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 --> 00:00:20,159 Speaker 1: Donald J. 7 00:00:20,239 --> 00:00:21,200 Speaker 2: Trump's leadership. 8 00:00:21,480 --> 00:00:25,079 Speaker 1: I'm Christy nom the United States Secretary of Homeland Security. 9 00:00:25,440 --> 00:00:29,200 Speaker 1: Under President Trump, attempted illegal border crossings are at the 10 00:00:29,240 --> 00:00:33,080 Speaker 1: lowest levels ever recorded, and over one hundred thousand illegal 11 00:00:33,120 --> 00:00:36,920 Speaker 1: aliens have been arrested. If you are here illegally, your 12 00:00:37,040 --> 00:00:41,160 Speaker 1: next you will be fined nearly one thousand dollars a day, imprisoned, 13 00:00:41,479 --> 00:00:42,160 Speaker 1: and deported. 14 00:00:42,600 --> 00:00:43,800 Speaker 2: You will never return. 15 00:00:44,120 --> 00:00:47,120 Speaker 1: But if you register using our CBP home app and 16 00:00:47,240 --> 00:00:50,559 Speaker 1: leave now, you could be allowed to return legally. Do 17 00:00:50,680 --> 00:00:55,800 Speaker 1: what's right, leave now. Under President Trump, America's laws, border 18 00:00:56,000 --> 00:00:57,840 Speaker 1: and families will be protected. 19 00:00:57,920 --> 00:01:00,560 Speaker 3: Sponsored by the United States Department of Homeland Security Earners. 20 00:01:00,600 --> 00:01:01,160 Speaker 4: What's going on? 21 00:01:01,320 --> 00:01:05,959 Speaker 5: Listen, eylu is relaunching, revamping, retooling. That's why we're creating 22 00:01:06,000 --> 00:01:08,720 Speaker 5: a new educational experience that's more expensive. 23 00:01:08,920 --> 00:01:12,040 Speaker 4: Shot. Tell what we got, Yes, twenty twenty three. We 24 00:01:12,160 --> 00:01:14,520 Speaker 4: got a lot in still a lot playing for you guys. 25 00:01:14,600 --> 00:01:18,520 Speaker 4: So you know that EYLU already includes monthly financial planning 26 00:01:18,520 --> 00:01:21,679 Speaker 4: calls with Me, book club calls with Troy, real estate 27 00:01:21,720 --> 00:01:24,520 Speaker 4: calls with MG the mortgage got access to the Home 28 00:01:24,560 --> 00:01:27,800 Speaker 4: Buying Blueprint Volume one and Volume two. Part of the 29 00:01:27,920 --> 00:01:31,760 Speaker 4: revamp will include twenty seven local chapters from across the 30 00:01:31,920 --> 00:01:35,959 Speaker 4: United States, live interactive teaching hands on not just pre 31 00:01:36,000 --> 00:01:40,840 Speaker 4: recorded videos, plus fifteen brand new curriculums. 32 00:01:40,840 --> 00:01:42,479 Speaker 5: The biggest just got bigger. 33 00:01:42,959 --> 00:01:47,680 Speaker 6: Head over to eyl university dot com. That's EYL You 34 00:01:48,120 --> 00:01:53,160 Speaker 6: n I V E R s I t Y dot com. 35 00:01:53,600 --> 00:01:54,160 Speaker 3: See you there. 36 00:01:54,440 --> 00:01:58,400 Speaker 4: So in marketing, it's say colts become culture, meaning it's 37 00:01:58,480 --> 00:02:01,800 Speaker 4: more efficient to just focus on a small group of 38 00:02:01,840 --> 00:02:05,800 Speaker 4: people and have them be evangelist for you, as opposed 39 00:02:05,800 --> 00:02:07,880 Speaker 4: to it's just trying to spread yourself too things because 40 00:02:07,920 --> 00:02:11,720 Speaker 4: eventually those small group of people will grow osmosis and 41 00:02:11,760 --> 00:02:15,480 Speaker 4: will become culture, right like the Twelve Disciples, right like 42 00:02:15,600 --> 00:02:19,560 Speaker 4: eventually this becomes two billion Christians around the world. 43 00:02:19,720 --> 00:02:23,880 Speaker 2: One percent. I am always about vertical versus horizontal strategy, 44 00:02:24,240 --> 00:02:27,399 Speaker 2: So it's like zero in on who your core audience 45 00:02:27,520 --> 00:02:31,000 Speaker 2: is a hyper hyper penetrate. 46 00:02:30,600 --> 00:02:34,560 Speaker 4: Out All right, guys, welcome back, eyl back home, and 47 00:02:35,080 --> 00:02:40,560 Speaker 4: we have a special guest, Erica Pittman, a legend in 48 00:02:40,600 --> 00:02:44,640 Speaker 4: the game when it comes to strategy and marketing. Worked 49 00:02:44,680 --> 00:02:47,040 Speaker 4: with some EYO alumni that you might be familiar with, 50 00:02:47,840 --> 00:02:52,800 Speaker 4: Al Harrington and Viola and a few others. So you 51 00:02:52,880 --> 00:02:57,600 Speaker 4: have the title of being the first black female CMO 52 00:02:57,720 --> 00:03:01,239 Speaker 4: of a multi state cannabis operator. Yes, is that correct? 53 00:03:01,320 --> 00:03:02,040 Speaker 2: That is correct? 54 00:03:02,040 --> 00:03:07,640 Speaker 4: Over three decades of experience in music, fashion and cannabis, 55 00:03:08,280 --> 00:03:13,960 Speaker 4: and has worked with Aquahydrate Fiola is an author, we 56 00:03:14,040 --> 00:03:17,320 Speaker 4: have a book, and just has a lot of great 57 00:03:17,360 --> 00:03:22,000 Speaker 4: insight on business. So thank you for joining us. 58 00:03:22,320 --> 00:03:24,000 Speaker 5: Yeah, we have an expert here today. 59 00:03:24,639 --> 00:03:27,120 Speaker 4: Yeah. It's good to have experts in the field. That's important. 60 00:03:27,120 --> 00:03:28,000 Speaker 5: It's very important. 61 00:03:28,080 --> 00:03:29,839 Speaker 4: Yeah. So yeah, first and foremost, thank you for joining. 62 00:03:29,840 --> 00:03:30,519 Speaker 4: I appreciate it. 63 00:03:30,760 --> 00:03:31,320 Speaker 2: Thank you. 64 00:03:31,400 --> 00:03:35,480 Speaker 4: All right, So, how did your did well? Did I 65 00:03:35,520 --> 00:03:39,160 Speaker 4: do a good job of kind of framing. 66 00:03:38,040 --> 00:03:40,240 Speaker 2: A great job. The one thing you left out though, 67 00:03:40,360 --> 00:03:41,800 Speaker 2: was spirits alcohol. 68 00:03:41,960 --> 00:03:44,360 Speaker 5: That's not that's not forget to rock. Let's not forget. 69 00:03:46,400 --> 00:03:50,880 Speaker 2: A few others and working with another Voka company, Yoko Vodka, Polo, 70 00:03:50,960 --> 00:03:53,160 Speaker 2: the Dawn's Company. So we've got some fun stuff. 71 00:03:53,280 --> 00:03:55,880 Speaker 5: We also forgot to mention Brooklyn and Brooklyn. You know, 72 00:03:55,880 --> 00:03:58,080 Speaker 5: the audience doesn't like when we don't mention Brooklyn's Shout 73 00:03:58,080 --> 00:03:58,920 Speaker 5: out to Brooklyn. 74 00:03:58,680 --> 00:04:00,320 Speaker 2: Shout out to Brooklyn, shout b K. 75 00:04:00,440 --> 00:04:02,680 Speaker 4: You know that's biggest New York. I saw that's our 76 00:04:02,680 --> 00:04:03,400 Speaker 4: biggest market. 77 00:04:03,600 --> 00:04:05,640 Speaker 2: Actually, there you go, so you're gonna win. 78 00:04:05,760 --> 00:04:09,720 Speaker 5: Now you got the native New York. We got the natives. 79 00:04:09,760 --> 00:04:15,960 Speaker 4: I guess East New York, East New York. One of 80 00:04:16,000 --> 00:04:17,640 Speaker 4: my favorite rappers is from East New York. 81 00:04:17,720 --> 00:04:18,440 Speaker 2: Yeah. 82 00:04:18,520 --> 00:04:21,080 Speaker 4: Yeah, well he's not from East New York. 83 00:04:21,000 --> 00:04:23,400 Speaker 2: I mean from he's from Brooklyn. Yeah, but your favorite 84 00:04:23,440 --> 00:04:26,840 Speaker 2: rapper from he's New York. Yes, the m O B guy, 85 00:04:27,160 --> 00:04:27,800 Speaker 2: what's his name? 86 00:04:28,080 --> 00:04:28,360 Speaker 3: M O P. 87 00:04:28,520 --> 00:04:30,039 Speaker 4: I think they're from browns Brownsville. 88 00:04:30,080 --> 00:04:34,360 Speaker 2: Okay, a z As he's from Brownsville. 89 00:04:34,600 --> 00:04:35,440 Speaker 4: He's from East New York. 90 00:04:36,120 --> 00:04:38,039 Speaker 5: Yeah, he would know. 91 00:04:38,080 --> 00:04:41,120 Speaker 2: It's his favorite rapp He was from Brownsville. 92 00:04:41,160 --> 00:04:43,479 Speaker 4: Look at that. Okay, Sosa, that was one of my 93 00:04:43,560 --> 00:04:46,400 Speaker 4: out there you go that era, that era, that's when 94 00:04:46,400 --> 00:04:49,040 Speaker 4: I really fell in love with rap. The firm him 95 00:04:49,160 --> 00:04:51,840 Speaker 4: nods but as he always felt was extremely underrated. 96 00:04:52,760 --> 00:04:55,599 Speaker 2: So yeah, absolutely, he's still he's still working, he's still 97 00:04:55,640 --> 00:04:58,640 Speaker 2: making really great music and great shout out to. 98 00:05:00,279 --> 00:05:01,479 Speaker 5: Yeah Ezy. 99 00:05:01,839 --> 00:05:04,160 Speaker 4: So let's get into this. So all right, how do 100 00:05:04,240 --> 00:05:08,479 Speaker 4: you start your career? Right coming from eastern New York? 101 00:05:09,040 --> 00:05:11,839 Speaker 4: What's your break into the industry and which industry do 102 00:05:11,920 --> 00:05:14,840 Speaker 4: you start first? Was it music? Fashion, liquor? Like, how 103 00:05:14,839 --> 00:05:17,279 Speaker 4: did you actually, you know, get your stride? 104 00:05:17,560 --> 00:05:20,880 Speaker 2: Yeah, it's funny. I started in media, so media is 105 00:05:20,920 --> 00:05:23,880 Speaker 2: a big, big part of my expertise as well. So 106 00:05:24,640 --> 00:05:28,240 Speaker 2: I started at a small internet company a long time ago, 107 00:05:28,480 --> 00:05:32,080 Speaker 2: like a long time ago, mid nineties, long time ago. 108 00:05:32,240 --> 00:05:33,720 Speaker 2: I've been in a game for a minute. I want 109 00:05:33,720 --> 00:05:38,599 Speaker 2: to say it's ninety six myself, which is cool. But yeah, 110 00:05:38,600 --> 00:05:40,920 Speaker 2: I worked for a company called iVillage dot com and 111 00:05:40,960 --> 00:05:44,920 Speaker 2: they were like the first lifestyle website for women, and 112 00:05:45,000 --> 00:05:47,000 Speaker 2: I was the thirty fifth employee. I literally was just 113 00:05:47,000 --> 00:05:49,000 Speaker 2: looking for a full time job. I was in college 114 00:05:49,040 --> 00:05:51,159 Speaker 2: and wanted to make some money. I was putting myself 115 00:05:51,200 --> 00:05:54,040 Speaker 2: through college and wanted to work in advertising. And they 116 00:05:54,040 --> 00:05:57,080 Speaker 2: had a job opening and they hired me. An amazing 117 00:05:57,160 --> 00:06:00,280 Speaker 2: ride four years was a part of their IPO. Friends 118 00:06:00,279 --> 00:06:02,800 Speaker 2: and family, stock did really, really well. They ultimately got 119 00:06:02,839 --> 00:06:07,200 Speaker 2: acquired by NBC. So I had experience in that space 120 00:06:07,400 --> 00:06:11,000 Speaker 2: very early on in my career, but loved advertising and marketing, 121 00:06:11,440 --> 00:06:13,839 Speaker 2: but really needed something that was speaking to me culturally. 122 00:06:13,920 --> 00:06:17,920 Speaker 2: And so I don't know if you guys know Keith Clinkscales, Yeah, 123 00:06:18,200 --> 00:06:20,640 Speaker 2: heard of them, Yeah, yeah, so he I believe he 124 00:06:21,320 --> 00:06:25,080 Speaker 2: created thirty for thirty with ESPN. He's one of the 125 00:06:25,320 --> 00:06:29,440 Speaker 2: original pioneers in the cultural so launch five magazine. Keith 126 00:06:29,480 --> 00:06:33,240 Speaker 2: started a company called Vanguard Media and they had three magazines, Honey, 127 00:06:33,279 --> 00:06:36,240 Speaker 2: Heart and Soul and Savoy and Honey magazine was like 128 00:06:36,480 --> 00:06:40,080 Speaker 2: the essence for young Black women, right. Essence at the 129 00:06:40,080 --> 00:06:42,280 Speaker 2: time was a little bit more mature and oh, your 130 00:06:42,279 --> 00:06:44,440 Speaker 2: man left you and you've got a divorce. I was like, 131 00:06:44,560 --> 00:06:47,920 Speaker 2: I'm twenty, I don't know anything about that life. But Honey, 132 00:06:47,920 --> 00:06:50,680 Speaker 2: it was fashion forward and makeup and beauty and music 133 00:06:50,720 --> 00:06:51,919 Speaker 2: and all the things I loved. And I was like, 134 00:06:51,920 --> 00:06:53,640 Speaker 2: you know what, I want to work at this magazine. 135 00:06:53,839 --> 00:06:57,839 Speaker 2: So I literally wrote old school, wrote my letters and 136 00:06:57,880 --> 00:07:02,480 Speaker 2: my resume, mailed it out, convent them to sponsor a 137 00:07:02,520 --> 00:07:05,840 Speaker 2: party at Howard University for Howard Homecoming, and they came 138 00:07:05,880 --> 00:07:07,599 Speaker 2: in as a media partner and they loved the work 139 00:07:07,640 --> 00:07:11,080 Speaker 2: that I did with my cohorts, DSM's who I'm sure 140 00:07:11,080 --> 00:07:14,320 Speaker 2: you guys have heard after you also Sean Combs alumni 141 00:07:14,480 --> 00:07:17,480 Speaker 2: and genius in her own right. She and I had 142 00:07:17,520 --> 00:07:20,560 Speaker 2: a company and we did an event with Mark Barnes 143 00:07:20,840 --> 00:07:23,840 Speaker 2: in DC and got Honey to come down. They loved 144 00:07:23,880 --> 00:07:26,480 Speaker 2: it and they were so impressed that they hired me. 145 00:07:27,120 --> 00:07:29,160 Speaker 2: And I went into sales for Honey hert AND's own 146 00:07:29,200 --> 00:07:34,200 Speaker 2: Savoy for about four or five years. Then ultimately heard 147 00:07:34,200 --> 00:07:36,080 Speaker 2: about me a time in they brought me over to 148 00:07:36,120 --> 00:07:40,000 Speaker 2: Timing to work at their publications there, and then Glamour 149 00:07:40,040 --> 00:07:43,120 Speaker 2: magazine recruited me, and then Vibe recruited me, and then 150 00:07:43,160 --> 00:07:45,360 Speaker 2: Giant recruited me. And I was finding this whole pattern 151 00:07:45,360 --> 00:07:48,680 Speaker 2: of people seeing excellence in the marketplace and calling me like, hey, 152 00:07:48,800 --> 00:07:50,720 Speaker 2: we're here doing great things in the market we'd love 153 00:07:50,760 --> 00:07:52,720 Speaker 2: for you to be a part of our team. So 154 00:07:52,760 --> 00:07:55,120 Speaker 2: that went on for about fifteen years and ultimately I 155 00:07:55,160 --> 00:07:57,440 Speaker 2: burned out, like I can't keep doing sales and teaching 156 00:07:57,440 --> 00:07:59,400 Speaker 2: people how to spend money with black people because it 157 00:07:59,400 --> 00:08:01,800 Speaker 2: was a real challenge. It was like no black people 158 00:08:01,840 --> 00:08:05,640 Speaker 2: buy shampoo, No, we buy cars. And it was constantly 159 00:08:05,840 --> 00:08:08,120 Speaker 2: educating people to allocate money to us. 160 00:08:08,520 --> 00:08:11,640 Speaker 5: Allocate money inside of the publications and outside of the publications, 161 00:08:11,640 --> 00:08:12,800 Speaker 5: what exactly we're doing in sales. 162 00:08:12,960 --> 00:08:16,520 Speaker 2: So I was selling advertising within the publication. So when 163 00:08:16,560 --> 00:08:18,640 Speaker 2: you go into a magazine and you see a print ad, 164 00:08:18,760 --> 00:08:20,880 Speaker 2: I was literally selling those ads. So I would go 165 00:08:20,960 --> 00:08:24,440 Speaker 2: to companies, you know, major companies like l'oreel and some 166 00:08:24,560 --> 00:08:27,600 Speaker 2: of the others, and they just really didn't understand the 167 00:08:27,640 --> 00:08:30,040 Speaker 2: segment of the African American audience in a way that 168 00:08:30,120 --> 00:08:32,559 Speaker 2: made sense, and so they felt like they were capturing 169 00:08:32,640 --> 00:08:35,480 Speaker 2: us if they ran a commercial on ABC or if 170 00:08:35,520 --> 00:08:38,160 Speaker 2: they ran an ad in a white magazine or a 171 00:08:38,160 --> 00:08:40,400 Speaker 2: general market magazine. And it's like, you need to be 172 00:08:40,400 --> 00:08:43,199 Speaker 2: able to speak to us specifically in order for us 173 00:08:43,200 --> 00:08:46,679 Speaker 2: to be loyal to your brands. So that went on 174 00:08:46,880 --> 00:08:49,959 Speaker 2: for over a decade of constantly teaching people about, you know, 175 00:08:50,160 --> 00:08:53,559 Speaker 2: our value. And I realized that print was a dying 176 00:08:53,760 --> 00:08:55,280 Speaker 2: industry at the time, and I was like, I need 177 00:08:55,360 --> 00:08:57,840 Speaker 2: to do something different, and I'm really good at marketing. 178 00:08:58,040 --> 00:08:59,679 Speaker 2: That's the reason why I'm selling the way that I'm 179 00:08:59,679 --> 00:09:03,240 Speaker 2: selling in advertising, And I just started taking a bunch 180 00:09:03,280 --> 00:09:06,640 Speaker 2: of informational interviews and I sat down with this woman. 181 00:09:06,720 --> 00:09:08,679 Speaker 2: Her name is Ammani Duncan and at the time she 182 00:09:08,880 --> 00:09:13,200 Speaker 2: was the CMO of bad Boy Worldwide Entertainment Group now 183 00:09:13,320 --> 00:09:17,520 Speaker 2: Comb's Enterprise, but he used to be BBWEG. Now it's 184 00:09:17,520 --> 00:09:22,240 Speaker 2: actually it's Comes Global now COMBS Global. And she asked 185 00:09:22,280 --> 00:09:23,880 Speaker 2: me what my dream job would look like, and I 186 00:09:24,040 --> 00:09:25,880 Speaker 2: just told her what it was. It was this hybrid 187 00:09:26,000 --> 00:09:30,240 Speaker 2: between you know, marketing and strategy, but still monetizing paradigm 188 00:09:30,320 --> 00:09:33,800 Speaker 2: and monetizing process. And she was like, this sounds exactly 189 00:09:33,920 --> 00:09:36,120 Speaker 2: like what we're trying to create for our internal agency, 190 00:09:36,320 --> 00:09:36,880 Speaker 2: Blue Flame. 191 00:09:37,440 --> 00:09:40,719 Speaker 4: So what does the CMO actually do. There's a chief Marketing. 192 00:09:40,520 --> 00:09:43,160 Speaker 2: Office, Chief marketing Office, so what's what's the role of 193 00:09:43,200 --> 00:09:45,960 Speaker 2: a CMO. So that's a great question because so many 194 00:09:46,000 --> 00:09:51,000 Speaker 2: people are cmos and right, So a CMO is actually 195 00:09:51,480 --> 00:09:59,480 Speaker 2: the head leadership of the strategic rollout of the actual brand. 