How to naturally monetize what you love

Building a perfume tour business

0:00It's a great example of you don't want to be the best, you want to be the only. That mentality is how you become the best. Whittle away the generic parts of what you do, and you will be the best one because nobody else is the same as you, and you're sort of in a market of one.

0:21All right, Sean, I have something interesting to show you, and this is going to be a little bit of an advice line, but not for me, but for the person I'm talking about. So the other day, as you know, my new thing in my household is I try to go on dates once a week, every Thursday, you know, trying to become less roommates, more of a married couple. And so this lady reached out to me because she listens to the pod, and I had coincidentally also seen her Instagram, and she did something really cool that I wanted to tell you about. So go to scentsocialclub.com. So her name's Asia Graham.

0:56She started this business. She was like a consultant, but she was obsessed with perfume, and she created this idea that I think is actually really cool that I call a perfume tour, I guess. But basically, there's this like part of New York, this like street of like perfume stores. Basically, she sends out a type form in advance to everyone on the tour, and you like tell her about your personality and things that you're into. You show up at a perfume store. She gives you a sheet where we list out three stores and three perfumes or colognes to view

1:30per store. And she took us on a tour where we went to three different stores or whatever, and she showed us like all this stuff. And she's like, here's why I think you would like this thing. And she like pointed it out. And you can or cannot buy it. You don't have to. But look at her Instagram because this lady was amazing. But the reason I'm bringing this up is because I think that enthusiasm can be a moat in a business. So our friend Nick Gray, both you and I, one of our favorite people on earth, he has this story where he started this

2:01business called Museum Hack, which grew to $3 million in revenue over the course of like three or four years. And basically, what he did was at the Met and a bunch of other museums in New York City, the museums are free. And oftentimes, you can get a free tour. But he was like, these tours are kind of lame. I'm going to give more exciting tours. And instead of free, I'm going to charge $200. And he would give this tour where his whole shtick was like, I forget all of the things. But one of his main thing was like, I'm going to show you five pieces of art that I would love to steal today. And like that small twist, like makes a world of difference. And I don't care about perfumes at all.

2:40But I went on this ladies tour, Asia Grants. It's contagious, though, right? But it's contagious. I'm so into it. And like, she showed me one perfume or whatever. And I was like, that's dope. I'll take it. She's like, that's $1,200. I'm like, where's the cheaper one? I'll take it back to the shelf and I'll put it back. I think I'll love the scent more of the cheaper ones. Where's like the Abercrombie?

3:03But anyway, I wanted to show you this because A, I think enthusiasm is a moat. And B, for people who have a passion, it doesn't matter how like quirky it is. This woman turned this thing into it's a full time job. She makes a lot of money, I think, doing it because she does it for like companies and shit. Well, first, congratulations on the date night. That's actually pretty big in our culture. I appreciate what you've done there. And very creative date night. Yeah, got to mix it up. This is good. So she's just doing this on the

Turning enthusiasm into business moats

3:30side for people? No, it's her full time thing. It's a full time job. And I think that there's three types of customers. The first type is like a private tour, which we did, which I think it's like $500. The second thing is like she does group tours. Her bio is, Asia Grant, I have a perfume for you. The best New York City perfume tour. It's a great example of you don't want to be the best, you want to be the only, which is always a hard thing, right? Because somebody's always doing something. But that mentality is how you become the best because you continue to refine and refine

4:00and refine and whittle away the generic parts of what you do until it's really the thing that you do well and you do. And really, whether you're the only one, you will be the best one because nobody else is the same as you. And you're sort of in a market of one. And she's a great example of this. I mean, to be able to do this full time in New York City, that's no joke. I mean, that is, you would not, you would not, that takes courage, right? You wouldn't go into it thinking, I'm sure this will work. No, not at all. And I'm curious, how did she build up brick by brick? Do

4:32you know? Well, originally what she did was, I think she got like her friends and she was like, this is my friend, like Jamal, I'm going to like show you his, I'm going to show you how I picked out his personal scent. And they like, and she like went store to store to store. And she's, I don't think she has a huge following. What does she have? 15,000 followers? Yeah, 15,000. And you know, some of the videos do well, but, but they're not like out of this world. I would say, I feel like you might be early to the Asia Grant train. Oh, that's why I'm talking about it. If she gets one format, she's one format away from being like 10 levels higher than where she

5:08is today and doing this. And this is great what she's doing right now. But when I say a format, I think people have this idea that like, oh yeah, I'll, I'll go viral. I think go viral is the wrong idea. It's sort of this like false hope, like lottery ticket type of mentality. But when you say I'm one format away, you have all of the upside of the go viral lottery ticket, but you're actually using a more grounded approach, which is look, if I can just figure out one core like show mechanic, right? This, my Instagram reel is a one minute show. And this

5:42show, if I just get the right hook and then the right payoff, I can do that over and over again for a while here. I'm one format away from this becoming 10 times bigger than I am today. And I think she's kind of like this. Maybe that format is something like, I don't know what she does exactly. Cause I'm, I'm looking at her Instagram for the first time here, but I think if she stopped a guy on the street and like found his scent and like, but he just looked like a normal guy and it looks like she's stopping him on the street and he's a little hesitant, but it's this sort of makeover type of thing that's shrunk into this 30 second Instagram reel. I feel like she's one

6:14format away. That's, I completely agree. That's great advice. I also wanted to ask you, how would you grow her business? So let's just say, I don't know how big she is. I'm just going to guess. Let's say she does $250,000 a year in revenue and $200,000 a year in profit. You know, she makes a good living for herself. I think that most every business can get to five or 10 million in revenue in some capacity, given enough time. How would you get her there? Well, I think you, well, here's, here's kind of a couple ideas. So I would say one, you're one format away. The second is the content is the business, not the tours. So the tours are just content. Whereas I think what most people do is

6:48they say, I'm going to make content to try to get people to book the tour. Cause that's where I get the transactional money. And so that's the real business. And I actually think if you want to go bigger, you have to flip that on its head. You have to say the tour is just actors. I'm essentially having humans that I'm going to be using to create awesome content. And the real business is going to be building this brand online. So that's the kind of the flip that I think you have to do if you want to scale this bigger, because the in-person tours can only scale so much. A guy who's doing this well

7:18is that guy, Jack's dining room. We've talked about him before on here, mostly because I don't really use Instagram and I bumped into this guy in New York. And now he's like the one example I keep going to. Cause I think it's pretty remarkable what he's done. He goes to places. He tries the best food in different cities and he just records Instagram content. Now, one thing he has is this thing called the reserve, which is like, you pay some absurd amount of money. I don't even know what it is. It's like, it's tens of thousands. It might be a hundred thousand dollars. I don't know what it is. It's some crazy amount of money you pay to go on a one, you know, once in a lifetime food experience. You get on a private jet on the jet. There's a Michelin star sushi chef. You land and

