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Speaker 2: What's going on? Earnest Welcome the EYL University, the number

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Speaker 2: one place for business education. Shoddy tale.

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Speaker 3: What'll we be bringing Yes, EYL University already has over

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Speaker 3: one hundred past webinars from all areas of business. It

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Speaker 3: includes weekly webinars from industry leaders. It includes access to

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Speaker 3: our investment Facebook group.

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Speaker 4: Movie club, our book club.

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Speaker 3: It also includes access to monthly financial planning calls with

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Speaker 3: yours truly. But what has been added has access to

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Speaker 3: MG the Mortgage Guys home Buyers Blueprint over fourteen hours

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Speaker 3: everything you need to know as far as the home buying.

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Speaker 4: Process is concerned.

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Speaker 3: And also what has been added is access to our

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Speaker 3: monthly group chat call. So once a month, Me, Troy

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Speaker 3: and the whole team is going to let you in

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Speaker 3: on our personal plays, our portfolio, what we're doing, and

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Speaker 3: more so all of that, we are running for a

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Speaker 3: special promo code of seventy percent off for limited time only.

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Speaker 3: So had the Eyluniversity dot com right now and take advantage.

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Speaker 4: You know it's works.

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Speaker 2: Don't wait, don't hesitate it. We'll see you on the

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Speaker 2: other side.

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Speaker 5: My graduates from my school being forced back and drop

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Speaker 5: drop mic drop back, drop drop.

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Speaker 3: A lot of people come on social media for their

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Speaker 3: business and they get like two followers and they're like

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Speaker 3: running fifty percent off ads and sales, and it's like

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Speaker 3: you don't even have an audience, and it's like, you know,

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Speaker 3: the whole point of wearing business, So the whole point

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Speaker 3: is to make money. We're never gonna apologize about making money.

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Speaker 3: If you are apologetic about making money, this isn't the

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Speaker 3: channel for you. But there's ways to go about making money.

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Speaker 3: And sometimes like if you promote too much, or you're

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Speaker 3: too gimmicky or you it's like you can make money,

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Speaker 3: but over the course of time, you're diluting your brand

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Speaker 3: because it's not And even if we look at the

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Speaker 3: best brands in the world, like Nike, like they have sale,

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Speaker 3: but how many times do you actually see Itike commercials

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Speaker 3: selling something. It's not really too often. Most Nike commercials

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Speaker 3: are like you know Andrea Agacy, that legendary situation on

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Speaker 3: Michael Jordan with dunking of basketball, Serena Williams and her daughter,

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Speaker 3: like even Colin Kaepernick. It's an ad to build their brand,

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Speaker 3: not really selling anything because you're gonna buy it on

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Speaker 3: the back end, just by the strength of their brand

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Speaker 3: just becoming so dominant that they don't necessarily have to

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Speaker 3: beat you in the head with fifty percent off sales.

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Speaker 3: You feel compelled to buy it because they've built so

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Speaker 3: much brand equity over the years.

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Speaker 2: I think what you said is very important, John. I'm

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Speaker 2: glad you broke that down with the awareness interesting trust.

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Speaker 2: It's like, if you have two followers, we don't even

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Speaker 2: have an awareness over you, and you're trying to sell

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Speaker 2: something which automatically makes me distrust, right, and so how

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Speaker 2: do I go into a relationship with distrust? I don't

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Speaker 2: and so now I turn away. So now, even if

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Speaker 2: you put valuable content out to the world, you've already

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Speaker 2: lost us because you started selling to us. And so

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Speaker 2: it's very key to give value, give value, give value.

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Speaker 2: People see what's happening, Let them build their trust, let

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Speaker 2: them build the awareness of the brand, which will and

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Speaker 2: then turn grow the interest in what you're doing, which

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Speaker 2: will make it a lot easier when it's time for

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Speaker 2: you to say, you know what, All right, I've been

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Speaker 2: doing this, I've been doing this. Here's what I also

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Speaker 2: have to offer, you know what I mean?

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Speaker 3: And that's something I'm gonna let you finished, John. But

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Speaker 3: somebody said about how but everybody's way is different as

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Speaker 3: far as how to build brand. But how we built

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Speaker 3: our brand in two minutes is that we just created

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Speaker 3: a maximum value as possible. So before we had a podcast,

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Speaker 3: we had an Instagram page. Well, even before I had

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Speaker 3: my own personal Instagram page. I wasn't selling anything. I

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Speaker 3: was just I was just I was just adding value

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Speaker 3: people that I would take times write, write captions, write posts,

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Speaker 3: make videos. When we started earning a leisure the whole

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Speaker 3: we didn't really even know, to be completely honest, we

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Speaker 3: didn't know how to monetize a podcast, but we figured

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Speaker 3: that once we had enough attention, there would be opportunities

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Speaker 3: to monetize. So our goal was just to add as

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Speaker 3: much value as possible, and that helped build our brand

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Speaker 3: on social media, and then you know, all throughout we

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Speaker 3: just had a unique way to relay information with business

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Speaker 3: and mix it with pop culture, and that was our

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Speaker 3: brand building proposition, was that we're going to educate people

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Speaker 3: for free. We're going to give as much value as possible.

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Speaker 3: We didn't sell anything, we didn't have merch we didn't

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Speaker 3: have a live event, we didn't.

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Speaker 4: Have anything nothing.

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Speaker 3: So now when we have paid products and we've already

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Speaker 3: built brand equity, but it took us twelve thirteen months

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Speaker 3: before we even probably even longer than that, like before

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Speaker 3: we even sold one thing that made.

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Speaker 6: Us in Yeah, and so it reminds me of that

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Speaker 6: of that graph, that last graph right, You guys didn't

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Speaker 6: start with sales. You could have if you you could

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Speaker 6: have tricked a few people into buying a quick E

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Speaker 6: course right at the jump without really knowing anything.

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Speaker 7: But instead you were that red line. You were you.

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Speaker 6: You were building that brand equity by just giving given, given, given, given,

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Speaker 6: given given. And as a result, look at the platform

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Speaker 6: that you guys grew. And you know, speaking of Nike,

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Speaker 6: I caught a glipse. So their brand essence framework and

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Speaker 6: their one word was performance. I don't think that you're

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Speaker 6: any faster and Nikes than you are in Adidas, but

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Speaker 6: they their their core brand was performance.

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Speaker 7: And think about how just think about the look of

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Speaker 7: their logo.

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Speaker 6: The swoosh kind of just makes you feel like performance,

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Speaker 6: the flash, you know, and and and it's a really

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Speaker 6: a student observation. Rashad that that they don't they don't

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Speaker 6: sell I never thought about that. They don't sell ship

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Speaker 6: in their commercials.

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Speaker 4: No, they don't.

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Speaker 7: They don't sell their brands.

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Speaker 6: So so for anyone, so if if you have a

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Speaker 6: tea company, if you have an e comm company.

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Speaker 7: You know, what are ways what's that word gonna be

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Speaker 7: for you? A?

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Speaker 6: And then B how can you associate your brand with

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Speaker 6: that feeling. For example, at Loop, our purpose is to

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Speaker 6: move people. We don't care about insurance in the same

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Speaker 6: way that Nike only cares about sneakers because it drives performance.

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Speaker 6: So we we we stand for movement, right, because insurance

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Speaker 6: gets you on the road and then you go and

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Speaker 6: you got to do other things that you gotta do.

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Speaker 7: So how do how are we gonna build brain around that?

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Speaker 6: Well, we're gonna have photography of people on the road,

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Speaker 6: all on their hustle, doing their ship and just just

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Speaker 6: a little photo, just a little kind of the bottom

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Speaker 6: that's as Loop, right. And so for example, those are

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Speaker 6: just some of the low hanging fruit ways man that

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Speaker 6: we could that we could build brand. You gotta lock

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Speaker 6: in on that specific value that you feel you want

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Speaker 6: to put brand equity into.

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Speaker 3: And I also think that for building a brand, going

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Speaker 3: back to our personal experience, you know, we learned a

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Speaker 3: lot from raph and we took a lot. We took

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Speaker 3: a lot from hip hop artists to help build our brain.

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Speaker 3: So you know, being a big Wu Tang fan growing

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Speaker 3: up in the late nineties, and you know when you

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Speaker 3: saw that w that meant something. You didn't have to

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Speaker 3: hear Wu tang to see that, like you know what

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Speaker 3: I'm saying, Like when you saw a w you automatically

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Speaker 3: associated Wu tang, and then you when you had to

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Speaker 3: kill a bee's like they had a mascot if you

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Speaker 3: think about it. So it's like even schools. You could

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Speaker 3: learn a lot from schools. School is not a problem.

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Speaker 3: It's what they're teaching that's the problem. But the infrastructure

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Speaker 3: of school is actually pretty brilliant.

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Speaker 4: Schools.

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Speaker 3: They have clubs inside of schools. They have sports teams

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Speaker 3: to keep you engaged. They have times when you check in,

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Speaker 3: they have parents, they have lunchtime, they have mascots. Mascots

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Speaker 3: is extremely important. So it's like you when you saw

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Speaker 3: the kill a bee, that meant something like you know

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Speaker 3: what I'm saying, but it all equated back to Wu tang.

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Speaker 3: But they didn't have to put Wu tang on every

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Speaker 3: single thing. So it's like when you see us, our

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Speaker 3: mascots are our emojis. That's like a mascot, right, Like

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Speaker 3: that's like a team mascot that's branded. We don't have

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Speaker 3: to put legion on everything. So now you see eyl

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Speaker 3: y L three letters is very nostalgic when you think

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Speaker 3: of luxury brands YSL Like you know, there's a lot

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Speaker 3: of stuff when you when you think of like three letters,

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Speaker 3: like it's real easy to remember, and it's a it's

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Speaker 3: an abbreviation. People love abbreviations, even if they hate the

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Speaker 3: abbreviation I R S.

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Speaker 4: You name it like you know what I'm saying.

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Speaker 7: People, Yeah, use use anything other than the I R S.

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Speaker 2: Alphabet.

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Speaker 7: Boys, we got an in here. Let's let Annie in out.

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Speaker 4: Let's bring up that.

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Speaker 3: That's something that that's something to keep in mind as

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Speaker 3: well as far as you don't necessarily and even assets

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Speaker 3: over aliability, assets over liabilities, that's ours.

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Speaker 4: We made that up.

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Speaker 3: Anybody that's knocking that off, you should shame yourself. But

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Speaker 3: once again, we don't have to put your leisure on everything.

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Speaker 3: Because whether you see the mojis, whether you see E

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Speaker 3: Y L, whether you see asset overliabilities, it all equates

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Speaker 3: back to the mothership.

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Speaker 4: That's exactly where I was going.

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Speaker 2: And if you look at the most popular thing we

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Speaker 2: sell it is assets overliabilities. But it goes back to

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Speaker 2: the point of what we're doing. Right, value value in

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Speaker 2: your life. Take the things out that don't add value. Right,

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Speaker 2: So assets over liabilities. And so when you see that,

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Speaker 2: it doesn't matter where you see it, most people are

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Speaker 2: gonna think us. You don't have to it doesn't have

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Speaker 2: to say earn your legion. When they see assets of

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Speaker 2: a liability. Even some of those bootleggers out there, they

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Speaker 2: automatically think that that must be and shout out to

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Speaker 2: our lawyer who's on that uh desists please.

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Speaker 6: Yeah, you guys, someone's under your guys skin man, because

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Speaker 6: you guys, you.

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Speaker 2: Just got to put it out there. We got to

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Speaker 2: put it out there.

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Speaker 4: You gotta be original.

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Speaker 2: It's synonymous with us. And so like again, you don't

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Speaker 2: have to see your leisure on the shirt. You see

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Speaker 2: assets of liabilities, we're thinking, all right, those people must

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Speaker 2: be an earner. I had a friend of mine today

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Speaker 2: who was climbing in the uh the Catskill mountains over

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Speaker 2: the like over the spring break, and she made it

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Speaker 2: to the top and was wearing the assets of a

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Speaker 2: liability shirt. You know what happened when she got up there,

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Speaker 2: somebody ran up to her and said, oh, you're an

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Speaker 2: earner too. Oh talk about freaked her out right because

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Speaker 2: she was like, huh, No, I worked with Troy. We

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Speaker 2: were tea it's my coworker. She's like, oh, but you're

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Speaker 2: not an earnest. She's like, yeah, I'm an earner, but

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Speaker 2: like that's my friend, Like I can call him, and

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Speaker 2: it was like call him. I'm like no, no, let's

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Speaker 2: not do that. But it's anonymous. You can one thing

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Speaker 2: leads to the next, and so we don't have to

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Speaker 2: put your leads on everything. People know us asset to

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Speaker 2: a liabilities. Wait, we got alumni in here.

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Speaker 7: We got alumni.

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Speaker 2: Yo.

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Speaker 7: What's up Annie?

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Speaker 2: How you doing?

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Speaker 6: Man?

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Speaker 2: How you living going?

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Speaker 8: Well? Man? I'm excited. Shoddy and Troy, what's up y'all?

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Speaker 2: My god, what's going on?

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Speaker 9: We taughd y'all were regular human beings and now that

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Speaker 9: is you know, range rovers and bus downs.

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Speaker 2: I see what it is. It was your fault, partially

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Speaker 2: your fault, your.

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Speaker 8: Two tone back on your wrist. Congrats.

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Speaker 2: You know I did lose it for a minute. We

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Speaker 2: did get to watch and we get the car. We

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Speaker 2: haven't gotten the driver yet, so we're getting there, getting

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Speaker 2: to your level.

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Speaker 4: Yo.

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Speaker 7: Annie, I'm glad you jumped on.

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Speaker 8: Man.

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Speaker 6: You were the first person I thought of when when

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Speaker 6: when I thought a brand. I think that you've done

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Speaker 6: an exceptional job for those For those that don't know,

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Speaker 6: Annie Man just total total legend. Been in the game

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Speaker 6: a long time, one of the practitioners that I am

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Speaker 6: most in the space. A lot of people talking man,

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Speaker 6: but but Annie has been doing this shit and doing

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Speaker 6: it across industries managing artists. Have wrapped with Khalif at

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Speaker 6: some time, is now managing the career of the young

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Speaker 6: star on e con. But in addition dabbles in a

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Speaker 6: little e commerce. We had launch Equity Apparel together UH

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Speaker 6: owner and CEO of co Cutta Chaco dope concept that

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Speaker 6: the audience wants to hear more about, but also dabbles

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Speaker 6: in real estate. So you're a lot like me in

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Speaker 6: the sense that we are multi hyphen it practitioners.

