- Platform: meet
- Source: Read.ai 01KQ7XVPA8XPEB82TB0JY3CTFQ (via Ben Ornstein’s account, imported 2026-08-06)
Transcript
Ben Ornstein: Yes. Michael Houck: I got it. Ben Ornstein: Yeah, I don’t think I’m the host. Michael Houck: Guys, I love having an office and a desk. It’s crazy. Ben Ornstein: Changes everything. Michael Houck: Everyone should have one of these things. All right, there we go. Okay, let’s wait for Maurice. Michael Houck: There we go. Maurice Landers III: Hey, guys. I’m late. Michael Houck: Maurice, all good, man. How you doing? Maurice Landers III: Doing good, doing good. Michael Houck: Are we waiting on anybody else from your side, or just going to be you? Maurice Landers III: It’s just me. Also, my internet is bad. So my video is on. It may or may not. Oh, it popped up. There we go. Michael Houck: If it’s going to be easier, we can just all go video off. Maurice Landers III: It’s working right now. Let’s keep it on for a little bit. But if it starts to go on and off, then yeah, let’s switch off. OK, cool. Michael Houck: Well, look, man, pumped to get started. I’m pumped for you to meet Jacob and Ben here. Maybe let’s just do some quick intros, and then we can dive into goals for the call. And sort of go from there. Ben, start us off. Ben Ornstein: Sure. Maurice, nice to meet you. I’m Ben. I am Houck’s chief of staff. I’ll be handling all things operations. So posting, scheduling content, weekly reporting, a whole lot of ops stuff. So anything outside of like the actual content creation, I’ll be like main point of content. Maurice Landers III: Sounds good. Jacob Shipley: Well, yeah, nice to meet you, man. My name is Jacob Shipley. I’ve been writing for Hauk for a couple of years now. And so I’m super excited to get to work. I’ll be in charge of keeping the content flowing, keeping the ideas top of funnel, and then transiting out into social content. So my personal audience, I’ve been writing on LinkedIn almost every day for, four years and have grown an audience of 50-ish thousand people, have a newsletter where I talk about social media marketing, social media management, that has about 15,000 subscribers. So super passionate about all things social media content and super excited to get to work. Maurice Landers III: Amazing. Nice to meet you both. I feel like if I follow that newsletter, then we do a lot of social media marketing. Yeah, nice to meet you guys. I’m Maurice. I’m one of the founders of Duck Tours. We’ll be posting on my account. I thought I was doing my co-founders account first, but it’s going to be mine. I filled out the intake form, so maybe you know what I’m kind of thinking, but I know there was a lot on there. Yeah, we deal with medical travel, medical tourism, how people get procedures overseas. Michael Houck: Right now we do hair transplants, but very soon we’re going to be launching competitive Verticals from like, you know other cosmetic stuff like you know like a facelift or something to you know more serious stuff like IVF and then eventually orthopedics and Yeah, so other things so excited to talk Yeah, and thank you so much for filling out the form too I know it takes a few minutes to do that But it really does help us get a read on things before we dive in here make this call even more useful for us So appreciate it So Any questions, Maurice, on your side before we get started? If not, I can hand it off to Jacob if he can get things rolling. Maurice Landers III: I paid you guys. I’m just thinking administrative stuff. Yeah, I paid. Before it was filled out, anything you need from me before we start? Otherwise, yeah, I’m ready to just, like, figure out what this is. I’m sure I’ll have questions, like, as we talk about, you know, how to approach the content and everything like that. Michael Houck: Cool. Now we’re all set logistics wise. So yeah, Jacob, do you want to take it away and you can share your screen? Jacob Shipley: Cool. Yeah. And then it says my Fathom note taker was blocked from recording. Michael Houck: We’ve got the Read AI one in here. I can share that recording with you at a minimum afterwards. Yeah. Yeah. That’s great. Jacob Shipley: If you can share that. Michael Houck: I’ll look in to see if I can fix yours too. I’m not sure why it’s doing that. Jacob Shipley: Okay. Let me. Maurice Landers III: I have a notion. I haven’t looked at it today, but I got a notion right from you guys. Jacob Shipley: Yep. Okay, cool. Let me close this out. Michael Houck: I’m going to try to add another one in here just in case, Jacob. Jacob Shipley: Okay, yeah, just to make sure. UNKNOWN_SPEAKER: Yep. Jacob Shipley: Okay, cool. Jacob Shipley: So did the intro on me, kind