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Why Every Johnny Harris Video Goes Viral
59 segments available
In this episode, I sit down with YouTube storytelling master Johnny Harris to discover how he creates his videos. Johnny Harris has proven he can make pretty much anything go viral, from breakfast and lottery tickets to bread-making and extra virgin olive oil. We look at his entire creative process, breaking down exactly what makes his storytelling so addicting to watch. We cover the complete workflow: writing, drafting, editing, visual composition, and sound design. By the end of this video, you'll walk away with practical tools to become a better visual storyteller yourself. Enjoy! Get 60 days free Readwise Reader at https://readwise.io/davidperell/ 0:00 Intro 0:35 Johnny's entire process 5:14 Notes from the field 9:18 Researching for a documentary 10:15 Marketing 101 13:15 Script vs no script 14:30 The two kinds of storytelling 15:18 The only app I use to read articles [Readwise Reader] 16:44 Johnny breaks down a 4M view video 25:06 Writing visual scripts 27:27 Is he writing or coding? 34:38 Video-first writer 38:20 Johnny's weekly schedule 40:35 New art direction 45:34 Market vs passion 50:27 Every story is a promise 51:47 Finding the paradoxes 58:56 Writing for retention 1:03:20 Johnny after Vox 1:04:26 Pillars of YouTube writing 1:05:27 Complexity, made simple 1:07:19 The art of surprise 1:11:33 The Economist style of storytelling 1:18:11 Inviting human stories 1:21:05 Craftsmanship is #1 Johnny Harris @johnnyharris https://www.patreon.com/johnnyharris https://www.instagram.com/johnny.harris/ I also made a website that helps you learn from the best writing of all-time: https://writingexamples.com/ Hey! I’m David Perell and I’m a writer, teacher, and podcaster. I believe writing online is one of the biggest opportunities in the world today. For the first time in human history, everybody can freely share their ideas with a global audience. I seek to help as many people publish their writing online as possible. Follow me Apple: https://podcasts.apple.com/us/podcast/how-i-write/id1700171470 Spotify: https://open.spotify.com/show/2DjMSboniFAeGA8v9NpoPv X: https://x.com/david_perell
Segments Timeline
The Art of Viral Storytelling
Johnny Harris, a master storyteller on YouTube, shares insights on how he crafts videos that go viral. He discusses the balance between creating beautiful content and ensuring it resonates with viewers, emphasizing the importance of every aspect of the creative process, from writing to sound design.
"Johnny Harris is one of the best storytellers on YouTube the thing about him is he can make any story go viral let's talk about breakfast lottery tickets extra virgin olive oil and what I wanted to kn..."
The Four-Month Video Process
Johnny outlines his comprehensive four-month process for creating a video, starting from story pitches to the final production. He explains how he collaborates with researchers to gather information and visuals, ensuring a well-rounded narrative.
"how does this get done how long does it take and what are the the core pillars it's about a four month process wow for each video it starts with sometimes it's a story day is and I will like roll our ..."
Scripting Week: The Heart of Creation
During scripting week, Johnny dedicates three to four days to intense writing and visual direction. He describes how this focused time allows him to immerse himself in the story, leading to a more compelling final product.
"often I deliver a a reporting brief this is what I want to know about this thing I did this last night on an airplane a reporting brief about El Chapo's prison escape how cool like like I I want to kn..."
The Post-Production Journey
Johnny explains the post-production phase, detailing how the initial footage is transformed through various cuts and edits. He emphasizes the importance of collaboration with the post-production team to bring his vision to life.
"scripting week is usually three to four dedicated days of Hardcore writing and it is me in a room completely engrossed in the story writing and Visually directing and art directing doing all the that ..."
Navigating Creative Frustration
Johnny discusses the challenges he faces during the writing process, particularly when he feels stuck or frustrated. He reflects on how constraints can drive creativity and the importance of maintaining focus amidst challenges.
"30 times a year yeah yeah so my the way that looks for me I don't ever see any of that I see what's on my calendar as the work block for scripting this we whatever this week is and when you are the mo..."
The Power of Constraints
Johnny shares how working within constraints has sharpened his skills and improved his team's efficiency. He reflects on the balance between productivity and the need for flexibility in the creative process.