7:53there's caviar being poured down your eye and then you get champagne. And then you're, you know, Ben Affleck is there at this thing with you. And like, literally like, I think Leonardo DiCaprio goes on these, like he's got like mega stars that are fans of his that pay to go do these reserve things. But the thing is, even if he sells out all of these, it's like a million or two million bucks a year of revenue. And then it costs a shit ton to run these things. It's not a great business business, but it is absolutely incredible content. And so I think using the real world business stuff as content is the smart idea. Hormozzi is doing the same

8:26thing, by the way, if you see, he's got these like in-person workshops and I'm sure he charges for a brand for people to come. And I'm sure that thing actually, you know, does pretty well, like probably 10, 10 million a year. But really what he's done is he's using that as a farm system to produce clips and content and the content grows his brand. He's going to make way more off his brand being famous than he is off those workshops in the end. So that's the second piece of advice. The third piece of advice I would say is, hey, I want to tell you about something pretty cool. We have a database of all of the business ideas that have been discussed on this podcast. So hundreds of episodes, the team at HubSpot

8:57went through, they pulled out all the simple, relatable, interesting, profitable ideas that we have brainstormed and they're all available for download for free. Just click the link in the description below. Thank you to our friends at HubSpot for sponsoring this podcast and putting together this free resource for you guys. Back to the show.

Selling the joy over the product

9:15You remember that great blog post by the CEO of Slack called We Don't Sell Saddles Here. I think she should read that post. I think every founder should read that post. He wrote this to his team the day Slack launched and Slack became ultimately, I think, a $25 billion company. But this was day one. And for those who don't know, it was a video game company for one or two or three years and it sucked. He was going to give his money back to Andreessen Horowitz. And they're like, dude, I don't care about this money. Figure it out. Just do something. And he did something. He's like, well, you know, while we were building this game, we did have this internal chat tool

9:47that was pretty cool. Like, what if we turn that into the product? That became Slack. So what did he say in this blog post? He basically says, look, let's imagine your Acme Saddle Inc. And yours sells saddles. And today you could try to sell saddles to horseback riders. There's not that many of them. And he said, instead of selling saddles, we need to sell the joy of horseback riding. And he talked about how certain brands do this. Nike famously did this with jogging. So, you know, Nike didn't sell shoes to people who were already track athletes only. They basically,

10:21you know, as jogging became a national trend, they piggybacked on this idea that like people are going to have athletic shoes, whether they're athletes or not. That the everyday mom and dad is going to own these things and kids are going to own these things. And you don't have to be an actual track athlete the way that the company started. Lululemon did the same thing. Lululemon, if you walk in their stores, you can literally take a yoga class. That's kind of weird, right? Why would a clothing store offer yoga classes? It's not a big moneymaker, but it was because they needed to promote the lifestyle of being a little yoga girl that you've got your cute water bottle and your cute pants,

10:53and you're going to go to this thing and you have friends there and namaste and, you know, downward dog, baby, here we go. And so they promoted the lifestyle of yoga, not just selling these $70 pants. And so he said, we're going to have to do the same thing that we know that when you use this tool, your calendar chills out. You don't have as many meetings. Your email inbox stops being overflowed, that you feel like a sense of camaraderie with your team, even if they're remote, that you have, it feels like you're in the same room together to hang it out. That's what we need to sell is the feeling of great team communication of a team working well together

11:26is what we're going to sell. And Slack is going to be a tool to help you get there. It's just your saddle. It's a mentality around marketing that I think would work well here. And so why I say this is because, look, I'm not a, you weren't a perfume guy until you went on this thing. I'm not a cologne or perfume guy, but you are now. She sold you horseback riding, not a saddle. Because if she tried to say, hey, here's a cologne, you probably wouldn't have bought it. You weren't really interested. But then when you realize that like, actually smelling good is part of showing up well, is part of your personality that you can have one that's, you know, tailored to you. And that's

11:59very different than something that- It was even better. She goes, you're a masculine guy, very Midwestern masculine values, stoicism, leadership, timelessness. Therefore, this one would be perfect. You smell it. I wrote this down. I wrote, horoscope, but better when you started talking. Because I was like, you can just cold read anyone and be like, you're a masculine guy, but you do have a soft side for the people that matter in your life. You're like, I do. That's so true. It's like, I can say that to any guy. And they're like, yes, thank you for telling. And this is horoscopes, but better because the horoscope

12:30trend and like kind of the cold reading tarot card type of fortune teller type of shit obviously works. Obviously there's like a market for people who love to be told something like about themselves and that they're part of something, learn more about their favorite subject themselves. But in this case, she's selling a very good backend product on the other end of it, which is like, here's water with two drops of oil and 99% profit margins, which is way better than what the horoscope person sells, which is the horoscope reading. The reading is free.

13:02And you buy the water at the end at this insane markup. Wow. This is horoscopes, but better. First of all, for those content creators out there who want to learn how to turn a date night into just a banger content session. You're welcome. You could write that off now. This is called being a professional. Take notes. Dude, was I just Neo in the Matrix just seeing the code? I just know where Agent Smith was just now with that horoscopes, but better shit? Yeah.

13:32Classes and session fools.

13:35I completely agree with everything you said. I think it's awesome. We have to get Asia Grant, if you're listening, you got to have like implement some of the stuff and give us an update. I like finding these like creators who are early in the journey and figuratively buying stock in them. We did that with, you know, Heberman, Brian Johnson, now Asia Grant. And so I think it'd be fun to get an update on her, but I wholeheartedly agree

Building a personal monopoly

13:56with your advice.

Building a personal monopoly

13:57By the way, our friend, David Perel, friend of the pod, David Perel has a great phrase on this. He calls it having a personal monopoly. And a personal monopoly is when you are known for something. You're known. And so, you know, he was the writing guy online and he was all, he taught writing courses. He always talked about writing and he has a podcast called How I Write. And he really wanted to build a personal monopoly. I feel like Asia Grant is building a good example of building a personal monopoly. She is going to be the New York City scent girl or the New York City perfume person, right? Like she's got that, she's got that thing. Now, all she has to do is just add

14:30layers and layers and layers of defensibility of, of more, more and more stacking on top of that until there is really only one. Nobody else could ever come into that category. And I think people are surprised, but how big things can get. Our friend Nick Gray did this with museum tours. It was called Museum Hack. How big did that get? He told me that they did $2.9 million in revenue the year they sold. And the way the business worked was he started doing a bunch of tours. He was probably the only tour guide for a year. People spent $168 or something like that, almost $200 per tour. Oftentimes the tours were not even

