are at risk for posterior cord syndrome. In addition, depression, pain, anxiety, mood swings, and cognitive difficulties have all been commonly described. Nachi: Rounding out our discussion of electrical injuries, visceral injuries are rather rare, with bowel perforation being the most common. High voltage injuries have also been associated with cataracts, macular injury, retinal detachment, hearing loss, tinnitus, and vertigo. Jeff: Perfect. I think that more or less rounds out an overview of organ specific electrical injuries. Let’s talk about prehospital care for these patients -- a broad topic in this case. As always, the first, and most important step in prehospital care is protecting oneself from the electrical exposure if the electrical source is still live. Nachi: In cases of high voltage injuries from power lines or transformers or whatever oddity the patient has come across, it may even be necessary to wait for word from the local electrical authority prior to initiating care. Remember, the last thing you want to do is become a victim yourself. Jeff: For those whose electrical injury resulted in cardiac arrest, follow your standard ACLS guidelines. These aren’t your standard arrest patients though, they typically have many fewer comorbidities – so CPR tends to be more successful. Nachi: Intubation should also be considered especially early in those with facial or neck burns, as risk of airway loss is high. Jeff: And as we mentioned previously, concurrent trauma and therefore traumatic injuries is very common, especially with high voltage injuries, so patients with electrical injuries require a complete survey and not just a brief examination of their obvious injuries. Nachi: When determining destination, trauma takes priority over burn, so patients with significant trauma or those who are obtunded or unconscious should be transported to an appropriate trauma center rather than a burn center if those sites are different. Jeff: Let’s move on to evaluation in the emergency department. As always, it’s ABC and IV, O2, monitor first with early airway management in those with head and neck burns being a top priority. After that, complete your primary and secondary surveys per ATLS guidelines. Nachi: During your survey, make sure the patient is entirely undressed and all constricting items, like jewelry is removed. Jeff: Next, make sure that all patients with high voltage injuries have an EKG and continuous cardiac monitoring. Those with low voltage injuries and a normal EKG do not require monitoring. Nachi: Additionally, for those with severe electrical injuries, an IV should be placed and fluid resuscitation should begin. Fluid requirements will likely be higher than those predicted by the parkland formula, and you should aim for a goal of maintaining urine output of 1-1.5 ml/kg/h. Jeff: With your initial stabilization underway, you can begin to gather a more thorough history either from bystanders or EMS if they are still present. Try to ascertain whether the current was AC or DC, and whether it was high or low voltage. Don’t forget to ask about the setting of the injury as this may point to other concurrent traumatic injuries, that may in fact take precedence during your work up. Nachi: Moving on to the physical exam. As mentioned previously, disrobe the patient and complete a primary and secondary survey. Jeff: If the patient has clear entry and exit wounds, the path through the body may become apparent and offer clues about what injuries to expect. Nachi: A single exam will not suffice for electrical injury patients. All patients with serious electrical injuries will require serial exams to evaluate for vascular compromise and compartment syndrome. Jeff: So that wraps up the physical, let’s move onto diagnostic studies. Nachi: First off -- I know we’ve said it, but it’s definitely worth reiterating. All patients presenting with a history of an electric shock require an EKG Jeff: In those with a low voltage injury without syncope and a normal EKG, you don’t routinely need cardiac monitoring. However, in the setting of high voltage injuries, the data is less clear. Based on current literature, the authors recommend overnight monitoring for at least 8 hours for all high voltage injuries. Nachi: While no routine labs work is required for minor injuries, those with more serious injuries require a cbc, cmp, CK, CK-MB, and urinalysis. Jeff: The CK is clearly for rhabdo, but interestingly, a CK-MB greater than 80 ng/mL is actually predictive of limb amputation. Oh and don’t forget that urine pregnancy test when appropriate. Nachi: In terms of imaging, you’ll have to let your history guide your diagnostic studies. Perform a FAST exam to screen for intra-abdominal pathology for anyone with concern for concurrent trauma. Keep a low threshold to XR or CT any potentially injured body region. Jeff: Real quick – in case you missed it – ultrasound sneaks in again. Maybe I should reconsider and do an US fellowship – seems like that’s where the money is at - well maybe not money but still. Let’s move on to treatment. Nachi: In those with minor injuries like small burns and a low voltage exposure – if they have a normal EKG and no other symptoms, these patients require analgesia only. Give return precautions and have them follow up with their PCP or a burn center. Jeff: In those with more severe injuries, as we mentioned before, but we’ll stress again, protect the patient’s airway early especially if you are considering transfer and have any concerns. In one study, delays in intubation was associated with a high risk of a difficult airway. Always make sure you have not only your tool of choice but also all of your backup airway devices ready as all deeper airway injuries may not be apparent externally. Nachi: Fluid resuscitation with isotonic fluids is the standard -- again -- with a goal urine output of 1-1.5 ml/kg/h. Jeff: Address pain with analgesia – likely in the form of opiates – and don’t be surprised if large doses are needed. Nachi: Dress burned areas with an antibiotic dressing and update the patient’s tetanus if needed. While there is ongoing debate about the role of prophylactic antibiotics, best evidence at this point recommends against them. We talked about thermal burns in Epsiode 13 also, so go back and listen there for more... Jeff: There is also a range of practice variation with respect to early surgical exploration of the burned limb with severe injuries. At this time, however, the best current evidence supports a conservative approach. Nachi: Serial exams and watch and wait it is. . We have some interesting special populations to discuss this month. First up, as is often the case, the kids. Jeff: Young children are sadly more likely to present with orofacial burns due to, well, everything ending up in their mouth. And since many of our listeners are likely in boards study mode – why don’t you fill us in on the latest evidence with respect to labial artery bleeding. Nachi: Sure – . There is up to a 24% risk of labial artery bleeding and primary tooth damage with oral electrical injuries. Although there isn’t a clear consensus, current evidence supports early ENT consultation and a strong consideration for admission and observation for delayed bleeding. Jeff: Keep in mind though, that labial artery bleeding is often delayed and has been reported as far as 2 weeks out from the initial insult. Nachi: Moral of the story: don’t put electrical cords in or anywhere near your mouth. Next, we have pregnant patients. Case reports of pregnant patients suffering electrical injuries have described fetal arrhythmias, ischemic brain injury, and fetal demise. For this reason, those that are past the age of fetal viability should have fetal monitoring after experiencing an electric shock. Jeff: If not already done, an ultrasound should be obtained as well and a two week follow up ultrasound will be needed. Nachi: We’re switching gears a bit with this next special population – those injured by an electrical control device or taser. Jeff: Tasers typically deliver an initial 50,000 volt shock, with a variable number of additional shocks following that. Nachi: Most taser injuries are thankfully direct traumatic effects of the darts or indirect trauma from subsequent falls. Jeff: While there are case reports of taser induced v fib, the validity of taser induced arrhythmias remains questionable due to confounders such as underlying disease and previously agitated states like excited delirium Nachi: Basically, [DING SOUND} those with taser injuries should be approached as any standard trauma patient would be, with the addition of an EKG for all of these patients. Jeff: The next special population --- the one I’m sure you’ve all been waiting patiently for -- is lightning strike victims. Lightening carries a voltage in the millions with amperage in the thousands, but with an incredibly short exposure time. Because of this, lightening causes injuries in a number of different ways. Nachi: First, because it’s often raining when lightning strikes, wet skin may cause the energy to stay on the skin in what is known as a flashover effect. Jeff: Similarly and not surprisingly, burns are common after a lightning strike. Lichtenberg figures are superficial skin changes that resemble bare tree branches and are pathognomonic for lightning injury. Thankfully, these usually disappear within a few weeks without intervention. Nachi: Next, the rapid expansion of the air around the strike can lead to a concussive blast and a variety of traumatic injuries including ocular and otologic injury like TM rupture which occurs in up to two thirds of cases. Jeff: An ophthalmologic consult should be obtained in most, if not all of these cases. Nachi: Making matters worse, lightning can also travel through electric wiring and plumbing to cause a shock to a person indoors nearby the strike! Jeff: And like we mentioned earlier, just as was the case with my fellow Pittsburgher or ‘Yinzer. Nachi: Yinzer? Jeff: Forget about it, it’s just what Pittsburghers call themselves for some reason or another - but we’re still talking lightning. Cardiac complications including death, contusion and vasospasm have all been reported secondary to lightning injury. But don’t lose hope – in fact – you should gain hope as these patients have a much higher than typical survival rates. Nachi: From the neurologic standpoint – it’s a bit more complicated. CNS dysfunction may be immediate or delayed and can range from strokes to spinal cord injuries. Cerebral salt wasting syndrome, peripheral nerve lesions, spinal cord fracture, and cerebral hemorrhages have all been described. An MRI may be required to elucidate the true diagnosis. Jeff: Clearly victims of lighting strikes are complex and, for that reason, among many others, the American College of Surgeons recommends that victims of lightning strikes be transferred to a burn center for a comprehensive eval. Nachi: Let’s touch upon any other details regarding disposition. Jeff: Those with low voltage exposures, a normal EKG and minimal injury may be discharged home with PCP follow up and strict return precautions. Nachi: High voltage injuries on the other hand require admission to a burn center and the involvement of a burn surgeon, even if it involves transferring the