Brendan Kane

You built a massive garage door company. Now, when you were first starting out, if you were trying to start 10 other companies that were all in different industries or sectors at the same time... Horrible. Horrible idea. It's the same thing with social media. How do you go viral, build a massive audience so that you don't have to rely on other people's eyeballs?

You built a massive garage door company. Now, when you were first starting out, if you were trying to start 10 other companies that were all in different industries or sectors at the same time... Horrible. Horrible idea. It's the same thing with social media. How do you go viral, build a massive audience so that you don't have to rely on other people's eyeballs?

You choose a format or a series and you master that. So you may ask, well, how do you master a format or a series? What does that look like? So what we do is we take that specific format. Let's just say it's the man on the street. There's many different examples of it. There's another one called the school of hard knocks. I don't know if you've seen.

You choose a format or a series and you master that. So you may ask, well, how do you master a format or a series? What does that look like? So what we do is we take that specific format. Let's just say it's the man on the street. There's many different examples of it. There's another one called the school of hard knocks. I don't know if you've seen.

Yeah. So school of hard knocks. I came and interviewed me and Jeremy.

Yeah. So school of hard knocks. I came and interviewed me and Jeremy.

Generated millions of followers and hundreds of millions of views off of that. Okay. So what we would do is most people will look at that on the surface and just say, oh, I see what he's doing. He's just approaching random strangers in the street and asking them about their success.

Generated millions of followers and hundreds of millions of views off of that. Okay. So what we would do is most people will look at that on the surface and just say, oh, I see what he's doing. He's just approaching random strangers in the street and asking them about their success.

But if you look at his hit rate, there's certain videos that generate tens of millions of views, and there are certain videos that generate less than 100,000 views. So how we really understand what drives that format is we have a qualitative analysis process called gold, silver, bronze, where we'll open up a spreadsheet.

But if you look at his hit rate, there's certain videos that generate tens of millions of views, and there are certain videos that generate less than 100,000 views. So how we really understand what drives that format is we have a qualitative analysis process called gold, silver, bronze, where we'll open up a spreadsheet.

We'll take 10 to 20 of the highest performers in that format, which is 10 million views plus, 10 to 20 of the average performers, which is like 500,000 to a million, and then 10 to 20 of the underperformers, which is like under 100,000. And what we're looking at is not the content, but the context of what is happening.

We'll take 10 to 20 of the highest performers in that format, which is 10 million views plus, 10 to 20 of the average performers, which is like 500,000 to a million, and then 10 to 20 of the underperformers, which is like under 100,000. And what we're looking at is not the content, but the context of what is happening.

What is the difference that's happening to those high performers that's showing up there that's not showing up to those underperformers? So that we can get a deep understanding of why they are so successful. Because I guarantee 99% of people that try the Man on the Street format fail. We just don't see them because the algorithm doesn't serve up to us.

What is the difference that's happening to those high performers that's showing up there that's not showing up to those underperformers? So that we can get a deep understanding of why they are so successful. Because I guarantee 99% of people that try the Man on the Street format fail. We just don't see them because the algorithm doesn't serve up to us.

So the best place to start is to first understand that there is this concept of a format and series, and then understanding which one you want to do because it excites you, but which one also is best for your business or brand. and then diving in to the contextual elements. So again, tying back to where I started, I went to film school. So what do you do in film school? You see this in movies.

So the best place to start is to first understand that there is this concept of a format and series, and then understanding which one you want to do because it excites you, but which one also is best for your business or brand. and then diving in to the contextual elements. So again, tying back to where I started, I went to film school. So what do you do in film school? You see this in movies.

You sit down and watch classic movies. You read screenplays.

You sit down and watch classic movies. You read screenplays.

Yeah, I took all the cinema classes.

Yeah, I took all the cinema classes.