15:03sanctioned. Like he would just like get a group of eight people and just like walk through. And I think actually the whole time he like, it was like, Hey, I can just do this, right? And they're like, well, it's open to the public. So yeah, you can do it. And so he did that. And then eventually he hired, he had roughly a hundred people who were like up and coming Broadway people or comedians or actors struggling, you know, creatives. And he would teach them how to do these tours. And that's what he did. And then he sold, he sold at some multiple of, you know, either revenue or profit. So on, so in addition to making the money every year, it was actually a sellable asset, which people don't

15:35really think that something like that can. And he became like the museum tour guide. And then, you know, this sounds silly to like use these phrases together, but he reinvented himself as the two hour cocktail party guy. Right. Another thing that you think is really stupid and dumb, a two hour cocktail party. That's ridiculous. A, who would write a book on that? And B, do people really want to learn how to do it? He wrote the best book on it. And he sold, I think he sold hundreds of thousands of copies. It's another enthusiasm is the moat because what's Nick's edge is that he just is more enthusiastic about two hour cocktail parties

16:06than anyone else, you know, on earth. That's what he naturally felt that way. And really it's less of getting yourself to do something as it is giving yourself permission and trusting that that's a thing that you can lean into it and you don't have to like withhold some part of yourself or kind of sandbag yourself and kind of hedge. And he just didn't hedge. He didn't sandbag himself, just did what he wanted to do and like went for it. And, you know, obviously amazing things have

The market for real world tours

16:32come out of that as well. Can we talk a little bit about these kind of like real world experiential tours? So there was the guy in New York city who was doing a million dollars on Airbnb, doing the police tours, right? Or what was it? Mafia tours. Mafia tours. I also did that one. Awesome. Yeah. So there's like a kind of genre of these things. You know, when we went to New York last last month or whatever, actually David took us on a walking food tour, which was awesome. He basically just took us through New York, but like, I'm not big into sightseeing, but if you can't tell

17:05I'm pretty into food. And so I was like, okay, you want to show me some stuff, but we're going to eat at every stop at a cool place that has a little story and is known for having the best fro-yo and then the best burger and then the best this and then the best that. And that's what we did. And it was amazing. And I think that as a, like, as a thing, food tours, why isn't that a bigger deal? Like that is the way I want to explore most cities. Is that already a thing? When I travel, so my wife worked at Airbnb and I think she, I don't know if she worked on, but somehow was involved with Airbnb experiences. And so she would always hype it up. And we would,

17:37we all, whenever we travel, we do food tours. That's like how we get around and like learn about the city. And it's really awesome. But I, there's this guy in New York city. If you Google like New York mafia tour, Airbnb, you'll see his listing on Airbnb experiences. He was a tired police officer and he gives like a three hour tour where he would take you to different restaurants and different places where famous mafia incidents happened. And you end at a restaurant where he's in cahoots with, with the owner, like they gave him permission or he gets a reservation. And they, he tells you like, you know, the table that we're sitting at, you know, Sammy the bull or wherever their names are,

18:09like sat here and they brokered this deal. And so we are kind of like them right now. Let's eat some spaghetti and it's awesome. And this guy, he's an ex cop. He actually sold his Airbnb experiences listing to another person who now has like five or six or seven ex cops giving these tours. And so it's a very miniature version of like, all right, I retired as a cop. I still like want something to do. Like, this sounds like a good thing. Let me just step in and do this. And so I actually think

18:40that like people can vary. It's not easy, but it's fairly simple. They can turn very passionate local experiences into thriving businesses. If I had to guess, you can make many hundreds of thousands of dollars a year doing experiences based off of history and food, just like this. Another guy who did this was in the sushi space, actually. So there's a guy, I think he's in Hampton. And his name is Guy, Guy Allen. And he opened up this restaurant. We went to it in New York. It's a little omakase bar. It was in the like, dude, it looked like it was like, you have to go

19:13down this back alley staircase. I was like, there's no way. And then everyone's like, this is the hottest, hottest omakase ticket in New York right now. I was like, no way, where are we? And I walk in, the sushi's great. And I was like, dude, how did you, how do you get people to find this place? It's literally on an unmarked staircase and an unmarked door in the, like, how could people, how could this have gotten hot? Like you're literally defying the laws of real estate here. The restaurant is called Sendo Sushi. Yeah. Sendo Sushi. And he was like, oh, well, you know, I basically spent a decade building up

19:44my Instagram because I just love sushi. I just, he's this guy had just great enthusiasm for sushi and had been traveling around talking about sushi on his Instagram. He had a book, like a sushi coffee table book, I think that he had released. All that stuff led up to this point where as soon as he opens the restaurant, bang, you know, like line, wait list, et cetera, et cetera. And what's, what's funny, by the way, when I met him, I was, he like told me what he was doing. And I was like, this is a horrible idea. And then I like researched him because he's like a white young guy and he's like, I'm opening up a sushi restaurant. I'm like, are you sure?

20:14Right. Why? Like there's easier ways to meet Asian women. Like the only white guy in New York, but, but you know, one thing that was really fascinating actually on the business side, cause there's only like eight chairs in the restaurant. So I was like, dude, even I get why there's a line. There's only eight chairs. Like, you know, what are you going to do? And he's like, well, delivery is huge. And so apparently they're doing like millions a year in door dash deliveries and pickups, which is like, I just never really seen that. So it's like this interesting kind of like a ghost kitchen, like more than half the restaurant is just the back back kitchen for

20:48delivery, but it's a, it's not like most ghost kitchens on door dash where you've never heard of the brand or it's like a, it's a random, like fictitious name. This is like a really high end well-known brand that has this huge delivery operation. I thought that was pretty interesting. Yeah. They kill it. And it's awesome. We're giving shout outs to everyone. Order from Sendo Sushi. Hey, let's take a quick break. You know, that feeling when strategy is done, the brief is written, everyone's aligned and you realize someone still has to sit down and actually create all the content that someone is usually you and it's due tomorrow. Well, the breeze assistant

21:23from HubSpot can help. It works right inside HubSpot. You can draft a campaign copy, blog posts, emails, all in your brand voice, all using your actual customer data. So you don't create just content. You create content that converts. Check out HubSpot.com, the agentic customer platform for growing businesses.

