Daniel Priestley is a successful entrepreneur, international speaker & best-selling author. Daniel has built several successful businesses in the UK, Australia & Singapore.
Daniel’s event ‘Key Person of Influence’ will be held:
– Melbourne 1st June 2012
– Sydney 30th June 2012
Basic Bananas is a proud supporter of this event and listeners get tickets at 40% off by using this link: ‘Key Person of Influence’ click here for more info and to register
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Christo: Welcome back to the Basic Bananas Small Business Marketing Show. Today we have a very special guest, Daniel Priestly. Daniel is a successful entrepreneur, international speaker and best-selling author. Daniel started out as an entrepreneur at only 21 years of age and has built several successful businesses in the UK, Australia and Singapore. His belief is that an entrepreneur revolution is unfolding. Daniel predicts that a great trend towards self-employment is emerging. In the same way that the Industrial Revolution caused us to see change from cottage industry to factory labor, the entrepreneur revolution will provide the chance for billions of people to turn their passions into their own small business. Several trends are converging that gives a serious upper hand to small business over big business. In the future, the big businesses that will survive will be the ones that have figured out how to partner with a lot of small businesses. Highly talented people will identify themselves as entrepreneurs rather than employees. Work on demand will replace careers and people will get involved in projects as opposed to long term employment. Daniel was featured in the book, Secrets of My Success, alongside some of the world‘s most well-known entrepreneurs. He‘s also the best-selling author of the book, Key Person of Influence.
Franziska: Hey Dan, thank you so much for being on the show today.
Daniel: Thank you very much for having me.
Christo: Hey, Dan.
Daniel: Hey, are you?
Christo: Very good.
Franziska: I‘m very excited about this interview today and maybe to kick it off, can you just tell us a little bit more about yourself and also your background. I believe that you‘ve got an interesting story.
Daniel: Well I have an entrepreneurial background since I was very young. In my teens, I was very interested in entrepreneurship. Throughout my twenties I grew several businesses. A couple of them becoming pretty big for twenty-something year olds. One business going up to about $10 million, $11 million a year in revenue and a couple of other multimillion dollar businesses. Yeah, so I‘m very passionate about entrepreneurship. I‘m passionate about the small business journey that people go on and I guess that‘s been one of the key things that I‘ve been involved in.
Franziska: You‘re being very secretive about those businesses. What kind of businesses were they? Were they some secret mission or…
Daniel: No, it‘s top secret. I had my very first business when I was 18 years old which was a dance party business. We were doing underage dance parties in conjunction with the local council and the local radio station. We used to do these parties of up to 1000 people at a time.
Christo: Awesome.
Daniel: I then got into event promoting with business and leadership speakers around Australia when I was in my twenties. I built a business that also took franchises on the road and did road shows for those sorts of businesses as well. So they were some of the key businesses throughout my twenties. I had some weird stuff on the side because I wanted to be like Richard Branson and have hundreds of businesses so I had at one point a latex mattress company. Basically I bought a latex mattress and I thought it was the best thing I‘d ever slept on so I started a whole business around it. I have had a commercial kitchen cleaning company in London. I‘ve had businesses in Singapore, UK, and Australia. So, I‘m 31 now. I‘ve got a couple of different businesses today. So I have a social network that has about half a million members that I head up. We have 125,000 blogs on the site. It‘s basically a large social network of entrepreneurs. We have a training company and an entrepreneur incubator. The entrepreneur incubator, we take services, businesses, with a proven concept and we help them to grow and get everything around them that they need to grow. Yeah, so that‘s the stuff that I‘m involved in today.
Franziska: Fantastic. Sounds like a very interesting and very hands-on journey.
Daniel: Yeah. Definitely. Lots of fun.
Franziska: What‘s the social networking one? Where can people find out more?
Daniel: It‘s called Ecademy.com. And it‘s been going for 14 years. It was founded by Thomas and Penny Power who are still business partners today. It‘s something that I was able to get involved in a little while ago, about a year ago to invest into and to help go into the next phase of growth.
Franziska: Awesome. So Ecademy.com. If people want to find out more about it.
Daniel: Yeah. It‘s kind of like a LinkedIn for entrepreneurs.
Franziska: Awesome. And obviously besides being busy or twisting your thumbs, running so many businesses, you‘ve also written a book which I‘m reading. And it‘s really good. It‘s called, Become a Key Person of Influence. I love it. It‘s a great read. In the book you talk a little bit about functionality versus vitality.
