Micro Habits, Big Impact on BRAIN.ONE with Thoryn Stephens

 It's a brand one. You have a human in the loop. You can have the machine create the creative create the copy
 You still need some of it to verify it hands down as you know the hallucinations are out of control
 We're taking a little bit of a different framework
 But we're actually starting with scientific papers summarizing them using them to train the models and so forth
 But you have to have a human in the loop and so you can be that human at the end of the day
 And it's absolutely critical. You cannot count all the machines to do all the thing
 This is right about now with Ryan Allford a Radcast Network production
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 Hey, what's up guys? Welcome to right about now. We're always talking about how you need to stay ahead of business tech
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 That's what we call it and I have friends that in high places sometimes that introduced me to friends in higher places and cooler places
 And all those things. This is one of those instances where it's both a pleasure and insightful for you because we've got Thorn
 He is the CEO and founder of brain one. What's up, Thorn? Hey, Ryan. So good to see you again
 How we doing? Hey, man? I enjoyed our call a few weeks ago
 Love what you're doing and pump to just have a little discussion, man
 I'm sorry. Let's do it. Thorns on the road taking time. I was busy schedule for us
 So the audience where you're at now. What's your up to that will probably set the table more than anything for kind of where we're headed with
 Disconversation. Yeah, so I'm based in Colorado and I'm currently in Venice, California
 Venice Beach LA and then I'll be giving a keynote at the longevity leadership conference at the Verizon Technology Center
 And talking about all things longevity brain health and then joining me on stage will be a famous NFL champion
 Leak Jackson and he's an ambassador for brain one and we'll be joining us and discussing some of the
 The protocols and programs we're building with him around our logic optimization and TDI support
 The longevity space the brain space and you're probably going to get tips insights
 Things that you should be thinking about literally for your brain as executives founders all the people
 They're listening that follow these categories
 We all need to be thinking about brain health a lot but also protocols and then there's a big story here on
 influencer
 Platform audience
 retention and growth and monetization. We're covering a lot of pass here Thorn
 That's why I love this topic because it really encapsulates a lot of different things because when you think about
 Influence or marketing and you think about people of influence they all have passed to success that they have both daily weekly monthly
 So they have protocols that are valuable a lot of them especially maybe non celebrities that don't have you know
 Constant representation but are influential don't always have the clearest path to
 monetization capturing all of that audience
 Giving them a place to go and live and learn from them one thing to catch social posts
 But that's what I love about your platform is it kind of is all these things at one Thorn
 Let's set the table of your background and what led to brain one starting off
 I am a molecular biologist and a researcher scientist of my core
 I was working towards a PhD but ultimately jumped directly into drug development and biotechnology
 This is in the 2000s worked for essentially a startup that got purchased by Amgen directly out of college doing small molecule drug therapeutics
 So quite literally I was part of the molecular biology but genomics team
 And so we were going after novel essentially drug therapeutics and mechanisms of action
 My team would be focused on essentially the cloning the characterization the expression of very specific novel proteins
 Essentially, you know, DNA makes proteins
 So I worked in biotech for half my career
 And then as I moved to Southern California and actually was here in Venice Beach for 10 years
 I became a data scientist not a lot of biotech not a lot of science in LA especially back then
 And really took a structured framework to my approach to data science
 So by the time I was 20 I could genetically modify any model organism
 By the time I was 30 what I found is we could really optimize any human behavior to do the thing online
 That's the idea of using insights hypothesis testing and then rapid iteration at scale
 And that was the general framework and I applied that to number of industries from media to e-commerce to retail
 And it was quite successful and it was actually two years ago
 I mean literally almost at the day Ryan I was traveling
 I was overseas in the Mediterranean and I had these epiphany for ultimately brainworn
 And came full circle back into my roots of science and it's really just been a rocket ship ever since
 I also have about one year ago we're still kind of in the public of stealth
 Where you people can go online they can sign up but we're, you know, slowly letting people into the platform
 Growing like crazy
 It's exciting and congratulations on all of that
 It's an interesting path and I know you've been entrepreneuristic
 And I probably your entire life but like where you're doing with others and for other companies and all of that
 And then transitioning into your own thing as rewarding and especially when it's playing in such an important space
 Like longevity and protocol and all those things
 I feel like a little bit the last 15 years 10 years wherever you want to call it
 And I think about like the marketing space
 We've gotten in such a shotgun world where it's just what do they say?
