Eric Girouard left fashion to dress the people who build everything

At his bachelor party, Eric Girouard's friends sat him down on a dock and pitched him a company. He had gone off to work in fashion e-commerce. They had stayed in Bristol, Connecticut, and gone into the trades, the way almost everyone they grew up with did. You work in fashion, they told him. Build a brand for us.

He thought they meant trucks or knives. They meant boots. They were wearing the same work boots their fathers wore, and their grandfathers before that, and nobody had ever built a brand that represented them.

Girouard knew the world they were describing. His father built airplane engines at night for Pratt & Whitney, slept a few hours, then roofed all day for a friend's company. Girouard joined him on the roof at 14, lasted one summer, and started a landscaping business that lost money on nearly every job he bid. His parents never went to college. They told him he had a knack for business and should go learn what they couldn't teach him. His friends went into the trades or the military. He went to school, then talked his way into a chief of staff job with Ben Fishman, the entrepreneur behind Lids and Rue La La, by promising to outwork everyone in the building. He was 22.

When he finally left to start the company in 2018, he had a five-month-old son, a new mortgage, and a market research finding that would have discouraged most people: every work boot already existed, at every price point, made by companies pushing a century of heritage. 1889. 1909. Craftsmanship and history. His friends did not care about any of it. They wanted a brand that looked like them and showed up where they spent time. That was the whole thesis, and it was hard to raise money on.

So the friends became the company's product department. Girouard ran every tagline and every mission statement past them before launch. A full year before BRUNT sold anything, he started a podcast featuring plumbers, builders, and contractors, on the theory that you create value before you ask anyone to buy. The Marin, one of four boots in the launch lineup, is named after Matt Marin, a union drywaller Girouard has known since nursery school. Marin's complaints became the spec sheet: boots cost too much, took too long to break in, wore out too fast. The Marin has sold more than two million pairs and is still the company's number one product.

The discipline has held as the company scaled. Product development starts with customer research, runs through months of wear-testing, and takes 10 to 18 months per launch. The one product that missed expectations was the one where Girouard skipped a validation step. He says the mistake was his. BRUNT launched in September 2020. In its sixth year, it passed $300 million in annual revenue. A wholesale program that launched in February 2024 now spans roughly 2,000 stores, with retail partners including Boot Barn and Scheels. In January the company hired a chief financial and operating officer and a chief people officer. In April it announced its first flagship store in North Reading, Massachusetts. The store opened May 2 and ran out of inventory in its first week.

None of this required predicting the current trades boom, and Girouard doesn't claim he did. He just believed more people looked like his friends than the customers he had been serving in fashion. Roughly 31 million Americans work in the trades. They kept working through the pandemic because the country cannot function without them, and they keep buying boots in every economy. AI now threatens plenty of white-collar work. It cannot plumb a house.

Girouard built his home half a mile from the office. His oldest son wakes at 5:07 every morning, almost exactly. Girouard gets the kids to school, walks to work, folds a sheet of paper in half, and rewrites his priorities from scratch. He goes home for dinner, back to the office, home for bedtime stories, back to the office until 11. His stated worry is not a competitor. It is becoming what he disrupted: a legacy brand that spends its time talking about itself. Every Thursday, BRUNT opens the garage attached to headquarters and people from the community come by. Some of them don't buy anything.

Asked who gave him a chance, Girouard doesn't hesitate. Ben Fishman hired a 23-year-old with no credentials, invested in BRUNT at the start, and now sits on the board. The friends from the dock got something too. One of them has his name on two million pairs of boots.

00:00:00 Introduction and Background of Eric and Brunt Workwear
00:00:41 Eric's Blue-Collar Roots and Early Entrepreneurial Ventures
00:02:14 Learning from Serial Entrepreneur Ben Fishman
00:03:41 The Genesis of Brunt Workwear
00:05:06 Building a Brand for Tradespeople
00:06:08 The Role of AI in Brunt Workwear
00:10:03 The Importance of Building a Brand
00:14:28 Community Building and Brand Building
00:16:46 The Process of Bringing a Product to Market
00:21:36 The State of E-commerce and Brunt's Success
00:25:07 A Day in the Life of Eric
00:29:07 Principles of Leadership
00:33:57 Trends in the Trade Industry and Macro Economy
00:37:10 The Importance of Giving and Taking Chances
00:38:55 Conclusion and Final Thoughts

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I<00:03:00.880> know<00:03:01.040> where<00:03:01.160> my<00:03:01.280> strengths<00:03:01.680> are.<00:03:02.000> I<00:03:02.080> know<00:03:02.239> where<00:03:02.360> my<00:03:02.519> weaknesses<00:03:03.040> are.

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I<00:03:03.360> know<00:03:03.480> how<00:03:03.560> to<00:03:03.680> fill<00:03:03.880> them<00:03:04.080> with<00:03:04.200> people<00:03:04.640> and<00:03:04.760> talent.<00:03:05.800> And<00:03:05.959> if<00:03:06.080> I<00:03:06.120> don't<00:03:06.320> start<00:03:06.519> a<00:03:06.560> business<00:03:06.959> right<00:03:07.120> now,<00:03:07.640> I<00:03:07.720> have<00:03:07.840> a<00:03:07.880> six-month-old<00:03:08.680> five-month-old<00:03:09.280> at<00:03:09.360> the<00:03:09.440> time.

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I<00:03:10.040> had<00:03:10.160> a<00:03:10.200> brand<00:03:10.400> new<00:03:10.519> mortgage.<00:03:11.120> And<00:03:11.200> I<00:03:11.239> said,<00:03:11.400> "If<00:03:11.480> I<00:03:11.560> don't<00:03:11.800> start<00:03:12.000> a<00:03:12.040> business<00:03:12.360> right<00:03:12.480> now,<00:03:12.640> I'm<00:03:12.800> never<00:03:13.080> going<00:03:13.200> to<00:03:13.280> do<00:03:13.440> it.

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So<00:03:14.800> I<00:03:14.959> got<00:03:15.120> to<00:03:15.160> go<00:03:15.320> for<00:03:15.480> it<00:03:15.560> right<00:03:15.720> now."

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In<00:03:16.239> 2018<00:03:17.160> I<00:03:17.239> left<00:03:17.519> and<00:03:17.600> started<00:03:17.840> working<00:03:18.120> on<00:03:18.239> what's<00:03:18.480> now<00:03:19.560> um<00:03:19.640> Brunt<00:03:19.880> Workwear<00:03:20.280> and<00:03:21.200> uh<00:03:21.800> the<00:03:21.880> guys<00:03:22.160> that<00:03:22.280> I<00:03:22.360> grew<00:03:22.480> up<00:03:22.600> with<00:03:23.680> from<00:03:23.959> childhood,<00:03:24.440> from

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literally<00:03:25.000> from<00:03:25.160> nursery<00:03:25.440> school,<00:03:25.640> were<00:03:25.720> the<00:03:25.800> guys<00:03:26.000> that<00:03:26.120> gave<00:03:26.280> me<00:03:26.360> the<00:03:26.480> idea<00:03:26.800> when<00:03:26.959> I<00:03:27.000> was<00:03:27.239> working<00:03:27.560> on<00:03:27.680> some<00:03:27.840> of<00:03:27.920> those<00:03:28.040> other<00:03:28.200> businesses<00:03:28.720> and<00:03:28.800> I<00:03:28.880> finally<00:03:29.440> finally

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brought<00:03:29.880> it<00:03:29.959> to<00:03:30.040> fruition<00:03:30.800> three<00:03:30.959> years<00:03:31.200> after<00:03:31.480> they<00:03:31.560> gave<00:03:31.720> me<00:03:31.800> the<00:03:31.880> idea.

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Yeah,<00:03:33.320> how<00:03:33.480> did<00:03:33.720> you<00:03:33.959> realize<00:03:34.440> that<00:03:34.920> this<00:03:35.519> was<00:03:35.800> needed,<00:03:36.720> you<00:03:36.800> know,<00:03:37.040> a<00:03:37.160> brand<00:03:37.480> like<00:03:37.640> this<00:03:37.959> for<00:03:38.120> people<00:03:38.440> who<00:03:38.560> worked<00:03:38.800> in<00:03:38.880> the<00:03:38.959> trades<00:03:39.519> was<00:03:39.760> needed?

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So,<00:03:41.392> [snorts]<00:03:42.519> I<00:03:42.600> didn't<00:03:42.880> realize<00:03:43.239> it<00:03:43.320> at<00:03:43.440> the<00:03:43.560> time.

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Now<00:03:44.760> it's<00:03:44.959> one<00:03:45.080> of<00:03:45.160> those<00:03:45.320> dots<00:03:45.600> that<00:03:45.720> connects<00:03:46.360> connects<00:03:46.680> backwards,<00:03:47.200> but<00:03:47.640> what<00:03:47.880> my<00:03:48.040> buddies<00:03:48.360> had<00:03:48.519> said<00:03:48.680> to<00:03:48.760> me,<00:03:48.920> we<00:03:49.000> were<00:03:49.120> sitting<00:03:49.440> on<00:03:49.519> a<00:03:49.560> dock<00:03:50.040> at<00:03:50.160> my<00:03:50.440> at<00:03:50.519> my<00:03:50.680> bachelor

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party<00:03:51.280> actually<00:03:51.680> 15,<00:03:52.200> cuz<00:03:52.360> I<00:03:52.600> I<00:03:52.680> left<00:03:52.920> in<00:03:53.000> '18.

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And<00:03:55.080> they<00:03:55.200> said,<00:03:55.360> "You're<00:03:55.440> doing<00:03:55.600> all<00:03:55.720> this<00:03:55.840> stuff<00:03:56.000> in<00:03:56.120> fashion.

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Why<00:03:56.600> don't<00:03:56.760> you<00:03:56.840> start<00:03:57.080> a<00:03:57.120> brand<00:03:57.520> for<00:03:57.760> us?"<00:03:58.360> And<00:03:59.440> I<00:03:59.480> said,<00:03:59.640> "Well,<00:03:59.800> what<00:03:59.920> is<00:04:00.000> that,<00:04:00.160> you<00:04:00.240> know?"

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"Yeah,<00:04:00.840> you<00:04:00.960> guys<00:04:01.240> like,<00:04:01.560> you<00:04:01.640> know,<00:04:01.760> trucks.<00:04:03.240> Um<00:04:03.360> you<00:04:03.480> like<00:04:03.760> knives,<00:04:04.520> you<00:04:04.600> know."

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And<00:04:06.200> they<00:04:06.320> were<00:04:06.400> like,<00:04:06.600> you<00:04:06.680> know,<00:04:06.800> we<00:04:06.920> wear<00:04:07.440> we<00:04:07.560> wear<00:04:07.720> the<00:04:07.800> same<00:04:08.080> work<00:04:08.280> boots<00:04:08.720> that<00:04:09.000> our<00:04:09.120> dads<00:04:09.560> wore,<00:04:09.920> that<00:04:10.040> grandfathers<00:04:10.520> wore.

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We<00:04:10.800> shouldn't<00:04:11.120> wear<00:04:11.200> same<00:04:11.400> work<00:04:11.600> boots<00:04:12.120> that<00:04:12.280> we've<00:04:12.440> all<00:04:12.600> worn<00:04:12.800> our<00:04:12.880> whole<00:04:13.040> lives.

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And<00:04:13.680> they<00:04:13.760> said,<00:04:14.720> "They're<00:04:14.880> ha<00:04:15.160> You<00:04:15.280> know,<00:04:15.400> we<00:04:15.480> want<00:04:15.640> a<00:04:15.680> brand<00:04:15.959> for<00:04:16.160> us."

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And<00:04:17.400> it<00:04:17.519> didn't<00:04:17.760> register<00:04:18.160> with<00:04:18.280> that<00:04:18.480> media,<00:04:18.760> cuz<00:04:18.880> I<00:04:18.920> was<00:04:19.040> just<00:04:19.200> thinking<00:04:19.480> product.

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But<00:04:20.840> then<00:04:21.160> it<00:04:21.320> was<00:04:21.640> finally<00:04:21.959> when<00:04:22.080> I<00:04:22.160> left<00:04:22.360> in<00:04:22.440> '18<00:04:22.720> and<00:04:22.800> started<00:04:23.080> digging<00:04:23.480> in,<00:04:23.840> and<00:04:23.960> I<00:04:24.040> looked<00:04:24.320> at<00:04:24.480> all<00:04:24.720> these<00:04:25.120> legacy<00:04:25.560> brands<00:04:25.840> that<00:04:25.919> have<00:04:26.000> mostly<00:04:26.400> been<00:04:26.520> around<00:04:26.760> for<00:04:26.840> almost

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100<00:04:27.560> years,<00:04:27.840> believe<00:04:28.040> it<00:04:28.120> or<00:04:28.160> not.<00:04:28.400> They've<00:04:28.640> dominated<00:04:29.120> the<00:04:29.160> space.

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And<00:04:30.280> all<00:04:30.400> the<00:04:30.480> boot<00:04:30.680> boxes,<00:04:31.240> cuz<00:04:31.360> I<00:04:31.400> started<00:04:31.680> with<00:04:31.840> boots,<00:04:32.120> came<00:04:32.400> in,<00:04:32.520> and<00:04:32.640> they<00:04:32.720> all<00:04:32.880> had<00:04:33.120> like<00:04:33.320> 1889<00:04:34.240> and<00:04:34.360> 1909.

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And<00:04:36.520> I<00:04:36.560> said,<00:04:36.760> "Okay,<00:04:36.960> that's<00:04:37.280> the<00:04:37.720> That's<00:04:38.040> what<00:04:38.160> my<00:04:38.320> buddies<00:04:38.560> were<00:04:38.640> talking<00:04:39.040> about,<00:04:39.280> a<00:04:39.360> brand<00:04:39.800> that<00:04:40.640> that<00:04:40.960> stands<00:04:41.360> for<00:04:41.560> us,<00:04:41.760> which<00:04:41.919> is<00:04:42.040> those<00:04:42.320> brands<00:04:43.280> trade<00:04:43.560> on<00:04:43.680> heritage,

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which<00:04:45.120> means<00:04:45.440> they<00:04:45.640> only<00:04:45.880> talk<00:04:46.160> about<00:04:46.440> themselves.

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They<00:04:47.080> talk<00:04:47.280> about<00:04:47.440> what<00:04:47.560> they<00:04:47.680> did<00:04:47.919> 100<00:04:48.240> years<00:04:48.440> ago,<00:04:48.680> how<00:04:48.880> they<00:04:49.040> started,<00:04:49.520> how<00:04:49.640> they<00:04:49.760> made<00:04:50.080> stuff.

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We're<00:04:51.200> going<00:04:51.320> to<00:04:51.360> build<00:04:51.520> a<00:04:51.560> brand<00:04:51.800> that<00:04:51.960> looks<00:04:52.200> like<00:04:52.400> my<00:04:52.560> buddies<00:04:52.880> look,<00:04:53.160> talks<00:04:53.480> like<00:04:53.680> they<00:04:53.840> talk,<00:04:54.200> show<00:04:54.400> up<00:04:54.520> in<00:04:54.600> the<00:04:54.720> channels<00:04:55.160> that<00:04:55.320> they<00:04:55.480> spend<00:04:55.720> their<00:04:55.840> time<00:04:56.200> on,<00:04:56.600> and

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and<00:04:57.000> the<00:04:57.480> and<00:04:57.680> so<00:04:57.840> on<00:04:57.960> and<00:04:58.040> so<00:04:58.160> forth.<00:04:58.600> And<00:04:58.720> that's<00:04:58.960> going<00:04:59.080> to<00:04:59.160> be<00:04:59.280> the<00:04:59.360> difference.

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Very<00:05:00.720> hard<00:05:01.240> to<00:05:01.800> convince<00:05:02.200> people<00:05:02.520> that<00:05:02.680> that's<00:05:02.880> going<00:05:03.000> to<00:05:03.080> work,<00:05:03.640> that<00:05:03.800> you're<00:05:03.919> going<00:05:04.040> to<00:05:04.120> build<00:05:04.280> a<00:05:04.360> brand<00:05:04.640> that's<00:05:04.800> going<00:05:04.919> to<00:05:04.960> break<00:05:05.200> through,<00:05:05.520> but<00:05:06.200> that<00:05:06.360> was<00:05:06.520> my<00:05:06.640> thesis,

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and<00:05:07.200> I<00:05:07.440> I<00:05:07.520> believed<00:05:07.880> in<00:05:07.960> it<00:05:08.240> wholeheartedly,<00:05:09.080> and<00:05:10.080> was<00:05:10.280> able<00:05:10.480> to<00:05:10.560> convince<00:05:11.000> people<00:05:11.360> barely<00:05:11.919> at<00:05:12.040> times<00:05:13.080> uh<00:05:13.160> to<00:05:13.440> to<00:05:13.560> either<00:05:13.760> join<00:05:13.960> the<00:05:14.040> company<00:05:14.440> and<00:05:14.560> work<00:05:14.760> with<00:05:14.919> us,<00:05:15.080> or

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even<00:05:15.400> investors<00:05:15.880> to<00:05:15.960> support<00:05:16.360> us,<00:05:16.520> and<00:05:17.400> was<00:05:17.600> able<00:05:17.840> to<00:05:17.960> just<00:05:18.160> prove<00:05:18.400> it<00:05:18.919> day<00:05:19.200> by<00:05:19.400> day,<00:05:19.760> step<00:05:20.040> by<00:05:20.200> step,<00:05:20.800> week<00:05:21.000> by<00:05:21.160> week,<00:05:21.480> month<00:05:21.680> by<00:05:21.840> month,<00:05:22.320> and<00:05:22.440> then<00:05:22.600> eventually<00:05:23.200> this

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that<00:05:23.680> snowball<00:05:24.080> kind<00:05:24.280> of<00:05:24.360> built,<00:05:24.680> and<00:05:25.960> here<00:05:26.120> we<00:05:26.280> are<00:05:26.400> today,<00:05:26.720> and<00:05:27.080> and<00:05:27.360> it's,<00:05:27.800> you<00:05:27.880> know,<00:05:27.960> the<00:05:28.080> brand<00:05:28.400> is<00:05:28.760> is<00:05:29.080> is<00:05:29.200> growing<00:05:29.520> at<00:05:29.640> an<00:05:29.720> incredible<00:05:30.680> pace,<00:05:31.040> and<00:05:31.120> the<00:05:31.200> recognition,

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the<00:05:31.919> authenticity<00:05:32.600> is<00:05:33.280> one<00:05:33.440> of<00:05:33.560> our,<00:05:33.919> you<00:05:34.000> know,<00:05:34.120> strongest<00:05:34.560> assets,<00:05:34.960> besides<00:05:35.280> our<00:05:35.360> people.

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Well,<00:05:36.680> in<00:05:36.760> 2018,<00:05:37.480> you<00:05:37.560> must<00:05:37.800> have<00:05:37.880> been<00:05:38.080> thinking<00:05:38.480> like<00:05:39.040> uh<00:05:39.200> and<00:05:39.400> I<00:05:39.480> bet<00:05:39.640> a<00:05:39.680> lot<00:05:39.840> of<00:05:39.919> people<00:05:40.160> were<00:05:40.240> thinking<00:05:40.520> like<00:05:40.720> like<00:05:41.120> uh<00:05:41.320> trade<00:05:42.080> a<00:05:42.200> brand<00:05:42.520> for<00:05:42.600> the<00:05:42.720> tradespeople.

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What<00:05:43.480> are<00:05:43.520> you<00:05:43.600> talking<00:05:43.960> about?<00:05:44.680> And<00:05:44.919> now,<00:05:45.520> in<00:05:45.680> 2026,<00:05:46.520> like<00:05:46.720> those<00:05:46.919> are<00:05:47.000> going<00:05:47.120> to<00:05:47.160> be<00:05:47.240> the<00:05:47.360> only<00:05:47.600> jobs<00:05:48.000> that<00:05:48.360> are<00:05:48.480> still<00:05:48.720> around.

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Nobody's<00:05:49.320> going<00:05:49.440> to<00:05:49.480> be<00:05:49.520> wearing<00:05:49.760> what<00:05:49.880> I'm<00:05:50.000> wearing<00:05:50.240> right<00:05:50.400> now,<00:05:50.600> you<00:05:50.720> know?

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Like<00:05:51.040> it's<00:05:51.600> it's<00:05:51.840> going<00:05:52.000> to<00:05:52.120> be<00:05:52.680> like<00:05:52.960> this<00:05:53.360> is.

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And<00:05:54.000> so,<00:05:54.160> you<00:05:54.400> really<00:05:54.720> like<00:05:55.560> uh<00:05:55.640> started<00:05:56.040> something<00:05:56.440> that<00:05:56.640> I<00:05:56.720> think<00:05:56.960> is<00:05:57.480> going<00:05:57.760> to<00:05:57.880> be<00:05:59.200> um<00:05:59.400> you<00:05:59.520> know,<00:05:59.720> growing.

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It<00:06:00.520> seems<00:06:00.760> like<00:06:00.880> trade<00:06:01.240> school<00:06:01.880> enrollment<00:06:02.400> is<00:06:02.880> is<00:06:03.080> growing.

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Like<00:06:03.640> all<00:06:03.800> of<00:06:03.920> this<00:06:04.040> type<00:06:04.240> of<00:06:04.320> stuff<00:06:04.440> is<00:06:04.520> going.<00:06:04.920> Did<00:06:05.080> you<00:06:05.160> have<00:06:05.280> any<00:06:05.440> sense<00:06:05.840> for<00:06:05.960> that<00:06:06.160> back<00:06:06.400> then?

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I<00:06:08.440> wish,<00:06:09.000> right?<00:06:09.320> I<00:06:09.400> could<00:06:09.560> say<00:06:09.840> people<00:06:10.080> would<00:06:10.200> say,<00:06:10.600> "Wow,<00:06:10.840> you're<00:06:11.000> a<00:06:11.040> genius.

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You<00:06:11.560> predicted<00:06:12.040> what<00:06:12.160> was<00:06:12.280> going<00:06:12.400> to<00:06:12.480> happen<00:06:12.800> 6<00:06:13.040> years<00:06:13.240> down<00:06:13.440> the<00:06:13.520> road."

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To<00:06:13.880> be<00:06:14.160> you<00:06:14.280> know,<00:06:14.440> to<00:06:14.560> be<00:06:14.680> honest,<00:06:15.080> I<00:06:15.120> I<00:06:15.360> I<00:06:15.400> didn't<00:06:16.280> honestly<00:06:16.760> all<00:06:17.080> I<00:06:17.160> knew<00:06:17.400> at<00:06:17.520> the<00:06:17.600> time<00:06:18.280> was<00:06:20.520> I<00:06:20.680> knew<00:06:20.919> there<00:06:21.080> were<00:06:21.200> more<00:06:21.560> you<00:06:21.640> know,<00:06:21.760> I<00:06:21.840> was

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in<00:06:22.120> fashion.<00:06:22.720> I<00:06:22.800> was<00:06:22.960> in<00:06:23.080> beauty.<00:06:23.520> I<00:06:23.560> was<00:06:23.680> in<00:06:23.800> all<00:06:23.880> these<00:06:24.040> things.

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And<00:06:24.520> I<00:06:24.600> just<00:06:24.840> knew<00:06:25.320> I<00:06:25.360> didn't<00:06:25.520> have<00:06:25.640> access<00:06:25.960> to<00:06:26.080> data<00:06:26.360> like<00:06:26.560> I<00:06:26.600> do<00:06:26.760> now,<00:06:27.000> but<00:06:27.120> I<00:06:27.160> just<00:06:27.400> knew<00:06:27.560> there<00:06:27.680> were<00:06:27.840> more<00:06:28.040> people<00:06:28.440> that<00:06:28.640> looked<00:06:28.880> like<00:06:29.080> my<00:06:29.200> buddies<00:06:29.560> from<00:06:29.760> home,<00:06:30.520> blue-collar

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jobs<00:06:31.640> with<00:06:31.880> families.<00:06:33.320> There<00:06:33.400> was<00:06:33.520> just<00:06:33.720> more<00:06:33.960> of<00:06:34.160> people<00:06:34.600> like<00:06:34.840> that<00:06:35.200> than<00:06:35.360> there<00:06:35.520> were<00:06:35.800> that<00:06:35.960> I<00:06:36.080> was<00:06:36.240> going<00:06:36.520> after<00:06:36.760> in<00:06:36.840> these<00:06:37.000> fashion<00:06:37.360> businesses.

