Kindness For Everyone Always: Tyler Brickley on The Kindness Mob & Creative Purpose | Ep 16

Oh wait, look, did you see that one over there? Welcome to the Killer Growth Podcast. I'm your guest, Tyler Brickley. Hey, thanks for coming in. I'm so honored. Let me ask myself a question. You're welcome. How you always started is, now I'm gonna say Samuel's lines of, thanks for coming on, and then at the end, appreciate ya, appreciate ya, appreciate ya. Bye. And then we hit the mics every time. It's so awkward to handshake, but it feels right. I think one time Tyler said I should do that. Keep going, host. Yeah, so anyway, today's episode is not sponsored by Form Energy, but it should be, Form Energy. If you're out there, we need you. Brad, every show. These shows will get pretty wild. Yeah, you maybe don't want this as an actual, but I just gotta say, I've never tasted this before, and I won't be drinking these since I don't live here, so I have no. Well, they're, I mean, they're nationwide. Oh, like they could ship me some? No, no, like they're nationwide company. Okay. You could go to a grocery store and probably buy them. I like this and I hate it at the same time. Let me talk about it. I hate how much I like it. Every other energy drink I've had. That'll breach. Yeah. That'll breach. Like, it feels like you're drinking something that should go in a car, but you like what it does to your body. This tastes like a juice. Yeah. So that's like dangerous. Yeah. But it's dangerously good. This is some great UGC. All right. It's a great segue. What's up, everyone? I'm Samuel McVeigh with the Killer Growth Podcast. Today I have Tyler Brickley with me, who is the Chief Brand Officer for Killer Growth, and more importantly, the founder of The Kindness Mob. Thank you. Thanks for hanging out. Glad to be here. I'm glad you were here. I've already had enough of you. Cut that first four minutes, and we just got that. We'll just keep this one tight. I feel like an hour's a little too much anyway, so maybe. Okay, so you are a funny guy, right? Okay, thank you. So there's two ways this could go, right? Yeah. So one, you could prove that you're the funny guy. Like, I could put that pressure on you, which I kind of like that idea. Yeah. Like, no, you need to be the funniest. Yeah. We need seven viral funny clips. Out of this podcast. Done. All right, deal. Where are we at? Can you give us a counter as to where we're at now? All viral. Do we have any yet? Oh, dang it. I thought we'd be at least at three. Yeah, Tyler's so far. Are you awake? Oh, no, there he is. He's moving. He's moving. They're pouring this down his face right now, behind the booth. He's already had two of these in 30 seconds. He's trying to keep him awake. All right. Their other option is what? You didn't have a second option. You can't help yourself. Sometimes I start speaking, and I hope the sentence forms itself behind my thought. No, that was perfect. All right, we start easy. Okay. I want to know your story from college age. So 18. So you can mention the transition from high school and your massive college experience if you want. Yeah, do we have time to talk about my whole college? All right, I'll try. What brought you here today as founder of The Kindness Mob and Chief Branding Officer at Killer Growth? So what Samuel's referring to there is the fact that I went to college for six weeks. Was it that long? Give or take. Now, a lot of that six weeks I didn't attend the classes. So I guess if you're looking at like a net, that's kind of what I want to know. Total time, it might be like two weeks. But over a six-week period, I went to college. So yeah, from 18 to 18 and six weeks, I went to Butler Community College. Shout out my alma mater. Yep. Well, potential could have been. Hey, Butler, you were great. Tyler was the problem. Yeah, absolutely. That's what we're gonna say. I stayed there for six weeks, which I felt like was a really long time because- Enough to realize, I don't want to do this with my life. I had that at like 10 days. Because I'm a good person with a lot of hard work ethic, I stayed for a long time because my girlfriend at the time was there. And I really, really loved Roger Matthews' pottery class. And if you know, you know. Shout out to Matthews. Yeah. But then decided college wasn't for me. And yeah, I didn't have any really goals or ambitions and I wasn't paying for it. So I had no investment. Got like a perfect score at ACT college just for you. Yeah, perfect 29. Yeah, exactly. That's what I told everybody. Yeah, so I started, I would say my first real job after college because before that was working for family. And then started selling cars at Suzuki of Wichita. So that was like a, yeah, that was a big awakening moment for me. Cause that was, you know, there's taxes and HR and forms to fill out and meetings to attend. And you can't just show up two out of six weeks. And you can't just show up. You gotta like be there every week. Real fast. It's like, it's the same vibe. I'm not paying to be here. In fact, you're paying me. So why do you care when I'm here? Anyway, lots to learn there. I did actually learn a lot. Shout out Scott Pittman. Shout out Scott Pittman. Scott taught me a ton about business, even through osmosis. Like even just looking back and realizing what he was doing. I've kind of continued to learn from that. Cause in car sales, you're kind of, you have a boss, but you're commissioned. You're kind of setting, you have your schedules in a large window or there's a lot of time, but you're still have to be self-motivated or you don't get paid. Yep. And I was not self-motivated to tell people how to spend $30,000. I was very bad at that. I was one of our worst salespeople. Like I would sell two to five cars a month compared to my peers who were selling 20 plus. I just found it was really hard for me to tell