so here I am I let my high school a school that had never been to the state
school that had never been to the state
school that had never been to the state tournament and they said no way magic
tournament and they said no way magic
tournament and they said no way magic can lead them to the championship and I
can lead them to the championship and I
can lead them to the championship and I love proving people wrong and we started
love proving people wrong and we started
love proving people wrong and we started off my first year in high school we were
off my first year in high school we were
off my first year in high school we were picked last coming in last place we got
picked last coming in last place we got
picked last coming in last place we got off to a great start
off to a great start
off to a great start ain’t no I went to a school that was
ain’t no I went to a school that was
ain’t no I went to a school that was supposed to win the state title they
supposed to win the state title they
supposed to win the state title they were supposed to beat everybody and we
were supposed to beat everybody and we
were supposed to beat everybody and we blew them out on their home court and
blew them out on their home court and
blew them out on their home court and that same 15 year old had 38 points and
that same 15 year old had 38 points and
that same 15 year old had 38 points and 19 rebounds and 18 assists that was my
19 rebounds and 18 assists that was my
19 rebounds and 18 assists that was my first triple devil ever and our sports
first triple devil ever and our sports
first triple devil ever and our sports writer came in and said somebody’s
writer came in and said somebody’s
writer came in and said somebody’s already called dr. J somebody’s already
already called dr. J somebody’s already
already called dr. J somebody’s already called Big E I want to call you magic so
called Big E I want to call you magic so
called Big E I want to call you magic so at 15 years old that’s when I got my
at 15 years old that’s when I got my
at 15 years old that’s when I got my nickname magic well I let that school to
nickname magic well I let that school to
nickname magic well I let that school to the state title we won I had to make a
the state title we won I had to make a
the state title we won I had to make a big decision where would I go to college
big decision where would I go to college
big decision where would I go to college because everybody in America were we’re
because everybody in America were we’re
because everybody in America were we’re recruiting me I decided to stay home and
recruiting me I decided to stay home and
recruiting me I decided to stay home and go to Michigan State oh yeah all right
go to Michigan State oh yeah all right
go to Michigan State oh yeah all right go green go away they said no way at six
go green go away they said no way at six
go green go away they said no way at six nine could I play point guard in college
nine could I play point guard in college
nine could I play point guard in college and they said that again I said oh thank
and they said that again I said oh thank
and they said that again I said oh thank you for saying that I was gonna prove
you for saying that I was gonna prove
you for saying that I was gonna prove them wrong once again and sure enough we
them wrong once again and sure enough we
them wrong once again and sure enough we had a great year my freshman year I
had a great year my freshman year I
had a great year my freshman year I decided to stay in school because I was
decided to stay in school because I was
decided to stay in school because I was not ready mentally or physically to go
not ready mentally or physically to go
not ready mentally or physically to go to the NBA
and I came back and we went all the way
and I came back and we went all the way to the NCAA championship and we met that
to the NCAA championship and we met that
to the NCAA championship and we met that blind here God you know who I’m talking
blind here God you know who I’m talking
blind here God you know who I’m talking about his name is Larry Bird and we
about his name is Larry Bird and we
about his name is Larry Bird and we played them for the national
played them for the national
played them for the national championship in college and we end up
championship in college and we end up
championship in college and we end up beating Indiana State and Larry Bird for
beating Indiana State and Larry Bird for
beating Indiana State and Larry Bird for the championship so now in two years
the championship so now in two years
the championship so now in two years I’ve won the high school championship
I’ve won the high school championship
I’ve won the high school championship then the NCAA championship and then I
then the NCAA championship and then I
then the NCAA championship and then I decided it was time to come out of
decided it was time to come out of
decided it was time to come out of school and Los Angeles Lakers came
school and Los Angeles Lakers came
school and Los Angeles Lakers came calling which was great for me they
calling which was great for me they
calling which was great for me they played with Kareem abdul-jabbar and long
played with Kareem abdul-jabbar and long
played with Kareem abdul-jabbar and long story short we won five NBA
story short we won five NBA
story short we won five NBA championships and went to the finals
championships and went to the finals
championships and went to the finals nine times in 12 years and then after
nine times in 12 years and then after
nine times in 12 years and then after playing basketball I had to decide what
playing basketball I had to decide what
playing basketball I had to decide what am I gonna do with the money that I’ve
am I gonna do with the money that I’ve
am I gonna do with the money that I’ve been saving up from my salary where was
been saving up from my salary where was
been saving up from my salary where was I going to invest it when I looked up
I going to invest it when I looked up
I going to invest it when I looked up african-americans have a trillion dollar
african-americans have a trillion dollar
african-americans have a trillion dollar spending power Latinos had another
spending power Latinos had another
spending power Latinos had another trillion dollars spending power right
trillion dollars spending power right
trillion dollars spending power right now but there was nobody going after
now but there was nobody going after
now but there was nobody going after their disposable income so I decided to
their disposable income so I decided to
their disposable income so I decided to build my business in urban America and
build my business in urban America and
build my business in urban America and when I did my homework and research I
when I did my homework and research I
when I did my homework and research I found out that minorities are the number
found out that minorities are the number
found out that minorities are the number one group of people going to the movies
one group of people going to the movies
one group of people going to the movies but there was no theaters in our
but there was no theaters in our
but there was no theaters in our community so I believe in partnerships
community so I believe in partnerships
community so I believe in partnerships that’s really important so Peter Gruber
that’s really important so Peter Gruber
that’s really important so Peter Gruber was one of our season ticket holders I
was one of our season ticket holders I
was one of our season ticket holders I went to dr. buss I said give me the
went to dr. buss I said give me the
went to dr. buss I said give me the season ticket holders that come to the
season ticket holders that come to the
season ticket holders that come to the Laker games because I want to take
Laker games because I want to take
Laker games because I want to take twenty CEOs to lunch so our cold car 20
twenty CEOs to lunch so our cold car 20
twenty CEOs to lunch so our cold car 20 CEOs and those CEOs went to lunch with
CEOs and those CEOs went to lunch with
CEOs and those CEOs went to lunch with me also they became our mentors and I
me also they became our mentors and I
me also they became our mentors and I picked their brain about how do I start
picked their brain about how do I start
picked their brain about how do I start my business what should I look out for
my business what should I look out for
my business what should I look out for and they all gave me great advice and
and they all gave me great advice and
and they all gave me great advice and that’s when Peter Guber was one of the
that’s when Peter Guber was one of the
that’s when Peter Guber was one of the guys in that meeting and so I called him
guys in that meeting and so I called him
guys in that meeting and so I called him after our meeting and said look the
after our meeting and said look the
after our meeting and said look the growth of your business will be through
growth of your business will be through
growth of your business will be through urban America you build a lot of movie
urban America you build a lot of movie
urban America you build a lot of movie theaters but none in our community so
theaters but none in our community so
theaters but none in our community so let’s do a deal together so we did a
let’s do a deal together so we did a
let’s do a deal together so we did a deal and we built Magic Johnson theaters
deal and we built Magic Johnson theaters
deal and we built Magic Johnson theaters around the country we were very
around the country we were very
around the country we were very successful matter of fact my first
successful matter of fact my first
successful matter of fact my first theater in Los Angeles was in the top
theater in Los Angeles was in the top
theater in Los Angeles was in the top five of all the Sony theaters and top
five of all the Sony theaters and top
five of all the Sony theaters and top ten in the nation my per capsule was so
ten in the nation my per capsule was so
ten in the nation my per capsule was so high why because there was high demand
high why because there was high demand
high why because there was high demand in urban America and we finally built it
in urban America and we finally built it
in urban America and we finally built it we’re in their community instead of
we’re in their community instead of
we’re in their community instead of making them drive 30 or 40 minutes
making them drive 30 or 40 minutes
making them drive 30 or 40 minutes outside their community and then I went
outside their community and then I went
outside their community and then I went up to Seattle because I was in line one
up to Seattle because I was in line one
up to Seattle because I was in line one time it was a long line at Starbucks and
time it was a long line at Starbucks and
time it was a long line at Starbucks and I’m saying why is everybody in line at
I’m saying why is everybody in line at
I’m saying why is everybody in line at this coffee house so I had to get in
this coffee house so I had to get in
this coffee house so I had to get in line to find out what it was all about
line to find out what it was all about
line to find out what it was all about so I got in line and ordered some coffee
so I got in line and ordered some coffee
so I got in line and ordered some coffee and I said man I’m not even a coffee
and I said man I’m not even a coffee
and I said man I’m not even a coffee drinker and I said Wow okay I see why
drinker and I said Wow okay I see why
drinker and I said Wow okay I see why everybody’s in line so and I saw
everybody’s in line so and I saw