"anymore we make 30 and now there's some flexibility and so some weeks are longer and I'm able to push it and that's nice that I've had to do that a couple times this year already and so that's sort of..."
Capturing Thoughts on the Go
While on the road, Johnny reveals his method for capturing thoughts and ideas through voice memos and notes. He discusses the chaotic nature of fieldwork and how interviews can shift his narrative perspective.
"fast constraints constraints sharpen you and like so much of our skill as a team is because we we have that those constraints and that urgency we can't be precious and so the constraints are they've a..."
Evolving Storytelling Techniques
Johnny reflects on his evolution as a storyteller, from letting stories come to him to proactively engineering narratives. He discusses the balance between preparation and spontaneity in fieldwork.
"doesn't happen as much when I'm writing and researching for my computer you know but like when you're in the field talking to humans everything is chaos and to into something meaningful which always l..."
Researching for Impactful Stories
Johnny explains his approach to research before filming, emphasizing the importance of grounding himself in the subject matter. He shares how this knowledge informs his storytelling and enhances viewer engagement.
"to Finland in a couple weeks weeks and I'm intentionally just not not like deciding what I want to say or even a framing or even anything I'm just going to go and I have stuff lined up but the access ..."
Crafting Clickable Content
Johnny discusses the significance of creating compelling thumbnails and titles that attract viewers. He explains how these elements serve as promises to the audience, setting expectations for the content.
"so I I I'm I'm I'm kind of not int I'm intentionally not going too deep so tell me this with Saudi Arabia that was a thumbnail you designed in advance right yes so this was that was a headline you des..."
The Promise of Storytelling
Johnny elaborates on the dual nature of storytelling promises: engaging viewers with a clickable hook while delivering deeper insights throughout the video. He emphasizes the importance of satisfying viewer curiosity.
"answer a promise I know I'm going to answer and how do you think about that promise so you have right here why Saudi Arabia is building A1 trillion dollar City in the desert like is that a I need to a..."
Balancing Scripted and Unscripted Moments
Johnny shares his approach to balancing scripted content with spontaneous moments while filming. He explains how this balance allows for authentic storytelling while maintaining narrative structure.
"those who who don't have that first experience and um I don't answer it in the first 10 seconds or the first minute but by the end of the video I have to what I do have to do is promise that I'm going..."
The Only App I Use: Reader
Johnny introduces Reader, the app he uses to save and organize articles for writing. He explains how it helps him streamline his research process and keep track of valuable insights for storytelling.
"pressure to do that when I'm on the ground cuz what what ended up happening when I'm on the ground is I'm thinking more about where am I going to go do a standup meaning like a I'm going to set the ca..."
Designing a Video from the Ground Up
In this segment, Johnny discusses the meticulous planning that goes into creating a video, particularly one about the Mormons. He explains how he coordinates writing with visual direction, ensuring that each sentence corresponds with specific visuals. This approach allows him to create a cohesive narrative that engages viewers effectively.
"episode and look I got to love a product in order to promote it and I can tell you that I use reader every single day so this what I did dip I called up the CEO and I said yo will you give how I write..."
The Backbone of Historical Storytelling
Johnny elaborates on the advantages of writing history videos, which often come with a built-in structure. He discusses how knowing the chronological order of events simplifies the storytelling process and allows him to focus on curating and explaining the content in a fresh way.
"producer I'm given a big info do and I start to write and I start to think about story and I start to think about visuals and as I'm writing I am writing words and then I'm immediately going over to t..."
Engaging Openings: Hooking the Audience
Johnny shares his philosophy on crafting compelling opening lines that immediately engage viewers. He emphasizes the importance of starting with action and emotion, using examples from his work to illustrate how a strong opening can captivate an audience right from the start.
"chronology and that's whenever it's a history video I'm like ah I don't have to wrestle with a with a structure thank God you know fighting structure is brutal yeah you know the first line is always t..."
Visual and Narrative Harmony
In this segment, Johnny explains how he pairs visuals with narrative elements in his scripts. He discusses the coding system he uses to annotate visuals alongside the written content, ensuring that every word aligns with the intended visual direction, which enhances the storytelling experience.
"we're doing this like we are in something already we're not ramping up to it other times I like to ramp up but but there is something about this cold open just hit them with emotion tone action Visual..."