people if you're upside down in your Pontiac Grand Prix to go take out another loan, at a 17% interest rate. Yeah, this is not, I did have a couple beautiful stories of people that I said, you should not do this. You need to pay that down for 18 more months. Let's get your credit score above 600 and then come back and see me and even 10% interest rate is gonna be so much better than what you could do today. This says a lot about Scott Pittman too and how nice he was. Cause you should have not been employed. Yeah, exactly. Well, and that kind of, I think, ties into the whole rest of my journey is like it's all centered around like content. And well, it starts before that really, if you wanna break that down. Cause I've always just made stuff, right? Even when we were kids. Yeah, always the Brickley way. Yeah. Making funny videos for every occasion. Yeah, funny videos. Always had a camera in my hand from the age of 12, which was awkward in showers. One. One. That's the first one. One. We didn't pick the right guy to judge the viral moments. They didn't have waterproof cameras till much later. Right. Yeah. That wasn't as much of a problem because the zooms on those wasn't good either. Two. Two. Two. Yeah. It's gotta be like three if we clip it right. Uh-huh. Always making stuff and always making content. That's just kind of part of who I am. And so I was doing that at Suzuki and then they created a job kind of around me to do that. Keep in mind, this is 2009. So this is social media is, it's not like in its infancy, but it's like toddler. It's very much Wild West of content creation as a job, branding at that level of what would you call it? Like casualness maybe, where you're not hiring a full-time or a big production company to make an ad. Like you got a kid who has a flip camera. Remember those? Flip camera and he's recording silly videos. And it was great for me because as kind of the Wild West, I was able to like experiment a lot. And that's one thing I look back on Scott, like, man, he just kind of let me go and let me throw stuff up and it worked. Then we bought a restaurant after that that we had for six years here in El Dorado called Jacob's Well. Potato salad. Yeah, I miss it. Can I tell you a funny story about the potato salad? All right, so after Jacob's Well, I worked for you. I'm gonna tell it. Okay, I'll allow it. One of my favorite memories at the well, and I hope the lady who is in this story remembers and is watching. Can't imagine that you would be, but if you're there, I love you so much. Because I got called, a waitress was flustered and can you go talk to this table, they're upset. And I went over there and, hey, I heard there was maybe a problem. Yeah, it's the potato salad. And I was like, oh my gosh, what's going on? And she was like, something's changed about it. I don't know, it's hard. I'm like, oh, sure, sure. Like, how is it different? And she said, well, it used to be good. Just, I got that seared in my brain the way that she paused for effect and then looked me right in the eyes and said, it used to be good. I'm gonna give you a one word answer. I just started dying laughing. The most unprofessional response you could. Oh, in front of her. In front of her, because it was just, it was just this beautiful moment and it was so funny. I'm just like, oh my gosh. Oh my gosh, I'm so sorry. Let me replace it for you, you know. Customers are great. I love that. Well, you were good at spinning anything negative. What was the other, you spun another negative thing there. We had a bad review. That's right. That talked about how weird we were. Yeah. And so I did a whole campaign for a couple months with all of our advertising revolving around the idea that we're weird. Yeah, that's right. The town loved that and got behind it in a big way. Oh yeah, the satire. Well, that's actually a good. The man living under Jake as well. That went really, didn't it get picked up by the news? The Wichita News. So talk about an example of me being able to like experiment because I loved the Babylon Bee at that time, which was kind of like the onion. And so I started writing a series of blog posts about completely like outlandish things. So I wrote an article about how a man had been discovered living under our restaurant. He'd been there for years. The police found him amidst wrappers of like our cookies and our other food. Like he was coming up at night through the trap door in the floor and stealing our food and then going back down there and people took it seriously. So listen, mom, if it's on Facebook, you have to vet these things, okay? Even if I say them, but now a couple of days later, I got a call from KWCH. Like we wanna interview you. Are you still in contact with the man? And again, I'm just laughing. I'm like, oh no, you don't wanna interview me about this because that man is not real. How was that phone call? I don't, oh, she laughed. Yeah, oh my gosh, it was. A lot of good memories. The reporter thought she made it. She found her story too. She was like the local journalist, this is it. This is gonna be on every major network. Yeah. It probably, you should have just gone with it. I should have hired somebody to be the man. It should have just been you. You should have just dressed in some outfit. Do the Mrs. Doubtfire where I'm like, yeah, running back. Yeah, hang on, let me go get it. Change, come back out. We can never get them to do an interview together. Oh, they hate each other. That's the, yeah, that's the story. You took his home. Okay, so you sold Jacob's Well. Sold Jacob's Well. I started working with you, for you. For the first time, we had a production company among other things, but I was mainly doing video production. So a lot of ads for companies. We did some website design for a couple years. From there, I started my remote work career for a company in California. Disc