Latest / Scrubbing In with Becca Tilley & Tanya Rad / Audacity and Action with Bozoma Saint John PART 2

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Audacity and Action with Bozoma Saint John PART 2 · Scrubbing In with Becca Tilley & Tanya Rad

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  Speaker 1: Scrubbing In with Beca Tilly and Tanya rad and iHeartRadio
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  Speaker 1: and two time People's Choice Award winning podcasts.
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  Speaker 2: Hello everybody, We are scrubbing in with Part two with
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  Speaker 2: Bozama Saint John. We have had such an amazing conversation,
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  Speaker 2: so we figured why not make two parts.
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  Speaker 3: Yeah, I'm just eating it up, like I just have
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  Speaker 3: popcorn and I just could I could literally listen to
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  Speaker 3: her speak for hours. I know she could maybe give
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  Speaker 3: us her phone number before she leaves.
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  Speaker 4: That would be really ideal. I'll warn her about Okay,
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  Speaker 4: here's part two.
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  Speaker 2: So the TV show for people who haven't haven't heard
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  Speaker 2: of it or seen it yet. Yeah, it's called on
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  Speaker 2: Brand and it's a Jimmy fallon and basically you're there's
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  Speaker 2: people that are are they marketing?
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  Speaker 4: Creative? These people the contestants.
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  Speaker 1: Yeah, there are anybody. There's a swimming struck, a real
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  Speaker 1: estate agent.
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  Speaker 2: But they have ideas for brands like everybody, and they
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  Speaker 2: get a chance to show because a lot of people
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  Speaker 2: have ideas but they don't have a platform to do it.
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  Speaker 5: That's exactly right. I think it's shocking.
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  Speaker 1: I don't know why people don't do that more often,
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  Speaker 1: Like you know, especially with the avent of like social
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  Speaker 1: media and all these platforms where you can really get
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  Speaker 1: to brand easily. Like I can't tell you the number
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  Speaker 1: of times, like especially in the moments where like at
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  Speaker 1: a company, something had happened and therefore people knew my face,
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  Speaker 1: you know that, Like I would go to the airport, girl,
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  Speaker 1: I could not walk through the San Francisco airport for
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  Speaker 1: probably about six years without somebody having an idea about
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  Speaker 1: something for Apple, or someone have an idea for something
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  Speaker 1: for Uber, I swear to you, okay, Or like when
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  Speaker 1: I got a job in Netflix. How many TV shows, movies?
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  Speaker 1: So many?
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  Speaker 5: And so this happens in regular life all of the time.
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  Speaker 1: I mean, look, we can you can sit somewhere and like,
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  Speaker 1: you know, see the new Cheeto's flavor, and somebody's like, I.
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  Speaker 5: Don't know why they would put lime on here.
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  Speaker 1: They should have put limit, or they should have put jalapeno,
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  Speaker 1: or they should have put cocoke.
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  Speaker 5: Yeah, you know what I mean.
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  Speaker 1: And so this show gives the opportunity for what I
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  Speaker 1: would say, like everyday Americans the opportunity to get in
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  Speaker 1: front of a brand. The brand give them an assignment
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  Speaker 1: which includes the strategy and the objectives and target and
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  Speaker 1: spend and all of that, like the stuff I would
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  Speaker 1: get like in my regular job and have them come
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  Speaker 1: up with ideas and it's really really tough.
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  Speaker 2: So the some of the brands are I saw the
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  Speaker 2: Duncan Donuts. I saw the Kelly Clarkson, so I.
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  Speaker 5: Had such a good time with her.
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  Speaker 1: Yes, so Duncan Donuts, KitchenAid, Southwest Airlines, Sonic Girls, the
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  Speaker 1: whole of the Yeah.
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  Speaker 2: Big hit companies, bit massive companies, but which have a
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  Speaker 2: lot of money, not big budget.
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  Speaker 5: Yeah, and they turn it over the.
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  Speaker 1: Budget to people who don't have marketing experience and they're like, okay,
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  Speaker 1: come up with ideas and yes, the people are hitching
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  Speaker 1: and then you know, my job is to make sure
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  Speaker 1: that they as a sound So that makes sense.
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  Speaker 2: I was gonna say, so when you meet the contestants
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  Speaker 2: did when you met them initially? Were there certain people
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  Speaker 2: in qualities about them that stuck out?
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  Speaker 5: Yet? Okay? Always what are what are they? It's it's
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  Speaker 5: the same way that.
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  Speaker 1: Like I hire anybody, honestly, even when I was like
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  Speaker 1: in corporate offices or now, is that first there has
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  Speaker 1: to be an enormous amount of curiosity, you know, like
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  Speaker 1: unnatural amount of curiosity, Like you want to you gotta
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  Speaker 1: be the.