of my background. So as far as working through this, we’ll chat real quick through goals, the audience we’re running to write for the content pillars, voice, and then we’ll be time, you know, any questions pop up, we’re gonna let’s chat through that. So some of this, you might have hit on it in the intake form, some of the things we just want to double click on and make sure we have a really, really good understanding. Our goal is, obviously, I’ll preface this by saying, obviously, early on, it’ll be a little bit more of a back and forth between you and I as we try to work together to make sure we’re really nailing your voice and nailing the content and making sure that we’re getting, you know, hitting the nail on the head in that regard. The goal is to get that to be as short and as close to, you know, ready to go as possible on the front end. So we’ll just double click on a couple of things you might have already talked about. Just so that I have a really good leg up to make sure that we can get the content as close as we can right off the bat. So in that regard, you mentioned your primary goal in the onboarding forum, but can you elaborate what does success look like, What does it mean if we crush this and do it really well? What does that look like in your mind? Maurice Landers III: What does success look like if we do it really well? Posting you know pretty frequently and really I mean I don’t know if I wrote this but the goal is like hiring and the goal is like kind of like tell people like um when we’re trying to hire people you see our website but like you don’t really yeah I feel like there’s a lot more going on inside and there’s um um an interesting and local tourism is interesting there’s like a lot of um yeah we don’t they don’t know what we say for hiring, telling a story, that’s perfect. That’s really what I want. I mean, I want obviously people to look at it and stuff, but I don’t think there’s like a specific follower count I want to reach or like something like that. That’s not necessarily the goal. The goal is mainly just like getting information about us in the public space. Cool. Jacob Shipley: And so I know you had mentioned TwitterX a couple times in the onboarding form. Do you have any LinkedIn presence, or do you want us to be cross-posting that content on LinkedIn? Obviously, if hiring is going to be important, that’s a place we can post that content there. Maurice Landers III: Yeah, cross-posting would be awesome. I mean, yeah. Jacob Shipley: Okay, cool. Obviously, yeah, just coming at it from that lens of hiring, that seems like some low-hanging fruit to be able to do that. Okay, cool. So, posting consistently, helping with hiring, telling the story. Do you guys currently have roles that are open that you’re trying to hire for? Maurice Landers III: Um, I mean, we’re looking for engineers and then just in general, um, we’re going to have like, um, like one person managing each market basically. Cool. Like ideally, you know, when we launch something like IVF, we find someone who’s been working on IVF, really passionate about that, run that side of the business and similar for, you know, the other. Jacob Shipley: Cool. What’s your pitch? What’s your, and this is just kind of going down the rabbit trail a little bit, but I’m curious, like if you meet somebody in an elevator and they’re like, oh, I work in IVF and you say, you should come work for us. What’s your elevator pitch? Like, how do you, how do you explain why they should come do that for you? Maurice Landers III: Yeah, that’d be interesting. I think it would be something along the lines of, you know, whether or not you have a family shouldn’t be based on how much money you have. If you are working in that the first time is not often successful. You know, it’s like 15 to in the U.S. To start, and medicines are often sold separately, and that’s another 10k. So you’re talking 30k for one procedure, and really, they’ll tell you to do three. So 90k is not very accessible for the majority of Americans. Something like 20k, if you do three cycles in Norway, 5k PD3 cycles in Mexico. That’s something that can, you know, make sure a lot more people have this opportunity. You know, and you can see that in places like Israel and places like Denmark, where I’ve seen as many people try IVF because it’s a lot more cost effective. So I think, you know, I’d be saying, Hey, look, you get to do IVF, I’m sure you do it now. And you work with a lot of people. But like, you work with people who can afford which is a very small market compared to what we’re going to be offering you to work with. Jacob Shipley: Cool. Awesome. And so the dream would be