196 00:10:00,120 --> 00:10:05,760 Speaker 2: So internally and externally, the CMO works with communications, for instance, 197 00:10:05,880 --> 00:10:09,240 Speaker 2: to understand what is our mission and purpose of the company, 198 00:10:10,040 --> 00:10:13,880 Speaker 2: and how are we executing that mission and purpose internally 199 00:10:14,040 --> 00:10:20,079 Speaker 2: and externally? So how are we educating and informing our employees, 200 00:10:20,480 --> 00:10:24,160 Speaker 2: our investors, our stakeholders. Are all of those communications in 201 00:10:24,280 --> 00:10:26,079 Speaker 2: line with what we say we stand for and what 202 00:10:26,200 --> 00:10:28,520 Speaker 2: we say we believe in. And then to that end, 203 00:10:29,040 --> 00:10:32,199 Speaker 2: we are responsible for generating x amount of revenue with 204 00:10:32,320 --> 00:10:35,400 Speaker 2: consumer base. So how are we messaging to our target 205 00:10:35,440 --> 00:10:38,280 Speaker 2: consumer in a way that speaks to our mission and 206 00:10:38,360 --> 00:10:41,839 Speaker 2: our purpose and keeping all keeping track of all of 207 00:10:41,920 --> 00:10:44,839 Speaker 2: that constantly and making sure that's a well oiled machine 208 00:10:44,880 --> 00:10:46,360 Speaker 2: for as little money as possible. 209 00:10:46,960 --> 00:10:48,280 Speaker 5: I think that was going to be my next thing. 210 00:10:48,840 --> 00:10:52,760 Speaker 5: There's a budget that you're given and so talk about 211 00:10:52,800 --> 00:10:56,680 Speaker 5: that part like you're doing the most with sometimes less 212 00:10:57,080 --> 00:10:57,520 Speaker 5: the least. 213 00:10:57,760 --> 00:11:01,440 Speaker 2: Yes, yeah, you're making magic happen. So there's there's three 214 00:11:02,120 --> 00:11:07,160 Speaker 2: types of impressions. There are owned impressions, which is earned 215 00:11:07,200 --> 00:11:10,640 Speaker 2: your leisure. You guys own your impressions, right. Uh. There 216 00:11:10,760 --> 00:11:16,680 Speaker 2: are earned impressions, which is publicity pr or as Puff 217 00:11:16,720 --> 00:11:19,720 Speaker 2: would always say, guilt by association. And then there's paid 218 00:11:19,720 --> 00:11:23,320 Speaker 2: impressions and that's where you're spending money for media dollars. Right. 219 00:11:23,360 --> 00:11:27,720 Speaker 2: So there's three ways of generating The first one is owned. 220 00:11:27,960 --> 00:11:31,480 Speaker 2: What's that Owned impressions are your own impressions. So however, 221 00:11:31,559 --> 00:11:34,160 Speaker 2: many followers you have on social media, however, many followers 222 00:11:34,200 --> 00:11:36,959 Speaker 2: you have on YouTube coming to earn your leisure to view, 223 00:11:37,520 --> 00:11:40,280 Speaker 2: you know, view your content. Those are your impressions. You 224 00:11:40,360 --> 00:11:43,040 Speaker 2: own that organic reach, organic reach, and. 225 00:11:43,040 --> 00:11:43,920 Speaker 4: Then what's the second one? 226 00:11:44,440 --> 00:11:44,800 Speaker 2: Earned? 227 00:11:45,480 --> 00:11:45,760 Speaker 4: What's that? 228 00:11:45,880 --> 00:11:50,320 Speaker 2: What's the earned media? Impressions are press If somebody writes 229 00:11:50,320 --> 00:11:52,840 Speaker 2: an article, somebody writes an article on a podcast, going 230 00:11:53,280 --> 00:11:56,160 Speaker 2: you go on someone else's podcast, So I repost your content, 231 00:11:56,720 --> 00:12:00,439 Speaker 2: or I invite you two parts to pay it in 232 00:12:00,480 --> 00:12:02,880 Speaker 2: an event or part co branded partnership, and then you 233 00:12:03,080 --> 00:12:05,360 Speaker 2: generate impressions based on that, so you go on Good 234 00:12:05,400 --> 00:12:09,080 Speaker 2: Morning America tomorrow. Those all earned media impressions, and then 235 00:12:09,559 --> 00:12:12,679 Speaker 2: one and the third ones are paid and that's all advertising. 236 00:12:12,920 --> 00:12:17,880 Speaker 2: So that's sponsorship, that's media, advertising, billboards, commercials, that's yes, 237 00:12:18,000 --> 00:12:22,280 Speaker 2: above the line advertising, So print, out of home, radio 238 00:12:22,720 --> 00:12:25,640 Speaker 2: and digital are the four out of home excuse me, 239 00:12:25,720 --> 00:12:29,599 Speaker 2: above the line pay media, and then there's below the 240 00:12:29,679 --> 00:12:33,559 Speaker 2: line paid media. So you could pay influencers, you could 241 00:12:33,600 --> 00:12:37,000 Speaker 2: pay for pot product placement, you could pay for branded 242 00:12:37,120 --> 00:12:39,560 Speaker 2: entertainment strategy. It's all sorts of below the line things 243 00:12:39,600 --> 00:12:43,000 Speaker 2: you could do to pay for awareness and connectivity. 244 00:12:43,360 --> 00:12:47,240 Speaker 5: And you've seen that shift, right because as from when 245 00:12:47,240 --> 00:12:50,200 Speaker 5: you started, print was a thing, yes, not so much 246 00:12:50,240 --> 00:12:53,000 Speaker 5: a thing anymore. More money needs to go into digital. 247 00:12:53,360 --> 00:12:54,360 Speaker 5: How have you navigated that? 248 00:12:54,920 --> 00:12:57,079 Speaker 2: You know, it's been it's been great. Because one of 249 00:12:57,160 --> 00:12:59,640 Speaker 2: the things that we did early on at Blue Flame, 250 00:12:59,679 --> 00:13:02,840 Speaker 2: and while we were so successful but it wasn't uphill 251 00:13:02,920 --> 00:13:06,600 Speaker 2: battle back then, is we were a below the line agency. 252 00:13:06,960 --> 00:13:12,000 Speaker 2: So we hyper focused on influencer connectivity. We hyper focused 253 00:13:12,080 --> 00:13:15,760 Speaker 2: on social media and digital media, which at the time 254 00:13:16,160 --> 00:13:19,839 Speaker 2: people were buying Super Bowl commercials and then that was it. 255 00:13:20,120 --> 00:13:22,000 Speaker 2: We're going to spend two million dollars on a Super 256 00:13:22,000 --> 00:13:25,319 Speaker 2: Bowl commercial, Yeah, we did it. Whereas us, we wanted 257 00:13:25,360 --> 00:13:28,959 Speaker 2: to actually take over Twitter and have you know, the 258 00:13:29,080 --> 00:13:32,040 Speaker 2: best handles for our brands and connect at a very 259 00:13:32,200 --> 00:13:35,600 Speaker 2: organic level, and people just weren't using those strategies back then. 260 00:13:36,040 --> 00:13:40,679 Speaker 2: So we had tremendous success in disrupting, disrupting in the 261 00:13:40,760 --> 00:13:43,599 Speaker 2: category and in culture, and being an expert at that 262 00:13:43,720 --> 00:13:46,720 Speaker 2: obviously fifteen years later is really interesting to see. 263 00:13:47,280 --> 00:13:51,839 Speaker 4: So okay, let's talk about these different types of strategies. So, 264 00:13:52,679 --> 00:13:56,800 Speaker 4: because I have like a unofficial doctorate degree in marketing, 265 00:13:56,880 --> 00:14:00,839 Speaker 4: I know that's right. So I have theories on this, 266 00:14:01,040 --> 00:14:05,880 Speaker 4: but I think that the organic way is probably like 267 00:14:05,960 --> 00:14:08,360 Speaker 4: ten times more effective than paid marketing, right. 268 00:14:08,440 --> 00:14:13,000 Speaker 2: Absolutely more expensive. I mean it's less expensive, it's expensive. 269 00:14:12,600 --> 00:14:15,600 Speaker 4: And it's more effective as far as I was always taught, 270 00:14:15,720 --> 00:14:19,000 Speaker 4: like you have to run like I don't know exact numbers, 271 00:14:19,040 --> 00:14:22,480 Speaker 4: but let's say like five paid ads to convert one 272 00:14:22,520 --> 00:14:25,760 Speaker 4: person with organic it might just be two. Two times 273 00:14:25,800 --> 00:14:28,120 Speaker 4: somebody actually sees you and then they'll just start to 274 00:14:28,160 --> 00:14:30,320 Speaker 4: follow you all those like that's what we've done. We've 275 00:14:30,360 --> 00:14:32,720 Speaker 4: never paid for any marketing. It's all been through word 276 00:14:32,760 --> 00:14:35,600 Speaker 4: of mouth. Yes, it moves a lot faster and it's 277 00:14:35,640 --> 00:14:39,200 Speaker 4: a lot more trustworthy than just seeing constant ads. So, 278 00:14:40,920 --> 00:14:46,680 Speaker 4: if you were advising a client, how would you advocate 279 00:14:46,800 --> 00:14:50,280 Speaker 4: for them to grow their business effectively in today's world 280 00:14:50,440 --> 00:14:53,440 Speaker 4: with dividing those three different things that you just said, Like, 281 00:14:54,000 --> 00:14:57,320 Speaker 4: what's the strategy for a small business or just any 282 00:14:57,360 --> 00:15:01,440 Speaker 4: size business that's looking to, you know, grow their marketing campaign? 283 00:15:01,680 --> 00:15:01,800 Speaker 3: You know. 284 00:15:01,960 --> 00:15:03,800 Speaker 2: So that's a really good question, and it's hard to 285 00:15:03,880 --> 00:15:05,680 Speaker 2: kind of sum it up in a nutshell because I 286 00:15:05,720 --> 00:15:09,400 Speaker 2: think it does depend on nuance. Because you're right, it 287 00:15:09,760 --> 00:15:13,440 Speaker 2: is better meaning the stickiness around your connection which your 288 00:15:13,680 --> 00:15:17,640 Speaker 2: your consumer is better organically. But if your goal is 289 00:15:17,720 --> 00:15:21,680 Speaker 2: to create awareness, right, because there's awareness and then there's affinity. 290 00:15:22,600 --> 00:15:26,920 Speaker 2: So awareness is people being familiar with your brand. If 291 00:15:26,960 --> 00:15:30,520 Speaker 2: I say earn your Leisure in Bangladesh, do they know 292 00:15:30,600 --> 00:15:33,680 Speaker 2: where Earn your Leisure is? Right? That's awareness, right, like 293 00:15:33,720 --> 00:15:36,400 Speaker 2: they know who puff Daddy is in Bangladesh, right. But 294 00:15:37,000 --> 00:15:41,240 Speaker 2: affinity means they watch the Earn your Leisure podcast, they 295 00:15:41,320 --> 00:15:44,680 Speaker 2: come to the you know, to the conferences, they know 296 00:15:44,840 --> 00:15:47,760 Speaker 2: you by name and today have that connectivity. So sometimes 297 00:15:47,920 --> 00:15:51,640 Speaker 2: organic works best because you're trying to ultimately get to affinity. 298 00:15:51,680 --> 00:15:55,240 Speaker 2: But if you're trying to quickly build awareness around your brand, 299 00:15:55,680 --> 00:15:59,840 Speaker 2: paid media can be effective. Case in point, people that 300 00:16:00,280 --> 00:16:06,320 Speaker 2: have e commerce companies nowadays buy social media ads for conversion. 301 00:16:06,480 --> 00:16:09,400 Speaker 2: Right they want to sell their product, they run ig ads. 302 00:16:09,760 --> 00:16:11,800 Speaker 2: The more ads they run, the more eyeballs they see, 303 00:16:12,000 --> 00:16:13,800 Speaker 2: the more people convert. And they can do that very 304 00:16:13,880 --> 00:16:18,160 Speaker 2: quickly because they have a transactional commodity. They're selling makeup 305 00:16:18,720 --> 00:16:23,120 Speaker 2: right or water, Whereas you guys are building an intellectual property. 306 00:16:24,120 --> 00:16:27,520 Speaker 2: So it's more important for you to build organic connection 307 00:16:27,640 --> 00:16:31,280 Speaker 2: because people need to think to understand why you're valuable. 308 00:16:32,080 --> 00:16:34,280 Speaker 2: They don't need to do, they need to think. So 309 00:16:34,360 --> 00:16:36,760 Speaker 2: it's a different there's a different modality there. So it 310 00:16:36,840 --> 00:16:39,560 Speaker 2: really does depend on what your brand is trying to achieve. 311 00:16:40,280 --> 00:16:46,080 Speaker 2: But the quick answer is you spend the biggest amount 312 00:16:46,200 --> 00:16:54,960 Speaker 2: of your time on earned media. Earned media because people 313 00:16:55,720 --> 00:17:01,440 Speaker 2: trust recommendation. So there's a trusted brand and earn your 314 00:17:01,520 --> 00:17:05,920 Speaker 2: leisure and if Ian says, go buy Apple, which is 315 00:17:05,960 --> 00:17:10,040 Speaker 2: what he always seems to say, you see, I watch your. 316 00:17:09,960 --> 00:17:12,080 Speaker 5: Podcast shut out to market mondays. 317 00:17:12,720 --> 00:17:15,880 Speaker 2: Market Mondays, Ian says, go by Apple. People are gonna 318 00:17:15,880 --> 00:17:19,160 Speaker 2: trust you, guys, and potentially at least go research Apple, right, 319 00:17:19,720 --> 00:17:23,240 Speaker 2: So there's an earned that's an earned media impression for 320 00:17:23,320 --> 00:17:27,439 Speaker 2: Apple every single time. Ian says that you see the value. 321 00:17:27,720 --> 00:17:30,960 Speaker 2: So if you go to earned first, you're gonna not 322 00:17:31,080 --> 00:17:36,320 Speaker 2: only get the association with whatever brand value that thing has, 323 00:17:36,400 --> 00:17:39,479 Speaker 2: You're going to be introduced to expanded audiences. It's going 324 00:17:39,560 --> 00:17:41,720 Speaker 2: to create all these other tentacles for your brand that 325 00:17:41,800 --> 00:17:45,320 Speaker 2: will automatically get you owned media impressions. Those are going 326 00:17:45,359 --> 00:17:48,320 Speaker 2: to come because you convert people that way, and then 327 00:17:48,400 --> 00:17:51,359 Speaker 2: you continue to connect with your owned media community and 328 00:17:51,440 --> 00:17:54,000 Speaker 2: once you start building up money, you make investment and 329 00:17:54,080 --> 00:17:57,760 Speaker 2: paid and it becomes this nice ecosystem that works for 330 00:17:57,840 --> 00:17:58,280 Speaker 2: your brand. 331 00:17:59,240 --> 00:18:04,200 Speaker 4: So in marketing they say cults become culture earners. 332 00:18:04,200 --> 00:18:06,000 Speaker 5: What's up? Look, you want to have a seat at 333 00:18:06,040 --> 00:18:07,959 Speaker 5: the table, But what if you want to see at 334 00:18:08,000 --> 00:18:10,960 Speaker 5: an award show, a seat at fashion week, or a 335 00:18:11,040 --> 00:18:13,200 Speaker 5: seat with the board of directors for a cause that 336 00:18:13,320 --> 00:18:16,199 Speaker 5: excites you, a career that puts you in the driver's 337 00:18:16,200 --> 00:18:19,320 Speaker 5: seat where your passions become your purpose. Do you love 338 00:18:19,359 --> 00:18:22,520 Speaker 5: the world of music, the excitement of high fashion, or 339 00:18:22,600 --> 00:18:25,120 Speaker 5: perhaps you're driven by a desire to make a difference. 340 00:18:25,520 --> 00:18:28,800 Speaker 5: No matter your passion, accountants are helping to lead the 341 00:18:28,840 --> 00:18:32,040 Speaker 5: way to keep the music playing, the runways alive, and 342 00:18:32,160 --> 00:18:36,680 Speaker 5: communities thriving. 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The future of accounting starts. 355 00:19:21,080 --> 00:19:26,240 Speaker 4: With you, meaning it's more efficient to just focus on 356 00:19:26,320 --> 00:19:31,080 Speaker 4: a small group of people and have them be evangelist 357 00:19:31,320 --> 00:19:34,480 Speaker 4: for you, as opposed to just trying to spread yourself 358 00:19:34,520 --> 00:19:38,520 Speaker 4: too things because eventually those small group of people will 359 00:19:38,640 --> 00:19:43,320 Speaker 4: grow osmosis and will become culture, right like the Twelve Disciples, 360 00:19:43,400 --> 00:19:47,480 Speaker 4: right like e Mentionally, this becomes two billion Christians around 361 00:19:47,520 --> 00:19:50,760 Speaker 4: the world. What's your thoughts on that, because that's something 362 00:19:50,840 --> 00:19:53,359 Speaker 4: that a lot of people don't really do effectively. Either 363 00:19:53,600 --> 00:19:55,399 Speaker 4: they come out the gate and just try to just 364 00:19:55,880 --> 00:19:58,600 Speaker 4: be all things to our people as opposed to really 365 00:19:58,720 --> 00:20:02,800 Speaker 4: honing in and building us very small, tight knit community 366 00:20:02,880 --> 00:20:03,639 Speaker 4: and then kind of just. 367 00:20:03,680 --> 00:20:06,440 Speaker 2: Growing it like that one million percent. I am always 368 00:20:06,560 --> 00:20:10,840 Speaker 2: about vertical versus horizontal strategy, So it's like zero in 369 00:20:11,000 --> 00:20:15,560 Speaker 2: on who your core audience is and hyper hyper penetrate 370 00:20:15,600 --> 00:20:19,880 Speaker 2: that audience, so get them in every place that they 371 00:20:20,040 --> 00:20:24,600 Speaker 2: are passionate. So if your audience works nine to five, 372 00:20:25,800 --> 00:20:28,840 Speaker 2: you probably should be targeting them from six to ten, 373 00:20:29,480 --> 00:20:31,600 Speaker 2: you know what I mean. But if your audience is 374 00:20:33,320 --> 00:20:35,320 Speaker 2: of your audience as creative, you have to figure out 375 00:20:35,320 --> 00:20:38,080 Speaker 2: where those key touch points are for them and hyper 376 00:20:38,119 --> 00:20:40,600 Speaker 2: focus on those areas because you want to get them 377 00:20:41,359 --> 00:20:43,760 Speaker 2: when their mindset is in the thing that they are 378 00:20:43,880 --> 00:20:48,280 Speaker 2: passionate about. So it's not necessarily just getting them, it's 379 00:20:48,359 --> 00:20:51,240 Speaker 2: connecting with them in emotional moments that makes sense for 380 00:20:51,359 --> 00:20:52,760 Speaker 2: them so that they remember. 381 00:20:52,440 --> 00:20:56,880 Speaker 5: You when you talked about paid media and you said 382 00:20:57,119 --> 00:21:00,359 Speaker 5: you go under the line. And I'm wondering, now, if 383 00:21:00,400 --> 00:21:04,080 Speaker 5: you're doing that vertical method, how do you select the 384 00:21:04,240 --> 00:21:07,840 Speaker 5: influencers the media Because a lot of times we'll hear 385 00:21:07,920 --> 00:21:10,360 Speaker 5: black media, right, but when we think of that, we'll 386 00:21:10,400 --> 00:21:13,160 Speaker 5: stick and we'll stay in that familiarity, but we won't 387 00:21:13,200 --> 00:21:16,040 Speaker 5: get that notoriety from other brands. So how did you 388 00:21:16,560 --> 00:21:17,760 Speaker 5: or how do you navigate through that? 389 00:21:19,840 --> 00:21:23,240 Speaker 2: It's again, it's nuanced because you have to prioritize what's 390 00:21:23,320 --> 00:21:27,280 Speaker 2: most important to you first, right, So if the segment 391 00:21:27,359 --> 00:21:30,199 Speaker 2: of the population is I want eighteen to thirty four 392 00:21:30,280 --> 00:21:34,600 Speaker 2: year olds first, right, there's a certain age group that 393 00:21:34,640 --> 00:21:37,280 Speaker 2: you want to target. And then you might say, well, 394 00:21:37,320 --> 00:21:40,200 Speaker 2: out of the eighteen and thirty four, I think that 395 00:21:40,400 --> 00:21:43,600 Speaker 2: our brand skews more male, right, which is a little 396 00:21:43,720 --> 00:21:47,680 Speaker 2: unique now with gender fluidity. But you know there's do 397 00:21:47,800 --> 00:21:51,479 Speaker 2: you do you target male conversations versus women conversations? All 398 00:21:51,520 --> 00:21:53,400 Speaker 2: of those things? And then once you figure that out, 399 00:21:53,640 --> 00:21:55,960 Speaker 2: you start to say, is there a factor around race? 400 00:21:56,359 --> 00:21:58,160 Speaker 2: Is there a factor around geo targeting? 