WEBVTT NOTE This file was generated by Descript 00:00:00.450 --> 00:00:03.245 Dennis Yu: Today, we're going to talk about buying a squatty potty . And 00:00:03.268 --> 00:00:07.408 you're going to get an understanding of how we went from search engines 00:00:07.648 --> 00:00:10.558 to social engines, to goal engines. 00:00:10.738 --> 00:00:13.978 And by the end of this lesson, you're going to understand what the next 00:00:13.978 --> 00:00:17.668 steps are and how we are going to move forward, to be able to make money 00:00:17.668 --> 00:00:20.218 off of where the internet is going. 00:00:21.118 --> 00:00:25.438 And then the deeper, these folders become the more items 00:00:25.588 --> 00:00:27.178 that you can possibly search for. 00:00:27.508 --> 00:00:31.558 So this is the tree and down here, you have the leaves. 00:00:33.448 --> 00:00:36.718 And literally when you use Yahoo as a directory, you would start 00:00:36.718 --> 00:00:39.598 from very top called the wide bang. 00:00:40.678 --> 00:00:44.998 Go to Yahoo sports all the way down to major league baseball, Al all the 00:00:44.998 --> 00:00:48.028 way down to a game all the way down to the stats on a particular game. 00:00:48.388 --> 00:00:53.528 And this is called traversing the tree, but a certain point, the directory 00:00:53.548 --> 00:00:58.108 became so complicated that you couldn't navigate all the way down to get 00:00:58.108 --> 00:00:59.728 to a particular piece of content. 00:01:00.178 --> 00:01:02.908 And that's when a search box came into place. 00:01:03.088 --> 00:01:06.978 The idea of Google, for example, which popularized the search box, 00:01:06.978 --> 00:01:12.228 just to say, instead of navigating a tree, why don't I type a query into 00:01:12.228 --> 00:01:16.068 the box and then whatever shows up. 00:01:16.933 --> 00:01:20.083 Let's say there's 10 lists of results are going to be the ones that the search 00:01:20.083 --> 00:01:25.303 engine believes are the most relevant to answer that particular factual question. 00:01:25.573 --> 00:01:28.093 Think about the things that you type into a search engine. 00:01:28.423 --> 00:01:30.253 Usually it's what's the temperature. 00:01:30.433 --> 00:01:31.573 Is the store open? 00:01:31.603 --> 00:01:33.643 How many miles is it from here to there? 00:01:33.853 --> 00:01:38.713 What's the price of a flight who was the 23rd president, 00:01:39.043 --> 00:01:40.453 all kinds of factual queries. 00:01:41.143 --> 00:01:44.263 Sometimes you'll do searches for what is the best Italian 00:01:44.263 --> 00:01:45.343 restaurant in New York city. 00:01:45.658 --> 00:01:50.308 Now, how is the search engine going to determine what deserves to be at the top? 00:01:50.758 --> 00:01:55.018 Any average query on the internet is going to have 15 to 20 million 00:01:55.048 --> 00:01:56.818 results competing for it on average. 00:01:57.148 --> 00:02:02.068 And some queries are going to have billions of results, for example, cars 00:02:02.398 --> 00:02:07.918 and mortgages and sex and things that are commercial and highly competitive. 00:02:08.248 --> 00:02:09.658 So what does a search engine do? 00:02:10.618 --> 00:02:13.308 It looks across all these different pages. 00:02:13.918 --> 00:02:17.638 And it looks at something that back then was called page rank. 00:02:17.788 --> 00:02:20.908 And the reason why it was called page rank is not because there's 00:02:20.908 --> 00:02:22.798 a rank of a particular page. 00:02:23.128 --> 00:02:28.138 It was actually Larry Page and Sergei Brin, the two founders of Google. 00:02:28.318 --> 00:02:31.798 And that was the algorithm that they had down in order to say 00:02:31.798 --> 00:02:35.428 that this particular page deserve to rank in the search engines. 00:02:36.268 --> 00:02:41.368 The search engines would look at who else was linking to this particular page. 00:02:42.298 --> 00:02:43.618 And that was a measure of authority. 00:02:43.618 --> 00:02:46.668 Think of it like a voting system where there's points and you're going see 00:02:46.668 --> 00:02:51.558 why this theme ties into everything else that we're going to sketch out. 00:02:51.858 --> 00:02:58.218 So if this is the page on the best, so New York city and the New York times 00:02:58.248 --> 00:03:01.848 is linking to it, which is relevant for New York city based on that 00:03:01.848 --> 00:03:03.858 neighborhood and this other pizza site. 00:03:04.168 --> 00:03:07.348 Is also linking to this and other sites that are talking about pizza and 00:03:07.348 --> 00:03:11.158 linking to it and other cities and other review sites and other people's blogs. 00:03:11.158 --> 00:03:16.428 They're also linking to this with the anchor text, New York or pizza or 00:03:16.428 --> 00:03:20.928 words that are related to New York or synonymous with pizza, which is called 00:03:21.588 --> 00:03:25.868 stemming and synonyms, or some people call LSI latent, semantic indexing. 00:03:25.868 --> 00:03:29.358 Which is a way of looking at words that are similar and work together. 00:03:29.778 --> 00:03:34.813 Then when you type in New York pizza, This page is going to show up at 00:03:34.813 --> 00:03:39.343 the top and for the longest time, and even still largely today, what 00:03:39.343 --> 00:03:43.633 shows up in the top of search engines is what has gotten the most votes. 00:03:43.783 --> 00:03:47.113 So when you look at people that are trying to do SEO, especially black hat 00:03:47.113 --> 00:03:52.093 SEO, which is trying to trick the search engines, they're buying links from other 00:03:52.093 --> 00:03:58.113 sites to try to push one result up to the top or above where it was before. 00:03:58.113 --> 00:04:01.203 So it shows up on the first page and you guys know. 00:04:01.693 --> 00:04:02.323 The joke. 00:04:02.593 --> 00:04:03.733 How do you hide a dead body? 00:04:04.783 --> 00:04:09.433 On the second page of Google, we want to be able to show on the first 00:04:09.433 --> 00:04:11.563 page for that particular keyboard. 00:04:11.863 --> 00:04:16.123 There's actually three stages that occur in search engine rankings. 00:04:16.303 --> 00:04:20.953 First is the crawl, which is going through all the pages. 00:04:21.193 --> 00:04:25.543 And when we were back at Yahoo 20 years ago, we said that we were crawling 00:04:25.543 --> 00:04:28.663 100 billion web pages every day. 00:04:29.968 --> 00:04:32.218 So you have to crawl it too, is you have to index it. 00:04:32.728 --> 00:04:36.768 You have to organize it by the topic, by the category, by the key word. 00:04:37.068 --> 00:04:38.508 And three is you have to write rank it. 00:04:38.748 --> 00:04:43.128 Meaning when someone does a search, you display the result that you 00:04:43.128 --> 00:04:44.598 believe is most relevant to the user. 00:04:44.608 --> 00:04:47.208 So us as Yahoo is a search engine. 00:04:47.658 --> 00:04:48.918 We would crawl these sites. 00:04:48.918 --> 00:04:49.698 Now some sites. 00:04:50.638 --> 00:04:55.588 We would crawl every five minutes or 10 minutes, new sites, for example, and some 00:04:55.588 --> 00:04:59.398 sites we would crawl every two or three months because the content never changed. 00:04:59.488 --> 00:05:03.808 Maybe it was some random informational site from years ago was a geo cities blog. 00:05:03.868 --> 00:05:05.398 It was something that wasn't being updated. 00:05:05.398 --> 00:05:06.268 It wasn't high authority. 00:05:06.268 --> 00:05:07.408 It didn't have a lot of traffic. 