 Fire him ready because the platform's in the speed with which stuff happens
 Interation is allowed but what I love about what your background is is what you just said is
 The greatest marking decisions and things that impact sales are that movement of a consumer or person from position A
 Current mindset to position BC or D wherever we need them to go
 Based on research and trends and data and other things that then influence
 Creative that then influence decision creative could be a lot of different things by the way
 SEO it could be ads if we TV all those
 Brain out with me just a little bit about what you did in that space
 And your kind of perspective on marketing here in the now
 One of my first jobs when I got to LA was working as a junior analyst essentially
 So really started off in at the ground floor
 But everything I did was focused in measurement
 So in biotech it was on the molecular level in the context of digital platforms
 It was really focused in user level and then media ultimately
 And so we were using metrics like customer lifetime value a decade ago
 And that idea of understanding you know current valuation future valuation
 And that kind of being the systemic method essentially measuring your users
 And then also on the media side similar methodologies right
 So things like multi-touch attribution is what we were doing then
 Utilizing essentially customer journeys understanding fractal attribution
 And then tying that back to the ultimately your customer acquisition cost
 And then obviously you know the CAC and the CLB tech equations
 But we were doing that about 10 years ago and doing it at scale
 And really understanding again the value of your media
 And then ultimately the value of your user base
 And kind of become the norm now which is great
 I was just on a call with a Wharton professor about two weeks ago
 His name is Peter Fader
 Peter is a marketing professor
 And wrote literally the book on customer centricity lifetime value
 And I've known Peter now for many many years
 And I was actually one of his advisor to one of his companies called zodiac
 Focused only in CLB
 So again user level measurement
 And we saw that thing did Nike within less than a year basically
 And now his current firm is focused on what's called customer base corporate valuation
 So that idea you understand the value of your customers over
 You know essentially the footprint and then that gives you a corporate valuation
 And so the mainstay of everything I've ever focused on has been within measurement
 And then again you know the idea of understanding journeys and pathways
 And then optimizing iterating very quickly
 Inside now you have this generative AI explosion
 I mean we were doing dynamic creative testing with meta Facebook
 You know back in 2017-18
 We were doing program SEO years after that
 Really utilizing these tools to generate content, copy
 And ultimately value at scale
 So a lot of these things you're now it's just like catching up
 But you know certainly not the most novel
 But the tools have gotten completely commoditized
 And now they're super cheap
 So it's exciting times
 It is now the best ideas win
 I think there's still some truth to this
 I think you're proving it out
 You know executions everything
 It is
 But the path the execution is a lot cheaper, faster, cleaner
 If you have the ideas now
 That's kind of like okay
 Battle of the ideas
 Yeah I mean I've worked with some really interesting creatives over the years
 And even back then this is like you know seven, eight years ago
 You know they'd be like this is the best creative
 And I'd be like is it though
 Instead of giving me one, give me five creatives
 And we're going to test them
 And we're going to see what the actual consumer says about that
 And usually they're always wrong
 And so you know now these methodologies
 A, B testing multivariate
 You know it's all kind of the norm which is great
 But you don't necessarily know
 And especially dealing with creatives
 They always feel they're correct
 And you know not always speaking
 Every tower of the creative department lived in
 I was in Manhattan for five years
 Let me tell you
 Okay
 I had a brittle plastic key to get in
 Every now and then when they allowed me at the door
 Sure
 You know
 Yeah
 But that's the good thing about data is you know it's unequivocal
 I mean you literally you know you run five creatives
 And then you know so
 Exactly
 Before we transition heavy into brain one
 And some of the exciting things there
 I do want to pick your brain because you're one
 You're so fucking smart
 But number two
 What's happening with AI
 And business, marketing, white color, jobs
 What say you to the reality that are a doorstep
 Of where all this stuff is at
 I'm an optimist at heart
 And I feel again having used these tools
 For many many years
 That you know they can be used for good
 And I think that if you're in one of these roles now
 You better understand them immediately
 And we're applying them at brain one
 A few different ways that we can talk out in a second
 But I think it's really important to embrace the technology
 And honestly it's not that different than
 You know what I saw in biotechnology
