0:03

Welcome to the Brian Wright Audio Experience

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, a podcast dedicated to helping

0:07

entrepreneurs grow their business , make

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more money and successfully navigate

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through the chaos of life , all

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while working , spending and stressing

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less . And now your host . He's

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a husband , a father of two , an

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international business and life coach , and

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a trusted motivational speaker for some

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of the most respected companies in the world

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, such as Invisalign and many others

0:29

.

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Brian Wright , hey

0:32

, brian Wright Show Nation . Welcome inside the broadcast

0:34

booth , brian Wright here , and welcome into another edition

0:36

of the Brian Wright Show . I have a huge

0:39

apology to the whole audience and

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I just want to say flat out at the

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beginning I am fired

0:46

. I cannot believe . I am so sorry

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. It has taken me so long to get

0:51

another episode out

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. You know , it is a for those of you maybe if you're

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checking in with the podcast for the first time I

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have another new . I have another podcast , the new patient

1:01

group podcast , and just kind of an exciting

1:03

announcement , as I do this podcast , today Come

1:09

out with a third podcast and it's going to be called the customer experience podcast . And I just

1:11

want to say I'm really sorry to everybody . I had somebody

1:14

stop me in Breckenridge . This was

1:16

now probably a month ago , maybe

1:18

a month and a half ago and

1:20

this girl , she says you , brian , right ? I

1:22

said yeah , nice to meet you . Who are you ? And

1:25

she said she introduced herself

1:27

. And she said I mean , after we talked

1:29

for a minute , she

1:33

didn't yell at me right away , but eventually she's like dude , I mean , what's going on ? You launch the

1:35

podcast , you tell us there's going to be episodes and then you're going months without

1:37

putting them out . And I just say , like

1:40

I say to so many of you out there , I'm

1:42

sorry , sometimes the whirlwind

1:44

kicks you in the butt . Obviously

1:47

, a lot of responsibilities being

1:49

a consultant for Align Technology , the makers of

1:51

Invisalign , running New Patient Group , running RightChat

1:53

, many other companies as well , and

1:55

then the podcast being on stage all over

1:58

the world and I

2:00

said at the beginning welcome Brian

2:02

Wright Show Nation . I'm apt to maybe change

2:04

that , because we now are getting downloads

2:06

, uh , in 16 different countries

2:09

and which is really cool

2:11

. And just , you know again , I've said

2:13

it a million times in this podcast props

2:15

to all of you , uh , the fans

2:17

out there , the ones who follow me around , see me

2:19

on stage . You know , getting me to do this

2:21

, uh , it's a real kick in the butt and

2:23

and I and

2:26

I need it and sometimes even that kick in the butt can't overcome

2:29

the whirlwind of just being an entrepreneur and

2:31

just out there going to get them . So I apologize

2:34

everybody , and today we're going to be wrapping up with

2:36

part three . We're in a self-discipline

2:38

series and while I could do probably

2:41

90 episodes around this topic

2:43

, what we'll do at some point is circle back to

2:46

the self-discipline and just signs

2:48

that you struggle with it . If you go back , there

2:50

is a podcast I did a few podcasts ago

2:52

and it's the four stages

2:55

of psychological focus and

2:57

if you haven't yet , I suggest you pause

3:00

this and I suggest you go back a

3:02

few episodes , listen to that one and

3:04

then go forward from there and

3:06

you're going to get more out of each one of these episodes

3:09

. If you understand kind of where we're

3:11

coming from and the four , just a quick recap

3:13

for you , the four psychological stages of focus

3:15

in the upper right-hand corner , imagine a plus sign

3:18

across whatever you want to call it . In the

3:20

upper right-hand corner you have

3:22

something that's called focus and it's purposeful

3:24

focus . I'm going to get back to that in

3:26

just a minute . And under purposeful

3:28

focus we have distraction , and

3:31

distraction comes from all angles

3:33

as we're hit with multiple marketing messages

3:35

a day . Forbes says it's over 10,000

3:37

marketing messages each individual gets

3:40

hit with every single day . Hit

3:48

with every single day . As we get distracted , we become

3:50

very indecisive . And that is the third stage of psychological focus is indecision