Daniel: Yeah. Well, I talk about the difference between people who do really, really well. Those who get out of functional roles and get into what I call vital roles. Or, get into a space of vitality. So vitality has two meanings. If you look it up in the dictionary, it‘s going to mean two things. One is full of life or a life force. So you could say someone‘s full of vitality and that could mean that they‘re full of life. Then the second meaning is that they‘re essential. So a vital organ is an organ you can‘t live without. So what we need in every business, we need some of those people who perform the role that is both full of life and brings life into the organization and also is irreplaceable. So, Richard Branson performs a vital role within Virgin. He brings life into the business and there are certain things that he does, the business just can‘t get anyone else to do. So when he does PR and launches and when he pats people on the back and when he sorts out big problems, he‘s performing that vital role. The more he gets into the functional role of trying to fly planes or check people in at the check-out or issue people with a credit card, if he‘s doing those sorts of things, obviously that‘s the functional element in the business. The business folds down around him performing a functional role. I talk about one of the keys to being a key person of influence, one of those driving force people in any business or industry is to really figure out what is your vital role versus what is your functional role and get other people around you who perform the functional role with a lot of competence. They can do it really well and they breathe their own life into it and then move to a high level of vitality.
Franziska: I like that. Would you also almost compare… Because what I almost hear is the vital role is the big picture, visionary. You need somebody who is there to, as you say, bring some vitality into the company and then you‘ve also got functionality which is maybe more into the details. You know, people that are more… Really good at processes and execution. Is that how you would also describe it?
Daniel: Well, here‘s the really strange thing. The really strange thing is that in every single role there is someone who brings life into that role. So, for example, there are people who, in our administration team, who for them, they just bring so much energy and so much attention and so much creativity into the accounting and administration role. They‘re looking for ways to report. They‘re looking for savings. They‘re looking for understanding the cash flow projections months in advance. They‘re basically bringing that energy and that life force into that particular role. So when I‘m hiring someone, I‘m not looking necessarily for someone who‘s just performing the functional role, I‘m looking for people who, for them, that particular role lights them up and makes them feel like they‘re coming alive and that they‘re playing a vital role in the company as well. I think it‘s the founder‘s job or the entrepreneur‘s job to move everyone up to a higher and higher level of vitality and bring other people into the organization. You know, when you‘ve got an organization that‘s full of vital people, full of people who‘ve got influence and got excitement for their role, the business becomes a magnet for opportunity. That‘s what we want to do. I hear this horrible conversation constantly going and it‘s been going for the last 10, 15 years. It‘s all about systematize and automate, and it‘s all about get people in and outsource stuff and all this sort of stuff that people talk about. I‘m not against any of that. In fact, we do a lot of those things. We have great systems and we have great people and we have great outsources, but the reason you do it is so that you can move to a high level of vitality so that you can lean into the business even more. You can bring the business more to life and I hate hearing people talk about their business like it‘s some engine that they‘re trying to tinker with from afar. It‘s lifeless… Where almost there trying to create a lifeless organization that they don‘t have to be part of. I think, why would you want to create a business that you don‘t want to be part of?
Christo: That‘s right.
Franziska: Yeah. I completely agree with that. When you said systematize, Christo and I were giving each other a funny look because we actually, I‘m not sure if it‘s systemize or systematize. We always have huge discussions about that word.
Daniel: I think it was the E-myth that talked about systematize and systemize is a word but I think he kind of systematized the word.
Christo: Okay. He systematized the word. That‘s why. Because we always hear it and we‘re like, hmmmm.
Franziska: It‘s funny.
Daniel: Either can be okay.
Franziska: I need to look it up in the dictionary. It‘s really funny.
Daniel: They‘re both right.
Franziska: I really agree with what you say that it is so important and so awesome when you do have a business that is full of vitality and vital people and people that are really passionate about it and not just there to take away and only following processes.
Christo: Brings the character to life, too, doesn‘t it?
Franziska: Yeah. Yeah.
