Latest / Earn Your Leisure / EYL #278 Keys to Marketing, Branding, & Successful Black Women's Views on Relationships with Ericka Pittman

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EYL #278 Keys to Marketing, Branding, & Successful Black Women's Views on Relationships with Ericka Pittman · Earn Your Leisure

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  Speaker 1: An illegal alien from Guatemala charged with raping a child
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  Speaker 1: in Massachusetts. An MS thirteen gang member from Al Salvador
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  Speaker 1: accused of murdering a Texas man of Venezuelan charged with
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  Speaker 1: filming and selling child pornography in Michigan. These are just
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  Speaker 1: some of the heinous migrant criminals caught because of President
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  Speaker 1: Donald J.
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  Speaker 2: Trump's leadership.
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  Speaker 1: I'm Christy nom the United States Secretary of Homeland Security.
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  Speaker 1: Under President Trump, attempted illegal border crossings are at the
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  Speaker 1: lowest levels ever recorded, and over one hundred thousand illegal
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  Speaker 1: aliens have been arrested. If you are here illegally, your
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  Speaker 1: next you will be fined nearly one thousand dollars a day, imprisoned,
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  Speaker 1: and deported.
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  Speaker 2: You will never return.
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  Speaker 1: But if you register using our CBP home app and
• 0:47
  Speaker 1: leave now, you could be allowed to return legally. Do
• 0:50
  Speaker 1: what's right, leave now. Under President Trump, America's laws, border
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  Speaker 1: and families will be protected.
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  Speaker 3: Sponsored by the United States Department of Homeland Security Earners.
• 1:00
  Speaker 4: What's going on?
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  Speaker 5: Listen, eylu is relaunching, revamping, retooling. That's why we're creating
• 1:06
  Speaker 5: a new educational experience that's more expensive.
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  Speaker 4: Shot. Tell what we got, Yes, twenty twenty three. We
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  Speaker 4: got a lot in still a lot playing for you guys.
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  Speaker 4: So you know that EYLU already includes monthly financial planning
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  Speaker 4: calls with Me, book club calls with Troy, real estate
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  Speaker 4: calls with MG the mortgage got access to the Home
• 1:24
  Speaker 4: Buying Blueprint Volume one and Volume two. Part of the
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  Speaker 4: revamp will include twenty seven local chapters from across the
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  Speaker 4: United States, live interactive teaching hands on not just pre
• 1:36
  Speaker 4: recorded videos, plus fifteen brand new curriculums.
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  Speaker 5: The biggest just got bigger.
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  Speaker 6: Head over to eyl university dot com. That's EYL You
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  Speaker 6: n I V E R s I t Y dot com.
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  Speaker 3: See you there.
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  Speaker 4: So in marketing, it's say colts become culture, meaning it's
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  Speaker 4: more efficient to just focus on a small group of
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  Speaker 4: people and have them be evangelist for you, as opposed
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  Speaker 4: to it's just trying to spread yourself too things because
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  Speaker 4: eventually those small group of people will grow osmosis and
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  Speaker 4: will become culture, right like the Twelve Disciples, right like
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  Speaker 4: eventually this becomes two billion Christians around the world.
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  Speaker 2: One percent. I am always about vertical versus horizontal strategy,
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  Speaker 2: So it's like zero in on who your core audience
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  Speaker 2: is a hyper hyper penetrate.
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  Speaker 4: Out All right, guys, welcome back, eyl back home, and
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  Speaker 4: we have a special guest, Erica Pittman, a legend in
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  Speaker 4: the game when it comes to strategy and marketing. Worked
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  Speaker 4: with some EYO alumni that you might be familiar with,
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  Speaker 4: Al Harrington and Viola and a few others. So you
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  Speaker 4: have the title of being the first black female CMO
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  Speaker 4: of a multi state cannabis operator. Yes, is that correct?
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  Speaker 2: That is correct?
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  Speaker 4: Over three decades of experience in music, fashion and cannabis,
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  Speaker 4: and has worked with Aquahydrate Fiola is an author, we
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  Speaker 4: have a book, and just has a lot of great
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  Speaker 4: insight on business. So thank you for joining us.
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  Speaker 5: Yeah, we have an expert here today.
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  Speaker 4: Yeah. It's good to have experts in the field. That's important.
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  Speaker 5: It's very important.
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  Speaker 4: Yeah. So yeah, first and foremost, thank you for joining.
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  Speaker 4: I appreciate it.
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  Speaker 2: Thank you.
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  Speaker 4: All right, So, how did your did well? Did I
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  Speaker 4: do a good job of kind of framing.
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  Speaker 2: A great job. The one thing you left out though,
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  Speaker 2: was spirits alcohol.
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  Speaker 5: That's not that's not forget to rock. Let's not forget.
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  Speaker 2: A few others and working with another Voka company, Yoko Vodka, Polo,
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  Speaker 2: the Dawn's Company. So we've got some fun stuff.
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  Speaker 5: We also forgot to mention Brooklyn and Brooklyn. You know,
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  Speaker 5: the audience doesn't like when we don't mention Brooklyn's Shout
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  Speaker 5: out to Brooklyn.
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  Speaker 2: Shout out to Brooklyn, shout b K.
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  Speaker 4: You know that's biggest New York. I saw that's our
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  Speaker 4: biggest market.
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  Speaker 2: Actually, there you go, so you're gonna win.
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  Speaker 5: Now you got the native New York. We got the natives.
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  Speaker 4: I guess East New York, East New York. One of
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  Speaker 4: my favorite rappers is from East New York.
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  Speaker 2: Yeah.
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  Speaker 4: Yeah, well he's not from East New York.
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  Speaker 2: I mean from he's from Brooklyn. Yeah, but your favorite
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  Speaker 2: rapper from he's New York. Yes, the m O B guy,
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  Speaker 2: what's his name?
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  Speaker 3: M O P.
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  Speaker 4: I think they're from browns Brownsville.
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  Speaker 2: Okay, a z As he's from Brownsville.
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  Speaker 4: He's from East New York.
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  Speaker 5: Yeah, he would know.
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  Speaker 2: It's his favorite rapp He was from Brownsville.
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  Speaker 4: Look at that. Okay, Sosa, that was one of my
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  Speaker 4: out there you go that era, that era, that's when
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  Speaker 4: I really fell in love with rap. The firm him
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  Speaker 4: nods but as he always felt was extremely underrated.
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  Speaker 2: So yeah, absolutely, he's still he's still working, he's still
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  Speaker 2: making really great music and great shout out to.
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  Speaker 5: Yeah Ezy.
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  Speaker 4: So let's get into this. So all right, how do
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  Speaker 4: you start your career? Right coming from eastern New York?
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  Speaker 4: What's your break into the industry and which industry do
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  Speaker 4: you start first? Was it music? Fashion, liquor? Like, how
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  Speaker 4: did you actually, you know, get your stride?
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  Speaker 2: Yeah, it's funny. I started in media, so media is
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  Speaker 2: a big, big part of my expertise as well. So
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  Speaker 2: I started at a small internet company a long time ago,
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  Speaker 2: like a long time ago, mid nineties, long time ago.
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  Speaker 2: I've been in a game for a minute. I want
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  Speaker 2: to say it's ninety six myself, which is cool. But yeah,
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  Speaker 2: I worked for a company called iVillage dot com and
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  Speaker 2: they were like the first lifestyle website for women, and
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  Speaker 2: I was the thirty fifth employee. I literally was just
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  Speaker 2: looking for a full time job. I was in college
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  Speaker 2: and wanted to make some money. I was putting myself
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  Speaker 2: through college and wanted to work in advertising. And they
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  Speaker 2: had a job opening and they hired me. An amazing
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  Speaker 2: ride four years was a part of their IPO. Friends
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  Speaker 2: and family, stock did really, really well. They ultimately got
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  Speaker 2: acquired by NBC. So I had experience in that space
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  Speaker 2: very early on in my career, but loved advertising and marketing,
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  Speaker 2: but really needed something that was speaking to me culturally.
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  Speaker 2: And so I don't know if you guys know Keith Clinkscales, Yeah,
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  Speaker 2: heard of them, Yeah, yeah, so he I believe he
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  Speaker 2: created thirty for thirty with ESPN. He's one of the
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  Speaker 2: original pioneers in the cultural so launch five magazine. Keith
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  Speaker 2: started a company called Vanguard Media and they had three magazines, Honey,
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  Speaker 2: Heart and Soul and Savoy and Honey magazine was like
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  Speaker 2: the essence for young Black women, right. Essence at the
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  Speaker 2: time was a little bit more mature and oh, your
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  Speaker 2: man left you and you've got a divorce. I was like,
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  Speaker 2: I'm twenty, I don't know anything about that life. But Honey,
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  Speaker 2: it was fashion forward and makeup and beauty and music
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  Speaker 2: and all the things I loved. And I was like,
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  Speaker 2: you know what, I want to work at this magazine.
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  Speaker 2: So I literally wrote old school, wrote my letters and
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  Speaker 2: my resume, mailed it out, convent them to sponsor a
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  Speaker 2: party at Howard University for Howard Homecoming, and they came
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  Speaker 2: in as a media partner and they loved the work
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  Speaker 2: that I did with my cohorts, DSM's who I'm sure
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  Speaker 2: you guys have heard after you also Sean Combs alumni
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  Speaker 2: and genius in her own right. She and I had
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  Speaker 2: a company and we did an event with Mark Barnes
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  Speaker 2: in DC and got Honey to come down. They loved
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  Speaker 2: it and they were so impressed that they hired me.
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  Speaker 2: And I went into sales for Honey hert AND's own
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  Speaker 2: Savoy for about four or five years. Then ultimately heard
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  Speaker 2: about me a time in they brought me over to
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  Speaker 2: Timing to work at their publications there, and then Glamour
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  Speaker 2: magazine recruited me, and then Vibe recruited me, and then
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  Speaker 2: Giant recruited me. And I was finding this whole pattern
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  Speaker 2: of people seeing excellence in the marketplace and calling me like, hey,
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  Speaker 2: we're here doing great things in the market we'd love
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  Speaker 2: for you to be a part of our team. So
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  Speaker 2: that went on for about fifteen years and ultimately I
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  Speaker 2: burned out, like I can't keep doing sales and teaching
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  Speaker 2: people how to spend money with black people because it
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  Speaker 2: was a real challenge. It was like no black people
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  Speaker 2: buy shampoo, No, we buy cars. And it was constantly
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  Speaker 2: educating people to allocate money to us.
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  Speaker 5: Allocate money inside of the publications and outside of the publications,
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  Speaker 5: what exactly we're doing in sales.
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  Speaker 2: So I was selling advertising within the publication. So when
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  Speaker 2: you go into a magazine and you see a print ad,
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  Speaker 2: I was literally selling those ads. So I would go
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  Speaker 2: to companies, you know, major companies like l'oreel and some
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  Speaker 2: of the others, and they just really didn't understand the
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  Speaker 2: segment of the African American audience in a way that
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  Speaker 2: made sense, and so they felt like they were capturing
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  Speaker 2: us if they ran a commercial on ABC or if
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  Speaker 2: they ran an ad in a white magazine or a
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  Speaker 2: general market magazine. And it's like, you need to be
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  Speaker 2: able to speak to us specifically in order for us
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  Speaker 2: to be loyal to your brands. So that went on
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  Speaker 2: for over a decade of constantly teaching people about, you know,
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  Speaker 2: our value. And I realized that print was a dying
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  Speaker 2: industry at the time, and I was like, I need
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  Speaker 2: to do something different, and I'm really good at marketing.
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  Speaker 2: That's the reason why I'm selling the way that I'm
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  Speaker 2: selling in advertising, And I just started taking a bunch
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  Speaker 2: of informational interviews and I sat down with this woman.
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  Speaker 2: Her name is Ammani Duncan and at the time she
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  Speaker 2: was the CMO of bad Boy Worldwide Entertainment Group now
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  Speaker 2: Comb's Enterprise, but he used to be BBWEG. Now it's
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  Speaker 2: actually it's Comes Global now COMBS Global. And she asked
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  Speaker 2: me what my dream job would look like, and I
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  Speaker 2: just told her what it was. It was this hybrid
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  Speaker 2: between you know, marketing and strategy, but still monetizing paradigm
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  Speaker 2: and monetizing process. And she was like, this sounds exactly
• 9:33
  Speaker 2: like what we're trying to create for our internal agency,
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  Speaker 2: Blue Flame.
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  Speaker 4: So what does the CMO actually do. There's a chief Marketing.
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  Speaker 2: Office, Chief marketing Office, so what's what's the role of
• 9:43
  Speaker 2: a CMO. So that's a great question because so many
• 9:46
  Speaker 2: people are cmos and right, So a CMO is actually
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  Speaker 2: the head leadership of the strategic rollout of the actual brand.
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  Speaker 2: So internally and externally, the CMO works with communications, for instance,
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  Speaker 2: to understand what is our mission and purpose of the company,
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  Speaker 2: and how are we executing that mission and purpose internally
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  Speaker 2: and externally? So how are we educating and informing our employees,
• 10:20
  Speaker 2: our investors, our stakeholders. Are all of those communications in
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  Speaker 2: line with what we say we stand for and what
• 10:26
  Speaker 2: we say we believe in. And then to that end,
• 10:29
  Speaker 2: we are responsible for generating x amount of revenue with
• 10:32
  Speaker 2: consumer base. So how are we messaging to our target
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  Speaker 2: consumer in a way that speaks to our mission and
• 10:38
  Speaker 2: our purpose and keeping all keeping track of all of
• 10:41
  Speaker 2: that constantly and making sure that's a well oiled machine
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  Speaker 2: for as little money as possible.
