Why Every Marketer Needs to Get Up to Speed on AI

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TRANSCRIPTION WITH SPEAKERS
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[00:00] SPEAKER_01: Welcome to Canada's Podcast.
[00:05] SPEAKER_01: Hello everyone, I'm Phil Bliss, Founder and CEO of Canada's Podcast.
[00:10] SPEAKER_01: Come and see you today from Toronto.
[00:12] SPEAKER_01: Today we're going to meet Ryan Walker,
[00:16] SPEAKER_01: the CEO and Managing Partner of Central Station
[00:19] SPEAKER_01: and Independent Creative Agency based in Toronto.
[00:23] SPEAKER_01: Central Station has been around for a while,
[00:25] SPEAKER_01: blending experiential marketing, digital innovation,
[00:29] SPEAKER_01: AI driven strategies,
[00:31] SPEAKER_01: for many of the top brands.
[00:35] SPEAKER_01: Ryan brings quite a unique perspective to the conversation
[00:37] SPEAKER_01: around disruption in marketing.
[00:40] SPEAKER_01: He's got a background of the engineer and 20 years in the creative business.
[00:45] SPEAKER_01: And he kind of revolutionized how brands engaged
[00:49] SPEAKER_01: with this much more technology,
[00:53] SPEAKER_01: AI based marketing environment.
[00:56] SPEAKER_01: Brown's going to give his insights into how technology is transforming
[00:59] SPEAKER_01: the way brands build relationship with consumers
[01:02] SPEAKER_01: and how organizations like his, you know,
[01:08] SPEAKER_01: are dealing with this new age that we're in.
[01:12] SPEAKER_01: So Ryan, welcome to Canada's Podcast.
[01:13] SPEAKER_01: Great to meet you.
[01:16] SPEAKER_01: Before we get too deep in the conversation,
[01:20] SPEAKER_01: so I always ask, tell us a little bit about who Ryan is,
[01:24] SPEAKER_01: what you do and why you got here.
[01:28] SPEAKER_02: Yeah, absolutely.
[01:29] SPEAKER_02: Firstly, thank you very much for having me.
[01:30] SPEAKER_02: This is awesome.
[01:33] SPEAKER_02: Well, a little bit about me.
[01:34] SPEAKER_02: So, born in England, moved here when I was seven
[01:36] SPEAKER_02: with my dad and my mom and my family
[01:38] SPEAKER_02: come here to open up a Cadbury plant in Whitby.
[01:41] SPEAKER_02: So no end of chocolate in our house.
[01:43] SPEAKER_02: We had chocolate wall to wall.
[01:45] SPEAKER_02: And you know, sort of grew up in,
[01:47] SPEAKER_02: sort of East GTA and went to school for engineering,
[01:50] SPEAKER_02: which is odd considering the position I have.
[01:53] SPEAKER_02: But I went to school for engineering.
[01:54] SPEAKER_02: And during my co-op quickly realized I did not like engineering.
[01:58] SPEAKER_02: It wasn't for me.
[01:59] SPEAKER_02: I don't think it was engineering as much as it was the co-op
[02:02] SPEAKER_02: that I didn't like as much.
[02:05] SPEAKER_02: And was just fortunate enough at the time to be connected
[02:08] SPEAKER_02: with a president of an experiential agency.
[02:10] SPEAKER_02: And he needed some help on one of his campaigns,
[02:13] SPEAKER_02: specifically that an engineer could deliver.
[02:15] SPEAKER_02: So I helped him design the Budweiser Big Rig.
[02:18] SPEAKER_02: And you know, pretty much how I got into marketing,
[02:23] SPEAKER_02: marketing communications and this whole side of the business.
[02:26] SPEAKER_02: From there did things, ran agencies that were traditional
[02:31] SPEAKER_02: and focused, content and focus, digital and focus,
[02:35] SPEAKER_02: media and focus.
[02:36] SPEAKER_02: And now I'm kind of at a shop that brings all of that together
[02:39] SPEAKER_02: perfectly called Central Station.
