Directory · Building Underway · S1 · Episode 13

S1 · Episode 13 · filmed 25 September 2026 · 4:55

Connecting X to Underware

I connected X to Underware, so founders can now one click push to every social channel. I'd stayed away from the X API because my research said it was difficult and cost more money, but when I finally looked at it yesterday it was the easiest one by far, far easier than Instagram, LinkedIn and TikTok. Some of the other connections are still sitting with the app developers waiting to be accepted for public use. The rest of this one is me recording ad scripts on camera, fluffing one and doing it again, talking about why Underware is an interview rather than a speech and why one take is the take.

Read the transcript

we're back we are back although there's a bit of a bug on this when it starts anyway we're back and it's wedding day bit of a bit of a big night last night maybe you can tell the weirdest thing about PST time zone is I I've been up since well I've been waking up really super early every day it's like you do three or four hours and I'm still at 930 in the morning super weird but it's wedding day and some big news we connected X I think I got this impression some while ago when I you know when I was connecting Instagram and LinkedIn and tick tock man they were absolute headache to connect and I'm still waiting on some of the app developers because we have to create an app in the developer section and then it has to be accepted so even though I can use not all of them have been accepted for public use right for when I have customers anyway but I did some research not long ago and I saw the X was a difficult one and it costs more money and X Y Z so I just kind of stayed away from it I didn't really look into it and then I think yesterday I looked into it because why not and it was super easy like that the easiest one by far like the the API and and the setup was so much easier so anyway cool thing is now we can connect to X all founders can connect to X so now we can do one click push to every social media channel if you want so that's that the other thing is I think yesterday's episode we recorded like some ads Not ads yeah kind of ads I also use them because they work well and they show the product well and stuff So I use them on the website the landing page So I'm going to record some more now It's kind of funny you guys watching an episode here where it's just me recording ads in a way So I've got some notes up on my screen I need to do three more scripts So one thing people don't realize about Underware is well you don't write anything with Underware Got that wrong You don't write anything with Underware because it's an interview it's not a speech And it will ask you the questions that you've prepared or that it's prepared and you just speak And then it listens and then asks you another question So that's one I don't think it went that well actually Probably because I had too many drinks last night Retakes With Underware one take is the take Yeah so with Underware one take is the take And the reason I've set it like that is because it's not about finding the hook It's not about virality It's just about talking really naturally Like right now I'm recording right I've stuttered I've kind of had blanks mind blanks and I'm still going Which is not really good when it's using this to cut up for an actual ad So I'll probably have to do that one again But normally these episodes are just behind the scenes and it's meant to be not perfect That's the whole point And I want founders to just get in front of the camera If they want to be on the camera they can do audio Just shoot Just shoot answer questions and boom just finished Don't look at it if you don't want So let's do that one again So with Underway one take is the take And the whole point of it is because it's not meant to be perfect It's meant to be you documented in real life and just naturally Anyway oh and also Underway asks the questions out loud So you're basically talking to a human You feel like you're talking to a human So it comes off very naturally You're not reading a script and squinting with your eyes to see what you've got to say There's nothing worse than actually when you see someone talking on camera And you see that they've got a script and their eyes are kind of going left to right It just straight away doesn't have that It's just not genuine It's just not transparent And I think there's nothing better nowadays than just being genuine just talking straight on camera I think someone said on Twitter the other day that now we're in the age of AI where everyone's doing launch videos because you can create a launch a really cool launch video with just telling Claude I want a launch video The fact everyone can do that now means kind of the best launch videos are just you talking to the camera like this grinding away doing the hard stuff Doesn't always mean you're going to be successful But I guess as we move more to people using AI in their day to day life people are going to value just the physicality of doing stuff the manual labor the real products But that's it

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