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  Speaker 5: Nosiest person on the planet.
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  Speaker 1: You know, you want to know about people, You want
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  Speaker 1: to know about things, you want to know about situations,
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  Speaker 1: like you have to want to know everything because I do,
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  Speaker 1: like I live and breathe things that are happening in
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  Speaker 1: the world around me. And that's the only way to
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  Speaker 1: then have a better sense of how to connect. Because
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  Speaker 1: if you understand what's happening in the culture, you know,
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  Speaker 1: sam's happening in society, they have a much better chance
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  Speaker 1: of being Like here, I'm going to tell you this thing. Yeah,
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  Speaker 1: you know, you sit it right into the middle of culture.
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  Speaker 1: And what happens when brands go wrong is that they
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  Speaker 1: sit in the wrong place. So true, you know, it's
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  Speaker 1: not necessarily the thing is bad. Yeah, And that's why
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  Speaker 1: I began with saying that, like, you know, it's not
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  Speaker 1: that like brands or products are bad necessarily.
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  Speaker 5: I mean, there are some.
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  Speaker 1: Stinkers, but you know, for the most part, like things
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  Speaker 1: are good too great. But if you have bad marketing
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  Speaker 1: and you sit it in culture at the wrong time,
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  Speaker 1: at the wrong place, then it's going to go tumbling down.
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  Speaker 3: Or you're like so on it. I remember, I'm not
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  Speaker 3: marketing is probably like my worst thing about me, Like
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  Speaker 3: I don't know how, I'm just horrible. But I can
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  Speaker 3: like see it and appreciate it. And I remember when
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  Speaker 3: everybody was watching Love Island USA and Amaya papaya was
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  Speaker 3: like rising, rising, rising everyone, and then Poppy comes out
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  Speaker 3: and they have like the Amaya papaya flavor of like
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  Speaker 3: that's marketing.
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  Speaker 5: Yes, it was so brilliantly immediate. Yes, you know, like
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  Speaker 5: it was just in the in the world. Yeah, is it?
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  Speaker 1: Like I've said for a long time because people are like,
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  Speaker 1: oh my gosh, you should have did but and I'm like, no,
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  Speaker 1: the ideas I had for Apple, you know, ten years ago,
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  Speaker 1: twelve years ago, would not work today. The things I
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  Speaker 1: did at Uber wouldn't work today. What I did at
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  Speaker 1: Netflix three years ago wouldn't work today. It's a totally
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  Speaker 1: different situation we're in. And so that's the brilliance about
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  Speaker 1: marketing and people who are good at it, which is
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  Speaker 1: that they have to have a great sense of curiosity
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  Speaker 1: about and then be able to articulate.
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  Speaker 5: Communication in this field is make or break.
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  Speaker 1: So that's why the pitch on the show is the
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  Speaker 1: like the dramatization of what happens every day. It's like
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  Speaker 1: you have to be able to articulate what you are
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  Speaker 1: thinking and saying and expressing. As a result, if you
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  Speaker 1: fail any.
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  Speaker 5: One of those things.
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  Speaker 1: A pitch can also turn a great idea into a
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  Speaker 1: bad one, yeah, I mean, or a bad idea into
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  Speaker 1: a good one.
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  Speaker 2: Yeah, you want Shark Tank like that. You're like, oh,
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  Speaker 2: this is a great product, but this pitch was so
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  Speaker 2: immediately and it is hard.
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  Speaker 5: It's hard to pitch, you know, it's terrifying.
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  Speaker 4: Oh my gosh, it's so scared.
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  Speaker 2: I think it's you don't strike me as someone who'd
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  Speaker 2: be scared to do.
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  Speaker 5: It, but okay, I's why it's terrible.
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  Speaker 1: Oh I still get scared, you know, I would show
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  Speaker 1: it no, and so I find something in the room
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  Speaker 1: to like distract me from, you know, the fear.
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  Speaker 5: But yeah, I mean, look the the idea of the pitch.
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  Speaker 1: And we do it all the time, which is actually
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  Speaker 1: something that I don't think people realize. It's not just
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  Speaker 1: in the boardroom, but like you're always pitching, you know,
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  Speaker 1: you pitch in your relationship all the time. You know,
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  Speaker 1: something you want to do that. You know your man
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  Speaker 1: doesn't want to do You're gonna pitch you know.
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  Speaker 5: What I mean? Or you're pitching your kids mineus sixteen.
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  Speaker 5: I pitch her all the time. You know.
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  Speaker 1: There are just situations in our lives that we don't
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  Speaker 1: think of as pitch, but it is. When people talk
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  Speaker 1: about personal brand, they think it's like some big monster
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  Speaker 1: or like, oh I can't do it. I'm like, it's
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  Speaker 1: your reputation is what it is. So who would you
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  Speaker 1: like to write it? You want you want that fool
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  Speaker 1: over there to write your wat your reputation. You want
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  Speaker 1: to be in charge of it. And so those types
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  Speaker 1: of things are what we do every day. Is just
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  Speaker 1: in marketing speak, Cassio.
