Episode 13: Rethinking Airlines and Why the World Needs More Artists

Episode Transcript

Garrett: Well, welcome to another episode of Original Marketing, the 13th episode.

Brady: 13th. Halloween’s coming up.

Garrett: Very soon- ish.

Brady: I don’t know why 13 reminded me like Friday the 13th.

Garrett: Scary.

Brady: Scary number, bad number.

Garrett: It’s like 30 days away though.

Brady: It’ll be here very soon. You know it. I’m already seeing all the spooky stuff. Lindsay got someone spooked her at work, so they left her a gift. And she was the first one in the office. And so, now she needs to spook someone else in two days.

Garrett: So, they just took Christmas and then relabeled it as Halloween?

Brady: Yeah, but she called it the-

Garrett: Just like a Secret Santa, right?

Brady: Yeah, kind of. She got a Starbucks gift card. So, she’s like, ” What the heck do I do?”

Garrett: But it wasn’t… Okay, so timeout. If you’re going to spook somebody, I thought she opened the gift and it was like a jumping-

Brady: No. She just randomly had a Halloween themed gift on her desk. And it was like a whole thing.

Garrett: Well, no. No. She had a Halloween themed wrapping paper.

Brady: There was a ghost stuffed animal.

Garrett: Oh, okay.

Brady: And a Halloween-

Garrett: Because you said Starbucks.

Brady: …Starbucks gift card was probably a Halloween themed card. And so, that’s a thing. Those in- office people.

Garrett: Yeah. We don’t really… Yeah.

Brady: I mean, we have a great gifting culture. But it was just so funny. It reminded me back in the day.

Garrett: Oh, yeah. Gift giving back and gift giving I think is fundamentally ingrained to directive. But I think the only funny office gift we had was the Josh Nelson signed-

Brady: Oh, my gosh.

Garrett: …self- portrait.

Brady: And that thing just got passed around every Secret Santa.

Garrett: Yep.

Brady: I think he signed a basketball too. And that was always the Secret Santa was just something autographed by him.

Garrett: Shout out Josh Nelson.

Brady: Yeah. Good gifts. Great gift.

Garrett: Well, how was your week, Brady?

Brady: Week? You always say week. I’m guessing you’re asking weekend.

Garrett: We keep recording on different days in my defense.

Brady: Yeah, I know.

Garrett: This is-

Brady: That’s true. We record on Friday. So, week makes sense. We’re back to Monday today.

Garrett: Which is our normal. We’re back to business as usual.

Brady: Yes. We’re on the rhythm.

Garrett: Feels good because I keep doing Friday, and then Monday show, or.

Brady: Oh, yeah. Doing the Friday then Monday is tough. It’s like, ah.

Garrett: Just saw you.

Brady: Yeah, just talked about ads.

Garrett: Anything exciting this weekend?

Brady: This weekend was good. Had a nice dinner. Recommend Mayfield in San Juan. You would like it. They do like a multi- course dinner thing.

Garrett: Okay.

Brady: And depending on the size of your group, is depending on how many medium plates you can order and large plates.

Garrett: What’s the theme? What kind of cuisine?

Brady: Oh, I want to say it’s Mediterranean.

Garrett: Okay. So, there was some hummus, and maybe some pita bread.

Brady: Yeah. So, they start you off with seven dips and breads.

Garrett: Olives.

Brady: And then you have six appetizers. Then you have three small plates, and then three large plates.

Garrett: That is cool.

Brady: Was our group of six.

Garrett: And what’s it a head? 90 bucks, 120?

Brady: 65.

Garrett: That’s actually pretty good for a fixed menu.

Brady: Yes.

Garrett: 65 bucks for dinner, not lunch?

Brady: Yeah, it was dinner.

Garrett: That’s pretty good. Where is it located?

Brady: San Juan.

Garrett: By the old train station?

Brady: By the train tracks across the street from the movie theater.

Garrett: Yeah, yeah. Yeah. In that weird, where what’s that coffee shop over there?

Brady: Hidden House?

Garrett: Yeah.

Brady: It’s on the other side of Hidden House. So, it’s right across from the movie theater.

Garrett: Got it. Yeah. I know where you’re at.

Brady: It’s good though.

Garrett: So, it’s in the train. Is it in the train?

Brady: No, no, no. It’s not one of those.

Garrett: It’s like over where that Italian restaurant.

Brady: Yeah, it’s on that short down street going into the parking structure.

Garrett: I know where it is.

Brady: It’s on the right.

Garrett: Yeah, yeah.

Brady: Yeah. I highly recommend.

Garrett: Okay.

Brady: Check it out.

Garrett: Mayfield. Got to check it out.

Brady: Yeah. What about you?

Garrett: I got back from Octoberfest.

Brady: Oh, yeah. You were up. You were in the air for most of your weekend.

Garrett: Me and airplanes, we just hang out. We’re permanent friends.

Brady: Nice.

Garrett: It was good. It was awesome. They drink a lot of beer. And I drink Coors Light. They were drinking like straight Budweiser.

Brady: Well, what is the German beer like? Is it thick? Is it light?

Garrett: It’s a full- body lager. It’s a lager.

Brady: Okay.

Garrett: And it doesn’t go down like a Coors Light.

Brady: Yeah. What’s the ABV on it, do you know?

Garrett: Oh, I forgot where-

Brady: At Octoberfest, the beer they’re passing around. What is it?

Garrett: I forgot we’re an ABV show. This is –

Brady: Yeah, come on. We created a beer on the last episode.

Garrett: I know. I know we did. We did.

Brady: We got to talk ABV. I’m not bringing out the IVU.

Garrett: The best light beer to ever be mixed with Guavajes?

Brady: Yes, is Coors Light.

Garrett: Yes.

Brady: This is a Diet Coke by the way. It looks a lot like Coors Light. That gets me in trouble at home. Every now and then, I pull out a Coors Light at 2: 00 PM. Nope, not right now. Get the Diet Coke. They look the same.

Garrett: I don’t know the ABV. I’m 31 now. Drinking at 31 is different than drinking at 21.

Brady: Yeah, you can afford it.

Garrett: It was funny because they had, the culture there, you can start drinking at 16. But you drink at home at 14.

Brady: Yeah, yeah. Yeah. Like wine at dinner.

Garrett: Yeah. So, there’s always 18, 19 year olds around me. But they’re all super mature. So, Tanner and I always thought they were like 27 or something because the way they acted while they were out. But that’s because they had been around that. Much healthier system, in my opinion, to have people learn how to consume alcohol in their homes. Here, right. We all leave our homes. We go to college at 18. And maybe if your parents don’t drink or something, you haven’t literally really been around that.

Brady: Yeah.

Garrett: So, I would say it’s a net positive for society. And then Octoberfest, they don’t do a ton of liquor. So, you didn’t see for how much it’s known as a drinking event, and it is a drinking event, it wasn’t that wild.

Brady: Yeah.

Garrett: You know what I mean? It was more Stagecoach than Coachella.

Brady: Because I can imagine, what’s the bathroom situation there?

Garrett: It wasn’t a big deal.

Brady: Oh, it was pretty easy?

Garrett: Everything worked.

Brady: Okay.

Garrett: I got to give that to the Germans. Everything worked. The bathroom, sometimes you have to pay to use the bathroom though. That was a little interesting.

Brady: Because that would hold me back if the bathroom situation sucked, and it’s only beer.

Garrett: No.

Brady: I feel like I wouldn’t get too messed up.

Garrett: I never waited for a urinal the whole time. There was probably 600, 000 people there.

Brady: Well, maybe I would’ve had a lot of beer. I don’t know,

Garrett: Yeah. You would’ve done well. So, it was three days, right. And so, day one we went out a little. Day two, we didn’t go out very much. Day three, we went out pretty good because it was Saturday, it was the final hurrah. You got to kind of do it. But never had really an issue with the bathroom. It is very communal. So, there wasn’t really any seats, if that makes sense. You got access to the big building. But then you had to kind of hey, mister your way to get a seat on a table. And that part was a little fun because you had to kind of hunt for it. But, yeah.

Brady: It’s just two of you, which is probably.

Garrett: Yeah. It would have been-

Brady: …nicer than going with a group of 20 and trying to find a place to sit.

Garrett: Correct. But if you got a table, you were always sharing.

Brady: Oh, yeah. You were probably squeezing in.

Garrett: Exactly. So, in my head, I was like, ” You’re right.” But if I had a bigger group, and I did reservations, I would’ve been okay.

Brady: Yeah.

Garrett: But you have to do them like a year in advance.

Brady: You kind of create your own space in a group too?

Garrett: Yeah, exactly.

Brady: Yeah.

Garrett: But no, it was awesome.

Brady: That’s cool.

Garrett: I highly recommend anyone to check it out before you get too old because I do feel like it is better when you’re younger.

Brady: Yeah.

Garrett: Just due to the nature of just grinding it. It’s a multiple day event.

Brady: I don’t know. My wife, Lindsay, she’s already gone. So, I don’t know if I’ll ever make it. Because in her mind, she’s been to Octoberfest. She has a cool little pretzel necklace she got.

Garrett: Oh. I didn’t know if she passed away or something. She was already gone. I was like-

Brady: No. She’s gone.