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And<00:06:38.400> now<00:06:38.640> that,<00:06:38.960> you<00:06:39.040> know,<00:06:39.200> I've<00:06:39.320> got<00:06:39.520> my<00:06:39.640> hands<00:06:39.960> on<00:06:40.080> data<00:06:40.360> and<00:06:40.480> market<00:06:40.720> data<00:06:40.919> and<00:06:41.000> all<00:06:41.080> that<00:06:41.280> stuff,<00:06:41.919> it's<00:06:43.720> it's<00:06:44.040> the<00:06:44.160> backbone<00:06:44.600> of<00:06:44.680> the<00:06:44.760> country.

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It's<00:06:45.480> what<00:06:45.600> keeps<00:06:45.960> the<00:06:46.240> the<00:06:46.440> roads<00:06:46.800> paved,<00:06:47.280> the<00:06:47.400> lights<00:06:47.840> on,<00:06:48.080> the<00:06:48.200> water<00:06:48.520> running<00:06:48.760> in<00:06:48.840> our<00:06:48.960> houses,<00:06:49.520> in<00:06:49.600> our<00:06:49.800> offices.

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It's<00:06:50.560> how<00:06:50.760> it's<00:06:51.040> everything.<00:06:51.960> Country<00:06:52.440> doesn't<00:06:52.800> function<00:06:53.200> without<00:06:53.600> this<00:06:54.720> group<00:06:55.040> of<00:06:55.160> kind<00:06:55.320> of<00:06:55.440> blue-collar<00:06:56.040> trades<00:06:56.400> people.

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And<00:06:57.560> one,<00:06:57.720> it<00:06:57.880> is<00:06:58.160> it<00:06:58.320> is<00:06:58.640> is<00:06:58.840> massive.

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It's<00:06:59.560> it's<00:06:59.880> you<00:06:59.960> know,<00:07:00.160> it's<00:07:00.560> 31<00:07:00.960> million<00:07:01.280> people.

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So,<00:07:01.840> it's<00:07:01.960> just<00:07:02.120> a<00:07:02.160> massive<00:07:02.520> amount<00:07:02.720> of<00:07:02.800> people.<00:07:03.880> But<00:07:04.080> two,<00:07:04.320> it's<00:07:04.480> incredibly<00:07:05.040> resilient.

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So,<00:07:05.919> when<00:07:06.120> there's<00:07:06.720> these<00:07:06.960> peaks<00:07:07.320> and<00:07:07.440> valleys<00:07:07.960> where<00:07:08.120> certain<00:07:08.480> markets<00:07:08.919> go<00:07:09.080> up<00:07:09.240> and<00:07:09.360> down<00:07:09.880> and<00:07:10.120> and<00:07:10.960> um<00:07:11.400> the<00:07:11.480> stock<00:07:11.760> market's<00:07:12.160> down<00:07:12.520> and<00:07:12.640> then<00:07:12.800> fashion<00:07:13.200> comes<00:07:13.440> down

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for<00:07:13.760> a<00:07:13.800> little<00:07:13.960> bit<00:07:14.120> of<00:07:14.200> period<00:07:14.480> of<00:07:14.520> time<00:07:15.040> or<00:07:15.320> when<00:07:15.480> things<00:07:15.800> spike<00:07:16.400> and<00:07:16.520> technology<00:07:17.040> spikes,<00:07:18.200> this<00:07:18.480> group<00:07:18.800> is<00:07:19.760> steady.

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The<00:07:20.560> growth<00:07:20.919> is<00:07:21.040> just<00:07:21.400> very,<00:07:21.760> very<00:07:22.080> consistent<00:07:22.680> because<00:07:23.040> at<00:07:23.160> the<00:07:23.320> end<00:07:23.480> of<00:07:23.520> the<00:07:23.600> day<00:07:23.840> you<00:07:24.000> need<00:07:24.200> your<00:07:24.360> work<00:07:24.600> boots<00:07:24.919> and<00:07:25.000> your<00:07:25.160> work<00:07:25.360> pants<00:07:25.760> and<00:07:25.840> your<00:07:25.919> work<00:07:26.080> sweatshirts

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to<00:07:26.840> do<00:07:27.360> the<00:07:27.520> job<00:07:28.120> that<00:07:28.240> keeps<00:07:28.480> the<00:07:28.560> country<00:07:28.880> running.

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And<00:07:29.840> in<00:07:29.919> the<00:07:30.000> worst<00:07:30.280> of<00:07:30.360> times,<00:07:30.760> that<00:07:30.880> doesn't<00:07:31.160> stop.<00:07:31.520> And<00:07:31.600> in<00:07:31.680> the<00:07:31.760> best<00:07:31.960> of<00:07:32.040> times,<00:07:32.320> that<00:07:32.440> doesn't<00:07:32.680> stop.

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And<00:07:33.120> so,<00:07:33.240> it's<00:07:33.320> just<00:07:33.480> a<00:07:33.560> really<00:07:33.960> resilient<00:07:34.520> group<00:07:34.720> of<00:07:34.800> people<00:07:35.120> that<00:07:35.840> um<00:07:37.040> that<00:07:37.280> that<00:07:37.440> was<00:07:37.600> really<00:07:37.840> all<00:07:38.000> I<00:07:38.080> knew.

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And<00:07:38.880> so,<00:07:39.600> you<00:07:39.680> know,<00:07:39.800> fast<00:07:40.080> forward<00:07:40.320> to<00:07:40.400> where<00:07:40.560> we<00:07:40.720> are<00:07:40.800> now<00:07:41.080> with<00:07:41.240> all<00:07:41.360> these<00:07:41.600> tail<00:07:41.960> winds<00:07:42.400> of<00:07:42.800> you<00:07:42.920> know<00:07:43.200> AI<00:07:43.800> disrupting<00:07:44.800> you<00:07:44.920> know<00:07:45.080> entry-level<00:07:46.000> jobs<00:07:46.320> coming<00:07:46.560> out

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of<00:07:46.760> college<00:07:47.240> but<00:07:47.360> now<00:07:48.360> trade<00:07:48.640> specific<00:07:49.040> jobs<00:07:49.440> are<00:07:49.560> like<00:07:49.760> where<00:07:49.880> people<00:07:50.120> are<00:07:50.240> looking<00:07:50.560> at<00:07:50.800> and<00:07:50.920> can<00:07:51.080> make<00:07:51.440> you<00:07:51.520> know<00:07:51.960> incredible<00:07:52.720> lives<00:07:53.080> for<00:07:53.200> themselves<00:07:54.040> and<00:07:54.240> the<00:07:54.720> enrollment

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in<00:07:55.320> trade<00:07:55.600> schools<00:07:56.040> is<00:07:56.160> up<00:07:56.320> 20%.<00:07:57.800> That's<00:07:58.000> like<00:07:58.160> the<00:07:58.240> perfect<00:07:58.520> storm<00:07:59.200> and<00:08:00.000> I<00:08:00.080> wish<00:08:00.360> I<00:08:00.440> could<00:08:00.600> say<00:08:00.800> we<00:08:01.040> we<00:08:01.160> saw<00:08:01.400> that<00:08:01.600> coming<00:08:01.960> but<00:08:02.200> there's<00:08:02.600> I<00:08:02.720> have<00:08:02.880> a<00:08:02.960> saying<00:08:03.360> where

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uh<00:08:04.800> you<00:08:04.840> can<00:08:04.960> be<00:08:05.080> lucker<00:08:05.760> or<00:08:05.920> you<00:08:06.040> can<00:08:06.160> be<00:08:06.280> good<00:08:07.000> and<00:08:07.800> at<00:08:08.040> Brunt<00:08:08.840> I<00:08:08.920> try<00:08:09.120> to<00:08:09.200> be<00:08:09.320> both.

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We<00:08:09.840> try<00:08:10.000> to<00:08:10.080> be<00:08:10.320> good<00:08:10.680> at<00:08:10.800> what<00:08:10.960> we<00:08:11.080> do<00:08:11.320> but<00:08:11.440> we<00:08:11.560> also<00:08:12.360> we're<00:08:12.560> happy<00:08:12.919> to<00:08:13.200> get<00:08:13.360> the<00:08:13.440> luck<00:08:13.640> along<00:08:13.880> the<00:08:14.000> way.

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How<00:08:15.200> are<00:08:15.360> you<00:08:15.600> using<00:08:16.040> AI<00:08:16.400> internally?<00:08:17.000> Are<00:08:17.160> you<00:08:17.320> using<00:08:17.640> it<00:08:17.760> a<00:08:17.800> lot?

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Are<00:08:18.200> you<00:08:18.320> thinking<00:08:18.600> about<00:08:18.840> it?<00:08:19.680> We<00:08:20.120> are<00:08:20.840> our<00:08:21.080> organization<00:08:21.840> is<00:08:22.320> an<00:08:22.680> incredibly<00:08:24.800> uh<00:08:25.520> AI<00:08:26.080> interested

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not<00:08:27.320> only<00:08:27.520> interested<00:08:28.000> but<00:08:28.360> AI<00:08:28.919> adaptive<00:08:29.560> group.

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Um<00:08:30.280> so<00:08:30.440> much<00:08:30.680> so<00:08:30.800> we're<00:08:30.919> trying<00:08:31.160> to<00:08:31.240> figure<00:08:31.440> out<00:08:31.520> to<00:08:31.640> make<00:08:31.800> sure<00:08:31.960> how<00:08:32.159> are<00:08:32.240> we<00:08:32.360> controlling<00:08:32.880> it<00:08:33.039> in<00:08:33.120> some<00:08:33.280> degree.

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We<00:08:33.640> don't<00:08:33.760> want<00:08:33.880> to<00:08:33.919> control<00:08:34.320> the<00:08:34.479> entrepreneurial<00:08:35.120> side<00:08:35.320> of<00:08:35.440> the<00:08:35.520> curiosity<00:08:36.000> side<00:08:36.200> of<00:08:36.280> it<00:08:36.400> but<00:08:37.159> it<00:08:37.240> can<00:08:37.560> it<00:08:37.680> can<00:08:38.440> uh<00:08:39.400> there's<00:08:39.560> some<00:08:39.760> some<00:08:40.000> risk<00:08:40.280> to<00:08:40.440> it<00:08:40.640> at<00:08:40.800> some<00:08:40.960> scale

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but<00:08:41.440> we<00:08:41.599> are<00:08:41.719> using<00:08:42.080> it.<00:08:42.400> You<00:08:42.919> If<00:08:43.080> you<00:08:43.200> name<00:08:43.400> a<00:08:43.440> part<00:08:43.640> of<00:08:43.719> the<00:08:43.760> business<00:08:44.200> I<00:08:44.280> can<00:08:44.400> tell<00:08:44.560> you<00:08:44.640> exactly<00:08:45.040> how<00:08:45.200> they're<00:08:45.360> using<00:08:45.720> it.

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I<00:08:46.000> use<00:08:46.200> it<00:08:46.320> every<00:08:46.520> single<00:08:46.760> day.<00:08:47.120> I'm<00:08:47.280> in<00:08:47.440> Gemini<00:08:48.040> and<00:08:48.200> Claude<00:08:48.920> and<00:08:50.080> it<00:08:50.240> is<00:08:50.400> for<00:08:50.520> me<00:08:50.720> personally<00:08:51.280> it's<00:08:51.760> it's<00:08:52.600> uh<00:08:52.720> it's<00:08:52.880> made<00:08:53.040> me<00:08:53.120> more<00:08:53.320> efficient,<00:08:54.040> right?

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It<00:08:54.320> just<00:08:54.560> it<00:08:54.720> doesn't<00:08:55.240> If<00:08:55.400> you<00:08:55.480> lean<00:08:55.680> on<00:08:55.800> it<00:08:55.880> to<00:08:56.000> do<00:08:56.160> the<00:08:56.280> actual<00:08:56.680> work<00:08:56.960> you're<00:08:57.080> going<00:08:57.200> to<00:08:57.240> end<00:08:57.360> up<00:08:57.440> in<00:08:57.520> a<00:08:57.560> pretty<00:08:57.800> bad<00:08:58.120> spot.

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You<00:08:59.120> have<00:08:59.240> to<00:08:59.400> use<00:08:59.640> it<00:08:59.760> to<00:08:59.920> expedite<00:09:00.560> the<00:09:00.640> work<00:09:00.880> that<00:09:01.000> you're<00:09:01.120> doing.

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Things<00:09:01.600> that<00:09:01.720> used<00:09:01.880> to<00:09:01.960> take<00:09:02.200> me<00:09:02.440> weeks<00:09:02.920> and<00:09:03.120> months<00:09:03.560> and<00:09:04.400> I<00:09:04.480> can<00:09:04.640> now<00:09:04.800> compress<00:09:05.280> into<00:09:05.520> a<00:09:05.600> few<00:09:05.839> short<00:09:06.240> short<00:09:06.520> hours<00:09:06.880> as<00:09:07.040> I<00:09:07.080> think<00:09:07.320> about<00:09:07.600> our<00:09:07.720> product<00:09:08.120> teams.

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Our<00:09:08.440> product<00:09:08.760> teams<00:09:08.960> used<00:09:09.120> to<00:09:09.200> have<00:09:09.360> to<00:09:09.480> make<00:09:10.040> full-blown<00:09:10.520> physical<00:09:10.920> samples<00:09:11.360> in<00:09:11.480> different<00:09:11.760> colorways<00:09:12.240> of<00:09:12.360> products<00:09:12.760> a<00:09:12.800> boot.

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Now<00:09:14.440> we<00:09:14.600> literally<00:09:15.000> in<00:09:15.080> about<00:09:15.320> 2<00:09:15.480> minutes<00:09:15.960> we<00:09:16.080> can<00:09:16.200> say<00:09:16.360> we<00:09:16.520> want<00:09:16.680> to<00:09:16.760> see<00:09:16.880> this<00:09:17.120> leather<00:09:17.520> on<00:09:17.600> the<00:09:17.760> upper<00:09:18.200> and<00:09:18.360> we<00:09:18.480> want<00:09:18.640> it<00:09:18.720> shiny<00:09:19.120> and<00:09:19.200> we<00:09:19.320> want<00:09:19.480> this<00:09:19.600> color<00:09:19.800> sole<00:09:20.000> and

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we<00:09:20.360> get<00:09:20.560> a<00:09:21.240> 3D<00:09:21.600> rendering<00:09:22.160> of<00:09:22.280> a<00:09:22.320> product<00:09:22.720> that<00:09:22.839> looks<00:09:23.120> as<00:09:23.280> real<00:09:23.440> life<00:09:23.680> as<00:09:23.800> imaginable.

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It<00:09:24.320> saves<00:09:24.680> weeks<00:09:25.240> and<00:09:25.920> time<00:09:26.480> and<00:09:26.600> transportation<00:09:28.160> to

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to<00:09:30.920> our<00:09:31.040> operations<00:09:31.560> team<00:09:31.800> which<00:09:31.920> is<00:09:32.040> using<00:09:32.360> it<00:09:32.440> to<00:09:32.560> optimize<00:09:33.200> how<00:09:33.560> containers<00:09:34.160> are<00:09:34.240> packed<00:09:34.600> and<00:09:34.720> saving<00:09:35.080> like<00:09:35.720> we<00:09:35.800> have<00:09:35.920> the<00:09:36.040> software<00:09:36.520> that<00:09:36.720> automates<00:09:37.200> how<00:09:37.360> to<00:09:37.560> pack

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a<00:09:37.960> container<00:09:38.480> and<00:09:38.640> save<00:09:39.280> uh<00:09:39.360> space<00:09:39.680> in<00:09:39.760> the<00:09:39.800> shipping<00:09:40.120> container.

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That<00:09:40.680> saved<00:09:41.640> millions<00:09:41.960> of<00:09:42.040> dollars.

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Like,<00:09:42.960> any<00:09:43.200> aspect<00:09:43.600> of<00:09:43.680> our<00:09:43.760> business,<00:09:44.120> we<00:09:44.240> have<00:09:44.400> a<00:09:45.200> the<00:09:45.240> way<00:09:45.320> I<00:09:45.360> think<00:09:45.520> about<00:09:45.680> it<00:09:45.760> is<00:09:45.800> we<00:09:45.920> kind<00:09:46.080> of<00:09:46.120> have<00:09:46.280> a<00:09:46.320> power<00:09:46.720> user<00:09:47.040> in<00:09:47.200> that<00:09:47.440> team<00:09:47.800> that's<00:09:48.080> naturally<00:09:48.640> selected<00:09:49.040> themselves

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cuz<00:09:50.120> we<00:09:50.240> have<00:09:50.320> a<00:09:50.400> pretty<00:09:50.680> entrepreneurial<00:09:51.320> environment<00:09:51.760> here.

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And<00:09:53.480> it<00:09:53.640> is<00:09:55.040> changing<00:09:55.600> the<00:09:55.720> way<00:09:56.160> company,<00:09:57.080> you<00:09:57.160> know,<00:09:57.720> it<00:09:57.840> would<00:09:57.920> change<00:09:58.120> the<00:09:58.200> way<00:09:58.320> I<00:09:58.400> built<00:09:58.680> Brunt<00:09:58.920> today<00:09:59.120> if<00:09:59.280> I<00:09:59.360> started<00:09:59.720> today<00:10:00.400> catastrophically.

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Yeah.<00:10:01.720> It's<00:10:01.800> a<00:10:01.840> game<00:10:01.920> changer.<00:10:03.240> What<00:10:03.720> goes<00:10:04.080> into<00:10:04.560> building<00:10:05.080> a<00:10:05.160> brand?

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I<00:10:05.880> think<00:10:06.160> you<00:10:06.520> are<00:10:06.680> uniquely<00:10:07.320> qualified<00:10:07.960> to<00:10:08.040> kind<00:10:08.240> of<00:10:08.840> tell<00:10:09.080> founders<00:10:09.600> and<00:10:09.720> other<00:10:09.880> CEOs<00:10:10.400> like<00:10:10.600> what<00:10:10.760> it<00:10:10.880> means<00:10:11.200> to<00:10:11.280> build<00:10:11.560> a<00:10:11.600> brand.

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Yeah,<00:10:13.160> so<00:10:15.080> it's<00:10:15.200> funny.

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I<00:10:15.520> I<00:10:15.920> I<00:10:15.960> think<00:10:16.160> about<00:10:16.360> this<00:10:16.520> a<00:10:16.600> lot.<00:10:17.080> There's<00:10:17.960> People<00:10:18.320> confuse<00:10:18.840> it<00:10:19.240> There's<00:10:19.480> a<00:10:19.800> confusion<00:10:20.320> around<00:10:20.640> brand<00:10:21.280> in<00:10:21.440> a<00:10:21.480> few<00:10:21.720> different<00:10:22.040> ways.

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It's<00:10:22.680> usually<00:10:23.200> brand<00:10:23.480> and<00:10:23.560> marketing<00:10:24.000> get<00:10:24.160> confused<00:10:24.640> for<00:10:24.760> each<00:10:24.960> other,<00:10:25.400> but<00:10:25.520> also<00:10:27.200> but<00:10:27.280> also<00:10:27.600> more<00:10:27.840> recently<00:10:28.240> I've<00:10:28.360> been<00:10:28.520> taking<00:10:28.840> a<00:10:28.880> step<00:10:29.040> back.

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A<00:10:29.280> lot<00:10:29.440> of<00:10:29.520> people<00:10:29.760> also<00:10:30.840> confuse<00:10:31.360> product<00:10:32.080> with<00:10:32.280> brand<00:10:33.200> a<00:10:33.280> lot<00:10:33.560> as<00:10:33.720> well<00:10:34.040> because<00:10:34.320> if<00:10:34.440> you<00:10:34.520> think<00:10:34.720> about<00:10:34.960> a<00:10:35.000> lot<00:10:35.160> of<00:10:35.240> founders,<00:10:35.600> they<00:10:35.720> usually<00:10:36.080> start<00:10:36.320> a<00:10:36.360> company<00:10:36.680> based

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on<00:10:37.040> a<00:10:37.160> I<00:10:37.280> got<00:10:37.520> an<00:10:37.640> idea<00:10:37.960> for<00:10:38.080> a<00:10:38.160> product<00:10:38.720> and<00:10:38.800> it<00:10:38.880> doesn't<00:10:39.120> exist<00:10:39.400> in<00:10:39.440> the<00:10:39.520> market.

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And<00:10:40.920> we<00:10:41.040> came<00:10:41.280> into<00:10:41.520> the<00:10:41.600> most<00:10:41.800> crowded<00:10:42.160> industry<00:10:42.600> possible.

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It's<00:10:43.280> been<00:10:43.440> around<00:10:43.720> for<00:10:43.800> 100<00:10:44.160> years.<00:10:44.520> Every<00:10:44.760> product<00:10:45.120> at<00:10:45.240> every<00:10:45.440> price<00:10:45.720> point<00:10:45.960> exists.

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Every<00:10:46.600> technology.<00:10:48.280> And<00:10:48.680> that<00:10:48.760> was<00:10:48.839> my<00:10:48.960> whole<00:10:49.120> thesis<00:10:49.480> was<00:10:49.640> a<00:10:49.680> brand<00:10:50.000> brand<00:10:50.280> is<00:10:50.400> going<00:10:50.520> to<00:10:50.600> That<00:10:50.720> was<00:10:50.839> why<00:10:50.920> it<00:10:51.000> was<00:10:51.080> very<00:10:51.240> hard<00:10:51.560> for<00:10:51.760> people<00:10:52.080> to<00:10:52.160> believe<00:10:52.760> what<00:10:52.920> we<00:10:53.080> were

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going<00:10:53.360> to<00:10:53.440> do.<00:10:54.520> And<00:10:54.800> to<00:10:54.880> me<00:10:55.000> it<00:10:55.120> was<00:10:55.280> the<00:10:56.160> it<00:10:56.200> was<00:10:56.400> the<00:10:56.480> most<00:10:56.760> obvious<00:10:57.160> answer.

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And<00:10:57.760> so<00:10:57.920> as<00:10:58.080> I<00:10:58.160> think<00:10:58.360> about<00:10:58.600> brand,<00:10:58.880> brand<00:10:59.320> is<00:11:01.480> what<00:11:01.760> you<00:11:01.920> are<00:11:02.120> as<00:11:02.240> a<00:11:02.280> company,<00:11:03.080> what<00:11:03.560> how<00:11:03.800> how<00:11:04.000> your<00:11:04.160> brand<00:11:04.360> makes<00:11:04.520> people<00:11:04.839> feel,<00:11:05.600> what

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do<00:11:05.839> they<00:11:05.960> tell<00:11:06.280> someone<00:11:06.600> else<00:11:06.800> about<00:11:07.080> your<00:11:07.160> brand<00:11:07.400> when<00:11:07.520> you're<00:11:07.640> not<00:11:07.839> in<00:11:07.920> the<00:11:08.000> room.

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It's<00:11:08.839> it's<00:11:09.360> how<00:11:09.480> you<00:11:09.640> look,<00:11:09.880> how<00:11:10.000> you<00:11:10.120> feel,<00:11:10.400> how<00:11:10.520> you<00:11:10.680> act,<00:11:10.920> how<00:11:11.000> you<00:11:11.120> show<00:11:11.400> up.

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Marketing<00:11:12.839> is<00:11:13.040> then<00:11:13.200> how<00:11:13.360> you<00:11:13.600> amplify<00:11:14.080> that<00:11:14.320> message.

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But<00:11:15.600> marketing,<00:11:16.240> there<00:11:16.400> can<00:11:16.520> be<00:11:16.640> great<00:11:16.839> marketers.

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If<00:11:17.320> you<00:11:17.360> have<00:11:17.480> a<00:11:17.640> If<00:11:17.800> you<00:11:17.880> have<00:11:18.000> a<00:11:18.680> mediocre<00:11:19.240> brand,<00:11:19.600> but<00:11:19.760> you're<00:11:19.920> really<00:11:20.160> good<00:11:20.280> at<00:11:20.400> amplifying<00:11:20.920> it,<00:11:21.000> it's<00:11:21.120> not<00:11:21.280> going<00:11:21.400> to<00:11:21.480> stick.

