The Science Behind Unforgettable Advertising with James I. Bond

Jeff Kikel: 00:00:00

Do you know why? People why certain ad campaigns actually take off and other ones don't? Well, today I'm interviewing James Bond, James I bond, the author of brain glue. And James talks a lot about, he went through 35 years of studying what advertising slogans worked and why they worked and started to apply that with clients. So I'm really excited to have him on the show look forward to sharing his story with you, and sharing some of the concepts of brain blue.

FN Intro/Outro: 00:00:35

Welcome to the Freedom Nation podcast with Jeff Kikel . On this show, Jeff shares his expertise in financial and retirement planning from a different perspective. Planning for Your Freedom Day, which is the first day that you wake up and have enough income or assets and do not have to go to work that day. Learn how to calculate what you need, how to generate income sources, and listen to interviews from others who've done it themselves. Get ready to experience your own Freedom Day.

Jeff Kikel: 00:01:09

All right, everybody, welcome to the freedom nation podcast, we're back with another interview. And today is going to be extra special because I am interviewing James Bond, bond James Bond, while James I Bond. James is a an author. You're going to learn a lot about his book brain glue. Today, we're gonna learn a little bit about his story. So I'm looking forward to James, welcome to the show, my friend.

James Bond: 00:01:35

Oh, thank you, Jeff. Thanks for having me.

Jeff Kikel: 00:01:37

I'm my parents had me but you have met? Yeah, you got to meet as soon as you could. But yeah. So why don't we start off a little bit? Why don't you tell us your story on how you got to where you're at today. And then we'll get into a little bit about brain glue in the book and all that good stuff.