 In those industries
 And the you know the tools have just become
 More commoditized and cheaper ultimately
 You know you can literally sequence your DNA
 Basically in your kitchen now
 You can do CRISPR at home
 I mean there's all these like home kits
 And people are doing some pretty crazy stuff out there
 Not that I really recommend it
 But if you really want to become a leader in the space
 You have to know the tools
 And you need to understand you know
 Where we're at today where they're going
 And how to utilize them
 And so I actually think it's an opportunity
 If you know how to use these tools
 But I think if you're just sitting on the sidelines
 And watching you're going to get left behind
 I agree
 There will be some jobs lost
 But I think it is
 Primarily the ones that just
 Think this is a fad
 Or that aren't embracing it
 Because you're just going to have people
 That work and do 10 times more than you
 Because they use them
 I haven't seen and even with the agentic AI
 And the agents and stuff
 Which is amazing
 And you can automate a lot of stuff
 There's still a human creativity
 A human component to management of these things
 The right way
 That I don't think it's going away
 In the next few years
 I think some things will go away
 That we do that we probably don't want to do anyway
 But there's still going to be
 Someone driving the car
 You're either going to get a license
 Or you're going to sit at home
 How we apply these models are brand one
 You have a human in the loop
 You can have the machines
 Create the creative
 Create the copy
 You still need some to verify
 Hands down
 As you know
 The hallucinations are out of control
 We're taking a little bit of a different framework
 But we're actually starting with scientific papers
 Summarizing them
 Using them to train the models and so forth
 But you have to have a human in the loop
 And so you can be that human at the end of the day
 And it's absolutely critical
 You know, you cannot count on the machines
 To do all the things
 So there still will be
 Governments
 And you know, someone who needs to oversee
 The processes and the workflows
 And you know, so forth
 What's the most random prompt
 You've ever given chat GPP
 That you can remember
 I think it's interesting to ask
 The machines around spirituality
 Things of that nature
 Or psychedelic
 I've asked a couple questions again around
 Because AI will even go out
 I haven't asked it that
 Yeah, sure
 So I mean, this is getting a little deep in the weeds
 But I like to go there
 A white paper I'm thinking about writing
 Is again, the expansion of consciousness
 And so, you know, that idea that
 If you take a quick step back
 With expansion of consciousness
 Throughout the ages
 You know, you have things like
 Say, prayer, meditation
 Psychedelics
 Again, indigenous uses of a number of psychedelics
 For I mean, tens of thousands of years
 And now we're on this inflection
 With what's called BCI
 In brain computer interfaces
 And our chief brain futurist
 Brain Wollin, his name's Dr. Gaelin Buckwaltor
 He has six neural implants right now
 And so, one of the questions I asked
 JGPD was, you know, around again
 The concept of
 What is the expansion of consciousness
 Look like relative to BCIs
 And specifically, you know, I'm with Gaelin
 He's doing a clinical trial at Caltech
 So you've heard of neural link
 This is similar
 All these are different
 His arrays are called
 That's part of the
 BlackRock Neuro Utah array
 They're an A by A chip
 And he has six of these on his neural
 You know, essentially tissue right now
 One in prefrontal, five in the neocortex
 And so we're at Caltech doing clinical trial
 Ryan and he connects his brain to the internet
 Literally
 I mean, you want to talk about the matrix
 And so forth
 So we are seeing the intersection
 Of what he actually can record it
 Like he knows that knowledge
 Can he get to the internet?
 Well
 Again, it's not he
 So right now what it's primarily doing is
 Recording, you know, the different electrical activity
 The different places within his brain
 But they can also do excitation
 You know, of course
 In the future
 Will we get to the point where you can actually
 Download a Jiu-Jitsu routine
 And know Jiu-Jitsu
 Well, we're not there yet
 But you know, certainly in the future
 Can you see that future
 With what you know
 You know more than the 99.9%
 And you've seen enough
 Is that feasible with where it's headed?
 Yeah, they're making progress
 For sure
 And again, to be clear, that's not my focus
 Relative to my research
 But I've seen this first hand at Caltech
 And it's incredible where it's going
 The immediate applications are
 Galen's a quadriplegic
 And so he is in a wheelchair
 And it's for him to facilitate the science
 But he can control a robot
 I think there's a possibility in the future
 For sure
 Yeah, these technologies are moving
 Very, very quickly
 I watch some of these old movies
 I watch iRobot the other day
 With Will Smith
 And I'm like
 Are we creating like these horror movies
 Or are we creating like the good versions of the
 Haha
 Yeah
 I mean, it's an important dialogue
 Especially now
 It is
 Talk to me, Thorin
 Why brain?
