1
00:00:02,360 --> 00:00:05,680
Speaker 1: I'm Will Lucas and this is black Tech, Green money.

2
00:00:06,600 --> 00:00:09,880
Speaker 1: Omar Johnson is the marketing genius who helped turn Beats

3
00:00:09,880 --> 00:00:12,520
Speaker 1: by Dre from a twenty million dollar startup into a

4
00:00:12,600 --> 00:00:16,440
Speaker 1: one point one billion dollar global icon, ultimately leading to

5
00:00:16,480 --> 00:00:20,400
Speaker 1: his three billion dollar acquisition by Apple. As the former

6
00:00:20,480 --> 00:00:23,239
Speaker 1: chief marketing officer at Beats by j and VP of

7
00:00:23,280 --> 00:00:25,800
Speaker 1: Marketing and Apple, Omar has crafted some of the most

8
00:00:25,880 --> 00:00:29,440
Speaker 1: legendary marketing campaigns in sports and music culture, working with

9
00:00:29,680 --> 00:00:33,280
Speaker 1: icons like Lebron, James, Chris Rock, and eminem. From his

10
00:00:33,360 --> 00:00:37,479
Speaker 1: groundbreaking ambush marketing strategies to his work infusing music, sports

11
00:00:37,560 --> 00:00:41,840
Speaker 1: and tech, o May has reshaped how brands connect with consumers. Now,

12
00:00:42,280 --> 00:00:45,720
Speaker 1: as founder of opens Intelligence, he's continuing to drive change,

13
00:00:45,880 --> 00:00:49,640
Speaker 1: building world class brand, championing diversity and pushing for equity

14
00:00:49,680 --> 00:00:52,240
Speaker 1: and corporate America. And So I want to start because

15
00:00:52,680 --> 00:00:55,480
Speaker 1: you wouldn't notice, but I am. This for me feels

16
00:00:55,480 --> 00:00:59,120
Speaker 1: super special because I've been a humongous fan of your

17
00:00:59,160 --> 00:01:03,520
Speaker 1: work for a long time and so to you know,

18
00:01:03,880 --> 00:01:06,520
Speaker 1: we just celebrated two hundred episodes and I feel like

19
00:01:06,800 --> 00:01:10,240
Speaker 1: this interview is what I've been reaching for for two

20
00:01:10,319 --> 00:01:15,240
Speaker 1: hundred episodes. Like to be talking to you. It's special

21
00:01:16,080 --> 00:01:19,200
Speaker 1: and I'm sure you have some sense of what you

22
00:01:19,319 --> 00:01:25,720
Speaker 1: mean to black professionals, black entrepreneurs, black marketers. But I

23
00:01:25,760 --> 00:01:27,360
Speaker 1: want to give your flowers. I want to start this

24
00:01:27,400 --> 00:01:31,040
Speaker 1: all by giving your flowers. Like this is super special

25
00:01:31,120 --> 00:01:34,240
Speaker 1: for me. So I did when I heard when I

26
00:01:34,240 --> 00:01:36,640
Speaker 1: saw this in the three like oh oh, Mars coming

27
00:01:36,680 --> 00:01:39,240
Speaker 1: on the podcast, Like okay, let me get ready for this,

28
00:01:40,240 --> 00:01:42,959
Speaker 1: because I've been thinking about this since we've been doing

29
00:01:42,959 --> 00:01:45,360
Speaker 1: this podcast and two hundred episodes in we hit now.

30
00:01:45,440 --> 00:01:47,440
Speaker 1: So thank you first, Thank you first of all.

31
00:01:48,320 --> 00:01:53,800
Speaker 2: So I'll share my so a couple of things, right,

32
00:01:54,240 --> 00:01:56,720
Speaker 2: I've only done one other podcasts. That was my best

33
00:01:56,760 --> 00:02:00,920
Speaker 2: friend Paul Rivera when you did his first podcast, like

34
00:02:01,040 --> 00:02:02,520
Speaker 2: I want you to go there, cool, I'll do it.

35
00:02:02,960 --> 00:02:04,400
Speaker 3: I didn't think about it a lot, and I haven't

36
00:02:04,440 --> 00:02:06,120
Speaker 3: done any wow.

37
00:02:06,880 --> 00:02:10,000
Speaker 2: So when the team brought it to me, you know, one,

38
00:02:10,040 --> 00:02:12,000
Speaker 2: I look at the name, but then I went and

39
00:02:13,480 --> 00:02:16,640
Speaker 2: I dug in your channel a little bit, and I

40
00:02:16,639 --> 00:02:19,680
Speaker 2: got excited because there's not a lot of this voice

41
00:02:20,280 --> 00:02:24,440
Speaker 2: out in the world and anything I can do to

42
00:02:24,480 --> 00:02:28,320
Speaker 2: help elevate it vice versus you helped me. I mean

43
00:02:28,880 --> 00:02:31,840
Speaker 2: this is where it starts, right, So I truly believe

44
00:02:31,919 --> 00:02:34,639
Speaker 2: in platforms and ideas like this because it gets a

45
00:02:34,639 --> 00:02:36,000
Speaker 2: different point of view off to the world.

46
00:02:37,240 --> 00:02:39,959
Speaker 3: It needs to happen, you know what I mean.

47
00:02:40,160 --> 00:02:43,919
Speaker 2: So look, man, when I got my chance, I just ran.

48
00:02:44,200 --> 00:02:45,520
Speaker 2: Took the ball and I ran, and I was like

49
00:02:45,560 --> 00:02:49,240
Speaker 2: I was running for everybody can imagine, and wherever I

50
00:02:49,240 --> 00:02:52,920
Speaker 2: could find opportunities to like give the ball back or

51
00:02:53,000 --> 00:02:55,320
Speaker 2: you know what I mean, given a system block like

52
00:02:55,800 --> 00:02:56,160
Speaker 2: I'm in.

53
00:02:56,400 --> 00:03:00,120
Speaker 3: So I like the fact that this.

54
00:03:00,320 --> 00:03:05,440
Speaker 2: Used to be me in boardrooms and corporations and making

55
00:03:05,600 --> 00:03:09,720
Speaker 2: space for us. I'm actually in your business. I mean,

56
00:03:09,720 --> 00:03:12,440
Speaker 2: like I'm able to support your business. Like that's different.

57
00:03:12,720 --> 00:03:18,280
Speaker 2: So that's why I did it. And like these things

58
00:03:18,360 --> 00:03:23,640
Speaker 2: don't I don't, I don't. I really value these things

59
00:03:24,560 --> 00:03:26,680
Speaker 2: because you don't get a chance to do it. And

60
00:03:26,720 --> 00:03:29,760
Speaker 2: look on the other side of the camera, right your face.

61
00:03:30,120 --> 00:03:33,680
Speaker 2: You know, we could talk on East Coast Midwest stuff.

62
00:03:34,440 --> 00:03:35,680
Speaker 3: We ain't got to say much, but we know what

63
00:03:35,720 --> 00:03:36,800
Speaker 3: we mean. And I think that's the.

64
00:03:39,200 --> 00:03:41,960
Speaker 2: I want more about community thinking that way, right, and

65
00:03:42,040 --> 00:03:46,360
Speaker 2: having elevated conversations. Our conversations always get cast in one direction, right,

66
00:03:46,600 --> 00:03:49,040
Speaker 2: That's what's on social media, on the on the Instagram,

67
00:03:50,080 --> 00:03:52,480
Speaker 2: and so as you know, I mean, I've watched, I

68
00:03:52,560 --> 00:03:54,960
Speaker 2: listened to you and Kobe. Kobe's one of my good friends, right,

69
00:03:55,040 --> 00:04:02,440
Speaker 2: Kobe Fuller. Kobe's not in that culture thing, right, Covie's living.

70
00:04:02,960 --> 00:04:08,360
Speaker 2: He's representing us in a very profound and different business, right, fantastic.

71
00:04:09,680 --> 00:04:12,240
Speaker 2: People need to see all the voices, right. And I

72
00:04:12,360 --> 00:04:16,839
Speaker 2: think I've always bought him. I've always thought, like I know,

73
00:04:16,920 --> 00:04:20,200
Speaker 2: I got my start by seeing as one of my mentors.

74
00:04:20,240 --> 00:04:24,080
Speaker 2: His name is Trevor Edwards. He was a president in

75
00:04:24,200 --> 00:04:30,039
Speaker 2: Nike when I met him, black like black, like the

76
00:04:30,120 --> 00:04:39,599
Speaker 2: Riverside screen, knew every part of the world that matter

77
00:04:39,760 --> 00:04:42,520
Speaker 2: when it came to culture and like lead in his

78
00:04:42,760 --> 00:04:45,640
Speaker 2: beautiful and big, magnanimous way.

79
00:04:45,839 --> 00:04:47,280
Speaker 3: I don't see him, I don't become e.

80
00:04:48,279 --> 00:04:50,240
Speaker 2: I mean, like if I don't see him, and when

81
00:04:50,240 --> 00:04:53,200
Speaker 2: I see him seem in action, like in the room

82
00:04:53,279 --> 00:04:54,800
Speaker 2: with him as the only.

83
00:04:56,440 --> 00:04:59,040
Speaker 3: Him in the room. I mean, it's get it.

84
00:04:59,360 --> 00:05:04,360
Speaker 2: Think about it, like Nike nineties two thousands, at that

85
00:05:05,160 --> 00:05:09,400
Speaker 2: president level, it's a none of us. Yeah, Jordan was

86
00:05:09,440 --> 00:05:11,400
Speaker 2: still a flying extension, you know what I mean, Like

87
00:05:11,400 --> 00:05:13,359
Speaker 2: it was there was a product and they had black

88
00:05:13,440 --> 00:05:15,320
Speaker 2: athletes but not like Peers.

89
00:05:16,600 --> 00:05:16,960
Speaker 1: Wow.

90
00:05:17,200 --> 00:05:20,520
Speaker 2: And you know, watching him and became a big part

91
00:05:20,560 --> 00:05:22,800
Speaker 2: of like how I thought about the world. I'm like, yo,

92
00:05:22,800 --> 00:05:25,839
Speaker 2: if any kid can take something seeing me, hey, I'm down.

93
00:05:25,680 --> 00:05:26,560
Speaker 3: To do it.

94
00:05:26,720 --> 00:05:28,760
Speaker 2: Because I didn't spend a lot of time with him,

95
00:05:28,800 --> 00:05:31,920
Speaker 2: but he a battery, like the biggest battery. And we're

96
00:05:31,920 --> 00:05:33,920
Speaker 2: still very close to the state to invest in my company,

97
00:05:34,080 --> 00:05:36,480
Speaker 2: Like we're still very close, but he's a huge battery

98
00:05:36,520 --> 00:05:36,760
Speaker 2: for me.

99
00:05:36,920 --> 00:05:37,120
Speaker 3: You know.

100
00:05:37,520 --> 00:05:40,200
Speaker 1: Yeah, I would like if you take that even step

101
00:05:40,240 --> 00:05:42,080
Speaker 1: for people like we just talked about I'm from the Middlewest.

102
00:05:42,120 --> 00:05:45,640
Speaker 1: I'm from Toledo, Ohio, and you just talked about, you know,

103
00:05:46,120 --> 00:05:50,640
Speaker 1: seeing people in spaces that you otherwise didn't see us.

104
00:05:51,120 --> 00:05:54,440
Speaker 1: When I think about my experience growing up here in Toledo,

105
00:05:55,960 --> 00:05:58,559
Speaker 1: I didn't see I saw a black wealth on TV,

106
00:05:59,320 --> 00:06:02,480
Speaker 1: but I never saw with my naked eye, like real,

107
00:06:02,640 --> 00:06:04,960
Speaker 1: with it's tingent, I can touch these people. I saw

108
00:06:05,040 --> 00:06:08,240
Speaker 1: people if you had money growing up where I'm from,

109
00:06:08,279 --> 00:06:10,239
Speaker 1: like you drove a Cadillac and you worked at jeep

110
00:06:10,600 --> 00:06:12,440
Speaker 1: or you were a pastor at a church, and those

111
00:06:12,440 --> 00:06:15,560
Speaker 1: were the people with the manicured lawns. So it wasn't

112
00:06:15,640 --> 00:06:18,920
Speaker 1: until I moved to Atlanta that I saw black wealth

113
00:06:19,040 --> 00:06:22,320
Speaker 1: people younger than I was. They owned, They had nothing

114
00:06:22,360 --> 00:06:23,640
Speaker 1: to do with music, nothing to do with sports, and

115
00:06:23,640 --> 00:06:27,080
Speaker 1: they weren't selling drugs, but they owned businesses or franchises

116
00:06:27,160 --> 00:06:29,760
Speaker 1: or whatever they did. And so I wonder what you

117
00:06:29,800 --> 00:06:34,719
Speaker 1: think about people who come from even further back. Then

118
00:06:35,279 --> 00:06:38,920
Speaker 1: you may have your your starting point. We're just not

119
00:06:38,920 --> 00:06:41,840
Speaker 1: not further back like economically or whatever, but just exposure wise.

120
00:06:44,960 --> 00:06:50,520
Speaker 3: There's a it's a great question because here's here's what

121
00:06:50,600 --> 00:06:51,600
Speaker 3: happened with the executives.

122
00:06:53,560 --> 00:06:59,280
Speaker 2: They typically went academic, right, So they went academic. Some

123
00:06:59,279 --> 00:07:01,800
Speaker 2: people came from sports and with bits, but mostly you

124
00:07:01,800 --> 00:07:05,360
Speaker 2: were an academic and you had to work really hard

125
00:07:05,360 --> 00:07:08,559
Speaker 2: to get into the room. Once you got in the room,

126
00:07:08,839 --> 00:07:11,680
Speaker 2: you weren't giving a green lights to do media if

127
00:07:11,720 --> 00:07:14,360
Speaker 2: you press. So when I got to see you, right,

128
00:07:15,280 --> 00:07:20,920
Speaker 2: and even in your decision making, you couldn't really cast bias, right,

129
00:07:20,960 --> 00:07:23,360
Speaker 2: you actually the most opposite, right you have, I watching

130
00:07:23,360 --> 00:07:27,400
Speaker 2: executives make it harder for black people scared of real

131
00:07:27,480 --> 00:07:33,679
Speaker 2: experienced that, right, it's just over the last.

132
00:07:34,640 --> 00:07:36,720
Speaker 3: Call it fifteen.

133
00:07:36,480 --> 00:07:41,000
Speaker 2: Twenty years where you now have us saying we were

134
00:07:41,080 --> 00:07:44,800
Speaker 2: always there's a very dangerous statement we talk about and

135
00:07:44,840 --> 00:07:47,040
Speaker 2: what we say sometimes we call it a seat at the

136
00:07:47,080 --> 00:07:53,680
Speaker 2: table issue with a seat at the table. The issue

137
00:07:53,680 --> 00:07:58,280
Speaker 2: about that idea is one word. It's the smallest word.