James Bond: 00:01:55

Sure. I started in Montreal, I live in Los Angeles. Now I've been here for 37 years. In Montreal, I started an advertising agency and worked my way up and eventually had fortune 500 companies, you know, major companies, Kraft Timex, Avon, Seagrams is world headquarters there. So we won them as clients, which is fantastic. And I had the opportunity to the anti drug campaign in America, because, you know, we had like connections because of the work that we're doing. And so I came up with logical reasons why people need to not do drugs. And it was really, they loved it. They thought it was really fantastic. But eventually they we lost, and they showed us what we lost. And it was the advertisement. They had. The commercials that ran they had a guy holding an egg and says this is your brain. And then he breaks the shell and drops the egg into a sizzling frying pan. This is your brain on drugs, any questions. And when I saw the ad, I knew it was a gazillion times more powerful than the ad that we created. You know, ours was logical. There was emotional, emotion selling emotional selling. And it terrified me because I you know, I'm in advertising and I don't know what motion selling, you know, even life, I don't know, motion selling. And this is really it gives me a tremendous disadvantage. And I am a technical person. So it freaked me out. At first I was terrified. It's like what have I gotten into the wrong profession. But eventually, you know, after a few days of just really freaking out and sleepless nights, I started to get fit. And when the scientist in me came out and said, I wonder if I can learn emotional selling, and potentially right brain selling. And so I came up with this idea, you know, in School doesn't teach this. I don't know why School doesn't teach us because there are two major studies in a study by Harvard business professor Gerald Saltman and Nobel Prize winning psychologist Daniel Kahneman. And these guys don't know each other, but they came up with studies and they, they demonstrated that more than 90% of all decision making is the emotion side of the brain. You've got to trigger the emotion side of the brain. But what happens is, I'm a logical person, if you just dump logic on people, you know, a lot of people that are friends with you, or maybe they're, you know, co workers or whatever else they know you. But in general, you have to trigger the emotion trigger the emotion side of the brain. In fact, co workers will do it, because even though you're good doing logic, so logic, they know you so they're emotionally attached to you. But so we have to understand emotion. And so what i did was i i created this box, I call it a passion box. And I said, I wrote on the card on a three by five card, your brain on drugs. So I remember that campaign. I put it in the box. I gave myself this project. It's actually a 35 year project. So I've been doing this for 35 years. I'm old, by the way. So what can I say? But I started every single reference. Now I see something or watch something or hear something here even a quote that was really profound and powerful. I would write it on a three by five card or my wife hated going to doctors offices with me because I'd open up a magazine and have an old magazine sitting there and I see an ad that was transferred Last thing I go off, because all those tools, tear it up, don't tear it out. Phones. I tear this away from me. I do not know that guy and I put it in the passion box. Okay, well, so one day when we came to California, I started a behavioral management firm, so very focused on behavioral management, but I came with my box. Okay. One day I'm sitting with John Gray. And John Gray is telling me that he wrote this book, men, women and relationships, and it's a fabulous book. It's one of the best relationship books ever. But he sold a couple of 1000 copies. You know, that's not a lot of if you spent all the time to write a book, you know, 2000 copies isn't that much. But so he's doing a seminar with a bunch of people trying to promote his book. And he says something and all the women in the audience start laughing hysterically. And the guys look at the women and go like, What did you say was so fun? What are you laughing at? And so he said, Well, you see, I mean, men and women laugh at different things. And then Wonder Woman in the audience says, yeah, it's almost like men are from a different planet. And he goes, Yeah, it's like men are from Mars. And they laughed hysterically, the whole audience. So when he gets home, he's thinking, the men are faithful men are from Mars, we're women from like us, women are from Venus, because Venus is the God of love. And they got this crazy idea what happens if I change the title of the book to men are from Mars, Women are from Venus, you know, go into the book at all. And, you know, things that make sense that relate to a man from Mars, learn from us, but it's the same basic book. Yeah. What do you think happened? The book exploded. Almost overnight, he sold half a million copies, then a million copies, then 2 million, then 5 million. Eventually, he sold 50 million copies. So he went from 20,000 to 50 million copies, just because he changed the title. I mean, it's amazing. It's mind blowing 50 million copies of 10 bucks the book and talk for millions of dollars, it's not bad. But I was floored by this. And when I went like went home and I had obviously a copy of the book. I put, I went to put the copy of the book in a box and my passion books and I stopped I said, Wait a second. This is too powerful. So I isolated out my bed, you know, my, my blanket on my bed, and my bedspread. And I took the box and I dumped it onto the bed. And I said, this logic and me, okay? Ours are patterns, okay? Because men are from Mars, Women are from Venus is is a metaphor, or it's, you know, it's an analogy. You know, men are really fun. We're what we might do for a living planet. ladies out there. Yeah. But men are, you know, we're not really from Mars, but it makes its point. Okay, yeah. And as an analogy, so I started putting things in piles. And I started to recognize, wow, this fits in this pile, this fits in that puzzle. Let me take an analogy or metaphor. Think of this show? Well, of course, metaphors were this shark tank. It's not a tank full of shards, the TV show, if it was called. I mean, it's probably feels like a tiger sharks. If you're on the show, by the way, they're attacking you bite you. But if, if it was called the investors club, you think as many people would love it? No. There's something about using an analogy or metaphor, or shark tank that's really profound. So when I saw I had been reading about Rocky Road ice cream, and turned dryers into a massive blockbuster success, and so rocky road, it isn't like when you open it up, you get rocks, and there's no rocks and it's bumps, because it's nuts and marshmallows. So Rocky Road, okay, that's good. But it also uses another tool, which I call brain glue tools now, okay. And it's because brain glue sticks to the brain like glue gets people to stick to your brain, things that stick your brain like glue. But rocky road uses the repeating sound. Okay. And when you hear the repeating sound a little alliteration, repeating sounds blew my mind. I went like Rocky Road. Okay, well look at what else uses alliteration. Coca Cola. I've never even thought of it. That's by Pay Pal. Tick tock. You think these are billion dollar companies? Do you think it's a coincidence that they use alliteration and an inner names? No. So I started realized, wow, I mean, look, we get into politics Biden's build back better. Trump's you know, make America great again. Good, good, great again. I mean, they recognize that politics and people recognize you understand persuasion, that alliteration can be a really powerful tool. Okay, so as I went through alliteration, I started realizing, okay, so there was a product called squatty potty, and Squatty Potty was created by a husband and wife in Utah. And it went from zero to have no business experience. It went from zero to $100 million in two years, because of the name squatty potty, you know, I mean, it's a toilet stall, you put your legs up and it sort of helps your body, your bathroom. You know, you think if they call this the toilet stool, it would be a successful story. Not as

Jeff Kikel: 00:09:53

much. Yeah, probably not as much.