patient. Jeff: And remember, trauma takes precedence over burn and those with traumatic injuries or the possibility of traumatic injuries should be evaluated at a trauma center. Don’t forget to take the airway early if there is any concern, and consider transporting via air as the services of a critical care transport team may be required. Nachi: That wraps up Episode 22, but let’s go over some key points and clinical pearls. During evaluation, consider multisystem injuries due to not only the thermal injury and electrical damage to electrically sensitive tissue, but also mechanical trauma. Thermal injury can lead to muscle breakdown, rhabdomyolysis, myonecrosis, edema, compartment syndrome, osteonecrosis, and even periosteal burns. Mechanical injury can be a result of forceful muscular contractions, and trauma can manifest as fractures, dislocations, and significant muscular injuries. Electrical injuries due to grasping an electric source can induce tetanic muscle contractions and therefore the inability to let go, increasing the duration of contact and extent of injury. Current tends to follow the path of least resistance, which explains why you might have deeper injuries beyond what can be visualized in the surface. Nerve tissue has the least resistance and can be damaged by even low voltage without cutaneous manifestations. Bone and fat, on the other hand, have the highest resistance to electrical injury. High voltage injuries place patients at risk for spinal injuries, most notably posterior cord syndrome. High voltage injuries have also been associated with cataracts, macular injury, retinal detachment, hearing loss, tinnitus, and vertigo. All patients with electrical injury require an EKG. Low voltage injuries with a normal presenting EKG do not always require cardiac monitoring. High voltage injuries require cardiac monitoring for at least 8 hours. Intubation should be considered early in patients with facial or neck burns, as risk of airway loss is high. Make sure to have airway adjuncts and back up equipment at bedside, as deeper airway injuries may not be obvious upon external exam. For severe injuries, target a urine output rate of 1-1.5 mL/kg/hr. All patients with serious electrical injuries require serial exams to evaluate for vascular compromise and compartment syndrome. Address pain with analgesia. Larger than expected doses may be needed. Dress burned areas with an antibiotic dressing and update the patient’s tetanus if required. For pediatric patients with oral electric injuries from biting on a cord, consult ENT early and consider admission for observation of delayed arterial bleeding. Pregnant patients who are past the age of fetal viability should have fetal monitoring and ultrasound after experiencing an electric shock. Tympanic membrane rupture is a commonly noted blast injury after a lightning strike. Cardiac resuscitation should follow ACLS guidelines and is more likely to be successful than your tyipcal cardiac arrest patient as the patient population is typically younger and without significant comorbidities. When determining destination, trauma centers take priority over burn centers if those sites are different. So that wraps up episode 22 - managing electrical injury in the emergency department. Additional materials are available on our website for Emergency Medicine Practice subscribers. If you’re not a subscriber, consider joining today. You can find out more at www.ebmedicine.net/subscribe. Subscribers get in-depth articles on hundreds of emergency medicine topics, concise summaries of the articles, calculators and risk scores, and CME credits. You’ll also get enhanced access to the podcast, including the images and tables mentioned. You can find everything you need to know at ebmedicine.net/subscribe. And the address for this month’s credit is ebmedicine.net/E1118, so head over there to get your CME credit. As always, the you heard throughout the episode corresponds to the answers to the CME questions. Lastly, be sure to find us on iTunes and rate us or leave comments there. You can also email us directly at emplify@ebmedicine.net with any comments or suggestions. Talk to you next month!

On this episode of Talking Late Night, Max interviews Jeff Murdoch, a mainstage player at The Second City and co-founder of the comedy duo "Seriously Unprepared." Jeff is an improv performer, actor, and writer currently based out of Chicago, Illinois. He has performed at many different theatres in the city including iO, the Annoyance, and Upstairs Gallery. In addition to performing at theatres in Chicago, he has performed improv through Second City on multiple cruise ships and was a member of the Second City National Touring Company. Today, Jeff is currently a mainstage performer for The Second City. He is also a member of the comedy duo "Seriously Unprepared," which have written and performed sketches and television pilots that have been met with critical acclaim from organizations like the New York Television Festival. Want to learn more about Jeff? You can find out more about him on his website and his Twitter. Check out content by Seriously Unprepared at their website and you can always see him perform nightly at Second City by clicking here! Thank you for tuning in! Be sure to like and share our Facebook page here, and also rate and leave us a review on iTunes! 

Mark Wellman is a nationally acclaimed author, filmmaker and motivational speaker. Despite being paralyzed in a mountain climbing accident, Mark has inspired millions to meet their problems head-on and reach for their full potential. A two-time Paralympian and former Yosemite Park Ranger, Mark's NO LIMITS philosophy encourages individuals to adventure into new horizons; to go beyond the seeming unreachable. Mark is used to being on the road since he travels throughout the year, bringing his adaptive climbing wall to companies, organizations, and schools. We caught him during one of his road trips and he agreed to swing by Golden, Colorado to the No Barriers podcast studio and catch up with his old friends, Jeff, Dave, and Erik. Mark is unbelievably accomplished but also reserved and humble. He talks about his legendary, groundbreaking athletic achievements with the same tone most use to describe what they had for lunch. But there was a time in Mark's life where he was unsure, depressed, and hopeless with no clear path ahead. Mark discusses his near-death injury that he sustained on a climb that left his paralyzed from the waist down. He spent months in the hospital unsure of how to go forward and lost. That was, until he received some wisdom. I had this one physical trainer, she was from Germany, and she said: “You need to train like your training for the Olympics!” And I just really took that to heart.” Mark first was determined to find employment where he could stay connected to the outdoors. So, he went back to school and got his degree in Park Management. He worked as a Park Ranger in various capacities, already shattering people's ideas of what he was capable of, but that was just the beginning. He soon discovered the world of adaptive sports and threw himself into learning more and designing his own adaptive equipment to get back out into the field. It was then he came up with the crazy idea of climbing the sheer granite face of El Capitan. He found a partner, built an ascending rope pulley system, and started to train. Now, folks of many different abilities have climbed El Cap, but until Mark, this was unthinkable. He pulled it off and became the first paraplegic to make the ascent. “Are you crazy to take this paraplegic guy up El Cap? Seems like a really stupid idea. Something could go wrong,’ but fortunately we didn’t really listen to that.” Mark went on to gain tons of media attention, made national and international news, met the President, lit the flaming torch up a 120-foot rope at the Paralympic games in Atlanta; a fun story he shared with us, and continued on to break even more records of athletic achievement, like being the first paraplegic to sit-ski unassisted across the Sierra Nevadas. Listening to Mark describe his epic achievements it's easy to forget he has a disability or about all the struggle that led him to this point in his life. But for Mark, it's about mindset. “I learned my disability wasn’t a death sentence - let’s get on with life, dude!” But Mark wanted to share what he learned with others. He details the spark of an idea he had with a friend that led to the formation of the nonprofit, No Barriers, and the humble beginnings of an organization that is now becoming a movement. He uses his time to speak to groups and offer inspiration, as well as lead hands-on adaptive activities that get people out of their comfort zones. “Let’s get out and enjoy life.” Read Mark's Autobiography Here Visit Mark's website: No Limits Learn more about No Barriers autobiography Climbing Back. The first paraplegic to sit-ski unassisted across the Sierra Nevada Mountain Range, --------------- EPISODE TRANSCRIPT ------------------------- Dave: Well welcome to our No Barriers podcast. We are thrilled today to have Mark Wellman with us, who's one of the founders of No Barriers. Can't wait to hear some of his stories about what this organization was founded upon. He's really the heart and soul behind why many of us are here at the organization. Before we get into that conversation, Erik, you just came back from a really interesting experience, why don't share with our listeners a little bit about it? Erik: [00:00:30] Yeah, I was at a conference with all these authors. There were four of us, and the first was a lady, she was the author of Hidden Figures, this great book that was made into a movie, these African American women who were behind getting us to the moon, didn't get any credit at first, but then their stories were really illuminated by her book. And this guy who is falsely sent to death row for 30 years. He was incarcerated- Dave: Wow. Erik: In a five by [00:01:00] seven room, had to kind of go into his mind and think about how to expand his mind. He said in his mind he married Halle Berry. They were married for 25 happy years. Dave: When was this set? Erik: Recently. Literally just got out of ... he got out of jail, no apology from Alabama. But he wrote this amazing book, so ... And then a lady who wrote a book called Beauty Sick, mostly [00:01:30] about girls who struggle with body image, and how much productivity is lost in the world because girls are having to pay attention to makeup, and weight, and all the things that they worry about. Guys too, but mostly the focus was on girls, and I have a daughter, so I was sitting there just hanging on every word, thinking about my daughter and her struggle, so it was really book because it was four very No Barriers... Dave: That's a lot of No Barriers. Erik: ...authors right there. [00:02:00] Maybe we'll get them on the podcast at some point. Dave: That sounds like perfect fit for the kinds of topics we explore. Erik: Yeah. And I am totally thrilled... this is great. I'm so psyched to have my friend, all our friends, Mark Wellman on the podcast today. Dave: The legend. Erik: The legend, the dirt bag... is that okay to say? Mark: Yeah, yeah. Dave: You embrace it, right? Mark: It's great to be here. I embrace everything. Erik: Mark almost doesn't need an introduction, but Mark is [00:02:30] a world class adventurer, and an innovator, and is the key founder of No Barriers. Has done amazing things that blow your mind as an adventurer. Has skied across the Ruth Gorge. Has traversed the Sierra Nevada mountain range. Has mountain biked the White Rim Trail. Has climbed El Capitan, Half Dome. We were just talking this morning, your Half [00:03:00] Dome ascent was 13 days? Mark: Yeah, it was. Erik: On the wall. Just, Mark, a hero of mine for sure. You're a few years older than me. When I was a teenager and you were just a little bit older climbing El Capitan and doing all these amazing adventures, you were a huge part of my motivation, so I'm psyched right now. Mark: It's great to be here, thanks a lot Erik. Yeah I guess I could [00:03:30] start off with... 35 years ago I was an able bodied climber and we were climbing a peak called Seven Gables, which is pretty close to the Mount Whitney area. We had a 20 mile backpack to get into the base, and this is back in 1982, I was 22 years old. My good friend Peter Enzinger and I were back there to do this climb. [00:04:00] We set up a base camp about 10,000 feet, and the next morning we got up pretty early, grabbed our technical rock climbing equipment and left most of our provisions at the base camp, our sleeping bags. Sure would have been nice to have that sleeping bag with us but didn't have it. And we climbed Seven Gables. It was sort of technical, kind of a mixed route. There was a little bit of ice, a little bit of rock, and made [00:04:30] the ascent. By the time we topped of it was a little bit late in the afternoon, about five o'clock. We just embraced this beautiful view from the summit. American Alpine Club places sometimes these cairns, or climbing registers, at the top of the mountain. It was kind of cool to see this. In this case it was just a pile of rocks with a Folgers coffee can. And I opened up the Folgers coffee can and dumped out the little pieces of paper, and there's my [00:05:00] hero Royal Robbins had climbed it. "Cool man, I'm gonna put my name next to Royal." Did that, and then we decided we're gonna go down a class four descent on the backside, just scrambling, not roped. We were just kind of walking down a tail of slope. I'll be the first to kind of admit my guard was down. My partner said, "Hey, maybe we should put a rope on [00:05:30] this one section here." I go, "No, no. I wanna get down to base camp, I'm really hungry. There's some really good freeze-dried food I wanna eat." You know that wonderful Mountain House stuff. Erik: And 35 years ago. Dave: Delicious. [crosstalk 00:05:44] Mark: So next thing I knew, I slipped on some scree, and I pitched forward and I started rolling. I made a couple of somersaults and I rolled off about a 100 foot cliff. When I landed I broke my lower back at T 11, T 12. Of course at the time I didn't know it. [00:06:00] I was 22, I didn't even know what a wheelchair was. That happened, and my partner thought I possibly could have been killed. But he heard me yell back at him. He got down to where I was... he said he spent a couple hours with me stopping some bleeding on my legs, and some other stuff. Jeff: What's your recollection of that period of time... Mark: He said he was with me for two hours, it felt like ten minutes. Erik: Right. Mark: And then he left. [00:06:30] He left an orange, an extra jacket, and some trail mix and said "Man, I gotta get out and get some help." So after 30 hours, the best sound I've ever heard in my whole life was the sound of this... [helicopter sounds] ...coming up the canyon. Erik: You almost froze to death. Mark: It was cold that night. Yeah it was real cold. I was laying on some ice. That probably helped because it kept the swelling down in my back. So I'm an incomplete [00:07:00] para. I have a little bit of movement in my legs. They said that might have helped me, the swelling. But the helicopter got up there, it was actually a ship from the Forest Service. They were gonna just go up and see if it was more of a body recovery, but fortunately I waved to them and the helicopter disappeared. About an hour later, a second helicopter came up and this time was from Lemoore Navy Base, and they did [00:07:30] a technical rescue. Flew in, brought the rotors within several feet of the cliff surface, lowered a navy medic, got me in a stokes litter, got me back up into the ship. I was down at a trauma center, they were cutting my clothes off, and a nurse said, "Who's your insurance company?" And fortunately I did have insurance, I had Kaiser. I went through stabilization of my back with Harrington rods. I was in the hospital in 1982 for seven months. Dave: [00:08:00] Wow. Erik: Including rehab? Mark: Including rehab and the whole nine yards. And nowadays, a paraplegic if you go to Craig Hospital, it's kind of the factory up here in the west. A paraplegic will be in the hospital for about six weeks. It's pretty dramatic... in those days, it was a much longer hospitalization. Learning how to take care of yourself. And then... Erik: More time is better, right? I mean, [00:08:30] would make sense right? You can develop more time? Mark: Yeah, a little bit. I think seven months was a little excessive. Erik: Right. Mark: But you know, there's a lot to learn. Your life has really changed. Your spinal cord runs your body, and you're paralyzed from your waist down. You have bowel and bladder issues. You have skin issues you have to be careful about. So all those things were really important, and I had this one [00:09:00] physical therapist who was from Germany and she goes, "You need to train like you're training for the Olympics." I just really took that to heart and started lifting weights. Was ambulating with long leg braces. This was sort of the beginning of the wheelchair revolution where wheelchairs weren't a stale piece of medical equipment, they were a lightweight piece of aluminum that was more of an extension of your body. And the wheelchair [00:09:30] could take you from point A to point B. Fortunately, in 1982 was really when these wheelchairs... they started making lightweight chairs. And I was a part of that. Erik: Not the clunky Vietnam-era things, right? Mark: Exactly. The old Everest and Jennings chairs were more obsolete, and they were using... well there was a woman who started Quickie wheelchairs, Marilyn Hamilton, she got hurt in a hang gliding accident. They took hang gliding technology, clevis pins, aluminum, powder coat. [00:10:00] And they kind of messier of manufacturing these wheelchairs sort of like... taking the technology from hang gliders and applying it to wheelchairs. Erik: We're still less than ten podcasts in here, but we've already heard a lot of stories of people... these No Barrier stories of people who go down deep into these dark places. I don't want to bring you down, but you have a lot of experience right now and so you can look back. You went to a dark [00:10:30] place, obviously. Mark: Yeah. It was close to saying goodbye to this Earth. Fortunately I made it through. I remember getting back into rehab, then I met a state rehab counselor who said, "You know Mark, you have this great love, this great passion for the outdoors, why don't you become a park ranger?" And I'm thinking, "How's somebody in a wheelchair gonna be a park ranger?" I'm thinking [00:11:00] law enforcement, search and rescue, and she goes "No, there's many hats in the National Park Service, or many different jobs." She took me down to Fort Funston where I met a ranger who kind of showed me the ropes and said "Hey, you could maybe do a job, this would be an entry level position, but you could help us plant dune grass and work in the nursery, or you could go to the entrance gate and help out there." [00:11:30] So I did that for a summer and then I went back to school and went to West Valley College and studied park management. Erik: Cool. Mark: And became a ranger at Yosemite. I remember my first job wasn't exactly my idea being a ranger. There I was sitting in this little kiosk, this little booth, at Big Oak Flat, the entrance to Yosemite. In those days it was a three dollar entrance fee and I'd collect the money and be breathing in auto fumes all day long. That really wasn't [00:12:00] my idea of being a ranger. But it was entry level. The next summer I went down to Yosemite Valley and started working at the visitor's center doing interpretation. Interpreting the natural processes of the park, the public. Bear management, geology, climbing was a big subject too. I'd give programs on climbing, talk about A climbing versus free climbing. Jeff: Were you transparent with people that would come through the park, with how your injury took place? [00:12:30] When you'd talk about the [crosstalk 00:12:31] Mark: I was, I was. I would start my climbing program off with my accident, actually. And bring that in, because I think that was a big part of it. They might say, "Well who's this guy in a wheelchair, what does he know about climbing?" I'd kind of bring that in. That was before I climbed El Cap, I was doing those things. Jeff: Were you percolating on doing something like that when you were there? Mark: I was. It's kind of an interesting story. There was a magazine called Sports And Spokes, it was a wheelchair [00:13:00] athletic magazine. On the front cover on that magazine was a DSUSA chapter, a woman who was being lowered down a cliff in a wheelchair on a river rafting trip. The river went over a waterfall, and then you did portage all the equipment around the waterfall. They had a swami belt and a climbing rope and they had a helmet, I guess they wanted to put a helmet on her for safety, sounded like a good idea. And they lowered her down this cliff in this wheelchair, [00:13:30] and it was on the front cover of this magazine, Sports And Spokes. I got the magazine at my little cabin in Yosemite and I had it on my lap. I was wheeling over to the visitor center to open it up in the morning, and I bumped into my future climbing partner Mike Corbet. And Mike's nickname was Mr. El Cap back in the 80s, he had climbed El Cap more than anybody else in the world, over 50 times. And Mike had never really talked about climbing to me because he knew that's how I got hurt. But when [00:14:00] I showed him this picture, Mike's eyes got really big, and he got really excited. He goes, "You know what Mark, I wanna start climbing with you, but what I really wanna do is climb El Cap." And we had no idea how we were gonna do it. Dave: That's great. Mark: That evening, we were sitting at the mountain room bar, we might have had a beer or two. Dave: Or three. Jeff: That's where all good decisions are made. Mark: Where all good decisions are made. So we had a little beer napkin and we started writing down notes. We said, "Okay, [00:14:30] we're gonna take a jumar..." A jumar is a rope ascender, this was back in the day, kind of like what Kleenex is to tissue. So we took a jumar, and we mounted a pull up bar and a jumar, and then we had a second ascender on a chest harness. And we put a rope up right by the Ahwahnee Hotel. Church ball tree. It was an oak tree. We had this rope and we started ascending up into the tree and then he'd lower me back down. So we go, "Okay, [00:15:00] so