 Well, why 42? Well, 42, Hitchhiker's Guide to the Galaxy. It's the answer to life, the meaning of life, the universe, everything. And, you know, and we're building a knowledge company. Of course it's got to be 42. Hello, intelligent beings of this marvellous planet. Welcome to Learn From the Brands, our podcast for you from 42courses.com, where we learn bite-sized wisdom from the world's best brands. Today we have a nudge-stock special with the founder of 42 Courses, Chris Rawlinson. So, Chris, I mean, the question that I want to ask, because when I heard it, it's like it's a really, it's the reason that I came on board, really. And I think it's important for other people to hear it. So why did you start 42 courses? Why do you want to start? The short version. The short version, the short version. Okay. So the short version is, I guess, when I was born. The short version is, I've sort of, it does go back a bit. I mean, I grew up very dyslexic. So I really struggled sort of with traditional education. I love school. Don't get me wrong. I absolutely adored it. But I didn't feel like I learned a lot. I felt like it was always a real slog and really hard to do. And so, you know, later in life, I kind of, I never ended up going to university. I ended up doing a bunch of other things. So I, one of the things I ended up doing was I was working for Ogilby, speak ad agency, and you will see Novak, because we got the Ogilby courses on our site as well. But when I was at Ogilby, I kind of got this weird job to help develop a training program, even though I'd never done that before. And so I, you know, like any good creative person, I kind of made it up. But I thought when I was making it up, it'd be great if we could make this something that was more fun and more enjoyable. And so it was called the Ogilby Digital Marketing Academy. This was in, kind of, I guess, 2006, maybe 2007. And what was interesting, there were a few things that were interesting. One, people really enjoyed it, because I tried to make it very playful. And everything was split up. We used storytelling a lot. All the stuff, I guess, that you learned from, from being an advertising about how to communicate to people. And the second thing which I thought was interesting was we had people from other agencies ask if they could get the course from Ogilby, which I thought was very interesting. And at the time, around that time, there was an amazing talk that had just come out on Ted, which was that famous Ken Robinson talk, the, you know, do skill, do skills, kill creativity talk. And I remember watching that on repeat, like, for nights on end, just thinking, oh, really resonate with that. Like, yes, like, you know, we are kind of, we kill creativity in our lives. And particularly when the kids and school children have kind of beaten out of us. And I just thought it would just be so nice if there was a way to help share learning that people could find enjoyable, and that it was to make it sort of accessible as well. So there are a whole lot of different things going on in my head. But I guess the key things were interesting that people are willing to pay to be taught by a brand. And in my head, I thought, well, there are probably two big holders of information in the world. There's academic institutions, which everyone kind of knows about, happy university education. And then there's institutional knowledge that's held by companies. But normally, most companies are terrible teachers. So they're terrible at getting that information out. And I thought if we could act as the kind of the storytellers, the teachers that were in between getting information from a company and putting that out so that other people could use it, that could be very interesting. So that was the brand's thing. The second thing was probably more the playful thing, which was more related to the Sir Ken Robinson stuff, this kind of leaving room for exploration, which is why I think you'll see that we have links in all the courses for further reading. They just allow you to go down a bit of a rabbit hole and expand your own mind. And I think if you want to learn anything in life, if we've been brutally honest, anyone can learn anything nowadays thanks to the internet. You just go online and you Google it. The problem is that there's a kajillion different sites to go to. And you don't know which ones are actually good and which ones aren't. So we, in the courses, we try and do a big aggregation job as well to try and find the best articles that we can then link out to because, you know, say, say, for example, if I wanted to try and recreate that Sir Ken Robinson talk in a course, like, it's never going to be as good as the original TED Talk. So why not just link out to the TED Talk? Yeah, it just offers people the shortcut. So yeah, I mean, that's kind of, that's kind of maybe a little bit about why I started it. And then, yeah, I just, my dream, though, is, you know, it makes me sad when the more people don't continue to do learning in their lives. I think, you know, when obviously we're in the UK, like we're still kind of in a weird sort of semi lockdown, but things are public. But I remember going into going into into the tube, or you'd go into, you know, onto a bus and you'd see people just playing video games on