Big Badasses in Business

 This folder called Good Fuck An Ideas, if you don't like what I'm about to present to you,
 I'm going to put it in this folder and I'm going to sell it to one of your competitors next year.
 The whole game is being in the right circles and being around the right people.
 Buff life with capital B, which means B. B, B who you are, be the best you can be.
 Being young in the industry and being a leader there, that's a hard tip.
 Consistency is key. My whole life is destruction.
 And so what do you need out here to be successful, do you think?
 Discipline instruction.
 To be successful or to find success or to find happiness.
 The most important thing is to find what you're passionate about.
 You're listening to the Radcast, a top 25 worldwide business podcast.
 If it's radical, we cover it.
 Here's your host, Ryan Alford.
 The marketing impressed me with you guys.
 I actually admired you from afar.
 So I was like, okay, this is a company that knows what they're doing.
 So talk to me about the brand.
 As much as I enjoy advertising, there's still nothing that I enjoy more than being
 able to write in a way that truly connects with people.
 For two and a half years, we've built up our own fan base, the old school way,
 and got it to a point where it was big enough,
 but we couldn't get any bigger unless we brought in the right partners.
 It's time is such a strong, somewhat generic statement that I own,
 you know, in respect to where I own and trademark wise,
 that I don't want to abuse it, I want to build it.
 So it's careful marketing, careful, consistent marketing.
 The thing that we found more successful is what flavors are relatable to our consumers.
 So you think back to your childhood, you know, did you grow up eating cinnamon rolls or cosmic
 brownies or, you know, did you love the icy flavors from the gas station?
 What can you pull a story from and put into a cookie?
 I look back on everything that I did when I was a kid,
 or even, you know, having a nickname like Lights Out at 16 years old and getting a tattoo
 and you're right, my right forearm, it was breading, it was marketing.
 I think that we just used the words for it now.
 So, you know, though I had mentors and things, I was doing this long before
 they finally came to visit.
 I'm a very curious individual and I read everything and I want to know how they did it,
 why they did it, what was their mindset, what were their failures?
 So yes, this has been baked in me for a long time.
 We're talking social media, we're talking to Kyle Creek, the captain.
 What's up, man?
 Thanks for having me, man, I'm excited to be here.
 Your best work, which has made you instant famous,
 Twitter famous, whatever you want to call it, but it's obviously helped your career.
 Helped your social media.
 The campaigns, the clients turned down to the ones that blow up on social media.
 Any client out there listening, I know some of you are past present executives.
 Yeah, you got to push the envelope if you want to move the needle.
 It's true. So I actually have a folder on my desktop to this day and this folder's saved and
 it's called Good Fucking Ideas. I probably, I haven't looked lately, but I've been saving ideas
 there since maybe 2015 and every new laptop I get I transfer the folder over.
 And so there's maybe a thousand pieces of copy or scripts or different campaign ideas in there.
 And I used to pitch clients off them and I was doing a lot of new business and I would
 pull up my desktop as the pitch started and I'd point to that folder.
 And I'd say see this folder called Good Fucking Ideas.
 If you don't like what I'm about to present to you, I'm going to put it in this folder
 and I'm going to sell it to one of your competitors next year.
 I started leading my pitches that way and it helped me get a lot of views across because
 they've realized I would do that. And I still, every now and then when I'm consulting, I go back
 and I find stuff that I wrote in 2016 that I can update and it's still a very solid campaign.
 It would work correctly. And so it's a folder I've had exactly for the reason you're saying,
 whenever I tried to push the envelope for a client and they didn't want to.
 I just believe in it enough to know that someday it would it would work and I've just been
 saving them and collecting. It's cool to win out awards and it's cool to get stuff like that
 but there's nothing that will make me feel more fulfilled as a writer than hearing that.
 I pulled someone out of a dark spot or I helped them laugh when there was nothing else in their
 life to laugh about. Where does your point of view come from? Like, you know, the captain,
 you know, that instigates that writes this way has a certain style that came from somewhere.