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It's<00:11:21.839> not<00:11:21.960> going<00:11:22.080> to<00:11:22.160> resonate.<00:11:23.480> If<00:11:23.640> you<00:11:23.760> have<00:11:23.880> a<00:11:23.920> great<00:11:24.280> brand<00:11:24.600> and<00:11:24.720> mediocre<00:11:25.200> marketing,<00:11:26.440> that's<00:11:26.640> tough<00:11:26.880> because<00:11:27.160> not<00:11:27.320> a<00:11:27.360> lot<00:11:27.520> of<00:11:27.600> people<00:11:27.800> are<00:11:27.880> going<00:11:28.000> to<00:11:28.080> know<00:11:28.240> about

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it,<00:11:28.520> but<00:11:28.640> the<00:11:28.680> people<00:11:28.880> that<00:11:29.040> do<00:11:29.160> are<00:11:29.240> going<00:11:29.360> to<00:11:29.400> absolutely<00:11:29.680> love<00:11:29.880> it.<00:11:30.080> And<00:11:30.200> then<00:11:30.320> you<00:11:30.360> got<00:11:30.480> a<00:11:30.520> chance<00:11:30.839> of<00:11:31.040> of<00:11:31.160> it<00:11:31.240> going<00:11:31.520> viral.

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So,<00:11:32.240> you<00:11:32.400> have<00:11:32.680> to<00:11:32.800> have<00:11:33.840> a<00:11:33.960> really,<00:11:34.400> really<00:11:34.680> strong<00:11:35.120> brand<00:11:35.840> and<00:11:37.320> and<00:11:37.440> that's<00:11:37.680> very<00:11:37.920> hard<00:11:38.120> for<00:11:38.200> people<00:11:38.440> to<00:11:38.960> grasp<00:11:39.320> their<00:11:39.440> head<00:11:39.560> around.

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They<00:11:40.080> and<00:11:40.160> they<00:11:40.480> they<00:11:40.680> skip<00:11:40.960> over<00:11:41.280> it.<00:11:41.440> It's<00:11:41.760> hire<00:11:42.040> a<00:11:42.080> company,<00:11:42.480> give<00:11:42.640> me<00:11:42.760> a<00:11:42.800> logo,<00:11:43.200> give<00:11:43.360> me<00:11:43.440> a<00:11:43.480> name.

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It<00:11:44.600> is<00:11:44.680> the<00:11:44.760> most<00:11:45.000> single<00:11:45.360> most<00:11:45.600> important<00:11:45.960> thing<00:11:46.120> and<00:11:46.240> I<00:11:46.320> poured<00:11:47.200> all<00:11:47.520> of<00:11:47.600> our<00:11:47.760> energy<00:11:48.080> and<00:11:48.200> resources<00:11:48.800> into<00:11:49.080> the<00:11:49.200> brand.

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Even<00:11:50.080> a<00:11:50.120> year<00:11:50.320> before<00:11:50.600> we<00:11:50.720> launched<00:11:51.000> the<00:11:51.080> company,<00:11:51.560> the<00:11:51.720> world<00:11:51.960> didn't<00:11:52.200> know<00:11:52.360> Built<00:11:52.680> Workwear<00:11:53.000> was<00:11:53.160> coming.

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We<00:11:54.120> started<00:11:54.400> a<00:11:54.440> podcast<00:11:55.240> that<00:11:55.880> highlighted<00:11:56.640> some<00:11:56.800> of<00:11:56.880> the<00:11:56.920> most<00:11:57.080> successful<00:11:57.520> people<00:11:57.800> in<00:11:57.880> the<00:11:57.960> trades<00:11:58.440> to<00:11:58.520> give<00:11:59.360> the<00:11:59.400> next<00:11:59.640> generation<00:12:00.080> kind<00:12:00.320> of<00:12:00.400> CliffNotes<00:12:00.960> on<00:12:01.080> what's

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coming<00:12:01.760> and<00:12:02.000> so<00:12:02.160> that<00:12:02.280> eventually<00:12:02.720> when<00:12:02.960> Built<00:12:03.240> came<00:12:03.400> around,<00:12:03.800> we<00:12:03.920> kind<00:12:04.080> of<00:12:04.160> had<00:12:04.320> this<00:12:04.440> following<00:12:04.920> and<00:12:05.000> we<00:12:05.120> had<00:12:05.320> this<00:12:05.440> credibility.

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And<00:12:07.160> to<00:12:07.280> when<00:12:07.440> I<00:12:07.520> developed<00:12:07.880> the<00:12:08.040> actual<00:12:08.600> brand<00:12:09.080> itself,<00:12:09.520> I<00:12:09.600> leaned<00:12:09.920> on<00:12:10.040> my<00:12:10.520> the<00:12:10.640> nine<00:12:11.120> or<00:12:11.280> so<00:12:11.640> childhood<00:12:12.080> buddies<00:12:12.320> that<00:12:12.480> I<00:12:12.520> grew<00:12:12.720> up<00:12:12.840> with<00:12:13.080> to<00:12:13.200> like<00:12:14.240> "What<00:12:14.360> do<00:12:14.440> you<00:12:14.480> think

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about<00:12:14.800> this<00:12:14.920> tagline?<00:12:15.440> What<00:12:15.560> do<00:12:15.600> you<00:12:15.680> think<00:12:15.840> about<00:12:16.320> the<00:12:16.640> the<00:12:17.080> this<00:12:17.640> mission<00:12:18.040> statement?

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What<00:12:18.600> do<00:12:18.680> you<00:12:18.840> Then<00:12:19.080> eventually,<00:12:19.960> the<00:12:20.040> last<00:12:20.320> thing<00:12:20.440> is<00:12:20.560> logo<00:12:21.000> and<00:12:21.120> color."

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That<00:12:21.560> that<00:12:21.920> you<00:12:22.040> can<00:12:22.200> you<00:12:22.280> make<00:12:22.600> the<00:12:22.680> brand<00:12:23.000> makes<00:12:23.280> that<00:12:23.520> stuff.

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That<00:12:24.160> doesn't<00:12:24.400> make<00:12:24.560> the<00:12:24.600> brand.<00:12:25.680> And<00:12:26.440> I<00:12:26.560> leaned<00:12:26.880> on<00:12:27.000> those<00:12:27.200> guys<00:12:27.440> because<00:12:27.640> they're<00:12:27.840> in<00:12:27.920> the<00:12:28.040> trades<00:12:28.640> 40,<00:12:29.000> 50,<00:12:29.280> 60<00:12:29.600> hours<00:12:29.800> a<00:12:29.840> week.

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And<00:12:30.360> I<00:12:30.400> knew<00:12:30.560> if<00:12:30.680> it<00:12:30.760> got<00:12:31.000> them<00:12:31.160> excited,<00:12:32.200> we<00:12:32.360> had<00:12:32.560> something.

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If<00:12:33.160> it<00:12:33.240> got<00:12:33.440> me<00:12:33.560> excited,<00:12:33.880> I<00:12:33.960> sit<00:12:34.200> behind<00:12:34.400> a<00:12:34.440> desk<00:12:34.760> all<00:12:34.880> the<00:12:35.080> all<00:12:35.280> week<00:12:35.480> long.

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I<00:12:35.680> haven't<00:12:35.960> worn<00:12:36.560> At<00:12:36.680> that<00:12:36.880> time,<00:12:37.160> I<00:12:37.240> hadn't<00:12:37.480> worn<00:12:38.440> work<00:12:38.680> boots<00:12:39.000> or<00:12:39.320> you<00:12:39.400> know,<00:12:39.800> used<00:12:40.080> a<00:12:40.120> shovel<00:12:40.520> or<00:12:40.680> hammer<00:12:40.960> in<00:12:41.080> like<00:12:41.240> 10<00:12:41.440> years.

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And<00:12:41.880> so,<00:12:41.960> I<00:12:42.000> was<00:12:42.080> like,<00:12:42.200> "I<00:12:42.240> need<00:12:42.600> them<00:12:42.839> to<00:12:42.960> help<00:12:43.280> me<00:12:43.760> understand<00:12:44.360> what<00:12:44.520> motivates<00:12:45.000> them."

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And<00:12:46.120> when<00:12:46.240> we<00:12:46.400> launched,<00:12:46.920> our<00:12:47.040> brand<00:12:47.400> was<00:12:47.600> so<00:12:47.880> authentic<00:12:48.640> and<00:12:48.760> it<00:12:48.880> resonated<00:12:49.560> so<00:12:49.839> well<00:12:50.080> with<00:12:50.200> this<00:12:50.480> customer<00:12:52.040> that<00:12:52.320> hadn't<00:12:52.839> really<00:12:53.600> had<00:12:53.839> a<00:12:53.920> brand

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really<00:12:54.839> talking<00:12:55.240> about<00:12:55.480> them,<00:12:55.920> focusing<00:12:56.400> on<00:12:56.600> them,<00:12:56.920> servicing<00:12:57.480> them.

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All<00:12:58.160> these<00:12:58.320> brands<00:12:58.640> talk<00:12:58.839> about<00:12:59.040> themselves.<00:13:00.000> Our<00:13:00.160> heritage,<00:13:00.720> when<00:13:00.880> we<00:13:01.000> started,<00:13:01.760> our<00:13:01.960> founder<00:13:03.160> I'm<00:13:03.360> paranoid<00:13:04.000> one<00:13:04.160> day<00:13:04.440> that's<00:13:04.800> going<00:13:04.920> to<00:13:05.000> become<00:13:05.320> us<00:13:05.600> and<00:13:05.800> making

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sure<00:13:06.320> we<00:13:06.480> don't<00:13:06.680> become<00:13:07.120> that<00:13:07.480> and<00:13:07.520> talk<00:13:07.760> about<00:13:08.080> me<00:13:08.400> and<00:13:08.520> talk<00:13:08.760> about<00:13:08.960> how<00:13:09.080> we<00:13:09.200> started<00:13:09.720> and<00:13:10.240> all<00:13:10.400> that<00:13:10.600> stuff.

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Eventually,<00:13:11.240> I<00:13:11.280> want<00:13:11.440> to<00:13:11.480> move<00:13:11.720> on<00:13:11.839> beyond<00:13:12.200> that<00:13:12.360> because<00:13:12.640> that's<00:13:13.000> like<00:13:13.240> the<00:13:13.600> I<00:13:13.680> would<00:13:13.839> have<00:13:13.960> seen<00:13:14.280> is<00:13:14.680> is<00:13:15.160> uh<00:13:15.760> somewhat<00:13:16.080> of<00:13:16.160> the<00:13:16.240> fatal<00:13:16.480> flaw.

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And<00:13:17.080> so,<00:13:17.320> brand<00:13:18.680> brand<00:13:19.040> plus<00:13:19.280> marketing<00:13:19.600> combination<00:13:20.200> is<00:13:20.360> deadly.

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Brand<00:13:21.839> alone<00:13:22.240> is<00:13:22.360> the<00:13:22.480> single<00:13:22.800> most<00:13:23.040> important.

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And<00:13:23.600> then<00:13:23.839> and<00:13:23.960> then<00:13:24.120> I<00:13:24.160> think<00:13:24.360> about<00:13:24.520> the<00:13:24.600> product<00:13:24.920> side.<00:13:25.720> People<00:13:25.960> say<00:13:26.120> product<00:13:26.520> is<00:13:26.640> king.

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That<00:13:27.960> is<00:13:28.160> always<00:13:28.400> true.<00:13:28.720> Product<00:13:29.040> is<00:13:29.160> king,<00:13:30.040> but<00:13:30.160> you<00:13:30.280> have<00:13:30.560> to<00:13:30.680> have<00:13:30.840> a<00:13:30.920> brand<00:13:31.320> that<00:13:31.440> attaches<00:13:31.840> that<00:13:32.040> product<00:13:32.480> and<00:13:32.560> you<00:13:32.640> have<00:13:32.760> to<00:13:32.800> have<00:13:32.920> marketing<00:13:33.280> that<00:13:33.400> attach<00:13:33.720> like

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at<00:13:34.360> the<00:13:34.440> end<00:13:34.560> of<00:13:34.640> the<00:13:34.680> day,<00:13:35.520> you<00:13:35.640> can<00:13:35.760> have<00:13:35.880> the<00:13:35.960> best<00:13:36.200> product<00:13:36.560> in<00:13:36.640> the<00:13:36.720> world,<00:13:37.040> but<00:13:37.120> if<00:13:37.240> it<00:13:37.320> doesn't<00:13:37.600> have<00:13:37.720> a<00:13:37.800> brand,<00:13:39.360> people<00:13:39.560> aren't<00:13:39.720> going<00:13:39.840> to<00:13:39.920> care<00:13:40.040> about.

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They're<00:13:40.400> not<00:13:40.520> going<00:13:40.640> to<00:13:40.680> have<00:13:40.760> that<00:13:40.880> emotional<00:13:41.360> connection.<00:13:42.360> If<00:13:42.480> you<00:13:42.560> have<00:13:42.640> a<00:13:42.720> brand<00:13:44.000> and<00:13:44.040> you<00:13:44.120> have<00:13:44.280> a<00:13:44.360> mediocre<00:13:44.880> product,<00:13:45.200> it<00:13:45.280> actually<00:13:45.520> still<00:13:45.720> has<00:13:45.840> a<00:13:45.920> chance,<00:13:46.240> which

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is<00:13:46.520> even<00:13:46.680> shocking.<00:13:47.160> And<00:13:47.600> early<00:13:47.960> on<00:13:48.120> when<00:13:48.280> we<00:13:48.360> launched<00:13:48.680> our<00:13:48.760> product,<00:13:49.120> it<00:13:49.160> actually<00:13:49.440> wasn't<00:13:49.760> up<00:13:49.880> to<00:13:49.960> the<00:13:50.040> standard<00:13:50.360> that<00:13:50.520> I<00:13:50.800> that<00:13:50.960> I<00:13:51.040> expected.

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Took<00:13:52.120> us<00:13:52.240> 2<00:13:52.400> years<00:13:52.600> to<00:13:52.720> get<00:13:52.840> it<00:13:52.920> there.<00:13:53.520> And<00:13:53.800> the<00:13:53.920> business<00:13:54.280> still<00:13:54.800> exploded<00:13:55.400> because<00:13:55.640> the<00:13:55.720> brand<00:13:56.000> was<00:13:56.120> so<00:13:56.280> strong<00:13:56.800> and<00:13:56.880> the<00:13:56.920> customers<00:13:57.360> gave<00:13:57.600> us<00:13:57.720> a<00:13:57.760> chance<00:13:58.840> and<00:13:58.880> we<00:13:59.000> finally

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we<00:13:59.480> got<00:13:59.680> the<00:13:59.800> product<00:14:00.160> to<00:14:00.240> where<00:14:00.440> it<00:14:00.520> needed<00:14:00.800> to<00:14:00.880> be<00:14:01.120> and<00:14:01.240> where<00:14:01.400> it<00:14:01.520> is<00:14:01.640> today<00:14:02.000> and<00:14:02.160> couldn't<00:14:02.360> be<00:14:02.440> more<00:14:02.640> proud,<00:14:02.960> but<00:14:03.120> like<00:14:03.320> we<00:14:03.480> had<00:14:03.640> a<00:14:03.680> 2-year<00:14:04.080> runway<00:14:04.440> where<00:14:04.560> customers

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were<00:14:05.160> giving<00:14:05.440> us<00:14:05.600> grace<00:14:06.840> to<00:14:06.880> let<00:14:07.080> our<00:14:07.200> product<00:14:07.520> catch<00:14:07.800> up<00:14:07.960> to<00:14:08.040> the<00:14:08.120> strength<00:14:08.440> of<00:14:08.520> our<00:14:08.640> brand.

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And<00:14:09.000> that's<00:14:09.160> like<00:14:09.320> the<00:14:09.400> perfect<00:14:09.840> testament<00:14:10.200> of<00:14:10.320> like<00:14:11.040> brand<00:14:11.360> is<00:14:11.440> the<00:14:11.880> single<00:14:12.240> most<00:14:12.480> important<00:14:12.920> thing<00:14:13.080> you<00:14:13.200> can<00:14:13.360> focus<00:14:13.680> on.

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It's<00:14:14.800> interesting<00:14:15.240> you<00:14:15.320> started<00:14:15.640> with<00:14:15.800> the<00:14:15.880> podcast<00:14:17.160> because<00:14:17.600> really<00:14:18.320> what<00:14:18.560> you<00:14:18.680> built<00:14:19.080> first<00:14:19.480> was<00:14:19.640> a<00:14:19.680> community.

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Yep.<00:14:21.520> And<00:14:21.640> how<00:14:21.720> do<00:14:21.800> you<00:14:21.920> think<00:14:22.160> about<00:14:22.680> the<00:14:22.800> differences<00:14:23.440> and<00:14:23.560> similarities<00:14:24.200> between<00:14:24.560> building<00:14:24.840> a<00:14:24.920> community<00:14:25.400> and<00:14:25.480> building<00:14:25.760> a<00:14:25.840> brand?

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I<00:14:28.160> think<00:14:28.400> of<00:14:28.480> them<00:14:28.600> as<00:14:28.720> completely<00:14:29.280> For<00:14:29.600> us,<00:14:30.360> not<00:14:30.560> everyone,<00:14:31.000> but<00:14:31.160> for<00:14:31.360> us,<00:14:31.640> it<00:14:31.839> is<00:14:33.080> highly<00:14:33.440> correlated.

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Our<00:14:34.320> you<00:14:34.440> know,<00:14:34.560> we<00:14:34.720> talk<00:14:34.960> about<00:14:35.200> our<00:14:35.560> the<00:14:35.680> brand<00:14:35.920> community<00:14:36.520> and<00:14:36.680> the<00:14:36.960> the<00:14:37.080> support<00:14:37.560> not<00:14:37.760> only<00:14:37.960> the<00:14:38.080> folks<00:14:38.280> that<00:14:38.400> were<00:14:38.520> on<00:14:38.600> the<00:14:38.720> podcast<00:14:39.320> originally<00:14:40.680> that<00:14:40.839> were,<00:14:41.200> you

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know,<00:14:41.400> the<00:14:41.520> best<00:14:41.960> plumbers,<00:14:42.600> the<00:14:42.720> best<00:14:43.680> uh<00:14:43.800> tradesmen,<00:14:44.720> the<00:14:44.800> best<00:14:45.120> tool<00:14:45.440> reviewers,<00:14:46.160> the<00:14:46.240> best<00:14:46.720> uh<00:14:46.800> bond<00:14:47.120> builders,<00:14:47.600> whatever<00:14:47.880> it<00:14:47.960> may<00:14:48.120> be.

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And<00:14:50.960> that<00:14:51.160> was<00:14:51.360> our<00:14:51.480> initial<00:14:51.839> community<00:14:52.600> and<00:14:53.040> the<00:14:53.120> community<00:14:53.480> is<00:14:53.560> now<00:14:53.760> grown<00:14:54.120> to<00:14:54.360> to<00:14:54.480> customers.

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It's<00:14:55.480> we<00:14:55.600> have<00:14:55.720> a<00:14:55.960> we<00:14:56.120> have<00:14:56.240> a<00:14:56.280> garage<00:14:56.720> attached<00:14:57.000> to<00:14:57.080> the<00:14:57.120> building<00:14:57.400> every<00:14:57.560> Thursday<00:14:58.000> cuz<00:14:58.120> the<00:14:58.240> company<00:14:58.520> started<00:14:58.880> in<00:14:58.920> my<00:14:59.040> home<00:14:59.280> garage,<00:15:00.120> then<00:15:00.280> we<00:15:00.400> moved<00:15:00.600> to<00:15:00.680> a<00:15:00.760> contractor

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bay,<00:15:01.640> then<00:15:01.800> we<00:15:01.920> moved<00:15:02.120> to<00:15:02.240> this<00:15:02.400> new<00:15:02.600> garage<00:15:02.920> that's<00:15:03.080> attached<00:15:03.400> to<00:15:03.480> our<00:15:03.560> office<00:15:03.800> here.

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We'll<00:15:04.040> be<00:15:04.160> opening<00:15:04.440> up<00:15:04.560> every<00:15:04.800> Thursday.<00:15:05.920> Customers<00:15:06.280> come<00:15:06.480> in,<00:15:06.960> people<00:15:07.280> come<00:15:07.480> in<00:15:07.560> just<00:15:07.720> to<00:15:07.760> hang<00:15:07.960> out,<00:15:08.040> not<00:15:08.200> even<00:15:08.400> to<00:15:08.440> shop.

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And<00:15:09.800> that's<00:15:10.240> that's<00:15:10.480> our<00:15:11.120> local<00:15:11.440> community.

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And<00:15:12.560> then<00:15:12.920> as<00:15:13.080> you<00:15:13.160> think<00:15:13.320> about<00:15:13.560> broader<00:15:14.040> Brunt,<00:15:15.200> we<00:15:15.240> have<00:15:15.360> this<00:15:15.480> community<00:15:15.800> of<00:15:15.920> people.

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Our<00:15:17.040> customers<00:15:17.480> can<00:15:17.600> only<00:15:17.800> shop<00:15:18.080> with<00:15:18.200> us<00:15:19.360> maybe<00:15:19.600> three<00:15:19.800> or<00:15:19.880> four<00:15:20.040> days<00:15:20.280> a<00:15:20.320> year.

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Are<00:15:20.680> they<00:15:20.800> buying<00:15:21.200> a<00:15:21.320> new<00:15:21.520> pair<00:15:21.680> of<00:15:21.760> boots?<00:15:22.200> Are<00:15:22.320> they<00:15:22.440> buying<00:15:22.880> a<00:15:22.920> pair<00:15:23.120> of<00:15:23.200> pants?

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They<00:15:24.200> can<00:15:24.320> only<00:15:24.480> shop.<00:15:24.920> So,<00:15:25.360> the<00:15:25.720> 361<00:15:27.120> other<00:15:27.400> days,<00:15:28.960> how<00:15:29.040> does<00:15:29.240> Brunt<00:15:29.480> stay<00:15:29.680> relevant?

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We<00:15:30.480> create<00:15:30.800> content.<00:15:31.360> We<00:15:31.640> we<00:15:31.840> educate<00:15:32.400> them.

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We<00:15:32.680> inspire<00:15:33.120> them.<00:15:33.280> We<00:15:33.360> make<00:15:33.560> them<00:15:33.800> laugh.<00:15:34.240> We<00:15:34.320> do<00:15:34.480> crazy<00:15:35.000> stuff.

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Some<00:15:35.480> of<00:15:35.600> our<00:15:35.720> partners<00:15:36.120> do<00:15:36.240> crazy<00:15:36.640> stuff.<00:15:37.600> And<00:15:38.200> we<00:15:38.400> want<00:15:38.600> to<00:15:38.680> be<00:15:40.320> an<00:15:40.560> an<00:15:40.720> engagement<00:15:41.480> and<00:15:41.600> an<00:15:41.680> entertainment<00:15:42.280> vehicle<00:15:42.800> that<00:15:43.400> supports

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kind<00:15:44.280> of<00:15:44.320> the<00:15:44.400> blue-collar<00:15:44.920> person<00:15:45.240> and<00:15:45.320> tradesperson<00:15:45.880> and<00:15:45.960> makes<00:15:46.120> them<00:15:46.280> feel<00:15:46.560> like<00:15:46.760> they<00:15:46.840> have<00:15:46.960> a<00:15:47.040> place<00:15:47.320> to<00:15:47.440> be.

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And<00:15:49.280> that's<00:15:49.520> the<00:15:49.640> only<00:15:49.880> reason<00:15:50.200> our<00:15:50.280> brand<00:15:50.560> has<00:15:50.680> done<00:15:51.440> done<00:15:51.680> what<00:15:51.800> it's<00:15:51.960> done<00:15:52.200> is<00:15:52.320> because<00:15:52.640> we<00:15:52.880> are<00:15:53.080> we<00:15:53.200> have<00:15:53.320> a<00:15:53.360> community<00:15:53.960> that<00:15:54.200> keeps<00:15:54.440> them<00:15:54.600> engaged,<00:15:55.040> keeps<00:15:55.280> them<00:15:55.480> interested.

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We're<00:15:56.760> not<00:15:56.920> always<00:15:57.240> just<00:15:57.560> trying<00:15:57.760> to<00:15:57.840> sell<00:15:58.040> them<00:15:58.160> product.

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That's<00:15:58.960> the<00:15:59.040> mistake<00:15:59.440> I<00:15:59.480> see<00:15:59.640> most<00:15:59.880> of<00:15:59.920> the<00:16:00.000> brands<00:16:00.200> is<00:16:00.320> they're<00:16:00.560> only<00:16:00.880> just<00:16:01.400> Look<00:16:01.520> at<00:16:01.600> this<00:16:01.720> new<00:16:01.880> boot.