James Bond: 00:09:57

Because there's something about Squatty Potty that triggers that Isn't it a brain, okay? And it makes it easier to remember. And it it triggers the right side of the brain, which is the emotion side. There's this law that's in neuroscience called hebbs Law. And hebbs law says, neurons that fire together wire together, which means if you're talking about too much logic, it's one thing but if you say something, and has an analogy in it, it triggers different parts of the brain, and suddenly the brain becomes much more engaged in it. So then one of the other things as I'm looking at a squatty potty is almost like a riot. I mean, I don't know about you, but I remember Dak and Jill went up the hill to fetch a pail of wash of water, you know, yeah, I'm like, Oh, I can remember it was over 65 years ago that I heard that. And yet, on my deathbed, if you said Jack and Jill went up the hill, I finished it, because I remember the six in a brain like loop. It's really powerful. I

Jeff Kikel: 00:10:48

think. Like when I was when I was growing up in the late 70s, early 80s, the Schoolhouse Rock series of videos they used to play on weekends, he was like a short, basically like a short commercial. And, you know, I could I bet you I could today if you if you started me off, I could probably elaborate every single one of those because they just worked so well.

James Bond: 00:11:13

Well, and you never You don't realize how powerful this is. So the Eagles have a song and it goes on to standing on the corner of Winslow, Arizona. Such a fine sight to see it's a girl my Lord and a flatbed Ford forgotten for me. They did not intend this but Winslow Arizona became really successful. As a tourist town. People stop and visit Arizona all the time because of that song. In fact, it's so good. And we get so many tourists. We created a statue of a lamppost was a sinuses standing on the corner and a guy leaned on a lamppost so people tourists can take pictures.

Jeff Kikel: 00:11:49

Yeah, they've actually got a whole bronze sculpture now. Of the Eagles there and a girl in a truck. Yeah, so yeah, they've nobody would even heard of Winslow, Arizona today. Had they not? Yeah.

James Bond: 00:12:02

No, except for our truck. Well, yeah. So only Simpson was up for a murder trial for a wife of the murder of his wife and his girlfriend or boyfriend. Yeah, for suppose a boyfriend whatever it was, and Johnnie Cochran, there's a ton of evidence and Johnnie Cochran use rhyme. He said, If the glove don't fit, you must acquit. And while OJ was pretending he didn't fit them, and all that stuff. And so I remember after the trial, two of the jurors were being asked, How did you why did you acquit the guy? Why did you let them go when there was so much evidence against them? And they both said, Hey, we knew if the glove don't fit, you must acquit the gloves didn't fit. So we had to acquit. You know, the power of rhyme is really, really amazing. They have things like cosmos which is rhyme is like a bap. Well, Cosmos is the flip a BBA. And so you have things like, winners never quit. And quitters never win. You know, When the tough get going? the going gets tough gets good when the going gets tough. That's right. And so we have comedians use this all the time. I'd rather have a bottle in front of me than their frontal lobe bottom about me. Yep. Okay. Mae West was a famous person who used to shoot us like frame, you know, ages are going to be in the movie business, the movie industry. But she said women like a man with a past. Sorry. Yeah, women like a man with a past, but they prefer a man with a present. Yeah. I want that President. You know, she said, Good girls go to heaven. Bad Girls go everywhere. It was funny. But so as we went through these things, I started to realize, I realized that I can apply this. You know, this is so powerful that so many people are making a ton of money from this that I can apply this to my clients. Eventually. I work for the US Small Business Administration. I do like workshops and seminars, I share with like hundreds, hundreds of people, which is really great. So I get to see to hear feedback from them. But it was early in my career. I have a brand new career that I recognize this is powerful. And then I can you know what, let me start applying this with clients. So I had this construction company in Glendale, California. And after 10 years, they had 2 million sales or three partners. And after 10 years, they had 2 million in sales. In one year by applying this I took up to 10 million in sales. They actually razz me because they said we're supposed to be 12 million I said shut up. Because they bought each other like a biggest like, most expensive BMW S presents each other they bought. And then two years later, it went from 10 million to 32 million in sales. Because of this one thing. What we did was I created a whiteboard, I took a whiteboard. And I created a shopping list of every single type of clients I had. And out of that shopping list, I said let's pretend for a second you were only focusing on one you're only allowed to focus on one who would you focus on? What would you focus on? And they looked and they finally came up with fire restoration for insurance companies. They've done a few projects for a few insurance companies, and it was very lucrative for them. And they can actually specialize their business on that. So if you lose a fire one of their clients, insurance companies, clients out of the fire, then you know, they can check to see as a frame, okay? If it's not, okay, you got to collapse the whole building, if it is okay, you could put things up and everything else. And so, I also I said, Well, let's come up with a brain glue tool. Okay. And they said, Okay, so let's call it fire extinguisher. You guys need a fire extinguisher for for insurance companies, you know, we actually came up with the term Fire X, so it'll be easy to find. And instead were to fire extinguisher, and sales literally shot through the roof because they suddenly insurance company after insurance company started saying, Yeah, we got I got another claim for you. Here's another claim. It's another project. And every time somebody had a fire problem, man, it went right to these guys. And it took off like crazy. In fact, I remember this. After they were approaching 32 million in sales, one of the partners said, so this is really great, what we're doing, but I'd like to, you know, you're talking about freedom, right? Freedom nation. And guy said, I like to move to Hawaii. So I said, Okay, so do you have any of your clients have branches in Hawaii? He said, Yeah, actually. So let's ask that. And so they checked it out. And they said, Oh, yeah, we got branches in Hawaii, if you want to handle our Hawaii business, we're interested in that too. And he ended up moving his family to Hawaii. So freedom nation, let's go there

