1 00:00:00,040 --> 00:00:03,600 Speaker 1: An illegal alien from Guatemala charged with raping a child 2 00:00:03,680 --> 00:00:07,480 Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador 3 00:00:07,720 --> 00:00:11,840 Speaker 1: accused of murdering a Texas man of Venezuelan charged with 4 00:00:11,920 --> 00:00:15,840 Speaker 1: filming and selling child pornography in Michigan. These are just 5 00:00:15,920 --> 00:00:19,680 Speaker 1: some of the heinous migrant criminals caught because of President 6 00:00:19,720 --> 00:00:23,320 Speaker 1: Donald J. Trump's leadership. I'm Christy nom the United States 7 00:00:23,320 --> 00:00:28,120 Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border 8 00:00:28,160 --> 00:00:31,680 Speaker 1: crossings are at the lowest levels ever recorded, and over 9 00:00:31,760 --> 00:00:34,960 Speaker 1: one hundred thousand illegal aliens have been arrested. If you 10 00:00:35,040 --> 00:00:38,920 Speaker 1: are here illegally, your next you will be fined nearly 11 00:00:39,000 --> 00:00:43,000 Speaker 1: one thousand dollars a day, imprisoned, and deported. You will 12 00:00:43,040 --> 00:00:46,680 Speaker 1: never return. But if you register using our CBP home 13 00:00:46,720 --> 00:00:50,120 Speaker 1: app and leave now, you could be allowed to return legally. 14 00:00:50,479 --> 00:00:55,240 Speaker 1: Do what's right. Leave now. Under President Trump, America's laws, 15 00:00:55,400 --> 00:00:57,840 Speaker 1: border and families will be protected. 16 00:00:57,920 --> 00:01:00,000 Speaker 2: Sponsored by the United States Department of Homeland Security. 17 00:01:00,240 --> 00:01:02,639 Speaker 3: Sean Combs is a great entrepreneur. 18 00:01:02,720 --> 00:01:05,320 Speaker 4: He is I will go down in history as one 19 00:01:05,360 --> 00:01:09,600 Speaker 4: of the greatest entrepreneurs in American history from my standpoint. 20 00:01:09,760 --> 00:01:11,920 Speaker 3: And he's a great entrepreneur. First, a lot of people 21 00:01:11,959 --> 00:01:14,199 Speaker 3: don't know he started as a businessman. 22 00:01:14,720 --> 00:01:16,679 Speaker 4: He you know, they people know him as an artist 23 00:01:16,680 --> 00:01:19,039 Speaker 4: and a fashion icon and so on and so forth. 24 00:01:19,080 --> 00:01:22,440 Speaker 4: But his first role in the entertainment business was as 25 00:01:22,480 --> 00:01:24,800 Speaker 4: an owner, you know, well, first as an an R 26 00:01:25,560 --> 00:01:29,040 Speaker 4: at Uptown Records, but then you know, ultimately as an 27 00:01:29,040 --> 00:01:31,679 Speaker 4: owner of Bad Boy Records. He was not an artist 28 00:01:31,840 --> 00:01:36,160 Speaker 4: when he first owned Bad Boy Records. So from there, 29 00:01:36,240 --> 00:01:39,520 Speaker 4: from you know, where he took that company alone as 30 00:01:39,560 --> 00:01:42,840 Speaker 4: a as an entrepreneur was incredible and would go down 31 00:01:42,880 --> 00:01:46,000 Speaker 4: in history in and of itself. But then too, one 32 00:01:46,040 --> 00:01:48,360 Speaker 4: of the things I said, I was really super fortunate 33 00:01:48,400 --> 00:01:51,840 Speaker 4: to experience, and this is something that you know, is 34 00:01:51,960 --> 00:01:56,080 Speaker 4: part of the American dream experience is to see businesses 35 00:01:56,160 --> 00:01:59,440 Speaker 4: go from an idea from like sketches on a table 36 00:01:59,680 --> 00:02:02,920 Speaker 4: to like a real business with hundreds of employees with 37 00:02:03,040 --> 00:02:07,080 Speaker 4: hundreds of million dollars in sales, and like not