when you open, when you have a job opening, you’re immediately filled with qualified candidates that are really excited about not just the job, but about the mission of the company. UNKNOWN_SPEAKER: Exactly. Jacob Shipley: Okay, amazing. So target audience would be prospective candidates primarily. Is that the way you’re picturing it? Is like the main person we’re writing for is people that are in the ecosystem that might come to work for you someday? Maurice Landers III: Yes. Jacob Shipley: Okay, cool. What do we know about them? What do you know about our target audience of prospective candidates? Who are they? What are they interested in? How are they thinking? Where are they hanging out? Thing you know about their background would be super helpful. Maurice Landers III: Yeah that’d be great if I knew some things about them. I mean imagine they’re probably on Twitter or yeah imagine they’re probably on X. That’s like in general where I think they’d be. Presumably they’re seeing stuff like, like I imagine they’re not necessarily aligned with like the peptide biohacking crowd, but like similar types of stuff, like they’re seeing stuff about peptides and about new medicines that are coming out, like, you know, new cancer treatments and new studies and that type of thing. And I imagine they’re getting a lot of content around things happening in their industry. So some of the IVF is getting a lot of content about like the new breakthroughs in IVF for like how Costco is trying to make IVF medicine cheaper. Or like, I feel like they’re probably consuming a lot of news around their breakthroughs and stuff in their industry on Twitter. That’s what I imagine they are. Cool. Jacob Shipley: have is there any like secondary goal or any desire to obviously you know the main the main goals hiring heard that but then is there like just general audience growth or just trying to get the word out of what the company is and what the company is doing? Maurice Landers III: Yeah like the more followers we have the better. Jacob Shipley: And so I assume that would be perspective people well any follower is a good follower but you know you obviously million followers that doesn’t generate any revenue isn’t really the ideal either. So somebody that’s potentially interested in you know medical tourism as for themselves or someone they know or you know just interested in the industry as a whole. Maurice Landers III: Yeah I think maybe like medical tourism propaganda would be really fun to do. So I don’t necessarily see, like I’m not going to be tracking my link and seeing how many people Twitter refers to signing up to get stuff. But I think there’s this guy, his name is Jeff Tang. He wrote like two sub stacks on medical tourism. Now he’s like the medical tourism guy. UNKNOWN_SPEAKER: What was that last one? Maurice Landers III: I think I would love to be the medical tourism guy. I’d like to talk about why people travel. I think it’s pretty obvious why people travel for cost but there’s other reasons why people travel too. I’d love to just be like a medical tourism propaganda machine is like the second goal. Maybe stories of people, I can give you some stories, maybe like why people travel, maybe like the benefits, maybe like, oh, hey, there’s like, you thought the best doctor for orthopedics was in the US, but actually there’s this guy who’s done X, Y, Z, or like, like I wrote, there’s like this new fertility thing that’s only available in a couple of places, like Mexico, Australia, places that are turns IVF from 14 days of injecting yourself with hormones into one. And that’s like a perfect reason to travel, right? That’s not, it’s not even the cost thing. It’s like, oh my, the worst part about IVF is injecting yourself with hormones. Cause that like changes your mental function, your body and everything. So if you only had to do it for one day instead of four, that’s like way different. Jacob Shipley: No, that’s, that’s, that’s a great example. As I start to kind of think through content ideas, is there a place where these examples that you’re just so familiar with that you’re just pulling these like is there a place I can kind of look for things like this content ideas or is it best to connect with you and like say hey why do people travel and you send me a voice memo on you know three reasons off the top of your head? Maurice Landers III: That’s a good question. I think, I don’t think there’s necessarily a place to go, but we can start by sending me a voice message and I’ll look. I know Reddit people talk about getting medical procedures abroad and talk about maybe why they did it. UNKNOWN_SPEAKER: Okay. Maurice Landers III: There’s