How to naturally monetize what you love

it's a great example of you don't wanna be the best you wanna be the only that mentality is how you become the best whittle away the generic parts of what you do and you will be the best one because nobody else is the same as you and you're are those sort of in a market of one yeah i feel like i could rule the world i know i could be what i want to from at all in and like a day alright sean i have a to show you and looking back this is gonna be a little bit of an advice line but not for me but the person i'm talking about so the other day as you know my new thing in my household is i try to go in dates once a week every thursday you know trying to become less roommates more of a married couple and so for this lady reached out to me because she listens to the pod and i had coincidentally also seen her instagram and she did something really cool that i wanted to tell you about so go to scent social club dot com so her name's asia graham she started this business she was like a consultant but she was obsessed with perfume and she created this idea that i think is actually really cool that i call a perfume tour i guess but basically there's this like a part of new york this like of like perfume stores basically she sends out a tight form in advance to everyone on the tour and you like tell her about your personality and things that you're into you show up at a perfume store she gives you a sheet where we list out three stores and three perfume or clones to view per store and she took us on a tour where we went to three different stores whatever and she showed us like all the stuff and she's was like here's why i think you would like this thing and she like pointed it out and you can or cannot buy it you don't have to but look at her instagram because this lady was amazing but the reason i'm bringing this up is because i think that enthusiasm can be a emo in a business so our friend nick gray both you and i one of our favorite people on earth he has the story where he started this business called museum hack which grew to three million dollars in revenue over the course of like three or four years and basically what he did was at the met at a bunch of other museums in new york city the museums are free and oftentimes you can get a free tour but he was like that these tours are kinda lame i'm gonna give more exciting tours and instead of free i'm gonna charge two hundred dollars and he would give this tour where his whole stick was like i forget all of the things but one of his main thing was like i'm gonna show you five pieces of art that i would love to steal today and like that small twist like makes the world the difference and i don't care about perfume professions at all but i went on those ladies tour grant it's contagious though right but it's contagious hey she's so into it and like she showed me one perfume female or whatever i was like that's dope i'll take like that's twelve hundred dollars i'm like where's is the cheaper ones show me the cheap back to the shelf i don't look that's where i think i'll love the scent more of the cheaper ones where's like the abe crumb but anyway i wanted to show you this because a i think enthusiasm is a emo and b for people who have a passion it doesn't matter how like quirky it is this woman turned this thing into it's a full time job she makes a lot of money i think doing it because she doesn't feel like companies and shit well first congratulations on the date night that's actually pretty big in our culture i i i appreciate what you've done there and very creative date night yeah i gotta mix that up this is good so she's just doing this on the side for people is that was no thing it's a full time job and i think that there's three types of customers the first type is like a private tour which we did which i think it's like five hundred dollars the second thing is like she does group tours bio is asia grand i have a perfume for you the best new york city perfume tour it's a great example of you don't wanna be the best you wanna be the only which is always a hard thing right because somebody's always doing something but that mentality is how you become the best because you continue to refine and refine and refine whittle away the generic parts of what you do until it's really the thing that you do well and you do and really whether you're the only one you will be the best one because nobody else is the same as you and here are those sort of in a market of one and she's a great example of this i mean be able to do this full time in new york city that's no joke i mean that that is you would not you would not that takes courage right you wouldn't go into it thinking i'm sure this will work no not at all and i'm curious how does she build up brick by brick you know well originally what she did was i think she got like her friends and she was like this is my friend like jamal i'm gonna like show you his i'm gonna show you how i picked out his personal scent pardon me like and she like went store to store to store she's i don't think she has a huge following what does she have fifteen thousand followers yeah fifteen thousand and you some of the videos do well but but they're not like out of this world i would say i feel like you might be early to the asia grant train you that's why i'm talking about it if she gets one format she's one format away from being like ten levels higher than where she is today and and doing this and this is great what she's doing right now but when i say a format i think people have this idea that they're like oh yeah i'll i'll go viral i think go viral is the wrong idea it's sort of this like false hope like lottery tickets type of mentality but when you say i'm one format away you have all of the upside of the go viral lottery ticket but you're actually using a more grounded approach which is look if i can just figure out one core like show mechanic right this my instagram reel is a one minute show and this show if i just get the right hook and then the right payoff i can do that over and over again for a while here i'm one format away from this becoming ten times bigger than i am today and i think she's kinda like this maybe that format is something like i don't know what she does exactly because i'm i'm looking at her instagram for the first time here but i think if she stopped a guy on the street and like found his scent and but he just looked like a normal guy and it looks like she's stopping him on the street he's a little hesitant but it's this sort of makeover type of thing that's shrunk into this thirty second i feel like she's one format away that's i completely agree that's great advice i also wanted to ask you how would you grow her business so let's just say i i don't know how big she i'm just gonna guess let's say she does two hundred and fifty thousand dollars year in revenue and two hundred thousand dollars year in profit you know she makes a good living for herself i think that most every business can get to five or ten million dollars in revenue in some capacity given enough time how would you get her there well i think you well here's here's kind of a couple ideas so i would say one year one format away the second is the content is the business not the tours so the tours are just content whereas i think what most people do is they say i'm gonna make content to try to get people to book the tour because that's where i get the transactional money it's so that's the real business and i actually think if you wanna go bigger you have to flip that on its head you have to say the tour is just actors i'm essentially having humans that i'm gonna be using to create awesome content and the real business is gonna be building this brand online so that's the the kind of the the flip that i think you have to do if you wanna scale this bigger because the in person tours can only scale so much a guy who's doing this well is that guy jack's dining room we've talked about him before on here mostly because i don't really use instagram and i bumped him in the guy in the new york and now he's like