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Speaker 1: heart or text I Heeart to five hundred, five hundred.

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Speaker 1: My nextus is the founder of Glory Foods, Incorporated, a

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Speaker 1: multimillion dollar food marketing company. She's recognized nationally as a

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Speaker 1: business strategist and branding expert, having coached many startups to sustainability.

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Speaker 1: A current venture. Just Ask Iris is an entrepreneur consulting

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Speaker 1: coaching firm specializing in food enterprises that involved branding, finance, strategy,

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Speaker 1: and other business topics. Please welcome to Money Making Conversation,

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Speaker 1: Dr Iris and Cooper. Good morning everyone, Good morning, this

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Speaker 1: is what Sean mcgon so happy to have you. How

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Speaker 1: you doing and likewise I'm great, I'm great, and thank

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Speaker 1: you for having me. Definitely let me ask you where

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Speaker 1: are you at right now making this phone call? What

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Speaker 1: city I am? I am in Dallas, Texas. I'm a

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Speaker 1: Texas boy, So you're in my country. Uh, Houston, Texas.

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Speaker 1: I'll be good myself. It's a big state night. Gotta

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Speaker 1: be good. You gotta be really big and good. What

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Speaker 1: tell me? What do you? Let's let's talk about. When

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Speaker 1: I was running and I co created the Steve Harvey

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Speaker 1: Morning Show, Glory Foods advertised to UH several years on

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Speaker 1: the show, UH the Neighborhood Award. Joe were one of

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Speaker 1: the key sponsors for the Neighborhood Wards that we did

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Speaker 1: in Las Vegas. So I'm very familiar with the product.

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Speaker 1: I bought the product in stores. Tell us about how

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Speaker 1: the whole Glory food concept started and then became a

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Speaker 1: major player in the on the shelves of various grocery

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Speaker 1: stores throughout this country. Well, it all started with UM

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Speaker 1: four people that work together in the food business in

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Speaker 1: the department store. I was the only semil and I

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Speaker 1: was right out of the NBA program from Indiana University.

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Speaker 1: Had been a banker for a few years. But UM,

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Speaker 1: the guys came to me after we had worked together

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Speaker 1: and said, Iris, we need your marketing expertise. We need

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Speaker 1: to figure out a way to get soul food in

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Speaker 1: the grocery stores because Ortega has the Hispanic market and

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Speaker 1: Latoy has a Chinese market, but there's no soul food. Well,

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Speaker 1: my mama was from Mississippi and I remember her spending

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Speaker 1: all day keep cleaning greens, clipping them, massaging them, season

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Speaker 1: and out of cooking. And I'm I'm not doing that.

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Speaker 1: I work every day, I got kids, I got stuff

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Speaker 1: to do. I said, we got to find a way

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Speaker 1: to X but I that process if if you're going

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Speaker 1: to have me involved, and and so they said, well,

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Speaker 1: I don't know how to do that, and I said, well,

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Speaker 1: we're going to have to find out how to do

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Speaker 1: that because the woman in the eighties was not interested

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Speaker 1: in spending four or five hours working on greens. And

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Speaker 1: so I said, here's what we're gonna do. You all

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Speaker 1: work on the technology. I'll work on the marketing and branding.

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Speaker 1: And um I did marketing research. I looked into the

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Speaker 1: process of breaching black women who were in the workforce

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Speaker 1: at the time and created the work, the business plan,

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Speaker 1: the branding. And then while I was doing that, they

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Speaker 1: were working on how to preseason vegetables before they're cooked

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Speaker 1: in a can, and then cooked them all together in

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Speaker 1: a mass production fashion. And the next thing we know

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Speaker 1: is we are in front of Kroger. My partner, Bill Williams,

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Speaker 1: and myself and I did a presentation to the buyers,

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Speaker 1: all men, no power point, no overhead projector not even

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Speaker 1: a handout, and I was just talking about this niche

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Speaker 1: of why we had to exercise the option right now,

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Speaker 1: how powerful it would be and it would reach black

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Speaker 1: women all over the country. And so after I asked

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Speaker 1: for questions, all they said was, we're in We're going

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Speaker 1: to send you in order, and let me tell you something.

