Tim Doyle

Typical content would do terribly with them, but this content would do incredibly well, like incredibly well.

And so the lesson that I kind of got out of that was, oh my God, like,

the nature of advertising is changing.

Whereas like you can place any media in front of any person.

And as long as you're willing to pay for the eyeballs and you can, um, you can serve them anything.

And so that meant that like the typical 30 second TV ad was like largely, and this sounds like, you know, it sounds trite 10 years later, but it was going to go away.

And so that insight went to Koala where I was, um, and I was lucky enough to work with Danny and Mitch there, um, who'd, who'd built a great business.

And that insight kind of supercharged that business.

And we kind of unconstrained kind of were the first ones to make like really like meme style advertising in this country.

And so that insight then held.

And then this like long held view I had, which was like that the world is going to change away from like kind of the normal corporate culture style and, and like the ability for young people to perform at a, at a high level in companies that, um, let them do so was, was just beginning.

And so that insight was at the core of like starting eucalyptus.

And so those two things were really not a company, right?

They just kind of

views on how the world might work um and so the original pitch deck from eucalyptus which is like out publicly so you can find it if you search for it is it just basically says like we will combine these two insights to investigate a whole lot of areas that we think are going to change and if you look at the original c deck it was like there's an opportunity in men's health there's an opportunity in orthodontics there's an opportunity in peptides which felt like a ahead of its time uh there's an opportunity in uh we talked about basically like ice coffee and

Yeah.

Yeah.

And the reason we liked iced coffee was, I mean, we had this thesis that like iced coffee was like a sugar heavy tradie drink when in reality, basically like our idea was like Suntory boss coffee, you know, like done seven or eight years ago backed by this marketing engine.

And it just happened that we did the men's health one first and it went well.

And then that kind of changed the thesis.