WEBVTT - Roy Spence: How to Find A Common Purpose 0:00:00.040 --> 0:00:04.760 Over the last several years, one of the most troubling 0:00:04.840 --> 0:00:07.680 things for me has been watching how our broken information 0:00:07.720 --> 0:00:11.920 system has been used to divide people rather than unitus. 0:00:12.280 --> 0:00:15.880 We've seen how misinformation leads to polarization, a breakdown of 0:00:15.960 --> 0:00:20.440 faith in our institutions, our trust in each other, and sadly, 0:00:20.920 --> 0:00:24.520 even to violence. So why am I telling you this? 0:00:25.600 --> 0:00:28.960 Because America has always been at its best when we're 0:00:28.960 --> 0:00:33.279 pulling together in common calls. But we can't do that 0:00:33.320 --> 0:00:35.600 if we can't even agree on a shared set of facts, 0:00:36.080 --> 0:00:39.920 are on the basic humanity of our neighbors. If we 0:00:40.000 --> 0:00:42.800 want to solve the challenges and seize the opportunities ahead 0:00:42.840 --> 0:00:46.000 of us, we have to start by seeing one another 0:00:46.159 --> 0:00:51.160 is people and finding our common purpose. That's why I'm 0:00:51.200 --> 0:00:54.000 glad to be joined today by someone who's devoted his 0:00:54.200 --> 0:00:58.400 entire life to helping people and organizations discover their purpose 0:00:59.520 --> 0:01:02.920 and help to advance it and share it with a 0:01:03.000 --> 0:01:09.120 positive vision. I first met Roy Spence in vo when 0:01:09.160 --> 0:01:12.440 I went to Texas to help lead the McGovern campaign. There. 0:01:13.200 --> 0:01:16.760 I was twenty five and Roy was twenty three, and 0:01:16.800 --> 0:01:19.399 he was running a hot shot young ad agency that 0:01:19.480 --> 0:01:22.720 the campaign hired. It was made up of brilliant and 0:01:22.760 --> 0:01:26.240 irreverent recent graduates from the University of Texas at Austin. 0:01:27.360 --> 0:01:30.800 Even though we got beat sixty seven to thirty three, 0:01:31.680 --> 0:01:35.080 we learned a lot about how people really felt, thought 0:01:35.480 --> 0:01:39.800 and expressed themselves. And even more important, I made some 0:01:39.920 --> 0:01:46.679 lifelong friends, including Roy Spence. Since then, I haven't gone 0:01:46.680 --> 0:01:50.120 through any great effort in my life, nor has Hillary 0:01:50.160 --> 0:01:55.320 without Roy's help and advice. In an industry often viewed 0:01:55.320 --> 0:01:59.600 from the outside with cynicism, Roy believes that advertising should 0:01:59.600 --> 0:02:02.800 be driven and by values and help us to build 0:02:02.800 --> 0:02:07.280 connections that break down barriers between people, something we need 0:02:07.400 --> 0:02:12.120 far more of these days. I never appreciated as creative, 0:02:12.120 --> 0:02:15.200 still more than when I visited the headquarters of the 0:02:15.240 --> 0:02:21.240 great company he built. It's called Idea City, and if 0:02:21.240 --> 0:02:23.760 you're ever in Austin, I recommend you at least drive 0:02:23.840 --> 0:02:26.840 by and look at it. It's an astonishing feat of 0:02:26.919 --> 0:02:30.080 human imagination. You will see a lot of happy people 0:02:30.120 --> 0:02:33.320 at work, relating to each other with positive energy and 0:02:33.440 --> 0:02:38.600 making good things happen. I've worked with Roy several times 0:02:38.600 --> 0:02:41.840 now since leaving the White House, including on public service 0:02:41.880 --> 0:02:46.959 announcements alongside other former presidents. After Hurricane Katrina, the earthquake 0:02:47.040 --> 0:02:53.720 in Haiti, hurricane season, and several other issues. Roy's a 0:02:53.800 --> 0:02:57.800 natural communicator and connector. I can think a few people 0:02:57.919 --> 0:03:00.680 I have ever known who are as good as he 0:03:00.800 --> 0:03:06.600 is at finding new positive ways to think about things. Roy, 0:03:06.880 --> 0:03:21.280 thanks so much for being here. So let's start with 0:03:21.360 --> 0:03:26.400 an obvious question. When did you first get interested in 0:03:26.520 --> 0:03:32.760 advertising and how did