00:05:07.738 --> 00:05:11.458 So we were looking at the signals for any of these particular sites to 00:05:11.458 --> 00:05:15.838 see how much crawl authority it had, meaning how important was this site? 00:05:16.048 --> 00:05:17.758 And the more important the site was. 00:05:18.178 --> 00:05:22.768 The more juice or power, we would allocate to be able to crawl the 00:05:22.768 --> 00:05:24.118 different pages that are on the site. 00:05:24.528 --> 00:05:30.438 And the amount of crawl depth we would have, which is how deep we would go within 00:05:30.438 --> 00:05:35.358 the site was based on how much power came from other sites that were linking to it. 00:05:35.358 --> 00:05:39.738 So it was a voting mechanism and Google, as well as Yahoo. 00:05:39.738 --> 00:05:40.878 We used the same algorithm. 00:05:41.238 --> 00:05:45.828 We calculate how much power there was across all the different sites. 00:05:46.108 --> 00:05:51.058 On the internet until based on what the search engine determined to be 00:05:51.058 --> 00:05:55.348 relevant and what users determined based on their actual behavior, we would 00:05:55.348 --> 00:06:00.808 have a set of search results that was personalized for what you search for. 00:06:01.258 --> 00:06:01.438 Now. 00:06:01.438 --> 00:06:04.498 There's a couple caveats that happen 10 years ago, which completely 00:06:04.498 --> 00:06:05.818 changed the search landscape. 00:06:06.208 --> 00:06:09.448 One is universal personalized search. 00:06:09.688 --> 00:06:11.338 The idea of universal search was that. 00:06:11.818 --> 00:06:14.518 If you did a search for Jaguar, it might be a car. 00:06:14.578 --> 00:06:15.748 It might be a football team. 00:06:15.898 --> 00:06:17.278 It might be a Wikipedia article. 00:06:17.278 --> 00:06:18.778 It might be seeing what's at the zoo. 00:06:18.988 --> 00:06:23.878 It might be looking at a Jaguar pelt because your lady and you want 00:06:23.878 --> 00:06:25.258 to further that has Jaguar on it. 00:06:25.528 --> 00:06:28.618 There's all different kinds of Jaguar related. 00:06:28.648 --> 00:06:30.478 There's a software program called Jaguar. 00:06:30.568 --> 00:06:34.398 There's all these different kinds of definitions that are tied to that. 00:06:34.968 --> 00:06:37.968 And second, it's gonna be personalized to what you care about. 00:06:38.058 --> 00:06:39.328 And so when I type in. 00:06:40.153 --> 00:06:41.143 New York pizza. 00:06:41.353 --> 00:06:44.103 I might be in New York looking for pizza, but I might be 00:06:44.103 --> 00:06:45.963 looking for New York style pizza. 00:06:46.233 --> 00:06:50.193 And if I'm typing in pizza in Phoenix versus pizza play, the exact same 00:06:50.193 --> 00:06:54.243 query may yield a different result because Google is taking into account 00:06:54.483 --> 00:06:57.453 who I am and what my preferences are. 00:06:57.513 --> 00:07:00.933 And certainly your preferences on best restaurant might be different than 00:07:00.933 --> 00:07:02.523 what I think the best restaurant is. 00:07:03.418 --> 00:07:06.208 So all of these factors are taking into account. 00:07:06.208 --> 00:07:08.098 When you do a search. 00:07:08.698 --> 00:07:13.438 Now, what happens when you have personalized search and you have things 00:07:13.438 --> 00:07:19.228 like the user agent, which is your browser, the operating system, other 00:07:19.258 --> 00:07:22.648 factors that we can tell, like where you're coming from, like the IP address, 00:07:23.278 --> 00:07:24.928 how do we personalize this search? 00:07:25.648 --> 00:07:30.328 This is where search engines start to have problems because they. 00:07:30.718 --> 00:07:32.938 Don't know what's going to change over time. 00:07:34.108 --> 00:07:35.608 There's going to be more restaurants. 00:07:36.028 --> 00:07:38.968 There are some restaurants that there's very little information on. 00:07:38.998 --> 00:07:40.138 So what are they going to do? 00:07:40.708 --> 00:07:45.588 They're going to start to rely upon what users are doing because when we 00:07:45.588 --> 00:07:51.498 were at Yahoo, my boss was the senior VP of search, said our goal was to 00:07:51.498 --> 00:07:56.178 categorize the world's information and where's the world's information. 00:07:56.533 --> 00:07:57.703 It's not on webpages. 00:07:57.703 --> 00:08:00.013 That's only one or 2% of the world's information. 00:08:00.373 --> 00:08:04.333 99% of the world's information is up here in your head. 00:08:04.603 --> 00:08:10.153 So how do we get information that's in your head into the search results? 00:08:10.303 --> 00:08:14.503 You could have minority report and immediate state, the Borg 00:08:14.533 --> 00:08:19.333 Skynet, but really what's going on is that you have users that are 00:08:19.333 --> 00:08:21.313 engaging users that are commenting. 00:08:21.703 --> 00:08:26.313 And when we had sites like, or frameworks like WordPress, people would start the 00:08:26.313 --> 00:08:30.753 comment and against anything, one of these webpages, all of a sudden you 00:08:30.753 --> 00:08:32.553 had people that were leaving comments. 00:08:33.273 --> 00:08:38.943 And when this became more popular and there were forums, the amount of data and 00:08:38.943 --> 00:08:44.883 information and ranking signals from these comments became more powerful and more 00:08:44.883 --> 00:08:47.613 relevant than the rest of the internet. 00:08:47.643 --> 00:08:53.223 In fact, This area here with people driven commentary was bigger, then 00:08:53.223 --> 00:08:56.343 the rest of the internet, and that posed a problem for search engines. 00:08:56.883 --> 00:09:02.133 If you were with me 20 years ago, and you wanted to deliver the best search results, 00:09:02.433 --> 00:09:08.283 and you knew that reviews and blog, comments and forums, and other kinds of 00:09:08.283 --> 00:09:12.513 user behavior was important in determining people's preferences, especially in 00:09:12.513 --> 00:09:14.013 personalized search, what would you do? 00:09:14.563 --> 00:09:18.283 You would have to pull all this user generated content, but how would you 00:09:18.283 --> 00:09:24.283 know that this Matt Pasker here is that ma this Matt Pasker really hard 00:09:24.283 --> 00:09:27.013 to tell John Smith is John Smith. 00:09:27.373 --> 00:09:32.233 The only way to determine that is if you knew that this was the same profile 00:09:32.233 --> 00:09:35.293 ID tied back to a social network. 00:09:35.983 --> 00:09:38.593 So this is where social networks came in. 00:09:39.133 --> 00:09:42.283 And Mark Zuckerberg a few years ago said that. 00:09:42.778 --> 00:09:45.508 What he was doing was turning the internet inside out. 00:09:45.808 --> 00:09:49.018 So what does that mean in the world of search? 00:09:51.178 --> 00:10:00.538 You have web pages that have people attach them and in the world of social, you have 00:10:00.538 --> 00:10:03.598 people that have content attached to them. 00:10:04.018 --> 00:10:05.218 It's exactly the opposite. 00:10:05.968 --> 00:10:10.048 So here you have one person and you have another person. 00:10:10.438 --> 00:10:12.688 And they're friends or they know each other. 00:10:12.688 --> 00:10:16.888 And here you have another person and these people are exchanging messages. 00:10:17.478 --> 00:10:19.578 They're commenting on each other's photos. 00:10:19.608 --> 00:10:23.478 They're checking in, they're posting other kinds of photos and you can 00:10:23.478 --> 00:10:26.718 see who's friends with one another and maybe somebody is really popular 00:10:26.898 --> 00:10:28.098 and they have a lot of fun friends. 