Create Like the Greats

In this episode of Create Like The Greats, Ross dives into the evolving landscape of digital marketing in the era of artificial intelligence and large language models (LLMs). He challenges brands to rethink their approach by understanding that today’s most influential "audiences" aren't just humans—they're machines. Ross outlines how AI tools like ChatGPT, Perplexity, Google’s AI Overviews, and others scrape public content to generate recommendations and answers for users, and how brands can strategically position their content to become part of this intelligence loop. Whether it’s SEO, Reddit commentary, or owning bottom-of-funnel content, Ross shares powerful frameworks and tactics to help your brand stay relevant, present, and impactful in the age of AI-driven search results. Key Takeaways and Insights: ​​🤖Brands Must Market to Machines Brands can influence LLMs like ChatGPT, Perplexity, and Google AI Overviews. Marketing today isn’t just targeting people—it's also about reaching the machines that influence them. AI-generated answers are impacting consumer decisions more than ever. 🔍Understand How LLMs Source and Surface Information LLMs are trained on public and proprietary web data. Your content must live on platforms that LLMs can access and trust. 📍 The Realization: You’re Marketing to Machines Machines are pollinators of your content to future customers. Brands must understand search intent and align content accordingly. 🧵Why Reddit is a Goldmine for AI Training Reddit is a top source for unfiltered opinions and bottom-of-funnel content. LLMs scrape Reddit threads extensively due to their public availability and authenticity. Tip: Don’t spam Reddit. Instead, add value consistently and transparently. 🪴Practical Example: Plant Delivery B2B Brand Illustrates how niche brands can create bottom-of-funnel content (e.g., comparisons, Reddit engagement). Great content can be repurposed across platforms like Reddit and industry forums. 🔄 Content Repurposing + Distribution Strategy Resurface evergreen content in ecosystems that LLMs crawl. SEO tactics and AI-driven discovery are not mutually exclusive—they are interconnected.  📈 What Kind of Content Should You Create Focus on: Comparison pages Buying guides Objection-handling content Use-case & case-study based content Localized landing pages can help capture region-specific AI queries. 💡 Where to Distribute Your Content Distribute into ecosystems LLMs are known to crawl or partner with. Example: OpenAI Partnerships help identify valuable distribution hubs. 🧠 Build EEAT: Experience, Expertise, Authority, Trust Include author pages, cite real research, and use industry language. Demonstrating trust and authority increases visibility in AI responses. Resources & Tools: 🔗Google: Google AI Overview Info 🔗 Reddit: reddit.com 🔗 Foundation's Generative Engine Optimization 🔗 OpenAI Partnerships: OpenAI Partner Channels — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross offers a transparent reflection on a book that has significantly impacted his leadership and personal growth journey in 2025 — The 15 Commitments of Conscious Leadership by Jim Dethmer, Diana Chapman, and Kaley Warner Klemp. Ross walks through all 15 commitments outlined in the book, sharing real-life examples and insights from his entrepreneurial journey. If you're striving to lead consciously, foster better teamwork, and level up your self-awareness, this episode is packed with actionable takeaways for you. Key Takeaways and Insights: 1. Radical Responsibility Embrace ownership for every situation Avoid blame, shame, and guilt — they stem from toxic fear Replace blame with curiosity: "What can I learn from this?" 2. Learning Through Curiosity Always stay in learner mode “Above the line” vs “Below the line” mentality Stay open, curious, and committed to truth—not being “right” Framework: What I know / What I know I don’t know / What I don’t know I don’t know 3. Feeling All the Feelings  Fully experiencing emotions to completion Use head, heart, and gut to inform decisions Yoga, breathwork, and meditation as helpful tools 4. Speaking Candidly  Tell the truth with kindness Speak unarguable facts and feelings: “I feel ___ because ___” Avoid conflict avoidance and passive communication 5. Eliminating Gossip  Address issues directly with the person involved Gossip is rooted in unmet communication and inability to process feelings Test for gossip: Negative intent or unwilling to say it to the person? Then it’s gossip. 6. Practicing Integrity  Express truth, keep agreements, and take 100% responsibility Framework for impeccable agreements: Make clear commitment Keep it Renegotiate if needed Clean up broken commitments 7. Generating Appreciation Practice giving and receiving appreciation fully Celebrate the small things and appreciate yourself and your team Create a culture of gratitude and acknowledgment 8. Excelling in Your Zone of Genius  Identify what you’re uniquely talented at and enjoy doing Ross shares his own strengths: presenting, writing, people leadership Reallocate more time to activities in your “genius zone” 9. Living a Life of Play and Rest Incorporate humor, spontaneity, and celebration into work Rest is a challenge, but vital for sustainable leadership Play isn’t frivolous—it’s a leadership asset 10. Exploring the Opposite Train your mind to challenge your own stories and embrace opposing truth Ross advocates for intellectual debates to stretch perception Ask: “What am I not seeing?” 11. Being the Source of Approval, Control & Security  Identify the root wants driving your behavior Seek internal rather than external validation Approval, control, and security must be self-sourced, not dependent on others 12. Having Enough of Everything  Abundance mindset vs scarcity Perspective: Ross shares personal examples of past financial hardship GRATITUDE = enoughness 13. Seeing the World as an Ally Every person and situation is an opportunity to grow Learn from everyone, regardless of status or age Let go of ego and embrace humility in learning 14. Creating Win-for-All Solutions  Build solutions that serve everyone involved—self, others, organization, and the whole Ross: “I’m rooting for you, whether you’re at Foundation or not.” 15. Being the Resolution Don’t just wait for change — BE the change Leave the world better because you existed Make an impact beyond yourself  Resources & Tools: 🔗 The 15 Commitments of Conscious Leadership 🔗 Foundationinc.co — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross returns from the Spring 2025 event buzzing with creative energy, fresh ideas, and deep insights on marketing, AI, community, and consistency. He shares standout conversations, tools worth exploring, and reflections on how face-to-face connections still matter in a digital-first world. Ross also dives into highlights from presenting Distribution.ai, lessons from fellow marketers, and personal takeaways on building sustainable growth—both for business and personal development. Key Takeaways and Insights: 1. Why Spryng 2025 Was Different Spryng 2025 stood out not because of keynotes or sponsors, but because of the human element—energizing conversations and real community vibes. Event offered space to discuss Distribution.AI and validate its pain-point solution. 