27. Rob Dyrdek: Pro Skateboarder, Entrepreneur, Founder of the Dyrdek Machine

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I need to create a system to protect me
from me. And then furthermore, it was

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like, How do you want to live? What do
you want your life to be like?

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You're listening to hawk talk, a
podcast, all about the origin stories

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of the most interesting people in the
world today. You know, our guest is

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famous athletes, authors and
entrepreneurs. But there's so much more

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to the story. Let's get into today's
interview with your host, Eric Huberman.

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You're listening to hot talk. I'm here
with Rob. Dear Dick. How are you, man?

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Good man. I love the flow of hot talk.
It almost sounds a little erotic, You

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know. Exactly. I feel like I got to get
more bass in my voice like, really get

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into it. So, yeah, so it always like to
start. You know, I assume as a three

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year old, you didn't, you know, Didn't
think you'd be, you know, a business

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mogul and a pro skater and all these
different things that you didn't come

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out of the womb ready to go on a
skateboard. So we'd love to hear where

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did all start. Where you from, You know?
Look, I I feel like I did almost come

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out of the womb to it. Right? But, you
know, I grew up in, was born in

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Kettering, Ohio. Mother was a stay at
home mom. Father was a suit salesman.

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Father was extraordinarily positive.
Deep optimists, like, friendly with

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everyone. Mom. Super religious and
paranoid. Right? So I ended up with

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this, like, great balance of, like,
deep optimism, along with a general

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sense of self protection that I think
kind of created the balance in the I

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grew up creative, took a ton of art
classes, discovered skateboarding, was

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played a ton of sports. And when I was
young and then discovered skateboarding

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when I was 11 years old and from
literally the moment I got my first

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skateboard, it was I'm going to be a
pro skateboarder, right? So where? Who

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got how that start, like, how did you
discover it? You know, my sister's

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boyfriend had, like, he was the coolest
person I've ever seen in my life. He

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showed up with spiked hair, four
bandanas around each, arms spike, belts

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across the chest and waist, and four
bandanas on each leg. I'm like, coolest

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thing I've ever seen. he was a
skateboarder, and so I like, wanted to

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be like him. So I actually bought my
first skateboard from him, a

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fluorescent pink bow brown. And then I
emulated him. I went to elementary

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school with four bandanas on each arm
and spiked hair, and people were like,

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What's up with you? And I'm like, I'm
skater. I'm a punk rock skater, you

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know, and that sort of kind of set it
off. But the thing that happened was,

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you know, I was so athletic and I got
good, so good, so quick, right? And,

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you know, he was the leader of the
street rats, right? He had his own crew

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and he wouldn't let me in the street
rats because I was like her, his

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girlfriend's little brother. So I had
to form my own crew, the wild grinders,

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you know, And there was a huge contest
coming into town, put on by one of the

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local skate shops, and I didn't have
any money. So I called the skate shop

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and asked if I got 10 people to enter,
would I be able to go to the contest

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right? And, you know, took that
initiative and they were like What?

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Okay, come down here. Sure. You know,
and and so I'm curious. Where did that

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come from? Like, was it just the
confidence your parents built into,

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like, where did you you know, you're 11,
12 years old. Look, I don't No right,

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like you, can't you? You know,
especially as I have Children. I

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watched them develop, right, and I play
deeply on sort of self belief and and

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sort of critical thinking and how you
evolve yourself, even at this very

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young age. But because when I look at
it, I look at it as everything I tried.

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At a very early age, I found success,
right? So whether that was taekwondo or

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soccer, whatever it may be. So there
was this beginning of this innate idea

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that, like I could do anything right,
And and then my father was always so

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positive. Anytime I'd ask him like, Can
you fix this? Of course I can. I'm your

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dad. Right? So I was layered into this
in that early age. Now I decided I'm

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going to take this shot and it worked,
right? So again, it was a moment in

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time that could have gone either way,
right? It could have been where they

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were, like, Get out of here like, you
know, and I could have tried it another

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time. And then it could have deterred
me from ever doing it again. Instead,

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it became a lifelong trait that I carry
into my business today of going

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straight to the person that makes the
deal on everything right, like no

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matter what business on me. And so it's
this nature versus nurture where I got

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extraordinarily lucky to find that type
of success. And then, as the odds would

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have it, it was the person that owned
the skate shop, was a 19 year old

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serial entrepreneur. And so, like it
was this first I became his friend and

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then became sponsored by the Skate shop.
So what happens? You make this random

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phone call. This leads you to becoming
sponsored by the actual skate shop.

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Then you become mentored by a young
serial entrepreneur at 11 12 years old,

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right? That's this super outlier
unusual path to be presented with at

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such a young age. That proved to be
what shaped me and took me on these

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sort of two paths of being athlete,
entertainer and entrepreneur. Business

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person. You got that early, positive
reinforcement across everything you did,

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which is that makes sense. Like you
were right. You said you were good at

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taekwondo. You're good at this. You
made that one phone call and took a,

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you know, chance. And then you were
rewarded for it, which just divides.

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You push to do all that? It sounds like
your entire career. Right? Right. And

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again, lucky you got 11, 12 years old.
You know what I mean? Like and that you

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carried that momentum like and then
used that relationship as a platform to

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begin to build your name in
skateboarding and, you know, eventually

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make your way to California at a very
young age from them, allowing you to

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work at the skate shop when you were 14.
So you can make enough money to go to

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California so you could be amongst the
best to showcase your skills that you

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were developing in Ohio, basically out
in the middle of nowhere, you know?

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Yeah. So tell me about so what age. So
I guess after the €12.12 when you

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entered that tournament, is that about
right So 12. When did you move to

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California? I had initially, like a
couple of the guys that were from

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Dayton moved out to San Diego and
started working for this company G and

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s skateboards. And that's who initially
sponsored me. Factory sponsored me at

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14 years old, and so I worked to save
enough money to go out and start

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visiting in San Diego. And then when
those two guys that moved from Dayton

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out there to start that company moved
back and started a new startup

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skateboard company with my serial
entrepreneur mentor that I helped play

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a part in developing and naming at 15.
Right? So now I'm in my first

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experience of watching, like this group
of older mentors come together to form

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a company and then going through the
process of creating the name and seeing

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the logos and watching it come alive,
right? It was this extraordinarily

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thrilling experience, and so now this
is who I turned pro for at 16 years old,

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and for them they knew that, like, Hey,
we need to get this young probe That's

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our star out to California. And so at
the time, you know, I was making as a

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pro skateboarder in Ohio, you know, is
making anywhere from $60 a month to

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like 801 year I made $2 a month. I sold
one board, so they guaranteed me $1000

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a month If I would move to California
and I felt like I hit the lottery. It

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was like, What? I'm out of here, right?
And, you know, you got to think I

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stopped going to high school after my
junior year and went to Europe for the

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world championships and placed fourth.
And so now here I am, 16 years old,

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fresh off of like, man. This guy's like,
top in the world already. We need to

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get him to California. And I had
already quit school and my parents gave

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me the okay. And then I moved out to
California when I was 17. And what was

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the name of that company, by the way?
That they started out of your alien

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workshop. And the reason we call it
Alien Workshop was Dayton, Ohio, is

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where Hangar 18 is. And so we were all
deep into alien conspiracies, and the

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whole idea is that they were re
engineering, UFO technology and Hangar

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18 and little Alien workshops. That's
what led to ultimately creating the

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concept. You know, Remember that brand
that's awesome. And so moved out to

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California at 17. I wasn't landing in
here like you obviously were, You know,

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doing well in your game. You were
fourth and, you know, in Europe and

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everything, how did it feel to landed
17 in California? Where did you have

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connections out here? Were you? I did
right. So, you know, I'm basically

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California was waiting for me, right?
Because it's like, Man, this kid's,

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like, gnarly this this kid from Ohio,
that's like they formed this company

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out there and he's like, this top pro.
So I had been going out there every

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year since I was 14. So I had a ton of
relationships and, you know,

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unfortunately for my mom, she just
hated it. She didn't want me to move.