401 00:21:58,280 --> 00:21:58,320 Speaker 5: Like? 402 00:21:58,400 --> 00:22:01,320 Speaker 2: Do I target Brooklyn? Like you said, Brooklyn's your number 403 00:22:01,359 --> 00:22:05,800 Speaker 2: one audience versus we hoo Los Angeles? 404 00:22:05,880 --> 00:22:06,000 Speaker 3: Right? 405 00:22:06,280 --> 00:22:08,840 Speaker 2: So you start to zero in on where your bulls 406 00:22:08,880 --> 00:22:11,720 Speaker 2: eye is and you spend your the most of your 407 00:22:11,880 --> 00:22:15,000 Speaker 2: time in that space, but you also look at the 408 00:22:15,160 --> 00:22:19,000 Speaker 2: whole of that that segment as well. Does that make sense? 409 00:22:19,240 --> 00:22:21,440 Speaker 2: So you're not trying to get twenty five to fifty 410 00:22:21,480 --> 00:22:23,679 Speaker 2: four year olds, You're trying to get as many eighteen 411 00:22:23,680 --> 00:22:26,280 Speaker 2: to thirty four year olds as possible, and then within 412 00:22:26,400 --> 00:22:30,040 Speaker 2: that you're carving out sub segments to figure out how 413 00:22:30,040 --> 00:22:32,280 Speaker 2: to connect with them, and you do that based on 414 00:22:32,359 --> 00:22:33,080 Speaker 2: a number of things. 415 00:22:34,119 --> 00:22:39,960 Speaker 4: So another thing that's beneficial, going back to the Sarak thing, 416 00:22:40,480 --> 00:22:43,920 Speaker 4: and even Bad Boy, it's good to have once we 417 00:22:44,040 --> 00:22:47,600 Speaker 4: get it's good to have ambassadors and evangelists. I'd like 418 00:22:47,680 --> 00:22:51,920 Speaker 4: to say evangelists better than ambassadors. So Sarak Boys, the 419 00:22:52,280 --> 00:22:57,600 Speaker 4: DJ campaign, that was extremely beneficial, thank you. And even 420 00:22:57,680 --> 00:22:59,480 Speaker 4: with you know, Bad Boy, the street team nobody really 421 00:22:59,520 --> 00:23:02,760 Speaker 4: the street team anymore but Rough Riders. They probably had 422 00:23:02,800 --> 00:23:04,520 Speaker 4: one of the best street teams I've ever seen with 423 00:23:04,720 --> 00:23:07,840 Speaker 4: all of those bikers and T shirts and you just 424 00:23:08,600 --> 00:23:12,520 Speaker 4: it just becomes so you know, energetic that you just 425 00:23:12,600 --> 00:23:14,879 Speaker 4: see everybody you know, you just want to be a 426 00:23:14,920 --> 00:23:17,960 Speaker 4: part of it. So talk about that as far as 427 00:23:18,119 --> 00:23:20,800 Speaker 4: like how important is that when it comes to marketing, 428 00:23:20,880 --> 00:23:23,320 Speaker 4: And yeah, I'm sure he was involved in some capacity 429 00:23:23,359 --> 00:23:25,040 Speaker 4: with us a rock situation, so maybe you can talk 430 00:23:25,080 --> 00:23:25,639 Speaker 4: directly to that. 431 00:23:25,960 --> 00:23:28,359 Speaker 2: Yeah, I mean absolutely the thing that's part of the 432 00:23:30,200 --> 00:23:34,639 Speaker 2: that's part of that credibility factor that I was talking about, right, 433 00:23:34,760 --> 00:23:39,159 Speaker 2: and so figuring out ways to have other people speaking 434 00:23:39,240 --> 00:23:42,120 Speaker 2: about your brand or thing on your behalf, that's all 435 00:23:42,200 --> 00:23:42,560 Speaker 2: part of it. 436 00:23:42,720 --> 00:23:43,879 Speaker 3: And you know. 437 00:23:45,560 --> 00:23:49,400 Speaker 2: Bad Boy, they were the Kings of street teaming, right, 438 00:23:49,840 --> 00:23:52,800 Speaker 2: the Kings, and I think A lot of that strategy 439 00:23:53,119 --> 00:23:55,720 Speaker 2: evolved into some of the things that we did at 440 00:23:55,760 --> 00:23:59,040 Speaker 2: Blue Flame for Below the Line. I remember we did 441 00:23:59,080 --> 00:24:01,480 Speaker 2: a campaign for I don't know if you guys remember 442 00:24:02,040 --> 00:24:04,560 Speaker 2: Puff's album Last Train in Paris with Diddy Dirty Money. 443 00:24:05,480 --> 00:24:06,879 Speaker 2: So we were trying to think of all of these 444 00:24:06,920 --> 00:24:09,360 Speaker 2: amazing things that we could do. We wanted to take 445 00:24:09,400 --> 00:24:12,600 Speaker 2: over Grand Central Station and the four train line and 446 00:24:12,800 --> 00:24:15,040 Speaker 2: have a party on the train that landed a grant 447 00:24:15,240 --> 00:24:17,159 Speaker 2: like craziness a right, And at the time, it just 448 00:24:17,280 --> 00:24:20,040 Speaker 2: wasn't wasn't feasible with the city where we were like, 449 00:24:20,080 --> 00:24:22,760 Speaker 2: what could we do that was disruptive, and so we 450 00:24:23,040 --> 00:24:27,040 Speaker 2: literally we did this last Camp Street Team campaign where 451 00:24:27,080 --> 00:24:31,520 Speaker 2: we took over the train signs, like in the middle 452 00:24:31,520 --> 00:24:35,240 Speaker 2: of the night, we posted fake train signs that said 453 00:24:35,280 --> 00:24:37,920 Speaker 2: last train to Paris all over the city and it 454 00:24:38,080 --> 00:24:41,560 Speaker 2: caused this crazy ruckus and we got all kinds of 455 00:24:41,680 --> 00:24:44,159 Speaker 2: news and noteworthiness for it, and we literally had to 456 00:24:44,200 --> 00:24:46,280 Speaker 2: take it down by a certain hour before we you know, 457 00:24:46,440 --> 00:24:48,960 Speaker 2: got penalized. But it was a real strategy. At like 458 00:24:49,119 --> 00:24:51,120 Speaker 2: two o'clock in the morning, we went out and post 459 00:24:51,200 --> 00:24:54,560 Speaker 2: no bills, plastered these you know, these campaigns all over 460 00:24:54,880 --> 00:24:58,280 Speaker 2: the city and literally by twelve they were gone, like 461 00:24:58,400 --> 00:25:01,159 Speaker 2: huh what posters? Everybody was just like what kind of 462 00:25:01,240 --> 00:25:03,800 Speaker 2: magic trick was this? And so doing really unique things 463 00:25:03,880 --> 00:25:06,280 Speaker 2: like that in the marketplace was a lot of fun, 464 00:25:06,320 --> 00:25:09,080 Speaker 2: you know, taking over Times Square, and it's just I 465 00:25:09,160 --> 00:25:14,280 Speaker 2: think the flash mob sort of comes from that Street 466 00:25:14,320 --> 00:25:17,200 Speaker 2: Team strategy. That Street Team I remember when. 467 00:25:17,119 --> 00:25:20,280 Speaker 4: They were trying to find a dude, Cody Mariam. 468 00:25:21,320 --> 00:25:25,160 Speaker 5: Yeah, it was Yeah, these postals just kept going up everywhere. 469 00:25:24,920 --> 00:25:27,879 Speaker 4: So it was it was like an African dictator. Allegedly 470 00:25:28,480 --> 00:25:32,639 Speaker 4: that was like using child soldiers. So it was so 471 00:25:32,800 --> 00:25:35,359 Speaker 4: crazy because one day I just woke up and I 472 00:25:35,520 --> 00:25:37,760 Speaker 4: just saw like Rihanna had posted like it was like, 473 00:25:37,840 --> 00:25:40,760 Speaker 4: you know, they had the Obama hope, yeah posted. They 474 00:25:41,080 --> 00:25:45,320 Speaker 4: transformed that into like find Cody twenty eighteen or something 475 00:25:45,400 --> 00:25:47,840 Speaker 4: like that. I forgot what year it was, but within 476 00:25:47,960 --> 00:25:50,920 Speaker 4: one day, almost every major celebrity had posted it on 477 00:25:51,040 --> 00:25:55,000 Speaker 4: their social media and it was just like signs randomly 478 00:25:55,160 --> 00:25:56,240 Speaker 4: all over the place. 479 00:25:56,440 --> 00:25:56,920 Speaker 2: Amazing. 480 00:25:57,840 --> 00:26:01,520 Speaker 4: It is one of the most effective campaigns ever. Nothing 481 00:26:01,600 --> 00:26:04,000 Speaker 4: really came of it, but I just still to this 482 00:26:04,160 --> 00:26:07,680 Speaker 4: day it was just amazing that so many people was 483 00:26:08,080 --> 00:26:11,639 Speaker 4: was really just they didn't even know why they were 484 00:26:11,640 --> 00:26:14,480 Speaker 4: posting it. It was just like once one person posted it, 485 00:26:14,560 --> 00:26:16,440 Speaker 4: then everybody else started to post it, and then it 486 00:26:16,560 --> 00:26:18,600 Speaker 4: just it just went super viral. Did he posted it? 487 00:26:18,840 --> 00:26:22,480 Speaker 4: It went super viral? So yeah, I just was always 488 00:26:22,520 --> 00:26:24,440 Speaker 4: intrigued with that. But the flash mob, going back to 489 00:26:24,480 --> 00:26:28,440 Speaker 4: your thing flash mob situation, I feel like that's kind 490 00:26:28,480 --> 00:26:31,399 Speaker 4: of been transitioned now because everything in social media. Yes, 491 00:26:31,800 --> 00:26:34,920 Speaker 4: so now it's it's not the same as as it 492 00:26:35,080 --> 00:26:39,680 Speaker 4: was previously. In some regards, it's better because now you 493 00:26:39,760 --> 00:26:42,040 Speaker 4: can post on social media and then you can get 494 00:26:42,280 --> 00:26:44,600 Speaker 4: people from all over the world, but it doesn't have 495 00:26:44,760 --> 00:26:48,000 Speaker 4: that same in person effect. Fact. 496 00:26:48,080 --> 00:26:50,639 Speaker 2: Yeah yeah, yeah, I mean you know, you were talking 497 00:26:51,160 --> 00:26:54,240 Speaker 2: ten years ago. So it evolves that the world. 498 00:26:54,320 --> 00:26:56,280 Speaker 4: The world changed, the world changes, Like you're not going 499 00:26:56,359 --> 00:26:59,640 Speaker 4: to see street teams anymore, yeah. 500 00:27:00,040 --> 00:27:01,040 Speaker 5: Unless somebody brings their back. 501 00:27:01,880 --> 00:27:03,880 Speaker 2: You know, it's funny. I don't think street teams are over. 502 00:27:04,240 --> 00:27:04,960 Speaker 5: I just don't see them. 503 00:27:05,240 --> 00:27:07,119 Speaker 2: You don't see it because it's like, how do you 504 00:27:07,200 --> 00:27:10,320 Speaker 2: do it differently? Right? Like what's the new edge and 505 00:27:10,400 --> 00:27:15,000 Speaker 2: the new because nothing beats face to face touch point communication, 506 00:27:15,200 --> 00:27:17,880 Speaker 2: Nothing beats me talking to you about why my brand 507 00:27:17,960 --> 00:27:19,639 Speaker 2: is great, right, but do it in a way that 508 00:27:19,760 --> 00:27:22,639 Speaker 2: makes sense for me. So I think fundamentally street teams 509 00:27:22,680 --> 00:27:24,680 Speaker 2: could still work. It's just the way that they do 510 00:27:24,800 --> 00:27:25,639 Speaker 2: them has to change. 511 00:27:26,200 --> 00:27:28,440 Speaker 5: Yeah. So even in transition and talking about you on 512 00:27:28,480 --> 00:27:31,960 Speaker 5: a professional level, you've gone through different spaces. Right, you 513 00:27:32,000 --> 00:27:34,880 Speaker 5: started media, there's a tech component, it's a cannabis component. 514 00:27:35,640 --> 00:27:39,200 Speaker 5: How has your approach changed with going through industries? 515 00:27:42,440 --> 00:27:42,680 Speaker 6: Do you know? 516 00:27:42,880 --> 00:27:47,280 Speaker 2: My approach has not really changed because fundamentally, there's just 517 00:27:47,359 --> 00:27:51,000 Speaker 2: a paradigm. Like I just broke down the three types 518 00:27:51,040 --> 00:27:56,000 Speaker 2: of media, right, It's it's not rocket science. It really 519 00:27:56,119 --> 00:28:01,080 Speaker 2: is just understanding what your brand represents, where you're trying 520 00:28:01,080 --> 00:28:04,040 Speaker 2: to take your brand, and who you're speaking to. Because 521 00:28:04,480 --> 00:28:08,840 Speaker 2: the rules don't change, the people do. So, like I said, 522 00:28:08,880 --> 00:28:11,640 Speaker 2: street teams could still work. They just need to work 523 00:28:11,680 --> 00:28:14,040 Speaker 2: differently because people don't interact in the same way they 524 00:28:14,119 --> 00:28:17,200 Speaker 2: used to interact. So the same goes for you know, 525 00:28:17,920 --> 00:28:20,680 Speaker 2: the strategies, Like I know what works and what doesn't 526 00:28:20,720 --> 00:28:23,280 Speaker 2: work in the marketplace. It's just understanding when to use 527 00:28:23,320 --> 00:28:25,280 Speaker 2: it and how to use it depending on your audience. 528 00:28:25,880 --> 00:28:29,160 Speaker 4: So at one so you were employee for bad Boy, right, yep, 529 00:28:29,840 --> 00:28:32,199 Speaker 4: so you left at some point yep, and. 530 00:28:32,880 --> 00:28:33,600 Speaker 5: After eight. 531 00:28:35,520 --> 00:28:37,880 Speaker 4: Years being promoted, Oh yes, yes, yeah, keep that part, 532 00:28:38,120 --> 00:28:39,400 Speaker 4: you become self employed. 533 00:28:40,120 --> 00:28:43,080 Speaker 2: No, yes, sort of, yeah, you can say that. I 534 00:28:43,160 --> 00:28:46,040 Speaker 2: actually was a project based consultant for a few years 535 00:28:46,080 --> 00:28:47,560 Speaker 2: and I had a lot of fun. I worked with 536 00:28:48,240 --> 00:28:52,280 Speaker 2: Scott Mills at BET for about thirteen months helping the 537 00:28:52,400 --> 00:28:55,880 Speaker 2: team strategize their experience business. So you know the awards 538 00:28:56,560 --> 00:28:58,800 Speaker 2: Every year, they have three days leading up to the 539 00:28:58,880 --> 00:29:02,920 Speaker 2: awards called the BT Experience. It's like this amazing, consumer driven, 540 00:29:04,280 --> 00:29:07,160 Speaker 2: fan based fan zone, and we were thinking about how 541 00:29:07,240 --> 00:29:10,040 Speaker 2: we could scale that opportunity and take it global and 542 00:29:10,120 --> 00:29:12,400 Speaker 2: do some really unique things pre COVID. So that was 543 00:29:12,560 --> 00:29:14,880 Speaker 2: a ton of fun. And then I got recruited by 544 00:29:15,280 --> 00:29:18,920 Speaker 2: Al Harrington to come over to Viola and I just 545 00:29:19,040 --> 00:29:22,080 Speaker 2: thought this really could be the Soraca cannabis. It was 546 00:29:22,160 --> 00:29:24,840 Speaker 2: such an amazing brand, and I'd always wanted to work 547 00:29:24,880 --> 00:29:28,040 Speaker 2: in cannabis, even from the time it became legal in Colorado. 548 00:29:28,080 --> 00:29:29,400 Speaker 2: I was like, I would love to just move to 549 00:29:29,440 --> 00:29:30,720 Speaker 2: Colorado and work on cannabis. 550 00:29:31,840 --> 00:29:33,960 Speaker 4: So how it was working in cannabis different from working. 551 00:29:33,800 --> 00:29:36,520 Speaker 2: In li You know what's funny is they're not a 552 00:29:36,960 --> 00:29:42,560 Speaker 2: ton of major differences in because it's a regulatory industry. 553 00:29:43,040 --> 00:29:45,520 Speaker 2: And you know, I always say America is a country 554 00:29:45,560 --> 00:29:48,880 Speaker 2: of precedents, right, so we used the Constitution to create 555 00:29:48,960 --> 00:29:51,520 Speaker 2: new laws and you know, amendments and all the things. 556 00:29:51,600 --> 00:29:54,280 Speaker 2: And when you think about prohibition in this country and 557 00:29:55,400 --> 00:29:58,480 Speaker 2: what went on with alcohol and the illegalization of alcohol, 558 00:29:58,960 --> 00:30:02,240 Speaker 2: the very same thing are happening in cannabis. So you know, 559 00:30:02,480 --> 00:30:05,400 Speaker 2: history is an indicator you can kind of gauge what's 560 00:30:05,440 --> 00:30:07,240 Speaker 2: going to happen in cannabis in the next few years. 561 00:30:07,440 --> 00:30:09,520 Speaker 5: When you spoke about the BT experience, it's something that 562 00:30:09,600 --> 00:30:12,280 Speaker 5: we actually we've been a part of. I wonder how 563 00:30:12,440 --> 00:30:16,720 Speaker 5: often are you going to different activations and taking in 564 00:30:17,360 --> 00:30:19,040 Speaker 5: the experiences and saying, you know what, this is something 565 00:30:19,080 --> 00:30:20,680 Speaker 5: we can add. Is that part of what you're doing 566 00:30:20,720 --> 00:30:22,800 Speaker 5: as well? Like I feel like we when we went 567 00:30:22,800 --> 00:30:24,040 Speaker 5: to the Super Bowl, it was the first time we 568 00:30:24,120 --> 00:30:27,920 Speaker 5: were there as number one, as entrepreneurs and looking at 569 00:30:28,080 --> 00:30:29,920 Speaker 5: the things that were taking place and saying this is 570 00:30:29,960 --> 00:30:32,720 Speaker 5: something that we can implement. We're going into media rooms 571 00:30:32,760 --> 00:30:34,800 Speaker 5: and we're seeing how things are set up and saying, 572 00:30:34,840 --> 00:30:36,520 Speaker 5: are these are things that we can Is that something 573 00:30:36,560 --> 00:30:38,200 Speaker 5: that you've done throughout your career. 