I am somewhat fluent in the language of say Tic Talk though not on it myself.

And so you hear about these people who a year ago nobody knew and now have literally 50 a hundred million

followers and you ask what do they do and like that she dances like you're like

professionally trained like no like like little dances that she comes up with to songs you know they're pretty easy to learn

she seems nice enough and it it really is hard and to figure out what the algorithm is behind

the scenes that's making this person take off like this and of

course if any company in the world would love to find out because they'll do it for

their own products or their own spokespeople and so forth but and given that

given that an ordinary person in this day and age can have that happen it gives hope to anyone that they can too. I'm Sreeny Rao and this is the unmistakable Creative Podcast where you get a window

into the stories and insights of the most innovative and creative minds who started

movements, built driving businesses, written

best-selling books and created insanely interesting art. For more check out our 500 episode

archive at unmistakable creative.com. Creative. every organization at an unprecedented rate. That's why tens of thousands of

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2k slash partner of choice.

Sam, welcome to the unmistakable creative. Thanks for taking the time to join us.

Of course, thanks for having me.

Yeah, it is my pleasure to have you here. So I, as I was saying here before we hit record, stumbled on your book on Amazon Situations Matter, which was all about context and I think part of the reason that must have showed up is I was writing a lot about context and how often it is overlooked by so many of us in almost every decision we make.

But before we get into the content of the book,

I want to start asking what did your parents do for work and how did that end up

...