Daniel: I honestly… I‘ve met with thousands, literally thousands of business owners. I don‘t know people who have been able to successfully build a company and exit it and make money from it who have no joy for it, who have no life for it and who aren‘t living and breathing it and making it kick ass. I only know… The only people I know who have been able to sell their business and grow their business are people who lean into it, they make it happen. It‘s almost like if you want to put up a big circus tent, you put up the big, central pole in the middle and the whole tent rises up around it and then you can put in other tent poles to hold the whole thing up. It‘s kind of like that central person in that organization has to become that person who lifts the whole thing up so that others can come and play, too, and everyone can get in under that organization. I don‘t know anyone who‘s successfully able to put up a great organization leaning away from it. Sort of just doing it like it‘s a lifeless thing. It‘s an organization. It‘s a life-full thing. It‘s a thing that should be full of life. The funny thing is, it‘s the people who can sell their companies for the most money are the ones who don‘t want to. The people who make the most money are the ones who are focused on creating an amazing quality organization. Those who are constant… I see people who go to these sort of seminars about how to build passive income and automated income. You know, it just never works. They‘ve got no love for it. It works if you‘ve got love for it.
Franziska: I couldn‘t agree more and I‘m really happy and glad that you talk about it because that is something that a lot of people do. Go to seminars and think, “Oh, you know, if I sit in my undies at home I can press a couple of buttons on my computer and I‘m going to get rich overnight.” That‘s not really the reality and it‘s not fun maybe. For most people, you do need a bit of a purpose and passion in life to get up in the morning. That‘s what you‘re talking about.
Daniel: Yeah.
Franziska: You also talk about that small is the new big.
Daniel: Small is definitely the new big. I mean if you look at the last ten years, the technology that‘s has become available that allows small businesses to do all the things big businesses could do. Small businesses can now broadcast to a global audience of viewers or listeners through social media. Small businesses can now have all their files on cloud-based computer systems. Small businesses can now outsource jobs to overseas countries. Small businesses can now distribute products all over the world. Small businesses can have a global footprint, global brand. So small businesses are now able to do all the things big businesses are doing. Except, small businesses don‘t have the inefficiency. So, small businesses don‘t have corporate sponsorships and jets and 27 layers of management and 43 red tape police and all these things that slow down big businesses and make them lifeless, frustrating organizations to work with. Small businesses are fast and dynamic and passionate. Small businesses are the only places that are creating jobs in the current economy. Small businesses are the only places that are still growing and growing in double digit growth. So, small is where the action is right now. This is the time in history to be in small business. This is what I call the Entrepreneur Revolution.
Christo: Nice. Love it.
Franziska: Yeah, I agree. Even in Australia where we‘re based and you‘re based in Australia I believe mostly now, I think there are two million small businesses.
Christo: Yeah. The stat said two million small businesses and there are five million Australians employed by small business.
Daniel: Yeah. So there you go. That‘s like half the work force.
Christo: That‘s right.
Franziska: Exactly. That is such an amazing opportunity and when you talk about the entrepreneur revolution, because I did read about that somewhere. Is that what you mean? Would you like to explain?
Daniel: Well if I talk about the entrepreneur revolution, basically what that means is that if we go back 200 years ago, we were in the Agricultural Age. And in the Agricultural Age technology kicked in. Technology as actual physical technology and also technology as ways of running businesses. Things changed so dramatically that we had to call it a new age. We called it the Industrial Age. The Industrial Revolution happened. It was a technological shift that changed the entire game. What I believe is that we‘re going through the exact same thing right now but we‘re leaving the Industrial Age. The Industrial Age is finished. It‘s gone. It‘s over. All the fundamentals that make the Industrial Age what it was have changed and we’re now moving into something different. So if you said in the Agricultural Age everyone worked in agriculture and farming, that‘s why it‘s called the Agricultural Age. In the Industrial Age, everyone works in the industry. Everyone works in factories. And in the future, where will everyone work? What will they be doing? Well, my belief is that they‘ll be working on entrepreneurial teams. They‘ll be on entrepreneurial projects, value based projects. They‘ll be working on projects that they‘re passionate about. Things that they‘ve got a spark for and hence you can only really call it the Entrepreneur Age or the Entrepreneur Revolution. Those people I know who are doing really well are very entrepreneurial people, they see almost every problem as an opportunity and those people are doing incredibly well in this economy. People who are sticking to the Industrial Revolution way of doing things are doing really poorly because that economy is actually in decline.