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  Speaker 5: I think that was going to be my next thing.
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  Speaker 5: There's a budget that you're given and so talk about
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  Speaker 5: that part like you're doing the most with sometimes less
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  Speaker 5: the least.
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  Speaker 2: Yes, yeah, you're making magic happen. So there's there's three
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  Speaker 2: types of impressions. There are owned impressions, which is earned
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  Speaker 2: your leisure. You guys own your impressions, right. Uh. There
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  Speaker 2: are earned impressions, which is publicity pr or as Puff
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  Speaker 2: would always say, guilt by association. And then there's paid
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  Speaker 2: impressions and that's where you're spending money for media dollars. Right.
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  Speaker 2: So there's three ways of generating The first one is owned.
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  Speaker 2: What's that Owned impressions are your own impressions. So however,
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  Speaker 2: many followers you have on social media, however, many followers
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  Speaker 2: you have on YouTube coming to earn your leisure to view,
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  Speaker 2: you know, view your content. Those are your impressions. You
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  Speaker 2: own that organic reach, organic reach, and.
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  Speaker 4: Then what's the second one?
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  Speaker 2: Earned?
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  Speaker 4: What's that?
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  Speaker 2: What's the earned media? Impressions are press If somebody writes
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  Speaker 2: an article, somebody writes an article on a podcast, going
• 11:53
  Speaker 2: you go on someone else's podcast, So I repost your content,
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  Speaker 2: or I invite you two parts to pay it in
• 12:00
  Speaker 2: an event or part co branded partnership, and then you
• 12:03
  Speaker 2: generate impressions based on that, so you go on Good
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  Speaker 2: Morning America tomorrow. Those all earned media impressions, and then
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  Speaker 2: one and the third ones are paid and that's all advertising.
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  Speaker 2: So that's sponsorship, that's media, advertising, billboards, commercials, that's yes,
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  Speaker 2: above the line advertising, So print, out of home, radio
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  Speaker 2: and digital are the four out of home excuse me,
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  Speaker 2: above the line pay media, and then there's below the
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  Speaker 2: line paid media. So you could pay influencers, you could
• 12:33
  Speaker 2: pay for pot product placement, you could pay for branded
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  Speaker 2: entertainment strategy. It's all sorts of below the line things
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  Speaker 2: you could do to pay for awareness and connectivity.
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  Speaker 5: And you've seen that shift, right because as from when
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  Speaker 5: you started, print was a thing, yes, not so much
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  Speaker 5: a thing anymore. More money needs to go into digital.
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  Speaker 5: How have you navigated that?
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  Speaker 2: You know, it's been it's been great. Because one of
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  Speaker 2: the things that we did early on at Blue Flame,
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  Speaker 2: and while we were so successful but it wasn't uphill
• 13:02
  Speaker 2: battle back then, is we were a below the line agency.
• 13:06
  Speaker 2: So we hyper focused on influencer connectivity. We hyper focused
• 13:12
  Speaker 2: on social media and digital media, which at the time
• 13:16
  Speaker 2: people were buying Super Bowl commercials and then that was it.
• 13:20
  Speaker 2: We're going to spend two million dollars on a Super
• 13:22
  Speaker 2: Bowl commercial, Yeah, we did it. Whereas us, we wanted
• 13:25
  Speaker 2: to actually take over Twitter and have you know, the
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  Speaker 2: best handles for our brands and connect at a very
• 13:32
  Speaker 2: organic level, and people just weren't using those strategies back then.
• 13:36
  Speaker 2: So we had tremendous success in disrupting, disrupting in the
• 13:40
  Speaker 2: category and in culture, and being an expert at that
• 13:43
  Speaker 2: obviously fifteen years later is really interesting to see.
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  Speaker 4: So okay, let's talk about these different types of strategies. So,
• 13:52
  Speaker 4: because I have like a unofficial doctorate degree in marketing,
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  Speaker 4: I know that's right. So I have theories on this,
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  Speaker 4: but I think that the organic way is probably like
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  Speaker 4: ten times more effective than paid marketing, right.
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  Speaker 2: Absolutely more expensive. I mean it's less expensive, it's expensive.
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  Speaker 4: And it's more effective as far as I was always taught,
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  Speaker 4: like you have to run like I don't know exact numbers,
• 14:19
  Speaker 4: but let's say like five paid ads to convert one
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  Speaker 4: person with organic it might just be two. Two times
• 14:25
  Speaker 4: somebody actually sees you and then they'll just start to
• 14:28
  Speaker 4: follow you all those like that's what we've done. We've
• 14:30
  Speaker 4: never paid for any marketing. It's all been through word
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  Speaker 4: of mouth. Yes, it moves a lot faster and it's
• 14:35
  Speaker 4: a lot more trustworthy than just seeing constant ads. So,
• 14:40
  Speaker 4: if you were advising a client, how would you advocate
• 14:46
  Speaker 4: for them to grow their business effectively in today's world
• 14:50
  Speaker 4: with dividing those three different things that you just said, Like,
• 14:54
  Speaker 4: what's the strategy for a small business or just any
• 14:57
  Speaker 4: size business that's looking to, you know, grow their marketing campaign?
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  Speaker 3: You know.
• 15:01
  Speaker 2: So that's a really good question, and it's hard to
• 15:03
  Speaker 2: kind of sum it up in a nutshell because I
• 15:05
  Speaker 2: think it does depend on nuance. Because you're right, it
• 15:09
  Speaker 2: is better meaning the stickiness around your connection which your
• 15:13
  Speaker 2: your consumer is better organically. But if your goal is
• 15:17
  Speaker 2: to create awareness, right, because there's awareness and then there's affinity.
• 15:22
  Speaker 2: So awareness is people being familiar with your brand. If
• 15:26
  Speaker 2: I say earn your Leisure in Bangladesh, do they know
• 15:30
  Speaker 2: where Earn your Leisure is? Right? That's awareness, right, like
• 15:33
  Speaker 2: they know who puff Daddy is in Bangladesh, right. But
• 15:37
  Speaker 2: affinity means they watch the Earn your Leisure podcast, they
• 15:41
  Speaker 2: come to the you know, to the conferences, they know
• 15:44
  Speaker 2: you by name and today have that connectivity. So sometimes
• 15:47
  Speaker 2: organic works best because you're trying to ultimately get to affinity.
• 15:51
  Speaker 2: But if you're trying to quickly build awareness around your brand,
• 15:55
  Speaker 2: paid media can be effective. Case in point, people that
• 16:00
  Speaker 2: have e commerce companies nowadays buy social media ads for conversion.
• 16:06
  Speaker 2: Right they want to sell their product, they run ig ads.
• 16:09
  Speaker 2: The more ads they run, the more eyeballs they see,
• 16:12
  Speaker 2: the more people convert. And they can do that very
• 16:13
  Speaker 2: quickly because they have a transactional commodity. They're selling makeup
• 16:18
  Speaker 2: right or water, Whereas you guys are building an intellectual property.
• 16:24
  Speaker 2: So it's more important for you to build organic connection
• 16:27
  Speaker 2: because people need to think to understand why you're valuable.
• 16:32
  Speaker 2: They don't need to do, they need to think. So
• 16:34
  Speaker 2: it's a different there's a different modality there. So it
• 16:36
  Speaker 2: really does depend on what your brand is trying to achieve.
• 16:40
  Speaker 2: But the quick answer is you spend the biggest amount
• 16:46
  Speaker 2: of your time on earned media. Earned media because people
• 16:55
  Speaker 2: trust recommendation. So there's a trusted brand and earn your
• 17:01
  Speaker 2: leisure and if Ian says, go buy Apple, which is
• 17:05
  Speaker 2: what he always seems to say, you see, I watch your.
• 17:09
  Speaker 5: Podcast shut out to market mondays.
• 17:12
  Speaker 2: Market Mondays, Ian says, go by Apple. People are gonna
• 17:15
  Speaker 2: trust you, guys, and potentially at least go research Apple, right,
• 17:19
  Speaker 2: So there's an earned that's an earned media impression for
• 17:23
  Speaker 2: Apple every single time. Ian says that you see the value.
• 17:27
  Speaker 2: So if you go to earned first, you're gonna not
• 17:31
  Speaker 2: only get the association with whatever brand value that thing has,
• 17:36
  Speaker 2: You're going to be introduced to expanded audiences. It's going
• 17:39
  Speaker 2: to create all these other tentacles for your brand that
• 17:41
  Speaker 2: will automatically get you owned media impressions. Those are going
• 17:45
  Speaker 2: to come because you convert people that way, and then
• 17:48
  Speaker 2: you continue to connect with your owned media community and
• 17:51
  Speaker 2: once you start building up money, you make investment and
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  Speaker 2: paid and it becomes this nice ecosystem that works for
• 17:57
  Speaker 2: your brand.
• 17:59
  Speaker 4: So in marketing they say cults become culture earners.
• 18:04
  Speaker 5: What's up? Look, you want to have a seat at
• 18:06
  Speaker 5: the table, But what if you want to see at
• 18:08
  Speaker 5: an award show, a seat at fashion week, or a
• 18:11
  Speaker 5: seat with the board of directors for a cause that
• 18:13
  Speaker 5: excites you, a career that puts you in the driver's
• 18:16
  Speaker 5: seat where your passions become your purpose. Do you love
• 18:19
  Speaker 5: the world of music, the excitement of high fashion, or
• 18:22
  Speaker 5: perhaps you're driven by a desire to make a difference.
• 18:25
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• 18:37
  Speaker 5: working closely with your favorite artists on their financial strategies.
• 18:40
  Speaker 5: Or picture yourself as an accountant working in fashion, an
• 18:43
  Speaker 5: essential part of the production process helping designers thrive. Or
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  Speaker 5: how about an accountant working with nonprofits impacting the community
• 18:51
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• 19:21
  Speaker 4: With you, meaning it's more efficient to just focus on
• 19:26
  Speaker 4: a small group of people and have them be evangelist
• 19:31
  Speaker 4: for you, as opposed to just trying to spread yourself
• 19:34
  Speaker 4: too things because eventually those small group of people will
• 19:38
  Speaker 4: grow osmosis and will become culture, right like the Twelve Disciples,
• 19:43
  Speaker 4: right like e Mentionally, this becomes two billion Christians around
• 19:47
  Speaker 4: the world. What's your thoughts on that, because that's something
• 19:50
  Speaker 4: that a lot of people don't really do effectively. Either
• 19:53
  Speaker 4: they come out the gate and just try to just
• 19:55
  Speaker 4: be all things to our people as opposed to really
• 19:58
  Speaker 4: honing in and building us very small, tight knit community
• 20:02
  Speaker 4: and then kind of just.
• 20:03
  Speaker 2: Growing it like that one million percent. I am always
• 20:06
  Speaker 2: about vertical versus horizontal strategy, So it's like zero in
• 20:11
  Speaker 2: on who your core audience is and hyper hyper penetrate
• 20:15
  Speaker 2: that audience, so get them in every place that they
• 20:20
  Speaker 2: are passionate. So if your audience works nine to five,
• 20:25
  Speaker 2: you probably should be targeting them from six to ten,
• 20:29
  Speaker 2: you know what I mean. But if your audience is
• 20:33
  Speaker 2: of your audience as creative, you have to figure out
• 20:35
  Speaker 2: where those key touch points are for them and hyper
• 20:38
  Speaker 2: focus on those areas because you want to get them
• 20:41
  Speaker 2: when their mindset is in the thing that they are
• 20:43
  Speaker 2: passionate about. So it's not necessarily just getting them, it's
• 20:48
  Speaker 2: connecting with them in emotional moments that makes sense for
• 20:51
  Speaker 2: them so that they remember.
• 20:52
  Speaker 5: You when you talked about paid media and you said
• 20:57
  Speaker 5: you go under the line. And I'm wondering, now, if
• 21:00
  Speaker 5: you're doing that vertical method, how do you select the
• 21:04
  Speaker 5: influencers the media Because a lot of times we'll hear
• 21:07
  Speaker 5: black media, right, but when we think of that, we'll
• 21:10
  Speaker 5: stick and we'll stay in that familiarity, but we won't
• 21:13
  Speaker 5: get that notoriety from other brands. So how did you
• 21:16
  Speaker 5: or how do you navigate through that?
• 21:19
  Speaker 2: It's again, it's nuanced because you have to prioritize what's
• 21:23
  Speaker 2: most important to you first, right, So if the segment
• 21:27
  Speaker 2: of the population is I want eighteen to thirty four
• 21:30
  Speaker 2: year olds first, right, there's a certain age group that
• 21:34
  Speaker 2: you want to target. And then you might say, well,
• 21:37
  Speaker 2: out of the eighteen and thirty four, I think that
• 21:40
  Speaker 2: our brand skews more male, right, which is a little
• 21:43
  Speaker 2: unique now with gender fluidity. But you know there's do
• 21:47
  Speaker 2: you do you target male conversations versus women conversations? All
• 21:51
  Speaker 2: of those things? And then once you figure that out,
• 21:53
  Speaker 2: you start to say, is there a factor around race?
• 21:56
  Speaker 2: Is there a factor around geo targeting?
• 21:58
  Speaker 5: Like?
• 21:58
  Speaker 2: Do I target Brooklyn? Like you said, Brooklyn's your number
• 22:01
  Speaker 2: one audience versus we hoo Los Angeles?
• 22:05
  Speaker 3: Right?
