Joel Stone and Andy Rao

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00:00:00,000 [Music] Hi and welcome to the Sunday Lunch Project Manager podcast
for Sunday the 23rd of January 2022. This is your host Nigel Creaser and in this episode we meet Joel Stone and Andy Rau,

00:00:25,520 the head honchos from Code Break, the marketing that sells guys. [Music] This episode I’m absolutely delighted to welcome on 8 new sponsor to the show.

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00:03:27,520 [Music] So what the heck’s been going on over the past couple of
weeks in my personal update? I would say the most significant thing is I’ve spent the last couple of weeks, or one of the most

00:04:06,800 significant things, spent the last couple of weeks doing full weeks, five day weeks, unheard of from me for since March last year, which has
been okay, quite tiring, okay, I’ve been getting on with it. So that wasn’t
too bad. I’ve done a few podcast interviews, so we’ve got some of those in the bag

00:04:30,080 and they’re setting up a few others for later in the year. I think we have
currently the schedule runs through quite comfortably now through till
early April. Still on the old hook out for a few others, I’ve got a few pending later in the year, so looking forward to doing some more of those.

00:04:52,880 I’ve been trying to promote the book a little bit, and I’ve done a few
interviews, and I have some interviews coming to talk about the book on different stations, and I’m trying to remember if, and my memory serves me correctly, I was on the PMO

00:05:15,840 Office Project Management Office Arrows in the interview a couple of
weeks ago. So since the last time I spoke, yes, it was, I was on a live show with the great PMO Joe, which is a long-term business with a food him on this show, talking about the book and talking

00:05:33,760 about project management and shooting the proverbial about stuff,
which was quite nerve-wracking, because it was a live, my first live
interview that was live streamed on, linked in and on YouTube. So first video interview that was streamed, I’d done the one just before Christmas that was a live
00:05:57,760 radio one, and I really enjoyed it, as I say it was a little bit
nerve-wracking, but it’s great all the same, so that was kind of all that
sort of stuff. What else has been going on, I think, we’ve just gone through Blue Monday, and I think a few of us may have been

00:06:18,240 feeling that a little, if you have, my thoughts on it aren’t taught to people, taught to others, tell them how you feel, ask them how they
feel. We can all, through January, it kind of is a bit of a down time, and it can be a bit down to earth compared to the whole excitement

00:06:41,120 of it in the holiday season. So I’m working on keeping myself buoyant. I
had kicked off running a couple of miles every day, but after a week of
poor sleep, I had a few days where I just went, not doing this, I was just absolutely shattered. So got a reset my goals on that,

00:07:01,440 still got my goals for different. I mean, distance is in speed, not quite as
scary as last year’s marathon, I signed up to it in February. So yeah,
that is really all I’ve got to talk about, about me and what is going on. So I think we’ll get onto this interview with Joel and Andy,

00:07:24,320 one of the few double headers that I’ve done. We talk a little bit about
how marketing for business, and how they use marketing, the project,
so that they put together and methodology in there, thinking about it, and then go into a little bit around how marketing is key to

00:07:45,840 your project and the branding of your project. So I hope you enjoy that and speak later. Today I’ve got Joel Stone and Andy Ruyer on the show. The founders and head honchos at Code Greg, Code Greg team
is sought by leading business people for their help and insights into marketing,

00:08:13,520 specifically marketing themselves. Their clients enjoyed results from such as 1500 pounds worth of sales, 1500 quid worth of spend and
doubling the speed of their growth. They’re basically results based on marketing. I know these guys, they’re local to me,

00:08:34,400 and I think they are brilliant and great fun. And welcome to the show
guys. Thank you. That’s a very kind introduction, but I think I wrote that.
I’m mangled most of it. I still change a couple of words. I’m not a lot of happy with a couple of words.

00:08:50,320 Yeah, yeah. I know what you’re changing to now. Yeah, you always
tinker with it every time you visit your website. That’s marketing, so you just always look home, refine, tweak, make it better. 00:08:59,280 True story. I had to ban Andy from the website once. From our own website. Is this the same thing as whether you should ban George Lucas from Touching Air,

00:09:10,480 I think, to do with Star Wars. Yeah, exactly. I’m a handshot first kind of
guy, and Andy’s like, I want Java to look like a slug and slide across the screen. I want Jar Jar Binks back. Yeah, yeah, yeah.