3:52

, which is the enemy of progress , and so we did one of these

3:54

series . I think it was part one . Maybe

3:57

part two was around indecision and

4:00

then the fourth stage is

4:02

becoming detached . And when

4:04

you're detached from your life , employees

4:06

, your career and business owners and

4:08

CEOs out there , your business it's

4:11

one of the worst places you could possibly be , because you

4:13

start telling yourself a very false story

4:15

on why the problems

4:17

really exist . And

4:19

anyway , so that one's a really good one to listen

4:21

to , because the premise of that , when you go back

4:23

to purposeful focus , focus isn't necessarily

4:26

according to psychology , it's not how much you're

4:28

focusing on . While , yes

4:30

, that needs to be a narrow focus , if you focus

4:32

on too much , nothing's going to get done . There's

4:35

all kinds of psychology about that , but

4:45

the four quadrants do not talk about that . The four quadrants talk about , if you look at focus is having

4:47

a purposeful focus specifically around the things that you can control . And it's ironic because

4:49

the more we become detached in our lives and our careers and our businesses

4:52

and we create this false

4:54

narrative , we end up blaming

4:56

things that have nothing to do with

4:58

the real problems . And

5:00

it's a really good one to go back and listen

5:02

to , because what we're into now is

5:05

, you know , it takes

5:07

a lot of self-discipline to

5:09

focus and remain focused on

5:12

the things that you can control . Example you're

5:14

trying to lose weight . What is the normal

5:16

thing people focus on ? It's the weight

5:18

scale . Right Now , you have no control

5:21

over the weight scale . You have no control if you have a

5:23

fast metabolism , slow metabolism . You have no control over the weight scale

5:25

. You have no control If you have a fast metabolism , slow metabolism . You have no control over