 It's all his own, which is I'm sure you're an original and you are.
 Something built your perception, your take on the world, your way of thinking. I would think
 there's been molding along the way. I think the way I was raised helped shape a lot of my view
 of the world because I was raised in Utah. I was raised in LDS. I was a Mormon. And growing up,
 I felt very suppressed and I felt very censored and I felt like I had a very constricted view
 of the world because everything was viewed for this lens of the religion. And if I was going through
 something as a teenager that all teenagers go through and I wanted advice from my parents or advice
 from one of my leaders, I would always receive the answer in the form of you should go look this
 up in the scriptures before you should pray about it. And it drove me crazy because what I wanted
 at that time was to have a human talk to me as another human. It made me feel very misunderstood
 and it made me feel alone. So for many years, my primary fuel in life was trying to prove to my family.
 I didn't need their religion to be successful. I didn't need their religion to be happy.
 And so that would probably be where some of my harshness came from because it came from a rebellious
 energy. The other side of that is I wanted other people to not feel alone because I had felt
 that way for so long. And I wanted people to feel understood. I wanted people to feel like there
 was others out there like them. And so that's where I'd say that mold of the two came together to
 where I had that rebellious energy, but also I wanted to genuinely help people not feel the way
 I did. And see it as an example to other people that listen, you can speak up and you can receive
 criticism and your life can go on. Jared Johnson, what's up, brother? Hey, man, thanks for having
 me on here, dude. Hey, man, my pleasure. Holy shit. This guy's written like 12 songs that I
 sing in the shower that I didn't even know are his original writings. You're a badass, man. I love
 it. Let's give everybody a little bit. I know we could talk for probably two hours about your
 story, but you know, maybe give us a little bit of that background and your history and what makes
 you such a damn good country music writer? Man, I grew up in Nashville's Born and Raised, which is
 kind of that's not the normal situation. I think they kind of call us unicorns, the people that
 are actually born in Nashville, rather than moving to Nashville. And I came up, you know, went to
 school downtown, him fog. My dad was always a drummer, grand old opera. He was a drummer for
 the bunch of older country artists in the 80s and early 90s. And then he started pitching in
 songs, which means, you know, like finding songs from writers and taking them to John Markleman
 Gummary or whoever and trying to get them recorded. And so I saw that at a very early age. And
 remember seeing how excited dad would get when he got a quote unquote a hold, which means the
 artist or the manager liked it for whoever. And I was just like kind of mesmerized by that whole
 thing, like the equation of sitting down writing a song by yourself or with friends. And then
 two weeks later, it's, you know, a recording by Garth Brooks or whoever, you know, and I mean,
 so I kind of started touring when I was 18 playing drums for a bunch of bands. And then I started
 writing songs, man, and real serious about it, about 2005. Got my first publish and deal. And
 from then on, it's just kind of been a crazy, you know, country western ride.
 How do you classify your writing style? I mean, do you think you have a certain style?
 I think the reason I've had the success that I've had or at least part of it, part of the whole
 game is being in the right circles and being around the right people. And like I said, it's also like
 who you surround yourself with, the people that you're writing with and the people that work your
 songs that are working for your publishers and stuff. But yeah, I just try to go into every room
 with something a little different and try to do things the way that aren't expected.
 The business of country music, you know, you've been in it for a while. I mean,
 oh, five, like you said, maybe getting your feet really into it with the songwriting. I mean,
 you've seen a lot of change, right? It can be pretty brutal. In example, I started in 2005. That's
 when I got my first publishing deal, making 30 grand a year. I had to turn in 10 songs a year,
 which is 100% songs, meaning like if it's a two way, it counts as half a one, you know,
 and I mean, it's three way about so on and so forth. And that, and it was a co-pub deal,
 which means I own half, they own half. So that's a pretty good deal coming into the game. And
 my publisher was a really nice guy to help me out. So late 2010 where I had my first number one,
 that's five years, you know, like there would be a couple songs that got recorded in between
 there, but you're not really seeing money from that unless it's on the radio. So you're living off
 that publishing, you know, the 30 grand a year, and you're trying to keep that deal every year too,
 which is, if you're not getting a bunch of stuff going on, it's tough. Now I had the luck and
 the blessing of being also like what they call triple threat. So I was writing for other people.
