1 00:00:00,960 --> 00:00:04,480 Speaker 1: And I think, get out of your head. I think, 2 00:00:05,040 --> 00:00:08,520 Speaker 1: look at the people. Be curious. You know, it's not 3 00:00:08,640 --> 00:00:11,680 Speaker 1: about what you have to do, it's about it's more 4 00:00:11,720 --> 00:00:14,200 Speaker 1: about what's going on around you. How does that work 5 00:00:14,240 --> 00:00:16,840 Speaker 1: within your job or whatever. But most people don't take 6 00:00:16,880 --> 00:00:33,240 Speaker 1: that way. So I had a decent amount of experience 7 00:00:33,400 --> 00:00:37,440 Speaker 1: in the dieting space. It's a multibillion dollar industry. In 8 00:00:37,479 --> 00:00:40,280 Speaker 1: my book, Naturally Thin was on the New York Times 9 00:00:40,280 --> 00:00:44,040 Speaker 1: bestseller list for twenty seven weeks um. And it was 10 00:00:44,080 --> 00:00:46,160 Speaker 1: interesting because when I was trying to sell the book, 11 00:00:46,760 --> 00:00:49,000 Speaker 1: nobody wanted to buy it. That's always my story. That 12 00:00:49,040 --> 00:00:50,960 Speaker 1: was the same thing with the skinny Ball cocktail. Nobody 13 00:00:51,000 --> 00:00:53,720 Speaker 1: wanted to do this idea. No one wanted to buy 14 00:00:53,760 --> 00:00:57,560 Speaker 1: my book because they said that it needed to be 15 00:00:58,120 --> 00:01:00,680 Speaker 1: six weeks to expound. That was back in the day 16 00:01:00,680 --> 00:01:03,440 Speaker 1: where it was you would see seven day diet and 17 00:01:03,480 --> 00:01:05,960 Speaker 1: you would know exactly that on next Thursday, you're supposed 18 00:01:06,000 --> 00:01:09,479 Speaker 1: to eat an egg white omelet and next Tuesday oatmeal 19 00:01:09,600 --> 00:01:12,240 Speaker 1: or oapran and a couple of berries. And the truth 20 00:01:12,319 --> 00:01:15,280 Speaker 1: is maybe next Thursday you would be PMS and you 21 00:01:15,280 --> 00:01:18,360 Speaker 1: would want chocolate or not want eggs or whatever the 22 00:01:18,400 --> 00:01:22,160 Speaker 1: reason is. Maybe you're hungover, maybe you want something more hearty. 23 00:01:22,400 --> 00:01:25,360 Speaker 1: And the word diet had the word die in it, 24 00:01:25,600 --> 00:01:30,000 Speaker 1: and I despise the word. I really hate when you hear, 25 00:01:30,480 --> 00:01:33,039 Speaker 1: particularly a mother. It's usually a mother say in front 26 00:01:33,040 --> 00:01:36,720 Speaker 1: of their child, and particularly a daughter, Um, oh my god, 27 00:01:36,880 --> 00:01:39,520 Speaker 1: my jeans don't fit. I'm fat, I was bad, I 28 00:01:39,600 --> 00:01:42,399 Speaker 1: was good. I've got a diet. I've got to lose weight. 29 00:01:42,400 --> 00:01:46,520 Speaker 1: Because kids, the younger generation, they absorb everything we say. 30 00:01:46,560 --> 00:01:48,640 Speaker 1: They want to be like us. They imitate what we 31 00:01:48,760 --> 00:01:52,000 Speaker 1: say and do. Uh. Whether they like it or not, 32 00:01:52,160 --> 00:01:54,640 Speaker 1: it still just becomes part of them. And so this 33 00:01:54,840 --> 00:01:59,440 Speaker 1: vernacular and this world of diet has evolved and changed 34 00:01:59,520 --> 00:02:03,120 Speaker 1: in different aren't ways. So when I was selling that book, 35 00:02:03,120 --> 00:02:06,640 Speaker 1: no one wanted it to just be the emotionality of food. 36 00:02:06,720 --> 00:02:09,240 Speaker 1: I call it food noise, the relationship that you have 37 00:02:09,360 --> 00:02:11,240 Speaker 1: with food. They wanted it to be prescriptive and I'm 38 00:02:11,240 --> 00:02:14,560 Speaker 1: gonna guarantee you that you do this for six weeks 39 00:02:14,600 --> 00:02:16,519 Speaker 1: and you lose this many pounds, or five days and 40 00:02:16,560 --> 00:02:18,240 Speaker 1: you lose this many pounds, because that's what people want 41 00:02:18,240 --> 00:02:20,320 Speaker 1: to hear. So some book says you're gonna lose twelve 42 00:02:20,360 --> 00:02:22,359 Speaker 1: pounds in six days. You know you're not really going 43 00:02:22,400 --> 00:02:23,799 Speaker 1: to and you know it's not going to be real 44 00:02:23,880 --> 00:02:26,400 Speaker 1: if you did. It's just making you feel better about it. 45 00:02:26,680 --> 00:02:28,799 Speaker 1: Growing up in a house with eating disorders, I've been 46 00:02:28,840 --> 00:02:33,960 Speaker 1: through seeing the magazines. You'd rip out Cosmopolitan or Mademoiselle 47 00:02:34,160 --> 00:02:35,800 Speaker 1: or any of the magazines and you'd rip it out 48 00:02:35,800 --> 00:02:37,840 Speaker 1: because it would tell you exactly what to eat. And 49 00:02:37,919 --> 00:02:40,960 Speaker 1: ripping out that page was hope. Okay, I'm gonna go 50 00:02:41,000 --> 00:02:43,200 Speaker 1: buy everything. I'm getting excited. I'm starting tomorrow, gonna have 51 00:02:43,200 --> 00:02:45,360 Speaker 1: a half a cup of Brands Cereal with a corner 52 00:02:45,360 --> 00:02:47,280 Speaker 1: cup of skin Muk. I'm gonna measure everything I eat. 53 00:02:47,320 --> 00:02:49,160 Speaker 1: I'm so excited. Then you have to go out to 54 00:02:49,200 --> 00:02:51,000 Speaker 1: dinner or have lunch of someone or you're not in 55 00:02:51,000 --> 00:02:52,359 Speaker 1: the mood for that, and you cook for your kids 56 00:02:52,440 --> 00:02:54,800 Speaker 1: or you see your kids chicken finger, and like you 57 00:02:54,840 --> 00:02:58,840 Speaker 1: get all messed up. So that's why diets really don't work. 58 00:02:59,280 --> 00:03:01,960 Speaker 1: And when I had my Wheat, Egg and Dairy Free 59 00:03:02,040 --> 00:03:05,160 Speaker 1: Cookie Company, they were low fat wheat egg and dairy 60 00:03:05,240 --> 00:03:09,480 Speaker 1: free cookies and some brownies and blondies. They were delicious. 61 00:03:09,520 --> 00:03:11,880 Speaker 1: I was a natural food chef long before that was 62 00:03:12,560 --> 00:03:16,520 Speaker 1: in a local seasonal you know, plant based chef. This 63 00:03:16,680 --> 00:03:19,600 Speaker 1: was back in two thousand one before it was cool 64 00:03:19,800 --> 00:03:23,400 Speaker 1: and hip and everybody said it and being vegan was 65 00:03:23,440 --> 00:03:26,639 Speaker 1: an alien thing. Um. Back then, no one had any 66 00:03:26,639 --> 00:03:28,160 Speaker 1: of the ship. It was just like we have regular 67 00:03:28,160 --> 00:03:30,000 Speaker 1: milk and we have skim milk, and we have sweet 68 00:03:30,000 --> 00:03:32,360 Speaker 1: and low and we have uh, you know, was equal. 69 00:03:32,400 --> 00:03:36,040 Speaker 1: And then later came splenda. Okay, So when I had 70 00:03:36,080 --> 00:03:39,720 Speaker 1: this wheat egg in Dairy Free Cookie Company, it was amazing, 71 00:03:40,160 --> 00:03:44,520 Speaker 1: but the timing wasn't great because everybody was into low car. 72 00:03:45,000 --> 00:03:49,040 Speaker 1: It was all low card and it was everything was Atkins. 73 00:03:49,240 --> 00:03:52,680 Speaker 1: Everything was these fake protein bars. Everybody, you know, eating 74 00:03:52,720 --> 00:03:56,520 Speaker 1: a piece of watermelon was bad. Eating a fake manufactured 75 00:03:56,640 --> 00:03:59,080 Speaker 1: bar that tastes like chalk and chemicals and has this 76 00:03:59,240 --> 00:04:05,280 Speaker 1: protein processed garbage powder was right, and it was so annoying. 77 00:04:05,440 --> 00:04:08,160 Speaker 1: Everything was just like kind of like it is now 78 00:04:08,200 --> 00:04:10,000 Speaker 1: with the cheese crisps and but it was like these 79 00:04:10,040 --> 00:04:15,960 Speaker 1: manufactured space food protein copycats of everything, and we kind 80 00:04:15,960 --> 00:04:18,000 Speaker 1: of moved away from that a little bit years ago. 81 00:04:18,120 --> 00:04:21,840 Speaker 1: Long before that, it was the exact opposite. Everybody every 82 00:04:21,920 --> 00:04:24,520 Speaker 1: night in a bowl pasta with tomato sauce, but you 83 00:04:24,560 --> 00:04:28,320 Speaker 1: couldn't have any oil anywhere near it because carbs could 84 00:04:28,400 --> 00:04:31,200 Speaker 1: go with other carbs, which was tomato sauce. It was 85 00:04:31,240 --> 00:04:34,600 Speaker 1: effectively food combining. But carbs couldn't go with oil. So 86 00:04:34,640 --> 00:04:36,960 Speaker 1: steak could go with oil, Chicken go with oil, vegetables 87 00:04:36,960 --> 00:04:40,000 Speaker 1: go go with oil, Salad go with oil. But carbs 88 00:04:40,400 --> 00:04:43,320 Speaker 1: bread could go with bread, Pasta could only go with pasta. 89 00:04:43,480 --> 00:04:46,720 Speaker 1: And and this is post Atkins diet, Like Atkins would 90 00:04:46,760 --> 00:04:49,359 Speaker 1: never allowed any of this, but this woman's Susan Powder 91 00:04:49,400 --> 00:04:53,200 Speaker 1: who at short, bleached blonde haircut, go on talk shows 92 00:04:53,560 --> 00:04:56,880 Speaker 1: and pile up faked potatoes and pile up pasta, and say, 93 00:04:56,920 --> 00:04:59,200 Speaker 1: as you can pile up pretzels, you can have as 94 00:04:59,320 --> 00:05:01,160 Speaker 1: much of this is you want, as much you get 95 00:05:01,160 --> 00:05:04,120 Speaker 1: a fifty baked potatoes, as long as you have no 96 00:05:04,240 --> 00:05:07,640 Speaker 1: fat with it. Carbs are great, all carbs. It was 97 00:05:07,760 --> 00:05:10,799 Speaker 1: fat that was the devil. That was the devil. Carbs 98 00:05:10,800 --> 00:05:13,720 Speaker 1: are now the devil. So now the pendulum has swung again, 99 00:05:13,720 --> 00:05:16,280 Speaker 1: and we're in some weird keto universe, which I think 100 00:05:16,360 --> 00:05:19,960 Speaker 1: is effectively saying like Atkins meet South Beach, except but 101 00:05:19,960 --> 00:05:22,960 Speaker 1: they're kind of allowing you to have maybe probably like 102 00:05:23,040 --> 00:05:26,440 Speaker 1: healthier carbs, like brown rice or something. I'm not even sure, 103 00:05:26,760 --> 00:05:29,720 Speaker 1: but I know that ketos the whole new thing now 104 00:05:30,120 --> 00:05:32,640 Speaker 1: and everybody is obsessed, and I just want to say, 105 00:05:32,720 --> 00:05:37,839 Speaker 1: this is all crazy. This is all crazy, Okay. None 106 00:05:37,839 --> 00:05:39,400 Speaker 1: of this is moderation. None of this is a good 107 00:05:39,400 --> 00:05:41,559 Speaker 1: relationship with food, None of this is balanced. Some people 108 00:05:41,560 --> 00:05:44,520 Speaker 1: get mad because they have glucose issues. I understand that 109 00:05:44,560 --> 00:05:46,479 Speaker 1: if if you have to be in a state of katosis, 110 00:05:46,960 --> 00:05:48,920 Speaker 1: great that a consiety used to have you peeing on 111 00:05:48,960 --> 00:05:51,200 Speaker 1: a stick to see if your body went into katosis, 112 00:05:51,240 --> 00:05:54,000 Speaker 1: which was good, and your breath would be bad and 113 00:05:54,000 --> 00:05:57,200 Speaker 1: you'd be constipated, and that was good. Don't ask me why. 114 00:05:57,560 --> 00:06:00,839 Speaker 1: But um, with keto, I think there are some medical 115 00:06:00,920 --> 00:06:03,520 Speaker 1: reasons for some people. So let me just disclaim that. 116 00:06:03,560 --> 00:06:05,360 Speaker 1: And I'm also not a doctor and just comment thing. 