The First Influencer: Exploring Paris Hilton’s Journey from Icon to Entrepreneur with Krystal Hauserman, Chief Marketing Officer of 11:11 Media

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I think the question of slowing down, breathing and also not losing, you know, the work is fantastic. I'm inspired by the work. I'm inspired by the people I get to work with and the brands that come to the table and the amazing stuff we get to do. But I think always, never lose yourself, never lose time with your family and never lose time with your chosen family, AKA your friends and your dog. Right. I just really think like well rounded people are what is going to create breakthrough work.

To thrive in a rapidly evolving landscape, brands must move at an ever increasing pace. I'm Matt Britton, founder and CEO of Suzy. Join me and key industry leaders as we dive deep into the shifting consumer trends within their industry, why it matters now, and how you can keep up. Welcome to the Speed of Cult. Today we're going to be speaking with Crystal Hauserman, Chief marketing officer at 1111 Media. Crystal was recently named to the 2023 Forbes Entrepreneurial CMO list. It's a pleasure to have you here. Thanks so much for taking the time.

Yeah, thank you so much for having me.

Absolutely. So, Crystal, it's interesting you got your start in your career, you know, in the legal field as an entertainment attorney.

Totally random, right?

Yeah. So how did it. I don't know if it's random or sort of something that's predictive of where you are today. Probably a little bit of both. But what led you to that decision?

Yeah, you know, when you look back it makes sense. But at the time and that's. We'll get to that later. But yeah, you know, I grew up in Oklahoma, and I always had an obsession with movies and storytelling and art, and I wanted a major in movie making when I was a kid. But of course, I had the very practical parents who were like, what are you going to do with that?

Right, right.

So I went to law school out in Los Angeles and graduated and got the big snazzy law firm job and worked at, you know, kind of a blue chip firm in Century City, and at the ripe age of 26, realized that's not what I wanted to do with my life. Can you. Can you believe it? I think I always chalk it up. And this is probably indicative of my future career path. I said I wanted to make art, not war. And I think, you know, I was a trial lawyer, and while it gave me great training in terms of preparedness and results and measured with results, and always come in with a plan, and I think those skills definitely show up in what I do now.

Sure.

I think I just didn't want, on the daily basis to be arguing over who is going to switch money between whom. Right. And so had that revelation that I really wanted to follow back to my original plan of a more creative and expressive endeavor and put fun things out in the world, and the rest is history.

Yeah. So. So then you moved over to the entertainment world directly and was working more in the. In the marketing and media side of things. So how was that transition? And did, you know right away it was the right move for you?

Oh, yeah. And I think, you know, it's one of the things I do a lot of mentorship. Even as busy as I am, I always feel like spending that time to help those that are kind of where I was 15 years ago is so important. And look, it wasn't. The transition isn't always easy. Right. You kind of go in and talk to people. And I had lots of connections across entertainment and at studios and production companies. And these were the days before. Before Zoom, Matt. Can you imagine? And so if you wanted to do a networking call, you had to get in your car, drive someplace, pay for parking that you probably couldn't afford, sitting in a lot of traffic, sitting in their office to walk in, and they'd be like, oh, you're a lawyer. What do you do here? At my. At my studio. Right. And so I did a lot of that for, you know, a couple years. Right. And I'll always credit who I was actually talking to this morning. Rosanna. She was over at a company called Full Screen. And a friend of a friend put me in Touch and, you know, had a meeting with her. She was in the legal department. So it shows you, you can kind of make your entree any way you can. And you know, I said, look, I really, I want to flex in marketing. That's what I studied in undergrad. It's what I'm really good at. Great with clients, great with creative. And she was like, huh, you know, there's a role. Let me introduce you to a friend of mine. He's hiring for his team and the rest is history. So I went up, went up there. Beau Bryant, always give him credit for giving me my kind of break in that world. And became the head of marketing at a company called Full Screen, which was really one of the first creator driven businesses started by founder George Trompolis, who was the architect of the YouTube Monetization Program for creators. So where we are, I always, all of us who are part of that Full Screen ride kind of are looking where the market is now when everybody, that's all people are talking about. Creator economy, Creators, creator, the creator economy. And man George, we are such a visionary. You know, he started that company 10, over 10 years ago. So we were kind of ahead, we were ahead of our time a little early, but it was a great ride. And I met some of the most brilliant people and we've all now gone on to different companies and it's just really a phenomenal, you know, springboard.