 I had my own band with record Dylan Warner Brothers at the time called American Bang. I also
 was producing a little bit of stuff. So there's many irons on the fire there as far as business
 speaking. And I try to look at it still that way. I mean, there's a lot of busy cats in Nashville,
 but I would say right now with the Cadillac three, all the touring, the production work. I'm
 producing kit moors new record. I'm doing just it. Sam Williams record and a bunch of stuff like
 that. And then also the writing every day, it gets pretty, it's pretty crazy. But if one thing's
 not doing as well, you got something to follow on the other side. We could endure Bruce Buffer.
 What's up, Bruce? Hi, how are you? Everything good? Everything's great, man. And I love the T-shirt.
 Where did it's time come from? Let's just that. I want to know where that came from.
 When I started in the UFC announcing, and I've been managing my brother Michael Buffer,
 you know, the legendary greatest announcer of all time. Let's get ready to rumble. We met late
 in life. When we did I own two companies. I had my first company when I was 19. I've been
 an entrepreneur ever since. I've owned a variety of companies, a couple of failures here and there.
 But most all successes, you know, I'm proud to say when I met him, knowing that he was the
 announcer, he wasn't everything else. We eventually, I sold two companies, it became his manager,
 managing his career and everything. I wanted to announce back then we agreed I wouldn't do boxing,
 and I said something would come along and boom, this is a very short version. And boom,
 the UFC came along and I worked my way into the UFC, but I never wanted to be Frank Sinatra,
 Jr. I never wanted to be, not to all respect Frank Sinatra, Jr., but I wanted to create my own
 style. I wanted to grow with the UFC to help market the brand, being the marketing and branding
 person they have first and foremost before I do anything else. And I told him I said I need to
 grow with you as the announcer, but I didn't think I needed a catchphrase. I'm not catchphrase
 driven. I was more like, it's not what I say, it's how I say it. So it wasn't till about seven years
 later that it's time came about. Everybody always was going, let's get ready, let's do this,
 they all wanted to be Michael. I just didn't want to come across like that. I could hold myself
 with three years. I could build my own identity, my own style. I would continue if not, I would quit
 because I just didn't want to be that way. So every day I wake up and I was kidding before,
 but I'm serious. I look in the mirror and go, it's time. It's time to have the best day that I
 can possibly have. So I used to open the show saying it's time to begin the ultimate fighting championship.
 And then Dana White and the Fertitas brought it, bought the show. Dana, I met, he said, I don't want
 you doing that at the front anymore, top of the show. And I said, fine. But then I got down to the
 main event and I realized, hey, everybody's sitting here for five hours, they watching the show,
 the main events about to start. The fighter's been training six, eight weeks for the biggest
 moment in their lives. This is definitely it's time. This is, it's time. This is when it's going to
 happen. And I started incorporating it in and gradually over time it developed to the style that I
 do it now, whether I'm jumping or doing whatever I never know physically what I'm going to do,
 though, I do it because I never rehearse. Never. I feel the energy of the crowd. I just let it fly.
 But when I was in Brazil and 20,000 Portuguese speaking people said, it's time with me. I knew
 right then it hit. And that's when I started building it up. And then eventually over the last
 15 plus years since then, you know, I've developed into products, you know, and many things happening
 worldwide. And now it's time has taken on a very individual branding of itself. I plan on reaching
 a billion dollars in sales with its time, whether it's sales, whether not in my pocket, you know,
 sales of other companies, everything. As I achieved over half a half billions dollars in sales
 with let's get ready to rumble. But I love my brother, but I'm a competitor and I'm going to come
 in first. You have seized has this meteoric rise in last 10 plus years. But like, did you see that coming?