117 00:06:05,680 --> 00:06:09,719 Speaker 1: But I do know that just being afraid of carbs 118 00:06:09,880 --> 00:06:13,279 Speaker 1: is absolutely moronic. I don't care what anyone says. We 119 00:06:13,320 --> 00:06:15,760 Speaker 1: could go throw it down, we can have a fight. 120 00:06:16,120 --> 00:06:19,120 Speaker 1: I don't give a ship, but it's moronic, Like you 121 00:06:19,200 --> 00:06:22,039 Speaker 1: have to eat some things in moderation, I bagels. People 122 00:06:22,080 --> 00:06:26,640 Speaker 1: think I'm doing something revolutionary, like, I'm literally this crazy, 123 00:06:26,920 --> 00:06:30,440 Speaker 1: reckless evil kin evil because I bagels like bagels, I 124 00:06:30,440 --> 00:06:34,000 Speaker 1: would say to Bagel twenty minutes ago. So that's what 125 00:06:34,040 --> 00:06:37,080 Speaker 1: I have to say. So what do you all think 126 00:06:37,120 --> 00:06:41,520 Speaker 1: of this? What do you think about low carb versus carbs, 127 00:06:41,839 --> 00:06:49,120 Speaker 1: versus keto, versus South Beach, versus Atkins versus ah natural vegan. 128 00:06:49,480 --> 00:06:51,360 Speaker 1: Another day, we're gonna do a whole thing on vegan 129 00:06:51,520 --> 00:06:53,960 Speaker 1: because just because you're eating vegan doesn't mean it's healthy. 130 00:06:54,000 --> 00:06:56,320 Speaker 1: There's a lot of garbage and some of the frozen, 131 00:06:56,800 --> 00:07:01,160 Speaker 1: fake wings, fake burgers, fake cheese, eight pizza, fake ship 132 00:07:01,240 --> 00:07:04,919 Speaker 1: that's garbage. Okay, So when if you're really being serious 133 00:07:04,920 --> 00:07:07,360 Speaker 1: and legitimout being vegan, it's not that easy and it 134 00:07:07,360 --> 00:07:09,840 Speaker 1: can be a little harsh on your stomach. So there's 135 00:07:09,840 --> 00:07:11,400 Speaker 1: got to be a balanced all of this, I have 136 00:07:11,480 --> 00:07:20,720 Speaker 1: to say. My guest today is Chris Birch, founder and 137 00:07:20,840 --> 00:07:24,240 Speaker 1: CEO of Birch Creative Capital. He has been an entrepreneur 138 00:07:24,280 --> 00:07:27,280 Speaker 1: and active investor across a wide range of industries for 139 00:07:27,320 --> 00:07:30,120 Speaker 1: nearly thirty years. He has contributed to the rise of 140 00:07:30,200 --> 00:07:34,200 Speaker 1: multiple technology and luxury brands, including Fina Hotel Plus Universe, 141 00:07:34,600 --> 00:07:39,440 Speaker 1: Jaw Bone, Tory Birch, Poppin, and Voss Water, among many others. 142 00:07:39,840 --> 00:07:41,840 Speaker 1: Today we talked about why you need to start your 143 00:07:41,840 --> 00:07:45,080 Speaker 1: brand correctly from the beginning, how insecurity shouldn't hold you 144 00:07:45,120 --> 00:07:49,320 Speaker 1: back but be an aid to your success, the important 145 00:07:49,320 --> 00:07:51,600 Speaker 1: difference between a business and a brand, and why you 146 00:07:51,640 --> 00:07:54,840 Speaker 1: need to ride the waves of life. Chris really understands 147 00:07:54,840 --> 00:07:56,920 Speaker 1: the behavior of consumers, and I think you're really going 148 00:07:56,960 --> 00:07:59,440 Speaker 1: to learn a lot from this interview. Chris is awesome. 149 00:07:59,480 --> 00:08:02,760 Speaker 1: He's pasted in it. He's crazy, he's fun, he's vulnerable, 150 00:08:03,520 --> 00:08:09,960 Speaker 1: he's honest, he's driven, he's so successful. He's in everything. 151 00:08:10,080 --> 00:08:14,280 Speaker 1: You cannot imagine how many businesses and brands he's invested in, 152 00:08:14,600 --> 00:08:19,040 Speaker 1: started up his partners in, and he's just a really charismatic, 153 00:08:19,520 --> 00:08:22,400 Speaker 1: successful person who you can learn so many things about. 154 00:08:30,040 --> 00:08:34,600 Speaker 1: So you're Chris Birch and you've been in branding for 155 00:08:34,640 --> 00:08:36,200 Speaker 1: how many years? Do you feel like? I mean, I 156 00:08:36,200 --> 00:08:42,280 Speaker 1: think you're a brand builder? Okay, So just a little history. So, Um, 157 00:08:42,320 --> 00:08:44,520 Speaker 1: the first brand I built was eagles Ie. We sold 158 00:08:44,520 --> 00:08:49,680 Speaker 1: sweaters to girls in college storms um preppy clothing. We 159 00:08:49,760 --> 00:08:54,280 Speaker 1: did monograms, we did um farrell sweaters, and we took 160 00:08:54,280 --> 00:08:57,920 Speaker 1: the company my brother and I from actually zero to 161 00:08:58,000 --> 00:09:01,200 Speaker 1: a hundred million dollars in a twenty your period. And 162 00:09:01,320 --> 00:09:05,840 Speaker 1: during that period we literally created by design, by style. 163 00:09:05,920 --> 00:09:08,760 Speaker 1: In other words, what's a cool looking sweater? What's a 164 00:09:08,800 --> 00:09:11,040 Speaker 1: cool this? And we had a brand name and everyone 165 00:09:11,120 --> 00:09:13,400 Speaker 1: knew it, but they do it by the color and design. 166 00:09:13,840 --> 00:09:17,120 Speaker 1: And back then Ralph was starting UM and Tommy Hill 167 00:09:17,120 --> 00:09:20,880 Speaker 1: figure we're starting and they really understood the brand building. 168 00:09:20,960 --> 00:09:25,079 Speaker 1: It wasn't until maybe ten years in that I understood 169 00:09:25,120 --> 00:09:27,720 Speaker 1: how critical it is to build a brand and how 170 00:09:27,760 --> 00:09:30,760 Speaker 1: critical it is to be disruptive. You're saying you were 171 00:09:30,760 --> 00:09:33,600 Speaker 1: selling clothing and style, you weren't really branding. You weren't 172 00:09:33,640 --> 00:09:36,520 Speaker 1: intentionally branding, so you were just doing a volume numbers 173 00:09:36,559 --> 00:09:39,000 Speaker 1: business and you made a lot of money. So that's 174 00:09:39,000 --> 00:09:40,640 Speaker 1: interesting that don't take this the wrong way. You were 175 00:09:40,679 --> 00:09:43,120 Speaker 1: being a garmental. You were set moving as many units 176 00:09:43,160 --> 00:09:45,839 Speaker 1: as you could, but you weren't building the lifestyle and 177 00:09:45,920 --> 00:09:49,120 Speaker 1: the brant. And the difference between us and I think 178 00:09:49,160 --> 00:09:52,040 Speaker 1: and everyone else and the reason we were so successful 179 00:09:52,679 --> 00:09:56,520 Speaker 1: was we were really good at understanding our girl. Right. 180 00:09:56,559 --> 00:09:59,679 Speaker 1: We understood that she wanted a little strawberries on her turtleneck. 181 00:09:59,720 --> 00:10:04,560 Speaker 1: W They wanted a sweater with a with their initials 182 00:10:04,640 --> 00:10:06,959 Speaker 1: on it. But we were not building You're a hundred percent. 183 00:10:07,360 --> 00:10:09,880 Speaker 1: People don't know this, but I built Googenheim, the ousset 184 00:10:09,960 --> 00:10:13,440 Speaker 1: management company. We we literally went in and that's in 185 00:10:13,480 --> 00:10:16,240 Speaker 1: the banking where all we borrowed the Googenheim name from 186 00:10:16,240 --> 00:10:19,040 Speaker 1: the family and I put the capital up and we 187 00:10:19,160 --> 00:10:22,680 Speaker 1: built one of the biggest financial services companies in the world, 188 00:10:22,760 --> 00:10:25,920 Speaker 1: and we used the name and that was a circular brand. 189 00:10:26,000 --> 00:10:29,600 Speaker 1: And I think it's critical today. There's two ways to go. 190 00:10:30,480 --> 00:10:33,439 Speaker 1: And there is the way that if you have and 191 00:10:33,640 --> 00:10:36,920 Speaker 1: and the Costco or at Walmart or anyone else, and 192 00:10:37,000 --> 00:10:39,080 Speaker 1: you want to be the cheapest and the whatever you 193 00:10:39,120 --> 00:10:41,520 Speaker 1: can get yourself in, you can sell big volume there, 194 00:10:41,880 --> 00:10:44,000 Speaker 1: but they would be much more interested if you build 195 00:10:44,000 --> 00:10:46,839 Speaker 1: a brand. So I am all about everything is about 196 00:10:46,880 --> 00:10:50,560 Speaker 1: building a brand right now and building three new brands. 197 00:10:51,040 --> 00:10:54,760 Speaker 1: One's a fast food brand. But we're focused a hundred 198 00:10:54,760 --> 00:10:58,240 Speaker 1: percent on the full circle of a brand. I agree, 199 00:10:58,240 --> 00:11:01,440 Speaker 1: So for those listening, I agree with Chris. It's like 200 00:11:01,480 --> 00:11:03,720 Speaker 1: building a house. You have to start from the bottom 201 00:11:03,720 --> 00:11:05,920 Speaker 1: and it's tedious, but if you build it wrong, later 202 00:11:06,440 --> 00:11:08,600 Speaker 1: things will crumble, So you have to sort of start 203 00:11:08,840 --> 00:11:11,600 Speaker 1: in a methodical way. And I call it the realm. 