138
00:07:58,320 --> 00:08:04,080
Speaker 3: Sentence, a wow. So when you say acy at the table, right,

139
00:08:04,640 --> 00:08:09,120
Speaker 3: what does that mean? That one one? If I get it,

140
00:08:09,560 --> 00:08:12,000
Speaker 3: I'm not letting it go wow? Right?

141
00:08:12,640 --> 00:08:17,720
Speaker 2: And I think the last twenty years we started to realize, like, yo,

142
00:08:18,240 --> 00:08:21,520
Speaker 2: we're a table, right. Maverickotta said that one we had

143
00:08:21,520 --> 00:08:24,440
Speaker 2: dinner and he's like, you know, with a table, like

144
00:08:24,640 --> 00:08:27,080
Speaker 2: they have to come to our table. We set up

145
00:08:27,200 --> 00:08:31,720
Speaker 2: what happens next. We're the table And I'll never forget

146
00:08:31,720 --> 00:08:35,240
Speaker 2: that moment. A random dinner, there's probably one and good food.

147
00:08:35,679 --> 00:08:37,680
Speaker 2: There's a lot of great things said, but like that

148
00:08:37,880 --> 00:08:39,839
Speaker 2: just stuck with me and said, I never forget it, like.

149
00:08:39,960 --> 00:08:41,079
Speaker 3: We are the table now.

150
00:08:41,080 --> 00:08:43,440
Speaker 2: And Atlanta was a great example of you look at

151
00:08:43,520 --> 00:08:47,080
Speaker 2: Atlanta meant in the nineties, you look at the where

152
00:08:47,120 --> 00:08:49,640
Speaker 2: you could, you know, participate in business and all the

153
00:08:49,640 --> 00:08:50,440
Speaker 2: other economies.

154
00:08:50,920 --> 00:08:54,240
Speaker 3: You look at what's happening now with black engineers in Atlanta.

155
00:08:54,320 --> 00:08:59,439
Speaker 2: So you know, to your point, I think the executives

156
00:08:59,440 --> 00:09:03,160
Speaker 2: of the previous generations just didn't have the platforms. They

157
00:09:03,280 --> 00:09:07,840
Speaker 2: didn't have the the green light to go do media.

158
00:09:08,080 --> 00:09:10,199
Speaker 2: You know, if I was working at Apple, I have

159
00:09:10,280 --> 00:09:12,839
Speaker 2: to get permission to do this podcast. It's a big

160
00:09:12,840 --> 00:09:14,440
Speaker 2: part of why I'm not working at Apple anymore. Which

161
00:09:14,440 --> 00:09:16,120
Speaker 2: I love Apple, by the way. You know, they did

162
00:09:16,200 --> 00:09:18,920
Speaker 2: great by me, but it's like, you gotta get permission

163
00:09:18,920 --> 00:09:23,720
Speaker 2: for this. I built the business, so I had authority

164
00:09:23,760 --> 00:09:25,560
Speaker 2: on ton of me on how I spent my time.

165
00:09:25,640 --> 00:09:29,520
Speaker 2: So it's a new era for us and back to

166
00:09:29,600 --> 00:09:32,160
Speaker 2: the you know, I've seen a dark side of the

167
00:09:32,240 --> 00:09:34,920
Speaker 2: seat at the table. I've watched us take us out.

168
00:09:35,040 --> 00:09:38,800
Speaker 2: I've watched us right because you're defending that ac defending

169
00:09:38,840 --> 00:09:43,200
Speaker 2: that way. And for me, so much of my career

170
00:09:43,280 --> 00:09:46,000
Speaker 2: is like not only how do I go create more tables,

171
00:09:46,320 --> 00:09:48,480
Speaker 2: but then empower those tables to grow? Right, So so

172
00:09:48,559 --> 00:09:50,880
Speaker 2: much of what I'm building now with Hope, it's intelligence

173
00:09:50,920 --> 00:09:54,520
Speaker 2: for me. You know, I'm thinking about all those people

174
00:09:54,559 --> 00:09:58,160
Speaker 2: who don't have access to resources and marketing teams and budgets.

175
00:09:59,320 --> 00:10:04,079
Speaker 2: I want to marketing scale in a way where anybody

176
00:10:04,800 --> 00:10:06,839
Speaker 2: can get access to great marketing thinking.

177
00:10:06,920 --> 00:10:08,160
Speaker 3: So so much of it for me.

178
00:10:08,240 --> 00:10:11,360
Speaker 2: As much as it feels like this big swing and

179
00:10:12,040 --> 00:10:17,719
Speaker 2: AI and enterprise solutions, I'm still thinking about that guy,

180
00:10:17,760 --> 00:10:19,120
Speaker 2: you know what I mean, I'm still thinking about that

181
00:10:19,160 --> 00:10:21,920
Speaker 2: person who wants think about your podcast.

182
00:10:22,000 --> 00:10:23,800
Speaker 3: I think about your real estate. I think about your

183
00:10:23,880 --> 00:10:24,360
Speaker 3: jazz bar.

184
00:10:24,679 --> 00:10:27,600
Speaker 2: Like those are the people that keep me inspired when

185
00:10:27,640 --> 00:10:29,360
Speaker 2: I think about what I got to do in this

186
00:10:29,520 --> 00:10:32,200
Speaker 2: next chapter in my career, and it is.

187
00:10:32,240 --> 00:10:37,679
Speaker 1: There's this quote you said, find the most important things

188
00:10:37,880 --> 00:10:40,360
Speaker 1: that the company is betting on for the future, and

189
00:10:40,440 --> 00:10:41,760
Speaker 1: work on those things.

190
00:10:42,240 --> 00:10:42,400
Speaker 3: You know.

191
00:10:42,400 --> 00:10:45,840
Speaker 1: I don't know if you remember saying that, but they're like,

192
00:10:46,160 --> 00:10:50,040
Speaker 1: when I saw that line, I'm like, that is number one.

193
00:10:50,120 --> 00:10:52,360
Speaker 1: Like only a marketer, I think would come up with

194
00:10:52,480 --> 00:10:54,480
Speaker 1: something like that, because I'm like, you think about positioning

195
00:10:54,520 --> 00:10:58,000
Speaker 1: all the time, and if you take that out of

196
00:10:58,040 --> 00:11:01,760
Speaker 1: the corporation and you think about that sentiment for us

197
00:11:01,800 --> 00:11:05,120
Speaker 1: as a people, people trying to make it even in

198
00:11:05,200 --> 00:11:08,960
Speaker 1: this current climate, what should we be positioning ourselves for?

199
00:11:09,280 --> 00:11:13,800
Speaker 1: If we are trying to create wealth, generational wealth, create businesses,

200
00:11:13,920 --> 00:11:19,360
Speaker 1: create businesses at scale, how should we be thinking about position?

201
00:11:19,440 --> 00:11:23,800
Speaker 2: God? Look, I mean I was you know again interest

202
00:11:23,840 --> 00:11:27,040
Speaker 2: in learning about you? I was gonna post yesterday on

203
00:11:27,080 --> 00:11:32,880
Speaker 2: deep seat right, Like, I'm telling everyone that looks like me,

204
00:11:33,080 --> 00:11:33,880
Speaker 2: you now have.

205
00:11:33,960 --> 00:11:39,679
Speaker 3: To start to use this technology. Why old technology.

206
00:11:39,679 --> 00:11:41,839
Speaker 2: You have to learn language Python, C plus plus, like

207
00:11:41,880 --> 00:11:42,920
Speaker 2: you have to go to school, you have to get

208
00:11:42,920 --> 00:11:49,199
Speaker 2: an engineering degree because STEM wasn't huge in our schools.

209
00:11:49,720 --> 00:11:53,000
Speaker 2: STEM is a precursor to there's this we're out of

210
00:11:53,040 --> 00:11:57,440
Speaker 2: the system of technology. But with these language models and

211
00:11:57,480 --> 00:12:02,679
Speaker 2: the interface being what you say and what you type,

212
00:12:03,000 --> 00:12:07,120
Speaker 2: it's now bought the technical burden of like knowing way

213
00:12:07,160 --> 00:12:12,960
Speaker 2: way down, so we now have the ability two. How

214
00:12:13,000 --> 00:12:14,840
Speaker 2: many people have you met in Ohio had a great

215
00:12:14,880 --> 00:12:18,719
Speaker 2: business idea but couldn't write a business plan. How many

216
00:12:18,760 --> 00:12:21,800
Speaker 2: people you met the great idea they funded, they found

217
00:12:21,800 --> 00:12:24,079
Speaker 2: a way to get it done, and couldn't market it effectively.

218
00:12:25,559 --> 00:12:28,680
Speaker 3: That's what inspires me.

219
00:12:28,880 --> 00:12:32,720
Speaker 2: So as I'm teaching you know this marketing operating system

220
00:12:32,760 --> 00:12:37,720
Speaker 2: that we're building oks intelligence is it's used by Bissan

221
00:12:37,880 --> 00:12:41,480
Speaker 2: and they'll be big brands NBA using it. What gets

222
00:12:41,720 --> 00:12:45,280
Speaker 2: me excited is the everyday person who can now get

223
00:12:45,320 --> 00:12:49,720
Speaker 2: access to whether it's Omar Johnson's brain or brain like

224
00:12:49,840 --> 00:12:54,120
Speaker 2: mind for a fraction of the cost and do it

225
00:12:54,480 --> 00:12:57,200
Speaker 2: while they're sleeping, I mean, while I'm sleeping, or do it?

226
00:12:57,240 --> 00:12:57,640
Speaker 3: You know what I mean.

227
00:12:57,920 --> 00:13:02,880
Speaker 2: There's this democratization of the information that these new platforms

228
00:13:02,920 --> 00:13:05,480
Speaker 2: give us. So as we start thinking about the future,

229
00:13:07,320 --> 00:13:09,520
Speaker 2: you know, my journey has been pretty interesting, right, So

230
00:13:10,679 --> 00:13:14,480
Speaker 2: science kid goes to craft, goes to Campos, works with

231
00:13:14,600 --> 00:13:18,960
Speaker 2: Coked for a little while, goes to Nike. You know, multiplack. People,

232
00:13:19,000 --> 00:13:23,000
Speaker 2: you've done You're like, I mean, Nik you sneakly is like,

233
00:13:23,040 --> 00:13:25,080
Speaker 2: you're done, right, But I learned how to storytell. There

234
00:13:25,920 --> 00:13:29,040
Speaker 2: go to this startup which people Tomail's crazy. A lot

235
00:13:29,040 --> 00:13:30,600
Speaker 2: of people look just like me. It was like, what

236
00:13:30,640 --> 00:13:33,199
Speaker 2: are you doing? You go into a seven hundred million

237
00:13:33,240 --> 00:13:36,280
Speaker 2: dollar category to go fight for space? We have seven

238
00:13:36,760 --> 00:13:40,559
Speaker 2: million dollars sneaker, like two or three sneakers.

239
00:13:40,200 --> 00:13:42,880
Speaker 3: That make seven hundred million dollars.

240
00:13:43,800 --> 00:13:46,920
Speaker 2: Three things are as big as a whole category. You're

241
00:13:46,920 --> 00:13:50,640
Speaker 2: going to fight And so those people look like me.

242
00:13:50,720 --> 00:13:52,480
Speaker 3: You know what I mean? Something I was done stupid,

243
00:13:52,559 --> 00:13:53,720
Speaker 3: but that worked out right.

244
00:13:53,840 --> 00:13:58,760
Speaker 2: Got to build something from scratch Apple, and then you

245
00:13:58,920 --> 00:14:02,080
Speaker 2: get these jobs. You've been tulate VP of marketing Apple,

246
00:14:03,120 --> 00:14:07,680
Speaker 2: every fortune one hundred company. Most of them called me

247
00:14:07,720 --> 00:14:12,160
Speaker 2: at some point, and you can I did the interviews

248
00:14:12,200 --> 00:14:12,960
Speaker 2: just for the information.

249
00:14:13,120 --> 00:14:14,680
Speaker 3: I didn't really want to take your job.

250
00:14:14,720 --> 00:14:17,920
Speaker 2: I always had a vision of building something that could

251
00:14:17,960 --> 00:14:20,200
Speaker 2: democratize what I knew to the masses.

252
00:14:21,320 --> 00:14:24,240
Speaker 3: And I learned about technology from Apple.

253
00:14:24,320 --> 00:14:26,280
Speaker 2: I learned about it as a function of being on

254
00:14:26,320 --> 00:14:30,200
Speaker 2: the board of Qualtrics and seeing both qual Tricks and SAP,

255
00:14:31,120 --> 00:14:35,280
Speaker 2: and the moment I learned about how much I could

256
00:14:35,320 --> 00:14:40,000
Speaker 2: scale my brain through technology, it was a note brainer

257
00:14:40,080 --> 00:14:42,520
Speaker 2: decision for me to go off and build something.

258
00:14:44,680 --> 00:14:45,600
Speaker 3: The magic of.

259
00:14:45,480 --> 00:14:48,200
Speaker 2: What we built is we started off thinking more enterprise

260
00:14:48,240 --> 00:14:50,840
Speaker 2: software and SaaS, and then you look at all these

261
00:14:51,360 --> 00:14:53,680
Speaker 2: what's happening with AI and what's happened with these large

262
00:14:53,720 --> 00:14:57,600
Speaker 2: language models, It's just accelerated. I couldn't find a tech

263
00:14:57,640 --> 00:15:03,120
Speaker 2: stack to consistently mimic me. Now I'm a machine that

264
00:15:03,200 --> 00:15:05,840
Speaker 2: does it, and it does it in multiple different languages.

265
00:15:06,600 --> 00:15:07,240
Speaker 3: So I'm.

266
00:15:09,840 --> 00:15:14,120
Speaker 2: Telling anyone that looks like me but also may not

267
00:15:14,200 --> 00:15:17,520
Speaker 2: have my education, that may not have the perfect Queen's English,

268
00:15:17,640 --> 00:15:22,600
Speaker 2: like these models are a big unlock for them. They've

269
00:15:22,640 --> 00:15:25,160
Speaker 2: been a giina luck for me, and I've been pretty successful.

270
00:15:25,440 --> 00:15:27,840
Speaker 2: But I also think that there is a big unlock

271
00:15:28,000 --> 00:15:30,840
Speaker 2: for again, we all know that women, that guy who

272
00:15:30,880 --> 00:15:32,840
Speaker 2: had a great idea who couldn't get a bank loan.

273
00:15:33,760 --> 00:15:36,560
Speaker 3: You can prompt a business plan today, and.

274
00:15:36,520 --> 00:15:38,560
Speaker 2: You can prompt it be formal. You can prompt to

275
00:15:38,560 --> 00:15:43,600
Speaker 2: be super financi like. That's all just a question to ask.

276
00:15:44,560 --> 00:15:49,200
Speaker 2: So again, as I think about, you know, my future

277
00:15:49,760 --> 00:15:52,920
Speaker 2: and what I'm encouraging every other executive who looks like

278
00:15:53,000 --> 00:15:55,680
Speaker 2: me or not to do, a lot of it lives

279
00:15:56,000 --> 00:15:57,120
Speaker 2: in the world of AI.