Garrett: I was like, ” Lindsay’s already gone.” She already gave up on drinking. She was already past that. I was like, ” Oh, no. Lindsay.”

Brady: She’s good. She’s good. No, she’s been to Octoberfest before we were together. So, I don’t know if I’ll ever make it.

Garrett: You got to do it once.

Brady: She’s done a lot of things that I still want to do in my life. So, we might have to make some repeats for her.

Garrett: And maybe you’ve done some stuff, yin and yang.

Brady: I don’t know. She’s done it all. She’s traveled so much.

Garrett: I love it. I love it. Well, let’s talk a little bit of advertising and jealousy Brady.

Brady: Yeah. So, we got one pulled up already on the screen. And I’ve been seeing this one lately. And it’s Samsung going after Apple. I’ve been seeing these, and a lot of it’s digital out of home because they have a counter on it. So, it has to be digital, like this one.

Garrett: Yeah, that’s a good point.

Brady: It’s a screen. So, it kind of looks like it’s a paper billboard, but this is a screen one. They’ve been doing it at bus stops and stuff. But they’ve essentially been calling out Apple after their recent release about the specs on their camera specifically. So, 48 megapixels question mark. You’re almost there, Apple. We’ve had 108 megapixels for two years, six months, and four days.

Garrett: Can I pause you for a second?

Brady: Yep.

Garrett: The only people who buy Samsungs already buy them because they care about the megapixels. So, what’s your take on that? Because I did, I got what you’re saying.

Brady: Yeah.

Garrett: But I find it, I’m going past it at a surface level. And I’m just trying to get to the persona, the outcome, apathy to action, right?

Brady: Mm- hmm.

Garrett: If you’re Samsung, how do you get the Apple customer to shift when the Apple customer chose Apple because they didn’t care about megapixels in the first place?

Brady: Yeah.

Garrett: Because literally, the Samsung Android user, they like to customize all their stuff. They like the freedom of it. They like the fact that it’s an Android. They like Excel. They don’t use a MacBook. They usually work in some type of techy type and use a PC, or they’re a gamer. They like that wigitized, customized, tech spec version of Samsung.

Brady: Yeah.

Garrett: So, because my point is when they’re doing it, and to your point earlier, we want people who are… It’s a switch campaign. So, that’s what I’m finding interesting.

Brady: Yeah. So, and I was thinking about that too.

Garrett: Okay.

Brady: Is this enough to switch? And what’s interesting is just even what’s going on with Apple right now, is they’re shutting down production of new iPhones because demand was a lot smaller than they forecasted, which a lot’s going on in the economy. So, I’m not saying that’s because of Samsung.

Garrett: Is that true though? Because I ordered my iPhone. It’s going to take all the way to middle of October to get it to me. And I went to Fashion Island and South Coast, fully sold out of the Pro.

Brady: But I think that’s because they weren’t making enough. I don’t think that’s a reflection of demand is higher than they forecasted. I think because they shutdown production.

Garrett: No, no. It is. It’s demand is higher than they forecasted, but isn’t high enough. I think is, right?

Brady: Yeah.

Garrett: Because that’s why they don’t have anything. There’s a shortage.

Brady: Yeah.

Garrett: But you’re not saying it’s a shortage because there’s so many people who want them. It’s because they didn’t really make that many of them.

Brady: Yeah.

Garrett: Fair.

Brady: But I think ads this can kind of play a part in that to where it just calls out the lack of innovation. And I’ve been at a different level I think of consuming Apple to where I watch the keynotes. And I think-

Garrett: You fanboying?

Brady: Not as much. When I watched them, this really isn’t that much better.

Garrett: I agree. But you’ve used the Google Pixel, correct? Did you do that thing?

Brady: I didn’t, but my roommate did.

Garrett: Okay. I just remember.

Brady: Because we were both on the bandwagon on let’s just switch off of iPhones. Let’s get Google Pixels.

Garrett: I was on that same thing too. Can I tell you my story?

Brady: Was it all group threads just getting destroyed?

Garrett: No.

Brady: Because that was his thing, is all of his group threads broke. He couldn’t text people. He was green instead of blue. And he switched back in a second.

Garrett: I don’t care what other people think about me. That was not-

Brady: Well, it wasn’t that. It was more just technically.

Garrett: Okay.

Brady: It was hard to set up on his computer, which was an iMac.

Garrett: That, yes. You would have to give up your interconnected community.

Brady: Yeah.

Garrett: So, maybe if you already had a surface, and maybe you know what I mean?

Brady: Yeah.

Garrett: Now, you already didn’t use a MacBook. You used a PC. That’s what I’m saying. That’s already kind of their audience. My issue when I went to the store was the haptic.

Brady: What’s that?

Garrett: Haptic is touch.

Brady: Okay.

Garrett: Can you pull it up for us real quick here?

Brady: Yeah.

Garrett: I want to make sure.

Brady: New words. Come on.

Garrett: Let’s look at the def again. We like to pull up our-

Brady: It’s Monday, so.

Garrett: Yep. We like to pull up our new words. So, haptic is going to be our word real quick. Let’s see what.

Brady: It should be a new segment. Teach Brady words.

Garrett: Let me see. Related to the sense of touch, in particular relating to the perception and manipulation of objects using the senses of touch. I don’t know what that word is though. That, well, give me that word.

Brady: Oh, yeah. It’s proprioception.

Garrett: Yeah, yeah. What’s proprioception? I have never heard of that word. Okay. So, yes. I don’t know what that means still really. But, yes. So, go back for me to the word I did know. Thank you.

Brady: Come on. We’re supposed to sound smart on this show. You’re really exposing us here.

Garrett: We’re not very smart.

Brady: We don’t know words.

Garrett: We work exceptionally hard, but we are dumb as nails. Not smart, hardworking. There’s a feeling Apple gives your thumb, your body, when you use their touch pad. Have you ever used your parents on their Microsoft’s touchpad and then used an Apple’s touchpad? Have you ever used a touch screen on an Android?

Brady: No.

Garrett: It doesn’t feel the same. It doesn’t slide. It has a certain level of ghettoness and a level of not being magical.

Brady: Yeah, I do think that’s on the patent side of things.

Garrett: Correct.

Brady: It is.

Garrett: No, I mean, the Apple device, the way you interact with it has a haptic feedback. It creates a feeling when you physically use it where you’re like, ” This is,” Apple’s just natural beauty personified in their products.q Now, we all have to put covers on them. And I hate that premise of it all.

Brady: Yeah.

Garrett: You know that moment when you first take it out of the box and the way it just feels in your hand?

Brady: Yeah.

Garrett: So, I went to the store and I did that with the Pixel. And the Pixel, my thumb wasn’t moving on it right. The buttons had a click to them. It didn’t feel like a beautifully made product. It felt like a highly functional product.

Brady: Yeah.

Garrett: And my point is people buy Samsung, in my opinion, for function over form. And people buy iPhone to fit in, and for form, and for interconnectivity. And they just like to be a part of the IT crowd, right.

Brady: Yeah.

Garrett: And that’s like the popular crowd. And then the Samsung’s kind of the nerds. That is to a certain extent. So, if you were trying to get the cool kids to switch over, Scarlet, we got to get you a mic. Do you care about the megapixels on your phone and do you really know what that means?

Brady: She’s got a puppy. You know want those eyes to pop.

Scarlet: I mean, yeah. But iPhone is still good.

Garrett: Correct. But when you buy an iPhone you’re not looking at the megapixels, correct? That’s kind of my point. So, with the Fold, who here thinks the Fold is corny as hell?

Brady: Oh, yeah. I know what, the-

Garrett: The gimmicky things. They sell with gimmicks.

Brady: Yeah, the big, it turns into a big square.

Garrett: That’s my only problem. I do think it’s very clever what they’re doing.

Brady: Yeah.

Garrett: I think my only point to you is do you think gimmicks, do you think the strategy, if you’re going after Apple, and they’re literally mentioning Apple, right?

Brady: Yeah.

Garrett: They’re mentioning Apple in the ad. Do you think gimmicks would get you to switch?

Brady: No.

Garrett: Because that’s the way I feel about it.

Brady: So, I think the camera is a strong technology focal point, right, because a lot of people’s social media, they care about the quality of the images.

Garrett: Is that the moon one? Did you show the moon one?

Brady: I don’t think so.

Garrett: Okay. I just saw this the other day. Can you show… Watch this. I’ll show you what I mean. And I do agree with you, by the way.

Brady: Yeah.

Garrett: Because I’m on your same page. I don’t know how well they execute it is more my thing.

Brady: I think it’s a piece to the puzzle. An ad like this is a piece, just to get the perception out there that Apple isn’t that innovative. 43 megapixels in their ecosystem is a big deal. But in the general ecosystem of smartphones, we’ve been at 108 for two years.

Garrett: Is that where we are at with Apple?

Brady: So, Apple just announced on the 14 Pro, it’s up to 43. And I think that Samsung ad says we’ve been at 108 for two years and the whole counter thing.

Garrett: I just recycled my lease. I know that’s not what everybody does. But just in my head, I just buy the new iPhone.

Brady: Yeah. So, 48 versus 108. So, this is the ad is kind of just helping create that perception. But I agree.