golf company, making content for them. A lot of these things are, I'm making something, somebody sees it, and somebody calls me and says, can you make this for us? I've had a really privileged work history. That kid at 19 who didn't have a lot of goals and aspirations when he dropped out of college remains largely unchanged. I am aware that I'm speaking to my current employer. But here's why that's okay. For you to keep giving me money. No, I've come to grips with that at this point. I think it's okay that I don't have any world building. There's not a domination bone in my body, and you can quote me on that. Got it. That's the clip. Got the x-ray to prove it. I'm not into domination. Um, I just, wherever I'm at, I just want to make stuff. And I have learned over a couple decades how to do that for business, which we can chat more about. But I guess to continue to connect the dots, DGA, remote, then I did a year as a foundation repair consultant. That was weird, if you know me. Not a lot of content opportunities, there were a lot of content opportunities. But after, I was so glad to get out of the content creation game for a while, but after eight months, I started making videos for this company, not being paid to, not because I wanted a promotion, just because of who I am. Yeah, can't help yourself. Can't help myself. And then another disc golf company, and then you. Yeah. Again, so. Doing content the whole way. Yeah. Yep, content the whole way. That's been the only consistent part of my story, is that I'm always making something. And probably the biggest change, besides you did it at Jake as well, but now transitioning into Killer Growth, then we'll go Kindness Mob. Yeah. You're also, it's a little bit different. You're dealing directly with a team that you're managing as well. So you're making stuff, but probably at least majority of what you do, or half of what you do, is also managing people who make stuff. That's kind of new. Yeah. Yeah, that is. There's always been kind of like the day job part of my work, and then like the creative part. Yeah. And sometimes they've blurred more than other times. So Jake as well, I'm running a team who's running a restaurant, and then I'm doing our ads. You know, this, we have a team who's making stuff that I'm directing on how to make stuff, like you said. Yeah, that's interesting. Yeah. Then we'll jump into Kindness Mob. We're not gonna talk about Killer Growth. Great. We're gonna talk about Kindness Mob. Thank God. So then you started a, so give us that story, because that was three years ago. So now we're gonna go back in time, because you skipped it. Yeah. Three years, I think it's three years ago. On the nose, yeah. On the nose. Three years ago, a couple weeks, we had our anniversary. We'll do the easiest way to say this. I've always had like a, there's a work thing, and then maybe like a side. Yeah. There's like a side thing. And sometimes, again, those can get blurred, but like I did disc golf comedy for a while, right? Like that was not part of my job, but I had this channel where I'm making fun of- Is that channel still active, by the way? Disc golf videos, yeah? It is, okay. I tried last year as my New Year's resolution to like, I'm gonna make 12 videos and see if there's any interest. There wasn't. From you or the people on the channel? Like, you didn't make the 12 videos? Yeah, no, I made them, but I just wasn't interested. I'm interested in making 12 videos. Yeah, I was just like, I don't even wanna be here. No, that has well and truly died. Okay, gotcha. So it's just a chapter in my memory at this point. The kindness mob was just another in a series of things. I actually think about this when I think of you in business. Yeah. And tell me if this sounds familiar, but you feel kind of like compelled to do something if you feel like it's a good enough idea. And I've always thought of myself as not, you know, like driven business-wise. I don't wanna start companies, you know? I don't wanna, but then I think about the creative side. I'm like, well, I actually am kind of like that. Yeah. And it's the same thing when I see you have a great business idea, you just kind of feel like somebody needs to do this. Nobody's doing it this way. We should. And I don't know what that is, but. I think I was gonna make a joke about looking in a mirror and get all theatrical, but I just don't have the energy. Go for it. You wanna try it? Yeah, do. It's like I'm looking in a mirror. Oh, that was tough. I ruined that one. If I could have gone three more seconds, I think. By the way. Don't say it. That'd be clip five. Would've been. Is this cumulative? Like, do I need to get six on my own, or can I do five and he gets one? Yeah, I think that's fair. Okay. I mean, surely by accident, I'll get one. Come on, just something. No, I think when you have a passion and you love something, you want to improve and build on things, and you are a builder. It's just, it looks different. So you're just, you're a builder. You like looking at different pieces, and that's how humor works for you. You take a combination of things happening in real time, like known facts, combine them, and it's funny, or whatever that looks. I don't understand how humor works. No, that's a great way to say it. That whole creativity is just putting two existing ideas together. How to get an idea. Yeah, oh, is that what you're. We read that book together. Oh, yeah, yeah, yeah. Harmon Brothers class we went through. That's right. How to get an idea. I've read that book like three times. It's a great book. Wow, you're still. Not. I still have not got a good idea yet. Yeah, it's just not clear. But I know how to do it. Maybe fourth time. Maybe one more time. I just wasn't interested. I lost interest a couple weeks in. So the kindness mob came from an idea, so I'm January 1st, 2023. I'm just