2. AI is Everywhere—and Still Just Beginning AI permeated almost every discussion at the event. A challenge was issued: talk about the future of marketing without mentioning AI—most struggled to do it. An eye-opening use case: uploading sales calls into LLMs like ChatGPT to extract winning messaging patterns. 3.  The Distribution.AI Problem-Solution Fit Ross introduced Distribution.ai at the event, which helps marketing teams repurpose unused blog content. Most marketers acknowledged they underpromote content. Distribution.ai repackages blog posts, writes emails, and creates usable assets to distribute across channels. “We give you the emails you can upload into HubSpot or whatever it might be.” 4. Reconnection & Real-Life Moments Matter There’s unmatched value in face-to-face connections: Breaking bread with peers Conversations that go beyond digital metrics Realizing your followers and connections aren’t just leads—they’re humans. Key message: Show up for those who show up for you. 5. Fresh Perspectives on Sales & Go-To-Market Sales conversations highlighted outdated vs. effective go-to-market strategies. Topics included: Evolving attribution challenges Differentiation in a saturated agency space The importance of revisiting and returning to fundamentals that once drove success 6. Consistency > Novelty Chasing new trends can pull you away from what works. Foundation’s past growth came from sticking to its unique POV and execution strategy—time to return to that place. A reminder that what made you great can still make you greater… again. Resources & Tools: 🔗 Distribution.ai 🔗 ChatGPT 🔗 Claude 🔗 Perplexity 🔗 Singulate — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross Simmonds, founder of Foundation and Distribution.ai, opens up about his expectations and goals ahead of attending Spryng 2025, a gathering of senior B2B SaaS marketers in Austin, Texas. For the first time in a while, Ross is attending an event not as a speaker but as a participant. He shares how this shift changes his experience and outlines his motivations for attending: learning, connecting, and gathering feedback for his new project, Distribution.ai. Key Takeaways and Insights: 1. Introducing Distribution.ai A new tool/platform from the Foundation team Helps automate, repurpose, distribute, and amplify content Built on strategies the team has manually implemented for years Aims to scale content efforts with the assistance of AI 2. Three Primary Goals for Spryng 🌐 Step Outside the Speaker Role Without being on stage, Ross must network the “normal” way As a self-described introvert, this brings excitement and challenge 🧽 Embrace Curiosity Wants to listen and absorb, not pitch Hopes to capture meaningful insight and real-world pain points 🤝 Build a Like-Minded Network Aims to deepen relationships with people who share values around creativity, ambition, and innovation.  Resources & Tools: 🔗 Distribution.ai — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross Simmonds takes us behind the scenes of one of the most exciting AI developments in recent months—ChatGPT's Deep Research feature built on OpenAI's O3 reasoning model. This episode provides a detailed breakdown of how Deep Research can help with competitive analysis, persona building, content strategy, and thought leadership. If you're someone who works with data, content, or digital strategy, this episode is packed with actionable insights. Key Takeaways and Insights: 🔍 Introduction to Deep Research "Deep Research" is the latest tool from OpenAI leveraging the O3 reasoning model. It enables multi-step, web-based research directly within ChatGPT. It rivals the expertise of high-paid consultants at a fraction of the cost. 💰 Cost & Value of Deep Research Priced at ~$200/month as part of OpenAI’s advanced plan. Can analyze web pages, PDFs, forums like Reddit, review sites, and blogs. Capable of returning rich reports using 20+ external sources. 📊 Use Cases for Marketers Comprehensive Competitive Analysis Generate full-stack brand reports in McKinsey-style format. Pulls competitor messaging, tactics, and public sentiment from platforms like G2, Capterra, TrustRadius, SimilarWeb, and Reddit. Case Study: Foundation Marketing’s own deep report generated in 6 minutes from 27 sources. Persona Development and Review Mining Create buyer personas from Reddit threads, product reviews, and social media chatter. Identifies pain points, motivations, and message framing. Case Study: A stealth competitor analysis for Distribution.ai revealed valuable data on solopreneurs and feature gaps. Content Opportunity Discovery Surface high-value keywords with low coverage across your and competitors’ content. Instructions on how to feed a keyword spreadsheet to Deep Research and ask it to identify gaps. Strategic Thought Leadership Development Input white papers from Gartner or McKinsey. Ask Deep Research to extract trends and suggest new ideas aligned with your niche. Synthesizes expert-level content into actionable ideas for upcoming quarters. 🧠 Pro Tips for Using Deep Research Be specific with your prompt—clarity leads to better results. Supply background context, goals, documents, and keyword datasets. Avoid uploading sensitive data, but enrich inputs where possible for maximum output quality. Resources & Tools: 🔗 ChatGPT Plus (includes Deep Research) 🔗 Foundation Marketing 🔗 Distribution.ai 🔗 Review Platforms: G2 Capterra TrustRadius 🔗 SimilarWeb 🔗 Reddit  — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross breaks down the massive growth of Reddit and why it has become an essential platform for brands. With Reddit achieving profitability for the first time in nearly two decades and growing its daily active users rapidly, brands can no longer afford to ignore it. We dive deep into actionable Reddit strategies, including how to leverage subreddits, engage in community discussions, and optimize Reddit ads. If you want to turn Reddit into a growth engine for your brand, this is an episode you don’t want to miss. Key Takeaways and Insights: 1. The Power of Reddit’s Growth Reddit hit profitability in Q3 2024 ($29.9M profit) Revenue increased by 68% to $348M Daily active users grew by 47% to nearly 100M The influence of Reddit on search rankings and online communities 2. Why Marketers Can’t Ignore Reddit Google prioritizing community-driven discussions Reddit