the one example like he'd going into because i it's pretty remarkable what he's done he goes to places he tries the best food in different cities and he just records this instagram content now one thing he has is the thing called the reserve which is like you pay some absurd amount of money i and i don't know what it is it's like it's tens of thousands might be a hundred thousand dollars i don't what it is some crazy amount of money you pay to go on a one you know once in a lifetime food experience you get on a private jet on the jet there's a michelin star sushi chef you land and there's caviar being poured down your eyes and then you get champagne and then you're you know ben a like is there at this thing with you and like literally like i think leonardo d cap goes on these like he's got like mega stars that are fans of his that pay to go do these reserve things but the thing is even if he sells out all of these it's like a million or two dollars million bucks a year of revenue and then it costs a shit ton to run these things it's not a great business business but it is absolutely incredible content and so i think using the the real world business stuff as content is is the smart idea for doing the same thing by the way if you see he's got these like in person workshops and i'm he charged five grand for people to come and i'm sure that thing actually you know does pretty well like probably ten ten million a year but really what he's done is he's using that as a farm system to produce clips and content and the content chris brand he's gonna grip make way more of his brand being famous than he is off those workshops in the end so that's that's the second piece of advice the third piece of advice i would say is i wanna tell you about something pretty cool we have a database of all of the business ideas that have been discussed on this podcast so hundreds of episodes the team at hubspot went through they pulled out all the simple relatable interesting profitable ideas that we have brainstorm and they're all available for download for free just click the link in the description below thank you to our friends at hubspot for sponsored this podcast and putting together this free resource for you guys back to the show do you remember that that great blog post by the ceo of slack called we don't sell saddle here i think she should read that post i think every founder should read that post he wrote this to his team the day slack launched and slack became ultimately i think a twenty five billion dollar company but this was day one and for those who don't know it was a video game company for one or two or three years and it sucked family he was gonna yeah he's gotta give his money back to idris h and there they're like dude i don't care about this money figured out just do something and he does something he's was like well you know while we were building this game we did have this internal chat of those pretty cool like what if we turn that into the product that became slack so what did he say in this blog post he basically says look let's imagine your ac this ac saddle link and your sell saddle and today you could try to sell saddle to horseback riders there's not that many of them amy said instead of selling saddle we need to sell the joy of horseback riding and he talked about how certain brands do this lou you know nike famously did this with jogging so you know nike didn't sell shoes to people who are already track athletes only they basically you know as jogging became a national trend they backed on this idea that like people are gonna have athletic shoes whether their athletes are not that the everyday mom and dad is gonna own these things and kids are gonna own these things and you don't have to be an actual track athlete the way that the company started lulu did the same thing lulu if you walk in their stores you can literally take a yoga class that's kinda weird right why would a clothing store offer yoga classes it's not a big money maker but it's because they needed to promote the lifestyle of being a little yoga girl that you got your cute water bottle and your cute pants and you're gonna go to this thing and you have friends there and nam stay and you know downward dog baby here we go and so they promoted the lifestyle of yoga not just selling these seventy dollar pants and so he said we're gonna have to do the same thing that we know that when you use this tool your your calendar chills out you don't have as many meetings your email inbox stops being overflow that you feel like a sense of with your team even if they're remote that you have it feels like you're in the same room together to hanging that's what we need to sell is the feeling of great team communication of a team working well together is what we're gonna sell and slack is gonna be a tool to help you get there it's just your saddle it's a mentality around marketing that i think would work real well here and so why i say this is because look i'm not a you weren't a perfume guy and tell you went on this thing i'm not a cologne perfume guy but you are now she sold you horseback riding not a saddle because if she tried to say hey here's a cologne you probably wouldn't bought it you weren't really interested but then when you realized that like actually smelling good is part of showing up well it's part of your personality that you can have one that's you know tailored to you and it's very different than something that it wasn't even better she goes you're a masculine guy very midwestern masculine values stoic leadership timeless therefore this one would be perfect i wrote this down i wrote horoscope but better when you started by because i was like she you can just cold read anyone and be like you're a mask guy but you do have a soft side for the people that matter in your life feel like i do that's so true it's like i can say that to eddie guy and they're like yes thank you for telling and this is horoscope so better because the horoscope trend and like kind of the cold reading taro card type of fortune teller type of shit obviously works obviously there's like a market for people who love to be told something like about themselves and that they're part of something learn more about their favorite subject themselves but in this case she's selling a very good back end product on the other hand they which just like here's water with two drops of oil and ninety nine percent profit margins which is way better than what the horoscope person sells which is the horoscope reading the reading is free the and when you buy the water at the end at this insane markup wow this is horoscope but better first of all for those content creators out there who wanna learn how to turn a date night introduce a bang your content session you're welcome that was all be meant you could write that off yeah this is called big a professional take notes dude was i just neo in the matrix just see code i just know where agent smith was just now with that worst but better shit yeah yeah classes and session fools i completely agree with everything you said i think it's awesome well you have to get asia grant if you're listening you gotta have like implement some of the stuff and give us an update i i'd like finding these like creators who are early in the journey and figuratively buying stock in them we did that with you know lieberman brian johnson now asia grant and so i think it'd be fun to get an update on her but i i wholeheartedly agree with your advice our friend david p friend friend of the pod david per p has a great phrase on this he calls it having a personal monopoly and a personal monopoly is when you are you are known for something you're known and so you know he was the writing guy online and he was oh he taught writing courses he always talked about writing and he has a podcast called how i write he really wanted to build a personal monopoly i feel like asia grant is building a good example of building a personal monopoly she is gonna be the new york city scent girl or the new york city perfume for right like she's got that she's got that thing now