looking, I'm scrolling online, and I'm seeing all the negative comments, and it's really impressed on me. I can still remember pretty vividly the pattern of events where I'm seeing bandwagon hate on when you see a video that only has, it's like all negative comments. You're like, how did that start? And here's my theory anyway, is if a video gets one or three bad comments right out of the gate, no matter how many comments that video gets, they're gonna be negative. Like the first few comments. Momentum to negativity. Yeah, exactly. And I started to notice that momentum or that mob mentality in comment sections of contents. So you're seeing it coming together. It's coming together. So anyway, there's no opposite of that, and I put it away. And I thought, what if I had a mob of people to leave nice comments on videos? And start the momentum in a positive direction. And at the time, I was like, even if you had 10 people that could go with me every day to a different video, anybody who's made content, you know that you get two or three comments usually, right? Yeah. That's normal people results is a couple comments. Imagine if you got 10. That would be huge, you know? And positive. And 10 good comments. And then whatever comments, maybe that would help the algorithm. Maybe then you'd get more than you normally would. There's all these other benefits. I put my phone away. I told myself, don't do this to yourself again. I had like a two-hour loop of intense self-loathing. This is therapy, right? Yeah. Where I'm like, I'm so tired of having ideas, building websites, building logos, making channels, putting content out, and going through a two-week loop where you realize nobody else is as excited about the idea as me. And then you stop it. I've done that a lot. And so I told myself, just skip the two-week loop. Skip to two weeks from now when you realize nobody else is excited about this and save yourself a lot of energy. But it was like this really vivid moment of like, no, because this is good. And that's where you just are implying a really powerful statement, I think, that I just learned from. That's what I should do. That's what everybody should do is get past the honeymoon phase of the idea to rejection. And do I still wanna do it? Yeah. Yeah, that's, yeah. Yeah. Well, and a big part of it for me was like, all my previous ideas, a lot of them are, maybe it's a funny channel, or maybe it's humor. Yeah, maybe it's about- Because this whole comedy had legs. It was just a really niche category. So you maxed out what it could be pretty quickly. Yeah. Yeah. Yeah, so this is like, well, this isn't about me. This is like a win, win, win. I mean, this is a pretty wholesome, good thing. So if this did go, it would be something that I would really be happy to be behind. Posted one, nothing. So let's pause real quick for everybody that doesn't know what it is. So kindness mom, you posted it. What did you post? So the original idea is actually pretty darn close to what it is today. And I'm proud about that. I think that most of the time, I'm pretty precious about like not putting stuff out there until I feel really good about it myself. So I was able to pretty well form what I wanted it to be that first day, really. And then I think on the second or third, I posted it where I'm like, let me find a video and I'll duet it on TikTok and go comment that. I learned so much because they can see when you duet videos with them and I didn't know that. Oh, right. I wanted to be anonymous and they were the first ones that commented, thanks. I'm like, that's hilarious. I didn't think about that. Posted second video, nothing. Posted third video, nothing. But then the second video went viral. So like right out of the gate. And again, the video itself is you saying what? The first viral video is a lady's dog and there's music behind it, but that's all the video is. You found a gal's channel. Yeah, yep. Found a specific video. And it's me saying, hey, can you, I thought it'd be cool if everybody just went over and left nice comments on this video. It only has two. Oh, that's actually another interesting thing. It was so hard to find videos at first that didn't have comments because TikTok only shows you the really popular stuff. So I do remember that first one. I had to scroll for like an hour and then I had to start typing in hashtags. You have to exhaust the algorithm. It's like, we've got nothing left to show you. We're gonna show you some crappy stuff. Now, the Kindness Mobs algorithm is that. It's all like new videos and people who are doing nice stuff that don't have comments. But at that time, I had to look. This lady just posted a video of her dog. It's got two comments. I don't know if 10 or 20 people could comment on it. And then she got like 2,000 comments on the first one. So you find the account, you find the video, you put a video saying kind of why you wanna mob them or here's the video I wanna mob. Let's spread kindness. And then you tell them to go comment positively or give them a nice comment. And anonymously, hopefully. And then, yeah, talk about that. Then you want them to be anonymous. So how do you tell them to be anonymous? How do you tell all your people that are going to mob? When they go viral, it's like holding water. It works well. No matter how many times you tell them, if it goes viral, they'll find out. It's always delightful when they do and they come back. Some of the most faithful people who are mobbing with me now are people who got mobbed. And then found out. I had one lady who, weeks later, found us organically. And then she was purposely going back through all the other videos to participate because she just wanted to share the love. And she found herself like a couple weeks back. And it's like, oh, that's why I got all those. Oh, didn't know. Didn't know, yeah. What was that? So in that