Garrett: Can I show you how they should have done it? Because someone did an ad. I just saw it on Twitter.

Brady: With the-

Garrett: Can you just-

Brady: Yeah, I’ve seen. They zoom into the moon.

Garrett: Yeah. You’ve seen that.

Brady: I’ve seen that video.

Garrett: Okay. So, let’s pull that up though for the audience because I like this version of the marketing.

Brady: Yeah. Is that an ad, or is that just user generated content?

Garrett: Why can’t that be an ad?

Brady: Which you could add.

Garrett: That’s kind of my point.

Brady: Yeah.

Garrett: If you want me to switch, connect with my emotion because I’m an Apple user.

Brady: Yeah.

Garrett: I’m an emotional user. Make me feel why your phone is better is kind of where my head’s at.

Brady: Yeah. So, that’s why I think this is just a piece of the puzzle. I think if you Google-

Garrett: Apple zoom versus Samsung zoom on the moon. It’s like Apple versus Samsung zoom on moon. I just saw it on Twitter. I hope I bookmarked it.

Brady: It should be out there. I think it’s pretty popular.

Garrett: I ironically literally just went through this experience, Brady. You and I didn’t talk like before this when I saw that.

Brady: Yeah.

Garrett: I think they’re listening. But watch this.

Brady: Oh, gosh. Joe Rogan.

Garrett: No, no, no.

Brady: This is an actual photo of the moon. What’d you search? Apple versus Samsung moon?

Garrett: Oh, moon because of the-

Brady: Zoom.

Garrett: Moon Zoom. Yeah.

Brady: Yeah. Moon zoon in. It doesn’t have to be Twitter. Maybe it’s that one.

Garrett: There’s that one right there. Yeah, I think it’s that.

Speaker 4: Klaviyo. There’s a new way to.

Brady: Oh, Klaviyo ad.

Speaker 4: Customer platform.

Brady: No, that’s all right. We have to upgrade. We support ads here. Don’t worry.

Garrett: It was just this lady at a stadium. She was at the baseball game, right. It was the baseball game on. She was at the baseball game. Yeah, see it was-

Brady: S. Yeah, I don’t think this is the-

Garrett: Whatever, we don’t have it.

Brady: It should show it.

Garrett: Okay. But you all can go on Twitter, find it. It’s just an iPhone user trying to zoom in the moon. It gets all grainy.

Brady: Yeah.

Garrett: Samsung person makes the moon literally perfect.

Brady: Yeah, there’s crazy city ones too. They’re far away in a building. They zoom in to a part of the city.

Garrett: And iPhone gets me without throwing ads. When iPhone tells me that I should buy their camera, they show it to me with their photos.

Brady: Yeah, the cinematic-

Garrett: Shot on iPhone.

Brady: …view, and.

Garrett: Cinematic, by the way, is sick.

Brady: It’s pretty cool.

Garrett: Because I didn’t know about that.

Brady: And then post production too, you can go back and edit what’s focused.

Garrett: Because Tanner, when we were at Octoberfest, last time we did a trip together, him and I are terrible about photos.

Brady: Yeah.

Garrett: We literally, apparently we’ve never done anything together in our lives. But he was doing photos day one. And he had all his content. He didn’t do any day two or three, neither did I. But day one, he was committed to making sure that there was-

Brady: No one needs the blurry photos.

Garrett: Yeah, some documentation. Exactly. But he had on cinematic mode. And it looked epic.

Brady: Yeah.

Garrett: And I don’t even use that normally. And that’s what I’m saying. Make people experience your product. Well, what’s this Brady? Show me global market share.

Brady: So, this is just the global market share of all the phone makers. So, Samsung on a global scale has always had the most market share. And then you see since Q4 2021, Apple is falling off from 22, to 18, to 16. So, I feel like ads this are kind of capitalizing on that momentum. I think it’s just creating that market awareness for iPhone users just to know, ” Hey, you probably won’t switch because of this ad, but just know our camera is way, way better.” I think the next step is-

Garrett: What’s US though, bro? If I’m at anywhere, I’m talking Taco Bell or Five Star restaurant, and I ask how many people have iPhones? Isn’t it got to be like 75% of the people in the room?

Brady: I don’t know.

Garrett: How many people in your life have a Samsung? How many green texts are you coming across? How many group chats can you not do correctly in name?

Brady: My dad and brother- in- law.

Garrett: Your dad’s still an OG.

Brady: My dad’s got two. My dad’s still like a personal phone, business phone, dual wielder kind of guy.

Garrett: I like that. I’ve been thinking about doing that myself, genuinely.

Brady: He used to have two Jawbone Bluetooth.

Garrett: Oh, he would?

Brady: Yeah. He was like-

Garrett: Oh, that’s sick.

Brady: …transformer.

Garrett: That’s dope. That’s ultimate dad. That’s a dad power.

Brady: Power moves.

Garrett: But so, he’s rocking his, but he then has a PC too, right?

Brady: No, he has an iPad and an iMac.

Garrett: Wait.

Brady: Yeah. I know. I don’t know.

Garrett: Okay.

Brady: I don’t know. He has a Fitbit for a watch. So, he is not all covered.

Garrett: He’s his own man.

Brady: He’s figured out the connectivity.

Garrett: He’s a renaissance man of technology. I love it.

Brady: No, I do think the next step is even social influencers. I know one photographer who gets sent Samsung phones. And then he does photos on the phone, and he makes ads out of it. He’s a big photographer. But even just all these influencers, if you can get them to let their followers know, ” I’m doing all this on my Samsung,” because I think a lot of people think like, ” Oh, my iPhone, Instagram works so well on it.”

Garrett: It’s like a social pariah though, if you use one of those. That would be bad for their brand. That’s how ingrained Apple is into being cool.

Brady: Yeah. And I guess you mentioned the global scale. It’s everyone’s on what? It’s the big chat.

Garrett: WhatsApp.

Brady: Yeah, WhatsApp. Everyone’s using WhatsApp. So, who cares about Apple Group text versus-

Garrett: Okay. Can I talk about WhatsApp for a second? This is an important conversation.

Brady: I know nothing about it. So, this conversation’s going to be coming from you.

Garrett: Because my soccer team has one guy with a Samsung. And they moved all the communication into WhatsApp.

Brady: Yeah.

Garrett: And then they have to personally DM me because I never see it that if they got the messages. I’m not a fan of WhatsApp. Not a fan. Everybody uses it outside of the US. But no one in the US uses it. And the youth, whenever I meet them at the Octoberfest, they love it. They’ll be like, “What’s your at?” That’s how people talk now.

Brady: What’s your at?

Garrett: Yeah, when they meet you.

Brady: Oh, your handles?

Garrett: Yeah, yeah. They do that socially.

Brady: Yeah.

Garrett: I had no idea.

Brady: What’s your at?

Garrett: Yeah, yeah. We’re getting way-

Brady: Gmehrguth.

Garrett: We’re getting way older. It says me and my three kids.

Brady: I don’t even know what my at is right now.

Garrett: Yeah.

Brady: It used to be BrayC. And then I dropped that. And I wanted it back and it’s gone.

Garrett: Okay. We’re going to have to talk about that. All right. So, I like it. Look, Samsung’s great at some things. I’m sure. I’m an Apple guy. I can’t.

Brady: I don’t know. I feel like it’s just a good moment for it.

Garrett: It is.

Brady: I feel like they’re not selling as many phones. People are catching on to, is this really as innovative as the last keynote?

Garrett: Yeah, they’re treating us like sheep. Samsung has been doing great innovation.

Brady: Yeah. They’re holding back on features just for the sake of the next keynote.

Garrett: Now, I got to have a USBC. I finally just got all my right cords, and now you’re changing them.

Brady: Yeah. They’re not adding chargers now. And some countries are pissed about that because they don’t have, we all have all the chargers extras, but there’s other countries who are adopting iPhone more for the first time.

Garrett: No, that is a problem because sometimes I’ve got the old type, but it doesn’t have a USBC. The whole new USBC thing.

Brady: Well, the new phones don’t come with anything. No charger.

Garrett: They come with a cord though.

Brady: I don’t know if they don’t come with the butt, or everything. There’s one country who said, ” We’re not taking iPhone until you put chargers in the box.” Because-

Garrett: Well, I got the new AirPods. They do come, every Apple device, and I got my wife an Apple Watch. It came with the cable, but not the end point. So, it’s come with a cable, but I guess it doesn’t technically with the charger.

Brady: Yeah.

Garrett: So, the outlet plug not coming with it.

Brady: Yeah, because they assume, ” Oh, you’re putting your laptop, or you have that at home.”

Garrett: Maybe, yeah. I guess. Or, you got to buy it, right.

Brady: I know.

Garrett: But they’ve been doing that forever. And we’ve all complained about it forever.

Brady: I know.

Garrett: And we just keep jumping over the thing, like all of the sheep.

Brady: I have to get a Samsung to prove my point here, which I’m not going to do.

Garrett: You’ll never do it.

Brady: We’re getting Lindsay a new iPhone 14.

Garrett: I love it. See. And welcome to the game.

Brady: Yeah.

Garrett: All right. Let’s talk about mine.