all she has do is just add layers and layers and layers of def of of more more and more stacking on top of that until there is really only one nobody else could ever come into that category and i think people are surprised but how big things can get our friend nick gray do this with museum tours so it was called museum hack how how big did that get he told me that they did two point nine million dollars in revenue the year they sold and the way the business worked was he started doing a bunch of tours he was probably the only tour guide for a year people spent a hundred hundred and sixty eight dollars or something like that almost two hundred dollars per tour oftentimes the tours were not even sanctioned like he would just like get a group of eight people and just like walk through and i think actually the whole time he like it was like hey i could just do this right and they're like well it's open to the public so yeah you can do it and so he did that and then eventually he hired he had roughly a hundred people who were like up and coming broadway people or comedian or actors struggling you know creative and he would teach them how to do these tours and that's what he did and then he sold he sold at some multiple of of you know either revenue or profit so on so in addition to making the money every year it was actually a sell asset which people don't really think that something like that can and he became like the museum tour guide and then you know this sounds silly to like use these phrases together but he reinvented himself as the two hour cocktail party guys right another thing that you think is really stupid and dumb a two hour cocktail party that's ridiculous a who would write a book on that and b do people really wanna learn how to do it he wrote the best book on it and he sold i i think he sold hundreds of funnels it's another enthusiasm is the moat because what's nick's edge is that he just is more enthusiastic about two hour our cocktail parties than anyone else you know on earth that's what he he naturally felt that way and he really it's less of getting yourself to do something as it is giving yourself permission and trusting that that's a thing that you can lean into it and you don't have to like withhold some per part of yourself or kinda sand bag yourself and kinda hedge and he just didn't hedge he didn't stand bag himself just did what he wanted to do and like went for it and you know obviously amazing things have come out of that as well can we talk a little bit about these kinda like real world experiential tours so there was the guy in new york city who was doing a million dollars on airbnb doing the police tours right or what was it the mafia tours i did tours i also did that one awesome yeah so there's like a kind of genre of these things you know when we went to new york last last month or whatever actually david took us on a walking food tour which was awesome he basically just took us through new york but like i'm not big into sightseeing but if you can't tell pretty into food and so i was like okay you wanna show me some stuff but we're gonna eat every stop at a cool place that has a little story and is known for having the best fro and then the best burger and then the best this and then the best that and that's what we did and it was amazing and i i think that as a like as a thing food tours why isn't that a bigger deal like that is the way i wanna explore most cities is that already a thing when i travel so my wife worked to airbnb and and i think she i don't know if she worked on but somehow was involved with airbnb experiences and so she would always hype it up and we would we all whenever we travel we do food tours that's like how we get around and like learn about citi it's really awesome but i there was this guy in new york city if you google like new york mafia tour airbnb you'll see his listing on airbnb experiences he was a tire police officer and he gives like a three hour tour where he would take you to different restaurants and different places where famous mafia incidents happened and you end at a restaurant where he's in c with the owner like they have permission or he gets a reservation and they he tells you like you know the table that we're sitting at you know sammy the bowl or wherever the names are like sat here and they broker this deal and so we are kind of like them right now let's eat some spaghetti and it's awesome and this guy he's a next cop he actually sold his airbnb experiences is listing to another person who now has like five or six or seven x cops giving these tours and so it's a very miniature version of like alright i retired as a cop i still like want something to do like this sounds like a good thing and let me just step it and do this and so i actually think that like people can vary it's not easy but it's fairly simple they can turn very passionate local experiences into thriving businesses if i had to guess you could make many hundreds of thousands of hours a year doing experiences based off of history and food just like this another guy who did this was in the sushi space actually so there's a guy he's hampton his name is guy guy allen and i he opened up this restaurant if we went to it in new york it's a little o omaha bar it was in the like dude do you look like it was like you have to go down this back alley staircase it was like there's no way and then everyone's like this is the hottest hottest does gosh ticket in new york right now i was like no way where are we and i walk in so sushi great and i was like dude how did you how do you get people to find this place it's literally on an unmarked staircase in an unmarked door in the like how could people how could this have gotten hot like you're literally defying the laws of real estate here the restaurant is called send sushi yeah send sushi and he was like oh well you know i basically spent a decade building up my instagram because i just love sushi i just he's this guy had just great enthusiasm for sushi and have been traveling around talking about sushi on his instagram he had a book like a sushi tape coffee table book i think that he had released all that stuff let led out to this point where as soon as he opens the restaurant bang you know like line waitlist list etcetera etcetera and what's what's funny by the way when i met i was he like told me what he was doing and i was like this is a horrible idea and then i like research him because he's like a white young guy and he's like i'm with a sushi russia i'm like are you sure right why did this easier ways to meet asian women like yeah i'm the only way like guy in new york but but you know one thing that is really fascinating actually on the business side because there's only like eight chairs in the restaurant so i was like dude even i get why there's a line there's only eight chairs like you know what are you gonna do and he's like well delivery is huge and so apparently they're doing like millions a year in door dash deliveries and pickups and which is like i i just never really seen that yeah so it's like this interesting kind of like a ghost kitchen like more than half the restaurant is just the back back kitchen for delivery but it's a it's not like most ghost kitchens on door dash where you've never heard of the brand or it's like a it's a random like fictitious name this is like a really high end well known brand that has this huge delivery operation i thought that pretty interesting yeah they kill it and it's awesome we're we're give shout to everyone order from sun sushi hey let's take a quick break you know that feeling when strategy is done the brief is written everyone's aligned and you realize someone still has to sit down and actually create all the content that someone is usually you and it's due tomorrow well the breeze assistant from hubspot can help it works right inside hubspot you can draft a campaign copy blog posts emails all in your brand voice all using your actual customer data so you don't create just content you create content that converts check out hubspot dot com the agent customer platform