280
00:15:57,760 --> 00:15:59,200
Speaker 3: A lot of it lives.

281
00:15:59,240 --> 00:16:03,360
Speaker 2: In product that we're building so that you can get

282
00:16:03,360 --> 00:16:06,640
Speaker 2: access to amazing marketing for not time to cash.

283
00:16:07,520 --> 00:16:11,360
Speaker 1: Yeah, you mentioned that a post posts yesterday, and actually

284
00:16:11,760 --> 00:16:15,360
Speaker 1: that post with biggest than any other posts I've ever had.

285
00:16:15,440 --> 00:16:19,760
Speaker 1: And what shocked me about that post was it was

286
00:16:19,760 --> 00:16:22,360
Speaker 1: actually a little disconcerting because I was reading the comments

287
00:16:22,400 --> 00:16:24,760
Speaker 1: and I'm like, y'all have totally missed what I was

288
00:16:24,800 --> 00:16:27,120
Speaker 1: trying to say in this. And I'm not trying to

289
00:16:27,120 --> 00:16:29,720
Speaker 1: get into all the deep seak you know whatever. It's

290
00:16:29,760 --> 00:16:32,720
Speaker 1: about their privacy, that's not the point. But I'm like,

291
00:16:32,920 --> 00:16:37,640
Speaker 1: we are missing the plot here, and so my my

292
00:16:37,760 --> 00:16:40,800
Speaker 1: question to you is more so about what are we

293
00:16:40,880 --> 00:16:44,840
Speaker 1: also missing about this AI conversation. When we can hear

294
00:16:45,080 --> 00:16:48,360
Speaker 1: about an open AI you know, takes one hundred billion

295
00:16:48,400 --> 00:16:50,360
Speaker 1: dollars or whatever it takes to build it, but then

296
00:16:50,360 --> 00:16:52,520
Speaker 1: you got this Chinese company it doesn't for five million

297
00:16:52,560 --> 00:16:56,760
Speaker 1: and probably better arguably arguably you know, depending on who

298
00:16:56,760 --> 00:17:01,400
Speaker 1: you ask. But that also tells me that when you

299
00:17:01,480 --> 00:17:03,560
Speaker 1: hear like an Isaac Hayes say, you know, we can

300
00:17:03,600 --> 00:17:06,879
Speaker 1: build our own social media, but he's up against the

301
00:17:06,920 --> 00:17:09,800
Speaker 1: Facebook and the Instagram, he's probably not wrong. But we

302
00:17:09,960 --> 00:17:15,000
Speaker 1: are the people who determine whether we find success, and

303
00:17:15,280 --> 00:17:17,760
Speaker 1: it's not necessarily how much you will funded, but are

304
00:17:17,880 --> 00:17:20,280
Speaker 1: to your point, we are the table and so they

305
00:17:20,400 --> 00:17:23,480
Speaker 1: got to come to us. And so that's a lot there.

306
00:17:23,520 --> 00:17:25,800
Speaker 1: But can you I'm just throwing those ideas at you and.

307
00:17:27,160 --> 00:17:28,440
Speaker 3: I can punch through it pretty quickly.

308
00:17:28,480 --> 00:17:34,600
Speaker 2: Right. So, I thought your post was spot on informationally,

309
00:17:36,880 --> 00:17:41,080
Speaker 2: because what you were talking about is the most important

310
00:17:41,080 --> 00:17:44,800
Speaker 2: thing when it comes to AI, the system that we're building.

311
00:17:45,480 --> 00:17:48,159
Speaker 2: I believe these elements will become commodities, full stop. I

312
00:17:48,160 --> 00:17:51,000
Speaker 2: do believe they will become commodities. Okay, they will become

313
00:17:51,119 --> 00:17:55,600
Speaker 2: like cable service providers or cell phone service I do

314
00:17:55,800 --> 00:17:59,560
Speaker 2: believe like that's the destiny for those owners.

315
00:18:00,040 --> 00:18:00,200
Speaker 3: Right.

316
00:18:01,760 --> 00:18:03,960
Speaker 2: But what you tapped on, and it's the thing that

317
00:18:04,000 --> 00:18:08,000
Speaker 2: I'm trying to teach every person is it's your.

318
00:18:07,920 --> 00:18:13,000
Speaker 3: Opinions that matter. What what makes our marketing operating.

319
00:18:12,600 --> 00:18:15,600
Speaker 2: System special is all the times I've been front Row

320
00:18:15,640 --> 00:18:19,560
Speaker 2: and Fashion Week, me being in Brooklyn, me being in accurate,

321
00:18:19,880 --> 00:18:24,560
Speaker 2: me being in you know, Broward County, me being in Kallio,

322
00:18:24,920 --> 00:18:29,120
Speaker 2: me being in content. That's what makes our AI special.

323
00:18:29,760 --> 00:18:33,520
Speaker 2: We all have experiences like that, right, which becomes our

324
00:18:33,840 --> 00:18:37,600
Speaker 2: special version of what these machines need to do. So

325
00:18:37,960 --> 00:18:41,400
Speaker 2: I love about your comment is you're teaching people that

326
00:18:41,600 --> 00:18:43,720
Speaker 2: we are teaching these machines. So I have my We

327
00:18:43,920 --> 00:18:46,800
Speaker 2: run our own system, we build our own knowledge basis.

328
00:18:46,920 --> 00:18:48,200
Speaker 3: AT are focused on marketing.

329
00:18:48,840 --> 00:18:50,960
Speaker 2: But to your point, people need to understand that, yes,

330
00:18:50,960 --> 00:18:53,440
Speaker 2: we want you to use it, but you are training

331
00:18:53,600 --> 00:18:58,520
Speaker 2: a model and informations. Privacy is I'll just talk to

332
00:18:58,560 --> 00:19:01,479
Speaker 2: a good friend and she's a president over at Signal

333
00:19:01,840 --> 00:19:06,160
Speaker 2: and her focus is privacy, and she will tell you

334
00:19:06,240 --> 00:19:10,600
Speaker 2: the dangers of just these open platforms where they're trying.

335
00:19:11,359 --> 00:19:14,200
Speaker 3: I thought your post was great, so I didn't read

336
00:19:14,200 --> 00:19:14,639
Speaker 3: the comments.

337
00:19:14,640 --> 00:19:19,080
Speaker 2: I'm not a common trol. So I don't know what

338
00:19:19,720 --> 00:19:23,360
Speaker 2: that was good or bad, but I thought it was pointed,

339
00:19:23,480 --> 00:19:28,120
Speaker 2: perfect and a good dimension of information people need to know, right,

340
00:19:28,200 --> 00:19:31,280
Speaker 2: So get back to what we're doing. We're taking all

341
00:19:31,320 --> 00:19:34,680
Speaker 2: of our marketing knowledge over the last twenty five years

342
00:19:34,680 --> 00:19:37,879
Speaker 2: for me and some other amazing people.

343
00:19:38,280 --> 00:19:39,679
Speaker 3: We're curative that knowledge.

344
00:19:39,680 --> 00:19:43,639
Speaker 2: We're academically sort of packaging that knowledge into knowledge bases,

345
00:19:44,119 --> 00:19:47,240
Speaker 2: and that's what we use to tame these lms and

346
00:19:47,280 --> 00:19:50,560
Speaker 2: make them give response that Omark Johnson would give. That's

347
00:19:50,560 --> 00:19:53,359
Speaker 2: how we treat the system. That's how we teach the

348
00:19:53,440 --> 00:19:56,920
Speaker 2: system to know it's but we also protect that information

349
00:19:57,000 --> 00:20:02,160
Speaker 2: because it's it's all we have. It's empowering and it's

350
00:20:02,200 --> 00:20:08,240
Speaker 2: also right. We've watched other industries where you know, outsiders

351
00:20:09,160 --> 00:20:13,280
Speaker 2: take our intellectual property and then chargers back for it

352
00:20:13,440 --> 00:20:15,840
Speaker 2: or do crazy things with it. This is one of

353
00:20:15,920 --> 00:20:19,399
Speaker 2: the few opportunities where we can actually go and shape

354
00:20:20,200 --> 00:20:27,280
Speaker 2: meaningful corporate data in different places that can be monetizing

355
00:20:27,400 --> 00:20:30,080
Speaker 2: very different ways. So again, it's exciting, but I thought

356
00:20:30,080 --> 00:20:33,520
Speaker 2: your post like it just hit it and it was

357
00:20:33,600 --> 00:20:38,160
Speaker 2: another dimension of information that people need to understand.

358
00:20:38,760 --> 00:20:41,040
Speaker 3: So that's what you know. I appreciate it.

359
00:20:42,760 --> 00:20:46,080
Speaker 1: Through AT and t's Dreaming Black platform. Connectivity is more

360
00:20:46,119 --> 00:20:49,120
Speaker 1: than tech. It's about tapping into the people and resources

361
00:20:49,119 --> 00:20:52,439
Speaker 1: that move us forward. As an entrepreneur, connectivity has been

362
00:20:52,480 --> 00:20:55,800
Speaker 1: the key to every move I've made. Building businesses like Creatio,

363
00:20:56,040 --> 00:20:58,400
Speaker 1: toe House and Black Tech Green Money has been more

364
00:20:58,440 --> 00:21:01,600
Speaker 1: than just about creating products. It's about creating spaces where

365
00:21:01,640 --> 00:21:05,480
Speaker 1: black entrepreneurs can thrive, connect and push forward together. Dreaming

366
00:21:05,520 --> 00:21:07,720
Speaker 1: in Black for me means seeing the gaps and access

367
00:21:07,720 --> 00:21:11,480
Speaker 1: and opportunity and filling them with innovation, community, and ownership.

368
00:21:11,840 --> 00:21:15,080
Speaker 1: Whether it's helping small businesses find the financial expertise they

369
00:21:15,160 --> 00:21:18,320
Speaker 1: need or developing tech to empower creatives. I believe our

370
00:21:18,400 --> 00:21:21,400
Speaker 1: dreams are the blueprint for the next generation of change makers.

371
00:21:21,600 --> 00:21:24,440
Speaker 1: This Black History Month, AT and T is celebrating those

372
00:21:24,440 --> 00:21:26,359
Speaker 1: who dare the dream and have paid the way for

373
00:21:26,400 --> 00:21:29,240
Speaker 1: the next wave of change makers. On February twenty eighth,

374
00:21:29,520 --> 00:21:31,880
Speaker 1: had to at ATT on Instagram to see how they're

375
00:21:31,920 --> 00:21:35,640
Speaker 1: powering meaningful connections in the community. Music artists and entrepreneur

376
00:21:35,760 --> 00:21:39,160
Speaker 1: Larry June and entrepreneur Esther Wallace of Player Society share

377
00:21:39,240 --> 00:21:42,880
Speaker 1: game on their journeys and why representation in business matters. Oh,

378
00:21:43,080 --> 00:21:45,120
Speaker 1: and AT and T just changed the game for one

379
00:21:45,119 --> 00:21:48,639
Speaker 1: small business owner, dropping ten thousand dollars a Samsung S

380
00:21:48,680 --> 00:21:51,119
Speaker 1: twenty five with one year service. They'll be paired with

381
00:21:51,160 --> 00:21:53,960
Speaker 1: an influential mentor a connection kit to help them grow

382
00:21:53,960 --> 00:21:57,040
Speaker 1: to their business, a vip Essence Fest twenty twenty five trip,

383
00:21:57,240 --> 00:22:00,199
Speaker 1: and a Customed Dream in black varsity jacket, a t

384
00:22:00,520 --> 00:22:02,880
Speaker 1: don Com slash stream in black to check it all out,

385
00:22:03,080 --> 00:22:11,439
Speaker 1: because connecting changes everything. So there's this concept again. I've

386
00:22:11,480 --> 00:22:13,760
Speaker 1: heard you talk about like this lazy marketing and when

387
00:22:13,800 --> 00:22:17,840
Speaker 1: you think about how we are taught and marketing of like, okay,

388
00:22:17,880 --> 00:22:21,959
Speaker 1: put people into these categories, you know, race, gender, you know,

389
00:22:22,400 --> 00:22:26,320
Speaker 1: sexual orientation, and then based on that, this is how

390
00:22:26,359 --> 00:22:29,760
Speaker 1: we need to talk to them. And I've heard you

391
00:22:29,840 --> 00:22:33,200
Speaker 1: touch on the story that that individual has is probably

392
00:22:33,240 --> 00:22:36,879
Speaker 1: more important. So can you talk about how what I'm

393
00:22:36,920 --> 00:22:40,280
Speaker 1: gonna let you define better lazy marketing and how we

394
00:22:40,320 --> 00:22:42,280
Speaker 1: should actually be thinking about how to tell stories.

395
00:22:42,800 --> 00:22:45,919
Speaker 2: Yeah, so some of it's lazy and some of it is.

396
00:22:46,840 --> 00:22:49,239
Speaker 2: You know, the way traditional marketing is you're eventually end

397
00:22:49,280 --> 00:22:52,000
Speaker 2: up buying paid media, which is typically sold by demographics.

398
00:22:52,119 --> 00:22:53,879
Speaker 2: So some of it is because of it and and

399
00:22:53,920 --> 00:23:01,040
Speaker 2: some of it's I call it lazy. Static demographic pictures

400
00:23:01,640 --> 00:23:05,520
Speaker 2: worked when back in the eighties, we lived.

401
00:23:05,320 --> 00:23:07,879
Speaker 3: In our neighborhood. Right, you were in the Midwest.

402
00:23:08,000 --> 00:23:09,840
Speaker 2: Yeah, you had a TV and sort of Cosby Show,

403
00:23:09,880 --> 00:23:13,680
Speaker 2: but your everyday life was that neighborhood. Right, the phone calls,

404
00:23:13,960 --> 00:23:15,840
Speaker 2: had the phone with the cord on it. Everything was

405
00:23:15,920 --> 00:23:16,640
Speaker 2: very small.

406
00:23:17,080 --> 00:23:20,240
Speaker 3: Right. We had TVs, yes, but it didn't feel as close.

407
00:23:20,280 --> 00:23:22,600
Speaker 2: It was always in the TV box, right, But our

408
00:23:22,600 --> 00:23:23,880
Speaker 2: neighborhood felt very real.

409
00:23:24,040 --> 00:23:28,840
Speaker 3: Our corner store felt very real, like in that moment

410
00:23:28,840 --> 00:23:29,120
Speaker 3: in time.

411
00:23:29,200 --> 00:23:32,200
Speaker 2: Demographics work well because we live in the same neighborhoods.

412
00:23:32,240 --> 00:23:32,960
Speaker 3: We see the same.