Brady: Okay. Was this inspired by your trip at all? I’m surprised.

Garrett: No, I actually saw the ad.

Brady: Okay.

Garrett: And I liked it.

Brady: And you saw it here, or when you were there?

Garrett: Well, let’s pause real quick. And, yeah. Thanks, Scarlet. No, I saw the ad while I was here.

Brady: Okay.

Garrett: And it’s so hard isn’t it? Okay. So, I’ll let you know when I’m ready, Scarlet. So, the way, okay, so I guess here was a little interesting for me, because of my heritage is German, I do like to support German organizations. I always thought they were Japanese.

Brady: This company?

Garrett: Yeah. I completely misread this whole situation because every time I go to South Coast Plaza, everyone who works there is Asian.

Brady: Yeah. And the store location is Din Tai Fung, Du Doan, place below it, Uniqlo, which is a Japanese Asian and-

Garrett: Correct. It’s in the Asian sector of South Coast Plaza.

Brady: Yeah. And then there’s this. So, I could-

Garrett: And everyone’s Asian. And for some reason I thought that was an Asian word, Japanese. Never thought it was German. There’s no part of that that rings my heritage of how I did not think it was German. I always thought it was Japanese, which I thought was dope. And I wanted to buy one. So, I’ve been wanting to buy one. So, when I want to buy something I kind of look at the store, I open it up. I take it out. I look at the price. I go, ” Ooh, that’s too expensive.” And I walk out. I’ve been doing that with this luggage for over two years.

Brady: You want to be a little hard to get kind of? Play with you a little bit?

Garrett: I have a hard time buying commodities like luggage. I have my away bag. It works great. I do literally travel every week. But I’ve got all my same stuff from three, four years ago.

Brady: Yeah.

Garrett: This is how I am. But I always wanted their stuff. When it went from being Japanese to German to me, it connected with me.

Brady: Yeah.

Garrett: And then when I saw the ad, I only knew they were German because it said, ” From Germany,” to the world. I was like, ” What the heck? This whole time?” So, I had no clue.

Brady: Yeah.

Garrett: And I totally buy things culturally like that. Do you get affected at all by your heritage, and where things are manufactured or from, and feel like connected to it?

Brady: Yeah.

Garrett: Okay.

Brady: Yeah, I like Japanese cars.

Garrett: Yeah, okay.

Brady: Totally. I’m quarter Japanese, by the way. People are like, ” Brady, that didn’t answer the question.” But-

Garrett: No, it totally answered the question. But if you-

Brady: No, but I’m bringing up Japanese and it is a part of my heritage. And most people wouldn’t guess that.

Garrett: Correct. So, essentially I became more attracted to the brand when I figured out it was manufactured from the motherland kind of thing, which I always love that kind of stuff. I love German products. Now, let’s watch this ad. And then we’re going to watch the other ad. And then we’re going to talk about the two together.

Brady: Okay.

Garrett: And I want to get your take on the side.

Speaker 5: Ineedalicense.com. (Singing).

Brady: So, when I first watched, because I did watch this before then, and I didn’t know it was for a suitcase until they came together after swinging around.

Garrett: Yeah.

Brady: So, how did you see this ad, TV or YouTube?

Garrett: I think I’ve been following them on social.

Brady: Okay.

Garrett: A lot of times I’m trying to buy a product I can’t afford. I try to make myself fall in love with the brand to then be willing to spend more because I’ll spend on the form, I won’t spend on the function.

Brady: Because I got a lot out of it. This is the second time I watched it.

Garrett: Okay.

Brady: And this whole time I got all the durability out of it. Her even standing on the sheet as it’s going up and down, it’s swinging around. Even the way it rolls. I can imagine it. When it’s rolling, you can kind of hear all the loose parts?

Garrett: Yes.

Brady: I could understand that thing. Maybe just the handle is slapping against the case when you roll that thing, it’s put together so well.

Garrett: I love all that. So, I actually not in love with the ad compared to the other one I’m about to show you.

Brady: Okay.

Garrett: But I do love some things they did in this ad. I just have a fundamental belief when I saw the two together, as I was prepping for this, that changed my viewpoint on advertising. And I didn’t realize it. But I believe artists are better advertisers than ad agencies. So, the next one I’m going to show you is a short film.

Brady: Yeah.

Garrett: This one was most definitely produced by an ad agency.

Brady: Oh, yeah.

Garrett: The other one was created by a director, by someone who creates movies, film, art. The artist is 10 times better at telling a story than the ad agency. So, that was just the fundamental thing I wanted to talk about. But before we get there, the thing I did love about the other ad from the agency that I didn’t catch on til, I probably watched this ad countless times now, was the symbolism, air, land, and sea. The three modes of communication, or the three modes of transportation. So, if you notice what they did, they had her running down the runway.

Brady: Yeah.

Garrett: With the parts of the product. Remember the parts, the product was in its parts until the end when it came together in its whole.

Brady: Yeah.

Garrett: But they used symbolism throughout. So, when she was running, they also panned the camera up. So, it was doing like a takeoff.

Brady: Yeah, taking off.

Garrett: And they added in the swoosh. So, listen to the sound too. When it goes, if you watch back the ad, it goes swoosh. It has a takeoff sound, and the camera does that. So, they are symbolizing and representing it. They then use the pins that have the plane in it. Then they take you randomly out to the ocean. But you could imagine you were on a cruise ship. And then they take you back to the land when she’s standing on them all.

Brady: Yeah, she’s on the cliffs in Ireland or something.

Garrett: Correct. Then all three come back together. So, I thought the symbolism was very clever. But I haven’t been a huge fan of this new ad agency thing they’re doing where everything, well, I don’t believe in every part of your marketing has to be for a cause. So, I think social justice marketing is awesome. I don’t think every brand has to become a social justice brand.

Brady: Yeah.

Garrett: That’s been huge lately. They weren’t doing that. But they were doing this kind of progressive new school futuristic kind of theme, if that makes sense. It was very abstract.

Brady: Yes.

Garrett: And I actually think I made this up in my head, but I feel like a good ad doesn’t show the product more than 25% of the time because it makes you imagine the product instead of them forcing the product into your head. You get to put the product into your head. And I thought they did that decently. But this artist to me is phenomenal.

Brady: Yeah. I don’t know if this is yours because I dropped a link too.

Garrett: Oh, okay. Let’s make sure it’s mine.

Brady: Yeah. So, yours would be the one before this. But we can watch this one. I thought because what happened on my YouTube, it just kept running ads.

Garrett: Yeah, yeah. They have a lot of them.

Brady: I was like, “Oh, these are cool.”

Garrett: Yeah, they’re doing a whole series too, which I thought was great.

Brady: Yeah.

Garrett: I do like the fact that they put them all in a series. But I just want to show real quick for the sake of the content. I wanted to show the trade off between essentially an ad done by an ad agency and then an ad done by an artist. And why I think brands in ad agencies should be hiring artists as a part of an overall strategy.

Brady: Yeah.

Garrett: It doesn’t have to be the only strategy. But think about the Guinness ad I loved last week. Watch this one because this is a modern day version. So, I don’t know. To me, that makes me want to buy your product and be a part of your story more than the futuristic one by the ad agency.

Brady: Yeah. I think there, it’s our luggage doesn’t get in your way. It almost supports your travel. It was the tone I got.

Garrett: Yeah.

Brady: And so, they didn’t show it too much. It was just in the scenes. And those kids were just having fun and traveling. And their products were with them the whole time.

Garrett: It made me want to be young again.

Brady: They’re more supporting them.

Garrett: And you’re traveling with friends. And you’re just living your life. And if you want to feel that way, buy RIMOWA.

Brady: Yeah.

Garrett: I don’t know. That to me, was like that’s a better sale than the futuristic because neither of them are really doing feature- based marketing. They’re both trying to tell a story. I just felt like the ad agency story was void of human connection because they took me to a world that I couldn’t connect with, while the artist took me into their heart. And I got to see a part of something.

Brady: Yeah. I thought a narration would’ve been cool over it because I actually had a very, and we don’t have to try to recreate this, but when I watched that ad earlier, I opened up a new tab. And my old YouTube video auto played an influencer reviewing the suitcases. And the way he introed his video, layered onto that ad without narration.

Garrett: Did it mess with you?

Brady: It fit. I didn’t catch it til I was halfway done.

Garrett: What? That’s crazy.

Brady: With that ad. And so, that actually got me to rethink.

Garrett: No, I can see how your brain starts getting all creative. You’re like, ” Wait a second, this means a voiceover.”

Brady: Is kind of like your last ad. That narration over it, I think really plays a part in artistry. And obviously with travel and the scenes they were creating, I felt like there could have been a really cool narration piece to it.

Garrett: I know that ad just made me feel something. I still feel something. It makes you-

Brady: Yeah. I feel it reminds me of, I used to go up to San Francisco in college. I’d take a bus there on the weekends. And just traveling, and hanging out with friends, and driving over the Golden Gate Bridge into the forest.

Garrett: And the romance of meeting someone new in a foreign place. They’re selling this whole idea.

Brady: Yeah.