for growing businesses well call us dolly part because that's the next subject r ip we famously had a dolly part moment many years ago where you were like yeah dolly you know dolly pardon and i was like honestly not really he were like boy everything here i was like i know the name but i can't really tell you because you're really no you don't dolly and i was like dolly what is dolly and you made fun of me for years that i don't know dolly pardon and then honestly justified because now dolly part unfortunately just passed away and i went dual learning about dolly pardon i did not put enough respect on this woman's name can we do a dolly pardon yes the week sean described dot who dolly part is or what she looks like to a non white midwestern guy well you know this changes over time and like age but like you know she was this kind of almost larger than life character big blonde hair yeah almost like kind of all american but then every knob was just dialed up the makeup was dialed up the hair was dialed up the body was dialed everything was dialed up the style dialed up that's kind of like became part of the stick and she's actually talked about like the dumb blonde packaging like she kind of created the brand and then she was like i don't mind when people call me a dumb blonde because i know i'm not dumb and i'm not a blonde either and like basically basically like you know she created the brand the iconic look which was very distinct and like know i've always like joked about this with myself like out long hair wants during covid and i was like well people are like why you doing this and i was like well it can't be good looking and you gotta be interesting looking and it's just like a general philosophy which is like actually like in terms of branding that actually is not untrue that yeah that you the like distinctive matters a lot more than sort of the objective attractiveness about about somebody yeah so what do you know about it for for the for the other ignorant people like me who didn't know here's the story so fourth of twelve kids you know born in the smoky mountains of tennessee immediately has like you know sort of gift but also an interest in saying writes your first song at five years old at ten she's performing on stage and you know fast forward the tape and she's a very successful singer and if that was the whole story wouldn't be a very interesting story but the singing part is pretty impressive yeah she does a over a hundred million record sold ten grammy but then she just was a prolific business woman so she owns this thing called dolly which is this essentially like a disney world in in tennessee like a amusement park that brings in millions of visitors a year and is actually a big contributor to her fortune and the reason why she can qualifies billy of the week she's she kind of passed away with a net worth over five hundred million dollars which very few artists ever get to and then on top of that is this large life personality every quote you hear about her any person who ran into her just like on on any any age any background any race any political orientation they all loved her and they all literally like there's quotes now that you she passed out they're were like yeah i remember meeting here and i went and called my like i think i actually met an angel like you know like just think these these quotes that you don't really hear for most people and also a very prolific philanthropist did a lot of great things in the world where her music is you know maybe three or four on the list of great things that she did in her lifetime and i just wanted to kind of walk through some of these incredible incredible things that she did i was pretty inspired by some of the and by the way just on accomplishments some of her most famous songs she didn't sing so i believe she wrote i will always is i always love you by whitney houston yeah there's actually a great story around did you know do know the full story of this no okay so two two crazy things about this one she wrote i will always love you and jo in the same night oh wow which is one of those like there's these omit this happens many times is like these these you know days or decades happen type of thing where people get this creative streak and they just go and this is shoes she's a good example of one of these the second thing is she did sing the song so so one of the things that happened was when she went out to go try to be a a artist she leaves the home she's gonna go try to make and like there's like this hero's journey if anyone who goes and tries to make it we had our version of that move to san francisco try to make it as a founder as a tech entrepreneur and she went to nashville she was in nashville try to make it as a country artist and she was actually singing backup up for this other guy and she had a deal with him where he he's like okay i'll take you to my gigs i'll pay you but you'll be a backup singer and like kinda side performer basically had my shows and you you gotta give me five years and she's like okay like i really have any other way to make it but like alright so she agrees to this she's now seven years into this thing and it's pretty miserable like she doesn't wanna be this guy's side kick and he doesn't treat her that well they're kind of are not even on speaking terms at this point she's still performing at his shows and she kind of like i'm gonna quit and she using the emotion of that wrote i will always love you she performs at for the guy and she's like i wanna go out on my own and he's like on your own and she's like i have the song she plays it he breaks down crying and he's basically like alright i'll let you go if you record this song and i want a piece of the the action of this song oh and so she and you know one of the things that she did a great job of it in her career one of the reasons she built such a big empire was she understood the value of her music in a way that most artists do not and that song i will always love you it was such a bang early on that like this everyone who heard it new this is gonna be a winner elvis wanted to buy it so elvis was like i'll sing the song and she's like amazing he's like and i'll own over fifty percent of it and she's like not don't wanna do that like how about you sing the song and we'll do the normal like kind of you know whatever the the rights breakdown normally as of the the song creator versus the artist who sings it and elvis was like no no i need to own most of i'm elvis i'm gonna blow this thing up and she turns them down she turns down elvis to make a better nothing like a still that's her sal move so she bets on herself she sings the song the song does well one day she's in her car she hears whitney houston singing it and she's breaks she's like i'm like it's like hearing the song for the first time like what whitney did with it was next level so but she had because she owned it she got royalties on every time that song plays which if anyone's been in the world plays all the time and so like in the ninety nineties she made like tens of millions and royalties just off of whitney houston's version of i will always love you well and the album that that song was on it was it was for the bodyguard the movie the bodyguard that's it's i at the time i think it was the number one best selling soundtrack of all time and that was that that song and that movie was one of the reasons whitney houston became a american superstar but catapult to global super superstar and then like the legend that she is took ten million dollars that she made of that in the nineties reinvest it in like an all black community to build housing she was like it just seemed like the right thing to do and she just kept doing what seemed like the right thing to do over and over and over again and nobody's perfect but man she did a lot of amazing things i'm gonna tell you something what else tell me everything okay so she's pretty famous for some of the plans where she did tennessee so she her dad could not read a write and she always saw how that kinda held her back and like you know