no like, I don’t think there’s any like popular like general medical tourism separate or anything like that. Jacob Shipley: Do you have, like, internal stuff? Do you have, like, blog posts or anything like that where you’re publishing thoughts on this? UNKNOWN_SPEAKER: No. Jacob Shipley: Okay. That’s something we can talk about, too, that we can kind of think through, is, like, if we have a really successful, long-form LinkedIn post that generates a ton of engagement, we can always talk about what that looks like, maybe potentially down the road to populate, you know, for a blog or newsletter, whatever that looks like, because I think that’s It’d be cool, like how you said, you want to be the medical tourism guy. It’d be cool for doctors to be the, you know, I have a question about medical tourism. You’re where I go. You know what I mean? Yeah. Three or five topics that are at the intersection of like your business expertise. And so this is like the example I always use of like, what could you bend your fist on a table and talk about for half an hour? Like what gets you really fired up to talk about? Maurice Landers III: And just like some business expertise and what you can learn about the course. I mean, I definitely feel like the benefits of medical tourism outside of the costs are like, I can talk about. Specifically, waiting sucks. Waiting for treatment is just terrible. I’m an engineer and I’m working through it now but I feel like pretty confident about like I’m pretty AI built at the moment so I feel pretty interested on how to I’m thinking a lot about how to design a code base that is is driven not by humans but by AI. But that is not necessarily in medical tourism. Let’s see. Maybe this is, I don’t know if this is is actually right, but we talked to a lot of, this is probably the same as the first one, we talked to a lot of people where the U.S. Is like literally detrimental for them. I think they’d be better looking at abroad first, even if it wasn’t cheaper, but I feel like that’s the same thing. Jacob Shipley: Wouldn’t you also have some personal background too right of like the your experience medic like with medical stuff that you kind of mentioned in your onboarding form right? Maurice Landers III: Yes certainly also my sister just took out a 24k loan for dental stuff because she was she’s yeah I don’t know what why she did that. Jacob Shipley: Okay I like that how open are you to share the stuff that you share in the onboarding form or was that all fair game to write about? UNKNOWN_SPEAKER: Yeah, very open. Jacob Shipley: OK, cool. And so that’s the next question of what’s unique about your perspective on these topics. I think your personal background, your personal individual experiences, stuff that my goal is always to nobody could copy and paste your post and put it on their own feed because it’s embedded with your unique experience and your unique perspectives, anything you want me to be aware of Obviously I read through the onboarding form about kind of some of your background and you know experience but what what makes your take unique on on this you know these topics in this industry? Maurice Landers III: Certainly, my personal experience with the medical system and then I don’t know I mean I’m like I mean I think what our company does is pretty cool just in general like I think it’s very common to the goal of our company is to kind of support you throughout the whole journey and I don’t think that really that happens in healthcare in the U.S. Like we are like we have long lasting relationships with these people we talk to people six months before they get a procedure we talk to them for a year after the procedure so we don’t talk about like we’re not just like go get a like not just like buy your flight we’re not just like you know buy your flight make sure you have your passport all that stuff we like talk to people about their fears about traveling people who are scared to go on the plane because they haven’t been on a flight this long and we talk to you after about the recovery sometimes that stuff happens and we like help you organize like doctor visits and stuff like that most of the time good things happen you really enjoy your um stay you want to go and back like so many people have been like oh man you know I went to turkey for this medical procedure and now I just want to go back again to travel because like it was so fun and I got taken care of so well and I don’t know I feel like we um like um we have a lot of stories about and we have stories about everything we have stories about things going wrong stories about things going good stories about um experiences with like you