00:09:23,680 Righting, just that’s our bread and butter, and that’s how we help a lot of businesses, just that the power of words really, because I think nowadays so many people focus on the imagery because they’ve got this amazing camera in their pocket, and it’s all about the

00:09:42,400 Instagram, it’s all about filters and making things look cool. But if the words are coming up post, or the words feature on a website, don’t
compel someone to take action, then it’s a bit of fluff really, and I think it’s, it’s much underused now, I think, which is a

00:09:58,480 real shame. I said, anyone who out there who’s at university or leading
school and they can write, you can make a living, and I wish I wouldn’t
tell me that’s a school, make a living from writing, would have saved me
a lot of his pain, and it explains to my dad why I didn’t want to get met.

00:10:14,000 That reminds me, we’re at a more sort of two best selling authors. Yeah,
we’re right. Yeah, I mean, you must be a best seller now. No, no, I’ve managed to ship that many, but it was one here.

00:10:33,360 Okay, cunningly positioned. How did you decide the process of writing?
I find it enjoyable and difficult. Yeah, all the time. The editing I find, this
time, I find it more enjoyable than editing some of the others, but it’s certain parts that you sit there going,

00:10:54,800 I think I like that rubbish and stuff like that. I’ve probably got a lower
vertical, even you guys anyway, but well, I’m a bit, yeah, I’m kind of
going off on the tangent, but I’ve got a little novel, I’ve been handling that for a little while, and I’m really enjoying that because

00:11:11,680 I’ve got the extra flight, I’ve got a structure on it, but actually, I’ve heard
a very practical point of the book, to write to it, except the first draft
telling it is telling yourself a story, and it really is because this thing’s like I was writing the other day and I’ve discovered

00:11:24,080 my main character, the other sister, though I didn’t know if you had it
until I did it, which is just, and it’s like surprising a Squid Game, for example. I’ve been in Squid Game for a while.
00:11:37,280 For what’s watching? My 11 year old daughter’s watch stick, which I
hear is not wise. No. Is it very violent? Yeah, there’s quite a lot of them,
actually, in parts, right? Yeah, it’s disgusting. But it was entertaining, I find it exciting,

00:11:53,920 it was, I can see what people would enjoy, it was quite shocked, but
also quite cleverly done in the characters, quite well. That’s the list.
That’s the list. Just time at the moment, just here, there, everywhere,

00:12:08,400 but I say just come back into Glasgow to good marketing session, that
was really cool, just always trying to play catch up. There’s so much
happening. I suppose in the world of marketing, to be honest, I think people are realising it’s not about the next shiny thing,

00:12:23,040 because there’s always a new shiny thing in marketing and social
media, like, you know, what’s that chat room place called? Clubhouse. Clubhouse. You know, that was massive. Who’s saying like a Mexican? Yeah, that was like massive, massive, and then of course, you know,

00:12:35,440 every time I go on it now, there’s about Grant Cardon, Rob Moore, and that’s about it. Well, Twitter, I’ve got their own audio rooms, now Facebook, we’re about to launch their own audio rooms. Yeah.

00:12:44,880 Spotify got, was it Green Room, something like that? Yeah. Yeah. And sometimes people forget the basic premises of marketing, which are market message media. They’ll never change the platforms or come and go, but don’t follow the platform so much as

00:12:58,560 remember those three core principles, no who you’re writing to, no what to say to them, and no, you know, where they are consuming their media. That’s that’s always been the same. Which marketing? Which media are the principles behind our upcoming strategy day?

00:13:12,080 Yeah, no. Yeah, little plug there, Nigel. Yeah, you’ve got a lot of them coming straight to you, yeah. We are launching in December three strategy day.