on their on their phone. And I was always like, I'll be so great if they were learning something new instead, like something that could help them, you know, be a better version of themselves. So my dream scenario is, you know, my vision of success is with the day I get onto a tube or a bus and I look and see someone playing a 42 courses course rather than, you know, maybe angry birds or something. You know, when that will happen, or if that will happen, who knows. But but, you know, even just the few of you that are here now, like, thank you so much for the support that you give us and for taking the time like it literally means the world to us. Like running a small business and choosing to do this by myself. And, you know, I invested my life savings mortgage my house to get this running. So without your support, literally, it wouldn't be here. And there are definitely days where it's tough, like, you know, we consciously chosen not to go in and get like big corporate funding. Because I just, I think it'll destroy it really quickly. And say, we're growing it organically, which which then means it's sometimes there are some down days where you're like, what am I doing? But like the kind words and the support that we get is just overwhelming. So yeah, thank you. Yeah. And the feedback is quite amazing. I have to say, because since I joined the company a month ago, I've been speaking to customers almost every single day, actually. And yeah, the enjoyment they get out of it and how they're putting it into their daily lives and their workday is, yeah, it's inspiring, actually. And I just wanted to jump back to, okay, so you spoke about the dyslexia. So the designing for the neural diversity, let's say, or the distracted mind, like people on the tube, etc. This is a big part of how the design of the lessons came about, isn't it right? Like the short, the the variation to question types, do you want to speak a little bit about that? Yeah, I mean, it wasn't it wasn't by accident, all the stuff that we do on the website. We spent about probably two, almost three years, just researching how people learn in an online environment and how to get ideas across. So, for example, some of the stuff that we realized was, even if you have, yeah, I guess there are always exceptions to the rule, but generally speaking, if you want to have a video, you know, video learning is great, but people don't remember very much from videos, because it's mentally, it's not strenuous. You know, it's like you can sit in front of a TV and you can watch ours or the videos and then you can go away the next day and you kind of forgotten everything that you've just watched. And the same is true when you're doing learning. So video learning on its own doesn't have a very high recall rate. So we, we realized we did a bunch of experiments with what video lengths worked, and it looks like around sort of two to three, maximum five minutes is about how long you want a video clip to be when you're teaching. We then also looked at text length. So again, text is a bit mentally harder to do. It's a bit more strenuous. But again, no one wants to read war and peace when, you know, most, most things don't need an essay in order to explain how they work. So we try and make the text quite short, like our target is about 250 to 300 words. And we also try and make it so that we're telling a story instead of just telling you facts. We don't get this right all the time, by the way, say apologies. Some are easier to do than others, but we try and find stories where we can. And then we relate the point that we're trying to get across to the story, which really helps people with memory recall, because they might not initially remember the fact or the stat, but they'll probably remember the story, which will hopefully then trigger the main thing that we were trying to get across, if that makes sense. And we also realized that online, you need to continue your feedback loops. Otherwise, things, again, you kind of lose interest and you just stop. So at the end of every lesson, there's a question. I think this is one of the bits that we need to work on a bit more. But at the moment, we've got a few different question types. And the idea is not not to try and make sure that you're right or wrong, because I think life isn't really about being right or wrong most of the times. It's somewhere in between. It's the gray in between. It's not black and white. So with the question types, there will often be sort of opinions, which I think are probably our most successful question type in that you probably would have seen them. We ask you, I don't know, how would you get all people to drive electric cars and then you write down what what you would do. And then when you press enter, it shows you everyone else's answer in the world who's answered that question. You just have to select three that you find interesting. The nice thing about that is it does a few different things. It gets you to think, which is I think what most of learning is about, like get you to try it and think about it. And then it also allows you to see solutions from other people's perspectives, which I think is really valuable. We all have a lens in which we look at the world three and it's biased towards whatever. However, we've been brought