moment, I understand the, okay, everybody's being mean. Let's be nice. But when did the kindness mob name, was that before your first post, it was called the kindness mob? We had, I got the happy trolls and I had trolling positivity as a slogan. I was looking for a website for domain names and landed on kindness mob. I still, there's a big part of me that still likes happy trolls better. But I wanted kindness in the name. And I don't think kindness trolls was available. Yeah, all that, even the website was the first couple of days. And kindness mob together is ironic. I mean, in the context of what I think of a mob, I don't think of, I don't put the two together very often. Whenever a video goes viral is when I get the most true feedback because that's when it spreads past people who are following or excited about what you're doing. It's just total randoms in your comments and they're not filtered at all. And there's a lot of conversation about that. That's pretty fun. Like mob doesn't make sense to me or people will be like, oh, okay. So he's taking a bad word and he's trying to like reframe it. And I didn't think through any of that. Our slogan I did, I thought a lot about. That's been a whole other piece to this. So at the end of every video, we say kindness for everyone always, right? That's how I end every video. Have since day three or whatever. And it's been three years. And that motto, I mean, not to be cute has completely changed my outlook, like my worldview. Because when I thought of it, I really thought it was more cute and less possible. I didn't really think it could be done. But I don't know, it seemed like it made the most sense. It kind of captures what we're trying. Kindness always for everyone. Kindness for everyone always. Kindness for everyone always. Kindness always for everyone. That's great. Shoot. Dang it. Kindness for everyone always. Yeah. Love it. And then three years later, I have spent a really like so many hours grappling with that slogan. I'm so glad I chose it. So I don't know, I might lose you. No, you're good. But this is how I think about it. Like if you got zero to 100, right? Let's say kindness for everyone always is at 100. Like that's like someone who's perfect. I don't think anybody can do that. And more than that, at this point, I don't think anyone should do that. I do think there's, call it 10% of instances that kindness is not appropriate or, you know. Sure. There's, and you can think of a few, but there's a handful of instances where, yeah, it doesn't work there. But then from zero to 90, I got a hard look at where I'm at. And maybe I was at like 40. I mean, that was the shocking moment. Yeah. When I realized, oh my gosh, there is so, I could go so far further before I got to those can't be kind to them, you know? Yeah. Then I was like, and I don't know where I'm at now, but like, that's my goal. I just keep kind of inching forward. Solid 45. 45-ish. I give you, that 5% was so far. You're in the 10% now. And I just went back to 44. That's how slippery it is. It's really. That's a really good analogy. It's pervasive when there's all these underlying things not to get into too much, but I think all of us can think right now in our life of like, yeah, there's a people group or an organization or a sports team. You know, there's all these subsets of things where it's like, well, it's okay not to be kind to them. Right. You know? Yeah. But what if kindness for everyone always was the goal? Like, that's my challenge, I guess, to you guys is set that as your goal for a while and just move towards it. And you'll be like, oh, whoops. Like I could get a lot closer to that than I thought. And nothing bad happens, by the way. What a great posture to be in looking at life thinking maybe the majority of my interactions, my just everyday life, there is an opportunity to be kind instead of this, like every other person I meet, I'm gonna be at war with. And that's like how life just works, right? Let's start here. And that's better. Yeah. Instead of saying like, I bet I could be kind more often. And I'm gonna challenge myself to be kind majority of the time. Yeah. Start here. Measure it on interactions. And work backwards as opposed to starting guarded and I don't know. Right. And then working up to being. Yeah. Which takes a lot of trust and I know people get hurt and there's different contexts where people do that at different paces. Yeah. I think some people are more trusting than others or have a background where they can experience that. But I also know when, I mean, we both have had this. I've had experiences where I've been nice to someone who's been really mean to me. Just had an example of that yesterday. Sorry. I'm sorry. I'm working. Just move back to 45, baby. Up one. Yay! But when you choose to be kind, when someone chooses to be mean, I feel pretty good after that. Oh. When I take that high road and decide that I'm not gonna escalate this. I'm going to treat this person. Yep. I'm gonna be kind. I've got nothing to prove to this person. Yep. They are definitely sad and have bigger problems. You know? Yeah. When you start getting that posture, not in a judgy way. Just a, I'm just gonna be kind and hopefully that leaves an impact. If I just fire back and do the same thing they're doing, right back to them. Yep. Is that gonna do anything good? Like, I don't wanna get into the politics of it. I'm just talking at the dinner table and with friends and just start there with friends and family. And then you do that and take that into the world. And it doesn't mean you shouldn't debate, but do it in a nice way. That's, see, I wanna talk about what it does for us, but first I wanted to touch on exactly that. The wisdom, the strategy behind kindness. I think a lot of people would look at the kindness mom and be like, okay, hippies. That doesn't work in the