574 00:30:38,520 --> 00:30:41,840 Speaker 2: Absolutely absolutely. You know, I have friends that have, you know, 575 00:30:42,840 --> 00:30:46,600 Speaker 2: in their wedding process getting married, they start attending other friends, 576 00:30:46,680 --> 00:30:49,240 Speaker 2: actively attending other friends' weddings just to see creative things 577 00:30:49,280 --> 00:30:51,280 Speaker 2: that other people are doing in their process and how 578 00:30:51,360 --> 00:30:53,640 Speaker 2: things flow. Same goes for us in business. You know, 579 00:30:53,840 --> 00:30:56,840 Speaker 2: you should be attending as many finance conferences as you can, 580 00:30:56,960 --> 00:30:59,560 Speaker 2: as many lifestyle conferences as you can to figure out 581 00:30:59,600 --> 00:31:02,360 Speaker 2: what hims are looking for, what's missing, and how you 582 00:31:02,440 --> 00:31:04,920 Speaker 2: could do things different and elevate it, you know, for 583 00:31:05,000 --> 00:31:07,160 Speaker 2: your own experience, absolutely, yeah. 584 00:31:07,520 --> 00:31:11,360 Speaker 4: You joy inspiration from a variety of different things. I 585 00:31:11,440 --> 00:31:13,680 Speaker 4: think it's important to join inspiration from things that have 586 00:31:13,840 --> 00:31:16,400 Speaker 4: nothing to do what you're doing either. So even you know, 587 00:31:16,520 --> 00:31:19,280 Speaker 4: talking about Nipsey Hustle and he was talking about when 588 00:31:19,360 --> 00:31:22,080 Speaker 4: he read the book and it talked about one hundred 589 00:31:22,080 --> 00:31:26,120 Speaker 4: dollar cheesesteak and Philadelphia and he was, you know, really 590 00:31:27,440 --> 00:31:30,480 Speaker 4: impressed by that, and he that's how he started his 591 00:31:30,840 --> 00:31:32,880 Speaker 4: Proud to Pay campaign and started selling his mixtape one 592 00:31:32,920 --> 00:31:35,960 Speaker 4: hundred dollars. So you would think that a culinary experience 593 00:31:36,000 --> 00:31:40,120 Speaker 4: has nothing to do with musical experience, But like I said, 594 00:31:40,160 --> 00:31:41,960 Speaker 4: you kind of you can joy inspiration from anywhere, but 595 00:31:42,040 --> 00:31:45,640 Speaker 4: it's important to just be aware and see different, you know, 596 00:31:45,920 --> 00:31:48,000 Speaker 4: tactics that's being used and to see, okay, how can 597 00:31:48,040 --> 00:31:52,280 Speaker 4: you relate it to your industry? But cannabis so Viola, 598 00:31:52,640 --> 00:31:54,680 Speaker 4: So what is some of the things that you actually 599 00:31:54,800 --> 00:31:55,760 Speaker 4: did for Viola? 600 00:31:56,720 --> 00:32:02,120 Speaker 2: So I was the CMO for for Viola, So really 601 00:32:02,240 --> 00:32:05,360 Speaker 2: one of the biggest things that I did during my tenure. Oh, 602 00:32:05,360 --> 00:32:08,160 Speaker 2: there were a few things. So we were launching in 603 00:32:08,320 --> 00:32:12,440 Speaker 2: New States constantly right at the time, and so one 604 00:32:12,480 --> 00:32:15,200 Speaker 2: of the things we had done around the All Star 605 00:32:15,800 --> 00:32:22,080 Speaker 2: in Chicago, recreational cannabis became legal literally like weeks before 606 00:32:22,160 --> 00:32:25,320 Speaker 2: All Stars. So it was a very unique time in Chicago, 607 00:32:25,400 --> 00:32:27,680 Speaker 2: to say the least. And so figuring out how to 608 00:32:27,800 --> 00:32:30,960 Speaker 2: create brand awareness and brand equity within that market was 609 00:32:31,000 --> 00:32:32,360 Speaker 2: a lot of fun, and we had to do it 610 00:32:32,440 --> 00:32:36,560 Speaker 2: really quickly because like, cannabis changes every minute, Like there's 611 00:32:36,600 --> 00:32:40,040 Speaker 2: some new legislation somewhere in some city about cannabis, right, 612 00:32:40,200 --> 00:32:42,640 Speaker 2: So staying on top of that was really important. But 613 00:32:42,760 --> 00:32:46,720 Speaker 2: it was challenging for us because it's not federally regulated, 614 00:32:46,840 --> 00:32:50,200 Speaker 2: and so how do you create scale around a brand 615 00:32:50,720 --> 00:32:54,160 Speaker 2: that has legal nuances on a state by state basis, 616 00:32:54,280 --> 00:32:58,000 Speaker 2: So I cannot take product X in Detroit to Nevada 617 00:32:58,240 --> 00:33:02,479 Speaker 2: or to New York or to Oregon legally, So how 618 00:33:02,520 --> 00:33:04,920 Speaker 2: do I call for the Viola brand consistently no matter 619 00:33:04,960 --> 00:33:08,640 Speaker 2: where I am? And for me, I wanted to develop 620 00:33:09,120 --> 00:33:12,960 Speaker 2: a platform around what the brand stood for, and so 621 00:33:13,120 --> 00:33:17,240 Speaker 2: it was about people, purpose and plans, right, that was 622 00:33:17,280 --> 00:33:20,040 Speaker 2: what Viola's That's what Viola is about, and it's very 623 00:33:20,520 --> 00:33:22,720 Speaker 2: very purpose driven brand. And so we did a lot 624 00:33:22,800 --> 00:33:27,440 Speaker 2: of social equity work in the marketplace. So reacclimating nonviolent 625 00:33:27,520 --> 00:33:31,720 Speaker 2: offenders that were previously convicted for cannabis related crimes, re 626 00:33:32,000 --> 00:33:34,920 Speaker 2: entering them into society was a huge part of our initiative, 627 00:33:34,920 --> 00:33:37,200 Speaker 2: which is a national communication. We can talk about that 628 00:33:37,320 --> 00:33:39,520 Speaker 2: to the cows come home, right, that's not illegal. But 629 00:33:39,600 --> 00:33:41,760 Speaker 2: at the same time, we're getting people to know what 630 00:33:41,840 --> 00:33:44,440 Speaker 2: the Viola brand is, what the Viola brand stands for, 631 00:33:44,680 --> 00:33:46,880 Speaker 2: and what the Viola brand is doing to help uplift 632 00:33:46,960 --> 00:33:50,200 Speaker 2: its people. So we did a lot of campaigning and 633 00:33:50,320 --> 00:33:53,160 Speaker 2: volunteer work and community work around that, and then we 634 00:33:53,240 --> 00:33:55,400 Speaker 2: had a ton of lifestyle affinity and some fun cool 635 00:33:55,400 --> 00:33:57,800 Speaker 2: stuff that we did at a local level within each market. 636 00:33:57,920 --> 00:34:00,640 Speaker 2: So understanding the culture of Detroit, this is the culture 637 00:34:00,680 --> 00:34:03,560 Speaker 2: of la and who to align ourselves with. And we 638 00:34:03,880 --> 00:34:04,560 Speaker 2: had a lot of fun. 639 00:34:05,080 --> 00:34:10,440 Speaker 5: This sounds like you're developing like leadership teams and policies, right, 640 00:34:10,560 --> 00:34:13,640 Speaker 5: Like you're it's inside of this role as CMO, Like 641 00:34:14,040 --> 00:34:16,600 Speaker 5: you're organizing and creating policy too, right, this is what 642 00:34:16,719 --> 00:34:17,239 Speaker 5: this sounds like. 643 00:34:17,440 --> 00:34:21,760 Speaker 2: Absolutely, we're working with working with the policy legislators, definitely, 644 00:34:22,160 --> 00:34:27,160 Speaker 2: And it really is about helping people understand the audience 645 00:34:27,239 --> 00:34:30,319 Speaker 2: that we serve, the brand that we represent, and then 646 00:34:30,440 --> 00:34:34,200 Speaker 2: how we need to leverage opportunities for that audience, if 647 00:34:34,239 --> 00:34:37,640 Speaker 2: that makes sense. Right, So if I'm in Detroit, these 648 00:34:37,680 --> 00:34:40,800 Speaker 2: are the things that this community needs from Detroit to 649 00:34:40,920 --> 00:34:44,719 Speaker 2: be represented properly in the cannabis space and creating programming 650 00:34:44,800 --> 00:34:45,480 Speaker 2: that represents that. 651 00:34:46,560 --> 00:34:47,839 Speaker 4: So how do you know if you're going to return 652 00:34:47,920 --> 00:34:49,240 Speaker 4: on your investment dollars? 653 00:34:50,239 --> 00:34:53,279 Speaker 2: Point blank? Period is a number? Yeah, it's a number. 654 00:34:53,320 --> 00:34:55,120 Speaker 4: It's hard to try. So it's like, all right, if 655 00:34:55,160 --> 00:34:57,320 Speaker 4: I put a billboard in Times Square, right, and it 656 00:34:57,360 --> 00:34:59,160 Speaker 4: costs me twenty thousand dollars to put that billboard and 657 00:34:59,200 --> 00:35:02,160 Speaker 4: Time squad, I want to promote my album and my 658 00:35:02,320 --> 00:35:06,200 Speaker 4: album sells twenty thousand copies the first week. I don't 659 00:35:06,239 --> 00:35:09,360 Speaker 4: really know if that billboard helped. It's hard to track that. 660 00:35:09,600 --> 00:35:12,280 Speaker 2: You don't know if the billboard had a direct impact. 661 00:35:12,400 --> 00:35:14,719 Speaker 2: But you can do things like call to action, you 662 00:35:14,800 --> 00:35:16,920 Speaker 2: can do now, you can do QR codes, and so 663 00:35:17,000 --> 00:35:19,560 Speaker 2: you can do all sorts of things to track specifically 664 00:35:20,080 --> 00:35:22,080 Speaker 2: whether or not there was a conversion. That's called the 665 00:35:22,160 --> 00:35:26,560 Speaker 2: conversion you're talking about within that specific initiative. But ultimately, 666 00:35:26,760 --> 00:35:29,160 Speaker 2: what you're trying to do is create as many impressions 667 00:35:29,239 --> 00:35:31,960 Speaker 2: for as little dollars as possible to get the return 668 00:35:32,040 --> 00:35:37,440 Speaker 2: on the revenue. So yeah, there's a lot of tracking 669 00:35:37,520 --> 00:35:38,320 Speaker 2: that goes into that. 670 00:35:38,880 --> 00:35:41,360 Speaker 5: Yeah, because I always wonder like, if I'm putting I 671 00:35:41,400 --> 00:35:43,200 Speaker 5: mean the highest levels, I'm putting a suit bowl ad 672 00:35:43,239 --> 00:35:46,759 Speaker 5: and I'm paying five million, what is the data? What 673 00:35:46,880 --> 00:35:48,880 Speaker 5: are the analysis that's going to say, all right, this 674 00:35:49,000 --> 00:35:49,360 Speaker 5: was worth it? 675 00:35:49,560 --> 00:35:49,680 Speaker 3: Right? 676 00:35:49,800 --> 00:35:51,839 Speaker 5: Is it just the conversion of how many people come 677 00:35:51,880 --> 00:35:53,359 Speaker 5: to the site or is that how many people by 678 00:35:53,400 --> 00:35:55,600 Speaker 5: the product that these are all metrics. 679 00:35:55,600 --> 00:35:58,000 Speaker 2: Those are all metrics, and again it's what's important. Right, 680 00:35:58,040 --> 00:36:01,120 Speaker 2: So if aware, immediate awareness is the most important thing 681 00:36:01,200 --> 00:36:03,759 Speaker 2: for your brand, and you buy a Super Bowl ad, 682 00:36:04,360 --> 00:36:07,799 Speaker 2: For sure, millions of people will see your ad if 683 00:36:07,800 --> 00:36:10,040 Speaker 2: they didn't go to the bathroom, right, they'll see it. 684 00:36:10,800 --> 00:36:16,280 Speaker 2: But if you have ten million dollars and you spend 685 00:36:16,440 --> 00:36:19,720 Speaker 2: twenty percent of it on a fifteen second ad creative 686 00:36:19,800 --> 00:36:23,080 Speaker 2: and ad run, is that the best use of your funds? 687 00:36:23,400 --> 00:36:23,520 Speaker 3: Right? 688 00:36:23,600 --> 00:36:25,839 Speaker 2: So you just have to look at how much money 689 00:36:25,880 --> 00:36:28,879 Speaker 2: you have, how much time you have, and what you're 690 00:36:28,880 --> 00:36:30,400 Speaker 2: trying to get done with your audience, and then you 691 00:36:30,480 --> 00:36:32,319 Speaker 2: figure out where to spend your money. There's some people 692 00:36:32,400 --> 00:36:35,520 Speaker 2: that spend millions of dollars on a launch party. Right, Oh, 693 00:36:35,560 --> 00:36:37,040 Speaker 2: we've got a new brand, We're going to have a 694 00:36:37,160 --> 00:36:39,799 Speaker 2: launch party. We'll have our investors there, we'll get some press. 695 00:36:40,280 --> 00:36:42,640 Speaker 2: This is going to make the most sense ever. But 696 00:36:42,719 --> 00:36:44,560 Speaker 2: it's like, do you spend twenty percent of your budget 697 00:36:44,640 --> 00:36:46,440 Speaker 2: on a launch party? Because is that going to give 698 00:36:46,440 --> 00:36:48,120 Speaker 2: you the runway that you need to run your brand 699 00:36:48,160 --> 00:36:51,960 Speaker 2: for the next four years? Probably not. So, just just 700 00:36:52,080 --> 00:36:54,040 Speaker 2: being smart about how you spend your money and where 701 00:36:54,080 --> 00:36:54,520 Speaker 2: you spend it. 702 00:36:55,640 --> 00:36:58,360 Speaker 5: And as a marketing agency, you're getting the money upfront 703 00:36:58,440 --> 00:37:00,359 Speaker 5: right there, you're getting paid for your services. Is there 704 00:37:00,400 --> 00:37:02,800 Speaker 5: any a time where there is an incentive to have 705 00:37:03,000 --> 00:37:05,880 Speaker 5: a campaign push further because there's royalties or anything like that. 706 00:37:05,960 --> 00:37:07,799 Speaker 5: How does that work in the marketing world. 707 00:37:08,160 --> 00:37:10,839 Speaker 2: Yeah, I mean I think that depending on the opportunity, 708 00:37:10,920 --> 00:37:15,200 Speaker 2: there are tons of ways to create equity conversations. You 709 00:37:15,320 --> 00:37:21,920 Speaker 2: can you can actually get paid per acquisition depending on 710 00:37:22,080 --> 00:37:25,880 Speaker 2: the conversion that we talked about earlier. You can you know, 711 00:37:27,440 --> 00:37:29,279 Speaker 2: be a part of a participate in the like the 712 00:37:29,400 --> 00:37:32,040 Speaker 2: cap table, and if the company gets sold, you can 713 00:37:32,160 --> 00:37:34,279 Speaker 2: you know, be incentivized around that. So there are tons 714 00:37:34,320 --> 00:37:37,360 Speaker 2: of ways to leverage leverage equity through marketing. 715 00:37:37,600 --> 00:37:39,680 Speaker 4: So put a solutions what's that? 716 00:37:40,160 --> 00:37:42,160 Speaker 2: That's my personal consulting company. 717 00:37:42,400 --> 00:37:43,680 Speaker 4: So once you start that. 718 00:37:44,280 --> 00:37:47,200 Speaker 2: So I actually started that in two thousand and seven. 719 00:37:47,560 --> 00:37:50,040 Speaker 2: Believe it or not. People joke and call me Olivia 720 00:37:50,080 --> 00:37:52,279 Speaker 2: Pope in the industry because I get a lot of 721 00:37:52,680 --> 00:37:54,800 Speaker 2: back calls. Hey, so I heard you do X, Y 722 00:37:54,840 --> 00:37:56,480 Speaker 2: and Z come help me with this in a really 723 00:37:56,520 --> 00:37:59,359 Speaker 2: stealth kind of way. So I've worked with a lot 724 00:37:59,400 --> 00:38:03,359 Speaker 2: of different people, sort of ghost written for a few 725 00:38:03,440 --> 00:38:06,759 Speaker 2: folks behind the scenes to help with strategy and help 726 00:38:06,800 --> 00:38:08,879 Speaker 2: them with where they want to take their companies long term. 727 00:38:09,040 --> 00:38:11,480 Speaker 4: So what do you all right? So you just if 728 00:38:11,520 --> 00:38:14,000 Speaker 4: I want to hire you as a consultant, what does 729 00:38:14,040 --> 00:38:16,840 Speaker 4: that come with? What lay out your services? 730 00:38:17,440 --> 00:38:19,279 Speaker 2: Oh okay, well we can be here for a while. 731 00:38:19,360 --> 00:38:22,160 Speaker 2: But so I think the scope for services depends on 732 00:38:22,239 --> 00:38:24,960 Speaker 2: again on the need. But for me, I do at 733 00:38:25,000 --> 00:38:27,279 Speaker 2: the net net. I do enterprise leadership. So what that 734 00:38:27,400 --> 00:38:29,800 Speaker 2: means is I can look at a company and I 735 00:38:29,920 --> 00:38:33,080 Speaker 2: always say, are you building to sell or building to scale? 736 00:38:34,160 --> 00:38:37,920 Speaker 2: Because if you're building something to create a legacy like 737 00:38:38,400 --> 00:38:41,919 Speaker 2: Coca Cola, right or Johnny Walker one of those really 738 00:38:42,000 --> 00:38:47,520 Speaker 2: big old brands, there's a different methodology that goes into 739 00:38:47,560 --> 00:38:50,880 Speaker 2: building one hundred year brand than a brand that is 740 00:38:50,960 --> 00:38:54,000 Speaker 2: looking to launch, get big enough to sell and move on. 741 00:38:54,120 --> 00:38:57,160 Speaker 4: With some of the differences, Well, you. 742 00:38:57,200 --> 00:38:59,799 Speaker 2: Know you invent Sandy Claus. Do you know Coca Cola 743 00:38:59,840 --> 00:39:02,400 Speaker 2: cre to Santa Claus Right as we see them today, 744 00:39:03,080 --> 00:39:06,120 Speaker 2: Coca Cola designed Santa Claus. Coca Cola has only changed 745 00:39:06,160 --> 00:39:08,160 Speaker 2: just logo I think maybe three or four times in 746 00:39:08,200 --> 00:39:10,640 Speaker 2: the history of the entire company. So when you think 747 00:39:10,680 --> 00:39:12,920 Speaker 2: about the decisions you make around a brand that is 748 00:39:13,000 --> 00:39:16,720 Speaker 2: a legacy brand that's long term, you tend to move slower, 749 00:39:17,080 --> 00:39:20,279 Speaker 2: broader and be more strategic about how you're building the 750 00:39:20,360 --> 00:39:23,040 Speaker 2: brand versus a brand that needs to get big quickly 751 00:39:23,200 --> 00:39:25,400 Speaker 2: so that it can be valuable enough to sell and 752 00:39:25,520 --> 00:39:27,879 Speaker 2: move on. So I liken it too. When you buy 753 00:39:27,920 --> 00:39:31,319 Speaker 2: a house, if you're buying a house to flip, are 754 00:39:31,360 --> 00:39:33,040 Speaker 2: you going to put an eighty thousand dollar kitchen in 755 00:39:33,080 --> 00:39:37,040 Speaker 2: the house, Probably gonna put a fifteen to twenty thousand dollars, 756 00:39:37,080 --> 00:39:38,839 Speaker 2: maybe a ten thousand dollar kitchen to make it look 757 00:39:38,880 --> 00:39:41,080 Speaker 2: like a fifteen thousand dollars to get the value up, 758 00:39:41,280 --> 00:39:42,879 Speaker 2: flip the house and sell it. But if you're moving 759 00:39:42,920 --> 00:39:45,040 Speaker 2: your wife and kids in the house, you might you 760 00:39:45,120 --> 00:39:47,000 Speaker 2: might buy a eighty thousand dollar kitchen because you're gonna 761 00:39:47,000 --> 00:39:49,400 Speaker 2: be here for a while. Same thing with business. So 762 00:39:49,520 --> 00:39:52,040 Speaker 2: if you're building a business quickly, you want to be 763 00:39:52,080 --> 00:39:54,600 Speaker 2: as efficient as possible, versus if you're building a business 764 00:39:54,640 --> 00:39:57,000 Speaker 2: for the long term, you want to be more. 765 00:39:58,560 --> 00:40:00,560 Speaker 5: Earners. What's up? You have a walk to a small 766 00:40:00,600 --> 00:40:03,960 Speaker 5: business and everything just works like, the checkout is fast, 767 00:40:04,040 --> 00:40:07,799 Speaker 5: the receipts are digital, tipping is a breeze, and you're 768 00:40:07,840 --> 00:40:10,520 Speaker 5: out the door before the line even builds. Odds are 769 00:40:11,040 --> 00:40:14,600 Speaker 5: they're using Square? We love supporting businesses that run on 770 00:40:14,680 --> 00:40:17,359 Speaker 5: Square because it just feels seamless. Whether it's a local 771 00:40:17,440 --> 00:40:20,239 Speaker 5: coffee shop, a vendor at a pop up market, or 772 00:40:20,360 --> 00:40:23,520 Speaker 5: even one of our merch partners, Square makes it easy 773 00:40:23,600 --> 00:40:26,759 Speaker 5: for them to take payments, manage inventory, and run their 774 00:40:26,840 --> 00:40:30,799 Speaker 5: business with confidence, all from one simple system. If you're 775 00:40:30,840 --> 00:40:34,080 Speaker 5: a business owner or even just thinking about launching something soon, 776 00:40:34,480 --> 00:40:37,040 Speaker 5: Square is hands down one of the best tools out 777 00:40:37,080 --> 00:40:40,239 Speaker 5: there to help you start, run and grow. It's not 778 00:40:40,480 --> 00:40:43,560 Speaker 5: just about payments, it's about giving you time back so 779 00:40:43,680 --> 00:40:46,359 Speaker 5: you can focus on what matters most Ready. To see 780 00:40:46,400 --> 00:40:49,960 Speaker 5: how Square can transform your business, visit Square dot com 781 00:40:50,200 --> 00:40:54,960 Speaker 5: backslash go backslash eyl to learn more that Square dot 782 00:40:55,080 --> 00:40:59,919 Speaker 5: com backslash, go backslash eyl. Don't wait, don't hesitate. Let's 783 00:41:00,080 --> 00:41:02,480 Speaker 5: Square handle the back end so you can keep pushing 784 00:41:02,520 --> 00:41:08,440 Speaker 5: your vision forward. This episode is brought to you by 785 00:41:08,520 --> 00:41:11,239 Speaker 5: P and C Bank. A lot of people think podcasts 786 00:41:11,280 --> 00:41:14,520 Speaker 5: about work are boring, and sure, they definitely can be, 787 00:41:15,040 --> 00:41:18,280 Speaker 5: but understanding a professional's routine shows us how they achieve 788 00:41:18,360 --> 00:41:22,520 Speaker 5: their success little by little, day after day. It's like 789 00:41:22,640 --> 00:41:25,399 Speaker 5: banking with P and C Bank, it might seem boring 790 00:41:25,480 --> 00:41:28,200 Speaker 5: to save plan and make calculated decisions with your bank, 791 00:41:28,760 --> 00:41:31,160 Speaker 5: but keeping your money boring is what helps you live 792 00:41:31,320 --> 00:41:35,280 Speaker 5: a more happily fulfilled life. P and C Bank Brilliantly 793 00:41:35,440 --> 00:41:39,960 Speaker 5: Boring since eighteen sixty five. Brilliantly Boring since eighteen sixty 794 00:41:40,000 --> 00:41:43,279 Speaker 5: five is a service mark of the PNC Financial Service Group, Inc. 795 00:41:43,760 --> 00:41:47,120 Speaker 5: P and C Bank National Association Member FDIC. 796 00:41:48,920 --> 00:41:52,520 Speaker 1: An illegal alien from Guatemala charged with raping a child 797 00:41:52,600 --> 00:41:56,400 Speaker 1: in Massachusetts. 