[02:41] SPEAKER_02: And it's sort of the great end, if I would want to call this an end,
[02:46] SPEAKER_02: and to that journey that's sort of every step along the way
[02:49] SPEAKER_02: is prepared before.
[02:52] SPEAKER_01: Yeah, that's cool.
[02:53] SPEAKER_01: That's cool.
[02:55] SPEAKER_01: Yeah, coming into school.
[02:56] SPEAKER_01: Yeah, I'm always pretty sure that's a better.
[02:59] SPEAKER_01: So, you know, we, we chatted before and we're both marketers.
[03:03] SPEAKER_01: Okay.
[03:03] SPEAKER_01: And, you know, but I am really, and I think everyone should be interested
[03:08] SPEAKER_01: in your perspective to the current state of marketing.
[03:12] SPEAKER_01: Because it's been one of those, we've had various shifts
[03:18] SPEAKER_01: over the last 25 years.
[03:20] SPEAKER_01: And certainly in the last two to three years,
[03:23] SPEAKER_01: I would say it's one of those, you know, quantum changes.
[03:30] SPEAKER_01: Yeah.
[03:31] SPEAKER_01: So maybe you can sort of give everyone a sense of what,
[03:35] SPEAKER_01: what that means to them, because we're all doing,
[03:39] SPEAKER_01: entrepreneurs that listen to us all do marketing.
[03:42] SPEAKER_01: So, we're going to give them some advice.
[03:45] SPEAKER_02: Yeah, I would say that some, the days of taking a year
[03:49] SPEAKER_02: to create the ultimate campaign,
[03:51] SPEAKER_02: sitting behind working on strategy, working on insights,
[03:55] SPEAKER_02: spending weeks, months, developing the ultimate campaign,
[03:58] SPEAKER_02: have waned off because of that immediacy
[04:03] SPEAKER_02: and that change in the digital and AI landscape.
[04:07] SPEAKER_02: Today's campaigns need to be done quickly.
[04:10] SPEAKER_02: They need to be efficient.
[04:12] SPEAKER_02: And if they're not working, they can be swapped out so much easier than before.
[04:16] SPEAKER_02: You know, there wasn't a big billboard that you stood there
[04:18] SPEAKER_02: and you put all the creative up and all it didn't work too bad.
[04:21] SPEAKER_02: It stuck there.
[04:22] SPEAKER_02: Now, if something's not working, there's the immediacy
[04:24] SPEAKER_02: and agencies and marketers need to embrace that immediacy.
[04:30] SPEAKER_02: The consumer and the shopper want the immediacy.
[04:34] SPEAKER_02: So, we have to also adapt to delivering that immediacy as well.
[04:38] SPEAKER_02: And AI is a very strong tool in helping us do that.
[04:44] SPEAKER_02: But it is changing the landscape every day.
[04:48] SPEAKER_02: And if we don't sort of use it as a tool,
[04:50] SPEAKER_02: you will be left behind.
[04:51] SPEAKER_02: And so, that would be one thing I would definitely recommend
[04:54] SPEAKER_02: is get up to speed on AI.
[04:56] SPEAKER_02: You don't need to be an expert at it,
[04:58] SPEAKER_02: but definitely get up to speed on it because it is changing
[05:01] SPEAKER_02: the way marketers market and the way consumers consume on a daily basis.
[05:07] SPEAKER_01: Yeah, I mean, I actually even on my own,
[05:09] SPEAKER_01: but it used to take me a week to do a strategy that takes me four hours.
[05:14] SPEAKER_01: Because I'm sitting with GPD and it's sort of...
[05:19] SPEAKER_01: I'm putting stuff in and I'm getting stuff back
[05:22] SPEAKER_01: and I can just get through a whole lot.
[05:23] SPEAKER_01: So, that's what it does.
[05:26] SPEAKER_01: So, let's move away from the marketing side.
[05:31] SPEAKER_01: What you like best about being an entrepreneur,
[05:36] SPEAKER_01: where it's entrepreneurship is results focused kind of career.