real world. They think we're just all floating around on clouds and hugging everybody. Kindness isn't walking into an alley with somebody in the middle of the night. Kindness isn't blindly letting someone harm you over and over if you have a toxic relationship. Kindness isn't, right? Yeah. But let's start with kindness and then be smart. Yeah. Right from there. And then this is the part that I didn't see coming. This is for us. I've changed a ton, but I keep seeing that in comments. Almost every single video that I post, people report or message back to me what it's doing for them. People that are participating, they're part of kindness mob, mobbing people with kindness. The mobsters. Yes, the mobsters. You do it for more than a week and they come back and they message me and they say, this is changing me. Even if it takes two or three minutes every day to go and do this, just that, this is not anything new, but just daily scheduled acts of kindness and being otherly starts to change. And so here's the other thing. Now, here's the crazy part about the kindness mob. Kindness for everyone always. So we're going to mob people that there's no way we could, but we're gonna mob everybody. So we're gonna mob people that don't look like you, that don't talk like you, that don't believe like you, right? And that makes a lot of people uncomfortable. And that's part of that zero to 90. You got to decide for yourself, do you have anything kind you can say to somebody who you think believes completely differently? Let's call it politics. So if we mob a liberal and you're a hardcore conservative, do you have anything kind that you can say to them? And vice versa, if we go mob MAGA, TikTok account, do you have something kind? And we have people drop out. We have people that are like, I can't do this one. And I'm like, everybody's on their own journey with this. But that's part of the beautiful moment. Dude, I had this guy, oh my gosh, I don't want to stereotype him, but this big, burly, bearded, Oakley's guy, who when we mobbed, I can't even remember who we mobbed, but let's just say they're on opposite ends of a spectrum. And he came back and said, his comment was the most beautiful comment we've gotten in three years. He said, I told myself I couldn't do this one. I put the phone down. He's like, I thought about it. I came back, I went over there. And he's like, I challenged myself to think of something. And he said, I left a nice comment. And he's like, and it changed me. And I'm looking at this guy, that's the most beautiful comment. Because I went to his channel and I'm like, this guy said something nice to this guy? Like, shocking. Yeah. That's powerful, man. Yeah, it was a good moment. Also, the best moment that I've had personally in this for three years is when Tanner Smith from Love on the Spectrum. That's literally one of my questions for you, so let's go. What was the biggest moment for the channel for you personally? Oh yeah, that's it. I don't remember what mob it was, but all of a sudden, Tanner with the tism, blue check mark, I'm like, no way. This is the guy. Love on the Spectrum. I went to check. So Netflix has a show called Love on the Spectrum, which is a dating show for people that are on the autism spectrum. And Tanner has been, I mean, he's a crowd favorite, so he's an easy favorite. But our families, anytime he's on the screen, it's like, guys, Tanner, so wholesome. And he's in our comments. So I had to go check, and I'm like texting Molly all these screenshots with cuss words, like, Tanner, everybody stay calm. And then I responded, and I'm like, surely, people with millions of followers, that's just a one-time comment, and then he's gone. And then he's responding, and then I'm messaging. I'm like, I'm messaging Tanner with the tism. He was like, no, no, no, of course, this is the type of movement that I want to be behind. And he's reposted 10 of our videos since then and commented on a few. He'll go to the people we mob, and he'll comment on their video, and then it's the same sort of fallout. Oh, man. Somebody with 500 followers that got two comments, but all of a sudden, you got 100 people, and a famous celebrity is in there. That was fun. So you have 224,000 followers now. Yep. When I talked to you at the beginning of the year, I think you were giving it one more go, beginning of 25, if I remember right, there was a moment, again, where you were just, you kinda, you had a gap in posting, because the goal was post every day. Yep. And I think it just sunk. Interest waned, and I lost it for six to eight months in the middle of that three years. Yep. And came back, and. Came back, I said, let's see if there's any interest. I posted two or three, and there was not. Yep. And so I dropped it again for about another two months. This is content creation, by the way. This is a real world example of somebody who has a job, other interests, other things going on, but just kind of still think it's a good idea. Right. And don't wanna let it die. And then, so the second time in 25, which was September. Okay. That I posted again, like. And at that point, you were only at. How many followers? Not even 30,000. Yeah. We had really grinded, because we got 10 to 15 out of the gate, essentially. And then a year of pretty consistent posting got us to 25. And then, yeah, I only posted two or three times in September, and they just exploded. Yeah. I mean, unlike any, so millions of views, versus before hundreds of thousand were our biggest videos. And it was like, it was a party. For three weeks, there's like five to 10,000 new followers every day. Well, I remember it was, it hit another rocket from his introduction. Wow, I just blanked on. Tanner. Tanner. Yeah. And I was at your house, actually, when that had just happened. You were still having. You were at my house for 100, right? Yeah, the 