00:10:28.098 --> 00:10:32.418 Like this person here is very popular and maybe this person is 00:10:32.418 --> 00:10:35.208 a loner and doesn't really have much information attached to them. 00:10:35.448 --> 00:10:39.558 Not much in terms of their profile pictures with a checked in. 00:10:39.958 --> 00:10:41.248 The pizza they like. 00:10:42.208 --> 00:10:49.728 And what happens with a social engine is that you take the people yeah. 00:10:49.758 --> 00:10:54.408 When you calculate the edge rank associated between them and 00:10:54.408 --> 00:10:55.758 related objects, what is that? 00:10:55.758 --> 00:11:01.608 I mean, it means instead of a voting system where it is. 00:11:02.938 --> 00:11:07.278 Sites that are linking to one another it's people that are linking to one another. 00:11:07.278 --> 00:11:11.448 And when some of these people are linking to one another, this is a different 00:11:11.448 --> 00:11:12.888 kind of popularity contest test. 00:11:13.248 --> 00:11:18.438 This popularity contest is driven by webmasters who are having 00:11:18.438 --> 00:11:19.998 webpages linked to each other. 00:11:19.998 --> 00:11:24.408 This is people that are engaging and as these people are 00:11:24.408 --> 00:11:25.578 engaging, what are they doing? 00:11:25.698 --> 00:11:26.688 They're creating content. 00:11:27.478 --> 00:11:30.898 So you have lots and lots of content being created by these people. 00:11:31.168 --> 00:11:35.758 But remember it in the social network, you have the people as the core 00:11:35.758 --> 00:11:41.248 infrastructure and then attached to the people are pieces of content. 00:11:41.758 --> 00:11:44.998 And when people are linked together, because they're tagged in the same photo 00:11:45.328 --> 00:11:48.418 or because they, they both left the review at that particular restaurant 00:11:48.748 --> 00:11:51.268 that sends a signal that there's trust. 00:11:51.418 --> 00:11:56.338 And the more trust there is, the more this person will. 00:11:56.803 --> 00:12:01.423 Potentially rank or show up in the algorithm or show up in the news feed. 00:12:01.753 --> 00:12:08.103 So now you have search, but is there really search on Facebook 00:12:08.163 --> 00:12:10.113 or Instagram or YouTube? 00:12:10.173 --> 00:12:13.113 There is, but people aren't actually searching what they're 00:12:13.113 --> 00:12:14.253 doing is they're navigating. 00:12:14.793 --> 00:12:18.573 So think about when you go to Facebook, you don't type in best pizza in New 00:12:18.573 --> 00:12:20.793 York, you type in Lombardi's pizza. 00:12:21.148 --> 00:12:23.998 Or , which arguably is the best pizza in the world. 00:12:25.228 --> 00:12:31.288 So what happens with the social network is you still have a ranking because 00:12:31.288 --> 00:12:36.778 when you open up Facebook on your phone as an app or on desktop, you've got 00:12:36.778 --> 00:12:41.098 different results, but instead of the top 10 results, you have an infinite 00:12:41.098 --> 00:12:43.708 scroll, an infinite number of results. 00:12:44.068 --> 00:12:45.388 Now, how is Facebook. 00:12:46.093 --> 00:12:50.263 Or Instagram or which is owned by Facebook or LinkedIn or Twitter, 00:12:50.263 --> 00:12:52.243 determining what shows up here at the top. 00:12:52.683 --> 00:12:54.273 It's not this mechanism here. 00:12:54.723 --> 00:12:58.833 What it is is it's calculating the edge rank, which is the connectedness 00:12:58.833 --> 00:13:02.133 between any particular objects, chicks that are associated here. 00:13:02.133 --> 00:13:07.323 So it could be this piece of information is attached to this person who is 00:13:07.323 --> 00:13:12.843 attached to this person who also has talked about that particular object. 00:13:13.473 --> 00:13:18.843 Could be a Sony, a seminar for camera could be any particular object when 00:13:18.993 --> 00:13:24.813 people are scrolling here, it's based on what each person is engaging with. 00:13:24.843 --> 00:13:27.663 Now, remember social networks are built around the people. 00:13:27.663 --> 00:13:29.253 So remember when you're scrolling. 00:13:29.638 --> 00:13:30.898 Through a social network. 00:13:31.168 --> 00:13:33.358 What you're seeing is the person. 00:13:34.258 --> 00:13:40.038 And then from the person you are seeing the content, you see this, think 00:13:40.038 --> 00:13:41.778 about any social media as you scroll. 00:13:41.778 --> 00:13:46.668 They all look almost the same because it starts with the profile picture here and 00:13:46.668 --> 00:13:51.078 the content that's associated with them here, you have the content and then the 00:13:51.078 --> 00:13:53.208 people you see trust between the two. 00:13:53.748 --> 00:13:56.748 Now let's talk about why this is important. 00:13:57.148 --> 00:14:01.708 From a ranking standpoint because you as a business owner or as an 00:14:01.708 --> 00:14:05.518 agency helping other business owners want to understand how do I rank in 00:14:05.528 --> 00:14:09.898 Google and how do I drive more social proof and reviews and check-ins and 00:14:09.898 --> 00:14:12.808 people coming into my store, you want to win in search and social, right? 00:14:13.378 --> 00:14:18.148 So here's what you need to know in the game of SEO, which is largely around 00:14:18.148 --> 00:14:19.678 sites that are linking to one another. 00:14:20.638 --> 00:14:23.038 You need to have so much proof. 00:14:23.758 --> 00:14:29.568 In terms of other sites that are linking to you, that it overwhelms the number of 00:14:29.808 --> 00:14:31.728 pieces of content that are trying to rank. 00:14:31.758 --> 00:14:36.168 Now think about what happens with the internet, the more or webpages 00:14:36.168 --> 00:14:38.178 that are the more websites that are. 00:14:38.623 --> 00:14:43.143 The more difficult it is for the search engine to determine what should rank. 00:14:43.263 --> 00:14:43.563 Right. 00:14:43.593 --> 00:14:44.183 Just think about it. 00:14:44.193 --> 00:14:44.853 Mechanically. 00:14:45.693 --> 00:14:50.043 If back when I was running search, we had a hundred billion web pages. 00:14:50.463 --> 00:14:55.953 Now, potentially there are 20, 30, 40 trillion search results and the 00:14:55.953 --> 00:14:59.013 more contents available, the more stuff that's being produced, the 00:14:59.013 --> 00:15:03.663 more people that are online and the more difficult it is for the search 00:15:03.663 --> 00:15:05.943 engine to determine what should rank. 00:15:06.398 --> 00:15:11.888 Because instead of ranking on out of 10 million search results, now you're trying 00:15:11.888 --> 00:15:15.908 to rank out of a hundred million search results on a, on a competitive query. 00:15:16.088 --> 00:15:20.318 So think about how difficult this is in terms of computing power for Google. 00:15:20.678 --> 00:15:21.068 Right? 00:15:21.098 --> 00:15:24.188 You understand how that works now, think about what happens 00:15:24.578 --> 00:15:25.898 to be able to rank in the feed. 00:15:26.618 --> 00:15:28.358 The more information you have. 00:15:29.233 --> 00:15:34.153 About a particular object or about a friend or about a celebrity or 00:15:34.153 --> 00:15:39.013 about a location, the easier it is to determine what should rank now. 00:15:39.013 --> 00:15:39.703 Why is that? 00:15:39.913 --> 00:15:43.663 Because the more social proof you have, the easier it is to 00:15:43.663 --> 00:15:45.243 figure out what shows up the top. 00:15:45.273 --> 00:15:51.003 Because here at the top, it's not based on how much content there is, but it's 00:15:51.003 --> 00:15:53.343 based on starting from nodes of authority. 