[05:45] SPEAKER_01: Why do you like that?
[05:47] SPEAKER_02: I love the uncertainty of the day to day.
[05:50] SPEAKER_02: I know it sounds ridiculous,
[05:51] SPEAKER_02: but I like not knowing what I'm doing tomorrow.
[05:54] SPEAKER_02: I like the challenge that that presents.
[05:58] SPEAKER_02: Being an entrepreneur, there was always a curveball every day.
[06:02] SPEAKER_02: Something is slightly different.
[06:04] SPEAKER_02: Something isn't what you were expecting.
[06:06] SPEAKER_02: There are a lot of jobs where, you know, on November 6th, next year,
[06:10] SPEAKER_02: you know exactly what you're doing. It's what you're doing today.
[06:12] SPEAKER_02: But in the entrepreneurial space, it is not like that.
[06:15] SPEAKER_02: There are so many changes, so many levels of uncertainty,
[06:19] SPEAKER_02: that excites me about being an entrepreneur,
[06:23] SPEAKER_02: and a business leader for sure.
[06:25] SPEAKER_03: Stay ahead of the game with our expert tips and strategies
[06:28] SPEAKER_03: that will help your business thrive in a digital era.
[06:31] SPEAKER_03: Canada's podcast.com subscribe now.
[06:35] SPEAKER_03: I hadn't thought about that, but just before.
[06:37] SPEAKER_01: But, what about AI and entrepreneurship?
[06:43] SPEAKER_01: Does it kill a lot of that, do you think?
[06:46] SPEAKER_02: No, like I said, AI is a tool.
[06:50] SPEAKER_02: AI, I'm going to say AI will never replace,
[06:53] SPEAKER_02: but I don't think AI will ever replace.
[06:57] SPEAKER_02: A lot of what it is.
[06:59] SPEAKER_02: Entrepreneur, a lot of an entrepreneur is got his instinct is drive.
[07:03] SPEAKER_02: AI can't replace that.
[07:05] SPEAKER_02: AI is a tool that can help you inform decisions, like you said, quickly.
[07:10] SPEAKER_02: But no, it's still entrepreneurship is built into a person.
[07:16] SPEAKER_02: AI is not going to replace that.
[07:19] SPEAKER_00: Interesting.
[07:23] SPEAKER_01: So you see there's still a good future for entrepreneurship.
[07:26] SPEAKER_01: Based on the numbers, it's growing and growing,
[07:30] SPEAKER_01: but that's also based on AI, because there's less and less jobs.
[07:34] SPEAKER_01: Let's be realistic about that.
[07:36] SPEAKER_01: So more and more independent people.
[07:40] SPEAKER_01: Let's move on to some of the things that we face.
[07:44] SPEAKER_01: Entrepreneurs, challenges.
[07:47] SPEAKER_01: What would you say is the greatest challenge you've faced in your business to date?
[07:53] SPEAKER_02: Well, I would say to COVID, COVID, because we're so heavily in retail,
[07:57] SPEAKER_02: COVID obliterated 80% of our business.
[08:01] SPEAKER_02: So that was obviously a major hurdle.
[08:05] SPEAKER_02: But an entrepreneur, and my experience as an entrepreneur,
[08:10] SPEAKER_02: the biggest challenge is that self motivation.
[08:14] SPEAKER_02: Often you can feel lonely.
[08:17] SPEAKER_02: You're often by yourself at the top of a something,
[08:21] SPEAKER_02: trying to drive and push and drag everybody and people along with you.
[08:25] SPEAKER_02: So for me, the biggest challenge has been that feeling of,
[08:30] SPEAKER_02: it's all on my shoulders.
[08:32] SPEAKER_02: And yes, I want to drive and yes, I want to push,
[08:35] SPEAKER_02: but I got to drag all these people along, and sometimes that can be lonely.
[08:38] SPEAKER_02: But it's that overcoming and the opportunities that come out of that.
[08:43] SPEAKER_02: That I really enjoy about being an entrepreneur.