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Speaker 1: With Sean, it was just talk. We didn't hand the product,

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Speaker 1: and we sat out in front of the Kroger regional

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Speaker 1: office not knowing whether to laugh or cry because we

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Speaker 1: had nothing. And so we were on an accelerated pace

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Speaker 1: to come up with this product so we could deliver.

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Speaker 1: So it took us two years to get through FDA

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Speaker 1: approval with this new disruptive cooking process, and Kroger waited.

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Speaker 1: Kroger waited for us. We debuted in Columbus, in the

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Speaker 1: Inner City, and our next stop was Atlanta. Now now

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Speaker 1: it was headquarters Square in Columbus, Ohio and right in

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Speaker 1: the hood Columbus, Ohio. And how did the name Glory

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Speaker 1: Foods come about? How did that name come about? Well,

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Speaker 1: I knew it had to be a name that had

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Speaker 1: some versatility and flexibility. It also had to resonate with

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Speaker 1: the black community. And I don't know how many times

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Speaker 1: we say glory in a in a week's time. We

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Speaker 1: say it all the time, whether it's in reference glory,

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Speaker 1: Gloria yesterday, glory to God. Yes. So that name, plus

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Speaker 1: it was so flexible. It was in the movie with

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Speaker 1: Denzel Washington, it was in so many hymnos and in

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Speaker 1: the Bible absolutely, So when we got that name and

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Speaker 1: saw that was available, we jumped on it. Well that

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Speaker 1: was smart and uh so so so that was like

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Speaker 1: you put there what they call the chicken before the

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Speaker 1: call became first chicken. Yes, the train took off the train,

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Speaker 1: so you got out there, miss fancy talker. Miss fancy

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Speaker 1: talker went out there talking front of those mans, all

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Speaker 1: those big old words, and they said, sold y'all. When

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Speaker 1: I said, all grow grown African American people in front

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Speaker 1: of the building, crime crying, happy, crying said, So with

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Speaker 1: that being said, what is the next step in that,

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Speaker 1: because you know this is a major we're talking about food,

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Speaker 1: you're talking about manufacturing, and you're talking about canning. You're

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Speaker 1: talking about also the whole process of being able to

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Speaker 1: make it taste good like grandma cooker, your mama cooked it.

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Speaker 1: And also, did you guys already have lined up the

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Speaker 1: selections yams, black eyed peas, pento beans, greens? Are you

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Speaker 1: just had a couple of them? Because I know that

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Speaker 1: it always has to be sampled out by, you know,

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Speaker 1: by people just say this tastes really good. Tell us

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Speaker 1: about that process. Well, Atlanta was the place that we

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Speaker 1: went to test the recipes. I held a focus group

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Speaker 1: with some of my contacts in the Atlanta market before

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Speaker 1: we actually went with the product line, and I got really,

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Speaker 1: really positive responses. So you have to do your marketing

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Speaker 1: research before you jump out there and make that kind

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Speaker 1: of investment. And after we got the feedback from Atlanta

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Speaker 1: and from Columbus, Ohio, which is a more conservative market,

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Speaker 1: we knew we were onto something. And then we began

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Speaker 1: to sample the product in various retail outlets. Um and

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Speaker 1: just just to be clear, your path to commercialization is

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Speaker 1: not going to be a straight line. You're going to

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Speaker 1: have detours. You're gonna have detours, You're gonna have uh

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Speaker 1: stumbled along the way. And fortunately we had My partners

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Speaker 1: had strong food production background. I'm a marketing person, and

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Speaker 1: so we combined our talents and we jumped over those hurdles.

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Speaker 1: We went through ks and tunnels, but we finally landed

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Speaker 1: in the spot that we wanted to. In the beginning,

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Speaker 1: now let me be clear, Glory Foods Is was a

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Speaker 1: marketing company. We didn't have the expertise for the the

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Speaker 1: fixed assets to manufacture these products, so we subcontracted that

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Speaker 1: out to other companies, and in two thousand and ten

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Speaker 1: the company had reached seventy million dollars in sales in

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Speaker 1: like thirty five states, and we sold it to the

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Speaker 1: greens manufacturer. The lesson here is begin with the end

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Speaker 1: in mind and was always to sell it um. It

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Speaker 1: was started out to be a a family owned kind

