{"version":"1.0.0","segments":[{"startTime":0.03,"endTime":1.919,"body":"I worked at a white owned"},{"startTime":1.92,"endTime":3.809,"body":"media company for about 10 years"},{"startTime":3.81,"endTime":5.819,"body":"and at this black owned advertising"},{"startTime":5.82,"endTime":7.469,"body":"agency for five years, and I can"},{"startTime":7.47,"endTime":9.479,"body":"tell you the difference between"},{"startTime":9.48,"endTime":11.429,"body":"being at a minority owned"},{"startTime":11.43,"endTime":12.899,"body":"company and being at a white owned"},{"startTime":12.9,"endTime":13.9,"body":"company."},{"startTime":14.43,"endTime":15.689,"body":"Often you'll hear about this kind of"},{"startTime":15.69,"endTime":17.549,"body":"burden around kind of code switching"},{"startTime":17.55,"endTime":19.469,"body":"and kind of having to perform"},{"startTime":19.47,"endTime":21.299,"body":"me. I felt because I"},{"startTime":21.3,"endTime":23.249,"body":"was one of the if not only"},{"startTime":23.25,"endTime":25.109,"body":"on most occasions, brown people"},{"startTime":25.11,"endTime":26.969,"body":"around, I had to do some"},{"startTime":26.97,"endTime":29.819,"body":"sort of different justification,"},{"startTime":29.82,"endTime":31.589,"body":"exploit like overexplaining the"},{"startTime":31.59,"endTime":33.429,"body":"reason why yet I belong here and"},{"startTime":33.43,"endTime":35.429,"body":"I'm saying like and where"},{"startTime":35.43,"endTime":37.169,"body":"I work now, all that shit like I"},{"startTime":37.17,"endTime":37.979,"body":"don't have to worry about none of"},{"startTime":37.98,"endTime":39.629,"body":"that. I don't know why or how that's"},{"startTime":39.63,"endTime":41.669,"body":"true, but it's"},{"startTime":41.67,"endTime":43.589,"body":"just so crazy, like it's just"},{"startTime":43.59,"endTime":44.459,"body":"so crazy."},{"startTime":44.46,"endTime":45.46,"body":"The difference."},{"startTime":49.63,"endTime":51.069,"body":"This is the change it, I'm Keith"},{"startTime":51.07,"endTime":52.449,"body":"Hernandez, and this week we welcome"},{"startTime":52.45,"endTime":54.519,"body":"Carlos Aguilar, founder of Mestizo"},{"startTime":54.52,"endTime":55.449,"body":"Coffee."},{"startTime":55.45,"endTime":56.889,"body":"His goal is to bring top shelf"},{"startTime":56.89,"endTime":58.479,"body":"Mexican-American coffee to coffee"},{"startTime":58.48,"endTime":60.099,"body":"lovers across the globe."},{"startTime":60.1,"endTime":61.539,"body":"We talk about the craft of coffee"},{"startTime":61.54,"endTime":62.769,"body":"roasting, how branding and"},{"startTime":62.77,"endTime":64.628,"body":"storytelling is key to this D.C."},{"startTime":64.629,"endTime":66.459,"body":"company and the lessons learned from"},{"startTime":66.46,"endTime":67.46,"body":"TV and advertising."},{"startTime":71.23,"endTime":72.459,"body":"All right, really excited about my"},{"startTime":72.46,"endTime":74.229,"body":"next guest today, we have Carlos"},{"startTime":74.23,"endTime":76.359,"body":"Aguilar, the founder of Mestizo"},{"startTime":76.36,"endTime":78.219,"body":"Coffee. Carlos, what's happening"},{"startTime":78.22,"endTime":78.609,"body":"right here?"},{"startTime":78.61,"endTime":80.319,"body":"Just enjoying life on the West Coast"},{"startTime":80.32,"endTime":82.209,"body":"in Los Angeles, trying to soak"},{"startTime":82.21,"endTime":84.069,"body":"up all this sun, try to write"},{"startTime":84.07,"endTime":85.169,"body":"a positive vibe."},{"startTime":85.17,"endTime":87.189,"body":"But, you know, this virus is doing"},{"startTime":87.19,"endTime":88.899,"body":"everything it can to to slow us"},{"startTime":88.9,"endTime":90.039,"body":"down. But, yeah, we're going to"},{"startTime":90.04,"endTime":91.059,"body":"vibrate through it, aren't we?"