100,000. Yeah. Which then, like, I just check, and I check, and every time I look at it, it's up like 20,000 more. It started compounding crazy. Has it? Yeah, it went like that. So I will be completely honest, it's really hard to make right now. Because over the last three weeks, it's gone down. Does that kill your motivation when the follower momentum. Absolutely, it does. Yeah. Absolutely, it does. It's a party, and all these people are participating and commenting and sharing. And I'm like, I'm building infrastructure, and we've got volunteers that are coming in, and we're working on the website, and blah, blah, blah. And then you go more than like a week. And as a creator, that's why I empathize with everybody we mob. I'm like, I get how hard this is. You go a week where there's no interest, and you're just like, should I even do this anymore? You, over the holidays, tough. Yeah. I mean, it's just a weird time, I think, in general, from December 15th to January 15th. It's just always an odd time with everything going on. So there's that, maybe, maybe. No, 100%. But yeah, so what habit have you created to stay true to this? You lasted two weeks in college, right? Then you get a real job. Obviously, you built what I call for ADHD personalities. I don't call it this. My therapist called it this, triggers to action. Okay. So you've obviously built habits, which in our world is called a trigger to action, is build those in your life, and that's how you can be more functional when you have a brain like yours that is. I need to get that. That sounds really nice. Yeah, right, right. But yeah, what does that look like? You have them subconsciously. You don't know you have them, but is there, what keeps you going? Is there any habits, or have you simplified a process? Do you have something you say to yourself when you're doing it? Because I know how exhausting it is just to post once a day on content that's already made is exhausting. Yeah, yeah, I do. I look at the screenshots of the people that, and it's probably worth backing up a little bit. The infrastructure for two years was me. People would send me messages, and I would have to wade through all those and pick out somebody. But since September, I have a team of about 10 people who go through. I have one guy, Nick. Thank you so much, by the way, if you're watching this. Nick's put in 600 hours on the back end of the kindness mob. The nominating system, just everything that goes into. The nominating system is huge because it got to the point where I just can't see all the nominations coming in. So, yeah, unless I wanted to literally live on my phone, I can't see every nomination, and that breaks my heart. Like, there's some, everybody deserves to do it. Man, sorry for all the rabbit trails. I do wanna say this before I move on because I've been talking to the mods about this who are like, can we start doing two, three, five mobs a day? Can we do more? I'm like, guys, the kindness mob does not exist to show kindness to everyone in the world because that's impossible. The kindness mob exists to show the world what it's like when we're kind to everyone, right? So we do one a day, which if you get 20 to 200 nominations a day, that's a failing system out of the gate unless this is a symbolic act, right? Right. We're not trying to keep up there, but yeah, Nick built this infrastructure where every single nomination is going into basically like a round one, and they're categorized by what type they are. That's cool. Yeah, and so then you got these 10 different moderators who go through all of round one with a lot of conversation with me about kind of what we're looking for, right? And we'll nominate from round one up to round two, which is where I'll see them for the first time. Yeah. So any given day, there's about 40 in round two. But you're still filming, editing, and posting, correct? Yep. So that's awesome though to have that back in support of just, I mean, just to be able to not go look for an account. Yeah. First of all, just to have outside people nominating people, it's a huge efficiency. And then having a group of 10 individuals that are seeing everything is cool. Yeah, they all get seen now. So that's a big weight off of me. Yeah, I will download the card from the nomination that Nick has built. I'll go to the channel and take screenshots. I'll make the video. So then I think we're back to the highway of the original question here, which was trigger, or what am I thinking? Yeah, yeah, essentially like that day, you just don't wanna make that video and post it because you're doing it like in, I don't know how far ahead you get, but you're a busy guy. I've never been more than a day. And it's hard to get more than a day ahead too, because a lot of people post five videos in a day. So I've got a screenshot of, hey, go mob this video. Right. Well, if it's buried, it gets a lot more confusing. And your screenshot's not up to date so they could see the wrong thumbnail. That makes sense. No, usually doing it day of. And my motivation is, well, there are a lot of variables I can cut out if I'm having a day. I can not do the faithful five challenge at the end. I can simplify the graphics. I can not do a opening and a closing shot and just do green screen over a screenshot the whole time. So I can kind of back it down. And the people that have done it long enough, I'll start getting like nice messages when I post a simple video. Hey guys, saw this awesome account. Let's all go mob them. Thanks for your help. See you tomorrow. Kindness for everyone always. Are you okay? You know, like I know you're going through a lot. Like we see you, you're doing a good job. I mean, you just threw off thousands of people's routine. You know, it's kind of like, it's always this way. It's always, ah, what? Yeah, it's beautiful. And the people that are doing this every day