up and there's no real exactly right or wrong, but it's hard to know what you don't know. So I think being able to see what other people are saying has been super valuable, hopefully for you as learners, but I know it seems to help again with memory recall enjoyment. Other questions we try and make a bit harder. And I think generally we're trying to make the courses a bit harder based on mostly feedback from people like yourselves. So you'll see that with the newer courses that we've launched, there's more working templates. People were also saying like, you know, please give us more practical tools that we can use. So we try and add more models and templates in there. And you'll see some of the questions just asking, you know, can you fill out this briefing format or template or whatever. And then we check those to see whether you've done it right or wrong. And if someone gets something wrong or we're a bit unsure whether they've got it right, we try and send within half an hour, we try and reply to someone to share feedback with them, which I think is another thing that's quite important. Like, you know, there's no point in running a fully automated course, because then you're not ever going to really know whether anyone actually has understood it or not. So it's, yeah, there's a whole lot of things that go into like how the learning's done. We also found that, you know, so each lesson is a little 15, 10 minute, 15 bite sized piece of content. And the idea is that, you know, if someone can dip in, do a lesson, and then bugger off again. In my head, I was thinking like, if you needed to go to the league, could you sit down and do a lesson and then go off again. So that was kind of my like time limit. And if you want to know one thing, whenever we're working with other thought leaders, the question we asked them when we're trying to look for the content at the very beginning is we asked them, how would you describe this to a group of people at a dinner party? So if you had to describe whatever the complicated thing is to a group of friends at a dinner party, you're already assuming that most of these people are probably not industry experts, so they won't know the concept. And so how are you going to capture their attention? Because no one likes someone waffling on in the boring way at a dinner party. So, yeah, that those are sort of some of the little things that we do to make sure the learning's good. And like, yeah, it's called a blended learning approach, I think. Yeah, anyway. Yeah, fantastic. Amazing answer. And Chris, this is a really, really busy week because we've got Nodstock coming up with Ogilvy Change, which we are the sponsors of the second year running. We've got the behavioral economics to cause coming out applied behavioral science with Rory. And you're getting married the next week. So it's quite a busy week for you. But do you just want to speak about why you're involved with Nodstock and also what's your vision for the future of the company? And then we'll open it up to questions. Cool. Okay. Yeah, so Nodstock, I mean, I've been going to Nodstock, I think since it started, I was still at Ogilvy when they first launched it. And the basic premise for those who don't know is Rory Sutherland, who's the vice chairman of Ogilvy, super nice guy, really just fascinating, love him to bits. Anyway, he reads everything. So you could ask Rory about anything in the world and he'll go, oh yeah, did you know? It's almost infuriating. He's almost too smart. But then with Rory, and he has such a great way of describing things. Anyway, Rory been in advertising and sort of ended up studying a lot about the field of behavioral science and behavioral economics. And so years ago, he started this sort of division that was called Ogilvy Labs originally, then it was Ogilvy Change and now it's Ogilvy Consulting. But because he reads so much and because he meets so many interesting people, he wanted to organize an event just to share knowledge with everyone else about all these, you know, from all these fun people that he just meets during the day, or during his weekend. So what ended up happening was he got together, the first festival was literally just a festival of his mates, I think, and it was just to promote Ogilvy Consulting as a thing. And then over the years, it's grown and grown and grown. And as the topic has to, it's become a much more widely known and talked about field or topic or field of study. And then last year, they were going to do a normal event in, I think they normally do it in Brighton, but they ended up doing this virtual event and they ended up having 200 and something thousand people go to this virtual event, which was just off the charts. And so this year, they've taken it to another level and they've got, you know, pretty much all the Godfathers of behavioral science are actually they're going to be talking. And it's totally free for everyone. Obviously, in order to make something free, you still need to pay people. So I, you know, we make courses with them. So it's like these, we can do is it sort of helps support it. I just think it's such a, it's still probably the most helpful topic I think I've ever learned in life. And for us, this new course that we're launching, the feedback we got from the first course