 What got you into this longevity space
 And the brain space
 What kind of was the fundamental thing
 That started you down this path
 So I've always been
 Very fascinated by just the idea of
 Biological optimization
 I began doing
 Triathlons in my 20s
 And that went all the way to full iron man's
 And what I saw
 Is that when I was wearing
 Awareable
 And so in that sense
 We had the big chunky garments back then
 But through the use of data
 I could
 Ultimately optimize my biology period
 And then the devices have only gotten better
 And right now I'm wearing three
 I'm wearing a wolf
 I'm wearing an aura
 I have a garment
 But that concept
 Again, using data to optimize your biology
 And so as I was going down that road
 But I saw
 You know, relative to my training
 And my racing
 Is that I could attenuate my lactic threshold
 By doing X or Y
 And ultimately
 So I started to get faster
 And stronger in all of these things
 And that was through the use
 Of a structured framework
 Or a protocol
 And so I think it's important
 To kind of start there
 What is a protocol
 A protocol is just your daily routine
 At the end of the day
 When you get up in the morning
 What are the things that you do
 On a regular basis period
 And if you take a quick step back
 And you look at all of the protocols
 That are out there around things like longevity
 It kind of comes back to really key areas
 It's nutrition
 It's exercise
 It's stress
 And it's sleep fundamentally
 And at Brain 1
 We've fed every protocol
 From cubermin
 To peterotia
 To brine Johnson
 To calibarans
 You know, into our AI
 And ultimately
 It's kind of in those four major categories
 And then the protocols
 Are comprised of microhabit
 What's a microhabit
 A microhabit is a small
 Incremental change
 That ultimately
 You can measure
 Theoretically, ideally
 So it's an example
 Cold plunging
 Again, being a triathlete
 We've been doing red light
 Cold plunging
 I mean for like decades
 And it's cool
 Now, like these are all the rage
 It's a great mechanism
 To help manage your autonomic nervous system
 So cold plunging though
 You look at that as a microhabit
 As part of a protocol
 You're looking at temperature of the water
 You're looking at duration in the water
 You're looking at frequency per week
 When so forth
 And so those are all
 Essentially the variables within that microhabit
 As part of the protocol that you're optimizing
 And so what I saw on the triathlon side
 Is that following this structure framework
 You can really optimize your biology
 And about two years ago
 I was doing some work
 With a group out of Columbia University
 Focused in the protection
 Of neurological data
 And that's actually a very important area
 For me personally
 We were the generation
 That gave away all of our behavioral data
 Especially you talk about marketing
 And I remember back in the day
 When the Facebook API
 You could download everything
 Same with Twitter
 You could literally
 With a fire hose around the data
 Now it's a wild garden of course
 All the stuff quite well
 But you know that said
 That concept
 We gave away all of our behavioral data
 Under the guys that were connecting
 With our friends from junior high in high school
 But really what we were doing
 We're training models
 For these large technology companies
 And so we're also on the cusp
 For neurological data
 And so I was doing some work with this group
 Called the NeuroRide Foundation
 And focusing on the protection of neurological data
 And what does that mean on a state
 Federal international level
 And what I saw was that there was just
 Such a lack of resources around brain
 A lack of resources for education
 And ultimately lack resources for
 Yeah for protocols
 And so that was kind of the initial impetus
 And so we went down the road
 Of focusing on unbrained
 And building essentially the
 Noom for neuroscience
 Is how we would frame it
 What does that mean
 If you're familiar with
 Noom
 So this is a behavioral weight loss
 Essentially platform using CBT
 So cognitive behavioral therapies
 And they've been incredibly successful
 Because what they do is they focus
 Again on that concept
 Of cue rewards
 In microhabits
 Optimizing your behaviors
 As opposed to just calorie counting
 And it's interesting
 Because noom is now valued at
 Four billion dollars
 Whereas like two weeks ago
 Weight watchers just filed for bankruptcy
 Why?