204 00:11:11,880 --> 00:11:13,720 Speaker 1: The brand is the realm. You protect the realm, and 205 00:11:13,840 --> 00:11:16,040 Speaker 1: anything that is off the brand can pull the whole 206 00:11:16,080 --> 00:11:18,520 Speaker 1: house down. So I feel that you have to be 207 00:11:18,880 --> 00:11:21,640 Speaker 1: very careful. I think you know as what you're doing 208 00:11:21,720 --> 00:11:25,120 Speaker 1: and you really understand it, and it's you know, it's 209 00:11:25,160 --> 00:11:27,280 Speaker 1: taken me a long time, but I would say I'm 210 00:11:27,320 --> 00:11:31,839 Speaker 1: probably every brand that I build comes from the heart 211 00:11:31,920 --> 00:11:35,559 Speaker 1: of one human, Okay, and your brand, this is about you. 212 00:11:35,679 --> 00:11:39,080 Speaker 1: It's what you want, it's what you know the customers want. 213 00:11:39,160 --> 00:11:42,400 Speaker 1: It's knowing how to put it together. And you're lucky 214 00:11:42,520 --> 00:11:45,160 Speaker 1: because you have an instinct. And I think when women 215 00:11:45,200 --> 00:11:48,520 Speaker 1: are building a brand or men, what we do and 216 00:11:48,600 --> 00:11:52,040 Speaker 1: I love to do is I focus really deep. And 217 00:11:52,080 --> 00:11:54,920 Speaker 1: so I'm building a fast food brand, which I'm very 218 00:11:54,920 --> 00:11:57,360 Speaker 1: excited about it in a salad category, which is a 219 00:11:57,480 --> 00:12:00,800 Speaker 1: drive through. So who's my girl? Right what? And it's 220 00:12:00,840 --> 00:12:04,960 Speaker 1: a you know, more woman than mailt So who is she? 221 00:12:04,960 --> 00:12:08,960 Speaker 1: She's actually the brand down building. She's extraordinarily frugal. And 222 00:12:09,000 --> 00:12:11,640 Speaker 1: when I say frugal, I love that quality. Right. She 223 00:12:11,760 --> 00:12:15,679 Speaker 1: shops at Costco she's you know, has a household income 224 00:12:15,720 --> 00:12:18,480 Speaker 1: of ten thousand dollars a year. She cares about how 225 00:12:18,520 --> 00:12:21,599 Speaker 1: she looks. She doesn't want to go to McDonald's and 226 00:12:21,600 --> 00:12:23,200 Speaker 1: and eat all the time, but she doesn't want to 227 00:12:23,200 --> 00:12:26,920 Speaker 1: spend eighteen dollars for sealing. So I get into the 228 00:12:27,040 --> 00:12:30,920 Speaker 1: character of one person. You are so fortunate that you 229 00:12:31,000 --> 00:12:35,480 Speaker 1: build brands from one person, and that person is a 230 00:12:35,480 --> 00:12:39,640 Speaker 1: core group. So I always always think about who's the 231 00:12:39,720 --> 00:12:42,800 Speaker 1: specific customer, how do I what do I do to 232 00:12:42,920 --> 00:12:46,120 Speaker 1: police sir? And what you said is so right. Everything 233 00:12:46,200 --> 00:12:48,800 Speaker 1: has to be full circle m hm. And you take 234 00:12:48,840 --> 00:12:50,920 Speaker 1: her with you. By the way, I was thirty something 235 00:12:50,920 --> 00:12:53,440 Speaker 1: when I started skinny Girl. I'm now fIF year old 236 00:12:53,480 --> 00:12:55,760 Speaker 1: woman who's interested in different things and home design, and 237 00:12:56,040 --> 00:12:58,520 Speaker 1: so you take her with you. You you evolve. Bethany 238 00:12:58,679 --> 00:13:00,839 Speaker 1: is a brand that's different den skinny Girl and a 239 00:13:00,880 --> 00:13:03,960 Speaker 1: different woman. I've accomplish different things, so it's very interesting. 240 00:13:03,960 --> 00:13:05,800 Speaker 1: And what you said, I just don't remind everyone. When 241 00:13:05,840 --> 00:13:08,720 Speaker 1: you mentioned googen Haim, he's talking about not just branding 242 00:13:08,720 --> 00:13:10,960 Speaker 1: as we know it in products and services and clothes. 243 00:13:11,440 --> 00:13:14,120 Speaker 1: He took a name that's got street cred in the 244 00:13:14,160 --> 00:13:18,400 Speaker 1: financial world and created a brand in financial services. I 245 00:13:18,440 --> 00:13:20,400 Speaker 1: mean that it could be anything. It doesn't matter if 246 00:13:20,440 --> 00:13:24,720 Speaker 1: it's travel, straws, makeup, pressius, you know, home design. But 247 00:13:24,760 --> 00:13:28,040 Speaker 1: about you, So, what was your relationship to money and 248 00:13:28,200 --> 00:13:32,280 Speaker 1: business growing up? So? I was an upper middle class kid. 249 00:13:32,679 --> 00:13:37,560 Speaker 1: You know, I was about as literally as banned in 250 00:13:37,600 --> 00:13:39,760 Speaker 1: school as any person's ever been. I was in the 251 00:13:39,840 --> 00:13:43,880 Speaker 1: one percent bottom of the class, straight apt straight these 252 00:13:44,240 --> 00:13:47,840 Speaker 1: uh did so many issues. I'm, you know, a bedwetter 253 00:13:48,080 --> 00:13:51,920 Speaker 1: and was insecure, and I was struggling like you can't 254 00:13:51,920 --> 00:13:55,920 Speaker 1: even imagine. And I had no self esteem and I 255 00:13:56,000 --> 00:13:58,760 Speaker 1: was the for the first sixth grades of my life. 256 00:13:58,840 --> 00:14:01,480 Speaker 1: I was like, so I had a lot of time 257 00:14:01,520 --> 00:14:04,839 Speaker 1: to like focus internally, I guess. And then I went 258 00:14:04,880 --> 00:14:06,720 Speaker 1: to a prep school in New England and I was 259 00:14:06,760 --> 00:14:10,000 Speaker 1: the best athlete. That helped my self esteem. So I 260 00:14:10,080 --> 00:14:13,400 Speaker 1: always think it's really good for your mom's listening if 261 00:14:13,440 --> 00:14:15,679 Speaker 1: you have that kid that's got a d D or 262 00:14:16,160 --> 00:14:18,600 Speaker 1: it's got a lot of learning disabilities, you know, it's 263 00:14:18,679 --> 00:14:21,080 Speaker 1: kind of a gift, right And and Bethany, I don't 264 00:14:21,080 --> 00:14:22,560 Speaker 1: know if you were a good student, but you have 265 00:14:22,720 --> 00:14:28,560 Speaker 1: this personality and this this incredible charisma and curiosity, and 266 00:14:28,720 --> 00:14:30,440 Speaker 1: a lot of times the kids that aren't the best 267 00:14:30,440 --> 00:14:33,600 Speaker 1: students are listening to other things, listening as they should 268 00:14:33,640 --> 00:14:36,400 Speaker 1: be focused on school, but what's going on around them. 269 00:14:36,440 --> 00:14:41,160 Speaker 1: So for me money, I always wanted to be enormously successful. 270 00:14:41,720 --> 00:14:45,400 Speaker 1: I always was very creative and and I'm very fortunate 271 00:14:45,560 --> 00:14:58,360 Speaker 1: in that perspective. Did you derive self esteem from success? 272 00:14:58,440 --> 00:15:01,040 Speaker 1: Do you derive self esteem from? Says I do? I mean, 273 00:15:01,040 --> 00:15:03,680 Speaker 1: I think it's something you know you've got, It's something 274 00:15:03,680 --> 00:15:06,400 Speaker 1: you know you are. You can speak with authority on 275 00:15:06,520 --> 00:15:08,680 Speaker 1: many things and know what you're talking about. People listen 276 00:15:08,760 --> 00:15:10,680 Speaker 1: when you say something, even if you're wrong, which you 277 00:15:10,760 --> 00:15:13,720 Speaker 1: probably often are, but people listen because you have a 278 00:15:13,720 --> 00:15:15,440 Speaker 1: point of view and you're sharing it because of all 279 00:15:15,440 --> 00:15:18,680 Speaker 1: the success you've had. By the way, good point, um. 280 00:15:18,720 --> 00:15:21,640 Speaker 1: I think that when I hit prep squads, you know, 281 00:15:21,680 --> 00:15:23,640 Speaker 1: the first time I was a great athlete or not 282 00:15:23,720 --> 00:15:26,000 Speaker 1: great athlete, good athlete, and then played in college that 283 00:15:26,040 --> 00:15:28,800 Speaker 1: gave me self this team. When I started in the world, 284 00:15:28,880 --> 00:15:30,960 Speaker 1: you know, I've never had a job. So when I 285 00:15:31,000 --> 00:15:34,440 Speaker 1: started selling door to door in college campuses, I had 286 00:15:34,480 --> 00:15:37,640 Speaker 1: two things. One was fear, okay every day and I 287 00:15:37,840 --> 00:15:40,720 Speaker 1: know you Bethany up until I was fifty. Actually, I 288 00:15:40,800 --> 00:15:42,880 Speaker 1: had the worst fear. I thought I'd go bankrupt, I 289 00:15:42,880 --> 00:15:45,720 Speaker 1: thought I would be successful. I had fear I was 290 00:15:45,800 --> 00:15:47,840 Speaker 1: finding my way. And I think a lot of young 291 00:15:47,880 --> 00:15:51,200 Speaker 1: people when they started business, you're gonna feel fear. You're 292 00:15:51,200 --> 00:15:54,400 Speaker 1: gonna like have nightmares and you're gonna feel fear. Um 293 00:15:54,440 --> 00:15:57,480 Speaker 1: And by the way, I still think I'm insecure. You know, 294 00:15:57,640 --> 00:16:01,120 Speaker 1: I still think that I'm a guy that um probably 295 00:16:01,160 --> 00:16:03,880 Speaker 1: needs too much attention or it doesn't feel that great 296 00:16:03,920 --> 00:16:06,680 Speaker 1: about himself. And I've been fortunate to be involved in 297 00:16:07,480 --> 00:16:09,920 Speaker 1: hundreds of brands of people don't know about, whether it's 298 00:16:10,000 --> 00:16:14,280 Speaker 1: Boss Water or a hotel or niehe hotel or jam 299 00:16:14,320 --> 00:16:17,800 Speaker 1: Box or Popping, all of these brands I created. But 300 00:16:18,120 --> 00:16:22,320 Speaker 1: I think it's very important to stay curious, to stay whatever. 301 00:16:22,440 --> 00:16:26,560 Speaker 1: And I think being insecure is okay. I think it's okay. 302 00:16:26,760 --> 00:16:29,360 Speaker 1: I think, yes, do I When I get in the 303 00:16:29,440 --> 00:16:32,680 Speaker 1: room and I talked to people, people listen to me. Yes? 304 00:16:32,920 --> 00:16:37,080 Speaker 1: And am I ignored? Um? No? But I feel that 305 00:16:37,160 --> 00:16:39,400 Speaker 1: I want to feel that feeling of being because I 306 00:16:39,400 --> 00:16:42,560 Speaker 1: want to feel empathetic. M H. Are you addicted to 307 00:16:42,600 --> 00:16:46,480 Speaker 1: the idea that's what a good question. Thank you. I 308 00:16:46,520 --> 00:16:53,200 Speaker 1: love that question. Um, I never look back. I built 309 00:16:53,240 --> 00:16:55,920 Speaker 1: so many great companies, work with so many great people. 