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She wanted me to finish high school and
then go to college and then moved to

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California. And then, you know, a
fellow pro skateboarder friend of mine,

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sister and all her friends had a house
and they had an extra room. So me and

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another friend moved out and moved in
with her. And my mother was like I told

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her like, Hey, we've got a really cheap
place with these four girls And her

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immediate response was like, Oh, my God,
you're going to get AIDS right? And

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it's like, What? Like that's how
paranoid my mother was, just like what

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her 17 year old's life would be by
moving in with four girls. But look, I

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got out here and flourished, right? And
then what do you do when you're young,

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hot pro and the skateboarding game? And
now you're in Southern California, You

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get prospect by all the top companies,
right? So we were a startup in Ohio. So

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now all the top companies are coming at
me, making me offers which essentially,

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now gave me an opportunity to
renegotiate with those guys. And I went

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from getting 1000 a month to 2500 month,
and now I was rich. Yeah, man, I was

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rich and, you know, look at that same
time. You know, I had watched all these

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guys build companies and so I had first
thing I did when I when I moved out

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there was connect with a Southern
California manufacturer and pitched

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them The idea of building a company of
the skateboard trucks and I said I

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would put together the entire team and
concept and bring it to market. So in

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that first year, it was the very first
time that by myself now I put together

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all of the parts as it was related to
both naming, designing, manufacturing

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and team and marketing and everything
all this one and launched a Ryan

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aluminum. And that first year that I
got out there, remember that brand, too.

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So how did progress from there? Give me
the story. You're now 18. You know,

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you're you're you're suffering with
learning about taxes and all these

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other complexities like you're you know,
it's like, you know, I got hit with,

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like, you know, $500 an ATM fees
because I got the cheapest account that

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charged me, like $5 a transaction in my
local 7 11. I get $20 at a time, you

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know, you know, I got roped into buying
a brand new Honda Civic when I went

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there. Just to look at it was I had
huge buyer's remorse, like Oh, my God,

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I shouldn't be buying a brand new car,
just sort of this life and evolution

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while having a ton of fun, right? And I
think right right in that era was, you

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know, I had road for drawers, clothing
and drawers. Clothing was developing a

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footwear brand called DC Shoes, right?
And so the entire concept was Hey, all

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the skaters wear Nikes and everything
when they're not skating and skate

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shoes are these big, puffy, clunky,
really hard, very uncomfortable pieces

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of footwear. Like what if we make an
athletic escaped footwear brand, right?

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And so they asked me if I would be the
the first street signature pro and

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design a shoe. So it became my first
opportunity to design a shoe, which was

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this extraordinarily thrilling thing,
right? And in hindsight, it was also a

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beautiful look at what founder market
fit looks like, right when you have

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great operators in a pre existing
market and they see an opportunity,

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then what white space looks like. They
said, Hey, this is what all the other

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footwear it looks like if we make an
athletic version right, like this

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beautiful thing, and then I designed
the very first athletic skate footwear

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and launched D. C. And it exploded
overnight, right? And it was one of

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those things where, you know, when you
look at all of those parts as it

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relates to what makes a start up
success for our adventure successful,

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they had so many of them right, so many
unfair advantages. And then they piled

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white space and great product design
and unique value proposition in the

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market. That's why it exploded
overnight. And now I went from making

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you know 50 you know, 40 $50,000 a year
to now. All of a sudden I'm making

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200,000 year, right? And now you are.
Wow, I'm really rich. I'm gonna buy

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myself an Audi, right? So it's like
that with another huge, huge transition

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of development in that phase because it
was like, another thing again that I

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was a part of creating and being a part
of it at the early stage, and it works

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again. So now I'm just It's I'm being I
was raised by entrepreneur wolves,

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right? And then everything that I would
start with just work, right, and and in

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hindsight, it was because I was had so
much leverage inside a particular

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market, but at the time, I just looked
at. I'm just an amazing business guy

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who knows right heels together. You
stuck with what you knew, too, though,

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and that's that's where I think a lot
of people go astray as they go into an

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industry that has nothing to do with
their experience or what they know what

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they're accesses and you everything you
launched with very, very directly and

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what you do and where you had access.
And so then what happens next? In the

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story, I decided to launch a record
label because, of course, like now I

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got all this money and I'm the business
guy Start. I launched a retail store, a

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record label. All these things that are
now where am I at? I'm drifting in deep

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waters of industries. I don't know
anything about like I you know. And it

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was this brutal awakening and painful
period where I was trying to do all of

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these companies because I wanted to get
out of skateboarding and do something

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beyond skateboarding right, which I
think a lot of especially people that

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have great experience in the market
tend to get jaded by it and don't see

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the opportunity and want to use the
skills they developed in a what seems

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to be an easier, better, greener
pasture market to develop in right. And

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And I spent a lot of years wasting a
ton of that money, trying all of these

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different ventures that again we're not
within sort of the wheelhouse and the

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expertise that I had, including letting
my career began to slip, because now

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I'm skateboarding less and I'm doing
more. I'm doing all this business. And

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now that it's taking up all this time
and energy and not working, and now

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it's like making my skateboarding
suffer, which I hit a significant

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crossroads at 25 years old. When D. C
said, Hey, we think you're done right

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and it's like, Oh my God, So now they
say, Hey, we think your best years are

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behind You were willing to give you one
more contract and then you should come

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here and be a shoe designer and you
know, he looked me the Ken Block, the

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founder and CEO of D. C at the time.
Look me straight in the eye and he said,

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Wouldn't you be happy if you just had a
condo and an Audi in the garage and

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that you had a job here designing shoes?
And I just said, Listen to me, it's No,

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I wouldn't. In two years from now, I'm
going to be a completely different

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human being. Mark my words like, I'm
not going to even say what I'm going to

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do. I'm just going to go and do it. And
it was this remarkable turning point

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that that really sent my sort of
personal growth trajectory and

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ultimately my continual evolution and
growth directory on the upward from

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that point forward, you know? And so
what was that was just like, I'm not

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going to get distracted. And what was
that? Look, Look, the first thing I did

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was find the great Dr George Pratt in
the Yellow Pages. He was a

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hypnotherapist that worked with
different pro athletes, and he was at a

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scripts. La Hoya. Right. So I went down
and did a session. He did all these

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tests on me. He's like, your
subconscious doesn't believe you were

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meant to be successful. And so all he
did was all we did was hypnotherapy on

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my subconscious that at my subconscious
level, I believe that I was meant to be

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successful and lights out. I never
looked back right. And as it relates to

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D. C, I then read Ed, I got rid of
everything that wasn't skateboarding.

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Focus rededicated my entire all my
energy into skateboarding itself and

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then only business and skateboarding,
primarily becoming a designer for them

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at the same time. But I ended up, you
know, I went from you should retire the

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top 10 in the world. And then I started.
I did a deal with them at that time of

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allow me to go through the same process
as the designers. But if they picked my

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shoes of sales picks my shoe, I get a
royalty off of it. And they were like,

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Sure, so they would do design briefs
right? And all the designers got to

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present, and I would go to these
meetings just the pro skateboarder

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razzle dazzle I would. I did these
insane presentations and concepts

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around all my shoes, and at one point
in D. C, I had a third of the entire

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line and it was getting paid a royalty
on, like, 30 shoes and when they

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eventually got acquired by quicksilver
Quiksilver is like, Why are you paying

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this one pro skater Like all this money
off of all of these shoes, they're like,

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Ah, he just made this by deal with us
that we just We just figured to be a

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couple of shoes. But sales ended up
picking all of his shoes, right? So

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that was another major milestone of
like Now you completely revamped your

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career. And now you're making even more
money because you have landed Now, in

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this sort of your relationship with the
CEO of the skill set that you developed

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from a design standpoint in your
ability to create, create a deals where

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you saw an opportunity for scale if you
found success but still made a

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plausible deal to get executed before
that, right? And that was sort of the

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first time that happened. Did you still
have a Ryan running around the women?