Yeah. And speaking of the creator economy, you know, where do you think we are today in that cycle? Because part of me feels like it's oversaturated and everybody's a creator and it's like there's more creators than consumers. And sometimes at some points when you look at it at the same time, people are not watching linear television, they're staring at their phones all day. That's where the content comes from. You know, in terms of the adoption cycle, both by brands and by consumers, where do you think we are overall?

Matt, you nailed it. Like Gen Z and even more Gen Alpha. They're not watching tv, they're on those phones. They pick them up at the time they come out of the womb. I think knowing how to swipe and scroll and look, brands have gotten the mem. Okay, so if you go, go on TikTok, go on, you know, IG and snap even like, you know, the brands have, have gotten where the consumer is. And so I think we're at the weight, we're at the top of it. Right. I think, you know, look at passable where we are today. And a Company like influential. Who's here? And I was talking to Chris and Ryan yesterday, who are the, you know, the founders of the company, and it's only blowing. It's only exploding. Right. And the definition of who is influential or a creator is vast. Right. It's not just that YouTuber. It is, you know, the niche, Dom. It's the person that's into fashion or social good or filmmaking.

Shuna could be a bot and not even a real person. It's an influencer.

Those exist already. You know, I look at my, you know, my buddies at redbrood who built Lil Miquela, like, how many years ago now, the first digital influencer, I think I don't know what her following's up to now.

Compare that with generative AI, and it's pretty scary on where it could all go.

Yes, we'll talk a little bit more about AI. I think there's beautiful applications and things that we can. That will open up doors. But with great power comes great responsibility. Is that a quote from Star Wars?

I think, yeah, absolutely. Yeah. I mean, I agree with you. And I do think that sometimes, you know, I think influencers and what that means could get ahead of itself. And people try to cater to the masses and grow an audience, and over time, they take on every brand and they lose their actual community. So that's sort of the risk with all this.

Nailed it. Nailed it. I think, look, there's a. With every. As with everything in life, Matt, like, you know, there's a path you can go if you're just shilling out for every brand on the planet. Gen Z and Jill Knoffa are too flipping smart for that. Right. And I think picking.

Really. They'll see right through it.

Yeah, they'll see right through it. And I think picking authentic collaborations that are true to the person that people are really passionate about. This isn't rocket science. Like, people really understand that. The brands that really get that and who also let creators create, you'd be surprised. You know, in my career over the last 15 years, you know, these big brands will go out and they say we've gotta be working with creators. And we'll go out and we'll cast the most perfect creators for, you know, whether it's a commercial spot or something else. And then they want to give them scripts and they want to totally control the creative.

Well, they need to do this. Everything that got them there to begin with.

Exactly. And so I think that's probably the key. Or that one of the big takeaways out of this is like, you know, and look, the most savvy brand marketers, a lot of my peers, like, they totally get this, but it's like really stepping out of the way within, obviously, brand safety limits of letting those creatives really fly. And so I think is just the key to doing it. To doing it right.

Absolutely. So full screen, as you mentioned, you worked there for three or four years, and they were acquired by WarnerMedia. And then you stuck around at Warner for a little bit and then ultimately decided to leave. What was the experience of being at, you know, startupy small company and all of a sudden seeing yourselves within Warner? How did that change the culture and. And your role overall?