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These are just 800 00:42:04,840 --> 00:42:08,600 Speaker 1: some of the heinous migrant criminals caught because of President 801 00:42:08,640 --> 00:42:09,040 Speaker 1: Donald J. 802 00:42:09,160 --> 00:42:10,080 Speaker 2: Trump's leadership. 803 00:42:10,400 --> 00:42:14,000 Speaker 1: I'm Christy nom the United States Secretary of Homeland Security. 804 00:42:14,360 --> 00:42:18,040 Speaker 1: Under President Trump, attempted illegal border crossings are at the 805 00:42:18,160 --> 00:42:22,920 Speaker 1: lowest levels ever recorded, and over one hundred thousand illegal aliens. 806 00:42:22,520 --> 00:42:23,240 Speaker 2: Have been arrested. 807 00:42:23,600 --> 00:42:27,120 Speaker 1: If you are here illegally, your next you will be 808 00:42:27,200 --> 00:42:31,040 Speaker 1: fine nearly one thousand dollars a day, imprisoned and deported, 809 00:42:31,560 --> 00:42:34,759 Speaker 1: you will never return. 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Comp 837 00:44:08,120 --> 00:44:09,759 Speaker 2: stated that they did. 838 00:44:10,400 --> 00:44:12,680 Speaker 4: Why did they create Santa Claus to sell Coca. 839 00:44:12,560 --> 00:44:16,440 Speaker 2: Cola, to sell Coca Cola for the holidays. So not 840 00:44:16,600 --> 00:44:19,400 Speaker 2: Santa Claus, the story of Santa Claus, the way that 841 00:44:19,520 --> 00:44:23,200 Speaker 2: Santa Claus looks to us. Coca Cola created that the 842 00:44:23,280 --> 00:44:25,879 Speaker 2: colors in the early nineteen hundreds and what they put 843 00:44:25,920 --> 00:44:27,960 Speaker 2: it like in commercials and they use it in an 844 00:44:27,960 --> 00:44:29,240 Speaker 2: ad campaign for the holidays. 845 00:44:29,320 --> 00:44:31,120 Speaker 4: So there was already a story of Santa Claus. 846 00:44:31,160 --> 00:44:33,560 Speaker 2: Absolutely story of Santa Claus, Norway. 847 00:44:33,280 --> 00:44:36,080 Speaker 4: Or somewhere else. Yes, and they just popularized it. 848 00:44:36,880 --> 00:44:40,279 Speaker 2: They popularized popularized this whole Chris krangle with the big 849 00:44:40,400 --> 00:44:44,080 Speaker 2: beer efty and the red and white and sell Coca 850 00:44:44,120 --> 00:44:46,120 Speaker 2: Cola colors. I mean not the Christmas wouldn't be but 851 00:44:46,200 --> 00:44:48,160 Speaker 2: it's all it was. It was brilliant branding was that 852 00:44:48,400 --> 00:44:52,440 Speaker 2: Edward Burnet. You know what, I don't know, I don't know. 853 00:44:52,560 --> 00:44:54,799 Speaker 2: I can't remember his name off the top of my head. 854 00:44:55,520 --> 00:44:58,160 Speaker 4: But yeah, that with bne that's a signam and Freud's 855 00:44:58,200 --> 00:45:02,879 Speaker 4: nephew if anybody doesn't know, that is credited with really 856 00:45:03,000 --> 00:45:05,520 Speaker 4: revolutionizing He created PR. 857 00:45:07,520 --> 00:45:08,719 Speaker 6: Love that you know. 858 00:45:08,800 --> 00:45:13,040 Speaker 4: He created the term PR because it came from propaganda, 859 00:45:13,640 --> 00:45:17,200 Speaker 4: but propaganda had a negative connotation from the Nazis. They 860 00:45:17,280 --> 00:45:20,640 Speaker 4: used propaganda campaign. So yes, he said, I want to 861 00:45:20,719 --> 00:45:23,480 Speaker 4: do propaganda. I wanted to help America. He's helping all 862 00:45:23,520 --> 00:45:26,360 Speaker 4: of the forward, all of these large companies, and it 863 00:45:26,480 --> 00:45:28,719 Speaker 4: was propaganda, but he couldn't name it propaganda. So he 864 00:45:28,760 --> 00:45:30,440 Speaker 4: had to come up with something that was appealing to 865 00:45:30,480 --> 00:45:34,239 Speaker 4: the public. So it was public relations, which is essentially propaganda, 866 00:45:34,320 --> 00:45:38,040 Speaker 4: but that was his twist on it. He created. He 867 00:45:38,200 --> 00:45:40,000 Speaker 4: created PR as we know it today. 868 00:45:40,080 --> 00:45:41,560 Speaker 2: And you know where propaganda comes from? 869 00:45:42,239 --> 00:45:43,480 Speaker 4: Where is propaganda come from? 870 00:45:43,680 --> 00:45:48,200 Speaker 2: Queen King Henry the eighth and Thomas Cromwell. He needed 871 00:45:48,280 --> 00:45:52,239 Speaker 2: to socialize the narrative that divorce was okay so that 872 00:45:52,360 --> 00:45:52,960 Speaker 2: he can marry. 873 00:45:53,239 --> 00:45:55,920 Speaker 4: They changed the whole country vision because of it. 874 00:45:57,320 --> 00:46:00,680 Speaker 2: Started the daily newspaper. They gave the daily updates to 875 00:46:00,800 --> 00:46:05,920 Speaker 2: the citizens, and the king told the story that he 876 00:46:06,040 --> 00:46:08,360 Speaker 2: wanted to tell so that he could justify Yeah, I 877 00:46:08,440 --> 00:46:08,759 Speaker 2: learned that. 878 00:46:08,800 --> 00:46:10,440 Speaker 4: In history when I was younger. I was crazy, right. 879 00:46:10,520 --> 00:46:14,719 Speaker 4: The whole entire country of England was Catholic, and he 880 00:46:14,840 --> 00:46:17,000 Speaker 4: wanted to get a divorce in Catholics that weren't allowed 881 00:46:17,000 --> 00:46:20,200 Speaker 4: to get divorces, So he became Protestant and as a result, 882 00:46:20,239 --> 00:46:23,400 Speaker 4: even now to this day, there's very little Catholics in 883 00:46:23,600 --> 00:46:27,080 Speaker 4: the UK. It's a mostly Protestant country, all because one 884 00:46:27,120 --> 00:46:28,880 Speaker 4: person wanted to get a divorce to get a divorce. 885 00:46:29,080 --> 00:46:32,040 Speaker 4: But then also with the Eric Brenet situation as interested 886 00:46:32,120 --> 00:46:36,560 Speaker 4: as that, they were talking about cigarettes. So at the time, 887 00:46:36,680 --> 00:46:39,600 Speaker 4: like in the early nineteen hundred, its like cigarette companies 888 00:46:39,719 --> 00:46:43,440 Speaker 4: was having a very hard time because women it was 889 00:46:43,480 --> 00:46:46,000 Speaker 4: looked at as like unlady like to smoke cigarettes. So 890 00:46:46,120 --> 00:46:48,520 Speaker 4: you got fifty percent of the population that's not smoking cigarettes. 891 00:46:48,560 --> 00:46:50,360 Speaker 4: Now you're missing out on a lot of money. So 892 00:46:50,480 --> 00:46:51,960 Speaker 4: he had to come up with a campaign to get 893 00:46:52,120 --> 00:46:57,279 Speaker 4: women to smoke cigarettes. So he used women's rights as 894 00:46:57,320 --> 00:46:59,279 Speaker 4: a way to get women. So he kind of made 895 00:46:59,280 --> 00:47:02,520 Speaker 4: it a whole women movement of empowerment, and that. 896 00:47:02,560 --> 00:47:03,719 Speaker 2: Was where you see that commercial. 897 00:47:04,840 --> 00:47:06,719 Speaker 4: Yeah, so it was like they had nothing to do 898 00:47:06,800 --> 00:47:11,759 Speaker 4: with women empowerment, but he used the women empowerment narrative 899 00:47:12,320 --> 00:47:15,200 Speaker 4: to make people women feel like, oh, this is like 900 00:47:15,920 --> 00:47:19,360 Speaker 4: revolutionary of me smoking like this is like me, you know, 901 00:47:19,520 --> 00:47:22,319 Speaker 4: breaking the norm. And in reality, they just wanted them 902 00:47:22,360 --> 00:47:24,959 Speaker 4: to smoke cigarettes. So it actually ended up probably giving 903 00:47:25,080 --> 00:47:28,839 Speaker 4: millions of people cancer. So it's just interesting how storylines 904 00:47:29,000 --> 00:47:31,640 Speaker 4: get shaped when you think you're doing it for one way, 905 00:47:31,680 --> 00:47:33,480 Speaker 4: but is really designed for nothing another way. 906 00:47:33,600 --> 00:47:36,600 Speaker 2: So what's interesting about that? Remember I said the paradigm 907 00:47:36,680 --> 00:47:40,920 Speaker 2: doesn't really shift the people do. It's the same strategies, right, Like, 908 00:47:41,040 --> 00:47:44,640 Speaker 2: you're still tapping into people's passion points to get them 909 00:47:44,680 --> 00:47:47,400 Speaker 2: to connect to whatever story you're trying to tell. The 910 00:47:47,560 --> 00:47:51,680 Speaker 2: key as responsible marketers is to figure out purpose driven 911 00:47:51,800 --> 00:47:54,840 Speaker 2: work around what you're doing, and I think gen Z 912 00:47:55,040 --> 00:47:57,279 Speaker 2: is way smarter now. They don't want to be a 913 00:47:57,360 --> 00:47:59,080 Speaker 2: part of your brand if you're not purpose driven. They 914 00:47:59,120 --> 00:48:00,480 Speaker 2: don't want to be a part of your brand. If 915 00:48:00,520 --> 00:48:03,479 Speaker 2: you're not doing something to save the planet or save 916 00:48:03,600 --> 00:48:07,640 Speaker 2: humanity or do things that matter, right, they just don't 917 00:48:07,640 --> 00:48:12,239 Speaker 2: even want to do it. So as marketers, certainly we 918 00:48:12,280 --> 00:48:15,200 Speaker 2: can use that methodology, but we got to really live 919 00:48:15,239 --> 00:48:18,960 Speaker 2: it with this new audience because they're not they want authenticity. 920 00:48:19,600 --> 00:48:21,839 Speaker 5: Have there been times, because as you're saying this, I'm thinking, 921 00:48:22,040 --> 00:48:24,600 Speaker 5: have there been times when you've been put in front 922 00:48:24,640 --> 00:48:26,759 Speaker 5: of brands? Then you're saying, morally, this doesn't even make sense. 923 00:48:27,120 --> 00:48:30,440 Speaker 5: I can't align because it doesn't match my personal moral standard. 924 00:48:30,719 --> 00:48:34,800 Speaker 2: Absolutely, and I don't do it. I've never sold anything 925 00:48:34,840 --> 00:48:36,759 Speaker 2: that I didn't believe in, or market anything that I 926 00:48:36,880 --> 00:48:40,080 Speaker 2: didn't have some sort of affinity or authentic connection to. 927 00:48:41,000 --> 00:48:43,440 Speaker 5: So what are some of the mistakes that happened? Because 928 00:48:43,840 --> 00:48:47,640 Speaker 5: from both sides, from people entrepreneurs and brands that are 929 00:48:47,640 --> 00:48:50,279 Speaker 5: coming to you, the mistakes that they make, But even 930 00:48:50,600 --> 00:48:53,239 Speaker 5: from your side, what are some mistakes that you see 931 00:48:53,480 --> 00:48:56,640 Speaker 5: marketing and marketing execs make on both ends? Like I'm 932 00:48:56,680 --> 00:48:58,960 Speaker 5: sure throughout your years you've seen plenty of things, learned 933 00:48:58,960 --> 00:49:00,160 Speaker 5: from plenty of things. What are some of thing is 934 00:49:00,200 --> 00:49:01,480 Speaker 5: that people should be looking out for. 935 00:49:02,200 --> 00:49:08,680 Speaker 2: I think businesses, we always have a saying in my 936 00:49:08,840 --> 00:49:11,759 Speaker 2: community of people like me and Dia talk about it 937 00:49:11,840 --> 00:49:18,839 Speaker 2: a lot. Marketing is not for creative it's not to Oh, 938 00:49:18,920 --> 00:49:21,680 Speaker 2: we made a pretty picture, now let's go hang it 939 00:49:21,719 --> 00:49:24,680 Speaker 2: in an art museum. Marketing is to tap into your 940 00:49:24,719 --> 00:49:27,080 Speaker 2: audience to get them to understand your brands, and when 941 00:49:27,080 --> 00:49:30,520 Speaker 2: they're making purchasing decisions, they're purchasing your brand. Ultimately, that's 942 00:49:30,560 --> 00:49:34,640 Speaker 2: what marketing is for. So oftentimes people get so caught 943 00:49:34,719 --> 00:49:40,759 Speaker 2: up in the creativity around a brand or the provocativeness 944 00:49:41,440 --> 00:49:44,720 Speaker 2: gravitas of the things that you can do with the brand. 945 00:49:45,160 --> 00:49:47,560 Speaker 2: It's not sexy. We wanted to be sexy, and it's like, 946 00:49:47,719 --> 00:49:54,160 Speaker 2: not everything needs to be sexy to convert to connect, right. So, 947 00:49:54,680 --> 00:49:58,000 Speaker 2: I think a lot of companies tend to overspend very 948 00:49:58,080 --> 00:50:02,360 Speaker 2: quickly in the wrong things and hiring the wrong people 949 00:50:02,760 --> 00:50:03,800 Speaker 2: to do the wrong jobs. 950 00:50:04,640 --> 00:50:04,799 Speaker 4: Right. 951 00:50:04,880 --> 00:50:07,279 Speaker 2: So they usually hire heavy at the top. So they've 952 00:50:07,320 --> 00:50:10,640 Speaker 2: got a CFO, a CMO or COO, but there are 953 00:50:10,800 --> 00:50:13,320 Speaker 2: no soldiers to do the work, and you spend so 954 00:50:13,440 --> 00:50:16,520 Speaker 2: much money in overhead you have no money for those 955 00:50:16,560 --> 00:50:19,879 Speaker 2: people to actively and effectively move your brand. So you've 956 00:50:19,920 --> 00:50:22,440 Speaker 2: got a million dollar CMO, but you don't have a 957 00:50:22,520 --> 00:50:25,280 Speaker 2: million dollars in a budget for the CMO to market. 958 00:50:26,320 --> 00:50:28,439 Speaker 2: Doesn't have a magic wand right, you need the money 959 00:50:28,480 --> 00:50:30,040 Speaker 2: to be able to be efficient, so I think people 960 00:50:30,120 --> 00:50:32,880 Speaker 2: do that quite often. I think people spend money in 961 00:50:32,920 --> 00:50:36,800 Speaker 2: the wrong places because they're shiny far too quickly and 962 00:50:36,920 --> 00:50:41,719 Speaker 2: far too often. And I think people don't level set 963 00:50:41,840 --> 00:50:44,799 Speaker 2: their mission and their purpose early on. If you walk 964 00:50:44,880 --> 00:50:47,840 Speaker 2: into Apple or Google and you speak to the janitor, 965 00:50:48,040 --> 00:50:51,560 Speaker 2: you speak to the CEO, I guarantee you every single 966 00:50:51,640 --> 00:50:54,760 Speaker 2: person that's employed there knows the mission of the company. 967 00:50:55,760 --> 00:50:59,480 Speaker 2: They know what the brand stands for. And oftentimes people 968 00:50:59,560 --> 00:51:02,560 Speaker 2: are not taking a step back. Earn your leisure to 969 00:51:02,640 --> 00:51:05,160 Speaker 2: be able to lock in on what your mission statement 970 00:51:05,280 --> 00:51:08,439 Speaker 2: is and your purpose and socialize that constantly with every 971 00:51:08,480 --> 00:51:13,640 Speaker 2: single person you touch. Because if everyone doesn't know where 972 00:51:13,680 --> 00:51:16,319 Speaker 2: you guys, as the leaders are going, no one's going 973 00:51:16,360 --> 00:51:20,160 Speaker 2: in the same direction. And so many companies miss that mark. 974 00:51:21,000 --> 00:51:23,160 Speaker 2: But the best brands know what their mission and purpose 975 00:51:23,239 --> 00:51:24,120 Speaker 2: is through the line. 976 00:51:24,600 --> 00:51:27,160 Speaker 5: How about from the marketing exect what mistakes are they 977 00:51:27,280 --> 00:51:28,480 Speaker 5: making or have you seen me? 978 00:51:29,239 --> 00:51:33,400 Speaker 2: I think the same thing. I think they're oftentimes. I 979 00:51:33,440 --> 00:51:40,120 Speaker 2: think with marketing executives, oftentimes we do what the easiest 980 00:51:40,160 --> 00:51:42,480 Speaker 2: turnkey thing is that we know is going to work right. 981 00:51:42,600 --> 00:51:46,200 Speaker 2: So oftentimes, like for years marketers will over spend money 982 00:51:46,239 --> 00:51:50,600 Speaker 2: in television, right, commercials, commercials, commercials, commercials by TV, by 983 00:51:50,680 --> 00:51:53,439 Speaker 2: TV by TV because they want to have the CPM story, 984 00:51:53,520 --> 00:51:56,640 Speaker 2: so the cost per thousand story. So I've only spent 985 00:51:56,920 --> 00:52:00,280 Speaker 2: five cents per eyeball. I'm a winner as a mark marketer. 