was, it was really great learning the principles, but we'd like something that was a bit more applicable to, you know, it was a bit more actionable. How can we use this ourselves in our company? So the second one, we were going to call behavioral science pot, bigger, longer, harder, stronger, but instead we called it applied behavioral economics or applied behavioral science, which is a bit more boring. But whenever we try and come up with reading wacky ways, names for course names, people don't buy them. So it's like, it sounds great to be creative, but you kind of got to be practical as well. Otherwise, no one knows what you're trying to talk about. So applied behavioral science, it is. And yeah, it's, I've actually, the call before this was with Rory, doing some more videos. We've got loads of videos with Rory in this one. It's so funny. I've even managed to get, and I just recorded it this morning, really cool guy from, most of you would have heard of Cambridge Analytica. They're quite famous for helping push through, I think, Trump's election and Brexit, two widely popular things, not. And anyway, I got one of their chief behavioral analysts to talk about ethics in the course as well, which is really interesting. So yeah, you're in the ethics section, there's actually a nice video from him talking about the sort of five things that you need to check before we do anything. It's interesting, actually, just on a side note, all the people that I've met from Cambridge Analytica are actually super liberal and really lovely. I think it's just really sad, like my personal view is that they're just used as a scapegoat. I think anyone who's a marketer who works in advertising, that's kind of your job when you're hired by a client is to make them successful. I think they were just, it was unfortunate, the projects that they were working on were things that were controversial and they almost did too good a job of it. Anyway, but yeah. Okay, well, really, really wetting the appetite there for the next course. Guys, you're cool. It's time for your questions. What have you always wanted to ask Chris? Sorry to interrupt. I thought you'd love to hear that the next podcast is with Simon Lancaster. He's a speechwriter extraordinaire. He's a YouTube and TED Talk star. He's charming, sometimes controversial, and one pretty cool customer. I had tons of fun speaking to Simon and I'm sure you're going to love it. And don't miss the end of this podcast when you can hear details on our Applied Behavioral Science new course launch promotion. Okay, back to Chris Rawlinson. Chris, thank you. First of all, I'm Zafar from India. So expressing gratitude for carving out such a nice academy. Thank you. Before asking a question, I would actually tell you my story, my discovery story, so that you also can understand how to target or how to get more people signed up for your courses. I'm not an Ivy League guy, not gone to big institutions and all. So it's all feet on street kind of experience with basic education and all. So I was actually looking for being a marketer myself by a profession, sales and marketing guy. So I was actually looking for a behavioral science kind of a course. I was browsing through all the universities, but I couldn't find somebody offering me that. So the keywords I used is like the behavioral science and also then for a two course, you know, popped up. Nobody referred to me actually, I didn't even know that there's a kind of academy called 42, you know, courses and all. So I went, I've gone through a website and the website was so, you know, you guys have actually whatever you're teaching, you have put it in your website. So there was no follow up or no remarketing required. I went into the website. I signed up on the first go. Then I realized that I made a mistake because if I would have waited, I would have got some discount coupon, but that's on a lighter note. But let me tell you, I got banked for whatever the fee I paid. I'm fully satisfied and the gamifying experience is actually really top notch because you always feel that it's not only your learning, but you're also competing worldwide. You have that leaderboards program on the right hand side. Then you see, okay, I am on 27th now. So I'll have to go on 25th or 26th. So it drives you to actually to learn more and then, you know, then go to the next level. So that's really good. That was my discovery pattern. So my suggestion to you is, Chris, if you have to reach, reach out to people, you have to go. Don't go behind this Ivy League guys. Go to the people who are actually somewhat building their careers up. Right now, they are into middle management and all and they're very, look at their interest. Are they looking for a good content? Are they listening to podcast listeners basically? Because these are the street smart guys who want to learn from others' experience. So we don't have a big daddy writing checks. So we'll have to go and fend for ourselves. So you have to catch hold of street smart guys who want to really invest on themselves and grow up in life. So one more advantage like the learnings which have applied from the course, especially your star courses, Behavioral Science, let me tell you. That's the star. That's kind of Tom Hanks kind of a guy who can actually attract