Jon Davids

Most people aren't as good as they think they are.

We can't all be Ryan.

But if we can build something that people can watch online,

All of a sudden, we can carve out our own 10,000 fans.

And now, again, we've splintered it again.

That's how I think about it.

Oh, man, you're reading my mind.

Do you remember back when Ozzy Osbourne had a reality show?

It was the OC and the Hills on MTV.

And it was really a lot of MTV.

And then it was Laguna Beach and I'm trying to Jersey Shore.

And when this happened, and then years later, it was the Kardashians.

But that was kind of the start in my mind of the modern influencer era.

where you really build networks around individuals, they become their own micro brands, and then they start building products and services and all kinds of stuff around themselves.

And then it went from linear TV and cable to Instagram.

And that I would say probably the first big piece of that was the Kardashians, Kim Kardashian, 300 million plus followers on Instagram.

It's been this slow burn, but it actually happened pretty quickly, just a couple decades.

In the book, one thing I talk about a lot is the idea of choosing your content format wisely.

And so you could do visual content, video, you could do photo content, you can do written content.

And there are influencers...