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  Speaker 3: For our listeners that are like listening if they want
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  Speaker 3: to like sharp, there is there like something that you
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  Speaker 3: would recommend people if they want to like get better
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  Speaker 3: at it?
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  Speaker 5: Oh my gosh. Yes.
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  Speaker 1: My favorite tool is a book called The Artist's Way.
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  Speaker 5: I heard you have Yeah.
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  Speaker 4: Can I tell you something.
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  Speaker 5: That's really yes, please, just.
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  Speaker 4: Horrible and honest. I've talked about this, don't even That's
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  Speaker 4: why it sounds familiar.
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  Speaker 2: I have started it and then I stop and stop
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  Speaker 2: and everyone and then.
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  Speaker 4: I see people. I hear people talk about it and
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  Speaker 4: they're like, it changed my life.
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  Speaker 5: It changed the way I.
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  Speaker 4: Go through life and how I go through work.
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  Speaker 1: And everything everything. And the thing is that, like you know,
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  Speaker 1: talk about marketing. I think it's titled wrong because people
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  Speaker 1: think that chanced to be an artist right.
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  Speaker 5: In order to do it. But it takes me back
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  Speaker 5: to this.
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  Speaker 1: I have a good friend who's an artist visual artist,
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  Speaker 1: and she once like took me through this exercise that
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  Speaker 1: was just like so mind blow.
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  Speaker 5: I've used it for every team I've ever been on.
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  Speaker 1: She's like, you know, when you were five and in kindergarten,
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  Speaker 1: like you know, teacher passed around the paper and some
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  Speaker 1: crayons and said.
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  Speaker 5: Draw a cat.
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  Speaker 1: Everybody drew a cat, and she went around, she collected
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  Speaker 1: the paper, she put the cats up on the wall
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  Speaker 1: and everybody's, oh, that's my cat, that's my cat, and
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  Speaker 1: everybody is celebrating. Okay, Then you got to like fourth
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  Speaker 1: grade and you had an art assignment. They said draw cat,
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  Speaker 1: and everybody drew their cats. Some cats were really good,
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  Speaker 1: some cats were really bad, and then the chosen ones
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  Speaker 1: were put up on the wall.
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  Speaker 5: So now, of course your cast's not up there. So
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  Speaker 5: now you know that you're not an artist.
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  Speaker 1: By the time you got to college and somebody's like, oh,
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  Speaker 1: there's this like.
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  Speaker 5: Art program or is it I'm not an artist?
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  Speaker 1: But the truth of matters that we're all artists in
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  Speaker 1: some capacity.
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  Speaker 5: Somewhere along the way, somebody told you that you were
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  Speaker 5: at an artist. So then you stopped.
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  Speaker 1: And so if you consider the artist's way just as
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  Speaker 1: a way of being the way to utilize your mind
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  Speaker 1: to get the things that you want to articulate to
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  Speaker 1: be better, you know, in the way that you think
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  Speaker 1: and contemplate and come up with ideas for your life
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  Speaker 1: or for your business or whatever man you win.
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  Speaker 3: Is it like calling in the one but for marketing?
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  Speaker 1: Sure, well that's for life.
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  Speaker 2: She talks about how like the artist in us is
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  Speaker 2: our god giving creativity and how we exist in life.
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  Speaker 2: And so I think in initially re getting it, I
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  Speaker 2: was like, I don't really consider myself an artist. As
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  Speaker 2: I star reading it, I was like, it's so true,
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  Speaker 2: like we get limited by asking people what they think
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  Speaker 2: and getting their opinions that tell us we're not good
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  Speaker 2: or that shouldn't be our path. And it just it's
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  Speaker 2: a lot of you'll you would love it. It's like
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  Speaker 2: a workbook you write, you take yourself on date.
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  Speaker 3: It is doing in the one it was seven weeks
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  Speaker 3: every day night.
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  Speaker 5: I love this.
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  Speaker 1: It is a work books. Fantastic and you like, you know,
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  Speaker 1: I'm not a Marketer's like the work. Girl, I'm telling
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  Speaker 1: you gonna do this, like you're going to go through
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  Speaker 1: the process and you're never going to say that about yourself.
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  Speaker 3: Because so we've been doing this podcast now for eight years.
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  Speaker 3: We were like one of the ogs and now there's
• 10:34
  Speaker 3: like a podcast for everything, Like there's like so many
• 10:36
  Speaker 3: out there, and like we like want to like not rebrand,
• 10:39
  Speaker 3: but like.