986 00:52:00,840 --> 00:52:02,680 Speaker 2: And it's like, yeah, some of these other mediums may 987 00:52:02,719 --> 00:52:07,919 Speaker 2: be more expensive CPM wise, but they're converting to your point, 988 00:52:07,960 --> 00:52:10,800 Speaker 2: They're creating the connectivity, the affinity, the stickiness that you 989 00:52:10,920 --> 00:52:13,600 Speaker 2: need as a brand. And so many marketers tend to 990 00:52:13,800 --> 00:52:16,040 Speaker 2: just take the safe route and you know, do the 991 00:52:16,160 --> 00:52:18,200 Speaker 2: media math and say I'm going to run this super 992 00:52:18,360 --> 00:52:20,040 Speaker 2: commercial so I can keep my job. 993 00:52:21,160 --> 00:52:23,280 Speaker 4: I feel like the best brands never have the market. 994 00:52:24,200 --> 00:52:30,879 Speaker 4: So I've never seen a Lamborghini commercial, right, you don't 995 00:52:30,920 --> 00:52:37,680 Speaker 4: really see too many you name it. Louis Vauton has ads, 996 00:52:37,800 --> 00:52:40,400 Speaker 4: but they're not like heavy marketers like that with like 997 00:52:41,400 --> 00:52:44,040 Speaker 4: you know, Deon Sanders, I think is doing the best 998 00:52:44,080 --> 00:52:46,200 Speaker 4: job I've ever seen with social media. 999 00:52:48,160 --> 00:52:48,200 Speaker 5: You. 1000 00:52:49,080 --> 00:52:50,319 Speaker 4: I think you want to get to a point where 1001 00:52:50,320 --> 00:52:53,919 Speaker 4: people are marketing for you. Yes, And I use Dion 1002 00:52:54,040 --> 00:52:59,560 Speaker 4: because the Louis and the luxury car thing that's obvious 1003 00:53:00,120 --> 00:53:03,600 Speaker 4: but he's doing it from a really organic standpoint where 1004 00:53:03,680 --> 00:53:07,000 Speaker 4: now all of these people in hip hop, everybody's reposting it, 1005 00:53:07,040 --> 00:53:10,000 Speaker 4: everybody's going to the game they went. That's marketing, that's 1006 00:53:10,080 --> 00:53:13,680 Speaker 4: free marketing. And he's aware of that, and he's he's 1007 00:53:14,120 --> 00:53:18,400 Speaker 4: strategically targeting these people, inviting them into the fold and 1008 00:53:18,760 --> 00:53:20,520 Speaker 4: making them a feel part of the team, putting them 1009 00:53:20,560 --> 00:53:23,440 Speaker 4: on the sideline, and they're posting it on their social media. 1010 00:53:23,560 --> 00:53:25,399 Speaker 4: And now every single person in the world is talking 1011 00:53:25,400 --> 00:53:28,600 Speaker 4: about Colorado and Deon Sanders. Nobody was talking about Colorado 1012 00:53:28,680 --> 00:53:33,520 Speaker 4: last year whatever. So to me, that's the ultimate point 1013 00:53:33,600 --> 00:53:37,920 Speaker 4: right where you you actually don't do the marketing. Everybody 1014 00:53:37,960 --> 00:53:41,200 Speaker 4: else does the marketing for you, and very influential people 1015 00:53:41,719 --> 00:53:43,759 Speaker 4: do the marketing for hip hop. Is perfect example that 1016 00:53:44,120 --> 00:53:47,320 Speaker 4: Crystal they did the marketing for them. They didn't have 1017 00:53:47,440 --> 00:53:49,680 Speaker 4: to tell them to, they didn't get paid for that. 1018 00:53:49,760 --> 00:53:50,799 Speaker 4: They did marketing for them. 1019 00:53:50,840 --> 00:53:53,000 Speaker 2: But in the Deon Sanders case, I'm going to offer 1020 00:53:53,080 --> 00:53:55,000 Speaker 2: you a counterpoint to that, because I think what you're 1021 00:53:55,000 --> 00:53:58,240 Speaker 2: saying is absolutely correct. But he's one hundred percent marketing. 1022 00:53:58,400 --> 00:54:01,879 Speaker 2: You know, he's marketing, he's leveraging earned impressions. 1023 00:54:02,400 --> 00:54:04,360 Speaker 4: But he's not paying for it. 1024 00:54:04,560 --> 00:54:06,839 Speaker 2: That's the earned That's what I meant, I earned. Right, 1025 00:54:06,920 --> 00:54:10,560 Speaker 2: So he's leveraging one strategy within marketing. But if you 1026 00:54:10,680 --> 00:54:12,640 Speaker 2: look at so I'm gonna give you guys an example. 1027 00:54:12,760 --> 00:54:16,080 Speaker 2: I randomly was sitting at home looking for something amazing 1028 00:54:16,120 --> 00:54:19,920 Speaker 2: to watch and I saw the Coach Prime docuseries. I 1029 00:54:20,000 --> 00:54:21,279 Speaker 2: was like, Oh, I want to watch this because I 1030 00:54:21,320 --> 00:54:25,920 Speaker 2: love Deon Sanders. I got so hooked into this storyline 1031 00:54:25,960 --> 00:54:28,719 Speaker 2: around this Coach Prime story and what he was doing 1032 00:54:28,800 --> 00:54:32,200 Speaker 2: at you know, at the HBCU and the guys and 1033 00:54:32,280 --> 00:54:35,799 Speaker 2: the kids. I just was sold. I drank the kool aid. 1034 00:54:36,880 --> 00:54:42,000 Speaker 2: But the timing with which that Coach Prime show aired 1035 00:54:43,040 --> 00:54:47,920 Speaker 2: and this Colorado season was very strategic. Right, There's no 1036 00:54:48,080 --> 00:54:52,680 Speaker 2: coincidence that you have this four part docuseries completely aligned 1037 00:54:53,280 --> 00:54:57,200 Speaker 2: with the new season of this Colorado moment as he 1038 00:54:57,280 --> 00:55:00,719 Speaker 2: transitions off, right, that's all strategy. And when you look 1039 00:55:00,760 --> 00:55:03,960 Speaker 2: at the docu saries, all the branding, right, I believe, 1040 00:55:04,080 --> 00:55:07,040 Speaker 2: I believe Coach Prime, all these things, all of that 1041 00:55:07,160 --> 00:55:10,000 Speaker 2: stuff was He's like, let me get some branding going 1042 00:55:10,040 --> 00:55:12,680 Speaker 2: because I have these cameras here. You look at Dwayne 1043 00:55:12,760 --> 00:55:17,440 Speaker 2: Johnson and the xfl dot Com leveraging XFL within the storyline, 1044 00:55:17,480 --> 00:55:20,480 Speaker 2: he's leveraging XFL at Colorado. There's a bigger play there. 1045 00:55:20,520 --> 00:55:22,279 Speaker 2: I'm sure I don't know what it is, but if 1046 00:55:22,400 --> 00:55:24,920 Speaker 2: as a marketer, I can see it, you know. And 1047 00:55:25,800 --> 00:55:30,000 Speaker 2: so he's he's marketing, he's just not doing the traditional 1048 00:55:30,320 --> 00:55:32,040 Speaker 2: traditional marketing and that's the key. 1049 00:55:32,200 --> 00:55:35,920 Speaker 4: And he's getting he's marketing heavily, but he's getting everybody 1050 00:55:35,960 --> 00:55:37,080 Speaker 4: else to market it for him. 1051 00:55:37,040 --> 00:55:39,879 Speaker 2: That's right, And it's because he's just authentically being him 1052 00:55:40,520 --> 00:55:43,560 Speaker 2: and everybody's buying into the Dion sang. 1053 00:55:43,800 --> 00:55:48,920 Speaker 4: So he's also like Lil Wayne coming to Colorado, him 1054 00:55:48,960 --> 00:55:53,080 Speaker 4: putting a jersey on Lil Wayne, Like that's strategically done, right. 1055 00:55:54,440 --> 00:55:56,440 Speaker 2: But the reason why Dwayne, excuse me, the reason why 1056 00:55:56,480 --> 00:55:57,759 Speaker 2: Lil Wayne let him do. 1057 00:55:57,920 --> 00:56:01,560 Speaker 4: That is because he's, yeah, well because and he believes in. 1058 00:56:01,600 --> 00:56:04,640 Speaker 2: What Deon Sanders is building too, right, He's excited about 1059 00:56:04,680 --> 00:56:07,880 Speaker 2: where Deon Sanders is taking his career and and and 1060 00:56:08,239 --> 00:56:11,319 Speaker 2: how he's inspiring these young men too. Write like there's 1061 00:56:11,360 --> 00:56:14,080 Speaker 2: a there's a deeper connection for people, and Dion is 1062 00:56:14,480 --> 00:56:16,759 Speaker 2: just capitalizing on it. He's tapped in. 1063 00:56:17,000 --> 00:56:19,520 Speaker 5: Yeah, this is this is a new segment of marketing. Yeah, 1064 00:56:19,840 --> 00:56:23,040 Speaker 5: do you see I mean it feels like it kind 1065 00:56:23,040 --> 00:56:28,080 Speaker 5: of is influencer marketing, but not really the landscape of that. 1066 00:56:28,280 --> 00:56:32,560 Speaker 5: Do you see it changing, because as we've seen Instagram it, 1067 00:56:33,000 --> 00:56:34,839 Speaker 5: I mean, it was at a certain point you saw 1068 00:56:34,880 --> 00:56:36,480 Speaker 5: people getting paid to do ask paid to do it. 1069 00:56:36,560 --> 00:56:38,279 Speaker 5: You don't see that as much. Do you see the 1070 00:56:38,360 --> 00:56:40,200 Speaker 5: landscape changing? And if so, what do you think the 1071 00:56:40,360 --> 00:56:41,719 Speaker 5: next form of marketing is going? 1072 00:56:42,160 --> 00:56:45,600 Speaker 2: That's a great question. I think that the land influencer, 1073 00:56:45,760 --> 00:56:48,640 Speaker 2: the land influencer. Excuse me, the landscape of influencer marketing 1074 00:56:49,200 --> 00:56:51,440 Speaker 2: is certainly changing. I don't think that it's going to 1075 00:56:51,480 --> 00:56:54,839 Speaker 2: go away. I think the same way people are still 1076 00:56:54,880 --> 00:56:57,960 Speaker 2: getting endorsements, because that's what influencer marketing is, right, it's 1077 00:56:58,000 --> 00:57:03,360 Speaker 2: non celebrity endorsements. I think the way that brands engage 1078 00:57:03,400 --> 00:57:06,560 Speaker 2: with influencers will continue to change. So, for instance, when 1079 00:57:06,840 --> 00:57:09,920 Speaker 2: influencer marketing first sort of became a huge thing, it 1080 00:57:10,040 --> 00:57:13,400 Speaker 2: was all about big numbers, big numbers, big numbers or 1081 00:57:14,239 --> 00:57:17,000 Speaker 2: macro influencers. Right, if you didn't have a million followers, 1082 00:57:17,040 --> 00:57:20,080 Speaker 2: you didn't really get paid to participate with brands. But 1083 00:57:20,200 --> 00:57:25,440 Speaker 2: what brands realize is micro influencers have more connectivity, their 1084 00:57:26,040 --> 00:57:28,920 Speaker 2: followers are more engaged, they have better conversion, and so 1085 00:57:29,080 --> 00:57:32,120 Speaker 2: brands are now going to micro influencers. So people that 1086 00:57:32,280 --> 00:57:36,000 Speaker 2: have twenty or thirty thousand followers on Instagram spending way 1087 00:57:36,120 --> 00:57:39,600 Speaker 2: less money, but figuring out ways to get inside of 1088 00:57:39,640 --> 00:57:44,080 Speaker 2: these people's communities and ecosystems, if you will. So that 1089 00:57:44,280 --> 00:57:48,160 Speaker 2: has evolved. Where they take that from here will probably 1090 00:57:48,240 --> 00:57:51,080 Speaker 2: be even more niche, and so they're going more vertical 1091 00:57:51,200 --> 00:57:56,400 Speaker 2: into the influencer marketing space. I think as a marketing 1092 00:57:56,440 --> 00:58:00,480 Speaker 2: as a whole, where's the next frontier of strategy? I 1093 00:58:00,560 --> 00:58:02,880 Speaker 2: would have to say it's going to be somewhere within 1094 00:58:02,920 --> 00:58:06,240 Speaker 2: the AI space, right, and just the whole web three 1095 00:58:06,360 --> 00:58:10,120 Speaker 2: AI community, that the way that people market and that 1096 00:58:10,400 --> 00:58:12,480 Speaker 2: virtual space is going to be the next frontier. 1097 00:58:12,880 --> 00:58:16,680 Speaker 4: You said influencers non celebrity. What defines of celebrity? 1098 00:58:18,040 --> 00:58:19,360 Speaker 2: That is a really good question. 1099 00:58:19,480 --> 00:58:21,720 Speaker 4: I would say influences are kind of our celebrities. Now 1100 00:58:21,760 --> 00:58:27,320 Speaker 4: if you look at Logan Paul now and even Kim Kardashian, right, 1101 00:58:27,360 --> 00:58:30,400 Speaker 4: she's like probably the first influencer. 1102 00:58:30,040 --> 00:58:34,760 Speaker 2: Yes that became a celebrity celebrities right, So yeah, that's 1103 00:58:34,960 --> 00:58:36,600 Speaker 2: what I was going to say to answer the question. 1104 00:58:37,000 --> 00:58:39,480 Speaker 2: Immediately that came to me were these people that are 1105 00:58:39,600 --> 00:58:44,200 Speaker 2: super super popular for just being themselves. That's what influencers 1106 00:58:44,240 --> 00:58:47,439 Speaker 2: are versus celebrities usually have an affinity to some sort 1107 00:58:47,440 --> 00:58:51,400 Speaker 2: of vocation for the most part, right right, right, that 1108 00:58:51,480 --> 00:58:57,920 Speaker 2: makes sense. Athletes, musicians, writers, artists, politicians, you know, different 1109 00:58:58,280 --> 00:59:01,520 Speaker 2: people that have an affinity to do something and have 1110 00:59:01,640 --> 00:59:05,360 Speaker 2: become popularized because of that thing. Whereas influencers have become 1111 00:59:05,480 --> 00:59:07,720 Speaker 2: popular for being themselves. 1112 00:59:08,800 --> 00:59:13,640 Speaker 4: Or they've been popular for their particular So, like I 1113 00:59:13,720 --> 00:59:19,000 Speaker 4: think Andrew Kyson, he's popular for streaming, kind of become 1114 00:59:19,080 --> 00:59:23,480 Speaker 4: his own industry within himself, right, So now streaming has 1115 00:59:23,680 --> 00:59:25,040 Speaker 4: become like much watch TV. 1116 00:59:25,160 --> 00:59:25,880 Speaker 3: It's like television. 1117 00:59:26,160 --> 00:59:29,280 Speaker 4: People go on and they hundreds of thousands of people 1118 00:59:29,360 --> 00:59:32,000 Speaker 4: watch him play video games and talk to their favorite rappers. 1119 00:59:32,040 --> 00:59:35,120 Speaker 4: So he's kind of like a new age journalist, right, 1120 00:59:35,400 --> 00:59:41,320 Speaker 4: He's like our version of Walter Kronkok. He comes on streams. 1121 00:59:41,480 --> 00:59:45,160 Speaker 4: Think that, Okay, I mean that's what but like, I mean, 1122 00:59:45,600 --> 00:59:47,520 Speaker 4: that's his industry that he's become synonymous with. 1123 00:59:47,680 --> 00:59:49,400 Speaker 5: I think the part of that is that he's still 1124 00:59:49,440 --> 00:59:52,200 Speaker 5: being himself, right, Like he started as doing pranks and 1125 00:59:52,240 --> 00:59:54,080 Speaker 5: now he does pranks and people are watching the stream. 1126 00:59:54,360 --> 00:59:56,840 Speaker 5: I think Drewski would be another would be more of 1127 00:59:56,840 --> 01:00:00,440 Speaker 5: an idea because he really is a comedian that was 1128 01:00:00,880 --> 01:00:04,360 Speaker 5: on Instagram and became popular for that, and so his 1129 01:00:04,560 --> 01:00:08,280 Speaker 5: influence grew. But he's still was a commedian comedian, right, 1130 01:00:08,320 --> 01:00:11,720 Speaker 5: So that was kind of He didn't create the industry, 1131 01:00:11,800 --> 01:00:13,960 Speaker 5: and he's just he's changed the landscape of how that 1132 01:00:14,080 --> 01:00:14,919 Speaker 5: industry now looks. 1133 01:00:15,000 --> 01:00:18,160 Speaker 4: Kim Kardashian's she's not. She didn't get famous for any 1134 01:00:18,240 --> 01:00:20,840 Speaker 4: one particular affinity to an industry. She just became famous. 1135 01:00:21,120 --> 01:00:25,600 Speaker 2: What I'm saying, she was herself probably the first first celebrity. 1136 01:00:25,360 --> 01:00:28,880 Speaker 5: And right what I'm saying, Yeah, like mister Logan Poles 1137 01:00:29,000 --> 01:00:30,280 Speaker 5: select Logan Pole's another one. 1138 01:00:30,320 --> 01:00:33,880 Speaker 4: He's a celebrity and his brother one thousand percent. They 1139 01:00:33,920 --> 01:00:38,080 Speaker 4: didn't get their YouTubers, boxers through a variety of different things. 1140 01:00:38,280 --> 01:00:40,880 Speaker 4: They got the entrepreneurs, they got the energy drink. 1141 01:00:41,200 --> 01:00:45,440 Speaker 5: But they themselves and they've created industry around them of 1142 01:00:45,760 --> 01:00:48,360 Speaker 5: who they are. Industries have been created around who they 1143 01:00:48,400 --> 01:00:49,000 Speaker 5: are as well. 1144 01:00:49,000 --> 01:00:52,920 Speaker 2: Exactly versus I make it to the NBA. I'm Kobe 1145 01:00:52,960 --> 01:00:55,560 Speaker 2: Bryant now I'm famous all over the world for being 1146 01:00:55,600 --> 01:00:56,200 Speaker 2: Kobe Bryant. 1147 01:00:56,320 --> 01:01:01,520 Speaker 5: I got drafted number one any sports league. I'm pop popular. Yeah, 1148 01:01:01,640 --> 01:01:02,480 Speaker 5: a bit of a difference. 1149 01:01:02,920 --> 01:01:06,360 Speaker 4: So, okay, let's talk about the book. The book. So 1150 01:01:06,680 --> 01:01:10,760 Speaker 4: you publish a book what mommy never told you? So 1151 01:01:10,960 --> 01:01:15,880 Speaker 4: what's the meaning behind that title and what's inside the book? Yeah? 1152 01:01:16,640 --> 01:01:19,720 Speaker 2: So this book took twelve years to write. I wrote 1153 01:01:19,760 --> 01:01:21,880 Speaker 2: I finished it maybe three and a half years ago, 1154 01:01:21,960 --> 01:01:23,960 Speaker 2: But it took twelve years to write because I, for 1155 01:01:24,040 --> 01:01:27,479 Speaker 2: a very long time, felt like my story hadn't arct 1156 01:01:28,120 --> 01:01:30,280 Speaker 2: So I didn't have that moment where it was like, oh, 1157 01:01:30,440 --> 01:01:32,760 Speaker 2: things got tough. And then she wrote off in the sunset, 1158 01:01:32,920 --> 01:01:34,600 Speaker 2: here's a book to talk about it, right, And so 1159 01:01:34,680 --> 01:01:37,960 Speaker 2: I thought that's what I needed in order to create this, 1160 01:01:38,880 --> 01:01:42,240 Speaker 2: this body of work. But what I realized is people 1161 01:01:42,400 --> 01:01:45,360 Speaker 2: have constantly sat down to have this conversation that we're 1162 01:01:45,400 --> 01:01:47,720 Speaker 2: having right now, like what did you how did you 1163 01:01:47,800 --> 01:01:50,720 Speaker 2: go from Eastern New York Brooklyn to working and doing 1164 01:01:50,800 --> 01:01:52,520 Speaker 2: some of the things that you've done and worked in 1165 01:01:53,080 --> 01:01:55,320 Speaker 2: And I was constantly telling the story, and I said, 1166 01:01:55,360 --> 01:01:57,240 Speaker 2: you know what, I need to put pen to paper 1167 01:01:57,520 --> 01:02:01,600 Speaker 2: and manuscript. You know, my journey. But one of the 1168 01:02:01,720 --> 01:02:03,680 Speaker 2: things that came out of it, and why I titled 1169 01:02:03,680 --> 01:02:05,440 Speaker 2: it the way that I did, is I realized that 1170 01:02:05,520 --> 01:02:08,919 Speaker 2: I'm first generation for so many things in my life. 1171 01:02:09,520 --> 01:02:12,520 Speaker 2: I was the first to graduate from college in my family. 