00:15:54.223 --> 00:15:58.573 And how far out you need to go to figure out what should show up here. 00:15:59.383 --> 00:16:05.923 So if we start with Dan Pasker here and we look at his friends and then there's 00:16:05.923 --> 00:16:09.853 this piece of content out here, but it's two or three degrees away that might not 00:16:09.853 --> 00:16:11.713 ever need to show up here in the newsfeed. 00:16:12.163 --> 00:16:17.593 We only have to crawl far enough to be relevant to his network, the larger 00:16:17.593 --> 00:16:21.853 the network, the more computation necessary to be able to crawl. 00:16:22.198 --> 00:16:25.998 These, this is called the social graph and it's not invented by Facebook. 00:16:25.998 --> 00:16:28.278 This is an academic concept that's been around forever. 00:16:28.818 --> 00:16:31.968 The idea of EdgeRank is actually not even created by Facebook. 00:16:31.968 --> 00:16:34.338 It's something that they just don't want us to say anymore. 00:16:34.338 --> 00:16:37.278 Cause it's how they, but it's easy to calculate. 00:16:37.428 --> 00:16:39.978 What's in someone else's newsfeed because you only, you have to 00:16:39.978 --> 00:16:42.018 crawl their immediate network. 00:16:42.463 --> 00:16:46.873 And the pages that they follow and where they are and the associated advertisers 00:16:46.873 --> 00:16:50.113 that are trying to target that particular user based on a combination of interest 00:16:50.113 --> 00:16:51.433 and custom audiences and whatnot. 00:16:51.793 --> 00:16:57.073 So the more information there is, the more people that are engaging. 00:16:57.763 --> 00:17:01.843 The easier it is for the search engine to determine what should rank 00:17:01.843 --> 00:17:03.463 and deliver a relevant experience. 00:17:04.003 --> 00:17:08.143 In fact, the more information there is, the richer your newsfeed 00:17:08.143 --> 00:17:11.313 is going to become because now they have more and more items. 00:17:11.433 --> 00:17:14.043 You look at LinkedIn where there's not a lot of competition right now. 00:17:14.343 --> 00:17:17.878 If you're looking at this in 2020, And it's kind of sparse 00:17:17.878 --> 00:17:19.078 the experience isn't as good. 00:17:19.078 --> 00:17:22.108 Cause there just isn't as much information to show you in that newsfeed. 00:17:22.758 --> 00:17:27.108 But when there's a lot of it engagement, it's a rich newsfeed and it's actually 00:17:27.108 --> 00:17:31.908 easy for the social network relative to Google to show you a great result. 00:17:32.088 --> 00:17:35.658 You understand the dynamic here when there's a lot of content 00:17:35.928 --> 00:17:38.988 computationally, it's more difficult for the search engine when there's 00:17:38.988 --> 00:17:40.518 a lot of people in a lot of content. 00:17:40.933 --> 00:17:45.823 On the social engine, it's actually easier because it's all driven by relevance. 00:17:46.203 --> 00:17:50.163 You start a newsfeed and newsfeed is not tangent upon search it's contingent 00:17:50.163 --> 00:17:55.083 upon browsing and tabloids and gossip and telling people what's going on. 00:17:55.888 --> 00:18:00.498 In your life right now and among your friends here, you have to actively search 00:18:00.498 --> 00:18:06.618 and figure out what should rank for a query that could span the entire internet. 00:18:07.548 --> 00:18:10.098 You don't have to crawl the entire internet to show one 00:18:10.098 --> 00:18:11.808 person's favorite results. 00:18:11.808 --> 00:18:13.458 You just need to show what their friends are, and they've already 00:18:13.458 --> 00:18:15.768 told you based on their activity. 00:18:16.038 --> 00:18:19.638 If you click on Donald Trump, guess what you're going to get, or Donald Trump, if 00:18:19.638 --> 00:18:22.218 you got a lot of friends that like Donald Trump, what are you going to see more? 00:18:22.218 --> 00:18:22.788 Donald Trump. 00:18:23.113 --> 00:18:23.563 Right. 00:18:23.803 --> 00:18:29.793 You're already telling you're giving the engine, the social engine more 00:18:29.793 --> 00:18:32.703 information, which is helping it prioritize with the search engine. 00:18:32.943 --> 00:18:36.783 It's actually more difficult now let's think about how this applies to local. 00:18:37.713 --> 00:18:41.403 So you take any local business that, you know, for example, a dry cleaner, 00:18:41.853 --> 00:18:46.113 a dentist, a chiropractor, how much information is really available 00:18:46.113 --> 00:18:47.853 about a particular chiropractor. 00:18:47.853 --> 00:18:49.833 Now we know the Internet's really big. 00:18:50.293 --> 00:18:53.293 But if we look at just that one chiropractor, there's 00:18:53.293 --> 00:18:54.613 very little information. 00:18:54.973 --> 00:19:00.133 So it's tough for Google or Yahoo to even say very much about that business. 00:19:00.133 --> 00:19:05.973 Cause there's only so much that you can go off of and the social networks, 00:19:06.633 --> 00:19:11.193 don't like the past information back to the search engines and the search 00:19:11.193 --> 00:19:13.503 engines don't want to show social data. 00:19:13.503 --> 00:19:13.803 Why? 00:19:13.803 --> 00:19:14.283 Because. 00:19:15.328 --> 00:19:19.018 Do you think if you went to Coke, they'd want to give you a Pepsi or do you 00:19:19.018 --> 00:19:20.338 think Pepsi would want to share a Coke? 00:19:20.338 --> 00:19:21.028 Of course not. 00:19:21.178 --> 00:19:24.358 That's why YouTube doesn't show up in the Facebook feed very often. 00:19:25.078 --> 00:19:27.508 And of course, if you go to YouTube, you're not going to see Facebook 00:19:27.508 --> 00:19:29.788 comments, even though technically they could link those together. 00:19:30.418 --> 00:19:37.678 So they don't want to share and with a social engine because it is, it is more 00:19:37.678 --> 00:19:43.918 push and this is more pole you're seeing a shift of power from search the social. 00:19:44.398 --> 00:19:49.218 And the funny thing is it wasn't because the social networks 00:19:49.218 --> 00:19:50.538 built a better search engine. 00:19:50.838 --> 00:19:55.488 It was because there was a dynamic of more information being produced by 00:19:55.488 --> 00:20:02.208 people and the search engines, not having a system that is built upon people. 00:20:02.658 --> 00:20:07.698 So when you hear Zuckerberg, say people first or people-based measurement, 00:20:08.298 --> 00:20:09.468 this is what he's talking about. 00:20:10.063 --> 00:20:14.533 He starting from people and having the content come out versus the reverse here. 00:20:15.103 --> 00:20:18.703 And when it comes to local businesses, because it's around 00:20:18.703 --> 00:20:21.853 people and around trust, kind of like the better business Bureau, 00:20:21.853 --> 00:20:25.993 if they were to invent a technology solution, this is what you're seeing. 00:20:26.403 --> 00:20:30.093 If you want to rank in local, if you want to rank in the Google local, 00:20:30.093 --> 00:20:34.713 three-pack ironically, you need to get a lot of reviews, but the reviews come. 00:20:35.083 --> 00:20:39.253 From building into your operations, a way of getting people to be able to talk 00:20:39.253 --> 00:20:43.303 about your business, that then results in things that the search engine can see. 00:20:43.783 --> 00:20:45.943 And social media, of course, drives reviews that drives 00:20:45.943 --> 00:20:47.533 people to come in and visit you. 00:20:47.803 --> 00:20:48.823 It drives couponing. 