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Speaker 7: And the one you know, the one through line that you.

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Speaker 6: Have across all your projects is that they all have

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Speaker 6: impeccable brand. I mean, we're not big landlords by any stretch,

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Speaker 6: but you would think we were because you know the

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Speaker 6: way that we brand our ship. And for example, in Philly,

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Speaker 6: where I know you have some real estate, you have

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Speaker 6: just regular plots of land which anyone would have just

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Speaker 6: called a plot of land, but Annie then branded it.

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Speaker 2: Then called it.

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Speaker 7: You know, Tiger Park created a website.

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Speaker 6: Around it, you know, really made an experience, hosted some

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Speaker 6: pop up art, you know, all that kind of stuff.

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Speaker 6: And even with your with your Child concept, which I

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Speaker 6: believe is your anchor at the moment, you really lead

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Speaker 6: with a super super brand forward approach.

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Speaker 2: Man.

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Speaker 6: So, welcome to the show. Welcome to the limited series.

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Speaker 6: Guest number one, episode number one.

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Speaker 7: Thank you, Yes, sir Man.

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Speaker 6: Well, I would love to get your take for some

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Speaker 6: of the audience on the power of brand and how

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Speaker 6: it's been able to effectively elevate.

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Speaker 7: And distinguish your concepts from a concept.

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Speaker 10: Brand.

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Speaker 8: Yeah, I missed the end of it, but I think

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Speaker 8: I caught enough to respond.

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Speaker 9: I think you know, I look at brand as the

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Speaker 9: real only way to get competitive advantage when you're playing

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Speaker 9: down a couple of cards, right, people like us first

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Speaker 9: generation entrepreneurs, when you're coming up, we just don't have

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Speaker 9: access to the same things that a lot of people do,

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Speaker 9: and therefore your own ingenuity is your competitive advantage, right.

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Speaker 9: And I think brand, you know you touched on it,

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Speaker 9: it's when you you got to make a big investment

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Speaker 9: in it up front, right, But being tactical and being

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Speaker 9: smart about brand upfront allows you to create that moat

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Speaker 9: around your business, right, nobody can do it like you

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Speaker 9: do it if you do it well. And I really

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Speaker 9: learned from you know, hip hop music, and you know

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Speaker 9: eyl is kind of spot on with my education in

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Speaker 9: terms of like jay z Rockefeller, right that diamond went up,

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Speaker 9: you know what time it was, master p no limit,

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Speaker 9: you know, make them say oh like it was these

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Speaker 9: these references to their brand at all times that created

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Speaker 9: that moat around what they did. And to me, I

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Speaker 9: looked at it the same way like if I was

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Speaker 9: going to you know, build a company or launch something

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Speaker 9: from zero when I have a lot of you know,

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Speaker 9: much better capitalized players around me, what's my advantage. It's storytelling,

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Speaker 9: it's branding, and it's creating that you know that bridge

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Speaker 9: and I think you know, I tend to look at

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Speaker 9: brand like it gives your company personality and it also

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Speaker 9: most importantly allows people to buy in with an emotion.

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Speaker 9: And that's the toughest thing. You know, you're talking about

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Speaker 9: sales versus brand. When you have a brand that people

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Speaker 9: can emotionally relate to, that is the most definitive thing

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Speaker 9: about where you know about your company and going forward

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Speaker 9: because people can't take that from you. Right, Your sales

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Speaker 9: might get cratered because of COVID or you might have

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Speaker 9: you know, a supply chain issue, whatever it is. But

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Speaker 9: if your brand represents all of your values and has

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Speaker 9: that personality, people will always stick by you. And I

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Speaker 9: think I'm a very long term player similar to y'all.

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Speaker 2: Uh.

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Speaker 8: And That's how I'll break it down, yo.

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Speaker 6: So talk about talk about talk about like your your

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Speaker 6: chiy concept. Right, There's a lot of T shops out there,

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Speaker 6: but I have never seen any of them with a

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Speaker 6: line around two blocks with like straight up, you know,

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Speaker 6: all the Indian boys out there lining up, they can't.

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Speaker 4: Wait to support.

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Speaker 6: Had you had eater dot com over there, you, I mean,

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Speaker 6: you guys unlocked ridiculous distribution. You guys have fanatics. You

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Speaker 6: guys created like the uh, like what do you guys

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Speaker 6: call it? Like that the pour over Challenge? Like you

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Speaker 6: guys have done so much shit and it's like a

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Speaker 6: two hundred square foot space, but it is like really

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Speaker 6: a crazy It's crazy what you've been able to do.

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Speaker 2: With that space.

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Speaker 6: Man, So talk about like how you approach that and

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Speaker 6: what gave you the what's the secret sauce man Like,

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Speaker 6: how can someone who has pretty little by term in

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Speaker 6: terms of space and in terms of resources be able

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Speaker 6: to maximize the.

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Speaker 4: Way you have? Right?

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Speaker 9: I mean, you know, just for context, we opened six

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Speaker 9: months before COVID shut New York City down, and we

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Speaker 9: ended up twenty twenty. We ended up in the black

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Speaker 9: with both our restaurant and our e commerce operations.

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Speaker 8: And I do a lot of that to brand.

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Speaker 9: That's why I say it is because you know, I

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Speaker 9: mean to answer your question about how we unlocked it,

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Speaker 9: I think we approached it as.

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Speaker 8: And I talk a lot about this, you know, storytelling.

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Speaker 9: What is the story that you're telling as a company, right,

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Speaker 9: that becomes part of your brand story, which thereby leads

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Speaker 9: to brand equity. Right, And you guys touched on this

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Speaker 9: a lot. What's brand that we simply put its credibility?

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Speaker 4: Right?

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Speaker 9: It is the intangible reputation that you have with your

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Speaker 9: customers that nobody could take from you. So when we

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Speaker 9: spent about eighteen months before launching the cafe doing pop ups,

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Speaker 9: doing events, food festivals, you know, hustling around the city,

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Speaker 9: that was to create brand equity, right, because we knew, look,

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Speaker 9: whether we had a thousand square foot space or two

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Speaker 9: hundred square foot space. They couldn't take that brand equity

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Speaker 9: from us. And you know, Johnny, you and I have

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Speaker 9: talked about this a lot, is like how do you

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Speaker 9: scale the one to one interaction?

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Speaker 4: Right?

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Speaker 8: That's what we did to build up that brand equity.

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Speaker 9: What I mean by that is responding to every DM

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Speaker 9: going above and beyond, you know, at events or online

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Speaker 9: to give people you know, an extra cup on the

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Speaker 9: house or you know, FaceTime with their mom because they

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Speaker 9: were excited to walk into a child shop, whatever it was.

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Speaker 9: We made ourselves really available to that, built up that

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Speaker 9: brand equity, and then monetize that, right. And I think

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Speaker 9: that's where a lot of creators struggle with, right. They

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Speaker 9: some of these YouTubers have you know, decent brain equity.

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Speaker 9: You got a lot of social media personalities with decent

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Speaker 9: brand equity. But if you don't have a product to

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Speaker 9: sell back to them, you're just popular.

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Speaker 8: Right and don't pay the bills.

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Speaker 9: As we know, so we you know, we turned our

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Speaker 9: brand equity into into that experience, leaned into our community.

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Speaker 8: Stepped up for them. Right.

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Speaker 9: What I mean by that is we were hosting you know,

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Speaker 9: artists meeting greets at the cafe. We were letting, you know,

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Speaker 9: people meet with their book club and things like that.

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Speaker 9: We were pouring back into the community because that's what

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Speaker 9: our brand represented. And now you know, we did you know,

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Speaker 9: well into the six figures of e commerce in twenty

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Speaker 9: twenty in the middle of the pandemic, which really opened

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Speaker 9: up what this business can look like. Right, So now

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Speaker 9: we have a true omni channel model with with the retail,

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Speaker 9: with e commerce. I'm actually gonna be in Austin in

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Speaker 9: a couple of weeks, John, We just locked in with

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Speaker 9: neighborhood Goods out there. You know, we're taking it now

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Speaker 9: to retail as well. And you know it's that line

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Speaker 9: from American Gangster, right, It's it's what is it General Mills?

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Speaker 7: Right?

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Speaker 9: When when when Frank Lucas is making that that comparison

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Speaker 9: Blue Magic, Right, that's that's a they don't need more

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Speaker 9: than they know the CEO of General Mills, but they

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Speaker 9: know what that stands for and that you know, that's

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Speaker 9: that's a hustle's anthem right there. So I think a

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Speaker 9: lot of that is is is what I've picked up

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Speaker 9: and what I put down.

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Speaker 3: Can you talk about like I feel like branding. Storytelling

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Speaker 3: is extremely important and the power of creating myths. And

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Speaker 3: shout out to my brother Wallow. He had one of

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Speaker 3: the most profound things I've ever heard. If anybody does

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Speaker 3: know his story, he spent twenty years and jail, he

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Speaker 3: came out hit the start. He has one of the

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Speaker 3: top podcasts in the world. But long story short, he

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Speaker 3: said something else extremely profound to me. He was like,

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Speaker 3: you don't you don't have to never beef with the information.

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Speaker 3: You don't have to like somebody to learn from them.

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Speaker 3: And I say that to say Donald Trump, regardless of

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Speaker 3: how you feel about him. It's not a political show.

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Speaker 3: But one of the greatest things he's ever did was

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Speaker 3: brand himself. And he made things that was normal seem

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Speaker 3: out of this world, extraordinary normal in his world. As

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Speaker 3: far as a lot of people in Manhattan have buildings,

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Speaker 3: that's not really normal what I'm just saying. As far

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Speaker 3: as being a millionaire billionaire, and you know a lot

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Speaker 3: of people have buildings, and he didn't even own those

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Speaker 3: a lot of these buildings, but he made sure he

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Speaker 3: put his name on every single building. So now when

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Speaker 3: you drive down the West Side Highway and you see

440
00:21:13,200 --> 00:21:16,600
Speaker 3: ten buildings that say Trump on it, whether he owns

441
00:21:16,600 --> 00:21:19,399
Speaker 3: it or not is irrelevant because the story in the

442
00:21:19,520 --> 00:21:24,520
Speaker 3: myth lives much larger than his, you know, royalty fee

443
00:21:24,600 --> 00:21:26,880
Speaker 3: for actually leasing his name out right. So to bring

444
00:21:26,960 --> 00:21:29,080
Speaker 3: it down on a micro level, you know, I talk

445
00:21:29,119 --> 00:21:31,600
Speaker 3: about this a lot, but you know, people see our trucks.

446
00:21:32,000 --> 00:21:34,119
Speaker 3: We have a truck, an eighteen wheeler. We're not the

447
00:21:34,200 --> 00:21:35,879
Speaker 3: only person in the world that has trucks. A lot

448
00:21:35,920 --> 00:21:39,840
Speaker 3: of people have eighteen wheel trucks. But the story in

449
00:21:39,920 --> 00:21:43,560
Speaker 3: the myth was told, and it's going to live way longer,

450
00:21:43,720 --> 00:21:46,120
Speaker 3: and it became a million times bigger than the truck

451
00:21:46,400 --> 00:21:48,679
Speaker 3: because we put our emojis on it. We put eyl

452
00:21:48,800 --> 00:21:50,760
Speaker 3: University on it, we put earn your leege on it.

453
00:21:50,840 --> 00:21:56,080
Speaker 3: We made a complete monstrosity of it. And whatever we

454
00:21:56,160 --> 00:21:59,320
Speaker 3: get from the truck, the value and brand equity and

455
00:21:59,400 --> 00:22:02,359
Speaker 3: the value doing that is going to live way further

456
00:22:03,119 --> 00:22:07,160
Speaker 3: than just traveling goods from Atlanta to Houston.

457
00:22:07,280 --> 00:22:09,879
Speaker 2: And what it also does is it stamps us in

458
00:22:09,960 --> 00:22:12,960
Speaker 2: that world. Right. People watched us have an interview about it,

459
00:22:13,640 --> 00:22:16,159
Speaker 2: they watched us learn about it, and they watched us

460
00:22:16,240 --> 00:22:20,160
Speaker 2: actually execute on the information that we obtained. So now

461
00:22:20,240 --> 00:22:22,760
Speaker 2: it's always it's a funny question. Everybody asks how we're doing,

462
00:22:22,800 --> 00:22:25,200
Speaker 2: how we're doing, and that yo, y'all got a truck?

463
00:22:25,440 --> 00:22:28,800
Speaker 2: The what because nobody had ever seen that done, even though,

464
00:22:28,880 --> 00:22:30,200
Speaker 2: like I mean, we're from New York, so we see

465
00:22:30,240 --> 00:22:32,120
Speaker 2: eighteen years old the time. Never did we ever think

466
00:22:32,160 --> 00:22:34,840
Speaker 2: that that's actually money that's passing us, that's actually a

467
00:22:34,880 --> 00:22:37,399
Speaker 2: business that's passing us. And so now to see us

468
00:22:37,480 --> 00:22:39,159
Speaker 2: do it, being from where we're from, it's like, oh

469
00:22:39,240 --> 00:22:42,080
Speaker 2: my gosh. And you guys are bold enough to get

470
00:22:42,080 --> 00:22:44,200
Speaker 2: a truck, and like John said, you're crazy enough to

471
00:22:44,240 --> 00:22:45,080
Speaker 2: put your face on it.

472
00:22:45,240 --> 00:22:47,040
Speaker 3: Even I want to get on these perspective, but even

473
00:22:47,080 --> 00:22:48,680
Speaker 3: I want to even break it even lower than that

474
00:22:48,720 --> 00:22:50,480
Speaker 3: because some people might you know, a truck is still

475
00:22:50,560 --> 00:22:52,840
Speaker 3: costs a good chunk of change.

476
00:22:53,080 --> 00:22:53,320
Speaker 4: Merch.

477
00:22:53,440 --> 00:22:56,359
Speaker 3: Everybody does merch, A lot of every small business does merch.

478
00:22:56,600 --> 00:22:59,080
Speaker 3: So we're not the first people to have merch assets

479
00:22:59,119 --> 00:23:01,960
Speaker 3: of a liabilities, track suits, things of that nature. But

480
00:23:02,240 --> 00:23:04,000
Speaker 3: we took a lot of l's in our merch journey.