248
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So since it was fully operating, it was
being done easily without me, right?

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Really? Like it wasn't like I had to
run it since we had a manufacturer and

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operator distributor. At that point, I
was just overseeing sort of marketing

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concepts without having to run it. So
you kept that going, you and you

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started out. Really? When you first got
to California, you said like a year in

253
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You kept that running you both kind of
that side business and then did the d c

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d. O. Which seems to be the most
lucrative one at the time. And so when

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they sold did that in your contractor,
they keep it going. So, really, when

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When they sold, they gave me a big
portion of the payout, which was super

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thoughtful, right? Because of how
instrumental I was. So again, another.

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In that year when they were acquired, I
had my mega royalty checks. Then my

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payout from the acquisition. Now I'm
really rich and so to me, like at that

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point, I'm like, Man, I've peaked.
There's no way I just got so lucky,

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Like there is no way I am ever going to
make more money than this. So at that

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point, I want to say I was probably 28
probably 28 29 like like late late late

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twenties. But you got to see, like at
the end of that two year contract. I

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was like, I'm only going to sign a two
year deal because I'm going to be so

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much bigger and better every two years,
right in the next two year deal at the

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end of the next two year deal. You know,
I was desperate because, you know, I

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had peaked on my potential as a pro
skateboarder, and I was not that good,

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right? And so now D. C had become this
elite professional team, and we were

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putting together the D. C video. So now
the pressure was on for me to perform

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in this video against this team of
elite pro vert skaters and street

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skaters, and I just didn't compare. So
in order to compensate for my skill

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level, I came up with a concept of
writing a skit that I'm going to get a

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security guard to come with me when I
go streetscape to deal with security

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guards. Right? And that's what led to
meeting, you know, just a straight. We

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call the local security agency in San
Diego, California, and say, Hey, we're

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looking for like, a really big, like,
intimidating but lovable security guard.

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They're like, Oh, we got the perfect
guy for you. And when me and big black

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men for the first time, we met for the
first time to shoot a portion of the D.

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C skin. And then we were just We were
just going, like, straight out the gate.

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But it was like kindred spirits, like
straight away. And then that d C video

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came out and that just blew up, right?
It made d C so big it blew up me and

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big Black. It was like we were this,
like, crazy duo that, like everyone was

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like, Oh, this is amazing, you know?
And it eventually led to Jeff Tremaine

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and Ruben Fleischer, who, actually
Ruben Fleischer connecting with Jeff

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Tremaine to be like you got You should
do a show around these two, right? And

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that even at the time, I was like, Man,
I don't have time to do something to

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show like I'm so busy doing all this
footwear stuff now. And I got all this

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money like, I want to build all this
stuff, you know, like and so once we

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spoke with them, we just and we shot a
couple, not pilot, but just scenes test

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scenes like we decided. All right,
let's go for it, you know, And we took

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it into MTV. And when we pitched my
sort of background and everything that

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I was doing and all of that stuff and
then I sort of led the pitch overall

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and I brought in the song People, let
me tell you about my best friend, right?

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And I got the name of the show was best
friends, but they didn't like that

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right? They decided they would buy the
show, but they wanted it to be called

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Rob Deer Decks rules the success, and
six and rule number one is always

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surround yourself with great people.
And Big Black was the first episode,

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right? And it's like, Man, we just knew
it was off, right? And we're like, but

299
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whatever, if this is what it is, right,
like like in my mind, it's like I

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oversold myself in there because now
they're like, Man, you created all this.

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This is like, this is your world, like,
you know what I mean, like, and we

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ended up shooting the pilot, and it
just did not work. And luckily, a guy

303
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named Shane Nickerson who had been the
story editor on the Nick and Jessica

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Show. The Newlywed Show came in and was
cleaned it up. It was like, No, this

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show is about them And he really shaped
that pilot into Robin Big, which

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obviously this changed my life on
dramatic dramatic trajectory into the

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mainstream, you know? But I had saw
what had happened with Bam's product I

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had saw because of him being on Jackass
in the amount of product that he was

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selling through retail of his boards
and his footwear and all this stuff,

310
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even though, like he wasn't even like a
regular top skater, right? It just gave

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me pause before I launched the show and
I went out and did a deal. I started

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another apparel company, founded it
with a friend in Venice and eventually

313
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called rogue status that Travis Travis
Barker came on and partnered with us. I

314
00:23:21.150 --> 00:23:26.010
renegotiated my royalties for my
signature boards. I took half my salary

315
00:23:26.010 --> 00:23:32.260
for double the royalty, so I went from
$2 royalty to a $5 royalty. And then,

316
00:23:32.270 --> 00:23:35.970
to appease Quicksilver in the
acquisition, I said, Hey, look, I will

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stop since I'm not getting to design
anymore. Shoes. I want now a 10%

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royalty. And I want to pick these three.
It was like the three best sellers. I

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00:23:44.820 --> 00:23:48.570
want my version of these, and they were
like, Great, You know what I mean? Like

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Great. So I was able to renegotiate all
of my royalty deals, including just

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anticipating that if this thing works
like it does with band, like, that's

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where I'm going to make the money. And,
you know, it came out and blew up

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overnight, right? And then literally
all of my signature product blew up

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right with it. It works dead. Dead on
cute. Now, again, we're talking lucky

325
00:24:12.780 --> 00:24:16.050
here. You know what I'm saying? You
know what I will say? The forest sites

326
00:24:16.060 --> 00:24:21.250
using position. Yeah, man, the magic
happens, right? Like you're creative

327
00:24:21.250 --> 00:24:27.070
enough. You see where the actual
science of the opportunity is then? Boy,

328
00:24:27.070 --> 00:24:30.800
you go and get lucky too, You know,
it's the level of optimism. You thought

329
00:24:30.810 --> 00:24:34.350
a lot of people think like Yeah, it
might not work. So we'll see. You

330
00:24:34.350 --> 00:24:37.580
thought Well, no, But what if it does?
And you went and acted on the

331
00:24:37.580 --> 00:24:41.890
hypothetical of like, if this goes big.
What do I need to do to make sure that

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I'm super prepared for that? And I
think that's definitely the lesson

333
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there is. Like what? You know, Let's be
optimists. Like what? What? What

334
00:24:47.750 --> 00:24:50.950
happens if everything goes amazingly,
which it did? What should I do to

335
00:24:50.950 --> 00:24:54.770
prepare for that? And you did. And
you're being exponentially more

336
00:24:54.770 --> 00:24:58.290
successful for you, regardless of the
show being successful because you set

337
00:24:58.290 --> 00:25:01.100
all this up. So that's awesome. And
I've heard that story third party

338
00:25:01.100 --> 00:25:04.190
before, but its quota here at a value
actually running and did that I've

339
00:25:04.190 --> 00:25:07.680
heard part of your brilliance was I'm
gonna have this platform. How do I

340
00:25:07.680 --> 00:25:11.310
leverage that? Beyond that, how do I
take a reality show and not just make

341
00:25:11.310 --> 00:25:15.600
money being on a reality show but, like,
prepare ahead of time? So I took it to

342
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the complete next level with Finished
Factory because with Fantasy Factory

343
00:25:20.440 --> 00:25:26.080
and now, like I understood that I own
the media platforms. So when I

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renegotiate when I negotiated to do my
own show, I only would do the deal if

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00:25:32.530 --> 00:25:37.860
they gave me my immigration rights to
the media. And so they were like They

346
00:25:37.870 --> 00:25:40.970
just wanted me to do another show
because once Robin Big ended, they just

347
00:25:40.970 --> 00:25:44.050
wanted me to do another show. And I had
actually, at the time. You know, I read

348
00:25:44.050 --> 00:25:47.790
an article with Vinny DiBona about
America's Funniest Home Videos global

349
00:25:47.790 --> 00:25:52.030
syndication business, and I'm like, I'm
going to make the cool version of that

350
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And they pitched that to them. And they
bought that at the same time that they

351
00:25:56.370 --> 00:26:01.870
wanted me to do a reality show. And
they had offered me 35,000 episode to

352
00:26:01.870 --> 00:26:07.910
do ridiculousness but offered me
125,000 episode to do Fantasy Factory.