413
00:23:32,760 --> 00:23:35,959
Speaker 2: Cars dropping by, right, you saw the same wealth from

414
00:23:36,040 --> 00:23:40,600
Speaker 2: different plays. Like, we had these pockets of behavior that

415
00:23:40,680 --> 00:23:43,760
Speaker 2: were shaped by where we lived in these observable things

416
00:23:44,440 --> 00:23:49,960
Speaker 2: like race, income level, address, right, And that's where demographics

417
00:23:49,960 --> 00:23:57,040
Speaker 2: were based. When you look at the digital revolution, I

418
00:23:57,080 --> 00:24:04,520
Speaker 2: have a kid who is deeply interested in and Latin basketball, ceramics,

419
00:24:05,040 --> 00:24:11,080
Speaker 2: loves Tokyo. Like that breaks the demographic rules of a

420
00:24:11,200 --> 00:24:15,640
Speaker 2: thirteen year old black kid. But that's the real world

421
00:24:15,680 --> 00:24:19,239
Speaker 2: we live in today. So lazy marketing goes thirteen year

422
00:24:19,240 --> 00:24:25,119
Speaker 2: old blackett. And you know what every executive, we know,

423
00:24:25,160 --> 00:24:27,640
Speaker 2: the complexion of a lot of executives in the corporate world,

424
00:24:28,040 --> 00:24:30,320
Speaker 2: says about that thirteen year old black kid, right, And

425
00:24:30,359 --> 00:24:34,359
Speaker 2: it's some combination of Trayvon Martin and some young kid

426
00:24:34,400 --> 00:24:36,199
Speaker 2: they see on a TV show, which you know how

427
00:24:36,240 --> 00:24:37,960
Speaker 2: we typically cats and TV shows.

428
00:24:38,240 --> 00:24:42,240
Speaker 3: Right, that's a thirteen year old blacket. It's so fortunate.

429
00:24:43,800 --> 00:24:46,439
Speaker 2: Right, my son just got all honors in one of

430
00:24:46,480 --> 00:24:52,879
Speaker 2: the toughest schools here in La Again, passport, multiple stamps,

431
00:24:53,280 --> 00:24:55,840
Speaker 2: love sashimi demographics tell.

432
00:24:55,680 --> 00:24:58,360
Speaker 3: You remember that story? Right, So that's right?

433
00:24:58,359 --> 00:25:00,520
Speaker 2: When I mean when a lazy marketing So the way

434
00:25:00,600 --> 00:25:03,680
Speaker 2: we've trained our system that opus intelligence, and this is

435
00:25:03,880 --> 00:25:04,840
Speaker 2: marketing operating system.

436
00:25:04,880 --> 00:25:05,280
Speaker 3: We're a building.

437
00:25:05,640 --> 00:25:08,560
Speaker 2: We've trained it to see behavior. We trained to see

438
00:25:08,560 --> 00:25:13,439
Speaker 2: shared interest like sashii and sushi, like ceramics.

439
00:25:13,880 --> 00:25:14,040
Speaker 3: Right.

440
00:25:14,800 --> 00:25:17,000
Speaker 2: He also loves Greek and Roman mythology, right, which is

441
00:25:17,040 --> 00:25:17,840
Speaker 2: why he takes Latin.

442
00:25:18,440 --> 00:25:18,600
Speaker 3: Right.

443
00:25:18,680 --> 00:25:21,440
Speaker 2: So we're we're in Florence a couple of years ago

444
00:25:21,560 --> 00:25:26,160
Speaker 2: and we're taking a tour the museum Curiy to ask

445
00:25:26,280 --> 00:25:28,719
Speaker 2: a question to the group that nobody had ever gotten, right,

446
00:25:28,880 --> 00:25:31,159
Speaker 2: you know, gets it right, youngest kid there, my.

447
00:25:31,240 --> 00:25:34,560
Speaker 3: Son, right, that breaks every demographic rule.

448
00:25:34,640 --> 00:25:40,560
Speaker 2: He should not know that much about Greek and Roman mythology,

449
00:25:40,680 --> 00:25:43,320
Speaker 2: but he does. And if you just look at the

450
00:25:43,359 --> 00:25:46,520
Speaker 2: books that he reads or the social media that he follows,

451
00:25:46,600 --> 00:25:49,320
Speaker 2: if you actually take an honest look at him, and

452
00:25:49,400 --> 00:25:51,399
Speaker 2: that's the power for a lot of new technology. We

453
00:25:51,400 --> 00:25:53,920
Speaker 2: can look at behavior. We can see interest, we can

454
00:25:53,960 --> 00:25:57,160
Speaker 2: see passions, we can see affinities. And when you can

455
00:25:57,200 --> 00:25:59,400
Speaker 2: see those things, then you can market to them.

456
00:26:00,080 --> 00:26:00,280
Speaker 3: Yeah.

457
00:26:00,720 --> 00:26:05,119
Speaker 2: The other you know, the big thing that happens is

458
00:26:06,960 --> 00:26:09,600
Speaker 2: people think demographics are a way to get to size.

459
00:26:09,880 --> 00:26:13,400
Speaker 3: It's not. Interest is a way to get to size. Right.

460
00:26:13,480 --> 00:26:15,520
Speaker 3: I remember, give me a funny one. I was on

461
00:26:15,640 --> 00:26:20,159
Speaker 3: set one time with Cam Newton and.

462
00:26:22,040 --> 00:26:29,520
Speaker 2: Cam Newton in the NFL was Superman physically, I don't know,

463
00:26:30,240 --> 00:26:35,960
Speaker 2: you don't get it on camera, tall chisel like it

464
00:26:36,000 --> 00:26:39,640
Speaker 2: was what every quarterback would love to be physically use that.

465
00:26:40,240 --> 00:26:43,280
Speaker 3: Right, So that one day on spray and water, I

466
00:26:43,320 --> 00:26:48,359
Speaker 3: don't right, So what are you doing? So are you

467
00:26:48,359 --> 00:26:49,360
Speaker 3: sweating the spraying morning?

468
00:26:49,520 --> 00:26:55,840
Speaker 2: I'm sweat already, And I was like, yo, these headphones

469
00:26:56,480 --> 00:26:57,280
Speaker 2: we sell.

470
00:26:57,119 --> 00:27:01,320
Speaker 3: Them to white women in the Midwest. Yeah, we got

471
00:27:01,320 --> 00:27:02,960
Speaker 3: the kid brook, we get to kill a Comton, We

472
00:27:03,040 --> 00:27:03,720
Speaker 3: got them are ready.

473
00:27:04,280 --> 00:27:07,760
Speaker 2: But that man, it was she buys three pair because

474
00:27:07,800 --> 00:27:12,200
Speaker 2: she's got a few kids that play AU sports, Some

475
00:27:12,240 --> 00:27:16,200
Speaker 2: suck some dope and they feel a little bit better

476
00:27:16,359 --> 00:27:19,159
Speaker 2: when they have these headphones on because of you. But

477
00:27:20,600 --> 00:27:24,119
Speaker 2: it's a little sweat the muscles listening. Now she likes

478
00:27:24,160 --> 00:27:27,480
Speaker 2: you too, I might sell a fourth pair, right. It's

479
00:27:28,000 --> 00:27:32,200
Speaker 2: when you look at that share interest of I have kids,

480
00:27:32,320 --> 00:27:34,679
Speaker 2: I'm paying a lot of money for AAU sports. I

481
00:27:34,720 --> 00:27:38,320
Speaker 2: want them to perform, right. They want nikes, I buy nikes.

482
00:27:38,640 --> 00:27:41,760
Speaker 2: They want wristbands and sleeves, and I buy them that

483
00:27:42,560 --> 00:27:44,760
Speaker 2: buying basket own basketball.

484
00:27:45,440 --> 00:27:45,840
Speaker 3: I live it.

485
00:27:45,920 --> 00:27:50,200
Speaker 2: Right, So I was like, and I buy midphones, right,

486
00:27:50,320 --> 00:27:51,600
Speaker 2: and then I might buy myself a pair.

487
00:27:52,119 --> 00:27:54,800
Speaker 3: That's all a function to shared interests. Right.

488
00:27:54,960 --> 00:28:00,399
Speaker 2: So again, when we started building this operating system, we

489
00:28:00,560 --> 00:28:06,080
Speaker 2: don't have it. Look at black athlete from Atlanta, right,

490
00:28:06,880 --> 00:28:09,840
Speaker 2: then you do all the math. You know Cam Newton's story,

491
00:28:10,240 --> 00:28:12,920
Speaker 2: you know what happened at Florida. Then then he became

492
00:28:12,920 --> 00:28:15,920
Speaker 2: a national champion. And when you right, but like, the

493
00:28:15,960 --> 00:28:19,200
Speaker 2: internet tells a very different story about the guy versus

494
00:28:19,960 --> 00:28:22,399
Speaker 2: how I saw him, which was his ability to go

495
00:28:22,520 --> 00:28:25,480
Speaker 2: get that white lady in the Midwest by Fort Parenthon.

496
00:28:26,640 --> 00:28:28,119
Speaker 3: That's all the functions shared interest.

497
00:28:28,119 --> 00:28:32,240
Speaker 2: So back to your point around being lazy, some of

498
00:28:32,240 --> 00:28:33,960
Speaker 2: it is lazy and sala it's just the way things

499
00:28:33,960 --> 00:28:34,960
Speaker 2: were done.

500
00:28:35,240 --> 00:28:37,359
Speaker 3: But now we have an ability to look at the

501
00:28:37,359 --> 00:28:37,800
Speaker 3: world in a.

502
00:28:37,840 --> 00:28:40,840
Speaker 2: Very different lens. So my looking at that lens was

503
00:28:40,840 --> 00:28:43,080
Speaker 2: what I used the beats. As you can tell, I

504
00:28:43,160 --> 00:28:45,520
Speaker 2: just now have a system that can mimic that thinking

505
00:28:45,560 --> 00:28:49,360
Speaker 2: across any category. That's the delta between then and now. Right,

506
00:28:51,280 --> 00:28:53,720
Speaker 2: last thing I'll say here is I just said something.

507
00:28:55,640 --> 00:28:59,200
Speaker 3: On a on a keynote this morning that you might

508
00:28:59,240 --> 00:29:01,960
Speaker 3: find interest, and it was.

509
00:29:02,240 --> 00:29:04,000
Speaker 2: It was like an AHA moment for me a couple

510
00:29:04,040 --> 00:29:07,080
Speaker 2: of weeks ago where I'm talking to our CTO and

511
00:29:07,240 --> 00:29:09,120
Speaker 2: you know, he gets pissed off of meal at times.

512
00:29:09,120 --> 00:29:10,720
Speaker 2: It's like, oh, you care too much about the tech.

513
00:29:10,760 --> 00:29:12,440
Speaker 2: He's like, everybody has the same tech. We all have

514
00:29:12,520 --> 00:29:14,080
Speaker 2: longa we all have these things. I'm a plumber.

515
00:29:14,120 --> 00:29:14,960
Speaker 3: I just make it work.

516
00:29:15,320 --> 00:29:17,760
Speaker 2: But the real magic is the vision that you have

517
00:29:18,040 --> 00:29:20,840
Speaker 2: and your point of view expressed upon the technology. Right,

518
00:29:21,040 --> 00:29:23,160
Speaker 2: I'm always kind of bowing down stairs take things like nah,

519
00:29:23,200 --> 00:29:26,240
Speaker 2: it's like we have the same tech stack and whenever

520
00:29:26,280 --> 00:29:28,200
Speaker 2: I build somebody can use it app and like pull

521
00:29:28,240 --> 00:29:28,720
Speaker 2: the same thing.

522
00:29:28,760 --> 00:29:31,480
Speaker 3: What matters is your opinions, right, What matters.

523
00:29:31,200 --> 00:29:33,880
Speaker 2: Is what you think things should be in all your experience,

524
00:29:34,400 --> 00:29:36,720
Speaker 2: all the sports stuff and the ads and the music

525
00:29:36,760 --> 00:29:40,440
Speaker 2: video placements, all those things are what matter in the

526
00:29:40,480 --> 00:29:41,400
Speaker 2: system you're building.

527
00:29:41,560 --> 00:29:43,959
Speaker 3: Not the tech stack we use, not the LLL them

528
00:29:44,000 --> 00:29:44,360
Speaker 3: we use.

529
00:29:44,400 --> 00:29:48,760
Speaker 2: We have a RAG system, we can use, Claude, Mistro,

530
00:29:49,120 --> 00:29:50,440
Speaker 2: Deep Seek, we can use them all.

531
00:29:50,720 --> 00:29:52,000
Speaker 3: So that's not the magic.

532
00:29:52,200 --> 00:29:54,760
Speaker 2: The magic is our opinions. What do I tell the

533
00:29:54,800 --> 00:29:59,280
Speaker 2: machine to do? And my big aha moment? And I

534
00:29:59,320 --> 00:30:03,040
Speaker 2: hope somebody on the other side of this really gets this.

535
00:30:04,240 --> 00:30:05,800
Speaker 2: People say, what do you do? What have I done

536
00:30:05,840 --> 00:30:08,000
Speaker 2: in the past of my career? A lot of creative,

537
00:30:08,240 --> 00:30:12,240
Speaker 2: a lot of marketing, a lot of leadership cool a

538
00:30:12,280 --> 00:30:16,560
Speaker 2: good marketer from a bad marketer. The delta is a

539
00:30:16,600 --> 00:30:22,360
Speaker 2: function of like how well they give direction to people

540
00:30:22,560 --> 00:30:26,240
Speaker 2: on what to do and what not to do. Shoot this,

541
00:30:26,720 --> 00:30:31,480
Speaker 2: Shoot that, here's a script director, get this, get that.

542
00:30:31,480 --> 00:30:37,040
Speaker 2: That's what a great marketer does is give direction and

543
00:30:37,200 --> 00:30:41,520
Speaker 2: curate what people do. It's a very simple word that

544
00:30:41,680 --> 00:30:43,320
Speaker 2: encapsulates that whole behavior.

545
00:30:43,440 --> 00:30:47,800
Speaker 3: That is what great marketing and great leaders do. It's prompting.

546
00:30:48,960 --> 00:30:51,760
Speaker 2: We're great at prompting, right, That's what great leaders do.

547
00:30:51,800 --> 00:30:56,400
Speaker 2: They prompt There's a bridge. Right, So you look at

548
00:30:56,440 --> 00:31:05,640
Speaker 2: these machines. Our system curated prompts right, and curated prompts,

549
00:31:05,760 --> 00:31:09,240
Speaker 2: curated to culture, curated too, sports, curated to the things

550
00:31:09,240 --> 00:31:11,800
Speaker 2: that we've seen in the past work marketing wise, the

551
00:31:11,840 --> 00:31:14,440
Speaker 2: things that we learn as the function of being the table.

552
00:31:15,760 --> 00:31:16,880
Speaker 3: Made available to the world.

