The Ryan Hanley Show - Award-Winning Keynote Speaker: Why Human Connection Beats AI

Episode Date: August 13, 2026

I help founders & executives generating more than $10M in revenue find their Easy Mode. Start here: https://ryanhanley.com/subscribe Watch this episode on YouTube: https://youtube.com/ryanmhanley AI can make your company faster. It can also make your brand sound like everyone else. When competent output becomes cheap, human trust becomes expensive. Tyler Cerny is an international, award-winning keynote speaker and keynote coach who helps people connect purpose, communication, and authority. We talk about why he is bullish on human connection while companies rush to automate the face, voice, and judgment out of their brands. Tyler explains why successful businesses are built on successful human relationships, how the five senses shape memorable experiences, and why “do it, teach it, sell it” protects leaders from selling expertise they have not earned. I make the case against AI avatars pretending to be human presence. If software writes the script and another tool delivers it through your face, the audience has no proof that you own the idea. That gap damages trust long before a customer needs help with a hard problem. We also separate transactional companies from relational companies, break down Tyler’s three levels of communication, and show how adversity, values, and lived experience create a one-of-one message. Tyler closes with the framework that ties the conversation together: purpose precedes design. Decide what the talk, business, relationship, or life is meant to do before you copy someone else’s structure. Use AI to remove Workslop. Keep the human work human. Connect with Tyler Cerny Website: https://tylercerny.com/ LinkedIn: https://www.linkedin.com/in/tylercerny/ Instagram: https://www.instagram.com/tylerdcerny YouTube: https://www.youtube.com/@tylercerny Pre-order *The Life of Purpose*: https://tylercerny.com/book/ Follow Ryan Hanley Website: https://ryanhanley.com Instagram: https://instagram.com/ryan_hanley This is the way. Hanley. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

That's what successful businesses are built on. They're built on successful human relationships. You're teaching them how to commoditize themselves. Relationships is what makes life fulfilling, right? If you follow someone and you connect with someone on social media and you see an AI-generated post, do you feel more trust with them? Or do you feel more trust with someone that goes up on stage

and goes up on camera and it's actually them and they can articulate and communicate at a very high level? There's such a disconnect in the soul. You can't put lipstick on a pig, right? Tyler, dude, man, anytime I get a chance to connect, I get all fired up. I love your stuff. I love who you are as a person. And I appreciate you making the time for us today.

For sure, man. Likewise, man. I'm super grateful to be here as well. So you said something before we went live. And I know this about you, but, you know, we were just chitchadding and it aligned so closely with my current mentality, or probably my mentality forever, but certainly in the moment that we're in, which is you said, I am incredibly. bullish on this human connection.

Like, what does that eat for you and why the nobleman we're currently in? Are you so bullish on humans when the entire world seems to not be able to talk about anything but AI? Right, absolutely. Well, I had a really great mentor. He kind of exposed me to this methodology. It's called the five senses. Like, if you really think about the five senses of a human, you got to

smell, the taste, the visual, the hearing, and the touch. And so, Any time that you can incorporate those five senses within your organization and within your business, that's what's going to allow you to facilitate that type of relationship. But ultimately, that's what successful businesses are built on. They're built on successful human relationships because what I learned early on in my career, Ryan, is that a lot of businesses are extremely transactional. It's like, hey, what's the price point? What can you do it for?

This is the service that I can deliver. Boom. Don't talk to me. Don't have my personal cell phone. and like just leave it at that. Very transactional. What I've always felt and have experienced me personally is that, you know, I was always the guy who was like, here, take my personal cell phone.

If you have any questions, feel free to reach out to me. And I understand that it requires more work. But there are certain times where I was talking to one of my clients yesterday. He's one of the top surgeons in Southern California. And I was just thinking about it last night. It was just like, I'm just so grateful that I have very high net worth, very successful individuals in my Rolodex. Why is because I spend the time to invest in those relationships.

And then the same thing with, you know, personally as well, any type of relationship, whether it's family or whether it's relational, it's the grass is greenest where you water it. And anytime you water the grass, it's going to become greener. And that's how you're going to bury the fruit of those relationships. Specifically, like family, if you tend to move away, it's like I always want to make the conscious effort to maintain those relationships because relationships is what makes like fulfilling, right? Because it's one thing to have a lot of success and make a lot of money.

But if you don't have the relationships, you're not, if you're doing it with clients that, that you don't like working with is a huge thing because I've been there where I've taken consulting games and work with clients where we're not really, you know, I may not, you know, break bread with them outside of that. And initially is to start my career where now it's like every client that we work with, I see myself as someone that I could break bread with. And if I do get the chance, I would like to break bread with every single one of my clients.

And like you mentioned, AI and technology, that's really going to be the biggest differentiator because any time in business, how are you differentiating yourself in business? And if me and you are, let's say, in the same industry, let's say we're both insurance doing insurance, then it's like, well, it always comes down to what's the cost, what's the coverage, all that stuff.

So how can I stand out and how can I differentiate my brand? How can I differentiate myself? But that's going to come down to the relational side of things. And that's really going to come down to your story. What are the experiences that you've gone through? And I know you have tremendous amounts of stories, tremendous amounts of experiences that you share in your keynotes, your TEDx talk, where those are the things that people relate with. And one of the things for me was I always like to tell people, I was a former college athlete and I played basketball overseas in Asia because I can connect with a lot of athletes that. had that drive and hunger that put towards sports that now had that same drive and hunger that

they put towards business. And again, if you're in the marketplace and you're wanting to, you're deciding which vendor or who you want to work with, you're not only going to, you know, look at, you know, there's different industries and different products where, you know, there may be no brand loyalty at all. There's certain customers that just lowest price, whatever, that's what they want. That's what they prioritize. But other than that, I want to be in this space where people prioritize high-quality products and also a high-quality experience. Because if you as a business owner can tap into that, you're going to get rewarded big time, specifically in the AI technology era because everyone has the same, you know,

the playing field is getting leveled, right? So it's now what makes those tools to make a social media graphic? How is it going to be different versus than just having someone to sound, you know, look over the internet, take information. You know, create a graphic on a trend that's popping. Well, you know, you can have hundreds of agents do that. So what's going to really separate you? And that's where the human relationships, the connections really come into into play here.

And that's where public speaking and communication is going to be a massive skill set moving forward because the last thing I will say with this, Ryan, is if you look at the education system, And people are spending, you know, hundreds of thousand dollars plus to get a great education so they can provide for their family and also they could set themselves up for success. Well, a lot of these students, now on their studies that's shown this is that they're not even exercising their critical thinking muscle anymore. They're just having AI do it all. So now, not only is college kind of limited, keeping you limited into some extent at first,

but now if I'm going through that whole four years, going through the motions, and I'm not even exercising the ability to learn and to think, then what exactly is that doing for me? And that's where it comes into, you know, mental atrophy, where people become so reliant on AI, which is great in a business sense. And it's good if you have the experience and you know the industry because you've actually done the work. But if you don't have that contextual use cases for AI and you don't know how to lead it, then

it can be very overwhelming and very consuming. and then I could be playing around on an AI and do all these things. And I can step away with zero skill sets. So it's really important that if you have a specific skill set, like developing human relationships and through communications and speaking on stage, then those are the skill sets that you can immediately stand out. Because if you follow someone and you connect with someone on social media and you see an AI-generated posts,

do you feel more trust with them? or do you feel more trust with someone that goes up on stage or goes up on camera and it's actually them and they can articulate and communicate at a very high level, right? You're going to build a stronger relationship with the people that can do it through human connection and you know it's actually that. And again, it takes more work. It takes more preparation. It takes more creativity.

But if you can do that while leveraging AI and technology, I mean, that's the sweet spot. You know, it's like personalization at scale. And then that's really the name of the game. And if you can do that, you're going to have some success and you're going to develop a lot more relationships. Yeah, I got into quasi, we'll call it an argument. It was really just a discussion with a buddy of mine

because I heard him telling people in a webinar that I jumped on, he's teaching people to create like, hey-gen avatars and how to make, you know, social media posts, AI, social media posts of yourself in various locations that you armed or haven't been or, you know, like this different stuff. It's a way to, you know, create content and scale.