481
00:23:04,000 --> 00:23:07,080
Speaker 3: We're still learning merch and we revamped our merch. We

482
00:23:07,160 --> 00:23:11,600
Speaker 3: founded distributor in Pakistan. It's the whole process. So We

483
00:23:11,680 --> 00:23:13,280
Speaker 3: could have just we could have just put online that

484
00:23:13,320 --> 00:23:17,760
Speaker 3: we're selling merch. But going through that process, we gained information.

485
00:23:18,080 --> 00:23:21,399
Speaker 3: So we filmed the podcast about how to start a

486
00:23:21,440 --> 00:23:24,159
Speaker 3: merch company, and we did every single thing that we

487
00:23:24,320 --> 00:23:27,119
Speaker 3: do from A to Z free. We could have charged

488
00:23:27,119 --> 00:23:29,000
Speaker 3: a lot of money for that. We did that free.

489
00:23:29,400 --> 00:23:33,639
Speaker 3: We put it out and then we said, okay, here's

490
00:23:33,680 --> 00:23:37,560
Speaker 3: the discount to buy the merchan We created a story

491
00:23:38,280 --> 00:23:41,680
Speaker 3: and we added value and then we're going to sell

492
00:23:41,720 --> 00:23:44,520
Speaker 3: the product. And we're not gonna apologize about selling the product,

493
00:23:45,359 --> 00:23:47,480
Speaker 3: but we made a story about it.

494
00:23:47,720 --> 00:23:48,879
Speaker 6: But a lot, a lot of the things that you

495
00:23:48,920 --> 00:23:54,080
Speaker 6: guys are saying is illustrated on that last graph. Things

496
00:23:54,160 --> 00:23:58,240
Speaker 6: that build brand. You will take it L four up front,

497
00:23:59,880 --> 00:24:03,160
Speaker 6: the truck is not making you money. If it's making

498
00:24:03,160 --> 00:24:05,920
Speaker 6: you money at all, it might even be costing you money.

499
00:24:10,400 --> 00:24:13,800
Speaker 6: Costs me a lot of fucking money. All of the

500
00:24:13,920 --> 00:24:16,520
Speaker 6: things that I've done that have enriched my brand. Copend Harlem,

501
00:24:16,520 --> 00:24:18,040
Speaker 6: for example, is incubator that first put me on the

502
00:24:18,040 --> 00:24:19,200
Speaker 6: map cost me a ton of cash.

503
00:24:19,280 --> 00:24:24,080
Speaker 7: Anni, you have kicked off a number of projects and

504
00:24:24,280 --> 00:24:27,120
Speaker 7: I know you front.

505
00:24:26,880 --> 00:24:33,159
Speaker 6: Loaded the investment up front, right and we are delusional

506
00:24:33,280 --> 00:24:39,080
Speaker 6: practitioners in that we heavily over index on brand. What's

507
00:24:39,160 --> 00:24:42,720
Speaker 6: that you know, there's probably a balance between going to

508
00:24:42,920 --> 00:24:44,960
Speaker 6: brand heavy, uh, you know.

509
00:24:45,040 --> 00:24:46,200
Speaker 7: And compromising sales.

510
00:24:46,280 --> 00:24:49,640
Speaker 6: But I just I feel like I see you execute

511
00:24:49,680 --> 00:24:55,040
Speaker 6: on your projects, and when I see you storytell to Rashad's.

512
00:24:54,520 --> 00:24:59,480
Speaker 7: Point, I know what it is that you're doing so

513
00:25:00,160 --> 00:25:03,000
Speaker 7: for you, I mean, is the hope that the brand,

514
00:25:03,200 --> 00:25:05,360
Speaker 7: Like are you just going all in and you feel.

515
00:25:05,160 --> 00:25:07,200
Speaker 6: Like you're going to cash in on some big opportunities

516
00:25:07,240 --> 00:25:09,760
Speaker 6: down the stretch, and for you it's just about kind

517
00:25:09,760 --> 00:25:11,040
Speaker 6: of going the distance.

518
00:25:12,440 --> 00:25:15,200
Speaker 7: Or you know, or is it a is it just

519
00:25:15,280 --> 00:25:15,719
Speaker 7: the only way?

520
00:25:15,760 --> 00:25:18,680
Speaker 6: You know? How like helped me make sense of this

521
00:25:18,880 --> 00:25:21,040
Speaker 6: ridiculous thing that is like going all in on brand

522
00:25:21,119 --> 00:25:21,400
Speaker 6: up front.

523
00:25:21,720 --> 00:25:24,280
Speaker 9: That's a really great point and to Rashad's point too,

524
00:25:24,359 --> 00:25:26,760
Speaker 9: And this is I think one of the most tactical

525
00:25:26,800 --> 00:25:28,680
Speaker 9: tips that I want to share with people watching tonight

526
00:25:28,840 --> 00:25:31,639
Speaker 9: is like, you know, Rasha mentioned the word myth right,

527
00:25:31,720 --> 00:25:35,240
Speaker 9: and sometimes when you're starting out early on that story

528
00:25:35,280 --> 00:25:39,040
Speaker 9: that you're telling, you may not entirely be living or

529
00:25:39,600 --> 00:25:41,000
Speaker 9: you know, you're trying to make it look a certain

530
00:25:41,040 --> 00:25:43,520
Speaker 9: type of way, or you know, you don't really know

531
00:25:43,560 --> 00:25:46,000
Speaker 9: if you're gonna make it to the other side of that, Right, Jonathan,

532
00:25:46,040 --> 00:25:48,520
Speaker 9: You and I have been in many scenarios where you know,

533
00:25:48,600 --> 00:25:51,439
Speaker 9: we're in the middle of something, whether it's a residential

534
00:25:51,960 --> 00:25:55,000
Speaker 9: you know, development project or or something crazy.

535
00:25:54,920 --> 00:25:56,800
Speaker 8: And we don't know what the outcome is going to be.

536
00:25:57,080 --> 00:26:01,520
Speaker 9: But that documentation and that's telling and you reflecting on

537
00:26:01,600 --> 00:26:05,239
Speaker 9: your experience throughout that whole process is to me all

538
00:26:05,280 --> 00:26:08,800
Speaker 9: an extension of brand. And I want to mention something

539
00:26:09,040 --> 00:26:12,920
Speaker 9: that happened in my life that changed It didn't change anything,

540
00:26:12,960 --> 00:26:15,359
Speaker 9: actually just validated what I already knew, and that was

541
00:26:16,480 --> 00:26:18,200
Speaker 9: I was in the middle of a couple of my

542
00:26:18,280 --> 00:26:20,280
Speaker 9: first real estate projects, right, And so what I would

543
00:26:20,320 --> 00:26:22,639
Speaker 9: do is I would work, you know, five days a

544
00:26:22,680 --> 00:26:25,320
Speaker 9: week on the agency job, and then every weekend I'd

545
00:26:25,359 --> 00:26:27,480
Speaker 9: work real estate. So I wake up at nine am,

546
00:26:27,680 --> 00:26:31,520
Speaker 9: go to Newark, New Jersey, painting, you know, spackling, doing

547
00:26:31,520 --> 00:26:34,639
Speaker 9: all these small things, trying to get my units turned around.

548
00:26:34,800 --> 00:26:37,560
Speaker 8: And I used to document all of it. It wasn't glamorous.

549
00:26:37,680 --> 00:26:41,200
Speaker 9: It was literally just me eating shit the entire time,

550
00:26:41,720 --> 00:26:44,080
Speaker 9: but talking about what was going on, talking about the

551
00:26:44,160 --> 00:26:48,000
Speaker 9: value the neighborhood, the ARV you know, the construction budgets,

552
00:26:48,680 --> 00:26:52,320
Speaker 9: And in eight months I had raised a quarter million

553
00:26:52,400 --> 00:26:55,960
Speaker 9: dollars just from people on Instagram who I didn't know,

554
00:26:56,480 --> 00:26:58,680
Speaker 9: watching my stories and being like, yo, I trust you,

555
00:26:59,200 --> 00:27:00,600
Speaker 9: I like what you're doing, and I want to get

556
00:27:00,600 --> 00:27:03,440
Speaker 9: into real estate. What's your minimum and me being like,

557
00:27:03,640 --> 00:27:05,880
Speaker 9: it's fifty grand to invest with me on a joint

558
00:27:05,960 --> 00:27:08,240
Speaker 9: venture and walking out of that with two hundred and

559
00:27:08,240 --> 00:27:13,399
Speaker 9: fifty thousand dollars from Instagram stories, just because my brand

560
00:27:14,160 --> 00:27:17,960
Speaker 9: was constantly being extended through you know, stories or through

561
00:27:18,000 --> 00:27:20,320
Speaker 9: my post or whatever storytelling I was in the middle of,

562
00:27:20,880 --> 00:27:23,240
Speaker 9: and that to me was so real because that validated

563
00:27:23,920 --> 00:27:26,119
Speaker 9: this thing that I knew that I think nowadays we

564
00:27:26,400 --> 00:27:30,359
Speaker 9: focus on micro interactions with people that we look up

565
00:27:30,400 --> 00:27:32,800
Speaker 9: to or respect or want to learn from, and those

566
00:27:32,920 --> 00:27:36,680
Speaker 9: micro interactions actually have much bigger impact than we realized.

567
00:27:37,119 --> 00:27:40,560
Speaker 9: Maybe a fifteen second clip, but it sits with people

568
00:27:40,720 --> 00:27:44,760
Speaker 9: if your brand story is whole. And then I took

569
00:27:44,840 --> 00:27:46,960
Speaker 9: that too fifty and I created you know, millions of

570
00:27:46,960 --> 00:27:49,080
Speaker 9: dollars in portfolio value without having to put up my

571
00:27:49,119 --> 00:27:53,320
Speaker 9: own brand. Right, So for anybody that's like wary about

572
00:27:53,320 --> 00:27:55,200
Speaker 9: where they are with brand or if they're like, you know,

573
00:27:55,240 --> 00:27:58,720
Speaker 9: they got two hundred followers, It doesn't matter, right, What

574
00:27:58,880 --> 00:28:02,240
Speaker 9: matters is you telling that story and or that myth.

575
00:28:02,359 --> 00:28:05,359
Speaker 9: At certain times, I'd being consistent with it until the

576
00:28:05,480 --> 00:28:07,159
Speaker 9: right people pick up on it and be like this

577
00:28:07,400 --> 00:28:07,720
Speaker 9: is dope.

578
00:28:07,760 --> 00:28:08,359
Speaker 8: Let me share this.

579
00:28:08,800 --> 00:28:11,160
Speaker 9: And that's how you grow, and that's how you honestly

580
00:28:11,800 --> 00:28:14,840
Speaker 9: remain who you are. Nothing changes about you or your story,

581
00:28:14,880 --> 00:28:16,399
Speaker 9: you just consistently tell it.

582
00:28:16,640 --> 00:28:19,280
Speaker 2: Annie, I got a question in that because it's it's

583
00:28:19,359 --> 00:28:22,159
Speaker 2: like again, it's that hip hop coming into our lives, right,

584
00:28:22,600 --> 00:28:24,600
Speaker 2: Like when Drake said I'm the greatest. I said that

585
00:28:24,720 --> 00:28:26,879
Speaker 2: before I knew I was. It's that same thing. But

586
00:28:26,920 --> 00:28:30,320
Speaker 2: I wonder in this sense, we see people start businesses

587
00:28:30,400 --> 00:28:32,640
Speaker 2: and they try to start brands and then they don't

588
00:28:32,640 --> 00:28:36,359
Speaker 2: even trust themselves become something deviated in the story. So

589
00:28:36,880 --> 00:28:39,160
Speaker 2: for me, I'm thinking about your situation and how covid

590
00:28:40,840 --> 00:28:43,440
Speaker 2: was an alter right you six months after you start

591
00:28:43,480 --> 00:28:47,680
Speaker 2: this business and we actually recorded the podcast, this unimaginable

592
00:28:48,040 --> 00:28:51,360
Speaker 2: event happens in your business, but you still trust the brand.

593
00:28:51,440 --> 00:28:53,880
Speaker 2: So can you talk about that, how you didn't deviate

594
00:28:53,960 --> 00:28:56,760
Speaker 2: from what the story that you created and try to

595
00:28:56,800 --> 00:28:57,480
Speaker 2: create a new one.

596
00:28:58,280 --> 00:28:59,920
Speaker 9: Yeah, that's that's a great point. I mean I think

597
00:29:00,120 --> 00:29:03,000
Speaker 9: that first of all, sometimes your brand story might change

598
00:29:03,000 --> 00:29:05,440
Speaker 9: a little bit. And having the flexibility and knowing what

599
00:29:05,560 --> 00:29:08,280
Speaker 9: can change and what can't change, that's like an intuition

600
00:29:08,400 --> 00:29:10,080
Speaker 9: you had to have as you know, a founder, as

601
00:29:10,080 --> 00:29:12,160
Speaker 9: a creator, and you'll build that up over time. Right,

602
00:29:12,200 --> 00:29:14,880
Speaker 9: That's like a muscle that you build over time for

603
00:29:15,120 --> 00:29:17,960
Speaker 9: for us. You know, my my guy right now is

604
00:29:18,000 --> 00:29:20,120
Speaker 9: taking a video of all this that day that the

605
00:29:20,160 --> 00:29:22,320
Speaker 9: cafe shut down. We pulled up with cameras and we

606
00:29:22,480 --> 00:29:25,880
Speaker 9: documented in real time, you know it raining on the

607
00:29:26,040 --> 00:29:28,280
Speaker 9: on the window, me standing outside being like yo, this

608
00:29:28,480 --> 00:29:32,080
Speaker 9: is insane, and in real time sharing how I felt,

609
00:29:32,160 --> 00:29:35,640
Speaker 9: you know, because that was still central to who we

610
00:29:35,760 --> 00:29:39,240
Speaker 9: were as founders in that brand, right. We still believed

611
00:29:39,280 --> 00:29:42,440
Speaker 9: in the business, believed in the community, believed in our product.

612
00:29:42,520 --> 00:29:44,440
Speaker 9: We just got hit with the act of God. Right,

613
00:29:44,520 --> 00:29:47,680
Speaker 9: But that didn't mean that I wasn't allowed to be vulnerable.