everybody’s in line so and I saw different people in line different races
different people in line different races
different people in line different races of people so I said I’m gonna call
of people so I said I’m gonna call
of people so I said I’m gonna call Howard Schultz determined CEO of
Howard Schultz determined CEO of
Howard Schultz determined CEO of Starbucks and asked him to take a
Starbucks and asked him to take a
Starbucks and asked him to take a meeting so Howard took a meeting and I
meeting so Howard took a meeting and I
meeting so Howard took a meeting and I said look the growth of your business
said look the growth of your business
said look the growth of your business will be through urban America and sure
will be through urban America and sure
will be through urban America and sure enough he had six meetings and on the
enough he had six meetings and on the
enough he had six meetings and on the sixth meeting he finally said yes I can
sixth meeting he finally said yes I can
sixth meeting he finally said yes I can have Starbucks now they don’t do
have Starbucks now they don’t do
have Starbucks now they don’t do franchisees I’m the only person in North
franchisees I’m the only person in North
franchisees I’m the only person in North America to ever own Starbucks outside of
America to ever own Starbucks outside of
America to ever own Starbucks outside of Starbucks and so the headlines in the LA
Starbucks and so the headlines in the LA
Starbucks and so the headlines in the LA Times was no way minorities are paid $3
Times was no way minorities are paid $3
Times was no way minorities are paid $3 for a cup of coffee
for a cup of coffee
for a cup of coffee yes we’re paid $3 for a cup of coffee we
yes we’re paid $3 for a cup of coffee we
yes we’re paid $3 for a cup of coffee we quite don’t know what scones are
so I had to take the scones out of my
so I had to take the scones out of my Starbucks and put in sweet potato pie
Starbucks and put in sweet potato pie
Starbucks and put in sweet potato pie pound cake sockitumi cake things that
pound cake sockitumi cake things that
pound cake sockitumi cake things that resonate with the urban consumer now
resonate with the urban consumer now
resonate with the urban consumer now this is what I want you to take away
this is what I want you to take away
this is what I want you to take away from that my per caste 459 his per cat
from that my per caste 459 his per cat
from that my per caste 459 his per cat 451 wait a minute I was doing better in
451 wait a minute I was doing better in
451 wait a minute I was doing better in urban America than he was in suburban
urban America than he was in suburban
urban America than he was in suburban America and then I took out the egos in
America and then I took out the egos in
America and then I took out the egos in my with my music the Eagles you know
my with my music the Eagles you know
my with my music the Eagles you know playing their other Starbucks I had to
playing their other Starbucks I had to
playing their other Starbucks I had to take the Eagles out of my Starbucks put
take the Eagles out of my Starbucks put
take the Eagles out of my Starbucks put in Earth Wind & Fire and the Commodores
in Earth Wind & Fire and the Commodores
in Earth Wind & Fire and the Commodores music that resonate with the urban
music that resonate with the urban
music that resonate with the urban consumer so what am I telling you I know
consumer so what am I telling you I know
consumer so what am I telling you I know my customer and it’s important that you
my customer and it’s important that you
my customer and it’s important that you know your customer and that you speak to
know your customer and that you speak to
know your customer and that you speak to your customer every single day and it’s
your customer every single day and it’s
your customer every single day and it’s not enough in the marketplace today just
not enough in the marketplace today just
not enough in the marketplace today just to deliver you got to over deliver to
to deliver you got to over deliver to
to deliver you got to over deliver to your clients and to your customer base
your clients and to your customer base
your clients and to your customer base and that’s what I do every single day is
and that’s what I do every single day is
and that’s what I do every single day is I over deliver to all my clients and all
I over deliver to all my clients and all
I over deliver to all my clients and all my customers and then I get to retention
my customers and then I get to retention
my customers and then I get to retention that I’m looking for and I mark it right
that I’m looking for and I mark it right
that I’m looking for and I mark it right to the urban consumer and I’m in their
to the urban consumer and I’m in their
to the urban consumer and I’m in their face every single day see I don’t have a
face every single day see I don’t have a
face every single day see I don’t have a general market message for them I tailor
general market message for them I tailor
general market message for them I tailor my message right to the urban consumer
my message right to the urban consumer
my message right to the urban consumer and that’s why again my perk caps are so
and that’s why again my perk caps are so
and that’s why again my perk caps are so high and then I went from there I said
high and then I went from there I said
high and then I went from there I said me
me
me Starbucks doing well I asked dr. buss
Starbucks doing well I asked dr. buss
Starbucks doing well I asked dr. buss could I own a piece of the Lakers and we
could I own a piece of the Lakers and we
could I own a piece of the Lakers and we had a great 10-year run man we were
had a great 10-year run man we were
had a great 10-year run man we were making so much money we were winning so
making so much money we were winning so
making so much money we were winning so many championships then all of a sudden
many championships then all of a sudden
many championships then all of a sudden Kobe got old and I said wait a minute
Kobe got old and I said wait a minute
Kobe got old and I said wait a minute the market value of the Lakers as high
the market value of the Lakers as high
the market value of the Lakers as high as it’s gonna be right so it might be
as it’s gonna be right so it might be
as it’s gonna be right so it might be time to sell so I built 125 Starbucks I
time to sell so I built 125 Starbucks I
time to sell so I built 125 Starbucks I had negotiated the multiple within that
had negotiated the multiple within that
had negotiated the multiple within that contract I sold those 125 back to Howard
contract I sold those 125 back to Howard
contract I sold those 125 back to Howard also sold the Lakers at the same time
also sold the Lakers at the same time
also sold the Lakers at the same time standing up my man
standing up my man
standing up my man what’s your name Andre Andre where you
what’s your name Andre Andre where you
what’s your name Andre Andre where you from Belgium all right come on get a
from Belgium all right come on get a
from Belgium all right come on get a picture Andre
wait Andre all right you you cool yeah
wait Andre all right you you cool yeah okay having fun I’m having fun yes okay
okay having fun I’m having fun yes okay
okay having fun I’m having fun yes okay cool
cool
cool I have the feeling every individual is
I have the feeling every individual is
I have the feeling every individual is magic but your little bit more magic
magic but your little bit more magic
magic but your little bit more magic than yours thank you my friend thank you
than yours thank you my friend thank you
than yours thank you my friend thank you that was cool
that was cool
that was cool Kelly come on stand on up Kelly man I’m
Kelly come on stand on up Kelly man I’m
Kelly come on stand on up Kelly man I’m getting all these compliments I mean I
getting all these compliments I mean I
getting all these compliments I mean I never sit down where you’re from Kelly
never sit down where you’re from Kelly
never sit down where you’re from Kelly I’m from DC all right get your phone and
I’m from DC all right get your phone and
I’m from DC all right get your phone and give it to her you know we got to get a
give it to her you know we got to get a
give it to her you know we got to get a picture Kelly you’re gonna be late
picture Kelly you’re gonna be late
picture Kelly you’re gonna be late you’re not ready you ready now
so you from DC okay so what was funny
so you from DC okay so what was funny Kelly is I got this tracker record
Kelly is I got this tracker record
Kelly is I got this tracker record excuse me this track record of success
excuse me this track record of success
excuse me this track record of success and through the magic Johnson theatres
and through the magic Johnson theatres
and through the magic Johnson theatres through the Starbucks through the Lakers
through the Starbucks through the Lakers
through the Starbucks through the Lakers and now I’m going up to Sacramento
and now I’m going up to Sacramento
and now I’m going up to Sacramento California up to get money to start a
California up to get money to start a
California up to get money to start a fund an equity fund and it’s really
fund an equity fund and it’s really
fund an equity fund and it’s really interesting because institutional
interesting because institutional
interesting because institutional capital was not ready to invest in urban
capital was not ready to invest in urban
capital was not ready to invest in urban America so as I went up there not only
America so as I went up there not only
America so as I went up there not only did these these institutional capital
did these these institutional capital
did these these institutional capital firms turned me down but also ten banks
firms turned me down but also ten banks
firms turned me down but also ten banks turned me down as well because they said
turned me down as well because they said
turned me down as well because they said we don’t invest in urban America Wow
we don’t invest in urban America Wow
we don’t invest in urban America Wow doing this day and age they still
doing this day and age they still
doing this day and age they still overlooking minorities so I went up
overlooking minorities so I went up
overlooking minorities so I went up there five times they said no five times
there five times they said no five times
there five times they said no five times the six times they finally said okay
the six times they finally said okay
the six times they finally said okay magic we’re gonna give you 50 million
magic we’re gonna give you 50 million
magic we’re gonna give you 50 million dollars and if you over deliver with the
dollars and if you over deliver with the
dollars and if you over deliver with the 50 million you can come up come back up
50 million you can come up come back up
50 million you can come up come back up and get a hundred million more so I
and get a hundred million more so I
and get a hundred million more so I bought a shopping center for twenty two
bought a shopping center for twenty two
bought a shopping center for twenty two million dollars only 40 percent occupied
million dollars only 40 percent occupied
million dollars only 40 percent occupied made it a hundred percent occupied
made it a hundred percent occupied
made it a hundred percent occupied resold that Center for 48 million took
resold that Center for 48 million took
resold that Center for 48 million took the 26 million back up to Sacramento
the 26 million back up to Sacramento