00:20:48.823 --> 00:20:53.523 You have adds, of course, adds increase, increase the edge rank between any 00:20:53.523 --> 00:20:58.443 particular objects that are here, making them stronger ads here don't increase the 00:20:58.443 --> 00:21:01.773 EdgeRank because ads don't create links. 00:21:02.263 --> 00:21:05.943 But engagement here from ads does create links, which drives 00:21:06.093 --> 00:21:07.773 higher priority in the newsfeed. 00:21:08.763 --> 00:21:08.943 Okay. 00:21:09.053 --> 00:21:14.853 So, so far we've covered the search engine and the social engine. 00:21:16.113 --> 00:21:19.443 The search engine is crawling all the files that are available to be 00:21:19.443 --> 00:21:22.473 able to rank in the 10 pack results. 00:21:22.963 --> 00:21:27.823 The social engine is crawling all the activities of what the user's doing. 00:21:27.913 --> 00:21:33.073 So you can find out what's going on, cause inquiring minds want to know, but 00:21:33.073 --> 00:21:37.723 what happens if you have a goal, what happens if you want to lose weight? 00:21:38.173 --> 00:21:40.813 What happens if you want to graduate college? 00:21:40.813 --> 00:21:42.643 What happens if you want to find the job? 00:21:43.093 --> 00:21:47.023 What happens if you want to bake the best lasagna? 00:21:47.953 --> 00:21:51.013 Well, you could certainly come over here and say best lasagna recipe. 00:21:51.583 --> 00:21:54.433 And Google will do its best to give you a piece of information. 00:21:54.703 --> 00:21:58.453 That best seems to answer that query based on what everyone else is doing and 00:21:58.453 --> 00:22:00.643 saying, it might not be relevant to you. 00:22:00.643 --> 00:22:03.193 It might actually be a fantastic lasagna recipe. 00:22:03.493 --> 00:22:07.963 And here on social, you might make a post saying who's got the best lasagna. 00:22:08.023 --> 00:22:08.893 I need a recipe. 00:22:09.253 --> 00:22:12.283 And all these other people will chime in and say, well, my mom's got this 00:22:12.283 --> 00:22:13.753 recipe and here's this other recipe. 00:22:13.933 --> 00:22:16.873 And I went to better homes and gardens and they had this recipe here. 00:22:17.583 --> 00:22:19.263 But what if your goal. 00:22:19.933 --> 00:22:21.643 Was to actually make the lasagna. 00:22:21.793 --> 00:22:27.403 Would any of these folks actually help you would search or social actually 00:22:27.403 --> 00:22:29.203 ensure that you achieve that goal? 00:22:29.563 --> 00:22:34.783 How do you know that when you asked that question, how do I overcome depression? 00:22:35.563 --> 00:22:37.033 That, that actually is a valid answer. 00:22:37.063 --> 00:22:39.013 Just because it's a popular answer. 00:22:39.313 --> 00:22:41.143 Doesn't mean it's the right answer. 00:22:41.683 --> 00:22:44.473 And just because it's an answer, there's correct. 00:22:44.903 --> 00:22:48.583 Doesn't mean that it's actually going to help you along the way, achieve a goal. 00:22:48.663 --> 00:22:52.833 So if I say, say, how do I overcome thoughts of suicide? 00:22:53.193 --> 00:22:54.213 Maybe there's a blog post. 00:22:54.243 --> 00:22:55.413 Maybe there's some videos. 00:22:55.563 --> 00:22:56.823 YouTube is owned by Google. 00:22:56.943 --> 00:23:01.323 So there's videos in there and universal search, but it's not the same thing as 00:23:01.323 --> 00:23:05.463 sitting down with a counselor, sitting down with a good friend and sitting down 00:23:05.463 --> 00:23:07.683 with someone who knows you face to face. 00:23:07.983 --> 00:23:08.433 Right. 00:23:08.583 --> 00:23:13.413 And anything that is an important goal, we know is going to have multiple steps. 00:23:14.763 --> 00:23:15.003 Right. 00:23:15.013 --> 00:23:16.003 You want to lose weight? 00:23:16.483 --> 00:23:19.663 Google can tell you something, but what about a coach? 00:23:19.693 --> 00:23:22.903 That's there for you at every stage along the way adjusting. 00:23:22.903 --> 00:23:23.923 Cause maybe you're sick. 00:23:24.103 --> 00:23:26.083 Well, that's going to adjust what your workout is. 00:23:26.083 --> 00:23:27.373 There's feedback that happens. 00:23:27.793 --> 00:23:31.423 And certainly when you ask for things on social, people are 00:23:31.423 --> 00:23:34.513 going to give you opinion, but how likely is that going to be correct? 00:23:34.693 --> 00:23:35.023 Right. 00:23:35.613 --> 00:23:40.803 The achievement of any particular goal that's important requires 00:23:40.833 --> 00:23:42.363 lots of steps along the way. 00:23:42.363 --> 00:23:42.933 Would you agree? 00:23:43.678 --> 00:23:49.938 Multiple steps and the steps, you can break into a checklist thinking 00:23:49.938 --> 00:23:50.818 about anything you want to do. 00:23:50.818 --> 00:23:51.478 That's important. 00:23:52.138 --> 00:23:53.908 You want to make your first a hundred thousand dollars. 00:23:53.998 --> 00:23:55.258 You want to start a business. 00:23:55.678 --> 00:23:57.538 You want to be able to pay off your mortgage. 00:23:57.778 --> 00:23:59.778 You want to get out of credit card debt, whatever it might 00:23:59.798 --> 00:24:00.838 doesn't have to be financial. 00:24:00.988 --> 00:24:01.798 You want to get a girlfriend. 00:24:01.798 --> 00:24:02.458 You want to lose weight. 00:24:02.488 --> 00:24:04.198 You want to learn to play the guitar, right? 00:24:04.198 --> 00:24:07.078 You want to learn to shoot videos and speak on stage? 00:24:07.788 --> 00:24:10.638 No, if you're gonna speak on stage, there's a lot things you need to do 00:24:10.638 --> 00:24:12.198 before you give a keynote address. 00:24:13.903 --> 00:24:17.863 And the steps along the way are going to adjust based on your progress. 00:24:18.433 --> 00:24:19.693 Now here's the interesting thing. 00:24:21.043 --> 00:24:25.873 I know some wealthy people, just like you, that pay for personal trainers, either 00:24:25.873 --> 00:24:27.553 at the gym or to come to their house. 00:24:28.663 --> 00:24:30.583 Now, these are people who are smart and they could certainly 00:24:30.583 --> 00:24:32.293 go to YouTube and search. 00:24:32.323 --> 00:24:36.133 How do I lift dumbbells to be able to do the proper curl? 00:24:37.183 --> 00:24:38.533 But instead they pay for somebody. 00:24:38.533 --> 00:24:38.953 Why? 00:24:39.223 --> 00:24:40.603 Because they want accountability. 00:24:40.903 --> 00:24:44.083 And because they know that person actually cares about them. 00:24:44.413 --> 00:24:46.483 When you type something into this box, it's anonymous. 00:24:46.663 --> 00:24:47.953 There's no real human being. 00:24:48.313 --> 00:24:51.343 And thus, that's why people fail on their new year's resolutions. 00:24:51.463 --> 00:24:54.193 That's why people fail when they take online courses. 00:24:54.573 --> 00:24:54.723 Sure. 00:24:54.723 --> 00:24:58.893 You go to Harvard and you can also go online to all the 00:24:58.893 --> 00:25:03.843 schools, open courseware, MIT OpenCourseWare and Coursera, and. 00:25:04.288 --> 00:25:08.158 Other places where you have free information, but we know that 95% of 00:25:08.158 --> 00:25:11.398 people who take online courses never make it to the end and therefore 00:25:11.398 --> 00:25:12.628 they never start the next course. 