[08:47] SPEAKER_02: So it's kind of an equal challenge as an opportunity as I see it.
[08:51] SPEAKER_00: You know, so those challenges you should talk about.
[08:57] SPEAKER_00: If you kind of developed the methodology to step through them.
[09:06] SPEAKER_02: It's interesting.
[09:08] SPEAKER_02: I once received some advice from someone and it all he said was get started.
[09:12] SPEAKER_02: You can sit, you can hum and you can ha, you can ha,
[09:14] SPEAKER_02: you can second guess, you can think, you can just just get started.
[09:19] SPEAKER_02: That is something that helps me overcome that.
[09:22] SPEAKER_02: I just just get started.
[09:24] SPEAKER_02: How many times have you sat even back in school and you're like,
[09:26] SPEAKER_02: okay, I got to write an essay.
[09:28] SPEAKER_02: Where do I start?
[09:29] SPEAKER_02: Just start doing and it will come.
[09:32] SPEAKER_02: As an entrepreneur, I really find that helps me is just start.
[09:38] SPEAKER_02: And then the results and the solutions and the pathway sort of opens in front of you because you've started.
[09:45] SPEAKER_02: That to be is one of the most important things that I've learned along my journey as an entrepreneur.
[09:52] SPEAKER_00: That's really just.
[09:54] SPEAKER_01: I like that.
[09:58] SPEAKER_01: What's the best piece of advice you've ever received?
[10:02] SPEAKER_01: That kind of, we've all gone through mentorships with people that we've worked with,
[10:11] SPEAKER_01: we've parents, whatever.
[10:15] SPEAKER_01: But you know, on a business level, it could be on living level too.
[10:21] SPEAKER_01: They're pretty closely combined.
[10:23] SPEAKER_01: Right.
[10:25] SPEAKER_01: What you carry in your back pocket that you kind of hit it,
[10:31] SPEAKER_01: it's just kind of challenging as well.
[10:33] SPEAKER_01: You hit it and you get, oh yeah.
[10:37] SPEAKER_01: I got to do this kind of thing.
[10:39] SPEAKER_02: For me, it's always, it's a phrase that someone told me as well.
[10:44] SPEAKER_02: When I was actually quite young, eat the poisonous frog first.
[10:47] SPEAKER_02: I don't think you heard that, but eat the poisonous frog first.
[10:50] SPEAKER_02: Meaning, get the most horrendous, horrific task that you can imagine in your day out of the way first
[10:56] SPEAKER_02: and the rest of your day only gets better from there.
[11:00] SPEAKER_02: So for me, it's always about eating the poisonous frog first.
[11:04] SPEAKER_02: I generally, right, I'm a big list writer, I write lists, and I put in order of,
[11:11] SPEAKER_02: I'll call it joy in the task that I have.
[11:14] SPEAKER_02: I'll put the poisonous frog, the least favorite at the top of that list.
[11:19] SPEAKER_02: So I make sure I knock it off first.
[11:21] SPEAKER_02: That is probably the best advice I've received along with just start.
[11:25] SPEAKER_02: Is that poisonous frog first for sure?
[11:29] SPEAKER_00: Interesting.
[11:33] SPEAKER_00: You know, you've got a lot of experience.
[11:37] SPEAKER_00: And you've learned a lot.
[11:44] SPEAKER_01: If you can help someone that's just starting their journey, can you pull a couple of things?
[11:50] SPEAKER_01: I mean, not not the challenge thing, a couple of things.
[11:52] SPEAKER_01: Maybe the money side of it, maybe this, maybe that, that, you know, that you could pass on to somebody that's just beginning to the journey.
[12:02] SPEAKER_00: Yeah.
[12:02] SPEAKER_02: I would say, you know, get ready for an amazing ride because it is that is it a ride.
[12:08] SPEAKER_02: It's a high, it's a low, it's no two days are the same.
[12:12] SPEAKER_02: If you want comfort and certainty, entrepreneurship is certainly not the way to go based on my experience.