dominating search results for product and service recommendations Comparison to platforms like Capterra, G2, and Trust Radius 3. Actionable Reddit Strategies for Brands Create & Own Your Subreddit Establish a dedicated space for your brand Engage with customers & provide value beyond self-promotion Align subreddit topics with your audience’s interests (e.g., if you sell mattresses, discuss sleep tips) Secure Your Branded Username Prevent brand impersonation Use “BrandNameTeam” for community engagement Avoid “BrandName_Official” (feels out of touch) Engage in Existing High-Traffic Reddit Threads Find Google-ranking Reddit discussions relevant to your industry Provide insightful, non-promotional responses to drive visibility Avoid spamming links; focus on adding value 4. Leveraging Reddit Ads & The Power of Targeting Reddit allows hyper-specific targeting with subreddits Example: Target r/cybersecurity for security software ads Create native-style ads that blend seamlessly into Reddit conversations 5. The Value of User-Generated Content (UGC) on Reddit Encourage discussions about your brand through real conversations Monitor Reddit for unfiltered customer feedback Use Reddit insights to inform product development and marketing strategies  6. Monitoring Reddit Without Daily Posting Set up tracking for mentions of your brand Analyze competitor presence and sentiment trends Use tools to automate monitoring and identify opportunities Resources & Tools: 🔗 Reddit Ads Platform 🔗Reddit Pixel Setup Guide 🔗Tools for Reddit Monitoring: Brandwatch Sprout Social — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode, Ross Simmonds conducts an insightful discussion with an AI, answering five crucial questions about B2B marketing strategies. If you're looking to enhance your B2B marketing efforts, this episode is packed with valuable insights on content marketing, lead generation, and evolving buyer behaviors. Key Takeaways and Insights: 1. Key Differences Between B2B and B2C Marketing Decision-Making Factors: B2C purchases are driven by personal emotion and individual financial decisions. B2B decisions involve multiple stakeholders, procurement teams, and higher scrutiny, especially for expensive solutions. Buyer’s Journey Considerations: Multiple touchpoints, evaluations, and approvals before a purchase is made. B2B buyers check case studies, references, product documentation, and validate company reputation before making a decision. 2. Evolution of the B2B Buyer’s Journey Why the B2B buying process is more complex today: The rise of AI and automation has led to an overwhelming amount of messages, advertisements, and sales outreach, making it harder to stand out. Impact on Buyers: Buyers are more resistant to cold outreach. Personalized messaging and authentic storytelling are key to cutting through the noise. Effective Tactics to Adapt: Hyper-targeted content marketing and personalized messages tailored to the specific needs of decision-makers. 3. The Top B2B Lead Generation Channels Today Why LinkedIn is Dominating B2B Marketing: LinkedIn’s algorithm now favors broader content discovery, similar to Facebook and X (formerly Twitter). Its video content capabilities are driving significant engagement. Golden Rule: High-quality, informative, and engaging content is necessary to leverage any platform effectively. Distribution strategy is just as important as content creation. 4. The Role of Content in B2B Brand Building Challenges in Standing Out: AI enables mass production of average content, increasing competition. Brands need to focus on unique insights and high-value content instead of generic "how-to" guides. Winning Content Strategies: Conducting original research and case studies. Crafting stories that resonate with target audiences. Publishing thought leadership content and leveraging community engagement. 5.  Measuring ROI for B2B Marketing Efforts The Importance of Full-Funnel Attribution: Tracking leads from initial engagement to final conversion. Using tools like HubSpot for pipeline tracking and performance analysis. Key Metrics to Monitor: How many leads turn into real opportunities? Which opportunities convert into actual sales? Attribution models that help understand what efforts are driving real revenue. Resources & Tools: 🔗 HubSpot – CRM & Marketing Analytics Tool 🔗 Singulate – AI-Powered Email Personalization 🔗 G2 – Business Software Review Platform 🔗 Capterra – Software Comparison Tool — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, we break down how Anthropic, a leading AI company behind Claude, is revolutionizing the use of customer success stories to drive measurable business results. Despite fierce competition from OpenAI and Google, Anthropic differentiates itself through clarity, simplicity, and strategic storytelling. Learn how they use short yet impactful case studies to elevate their brand, enhance credibility, and attract the right audience. Inspired by research from Ethan Crump at Foundation Labs, we take a deep dive into how Anthropic structures its case studies, why they work, and how you can apply these principles to your own business. Key Takeaways & Insights 1. The Power of Customer Success Stories Anthropic has ramped up investment in customer case studies, adding 67 new pages to their website. These stories increase trust and credibility, addressing the fragmented B2B buyer’s journey. Featuring well-known clients, such as DuckDuckGo, GitLab, Brave, BCG, and Assembly AI, boosts authority in their industry. 2. The Business Impact of Case Studies The dedicated case studies subfolder attracts over 60,000 organic monthly visitors, generating what would cost $25,000 in paid traffic. SEO performance: 1,600 ranking keywords 4,600 backlinks from 231 domains 3. Anthropic’s Winning Formula for Case Studies Short and Direct: Each case study stays under 1,000 words, challenging traditional long-form SEO norms. Clear Structure: Follows a problem → solution → outcome format. Intent Matching for SEO: Content is designed to match search intent, ensuring customers find relevant solutions quickly. Focus on Business Value: Emphasizes results (e.g., 30% improvement in user satisfaction, 80% cost reduction). Uses client and company expert quotes to strengthen credibility. Avoids overly technical details, making it accessible to decision-makers at all levels, including CEOs and finance executives. 4. Applying These Lessons to Your Business Prioritize clarity and simplicity when crafting customer success stories. Optimize stories for search intent so they’re discoverable and relevant. Showcase tangible metrics and real results in your case studies. Structure content for easy readability while keeping it strategic and insightful.  