It was cool. Look, we. Yeah, we were part of the big merger back in 2020 at the height of the pandemic. So, man, there was a lot of stuff going on. Right. Through restructuring and acquisitions and a gigantic merger that had been hung up for a couple of years, but finally coming to the table and being not just the scrappy digital startup, but then getting to work across the whole portfolio corner, where it was like we were suddenly on calls with the folks from cnn, with the folks from HBO Max, Rest in Peace, AKA now the Artist, formerly HBO Max, I think we're Max now, and all these just amazing brands. And so we ended up like, look, you have more resources, you have more collaborators, you have more opportunity. And so we did some really, what the kids would say, banger activations and things for hbo for really cool things at Sundance to celebrate a lot of the theatrical releases that were coming out. So it was really great to take what we knew and had learned over so many years at full screen of taking the power of creators to really support business and drive commerce. And it was a. It was a heck of a ride.

Absolutely.

Yeah.

And then last year, you joined the role that you're currently at, which is CMO of 1111 Media. Tell us a little bit about 1111 and what excites you about this opportunity.

Absolutely. So a friend of a friend knows. You know, it's funny, the, as you mentioned, the Forbes entrepreneurial CMO thing came out today, and he was like, you're so entrepreneurial and, like, you get to try these things. And he's like, you just love these environments where there's no rule book. Right, right. And you just get a. Like, if you're let to go and play, like, you could do, like, extraordinary.

Stuff, not bound by the corporate shackles, so to speak.

Exactly, exactly. You see where I'm going with this, Matt? So he said, you should go talk to Paris. And I was like, okay, to Paris Hilton? Yes, to Paris Hilton. I was like random. But I had been, you know, I'd been in the Clubhouse kind of soar. Rest in peace Clubhouse. No, I know Clubhouse is still around and I love the platform and it was so innovative at the time. I spent a hell of a much two time there in the. But that's kind of what I had started to notice about Paris. She was like hanging in Clubhouse and talking about her investments, talking about the metaverse and web3. And so I kind of had my impression of her wasn't from 20 years ago. It was like this new modern Paris. And so when he said, I was like, well, that's really interesting. And so I went over and talked to Bruce Gersh over there, who's the co founder of 1111 with Paris and eventually met Paris and just listening to their vision. And it's a big one, right? Taking. And it's actually what I'm speaking about at Possible Tomorrow. How do you take such an iconic person and build it into this multifaceted brand? Now she's done a heck of a good job over the past 20 years doing that herself, but really in ways.

That people don't even realize.

In ways that people don't even realize. And so I think that's what I immediately got it when I went to go meet with her. And just the breadth of everything that we do. You know, we're a full fledged media and consumer products company. So film, television, audio, through our deal with iHeart, three different podcasts that we're doing right now with a new one to be announced soon. I'm very excited. Consumer product. We had 19 different product lines last year. We're the number consumer products. Oh my gosh. We're the number one new cookware collection on Amazon Tracksuits fragrance. She sold $4 billion in fragrance alone over the past 20 years. We're about to release, we'll release our 30th at the top of next year with more products coming, obviously. All our forays into Roblox and Sandbox, AKA the Metaverse, our gaming platforms and then all our brand partnerships, you know, we do really trailblazing work. And she was the first influencer, I like to call her not just an influencer. She's influential to understand, like how to really come to the table and create things that resonate with an audience that move and inspire them to engage and to purchase.

So when you talk about, I mean, the cookware example kind of surprised me. A little bit. So when you talk about the number one cookware brand on Amazon, what goes into a decision like that? You know, what's the connection between that and 11 and 11? Is there like consumer research that goes into it first and how do you produce and roll out a product like that? And is that part of your everyday role?

Absolutely. So look, the cookware, the cookware launch is really, really exciting and I think you hit on something that's kind of the hallmark of 1111 and that we test and learn a lot across.

You'd have to. You can't just roll out a cookware brand and have it be number one without.