Jeff Kikel: 00:16:28

we go. That is the ultimate freedom day there.

James Bond: 00:16:33

Yeah, but why don't you have the freedom because he had something that was hot. You know, it's just like John Gray, who did men are from Mars, Women are from Venus. He typed his book and went out there. I mean, he did some promotion for it. But what does that promotion even if it was a feeling, but but it was not a feeling book, and it changed his life completely. And it was, you know, to go to 20,000 copies of 50 million copies, but it applies over and over and over again. I you know, I've got a ton of clients. I mean, this is one of the first ones I the first one that I did it on, but it applies to so many types of businesses. Oh, and it also applies to families. Just woman, this mom who says to Me, you know, my two kids, I've got twins, and I read them a story and they want to stay up all night. Can you help me? And I said, let's come up with a rhyme. Okay? When the stories read, we go to bed. Okay, so so use that with the kids. She said, when the stories read, we go to bed. So she read us the first story, and they're ready to read is another one they saw when the story is read. They go okay. And we know it works. So well. She says I got my son is 14 years old. And he said, Mom, why do we have to follow so many rules in life? And she's What do I say to him? So as I was working through with her, I said, Okay, rules, will fools rhymes with rules. So why don't we come up with a phrase, oh, I got an only fools don't follow rules. There's a good line, right? That word I said, but let's punch it up even more or less using an analogy or a metaphor. And so I sat with her son. And I said, you said you're asking why we have to follow so many rules. Well, if you get thirsty, you can drink water out of the toilet. But why would you want to think about only fools go follow rules? And he goes, Huh, that makes sense.

Jeff Kikel: 00:18:14

Okay, that you got me there

James Bond: 00:18:17

doesn't really make sense, or can I just trigger a bunch of things? I mean, you know, and by the way, getting a 14 year old to say that makes sense is very tough. So absolutely, yeah. We're all 14 years old. No, it doesn't make sense. But it just, it's powerful. Because it triggers parts of the brain that make you want to say yes, and but it's just it's powerful. You know, and I just I realized that it's, so I wrote the book. I was telling you about this, but I wrote the book. And I originally called it sell more with a right brain marketing strategy. That's very left brain by the way.

Jeff Kikel: 00:18:53

Yeah, yeah, very much. I was gonna say it's definitely a left brain version of

James Bond: 00:19:01

I didn't realize it's a disadvantage. If you know, if your left brain logical kind of person, you you overwhelm your finance or you've come from finance. You know, we throw numbers at people, their eyes gloss over a lot of people, you know, they hated math in school, and now we're hitting it with math. You got a 20% increase, and I was like, okay, and whatever it is, and you'll be able to buy a you know, you'll be able to buy a Rolls Royce. Oh, yeah. What? Do you just you wait, you just got my attention. What? Yeah,

Jeff Kikel: 00:19:28

yeah, we get to live in Hawaii. Oh, yeah,

James Bond: 00:19:33

exactly. I can live in Hawaii. All right. What do I have to do God? How long is it gonna take?