 I knew from the very first day I got involved. It was going to be the biggest thing in fighting sports.
 You know, when you're in business, you need to be able to hopefully recognize the brand, recognize
 the future. I always think three steps ahead in life like chess. I apply that to every aspect of
 business and any business I've owned or been involved in because to me, all business is the same.
 It's just the product is different, but you got to recognize what has the chance to be the big hit.
 I knew that was going to be with let's get ready to rumble. I got contacted by another company called
 Party Poker. Back when poker was not even as poppy as today, who wanted me to be part of it.
 One of the things I regret. I didn't grab that opportunity back then because I realized online
 poker was going to explode. And I'm a big part of poker myself in my private life. But when the
 USC came on, yes, it was raw. It was a spectacle. It needed refinement. But I decided to stick with it,
 make the short money back then that I made, lose money going on trips. Everything I could do
 realizing that I stuck with this because consistency is a key in business that I knew it would all
 pay off. And I have a simple theory and that's whenever I do business of any kind, I have a three-foot
 theory. Everybody around me be happy, healthy, and prosperous. And you know, my goal is to help
 everybody around me get there because then it all comes back to me. What you're talking about is what
 life is all about. These experiences. And I always tell people when I do my branding and marketing,
 you know, motivational speeches or whatever, one key thing in business is find out what you're
 passionate about. And if you can learn how to monetize it, you're not really working. You're living
 a lifestyle. And that's, and I call my life by design. It's just like my new company, Millions.co,
 where we're branding athletes and everything. This is my Millions.co t-shirt. And it's
 both life with capital B, which means B. It's real simple. B, B who you are. B the best you can
 be. As someone that doesn't even eat sweets really that often, if there's a damn cookie on the table,
 and especially this kind of cookie I'm getting in, it's Sawyer Hensley, co-founder of Crumble Cookies.
 What's up, brother? What's up, man? Happy to be here. Thanks for the invite.
 Hey, man. No, it's all good. I'm glad you could join us, man. I want to get into your story and,
 you know, all the ice right here. No, no setup, no, anything. Why do those cookies taste so damn good?
 A bunch of love we put in there and lots of sugar. No, I'm just kidding.
 Honestly, we go through a rigorous process to make these cookies awesome and we get a lot of
 customer feedback and we don't put them on the menu until they're perfect. So Sawyer, talk to me.
 I know you weren't. We talked pretty episode. I read a lot about your story. Not originally a chef,
 a cookie master or whatever, but let's talk about a little bit of that professional journey and
 what led you to Crumble. Yeah. So honestly, Crumble started out as a side hustle.
 Never anticipated ever being a career. I was in my last year at college up at Utah State University
 in Logan, Utah, a very rural community compared to the rest of the nation and just needed something
 to do on the side. You know, I was studying 15 credits, busy college student and I was researching
 things that I could do and I saw that there were bakeries and cookie concepts out there,
 but it was at the height of when DoorDash and GrubHub and the delivery services were coming out.
 And so I connected with my cousin Jason and I said, we should totally deliver warm cookies
 to people's doorsteps. And that was the main focus, like aside from culinary and knowing all about
 food science and all that, we just said, let's just make grandma's mom's recipe and deliver it
 by using technology so people could stay at home in their pajamas or for girls night or date night
 whatever. The convenience was there less mess and you get warm cookies just as you would
 making them yourself. Was it chocolate chip cookies? It has to be, right? That's where it all
 starts, right? Absolutely. Family recipe, we actually mixed and blended, you know, my grandma's
 some of Jason's, my cousin's family side and we just tested. We just tried different brands of
 chocolate chips, of sugar, of flour, techniques. And again, we didn't know what we were doing in
 those early days. So we just networked and connected with other food professionals. We watched
 YouTube, red books, red cookbooks. You name it. We just were hungry to be that entrepreneur and to
 make something successful and then we just went for it. From the get go, the marketing impressed me
 with you guys. I actually admired you from afar with the marketing before I even tried your
 cookies. I was like, okay, this is a company knows what they're doing. And then I had the cookies
 and I was like, holy shit, and this is all coming together while they're both working so well.