just once, 38 00:02:07,320 --> 00:02:10,120 Speaker 4: like I started like three four times over, literally like 39 00:02:10,200 --> 00:02:12,079 Speaker 4: things being sketched that we're gonna do this, We're gonna 40 00:02:12,120 --> 00:02:12,320 Speaker 4: do this. 41 00:02:12,440 --> 00:02:14,519 Speaker 3: How the plow is gonna look, what's the TV network 42 00:02:14,560 --> 00:02:15,160 Speaker 3: gonna look like? 43 00:02:15,400 --> 00:02:17,760 Speaker 4: You know, how what are the segments we want, you know, 44 00:02:17,880 --> 00:02:19,720 Speaker 4: on on a twenty four hour day, and what's that 45 00:02:19,760 --> 00:02:21,960 Speaker 4: gonna look like going from that, you know, from an 46 00:02:21,960 --> 00:02:26,200 Speaker 4: idea to actually happening. And that's a phenomenal, incredible thing, 47 00:02:26,720 --> 00:02:30,400 Speaker 4: really difficult to do, and to do it, you know, 48 00:02:30,880 --> 00:02:34,160 Speaker 4: three or four times over in a big way, like uh, 49 00:02:34,200 --> 00:02:37,000 Speaker 4: you know Sean Combs did is really unprecedented. 50 00:02:37,120 --> 00:02:39,600 Speaker 2: And we're not talking about a huge time for him. 51 00:02:39,600 --> 00:02:41,760 Speaker 2: It's on like twenty years. He's done this full time. 52 00:02:41,840 --> 00:02:45,040 Speaker 4: Absolutely, you've still got to still time to come too, right, 53 00:02:45,200 --> 00:02:47,480 Speaker 4: So this is these are the years where most executives 54 00:02:47,520 --> 00:02:51,880 Speaker 4: are really just getting into groove and and creating a great, 55 00:02:52,200 --> 00:02:56,080 Speaker 4: great ideas. So here here's what's so. I will say 56 00:02:56,520 --> 00:02:59,640 Speaker 4: he is rarefied air as an entrepreneur. 57 00:03:00,320 --> 00:03:02,320 Speaker 3: So you have to understand at first. 58 00:03:02,360 --> 00:03:06,760 Speaker 4: So it's not it's not by accident, it's not you 59 00:03:06,800 --> 00:03:10,720 Speaker 4: know luck, it's you know, he has great instincts, he 60 00:03:10,760 --> 00:03:14,839 Speaker 4: has great instincts, he has great negotiating instincts, he has 61 00:03:15,000 --> 00:03:16,880 Speaker 4: great instincts of the marketplace. 62 00:03:17,240 --> 00:03:19,240 Speaker 3: Right. So essentially, what. 63 00:03:20,760 --> 00:03:26,240 Speaker 4: Puff purposefully created was a whole new category which you 64 00:03:26,280 --> 00:03:30,600 Speaker 4: know I call and we call urban aspirational. That category 65 00:03:30,639 --> 00:03:34,480 Speaker 4: really didn't exist, right, so and off of that category 66 00:03:34,520 --> 00:03:36,400 Speaker 4: if you really think about everything he created. So it 67 00:03:36,400 --> 00:03:38,880 Speaker 4: started with the music and everybody was talking about the 68 00:03:38,920 --> 00:03:40,960 Speaker 4: shiny suits, this, that and the other. But he showed 69 00:03:40,960 --> 00:03:45,080 Speaker 4: you lifestyle that no one ever thought about other than 70 00:03:45,120 --> 00:03:48,760 Speaker 4: in a comedic way showing, you know, for the hip 71 00:03:48,800 --> 00:03:53,560 Speaker 4: hop community. He showed you private jet lifestyle, jet ski lifestyle, 72 00:03:53,880 --> 00:03:58,520 Speaker 4: and it all was purposeful about this narrative around you know, 73 00:03:58,560 --> 00:04:01,600 Speaker 4: we can aspire to these great things, is seawan. John 74 00:04:01,880 --> 00:04:04,760 Speaker 4: was totally about aspirations, like I want to clothes that 75 00:04:04,920 --> 00:04:07,960 Speaker 4: feel like you're rich that you're