Active Language in Storytelling
Johnny discusses the importance of using active language in storytelling, drawing from cognitive linguist Steven Pinker's insights. He explains how clear, action-oriented language helps viewers visualize the narrative, making it more engaging and impactful.
"sentence it it kind of has a a rhythm to it yeah but it also hits you with okay and the original didn't have husband to 40 wives the original was just leader of 26 uh thousand Mormons fathered of 14 c..."
Setting the Stage for Tension
Johnny describes how he builds tension in his narratives by establishing clear motivations for characters. He illustrates this with the story of the Mormons and the federal government, explaining how he visually represents their relationship to create anticipation and emotional engagement for the audience.
"that way we keep going the prophet s Revelator was dead and the Mormons were under attack so they fled I'm a big believer in what Steph Pinker who is this Harvard cognitive linguist who I love um has ..."
Simplifying Complex Events
In this segment, Johnny talks about how he simplifies complex historical events into relatable dialogue. He emphasizes the importance of making history accessible and engaging for viewers by translating lengthy processes into concise, conversational language.
"it is my entire Bible of writing so who did what to whom and active yeah there's an agent there is a there in in syntax jargon it's like there is an agent who is acting who is verbing something yeah i..."
Fact-Checking for Credibility
Johnny explains the rigorous fact-checking process that underpins his videos. He discusses how every assertion is verified and cited, ensuring that the content is credible and trustworthy. This segment highlights the importance of maintaining high standards in storytelling.
"story because again classic style like people act they they they move forward in space and time so I've built this section where I say the Mormons knew the US was coming and they were worried they nee..."
The Shame Draft: Visualizing the Final Product
Johnny introduces the concept of the 'shame draft,' where he translates his script into a timeline format. This allows him to visualize the final video, assess its flow, and make necessary adjustments before production. He emphasizes the collaborative nature of this process, involving feedback from his team.
"is set on expanding there's tension here and and over time this this process unfolds where the big federal government slowly starts to move west and the scar we know that the Mormons are scared and we..."
The Shame Draft Process
Johnny Harris explains the concept of the 'shame draft,' a crucial step in his video production process. This involves translating scripts onto a timeline, allowing him to visualize the flow and structure of the video. He emphasizes the importance of feedback during this stage to refine the narrative and pacing, ensuring that every element aligns with his vision.
"things I lost when I left an institution was having like an editor and a guide over me um my wife is who's also the the leader of the company and kind of the executive producer of all the things looks..."
Fact-Checking for Credibility
In this segment, Johnny discusses the rigorous fact-checking process that underpins his videos. He highlights how every assertion is verified with citations, ensuring the integrity of the content. This meticulous approach not only strengthens the narrative but also builds trust with the audience, showcasing the importance of accuracy in storytelling.
"but these grips are me really kind of letting the cement dry a little bit uh pretty pretty quickly um field pieces are a little bit more chaotic because there's more interviews and more moments but um..."
Emotional Conclusions in Storytelling
Johnny shares insights on crafting emotional conclusions in his videos. He describes how he aims to reflect on the broader implications of the story, often incorporating personal experiences to deepen the connection with viewers. This technique enhances the narrative's impact, inviting the audience to contemplate the themes presented.
"fact checked and yeah it's a lot it's it's it is and then we we published these as a source dock that people can go look and scrutinize our sources a lot of my videos history or explainer videos follo..."
Juxtaposition in Narrative
In this segment, Johnny discusses the art of juxtaposition in storytelling. He explains how he weaves together praise and criticism to create a nuanced narrative. By acknowledging the complexities of his experiences, he engages the audience in a deeper dialogue about the themes of struggle and beauty within his stories.
"this one because this one was personal I say my wife and I went to school right here in the heart of it in this beautiful Valley surrounded by these massive mountains feeling close to the specific sug..."
Writing for the Ear
Johnny reflects on his unique writing style, which is tailored for video rather than traditional text. He emphasizes the importance of rhythm and cadence in his scripts, making them engaging for viewers who may be multitasking. This approach highlights his background as a visual storyteller and his focus on auditory experience.
"conclusion but again it's next to an understanding that it has Beauty to it as well I'm wondering what your Inspirations are for writing and writing style and just the vibe because as I see the way yo..."