Resources How Anthropic Drives 60K+ in Organic Traffic — With One Simple Strategy — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, Ross Simmonds dives deep into the common mistakes that SaaS companies are making with their Google Ads strategies. Despite advancements in marketing and AI tools, many businesses are still falling into the same traps they did years ago. If you're struggling to make your paid search campaigns profitable, this episode will help you identify missteps and optimize your approach for better ROI. Episode Breakdown & Key Takeaways Why SaaS Companies Struggle with Google Ads Many SaaS businesses fail to drive ROI from paid search. The solution? Optimize your campaigns by improving efficiency in clicks, conversions, and lower costs. Common Mistake #1: Sending Traffic to the Homepage Why it’s a bad idea: Homepages serve too many purposes and introduce distractions. Solution: Create dedicated landing pages aligned with specific user intent. Actionable tip: Remove navigation menus and unnecessary links to keep visitors focused. Common Mistake #2: Poor Above-the-Fold Experience 90% of visitors won’t scroll past the first screen—so you need to make an instant impact. Essential components for above-the-fold success: Clear and compelling headline that connects with intent. Highlight a unique value proposition. Call-to-action (CTA) should be immediate and obvious (e.g., “Start Your Free Trial”). Social proof: Use testimonials or logos from recognizable brands. Common Mistake #3: Inefficient Bidding Strategies Ross recommends manual CPC bidding when starting. Test target CPA bidding only after gathering sufficient data. Be prepared to adjust bidding strategies based on real-time performance insights. Common Mistake #4: Running Ads on Low-Intent Keywords Stop wasting money on broad, irrelevant search terms like “sales tips” or “HR advice.” Focus on high-intent keywords, such as: Brand alternatives – Users searching for "Zoom alternatives" or "Slack alternatives" are actively looking for a switch. Solution-focused keywords – Category-driven searches like "best CRM software" indicate potential buyers. Problem-focused keywords – Queries that reveal pain points (e.g., “how to improve sales conversion rates”). Common Mistake #5: Not Using Advanced Audience Targeting Target smarter: Avoid blanket targeting by narrowing ads to key demographics. Enterprise SaaS should avoid targeting younger age groups (e.g., 16-20) as they are unlikely to be decision-makers. Use the "observation" setting first to track audience performance before shifting to specific targeting settings. Common Mistake #6: Weak Ad Copy That Fails to Convert Ross’s winning copywriting framework for Google Ads: Headline 1: Match the exact search term (e.g., “Best CRM Software"). Headline 2: State a unique value prop (e.g., “User-friendly design for teams"). CTA Headline: Create urgency (e.g., “Boost revenue—Start your free trial!”). Description: Include social proof (e.g., "Trusted by 10,000+ businesses worldwide"). Leverage customer reviews from G2, TrustRadius, or Capterra for copy inspiration. Final Thoughts & Recap Google Ads can be a goldmine if done right—avoid common pitfalls and optimize for success. Focus on landing page relevance, audience targeting, and high-intent keywords for best results. Adjust campaigns based on performance metrics—don’t "set and forget." — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like the Greats, instead of breaking down top SaaS and business strategies, Ross is going tactical—real tactical. You're getting 100 practical content marketing tips, tools, and strategies that you can implement starting today. This is an episode to bookmark, return to, and share with your team. Whether you're a beginner or an expert, these insights will help you level up your content game. Key Takeaways & Topics Covered Develop a Content Marketing Strategy Set clear goals, audience personas, and distribution plans. Review and adjust your strategy quarterly. Align your strategy with your organization’s goals to maintain focus. Leverage AI to Streamline Content Creation  Use tools like Frase, ContentShake (SEMrush), and Jasper for SEO research and content optimization. Automate SERP analysis and keyword research. Utilize Distribution.ai and HubSpot for content distribution. Quality Over Quantity  Stand out with highly unscalable content—create work that AI can't easily replicate. Seth Godin’s wisdom: "Remarkable content is content worth making a remark about." Challenge your team—how can this content be even better? Optimize for Generative Engine Optimization (GEO)  Prepare for the era of AI-driven search, voice assistants, and chat-based search engines. Learn about GEO best practices in this article on Foundation Inc. The Double-E-E-A-T Strategy  Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). Ground content in your unique expertise—not just rehashed insights. Share real-world examples and case studies. Repurpose and Distribute Your Content Adopt a Create Once, Distribute Forever mindset. Reuse past high-performing content across channels. Study Disney’s content repurposing for inspiration. Use Video to Build Trust Video is the last frontier of AI—people trust authentic video more than AI-generated text. Leverage tools like Loom, Descript, and HeyGen. Check out Cut30 for short-form video best practices. Content Personalization & Engagement  AI-powered personalization through tools like Singulate and HubSpot. Engage consistently on social media—don't just post and ghost. Build email lists to avoid reliance on social media platforms. SEO is Still Alive—Ignore the Naysayers  Despite what some say, Google isn't going anywhere anytime soon. SEO techniques still apply to AI-driven search models like ChatGPT and Perplexity. Implement pillar content and topic clusters to thrive in 2030 and beyond. Optimize for Mobile & User Experience Ensure content loads fast and is mobile-friendly. Avoid complex UI—users prioritize simplicity and ease of navigation. Resources & Tools Mentioned 📌 AI & SEO Tools: Frase – AI-powered content optimization. ContentShake AI by SEMrush – Keyword research & content planning. Jasper AI – AI content creation. HubSpot – Marketing automation & content distribution. Distribution.ai – Automate content repurposing. 📌 Video & Personalization Tools: HeyGen – AI-powered video creation. Loom – Video messaging & tutorials. Descript – AI-powered video editing & transcription. Singulate – AI-driven content personalization. 📌 Educational & Event Resources: Cut30 – Master short-form video content. Foundation Inc. GEO Guide – Learn about Generative Engine Optimization. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode, we're diving into the art and science of content repurposing with some of the sharpest minds in the industry. Ross Simmonds, Anna Furmanov, and Emily Kramer join Riverside webinar host Kendall to break down their proven strategies for content repurposing, from leveraging AI tools to audience research techniques that fuel meaningful engagement. Whether you're trying to grow your audience, sell a product, or simply maximize your content's lifespan, these actionable insights will transform how you think about repurposing. Packed with practical examples, tech hacks, and processes, this episode is your blueprint for creating versatile, high-impact content. Key Takeaways and Insights: 1. What is Content Repurposing? Redefining repurposing versus creating new. The importance of building versatile content assets that can branch into multiple formats. The foundation for long-term audience engagement. 2. Identifying Your Content Foundation: Ross Simmonds explains his go-to strategies for using micro-content as foundational material. Anna shares why podcasting became her primary content pillar and her secret for capturing "aha" moments during recording. Emily breaks down her colorful methods for extracting and extending the life of one big content idea. 3. Practical Steps to Get Started: How pre-planning and distribution pipelines ensure maximum reach. Emily’s "GACCS Brief" method for organized content creation: Goals, Audience, Creative, Channels, Stakeholders. 4. The Tech Tools That Power Repurposing: Ross shares his full tech stack: Riverside for recording, Canva for infographics, Jasper for creating auxiliary content, and more. AI in action: Learn about synthetic content using Haygen and 11 Labs. Try Emily's innovative pre-planning LinkedIn poll strategy to build anticipation for big launches. 5. Finding and Understanding Your Audience: Why audience insights and customer research are key to creating meaningful content. Fill your content roadmap with Ross’s Reddit and Facebook group mining tactics. Anna's advice for hosting audience calls and surveys. 6. Experimentation & Optimization for Different Platforms: Why each platform deserves unique formats. From long newsletters to TikTok teasers—the diverse distribution playbook. 7. Content ROI: Evaluating Success & Staying Relevant: Why evergreen content is a goldmine, and how to audit your archives for reusability. Ross’s case study of repurposing content across multiple formats consistently over three years.  Resources and Links Mentioned:  Riverside.fm – Mark clips while you record and effortlessly create social-ready video highlights.  ElevenLabs – Explore synthetic videos and voice cloning for micro-content creation. Canva - Easily design infographics, templates, and visual assets. BuzzSumo – Analyze top-performing content for insights into trends and format ideas. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like The Greats, we dive into why publishing research can be a game-changer, especially for those in AI, marketing, and SEO. The host uncovers how leveraging research-driven content can generate buzz, backlinks, and unmatched visibility for brands. Using examples from industry leaders like Google DeepMind and NVIDIA, this episode provides actionable steps to create, repurpose, and distribute impactful research. If you're ready to learn how research can transform your marketing strategies and build authority in your field, this is a must-listen! Key Takeaways and Insights: 1. The Rise of AI and Its Impact Across Industries (02:00) AI is influencing professions beyond marketing, including healthcare, education, and law. Google Trends data highlights an 8X increase in searches for AI research over the last four years. Online communities like Reddit’s r/Futurology and Artificial Intelligence have seen significant growth since 2022. 2. Why Research-Driven Content Matters (10:42) Major companies like Google and NVIDIA are publishing groundbreaking AI research to generate links, press mentions, and authority. Google’s AI research hubs (Google Research and DeepMind) showcase the power of free, accessible industry data. Example: Google DeepMind has journal articles with over 500-2,000 referring domains, driving backlinks, traffic, and credibility. 3. Different Types of Research-Driven Content Proprietary Research: Conduct in-depth studies with your team or academics to develop unique insights. Repurposing Data: Don’t let research sit idle in PDFs—turn it into blog posts, LinkedIn infographics, social media videos, and more. Curated Research: Take existing industry studies or journals and reframe them for broader audiences in your niche. 4. Case Study: Unlocking Engagement Through Simplified Research Example: A blog post combining coffee productivity studies with up-tempo music research led to a viral response. Translating complex journals into relatable concepts amplifies visibility and audience resonance. 5. The SEO and Brand Visibility Advantages Research publications draw backlinks from reputable sources (e.g., Microsoft, universities) and are frequently cited in blogs and press. Example: DeepMind’s journals generate massive referral traffic due to their accessibility and simplicity. Insights from Stanford’s AI Index: The number of AI research articles tripled from 2010 to 2022. 6. Pro Tips for Distributing Research Findings Distribute research summaries via subreddit communities, LinkedIn posts, and news outlets. Convert large datasets into visual aids like charts, infographics, and videos to maximize distribution potential. Leverage PR strategies by pitching your findings to publications and blogs for additional reach. Actionable Advice for Creating Research-Driven Content Create Research: Invest in proprietary studies, user surveys, or experiments in your niche. Repurpose Content: Tailor findings into blog posts, social media visuals, and bite-sized infographics for different platforms. Collaborate: Partner with academics or industry experts to co-create compelling research studies. Translate Research: Simplify complex academic papers into relatable and engaging content for non-technical audiences. Pitch Your Study: Reach out to journalists, bloggers, and influencers who may amplify and share your findings. Resources and Links Mentioned:  Google Research – Explore Google’s latest AI publications and studies. DeepMind Research – Access over 183 AI-focused journal articles. Stanford AI Index 2024 – Annual report on AI trends and insights. Tool Mentioned: Distribution.ai – Automate your content distribution processes. Related Subreddits: r/Futurology r/ArtificialIntelligence — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In today’s episode, we delve into the transformative concept of "doing the thing." This conversation emphasizes how taking deliberate action—not endless preparation or overthinking—is the ultimate catalyst for success. If you’ve ever felt stuck in a cycle of busy work or bogged down by the noise of daily distractions, this episode will inspire you to focus on what truly matters. We unpack strategies to break free from content fatigue, prioritize the essential, and make meaningful strides toward your goals. Tune in to discover how to channel your energy into actions that drive results. 