614
00:29:47,720 --> 00:29:49,760
Speaker 9: And I think that's the other key here, right. It's

615
00:29:49,800 --> 00:29:52,040
Speaker 9: like people look at you know, even with John now,

616
00:29:52,160 --> 00:29:55,480
Speaker 9: like John's the face of Loop, but John's brand is

617
00:29:55,560 --> 00:29:58,640
Speaker 9: different from the Loop brand, right, and so like there

618
00:29:58,720 --> 00:30:01,200
Speaker 9: may be certain vulnerabilities that he has to share as

619
00:30:01,240 --> 00:30:04,040
Speaker 9: a founder that won't be reflected on the company, but

620
00:30:04,440 --> 00:30:06,080
Speaker 9: you know they'll be reflected in his journey.

621
00:30:06,360 --> 00:30:07,560
Speaker 8: And that's the perspective I took.

622
00:30:07,640 --> 00:30:09,800
Speaker 9: I was like, look, I'm the founder, I'm the owner,

623
00:30:10,200 --> 00:30:13,080
Speaker 9: and I'm taking these l's and I'm gonna I'm gonna

624
00:30:13,080 --> 00:30:16,240
Speaker 9: take them and I'm gonna share them. But the company

625
00:30:16,360 --> 00:30:19,280
Speaker 9: is still going to be all things go, sticking to

626
00:30:19,400 --> 00:30:22,160
Speaker 9: the story, but we're gonna show the reality of it

627
00:30:22,240 --> 00:30:22,880
Speaker 9: in different ways.

628
00:30:23,080 --> 00:30:24,720
Speaker 3: This is I want I want to say something before

629
00:30:24,760 --> 00:30:27,280
Speaker 3: we go on different topics. We interviewed Grant card.

630
00:30:27,120 --> 00:30:31,440
Speaker 7: Dome and he he actually shot our Uncle Gee.

631
00:30:32,240 --> 00:30:33,640
Speaker 4: Episode out now Classics.

632
00:30:33,720 --> 00:30:36,600
Speaker 3: So we were talking him about the trucks and he

633
00:30:36,720 --> 00:30:39,240
Speaker 3: said he said, he was like, you know what you

634
00:30:39,320 --> 00:30:40,560
Speaker 3: you know would be really good marketing.

635
00:30:40,760 --> 00:30:43,680
Speaker 2: I'm like what he was like, Ernest, what's up? You

636
00:30:43,760 --> 00:30:46,600
Speaker 2: ever walk into a small business and everything just works,

637
00:30:47,040 --> 00:30:50,320
Speaker 2: like the checkout is fast, the seats are digital, tipping

638
00:30:50,600 --> 00:30:53,000
Speaker 2: is a breeze, and you're out the door before the

639
00:30:53,080 --> 00:30:57,440
Speaker 2: line even builds. Odds are they're using Square. We love

640
00:30:57,480 --> 00:30:59,920
Speaker 2: supporting businesses that run on Square because it just fit

641
00:31:00,000 --> 00:31:03,040
Speaker 2: Fel seamless. Whether it's a local coffee shop, a vendor

642
00:31:03,120 --> 00:31:05,360
Speaker 2: at a pop up market, or even one of our

643
00:31:05,440 --> 00:31:09,040
Speaker 2: merch partners, Square makes it easy for them to take payments,

644
00:31:09,320 --> 00:31:13,000
Speaker 2: manage inventory, and run their business with confidence, all from

645
00:31:13,160 --> 00:31:16,480
Speaker 2: one simple system. If you're a business owner or even

646
00:31:16,640 --> 00:31:20,120
Speaker 2: just thinking about launching something soon, Square is hands down

647
00:31:20,200 --> 00:31:22,480
Speaker 2: one of the best tools out there to help you start,

648
00:31:22,920 --> 00:31:26,440
Speaker 2: run and grow. It's not just about payments, it's about

649
00:31:26,520 --> 00:31:28,880
Speaker 2: giving you time back so you can focus on what

650
00:31:29,120 --> 00:31:32,680
Speaker 2: matters most Ready. To see how Square can transform your business,

651
00:31:33,040 --> 00:31:37,640
Speaker 2: visit Square dot com backslash go backslash eyl to learn

652
00:31:37,720 --> 00:31:42,880
Speaker 2: more that Square dot com backslash, go backslash eyl. Don't wait,

653
00:31:43,200 --> 00:31:45,960
Speaker 2: don't hesitate. Let's Square handle the back end so you

654
00:31:46,040 --> 00:31:52,360
Speaker 2: can keep pushing your vision forward. This episode is brought

655
00:31:52,400 --> 00:31:54,280
Speaker 2: to you by P and C Bank. A lot of

656
00:31:54,320 --> 00:31:57,880
Speaker 2: people think podcasts about work are boring, and sure, they

657
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658
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659
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Speaker 2: It's like banking with P and C Bank. It might

660
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661
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662
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663
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664
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665
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Speaker 2: Financial Service Group, Inc. P and C Bank National Association

666
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Speaker 2: Member FDIC.

667
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Speaker 1: You just realized your business needed to hire someone yesterday?

668
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669
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670
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681
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682
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683
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Speaker 1: Indeed is all you need burn it.

684
00:33:32,440 --> 00:33:36,200
Speaker 3: He's like, burn the truck. So he was saying, how

685
00:33:36,400 --> 00:33:40,320
Speaker 3: all home one of his so grand man from birth to.

686
00:33:40,360 --> 00:33:40,960
Speaker 4: His truck burn.

687
00:33:41,480 --> 00:33:43,520
Speaker 3: He had a truck and it burned and they called

688
00:33:43,600 --> 00:33:45,400
Speaker 3: him like, yo, the truck is on fire. And he

689
00:33:45,520 --> 00:33:49,440
Speaker 3: was like, tape it. Let's good content. But so and

690
00:33:49,480 --> 00:33:51,479
Speaker 3: shout out to Matty J. This is this is one

691
00:33:51,520 --> 00:33:54,440
Speaker 3: of the most profound things I've ever heard in life.

692
00:33:54,960 --> 00:33:59,160
Speaker 3: Maddy J on Ashcash's podcast inside the volte Eyo Network

693
00:33:59,280 --> 00:34:00,000
Speaker 3: slipe blok.

694
00:34:02,080 --> 00:34:02,920
Speaker 4: So, Matti J.

695
00:34:03,160 --> 00:34:06,880
Speaker 3: Said he was on Toro. He took a major l

696
00:34:07,160 --> 00:34:09,719
Speaker 3: his cars was getting messed up. He had to go

697
00:34:09,760 --> 00:34:13,640
Speaker 3: to mechanic. He was losing money. While he was losing money,

698
00:34:13,800 --> 00:34:16,360
Speaker 3: while he was making all of these mistakes, he was

699
00:34:16,520 --> 00:34:20,399
Speaker 3: documenting his journey because he said, one day people will

700
00:34:20,440 --> 00:34:24,800
Speaker 3: pay you for your failure. That means is that everything

701
00:34:24,840 --> 00:34:27,000
Speaker 3: that you went through is now going to be a

702
00:34:27,080 --> 00:34:27,800
Speaker 3: learning experience.

703
00:34:27,880 --> 00:34:28,640
Speaker 4: Now you can teach.

704
00:34:29,200 --> 00:34:32,959
Speaker 3: So now you went through a global pandemic and lost

705
00:34:33,080 --> 00:34:36,279
Speaker 3: money and did this and did that. Now you are

706
00:34:36,360 --> 00:34:40,000
Speaker 3: in a unique position as somebody that actually made it

707
00:34:40,080 --> 00:34:41,360
Speaker 3: out of that, as the.

708
00:34:41,480 --> 00:34:42,480
Speaker 4: Voice of authority.

709
00:34:43,160 --> 00:34:47,800
Speaker 3: Now people will pay you for mentorship, for courses, for classes,

710
00:34:47,920 --> 00:34:51,000
Speaker 3: for books, whatever. So it's like, even in the loss,

711
00:34:51,000 --> 00:34:54,880
Speaker 3: there's a blessing because by documenting that and by not

712
00:34:55,040 --> 00:34:57,360
Speaker 3: running from it, by embracing it, it puts you in

713
00:34:57,480 --> 00:35:00,440
Speaker 3: a position as being an authority that people have to

714
00:35:00,520 --> 00:35:03,080
Speaker 3: come to you because the next time there's a global pandemic,

715
00:35:03,200 --> 00:35:04,960
Speaker 3: you've been the only way that they can learn is

716
00:35:05,000 --> 00:35:06,279
Speaker 3: from somebody that's already been through.

717
00:35:06,160 --> 00:35:08,360
Speaker 2: It and that and that's the thing, Like they've watched

718
00:35:08,440 --> 00:35:11,160
Speaker 2: you go through something, right, They've watched you in the mud.

719
00:35:11,200 --> 00:35:13,319
Speaker 2: And it's like I was with him. I remember when

720
00:35:13,360 --> 00:35:15,439
Speaker 2: he was crying. I'm so happy for him. I want

721
00:35:15,440 --> 00:35:17,799
Speaker 2: to I want to support him in any way I can. John,

722
00:35:17,800 --> 00:35:19,319
Speaker 2: I got a question for you. As Annie was talking,

723
00:35:19,400 --> 00:35:22,720
Speaker 2: I was thinking to myself, Right, you have a trusted

724
00:35:22,800 --> 00:35:26,040
Speaker 2: brand as yourself as John Henry. What is that like

725
00:35:26,160 --> 00:35:28,200
Speaker 2: now going to loop or do you feel like you

726
00:35:28,280 --> 00:35:31,320
Speaker 2: have to reinvent yourself and or your audience that was

727
00:35:31,360 --> 00:35:33,640
Speaker 2: with you, that knows you as John Henry? Is are

728
00:35:33,640 --> 00:35:35,879
Speaker 2: you thinking that automatically gonna come with you now the loop?

729
00:35:35,960 --> 00:35:39,200
Speaker 2: And what's that process like? Man, it's a learning experience

730
00:35:39,280 --> 00:35:43,320
Speaker 2: for sure. My brain is gritty as fuck, right like

731
00:35:44,200 --> 00:35:46,879
Speaker 2: like Annie Annie. When he came on, he said, John,

732
00:35:46,920 --> 00:35:48,719
Speaker 2: I see you got the two tone back. I got

733
00:35:48,760 --> 00:35:52,759
Speaker 2: the two tone back. Here's here's the thing, day day,

734
00:35:53,280 --> 00:35:54,880
Speaker 2: here's the thing. This is yet no no, no, no, no,

735
00:35:55,200 --> 00:35:56,640
Speaker 2: sirtain just the day just they just.

736
00:35:59,120 --> 00:36:02,719
Speaker 7: I had to pawn this bad boy, this bad boy

737
00:36:02,840 --> 00:36:03,200
Speaker 7: right here.

738
00:36:03,960 --> 00:36:06,239
Speaker 6: I had to pawn it when I was in my

739
00:36:06,480 --> 00:36:11,760
Speaker 6: lowest point of these renovations went south. I'm out of pocket,

740
00:36:12,480 --> 00:36:15,400
Speaker 6: you know, And and I had to come up with

741
00:36:15,520 --> 00:36:16,080
Speaker 6: the mortgage.

742
00:36:16,120 --> 00:36:19,360
Speaker 7: And I was his act. I was tapped and I

743
00:36:19,440 --> 00:36:21,440
Speaker 7: was looking around, like, yo, what what could I just like,

744
00:36:21,960 --> 00:36:23,400
Speaker 7: what could I sell for three g's?

745
00:36:23,440 --> 00:36:25,759
Speaker 2: And you know, and I did one of these.

746
00:36:25,840 --> 00:36:26,920
Speaker 7: I was like, oh fucking you know.

747
00:36:28,200 --> 00:36:29,120
Speaker 4: I knew what I had to do.

748
00:36:29,200 --> 00:36:31,200
Speaker 6: And I pulled up to the Diamond District shout out

749
00:36:31,239 --> 00:36:35,320
Speaker 6: my boy Gabriel and uh and and yeah he gave me.

750
00:36:35,360 --> 00:36:37,120
Speaker 6: He slipped he slipped me three g's for it, and

751
00:36:37,440 --> 00:36:39,200
Speaker 6: I and I bought it back. And then that happened

752
00:36:39,280 --> 00:36:41,239
Speaker 6: one more time before the end of the day. And

753
00:36:41,360 --> 00:36:43,719
Speaker 6: so now it's a badge of honor. But for example,

754
00:36:44,160 --> 00:36:46,680
Speaker 6: that's my brand. I'm just a gritty motherfucker. I don't

755
00:36:46,760 --> 00:36:50,120
Speaker 6: I don't mind it. But the Loop brand is an

756
00:36:50,120 --> 00:36:53,040
Speaker 6: insurance company, it's a financial services entity. And so this

757
00:36:53,239 --> 00:36:57,239
Speaker 6: for me has been an exercise of Phase one is

758
00:36:57,360 --> 00:37:03,400
Speaker 6: me leveraging my personal brand much like so much like

759
00:37:04,120 --> 00:37:07,719
Speaker 6: you do to prop up these new entities. But at

760
00:37:07,719 --> 00:37:10,200
Speaker 6: a certain point you got to step back and let

761
00:37:10,280 --> 00:37:13,719
Speaker 6: this new entity grow because if you lean on your

762
00:37:13,840 --> 00:37:17,799
Speaker 6: own brand too heavily for too long, then you will

763
00:37:17,880 --> 00:37:22,360
Speaker 6: never be able to outgrow the current size of your brand.

764
00:37:22,480 --> 00:37:25,800
Speaker 6: And I know that Loop will be a multi billion

765
00:37:25,840 --> 00:37:29,680
Speaker 6: dollar company. We will take a public and it can

766
00:37:29,800 --> 00:37:33,279
Speaker 6: never get there if it's the JH Show. It has

767
00:37:33,440 --> 00:37:37,560
Speaker 6: to end up being something that's larger than any one person.

768
00:37:37,760 --> 00:37:39,600
Speaker 6: And in order for that to happen, I have to

769
00:37:39,640 --> 00:37:41,880
Speaker 6: take a step back. And so it's still something that

770
00:37:41,960 --> 00:37:45,279
Speaker 6: we're learning and doing. We're proactively thinking through because at

771
00:37:45,280 --> 00:37:47,080
Speaker 6: the same time you want to think about you want

772
00:37:47,120 --> 00:37:47,840
Speaker 6: to use all the.

773
00:37:47,880 --> 00:37:49,240
Speaker 7: Things that you have at your disposal.