• 22:06
  Speaker 2: So you start to zero in on where your bulls
• 22:08
  Speaker 2: eye is and you spend your the most of your
• 22:11
  Speaker 2: time in that space, but you also look at the
• 22:15
  Speaker 2: whole of that that segment as well. Does that make sense?
• 22:19
  Speaker 2: So you're not trying to get twenty five to fifty
• 22:21
  Speaker 2: four year olds, You're trying to get as many eighteen
• 22:23
  Speaker 2: to thirty four year olds as possible, and then within
• 22:26
  Speaker 2: that you're carving out sub segments to figure out how
• 22:30
  Speaker 2: to connect with them, and you do that based on
• 22:32
  Speaker 2: a number of things.
• 22:34
  Speaker 4: So another thing that's beneficial, going back to the Sarak thing,
• 22:40
  Speaker 4: and even Bad Boy, it's good to have once we
• 22:44
  Speaker 4: get it's good to have ambassadors and evangelists. I'd like
• 22:47
  Speaker 4: to say evangelists better than ambassadors. So Sarak Boys, the
• 22:52
  Speaker 4: DJ campaign, that was extremely beneficial, thank you. And even
• 22:57
  Speaker 4: with you know, Bad Boy, the street team nobody really
• 22:59
  Speaker 4: the street team anymore but Rough Riders. They probably had
• 23:02
  Speaker 4: one of the best street teams I've ever seen with
• 23:04
  Speaker 4: all of those bikers and T shirts and you just
• 23:08
  Speaker 4: it just becomes so you know, energetic that you just
• 23:12
  Speaker 4: see everybody you know, you just want to be a
• 23:14
  Speaker 4: part of it. So talk about that as far as
• 23:18
  Speaker 4: like how important is that when it comes to marketing,
• 23:20
  Speaker 4: And yeah, I'm sure he was involved in some capacity
• 23:23
  Speaker 4: with us a rock situation, so maybe you can talk
• 23:25
  Speaker 4: directly to that.
• 23:25
  Speaker 2: Yeah, I mean absolutely the thing that's part of the
• 23:30
  Speaker 2: that's part of that credibility factor that I was talking about, right,
• 23:34
  Speaker 2: and so figuring out ways to have other people speaking
• 23:39
  Speaker 2: about your brand or thing on your behalf, that's all
• 23:42
  Speaker 2: part of it.
• 23:42
  Speaker 3: And you know.
• 23:45
  Speaker 2: Bad Boy, they were the Kings of street teaming, right,
• 23:49
  Speaker 2: the Kings, and I think A lot of that strategy
• 23:53
  Speaker 2: evolved into some of the things that we did at
• 23:55
  Speaker 2: Blue Flame for Below the Line. I remember we did
• 23:59
  Speaker 2: a campaign for I don't know if you guys remember
• 24:02
  Speaker 2: Puff's album Last Train in Paris with Diddy Dirty Money.
• 24:05
  Speaker 2: So we were trying to think of all of these
• 24:06
  Speaker 2: amazing things that we could do. We wanted to take
• 24:09
  Speaker 2: over Grand Central Station and the four train line and
• 24:12
  Speaker 2: have a party on the train that landed a grant
• 24:15
  Speaker 2: like craziness a right, And at the time, it just
• 24:17
  Speaker 2: wasn't wasn't feasible with the city where we were like,
• 24:20
  Speaker 2: what could we do that was disruptive, and so we
• 24:23
  Speaker 2: literally we did this last Camp Street Team campaign where
• 24:27
  Speaker 2: we took over the train signs, like in the middle
• 24:31
  Speaker 2: of the night, we posted fake train signs that said
• 24:35
  Speaker 2: last train to Paris all over the city and it
• 24:38
  Speaker 2: caused this crazy ruckus and we got all kinds of
• 24:41
  Speaker 2: news and noteworthiness for it, and we literally had to
• 24:44
  Speaker 2: take it down by a certain hour before we you know,
• 24:46
  Speaker 2: got penalized. But it was a real strategy. At like
• 24:49
  Speaker 2: two o'clock in the morning, we went out and post
• 24:51
  Speaker 2: no bills, plastered these you know, these campaigns all over
• 24:54
  Speaker 2: the city and literally by twelve they were gone, like
• 24:58
  Speaker 2: huh what posters? Everybody was just like what kind of
• 25:01
  Speaker 2: magic trick was this? And so doing really unique things
• 25:03
  Speaker 2: like that in the marketplace was a lot of fun,
• 25:06
  Speaker 2: you know, taking over Times Square, and it's just I
• 25:09
  Speaker 2: think the flash mob sort of comes from that Street
• 25:14
  Speaker 2: Team strategy. That Street Team I remember when.
• 25:17
  Speaker 4: They were trying to find a dude, Cody Mariam.
• 25:21
  Speaker 5: Yeah, it was Yeah, these postals just kept going up everywhere.
• 25:24
  Speaker 4: So it was it was like an African dictator. Allegedly
• 25:28
  Speaker 4: that was like using child soldiers. So it was so
• 25:32
  Speaker 4: crazy because one day I just woke up and I
• 25:35
  Speaker 4: just saw like Rihanna had posted like it was like,
• 25:37
  Speaker 4: you know, they had the Obama hope, yeah posted. They
• 25:41
  Speaker 4: transformed that into like find Cody twenty eighteen or something
• 25:45
  Speaker 4: like that. I forgot what year it was, but within
• 25:47
  Speaker 4: one day, almost every major celebrity had posted it on
• 25:51
  Speaker 4: their social media and it was just like signs randomly
• 25:55
  Speaker 4: all over the place.
• 25:56
  Speaker 2: Amazing.
• 25:57
  Speaker 4: It is one of the most effective campaigns ever. Nothing
• 26:01
  Speaker 4: really came of it, but I just still to this
• 26:04
  Speaker 4: day it was just amazing that so many people was
• 26:08
  Speaker 4: was really just they didn't even know why they were
• 26:11
  Speaker 4: posting it. It was just like once one person posted it,
• 26:14
  Speaker 4: then everybody else started to post it, and then it
• 26:16
  Speaker 4: just it just went super viral. Did he posted it?
• 26:18
  Speaker 4: It went super viral? So yeah, I just was always
• 26:22
  Speaker 4: intrigued with that. But the flash mob, going back to
• 26:24
  Speaker 4: your thing flash mob situation, I feel like that's kind
• 26:28
  Speaker 4: of been transitioned now because everything in social media. Yes,
• 26:31
  Speaker 4: so now it's it's not the same as as it
• 26:35
  Speaker 4: was previously. In some regards, it's better because now you
• 26:39
  Speaker 4: can post on social media and then you can get
• 26:42
  Speaker 4: people from all over the world, but it doesn't have
• 26:44
  Speaker 4: that same in person effect. Fact.
• 26:48
  Speaker 2: Yeah yeah, yeah, I mean you know, you were talking
• 26:51
  Speaker 2: ten years ago. So it evolves that the world.
• 26:54
  Speaker 4: The world changed, the world changes, Like you're not going
• 26:56
  Speaker 4: to see street teams anymore, yeah.
• 27:00
  Speaker 5: Unless somebody brings their back.
• 27:01
  Speaker 2: You know, it's funny. I don't think street teams are over.
• 27:04
  Speaker 5: I just don't see them.
• 27:05
  Speaker 2: You don't see it because it's like, how do you
• 27:07
  Speaker 2: do it differently? Right? Like what's the new edge and
• 27:10
  Speaker 2: the new because nothing beats face to face touch point communication,
• 27:15
  Speaker 2: Nothing beats me talking to you about why my brand
• 27:17
  Speaker 2: is great, right, but do it in a way that
• 27:19
  Speaker 2: makes sense for me. So I think fundamentally street teams
• 27:22
  Speaker 2: could still work. It's just the way that they do
• 27:24
  Speaker 2: them has to change.
• 27:26
  Speaker 5: Yeah. So even in transition and talking about you on
• 27:28
  Speaker 5: a professional level, you've gone through different spaces. Right, you
• 27:32
  Speaker 5: started media, there's a tech component, it's a cannabis component.
• 27:35
  Speaker 5: How has your approach changed with going through industries?
• 27:42
  Speaker 6: Do you know?
• 27:42
  Speaker 2: My approach has not really changed because fundamentally, there's just
• 27:47
  Speaker 2: a paradigm. Like I just broke down the three types
• 27:51
  Speaker 2: of media, right, It's it's not rocket science. It really
• 27:56
  Speaker 2: is just understanding what your brand represents, where you're trying
• 28:01
  Speaker 2: to take your brand, and who you're speaking to. Because
• 28:04
  Speaker 2: the rules don't change, the people do. So, like I said,
• 28:08
  Speaker 2: street teams could still work. They just need to work
• 28:11
  Speaker 2: differently because people don't interact in the same way they
• 28:14
  Speaker 2: used to interact. So the same goes for you know,
• 28:17
  Speaker 2: the strategies, Like I know what works and what doesn't
• 28:20
  Speaker 2: work in the marketplace. It's just understanding when to use
• 28:23
  Speaker 2: it and how to use it depending on your audience.
• 28:25
  Speaker 4: So at one so you were employee for bad Boy, right, yep,
• 28:29
  Speaker 4: so you left at some point yep, and.
• 28:32
  Speaker 5: After eight.
• 28:35
  Speaker 4: Years being promoted, Oh yes, yes, yeah, keep that part,
• 28:38
  Speaker 4: you become self employed.
• 28:40
  Speaker 2: No, yes, sort of, yeah, you can say that. I
• 28:43
  Speaker 2: actually was a project based consultant for a few years
• 28:46
  Speaker 2: and I had a lot of fun. I worked with
• 28:48
  Speaker 2: Scott Mills at BET for about thirteen months helping the
• 28:52
  Speaker 2: team strategize their experience business. So you know the awards
• 28:56
  Speaker 2: Every year, they have three days leading up to the
• 28:58
  Speaker 2: awards called the BT Experience. It's like this amazing, consumer driven,
• 29:04
  Speaker 2: fan based fan zone, and we were thinking about how
• 29:07
  Speaker 2: we could scale that opportunity and take it global and
• 29:10
  Speaker 2: do some really unique things pre COVID. So that was
• 29:12
  Speaker 2: a ton of fun. And then I got recruited by
• 29:15
  Speaker 2: Al Harrington to come over to Viola and I just
• 29:19
  Speaker 2: thought this really could be the Soraca cannabis. It was
• 29:22
  Speaker 2: such an amazing brand, and I'd always wanted to work
• 29:24
  Speaker 2: in cannabis, even from the time it became legal in Colorado.
• 29:28
  Speaker 2: I was like, I would love to just move to
• 29:29
  Speaker 2: Colorado and work on cannabis.
• 29:31
  Speaker 4: So how it was working in cannabis different from working.
• 29:33
  Speaker 2: In li You know what's funny is they're not a
• 29:36
  Speaker 2: ton of major differences in because it's a regulatory industry.
• 29:43
  Speaker 2: And you know, I always say America is a country
• 29:45
  Speaker 2: of precedents, right, so we used the Constitution to create
• 29:48
  Speaker 2: new laws and you know, amendments and all the things.
• 29:51
  Speaker 2: And when you think about prohibition in this country and
• 29:55
  Speaker 2: what went on with alcohol and the illegalization of alcohol,
• 29:58
  Speaker 2: the very same thing are happening in cannabis. So you know,
• 30:02
  Speaker 2: history is an indicator you can kind of gauge what's
• 30:05
  Speaker 2: going to happen in cannabis in the next few years.
• 30:07
  Speaker 5: When you spoke about the BT experience, it's something that
• 30:09
  Speaker 5: we actually we've been a part of. I wonder how
• 30:12
  Speaker 5: often are you going to different activations and taking in
• 30:17
  Speaker 5: the experiences and saying, you know what, this is something
• 30:19
  Speaker 5: we can add. Is that part of what you're doing
• 30:20
  Speaker 5: as well? Like I feel like we when we went
• 30:22
  Speaker 5: to the Super Bowl, it was the first time we
• 30:24
  Speaker 5: were there as number one, as entrepreneurs and looking at
• 30:28
  Speaker 5: the things that were taking place and saying this is
• 30:29
  Speaker 5: something that we can implement. We're going into media rooms
• 30:32
  Speaker 5: and we're seeing how things are set up and saying,
• 30:34
  Speaker 5: are these are things that we can Is that something
• 30:36
  Speaker 5: that you've done throughout your career.
• 30:38
  Speaker 2: Absolutely absolutely. You know, I have friends that have, you know,
• 30:42
  Speaker 2: in their wedding process getting married, they start attending other friends,
• 30:46
  Speaker 2: actively attending other friends' weddings just to see creative things
• 30:49
  Speaker 2: that other people are doing in their process and how
• 30:51
  Speaker 2: things flow. Same goes for us in business. You know,
• 30:53
  Speaker 2: you should be attending as many finance conferences as you can,
• 30:56
  Speaker 2: as many lifestyle conferences as you can to figure out
• 30:59
  Speaker 2: what hims are looking for, what's missing, and how you
• 31:02
  Speaker 2: could do things different and elevate it, you know, for
• 31:05
  Speaker 2: your own experience, absolutely, yeah.