Remembering Dolly Parton and her empire

21:39Well, call us Dolly Parton because that's the next subject. RIP. RIP. We famously had a Dolly Parton moment many years ago where you were like, yeah, Dolly Parton, you know Dolly Parton? And I was like, honestly, not really. You were like, what? I was like, I know the name, but I can't really tell you because you were like, no, no, you know, Dollywood. And I was like, Dollywood? What is Dollywood? And you made fun of me for years that I don't know Dolly Parton. And honestly, justified because now Dolly Parton unfortunately just passed away. And I went and did a little learning about Dolly Parton. I did not

22:11put enough respect on this woman's name. Can we do a Dolly Parton billy of the week? Sean, describe who Dolly Parton is or what she looks like to a non-white Midwesterner guy. Well, you know, this changes over time and age, but like, you know, she was this kind of almost larger than life character, big blonde hair, almost like kind of all American, but then every knob was just dialed up. The makeup was dialed up. The hair was dialed up. The body was dialed up. Everything was dialed up. The style was dialed up. That's kind of like became part of

22:41the shtick. And she's actually talked about like the dumb blonde packaging. Like she kind of created the brand. And then she was like, I don't mind when people call me a dumb blonde because I know I'm not dumb and I'm not a blonde either. And like, basically like, you know, she created the brand, the iconic look, which was very distinct. And like, you know, I've always like joked about this with myself. I grew out long hair once during COVID and I was like, well, people are like, why are you doing this? And I was like, well, you can't be good looking. You got to be interesting looking. And it's just like a general philosophy, which is like, actually, like in terms of branding,

23:14that actually is not untrue. That, that you, like distinctiveness matters a lot more than sort of the objective attractiveness about somebody. Yeah. So what do you know about her? For the, for the other ignorant people like me who didn't know, here's the story. So fourth of 12 kids, you know, born in the smoky mountains of Tennessee immediately has like, you know, a sort of gift, but also an interest in singing, writes her first song at five years old at 10, she's performing on stage and, you know, fast forward the tape and she's a very successful

23:47singer. And if that was the whole story, it wouldn't be a very interesting story, but the singing part is pretty impressive. Yeah. She does a over a hundred million records sold 10 Grammys, but then she just was a prolific business woman. So she owns this thing called Dollywood, which is essentially like a Disney world in Tennessee, like an amusement park that brings in millions of visitors a year and is actually a big contributor to her fortune. And the reason why she can qualify as Billy of the Week, she's, she kind of passed away with a net worth over $500 million, which very few artists ever get to. And then on top of that is this larger

24:21than life personality. Every quote you hear about her, any person who ran into her, just like on, on any, any age, any background, any race, any political orientation, they all loved her. And they all literally like, there's quotes now that she passed away. They were like, I remember meeting her and I went and called my friend. I was like, I think I actually met an angel. Like, you know, like just think of these, these quotes that you don't really hear from most people. And also a very prolific philanthropist did a lot of great things in the world where her music is, you know, maybe three or four on the list of great things that she did in her lifetime.

24:53And I just wanted to kind of walk through some of these incredible, incredible things that she did. I was pretty inspired by some of this. And by the way, just on accomplishments, some of her most famous songs, she didn't sing. So I believe she wrote, I will always, is it I will always love you by Whitney Houston. Yeah. There's actually a great story around. Do you know, do you know the full story of this? No. Okay. So two, two crazy things about this. One, she wrote, I will always love you and Jolene in the same night. Oh, wow. Which is one of those, like, there's these,

25:25this happens many times. It's like these, these, you know, days where decades happen type of thing where people get this creative streak and they just go. And this is, she's a, she's a good example of one of these. The second thing is she did sing the song. So the, so one of the things that happened was when she went out to go try to be a artist, she leaves the home, she's going to go try to make. And like, there's like this hero's journey of anyone who goes and tries to make it. We had our version of that moving to San Francisco, try to make it as a founder, as a tech entrepreneur. And she went to Nashville. She went to Nashville, try to make it as a country artist. And she was

25:56actually singing backup for this other guy. And she had a deal with him where he's like, okay, I'll take you to my gigs. I'll pay you, but you'll be a backup singer and like kind of side performer, basically at my shows. And you, you got to give me five years. And she's like, okay, like, I don't really have any other way to make it, but like, all right. So she agrees to this. She's now seven years into this thing and it's pretty miserable. Like she doesn't want to be this guy's sidekick and he doesn't treat her that well. They're kind of are not even on speaking terms at this point. And she's still performing at his shows. And she kind of like, I'm going to quit. And she using the emotion of that wrote, I will always love you. She performs it for the

26:31guy. And she's like, I want to go out on my own. And he's like, on your own. And she's like, I have the song. She plays it. He breaks down crying. And he's basically like, all right, I'll let you go. If you record this song, I want a piece of the action of this song. And so she, and she, you know, one of the things that she did a great job of in her career, one of the reasons she built such a big empire was she understood the value of her music in a way that most artists do not. And that song, I will always love you. It was such a banger early on that like everyone who heard it knew this is going to be a winner. Elvis wanted to buy

27:05it. So Elvis was like, I'll sing the song. And she's like, amazing. He's like, and I'll own over 50% of it. And she's like, I don't want to do that. Like, how about you sing the song and we'll do the normal, like kind of, you know, whatever the rights breakdown normally is of the song creator versus the artist who sings it. And Elvis was like, no, no, no, I need to own most of it. I'm Elvis. I'm going to blow this thing up. And she turns him down. She turns down Elvis to make a bet on herself. It's like a Sylvester Stallone move. So she bets on herself. She sings the song. The song does well.

27:39One day she's in her car and she hears Whitney Houston singing it and she's breaks down. She's like, I'm like, it's like hearing the song for the first time. Like what Whitney did with it was next level. So, but she had, because she owned it, she got royalties on every time that song plays, which if anyone's been in the world, it plays all the time. And so like in the nineties, she made like tens of millions in royalties just off of Whitney Houston's version of I will always love you. Well, and the album that that song was on, it was, it was for the bodyguard, the movie, the bodyguard that's it's I at the time, I think it was the number one bestselling

28:13soundtrack of all time. And that was that, that song and that movie was one of the reasons Whitney Houston became a American superstar, but catapulted to global superstar. And then like the legend that she is, she took $10 million that she made of that in the nineties, reinvested in like an all black community to build housing. She was like, it just seemed like the right thing to do. And she just kept doing what seemed like the right thing to do over and over and over again. And nobody's perfect, but man, she did a lot of amazing things. I'm gonna tell you something. What else? Yeah. Tell me everything. Okay. So she's pretty famous for some of the philanthropy she did in Tennessee.