774
00:37:49,320 --> 00:37:52,279
Speaker 6: Because if you are Bobby Bernstein and you got a

775
00:37:52,400 --> 00:37:54,960
Speaker 6: rich uncle who put up bread to get your business going,

776
00:37:55,080 --> 00:37:56,880
Speaker 6: and by the way, let's say he's got a portfolio

777
00:37:56,920 --> 00:37:58,479
Speaker 6: of buildings that he can put you on and whatever,

778
00:37:58,800 --> 00:38:01,560
Speaker 6: you're gonna take advantage of it. And so we as

779
00:38:01,600 --> 00:38:03,680
Speaker 6: a culture have very little things that we can that

780
00:38:03,800 --> 00:38:06,520
Speaker 6: we can take advantage of. So the few tools that

781
00:38:06,640 --> 00:38:10,160
Speaker 6: we have we definitely should deploy. That's my take.

782
00:38:10,719 --> 00:38:14,200
Speaker 7: So wo man, Annie, I want to give you the

783
00:38:14,280 --> 00:38:15,279
Speaker 7: last word here. We're coming up.

784
00:38:15,680 --> 00:38:17,279
Speaker 4: Can we just can we can we do like a

785
00:38:17,320 --> 00:38:17,919
Speaker 4: bonus round?

786
00:38:18,400 --> 00:38:19,279
Speaker 7: Let's do a bonus round?

787
00:38:19,360 --> 00:38:21,359
Speaker 3: All right, Well, let'st I just got one more question

788
00:38:21,440 --> 00:38:23,480
Speaker 3: than can we get like two questions from the from the.

789
00:38:25,080 --> 00:38:25,560
Speaker 4: Got questions?

790
00:38:26,520 --> 00:38:28,759
Speaker 3: I just got one question before we go to question

791
00:38:28,840 --> 00:38:31,640
Speaker 3: and answer scarcity. How do you feel about the scarcity

792
00:38:31,719 --> 00:38:35,320
Speaker 3: model as far as branding, Because like Cronuts, that's a

793
00:38:35,440 --> 00:38:38,360
Speaker 3: shop in h in New York that they sell Chronuts,

794
00:38:38,360 --> 00:38:41,160
Speaker 3: which is like a combination of donuts and croissants. They

795
00:38:41,239 --> 00:38:44,319
Speaker 3: only they only open for like an hour day at

796
00:38:44,440 --> 00:38:46,720
Speaker 3: like eight o'clock in the morning. This is before Coviona

797
00:38:46,800 --> 00:38:48,680
Speaker 3: what happened. But you gotta and I actually did this

798
00:38:48,800 --> 00:38:52,279
Speaker 3: before you gotta like wait in line at like six

799
00:38:52,320 --> 00:38:54,320
Speaker 3: o'clock in the morning they open up. But just like

800
00:38:54,440 --> 00:38:56,960
Speaker 3: it's a scarcity model, this is a variety of different

801
00:38:57,320 --> 00:39:00,920
Speaker 3: people that even sneakers Jordan's they release the sneakers, they

802
00:39:00,960 --> 00:39:03,480
Speaker 3: only have a certain amount they could make. Nike can

803
00:39:03,520 --> 00:39:05,800
Speaker 3: make as many sneakers as they want, but they know

804
00:39:06,000 --> 00:39:09,440
Speaker 3: that if they have a limited amount, it drives to demand.

805
00:39:10,520 --> 00:39:12,279
Speaker 3: It's a whole scarcity place. So how do you feel

806
00:39:12,280 --> 00:39:14,840
Speaker 3: about scarcity model in building brand and marketing?

807
00:39:15,600 --> 00:39:18,400
Speaker 9: Yeah, I mean so personally. I think that as a

808
00:39:18,520 --> 00:39:21,600
Speaker 9: society or just there's so much going on right now

809
00:39:21,640 --> 00:39:24,200
Speaker 9: that if you can afford to lean on scarcity as

810
00:39:24,280 --> 00:39:30,080
Speaker 9: a as a a point of attraction, use it sparingly.

811
00:39:30,239 --> 00:39:32,480
Speaker 9: But I think that nowadays, like if you're in the

812
00:39:32,520 --> 00:39:35,480
Speaker 9: middle of a goal rush and you're like being romantic

813
00:39:35,680 --> 00:39:38,560
Speaker 9: or being cute about how much you're putting out, I

814
00:39:38,600 --> 00:39:40,279
Speaker 9: think that could actually be a disservice for a lot

815
00:39:40,320 --> 00:39:40,760
Speaker 9: of brands.

816
00:39:40,760 --> 00:39:44,440
Speaker 8: So I'm aware of the power of scarcity.

817
00:39:44,680 --> 00:39:46,840
Speaker 9: You know, we went through it ourselves last you know,

818
00:39:47,000 --> 00:39:49,040
Speaker 9: during COVID, we had a brunch at the restaurant that

819
00:39:49,200 --> 00:39:51,279
Speaker 9: was like only had ten seats a day, and we

820
00:39:51,280 --> 00:39:54,520
Speaker 9: would sell out in like fifteen minutes every day, you know,

821
00:39:54,600 --> 00:39:57,759
Speaker 9: And it was a great way to like build awareness

822
00:39:57,800 --> 00:39:59,839
Speaker 9: around what was happening and keeping us top of mind.

823
00:40:00,280 --> 00:40:02,319
Speaker 9: So it does work one hundred percent. But I think

824
00:40:02,360 --> 00:40:04,320
Speaker 9: what a lot of people do is they lean on

825
00:40:04,480 --> 00:40:08,240
Speaker 9: scarcity when they don't really have something that actually validates

826
00:40:08,280 --> 00:40:10,320
Speaker 9: their brand, if that makes sense, right, And you know,

827
00:40:10,320 --> 00:40:12,399
Speaker 9: if you're starting something new and it's like, oh, only

828
00:40:12,520 --> 00:40:20,000
Speaker 9: fifty payers, like I think scarcity is is a tool

829
00:40:20,040 --> 00:40:23,279
Speaker 9: that you can deploy with with finesse when you're at

830
00:40:23,320 --> 00:40:26,440
Speaker 9: that point, but don't lean on that to start something

831
00:40:26,560 --> 00:40:28,160
Speaker 9: because it's kind of secret.

832
00:40:28,480 --> 00:40:30,759
Speaker 6: Yeah, there's other ways to deploy scarcity too though, right,

833
00:40:30,840 --> 00:40:34,560
Speaker 6: it's not just quantity, it's also time sensitivity.

834
00:40:35,360 --> 00:40:37,160
Speaker 7: Right, so you can make it for a limited time.

835
00:40:37,840 --> 00:40:41,399
Speaker 6: And for example, when I'm out there raising money, one

836
00:40:41,440 --> 00:40:43,520
Speaker 6: thing I realize is if you don't give them a

837
00:40:43,640 --> 00:40:46,239
Speaker 6: re like if you don't, if there's no time that

838
00:40:46,360 --> 00:40:49,040
Speaker 6: the round is going to end, people will kick the

839
00:40:49,160 --> 00:40:55,000
Speaker 6: tires forever until there's an action forcing event. So I

840
00:40:55,239 --> 00:40:58,520
Speaker 6: would agree with with you, Annie, But also some of

841
00:40:58,600 --> 00:41:01,440
Speaker 6: these classic retailers, you know, ironically I have gone out

842
00:41:01,480 --> 00:41:04,760
Speaker 6: of business. They've done they do things really well, certain

843
00:41:04,800 --> 00:41:08,080
Speaker 6: things really well, and that was the offers, right, So

844
00:41:08,400 --> 00:41:11,080
Speaker 6: like it ended up, it can be something that cheapens

845
00:41:11,120 --> 00:41:15,080
Speaker 6: your brand. But these man, these these cats are good

846
00:41:15,239 --> 00:41:19,640
Speaker 6: at straight off like J C. Pennies with the ill offers. Now,

847
00:41:19,760 --> 00:41:22,360
Speaker 6: not every brand is going to be a coupon brand. However,

848
00:41:23,120 --> 00:41:26,560
Speaker 6: I pay attention to, you know, offers that.

849
00:41:26,719 --> 00:41:28,160
Speaker 7: Drive a lot of value.

850
00:41:28,280 --> 00:41:31,200
Speaker 6: And you're in the e comm business and ey l

851
00:41:31,360 --> 00:41:33,840
Speaker 6: you know you guys run these flash sales too. So

852
00:41:34,000 --> 00:41:36,200
Speaker 6: I think scarcity I agree with you. I like your

853
00:41:36,280 --> 00:41:39,080
Speaker 6: take that scarcity is a tool and you should learn

854
00:41:39,120 --> 00:41:42,520
Speaker 6: to use it. And I think that scarcity in the

855
00:41:42,640 --> 00:41:46,759
Speaker 6: fashion business specifically works very differently probably than any other

856
00:41:46,840 --> 00:41:48,080
Speaker 6: industry from what I've seen.

857
00:41:48,760 --> 00:41:52,680
Speaker 4: Yeah, let's get get one. Let's get one question from

858
00:41:52,719 --> 00:41:54,799
Speaker 4: the see, we gotta handles it. If they actually did,

859
00:41:56,120 --> 00:41:56,800
Speaker 4: just what's going on on?

860
00:41:56,960 --> 00:41:59,120
Speaker 2: Mute yourself, you've been unmuted. What's going on?

861
00:42:00,760 --> 00:42:02,040
Speaker 4: They had they hand up the whole time?

862
00:42:02,719 --> 00:42:06,200
Speaker 2: Good morning, Uh, good brothers.

863
00:42:06,520 --> 00:42:07,800
Speaker 11: You just answered my question.

864
00:42:08,120 --> 00:42:08,719
Speaker 4: Annie did.

865
00:42:08,840 --> 00:42:12,840
Speaker 11: Because I have a couple of real estate properties and

866
00:42:12,880 --> 00:42:14,520
Speaker 11: it was hard for me to find.

867
00:42:16,320 --> 00:42:17,479
Speaker 8: People to do good work.

868
00:42:17,680 --> 00:42:21,400
Speaker 11: They was always like, in my opinion, half ass you

869
00:42:21,560 --> 00:42:23,360
Speaker 11: or they told me they knew how to do something,

870
00:42:23,880 --> 00:42:26,680
Speaker 11: and after the job was done, it was you know,

871
00:42:27,160 --> 00:42:29,200
Speaker 11: it was wat. So I ended up having to get

872
00:42:29,239 --> 00:42:32,080
Speaker 11: the knowledge myself to do the job on my own.

873
00:42:32,680 --> 00:42:35,160
Speaker 11: So he answered it for me. That's why I have

874
00:42:35,320 --> 00:42:38,520
Speaker 11: my hand and I appreciate you calling on me and brothers.

875
00:42:38,560 --> 00:42:39,320
Speaker 2: Have a nice step.

876
00:42:45,200 --> 00:42:47,799
Speaker 6: Also, also to the folks watching right now, because I'm

877
00:42:47,800 --> 00:42:51,279
Speaker 6: seeing some questions around that that pdf. So if you

878
00:42:51,400 --> 00:42:54,160
Speaker 6: go to loop insure dot co slash e y l

879
00:42:54,960 --> 00:42:59,680
Speaker 6: Loop Insure dot co slash e y l, that pdf

880
00:42:59,840 --> 00:43:02,600
Speaker 6: is now available, so you could just click on it

881
00:43:02,840 --> 00:43:04,880
Speaker 6: and you type in your email and then you'll get

882
00:43:04,880 --> 00:43:07,520
Speaker 6: a PDF sent to your inbox, so you can get

883
00:43:07,560 --> 00:43:10,280
Speaker 6: all of that, all of that brand is his framework

884
00:43:10,320 --> 00:43:11,680
Speaker 6: and all that other jazz sent.

885
00:43:11,719 --> 00:43:13,600
Speaker 7: Sent to you and just using your hustle man and

886
00:43:13,680 --> 00:43:14,880
Speaker 7: let me know, let me know what you think of it.

887
00:43:15,960 --> 00:43:16,080
Speaker 2: YO.

888
00:43:16,160 --> 00:43:18,640
Speaker 7: While we get another audience question, can we just do

889
00:43:18,920 --> 00:43:22,239
Speaker 7: a quick lightning round hip hop? We all referred to it,

890
00:43:22,320 --> 00:43:23,160
Speaker 7: we all pulled from it.

891
00:43:24,239 --> 00:43:27,279
Speaker 6: Let's go through and name who we think has been

892
00:43:27,600 --> 00:43:32,040
Speaker 6: the most effective brander in all of hip hop and

893
00:43:32,160 --> 00:43:34,400
Speaker 6: some key lessons that we've taken away personally.

894
00:43:36,080 --> 00:43:36,839
Speaker 7: Who wants to start?

895
00:43:37,239 --> 00:43:41,919
Speaker 3: Yeah, I mean it's been so many great brands, from

896
00:43:42,040 --> 00:43:45,000
Speaker 3: death row records to no limit records to cash money

897
00:43:45,080 --> 00:43:50,120
Speaker 3: records to But I think the greatest brander has to

898
00:43:50,200 --> 00:43:57,879
Speaker 3: be jacause, you know, he's his brand has survived three

899
00:43:58,000 --> 00:44:01,640
Speaker 3: decades and that's extremely impressive. And the biggest takeaway that

900
00:44:01,760 --> 00:44:05,120
Speaker 3: I get from Jay is that he always reinvents himself

901
00:44:06,200 --> 00:44:10,600
Speaker 3: and he always Drake does this well too. He always

902
00:44:10,840 --> 00:44:16,240
Speaker 3: surrounds himself with the newest people. He has no problem

903
00:44:17,120 --> 00:44:21,600
Speaker 3: severing ties, whether that's a good thing or not. Jay always,

904
00:44:21,760 --> 00:44:24,279
Speaker 3: you know, he's always in the mix with something that's

905
00:44:25,080 --> 00:44:28,320
Speaker 3: new and progressive. He's not afraid to change with the times.

906
00:44:29,040 --> 00:44:32,879
Speaker 3: And he's built his brand off of a mistique. It's

907
00:44:32,920 --> 00:44:37,200
Speaker 3: a nostalgia. You never see him. He's not on Instagram,

908
00:44:37,800 --> 00:44:42,160
Speaker 3: he's never on Twitter, he's not on TikTok, and that's

909
00:44:42,200 --> 00:44:45,000
Speaker 3: the way that you know, that's that's risky because it's

910
00:44:45,080 --> 00:44:47,480
Speaker 3: like you know, and that's extremely extremely risky and extremely

911
00:44:47,480 --> 00:44:53,400
Speaker 3: extremely rare. But he's built such a nostalgic brand that

912
00:44:54,600 --> 00:44:57,719
Speaker 3: at any given moment, when you see him, it's like

913
00:44:57,920 --> 00:44:59,520
Speaker 3: seeing a ghost, like you know what I mean.