• 31:07
  Speaker 4: You joy inspiration from a variety of different things. I
• 31:11
  Speaker 4: think it's important to join inspiration from things that have
• 31:13
  Speaker 4: nothing to do what you're doing either. So even you know,
• 31:16
  Speaker 4: talking about Nipsey Hustle and he was talking about when
• 31:19
  Speaker 4: he read the book and it talked about one hundred
• 31:22
  Speaker 4: dollar cheesesteak and Philadelphia and he was, you know, really
• 31:27
  Speaker 4: impressed by that, and he that's how he started his
• 31:30
  Speaker 4: Proud to Pay campaign and started selling his mixtape one
• 31:32
  Speaker 4: hundred dollars. So you would think that a culinary experience
• 31:36
  Speaker 4: has nothing to do with musical experience, But like I said,
• 31:40
  Speaker 4: you kind of you can joy inspiration from anywhere, but
• 31:42
  Speaker 4: it's important to just be aware and see different, you know,
• 31:45
  Speaker 4: tactics that's being used and to see, okay, how can
• 31:48
  Speaker 4: you relate it to your industry? But cannabis so Viola,
• 31:52
  Speaker 4: So what is some of the things that you actually
• 31:54
  Speaker 4: did for Viola?
• 31:56
  Speaker 2: So I was the CMO for for Viola, So really
• 32:02
  Speaker 2: one of the biggest things that I did during my tenure. Oh,
• 32:05
  Speaker 2: there were a few things. So we were launching in
• 32:08
  Speaker 2: New States constantly right at the time, and so one
• 32:12
  Speaker 2: of the things we had done around the All Star
• 32:15
  Speaker 2: in Chicago, recreational cannabis became legal literally like weeks before
• 32:22
  Speaker 2: All Stars. So it was a very unique time in Chicago,
• 32:25
  Speaker 2: to say the least. And so figuring out how to
• 32:27
  Speaker 2: create brand awareness and brand equity within that market was
• 32:31
  Speaker 2: a lot of fun, and we had to do it
• 32:32
  Speaker 2: really quickly because like, cannabis changes every minute, Like there's
• 32:36
  Speaker 2: some new legislation somewhere in some city about cannabis, right,
• 32:40
  Speaker 2: So staying on top of that was really important. But
• 32:42
  Speaker 2: it was challenging for us because it's not federally regulated,
• 32:46
  Speaker 2: and so how do you create scale around a brand
• 32:50
  Speaker 2: that has legal nuances on a state by state basis,
• 32:54
  Speaker 2: So I cannot take product X in Detroit to Nevada
• 32:58
  Speaker 2: or to New York or to Oregon legally, So how
• 33:02
  Speaker 2: do I call for the Viola brand consistently no matter
• 33:04
  Speaker 2: where I am? And for me, I wanted to develop
• 33:09
  Speaker 2: a platform around what the brand stood for, and so
• 33:13
  Speaker 2: it was about people, purpose and plans, right, that was
• 33:17
  Speaker 2: what Viola's That's what Viola is about, and it's very
• 33:20
  Speaker 2: very purpose driven brand. And so we did a lot
• 33:22
  Speaker 2: of social equity work in the marketplace. So reacclimating nonviolent
• 33:27
  Speaker 2: offenders that were previously convicted for cannabis related crimes, re
• 33:32
  Speaker 2: entering them into society was a huge part of our initiative,
• 33:34
  Speaker 2: which is a national communication. We can talk about that
• 33:37
  Speaker 2: to the cows come home, right, that's not illegal. But
• 33:39
  Speaker 2: at the same time, we're getting people to know what
• 33:41
  Speaker 2: the Viola brand is, what the Viola brand stands for,
• 33:44
  Speaker 2: and what the Viola brand is doing to help uplift
• 33:46
  Speaker 2: its people. So we did a lot of campaigning and
• 33:50
  Speaker 2: volunteer work and community work around that, and then we
• 33:53
  Speaker 2: had a ton of lifestyle affinity and some fun cool
• 33:55
  Speaker 2: stuff that we did at a local level within each market.
• 33:57
  Speaker 2: So understanding the culture of Detroit, this is the culture
• 34:00
  Speaker 2: of la and who to align ourselves with. And we
• 34:03
  Speaker 2: had a lot of fun.
• 34:05
  Speaker 5: This sounds like you're developing like leadership teams and policies, right,
• 34:10
  Speaker 5: Like you're it's inside of this role as CMO, Like
• 34:14
  Speaker 5: you're organizing and creating policy too, right, this is what
• 34:16
  Speaker 5: this sounds like.
• 34:17
  Speaker 2: Absolutely, we're working with working with the policy legislators, definitely,
• 34:22
  Speaker 2: And it really is about helping people understand the audience
• 34:27
  Speaker 2: that we serve, the brand that we represent, and then
• 34:30
  Speaker 2: how we need to leverage opportunities for that audience, if
• 34:34
  Speaker 2: that makes sense. Right, So if I'm in Detroit, these
• 34:37
  Speaker 2: are the things that this community needs from Detroit to
• 34:40
  Speaker 2: be represented properly in the cannabis space and creating programming
• 34:44
  Speaker 2: that represents that.
• 34:46
  Speaker 4: So how do you know if you're going to return
• 34:47
  Speaker 4: on your investment dollars?
• 34:50
  Speaker 2: Point blank? Period is a number? Yeah, it's a number.
• 34:53
  Speaker 4: It's hard to try. So it's like, all right, if
• 34:55
  Speaker 4: I put a billboard in Times Square, right, and it
• 34:57
  Speaker 4: costs me twenty thousand dollars to put that billboard and
• 34:59
  Speaker 4: Time squad, I want to promote my album and my
• 35:02
  Speaker 4: album sells twenty thousand copies the first week. I don't
• 35:06
  Speaker 4: really know if that billboard helped. It's hard to track that.
• 35:09
  Speaker 2: You don't know if the billboard had a direct impact.
• 35:12
  Speaker 2: But you can do things like call to action, you
• 35:14
  Speaker 2: can do now, you can do QR codes, and so
• 35:17
  Speaker 2: you can do all sorts of things to track specifically
• 35:20
  Speaker 2: whether or not there was a conversion. That's called the
• 35:22
  Speaker 2: conversion you're talking about within that specific initiative. But ultimately,
• 35:26
  Speaker 2: what you're trying to do is create as many impressions
• 35:29
  Speaker 2: for as little dollars as possible to get the return
• 35:32
  Speaker 2: on the revenue. So yeah, there's a lot of tracking
• 35:37
  Speaker 2: that goes into that.
• 35:38
  Speaker 5: Yeah, because I always wonder like, if I'm putting I
• 35:41
  Speaker 5: mean the highest levels, I'm putting a suit bowl ad
• 35:43
  Speaker 5: and I'm paying five million, what is the data? What
• 35:46
  Speaker 5: are the analysis that's going to say, all right, this
• 35:49
  Speaker 5: was worth it?
• 35:49
  Speaker 3: Right?
• 35:49
  Speaker 5: Is it just the conversion of how many people come
• 35:51
  Speaker 5: to the site or is that how many people by
• 35:53
  Speaker 5: the product that these are all metrics.
• 35:55
  Speaker 2: Those are all metrics, and again it's what's important. Right,
• 35:58
  Speaker 2: So if aware, immediate awareness is the most important thing
• 36:01
  Speaker 2: for your brand, and you buy a Super Bowl ad,
• 36:04
  Speaker 2: For sure, millions of people will see your ad if
• 36:07
  Speaker 2: they didn't go to the bathroom, right, they'll see it.
• 36:10
  Speaker 2: But if you have ten million dollars and you spend
• 36:16
  Speaker 2: twenty percent of it on a fifteen second ad creative
• 36:19
  Speaker 2: and ad run, is that the best use of your funds?
• 36:23
  Speaker 3: Right?
• 36:23
  Speaker 2: So you just have to look at how much money
• 36:25
  Speaker 2: you have, how much time you have, and what you're
• 36:28
  Speaker 2: trying to get done with your audience, and then you
• 36:30
  Speaker 2: figure out where to spend your money. There's some people
• 36:32
  Speaker 2: that spend millions of dollars on a launch party. Right, Oh,
• 36:35
  Speaker 2: we've got a new brand, We're going to have a
• 36:37
  Speaker 2: launch party. We'll have our investors there, we'll get some press.
• 36:40
  Speaker 2: This is going to make the most sense ever. But
• 36:42
  Speaker 2: it's like, do you spend twenty percent of your budget
• 36:44
  Speaker 2: on a launch party? Because is that going to give
• 36:46
  Speaker 2: you the runway that you need to run your brand
• 36:48
  Speaker 2: for the next four years? Probably not. So, just just
• 36:52
  Speaker 2: being smart about how you spend your money and where
• 36:54
  Speaker 2: you spend it.
• 36:55
  Speaker 5: And as a marketing agency, you're getting the money upfront
• 36:58
  Speaker 5: right there, you're getting paid for your services. Is there
• 37:00
  Speaker 5: any a time where there is an incentive to have
• 37:03
  Speaker 5: a campaign push further because there's royalties or anything like that.
• 37:05
  Speaker 5: How does that work in the marketing world.
• 37:08
  Speaker 2: Yeah, I mean I think that depending on the opportunity,
• 37:10
  Speaker 2: there are tons of ways to create equity conversations. You
• 37:15
  Speaker 2: can you can actually get paid per acquisition depending on
• 37:22
  Speaker 2: the conversion that we talked about earlier. You can you know,
• 37:27
  Speaker 2: be a part of a participate in the like the
• 37:29
  Speaker 2: cap table, and if the company gets sold, you can
• 37:32
  Speaker 2: you know, be incentivized around that. So there are tons
• 37:34
  Speaker 2: of ways to leverage leverage equity through marketing.
• 37:37
  Speaker 4: So put a solutions what's that?
• 37:40
  Speaker 2: That's my personal consulting company.
• 37:42
  Speaker 4: So once you start that.
• 37:44
  Speaker 2: So I actually started that in two thousand and seven.
• 37:47
  Speaker 2: Believe it or not. People joke and call me Olivia
• 37:50
  Speaker 2: Pope in the industry because I get a lot of
• 37:52
  Speaker 2: back calls. Hey, so I heard you do X, Y
• 37:54
  Speaker 2: and Z come help me with this in a really
• 37:56
  Speaker 2: stealth kind of way. So I've worked with a lot
• 37:59
  Speaker 2: of different people, sort of ghost written for a few
• 38:03
  Speaker 2: folks behind the scenes to help with strategy and help
• 38:06
  Speaker 2: them with where they want to take their companies long term.
• 38:09
  Speaker 4: So what do you all right? So you just if
• 38:11
  Speaker 4: I want to hire you as a consultant, what does
• 38:14
  Speaker 4: that come with? What lay out your services?
• 38:17
  Speaker 2: Oh okay, well we can be here for a while.
• 38:19
  Speaker 2: But so I think the scope for services depends on
• 38:22
  Speaker 2: again on the need. But for me, I do at
• 38:25
  Speaker 2: the net net. I do enterprise leadership. So what that
• 38:27
  Speaker 2: means is I can look at a company and I
• 38:29
  Speaker 2: always say, are you building to sell or building to scale?
• 38:34
  Speaker 2: Because if you're building something to create a legacy like
• 38:38
  Speaker 2: Coca Cola, right or Johnny Walker one of those really
• 38:42
  Speaker 2: big old brands, there's a different methodology that goes into
• 38:47
  Speaker 2: building one hundred year brand than a brand that is
• 38:50
  Speaker 2: looking to launch, get big enough to sell and move on.
• 38:54
  Speaker 4: With some of the differences, Well, you.
• 38:57
  Speaker 2: Know you invent Sandy Claus. Do you know Coca Cola
• 38:59
  Speaker 2: cre to Santa Claus Right as we see them today,
• 39:03
  Speaker 2: Coca Cola designed Santa Claus. Coca Cola has only changed
• 39:06
  Speaker 2: just logo I think maybe three or four times in
• 39:08
  Speaker 2: the history of the entire company. So when you think
• 39:10
  Speaker 2: about the decisions you make around a brand that is
• 39:13
  Speaker 2: a legacy brand that's long term, you tend to move slower,
• 39:17
  Speaker 2: broader and be more strategic about how you're building the
• 39:20
  Speaker 2: brand versus a brand that needs to get big quickly
• 39:23
  Speaker 2: so that it can be valuable enough to sell and
• 39:25
  Speaker 2: move on. So I liken it too. When you buy
• 39:27
  Speaker 2: a house, if you're buying a house to flip, are
• 39:31
  Speaker 2: you going to put an eighty thousand dollar kitchen in
• 39:33
  Speaker 2: the house, Probably gonna put a fifteen to twenty thousand dollars,
• 39:37
  Speaker 2: maybe a ten thousand dollar kitchen to make it look
• 39:38
  Speaker 2: like a fifteen thousand dollars to get the value up,
• 39:41
  Speaker 2: flip the house and sell it. But if you're moving
• 39:42
  Speaker 2: your wife and kids in the house, you might you
• 39:45
  Speaker 2: might buy a eighty thousand dollar kitchen because you're gonna
• 39:47
  Speaker 2: be here for a while. Same thing with business. So
• 39:49
  Speaker 2: if you're building a business quickly, you want to be
• 39:52
  Speaker 2: as efficient as possible, versus if you're building a business
• 39:54
  Speaker 2: for the long term, you want to be more.
• 39:58
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  Speaker 2: Strategic and make longer term investments. So I helped. Comp
• 44:08
  Speaker 2: stated that they did.
• 44:10
  Speaker 4: Why did they create Santa Claus to sell Coca.