553
00:31:18,320 --> 00:31:20,880
Speaker 2: But it you know, I sat on the outside of

554
00:31:20,880 --> 00:31:23,320
Speaker 2: this industry looking in, like, yo, marketing, God, let me

555
00:31:23,360 --> 00:31:24,640
Speaker 2: and let me and let me in. Like I'm gonna

556
00:31:24,640 --> 00:31:25,959
Speaker 2: fight my way and I'm invest my way and I'm

557
00:31:25,960 --> 00:31:30,320
Speaker 2: gonna learn my way in. I've already been there. I'm

558
00:31:30,320 --> 00:31:33,680
Speaker 2: an experted prompting and curating out the things that you

559
00:31:33,800 --> 00:31:35,440
Speaker 2: don't do and the thing that you do do.

560
00:31:36,320 --> 00:31:37,240
Speaker 3: I just have to learn how to do it a

561
00:31:37,280 --> 00:31:39,120
Speaker 3: different modality, right.

562
00:31:39,160 --> 00:31:42,120
Speaker 2: And I'm saying it's because anybody to sit on the

563
00:31:42,120 --> 00:31:44,360
Speaker 2: outside looking at like I don't know what you do?

564
00:31:44,520 --> 00:31:47,239
Speaker 2: Know you do actually understand the way I works. You

565
00:31:47,280 --> 00:31:49,880
Speaker 2: just have to work it. Structuring your prompts a different way.

566
00:31:50,800 --> 00:31:53,320
Speaker 2: But all that direction and curation things that we know,

567
00:31:53,720 --> 00:31:56,640
Speaker 2: we can swag, instink, all these things that we say

568
00:31:58,040 --> 00:31:59,320
Speaker 2: are the things that AI.

569
00:31:59,240 --> 00:32:01,480
Speaker 3: Needs to make magical results for people.

570
00:32:02,360 --> 00:32:04,520
Speaker 2: So as a giant unlocked for us if we just

571
00:32:05,280 --> 00:32:06,720
Speaker 2: shift how we perceive ourselves.

572
00:32:07,120 --> 00:32:10,480
Speaker 3: Yeah, because at the end of the day, like that's.

573
00:32:11,040 --> 00:32:15,080
Speaker 2: As as I learned more and I'm a forever learner,

574
00:32:15,240 --> 00:32:17,840
Speaker 2: like I'm always trying to learn. I'm always trying to

575
00:32:17,880 --> 00:32:21,520
Speaker 2: take in more information. The more you learn, the more

576
00:32:21,520 --> 00:32:23,800
Speaker 2: you start to realize, like kind of do we've been

577
00:32:23,800 --> 00:32:25,880
Speaker 2: doing this? You know, it's just a different way to

578
00:32:25,960 --> 00:32:26,280
Speaker 2: do it.

579
00:32:27,560 --> 00:32:30,200
Speaker 1: Yeah, you said something a minute ago about you know

580
00:32:30,240 --> 00:32:34,400
Speaker 1: that solopreneur that you know, small business owner that they

581
00:32:34,400 --> 00:32:37,760
Speaker 1: can use these tools that you're building. It aligns with

582
00:32:37,840 --> 00:32:39,640
Speaker 1: a quote I saw you said, we want to see

583
00:32:39,640 --> 00:32:43,160
Speaker 1: the first solopreneur billionaire have a marketing department powered by

584
00:32:43,200 --> 00:32:47,360
Speaker 1: the same solopreneur. And you got me thinking about you know,

585
00:32:47,480 --> 00:32:49,000
Speaker 1: I'm gonna give you one of these asking for a

586
00:32:49,040 --> 00:32:54,160
Speaker 1: friend questions have a small small businesses, but there's a

587
00:32:54,200 --> 00:32:57,480
Speaker 1: lot of people who listen to this podcast and run

588
00:32:57,520 --> 00:32:59,960
Speaker 1: small businesses and are trying to figure out how to scale.

589
00:33:00,280 --> 00:33:02,320
Speaker 1: Maybe don't know how to scale because you know, I

590
00:33:02,400 --> 00:33:04,440
Speaker 1: think about even barbers like that. I don't know a

591
00:33:04,520 --> 00:33:07,840
Speaker 1: black owned Boicks or Supercuts, but like they figured out

592
00:33:07,920 --> 00:33:11,520
Speaker 1: how to scale barbershops and we have not figured that out.

593
00:33:11,760 --> 00:33:14,000
Speaker 1: Or a coffee shop owner, a coffee house owner like

594
00:33:14,040 --> 00:33:16,040
Speaker 1: I am, or a jazz club owner like I am.

595
00:33:16,080 --> 00:33:19,320
Speaker 1: I have one, and in these challenges we think about

596
00:33:19,760 --> 00:33:24,320
Speaker 1: how do we get from one to several? Like I'll

597
00:33:24,320 --> 00:33:26,080
Speaker 1: give you my example, like I'm like I have toll

598
00:33:26,120 --> 00:33:28,440
Speaker 1: Houses is a private social club. It's twenty five thousand

599
00:33:28,480 --> 00:33:31,600
Speaker 1: square feet, five bars, five lounges of coffee house, cigar lounge,

600
00:33:31,640 --> 00:33:35,360
Speaker 1: jazz club. All of that's here coworking space. And my

601
00:33:35,920 --> 00:33:40,280
Speaker 1: goal originally was to build the Soho house for places

602
00:33:40,480 --> 00:33:45,640
Speaker 1: that will never get a Soho house like Toledo, Cleveland, Detroit,

603
00:33:45,800 --> 00:33:48,360
Speaker 1: you know, Indianapol like places like that that are not

604
00:33:48,400 --> 00:33:50,560
Speaker 1: going to get a so whole house because I believe

605
00:33:50,560 --> 00:33:54,440
Speaker 1: that there's a community of people who want that esthetic,

606
00:33:54,600 --> 00:33:58,040
Speaker 1: that sentiment, that feeling you get, but won't get it.

607
00:33:58,760 --> 00:34:01,880
Speaker 1: And so my child, though, and people like me, is

608
00:34:01,920 --> 00:34:06,360
Speaker 1: how do you go from something that is super It's

609
00:34:06,400 --> 00:34:09,040
Speaker 1: hard to scale, you know, business. It's not like a

610
00:34:09,160 --> 00:34:11,880
Speaker 1: technology where I can just put it online and people

611
00:34:11,920 --> 00:34:14,800
Speaker 1: can use it. And so again there's a lot because

612
00:34:15,280 --> 00:34:17,719
Speaker 1: I'm I'm like, I'm talking to Omar right now, so

613
00:34:17,719 --> 00:34:19,160
Speaker 1: I'm trying to get like all the things in and

614
00:34:19,200 --> 00:34:22,319
Speaker 1: this limited amount of time. The question is, how do

615
00:34:22,360 --> 00:34:25,680
Speaker 1: you how do you think about small business owners learning

616
00:34:25,719 --> 00:34:28,560
Speaker 1: from what Omar has learned from the biggest companies in

617
00:34:28,600 --> 00:34:29,960
Speaker 1: the world.

618
00:34:30,280 --> 00:34:35,160
Speaker 3: Yeah, so the first answer is obvious, right.

619
00:34:35,200 --> 00:34:38,840
Speaker 2: A lot of the way we've built OBUs Intelligence is

620
00:34:38,880 --> 00:34:44,560
Speaker 2: to take Omar Johnson a few really smart executives and

621
00:34:44,880 --> 00:34:46,280
Speaker 2: package it in a way where.

622
00:34:46,120 --> 00:34:48,759
Speaker 3: It's more accessible to small companies. That that is.

623
00:34:51,120 --> 00:34:54,360
Speaker 2: What I'm most passionate about, right, and building this marketing

624
00:34:54,360 --> 00:34:57,360
Speaker 2: operating system and being able to launch something that today

625
00:34:57,640 --> 00:35:00,200
Speaker 2: works at a PhD level and tomorrow work at a

626
00:35:00,239 --> 00:35:04,719
Speaker 2: much higher level. Like I'm fabergaset. Like, just the chance

627
00:35:04,760 --> 00:35:08,319
Speaker 2: that we get to think about marketing in that way

628
00:35:08,400 --> 00:35:11,040
Speaker 2: where I'm not looking for a big client or I'm

629
00:35:11,040 --> 00:35:14,399
Speaker 2: looking for the perfect retainer, like I want everyone in it, right,

630
00:35:14,480 --> 00:35:15,800
Speaker 2: and that's the way the system works.

631
00:35:15,960 --> 00:35:22,719
Speaker 3: So we have an answer, whether it's starting with an.

632
00:35:22,719 --> 00:35:25,840
Speaker 2: Editorial feed and then eventually moving into you know, a

633
00:35:25,880 --> 00:35:27,200
Speaker 2: full ability to.

634
00:35:27,239 --> 00:35:31,320
Speaker 3: Have your own instance. And we've I've always believed it

635
00:35:31,360 --> 00:35:32,560
Speaker 3: about I mean marketing.

636
00:35:32,600 --> 00:35:34,320
Speaker 2: People hate when I say this, but I do believe

637
00:35:34,320 --> 00:35:36,960
Speaker 2: about seventy five percent of what we tend to spend

638
00:35:36,960 --> 00:35:40,759
Speaker 2: on marketing is waste. There's a lot of wasted time,

639
00:35:41,040 --> 00:35:44,800
Speaker 2: a lot of wasted effort, and efficient communication knowledge doesn't

640
00:35:44,800 --> 00:35:46,040
Speaker 2: get the right place at the right time.

641
00:35:46,080 --> 00:35:50,560
Speaker 3: There's a lot of operational friction with the creative industry.

642
00:35:51,200 --> 00:35:53,920
Speaker 2: So I want a flattenet and in flattening, I get

643
00:35:53,920 --> 00:35:56,680
Speaker 2: to bring prices down for great marketing and access to

644
00:35:56,719 --> 00:35:57,320
Speaker 2: great marketing.

645
00:35:57,760 --> 00:36:00,560
Speaker 3: One is opus intelligence is meant to solve that. And

646
00:36:00,600 --> 00:36:01,719
Speaker 3: whether you're a big business.

647
00:36:01,480 --> 00:36:05,280
Speaker 2: Or small business, we are, you know, launching an ability

648
00:36:05,320 --> 00:36:07,759
Speaker 2: for you as a business to go and register and

649
00:36:07,840 --> 00:36:10,799
Speaker 2: tell us you're interested. And as we start to launch

650
00:36:10,840 --> 00:36:12,600
Speaker 2: from our product, we will bring you into product.

651
00:36:12,640 --> 00:36:14,080
Speaker 3: So it's intelligence.

652
00:36:14,400 --> 00:36:18,360
Speaker 2: Anybody following this please jump on the website, join our

653
00:36:18,400 --> 00:36:20,600
Speaker 2: waiting list, and might just be ready right because of

654
00:36:20,680 --> 00:36:24,160
Speaker 2: the idea is that we want to start to deliver

655
00:36:25,239 --> 00:36:29,200
Speaker 2: great marketing service and ideas not as a function of

656
00:36:29,200 --> 00:36:31,920
Speaker 2: paying us by hours, but as a stream.

657
00:36:31,600 --> 00:36:33,480
Speaker 3: And a feed. Right, that's happening.

658
00:36:33,760 --> 00:36:36,919
Speaker 2: So I'd say for everyone go to those intelligence, turn

659
00:36:36,960 --> 00:36:39,840
Speaker 2: our wait list and get started. To answer your question

660
00:36:42,040 --> 00:36:46,680
Speaker 2: from another perspective, look, I think when where I tend

661
00:36:46,719 --> 00:36:51,520
Speaker 2: to watch black and brown businesses fail, it's not in marketing.

662
00:36:52,400 --> 00:36:55,439
Speaker 2: It tends to be operations. And how do you build

663
00:36:55,440 --> 00:37:03,200
Speaker 2: scaleable operations? Then something that everything on the internet about

664
00:37:03,239 --> 00:37:06,120
Speaker 2: operations is at your fingertipts.

665
00:37:06,840 --> 00:37:10,000
Speaker 3: How so whole house operates, is that your fingertip to

666
00:37:10,040 --> 00:37:10,399
Speaker 3: this pot.

667
00:37:12,040 --> 00:37:16,160
Speaker 2: I am going and finding those things today, right, and

668
00:37:16,239 --> 00:37:20,440
Speaker 2: I'm using those as like templates. I've done this before,

669
00:37:21,280 --> 00:37:24,080
Speaker 2: so I can't accuse anybody of doing it well. But

670
00:37:24,239 --> 00:37:26,560
Speaker 2: like you have this opinion, you have this belief that

671
00:37:26,600 --> 00:37:28,160
Speaker 2: I got to start from scratch. I got to get

672
00:37:28,160 --> 00:37:33,880
Speaker 2: it out the mud. I gotta go fig whether you

673
00:37:34,040 --> 00:37:36,880
Speaker 2: ask somebody who's done it before, you ask one of

674
00:37:36,920 --> 00:37:40,560
Speaker 2: these models.

675
00:37:40,600 --> 00:37:41,879
Speaker 3: You don't got to get it out the mud.

676
00:37:41,960 --> 00:37:44,480
Speaker 2: You know what I mean? The information is out there

677
00:37:44,520 --> 00:37:48,080
Speaker 2: if you learn to ask boys. So one I tell

678
00:37:48,120 --> 00:37:51,880
Speaker 2: any you know diverse business when they're growing, is like

679
00:37:53,040 --> 00:37:56,000
Speaker 2: one just asked to get mentors, get the information asked

680
00:37:56,040 --> 00:37:56,399
Speaker 2: the question.

681
00:37:56,520 --> 00:37:59,279
Speaker 3: You don't have to get it out the mud if

682
00:37:59,360 --> 00:37:59,719
Speaker 3: you so.

683
00:38:00,040 --> 00:38:03,680
Speaker 2: And that's I think it also inverts the question because

684
00:38:04,080 --> 00:38:05,040
Speaker 2: people tend to think.

685
00:38:04,880 --> 00:38:08,560
Speaker 3: It starts with marketing. Marketing is important, but you got

686
00:38:08,600 --> 00:38:11,919
Speaker 3: to have a strong operations model. None of us really

687
00:38:11,920 --> 00:38:13,279
Speaker 3: struggle to be creative. We come up.

688
00:38:13,320 --> 00:38:15,400
Speaker 2: We had to be creative and how you got what

689
00:38:15,520 --> 00:38:17,160
Speaker 2: you got, like you have to be creative. You have

690
00:38:17,239 --> 00:38:19,680
Speaker 2: to get creative to get from Atlanta. Back then, you

691
00:38:19,840 --> 00:38:22,200
Speaker 2: had to be creative to do it. So I don't

692
00:38:22,200 --> 00:38:25,480
Speaker 2: worry about you being creative, it's how do you operate

693
00:38:25,520 --> 00:38:28,840
Speaker 2: the business? And then how do you market that operation?

694
00:38:29,840 --> 00:38:33,200
Speaker 2: And I think that's it's it's it sounds like staying

695
00:38:33,239 --> 00:38:35,680
Speaker 2: the same thing, but as a nuance to it, right, Well,

696
00:38:35,680 --> 00:38:38,480
Speaker 2: if you're marketing yourself, that's one thing, but if you're

697
00:38:38,560 --> 00:38:41,160
Speaker 2: marketing operation, it's slightly different.