},{"startTime":91.06,"endTime":93.039,"body":"We were promised Hot Girls Summer"},{"startTime":93.04,"endTime":94.04,"body":"and we got nothing."},{"startTime":95.17,"endTime":97.089,"body":"No. Well, that's good, because I was"},{"startTime":97.09,"endTime":98.919,"body":"able to keep on my shirt during"},{"startTime":98.92,"endTime":100.839,"body":"the summer and we'll see what we can"},{"startTime":100.84,"endTime":102.549,"body":"do moving forward to maybe take it"},{"startTime":102.55,"endTime":103.539,"body":"off sometime this year."},{"startTime":103.54,"endTime":105.549,"body":"Yeah. So Delta's keeping us home"},{"startTime":105.55,"endTime":106.449,"body":"once again."},{"startTime":106.45,"endTime":108.369,"body":"And you decided to start"},{"startTime":108.37,"endTime":109.719,"body":"a company through the pandemic."},{"startTime":109.72,"endTime":111.309,"body":"Right. So walk me through this."},{"startTime":111.31,"endTime":112.809,"body":"Was this an idea that you had pre"},{"startTime":112.81,"endTime":114.099,"body":"pandemic, that you just had more"},{"startTime":114.1,"endTime":115.839,"body":"time to go and do it during the"},{"startTime":115.84,"endTime":117.759,"body":"pandemic? Or was this something"},{"startTime":117.76,"endTime":119.139,"body":"that happened with the spare time"},{"startTime":119.14,"endTime":120.429,"body":"that you were sitting there in your"},{"startTime":120.43,"endTime":122.139,"body":"living room figuring life out?"},{"startTime":122.14,"endTime":123.639,"body":"Sure. I mean, you know, my"},{"startTime":123.64,"endTime":126.129,"body":"background is in music."},{"startTime":126.13,"endTime":128.138,"body":"And I loved that."},{"startTime":128.139,"endTime":129.819,"body":"When I was a hip hop artist, I had a"},{"startTime":129.82,"endTime":130.929,"body":"product in hand."},{"startTime":130.93,"endTime":133.059,"body":"So when I was in college,"},{"startTime":133.06,"endTime":134.559,"body":"you know, I had a product that I can"},{"startTime":134.56,"endTime":136.659,"body":"talk about when I was working"},{"startTime":136.66,"endTime":138.219,"body":"and I was meeting other people in"},{"startTime":138.22,"endTime":139.869,"body":"the industry, I had a product I"},{"startTime":139.87,"endTime":141.819,"body":"could talk about and then my kind"},{"startTime":141.82,"endTime":143.709,"body":"of music career waned and I was"},{"startTime":143.71,"endTime":144.71,"body":"product list."},{"startTime":145.63,"endTime":147.839,"body":"And although I was still working"},{"startTime":147.84,"endTime":150.099,"body":"in entertainment and for a long time"},{"startTime":150.1,"endTime":151.989,"body":"I wanted to"},{"startTime":151.99,"endTime":153.909,"body":"have a product to call"},{"startTime":153.91,"endTime":156.129,"body":"my own because I knew that,"},{"startTime":156.13,"endTime":157.659,"body":"you know, I knew that I'd be able to"},{"startTime":157.66,"endTime":159.729,"body":"potentially generate"},{"startTime":159.73,"endTime":161.799,"body":"some wealth in the long"},{"startTime":161.8,"endTime":163.689,"body":"term if I was able to own"},{"startTime":163.69,"endTime":164.69,"body":"something of my own"},{"startTime":165.73,"endTime":167.469,"body":"as I worked for other."},{"startTime":167.47,"endTime":169.329,"body":"So that's so that had been"},{"startTime":169.33,"endTime":171.369,"body":"an idea for a while since I"},{"startTime":171.37,"endTime":173.339,"body":"kind of closed that chapter on my"},{"startTime":173.34,"endTime":175.419,"body":"my music career and then working"},{"startTime":175.42,"endTime":176.739,"body":"at an advertising agency for the"},{"startTime":176.74,"endTime":177.849,"body":"last six years, I come out of"},{"startTime":177.85,"endTime":178.779,"body":"television."