• 44:12
  Speaker 2: Cola, to sell Coca Cola for the holidays. So not
• 44:16
  Speaker 2: Santa Claus, the story of Santa Claus, the way that
• 44:19
  Speaker 2: Santa Claus looks to us. Coca Cola created that the
• 44:23
  Speaker 2: colors in the early nineteen hundreds and what they put
• 44:25
  Speaker 2: it like in commercials and they use it in an
• 44:27
  Speaker 2: ad campaign for the holidays.
• 44:29
  Speaker 4: So there was already a story of Santa Claus.
• 44:31
  Speaker 2: Absolutely story of Santa Claus, Norway.
• 44:33
  Speaker 4: Or somewhere else. Yes, and they just popularized it.
• 44:36
  Speaker 2: They popularized popularized this whole Chris krangle with the big
• 44:40
  Speaker 2: beer efty and the red and white and sell Coca
• 44:44
  Speaker 2: Cola colors. I mean not the Christmas wouldn't be but
• 44:46
  Speaker 2: it's all it was. It was brilliant branding was that
• 44:48
  Speaker 2: Edward Burnet. You know what, I don't know, I don't know.
• 44:52
  Speaker 2: I can't remember his name off the top of my head.
• 44:55
  Speaker 4: But yeah, that with bne that's a signam and Freud's
• 44:58
  Speaker 4: nephew if anybody doesn't know, that is credited with really
• 45:03
  Speaker 4: revolutionizing He created PR.
• 45:07
  Speaker 6: Love that you know.
• 45:08
  Speaker 4: He created the term PR because it came from propaganda,
• 45:13
  Speaker 4: but propaganda had a negative connotation from the Nazis. They
• 45:17
  Speaker 4: used propaganda campaign. So yes, he said, I want to
• 45:20
  Speaker 4: do propaganda. I wanted to help America. He's helping all
• 45:23
  Speaker 4: of the forward, all of these large companies, and it
• 45:26
  Speaker 4: was propaganda, but he couldn't name it propaganda. So he
• 45:28
  Speaker 4: had to come up with something that was appealing to
• 45:30
  Speaker 4: the public. So it was public relations, which is essentially propaganda,
• 45:34
  Speaker 4: but that was his twist on it. He created. He
• 45:38
  Speaker 4: created PR as we know it today.
• 45:40
  Speaker 2: And you know where propaganda comes from?
• 45:42
  Speaker 4: Where is propaganda come from?
• 45:43
  Speaker 2: Queen King Henry the eighth and Thomas Cromwell. He needed
• 45:48
  Speaker 2: to socialize the narrative that divorce was okay so that
• 45:52
  Speaker 2: he can marry.
• 45:53
  Speaker 4: They changed the whole country vision because of it.
• 45:57
  Speaker 2: Started the daily newspaper. They gave the daily updates to
• 46:00
  Speaker 2: the citizens, and the king told the story that he
• 46:06
  Speaker 2: wanted to tell so that he could justify Yeah, I
• 46:08
  Speaker 2: learned that.
• 46:08
  Speaker 4: In history when I was younger. I was crazy, right.
• 46:10
  Speaker 4: The whole entire country of England was Catholic, and he
• 46:14
  Speaker 4: wanted to get a divorce in Catholics that weren't allowed
• 46:17
  Speaker 4: to get divorces, So he became Protestant and as a result,
• 46:20
  Speaker 4: even now to this day, there's very little Catholics in
• 46:23
  Speaker 4: the UK. It's a mostly Protestant country, all because one
• 46:27
  Speaker 4: person wanted to get a divorce to get a divorce.
• 46:29
  Speaker 4: But then also with the Eric Brenet situation as interested
• 46:32
  Speaker 4: as that, they were talking about cigarettes. So at the time,
• 46:36
  Speaker 4: like in the early nineteen hundred, its like cigarette companies
• 46:39
  Speaker 4: was having a very hard time because women it was
• 46:43
  Speaker 4: looked at as like unlady like to smoke cigarettes. So
• 46:46
  Speaker 4: you got fifty percent of the population that's not smoking cigarettes.
• 46:48
  Speaker 4: Now you're missing out on a lot of money. So
• 46:50
  Speaker 4: he had to come up with a campaign to get
• 46:52
  Speaker 4: women to smoke cigarettes. So he used women's rights as
• 46:57
  Speaker 4: a way to get women. So he kind of made
• 46:59
  Speaker 4: it a whole women movement of empowerment, and that.
• 47:02
  Speaker 2: Was where you see that commercial.
• 47:04
  Speaker 4: Yeah, so it was like they had nothing to do
• 47:06
  Speaker 4: with women empowerment, but he used the women empowerment narrative
• 47:12
  Speaker 4: to make people women feel like, oh, this is like
• 47:15
  Speaker 4: revolutionary of me smoking like this is like me, you know,
• 47:19
  Speaker 4: breaking the norm. And in reality, they just wanted them
• 47:22
  Speaker 4: to smoke cigarettes. So it actually ended up probably giving
• 47:25
  Speaker 4: millions of people cancer. So it's just interesting how storylines
• 47:29
  Speaker 4: get shaped when you think you're doing it for one way,
• 47:31
  Speaker 4: but is really designed for nothing another way.
• 47:33
  Speaker 2: So what's interesting about that? Remember I said the paradigm
• 47:36
  Speaker 2: doesn't really shift the people do. It's the same strategies, right, Like,
• 47:41
  Speaker 2: you're still tapping into people's passion points to get them
• 47:44
  Speaker 2: to connect to whatever story you're trying to tell. The
• 47:47
  Speaker 2: key as responsible marketers is to figure out purpose driven
• 47:51
  Speaker 2: work around what you're doing, and I think gen Z
• 47:55
  Speaker 2: is way smarter now. They don't want to be a
• 47:57
  Speaker 2: part of your brand if you're not purpose driven. They
• 47:59
  Speaker 2: don't want to be a part of your brand. If
• 48:00
  Speaker 2: you're not doing something to save the planet or save
• 48:03
  Speaker 2: humanity or do things that matter, right, they just don't
• 48:07
  Speaker 2: even want to do it. So as marketers, certainly we
• 48:12
  Speaker 2: can use that methodology, but we got to really live
• 48:15
  Speaker 2: it with this new audience because they're not they want authenticity.
• 48:19
  Speaker 5: Have there been times, because as you're saying this, I'm thinking,
• 48:22
  Speaker 5: have there been times when you've been put in front
• 48:24
  Speaker 5: of brands? Then you're saying, morally, this doesn't even make sense.
• 48:27
  Speaker 5: I can't align because it doesn't match my personal moral standard.
• 48:30
  Speaker 2: Absolutely, and I don't do it. I've never sold anything
• 48:34
  Speaker 2: that I didn't believe in, or market anything that I
• 48:36
  Speaker 2: didn't have some sort of affinity or authentic connection to.
• 48:41
  Speaker 5: So what are some of the mistakes that happened? Because
• 48:43
  Speaker 5: from both sides, from people entrepreneurs and brands that are
• 48:47
  Speaker 5: coming to you, the mistakes that they make, But even
• 48:50
  Speaker 5: from your side, what are some mistakes that you see
• 48:53
  Speaker 5: marketing and marketing execs make on both ends? Like I'm
• 48:56
  Speaker 5: sure throughout your years you've seen plenty of things, learned
• 48:58
  Speaker 5: from plenty of things. What are some of thing is
• 49:00
  Speaker 5: that people should be looking out for.
• 49:02
  Speaker 2: I think businesses, we always have a saying in my
• 49:08
  Speaker 2: community of people like me and Dia talk about it
• 49:11
  Speaker 2: a lot. Marketing is not for creative it's not to Oh,
• 49:18
  Speaker 2: we made a pretty picture, now let's go hang it
• 49:21
  Speaker 2: in an art museum. Marketing is to tap into your
• 49:24
  Speaker 2: audience to get them to understand your brands, and when
• 49:27
  Speaker 2: they're making purchasing decisions, they're purchasing your brand. Ultimately, that's
• 49:30
  Speaker 2: what marketing is for. So oftentimes people get so caught
• 49:34
  Speaker 2: up in the creativity around a brand or the provocativeness
• 49:41
  Speaker 2: gravitas of the things that you can do with the brand.
• 49:45
  Speaker 2: It's not sexy. We wanted to be sexy, and it's like,
• 49:47
  Speaker 2: not everything needs to be sexy to convert to connect, right. So,
• 49:54
  Speaker 2: I think a lot of companies tend to overspend very
• 49:58
  Speaker 2: quickly in the wrong things and hiring the wrong people
• 50:02
  Speaker 2: to do the wrong jobs.
• 50:04
  Speaker 4: Right.
• 50:04
  Speaker 2: So they usually hire heavy at the top. So they've
• 50:07
  Speaker 2: got a CFO, a CMO or COO, but there are
• 50:10
  Speaker 2: no soldiers to do the work, and you spend so
• 50:13
  Speaker 2: much money in overhead you have no money for those
• 50:16
  Speaker 2: people to actively and effectively move your brand. So you've
• 50:19
  Speaker 2: got a million dollar CMO, but you don't have a
• 50:22
  Speaker 2: million dollars in a budget for the CMO to market.
• 50:26
  Speaker 2: Doesn't have a magic wand right, you need the money
• 50:28
  Speaker 2: to be able to be efficient, so I think people
• 50:30
  Speaker 2: do that quite often. I think people spend money in
• 50:32
  Speaker 2: the wrong places because they're shiny far too quickly and
• 50:36
  Speaker 2: far too often. And I think people don't level set
• 50:41
  Speaker 2: their mission and their purpose early on. If you walk
• 50:44
  Speaker 2: into Apple or Google and you speak to the janitor,
• 50:48
  Speaker 2: you speak to the CEO, I guarantee you every single
• 50:51
  Speaker 2: person that's employed there knows the mission of the company.
• 50:55
  Speaker 2: They know what the brand stands for. And oftentimes people
• 50:59
  Speaker 2: are not taking a step back. Earn your leisure to
• 51:02
  Speaker 2: be able to lock in on what your mission statement
• 51:05
  Speaker 2: is and your purpose and socialize that constantly with every
• 51:08
  Speaker 2: single person you touch. Because if everyone doesn't know where
• 51:13
  Speaker 2: you guys, as the leaders are going, no one's going
• 51:16
  Speaker 2: in the same direction. And so many companies miss that mark.
• 51:21
  Speaker 2: But the best brands know what their mission and purpose
• 51:23
  Speaker 2: is through the line.
• 51:24
  Speaker 5: How about from the marketing exect what mistakes are they
• 51:27
  Speaker 5: making or have you seen me?
• 51:29
  Speaker 2: I think the same thing. I think they're oftentimes. I
• 51:33
  Speaker 2: think with marketing executives, oftentimes we do what the easiest
• 51:40
  Speaker 2: turnkey thing is that we know is going to work right.
• 51:42
  Speaker 2: So oftentimes, like for years marketers will over spend money
• 51:46
  Speaker 2: in television, right, commercials, commercials, commercials, commercials by TV, by
• 51:50
  Speaker 2: TV by TV because they want to have the CPM story,
• 51:53
  Speaker 2: so the cost per thousand story. So I've only spent
• 51:56
  Speaker 2: five cents per eyeball. I'm a winner as a mark marketer.
• 52:00
  Speaker 2: And it's like, yeah, some of these other mediums may
• 52:02
  Speaker 2: be more expensive CPM wise, but they're converting to your point,
• 52:07
  Speaker 2: They're creating the connectivity, the affinity, the stickiness that you
• 52:10
  Speaker 2: need as a brand. And so many marketers tend to
• 52:13
  Speaker 2: just take the safe route and you know, do the
• 52:16
  Speaker 2: media math and say I'm going to run this super
• 52:18
  Speaker 2: commercial so I can keep my job.
• 52:21
  Speaker 4: I feel like the best brands never have the market.
• 52:24
  Speaker 4: So I've never seen a Lamborghini commercial, right, you don't
• 52:30
  Speaker 4: really see too many you name it. Louis Vauton has ads,
• 52:37
  Speaker 4: but they're not like heavy marketers like that with like
• 52:41
  Speaker 4: you know, Deon Sanders, I think is doing the best
• 52:44
  Speaker 4: job I've ever seen with social media.
• 52:48
  Speaker 5: You.
• 52:49
  Speaker 4: I think you want to get to a point where
• 52:50
  Speaker 4: people are marketing for you. Yes, And I use Dion
• 52:54
  Speaker 4: because the Louis and the luxury car thing that's obvious
• 53:00
  Speaker 4: but he's doing it from a really organic standpoint where
• 53:03
  Speaker 4: now all of these people in hip hop, everybody's reposting it,
• 53:07
  Speaker 4: everybody's going to the game they went. That's marketing, that's
• 53:10
  Speaker 4: free marketing. And he's aware of that, and he's he's
• 53:14
  Speaker 4: strategically targeting these people, inviting them into the fold and
• 53:18
  Speaker 4: making them a feel part of the team, putting them
• 53:20
  Speaker 4: on the sideline, and they're posting it on their social media.
• 53:23
  Speaker 4: And now every single person in the world is talking
• 53:25
  Speaker 4: about Colorado and Deon Sanders. Nobody was talking about Colorado
• 53:28
  Speaker 4: last year whatever. So to me, that's the ultimate point
• 53:33
  Speaker 4: right where you you actually don't do the marketing. Everybody
• 53:37
  Speaker 4: else does the marketing for you, and very influential people
• 53:41
  Speaker 4: do the marketing for hip hop. Is perfect example that
• 53:44
  Speaker 4: Crystal they did the marketing for them. They didn't have
• 53:47
  Speaker 4: to tell them to, they didn't get paid for that.