[12:20] SPEAKER_02: But if you want excitement, joy, and fulfillment, entrepreneurship is a hundred percent the way to go.
[12:29] SPEAKER_02: Oh, that's, that's really cool.
[12:34] SPEAKER_02: I made him just wired a little differently, but that.
[12:37] SPEAKER_01: I just say, you know, we, we wired differently.
[12:43] SPEAKER_01: I mean, we were talking before and, you know, we both came from a technical background in into marketing.
[12:52] SPEAKER_01: Yeah.
[12:53] SPEAKER_01: But, you know, we didn't take jobs.
[12:56] SPEAKER_01: So it's something different about an entrepreneur.
[13:00] SPEAKER_01: What can, I mean, if we're wired differently.
[13:04] SPEAKER_00: How, you know, what, what makes us different.
[13:07] SPEAKER_00: We are comfortable in being afraid.
[13:14] SPEAKER_02: We are comfortable in the potential of failure.
[13:16] SPEAKER_02: I think we're comfortable in the uncertainty and we're comfortable in taking risks.
[13:20] SPEAKER_02: And I don't mean we sit back in the desk with our feet up and go, I'm super comfy, cozy about taking this risk.
[13:25] SPEAKER_02: I mean, we have calculated the risk in our head.
[13:28] SPEAKER_02: And we're willing to take that risk.
[13:31] SPEAKER_02: I think our threshold is a lot longer for risk than certain people.
[13:38] SPEAKER_02: And I think that is, that's, that's built into an entrepreneur.
[13:41] SPEAKER_02: That's who you are at your core.
[13:43] SPEAKER_02: So yes, I do think we're wired slightly differently.
[13:47] SPEAKER_01: Yeah, I tend to agree, you know, I mean,
[13:52] SPEAKER_01: as long as my friend said to me, you can't work for anybody.
[13:56] SPEAKER_01: No.
[13:58] SPEAKER_01: I've had lots of those folks in my life.
[14:01] SPEAKER_01: You're going to be an entrepreneur.
[14:04] SPEAKER_01: First of all, let's have some fun.
[14:06] SPEAKER_01: I mean, you know what, there were 15 minutes of really good stuff in terms of the industry.
[14:13] SPEAKER_01: And if you weren't doing what you're doing now, what would you be doing instead?
[14:20] SPEAKER_02: Oh, I'd be an athlete.
[14:22] SPEAKER_02: I'd be a soccer player, 100% through and through.
[14:26] SPEAKER_02: I loved composing.
[14:28] Speaker UNKNOWN: 
[14:28] SPEAKER_02: Which team?
[14:29] SPEAKER_02: Which team do you want to put?
[14:30] SPEAKER_02: I'm not the player.
[14:32] SPEAKER_02: I'm talking back in London.
[14:33] SPEAKER_02: But yeah, the competitive nature, the drive, it's similar to entrepreneurship where you've got a kind of constantly keep yourself on the forefront.
[14:40] SPEAKER_02: You can't sit back, you can't be complacent, but yeah, athlete for sure.
[14:48] SPEAKER_01: What book are you currently reading, you know, podcast, listening to the album?
[14:52] Speaker UNKNOWN: 
[14:53] SPEAKER_02: You know, whatever, you know, yeah, I'm not a big reader.
[14:58] SPEAKER_02: My wife always tells me I have to read more.
[14:59] SPEAKER_02: But I do listen to audio books in the car on my way to and from.
[15:03] SPEAKER_02: And right now I'm listening to atomic habits, which I think is a great book.
[15:07] SPEAKER_02: And most recently I just read the 5 a.m. club and I'm a very much a morning person.
[15:13] SPEAKER_02: So I like the still of the morning.
[15:17] SPEAKER_02: I like the energy that the morning brings and it it helped me.
[15:20] SPEAKER_02: So it's kind of helped me compartmentalize my morning and break it up into stages for myself.
[15:25] SPEAKER_02: And I'm finding it's helping a lot.