The Sacred Writing Block
Johnny reveals his disciplined writing routine, which he considers sacred. He allocates specific blocks of time for writing, free from distractions, to maximize creativity and productivity. This structured approach allows him to dive deep into his projects, fostering an environment where his best ideas can flourish.
"which is like I don't know someday maybe I'll write a book or something and have to Grapple with that but like for now this is the format that I love for most of my career I made stuff on my own and i..."
Art Direction and Team Collaboration
In this segment, Johnny discusses the collaborative process of establishing art direction for his videos. He explains how he communicates his vision to his team, ensuring that each video has a unique aesthetic that complements the story. This teamwork is essential for maintaining a cohesive visual style across his content.
"as you're doing I um am a little it's a little Voodoo magicky where like I wake up in the morning and I already know what the block is I've been thinking about the block of what I'm going to what I ha..."
Creating Mood Boards
Johnny shares the importance of mood boards in his creative process. He describes how these visual tools help articulate the desired aesthetic for each video, guiding the production team in their work. This practice fosters a shared understanding of the project's vision, enhancing the overall quality of the final product.
"archival video and stills there is how we're going to shoot it it's going to be cozy warm Vibes um there's going to be an a cam and a bcam this is all stuff that's specked out and then there's the ani..."
Embracing a Scrappy Production Style
Johnny discusses the scrappy nature of his production style, emphasizing the value of experimentation and flexibility. He explains how his team produces a high volume of content while maintaining quality, allowing for creative freedom. This approach reflects his belief that not every video needs to be overly polished to resonate with viewers.
"title templates or some of these inspiration for the signs that we're going to animate there's a set design there is animation style there collage some of these are from previous videos we've made now..."
Balancing Passion and Production
In this final segment, Johnny addresses the challenge of balancing his creative vision with the demands of running a production company. He reflects on the importance of staying true to his storytelling passion while managing a team and meeting audience expectations. This balance is crucial for sustaining both his artistic integrity and business success.
"just to ground this 30 videos a year average video is probably 20 minutes you average video is yeah 28 minutes probably so you're producing like 15 minutes of video a week yeah well wellow if that's h..."
Balancing Passion and Production
Johnny reflects on the challenges of balancing his creative passion with the demands of running a production team. He shares how scaling his business initially drained his enthusiasm, leading to a reevaluation of his role as a bottleneck in the creative process. This segment highlights the importance of maintaining passion in storytelling.
"how do you balance that with yo you got 25 employees that's a huge bottom line how do you balance those things what Johnny wants to do versus what the people want or something yeah um we learned a few..."
The Art of Marketable Titles
Johnny discusses the significance of crafting compelling video titles that attract viewers. He explains his process of generating multiple title options, focusing on the promise each title conveys. This segment emphasizes the importance of curiosity-driven content in engaging the YouTube audience.
"what we're doing is we're bottling what is is built which is this organization and we're now launching other channels under the same production process right but it I have to feel it in my belly or um..."
Leveraging Data for Success
In this segment, Johnny talks about using data tools to analyze video performance and optimize content packaging. He shares insights on how to leverage viewer statistics to enhance video reach and engagement, illustrating the intersection of creativity and analytics in modern storytelling.
"there's thumb thoughts and this has been updated a little bit since uh this video we have a little bit more sophisticated kind of packaging sometimes we'll check comps on one of 10 which is like a you..."
Curating Compelling Narratives
Johnny explains his approach to curating narratives by selecting key historical elements that resonate with viewers. He discusses the importance of structuring stories around a central promise, ensuring that the content remains engaging and fulfilling for the audience.
"has to get done social description like what's going to how we're going to post this all the all this stuff this feels less like you need to be doing it I I don't do any of this okay um and then s the..."
Exploring Human Complexity
In this segment, Johnny delves into the complexities of human stories, emphasizing the need to highlight paradoxes and emotional depth. He discusses how his writing style aims to connect technical subjects with human experiences, making complex topics more relatable and engaging.
"somewhat fulfills that otherwise the packaging could be so overly disconnected from the the what is fulfilled in the video that like people feel betrayed now again I do have this secret belief that li..."
The Poetic Voice in Storytelling
Johnny contrasts the explainer voice with a more poetic approach to storytelling. He emphasizes the importance of evoking emotions and inviting viewers into the narrative, creating a more engaging experience that transcends mere facts and figures.