• 10:40
  Speaker 5: Kind kind of yeah, just like.
• 10:43
  Speaker 4: Evolution.
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  Speaker 3: And so I'm like, I don't know, I'm feeling that
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  Speaker 3: that inspiration.
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  Speaker 5: Like girl today get the artist's way. Yeah, we could
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  Speaker 5: do it together.
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  Speaker 2: We could.
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  Speaker 4: We don't do it together, but we could do it.
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  Speaker 5: Yeah.
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  Speaker 4: Yeah, at the same time, that's do it because I
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  Speaker 4: agree with you.
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  Speaker 3: I feel like so many everything in life is marketing,
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  Speaker 3: like literally everything in life.
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  Speaker 5: Yeah, dude, And the thing is that you've got to evolve.
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  Speaker 1: Yeah you cannot say stagnant, you're an OG, but it's like, yeah,
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  Speaker 1: you gotta still eve.
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  Speaker 2: I think we're still in twenty seventeen, but like we
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  Speaker 2: look like it's like again.
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  Speaker 3: But the hard thing is, like we love we have
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  Speaker 3: great listeners. We love our listeners, and we don't want
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  Speaker 3: to like alien alienate or veer off too much because
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  Speaker 3: we've stayed study and strong and like so like grateful.
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  Speaker 1: But I think ass Taylor Swift, Yeah, like ask her
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  Speaker 1: like I worked with her in twenty fourteen when we
• 11:35
  Speaker 1: began Apple Music, and you know, she's like I would
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  Speaker 1: consider it her like one of the biggest pop stars
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  Speaker 1: in the world.
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  Speaker 5: Now, yeah, she's the biggest.
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  Speaker 1: Yeah, she's like he's enormous. Yeah, And evolution is so critical, Yeah.
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  Speaker 5: It's critical.
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  Speaker 1: So the criticism that she's getting to date not found
• 11:58
  Speaker 1: people who don't like her music, because we all listen
• 12:00
  Speaker 1: to them, we let them sit outside. But from her
• 12:03
  Speaker 1: fan base is that she hasn't evolved. That's actually what
• 12:05
  Speaker 1: they're saying. They're not really mad at the music, they're
• 12:09
  Speaker 1: not really mad. It just they're mad that she didn't
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  Speaker 1: evolve in a way that is natural. M Oh, It's
• 12:16
  Speaker 1: like you can't just go talking about all this stuff
• 12:18
  Speaker 1: over here and we haven't heard you say.
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  Speaker 5: Any of that, you know, this whole type.
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  Speaker 1: Yeah, and so the same thing with like your fear
• 12:24
  Speaker 1: of alienating your base is that evolution is important.
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  Speaker 5: It's not the sharp left, it's.
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  Speaker 1: Not the like, Okay, we're gonna come out today and
• 12:33
  Speaker 1: now we're this brand new thing because like the time
• 12:35
  Speaker 1: calls for it. No, you have to maintain some level
• 12:40
  Speaker 1: of what you've always been, for sure, But if you
• 12:44
  Speaker 1: do not evolve, just like everything else in nature, you
• 12:47
  Speaker 1: will die.
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  Speaker 5: Sorry, what was that too?
• 12:55
  Speaker 1: Like that was the best response ever?
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  Speaker 2: Are there people, so you've brought up to slip, but
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  Speaker 2: are there people or brands that you look at and
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  Speaker 2: they're like You're like, they are brilliant marketing who like,
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  Speaker 2: off the top of your head that you.
• 13:16
  Speaker 5: Think there's so many brilliant marketers.
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  Speaker 1: Cardi b as a brilliant, spectacular marketer. I would hire
• 13:24
  Speaker 1: her any day, But then again I should probably work.
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  Speaker 5: For her.
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  Speaker 1: Nike of course, But that feels like an easy one
• 13:34
  Speaker 1: because people look at it and be like, oh my god.
• 13:36
  Speaker 1: But it is really hard to be at the top
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  Speaker 1: and to remain there and to make people feel that
• 13:43
  Speaker 1: they are a part of the community, even if they're
• 13:46
  Speaker 1: just sitting on their couch because really, I mean, how
• 13:48
  Speaker 1: many athletes are in their in their base.
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  Speaker 5: M I'm not that many talking to people, you know,
• 13:57
  Speaker 5: and so you've got.
• 13:58
  Speaker 1: To make everyone feel welcome, even if they're not working
• 14:00
  Speaker 1: out seven days a week for three hours and don't.
• 14:03
  Speaker 5: Have a trainer. Yep.
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  Speaker 1: I think brands like Copy is a good one, you know,
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  Speaker 1: new on the market. So again it's like new new brand.