},{"startTime":178.78,"endTime":180.639,"body":"I was"},{"startTime":180.64,"endTime":183.069,"body":"neck deep in the digital world"},{"startTime":183.07,"endTime":185.169,"body":"and in creating content, developing"},{"startTime":185.17,"endTime":186.729,"body":"strategies on behalf of brands and"},{"startTime":186.73,"endTime":187.809,"body":"celebrities."},{"startTime":187.81,"endTime":189.189,"body":"And again, I was like, damn, I wish"},{"startTime":189.19,"endTime":190.329,"body":"I had something to call my own."},{"startTime":190.33,"endTime":191.739,"body":"And, you know, three or four years"},{"startTime":191.74,"endTime":194.109,"body":"ago, I had a conversion"},{"startTime":194.11,"endTime":195.189,"body":"experience, if you will, with"},{"startTime":195.19,"endTime":197.049,"body":"specialty coffee, where I had"},{"startTime":197.05,"endTime":198.879,"body":"a buddy who through"},{"startTime":198.88,"endTime":200.079,"body":"social media, I noticed was"},{"startTime":200.08,"endTime":202.179,"body":"competing in coffee"},{"startTime":202.18,"endTime":203.499,"body":"brewing competitions."},{"startTime":203.5,"endTime":205.359,"body":"And I drink coffee like"},{"startTime":205.36,"endTime":206.949,"body":"like other most people, just"},{"startTime":206.95,"endTime":208.779,"body":"7-Eleven, McDonald's, Starbucks,"},{"startTime":208.78,"endTime":210.459,"body":"even sometimes at home."},{"startTime":210.46,"endTime":211.779,"body":"But this notion that someone would"},{"startTime":211.78,"endTime":213.459,"body":"compete in brewing coffee was really"},{"startTime":213.46,"endTime":214.539,"body":"intriguing for sure."},{"startTime":214.54,"endTime":216.129,"body":"And I invited him to our agency and"},{"startTime":216.13,"endTime":217.029,"body":"was like, hey, bro, can you make"},{"startTime":217.03,"endTime":218.859,"body":"some of this this magic that I see"},{"startTime":218.86,"endTime":221.019,"body":"you doing on the Internet?"},{"startTime":221.02,"endTime":222.999,"body":"And he came in and my buddy,"},{"startTime":223.0,"endTime":224.559,"body":"who was a philosophy professor, so I"},{"startTime":224.56,"endTime":225.489,"body":"knew I was kind of it was already"},{"startTime":225.49,"endTime":226.629,"body":"coming from a different angle."},{"startTime":226.63,"endTime":228.669,"body":"He came in and he had a scale."},{"startTime":228.67,"endTime":230.799,"body":"He had he brought his own water."},{"startTime":230.8,"endTime":231.789,"body":"He brought beans."},{"startTime":231.79,"endTime":233.919,"body":"He way you started weighing it is"},{"startTime":233.92,"endTime":236.109,"body":"kettle had a weird"},{"startTime":236.11,"endTime":237.279,"body":"shaped neck."},{"startTime":237.28,"endTime":239.559,"body":"It was like a science experiment."},{"startTime":239.56,"endTime":241.809,"body":"And I was like, OK, that's cool,"},{"startTime":241.81,"endTime":242.859,"body":"let's taste it."},{"startTime":242.86,"endTime":244.359,"body":"And when I did, I was like, wait a"},{"startTime":244.36,"endTime":246.309,"body":"minute, I taste blueberry"},{"startTime":246.31,"endTime":248.079,"body":"in this. And I did see you put any"},{"startTime":248.08,"endTime":249.999,"body":"blueberry additive in this"},{"startTime":250.0,"endTime":251.529,"body":"coffee like and just kind of opened"},{"startTime":251.53,"endTime":253.449,"body":"my mind up to the"},{"startTime":253.45,"endTime":255.369,"body":"prospect of having these really"},{"startTime":255.37,"endTime":256.539,"body":"interesting flavor profiles and"},{"startTime":256.54,"endTime":258.429,"body":"something that I'd been drinking"},{"startTime":258.43,"endTime":261.018,"body":"most of my adult life and had never."},{"startTime":261.019,"endTime":262.609,"body":"Tasted before."