00:25:12.658 --> 00:25:15.498 Why is it because the information isn't good here? 00:25:15.528 --> 00:25:16.458 No, it's good. 00:25:16.878 --> 00:25:19.668 Is it because the social networking that they tie to it 00:25:19.668 --> 00:25:20.688 and alerting national system? 00:25:20.898 --> 00:25:21.108 Good. 00:25:21.138 --> 00:25:22.098 No, that's good. 00:25:22.548 --> 00:25:23.178 It's that? 00:25:23.328 --> 00:25:24.138 Along the way? 00:25:25.138 --> 00:25:29.208 People will fall down and they'll go backwards and forwards. 00:25:29.208 --> 00:25:32.988 And the attainment of a goal is always Securitas. 00:25:32.988 --> 00:25:35.148 It's never an exact straight line. 00:25:35.328 --> 00:25:40.098 And you know this too, whenever you have a plan, things always go around 00:25:40.098 --> 00:25:41.208 and you have to be able to adjust. 00:25:41.208 --> 00:25:45.348 And sometimes the ups and downs are such that eventually you break like 00:25:45.348 --> 00:25:49.698 a rubber band and you then give up on the goal because there's no one 00:25:49.698 --> 00:25:51.498 there to be able to encourage you. 00:25:52.348 --> 00:25:58.548 So what happens is that when people do achieve goals, okay, there's something 00:25:58.548 --> 00:26:01.938 that they're doing, the people who do achieve goals, there's something that's 00:26:01.938 --> 00:26:06.948 different about them versus the people who fail Harvard business review, published a 00:26:06.948 --> 00:26:12.458 study that showed what happens in the Oh, poop moment that wasn't pooped the word. 00:26:12.468 --> 00:26:12.528 Yeah. 00:26:13.218 --> 00:26:16.308 And that's when the doctor said, Hey, if you don't stop 00:26:16.308 --> 00:26:17.928 smoking, you're going to die. 00:26:18.688 --> 00:26:23.908 Or you need to stop driving recklessly and drunk because if you get another 00:26:23.908 --> 00:26:27.828 DUI, you could kill somebody or you're going to jail they'll or something where 00:26:27.828 --> 00:26:29.328 they had to make some kind of change. 00:26:29.598 --> 00:26:33.198 And some people were able to make the change and other people were not, you 00:26:33.198 --> 00:26:36.108 know what the difference was with the people who were able to make a change. 00:26:36.768 --> 00:26:39.618 Imagine that doctor says to you, if you don't stop smoking, you're 00:26:39.618 --> 00:26:41.868 going to die in six months of. 00:26:42.403 --> 00:26:44.113 Whatever lung cancer or something like that. 00:26:44.113 --> 00:26:44.503 Right. 00:26:44.623 --> 00:26:49.723 And yet the person still continues to smoke or continues to drink or continue to 00:26:49.723 --> 00:26:52.333 do whatever that results in something bad. 00:26:52.363 --> 00:26:54.373 So they want to not do that bad thing. 00:26:54.853 --> 00:26:55.813 The converse is true. 00:26:55.873 --> 00:26:58.903 Like being able to lose weight or make money, any kind of goal that you have. 00:26:59.053 --> 00:27:03.963 Why is it that the people fail it's because they did and have the right 00:27:03.963 --> 00:27:08.373 combination of the information and the coaching from the people. 00:27:09.428 --> 00:27:13.228 You remember, the search engine has got the right information. 00:27:14.578 --> 00:27:19.498 The delivery vehicle is often through people, but when people give you bad 00:27:19.498 --> 00:27:22.378 information, how often do people give you bad information on the internet? 00:27:22.558 --> 00:27:24.568 Do you really trust what occurs on the Facebook feed? 00:27:25.858 --> 00:27:30.328 So what you have to do is take information which is green and 00:27:30.328 --> 00:27:32.578 have it delivered by people. 00:27:32.878 --> 00:27:36.238 So there's people along the way that are giving you advice on 00:27:36.298 --> 00:27:37.918 any of these particular tasks. 00:27:38.893 --> 00:27:41.833 Now who are the people that have the most authority to give you 00:27:41.833 --> 00:27:43.993 advice on completing that task? 00:27:44.143 --> 00:27:45.493 Someone who's actually done it. 00:27:45.763 --> 00:27:51.423 So if we had proof to be able to show that for any one of these things, they 00:27:51.423 --> 00:27:57.693 had prove to show that one, two, three, four, five, they've done this thing 00:27:57.693 --> 00:28:01.233 multiple times over successfully, this person has done this item successfully. 00:28:01.233 --> 00:28:02.553 One, two, three, four, five. 00:28:02.793 --> 00:28:04.563 This person has done it successfully. 00:28:05.133 --> 00:28:06.333 Then you can trust. 00:28:06.673 --> 00:28:08.833 That this is authoritative that anyone who's giving you 00:28:08.833 --> 00:28:10.813 advice has done that thing. 00:28:10.873 --> 00:28:13.873 When we call that learn, do teach someone who's going to teach. 00:28:13.873 --> 00:28:17.023 You has to have learned it has to have done it enough time. 00:28:17.033 --> 00:28:22.843 So we need to reorganize search and social to create another framework 00:28:22.903 --> 00:28:27.883 in the same way that Zuckerberg said that he's turning the internet inside 00:28:27.883 --> 00:28:33.463 and out by going from information on people, to people at the center. 00:28:33.883 --> 00:28:35.203 And information on the outside. 00:28:35.383 --> 00:28:39.763 The next stage in the evolution of the internet is putting the goal 00:28:39.763 --> 00:28:44.713 first and then having the people and the content on the outside. 00:28:44.713 --> 00:28:46.963 Think about what kind of change that is. 00:28:47.413 --> 00:28:54.343 What does that mean in the same way that search engines, where the social networks 00:28:54.343 --> 00:28:56.413 built on top of the search engines? 00:28:56.893 --> 00:29:00.493 The goal engine has to build on top of the social network, which is built 00:29:00.493 --> 00:29:02.833 on top of the search engine, meaning. 00:29:03.613 --> 00:29:08.923 The social network wasn't possible unless there was the information to begin with. 00:29:09.373 --> 00:29:13.003 And the goal engine wasn't possible unless there was a network. 00:29:14.913 --> 00:29:19.383 So he said that as there was more information, the surgeon just have 00:29:19.383 --> 00:29:23.223 difficulty in finding the right answer because of a needle in the haystack. 00:29:23.763 --> 00:29:27.363 And that's the very thing that drove the power of social network. 00:29:27.633 --> 00:29:29.283 The more information there was. 00:29:29.593 --> 00:29:30.883 There were more powerful. 00:29:30.883 --> 00:29:36.943 The social network became yet the more weak the search engine became now, how 00:29:36.943 --> 00:29:41.293 does that work in terms of a weakness, turning into a strength over here? 00:29:42.403 --> 00:29:46.483 What happens when there are more people giving more opinions and they're checking 00:29:46.483 --> 00:29:49.303 in and they're yelling and whatnot? 00:29:49.513 --> 00:29:54.033 Well, The social network is then able to say the thing that's 00:29:54.033 --> 00:29:57.183 getting the most engagement is the one that rises up to the top. 00:29:57.213 --> 00:29:57.753 Right? 00:29:58.083 --> 00:29:59.523 That's how fake news works. 00:29:59.853 --> 00:30:01.323 That's how advertising works. 00:30:01.353 --> 00:30:05.133 It's based on what but calls the relevant score, which is 00:30:05.133 --> 00:30:07.143 the same thing as the over here. 00:30:07.743 --> 00:30:13.593 So what happens when you know that the social network is surfacing 00:30:13.593 --> 00:30:14.793 to the top of the newsfeed? 00:30:14.793 --> 00:30:18.633 The thing that gets the most engagement, what gets the most engagement? 