1172 01:02:12,760 --> 01:02:16,400 Speaker 2: I was the first to go to Europe in my family. 1173 01:02:16,520 --> 01:02:19,880 Speaker 2: I was the first to buy a home in my family. 1174 01:02:20,480 --> 01:02:25,200 Speaker 2: And what I was realizing is there's some things that 1175 01:02:25,400 --> 01:02:28,920 Speaker 2: my parents just they cannot teach me. You know, as 1176 01:02:28,920 --> 01:02:32,560 Speaker 2: a woman of color, I'm coming from a space of 1177 01:02:35,120 --> 01:02:40,959 Speaker 2: I won't say lack, but I had a late start, 1178 01:02:41,480 --> 01:02:43,720 Speaker 2: just coming from East New York and where I've come from, 1179 01:02:43,840 --> 01:02:47,840 Speaker 2: we weren't and we didn't inherit the knowledge that some 1180 01:02:47,920 --> 01:02:51,640 Speaker 2: of our contemporaries and counterparts perhaps are getting from their 1181 01:02:51,720 --> 01:02:54,400 Speaker 2: families and their grandfathers and their you know, those those 1182 01:02:54,480 --> 01:02:59,680 Speaker 2: sorts of experiences. And while my mother did teach me 1183 01:02:59,760 --> 01:03:02,840 Speaker 2: a ton, there were just a lot of lessons that 1184 01:03:02,880 --> 01:03:04,240 Speaker 2: I had to learn on my own. And so this 1185 01:03:04,480 --> 01:03:07,600 Speaker 2: book takes you through the manuscript of my life and 1186 01:03:07,920 --> 01:03:10,320 Speaker 2: the lessons that I learned along the way. So each 1187 01:03:10,440 --> 01:03:12,880 Speaker 2: chapter has at the end the Pittman's Rules, and they're 1188 01:03:12,960 --> 01:03:15,200 Speaker 2: like the ten to twenty things that I've learned about 1189 01:03:15,240 --> 01:03:18,760 Speaker 2: that specific topic, and it's everything from career and finance, 1190 01:03:18,840 --> 01:03:21,880 Speaker 2: to relationships, to self motivation. 1191 01:03:22,320 --> 01:03:24,480 Speaker 4: To like one of the things. Give us one example 1192 01:03:24,520 --> 01:03:26,720 Speaker 4: of what's in the book that you've learned. 1193 01:03:27,520 --> 01:03:29,240 Speaker 5: Well, I'm something that your mother never told you. 1194 01:03:30,120 --> 01:03:31,440 Speaker 2: Some of the things that my mother never told me. 1195 01:03:31,480 --> 01:03:34,000 Speaker 2: I mean, there are tons of examples, but really understanding that. 1196 01:03:34,240 --> 01:03:39,400 Speaker 2: You know, as a woman, it's important to have male 1197 01:03:39,640 --> 01:03:42,200 Speaker 2: mentorship as much as it is to have female mentorship. 1198 01:03:43,880 --> 01:03:46,520 Speaker 2: I always I was raised by really strong women, and 1199 01:03:46,880 --> 01:03:49,440 Speaker 2: I have a huge girl network, But when I moved 1200 01:03:49,480 --> 01:03:52,280 Speaker 2: into my career, most of my mentors have been men. 1201 01:03:52,840 --> 01:03:55,520 Speaker 2: So people like Keith Kling Scales, as I mentioned, steep 1202 01:03:55,560 --> 01:03:58,560 Speaker 2: Stout early on in my career was an amazing mentor 1203 01:03:58,920 --> 01:04:03,400 Speaker 2: that genuinely just wanted to pour into my professional talent 1204 01:04:04,040 --> 01:04:08,800 Speaker 2: and help me grow as a professional. Sean Combe's amazing mentor. 1205 01:04:08,960 --> 01:04:14,760 Speaker 2: You know, and being unafraid to develop professional relationships with 1206 01:04:15,000 --> 01:04:17,440 Speaker 2: men is important for women as they continue to move 1207 01:04:17,480 --> 01:04:17,920 Speaker 2: through business. 1208 01:04:17,960 --> 01:04:24,400 Speaker 4: What's your advice for women navigating male dominated industry? Which 1209 01:04:24,400 --> 01:04:29,320 Speaker 4: almost every industry is male dominated, There's difficulties that come 1210 01:04:29,360 --> 01:04:31,160 Speaker 4: with it. You have to think about certain things that 1211 01:04:31,280 --> 01:04:34,400 Speaker 4: men don't have to think about. How to dress right, 1212 01:04:34,520 --> 01:04:38,680 Speaker 4: they're important, how to carry yourself in certain environments. I 1213 01:04:38,760 --> 01:04:44,040 Speaker 4: had this conversation with a female, like, somebody invites you 1214 01:04:44,920 --> 01:04:50,200 Speaker 4: to dinner, it's awkward, right. It could be out to drinks, 1215 01:04:50,240 --> 01:04:51,880 Speaker 4: it can be awkward. What you wear, it could be 1216 01:04:51,880 --> 01:04:54,880 Speaker 4: awkward flirting. The variety of different things that you have 1217 01:04:55,000 --> 01:04:57,960 Speaker 4: to kind of navigate through the workplace that there's really 1218 01:04:58,040 --> 01:05:02,000 Speaker 4: no set templant or blueprint for it. And like I said, 1219 01:05:02,000 --> 01:05:04,160 Speaker 4: men don't have to worry about that, but women do. 1220 01:05:04,320 --> 01:05:06,640 Speaker 4: And it's like you're probably just one woman or two 1221 01:05:06,720 --> 01:05:09,920 Speaker 4: women and there's ten men, right, So that's something that 1222 01:05:09,960 --> 01:05:12,760 Speaker 4: people don't really consider. But it's an issue. I've seen 1223 01:05:12,760 --> 01:05:15,760 Speaker 4: it absolutely. So what's your advice for that? 1224 01:05:17,120 --> 01:05:19,760 Speaker 2: That is a great question. There's a there's a nuance 1225 01:05:19,880 --> 01:05:25,600 Speaker 2: to the level set that young women need to learn 1226 01:05:25,720 --> 01:05:29,280 Speaker 2: how to initiate very early on. I think men do 1227 01:05:29,400 --> 01:05:32,360 Speaker 2: it sometimes when when men sort of outfit in the 1228 01:05:32,440 --> 01:05:34,960 Speaker 2: room and you set your position in a room full 1229 01:05:35,000 --> 01:05:37,440 Speaker 2: of men. You guys know what I'm talking about. You 1230 01:05:37,560 --> 01:05:39,600 Speaker 2: come into a room with ten dudes, You're going to 1231 01:05:39,640 --> 01:05:43,120 Speaker 2: posture in a certain way so that your ranking is 1232 01:05:43,440 --> 01:05:49,840 Speaker 2: governed according according right. Right, So the same thing. And 1233 01:05:49,960 --> 01:05:51,840 Speaker 2: I know this from being trained by men. 1234 01:05:52,160 --> 01:05:52,280 Speaker 5: Right. 1235 01:05:52,400 --> 01:05:55,240 Speaker 2: I was blessed to be trained by men throughout my career. 1236 01:05:55,360 --> 01:05:58,280 Speaker 2: And so there's a way of being as a woman 1237 01:05:58,800 --> 01:06:02,880 Speaker 2: to position yourself as a person of power, a person 1238 01:06:02,960 --> 01:06:08,200 Speaker 2: of respect, no nonsense, but still approachable. And that has 1239 01:06:08,320 --> 01:06:11,640 Speaker 2: worked for me up until a point, until I got 1240 01:06:11,720 --> 01:06:15,320 Speaker 2: to a sort of apex point in my career. Being 1241 01:06:15,640 --> 01:06:18,560 Speaker 2: very dominant in that way was powerful. But at a 1242 01:06:18,640 --> 01:06:21,480 Speaker 2: certain point it worked against me and I had to 1243 01:06:21,520 --> 01:06:25,280 Speaker 2: start seeking out female mentorship at the executive level because 1244 01:06:25,320 --> 01:06:27,920 Speaker 2: I had to bring back the softness, because it was 1245 01:06:27,960 --> 01:06:30,200 Speaker 2: almost like I was competing with the men. 1246 01:06:30,480 --> 01:06:31,880 Speaker 5: Yeah, nexteria was too rough. 1247 01:06:32,440 --> 01:06:34,680 Speaker 2: It's too rough, And so I had to come into 1248 01:06:34,720 --> 01:06:36,760 Speaker 2: this balance of oh no, no, no, you see me. 1249 01:06:36,960 --> 01:06:40,200 Speaker 2: You see I'm grounded. You respect me. But this is 1250 01:06:40,280 --> 01:06:41,360 Speaker 2: not an alpha contest. 1251 01:06:41,880 --> 01:06:44,240 Speaker 4: Yeah, see the alpha thing. I don't agree with the 1252 01:06:44,280 --> 01:06:46,800 Speaker 4: alpha thing. I've never I don't like to consider myself 1253 01:06:46,800 --> 01:06:49,360 Speaker 4: an alpha male. I'm just a male. Yeah. So I 1254 01:06:49,440 --> 01:06:54,000 Speaker 4: think there's two ways that I've witnessed like people at 1255 01:06:54,000 --> 01:06:57,600 Speaker 4: the highest level conduct themselves. One in that manner, which 1256 01:06:57,760 --> 01:07:02,200 Speaker 4: is like very loud and kind of obnoxious. But you 1257 01:07:02,600 --> 01:07:05,320 Speaker 4: know that this person is a certain level of stature 1258 01:07:05,360 --> 01:07:07,920 Speaker 4: because it's like a mob boss, right, like Johnny Gotty. 1259 01:07:08,040 --> 01:07:09,520 Speaker 4: Like it's like when he walks in the room, like 1260 01:07:09,640 --> 01:07:11,840 Speaker 4: everybody kind of like fears on more has some level 1261 01:07:11,880 --> 01:07:14,600 Speaker 4: of respect for him. So he could be extremely loud 1262 01:07:15,120 --> 01:07:16,280 Speaker 4: or you could be extremely quiet. 1263 01:07:16,440 --> 01:07:20,320 Speaker 2: Yeah, like this guy Jay, but he's still incredibly alpha. 1264 01:07:20,760 --> 01:07:23,919 Speaker 4: Yeah, but I'm just saying, but just his demeanor, Yeah, 1265 01:07:24,320 --> 01:07:27,000 Speaker 4: he's more of an introvert quiet. I see that a 1266 01:07:27,080 --> 01:07:30,360 Speaker 4: lot with I see that actually more often, especially like 1267 01:07:30,440 --> 01:07:34,960 Speaker 4: the higher higher like billionaires, Like they're usually very secluded 1268 01:07:35,360 --> 01:07:38,160 Speaker 4: and nonchalant, garden and quiet. 1269 01:07:38,520 --> 01:07:41,960 Speaker 2: But let's make a distinction though, because that doesn't So 1270 01:07:42,160 --> 01:07:44,680 Speaker 2: there's a few things around alpha. I literally mean in 1271 01:07:44,800 --> 01:07:48,160 Speaker 2: the canine sense of alpha, right, So from an animalistic standpoint, 1272 01:07:48,360 --> 01:07:52,760 Speaker 2: when a pack of dogs come together, there's a ranking 1273 01:07:52,920 --> 01:07:55,280 Speaker 2: order that naturally happens, right, So I didn't mean it 1274 01:07:55,320 --> 01:07:58,920 Speaker 2: in the alpha I mean, And it's like but then also, 1275 01:08:00,400 --> 01:08:03,160 Speaker 2: alphas are usually not loud in real life. 1276 01:08:03,440 --> 01:08:06,479 Speaker 4: But I think the term alpha is just confusing because 1277 01:08:06,480 --> 01:08:09,240 Speaker 4: it's like I think, like you that's really like I 1278 01:08:09,360 --> 01:08:12,000 Speaker 4: love Dan he's actually a personal friend of mine. That's 1279 01:08:12,080 --> 01:08:17,800 Speaker 4: his personality, but his way of being, I think people 1280 01:08:17,880 --> 01:08:19,920 Speaker 4: try to emulate that, like you know what I mean, 1281 01:08:20,040 --> 01:08:24,000 Speaker 4: like and they try to like be loud and stern 1282 01:08:24,120 --> 01:08:26,200 Speaker 4: and da da da da. And I don't necessarily think 1283 01:08:26,240 --> 01:08:29,439 Speaker 4: that's aid. That's the most beneficial way to communicate with people, absolutely, 1284 01:08:29,479 --> 01:08:32,040 Speaker 4: But I see a lot of people that they think 1285 01:08:32,160 --> 01:08:35,880 Speaker 4: that that way of acting, on that way of communicating 1286 01:08:36,439 --> 01:08:40,559 Speaker 4: asserts themselves as the alpha and asserts themselves as the head. 1287 01:08:41,360 --> 01:08:44,479 Speaker 4: But I think that that's not so. I don't know. 1288 01:08:44,600 --> 01:08:46,840 Speaker 2: I just feel like the term alpha loudness does not 1289 01:08:47,000 --> 01:08:47,599 Speaker 2: equal power. 1290 01:08:47,720 --> 01:08:51,280 Speaker 4: So what does alpha equate to alpha is. 1291 01:08:51,640 --> 01:08:54,840 Speaker 2: It's an anchoring, it's a it's a knowing, it's an 1292 01:08:54,840 --> 01:09:00,920 Speaker 2: assuredness in your power to affect a situation. That's what 1293 01:09:01,080 --> 01:09:04,160 Speaker 2: alpha is. It's not necessarily how loud you are. It's 1294 01:09:04,240 --> 01:09:09,880 Speaker 2: your ability to influence at the highest level and make 1295 01:09:09,960 --> 01:09:12,439 Speaker 2: the and make the decision that people are going to 1296 01:09:12,560 --> 01:09:14,880 Speaker 2: adhere to. And you don't have to do that with words. 1297 01:09:14,960 --> 01:09:17,000 Speaker 5: Yeah, a lot of nonverbal communication. 1298 01:09:16,800 --> 01:09:20,280 Speaker 2: Tons of nonverbal communication. Like I just as a woman, 1299 01:09:20,479 --> 01:09:22,360 Speaker 2: like I'm not looking at the loudest guy in the room. 1300 01:09:23,960 --> 01:09:25,560 Speaker 2: I want. I want to see the guy that's, like, 1301 01:09:25,920 --> 01:09:28,800 Speaker 2: you know, laid back and calm and poised and has 1302 01:09:28,840 --> 01:09:31,479 Speaker 2: it put together, and he's the one, not this one 1303 01:09:31,520 --> 01:09:31,920 Speaker 2: over here. 1304 01:09:35,120 --> 01:09:40,800 Speaker 5: To you brought up the word apex of your career, 1305 01:09:41,320 --> 01:09:44,240 Speaker 5: the height of your career. When I hear you speak, 1306 01:09:44,479 --> 01:09:47,000 Speaker 5: I can feel your energy. I feel like you're still 1307 01:09:47,040 --> 01:09:51,960 Speaker 5: in it. So I'm questioning, how are you seeing where 1308 01:09:51,960 --> 01:09:54,200 Speaker 5: you're at presently? Are you where you want to be? 1309 01:09:54,680 --> 01:09:56,680 Speaker 5: There's some more things that you need to check out, 1310 01:09:56,800 --> 01:09:59,559 Speaker 5: because I feel like the apex hasn't hasn't hit yet. 1311 01:09:59,600 --> 01:10:03,000 Speaker 2: I agree they haven't, but I am ascending, right, and 1312 01:10:03,080 --> 01:10:06,240 Speaker 2: so I like to believe you know, you hit that peak, 1313 01:10:06,360 --> 01:10:08,080 Speaker 2: and you try to ride that peak as long as 1314 01:10:08,120 --> 01:10:10,080 Speaker 2: you can and maybe in my plateau a little bit, 1315 01:10:10,080 --> 01:10:11,800 Speaker 2: and then you hope to hit another peak. So that's 1316 01:10:11,800 --> 01:10:15,479 Speaker 2: how I think about apex, and I do. I do 1317 01:10:15,640 --> 01:10:18,920 Speaker 2: think though, that there is a stage in your career. 1318 01:10:19,120 --> 01:10:23,439 Speaker 2: There are stages in your finances right where you've arrived, 1319 01:10:24,280 --> 01:10:26,400 Speaker 2: and then how do you elevate and take it to 1320 01:10:26,479 --> 01:10:28,559 Speaker 2: the next level? Right, so you can become a millionaire, 1321 01:10:28,640 --> 01:10:31,320 Speaker 2: that's great, but then you can become one hundred millionaire 1322 01:10:31,400 --> 01:10:34,560 Speaker 2: and that's really great. Then you could become a billionaire 1323 01:10:35,120 --> 01:10:38,080 Speaker 2: and now like that's something else. Right, So those are 1324 01:10:38,120 --> 01:10:40,960 Speaker 2: all APEX moments within our lives. And so when I 1325 01:10:41,080 --> 01:10:43,400 Speaker 2: say I hit that apex peak, it's like if I'm 1326 01:10:43,439 --> 01:10:47,960 Speaker 2: in a C suite conversation, that's a different conversation than 1327 01:10:48,080 --> 01:10:51,200 Speaker 2: being a manager or a director and how people receive 1328 01:10:51,320 --> 01:10:51,759 Speaker 2: us differently. 1329 01:10:51,920 --> 01:10:53,960 Speaker 5: So when you're saying apex, you can have a few 1330 01:10:54,000 --> 01:10:54,240 Speaker 5: of them. 1331 01:10:54,280 --> 01:10:56,360 Speaker 2: A few of them I hope to and I hope 1332 01:10:56,360 --> 01:10:57,160 Speaker 2: you guys do as well. 1333 01:10:57,280 --> 01:11:01,519 Speaker 4: So you said something about relationships. I'm interested to hear 1334 01:11:01,600 --> 01:11:03,559 Speaker 4: this because I used to be a financial advisor before 1335 01:11:03,560 --> 01:11:05,560 Speaker 4: I did this. When I was a financial advisor of 1336 01:11:05,600 --> 01:11:08,360 Speaker 4: seventy percent of my clients for women black women, and 1337 01:11:08,880 --> 01:11:11,719 Speaker 4: I learned something that there's a lot of black women 1338 01:11:11,880 --> 01:11:14,960 Speaker 4: that make a lot of money, like five hundred thousand, 1339 01:11:15,000 --> 01:11:17,719 Speaker 4: four hundred thousand dollar a year. They're like corporate diversity 1340 01:11:17,760 --> 01:11:19,759 Speaker 4: officers that may SE's and different things in the nature. 1341 01:11:20,120 --> 01:11:24,600 Speaker 4: And then in their mid thirties and they're single and 1342 01:11:24,760 --> 01:11:27,400 Speaker 4: they've never had children. And I noticed that. I started 1343 01:11:27,400 --> 01:11:31,120 Speaker 4: to see a pattern, and I started to realize that 1344 01:11:31,320 --> 01:11:36,120 Speaker 4: this is my philosophy, there wasn't an equal counterpart a 1345 01:11:36,240 --> 01:11:43,439 Speaker 4: lot right, because it's like their counterpart, their age wasn't 1346 01:11:43,479 --> 01:11:46,439 Speaker 4: making as much money, wasn't at that level of corporate. 1347 01:11:46,479 --> 01:11:49,240 Speaker 4: It might have been a good dude, but he's you know, 1348 01:11:49,560 --> 01:11:52,120 Speaker 4: it's a delivery man, right or the person that is 1349 01:11:52,200 --> 01:11:53,960 Speaker 4: at that level, is it righty going? It's a right taken. 1350 01:11:54,000 --> 01:11:57,600 Speaker 4: He's already married and has children. So relationship standpoint, I 1351 01:11:57,640 --> 01:11:59,280 Speaker 4: started to see that it was difficult a lot of 1352 01:11:59,360 --> 01:12:03,839 Speaker 4: times for black women that was rising up that corporate 1353 01:12:03,960 --> 01:12:09,320 Speaker 4: ladder to get into a relationship or to So I 1354 01:12:09,360 --> 01:12:12,479 Speaker 4: don't know what your segment in the book about relationships is, 1355 01:12:12,880 --> 01:12:15,720 Speaker 4: but have you seen that and what's your thoughts on that. 1356 01:12:16,240 --> 01:12:19,040 Speaker 2: I absolutely have seen that, But I think that there's 1357 01:12:19,520 --> 01:12:22,800 Speaker 2: so nuanced. So there's a couple of things that go 1358 01:12:22,920 --> 01:12:25,880 Speaker 2: into that. I think top line looking at it, Yes, 1359 01:12:26,200 --> 01:12:29,880 Speaker 2: there's not an equal counterpart at every step for a 1360 01:12:29,960 --> 01:12:34,240 Speaker 2: lot of these women at a certain age because. 