twelve kids dad can't read it write he worked really hard didn't make a lot of money and so she was like alright like they were like dolly you know you could set up a foundation you could set up a a a a fundraiser you could perform at she's like how about i just get books in the home and they're like yeah dolly you're an artist you could you could go do this and you could tap into your network and you could raise money and they have a gala she's like how about i put books in the home and so she just decided to send books to people's homes for free for years and she sent like three hundred million plus books to people's homes over her lifetime what's that called the imaginary library three hundred twenty five million books since nineteen ninety five as a tribute to her father who couldn't read it write okay so that was one of them there's another thing she did she went to her county and she got all the seventh and eighth graders in the county and they they a huge problem with graduation i think like thirty five percent of the kids were not graduating and so she went and she said i got an idea same thing again like kind of ruthless simplicity in her approach to to to solving these things and so she just went and she said i'm gonna pair all of you up and here's the deal you're gonna sign a contract with me and the contract says if both of you you ever everybody gets to buddy and if you and your buddy both graduate when you graduate you get five hundred dollars now this is back in the eighties so it's like more like kind of fifteen hundred or two thousand dollars basically worth worth of money just a lot to a kid she was like if you both graduate you both get the money but if you don't both graduate you don't get the money mh and awesome the dropout rate dropped from thirty five percent of kids not graduating to like six percent it was like this incredibly effective program that was basically dolly part being like listen up kids like give me five hundred bucks if you graduate dude have you whatever like there's all these studies going on right now about the stem checks stimulus stimulus checks and turns out that just giving poor people money is probably better than like a huge percentage of charities where they're like you know in order to like help young single moms who are poor i'm gonna help you get a job i'm gonna help you like gotta go through this program and then gonna or i'll just give you two grand and like they have found that like because it's a it lacks administrative costs and it's just here's just money and like there's a a larger percentage of time it just gets a desired outcome and they asked her they were like you know why are you doing this for these kids and she basically she didn't she and herself didn't have kids and the reason why she had endometriosis and basically had like a h when she was in her thirties and so she couldn't have kids but like listen to this attitude she goes i didn't have children because i believe god didn't mean for me to have kids so everybody's kids could be mine and i could do things like the imaginary library because if i hadn't had the freedom to do the work i wouldn't have had been been able to do all the things that i've done and like what what an attitude for somebody who took kind of like a lemon from life and was like okay i can't have kids and put a different meaning on it it's like so everybody's kids can be mine and i'm gonna go help all these kids instead and you know i just thought does like kind of amazing your this this evolution of sean from not going to from not knowing who she is too big or a biggest fan i find to be incredibly end your i i this is like this is like watching puppy play are you having this reaction in you because i have this all the time if i tell somebody about a show being great and they're looking kinda like yeah yeah and they don't watch the show then the years later they're like dude have you seen the show i love the show i'm like i i told you about the show and i get infuriated and i'm just like i need to like assert my like my claim to their like thing are you feeling that because i know i can't take that because frankly at this point you probably know more about her than like i grew up listening to her and i lived at nashville and in nashville she was always like oh like a mini mirror she was like she's always been like the shit forever but now you actually know the facts you're like a tourist who like knows how tall the tallest is building is so true so true that's so true yeah i'm doing the tourist thing where i like got the pamphlet in the guide right you know everything anything in the local i you know why paid attention to it because i saw when it happened i was like okay dolly park passed away and i'd remember just thinking like sam's probably cares about this and i scrolled on and then i saw the i saw trump had like a tribute and i sc one tweet and the democratic socialist had a tribute and that never happens didn't happen when you know you know the queen died michael jackson you know it doesn't nobody gets that side i was like wow who who gets the like these kind of like warring tribes to both actually be like yeah she was the shit and rappers came out and we're saying she's the shit and taylor eminem and m was saying and taylor so say but they all not didn't say like generically dad had a personal story of some way in which she did a really good thing for them somewhere along the road like there was this great story that was like she lost some grammy some musical award say two three six mafia and then they're like dolly like you know you know bummer on the the lost or you know three six mafia and and she's like they're bringing it home to tennessee i'm happy for i don't know their music but i'm really happy for like i'm really happy for that you know i'm gonna go home and listen and was have you if you look at what martha this stewart has done that's a really kind of that's somewhat of an interesting comparison although i would say dolly was probably a better person she was married to the same guy forever and like what seemed like a pretty good yeah personal all around whereas martha a little bit more shark but she was like well respected by all these people but she also nine to five if i'm going off memory so i could be wrong here but it she was regarded as like definitely like a women's right advocate the movie you mean well the song was written for the movie oh so so good story about the movie too here's another fun fact that earned another respect point in my in my books so she goes into acting and i think a lot of people take confidence from one area and it becomes false p provide when they move into another area you'll see this lot with like i'm a businessman now let me give you my views on gaza right like you know it's like well maybe you're not the best person to do that you just have the ability to talk about it that doesn't mean you necessarily have like earned your stripes in this one area so she goes into the movie business right and like i would say most celebrities in they're go in the move business they show up the cameo and they wanna do a good job but like they kinda show up and hey i'm me you know so that should be enough right she not only learned her lines she learned every line of every character in the movie she had the whole movie downloaded in her brain because she wanted to be so prepared to do a good job and it just that's how she showed up and it kinda blew everybody away on the set because they were like wait why does dolly know every she knows where the like the scene changes and she knows where the cut is gonna be like how is this possible we just got here it's day one let me give you a couple of others nobody knew her phone number so she was we we all love a an unavailable queen here she was she was like you know nobody her phone if you wanna get in touch with her you fax her manager your phone number and then you'll get a call from a phone number and she'll talk to you and so she wanted to be kind of independent in that way did you read about her husband well all i know is