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Look<00:16:02.280> at<00:16:02.360> the<00:16:02.440> price.<00:16:02.960> Oh,<00:16:03.120> we're<00:16:03.240> running<00:16:03.480> a<00:16:03.520> sale.<00:16:03.840> We're<00:16:04.000> running<00:16:04.240> a<00:16:04.280> deal.

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We<00:16:05.040> got<00:16:05.160> a<00:16:05.240> new<00:16:05.520> one.<00:16:05.800> Come<00:16:05.960> check<00:16:06.200> this<00:16:06.440> out,<00:16:06.560> a<00:16:06.600> new<00:16:06.720> colorway.

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We're<00:16:07.760> telling<00:16:08.080> stories<00:16:08.520> about<00:16:09.520> Travis<00:16:09.920> Pastrana<00:16:10.840> and<00:16:11.200> who's<00:16:11.600> a<00:16:11.720> motorsports<00:16:12.480> legend<00:16:12.960> who's<00:16:13.320> rebuilding<00:16:13.920> a<00:16:14.000> ramp<00:16:14.320> at<00:16:14.440> his<00:16:14.600> home<00:16:14.880> with<00:16:15.080> our<00:16:15.240> team<00:16:15.480> that<00:16:15.600> we<00:16:15.760> sent

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down<00:16:16.320> there<00:16:16.600> to<00:16:17.480> Hannah<00:16:17.720> Barron<00:16:18.320> who<00:16:18.760> is<00:16:18.960> a<00:16:19.760> the<00:16:19.800> most<00:16:20.120> famous<00:16:20.600> catfish<00:16:21.120> noodler<00:16:21.600> which<00:16:21.840> you'd<00:16:22.040> think<00:16:22.200> has<00:16:22.320> nothing<00:16:22.560> to<00:16:22.640> do<00:16:22.680> with<00:16:22.800> trades,<00:16:23.080> but<00:16:23.200> her<00:16:23.320> and<00:16:23.400> her<00:16:23.480> dad<00:16:24.120> build

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all<00:16:24.520> the<00:16:24.640> houses<00:16:25.000> on<00:16:25.080> their<00:16:25.200> properties<00:16:25.880> by<00:16:26.120> hand<00:16:26.600> and<00:16:26.720> it<00:16:26.800> ties<00:16:27.040> exact.

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So,<00:16:28.400> we<00:16:28.480> just<00:16:28.680> have<00:16:28.880> this<00:16:29.120> continuous<00:16:29.760> content<00:16:30.240> engine<00:16:31.320> that<00:16:31.680> is<00:16:32.120> the<00:16:32.280> goal<00:16:32.680> is<00:16:32.839> keeping<00:16:33.520> our<00:16:34.240> customers<00:16:35.120> entertained,<00:16:35.680> engaged,

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inspired,<00:16:36.560> motivated,<00:16:37.000> whatever<00:16:37.280> it<00:16:37.320> may<00:16:37.440> be<00:16:37.640> when<00:16:37.800> they're<00:16:37.920> not<00:16:38.160> shopping<00:16:38.520> from<00:16:38.680> us.

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So,<00:16:39.000> that<00:16:39.200> when<00:16:39.320> they<00:16:39.480> do<00:16:39.680> decide<00:16:40.080> they<00:16:40.200> need<00:16:40.400> a<00:16:40.440> new<00:16:40.640> product<00:16:41.640> to<00:16:41.680> do<00:16:41.839> their<00:16:41.960> job,<00:16:42.520> to<00:16:42.640> keep<00:16:42.800> the<00:16:42.880> country<00:16:43.160> moving,<00:16:43.800> hopefully<00:16:44.240> we're<00:16:44.400> top<00:16:44.640> of<00:16:44.760> mind<00:16:44.960> for<00:16:45.080> them.

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Give<00:16:46.600> me<00:16:46.720> a<00:16:46.760> sense<00:16:47.040> for<00:16:47.200> how<00:16:47.360> you<00:16:47.600> get<00:16:48.440> a<00:16:48.560> product<00:16:49.160> to<00:16:49.280> market.

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Like<00:16:50.680> there's<00:16:50.920> a<00:16:51.000> lot<00:16:51.200> of<00:16:51.280> things<00:16:51.480> that<00:16:51.600> go<00:16:51.760> into<00:16:51.960> this.

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It's<00:16:52.280> not<00:16:52.440> like<00:16:52.680> software,<00:16:53.360> right?<00:16:54.160> Uh<00:16:54.240> we<00:16:54.320> have<00:16:54.440> a<00:16:54.480> lot<00:16:54.760> of<00:16:54.880> like<00:16:55.080> tech<00:16:55.440> CEOs<00:16:56.000> and<00:16:56.080> public<00:16:56.360> tech<00:16:56.560> CEOs<00:16:56.920> that<00:16:57.000> come<00:16:57.200> on<00:16:57.320> this<00:16:57.440> show.

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Like<00:16:58.880> you<00:16:59.120> you<00:16:59.240> need<00:16:59.400> to<00:16:59.440> figure<00:16:59.720> out<00:16:59.839> supply<00:17:00.240> chains<00:17:00.720> which<00:17:00.920> I'd<00:17:01.040> love<00:17:01.240> to<00:17:01.600> talk<00:17:01.800> to<00:17:01.880> you<00:17:01.920> about<00:17:02.080> like<00:17:02.280> tariffs,<00:17:02.680> how<00:17:02.800> that's<00:17:03.160> like<00:17:03.400> affected<00:17:03.839> anything<00:17:04.199> or<00:17:04.319> not<00:17:04.560> affected

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anything<00:17:05.240> because<00:17:05.520> you've<00:17:05.640> got<00:17:05.800> to<00:17:05.880> figure<00:17:06.199> out<00:17:06.800> supply<00:17:07.240> chain,<00:17:07.600> you've<00:17:07.720> got<00:17:07.880> to<00:17:07.920> figure<00:17:08.240> out<00:17:08.319> manufacturing,<00:17:09.199> you've<00:17:09.319> got<00:17:09.480> to<00:17:09.560> test<00:17:09.959> it,<00:17:10.160> you've<00:17:10.280> got<00:17:10.480> to<00:17:10.640> you<00:17:10.720> know,

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give<00:17:11.319> us<00:17:11.480> a<00:17:11.560> sense<00:17:11.839> for<00:17:12.000> what<00:17:12.160> it<00:17:12.280> means<00:17:12.640> to<00:17:12.800> launch<00:17:13.160> a<00:17:13.199> product.

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Yeah,<00:17:15.160> so<00:17:17.600> so<00:17:17.720> it's<00:17:17.839> a<00:17:17.880> little<00:17:18.079> different<00:17:18.400> now<00:17:18.560> cuz<00:17:18.680> we've<00:17:18.800> got<00:17:19.040> we've<00:17:19.240> got<00:17:19.400> a<00:17:19.480> team,<00:17:19.920> talented<00:17:20.400> team<00:17:20.640> of<00:17:20.760> industry<00:17:21.160> veterans<00:17:21.640> from<00:17:21.800> a<00:17:21.839> footwear<00:17:22.199> and<00:17:22.280> apparel<00:17:22.640> side

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of<00:17:22.959> the<00:17:23.000> business<00:17:23.360> that<00:17:23.520> have<00:17:24.360> way<00:17:24.560> more<00:17:24.720> experience<00:17:25.319> in<00:17:25.680> developing<00:17:26.319> and<00:17:26.439> building<00:17:26.760> product<00:17:27.240> than<00:17:29.080> I<00:17:29.240> ever<00:17:29.680> I<00:17:29.840> ever<00:17:30.080> had<00:17:30.360> and<00:17:30.480> ever<00:17:30.680> will.

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And<00:17:31.320> so<00:17:31.520> we've<00:17:31.680> got<00:17:31.880> them<00:17:32.000> in<00:17:32.080> here<00:17:32.520> and<00:17:32.880> they<00:17:33.120> have<00:17:33.280> built<00:17:33.520> a<00:17:33.560> supply<00:17:33.920> chain<00:17:34.200> with<00:17:34.360> factory<00:17:34.800> partners<00:17:35.240> and<00:17:35.360> things<00:17:35.560> that<00:17:35.680> are<00:17:35.760> just<00:17:36.160> top<00:17:36.440> notch,<00:17:36.760> right?

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Like<00:17:37.120> I<00:17:37.200> said,<00:17:37.400> the<00:17:37.480> first<00:17:38.040> group<00:17:38.320> of<00:17:38.400> products<00:17:38.720> were<00:17:38.840> not<00:17:39.000> that<00:17:39.120> great.

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That<00:17:39.440> was<00:17:39.560> under<00:17:39.800> my<00:17:40.160> under<00:17:40.440> my<00:17:40.720> watch<00:17:41.080> and<00:17:41.240> under<00:17:41.440> my<00:17:41.560> leadership.

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Now<00:17:42.120> we've<00:17:42.280> got<00:17:42.440> people<00:17:42.680> that<00:17:42.840> are<00:17:42.880> like,<00:17:43.040> "No.<00:17:43.680> Here's<00:17:43.840> what<00:17:43.960> you<00:17:44.000> did<00:17:44.160> wrong.

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Here's<00:17:44.680> where<00:17:44.760> we're<00:17:44.840> going<00:17:45.040> to<00:17:45.120> go<00:17:45.160> and<00:17:45.240> here's<00:17:45.400> how<00:17:45.520> we're<00:17:45.600> going<00:17:45.720> to<00:17:45.800> do<00:17:45.960> it."

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They<00:17:46.240> are<00:17:46.800> industry<00:17:47.160> experts<00:17:48.040> from<00:17:48.320> all<00:17:48.480> the<00:17:48.560> brands<00:17:48.960> that<00:17:49.480> you<00:17:49.760> you'd<00:17:49.960> think<00:17:50.240> they<00:17:50.440> they<00:17:50.600> worked<00:17:50.880> at<00:17:51.000> previously.

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And<00:17:51.840> so<00:17:53.880> the<00:17:53.960> way<00:17:54.120> it<00:17:54.280> works<00:17:54.640> is<00:17:55.160> is<00:17:55.440> fundamentally<00:17:56.200> different<00:17:56.560> at<00:17:56.640> Brunt<00:17:56.920> than<00:17:57.280> any<00:17:57.720> of<00:17:57.880> our<00:17:58.040> our<00:17:58.200> competitors.

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And<00:17:59.480> generally<00:17:59.960> most<00:18:00.360> the<00:18:00.440> way<00:18:00.600> most<00:18:00.880> consumer<00:18:02.040> brands<00:18:02.400> bring<00:18:02.680> product<00:18:03.000> to<00:18:03.080> market.

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Usually<00:18:03.800> there's<00:18:04.000> a<00:18:04.040> creative<00:18:04.440> person<00:18:04.720> that<00:18:04.880> sits<00:18:05.040> at<00:18:05.160> the<00:18:05.240> top.

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It's<00:18:05.880> either<00:18:06.080> the<00:18:06.160> founder<00:18:06.480> or<00:18:06.520> the<00:18:06.600> CEO<00:18:06.920> or<00:18:07.160> it's<00:18:07.280> a<00:18:07.360> creative<00:18:07.760> person<00:18:08.160> that's<00:18:08.640> appointed<00:18:09.960> It's<00:18:10.560> creating<00:18:10.880> product.

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They've<00:18:11.760> either<00:18:11.920> got<00:18:12.040> a<00:18:12.080> fashion<00:18:12.480> sense<00:18:13.000> or<00:18:13.120> whatever<00:18:13.440> it<00:18:13.520> is.

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We<00:18:14.440> have<00:18:14.600> a<00:18:14.680> very<00:18:15.000> different<00:18:15.280> approach,<00:18:15.680> which<00:18:15.880> is<00:18:16.040> we<00:18:16.240> are<00:18:16.640> we<00:18:16.840> let<00:18:17.280> similar<00:18:17.640> to<00:18:17.720> how<00:18:17.880> I<00:18:17.960> did<00:18:18.440> the<00:18:18.520> brand<00:18:19.880> with<00:18:20.040> my<00:18:20.200> buddies<00:18:21.000> feedback<00:18:21.520> loops<00:18:21.880> and<00:18:22.200> making<00:18:22.560> sure

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it<00:18:22.800> resonated.<00:18:24.240> We<00:18:24.400> start<00:18:24.640> with<00:18:24.760> the<00:18:24.880> end<00:18:25.000> customer.

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I<00:18:26.320> told<00:18:26.800> there's<00:18:27.080> I<00:18:27.160> tell<00:18:27.320> the<00:18:27.400> team,<00:18:27.520> "There's<00:18:27.680> no<00:18:27.800> ivory<00:18:28.080> towers<00:18:28.400> here.

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I<00:18:28.560> don't<00:18:28.720> care<00:18:28.880> how<00:18:29.000> many<00:18:29.160> years<00:18:29.360> of<00:18:29.440> experience<00:18:29.880> you<00:18:29.960> have<00:18:30.080> in<00:18:30.160> the<00:18:30.240> industry.

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Our<00:18:31.760> customers<00:18:32.360> know<00:18:32.520> what<00:18:32.680> they<00:18:32.800> need<00:18:33.240> to<00:18:33.360> do<00:18:33.560> their<00:18:33.720> jobs<00:18:34.200> in<00:18:34.360> their<00:18:34.480> products.

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And<00:18:35.840> we<00:18:35.960> need<00:18:36.120> to<00:18:36.200> get<00:18:36.320> extract<00:18:36.920> that<00:18:37.080> from<00:18:37.320> them.

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Then<00:18:37.960> we<00:18:38.080> can<00:18:38.240> then<00:18:38.400> go<00:18:38.520> execute<00:18:39.040> and<00:18:39.160> turn<00:18:39.360> it<00:18:39.480> They<00:18:39.720> don't<00:18:39.880> know<00:18:39.920> how<00:18:40.000> to<00:18:40.080> build<00:18:40.360> boots<00:18:40.760> and<00:18:40.920> pants<00:18:41.320> and<00:18:41.440> sweatshirts,<00:18:42.160> but<00:18:42.280> they<00:18:42.400> know<00:18:42.520> what<00:18:42.640> they<00:18:42.760> need<00:18:43.120> on<00:18:43.240> the<00:18:43.320> job.

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And<00:18:43.880> so<00:18:43.960> we<00:18:44.040> need<00:18:44.200> to<00:18:44.240> go<00:18:44.360> extract<00:18:44.800> that<00:18:45.080> from<00:18:45.240> the<00:18:45.320> customer,<00:18:46.000> which<00:18:46.160> we<00:18:46.240> do.

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We<00:18:46.520> go<00:18:46.680> out<00:18:46.840> and<00:18:46.920> meet<00:18:47.160> to<00:18:47.280> the<00:18:47.400> end<00:18:47.520> customers<00:18:48.640> and<00:18:48.720> spend<00:18:48.960> time<00:18:49.200> doing<00:18:49.760> qualitative<00:18:50.400> research.

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So<00:18:51.360> we'll<00:18:51.640> ask<00:18:51.880> people<00:18:52.080> in<00:18:52.160> the<00:18:52.240> garage.<00:18:52.880> We'll<00:18:53.360> But<00:18:53.480> we<00:18:53.600> can<00:18:53.760> only<00:18:53.880> get<00:18:54.000> to<00:18:54.120> 10,<00:18:54.360> 20<00:18:54.640> people,<00:18:54.960> which<00:18:55.120> is<00:18:55.240> a<00:18:55.280> dangerous<00:18:55.680> place.

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We<00:18:56.560> then<00:18:56.800> go<00:18:57.000> out<00:18:57.120> and<00:18:57.240> do<00:18:58.080> quantitative<00:18:59.120> to<00:18:59.200> make<00:18:59.400> sure<00:18:59.560> validate<00:19:00.080> it.

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Does<00:19:00.360> it<00:19:00.440> work<00:19:00.600> across<00:19:00.880> the<00:19:00.920> country?<00:19:01.280> Does<00:19:01.440> it<00:19:01.560> work<00:19:02.080> across<00:19:02.360> thousands<00:19:02.760> of<00:19:02.840> people?

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When<00:19:04.160> the<00:19:04.400> when<00:19:04.520> it's<00:19:04.680> a<00:19:04.720> yes,<00:19:05.000> yes,<00:19:05.240> yes,<00:19:05.480> yes,<00:19:05.800> yes,<00:19:07.080> it's<00:19:07.200> green<00:19:07.480> lights.

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Let's<00:19:08.120> go<00:19:08.280> forward<00:19:08.720> and<00:19:08.800> let's<00:19:09.000> go<00:19:09.160> and<00:19:09.320> execute<00:19:09.960> those<00:19:10.360> innovations,<00:19:11.080> those<00:19:11.280> solutions,<00:19:11.840> those<00:19:12.040> solves<00:19:13.080> and<00:19:13.280> bring<00:19:13.520> those<00:19:13.720> to<00:19:13.800> market.

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And<00:19:14.520> then<00:19:14.800> when<00:19:14.960> we<00:19:15.080> do<00:19:15.560> from<00:19:15.800> design,<00:19:16.440> we'll<00:19:16.560> show<00:19:16.800> it<00:19:16.880> to<00:19:16.960> those<00:19:17.120> people.

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Do<00:19:17.640> they<00:19:17.720> actually<00:19:18.000> like<00:19:18.160> the<00:19:18.240> design?<00:19:18.720> Do<00:19:18.840> they<00:19:18.920> like<00:19:19.120> the<00:19:19.240> aesthetic?

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Prototype<00:19:21.040> one,<00:19:22.480> do<00:19:22.560> you<00:19:22.640> like<00:19:22.840> the<00:19:22.920> way<00:19:23.040> it<00:19:23.160> looks?

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Do<00:19:23.560> you<00:19:23.640> like<00:19:23.800> the<00:19:23.920> way<00:19:24.040> it<00:19:24.320> some<00:19:24.600> sometimes<00:19:25.040> you<00:19:25.120> can<00:19:25.200> try<00:19:25.360> those<00:19:25.560> on,<00:19:25.720> sometimes<00:19:26.040> you<00:19:26.080> can't.

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Prototype<00:19:27.240> two,<00:19:27.440> okay,<00:19:27.960> go<00:19:28.120> wear<00:19:28.320> test<00:19:28.560> them.

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Beat<00:19:28.880> them<00:19:29.040> up<00:19:29.200> for<00:19:29.320> three<00:19:29.520> to<00:19:29.600> six<00:19:29.840> months.<00:19:30.080> Tell<00:19:30.280> us<00:19:30.440> what<00:19:30.720> what<00:19:30.880> you<00:19:30.960> liked,<00:19:31.200> what<00:19:31.280> you<00:19:31.360> didn't<00:19:31.520> like,<00:19:31.720> what<00:19:31.840> needs<00:19:32.040> to<00:19:32.080> be<00:19:32.160> improved.

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Then<00:19:33.480> go<00:19:33.640> to<00:19:33.880> go<00:19:34.000> to<00:19:34.120> commercialization<00:19:35.000> and<00:19:35.080> go<00:19:35.200> to<00:19:35.280> production.

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So<00:19:35.920> it's<00:19:36.080> it's<00:19:36.240> about<00:19:36.520> a<00:19:37.960> uh<00:19:38.400> it's<00:19:38.560> quick<00:19:38.880> as<00:19:39.080> a<00:19:40.360> 10-month<00:19:40.800> process.

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It's<00:19:41.520> more<00:19:41.960> more<00:19:42.200> like<00:19:42.360> an<00:19:42.480> 18-month<00:19:42.960> process<00:19:43.400> for<00:19:43.480> most<00:19:43.720> products<00:19:44.400> in<00:19:44.640> in<00:19:44.800> this<00:19:44.920> category,<00:19:45.480> both<00:19:45.760> footwear<00:19:46.040> and<00:19:46.120> apparel.

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But,<00:19:49.160> the<00:19:49.240> difference<00:19:49.640> is<00:19:49.920> we<00:19:50.320> we<00:19:50.920> involve<00:19:51.280> the<00:19:51.360> customer<00:19:51.960> along<00:19:52.280> every<00:19:52.560> step.

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The<00:19:53.360> only<00:19:53.640> time<00:19:53.960> in<00:19:54.040> company<00:19:54.440> history<00:19:54.840> where<00:19:55.000> we've<00:19:55.320> ever<00:19:55.720> launched<00:19:56.040> a<00:19:56.080> product<00:19:56.400> that<00:19:56.640> didn't<00:19:57.680> resonate<00:19:58.120> with<00:19:58.240> customer<00:19:58.560> base<00:19:58.800> was<00:19:58.960> when<00:19:59.120> we<00:19:59.200> skipped<00:19:59.600> one<00:19:59.720> of<00:19:59.800> those

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and<00:20:00.080> it<00:20:00.120> was<00:20:00.240> on<00:20:00.360> my<00:20:00.520> watch.<00:20:00.800> I<00:20:00.880> did<00:20:01.080> it.<00:20:01.520> I<00:20:01.640> cut<00:20:01.880> a<00:20:01.920> corner<00:20:02.280> and<00:20:02.440> just<00:20:02.640> went<00:20:02.800> right<00:20:02.960> to<00:20:03.440> you<00:20:03.480> know,<00:20:03.640> we<00:20:03.760> don't<00:20:03.920> need<00:20:04.040> to<00:20:04.120> show<00:20:04.280> it<00:20:04.400> to<00:20:04.440> them.

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Let's<00:20:04.720> just<00:20:04.880> go.<00:20:05.080> It's<00:20:05.360> it's<00:20:05.520> amazing.<00:20:05.960> It's<00:20:06.080> incredible.<00:20:06.560> And<00:20:06.760> shockingly,<00:20:07.320> it<00:20:07.440> didn't<00:20:07.680> work.

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And<00:20:08.343> so,<00:20:08.726> this<00:20:09.109> disciplined<00:20:09.493> approach<00:20:09.876> to<00:20:10.259> letting<00:20:10.642> the<00:20:11.025> customers—not<00:20:11.408> that<00:20:11.792> they're<00:20:12.175> not<00:20:12.558> designers,<00:20:12.941> they're<00:20:13.324> not<00:20:13.707> creative<00:20:14.091> directors,<00:20:14.474> they're<00:20:14.857> not—but<00:20:15.240> they

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know<00:20:15.480> what<00:20:15.600> they<00:20:15.720> need<00:20:16.120> and<00:20:16.240> we<00:20:16.360> need<00:20:16.520> to<00:20:16.600> translate<00:20:17.320> that<00:20:17.680> into<00:20:18.000> the<00:20:18.160> end<00:20:18.320> product.

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And<00:20:19.290> so,<00:20:19.700> it<00:20:20.110> is<00:20:20.520> a—we<00:20:20.930> run<00:20:21.340> an<00:20:21.750> incredibly<00:20:22.160> disciplined<00:20:22.570> process<00:20:22.980> and<00:20:23.390> how<00:20:23.800> we<00:20:24.210> bring<00:20:24.620> products<00:20:25.030> to<00:20:25.440> market.

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And<00:20:26.517> um,<00:20:26.994> it<00:20:27.471> is—it<00:20:27.948> is<00:20:28.425> the<00:20:28.902> difference<00:20:29.378> of<00:20:29.855> why<00:20:30.332> Brunt<00:20:30.809> is<00:20:31.286> where<00:20:31.763> we<00:20:32.240> are.

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And<00:20:32.960> along<00:20:33.280> the<00:20:33.360> way,<00:20:33.840> after<00:20:34.240> all<00:20:34.400> that<00:20:34.560> work<00:20:34.760> of<00:20:34.880> dealing<00:20:35.120> with<00:20:35.240> those<00:20:35.400> end<00:20:35.520> customers,<00:20:36.720> we<00:20:37.000> end<00:20:37.160> up<00:20:37.320> naming<00:20:37.720> the<00:20:37.800> products<00:20:38.240> after<00:20:38.480> the<00:20:38.600> people<00:20:38.840> that<00:20:38.960> we<00:20:39.040> spent<00:20:39.280> the

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most<00:20:39.665> time<00:20:39.970> on.<00:20:40.275> So,<00:20:40.580> the—the<00:20:40.885> UF<00:20:41.190> original<00:20:41.495> boot,<00:20:41.800> Matt<00:20:42.105> the<00:20:42.410> Maron<00:20:42.715> boot,<00:20:43.020> is<00:20:43.325> named<00:20:43.630> after<00:20:43.935> Matt<00:20:44.240> Maron.