I listened and afterwards, I text them and I was like, you know, he's like, hi, I had to go or whatever. You know, do something for my feedback on his delivery and all that kind of stuff. And I said, you did great. And he's great what he does. I said, but man, I couldn't, I couldn't disagree anymore on what you were teaching everyone. He was like, what? And, you know, and I think maybe because he thought, like, I'm a sales and marketing guide,

that I would be, you know, and a big content creator that I would be down that pack. And I was like, dude, like, there's, you're teaching them how to commoditize themselves. Like, that's, that's all you're teaching that. Like, you're literally teaching that. Like, I know his intentions were good. Like, he's not a grifter. He wasn't trying to, like, sell them some course. It was really, it was a free webinar that he was given.

But I was like, but, like, if, if all they need to do is put a prompt into Claw to get a script, to put it into, you know, Hagen or Leibon Labs to create some AI avatar of themselves. Like, there's such a disconnect in the soul. And like, I know you're a Christian. I'm a Christian. What you believe or not, you know, is up to you. But I firmly believe that, you know, we are not our body. We're not our mind.

We're our soul or our spirit. I mean, how you like to define it. And I think that gets lost when everything is purely done via AI. Now, that doesn't mean you can't use AI to help you make a script. It doesn't mean you can't use AI to create some B roll or help you with edits or cuts or, you know, feedback on your videos or, you know, various aspects like that. But one, if you're not creating the video, let's say you're doing a little solo talking head video for your business. And if you're not creating that, if you're not the one saying the words and talking to the camera, I just, there's such a disconnect there. so odd. Like you can, you can feel it. Like,

anything so really, really good ones, it might take you a second or two to pick up on it, but you feel it. And then the first thing I always think is like, either, like, does this guy not care? Like, does he not, like, does he not care about me? Is that why he's doing you? Like, you can't be troubled to sit in front of a camera for a few hours and bang out some videos. You don't know? Like, and if this person is willing to throw aside their humanity to do a video, like what if there's a problem in our business? Like, are they just going to pass me off to some AI customer service agent

and all things get, like, and again, that might sound like a leap, but I think to the consuming public and to your point that your tribe to build trust and respect the connection with, it seems completely counterintuitive to me to over index on all of this AI content generation when, you know, and think that you're going to get the same level of connection back. me, what I think is either you don't care or you're lazy or, you know, insert a million other issues versus I can't trust that you owe me information.

What I know is claw knows the information because you create the scripting quad and fed it into another anti-critic video. I know they know it. But do you know it? And I feel like that disconnect is so real today that it's simply not worth going down that. Right. Absolutely. And you know what it makes me think about. It makes me think about, you know, who is your

target audience and what do they truly value? Because there are certain brands. Like if you think about it, if you go to a grocery store, you look at, let's say, the toothpaste style, there are certain brands like Colgate. They know that they're competing on price. You know, like if you go to the local store brand, it's like, hey, our whole thing on our product is we're the lowest price. You know, Colgate maybe, let's say, $4 and our toothpaste is $3. And so we don't have the major brand, but there is a subset of customers that value price. That's their priority. There's other customers that value brand. They're like, oh, I only buy Colgate. I only buy, you know, a crest, whatever the case may be. And so it's getting clear on, you know,

who your target audience is because, you know, there's been studies on this is that if you ask the future generations, the younger generations, that if you had two opportunities, If you could go interact with a human being and, you know, had that option to interact and talk to a human being to order your service or product, would you prefer that or would you want to just do it all virtually online and have no, no human connection at all? And most younger generations, they don't want any human connection at all. They want like, hey, they want the quickest, most fastest, most affordable option that

is most convenient for them. They're paying for convenience. And that's why Amazon is one of the wealthiest companies in the world because they sell convenience, right? So I could buy anything and essentially get a shit to me within a 48-hour period. That's a huge market. And then there's people that no matter what you tell them, like, hey, I can offer you a gold bar. And there's certain people that are just like, you know, I want to sit down with you face to face and talk to you. And that's the decision-making process because they don't just value.

the service. They don't value just the pricing. They value the relationship and the interaction and the experience of it. And that's what I found has really been my sweet spot in business is developing those long-lasting relationships with people that value that because you know what that also tells me? Those people typically have kids. They're usually married. They usually value family as well. And again, understanding your context because if you go into that route where it's extremely transactional. You can go in that route, but just know that once something is faster, more convenient, or cheaper than your solution, you're getting kicked off the curb. And so again, you're always competing on that. And that's where a lot of these AIs are not doing. It's like,

hey, we have this model. We charge this. It's like, which one do you want to use? And now it's, the business models are shifting as well, where a lot of people, they won't think twice spending 20 to 100 bucks a month for an A.I. Right. So it's, say, hey, I'll try this one, I'll try this one, whatever, it's $20, $50, $0.30, $50. Now these models are shifting to these subscription-based models. And, you know, it goes to like the, what's the gym? Planet Fitness, where I don't know if you saw their statistics, but they priced their, they've optimized their pricing so much where it's like $20 or $30 a month.

They're pricing in such a way where you don't even think about it. And most of the people that sign up for Planet Fitness, they don't actually show up to the gym. So let's say, you know, let's say, you know, out of a thousand memberships that they sell that they have acted this month, let's say like 10% actually show up and use the equipment because if you look at their square footage and if all of their members came in at one specific time during the day, they're like they wouldn't have enough space, right? But they also know their customer that they are willing to be on this monthly subscription because it sounded great. But the last time they actually went to the gym was maybe three or four months ago, right? And so again, getting crystal clear on what do you value as a human being? You know, what are you called to do? Because there's always going to be something that comes up, you know, whether it's, there was one, I forget the, there was an app where people would talk on it.

It was just the audio. I honestly forget the name of it, but it was like huge like two years ago. And it was like, oh, like, you know, all Robicon. It was in the walls. It was an act involved with that act together. What was the thing? You know what I'm talking about? I know that's like it was like where people would just talk and you get into the room with these CEOs.

And it's like I don't even remember the name anymore. Right. And so technology and AI, you can't put lipstick on a paint, right? You have to have a good product. You have to have a good service. You have to have great content. Because if you don't and you go the other route, which is like, you know, faceless YouTube, faceless content, everything, where it has no personalization, you can go that route,

but just know that ability to duplicate and replicate your business model is going to be easier than ever. And then the barrier to entry is also low. So I always like to create businesses where there's a huge differentiation between me and my competitors. And also, too, I can incorporate my story. So having some sort of connection to it, like a model that I teach to do it, teach it, sell it, go out and do something. And I know you can relate to this too. It's like, hey, you had a very successful career growing and scaling your insurance agency. So now you've done it.

Now you can teach people how to do it. And now if there's a marketplace, now you can sell it and sell that information and sell that as a service because you've actually gone out and done it. Now I'm authentically aligned, right? So now if I come to, you know, let's say me and you offer insurance consulting, you know, and I go to AI and like, hey, build me out. this, you know, a million dollar a month insurance consulting business that's, you know, that's world class number one in the space, build out this business plan, build me out,

a social media content strategy that I can speak on. Like, that will take me pretty far. Like, you know, with nowadays, people are ordering peptides from people that aren't certified. Like, you can do a lot of things without certifications. Like, that's the opportunity AI and technology can bring. It's like within a matter of weeks or days, I can set up these. businesses start selling products literally today or tomorrow and start bringing a revenue within the next week. But the question then becomes, do I value that quick buck or do I value something that I expect to do in the next 10 years? And so for me, my mind always goes to, that's a great opportunity. I may be able to make some money, but what about the next three,

five, 10 years? Where do I actually see this developing? Do I plan to actually sell this faceless YouTube channel in the next three to five years? And if so, what is the exit strategy. And so by having that, it isn't going to come down to the relationships and there's more loyalty and things like that. But every business is different, but I've noticed that every time I've chased the quick buck

and every time I've chased business models that are focused on transactions and pricing, that those quickly fade away just because it's cutthroat in those type of industries where I want to be in like the Louis Vuitton bags where it could maybe cost. 200 bucks to make the bag, but they're in their whole old little island where people are willing to pay $3,000, $5,000, $10,000 for a bag just because it's not just about the transaction,

it's about the experience, it's about the status like you talked about. And it's all these other things that the client prioritizes than just pricing and transactions and inconvenience. But there's a huge market for that, you know, in terms of AI and technology. And That's where a lot of the AI technology serves. And all those avatars, a lot of people that promote avatars, they usually have some sort of business to teach you how to build an avatar as well, right? The biggest disconnect I see is organizations or leadership groups or individual ears who talk like they want to need white glove, service, connection, relationship, human. But they operate price, speed, convenience, or the opposite.