• 53:49
  Speaker 4: They did marketing for them.
• 53:50
  Speaker 2: But in the Deon Sanders case, I'm going to offer
• 53:53
  Speaker 2: you a counterpoint to that, because I think what you're
• 53:55
  Speaker 2: saying is absolutely correct. But he's one hundred percent marketing.
• 53:58
  Speaker 2: You know, he's marketing, he's leveraging earned impressions.
• 54:02
  Speaker 4: But he's not paying for it.
• 54:04
  Speaker 2: That's the earned That's what I meant, I earned. Right,
• 54:06
  Speaker 2: So he's leveraging one strategy within marketing. But if you
• 54:10
  Speaker 2: look at so I'm gonna give you guys an example.
• 54:12
  Speaker 2: I randomly was sitting at home looking for something amazing
• 54:16
  Speaker 2: to watch and I saw the Coach Prime docuseries. I
• 54:20
  Speaker 2: was like, Oh, I want to watch this because I
• 54:21
  Speaker 2: love Deon Sanders. I got so hooked into this storyline
• 54:25
  Speaker 2: around this Coach Prime story and what he was doing
• 54:28
  Speaker 2: at you know, at the HBCU and the guys and
• 54:32
  Speaker 2: the kids. I just was sold. I drank the kool aid.
• 54:36
  Speaker 2: But the timing with which that Coach Prime show aired
• 54:43
  Speaker 2: and this Colorado season was very strategic. Right, There's no
• 54:48
  Speaker 2: coincidence that you have this four part docuseries completely aligned
• 54:53
  Speaker 2: with the new season of this Colorado moment as he
• 54:57
  Speaker 2: transitions off, right, that's all strategy. And when you look
• 55:00
  Speaker 2: at the docu saries, all the branding, right, I believe,
• 55:04
  Speaker 2: I believe Coach Prime, all these things, all of that
• 55:07
  Speaker 2: stuff was He's like, let me get some branding going
• 55:10
  Speaker 2: because I have these cameras here. You look at Dwayne
• 55:12
  Speaker 2: Johnson and the xfl dot Com leveraging XFL within the storyline,
• 55:17
  Speaker 2: he's leveraging XFL at Colorado. There's a bigger play there.
• 55:20
  Speaker 2: I'm sure I don't know what it is, but if
• 55:22
  Speaker 2: as a marketer, I can see it, you know. And
• 55:25
  Speaker 2: so he's he's marketing, he's just not doing the traditional
• 55:30
  Speaker 2: traditional marketing and that's the key.
• 55:32
  Speaker 4: And he's getting he's marketing heavily, but he's getting everybody
• 55:35
  Speaker 4: else to market it for him.
• 55:37
  Speaker 2: That's right, And it's because he's just authentically being him
• 55:40
  Speaker 2: and everybody's buying into the Dion sang.
• 55:43
  Speaker 4: So he's also like Lil Wayne coming to Colorado, him
• 55:48
  Speaker 4: putting a jersey on Lil Wayne, Like that's strategically done, right.
• 55:54
  Speaker 2: But the reason why Dwayne, excuse me, the reason why
• 55:56
  Speaker 2: Lil Wayne let him do.
• 55:57
  Speaker 4: That is because he's, yeah, well because and he believes in.
• 56:01
  Speaker 2: What Deon Sanders is building too, right, He's excited about
• 56:04
  Speaker 2: where Deon Sanders is taking his career and and and
• 56:08
  Speaker 2: how he's inspiring these young men too. Write like there's
• 56:11
  Speaker 2: a there's a deeper connection for people, and Dion is
• 56:14
  Speaker 2: just capitalizing on it. He's tapped in.
• 56:17
  Speaker 5: Yeah, this is this is a new segment of marketing. Yeah,
• 56:19
  Speaker 5: do you see I mean it feels like it kind
• 56:23
  Speaker 5: of is influencer marketing, but not really the landscape of that.
• 56:28
  Speaker 5: Do you see it changing, because as we've seen Instagram it,
• 56:33
  Speaker 5: I mean, it was at a certain point you saw
• 56:34
  Speaker 5: people getting paid to do ask paid to do it.
• 56:36
  Speaker 5: You don't see that as much. Do you see the
• 56:38
  Speaker 5: landscape changing? And if so, what do you think the
• 56:40
  Speaker 5: next form of marketing is going?
• 56:42
  Speaker 2: That's a great question. I think that the land influencer,
• 56:45
  Speaker 2: the land influencer. Excuse me, the landscape of influencer marketing
• 56:49
  Speaker 2: is certainly changing. I don't think that it's going to
• 56:51
  Speaker 2: go away. I think the same way people are still
• 56:54
  Speaker 2: getting endorsements, because that's what influencer marketing is, right, it's
• 56:58
  Speaker 2: non celebrity endorsements. I think the way that brands engage
• 57:03
  Speaker 2: with influencers will continue to change. So, for instance, when
• 57:06
  Speaker 2: influencer marketing first sort of became a huge thing, it
• 57:10
  Speaker 2: was all about big numbers, big numbers, big numbers or
• 57:14
  Speaker 2: macro influencers. Right, if you didn't have a million followers,
• 57:17
  Speaker 2: you didn't really get paid to participate with brands. But
• 57:20
  Speaker 2: what brands realize is micro influencers have more connectivity, their
• 57:26
  Speaker 2: followers are more engaged, they have better conversion, and so
• 57:29
  Speaker 2: brands are now going to micro influencers. So people that
• 57:32
  Speaker 2: have twenty or thirty thousand followers on Instagram spending way
• 57:36
  Speaker 2: less money, but figuring out ways to get inside of
• 57:39
  Speaker 2: these people's communities and ecosystems, if you will. So that
• 57:44
  Speaker 2: has evolved. Where they take that from here will probably
• 57:48
  Speaker 2: be even more niche, and so they're going more vertical
• 57:51
  Speaker 2: into the influencer marketing space. I think as a marketing
• 57:56
  Speaker 2: as a whole, where's the next frontier of strategy? I
• 58:00
  Speaker 2: would have to say it's going to be somewhere within
• 58:02
  Speaker 2: the AI space, right, and just the whole web three
• 58:06
  Speaker 2: AI community, that the way that people market and that
• 58:10
  Speaker 2: virtual space is going to be the next frontier.
• 58:12
  Speaker 4: You said influencers non celebrity. What defines of celebrity?
• 58:18
  Speaker 2: That is a really good question.
• 58:19
  Speaker 4: I would say influences are kind of our celebrities. Now
• 58:21
  Speaker 4: if you look at Logan Paul now and even Kim Kardashian, right,
• 58:27
  Speaker 4: she's like probably the first influencer.
• 58:30
  Speaker 2: Yes that became a celebrity celebrities right, So yeah, that's
• 58:34
  Speaker 2: what I was going to say to answer the question.
• 58:37
  Speaker 2: Immediately that came to me were these people that are
• 58:39
  Speaker 2: super super popular for just being themselves. That's what influencers
• 58:44
  Speaker 2: are versus celebrities usually have an affinity to some sort
• 58:47
  Speaker 2: of vocation for the most part, right right, right, that
• 58:51
  Speaker 2: makes sense. Athletes, musicians, writers, artists, politicians, you know, different
• 58:58
  Speaker 2: people that have an affinity to do something and have
• 59:01
  Speaker 2: become popularized because of that thing. Whereas influencers have become
• 59:05
  Speaker 2: popular for being themselves.
• 59:08
  Speaker 4: Or they've been popular for their particular So, like I
• 59:13
  Speaker 4: think Andrew Kyson, he's popular for streaming, kind of become
• 59:19
  Speaker 4: his own industry within himself, right, So now streaming has
• 59:23
  Speaker 4: become like much watch TV.
• 59:25
  Speaker 3: It's like television.
• 59:26
  Speaker 4: People go on and they hundreds of thousands of people
• 59:29
  Speaker 4: watch him play video games and talk to their favorite rappers.
• 59:32
  Speaker 4: So he's kind of like a new age journalist, right,
• 59:35
  Speaker 4: He's like our version of Walter Kronkok. He comes on streams.
• 59:41
  Speaker 4: Think that, Okay, I mean that's what but like, I mean,
• 59:45
  Speaker 4: that's his industry that he's become synonymous with.
• 59:47
  Speaker 5: I think the part of that is that he's still
• 59:49
  Speaker 5: being himself, right, Like he started as doing pranks and
• 59:52
  Speaker 5: now he does pranks and people are watching the stream.
• 59:54
  Speaker 5: I think Drewski would be another would be more of
• 59:56
  Speaker 5: an idea because he really is a comedian that was
• 1:00:00
  Speaker 5: on Instagram and became popular for that, and so his
• 1:00:04
  Speaker 5: influence grew. But he's still was a commedian comedian, right,
• 1:00:08
  Speaker 5: So that was kind of He didn't create the industry,
• 1:00:11
  Speaker 5: and he's just he's changed the landscape of how that
• 1:00:14
  Speaker 5: industry now looks.
• 1:00:15
  Speaker 4: Kim Kardashian's she's not. She didn't get famous for any
• 1:00:18
  Speaker 4: one particular affinity to an industry. She just became famous.
• 1:00:21
  Speaker 2: What I'm saying, she was herself probably the first first celebrity.
• 1:00:25
  Speaker 5: And right what I'm saying, Yeah, like mister Logan Poles
• 1:00:29
  Speaker 5: select Logan Pole's another one.
• 1:00:30
  Speaker 4: He's a celebrity and his brother one thousand percent. They
• 1:00:33
  Speaker 4: didn't get their YouTubers, boxers through a variety of different things.
• 1:00:38
  Speaker 4: They got the entrepreneurs, they got the energy drink.
• 1:00:41
  Speaker 5: But they themselves and they've created industry around them of
• 1:00:45
  Speaker 5: who they are. Industries have been created around who they
• 1:00:48
  Speaker 5: are as well.
• 1:00:49
  Speaker 2: Exactly versus I make it to the NBA. I'm Kobe
• 1:00:52
  Speaker 2: Bryant now I'm famous all over the world for being
• 1:00:55
  Speaker 2: Kobe Bryant.
• 1:00:56
  Speaker 5: I got drafted number one any sports league. I'm pop popular. Yeah,
• 1:01:01
  Speaker 5: a bit of a difference.
• 1:01:02
  Speaker 4: So, okay, let's talk about the book. The book. So
• 1:01:06
  Speaker 4: you publish a book what mommy never told you? So
• 1:01:10
  Speaker 4: what's the meaning behind that title and what's inside the book? Yeah?
• 1:01:16
  Speaker 2: So this book took twelve years to write. I wrote
• 1:01:19
  Speaker 2: I finished it maybe three and a half years ago,
• 1:01:21
  Speaker 2: But it took twelve years to write because I, for
• 1:01:24
  Speaker 2: a very long time, felt like my story hadn't arct
• 1:01:28
  Speaker 2: So I didn't have that moment where it was like, oh,
• 1:01:30
  Speaker 2: things got tough. And then she wrote off in the sunset,
• 1:01:32
  Speaker 2: here's a book to talk about it, right, And so
• 1:01:34
  Speaker 2: I thought that's what I needed in order to create this,
• 1:01:38
  Speaker 2: this body of work. But what I realized is people
• 1:01:42
  Speaker 2: have constantly sat down to have this conversation that we're
• 1:01:45
  Speaker 2: having right now, like what did you how did you
• 1:01:47
  Speaker 2: go from Eastern New York Brooklyn to working and doing
• 1:01:50
  Speaker 2: some of the things that you've done and worked in
• 1:01:53
  Speaker 2: And I was constantly telling the story, and I said,
• 1:01:55
  Speaker 2: you know what, I need to put pen to paper
• 1:01:57
  Speaker 2: and manuscript. You know, my journey. But one of the
• 1:02:01
  Speaker 2: things that came out of it, and why I titled
• 1:02:03
  Speaker 2: it the way that I did, is I realized that
• 1:02:05
  Speaker 2: I'm first generation for so many things in my life.
• 1:02:09
  Speaker 2: I was the first to graduate from college in my family.
• 1:02:12
  Speaker 2: I was the first to go to Europe in my family.
• 1:02:16
  Speaker 2: I was the first to buy a home in my family.
• 1:02:20
  Speaker 2: And what I was realizing is there's some things that
• 1:02:25
  Speaker 2: my parents just they cannot teach me. You know, as
• 1:02:28
  Speaker 2: a woman of color, I'm coming from a space of
• 1:02:35
  Speaker 2: I won't say lack, but I had a late start,
• 1:02:41
  Speaker 2: just coming from East New York and where I've come from,
• 1:02:43
  Speaker 2: we weren't and we didn't inherit the knowledge that some
• 1:02:47
  Speaker 2: of our contemporaries and counterparts perhaps are getting from their
• 1:02:51
  Speaker 2: families and their grandfathers and their you know, those those
• 1:02:54
  Speaker 2: sorts of experiences. And while my mother did teach me
• 1:02:59
  Speaker 2: a ton, there were just a lot of lessons that
• 1:03:02
  Speaker 2: I had to learn on my own. And so this
• 1:03:04
  Speaker 2: book takes you through the manuscript of my life and
• 1:03:07
  Speaker 2: the lessons that I learned along the way. So each
• 1:03:10
  Speaker 2: chapter has at the end the Pittman's Rules, and they're
• 1:03:12
  Speaker 2: like the ten to twenty things that I've learned about
• 1:03:15
  Speaker 2: that specific topic, and it's everything from career and finance,
• 1:03:18
  Speaker 2: to relationships, to self motivation.