Garrett: And I think that’s such a powerful triggering emotion, right. How do I get a human from apathy to action, right, as a marketer? How do I get a human, who maybe does or doesn’t know about my brand? In my case, I’ve been in your store five times in the last two years. I look at the price. I look at some options. I roll it around a little. And I don’t buy because it’s still like I’m buying a suitcase. And I’m not going to spend that much on a suitcase. But I think if you can make me fall in love with what the brand values represent, maybe I could spend that extra dollar on a premium luxury product. Let’s look at yours though. Let’s look at yours. I actually want to see what the third one is, because it’s like a whole series too.

Brady: Yeah. The third one’s almost like a hybrid between the two.

Garrett: Don’t you like though, if you look at the upload dates on YouTube, they’re from a campaign launch.

Brady: Yeah.

Garrett: They’re all from the last two weeks.

Brady: So, I wonder. You mentioned one being from an agency, one not, do you think that’s the case?

Garrett: Yeah. I think they’re trying to have their… I don’t think they’re going to put the film on a TV commercial. The exact.

Brady: Yeah.

Garrett: So, I think they’re going to do the one.

Brady: Yeah.

Garrett: It reminded me more of a BMW, or a Toyota ad, than it did a luggage ad, the agency one. It felt like an agency that does car ads did a luggage ad more so than it felt like an artist. But I don’t think they’d ever put the artist on TV. And that’s my challenge to everyone listening is work with artists and maybe let your brand be art. Maybe I’m totally wrong. But I don’t think that the world needs more ad agencies.

Brady: Yeah.

Garrett: I think the world needs more artists.

Brady: I think that’s the ad agencies you notice, they’re bringing in artists and doing co- labs. And that’s-

Garrett: Yeah, I think that’s what they’re doing. Yeah.

Brady: … howthey’re getting their start.

Garrett: Let’s look at this one though. What’s this one? This is just, oh, this is a never still. Okay. This is more of a campaign. Yeah. This is going to be an ad agency.

Speaker 6: Travel is its own book. Images we have captured in film, in memory, form its leaves. That when turned reveal a story of a life. We long to add new pages. We long to explore. We long for new sites, new noise, a pyramid, an ancient gaze. We do not look back. We revisit. Places once trod in a new light. We are ready to don our coats, to break through barriers, to reclaim motion, to see with new eyes the familiar and the strange, new pages for our story. The unceasing turning of the leaves of life.

Garrett: Okay. So, I hate music that never climaxes.

Brady: Yeah. Was that the same song as the last ad?

Garrett: It wasn’t the same. But, okay. So, that voiceover artist I think was the issue because her voice never took, she never took me into the ad because she stayed monotone. And I think slightly emotionless.

Brady: Yeah. I think that was their way of trying to achieve. It seemed like a hybrid of the two, of a TV ad and an Indie kind of look is what they were going for. But it almost seemed like too much of a contrast. Like LeBron getting out of the car was like 14K just super HD type footage. It’s one of his Kia commercials. And then they went to the film. And-

Garrett: Yeah. They did Rihanna randomly.

Brady: It seemed like a baby of the two ads when I saw it.

Garrett: I didn’t like that one. I thought the copy was average. And I thought she at the end, the last what? 10 seconds, the climax. But it never created emotion. She did pick up her the pace of her delivery. And she did pick up the emotion in her voice. But she never became emotional.

Brady: Yeah.

Garrett: Tick follows talk follows. Remember how the other ad when that there was that emotion in the delivery of the voice actor? And maybe that wasn’t a voice actor. I’m guessing that was the older lady.

Brady: Yeah, that’s what I was thinking though. I don’t know who that was. I thought it was J. K. Rowling or something. Totally. It’s definitely not.

Garrett: Everyone’s going to kill us in the comments.

Brady: Probably. I’m terrible with famous people. So, I was actually happy I knew.

Garrett: Oh, yeah. You could tell, we don’t care about celebrities.

Brady: Rihanna and LeBron. I didn’t know that was Federer until I saw it in the description.

Garrett: Oh, because they did the ad with him. Yeah, yeah. You saw it in the YouTube channel because they had another.

Brady: Yeah, they have it in the description, or else I had no idea who he was either.

Garrett: I know the athletes. And I know Rihanna because she’s the GOAT.

Brady: Yeah. The only thing why that one makes sense to me is the price point. I feel looking at their prices.

Garrett: What is their price again?

Brady: I mean, a carry- on is over 1000 bucks.

Garrett: Yeah. That’s why I haven’t bought one yet.

Brady: Yeah. And so, seeing, I think I identify with, ” Oh, yeah.”

Garrett: And away is 300 I think.

Brady: Yeah, this is Rihanna’s carry-on. This is LeBron’s carry- on. The teenagers though running around on the beach, where are they getting the money to buy all this stuff?

Garrett: Yeah. That’s-

Brady: That backpack they used in the-

Garrett: …sick, right.

Brady: …in the middle one, that thing looked nice.

Garrett: It did look nice.

Brady: That looks like it competes with Louis Vuitton and Gucci. How much is that thing?

Garrett: Let’s see.

Brady: The Never Still, is that what it is?

Garrett: Yeah, let’s go to backpacks. Yeah, there it is.

Brady: Right?

Garrett: I mean, it looks good though.

Brady: No, it’s like I said, it looks like it’s Louis Vuitton, Gucci. And so, that’s where it’s the ad that has the kids.

Garrett: It doesn’t look German, in my defense, right?

Brady: No, even their logo.

Garrett: I know. I thought it was-

Brady: It’s an M.

Brady: Which

Brady: I guess, M is in it.

Garrett: Oh, I messed that one up bad, dude.

Brady: So, that’s where I’m trying to think of the ads actually reaching their market. Those kids got some money coming from somewhere.

Garrett: I like the artistry ad though because it was more to people feel young again, to me. So, I kind of liked it because it made me remember my youth.

Brady: Yeah.

Garrett: I don’t think that ad resonates with youth. But I think it makes people who had money want to be young again.

Brady: And I think the last ad was just a butchered way of trying to make it all happen.

Garrett: They’re like, ” Hey, you know what sells? Celebrities.”

Brady: Yeah. Let’s be Indie. But let’s also show LeBron uses this. Federer uses this. Rihanna.

Garrett: That was totally executed.

Brady: Some lady that is super famous that we don’t know.

Garrett: I didn’t love that one. I think she could have fixed the ad, if the copy that… She didn’t write the copy. So, if the copy was better, and then if she delivered it with more emotion. The copy was kind of dull and boring though.

Brady: Yeah. But I think that was the style is Indie.

Garrett: So, I love the brand. I thought the-

Brady: I’ve never heard of that brand.

Garrett: Yeah, I thought the artistry was great. But you’re right. I think both of our examples, I don’t know if either of them do a great job of making you buy the product other than that film. The film did make me think about it. I love the red one. The red one fits Rihanna though perfect. That’s a superstar bag. I couldn’t have one.

Brady: Yeah.

Garrett: I would need to be Rihanna.

Brady: They just look like they roll well. I might need to get that. So, my carry- on is smaller than Lindsay’s, so I always have to take hers.

Garrett: Oh, I like that function too. See how they have that. That part’s kind of cool.

Brady: Yeah.

Garrett: Because you could-

Brady: Yeah, for putting it in the car.

Garrett: Yeah. Yeah.

Brady: They just look like they roll so well. And Lindsay’s carry- on rolls like garbage.

Garrett: In one of the ads, they spun it too. Did you remember that?

Brady: Well, it’s just yeah, and then it showed it rolling around, and-

Garrett: Pretty easily too.

Brady: Yeah. It looks like you can just hold it, and walk, and that thing just goes with you.

Garrett: I love it. Well, that’s advertising jealousy. Hopefully, you all got inspired. Hopefully, you all got some takeaways. But let’s talk about market this.

Brady: Yeah, it’s kind of a segue too.

Garrett: I got a good one for us today.

Brady: All right.

Garrett: So, what’s the Virgin Airline CEO guy, Branson?

Brady: Yeah. Richard.

Garrett: Richard? Sir? Is it sir? I think it is sir.

Brady: Oh, yeah. Sir Dick Branson.

Garrett: Correct.

Brady: That’s what they say.

Garrett: That is what they say in the streets. He started an airline.

Brady: Yes.

Garrett: I thought why shouldn’t we?

Brady: All right. In our strip mall there’s now a runway. All this stuff can go into the airport. Your dry cleaning. Just bring your dirty clothes, we clean it, and then you fly off.

Garrett: We’re a fully verticalized holding company. Oh. So, I want to do something a little different. Something that you theoretically can do, right? Elon started a car company.

Brady: Yeah.

Garrett: Branson started a airline.

Brady: Mm-hmm.

Garrett: And they both started space companies.

Brady: Yep.

Garrett: So, why can’t Brady and Garrett, the Original Marketing crew, get their own transportation business? I don’t see why not. So, first question. Are we a big commercial airline, or are we a private charter? So, here’s EasyJet.

Brady: I’m thinking more of-

Garrett: Spirit? United?

Brady: Yeah, like a JetBlue. I like JetBlue.

Garrett: I like Jet Blue too. Okay.

Brady: Good branding.

Garrett: So, we’re going to enter that marketplace. We’re obviously strapped with cash. We’re very wealthy. We have unlimited funds. And we can buy a bunch of capital assets like airplanes.