the 26 million back up to Sacramento they said mmm I guess you do know
they said mmm I guess you do know
they said mmm I guess you do know business so when I talk about
business so when I talk about
business so when I talk about over-delivering
over-delivering
over-delivering I lived that every day I’m not just
I lived that every day I’m not just
I lived that every day I’m not just telling you something I live it every
telling you something I live it every
telling you something I live it every single day so we were able to raise 300
single day so we were able to raise 300
single day so we were able to raise 300 million my first fund 36 30 percent
million my first fund 36 30 percent
million my first fund 36 30 percent return 6 600 million my second fund and
return 6 600 million my second fund and
return 6 600 million my second fund and then a billion dollar fund my last fund
then a billion dollar fund my last fund
then a billion dollar fund my last fund and we called Canyon Johnson fund and
and we called Canyon Johnson fund and
and we called Canyon Johnson fund and the great thing about it we own great
the great thing about it we own great
the great thing about it we own great properties you’re from Washington right
properties you’re from Washington right
properties you’re from Washington right where’s that young lady she said she was
where’s that young lady she said she was
where’s that young lady she said she was from Washington they watch the Hilton
from Washington they watch the Hilton
from Washington they watch the Hilton anybody stayed at the Washington Hilton
anybody stayed at the Washington Hilton
anybody stayed at the Washington Hilton yeah we own that property the W in
yeah we own that property the W in
yeah we own that property the W in Austin Texas
Austin Texas
Austin Texas the W in Hoboken New Jersey those are
the W in Hoboken New Jersey those are
the W in Hoboken New Jersey those are type of investing investments that we
type of investing investments that we
type of investing investments that we make with that fund and it’s gone gone
make with that fund and it’s gone gone
make with that fund and it’s gone gone very very well so that’s what I’ve been
very very well so that’s what I’ve been
very very well so that’s what I’ve been doing so that’s so magic is my
doing so that’s so magic is my
doing so that’s so magic is my full-service business we have contracts
full-service business we have contracts
full-service business we have contracts with to order their headquarters I feed
with to order their headquarters I feed
with to order their headquarters I feed all their employees Disneyland and
all their employees Disneyland and
all their employees Disneyland and Disney World I feed their employees so
Disney World I feed their employees so
Disney World I feed their employees so Mickey and Minnie eat my food
Mickey and Minnie eat my food
Mickey and Minnie eat my food if anybody’s flew Delta Airlines are
if anybody’s flew Delta Airlines are
if anybody’s flew Delta Airlines are there there are sky clubs if you flew
there there are sky clubs if you flew
there there are sky clubs if you flew American Airlines the Atmos Club all the
American Airlines the Atmos Club all the
American Airlines the Atmos Club all the peanuts soda sandwiches that come from
peanuts soda sandwiches that come from
peanuts soda sandwiches that come from my company across the country that’s
my company across the country that’s
my company across the country that’s what I do every single day and so for me
what I do every single day and so for me
what I do every single day and so for me when you think about marketing the urban
when you think about marketing the urban
when you think about marketing the urban consumer trust and follow my brand why
consumer trust and follow my brand why
consumer trust and follow my brand why because we’ve over delivered to them we
because we’ve over delivered to them we
because we’ve over delivered to them we hired them not only hired them but we
hired them not only hired them but we
hired them not only hired them but we trained them to do their job they become
trained them to do their job they become
trained them to do their job they become my brand ambassadors so they are
my brand ambassadors so they are
my brand ambassadors so they are marketing my business for me and that’s
marketing my business for me and that’s
marketing my business for me and that’s the great thing when you go on to urban
the great thing when you go on to urban
the great thing when you go on to urban America and you over deliver to those
America and you over deliver to those
America and you over deliver to those people who live there they will become
people who live there they will become
people who live there they will become your brand ambassadors and deliver the
your brand ambassadors and deliver the
your brand ambassadors and deliver the message that you want to other people
message that you want to other people
message that you want to other people who live in our community and that’s
who live in our community and that’s
who live in our community and that’s been a great thing for me so now what I
been a great thing for me so now what I
been a great thing for me so now what I want to do is have some fun because I
want to do is have some fun because I
want to do is have some fun because I got I think five people or six people
got I think five people or six people
got I think five people or six people who have mics and you’re allowed to ask
who have mics and you’re allowed to ask
who have mics and you’re allowed to ask me some questions yeah there you go got
me some questions yeah there you go got
me some questions yeah there you go got young lady in that hour that I’ll just
young lady in that hour that I’ll just
young lady in that hour that I’ll just raise your hand here’s a young man right
raise your hand here’s a young man right
raise your hand here’s a young man right here in the front and we can talk about
here in the front and we can talk about
here in the front and we can talk about anything why the Lakers not doing well
anything why the Lakers not doing well
anything why the Lakers not doing well and then before before I go into that
this is the greatest moment I’ve had in
this is the greatest moment I’ve had in my business career once I sold the
my business career once I sold the
my business career once I sold the Starbucks back to Howard Schultz in
Starbucks back to Howard Schultz in
Starbucks back to Howard Schultz in Starbucks once I sold the Lakers
Starbucks once I sold the Lakers
Starbucks once I sold the Lakers the Dodgers who had ever thought the
the Dodgers who had ever thought the
the Dodgers who had ever thought the Dodgers would be up for sale and then
Dodgers would be up for sale and then
Dodgers would be up for sale and then who would ever think that six
who would ever think that six
who would ever think that six billionaires would call me up and want
billionaires would call me up and want
billionaires would call me up and want to partner with me a kid from the ghetto
to partner with me a kid from the ghetto
to partner with me a kid from the ghetto now from the neighborhood and so I
now from the neighborhood and so I
now from the neighborhood and so I settled on Guggenheim it was a great
settled on Guggenheim it was a great
settled on Guggenheim it was a great great deal they said we were crazy that
great deal they said we were crazy that
great deal they said we were crazy that we paid two billion dollars for the team
we paid two billion dollars for the team
we paid two billion dollars for the team until our TV contract came out and we
until our TV contract came out and we
until our TV contract came out and we negotiated a deal for nine billion
negotiated a deal for nine billion
negotiated a deal for nine billion dollars so we went from from a stupid
dollars so we went from from a stupid
dollars so we went from from a stupid businessman to a smart businessman
businessman to a smart businessman
businessman to a smart businessman overnight so let’s go right quick yes
overnight so let’s go right quick yes
overnight so let’s go right quick yes sir yeah magic Pete here quick question
sir yeah magic Pete here quick question
sir yeah magic Pete here quick question for you with all your expertise and
for you with all your expertise and
for you with all your expertise and knowledge right development communities
knowledge right development communities
knowledge right development communities and stuff so any lesson learned like in
and stuff so any lesson learned like in
and stuff so any lesson learned like in the last couple of years where you
the last couple of years where you
the last couple of years where you thought something was definitely to work
thought something was definitely to work
thought something was definitely to work that didn’t mmm-hmm or didn’t that did
that didn’t mmm-hmm or didn’t that did
that didn’t mmm-hmm or didn’t that did Wow I think in the last couple years no
Wow I think in the last couple years no
Wow I think in the last couple years no in the last couple years the only thing
in the last couple years the only thing
in the last couple years the only thing we were concerned about was the economy
we were concerned about was the economy
we were concerned about was the economy when the market crashed and what we did
when the market crashed and what we did
when the market crashed and what we did with Starbucks is really unique normally
with Starbucks is really unique normally
with Starbucks is really unique normally a customer comes four to five times a
a customer comes four to five times a
a customer comes four to five times a week in Starbucks and so they were gonna
week in Starbucks and so they were gonna
week in Starbucks and so they were gonna make an adjustment instead of coming
make an adjustment instead of coming
make an adjustment instead of coming that much time that many times they meet
that much time that many times they meet
that much time that many times they meet they say well we’re gonna cut it back to
they say well we’re gonna cut it back to
they say well we’re gonna cut it back to two or three times so what we decide to
two or three times so what we decide to
two or three times so what we decide to do at Starbucks was said let’s make sure
do at Starbucks was said let’s make sure
do at Starbucks was said let’s make sure that we keep the customers that we have
that we keep the customers that we have
that we keep the customers that we have not worrying about getting new customers
not worrying about getting new customers
not worrying about getting new customers and let’s treat them special so we
and let’s treat them special so we
and let’s treat them special so we wanted to know your name so when you
wanted to know your name so when you
wanted to know your name so when you would come up and you’re Peters your
would come up and you’re Peters your
would come up and you’re Peters your name and you come in there we say Peter
name and you come in there we say Peter
name and you come in there we say Peter you want that same drink how you doing
you want that same drink how you doing
you want that same drink how you doing today and you say yeah I want that same
today and you say yeah I want that same
today and you say yeah I want that same Frappuccino with soy milk baba blah blah
Frappuccino with soy milk baba blah blah
Frappuccino with soy milk baba blah blah blah blah we already knew that and it
blah blah we already knew that and it
blah blah we already knew that and it made you feel special when we
made you feel special when we