people. It's really awesome and I'm very glad when Brent announced that and you also told that the part two is coming. I'm really looking forward for it. So I was working on a very challenging project where I was finding a difficult to generate leads for my project. I work for a real estate company. We're in a city called Chennai where there's huge Chennai in India. So where there's a huge competition, the supply is really, really more, the demand is slightly less. So we were stuck up with that. I have time, right? So I'll take another two minutes, right? It's okay, right? It's okay. Sorry. So please build up for the question Zafa. I'm so sorry. So I just got excited. So yeah. It's okay. I'm right. Yeah. So I was really finding it difficult to find a consumer for an inquiry, not even for a sale, to inquire for a three bedroom product, which is a slightly bigger format. Then I used a hook which I learned from the behavior like my mix wherein you use percentages. So what we have done is we have communicated in the market that 73% of like this is post pandemic. We said 73% of new home buyers prefer a three bedroom unit now. So we use that hook and believe me, we generated leads, then the site visits and then the sales. So thank you. So that's one learning and implementation. So coming back to the question, I just want to understand like, is there any possibility of doing Nutstock or kind of in clubhouse basically? I can Nutstock be in clubhouse or do a Nutstock style thing in clubhouse. I could do. I mean, it's obviously it's a noble event. But I mean, the way that they're doing it is it's just all sort of on YouTube or on, I think it's a YouTube live, live session the whole day. And then they've got chat on there. And I think there's also, there is another way to watch it, I think through Zoom or something. I'm not too sure. But yeah, I think because it's a, because it's a visual thing as though people will be presenting data using slides that's quite hard to kind of probably put that onto that platform. But yeah, I mean, I think it's definitely something I know Rory's talked about trying to do. When clubhouse came out, I sent him, he loves doing anything new. So I sent Rory a clubhouse link, you know, whatever it was, the beginning of last year when it came out. And I know he went on and gave it a go. But I don't know why it's weird. He doesn't he doesn't really seem to like it that much. I'm not 100% sure why. But yeah, I mean, I think it's just everyone to themselves. But we did think about for ourselves, it would be nice to do sort of clubhouse sessions. I think the more that we can be open and the more accessible we can be as well, the better. So, yeah, I mean, but Bren, Bren's looking after all the marketing stuff. So as we grow, what we'll carry on doing things, I think from our side, we're limited by, by probably by scale at the moment in time. And so we just do which stuff we know is going to be really effective. I think, to be honest, for us, our most effective marketing tool is probably email. I think. But Zaffer, I mean, I think I said it was in my first week, was it Chris that I said that we should do something in the autumn, our own webinar with some of the leaders that we have in the courses. So watch this space Zaffer, okay. We'll do a sort of, we did have this. Yeah, I think that we should definitely do it. I just don't know when like we definitely want to do a kind of 42 courses, nudge stock type thing where you have like Rory and then we get some of the other amazing thought leaders like Mike Viking to come in as well and and do sort of the thing that I'm trying to think in my head is how can we make it so that it's not another kind of here's someone doing a talk, here's someone doing a talk. It'd be so nice if it was more interactive. So I think whenever I've been to events where they're sort of almost smaller groups and you get to interact with each other, those ones to me have way more value than sitting in front of a computer and listening to someone. We will come up with the killer idea, Chris, no problem. Don't worry. Cool. Okay, another question from the floor. Anyone? Okay, I'll ask one if that's okay. Thank you. So Chris, have you done all the courses yourself? Yes, I have. So before we launch all the courses, everyone goes through all the courses themselves. Can we just clarify the question? Sorry, just clarify the question. Nina, do you mean have you studied the courses all yourself? I do mean that. And I wanted to ask a follow on question, which is your favourite one? I'm going to put you on the spot here, Chris, which is your favourite course? So all the ones you've taken? Oh, super hard. I mean, I think in my head, the answer is fairly easy. Like, I think the one which I'll always have the fondest spot for, I think, and I don't know how, when this will ever change, but it's because it was our first one is going to be behavioral economics. I think when we launched that course, it was so fortuitous that that was the first course that we launched, because it informs the way that we built our company and still does. I don't know whether anyone else does this. And Zapper, it sounds like you might have done this as well. But when I have a problem that I can't fix, what I still do is I will still have that problem