• 1:03:22
  Speaker 4: To like one of the things. Give us one example
• 1:03:24
  Speaker 4: of what's in the book that you've learned.
• 1:03:27
  Speaker 5: Well, I'm something that your mother never told you.
• 1:03:30
  Speaker 2: Some of the things that my mother never told me.
• 1:03:31
  Speaker 2: I mean, there are tons of examples, but really understanding that.
• 1:03:34
  Speaker 2: You know, as a woman, it's important to have male
• 1:03:39
  Speaker 2: mentorship as much as it is to have female mentorship.
• 1:03:43
  Speaker 2: I always I was raised by really strong women, and
• 1:03:46
  Speaker 2: I have a huge girl network, But when I moved
• 1:03:49
  Speaker 2: into my career, most of my mentors have been men.
• 1:03:52
  Speaker 2: So people like Keith Kling Scales, as I mentioned, steep
• 1:03:55
  Speaker 2: Stout early on in my career was an amazing mentor
• 1:03:58
  Speaker 2: that genuinely just wanted to pour into my professional talent
• 1:04:04
  Speaker 2: and help me grow as a professional. Sean Combe's amazing mentor.
• 1:04:08
  Speaker 2: You know, and being unafraid to develop professional relationships with
• 1:04:15
  Speaker 2: men is important for women as they continue to move
• 1:04:17
  Speaker 2: through business.
• 1:04:17
  Speaker 4: What's your advice for women navigating male dominated industry? Which
• 1:04:24
  Speaker 4: almost every industry is male dominated, There's difficulties that come
• 1:04:29
  Speaker 4: with it. You have to think about certain things that
• 1:04:31
  Speaker 4: men don't have to think about. How to dress right,
• 1:04:34
  Speaker 4: they're important, how to carry yourself in certain environments. I
• 1:04:38
  Speaker 4: had this conversation with a female, like, somebody invites you
• 1:04:44
  Speaker 4: to dinner, it's awkward, right. It could be out to drinks,
• 1:04:50
  Speaker 4: it can be awkward. What you wear, it could be
• 1:04:51
  Speaker 4: awkward flirting. The variety of different things that you have
• 1:04:55
  Speaker 4: to kind of navigate through the workplace that there's really
• 1:04:58
  Speaker 4: no set templant or blueprint for it. And like I said,
• 1:05:02
  Speaker 4: men don't have to worry about that, but women do.
• 1:05:04
  Speaker 4: And it's like you're probably just one woman or two
• 1:05:06
  Speaker 4: women and there's ten men, right, So that's something that
• 1:05:09
  Speaker 4: people don't really consider. But it's an issue. I've seen
• 1:05:12
  Speaker 4: it absolutely. So what's your advice for that?
• 1:05:17
  Speaker 2: That is a great question. There's a there's a nuance
• 1:05:19
  Speaker 2: to the level set that young women need to learn
• 1:05:25
  Speaker 2: how to initiate very early on. I think men do
• 1:05:29
  Speaker 2: it sometimes when when men sort of outfit in the
• 1:05:32
  Speaker 2: room and you set your position in a room full
• 1:05:35
  Speaker 2: of men. You guys know what I'm talking about. You
• 1:05:37
  Speaker 2: come into a room with ten dudes, You're going to
• 1:05:39
  Speaker 2: posture in a certain way so that your ranking is
• 1:05:43
  Speaker 2: governed according according right. Right, So the same thing. And
• 1:05:49
  Speaker 2: I know this from being trained by men.
• 1:05:52
  Speaker 5: Right.
• 1:05:52
  Speaker 2: I was blessed to be trained by men throughout my career.
• 1:05:55
  Speaker 2: And so there's a way of being as a woman
• 1:05:58
  Speaker 2: to position yourself as a person of power, a person
• 1:06:02
  Speaker 2: of respect, no nonsense, but still approachable. And that has
• 1:06:08
  Speaker 2: worked for me up until a point, until I got
• 1:06:11
  Speaker 2: to a sort of apex point in my career. Being
• 1:06:15
  Speaker 2: very dominant in that way was powerful. But at a
• 1:06:18
  Speaker 2: certain point it worked against me and I had to
• 1:06:21
  Speaker 2: start seeking out female mentorship at the executive level because
• 1:06:25
  Speaker 2: I had to bring back the softness, because it was
• 1:06:27
  Speaker 2: almost like I was competing with the men.
• 1:06:30
  Speaker 5: Yeah, nexteria was too rough.
• 1:06:32
  Speaker 2: It's too rough, And so I had to come into
• 1:06:34
  Speaker 2: this balance of oh no, no, no, you see me.
• 1:06:36
  Speaker 2: You see I'm grounded. You respect me. But this is
• 1:06:40
  Speaker 2: not an alpha contest.
• 1:06:41
  Speaker 4: Yeah, see the alpha thing. I don't agree with the
• 1:06:44
  Speaker 4: alpha thing. I've never I don't like to consider myself
• 1:06:46
  Speaker 4: an alpha male. I'm just a male. Yeah. So I
• 1:06:49
  Speaker 4: think there's two ways that I've witnessed like people at
• 1:06:54
  Speaker 4: the highest level conduct themselves. One in that manner, which
• 1:06:57
  Speaker 4: is like very loud and kind of obnoxious. But you
• 1:07:02
  Speaker 4: know that this person is a certain level of stature
• 1:07:05
  Speaker 4: because it's like a mob boss, right, like Johnny Gotty.
• 1:07:08
  Speaker 4: Like it's like when he walks in the room, like
• 1:07:09
  Speaker 4: everybody kind of like fears on more has some level
• 1:07:11
  Speaker 4: of respect for him. So he could be extremely loud
• 1:07:15
  Speaker 4: or you could be extremely quiet.
• 1:07:16
  Speaker 2: Yeah, like this guy Jay, but he's still incredibly alpha.
• 1:07:20
  Speaker 4: Yeah, but I'm just saying, but just his demeanor, Yeah,
• 1:07:24
  Speaker 4: he's more of an introvert quiet. I see that a
• 1:07:27
  Speaker 4: lot with I see that actually more often, especially like
• 1:07:30
  Speaker 4: the higher higher like billionaires, Like they're usually very secluded
• 1:07:35
  Speaker 4: and nonchalant, garden and quiet.
• 1:07:38
  Speaker 2: But let's make a distinction though, because that doesn't So
• 1:07:42
  Speaker 2: there's a few things around alpha. I literally mean in
• 1:07:44
  Speaker 2: the canine sense of alpha, right, So from an animalistic standpoint,
• 1:07:48
  Speaker 2: when a pack of dogs come together, there's a ranking
• 1:07:52
  Speaker 2: order that naturally happens, right, So I didn't mean it
• 1:07:55
  Speaker 2: in the alpha I mean, And it's like but then also,
• 1:08:00
  Speaker 2: alphas are usually not loud in real life.
• 1:08:03
  Speaker 4: But I think the term alpha is just confusing because
• 1:08:06
  Speaker 4: it's like I think, like you that's really like I
• 1:08:09
  Speaker 4: love Dan he's actually a personal friend of mine. That's
• 1:08:12
  Speaker 4: his personality, but his way of being, I think people
• 1:08:17
  Speaker 4: try to emulate that, like you know what I mean,
• 1:08:20
  Speaker 4: like and they try to like be loud and stern
• 1:08:24
  Speaker 4: and da da da da. And I don't necessarily think
• 1:08:26
  Speaker 4: that's aid. That's the most beneficial way to communicate with people, absolutely,
• 1:08:29
  Speaker 4: But I see a lot of people that they think
• 1:08:32
  Speaker 4: that that way of acting, on that way of communicating
• 1:08:36
  Speaker 4: asserts themselves as the alpha and asserts themselves as the head.
• 1:08:41
  Speaker 4: But I think that that's not so. I don't know.
• 1:08:44
  Speaker 2: I just feel like the term alpha loudness does not
• 1:08:47
  Speaker 2: equal power.
• 1:08:47
  Speaker 4: So what does alpha equate to alpha is.
• 1:08:51
  Speaker 2: It's an anchoring, it's a it's a knowing, it's an
• 1:08:54
  Speaker 2: assuredness in your power to affect a situation. That's what
• 1:09:01
  Speaker 2: alpha is. It's not necessarily how loud you are. It's
• 1:09:04
  Speaker 2: your ability to influence at the highest level and make
• 1:09:09
  Speaker 2: the and make the decision that people are going to
• 1:09:12
  Speaker 2: adhere to. And you don't have to do that with words.
• 1:09:14
  Speaker 5: Yeah, a lot of nonverbal communication.
• 1:09:16
  Speaker 2: Tons of nonverbal communication. Like I just as a woman,
• 1:09:20
  Speaker 2: like I'm not looking at the loudest guy in the room.
• 1:09:23
  Speaker 2: I want. I want to see the guy that's, like,
• 1:09:25
  Speaker 2: you know, laid back and calm and poised and has
• 1:09:28
  Speaker 2: it put together, and he's the one, not this one
• 1:09:31
  Speaker 2: over here.
• 1:09:35
  Speaker 5: To you brought up the word apex of your career,
• 1:09:41
  Speaker 5: the height of your career. When I hear you speak,
• 1:09:44
  Speaker 5: I can feel your energy. I feel like you're still
• 1:09:47
  Speaker 5: in it. So I'm questioning, how are you seeing where
• 1:09:51
  Speaker 5: you're at presently? Are you where you want to be?
• 1:09:54
  Speaker 5: There's some more things that you need to check out,
• 1:09:56
  Speaker 5: because I feel like the apex hasn't hasn't hit yet.
• 1:09:59
  Speaker 2: I agree they haven't, but I am ascending, right, and
• 1:10:03
  Speaker 2: so I like to believe you know, you hit that peak,
• 1:10:06
  Speaker 2: and you try to ride that peak as long as
• 1:10:08
  Speaker 2: you can and maybe in my plateau a little bit,
• 1:10:10
  Speaker 2: and then you hope to hit another peak. So that's
• 1:10:11
  Speaker 2: how I think about apex, and I do. I do
• 1:10:15
  Speaker 2: think though, that there is a stage in your career.
• 1:10:19
  Speaker 2: There are stages in your finances right where you've arrived,
• 1:10:24
  Speaker 2: and then how do you elevate and take it to
• 1:10:26
  Speaker 2: the next level? Right, so you can become a millionaire,
• 1:10:28
  Speaker 2: that's great, but then you can become one hundred millionaire
• 1:10:31
  Speaker 2: and that's really great. Then you could become a billionaire
• 1:10:35
  Speaker 2: and now like that's something else. Right, So those are
• 1:10:38
  Speaker 2: all APEX moments within our lives. And so when I
• 1:10:41
  Speaker 2: say I hit that apex peak, it's like if I'm
• 1:10:43
  Speaker 2: in a C suite conversation, that's a different conversation than
• 1:10:48
  Speaker 2: being a manager or a director and how people receive
• 1:10:51
  Speaker 2: us differently.
• 1:10:51
  Speaker 5: So when you're saying apex, you can have a few
• 1:10:54
  Speaker 5: of them.
• 1:10:54
  Speaker 2: A few of them I hope to and I hope
• 1:10:56
  Speaker 2: you guys do as well.
• 1:10:57
  Speaker 4: So you said something about relationships. I'm interested to hear
• 1:11:01
  Speaker 4: this because I used to be a financial advisor before
• 1:11:03
  Speaker 4: I did this. When I was a financial advisor of
• 1:11:05
  Speaker 4: seventy percent of my clients for women black women, and
• 1:11:08
  Speaker 4: I learned something that there's a lot of black women
• 1:11:11
  Speaker 4: that make a lot of money, like five hundred thousand,
• 1:11:15
  Speaker 4: four hundred thousand dollar a year. They're like corporate diversity
• 1:11:17
  Speaker 4: officers that may SE's and different things in the nature.
• 1:11:20
  Speaker 4: And then in their mid thirties and they're single and
• 1:11:24
  Speaker 4: they've never had children. And I noticed that. I started
• 1:11:27
  Speaker 4: to see a pattern, and I started to realize that
• 1:11:31
  Speaker 4: this is my philosophy, there wasn't an equal counterpart a
• 1:11:36
  Speaker 4: lot right, because it's like their counterpart, their age wasn't
• 1:11:43
  Speaker 4: making as much money, wasn't at that level of corporate.
• 1:11:46
  Speaker 4: It might have been a good dude, but he's you know,
• 1:11:49
  Speaker 4: it's a delivery man, right or the person that is
• 1:11:52
  Speaker 4: at that level, is it righty going? It's a right taken.
• 1:11:54
  Speaker 4: He's already married and has children. So relationship standpoint, I
• 1:11:57
  Speaker 4: started to see that it was difficult a lot of
• 1:11:59
  Speaker 4: times for black women that was rising up that corporate
• 1:12:03
  Speaker 4: ladder to get into a relationship or to So I
• 1:12:09
  Speaker 4: don't know what your segment in the book about relationships is,
• 1:12:12
  Speaker 4: but have you seen that and what's your thoughts on that.
• 1:12:16
  Speaker 2: I absolutely have seen that, But I think that there's
• 1:12:19
  Speaker 2: so nuanced. So there's a couple of things that go
• 1:12:22
  Speaker 2: into that. I think top line looking at it, Yes,
• 1:12:26
  Speaker 2: there's not an equal counterpart at every step for a
• 1:12:29
  Speaker 2: lot of these women at a certain age because.
