Lunch With Norm

This is a farewell celebration episode almost entirely composed of mutual appreciation, inside jokes, and goodbyes. The only substantive material is a brief, partially explained press-release-to-LLM-indexing strategy and boilerplate entrepreneurship advice about resilience and mentorship. 62 minutes yields perhaps 4-5 minutes of usable content.

“if you want to be in the Google AI, uh, summary, it's a great way to do it. If you want to get indexed um, into the LLMs or into podcasts, it's a great way to do it”

“not everybody's meant to be an entrepreneur. You've got to be able to, to be resilient”

The only idea with any novelty is using press releases to rapidly update LLMs and appear in AI-generated summaries, which is timely if underexplored. Everything else - resilience, don't invest money you can't afford to lose, join a mastermind - is recycled standard-issue advice found in any entrepreneurship blog.

“we published that press release for you. We started noticing changes within the hour, and within three hours a bunch of the LLMs had picked it up”

“we thought press releases were dead. We were paying Press releases, uh, $125 to remove old posts that were showing up in Google Search console manual actions. And now we're back to doing press releases”

Kevin King is a legitimate Amazon/e-commerce practitioner with credible real-world experience, and Colin Campbell is an author and multi-business operator. However, the majority of airtime goes to loyal listeners (Marcia, Howard, Simon) who are community members, not practitioners with hard-won domain expertise. No one is brought on specifically to share substantive knowledge.

“It's now won 37 global awards, the most awarded book on entrepreneurship in history. And, uh, it continues to defy the odds. I was just looking a few minutes ago. We're number eight in the United States right now on Amazon”

“I've really enjoyed just nerding out with you and talking E commerce and SEO over the years”

There are a handful of concrete details - 670 episodes, 37 book awards, LLM updates within 4-5 hours, a specific press release workflow - but these are scattered and none are developed into rigorous evidence. Most claims are anecdotal and unverified within the conversation.

“within four or five hours it updated all most of the LLMs except for ChatGPT. ChatGPT seems to be a little bit slow, but it updated most of the LLMs with four to five hours with the correct, um, language”

“We're number eight in the United States right now on Amazon for, um, for starting a business”

There is no meaningful interviewing in this episode. Kelsey's two substantive questions ('hardest part of running the podcast?' and 'advice for 2026?') are soft, predictable farewell prompts with no follow-up or pushback. The format is a serial appreciation session, not a structured information-extraction conversation.

“what was the hardest part about running the podcast?”

“what piece of advice would you give, uh, a seller going into 2026, uh, now that the podcast won't be here to give them advice”