},{"startTime":262.61,"endTime":263.659,"body":"And so anyway, so that that kind of"},{"startTime":263.66,"endTime":265.699,"body":"conversion experience resonated"},{"startTime":265.7,"endTime":268.549,"body":"with me because of my background,"},{"startTime":268.55,"endTime":269.989,"body":"where I had a religious conversion"},{"startTime":269.99,"endTime":271.819,"body":"experience that landed me"},{"startTime":271.82,"endTime":272.899,"body":"ultimately in seminary."},{"startTime":272.9,"endTime":273.859,"body":"Hold on. Let's stop there for a"},{"startTime":272.9,"endTime":273.859,"body":"second."},{"startTime":273.86,"endTime":274.819,"body":"You went to the seminary for a"},{"startTime":274.82,"endTime":275.599,"body":"while?"},{"startTime":275.6,"endTime":277.339,"body":"I went to seminary and got a"},{"startTime":277.34,"endTime":278.599,"body":"master's degree in the philosophy of"},{"startTime":278.6,"endTime":281.089,"body":"religion and ethics after undergrad"},{"startTime":281.09,"endTime":282.049,"body":"because I was going to go and teach"},{"startTime":282.05,"endTime":283.879,"body":"philosophy. That was my ambition."},{"startTime":283.88,"endTime":285.889,"body":"But while in seminary"},{"startTime":285.89,"endTime":287.329,"body":"or shortly after I graduated"},{"startTime":287.33,"endTime":288.649,"body":"seminary, I backpacked through"},{"startTime":288.65,"endTime":290.539,"body":"Mexico for a year and a half"},{"startTime":290.54,"endTime":291.499,"body":"trying to connect with my"},{"startTime":291.5,"endTime":293.509,"body":"Mexican-American background as"},{"startTime":293.51,"endTime":294.859,"body":"a third generation Mexican-American."},{"startTime":294.86,"endTime":296.329,"body":"I didn't speak Spanish, but I grew"},{"startTime":296.33,"endTime":297.409,"body":"up in a neighborhood that was 90"},{"startTime":297.41,"endTime":299.239,"body":"percent Latino in the San Gabriel"},{"startTime":299.24,"endTime":300.409,"body":"Valley in Los Angeles."},{"startTime":300.41,"endTime":302.389,"body":"So I decided after grad school I"},{"startTime":302.39,"endTime":303.649,"body":"was going to backpack through"},{"startTime":303.65,"endTime":305.599,"body":"Mexico, which I did, came"},{"startTime":305.6,"endTime":308.029,"body":"back and was going to"},{"startTime":308.03,"endTime":309.919,"body":"teach philosophy, but"},{"startTime":309.92,"endTime":311.089,"body":"got my first job writing and"},{"startTime":311.09,"endTime":312.979,"body":"television a so that kind of set"},{"startTime":312.98,"endTime":314.989,"body":"me on a different kind of career"},{"startTime":314.99,"endTime":316.909,"body":"path. So my"},{"startTime":316.91,"endTime":318.919,"body":"ambition with coffee"},{"startTime":318.92,"endTime":320.419,"body":"was like this conversion experience"},{"startTime":320.42,"endTime":322.159,"body":"I have had around something that was"},{"startTime":322.16,"endTime":323.989,"body":"so familiar, like coffee reminded"},{"startTime":323.99,"endTime":325.129,"body":"me of that kind of religious"},{"startTime":325.13,"endTime":326.969,"body":"conversion experience of my youth,"},{"startTime":326.97,"endTime":329.239,"body":"the same kind of zeal I had"},{"startTime":329.24,"endTime":331.369,"body":"in telling people about like"},{"startTime":331.37,"endTime":332.419,"body":"the religion of my youth."},{"startTime":332.42,"endTime":333.919,"body":"I had now about coffee."},{"startTime":333.92,"endTime":335.899,"body":"It was like, yo, guys,"},{"startTime":335.9,"endTime":336.829,"body":"we've been drinking this thing"},{"startTime":336.83,"endTime":338.629,"body":"called coffee, but it actually"},{"startTime":338.63,"endTime":339.439,"body":"hasn't been very good."