Brady: Yeah. Cheap ones.

Garrett: Yeah. Well, have you ever been on JetBlue? No.

Brady: No, JetBlue’s smart. They only have one type of plane. So, maintenance is lower cost for them.

Garrett: Okay.

Brady: So, that’s a part of their strategy.

Garrett: Spirit does the same thing too, right?

Brady: Probably, yeah.

Garrett: Okay. So, by the way, Spirit, to me, gets a bad rap.

Brady: We went to Vegas in Spirit. I did not mind it.

Garrett: Yes. Yes.

Brady: Granted it’s an hour flight.

Garrett: We fly Spirit. Yeah, but we fly Spirit.

Brady: Yeah.

Garrett: I have no problem flying Spirit. I think they do a couple things that are really well at Spirit that I think no one else does well. The flight attendants are objectively hilarious.

Brady: Oh, yeah.

Speaker 7: I will ask for your undivided attention, or at least pretend to pay attention. In the event that you are not satisfied with our menu on today’s flight, you’ll find six emergency exits immediately located throughout the aircraft. It’s unlikely, but if cabin pressure suddenly changes, oxygen masks and credit card readers will automatically drop through the compartment above your seat. When you’re done screaming, pull the mask towards your face, place it over your nose and mouth, and try your hardest to breathe normally. Secure the mask with the elastic straps. If your credit card is not maxed out, you’ll be receiving oxygen.

Garrett: They’re hilarious. So, there’s a certain level of entertainment.

Brady: So, they almost take advantage of the reputation I think.

Garrett: Yeah, I think they definitely do. They play into it.

Brady: Yeah.

Garrett: So, they do that very well. It’s an entertaining flight. The pricing’s very simple. I think it’s 5, 3, 2, or something like that on the snacks and everything. But people do hate all the surcharges on what they appear to be a 169 flight ends up being 325.

Brady: Oh, yeah. We’re going. So, I’m going to Vegas in two weeks. And they want to charge us 67 bucks for carry- ons. But fortunately, my dad and mom are driving out. So, we’re going to put our bags and my golf clubs in their car.

Garrett: Yep.

Brady: They’re going to drive it all out. And we’re flying.

Garrett: I love that.

Brady: With just backpacks.

Garrett: Okay.

Brady: Because it’s expensive.

Garrett: So, you like JetBlue. I like Spirit. I told you what I like about Spirit. We kind of hinted what I don’t like, right?

Brady: Mm- hmm.

Garrett: The upcharges, the nickel and dime- ing, all that stuff. But I do like the fact that I can choose my own seat. I’m not a huge fan of Southwest. So, what do you love about JetBlue?

Brady: Yeah. I think you can pick your seats. I’ve always enjoyed their branding, their customer experience. They fly out of Long Beach, which is a part of why I like them.

Garrett: Correct.

Brady: And so, flights to the Bay. I don’t know if they go to Vegas. But even when my sister was going to school on the East Coast, JetBlue to I think-

Garrett: That Boston flight.

Brady: … JFKwas a flight.

Garrett: Yeah, they have a couple.

Brady: So, it was just always convenient. And I like flying out of Long Beach.

Garrett: How do we beat them though? Remember, I’m not trying to just pretend like I’m not here to beat JetBlue and Spirit.

Brady: Yeah.

Garrett: We want to take this kind of… So, we’re starting an airline that appears to serve the lower to middle class, right. We’re not launching some type of high- end airline, it doesn’t seem like. So, we want something that’s for the everyday human. What do you feel like as a customer is so underappreciated, or underserved, or there’s such a big gap that if you were to just do something exceptionally well, you could at least take market share and enter the market?

Brady: Yeah.

Garrett: We’re not going to be able to sustain anything in this kind of industry. Eventually everybody copies each other, right. So, what could we do to make a buzz and enter the marketplace?

Brady: So, one idea.

Garrett: Okay, hit me with it.

Brady: Is the flight loading the plane in a way where the flight attendants put the bags up for you.

Garrett: Wait. Time out. Why don’t you lifting your own bag? This is interesting. I’ve never thought about this. Break it down. What’s your why?

Brady: Yeah, there’s a couple things.

Garrett: Okay.

Brady: One, it stresses me out in terms of is there going to be space, right?

Garrett: So, if you’re on a Southwest flight and you’re in group whatever, and you’re like boarding late, you’re having a little bit of-

Brady: I have little anxieties going on.

Garrett: …little anxieties going on. Okay.

Brady: To the point where I’ve actually, if we don’t have a connection or anything, I’ve been doing the gate check, just so I don’t have to worry about it.

Garrett: Oh, wow.

Brady: Lindsay’s carry- on is pretty big.

Garrett: Okay. You need a RIMOWA.

Brady: I mean, it’s the biggest one. She even told me, “It is the biggest size you can get that they approve as a carry- on.”

Garrett: Okay.

Brady: And I always have to take it because it’s too heavy.

Garrett: For her to lift it. Yeah.

Brady: For her. So, I got this purple, huge carry- on that doesn’t roll well. And she’s got my little blue one, I actually don’t use. I pack in a backpack usually.

Garrett: And you can put some in hers, isn’t a lot of shit.

Brady: So, I put everything under the seat. So, yeah. It kind of stresses me out. Is there going to be room? Am I going to have to do the thing where I walk further back than my seat, put it up, and then have to fight traffic to get back down?

Garrett: I agree with all those things. I do help the little old ladies, or the girls who have way too big a bags for how strong they are.

Brady: Yeah, I like helping people. But it’s still, if there was just a set system where you knew, ” Hey, I’m going to walk up. They’re going to grab it. They’re going to put it up there for me.” I don’t think they have to take it down for you. But I think help putting it up, being confident that you’re going to get space.

Garrett: Let’s talk about space. That’s where my pain comes in. I agree with this though.

Brady: Yeah.

Garrett: So, you-

Brady: Me too.

Garrett: People are going to help. People are going to help put the bag. There just going to be a little bit of concierge onboarding.

Brady: Yeah.

Garrett: I like that. I’m a big personal space guy. My anxiety comes from one armrest. Why can’t we have two armrests?

Brady: Like a double- wide with maybe a little something, something? Little divider?

Garrett: A little something, something. I would pay almost anything to guarantee that he doesn’t put his feet in my area, or his elbows into my stomach. I would pay almost anything for that. I’m being dead-

Brady: Is there a specific person? You said he. What happened here?

Garrett: There’s always somebody. I fly a lot. I probably do. Scarlet, how many flights do I do?

Brady: Yeah, you do a lot.

Garrett: A year? So, about 50. Yeah.

Brady: Yeah.

Garrett: So, I do about 50 flights.

Brady: 100, because there and back.

Garrett: Yeah, there and back. Yeah.

Brady: Yeah.

Garrett: So, I fly about 100 times. So, I have 100 different close quarter encounters a year. Women are way better about space than men. I want to first start there. Anytime I get to sit next to a lady, I am like, ” Yes,” because 9 out of 10 times, they’re going to be respectful of your personal space.

Brady: Yeah. It’s like the Roman gladiator arena is when a dude sits next to a dude on a plane and that elbow space is just-

Garrett: Dude, yes. I am fully locked in a war.

Brady: The testosterone. Alpha.

Garrett: Oh, I’m hyped up. It’s going. I’m now, and this is not it. And I just think we could solve a lot of problems if we just had two armrests. I don’t need the separator. I think that’s a great idea. But it’s each person has their own armrest.

Brady: Yeah.

Garrett: Now, they will definitely abuse it. There’s still going to be a lot of this going on, right. A little bit of double still. I think you’re still going to have problems. So, I actually like your divider. So, we got a double armrest with a divider in between.

Brady: Yeah. I’m thinking it’s a single armrest but double- wide with a divider as thick as the seat. So, when you fold it up, it doesn’t-

Garrett: Fits right in. Now, this is innovation. Are you kidding me? This is an airline. They put our bags up, and we get our own elbow space. Another thing I’ve been noticing. The foot area. The aisle seat, where I like to sit.

Brady: Yeah.

Garrett: They’ve now changed it where they’re putting the metal for the seat is no longer in line with the armrest but inside. And then the person in the middle, I find, puts the backpack underneath the seat. So, now, my hips are all messed up. I want to just have a very well- designed sitting area for the customer with privacy and a little bit of room. I think I could advertise that.

Brady: Yeah.

Garrett: Dedicated armrests, dedicated foot space. I think genuinely, if I had two airlines and one of them was$ 15 more and you had dedicated personal space, not for first class, or business class, or comfort plus, but for everyone, I think that could genuinely get us market share.

Brady: Yeah.

Garrett: And they’d have to refit all their planes. So, it could give us some runway to enter the market. Because you couldn’t magically compete with us.

Brady: No.

Garrett: You’d have to refit the whole plane.

Brady: You could probably sell, make money on gutting a plane. And the seats you were even gutting. But I was actually just in my free time thinking about airline seats the other day.

Garrett: Okay, good.

Brady: But not even prepping for this conversation.

Garrett: I mean, as every man does.

Brady: Yeah. And in my mind, I was thinking of office chairs. And you know the super comfy ones that are a mesh material?