310 00:16:55,960 --> 00:16:59,240 Speaker 1: I never looked back. I only look forward with the 311 00:16:59,320 --> 00:17:04,720 Speaker 1: next I EA. But very important, I need permission. With 312 00:17:04,800 --> 00:17:08,520 Speaker 1: the success of an idea, I have to do another idea. 313 00:17:08,840 --> 00:17:12,240 Speaker 1: So I can't wait. I have five seven concepts I 314 00:17:12,280 --> 00:17:16,280 Speaker 1: want to launch. I can't I'm so excited. But unless 315 00:17:16,359 --> 00:17:19,639 Speaker 1: I actually finished the three or four I'm working on 316 00:17:20,080 --> 00:17:23,280 Speaker 1: and I win, then I don't really feel that I 317 00:17:23,359 --> 00:17:26,600 Speaker 1: have the personal permission to start again. But so I 318 00:17:26,640 --> 00:17:29,399 Speaker 1: was once by the CMO of Being Global, called an 319 00:17:29,440 --> 00:17:32,240 Speaker 1: idea hamster because I get the idea and I go 320 00:17:32,359 --> 00:17:35,359 Speaker 1: off on it. But if it's um this podcast or 321 00:17:35,440 --> 00:17:38,280 Speaker 1: my cherry Juice or something that is launched just launching, 322 00:17:38,560 --> 00:17:41,399 Speaker 1: those are babies. So you can't have ten babies at 323 00:17:41,400 --> 00:17:43,480 Speaker 1: the same time. But you could have a baby when 324 00:17:43,480 --> 00:17:45,760 Speaker 1: you have a college student because you're kind of you 325 00:17:45,800 --> 00:17:48,920 Speaker 1: have a balance in the new idea and something that's 326 00:17:48,920 --> 00:17:51,600 Speaker 1: already moving. So I think that's what you're explaining without 327 00:17:51,960 --> 00:17:55,400 Speaker 1: it being that exact way. And the other good thing 328 00:17:55,440 --> 00:17:59,199 Speaker 1: which I get very excited about, is I think in 329 00:17:59,240 --> 00:18:01,720 Speaker 1: the world I of and I'm known to doing startups, 330 00:18:01,760 --> 00:18:06,040 Speaker 1: but about what I do is invest in other extraordinary humans. 331 00:18:06,760 --> 00:18:11,520 Speaker 1: So whether it's Stad or Solid and Stripe, or whether 332 00:18:11,560 --> 00:18:14,320 Speaker 1: I have a mind in in Mos and Beak and 333 00:18:14,320 --> 00:18:18,040 Speaker 1: we're doing beautiful jewelry. I also love to be the 334 00:18:18,119 --> 00:18:22,560 Speaker 1: investor and be the partner alongside of the entrepreneur. I agree. 335 00:18:22,760 --> 00:18:25,639 Speaker 1: So what was your biggest hit and what was your 336 00:18:25,640 --> 00:18:28,760 Speaker 1: biggest failure? And have you had more hits or more failures? 337 00:18:28,800 --> 00:18:30,520 Speaker 1: Because you could have had a massive hit and ten 338 00:18:30,600 --> 00:18:32,879 Speaker 1: failures in the massive hit out least the failures. No, 339 00:18:33,000 --> 00:18:36,440 Speaker 1: So I've been really lucky, and um, I've had so 340 00:18:36,480 --> 00:18:39,360 Speaker 1: many hits and I don't know why. I think I'm 341 00:18:39,400 --> 00:18:42,440 Speaker 1: a good listener and I think so you know, whether 342 00:18:42,480 --> 00:18:45,080 Speaker 1: it's popping off the supplies was a hit, whether it's 343 00:18:45,080 --> 00:18:48,919 Speaker 1: a hotel is a hit, whether it was a boss 344 00:18:49,040 --> 00:18:52,120 Speaker 1: water jaw Bone and jam Box which I got off 345 00:18:52,200 --> 00:18:55,119 Speaker 1: on obviously, Tory Birch has been one of my biggest 346 00:18:55,200 --> 00:18:57,800 Speaker 1: hits where Tory and I created the brand from scratch 347 00:18:58,440 --> 00:19:01,480 Speaker 1: and built that brand to you know, it's an extraordinary 348 00:19:01,560 --> 00:19:06,520 Speaker 1: large brand today worldwide. Um, I would say nine percent 349 00:19:06,600 --> 00:19:09,080 Speaker 1: of what I've done fortunately has been hit and let 350 00:19:09,160 --> 00:19:10,840 Speaker 1: me tell you why I think, and then I'll tell 351 00:19:10,880 --> 00:19:13,800 Speaker 1: you the failure. And it was a hard failure. Um. 352 00:19:14,200 --> 00:19:18,080 Speaker 1: I believe that unfortunate is because I had a long 353 00:19:18,160 --> 00:19:23,600 Speaker 1: time running one business, and I spent twenty years running 354 00:19:23,640 --> 00:19:26,800 Speaker 1: one specific business, and that business was a hit from 355 00:19:26,880 --> 00:19:29,600 Speaker 1: day one. Did I know how to build the brand 356 00:19:29,600 --> 00:19:31,760 Speaker 1: big enough? No? Did I know how to do this? 357 00:19:32,200 --> 00:19:34,520 Speaker 1: But I worked at it day in and day out. 358 00:19:34,760 --> 00:19:37,240 Speaker 1: You know you then you couldn't start a brand as easy. 359 00:19:37,600 --> 00:19:40,840 Speaker 1: And then I've had the one big failure of my life, 360 00:19:40,840 --> 00:19:43,800 Speaker 1: which is actually I always look back at it is 361 00:19:43,840 --> 00:19:47,639 Speaker 1: C Wonder. Um. C Wonder still exists today. It was 362 00:19:47,720 --> 00:19:51,040 Speaker 1: by far the biggest brand I've ever built. It was 363 00:19:51,119 --> 00:19:55,000 Speaker 1: a massive success. Initially I was fortunate enough to do 364 00:19:55,160 --> 00:19:58,480 Speaker 1: fun and happy product, whether it was clothing, whether it 365 00:19:58,560 --> 00:20:01,560 Speaker 1: was home product, whether it was everything. And I take 366 00:20:01,640 --> 00:20:06,119 Speaker 1: full responsibility. Um. You know, it was a difficult period. 367 00:20:06,200 --> 00:20:08,840 Speaker 1: There was some some conflicts with my ex wife which 368 00:20:08,840 --> 00:20:11,080 Speaker 1: made it more difficult, and I made some bad real 369 00:20:11,200 --> 00:20:14,840 Speaker 1: estate decisions where I got a little ahead of myself. 370 00:20:15,080 --> 00:20:17,960 Speaker 1: But I feel very blessed that when I get an 371 00:20:18,000 --> 00:20:21,520 Speaker 1: involved in the project, it tends to do well. But 372 00:20:21,640 --> 00:20:26,359 Speaker 1: you know, when you have those big, real blowout flame outs, 373 00:20:26,359 --> 00:20:29,040 Speaker 1: you feel really bad, you do, but but not just that. 374 00:20:29,080 --> 00:20:31,240 Speaker 1: It humbles you. It lets you know that the wolves 375 00:20:31,240 --> 00:20:32,760 Speaker 1: are sometimes just sitting at the end of the bed, 376 00:20:32,800 --> 00:20:35,040 Speaker 1: and when you've got it going good, sometimes they're just 377 00:20:35,040 --> 00:20:36,840 Speaker 1: gonna come and it's gonna be like the waves. The 378 00:20:36,880 --> 00:20:39,320 Speaker 1: waves are great when you have a good set. Sometimes 379 00:20:39,359 --> 00:20:41,440 Speaker 1: you walk in and you just can't get sucking two 380 00:20:41,440 --> 00:20:44,520 Speaker 1: feet you get pummeled, pummeled, pummeled, and then you just 381 00:20:44,600 --> 00:20:46,639 Speaker 1: wave and then it's calm and then you get a 382 00:20:46,640 --> 00:20:49,240 Speaker 1: good set. But I think that's part of the whole thing. 383 00:20:49,240 --> 00:20:51,879 Speaker 1: And you know, you had already had money. If that 384 00:20:51,960 --> 00:20:54,119 Speaker 1: condom stake had happened early in your career could have 385 00:20:54,200 --> 00:20:57,960 Speaker 1: completely destroyed you know, you want to have your bigger 386 00:20:58,000 --> 00:21:00,880 Speaker 1: failures in the beginning because will learn from them later 387 00:21:00,920 --> 00:21:03,040 Speaker 1: and they could be way more expensive and damaging later. 388 00:21:03,440 --> 00:21:06,520 Speaker 1: So you and I agree. I actually it's so funny 389 00:21:06,520 --> 00:21:08,199 Speaker 1: it said wolves at the bottom of the bed. It's like, 390 00:21:09,000 --> 00:21:12,879 Speaker 1: whenever I'm doing well, I go under the bed. I 391 00:21:12,960 --> 00:21:15,560 Speaker 1: go under the bed because I want to be humble. 392 00:21:15,840 --> 00:21:18,960 Speaker 1: It's all right, it's a bad set. Yeah, Well, there's 393 00:21:18,960 --> 00:21:20,359 Speaker 1: a couple of things that you made me think of. 394 00:21:20,480 --> 00:21:23,199 Speaker 1: So you brought up the difference in a business and 395 00:21:23,240 --> 00:21:25,919 Speaker 1: a brand. So there's an expression that I say that 396 00:21:25,960 --> 00:21:28,360 Speaker 1: this guy Breck, who's a life coach, told me years ago. 397 00:21:28,520 --> 00:21:31,840 Speaker 1: He said, you can create a lifestyle out of a life, 398 00:21:32,240 --> 00:21:34,840 Speaker 1: but you can't create a life out of a lifestyle. 399 00:21:35,160 --> 00:21:36,760 Speaker 1: So if you have a good life and you're happy, 400 00:21:36,760 --> 00:21:38,840 Speaker 1: you can go out and be superficial, buyonised cars, all 401 00:21:38,840 --> 00:21:41,520 Speaker 1: that crap, But you can't make a good life out 402 00:21:41,520 --> 00:21:45,680 Speaker 1: of the bullshit lifestyle. Stup right. So you cannot create 403 00:21:45,800 --> 00:21:49,000 Speaker 1: a brand without a business. I couldn't agree with you more. 404 00:21:49,720 --> 00:21:52,000 Speaker 1: You knew how to run a business because so many 405 00:21:52,000 --> 00:21:53,639 Speaker 1: people could have a brand, but that could be just 406 00:21:53,720 --> 00:21:56,159 Speaker 1: bells and whistles if you don't know how to manage people, 407 00:21:56,520 --> 00:21:58,480 Speaker 1: find the right people around you and run an actual 408 00:21:58,520 --> 00:22:02,840 Speaker 1: operational business with intellectual property and contracts and law and 409 00:22:02,920 --> 00:22:05,320 Speaker 1: all the ship that bombs you down. That's all the weeks, 410 00:22:05,359 --> 00:22:07,520 Speaker 1: that's what sucks you in. That's what I don't like 411 00:22:07,640 --> 00:22:10,920 Speaker 1: the most, managing people finding people the week. So you 412 00:22:11,000 --> 00:22:13,040 Speaker 1: knew how to run a business. So if you're starting 413 00:22:13,040 --> 00:22:16,000 Speaker 1: a brand, understand the business of the brand. If you're 414 00:22:16,000 --> 00:22:18,560 Speaker 1: starting just a business, just understand the business of the business. 