5:27

these things . Yet these are the things that we harp on . And

5:29

when the weight doesn't go in our favor

5:31

, you can be somebody that's trying to put

5:33

on weight . You can be somebody , like most people

5:35

, trying to take off weight . When it doesn't

5:37

go in our favor , what do we do ? Detached

5:41

, we say it's not working because of

5:43

slow metabolism , it's not working

5:45

because of this , it didn't work because of the diet

5:48

plan , right . We start creating this false

5:50

narrative when reality , it didn't work because

5:52

we're not focused on the right things . If you

5:54

want to be successful , you have to focus and

5:56

track the things

5:58

that you can control Calories

6:00

, minutes in the gym , how

6:03

much weight time , how many weights you're lifting

6:05

, cardio , burn all

6:07

of these things . That's what you can control

6:09

. And if that's the obsessed focus , yes

6:12

, eventually the weight scale , the things you can't

6:14

control have to go in your favor to keep you

6:16

motivated , but what keeps

6:18

you motivated if you're disciplined

6:21

and you're focusing on what you can

6:23

control is the peace of mind knowing you're

6:25

doing everything in your power to kick ass

6:27

around the things that you can

6:29

control right . If the weight

6:32

isn't coming off , that means I need to lift weights for

6:34

another 10 minutes a day . If the weight

6:36

isn't coming off , I need to do cardio for another

6:38

10 minutes every other day . Whatever

6:40

that may be right , if the weight isn't coming

6:42

off , I need to reduce calories another

6:45

X amount every single

6:47

day . If you're trying to put on weight

6:49

, I need to add calories , et

6:51

cetera , et cetera . You get the point . But this

6:53

is so , so difficult

6:56

for you as entrepreneurs and business owners

6:58

out there employees that love the show and

7:00

follow me as well . It's the same thing . If you want to get

7:03

more out of your career , you want to earn more money

7:05

, you have to focus

7:07

on being great at the things you can control

7:09

. And let the moochers and

7:11

you know all the people that want to bitch and moan that

7:13

somebody else makes more money than them and they sit

7:16

around they want to protest in the streets . It

7:18

always cracks me up that people have time to do that

7:20

. But they don't have time to read a book and prove themselves

7:22

and go make more money themselves , right

7:25

, they just want to . They just get pissed when

7:27

you have success and therefore they want

7:29

to see you penalized . Just a joke Society

7:31

we live in . So we got to overcome it . We

7:34

got to overcome the moochers together . And

7:36

you do that by constantly getting better , constantly

7:38

focusing on the things that you can control . So

7:40

here's the deal today . Today

7:43

we're going to be talking . There's

7:48

a saying I love and I've

7:50

used it for years and that an education

7:52

will make you a living and

7:55

sometimes it'll make you a damn good living

7:57

If you get an education and you come out

7:59

and my other podcast , the New Patient

8:01

Group podcast , it's over in orthodontics

8:03

. So if you're an orthodontist , that education

8:06

is probably going to make you a pretty good living , whether

8:08

you're a good business owner or not . And

8:10

then there's other ones , there's other degrees that

8:12

really are not going to make you much money

8:14

at all but will make you a living . But

8:22

self-education , the commitment to reading books , the commitment

8:25

to looking in the mirror when things are going wrong , the commitment

8:27

to getting better , that will make you rich . And

8:29

75% of billionaires

8:31

with a B . 75% of billionaires

8:34

did not go to college or they dropped

8:36

out . So a lot of you

8:38

out there if you're saying I'm not successful

8:40

because I didn't get to go to college , I don't make enough money

8:43

because I grew up in poverty , this , this , this and that

8:45

, that's an example of being

8:47

detached and letting a false

8:49

narrative dictate your

8:51

outcome . You can't let that happen

8:53

. You can't

8:55

let these things happen and take

8:57

you down when , time and time again

9:00

, there's been people that grew up in poverty , horrible

9:02

conditions , and they become a millionaire . Horrible

9:05

conditions become one of the most influential

9:08

leaders in our society . Horrible

9:10

conditions Become a billionaire . If

9:12

they're doing it , stop making excuses

9:14

. But here's the difference and

9:17

so much of what we talk about on here . I believe

9:19

life , career , business they

9:21

all intertwine . And they all intertwine

9:24

because , as a leader , if you're a business owner

9:26

out there and you're pissed off at your wife at

