#88 with Greg Isenberg (part 2) - Why Plugins Are Big Business

**SPEAKER_1** (0:00)
Welcome back, this is part two of our brainstorm session with Greg Isenberg. We're going to continue on, we talk about a bunch of different topics, it's pretty fun.
Greg's a good guy, hope you guys like it. So here we go, part two, let's do it.

**Greg Isenberg** (0:21)
I basically sold a box of air on eBay for like three to seven bucks, and it would make money on shipping.
But I would say like, hey, you're buying a box of air, and people would think it would funny. It was funny.

**Shaan Puri** (0:34)
And they were buying it for somebody else as a gag or what?

**Greg Isenberg** (0:36)
Yeah. I think it was mostly as a gifting thing.
And then I included like- Did you get PR for it? I got some PR, yeah, a little bit.

**Sam Parr** (0:46)
All right. I'll tell you guys something, one interesting thing that I'm paying attention to.
Greg, are you a car guy?

**Greg Isenberg** (0:52)
I like cars.

**Sam Parr** (0:53)
Okay. There's this guy named Doug DeMorrow. Do you guys know who Doug DeMorrow is? He's this really nerdy, just like a horribly nerdy guy. And he reviews cars and he's really funny and he's cool and he's well loved. And he's got two or three million subscribers on YouTube. And he'll review all types of cars and he's funny and he's like cute and endearing. And he just launched his own car auction.
It's pretty amazing that he did this because he's a YouTuber and you think, well, like he's probably not that good at doing other. I mean, you know, he's a YouTuber. I wouldn't expect him to build a content thing. But I accidentally pulled up. It's called Cars and bids.com. He launched this site. It looks amazing. And he's already populated the site with hundreds of fancy cars for sale. So the whole point is that it's cars that are vintage or cars that enthusiasts love. So like a 2013 BMW M5.
It's not like a particularly expensive car, but people who love BMWs love this model of car.
It's amazing that this guy built this. And I think that what's interesting to me is that a lot of people. I don't know if he's partnered with someone. I think that I bet you that's what happened. But a lot of people partner with YouTubers, kind of like what they did with Ipsy and the Kardashian lady.
And this is just the perfect execution of this. It just launched two weeks ago. I think this is going to be a huge thing. And these car companies are quite interesting.
These are the places.

**Greg Isenberg** (2:24)
This is brilliant. I think if you marry the unbundling of Reddit with the partnerships of influencers, you're good.

**Shaan Puri** (2:35)
Right.

**Greg Isenberg** (2:36)
There you go. You get the credibility from the influencer, put them in, put them on the cap table, whatever.

**Shaan Puri** (2:43)
Right. Because look, for any lifestyle trend that you find on Reddit, like the body weight based fitness thing that Sam's talking about, or vegans or whatever, there's going to be lifestyle influencers that live that same lifestyle that have gotten famous for it on Instagram, on YouTube, whoever.
And if you marry those two together, you use Reddit as the source for, okay, which lifestyles are trending? Okay, this the fire movement is trending in the personal finance community? Cool, then I need to go find people who live that lifestyle, partner with them for distribution for my product. And in this case, the influencer did it themselves. But more and more people are sort of doing it on an equity basis instead of, you know, pay for post type of thing, which I think is, you know, has its trade offs as pros and cons.

**Sam Parr** (3:28)
It's pretty interesting. Like another what I would do is I'm quite fascinated with the job board space still.
I don't think anyone has completely nailed the job board space. But you could definitely do it where you partner with people and you talk about cool companies because the pay per lead for jobs is quite, quite high.

**Shaan Puri** (3:46)
So did you guys see what Andrew Wilkinson, another friend of the pod who's coming on, I think next week. Did you see what he posted yesterday on Twitter? I think this is pretty smart.
He posted about this, this Gmail idea, Sam, did you see it?

**Sam Parr** (3:59)
I did. I did.
But it was a plug-in for Gmail that I don't know what it does. I forget.

**Shaan Puri** (4:06)
Basically, he took, he replicated the two features that matter in Hey and hey.com. Like, hey, you could screen, you know, new recipients first before they show up in your inbox. And also, it'll just hide all your newsletter cruft in one one spot, like better than the core thing. I think that was that was the crux of his idea.