28:44So she, um, her dad could not read or write and she always saw how that kind of held her back. And like, you know, 12 kids, dad can't read or write. He worked really hard, didn't make a lot of money. And so she was like, all right. Like, uh, they were like, Dolly, you know, you could set up a foundation, you could set up a, a, a fundraiser, you could perform at. She was like, how about I just get books in the home? And they're like, yeah, but Dolly, you're an artist. You could, you could go do this and you could tap into your network and you could raise money and have a gala. She's like, how about I put books in the home? And so she just decided to send books to people's homes for free for years. And she sent

29:18like 300 million plus books to people's homes over her lifetime. What's that called? The imaginary library, 325 million books since 1995 as a tribute to her father who couldn't read or write. Okay. So that was one of them. There's another thing she did. She went to her County and she got all the seventh and eighth graders in the County. And they had a huge problem with graduation. I think like 35% of the kids were not graduating. And so she went and she said, I got an idea. Same thing again, like kind of ruthless simplicity in her approach to solving these

29:51things. And so she just went and she said, all right, I'm going to pair all of you up and here's the deal. You're going to sign a contract with me. And the contract says, if both of you, everybody gets a buddy. And if you and your buddy both graduate, when you graduate, you get $500. Now this is back in the eighties. So it's like more like kind of 1500 or $2,000, basically worth of money. It's a lot to a kid. She was like, if you both graduate, you both get the money. But if you don't both graduate, you don't get the money. And the dropout rate dropped from 35%

30:22of kids not graduating to like 6%. It was like this incredibly effective program that was basically Dolly Parton being like, listen up, kid, like give me 500 bucks if you graduate. Dude, have you ever, like there's all these studies going on right now about the stimulus checks. And turns out that just giving poor people money is probably better than like a huge percentage of charities where they're like, you know, in order to like help young single moms who are poor, I'm going to help you get

30:53a job. I'm going to help you like, you got to go through this program and then we're going to get late. Or I'll just give you two grand. And like they have found that like, because it lacks administrative costs and it's just, here's just money. And like, there's a larger percentage of time. It just gets a desired outcome. And they asked her, they were like, you know, why are you doing this for these kids? And she basically, she didn't, she herself didn't have kids. And the reason why she had endometriosis and basically had like a hysterectomy when she was in her thirties. And so she couldn't have kids, but like, listen to this attitude. She goes, I didn't have children because I

31:25believe God didn't mean for me to have kids. So everybody's kids could be mine. And I could do things like the imaginary library because if I hadn't had the freedom to do the work, I wouldn't have had been able to do all the things that I've done. And like, what an attitude for somebody who took kind of like a lemon from life and was like, okay, I can't have kids and put a different meaning on it. It's like, so everybody's kids can be mine and I'm going to go help all of these kids instead. And I'll, you know, I just thought that was like kind of amazing. You're this, this evolution of Sean from not going to, from not knowing who she is to being her

31:57biggest fan. I find to be incredibly endearing. You're, I, this is like a, this is like watching puppies play. Are you having this reaction in you? Cause I have this all the time. If I tell somebody about a show being great and they're kind of like, yeah, yeah. And they don't watch the show. And then the years later, they're like, dude, have you seen the show? I love the show. I'm like, I told, I told you about the show and I get infuriated and I'm just like, I need to like assert my, like my claim to the like thing. Do you, are you feeling that? No, I can't stake that because frankly, at this point, you probably know more about her

32:31than I, like I grew up listening to her and I lived in Nashville and in Nashville, she was always like a, like a mini mayor. Like she was like, she's always been like the shit forever. But now you actually know the facts. You're like a tourist who like knows how tall the tallest building is. So true. So true. So true. Yeah. I'm doing the tourist thing where I like got the pamphlet and the guide in the local, you know why I paid attention to it? Cause I saw when it happened, it was like, okay, Dolly Parton passed away. And I'd remember just thinking like, Oh, Sam's probably cares about this. And I scrolled on and then I saw the, I saw

33:03Trump had like a tribute and I scrolled one tweet and the democratic socialists had a tribute and that never happens. Didn't happen when, you know, you know, the queen died, Michael Jackson, you know, it doesn't, nobody gets that side. I was like, wow, who, who gets the, like these kind of like warring tribes to both actually be like, yeah, she was the shit. And rappers came out and were saying, she's the shit. And Taylor, you know, Eminem was saying it and Taylor Swift saying it, but they all didn't say like generically, they had a personal story of some way in which she did a really good thing for them somewhere

33:37along the road. Like there was this great story that was like, she lost some Grammy, some musical award to three, six mafia. And then they were like, Dolly, like, you know, you know, bummer on the, the lost, you know, three, six mafias kind of, you know, and she's like, they're bringing it home to Tennessee. I'm happy for, I don't know their music, but I'm really happy for, like, I'm really happy for them. You know, I'm going to go home and listen. Have you, if you look at what Martha Stewart has done, that's a really kind of, that's somewhat of an interesting comparison. Although I would say Dolly was probably a better person. She was married to the same guy forever and like, what seemed like a pretty good personal

34:11around, whereas Martha is a little bit more sharky, but she was like well-respected by all these people. But she also, nine to five, if I'm going off memory, so I could be wrong here, but she was regarded as like a, definitely like a woman's right advocate. The movie you mean? Well, the song was written for the movie. Oh, so good story about the movie too. Here's another fun fact that earned another respect

Dolly Parton as a movie actress

34:34point in my, in my books. So she goes into acting and I think a lot of people take confidence from one area and it becomes false bravado when they move into another area. You'll see this a lot with like, I'm a businessman. Now let me give you my views on Gaza, right? Like, you know, it's like, well, maybe you're not the best person to do that. You just have the ability to talk about it. That doesn't mean you necessarily have like earned your stripes in this one area. So she goes into the movie business and like, I would say most celebrities in the movie business, they show up for the cameo and they want to do a good job. But

35:06like, you know, they just kind of show up and Hey, I'm me, you know? So that should be enough, right? She not only learned her lines, she learned every line of every character in the movie. She had the whole movie downloaded in her brain because she wanted to be so prepared to do a good job. And that's how she showed up. And it kind of blew everybody away on the set. Cause they were like, wait, why does Dolly know every, she knows where the, like the scene changes and she knows where the cut is going to be. Like, how is this possible? We just got here. It's day one. Let me give you a couple others. Nobody knew

35:37her phone number. So she was, um, we, we all love a, um, an unavailable queen. And here she was, she was like, you know, nobody knows her phone number. If you want to get in touch with her, you fax her manager, your phone number, and then you'll get a call from a phone number and she'll talk to you. And so she wanted to be kind of independent in that way. Did you read about her husband? Well, all I know is that she was married for like 60 plus years. And this guy was like never in the limelight. I don't think you could find a photo of him. Yeah. That's crazy. He basically was, I think he was a truck driver. Maybe Ari can correct me, but he was a

36:11blue collar guy. And there was like a joke, which I don't know if it was true that he like never saw any of her performances, but she like loved them and like said he was the man, but he was like, that's very much like a, what is it called? The strong silent type. He's got a masculine scent too, huh? Yeah. Yeah. He, he, I don't know if he would go on a perfume tour, but if he would, he would get the flavor rain, which was also the same one I bought. Uh, and so, yeah, he was kind of cool. He was like, like mysterious.