made you feel special when we acknowledged hey you want the same drink
acknowledged hey you want the same drink
acknowledged hey you want the same drink hi Peter how you doing this morning on
hi Peter how you doing this morning on
hi Peter how you doing this morning on and on and on
and on and on
and on and on but when the market crash that’s what
but when the market crash that’s what
but when the market crash that’s what happened we want to make sure we kept
happened we want to make sure we kept
happened we want to make sure we kept who we had and then after the market
who we had and then after the market
who we had and then after the market came back then we go after new customers
came back then we go after new customers
came back then we go after new customers as far as things failing knock on wood
as far as things failing knock on wood
as far as things failing knock on wood you know I mitigate risk I’m not I’m a
you know I mitigate risk I’m not I’m a
you know I mitigate risk I’m not I’m a risk taker but I vet deals very very
risk taker but I vet deals very very
risk taker but I vet deals very very well and the only thing new that came up
well and the only thing new that came up
well and the only thing new that came up that’s really doing well there’s a lot
that’s really doing well there’s a lot
that’s really doing well there’s a lot of big boxes best buys and all these
of big boxes best buys and all these
of big boxes best buys and all these different companies called me to help
different companies called me to help
different companies called me to help them go into urban America because if
them go into urban America because if
them go into urban America because if you don’t know how to go into urban
you don’t know how to go into urban
you don’t know how to go into urban America you’re gonna fail and you need
America you’re gonna fail and you need
America you’re gonna fail and you need somebody like myself to help you
somebody like myself to help you
somebody like myself to help you understand the urban consumer so what’s
understand the urban consumer so what’s
understand the urban consumer so what’s been going good come on get a picture
been going good come on get a picture
been going good come on get a picture she’s taking one Wendy’s gonna take one
she’s taking one Wendy’s gonna take one
she’s taking one Wendy’s gonna take one point all right don’t mess that up okay
point all right don’t mess that up okay
point all right don’t mess that up okay thank you yes go here I’m ready and
thank you yes go here I’m ready and
thank you yes go here I’m ready and who’s gonna go first
who’s gonna go first
who’s gonna go first oh you don’t go first ladies first hi
oh you don’t go first ladies first hi
oh you don’t go first ladies first hi magic I swear I’m really nervous you
magic I swear I’m really nervous you
magic I swear I’m really nervous you nervous okay I’m gonna come on back up
nervous okay I’m gonna come on back up
nervous okay I’m gonna come on back up there then all right come on Abel turn
there then all right come on Abel turn
there then all right come on Abel turn around
and you are you shaking okay what’s your
and you are you shaking okay what’s your question my question bring the mic up a
question my question bring the mic up a
question my question bring the mic up a little okay my question is I’ve been in
little okay my question is I’ve been in
little okay my question is I’ve been in marketing for over fourteen motors and
marketing for over fourteen motors and
marketing for over fourteen motors and the reason I wanted to go into marketing
the reason I wanted to go into marketing
the reason I wanted to go into marketing is to help small businesses market their
is to help small businesses market their
is to help small businesses market their company right
company right
company right but what’s holding me back is fear
but what’s holding me back is fear
but what’s holding me back is fear so I want to know how did you overcome
so I want to know how did you overcome
so I want to know how did you overcome that well for me it was I was up against
that well for me it was I was up against
that well for me it was I was up against a dumb jock thing right the banks turned
a dumb jock thing right the banks turned
a dumb jock thing right the banks turned me down because they thought I was a
me down because they thought I was a
me down because they thought I was a dumb jock
people didn’t take me seriously in the
people didn’t take me seriously in the beginning they never thought I could go
beginning they never thought I could go
beginning they never thought I could go from the basketball court to the
from the basketball court to the
from the basketball court to the boardroom but I believed in my strategy
boardroom but I believed in my strategy
boardroom but I believed in my strategy I believed in myself and I knew I could
I believed in myself and I knew I could
I believed in myself and I knew I could execute upon that business strategy and
execute upon that business strategy and
execute upon that business strategy and so you got to believe in yourself right
so you got to believe in yourself right
so you got to believe in yourself right and if you also in your strategy and I
and if you also in your strategy and I
and if you also in your strategy and I think that you’re on there
think that you’re on there
think that you’re on there when you talk about small businesses you
when you talk about small businesses you
when you talk about small businesses you should do it because small businesses do
should do it because small businesses do
should do it because small businesses do need marketing advice and expertise and
need marketing advice and expertise and
need marketing advice and expertise and so I think you should do it but if you
so I think you should do it but if you
so I think you should do it but if you don’t believe in you why would a company
don’t believe in you why would a company
don’t believe in you why would a company believe in you so you got to come in and
believe in you so you got to come in and
believe in you so you got to come in and sell sell yourself and what you can do
sell sell yourself and what you can do
sell sell yourself and what you can do for that business and so I already know
for that business and so I already know
for that business and so I already know what I can do because I’ve already
what I can do because I’ve already
what I can do because I’ve already proven that I got the track record of
proven that I got the track record of
proven that I got the track record of success now you can call Sony you can
success now you can call Sony you can
success now you can call Sony you can call Starbucks you know all these
call Starbucks you know all these
call Starbucks you know all these companies you can call and they know now
companies you can call and they know now
companies you can call and they know now that I’ve proven the fact that I can
that I’ve proven the fact that I can
that I’ve proven the fact that I can drive our oh I I can make them a lot of
drive our oh I I can make them a lot of
drive our oh I I can make them a lot of money which they’re very happy I can
money which they’re very happy I can
money which they’re very happy I can also grow their brand because how a show
also grow their brand because how a show
also grow their brand because how a show says that they’re a better company when
says that they’re a better company when
says that they’re a better company when they did that deal with me and so so
they did that deal with me and so so
they did that deal with me and so so it’s a wonderful thing so believe in
it’s a wonderful thing so believe in
it’s a wonderful thing so believe in yourself and you’re gonna be able to win
yourself and you’re gonna be able to win
yourself and you’re gonna be able to win and you’re in your strategy okay so just
and you’re in your strategy okay so just
and you’re in your strategy okay so just build good strategy around your business
build good strategy around your business
build good strategy around your business and around the people’s business that
and around the people’s business that
and around the people’s business that you’re trying to sell your company to
you’re trying to sell your company to
you’re trying to sell your company to okay can you do that okay cool
okay can you do that okay cool
okay can you do that okay cool and then last but not least this is for
and then last but not least this is for
and then last but not least this is for everybody to everybody in here should
everybody to everybody in here should
everybody to everybody in here should take a SWAT of their business twice a
take a SWAT of their business twice a
take a SWAT of their business twice a year I take a swatter my business and
year I take a swatter my business and
year I take a swatter my business and myself twice a year strengths weaknesses
myself twice a year strengths weaknesses
myself twice a year strengths weaknesses opportunities and threats
opportunities and threats
opportunities and threats right and I make sure that just the
right and I make sure that just the
right and I make sure that just the other last year this is really
other last year this is really
other last year this is really interesting I got the growth I was
interesting I got the growth I was
interesting I got the growth I was looking for I got the sustainability
looking for I got the sustainability
looking for I got the sustainability that I was looking for right I was about
that I was looking for right I was about
that I was looking for right I was about to get three major contracts when I did
to get three major contracts when I did
to get three major contracts when I did the SWOT I looked up and said wow I’m
the SWOT I looked up and said wow I’m
the SWOT I looked up and said wow I’m gonna make a lot of money but I can’t
gonna make a lot of money but I can’t
gonna make a lot of money but I can’t handle the three deals so my business is
handle the three deals so my business is
handle the three deals so my business is gonna fail so I said I need three
gonna fail so I said I need three
gonna fail so I said I need three executives executives to manage the new
executives executives to manage the new
executives executives to manage the new business I’m about to receive but if I
business I’m about to receive but if I
business I’m about to receive but if I hadn’t taken that SWAT I would have took
hadn’t taken that SWAT I would have took
hadn’t taken that SWAT I would have took on that new business and my business
on that new business and my business
on that new business and my business would have fail and my brand would have
would have fail and my brand would have
would have fail and my brand would have went down and so I’m so happy I did the
went down and so I’m so happy I did the
went down and so I’m so happy I did the SWOT
SWOT
SWOT I heard three new great executives and
I heard three new great executives and
I heard three new great executives and now we manage that deal very very well
now we manage that deal very very well
now we manage that deal very very well say see it’s one thing to get the growth
say see it’s one thing to get the growth
say see it’s one thing to get the growth that you’re looking for but also can you
that you’re looking for but also can you
that you’re looking for but also can you manage that growth that’s that’s what’s
manage that growth that’s that’s what’s
manage that growth that’s that’s what’s really important because you have to
really important because you have to
really important because you have to remember everybody in your industry talk