you see it's possibilities to do 0:03:32.919 --> 0:03:38.040 more than sell a product to service or a candidate. Well, 0:03:38.200 --> 0:03:42.960 Mr President Bill Um, it's great to be with you, 0:03:43.680 --> 0:03:47.400 even though it's virtually and on the podcast. But yes, uh, 0:03:47.920 --> 0:03:50.280 I met this guy named Bill Clinton and a woman 0:03:50.360 --> 0:03:55.440 named Hillary during the McGovern campaign. He knocked on my 0:03:55.480 --> 0:03:58.760 little office door. He and Hillary says, I'm Bill Clinton 0:03:58.800 --> 0:04:00.960 and I'm taking a leave of bad since from Yale 0:04:01.040 --> 0:04:03.680 Law School, and so is Hillary. And we're here down 0:04:03.720 --> 0:04:06.480 to win the presidency from Mr McGovern and we had 0:04:06.520 --> 0:04:09.720 just been hired. We've never done a campaign before. As 0:04:09.720 --> 0:04:12.400 they gave him a lot of confidence, and I was like, 0:04:12.800 --> 0:04:14.600 you know, he's much older than me, maybe a year 0:04:14.600 --> 0:04:16.800 a year and a half. I'm a little older than 0:04:16.839 --> 0:04:20.000 he is, but not as always only I look go ahead, 0:04:20.279 --> 0:04:23.760 And so we sat down and to start talking about Texas. 0:04:23.800 --> 0:04:26.440 And Hillary went to South Texas, and he went to 0:04:26.520 --> 0:04:28.640 East Texas and then come back and talk to me 0:04:28.720 --> 0:04:31.839 and Gary Morrow and Nancy William and Tommy Henderson, all 0:04:31.880 --> 0:04:36.400 these Texans. And I always believe that although he was 0:04:36.440 --> 0:04:38.839 a man from Hope, he also was a man from Texas. 0:04:39.680 --> 0:04:42.479 And we got to be friends. And my mom and dad, 0:04:42.480 --> 0:04:44.400 we grew up in Brownwood, Texas, and my mom and 0:04:44.480 --> 0:04:49.280 dad were lifelong moderate Democrats. We didn't call ourselves modern Democrats. 0:04:49.279 --> 0:04:52.760 We just believed that, and I still do. I learned 0:04:52.760 --> 0:04:54.760 this from my mom that no one's too good and 0:04:54.760 --> 0:04:58.440 everybody's good enough. I was the only kid debating in 0:04:58.480 --> 0:05:01.760 the fifth grade Mr President for Kennedy, the rest of 0:05:01.800 --> 0:05:06.120 the classes for Nixon. And the next day Kennedy wins. 0:05:06.160 --> 0:05:08.920 And so I go to school and everybody said, you're 0:05:08.960 --> 0:05:12.159 the reason America is going to be horrible. I'm fifth, 0:05:12.200 --> 0:05:15.200 I'm ten years old. And I went home and I 0:05:15.240 --> 0:05:17.960 started crying to my mom, and again she said, now, listen, 0:05:19.080 --> 0:05:22.000 there are two kinds of folks out there. They're vinegar 0:05:22.080 --> 0:05:26.400 people and honey people. Now the vinegar people hate and 0:05:26.560 --> 0:05:30.520 honey people love. Hang out with a honey people hang 0:05:30.640 --> 0:05:34.760 out with a honey people, and I hung out with 0:05:34.800 --> 0:05:37.480 honey people. And so I'm listening to his and I 0:05:37.640 --> 0:05:40.120 haven't know this made an impression with you. But when 0:05:40.160 --> 0:05:42.400 he said asked, not what your country can do for you, 0:05:42.440 --> 0:05:44.479 but what you I'm in the fifth grade and I'm 0:05:44.520 --> 0:05:47.240 listening to that. And that was the time I thought 0:05:47.360 --> 0:05:52.800 maybe I could write stuff like that. So I graduated 0:05:52.800 --> 0:05:55.800 from high school. Yes I was, you know, a quarterback 0:05:55.880 --> 0:05:58.279 for an all state team, but you know whatever, and 0:05:58.480 --> 0:06:03.880 UH went to University of Texas. UH a quick story. 0:06:04.040 --> 0:06:07.440 I met a guy named Steve Gerris is Bill Gerris's 0:06:07.520 --> 0:06:11.320 and a woman named Judy Trebulsi. We were nineteen years 0:06:11.320 --> 0:06:16.840 old and we started. It was the age of Marshall McLuhan. Now, 0:06:17.760 --> 0:06:19.920 if you're not seventy, you don't know what that means. 0:06:20.600 --> 0:06:25.279 But he basically said that the medium is the message. 