• 14:16
  Speaker 1: Funny enough, I think Fenty's an excellent brand. So yeah,
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  Speaker 1: from a product standpoint, now that's something special because the product,
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  Speaker 1: like their strategy on the product wasn't new. It wasn't like, oh,
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  Speaker 1: they developed something like forty shades. It's not like it
• 14:34
  Speaker 1: didn't exist. You know, it existed. All of the big
• 14:38
  Speaker 1: companies have it, but they weren't talking about it. Yes,
• 14:43
  Speaker 1: and they weren't making it available online because it wasn't
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  Speaker 1: like fenty was in store.
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  Speaker 5: Really, I mean, you can't. You couldn't go.
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  Speaker 1: And find the darkest dark You couldn't find my shade
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  Speaker 1: in any kind of store, Okay, but you could find
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  Speaker 1: it online. And so why didn't the other companies do that.
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  Speaker 1: They had it, they had the formulas, but they just
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  Speaker 1: didn't offer it.
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  Speaker 4: You're talking in store, like having it in store and.
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  Speaker 1: Yeah, and the Mabelings and all, like they didn't have
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  Speaker 1: it in store and they didn't have it online. But
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  Speaker 1: when Fenty said we have forty shades, they said, oh yeah, yeah.
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  Speaker 5: We have forty shades too.
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  Speaker 2: Yeah.
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  Speaker 5: Yeah for twenty years and it's like, oh, yeah, you
• 15:18
  Speaker 5: did well, why don't you talk about it then?
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  Speaker 4: Yeah?
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  Speaker 1: You know, so from a product standpoint, Fenty took that
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  Speaker 1: corner of the market not by inventing something new, by
• 15:30
  Speaker 1: talking about it in a way that was new. Yeah,
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  Speaker 1: And so it was like that product strategy that became
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  Speaker 1: the marketing strategy.
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  Speaker 5: Excellent work.
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  Speaker 2: It's interesting because you think about the uh just life
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  Speaker 2: and businesses and how there's very rarely anything that's a
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  Speaker 2: brand new idea. Yeah, Like there's everything saturated, yeah ideas,
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  Speaker 2: you know, like.
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  Speaker 4: Everything I think.
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  Speaker 2: Of of, like oh I could start this and I'm like,
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  Speaker 2: oh that's saturated, but and then I go But.
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  Speaker 4: If you market it the right way, yes, yeah, anything.
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  Speaker 5: Evolve it a little bit.
• 16:19
  Speaker 1: You know, like we're saying, Uber is basically a taxi
• 16:21
  Speaker 1: as you call on your phone through an app, you
• 16:24
  Speaker 1: know what I mean?
• 16:25
  Speaker 5: It was it really a brand new idea.
• 16:26
  Speaker 1: No, but it was definitely an improvement on current type,
• 16:31
  Speaker 1: you know, and like, yeah, Apple Music, I mean was
• 16:33
  Speaker 1: that a new idea? No, We've had music forever since
• 16:36
  Speaker 1: the Stone Ages. Yeah, you know, but it's like, yeah,
• 16:39
  Speaker 1: we need to evolve from downloading one song at a
• 16:43
  Speaker 1: time to listening to anything that you wanted, yeah, moment
• 16:46
  Speaker 1: in time, you know. And by the way, think about
• 16:48
  Speaker 1: how scary that was, girl, I was in the room.
• 16:50
  Speaker 1: It is freaking the itnes was ninety percent of the market. Yeah,
• 16:54
  Speaker 1: imagine fumbling that. Yeah, you know, like starting a new
• 16:58
  Speaker 1: thing and being like, you know what, we're going to
• 17:00
  Speaker 1: cannibalize our own base. And then you got people out
• 17:03
  Speaker 1: here like Spotify and SoundCloud and all these other competitors,
• 17:09
  Speaker 1: and it's like, so are we.
• 17:09
  Speaker 5: Going to give up this like iTunes ill estate if
• 17:15
  Speaker 5: it doesn't work when they come and steal our share. Yeah.
• 17:19
  Speaker 1: So, but the thing is that you must evolve, like
• 17:23
  Speaker 1: even if you're not creating the new thing, like, you
• 17:25
  Speaker 1: must evolve in the space you're in so that you
• 17:28
  Speaker 1: can actually breathe new life into whatever product it is,
• 17:31
  Speaker 1: whether it's an idea or it's a physical product or
• 17:34
  Speaker 1: a manufacturing product.
• 17:35
  Speaker 5: All of that.
• 17:36
  Speaker 1: When I decided that I wasn't going back to corporate
• 17:40
  Speaker 1: and that I was done with my book, and you know,
• 17:42
  Speaker 1: I was talking to Bravo and this and that, and
• 17:44
  Speaker 1: it's just like, ah, but you know, like that's TV.
• 17:46
  Speaker 1: That's like that's not real, that's not like a real job.