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Speaker 1: of business, just like so many food businesses. But as

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Speaker 1: time went on, we realized that there was market value,

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Speaker 1: industry value because this had never been done before. No

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Speaker 1: one had ever preseasoned green or vegetables and then cook

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Speaker 1: them in a mass production process. Nobody's done that. And

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Speaker 1: let me just say that there were many vegetable companies

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Speaker 1: that were very angry that we got our foot in

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Speaker 1: the door first and outstanding. Like I said, I'm very

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Speaker 1: familiar with the product because of the fact that for

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Speaker 1: two years UH you advertise on the Steve Harvey Morning Show,

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Speaker 1: that UH nationally UH award shows, the Neighborhood Awards, and

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Speaker 1: so you guys had natural instincts about selling your brand

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Speaker 1: to the community and putting it in a positive light

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Speaker 1: in the community. I took that that was my big

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Speaker 1: take aware about the Glory Fields brand, the whole marketing campaign. Now,

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Speaker 1: when you sold the product, it's always like you know,

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Speaker 1: you sell your house. You know, you drive by your house,

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Speaker 1: if they're still taking care of the yard like you

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Speaker 1: took care of yard. You know, were there any um

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Speaker 1: emotions still tied to it, how they were marking into

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Speaker 1: the product, or how the product was still tasted like

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Speaker 1: it was when you was part of it, or you

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Speaker 1: just washed your hands and walked away. No, I will

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Speaker 1: never wash my hands from Glory Foods because my my

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Speaker 1: heritage are in those products. My mother's recipes are in

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Speaker 1: the product. So never ever would I ever walk away

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Speaker 1: from Glory. Now I don't own it anymore. But when

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Speaker 1: when you start a small business, you always have to say,

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Speaker 1: as I say, have the end in mind that either

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Speaker 1: you're gonna sell it or you're going to transfer it

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Speaker 1: to your heirs. Got to have that plan, and when

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Speaker 1: it popped up in two thousand and ten, we owed

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Speaker 1: it to our investors to take advantage of it. Well good,

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Speaker 1: I'm happy to have this conversation about it because of

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Speaker 1: the fact that you started something, and not many African

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Speaker 1: Americans get to hear an individual who was part of

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Speaker 1: a successful startup. And the thing I've been noticing lately

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Speaker 1: that I'm seeing more and more young entrepreneurs in the business.

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Speaker 1: Why is entrepreneurship important for black people? Are African Americans? Well,

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Speaker 1: you know how we were just don't put all your

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Speaker 1: eggs in one bast You got to have a plan

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Speaker 1: A and a plan B to sustain yourself. And my

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Speaker 1: parents lived by that motto. And when we started asking

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Speaker 1: for money, they started saying, you need to get a

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Speaker 1: job and so right, right, And so I grew up

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Speaker 1: with that work ethic. So my father was a caterer,

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Speaker 1: part time. My mother was the first African American avon

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Speaker 1: lady in Evansville, Indiana, And so when I grew up,

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Speaker 1: I knew that I wasn't gonna let one source of

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Speaker 1: income dictate how I was going to live my life.

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Speaker 1: I was always going to have something else so I

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Speaker 1: could pull out. And so that's why I've had five careers,

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Speaker 1: because when one went away, I had something to pull

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Speaker 1: out and jump on immediately. And I tell my students,

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Speaker 1: because I teach it to university, don't get caught up

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Speaker 1: in this is this is what I'm gonna do with

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Speaker 1: my life, because you gotta you may have to change.

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Speaker 1: When the economy changes, you may have to change, and

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Speaker 1: that's important. I'm a firm believer of multiple strengths of income.

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Speaker 1: And that's not plan A Plan B. That's been taking

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Speaker 1: advantage of our talents that God gave me. And understand

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Speaker 1: time management because you can do multilayers and that's the

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Speaker 1: that's the goal now, multilayers. And I want to make

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Speaker 1: this comment about young entrepreneurs. The reason I know there's

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Speaker 1: a proliferation of young entrepreneurs because I see them in

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Speaker 1: spaces like spaces those are those are those office spaces.