9:28

home , you're going to bring that in . It's going to affect your leadership

9:30

abilities . The people that say leave it at the

9:32

door don't know a damn thing about humans

9:34

. Some

9:38

people are better than others at leaving at the door , but

9:40

it's still going to affect your performance , whether you want to admit

9:43

it or not . Employees , what you bring in your personal life , the

9:45

people you hang out with . If you want to make

9:47

more money , if you want to become rich , stop hanging out

9:49

with poor people . If you want to become rich , stop hanging

9:51

out with poor people , right ? If you bring baggage into work

9:53

, it's going to affect your career . You're going

9:55

to make less money , which is going to affect your life . Business

9:58

owners out there , you got to think of all this because

10:01

those two things are brought up about life and career affect

10:03

the business and the

10:05

business affects your personal life . Business

10:07

isn't going well . You're pissed off at work . You bring that

10:09

home , you know , and you piss your husband off . You

10:12

piss your husband off if you're , you know , a female entrepreneur

10:14

out there . Same way employees

10:17

you've seen it Grumpy at work . Don't like one

10:19

of your employees , bring

10:25

home , piss off your husband . It's that kind

10:27

of stuff and

10:33

this disregard to ongoing self-improvement . It's

10:35

the number one marketing investment you'll ever make . But

10:38

rarely do business owners block time

10:41

in their businesses . Rarely

10:43

do we block time in our lives to make these things work . You

10:45

have a thing at the house and

10:47

it's one of the things I teach every business that hires

10:49

me and , depending on your size

10:52

, this time differs , but the average is about an

10:54

hour a week blocked to

10:56

meet with your team . Practice your skill

10:58

sets , work on your playbook , get better

11:00

for the customer , get better for yourselves

11:03

, and amazing things happen

11:05

from it . Restaurants

11:07

, the dessert and wine sales and

11:09

the specials for the evening sales go crazy . Why

11:12

? Well , I mean , you're

11:14

actually training your waiters how to sell Instead

11:17

of worrying about advertising outside

11:19

your door . You're blocking time

11:21

for self-improvement and as you do that , your

11:23

customer experience shoots through the roof . Because

11:26

, as you know I teach it all over the world

11:28

experience drives sales . Experience

11:31

drives customers . Experience

11:33

drives loyalty . Experience drives

11:35

repeat buying at a far

11:38

higher level than the quality of your service

11:40

or product , as proven by about

11:42

a thousand stats you can go find online

11:44

. Experience

11:46

drives sales . Experience also

11:49

motivates employees to

11:51

go the extra mile for you as a business owner . But

11:54

see , so many times we tell ourselves oh

11:56

, we don't have time for that . Like , how do I block an hour , brian

11:59

? That's when tables come and sit . How

12:01

do I block an hour , brian ? That's when I need to see patients

12:03

? How do I block an hour , brian ? Like that's

12:05

time I could have squeezed in another consult at my

12:07

law firm right . This is the normal mentality

12:10

. Yet you're out doing just bullshit

12:12

, waste of money , pay-per-click

12:18

ads , you're doing all kinds of advertising and you're spending money all over the place , but you

12:20

neglect the number one marketing investment as proven by

12:22

every famous company on this planet over

12:24

and over again , time and time again is

12:27

self-improvement , is

12:30

building a better culture internally as an organization

12:33

, training your team in

12:35

a very unique way to deliver an experience

12:37

to the customer . That is unexpected . Creating

12:40

digital marketing Most of you

12:42

listening out there . Go look at your YouTube station . Business

12:44

owners out there , employees Go look for a business you

12:46

work for . Go look at it . It's trash . There's

12:48

nothing on it . Youtube

12:51

is the new Google . How in the hell

12:53

could you not be doing a new YouTube video

12:55

every week ? Well , we don't have time . Well , you would if you blocked

12:57

it . Well , how can I afford that ? That's when

12:59

we make money . No , you lose money

13:01

all day long via lost opportunities because

13:03

you don't block time . To get on the same page

13:06

, teach your team how to handle customers

13:08

. Teach your team how to sell new customers , deliver

13:16

a better experience , etc . You know , one of the best bonuses you could ever implement into your organization

13:18

is every two or three months , make your employees read a new book , write a book review