[15:26] SPEAKER_02: But right now I'm listening to the atomic habits.
[15:29] SPEAKER_01: So if you had to pick one word to describe, you know, who Ryan was, what would it be?
[15:34] SPEAKER_01: Why would you choose it?
[15:37] SPEAKER_01: One word I'd say driven.
[15:41] SPEAKER_02: Firstly, you'd have to be after 25 years of still doing the same thing and not not being smart enough to realize that it's hard.
[15:48] SPEAKER_02: But I am driven for sure.
[15:51] SPEAKER_02: I want to keep pushing.
[15:52] SPEAKER_02: I know where I want to get to.
[15:54] SPEAKER_02: I'm going to get there.
[15:56] SPEAKER_02: So I would say driven for sure would be the one word.
[15:59] SPEAKER_03: Discover the latest trends, strategies and success stories in the ever evolving world of business.
[16:05] SPEAKER_03: Canada's podcast.com subscribe now.
[16:09] SPEAKER_03: What's keeping you up at night?
[16:12] SPEAKER_02: Well, like we talked about AI and technology and whatnot.
[16:15] SPEAKER_02: For me, it's the uncertainty of the future.
[16:17] SPEAKER_02: That, because it's changing, you mentioned it earlier, things are changing so much quicker now.
[16:22] SPEAKER_02: That change and that rate of change is only going to get quicker.
[16:28] SPEAKER_02: Uncertainty of the future, meaning how can we affect things in the future and what tools will we have to be able to affect that change?
[16:37] SPEAKER_02: That's what keeps me up.
[16:38] SPEAKER_01: It's also challenged to learn those new tools.
[16:43] SPEAKER_01: Yeah, as quickly as possible.
[16:45] SPEAKER_02: Yeah, I will never be the smartest person in the room.
[16:48] SPEAKER_02: Nor should I ever be.
[16:50] SPEAKER_02: You're right.
[16:51] SPEAKER_02: It's those people.
[16:51] SPEAKER_02: You need the smart people that can help you learn the tools as quickly as possible.
[16:57] SPEAKER_01: One more question in terms of, you know, the marketing business, the creative business.
[17:03] SPEAKER_01: How do people, I mean, having said that, I'm going to ask you the question.
[17:08] SPEAKER_01: Then I can answer it myself.
[17:11] SPEAKER_01: You know, how do people start something up?
[17:13] SPEAKER_01: You know, in terms of financing, how do they, you know, I'm sitting here doing design, doing web dev, how do I, how do I get out there and take the lead kind of thing?
[17:35] SPEAKER_02: I've done it two different ways.
[17:36] SPEAKER_02: I did it myself, probably by myself, no support off you go.
[17:41] SPEAKER_02: And that was leveraging a single client that I had from my, from my past and just starting.
[17:47] SPEAKER_02: I said it earlier, I just started.
[17:48] SPEAKER_02: Like you should go do that.
[17:50] SPEAKER_02: And I'm like, you know what?
[17:50] SPEAKER_02: I'm going to go do that.
[17:51] SPEAKER_02: And off I went and I started.
[17:53] SPEAKER_02: And then I've also in my current, my current space, have partners.
[17:58] SPEAKER_02: And they provide you with the support, financial support necessary to help you.
[18:02] SPEAKER_02: But again, it is still just the get started.
[18:05] SPEAKER_02: Don't second guess yourself.
[18:07] SPEAKER_02: If you, if you have that burn, if you have that thing, if you have that thought, go.
[18:11] SPEAKER_02: Just get started.
[18:13] SPEAKER_02: And don't let anyone tell you you can't.
[18:15] SPEAKER_02: And I'll tickle you.
[18:16] SPEAKER_02: Don't let anyone tell you you can't because you can.
[18:18] SPEAKER_02: You 100% can.
[18:19] SPEAKER_00: And it's just not you go.
[18:21] SPEAKER_00: Just get started.
[18:25] SPEAKER_00: That's cool.
[18:26] SPEAKER_01: I think, you know, I've loved the conversation.