• 17:51
  Speaker 1: I really I decide I want to start a company
• 17:53
  Speaker 1: on my own, and I chose hair and beauty because
• 17:57
  Speaker 1: for so long, like everybody he talked about my hair
• 18:02
  Speaker 1: and my and like my fashion and like things. It
• 18:04
  Speaker 1: wasn't It was like a combination of like my work
• 18:07
  Speaker 1: and also how I appear, you know. So it's like
• 18:10
  Speaker 1: when Business Insider named me like, you know, the best
• 18:14
  Speaker 1: dressed executive in Silicon Valley, or Anna Wintour calls and
• 18:18
  Speaker 1: she's like, we're going to cover you in Vogue. Like
• 18:21
  Speaker 1: those were things that I was just like, Okay, shoot,
• 18:23
  Speaker 1: I'm cute, fine, you know, And when I thought about
• 18:28
  Speaker 1: creating something, it was like, look, the hair extension and
• 18:31
  Speaker 1: beauty market is about an eight billion dollar business.
• 18:34
  Speaker 5: Right, that's crazy.
• 18:36
  Speaker 1: And eighty percent of the consumers of hair extensions are
• 18:40
  Speaker 1: women of color, yet they're not catered to, like in
• 18:44
  Speaker 1: development in textures.
• 18:46
  Speaker 5: In lace colors, nothing, and so I was like.
• 18:50
  Speaker 1: I wonder why that is, you know, is that like
• 18:53
  Speaker 1: a decision or what is the problem? So I went
• 18:57
  Speaker 1: to Guanzhou, China by myself, to the the largest hair
• 19:00
  Speaker 1: show in the world, to just explore. And the first
• 19:04
  Speaker 1: day it was a disaster because I didn't have an interpreter.
• 19:06
  Speaker 1: I didn't know what I was doing. And then I
• 19:08
  Speaker 1: learned my lesson and I hire somebody to take me around.
• 19:11
  Speaker 1: And it was so fascinating because the answer wasn't that
• 19:14
  Speaker 1: like it didn't exist so that they couldn't do it.
• 19:16
  Speaker 1: It's just like nobody was asking for it. So again,
• 19:20
  Speaker 1: it's not like I could have looked at the hair
• 19:22
  Speaker 1: extension business and been like, oh, eight billion dollars.
• 19:24
  Speaker 5: There's lots of people in this market.
• 19:26
  Speaker 1: There's so many options, and everybody's wearing clippings and extensions
• 19:30
  Speaker 1: and wigs, like, let me not get in there. But
• 19:34
  Speaker 1: the truth of the matter is that like hair texture,
• 19:38
  Speaker 1: lace color, which is what you know wigs are sewn on,
• 19:42
  Speaker 1: even color is something that women of color and black
• 19:46
  Speaker 1: women are not in the center of and they're eighty
• 19:50
  Speaker 1: percent of the market. And so I was like, well,
• 19:53
  Speaker 1: I'm going to manufacture, so I learned everything I need
• 19:56
  Speaker 1: to know. I built a factory in Ghana in the headquarters,
• 20:00
  Speaker 1: I got a chemist here in the US that I
• 20:03
  Speaker 1: then imported a bunch of wonderful natural ingredients have been
• 20:07
  Speaker 1: used for millennia in Africa people are more familiar like
• 20:10
  Speaker 1: shade butter and stuff like that, which I have, but
• 20:13
  Speaker 1: like maringa or rose hip from South Africa, palm kernel oil,
• 20:19
  Speaker 1: the bow bob tree which is known as the tree
• 20:21
  Speaker 1: of life, like these are all ingredients that are used
• 20:25
  Speaker 1: widely on the continent but haven't made it into Western products.
• 20:30
  Speaker 1: And so yeah, I made a whole bunch of goods
• 20:34
  Speaker 1: air care that's based on all of those ingredients and
• 20:38
  Speaker 1: hair extensions and wigs.
• 20:40
  Speaker 5: And now it's almost a year old.
• 20:42
  Speaker 2: What was the time from idea conception?
• 20:47
  Speaker 4: Yeah, to make it.
• 20:48
  Speaker 5: Happen about eighteen months?
• 20:50
  Speaker 1: Oh dang, yeah, yeah, Like I knew it pretty immediately
• 20:56
  Speaker 1: that that's what I wanted to do. Once the idea
• 20:59
  Speaker 1: was terminating, I was like, I gotta do this. And
• 21:02
  Speaker 1: then once I went to Guangzho, I was like, oh,
• 21:04
  Speaker 1: I have to do this. And then it was about learning,
• 21:07
  Speaker 1: you know, because I've I've never myself manufactured a product.
• 21:11
  Speaker 1: I worked for CPGs before, but like never magine manufactured anything.
• 21:15
  Speaker 5: And like, how do you start a factory? Yeah? Right right?
