thing I don't understand is I keep hearing people say that Hamas will rearm themselves because of the ceasefire. Where would they get these arms? Is it because they could more easily get to a different tunnel where there's some arms? Because I doubt they're running out of arms. Aren't the tunnels just full of ammo and arms? It seems to me that they've got that area pretty buttoned up. Nobody gets in or around. I don't know how they were going to get any extra arms from the outside. So unless they had some way to repurpose them on the inside, I don't know that it would make any difference. So that's just an open question.

Did you see the viral thing that happened with North Face, the maker of outdoors clothing? There was some viral TikTok, an attractive woman who must have had a big social media presence. I don't know who it was, but she was up hiking in some remote part of Australia and it was raining and she was wearing a North Face made rain jacket that she I guess she thought might have been a little waterproof but it wasn't. So she was complaining in this remote mountain where there's just nobody else, like all by herself up on this mountain, and she's just waterlogged and wet and she's complaining into her phone. And she tells North Face that she wants them to bring her a new jacket at the top of the mountain. So North Face, magnificent bastards that they are, immediately leapt into action and managed to get this quick film. They did this so quickly that she was still on the mountain, right? They rented a helicopter, they got a film crew I guess, and they got a guy that they filmed running into the store, grabbing a jacket, running onto a helicopter. You see the helicopter find her on the mountain. She really was the only one there and it was easy to find her. Wasn't much in trees or anything. It was kind of open land. They see her. The helicopter pulls down next to her. And this is the funnier part. The guy with the coat gets out and he runs over to her and she acts like she knows what's happening at this point. And instead of talking to her, he throws the coat at her. He just throws it at her and she catches it and he turns and immediately runs back to the helicopter and goes away.

Now how many of you think it was planned? A little bit too good. A little bit too good. Yeah, I'm going to say it's not impossible that it was organic. It's not impossible. But the timing doesn't make any sense at all, does it? Have you ever tried to rent a helicopter? Can you get your helicopter rented in an hour? Got your film crew and then they found her on the mountain. Yeah, it was still funny. So whether it was planned or wasn't planned, I would still give North Face a triple plus for marketing. It was kind of amazing. Yeah, even if it was planned it was amazing. I don't mind if it was planned, if it was just a marketing stunt. I'm okay with that. It entertained me.

Well, the big story is that Elon Musk was at that same event I mentioned, that DealBook thing, talking to Andrew Ross Sorkin. And when asked about the advertisers who are leaving the X platform because of his alleged anti-Semitic comments, which were of course not anti-Semitic, that's the way these things work, and he said about them, "Don't advertise." If someone is trying to blackmail me with advertising, blackmail me with money, go fuck yourself. Go fuck yourself. Is that clear? I hope it is. Now I only had one word response for that: legend. And then he said, "Hi Bob," talking to Bob Iger of Disney, who might have been in the audience. So I don't know. I don't think I could love this any more than I do.

I do love the fact, as was pointed out to me by user BlackjackFing on X, who said calling the people leaving blackmailers is a genius reframe. And he mentioned my book. You know my book, Reframe Your Brain. Yes, it's about reframes. But that's what Elon did. If you allow their frame, "Hey, you said something anti-Semitic," so they left. You lose, because then you're arguing from within their frame. "No, I didn't do it. I didn't do it." Well, you're in the frame. "No, but I didn't do it." Never works. You have to change the whole frame, which he did. He changed it to blackmail. Does that ring true when you hear blackmail? Does your brain say that wasn't blackmail? Or does your brain say, you know what, that was pretty blackmail? You know what mine does. So mine grabbed blackmail just like it owned me. Now that's a good reframe.

And then what did he do to sell the reframe? He pissed on your tablecloth. He used terrible swear words in a situation where you should not use terrible swear words, knowing of course that it would be viral. So not only did he reframe it, but then he lit a nuclear bomb under the reframe so you're not going to miss it. Not only that, but he did it in such a way. Let me ask you this. Let me ask you in the comments. You tell me how many in the comments have now quoted him, either talking to a friend or in your mind you repeated it or you retweeted it. How many have quoted him already? A lot, right? The news people do, right? A lot.

If I've taught you anything about AI and the fact that they use these large language models to create some kind of intelligence, that's kind of what he's doing. He just drew your attention to it in a way you couldn't miss. He said something interesting so you repeated his words in your mind. What happens if you can get somebody to repeat your words in their minds? It reprograms them. So he actually reprogrammed half of Earth by doing that. If you think that was just, I think the news is reporting it as like an epic meltdown. That was the opposite of an epic meltdown. That was a persuasion play that had the best persuasion technique you'll ever see. You can't beat that. You had the provocation by doing something out of context. He did it in a public way. He got all that attention.

Now what do I tell you are the two strongest persuasion elements? The two strongest parts of persuasion are fear, correct, and fear and visual. Yeah, the visual part of your brain. Now attention is necessary for all persuasion. So if you set attention, that was, you get credit for that. But if you can give fear and a visual thing. He didn't say you. You would have been bad persuasion. He told Bob Iger, a person that you can personally, if you know business, if you follow business at all, you can picture him. And he didn't say you. He said go fuck yourself. I literally see Bob Iger trying to get his dick in his mouth. Can you beat that? No, no you cannot beat that. That's visual persuasion even in a verbal sense. So verbally he painted you a picture and he painted you a picture that's a physical impossibility. Was that a mistake because it's a physical impossibility? No, that's technique. Because the physical impossibility is what makes you think about it so long. You're like, well you can't really, well suppose you, okay if you took enough yoga. No, but if he were built, if he were really well hung, if you count anal, you know. So it makes you think about it and it makes you think about it visually. You just can't get better than that.

And then as far as fear, when he says blackmailed, even though he's being blackmailed not you, you can feel it. I could feel that because you could put yourself in this position and you're thinking really, you're going to blackmail this guy? And my favorite part was he didn't have to say the richest man on Earth. Didn't need to say it. He just said you're going to try to blackmail me with money. That to me that was the kill shot. With money. Because you know what that was designed to do. The way he framed that, you know what that was designed to do? Make them feel hopeless. Do you think I'm going to stop funding this because you're with me? I'm sti