2. MATHEW CUTTS
• POPULARLY KNOWN AS MATT CUTTS.
• 46 YEARS OLD AMERICAN SOFTWARE ENGINEER.
• ADMINISTRATOR OF UNITED STATES DIGITAL SERVICE.
• WORKED WITH GOOGLE ON SEARCH ENGINE
OPTIMIZATION ISSUES.
4. ETHOS
• CREDITABILITY.
• MATT USES MORGAN SPERLOCK AS A GUIDE TO HELP HIM WHILE HE FELT
TRAPPED.
• CLIMBING OF MT. KILIMANJARO.
5. PATHOS
• ENTHUSIASTIC AND HAPPY TO SHARE HIS EXPERIENCE.
• MEMORABLE TIME.
• AUDIENCE CAN DO ANYTHING THEY WANT BADLY FOR THE 30 DAYS.
• ABLE TO CONNECT TO AUDIENCE PERSONALLY BECAUSE OF THE
CHALLENGES.
• RELATABLE TO AUDIENCE.
• ENCOURAGING THE AUDIENCE.