00:13:27,040 Well, for anyone who’s interested, really, but the first one will be in
December, we’ll hold them monthly after that, and you can come in and you will leave with an outline strategy for your business, your
organisation, your charity, whatever, your podcast, whatever it might be.
00:13:44,800 And know exactly who you’re talking to, how you should talk to them
and where you can find them, which I think should be the start of end,
all marketing, but very often isn’t. Yeah, yeah, this is kind of you get it with, I’ve heard you guys talk about this before,

00:14:04,720 do you have people in your own IT as well where you have someone
coming to know in my thing myself? Right, we want this system, please. Can you implement that system, please? And it’s kind of all around. What do you requirements? What do you need to know? We want back,

00:14:20,080 no, no, no, what do you require? No, we want that. I mean, you start
from there, and you quit. We just don’t do this. Yeah. Now we have to
hack it and change it to do that. I’m a bit, both of you talk about you, yeah. People come into you and go, I want to,

00:14:32,560 I want to website things and like you say, the conversation you and how
will it be? What do you want the website to do? Have the websites like
you can all of them unless it serves in a need for you to be fascinating? Yeah, do you think it’s an attention to your podcast guys?

00:14:46,720 I’m grieving like that. I appreciate that. You’re like, you’re the one. We knew that we were somewhere. Yeah. As you had a podcast this
morning, she’s listened to our podcast in the supermarket. She’s read
our book. She’s got posted notes throughout the book. She’s got notes and doodles throughout

00:15:02,640 the book. She knew more about the book than we did. And yeah, she
was great. So I think we just need to get cracking on. Well, I was going
to say the second book, but we need to actually get the audio of the
first book done first. So we must just lock ourselves away for a day and get that

00:15:17,840 thrashed out. Have you done audio for your book, Nudge? I am
planning to do what I haven’t done yet. It’s one of those ones where it’s
kind of like, as you can tell, I haven’t really sophisticated studio set up.
And therefore, I’ve got a microphone on the right, working a bit, I’ve worked

00:15:34,080 out how to do it and realize it’s quite a bit of hacking around
post-processing and stuff like that with the KID. I’ve got so I need to find
time to do it right time rather than do the content. Yeah, if it doesn’t go to what I just doesn’t get done.
00:15:51,840 What did you say? Oh, we should come in on a Saturday and do it. When shoes we turn up playing away maybe. Yeah, there you go. She does make her an entertaining group. Yeah.

00:16:04,400 I mean, you have many recently. You what? You won’t have any. You
will. Any what? Beers. Beers. Oh, no, no, no, I’m, but you know, this thing we’re up at Glasgow,

00:16:18,640 there’s two day thing about third the people there weren’t drinking. So,
as I was a bit worried after lockdown when you start going out again, what happens if, you know, you’re in a social situation, you know,
what’s it going to be like when you’re actually in a pub or restaurant having a drink?

00:16:35,520 I know it’s been being all right, actually. And I would say I’m just as witty
and devinear as when I was drinking, Joel. Yeah, and it was a high bar. Joel stopped drinking now as well, Nigel. Yeah. He’s holding me accountable to it, but yeah, I’m off.

00:16:52,640 So you’re pretty good on drinking, though, aren’t you, Nigel? I do, I do a
lot of the brew dog. I’ve got the brew dog, the alcohol free brew dogs
this time. Yeah, so we were drinking at that. The punk AF. Yeah, well, yeah, and Nanny Stake, I like the Nanny Stake.

00:17:07,520 Oh, Nanny Stake, yeah, what’s your name? Hinerkins, yeah, the, the,
um, Prony Libra. I like that one. Yeah, that’s really nice. But yeah, it’s
just got got stuff to focus on. Yeah, yeah, you know, I suppose because me and my wife like a regular drink, it’s, uh, it was, uh,

00:17:24,720 just a big decision we made. And yes, been great. Love it. Yeah, we’re,
we’re, we’re, we’re, we’re, we’re, we’re talking about it. So obviously my,
my list is, are all project management. Yeah. What’s the all through?
And our project managers and the thing that’s always set in my head is,

00:17:44,640 project management, as project management very much follow the
processes, we’ve got lots of laid out processes that you follow that proven and you take the relevant kind of government, and see if you
want, um, that it’s appropriate to what we do in and apply it and, um,

00:17:59,600 the staff, medical, procurement things, all those different things. But
depending on the, the nature of the gen you’ve got, you’ve got, it’s the second whole business, and it really falls into state, called the management. I’ve also teamed them as well.
00:18:16,000 Is that I see there is a brand for your project. Now whether it’s good, but
like HS2 is a great example. Yeah, whoever’s running HS2. Not if you
live in leads. Yeah, exactly. But there’s a, there’s a, um, a bunch of the public stakeholders, also on TV, and some people