0:06:26.880 --> 0:06:30.760 So we created a firm called Media seventy. We were 0:06:30.839 --> 0:06:34.320 nineteen years old and we did these crazy multimedia shows 0:06:35.080 --> 0:06:37.680 and kids would line up for hours and pay us 0:06:37.720 --> 0:06:41.160 fifty cents. When my partner said, well, what should we do? 0:06:41.360 --> 0:06:43.640 And he said go into advertising? And I said, great, 0:06:43.640 --> 0:06:47.600 what is that? And so I went down to the 0:06:47.640 --> 0:06:50.800 bank and I had a ponytail and my tied eyed 0:06:50.880 --> 0:06:54.279 T shirt. I was twenty years old. I sat down 0:06:54.279 --> 0:06:58.120 at the loan officers desk. He wasn't there, but I 0:06:58.160 --> 0:07:01.159 sat down there anyway, and somebody hits me on the 0:07:01.160 --> 0:07:02.760 side of the back and said, I'm sorry, young man, 0:07:02.800 --> 0:07:05.680 but do you have an appointment? I'm the banker And 0:07:05.720 --> 0:07:09.680 I said no, but you're not like busy that one 0:07:10.040 --> 0:07:12.440 I didn't know, and he said, well, what do you want? 0:07:12.480 --> 0:07:14.960 I think I need five thousand dollars to start my 0:07:15.000 --> 0:07:18.880 advertising agency. Twenty years later, I meet this reception with 0:07:18.920 --> 0:07:22.320 a good man named Robert Sneeve when you met Bill, Mr. President. 0:07:22.720 --> 0:07:26.880 He was a mentor lawyer helped me. And a guy 0:07:26.960 --> 0:07:29.000 walks up and says, Roy do you see that gentleman 0:07:29.000 --> 0:07:31.360 over there with the cane Do you know him? This 0:07:31.480 --> 0:07:33.400 is twenty years after the while. I said, yesterday, his 0:07:33.480 --> 0:07:37.000 name is Robert Sneeve. And he said, do you know 0:07:37.040 --> 0:07:39.800 that he co signed that note for you and never 0:07:39.840 --> 0:07:44.240 told you because he wanted you to believe you got 0:07:44.280 --> 0:07:47.600 it on your own. And that's when I realized that 0:07:47.680 --> 0:07:50.840 somebody helps you to help somebody else. Here's The final 0:07:50.880 --> 0:07:54.520 point of that story is that everybody wants to be 0:07:54.560 --> 0:07:56.360 a pardner, they just don't want to deal with the 0:07:56.400 --> 0:08:02.600 ship the partnership. We need to sink the partisanships and 0:08:02.640 --> 0:08:06.800 build the ship of state again, because the ship of 0:08:06.880 --> 0:08:10.840 state it's where American moves forward. And you knew that, 0:08:11.720 --> 0:08:16.560 and that's why you're first speech. He said, there's nothing 0:08:16.560 --> 0:08:18.880 wrong with America that can't be fixed with what's right 0:08:18.920 --> 0:08:23.520 with American And I think goodness can rule. Goodness is hard, 0:08:24.080 --> 0:08:26.160 but I want marketing to be a force for good. 0:08:26.480 --> 0:08:29.880 So that was sort of how it all started. Well, thanks, 0:08:29.880 --> 0:08:35.920 You know, I have been going back to Texas for 0:08:36.200 --> 0:08:42.480 all that time, since almost fifty years, and we always 0:08:42.520 --> 0:08:49.560 get together, usually over Mexican food, with people from back then, 0:08:49.840 --> 0:08:55.960 people that literally I have known for fifty years. We've 0:08:56.000 --> 0:09:01.840 lost a couple and every time it happens, you can 0:09:01.880 --> 0:09:05.720 almost feel their presence in the room because of all 0:09:05.760 --> 0:09:08.280 these years and all these things we shared. And to 0:09:08.320 --> 0:09:11.560 talk a little about this, you just said, you know, 0:09:12.000 --> 0:09:18.320 your value is basically getting people to trade partisanship for statesmanship, 0:09:18.440 --> 0:09:23.679 to trade individual short term gain for what we can 0:09:23.720 --> 0:09:27.680 do together and move together. But it's hard to get 0:09:27.720 --> 0:09:31.400 that rewarded if you look at how much closer this 0:09:31.480 --> 0:09:34.400 election was, and most people thought it was going to 0:09:34.480 --> 0:09:39.120 be right before election to it certainly didn't get closer 0:09:39.200 --> 0:09:45.120 by trying to bring people together. So how do you 0:09:45.200 --> 0:09:51.000 get the values you have and your purpose driven marketing? 