"saying here which is history has been B born by the people who live on these islands the human wall that protected the country and might have to do so again the people who live among the undetonated b..."
Inviting Curiosity Through Language
In this segment, Johnny discusses how his language choices foster a sense of curiosity among viewers. He highlights the importance of accessible language that invites the audience to explore complex topics, creating a friendly and engaging atmosphere in his storytelling.
"this other tone that is softer less precise and people get something out of that as well and and switching between the two from like a cognitive or thinky is tone to a fey tone is in music with visual..."
Creating a Connection with the Audience
Johnny reflects on the relationship between journalists and their audience, advocating for a more relatable and friendly approach. He emphasizes the importance of engaging viewers as equals, fostering a sense of shared discovery and learning.
"who's almost even adversarial to whatever it is that they're covering and they're distanced from it and you see that distance both with the journalist and the subject that they're covering but also th..."
The Challenge of Accessible Writing
In this segment, Johnny critiques the tendency of journalists to use complex language that alienates audiences. He discusses the importance of writing in a way that is both accessible and engaging, ensuring that viewers feel included in the conversation.
"genuine by the way it's an enthusiasm that that comes from how I relate to my friends and how I relate to the world but I've funneled it into my writing and my presentation because I think that it's h..."
Fostering a Learning Environment
Johnny emphasizes the value of creating a learning environment in storytelling. He discusses how inviting viewers to explore topics together enhances engagement and retention, ultimately leading to a more enriching experience.
"smart people and and journalists often will use language that is meant for their peers not for Their audience they will they will say look at how much I know I'm really smart and I need my peers at th..."
The Essence of Good Storytelling
In this concluding segment, Johnny reflects on the essence of good storytelling, highlighting the importance of foreshadowing and maintaining viewer interest. He shares insights on how his natural storytelling style has evolved, emphasizing the need for authenticity and connection in narrative.
"better absorption mhm and so I think little subtle cues like let me show you is a is a great way to set the tone and then in addition that line also promises there's a lot more going on that's a hook ..."
Inviting the Viewer’s Eye
Harris explains how effective storytelling involves actively engaging the viewer's attention through visual cues. He highlights the techniques used in Vox videos, such as circling important elements on screen, to create a rich, immersive experience that combines visual and auditory storytelling.
"pretty strong resentment towards uh the kind of know- it all this is the way it is and these big words signal that you're smart and I wasn't that and I was a visual person and I wanted to understand a..."
The Influence of Vox
Reflecting on his time at Vox, Johnny Harris shares how the innovative explainer style influenced his own approach to video storytelling. He recalls the excitement of working with a team that encouraged creativity and experimentation, which shaped his unique narrative style.
"screen and so you say look at this and it goes over and it circles like a little Zoom type thing yes or it shines or something little subtle thing to be like this is what you should be looking at and ..."
Freedom vs. Structure in Storytelling
Harris contrasts his early freedom at Vox with the later corporate structure that constrained his creativity. He discusses how this shift led him to pursue independent storytelling, emphasizing the importance of maintaining a personal voice and style in his work.
"the Vox explainer style oh my goodness I mean I remember vividly Vox did an interview with Barack Obama like 2015 2016 it's got this black black room and then it's got these animations and it fell lik..."
Pillars of YouTube Writing
Johnny Harris outlines the key principles of effective YouTube writing, focusing on clarity, relatability, and conversational language. He emphasizes the platform's unique environment that rewards authentic storytelling and encourages creators to connect with their audience on a personal level.
"completely like that was my boot camp and and the the people on that team really taught me how to do this how was writing at Vox with a team under an institution different from then writing on your ow..."
Balancing Complexity and Simplicity
Harris discusses the challenge of simplifying complex topics while maintaining their depth. He reflects on the importance of discretion in storytelling, ensuring that audiences can engage with intricate subjects without losing the essence of the narrative.
"people on the platform who come to YouTube for a more democratized experience mhm and tell me about specifics we've talked a lot about specific data points specific stories how do you balance specific..."
The Power of Surprise in Storytelling
Exploring the role of surprise in video content, Harris explains how unexpected elements can enhance viewer engagement. He shares insights on how to craft narratives that captivate audiences by presenting familiar topics in fresh and innovative ways.
"on here I'm not going to get into it unless I was doing a 10 part feature documentary but like it's here I'm going to try to like summarize it um and poetic language is is good for that it's better fo..."