a paraplegic can ascend a rope using their upper body strength. Now to get on El Capitan, we got to actually protect your lower extremities from the granitic rock." We knew we were gonna be up there at least a week. I don't have feeling in my legs, so I really needed to protect my legs from any kind of abrasion or any kind of sore that could have occurred up there. We went down to this hardware store in Fresno, California outside [00:15:30] of the park. We bought some leather, a speedy stitcher, some closed cell insulation foam, and we just started making these rock chaps and they sort of evolved over a course of six months. We were climbing Jam Crack, Warner's... Erik: Weren't they... what was the material of those? I've felt your chaps before. That sound's weird... Dave: The truth comes out. Jeff: Hey, we're all friends here. Mark: The original [00:16:00] rock chaps were made out of leather and canvas. But the pair of rock chaps you felt were actually made out of some kind of silky material. No, no... Dave: Oh that was lingerie? Not chaps. Jeff: This was the first No Barriers improv meeting, what you're talking about, with your buddy Mike. Mark: Absolutely. Jeff: That was it, that was the genesis of what... fast forward to today, that was the beginning. What [00:16:30] year was that? 1980... Mark: That was 1988. Jeff: 88. There you go. Mark: Yeah 88. I was 28 years old. Erik: So if you think about it that way, No Barriers began in the Ahwahnee bar. Jeff: Yeah, on a bar stool. On a bar napkin. Dave: I know you guys are all dirt bag climbers. I'm not a dirt bag climber. For our listeners who are not dirt bag climbers, someone paint a picture, because we're getting to the El Cap story. Which is a phenomenal story. Paint a picture of El Cap for us, because not everyone knows what that is. Jeff: Yeah, well. El Cap [00:17:00] is probably the most revered, iconic, monolith in North America if not the world. Uninterrupted, over 3000 feet of granite. It is... when you're in Yosemite, you look up at it and it's got this perfectly symmetrical flank apron on both sides that comes out into this promontory called the nose. And [00:17:30] you can't take your eyes off it. If you look away for a minute, you have to look back at it just cause it's so magnificent and powerful. And it represents so much too. If you want to call yourself a climber, you kind of have to climb El Cap at some point. Erik: When you stand in the meadows below, which is just clogged with tourists just all driving by gawking. What I've heard, is you have to look up and up and up, way higher than [00:18:00] you think you have to. Dave: And if you see a person climbing, as a person who's not a technical climber speaking, you think "Those people are crazy. They're insane. What are they doing up there?" Jeff: Erik and I climbed El Cap. And his dad, Erik's dad, and future wife were down there in the meadow with telescopes watching us. We had one of those little lighty things, little sticks, and we were shining our headlamps down at everybody. It's [00:18:30] a magnificent thing, but it's also very intimidating. It can be very cool when you stand up and look at it, but then the idea of going and climbing it I think is a whole different story. Erik: And as a quote on quote gimp, and that's a word by the way that Mark taught me. I never even heard that word before. It's one of those words I guess you somehow have the license to use if you are... Mark: If you are. Erik: If you are in a chair or you are blind. So what did, when you talked about this out loud, what did people [00:19:00] think? Are people like, "You're nuts." Mark: Yeah, we had kind of a mixture of both. People that knew us, were "Oh yeah you guys should go do this." Mark's been training, he's always skiing, always riding his bike, hand bike around... well in those days it was more of a row cycle. And then we had people say, mainly not to me so much but more to Mike, "Are you crazy? Take this paraplegic guy up El Cap? Seems like a really stupid [00:19:30] idea. Something could go wrong." But fortunately, we didn't really listen to that. We just started training, we made these rock chaps. Like I said, they kind of just evolved over about a six month period. We kind of have a little circuit in Yosemite Valley that we climbed together. We did Jam Crack, the Prude, Warner's Crack, The Rostrum, we went over there. Erik: Oh, wow. Mark: So we did some stuff in the Valley [00:20:00] just to really warm up. And then I actually went up and spent a night on El Cap. Because we wanted to feel what that was like. Jeff: Up at sickle? Mark: We actually went to Heart Ledge. Erik: Wow. Jeff: Over on the south. Mark: Yeah, over on the south. The route we were gonna climb was a shield. So... Jeff: Cause it's overhanging. Mark: It was overhanging... once you get over the shield roof it's overhanging. The beginning of it's not. It's pretty low angle. Jeff: Were you scared at all before you did this or [00:20:30] were you just super fired up and kind of naïve? Mark: I was scared the night before. Jeff: You were. Mark: Yeah. Jeff: Like really scared? Mark: Yeah I was... couldn't sleep. This kind of what happened was... really Mike, about two weeks before we're gonna blast off, Mike goes, "Man we've trained so hard for this, I'm gonna write a letter to Tom Brokaw..." who is the national NBC News guy, who is a climber too, a little bit. And, I'm going, "Okay... " so basically [00:21:00] Corbet just wrote out a note with a pencil. He was a janitor at the Yosemite Medical Clinic to support his addiction to climbing. He just wrote a little note to Tom Brokaw, and I think three or four days later he's talking to... Tom Brokaw called the medical clinic and talked to Mike, and said "We want to come out and do this story." Erik: Gosh. Mark: And all of a sudden the pressure was on. That's when I really was thinking, "Wow you're telling national news, this is gonna add [00:21:30] a lot more pressure for myself." But as soon as we got to the base of El Cap and I touched that granite, all that training and preparation really got into par, and I got relaxed. I started doing pull up after pull up, dragging myself up the largest unbroken granite cliff in North America, El Capitan, and the first night... we do something called, we fix pitches. So we were fixed [00:22:00] up about 800 feet. So we had... Mike used to say, "It's always nice to kind of have a jumpstart." Erik: Right. Mark: You know, fix those lines, get all your water, we had 250 pounds... Erik: It's like a trail of ropes that go up 800 feet so you can just... Mark: The next morning... Erik: Start on the ground and zip up 800 feet and have like a jumpstart on this gigantic monolith. Mark: Exactly. And have all your water, all your gear up there. So he had to work three or four days to make that happen prior to us [00:22:30] leaving. Once we left Mammoth Terrace, we were on our own. We went through the Gray Ledges, and we went over... the roof was really tremendous. Because Mike is basically climbing upside down, and then gets up onto the pitch above it and fixes a rope. Then I kind of untied myself and I swing underneath that roof, and you can hear the cheers of the people down below. It's like [00:23:00] what Jeff was saying, It's quite a scene at the El Cap meadow. You really have to have binoculars. It's hard to see climbers up there, because they're so tiny, they're like little ants up there. If you don't know what to look for, it's hard to see these people. The crowd was yelling, and the green dragon would come by. It's a tour vehicle that has it's open air shuttle. Erik: "If you look upright you will see a nutcase [00:23:30] climbing El Capitan." Mark: We could actually hear them talking about "Mike Corbet, Mark Wellman, first paraplegic..." So that was kind of interesting. Finally when we topped out, it was seven nights, eight days of climbing. This was before digital technology on El Cap, when national news came out. They had a mule train, they brought out a satellite dish that was like five feet wide, and we were live on top of El [00:24:00] Cap talking to Tom Brokaw. Jeff: Sick. Mark: And we've got... between the Today Show and NBC News, and in a week we were on TV for like several hours if you took all the time that they played this. There wasn't really much going on in the news, so they really kind of played this story up in a big way. As soon as we got off that climb, about a week later, we're sitting in the Oval [00:24:30] Office talking to President Bush. It was myself, Mike Corbet, "Writtenaur" who was Secretary of the Interior, and Jack Morehead, superintendent of Yosemite. The four of us are in the White House, in the Oval Office, talking about bone fishing because President Bush loved to bone fish and we presented him with a flag that we took with us on the climb, and it changed my life. Erik: Mark, so you're not that old, but I see [00:25:00] you sort of as the father of adventur e sports for people with disabilities. I want people to understand that the idea to climb El Cap back in the 80s... nowadays, I think... how many people have climbed El Cap in chairs, paras? Mark: Oh the chairs? Erik: Dozens, right? Mark: Yeah, dozens. Erik: But you sort of unleashed that. You opened up this door. And now, quote on quote gimps are doing everything, right? Mark: Every summer there's [00:25:30] a paraplegic. Erik: But you opened that door for all of us. So, it's sort of a crazy thought to me. Mark: It is. You can't take the first ascent of El Cap, you can't take that away from me. That's something I'll always remember. It was a huge accomplishment for both Mike and I, and there's been different paraplegics who have gone up it. A gentleman with cerebral palsy, Steve Wampler, was probably the most [00:26:00] disabled person that's been up there. Lots of amputees. I call them amputees, hardly disabled. Paraplegics wanna be amputees. Erik: Those will be our first complaint letters. Dave: Exactly. [crosstalk 00:26:15] Mark: Quadriplegics wanna be paraplegics. Everybody has their differences. There's been a quadriplegic, incomplete quadriplegic, climbed El Cap with Tommy Thompson, good climber. [00:26:30] Steve Muse. Erik: There's that kid who climbed The Chief, he was inspired by you. Mark: Yep. Erik: He was a quad, and he climbed The Chief. He invented kind of this, almost like a contraption with wheels if I remember right, that kind of rolled up the face. Mark: Yeah it was... the premise was taking the Dolt cart. A climber by name of Dolt had this cart and he used to use it for a hauling system on El Cap. Brad "Szinski", the Canadian guy you're talking about, he came up with this [00:27:00] cart. His hands didn't really work as well as a paraplegic, he lost some muscle mass in his hands and fingers. So he had a different type of system where he could ascend a rope using a crank, and developed that. So there's been all kinds of different adaptations that allow people that are wheelchair users to go rock climbing. Jeff: This sort of set you [00:27:30] on this course to being an improvisational pioneer, those are my words. Were you like that always or do you feel like your accident cued you up for this opportunity to then over the past thirty years... Mark: Thirty five. Jeff: Yeah thirty five years. Now you've