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He<00:20:44.887> was<00:20:45.135> my—I<00:20:45.382> went<00:20:45.629> to<00:20:45.876> nursery<00:20:46.124> school<00:20:46.371> with<00:20:46.618> him<00:20:46.865> in<00:20:47.113> Bristol,<00:20:47.360> Connecticut.

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And<00:20:48.200> he<00:20:48.320> was<00:20:48.480> the<00:20:48.560> one<00:20:48.720> that<00:20:48.920> wore<00:20:49.080> a<00:20:49.120> mock<00:20:49.400> toe<00:20:49.560> wedge<00:20:49.800> his<00:20:49.880> whole<00:20:50.080> career.

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And<00:20:51.240> I<00:20:51.280> said,<00:20:51.520> "What<00:20:51.640> are<00:20:51.680> the<00:20:51.760> things<00:20:52.000> you<00:20:52.120> like<00:20:52.360> and<00:20:52.480> don't<00:20:52.680> like?"

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And<00:20:53.040> he<00:20:53.120> said,<00:20:53.280> "It's<00:20:53.480> too<00:20:53.600> expensive.<00:20:54.440> I<00:20:54.480> have<00:20:54.600> to<00:20:54.680> replace<00:20:55.000> it<00:20:55.080> every<00:20:55.240> 9<00:20:55.440> months.

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It's<00:20:55.800> too<00:20:55.880> expensive.<00:20:56.760> The<00:20:56.880> leather's<00:20:57.240> painful<00:20:57.640> to<00:20:57.720> break<00:20:58.040> in<00:20:58.240> and<00:20:58.360> the<00:20:58.440> sole<00:20:58.640> wears<00:20:58.920> out."

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So,<00:20:59.680> we<00:20:59.800> priced<00:21:00.240> it<00:21:00.640> 25%<00:21:01.400> lower<00:21:01.600> than<00:21:01.760> the<00:21:01.840> market.

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We<00:21:03.012> made<00:21:03.264> it<00:21:03.516> uh,<00:21:03.768> right<00:21:04.020> out<00:21:04.272> of<00:21:04.524> the<00:21:04.776> box,<00:21:05.028> no<00:21:05.280> break-in.

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So,<00:21:05.589> you<00:21:05.737> don't<00:21:05.886> have<00:21:06.034> to<00:21:06.183> wear<00:21:06.331> it.<00:21:06.480> You<00:21:06.629> don't<00:21:06.777> have<00:21:06.926> to<00:21:07.074> break<00:21:07.223> it<00:21:07.371> in,<00:21:07.520> you<00:21:07.669> don't<00:21:07.817> have<00:21:07.966> to<00:21:08.114> wear<00:21:08.263> it<00:21:08.411> in<00:21:08.560> the<00:21:08.709> shower,<00:21:08.857> and<00:21:09.006> then<00:21:09.154> we<00:21:09.303> rubber-skinned<00:21:09.451> our<00:21:09.600> soles,

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so<00:21:10.182> they<00:21:10.403> last,<00:21:10.625> you<00:21:10.847> know,<00:21:11.068> almost<00:21:11.290> twice<00:21:11.512> as<00:21:11.733> long,<00:21:11.955> so<00:21:12.177> we<00:21:12.398> didn't<00:21:12.620> have<00:21:12.842> to<00:21:13.063> replace—throw<00:21:13.285> the—he<00:21:13.507> would<00:21:13.728> throw<00:21:13.950> the<00:21:14.172> boot<00:21:14.393> out<00:21:14.615> instead<00:21:14.837> of<00:21:15.058> resoling<00:21:15.280> it.

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And<00:21:15.600> so,<00:21:15.720> we<00:21:15.800> solved<00:21:16.080> those<00:21:16.200> problems.<00:21:17.160> It's<00:21:17.240> our<00:21:17.320> number<00:21:17.600> one<00:21:17.800> boot<00:21:18.840> since<00:21:19.000> the<00:21:19.080> day<00:21:19.240> we<00:21:19.360> launched<00:21:19.600> the<00:21:19.640> company.

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We<00:21:20.240> sold<00:21:20.480> over<00:21:20.640> 2<00:21:20.880> million<00:21:21.200> pairs<00:21:21.600> of<00:21:21.720> that.

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It<00:21:22.280> is<00:21:22.760> our<00:21:22.880> number<00:21:23.120> one<00:21:23.320> boot<00:21:23.560> with<00:21:23.720> our<00:21:23.840> wholesale<00:21:24.240> partners<00:21:24.600> and<00:21:24.680> retail<00:21:25.000> partners,<00:21:25.640> and<00:21:25.760> it<00:21:25.880> was<00:21:26.520> literally<00:21:26.880> just<00:21:27.080> listening<00:21:27.520> to<00:21:27.640> the<00:21:27.760> end<00:21:27.880> consumer<00:21:28.280> of<00:21:28.400> what<00:21:28.560> they

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wanted<00:21:29.080> and<00:21:29.120> what<00:21:29.240> they<00:21:29.360> needed.<00:21:30.240> We<00:21:30.360> just<00:21:30.560> delivered<00:21:30.920> it<00:21:31.000> back<00:21:31.240> to<00:21:31.360> them.

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And<00:21:33.080> it's<00:21:33.200> completely<00:21:33.640> changed<00:21:34.040> the<00:21:34.160> trajectory<00:21:34.640> of<00:21:34.680> the<00:21:34.760> company.

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What<00:21:36.893> do<00:21:37.187> you<00:21:37.480> think?<00:21:37.773> Like,<00:21:38.067> it's—it's—it's<00:21:38.360> really<00:21:38.653> interesting<00:21:38.947> because<00:21:39.240> e-commerce<00:21:39.533> has<00:21:39.827> actually<00:21:40.120> kind<00:21:40.413> of<00:21:40.707> been<00:21:41.000> uh,<00:21:41.293> kind<00:21:41.587> of<00:21:41.880> been<00:21:42.173> on<00:21:42.467> a<00:21:42.760> bit<00:21:43.053> of<00:21:43.347> a<00:21:43.640> downside

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because<00:21:44.440> of<00:21:44.520> tariffs<00:21:44.960> and<00:21:45.080> things<00:21:45.280> like<00:21:45.440> that.<00:21:45.840> And<00:21:46.640> just<00:21:46.880> the<00:21:47.000> challenges<00:21:47.800> of<00:21:47.920> everything.

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And<00:21:48.520> you've<00:21:48.680> got<00:21:48.880> like<00:21:49.080> these<00:21:49.320> big,<00:21:49.920> you<00:21:50.000> know,<00:21:50.160> enormous<00:21:50.600> corporations<00:21:51.200> like<00:21:51.440> Amazon<00:21:52.000> who<00:21:52.120> kind<00:21:52.320> of<00:21:52.400> just<00:21:53.280> take<00:21:53.520> what<00:21:53.680> people<00:21:53.920> are<00:21:54.040> doing<00:21:54.400> and<00:21:54.800> resell<00:21:55.360> it<00:21:55.520> under<00:21:55.920> their

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brand.<00:21:56.840> And<00:21:56.920> like,<00:21:57.280> it's<00:21:57.440> a<00:21:57.520> really<00:21:57.800> kind<00:21:58.000> of<00:21:58.080> like<00:21:58.280> interesting<00:21:59.080> time<00:21:59.440> to<00:21:59.560> be<00:21:59.680> into<00:21:59.960> e-commerce.

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And<00:22:01.807> you<00:22:02.253> have<00:22:02.700> just<00:22:03.147> skyrocketed<00:22:03.593> through<00:22:04.040> all<00:22:04.487> of<00:22:04.933> these<00:22:05.380> headwinds,<00:22:05.827> which—which<00:22:06.273> is<00:22:06.720> remarkable.

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Where<00:22:08.000> do<00:22:08.120> you<00:22:08.200> think<00:22:08.440> the<00:22:08.560> state<00:22:09.040> of<00:22:09.240> the<00:22:09.400> industry<00:22:10.000> is<00:22:10.280> overall,<00:22:11.280> e-commerce?

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I<00:22:13.160> would<00:22:13.400> say<00:22:14.800> it<00:22:15.000> is<00:22:15.280> definitely<00:22:15.680> trending<00:22:16.040> down.

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Um,<00:22:17.440> no<00:22:17.600> doubt<00:22:17.800> about<00:22:18.120> it.<00:22:18.640> Uh,<00:22:18.720> because<00:22:20.680> if<00:22:20.800> you<00:22:20.880> think<00:22:21.080> about,<00:22:21.240> you<00:22:21.320> know,<00:22:21.440> we're<00:22:21.560> in<00:22:21.640> 2026<00:22:22.400> now.

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In<00:22:22.949> 2010,<00:22:23.217> 2012<00:22:23.486> was<00:22:23.754> when<00:22:24.023> people<00:22:24.291> like—you<00:22:24.560> could<00:22:24.829> pretty<00:22:25.097> much,<00:22:25.366> if<00:22:25.634> you<00:22:25.903> just<00:22:26.171> knew<00:22:26.440> how<00:22:26.709> to<00:22:26.977> sell<00:22:27.246> on<00:22:27.514> the<00:22:27.783> internet,<00:22:28.051> and<00:22:28.320> if<00:22:28.589> you<00:22:28.857> knew<00:22:29.126> how<00:22:29.394> to<00:22:29.663> run<00:22:29.931> a<00:22:30.200> Facebook

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ad,<00:22:31.280> you<00:22:31.360> could<00:22:31.480> have<00:22:31.680> almost<00:22:31.960> any<00:22:32.120> product,<00:22:32.760> you<00:22:32.840> could<00:22:33.000> put<00:22:33.160> money<00:22:33.400> in<00:22:33.520> the<00:22:33.600> machine,<00:22:34.680> and<00:22:34.760> more<00:22:34.960> money<00:22:35.200> would<00:22:35.360> come<00:22:35.600> out.

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It<00:22:36.222> was—it<00:22:36.524> was<00:22:36.825> an<00:22:37.127> incredible<00:22:37.429> game<00:22:37.731> and<00:22:38.033> a<00:22:38.335> time<00:22:38.636> to<00:22:38.938> be<00:22:39.240> alive.

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I<00:22:39.861> wish<00:22:40.083> I<00:22:40.304> was—I<00:22:40.526> started<00:22:40.747> a<00:22:40.969> business<00:22:41.190> back<00:22:41.411> then,<00:22:41.633> but<00:22:41.854> I'm<00:22:42.076> partly—I<00:22:42.297> wish<00:22:42.519> I<00:22:42.740> did,<00:22:42.961> but<00:22:43.183> I'm<00:22:43.404> partly<00:22:43.626> glad<00:22:43.847> I<00:22:44.069> didn't<00:22:44.290> 'cause<00:22:44.511> I<00:22:44.733> would<00:22:44.954> have<00:22:45.176> learned<00:22:45.397> some<00:22:45.619> bad<00:22:45.840> habits.

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What<00:22:47.334> it<00:22:47.748> taught<00:22:48.162> me<00:22:48.576> though<00:22:48.990> was<00:22:49.404> in<00:22:49.818> the<00:22:50.232> late—late<00:22:50.646> teens,<00:22:51.060> 20—late<00:22:51.474> teens<00:22:51.888> into<00:22:52.302> the<00:22:52.716> early<00:22:53.130> 20s,<00:22:53.544> when<00:22:53.958> we<00:22:54.372> launched,<00:22:54.786> was<00:22:55.200> the

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tide<00:22:55.686> shifted.<00:22:56.092> And<00:22:56.498> you<00:22:56.904> couldn't<00:22:57.310> just—if<00:22:57.716> you<00:22:58.122> just<00:22:58.528> had<00:22:58.934> a<00:22:59.340> random<00:22:59.746> product<00:23:00.152> that<00:23:00.558> you<00:23:00.964> could<00:23:01.370> run<00:23:01.776> ads<00:23:02.182> on,<00:23:02.588> it<00:23:02.994> no<00:23:03.400> longer—game

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no<00:23:03.760> longer<00:23:04.120> worked<00:23:04.480> and<00:23:04.600> the<00:23:04.720> tide<00:23:05.160> washed<00:23:05.680> everyone<00:23:06.120> out.

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So,<00:23:06.722> the<00:23:07.044> only<00:23:07.367> people<00:23:07.689> that—that<00:23:08.011> came<00:23:08.333> out<00:23:08.656> on<00:23:08.978> the<00:23:09.300> other<00:23:09.622> side<00:23:09.944> of<00:23:10.267> that<00:23:10.589> were<00:23:10.911> people<00:23:11.233> that<00:23:11.556> actually<00:23:11.878> built<00:23:12.200> brands.

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If<00:23:13.600> you<00:23:13.760> just<00:23:14.200> build<00:23:15.000> an<00:23:15.320> operationalized<00:23:16.840> product<00:23:17.440> engine<00:23:17.920> that<00:23:18.120> knew<00:23:18.240> how<00:23:18.360> to<00:23:18.480> sell,<00:23:19.200> they<00:23:19.320> got<00:23:19.520> washed<00:23:19.840> out<00:23:20.080> and<00:23:20.160> you've<00:23:20.320> seen<00:23:20.520> all<00:23:20.680> the<00:23:20.760> headlines,<00:23:21.240> some<00:23:21.360> of<00:23:21.440> the

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biggest<00:23:21.800> companies,<00:23:22.320> billion-dollar<00:23:22.880> brands<00:23:23.520> washed<00:23:23.880> out.

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you've<00:23:33.840> got<00:23:34.320> the<00:23:34.440> Gymshark,<00:23:35.360> you've<00:23:35.520> got<00:23:36.640> the<00:23:37.600> um,<00:23:38.320> the<00:23:38.440> Figs,<00:23:39.240> like<00:23:39.480> people<00:23:39.760> that<00:23:40.000> really<00:23:40.240> invested<00:23:40.760> in<00:23:40.880> brand<00:23:41.560> when<00:23:41.760> the

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tide<00:23:42.210> washed<00:23:42.540> out<00:23:42.870> e-commerce,<00:23:43.200> which<00:23:43.530> is<00:23:43.860> a<00:23:44.190> tactic,<00:23:44.520> it's<00:23:44.850> a<00:23:45.180> channel,<00:23:45.510> it's<00:23:45.840> a<00:23:46.170> strat—but<00:23:46.500> it's<00:23:46.830> a<00:23:47.160> tactic.

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The<00:23:48.320> tactics<00:23:48.760> go<00:23:48.920> away<00:23:49.240> when<00:23:49.400> you<00:23:49.440> don't<00:23:49.600> have<00:23:49.680> a<00:23:49.760> brand.

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When<00:23:50.040> you<00:23:50.080> have<00:23:50.200> a<00:23:50.280> brand,<00:23:51.120> almost<00:23:51.480> any<00:23:51.680> tactic<00:23:52.120> can<00:23:52.240> work<00:23:52.640> for<00:23:52.760> the<00:23:52.840> most<00:23:53.080> part.

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And<00:23:53.760> so,<00:23:54.320> whether<00:23:54.560> you're<00:23:54.680> on<00:23:54.800> e-commerce,<00:23:55.360> whether<00:23:55.520> you're<00:23:55.640> in<00:23:55.760> physical<00:23:56.160> retail,<00:23:56.640> own<00:23:56.840> retail,<00:23:57.640> if<00:23:57.680> you<00:23:57.760> have<00:23:57.840> a<00:23:57.920> brand,<00:23:58.320> you<00:23:58.440> can<00:23:58.640> kind<00:23:58.840> of<00:23:58.920> weather<00:23:59.200> any<00:23:59.360> storm<00:23:59.880> and

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that<00:24:00.329> was<00:24:00.578> really<00:24:00.827> what<00:24:01.076> I<00:24:01.324> learned<00:24:01.573> and<00:24:01.822> so,<00:24:02.071> I<00:24:02.320> think<00:24:02.569> generally<00:24:02.818> it's<00:24:03.067> hard<00:24:03.316> for<00:24:03.564> people<00:24:03.813> to<00:24:04.062> un—to<00:24:04.311> wrap<00:24:04.560> their<00:24:04.809> head<00:24:05.058> around<00:24:05.307> what<00:24:05.556> we<00:24:05.804> talked<00:24:06.053> about<00:24:06.302> of<00:24:06.551> how<00:24:06.800> to

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build<00:24:07.080> a<00:24:07.120> brand,<00:24:07.480> too.<00:24:07.720> Most<00:24:07.920> people<00:24:08.120> don't<00:24:08.360> do<00:24:08.480> it,<00:24:08.560> they<00:24:08.640> just<00:24:08.880> skip<00:24:09.120> to<00:24:09.240> it.

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They<00:24:09.480> go<00:24:09.640> right<00:24:09.840> to<00:24:09.920> product<00:24:10.280> and<00:24:10.360> right<00:24:10.520> to<00:24:10.600> marketing.<00:24:11.800> And<00:24:12.000> so,<00:24:12.320> because<00:24:12.680> of<00:24:12.760> that,<00:24:13.000> e-commerce<00:24:13.480> is<00:24:13.600> on<00:24:13.720> this<00:24:13.920> general<00:24:14.440> downward<00:24:14.920> trend,<00:24:15.760> but<00:24:15.920> you<00:24:16.040> have<00:24:16.280> brands<00:24:16.760> like

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Bombas<00:24:17.480> and<00:24:17.600> some<00:24:17.720> of<00:24:17.800> the<00:24:17.880> other<00:24:18.040> folks<00:24:18.320> that<00:24:18.480> I<00:24:18.520> named<00:24:18.840> that<00:24:19.000> are<00:24:19.920> instead<00:24:20.240> of<00:24:20.320> down,<00:24:20.880> they're<00:24:21.040> actually<00:24:21.320> skyrocketing<00:24:22.240> because<00:24:23.480> there's<00:24:23.680> very<00:24:23.960> few<00:24:24.200> brands,<00:24:24.920> new

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brands<00:24:25.600> being<00:24:25.840> built<00:24:26.160> that<00:24:26.360> mean<00:24:26.640> something<00:24:27.040> to<00:24:27.160> a<00:24:27.240> core<00:24:27.440> group<00:24:27.600> of<00:24:27.720> people.

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And<00:24:28.080> when<00:24:28.200> you<00:24:28.320> do<00:24:28.560> that,<00:24:29.720> it's<00:24:29.960> the<00:24:30.080> opposite.

00:24:30.520 --> 00:24:38.600
You<00:24:30.772> buck<00:24:31.024> the<00:24:31.276> trend.<00:24:31.527> You<00:24:31.779> go<00:24:32.031> skyrocket<00:24:32.283> when<00:24:32.535> everyone<00:24:32.787> else<00:24:33.039> is<00:24:33.290> going<00:24:33.542> down<00:24:33.794> and<00:24:34.046> I—I—and<00:24:34.298> so,<00:24:34.550> as<00:24:34.801> I<00:24:35.053> take<00:24:35.305> a<00:24:35.557> step<00:24:35.809> back<00:24:36.061> from<00:24:36.313> a<00:24:36.564> macro<00:24:36.816> look<00:24:37.068> at<00:24:37.320> e-commerce,

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that's<00:24:38.880> the<00:24:39.000> fundamental<00:24:39.400> difference.<00:24:39.720> And<00:24:39.800> you<00:24:39.880> think<00:24:40.040> about<00:24:40.320> like<00:24:40.480> you<00:24:40.560> talked<00:24:40.760> about<00:24:40.960> Amazon,<00:24:41.400> if<00:24:41.560> they<00:24:41.680> copy<00:24:42.000> everyone<00:24:42.360> and<00:24:42.440> they<00:24:42.520> do<00:24:43.760> that,<00:24:44.000> doesn't<00:24:44.240> bother<00:24:44.480> me

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at<00:24:44.853> all<00:24:45.107> because<00:24:45.360> the—they<00:24:45.613> have—they<00:24:45.867> can<00:24:46.120> build<00:24:46.373> product,<00:24:46.627> they<00:24:46.880> have<00:24:47.133> great<00:24:47.387> factories,<00:24:47.640> but<00:24:47.893> they<00:24:48.147> are<00:24:48.400> not<00:24:48.653> in<00:24:48.907> the<00:24:49.160> business<00:24:49.413> of<00:24:49.667> building<00:24:49.920> brands.

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They<00:24:51.240> built<00:24:51.560> their<00:24:51.880> own<00:24:52.200> brand<00:24:52.520> and<00:24:52.840> obviously<00:24:53.160> and<00:24:53.480> they<00:24:53.800> carry<00:24:54.120> great<00:24:54.440> brands<00:24:54.760> and<00:24:55.080> they<00:24:55.400> sell<00:24:55.720> great<00:24:56.040> brands,<00:24:56.360> but<00:24:56.680> they<00:24:57.000> are<00:24:57.320> not—their<00:24:57.640> core<00:24:57.960> DNA<00:24:58.280> is<00:24:58.600> not<00:24:58.920> building

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a<00:24:59.280> brand<00:24:59.640> that<00:24:59.880> really<00:25:00.160> resonates<00:25:00.680> and<00:25:00.760> speaks<00:25:01.080> to<00:25:01.200> a<00:25:01.280> core<00:25:01.480> customer<00:25:02.160> at<00:25:02.320> all.

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What<00:25:03.720> does<00:25:03.880> a<00:25:03.960> typical<00:25:04.360> day<00:25:04.560> look<00:25:04.760> like<00:25:04.920> for<00:25:05.080> you?

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So<00:25:07.710> it's—it's<00:25:07.980> evolved<00:25:08.250> a<00:25:08.520> little<00:25:08.790> bit<00:25:09.060> over<00:25:09.330> the<00:25:09.600> years.

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Um,<00:25:11.044> so<00:25:11.407> it's<00:25:11.771> a—so<00:25:12.135> I've<00:25:12.498> got<00:25:12.862> an<00:25:13.225> 8-year-old<00:25:13.589> now<00:25:13.953> and<00:25:14.316> I<00:25:14.680> got<00:25:15.044> a<00:25:15.407> 5-year-old<00:25:15.771> and<00:25:16.135> so<00:25:16.498> my<00:25:16.862> 5-year-old—my<00:25:17.225> 8-year-old<00:25:17.589> actually<00:25:17.953> wakes<00:25:18.316> up<00:25:18.680> at

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about<00:25:19.162> 5:00,<00:25:19.564> 5:07<00:25:19.966> pretty<00:25:20.368> much<00:25:20.770> every<00:25:21.172> day<00:25:21.574> is<00:25:21.976> usually<00:25:22.378> the<00:25:22.780> number<00:25:23.182> and<00:25:23.584> he's<00:25:23.986> uh,<00:25:24.388> to<00:25:24.790> go<00:25:25.192> downstairs,<00:25:25.594> get<00:25:25.996> the<00:25:26.398> day<00:25:26.800> going,

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get<00:25:27.389> breakfast<00:25:27.658> and<00:25:27.926> so<00:25:28.195> um,<00:25:28.464> and<00:25:28.733> then<00:25:29.002> so<00:25:29.270> that's<00:25:29.539> the<00:25:29.808> 8-year-old<00:25:30.077> so<00:25:30.346> he's<00:25:30.614> ready<00:25:30.883> to<00:25:31.152> go,<00:25:31.421> ready<00:25:31.690> to—he's—his<00:25:31.958> name<00:25:32.227> is<00:25:32.496> Maverick<00:25:32.765> and<00:25:33.034> the<00:25:33.302> company<00:25:33.571> is<00:25:33.840> actually

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named<00:25:34.320> after<00:25:34.520> him,<00:25:34.600> Maverick<00:25:34.920> Corporation,<00:25:35.400> 'cause<00:25:35.520> that's<00:25:35.640> our<00:25:36.040> legal<00:25:36.320> name.

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So<00:25:36.853> he<00:25:37.107> goes<00:25:37.360> down,<00:25:37.613> get<00:25:37.867> him<00:25:38.120> situated,<00:25:38.373> then<00:25:38.627> we've<00:25:38.880> got<00:25:39.133> the<00:25:39.387> 5-year-old<00:25:39.640> who<00:25:39.893> actually<00:25:40.147> sleep—he'd<00:25:40.400> sleep<00:25:40.653> until<00:25:40.907> 10:00<00:25:41.160> if<00:25:41.413> you<00:25:41.667> let<00:25:41.920> him,<00:25:42.173> but<00:25:42.427> we<00:25:42.680> got<00:25:42.933> to<00:25:43.187> get<00:25:43.440> him

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ready<00:25:43.803> for<00:25:44.086> school.<00:25:44.369> So<00:25:44.652> my—my<00:25:44.935> wife—uh,<00:25:45.218> wife<00:25:45.502> and<00:25:45.785> I<00:25:46.068> get<00:25:46.351> them<00:25:46.634> ready<00:25:46.917> to<00:25:47.200> go.

