a stretch goal right but how how strategic is that though to get that many more people coming to you rather than going to somewhere else going yeah you're going to get a you know a a certificate to the olive garden you know i

think we touched on this we touched on this earlier but golly actually aren't profitable on TikTok shop. It's kind of like a loss leader generation strategy for the rest of their omni-channel.

Now their Amazon sales have gone through the roof because, like Raf says, it's top of funnel awareness. How many other podcasts around the world are talking about Golly right now because we are creating attention for this brand, and they sell freaking gummy bears apple cider do they taste good apple cider vinegar apple cider vinegar I

gotta take it with my nose plugged like average average taste so

so the so but these content creators are they getting commissions as well of course yeah so they're getting commissions as well this is all overrides okay so that's that's number three number three and the takeaway for anyone listening to this is that in 2025, I want

you to think about gamifying how you're working with the affiliates. So it doesn't have to be anything that crazy. I'm seeing brands doing much smaller and they're still getting people to be involved. I

think what's really, really exciting, and I'm feeling excited about this myself because I've got a consumer brand we're launching next year and i know well i i don't want to be a content creator i just want to put the product together but i love the idea because we're targeting men over 40 that invite 40 i love the idea that there's a community of people out there waiting for great products that will make amazing content for free in exchange for an ongoing commission. So my business becomes about relationship management with creative people. Once I've got the product, I've got the product. And that levels the playing field for entrepreneurs now, because you don't need to be the content creator. You just need to find the product, solve the problem, find your marketers. And what you said there about Golly with the iteration, you said that from all that data coming in, you're going to identify the best formats, and then that's going to be amplified by all the other people who didn't win the Lambos. They're going to go look at those inputs and go, oh, that's how you do good content. So a rising tide is lifting all boats. Exactly right. And then if you have

your own internal creators, guess what they're going to be looking at? They're not going to look at all the pieces of content. They're going to look at the 500 best performing and then recreate that,

right? So all these business podcasts are now going to be starting their clips with, Australia's had a problem, right? You see, we break either. But that day makes sense. Like you iterate on what works, amplify what works.