Exactly. And so look, we, we have a really great partner in Epica and they do all kinds of product launches all around the world. And so they're, you know, they're our partner in that endeavor and they're fantastic, the team over there. And you know, Paris is a lifelong passion for cooking. Did a show called Cooking with Paris and just based on the fan reaction and success of that show became kind of a no brainer. People were asking like, well, I want some Paris style cookware. Right. You know, you see the normal black and white steel potless pots and pans and can we make some things that are quintessentially her? So if you see the line, it's you know, eggshell color and pink of course, but really cool designs. And the Epica team did such a great job in collaboration with Paris Vision for the line. And so it's constantly on display in the kitchen and it's just beautiful. It's beautiful stuff and it's high quality and it's at a really fair price point. I think it's right now sub $100. And so when get a five, six piece set, super functional and cute, like it just is a no brainer.

Yeah, but that's a whole different business line than, than producing film or podcast. Etc. So how does that manifest to your role? Because it sounds like essentially it's an entrepreneurial conglomerate where you're just churning out different business ideas. You know that that model is ripe with challenges because you're not going deep and focusing on one thing. You're doing many different things. So I'd imagine for you you have to wear a lot of different hats and you know, how do you juggle that relative to maybe some roles you had in the past was far more focused.

Exactly. Look, we have a killer team. Number one, like nobody is an island in these sorts of roles. And so look, you're right, right. We Work with amazing licensing partners. That's number one. Right. So there. The collaboration is there. And, you know, our head of licensing, brand partnerships, you know, it's. You know, we have a whole team that comes in and talks with all our partners, making sure we're understanding their goals and delivering for them. We have our head of Web3 and Metaverse. Right. She's a fantastic strategist, a former Deloitte who, you know, she's my right hand, Cynthia Miller, Brain On. You know, the brands like l' Oreal's Urban Decay and others that come to us and say, we want to get into the Metaverse and we want to do it in an authentic way, and you guys are there. So I think it's. Look, it's. It's entrepreneurial is absolutely what it is. Right. It is testing. It's a. It's a bunch of different businesses and ideas. And this year, what you'll see in a couple months is we're going hard into music. There'll be a big announcement not to scoop ourselves on Wednesday, but really going there. Right. And there's nothing more at the epicenter of pop culture probably than music. So we're going there. We just had our book released March 14. It's now its fifth consecutive week on the New York Times bestseller list. So, yeah, I mean, we're in everything. True media company, but multifaceted. But it's not an outlier. Right. Look, you know, Rock the Bells, LL's company, Kevin Hart, same heartbeat. We have Heartbeat. Issa Rae. Yeah, you know, it is. This is. This is a model. I had a dinner last night.

LeBron James, Kevin. Kevin Durant. His own company boardroom.

I had dinner with Roberto last night from Pitbull 305.

Why is that? Do you think that's the future where. Because, you know, I wrote about my book years ago, Youth Nation, where I talked about, brands are people, people are brands, and Paris Hilton has definitely built herself as a brand, and now she's essentially parlaying or leveraging that brand into a conglomerate. Do you think this is the path moving forward where it's driven by individuals and their Persona and that becomes essentially, since they have the audience.

Sure.

And the platform they can build from. Like, do you see this being something with staying power?

Absolutely. Look, I think stars that have reached.

Kim Kardashian is another one, obviously.

Exactly.

And Kylie and the whole thing.

Yeah, absolutely. Look, there are certain traditional Hollywood stars that kind of do their thing and they take their, you know, movie money and kind of go off into the Sunset. He doesn't have a form of, you know, but I think those who have, you know, different ambition to kind of grow a business out of that are following this kind of multifaceted path, whether it is, you know, media project, you know, hello sunshine. That's another, you know, Reese's company. Like, it's another example of, I think it's a natural progression to kind of an art, maybe an artist that starts out in their career and is kind of the center with the camera focused on them proverbially, who then want to turn it out. And based on, you know, the things that they've learned in terms of creativity, I think it's a natural, you know, progression to the next level. They have such savvy. That's the thing that strikes.