00:30:19.393 --> 00:30:20.593 People that are unhappy. 00:30:21.103 --> 00:30:22.273 Fake news. 00:30:22.573 --> 00:30:24.853 Bill Gates is going to give everybody a hundred dollars. 00:30:25.093 --> 00:30:27.793 Corona virus is fake because it's really 5g. 00:30:27.973 --> 00:30:28.813 You know, whatever it might be. 00:30:28.953 --> 00:30:35.403 The people that are talking about it is not necessarily the most authoritative 00:30:35.433 --> 00:30:40.173 thing or the most credible thing, or the most accurate thing that is getting to the 00:30:40.173 --> 00:30:43.563 very top of the social network results. 00:30:43.893 --> 00:30:47.853 In fact, the more people there are talking about something. 00:30:48.493 --> 00:30:53.173 The more likely the things that the very top of the newsfeed are going to be 00:30:53.203 --> 00:30:55.383 garbage, which seems counterintuitive. 00:30:55.413 --> 00:30:56.733 But let's think about that for a minute. 00:30:57.603 --> 00:31:03.633 If there isn't as much competition in the social network, then you're 00:31:03.633 --> 00:31:07.593 going to see a greater percentage of what you could see from your friends. 00:31:07.953 --> 00:31:12.868 But when there's more information and more activity, And more things that are 00:31:12.868 --> 00:31:15.558 being collected automatic three, because you're checking in because friends 00:31:15.558 --> 00:31:18.768 are doing things just because you have more and more friends, you have more 00:31:18.768 --> 00:31:20.328 and more pages that you're following. 00:31:20.958 --> 00:31:26.448 Now, the bar is raised higher things that would have made it into your newsfeed. 00:31:26.478 --> 00:31:30.768 Now don't because the engagement level to show up in your newsfeed is even higher. 00:31:31.108 --> 00:31:32.638 So what kinds of things show up here? 00:31:33.028 --> 00:31:38.248 Memes, fake news, stupid videos, Buzzfeed kinds of things. 00:31:38.248 --> 00:31:39.658 And you won't believe what happens next. 00:31:39.658 --> 00:31:44.368 Did cats and babies and things that tend to be lower quality 00:31:45.328 --> 00:31:46.348 show up in the newsfeed. 00:31:46.348 --> 00:31:51.598 So that's like having more channels of TV and the amount of you think with 00:31:51.598 --> 00:31:54.748 more channels of TV, you'd have better programming, but it's actually worse. 00:31:55.823 --> 00:32:01.013 And the Latin, the, the, the Romans had a way of referring to this and they called 00:32:01.013 --> 00:32:03.833 this vulgarity and vulgar is a Latin word. 00:32:03.833 --> 00:32:05.003 That means of the people. 00:32:05.303 --> 00:32:08.273 So the more common, the more popular something becomes the 00:32:08.273 --> 00:32:12.203 more vulgar and common it becomes, which is kind of interesting. 00:32:12.203 --> 00:32:14.243 It's like the tyranny of the masses, if you've heard of this. 00:32:14.683 --> 00:32:16.903 So the things of the very top yeah. 00:32:17.203 --> 00:32:21.253 DMing people, and you can think of Idiocracy you can think of. 00:32:21.658 --> 00:32:26.698 Other shows or other negative utopias where there's so many people here, 00:32:26.878 --> 00:32:30.778 but the level of our education and population has gone down. 00:32:30.868 --> 00:32:33.028 And this is not just an elitist point of view. 00:32:33.268 --> 00:32:37.078 This has proven out anytime you have social networks that grow, 00:32:37.318 --> 00:32:39.418 look at my space, for example. 00:32:40.268 --> 00:32:46.268 My space grew and grew and grew until at some point the density of the network 00:32:46.568 --> 00:32:50.738 was so low because the connectedness of these different people, because of bands, 00:32:51.038 --> 00:32:55.208 because of things that they liked, these people out here were such low engagement 00:32:55.568 --> 00:32:57.548 that the whole network just collapsed. 00:32:57.578 --> 00:33:01.628 It was just air out here, a strong core at the beginning, and then it 00:33:01.628 --> 00:33:03.278 just became lower and lower quality. 00:33:04.778 --> 00:33:06.698 So we know that social networks. 00:33:07.348 --> 00:33:12.778 As they grow bigger, they tend to devolve into more, hate more 00:33:12.778 --> 00:33:16.368 people, arguing, more people saying random things that are stupid. 00:33:16.488 --> 00:33:18.318 And it's not because America is getting dumber. 00:33:18.823 --> 00:33:20.953 It's because this is the nature of graph theory. 00:33:20.953 --> 00:33:23.983 As you have more and more people say more and more dumb things, the dumbest 00:33:23.983 --> 00:33:25.483 things are the ones that rise to the top. 00:33:25.693 --> 00:33:26.203 Amen. 00:33:26.383 --> 00:33:27.283 Is that not true? 00:33:27.613 --> 00:33:29.653 You're not going to change someone's mind because of their 00:33:29.803 --> 00:33:31.153 political opinion on Facebook. 00:33:31.153 --> 00:33:31.483 Right. 00:33:31.543 --> 00:33:32.533 We know that that's true. 00:33:33.573 --> 00:33:35.583 So what happens in the achievement of a goal? 00:33:36.123 --> 00:33:39.868 So if you are scrolling through the newsfeed, And you're letting this 00:33:39.868 --> 00:33:44.308 determine what your attention is then you're probably less and less 00:33:44.308 --> 00:33:47.938 likely to achieve your goal because by nature, if you're scrolling 00:33:47.938 --> 00:33:51.418 through the newsfeed, you're probably not in pursuit of your goal. 00:33:51.538 --> 00:33:52.588 You're just wasting time. 00:33:52.798 --> 00:33:55.288 You're on the toilet versus here. 00:33:55.288 --> 00:33:57.718 You can type in, I want to make a million dollars. 00:33:57.718 --> 00:34:01.138 I want to be an entrepreneur and you'll get back lots of search results. 00:34:01.138 --> 00:34:03.058 But how do you know which is the right one for you? 00:34:03.058 --> 00:34:08.278 Because based on what you care about, The search engine doesn't know the search 00:34:08.278 --> 00:34:09.828 engine knows just what you do typed in. 00:34:09.828 --> 00:34:10.968 I want to be an entrepreneur. 00:34:11.148 --> 00:34:12.198 I want to make money online. 00:34:12.258 --> 00:34:14.658 I want to start an ad agency doing Facebook ads. 00:34:15.343 --> 00:34:18.403 But Google doesn't know all these other things about you. 00:34:18.493 --> 00:34:21.843 Google doesn't know how strong your ability is to run ads. 00:34:21.843 --> 00:34:24.783 Google doesn't know how you're feeling until they do the brain implant. 00:34:24.903 --> 00:34:26.073 They're trying to do stuff like that. 00:34:26.703 --> 00:34:29.973 The social network is only going to give you worse and worse advice. 00:34:30.423 --> 00:34:33.933 So there needs to be, and there will be a goal engine. 00:34:34.188 --> 00:34:39.528 That sits on top of these two, because when you can take all this information 00:34:39.978 --> 00:34:45.378 and all these people and verify that people have actually achieved a particular 00:34:45.378 --> 00:34:52.518 goal, then they can move up and be voted on by other people and follow that 00:34:52.518 --> 00:34:54.018 person and have achieved that result. 00:34:54.948 --> 00:34:58.338 The closest dynamic I can think of for this is a cookbook and 00:34:58.338 --> 00:35:01.938 there are crowdsource cookbooks where people will submit recipes. 00:35:02.308 --> 00:35:05.188 And the more people that vote up that recipe, because they've tried that 00:35:05.188 --> 00:35:09.238 recipe, the more people will say, wow, this is a good recipe to try, 00:35:09.568 --> 00:35:12.208 or it could be guitar tap, right? 