 So talk to me about the brand. So my background is in branding, advertising. My cousin's background
 is in technology and you know, paid ads, things like that. So together, I think, first of all,
 we have an amazing partnership where our skills help each other. How the marketing started,
 is it all came down to the packaging and the experience of what our product was, you know,
 placed in. And that was our pink boxes, which you referred to just in the short time that we've
 been talking. And that's memorable. It's something that's energized. You can connect with that.
 It's a soft color and attracts our target audience, which is our soccer moms, right? And so
 naturally they were pulled to our packaging. And from there, we just knew we had to capitalize
 on Instagram because TikTok wasn't a thing back then. We were really engaged on Instagram. We
 would run paid ads on Facebook and we would try our best to respond and answer every single message
 or comment on these two platforms. And it just really helped our advantage to the point where
 people were just tagging their friends and doing the marketing for us organically. And so that's
 really how the marketing started. And then now with time as we've built out our team, we put a lot
 of paid ads into TikTok and Instagram and Facebook and Pinterest and Twitter. But again,
 organic for us has been huge. It's been crazy because people love the product. And when you love
 a product so much, you want to organically promote that to your inner circle.
 What's been the biggest pain points or learning, you know, as you've gone on this journey, you know,
 you're a young guy, but you've been successful. You had a great idea, great execution,
 but talk about, you know, that entrepreneurial journey, you know, maybe the, not the dark side,
 but the learning side, you know, like it's everybody got to get understand it. Is it all perfect
 all the time, right? Oh, it's not like building the brand is not kicks and giggles. It's hard,
 you know, it's lonely. There's a lot of days that you're just working your guts out and you're
 you're making it work and you have a lot of people counting on you. You have to make it work,
 right? Something that's been really tricky is I've been young. And so it's hard to earn respect
 in an industry where people are older than I am. And so it's important for me to be knowledgeable
 and be educated on the product. I'm not afraid to get in there and work the kitchen and know every
 aspect of the concept because I need to be able to speak towards that. And so just being young in
 the industry and being a leader there, that's, that's a hardship. Second thing is having so many
 locations and, and youthful staff and employees consistency is key. With the ex all pro Sean Mariam
 and what's up, brother? What's up, man? How you doing? It's good, man. The acronyms could go on
 and on now. We got life insurance. I know we're going to get into it. We got lights out podcast. We
 got lights out of peril fitness. And we got some damn kick ass UFC and fighting and all that
 shit, man. You got to go on all brother, talk about the football background and then we'll get into
 the business. I committed to universal Maryland as a junior. And the reason why is because I was
 home, you know, I didn't want to leave, you know, my mom, leave my high school coaches, friends. I
 wanted everybody to come to watch me play. So I went to universal Maryland, you know, had a great
 career there, but ended up leaving early. You know, when I found out that I was going to go
 somewhere in the top 10, top 15 of the first round of draft, I was like, this is a, this
 this type of shit doesn't happen, right? You want to take advantage of it. And then the rest
 is history, you know, I got out and got that nickname lights out my sophomore year in high school.
 Yeah, knocked out four, four players in one game in high school and I ended up getting that nickname
 lights out. And I kind of carried that all the way through. Getting away from the game, like the
 highs of that, you know, like the emotional highs and everything. How hard was that transition?
 That first year is beyond tough. And I would tell anybody that is a bottom retire and I talked to
 guys all the time, right? They said they got a year, two years left, maybe three. I said, whatever
 you want to do, when you're done, start doing it now. And that way, when you're done, you do it
 right away because if you have downtime, you're going to struggle. We transition, you were ready,
 you teed it up, you had NFL network, you've got the parallel company lights out.