415 00:22:19,040 --> 00:22:21,880 Speaker 1: Couldn't be more right. You know, I actually think about that. 416 00:22:21,960 --> 00:22:24,080 Speaker 1: I think the things in shapes right, So I think 417 00:22:24,440 --> 00:22:26,080 Speaker 1: I think what's good with you is take of it 418 00:22:26,119 --> 00:22:29,000 Speaker 1: as a circle. And let's just say you and I 419 00:22:29,080 --> 00:22:32,320 Speaker 1: want to start a business. And let's just say we 420 00:22:32,320 --> 00:22:35,040 Speaker 1: we know the home business is really hot right now, 421 00:22:35,840 --> 00:22:39,960 Speaker 1: and you know, we know that women and men and 422 00:22:40,000 --> 00:22:43,359 Speaker 1: they're all redecorating their apartments or houses. And the first 423 00:22:43,359 --> 00:22:45,000 Speaker 1: thing they do is they buy a house. The next 424 00:22:45,040 --> 00:22:47,880 Speaker 1: thing they do is they buy furniture, and the third 425 00:22:47,880 --> 00:22:50,240 Speaker 1: thing they do is they buy the accessories of the house. 426 00:22:50,720 --> 00:22:52,800 Speaker 1: And we we have a market. So if we're going 427 00:22:52,800 --> 00:22:55,080 Speaker 1: to create a brand from scratch, and let's just free 428 00:22:55,119 --> 00:22:59,480 Speaker 1: flow it, let's just call it um be home, be home, 429 00:23:00,040 --> 00:23:02,960 Speaker 1: to be Home or this or the spotted Zebra or 430 00:23:03,080 --> 00:23:06,439 Speaker 1: be Home, which is great. Um. We need to have 431 00:23:06,560 --> 00:23:09,000 Speaker 1: five aspects of it. And I think it's really important 432 00:23:09,000 --> 00:23:11,639 Speaker 1: for people to understand the first thing we do, you 433 00:23:11,680 --> 00:23:14,439 Speaker 1: and I do together Bethany and pick. Let's say we 434 00:23:14,480 --> 00:23:16,119 Speaker 1: don't have as much here as we have as we 435 00:23:16,160 --> 00:23:19,639 Speaker 1: get to Ali Baba, and we use ali Baba to 436 00:23:19,840 --> 00:23:22,760 Speaker 1: look at products and what's the cost of those products 437 00:23:22,800 --> 00:23:25,159 Speaker 1: on Ali Baba, And then we go out and we 438 00:23:25,240 --> 00:23:28,040 Speaker 1: do some shopping. We go to all the department stores 439 00:23:28,080 --> 00:23:30,600 Speaker 1: and all especially towards. We want to know what product 440 00:23:31,400 --> 00:23:34,480 Speaker 1: is available, what price points. So then we decide we 441 00:23:34,600 --> 00:23:38,719 Speaker 1: have to manufacture this product at the right price correct. 442 00:23:39,119 --> 00:23:42,080 Speaker 1: So let's just say we want to do We love 443 00:23:42,160 --> 00:23:45,840 Speaker 1: the idea. Our first product is we know that people 444 00:23:46,000 --> 00:23:49,440 Speaker 1: love minerals and crystals. As you can see Bryany, we're 445 00:23:49,440 --> 00:23:52,879 Speaker 1: gonna make fake crystal lamps and we're gonna be the 446 00:23:52,920 --> 00:23:56,239 Speaker 1: best lamp supplier in the world for every house. And 447 00:23:56,280 --> 00:23:58,639 Speaker 1: now we know how to manufacture it, we know how 448 00:23:58,680 --> 00:24:01,760 Speaker 1: to price it. We want to price it so it's effective. 449 00:24:02,680 --> 00:24:04,800 Speaker 1: We want to name it like a great name, like 450 00:24:04,920 --> 00:24:07,560 Speaker 1: the Home. And then we want to build a team 451 00:24:07,600 --> 00:24:09,440 Speaker 1: around it to build it. But you can do the 452 00:24:09,600 --> 00:24:12,679 Speaker 1: small step by step, but you're right, you need to 453 00:24:12,720 --> 00:24:16,440 Speaker 1: have every piece of that business build out. It's not 454 00:24:16,600 --> 00:24:22,040 Speaker 1: just an idea, it's actually get it done execution on 455 00:24:22,200 --> 00:24:25,520 Speaker 1: your pcent execution right, So that's where we both we 456 00:24:25,600 --> 00:24:28,439 Speaker 1: both understand that we both execute that. Do you consider 457 00:24:28,480 --> 00:24:33,520 Speaker 1: yourself more lucky than smart. What percentage of each um 458 00:24:33,560 --> 00:24:37,320 Speaker 1: I would say a combination of bout. I would say, 459 00:24:37,400 --> 00:24:42,080 Speaker 1: I position myself to be lucky, and I don't think 460 00:24:42,119 --> 00:24:46,280 Speaker 1: that I'm not smart, but I really always position myself 461 00:24:46,440 --> 00:24:51,600 Speaker 1: and that can be as easy as going out. And literally, 462 00:24:51,680 --> 00:24:54,000 Speaker 1: the best thing I ever do is I have a 463 00:24:54,119 --> 00:24:56,920 Speaker 1: wide open to humans. One of my best investments of 464 00:24:57,000 --> 00:25:01,320 Speaker 1: company called a lead Body Sculpture. It's unbelievable bowl. It's 465 00:25:01,320 --> 00:25:03,440 Speaker 1: in New York, It's in all the cities. I met 466 00:25:03,480 --> 00:25:06,680 Speaker 1: the guy at a karaoke bar. He's six ft eight arrant, 467 00:25:06,920 --> 00:25:10,520 Speaker 1: unbelievable person. And they do a liposuction, but they don't 468 00:25:10,560 --> 00:25:13,600 Speaker 1: put you under. They do a new life but it's unbelievable. 469 00:25:13,600 --> 00:25:16,679 Speaker 1: It's the most unbelievable thing ever. I met him at 470 00:25:16,680 --> 00:25:19,879 Speaker 1: a karaoke bar. I become his large as investor and 471 00:25:19,960 --> 00:25:23,040 Speaker 1: as partners. I think I've been helpful in building the 472 00:25:23,080 --> 00:25:26,480 Speaker 1: brand with them. And it's an amazing business. And how 473 00:25:26,520 --> 00:25:30,560 Speaker 1: did I get that opportunity. I was at a karaoke bar, 474 00:25:31,400 --> 00:25:35,320 Speaker 1: was talking to a guy. Was that was my positioning 475 00:25:35,359 --> 00:25:38,360 Speaker 1: for Look? No, but I was open, Yeah, I understand, 476 00:25:38,400 --> 00:25:41,600 Speaker 1: I was wide open. I didn't judge anyone. I want 477 00:25:41,640 --> 00:25:45,200 Speaker 1: to learn. So the most important thing for me when 478 00:25:45,240 --> 00:25:49,240 Speaker 1: you asks curiosity. That's interesting because people have said they 479 00:25:49,320 --> 00:25:52,920 Speaker 1: set themselves up for when the luck, like when all 480 00:25:52,960 --> 00:25:55,800 Speaker 1: the fish come, that you have a net right there 481 00:25:55,880 --> 00:25:58,399 Speaker 1: ready for if the fish happen to come. You're taking 482 00:25:58,400 --> 00:26:00,159 Speaker 1: it to the next level. You are prepared it and 483 00:26:00,240 --> 00:26:02,640 Speaker 1: you have the net. But you're saying like you were, 484 00:26:02,680 --> 00:26:05,960 Speaker 1: you're open, you're just breathing, you're enjoying the sunshine, and 485 00:26:06,280 --> 00:26:08,800 Speaker 1: you're allowing for the fish to come. It's interesting. It's 486 00:26:08,800 --> 00:26:13,200 Speaker 1: a little more spiritual, which which I like very important 487 00:26:13,240 --> 00:26:16,760 Speaker 1: to have that chrismatic openness and don't be so many 488 00:26:16,760 --> 00:26:19,560 Speaker 1: people are negative, right, like, oh, that's just stupid idea, 489 00:26:19,640 --> 00:26:34,919 Speaker 1: now don't Yeah, it's true. You know, I talk a 490 00:26:34,920 --> 00:26:38,520 Speaker 1: lot about old school hard work here, like it's almost 491 00:26:38,840 --> 00:26:43,560 Speaker 1: an obsession because with Instagram, with filtering, with publicists, with bullshit, 492 00:26:43,680 --> 00:26:47,200 Speaker 1: with media, with gimmicks. It's my job. It's just something 493 00:26:47,200 --> 00:26:49,120 Speaker 1: I feel inside. It's my job to let people know 494 00:26:49,280 --> 00:26:51,320 Speaker 1: none of this stuff is going to happen without the 495 00:26:51,400 --> 00:26:55,720 Speaker 1: old school hard work. People want to cut corners, people 496 00:26:55,720 --> 00:26:58,399 Speaker 1: want a fast track, and you're on TV and all 497 00:26:58,440 --> 00:27:00,400 Speaker 1: of a sudden you're gonna be a billionaire and none 498 00:27:00,400 --> 00:27:03,719 Speaker 1: of this stuff happens. It's really hard work. It is. 499 00:27:03,760 --> 00:27:06,640 Speaker 1: You could be any of those the Kardashians on that show. 500 00:27:06,680 --> 00:27:10,600 Speaker 1: There's no way they became billionaires by not working hard. 501 00:27:10,840 --> 00:27:15,200 Speaker 1: The most important thing is how do you tell people 502 00:27:15,240 --> 00:27:19,159 Speaker 1: what to do by being kind and warm enthusiastic. So 503 00:27:19,280 --> 00:27:23,280 Speaker 1: for me, the most important thing is I think you 504 00:27:23,359 --> 00:27:25,679 Speaker 1: need to work with people to make them better and 505 00:27:25,720 --> 00:27:28,920 Speaker 1: better and give them the credit and give them emotional support. 506 00:27:29,080 --> 00:27:31,800 Speaker 1: If you have someone working around your house and helping you, 507 00:27:31,800 --> 00:27:35,360 Speaker 1: you just say you're incredible. And one of the mistakes 508 00:27:35,400 --> 00:27:37,840 Speaker 1: in leadership I think that we all make is we 509 00:27:37,880 --> 00:27:41,640 Speaker 1: get in our own head. And I think that teaching 510 00:27:41,800 --> 00:27:45,520 Speaker 1: people and then letting them know how good they are 511 00:27:45,640 --> 00:27:49,080 Speaker 1: and how much you appreciate it and doing the things 512 00:27:49,119 --> 00:27:51,280 Speaker 1: when they need it the most is really good too. 513 00:27:51,359 --> 00:27:54,879 Speaker 1: So I think there's and I think it's really you know, 514 00:27:55,040 --> 00:27:58,840 Speaker 1: I don't know if you've found this, but people that 515 00:27:58,920 --> 00:28:01,200 Speaker 1: I interview, I s them, what are you thinking about 516 00:28:01,240 --> 00:28:03,800 Speaker 1: when you walked over here at the interview, and I 517 00:28:03,880 --> 00:28:06,320 Speaker 1: don't tell me about talking with me? What were you 518 00:28:06,320 --> 00:28:09,600 Speaker 1: really thinking about? And they all think about what they 519 00:28:09,640 --> 00:28:13,440 Speaker 1: personally have to do today, and I think, get out 520 00:28:13,440 --> 00:28:18,720 Speaker 1: of your head. I think, look at the people. Be curious. 