remember everybody in your industry talk
remember everybody in your industry talk oh and so if you do a great job that’s
oh and so if you do a great job that’s
oh and so if you do a great job that’s what’s gonna go out if you do a bad job
what’s gonna go out if you do a bad job
what’s gonna go out if you do a bad job that’s what’s gonna go out so for me
that’s what’s gonna go out so for me
that’s what’s gonna go out so for me making sure that I manage those
making sure that I manage those
making sure that I manage those contracts very well and I’m gonna give
contracts very well and I’m gonna give
contracts very well and I’m gonna give you another secret April if you just
you another secret April if you just
you another secret April if you just break even from having those contract be
break even from having those contract be
break even from having those contract be happy with that oh why did I say that
happy with that oh why did I say that
happy with that oh why did I say that because you rather keep that client and
because you rather keep that client and
because you rather keep that client and I also have a good reputation then make
I also have a good reputation then make
I also have a good reputation then make the money because you eventually make
the money because you eventually make
the money because you eventually make the money I remember when I first
the money I remember when I first
the money I remember when I first started I’d rather break even and
started I’d rather break even and
started I’d rather break even and they’ll over deliver to that client so I
they’ll over deliver to that client so I
they’ll over deliver to that client so I can get the retention that I’m looking
can get the retention that I’m looking
can get the retention that I’m looking for I want that contract for 20 30 40 50
for I want that contract for 20 30 40 50
for I want that contract for 20 30 40 50 years so I made sure that I over
years so I made sure that I over
years so I made sure that I over delivered to the clients that’s how I
delivered to the clients that’s how I
delivered to the clients that’s how I got Disney World I used to only have
got Disney World I used to only have
got Disney World I used to only have Disneyland
Disneyland
Disneyland i over delivered to Disneyland put me in
i over delivered to Disneyland put me in
i over delivered to Disneyland put me in the position to get Disney World because
the position to get Disney World because
the position to get Disney World because Disney World is the biggest contract I
Disney World is the biggest contract I
Disney World is the biggest contract I was like okay yes yes oh we haven’t fun
was like okay yes yes oh we haven’t fun
was like okay yes yes oh we haven’t fun around here what’s up little man how you
around here what’s up little man how you
around here what’s up little man how you doing how you feel how you doing sorry
doing how you feel how you doing sorry
doing how you feel how you doing sorry stand on up get a picture no no I said
stand on up get a picture no no I said
stand on up get a picture no no I said stand up oh okay where are you from
stand up oh okay where are you from
stand up oh okay where are you from France Paris Paris that’s a beautiful
France Paris Paris that’s a beautiful
France Paris Paris that’s a beautiful place man you having fun yeah we defend
place man you having fun yeah we defend
place man you having fun yeah we defend you are really great I love it okay cool
you are really great I love it okay cool
you are really great I love it okay cool give me some knuckles okay that’s what
give me some knuckles okay that’s what
give me some knuckles okay that’s what we do here all right all right we I’m
we do here all right all right we I’m
we do here all right all right we I’m having a good time all right here we go
having a good time all right here we go
having a good time all right here we go what’s up sir how you doing magic
what’s up sir how you doing magic
what’s up sir how you doing magic everything feels to have you with us I’m
everything feels to have you with us I’m
everything feels to have you with us I’m really enjoy yours excellent thank you
really enjoy yours excellent thank you
really enjoy yours excellent thank you just wanted to how did you how did you
just wanted to how did you how did you
just wanted to how did you how did you carry your leadership skills over from
carry your leadership skills over from
carry your leadership skills over from the basketball court on to the corporate
the basketball court on to the corporate
the basketball court on to the corporate world because there’s so many athletes
world because there’s so many athletes
world because there’s so many athletes out there mm-hmm that you know I’m
out there mm-hmm that you know I’m
out there mm-hmm that you know I’m actually friendly with one of your
actually friendly with one of your
actually friendly with one of your Michigan State along with Carl banks
Michigan State along with Carl banks
Michigan State along with Carl banks yeah it was done who’s I evil it over
yeah it was done who’s I evil it over
yeah it was done who’s I evil it over himself
himself
himself there’s been very few athletes who have
there’s been very few athletes who have
there’s been very few athletes who have been able to transfer that leadership
been able to transfer that leadership
been able to transfer that leadership ability in the quality what are you
ability in the quality what are you
ability in the quality what are you tribute that’s oh that’s a great
tribute that’s oh that’s a great
tribute that’s oh that’s a great question let’s get a pitch
Paul thank you you tell my boy car I
Paul thank you you tell my boy car I said hello – this is what happens for me
said hello – this is what happens for me
said hello – this is what happens for me the same way I prepared and I over
the same way I prepared and I over
the same way I prepared and I over prepared when I was playing basketball I
prepared when I was playing basketball I
prepared when I was playing basketball I prepared the same way for business
prepared the same way for business
prepared the same way for business because I’m big in preparation like
because I’m big in preparation like
because I’m big in preparation like before I came here – this morning the
before I came here – this morning the
before I came here – this morning the last week or so when I know I was coming
last week or so when I know I was coming
last week or so when I know I was coming even before that we had booked it I was
even before that we had booked it I was
even before that we had booked it I was studying studying get the I got the
studying studying get the I got the
studying studying get the I got the information to understand who I was
information to understand who I was
information to understand who I was speaking to right I’m a very disciplined
speaking to right I’m a very disciplined
speaking to right I’m a very disciplined cat right I was I knew I was going on at
cat right I was I knew I was going on at
cat right I was I knew I was going on at 9:52 well it’s a two-hour ride from LA I
9:52 well it’s a two-hour ride from LA I
9:52 well it’s a two-hour ride from LA I made sure I got down here at 8:15 cuz
made sure I got down here at 8:15 cuz
made sure I got down here at 8:15 cuz I’m a person who I’m never late right
I’m a person who I’m never late right
I’m a person who I’m never late right I’m never I respect your time and so we
I’m never I respect your time and so we
I’m never I respect your time and so we got a meeting I’m gonna be on time
got a meeting I’m gonna be on time
got a meeting I’m gonna be on time that’s who I am
that’s who I am
that’s who I am basketball I brought that over right and
basketball I brought that over right and
basketball I brought that over right and the same focus and paying attention to
the same focus and paying attention to
the same focus and paying attention to details I was the quarterback I was the
details I was the quarterback I was the
details I was the quarterback I was the leader so I had to pay attention to all
leader so I had to pay attention to all
leader so I had to pay attention to all the details I had to look and see what’s
the details I had to look and see what’s
the details I had to look and see what’s Kareem ready if he came in stomping like
Kareem ready if he came in stomping like
Kareem ready if he came in stomping like that I knew he was ready but if he came
that I knew he was ready but if he came
that I knew he was ready but if he came in like this oh I knew he wasn’t ready
in like this oh I knew he wasn’t ready
in like this oh I knew he wasn’t ready so then I had to score more that night
you see so you pay attention as a leader
you see so you pay attention as a leader you must pay attention to the people who
you must pay attention to the people who
you must pay attention to the people who work for you so all of us are here we
work for you so all of us are here we
work for you so all of us are here we have people who work for us so we got to
have people who work for us so we got to
have people who work for us so we got to be able to lead them when you leave here
be able to lead them when you leave here
be able to lead them when you leave here and get back to your office they’re
and get back to your office they’re
and get back to your office they’re gonna be ready for you to say okay what
gonna be ready for you to say okay what
gonna be ready for you to say okay what do you have for me what did you learn at
do you have for me what did you learn at
do you have for me what did you learn at the conference I’m ready let’s go so I
the conference I’m ready let’s go so I
the conference I’m ready let’s go so I pay attention to details and then last
pay attention to details and then last
pay attention to details and then last but not least the same work work ethic
but not least the same work work ethic
but not least the same work work ethic that I had as a basketball care excuse
that I had as a basketball care excuse
that I had as a basketball care excuse me as a basketball player I’ve carried
me as a basketball player I’ve carried
me as a basketball player I’ve carried over to the boardroom so I get up every
over to the boardroom so I get up every
over to the boardroom so I get up every morning four o’clock I’m in the gym by
morning four o’clock I’m in the gym by
morning four o’clock I’m in the gym by five
five
five two hours working out and then I’m in
two hours working out and then I’m in
two hours working out and then I’m in the office all day and we go until we
the office all day and we go until we
the office all day and we go until we get it done that’s who I am so nobody’s
get it done that’s who I am so nobody’s
get it done that’s who I am so nobody’s gonna outwork me you know is this Who I
gonna outwork me you know is this Who I
gonna outwork me you know is this Who I am you know that’s that’s what made me a
am you know that’s that’s what made me a
am you know that’s that’s what made me a great basketball player and making me a
great basketball player and making me a
great basketball player and making me a good businessman a CEO today it’s my
good businessman a CEO today it’s my
good businessman a CEO today it’s my work ethic understanding of business oh
work ethic understanding of business oh
work ethic understanding of business oh thank you I appreciate that and so uh
all right go ahead
all right go ahead oh she’s on the phone texting somebody
magical question yeah I’m about to get a
magical question yeah I’m about to get a picture with magic Oh Oh got the phone