wearing. I want, you know, 76 00:04:08,000 --> 00:04:10,280 Speaker 4: at this time, he had, you know, he had felt 77 00:04:10,520 --> 00:04:13,840 Speaker 4: you know, Gucci and all these other brand names on him, 78 00:04:13,840 --> 00:04:15,640 Speaker 4: and He's like, I want showing John to feel like 79 00:04:15,680 --> 00:04:18,800 Speaker 4: that on the consumer, and I wanted to fit them 80 00:04:18,960 --> 00:04:21,400 Speaker 4: right and they're going to feel like, you know, a 81 00:04:21,480 --> 00:04:24,479 Speaker 4: million bucks when they put it on. So he created 82 00:04:24,520 --> 00:04:27,440 Speaker 4: a whole category once again just a rare thing for 83 00:04:27,440 --> 00:04:32,200 Speaker 4: anybody to do. And he parlayed that category into different 84 00:04:32,320 --> 00:04:33,960 Speaker 4: consumer products groups. 85 00:04:33,600 --> 00:04:36,000 Speaker 3: From from clothing to. 86 00:04:37,680 --> 00:04:40,880 Speaker 4: UH to then spirits, you know, to to even how 87 00:04:41,200 --> 00:04:45,080 Speaker 4: he approached his television work and UH you know, and 88 00:04:45,240 --> 00:04:48,640 Speaker 4: and and many other different consumer products categories that he 89 00:04:48,680 --> 00:04:52,640 Speaker 4: got it involved in, including water and and and other things. 90 00:04:52,680 --> 00:04:56,039 Speaker 4: So aqu hundred aquahadri So I started with all cameras 91 00:04:56,200 --> 00:04:59,120 Speaker 4: you see it, uh so uh yeah so that so, 92 00:04:59,320 --> 00:05:01,200 Speaker 4: but but a coup things. I would say, this is 93 00:05:01,360 --> 00:05:05,400 Speaker 4: really I think unique about someone like myself working with him. 94 00:05:06,520 --> 00:05:10,000 Speaker 4: I'm there to be the analytical person and to do 95 00:05:10,080 --> 00:05:13,640 Speaker 4: everything I learned, right, is like do valuation models. And 96 00:05:14,000 --> 00:05:17,440 Speaker 4: for all of my fellow MBAs and so on, Like 97 00:05:17,760 --> 00:05:22,000 Speaker 4: when you get around someone like us Sean Combs or 98 00:05:22,080 --> 00:05:25,000 Speaker 4: Sean Carter or whatever, don't think you have to lose 99 00:05:25,040 --> 00:05:26,960 Speaker 4: the skill set that you're supposed to be bringing to 100 00:05:27,040 --> 00:05:30,279 Speaker 4: the table. In fact, trust that skill set because it's 101 00:05:30,320 --> 00:05:33,160 Speaker 4: really important and it's important for you to bring that 102 00:05:33,200 --> 00:05:33,840 Speaker 4: to the table. 103 00:05:34,240 --> 00:05:37,160 Speaker 3: But I would say, what I learned is that. 104 00:05:38,440 --> 00:05:42,560 Speaker 4: There is something important about instinct, there is something important 105 00:05:42,600 --> 00:05:50,400 Speaker 4: about celebrity, and there is something important about you knowing 106 00:05:50,440 --> 00:05:52,880 Speaker 4: your value and being able to walk away from a deal. 107 00:05:53,200 --> 00:05:56,440 Speaker 3: So I would say one of the great things that Sean. 108 00:05:56,200 --> 00:05:58,520 Speaker 4: Was able to always do it almost any deal I 109 00:05:58,560 --> 00:06:00,880 Speaker 4: was involved in him with is I would set the 110 00:06:00,960 --> 00:06:03,400 Speaker 4: range and say Okay, we're going to the room. If 111 00:06:03,440 --> 00:06:05,920 Speaker 4: we get this deal to around this level, you know, 112 00:06:05,920 --> 00:06:07,919 Speaker 4: if we get it to like fifteen million. 113 00:06:07,880 --> 00:06:10,280 Speaker 3: That's a really good deal. We really should do it right. 