521 00:28:19,200 --> 00:28:21,359 Speaker 1: You know, it's not about what you have to do, 522 00:28:21,440 --> 00:28:24,800 Speaker 1: it's about it's more about what's going on around you. 523 00:28:24,920 --> 00:28:27,240 Speaker 1: How does that work within your job or whatever. But 524 00:28:27,400 --> 00:28:30,160 Speaker 1: most people don't take that way. Yeah, I like it's 525 00:28:30,200 --> 00:28:32,000 Speaker 1: true what you're saying. We we I just did like 526 00:28:32,040 --> 00:28:34,560 Speaker 1: a big move and I know it's moving fast and 527 00:28:34,560 --> 00:28:35,800 Speaker 1: it's a grind, and you kind of want to let 528 00:28:35,840 --> 00:28:38,960 Speaker 1: people know if it's giving them, you know, a bonus 529 00:28:39,280 --> 00:28:41,360 Speaker 1: or a massage or something, you want to let them 530 00:28:41,400 --> 00:28:43,280 Speaker 1: know that you realize it was a crazy week and 531 00:28:43,320 --> 00:28:45,480 Speaker 1: you just want to do something to let them know 532 00:28:45,560 --> 00:28:47,680 Speaker 1: that you appreciate it because at the game moves really 533 00:28:47,760 --> 00:28:49,440 Speaker 1: quickly and you've got so much going on. So that's 534 00:28:49,840 --> 00:28:54,320 Speaker 1: excellent advice. Um, so you've built so many other people's brands, 535 00:28:54,440 --> 00:28:58,160 Speaker 1: is that by no pun intended design, by intention? You know, 536 00:28:58,240 --> 00:29:00,720 Speaker 1: it seems like you've craved a engine in your own 537 00:29:00,760 --> 00:29:02,920 Speaker 1: way because you've gotten some of your self esteem through 538 00:29:03,320 --> 00:29:06,000 Speaker 1: this success. So have you ever wanted it to be? 539 00:29:06,120 --> 00:29:08,920 Speaker 1: Was see wonder your own thing? And that bothers you 540 00:29:08,920 --> 00:29:10,920 Speaker 1: that it's other people's brands, or it's about money and 541 00:29:10,960 --> 00:29:13,320 Speaker 1: success in the idea, you don't care who gets the credit. 542 00:29:13,560 --> 00:29:15,440 Speaker 1: Do you care that people don't know that you own 543 00:29:15,480 --> 00:29:17,320 Speaker 1: part of the Fina? I would care. No. I mean 544 00:29:17,360 --> 00:29:19,720 Speaker 1: I created, you know, let's be honest. I created the 545 00:29:20,200 --> 00:29:23,680 Speaker 1: Alan was Alan was an artist, and so he and 546 00:29:23,680 --> 00:29:26,120 Speaker 1: I got together and I put him in front Fina. 547 00:29:26,200 --> 00:29:28,800 Speaker 1: For anybody who doesn't know, the Fina is a totally 548 00:29:28,800 --> 00:29:31,800 Speaker 1: a brand, and it's an amazing hotel and residents in Miami, 549 00:29:31,920 --> 00:29:34,040 Speaker 1: and they own a lot of other things, and it's beautiful, 550 00:29:34,040 --> 00:29:36,520 Speaker 1: and it's got the signature red and the signature sent. 551 00:29:36,600 --> 00:29:39,360 Speaker 1: An amazing lounge called the living Room, has amazing music, 552 00:29:39,720 --> 00:29:41,560 Speaker 1: and it's got a sexy vibe and a big Jeff 553 00:29:41,640 --> 00:29:45,240 Speaker 1: Kun's massive. Jeff Counts was at a Dinosaur. Yeah. Well 554 00:29:45,440 --> 00:29:49,200 Speaker 1: so everything I've done like um, so I went to 555 00:29:49,240 --> 00:29:52,200 Speaker 1: find I went to Argentina and we bought my brother 556 00:29:52,240 --> 00:29:54,760 Speaker 1: and I bought the biggest property in Argentina, and then 557 00:29:54,800 --> 00:29:56,840 Speaker 1: we took Allen, who was an artist who had a 558 00:29:56,920 --> 00:29:59,560 Speaker 1: vision to do this, and we put him in front. 559 00:30:00,560 --> 00:30:03,400 Speaker 1: And then I sold the company. So the one in 560 00:30:03,440 --> 00:30:06,880 Speaker 1: Miami I'm not involved with, but Popping is the same way. 561 00:30:07,000 --> 00:30:09,240 Speaker 1: No one even knows that Popp in the office supply 562 00:30:09,360 --> 00:30:12,360 Speaker 1: company I created. It's it's fun. And there's so many 563 00:30:12,360 --> 00:30:15,320 Speaker 1: other businesses like me. He which I finally put my 564 00:30:15,440 --> 00:30:17,720 Speaker 1: name on, which is was named the best hotel in 565 00:30:17,720 --> 00:30:21,080 Speaker 1: the world and we're rolling out. I've always been so 566 00:30:21,680 --> 00:30:23,680 Speaker 1: interested in what I'm going to build in the future 567 00:30:23,720 --> 00:30:25,360 Speaker 1: that I don't need to take credit for the past. 568 00:30:25,480 --> 00:30:28,760 Speaker 1: But you know, I am glad you asked because there's 569 00:30:28,760 --> 00:30:32,120 Speaker 1: so many business I'm involved with. So there's a business 570 00:30:32,160 --> 00:30:34,680 Speaker 1: called stad s t a u D. It's going to 571 00:30:34,720 --> 00:30:36,480 Speaker 1: be one of the biggest brands in the world in 572 00:30:36,560 --> 00:30:39,640 Speaker 1: female apparel. And I met Sarah when she was doing 573 00:30:39,640 --> 00:30:42,200 Speaker 1: two d and fifty thousand dollars in sale, just had 574 00:30:42,200 --> 00:30:45,360 Speaker 1: two items. I came in and really, I think she'll 575 00:30:45,360 --> 00:30:48,760 Speaker 1: tell you helped her build out the company. The company 576 00:30:48,880 --> 00:30:51,840 Speaker 1: is going to do forty million dollars this year in sales. 577 00:30:51,880 --> 00:30:54,280 Speaker 1: It will be a massive brand around the world. And 578 00:30:54,320 --> 00:30:57,400 Speaker 1: I brought our team in and the president, John Siders, 579 00:30:57,440 --> 00:30:59,600 Speaker 1: and the whole team. And you know what she did, 580 00:30:59,640 --> 00:31:03,160 Speaker 1: which was and she called me up and she said, 581 00:31:03,200 --> 00:31:06,600 Speaker 1: I want to thank you because you have been such 582 00:31:06,640 --> 00:31:09,680 Speaker 1: a good friend and good mentor. And I know it's 583 00:31:09,760 --> 00:31:13,440 Speaker 1: my brand, but you've done such a wonderful job behind 584 00:31:13,480 --> 00:31:17,959 Speaker 1: the scenes. And I'm a you know, major stakeholder like 585 00:31:18,960 --> 00:31:22,200 Speaker 1: the brand, but it's her design, her merchandizing. But it's 586 00:31:22,280 --> 00:31:25,080 Speaker 1: nice to be appreciated. And sometimes when I create new 587 00:31:25,120 --> 00:31:30,080 Speaker 1: brands like the new fast food chain, you know it's Um. 588 00:31:30,120 --> 00:31:33,560 Speaker 1: This is what's so interesting, Bethany. I get so much 589 00:31:33,600 --> 00:31:36,000 Speaker 1: pride aut of all the people that have made money 590 00:31:36,000 --> 00:31:38,800 Speaker 1: with me. And the only reason I would want to 591 00:31:38,800 --> 00:31:40,840 Speaker 1: be out in front is to do what you're doing, 592 00:31:41,560 --> 00:31:44,840 Speaker 1: is to be able to teach young people with credibility 593 00:31:45,520 --> 00:31:48,760 Speaker 1: how to build a business, how to be great, how 594 00:31:48,880 --> 00:31:52,560 Speaker 1: to great life. I've had depression twice in my life 595 00:31:52,560 --> 00:31:57,760 Speaker 1: with anxiety. So my voice becomes much bigger when they 596 00:31:57,840 --> 00:32:00,760 Speaker 1: know how successful I am in a bigger, larger way. 597 00:32:01,120 --> 00:32:05,440 Speaker 1: So to make my voice bigger for the last chapters 598 00:32:05,480 --> 00:32:08,880 Speaker 1: in my life, the last quarter, I want people to know. 599 00:32:10,200 --> 00:32:14,400 Speaker 1: But for my own ego, I don't really cared. You 600 00:32:14,440 --> 00:32:16,520 Speaker 1: know Tory, I'll tell you right now if you have 601 00:32:16,640 --> 00:32:19,960 Speaker 1: Tory that she and I built the business together. Um, 602 00:32:20,240 --> 00:32:24,400 Speaker 1: we're very very close. She took that business after I 603 00:32:24,480 --> 00:32:29,200 Speaker 1: left with her husband. Now who's the CEO, And it's extraordinary. 604 00:32:29,280 --> 00:32:32,960 Speaker 1: It makes me so proud to have created that business 605 00:32:32,960 --> 00:32:36,640 Speaker 1: from Scratuate Tory, working on the merchandise and design, building 606 00:32:36,640 --> 00:32:39,880 Speaker 1: the business with her in the first seven or I 607 00:32:39,920 --> 00:32:42,680 Speaker 1: guess was nine years, and then she taking it from there. 608 00:32:43,040 --> 00:32:45,560 Speaker 1: But we were a team and we built a great brand. 