In this conversation, Pip interviews Trevor Williams, a firefighter and the inventor of the Williams key, a tool used for soft entry and forcible entry. They discuss the use of AI in various industries, the importance of being cautious with AI, and the ever-changing landscape of technology. They also touch on the challenges of marketing and the need for a team to handle the complexities of online presence. Trevor shares his experiences as a firefighter and how his expertise in carpentry led to the creation of the Williams key. They discuss the importance of soft entry tools in emergency situations and the need for constant adaptation and problem-solving in the fire service. Trevor Williams shares how he started his company, Williams Key, and the challenges of social media. He discusses the impact of viral videos and the issue of content theft. Trevor also talks about the changes in social media algorithms and the need to adapt. He highlights the importance of customer service and the creative ideas he has implemented in his business. Lastly, Trevor discusses his missionary work in Haiti and the devastating earthquake in 2010. Trevor Williams shares his experience working in Haiti after the devastating earthquake and his ongoing efforts to rebuild the country through his nonprofit organization, Firme Foundation. Despite the challenges and dangers, Trevor remains committed to helping the people of Haiti and providing them with shelter and support. He also discusses his passion for locksmithing and his role as a firefighter. The conversation touches on themes of resilience, giving back, and the importance of making a difference in the world. Because, What you do off the job, MATTERS!!!