They're based on price-speed. It means they give lip service to that, but maybe their service is a little more high-end. It doesn't fit that type of solution. And, you know, if you were to your point, there's literally nothing wrong, nothing wrong, with going transactional. There's nothing wrong with that.

But if you're going to go transactional, you can't market your product, talk about your product, as if it's some white, lot of high-end Louis Vuitton branch. You're not your brand. your brand is I'm selling you know off market

generic white two socks to middle age demand okay guess what they want they want the easiest pair to find to order at the cheapest price that's going to work well enough that if it fits in their boot it isn't going to disintegrate in five days

okay but you know that's not some high end you know super elite you know tactical boot sock that would last you know, in the rain for 25 babies that, you know, has this lifetime guarantee. Those are two completely different things that can't be talked about marketed the same. And if you're going to be transactional, you have to own, you have to own the fact you're transactional because now your mind is optimizing for the things that are important.

That is how do we sheave two pennies off the cost to put the socks together? You know, where do we, how do we bring out a cost of acquisition down on Google ads by 15, cents a click. How it's, you know, now you're talking in these little, you know,

you're trying to find margin in these little, these little micro cents or dollars in certain places versus like, these socks are $100 a pair. And, you know, they have all these features.

I don't know why I would have done the socks path, but like, you know, it's the mindset, disconnect ICA that really messes people up. If you own one side or the other, you can be just as successful

But you kind of have to commit to either the path that you're on, right, where it's about, I would pass on five shallow relationships for one deep relationship, you know, any day of the week, right? Like, that's your business model and you own it. And therefore, therefore you create a filter that says any of these cheap, fast, easy money making schemes that combine me, man, they don't even hit my brain space. Like, I don't even give them a second thought because it's not who I am or what I'm trying to built and getting clear on that seems to be, you know, it's a defining characteristic of

individuals and organizations that are successful, regardless of which side of the game they're on. Yeah, exactly. And also, too, there's so many interactions with the customer within the business as well. Like if I'm thinking about like just any type of a restaurant, you know, like if you go into some of these restaurants now, like where some of the kiosks, you don't even have to order, you can just go pressing your order and then it orders for you. There may be some parts of the process where someone could care less. Maybe at that point, they're like, hey, I just want to get my order and I just want to order it now.

I don't need to interact with any type of human being. And that's going to come through market research and development. But essentially, what I found to is, like, exactly what you mentioned. Like, you know, with the socks example, you know, you really have the e-commerce. You have some sort of product or like physical product or virtual product or you have some sort of service. I mean, that's really kind of what you're falling into. And for me, I've always found that if you're going to provide a high quality service,

and I always love providing high quality services because that really just takes your expertise, your time, and your skill, is that if someone's going to be willing to pay you, you know, high ticket for your time and for your skill set, there has to be that relationship there to really cultivate and separate from differences. Where e-commerce, again, there are, you know, some people will buy a milk or some socks because they're tied, you know, authentically to the brand. But usually if it's, you know, studies show that if it's within a certain threshold financially for them, it's like they don't even think about it.

Like some people like, again, with the socks, they could take the freaking Walmart socks. They don't care what type of brand of socks are because no one's going to see them anyways. As long as it's thick, it lasts before, you know, it's 20 bucks, whatever, give you a six pack or a 12 pack, whatever, you know. And again, that goes back down to your customer. So I think I teach peace in business and leverage AI and technology is the people that are crystal clear on the problems that they solve and who they solve it for, those people are going to win in the age of AI.

Because if you do it strategically, and again, if you really, I was having this conversation the other day, if you know the problem better than the prospect or better than the person that you're going to talk to, that is how you establish authority. that's how you establish trust. And that's done through experience and skill. But if you can then take that as the foundation and then just amplify it with AI agents because really the AI agents, especially if you're building something, it also depends.

Are you building kind of what's already been done out there? Or are you kind of tapping into something that has never been done before? Because AI can basically look at, you know, hey, this is our best educated, asked so what we would recommend and it just fits that out as if it's like right or wrong. You know what I mean? Like you'll ask it a question and be like, hey, you know, what's the best restaurant in this area? And it'll be like, this is your answer.

You know, it's like so confident where, you know, this is where the experience and the skill set is how much dependency do I have on AI technology? Because if I kind of look at it as like, hey, as maybe someone, a team member, I'm in my organization where that's, hey, that's actually really interesting. Let's test it. Let's get the data and let's continue to grow it. But nowadays, like you can, I think the one guy, I saw a stat that he sold this company, you know, for it was like, it was over $10 billion.

And it was a one-man operation because he had all this AI agents. But even with that, and what a lot of people don't talk about AI is that if you have a lot of tasks for it, a lot of these AI companies, they're now, you know, under lawsuits because it now has a monopoly. because if they want to charge you, let's pay $5,000 per credit or per 10,000 credits to use within a monthly period, well, who's determining the cost of a credit on their platform? Now we're talking about like cryptocurrency and tokens and coins. Essentially it's a credit where, hey, if they're, if Claude is the best AI to use or whatever the case may be,

and you have to be spending X amount of dollars through these credits, you sure as heck better know what you're doing because you better have a business model that actually provides value, actually solves a problem and actually delivers value because if it doesn't, you're not going to have a sustainable business model. Regardless of how, you know, powerful AI and technology is, it has to leverage the foundation of the problems that you're solving, the people that you serve. And through that, marketing becomes a lot easier at that point where it's like, hey, there's four other people that are perceived as what you do.

There's different levels for the consumer. First level is kind of like, you know, I don't know, like they don't really know that they have a problem, but they know they need to make a change essentially. And then there's people that are like, hey, I know I have a problem. Now they're in the solution finding safety. They're open to different solutions.

They may not know what the solution is, but now they're actively looking. Then it's like, hey, I know what the solution is. Now I've got to find the vendor that can provide this solution for me. And then the last piece is like, hey, I'm going to actually purchase this product and move forward with it. And again, it's just like we can always tie it back to what do you do in your decision-making processes. Again, you want to, people want to work with people that they know like and trust. And for me personally, if I see, you know, AI is one thing.

I think if you can do it at a great level and if you do it creatively, and I think if you do it strategically and position it, I think there's some AI's that makes you like super fat and think there's some things that it fits with your brand. You want to have fun with it and you're like open and transparent about it. I think it, you know, you can have a lot of fun with it, build a relationship, but you use it to build relationship. But if it's just designed to save time, be extremely transactional, then again, you may make that quick buck, but it's not going to provide that sustainability that people are looking

for when it comes to business and eventually sell it, right? I couldn't agree with me more. And I'm glad you made the comment kind of following up on what I said about the H-Gen avatar-only kind of, you know, all-AI content. Because I do agree with mixed into your brand in the right way, fun, cheeky, maybe it's just an interesting way to deliver content. And as you said, and yeah, I thought the word you was perfect, which is if you're transparent about the fact that, hey, I created this fun avatar version of, myself, which allows me to, you know, speak at, you know, 0.8% of the speed of I normally dobs. I'm not only talking too fast and I'm trying this out. You mean, if you can make it fun and on brand and then it's okay. I think, and I didn't make this point earlier, and I'm glad

you brought this up, what I was speaking to was more the, I don't want to say disingenuous, because I don't think people are trying to trick people, but like, if you're putting out a hey-gen avatar version of yourself with a 11Labs voice, and you're decisioning it as if you did that, like it's actually you. I think that's where you take the major brand hit. Not, as you said, and I think very rightly so, and I'm glad you brought it up,

if you're coming up with some crazy graphic of you with like jacked out muscles on the beach, you know, is like a way to do something fun for something, some of you're promoting. Like those are two different things in my mind, and I'm very glad you brought that up. And, you know, I want to change our direction just a little bit. to your areas of expertise, which is the speaking space.