or that question in my head, and then I'll flick through the course and just see whether the different principles could fix that problem. And quite often, so probably like eight or nine times out of 10, I'll find a solution, which is, to me, amazing. And I haven't really had that with anything else. I think it's quite easy to do that as well. You just sort of flick through the lessons and you're like, okay, is it that? Because that's what, okay. The one which is probably my favorite at the moment is the most recent one that we did, the one on creative leadership. I think we've possibly given it a really bad name. And in that, I think that creativity is a word still turns a lot of people off. And I think that they possibly think that it's going to be a course on how to lead a whole load of creative people, which is a massive misnomer. It's actually a course on how you can use creativity to be a better leader in your own life, whether you're leading a team meeting of five people or whether you're leading a company with a thousand people. I strongly believe if you take that course, you'll walk away with some incredible skills to help you in your own life just feel a bit more in control and help mentor others to be better versions of themselves, which I guess is something that we're trying to do with quality courses, like how can we make people better versions of themselves? That's probably why I have a bias towards it. You also said in an internal meeting the other day, you said that the behavioral economics too or applied behavioral science is the best writing that you've seen so far. Is that right? Yeah, I think like every time we make a course, so because we're a relatively small team, particularly with the writing, it's primarily done by Jake, who's my best friend. He helped me launch the company and we've been best friends since we were seven years old. We went to school together and I love him to bits. Jake is definitely not dyslexic, he's the opposite of me. He did amazingly well at school, amazingly well at university. I can confirm they are the yin and yang in personality also. Yeah, yeah. I'm massively, probably overly optimistic about everything. Jake takes things with a slightly more rational approach and probably realistic to be honest. But yeah, with the writing on this one, I think we've got it really good. It feels much more playful. I think that the stories are really good. We've managed to find some really great stories. I think that's the bit that normally takes us the longest. And I think lengthwise, question-wise, it's really good. I mean, we're doing final run-throughs today and tomorrow and then we'll launch it for testing. So some of you will probably get an email Wednesday, I would say, to get early access to that course if you're on our special VIP list. Just in case you were worried, it's not just 42 courses. So Dan Bennett at Ogilvy checks everything and approves everything and does a mend and others at Ogilvy, right? Yeah. I mean, the way that we try and make these courses is we act as the teachers, but we still get all of the knowledge from the thought leaders themselves. So we'll have these calls at the beginning where we try and get the structure of how the course is going to look. What key chapters do we need to have? And then under that, we'll start putting down, OK, well, if we needed to discuss or if we needed to explain this key topic, what lessons or what stories would we tell in order to describe it? And then we get all of those stories kind of just mind-dumped down normally in a really messy way from lots of different thought leaders and practitioners. And then we go away and spend weeks going through it all and then doing our own research and then editing all the stuff that's been mind-dumped down into something that is legible and makes sense and you can understand and doesn't take you five million years to read. So yeah, I guess our job is to try and do all the hard work for you so that when it comes to reading a lesson, it's like a cable. That was easy to understand and that was interesting. So Nina did that answer your question, the behavioural economics. Yes, it did. Thank you very much. I'm looking forward to the new course. I will watch out for my email. Yeah, yeah, I'm sure you'll almost certainly get one on Wednesday. Okay, Tom, you got a question? I don't really have a question but to say thank you very much really because 42 courses got me through the sanity that was the third lockdown at the beginning of the year. So, you know, to come back to the question earlier on when I got on, I was like, are you doing any learning at the moment? No, because I literally don't have any time. But during the beginning of the year in the third lockdown, it gave me a lot of sanity and I haven't done any learning since I left college. So I think the layout and the structure of it, for me, has been extremely helpful and it gets you thinking, which is which is brilliant. And I've really enjoyed it and as soon as I can find time again, I've made a note of the nudge stock thing on Friday as well. And I'm very much looking forward to the new behavioural because that was the one that I did, the first one that I did, I think actually it was after the Cannes Lions sample that got me. Oh, what's this? Yeah, thank