the reason though is you're controlling the google search. if somebody says something awful about you that's not true, you can post and google will trust your site and put you higher. i felt a bit sheepish when i first started it because i don't need by own -- i don't feel like i'm my own brand. >> i need it every day. >> well, scott, you are your own brand. everyone is their own brand and you can't shy away from it because it's actually denying the world the opportunity to engage with you. so, if you think you have special talents or unique value to the world, you have to be out there. you have to be found. >> i have two questions for you. my first one is the name of the book, "branding pays." i have a punch of followers. how do i monotize them, make money off them? >> it's not necessarily just monotizing your name and your brand, but hopefully, if you brand yourself correctly, you'll be able to achieve your goals. whether they're career goals, whether it's getting funding for