know I don’t know people’s actual emotional experience of getting a treatment. Jacob Shipley: Yeah. Are those stories compiled anywhere or is that just between you and your co-founder? Do you just kind of have these, a bank in your head? Maurice Landers III: Banks, but I would love to write everything down. That is, that would be a benefit of if, if, you know, we start to write everything down, if we can find a source for like medical tourism, like information, like I was talking are like you were talking about earlier, that’d be like a benefit of, you know, working with you guys, that’d be like, very useful to do our company. Jacob Shipley: Okay, cool. Yeah, I love that. I think that makes all the sense in the world to be able to if there’s information like that, if we can kind of create a, you know, I use the word database loosely, but if we create like a place where we have all these these stories and these thoughts kind of cataloged, make it easy for people to find it and become that trust source to where you and the company are top of mind for all things high quality information on medical tourism. Maurice Landers III: Yeah, we can totally get something like that together. Jacob Shipley: How would you say the ways that you talk versus the ways that you don’t talk? Like if I’m writing for you, what’s going to be an immediate red flag of I would never talk like that, I would never say that? And also just like having this conversation with you, different from how you’re talking right now and how you think you talk when you write things down? Maurice Landers III: Yeah you know one thing I speak very casually I don’t really use that like jargon very often but I feel like if the goal is to be like kind of like a like a source for medical tourism they do tend to speak very seriously to work lots of jargon. So I apparently don’t do that and I’m a little bit worried if that’ll work or not but yeah. Also I don’t in anything I write I literally write like I talk. That’s the only way I could write. So I would say I really could talk lots of probably not great grammar, lots of like and starting sentences. I think they told me not to do that in school and um yeah I mean it literally sounds like I’m speaking is how I try to write. Jacob Shipley: Cool um and I think yeah that’s you have an interesting point there about like something in the medical you want it to be you want to sound trusted but at the same time you also want to sound approachable right you want to sound like you’re you know, people can chat with you about it, but at the same time that you’re knowledgeable and know what you’re talking about. So I think that’s a needle worth threading. Is there anybody in this space or in an adjacent space that you’ve seen that does it really well? UNKNOWN_SPEAKER: Let’s see who I like, Jacob Shipley: You mentioned, what was his name, Jeff Kang. I’ll be sure to look up his stuff. Maurice Landers III: Yeah. I have been like, Jeff, I was just really interested in how a little thing and like yeah like on twitter and stuff he’s kind of like anyone anytime anyone talks about tourism they’re like at him because he wrote like this sub stack so I think it’s kind of interesting how like um at least the tech world and I mean probably world in general but at least the tech world doesn’t really know that much about tourism like so little that um no one person’s article can That. Let’s see I’m trying to go through my bookmarks to see if there’s anybody who I liked how they talked. Jacob Shipley: Like how they talk or, if you see anybody like they talk about things you want to talk about like that’s always helpful to to pull content ideas from so either or. UNKNOWN_SPEAKER: sounds good. Maurice Landers III: there’s like the peptide people who talk about like some adjacent stuff like um max super power or used to be lose you Looks like your video froze. Michael Houck: Maybe let’s try going video off, guys, in case it’s impacting his connection. Jacob Shipley: Hey, what’s up? Michael Houck: Hey, hey, we went video off to make sure connection would be okay. Is this better? Maurice Landers III: Sounds like my browser just crashed. I don’t even know what happened. Oh, shit. Michael Houck: All good. We can say video off just in case, but I’ll pass it back to you. Jacob Shipley: Cool. Yeah. So I had Jeff Tang and then you said the peptide people and you mentioned Max Markian from Superpower. Maurice Landers III: Yeah, thanks Mark from Superpower. DreamyX writes a lot of like, he’s very technical. He does a lot of like, he does a lot of arts and stuff, which is always fun. UNKNOWN_SPEAKER: Yeah, very cool. Maurice Landers III: I think if I If I