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Speaker 1: You can rent a office, you rent a day or

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Speaker 1: an hour we worked. If you go on any of

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Speaker 1: these buildings, you'll see a dominant amount of African Americans

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Speaker 1: renting out these spaces because it's making giving them a

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Speaker 1: shingle that they can hold. We'll be right back with more.

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Speaker 1: Dr Aris and Cooper just asked Irish on money making

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Speaker 1: conversations because the second half don't go in the where

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Speaker 1: she's gonna tell you how, but you know how to

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Speaker 1: save your career or your business won't close in five years?

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Speaker 1: More money making conversations. How just ra Sean McDonald, you're

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Speaker 1: listening to money making conversations on the phone as the founder,

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Speaker 1: one of the founders of Glory Foods Income, which is

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Speaker 1: a multi glory foods. Uh. Have you been any grocery store?

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Speaker 1: Um so food in the can. I'd like to say

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Speaker 1: I've tried it. Uh it's very good food. Uh, very

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Speaker 1: good vegetables, you know, greens and black eyed peas and yams.

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Speaker 1: It's all season two taste and there's a must It's

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Speaker 1: a multimillion dollar food marketing company. Now she has another

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Speaker 1: company that really brought on the show about and we're

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Speaker 1: gonna talk about it in this break called Jess Ask Irish,

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Speaker 1: please tell us about that format dr Irish and Cooper. Yeah, Well,

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Speaker 1: when I was in banking, I was challenged with working

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Speaker 1: with a pretty much all male environment, and um I

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Speaker 1: realized that the odds were against me for being able

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Speaker 1: to really compete. So I made it my business to

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Speaker 1: learn everything I could about financial services. I would go

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Speaker 1: to meetings that I wasn't invited to. I would PLoP

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Speaker 1: right down in the front row and try to figure

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Speaker 1: out what what's going on with foreign exchange and contract collections.

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Speaker 1: I wanted to know everything so that I could adequately

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Speaker 1: go out and do what I was hired to do.

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Speaker 1: And so when people would come into bank and they'd

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Speaker 1: ask questions, I was always to go to person, just

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Speaker 1: go ask iris show figure she'll find out. You'll figure

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Speaker 1: it out. And so that kind of carried forward to

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Speaker 1: a newspaper column as well as a radio show in Columbus, Ohio.

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Speaker 1: And I've always maintained because my parents told me that

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Speaker 1: no one can take knowledge from you. If you are

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Speaker 1: the most knowledgeable person in the room, you already have sustainability.

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Speaker 1: So I just always have been a fan of learning

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Speaker 1: and That's how the name came up. So if I

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Speaker 1: want to a fan of learning, which is just ask Irish,

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Speaker 1: how is it placed in social media? Is it the website?

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Speaker 1: Just to tell my listeners and my fans are exactly

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Speaker 1: the format of how they can communicate with you in

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Speaker 1: the on the just ask Irish as j U S

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Speaker 1: t ask which is a s k Iris which is

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Speaker 1: her first name, I R I S. It's just asked

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Speaker 1: dr i slash dot com. But if you email me

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Speaker 1: at Iris at just gask Iris, I can make sure

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Speaker 1: that you get to the website. UM and I focus

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Speaker 1: now on helping businesses reach that fifth year in business,

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Speaker 1: primarily food related businesses, but service as well and UM.

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Speaker 1: I did that after receiving my doctorate in business in

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Speaker 1: two thousand sixteen, which UM provided me with time and

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Speaker 1: resources to study small business for five and a half

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Speaker 1: years globally. So I looked at all kinds of business models,

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Speaker 1: different kinds of concepts, marketing strategies, what happens in failure,

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Speaker 1: the family dynamic. I've spent a lot of time doing

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Speaker 1: research and I came up with four themes that I

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Speaker 1: just want to mention to your audience. UM as critical

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Speaker 1: for sustainability UM. The first is knowledge and experience. You

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Speaker 1: cannot have enough training or or or mentoring or studying

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Speaker 1: UM when you're operating a business, so take advantage of

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Speaker 1: every opportunity to learn something more about your craft. Number

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Speaker 1: two work ethic and commitment. Don't say that you're going

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Speaker 1: to spend four hours or eight hours. You've got to

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Speaker 1: work until you get the job done period. If that

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Speaker 1: means twenty four hours, you've got to do it. The

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Speaker 1: third UM element is social capital. People will provide resources