that she was married for like sixty plus years and this guy was like never in the limelight i don't think you could find a photo of them yeah that's crazy he basically was i think he was a truck driver maybe ari can correct me but he was a blue collar guy and there was like a joke which i don't if it was true that he like never saw any of her performances but she like loved him and like said he was the man but he was like this very much like a what is it called the strong silent type he was that masculine one sent too yeah yeah he he i don't know if he would go at a perfume tour but if he would he would get the flavor rain which was also the same one i bought and so yeah he was kinda cool he was like like mysterious we'll leave you with a a great dolly part and quote i tried every diet in the book as about dieting i tried every diet in the book i tried something that weren't in the book i tried eating the book it tastes a lot better than most of the diets she's awesome man alright well dolly you'll miss sorry i didn't learn about you till you passed them away but i i have a big fan now i have one more story that i could tell you as it happens all the time coincidentally it's all gonna converge we're gonna combine enthusiasm into southern stuff have you heard of roping roping is that something you do in your date night now as well or what was going we're not there yet but roping is it's it's it's similar to it it's could be part of a rodeo but it's basically where not a but a steer of they're they're actually different i think it's steer is a cast traded bull in case you're wondering yeah what a low great insult to start using you're a steel dive bowl if you know what i mean yeah could be a bowl no ball stuff yeah roping is when the steer goes into the into the the area and then two guys have to like quickly like rope it like you know you ty el catch it but what do you do snag it then what pulls you a lot of people think that i'm like a hill billy and they assume i know these things but like i i don't actually know right top yeah it's same dresses like a cowboy but lives in a like fancy new york city apartment in painting i've been to the rodeo but like sort of like seeing like a mar girl parade like i can't tell you anything that's actually going on and hoping what you got but it's a sport because it's like done by like working class dudes it's a little bit like golfing used to be it was like enthusiasts were into it but it's not much of a sport in terms of like professionalism and like being a big thing on tv although it is it's it's still quite niche well in the early two thousands there was this guy these two guys named andy and tom and they started a company i believe it was called active interest media and they started like buying these niche magazine and i think they bought one on sailing they bought one on a couple other things and eventually they kinda came to this conclusion that there's just like niche sport or people who care about horses like they love horses particularly like the cowboy shit like roping and they're like this might be a thing and so they start this thing called the acquiring network and they start launching magazines where they are appealing to horse owners which is kinda like laughable if you think about it not laughable like to the people who into it but laughable if i'm like you're gonna create a big business for people who own horses like that doesn't sound that big or interesting and make they turned into a magazine magazine start going down they turn it into a website where they only only are getting like six hundred thousand monthly unique like it's pretty niche and small but what they noticed was that there's this one company that was advertising on their website and it was basically the triple for horse trailers so if you're driving like my aunt and uncle by the way are professional cowboys my cousin was a professional bull rider my aunt uncle own the bulls that they are paid to bring to different rodeo and they it's called bucking bulls that's what they call they're like how hard can your bowl buck you get paid on on that but there's this whole sub culture of people who are bringing horses on trailers and when their trailer breaks down they need a very particular type of like aa person a triple a aaa yeah aa y l yeah it's like a canadian talking about alcohol sounded at this aa anyway anyways they realize that this business is like this is kind of interesting and they called guy they're like how do grow this saying they're like i don't really i just advertise with you that's i've gotten all my customers and they're like they're like down doesn't work niche down harder okay go so then yeah and they did that and they bought this business for like next to nothing and they've grown it and they're were like bingo we got the we got this a great crazy idea where they have this like small website for horse owners but they buy and start every business under the sun for this and so they own the the the aaa for horses they own a fly control business that has forty five hundred people spending something like three hundred sorry forty five thousand people spending like three hundred dollars a year and they like send you stuff to keep flies off your horse they now own the largest roping event in the country and they own all these other businesses and i just saw that they sold they sold for three hundred million dollars i think like six months ago and now the guys who were previously i believe the president and ceo of wwe are now helping run this business because they think that this is gonna be like the next big entertainment business particularly roping they're like four or one k's for your horses they do everything well they have ride tv which is a two hundred dollar a year streaming network where you can watch the best roping events they have a barrel racing event they have a jumping event they created software how do you know this where did this come from that's what i do i i actually has mo start where the notes come from yeah i just i've entered i've always been interested in media and i saw this business and the found under and ceo he said they do eighty five million dollars year in revenue with high twenties profit margins they only have two hundred employees i saw they just got bought for three hundred million dollars and i saw that the wwe guys i forget their names who they are i saw that they are now on the boards and they're like are leading the business and i'm like what is going on and then coincidentally we have a guy in hampton who's also named name is sam and he built software to help horse owners like aggregate stuff and i had kind of heard of this business and he was like dude did you gotta check out the horse world it's way bigger than anyone realizes and he's like these people who own horses they will go broke they will not pay their rent before they give up their horse and their horses rent because horses cost like thirty gs a year to maintain and he's like they are so passionate i've never seen such a crazy so anyway that's how i got into the horse world but pretty interesting right dude have you've ever been on inquiring dot com yeah yeah i i could literally just buy a horse right now i don't think that's there i don't think that's theirs is it i don't know but there's a horse called houdini bride and right out the meat is one dollar he's in new york he's a thorough bread but like i don't know take a look at who houdini bride he doesn't look like a thorough bread to me go to go to network dot com it's pretty good hold on i don't wanna lose my cart as i out go to coin network dot com look at that yeah the it looks like they got the the two businesses you talked about in terms of their product fly control and roadside assistance e sports test your sport your source for a acorn sports news in case you needed one dude tb vpn for horses let's go you you know what i think is actually gonna be a huge thing peptide for horses oh yeah peptide for any peptide for anything for babies i haven't heard one peptide for x that i haven't liked yeah i i fight for