you. Yeah, and I hope you enjoy it. And with nudge stock, the good thing that you'll be happy to hear is because I mean, it's a real marathon. It starts from 8.30 and it finishes at 8.30, I think. They do record the whole thing is recorded. So as soon as it, because it's on YouTube, you can join at any time and click across. So, yeah, don't panic if you can't watch something live. I've got a nice two pass for nine o'clock for half an hour, but I'll be on before and after. Yeah, we're going to probably like take it in terms to like spend the whole day just going through it. But yeah, I mean, whenever nudge stock's on, I like it just as much as anyone else and then we're just sort of an audience member. And so yeah, it's good fun. Anyway, thanks so much, Tom. I really appreciate it. So Tom, Zaffers marketing for real estate. Nina is an author and you've got a very serious whiteboard behind you there. Are you in data? No, video production. Wow. I just had a link to a video producer friend of mine the other day on LinkedIn, which says what people think video is. And it was, I think it was recorded video, edit video publish. And what it is in reality, I saw someone share that on LinkedIn. Yeah, it was like three points like that. And then they're like, no, it's actually that. Yeah, 800. Yeah, it's good fun. I enjoy what we do. Actually, the last course is completely aside from creativity because your creative leadership probably is the last course that I did. I completed. I really enjoyed that. And that gave me some helpful structures and talking points actually with the other freelancers that we work with. Nice. It was very helpful. I was speaking to it. I speak to lots of people every day. As I said, the customers around the world, it's incredible. I was speaking to someone in Auckland this morning, Jakarta as well. Now, Friday had people in Singapore, Australia all around flying around the world. And one guy I spoke to in Denmark. He's in data privacy. Great guy, Tim. And he's using the behavioral economics nudges. You know, people might think that the courses are for marketing and advertising people, but he's using all these nudges for his clients. And he says they're like absolutely, just work wonders. So it's really, I think the behavioral economics is just absolute gold dust. You can apply it anywhere and everywhere. Right, Zafa? Absolutely. Chris, I have one suggestion on the links actually. So the links in the course, few links are actually subscribed links. So what happens is most of the times we'll not be able to read it because we'll have to subscribe. So is there any, if it is legal, I don't know if there is any possibility of copying that and, you know, based on it in some other format? So with any of the, you'll find that, so on behavioral science and on a couple of the courses that we launched, like a while ago. And what we do is we've actually gone through and we've created PDF copies of the original articles. So where there is stuff behind a paywall, you'll see that it'll say in brackets PDF version. And then you click that and it'll show you the PDF version. So we have fixed that, but there are occasionally ones that we miss and then somewhere or that weren't behind a paywall and then suddenly are. So whenever anyone notices them or when we do a run through, like we do a run through each course, each quarter, just to try and make sure that nothing's being proven false or that the links are up to date and there's a way to improve it, we will. So we do manage to capture, I would say probably 95 plus percent of them, but there are always ones that step through. So yeah, have you ever find any of those? Just let me know. But with all the new courses, whenever there's anything like that, we've put a PDF version of them. So we've subscribed to everything. Like I think we've got like a New York Times account, we've got a half business year account. So whenever we find a really handy article that is behind a paywall, we'll normally take a screenshot of it in a PDF. It's an interesting one. I think, yeah, I don't know. I mean, I see so many other relearning courses do it. So I think as long as you're not taking the piss with it, and no one's going to be too upset, so there's something you want to be careful with. So Chris, I have two questions. The one is, which was advertised in the email, is why can't UK win Eurovision? I love the way you put that question down. I didn't even put that question down. Okay, do you love Eurovision Song Contest as much as I do? No, you love Eurovision Song Contest way more than I do, but it is hilarious. I love it. I love the Netflix film that was about it as well, the obviously tightly fictional one from as at Will Farrell. I think I agree with Rory Sutherland. I think that the reason why we never win, particularly why we didn't do anything with this one was because it just was not interesting or creative enough. I think that also people really don't like Brexit. Actually, we weren't alone this year in zero points. So four other countries got zero from the public. Yeah, we've also done really badly for many years before Brexit. Yes, true. Yeah, I mean, it does bug on my mind like in the UK, we've got so many well-famous musicians. I think our music industry is kind of massive compared to many other