36:42We'll leave you with a great Dolly Parton quote. I tried every diet in the book. This is about dieting. I tried every diet in the book. I tried some that weren't in the book. I tried eating the book. It tastes a lot better than most of the diets.

36:54She's awesome, man. All right. Well, Dolly, you'll be missed. Sorry. I didn't learn about you till you passed away, but I am a big fan now.

The multi-million dollar horse network

37:01I have one more story that I could tell you. Um, as it happens all the time, coincidentally, it's all going to converge. We're going to, um, combine enthusiasm into Southern stuff. Have you heard of roping? Roping. Is that something you do in your date night now as well, or what was going on? Well, we're not there yet, but roping is, it's, it's, it's similar to, it's could be part of a rodeo, but it's basically where not a bull, but a steer. It's a, uh, they're actually different. I think a steer is a castrated bull in case you're wondering. Uh, yeah.

37:33What a low key, great insult to start using.

37:37You're a steer, if you know what I mean. Could be a bull. No balls though. Yeah.

37:45Roping is when the steer goes into the, into the, the area. And then two guys have to like quickly like rope it. Like, you know, yeah. Like a lasso, catch it. But what do you do? You just snag it. Then what? Pulls you? A lot of people think that I'm like a hillbilly and they assume I know these things, but like, I don't actually know. Right. Yeah. It's cosplay. Dresses like a cowboy, but lives in a like fancy New York city apartment. Yeah. I've been to the rodeo, but like, sort of like seeing like a Mardi Gras parade. Like, I can't tell you anything that's actually going on. Um, and so roping, what you got, but it's a sport because it's like done by like

38:20working class dudes. It's a little bit like golfing used to be. It was like enthusiasts were into it, but it's not much of a sport in terms of like professionalism and like being a big thing on TV. Although it is, it's, it's still quite niche. Well, in the early 2000s, there was this guy, these two guys named Andy and Tom, and they started a company. I believe it was called active interest media. And they started like buying these niche magazines. I think they bought one on sailing. They bought one on a couple other things. And eventually they kind of came to this conclusion that there's this like niche sport or people who care about horses. Like they love

38:54horses, particularly like the cowboy shit, like roping. And they're like, this might be a thing. And so they start this thing called the equine network. And they start launching magazines where they are appealing to horse owners, which is kind of like laughable. If you think about it, not laughable, like to the people who are into it, but laughable. I'm like, you're going to create a big business for people who own horses. Like that doesn't sound that big or interesting. And they turn it into a magazine. Magazines start going down. They turn it into a website where they only are getting like 600,000 monthly uniques. Like it's pretty niche and small. But what they

39:29noticed was that there's this one company that was advertising on their website. And it was basically the AAA for horse trailers. So if you're driving, like my aunt and uncle, by the way, are professional cowboys. My cousin was a professional bull rider. My aunt and uncle own the bulls that they are paid to bring to different rodeos. And it's called bucking bulls. That's what they call it. They're like, how hard can your bull buck? You get paid on that. But there's this whole subculture of people who are bringing horses on trailers. And when their trailer breaks down, they need a very particular

40:01type of like AA person. AA? AAA? AAA. AAA. Yeah. It's like a Canadian talking about alcohol anonymous. AAA.

40:13Anyways, they realize that this business is like, this is kind of interesting. And they called the guy. They're like, how do you grow this thing? And they're like, I don't really. I just advertise with you. That's how I've gotten all my customers. And they're like, bingo. They're like, when hitching down doesn't work, knits down harder. Okay, go. So then. Yeah. And they did that. And they bought this business for like next to nothing. And they've grown it. And they're like, bingo. We got this crazy idea where they have this like small website for horse owners. But they buy and start every business under the sun for this. And so they own the AAA for horses. They own a fly control business that has 4,500 people spending something

40:50like 300... Sorry, 45,000 people spending like $300 a year. And they like send you stuff to keep flies off your horse. They now own the largest roping event in the country. And they own all these other businesses. And I just saw that they sold. They sold for $300 million, I think like six months ago. And now the guys who were previously, I believe, the president and CEO of WWE are now helping run this business because they think that this is going to be like the next big entertainment

41:21business, particularly roping. They're like 401ks for your horses. They do everything. Well, they have Ride TV, which is a $200 a year streaming network where you can watch the best roping events. They have a barrel racing event. They have a jumping event. They created software. How do you know this? Where did this come from? That's what I do.

41:43Actually asking Mozart where the notes come from. Yeah, I just... I'm always interested in media. And I saw this business and the founder and CEO, he said they do $85 million a year in revenue with high 20s profit margins. They only have 200 employees. I saw they just got bought for $300 million. And I saw that the WWE guys, I forget their names, who they are. I saw that they are now on the boards and they're like are leading the business. And I'm like, what is going on? And then coincidentally, we have a guy in Hampton who's also named Sam. And he built software to help horse owners aggregate stuff. And I had kind of

42:19heard of this business. And he was like, dude, you got to check out the horse world. It's way bigger than anyone realizes. And he's like, these people who own horses, they will go broke. They will not pay their rent before they give up their horse and their horse's rent. Because horses cost like 30 G's a year to maintain. And he's like, they are so passionate. I've never seen such a crazy thing. So anyway, that's how I got into the horse world. But pretty interesting, right? Dude, have you ever been on equine.com? Yeah. Yeah. I could literally just buy a horse right now.

42:50I don't think that's theirs, is it? I don't know. But there's a horse called Houdini's Bride. And right now the bid is $1. He's in New York. He's a thoroughbred. But like, I don't know. Take a look at Houdini's Bride. He doesn't look like a thoroughbred to me. Go to equinenetwork.com. It's pretty good. Hold on. I don't want to lose my cart as I check out here. Go to equinenetwork.com. Look at this website. Yeah. It looks like they got the two businesses you talked about in terms of their product.

43:21Fly control and roadside assistance. EQN Sports Desk. Your source for equine sports news. In case you needed one. Dude, TBPN for horses? Let's go. You know what I think is actually going to be a huge thing? Peptide for horses. Oh, yeah. Peptide for anything. Peptide for anything. Peptide for babies. I haven't heard of one peptide for X that I haven't liked. Yeah. Like, peptide for dogs, I was like instantly like, hey, who's doing that? I need to invest in that. Peptides for men. Peptides for women. Peptides for horses. Sure, why not?

LeBron James and the Nike bond

43:53Well, that's my story on the equine network. This is just like one of those same specials where I just want to show you something that I didn't think you knew about and hopefully awe you. Did I awe you? You awed me. You don't seem awed. It's sort of like a silent fart. It's like an inner awe. Like there's like a deep awe.