And I just want to set a little bit of context, and then I'll let you roll here. So I had a buddy of mine who's a professional speaker. He's a great speaker. I'm one of the best speakers that I know. He's a mentor for me. I've hired multiple times of different events that I've run and actually referred in out to a bunch of events that I do.

It's just a great human, great speaker. Okay. Call me about a year and a half ago. And just kind of complain. yell bitching or whatever. You know, and you just like vending like friends do. And he's like,

man, I'm a little worried about the speaking space. He's like, you know, with all the say, I stuff coming in and the avatar stuff and, you know,

all the different things are coming out and how people can now, you know, reach cranny, uh, or take, you know, a speech that I did that's on YouTube and put it into

Google, uh, uh, LLN and or Google, our notebook LN, sorry from Google. And now get like a breakdown of it or, you know, retreat.

He's like, I'm just, I'm worried. And I said, dude, I think we're going the opposite way. My opinion is the in-person experience, sharing the same air, is going to have a premium like never before. Because AI, as you mentioned, like, AI is going to commoditize so much of what we did. Like, I saw him to another buddy the other day, and he did put a new website on. for a new business he started. And he just made this side of, you know, he just made this side of mouth content.

Oh, I really like insert this one competitor's website. So all I did was give it to Claude Design and tell him, use my brand and my language, but basically rebuild this site. And now his new site for his business looked basically the same

except for different colors and slightly different light, which is one of his competitors. And it took him a day to do that. You mean, full website, from nothing to full website, you know, language, everything, all the functionality. And, you know, so now that, like, you have this great

web designer who knows the little tricks and hacks of converging and landing page design, and that separates you a little bit from me. I mean, it doesn't have that content. But today, AI just mashes all that together and makes it so easy. So how do we differentiate? My opinion is, one, I think formats like this where I think one of the reasons podcasting is taking off so much. But the other side is, I think, in-person speaking, being in their workshops, keynotes, you know, spending time in the same air as someone, that comes with a premium now because the audience gets, like this person that they follow on Instagram and see I'll do this stuff

or they follow them on LinkedIn or listen to their podcast or news. Now I get to like be there with them and say, oh, hey, I was at this keynote that my favorite, you know, thought leader did at this place and it becomes so much more than just, I think, what a lot of conference speaking was maybe 10 years ago, which is just, oh, I know to this conference every year and hopefully so many good shows up. I think we're completely changing the game in terms of, or maybe elevating the game in terms of what it means to be a speaker and the value that in-person events are going to have. Yeah, absolutely.

And so, I mean, it's a great point, man, because you know what it makes me think about it. It makes me think about COVID because before COVID, I was, you know, I was hired as a consultant for one of the largest personal involvement live event companies in the world. They were doing about 70 events a month around the world internationally. This was before COVID. COVID hits. It's illegal to go inside a room and be six feet next to someone, right? And so people were on their phone. They're on their technologies.

If you look at that time, Netflix, a lot of these, you know, streaming apps, they made profit. They made a lot of money because people were going through there. But also, too, people are struggling with isolation. You also saw the healthcare companies go up because now people are battling more with mental health and all these different things. And then after that wave was gone, people like the live event business after a year, you know, I think it was like, you know, it took a while for it to get back to where people felt confident. You know, people could still go back to live events, but there was still a huge market that still wore the money. mask and still were having it. Yeah, it was almost like 2024 when these things started up, you know, it would open up again. And then it was like a boom. Like if you had that,

if you had that live in person experience, people loved it, right? And so then it's also looking at, okay, what are you actually providing and, you know, to the customer? Because nowadays, like you mentioned, with AI technology, information, you can't really, it's really hard for course traders and people to sell information. Unless it's tailored information, it's like, hey, how to use this AI to then create an agent to then, you know, send 10,000 emails a day. It has to be some sort of connection and application. And then you're essentially maybe, you know, you're essentially selling the system or the process where by just having an event, just to sell information, you really, you have to get

clear on what you're selling. And speaking does a couple things. And, you know, there's this book. You probably read it the seven principles of persuasion by Robert Diodini. But one of the things it talks about is authority, you know, like one of the principles of the authority. And that's something that I always think about is like, how can someone establish trust in authority? Well, one of the best ways you can do it is step on stage and communicate at a very high level, right? Because I can see you.

And within the first five to ten seconds, I can immediately determine whether I like you or not or whether I want to do business with you. And that's just how the human psychology and human nature works. And again, if you're bold and if you're bold and if you're. really understand who you are as a person. And, you know, this was something that I wanted to bring up to as we were talking about AI is what are your core values? What are your non-negotiables as well? Because AI, you know, whoever's creating them and I don't want to go down that rabbit hole of, you know, kind of there, of who is behind creating these. But there are different political agendas. There are different agendas based up to creators. And so if you ask the same question, the seven different AIs, you're going to get seven different answers. Well, why is that? Well, now because they're built on different questions. They're built on different values. And so getting clear on what your values are and what you stand for is going to determine

what you're passionate about, what you communicate and ultimately what you offer. And if you can get clear on that, you get clear on your story, which we all have a story and you can communicate that at a high level, that's what that's going to stand out because then at that point, you haven't even told me what it is that you do, right? you like sell me on you as a person first like who is ryan what you know who do you sample what you like to do like you as a human being and if the answer is yes then people are mostly going to be like hey ryan but what the heck do you do man like how can we do business together and that's when the sales process becomes so much more easier where you know and again there's a lot

of strategies and tactics that you can leverage on the sales process if you have no trust and you're going cold, then that's really based on having a very strong offer with money back guarantees and certain things like that as well. But speaking, people, people are going to, like, honestly, it's going to be one of those long-loss skills. I think of the next 30 to 50 years, like, because if you think about it, you know, when I first got into speaking, and I've given eulogies at my grandparents, you know, and this is really real for me, is that most people would rather be in the casket than give the eulogy at a funeral, right? The number one fear is public speaking.

Number two is death. Obviously, things have fear, you know, that statistic has shifted. Now you could place AI maybe as a top fear for people now. It's like, is it going to take over the world and things like that. But at one point, there was a time where people feared dead, feared public speaking more than death. Why is because people care what other people say about them, right? And public speaking puts that on blast.

If I go up on a stage and I say something, if I, even if I say something, even if I say something with the purest intention to want to serve the person in front of me, there's going to be one person that's going to disagree, right? It's like, you know what? You know, this guy promotes family, right, or whatever. Well, it's like, I don't like family, right? Because there's always, because that's where it comes into the law of duality. There's always going to be someone who has a different perspective on a different context

and they have justified their reasons of why they think the way it is where for me, and this is where AI and technology is really amplifying because people that don't really have their clear values, don't really have a clear vision, don't really have clear topics and values and messages that they want to deliver are now using AI to just go out and build out these messages for them. Hey, whatever you think is right, whatever you want to promote. And what does it do? It goes to the major news sites. What does CNN promote him? Oh, let's take the headline off CNN, which was their number one, the engagement. post and let's make a post about it, right? Or let's take what's going on in a chair.