Jeff Kikel: 00:19:39

Why do you think I created the concept of freedom day versus retirement? Freedom days a lot. It sounds a whole lot better. It sounds like I have control over that.

James Bond: 00:19:48

Well, I've helped so many people to become wealthy with this. And so what happened was, I remember this guy that said, Oh, gang with Rich says greedy and everything else I said, shut up. Oprah Winfrey. gets to help a lot more people than you'll ever get to help. You know, I mean, just if you want to give your money away, you should do some of that. I mean, you shouldn't do that. And it shouldn't. You shouldn't be keeping all yourself, you should pay it forward. But I mean, when you do that, you know, you have lots more people you can help. I mean, she gets to adopt a village a Cydia and basically, you know, helping them we all get educated. But so I wrote the book, and I call that someone with the right brain marketing strategy. And I got Jack Canfield, who wrote Chicken Soup for the Soul, which by the way, is analogy. Okay, because it isn't like you're drinking chicken soup. You're reading the book. But he originally called it he was telling me he originally call it chicken soup for the spirit. But the more he thought about it, the more he went spirits doesn't work. And he used the alliteration soup. So up so you well, Chicken Soup for the Soul sounds much better. And literally, he sold 500 million copies 100 million copies of Chicken Soup for the Soul, and 4 million copies of the other chicken soup, chicken soup for teenage soul for the cancer victim soul, things like that. So 500 million books. But he read the book. And he said two things I'm doing the first thing is I'm giving a copy to everyone in my company. I'm making it mandatory that they read this, because it's kind of Jack Canfield. You know, 500 million books is like five $10 a $5 billion. Thank you, you know, yeah. You said you gotta do something, okay, you got to change the name of the book. I said, what? You're selling Branko, you're talking about Branko, you have a left brain title, you need to change it to brain glue, because the whole book is about brain glue. You're talking about brain glue here, brain glue there, you need to change the title. So you got me to change the title, which is tough, by the way, because he's trying to get as many reviews as you can. I have to say good biter reviews and start from scratch. But I recognize why and he's right. And, you know, I'm talking about brain boots really powerful. But it's just it affects you. You know, if you're selling if you're selling products or services, it helps you. So there's something called chiasm s and cosmesis. We're bringing, we're Rimas ABB kindness is a BBA and it goes things like when you got a few of them here. When the tough, get going, the going gets tough. Winners never quit and quitters never win. I grew up with Crosby, Stills and Nash saying if you can't be with the one you love, love the one you're with. Yeah. My wife wasn't a fan of that. Anyway. Yeah. start to realize that people like, like Malcolm X, a civil rights activist, Malcolm X, used it he said, We didn't land on Plymouth Rock, The Rock landed on us. Okay. He also said, If you stand for nothing, you'll fall for anything. These are powerful lies, I grew up with John F. Kennedy saying, Ask not what your country can do for you ask what you can do for your country. Now if he just said, Hey, come on, everybody, you got to contribute? Is anybody gonna respond? No. But when you say it in brain glue, if you say it with chiasm, this is not what your country can do for you. Ask what you can do for your country. It resonates with us in our hearts, in our, in our emotional part of our mind is really powerful. He also said, mankind must put it into war or war will put an end to mankind. Now, these are deep, powerful things. Yeah. Mae West, had some fun with Mae West was like, you know, in the beginning of the movie industry, when the movie era started, and she was like, you know, she was great. I never saw that. Definitely a biography of her. She's in a play on Broadway called sex. And she actually got arrested for it. They said, Well, we're gonna have to rescue for it. She said, No, Please arrest me for really? Yeah, yeah, because we are. But she had a really funny one. She said, you know, women like a man with a passport. They prefer a man with a present. Yeah, okay. I love that line. She said, Good. Girls go to heaven. Bad Girls go everywhere. Yeah. You know, but when you take a look at a break well, it's there's a breakaway element that I discovered. And it's Marilyn Monroe. So Marilyn, how did men on the road become so famous? Okay. And a lot of people don't think of this. So first name was a normal race or Norma Jean. So yeah, she was she came up with Marilyn Monroe. There's a whole story behind how she came up with Marilyn Monroe but Marilyn Monroe uses you know, rapid the repetition of sounds Marilyn Monroe Okay. Her her the person she admired most was Jean