picture with magic Oh Oh got the phone
picture with magic Oh Oh got the phone ready to come on come on all right cool
ready to come on come on all right cool
ready to come on come on all right cool thank you my pleasure I’m a lot of your
thank you my pleasure I’m a lot of your
thank you my pleasure I’m a lot of your business deals you’ve done because you
business deals you’ve done because you
business deals you’ve done because you intuitively knew what we needed in our
intuitively knew what we needed in our
intuitively knew what we needed in our community I was wondering if you use
community I was wondering if you use
community I was wondering if you use data in your business and if so how well
data in your business and if so how well
data in your business and if so how well of course you’ve got to use data data
of course you’ve got to use data data
of course you’ve got to use data data every time because it’s important that
every time because it’s important that
every time because it’s important that you know the spending power the spending
you know the spending power the spending
you know the spending power the spending habits
habits
habits you got to also know the trends what’s
you got to also know the trends what’s
you got to also know the trends what’s going on and then for me investing in
going on and then for me investing in
going on and then for me investing in those type of systems and technology is
those type of systems and technology is
those type of systems and technology is important also to the success of my
important also to the success of my
important also to the success of my business as well so yes and even now
business as well so yes and even now
business as well so yes and even now we’re growing seven times that our
we’re growing seven times that our
we’re growing seven times that our general population the things that I
general population the things that I
general population the things that I need to know come from from data come on
need to know come from from data come on
need to know come from from data come on Nathan let’s stand on up my man get a
Nathan let’s stand on up my man get a
Nathan let’s stand on up my man get a picture so yes I use it all the time are
picture so yes I use it all the time are
picture so yes I use it all the time are you gonna take a selfie which one isn’t
and I must keep up with what’s going on
and I must keep up with what’s going on and so that’s very important and to my
and so that’s very important and to my
and so that’s very important and to my business to his bottom line and the
business to his bottom line and the
business to his bottom line and the success of my business so yes wherever
success of my business so yes wherever
success of my business so yes wherever she went
she went
she went yes okay who got the next one go ahead
yes okay who got the next one go ahead
yes okay who got the next one go ahead I’m ready I’m gonna come in the back
I’m ready I’m gonna come in the back
I’m ready I’m gonna come in the back because I haven’t been back there
because I haven’t been back there
because I haven’t been back there go ahead hi how are you I’m coming
go ahead hi how are you I’m coming
go ahead hi how are you I’m coming around to see you hi magic how are you
around to see you hi magic how are you
around to see you hi magic how are you I’m doing good go here I’m listening to
I’m doing good go here I’m listening to
I’m doing good go here I’m listening to your question I’m taking pictures at the
your question I’m taking pictures at the
your question I’m taking pictures at the same time well I have two sons one had a
same time well I have two sons one had a
same time well I have two sons one had a real bad critically injured accident and
real bad critically injured accident and
real bad critically injured accident and he wants to get into racing but they
he wants to get into racing but they
he wants to get into racing but they told him that black boys don’t race oh
told him that black boys don’t race oh
told him that black boys don’t race oh that’s what they told him and his name
that’s what they told him and his name
that’s what they told him and his name is Alex so I would like you to say
is Alex so I would like you to say
is Alex so I would like you to say something courtesy to Alex and being a
something courtesy to Alex and being a
something courtesy to Alex and being a mother I have to have even time my the
mother I have to have even time my the
mother I have to have even time my the younger son name is Chris and he plays
younger son name is Chris and he plays
younger son name is Chris and he plays football okay well let me just tell you
football okay well let me just tell you
football okay well let me just tell you what they told me six nine guys don’t
what they told me six nine guys don’t
what they told me six nine guys don’t play point guard right that’s right you
play point guard right that’s right you
play point guard right that’s right you saw what happened I play point guard
saw what happened I play point guard
saw what happened I play point guard they said that I couldn’t be a CEO you
they said that I couldn’t be a CEO you
they said that I couldn’t be a CEO you see what happened right my competitors
see what happened right my competitors
see what happened right my competitors said no way match is gonna win
said no way match is gonna win
said no way match is gonna win Disneyland and Disney World I won both
Disneyland and Disney World I won both
Disneyland and Disney World I won both of those contracts who would ever
of those contracts who would ever
of those contracts who would ever thought I’ll be serving food at Toyota
thought I’ll be serving food at Toyota
thought I’ll be serving food at Toyota John Deere and Allstate Insurance their
John Deere and Allstate Insurance their
John Deere and Allstate Insurance their headquarters I can take you through 40
headquarters I can take you through 40
headquarters I can take you through 40 other clients that we have now I’m gonna
other clients that we have now I’m gonna
other clients that we have now I’m gonna really get you with this one why did
really get you with this one why did
really get you with this one why did they choose me how it shows that’s the
they choose me how it shows that’s the
they choose me how it shows that’s the only person
that he could build 125 Starbucks with
that he could build 125 Starbucks with he could have chosen anybody else do you
he could have chosen anybody else do you
he could have chosen anybody else do you see what I’m saying so your son if he
see what I’m saying so your son if he
see what I’m saying so your son if he wants to be a race car driver it’s not
wants to be a race car driver it’s not
wants to be a race car driver it’s not about what people say go after it he can
about what people say go after it he can
about what people say go after it he can achieve it he just got to be the best
achieve it he just got to be the best
achieve it he just got to be the best see got to be the best when how I show
see got to be the best when how I show
see got to be the best when how I show said I’m gonna trust you with not only
said I’m gonna trust you with not only
said I’m gonna trust you with not only my business but my brand see he trusted
my business but my brand see he trusted
my business but my brand see he trusted me with his brand that’s big so I had to
me with his brand that’s big so I had to
me with his brand that’s big so I had to over-deliver I had to take care of his
over-deliver I had to take care of his
over-deliver I had to take care of his brand as well as the bottom line and I
brand as well as the bottom line and I
brand as well as the bottom line and I was able to achieve both ok so you tell
was able to achieve both ok so you tell
was able to achieve both ok so you tell him that and what he doesn’t know is 25%
him that and what he doesn’t know is 25%
him that and what he doesn’t know is 25% of Nascars audience is african-american
of Nascars audience is african-american
of Nascars audience is african-american oh oh I know my numbers now I know my
oh oh I know my numbers now I know my
oh oh I know my numbers now I know my numbers all right all right here we go
numbers all right all right here we go
numbers all right all right here we go I’m coming this way now
I’m coming this way now
I’m coming this way now [Applause]
alright who got the next one I’m just
alright who got the next one I’m just gonna take him pet pictures oh what’s up
gonna take him pet pictures oh what’s up
gonna take him pet pictures oh what’s up big man how you doing come on come on
big man how you doing come on come on
big man how you doing come on come on Joseph real quick my pleasure
Joseph real quick my pleasure
Joseph real quick my pleasure all right okay sir hi magic how are you
all right okay sir hi magic how are you
all right okay sir hi magic how are you good
good
good my name is Jason want to shake your hand
my name is Jason want to shake your hand
my name is Jason want to shake your hand coach Jason what’s that in a man oh man
coach Jason what’s that in a man oh man
coach Jason what’s that in a man oh man I’m shake turn around turn around I see
I’m shake turn around turn around I see
I’m shake turn around turn around I see that you are cool all right I got a good
that you are cool all right I got a good
that you are cool all right I got a good question okay
question okay
question okay given that the theme of EMA this year is
given that the theme of EMA this year is
given that the theme of EMA this year is don’t mark it alone
don’t mark it alone
don’t mark it alone I was about to two-part question I was
I was about to two-part question I was
I was about to two-part question I was wondering if you could speak to the
wondering if you could speak to the
wondering if you could speak to the importance of building a good marketing
importance of building a good marketing
importance of building a good marketing team and also the second part of the
team and also the second part of the
team and also the second part of the question was do you have any plans of
question was do you have any plans of
question was do you have any plans of teaming up a Larry Bird on future
teaming up a Larry Bird on future
teaming up a Larry Bird on future business endeavors nice nice what’s the
business endeavors nice nice what’s the
business endeavors nice nice what’s the theme again is what don’t do it alone
theme again is what don’t do it alone
theme again is what don’t do it alone don’t mark it or don’t mark it alone
don’t mark it or don’t mark it alone
don’t mark it or don’t mark it alone okay cool that’s a great theme that’s a
okay cool that’s a great theme that’s a
okay cool that’s a great theme that’s a excellent theme now what I would tell
excellent theme now what I would tell
excellent theme now what I would tell you is the first question was what give
you is the first question was what give
you is the first question was what give me that one more time okay
me that one more time okay
me that one more time okay marketing the right team okay okay for
marketing the right team okay okay for
marketing the right team okay okay for me I had to get somebody who was
me I had to get somebody who was
me I had to get somebody who was experienced at marketing and so I went
experienced at marketing and so I went
experienced at marketing and so I went out the young lady I just hired years
out the young lady I just hired years
out the young lady I just hired years ago and she had worked on a couple
ago and she had worked on a couple