• 21:20
  Speaker 5: How how did you learn? That's?
• 21:23
  Speaker 1: I keep telling you that, like endless curiosity has been
• 21:26
  Speaker 1: my secret.
• 21:26
  Speaker 3: You just research, tons of research and asking people everybody.
• 21:31
  Speaker 1: I don't know that everybody. When I tell you everybody,
• 21:34
  Speaker 1: I mean it like.
• 21:35
  Speaker 5: I went back to China.
• 21:36
  Speaker 1: I was like, hey, might hear the factory wants to
• 21:38
  Speaker 1: go to Ghana for like six months?
• 21:40
  Speaker 5: Yes, And there were so off we went, you know
• 21:44
  Speaker 5: what I mean?
• 21:45
  Speaker 1: Like and then also so much like trial and error,
• 21:49
  Speaker 1: and you know, talking to people who have done this already,
• 21:53
  Speaker 1: like the chemists that I work with, you know, has
• 21:56
  Speaker 1: like forty years of product development and was just waiting
• 22:01
  Speaker 1: for an opportunity like this.
• 22:03
  Speaker 5: I mean, come on, It's like I just let her play.
• 22:06
  Speaker 1: Yeah yeh with toys that I provided she created, and
• 22:11
  Speaker 1: it was It's so wonderful. So for me, I think
• 22:13
  Speaker 1: one of the things that I always impress upon people,
• 22:16
  Speaker 1: whether in your marketing or an entrepreneur or you're trying
• 22:20
  Speaker 1: to just figure out what the next thing is, is
• 22:21
  Speaker 1: that You've got to be endlessly curious. So I'm like,
• 22:24
  Speaker 1: you gotta be the nosiest bitch on the planet, you know,
• 22:26
  Speaker 1: just like ask every question, ask everybody. You're not asking
• 22:30
  Speaker 1: them for their opinion, You're asking them for information.
• 22:33
  Speaker 2: Yeah.
• 22:34
  Speaker 5: And the analogy that I can make is like.
• 22:37
  Speaker 1: If you were applying for a job and you had
• 22:40
  Speaker 1: a friend who worked there, and you ask that person,
• 22:44
  Speaker 1: you know, is this a good place for women who
• 22:49
  Speaker 1: were in their late forties? Like, well, I you know,
• 22:52
  Speaker 1: is it a good place for advancement? And she's thirty
• 22:56
  Speaker 1: six and hasn't been promoted yet.
• 22:59
  Speaker 5: It's going to be like, no, this is awful, No,
• 23:03
  Speaker 5: don't do it.
• 23:04
  Speaker 1: That's asking her opinion about whether or not you will
• 23:08
  Speaker 1: succeed there. However, if you ask her like, hey, how
• 23:11
  Speaker 1: many senior executives are in their late forties and she's
• 23:17
  Speaker 1: like ninety percent of them?
• 23:18
  Speaker 5: How many are women? Fifty percent of them?
• 23:21
  Speaker 1: Okay, then you can base your decision based off the
• 23:26
  Speaker 1: information she gave you, not based off of her opinion,
• 23:30
  Speaker 1: because who knows what her experience is. She might actually
• 23:32
  Speaker 1: suck at her, but she has just told you that
• 23:37
  Speaker 1: a lot of the leadership are in their forties and
• 23:39
  Speaker 1: half of them are women. Hello, I'm going, I'm going.
• 23:43
  Speaker 1: I'm taking the job, you know what, I'm taking my chances.
• 23:46
  Speaker 1: And so that for me is the whole case about
• 23:50
  Speaker 1: like in every aspect of your life, whether or not
• 23:52
  Speaker 1: you're starting a business, or you're entering a relationship, or
• 23:55
  Speaker 1: just trying to contemplate how you're evolving. Stop asking people
• 23:59
  Speaker 1: for their opinion, some for information so you can make
• 24:01
  Speaker 1: your own decisions.
• 24:02
  Speaker 4: I love that.
• 24:03
  Speaker 2: I think that's like some of the best advice, and
• 24:06
  Speaker 2: it's it's it's.
• 24:07
  Speaker 4: Simple in theory, but we all do it.
• 24:10
  Speaker 2: We all ask our partners, our best friends, our family,
• 24:14
  Speaker 2: what should I do?
• 24:15
  Speaker 1: Matter of fact practice, Okay, don't ask another person what
• 24:18
  Speaker 1: you should wear to the next event.
• 24:20
  Speaker 5: Don't start there, don't do it. Don't send nobody.
• 24:23
  Speaker 1: Pictures them what are you wearing? And don't send them
• 24:28
  Speaker 1: no picture of what you're wearing.
• 24:29
  Speaker 4: Don't ask them what they're wearing.