But it strikes for everyone.

No, but it's the thing that strikes me about Paris all the time is that she's so smart and she totally gets like you. We bring her to brand meetings and brainstorm. She knows, she knows, she knows the angle, you know, she knows how to break through and the cut through. And she has fantastic ideas from a creative perspective. And I think one of the things you mention mentioned of all those people, the athletes included, is like this relentless focus for, you know, achievement and greatness and creativity. And so I think that they're entrepreneurs and so I think it's natural that they're building these entrepreneurs with a platform.

And with reach is the biggest difference.

Exactly. And so it's kind of a non.

Braineris in day to day operations.

Incredibly, incredibly. Like, look, she, we were all hired by Paris, right? And you know, I talk to her daily. You know, she's, she's the prover, I call her the, the creative life force. Told us you're the creative life force of this team. You know, she is the heart of what we do, who we do it with and why. You know, she built this company with the vision of bringing sparking joy and inspiration and really elevating women and girls. And that's a lot of.

She does a great job of that. I can tell you firsthand as a father of an 18 year old that she really inspires a lot of young women to want to be them best sellers and to be entrepreneurs and, and feel like it's possible. And if you compare that with the celebrity of 20 years ago, that certainly wasn't what was in people's minds. So does she understand, I guess that the responsibility that comes with that, because I think it's pretty transformational.

Yeah, 100%. And you can look good by doing it. I think that's the thing we talk about is, you know, earlier in her career she talks about walking to rooms where she was in, you know, really male dominated rooms and being underestimated.

Right.

You know, you're talking about an entrepreneur with multibillion dollar company, the highest paid female DGA in the world and a bazillion other, the ultimate multi hyphenate. But because of the way she presents, you know, being underestimated.

Yeah.

And I think the world is now seeing thanks to the great work of 1111 and really the memoir and then the documentary that came out a couple years ago is kind of revealing the person behind the Persona or the real human behind the icon. And it's, you know, I'm really, we're just beyond elated. She actually is going to go to D.C. i believe it's next week with our head of impact to introduce bipartisan federal legislation really is to dismantle that troubled teen industry that was covered extensively both in the documentary and the book. And we've already changed laws in seven states to really try to put a dent in that in that industry. If you know much about it, it's pretty horrific. And the victims of it quite honestly aren't always kids from an affluent background.

But often it's just they don't always have a voice.

And it's also a huge funnel from the foster care system and people that are picked up at the border. And so we're really just proud and that's something that really motivates her. So you talked about responsibility. She intimately knows the responsibility that rests on her shoulders to pave the way.

Finding the right audience shouldn't feel like doom scrolling with Experian. It doesn't. Experian syndicated audiences help you reach holiday shoppers, car buyers and more across over 200 top platforms with over 2,400 pre built audiences. There's no more doom scrolling. It's audience targeting you can trust. Made simple. Learn more at experian.com adweek that's E-P-E-R-I-A-.com adweek.

Yeah, I mean I think it's interesting because there's two types of companies. There's companies that the large established, we'll call them sleepy legacy incumbents who really don't have a soul. Everyone there who's driving it, their whole goal is just not to get fired. And those are the companies that kind of languish over time. And then you have companies like this one where you have you Know, a powerful leader that has, you know, that has a platform and then she surrounds herself with people like yourself that like have deep domain expertise. And it's really incredible in this day and age where you can have a manufacturing partner and you can create content relatively easily and you have distribution, what can be achieved?

Right, right.

So it's fascinating. So let's talk a little bit about what you're seeing specifically in the marketing space. You know, we're here in south beach at the conference talking about really the future of the consumer as it relates to advertising, marketing, media, et cetera. What are some things that you have your eye on here in 2023 that are opportunities for you to leverage for all the brands that you're working on?