914
00:44:59,480 --> 00:45:01,480
Speaker 7: If it wasn't for these pictures, they wouldn't see me

915
00:45:01,560 --> 00:45:01,919
Speaker 7: at all.

916
00:45:03,080 --> 00:45:06,879
Speaker 3: So I think he got that intentionally and that has

917
00:45:07,080 --> 00:45:12,080
Speaker 3: helped him remain relevant for thirty years.

918
00:45:12,239 --> 00:45:15,320
Speaker 2: Yeah, I mean, obviously Jay is our guy. Jay is

919
00:45:15,360 --> 00:45:17,279
Speaker 2: our favorite guy. We're gonna keep saying Jay's name. And

920
00:45:17,320 --> 00:45:19,560
Speaker 2: I know, John, you're sharing this until we sit next

921
00:45:19,600 --> 00:45:23,320
Speaker 2: to him. But I'll say easy, easy, I think. I

922
00:45:23,400 --> 00:45:28,240
Speaker 2: think what Yay's done is incredible, right like the Yeasy

923
00:45:28,560 --> 00:45:33,120
Speaker 2: name that the brand itself speaks for itself. It's transcended music,

924
00:45:33,560 --> 00:45:37,200
Speaker 2: it's trans it's transcended fashion. It is the symbol of

925
00:45:38,200 --> 00:45:41,120
Speaker 2: new and cutting edge. And he's done that over time,

926
00:45:41,160 --> 00:45:42,640
Speaker 2: and he said he was going to do it right

927
00:45:42,719 --> 00:45:44,480
Speaker 2: like he lives that line too. I'm the grades with

928
00:45:44,800 --> 00:45:46,759
Speaker 2: I said that before I knew I was. He's been

929
00:45:46,800 --> 00:45:48,400
Speaker 2: saying it since O three. He would say it to

930
00:45:48,600 --> 00:45:51,680
Speaker 2: anybody that would listen, so to watch it come to fruition,

931
00:45:51,920 --> 00:45:53,399
Speaker 2: and even like with the Forbes thing, I know, John,

932
00:45:53,480 --> 00:45:55,120
Speaker 2: you have some things to say, and I was right

933
00:45:55,160 --> 00:45:56,719
Speaker 2: on with you as far as the Forbes thing. It

934
00:45:56,760 --> 00:45:58,600
Speaker 2: doesn't matter if he's worth six billion or two billion.

935
00:45:59,080 --> 00:46:01,560
Speaker 2: He's a billionaire and he said he would be and

936
00:46:01,640 --> 00:46:05,120
Speaker 2: he's here doing it now. So his branding is amazing

937
00:46:06,520 --> 00:46:08,759
Speaker 2: with everything he does, and everybody might agree with the

938
00:46:08,800 --> 00:46:11,040
Speaker 2: way he goes about it, but you can't deny if

939
00:46:11,080 --> 00:46:13,040
Speaker 2: he steps into a room or if he puts his

940
00:46:13,160 --> 00:46:15,680
Speaker 2: name on a product, it's out of here. Right. People

941
00:46:15,719 --> 00:46:18,680
Speaker 2: are wondering, Hey, look at Gap Wow. Why is gap

942
00:46:18,719 --> 00:46:20,719
Speaker 2: stock rising? Well, yeah, this guy said he's doing a

943
00:46:20,760 --> 00:46:22,839
Speaker 2: brand partnership with him, and they know when he puts

944
00:46:22,840 --> 00:46:25,600
Speaker 2: stuff in the stores, it's leaving the stores. I've been

945
00:46:25,640 --> 00:46:28,000
Speaker 2: If anyone has been to a Kanye concert, I've been

946
00:46:28,000 --> 00:46:30,080
Speaker 2: to a bunch of them. There are people who literally

947
00:46:30,160 --> 00:46:33,120
Speaker 2: don't come to see the music. They will stand in

948
00:46:33,239 --> 00:46:36,840
Speaker 2: line for the merch for the entire show. Wow, for

949
00:46:37,000 --> 00:46:41,000
Speaker 2: the entire show, no joke. I went to the Saint

950
00:46:41,080 --> 00:46:43,040
Speaker 2: Pablo to him, it was one who was like floating

951
00:46:43,080 --> 00:46:46,160
Speaker 2: over the whole crowd, and I tried to buy his

952
00:46:46,239 --> 00:46:48,480
Speaker 2: shirt and I couldn't get I was like, I'm miss

953
00:46:48,480 --> 00:46:50,160
Speaker 2: the show if I wait in this line, and people

954
00:46:50,160 --> 00:46:51,759
Speaker 2: will wait in line. My wife was like, oh go,

955
00:46:52,239 --> 00:46:53,879
Speaker 2: I'll miss a song or two. Him like, Noah, it's fine.

956
00:46:54,640 --> 00:46:55,759
Speaker 2: At the end of the show, I have to wait

957
00:46:55,800 --> 00:46:57,440
Speaker 2: an hour to get a T shirt. I'm like, these

958
00:46:57,480 --> 00:47:00,239
Speaker 2: people have not left everything. He puts on a lot

959
00:47:00,280 --> 00:47:01,080
Speaker 2: of concert cells out.

960
00:47:01,360 --> 00:47:04,239
Speaker 3: But also before you go John. He's also like Jay

961
00:47:04,280 --> 00:47:06,120
Speaker 3: in a sense where you don't see him. He's also

962
00:47:06,200 --> 00:47:08,680
Speaker 3: built a nostalgia. He pops up. He's more active than

963
00:47:08,760 --> 00:47:12,200
Speaker 3: Jay on Twitter, but he pops up for Twitter rants

964
00:47:12,239 --> 00:47:13,880
Speaker 3: every now and then, and then he's like the groundhog.

965
00:47:13,920 --> 00:47:16,600
Speaker 4: Then he goes under. He'll be on Instagram then delete

966
00:47:16,600 --> 00:47:17,560
Speaker 4: all his Instagram that.

967
00:47:17,600 --> 00:47:18,480
Speaker 2: He's driving in water.

968
00:47:19,200 --> 00:47:19,680
Speaker 3: Yeah, it's that.

969
00:47:19,760 --> 00:47:22,120
Speaker 4: It's that that crazy, you.

970
00:47:22,120 --> 00:47:25,000
Speaker 3: Know what I'm saying, Like he's he's another one where

971
00:47:25,160 --> 00:47:27,000
Speaker 3: he's not really accessible like that.

972
00:47:28,160 --> 00:47:29,640
Speaker 2: I think that's something we said, like one of the

973
00:47:29,800 --> 00:47:35,960
Speaker 2: best attributes is that you can't access access mysterious Manchronica.

974
00:47:34,800 --> 00:47:41,640
Speaker 3: Said, familiarity doesn't breathe. Just content like just content like

975
00:47:41,800 --> 00:47:45,040
Speaker 3: meaning like sometimes you oversaturate yourself. It doesn't even breathe.

976
00:47:45,160 --> 00:47:48,400
Speaker 3: People get they start to hate you just because they

977
00:47:48,440 --> 00:47:51,279
Speaker 3: see you so much. It's like like being with a

978
00:47:51,400 --> 00:47:54,920
Speaker 3: you know, what's a spouse or somebody.

979
00:47:54,640 --> 00:47:56,080
Speaker 2: Said what he said one day, they want to knight

980
00:47:56,160 --> 00:47:57,160
Speaker 2: you the next good night you.

981
00:47:57,600 --> 00:48:00,960
Speaker 7: Yeahnny. What you think, man, Who's who's the best brand

982
00:48:01,000 --> 00:48:01,759
Speaker 7: in the hip hop game?

983
00:48:02,520 --> 00:48:04,680
Speaker 8: I mean I think, yeah, I think the answer is Jay.

984
00:48:04,880 --> 00:48:08,560
Speaker 9: Because of the ecosystem of product and brands and businesses

985
00:48:08,600 --> 00:48:10,800
Speaker 9: that he's created, right, I mean what he did with

986
00:48:10,960 --> 00:48:18,200
Speaker 9: title Champagne Rockaware. You know, Jay's pedigree and his track

987
00:48:18,280 --> 00:48:21,600
Speaker 9: record are insane. I'm gonna throw in a dark horse

988
00:48:22,080 --> 00:48:25,399
Speaker 9: just to acknowledge what what Nipsey did while he was here,

989
00:48:25,920 --> 00:48:30,120
Speaker 9: you know, and peace. But I think Nick was instrumental

990
00:48:30,280 --> 00:48:34,080
Speaker 9: in branding a consciousness in a way of thought that

991
00:48:34,200 --> 00:48:35,799
Speaker 9: we hadn't really seen in a long time.

992
00:48:35,920 --> 00:48:36,040
Speaker 4: Right.

993
00:48:36,080 --> 00:48:40,000
Speaker 9: He he made people believe in ownership and and and

994
00:48:40,120 --> 00:48:42,920
Speaker 9: got people interested in real estate, and you know, was

995
00:48:43,000 --> 00:48:47,000
Speaker 9: doing a bunch of technology smartphone ars, you know, nf

996
00:48:47,080 --> 00:48:50,200
Speaker 9: T related things way before you know, any of these

997
00:48:50,239 --> 00:48:53,000
Speaker 9: things were in mainstream consciousness. And I think that you know,

998
00:48:53,239 --> 00:48:55,480
Speaker 9: nips all money in, no money out. You know that

999
00:48:55,800 --> 00:48:57,480
Speaker 9: there was a lot. There was a lot there. You know,

1000
00:48:57,560 --> 00:48:59,799
Speaker 9: fuck the middleman, like there was a lot there.

1001
00:48:59,840 --> 00:49:01,320
Speaker 7: He was more marathon.

1002
00:49:01,760 --> 00:49:04,759
Speaker 9: Yeah, I mean, thank you minded me right like that.

1003
00:49:05,320 --> 00:49:08,000
Speaker 9: It didn't it wasn't mainstream, so less people will acknowledge it.

1004
00:49:08,080 --> 00:49:11,239
Speaker 9: But for for people like us who were grinding during

1005
00:49:11,280 --> 00:49:13,719
Speaker 9: the time that Knit was grinding, it was like, you know,

1006
00:49:13,880 --> 00:49:16,960
Speaker 9: he had a different effect on consciousness. And I think

1007
00:49:17,680 --> 00:49:19,520
Speaker 9: that's been you know, obviously it's big for me. People

1008
00:49:19,600 --> 00:49:21,760
Speaker 9: know how I feel about Nip, But ye I gotta

1009
00:49:21,760 --> 00:49:24,080
Speaker 9: acknowledge that because I think that he was one of

1010
00:49:24,120 --> 00:49:27,120
Speaker 9: the new school players, you know that that was really

1011
00:49:27,160 --> 00:49:29,880
Speaker 9: about to run it up after that first crop of

1012
00:49:30,080 --> 00:49:34,200
Speaker 9: Jya fifty Snoop Dre, you know, like that that graduating

1013
00:49:34,280 --> 00:49:35,840
Speaker 9: class had already moved on.

1014
00:49:36,360 --> 00:49:39,440
Speaker 8: I think Nip was the revolutionary in that sense, yo.

1015
00:49:39,560 --> 00:49:42,360
Speaker 6: Can I also just say that what what jay Z

1016
00:49:42,560 --> 00:49:45,759
Speaker 6: did with titles should be fucking illegal, like that's my

1017
00:49:45,960 --> 00:49:49,319
Speaker 6: man's and he made his bag, but like had did

1018
00:49:49,440 --> 00:49:49,680
Speaker 6: no one.

1019
00:49:49,920 --> 00:49:52,600
Speaker 7: Like guys, remember when we came out with Title.

1020
00:49:53,239 --> 00:49:57,839
Speaker 6: He made his fucking entire catalog exclusive to title, brought

1021
00:49:57,880 --> 00:50:01,239
Speaker 6: a bunch of artists, got him exclusive to Title, inflated

1022
00:50:01,280 --> 00:50:04,360
Speaker 6: the value, sold the third of it to Sprint, cashed

1023
00:50:04,400 --> 00:50:07,680
Speaker 6: in I think it was two hundred mil, right, and

1024
00:50:07,880 --> 00:50:11,960
Speaker 6: then once that shit was flopping, Uh, he pretty much

1025
00:50:12,000 --> 00:50:15,920
Speaker 6: brought his cadillag, brought his catalog right back on Spotify.

1026
00:50:16,560 --> 00:50:19,640
Speaker 6: And so because he was vulnerable during that time that

1027
00:50:19,760 --> 00:50:22,880
Speaker 6: he was only on Title. Uh, and then he made

1028
00:50:22,960 --> 00:50:27,080
Speaker 6: himself accessible again and sold that bitch and he sold

1029
00:50:27,080 --> 00:50:28,200
Speaker 6: it to Jack Dorsey.

1030
00:50:27,960 --> 00:50:29,279
Speaker 7: And then finished cashing out on it.

1031
00:50:29,480 --> 00:50:31,319
Speaker 2: That is ridiculous.

1032
00:50:32,000 --> 00:50:36,239
Speaker 6: That's that's like market manipulation, except for it's his own

1033
00:50:36,280 --> 00:50:37,439
Speaker 6: personal catalog and IP.

1034
00:50:37,880 --> 00:50:39,759
Speaker 9: You know, so he could do it, but he took

1035
00:50:39,880 --> 00:50:41,640
Speaker 9: the risk, right, I mean with him, and you know

1036
00:50:41,760 --> 00:50:45,200
Speaker 9: Beyonce did with having their music exclusive on a platform

1037
00:50:45,280 --> 00:50:48,799
Speaker 9: that wasn't available to everybody, that when they knew they

1038
00:50:48,840 --> 00:50:52,320
Speaker 9: were losing millions of dollars on them that you know,

1039
00:50:52,760 --> 00:50:55,040
Speaker 9: it was it was a risky movement that paid off

1040
00:50:55,080 --> 00:50:55,359
Speaker 9: for him.

1041
00:50:55,440 --> 00:50:58,320
Speaker 6: So bought it for fifty, sold a third for two hundred,

1042
00:50:58,440 --> 00:51:00,839
Speaker 6: finished selling Man's Crazy. I think, you know, I think

1043
00:51:00,840 --> 00:51:03,040
Speaker 6: the best brainder in the in the game is Puff.