• 24:30
  Speaker 5: No, don't ask them what do you feel like wearing?
• 24:34
  Speaker 4: That's all I do.
• 24:37
  Speaker 5: Call your friends and what are you wearing? The dress
• 24:42
  Speaker 5: code says I will go a cocktail? What does that mean?
• 24:45
  Speaker 2: No?
• 24:46
  Speaker 5: So this assignment is for you.
• 24:48
  Speaker 1: Yeah, totally Okay for the next week, week to the end.
• 24:52
  Speaker 5: No, what are you talking about to the end of
• 24:56
  Speaker 5: the month. If she does it, you will know I'm no. No,
• 25:04
  Speaker 5: you find out when not she asking.
• 25:06
  Speaker 1: Okay, don't ask anybody for their opinion on your outfit
• 25:10
  Speaker 1: on Instagram.
• 25:12
  Speaker 5: No, I don't really do that. No polls.
• 25:15
  Speaker 1: No, I want you to show up wearing something that
• 25:17
  Speaker 1: you love and you feel great.
• 25:19
  Speaker 4: Yeah, as I should.
• 25:20
  Speaker 3: Ye.
• 25:21
  Speaker 5: Don't ask anybody what they're wearing or what does this mean? Yeah,
• 25:24
  Speaker 5: I'll show up with some sequence. Girl, do it?
• 25:26
  Speaker 4: So true.
• 25:27
  Speaker 3: I just want to fit in, but no, we want
• 25:29
  Speaker 3: to stand out.
• 25:31
  Speaker 5: Or just feel great.
• 25:32
  Speaker 4: Yeah, like you know what I mean.
• 25:34
  Speaker 5: Just go and feel great. I'm fit when you walked
• 25:37
  Speaker 5: out the door yourself.
• 25:39
  Speaker 2: You know what I mean?
• 25:40
  Speaker 3: Yes, yes, the whole month feels yes, but it's aggressive.
• 25:45
  Speaker 5: But you can do it. I believe me.
• 25:47
  Speaker 1: Once you do that, some of these other harder decisions
• 25:50
  Speaker 1: where you go ask for people for their health will
• 25:52
  Speaker 1: be much easier.
• 25:53
  Speaker 5: I promised.
• 25:54
  Speaker 4: Just so true.
• 25:55
  Speaker 5: Thank you.
• 25:55
  Speaker 4: I needed that. Actually, can I have questions of where people?
• 25:59
  Speaker 4: Where can people?
• 26:00
  Speaker 1: I eve yes on my website bos dot com. Okay,
• 26:04
  Speaker 1: you can find me on Instagram. Badass bos love that,
• 26:08
  Speaker 1: all social networks, everything, yeah, everything.
• 26:10
  Speaker 2: Website, John dot com, okay, and book, oh the Urgent
• 26:16
  Speaker 2: Life and uh on brand Oh yes.
• 26:22
  Speaker 1: Voice Tuesdays after the Voice and Fridays at APM.
• 26:25
  Speaker 5: Wow, I'm like doing a voiceover watch.
• 26:29
  Speaker 4: Well, it's a long list, all of the things everywhere.
• 26:40
  Speaker 5: What you going here, Greg Eggs? Do you like?
• 26:44
  Speaker 4: We couldn't be more grateful.
• 26:46
  Speaker 2: Thank you for your time, thank you for your advice,
• 26:50
  Speaker 2: your honesty, everything.
• 26:52
  Speaker 4: You're amazing.
• 26:53
  Speaker 3: Thank you truly such an inspiration, really, such an inspiration,
• 26:57
  Speaker 3: such a.
• 26:57
  Speaker 1: Great moment, and I'm so proud of you for what
• 27:00
  Speaker 1: you've created, and I'm excited about how you're going to
• 27:03
  Speaker 1: evolve it.
• 27:04
  Speaker 5: Appreciate that. And if I can help in any way,
• 27:06
  Speaker 5: let me know.
• 27:06
  Speaker 4: We will take you up.
• 27:10
  Speaker 1: Sorry, tell you people, that's the benefit of becoming friends,
• 27:14
  Speaker 1: you know what I mean, the way it will be
• 27:15
  Speaker 1: unsolicited advice as well. I'm like, girl, I just saw
• 27:18
  Speaker 1: what you did over there, and let me tell you
• 27:20
  Speaker 1: this is what you need to do to change it.
• 27:21
  Speaker 2: I'm just here to get information, not ask your opinion.
• 27:28
  Speaker 5: That's exactly I love that.
• 27:31
  Speaker 4: Thank you so much for Thank you so so much.
• 27:36
  Speaker 1: I know, I think that next season of the Real
• 27:39
  Speaker 1: Househoves Beverly Hills, I'll be back.
• 27:41
  Speaker 5: Yeah, that's right,