ago and she had worked on a couple campaigns with me she started off with
campaigns with me she started off with
campaigns with me she started off with Disney and I said man okay if Disney
Disney and I said man okay if Disney
Disney and I said man okay if Disney hired you you must be pretty good then
hired you you must be pretty good then
hired you you must be pretty good then she went to Nissan then she went Burger
she went to Nissan then she went Burger
she went to Nissan then she went Burger King on and on and on so she had a lot
King on and on and on so she had a lot
King on and on and on so she had a lot of great experience in corporate
of great experience in corporate
of great experience in corporate marketing and marketing to the general
marketing and marketing to the general
marketing and marketing to the general public but also she had experience in
public but also she had experience in
public but also she had experience in urban marketing as well and it was
urban marketing as well and it was
urban marketing as well and it was really important that she had a
really important that she had a
really important that she had a combination of both because I have
combination of both because I have
combination of both because I have businesses based in urban America but
businesses based in urban America but
businesses based in urban America but also you have businesses like the
also you have businesses like the
also you have businesses like the Dodgers who giant brand right and she
Dodgers who giant brand right and she
Dodgers who giant brand right and she was just at the NFL and so I stole her
was just at the NFL and so I stole her
was just at the NFL and so I stole her from the NFL and so I said come on work
from the NFL and so I said come on work
from the NFL and so I said come on work for me we have this incredible brand
for me we have this incredible brand
for me we have this incredible brand that’s a worldwide brand
that’s a worldwide brand
that’s a worldwide brand and I know you could take it to a whole
and I know you could take it to a whole
and I know you could take it to a whole nother level and I really believe in the
nother level and I really believe in the
nother level and I really believe in the theme what it says don’t market alone I
theme what it says don’t market alone I
theme what it says don’t market alone I I built my business on not doing it just
I built my business on not doing it just
I built my business on not doing it just by myself partnerships that’s how I
by myself partnerships that’s how I
by myself partnerships that’s how I built my business so it was really for
built my business so it was really for
built my business so it was really for me I believe in what the theme is here
me I believe in what the theme is here
me I believe in what the theme is here because that’s how I built my business
because that’s how I built my business
because that’s how I built my business marketing is so important and I think
marketing is so important and I think
marketing is so important and I think that the message that goes out is
that the message that goes out is
that the message that goes out is important and she craft that message to
important and she craft that message to
important and she craft that message to make sure that our brand is out in front
make sure that our brand is out in front
make sure that our brand is out in front of people all the time and it’s
of people all the time and it’s
of people all the time and it’s important that we send out the right
important that we send out the right
important that we send out the right message and so she’s done a wonderful
message and so she’s done a wonderful
message and so she’s done a wonderful job our brand has just taken off because
job our brand has just taken off because
job our brand has just taken off because of her leadership and that CMO was doing
of her leadership and that CMO was doing
of her leadership and that CMO was doing a wonderful job and I’m so happy and
a wonderful job and I’m so happy and
a wonderful job and I’m so happy and proud of her – at the same time and did
proud of her – at the same time and did
proud of her – at the same time and did you have a second one it’s a part to
you have a second one it’s a part to
you have a second one it’s a part to that do you envision yourself teaming up
that do you envision yourself teaming up
that do you envision yourself teaming up for a future business endeavor oh yeah
for a future business endeavor oh yeah
for a future business endeavor oh yeah we you know Larry and I team up it’s
we you know Larry and I team up it’s
we you know Larry and I team up it’s funny because this is what we do when a
funny because this is what we do when a
funny because this is what we do when a company calls us to do a commercial or
company calls us to do a commercial or
company calls us to do a commercial or do something I say Larry you be the good
do something I say Larry you be the good
do something I say Larry you be the good guy I’m sorry I’ll be the good guy you’d
guy I’m sorry I’ll be the good guy you’d
guy I’m sorry I’ll be the good guy you’d be the bad guy so you hold out okay so
so I say okay I’m gonna sell like I’m
so I say okay I’m gonna sell like I’m happy with the deal but you keep holding
happy with the deal but you keep holding
happy with the deal but you keep holding out to drive the price up because that’s
out to drive the price up because that’s
out to drive the price up because that’s his personality anyway right so we’ve
his personality anyway right so we’ve
his personality anyway right so we’ve done so many great things together the
done so many great things together the
done so many great things together the HBO special story about our lives and
HBO special story about our lives and
HBO special story about our lives and how basically you know we are linked
how basically you know we are linked
how basically you know we are linked together I love Larry I hated him when
together I love Larry I hated him when
together I love Larry I hated him when he wore the green and white but I liked
he wore the green and white but I liked
he wore the green and white but I liked him today you know and we have mutual
him today you know and we have mutual
him today you know and we have mutual respect and I tell you what changed our
respect and I tell you what changed our
respect and I tell you what changed our life
life
life we didn’t speak for eight years because
we didn’t speak for eight years because
we didn’t speak for eight years because you have to hate Larry to beat them
you have to hate Larry to beat them
you have to hate Larry to beat them because Larry is that good and also – I
because Larry is that good and also – I
because Larry is that good and also – I want you guys to remember this – your
want you guys to remember this – your
want you guys to remember this – your competitor can make you better Larry
competitor can make you better Larry
competitor can make you better Larry Bird made me a better basketball player
Bird made me a better basketball player
Bird made me a better basketball player I knew he was shooting thousand shots a
I knew he was shooting thousand shots a
I knew he was shooting thousand shots a day guess what I had to shoot a thousand
day guess what I had to shoot a thousand
day guess what I had to shoot a thousand shot today I knew he was running every
shot today I knew he was running every
shot today I knew he was running every single day probably five six months he
single day probably five six months he
single day probably five six months he made me run five six miles a day
made me run five six miles a day
made me run five six miles a day and so I credit Larry making me a better
and so I credit Larry making me a better
and so I credit Larry making me a better man and a better basketball player
man and a better basketball player
man and a better basketball player because I knew he was working hard to be
because I knew he was working hard to be
because I knew he was working hard to be better for the next season and he made
better for the next season and he made
better for the next season and he made me do the same thing so our lives
me do the same thing so our lives
me do the same thing so our lives changed we went shot a commercial
changed we went shot a commercial
changed we went shot a commercial converse commercial at his house so when
converse commercial at his house so when
converse commercial at his house so when I got there we had never really had a
I got there we had never really had a
I got there we had never really had a conversation so I stayed in a limo until
conversation so I stayed in a limo until
conversation so I stayed in a limo until it was time to shoot the commercial
it was time to shoot the commercial
it was time to shoot the commercial so then the director told us the lines
so then the director told us the lines
so then the director told us the lines we set the lines and then a couple hours
we set the lines and then a couple hours
we set the lines and then a couple hours we shot now it’s lunch break
we shot now it’s lunch break
we shot now it’s lunch break gotcha and I’m thinking okay I’m going
gotcha and I’m thinking okay I’m going
gotcha and I’m thinking okay I’m going to my trailer to eat it was on his at
to my trailer to eat it was on his at
to my trailer to eat it was on his at his house on his property as I’m leaving
his house on his property as I’m leaving
his house on his property as I’m leaving the go to the trailer he said no no no
the go to the trailer he said no no no
the go to the trailer he said no no no no magic we’re going up to my house my
no magic we’re going up to my house my
no magic we’re going up to my house my mom has cooked lunch oh man
okay what does that mean so I didn’t
okay what does that mean so I didn’t want to be rude so I went on up to the
want to be rude so I went on up to the
want to be rude so I went on up to the house we got inside and his mother just
house we got inside and his mother just
house we got inside and his mother just came and gave me a big hug and I was
came and gave me a big hug and I was
came and gave me a big hug and I was like oh man so that kind of made me feel
like oh man so that kind of made me feel
like oh man so that kind of made me feel better we sat down and about five
better we sat down and about five
better we sat down and about five minutes into it his mother said sure you
minutes into it his mother said sure you
minutes into it his mother said sure you tell him what shall I tell him tell me
tell him what shall I tell him tell me
tell him what shall I tell him tell me what I’m you’re my favorite player I was
what I’m you’re my favorite player I was
what I’m you’re my favorite player I was like oh man okay I’m good now and then
like oh man okay I’m good now and then
like oh man okay I’m good now and then Larry turned red I hate that when she
Larry turned red I hate that when she
Larry turned red I hate that when she says that
says that
says that and so that broke the ice for us and we
and so that broke the ice for us and we
and so that broke the ice for us and we had not only mutual respect but then we
had not only mutual respect but then we
had not only mutual respect but then we became friends and so I love Larry so he
became friends and so I love Larry so he
became friends and so I love Larry so he is he’s the best he’s a straight shooter
is he’s the best he’s a straight shooter
is he’s the best he’s a straight shooter and he’s a guy that he him and Michael
and he’s a guy that he him and Michael
and he’s a guy that he him and Michael Jordan were the biggest two trash