00:35:12.208 --> 00:35:15.658 You go look up Leonard Skinner and you pick up one of their songs. 00:35:15.658 --> 00:35:19.158 And this one's got eight, a hundred for 4.9 star reviews. 00:35:19.548 --> 00:35:23.088 That's probably it pretty good, accurate tablature transcription 00:35:23.088 --> 00:35:24.138 of that particular song. 00:35:24.168 --> 00:35:24.498 Right. 00:35:24.823 --> 00:35:26.833 And you know, that that's true on Amazon. 00:35:26.833 --> 00:35:30.043 For example, when you look at products that are being sold, when there's a lot 00:35:30.043 --> 00:35:34.123 of reviews, because it's based on other people that have used that particular 00:35:34.123 --> 00:35:38.953 piece of equipment, or have used that blender that says this is authoritative 00:35:38.953 --> 00:35:40.533 based on some kind of have proof. 00:35:41.163 --> 00:35:45.543 Now imagine you could sequence together a series of tasks. 00:35:45.783 --> 00:35:49.803 And when you put these tasks together, they are in the achievement of a goal. 00:35:50.523 --> 00:35:51.513 Now, all of a sudden. 00:35:52.318 --> 00:35:57.538 You realize that any particular goal is a combination of items 00:35:57.538 --> 00:36:01.978 that need to occur in sequence, which is a checklist style recipe. 00:36:02.788 --> 00:36:10.708 Whoever can assemble these recipes that are composed of these tasks that 00:36:10.708 --> 00:36:15.388 are completed by these people who have done them authoritatively, that 00:36:15.388 --> 00:36:19.168 is something that other people can follow now for a goal engine to work. 00:36:20.143 --> 00:36:24.133 You have to have the detection and collection of a goal. 00:36:26.473 --> 00:36:29.113 The thing with searches, you have to already define the problem. 00:36:29.503 --> 00:36:34.363 Let's say that you want to be a successful entrepreneur, or you started a business. 00:36:34.483 --> 00:36:36.763 Can Google tell you what's wrong with your business? 00:36:36.943 --> 00:36:39.823 You can ask it, you can play 20 questions, but they won't really know. 00:36:40.123 --> 00:36:41.893 And you can say, Hey, I'm struggling. 00:36:42.043 --> 00:36:42.883 Can somebody help me? 00:36:42.883 --> 00:36:44.413 My business is not working well. 00:36:44.413 --> 00:36:46.243 My conversion rates are low. 00:36:46.243 --> 00:36:47.323 I'm not getting many leads. 00:36:48.028 --> 00:36:49.138 Customers aren't coming to me. 00:36:49.498 --> 00:36:52.408 Can the social network tell you, Oh, it's because of your pricing. 00:36:53.068 --> 00:36:56.998 It's because a competitor moved in next door and they're undercutting 00:36:56.998 --> 00:37:02.098 you it's because you aren't answering the phone or your product just sucks. 00:37:02.128 --> 00:37:03.358 Or someone left you a negative view. 00:37:03.508 --> 00:37:05.188 Like no one can really tell you that. 00:37:05.818 --> 00:37:13.498 So the beginning of the goal engine is the collection of information that's 00:37:13.498 --> 00:37:15.988 necessary to drive that particular goal. 00:37:16.548 --> 00:37:22.938 I remember the shift here turned the search engines inside out 00:37:22.968 --> 00:37:25.248 by putting people first here. 00:37:25.308 --> 00:37:27.408 The shift is the goal first. 00:37:27.948 --> 00:37:32.838 So when people define what their goal is like a three by three grid, then 00:37:32.838 --> 00:37:42.828 from the goal, you can specify who the people are that you trust that 00:37:42.828 --> 00:37:44.088 will help you achieve those goals. 00:37:46.318 --> 00:37:54.898 And those people can then give you advice, which is the content associated with the 00:37:54.898 --> 00:37:56.698 achievement achievement of that goal. 00:37:57.328 --> 00:38:03.178 So think about this, the social network said we're going to put the people first 00:38:03.328 --> 00:38:07.378 and the content on the outside, the goal engine said, we're going to do that, 00:38:07.378 --> 00:38:08.938 but we're going to put the goal first. 00:38:09.538 --> 00:38:11.248 Then the people, then the content. 00:38:11.938 --> 00:38:15.658 So you see how it goes, one level deeper, it took this, and then 00:38:15.658 --> 00:38:18.538 it said, Nope, we're going to put your people on the outside here, 00:38:18.688 --> 00:38:19.798 which is what you already had. 00:38:20.428 --> 00:38:21.868 And we're going to put the goal in the middle. 00:38:22.228 --> 00:38:26.998 If you follow what we're teaching about the topic wheel, about the three stages of 00:38:27.538 --> 00:38:31.258 the funnel and awareness to consideration to conversion, you know, that what's going 00:38:31.258 --> 00:38:39.478 on is we're starting from the why to the, how to the, what the, what is the goal? 00:38:40.003 --> 00:38:41.413 The, what is what you want to achieve. 00:38:41.743 --> 00:38:46.453 And if that goal is important, people are willing to spend money to achieve it, and 00:38:46.453 --> 00:38:50.533 they're willing to, and they want to work with people who will help them achieve it. 00:38:50.743 --> 00:38:54.103 And those people are selling courses and selling products and selling 00:38:54.103 --> 00:38:58.183 services and items that are in the achievement of that particular goal. 00:38:59.653 --> 00:39:05.503 How much money will someone pay to achieve their goal versus pay to. 00:39:06.448 --> 00:39:12.588 Get some kind of fat, like what's the capital of Alabama versus give me a 00:39:12.588 --> 00:39:15.468 great experience at the beach in Alabama. 00:39:15.738 --> 00:39:17.028 Should I go, where should I go eat? 00:39:17.508 --> 00:39:17.958 Right. 00:39:18.558 --> 00:39:22.848 Would you not agree that a goal is worth a lot more than keeping up with the 00:39:22.848 --> 00:39:27.288 news of whatever's going on among your friends versus some kind of factual query? 00:39:27.348 --> 00:39:27.978 Imagine. 00:39:29.098 --> 00:39:32.938 Even if you could get the right answer here on a factual query, you'd have to 00:39:32.938 --> 00:39:35.188 string the right questions together. 00:39:35.428 --> 00:39:38.038 You have to know what those right questions are to be able 00:39:38.038 --> 00:39:39.568 to achieve that particular goal. 00:39:41.548 --> 00:39:43.918 This is where the evolution of the internet is going to happen. 00:39:44.983 --> 00:39:48.403 Social has been 10 times bigger than search in terms of the 00:39:48.403 --> 00:39:49.663 information that's possible. 00:39:50.053 --> 00:39:54.313 The value of achieving your goal is going to be 10 times bigger than social. 00:39:54.343 --> 00:39:56.233 We're about to hit this new phase. 00:39:56.503 --> 00:40:00.163 And I hope that you will join us in helping people to achieve goals 00:40:00.493 --> 00:40:04.933 because of your topic wheel, because of what you stand for because 00:40:04.933 --> 00:40:06.193 of the network that you have. 00:40:06.508 --> 00:40:10.438 Because of the word of mouth, that's backed by the proof of what you've done, 00:40:10.498 --> 00:40:15.718 that you are publishing to webpages and to all the other social networks out there. 00:40:16.078 --> 00:40:19.438 This, my friend is what we call the goal engine and it's how we're 00:40:19.438 --> 00:40:21.358 all going to make money together. 00:40:21.418 --> 00:40:24.568 I'd love to see what your feedback is on this new framework. 00:40:27.228 --> 00:40:27.768 They're done.