Let's look at the most profitable industry. And so again, that's slowly shifting people's priorities. That's slowly shifting how people think. And again, if you can use AI's consciously and intentionally, I mean, as you see, those are the ones that succeed in business, right? the ones that can take it, but if not, it's just going to be an expensive side hustle that that's distracted them. We're speaking, I don't care where, I don't care what business that you're in. If you can become a better communicator, there's really three levels. There's personally, there's relationally one to one, one to many, and those are really

the three levels. So the first one is, you know, personally, you know, how are I communicating with myself? How am I communicating with my heavenly father? how am I communicating what needs to get done on a day-to-day basis? Basically, how can I get my mind right? Because if I have negative self-talk, if I'm not having an open dialogue with my creator, I'm going to be kind of lost. So having that clear conversation is important.

And then once you get to that point where you're grateful, you're in the right head space, now how can I go make an impact? How can I impact one person's life? So now it's like, you know, how can I communicate? Well, in a business standpoint, how can I have a conversation that leads into a long lasting relationship and ultimately a customer. And, you know, from one to one, you know, that's how people start, Ben, whether it's some sort of e-commerce or some sort of product.

It's like, do you have customers or not? Are we making revenue or not? Because if not, we need to get clear on the market fit. Do you have a product that people actually want? But if you've actually proven that model, and it's like, yes, I've talked to the people, people want the service that I want, there's a huge market for it. Now, how can I scale this? And that's where the one to many comes.

And this can be done virtually or in person where if you can, and a lot of people, and you've probably seen this too, and people are still hitting on it. It's like virtual webinars, whether it's a live presentation, right? Where, again, that's a whole sales process, but now it's extremely efficient. And that's kind of like the personalization at scale is not that you can, it's you, it's you, you're a human being, you're able to communicate and share your value, share your story at extremely high level. And now you can do it one to many. And now it's a very high leverageable task. So that's why you see a lot of online marketers and business owners doing that. And same thing with a live event, man, because that authority piece is when someone has is on a stage,

they have a higher perceived level of authority. I even actually had a mentor. He, I remember he would get up on stage and then he would run off the stage because you know how there's some speakers that would, you know, come off the stage and connect. I'm like that. You know, if a sudden wants to come up and talk to me, I'm like, let's talk, have a conversation. But he had that persona and that it was aligned with his brand where he just ran off the stage. He didn't want to have any contact with any person in the crowd.

Why is because now his perceived brand seemed to be more exclusive. And if you wanted any one-on-one time with him, he offered one-on-one coaching. And so, again, it fueled into a business model, but it provided that exclusivity. and that's something to look at is if you were, and even if someone's not a speaker, if you were to stand up on stage for 60 minutes, who would you want to be in front of? If you could set it up in an ideal world,

who would you want to speak to, number one, what problems would you speak into? And what the heck would you talk about? Because if you don't even know that, start looking at that, because then that's where AI and everything comes into place, social media. What are you going to create content on?

You want to think of yourself, there's a book out there called The Ultimate Sales Machine by Chet Holmes, but he kind of talked, and you probably heard this too, the Dream 100. You want to think about your Dream 100 clients or prospects sitting in a stadium full, a stadium wide, and you're speaking at the stadium in front of all your idea of prospects. What would you talk on? What would you speak about? And if you are that curse so clear on who you serve, the problems you solve, and you can, speak at a very high level on the solution that you can provide to them. You're going to do well in business. You're going to do well in sales.

And again, I can't rely on AI. I can have it crafted and maybe help me make some visuals. I can help it kind of share the format of how I want to showcase the information. But I have to bring it to the raw material. It's like making a masterpiece. I went to this art museum. And this is a notebook by Vincent Van Gogh. Like this little, this little, like you can see it here.

But it's like, I can't just say, hey, go make me, like, if I go to AI, they're like, hey, go make me events and go like painting. Well, it's going to, which would actually be at a very interesting conversation because it's going to basically take what we, what it thinks is the perceived value of society. And it's going to create us an art form that it feels like it's going to justify that. Because when you go into certain equations like that, there's no right or wrong answers of certain equations, you know, there's that creativity muscle. And that's something that human element and same thing with speaking, there's that level

of unpredictability, right? And that's why people are in, you know, they like the variety, right? Because if you do the same thing over and over and over again, people will typically get bored. And that's usually why most relationships don't last as well. People, they have great relationships, great connections with someone. And then after a while, it just becomes mundane. It's the same. And then eventually it withers away and falls apart.

Where that creativity element, that unpredictability is what makes a brand unique. You know, some of the content carriers that I call it said, you really don't know. Like Mr. B is a great example. You don't know what the heck you're going to get to the next video. It's going to be something crazy. Now it's, you know, you get a chance to win 100,000, dollars and so that's why that facilitates engagement. But it's really getting clear on what do you want to speak on?

What can you speak on? And if someone else were to duplicate your message, could they speak on that same message? Because here's the secret. And the last thing I'll say with this is you want to create a one-on-one message. And this is within your branding, your business, when you speak on stage with your keynotes, what is your one-of-one message? Can I just take the, like if you're telling me how to scale and grow your company through AI marketing, that's pretty duplicatable, right?

Any person can go online type AI and bring that in. And so we could have a piece that's tactical and transactional. But what part of your content, what part of your communication is unique and different, that if you try to take what I'm trying to say, you want to be able to do it and vice versa. And if I try to take some of the things that you say, it wouldn't align with my brand. Like what are those things that not even. some of the biggest name of speakers or the biggest name of people in your space, they couldn't even duplicate.

Because once you find that, now you've got enterprise value in your organization. Now you can actually sell it. You have higher perceived value. I mean, if you look at like SpaceX, you know, IPO kind of is going down and stuff like that. But the trillion dollar evaluation, why is that so, why did everyone want to be a part of it? Because who else can send or has the vision to send people? to Mars. Well, Elon's pretty much the only guy crazy enough to do it. So if it does happen, it's high risk, high reward where it's like that, you know, not even NASA can compete with

they're still working on the moon and stuff like that. You know what I mean? And so it's one of those things where you have to become so good and so skillful and so craftful what it is that you do. And if that gets you're laying your hat on, awesome. But if you don't, you've got to be creative. and how can you develop a brand that connects and develops relationships better than those corporations? Because that's where I see the huge advantage too. And that's one of the questions I always like to ask too, Ryan, is how can a one-man team compete with a, you know, 50,000 person corporation within your same industry, right? Like, is it possible?

And if so, why would someone choose to work with you who, let's say, compared to you, to a corporation that has a bigger brand, more case studies, more money. Why would someone choose to work with someone? And usually the answer to that is the relationship piece. They want to talk to a human being. They want to have that one-on-one contact with a person. And that's what speaking does, man. Speaking is that human experience, and that's what you're selling them.

You're selling them a human experience. And people love to be entertained, too. You know, people love having that. People love family friendly, especially if you have kids, man. I've noticed that people will spend, they will justify anything that if it's for their family, if it's family friendly, entertainment, it's reasonably priced. You know, they're going to spend some stupid amount of money on a dinner that wasn't even that good anyway. So it's like, we might as well, let's go for an experience.

And what's the community aspect? What are some of the relationships that I can develop and foster? because it's tough to meet people nowadays. I'm grateful that I'm married, but I can only imagine people that are trying to connect. It's like... Yeah, it sucks. I've been doing it for four years.

Brutal. Now, thankfully, I'm the woman that I'm with, it'll be a year in August. We're actually taking a trip to Italy together, which is great. So I feel like, I got a pretty good scene out right now and things are going well and happy.

But dude, brutal. I mean, brutal. Because, Especially, like, I'm a little older than you. I'm 45. Like, I was married during this transition to digital dating, right? So, like, you know, talking about, you know, talking about personal brand, right? Like, you, all the people you dated were in the world, you bumped into them at, you know,

when it was college at the gym or at class or, you know, some hall or, you know, in high school, you're in class school or people or, you know, maybe even post-college. It's you go to the same bars or you work out at the same gym or you work at the same, you work in the same building or whatever, you're bumping into that person. You're seeing them interact with other people. You're hearing them talk. And then you decide for various reasons, this is somebody I'd like to ask out. When you go to digital dating, one, I feel like this, the, and think of this in the context

of people buying for me too. Like, when it becomes fully digital, the truck, you're, any trust that you may have had, like in person, even if you're walking up to someone cold, you see, you see a woman at a coffee shop, but you sit alone and you want to go say hi, right? Like the way you approach, the way you, you know, it starts a conference, like immediately that person's making a judgment.