1. The Daily Grind: Avoiding Content Overload Many content creators get trapped in a cycle of constant posting, from tweets to LinkedIn updates, without considering the long-term impact. This "content treadmill" often leads to fatigue, diluting creativity and focus. Instead, creators should prioritize producing content that aligns with their overarching goals, delivering value that resonates deeply with their audience. 2. Actionable Strategies for Effective Content Creation Set Clear Goals: Understand the purpose behind your content. Are you trying to boost brand visibility, generate leads, or nurture customer loyalty? Clearly defining your goals ensures every piece of content serves a strategic purpose, keeping you focused and efficient. Create a Content Calendar: A well-structured content calendar helps you plan and execute impactful campaigns while minimizing the chaos of last-minute decisions. By mapping out your ideas, you can ensure consistency, anticipate trends, and deliver content that aligns with your audience’s needs. Measure Success: Analyzing your content’s performance is key to understanding its effectiveness. Use metrics to identify what’s resonating and adjust where needed. This data-driven approach allows you to refine your strategy and amplify what works while addressing gaps in engagement.  — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this special recap episode, I look back at the ten big predictions I made for 2024—and rate how each one actually turned out. From continued tech layoffs to a surge in AI-driven content (and even a bold guess about a marketing conference with good food), I evaluate which predictions nailed it, which ones fizzled, and what surprised me the most. Tune in to hear the year-in-review of AI’s rise, the state of SaaS, Hollywood hits, and more! Episode Breakdown 1. Layoffs & Tech Restructuring How many companies really did another round of layoffs in 2024? The role AI and offshoring played in driving deeper cost cuts. Did Apple avoid massive layoffs as predicted? 2. SaaS & AI Acquisition Frenzy Which big SaaS players scooped up AI startups—did smaller companies with little traction get acquired? Why Gong didn’t get bought by a giant (yet). The state of SaaS valuations in 2024—did they return to record highs? 3. AI Content Takes Center Stage Checking in on fully AI-generated commercials, shorts, or movies that took the internet by storm. The reality of AI plus human co-creation. How close we got to truly tear-jerking or hyper-realistic AI productions. 4. Rise of the “Head of AI” Role Did companies from every sector really start hiring for AI leadership roles? The mix of responsibilities and how quickly these roles grew in 2024. 5. Marketing Conference Food Miracle A lighthearted prediction that a marketing event might finally serve amazing food—did it happen? Listener stories and personal experiences from 2024 conferences. 6. AI-Generated Super Bowl Ads Which brands used AI in their creative process for the Big Game? How much of the final product was truly AI vs. human-driven editing? 7. AI Companions: Breakthrough or Bust? Analyzing the rise of AI girlfriend/boyfriend apps for companionship and mental-health support. Any major bans or government crackdowns on “fake companion” apps? Surprising ways these tools impacted real people’s lives. 8. Mr. Beast’s Next Big Venture Did 2024 see Mr. Beast launch a project that pushed him into billionaire territory? A look at how he expanded his brand or philanthropic efforts. 9. Bad Boys 4 at the Box Office Did Will Smith’s return pull in the predicted $600M+ globally? Exploring the film’s performance and reception post-controversy. 10. Influencer Retires for Politics Did we see a well-known social media star hang up the mic and announce a run for office? The blurry line between internet fame and political ambition. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like the Greats, Ross talks about why having a strong online presence is so important for brands that want to grow and connect with their audience. One platform that’s becoming a big part of this is Reddit. With its many different communities or subreddits, Reddit gives brands a great way to connect with people in genuine and meaningful ways. This episode breaks down how to set clear goals on Reddit and use it to build your brand and grow your community. Key Takeaways and Insights: 1. Build Brand Awareness Reddit is a great place to make your brand known in specific communities by sharing valuable content in the right subreddits. Instead of flooding users with promotional links, focus on being helpful and sharing things that matter to the community. Over time, this builds trust and makes your brand stand out. 2. Drive Traffic Strategically Think of Reddit as a way to guide people toward your business naturally. By answering questions, sharing tips, and being a helpful presence, you can encourage users to check out your brand without coming across as pushy. This keeps your content from feeling like spam and makes people more likely to trust you. 3. Generate Sales Lead Reddit offers opportunities to tap into bottom-of-funnel conversations where users are actively making purchase decisions. By creating valuable content or engaging in threads related to your product or service, you can position your brand as a trusted solution. Over time, this content gains visibility, driving more traffic and converting leads effectively. 4. Build Community Reddit isn’t just about traffic—it’s also a way to build a community of fans who love your brand. When you genuinely interact with people and provide value, they can become loyal supporters who share your message and promote your products or services on their own. These fans can be a huge asset to your marketing efforts. References: Create Once, Distribute Forever - https://rosssimmonds.com/book/ STAT - https://getstat.com/foundation-exclusive — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode, Ross shares an engaging conversation he had with Vince Nero from BuzzStream, diving into content distribution. Together, they discuss practical strategies to help marketers improve their reach and make a bigger impact in today’s digital landscape. Ross also highlights key lessons from his book, Create Once, Distribute Forever, offering fresh perspectives on how marketers can rethink their approach to content. Packed with actionable advice and real-world examples, this episode is perfect for anyone looking to step up their content distribution game. Key Takeaways and Insights: 1. The Genesis of Create Once, Distribute Forever Ross takes listeners behind the scenes of writing his book, sharing the persistence and vision that brought it to life. It was a four-year journey full of life changes and the chaos of a global pandemic, but Ross stayed committed to creating something that would leave a mark in the world of content distribution. At its heart, the book is about uncovering the untapped potential in the content you already have. As Ross puts it, “There’s so much more juice you could squeeze out of this stuff.” It’s a powerful reminder for marketers to rethink how they use and share their content. 