Franziska: I agree. And, you know, especially with the new generations coming. They‘re more after something more meaningful than just working for one company to make money and go home and watch TV. That‘s probably another reason why the Entrepreneur Revolution as you call it is definitely happening and happening more and more.
Christo: That‘s right. We see it a lot amongst our clients as well. Even within ourselves as well. Right.
Daniel: It‘s meaningful work. People want to do meaningful work now.
Franziska: Exactly.
Daniel: If you said that the Agricultural Age was all about your hands, what you do with your hands. Industrial Revolution is all about what you do with your head. The Entrepreneur Revolution is all about what you with your heart. So, what your passion is in. So, we‘ve moved from the age of hands and heads to hearts.
Franziska: The next thing that I want to see as well as part of the Entrepreneurial Revolution is giving back more to society because there‘s a little bit of both in the Entrepreneurial Revolution I believe. There are the people that do just want to make money and buy a fancy car and buy a fancy house and there are seminars that very much promote that lifestyle. But, the next step that I see and that you guys also promote is, yeah, you know, it‘s great to make money and have the fancy things, but it‘s also about giving back. And I‘m very excited about that, actually.
Daniel: My passion for this Entrepreneur Revolution isn‘t just local. I‘ve actually spent time in rural Uganda with women lifting themselves out of poverty based on $50 micro loans and small chicken businesses and pig businesses and farming businesses.
Christo: Awesome.
Daniel: And I literally I‘ve seen someone who was, a year or two ago, in desperate poverty. Really struggling just simply to survive. And then I see them so empowered and not just empowered themselves but empowering their local communities. These women who are just the recipients of micro loans and they‘re recipients of entrepreneur education in those communities, are doing so well and doing so much for their communities and I‘ve seen this in India in the slums. I‘ve seen this in the project areas in Africa. And I‘ve seen this in rural Uganda as well. Everywhere you go you see entrepreneurship actually empowers people. It empowers communities. So it‘s something that I just think is a really great sort of exciting force.
Christo: Awesome. Love it.
Franziska: I agree.
Christo: Now you mentioned a bit about key person of influence and I think you said one of the keys already was playing a vital role versus a function role. So what are the five steps to beaming a key person of influence?
Daniel: So the five steps to being a key person of influence. So first of all, the definition of a key person of influence. We‘re talking about those central people within a business or an industry who are the driving force of the business or the driving force of the industry. In every industry there are key people of influence whose names always come up in conversation. They‘re the ones who make things happen. They‘re the ones who sort of lead the way and they attract the opportunities as a result. So, there are five things that I noticed that when I was hanging around with people who have made their $20, $30, $50 million. A hundred million and even some people who have made billions. When I was hanging out with those people, I was discovering that there were five things that they‘re all very good at. The first one is pitching. So they‘re very good at delivering a pitch and they can get an idea across very quickly and they can make it very, very compelling. So that is the first key which is the ability to deliver a great pitch. The second key is the ability to write really compelling content. So, most of these people have written books. Most of these people write articles. Most of these people create research papers and handouts and documents and they can get their message across in print. The third thing is really carefully selecting products. So making sure that they make very good product choices. So, what products are they going to sell? What products are they going to be associated with? What products are they going to create and develop? And how do those products all fit together in the context of the business. The fourth one is profile. These are people who are very, very good at building a profile and getting noticed. They‘re good at developing a personal brand and they‘re also good at developing a profile for themselves in their businesses as well. Then the final step which is where all the money really gets made. The first four steps really just position you to be a key person of influence. The fifth step is where a lot of money changes hands and that‘s through partnerships. So these are people who when they think about getting something done, they don‘t think about doing it themselves. They think about who do we need to get in the room? Who do we need to sit down with? Who do we need to form some sort of a strategic alliance with? I noticed that my friends who are multimillionaires and deci-millionaires and even worth hundreds of millions, they‘re just very, very good at those five things. And there‘s some best practices around those five things that I suggest people take on board. So best practices around pitching and publishing and product, profile and partnership. And that if you do those best practices, you‘re really stacking the odds in your favour to be a successful entrepreneur and to position yourself as a key person of influence.
Franziska: Awesome.
Christo: Very cool. Thank you for sharing. We love it.
Franziska: And if people want to know the best practices, they can come to your seminar which we will talk about later or with your book.
Christo: Come to the seminar or read the book. I like it. Of course, there‘s going to be a lot of variables within those obviously to get it right like you said.