0:09:51.040 --> 0:09:52.840 How do you sell them in a way that makes 0:09:52.880 --> 0:09:56.760 them more powerful than the politics of blame and division? 0:09:58.120 --> 0:10:01.199 How can we do that again? I think that's what 0:10:01.320 --> 0:10:05.520 we did in nine two. But it's hard, Yeah, it is. Uh. 0:10:07.040 --> 0:10:09.719 This little story, this little story will tell you kind 0:10:09.720 --> 0:10:12.280 of how I got on the road to purpose. My 0:10:12.400 --> 0:10:17.600 older sister, Susan, was born with spinal bifida, and back then, 0:10:17.960 --> 0:10:20.800 you know, it was the most horrible birth effect because 0:10:20.840 --> 0:10:23.600 all the nerves that are supposed to go into your 0:10:23.720 --> 0:10:27.120 legs ball up in an open wound on your back. 0:10:28.480 --> 0:10:30.760 And she was four years older than me, and she 0:10:30.800 --> 0:10:33.280 was supposed to live to be four days or four months, 0:10:33.840 --> 0:10:37.280 maybe four years. She lived to be nine years old. 0:10:37.280 --> 0:10:40.280 Because of my mom, she never got to walk. I 0:10:40.360 --> 0:10:43.480 pushed her to school every day build I couldn't even 0:10:43.480 --> 0:10:45.600 see it in a wheelchair, And all my friends would 0:10:45.600 --> 0:10:47.480 go with me and would push her to school and 0:10:47.520 --> 0:10:50.640 we'd go to our class. I pushed her home every afternoon, 0:10:51.600 --> 0:10:56.360 and then she graduated from high school. Her name was 0:10:56.400 --> 0:11:00.160 Susan Spent and she went to a commune of your 0:11:00.240 --> 0:11:03.840 college outside of Austin. Every Sunday I pushed her around 0:11:04.080 --> 0:11:07.920 that little campus, Gonzalez, and we'd listen to the Dallas 0:11:07.960 --> 0:11:14.040 Cowboys and eat water Burger. And I had this this 0:11:14.200 --> 0:11:16.800 epiphany that all these years I thought I was pushing her, 0:11:16.880 --> 0:11:22.280 she's been pushing me. And she used to say, you 0:11:22.280 --> 0:11:26.120 don't have to have legs to fly, Roy, and I 0:11:26.160 --> 0:11:29.840 got on the road to purpose because of that. I 0:11:29.920 --> 0:11:33.560 guess I didn't know it, but the thought, and you've 0:11:33.600 --> 0:11:36.800 talked about this and you've done it. We gotta walk 0:11:36.800 --> 0:11:40.440 into each other's shoes again. We got to walk the 0:11:40.480 --> 0:11:45.120 factory floors and the guys got to ride the subways. 0:11:45.120 --> 0:11:46.680 And know what that we got to walk in each 0:11:46.679 --> 0:11:49.840 other's shoes. You can't have sympathy as a president. You 0:11:49.880 --> 0:11:52.240 have to have empathy. You used to always tell me 0:11:52.559 --> 0:11:55.679 you'd go to Brownwood, you go every small town, and 0:11:55.720 --> 0:11:59.120 you'd say, no, Roy, they might not vote for me, 0:11:59.200 --> 0:12:01.360 but they're not gonna hate me. Because I went and 0:12:01.400 --> 0:12:05.120 listened to them and heard what they were saying. So 0:12:05.160 --> 0:12:08.400 I think part of purpose based branding and what I 0:12:08.440 --> 0:12:13.000 believe about marketing is a force for good. It's not 0:12:13.559 --> 0:12:18.160 coom by y'all stuff. When we did don't Mess with Texas, 0:12:19.240 --> 0:12:22.360 explain to our listeners what that is. Don't Mess with Texas. 0:12:22.760 --> 0:12:25.720 Don't Mess with Texas was an anti litter campaign. Mark 0:12:25.760 --> 0:12:29.719 White was governor and litter was everywhere in Texas and 0:12:29.840 --> 0:12:32.800 I used to get my daddy's pick up and he'd say, Narito, Roy, 0:12:33.160 --> 0:12:36.120 throw the trash on the highway because it keeps people employed. 0:12:37.920 --> 0:12:40.880 It's you know, it makes sense. So all of a sudden, 0:12:40.920 --> 0:12:43.520 Mark White says, Roy, we have a litter problem, and 0:12:43.559 --> 0:12:46.920 we're gonna do an ad campaign. And Tim McClure, my partner, 0:12:47.480 --> 0:12:50.560 wrote the line don't Mess with Texas. A day before 0:12:50.600 --> 0:12:53.680 the pitch. We went and pitched don't Mess with Texas, 0:12:53.800 --> 0:12:57.240 and everybody on the board said, we want the crying 0:12:57.280 --> 0:12:59.720 Indians and the don't give a hoot and don't pollute. 