114 00:06:10,600 --> 00:06:12,200 Speaker 4: If it's below that, we can, you know, maybe we 115 00:06:12,240 --> 00:06:15,240 Speaker 4: want to keep negotiating, you know whatever. So many times 116 00:06:15,279 --> 00:06:16,600 Speaker 4: I've been in the room and we get to the 117 00:06:16,600 --> 00:06:19,719 Speaker 4: fifteen and I'm like, I'm smiling, I'm happy, like smiling 118 00:06:19,720 --> 00:06:22,520 Speaker 4: on the inside, and he's and you know, and he's 119 00:06:22,520 --> 00:06:25,080 Speaker 4: just he'll look at him like, yeah, all right, well 120 00:06:25,120 --> 00:06:26,880 Speaker 4: I don't think we're gonna have a deal today. You know, 121 00:06:27,000 --> 00:06:29,760 Speaker 4: y'all just don't really know my value. Thanks very much. 122 00:06:29,880 --> 00:06:31,560 Speaker 4: I talked to you and I'm like kicking them, like 123 00:06:31,600 --> 00:06:34,080 Speaker 4: what are you doing? We got we got to our number, 124 00:06:34,160 --> 00:06:35,440 Speaker 4: you know what I mean. But he was like I 125 00:06:35,440 --> 00:06:37,159 Speaker 4: could look in their eyes and know they wanted to 126 00:06:37,200 --> 00:06:39,120 Speaker 4: do more, you know what I mean. 127 00:06:39,320 --> 00:06:41,720 Speaker 3: I knew, I know they are not leaving here without 128 00:06:41,800 --> 00:06:44,800 Speaker 3: doing this deal. But like I said, everyone's down. An 129 00:06:44,880 --> 00:06:46,280 Speaker 3: entrepreneur that takes. 130 00:06:46,040 --> 00:06:49,200 Speaker 4: Guts to walk away from some of the numbers we 131 00:06:49,240 --> 00:06:53,039 Speaker 4: would walk away from and say no to that he 132 00:06:53,080 --> 00:06:55,600 Speaker 4: would walk away from say no to takes a lot 133 00:06:55,600 --> 00:06:58,320 Speaker 4: of guts and belief in yourself and he and that 134 00:06:58,480 --> 00:07:00,760 Speaker 4: was part of how he approached deals. 135 00:07:00,760 --> 00:07:02,479 Speaker 3: He never went into a deal like I gotta have 136 00:07:02,560 --> 00:07:02,880 Speaker 3: this deal. 137 00:07:04,680 --> 00:07:06,920 Speaker 5: This episode is brought to you by P and C Bank. 138 00:07:07,320 --> 00:07:10,080 Speaker 5: A lot of people think podcasts about work are boring, 139 00:07:10,320 --> 00:07:14,160 Speaker 5: and sure they definitely can be, but understanding a professional's 140 00:07:14,240 --> 00:07:17,480 Speaker 5: routine shows us how they achieve their success little by little, 141 00:07:17,880 --> 00:07:21,520 Speaker 5: day after day. 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These are just 173 00:09:10,880 --> 00:09:14,640 Speaker 1: some of the heinous migrant criminals caught because of President 174 00:09:14,679 --> 00:09:18,280 Speaker 1: Donald J. Trump's leadership. I'm Christy nom the United States 175 00:09:18,280 --> 00:09:23,080 Speaker 1: Secretary of Homeland Security. Under President Trump, attempted illegal border 176 00:09:23,120 --> 00:09:26,640 Speaker 1: crossings are at the lowest levels ever recorded, and over 177 00:09:26,720 --> 00:09:29,920 Speaker 1: one hundred thousand illegal aliens have been arrested. If you 178 00:09:30,000 --> 00:09:33,880 Speaker 1: are here illegally, your next you will be fined nearly 179 00:09:33,960 --> 00:09:37,960 Speaker 1: one thousand dollars a day, imprisoned, and deported. You will 180 00:09:38,000 --> 00:09:41,640 Speaker 1: never return. But if you register using our CBP home 181 00:09:41,679 --> 00:09:45,079 Speaker 1: app and leave now, you could be allowed to return legally. 