00:18:41,120 who, whose houses one street, it was going to go through the middle of
the street, one side of the houses you’re going to stay in the other one,
there wasn’t a, couldn’t quite work, that would be work for any of them.
But, uh, you’ve got those stakeholders there, and the, the perception of your

00:18:53,360 project, you can have public stakeholders who, you need to market the change to them, as a positive or engage them or whatever. Turning
people all the way to the change, you’re going to have a change that
maybe affects loads of people in the organization. You’re going to be changing their processes maybe,

00:19:14,880 or you need them to contribute to the project and all the time, the stance that some can make the change, so certainly by teases and
getting the point. And I will see that the, is a marketing and kind of sales
activity of times that you have as a project manager. And that’s really the kind of thing I

00:19:36,560 wanted to chat about, just kind of go through a few things, where you’ve experienced that kind of thing, how you’ve done it within your
organization or with other organization, but, but wider maybe, a few sort
of simple, straight-forward, um, with us, like, phrase, great. For a, um, for a project manager,

00:19:59,040 who’s setting up the project and maybe struggling to get engaged with,
with, say, called it. Yeah, yeah, we, we do this with our own team. We do this with our own team because, uh, as you can imagine, we, we swan off to various different trainings and conferences and masterminds, and then we come back

00:20:17,200 for the big ideas. Yeah. And, uh, ultimately, the ideas are useless unless
we’ve got a buy-in from our team. Um, and the, the way we do it is they
always have to align with our company vision. So, they don’t align with
our company vision, they’re fundamentally wrong in the first place. So,
00:20:36,640 that, that’s important. And then, we work back from the result. So, this is what we want. This is how we think we’re going to get there. And
then we market that into the team on, uh, on the basis that they then understand why. So, we call that start with why.

00:20:59,600 Why? Okay. So start with why, so that, that kind of wants in it, the main
kind of conversation. Yeah. So, um, we had to very quickly start talking
about ideas in terms of, uh, mind and undisidia and start talking about things in terms of its co-brakes idea. So, uh,

00:21:21,600 immediately that helps with buy-in from the off, um, because they feel
like we’re not just doing it to line our pockets or doing it to make our
lives easier or whatever it might be. Um, and then, the, yeah, the other
side of it is what’s in it for me. So, very much, well, if you can get,

00:21:42,000 you know, for example, if you can do X, Y and dead, you’re actually
shave 30 minutes a day off the time you’re doing grunt work. And we’re
not going to ask you to fill that time with anything else. So, you can use
that time to read, you can use that time to play pool, you can use that time to learn. And

00:22:02,000 immediately people are a lot more into it. Yeah. So, I’m going to find
more to input for them. I suppose that’s the sort of point of it with
bigger, bigger projects as well. That’s all anyone, anyone wants to know from the top to out, ultimately, you know, there are

00:22:23,200 staff, there are, uh, customers, there are potential customers, but
they’re, they’re all people. I know we talk about leads a lot and we talk
about prospects a lot. We talk about customers a lot, but yeah, they’re
all, they’re all people. And every person wants to know what’s in it for me. We are,

00:22:40,640 by our, excuse me, barberry nature selfish. So, how are you going to
get your team to buy into you? Like, Joel said, what’s in it for them? But
it’s much easier when you start with the end in mind. And like, work
backwards from that. If you do that with all our clients, no matter how big or small they

00:22:58,880 are, what is the outcome you want to achieve? And that’s a startable,
like, like, Joel said, start, start with why? That’s just, you know, that’s, that’s one of our values, you know, and, and so many companies
probably don’t have those values, or have any values, I mean, or, or a clear vision. And if
00:23:17,360 they do, how well is that communicated with the team? So, okay, I know we, we got six values. Can you name them? In fact, you name any of
them. You name five of them. And it’s a lot easier to work with people.
And you know, that drives you recruitment policy for a start. If, right, if things don’t

00:23:33,840 align with your values, no, maybe there’s a potential new customer who comes to you. Do they align with by values? No, well, we can’t help
you. We can’t work with you, which is difficult, but, you know, everyone
has got different values, but it’s up to each company, you know, the project manager,

00:23:51,760 what are the values behind this? And once, once you haven’t started,
right? You’re almost always ice skating uphill. You can’t turn back, you
know, you can’t jump in the tardis and go back in time. It’s getting,
getting that done right first. So that’s maybe like the more thinking time