353
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And I didn't like the idea of doing
another reality show because I didn't

354
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want it to be compared to Robin. Big
and like, I hated, like filming in my

355
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house and so hard to shoot reality
where the reason I love the idea of

356
00:26:21.090 --> 00:26:24.760
ridiculousness and wrote the concept so
I could shoot it on a studio right, you

357
00:26:24.760 --> 00:26:27.760
know, just decided they wanted to do
both of them. But rather than go

358
00:26:27.760 --> 00:26:31.770
through the pain of doing both at the
same time, I went to fantasy factory

359
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route and again only would do it if
they gave me the integration rights.

360
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And so then I built the show around
integration. So it's just a giant

361
00:26:39.840 --> 00:26:43.920
warehouse that is my office. That's the
fantasy factory and all of my people

362
00:26:43.920 --> 00:26:47.680
around me that that managed my
businesses. And then I used it as a

363
00:26:47.680 --> 00:26:51.930
platform to integrate all of my
products, all of my partnerships. And

364
00:26:51.930 --> 00:26:56.980
then I went and sold deals to Chevy and
Microsoft and Carl's Jr and all of

365
00:26:56.980 --> 00:27:00.530
these different brands to create
concepts and write them into my own

366
00:27:00.530 --> 00:27:04.600
show. And then I got all of the money
from it, right and drove them crazy.

367
00:27:04.610 --> 00:27:07.940
Drove them crazy because like, how did
this even happen? How is this guy doing

368
00:27:07.940 --> 00:27:11.840
a deal with Chevy? Like we're not even
getting an ad by here, right? Like, but

369
00:27:11.840 --> 00:27:16.600
that was again. It was really the
person that really killed that once and

370
00:27:16.600 --> 00:27:20.320
for all. And the reality T V game was
Bethany Frankel and what had kind of

371
00:27:20.320 --> 00:27:23.640
happened to Skinny Girl that was like
the first time that a grand was sort of

372
00:27:23.640 --> 00:27:27.690
built where it was like enough enough.
But since I wasn't just a reality show,

373
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but my business what the show was about.
My business is it was organically

374
00:27:32.110 --> 00:27:35.860
integrated and they couldn't like do
anything about the deal after it was

375
00:27:35.860 --> 00:27:39.590
signed. But now, after her deal kind of
broke it all, and then there's just

376
00:27:39.590 --> 00:27:45.060
literally nobody gives up any rights of
their media on at any level anywhere at

377
00:27:45.060 --> 00:27:49.850
this point. Right? So But to me again,
I had the foresight solid again. Saw

378
00:27:49.850 --> 00:27:53.480
what happened there. What's the one
area that I'm missing? Okay, No, Like

379
00:27:53.490 --> 00:27:58.950
actually, owning the media is what I'm
missing. And just, you know, despite

380
00:27:58.950 --> 00:28:02.780
getting on top of getting paid all that
money on top of driving this massive

381
00:28:02.780 --> 00:28:06.470
royalty and now having all of this
product selling and selling by the

382
00:28:06.470 --> 00:28:10.870
boatloads, then I'm doing all these big
corporate integration deals. And, you

383
00:28:10.870 --> 00:28:15.190
know, in that time I launched street
league I wrote and produced the first

384
00:28:15.200 --> 00:28:18.390
skateboarding feature film and financed
it and launched that through the

385
00:28:18.390 --> 00:28:22.910
platform like I was just using it to
launch concept after concept, business

386
00:28:22.910 --> 00:28:28.040
after business and really using the
platform to begin to sort of transfer

387
00:28:28.040 --> 00:28:33.060
to more of a business entrepreneur
brand, if you will, you know, and what

388
00:28:33.060 --> 00:28:35.780
ended up being like the biggest success
out of that in terms of what you

389
00:28:35.780 --> 00:28:38.360
launched through the fantasy factory
and through that, shall we? Obviously,

390
00:28:38.360 --> 00:28:42.150
endorsements are great. But where did
you land? Look, you know, when you step

391
00:28:42.150 --> 00:28:47.370
back and look at it all, none of the
actual businesses ever worked, right?

392
00:28:47.380 --> 00:28:53.360
And therein lied this incredibly
difficult truth, right? Because now, on

393
00:28:53.370 --> 00:28:58.090
this so called serial entrepreneur that
has this platform and multi should keep

394
00:28:58.090 --> 00:29:02.080
in mind, I went on and started shooting
ridiculousness. I had wild grinders,

395
00:29:02.090 --> 00:29:08.480
cartoon and toy on Nickelodeon. I had
multiple brands like Ivy I wear, like

396
00:29:08.490 --> 00:29:11.360
all of my students. But I was like,
just doing thing after thing like,

397
00:29:11.360 --> 00:29:14.650
launched the league. All of these
things, like all the movie, didn't make

398
00:29:14.650 --> 00:29:18.340
any money. My league was break even
although it was like had the huge

399
00:29:18.340 --> 00:29:22.190
potential wild grinders, my cartoon.
And despite having a deal with Mattel

400
00:29:22.190 --> 00:29:26.580
and and Nickelodeon, I never made any
money. I was faced at the end of that

401
00:29:26.590 --> 00:29:31.030
of you know, what type of business
person are you? How come you don't have

402
00:29:31.040 --> 00:29:35.930
a million things that are working? And
it was it was through is a culmination

403
00:29:35.930 --> 00:29:41.160
of events that led to an investment
group looking at my entire business to

404
00:29:41.160 --> 00:29:46.660
do a 3 60 deal with me and really seem
that like, man, this is just basically,

405
00:29:46.670 --> 00:29:50.670
you know, a really smart guy that built
a television show and that has all

406
00:29:50.670 --> 00:29:54.430
these endorsement and partnerships
through it. But there's not a lot of

407
00:29:54.430 --> 00:29:59.290
creative value in there outside of him,
right? And that's what really. It was

408
00:29:59.290 --> 00:30:04.660
this horrifically eye opening
experience that made me realize that

409
00:30:04.660 --> 00:30:09.910
like you need to take the time and you
have to learn money, you have to learn

410
00:30:09.910 --> 00:30:15.450
the business and how creating a great
business actually works. And I went on

411
00:30:15.450 --> 00:30:20.420
this huge journey of hiring multiple
consultants in different groups to

412
00:30:20.420 --> 00:30:25.400
basically teach me how to look at a
business holistically and every single

413
00:30:25.400 --> 00:30:30.020
moving part. And then I eventually went
to learn how to design a business

414
00:30:30.020 --> 00:30:35.060
completely and be able to understand it
completely. Where before I only knew it

415
00:30:35.060 --> 00:30:39.210
through the lens of product and
marketing, you know? Yeah, that makes

416
00:30:39.210 --> 00:30:42.860
sense. And so give me the progression
from there you have all these shows

417
00:30:42.860 --> 00:30:46.970
going, etcetera. What happened next.
What was next for you? As I was getting

418
00:30:46.970 --> 00:30:51.310
older at that point to write your kind
of faced with this, like idea of like,

419
00:30:51.310 --> 00:30:55.680
you've been working so hard. You have
this insane work ethic and will and you

420
00:30:55.680 --> 00:30:59.490
keep expecting one of these things that
you're doing to be the thing that

421
00:30:59.490 --> 00:31:04.230
changes your life, right? And I think
in that period, I was looking for a

422
00:31:04.230 --> 00:31:08.180
consultant, and I found a book called
Start at the End, and it was a business

423
00:31:08.180 --> 00:31:11.240
book that basically said, Hey, it
doesn't matter what business you're

424
00:31:11.240 --> 00:31:15.760
trying to start like You need to have
an understanding of why you're starting.