182 00:09:45,440 --> 00:09:50,199 Speaker 1: Do what's right. Leave now. Under President Trump, America's laws 183 00:09:50,360 --> 00:09:52,800 Speaker 1: border and families will be protected. 184 00:09:52,880 --> 00:09:55,040 Speaker 2: Sponsored by the United States Department of Homeland Security. 185 00:09:55,160 --> 00:09:58,000 Speaker 4: He never went as anything with desperation, and some of 186 00:09:58,040 --> 00:09:59,480 Speaker 4: that is about planning. 187 00:10:00,000 --> 00:10:03,439 Speaker 3: And then you saw Sean Comb's and Bad Boy Do. 188 00:10:03,760 --> 00:10:05,600 Speaker 3: It had been in the works for years. 189 00:10:06,000 --> 00:10:08,880 Speaker 4: I wasn't involved in anything that didn't take twelve to 190 00:10:08,920 --> 00:10:09,880 Speaker 4: twenty four months. 191 00:10:10,160 --> 00:10:12,800 Speaker 3: It had been in the work for years. So none 192 00:10:12,840 --> 00:10:15,400 Speaker 3: of these are like knee jerk like. One of the. 193 00:10:15,400 --> 00:10:17,920 Speaker 4: Better places to be as an athlete or an entertainer 194 00:10:18,400 --> 00:10:23,320 Speaker 4: is where you have to make decisions to survive, right 195 00:10:23,440 --> 00:10:27,679 Speaker 4: survival decisions versus you've mapped out. Of course, like you know, 196 00:10:28,240 --> 00:10:30,719 Speaker 4: Sean was very strategic about when am I going to 197 00:10:30,760 --> 00:10:32,679 Speaker 4: be in the spirits business. I know I'm going to 198 00:10:32,760 --> 00:10:34,520 Speaker 4: be there at a certain point, but I want to 199 00:10:34,520 --> 00:10:38,800 Speaker 4: build my brand of celebration and I want to build 200 00:10:38,880 --> 00:10:43,440 Speaker 4: my brand of aspiration enough so that when I get 201 00:10:43,559 --> 00:10:46,280 Speaker 4: to the spirits business, I could create a brand that 202 00:10:46,400 --> 00:10:48,880 Speaker 4: sits at a certain price point, that stands for a 203 00:10:48,880 --> 00:10:51,600 Speaker 4: certain thing, and that will be presented the right way. 204 00:10:51,760 --> 00:10:54,960 Speaker 4: So these things were orchestrated, you know, years in advance 205 00:10:55,360 --> 00:10:59,920 Speaker 4: before we got into the businesses. And then negotiating the deals. 206 00:11:00,320 --> 00:11:03,320 Speaker 4: To negotiate the deal you really want sometimes takes a 207 00:11:03,400 --> 00:11:05,600 Speaker 4: long time and means you're gonna have to have a 208 00:11:05,600 --> 00:11:08,040 Speaker 4: lot of patients, a lot of faith in yourself. People 209 00:11:08,040 --> 00:11:10,560 Speaker 4: are gonna come to you many times to say all right, 210 00:11:10,640 --> 00:11:13,280 Speaker 4: do this deal. Now we're walking away, and you may 211 00:11:13,320 --> 00:11:16,480 Speaker 4: have to say, all right, walk away, No, you're worth right. 212 00:11:17,000 --> 00:11:17,800 Speaker 3: And I mean that was him. 213 00:11:17,880 --> 00:11:20,680 Speaker 4: He was great at that, but also great at just 214 00:11:20,840 --> 00:11:25,240 Speaker 4: identifying opportunities. We talked about it earlier, identifying white space 215 00:11:25,880 --> 00:11:29,600 Speaker 4: in the spirits industry, that the success of Sarak was 216 00:11:29,720 --> 00:11:31,600 Speaker 4: all about identifying. 217 00:11:30,960 --> 00:11:31,559 Speaker 3: The white space. 218 00:11:31,600 --> 00:11:37,439 Speaker 4: There was no premium alcohol that our community could call 219 00:11:37,520 --> 00:11:40,280 Speaker 4: it rome. They were like running to the Great Gooses, 220 00:11:40,360 --> 00:11:43,480 Speaker 4: all these other brands that really didn't want us as customers, 221 00:11:44,000 --> 00:11:49,200 Speaker 4: and he knew there was just a huge white space. 