00:24:11,280 needs to be developed. So it’s launched right from the very beginning, and then the only way is forward. That makes sense. And being
single-minded about it as well. Somebody said to us the other day, you know, you know, you say in bolts, he’s there, you know, training, training, training for this one moment in

00:24:28,400 four years. And when he’s like lining up with his thumb and index finger
down the start line, he’s not looking left or right and thinking, fuck me,
these guys look fast, you know, all he’s looking at is like looking down the line, single focus. He know he’s done, he’s done the work. He’s done the

00:24:42,880 preparation. And that’s that’s where he’s going. And not saying like us many more can’t have that single-mindedness, but you’ll reach the
outcome quicker if you do know where you’re going. Yeah, I’ve seen it quite often with projects where we have people who sort of conflict being or

00:25:04,960 sort of vying for priority, or the deliveries that come out of the list and
not always for one area. We have multiple areas, one of the different
things, and we’ve got different priorities, and then that’ll be subject to the software, you as an individual, you as a team are going, right?
00:25:21,600 Today we’re facing this direction. Great. Okay, brilliant. The child
driving, you do all the best work. From Rims 8 to clock in the morning, the problem they do. Right, that what we’re doing yesterday, we’re
changing now, we’re doing this direction. Right, okay, okay, and it’s no exaggeration to be to say

00:25:36,480 that I was in situations where that change of direction was on a daily
basis for several months. Sometimes it was particular as well, and it
was, it seemed exhausting to be honest, and it ends up where you used
to go, “What you’re doing to your team is going, “Well, yeah, it’s going to change tomorrow.”

00:25:56,720 Right, and you use the engagement, don’t you use that investment in wanting to do that next because the way you said about the wine,
again, if you’re going there, there, there, there, there, well, somewhere
in that sponsorship area, in that stakeholder, the wine isn’t clear, is it?

00:26:16,320 Because, they might, yeah, I know, that’s kind of, because I remember,
I think it was in my business, I mean, this course type thing was, like, painting, using the wine as a really good question, I’m talking to
someone about what they want the liquor to be, but I wanted to do that, so why do you want it to do that stuff?

00:26:36,400 Because we do that, so why do you do that? Because we do the vets,
and why, why is it that, by the way? Why? And then, actually, you can swap anywhere along there, if you don’t get them, until you get the
bottle, you can’t until you get to the point where you can’t ask a wine question,

00:26:50,320 you can keep going and tell me you can get to the point where you’re
asked the real crux of it. Yeah. Yeah, the reason I do it is because I’m going to get a little bit more, and I’d do it five o’clock.

00:27:00,400 Okay, that’s why you do it, not because Joe blogs on there, one that
says, it’s the actual root cause of something. Yeah, and you’ll never get marketing buy-in and therefore project buy-in,

00:27:15,360 with like that clarity, ultimately, someone within the team, if there’s a
weekly in the team, it’ll be the person with the least amount of clarity on
why they’re doing, whatever it is they’re doing. Because you had that with our client, and you’re the one who you’re drilling down,
00:27:30,880 why do you want this to happen? And it turned out to do this, kids, didn’t it? Yeah, it was just about generating more sales. Yeah, so we have these meetings with our clients who inevitably have a project or a campaign

00:27:44,240 or something that they want to launch and ask them why. And never, I
think, in certain in the last two years, nobody said, because I want to make more money, nobody said that. And if you get them to the right
point where they trust you, it will be, by the example Andy’s talking

00:28:03,120 about the client had a disabled son and wanted to be able to spend him
to a very good school. I mean, ultimately that is about money, but the reason isn’t money. Money’s a jolly way, essentially.