Harlow. Harlow was an early movie, and she had platinum blonde hair. So at Marilyn Monroe did was she got the same lady to dyes. Jean Harlow was here to dye her hair, Planet blonde. Okay, so she looked I had that same color. But Marilyn Monroe had a beauty mark on the left side of her face and she covered up with makeup, but one day she's looking at Jean Harlow photographs and she notices she and hartal has a beauty mark sometimes on her face and sometimes our our her chin. If she goes Wait a second. Wait a second. She's She doesn't even have a beauty mark. She's just drawing it in. And Marilyn realize the reason she puts a mark on her face is because there attracts attention to her face. You No. And so what she did was Marilyn from that point forward would put a black mark on her face. In fact, one of the movies she did, I think Some like it hot or one of them in her publicity photographs, she covered that up and she put a publicity and when she put up a booty mark on her chin just for fun, okay. But she recognized that putting the beauty mark on her face actually attracts attention and helps make her stand out from the crowd. So Cindy, Cindy Crawford, you know, a top supermodel. And when she was a kid, she had a beauty mark on her face, which he still has. And she begged her mom to go to the doctor and get it removed. Our mom did. And she says right now, she is so happy. Her mom didn't get the beauty mark removed. She believes that that beauty mark is part of the reason why she became a supermodel. It's just really like, if you ever see pictures of Madonna, Madonna has a beauty market. Sometimes it's on the left side, and sometimes it's on the right side. So she's like, Give me a break. But what made me was started investigating this investigating this was there's a famous advertiser. And what he did was he got Hathaway shirts, he made them massively successful. And when he did this, he had a model and a male model. And he put up an eyepatch on the guy. University an eyepatch on a male model, especially back then he would and he was a David Ogilvy was his name. And because he had all these fashion models do regular posts, but he had an eyepatch, it attracted attention to the guy. And it made the the ad stand out from the crowd because everybody's used to an Angela got a good looking guy with a suit on or a shirt on or whatever else. But here's a good looking guy with an eyepatch. It's like, whoa, when I saw that, I started to realize, well, I wonder how it's an asymmetry. You know, we like symmetry. We like, you know, cemeteries wired into us, we like balance. It's like, whoa, like, what's the most powerful tool of human interaction that exists? Do you know what it is? I'm using it now. All right. Can you tell what I'm doing? I'm asking questions, aren't I? Yep. Questions are the most powerful tool for human interaction. Because if somebody asks you a question, we feel like we want to answer. I have groups of people, I'll start saying it to a bunch of people stop answering it. I say in your mind, you're answering it, aren't you? Yeah, yeah. But so we like a little rate a little, you know, we like alliteration, which is I mean, symmetry. Okay. And so that's why we watch crappy movies to the end of crappy TV shows. My wife is sitting and watching a TV show. And I said, Oh, it's a good, you know, it's terrible. So why are you watching? It? Turns out, okay, yeah. And so, symmetry works, which is regional integration, sorry, region integration, not reintegration, where we integration is our need for completion. So, when we when we do that, when we if we understand that we have patterns in our brain, and you like somebody tells you a joke, or a story, comedians do this all feminine, they twist the end, you go like, Whoa, I wasn't expecting that. So Fool me once. Shame on you. Fool me twice. Congratulations. Yeah, a lot of people might like me twice. Shame on me. It's like what? Yeah. Oh, you know. And so it's just really, it's amazing that when you take these tools, and understand that they're wired into our brain, that if you can talk to somebody, and you trigger different parts of the brain, when you're talking to them, they're more likely to buy for you or reject you. Okay? Reject somebody to like, talk about Ryan. I saw a show on Discovery Channel, I was talking about Wonder Bread, and Wonder Bread, invented sliced bread, okay, but his wife, you know, to use bleach on stuff to bleach it, who want to use bleach kills all the good vitamins and minerals from it, including vitamin d3, which is essential for body health. So they there was this illness that hit America, back then, like we had COVID recently. And it was called calligra. And palabora. If you have an absence of B three in your diet, you get plague, right, you are more likely to get flagged or you die, just like you know COVID and all that stuff. So the competitors to wonderbread came up with this fantastic slogan because they hated wonderbread. And they said, the wider your bread, the quicker you're dead.