222 00:11:49,320 --> 00:11:51,720 Speaker 3: So how did the Srob deal even come about? Right? 223 00:11:51,760 --> 00:11:54,880 Speaker 2: Because at that time we saw a lot of people, 224 00:11:54,960 --> 00:11:57,400 Speaker 2: well mostly I felt like that boy in Rockefelle were 225 00:11:57,440 --> 00:11:58,080 Speaker 2: going back and forth. 226 00:11:58,160 --> 00:12:01,520 Speaker 3: Right, they had rock a Wishing, uh. 227 00:12:00,840 --> 00:12:02,840 Speaker 2: The shouts John, I loved the Fifth that was like, 228 00:12:02,880 --> 00:12:04,560 Speaker 2: I'll fade the Corolon line, like we want that fifth 229 00:12:04,559 --> 00:12:08,320 Speaker 2: ass to all the time, right, But you know, they 230 00:12:08,320 --> 00:12:11,160 Speaker 2: were coming out with Armordale and I remember Ludacris had 231 00:12:11,200 --> 00:12:13,880 Speaker 2: came out with an alcohol and was what was the 232 00:12:13,960 --> 00:12:16,680 Speaker 2: idea to create your own or partner with a company 233 00:12:16,760 --> 00:12:17,560 Speaker 2: that was already existed? 234 00:12:17,600 --> 00:12:18,559 Speaker 3: How did that deal come though? 235 00:12:18,720 --> 00:12:21,920 Speaker 4: So the deal was with the I Joe and they 236 00:12:21,960 --> 00:12:25,200 Speaker 4: had done a couple of things with bad Boy and 237 00:12:25,520 --> 00:12:28,360 Speaker 4: Sean and just loved the results. So I think I'm 238 00:12:28,360 --> 00:12:30,079 Speaker 4: not even sure what the lady list of things were, 239 00:12:30,120 --> 00:12:35,480 Speaker 4: but whether they were events, parties, everything they did, you know, uh, 240 00:12:35,600 --> 00:12:37,960 Speaker 4: you know, puff just over delivered to you know in 241 00:12:38,000 --> 00:12:40,079 Speaker 4: a way that they were like we really want to 242 00:12:40,080 --> 00:12:43,679 Speaker 4: be in business with So honestly, the initial conversations were 243 00:12:43,679 --> 00:12:45,360 Speaker 4: a range of things. You know, we could start our 244 00:12:45,360 --> 00:12:50,480 Speaker 4: own products, could develop something from scratch and and or. 245 00:12:50,480 --> 00:12:52,200 Speaker 3: Anything like what do you want to do the type 246 00:12:52,200 --> 00:12:52,480 Speaker 3: of thing? 247 00:12:52,559 --> 00:12:56,680 Speaker 4: Right, So, I think the biggest thing that happened was 248 00:12:56,720 --> 00:13:00,600 Speaker 4: they had this product, this uh, this product that they said, 249 00:13:00,600 --> 00:13:01,559 Speaker 4: you know, look we just launched. 250 00:13:01,600 --> 00:13:03,920 Speaker 3: This is not it really hasn't done much. You know, 251 00:13:04,320 --> 00:13:05,440 Speaker 3: what do you think about it? 252 00:13:06,320 --> 00:13:09,120 Speaker 4: And he thought it could work for him basically, So 253 00:13:09,960 --> 00:13:12,160 Speaker 4: we ended up going going. 254 00:13:11,960 --> 00:13:14,160 Speaker 3: Down that path and that was the first product. 255 00:13:14,200 --> 00:13:17,319 Speaker 4: The next product was he always didn't want to create 256 00:13:17,320 --> 00:13:20,280 Speaker 4: something from scratch. And the next product was a te 257 00:13:20,360 --> 00:13:25,079 Speaker 4: kill a product which was an acquisition, but again was 258 00:13:25,120 --> 00:13:28,280 Speaker 4: totally driven by something he wanted to do and something 259 00:13:28,320 --> 00:13:30,959 Speaker 4: he had vetted out and wanted to launch. 