continued this trajectory of being this pioneer when it comes to just making it work. You make it work, right? Mark: I was so young. When I got hurt [00:28:00] I was 22. I wasn't climbing big walls, I hadn't got to that point yet of climbing El Cap. Finally, when I did have my accident it kind of made sense. The steeper the climb for somebody in a chair the better. Mountaineering is gonna be really tough. There are ways of doing mountaineering. We got four paraplegics on top of Mount Shasta. Erik: Yep. Mark: And there was a guy named Pete "Rikee". It's funny... people [00:28:30] come to me if they've got an idea, a lot of times they'll want me to be a part of the project. Least... Erik: That was a pod that they were in, that had almost like tractor wheels, right? Mark: Exactly. What we did is we took a snowmobile and cut the snowmobile track in half and made a tractor stance. So you have two tracks and a seat with a bicycle crank, and we actually crank our way up Mount Shasta. We had to get special permit from the Forest [00:29:00] Service. You can only be on Shasta for three days, and we knew we were gonna be up there for a week. So I had to drive up... I was trying to explain to this district ranger on the telephone, he really wasn't getting it. Erik: Sometimes they don't get it. Mark: And he wasn't getting it at all. He was thinking mechanical device... Jeff: Motorized... Mark: Right. He knew who I was, so he said "Come up and bring the machine with you so I can take a look at it." So I brought one of the snow pods up there and I met with the district ranger [00:29:30] and a couple of his back country rangers, and they got it. They said, "This is cool man, we'd like to let you guys do this." They gave us a special use permit. The big thing about the Forest Service and wilderness, or National Park Service wilderness, you cannot take... supposedly mechanized devices cannot go into the wilderness. But if you have a disability, your bicycle could almost be considered a wheelchair, or your snow pod can be considered [00:30:00] a wheelchair. Long as it doesn't have a Briggs and Stratton engine on it. That was the big thing, it has to be a manual piece of a gear that's human powered. So we got that, and we got four paraplegics on top of Mount Shasta. Erik: And El Cap really launched you into being able to do all these amazing things, right? You pretty much became a professional climber, adventurer, doing these things around the world. I know you lit the torch for the Paralympics, right? Mark: I did, I lit the Paralympic torch in Atlanta in 1996. [00:30:30] Muhammad Ali lit it for the able bodied Olympics. They had this torch, and the night before we're training for it... it's a big surprise, they don't want to see the person light the torch the night before, no media, so we're out there. I was gonna climb an 80 foot rope doing rope ascension, doing pull up after pull up. And North Face made me a little, kind of a... we envisioned this Robin Hood thing with... behind [00:31:00] my shoulders, this arrow quiver where I put the actual torch in. I didn't wanna burn my hair, what's left of it, so... Erik: You had a lot more hair... Mark: So I said, "Let's make this torch holder so it comes off your legs." So they made that for me. That night we're training, I get up the 80 foot rope, and I lit the fuse and the fuse blew out. Erik: Oh no. Mark: And the pyrotechnics guy goes, it was windy, and the [00:31:30] next day it was gonna be windy too. So the pyrotechnics guy guys... "Okay Mark, I'll make sure this fuse doesn't go out the night you do it." And I go, "Great." So I get up there in front of 80,000 people, I'm climbing up this rope. Liza Minnelli is singing this song and she's going "Go Mark, Go Mark." The whole stadium of 80,000 people is going nuts. So I lit this fuse, and literally the thing blew up. There was fire all over me. And I'm leaning back, hoping I'm not gonna catch [00:32:00] on fire. Then the fuse went up and lit the actual cauldron, and that was the start of the 1996 Summer Olympics. Jeff: You did not combust. Mark: I did not combust. I had the best seat in the house. Erik: You'd be like a Motley Crue drummer. Mark: Exactly. So that was fun. Erik: Takes us on a little tour of what you did. All those amazing adventures that you did after that. Takes us on a little tour around the world. Mark: What a lot of people don't realize, which I think is harder than climbing [00:32:30] El Cap, or spending 13 days on Half Dome was another big ascent we did years ago... but was doing the Trans Sierra ski crossing. I've done it twice now. I did it in 1993, it was a big winner, and I did it in 2011. So we took a cross country Nordic sit ski. You sit low to the ground, you have two skis mounted underneath a frame with a seat, and you're sitting maybe a foot off the snow. And you have two [00:33:00] poles, and you actually double pole. So you're double poling to make this device go down the trail. I was on the US Disabled Nordic Ski Team. Competed in two Paralympics, in France and in Norway. Got beat up by the Finns, the Norwegians, they're so passionate about that sport. Jeff: And they're vikings. Mark: And they're vikings, man. They're so tough. My best finish out of 30 guys was of fifth place, that was in France. [00:33:30] In Norway, I got even more beat up. I wanted to actually get into Nordic ski racing because I had other things I wanted to do. I wanted to try to get into the back country in a Nordic ski. Back in 93 a guy named Jeff Pegles and myself was also on the US disabled Nordic team. We took sleds, little polks, behind our rigs. We had our bivy gear. And we skied 55 miles from Snowline [00:34:00] on the east side of the Sierra on Tioga road, we got someone to open up the gate. Guy that worked for the power company opened up the gate. We got up to Snowline and we skied from Snowline to Crane Flat, which is 55 miles. Jeff: Wow. Mark: Following the Tioga road. Jeff: Just the two of you? Mark: Well we also had Pearlman with us too. Erik: Filming. Mark: He was filming, yeah. Erik: And, you gotta tell the story about the White Rim. So you biked the White Rim, I think you were on one off mountain bikes? Mark: [00:34:30] Yep. Erik: Or some kind of devices, hand crank mountain bikes. And it was so sandy, the story I heard, you had to get out and you had to pretty much pull yourself on your arms and pull your chair, did you pull the other guys chairs too? Or were the other guys' bikes... Mark: It was an epic, groveling adventure. Seems like everything I do turns into that. Jeff: Yeah. [crosstalk 00:34:50] Mark: If you're not suffering, you're not having a good time. That's kind of how it is out there. We had these one off mountain bikes and [00:35:00] we actually did a Jeep tour to kind of check it out a couple years prior. We did have it a little easier, we didn't carry all our water and food with us, we had a swag wagon out there. Suburban, follow the four paraplegics. Myself, Bob Vogel, and Steve Ackerman. We rode this, 52 miles is the full circumnav of the White Rim. There was times, [00:35:30] yeah, it was an interesting experience out there because some of these washes were like moon dust. We couldn't get our bikes through it. So I had a pair of rock chaps with me and I threw the rock chaps on and did some crawling. Had an 11 mil static rope and dragged the guys behind me. Did a few epic things like that. Jeff: I mean, If I'm riding my mountain bike and I come up on that scene in the middle of the White Rim, who knows what to make of that? Mark: [00:36:00] You can walk man, so best thing to do is just walk your bike. Jeff: Like, "You guys are good right?" and they'll be like "Yep, we're good man." Erik: Leave us alone. Jeff: Leave us alone. Mark: Don't touch me. Jeff: There's nothing to see here. Yeah. Erik: Yeah. Jeff: Wow, that's rad. Mark: And then recently, just a couple of years ago... in the winter we had a drought in California and Tahoe, so I circumnaved Lake Tahoe in a kayak in winter. And that was a really amazing adventure. It was 72 [00:36:30] miles, two nights of camping. But the cool thing was, and it was cool at night, it was really cold at night. There was no power boats. In the winter you don't have any power boats on Lake Tahoe, it was kind of like being out there in the 1800s. Seeing bald eagles, none of the tourists were on the water, it was really a fantastic trip. Dave: So Mark, you are someone who really embodies the spirit of No Barriers and you helped [00:37:00] start the organization. So tell us, all these adventures, all these things you've done to challenge what's possible, what people think is possible. Why No Barriers? Tell us that story. Mark: You know, No Barriers... I did a movie called No Barriers, and I got a poster out called No Barriers. It was a word that really meant a lot to me. My wife and I, we were down in San Francisco at a fundraiser... in those days it was called Yosemite Fund, now it's called Yosemite [00:37:30] Conservancy. We were at this dinner, and I met this kind of wild old character named Jim Goldsmith. And Jim came up to me, knew who I was... we started talking. He had a cabin in the subdivision I live in called Tahoe Dawner. So Jim and I, and Carol, and his wife Connie would get together, we had a couple of dinners together. And then Jim started talking about the Dolomites, and his [00:38:00] son-in-law and daughter. And he said, "Man, it would be really neat to kind of do something for disabled people and able bodied people if we did something in the Dolomites." And I go, "Man, I know a couple of guys who I've done some stuff with, a guy named Hugh Herr, double amputee who's done some rock climbing with him, and Erik Weihenmayer." This was probably after your Everest... Erik: Yeah, after. Mark: This was after your Everest climb. And I said "Hey, these [00:38:30] guys..." we did a climb out in Moab Utah, the three of us, it was kind of gimp helping gimp, it was this real magical event out there. Which was really cool... Erik: Climbing the Fisher Tower. Mark: Yeah. The Fisher Tower. Ancient Ark. Erik: Mm-hmm (affirmative). Mark: And it was this really fantastic climb. I'd like to get these two guys involved with what we're talking about. SO I called Erik, I called Hugh, and we ended up putting our first [00:39:00] little... in those days, it was more of a festival, we called it, instead of a summit. We did it in the Dolomites. It was a very obscure little place up in the mountains, this real beautiful location, but nothing was really accessible. The hotels weren't that accessible, everything was kind of difficult to put this together. But it was this real magical place in the mountains... Erik: I remember the chair operators didn't even know how to get people with disabilities on the chairs. Mark: They didn't have [00:39:30] an idea. They didn't... yeah. Erik: On the ski lifts. Thank you. Yeah. Mark: They weren't doing adaptive skiing in those days in that little village. It was actually the home of the 1956 Olympics. SO that was kind of my envision was to start this, and who knew it was gonna get into what it is today. It's just amazing what you guys have done, and all the different things No Barriers has to offer people. Erik: What do you think about when you think about the evolution? You had this