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Um,<00:25:48.544> I'm<00:25:48.887> usually<00:25:49.231> in<00:25:49.575> between<00:25:49.918> that<00:25:50.262> period<00:25:50.605> where<00:25:50.949> uh,<00:25:51.293> I'm—we're<00:25:51.636> dealing<00:25:51.980> with<00:25:52.324> Maverick<00:25:52.667> the<00:25:53.011> 8-year-old<00:25:53.355> and<00:25:53.698> Jagger<00:25:54.042> the<00:25:54.385> 5-year-old<00:25:54.729> where<00:25:55.073> there's<00:25:55.416> a<00:25:55.760> little

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gap.<00:25:56.240> That's<00:25:56.480> usually<00:25:56.720> where<00:25:56.840> I'm<00:25:57.240> first<00:25:57.600> starting<00:25:57.960> to<00:25:58.200> go<00:25:58.360> through<00:25:58.520> my<00:25:58.680> inbox<00:26:00.200> and<00:26:00.400> click,<00:26:00.720> get<00:26:01.480> clear<00:26:01.800> out<00:26:01.960> stuff<00:26:02.240> to<00:26:02.360> like,<00:26:02.600> okay,<00:26:02.840> what's<00:26:03.040> the<00:26:03.120> most<00:26:03.320> important<00:26:03.720> stuff?

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So<00:26:04.484> it's<00:26:04.729> any<00:26:04.973> fire<00:26:05.218> drills,<00:26:05.462> anything<00:26:05.707> come<00:26:05.951> in<00:26:06.196> through<00:26:06.440> and<00:26:06.684> I'm<00:26:06.929> usually<00:26:07.173> up<00:26:07.418> pretty<00:26:07.662> late<00:26:07.907> so<00:26:08.151> there's<00:26:08.396> usually<00:26:08.640> like<00:26:08.884> a<00:26:09.129> 4-<00:26:09.373> to<00:26:09.618> 6-hour<00:26:09.862> window<00:26:10.107> where<00:26:10.351> I'm<00:26:10.596> like,<00:26:10.840> okay,

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did<00:26:11.284> something—something<00:26:11.528> go<00:26:11.772> off<00:26:12.016> the<00:26:12.260> rails<00:26:12.504> that<00:26:12.748> I<00:26:12.992> need<00:26:13.236> to<00:26:13.480> address?

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Um,<00:26:15.023> then<00:26:15.406> we<00:26:15.789> get—my<00:26:16.171> wife<00:26:16.554> takes<00:26:16.937> the—the<00:26:17.320> boys<00:26:17.703> off<00:26:18.086> to<00:26:18.469> school<00:26:18.851> and<00:26:19.234> I<00:26:19.617> go—I<00:26:20.000> live<00:26:20.383> about—I<00:26:20.766> built<00:26:21.149> a<00:26:21.531> house<00:26:21.914> half<00:26:22.297> a<00:26:22.680> mile

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from<00:26:23.120> the<00:26:23.240> office<00:26:23.840> and<00:26:23.960> so<00:26:24.120> I<00:26:24.200> can<00:26:24.360> get<00:26:24.520> to<00:26:24.600> work<00:26:24.800> in<00:26:24.880> about<00:26:25.440> 30<00:26:25.680> seconds.

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Um,<00:26:27.160> which<00:26:27.360> was<00:26:27.520> intentional<00:26:28.280> and<00:26:28.400> by<00:26:28.560> design.

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Um,<00:26:29.722> it<00:26:29.924> was<00:26:30.126> great<00:26:30.328> for<00:26:30.530> the<00:26:30.731> first<00:26:30.933> few<00:26:31.135> years.<00:26:31.337> I'm<00:26:31.539> not<00:26:31.741> sure<00:26:31.943> it<00:26:32.145> is<00:26:32.347> anymore,<00:26:32.549> but—but<00:26:32.750> we'll<00:26:32.952> figure<00:26:33.154> that<00:26:33.356> out<00:26:33.558> longer<00:26:33.760> term.

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Get<00:26:34.820> to<00:26:35.080> the<00:26:35.340> office<00:26:35.600> and<00:26:35.860> then<00:26:36.120> my<00:26:36.380> first<00:26:36.640> order<00:26:36.900> of<00:26:37.160> business<00:26:37.420> every<00:26:37.680> day<00:26:37.940> is—so<00:26:38.200> if<00:26:38.460> there<00:26:38.720> was<00:26:38.980> any<00:26:39.240> fire<00:26:39.500> drills<00:26:39.760> that<00:26:40.020> came<00:26:40.280> out<00:26:40.540> that<00:26:40.800> I<00:26:41.060> needed<00:26:41.320> to<00:26:41.580> address,<00:26:41.840> put

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them<00:26:42.247> down<00:26:42.534> on<00:26:42.821> a<00:26:43.109> piece<00:26:43.396> of<00:26:43.683> paper.<00:26:43.970> I<00:26:44.257> then<00:26:44.544> reorder,<00:26:44.831> so<00:26:45.119> I<00:26:45.406> have<00:26:45.693> a—I<00:26:45.980> have<00:26:46.267> a<00:26:46.554> sheet<00:26:46.841> of—sheet<00:26:47.129> of<00:26:47.416> paper<00:26:47.703> I<00:26:47.990> fold<00:26:48.277> in<00:26:48.564> half<00:26:48.851> every<00:26:49.139> single<00:26:49.426> day<00:26:49.713> and<00:26:50.000> I—I

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all<00:26:50.440> my<00:26:50.640> large<00:26:51.120> responsibilities<00:26:52.800> based<00:26:53.120> on<00:26:53.240> different<00:26:53.560> buckets.

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Is<00:26:54.040> it<00:26:54.120> strategy?<00:26:54.720> Is<00:26:54.840> it<00:26:54.960> people?<00:26:55.520> Is<00:26:55.680> it<00:26:56.680> all<00:26:56.840> the<00:26:56.920> different<00:26:57.120> facets<00:26:57.400> of<00:26:57.440> the<00:26:57.520> business?

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And<00:26:58.240> then<00:26:59.760> even<00:27:00.000> if<00:27:00.120> it's<00:27:00.360> duplicative,<00:27:01.760> I<00:27:02.120> rewrite<00:27:02.800> that<00:27:03.120> sheet<00:27:03.400> every<00:27:03.600> single<00:27:03.920> day<00:27:04.240> and<00:27:04.400> reorder<00:27:04.960> the<00:27:05.080> things<00:27:05.360> in<00:27:05.520> order<00:27:05.720> of<00:27:05.840> importance.

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And<00:27:06.760> then<00:27:06.920> at<00:27:07.040> the<00:27:07.160> end<00:27:07.320> of<00:27:07.400> that,<00:27:07.680> so<00:27:07.760> it<00:27:07.840> takes<00:27:08.040> about<00:27:08.240> 20<00:27:08.440> minutes.

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I<00:27:08.640> have<00:27:08.840> coffee<00:27:09.280> and<00:27:09.440> I'm<00:27:09.520> getting<00:27:09.720> my<00:27:09.800> day<00:27:09.920> order.<00:27:10.760> And<00:27:11.040> out<00:27:11.240> of<00:27:11.320> that<00:27:11.520> list,<00:27:11.800> I<00:27:11.880> then<00:27:12.080> take<00:27:12.400> like<00:27:12.600> the<00:27:12.720> three<00:27:13.000> or<00:27:13.120> four<00:27:13.360> things<00:27:13.960> that<00:27:14.120> it's<00:27:14.240> like,<00:27:14.480> I<00:27:14.600> have<00:27:14.840> to<00:27:14.920> focus<00:27:15.240> on

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these<00:27:15.520> today.<00:27:16.000> By<00:27:16.160> the<00:27:16.280> end<00:27:16.440> of<00:27:16.480> the<00:27:16.560> day,<00:27:16.760> I<00:27:16.800> have<00:27:16.960> to<00:27:17.040> get<00:27:17.160> these<00:27:17.320> done.

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Because<00:27:18.828> otherwise,<00:27:19.096> I—there's—I<00:27:19.364> could—there's<00:27:19.632> a<00:27:19.900> million<00:27:20.168> things<00:27:20.436> I<00:27:20.704> could<00:27:20.972> deal<00:27:21.240> with.

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And<00:27:21.680> so,<00:27:21.960> first<00:27:22.240> it's<00:27:22.360> firefighting<00:27:22.920> and<00:27:23.000> then<00:27:23.120> it's<00:27:23.280> bigger<00:27:23.480> issues<00:27:23.800> that<00:27:23.920> I<00:27:23.960> want<00:27:24.080> to<00:27:24.160> get<00:27:24.280> done.

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Some<00:27:24.680> days,<00:27:25.320> I<00:27:25.400> walk<00:27:25.720> in,<00:27:26.160> right?

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Most<00:27:26.960> days,<00:27:27.200> there's<00:27:27.440> usually<00:27:27.720> fires<00:27:28.080> I<00:27:28.160> need<00:27:28.360> to<00:27:28.440> put<00:27:28.680> out.

00:27:29.040 --> 00:27:32.840
You<00:27:29.120> know,<00:27:29.240> the<00:27:29.320> business<00:27:29.600> is<00:27:29.680> getting<00:27:29.920> bigger<00:27:30.120> and<00:27:30.240> more<00:27:30.360> mature,<00:27:30.680> so<00:27:30.760> that's<00:27:30.960> happening<00:27:31.280> less<00:27:31.480> and<00:27:31.560> less<00:27:31.720> and<00:27:31.800> less.

00:27:32.840 --> 00:27:37.560
But<00:27:33.560> the<00:27:33.640> role<00:27:33.920> of<00:27:34.040> CEO<00:27:34.440> and<00:27:34.520> a<00:27:34.560> founder<00:27:34.960> is<00:27:35.080> your<00:27:35.280> chief<00:27:35.560> firefighting<00:27:36.160> officer<00:27:36.440> most<00:27:36.680> of<00:27:36.760> the<00:27:36.840> time.

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It's<00:27:37.680> not<00:27:37.840> as<00:27:37.920> sexy<00:27:38.240> as<00:27:38.400> everyone<00:27:38.720> thinks.<00:27:39.440> But<00:27:39.600> then<00:27:39.880> when<00:27:40.040> I<00:27:40.080> clear<00:27:40.360> that<00:27:40.520> stuff,<00:27:40.920> I<00:27:41.000> can<00:27:41.200> then<00:27:41.440> focus<00:27:42.000> on<00:27:42.800> the<00:27:42.960> actual<00:27:43.400> big<00:27:43.640> stuff<00:27:43.920> that's<00:27:44.080> going<00:27:44.200> to<00:27:44.280> move<00:27:44.520> the<00:27:44.600> business

00:27:44.920 --> 00:27:47.280
forward<00:27:45.320> and<00:27:45.440> move<00:27:45.560> the<00:27:45.680> company<00:27:46.000> forward<00:27:46.320> and<00:27:46.440> so<00:27:46.600> on,<00:27:46.720> so<00:27:46.880> forth.

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And<00:27:47.760> my<00:27:47.880> day<00:27:48.080> is<00:27:48.200> generally<00:27:48.640> filled<00:27:48.960> up<00:27:49.840> from<00:27:50.160> the<00:27:50.280> hours<00:27:50.560> of<00:27:50.600> 9:00<00:27:50.760> to<00:27:50.880> 5:00,<00:27:51.360> general<00:27:51.680> working<00:27:52.000> hours.

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Every<00:27:52.600> 15-minute<00:27:53.160> block<00:27:53.480> is<00:27:53.600> generally<00:27:53.960> blocked<00:27:54.320> for<00:27:54.520> meetings<00:27:55.040> and<00:27:55.200> one-on-ones<00:27:55.880> and<00:27:56.000> outside<00:27:56.400> vendors<00:27:56.760> and<00:27:56.880> so<00:27:57.000> on,<00:27:57.080> so<00:27:57.240> forth.

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And<00:27:58.400> then<00:27:59.440> um,<00:27:59.560> and<00:27:59.680> then<00:27:59.800> that<00:27:59.920> clears<00:28:00.280> up.

00:28:01.160 --> 00:28:03.600
And<00:28:01.240> then<00:28:01.360> I<00:28:01.440> get<00:28:01.560> about<00:28:01.760> an<00:28:01.880> hour<00:28:02.120> or<00:28:02.200> two<00:28:02.520> before<00:28:02.800> I<00:28:02.880> go<00:28:03.000> home.

00:28:03.600 --> 00:28:08.320
I<00:28:03.720> go<00:28:04.040> then<00:28:04.360> because<00:28:04.600> I<00:28:04.640> live<00:28:04.800> so<00:28:04.920> close,<00:28:05.960> I<00:28:06.040> pop<00:28:06.720> uh,<00:28:07.640> I'll<00:28:07.720> pop<00:28:07.960> home.

00:28:08.320 --> 00:28:11.800
I'll<00:28:08.440> have<00:28:08.600> dinner<00:28:08.800> with<00:28:08.960> my<00:28:09.080> family,<00:28:09.520> dinner<00:28:09.720> with<00:28:09.840> my<00:28:09.960> wife<00:28:10.200> and<00:28:10.280> my<00:28:10.400> two<00:28:10.600> boys.

00:28:11.800 --> 00:28:16.480
Um,<00:28:12.101> I<00:28:12.403> will<00:28:12.704> then—which<00:28:13.005> sounds<00:28:13.307> crazy<00:28:13.608> because<00:28:13.909> I<00:28:14.211> live<00:28:14.512> so<00:28:14.813> close,<00:28:15.115> is<00:28:15.416> why<00:28:15.717> I<00:28:16.019> did<00:28:16.320> this.

00:28:16.480 --> 00:28:22.840
I<00:28:16.560> will<00:28:16.720> then<00:28:16.880> actually<00:28:17.120> come<00:28:17.320> back<00:28:17.560> to<00:28:17.680> the<00:28:17.840> office<00:28:18.280> around<00:28:18.640> 7:00<00:28:19.880> while<00:28:20.040> my<00:28:20.240> wife<00:28:20.760> gets<00:28:21.000> the<00:28:21.080> boys<00:28:21.320> ready<00:28:21.520> for<00:28:21.680> bed.

00:28:22.840 --> 00:28:25.200
And<00:28:22.960> then<00:28:23.120> I<00:28:23.200> will<00:28:23.400> go<00:28:23.640> back<00:28:24.080> at<00:28:24.280> 8:00<00:28:24.480> p.m.

00:28:25.200 --> 00:28:31.640
to<00:28:25.360> read<00:28:25.560> books<00:28:26.040> to<00:28:26.160> my<00:28:26.320> 5-year-old.<00:28:27.080> My<00:28:27.200> wife<00:28:27.440> gets<00:28:27.640> the<00:28:27.720> 8-year-old<00:28:28.080> down<00:28:28.440> and<00:28:28.560> I<00:28:28.640> read<00:28:28.880> books<00:28:29.160> to<00:28:29.280> my<00:28:29.400> 5-year-old<00:28:30.000> for<00:28:30.080> about<00:28:30.320> a<00:28:30.360> half<00:28:30.600> an<00:28:30.720> hour.

00:28:31.640 --> 00:28:38.120
Get<00:28:31.800> him<00:28:31.960> to<00:28:32.040> fall<00:28:32.240> asleep.<00:28:33.400> And<00:28:33.600> then<00:28:33.800> I<00:28:33.880> will<00:28:34.000> then<00:28:34.160> come<00:28:34.400> back<00:28:34.640> to<00:28:34.760> the<00:28:34.920> office<00:28:35.760> at<00:28:35.920> about<00:28:36.360> 8:30-ish.

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And<00:28:38.600> sometimes<00:28:39.040> I<00:28:39.080> can<00:28:39.240> be<00:28:39.360> here<00:28:39.600> for<00:28:39.920> an<00:28:40.120> hour<00:28:40.560> or<00:28:40.640> so.

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Uh,<00:28:41.960> other<00:28:42.200> times,<00:28:42.440> I<00:28:42.680> try<00:28:42.920> not<00:28:43.160> to<00:28:43.400> push<00:28:43.640> it<00:28:43.880> far<00:28:44.120> farther<00:28:44.360> than<00:28:44.600> like<00:28:44.840> 11:00,<00:28:45.080> 11:30<00:28:45.320> 'cause<00:28:45.560> then<00:28:45.800> I'm—the<00:28:46.040> next<00:28:46.280> day<00:28:46.520> is<00:28:46.760> kind<00:28:47.000> of—kind<00:28:47.240> of<00:28:47.480> gone.

00:28:48.760 --> 00:28:55.680
But<00:28:49.160> because<00:28:49.440> I<00:28:49.480> live<00:28:49.680> so<00:28:49.800> close,<00:28:50.120> there's,<00:28:50.640> you<00:28:50.720> know,<00:28:50.840> four<00:28:51.080> trips<00:28:51.440> basically<00:28:51.880> during<00:28:52.080> the<00:28:52.160> work<00:28:52.400> day<00:28:52.640> that<00:28:52.880> are<00:28:53.320> uh,<00:28:54.040> it<00:28:54.120> sounds<00:28:54.440> crazy<00:28:54.760> to<00:28:54.840> a<00:28:54.880> lot<00:28:55.040> of<00:28:55.120> people,<00:28:55.360> but<00:28:55.440> actually

00:28:55.680 --> 00:29:01.360
it's—it's<00:28:55.865> my<00:28:56.050> version<00:28:56.234> of<00:28:56.419> work-life<00:28:56.604> balance.<00:28:56.789> I<00:28:56.974> get<00:28:57.159> to<00:28:57.343> see<00:28:57.528> my<00:28:57.713> kids<00:28:57.898> in<00:28:58.083> the<00:28:58.268> morning,<00:28:58.452> I<00:28:58.637> get<00:28:58.822> to<00:28:59.007> have<00:28:59.192> dinner<00:28:59.377> with<00:28:59.561> them,<00:28:59.746> and<00:28:59.931> I<00:29:00.116> get<00:29:00.301> to<00:29:00.486> put<00:29:00.670> them<00:29:00.855> to<00:29:01.040> bed,

00:29:01.360 --> 00:29:07.880
but<00:29:01.690> I<00:29:02.020> also<00:29:02.350> get<00:29:02.680> to<00:29:03.010> work<00:29:03.340> from<00:29:03.670> 8:00<00:29:04.000> to<00:29:04.330> 11:00-ish<00:29:04.660> every<00:29:04.990> day<00:29:05.320> and<00:29:05.650> still<00:29:05.980> see<00:29:06.310> my<00:29:06.640> family.

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It's<00:29:08.504> actually<00:29:09.128> remarkable.<00:29:09.752> Wow,<00:29:10.376> that's—that's<00:29:11.000> remarkable.

00:29:12.440 --> 00:29:19.920
Um,<00:29:13.560> give<00:29:13.680> me<00:29:13.800> a<00:29:13.880> sense<00:29:14.160> for<00:29:14.640> like<00:29:14.880> principles<00:29:15.440> of<00:29:15.600> leadership<00:29:16.120> you've<00:29:16.320> learned<00:29:16.640> over<00:29:16.800> the<00:29:16.920> years<00:29:17.320> and<00:29:17.520> how<00:29:17.720> you've<00:29:17.960> changed<00:29:18.360> as<00:29:18.480> a<00:29:18.520> leader<00:29:18.880> and<00:29:19.000> what<00:29:19.240> works<00:29:19.600> and<00:29:19.720> what

00:29:19.920 --> 00:29:28.320
what<00:29:20.430> doesn't<00:29:20.940> for<00:29:21.450> you.<00:29:21.960> Yeah,<00:29:22.470> so<00:29:22.980> as<00:29:23.490> I<00:29:24.000> think<00:29:24.510> about—so,<00:29:25.020> a<00:29:25.530> couple<00:29:26.040> things<00:29:26.550> like<00:29:27.060> things<00:29:27.570> I've<00:29:28.080> heard—it's

00:29:28.320 --> 00:29:34.680
funny<00:29:28.539> when<00:29:28.759> I<00:29:28.978> was—when<00:29:29.197> I<00:29:29.416> wasn't,<00:29:29.636> you<00:29:29.855> know,<00:29:30.074> when<00:29:30.293> I<00:29:30.513> worked<00:29:30.732> for<00:29:30.951> that<00:29:31.170> serial<00:29:31.390> entrepreneur<00:29:31.609> and<00:29:31.828> I<00:29:32.047> was<00:29:32.267> part<00:29:32.486> of<00:29:32.705> a<00:29:32.924> company,<00:29:33.144> I<00:29:33.363> would<00:29:33.582> hear<00:29:33.801> things<00:29:34.021> about<00:29:34.240> leadership,

00:29:34.680 --> 00:29:37.280
but<00:29:35.040> I—but<00:29:35.400> I<00:29:35.760> didn't<00:29:36.120> necessarily<00:29:36.480> believe<00:29:36.840> them.

00:29:37.280 --> 00:29:43.120
Not<00:29:37.515> because<00:29:37.751> I<00:29:37.986> didn't<00:29:38.221> think<00:29:38.456> they<00:29:38.692> were<00:29:38.927> true,<00:29:39.162> it<00:29:39.398> just—I<00:29:39.633> didn't<00:29:39.868> actually<00:29:40.104> experience<00:29:40.339> them<00:29:40.574> myself<00:29:40.809> as<00:29:41.045> a<00:29:41.280> leader.

00:29:43.120 --> 00:29:49.680
Things<00:29:43.727> that<00:29:44.333> I—that<00:29:44.940> I've<00:29:45.547> um,<00:29:46.153> rang<00:29:46.760> true.

00:29:49.680 --> 00:29:57.240
Which<00:29:49.992> is<00:29:50.303> when<00:29:50.615> I<00:29:50.927> was<00:29:51.238> part<00:29:51.550> of<00:29:51.862> the<00:29:52.173> employee<00:29:52.485> population,<00:29:52.797> part<00:29:53.108> of<00:29:53.420> Poolside,<00:29:53.732> it<00:29:54.043> was<00:29:54.355> always<00:29:54.667> employees<00:29:54.978> are<00:29:55.290> your<00:29:55.602> most—like<00:29:55.913> talent<00:29:56.225> and<00:29:56.537> employees<00:29:56.848> are<00:29:57.160> the

00:29:57.240 --> 00:30:02.520
most<00:29:57.440> important<00:29:57.760> thing<00:29:57.880> in<00:29:57.960> the<00:29:58.040> company.<00:29:58.960> And<00:29:59.080> I<00:29:59.120> was<00:29:59.240> like,<00:29:59.360> "Okay,<00:29:59.680> yeah,<00:29:59.880> that<00:30:00.080> sounds<00:30:00.320> nice,<00:30:00.520> but<00:30:00.640> it<00:30:00.720> sounds<00:30:00.880> like<00:30:00.960> you're<00:30:01.080> telling<00:30:01.320> me<00:30:01.440> like<00:30:01.920> I'm<00:30:02.080> important,

00:30:02.520 --> 00:30:10.240
but<00:30:02.680> like<00:30:02.800> you're<00:30:02.920> just<00:30:03.080> saying<00:30:03.320> that."<00:30:04.160> But<00:30:04.240> now<00:30:04.400> that<00:30:04.560> I've<00:30:04.600> been<00:30:04.760> here,<00:30:04.960> like<00:30:06.360> great<00:30:06.640> talent,<00:30:07.080> great<00:30:07.360> hires<00:30:08.480> are<00:30:08.600> the<00:30:08.800> most<00:30:09.240> rewarding<00:30:09.600> part<00:30:09.760> of<00:30:09.840> my<00:30:09.960> job.