dogs i was like instantly like hey who's doing that i need to invest and that peptides for men peptides for women peptides for horses sure why not well that's my story on the acquired network this is just like one of the same specials where i just wanna show you something that i didn't think you knew about and hopefully all you did i all you you odd me you don't seem odd let's go to like a silent for it it's like a inner all like there's like a a deep a deep ball thanks podcast guest is brought you by my friends at mercury they make the world's best banking product i think you know this already i used mercury for all of my businesses think i have like maybe seven eight businesses we use mercury as our business banking across all of them and now they actually just launched a personal banking account so i have my personal account there i moved off of wells fargo in chase i'm just all in on mercury why i like products that are easy to use i like products that get me and the problems that i have so like it very easy to make a joint account with my wife very easy to spin up virtual cards one click and i get savings yield it just has all the stuff that i need in one place so if you're looking for the best banking product on the market definitely mercury i will fist fight anybody who disagrees me on that go to mercury dot com slash personal and learn more mercury is a fintech not an fdic insured bank banking services are provided through choice financial group and call them an a members fdic can i give you little quick hit at the end here yeah did you hear about lebron james as brilliant business move which one no a great answer lebron did something very very interesting i i i hadn't really heard of any athlete doing so don't know if you know the lakers owner got a bunch of trouble and had to like flip the team recently and it was like this whole thing well in that people started looking into like well what is his his firm guggenheim like these advisers investor types what what have they been helping with and one of the things they found thing called the lebron wait hold on you let miss of the the guy who owns the lakers is rich because he owns a financial firm called guggenheim is that right he has like guggenheim but then he owns insurance companies and why is in trouble is because the insurance companies insurance companies have a float you can invest the float that's what buffett and others have been doing for a long time but there's a caveat you can't invest the float in companies you also own and he had reported like yeah like i got a little bit of related part yeah like whatever one percent or something like some small number like a billion dollars of related party assets and then they looked into it and it was more like twenty billion dollars it's like way above the threshold and and this is a a legal thing it's therefore yeah like it was it was like a whistleblower and it was like so now he's in trouble and his insurance company needs to sell related party assets that they had used the money for to get back in good standing and so he had to sell the lakers he's selling like his stake chelsea or something that he's whatever whatever team he which is interesting he sold the team to a guy who got rich partially because of an insurance company because he wanted to float josh fisher yeah yeah exactly correct and so he anyways that's what's going on there so they find this thing about lebron and so what's the lebron story okay so here's the short story the i one of the name of it it's called kim king james funding people find this llc king james funding what is that and why did it get three hundred million dollars yeah in this bond offering and this is like highly rated credit bond so well here's what happened lebron when he was just many years ago probably is two thousand eighteen lebron james while he's in the calves decides to pull like create a bond offering against his nike contract so i don't know you know but lebron has a lifetime contract with nike and so just like jordan is still sewing shoes even after career lebron has a deal with nike to keep using lebron name and likeness to sell products and lebron realized lebron his team and then actually his money manager who's the same money manager for wealth manager for beyonce and a few others came up with a very smart idea which was they've used the old bowie bond thing i don't if know with david bowie david bowie musician created something called the bowie bond back in the day and raised like fifty million dollars selling selling his like future music catalog it's like it's really innovative way to pull down funding but it it's a bond so he wasn't selling it he was getting money up front and he would pay i don't know what a seven percent loan and people thought that was a is exactly so when lebron did it was lebron created a bond offering and it's a thirty year bond or thirty one year bond with like a sub five percent coupon right so he basically owes five percent interest but he got three hundred million dollars front now the beauty of this is debt when you get when you get debt or loan it's tax tax yeah so he gets three hundred million of cash now he doesn't have to wait for this lifetime contract he doesn't pay tax on the three hundred million so he gets three hundred million outright that he can use to like invest or do other things and it's secured by this nike contract but he still owns the upside of the nike it's like he sold bass he just took a loan against it so he's if he you know he still will make more than that off the nike contract how this different than than factoring or like when you get a loan against your receivables it's not right i think it's like technically a little bit different right so in a bond offering like like other people could participate so like several firms participated in this bond offering it was rated by a credit agency who's kinda like looked at it and said this is like this is better than the you us treasury you know like this thing will pay out and so you know he he did that and he unlike factoring you know he didn't do the he didn't like take the whole contract and basically like say yeah give me x upfront and you keep like when you factor let's say a million dollar contract you might take nine hundred thousand they get to keep a hundred thousand okay because that's the the big for giving the money up upfront that he still gets his whole thing he just has to pay this loan down over time and there still some risk like if he did something inappropriate or whatever like nike could have you know taken the contract away but that's okay so that's crazy that's that's interesting good for good for lebron kind of and this is only on his off court income it's not on his like actual basketball contracts at all and so this is like just his endorsement deals and all that stuff it's pretty brilliant you know props to lebron for for a pretty bad business move but what about guggenheim how did that come into play guggenheim has like an advisory practice so when they traced it they were like it great so these different like you know like what were the names of the companies that like bought it right it was like who bought it it was like midland national life and north american life and health like they're like two midwestern life insurance companies were buying it but they were advised by an arm of guggenheim and so that's just how we it's so it's all tangled in this it's just yeah they just found it because they were a lot of people were looking into like what it sounds like it was all it's all very circular you wasn't even on the lakers then and like you know maybe this maybe there's a relationship and maybe that's why he went i don't i don't know all that but like definitely definitely very interesting that quite leonard interesting but definitely interesting there's a funny meme going on right now in the instagram space of like i guess there's there must be a channel or something but it's popular now for athletes to talk about how much money they made but they're like like i made a hundred million dollars but doesn't