countries in the world and somehow we don't manage to... Anyway, I think Eurovision... Bill Bailey's offer to do it next year, hasn't he? I think Bill Bailey... Yes, I'm so for that. He'd smash it. It's like the nicest guy in the world, plus he'd do something wacky and zany. Yeah, I'd love to see Bill Bailey behind that. I think the reason we don't win the Eurovision Song Contest is one of the reasons we can't quite admit that we want to. I think we like complaining though that we don't win the Eurovision Song Contest. We purposefully sabotage ourselves. I think we like to think we're a bit above it. And yeah, we kind of see it as a particularly incredible kind of a platform and we prefer moaning about not winning than taking the pets out of every other country as well with Graham Norton's amazing commentary. So Chris, just back because this was a question of mine when I was a customer back in the day is because when I first heard about the company from Rory in a podcast and I thought, what is 42 courses? What does that mean? Why is it called that? So tell everybody the big reveals. I'm sure everyone already knows. The way the name came about and I'll really keep this short because then we can all go and have supper. The way the name came about was I had so many amazing names for this company and all of the URLs were taken of every single name that I came up with. And so I was in Cape Town with some friends and we were sitting by in a lovely beach bar and I was saying, I just don't know what to do. I can't seem to find a name that isn't already taken. And a friend of mine said, oh, what about using a number name because number name URLs aren't taken too much at the moment. And then we were talking about it and they go, well, it's a number name. There's only one number you can use and it's got to be 42. And it's like, why 42? Well, 42, Hitchhiker's Guide to the Galaxy. It's the answer to life, the meaning of life, the universe, everything. And we're building a knowledge company. Of course it's got to be 42. So that's where the name comes from. But probably 90% of our customers must assume that we do 42 courses. And so I think we will play into that name. I think when we get to 42 courses, we're going to stop there. And what we'll do is we'll just swap out courses on a year by year basis based on what are the key things you need to know as a human in today's world to be successful for tomorrow. And so that's why if you look at the stuff that we teach right now, it's like, it's essentially kind of creativity, problem solving, lateral thinking, probably mindfulness and well-being. Those are the things that I believe regardless of where you are in the world, what job you're doing, they are things that will help you to be a better version of yourself. And they will help other people around you too. And also they're fun topics that we just love to teach anyway. So selfishly that works too. But if we look at the way that we look at the courses sometimes that might be interesting or not is the Wild Economic Forum, they come up with a list of the top five or top 10 skills that will be needed in the next five or 10 years. And we look at those lists a lot just to sense check them with the kind of courses that we're looking at building. And if it fits with that, we do them. And if it doesn't, then we probably won't make the course. But yeah, so that was a long way about what I have a name came about. Perfect answer. Thank you so much, Chris. Thank you, Zaffer. Thank you, Nina. We will let you get back to your evenings. Have a lovely evening. Thank you. Thank you, guys. Thank you so much. Hopefully see you at Nudge.com Friday. Yeah. Nice to meet you. Thanks, Zaffer. Thank you. Cheers. Bye. He's not acting. He is that positive. Thank you, Chris. And thank you to some of our 42 courses students. Zaffer, Nina, and Tom are asking questions there. It's Nudge.com Friday, the 11th of June. The biggest conference on behavioral science around the world. It's free to attend. Go to nudge.co.uk to reserve your place now. And you heard Chris talking about our latest course, Applied Behavioral Science with Rory Sutherland. Think of this as a part two to our first course with Rory called Behavioral Economics. Both of these courses are accredited by Ogilvy and on completion come with sexy certificates also from Ogilvy and signed by Rory. In the Applied Behavioral Science course, you'll learn from practitioners from around the world, including other intelligent peeps from Ogilvy Change, who will give you practical tips and frameworks to give you the confidence to start applying the magic of behavioral science in your business. Are you lucky in life? If not, your lucky life has just begun because as a celebration of NudgeDoc and our new course, we have a launch promotion for you. Use the code NudgeDoc2021 when you check out and you will receive preferential pricing for Applied Behavioral Science. This promotion ends this weekend on Sunday the 13th of June at midnight GMT, so do not miss out your behavioral science fans, nerds and others. Oh, and just just one more thing, that same promotion code NudgeDoc2021 also works for a yearly subscription for unlimited access to everything on 42courses.com to truly enhance your mind and make your smile go wide. Until next time!