little germ [00:40:00] of an idea to go to this town and start talking about accessibility and innovation, and some of your lessons about how you've broken through barriers, or how the three of us had broken through barriers. And now, when you look at it today... Mark: [sighs] It's kind of mind boggling how it's grown so big and how many different people it affects, it's not just the disabled community, it's able bodied community bringing everyone together. Trying new experiences. The youth programs [00:40:30] that you guys have been doing is tremendous over the years. Soldiers to the summit. We're having all these guys coming back doing ten tours, they're not adjusting back into society very well, and taking them out into the outdoors with Jeff and different mountain guides, it just changes their lives. Brings them more back into a reality where they can really kind of adjust back into society. And then the summit is just... I love [00:41:00] coming to the summits. I've been to every one now, I haven't missed one since the beginning. It's gonna be fantastic in New York, I'm really looking forward to that. Erik: And you bring your climbing wall, your portable climbing wall. Mark: I'll have... Erik: Almost to every summit. So that's your mission now, right? To go around and use your climbing wall as a No Barriers tool to help people break through barriers. Tell us about that. Mark: Absolutely. Climbing has been such a big part of my life, that I just like to introduce different [00:41:30] people to the sport. A lot of times, somebody that's... we don't say electric chair, electric chair is something you die in. Power chair. A power chair takes you from point A to point B. A power chair user, a lot of times doesn't have all the... there's not as many things out there for a power chair user to participate in. Climbing on my wall, they can. We have these harnessing systems [00:42:00] that support your core. It's almost like a Bosen's chair, pulley system. If you have the desire to get on the climbing wall, we can facilitate that. We don't turn anybody away. We've had people that weigh 500 pounds on my wall before. Very obese wheelchair users... it doesn't matter. I had a gentleman that had spina bifida and he was unfortunately caught up in the American society of drinking a lot of soda, [00:42:30] and became really big. We got him on the wall, it was really difficult for him. We would talk to him and he wouldn't really look at you eye to eye as we were talking. I saw him a year later, he dropped 150 pounds, quit the soda, got into a training, cut his hair in a mohawk, and it just changed his life. Got out of the power chair and was in a manual chair. So climbing was kind of the responsibility of really changing this guys life, and now I see [00:43:00] him down in Los Angeles. I probably take the wall to Southern California maybe seven or eight times a year, San Francisco, Bay Area. I sort of have different groups hire me year after year, once they experience the wall they really want to have it be part of their event. We bring in, mini El Cap I call it, and we get people on it and we have a great time. Erik: And you're traveling around with your wall, full time. People bring you in to create this experience for their [00:43:30] rehab hospital or organization or team, right? Mark: Exactly. All those venues... I do adaptive climbing seminars. So a gym might call me and wanna know, "how do we get an adaptive climbing program going?" So I do that. And a lot of times I'll do not only a seminar on adaptive climbing, but then maybe that evening do a show and tell about adventure sports and where adventure sports have taken the disabled in the last 35 [00:44:00] years. Erik: And you are like Kleenex now, because... you talk about the pulley system, it's not a pulley system, pull up system, a lot of people say, "Oh yeah, Mark Wellman system." Mark: Yeah, it's... yeah it's kind of getting that way. Jeff: You're like Beyonce now. Mark: I'm like Beyonce. It's just kind of neat that my passions over the years... everybody should have a passion. And my passion has always been [00:44:30] to be out camping, doing something in the outdoors, coming up with new ideas, new technologies... and some of these technologies are more like a backyard technology. It's not that fancy. Sometimes some of the most simplest things can change something. Like mountain bike tires on a wheelchair can change a chairs getting into the back country tremendously. Mounting a pull up bar in a sender can allow a paraplegic [00:45:00] to do 7000 pull ups in eight days to go up El Cap. Just simple little technologies can really change peoples' lives, and you can take that backyard technology, garage technology, put something together that works for you that can help a whole bunch of people. Dave: I'd like to go back to that... You've told us a story, sort of the arc of your life, and when I look at you Mark and think about what you've accomplished I think "God, this is incredible. [00:45:30] This is an incredible human being that very few people who had what happened to you would ever have chosen the path that you have chosen." And I think, when I think about our No Barriers community, every so often you get folks who will say "Yeah, that's Mark Wellman but that couldn't have been me. You're putting someone in front of me that's so incredible, how could I possibly do this?" Erik: Yeah, you're de motivational. Mark: Right, right. I know, I get it. Dave: I'd love to hear, what do you think we can... 'cause this is what we do at No Barriers. We... If you're [00:46:00] listening to this, it's not like we take everyone up mountains, but we try to remind them about something in their spiri t... Mark: Yeah. Dave: ...that teaches them anything is possible. So talk to us a little bit about, Mark, how did you get to that point? Is it just sort of who you were from the beginning, was it an evolution? It just seems like everything you encountered, you are like, "I can do more." Mark: I think it's really important for people to get out of their comfort zone. Nowadays, it's so easy for young people to get... they get into gaming. And they [00:46:30] just, you know... it's stagnant. You're not getting out of your comfort zone. And the outdoors has a way of getting you out of your comfort zone. And you can make it safe... you don't need to think about what I do, it's more about finding, maybe getting some different experiences. And that's what's so cool about the summit. You have all these different activities going on where you just get a little taste of it. And hopefully [00:47:00] that little taste will inspire your imagination to want to try it again. And that's where I think it's really important if you're facilitating skiing or climbing, or whatever you're facilitating, you have to make sure that these people, their first experience is a good one. If they don't have a good experience, most likely they're not gonna go back to it. And, it's really important that the very first time... One of our board members, Sasha. [00:47:30] He was an academia guy, a professor. He came to the No Barriers event in Squaw Valley, the first one. Never had tried climbing before, and we took him to Donner Summit and got him up on this road cut climb that's 80 feet with big exposure, and it changed the guys life. It was something he was real nervous about, but it was getting him out of his comfort zone, and him [00:48:00] really having, you know... it was exciting for him, it was thrilling, it was challenging not only physically but mentally challenging at the same time. All those things combined. Kind of changed his life. And he became a board member of No Barriers because of that. Dave: Yeah. Mark: And there's stories like that all the time. Or Mandy, I remember her... wonderful singer. She got on my wall, it was 25 feet, and she [00:48:30] was really scared. It was a really scary moment for her where she had this big fear of heights. It wasn't like she was on a 1000 foot rope, she was on a 24 foot wall. But she might have well have been. Jeff: Relative for her. Mark: Could have been a 1000 foot climb. But she made it through. And came down... I got a guy that helps me, Wes, he's a search and rescue guy, kind of a big guy. He's just magical with [00:49:00] people, and really helped her a lot. So, you have all these different experiences... Erik: And I think that experience, by the way, gave her the courage to go out and do something completely non-climbing related, which was to write music and to go on to America's Got Talent, and... Mark: Exactly. Erik: Get into the finals, and now skyrocket into stardom. Mark: To fame. Absolutely. Making a better quality life for herself. [00:49:30] A lot of times when you say, somebody that's a wheelchair user... what is it, like 90 percent of the people in wheelchairs don't have jobs. And it's always kind of bummed me out, I'm thinking, "Wow." Why would you wanna be caught in a system like with Social Security and be basically poor your whole life, because "Oh I have Medicare, I have my Social Security disability," So you're trying to live on six to eight hundred dollars a month. And you're caught [00:50:00] in this kind of vicious circle. You've got to get away from that somehow, and get into the workforce, be productive. You're gonna feel better, you're gonna be a more productive citizen in this country, and you're not gonna be wrapped up in this vicious circle of never getting ahead and always having the government thumb you down, so to speak. Erik: Last question for [00:50:30] you from my end, this is Erik, and I wanna know, I've made it kind of clear that I look up to you. Tell me, who are the people that you look up to? Tell us about that guy Larry, tell us about some people who influenced your life. Mark: Oh man. There's been a lot for sure. There was a guy named... actually I think you're thinking of a guy named Mark Sutherland. When I first got hurt, Mark was a quadriplegic ten [00:51:00] years post to my injury. And he was back in the hospital. He had a bone spur, the spur was touching his spinal cord, and he was losing some of his action. Some quadriplegic can move their arms and they can push manual chairs, and he was one of those. But he was losing some of his arm strength, so he was in the hospital, and my room was next to his. We would talk at night. 