Fast Decisions On The Road To 100M | Building The Brand. Ep. 67 – Transcript

00:00We're here. We're going to document it. We're going to try and inspire people to get up in the morning and see what lights them up cuz this is why we get excited to build stuff. >> >> Uh Founderland.

00:19Josh has put this event on. It's a combination of founders and investors, bit of a CPG hotchpotch. Just some really amazing people, a bunch of panels, a bunch of startups, bunch of well-established brands showcasing as well. To some extent, it's like an expo of founders and investors with no egos, amazing brands. I think Greg's talking today. I think Michael Brand from Kettle & Fire Cues talking. So, I'm here as a guest to get immersed in some incredible founders. It's an hour away from home, so feels only right to come

00:45by Malibu. I don't come here enough. And so far, it looks insane. So, I'm excited to meet some people I already know and haven't seen for a while. And well done, Josh. This place is insane. So, Founderland, let's go. >> What do you do? I'm like, "I have a electrolyte drink."

01:04>> Yeah. You know what that party got? I have it in a can. >> Yeah. Cool. >> Yeah. >> Dude, I You want a podcast? I think I just saw the clip and you were like, "You look at our Instagram, we look like an apparel company." >> Yeah. Fashion. >> Like, dude, you look like a full lifestyle >> Let me get him, George. >> It's [ __ ] amazing. >> Yeah. It's amazing. >> We have an on collab.

01:19>> One of the best Instagram pages out. >> That's big compliment. >> It's sick. >> I wish we had it some better [ __ ] top line numbers, but they'll never come. >> This [ __ ] just takes time, bro. >> I know. I know. I'm going up in the world >> Like, you know what? Greg's got to a billion in four days. >> [ __ ] that.

01:32>> I know. I know. I know. I'm >> He bought the house next to me. I've seen the RA. >> He's nothing. He's nothing. >> I'm joking. And I love that [ __ ] It's great. But you do live in a world of like >> I know. >> I see your [ __ ] laptop going every day. 500 million, 600 million counts. >> Don't fall for that [ __ ] It's a fake page.

01:49>> >> All right. So, I'm a lot higher. >> I round down. >> All right. This is [ __ ] great. I love what I do. You guys are just [ __ ] so sick. It's just like got to take my time. >> Yeah, for sure. >> You're like 2.0, I [ __ ] love that. >> Don't you always say like you got to have a reason to believe?

02:02>> You're running today, you train today, everyone's moving more. I guarantee you people move more right now than they did last year. >> Yes. >> What do you need when you sweat? >> Oh, this event last year, I mean, GLP's are our reason, but like there was a lot more guts here last year. Everyone's getting like starting to get into this world. It's It's everyone.

02:19>> What do you When I wake up tired, I'm like, "Oh, I need some caffeine." >> Yes. >> First thing you say, "I need a coffee, need a balloon." >> But then it's workout. >> What do you say when you >> sweat? >> I need a Cadence. >> Yes. >> to That's my Cadence. That's like, "Oh, I just sweat, I need a Cadence." >> That's cool. >> Also, dude, reminder, I'm on year nine.

02:33This is year nine. >> I'm year two this >> It wasn't like this when I It's And each year it's just a little bit of So like that number you see is after year nine. >> No, I know. >> And I started building the community 11 years ago at Barry. >> Honestly, you guys are used So good to watch. It's like I feel like this There's so much Maybe I live in a bubble of like guys who are nice. Everyone's just pumped to each other right now.

02:54>> It wasn't like this a few years ago. >> Dude, I'm like, "Nick, this is sick. You should meet him." You're like It's like, "Dom, it's unbelievable." >> Dude, it wasn't like this a few It was all gatekeepers a few years ago. It was really weird. It was really weird. But yeah, it's the the new generation, the new graduating class, whatever.

03:08>> It's like Do you think I should change the name? >> Ooh. Here's this liquid. The flavor is melon berry. It's so [ __ ] good. But do you think the name melon berry is not good? >> No, I like the name melon berry. >> You like it cuz you don't know what a melon berry is.

03:20>> No, cuz it rolls off the tongue and it sounds feels good. >> Some people probably think it's like a fancy berry. It's like people think it's melon and berry. So either way Gelato. It's like ice cream and gelato. >> Gelato. >> I like it. >> Yeah. >> You would love working on Cadence.

03:35>> Actually, my trainer My trainer in Aspen was like, "Have you heard of Cadence?" I was like, "I actually have, yeah." >> Congrats on getting your feet wet and everything, yeah. >> [ __ ] crazy. >> Congrats on Cadence and the brand looks incredible. >> Thank you so much. >> It looks like like truly incredible.