Oh my gosh. I just, I love coming to these, I love coming to these events and this is the first year and hat to Chris and the other Chris and everybody else that put this extraordinary event together hasn't even really kicked off yet and it's already, I can just tell.

You'Re already sitting across from me. So good start sitting across from me.

Started. I'm in it. I think what am I really excited about? I know live shopping is one area that I think is just going to explode this year.

You know, it's really took off in.

China and other markets really there. But I think we've only seen the beginning of it here. We're really, really excited about it.

So on TikTok, allowing people to connect the content with a commerce opportunity.

Exactly. And not having to drive. I mean a website feels so very web 2.0. It's putting people back to a website. And I think I love those advances in technology where you're just making it easier for people. And I think that's really cool.

Yeah. How many times does somebody watch a TV show or a movie and they're like, I like that couch, I like that lamp, I like that dress.

Exactly.

And it's just not even intuitive. Exactly.

Yeah, exactly. So that's something we're really excited about. And obviously continuing foray into the digital realm. Loyalty programs, token based loyalty programs I think is something really excited. I. Exciting.

On the blockchain.

On the blockchain. Right. So I think where, you know, NFT has kind of become a little bit of a scary word.

You know what so is.com when pets.com imploded in 2000.

Exactly.

So, you know, I look at the traditional innovation curve where all the media is talking about it gets over hype, the bubble burst, then the real work begins and then 10 years later it becomes part of. Because the consumer becomes ready. The applications meet where the consumer they are and then I think the blockchain that and probably NFTs will be there 100%. The people who are going to keep their head, put their head down, do the hard work, they're going to win. On the other side, we just, look.

I say we, but I think we just made it a little scary of going to market with, you know, in the relationship to crypto and things like that. And that consumer wasn't ready for the financial bubble too.

Yeah, consumers had too much money, didn't know what to do with it. They inflated the cost. It was the perfect storm for that.

Yeah, but the technology is game changing. I mean, look at what Starbucks has done with their program. And I think what whereas, you know, in the past loyalty programs are about, you know, kind of like collect points and I redeem them for, you know, free coffee or something. I think the bounds of consumer experience and engagement, not only do you own the data, which is lovely, but you know, your ability to create really bespoke experiences, unlock content, unlock irl, you know, engaging things with fans, which I absolutely love.

Paris been in that from the beginning. Right?

From the beginning. From the beginning. You know, we have the board ape.

She was one of the first celebrities who adopted that.

Yeah. So we, you know, she was mapping her avatar like I think like eight years ago. Right. And really, really, she was one of the founding beneficial donators for the LACMA's Female Digital Art Fund. And so has been really heavily involved. And I think again, that's kind of one of the signatures of 1111. What makes us so unique is you have, you know, this creative force at the helm who has never been afraid to try something new and always knew where the ball was going before anybo else. And so I just think it's so cool to be, you know, kind of, you know, helping her build towards the vision of what's new and next because boy, does she know.

Absolutely, absolutely. So let's shift gears here as we wrap up in terms of you and your career trajectory because you obviously seen the very exciting career starting at a law firm and now anywhere but. Right. And although, as you said earlier, a lot of what you learn there is still applicable today for some of our younger listeners on the Speed of Culture podcast, you talk about mentorship and how important that is, what some wisdom that you would impart just based upon your learnings in your nearly 20 year career thus far that you think other people would be well served in embracing so they could end up in a place where they're equally as excited about what they're doing.

I love this question. So I gotta tell you, my first plug is for a fantastic organization called Monday Night Mentorship started by Jabari Hearn and Julian Duncan a few years ago to help elevate early to mid stage career marketers of color. And they invited me to come be part of it. And I kind of said, is this room for me? And they said, we need you in this room because you are in a position of ability to make these changes. And I'll tell you, it's the most pivotal, it's the most honest thing anybody's ever told me and the most life changing thing. And so for the past three years, I probably meet at least five or six mentees from those I meet from that group a month. And some I've been doing this with for three years.