00:30:10.240 --> 00:30:17.280
They<00:30:10.602> take—they'll<00:30:10.964> do<00:30:11.326> more<00:30:11.688> than<00:30:12.051> they're<00:30:12.413> asked,<00:30:12.775> they'll—they'll—they'll<00:30:13.137> move<00:30:13.499> the<00:30:13.861> company<00:30:14.223> forward,<00:30:14.585> they'll<00:30:14.947> come<00:30:15.309> up<00:30:15.672> with<00:30:16.034> ideas,<00:30:16.396> they'll<00:30:16.758> build<00:30:17.120> their

00:30:17.280 --> 00:30:21.160
teams,<00:30:17.560> and<00:30:17.840> they'll<00:30:18.120> make<00:30:18.400> that—ultimately<00:30:18.680> make<00:30:18.960> my<00:30:19.240> life<00:30:19.520> easier,<00:30:19.800> which<00:30:20.080> is<00:30:20.360> not<00:30:20.640> the<00:30:20.920> goal.

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They'll<00:30:21.320> just<00:30:21.680> help<00:30:21.920> move<00:30:22.080> the<00:30:22.160> organization<00:30:22.720> forward.

00:30:23.680 --> 00:30:27.800
And<00:30:23.840> you<00:30:23.920> have<00:30:24.080> a<00:30:24.160> bad<00:30:24.440> hire<00:30:25.040> that<00:30:25.200> can't<00:30:25.440> do<00:30:25.560> any<00:30:25.720> of<00:30:25.800> those<00:30:26.000> things,<00:30:26.520> and<00:30:27.040> it's<00:30:27.240> a<00:30:27.280> headache.

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I'm<00:30:27.920> spending<00:30:28.200> all<00:30:28.360> my<00:30:28.520> time<00:30:28.840> trying<00:30:29.080> to<00:30:29.160> manage<00:30:29.480> around<00:30:29.880> them<00:30:30.120> and<00:30:30.240> fix<00:30:30.520> them<00:30:30.800> and<00:30:30.920> solve<00:30:31.160> around<00:30:31.440> them.

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And<00:30:31.760> so<00:30:32.600> that<00:30:32.840> theory<00:30:33.160> that<00:30:33.400> like<00:30:34.320> people<00:30:34.640> and<00:30:34.760> talent<00:30:35.120> is<00:30:35.240> your<00:30:35.360> most<00:30:35.600> important<00:30:36.000> asset<00:30:36.960> is<00:30:37.120> like<00:30:38.440> bar<00:30:38.680> none,<00:30:39.040> 100%<00:30:39.600> true.

00:30:39.840 --> 00:30:45.080
And<00:30:40.026> it<00:30:40.212> was<00:30:40.398> hard<00:30:40.584> for<00:30:40.770> me<00:30:40.957> to<00:30:41.143> wrap<00:30:41.329> my<00:30:41.515> head<00:30:41.701> around<00:30:41.887> that<00:30:42.073> until<00:30:42.259> I'm<00:30:42.445> now<00:30:42.631> in<00:30:42.817> the<00:30:43.003> game<00:30:43.190> of—of<00:30:43.376> actually<00:30:43.562> being<00:30:43.748> responsible<00:30:43.934> for<00:30:44.120> that.

00:30:45.080 --> 00:30:51.640
Um,<00:30:46.240> so<00:30:46.320> that's<00:30:46.560> one.<00:30:47.560> Two,<00:30:48.920> um,

00:30:51.640 --> 00:30:57.760
you<00:30:52.120> know,<00:30:52.600> tolerating<00:30:53.080> toxic<00:30:53.560> people<00:30:54.040> and<00:30:54.520> cancerous<00:30:55.000> talent<00:30:55.480> and<00:30:55.960> so<00:30:56.440> similar<00:30:56.920> people<00:30:57.400> again.

00:30:57.760 --> 00:31:04.120
So,<00:30:57.880> number<00:30:58.080> two<00:30:58.280> is<00:30:58.600> still<00:30:58.800> around.<00:30:59.600> But<00:30:59.960> I<00:31:00.240> saw<00:31:01.360> as<00:31:01.680> we<00:31:01.800> built<00:31:02.040> the<00:31:02.080> business,<00:31:02.480> we<00:31:02.560> have<00:31:02.640> a<00:31:02.720> very,<00:31:03.120> very<00:31:03.400> strong<00:31:03.680> culture.

00:31:04.120 --> 00:31:07.120
People<00:31:04.560> love<00:31:04.800> working<00:31:05.080> here.<00:31:05.240> They<00:31:05.360> like<00:31:05.560> working<00:31:05.840> with<00:31:05.960> their<00:31:06.080> peers.

00:31:07.120 --> 00:31:13.920
And<00:31:07.240> on<00:31:07.360> occasion,<00:31:07.720> people<00:31:07.960> would<00:31:08.080> slip<00:31:08.280> through<00:31:08.400> the<00:31:08.480> cracks<00:31:08.800> like<00:31:08.920> they<00:31:09.000> do<00:31:09.160> at<00:31:09.240> any<00:31:09.400> company<00:31:09.720> that<00:31:09.840> can<00:31:10.000> interview<00:31:10.360> well<00:31:11.360> and<00:31:12.000> they<00:31:12.080> were<00:31:12.200> toxic<00:31:12.840> for<00:31:13.040> whatever<00:31:13.480> reason,

00:31:13.920 --> 00:31:20.960
whether<00:31:14.120> it<00:31:14.200> was<00:31:14.360> political<00:31:15.200> or<00:31:15.320> they<00:31:15.480> were<00:31:15.680> aggressive<00:31:16.480> or<00:31:16.640> mean<00:31:17.320> or<00:31:17.400> demeaning,<00:31:18.080> whatever<00:31:18.440> it.<00:31:18.760> There's<00:31:18.960> a<00:31:19.000> million<00:31:19.320> reasons<00:31:19.600> to<00:31:19.640> be<00:31:19.760> toxic.

00:31:20.960 --> 00:31:29.320
And<00:31:21.600> what<00:31:21.760> I<00:31:21.840> saw<00:31:22.240> was,<00:31:23.640> um,<00:31:24.080> anytime<00:31:24.680> we<00:31:24.800> let<00:31:25.040> that<00:31:25.400> stick<00:31:25.640> around<00:31:26.400> a<00:31:26.440> little<00:31:26.680> bit<00:31:26.840> longer<00:31:27.160> than<00:31:27.320> it<00:31:27.480> should<00:31:27.720> and<00:31:27.920> didn't<00:31:28.160> deal<00:31:28.360> with<00:31:28.520> it<00:31:28.640> or<00:31:28.720> didn't<00:31:29.000> handle

00:31:29.320 --> 00:31:33.240
it,<00:31:29.730> it<00:31:30.140> brought<00:31:30.550> the<00:31:30.960> entire<00:31:31.370> organization<00:31:31.780> to<00:31:32.190> their<00:31:32.600> level.

00:31:33.240 --> 00:31:36.400
And<00:31:33.400> it<00:31:33.520> was,<00:31:33.800> it<00:31:33.920> was<00:31:35.080> brought<00:31:35.200> the<00:31:35.320> top<00:31:35.520> performers<00:31:35.920> down.

00:31:36.400 --> 00:31:38.200
It<00:31:36.480> made<00:31:36.600> people<00:31:36.840> uncomfortable.<00:31:37.400> It<00:31:37.480> did<00:31:37.600> all<00:31:37.800> this<00:31:37.920> stuff.

00:31:38.200 --> 00:31:44.400
And<00:31:38.320> so,<00:31:40.560> getting<00:31:41.000> rid<00:31:41.160> of<00:31:41.280> those<00:31:41.520> folks<00:31:41.880> as<00:31:42.000> fast<00:31:42.360> as<00:31:42.480> humanly<00:31:42.800> possible<00:31:43.280> depending<00:31:43.640> on<00:31:43.760> roles<00:31:44.040> and<00:31:44.160> levels.

00:31:44.400 --> 00:31:46.760
Sometimes<00:31:44.800> people,<00:31:45.200> you<00:31:45.280> know,<00:31:45.480> in<00:31:45.600> a<00:31:45.640> week<00:31:45.920> you<00:31:46.000> can<00:31:46.120> make<00:31:46.280> a<00:31:46.320> change.

00:31:46.760 --> 00:31:52.080
Other<00:31:46.960> times<00:31:47.280> people<00:31:47.440> have<00:31:47.560> a<00:31:47.600> critical<00:31:47.920> role.<00:31:48.120> It's<00:31:48.200> some,<00:31:48.400> there's,<00:31:48.880> there's<00:31:49.040> times<00:31:49.320> where<00:31:49.440> I<00:31:49.520> knew<00:31:49.760> I,<00:31:49.960> I<00:31:50.080> needed<00:31:50.320> to<00:31:50.400> get<00:31:50.560> rid<00:31:50.640> of<00:31:50.720> a<00:31:50.760> person<00:31:51.120> who<00:31:51.240> was<00:31:51.520> cancerous<00:31:51.960> and

00:31:52.080 --> 00:31:54.440
toxic.<00:31:52.920> It<00:31:53.040> took<00:31:53.200> me<00:31:53.320> 6-9<00:31:53.840> months.

00:31:54.440 --> 00:32:00.160
They<00:31:54.520> had<00:31:54.640> no<00:31:54.960> idea<00:31:55.240> it<00:31:55.320> was<00:31:55.440> happening.<00:31:55.760> I<00:31:55.800> had<00:31:56.000> all<00:31:56.160> these<00:31:56.360> grand<00:31:56.680> plans<00:31:56.960> behind<00:31:57.200> the<00:31:57.280> scenes<00:31:57.800> and<00:31:58.680> all<00:31:58.840> these<00:31:59.000> things<00:31:59.160> happening.

00:32:00.160 --> 00:32:04.440
But,<00:32:00.400> when<00:32:00.560> you<00:32:00.680> make<00:32:00.920> those<00:32:01.160> changes,<00:32:01.680> the<00:32:01.800> people<00:32:02.080> that<00:32:02.200> are<00:32:02.280> still<00:32:02.560> there<00:32:02.840> are<00:32:02.920> like,<00:32:03.240> "Oh<00:32:03.320> my<00:32:03.480> god.

00:32:04.440 --> 00:32:12.840
I<00:32:04.520> know<00:32:04.680> Eric<00:32:04.880> couldn't<00:32:05.120> tell<00:32:05.360> me<00:32:05.920> these<00:32:06.160> things<00:32:06.480> that<00:32:06.680> were<00:32:06.760> happening,<00:32:07.080> but<00:32:07.240> I<00:32:07.280> knew<00:32:07.520> I<00:32:07.640> see<00:32:07.840> what<00:32:08.000> he,<00:32:08.760> he<00:32:08.880> was<00:32:09.880> protecting<00:32:10.320> the<00:32:10.400> culture<00:32:10.960> and,<00:32:11.640> uh,<00:32:12.560> so,

00:32:12.840 --> 00:32:16.160
getting<00:32:13.160> toxic<00:32:13.600> people<00:32:13.920> out<00:32:14.120> of<00:32:14.200> the<00:32:14.280> culture<00:32:14.720> is<00:32:14.840> really,<00:32:15.120> really<00:32:15.320> critical.

00:32:16.160 --> 00:32:19.120
Um,<00:32:17.160> you<00:32:17.240> know,<00:32:17.440> and<00:32:17.600> obviously<00:32:17.920> I<00:32:17.960> don't<00:32:18.200> like<00:32:18.440> that<00:32:18.680> to<00:32:18.800> happen.

00:32:19.120 --> 00:32:25.920
Like,<00:32:19.280> we<00:32:19.480> hire<00:32:19.840> people<00:32:20.120> 'cause<00:32:20.240> we<00:32:20.360> want<00:32:20.560> them<00:32:20.720> to<00:32:20.800> be<00:32:20.920> here<00:32:21.120> forever,<00:32:21.520> but<00:32:21.720> it<00:32:21.880> just<00:32:22.400> in<00:32:22.520> any<00:32:22.720> nature<00:32:23.000> of<00:32:23.040> business<00:32:23.400> at<00:32:23.520> 125<00:32:24.200> employees,<00:32:24.560> you're<00:32:24.680> going<00:32:24.800> to<00:32:24.880> make<00:32:25.080> some<00:32:25.200> mistakes.

00:32:25.920 --> 00:32:31.680
People<00:32:26.194> are<00:32:26.467> going<00:32:26.741> to<00:32:27.015> slip<00:32:27.288> through<00:32:27.562> the<00:32:27.836> cracks.<00:32:28.109> And<00:32:28.383> so,<00:32:28.657> getting<00:32:28.931> out<00:32:29.204> cancerous<00:32:29.478> and<00:32:29.752> toxic,<00:32:30.025> toxic<00:32:30.299> people<00:32:30.573> for<00:32:30.846> our<00:32:31.120> culture.

00:32:31.680 --> 00:32:35.840
And<00:32:31.800> those<00:32:32.000> people<00:32:32.240> might<00:32:32.440> be<00:32:32.560> great<00:32:33.000> elsewhere<00:32:33.480> in<00:32:33.560> other<00:32:33.720> businesses<00:32:34.200> that<00:32:34.320> have<00:32:34.480> different<00:32:34.760> beliefs.

00:32:35.840 --> 00:32:42.360
But,<00:32:35.920> that's<00:32:36.160> really<00:32:36.360> critical.<00:32:37.880> Um,<00:32:38.840> and<00:32:39.000> then<00:32:39.160> I'd<00:32:39.360> say<00:32:40.600> third<00:32:40.800> is<00:32:40.920> just<00:32:41.160> discipline.

00:32:42.360 --> 00:32:47.000
Um,<00:32:42.400> the<00:32:42.520> biggest<00:32:42.840> thing<00:32:43.000> I've<00:32:43.120> seen<00:32:43.320> is<00:32:43.440> I,<00:32:43.680> I<00:32:43.800> worked<00:32:44.120> in,<00:32:44.240> you<00:32:44.320> know,<00:32:44.440> like<00:32:44.600> I<00:32:44.680> said,<00:32:44.880> five,<00:32:45.120> six<00:32:45.360> different<00:32:45.640> e-commerce<00:32:46.000> businesses.

00:32:47.000 --> 00:32:51.440
You<00:32:47.160> get<00:32:47.280> a<00:32:47.360> hot<00:32:47.600> brand,<00:32:48.040> you<00:32:48.120> get<00:32:48.280> some<00:32:48.400> momentum.<00:32:49.040> It's<00:32:49.240> really<00:32:49.560> easy<00:32:49.800> to<00:32:49.920> put<00:32:50.120> your<00:32:50.240> brand<00:32:50.600> on<00:32:50.760> any<00:32:50.960> product.

00:32:51.440 --> 00:32:58.560
It's<00:32:51.720> market<00:32:52.280> and<00:32:52.360> go<00:32:52.520> into<00:32:52.640> different<00:32:52.960> channels<00:32:53.440> and<00:32:54.600> almost<00:32:54.880> like<00:32:55.040> I<00:32:55.120> said,<00:32:55.280> if<00:32:55.360> you<00:32:55.400> have<00:32:55.480> a<00:32:55.560> strong<00:32:55.880> brand,<00:32:56.240> anything<00:32:56.640> will<00:32:56.760> kind<00:32:57.000> of<00:32:57.120> work<00:32:57.400> to<00:32:57.520> some<00:32:57.760> degree.

00:32:58.560 --> 00:33:06.920
And<00:32:58.760> so<00:32:58.920> you<00:32:59.040> get<00:32:59.240> shiny<00:32:59.560> nickel<00:32:59.840> syndrome<00:33:00.320> and<00:33:00.800> my<00:33:01.040> job<00:33:02.560> has<00:33:02.800> been,<00:33:03.280> I<00:33:03.520> am<00:33:03.760> like<00:33:04.280> the<00:33:04.400> most<00:33:05.040> disciplined<00:33:05.520> person<00:33:05.840> in<00:33:05.920> the<00:33:05.960> building,<00:33:06.280> which<00:33:06.440> is<00:33:06.520> not<00:33:06.720> always

00:33:06.920 --> 00:33:13.440
the<00:33:07.000> case<00:33:07.280> for<00:33:07.400> a<00:33:07.440> CEO.<00:33:07.840> Usually<00:33:08.160> you<00:33:08.240> have<00:33:08.360> a<00:33:08.400> CFO<00:33:08.800> to<00:33:08.920> check<00:33:09.200> the<00:33:09.280> crazy<00:33:09.640> CEO<00:33:10.120> or<00:33:10.240> the<00:33:10.320> founder<00:33:10.680> that's<00:33:10.920> like<00:33:11.080> wants<00:33:11.320> to<00:33:11.400> do<00:33:11.560> everything<00:33:11.920> and<00:33:12.040> go<00:33:12.160> to<00:33:12.280> the<00:33:12.360> moon<00:33:12.640> and<00:33:13.320> I

00:33:13.440 --> 00:33:19.800
am,<00:33:13.600> let's<00:33:13.800> focus<00:33:14.160> on<00:33:14.320> what's<00:33:14.600> most<00:33:14.880> important,<00:33:15.360> what's<00:33:15.520> going<00:33:15.640> to<00:33:15.720> have<00:33:15.840> the<00:33:15.920> biggest<00:33:16.240> impact,<00:33:16.720> what's<00:33:16.880> going<00:33:17.000> to<00:33:17.040> be<00:33:17.600> best<00:33:17.840> for<00:33:17.960> our<00:33:18.080> customers,<00:33:19.280> best<00:33:19.520> for<00:33:19.640> all<00:33:19.720> the

00:33:19.800 --> 00:33:22.200
employees<00:33:20.440> and<00:33:20.600> let's<00:33:20.800> focus<00:33:21.200> on<00:33:21.360> those.

00:33:22.200 --> 00:33:27.640
And<00:33:22.360> then<00:33:22.520> once<00:33:22.760> we<00:33:22.840> nail<00:33:23.040> those,<00:33:23.240> then<00:33:23.440> we<00:33:23.560> can<00:33:23.720> start<00:33:24.040> to<00:33:24.280> incrementally<00:33:24.960> add,<00:33:25.240> add<00:33:25.480> things<00:33:25.840> and<00:33:26.400> add<00:33:26.600> products<00:33:26.960> and<00:33:27.040> so<00:33:27.160> on<00:33:27.240> and<00:33:27.320> so<00:33:27.400> forth.

00:33:27.640 --> 00:33:35.880
But<00:33:27.800> let's<00:33:28.000> stay<00:33:28.200> super,<00:33:28.640> super<00:33:28.920> disciplined<00:33:30.080> on<00:33:30.240> the<00:33:30.360> biggest<00:33:30.800> opportunities<00:33:32.200> for<00:33:32.280> both<00:33:32.480> the<00:33:32.560> business<00:33:33.160> and<00:33:33.240> the<00:33:33.360> product<00:33:34.000> and<00:33:34.080> whatever<00:33:34.400> it<00:33:34.480> may<00:33:34.680> be<00:33:35.080> and,<00:33:35.320> and<00:33:35.600> then

00:33:35.880 --> 00:33:38.440
get<00:33:36.080> to<00:33:36.160> the<00:33:36.280> fringes<00:33:36.840> longer<00:33:37.400> term.

00:33:38.440 --> 00:33:42.240
And<00:33:38.640> so<00:33:39.080> it's,<00:33:40.000> uh,<00:33:40.840> it's<00:33:40.880> people.

00:33:42.240 --> 00:33:49.640
It's,<00:33:42.840> uh,<00:33:42.920> it's<00:33:43.160> toxic<00:33:43.600> people<00:33:44.160> and<00:33:44.600> it's<00:33:44.800> discipline<00:33:45.440> are<00:33:45.600> the<00:33:45.760> three<00:33:46.080> things<00:33:46.320> that<00:33:46.480> I've<00:33:46.600> seen<00:33:46.880> like<00:33:48.520> couldn't<00:33:48.680> be<00:33:48.800> more<00:33:49.000> true.

00:33:49.640 --> 00:33:53.840
As<00:33:49.800> I'm<00:33:49.960> living<00:33:50.200> it,<00:33:50.480> I'm<00:33:50.600> living<00:33:50.840> those<00:33:51.080> three,<00:33:51.560> I<00:33:51.640> live<00:33:51.800> those<00:33:52.000> three,<00:33:52.640> all<00:33:52.840> three<00:33:53.080> of<00:33:53.120> those<00:33:53.360> today.

00:33:53.840 --> 00:33:57.760
Like<00:33:54.120> so<00:33:54.720> it's,<00:33:55.000> it's,<00:33:55.560> it's<00:33:56.120> as<00:33:56.240> true<00:33:56.440> as<00:33:56.560> it<00:33:56.640> gets.

00:33:57.760 --> 00:34:04.680
<00:33:58.057> What,<00:33:58.354> what<00:33:58.651> are<00:33:58.949> the<00:33:59.246> trends<00:33:59.543> you're<00:33:59.840> seeing<00:34:00.137> in<00:34:00.434> terms<00:34:00.731> of<00:34:01.029> like<00:34:01.326> what<00:34:01.623> areas<00:34:01.920> of<00:34:02.217> the<00:34:02.514> trade<00:34:02.811> industry<00:34:03.109> are<00:34:03.406> really<00:34:03.703> doing<00:34:04.000> well?

00:34:04.680 --> 00:34:07.160
What,<00:34:05.160> where<00:34:05.400> is<00:34:05.520> there<00:34:05.680> some<00:34:05.840> anxiety<00:34:06.320> in<00:34:06.440> that?

00:34:07.160 --> 00:34:12.480
And<00:34:07.280> maybe<00:34:07.560> even<00:34:07.760> just<00:34:07.960> overall<00:34:08.520> how<00:34:08.679> are<00:34:08.800> you<00:34:09.000> feeling,<00:34:09.800> you<00:34:09.879> know,<00:34:10.000> we're<00:34:10.440> halfway<00:34:10.840> through<00:34:11.080> this<00:34:11.280> year<00:34:11.520> now.

00:34:12.480 --> 00:34:15.800
How<00:34:12.560> are<00:34:12.639> you<00:34:12.760> feeling<00:34:13.000> about<00:34:13.200> the<00:34:13.360> overall<00:34:13.760> macro<00:34:14.440> economy?

00:34:15.800 --> 00:34:24.120
<00:34:16.122> Yeah.<00:34:16.443> Yeah,<00:34:16.765> so<00:34:17.086> <00:34:17.408> [sighs]<00:34:17.730> <00:34:18.051> so<00:34:18.373> the<00:34:18.694> trades,<00:34:19.016> it's,<00:34:19.338> it's<00:34:19.659> hard<00:34:19.981> because<00:34:20.302> the<00:34:20.624> trades<00:34:20.946> are<00:34:21.267> like<00:34:21.589> the<00:34:21.910> focus<00:34:22.232> right<00:34:22.554> now<00:34:22.875> and<00:34:23.197> it's<00:34:23.518> generally<00:34:23.840> the

00:34:24.120 --> 00:34:26.240
attention<00:34:24.600> is,<00:34:24.960> is<00:34:25.120> starting<00:34:25.560> to<00:34:25.639> finally,<00:34:26.040> right?

00:34:26.240 --> 00:34:33.639
Our<00:34:26.399> whole<00:34:26.600> thesis<00:34:27.000> for<00:34:27.159> Brunt<00:34:27.440> was<00:34:27.600> we,<00:34:27.919> we<00:34:28.040> wanted<00:34:28.240> to<00:34:28.320> bear<00:34:28.440> the<00:34:28.560> brunt<00:34:28.840> of<00:34:28.919> the<00:34:28.960> work<00:34:29.159> day<00:34:29.320> for<00:34:29.440> these<00:34:29.639> people<00:34:30.760> that,<00:34:30.800> that<00:34:30.879> been<00:34:31.080> overlooked,<00:34:32.280> underserved,<00:34:33.360> so<00:34:33.520> on

00:34:33.639 --> 00:34:40.800
so<00:34:33.800> forth.<00:34:34.040> Now,<00:34:35.240> finally<00:34:35.760> these<00:34:36.679> people<00:34:36.960> that<00:34:37.080> are<00:34:37.159> building<00:34:37.399> this<00:34:37.520> country<00:34:37.720> are<00:34:37.800> finally<00:34:38.120> getting<00:34:38.360> a<00:34:38.399> little<00:34:38.639> bit<00:34:38.760> of<00:34:38.840> the<00:34:38.879> limelight<00:34:39.440> shined<00:34:39.760> on<00:34:39.919> them<00:34:40.159> as<00:34:40.360> they,<00:34:40.600> as

00:34:40.800 --> 00:34:48.200
they<00:34:40.960> should,<00:34:41.360> right?<00:34:41.679> And<00:34:41.800> so,<00:34:42.879> it's<00:34:43.000> a<00:34:43.040> little<00:34:43.240> bit<00:34:43.360> of<00:34:43.440> a<00:34:43.480> breath<00:34:43.760> of<00:34:43.840> fresh<00:34:44.159> air,<00:34:44.520> but<00:34:45.080> it<00:34:45.280> is,<00:34:46.120> if<00:34:46.240> you<00:34:46.360> think<00:34:46.480> about<00:34:46.760> everything<00:34:47.040> that's<00:34:47.200> happening<00:34:47.560> with<00:34:47.760> AI<00:34:48.080> and

00:34:48.200 --> 00:34:51.520
the<00:34:48.280> disruption<00:34:48.760> of<00:34:48.879> AI,<00:34:50.320> AI<00:34:50.720> is<00:34:50.879> incredible.