 Well, weight watchers is following
 You know these older methodologies
 Your calorie counting
 You got the colors
 And honestly
 It's just obviously mismanaged as well
 But it's just an outdated mechanism
 And something like
 Noom for neuroscience
 That's really where we have been focused
 And so the idea of again
 These small incremental changes
 That ultimately impact the whole human
 With ultimately
 Essentially habits
 That they can learn
 And integrate
 And it's not like a fad
 So that's really what we've been focused on
 And relative to that kind of approach
 Ultimately to brain
 Which has never been done before
 It's really fascinating
 The microhabits
 We complicate things as human beings sometimes
 And I think it's somewhat of a
 If it's complicated
 Then I have a reason not to do it
 Or self sabotage
 Go down to the whole psycho
 And analysis that
 But these microhabits
 And understanding them
 And training based on
 What some of the most successful athletic
 It's simple but smart as hell
 It makes a ton of sense
 Incremental change
 That's it
 It's why do people fail
 After the new year
 Saying they're gonna do X, Y, or Z
 Because they set these, you know, big goals
 And ultimately, you know, they're not
 Approaching it from that perspective
 Incremental progress
 I'm gonna change everything
 And that's the hardest part
 I've been building these analytical systems
 I've applied it to a number of industries
 And to private equity
 The machines are the easier part
 It's the human behavior
 That's always the hard part
 You know, at the end of the day
 And we're creatures of habit
 And so fundamentally
 Focusing on
 The reason why
 And how
 Usually we'll get them there
 Quicker
 I'd bar but on point
 I'm thinking of foreign
 Like making a decision
 The kitchen
 And how much data goes into that
 Tell me you'll let your hair down sometimes
 Haha
 Oh
 For sure
 As we were chatting about
 And I'm also a munition
 I really actually have both side
 Of my brain that are firing constantly
 So very much analytical
 But also very much a free thinker
 And I'm a multi-instrumentalist
 I've been a drummer since I was 5 years old
 And I've been composing
 Pumpkin electronic
 I do have a pump single coming out
 Next month in July
 It'll be under my name
 I mean you have perfect name
 Kind of for science
 Or music or art
 Thor is like yeah
 Covers all the gamut
 You can go any direction with that thing
 I appreciate that
 Yeah, it's a punk song
 We're actually
 Including
 Neural activity in the song
 So Galen is
 Is singing with me on this
 And he has a microphone in one hand
 And then we're taking his brain signal
 Literally out of the neural implants
 And essentially
 He's controlling a synthesizer
 So he's singing
 And controlling a synthesizer
 At the same time
 First time in human history
 It's all for fun
 It is fun
 You can't send me a copy of that
 I won't hear it
 Absolutely
 Yeah
 I like
 I definitely like kind of that electronic
 I don't know
 I had just time in my 20s
 Where I was into some electronics
 I grew up a rock guy
 And country
 And all that stuff
 Then there was like this electronic year too
 I don't know
 I think it's that time period
 I grew up
 I love that
 I love all of it
 My father's a
 He's guitar has played
 Banjo
 Bluegrass you name it
 He did a great job
 Of kind of setting like brain one
 I think it like 70,000 feet
 Let's come down to the ground floor
 Of how this is
 Getting into the hands
 Of both the people
 Setting protocols
 And maybe the consumers
 The in game
 The simplest concept
 Is you are a reflection of your daily routine
 So when we use the word protocol
 We know it's a bit sciencey
 But it's really just following a series of steps
 And ideally you have a measurement mechanism behind that
 And so specifically
 Where we started at brain one
 We were essentially feeding in
 Every paper on neuroscience
 That you can find
 And then we were summarizing it
 And so as a very specific example
 Have you ever heard the hypothesis
 That dementia is preventable
 I have heard that
 Generally it's the paper that's cited
 Is called the Lancet 2020
 It identifies roughly 12 behavioral
 Essentially modifications
 Lifestyle micro habits
 That you can do
 And that 30 to 40% of global cases of dementia
 There's about 55 million today
 Could be essentially supported
 Improved through these behavioral modifications
 And so these are things like connection
 Clean air hearing
 In some of these things
 If you live in a city
 You may not have the cleanest air
 But there's a number of things that you can do
 And so very early on
 We took a paper such as that
 And we put it into the AI
 And then we generated essentially an editorial
 And then secondly we generated a protocol
 And we're going to be giving these away on brain one
 These are things our parents are terrified
 Literally right now of dementia and Alzheimer's
 And so there's these structured frameworks
 That you can follow
 That ultimately will help prevent these things
 And of course there's a genetic disposition
 Alzheimer's
 You have that ultimately
 You have the specific genes