Jordan were the biggest two trash
Jordan were the biggest two trash talkers that ever lived but they could
talkers that ever lived but they could
talkers that ever lived but they could play basketball I said Michael was the
play basketball I said Michael was the
play basketball I said Michael was the greatest that played in the air and
greatest that played in the air and
greatest that played in the air and Larry was the greatest I played on the
Larry was the greatest I played on the
Larry was the greatest I played on the ground because him and I couldn’t jump
ground because him and I couldn’t jump
ground because him and I couldn’t jump up that high so I got one more they
up that high so I got one more they
up that high so I got one more they telling me I got to wrap it up give me
telling me I got to wrap it up give me
telling me I got to wrap it up give me some I got a left I gotta let him have
some I got a left I gotta let him have
some I got a left I gotta let him have it go here come on let’s get a picture
it go here come on let’s get a picture
it go here come on let’s get a picture though go here sir
though go here sir
though go here sir all right so I think the most amazing
all right so I think the most amazing
all right so I think the most amazing thing about the Starbuck story was that
thing about the Starbuck story was that
thing about the Starbuck story was that you got that exclusive and you didn’t
you got that exclusive and you didn’t
you got that exclusive and you didn’t take no for an answer
take no for an answer
take no for an answer right right and a lot of the things that
right right and a lot of the things that
right right and a lot of the things that we do in business are confronted with
we do in business are confronted with
we do in business are confronted with the know whether it’s big data or new
the know whether it’s big data or new
the know whether it’s big data or new technology right or any of that what
technology right or any of that what
technology right or any of that what tips would you give a marketer to
tips would you give a marketer to
tips would you give a marketer to negotiate that yes mm right
well I think that knowing the core
well I think that knowing the core values of the company that you’re going
values of the company that you’re going
values of the company that you’re going after it’s very important what’s
after it’s very important what’s
after it’s very important what’s important to that company that CEO
important to that company that CEO
important to that company that CEO that’s really important understanding
that’s really important understanding
that’s really important understanding how they’ve been growing because what I
how they’ve been growing because what I
how they’ve been growing because what I do is when I go after RFP I look at the
do is when I go after RFP I look at the
do is when I go after RFP I look at the company the past five six years what are
company the past five six years what are
company the past five six years what are they been doing okay and then what is
they been doing okay and then what is
they been doing okay and then what is their mission statement where are they
their mission statement where are they
their mission statement where are they going in the next five to ten years try
going in the next five to ten years try
going in the next five to ten years try to understand that then you can meet the
to understand that then you can meet the
to understand that then you can meet the RFP by having a clear understanding of
RFP by having a clear understanding of
RFP by having a clear understanding of the vision of that CEO that CMO of that
the vision of that CEO that CMO of that
the vision of that CEO that CMO of that of that company and now go after that
of that company and now go after that
of that company and now go after that RFP when we started doing that our
RFP when we started doing that our
RFP when we started doing that our success rate went up winning the
success rate went up winning the
success rate went up winning the contracts and I think that’s so so
contracts and I think that’s so so
contracts and I think that’s so so important so when you come after that
important so when you come after that
important so when you come after that that that contract you will know now
that that contract you will know now
that that contract you will know now what you have to put in there to put you
what you have to put in there to put you
what you have to put in there to put you in a winning position and I think that’s
in a winning position and I think that’s
in a winning position and I think that’s so important a lot of time we just see
so important a lot of time we just see
so important a lot of time we just see the RFP we go out okay I’m gonna do this
the RFP we go out okay I’m gonna do this
the RFP we go out okay I’m gonna do this for you but booboo but if you don’t have
for you but booboo but if you don’t have
for you but booboo but if you don’t have a clear understanding of the vision of
a clear understanding of the vision of
a clear understanding of the vision of that that company and what they’ve been
that that company and what they’ve been
that that company and what they’ve been doing and what they want to do then how
doing and what they want to do then how
doing and what they want to do then how can you really go after and meet it you
can you really go after and meet it you
can you really go after and meet it you know the RFP so and it’s a process and
know the RFP so and it’s a process and
know the RFP so and it’s a process and then you got competition to you know so
then you got competition to you know so
then you got competition to you know so for me understanding okay man for the
for me understanding okay man for the
for me understanding okay man for the last five years they’ve changed a couple
last five years they’ve changed a couple
last five years they’ve changed a couple times they may have changed CMOS three
times they may have changed CMOS three
times they may have changed CMOS three times two or want you know so you need
times two or want you know so you need
times two or want you know so you need to understand that so you can say okay I
to understand that so you can say okay I
to understand that so you can say okay I get it now
get it now
get it now now also their mission statement is blah
now also their mission statement is blah
now also their mission statement is blah blah blah you can put that in there as
blah blah you can put that in there as
blah blah you can put that in there as well you see and that to me I’ve been
well you see and that to me I’ve been
well you see and that to me I’ve been winning at a high rate now because we
winning at a high rate now because we
winning at a high rate now because we have an understanding of what Allstate
have an understanding of what Allstate
have an understanding of what Allstate wants to do
wants to do
wants to do I just one directional University
I just one directional University
I just one directional University contract just just about three weeks ago
contract just just about three weeks ago
contract just just about three weeks ago but we had a clear understanding what
but we had a clear understanding what
but we had a clear understanding what they wanted where they wanted to go and
they wanted where they wanted to go and
they wanted where they wanted to go and we met the RFP based on that did we get
we met the RFP based on that did we get
we met the RFP based on that did we get our picture
our picture
our picture that’s okay cool now oh yes you got your
that’s okay cool now oh yes you got your
that’s okay cool now oh yes you got your hand up what’s up you want a picture all
hand up what’s up you want a picture all
hand up what’s up you want a picture all right then man wait a minute you sorted
right then man wait a minute you sorted
right then man wait a minute you sorted it him all right you got stand on the
it him all right you got stand on the
it him all right you got stand on the chair come on get up on the chair there
chair come on get up on the chair there
chair come on get up on the chair there you go that’s a that’s a that’s a good
you go that’s a that’s a that’s a good
you go that’s a that’s a that’s a good selfie right there
selfie right there
selfie right there all right so in closing I want to wish
all right so in closing I want to wish
all right so in closing I want to wish all of you first good luck but what I am
all of you first good luck but what I am
all of you first good luck but what I am proud of is that you own your own
proud of is that you own your own
proud of is that you own your own business you or you represent your
business you or you represent your
business you or you represent your company and that you understand how to
company and that you understand how to
company and that you understand how to market because I wanna I want to pass
market because I wanna I want to pass
market because I wanna I want to pass you on the back to send out an
you on the back to send out an
you on the back to send out an incredible message or to make a great
incredible message or to make a great
incredible message or to make a great commercial or whatever it is you guys
commercial or whatever it is you guys
commercial or whatever it is you guys are so intelligent I mean it’s really
are so intelligent I mean it’s really
are so intelligent I mean it’s really great for me when I see a great tagline
great for me when I see a great tagline
great for me when I see a great tagline or I see a great commercial or I see
or I see a great commercial or I see
or I see a great commercial or I see great messaging and it’s coming from
great messaging and it’s coming from
great messaging and it’s coming from people like yourselves you are so good
people like yourselves you are so good
people like yourselves you are so good at what you do
at what you do
at what you do so congratulations keep on coming back
so congratulations keep on coming back
so congratulations keep on coming back to conferences like this that can give
to conferences like this that can give
to conferences like this that can give you you know tips and also give you
you you know tips and also give you
you you know tips and also give you great advice and you listen to the
great advice and you listen to the
great advice and you listen to the speakers who have been doing this for a
speakers who have been doing this for a
speakers who have been doing this for a long time I do the same thing I’m a
long time I do the same thing I’m a
long time I do the same thing I’m a sponge I love to learn and to grow
sponge I love to learn and to grow
sponge I love to learn and to grow you know I reinvented myself three times
you know I reinvented myself three times
you know I reinvented myself three times and I keep reinventing myself come on
and I keep reinventing myself come on
and I keep reinventing myself come on out you can give one I keep reinventing
out you can give one I keep reinventing
out you can give one I keep reinventing myself and that’s very important don’t
myself and that’s very important don’t
myself and that’s very important don’t never stop improving and getting better
never stop improving and getting better
never stop improving and getting better never be satisfied always take your game
never be satisfied always take your game
never be satisfied always take your game to the next level and you will be
to the next level and you will be
to the next level and you will be successful
”
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