Daniel: Execution is key. Absolutely. You‘ve got to execute really well and implement those five steps. But once you do, the odds are in your favour.
Christo: Yeah. Very cool. And what would you say, with your experience with so many businesses and business owners, what would be some of the biggest mistakes that you‘d see small business owners make? And maybe what‘s been one of your biggest as well while you‘re at it.
Daniel: Like on scale…
Christo: Let‘s get personal.
Daniel: I‘ve got to say. When you asked that question, my mind just flashes lots of mistakes. I‘m one of these people that have to make many mistakes before I learn the lesson. I suppose one of my mistakes that I made a few times in my twenties was rushing into things and being so enthusiastic and excited. I kind of learned along the way that it‘s actually a lot easier to get into something than out of something. Once you‘re in something. Once you‘re committed to something, it‘s actually tricky to get out of it. So, I kind of found myself in some big things. I also learned that fast growth is also quite damaging and can be more stressful than no growth or nothing going on. I had a business that went from zero to $1 million in its first 12 months. Then in its third year did $10.7 million. That was massively difficult on my personal life and difficult on the team and it was a really, really tough time. Everyone thinks it would be just amazing to be making a million bucks a month in sales, but, it‘s actually pretty horrendous when you‘re in it and you‘re trying to keep up. Being in business and entrepreneurship, there‘s no right or wrong answers. There‘s principles. There‘s guidelines and then after you‘ve got those principles and guidelines, it‘s like a tightrope walker. You‘ve got to learn to balance. You‘ve got to get out there and try and fail and try and fail and try and fail and just learn the balance of when to rock left or when to rock right and to perform that balancing act and keep moving forward and keep taking steps forward. The good news is, is in the western world, business is like tightrope walking and you‘ve got to find your balance. The good news is that the tightrope is probably only six inches off the ground. So even when you do fail, it‘s not that bad. You‘ve still got all your arms and legs. It‘s never as embarrassing as you think. It‘s never as bad as you think. When you make a mistake, you can always kind of get your way out of it. We‘re so fortunate to live in countries where it‘s almost impossible to go hungry. It‘s almost impossible to not have a roof over your head. Which you would think more people would become a bit more adventurous and a bit more entrepreneurial and take a few more risks. When I spend time with people in developing countries, and I do a lot of that, they‘ve got this dream which would just simply be to have the basics that we take for granted.
Franziska: I agree. We are very fortunate and, you know, sometimes when we do feel a bit sorry for ourselves because nothing happened. It really is about putting it back into perspective and realizing that we are fortunate. We‘re still eating.
Christo: Sometimes people are scared to make mistakes. I love the fact that you said you‘ve made so many and it‘s always learning from mistakes. That‘s part of business. Right? If we‘re growing we‘re learning new things, we‘ll be making mistakes.
Daniel: Yeah, exactly.
Franziska: Just one other last question that I would like to ask because our listeners love hearing about the best marketing strategies and so I would love to know what‘s your favorite marketing strategy for your businesses or some of your favorite strategies?
Daniel: Well by far one of my favorite marketing strategies is partnerships. I love strategic alliances. Whenever I think about how do I get 10,000 new customers, I don‘t think about how do I do it myself. I think who already has 10,000 customers and wants to send them over to me. Who already has my database on their hard drive? Who already has a million people going to their website? Who already has this stuff? So I love partnerships. I love finding a good joint venture. I love sitting down over coffee or over lunch and working with another managing director or CEO or another small business entrepreneur and figuring out how we can align together and really how I can help them meet their objectives; they can help me meet mine and we can find a great strategic alliance. I feel like every single time I create a partnership, it feels like I‘ve created an asset. It feels like I‘ve got this great asset that I‘ve just created. Sometimes those assets, they‘re really huge and they take a good lunch, a good long lunch to create. It blows my mind that my job, what I do for work, is have conversations and form agreements and form partnerships a lot of the time. So that‘s one of the top marketing strategies that I employ. I‘m really big on creating remarkable content that people want to share. For example, we‘ve got this event coming up and for everyone who bought a ticket in the first 100 people, we went onto a website and found a bunch of actors and dancers and we paid them $5 to make a thank you video for each one of the first hundred people who booked a ticket. So we spent like $500 on just creating these really crazy thank-you videos. So we had hip-hop artists doing beat boxing. We had break dancers break dancing. We had five jugglers juggling. We had all these really creative people doing these stupid little videos. We had someone sketching and drawing. We made these and then we sent them out to those first hundred people. They just simply said, “We noticed you bought a ticket.” We used their names. Say, “John Smith. We saw that you bought a ticket. Thank you so much. We‘re excited to have you come to the event.” People were blown away. They bought a ticket to an event for like 20 bucks, 30 bucks. Next thing you know they‘ve got a hip-hop dancer from Argentina dancing in a dance studio and holding up a big sign saying, “Thank you so much for buying a ticket to the event.” I love doing that sort of stuff because it gets right away from the whole corporate side of marketing and the whole side of marketing that‘s kind of just lifeless. It gets into making people feel famous. Making them feel important. As a by-product of doing that, we had so many people share those videos. We can see the view counts as to how many people have shared them. Some of the videos have been seen by hundreds of people. They sit there and they go and show their friends. They put it on Facebook and we‘ve had people blogging about this. It‘s just really funny… And one of the things I love doing is creating shareable content. So, creating things that people love to share. Creating things that people want to tell their friends about. That‘s what I like to do.