Yes, but I feel like if the judgment is positive, you're way higher on the trust meter immediately versus digital. it's so hard to build any kind of trust because one, there's so many people out there that are doing things nefariously. There's so many people out there

with fate profiles and all this kind of stuff. Like, you know, I feel kind of bad saying this, but I guess I don't really. You know, I had this one exchange. Thankfully, this is like almost two years ago now. But, you know, you're young,

it's a stupid app, man. Like, it's not, you know, you like, what you have, like, about a one-page profile you're supposed to make a decision on what you want to do it. Whatever. So a woman reached out to me on the app from everything I read

and she seemed interesting and you know, I tried to wear. So sure, let's go get, like I know I just go be a coffee. That was my thing. Coffee. And again, thankfully, I'm not in this world anymore and hopefully it won't be ever again, if not for a long time. But

I made the mistake of going and getting dinner. because, you know, this is, if any of you are side-questing in a single world right now, you know, you probably understand why you go get coffee because he's never know what you get. In this case, as soon as this woman got out of the car,

and this is going to sound bad, like, I just want to be like, well, okay. You basically got in your car, freaking, you turn it on, you realize that that photo that they used was maybe 15 years old, and you freaking zoomed out of that parkabout, man. I was like everything about, you know, and again,

she was a nice enough person and I'm not going to be a jerk. I had dinner with her own chat. Nice. But like what was hard was, and we're trying way out of context. I'm going to try to pull this back to business in a second, but I'll finish my story. What was hard,

and again, this kind of speaks to when you're off brand out business, like she's trying to flirt, you know, because that's what you do. And I just wanted no part of it. Like, I didn't want he even,

I didn't want her. heard of believe the door was open at all. So it was like this very awkward and weird at gase. Okay. So I think, again, the thing with being in person speaking, workshops, you know, being in person with your team, if you're in a business, seeing your family in person, of all these things, your friends, you know, spending time in person is that it's very hard to hide. And you get, you know, some people, you know, sociopaths, psychopass, some people can obviously hide who they are and whatever, people try to. but it's very difficult to hide what you are.

So if you are clear going, and this is what we'll circle back to, to our conversation about business here, and particularly about speaking and that story that comes from it, is you said a term that I think is one of the core principles, if not the core principle,

this idea of being one of one. You may talk about marketing, but what is the one-of-one idea that you have about marketing that makes you different from other people? You might talk about self-improvement, right, our mindset, or insert some other fairly generic topic that a lot of people talk on. That's actually not the problem.

I think some people feel like they need to go all the way down to some super micro niche. That could work. But really what you have to find and maybe you can be, I'm going to set the table for our engagement just to give a little people in our context. but a question for you before you answer is how do you help the speakers that you work with find their one-on-one, right? So guys, how I initially met Tyler was I was struggling both with crafting my TEDx talk and understanding the TEDx ecosystem because it's very different from how I ever experienced speaking. And I shared this with you in our very first conversation almost a year ago now.

or two years. Was it two years ago? It might have been two years ago. It was too, too, cow. It's crazy to think about. But, like, I was, I've always been 60 to 90 minute keynotes, maybe keynotes in a 60 minute workshop or, or a breakout session after, like, I had never had to focus my energy to one specific topic and dial that in in 17 minutes.

Like, I had never had to do that. And I was struggling with it. So I actually saw you on Instagram. You were talking about, you know, I was searching up people, you know, who were involved in tennis community, understand this ecosystem, found you, watched your videos.

I was like, I just, you know, your whole idea of legacy, of purpose, you know, the fact that you're a Christian, that your value structure matched mine. I was like, this is a guy I want to talk to. We spoke. And then obviously it was a huge success. I have more than half a million views on my TEDx top,

which was a large part, you helping me craft at least the structure that I need to put together, and that actually helping me with how I presented myself and packaged myself in order to reach out to TEDx events to get a gig, which I ultimately did and couldn't be more happy. So when you're working with someone like me, I'm coming to you and I'm saying, hey, I have this message, but, you know, I want to get into TEDx,

I'm struggling with, whatever. How do you help them find that one of one? And maybe what are some of the other paramar characteristics that or other shares aspects of the TEDx that makes the success? Well, I'll take it back to the relationship thing because I share this because whether it's personal or business, man.

One of the things, I'll ask you the two questions. I definitely want to talk about how to create the one. one message and also, you know, how can it and also address that relationship thing too? It's one of the first things to look at is, you know, what are your non-negotiables, whether it's in business or in your relationships? Like, at first it was like, hey, this person looks good. This option looks great, right? Or this message sounds great. It's like this concept that sounds good, right? but it may not be a non-negotiable, but I'll come back to that. But you really got to look at your story.

What I always like to people, like, you know, tell me from the start, like the beginning, like what are some of those major moments that you've experienced that are most memorable for you, both good and bad. And I'll give you some examples of mine and I can tell you how I tie it into everything else that I do. Like, I'll give you an example. Like when I was born, I had excess liquid in my ears and like they had a, The doctors had to drain all this liquid in my ears.

They thought I was going to be brain dead. I thought I was going to have all these issues. But I had a speech impediment as a little kid. And when I would go to this fool, I would sound different. And people would ask me what my name was. And I struggled to say my R's. I would be like, hi, my name is Tailosone. I couldn't say my R's.

I struggled with certain pronunciations. Well, even at that moment, man, and this is telling you back to even the spiritual. Like, usually when you are a kid or at any age, But if you face it, severe adversity, that's usually the enemy that's trying to take you out or distract you from your course that you're trying to go on because you have a huge calling over your life. Right. And so what ended up happening in third grade since I struggled to speak and since I was below kind of everyone else in the class when I came to articulating my thoughts and my words and all these things, they had, they, this fool and I was that. They brought in a private speaking, communicating coach for me at the third grade. And since I, it was like me, one other kid that struggled with our communication skills.

I had a private one-on-one speaking coach literally in the third grade to help me communicate just at a natural level, but eventually to teach me into everything that I'm doing today. So I, and I share that as an example, because that is a very unique experience that if I share that with people, they're like, they probably couldn't relate to that. But what they can relate to is the adversity that someone has faced and overcoming that. So it's also taking at, you know, looking at your story, writing down kind of these core moments for you. And this could be anything. You know, what are some of the moments that you're most ecstatic about, you know, that moment which you had with your boss, that breaking point where you basically walked out and you were like, you know what? I'm underpaid, undervalued.

Like, I'm going to go start my own thing. Like there are these transitional, monumental moments within your life that if I have a document and I can create like, let's say, six or ten of these, now I have. have a story. I have an emotionally passionate story that I can share. I have takeaway. I have a main idea, take away from it. And then I'm starting to put all this together. And then it's like, okay, I have all these stories and this is what's going to, you know, that's the spice. That's the flavor that's going to bring it together. And then what you need then is, you know, what's going to be the main through line? What's going to be the thread that ties it all together? Because if I talk about, let's say relationships in a context regarding AI versus business could be the same exact story,

same exact message, but I'm going to tailor it specifically more toward a specific topic than the other, even though it's the same story. And so what brings it all together is what's going to be your non-negotiables and your values. What's something that from right now is, you know, a couple things. What do you want to be known for? Like what are you trying to accomplish? A great question is, what are you trying to achieve in the next 6 to 18 or 12 to 18 months? What are you trying to accomplish in the next three to five years? Whatever that goal timeline looks like, then ask yourself, who do I need to become to achieve that outcome?