0:13:00.360 --> 0:13:04.600 And finally the Bob Lanier was farm mayor of Houston. 0:13:04.679 --> 0:13:06.720 He was ahead of the Highway Department. He said we're 0:13:06.720 --> 0:13:10.160 going we don't mess with Texas. First spot we ever 0:13:10.280 --> 0:13:13.640 did Mr President with Stevie ray Vaughan right before we 0:13:13.720 --> 0:13:16.840 passed away. And then we had Willie Nelson too tall, 0:13:16.960 --> 0:13:19.880 Jones that God bless Jerry, Jeff Walker and all these 0:13:19.920 --> 0:13:23.200 people talking about don't mess with Texas. Here's what I 0:13:23.240 --> 0:13:26.800 found out. We weren't in the litter business. We laddered 0:13:26.880 --> 0:13:30.959 up to the pride business, and we reduced litter by 0:13:31.040 --> 0:13:36.880 seventy six percent through marketing as a force for good. Mama, 0:13:37.360 --> 0:13:43.280 tell all your babies, don't mess with Texas. Keep your 0:13:43.280 --> 0:13:46.160 trash off the roads. And she's a fine yellow roads 0:13:46.360 --> 0:13:54.760 tree Texas like someone love. Then I learned another thing 0:13:55.080 --> 0:13:58.439 about purpose based branding from a guy named Herb telling 0:13:58.480 --> 0:14:02.040 her who you knew and love? And I've got tears 0:14:02.120 --> 0:14:06.160 because he's a founder of the Southwest Airlines. I was 0:14:06.200 --> 0:14:08.520 twenty eight years old. I ran a guy for Congress 0:14:08.600 --> 0:14:12.679 named Bob Krueger, and he won against all the San 0:14:12.720 --> 0:14:15.920 Antonio establishment. You made him an ambassador by the ways, 0:14:18.000 --> 0:14:20.400 and no one thought Krueger could win. So I get 0:14:20.400 --> 0:14:22.560 a call from Herb kell Her and he said, I'm 0:14:22.560 --> 0:14:25.560 Herb Keller. You kicked our rears. I want to talk 0:14:25.560 --> 0:14:27.840 to you. And I said, well, who are you know? 0:14:28.080 --> 0:14:31.720 I didn't know he was found her Southwest Airlines herb 0:14:31.840 --> 0:14:36.000 kell Her was the most purpose inspired business leader I've 0:14:36.040 --> 0:14:38.960 ever met. And here's what I learned about purpose too. 0:14:39.560 --> 0:14:42.000 We couldn't win in the airline business. We didn't, you know. 0:14:42.040 --> 0:14:45.080 We had short flights and and everybody called us the 0:14:45.720 --> 0:14:49.080 cattle car. So we got out of the airline business 0:14:49.080 --> 0:14:53.040 and got into the freedom business because we were on 0:14:53.040 --> 0:14:56.840 a mission to democratize these guys. Young people are looking 0:14:56.880 --> 0:15:01.920 for purpose in their life over everything else, and so 0:15:02.040 --> 0:15:07.320 I would say, let's have purpose over politics. We'll be 0:15:07.400 --> 0:15:12.760 right back. One thing you said about higher ground that 0:15:12.840 --> 0:15:16.560 makes sense, which is that I have found, even in 0:15:16.640 --> 0:15:22.040 the most polarizing circumstances around the world, the Irish peace process, 0:15:22.080 --> 0:15:25.720 for example, if you can get people to agree on 0:15:25.840 --> 0:15:30.400 the end first, if they're really committed to the same goal, 0:15:30.640 --> 0:15:35.640 really committed, then they can find a way there from 0:15:35.680 --> 0:15:40.360 the deepest divides. But if you have a system where 0:15:40.400 --> 0:15:45.280 people believe that the rewards are always going to be 0:15:45.360 --> 0:15:50.160 greater and division and short term power gains, it's much harder, 0:15:50.680 --> 0:15:54.440 even if they're closer together, and that's something we have 0:15:54.520 --> 0:15:57.640 to change. When you did putting people. First, you actually 0:15:57.640 --> 0:16:01.600 meant it, and I remember, you're not talking about that, 0:16:01.680 --> 0:16:04.040 and I didn't come up with the line. And then Carvel, 0:16:04.200 --> 0:16:07.040 you know, it's