2. The Importance of Content Distribution Ross breaks down why content distribution is such a game-changer for marketers. Too often, companies focus solely on creating content and forget about getting it in front of the right audience. Ross sees this as a missed opportunity. He challenges marketers to move beyond simply “selling hours” and instead build systems and processes that keep content moving, circulating, and staying relevant. It’s about creating a strategy that ensures your content works harder and smarter for you. 3. Building Relationships Through Outreach In a world where AI and automation dominate, Ross emphasizes the importance of keeping outreach personal. He describes outreach as a bit of a game, encouraging marketers to build relationships first before making any big asks. “There’s nothing better than an email that’s well-developed and well-researched,” he explains. The balance lies in using AI to streamline some tasks while ensuring that the human touch remains at the forefront. This approach fosters real connections and creates lasting impressions.  4. Understanding Your Audience Ross makes it clear: if you don’t know your audience, your marketing is going to fall flat. He stresses the importance of starting with well-defined customer personas to ensure that your content truly connects. To find inspiration, Ross suggests using platforms like Reddit to uncover trending topics and see what’s sparking conversations. By understanding what resonates with people, marketers can create meaningful content that hits the mark and distributes it with purpose. References: Create Once, Distribute Forever - https://rosssimmonds.com/book/ How To Create Once, Distribute Forever (Ross Simmonds) BuzzStream Podcast Episode - https://shorturl.at/MzWFZ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like the Greats, Ross shares his personal journey of learning to manage time, energy, and focus with intention. He explores six key areas that have shaped his approach to prioritizing what matters most, emphasizing that focus evolves with life’s changing seasons. Whether you’re 19 or 65, refining your focus is essential for meaningful growth and success. Key Takeaways and Insights: 1. Building Meaningful Relationships Meaningful relationships thrive on mutual support and genuine connection, not one-sided asks. Ross shares how some only reach out during tough times or when they need something, without checking in or collaborating. Drawing from advice he received years ago, Ross emphasizes the importance of being a “giver”—someone who adds value to those around them. By prioritizing generosity and collaboration, you build trust, foster stronger connections, and create a network rooted in shared success. 2. The Importance of Continuous Improvement Kobe Bryant’s philosophy serves as a rallying cry for growth: “You're not good enough just the way you are. You need to keep improving.” Whether at the start of your career or decades into it, the key to success lies in evolving with purpose. Consistent practice and a commitment to learning new skills ensure you stay adaptable and competitive. By embracing a growth mindset, you can continuously refine your approach to challenges and opportunities. 3. Creating Value Through Your Work Ross shares a game-changing perspective on content creation: “Instead of writing 365 blog posts, I focused on creating pieces of content that, when consumed, help someone profoundly.” This insight highlights the importance of prioritizing quality over quantity in everything we do. Whether crafting impactful content or contributing meaningfully to team discussions, value creation should remain at the heart of your efforts. It’s a strategy that not only enriches your work but also deepens your connections with others. 4. Embracing Change with Purpose Change, though inevitable, can be a powerful catalyst for growth when approached with the right mindset. Instead of fearing transitions, view them as opportunities to learn, adapt, and thrive. By embracing change purposefully, you can navigate uncertainties with confidence and create new pathways for success—both in your career and personal life. 5. Building When You're Not in the Mood There will always be moments when motivation falters—mornings when you don’t want to write, evenings when recording feels like a chore. But pushing through those moments can be transformative. Ross reflects on the satisfaction that comes from building even when it feels hard, emphasizing that consistency in these moments strengthens discipline and moves you closer to your goals. By creating regardless of your mood, you build a mindset that transcends fleeting emotions, setting yourself apart from those who stop when the spark isn’t there. 6. Do Not Be Passive with Your Life Passivity can hold you back from growth and opportunity. Ross stresses the importance of being decisive and purposeful in your actions. Analyzing your options and taking swift, deliberate steps can prevent stagnation and regret. Reflecting on past mistakes of playing it safe, Ross underscores that waiting for circumstances to change on their own rarely leads to success. Instead, take charge, make bold moves, and keep progressing toward your goals. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like the Greats, Ross Simmonds dives into the transformative concept of the “Circle of Control vs. Circle of Concern.” In a world where being "too busy" often becomes a badge of honor, Ross challenges this mindset by exploring how the time we save from one distraction is often squandered on another. Drawing on Stephen Covey’s timeless framework from The 7 Habits of Highly Effective People, Ross provides actionable advice to help listeners identify what truly matters, focus on what they can control, and let go of what they can’t. Whether you're an entrepreneur, executive, or creative professional, this episode offers practical strategies to help you reclaim your time and energy. Key Takeaways and Insights: 1. The “Too Busy” Myth Many people proudly declare they’re too busy for unproductive habits like watching TV, yet they often replace it with equally unproductive activities such as endless scrolling on social media. The issue isn’t the specific distraction but how we manage our time overall. Ross highlights that truly effective individuals don’t just eliminate distractions; they deliberately prioritize activities within their control to maximize productivity and fulfillment. 