find someone, I’m on Twitter a lot, so if I find someone, people like tell stories. I know I like Sean Perry. He has a very casual demeanor in general. He does casual posts, but they’re not very informational. Jacob Shipley: That’s helpful to know voice-wise, though. Maurice Landers III: But I’m on Twitter a lot, so if I find anything, for some people who like share stories and like, oh, I like the way they told like this story or like this thing and I’ll send it. Okay, Slack. Jacob Shipley: Wonderful. Okay, cool. I feel like this is, this gives me a really good headstart to kind of think through as far as like content ideas. I’ll pass it to Ben here in a second to chat through like the operation side of kind of what next steps look like, what the process looks like as far as the cadence of the scheduling and how things work. I’ll start writing this week and try to get by the end of this week, I’ll have drafts for our first batch of content. So I’ll start kind of distilling everything we talked about today, everything you talked about in the onboarding form, I’ll do a bunch of research and try to really understand the space, really understand you, the company, the voice, and I’ll start drafting some stuff together. The way it works is, is I will write it. Every single post that I write goes through an internal review process that goes to our editor-in-chief. He’ll look through everything. He’s built up a six-figure following as well, and so has a massive experience building personal brands and writing for companies. So he looks at everything. Then it’ll go to client review, where you will see it. Any edits that you have will be addressed right away. I’ll get those, and then we’ll schedule it out. So Ben, do you want to chat through anything on the operations? Side you wanted to cover? Ben Ornstein: Yeah, for sure. So yeah, so Jacob kind of outlined the Notion process, which is super helpful, big like automations, and it’s very seamless. And so on my end, when you kind of approve content within Notion, I’ll be able to schedule it. I’ll follow up afterwards to get access to your X and LinkedIn so that we can link it to our scheduling tool. We handle scheduling, the posting, we also handle what we call proactive and reactive engagements. And so what these are proactive, these would be like, kind of trying to get your name out there by by commenting on other posts, other people’s relevant posts on X within your niche, or just influential people that you want to get access that you’d like access to and to people to see your content. That’s so I’ll I’ll follow up with a few things on that side of things afterwards over DM. And then reactive is, we obviously, we’re writing the content, we’re posting the content for you, and then we’ll be commenting on your behalf, of course, in your voice on your own posts. These are optional, we do highly recommend it though. Maurice Landers III: Yeah, definitely wanna be doing both of those things. Ben Ornstein: Perfect, okay, cool, yeah. On a couple things on this side of things. But as I mentioned before, yeah, I’m really, I’ll be the main point of contact for questions outside of like the actual content writing, which would be all things Jacob. UNKNOWN_SPEAKER: And yeah, I’m pumped to get started here. Michael Houck: Sweet. Maurice, any questions on any of that, either on the content side or the ops side that we should chat through while we’re on the call? All together? Maurice Landers III: No, nothing I can think of I’ll do a lot of research. We’re all on Slack. So I will message there. I’ll try to make sure I have like a… See, I don’t really know exactly. As you guys can see, I don’t really know exactly. I have a clear vision in my head of what I want to post. I just know that I need to be posting because that’s what you need to be doing. Michael Houck: Cool. Well, we will help iterate and find exactly what folks are going to respond to most from your account. And I’ll go through, and you’ll get a Loom video from me later tonight that will just walk through, hey, here’s how I would optimize your profile. And since we’re going to be cross-posting to LinkedIn, I’ll do that too. So you’ll see that come through, and then we can help out with any of the changes if you want to move forward. With them. UNKNOWN_SPEAKER: Sounds good. Michael Houck: All right, man. Well, cool. I’m excited for this. Let’s have some fun with it. Let’s grow it. And let’s find you guys some great folks to hire. Maurice Landers III: Let’s do it. Let’s do it. All right, man. Michael Houck: We’ll talk to you in Slack. All right. Maurice Landers III: Bye bye. Maurice Landers III: See ya. Bye. Michael Houck: See ya.