 You may have the expression
 And thereby you know
 Have the phenotypic
 Essentially impact on your life
 But you can still essentially
 Have the impacts of the expression at bay
 Essentially is the concept
 And that with following these types of health protocols
 We could help support
 Ultimately the vision of reaching a billion humans
 And help supporting their brain and biological health
 So that would be one example
 So again, taking the paper
 Running through the AI
 You get an editorial
 You get a protocol
 And then just giving these away
 And then our core model
 Again is the new neuroscience
 So we've developed a 12 week
 Essentially neurobehavioral brain optimization program
 That is comprised of microhabits
 We have a series of measurements
 We have essentially daily exercise
 Weekly exercises
 That people can follow
 With a very specific measurement
 And the measurement is based on cognition
 It's based on biometrics
 And then we're also working towards blood biomarkers
 As we speak
 Interesting
 You know, it's just crystallized for me
 I'm going to throw it out there
 It's like my interpretation now
 I almost feel like you're building
 When you think about the research
 That goes into medicine
 Or products
 Or whatever
 It's always the R&D right
 I feel like brain one in a way
 Is setting itself up to be
 The real world
 In market
 Everywhere
 R&D
 For protocols
 For any type of health wellness
 Whatever
 Because you're taking the existing data
 Summarizing it
 Creating a protocol like you said
 People do it
 They're
 You're getting the biofeedback
 See how that is
 You can improve it
 Or change it based on that
 On almost any type of thing
 Related to health and wellness
 We started in brain
 Where it just because I saw
 That is the greatest need
 We're not taught about the nervous system
 Or really brain health
 As a child
 And especially not as an adult
 So that's where we've started
 But you know where we're going
 To your point
 I mean this is the structured framework
 So we can white label the platform
 We've got a number of white labels that are out there now
 Women's health
 This is an area
 Very near and dear to my heart
 Why does every single woman I know have a thyroid issue
 Endocrine disruption
 And so
 Because it's a structured framework
 It can be applied to anything
 And so now we're working on protocols
 For perimenopause
 Menopause
 PCOS
 Endometriosis
 And to your point
 Again it doesn't really matter
 You have the protocol
 You have the micro-habit
 You have the feedback loops
 And the structured framework can be applied anything
 I was speaking about a month ago
 On Neckar Island
 And speaking in front of Branson
 And these amazing humans
 Afterwards
 This woman came up to me
 She's like
 Oh my gosh
 I am so excited you're focusing on perimenopause
 I'm going through it right now
 She's 33 years old
 And so what we're seeing is this shift
 And so the vision again is to give away
 These protocols
 To humans
 So they at least have a structured framework to follow
 Because this can be reversed
 That's what we're also seeing as well
 And what's the cause of this?
 Well, environmental toxicity
 Is a potential cause
 You know, things like salad
 You've got BPAs, PFAs, glyphosate
 Bragrances
 Side note
 That's potentially a massive cause
 Of these types of disruptions
 And so one hand we're trying to spread awareness
 But we're also trying to provide an actual solution
 That people can use
 To measure and ultimately improve their life
 My wife's a cancer survivor
 And thinking
 She's made a habit to make a lot of changes
 And protocols
 And everything else
 And now she's healthier, more fit
 Than she's ever been
 And demons it takes those wake up calls
 But I'm just thinking through like a journey of that
 And the protocols
 And she's taking a lot of feedback from all places
 But then created her own
 It's really fascinating to think about all of those micro habits
 And everything that kind of add up
 To any one given protocol
 And that's what I knew we had a product
 I started this off
 I bootstrapped it
 And as I showed the concept of the framework
 Of the protocol to people
 They were like, oh my gosh
 I'm doing that in Excel
 I can't tell you how many of those conversations I had
 Littlely people who had been looking for a solution such as this
 And they were doing it again in Google Sheets or Excel
 Or whatever it might be
 Because there was nowhere to really put all of this data
 And there was nowhere to track the different micro habits over time
 And trend, I mean one woman
 She created like gamification
 And streaking around it
 To see if she was on or streaking
 And that's what I knew
 We had a product that people really needed
 And that we could really, really help support
 Ultimately up to a billion humans is the goal
 What's interesting is
 Kaibo around it is
 The opportunity for both people of influencer
 Just people in general
 To monetize and gain value
 From what they've learned
 What they've implemented
 And sort of that knowledge capital
 For a lack of better words
 Talk about that a little bit