},{"startTime":339.44,"endTime":340.969,"body":"So we should be drinking this other"},{"startTime":340.97,"endTime":343.009,"body":"stuff. So I"},{"startTime":343.01,"endTime":345.019,"body":"got deep into coffee and during"},{"startTime":345.02,"endTime":346.279,"body":"the pandemic, it provided an"},{"startTime":346.28,"endTime":348.249,"body":"opportunity for me to"},{"startTime":348.25,"endTime":349.549,"body":"to kick off"},{"startTime":349.55,"endTime":351.349,"body":"my own brand. So how does one get"},{"startTime":351.35,"endTime":352.219,"body":"deep into coffee? Right."},{"startTime":352.22,"endTime":353.299,"body":"Because actually, you know, it's"},{"startTime":352.22,"endTime":353.299,"body":"funny"},{"startTime":353.3,"endTime":354.979,"body":"at BuzzFeed, we had I had that head"},{"startTime":354.98,"endTime":356.239,"body":"right. That coffee had who brought"},{"startTime":356.24,"endTime":358.069,"body":"his own scale sprinkling it"},{"startTime":358.07,"endTime":359.839,"body":"out. And I went and asked him if I"},{"startTime":359.84,"endTime":361.199,"body":"could taste it. It was delicious."},{"startTime":361.2,"endTime":362.629,"body":"Is that is that the best way?"},{"startTime":362.63,"endTime":364.639,"body":"Is it just that is it passed on"},{"startTime":364.64,"endTime":366.349,"body":"thing to get deep into it?"},{"startTime":366.35,"endTime":367.789,"body":"And do you need all that equipment?"},{"startTime":367.79,"endTime":368.599,"body":"Do you need the skills?"},{"startTime":368.6,"endTime":370.699,"body":"You need that slow drip or to really"},{"startTime":370.7,"endTime":371.959,"body":"appreciate a cup of coffee."},{"startTime":371.96,"endTime":373.879,"body":"You do. I mean, OK, so"},{"startTime":373.88,"endTime":375.889,"body":"I mean, I think conversion comes"},{"startTime":375.89,"endTime":377.359,"body":"through a number of avenues this"},{"startTime":377.36,"endTime":378.469,"body":"this kind of coffee conversion"},{"startTime":378.47,"endTime":379.339,"body":"experience. Right."},{"startTime":379.34,"endTime":380.959,"body":"I mean, on the one hand, if you walk"},{"startTime":380.96,"endTime":382.069,"body":"like if you're in downtown L.A.,"},{"startTime":382.07,"endTime":383.599,"body":"you'll see these bluebottle and"},{"startTime":383.6,"endTime":385.369,"body":"you'd be like, this looks cooler"},{"startTime":385.37,"endTime":386.209,"body":"than Starbucks."},{"startTime":386.21,"endTime":387.349,"body":"Maybe I should go in there."},{"startTime":387.35,"endTime":388.969,"body":"You go in there, you order your"},{"startTime":388.97,"endTime":390.529,"body":"coffee and it's seven dollars for a"},{"startTime":390.53,"endTime":392.029,"body":"cup. And you're like, wait a minute,"},{"startTime":392.03,"endTime":392.929,"body":"what the hell's going on here?"},{"startTime":392.93,"endTime":394.429,"body":"I'm paying seven dollars for a cup,"},{"startTime":394.43,"endTime":396.349,"body":"something something's"},{"startTime":396.35,"endTime":397.279,"body":"happening here."},{"startTime":397.28,"endTime":399.019,"body":"And so I've known people who got"},{"startTime":399.02,"endTime":400.639,"body":"into specialty coffee just straight"},{"startTime":400.64,"endTime":402.409,"body":"through the what's going on here."},{"startTime":402.41,"endTime":403.309,"body":"Let me try this."},{"startTime":403.31,"endTime":404.869,"body":"Oh, my God. This is something really"},{"startTime":404.87,"endTime":406.519,"body":"different. And then you also have"},{"startTime":406.52,"endTime":408.559,"body":"like folk like me who"},{"startTime":408.56,"endTime":409.789,"body":"like you, someone will show up to"},{"startTime":409.79,"endTime":411.019,"body":"the house or to the workplace with"},{"startTime":411.02,"endTime":412.129,"body":"the the gear."