 Nature or nurture, like, were you just a natural born entrepreneur waiting to come out of the bottle
 or like, did you absorb and learn from others? No, I was this, I was natural, man. I've always
 me, when I was a kid, I was selling, you know, five or six Nintendo games to get the one best one,
 right? And I'll go out and wash cars, you know, doing the summers, cut grass, shovel snow,
 rake leaves, and I would take it and use all the money for what I wanted to, you know,
 when I wanted to go buy a new mouthpiece or football equipment or cleats, I was always hustling
 in the way. And I think that this entrepreneur word has kind of become more recent, but you look
 back on everything now. Even to the point of branding, you did. You created the brand. I mean, you
 talked about for the Mohawk and the look and the feel and like, you became, I mean, character,
 so to speak, but the persona of a brand or a machine, I mean, like, you were that. So as you,
 as you said, right, you had what I did on the football field is creating this character,
 this persona, all these things. But in the hindsight of it, I was just kind of the launching pads,
 everything with the brand. I've always felt that lights out was bigger than anything I can do
 in a football field. And that's why when I bought the name and rights of trademarks that bought
 in 2006, I bought it for, you know, numerous of things and clothing, workout stuff and equipment,
 marketing, advertisement, energy drinks. This, I bought, you know, this is something I acquired
 from another company at age of 21 years old. And so I don't even know if trademarking was even
 that big, then the people talked about it enough. And I just took those extra steps to know that
 this brand was going to be a lot bigger than I ever could be. Because athletes are some of the
 most disciplined, hardworking, like, I mean, think about it, my whole life has been structured,
 right? Because I was 10 years old. I was told what time to eat, told what time to wake up,
 told what time to watch film and be in and practice and go what time I had to go to sleep to be
 ready for practice next day. My whole life is structured. And so what do you need? I need out here
 to be successful. Two things, discipline and structure. If you have those, you got to, you got
 a good chance to be successful at anything because that's what a lot of people lack. A lot of people
 lack just being disciplined and have a structure in their life, which is one of the only things that I
 know that there's point. And so my goal is to get to a thousand plus agents and help people make
 as much money as they possibly can. We're talking billions today, my friends, not millions, billions.
 Billions, billions, billions upon billions with how we pay our pains, cereal, entrepreneur,
 and billion dollar brand maker. What's up, brother? What's up? What's up? What's up?
 Hey, man. Thanks for having me. I think your show's amazing. And, uh, right, I appreciate you
 having me on. Hey, I appreciate that. Let's talk your journey, man. I know you got a great story,
 kind of your entrepreneurial journey, the ups, the downs, the highs, the lows. Let's start it,
 brother. I came from a middle class family. My mom was an entrepreneur. She was into clothing and
 fashion. So she had jewelry stores. So she was always taking me to work. And I always saw how, you
 know, she controlled her own destiny and how her being an entrepreneur and very motivational. She
 had the freedom to buy what she wanted and do what she want. And for me, that really hit me deep
 inside. And I come from a pretty much entrepreneurial family. My grandparents came here as immigrants,
 started a trucking company. I was loading tractor trailers. I was eight, nine, ten. I like the
 fact of getting paid, you know, I like that I could get that cash and do something with it.
 And I realized at a very young age that financial freedom is really important. You know,
 I programmed myself at a young age that I really wanted to be successful. I wanted to be tough,
 you know, the martial arts. And I wanted to be built. And I wasn't a tallest guy. So I had to have
 all the other components. My journey as a young kid, I was shoveling driveways, snow blowing
 business, cleaning windows, anything I could do to make an extra buck. My success really,
 you know, it helped me in my, in my world. Because I talk to everybody in every store and every
 walks of life. Because that's for me, that gives me life to be able to communicate with everybody.
 No matter what level you are, everyone puts so much pressure on themselves to be successful,
 or to find success, or to find happiness. And I think the most important thing is to find
 what you're passionate about. What do you love to do? And really focus it on that. Everyone's
 trying to do a million things and to find and seek happiness. And as I dove deeper into my
 experiences, I came up with the Howie method. Five easy things, everybody. This is five easy
 tips you can do to change your life forever. The age I lead my life in the cornerstone of health.