Who do I need to become to achieve that outcome? Because then what starts to happen, you start to start thinking about what are the beliefs that I need to have? What are the thoughts? What are the core values? What are the actions that I need to be taking? If I was really an individual, you know, let's say sending rockets to the moon or a hundred million dollar organization like you know you can start thinking about then you start asking

yourself who do I need to become and then you start realizing all the actions and all the things that you need to do to get there to to get to that goal then you start establishing these values and these non-negotiables and this can be done in any aspect of life even with your relationships as well man it's just like and this is something that I then that and this ties back to what we're talking about with AI technology, if I'd go to AI and say, hey, find me a girlfriend or find me a wife where it's like, well, how the heck is it going to even know where I should even go to meet this individual? Well, it's not. Well, what if I told it I have very clear values? I have very, you know, she has to be a specific religious affinity. And she has to be at least six foot

or whatever the case may be. If I give it more criteria, more values, and not just, look, But the actual values piece, that's going to determine how that person thinks. That's going to determine where that person is located. Because that's what happens with a lot of AI technology and developing these messages, they're operating from a space. Like, they're going in the club trying to find their wives. You know, and it's like no matter how many women you meet at the club, you most likely, I'm not saying all the time, you most likely will not meet your wife there,

okay? You may have a good time, whatever. But that's, if you're looking for something outside of that, you're going to have a disconnect. Sent it with the marketing and speaking background is that once you kind of have your stories and one of the things that was always resonated with me is the question is, if you had 24 hours left to live,

we'll be a message you would want to share with your friends, your family, and your loved ones. And for me, the thing that kept popping up for me was just purpose. If I could teach someone how to find their purpose, run towards their purpose and go all in on that, that would make me ecstatic and light me up. And so even if I have that general idea of purpose, I can start doing some market research

just like a business. Like let's say someone wants to get into real estate or someone wants to get into insurance. They want to make money. Like whatever the goal is, whatever the topic is, start moving in that direction. And then look at, okay, what else is available, right? And then that's what I started to look at. It was like, okay, one of the top most watch talks is how to find your life's purpose in 15 minutes.

I think it has like 20 million, the views on it now. And he's like a famous director. And I saw it. I was like, now I don't need 15 minutes to tell you what your life's purpose is. And so my message was how to find your life's purpose instantly. And so again, that's just an example where you now, since I have a firm foundation of like my core values, I have these core principles that I can think about and I gravitate towards. Now I start to have context and clarity and ultimately what provides peace of mind is discernment because that's what we really all seek for when it comes to making decision. How do we know that we're making the right decision?

Whereas that that skill set of having discernment, that this relationship is actually going to be fruitful, this business partnership that I'm going to go in is actually going to be fruitful. If this message that I deliver and I'm going to give everything and pour my heart and soul into that it's going to resonate with the audience where it comes to. down to having that discernment and by you having clear values and clear non-negotiables tying it into your story, you've already separated yourself from a lot of people because most people can't tell you what their core values are. Some people don't even have any non-negotiables. They don't have those core non-negotiables in their life. And then also, too, they haven't

actually taken the time and look at the stories and the experiences that they've gone to to make them unique because it's really your past, your present, and your future, you know? And I look at it as your story, your purpose, and your vision. And those are really the three things. And the past is like, these are the stories. This is kind of what you've gone through. This is your personal experience. Where you grew up, what you did, what do you like to do in your free time?

That's what is your story. Let's incorporate some of that. Your purpose is the middle of the present. We'll get to that blast. And then you have the vision. Where are you heading towards? What's the goal? What are you moving towards?

if I have a compelling vision for my life, now I can actually be excited to talk about something. Well, you know, you'll love this, Ryan, but one of the things I was actually having this conversation with my wife, there's people that you will interact with in person and life where it's just like they're totally socially awkward.

They don't have anything like, and I was always, you know, I was always curious about that. There's some people I'll meet and it's just like, hi. And it's like you're kind of prying information or, you know, it's like, hey, How are you? You know what I mean? And one of those things is what I realize is that a lot of people,

they don't struggle to communicate. They struggle to have things that they genuinely excite them. Because if you go to someone and they have low energy and low, and there's always a problem in their life, they don't want to talk about it. They don't want to talk about their day because they hate their current situation. It's just like, if you want to be a powerful speaker or a communicator,

you're either doing things in your life that excites that you want to share with the world. And even if you're at that point where you're like in the lab and you're building and it's still working, go pick up a book. Go, go, you know, put things into my mind that are stimulating my mind and these ideas that excite me to talk about them. Because if I can get up and have a vision that I'm compelled towards, like for me, we're on a mission to help a million people find, you know, I'm sorry, help 10 million people

find their purpose. We've already helped over 3 million people already with the TEDx. but the book as well that we're coming out with is we it's like create a compelling vision that you're moving towards and then it's like your purpose gets figured out on your day to day. What do I need to do to achieve that goal and achieve that outcome? And obviously that evolves in shifts as you get older and priorities and responsibilities change. But what are things that excites you because you have your purpose, the things that kind of formed you and the intention of the reason why you're here and you've gone through all these

experiences. There's reasons why you've gone through those experiences. You just need to kind of extract why. And then it's like, you know, what are you passionate about? What generally excites you and focus on those things? Because again, it's not only about what you say, it's about how you say it. And I'll end with this, Ryan, is if we were to give three people a script, right? Me, you, and someone else, and we all had the same exact script and we all have the same exact script, and we all deliver it, we're all going to get three different outcomes. Why is because the weight of our words when it comes with certain topics are different, right? Like if you were talking about insurance, you're going to have more weight than me because

you have more experience than that, right? And vice versa and all these different things. It's like, where do you have authority in? And this could be through lived experience. This could be through, yeah, really through lived experience. If you've gone out and lived it and spoken about it. And, you know, if you looked at your 19-year-old self, you know, what were some of the lessons that you could teach yourself and how could you help them? There's usually some gold in there as well.

And then it's just a matter of crafting it and tying in every aspect of it of the five senses, man. Like, what are you wearing when you deliver the talk? You know, how do you sound? Like Jim Rowan, one of my favorite presenters, man. He, he, like, if you listen to some of his audios, man, his voice fluctuates and it's like an entertainment. It's like a stand-up comedian. He's like taking you on a journey because he's crapping jokes and he's lowering his voice. And then that's when you can kind of fine tune it like a song, right?

It's like I have all the raw ingredients. I have all the stories that are interesting and unique that are, you know, engaging. It's like I have these puzzles to the puzzle piece. I have kind of some core values. you some non-negotiables over here. I have a clear vision of where I want to move towards, you know, and then if I see everything in front of me, then I can start to pull together and be like, okay, this story can actually teach people how to find our purpose here. This, this, you know, adversity taught me how to find my purpose. I had another story where, you know, we were going

to a speed networking event and all my friends were nervous where I got excited. So if someone else is nervous about something that you're excited for, that's another thing that points you closer to your purpose. So now I'm not. you can start stringing these stories, these experiences to a specific topic, now you have a one-of-one message where not only am I showcasing valuable information, some main takeaways, but I'm doing it in a way that's engaging and unique by incorporating my own personal story. And if I can incorporate some of my passions and how I deliver it, you know, now you're pretty much set up for success, man. Now you can go out and run with it and then, you know,

that's the branding piece. And then at that point, it's just build a successful product or service that you can promote and sell and everything else is going to funnel back to that. And then you can live a good life, man, because those are the components of a purpose driven life, man. It's like, once you understand your purpose, you have an intimate relationship with the Heavenly Father and people are struggling with that, abiding with the Lord, getting clear on that. getting to ground zero. It's like the seed. And then with the communication,

you can only speak on what you know at a high level, you know? And so it's like, what are certain lived experiences that people can learn from? What are some skills and expertise that you can share? And ultimately, too, is there a product or service that aligns with this message that can benefit people? Because again, 60 minute talk, 30 minute talk,

15 minute talk can only provide so much transformation. Well, what if someone listens to the talk and they want to go deeper with you. What else can you provide to them from a level of service and authenticity that's generally going to help them go to that next level with what does that look like? And now you have a purpose driven business model.

And again, whether I'm speaking on a stage, speaking to my content, speaking on a podcast, I know my core values, I know these stories that I can reference, I can communicate with authenticity, I can communicate with confidence, knowing that it's all resonating with the people that I'm called to serve.