Franziska: I love that.
Christo: Awesome.
Franziska: I love that campaign because it is different. As you say, it‘s not the stiff corporate approach anymore. And one thing that you said that is so important is to actually share quality stuff. Because nowadays, we think that we can share anything. We can share crap. We can share good stuff and really it is about sharing quality stuff that people want to share with other people because that‘s where the power lies, by other people sharing your stuff and a lot of people get it wrong and they just share some kind of something. It‘s just average and that‘s not the way to do it. You guys do that so well.
Christo: That‘s a great example of creativity in making specific videos for everybody and thanking them personally. That‘s awesome.
Daniel: Yeah, it was lots of fun. Lots and lots of fun.
Franziska: So you‘ve got a really great event coming up and we are going to come and join you guys in Sydney. Do you want to tell us a little bit about it just quickly and where people can find out more about it, too?
Daniel: Sure. So I wrote the book in London and I live in London and it was all about these five skills. The five skills I talked about. Everyone really wanted to understand the best practices about these skills so the way we put the event together was I went out to my network and I found five really big heavy hitters who had achieved massive things in each one of those areas. So we brought them into Australia, because this is now one of the leading entrepreneurship events in London. We‘re now bringing it to Sydney and Melbourne. When we brought it here, we went out and found just absolutely magical, amazing people to come and talk about the five P‘s. So for example, pitching is a guy called Ian Elliott. He built the largest ad agency in Australia which was worth hundreds of millions and did the Optus campaign and did the Gobbledok, the Smith‘s Chips and all of these really iconic campaigns. And he got to do that because he was amazing at pitching and he wrote a book called, Stop Bitching, Start Pitching. So he comes along and talks about how to do great pitching. We‘ve got Australia‘s number one small business author who has 11 best-selling books to talk about publishing. We have this incredible Australian who‘s just come back from Silicon Valley where he‘s been building $100 million companies. And he‘s talking about product and intellectual property and creating value. We‘ve got Carly who‘s the web celeb who built a training organization and sold it for millions and then really did it around her personal brand and built a huge personal brand. She‘s talking about profile. And then I‘m going to be the person who‘s this time around talking about partnerships and how we put that all together. So it‘s a content rich day. It‘s basically lots of learning. We don‘t do a big sales pitch on the day like some of these events do. For us it‘s actually just about demonstrating some best practices in those five areas and then letting people, if they want to work with us or want to find out more about us, they can come to us. So we create such a great spectacle and a lot of value that some people end up coming and working with our company. But, it‘s just a great one day effort. When we ran it last time in Melbourne, it was really talked about and a lot of people loved it. It was Tweeted about and shared about and all of that sort of stuff.
Franziska: That‘s fantastic and I‘ll put a link in the show as well so people can book a ticket. It sounds really fantastic and I‘m excited to come…
Christo: Can we mention the link now? What‘s the actual address to send people?
Daniel: I think it‘s one of those… Because your listeners get a discount, I think it‘s one of those silly links that‘s got a forward slash.
Franziska: I‘ll just pop it in the…
Daniel: A special link that gives people half price tickets.
Franziska: Yeah, that‘s right because we‘re on board to support you guys. So I‘ll just pop that in the show.