Garrett: Oh, yeah. Yeah.

Brady: I was like, ” How can that be integrated into a plane to take up less real estate?” So, just very low profile. But it also has to be okay if a plane crashes.

Garrett: Spirit does that. They do it with a shell. It’s not with mesh. But they have those plastic shells.

Brady: I mean, when sports, what was the sports store? That Sports Chalet?

Garrett: Yeah.

Brady: When they went out of business, I think Spirit Airlines took all the sleds they had. And they made them into their chairs.

Garrett: That’s a good one, Brady.

Brady: Because that’s what it feels like is just like a thick plastic snow sled with cloth over it.

Garrett: It’s really not the worst seat though if you’ve ever flown American.

Brady: But I’ve only flown Spirit to Vegas, the Bay. So, it’s an hour in the sky. I don’t care.

Garrett: When I was starting this business, I was flying red eye Spirit to Boston so I didn’t have to get a hotel. And I’d speak in the morning. So, I would do red eyes. And then speak in the morning because I had no money. And that’s when you’re grinding. But, okay. So, luggages go up top.

Brady: Yeah.

Garrett: Someone does it. The concierge inaudible. Now, time out, Brady. I have a little flaw with your plan.

Brady: Yeah, what?

Garrett: How do we board the plane?

Brady: Well, it has to be built into that. And this is what?

Garrett: One- on- one onboard? I mean, it would take two hours for us to board the plane.

Brady: No, I’m just saying you either load, you probably load front, back to where-

Garrett: That’s what everybody does.

Brady: Yeah.

Garrett: Okay.

Brady: So, the first, you actually-

Garrett: Oh, okay. So, the flight attendant is standing in the row. They’re not walking on with you. So, you walk on. And then you-

Brady: Yeah. First ones are there. Flight attendant two steps back. Those people sit down, the next people are there.

Garrett: Hey, you just solved that. That was brilliant. Okay, that works. So, we have that. We have some personal space.

Brady: Yeah.

Garrett: By the way, that’s what they sell you on first class, or business class, or those. They’re really just selling you personal space. And I think we could offer that to everyone. So, we have personal space. We have luggage. What else do we need to do different? I have a crazy one.

Brady: I mean, I know you’re big on WiFi. Get a little-

Garrett: Say less-

Brady: …Starlink setup. Talk to Papa Elon.

Garrett: Yep. Papa Musk. I would. Yes. Okay. So, I just flew back from Germany. World’s worst WiFi.

Brady: Well, it’s different when you go over the ocean versus land I think.

Garrett: I was bad the whole time.

Brady: I think it’s harder to get WiFi over the ocean.

Garrett: I was sending her four texts. And then she would tell me she got all four of them. But they wouldn’t say delivered until the fourth. I don’t know. It was just four texting her. It was driving me nuts. You couldn’t refresh any of your apps. I can always judge WiFi speed by going to the feed, and hitting refresh, and then seeing how fast it goes. Do you do that?

Brady: Yeah. That’s how I know if I have WiFi or not.

Garrett: Yeah, exactly. Okay. So, we all do that. We just pull our thumb.

Brady: Instagram. Oh, no.

Garrett: Exactly. Nope, same photos.

Brady: All right.

Garrett: Okay. So, great WiFi. That’s a given. Better work tray. A lot of these work trays aren’t made the right. The right arm or the left arm on the tray is folded over, or bent weird. And it doesn’t quite all work.

Brady: Yeah. And I think the tray could be built into the metal part of the seats instead of the back rest of the seat.

Garrett: Yep. Yep, yep. Like where it’s at.

Brady: When people use their tray, you can feel it.

Garrett: Oh, yeah.

Brady: Because it’s built into the seat itself, which has some giveaway to it.

Garrett: Some shocks behind the touchscreen. You ever have someone behind you who’s a huge just virtual poker player? That’s fun.

Brady: No.

Garrett: They’re playing Angry Birds on the flight, just with the back of your head.

Brady: Oh, yeah. Yeah.

Garrett: Because they’re hitting the touch screen. And there’s some games. I don’t know who in the airline is this evil genius, but it’s one of those games, the faster, harder you touch it.

Brady: Yeah, just Fruit Ninja.

Garrett: Yes.

Brady: All day.

Garrett: The Fruit Ninja. Yeah.

Brady: I like it when international flights, did Germany have the TV built in with the controller with games on it?

Garrett: Yeah, but mine was missing the controller.

Brady: Oh, damn. When I go to Japan, I do Tetris for 10, 11 hours straight.

Garrett: You’re a savage.

Brady: That’s kind of a psychopath.

Garrett: That is, yeah.

Brady: Now that I say it out loud. I just can’t sleep on planes.

Garrett: Yeah. I didn’t sleep, yeah.

Brady: And I love video games. And Tetris is a classic. So, I just get in this mode. And I’m playing it the whole time. But I don’t think we do, because I love the fact that-

Garrett: That’s gimmicky.

Brady: I love the app thing where you use your own phone as a screen, you go the app. That’s how I’ve been watching all these movies.

Garrett: Like Chromecast?

Brady: Well, no. You walk your phone in, but you use the United app or whatever. And they have all the movies. That’s where I saw that Spider Man, the animated movie was on a plane.

Garrett: I know what you’re talking about.

Brady: Because it was on their app. Loaded up the AirPods.

Garrett: Better iPhone holders. I don’t think we put screens on the back of our seats. I don’t think we need TVs on the seats.

Brady: Yeah, just having the holder.

Garrett: The holder.

Brady: But how would you make it better? Wireless charging, right?

Garrett: Yeah, that would be good.

Brady: All the phones have it. Well, not all the phones.

Garrett: I had idea for the tray too. A millimeter. I don’t know measurements. What’s a millimeter? Do millimeter versus centimeter. I think millimeter-

Brady: Millimeter is a lot smaller.

Garrett: It’s a lot smaller, right?

Brady: Yeah.

Garrett: How small is a millimeter? Yeah, I just want to see.

Brady: It’s the thickness of my-

Garrett: 10 times. Okay. That’s what I want. Two millimeters deeper for, and you’re going to like this, the cup holder.

Brady: Yeah, yeah.

Garrett: If we’re going to put the hole in the tray, accomplish the objective. I want some stability for what I-

Brady: Yeah, it doesn’t.

Garrett: Do you know what I’m talking about? It’s too thin. The impression isn’t deep enough into the tray.

Brady: Yeah. It doesn’t actually serve a purpose.

Garrett: No.

Brady: I don’t think.

Garrett: No, I agree. The other thing. There’s not one airline I’ve ever been on that gives you lids for your drinks. I can’t tell you how many times I’ve been spilled on when I’m on an airplane. When you get a coffee on an airplane.

Brady: Yeah.

Garrett: First off, we’re going to have vanilla creamer on this airline.

Brady: Oh, God.

Garrett: There’s just half- and- half.

Brady: There’s a thing about don’t order coffee on an airplane. The machine is gross or something.

Garrett: Are we going to have better coffee on our airline? Because I think if we had great coffee, that… What if our airline was just famous for having the best coffee? You could probably win with just good coffee. And good creamer. This is what I’m talking about. There’s been no updates to consumer preferences on airlines. All they did was take everything away.

Brady: You partner with, because every airport has a Starbucks. And so, you pick up the big- box coffee.

Garrett: Just put Starbucks on the plane, yeah. Yeah. Yeah, that would be just fine. So, I think we can do some coffee. Little different circles on the trays. Now, I had a crazy idea where we could do a different version of upselling than everyone. So, the upsell right now is you buy an extra two inches of space essentially, right? You get comfort plus, you have normal, you have business class, you have first class, or whatever that is, right. And each time you pay more, you get more space. But none of them help you get there faster. Hear me out on this. All the seats are the same, but there’s different planes that use different amounts of gas. So, you can’t pay to get more space because each one is already designed with the right amount of space. But you can pay to get there faster. So, what if on our airline, we didn’t fly everywhere. We chose only a couple destinations.

Brady: Yeah.

Garrett: And we had fastest, normal. Because they’re all super conservative. So, in boating, if you ever take a charter out, the guys who are running the fishing business never drive too fast because the biggest cost in their business is gas.

Brady: Yeah.

Garrett: Same thing with an airline I would imagine. So, they’re not flying us there as fast as they could get us there. Do you think we could charge extra if all of our airlines, or we could just simply be the fastest airline? This is a completely different value prop. What if our planes flew to the destination faster?

Brady: Yeah, I’ve never thought about that.

Garrett: No one has.

Brady: As even a possibility.

Garrett: You can totally fly. Think about what happens when you leave late and how they keep the planes on time. They just burn more gas and they eat the cost. What if our airlines motto was, ” The fastest way to get anywhere in the world.” It was 15% more expensive, but we could do LAX to Munich in 8 hours instead of 10. Would you pay 15% more? I would.

Brady: Yeah. I wonder if the way we do seats it lightens the plane?

Garrett: Oh, of course. Now, the mesh. It was a good way to get around that. Now, we would need a strong material because it’s got to be durable, right?

Brady: Yeah. It’s got to be able to crash and all that good stuff.

Garrett: Well, not crash. I think crashing you’re done no matter what. I’d be more-

Brady: Well, I’m sure just legally.