44:13Today's podcast is brought to you by my friends at Mercury. They make the world's best banking product. I think you know this already. I use Mercury for all of my businesses. I think I have like maybe seven or eight businesses. We use Mercury as our business banking across all of them. And now they actually just launched a personal banking account. So I have my personal account there. I moved off of Wells Fargo and Chase. I'm just all in on Mercury. Why? I like products that are easy to use. I like products that get me and the problems that I have. So like very easy to make a joint account with my wife. Very easy to spin up virtual cards. One click and I get savings yield. It just has all the stuff that I need in one place.

44:47So if you're looking for the best banking product on the market, it's definitely Mercury. I will fistfight anybody who disagrees with me on that. Go to mercury.com slash personal and learn more. Mercury is a fintech, not an FDIC insured bank. Banking services are provided through Choice Financial Group and Column NA, members FDIC. Can I give you a little quick hitter at the end here? Yeah. Did you hear about LeBron James' brilliant business move? Which one? No. Great answer. LeBron did something very, very interesting. I hadn't really heard of any athlete doing.

45:19So I don't know if you know, the Lakers owner got in a bunch of trouble and had to like flip the team recently. And it was like this whole thing. Well, in that, people started looking into like, well, what is his firm, Guggenheim, like these advisors, investor bank type shit? What have they been helping with? And one of the things they found is this thing called the LeBron James. Wait, hold on. You're missing something out. The guy who owns the Lakers is rich because he owns a financial firm called Guggenheim. Is that right? He has like Guggenheim, but then he owns insurance companies. And why he's in trouble is because the insurance companies, insurance companies have a float.

45:52You can invest the float. That's what Buffett and others have been doing for a long time. But there's a caveat. You can't invest the float in companies you also own. And he had reported like, yeah, like I got a little bit of replacement. Yeah, like whatever, 1% or something like some small number, like a billion dollars of related party assets. And then they looked into it and it was more like $20 billion. It's like way above the threshold. And this is a legal thing. And therefore, yeah, like there was like a whistleblower and it was like, so now he's in trouble and his insurance company needs to sell related party assets that they had used the money for to get back in good standing.

46:30And so he had to sell the Lakers. He's selling like his stake in Chelsea or something like that. Whatever, whatever team he owns. Which is interesting. He sold the team to a guy who got rich partially because of an insurance company because he wanted the float. Josh Kushner. Yeah, yeah, exactly. Correct. And so he, anyway, so that's what's going on there. So they find this thing about LeBron. And so what's the LeBron story? Okay, so here's the short story. I wanted the name of it. It's called King James Funding. People find this LLC, King James Funding. What is that? And why did it get $300 million in this bond offering and this like highly rated credit bond?

47:06So here's what happened. LeBron, when he was just many years ago, it was probably, it was 2018. LeBron James, while he's in the Cavs, decides to pull a, like create a bond offering against his Nike contract. So I don't know if you know, but LeBron has a lifetime contract with Nike. And so just like Jordan is still selling shoes, even after his career, LeBron has a deal with Nike to keep using LeBron's name and likeness to sell products. And LeBron realized, LeBron and his team, and then actually his money manager,

47:38who's the same money manager for, wealth manager for Beyonce and a few others, came up with a very smart idea, which was they'd used the old Bowie bond thing. I don't know if you know David Bowie. David Bowie, the musician, created something called the Bowie bond back in the day and raised like $50 million selling future, selling his like future music catalog. It was like this really innovative way to pull down funding. But it was a bond, so he wasn't selling it. He was getting money up front and he would pay, I don't know what, a 7% loan. And people thought that was a, is that right? Exactly. So what LeBron did was LeBron created a bond offering.

48:11And it's a 30-year bond or 31-year bond with like a sub 5% coupon, right? So he basically owes 5% interest, but he got $300 million up front. Now, the beauty of this is debt, when you get, when you get debt or a loan, it's taxed. Taxed, yeah. So he gets $300 million of cash now, doesn't have to wait for this lifetime contract. He doesn't pay tax on the $300 million. So he gets $300 million outright that he can use to like invest or do other things. And it's secured by this Nike contract, but he still owns the upside of the Nike contract.

48:42It's not like he sold the asset, he just took a loan against it. So he still, if he, you know, he still will make more than that off the Nike contract. How is this different than factoring? Or like when you get a loan against your receivables, it's not, right? I think it's like technically a little bit different, right? So in a bond offering, like, like other people could participate. So like several firms participated in this bond offering. It was raided by a credit agency who kind of like looked at it and said, this is like, this is better than the U.S. Treasury, you know, like this thing will pay out.

49:12And so, you know, he did that. And he, unlike factoring, you know, he didn't do the, he didn't like take the whole contract and basically like say, yeah, give me X up front. And you keep like, when you factor, let's say a million dollar contract, you might take 900,000, they get to keep 100,000 because that's the VIG for giving the money up front. He still gets his whole thing. He just has to pay this loan down over time. And there was still some risk. Like if he did something inappropriate or whatever, like Nike could have, you know, taken the contract

49:44away. But that's okay. So that's crazy. That's, that's interesting. Good for, good for LeBron. Kind of amazing. And this is only on his off-court income. It's not on his like actual basketball contracts at all. And so this was like just his endorsement deals and all that stuff. It's pretty brilliant. You know, props to LeBron for, for a pretty bad-ass business move. But what about Guggenheim? How did that come into play? Guggenheim has like an advisory practice. So when they traced it, they were like, it great. So these different, like, you know, like what were the names of the companies that like

50:17bought it? Right. It was like, who bought it? It was like Midland National Life and North American Life and Health. Like there's like two Midwestern life insurance companies were buying it, but they were advised by an arm of Guggenheim. And so that's just how it goes. It's not like LeBron is entangled in this. It's just, they just found it because they were, a lot of people were looking into like what else? And it sounds like it was all, it's all very circular. Yeah, well, he wasn't even on the Lakers then. And like, you know, maybe this, maybe there was a relationship and maybe that's why he went. I don't, I don't know all that. But like, definitely, definitely very interesting.

50:51Not quite Kawhi Leonard interesting, but definitely interesting. There's a funny meme going on right now in the Instagram space of like, I guess there's a, there must be a channel or something, but it's popular now for athletes to talk about how much money they made. And, but they're like, like, I made a hundred million dollars, but that's not as much as you think. And they like break it down. And they're like, and then now there's like a competition to where it's like, but I still slept on an air mattress or like, but I, you know, like, but I still like only wore one sack. Like, it's like, it's so like, or they're like, have you noticed this?