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Speaker 1: and tools that money can't buy. You've got to have

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Speaker 1: a team of people that are supporting you. And if

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Speaker 1: you don't have our understanding with your family, it could

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Speaker 1: be deadly for your business. And then finally, opportunity recognition

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Speaker 1: through creative discovery. Just an example of that. One of

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Speaker 1: my client is Accelerated Laboratory Relocations. Started out as a

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Speaker 1: typical moving company, but realize that businesses like universities had

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Speaker 1: chemicals that had to be transported across country safely. And

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Speaker 1: they saw that niche fifteen years ago African American owned

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Speaker 1: company and now they are the number one company here

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Speaker 1: because they saw that opportunity twenty years ago and it

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Speaker 1: wasn't Bobby quing you know, the car wash, because that's

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Speaker 1: where we go. Yeah, that's okay, that's okay too, go

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Speaker 1: for how we can. But you know what I'm saying

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Speaker 1: is that because you know, you're big on literacy, and

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Speaker 1: I always want to push our people, especially people of color,

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Speaker 1: that they're that when the age of technology and of

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Speaker 1: age of augmented reality and social media is that we

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Speaker 1: have to let people know that we are more than that.

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Speaker 1: And that's where you get That's when you go and

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Speaker 1: ask for a loan that's outside of that. They won't

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Speaker 1: look at you like you're crazy. I look at you

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Speaker 1: like you don't have credibility to move forward with that

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Speaker 1: opportunity to guess what they have a perception of. That's

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Speaker 1: all you can do. And that's why I bring that up,

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Speaker 1: and that's why I push on this show. We got

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Speaker 1: to start broadcasting that we do more than that, we

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Speaker 1: are capable more than that. We have to start opening

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Speaker 1: the salon or nail shot. Because as we get we

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Speaker 1: get we get singled into athleticism, we get singled into entertainment,

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Speaker 1: we get single into close, we get singled into looks,

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Speaker 1: we get we get negative responses and we start talking

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Speaker 1: about high intelligence. We are how we can we're capable

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Speaker 1: of leadership or we're capable of management. And that's what

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Speaker 1: you're really big on with your with your with your adventure,

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Speaker 1: just as Iris correct. Absolutely, because my parents were not

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Speaker 1: able to finish their education because of economic conditions and

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Speaker 1: just the whole process of having to work to feed

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Speaker 1: the family. So it was paramount that I finished school

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Speaker 1: and I believe that I was gonna take it all

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Speaker 1: the way. I didn't go back to school until two

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Speaker 1: thousand eleven to get my doctorate. And let me tell you,

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Speaker 1: I thought I was the oldest person in the class. No,

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Speaker 1: a lady came across the stage on a walker with

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Speaker 1: getting her doctorate. So as the world changes globally, you've

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Speaker 1: got to change your perspective on your business. It's not

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Speaker 1: competing with right the business down the street, it's competing

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Speaker 1: with China. It's it's competition globally for those same little

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Speaker 1: products or services. So, yes, knowledge is critical, and if

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Speaker 1: you're not a fan of learning and thinking critical thinking,

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Speaker 1: then maybe entrepreneurship is not for you. Maybe you should

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Speaker 1: work for someone else. But if you want to rise

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Speaker 1: above your circumstances, then you've got to have the knowledge.

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Speaker 1: And that's so true. I always tell people who who

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Speaker 1: complain about a for the all week job, Okay, you

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Speaker 1: are not a person that should be an entrepreneur because

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Speaker 1: of the fact that you have to work six to eighty,

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Speaker 1: like you said, sometimes twenty four hours to finish the task.