Garrett: Okay. Yes.

Brady: You have to meet some standards.

Garrett: I meant more just durability.

Brady: Or, else we’re just lawn chairs.

Garrett: 4th of July party, everybody bring a chair, and a 6-pack.

Brady: And it’s just a flatbed plane. Bring your own chair. Counts as a carry- on.

Garrett: No, but do you see what I’m saying? I think our value, I wanted to come up with a core differentiator. These are all features.

Brady: Yeah.

Garrett: I think our core value proposition is anywhere in the world faster.

Brady: And I’m thinking the front of the plane, maybe they’re all the same seats, all the same spacing. But the front of the plane is luxury. And the back’s not from a service standpoint, right, you’re first on the plane. You get down. The bar cart goes there first. You’re first off the plane.

Garrett: You could upsell for that. Yeah.

Brady: So, it’s all the seats are equal. But service- wise and experience- wise, the front’s more valuable.

Garrett: Yeah, I could vibe with that.

Brady: And your pricing is simple.

Garrett: Yeah.

Brady: Just front to the back.

Garrett: And I mean, we could still do first. I’m sure that you could eventually, everybody likes the money, right? So, eventually you have first class. You charge someone an ungodly amount to get to the same destination at the same time.

Brady: Yeah.

Garrett: But I think we could do really good on the personal space. We could have the really nice customer service features, good coffee, the little things we’ve done right. But then, the big thing, anywhere in the world faster.

Brady: Yeah. I’ve never thought. You think the green piece is going to be after us for just burning fuel?

Garrett: Oh, yeah. Oh, yeah. They would hate us.

Brady: Yeah.

Garrett: But Taylor Swift is still hopping on that plane to get her Starbucks down the street.

Brady: What is that? Is that a thing?

Garrett: Oh, it’s huge. Didn’t you hear the story?

Brady: No.

Garrett: Okay. So, all these celebrities got in trouble.

Brady: Yeah.

Garrett: Because Kylie was taking her plane from Ontario to LAX, or John Wayne to LAX. She’s flying to all the local airports instead of driving.

Brady: Yeah. Yeah, yeah. Yeah.

Garrett: But I mean, I’m not judging her for that. If I had that kind of money and I was that type of celebrity, it’s not easy to be her. People think being like her would be great. I don’t think it would be that great.

Brady: No.

Garrett: You imagine being at LAX. I mean, Kylie. No thank you.

Brady: That would suck to go outside.

Garrett: It would suck. So, I see. I can respect them wanting privacy, having money and spending it how they choose. Everyone’s prerogative. Yes. The green police would hate us. But the average day person, they would just be like… And then we could pair it. We could pair with some conservation efforts. Every flight we plant a tree.

Brady: We just toss seeds out the window, see where they land. See if they sprout.

Garrett: We’re just crop dusting all of the Middle America. No. I think it’s a good point you bring up. We would have a proactive, like Tom’s kind of business.

Brady: Because there’s something I’ve noticed when I’m buying flights. There’s some carbon footprint.

Garrett: Yeah, they do that. Yeah, they do.

Brady: And I’ve never really understood it. And I’ve never recognized it in terms of my decision- making process. But I’ve noticed, do they have to say that? Is that a value prop?

Garrett: They probably do. But if we could also develop different engines. I mean, I think if the whole premise of the business is anywhere.

Brady: Yeah, making it lighter, and we’ve replaced that weight with speed. And so, we’re just as fuel efficient as everyone else, but we get there faster.

Garrett: And we do a whole ad that says, ” Anywhere in the world faster.” And then we could still have our little facts, right. We plant 1 million trees a year. And we could do a little bar chart. You show the market share. We could show our airline and its global impact on conservation versus the other guys. We could overcome that negative of the business positioning.

Brady: Yeah.

Garrett: I really do think we could. But I think you could build an airline if the sole premise is anywhere in the world faster.

Brady: I think I wonder if we can make our gates custom too.

Garrett: We’d have to be big. I don’t think JetBlue has control over their gates yet. I think United maybe does. Delta, American.

Brady: Yeah. I just feel like they all have their own terminals, right. Southwest is always in terminal C, and whatever gate numbers. But I’ve never seen an airline have their own gate experience. It’s always up to the airport.

Garrett: I think because they operate the gate. I don’t know if they own the gate.

Brady: Yeah.

Garrett: I don’t know if they can, you’re right. If we could, that would be sick.

Brady: Because that’s where everything’s the same.

Garrett: Well, actually Southwest does customize the gate because they have to.

Brady: Well, they have their line things, their numbers.

Garrett: Correct, which is technically custom. So, they got away with that.

Brady: Yeah.

Garrett: What would you change about the gate? Because I think your brain’s turning. So, what are we doing to make the gate?

Brady: Yeah, I don’t know if what it would be. Certain venue machines there, certain chairs.

Garrett: How about a goody bag? Everybody loves a goody bag.

Brady: Goody bags are nice.

Garrett: Right. And when you go to a party, and the host or the hostess, whatever, organize some party gifts. What would you want in that bag that would be valuable and not throw away?

Brady: Yeah.

Garrett: So, it was nothing that didn’t add to your life and you actually appreciated the bag. Because they do that on flights. International they give you this kind of stuff. You’ll get some toothpaste.

Brady: Yeah, the overnighters.

Garrett: Yeah.

Brady: I don’t know. I mean, I think it doesn’t even have to be too complicated because right now, with the cart, they ask, ” Oh, do you want one of these snacks? JetBlue always has a basket. And they let you-

Garrett: The snacks stink.

Brady: …pick one of everything. They’re pretty good.

Garrett: What’s the best airline snack?

Brady: Those waffles. Those waffle cookies.

Garrett: The biscottis?

Brady: I don’t know what they’re called.

Garrett: Got it.

Brady: They’re thin waffle cookies.

Garrett: Yeah, I think it’s airline, well, I think it’s a biscotti.

Brady: Yeah. Yeah, those. Stoop.

Garrett: Yeah.

Brady: Those are pretty bomb.

Garrett: The Sun Chips always hit.

Brady: Yeah, if they have Sun Chips.

Garrett: Sun Chips always hit.

Brady: I mean, even I’ve gotten Cheez- Its.

Garrett: Oh, Biscoff. Yeah, I was thinking, okay. Biscoff, my bad. That was on me. But close.

Brady: Those are pretty good. So, just having it like there for you.

Garrett: Oh, when you board.

Brady: Yeah.

Garrett: I like that. Maybe the bag is just there. We don’t even have to have someone manning it. There’s just-

Brady: Yeah. It’s like the whole mint on the pillow trick at hotels. How easy is that?

Garrett: Or, Halloween. When you go up and you can get some candy. And they don’t want to be outside, but they all got it in the bucket. Please take one.

Brady: Yeah.

Garrett: Yeah, we could do something like that. I think everybody gets a water.

Brady: Yeah. Why not?

Garrett: Just such a easy, maybe 35 cents.

Brady: And have just a little cup holder for the mini bottle.

Garrett: Yes.

Brady: And it’s just preloaded every time.

Garrett: Imagine if you knew?

Brady: The cleaning crew just loads it up when they go through.

Garrett: Our airline. You’re always going to have a crappy snack and at least a water. I mean, they have dehumanized us so much, that if we just did the littlest thing.

Brady: Yeah.

Garrett: And still charged you for it.

Brady: Systemize little things.

Garrett: Yes. The anti- bad airline. I think we would do great. So, if anyone out there wants to fund us.

Brady: Yeah.

Garrett: Venmo @ gmehrguth. We’re going to just need 10 billion dollars of donations.

Brady: Is that your at?

Garrett: Yeah, that is. Yeah. I just gave it out, if you want to donate to our airline.

Brady: I’ve always wanted to do display ads with my Venmo name, and just see what the heck happens.

Garrett: Oh, my God. Brady, I love you. You would.

Brady: Airline seats. Random Venmo campaigns.

Garrett: This is it.

Brady: This is what my mind thinks about.

Garrett: This is why people tune into the show. Oh, my gosh. Well, this has been fun. I actually like our airline. It might be my favorite business we’ve made yet because of how bad the other airlines are.

Brady: Yeah. And I think we just need to make sure we compete on Google Flights because at the end of the day, that’s we look up Google Flights. We’re looking for the right time, the right price. And we buy the tickets. So, I think pricing is-

Garrett: It’ll be a big part of it for sure.

Brady: Yeah. It’s got to be competitive.

Garrett: Got to be competitive. But I would pay 15% more for all the stuff we talked about.

Brady: Yeah. I think that’s where you just advertise on top of it.

Garrett: Yeah, you have to.

Brady: And when people see 15, 20 bucks more, they’ve seen the ads. And they’re like, ” Oh. Only 20 bucks more for that experience?”

Garrett: And we could say that, ” For$ 20 more, here’s what you get.”

Brady: Yeah.

Garrett: I love it.

Brady: Just own it.

Garrett: Well, thank you everyone. That’s the episode. Like.

Brady: So, 13.

Garrett: Subscribe, comment, share, reshare, keep sharing. Tune in next week. And thank you.

Brady: All right. See you.

Garrett: Bye.