425
00:31:15.760 --> 00:31:20.480
And what does the end outcome look like?
And for, if that's for hey, I wanna

426
00:31:20.490 --> 00:31:24.280
build this company for five years and
sell it, okay? Figure out how much you

427
00:31:24.280 --> 00:31:27.830
want to sell it for and build a plan
backwards of how you get there. Okay? I

428
00:31:27.830 --> 00:31:33.220
just want to, you know, do this
business and it's my my way of living.

429
00:31:33.220 --> 00:31:36.780
And I want to just have the profit at
the end of every year, right? Like you

430
00:31:36.780 --> 00:31:40.750
have to design it. But what really hit
me was like, No, you have to design

431
00:31:40.760 --> 00:31:46.400
your life, you know? But when I applied
the idea of started the end to my life.

432
00:31:46.410 --> 00:31:51.330
What type of life do you want? It
became this extraordinarily eye opening

433
00:31:51.330 --> 00:31:56.510
experience right where I started to
begin to look at my entire life as

434
00:31:56.510 --> 00:32:01.540
these sort of interconnected parts that
I needed to put a plan to each of them

435
00:32:01.550 --> 00:32:06.320
and no longer looking at, like business
and life separately. But looking at

436
00:32:06.320 --> 00:32:11.090
them holistically. What do you actually
love to do? What do you enjoy doing the

437
00:32:11.090 --> 00:32:14.460
most? What do you best at? What do you
need to learn? And then what do you

438
00:32:14.460 --> 00:32:18.420
actually, how do you actually want to
live? I realized money for me was

439
00:32:18.420 --> 00:32:23.160
actually lifestyle, right? And then a
lot of times I would create things that

440
00:32:23.160 --> 00:32:27.350
became burdens and and work for me of
things I didn't even like to do. And

441
00:32:27.350 --> 00:32:31.840
that was basically the genesis for
creating the deer deck machine because

442
00:32:31.840 --> 00:32:36.450
I realized, like, you know, I'm not. I
love to co found businesses and create

443
00:32:36.450 --> 00:32:41.110
them, but I don't like to operate that
right. Like I love being in the

444
00:32:41.110 --> 00:32:46.720
creative side and businesses are only
fun when they were right. So it's like

445
00:32:46.730 --> 00:32:51.830
I need to create a system to protect me
from me. And then furthermore, it was

446
00:32:51.830 --> 00:32:55.180
like, How do you want to live? What do
you want your life to be like? You know,

447
00:32:55.180 --> 00:32:58.960
like, are you the person that will
attract you, want to get married and

448
00:32:58.960 --> 00:33:02.620
have kids? But are you even living the
way or the person that would attract

449
00:33:02.620 --> 00:33:07.760
the person you want to spend your life
with? And that's really how I truly

450
00:33:07.760 --> 00:33:13.400
changed who I was and designed who I
wanted to become. And then the magic

451
00:33:13.400 --> 00:33:17.400
started to happen, right? So now you
you know, you meet your wife, you know,

452
00:33:17.400 --> 00:33:21.720
six months after that, like now you're
gaining all this clarity and all these

453
00:33:21.720 --> 00:33:25.870
people are coming into your life that
are amplifying this sort of mission

454
00:33:25.870 --> 00:33:30.340
that you have to create this whole life.
You're now directed your

455
00:33:30.350 --> 00:33:36.010
entrepreneurial passion towards venture
creation, where you get to live in the

456
00:33:36.010 --> 00:33:40.000
way that you love to do it the most.
But you do with partners that you can

457
00:33:40.000 --> 00:33:44.040
vet that they can go and operate it.
And you helped created advise. All of

458
00:33:44.040 --> 00:33:47.880
it was really coming together as it
relates to my time and energy and

459
00:33:47.880 --> 00:33:52.420
balance. And then a portion of that was,
you know, a transition from fantasy

460
00:33:52.420 --> 00:33:57.960
factory to doing ridiculousness only,
but I still wanted to transition out of

461
00:33:57.960 --> 00:34:03.440
television. You know, 39 years old. I
was like, Man, I can't be on MTV at 40.

462
00:34:03.450 --> 00:34:08.090
It's crazy, right? And, you know, it
was like, you know, I'm Kurt Loder out

463
00:34:08.090 --> 00:34:13.340
here, right? But as I developed my
system of how to create and build sell

464
00:34:13.340 --> 00:34:18.889
businesses, I saw that my actual real
opportunity and quickest path to do

465
00:34:18.889 --> 00:34:21.630
this right because I set a goal for
myself. I want to create a billion

466
00:34:21.630 --> 00:34:27.699
dollars in liquidity by building 30 to
50 companies and through concept to

467
00:34:27.699 --> 00:34:32.850
acquisition and making 15 to 30 mil off
of each. Right. That's how I would get

468
00:34:32.850 --> 00:34:36.159
to a billion dollars in liquidity. And
okay, I've never sold, built and sold

469
00:34:36.159 --> 00:34:39.699
the company by myself up to that point,
right? I have been through the d. C

470
00:34:39.699 --> 00:34:43.130
transaction, but at the end of the day,
I was like, you know, more product

471
00:34:43.130 --> 00:34:47.929
marketing and and skateboarder for it
as opposed to understanding the process

472
00:34:47.929 --> 00:34:52.620
for how that occurred. And so now I've
taught myself all aspects of of what it

473
00:34:52.620 --> 00:34:56.980
means to create a valued asset of value
and and how you identify who

474
00:34:56.980 --> 00:35:01.420
potentially could buy it and all these
sort of things that relates to building

475
00:35:01.420 --> 00:35:06.130
a business to be acquired. Where's my
opportunity? Television, Right. So the

476
00:35:06.130 --> 00:35:10.280
first thing that I did was build the
production company through the system

477
00:35:10.290 --> 00:35:14.400
and the most you know, I went to the
bankers. I had actually met with the

478
00:35:14.400 --> 00:35:17.950
guy who sold his company for 150
million. So how did you do it? He's

479
00:35:17.950 --> 00:35:20.960
like, I wish I would have talked to
these bankers and they would help me. I

480
00:35:20.960 --> 00:35:23.670
would have got so much more out of it
if I, to understand how to structure it

481
00:35:23.670 --> 00:35:26.730
properly, went to these bankers, said,
Hey, this is what I want to do. I want

482
00:35:26.730 --> 00:35:29.150
to build this thing to sell it for
three years. They're like, Whoa, I mean,

483
00:35:29.150 --> 00:35:33.450
we're not. We can manage the
transaction, but we can't like we can't

484
00:35:33.450 --> 00:35:36.660
run it for you. So then I went out and
and one of The guys that worked for me

485
00:35:36.660 --> 00:35:40.240
is like, Hey, I got a friend that was
the operator of a production company

486
00:35:40.240 --> 00:35:43.490
that just got built and sold. You
should talk to him, brought him in. So

487
00:35:43.490 --> 00:35:46.880
now we had a guy that just went through
it, who could operate the business. And

488
00:35:46.880 --> 00:35:51.590
then now it was on me to go out and get
the revenue. And then I just went out,

489
00:35:51.590 --> 00:35:56.230
sold show after show, did a deal with
MTV to extend ridiculousness and be

490
00:35:56.230 --> 00:36:00.300
able to own our production and then
built the company and sold the company

491
00:36:00.300 --> 00:36:06.750
in three years. Right? So it changed
the lens from, like, what? The purpose

492
00:36:06.750 --> 00:36:11.150
of TV came for me, right? It was like
meant, like TV actually becomes this

493
00:36:11.150 --> 00:36:16.100
extraordinary means to an end of and
your first opportunity to use your

494
00:36:16.100 --> 00:36:20.080
system and principles to build and sell
a company. Now what happened along the

495
00:36:20.080 --> 00:36:25.400
way is the show had this mega
resurgence, and since I owned and

496
00:36:25.400 --> 00:36:30.110
controlled the entire business, I
negotiated the unit economics of the

497
00:36:30.120 --> 00:36:35.770
actual show with the head of the
network to negotiate a deal to go from