 You mentioned early on around influencers
 I'm not really a big celebrity guy
 But I will say
 Having lived in LA for about a decade
 And I mean now
 In Colorado
 I do surround myself with some really incredible humans
 And one example is
 I'm actually speaking at this longevity conference
 With Malik Jackson
 And so Malik is a super bowl champion
 And honestly just such an amazing, amazing human
 And I got to know Malik over the last number of months
 We actually met at a bio resonant clinic
 Over at the board seasons
 It's called Sports IQ in West Lake Village
 And they're doing some really interesting things
 Around bio resonance
 And the use of Tesla coils and frequency
 And connected with Malik
 And showed on the platform
 And he was just blown away
 And so he's come on board
 As essentially a brand ambassador for us
 And taking his health protocol
 And putting it on to the platform
 So people can download it
 And utilize it
 And then we're working towards a program with him
 To support his colleagues that are dealing with TBI
 We're working with world class
 Neuroscientists and MDs
 And again that idea of having the protocol
 That is built into the program
 That people can follow ultimately
 To help with some of the things
 That they're dealing with
 You know relative to mad brain injury
 And some of these other areas
 And it's just incredible
 And do people ask about your health protocol
 And every single influencer athlete says yes
 Because it happens all the time
 There's so many articles out there right now
 Taylor Swift, Tom Cruise
 What are they doing essentially in their daily routine
 And you're curious
 How do people perform that hard
 And that's strong
 And again it's following a strict protocol
 So that's something
 We're embracing working with amazing athletes
 World champions
 But also does normal everyday humans
 There's a good friend of mine in Aspen
 She's a two-time cancer survivor
 She swam
 The English channel her name's Ali
 Her protocol is on the platform
 Single mom of two
 And she just crushes it
 And so we're not just appealing
 To world around athletes
 And influencers
 But it's the normal everyday human
 We had a woman the other day
 That is working on a cowgirl protocol
 She lives in Ohio
 And she has her own way of doing it
 And again there's commonalities
 In these things
 Being outside
 And nature
 And I come back to nutrition
 Exercise stress and sleep
 Is kind of a core
 But then too graphically
 And you know, it's all over the world
 People do these different things
 To optimize their health
 And so that's actually been a social aspect
 Of what we've built
 We had one guy
 A triathlon buddy of mine
 We were training for the Malibu triathlon here
 This is two years ago
 And I had a team actually
 A brain one team
 And we had about 10 people
 That were racing with us
 Before I even launched the company
 They were so dedicated to health
 And he rolled in with these jar of worms
 And these were cordiceps worms
 And they are not cheap
 It was about a thousand dollars for these worms
 And literally
 They were cordiceps worms
 And that was one of his micro habits
 Nutritional supplements
 Specifically
 And we crushed that race
 He got first place in his age group
 He named Dean
 And he, you know, eating these cordiceps worms
 Again, that's a nutritional supplement
 As an example
 But people
 We all do these different things
 And now a lot of them are becoming more mainstream
 10 years ago
 We were doing red light
 And now it's on Tony Robinson's website
 Which is cool
 But a lot of these things
 Are not necessarily new
 They're just becoming more mainstream
 Because people are looking outside
 They're just core
 Western medicine
 And just focusing on the disease
 Now it's prevention
 And that's a big thing
 We see across the board
 And these protocols
 Is how do you help prevent these things
 Before they actually become a disease
 That's really an integral part of what we're doing too
 That's why I love the crossover
 With my other show vibe science
 We're doing
 We're just trying to shine light
 On both sides of the equation
 Modern health
 The innovations that are happening there
 But the alternative wellness protocols
 And that shouldn't really have the word alternative
 In front of it
 It's just wellness
 Like it's longevity
 And let's get ahead of it
 Let's prevent this stuff
 Remember happening
 Versus the treatment
 The never ending treatment
 Of the problem once it's there
 Going back to brain health
 You don't want to be thinking about your brain
 Just when you're in your 50s and 60s
 You want to be thinking of this
 Ideally in your 20s and 30s
 At least that foundation of health
 And then in your 40s and 50s
 So you're not seeing the impacts in your 60s and 70s
 By the time they get the towel
 And amyloid proteins start building up
 The good news is you can still have support
 But the sooner you start to address these things
 Obviously the better
 In your adulthood
 Obviously being healthy
 Ultramarathons
 All these things that you've done
 Had protocols that you have
 And so you have a lot of knowledge there
 But now being