13:20

and present it in front of your whole team , like

13:23

that is one of the

13:25

best self educations you could possibly

13:28

do to develop your team . What are the best sports organizations

13:30

? Do you know Michigan , as I do this podcast today

13:32

? You know Michigan coming off a national

13:35

championship . They hardly had

13:37

any five-star recruits and

13:39

they weren't , I don't think , in the top 30 and

13:41

any of the recruiting classes when Harbaugh

13:43

was there . So

13:45

why so good ? Why they win the national championship

13:48

? Well , culture

13:50

was amazing . Well

13:53

, they train their people , they develop

13:55

the skill sets . It was amazing . Right

13:58

, they didn't go out and you

14:00

know , try to find more five-star recruits

14:02

or do this or that . No , they looked within . The

14:06

best marketing for your businesses out there is

14:09

within . You

14:11

have thousands upon thousands of leaky

14:13

holes all over the place . Unfortunately

14:15

, a lot of you don't feel . Somebody calls your organization

14:17

. You don't answer the phone . Somebody calls

14:20

with a complaint . Betty , your front desk girl pisses

14:22

them off because she doesn't handle it right . These are all

14:24

the things that happen all day to all of you in every

14:26

business , every industry out there , but your

14:28

data sheets when you print them out , and

14:34

one of the reasons this is such

14:36

an opportunity is over 90%

14:39

of consumers , according to Harris Interactive's latest

14:41

global study , will choose to

14:43

remain with a business because of the quality of their

14:45

experience over whether or not they're good at what

14:47

they do . So that stat is telling

14:50

you you're better off having a great

14:52

experience and being shit at your product

14:54

than having the best product and suck

14:56

at experience . This is the flip

14:58

, and the reason why it provides

15:00

such a unique opportunity is no matter

15:03

how many times you talk to people about this

15:05

. This is why we have a very niche underground

15:08

following . Yeah , when I speak on stage

15:10

, we pack the house . Yes , when I'm through

15:12

airports , occasionally I get stopped and

15:14

I love it because I love knowing I'm having impact

15:16

on your lives out there . But even with all

15:19

of that , our following is extremely

15:21

itsy bitsy to a lot

15:23

of the well-known motivational speakers

15:25

out there , and I'm fine with it , because

15:28

what we're teaching no matter how many

15:30

times you say the data that internal

15:32

marketing always outproduces anything you

15:34

do outside your doors , working on your culture

15:36

always outproduces anything

15:38

else you do Training your team in a unique

15:41

way , on how to sell via offering

15:43

a better experience Restaurants , lawyers

15:45

, plumbers , gardeners , day

15:48

spas , dentists , plastic surgeons

15:50

, orthodontists , consultants , realtors

15:53

. It goes on , and on , and on , and on , and on , and on , and

15:55

on and on and on . No matter how many times

15:57

you talk to them about it , 99%

16:01

of people will go back and do the same shit and then wonder why

16:03

they're not where they are and why they want to

16:05

be in life , their career

16:07

and how their business is . Create

16:13

a better culture by being a better leader . Train

16:15

your team uniquely on

16:17

hospitality , verbiage

16:19

, presentation psychology meaning knowing

16:22

what to say , how to say it

16:24

and knowing when to say it , why

16:26

to say it . The

16:28

list goes on and on . You do that . My business

16:31

will kick your ass every single time , no matter

16:33

how much money you dump into advertising . I

16:35

will create such a loyal following from

16:38

the people that are my customers that

16:40

you will never be able to catch up , and

16:43

I will be doing it without advertising

16:45

. I'm going to constantly reinvest

16:47

in my customer , constantly reinvest

16:49

in my employees , constantly reinvesting

16:52

in my product or service , constantly reinvesting

16:54

in teaching myself how to be a better leader , to create

16:56

a better culture , to deliver a better employee experience

16:58

, which delivers a better customer experience , and

17:01

that customer goes out and refers when the other wouldn't

17:03

. You create a sales force . Your customers

17:05

, your customers , become your advertising . But

17:08

all of that comes back to self-improvement

17:11

, self-education

17:13

. It's the same way in your marriages

17:15

. Out there , are you reading ? I was talking

17:18

about earlier that hour weekly block , and

17:20

I do it for my family . Why do I do it ? Because

17:22

that's our time to communicate , discuss

17:24

problems , overcome

17:26

things , make sure that the kids feel

17:28

safe telling us anything . They don't have

17:30

to hide anything . It's kind of

17:32

our culture building series , if you will , and

17:35

it works fantastic . That's why it

17:37

works fantastic in business , because

17:40

your business is your family . A lot

17:42

of times you spend more time with your employees

17:44

, employees , you spend more time with the leadership

17:47

team than you do all with your own families

17:49

. But

17:53

you just like focusing with the purpose

17:55

and focus on what you can control . You

17:57

can control blocking your schedule . You

18:00

can control making your people

18:02

role play , how to present desserts

18:04

, the specials for the evening , how

18:07

to present money in an orthodontic practice