 Health is well. If you have healthy, have everything. It helps your energy levels. It helps
 you think better. It helps you just feel better and you're feeling energized and you can perform
 better. Do everything in your life better by having health in your life as number one. Oh,
 what is, oh, always originality. I say, be you, be real, be proud. Be that one person. You're
 looking to mirror and learn how to be happy with that guy. Because that's who you are.
 You know, how can you make that the best person, the best version that you are? Because this is
 going to be your most success. I was never the smartest kid. I was never the biggest kid. I was
 never the best looking kid. Although I look okay. Never a great athlete. I was never great at
 anything. You know, when I say to myself this and I tell everybody this out there is I could beat
 guys all day long that are smarter than me, stronger than me, tougher than me. I could beat
 them all day long in the Howie, in my way, in the way I'm confident about myself. And I think
 this is the best thing that I can offer anybody is you're so special and you're so individual
 that you have such talents. You just have to tap into them. So originality is so important,
 be you, be real, be proud. The W is work. You've got to put the work in. So hard work, you can't
 hack hard work. You can do things smarter, but time is something I put in, I put it long and hard
 into my projects that I've gone into. Most not successful. One that
 took me to the stratosphere. Hard work is everything. The I innovation. It's easy to be a copycat
 in life, but can you innovate? Can you do something different? Can you serve the world differently,
 solve problems in a different way? So I innovation got to innovate. And the E is when we're talking
 about your little drink, energy, got to energize yourself daily. You know what energize do?
 I have certain songs I listen to energize me. I have certain YouTube videos. There's some
 motivational ones. I picked a few that really get me, get me amped up. And you see a lot of
 professional athletes, world class Olympians that they listen to certain things before they perform
 because it heightens your level of alertness and your energy level to a new level. So
 energy is a big part going out there. My best foot forward every day energize and enthusiastic.
 What kind of legacy are we trying to leave? Especially when I consider my son and that motivates me
 to want to put workout just in case something happens. Like at least he'll have something to look back
 on and be able to kind of figure out who his dad was. You like to think that it's kind of like the
 Tom Petty in the heartbreakers. I know or something. He used them. He used them where Tom Petty
 did sound like with the band wrote great songs for other people. It's kind of like the life that
 people like me try to strive for, you know, on a family level and then on a professional career level.
 You know, this guy's pretty much done everything you can do. Here's the simple thing. Success breeds
 competition and competition breeds success. You want other people to be successful. But the USC
 is the rocket ship. The flames are coming and everybody's following their path. Right? And I'm
 very lucky again to have a first class seat on that rocket ship. Don't forget where you came from
 and what got you there. Again, never anticipated to make this a franchise model. But a lot of friends
 and family wanted to be involved because they saw the early success and they saw how much energy
 was behind, you know, the cookies. And so my parents actually approached us and said, can we open
 a store? Can we be involved? And we said, sure, why don't you open your own store? And so we went
 through the legal paperwork, set it up as a franchise. And then it started out as my parents,
 you know, my college roommate, my sister. And then word of mouth just started to spread across
 Utah and the surrounding stage and now the nation. And we've never actively sold a franchise.
 Everyone's always come to us to say, we want to be involved when I open a store and I want a
 business. And that's kind of how I'm folded there to. At this point, my goal is to get to a
 thousand plus agents and help people make as much money as they possibly can. It's everything
 at every piece at every level because you know what? I know that you can't leave a lot in other
 people's hands if you really want to control your outcome of success. And I hear this too many
 times everybody. They think they can hire everybody to help them be successful. When in fact, it's you
 going to be curious and learn what other people did before and where their failures were at how
 that can help you, you know, be better, do more and be more successful. You know,
 if I'm me, I'm at Ryan Alfred on all the platforms. Hit me up on TikTok. I'm blowing up over
 there with the radcast.com. We'll see you next time. To listen or watch full episodes,
 visit us on the web at the radcast.com or follow us on social media at our Instagram account,
 v.rad.cast or at Ryan Alfred. Stay radical.