498
00:36:35.770 --> 00:36:41.550
getting 30 episodes ordered at a time
to 186 and then took that to market

499
00:36:41.560 --> 00:36:46.670
like, Hey, not only do we have this
massive revenue and profits, but then

500
00:36:46.680 --> 00:36:51.640
we have these big orders and sold the
company. And then when those big orders

501
00:36:51.640 --> 00:36:55.700
came out right and we're in the middle
of the urn out, they started airing it

502
00:36:55.700 --> 00:37:01.450
way more and buy them airing it way
more. It, like exploded, right. And now

503
00:37:01.450 --> 00:37:06.040
it had this second crazy resurgence.
Then the pandemic hit. Then it had this,

504
00:37:06.040 --> 00:37:11.400
like psycho resurgence, which now I
just signed a deal. Even though I'm at

505
00:37:11.400 --> 00:37:16.110
46 right now. And I said, I said, Bro,
I gotta call. He's like he's like, I'll

506
00:37:16.110 --> 00:37:19.940
do as many as you want and I'm like,
Dude, I gotta I gotta get off this now

507
00:37:19.950 --> 00:37:27.500
I got to be off by 50. So our last deal
was to shoot 500 episodes 250 over this

508
00:37:27.500 --> 00:37:32.020
year and the next year so that I can
and that's my like, Hey, my 1000

509
00:37:32.020 --> 00:37:37.360
episodes of ridiculousness. 30 seasons
like I'm out right, which all of that

510
00:37:37.360 --> 00:37:42.970
that scale, that incredible luck, that
magic of, like wow only was possible

511
00:37:42.980 --> 00:37:47.660
because I I now controlled and
understood the business and the value

512
00:37:47.660 --> 00:37:53.360
that the actual so created for the
network in negotiated on the unit

513
00:37:53.360 --> 00:37:58.380
economics with the network then reduced
our budget in order to deliver. They

514
00:37:58.380 --> 00:38:02.610
made a bigger order, then got lucky.
And it took this other pot which again

515
00:38:02.610 --> 00:38:06.600
created, you know, makes my urn out
psychotic. Then I get all the talent

516
00:38:06.600 --> 00:38:11.570
money with it, and that one single
first deal in my system essentially

517
00:38:11.570 --> 00:38:17.010
funds my entire vision for the machine
into the complete future. And in that

518
00:38:17.010 --> 00:38:21.300
first year, I launched it. You know, I
built 12 companies, right, and I used

519
00:38:21.310 --> 00:38:26.740
all outsource resources and and great
co founders and learn so much right

520
00:38:26.740 --> 00:38:34.230
like and most of the pain of what I
consider my 2016 17 year vintage of

521
00:38:34.230 --> 00:38:39.050
companies was founder. Market fit
almost exclusively right. It was under

522
00:38:39.050 --> 00:38:44.670
capitalist, founder and poor founder.
Market fit was almost like, identical

523
00:38:44.670 --> 00:38:47.910
all the way. I was still blind in that
aspect, right? I was still looking at

524
00:38:47.910 --> 00:38:52.970
business in a brand and business right?
You're creative and marketing and all

525
00:38:52.970 --> 00:38:57.430
this and then your operations and
finance But really, it's how they all

526
00:38:57.440 --> 00:39:01.860
integrate. And it's it's brand and
product and owned media marketing,

527
00:39:01.860 --> 00:39:06.660
sales, Operation finance and then the
knowledge. The management team that has

528
00:39:06.660 --> 00:39:10.710
knowledge and all seven of these core
capabilities to actually operate a

529
00:39:10.710 --> 00:39:15.070
business. Because if you're missing one,
you're in trouble, right? And it was

530
00:39:15.080 --> 00:39:17.790
one of the bigger breakthroughs,
despite having you know, an

531
00:39:17.790 --> 00:39:22.230
extraordinary amount of success. And
and that sort of zone where, you know,

532
00:39:22.240 --> 00:39:26.140
made by science was a Green House
encapsulation that these kids had

533
00:39:26.140 --> 00:39:29.960
created. They wanted to make chewable
alcohol, but they made chemistry

534
00:39:29.960 --> 00:39:34.560
holdings for regular pharmaceutical and
vitamins and stuff like that and then

535
00:39:34.560 --> 00:39:39.090
made by science for cannabis
application sold, never made a product

536
00:39:39.090 --> 00:39:43.390
sold out for 160 million, merged with
Cure Pharmaceuticals with chemistry. A

537
00:39:43.400 --> 00:39:47.060
little over $300 million market cap at
that time, like you know, built and

538
00:39:47.060 --> 00:39:50.240
sold the production company part of the
production company deal. They acquired

539
00:39:50.240 --> 00:39:55.720
my league at the same time, and then I
had built a travel website called Where

540
00:39:55.720 --> 00:40:00.100
to that same sort of vintage air that
got acquired last year, right? And then

541
00:40:00.110 --> 00:40:04.620
our heroes in that are outstanding
foods and pig out pig was pork ground

542
00:40:04.620 --> 00:40:08.240
and piglets. Bacon Shit. You know when
when I met Bill Glazer, whose my

543
00:40:08.240 --> 00:40:12.020
Duterte archetype like the ultimate co
founder, you know, they had this

544
00:40:12.020 --> 00:40:18.010
incredible, innovative vegan bacon trip.
The name of the company was fresh soul.

545
00:40:18.010 --> 00:40:21.200
You know what I'm like, bro? I want to
do this with you. But let's make let's

546
00:40:21.200 --> 00:40:25.780
be aggressive. Like this Entire space
is so, so vanilla. It's like Hampton

547
00:40:25.780 --> 00:40:29.570
Creek in, like, you know, it's all this
stuff And he came at me one day with,

548
00:40:29.570 --> 00:40:34.060
like, what do you think about pig out?
And it was like, Whoa, I don't know,

549
00:40:34.060 --> 00:40:37.380
it's aggressive and it's like, man,
then we could do The tip of the spear

550
00:40:37.390 --> 00:40:42.840
is taste so the parent company could be
outstanding and pig out for no pig.

551
00:40:42.840 --> 00:40:46.110
Then we can go to chicken out and stake
out and all these different things. You

552
00:40:46.110 --> 00:40:50.090
know, we just close the $10 million
growth around 100 million valuation

553
00:40:50.090 --> 00:40:54.750
last week, right? Like the exponential
growth of sort of that business right

554
00:40:54.760 --> 00:40:59.090
in that short amount of time and then
began to apply this new system where I

555
00:40:59.090 --> 00:41:03.510
created what I call the machine method,
which is now this much more

556
00:41:03.510 --> 00:41:08.290
sophisticated way of bringing products
to market. And then we build Luso Cloud

557
00:41:08.290 --> 00:41:12.400
that we just launched, which is our
footwear, our comfort footwear brand.

558
00:41:12.410 --> 00:41:19.850
Uh, think about it. Yeah, and here's
the depth of we we really looked at. We

559
00:41:19.850 --> 00:41:23.570
connected with John Bushemi is a
legendary footwear designer for the

560
00:41:23.570 --> 00:41:28.750
marketing for like, three years, right?
So? So he was leaving Bushemi, and then

561
00:41:28.750 --> 00:41:33.420
we're like, Hey, let's build a slide
company right? And then, like when we

562
00:41:33.420 --> 00:41:37.090
did all the research in our system, it
was like Man like slides are blown out.

563
00:41:37.090 --> 00:41:42.400
But there's this sweet spot for, like,
a hybrid slipper between a Gucci

564
00:41:42.400 --> 00:41:47.240
slipper and a slide for like, 150 bucks.
I'm like it's this dead zone. So then

565
00:41:47.310 --> 00:41:50.940
we set out on like, let's make the most
comfortable slide of all time, right?

566
00:41:50.950 --> 00:41:53.850
But as we were developing the brand and
of course, who do we got? We got a

567
00:41:53.850 --> 00:41:57.950
legendary footwear designer and job
Bushemi who put the whole team together.