Creative Language and Unique Perspectives
Harris emphasizes the importance of using creative and unorthodox language to describe topics that might otherwise seem mundane. He illustrates this with an example about Antarctica, showcasing how a fresh perspective can transform a potentially boring subject into an engaging story.
"it's still the same thing I let me think of an example on this because this is I think we go to the Antartica anartica is the best example how did we get this a map so detailed so precise that guys li..."
Intuitive Storytelling Process
Johnny Harris shares his intuitive approach to storytelling, rejecting traditional narrative structures. He explains how his unique style allows for flexibility in pacing and content, enabling him to create videos that resonate with viewers without being confined to a specific format.
"language the intro kind of does that but as the piece goes on I I think the analogy here I don't know if this will work but like is a canal and most of us want to communicate in the bottom of the cana..."
Learning from The Economist
Harris discusses how reading The Economist has influenced his writing style, particularly in crafting engaging narratives that balance rigorous analysis with relatable storytelling. He highlights the importance of including vivid details that bring complex topics to life.
"like humans only identify with with this kind of structure how has all the time you spent reading The Economist factored into what we've spoken about so the economist is a very good example of classic..."
Breathing Life into Stories
In this segment, Harris articulates his belief that any topic can be made interesting through good writing and storytelling. He emphasizes the importance of enthusiasm and curiosity in his work, aiming to inspire viewers by showcasing the inherent stories within everyday subjects.
"from and then I also take inspiration from I would say my work is much more peer to peer sharing ethic than the economist who are you taking inspiration from when it comes to writing yval Harari and s..."
The Journey of Storytelling
Johnny Harris elaborates on the challenges of storytelling, particularly the struggle to keep the initial excitement alive as the project progresses. He discusses the importance of remembering the initial vision and curiosity that sparked the idea, and how that can guide the storytelling process to ensure it remains engaging and authentic.
"a it's a contemplative beauty that then becomes craftsmanship and there's like this my senses from studying your process hearing you today is there's this moment this almost transition where something..."
Inviting Human Stories
In this segment, Johnny Harris expresses his desire to incorporate more human stories into his work. He acknowledges the limitations of a singular perspective and emphasizes the value of empathy in storytelling. This discussion highlights his aspiration to deepen the emotional connection with audiences by featuring diverse human experiences.
"what this could be like the vibe of it the actual video very very rough and Broad but that has to exist and then you start to descend into reality where where where you actually have to find the facts..."
The Balance of Understanding and Emotion
Johnny Harris shares his journey towards balancing conceptual understanding with human stories in his narratives. He reflects on his growth as a storyteller and his increasing desire to emphasize empathy, moving beyond mere facts to explore the emotional depth of the subjects he covers.
"gets to the end where that where that Curiosity stays but it but it always is there at the beginning for me what do you feel like you're working on what is it the frontier of your skills where your se..."
Craftsmanship Over Retention
In this segment, Johnny Harris discusses the importance of craftsmanship in storytelling over mere retention strategies. He explains how his focus on high-quality, authentic content has attracted an audience that values genuine storytelling. This segment underscores the belief that passion and enthusiasm are essential in a landscape increasingly influenced by data and optimization.
"that that control is really nice because you get to really craft something but after a while you think well I'm just one brain like what what would happen if I brought this person who was a really int..."
The Human Element in Storytelling
Johnny Harris reflects on the enduring appeal of human storytelling in the face of advancing AI technologies. He draws parallels to the chess world, emphasizing that audiences will always prefer the human experience over algorithm-driven content. This segment highlights the intrinsic value of human connection in journalism and storytelling.
"undersell like I do emphasize human stories and like that that is an important part of it but I think I have a lot of room to grow there and I'm excited about that that's an exciting challenge for me ..."
The Path to Mastery
In this concluding segment, Johnny Harris outlines his approach to teaching storytelling and the importance of hands-on experience. He emphasizes the need for practice and authenticity in developing storytelling skills, encouraging aspiring creators to find their passion and invest time in honing their craft. This segment encapsulates the journey of growth and dedication required to become a successful storyteller.
"enthusiasm is the antidote to the AI creep I I I think so I think it's one um I think the the example I've seen a lot is like in the 80s when computers got better than humans at chess we didn't just w..."