698
00:38:41,360 --> 00:38:45,439
Speaker 3: That's like marketing a product. So it's something again.

699
00:38:45,440 --> 00:38:47,800
Speaker 2: I try and tell a lot of entrepreneurs to focus

700
00:38:47,880 --> 00:38:50,759
Speaker 2: on and we're going to be a part of that ecosystem.

701
00:38:50,840 --> 00:38:55,200
Speaker 2: So when I think about these solopreneur billionaires, I'm thinking

702
00:38:55,239 --> 00:39:00,000
Speaker 2: about the athlete that has one hundred thousand follows.

703
00:39:01,440 --> 00:39:04,560
Speaker 3: You sell one hundred thousand or something. You're doing Okay, okay,

704
00:39:05,080 --> 00:39:05,479
Speaker 3: you do.

705
00:39:05,400 --> 00:39:10,400
Speaker 2: It, okay, and how do you get him to understand

706
00:39:11,000 --> 00:39:12,080
Speaker 2: Here's why I have authority.

707
00:39:12,960 --> 00:39:15,400
Speaker 3: Here's the categories people are buying. Right. These are this

708
00:39:15,440 --> 00:39:17,240
Speaker 3: is analysis we give free to a lot of athletes.

709
00:39:18,080 --> 00:39:19,520
Speaker 2: So a lot of athletes calls can just give it

710
00:39:19,520 --> 00:39:22,760
Speaker 2: to them and we teach them like about their audience

711
00:39:22,960 --> 00:39:25,319
Speaker 2: and what they can sell and what they buy and

712
00:39:25,320 --> 00:39:27,160
Speaker 2: what they say, what they feel, what they do, so

713
00:39:27,320 --> 00:39:32,280
Speaker 2: sentiment behavior. We turn these things back around for athletes

714
00:39:32,640 --> 00:39:33,919
Speaker 2: so they know what to sell.

715
00:39:34,120 --> 00:39:35,960
Speaker 3: Right. I watched you all the time. When the athletes

716
00:39:36,000 --> 00:39:37,080
Speaker 3: call us, they're.

717
00:39:36,840 --> 00:39:41,759
Speaker 2: Like, oh, yeah, I have this big audience, and you

718
00:39:41,800 --> 00:39:44,680
Speaker 2: know I want to sell I want to make Louis Baiton.

719
00:39:45,920 --> 00:39:46,040
Speaker 3: Bro.

720
00:39:46,600 --> 00:39:52,080
Speaker 2: They don't buy Lee Baton, they buy Mark Jacobs. They

721
00:39:52,120 --> 00:39:54,200
Speaker 2: buy I mean, I'm giving one example, right, I'm sure

722
00:39:54,200 --> 00:39:55,840
Speaker 2: the people by Baton.

723
00:39:55,920 --> 00:40:00,160
Speaker 3: But like most of the athletes audiences.

724
00:40:00,400 --> 00:40:06,200
Speaker 2: Right, you come out of Toledo Aqua, even a Brooklyn

725
00:40:07,360 --> 00:40:11,360
Speaker 2: right is all right by stopping in different places.

726
00:40:11,520 --> 00:40:13,680
Speaker 3: So we make that very transparent to the athlete.

727
00:40:14,719 --> 00:40:18,080
Speaker 2: And once the athlete has that information, whether it's a

728
00:40:18,080 --> 00:40:21,279
Speaker 2: new product they're building or an endorsement they're taking they're

729
00:40:21,320 --> 00:40:23,400
Speaker 2: now more informed and how to make it work for

730
00:40:23,440 --> 00:40:26,920
Speaker 2: them and how to build their brand. So again, so

731
00:40:27,120 --> 00:40:31,040
Speaker 2: much of opus intelligence is our job is to, like democras,

732
00:40:31,040 --> 00:40:36,160
Speaker 2: have this information, so you as an athlete know how, where, why,

733
00:40:36,480 --> 00:40:41,000
Speaker 2: who and what you can sell. Ye. Once you know that,

734
00:40:43,560 --> 00:40:46,520
Speaker 2: you think about doctor Dre Right, I'm sure there's a

735
00:40:46,520 --> 00:40:48,359
Speaker 2: lot of things people thought he could sell. But there's

736
00:40:48,360 --> 00:40:50,839
Speaker 2: this quote that shouldn't really be a quote, but jim

737
00:40:50,960 --> 00:40:53,040
Speaker 2: just kept saying and he kept he was like, you know,

738
00:40:53,800 --> 00:40:56,680
Speaker 2: f sneakers, Let's do speakers, right, And what he was

739
00:40:56,719 --> 00:40:59,120
Speaker 2: saying was everybody's going after the artists with sneakers, right.

740
00:40:59,160 --> 00:41:01,920
Speaker 2: Jay Z just had a Chris Fitti, hada sneakers. Somebody

741
00:41:01,920 --> 00:41:05,719
Speaker 2: came to Dre for sneakers and Jimmy's like, nah, like yeah,

742
00:41:05,760 --> 00:41:09,680
Speaker 2: you're popular. He never says, He's like, I don't know

743
00:41:09,680 --> 00:41:13,440
Speaker 2: if you're athletic. It's like, I know you're popular. What

744
00:41:14,040 --> 00:41:16,480
Speaker 2: I know you set trends. But let me tell you

745
00:41:16,520 --> 00:41:19,960
Speaker 2: something that everybody respects.

746
00:41:21,120 --> 00:41:23,360
Speaker 3: And just doesn't buy enough of because no one's selling

747
00:41:23,360 --> 00:41:26,040
Speaker 3: it to them. It's headphones and speakers.

748
00:41:25,960 --> 00:41:33,080
Speaker 1: And heppos were getting smaller at the time, like Hypp engineers.

749
00:41:33,160 --> 00:41:36,920
Speaker 2: Right, we had an excuse for big ones. Right, What

750
00:41:37,080 --> 00:41:39,440
Speaker 2: was our excuse? We were trying to bring you the

751
00:41:39,560 --> 00:41:42,279
Speaker 2: music the way the artists intended it, right, That was

752
00:41:42,320 --> 00:41:45,520
Speaker 2: our storyline. Now there's a line we never sat in public.

753
00:41:45,520 --> 00:41:47,040
Speaker 2: But I'll say it to you right now, which is

754
00:41:47,400 --> 00:41:48,960
Speaker 2: the bigger they are, the better you can see it?

755
00:41:49,160 --> 00:41:49,319
Speaker 3: Right.

756
00:41:49,920 --> 00:41:52,200
Speaker 2: Jimmy's you know, being a meeting and saying I want

757
00:41:52,239 --> 00:41:53,880
Speaker 2: you to be able to see the logo from across

758
00:41:53,880 --> 00:41:54,280
Speaker 2: the street.

759
00:41:56,160 --> 00:41:59,480
Speaker 3: These things you know it sized? Right?

760
00:42:00,239 --> 00:42:04,440
Speaker 2: Was the combination of it right? And then again back

761
00:42:04,480 --> 00:42:07,600
Speaker 2: to Oaks Intelligence. I've taken a lot of those opinions

762
00:42:07,640 --> 00:42:12,400
Speaker 2: from the Jimmy's, from Dre, from Trevor Nike. Those are

763
00:42:12,440 --> 00:42:16,480
Speaker 2: what have informed the way that Opus Intelligence works. Right,

764
00:42:16,719 --> 00:42:19,400
Speaker 2: Jimmy Ivan was obsessed. He's obsessed with the news like

765
00:42:19,440 --> 00:42:21,680
Speaker 2: he obsessed with the news, right. And I used to

766
00:42:21,719 --> 00:42:25,319
Speaker 2: feel like the news with him was like whack a mole,

767
00:42:25,560 --> 00:42:30,640
Speaker 2: meaning he was reading news earlier and more pervasively than

768
00:42:30,680 --> 00:42:33,200
Speaker 2: even me as the CMO. He just he read more

769
00:42:33,239 --> 00:42:35,759
Speaker 2: news than I did, and he always knew more than

770
00:42:35,800 --> 00:42:38,840
Speaker 2: I did. I've trained for a part of our product

771
00:42:38,880 --> 00:42:42,440
Speaker 2: to do that, right. So it's like you go, you know,

772
00:42:42,760 --> 00:42:46,360
Speaker 2: toll house. While on toll House. There's stuff in news,

773
00:42:46,400 --> 00:42:50,640
Speaker 2: there's stuff in social media, but we can look at

774
00:42:50,680 --> 00:42:53,479
Speaker 2: it every forty five minutes and tell you what's happening. Right,

775
00:42:53,640 --> 00:42:56,320
Speaker 2: We've trained our system to do that. That's based on

776
00:42:56,400 --> 00:42:58,759
Speaker 2: Jimmy Ivan. I don't think that way. I think the

777
00:42:58,880 --> 00:43:02,640
Speaker 2: very different ways modalities of marketing. I do, yeah, but

778
00:43:02,800 --> 00:43:07,480
Speaker 2: I use that experience from Jimmy Ivan to then create

779
00:43:08,040 --> 00:43:11,279
Speaker 2: a marketing operating system.

780
00:43:11,600 --> 00:43:14,000
Speaker 1: Last question, I want to be conscious of your time.

781
00:43:14,160 --> 00:43:15,960
Speaker 1: There's a shift.

782
00:43:16,040 --> 00:43:18,600
Speaker 2: I'm good on time, fam so well, and Jack and

783
00:43:18,640 --> 00:43:20,479
Speaker 2: Adrian I'm okay, So we're good.

784
00:43:20,960 --> 00:43:27,520
Speaker 1: I appreciate that. So when Omar goes from Corporate America

785
00:43:28,160 --> 00:43:31,440
Speaker 1: and goes to build his own startup, you know, opus

786
00:43:31,480 --> 00:43:35,279
Speaker 1: like there's a mental shift. I imagine you have to

787
00:43:35,280 --> 00:43:37,840
Speaker 1: make like I'm not just inside of an ecosystem anymore,

788
00:43:37,840 --> 00:43:41,759
Speaker 1: I'm building one. And what is Can you describe that

789
00:43:41,800 --> 00:43:47,320
Speaker 1: shift for me? And how you've you know, transitioned to founder?

790
00:43:47,400 --> 00:43:52,280
Speaker 2: Now? Yeah, I mean, bro, it's painful.

791
00:43:52,560 --> 00:43:52,799
Speaker 3: Right.

792
00:43:53,040 --> 00:43:58,880
Speaker 2: So there's a good Jewish friend, there's a good Black

793
00:43:58,920 --> 00:44:02,040
Speaker 2: friend and they say same thing, which is like business

794
00:44:02,120 --> 00:44:05,840
Speaker 2: is hard, right, yesterday I was looking at some of

795
00:44:05,880 --> 00:44:10,320
Speaker 2: your socials getting ready for this and just out of

796
00:44:10,400 --> 00:44:13,600
Speaker 2: blue had to deal with an employee that was like

797
00:44:13,719 --> 00:44:17,560
Speaker 2: struggling with something. It's those things, right, It's all those things.

798
00:44:17,560 --> 00:44:19,719
Speaker 2: So you think when you leave these companies, I'm gonna

799
00:44:19,719 --> 00:44:23,919
Speaker 2: spend my time being a great marketer. I'm gonna spend

800
00:44:23,960 --> 00:44:27,480
Speaker 2: my time doing great marketing. You know, you're gonna spend

801
00:44:27,520 --> 00:44:31,719
Speaker 2: your managing people right, and if you're lucky and if

802
00:44:31,760 --> 00:44:34,480
Speaker 2: you're good at that, you'll be able to spend some

803
00:44:34,640 --> 00:44:37,640
Speaker 2: time doing what you did in the past. So again

804
00:44:37,719 --> 00:44:42,839
Speaker 2: I think I part of I look, I think any

805
00:44:42,960 --> 00:44:46,680
Speaker 2: entrepreneur you got to be a little naive because you

806
00:44:46,680 --> 00:44:48,720
Speaker 2: actually know how hard it is. You're kind of like man,

807
00:44:50,840 --> 00:44:55,239
Speaker 2: you make a lot of money your apple, so you

808
00:44:55,360 --> 00:45:00,279
Speaker 2: gotta be a little off, you know, to true really

809
00:45:00,600 --> 00:45:07,239
Speaker 2: leave all the infrastructure benefits, HR team, finance team, all

810
00:45:07,320 --> 00:45:12,000
Speaker 2: the other functions you have around you. But if you

811
00:45:12,080 --> 00:45:16,239
Speaker 2: make that leap and you understand that your job is

812
00:45:16,400 --> 00:45:21,560
Speaker 2: leading people down a path to a destination, that's half

813
00:45:21,640 --> 00:45:22,040
Speaker 2: the story.

814
00:45:23,080 --> 00:45:27,560
Speaker 3: If you can become good at that and then find.

815
00:45:27,320 --> 00:45:30,040
Speaker 2: A way to do your magic right and like the

816
00:45:30,080 --> 00:45:32,279
Speaker 2: magic for where we are today is.

817
00:45:33,840 --> 00:45:35,279
Speaker 3: Ten years ago there wasn't a.

818
00:45:35,200 --> 00:45:39,520
Speaker 2: System that could effectively mimic Onmar Johnson. So I had

819
00:45:39,560 --> 00:45:42,160
Speaker 2: to give you a piece of Omar Johnson. Omar Johnson's

820
00:45:42,200 --> 00:45:44,680
Speaker 2: point of view audiences is where we started. That's what

821
00:45:44,800 --> 00:45:47,759
Speaker 2: Opus was on my first race capital. It was a

822
00:45:48,000 --> 00:45:51,799
Speaker 2: clear point of view on shared interests in audiences and

823
00:45:51,840 --> 00:45:54,120
Speaker 2: how do you create earned media like it was a

824
00:45:54,200 --> 00:45:58,040
Speaker 2: very clear linear point of view and what I thought

825
00:45:58,080 --> 00:46:01,120
Speaker 2: was the most important and marketing.

826
00:46:02,840 --> 00:46:03,920
Speaker 3: Understanding the consumer.

827
00:46:04,320 --> 00:46:11,680
Speaker 2: Right now we revolve to a system that mimics how

828
00:46:11,760 --> 00:46:18,440
Speaker 2: Lamar Johnson goes from problem category, audience to idea, and

829
00:46:18,520 --> 00:46:23,160
Speaker 2: that wasn't possible ten years ago. So that's what inspires

830
00:46:23,200 --> 00:46:27,160
Speaker 2: me right about right now and this moment is we

831
00:46:27,239 --> 00:46:30,880
Speaker 2: can build machines that mimic the way we think, and

832
00:46:30,960 --> 00:46:33,640
Speaker 2: then that machine can speak multiple languages and be up

833
00:46:33,680 --> 00:46:34,520
Speaker 2: twenty four seven.

834
00:46:35,080 --> 00:46:37,960
Speaker 3: So there's an unprecedented scale we get with.