568
00:41:57.960 --> 00:42:04.150
But as we were developing the business,
I I saw a stat that showed crocks at $1

569
00:42:04.150 --> 00:42:09.750
billion Uggs at $1.6 billion and
Birkenstocks at 800 million. And I'm

570
00:42:09.750 --> 00:42:14.660
like, Okay, the actual opportunity here
is to to create a comfort brand that

571
00:42:14.660 --> 00:42:19.400
sits right next to those. But it's like
the cute, ugly chick. If all of those

572
00:42:19.400 --> 00:42:23.240
are like just these ugly footwear, how
do you make it still with that design

573
00:42:23.240 --> 00:42:27.570
language? But make it the cute and
let's make a comfort brand. Let's let's

574
00:42:27.570 --> 00:42:32.980
be the apple to the detail of the
comfort space. And it's really again

575
00:42:32.990 --> 00:42:37.550
founder market fit like the right white
space and then the right product in the

576
00:42:37.560 --> 00:42:40.920
with the right opportunity and, you
know, we just launched it and and to

577
00:42:40.930 --> 00:42:45.870
great success straight away, right? But
that is the first time through our

578
00:42:45.870 --> 00:42:51.730
machine method system in our seven core
capabilities and how we actually build

579
00:42:51.730 --> 00:42:56.110
businesses in this much more
sophisticated way. Our first one that

580
00:42:56.110 --> 00:43:00.320
came from that right? And then the
second one is our good mood superfood

581
00:43:00.320 --> 00:43:05.580
mind, right? Our brain food that we
created, which essentially was found a

582
00:43:05.580 --> 00:43:10.210
great founder and CEO and looked at the
market right. He was the CEO of another

583
00:43:10.210 --> 00:43:14.100
consumer goods consumer packaged goods
company. And he presented us with like,

584
00:43:14.100 --> 00:43:18.390
Look, here is the path it's been better
for you. It went to better for you to

585
00:43:18.390 --> 00:43:22.940
functional. And now then to like, you
know, collagen and probiotics and all

586
00:43:22.940 --> 00:43:26.840
this stuff. And look at this emerging
brain health of the tropics and adapted

587
00:43:26.840 --> 00:43:31.780
Jin's It is not landed on a food
platform, right? So it became this

588
00:43:31.780 --> 00:43:35.710
incredibly beautiful opportunity. And
then when we went to develop that brand,

589
00:43:35.720 --> 00:43:39.500
we did it through our system in a much
more sophisticated way, which led, you

590
00:43:39.500 --> 00:43:43.140
know, as I thought Tropic superfood was
the sickest thing I've ever heard. But

591
00:43:43.140 --> 00:43:47.480
we went and tested it and everybody
hated new tropics. It was originally,

592
00:43:47.490 --> 00:43:50.900
you know, we love the name mind, right?
Right. When we build the agency with an

593
00:43:50.900 --> 00:43:54.600
agency, they what do you think about
mind, right shape that things were like,

594
00:43:54.600 --> 00:43:57.840
Damn, that's perfect. It's like that's
cultural. Get your mind right is like a

595
00:43:57.840 --> 00:44:01.670
thing like now this products like a
verb. We made it funny like before. You

596
00:44:01.670 --> 00:44:04.800
break up with your chick, get mind
right before you know we could do all

597
00:44:04.800 --> 00:44:08.650
this stuff, but it was mined, right?
New Tropic superfood with the

598
00:44:08.660 --> 00:44:11.860
unstoppable blend right. We're like,
this is going to be for people like

599
00:44:11.860 --> 00:44:16.040
that are entrepreneurs. Well, when we
tested it, it was actually over index

600
00:44:16.040 --> 00:44:21.580
with female audience and they really
love the idea of happy brain and

601
00:44:21.580 --> 00:44:26.060
thought the greatest benefit was good
mood and they and they love superfood.

602
00:44:26.070 --> 00:44:29.860
And they hated the word new Tropic
almost everybody through every demo.

603
00:44:29.870 --> 00:44:35.670
And we shifted it to this beautiful
like neon packaging and then switched

604
00:44:35.670 --> 00:44:41.260
it from new Tropic superfood, the good
mood superfood. And now it's all of our

605
00:44:41.260 --> 00:44:44.360
marketing to everything that we're
being. It's like it must make you happy.

606
00:44:44.360 --> 00:44:48.230
Every every little ad we make every
instagram it's like the value prop of

607
00:44:48.230 --> 00:44:52.190
what it means to be mined right is in
the way that the product looks the way

608
00:44:52.190 --> 00:44:55.310
that our social looks the way that our
ads should look. Everything should just

609
00:44:55.310 --> 00:45:01.490
put you in a good mood. Right? Is again
the core of like how you get better and

610
00:45:01.490 --> 00:45:08.100
better over time, as you have turned
your personal mastery to curating ideas

611
00:45:08.100 --> 00:45:13.700
and individuals and shaping them in the
successful, sustainable acquire a ble

612
00:45:13.700 --> 00:45:16.860
businesses, you know? And so when are
you coming out with the book? The

613
00:45:16.860 --> 00:45:20.430
machine method? Well, I'll tell you
what, like is the first book that I'm

614
00:45:20.430 --> 00:45:25.130
coming out with us. You are working on
it. But the book I'm coming out with

615
00:45:25.130 --> 00:45:29.800
first is the machine mindset. Right?
Well, I want to show I'm going to show

616
00:45:29.800 --> 00:45:35.410
the system that I created to ultimately
create this extraordinarily happy,

617
00:45:35.410 --> 00:45:40.400
balanced, fulfilling life that is and
how I did it, right, Like that whole

618
00:45:40.400 --> 00:45:44.830
idea of start at the end and then
discovering that that life is your life

619
00:45:44.830 --> 00:45:48.590
is essentially all of these
interconnected systems and that you

620
00:45:48.590 --> 00:45:54.820
actually can design each of them to
work succinctly for you to expand

621
00:45:54.830 --> 00:45:59.260
towards your ideal life, right? And
really, I think that is something that

622
00:45:59.260 --> 00:46:04.530
can impact people pretty significantly.
And it's a new way of thinking as it

623
00:46:04.530 --> 00:46:09.150
relates to personal development and a
more sort of organized, in theory,

624
00:46:09.160 --> 00:46:14.120
right, applicable theory. So that's
going to be the 1st 1st place I put the

625
00:46:14.120 --> 00:46:19.170
book. Then I'll do the business book
behind it. So to ask questions, Brand

626
00:46:19.180 --> 00:46:24.030
first off what's next are you taking
this? Sounds like I would love to hear

627
00:46:24.030 --> 00:46:29.550
it. Yeah. I mean, look so So what we're
launching in three weeks is are fully

628
00:46:29.550 --> 00:46:34.050
integrated, multi platform universe of
brands, media, community and

629
00:46:34.050 --> 00:46:38.250
philanthropy. Right. So, you know, I'm
building a digital series and podcast

630
00:46:38.250 --> 00:46:43.270
called Build With Rob right, and I
basically going to gamify and

631
00:46:43.280 --> 00:46:47.610
entertainment my way into our entire
process. I want to make heroes of all

632
00:46:47.610 --> 00:46:53.420
the founders and the way that we create
and integrate them into sort of content

633
00:46:53.420 --> 00:46:58.440
and a fun, comedic way to see what it's
like to actually create and build with

634
00:46:58.440 --> 00:47:03.130
myself and the direct machine. Right?
And then we're launching our community.