the economy, stupid. And I kept pushing 0:16:07.120 --> 0:16:09.920 hard for him. But don't forget that this is a 0:16:09.920 --> 0:16:12.920 man who came from Hope. Because people want to hear 0:16:12.920 --> 0:16:17.320 where people come from. We need to understand their motivation 0:16:17.440 --> 0:16:19.920 by understanding where they come from. I think it was 0:16:20.000 --> 0:16:22.640 like fifteen years or tenure whatever. I got on a 0:16:22.680 --> 0:16:25.920 backpack and went to New Hampshire, just me and two 0:16:25.960 --> 0:16:29.680 American flags and a backpack, and I started walking ten 0:16:29.760 --> 0:16:32.120 to twelve to fifteen to twenty miles a day these 0:16:32.120 --> 0:16:35.240 back roads and I just sit down and talk to people. 0:16:36.400 --> 0:16:39.080 And I found if you didn't talk politics or religion, 0:16:41.480 --> 0:16:45.640 if you didn't talk politics or religion, pretty much everyone 0:16:45.760 --> 0:16:50.400 agreed on everything. I believe if we talk purpose with 0:16:50.560 --> 0:16:55.160 young people and we walk in their shoes again, there 0:16:55.200 --> 0:16:59.800 could be a moment in time where we could start 0:16:59.840 --> 0:17:02.160 me in the middle again. And I think marketing plays 0:17:02.160 --> 0:17:05.359 a part, because, like you said, so much marketing is 0:17:05.480 --> 0:17:08.480 negative in all of this. It doesn't have to be 0:17:08.880 --> 0:17:13.919 and be effective. So I believe that if you find 0:17:14.160 --> 0:17:17.520 the purpose, Like if we decided for one second, what 0:17:17.680 --> 0:17:20.639 is something we can all agree on. I went around 0:17:20.640 --> 0:17:22.760 the country and I told you to the first time too. 0:17:23.960 --> 0:17:27.080 I was asking every this way before the election or pandemic, 0:17:28.200 --> 0:17:30.720 what's the number one thing we can do for America. 0:17:31.200 --> 0:17:35.840 I had no idea the massive shortage of skilled workers 0:17:35.920 --> 0:17:39.520 in this country, from the machinists to the chamber of commerce. 0:17:40.240 --> 0:17:43.440 So I went back and I started a thing called 0:17:43.480 --> 0:17:47.200 the make It Campaign, the make It movement that I'm launching. 0:17:48.280 --> 0:17:51.920 We're going to start a massive marketing campaign and teachers 0:17:51.920 --> 0:17:55.320 and counselors in public schools for the sixteen year old 0:17:55.400 --> 0:17:58.320 seventeen year olds. You go back to what you said 0:17:58.359 --> 0:18:02.200 and every time I met you, we have to respect 0:18:02.240 --> 0:18:05.800 the dignity of all work. I want to market that 0:18:05.880 --> 0:18:08.520 you don't have to wait four years to make a 0:18:08.560 --> 0:18:10.400 living in a life then what you love to do 0:18:11.080 --> 0:18:14.840 kind of path after high school welders. And by the way, 0:18:14.840 --> 0:18:18.080 that if you go to the YouTube and you see 0:18:18.160 --> 0:18:21.080 make It Movement, we have a sixty second spot with 0:18:21.119 --> 0:18:27.240 real people electricians, welders, solar They all make it because 0:18:27.240 --> 0:18:29.120 they're making a living doing what they love to do, 0:18:29.800 --> 0:18:32.440 not what they're expected to do the piping that cools 0:18:32.480 --> 0:18:35.520 our buildings. I made it, and after proving myself, I 0:18:35.600 --> 0:18:38.159 make over seventy five th year. Our purpose is to 0:18:38.160 --> 0:18:41.240 support school counselors in connecting high school students to the 0:18:41.240 --> 0:18:44.320 new world of high school high income careers. A difference 0:18:44.359 --> 0:18:48.920 in someone's life today, I needed. That's terrific, you know. 0:18:49.040 --> 0:18:54.080 Um Jane Sperling, who you remember it was my National 0:18:54.119 --> 0:18:58.760 Economic counselor in my second term and held me from 0:18:58.880 --> 0:19:03.720 has just written whole book about the imperative of giving 0:19:04.160 --> 0:19:08.240 every American a chance to do dignified work. And he 0:19:08.359 --> 0:19:12.119 said it's dignity people are looking