835
00:46:39,880 --> 00:46:42,920
Speaker 2: Learning how to tame these lems and make them mimic

836
00:46:43,440 --> 00:46:48,879
Speaker 2: our behavior. So I think the biggest you know, we say,

837
00:46:48,920 --> 00:46:50,960
Speaker 2: what's the difference. There are a lot of differences. I

838
00:46:51,000 --> 00:46:53,480
Speaker 2: think there's the myth of what it means to start

839
00:46:53,520 --> 00:46:55,520
Speaker 2: a business, which is all feels fly and you call

840
00:46:55,560 --> 00:46:58,120
Speaker 2: yourself founder and your little email to add like all

841
00:46:58,200 --> 00:47:02,400
Speaker 2: those things feel cool, But the reality is between raising money,

842
00:47:02,400 --> 00:47:06,600
Speaker 2: managing money, managing people, managing frictions and tensions. And I

843
00:47:06,640 --> 00:47:10,400
Speaker 2: used to say people either you know, fighting and sleeping together.

844
00:47:10,440 --> 00:47:14,000
Speaker 2: Like I'm being extreme, right, but it's always somewhere in

845
00:47:14,000 --> 00:47:16,319
Speaker 2: that spectrum, you know what I mean, Like, it's never

846
00:47:16,440 --> 00:47:23,400
Speaker 2: just harmonious and that's the work. So you know, the again,

847
00:47:23,440 --> 00:47:25,480
Speaker 2: like the big unlock we also have with some of

848
00:47:25,520 --> 00:47:29,880
Speaker 2: these new systems. My system especially is I get to

849
00:47:29,880 --> 00:47:33,360
Speaker 2: spend more time in the people issues because the machine

850
00:47:33,400 --> 00:47:35,239
Speaker 2: is doing the marketing that I would do.

851
00:47:36,160 --> 00:47:38,320
Speaker 3: Yeah, we have to monitor.

852
00:47:38,000 --> 00:47:40,080
Speaker 2: And course correct, but that's a fraction of our time

853
00:47:40,160 --> 00:47:43,040
Speaker 2: compared to doing the work and having equality control of

854
00:47:43,080 --> 00:47:47,040
Speaker 2: course correct. So it's been a pretty huge paradigm shift.

855
00:47:47,040 --> 00:47:49,480
Speaker 2: But I'm excited about it because I'm able to do

856
00:47:49,520 --> 00:47:51,760
Speaker 2: all the people things and building a culture and team

857
00:47:51,880 --> 00:47:55,520
Speaker 2: and codifying it and have this product that does the

858
00:47:55,760 --> 00:47:58,640
Speaker 2: marketing with for me for my customers.

859
00:47:59,480 --> 00:48:04,799
Speaker 1: Yeah. Paul Graham, who is the founder of why Combinator,

860
00:48:04,960 --> 00:48:07,640
Speaker 1: had this quote and said, like, do things that don't scale,

861
00:48:08,320 --> 00:48:11,280
Speaker 1: and he was particularly talking about how Airbnb when they launched,

862
00:48:11,239 --> 00:48:15,359
Speaker 1: they would legit go to every Airbnb host and take

863
00:48:15,400 --> 00:48:18,120
Speaker 1: pictures of their place and ask why they joined, all

864
00:48:18,160 --> 00:48:19,879
Speaker 1: these things, stuff that they couldn't do when they got,

865
00:48:19,960 --> 00:48:23,600
Speaker 1: you know, fifty thousand houses on the platform. That's how

866
00:48:23,600 --> 00:48:25,920
Speaker 1: you get to fifty thousand houses on the platform. It's

867
00:48:26,000 --> 00:48:29,760
Speaker 1: by doing those things. And you had talked often about

868
00:48:29,960 --> 00:48:34,040
Speaker 1: you know, marketing is won in the trenches. And there

869
00:48:34,200 --> 00:48:36,600
Speaker 1: is something you said a few minutes ago, like you know,

870
00:48:36,680 --> 00:48:39,120
Speaker 1: marketing is no longer like just these static images. And

871
00:48:39,160 --> 00:48:42,160
Speaker 1: I think about you know our Instagram, Like Instagram was

872
00:48:42,239 --> 00:48:45,080
Speaker 1: just static images and that worked for a while. But

873
00:48:45,160 --> 00:48:47,160
Speaker 1: you were doing like at Apple and Beats in these

874
00:48:47,160 --> 00:48:50,719
Speaker 1: places like these productions like you talked about, you know,

875
00:48:50,960 --> 00:48:53,319
Speaker 1: these NFL players and like you know, you've got these

876
00:48:53,480 --> 00:48:58,440
Speaker 1: productions that you do like before marketers at Not Nike

877
00:48:58,840 --> 00:49:03,440
Speaker 1: and at Not, Like we've got to have our feeds

878
00:49:03,480 --> 00:49:07,720
Speaker 1: full every day and that one piece of content is great,

879
00:49:07,880 --> 00:49:10,719
Speaker 1: but it may work once a month, once every week

880
00:49:10,840 --> 00:49:15,760
Speaker 1: or whatever. How do we keep up and not fall

881
00:49:15,800 --> 00:49:17,680
Speaker 1: behind out of the conversation?

882
00:49:20,640 --> 00:49:25,200
Speaker 2: Look man for me, and again this is module number one.

883
00:49:25,480 --> 00:49:28,120
Speaker 3: I don't the same intelligence on your customer.

884
00:49:29,200 --> 00:49:34,439
Speaker 2: You have people that follow you on social media today, how.

885
00:49:34,400 --> 00:49:35,239
Speaker 3: Much do you know about them?

886
00:49:36,120 --> 00:49:40,880
Speaker 2: How much you know about them above and beyond age race,

887
00:49:41,200 --> 00:49:42,319
Speaker 2: how many followers they have?

888
00:49:43,840 --> 00:49:45,200
Speaker 3: You have to start there.

889
00:49:46,280 --> 00:49:50,120
Speaker 2: Start with the audience you do have across LinkedIn, you

890
00:49:50,239 --> 00:49:55,800
Speaker 2: have Instagram, you have access to the Black Child.

891
00:49:55,680 --> 00:49:56,200
Speaker 3: A green mind like.

892
00:49:56,239 --> 00:50:00,160
Speaker 2: You have these audiences around you. You have to go

893
00:50:00,200 --> 00:50:04,759
Speaker 2: and understand not only again, demographics don't matter as much.

894
00:50:05,200 --> 00:50:08,080
Speaker 2: What are their other interests? What are other sites they follow?

895
00:50:08,120 --> 00:50:11,600
Speaker 2: Are other people they follow? Because once you understand that,

896
00:50:11,640 --> 00:50:15,040
Speaker 2: you understand what they're interested in, You understand the behavior,

897
00:50:15,600 --> 00:50:18,759
Speaker 2: You understand where they spend their time in. Your job

898
00:50:19,080 --> 00:50:22,120
Speaker 2: is to make sure things that you're doing reflect what

899
00:50:22,120 --> 00:50:25,240
Speaker 2: they're interested in. Right, There's probably a portion of people

900
00:50:25,239 --> 00:50:31,719
Speaker 2: that follow you academically that also like to make craft cocktails.

901
00:50:33,239 --> 00:50:35,680
Speaker 3: You can bring that to life tomorrow. You got the

902
00:50:35,719 --> 00:50:39,719
Speaker 3: space for you got five bars. You're don me right, that's.

903
00:50:39,800 --> 00:50:45,880
Speaker 2: Kobe Fuller loves crab cocktails, clarified milk, all crazy, Like

904
00:50:46,000 --> 00:50:48,480
Speaker 2: I can't even pronounce half the stuff he makes and

905
00:50:48,520 --> 00:50:49,960
Speaker 2: the things we drink when while together.

906
00:50:50,360 --> 00:50:53,000
Speaker 3: You don't know that, right, but you had them on

907
00:50:53,040 --> 00:50:53,480
Speaker 3: your podcast.

908
00:50:53,520 --> 00:50:56,640
Speaker 2: So I was going back to understand art of great

909
00:50:56,640 --> 00:50:59,759
Speaker 2: marketing is always the same thing, understanding your audience and

910
00:51:00,120 --> 00:51:01,840
Speaker 2: have tools by which you can do that.

911
00:51:02,640 --> 00:51:05,440
Speaker 3: You know what I mean, Like, you've got to start.

912
00:51:05,640 --> 00:51:08,960
Speaker 2: You've got to start making sure that you really have

913
00:51:09,040 --> 00:51:16,400
Speaker 2: a clear perspective on your audience and their babe. Again,

914
00:51:16,520 --> 00:51:18,920
Speaker 2: a big part of how we program this intelligence. And

915
00:51:18,960 --> 00:51:22,959
Speaker 2: then once you start there, marketing makes itself. And again

916
00:51:23,040 --> 00:51:25,040
Speaker 2: there was a day before beats and had big TV

917
00:51:25,120 --> 00:51:27,360
Speaker 2: budgets with the music video placements.

918
00:51:28,040 --> 00:51:30,960
Speaker 3: You have a venue, what are you allowing in your

919
00:51:31,120 --> 00:51:34,359
Speaker 3: venue besides who page you? Obviously you can't get too

920
00:51:34,360 --> 00:51:35,640
Speaker 3: crazy with it because people.

921
00:51:36,560 --> 00:51:39,600
Speaker 2: But like what are smart ways to bring different audiences

922
00:51:39,680 --> 00:51:40,480
Speaker 2: inside your space?

923
00:51:41,360 --> 00:51:42,759
Speaker 3: They get a chance to experience it.

924
00:51:43,840 --> 00:51:47,040
Speaker 2: If you see this note of people who care about

925
00:51:47,080 --> 00:51:51,160
Speaker 2: craft cocktails, maybe a certain craft cocktails that day, the

926
00:51:51,239 --> 00:51:53,799
Speaker 2: people selling craft cocktails get the attention and distributors.

927
00:51:54,400 --> 00:51:56,040
Speaker 3: You see how we just walk down on the path

928
00:51:56,480 --> 00:51:57,320
Speaker 3: based on one.

929
00:51:57,200 --> 00:52:00,200
Speaker 2: Person that you know and you've had to spend half

930
00:52:00,200 --> 00:52:02,279
Speaker 2: an hour with you on your podcast, and there's probably

931
00:52:02,360 --> 00:52:08,080
Speaker 2: other people like him right in your audience. So start there,

932
00:52:08,640 --> 00:52:12,000
Speaker 2: and I encourage everyone to do this right start there

933
00:52:12,160 --> 00:52:15,080
Speaker 2: and then do the things they're interested. There's the best

934
00:52:15,120 --> 00:52:17,839
Speaker 2: form of market you can ever do. It's what Beats

935
00:52:17,880 --> 00:52:22,200
Speaker 2: did very early. Obviously we're to take advantage of Dre,

936
00:52:22,800 --> 00:52:26,640
Speaker 2: but we also knew so many people who love music.

937
00:52:26,440 --> 00:52:27,440
Speaker 3: Also love sports.

938
00:52:28,360 --> 00:52:31,719
Speaker 2: The majority of beats biggest moments or sports moments, not

939
00:52:31,800 --> 00:52:32,480
Speaker 2: music moments.

940
00:52:33,239 --> 00:52:34,720
Speaker 3: People don't get that, you know what I'm saying.

941
00:52:34,800 --> 00:52:37,960
Speaker 2: Like the issue with music is once it was a

942
00:52:37,960 --> 00:52:39,640
Speaker 2: Doctor Dre headphone, it wasn't going to be a jay

943
00:52:39,719 --> 00:52:40,360
Speaker 2: Z headphone.

944
00:52:40,480 --> 00:52:41,719
Speaker 3: It wasn't going to be a you know what I mean.

945
00:52:41,719 --> 00:52:43,600
Speaker 2: Like they were very much like this is my thing,

946
00:52:43,640 --> 00:52:45,800
Speaker 2: and jay Z had his own thing. So it's not

947
00:52:45,840 --> 00:52:49,759
Speaker 2: a bad thing. But with athletes who play as a team,

948
00:52:50,360 --> 00:52:52,200
Speaker 2: I take a payer in the locker room, every other

949
00:52:52,200 --> 00:52:55,520
Speaker 2: player wants them. Nobody when that's the bronze headphone, well

950
00:52:55,560 --> 00:52:57,000
Speaker 2: that's you know, I mean, they were like I want

951
00:52:57,000 --> 00:52:57,399
Speaker 2: that too.

952
00:52:58,960 --> 00:53:02,080
Speaker 3: Most of our big moments were in sports versus. We

953
00:53:02,120 --> 00:53:03,319
Speaker 3: had a lot of cool music stuff too.

954
00:53:04,080 --> 00:53:06,719
Speaker 2: But if I don't know my audience, I walk into

955
00:53:06,760 --> 00:53:10,920
Speaker 2: the category like a robot and go, oh, it's music

956
00:53:11,120 --> 00:53:14,680
Speaker 2: recording studios for all, Like you do the same robotic

957
00:53:14,760 --> 00:53:18,520
Speaker 2: stuff which gets you nowhere, Well.

958
00:53:18,480 --> 00:53:19,240
Speaker 3: Got me somewhere.

959
00:53:19,440 --> 00:53:22,279
Speaker 2: Was no, he's adjacent interests and these other things that

960
00:53:22,320 --> 00:53:25,560
Speaker 2: the audience was excited about, and then marketing to those

961
00:53:26,080 --> 00:53:28,800
Speaker 2: fashion So it wasn't people like it's culture.

962
00:53:28,800 --> 00:53:31,680
Speaker 3: It's not culture. You can call it culture.

963
00:53:32,760 --> 00:53:36,800
Speaker 2: I just knew the adjacent interest I knew the things

964
00:53:36,840 --> 00:53:38,680
Speaker 2: above and beyond music.

965
00:53:38,360 --> 00:53:42,520
Speaker 3: And doctor dre. What's that cloud of other things they

966
00:53:42,520 --> 00:53:43,040
Speaker 3: care about?

967
00:53:43,520 --> 00:53:45,920
Speaker 1: You're giving me so much right now?

968
00:53:46,520 --> 00:53:46,640
Speaker 2: Right?

969
00:53:47,000 --> 00:53:50,600
Speaker 3: This is this is, this is what marketing is. It's

970
00:53:50,680 --> 00:53:51,960
Speaker 3: not you know what I mean.

971
00:53:52,000 --> 00:53:54,640
Speaker 2: We make it into this big academic process and as

972
00:53:54,680 --> 00:53:57,279
Speaker 2: part of it that is so let me not say

973
00:53:57,320 --> 00:54:02,600
Speaker 2: that it's not. However, all the great marketing and look

974
00:54:02,360 --> 00:54:07,040
Speaker 2: I learned marketing from so many greats, and a lot

975
00:54:07,080 --> 00:54:07,880
Speaker 2: of them look like me.

976
00:54:08,520 --> 00:54:09,719
Speaker 3: A lot of them didn't look like me.