51:26Like this is, we got to like, I don't know if this is actually a meme, but I'm kind of pretending that it needs to be PR poison is basically saying a hundred million dollars isn't as much as people think. So it's like, you first dig a huge hole and then to get out of the hole, you're like, but I only wore the one sock. It's like, you have to do the like really likable, like I'm just so grounded, you know, type of thing at the end to try to dig yourself out of this hole of a hundred million isn't as much as people, people think. Yeah. I just like, again, I'm trying to say we have to buy stock in this potential meme.

51:56It hasn't happened yet, but I'm noticing that like, I'm seeing all these athletes like, I only made this much money, enter huge sum of money. But when you think about it, it actually, you got to do this tax, you got to pay your guy, you got to get your mom a house, you got to do this. So I really only netted with enter, also big number. And therefore I had to do, enter an extreme frugal thing that potentially may or may not is that frugal. Right, right, right. Yeah. LeBron famously, like he doesn't turn on roaming when they go play the Raptors in Canada. He's like, no, I'm good.

52:27Like I'll, if I got wifi, I got it. If not, I'm not. And he's got like Spotify with ads still. It's like, geez, there's a, there's another version of this.

The cultural shift in athlete wealth

52:35I think like you can watch the pendulum swing in culture. And so there was like a big swing for a long time, which was like flashiness. So like a way, like the cool thing to do was to ball out, whether it's the cars, the houses, the clothes, the chains, the grills, whatever it was. And now I think it's swinging back the other way where like you see the athletes bragging like, I didn't even touch my NBA contract. I live off my shoe deal. My NBA contract goes into this and that's compounding.

53:07And I own 42 gas stations. And can I tell you about cap rates? And the other going like Saeed Balki on their ass. And they're like, you know, on the other side of the spectrum. And I think it's going to be cool to be fiscally responsible. It seems like that's the way that the culture has shifted. And that's now the brag. And before that's the flex, before the flex was look at like, you know, like the hydraulics on my car type shit. Yeah. Well, it's because all these guys, current and ex players have podcasts now. And like the best clips, the ones that go most viral are when they talk about money

53:40and therefore like sophisticated or savvy or just like slightly responsible moves and discussions are becoming the viral things. And therefore, it's becoming more popular to actually be that. Well, I think LeBron gets a lot of credit in this. You know, LeBron did a bunch of things that most guys don't do. So he turned down McDonald's and Coca-Cola early on. And one of the reasons why was they basically discovered this pizza chain called Blaze. And they were like, look, you could do this McDonald's deal and you'll get the cash.

54:13You'll get cash every year. But we could be owners of Blaze and we could be a part of like the franchise. And if we talk about that, we put our muscle behind that, that might end up being worth a lot more. Magic Johnson and Shaq had done these things with franchises. So people kind of started to understand like, oh, you don't want to be the employee. You want to be the employer. You don't want to be the one getting just this marketing payment. You want to be the owner. And like, that's the goal. And so, and similarly, like his tastes are not like, he doesn't shout about drinking

54:44Hennessy. He's like an avid wine head and we'll talk about wines that he loves. And it's like, almost like in some ways it looks sometimes like a little overcompensation is like, you know, it's kind of like the funny memes where he's like reading the, he's like holding a book, but it's like upside down. Or he's on page two, always like, what's your favorite thing from the book? And he's like, oh man, so many, so many. How can I choose? And they're like, well, just name one. He's like, oh man, one is like, so many are coming to mind. I just can't even tell you any of them. So it's like, he kind of gets made fun of that way.

55:15But like, in a way, look, this guy grew up super poor, single mother, never met his dad type of shit. And like, to have made it, it's like, yeah, I own assets. I have wine collections. I read, I do, you know, like all the sort of hobbies of the traditionally white and wealthy. And I think like those golf, like he's on a huge golf kick right now. Is he good? He's like, okay. Actually, his son is amazing. Really? So his son, who gets a lot of shit because he's like, you know, can't live up to his

55:45dad's basketball career. Watch one video of Bronny James swinging at a golf club and tell me he didn't choose the wrong sport. Smooth as butter. Unbelievable golf swing. And so, you know, like I just think there's like an interesting thing to watch where the trendsetters are, it's cool now to do the stuff that was kind of lame white guy stuff before. And now that's the cool thing to do. Dude, that's awesome. I've never been like the biggest LeBron fan. I don't pay attention to basketball, but like, obviously he's famous and I like. He's no Dolly Parton. Yeah.

56:16But like, he doesn't do anything bad. No, it's incredible. I mean, like you could like, again, this is not a basketball guy. Like, I guess there's a stereotype that he flops and that he, I saw a video that I don't know if it's AI or not, where Dennis Rodman, he goes, Michael Jordan's the goat. And then LeBron's the other goat. Go on to another team.

56:37Shit.

56:39Wow. I was not prepared for that. That's good. He's like, again, I don't know if it was AI or not, AI or not, but it was like potentially AI, Dennis Rodman being like, Michael Jordan stayed with the same team. He won all the time. This guy like gets upset and he leaves like that. You're not the, you're not the goat. But like, he seems like pretty controversial free. He's unassailable. I mean, basically look at the history of any child actor, any child star. It's impossible to be as clean as him. He's a star from the time he was, you know, 12, 13, 14 on the cover of magazines at 15. You know, his, his high school was airing his games when he was a junior in high school

57:12on ESPN. Again, they're playing high school basketball games at this kid. And for that to have worked out. Yeah. It's literally like one in 8 billion. Like there's not really any, you know, go look at McCulley Cokin and go look at like people who had far less fame and attention and expectations as LeBron to have not just not become a screw up, but to have actually exceeded the delusional expectations is unbelievable. Yeah. I like got teary-died the other day because there's like an inspirational video of him playing with his son. And I'm like, that is the coolest shit ever.

57:44Like those videos or when like someone plays their first MLB game and the dad's in the crowd like crying. Right. I'm like, that gets me every time. Is, does he have other sons or just one? Yeah. He's got another son, Bryce, who's also a basketball player. He's in college still. Well, he's, he's better. So I think he, he has a good chance, uh, to make it, but, uh, and then he has a daughter as well. Um, this episode is called the boys got range because, uh, frankly, we were all over the

58:15place. And also, frankly, I think all of it was amazing. And frankly, it all landed. Yeah. So shout out to Frank. Shout out to everyone. That was awesome. That's it. That's the pod. I feel like I can rule the world. But I know I could be what I want to. I put my all in it like no days off on the road. Let's travel. Never looking back. All right. Let's take a quick break. I want to tell you about marketing school. It is a podcast that is part of the HubSpot podcast network, and it is run by Neil Patel and Eric Su. And these guys are both marketers who are running businesses.

58:48And so if you want real world tactics from practitioners who are actually out there in the field doing it, this is the podcast for you. Check it out wherever you get your podcasts. Thank you.