03:48>> I've found my passion and love sport and love building brands, so it's been it's been a really good year. >> The old ones would be nice for me. A lot of people like to work out now. >> I mean, our stores are packed on Saturdays, but it's, you know, hungover kids getting breakfast tacos and Gatorade and whatever. Yeah, the stores are packed on Saturday mornings.

04:06>> Cuz everyone is right out of bed and they're going on runs and working out. >> Bro, we've been following you for a while. We actually really look up to Cadence. >> Yeah. >> Um >> Y'all doing it right. >> From the stand, yeah. You guys have a great style.

04:19Taking it from the fashion world. >> Yeah, yeah. >> We like that. >> Okay, so this How long's Cadence been going for? >> 1 month. >> >> Okay. Truth be told, it's been going for >> Yeah. >> since we met each other, but like this is the new product that we launched for a month. >> old. >> Yeah. >> And you're online only?

04:34>> Build your awareness. Keep your load because easy as possible to get to 1, 2, 10, 20, 30, 100 million dollars before you worry about retail, cuz it's going to be >> Exactly. >> So cost absorption, margin depletion, buyback, you don't hit the velocity in time. What's the easiest thing you can focus on right now? It's get as many new customers to come in and subscribe to Cadence clothing.

04:54And then you don't have to run two businesses at the same time. So, if I was you, I'd focus on like building really great customer base on Shopify. Probably building an Amazon business. Probably launch a TikTok account yesterday. >> Yeah. >> And then I would worry about retail in 2 years. And then you've got 47,000 subscribers. Can you go mocha flavor now available only at Target? I'm going to go [ __ ] straight to Target cuz you've got 40,000 people who love my brand.

05:17>> Yeah. >> Right now, no one knows who you are. >> Yeah. >> I like >> So why would they pick you up at Target? You have no trust. That's like my advice. >> I love it. I love it. >> I love it. >> Love it. You said it right. Nice to meet you, man. You want to keep killing it. Cadence, y'all [ __ ] lit. Let's go. Monetta in the building.

05:32>> Amazing event. Honestly, like I'm not such a social butterfly, but that was a really, really good event. Managed to see Greg, saw his wife Marie, and Nick from Sweetgreen as well. So, had some good conversations, met some really cool people, saw some people I haven't seen in a while. It's always good to leave the house, meet some good people. I think like the appreciation for the YouTube and what we're building has just been incredible. So, give me a lot of motivation to keep going, honestly. I think for like me and Tyler, there's so much to do. We never really do it for the views or the clicks, but events like that, when there's so many people who are genuinely appreciative for what

05:59you're building, the transparency, the brand, the content, and hopefully the help we put out as well, because I'm always learning every day, but also at the same time, like I find a lot of enjoyment and impact in showing my journey in this world. There was just so many people who were like, "I love the YouTube." It gives me motivation to keep documenting this journey.

06:15>> >> Start with 2 mi easy, and then we go strides, three sets, 20 seconds, 30 seconds off. Then after that, we have eight sets of hills, 6% incline. And then after the hills, we got 2 mi at tempo. Then we have hills again, and then we end with a nice little cool down, you know?

06:361 mi. >> He made me do a workout at the top of the hill, so on the treadmill. Push it to flat, run a mile. So, he can be like >> Get to the hill, like get >> Get to the hill. >> >> Bring the pace down, and then run a hard mile at max, like max effort.

06:55Eight sets. >> All right. >> First day with Charlie, who wants me dead. I said, "Okay." Let's do it. >> >> 30 seconds.

07:16>> 30, just 30. >> It was good to push myself. It's not motivation, it's discipline. Daily. >> >> Back in HQ, eating my breakfast. Had a session this morning. About to jump on a call with the team, the exact team.

07:32Focus on prioritization. There's so much happening in the company right now. Growing so quick, so many opportunities. I just feel like I need the team to just like look at everything black and white, assess everything with like measurable outcome, kill a couple of things that are distracting the team from the long-term plan. So, this call is about assessing, kill, run it, or think about longer. I love these calls because honestly, just feel like it helps to create clarity. So, jumping on now with the team.

07:57I get and I expect because it's a big ticket, Ben, at least you get visibility on here's the six people we paid, here is the link to their asset, here is the impressions created, here is the sales generated, and here's their 15% commission. Very few people sell month one, two, and three because it's the trust. So, therefore you need it to be maximizing impressions, bringing new people into the brand. We can't do that if we're not collaborating like as in

08:24like fonts times cadence on Instagram, you know, if that makes sense. So, like no one's doing that. There's a bucket of like we pay this person because we get on the t-shirt at the Olympics and it's like extremely credible. I guess that bucket is.

08:38And then everyone else after that, at some point they need to convert. So, they're not converting. I mean, to be fair, the UK have done that quite well. I've basically told Harpreet you ain't getting anything until you get it in and he goes and gets it in using US and then we unlock UK production. It's kind of a like this could be you, but we have to be ready.