609 00:32:45,640 --> 00:32:48,600 Speaker 1: And that brand is a worldwide brand. And you know, 610 00:32:48,800 --> 00:32:51,200 Speaker 1: her team has now made it much better that that 611 00:32:51,360 --> 00:32:54,920 Speaker 1: I love. So, you know, we talked about money noise 612 00:32:54,960 --> 00:32:57,200 Speaker 1: and how you grew up before. So when we were 613 00:32:57,240 --> 00:32:59,960 Speaker 1: growing up there were millionaires. There weren't billionaires like Bill 614 00:33:00,040 --> 00:33:03,000 Speaker 1: you know. You know now there are. You know, it's 615 00:33:03,040 --> 00:33:06,720 Speaker 1: sort of this benchmark. So what does that mean to you? 616 00:33:06,880 --> 00:33:10,240 Speaker 1: That word? Is it like if you were just shy, 617 00:33:10,360 --> 00:33:12,800 Speaker 1: we didn't annoy you because it is just a mark. Like, 618 00:33:12,920 --> 00:33:15,440 Speaker 1: for example, I'm not a billionaire. I don't really I 619 00:33:15,480 --> 00:33:18,320 Speaker 1: don't have a lot of money noise anymore, and I'm successful, 620 00:33:18,560 --> 00:33:20,840 Speaker 1: but it would be nice to be that only because 621 00:33:20,880 --> 00:33:24,120 Speaker 1: it's like it says like fuck you, I did it. 622 00:33:24,240 --> 00:33:26,160 Speaker 1: You know. Being on the cover of Forbes magazine for 623 00:33:26,200 --> 00:33:28,760 Speaker 1: me was like that that was like the not in 624 00:33:28,840 --> 00:33:33,040 Speaker 1: my belt. So it's not necessarily for people about the money, 625 00:33:33,520 --> 00:33:36,080 Speaker 1: but it's about the meaning. And I wonder what that 626 00:33:36,120 --> 00:33:38,280 Speaker 1: means now. And it can be douche now too in 627 00:33:38,320 --> 00:33:40,480 Speaker 1: this world, so it has different meanings. I wonder what 628 00:33:40,520 --> 00:33:43,480 Speaker 1: that word means. I like the fact, you know that 629 00:33:43,520 --> 00:33:46,000 Speaker 1: I'm over a billion dollars and I'm like, I would 630 00:33:46,040 --> 00:33:49,200 Speaker 1: like long term to make much more. But I'm not 631 00:33:49,320 --> 00:33:53,360 Speaker 1: driven at all by money. And that sounds I mean, 632 00:33:53,400 --> 00:33:55,920 Speaker 1: that sounds kind of what. It sounds like bullshit, but 633 00:33:55,960 --> 00:34:01,000 Speaker 1: it's true and I get it. It's it's like, trust me. 634 00:34:01,240 --> 00:34:04,000 Speaker 1: When I was twenty to forty, I was very driven 635 00:34:04,360 --> 00:34:07,920 Speaker 1: by success in money, and I was very driven by 636 00:34:07,960 --> 00:34:11,000 Speaker 1: buying beautiful houses and and everything else. And I was 637 00:34:11,239 --> 00:34:15,880 Speaker 1: very driven by not failing. And as I've gotten older, 638 00:34:16,120 --> 00:34:18,840 Speaker 1: I'm really in This sounds hokey, but it's true, and 639 00:34:18,880 --> 00:34:23,120 Speaker 1: anyone that knows me, I am much much more excited 640 00:34:23,120 --> 00:34:26,879 Speaker 1: about other people's success in mind. Wow, Well, did you 641 00:34:26,960 --> 00:34:29,880 Speaker 1: feel like the emperor totally has closed or or do 642 00:34:29,960 --> 00:34:32,600 Speaker 1: you feel like you've overshot the mark? I overshot the 643 00:34:32,640 --> 00:34:36,799 Speaker 1: mark from like the first year of my business. You know, 644 00:34:36,960 --> 00:34:39,000 Speaker 1: I didn't have any reverse in my cards, and my 645 00:34:39,080 --> 00:34:41,960 Speaker 1: parents you know, didn't give me any money. And I 646 00:34:42,040 --> 00:34:45,839 Speaker 1: was successful almost in two years. And I and by 647 00:34:45,880 --> 00:34:47,799 Speaker 1: the way, I didn't spend any of the money. Right, 648 00:34:47,880 --> 00:34:50,479 Speaker 1: that was a generation where And this is a really 649 00:34:50,480 --> 00:34:52,200 Speaker 1: good point of view with I think a lot of 650 00:34:52,200 --> 00:34:54,200 Speaker 1: the people listening to show with your advice is gonna 651 00:34:54,200 --> 00:34:57,600 Speaker 1: be enormously successful. And I think you're giving them such 652 00:34:57,760 --> 00:35:00,839 Speaker 1: great sound advice. And I can tell you one thing, 653 00:35:00,920 --> 00:35:04,960 Speaker 1: tell him it's much more fun to look at something 654 00:35:05,040 --> 00:35:06,920 Speaker 1: you can buy and not buy it, but no, you 655 00:35:07,000 --> 00:35:09,160 Speaker 1: have the money to do it than to buy it. 656 00:35:10,080 --> 00:35:13,760 Speaker 1: And my daughter Izzy, who idore I have six children, 657 00:35:14,600 --> 00:35:17,280 Speaker 1: one time we were she wanted a pair of roller 658 00:35:17,320 --> 00:35:21,560 Speaker 1: skates so bad, and my first wife and I were 659 00:35:21,600 --> 00:35:23,840 Speaker 1: really strict, and finally I get her a pair of 660 00:35:23,920 --> 00:35:27,640 Speaker 1: roller skates and she roller skates around the driveways. It 661 00:35:27,719 --> 00:35:30,160 Speaker 1: comes back and she goes Dad. I have to be honest. 662 00:35:30,239 --> 00:35:34,359 Speaker 1: One team was better than getting And I think I 663 00:35:34,400 --> 00:35:38,040 Speaker 1: think of all those entrepreneurs out there that if you 664 00:35:38,120 --> 00:35:40,440 Speaker 1: can say I can buy a Mercedes, or I can 665 00:35:40,480 --> 00:35:44,520 Speaker 1: buy something I want, I have it and use that 666 00:35:44,560 --> 00:35:47,120 Speaker 1: money to actually invest back in yourself is better than 667 00:35:47,160 --> 00:35:49,160 Speaker 1: going on and buying something. I don't know if you 668 00:35:49,239 --> 00:35:52,720 Speaker 1: feel the same way. There's certain things I collect. I'm 669 00:35:52,760 --> 00:35:55,880 Speaker 1: a watch collector, but I'm like a heat seeking missile. 670 00:35:55,880 --> 00:35:57,759 Speaker 1: I don't just go buy everything on the buffet. I 671 00:35:57,840 --> 00:36:00,319 Speaker 1: wait until there's something I really do want. And but 672 00:36:00,480 --> 00:36:03,279 Speaker 1: you are right, the covety is interesting, and if you're 673 00:36:03,320 --> 00:36:07,400 Speaker 1: collecting things, then things can be interesting. But otherwise, I 674 00:36:07,440 --> 00:36:11,280 Speaker 1: like when a car gets older. I like buying older 675 00:36:11,440 --> 00:36:14,520 Speaker 1: use cars. Everybody has everything, and everybody's competing with everything. 676 00:36:14,600 --> 00:36:17,520 Speaker 1: So what's the worst is you could go want something 677 00:36:17,600 --> 00:36:19,759 Speaker 1: and then you get it and you just see five 678 00:36:19,760 --> 00:36:21,200 Speaker 1: people with it, so it sort of ruins it. You 679 00:36:21,280 --> 00:36:24,279 Speaker 1: almost rather have some beater car that nobody has, then 680 00:36:24,360 --> 00:36:26,640 Speaker 1: some fancy thing that you wanted so badly and you've 681 00:36:26,640 --> 00:36:28,799 Speaker 1: got and you're like, ship, somebody else has it, So 682 00:36:29,280 --> 00:36:33,560 Speaker 1: I don't like, uh, something that somebody else has. I do. UM. 683 00:36:33,600 --> 00:36:35,360 Speaker 1: I love this home space. We should talk about it. 684 00:36:35,360 --> 00:36:37,040 Speaker 1: I can't tell you how much I love it. And 685 00:36:37,239 --> 00:36:40,000 Speaker 1: what's going on right now and home tocre and design 686 00:36:40,760 --> 00:36:45,480 Speaker 1: in the affordable space is extraordinary. What you can buy 687 00:36:45,680 --> 00:36:47,440 Speaker 1: bet some you can buy things that literally have like 688 00:36:47,560 --> 00:36:50,640 Speaker 1: three thousand dollars for one hundred dollars. And I'm not kidding, 689 00:36:50,680 --> 00:36:52,279 Speaker 1: like things that are in my home that I will 690 00:36:52,320 --> 00:36:54,560 Speaker 1: not tell people where I get them. People come over 691 00:36:54,600 --> 00:36:56,840 Speaker 1: and be like, oh, wow, what's that real major designers, 692 00:36:56,880 --> 00:36:58,719 Speaker 1: And I say, I found it because I'm a hunter. 693 00:36:59,239 --> 00:37:01,120 Speaker 1: But you know, it's like, um, I don't know if 694 00:37:01,120 --> 00:37:04,879 Speaker 1: you know this, but when I did Tori, because I'm 695 00:37:04,880 --> 00:37:07,560 Speaker 1: obsessed over supply chain, so i spent so much time 696 00:37:07,600 --> 00:37:11,319 Speaker 1: in China and Indonesia and all over the world, and 697 00:37:11,360 --> 00:37:14,560 Speaker 1: I was, you know, being a hunter in China is 698 00:37:14,760 --> 00:37:18,279 Speaker 1: really exhausting. So this was back about nine years ago, 699 00:37:18,360 --> 00:37:22,560 Speaker 1: and I had a vision for very chic stuff, beautiful 700 00:37:22,640 --> 00:37:26,880 Speaker 1: stuff made in Asia with great quality and everything. And 701 00:37:26,920 --> 00:37:29,880 Speaker 1: when I started out looking, I literally was in a 702 00:37:29,960 --> 00:37:32,520 Speaker 1: band and and it's hard for people and the show 703 00:37:32,560 --> 00:37:35,840 Speaker 1: to understand the size and scope of China, but imagine 704 00:37:35,880 --> 00:37:39,120 Speaker 1: a thousand New York cities. I mean, it's it's that massive. 705 00:37:39,400 --> 00:37:41,560 Speaker 1: And then I would go to the Canton Fair and 706 00:37:41,600 --> 00:37:43,879 Speaker 1: I'd see this stuff and they go, oh, they can 707 00:37:43,960 --> 00:37:47,040 Speaker 1: make something very cheat And I'd say, over the last 708 00:37:47,080 --> 00:37:52,160 Speaker 1: eight years, the design to cheatness and the beautiful ability 709 00:37:52,200 --> 00:37:55,920 Speaker 1: of stuff is unbelievable and in the beginning and I 710 00:37:55,960 --> 00:37:59,120 Speaker 1: couldn't find it. And now I think there's you can 711 00:37:59,200 --> 00:38:02,640 Speaker 1: find the most chic of stuff and the stuff that 712 00:38:02,760 --> 00:38:05,520 Speaker 1: you may have seen in a beautiful house outside of 713 00:38:06,160 --> 00:38:09,600 Speaker 1: London that was like ten tho dollars and now it's 714 00:38:09,920 --> 00:38:12,879 Speaker 1: eighty dollars. Yeah, And that's a piece of advice for people. 715 00:38:12,880 --> 00:38:15,680 Speaker 1: If you're building a house and renovating, it matters the 716 00:38:15,719 --> 00:38:18,480 Speaker 1: materials you use within the structure of the house. But 717 00:38:18,520 --> 00:38:20,680 Speaker 1: I'll say the designers that I'm working with a collaborative, 718 00:38:20,800 --> 00:38:24,120 Speaker 1: I'll say I'll spend on the walls, the floors, the 719 00:38:24,200 --> 00:38:26,640 Speaker 1: cock I will not spend a lot of money on 720 00:38:26,640 --> 00:38:29,680 Speaker 1: the furniture. Maybe little pieces. But I'm just saying it's 721 00:38:29,680 --> 00:38:31,759 Speaker 1: just a side note. Because this is Christmas business. It's 722 00:38:31,880 --> 00:38:34,640 Speaker 1: very interesting where and how you decide to spend, which 723 00:38:34,680 --> 00:38:37,320 Speaker 1: is well you You and I actually are very similar interesting, 724 00:38:37,360 --> 00:38:39,640 Speaker 1: like it's kind of interesting. We haven't spent that much 725 00:38:39,640 --> 00:38:43,600 Speaker 1: time together, but we're both hunters, we're both curious, we 726 00:38:43,760 --> 00:38:47,040 Speaker 1: both love value. Right. Yes, yes, we have a lot 727 00:38:47,040 --> 00:38:49,319 Speaker 1: of in common because everything you're saying is what I 728 00:38:49,400 --> 00:38:54,400 Speaker 1: stand for. Nothing makes me happier in the world. To 729 00:38:54,640 --> 00:38:59,760 Speaker 1: find beautiful things for less money. It just makes me happy. 