are some of the most beautiful people. If you can imagine how good TikTok's algorithm is, they're the people who already have, they're looking for kindness channels or a lot of them are running kindness channels themselves. Right? So those are the people that it shows my channel to. So many Canadians, by the way. So many Canadians. Canadians are really working on being kind. And TikTok just cut out Canada from- For like new users? No, from like monetization. So any views in Canada don't count for your channel's monetization, which is like, oh, come on. Those are my people. So on that note, describe that tension between views, followers reached and the actual impact on kindness. That tension and pull, because to me those are, they both work together. They're both accomplishing the same thing, but I'm sure there's times where what you just said, the followers start dropping, the activity drops. You start feeling like it's, how much of you like gets tempted to think about that versus just the impact of, you know, 20 comments sent somewhere is an impact on kindness. That'd be hard with your background of building funny videos and, you know, like trying to be an entertainer, because this is a movement. By the way, they don't give a crap about that. I tried to make some funny ones early on. They did not go well. Yeah, these people are like, we're here to get some stuff done, Tyler, focus. This is not a funny outlet for me, like at all. The live streams are, but not the videos, which is great. By the way, was that, I'm sure you've grown in your kindness, whatever barometer, whatever you wanna call that. I'm sure you've had growth in that. Yeah, yeah, 100%. You said it right in that, which is that my North Star is the original vision. I was so convinced that if I had 10 people with me that could go every day, like we could make a huge impact. Because right now, by the way, I do keep track of all the data, and Nick has helped me with that. We're averaging around 650 comments per mob. So when we mob somebody. 600 some people go and comment, because you tell them to. Yeah, that's the average. So obviously how that works in real life is most of the time it's 50 to 100 comments. Still a lot. But then you'll have one that gets 3,000 comments. How cool. My North Star, 10 people, 10 comments. So when we get, like yesterday's, I think got 100 comments, and I was a little sad. Like I wanted more comments for Lorna, because she's so amazing. Because you want it for the. And I've seen, you know. What do you call the person you're? The mobby. The mobby. Yeah, usually. I've seen what it can do. So we got 100, and I'm kind of sad. So I've said this to myself thousands of times. Every time that I get something that's less than whatever, and I'm sad about it, it's like, you know what? That is 10 times more than I was originally convinced would be an amazing number. And every single time we get 50 comments, that person's life is changed. I have to keep reminding myself of that, because I have the curse of knowledge with seeing the thousands. And those 50 to 600 people that made the comment are all changing too. Like on both sides. That's cool. I never thought about it that way. Just try and daily get my head out of that. Trying not to think about what it could be, and just looking at what was. 50 people said something nice to this person, and they freaked out. They were so happy. They made a thank you video in the next one. Yeah, it's powerful. All right, last question, for the sake of time. I think the last question should just be simply, if someone wants to start something, they wanna start a movement, they wanna spread goodness in social media as a context, what's your one piece of advice or an uncomfortable truth they need to face before, yeah, in the three years, what's your advice for someone wanting to do good online? Steal our model, if you want to use that. I've had people from all over the world ask me if they can do something similar, and I'm like, don't do similar. Don't use my name or my logo. But aside from that, do everything else the same if you want to. Like this works, and we need more of this. So I'm not possessive of this particular kindness workflow, right? I didn't invent kindness, but this putting together of two ideas maybe. If you are thinking about doing something to make the world better, do it today and do it messy, and change it as you go, but just do it. And don't be too hard on yourself about the results at first. If you can impact one person, it's so cliche. It is, but your 10 people resonated. I wanna make jokes about it, but it's pretty dang good. Maybe make a thing. Maybe it's not a, if I can change one person for the better, maybe your thing is if I can change five people with this thing. Something realistic, but also impactful enough to you. And then be brave enough later on to hold to whatever that is. To not make changes as you need to, but try not to lose that. Try not to let your expectations get so out of hand that you can't remember that original feeling and stay true to that. It's really good. You're awesome. Everybody go follow the kindness mob. Go spread some kindness. I've done it, I believe, twice. And are you changed? I am changed. Obviously my barometer's not moved much because I've only done it twice. So I need to be amongst that herd of 100 to 600. But yeah, you're awesome. Keep it up. Appreciate what you're doing. We'll do, if you guys go, we'll all post this on my channel and we'll make today's Mob, Mobbing the Killer Growth podcast. There you go. That'd be fun. Because you just started a TikTok channel like this last week. Oh, that's right. Yeah, we haven't done a post yet. You got like zero followers. I know. This would be a good one for them. Perfect. Sweet. Thanks, brother. Appreciate ya. What? Six. That was number six. Five. Oh, yeah, yeah, yeah. Full circle.