1044
00:51:04,760 --> 00:51:08,520
Speaker 6: I just I think that bro I seen recently the

1045
00:51:08,640 --> 00:51:11,360
Speaker 6: Ready to Die documentary. I mean, the guy has an

1046
00:51:11,400 --> 00:51:14,279
Speaker 6: eye for talent and when he backed Big, you know,

1047
00:51:14,400 --> 00:51:17,879
Speaker 6: he put this whole like like movement and brain around

1048
00:51:17,960 --> 00:51:20,440
Speaker 6: And for as long as I can remember, Puff has

1049
00:51:20,480 --> 00:51:24,279
Speaker 6: been that flashy type and he took that whole persona.

1050
00:51:24,840 --> 00:51:26,879
Speaker 6: Going back to that, you know, to the earliest part

1051
00:51:26,920 --> 00:51:32,520
Speaker 6: of this episode. His word really like is just lifestyle

1052
00:51:32,760 --> 00:51:34,960
Speaker 6: in a way that Hove is not. Hope is mysterious.

1053
00:51:34,960 --> 00:51:38,759
Speaker 6: Hope is kind of crusty. Actually, Puff, you just you

1054
00:51:38,880 --> 00:51:41,480
Speaker 6: won't find you know, with the exception of when when

1055
00:51:41,640 --> 00:51:44,440
Speaker 6: his when his girl passed away, and of course he

1056
00:51:44,560 --> 00:51:47,440
Speaker 6: was in that in that dark period of just mourning.

1057
00:51:48,360 --> 00:51:51,000
Speaker 6: That was the only glimpse of time really that I

1058
00:51:51,080 --> 00:51:54,759
Speaker 6: could think of that Puff wasn't smiling, laughing, and he

1059
00:51:54,960 --> 00:51:59,399
Speaker 6: was able to productize that entire just persona. He's got

1060
00:51:59,480 --> 00:52:01,879
Speaker 6: the Spirits brand and I had the chance to kick

1061
00:52:01,920 --> 00:52:09,400
Speaker 6: it with his CFO, and his CFO told, Yeah, projects

1062
00:52:09,440 --> 00:52:13,200
Speaker 6: that we invest in don't net a whole lot. The

1063
00:52:13,360 --> 00:52:16,040
Speaker 6: projects that we build from scratch and vertically integrate and

1064
00:52:16,080 --> 00:52:18,160
Speaker 6: that we own the i r R the internal rate

1065
00:52:18,239 --> 00:52:20,680
Speaker 6: of return, the profit is through the roof.

1066
00:52:21,760 --> 00:52:24,840
Speaker 7: Because Puff is not really that that speaks to his superpower.

1067
00:52:25,400 --> 00:52:28,600
Speaker 7: He's not one to invest in another vehicle and then

1068
00:52:28,640 --> 00:52:29,440
Speaker 7: let it do his thing.

1069
00:52:30,239 --> 00:52:32,840
Speaker 2: He's one to just live it.

1070
00:52:32,960 --> 00:52:36,040
Speaker 7: He lives his products, man, and and for that, I

1071
00:52:36,120 --> 00:52:38,000
Speaker 7: think Puff is the best brander in the game.

1072
00:52:39,239 --> 00:52:41,040
Speaker 2: That's a good point, John, because when you were talking

1073
00:52:41,040 --> 00:52:42,680
Speaker 2: about brand, I was thinking about some rock. It's more

1074
00:52:42,719 --> 00:52:47,880
Speaker 2: than a drink, it's a lifestyle. But this guy had

1075
00:52:48,000 --> 00:52:51,319
Speaker 2: like every commercial was a James Bond movie. Right then,

1076
00:52:51,360 --> 00:52:53,960
Speaker 2: it became The Ocean's Eleven's movie and it was like this,

1077
00:52:54,800 --> 00:52:56,640
Speaker 2: I have to taste this. This is the only thing

1078
00:52:56,680 --> 00:52:58,279
Speaker 2: I can drink. I need to feel like that. I

1079
00:52:58,360 --> 00:53:00,840
Speaker 2: want to look like that. I need to have that lifestyle.

1080
00:53:00,960 --> 00:53:02,800
Speaker 2: Does this drink? Bring it? And now you got Klid

1081
00:53:02,840 --> 00:53:05,400
Speaker 2: and he's on a jet ski and every time I

1082
00:53:05,520 --> 00:53:07,560
Speaker 2: look at his glass and I'm like that, son's that

1083
00:53:07,719 --> 00:53:11,640
Speaker 2: new uh summer breeze is like that new drink looks incredible.

1084
00:53:11,680 --> 00:53:13,440
Speaker 2: I have to try it. It's like it becomes a

1085
00:53:13,480 --> 00:53:15,160
Speaker 2: part of your lifestyle. It's great market.

1086
00:53:15,160 --> 00:53:16,640
Speaker 3: I just want to say one more thing before we can,

1087
00:53:16,760 --> 00:53:18,479
Speaker 3: maybe just get the one more question before we wrap,

1088
00:53:18,600 --> 00:53:21,879
Speaker 3: but bringing it back, like X said, get well soon,

1089
00:53:22,239 --> 00:53:26,719
Speaker 3: let's bring it back to the streets. And I want

1090
00:53:26,760 --> 00:53:29,000
Speaker 3: to always make this as relatable for people as possible.

1091
00:53:29,000 --> 00:53:32,040
Speaker 3: Another Eyo alumni that we had Nacho Banger. He's a

1092
00:53:32,200 --> 00:53:34,600
Speaker 3: he's a young man out of Baltimore, crazy story, grew

1093
00:53:34,680 --> 00:53:38,759
Speaker 3: up in the streets, literally eats Baltimore and uh, you know,

1094
00:53:38,880 --> 00:53:41,160
Speaker 3: became six figure entrepreneur off of nachos.

1095
00:53:41,200 --> 00:53:42,200
Speaker 4: So yeah, he does.

1096
00:53:42,280 --> 00:53:46,800
Speaker 3: He's not shows where he puts like you know, so

1097
00:53:47,200 --> 00:53:49,080
Speaker 3: a long story show so this is the most practical

1098
00:53:49,120 --> 00:53:51,840
Speaker 3: thing in the world, right, Like anybody can make nachos

1099
00:53:51,920 --> 00:53:53,880
Speaker 3: with shrimp, and he was making it in his microwave

1100
00:53:53,920 --> 00:53:55,840
Speaker 3: at first, before he learned how to cook. So this

1101
00:53:56,000 --> 00:53:57,239
Speaker 3: is like because people be like, you know, this is

1102
00:53:57,280 --> 00:53:59,040
Speaker 3: a high level this is the most practical thing in

1103
00:53:59,080 --> 00:54:02,720
Speaker 3: the world brand right, he built He told the story

1104
00:54:03,120 --> 00:54:04,960
Speaker 3: through a bunch of other stuff. So he created a

1105
00:54:05,160 --> 00:54:08,480
Speaker 3: dance called the Nacho Benga Dance, and he won't viral

1106
00:54:08,760 --> 00:54:12,680
Speaker 3: in Baltimore and colleges like Morgan State and you know,

1107
00:54:12,920 --> 00:54:14,560
Speaker 3: Talents and and all of these schools and all the

1108
00:54:14,640 --> 00:54:18,160
Speaker 3: high schools and in the neighborhood. So now he's going

1109
00:54:18,280 --> 00:54:21,000
Speaker 3: this is before TikTok. He's going viral for his dance.

1110
00:54:21,120 --> 00:54:24,040
Speaker 3: He made a dance attached to the food. So it's

1111
00:54:24,120 --> 00:54:27,359
Speaker 3: one thing to make the nachos, but now he's branding.

1112
00:54:27,080 --> 00:54:28,080
Speaker 4: It with the dance.

1113
00:54:28,719 --> 00:54:31,640
Speaker 3: And you know he's doing like going to parties and

1114
00:54:32,120 --> 00:54:35,399
Speaker 3: hosting clubs and all of that. So it's so many

1115
00:54:35,440 --> 00:54:37,440
Speaker 3: different stories that come to mind as far as branding

1116
00:54:37,560 --> 00:54:39,719
Speaker 3: is concerned, but that's one of my favorite because there's

1117
00:54:39,800 --> 00:54:43,920
Speaker 3: nothing more practical than that. Like he literally started from

1118
00:54:43,960 --> 00:54:50,000
Speaker 3: the bottom legit making nachos out the bando. Literally, you

1119
00:54:50,080 --> 00:54:54,080
Speaker 3: had to watch that episode. It's very inspirational. I'm going

1120
00:54:54,120 --> 00:54:57,680
Speaker 3: to finish, and he without even knowing what he was doing.

1121
00:54:58,520 --> 00:55:02,600
Speaker 3: He's branding himself by creating a story and making himself

1122
00:55:02,640 --> 00:55:06,680
Speaker 3: a legend and a myth. But it comes down to nachos.

1123
00:55:06,760 --> 00:55:09,000
Speaker 3: That's the most practical thing in the world. Like, he's

1124
00:55:09,040 --> 00:55:11,520
Speaker 3: not selling anything that's out of this world. He's literally

1125
00:55:11,640 --> 00:55:15,000
Speaker 3: selling nachos that you get from nachos, like the bag,

1126
00:55:15,600 --> 00:55:16,320
Speaker 3: the nacho.

1127
00:55:16,160 --> 00:55:19,040
Speaker 2: Bag, jeez, and anything you want. This is the craziest

1128
00:55:19,040 --> 00:55:22,360
Speaker 2: part about that story. Right, So he's getting booked to

1129
00:55:22,480 --> 00:55:25,560
Speaker 2: come to clubs and be the host, right, he's getting

1130
00:55:25,600 --> 00:55:27,360
Speaker 2: paid that because this song is crazy. The dance is

1131
00:55:27,360 --> 00:55:29,120
Speaker 2: even crazy. You got the club doing it. You know

1132
00:55:29,200 --> 00:55:31,720
Speaker 2: what he's doing when people are leaving the club selling

1133
00:55:31,719 --> 00:55:34,160
Speaker 2: the nacho. He's got his food truck outside selling you

1134
00:55:34,239 --> 00:55:35,560
Speaker 2: the food. Because the first thing you got to do

1135
00:55:35,680 --> 00:55:37,359
Speaker 2: is eat. When you come out of a party, you've

1136
00:55:37,400 --> 00:55:40,400
Speaker 2: been sweating, you've been drinking, you're hungry. He goes to nachos,

1137
00:55:40,600 --> 00:55:46,680
Speaker 2: five dollars, get your sauce. Wow, incredible, that's fine.

1138
00:55:46,800 --> 00:55:49,200
Speaker 8: I think that's a valuable lesson too on brand.

1139
00:55:49,280 --> 00:55:51,480
Speaker 9: Right, there's a lot of times like he doesn't the

1140
00:55:51,560 --> 00:55:53,480
Speaker 9: way that your product gets popping on the way you

1141
00:55:53,560 --> 00:55:57,040
Speaker 9: get popping isn't necessarily your core competency.

1142
00:55:57,120 --> 00:55:57,200
Speaker 6: Right.

1143
00:55:57,280 --> 00:55:59,839
Speaker 9: The dance might be bigger and getting more impressions than

1144
00:56:00,320 --> 00:56:03,960
Speaker 9: a picture of the nachos. But that's what good thinkers

1145
00:56:04,000 --> 00:56:07,520
Speaker 9: and founders do is they find ways to create, you know,

1146
00:56:07,680 --> 00:56:12,200
Speaker 9: parallel ideas and concepts that lift up their entire brand.

1147
00:56:12,640 --> 00:56:14,319
Speaker 4: Let's take one question before we wrap.

1148
00:56:16,520 --> 00:56:21,080
Speaker 2: I hope I did not to apply by saying, my delly,

1149
00:56:21,160 --> 00:56:23,319
Speaker 2: we're coming to you. Mute yourself. You've been unmuted? What's

1150
00:56:23,360 --> 00:56:30,040
Speaker 2: going on? Oh wait wait, oh yeah, I'm here, bro,

1151
00:56:30,120 --> 00:56:30,520
Speaker 2: I'm here, bro.

1152
00:56:30,600 --> 00:56:30,800
Speaker 4: Come on.

1153
00:56:32,120 --> 00:56:39,200
Speaker 10: That was less bless How your fellows doing. That's great, man,

1154
00:56:39,960 --> 00:56:42,719
Speaker 10: Glad glad to hear that. Listen, It's funny. You guys

1155
00:56:42,760 --> 00:56:44,480
Speaker 10: have touched on a couple of things that I realized

1156
00:56:44,960 --> 00:56:47,880
Speaker 10: marketing wise, that I never noticed before, even for example,

1157
00:56:48,160 --> 00:56:50,880
Speaker 10: me signing up with E Y L the day that

1158
00:56:50,960 --> 00:56:53,400
Speaker 10: I was just listening to one of your market mondays,

1159
00:56:53,640 --> 00:56:57,680
Speaker 10: and you guys created that urgency with the sale is

1160
00:56:57,680 --> 00:57:01,480
Speaker 10: about to run out. Next thing I know, Bam, I

1161
00:57:01,560 --> 00:57:03,200
Speaker 10: throw my card on the thing. Next thing, I know,

1162
00:57:03,320 --> 00:57:06,239
Speaker 10: I'm blessed to be to become earner. So I'm saying,

1163
00:57:06,280 --> 00:57:08,600
Speaker 10: but you guys drove it into me by creating that

1164
00:57:08,800 --> 00:57:12,560
Speaker 10: urgency just crazy, which is absolutely crazy marketing? How that works?

1165
00:57:13,120 --> 00:57:13,239
Speaker 2: Uh?

1166
00:57:13,960 --> 00:57:14,160
Speaker 8: Quick?

1167
00:57:14,239 --> 00:57:16,120
Speaker 10: Thing I wanted to touch on is, uh, when you're

1168
00:57:16,160 --> 00:57:17,880
Speaker 10: going back to what you were mentioning as far as

1169
00:57:18,160 --> 00:57:18,920
Speaker 10: creating a brand.

1170
00:57:19,280 --> 00:57:21,720
Speaker 4: So I'm doing the Amazon.

1171
00:57:22,760 --> 00:57:25,160
Speaker 10: The Amazon thing, trying to you know, create my brand,

1172
00:57:25,200 --> 00:57:26,520
Speaker 10: and that's so.