977
00:54:10,280 --> 00:54:14,040
Speaker 2: But if you listen to the stories, they're always the same.

978
00:54:14,400 --> 00:54:15,720
Speaker 3: It's a functional.

979
00:54:15,360 --> 00:54:20,319
Speaker 2: Listening and understanding what people care about and how do

980
00:54:20,360 --> 00:54:24,680
Speaker 2: you put those things together, and then sort of prompt

981
00:54:24,960 --> 00:54:28,279
Speaker 2: to your point, whether it's a social media person or.

982
00:54:28,200 --> 00:54:30,720
Speaker 3: A writer or a friend.

983
00:54:30,520 --> 00:54:34,799
Speaker 2: Or somebody who's making because again, notice what I said,

984
00:54:34,960 --> 00:54:36,880
Speaker 2: then this is about media and spending.

985
00:54:36,600 --> 00:54:41,080
Speaker 3: A lot of money. It's about knowing, putting it all together, having.

986
00:54:40,840 --> 00:54:43,560
Speaker 2: Someone help you get it out there, whether it's again

987
00:54:43,920 --> 00:54:44,560
Speaker 2: earned media.

988
00:54:44,760 --> 00:54:46,400
Speaker 3: You stand on a corner flip and a sign.

989
00:54:48,000 --> 00:54:50,239
Speaker 2: As long as that sign says the right thing based

990
00:54:50,280 --> 00:54:52,560
Speaker 2: on the people are driving by, you don't get some traction.

991
00:54:54,520 --> 00:54:58,480
Speaker 3: And it doesn't cost a lot of money.

992
00:54:59,160 --> 00:55:02,880
Speaker 2: Now I'm not saying tomorrow, go make toe house sign flippers.

993
00:55:03,000 --> 00:55:05,640
Speaker 3: I'm not saying them homework. I'm not saying to do it.

994
00:55:06,239 --> 00:55:09,040
Speaker 2: From my point is, if you do it, what's the

995
00:55:09,120 --> 00:55:12,120
Speaker 2: intersection with the people that make enough to afford a

996
00:55:12,160 --> 00:55:14,640
Speaker 2: membership at your place and like Craft Cocktails. See don't

997
00:55:14,640 --> 00:55:18,000
Speaker 2: know like like Craft Cocktails don't get the Solo House.

998
00:55:18,000 --> 00:55:20,640
Speaker 2: Well maybe you know about Solo House, right, So that's

999
00:55:20,640 --> 00:55:23,640
Speaker 2: another sh You might say they follow Solo House, they

1000
00:55:23,640 --> 00:55:28,880
Speaker 2: live in Toledo. Your marketing plan rights itself. Yeah, you

1001
00:55:28,960 --> 00:55:31,440
Speaker 2: got to know that customer are those adjacent interest?

1002
00:55:31,520 --> 00:55:31,640
Speaker 3: Right?

1003
00:55:31,680 --> 00:55:35,000
Speaker 2: So again, what I'm sharing with you is the architecture

1004
00:55:35,000 --> 00:55:37,400
Speaker 2: of Opus intelligence. It's also the architecture of how Omar

1005
00:55:37,480 --> 00:55:40,560
Speaker 2: Johnson thinks and what's going to be successful in marketing

1006
00:55:40,680 --> 00:55:43,040
Speaker 2: over the last few decades. Right, It's this point of

1007
00:55:43,080 --> 00:55:45,799
Speaker 2: view and that's what we've taught these models to do.

1008
00:55:47,320 --> 00:55:49,040
Speaker 1: You know, I am going to do this last one

1009
00:55:49,080 --> 00:55:51,040
Speaker 1: because you've been super gracious, so I will make this.

1010
00:55:51,040 --> 00:55:53,279
Speaker 1: This will be the last one. And so I think

1011
00:55:53,320 --> 00:55:58,280
Speaker 1: a lot about black owned businesses that are trying to scale,

1012
00:55:58,360 --> 00:56:00,080
Speaker 1: want to scale, not just you know, our health and

1013
00:56:00,120 --> 00:56:02,120
Speaker 1: wellness plant. I it's easy to put us out front

1014
00:56:02,120 --> 00:56:06,440
Speaker 1: when we're building something that's specifically for black people, black hair, texture, whatever,

1015
00:56:06,480 --> 00:56:09,000
Speaker 1: black skin, you know, but there are some of us

1016
00:56:09,040 --> 00:56:11,840
Speaker 1: who are building for a population people who may not

1017
00:56:11,880 --> 00:56:14,600
Speaker 1: look like us. So if you look at toll Houses social,

1018
00:56:14,680 --> 00:56:17,960
Speaker 1: you won't see me on any photos. Because I recognize

1019
00:56:18,000 --> 00:56:21,120
Speaker 1: that that could be rightly or wrong with this is

1020
00:56:21,120 --> 00:56:23,319
Speaker 1: how I think about it. That could be like off

1021
00:56:23,360 --> 00:56:25,480
Speaker 1: putting to people like, Okay, that's the black thing, that's

1022
00:56:25,480 --> 00:56:27,520
Speaker 1: the black club, and I don't want to be the

1023
00:56:27,560 --> 00:56:29,680
Speaker 1: black club. I want to be the club that this

1024
00:56:29,719 --> 00:56:33,799
Speaker 1: mission is designed, big club exactly. So, how you've been

1025
00:56:35,280 --> 00:56:39,600
Speaker 1: leaning into culture centric marketing, not black centric, but culture

1026
00:56:40,000 --> 00:56:44,680
Speaker 1: centric marketing. What can we learn from that about still

1027
00:56:44,760 --> 00:56:51,680
Speaker 1: how to show up authentically leaning into that And because

1028
00:56:51,920 --> 00:56:54,160
Speaker 1: again that's we are the table to your earlier point,

1029
00:56:54,440 --> 00:56:58,600
Speaker 1: how do we learn from those concepts and not become

1030
00:56:58,960 --> 00:57:04,080
Speaker 1: the black thing. Not that being wrong, but no, no, no.

1031
00:57:03,760 --> 00:57:04,960
Speaker 3: No, it's the.

1032
00:57:08,440 --> 00:57:13,760
Speaker 2: We sometimes get insecure when we have this conversation. Nothing

1033
00:57:13,800 --> 00:57:17,880
Speaker 2: we do do we want to limited to one group

1034
00:57:17,920 --> 00:57:21,320
Speaker 2: of people black, white, Hispanic. You want it to be

1035
00:57:21,320 --> 00:57:26,160
Speaker 2: as big as possible. So you're asking a scale and

1036
00:57:26,280 --> 00:57:31,400
Speaker 2: growth watch. I noticed sensitivity around that. I obviously live

1037
00:57:31,520 --> 00:57:36,040
Speaker 2: parts of it, right. I think your instincts are right

1038
00:57:36,200 --> 00:57:41,520
Speaker 2: with your space. To your point, space is magical in

1039
00:57:41,560 --> 00:57:45,960
Speaker 2: its own, doesn't need you, right, space needs to be magical.

1040
00:57:45,680 --> 00:57:46,120
Speaker 3: On its own.

1041
00:57:46,960 --> 00:57:49,160
Speaker 2: If I'm you, I'm also thinking about how do I

1042
00:57:49,160 --> 00:57:51,919
Speaker 2: see back to be shared interests, how do I bring

1043
00:57:52,000 --> 00:57:56,120
Speaker 2: other people in? Right? So, look, I don't know too

1044
00:57:56,120 --> 00:57:58,720
Speaker 2: many people who look like me who drink bourbon.

1045
00:57:59,240 --> 00:58:03,480
Speaker 3: I just don't. There's a bourbon nite, you see them going,

1046
00:58:04,200 --> 00:58:09,680
Speaker 3: there's a bourbon night. You think again, back to these behaviors.

1047
00:58:10,040 --> 00:58:13,000
Speaker 2: You think about other behaviors where people need a space

1048
00:58:13,040 --> 00:58:16,720
Speaker 2: to be, and you look at them not only for

1049
00:58:16,760 --> 00:58:21,760
Speaker 2: the interest, but also maybe additional demographics. So when you

1050
00:58:21,840 --> 00:58:24,520
Speaker 2: have those images and recaps of that thing, it paints

1051
00:58:24,520 --> 00:58:27,000
Speaker 2: a really broad picture of what your space can be

1052
00:58:27,200 --> 00:58:30,800
Speaker 2: and what it can do. Yeah, all said, it does

1053
00:58:30,840 --> 00:58:37,120
Speaker 2: not stop you from one version of that being, you know,

1054
00:58:37,440 --> 00:58:42,080
Speaker 2: a night of spoken word, a night of you know,

1055
00:58:42,280 --> 00:58:44,200
Speaker 2: whether it's counter protests.

1056
00:58:43,800 --> 00:58:45,680
Speaker 3: Or whatever it may be, doesn't stop you from doing that.

1057
00:58:46,120 --> 00:58:49,280
Speaker 2: But that's a page in the book at your building,

1058
00:58:49,800 --> 00:58:50,760
Speaker 2: and I think you can build a.

1059
00:58:50,800 --> 00:58:52,920
Speaker 3: Quite broad and colorful book.

1060
00:58:53,000 --> 00:58:57,000
Speaker 2: Again, once you understand your audiences and you understand the behavior,

1061
00:58:57,360 --> 00:58:59,480
Speaker 2: you understand what they feel, what they say, what they do,

1062
00:58:59,520 --> 00:59:00,760
Speaker 2: which is what system trying to.

1063
00:59:00,680 --> 00:59:01,520
Speaker 3: Teach every day.

1064
00:59:02,040 --> 00:59:05,160
Speaker 2: But once you know that, it opens you up to

1065
00:59:05,240 --> 00:59:07,440
Speaker 2: kind of take an advantage of those things and not

1066
00:59:07,520 --> 00:59:10,120
Speaker 2: being a one trick point, right, what tends to happen

1067
00:59:10,160 --> 00:59:13,439
Speaker 2: with businesses? To your point that we run and we own,

1068
00:59:14,000 --> 00:59:16,360
Speaker 2: we're very familiar with how to get our people in're

1069
00:59:16,440 --> 00:59:20,040
Speaker 2: very familiar with what they want. So back to like

1070
00:59:20,320 --> 00:59:23,080
Speaker 2: not being a lazy marketer, Yeah right, you know what

1071
00:59:23,120 --> 00:59:26,880
Speaker 2: I'm saying, Like a lazy marketersert.

1072
00:59:25,640 --> 00:59:28,640
Speaker 3: And I know what they care about. That's lazy. You

1073
00:59:28,760 --> 00:59:30,720
Speaker 3: always have a lazy result.

1074
00:59:31,200 --> 00:59:34,320
Speaker 2: But if you truly care about an expansive business, you're

1075
00:59:34,360 --> 00:59:37,800
Speaker 2: tapping into multiple different audiences and you're tapping into into

1076
00:59:37,840 --> 00:59:40,120
Speaker 2: the into their passions and what they care about. So

1077
00:59:40,840 --> 00:59:45,160
Speaker 2: that's again a lot of what I aspire scale for

1078
00:59:45,200 --> 00:59:48,600
Speaker 2: the world. You actually understand only what they look like

1079
00:59:48,680 --> 00:59:50,400
Speaker 2: and what they care about, but then what to do

1080
00:59:50,400 --> 00:59:51,080
Speaker 2: with market today?

1081
00:59:52,200 --> 00:59:56,720
Speaker 1: Love it elbus, Intel dot co is early access. You

1082
00:59:56,720 --> 00:59:58,640
Speaker 1: could sign up right now for early access. When can

1083
00:59:58,680 --> 00:59:59,760
Speaker 1: people like get in.

1084
01:00:01,240 --> 01:00:01,479
Speaker 3: Next?

1085
01:00:01,560 --> 01:00:04,919
Speaker 2: Call it next forty five days. We're rolling products out

1086
01:00:05,040 --> 01:00:07,920
Speaker 2: as the United stings go. We're rolling products out right now.

1087
01:00:07,960 --> 01:00:09,520
Speaker 2: We have a lot of big corporations in so they

1088
01:00:09,640 --> 01:00:13,000
Speaker 2: kind of hold they kind of sucking up all the bandwidth.

1089
01:00:13,920 --> 01:00:15,959
Speaker 3: The next couple of months we will start to bring

1090
01:00:16,000 --> 01:00:17,240
Speaker 3: in smaller businesses.

1091
01:00:17,320 --> 01:00:22,840
Speaker 2: So Opensintelligence dot com Part one two. There's a sign

1092
01:00:22,920 --> 01:00:26,920
Speaker 2: up page and we're starting to take names. So it's

1093
01:00:26,960 --> 01:00:29,040
Speaker 2: in the next quarter we'll start to reach out and

1094
01:00:29,120 --> 01:00:33,360
Speaker 2: bring people in sequentially. But right now we've been focused

1095
01:00:33,400 --> 01:00:36,760
Speaker 2: on so you know, we've got some big leagues and

1096
01:00:36,840 --> 01:00:39,880
Speaker 2: some big names who are using our software, so we're

1097
01:00:39,920 --> 01:00:41,760
Speaker 2: spending a lot of time with them before we.

1098
01:00:41,720 --> 01:00:43,560
Speaker 3: Start spending time with smaller businesses.

1099
01:00:43,840 --> 01:00:47,520
Speaker 2: The good news is the bigs actually subjetized the smalls, right,

1100
01:00:47,640 --> 01:00:50,200
Speaker 2: So you want us do an issue, you want us

1101
01:00:50,320 --> 01:00:56,280
Speaker 2: working with the big multi billion dollar multinationals, because you

1102
01:00:56,320 --> 01:01:01,960
Speaker 2: know the toll houses and the smaller organization's been from, you.

1103
01:01:01,920 --> 01:01:03,160
Speaker 3: Know the work they do with us.

1104
01:01:04,120 --> 01:01:06,520
Speaker 1: Black Tech Green Money is the production of Blavity Afro

1105
01:01:06,680 --> 01:01:09,560
Speaker 1: Tech on the Black Effect podcast Networking Night Hire Media.

1106
01:01:09,680 --> 01:01:12,880
Speaker 1: It's produced by Morgan Debaun and me Well Lucas, with

1107
01:01:13,000 --> 01:01:16,040
Speaker 1: the digital production support by k McDonald, Sarah Ergan and

1108
01:01:16,080 --> 01:01:19,040
Speaker 1: Jada McGee. Special thank you to Michael Davis and Lovebeach.

1109
01:01:19,400 --> 01:01:21,840
Speaker 1: Learn more about my guessing other technives us an innovators

1110
01:01:21,840 --> 01:01:25,439
Speaker 1: at afrotech dot com. Video version this episode will drop

1111
01:01:25,480 --> 01:01:27,680
Speaker 1: to Black Tech Green Money on YouTube. So'll tap in

1112
01:01:28,520 --> 01:01:31,200
Speaker 1: join your Black Tech Green Money shit us to somebody

1113
01:01:31,960 --> 01:01:33,960
Speaker 1: go get your money. Be similar