'Cause I was really bummed out when I was first injured. To me, being a paraplegic was a fate [00:51:30] worse than death. I was on the sixth floor, if I could have crawled over to the window and jumped out I would have cause that's how bad I felt. I was just thinking, "Not having the use of my legs, I'm not gonna ski again, I'm not gonna climb." I was 22, I was just like, "Why didn't the mountain just take me." Those were the kind of thoughts I was having. But then I would go into this guys room, Mark Sutherland, and he would talk about, "Oh I had this milk truck that I converted, and I had a stool. One time I was driving it with my hand controls [00:52:00] and I fell off the stool, and I was on the ground and I had to throw my hand on the brake to stop it so I didn't kill anybody." Jeff: And you were like, "That's the greatest story ever." Mark: Yeah. I wanna do that. So I was just hearing this stuff from this guy, and he was talking about girlfriends, and how he was running around doing this and doing that, and I'm going, "Man, this guy has a life." And it was really inspiring to be... so where I was really depressed and laying in the hospital bed, and couldn't feel [00:52:30] my lower extremities, and "What's a catheter?" And I'm just like, "Man, this is horrible, what did I get myself into." And this guy was really upbeat and uplifting... Jeff: Showed you it wasn't a death sentence. Mark: Yeah. Showed me it wasn't a death sentence, and let's get on with life, dude. And it was like, boom. That just changed me. Then we went into rehab together, we were more in a hospital setting and then we both went into our physical rehab. That's [00:53:00] when it just started clicking for me, and that was it. Dave: Well, just to wrap up this excellent conversation that we're having about the history of No Barriers and all that you've done as well just individually, you've seen No Barriers be this thing that started in the Dolomites in 2003, we're 15 years into this. What's your dream for what it becomes? Mark: Wow. I would just consider it to be... I'd like to see maybe a couple summits a year, possible. [00:53:30] More, smaller clinics would be really cool too. I think you guys are really on a good, good path. But maybe some smaller events too. Just keep growing it. Keep doing more of these kinds of things. More technology. Bringing in more people, better speakers. Better people that are... or people that are doing more things that inspire others that give the ideas [00:54:00] to do more things. I'm amazed in 15 years where it's come to. Who knows where it's gonna go. Another 15 years from now, man this could be a huge, huge organization that could affect a lot of people and bring a lot of people together. This whole family, bringing the tribe together. It's always fun at the summits, and seeing people I haven't seen for a year, [00:54:30] spending time with them. I love getting people out climbing, so that's my passion. Erik: What if people want to learn how to get in touch with you, how to work with you, how to bring your wall to their organization? Mark: Yeah. Google Mark Wellman or just go to my website, No Limits Tahoe dot com. Give me a call. Erik: Although they won't talk to you, 'cause you're never home. You're always out [crosstalk 00:54:55] or something. Dave: Always on the road, right. Mark: Well, no, yeah I'm easy to get a hold of. Talk to my wife, Carol, [00:55:00] and I can get back to you. Erik: Right. Mark: Send me an email. I'm better on the phone, I don't like to email tons. Love to talk to you, if you have ideas lets talk about, lets see you at the summit. Lets get out and enjoy life. Erik: Cool. Well thank you so much Mark. Jeff: Listen Mark, I know you well enough to know you don't need to hear what I'm about to tell you, but, I think it's important for you and the listeners to know [00:55:30] in conversations like this, it becomes so clear how you are sort of the upside down pyramid. And you're the point on the upside down pyramid. And it all sort of funnels up from you, really. And I know there's others, but you're the man. And I know it's important for you, it is important for me to know that you know how many thousands of lives you've impacted. Erik: Tens of thousands. Jeff: Thousands of lives dude. You have been the kick starter [00:56:00] and the imputes. And you're just one of the most wonderful pioneers. I know you know it, but you need to hear it more, because you're the man. Mark: I appreciate it man, it's humbling. And, to take a passion that I had and a dream... and like I said, just simple adaptations, a pull up bar on a jumar. Man, how that changed other people to go climb up El Cap, or do Castleton, or whatever [00:56:30] mountain you want to get up, it's been a pretty cool experience. It's been fun to work with other companies. We're making more adaptive climbing equipment now. It's really kind of evolved from just handmade rock chaps to a real sophisticated pair of rock chaps that allows people to get out there and do a lot of cool stuff. Dave: Well it's been an honor to have you here Mark, I know many of our listeners are part of that No Barriers tribe. Many of them will know you, but a [00:57:00] lot of them won't. The movement has grown so big that it's well beyond you. But per what Jeff was saying, it's so important I think for the people of our community to know where this began. Mark: Mm-hmm (affirmative). Dave: And you are the point that Jeff mentioned where it began, and so, thank you so much for joining us, we appreciate having you. Mark: My pleasure. Erik: What did you guys take away from that? Might take us a while. Dave: Yeah. Exactly. Jeff: Might be a lengthy debrief on that one. Dave: I guess for me, as someone who's helping to build [00:57:30] this movement, like I was ending with there, just to remember the roots of where No Barriers began which is individuals coming together in small communities around creative ideas to do stuff that people didn't think was possible. And as we start to move to tens of thousands, maybe millions over the next ten years of people that we impact, that there's something in that special sauce that's still about the [00:58:00] individuals getting together having a fun, creative idea and going out and pushing their comfort zone. Erik: Yeah. I think that, No Barriers recipe is sort of hidden right in the story of El Capitan, which is... Mark's a smart guy, but he's not a scientist or anything, he's not Hugh Herr, who's inventing stuff where you go, "I could never do that." What he said is a pull up bar and a jumar. These are commercially available things. I think he had to adapt a few things, but [00:58:30] not all that crazy technology. Pretty simple. You combine that series, that innovation with the human spirit and a great friend or great support system, a great rope team, you do this amazing thing that opens up the door for a lot of people. It's a pretty simple recipe. Dave: It is. Jeff: All the big things that have happened with regards to our species all started with this small [00:59:00] germination of somebody sitting in their theoretical garage just being like, "How do I do this? Hmm?" And head scratch, and start piecing these things together, and then, boom, the movement begins. I think Mark embodies that, and what a great cornerstone for this organization. Dave: Well, and the movement continues. So if you're sitting there listening saying, "I wanna be a part of this organization, I wanna be a [00:59:30] part of No Barriers," please go to our website, No Barriers USA dot org. You can join us at the summit that Mark mentioned that's coming up in October in New York. There are many more ways you can join us but please, No Barriers USA dot org is our website. You can also share our podcast with your friends and colleagues and families, and follow us on our Facebook page. Thank you so much for listening. Erik: Live No Barriers. Dave: Thanks.

This episode will introduce our listeners to the mission behind the No Barriers Podcast and what we are trying to accomplish with putting this out to our community. To start you will meet our hosts and hear about their background. Host Erik Weihenmayer discusses his background as a blind climber and being known most widely as being the first blind person to summit Mt. Everest and what got him interested in starting an organization that helps people challenge themselves to break out of the barriers that confront them in their daily lives. Jeff Evans, who was on Erik's Mt. Everest team, goes through his back story as an adventurer, speaker, and high altitude medical expert. Jeff explains what fascinates him about listening to people share their stories and his experience working with No Barriers. Dave Shurna introduces himself as the Executive Director of No Barriers and his trajectory with the organization and his desire to learn more from our guests. Jeff and Erik talk about the seeds of forming the organization, No Barriers, and how it's turned from a small endeavor into a movement that we hope to continue to expand to anyone that can benefit from this message. No Barriers podcast is about sharing stories of transformation - introducing our community to people who have encountered a barrier and have confronted it and are thriving (or working on thriving). We want to highlight that struggle and maybe unearth some nuggets of wisdom in what was discovered in that process. We hope you listen to these stories and extract meaning in your own life. Subscribe, rate, and share with your friends and family. Learn more about No Barriers --------------------------- EPISODE TRANSCRIPT ----------------------------- Erik: It's easy to talk about the triumphs, but what doesn't get talked about enough is the struggle. Erik: My name is Erik Weihenmayer. I'm an adventurer. I've climbed Mount Everest and the Seven Summits, the tallest peak on every continent, and I happen to be blind. And I can tell you it's been a struggle to live what we call a "no barriers" life--to define it, to push the parameters of what it can mean. And part of the equation of this life is understanding this process of growth that we're all striving for--to dive down into that experience and illuminate the elements, those universal elements that we have to harness along the way, like way points on a trail, like holds on a rock face, that lead us forward towards change, towards growth, towards transformation. And that unexplored terrain between those safe dark places that we find ourselves in and the summit, is a map that we can use to navigate our lives. It's a far messier, gritter map than we're led to believe, with more flailing and bleeding along the way, but there is a way forward. That map is what we call "No Barriers". Erik: This is the No Barriers podcast. Dave: Hi, this is Dave Shurna, and I am the executive director of No Barriers, sitting here with Jeff Evans and Erik Weihenmayer and, let's get this started, Erik. What are we doing here? Erik: Our first podcast. This is exciting, guys. Jeff: Christening room. Erik: I know, yes. Yeah, so- Dave: Tell us a little bit about why we're here. What do you want to accomplish here? Erik: God, where do I start? My name is Erik Weihenmayer, and I am an adventurer and a climber. I happen to be blind, so it's sort of--being a blind climber is sort of like being a Jamaican bobsledder. Erik: I was a teacher for six years. I had an idea to be a full-time climber and adventurer, which I've been doing the last twenty years. I climbed Mount Everest in 2001, with the guy that's sitting in front of me, Jeff, who we're gonna learn more about later, but that experience was so transformational that that led to this amazing climb that I did with these two guys, Mark Wellman and Hugh Herr. Erik: Mark Wellman is a paraplegic. He's my hero because he climbed El Capitan, basically seven thousand pull-ups up the rock face. Just amazing. And Hugh Herr is a double leg amputee, and he climbs with these prosthetic legs. And the three of us were like these Teenage Mutant Ninja Turtles. We climbed together. And then, at that experience, I realized that we'd been sold the wrong ideas--that when I looked at people who excelled, like Mark and Hugh, that they didn't do it in the traditional ways