[18:28] SPEAKER_01: You know, I think we've dumped a lot into 20 minutes basically.
[18:36] SPEAKER_01: But one last question.
[18:39] SPEAKER_01: And they'll say, what's giving you up at night was the election last night.
[18:43] SPEAKER_01: We all know.
[18:44] SPEAKER_01: But.
[18:45] SPEAKER_01: Yeah.
[18:46] SPEAKER_01: And let's don't say anything about it.
[18:48] SPEAKER_01: No, we don't.
[18:50] SPEAKER_01: Apart from that, what is keeping you up at night?
[18:54] SPEAKER_01: Basically.
[18:55] SPEAKER_02: Yeah.
[18:55] SPEAKER_02: Like I said, the uncertainty, the future and where we're going.
[18:59] SPEAKER_02: And how will we be able to affect that change?
[19:02] SPEAKER_02: What tools will we have?
[19:04] SPEAKER_02: What technology will we have?
[19:05] SPEAKER_02: What knowledge will we need to have to be able to affect that future?
[19:09] SPEAKER_02: Being in the agency world and the marketing communications world, you kind of always have to stay ahead.
[19:14] SPEAKER_02: And it's, that's the hardest thing is how do you stay ahead when things are changing so fast?
[19:19] SPEAKER_01: I'm just thinking about the agency world, you know.
[19:22] SPEAKER_01: You and I grew up in the world of what I turned the BFI world.
[19:27] SPEAKER_01: Right.
[19:28] SPEAKER_01: The big fucking idea kind of.
[19:29] SPEAKER_01: Yeah, absolutely.
[19:30] SPEAKER_02: You know, is that gone now?
[19:33] SPEAKER_02: No, no, the big idea is not gone.
[19:36] SPEAKER_02: The big idea is still very much alive.
[19:38] SPEAKER_02: The way you get that big idea out to your consumers or shoppers that has dramatically changed.
[19:46] SPEAKER_02: There is still room in this world for that big idea.
[19:50] SPEAKER_02: All manufacturers, CPGs, everybody's craving that big idea.
[19:55] SPEAKER_02: But the way you get that in the hands of the consumer and the shopper has dramatically changed.
[19:59] SPEAKER_02: It's not, you know, the old, here's a flyer out the door it goes.
[20:03] SPEAKER_02: It comes in, you look at the flyer, you cut the little thing and I'm to go to buy it.
[20:06] SPEAKER_02: That's, yes, we still do that, but that is not driving things as much as social and digital and influencers and viral.
[20:14] SPEAKER_02: And it's just the opportunities to get that message in front of folks has vastly changed.
[20:23] SPEAKER_02: But then so has the dilution of the message because there are so many different ways in which you can get it to people.
[20:31] SPEAKER_01: Great place to finish.
[20:32] SPEAKER_01: Great place to finish Ryan.
[20:34] SPEAKER_01: You know, I think.
[20:36] SPEAKER_01: How can people, if they're hearing this, how can they get a hold of you online?
[20:40] SPEAKER_02: Basically, yeah, just reach out to me at Ryan at Central Station, T-O dot com.
[20:45] SPEAKER_02: More than happy to chat about anything you want information, you want advice, you just want to wax poetic about anything.
[20:51] SPEAKER_02: I'm always available. I'm always down for a chat.
[20:54] SPEAKER_02: So please do reach out and I'd love to hear from anyone.
[20:59] SPEAKER_01: Thanks for coming on campus podcast.
[21:01] SPEAKER_01: Yeah, I appreciate it.
[21:02] SPEAKER_01: Here's what a great session with Ryan.
[21:05] SPEAKER_01: I'm filled with this.
[21:07] SPEAKER_01: Don't forget to subscribe to our newsletter on our website and subscribe on YouTube as well or any of the major podcast channels.
[21:15] SPEAKER_01: Thanks for listening to Canada's podcast where you meet the entrepreneurs that are driving Canada's economy.
[21:22] SPEAKER_01: See you soon.