1173
00:57:26,640 --> 00:57:29,200
Speaker 4: Hard to get Amazon exactly.

1174
00:57:29,240 --> 00:57:30,840
Speaker 10: It's so hard to do right now because you have

1175
00:57:30,960 --> 00:57:33,720
Speaker 10: so much competition and you have to get a bunch

1176
00:57:33,800 --> 00:57:35,480
Speaker 10: of people, you have to get up front, you have

1177
00:57:35,600 --> 00:57:37,959
Speaker 10: to get uh rated, you have to get a ranked

1178
00:57:38,000 --> 00:57:38,320
Speaker 10: and all that.

1179
00:57:38,640 --> 00:57:39,280
Speaker 4: It's so hard.

1180
00:57:39,880 --> 00:57:41,720
Speaker 10: What can you Is there anything that you might think

1181
00:57:41,760 --> 00:57:44,240
Speaker 10: that I could be able to use to help my

1182
00:57:44,440 --> 00:57:46,400
Speaker 10: help me, you know, get better with my business.

1183
00:57:46,880 --> 00:57:49,360
Speaker 6: Wow, that's a great question for Annie, but it's also

1184
00:57:49,440 --> 00:57:52,360
Speaker 6: a brilliant question in general. How do you brand yourself

1185
00:57:53,040 --> 00:57:57,200
Speaker 6: when what you're selling is commoditized and also it i e.

1186
00:57:57,400 --> 00:58:01,960
Speaker 6: Widely available and also you're on the platform that is commoditized.

1187
00:58:03,720 --> 00:58:05,600
Speaker 7: Man, Annie, what's your take on that?

1188
00:58:05,680 --> 00:58:07,480
Speaker 6: That's a powerful question actually because a lot of people

1189
00:58:07,560 --> 00:58:08,440
Speaker 6: could probably relate to that.

1190
00:58:09,000 --> 00:58:11,040
Speaker 9: Yeah, I mean, you know the idea of when you

1191
00:58:11,160 --> 00:58:13,440
Speaker 9: engage with Amazon, you have to know that you are

1192
00:58:13,520 --> 00:58:17,160
Speaker 9: engaging on somebody else's platform and somebody else's brand equity

1193
00:58:17,360 --> 00:58:20,800
Speaker 9: rights making it easy for you to sell and easy

1194
00:58:20,880 --> 00:58:22,680
Speaker 9: for other people to transact, and so you're going to

1195
00:58:22,800 --> 00:58:24,920
Speaker 9: lose a little bit of competitive advantage there.

1196
00:58:25,000 --> 00:58:26,840
Speaker 8: My recommendation will.

1197
00:58:26,680 --> 00:58:30,240
Speaker 9: Be create content in your own world and still direct

1198
00:58:30,280 --> 00:58:32,720
Speaker 9: people to Amazon, but that brand equity and the things

1199
00:58:32,760 --> 00:58:37,160
Speaker 9: that you're doing on social editorial, you know, livestream, all

1200
00:58:37,200 --> 00:58:39,960
Speaker 9: those things can still be as fruitful as you need

1201
00:58:40,040 --> 00:58:42,760
Speaker 9: them to be. So just because the transaction is happening

1202
00:58:42,840 --> 00:58:45,840
Speaker 9: on Amazon, it doesn't mean that the entire narrative or

1203
00:58:45,880 --> 00:58:48,160
Speaker 9: the story band is happening on Amazon.

1204
00:58:48,400 --> 00:58:51,080
Speaker 3: You know, another thing, another thing, This is my take

1205
00:58:51,120 --> 00:58:53,240
Speaker 3: on this is what I would do. So the good

1206
00:58:53,280 --> 00:58:56,560
Speaker 3: thing with Amazon is private label. So like lint rollers

1207
00:58:56,600 --> 00:59:01,280
Speaker 3: shout out to Josh Chris lint rollers or toenail.

1208
00:59:00,960 --> 00:59:02,640
Speaker 4: Clippers, a lot of these things.

1209
00:59:02,680 --> 00:59:04,120
Speaker 3: This is what a lot of people sell on Amazon,

1210
00:59:04,200 --> 00:59:07,080
Speaker 3: because nobody ever asked where's a lint roller coming from?

1211
00:59:07,160 --> 00:59:09,920
Speaker 3: So like they sell lint rollers in a factory in China.

1212
00:59:10,280 --> 00:59:12,000
Speaker 3: You get it and you can put your label on it.

1213
00:59:12,080 --> 00:59:13,640
Speaker 3: So it could be like eyol lint rollers.

1214
00:59:13,720 --> 00:59:15,640
Speaker 4: Right. What I would do is whatever product is selling.

1215
00:59:15,720 --> 00:59:18,520
Speaker 3: Let's say we're selling lint rollers, right, I would Now

1216
00:59:18,840 --> 00:59:21,120
Speaker 3: I would go to every social media blog whatever. Now

1217
00:59:21,240 --> 00:59:24,760
Speaker 3: going back to creating a story. Black owned lint rolling company,

1218
00:59:25,000 --> 00:59:28,160
Speaker 3: the first ever black owned lint rolling company out of Philadelphia, whatever,

1219
00:59:28,160 --> 00:59:30,320
Speaker 3: I would create a story about it and make the

1220
00:59:30,440 --> 00:59:34,120
Speaker 3: myth and make the story way bigger than would it. Actually,

1221
00:59:34,240 --> 00:59:36,520
Speaker 3: you're not lying. You're a black on lint rolling company.

1222
00:59:36,800 --> 00:59:39,840
Speaker 3: But now that sounds way better than me just putting

1223
00:59:39,840 --> 00:59:42,560
Speaker 3: the lint roll on Amazon. No, I gonna make a

1224
00:59:42,560 --> 00:59:44,040
Speaker 3: whole movie out of there. I'm making a whole motion

1225
00:59:44,160 --> 00:59:46,560
Speaker 3: picture out of it. Black own lint rolling company. I

1226
00:59:46,600 --> 00:59:48,720
Speaker 3: started from the bottom. Da da dada da had to

1227
00:59:48,760 --> 00:59:52,000
Speaker 3: get distribution from China. It's all about how you say things.

1228
00:59:54,240 --> 00:59:58,680
Speaker 10: It's damn, it's crazy. That's crazy. It seems to me

1229
00:59:58,760 --> 01:00:00,120
Speaker 10: like I'm gonna have to cut your checks.

1230
01:00:02,160 --> 01:00:04,240
Speaker 4: Million dollar for a game. You know we're talking about that.

1231
01:00:05,560 --> 01:00:06,560
Speaker 4: Shout out to the earnest.

1232
01:00:07,320 --> 01:00:12,400
Speaker 2: Yeah, so separately, Yes, gentlemen, this, this, This was fun.

1233
01:00:12,480 --> 01:00:16,040
Speaker 4: This was fun. Guys, John, I'll let you I'll let

1234
01:00:16,120 --> 01:00:18,000
Speaker 4: you put this, wrap this up.

1235
01:00:18,160 --> 01:00:20,320
Speaker 6: Episode one Man in the Books. Thank you guys for

1236
01:00:20,520 --> 01:00:24,160
Speaker 6: rocking and rolling with us. Man Annie, always a pleasure

1237
01:00:24,200 --> 01:00:25,920
Speaker 6: to have you on you guys. Got to check out

1238
01:00:26,000 --> 01:00:30,120
Speaker 6: Annie Man. He's at at Annie Hustles, on Instagram, on

1239
01:00:30,240 --> 01:00:33,120
Speaker 6: every other platform. Just one of the realist practitioners in

1240
01:00:33,200 --> 01:00:36,440
Speaker 6: the game. You get a lot of knowledges following all

1241
01:00:36,480 --> 01:00:39,760
Speaker 6: of his content, So talk about storytelling, talk about brand

1242
01:00:39,880 --> 01:00:42,520
Speaker 6: I take notes from him. I personally reach out to

1243
01:00:42,640 --> 01:00:45,560
Speaker 6: him with questions that I have around how to crack

1244
01:00:45,840 --> 01:00:48,720
Speaker 6: the code, marketing on brands, and things of that nature.

1245
01:00:48,760 --> 01:00:51,800
Speaker 6: So definitely tapping with Annie Man. That's the dude, support

1246
01:00:51,880 --> 01:00:56,040
Speaker 6: his his child concept. You won't be disappointed. It's a

1247
01:00:56,120 --> 01:00:59,200
Speaker 6: lot more than Chi So locking with Annie. But yet

1248
01:00:59,240 --> 01:01:02,080
Speaker 6: to all the folks listening, Man, thank you guys. This

1249
01:01:02,200 --> 01:01:07,520
Speaker 6: has been a limited this episode one of a limited series.

1250
01:01:07,560 --> 01:01:10,640
Speaker 6: We're just getting going. We're just testing out and experimenting

1251
01:01:10,680 --> 01:01:13,800
Speaker 6: with the show format. I know that some of you guys,

1252
01:01:14,400 --> 01:01:18,040
Speaker 6: I can already see hundreds and hundreds literally of down

1253
01:01:18,080 --> 01:01:20,080
Speaker 6: loads of the framework, So I hope that you guys

1254
01:01:20,160 --> 01:01:23,920
Speaker 6: take value from it. I think in future episodes we

1255
01:01:24,080 --> 01:01:28,240
Speaker 6: will keep the presentations to a minimum and just keep

1256
01:01:28,280 --> 01:01:33,160
Speaker 6: it more rooted in conversation, experimentation, and you know, examples

1257
01:01:33,200 --> 01:01:36,000
Speaker 6: from pop culture and different moments of that nature. Next

1258
01:01:36,200 --> 01:01:40,560
Speaker 6: up on episode two, we're gonna be diving into content strategy,

1259
01:01:40,960 --> 01:01:44,320
Speaker 6: which everyone here on this particular pod could literally do

1260
01:01:44,400 --> 01:01:47,440
Speaker 6: a master session on. And our special guest for that

1261
01:01:47,600 --> 01:01:51,439
Speaker 6: episode is going to be none other than the team

1262
01:01:51,600 --> 01:01:56,040
Speaker 6: captain for gary V. So this is Andy Kranak, who

1263
01:01:56,120 --> 01:01:59,920
Speaker 6: had he runs gary V's entire thirty five person content

1264
01:02:00,120 --> 01:02:03,720
Speaker 6: team and just crushes their content strategy. So we're gonna

1265
01:02:03,720 --> 01:02:07,360
Speaker 6: get into the three h's of content hub, hero hygiene,

1266
01:02:07,480 --> 01:02:12,640
Speaker 6: how you can mm hm, how much is your cause,

1267
01:02:12,680 --> 01:02:13,960
Speaker 6: how you should structure your whole ship.

1268
01:02:14,240 --> 01:02:15,160
Speaker 7: It's gonna be a banger.

1269
01:02:15,280 --> 01:02:18,080
Speaker 6: So thank you guys, ey L appreciate you all as

1270
01:02:18,200 --> 01:02:20,320
Speaker 6: as always, And for those of you guys listen, remember

1271
01:02:20,520 --> 01:02:21,320
Speaker 6: Loopingshure dot Co.

1272
01:02:21,520 --> 01:02:22,560
Speaker 7: The link is linked up there.

1273
01:02:22,760 --> 01:02:27,240
Speaker 6: Tapping and join the wait list slash, make sure you

1274
01:02:27,320 --> 01:02:29,560
Speaker 6: download the framework. Talk about scarcity.

1275
01:02:30,000 --> 01:02:31,840
Speaker 7: It's going away at the end of the day, so

1276
01:02:31,920 --> 01:02:35,080
Speaker 7: you gotta go and have that ship today and then

1277
01:02:35,120 --> 01:02:37,000
Speaker 7: we'll take it from there fellas. Thank you guys so much.

1278
01:02:37,040 --> 01:02:37,640
Speaker 7: Appreciate y'all.

1279
01:02:39,360 --> 01:02:40,160
Speaker 8: Y'all the link.

1280
01:02:40,280 --> 01:02:42,040
Speaker 3: The link is also in the description of this video

1281
01:02:42,560 --> 01:02:45,240
Speaker 3: and it's pinned here. So yeah, thank you guys.

1282
01:02:45,640 --> 01:02:49,080
Speaker 4: This was fun. See you next week later. Peace.

1283
01:02:49,520 --> 01:02:59,720
Speaker 5: Peace, my graduates from my school being forced back and drop.

1284
01:03:14,760 --> 01:03:18,360
Speaker 12: An illegal alien from Guatemala charged with raping a child

1285
01:03:18,440 --> 01:03:22,240
Speaker 12: in Massachusetts. An MS thirteen gang member from Al Salvador

1286
01:03:22,480 --> 01:03:26,600
Speaker 12: accused of murdering a Texas man of Venezuelan charged with

1287
01:03:26,680 --> 01:03:30,560
Speaker 12: filming and selling child pornography in Michigan. These are just

1288
01:03:30,680 --> 01:03:34,400
Speaker 12: some of the heinous migrant criminals caught because of President

1289
01:03:34,480 --> 01:03:38,000
Speaker 12: Donald J. Trump's leadership. I'm Christy Noman, the United States

1290
01:03:38,080 --> 01:03:42,840
Speaker 12: Secretary of Homeland Security. Under President Trump, Attempted illegal border

1291
01:03:42,920 --> 01:03:46,400
Speaker 12: crossings are at the lowest levels ever recorded, and over

1292
01:03:46,520 --> 01:03:49,680
Speaker 12: one hundred thousand illegal aliens have been arrested. If you

1293
01:03:49,800 --> 01:03:53,600
Speaker 12: are here illegally, your next you will be fine nearly

1294
01:03:53,760 --> 01:03:57,680
Speaker 12: one thousand dollars a day, imprisoned and deported, you will

1295
01:03:57,800 --> 01:04:01,400
Speaker 12: never return. But if you register using our CBP home

1296
01:04:01,480 --> 01:04:04,840
Speaker 12: app and leave now, you could be allowed to return legally.

1297
01:04:05,240 --> 01:04:09,880
Speaker 12: Do what's right. Leave Now. Under President Trump, America's laws,

1298
01:04:10,160 --> 01:04:12,040
Speaker 12: border and families.

1299
01:04:11,760 --> 01:04:12,560
Speaker 5: Will be protected.

1300
01:04:12,680 --> 01:04:14,760
Speaker 2: Sponsored by the United States Department of Homeland Security,