that TVs and books always make it look like, that it was much gritter. It was much bloodier. There was much more struggle along the way. And so I thought, "I don't understand what that map looks like." And No Barriers, the podcast and the theme, the message that we're gonna be diving into, all grew from that first experience, because I wanna understand. Like Mark and Hugh and me, we'd all been crushed, and we had to reemerge. What does that process look like? Erik: I realize that most people in the world aren't physically disabled like the three of us, but they have invisible barriers. And so what is the process look like for people as they go from those places that they don't want to be, and they climb to the summit, whatever that looks like for each person? I wanted to understand what that gritty map is that we build and navigate with our lives. And so I'm here fleshing out this subject with amazing people that we are going to interview, because I've gotten to meet people in our No Barriers programs and experiences that have taught me so much about this topic, and I thought "We gotta highlight these people! We gotta understand what makes them tick." Erik: So Jeff and Dave and I are gonna be doing that, and Jeff is my good climbing partner, we've been climbing together for 25 years, and we climbed Everest together. And when I met Jeff he was just a dirtbag. Well, he's still kind of a dirtbag, but-- Jeff: I'm still a dirtbag. Erik: Yeah. Jeff: You can't really divert too much from that. Erik: But Jeff, even though you started as a dirtbag, you've done some amazing stuff, and you've really grown and had your own No Barriers story. Tell us a little bit about that. Jeff: Well, when you and I met, we were both very raw, and I think we met at the right point in our lives where we were just seeking. We were looking for adventure first and foremost, and then looking for allies to share it with. We met at a very fortuitous time, and we've obviously... golly, man, I mean, we've done a lot, you and I. I've had some of the best and worst moments of my life standing right next to you. Jeff: And I think that in a way, maybe that's sort of the take-home for me personally, while you and I have been such good friends and partners along the way, but also, my understanding of the human condition. I used to not want to admit it to your face, but now that I'm older and more mature and I can pat you on the back, is that you've taught me a lot. You've taught me a lot about life; in a way, you've asked me to ask questions of myself, and that's the extension of why I'm here, is that in turn, by asking questions of myself, I wanna ask questions about other people. I wanna understand who they are. I like that grit that you speak of. I like the determination, and I like how folks deal with adversity in this map that gets laid out in front of them, and all these variables that play into where we are--societally, biologically, emotionally--and I think that honestly, that was sort of the impetus behind you and I starting the Warriors program. Maybe you could tell the listeners just a little bit about that and how it came to be. Erik: Well, because it's hard to brag on yourself, I'm just gonna brag about you, because even though Jeff did start out as a dirtbag, he was a smart dirtbag and he had a No Barriers Story of his own, and he went on to climb mountains with me and also went back to medical school to get a physician assistant degree, working in emergency rooms all around the country, and then now being one of the foremost high-altitude medical experts in the world. I can't imagine having anyone next to me in the high mountains, Jeff, who I'd want more than you, because I've seen you save people's lives, putting them in hyperbaric chambers and administering IVs on mountains. Erik: Jeff, you helped us start the No Barriers Warriors program. The tenth-year anniversary of our Everest climb, we decided we're gonna do something really cool. What were we gonna do? Were we gonna do a Disney Cruise reunion? Nah, maybe not; let's do something big. So we decided to climb Labuche, twenty thousand feet, in the Himalayas, and we all got together and then we decided "Well, let's have some other people whose lives have been transformed. Let's see if we can bring together some other people whose lives might be transformed by the mountains, like us." And so we brought together a team of injured soldiers. Talk about the team just a little bit, Jeff, and the culmination of that experience, that first No Barriers Warrior experience. Jeff: We knew, I think, intrinsically, that the mountains provide this great backdrop. It's got all the ingredients that you need to have an experience that's both rich and transformative. You've got built-in adversity, the potential for a massive shitshow, but you also have this rally point, which is this summit. It can be figurative, it can be literal, but whatever it is, we rally around it, and it creates a sort of call to action. We knew that. We knew that the stage would be there for us, and so we took the chance and gathered up a group of injured veterans, in a way to say thank you to them, but also to give them the tools that we discovered, personally, along the way, and help them regain their momentum. Jeff: We hand-selected a group of folks, we took of for Nepal, and sort of set the table. We had a fair bit of adversity, but the mountain did what we wanted it to do, which was be sweet and loving and also be angry and mean. And in experiencing that, it gave us the opportunity to talk about these things, sort of distill out the learning points that can come from that, and create a loving atmosphere, create an atmosphere of fellowship. And I think that community that exists in the mountains was a big stepping stone for us, and I think another extension for us going forward. Did you even anticipate then--I mean, this was seven years ago, right? Erik: Look, let's be honest, we didn't know exactly what we were doing. And that's a good message for our audience here, and that is that a lot of times when you start an idea, it's just a little seed of an idea. That's what we had with our Warriors program, and now it's blossomed into incredible stuff, I mean, hundreds and hundreds of vets that we work with, and getting to know them and getting to know their stories, and we are gonna interview a lot of veterans on this podcast. Erik: Dave, I wanna introduce you, because you are the executive director of No Barriers. You do the real work. You lead our team and put together all these amazing, transformative expeditions behind the scenes. I met you... you came to me out of the blue and asked me if I'd help you start a program for kids, and we started out with blind kids and deaf kids teaming up with sighted and hearing kids. That's all fallen into the melting pot of No Barriers. Tell us how you got into this club. Dave: I think that my role from the beginning, as one of the powers of the organization and the executive director, has always been to build the infrastructure around this global movement that we want to create. My role is to create this organization that can take this message that you guys are alluding to here and bring it to as many populations around the world as possible. Dave: We've been doing that work for nearly fifteen years now, and so as I think about this podcast and what we're here together doing, I was at an event a couple months ago where Richard Saul Wurman was speaking, he's the founder of TED, and he said "Nobody ever writes a book or creates a script for a movie 'cause they know what the heck they're talking about, and if they tell you they do, they're lying. They write the book to learn what it is that they might already know and to discover new things." So when I think about this podcast, I think the same thing; we've been doing this work for fifteen years, with youth, with Warriors, with companies, with women, and this is partly to understand what makes people come to this movement. And as we bring in guests and learn from them, what can we take away from individuals who have overcome great odds, overcome barriers in their lives and achieved that purpose-driven life we all seek? What can we take away from that and learn and apply to our own lives? Dave: I'm here to create that organizational infrastructure, to do that with as many people as possible, and I can't wait to learn from individuals to help us do that work better. Erik: We're gonna be bringing a lot of amazing people to the world--a lot of people that haven't been highlighted in traditional podcasts, from business leaders to youth who struggle to veterans to people with physical challenges, all who have had some difficult things happen to them in their lives and have figured out little bits and pieces of that map that we all wanna walk. Erik: I just wanna lastly say that I think we're gonna try to be different, because when I went blind--it was my freshman year in high school--I remember realizing that when you look out on the world, it can kinda lead you astray. I was blaming and attacking and reacting and responding, and saying "Why me?", and I realized that I was looking in the wrong place--that what I had to do was to turn inward and find out what I could grow inside myself, and how I grew that thing and nurtured that thing and used it to blaze into the world. I think, if we succeed, what we're gonna do is really dive down beneath the surface of people and try to understand what that internal landscape looks like--how they go from those places that they wind up and they don't necessarily wanna be there, to the summit, to that incredible place of purpose and fulfillment that we're all looking for. What are the way points along the way? Let's identify those so that we can dissect this No Barriers life and we can all learn. Dave, what do you say? Dave: I think that's why we're all here. One of the things I loved about our conversation when we thought about starting this podcast was: We've heard lots of podcasts, we've met lots of people, and one of the things we feel is missing is, no one really dives deep into talking about the struggle. It's often glossed over. I think that this podcast is going to be partly about discovering what we can learn from that struggle we all go through in our lives as we're trying to be purposeful. Jeff: The reality is it's not pretty. I think that we've all agreed that there's gonna be moments when we want to ask those questions that allow people to dance around that darker space and explain how they got... how they rose from it, and the tools that they used to be able to come out of it, and I think that's an important thing. You're right, the podcasts I listen to, I'm not sure if I hear that very frequently, and I wanna hear that, I wanna know that. I don't wanna get bogged down in the mire, but I wanna know what that mire looks like and how they got out of it, because to me, that's the true definition of transformation. Erik: And Jeff, you told me something I like. You said, "Growth is volcanic," and I love that. So get ready for some volcanic and explosive storytelling, full of grit, full of flailing, full of some blood, either physical or psychological-- Jeff: Metamorphic, if you will. Erik: --because that is what it's all about, No Barriers to everyone.