I gave the, we'll call it introductory keynote to a conference in 2018 that I'd hosted. I called Elevate 2018 just the name of the conference and I gave like a little 10 minute kickoff because I was the MC.

I wasn't speaking, we were hosting, so I was the MC so. And the title of it was it's cool to care. And the idea was like we show up to do these jobs,

every debt, whatever that is. And in this case, this was an insurance audience. And, you know, it may not seem like you're changing the world

by processing a car change or, you know, selling a new liability policy or whatever. But, like, it's what you do.

So care. Like, give a shit. Like, show up. And that energy, that energy is so infectious and white washes

so many, maybe nuanced, quote-unquote, new near quotes for those that are watching, you know, like mistakes that you might make in the delivery of your message, an um, an awe, an awkward pause, a mispronouncing a word, stumbling over a story. Like, those things are gonna happen.

But if the audience can feel to your point that you are a one of one individual trying to deliver a message to them that you're excited about, And that excitement doesn't have to be like you're vibrating and you're jumping up and down or running around. It just means you can be calm and deliberate, but still filled with energy. It's a frequency thing. I believe a frequency that we are, that our frequencies interact with each other.

It's another reason why the lead person events are so important. But for the speakers out there, for those of the people that are listening, who want to become speakers or in the early stages, or maybe their speaker hasn't gone as well as they want. So often what I see from those speakers, and right, I've done 450 plus keynotes at this point, you know, including a TEDx talk, including, you know, all kinds of different corporate stuff, workshops, breakdowns, you know, all kinds of different things.

The energy that you bring to that is, could be quite possibly the most important aspect of me. Like, the audience will get behind you, if you are moving around too much or you're speaking too loud or you're speaking too fast. Like all these little things that people worry about,

like they think that's what's making. You know, I'm not professional enough or I need to go, you know, take some big long training or, sure, don't mean you wrong. We always want to get better at our delivery. We always want to be more thoughtful

at how we bring that message. But like, if it's not, if you're not energized by your unique way of delivering that, message. Why would anyone else can? Like, why would anyone else care if you don't? Like, if you're not up there, this thing I'm teaching you, or I'm talking about, or this story I'm sharing, or whatever it is, right? If you don't care, if you're not excited, if you're not willing

to feel and let the energy flow through you on that topic, the audience never will. They never will, they never relate. And maybe you might get some, claps in a couple that was good after or whenever. But you know just as well as they do that no one connected. And I found that, you know, I said projectors go blue smoke. I said the audio die in a thousand person event. I've had, you know, the lights go out.

I said people heckled me from the crowd. You know, I've been sick. I've been, you know, all the different things that happen in a speaking speaker's career. You do not see right in every scenario. But if you, like, I just did a gig in the game. I did a gig in the spring. And first time it's ever happened to me.

I actually did a little Instagram video on it where I don't know what happened, but about 15 minutes before I was supposed to go on stage, the PDF file, that was my slide deck, completely corrupted and was unusable. And I had to look at the event organizer and go. So I tried to recreate it in AI real quick. I got like seven of the slides done and it was time for me to go out. So I literally just took the top slide and I was like, look, like, this is what happened.

I told the, I said, and they kind of looked at me, I was like, we're going to be fine. Like, we're going to be fine. I'm going to go out there, rip. Like, we're going to be great. I was like, I need you to be cool with it. But like, this is what happened. And you could say, like, oh, I messed up. I didn't mess up.

Like, I should have double checked. They should add a backup copy. There are things that I should have done for sure, right? And it's a mistake that I made and that I made and whatever. I eat that. but I still went up and delivered the message that I had with passion and energy. And maybe it wasn't the exact flow that I had if I had gone by what I designed with the slides. But the audience didn't know the difference and didn't care because I read the message that I was delivering to that particular keynote was very real inside me.

So I think that you've nailed it. And I think this is a perfect place to kind of wrap up our conversation today. But this idea of it doesn't matter what you're talking about, it's what is the one of one version of how you do it. It's your point. It could be your background. It could be your experience. It could be, you know, you read a thousand books on the topic and no one else has.

It could be you climbed them out. You know, whatever that thing is, whatever your delivery mechanism is, maybe you're funny, maybe your deadpan, maybe your pure educational. Like, own whatever gets you jacked up about. delivering that message because that's what's going to make you need. Now, Tyler does it this way. He's so successful. So I'm just going to copy Tyler.

It's like, no, that's Tyler's way of delivering that message. That's how Tyler, Tyler gets jacked up about delivering that message. You could have a very similar message, but you have to do it in your one-of-one way. I absolutely love that. Dude, I want people to know, like, I want people to get into your world because one, tremendous just follow from a content perspective. It's uplifting. It's positive.

It's purpose-draining. I absolutely love what you as a creator. But that your work, I mean, you, you know, I wouldn't be a TEDx speaker if it wasn't for you. So I want to drive people besides your website, we'll have that linked up. Are there any other places that people can get involved in your world and follow in with your journey? Sure. Absolutely. Instagram is a great place.

Tyler D.Certainee will have that linked. And LinkedIn is also a great place. So those are two great places. I will want to end with this, Ryan, because I'll leave the audience with one more food for thought here is purpose precedes design. Purpose design. So when you're designed the talk, when you create that business, when you try to create that relationship, the purpose will precede the design.

And I'll give you an example with this. If I'm a car manufacturer and I want to make a car for a bachelor who wants to go zero to 60, in three seconds, that's one shape of mile because I have a specific purpose in mind. But if I have a purpose of a vehicle that wants to house, let's say, eight kids and that's reliable and safe, now I'm going to create something else. So the purpose that I have for that invention is going to proceed before I actually design it and before the creation. So literally everything around us, there was a purpose before it proceeded that.

And that's the same thing within our lives. Jesus Christ, the Lord made us one of one individual. So if someone listening to this and they're like, hey, I don't know what makes me unique, unique. Well, it's just like every single fingerprint, every single snoburn, every single snobes like, we're all one of one and we're all unique. It's not like, if I'm really struggling to find those answers,

well, I need to understand the purpose and the intention for my life when I got designed for, right? Because if I was a, if I'm, let's say, 5, 5, 5, maybe the Lord didn't have me in my car as you go playing the NBA. You know what I mean? If I'm on God that can't job or whatever the case may be, and I'm not saying to use that as a limitation, but there are strengths and there are weaknesses within all of our lives.

Why don't we play to our strengths? And we're going to get clear with, you know, why did the Lord make me this way? You know, why did the Lord put me in this situation? Why did I experience this level of adversity? You know, why did I go through this? Well, it's everything that everyone has gone through, into this point of listening to this, has prepared them for the day, for today and has prepared

them for the future that they're walking into, right? And so get clear on what the purpose of the talk, the business, the relationship. What's the end outcome? Have the end outcome in mind, but get clear on what the purpose is because once you have that, then the design, the actual invention, the creation, it all falls in the place because it, the purpose will help you have that discernment to decide what's aligned and what's not aligned. And that's really what it is. It's having that full alignment because when you're fully aligned, you're not trying to impress anyone else. You're just trying to, you know, I tell people, I want one person to report to. I got one man upstairs that I got a work for every single day. And that's someone that's going to hold you accountable.

And if you can know that you're giving it your all every single day and some people just don't resonate with it or just don't want to be a part, maybe that's not the person that you're called to serve. and the people that do resonate with your message that do resonate with your business, your relationship, your values, and what it is that you stand for. Those are the people that you want to pour your life into and support.

And same thing with the speaking, man. There's going to be some people that are, no matter what you say, they're going to be on their phone and whatever. There's going to be some people that are really engaged. And if you have that perspective, if I can go change one life and just speak and serve into that person,

you're going to be good. And that's even from a content or social media perspective. perspective as well. But yeah, if anyone has any questions, feel free to reach out via Instagram, via LinkedIn. Understand the purpose who is going to proceed to design and the creation of anything around us. Tyler, sorry, friends. We're out of here.