2. Circle of Control vs. Circle of Concern Stephen Covey’s framework divides our attention into two categories: Circle of Concern: These include things we care about but cannot influence, like algorithm changes, celebrity gossip, or others’ successes. Circle of Control: These involve aspects within our power to change, such as our personal habits, producing meaningful work, or managing our mindset. Ross emphasizes that the more time and energy we devote to our Circle of Control, the more productive and fulfilled we become. This mindset shift not only reduces stress but also empowers us to achieve meaningful progress. 3. Actionable Questions to Start Shifting Your Focus Ross encourages listeners to ask themselves two key questions to realign their priorities: How often do I focus on activities that genuinely move me forward, such as working on my goals or honing my skills? Are my daily actions aligned with the things I can actually influence?  Resources: The 7 Habits of Highly Effective People by Stephen Covey  — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like the Greats, we take a deep dive into a common yet critical challenge: how to navigate an overwhelming world of to-dos, notifications, and endless demands, while separating true opportunities from distractions. This journal-style entry gives actionable advice and shares personal reflections on managing focus, setting boundaries, and leveraging self-awareness to achieve greatness. Key Takeaways and Insights: 1.  Distractions vs. Opportunities Distractions divert you from your goals, while opportunities align with and propel you toward them. For example, Americans spend an average of 11 hours daily consuming media, much of which is unproductive noise. To succeed, creators and entrepreneurs must take intentional control of their inputs, focusing on content and activities that support their objectives. 2. The Psychology of Distractions Distractions are often designed to exploit the brain's dopamine-driven reward system, such as through notifications, likes, and comments. To combat this, it's essential to avoid becoming emotionally invested in analytics or social engagement metrics. Instead, focus on long-term objectives and resist the temptation of short-term validation, which can derail your progress. 3. When Distractions Become Opportunities Sometimes, distractions can transform into opportunities. For instance, experimenting with Reddit content in 2017 was initially viewed as a distraction, but it eventually became a competitive advantage. The lesson here is that certain distractions, when aligned with your broader goals, can evolve into valuable opportunities that enhance your success. 4. Actionable Strategies to Stay Focused: Set SMART Goals: Make goals Specific, Measurable, Achievable, Relevant, and Timely. Conquer Time Management: Use tools like calendars and conduct regular time audits to track how you're spending each moment. Leverage the Eisenhower Matrix: Categorize tasks as: Do First (urgent & important) Schedule (important but not urgent) Delegate (low priority for you to handle directly) Eliminate (neither urgent nor important). The Two-Minute Rule: If a task takes less than 2 minutes, get it done immediately instead of postponing. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds

In this episode of Create Like the Greats, Ross sits down with Tommy Walker to dive into his groundbreaking report, The State of Discontent, which reveals critical challenges and emerging trends in the content marketing industry. Through in-depth interviews and data analysis, Tommy highlights the gaps in audience research, the evolving role of meaning in storytelling, and the ethical use of AI in content creation. Together, they discuss how marketers can adapt their strategies, embrace innovation, and foster stronger team dynamics to thrive in a rapidly changing landscape. This conversation is packed with actionable insights for anyone looking to stay ahead in the content marketing world. Key Takeaways and Insights: 1. The Importance of Audience Research in Content Marketing Tommy Walker’s report reveals a startling statistic: 40.3% of content marketers fail to conduct sufficient audience research. This oversight undermines the effectiveness of content marketing strategies, as understanding the audience is crucial for crafting impactful messages. Many marketers make the mistake of relying too heavily on assumptions about their existing audience, leading to a disconnect between the content’s intention and its reception. The episode underscores that audience research is not just a step in the process—it’s the foundation of meaningful engagement. 2. The Shift from Information to Meaning Content marketing is no longer just about disseminating information; it’s about creating content that resonates deeply with the audience. Tommy explains that audiences are increasingly seeking narratives that connect with their values and experiences. Simply presenting ideas without context or emotional relevance misses the mark. The discussion highlights how prioritizing meaning over information enables marketers to forge genuine connections that leave a lasting impact. 3. Leveraging AI Responsibly AI’s role in content creation is transformative, but only when used responsibly. Tommy and Ross delve into the importance of frameworks that integrate AI without sacrificing quality. While AI can streamline processes and boost productivity, it cannot replace the creative and strategic thinking integral to impactful content. A skilled writer using AI as a tool can amplify their work, but poor foundational skills will still yield subpar results. The key takeaway is that AI should complement, not replace, human ingenuity. 4. The Road Ahead: Long-Term Vision in Content Marketing The episode emphasizes the need for a long-term vision in content marketing, which is often overshadowed by short-term goals. Tommy points out that neglecting thorough audience research not only hampers immediate efforts but also jeopardizes the ability to build sustainable relationships. By focusing on a strategic, forward-looking approach, marketers can attract the right audience and nurture connections that endure, ensuring their content remains relevant and impactful over time. Resources: The State of Discontent - https://www.thecontentstudio.com/the-state-of-discontent/ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel:  @RossSimmondsTV  ╰ Instagram:  @thecoolestcool   ╰ Twitter / X: @thecoolestcool   ╰ LinkedIn: linkedin.com/in/rosssimmonds — Follow Tommy Walker — ╰ Twitter / X: @tommyismyname ╰ LinkedIn: linkedin.com/in/tommyismyname/