730 00:39:00,400 --> 00:39:03,399 Speaker 1: And when I get a little down i'm tired, exhausted, 731 00:39:03,600 --> 00:39:06,360 Speaker 1: I'll drive to a Costco. I'll look in the food, 732 00:39:06,400 --> 00:39:09,040 Speaker 1: I'll look at that stripped steak, I'll look at the 733 00:39:09,200 --> 00:39:11,960 Speaker 1: value of some of the great quality items, and it 734 00:39:12,080 --> 00:39:14,920 Speaker 1: just makes me happy. And no one wants me to 735 00:39:14,920 --> 00:39:17,719 Speaker 1: go to Costco. Uh, no one that works around me 736 00:39:17,840 --> 00:39:20,000 Speaker 1: or whatever, because I will get my credit card out 737 00:39:20,040 --> 00:39:23,320 Speaker 1: and I'll spend two thousand dollars. So I've been banned 738 00:39:23,680 --> 00:39:28,080 Speaker 1: from Costco because I find it to be extraordinarily great 739 00:39:28,160 --> 00:39:30,279 Speaker 1: in the food and cat Now, would I like to 740 00:39:30,320 --> 00:39:33,319 Speaker 1: help Costco on their taste level of some of the 741 00:39:33,360 --> 00:39:36,480 Speaker 1: furnishings went in there or their clothing, Yes, and could 742 00:39:36,520 --> 00:39:39,840 Speaker 1: they get better and what they do? But when it 743 00:39:39,880 --> 00:39:43,560 Speaker 1: comes to certain quality products, that's my place. And by 744 00:39:43,600 --> 00:39:45,880 Speaker 1: the way, the free samples aren't bad either, but you 745 00:39:45,880 --> 00:39:47,719 Speaker 1: know you have to get them one weekend. Well, it's 746 00:39:47,760 --> 00:39:49,640 Speaker 1: so funny you say that, because I once got to 747 00:39:49,640 --> 00:39:52,240 Speaker 1: an argument with somebody over the last roast chicken. Costco 748 00:39:52,280 --> 00:39:54,799 Speaker 1: has an incredible roast chicken that on. I think it's 749 00:39:54,840 --> 00:39:56,640 Speaker 1: only on for some reason. It's on Fridays, like you 750 00:39:56,680 --> 00:39:59,440 Speaker 1: can't get one. There's some whole thing. But I was 751 00:39:59,480 --> 00:40:01,759 Speaker 1: once doing a book signing and Costco and no one 752 00:40:01,800 --> 00:40:03,800 Speaker 1: showed up, and I was so excited cause I was 753 00:40:03,880 --> 00:40:06,200 Speaker 1: running up and down the aisles and I was thrilled 754 00:40:06,280 --> 00:40:09,919 Speaker 1: by like just hearts of palm and the dried blueberries 755 00:40:10,239 --> 00:40:13,160 Speaker 1: and they oh it's incredible, and and and their roast 756 00:40:13,280 --> 00:40:18,359 Speaker 1: chicken they sell at a loss and I always have um. Now, 757 00:40:18,360 --> 00:40:20,439 Speaker 1: I went to Trader Joe's for the first time, which 758 00:40:20,480 --> 00:40:23,080 Speaker 1: people love. No you don't, don't say it, don't love it, 759 00:40:23,239 --> 00:40:24,960 Speaker 1: don't say it, don't love it, don't Okay, do you 760 00:40:25,040 --> 00:40:27,040 Speaker 1: want me? Do you like honesty or do you so? 761 00:40:27,160 --> 00:40:28,640 Speaker 1: Let me tell you. I went to Trader Joe's. I 762 00:40:28,640 --> 00:40:31,680 Speaker 1: will blown away. I could not believe how inexpensive it was. 763 00:40:31,800 --> 00:40:35,319 Speaker 1: I walked down there, I'm like, this is insane. And 764 00:40:35,480 --> 00:40:38,920 Speaker 1: then I got it. And so I just had the pizza, 765 00:40:39,280 --> 00:40:42,000 Speaker 1: which is the most unbelievable pizza I've ever eaten. And 766 00:40:42,040 --> 00:40:47,560 Speaker 1: I'm like, why am I ordering pizza takeout when it 767 00:40:47,680 --> 00:40:50,920 Speaker 1: comes in soggy and I want my pizza Christie. So 768 00:40:51,040 --> 00:40:52,759 Speaker 1: I'm now a big fan of that. I happen to 769 00:40:52,800 --> 00:40:55,600 Speaker 1: like the two flavors my youth. But I feel like 770 00:40:55,600 --> 00:40:58,480 Speaker 1: I'm cheating on Costco. I've actually had a lot of 771 00:40:58,520 --> 00:41:02,319 Speaker 1: guilt because it's, you know, I don't want to go 772 00:41:02,440 --> 00:41:06,160 Speaker 1: for the younger, cooler woman with the with the right 773 00:41:06,400 --> 00:41:08,880 Speaker 1: and so there's a little bit of like not feeling 774 00:41:08,960 --> 00:41:12,400 Speaker 1: so good. So um, the only thing reason Costco has 775 00:41:12,400 --> 00:41:16,239 Speaker 1: got a little more selection and um. But I was 776 00:41:16,600 --> 00:41:19,120 Speaker 1: blown away. And the fact that I hadn't gone shows 777 00:41:19,160 --> 00:41:21,200 Speaker 1: you when I'm a dude, and I'm not like necessarily, 778 00:41:21,880 --> 00:41:25,080 Speaker 1: but I was blown away. My entire cart was like 779 00:41:25,200 --> 00:41:28,360 Speaker 1: eighty nine dollars. It would have been at a normal 780 00:41:28,400 --> 00:41:31,600 Speaker 1: supermarket like two hifty dollars. And but they've done a 781 00:41:31,640 --> 00:41:35,920 Speaker 1: really effective job from a branding perspective, great for people 782 00:41:35,960 --> 00:41:40,040 Speaker 1: to listen to. Thought a lot about it. They literally 783 00:41:40,080 --> 00:41:43,799 Speaker 1: took the details, so they took the big picture. They 784 00:41:43,880 --> 00:41:47,680 Speaker 1: made you want to eat it. They understood that you 785 00:41:47,840 --> 00:41:49,960 Speaker 1: have to be able to see a product if it's 786 00:41:49,960 --> 00:41:54,239 Speaker 1: in a brown paper bath and where Costco uses Kirkland 787 00:41:54,280 --> 00:41:56,960 Speaker 1: and they really haven't, you know. They it stands for 788 00:41:57,080 --> 00:42:00,880 Speaker 1: quality their approaches. A bag is a bag, and you 789 00:42:00,920 --> 00:42:03,279 Speaker 1: get it. But I was blown away. I thought it 790 00:42:03,320 --> 00:42:07,520 Speaker 1: was great, and you know so to me and for all, 791 00:42:08,040 --> 00:42:14,560 Speaker 1: quality and taste and value and and value are what 792 00:42:14,680 --> 00:42:18,920 Speaker 1: the world wants. Is what you can create good business, lawyer, 793 00:42:19,040 --> 00:42:22,080 Speaker 1: and whether you know and then brand it. I think 794 00:42:22,160 --> 00:42:24,000 Speaker 1: my favorite thing I told all my sons, I told 795 00:42:24,040 --> 00:42:27,160 Speaker 1: them two things in life, only two things. Do as 796 00:42:27,160 --> 00:42:30,640 Speaker 1: you say, say as you do. Don't bullshit. If you 797 00:42:30,719 --> 00:42:32,640 Speaker 1: say you're going to go do something, do it. Like 798 00:42:33,200 --> 00:42:35,520 Speaker 1: if you commit to someone for a dinner party and 799 00:42:35,560 --> 00:42:38,319 Speaker 1: there's someone a better dinner party, I would only go 800 00:42:38,400 --> 00:42:41,800 Speaker 1: to them commitment. And then the other one is rejections, 801 00:42:41,800 --> 00:42:46,319 Speaker 1: your best friend rejection. If you get rejected, you go, 802 00:42:46,560 --> 00:42:48,440 Speaker 1: thank you very much to go to the next person. 803 00:42:49,239 --> 00:42:53,120 Speaker 1: You're amazing. This was an incredible conversation, as I imagine, 804 00:42:53,160 --> 00:42:56,440 Speaker 1: But I always learned so much more about people that 805 00:42:56,480 --> 00:42:58,319 Speaker 1: I already know. I mean, I've learned so much. You 806 00:42:58,360 --> 00:43:01,400 Speaker 1: are just a visionary and you deserve your success and 807 00:43:01,440 --> 00:43:03,760 Speaker 1: you're gonna help a lot of people. So I'm so excited. 808 00:43:03,760 --> 00:43:05,759 Speaker 1: I'm grateful that you gave me the time. Well, what 809 00:43:05,920 --> 00:43:12,200 Speaker 1: I find so fascinating is that philosophically you and I 810 00:43:12,280 --> 00:43:15,680 Speaker 1: are are have the ribbons of the same feeling so 811 00:43:16,360 --> 00:43:19,080 Speaker 1: it's really great to know you. I've heard so many 812 00:43:19,080 --> 00:43:21,959 Speaker 1: great things from my friends about you, and I wish 813 00:43:22,000 --> 00:43:24,520 Speaker 1: I could spend more time with you. In congratulations, I'm 814 00:43:24,560 --> 00:43:32,319 Speaker 1: really happy for you have a great thing. Well, that 815 00:43:32,440 --> 00:43:39,120 Speaker 1: was excellent. Chris Birch is really business branding, and most 816 00:43:39,120 --> 00:43:42,280 Speaker 1: people don't know that. So it always gives me great 817 00:43:42,280 --> 00:43:45,640 Speaker 1: pleasure to have these conversations here that even most of 818 00:43:46,120 --> 00:43:48,080 Speaker 1: the information I don't know, even though I know him. 819 00:43:48,200 --> 00:43:50,720 Speaker 1: So I just feel like you were opening up presents 820 00:43:50,800 --> 00:43:54,400 Speaker 1: every conversation and figuring out different ways to be successful, 821 00:43:54,800 --> 00:43:57,880 Speaker 1: different ways to do it. Please go back and listen 822 00:43:58,280 --> 00:44:01,439 Speaker 1: to all the podcasts, great review and subscribe. We're learning 823 00:44:01,440 --> 00:44:06,320 Speaker 1: something different every day about a different type of business person, entrepreneur, 824 00:44:06,440 --> 00:44:11,280 Speaker 1: brand builder, philanthropist, you name it. So that was amazing 825 00:44:11,520 --> 00:44:14,000 Speaker 1: and I just thought was such a great conversation. I'm 826 00:44:14,040 --> 00:44:24,120 Speaker 1: so grateful. Yeah. Just Be is hosted an executive produced 827 00:44:24,120 --> 00:44:27,160 Speaker 1: by me Bethany Frankel. Just Be as a production of 828 00:44:27,239 --> 00:44:31,760 Speaker 1: Be Real Productions and I Heart Radio. Our managing producer 829 00:44:31,840 --> 00:44:34,759 Speaker 1: is Fiona Smith and our producer is Stephanie Stender. Our 830 00:44:34,800 --> 00:44:38,239 Speaker 1: EP is Morgan Levoy. To catch more moments from the show, 831 00:44:38,320 --> 00:44:45,800 Speaker 1: follow us on Instagram, and just be with Bethany