for, not just a job, 0:19:12.200 --> 0:19:15.320 not just an income, and that there are more There's 0:19:15.320 --> 0:19:18.399 more than one way to get it. You can go 0:19:18.480 --> 0:19:21.880 to college and get a degree, but you also ought 0:19:21.920 --> 0:19:25.400 to be able to go through some sort of community 0:19:25.440 --> 0:19:28.840 college or other training program or other options. And there 0:19:28.840 --> 0:19:33.359 should be Well, it's interesting because we've got good marketing 0:19:34.280 --> 0:19:39.080 information now. That is, if you live in west West Virginia, 0:19:39.119 --> 0:19:42.000 are you live in West Texas, you can get pretty 0:19:42.040 --> 0:19:47.960 good information on you know, what jobs are available if 0:19:48.040 --> 0:19:52.000 you do X, Y and Z things. And that's one 0:19:52.040 --> 0:19:56.119 of the things that that I think we need to 0:19:56.160 --> 0:20:00.280 improve on. It's also true that after COVID a lot 0:20:00.280 --> 0:20:03.040 of small businesses have been taken back and we got 0:20:03.040 --> 0:20:07.159 to start them up again or start new ones. What 0:20:07.240 --> 0:20:12.080 do you what you thought about that? Not everybody's got 0:20:12.080 --> 0:20:14.400 to give to GAB like you do and can talk 0:20:14.400 --> 0:20:16.719 to their way into that first five thousand goal alone. 0:20:17.560 --> 0:20:22.560 But what's your what's your thought about that? What's how 0:20:22.600 --> 0:20:28.080 can we revitalize small business? And what should the government's 0:20:28.080 --> 0:20:32.639 approach be to try and to get capital the flowback 0:20:32.720 --> 0:20:36.760 into them. Boy, that's a great question. I here's kind 0:20:36.760 --> 0:20:39.600 of where I'm my gut is on this, is that 0:20:41.640 --> 0:20:43.680 if I could, if I could do this on a 0:20:43.840 --> 0:20:47.639 national level, I would love to run. Because you can't 0:20:47.720 --> 0:20:51.639 change behavior, as you know, Mr President, until you change perception. 0:20:52.520 --> 0:20:55.840 And we have thousands and thousands and thousands of businesses 0:20:55.840 --> 0:21:00.000 and labor unions and apprenticeships and community colleges out there 0:21:00.000 --> 0:21:03.440 are finding By the way, I was comment commencement speecher 0:21:03.680 --> 0:21:06.960 a speech that three years ago to Austin Community College 0:21:09.400 --> 0:21:13.160 and Dr Rhodes is the CEO there, and I said 0:21:13.200 --> 0:21:15.640 on the stage, because I'm like you, but not as good, 0:21:16.080 --> 0:21:19.760 I talked to every one of the graduates and literally 0:21:19.800 --> 0:21:23.000 I'm crying because they were They weren't young people. There 0:21:23.000 --> 0:21:26.600 were twenty five year old seven but they had gone 0:21:26.600 --> 0:21:30.040 through this and now they're veterinarians, and now they're welders, 0:21:30.080 --> 0:21:33.040 and now they're in their kids. So I would say this, 0:21:33.480 --> 0:21:38.280 I would love to have a national dialogue, a national 0:21:38.400 --> 0:21:43.400 marketing campaign with all the infrastructure behind it called make 0:21:43.520 --> 0:21:49.200 it in America, make it, make I meet it. Make 0:21:49.200 --> 0:21:51.720 it in America. You can make it in Austin. You 0:21:51.760 --> 0:21:55.040 can make it in Louisville, in every town, city by city, 0:21:55.040 --> 0:22:01.040 town by town. We fund those probate community colleges. We 0:22:01.280 --> 0:22:04.680 fast trade literally grants to community college to say I'm 0:22:04.720 --> 0:22:07.960 making this up community college in Connecticut. If you will 0:22:08.000 --> 0:22:13.080 get eighteen year olds right now, we'll pay for them 0:22:13.240 --> 0:22:16.000 to get trained. And by the way, what we've learned 0:22:16.040 --> 0:22:20.280 to young people want careers, not jobs. Well, veterinarians a 0:22:20.359 --> 0:22:24.440 career well as your career. They want income not just wages. 0:22:24.640 --> 0:22:28.280 Meaning so that's the language of leadership. I think we 0:22:28.359 --> 0:22:32.960 need to stand tall for small too, and literally for small. 