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Speaker 1: If you're doing something for yourself, that should not be

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Speaker 1: a time clock saying when you should stop. And I

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Speaker 1: always tell people who are thinking about being coming entrepreneurs,

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Speaker 1: the job that you work or is really setting the

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Speaker 1: standards of how you should run your business because they're

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Speaker 1: telling you you have to do something every hour, take

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Speaker 1: a break, then do something every hour, and then have

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Speaker 1: accountability of create reports on what you do. So if

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Speaker 1: you're gonna become an entrepreneur, just start writing down what

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Speaker 1: you're doing. And if you can't, if you doesn't feel

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Speaker 1: out a day's worth of responsibilities for one day and

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Speaker 1: you don't have you have nothing to do the second day,

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Speaker 1: you might want to stay at that job you ad

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Speaker 1: because you know that you've not set down and and

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Speaker 1: itemized a list of organized thoughts to say, this is

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Speaker 1: how I'm gonna run my business. This is what I'm

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Speaker 1: gonna do with my day to day operations, and this

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Speaker 1: is what I have to accomplish. And that's what you've

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Speaker 1: been telling me. And this is an entire interview. And

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Speaker 1: you know what, when my best ideas come to me,

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Speaker 1: Ra Sean in the middle of the night, and I

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Speaker 1: have a pad of paper by my bed, and even

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Speaker 1: though I'm sleepy and tired, I have to get up

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Speaker 1: and write it down. I know we have technology and everything,

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Speaker 1: but start where you are. And so when I wake

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Speaker 1: up in the morning, I got ideas that came to

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Speaker 1: me in the middle of the night that I've got

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Speaker 1: to got to implement or or launch the next day.

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Speaker 1: So yeah, you've got to be ready when that idea comes.

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Speaker 1: Absolutely what a plan. And why is branding so important?

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Speaker 1: Because you that's part of your your mantra when you

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Speaker 1: were talking about what you do with full Food, any

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Speaker 1: food enterprises, or any company that comes to you like

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Speaker 1: the company does the chemical transportation across the United Days.

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Speaker 1: Why is branding so important? Well, it's your it's your

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Speaker 1: business is personality. You meet people in your life that

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Speaker 1: you remember and others that you forget. It's because of

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Speaker 1: their personal brand and as the same with businesses. You

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Speaker 1: have to hear that message and see the vision that

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Speaker 1: that company is presenting to you. Otherwise you won't become engaged.

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Speaker 1: And so when when they saw the Glory Foods brand,

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Speaker 1: that the label and the sunshine and read about it

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Speaker 1: that resonated with black women. That was that personality coming

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Speaker 1: through on the label. Another point, it's got to be consistent.

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Speaker 1: If I'm not there selling Glory food but you know

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Speaker 1: people see me, you know, let's say, uh, drunk at

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Speaker 1: a bar something like that, that doesn't it. How can

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Speaker 1: you be right? Your brand is yours, the soul of

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Speaker 1: your business, and people come to me and say, hey,

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Speaker 1: can you help me with this product or this product? Well,

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Speaker 1: if it's something that I can't support or will diminish

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Speaker 1: my brand, I can't be a part of it. And

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Speaker 1: that's important that you know, because the entertainers they see

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Speaker 1: your brand, the athletes they see a brand. Uh. A

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Speaker 1: lot of people don't understand once you once you take

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Speaker 1: on social media handle, you are suddenly a brand. You're

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Speaker 1: not an individual anymore. So anything you post on that

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Speaker 1: will be a representative brand. People gotten smarter a little

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Speaker 1: bit bore. I'll tell you about five years ago, everybody

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Speaker 1: was stupid about the social media images of smoking. We

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Speaker 1: parted outrageously and then trying to go back to work

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Speaker 1: on Monday, like, what's wrong, what's wrong? What's wrong? All

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Speaker 1: they do is just dropped my drawals? What's wrong? What's wrong?

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Speaker 1: What's wrong? What's wrong? I can't. I can't be president

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Speaker 1: of copy no mo being trustworthy, all of those ethics

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Speaker 1: that our parents put into us as children. Dr Cooper

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Speaker 1: tell us again how we can reach out to you

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Speaker 1: both socially on the web. Any numbers so I could

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Speaker 1: not My fans have appreciated. Okay, the website is just

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Speaker 1: asked Dr d r slash i dot com. Just ask

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Speaker 1: Dr d r slash i dot com. That's a little complicated,

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Speaker 1: but if you can remember iris at just ask iris

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Speaker 1: dot com that we'll get right to my email. UM.

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Speaker 1: The number is six one four seven zero one seven zero.

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Speaker 1: Thank you very much. I appreciate you. Listening makes us smarter,

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Speaker 1: more connected people. It makes us better partners, parents, and leaders.

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Speaker 1: And there's no better place to start listening than audible.

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