It's fantastic. It's probably so rewarding for you.

I love it, I love it. And by the way, I take just as much away from it in those conversations because boy, boy are these early and mid stage career marketers. They're so smart and they so get it. And I just wish. And so they ask me this often, like what? You know, the one thing I tell them, a lot of them, I would say patience isn't necessarily their strong suit. I think in marketing, people particularly, like, even the youngest amongst them, gosh, man, they're like, well, how do I get to where you are? And you know, you're talking about people that are like late 20s. And I just say, man, you know, the ride is rarely a straight arrow. Look at, look at my background.

And we hear that over and over again.

Oh my gosh.

But in this age of, you know, FOMO and everybody looking at everyone else on Instagram, stop it. You have a lot of impatient people that want it to happen right away and they don't understand that doesn't happen for anybody right away. Not even Paris.

Exactly 100%. And so I think, look, taking as much as you can from the experience and giving back as much as you can from every place you land, every team you land, I mean, from me, from the law firm, met incredible people there that I still talk to to this day that are now all at entertainment companies and brands. And I think being impeccable with your relationships, like the book says, you know, impeccable with your word, following through, doing the things, giving your time, I think is the most important thing. Never getting so, you know, to a Place where you're like, I don't have time to talk to people and I think going on and then just trusting, like when you're in the middle sometimes of that trajectory, you're looking back and you're like, this doesn't make sense. Or you might be in a role that's a, it's a bridge role. Right. It's something, it's, it's a friend of mine once said, you know, it's a stepping stone, not a tombstone.

Yeah.

And I love that. Right. You know, it's trusting that you're on the path and there's something to be taken from absolutely every scenario. And then kind of when you look back and I find this often in love and in life and relationships and everything, it makes a lot of sense when you look backwards, but sometimes it's hard to see it when you're in it. And I think, you know, do great work, be a great human, have everybody speak highly of you when you, when you show up until the day that you go. And I think that's just, just that's the way I try to live life.

Fantastic advice.

But you know, is that that profound?

I'm not sure it is to me. So I mean, to close out here, is there just taking all that in mind, is there one mantra that you like to live by that you often find yourself?

Matt, you know me too well, so I. Guilty is charged. I'm a 12 year veteran burning man woman, so I love mantras, breathing, yoga. I think, look, it's similar to what we were just talking about, particularly amongst the younger gen that's kind of coming behind of. It's like, it's this impatience. What's next? What's next? How do I get there? And they've been in a job for a year and they're like, what do I do, man? Slow down. Right? Because at the end, there's not a huge prize at the end. You're on the journey, you're on the ride, you're learning the stuff as you go. And so I think the question of slowing down, breathing and also not losing, you know, the work is fantastic. I'm inspired by the work, I'm inspired by the people I get to work with and the brands that come to the table and the amazing stuff we get to do. But I think always, never lose yourself, never lose time with your family and never lose time with your chosen family, AKA your friends and your dog. Right. I just really think like well rounded people are what is on going to create breakthrough work.

Absolutely. That's amazing and great advice. I'm so appreciative of your time today that we had you on the podcast. On behalf of Susie and the adwee team, thanks again to Crystal Hauserman, Chief marketing officer at 1111 Media, for joining us today. Be sure to subscribe, rate and review the Speed of Culture podcast on your favorite podcast platform. Till next time. See you soon everyone. Take care. The Speed of Culture is brought to you by Super Susie as part of the Adweek Podcast Network and a Guest Creator Network. You can listen subscribe to all Adweek's podcasts by visiting Adweek.com podcast to find out more about Suzy, head to Suzy.com and make sure to search for the Speed of Culture in Apple Podcasts, Spotify and Google Podcasts or anywhere else podcasts are found, click follow so you don't miss out on any future episodes. On behalf of the team here at Suzy, thanks for listening.

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