00:28:18,320 Yeah, exactly. We’ve had someone who wanted to retire to Ibiza, and
they basically didn’t want to leave it so late to retire that when they do,
they couldn’t enjoy it. So, you know, and then some people, it’s been, you know, things like, I want to make an impact in the

00:28:36,000 world or I want to leave a legacy or I want to do something worthwhile.
And when you start talking to people on that granular level about their
purpose in life, you can start to feed into that. And so from a project perspective, when you understand the individual elements that the people

00:28:56,960 involved in their purpose, you can say, well, look, if we do this project,
that’s going to allow you, the capacity to have more of an impact on the
world, or that’s going to allow you the time off to take the holiday that you want it or whatever it is. But I think,

00:29:12,480 yeah, humans are way more complex than the 80s and 90s would have
you believe. And it isn’t just about a big paycheck or a better lunch or, you know, a promotion. Yeah, I think it’s interesting because I was
reading about articles not all of them, that’s the different workforce that I

00:29:34,880 can ever learn with the gen number of references, but the latest group of people who come in and work for us as opposed to me in the late
80s when I was going into the air, and I went really happy, but that’s kind of where you wanted to be, the mobile phone and the course, I was there. That was the
00:29:52,960 dream down at the city London outside Lloyd’s London, I wonder what it
was for me, I had hidden challenges. The thing that I’ve asked about dreams is that it’s not less about being something, and more about doing something. Yeah, the crop of kids is, they’ve wanted a lot of people

00:30:17,040 doing as a kid, but we wanted to achieve something, we wanted to do
something, we wanted to be part of something in contributing the world, rather than being an adult, being an accountant, being an marketing there’s a big project management, you know, obviously, a project management, actually, I know what this is.

00:30:31,840 But it’s about what you can do with them, skip those skills that just part of the tool, and you can have to go to do something, one way. Yeah,
we’re finding more and more, particularly younger staff, but even the slightly more senior staff, it’s experiential, everything

00:30:50,480 to make experiences. So, a financial bonus is not an incentive, they
don’t care, it doesn’t make any difference because ultimately they’re going to go and do whatever they want to do anyway, so wherever
they’ve got the money, you’re not going to do it, basically. But if you say,

00:31:12,160 like we took our team to Alton Towers, that was far more motivating to them, for multiple reasons, the shallow reason, they can put it on
Instagram, and that’s a big thing there, that’s their community, you
know, they can tell their friends, that’s important to them, it gives them a higher sense of

00:31:32,720 worth because essentially money to young people now is just a tool,
like we talked about before, so that doesn’t actually, they don’t draw their worth from how much money they have, they draw their worth
from what they’ve experienced, where they’ve been, the things they’ve done. And

00:31:50,560 ultimately, I think most people are getting to be like that now, I think
certainly a lot of people through COVID, we’re like actually spending time in my family or going for a long walk every day, it’s far more important to me than getting promoted every six months.

00:32:06,320 [Music] Well, I hope you enjoyed the interview with Andy and Joel,
entertaining guys, and I do recommend their podcast, the Slee Hungry podcast, to have a listen to that, well worth listening to,
00:32:27,120 and I think in this section we mentioned their book, “How Look in the
Links” and stuff we’ve got, a link to their latest bestseller book that’s out
there. And yeah, that’s thank you very much for those guys coming on and come along next week and have a listen.

00:32:44,720 [Music] If you enjoyed the show, it would be brilliant if you’d like to
support it, number of ways you can do that, number one is sharing with your friends and colleagues, more people

00:33:06,160 who hear about it, more people, and get to get the experience from my
fantastic guests. If you want to go a bit more than that, you can jump
onto wherever you listen to this and give me a review, five stars that would be lovely, and if you want to look at the throwing some cash towards

00:33:23,200 me, there are a number of ways you can do that, you can pop along to the Patreon/SundayLandGPM, there, or you could grab one of the
books that I’ve published for the years, and obviously get a little bit of
cash from those. On the website under the shop, they’re under, sorry, yeah, under the shop,

00:33:43,040 I’ve got links to all of my guests, previous guests books and the
in-joices on there, and if you jump along to there, you can buy a copy of
the books and I get a little kickback from that too. And obviously with our new headline sponsor of Tamplo, hop in along,

00:34:03,040 signing up if you end up using it, I will get a kickback there as well. So
finally, obviously as I say every time, the most important thing that is
come back next time, I’ll speak to you soon, cheers. Remember if you
want better meetings and better to follow up, Tamplo is way to get it.

00:34:31,520 Don’t forget your one month trial, tidyyourall.com/nojocreasertamplo, that’s N-I-G-D-L-C-R-E-A-S-E-R Tamplo. Well, it’s goodbye from me, Nigel Kreaser, and it’s goodbye from him, the SundayLandGPM. Goodbye.

00:34:51,120 [Music] [BLANK_AUDIO]

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