• 1:12:34
  Speaker 4: Men can go down to right like men, you can
• 1:12:36
  Speaker 4: be forty years old and date the twenty eight year
• 1:12:38
  Speaker 4: old and nobody says anything. That's another thing that kind
• 1:12:41
  Speaker 4: of it's hard for a forty year old woman to
• 1:12:43
  Speaker 4: find a twenty eight year old man that she wants.
• 1:12:46
  Speaker 5: To be with.
• 1:12:46
  Speaker 2: Right that because women like to be able to learn
• 1:12:51
  Speaker 2: from their men and have leadership within their relationship. Traditionally,
• 1:12:55
  Speaker 2: not all women and so oftentimes men that are younger
• 1:12:59
  Speaker 2: don't necessarily have those experiences. Some women do, and they
• 1:13:02
  Speaker 2: do well in that space, but not not most. But
• 1:13:05
  Speaker 2: I think it's it's a combination of things. I think
• 1:13:07
  Speaker 2: it's and you know, so many people with me. For instance,
• 1:13:10
  Speaker 2: I'm single, I don't have children, and people ask me
• 1:13:13
  Speaker 2: like what happened? And I'm a heterosexual woman, right, and
• 1:13:16
  Speaker 2: so it's like, well, a couple of things happened, you know.
• 1:13:18
  Speaker 2: I think, first and foremost, I always say I spent
• 1:13:21
  Speaker 2: too much time on the wrong relationships. That is, I
• 1:13:24
  Speaker 2: tell any young woman get in and get out.
• 1:13:26
  Speaker 4: It's the whole classic.
• 1:13:27
  Speaker 2: That's what jay Z said. That's get out. If it
• 1:13:34
  Speaker 2: works great, if it doesn't, move on as quickly as possible, right,
• 1:13:37
  Speaker 2: learn the lesson, forgive and move on. So I didn't
• 1:13:40
  Speaker 2: necessarily do that as often as perhaps I should have.
• 1:13:43
  Speaker 2: But I also think, you know, being creating a space
• 1:13:52
  Speaker 2: to date and explore women that are driven in their
• 1:13:57
  Speaker 2: careers tend to forget about how intentional you need to
• 1:14:01
  Speaker 2: be about.
• 1:14:02
  Speaker 3: Just a thing.
• 1:14:03
  Speaker 4: I'm glad you said that they don't have time.
• 1:14:04
  Speaker 2: You don't have time. They don't make time.
• 1:14:05
  Speaker 5: They don't make the time.
• 1:14:06
  Speaker 2: It don't make the time.
• 1:14:07
  Speaker 5: They they don't.
• 1:14:08
  Speaker 2: Make it, because it gets exhausting right when you're when
• 1:14:11
  Speaker 2: you're constantly coming up against the men that may not
• 1:14:15
  Speaker 2: be equally yoked.
• 1:14:16
  Speaker 5: There's a list of priority. Is that how we we're
• 1:14:18
  Speaker 5: prioritizing these things, like this is more important than this
• 1:14:21
  Speaker 5: at this present time.
• 1:14:22
  Speaker 2: Yeah, I had a friend that said to me, very
• 1:14:24
  Speaker 2: very very good friend. She said, you need to approach
• 1:14:29
  Speaker 2: getting married like finding your dream job, in the same
• 1:14:33
  Speaker 2: way and the same way you would go and find
• 1:14:35
  Speaker 2: interviews and have conversations. You need to find friends that
• 1:14:39
  Speaker 2: have single friends. You need to be in spaces where
• 1:14:41
  Speaker 2: there are single men because of the type of man
• 1:14:44
  Speaker 2: that you want to marry is very unique. So you're
• 1:14:47
  Speaker 2: not going to just bump into him at a supermarket.
• 1:14:49
  Speaker 2: You've got to be intentional. And I thought it was
• 1:14:51
  Speaker 2: brilliant when she said it to me, way too late,
• 1:14:54
  Speaker 2: but she, you know, obviously expressed it, and I think
• 1:14:56
  Speaker 2: the same thing happens in some of the situations that
• 1:14:58
  Speaker 2: you mentioned going f.
• 1:15:00
  Speaker 4: Angel advised days. Remember this guy was telling me, he
• 1:15:02
  Speaker 4: told his daughter that and he was like, what are
• 1:15:05
  Speaker 4: you doing to find a husband?
• 1:15:07
  Speaker 5: Like?
• 1:15:07
  Speaker 4: You can't just wing it. You got to actually treat
• 1:15:11
  Speaker 4: this thing like you are, like you said, like you're
• 1:15:12
  Speaker 4: trying to get a job, like you got to actually
• 1:15:15
  Speaker 4: have a set, planned, blueprint events that I'm going to
• 1:15:18
  Speaker 4: go to everything.
• 1:15:19
  Speaker 5: Because the places you're going to run into are so
• 1:15:21
  Speaker 5: limited at this point this There are days where I'm
• 1:15:23
  Speaker 5: going to go to the library, or i might go
• 1:15:25
  Speaker 5: to the theater and I'm going to the art gallery
• 1:15:28
  Speaker 5: like it's like I'm in the club.
• 1:15:31
  Speaker 4: Is this why we potentially see a lot of interracial
• 1:15:34
  Speaker 4: couples at higher like the vice president and different things
• 1:15:37
  Speaker 4: in that agent?
• 1:15:38
  Speaker 2: I think so. I think so, you know, people tend
• 1:15:41
  Speaker 2: to date within their industry or dat and what they're
• 1:15:43
  Speaker 2: most familiar with and around, and you know, unfortunately, I
• 1:15:47
  Speaker 2: think that is the case. And I think that there's
• 1:15:50
  Speaker 2: a I'm gonna say something a little contra controversial, but
• 1:15:54
  Speaker 2: I think that fundamentally back youth is not as conditioned
• 1:16:04
  Speaker 2: to marry automatically the way some other cultures are right.
• 1:16:07
  Speaker 4: That's not other cultures.
• 1:16:10
  Speaker 2: That's a fact, right. They know they have to get married.
• 1:16:13
  Speaker 4: You don't really have a choice.
• 1:16:14
  Speaker 2: There's no choice. You're going to get married. It may
• 1:16:16
  Speaker 2: not be today, you get this owned that's a fact.
• 1:16:19
  Speaker 2: Or it's going to be arranged, or it's going to
• 1:16:20
  Speaker 2: be arranged for you, and it may not be today,
• 1:16:22
  Speaker 2: it may not be in five years, but you're going
• 1:16:24
  Speaker 2: to get married. They also know to be successful, particularly
• 1:16:27
  Speaker 2: the men in those those cultures cultures, thank you know
• 1:16:32
  Speaker 2: that having a wife represents something way broader. It represents responsibility,
• 1:16:39
  Speaker 2: it represents anchoring. Like you think about have we ever
• 1:16:42
  Speaker 2: had a single president. We've had a widowed president, but
• 1:16:47
  Speaker 2: we've never had a single president ever. Right, So there's
• 1:16:50
  Speaker 2: there's little things that go into societal norms, societal norms
• 1:16:55
  Speaker 2: around being married that don't necessarily exist automatically within our culture.
• 1:16:59
  Speaker 2: So our young people don't know that we have to
• 1:17:02
  Speaker 2: get married now, not that we have to, but that
• 1:17:04
  Speaker 2: it would be beneficial for us to partner up and
• 1:17:06
  Speaker 2: do some stuff together in that way.
• 1:17:10
  Speaker 5: I agree.
• 1:17:10
  Speaker 2: So there's a t we're at a disadvantage initially with
• 1:17:13
  Speaker 2: the with the mindset, but then we're so busy trying
• 1:17:16
  Speaker 2: to do it by ourselves, we forget to reconnect with
• 1:17:19
  Speaker 2: each other and do it together and find someone to
• 1:17:22
  Speaker 2: do it together with.
• 1:17:23
  Speaker 5: So and while we're thinking about that at the time,
• 1:17:26
  Speaker 5: it's passing every day.
• 1:17:27
  Speaker 2: Every day, and you're more set in your ways and
• 1:17:30
  Speaker 2: your your requirements get a little more intricate, And then
• 1:17:34
  Speaker 2: you get.
• 1:17:34
  Speaker 4: More comfortable being by yourself, yes, which makes it harder
• 1:17:37
  Speaker 4: for you to be a relationship.
• 1:17:38
  Speaker 5: And then there's always helcial media that can comfort you
• 1:17:40
  Speaker 5: when you're by yourself.
• 1:17:42
  Speaker 2: Four things.
• 1:17:44
  Speaker 5: Oh God, swipe less. We have the book, but I
• 1:17:49
  Speaker 5: can't let you leave because you stepped into a new space,
• 1:17:53
  Speaker 5: space that we have some familiarity in. Let's talk about here.
• 1:17:56
  Speaker 5: I stand. Yeah, let's talk about that. And of course
• 1:18:01
  Speaker 5: let's talk about that. How's that coming up? How'd that
• 1:18:04
  Speaker 5: come about? What's the goal of it? What submission?
• 1:18:06
  Speaker 2: Thank you? Thank you for that?
• 1:18:09
  Speaker 4: Yeah.
• 1:18:09
  Speaker 2: So Tamika Raymond and I I don't know if you
• 1:18:11
  Speaker 2: guys are familiar to you. Yah, brilliant, brilliant woman. Tamika
• 1:18:17
  Speaker 2: had been talking to me about doing a podcast literally
• 1:18:21
  Speaker 2: for three years, just before COVID, and she's like, you know,
• 1:18:24
  Speaker 2: we have a lot to say, and we have a
• 1:18:27
  Speaker 2: lot of experiences, and I just think that it would
• 1:18:30
  Speaker 2: be really great if we could get this on camera,
• 1:18:32
  Speaker 2: and she's like, and share, you know, share some some
• 1:18:34
  Speaker 2: nuggets with the world that I think are a little
• 1:18:37
  Speaker 2: more traditional but at the same time much needed. I
• 1:18:40
  Speaker 2: think with all of the noise and the way that
• 1:18:43
  Speaker 2: people are socializing these days, it's like, what is happening
• 1:18:46
  Speaker 2: to the world. There are women rapping about yeah, some really.
• 1:18:55
  Speaker 5: Awfuller stuff, and it's just word color.
• 1:18:59
  Speaker 2: The color right, and the color of things that we
• 1:19:01
  Speaker 2: should not be discussing and common vernacular. Like it's just
• 1:19:05
  Speaker 2: some things that don't need to be said sometimes, right.
• 1:19:08
  Speaker 2: And so in the spirit of freedom of speech and
• 1:19:11
  Speaker 2: people having, you know, the ability to express ourselves, we thought,
• 1:19:14
  Speaker 2: why don't we reset the conversation and start having some
• 1:19:17
  Speaker 2: really fun conversation around life and the things that happen
• 1:19:21
  Speaker 2: in life for everyday women that may not necessarily want
• 1:19:26
  Speaker 2: to be celebrities want to be all these other things
• 1:19:29
  Speaker 2: on social media, but that our experience in life and
• 1:19:32
  Speaker 2: as we continue to grow and mature, what that looks
• 1:19:35
  Speaker 2: like for us. And so here I stand, it's just
• 1:19:37
  Speaker 2: us having a really really serious opinion about some not
• 1:19:40
  Speaker 2: so serious stuff sometimes.
• 1:19:42
  Speaker 4: Congratulations, thank you, thank you for joining us. And quick correction,
• 1:19:46
  Speaker 4: it's actually Memphis Bleak that said that line, get in,
• 1:19:49
  Speaker 4: get out.
• 1:19:49
  Speaker 2: That's a OG classic. It was Memphis Pleeg.
• 1:19:52
  Speaker 4: Shout out to Memphis Bleach.
• 1:19:53
  Speaker 2: Shout out to miss Memphis.
• 1:19:54
  Speaker 5: Plee making easy money piping and style.
• 1:19:57
  Speaker 4: Yeah, Memphis. We ran into him at the OH. I
• 1:20:00
  Speaker 4: love that good guy he is. I think his wife
• 1:20:03
  Speaker 4: is actually a real estate agent, so he's tapped in. Well,
• 1:20:07
  Speaker 4: thank you for joining us. How can the people follow
• 1:20:10
  Speaker 4: you social media and everything?
• 1:20:11
  Speaker 2: Social media? Erica M. Pittman. Shaun Colmes told me no
• 1:20:16
  Speaker 2: one would ever follow me with that name. He's like,
• 1:20:19
  Speaker 2: that name is way too long. No one's ever going
• 1:20:21
  Speaker 2: to follow you, but people do so. Erica M. Pittman
• 1:20:24
  Speaker 2: is my ig, Facebook, Twitter thread and this is my book. Well,
• 1:20:28
  Speaker 2: mommy never told you. There you have it getting on Amazon,
• 1:20:32
  Speaker 2: Kendall Audio and print.
• 1:20:34
  Speaker 4: Well, mommy never told you. There you have it. Ladies
• 1:20:39
  Speaker 4: and gentlemen, Thank you guys for rocking with us. We'll
• 1:20:41
  Speaker 4: see you next week.
• 1:20:41
  Speaker 5: Peace Peace.
• 1:20:48
  Speaker 1: An illegal alien from Guatemala charged with raping a child
• 1:20:52
  Speaker 1: in Massachusetts an MS thirteen gang member from El Salvador
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  Speaker 1: accused of murdering a Texas man of Venezuelan with filming
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  Speaker 1: and selling child pornography in Michigan. These are just some
• 1:21:04
  Speaker 1: of the heinous migrant criminals caught because of President Donald J.
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  Speaker 3: Sponsored by the United States Department of Homeland Security.