not as much as you think and they like break it down and they're like i then doubt there's like a competition to where it's like but i still slept to an air mattress or like but i you know like but i still like i only wore one sack like it's like it's so like or they're like have you noticed this like this is it's we gotta like i don't know if this is actually a meme but i i'm kind of pretending that it needs to be pete p poison is basically saying a hundred million dollars isn't as much as people think so dig a huge hole and then to get out of the hole you're like but i only wore the one sock it's like you have to do the like really likable like i'm just so grounded you know type of thing at the end to try to dig yourself out of this hole of you know of a hundred million days as much as people people think yeah i just like again i'm trying to say we have to buy stock in this potential meme it hasn't happened yet but i'm noticing that like i'm seeing all these athletes like i only made this much money enter huge summer of money but when you think about it it actually you gotta do this here guy you gotta get your on my house you gotta do this so i really only netted with enter but also big number and therefore i had to do enter an extreme frugal thing that potentially may or may not is that frugal right right right yeah like lebron famously like he doesn't turn on roaming when they go play the raptors in canada he's like no i'm good like i'll if i got wifi i got it if not or not and he's got like spotify with ads still it's like dude jeez there's a there's another versions this i think like you could watch the pendulum swing in culture and so there was like a big swing for a long time which was like flash us so like a way like the cool thing to do was to ball out whether it's the cars the houses the clothes the chains the grill whatever it was and now i think it's swinging back the other way where like you see the athletes bragging like i didn't even touch my nba contract i live off my shoe deal my nba contract goes into this and that's compounding and i own forty two gas stations and can i tell you about cap rates and the other going like sa bulky on their ass and they're like you know on the other side of the spectrum and i think it's gonna be cool to be fiscal responsible it seems like that's the way that the culture is shifted and that's now the brag and before that's the flex before the flex was look at like you know like the hydraulics on my car type shit yeah well it's because all these guys current and ex players have podcasts now and like the best clips the ones that go most viral are when they talk about money and therefore like sophisticated or savvy or just like slightly responsible moves and discussions are becoming the viral things and therefore it's becoming more popular to actually be that but i i think lebron gets a lot of credit in this you know lebron did a bunch of things that most guys don't do so he turned down mcdonald's and coca cola early on and why one of the reasons why it was they've basically discovered this pizza chain called blaze and they were like look you could do this mcdonald's deal and you'll get the cash you you'll get cash every year but we could be owners of blaze and we could be a part of like the franchise and then if we talk about that we use our put our put our muscle behind that that might end up being worth a lot more magic johnson in shaq had done these things with franchises so people people kinda started to understand like oh you don't wanna be the employee you wanna be the employer you don't wanna be the one getting just this marketing payment you wanna be the owner and like that's the goal and so and similarly like his tastes are not you like he doesn't shout about drinking in hen he's like a avid wine head and we'll talk about wine that he loves and it's like almost like in some ways it looks sometimes like a little over compensation is like you know it's kinda like the funny memes over he's like reading the he's like holding a book but it's like upside down or you he's on page two always like what's your favorite thing from the book and he's like oh man so many so many how gotta choose i'm like well just name one he's like oh man one is like i know what it's show many come to mine i just even tell you any of them so it's like he kinda gets made fun him that way but like in a way look this guy grew up super poor single mother never met his dad type of shit and like to have made it it's like yeah i own assets i have wine collections so i read i do it you know like all the sort of hobbies of the traditionally white and wealthy and i think like those golf like he's on a huge golf kick right now is he good he's like okay actually his son is amazing really seeing so his son who gets a lot of shit because he's like you know a rich live up to his dad basketball career watch one video of bonnie james swing at a golf club and tell me he didn't choose the wrong sport smooth butter unbelievable golf swing and so you like you know like i just think there's like an interesting thing to watch where with the trends centers are it's cool now to do the stuff that was kinda lame white guy stuff before and now that's the cool thing to do dude this awesome i i've never been like the biggest lebron fan i don't pay attention to the basketball but like obviously he's famous and like he's no only pardon yeah but like he doesn't do anything bad no it's incredible i mean like you could like again this is not a basketball guy or like i guess there's a stereotype that he flops and that he they i saw the video that i don't know if the air ai or not where dennis rod call he goes michael jordan's the goat and then lebron the other go go on to another team shit wow i was not prepared for that that's good he's was like again i don't know if it was ai not ai apple but it was like potentially ai did robin being like michael jordan stayed with the same team he won all the time this guy like gets upset and he leaves like that's not the you're not the goat but like he seems like pretty controversial free yeah he he's on a sale i mean basically look at the history of any child actor any child it's impossible to be he was star from time he was out a twelve thirteen four fourteen on the cover of magazines at fifteen you know his his high school was airing his games when he was a junior in high school on espn they're playing high school basketball games of this kid and for that to have worked out yeah press literally like one and eight billion like there's not really and you know go look at c coke and go look at like people who had far less fame and attention and expectations as lebron to have not just not become a screw up but to have actually exceeded the delusional expectations is unbelievable yeah i like that tear die there day because there's like an inspirational video of him playing with song and i'm like fa the coolest shit ever like those videos or when like someone plays their first ml b game and the and the dads in the crowd like crying right sound like that gets me every time is does he have other suns or just one yeah he's got another son bryce who's also a basketball player he's in golf he's he's better so i think he he has a good chance to make it but and then he has a daughter as well this episode is called the boys got range because frankly we were all over the place and also frankly i think all of it was amazing and frankly it all landed yeah so shout out to frank shout out to everyone that was awesome that's it that that's the pod i feel like i could rude word i know i could be what i want to from at all in and like a day's off on a road travel never looking back alright let's take a quick break i wanna tell you about marketing cool it is a podcast that is part of the hubspot podcast network and it is run by neil patel and eric too and these guys are both marketers who are running businesses and so if you want real world tactics from practitioners who are actually out there in the field doing it this is the podcast for you check it out wherever you get your podcast