18:09

, how to present money at the auto dealership

18:11

, how you discuss the cars , how

18:13

you discuss all kinds

18:15

of stuff . Depending on what type of business you are

18:17

, the same stuff applies for all of you

18:19

. Self-improvement wins

18:22

. And I can ask most of the listeners

18:24

out there obviously

18:27

not the ones that have hired me and you're listening

18:29

, but the ones out there that

18:31

are sitting around there going okay

18:34

. When's the last time you trained your receptionist

18:36

Train my receptionist on

18:38

what , brian ? Well , don't they handle calls ? Yeah

18:41

, so when's the last time you trained them how

18:43

to handle those calls the new prospective customers

18:45

, how to edify , how

18:48

to overcome things , how to provide

18:50

an experience that caller's never had on the phone

18:52

before ? How often do you train them how to handle

18:54

your existing customers in case there's a complaint

18:56

or an objection or something ? The

18:59

answer for most of you is never that right

19:01

. There is a multi-million dollar loss

19:04

in your career . For your business

19:06

period , the phones are

19:08

the largest loss opportunity . There will be plenty of

19:10

podcasts about this . The phones are the largest

19:12

loss opportunity cost for any

19:14

small business . You all can

19:16

relate to calling multiple places

19:18

in your lives that didn't pick up the phone in the middle

19:21

of business hours , fully staffed . You

19:23

said screw it , called someone else and bought from them

19:25

. You've all experienced it . So why

19:27

the hell do you think that's not happening to you ? It

19:29

is happening to you . How do you fix it

19:31

? You self educate yourself and figure

19:33

it out . Run it different . Have

19:36

a better , more streamlined experience when people

19:38

walk in . It's not about hiring more

19:40

people , it's about doing things different . The point

19:42

is , if you don't self-educate , if you don't read

19:44

, if you don't change , if you don't listen to podcasts

19:46

, if you don't follow people on stage

19:48

, you're

19:51

never going to get there . Employees same way

19:53

If you don't commit to change , if

19:55

you know that the business owner and this

19:57

is our society is just a joke with this socialism

19:59

crap that we live in , the business owner

20:02

doesn't know you squat . Now

20:04

, as a business owner , you should want to develop

20:06

your team . You should want to get to know them . You should want

20:08

to make them feel safe . You should lead them

20:10

. You should build a better culture . Hopefully

20:12

that's what you're doing . That's what you should be doing

20:15

. But

20:20

doing that's what you should be doing . But employees just showing up and working there

20:22

doesn't demand a raise . What gets you a raise is coming to your boss

20:24

and saying look , joe , I've

20:27

really wanted to get better on a skill set . I've read

20:29

this book . I wanted to let you know it's

20:31

about hospitality . I really feel , after I read

20:34

this , I'm really going to be able to deliver our customers

20:36

a better experience . Boom , that's

20:38

how you get a raise . Self-improvement

20:41

and , by the way , that's what's going to make you way

20:43

more money in your career than you otherwise would

20:45

be paid , because for most of

20:47

you out there there's a standard rate , like

20:49

you're going to max out in your career

20:51

If you didn't go to college . Now

20:54

you're an hourly paid employee , whatever it is is . There's

20:56

only so much you'll make unless you self-educate

20:59

. But you must have the discipline to do

21:01

it , otherwise

21:03

it'll never happen . I hope everybody

21:05

liked this today . This is something obviously

21:07

we're so passionate about because these kind

21:09

of things , self-discipline in itself , is

21:12

a under , it's an under , it's just an underrated

21:14

marketing tool . Self-discipline

21:19

to have the accountability , the focus

21:21

, the repetition , all the things

21:23

that make an athlete great , make a business and

21:25

an employee and a business owner great , no

21:28

difference . I hope everybody

21:30

enjoyed this series around self-discipline . We're

21:32

going to wrap it up and start a new series and start

21:34

diving into some other stuff . I love

21:36

you all out there . Again , I apologize

21:39

. It took so long to get this

21:41

next podcast up and I'm going to do

21:43

my best to put them out more frequently , but

21:45

there is a whirlwind out there so I'm doing

21:47

everything I can . The new patient group

21:49

podcast remember everybody if you

21:51

go and listen to it , no matter what industry you're

21:53

in . I'm talking to orthodontists

21:56

and other doctors who own their own business , but

21:58

I'm talking business on there and

22:00

entrepreneur and sales and marketing

22:02

and all the stuff . Customer service , all

22:04

the stuff . You just have to use your imagination

22:07

a little bit on how it applies to your business . So check

22:09

that podcast out as well . Right

22:11

now , as I do this podcast , we're in season seven

22:14

over there . If you're watching this on YouTube

22:16

, thumb it up , share it with your friends and colleagues

22:18

, make some comments , get some dialogue going

22:20

and it would really appreciate you all writing a five-star

22:22

review for me on the audio experience

22:25

channel that you're listening to , itunes . Whatever

22:27

it may be , we'll be back with another one

22:29

soon . Bye , everybody .