James Bond: 00:29:11

Literally wonderbread dominating the marketplace. You know, you ever heard the expression, you know, that's the smartest sliced bread that's the best thing since sliced bread. Well, they invented sliced bread and dominated in the marketplace. The it's that simple phrase, the wider your bread, the quicker did collapse their company, they almost went bankrupt, and they had to invent fortified food. They added the niacin and which was put v3 inside that the bread and suddenly they had it and they were able to you know, start solving and center were fortified with vitamin d3 and all that stuff. But it just shows you how, you know these tools are so wired into our bread, our brain that you know, we can, you know, if you can trigger them, then you can actually improve your ability to make a ton of money basically. Yeah. Or get your kids to go to bed on time.

Jeff Kikel: 00:29:56

Yeah, exactly. Whatever it whatever technique it is. So Games. Is there anything new kind of in your world right now that chair, you know, besides promoting the book, anything else new in your world?

James Bond: 00:30:06

Well, the thing about brain glue is you add pieces. So pieces are coming up and I'm adding that are really interesting, okay, like the Marilyn Monroe thing. That's since the book that isn't in the book. I didn't talk about all of that. But I never thought of that. And as I started researching it, also, I realized how powerful it is also up for a TED talk with a TEDx talk, which is really exciting, talking about this brand, because it's, you know, I mean, a lot of people say, Oh, I went through, you know, the, we learn things in life, and all that stuff was really valuable. But with brain glue, they're realizing that these are things we see every day, and we just don't recognize them. You know, like, somebody says something, and it's really powerful. And you go like, Oh, wow, now we hear something. And it's really powerful. You go, oh, yeah, brain glow. Yeah, that's alliteration or regeneration, or whatever. I'll say that's okay. So, so that's, so that's coming up, which is pretty good.

Jeff Kikel: 00:30:55

Outstanding. Well, fantastic talk, I enjoyed it. I love this concept. I mean, I growing up in the advertising business originally, that was my original career. David Ogilvy is a huge hero of mine. So I love the fact that you shared that story, because he's, I've got his book behind me on the shelf. And I just absolutely love it. And he's funny, too. I mean, he was actually one of the funniest guys out there. So thank you for being on. I really appreciate it. Looking forward to reading the book. I have it on order. So folks, I would encourage you, that'll be in the show notes. Wherever you're listening or watching this. It'll be in the show notes there. Go ahead and click on it and and buy the book. I think it's very interesting and intriguing topic, and I'm interested in learning more on my

James Bond: 00:31:45

thing on this, you can go to braingluebook.com It'll take you through the Amazon page. You don't have to search Amazon to find it. And by the way, even if you don't buy the book, you got to listen to the audio book portion of it. We have this guy Johnny Unitas by the way, he changed his name to Johnny Unitas like what am I talking to Johnny? And I guess he's, you know, anyway, but he's hilarious. And we have a story of a town in Canada that came up with such an unusual, such an unusual slogan that people start putting on bumper stickers and T shirts and everything else. The Rolling Stones, Mick Jagger of the Rolling Stones at our concerts actually share the share this with our audience. That's how hilarious is in fact, it was so hilarious. But what happened was after two years and everybody it's all over websites and everything else. They apologized like Yeah, right. Sorry, we didn't think it was gonna we didn't realize it was gonna. People are gonna be offended by it. Yeah, right. There. There tourism tripled. That's fine. Bring Blue Book.

Jeff Kikel: 00:32:48

Good. book.com. Okay, well, we'll include that on our show notes page as well. So, James, thanks for being on. Thanks for sharing and, and I love the the mission you're on with us. So fantastic, folks. We record these shows every week, and we put them out there on Mondays, Wednesdays and Fridays. So I hope you have the opportunity to subscribe to the channel. Make sure that you subscribe because we have these coming out on a regular basis. And we have wonderful guests like James on all the time. So thank you. We'll see you guys back here the very next time.