Founders shouldn't just tell their own inward-facing company story; instead they should identify the most interesting things happening in the world and explain how their company relates to them.

35:34nobody who can't do that. So, that's that's not a differentiated story. >> Yeah, and so, and and so, that's like the default kind of narrative that people fall into. And then and then it also like it feels I think it actually feels like doing anything bigger than that is like arrogant cuz it's just like, who are we to like go tell some bigger thing? And I don't even know what

35:48the bigger thing would be. And like, aren't the people who tell the bigger thing full of themselves and trying to make themselves look even bigger? And so, there's just this like really reluctance to kind of expand the you know, kind of expand the expand the expand the telescope out. Um And so, but what I would tell people is um like the exact opposite of the of of all

36:04of that is true, which is like the story of you and your startup is not inherently a an interesting story, but there is almost certainly an interesting story that involves your startup. And that story is and it's sort of the cheat code of it. The story is something else in the world that's happening that is incredibly interesting. Um, that your company relates to. >> And then yeah, by the way, the grand

36:21wizard of this is Alex Karp. If you watch his interviews, he never talks about Palantir. The only thing he ever says about Palantir, Mark pointed this out to me is ontology and orchestration, two words that nobody knows what they mean. >> [laughter] >> And and like nobody knows what Palantir does as a result, but it doesn't matter because it's like you know, like the future of the US military, Palantir.

36:47Like super intelligence, Palantir. Like whatever the story is that's like really good, like Alex will go tell that story. Neurodivergence. >> [laughter] >> He's he's just like whatever is interesting, he'll just start talking about and then because he's this founder of Palantir, the CEO of Palantir, like that just works and I I say it like kind of facetious, but like it's really a good strategy. Now, he

37:18takes it to the very extreme. Um but like that that's the right idea to find the most interesting story that you can that you can plug your company into and then tell that story. >> Yeah, because because what happens is then when something happens, right? When something happens in the world, something happens involving US military, AI in the military, this or that, geopolitics or China, like he's like the

37:39first phone call, right? Cuz he's like he's the guy who's like been out there talking about that. >> way, Ryan Peterson is in the audience who's done a phenomenal job of that. >> good at that. Exactly, yes. Yes. Yes. Right, the difference between talking about freight versus talking about the global supply chain is completely collapsing during COVID and we're all going to starve to death. Right? [laughter]