635
00:47:03.130 --> 00:47:07.360
We call machinists. We want to develop
our entire platform of community

636
00:47:07.360 --> 00:47:11.340
collaborators, Right. We want to now
bring in our own group that, like,

637
00:47:11.340 --> 00:47:15.170
every time we have a new idea, we sent
it to them first to look at the whole

638
00:47:15.170 --> 00:47:18.830
process. They're sort of our feedback
loop. And ultimately, our first

639
00:47:18.830 --> 00:47:22.820
customers for everything that we create
and then I just committed a million

640
00:47:22.820 --> 00:47:27.230
dollars to the do or die are
Entrepreneur Foundation, where I'm

641
00:47:27.240 --> 00:47:31.590
essentially going to be giving grants
the first time entrepreneurs from

642
00:47:31.590 --> 00:47:36.210
underprivileged communities. Right?
Because you know, for us, we only want

643
00:47:36.210 --> 00:47:40.590
to build with really experienced
entrepreneurs because it's the quickest

644
00:47:40.590 --> 00:47:45.060
path for us. And we know actually,
getting capital from someone to believe

645
00:47:45.060 --> 00:47:49.680
in you when you've never done anything
is literally virtually impossible,

646
00:47:49.690 --> 00:47:53.450
especially if you come from a place
that has no access and understanding

647
00:47:53.450 --> 00:47:58.710
whatsoever. So that's sort of the first
side of what we're doing from our

648
00:47:58.720 --> 00:48:02.770
philanthropy side of what the machine
will do, right? And then all of our big

649
00:48:02.770 --> 00:48:07.170
exits over the last few years make up a
portion of that million dollars that we

650
00:48:07.170 --> 00:48:10.940
donated into it. And then we will
continue to do that throughout the

651
00:48:10.940 --> 00:48:14.050
cycle of every single one of our
businesses, whether it's one of our

652
00:48:14.050 --> 00:48:18.510
dividend businesses that's profitable,
or or one of our exits, right, because

653
00:48:18.510 --> 00:48:22.510
we think it's essentially we can see
the person that's going to come to us

654
00:48:22.510 --> 00:48:27.320
in five years, and then we build that
big brand with once they've gone

655
00:48:27.320 --> 00:48:30.880
through the cycle of fully
understanding and learning it, and ask

656
00:48:30.880 --> 00:48:35.620
them to present their idea through our
core capabilities in our system. So

657
00:48:35.620 --> 00:48:38.700
that they're also learning. Hey, this
is how we look at things. You should

658
00:48:38.700 --> 00:48:43.660
look at it the same way. But that's our
big launch for this year that starts

659
00:48:43.660 --> 00:48:48.520
the whole new website brand everything
to go along with a handful of our new

660
00:48:48.520 --> 00:48:52.390
ventures that are happening this year
as well. I love that we just launched

661
00:48:52.390 --> 00:48:55.990
our education program. We teach
interested me kids digital marketing on

662
00:48:55.990 --> 00:48:59.490
the weekend. So our team are more
senior level team, just does online

663
00:48:59.490 --> 00:49:02.540
courses, sits on zoom and talk through.
How do you do Facebook ads? How do you

664
00:49:02.540 --> 00:49:07.070
want your website? How do you build a
Shopify site? So totally Hey, we got to

665
00:49:07.070 --> 00:49:11.440
collaborate. We give it to someone,
then you can You guys give me great.

666
00:49:11.450 --> 00:49:16.090
Yeah, yeah, Brian about it. And so last
question. And you've given a lot of

667
00:49:16.090 --> 00:49:19.580
advice. And again, this is where both
our passion seems to lie. But what

668
00:49:19.580 --> 00:49:22.540
would be your advice for that? You know,
up there and commented that person that

669
00:49:22.550 --> 00:49:25.150
has dreams they could you know,
whatever age it is, but they want to

670
00:49:25.160 --> 00:49:27.610
achieve their dreams. What would be
that? One thing that you think really

671
00:49:27.610 --> 00:49:33.400
can help them get there. I think you
have to create a clear goal in general

672
00:49:33.400 --> 00:49:38.160
milestones to get there and then know
exactly how you're going to get to the

673
00:49:38.160 --> 00:49:43.440
first milestone and then just learn and
learn and adjust and adjust and learn

674
00:49:43.440 --> 00:49:48.190
and learn until you get to that first
milestone. Because the moment you get

675
00:49:48.190 --> 00:49:51.620
there, you'll have clarity on the
second one. And I just think more often

676
00:49:51.620 --> 00:49:56.210
than not, people don't take advantage
of how much information there is to

677
00:49:56.210 --> 00:50:00.060
learn about what they actually want to
achieve and then underestimate how

678
00:50:00.060 --> 00:50:04.610
important. Creating milestones towards
the goal is because you also want a

679
00:50:04.610 --> 00:50:08.640
clear indication if you just can't do
it. You know, I mean, if my goal was to

680
00:50:08.640 --> 00:50:13.650
build and sell to master the curation
of individuals and ideas and shape them

681
00:50:13.650 --> 00:50:18.970
into sustainable, profitable, acquire a
ble businesses. My first milestone is I

682
00:50:18.970 --> 00:50:23.070
gotta sell one. If I went 10 years and
never sold one, never one made profit

683
00:50:23.070 --> 00:50:26.550
was staying. But like I'm in the wrong
business, right, like that sort of

684
00:50:26.550 --> 00:50:31.830
thing. If you want to be a professional
basketball player, your first milestone

685
00:50:31.840 --> 00:50:35.480
is you know, let's just say you didn't
even play in college is getting into

686
00:50:35.480 --> 00:50:39.000
like a D league, you know what I mean?
And if you can't work your way there,

687
00:50:39.000 --> 00:50:43.210
you're never going to go to play for
the G League. And then ultimately you

688
00:50:43.210 --> 00:50:45.860
get a chance on a practice squad.
You're never going to get their. Those

689
00:50:45.860 --> 00:50:50.910
milestones are so important in the
first one. You should have clarity that

690
00:50:50.910 --> 00:50:55.830
you can see perfectly, because
progression towards a clear outcome

691
00:50:55.840 --> 00:51:01.680
drive self belief drives the energy and
momentum and motivation that it takes

692
00:51:01.680 --> 00:51:05.850
to get there. It's when you are not
sure where you're headed and not sure

693
00:51:05.850 --> 00:51:10.010
how if you're making progress or not,
is when you start to lose belief and

694
00:51:10.010 --> 00:51:14.500
feel desperate and feel unmotivated.
And I think people underestimate

695
00:51:14.500 --> 00:51:19.880
putting a flag in a clear first step
and how important it is to get energy

696
00:51:19.880 --> 00:51:24.640
by progressing towards it, no matter
how slowly you 100% agree and

697
00:51:24.640 --> 00:51:28.620
continuing to create that short term
goal. So once you reach that, what's

698
00:51:28.620 --> 00:51:33.180
the next short term go along the way?
It's critical, so that's awesome. This

699
00:51:33.180 --> 00:51:37.760
has been amazing interview and thank
you so much for being on top. Yeah, I

700
00:51:37.760 --> 00:51:41.960
appreciate it, man. Until we meet again.
Hey, men. Thanks, buddy. Uh, talk to

701
00:51:41.960 --> 00:51:46.720
you soon, Hawk Media is your outsourced
CMO and marketing team will dive into

702
00:51:46.720 --> 00:51:49.990
your business for free, identify
opportunities in your marketing

703
00:51:49.990 --> 00:51:55.190
strategy, then get you teamed up with
individual experts all month a month in

704
00:51:55.200 --> 00:51:59.940
ala carte. Whether you're looking for a
Facebook advertiser, a Web designer or

705
00:51:59.940 --> 00:52:04.480
fractional CMO, we can help you drive
growth for your business. We have

706
00:52:04.480 --> 00:52:09.480
successfully grown over 2500 brands and
we're here to help you to, no matter

707
00:52:09.480 --> 00:52:13.760
your goal, we've got you covered. To
learn more, visit hawk media dot com.

708
00:52:13.770 --> 00:52:16.390
That's hawk with any media dot com.

709
00:52:17.560 --> 00:52:21.540
You've been listening to hawk talk to
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710
00:52:21.550 --> 00:52:25.530
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711
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712
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713
00:52:34.500 --> 00:52:36.280
listening until next time.

714
00:52:37.960 --> 00:52:38.190
Yeah,