00:34:51.520 --> 00:34:57.200
It's<00:34:51.919> going<00:34:52.040> to<00:34:52.120> change<00:34:52.840> the<00:34:52.919> history<00:34:53.520> of<00:34:53.679> the<00:34:53.800> world,<00:34:54.520> but<00:34:55.440> there<00:34:55.600> are<00:34:55.720> certain<00:34:56.040> things<00:34:56.240> it<00:34:56.360> can<00:34:56.480> never<00:34:56.800> do,<00:34:57.080> right?

00:34:57.200 --> 00:35:04.400
As<00:34:57.320> you<00:34:57.440> think<00:34:57.680> about<00:34:58.000> using<00:34:58.320> your<00:34:58.480> hands<00:34:58.840> and<00:34:58.960> using<00:34:59.200> your<00:34:59.320> skills<00:34:59.680> where<00:34:59.800> you<00:35:00.000> have<00:35:00.080> to<00:35:00.160> use<00:35:00.400> both<00:35:00.720> your<00:35:00.840> brain<00:35:01.480> and,<00:35:01.960> and<00:35:02.240> your,<00:35:03.040> your<00:35:03.120> physical<00:35:03.560> body<00:35:03.920> to<00:35:04.040> be<00:35:04.120> able<00:35:04.280> to

00:35:04.400 --> 00:35:07.760
do<00:35:04.560> those,<00:35:04.840> which<00:35:05.040> is<00:35:05.120> a<00:35:05.160> lot<00:35:05.400> of<00:35:05.440> these<00:35:05.640> trick,<00:35:06.160> those<00:35:06.440> are<00:35:06.840> never<00:35:07.120> going<00:35:07.240> to<00:35:07.320> go<00:35:07.440> away.

00:35:07.760 --> 00:35:09.520
Those<00:35:08.000> are<00:35:08.080> not<00:35:08.320> going<00:35:08.440> to<00:35:08.480> be<00:35:08.560> replaced<00:35:08.920> anytime<00:35:09.320> soon.

00:35:09.520 --> 00:35:15.960
Maybe<00:35:10.280> long<00:35:10.560> down<00:35:10.720> the<00:35:10.840> road<00:35:11.120> there's<00:35:11.280> going<00:35:11.400> to<00:35:11.440> be<00:35:11.520> robot<00:35:12.160> robots<00:35:12.600> that<00:35:12.680> can<00:35:12.800> do<00:35:12.880> some<00:35:13.040> of<00:35:13.120> that,<00:35:13.280> but<00:35:13.360> that's<00:35:13.520> going<00:35:13.640> to<00:35:13.680> be<00:35:13.880> hopefully<00:35:14.280> after<00:35:14.560> our<00:35:14.680> lifetime.

00:35:15.960 --> 00:35:24.840
Um,<00:35:16.600> but<00:35:16.800> anything<00:35:17.160> that<00:35:17.680> combines<00:35:18.560> both<00:35:19.240> physical<00:35:19.720> and<00:35:19.840> mental<00:35:20.360> is<00:35:21.280> it,<00:35:21.440> it<00:35:21.680> and<00:35:21.800> obviously<00:35:22.280> a<00:35:22.360> lot<00:35:22.600> and<00:35:22.720> then<00:35:22.840> there's<00:35:23.040> obviously<00:35:23.400> jobs<00:35:23.680> that<00:35:23.800> are<00:35:23.880> mostly<00:35:24.280> physical,

00:35:24.840 --> 00:35:33.120
right?<00:35:25.160> Hard<00:35:25.480> labor<00:35:25.800> and<00:35:25.920> things<00:35:26.120> of<00:35:26.160> that<00:35:26.280> nature<00:35:26.520> that<00:35:26.680> just<00:35:27.120> need,<00:35:28.120> need,<00:35:28.640> um,<00:35:29.280> that<00:35:29.520> type<00:35:29.760> of<00:35:30.080> dedication<00:35:30.760> and<00:35:30.920> focus,<00:35:31.720> um,<00:35:32.080> more<00:35:32.320> physically<00:35:32.800> or<00:35:32.880> never

00:35:33.120 --> 00:35:40.240
going<00:35:33.240> to<00:35:33.320> go<00:35:33.400> away.<00:35:33.800> So,<00:35:34.240> I<00:35:34.320> think<00:35:34.560> in<00:35:34.680> the<00:35:34.800> trades<00:35:35.160> it's<00:35:35.360> really<00:35:35.600> the<00:35:35.760> only<00:35:36.040> jobs<00:35:36.360> that<00:35:37.000> more<00:35:37.240> resemble<00:35:37.720> kind<00:35:37.880> of<00:35:37.960> the<00:35:38.080> white-collar<00:35:38.560> jobs<00:35:38.880> that<00:35:39.080> can<00:35:39.400> be<00:35:39.560> replaced<00:35:40.080> that

00:35:40.240 --> 00:35:49.600
are<00:35:40.320> probably<00:35:40.760> more<00:35:41.000> at<00:35:41.120> risk<00:35:41.480> and,<00:35:42.480> and,<00:35:43.280> uh,<00:35:44.080> and<00:35:44.240> so,<00:35:45.040> and<00:35:45.160> there's<00:35:45.400> obviously<00:35:45.760> there's<00:35:45.920> an<00:35:46.040> administrative<00:35:46.560> side<00:35:46.760> of<00:35:47.120> running,<00:35:47.360> you<00:35:47.480> run<00:35:47.640> a<00:35:47.720> big<00:35:47.920> construction<00:35:48.360> company,

00:35:49.600 --> 00:35:52.640
the<00:35:49.640> accounting<00:35:50.040> has<00:35:50.240> to<00:35:50.360> happen,<00:35:50.840> the<00:35:50.960> taxes<00:35:51.320> have<00:35:51.440> to<00:35:51.520> be<00:35:51.640> paid,<00:35:51.960> legal<00:35:52.200> has<00:35:52.360> to<00:35:52.400> happen.

00:35:52.640 --> 00:35:58.720
Those,<00:35:53.080> those<00:35:53.280> are<00:35:53.360> the<00:35:53.480> things<00:35:53.680> that<00:35:53.760> are<00:35:53.840> being<00:35:54.040> disrupted<00:35:54.560> and<00:35:54.720> so,<00:35:55.480> it's<00:35:55.640> the<00:35:55.720> white-collar<00:35:56.120> jobs<00:35:56.480> in<00:35:56.640> the<00:35:56.720> blue-collar<00:35:57.120> jobs<00:35:57.480> that<00:35:57.600> I<00:35:57.680> think<00:35:57.880> are<00:35:57.960> most<00:35:58.200> at<00:35:58.360> risk.

00:35:58.720 --> 00:36:06.800
And<00:35:58.840> as<00:35:59.000> I<00:35:59.040> take<00:35:59.240> a<00:35:59.280> step<00:35:59.560> back<00:36:00.880> from<00:36:01.080> a<00:36:01.120> macro<00:36:01.600> perspective,<00:36:02.560> specifically<00:36:03.320> on<00:36:03.600> our<00:36:03.760> sector,<00:36:05.080> like<00:36:05.240> I<00:36:05.320> said,<00:36:05.480> there's<00:36:05.680> chaos<00:36:06.160> going<00:36:06.400> on<00:36:06.600> in<00:36:06.720> the

00:36:06.800 --> 00:36:14.720
world<00:36:07.080> right<00:36:07.240> now<00:36:07.480> between<00:36:08.400> every,<00:36:08.760> you<00:36:08.840> know,<00:36:09.800> depending<00:36:10.160> on<00:36:10.240> what<00:36:10.400> you<00:36:10.480> read<00:36:10.600> in<00:36:10.680> the<00:36:10.720> paper<00:36:10.920> every<00:36:11.080> given<00:36:11.320> day<00:36:11.600> would<00:36:11.880> be<00:36:12.200> it's<00:36:12.480> complete<00:36:12.840> chaos.

00:36:14.720 --> 00:36:17.720
What<00:36:14.800> is<00:36:14.920> unique<00:36:15.240> about<00:36:15.520> our<00:36:15.680> consumer<00:36:16.120> base<00:36:16.440> is<00:36:16.600> it<00:36:16.760> doesn't<00:36:17.120> change.

00:36:17.720 --> 00:36:25.000
They,<00:36:18.240> they,<00:36:18.520> they<00:36:18.760> wake<00:36:19.040> up,<00:36:19.520> the<00:36:19.680> roads<00:36:19.960> have<00:36:20.160> to<00:36:20.240> be<00:36:20.360> paved,<00:36:20.840> the<00:36:20.960> plumbing<00:36:21.320> has<00:36:21.480> to<00:36:21.560> be<00:36:21.680> fixed,<00:36:22.040> the<00:36:22.120> lights<00:36:22.440> have<00:36:22.600> to,<00:36:22.880> like<00:36:23.080> the<00:36:23.160> buildings<00:36:23.480> have,<00:36:23.680> even,<00:36:24.000> even<00:36:24.400> when<00:36:24.880> the

00:36:25.000 --> 00:36:33.680
the<00:36:25.640> hit<00:36:26.520> and<00:36:26.680> things<00:36:26.960> were<00:36:27.120> completely<00:36:27.680> shut<00:36:27.920> down,<00:36:29.200> 10<00:36:29.560> within<00:36:29.880> 10<00:36:30.120> days<00:36:30.600> most<00:36:31.040> major<00:36:31.360> construction<00:36:32.160> trades<00:36:32.760> were<00:36:32.880> deemed<00:36:33.160> essential

00:36:33.680 --> 00:36:39.280
because<00:36:35.120> the<00:36:35.160> governments<00:36:35.640> and<00:36:35.720> the<00:36:35.760> state<00:36:35.880> governments<00:36:36.160> realized<00:36:36.480> they<00:36:36.560> have<00:36:36.680> to<00:36:36.760> keep<00:36:36.960> this<00:36:37.080> stuff<00:36:37.320> going<00:36:37.640> or<00:36:37.720> the<00:36:37.840> world's<00:36:38.280> literally<00:36:38.600> going<00:36:38.720> to<00:36:38.760> fall<00:36:38.920> apart.

00:36:39.280 --> 00:36:48.160
And<00:36:39.400> so,<00:36:40.080> right<00:36:40.280> now<00:36:40.600> while<00:36:40.840> the<00:36:40.960> world<00:36:41.440> is<00:36:41.560> in<00:36:41.680> chaos<00:36:42.200> for,<00:36:42.480> for<00:36:43.000> depending<00:36:43.400> on<00:36:43.480> what<00:36:43.640> you<00:36:43.720> read<00:36:43.920> or<00:36:44.000> what<00:36:44.200> you<00:36:44.280> watch,<00:36:46.240> the<00:36:46.280> trade,<00:36:46.680> the<00:36:46.800> trades<00:36:47.120> are<00:36:47.240> just<00:36:47.640> continuing

00:36:48.160 --> 00:36:51.360
to<00:36:48.280> chug,<00:36:48.640> continuing<00:36:49.160> to<00:36:49.360> build,<00:36:50.200> repair,<00:36:50.560> and<00:36:50.680> maintain.

00:36:51.360 --> 00:36:56.640
It's<00:36:51.520> like<00:36:51.680> the<00:36:51.760> three<00:36:52.000> things<00:36:52.320> they<00:36:52.480> do,<00:36:52.720> right?<00:36:52.960> They<00:36:53.040> either<00:36:53.200> build<00:36:53.480> it<00:36:54.040> and<00:36:54.200> they,<00:36:54.560> it's<00:36:54.720> broken<00:36:55.040> and<00:36:55.120> they<00:36:55.200> fix<00:36:55.480> it<00:36:55.640> or<00:36:55.720> they<00:36:55.840> maintain<00:36:56.320> it.

00:36:56.640 --> 00:36:59.760
And<00:36:56.760> those<00:36:57.360> will<00:36:57.440> never<00:36:57.680> go<00:36:57.840> away<00:36:58.120> in<00:36:58.200> the<00:36:58.320> worst<00:36:58.560> of<00:36:58.640> times<00:36:58.960> or<00:36:59.000> the<00:36:59.080> best<00:36:59.280> of<00:36:59.360> times.

00:36:59.760 --> 00:37:08.120
And<00:36:59.880> so,<00:37:00.840> we<00:37:01.000> feel<00:37:01.240> very<00:37:01.480> fortunate<00:37:01.880> to<00:37:01.960> be<00:37:02.120> in<00:37:02.240> a<00:37:02.280> very,<00:37:03.120> uh,<00:37:03.200> but<00:37:03.320> obviously<00:37:03.600> if<00:37:03.720> you<00:37:03.800> go<00:37:03.920> into<00:37:04.080> other<00:37:04.240> sectors<00:37:04.800> or<00:37:04.880> different<00:37:05.520> categories,<00:37:07.280> very<00:37:07.480> scary<00:37:07.800> times

00:37:08.120 --> 00:37:16.240
based<00:37:08.426> on<00:37:08.732> where<00:37:09.038> we're<00:37:09.345> at.<00:37:09.651> <00:37:09.957> Finally,<00:37:10.263> we<00:37:10.569> end<00:37:10.875> every<00:37:11.182> interview<00:37:11.488> with<00:37:11.794> the<00:37:12.100> same<00:37:12.406> question<00:37:12.712> and<00:37:13.018> that<00:37:13.325> is<00:37:13.631> at<00:37:13.937> ceo.com<00:37:14.243> we<00:37:14.549> believe<00:37:14.855> the<00:37:15.162> chances<00:37:15.468> one<00:37:15.774> gives<00:37:16.080> is

00:37:16.240 --> 00:37:18.880
just<00:37:16.480> as<00:37:16.560> important<00:37:17.000> as<00:37:17.080> the<00:37:17.200> chances<00:37:17.640> one<00:37:17.840> takes.

00:37:18.880 --> 00:37:24.640
When<00:37:19.080> you<00:37:19.240> hear<00:37:19.440> that,<00:37:19.640> who<00:37:19.800> gave<00:37:20.000> you<00:37:20.120> a<00:37:20.160> chance<00:37:20.520> to<00:37:20.600> get<00:37:20.760> you<00:37:20.880> to<00:37:21.000> where<00:37:21.160> you<00:37:21.360> are<00:37:21.480> today?

00:37:24.640 --> 00:37:29.320
<00:37:25.040> Hm.<00:37:25.440> So,<00:37:25.840> that<00:37:26.240> would<00:37:26.640> be,<00:37:27.040> that<00:37:27.440> would<00:37:27.840> be<00:37:28.240> Ben<00:37:28.640> Fishman,<00:37:29.040> right?

00:37:29.320 --> 00:37:34.920
He<00:37:29.480> was,<00:37:30.080> uh,<00:37:30.200> serial<00:37:30.520> entrepreneur,<00:37:31.000> two-time<00:37:31.440> entrepreneur,<00:37:32.680> had<00:37:32.840> a<00:37:32.880> business<00:37:33.240> doing<00:37:33.400> a<00:37:33.440> couple<00:37:33.680> hundred<00:37:33.920> million<00:37:34.160> dollars.

00:37:34.920 --> 00:37:40.160
I<00:37:35.160> had<00:37:35.480> no<00:37:35.680> experience<00:37:36.280> in<00:37:36.360> e-commerce,<00:37:38.320> brand<00:37:38.800> building,<00:37:39.280> or<00:37:39.440> business.

00:37:40.160 --> 00:37:45.520
He<00:37:40.360> hired<00:37:40.600> me<00:37:40.720> as<00:37:40.840> his<00:37:41.000> chief<00:37:41.200> of<00:37:41.280> staff<00:37:41.640> when<00:37:41.760> I<00:37:41.840> was,<00:37:42.040> I<00:37:42.120> think,<00:37:42.360> 23<00:37:43.360> or<00:37:43.440> 22<00:37:43.840> or<00:37:43.920> 23.

00:37:45.520 --> 00:37:53.520
And<00:37:46.040> we<00:37:46.240> met<00:37:47.040> and<00:37:47.160> he,<00:37:47.440> he<00:37:47.640> was<00:37:47.920> accomplished,<00:37:48.760> experienced,<00:37:49.960> all<00:37:50.200> that<00:37:50.400> stuff<00:37:50.960> and

00:37:53.520 --> 00:38:02.800
I<00:37:53.640> was<00:37:53.840> going<00:37:54.080> against<00:37:54.360> a<00:37:54.440> bunch<00:37:54.680> of<00:37:54.760> other<00:37:54.960> competitors<00:37:55.680> in<00:37:55.840> the,<00:37:55.960> for<00:37:56.120> the,<00:37:56.280> for<00:37:56.440> the<00:37:56.560> role<00:37:56.880> that<00:37:57.080> had<00:37:57.400> MBAs<00:37:58.400> and<00:37:58.600> were<00:37:58.720> investment<00:37:59.160> bankers<00:37:59.760> and<00:37:59.920> private<00:38:00.280> equity<00:38:01.000> and

00:38:02.800 --> 00:38:06.720
I<00:38:02.840> knew<00:38:03.040> that<00:38:03.680> and<00:38:03.960> I<00:38:04.040> just<00:38:04.280> said,<00:38:04.720> you<00:38:04.800> know,<00:38:05.720> "I'll<00:38:05.880> do<00:38:06.000> whatever<00:38:06.280> it<00:38:06.360> takes.

00:38:06.720 --> 00:38:13.520
I'll<00:38:06.880> work<00:38:07.080> around<00:38:07.400> the<00:38:07.480> clock.<00:38:07.920> I'll,<00:38:08.240> my<00:38:08.480> job<00:38:08.800> is<00:38:08.920> to<00:38:09.000> make<00:38:09.240> your<00:38:09.400> life<00:38:09.680> easier,<00:38:10.120> which<00:38:10.320> is<00:38:10.440> I<00:38:10.520> need<00:38:10.920> you<00:38:11.120> focused<00:38:11.560> on<00:38:11.680> running<00:38:11.920> the<00:38:12.000> company<00:38:12.600> and<00:38:12.800> I<00:38:12.920> will<00:38:13.080> deal<00:38:13.280> with

00:38:13.520 --> 00:38:17.040
everything<00:38:13.920> else<00:38:14.560> and<00:38:14.680> do<00:38:14.800> whatever<00:38:15.160> it<00:38:15.280> takes<00:38:15.600> to<00:38:15.720> make<00:38:15.880> sure<00:38:16.040> you're<00:38:16.200> focused<00:38:16.520> on<00:38:16.600> running<00:38:16.720> the<00:38:16.800> business.

00:38:17.040 --> 00:38:19.600
I'm<00:38:17.080> going<00:38:17.200> to<00:38:17.280> take<00:38:17.760> all<00:38:17.920> the<00:38:18.040> crap<00:38:18.320> off<00:38:18.480> your<00:38:18.600> plate."

00:38:19.600 --> 00:38:25.200
And<00:38:19.880> I<00:38:19.920> said,<00:38:20.120> "I<00:38:20.160> don't<00:38:20.440> know.<00:38:20.520> Don't<00:38:20.720> have<00:38:20.880> the<00:38:20.920> experience.<00:38:21.360> I'm<00:38:21.400> going<00:38:21.600> to<00:38:21.640> make<00:38:21.880> up<00:38:22.000> for<00:38:22.200> it<00:38:22.280> and<00:38:22.360> hustle<00:38:23.400> and<00:38:23.720> I'll<00:38:23.800> never<00:38:24.000> complain.

00:38:25.200 --> 00:38:31.000
And<00:38:27.560> I<00:38:27.640> was<00:38:27.800> probably<00:38:28.080> the<00:38:28.240> least<00:38:28.600> qualified<00:38:29.160> candidate<00:38:29.640> in<00:38:29.720> the<00:38:29.800> entire<00:38:30.280> pool.

00:38:31.000 --> 00:38:36.120
He<00:38:31.120> ended<00:38:31.320> up<00:38:31.440> hiring<00:38:31.880> me.<00:38:33.360> We<00:38:33.440> ended<00:38:33.600> up<00:38:33.680> doing<00:38:33.880> that<00:38:34.040> for<00:38:34.160> 5<00:38:34.480> years<00:38:34.800> and<00:38:34.920> started<00:38:35.160> a<00:38:35.200> bunch<00:38:35.400> of<00:38:35.440> businesses.

00:38:36.120 --> 00:38:39.920
He's<00:38:36.560> helped<00:38:36.880> me<00:38:37.120> build<00:38:37.440> Brunt.<00:38:37.840> He's<00:38:38.440> was<00:38:38.560> one<00:38:38.680> of<00:38:38.720> the<00:38:38.800> first<00:38:39.040> investors<00:38:39.560> in<00:38:39.680> Brunt.

00:38:39.920 --> 00:38:48.040
He's<00:38:40.080> on<00:38:40.160> the<00:38:40.280> board<00:38:40.760> of<00:38:40.840> the<00:38:40.920> company<00:38:41.280> now.<00:38:42.440> And,<00:38:43.520> uh,<00:38:44.040> yeah,<00:38:44.200> he<00:38:44.440> took<00:38:44.640> a<00:38:44.680> chance<00:38:45.000> on<00:38:45.080> someone<00:38:45.320> who<00:38:45.360> literally<00:38:45.680> had<00:38:45.920> zero,<00:38:46.360> zero<00:38:46.800> of<00:38:46.920> the<00:38:47.000> qualifications<00:38:47.840> of<00:38:47.920> the

00:38:48.040 --> 00:38:55.680
actual<00:38:48.400> role<00:38:48.720> other<00:38:48.960> than<00:38:49.160> like<00:38:50.200> the<00:38:50.320> personality<00:38:50.920> traits<00:38:51.280> that<00:38:51.400> he<00:38:51.480> looked<00:38:51.720> for<00:38:51.960> and<00:38:52.960> for<00:38:53.080> both<00:38:53.320> of<00:38:53.440> us<00:38:53.600> it's<00:38:53.720> paid<00:38:53.920> dividends.

00:38:55.680 --> 00:38:57.480
<00:38:55.836> Eric,<00:38:55.992> thank<00:38:56.148> you<00:38:56.304> so<00:38:56.460> much<00:38:56.616> for<00:38:56.772> coming<00:38:56.928> on<00:38:57.084> the<00:38:57.240> show.

00:38:57.480 --> 00:39:00.480
Seriously,<00:38:57.880> this<00:38:58.040> has<00:38:58.160> been<00:38:58.320> a<00:38:58.360> fascinating<00:38:58.840> conversation.<00:38:59.520> Congratulations<00:39:00.360> too.

00:39:00.480 --> 00:39:06.000
Like<00:39:00.720> I<00:39:00.760> said,<00:39:01.000> like<00:39:01.200> in<00:39:01.320> a<00:39:01.360> time<00:39:01.720> where<00:39:02.400> e-commerce<00:39:02.960> really<00:39:03.240> is<00:39:03.400> struggling,<00:39:04.080> Brunt<00:39:04.520> is<00:39:04.680> doing<00:39:04.960> the<00:39:05.040> exact<00:39:05.480> opposite.

00:39:06.000 --> 00:39:10.840
What<00:39:06.160> you've<00:39:06.320> built<00:39:06.560> here<00:39:06.760> is<00:39:07.120> phenomenal.<00:39:08.200> So,<00:39:08.400> well<00:39:08.560> done<00:39:08.880> and<00:39:09.040> thank<00:39:09.240> you<00:39:09.360> so<00:39:09.520> much.

00:39:10.840 --> 00:39:14.400
<00:39:11.035> Thank<00:39:11.230> you,<00:39:11.425> Clint.<00:39:11.620> I<00:39:11.815> appreciate<00:39:12.010> for<00:39:12.205> having<00:39:12.400> me.