1361 01:12:34,040 --> 01:12:36,040 Speaker 4: Men can go down to right like men, you can 1362 01:12:36,160 --> 01:12:38,720 Speaker 4: be forty years old and date the twenty eight year 1363 01:12:38,760 --> 01:12:41,479 Speaker 4: old and nobody says anything. That's another thing that kind 1364 01:12:41,520 --> 01:12:43,680 Speaker 4: of it's hard for a forty year old woman to 1365 01:12:43,760 --> 01:12:46,560 Speaker 4: find a twenty eight year old man that she wants. 1366 01:12:46,320 --> 01:12:46,680 Speaker 5: To be with. 1367 01:12:46,920 --> 01:12:50,880 Speaker 2: Right that because women like to be able to learn 1368 01:12:51,160 --> 01:12:55,200 Speaker 2: from their men and have leadership within their relationship. Traditionally, 1369 01:12:55,600 --> 01:12:59,040 Speaker 2: not all women and so oftentimes men that are younger 1370 01:12:59,120 --> 01:13:02,760 Speaker 2: don't necessarily have those experiences. Some women do, and they 1371 01:13:02,840 --> 01:13:05,040 Speaker 2: do well in that space, but not not most. But 1372 01:13:05,120 --> 01:13:07,200 Speaker 2: I think it's it's a combination of things. I think 1373 01:13:07,280 --> 01:13:10,800 Speaker 2: it's and you know, so many people with me. For instance, 1374 01:13:10,800 --> 01:13:12,920 Speaker 2: I'm single, I don't have children, and people ask me 1375 01:13:13,040 --> 01:13:16,160 Speaker 2: like what happened? And I'm a heterosexual woman, right, and 1376 01:13:16,280 --> 01:13:18,760 Speaker 2: so it's like, well, a couple of things happened, you know. 1377 01:13:18,800 --> 01:13:21,080 Speaker 2: I think, first and foremost, I always say I spent 1378 01:13:21,200 --> 01:13:24,400 Speaker 2: too much time on the wrong relationships. That is, I 1379 01:13:24,520 --> 01:13:26,519 Speaker 2: tell any young woman get in and get out. 1380 01:13:26,600 --> 01:13:27,719 Speaker 4: It's the whole classic. 1381 01:13:27,880 --> 01:13:34,040 Speaker 2: That's what jay Z said. That's get out. If it 1382 01:13:34,120 --> 01:13:37,160 Speaker 2: works great, if it doesn't, move on as quickly as possible, right, 1383 01:13:37,240 --> 01:13:40,679 Speaker 2: learn the lesson, forgive and move on. So I didn't 1384 01:13:40,680 --> 01:13:43,120 Speaker 2: necessarily do that as often as perhaps I should have. 1385 01:13:43,439 --> 01:13:50,839 Speaker 2: But I also think, you know, being creating a space 1386 01:13:52,000 --> 01:13:57,120 Speaker 2: to date and explore women that are driven in their 1387 01:13:57,200 --> 01:14:01,640 Speaker 2: careers tend to forget about how intentional you need to 1388 01:14:01,680 --> 01:14:02,240 Speaker 2: be about. 1389 01:14:02,120 --> 01:14:02,800 Speaker 3: Just a thing. 1390 01:14:03,040 --> 01:14:04,400 Speaker 4: I'm glad you said that they don't have time. 1391 01:14:04,439 --> 01:14:05,679 Speaker 2: You don't have time. They don't make time. 1392 01:14:05,680 --> 01:14:06,400 Speaker 5: They don't make the time. 1393 01:14:06,520 --> 01:14:07,320 Speaker 2: It don't make the time. 1394 01:14:07,479 --> 01:14:09,040 Speaker 5: They they don't. 1395 01:14:08,920 --> 01:14:11,599 Speaker 2: Make it, because it gets exhausting right when you're when 1396 01:14:11,600 --> 01:14:14,400 Speaker 2: you're constantly coming up against the men that may not 1397 01:14:15,000 --> 01:14:15,880 Speaker 2: be equally yoked. 1398 01:14:16,520 --> 01:14:18,599 Speaker 5: There's a list of priority. Is that how we we're 1399 01:14:18,640 --> 01:14:20,680 Speaker 5: prioritizing these things, like this is more important than this 1400 01:14:21,200 --> 01:14:22,000 Speaker 5: at this present time. 1401 01:14:22,160 --> 01:14:24,400 Speaker 2: Yeah, I had a friend that said to me, very 1402 01:14:24,600 --> 01:14:28,759 Speaker 2: very very good friend. She said, you need to approach 1403 01:14:29,240 --> 01:14:33,080 Speaker 2: getting married like finding your dream job, in the same 1404 01:14:33,120 --> 01:14:35,400 Speaker 2: way and the same way you would go and find 1405 01:14:35,920 --> 01:14:39,439 Speaker 2: interviews and have conversations. You need to find friends that 1406 01:14:39,600 --> 01:14:41,800 Speaker 2: have single friends. You need to be in spaces where 1407 01:14:41,840 --> 01:14:44,000 Speaker 2: there are single men because of the type of man 1408 01:14:44,080 --> 01:14:47,240 Speaker 2: that you want to marry is very unique. So you're 1409 01:14:47,280 --> 01:14:49,120 Speaker 2: not going to just bump into him at a supermarket. 1410 01:14:49,200 --> 01:14:51,760 Speaker 2: You've got to be intentional. And I thought it was 1411 01:14:51,800 --> 01:14:53,920 Speaker 2: brilliant when she said it to me, way too late, 1412 01:14:54,080 --> 01:14:56,080 Speaker 2: but she, you know, obviously expressed it, and I think 1413 01:14:56,120 --> 01:14:58,680 Speaker 2: the same thing happens in some of the situations that 1414 01:14:58,760 --> 01:14:59,880 Speaker 2: you mentioned going f. 1415 01:15:00,000 --> 01:15:02,320 Speaker 4: Angel advised days. Remember this guy was telling me, he 1416 01:15:02,479 --> 01:15:05,200 Speaker 4: told his daughter that and he was like, what are 1417 01:15:05,240 --> 01:15:06,439 Speaker 4: you doing to find a husband? 1418 01:15:07,040 --> 01:15:07,080 Speaker 5: Like? 1419 01:15:07,680 --> 01:15:11,000 Speaker 4: You can't just wing it. You got to actually treat 1420 01:15:11,120 --> 01:15:12,840 Speaker 4: this thing like you are, like you said, like you're 1421 01:15:12,880 --> 01:15:14,880 Speaker 4: trying to get a job, like you got to actually 1422 01:15:15,400 --> 01:15:18,439 Speaker 4: have a set, planned, blueprint events that I'm going to 1423 01:15:18,479 --> 01:15:19,440 Speaker 4: go to everything. 1424 01:15:19,600 --> 01:15:21,200 Speaker 5: Because the places you're going to run into are so 1425 01:15:21,360 --> 01:15:23,519 Speaker 5: limited at this point this There are days where I'm 1426 01:15:23,560 --> 01:15:25,640 Speaker 5: going to go to the library, or i might go 1427 01:15:25,840 --> 01:15:28,120 Speaker 5: to the theater and I'm going to the art gallery 1428 01:15:28,280 --> 01:15:30,000 Speaker 5: like it's like I'm in the club. 1429 01:15:31,040 --> 01:15:34,040 Speaker 4: Is this why we potentially see a lot of interracial 1430 01:15:34,120 --> 01:15:37,840 Speaker 4: couples at higher like the vice president and different things 1431 01:15:37,880 --> 01:15:38,400 Speaker 4: in that agent? 1432 01:15:38,680 --> 01:15:41,120 Speaker 2: I think so. I think so, you know, people tend 1433 01:15:41,160 --> 01:15:43,200 Speaker 2: to date within their industry or dat and what they're 1434 01:15:43,400 --> 01:15:47,040 Speaker 2: most familiar with and around, and you know, unfortunately, I 1435 01:15:47,120 --> 01:15:50,160 Speaker 2: think that is the case. And I think that there's 1436 01:15:50,200 --> 01:15:54,519 Speaker 2: a I'm gonna say something a little contra controversial, but 1437 01:15:54,640 --> 01:16:03,640 Speaker 2: I think that fundamentally back youth is not as conditioned 1438 01:16:04,000 --> 01:16:07,559 Speaker 2: to marry automatically the way some other cultures are right. 1439 01:16:07,840 --> 01:16:09,200 Speaker 4: That's not other cultures. 1440 01:16:10,680 --> 01:16:13,280 Speaker 2: That's a fact, right. They know they have to get married. 1441 01:16:13,280 --> 01:16:14,200 Speaker 4: You don't really have a choice. 1442 01:16:14,280 --> 01:16:16,640 Speaker 2: There's no choice. You're going to get married. It may 1443 01:16:16,680 --> 01:16:19,320 Speaker 2: not be today, you get this owned that's a fact. 1444 01:16:19,439 --> 01:16:20,760 Speaker 2: Or it's going to be arranged, or it's going to 1445 01:16:20,760 --> 01:16:22,599 Speaker 2: be arranged for you, and it may not be today, 1446 01:16:22,640 --> 01:16:24,320 Speaker 2: it may not be in five years, but you're going 1447 01:16:24,360 --> 01:16:27,679 Speaker 2: to get married. They also know to be successful, particularly 1448 01:16:27,760 --> 01:16:32,720 Speaker 2: the men in those those cultures cultures, thank you know 1449 01:16:32,920 --> 01:16:38,800 Speaker 2: that having a wife represents something way broader. It represents responsibility, 1450 01:16:39,360 --> 01:16:42,760 Speaker 2: it represents anchoring. Like you think about have we ever 1451 01:16:42,840 --> 01:16:46,880 Speaker 2: had a single president. We've had a widowed president, but 1452 01:16:47,000 --> 01:16:50,920 Speaker 2: we've never had a single president ever. Right, So there's 1453 01:16:50,960 --> 01:16:55,280 Speaker 2: there's little things that go into societal norms, societal norms 1454 01:16:55,320 --> 01:16:59,120 Speaker 2: around being married that don't necessarily exist automatically within our culture. 1455 01:16:59,520 --> 01:17:02,240 Speaker 2: So our young people don't know that we have to 1456 01:17:02,360 --> 01:17:04,600 Speaker 2: get married now, not that we have to, but that 1457 01:17:04,720 --> 01:17:06,840 Speaker 2: it would be beneficial for us to partner up and 1458 01:17:06,920 --> 01:17:08,960 Speaker 2: do some stuff together in that way. 1459 01:17:10,280 --> 01:17:10,679 Speaker 5: I agree. 1460 01:17:10,800 --> 01:17:13,160 Speaker 2: So there's a t we're at a disadvantage initially with 1461 01:17:13,280 --> 01:17:16,840 Speaker 2: the with the mindset, but then we're so busy trying 1462 01:17:16,880 --> 01:17:19,720 Speaker 2: to do it by ourselves, we forget to reconnect with 1463 01:17:19,800 --> 01:17:22,720 Speaker 2: each other and do it together and find someone to 1464 01:17:22,760 --> 01:17:23,400 Speaker 2: do it together with. 1465 01:17:23,600 --> 01:17:25,599 Speaker 5: So and while we're thinking about that at the time, 1466 01:17:26,000 --> 01:17:27,639 Speaker 5: it's passing every day. 1467 01:17:27,680 --> 01:17:30,439 Speaker 2: Every day, and you're more set in your ways and 1468 01:17:30,680 --> 01:17:34,040 Speaker 2: your your requirements get a little more intricate, And then 1469 01:17:34,560 --> 01:17:34,920 Speaker 2: you get. 1470 01:17:34,880 --> 01:17:37,439 Speaker 4: More comfortable being by yourself, yes, which makes it harder 1471 01:17:37,439 --> 01:17:38,320 Speaker 4: for you to be a relationship. 1472 01:17:38,720 --> 01:17:40,439 Speaker 5: And then there's always helcial media that can comfort you 1473 01:17:40,479 --> 01:17:41,280 Speaker 5: when you're by yourself. 1474 01:17:42,880 --> 01:17:43,400 Speaker 2: Four things. 1475 01:17:44,640 --> 01:17:49,640 Speaker 5: Oh God, swipe less. We have the book, but I 1476 01:17:49,720 --> 01:17:52,840 Speaker 5: can't let you leave because you stepped into a new space, 1477 01:17:53,760 --> 01:17:56,880 Speaker 5: space that we have some familiarity in. Let's talk about here. 1478 01:17:56,920 --> 01:18:01,080 Speaker 5: I stand. Yeah, let's talk about that. And of course 1479 01:18:01,160 --> 01:18:04,120 Speaker 5: let's talk about that. How's that coming up? How'd that 1480 01:18:04,200 --> 01:18:06,719 Speaker 5: come about? What's the goal of it? What submission? 1481 01:18:06,920 --> 01:18:07,920 Speaker 2: Thank you? Thank you for that? 1482 01:18:09,000 --> 01:18:09,200 Speaker 4: Yeah. 1483 01:18:09,360 --> 01:18:11,600 Speaker 2: So Tamika Raymond and I I don't know if you 1484 01:18:11,600 --> 01:18:17,320 Speaker 2: guys are familiar to you. Yah, brilliant, brilliant woman. Tamika 1485 01:18:17,680 --> 01:18:21,759 Speaker 2: had been talking to me about doing a podcast literally 1486 01:18:21,880 --> 01:18:24,439 Speaker 2: for three years, just before COVID, and she's like, you know, 1487 01:18:24,520 --> 01:18:27,400 Speaker 2: we have a lot to say, and we have a 1488 01:18:27,479 --> 01:18:30,240 Speaker 2: lot of experiences, and I just think that it would 1489 01:18:30,240 --> 01:18:31,880 Speaker 2: be really great if we could get this on camera, 1490 01:18:32,280 --> 01:18:34,400 Speaker 2: and she's like, and share, you know, share some some 1491 01:18:34,520 --> 01:18:37,439 Speaker 2: nuggets with the world that I think are a little 1492 01:18:37,479 --> 01:18:40,600 Speaker 2: more traditional but at the same time much needed. I 1493 01:18:40,640 --> 01:18:42,880 Speaker 2: think with all of the noise and the way that 1494 01:18:43,479 --> 01:18:46,599 Speaker 2: people are socializing these days, it's like, what is happening 1495 01:18:46,720 --> 01:18:55,480 Speaker 2: to the world. There are women rapping about yeah, some really. 1496 01:18:55,560 --> 01:18:59,280 Speaker 5: Awfuller stuff, and it's just word color. 1497 01:18:59,400 --> 01:19:01,600 Speaker 2: The color right, and the color of things that we 1498 01:19:01,680 --> 01:19:05,479 Speaker 2: should not be discussing and common vernacular. Like it's just 1499 01:19:05,560 --> 01:19:07,960 Speaker 2: some things that don't need to be said sometimes, right. 1500 01:19:08,320 --> 01:19:10,920 Speaker 2: And so in the spirit of freedom of speech and 1501 01:19:11,000 --> 01:19:13,840 Speaker 2: people having, you know, the ability to express ourselves, we thought, 1502 01:19:14,400 --> 01:19:17,720 Speaker 2: why don't we reset the conversation and start having some 1503 01:19:17,920 --> 01:19:21,000 Speaker 2: really fun conversation around life and the things that happen 1504 01:19:21,080 --> 01:19:26,479 Speaker 2: in life for everyday women that may not necessarily want 1505 01:19:26,560 --> 01:19:29,840 Speaker 2: to be celebrities want to be all these other things 1506 01:19:29,880 --> 01:19:32,680 Speaker 2: on social media, but that our experience in life and 1507 01:19:32,800 --> 01:19:35,040 Speaker 2: as we continue to grow and mature, what that looks 1508 01:19:35,080 --> 01:19:37,120 Speaker 2: like for us. And so here I stand, it's just 1509 01:19:37,240 --> 01:19:40,600 Speaker 2: us having a really really serious opinion about some not 1510 01:19:40,720 --> 01:19:42,000 Speaker 2: so serious stuff sometimes. 1511 01:19:42,240 --> 01:19:45,880 Speaker 4: Congratulations, thank you, thank you for joining us. And quick correction, 1512 01:19:46,400 --> 01:19:49,080 Speaker 4: it's actually Memphis Bleak that said that line, get in, 1513 01:19:49,200 --> 01:19:49,599 Speaker 4: get out. 1514 01:19:49,520 --> 01:19:51,639 Speaker 2: That's a OG classic. It was Memphis Pleeg. 1515 01:19:52,200 --> 01:19:53,439 Speaker 4: Shout out to Memphis Bleach. 1516 01:19:53,520 --> 01:19:55,280 Speaker 2: Shout out to miss Memphis. 1517 01:19:54,960 --> 01:19:57,280 Speaker 5: Plee making easy money piping and style. 1518 01:19:57,479 --> 01:20:00,640 Speaker 4: Yeah, Memphis. We ran into him at the OH. I 1519 01:20:00,720 --> 01:20:02,920 Speaker 4: love that good guy he is. I think his wife 1520 01:20:03,000 --> 01:20:06,960 Speaker 4: is actually a real estate agent, so he's tapped in. Well, 1521 01:20:07,880 --> 01:20:09,920 Speaker 4: thank you for joining us. How can the people follow 1522 01:20:10,000 --> 01:20:11,519 Speaker 4: you social media and everything? 1523 01:20:11,720 --> 01:20:16,680 Speaker 2: Social media? Erica M. Pittman. Shaun Colmes told me no 1524 01:20:16,720 --> 01:20:19,200 Speaker 2: one would ever follow me with that name. He's like, 1525 01:20:19,400 --> 01:20:21,040 Speaker 2: that name is way too long. No one's ever going 1526 01:20:21,080 --> 01:20:23,759 Speaker 2: to follow you, but people do so. Erica M. Pittman 1527 01:20:24,200 --> 01:20:28,840 Speaker 2: is my ig, Facebook, Twitter thread and this is my book. Well, 1528 01:20:28,880 --> 01:20:32,400 Speaker 2: mommy never told you. There you have it getting on Amazon, 1529 01:20:32,880 --> 01:20:34,599 Speaker 2: Kendall Audio and print. 1530 01:20:34,840 --> 01:20:39,240 Speaker 4: Well, mommy never told you. There you have it. Ladies 1531 01:20:39,240 --> 01:20:41,280 Speaker 4: and gentlemen, Thank you guys for rocking with us. We'll 1532 01:20:41,280 --> 01:20:41,840 Speaker 4: see you next week. 1533 01:20:41,960 --> 01:20:42,960 Speaker 5: Peace Peace. 1534 01:20:48,400 --> 01:20:52,000 Speaker 1: An illegal alien from Guatemala charged with raping a child 1535 01:20:52,080 --> 01:20:55,839 Speaker 1: in Massachusetts an MS thirteen gang member from El Salvador 1536 01:20:56,120 --> 01:21:00,719 Speaker 1: accused of murdering a Texas man of Venezuelan with filming 1537 01:21:00,840 --> 01:21:04,360 Speaker 1: and selling child pornography in Michigan. These are just some 1538 01:21:04,760 --> 01:21:08,519 Speaker 1: of the heinous migrant criminals caught because of President Donald J. 1539 01:21:08,640 --> 01:21:12,360 Speaker 1: Trump's leadership. I'm Christy nom the United States Secretary of 1540 01:21:12,479 --> 01:21:17,240 Speaker 1: Homeland Security. Under President Trump, attempted illegal border crossings are 1541 01:21:17,320 --> 01:21:20,679 Speaker 1: at the lowest levels ever recorded, and over one hundred 1542 01:21:20,720 --> 01:21:24,560 Speaker 1: thousand illegal aliens have been arrested. If you are here illegally, 1543 01:21:25,120 --> 01:21:28,400 Speaker 1: your next you will be fine nearly one thousand dollars 1544 01:21:28,439 --> 01:21:30,519 Speaker 1: a day, imprisoned, and deported. 1545 01:21:31,040 --> 01:21:32,160 Speaker 2: You will never return. 1546 01:21:32,520 --> 01:21:35,479 Speaker 1: But if you register using our CBP home app and 1547 01:21:35,640 --> 01:21:38,920 Speaker 1: leave now, you could be allowed to return legally. Do 1548 01:21:39,080 --> 01:21:44,160 Speaker 1: what's right. Leave now. Under President Trump, America's laws, border 1549 01:21:44,400 --> 01:21:45,720 Speaker 1: and families. 1550 01:21:45,400 --> 01:21:46,200 Speaker 2: Will be protected. 1551 01:21:46,320 --> 01:21:48,439 Speaker 3: Sponsored by the United States Department of Homeland Security.