 At the center of brain one
 Everything you're doing there
 You're learning a lot
 Let's give some two or three micro habits
 100% value to our audience of
 Yeah
 If you do nothing else
 Do these
 Let's do like three
 So of course
 Huberman talks a lot
 About the impacts of direct sunlight
 When the morning
 When you get up
 And that whole concept
 Of your chronotype
 And circadian optimization
 So direct sunlight is absolutely critical
 Another is connection
 Every micro habit
 We have hundreds of protocols now right
 And then we have
 Thousands of micro habits
 And so you can click on
 The direct sunlight exposure micro habit
 And you have the benefits
 You have the how to do it
 And now we're doing videos by the way
 We're using a scientific paper
 That's the one thing that's different
 Around what we're doing
 We're not just asking chat GPT
 Tell us the benefits of X
 We're actually taking the pure viewed
 Science to paper
 And that becomes the backbone
 So everything that we're building
 Is ultimately cited
 But it's also using Gen AI
 We touched on this earlier
 So side note
 And now we're doing it at scale
 So it's interesting
 How to utilize these tools
 Another really big one
 Is connection
 And related is purpose
 So part of what we built into that
 The platform is that concept
 When you get up in the morning
 It's connection
 It could be connections to yourself
 It could be spirit
 Source
 Whatever you want to call it
 We don't care
 But finding that connection
 And people that wake up
 That have purpose and connection
 Generally lived 10 to 15 years longer
 And it could be a book club
 It could be meeting with friends
 At a coffee shop
 It doesn't matter
 But people are that of the most isolated
 You know, generally have a lower life expectancy
 So I think those are a couple really important ones
 And then you could also look at
 You know, learning a new thing
 Could be a musical instrument
 Don't feel
 Talk about neuroplasticity
 Learning a new language
 It could be an instrument
 And keep learning into your 70s
 And 80s and so forth
 Never stop learning
 Those would be some of the three
 Really important areas
 That anyone can do
 And you can do them for free
 You don't need some fancy machine
 And you don't need to pay
 Expiresy
 And then of course I love all the standards
 You know, I'm a big, cold plunge guy
 Which isn't good for everyone
 But for me
 I'll tell you what
 Measurement of my own stress
 And the autonomic
 parasympathetic nervous system
 You know, cold plunge of course
 Would would be another one
 What's worse for you
 Having a sleep deprived night
 Or eating a big juicy cheeseburger
 Oh
 Like a sleep, for sure
 Yeah
 You think
 Yeah, hands down
 You know, and again
 You can eat a cheeseburger every once in a while
 There's nothing wrong with that
 But it's if you're doing it every day
 That's when the problems occur
 But you to the prior question
 You're not going to be neurologically optimized
 If you're not sleeping
 You're not going to be
 Just neurologically, you know, biologically optimized
 I mean, if you're not getting the right amount of sleep
 So we're actually working on
 Sleep stacking protocols as an example
 There's one thing people could do
 It's find the best sleep you possibly can
 And then I'd also recommend
 Right now I'm wearing Woove and an aura
 And a Garmin
 I do time series to see what's the most accurate
 There's no standardization of like
 HRV, heart rate variability
 But at least just having a track
 So you start to understand those patterns
 And then you can start to optimize your behavior
 It's a game changer for every single human on this planet period
 Yeah, you can't change what you don't track and measure
 Absolutely, you cannot manage what you don't measure
 Yeah, I had a mentor that told me that
 You know, 20 years ago
 Into this day
 So that's really important
 And these tools have gotten cheaper too
 So you can get these trackers a couple on our box
 Are you even less than that
 Where can people learn more about everything
 Thorin and Brain1
 Brain.1
 Oh, any
 We've got a wait list
 And if they mention your name, Ryan
 And right about now
 We'll put them to the forefront
 We're going fully public in the next three months
 And we'll be taking this thing out
 And the vision of giving away
 These protocols
 And then we have these brain optimization programs
 And really just appreciate your efforts
 And all the things you're doing
 And you know, appreciate the opportunity
 Love it
 Can't wait to build on our relationship
 And all things brain1
 It's exciting
 It's important
 And it's changing a lot of lives
 So I really appreciate you coming on the show
 Awesome
 Thank you Ryan
 And appreciate your audience
 Hey guys, you want to find us
 Ryan is right.com
 You'll find links to brain1
 Thorin
 All the information
 There's a lot of the stuff that we had today
 That you can access there
 Appreciate Thorin for coming on
 We appreciate you for making us
 Number one, give us a like
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 With Ryan Alford
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