260 00:13:31,480 --> 00:13:34,839 Speaker 2: What I read like the history of like soraka names 261 00:13:34,840 --> 00:13:37,520 Speaker 2: like Nick Stoor him come up and I know he 262 00:13:37,640 --> 00:13:40,760 Speaker 2: was part of the hypnotic movement And then was is 263 00:13:40,800 --> 00:13:42,080 Speaker 2: he part of it? Was he part of the team 264 00:13:42,080 --> 00:13:45,400 Speaker 2: originally that was the acquisition part with us throughout. 265 00:13:45,559 --> 00:13:47,880 Speaker 4: Yeah, he was in day one at the acquisition level, 266 00:13:47,880 --> 00:13:50,440 Speaker 4: but I think immediately, you know, he was on that 267 00:13:50,559 --> 00:13:54,839 Speaker 4: list of people we need like day two to go, 268 00:13:55,080 --> 00:13:58,240 Speaker 4: you know, promote the brain. And I mean, I think 269 00:13:58,280 --> 00:14:00,360 Speaker 4: that another thing I'm not going to give where all 270 00:14:00,400 --> 00:14:02,200 Speaker 4: the secrets because I know the book is coming. 271 00:14:02,679 --> 00:14:06,040 Speaker 3: The book is coming. The book is coming for sure. 272 00:14:06,400 --> 00:14:10,360 Speaker 4: But another thing, you know, uh, you know, Showing was 273 00:14:10,520 --> 00:14:13,000 Speaker 4: always focused on was. 274 00:14:14,520 --> 00:14:15,480 Speaker 3: Not playing fair. 275 00:14:16,160 --> 00:14:19,920 Speaker 4: So how do I use my celebrity to catapult something 276 00:14:20,320 --> 00:14:21,960 Speaker 4: in a unique way? How do I do things that 277 00:14:22,000 --> 00:14:26,640 Speaker 4: other people can't do to catapult. 278 00:14:25,920 --> 00:14:27,480 Speaker 3: My brands uniquely? 279 00:14:28,080 --> 00:14:31,960 Speaker 4: And that was the approach with you know, with Sorak, 280 00:14:32,120 --> 00:14:34,320 Speaker 4: is that I have to really own the lifestyle. 281 00:14:35,080 --> 00:14:37,280 Speaker 3: And I'm gonna do it, you know, unfairly. 282 00:14:37,280 --> 00:14:40,880 Speaker 4: I'm gonna go get every celebrity friend I have every 283 00:14:41,080 --> 00:14:47,200 Speaker 4: but not only that, but every lifestyle person in each market. 284 00:14:47,400 --> 00:14:50,400 Speaker 3: You know, who's the person on the radio. 285 00:14:50,720 --> 00:14:54,600 Speaker 4: Who's the receptionist that just knows everybody? Who are the 286 00:14:54,680 --> 00:14:57,320 Speaker 4: party throwers in each market. I'm going to go lock 287 00:14:57,440 --> 00:15:01,080 Speaker 4: all of them down. Create ambassadors, create you know this, 288 00:15:01,160 --> 00:15:06,200 Speaker 4: I rack DJs, you know, creates boys, rock girls. 289 00:15:06,440 --> 00:15:08,600 Speaker 3: How am I going to lock down the lifestyle? 290 00:15:08,800 --> 00:15:11,280 Speaker 2: It's like that they turned from the nineties era of 291 00:15:11,320 --> 00:15:14,720 Speaker 2: making the million dollar video to the sixty second commercial. 292 00:15:14,720 --> 00:15:16,360 Speaker 2: That feels like the million dollar video so he's in 293 00:15:16,400 --> 00:15:19,720 Speaker 2: the helicopters. He's like James Bondo, like Shot. He likes 294 00:15:19,720 --> 00:15:22,720 Speaker 2: to call him Black Season. Well most of these commercials 295 00:15:22,760 --> 00:15:25,480 Speaker 2: were like, yeah, if we drinks Iraq, we can have 296 00:15:25,560 --> 00:15:27,720 Speaker 2: that lifestyle too, So like he's a genius. 297 00:15:27,760 --> 00:15:30,280 Speaker 3: Man did he Man's That's why call him Black Season. 298 00:15:31,440 --> 00:15:33,160 Speaker 3: He needs embodies that whole vi