0:22:33.040 --> 0:22:35.800 We have to stand tall for small. And I don't 0:22:35.840 --> 0:22:37.760 know exactly how you fund it, but I would have 0:22:37.800 --> 0:22:41.720 whoever does it run this program has to be a 0:22:41.720 --> 0:22:45.680 small business owner in entrepreneurship. We can't lose this miracle 0:22:45.720 --> 0:22:48.000 of America that if you can dream it, we don't. 0:22:48.040 --> 0:22:52.600 We don't teach two percent of our public schools teach entrepreneurship. 0:22:54.200 --> 0:22:56.600 We need to tell young people, if you can dream it, 0:22:56.680 --> 0:23:00.600 you can build it. Disney said, you know well, disney 0:23:00.640 --> 0:23:02.920 Ki said, hell, I just came over here with a mouse, 0:23:04.720 --> 0:23:08.439 and I think we've got I think we have to 0:23:08.520 --> 0:23:14.119 do less teaching and testing and more talent development, talent 0:23:14.200 --> 0:23:18.720 discovery and coaching. By the way, the internet has a 0:23:18.720 --> 0:23:21.840 lot of flaws, the Mr President, it could be the 0:23:21.920 --> 0:23:25.960 greatest mentoring medium in the world. My age, people who 0:23:25.960 --> 0:23:29.600 are retired or whatever. I want to mentor mentor kids. 0:23:29.600 --> 0:23:33.639 So I have a national mentoring program again run. So 0:23:33.800 --> 0:23:36.520 part of this, I think is not the old solutions. 0:23:36.560 --> 0:23:41.480 A big spending here, selective spending, selective spending. And by 0:23:41.480 --> 0:23:44.840 the way, if you don't perform, you gotta fess up 0:23:44.840 --> 0:23:50.080 when you mess up. You're old preacher Gerald Man, God 0:23:50.080 --> 0:23:53.520 bless him. That's where you taught me. He was my 0:23:53.560 --> 0:23:55.679 neighbor and he said, Roy, you got to fess up. 0:23:55.720 --> 0:24:01.800 When you mess up, I miss him. We'll be right back. 0:24:04.880 --> 0:24:07.000 Let me just to bring it down to the bottom line, 0:24:07.280 --> 0:24:12.520 you think that there's still more potential for getting together 0:24:12.560 --> 0:24:17.040 and doing things then most people. I mean, I think 0:24:17.080 --> 0:24:20.119 to me, the biggest number, the most important thing, is 0:24:20.119 --> 0:24:23.960 the staggering number of people that voted. And I think 0:24:24.040 --> 0:24:28.880 that shows that either that people are trying to win 0:24:28.920 --> 0:24:31.399 a victory or just want to be seen and heard 0:24:32.280 --> 0:24:35.840 and want to matter. And if it's the latter, that 0:24:35.920 --> 0:24:38.880 can be a great thing. Yes, sir, and I think 0:24:38.920 --> 0:24:44.280 one of the things that you ask again this is 0:24:44.400 --> 0:24:47.760 as you know, when you convene all these people all 0:24:47.880 --> 0:24:52.720 the world for c G I middle ground building bridges. 0:24:54.359 --> 0:24:58.480 It's harder than burning bridges because we realize that we 0:24:58.520 --> 0:25:01.840 don't build bridges. We either can't go anywhere because the 0:25:01.920 --> 0:25:04.840 rivers too wide, or we getting on a faulty bridge 0:25:04.840 --> 0:25:07.280 and it falls apart. We have to build bridges. I'll 0:25:07.320 --> 0:25:10.200 finish this. But when I walked across America, I found 0:25:10.200 --> 0:25:13.439 out this. You become what you look for in life. 0:25:14.640 --> 0:25:19.560 If you look for enemies, you will find them. If 0:25:19.600 --> 0:25:24.520 you look for friends, will be befriended. If you look 0:25:24.600 --> 0:25:27.880 for hate, they'll live in your heart. If you look 0:25:27.960 --> 0:25:31.480 for love, it'll lift you up. If you look for 0:25:31.600 --> 0:25:34.960 it lies, it'll take you down. If you look for 0:25:35.119 --> 0:25:37.560 the truth, it will set you free. Have a I 0:25:37.600 --> 0:25:43.520 have a logo already designed purpose not politics. Now will 0:25:43.560 --> 0:25:46.640 it heal everything? I don't know, but damn it, it's 0:25:46.640 --> 0:25:50.399 worth a try. Let's have purpose, not politics, try to 0:25:50.480 --> 0:25:54.240