},{"startTime":412.13,"endTime":414.019,"body":"And like any craft, the more tools"},{"startTime":414.02,"endTime":416.509,"body":"you have it more"},{"startTime":416.51,"endTime":418.459,"body":"to a point, you know, the"},{"startTime":418.46,"endTime":420.409,"body":"the finer the technique, so"},{"startTime":420.41,"endTime":421.889,"body":"and the better the end product."},{"startTime":421.89,"endTime":423.769,"body":"So sure. Like there are a hundred"},{"startTime":423.77,"endTime":425.719,"body":"and fifty dollar scales"},{"startTime":425.72,"endTime":427.339,"body":"so that you can weigh your coffee."},{"startTime":427.34,"endTime":428.809,"body":"I'm saying like."},{"startTime":428.81,"endTime":431.059,"body":"Because they want that precision,"},{"startTime":431.06,"endTime":432.319,"body":"they want the speed people who are"},{"startTime":432.32,"endTime":433.129,"body":"doing this professionally or"},{"startTime":433.13,"endTime":434.749,"body":"whatever, so just like a thing with"},{"startTime":434.75,"endTime":436.099,"body":"any discipline, you're going to have"},{"startTime":436.1,"endTime":438.169,"body":"tools to for the craftsmen"},{"startTime":438.17,"endTime":439.739,"body":"to really tune it in."},{"startTime":439.74,"endTime":441.349,"body":"But that difference might be"},{"startTime":441.35,"endTime":443.179,"body":"marginal and only"},{"startTime":443.18,"endTime":445.039,"body":"perceptible to those who"},{"startTime":445.04,"endTime":447.469,"body":"are really finely tuned to it."},{"startTime":447.47,"endTime":448.849,"body":"But that's still some of the fun"},{"startTime":448.85,"endTime":450.919,"body":"because it shows that there's depths"},{"startTime":450.92,"endTime":451.909,"body":"to this."},{"startTime":451.91,"endTime":453.259,"body":"I love that. So let's talk a little"},{"startTime":453.26,"endTime":454.999,"body":"bit about the brand, because it"},{"startTime":455.0,"endTime":456.409,"body":"comes off very intentional, right?"},{"startTime":456.41,"endTime":458.269,"body":"Like, I got this package that"},{"startTime":458.27,"endTime":459.709,"body":"not only had the coffee, which is"},{"startTime":459.71,"endTime":461.809,"body":"delicious, it also has stickers,"},{"startTime":461.81,"endTime":463.729,"body":"it has a postcard, it has rolling"},{"startTime":463.73,"endTime":464.539,"body":"papers."},{"startTime":464.54,"endTime":466.399,"body":"And it also has this message of"},{"startTime":466.4,"endTime":468.049,"body":"trying to make the world less wack."},{"startTime":468.05,"endTime":469.309,"body":"Talk to me a little bit about how"},{"startTime":469.31,"endTime":470.899,"body":"you thought about branding, how"},{"startTime":470.9,"endTime":473.029,"body":"important that branding was to align"},{"startTime":473.03,"endTime":474.169,"body":"with the coffee that you're putting"},{"startTime":474.17,"endTime":475.069,"body":"out there."},{"startTime":475.07,"endTime":475.849,"body":"Sure."},{"startTime":475.85,"endTime":477.949,"body":"I mean, I knew in doing this"},{"startTime":477.95,"endTime":479.629,"body":"because I have a great job doing"},{"speaker":"cool work and my 9","startTime":479.63,"endTime":481.489,"body":"00 to"},{"speaker":"5","startTime":481.49,"endTime":483.769,"body":"00 that I can"},{"speaker":"5","startTime":483.77,"endTime":486.079,"body":"develop Misti. So as a brand"},{"speaker":"5","startTime":486.08,"endTime":487.579,"body":"that I didn't need to enter the"},{"speaker":"5","startTime":487.58,"endTime":489.619,"body":"marketplace with the goal of selling"},{"speaker":"5","startTime":489.62,"endTime":491.449,"body":"as much coffee as fast as I can to"},{"speaker":"5","startTime":491.45,"endTime":493.039,"body":"as many people as I need to do,"},{"speaker":"5","startTime":493.04,"endTime":494.329,"body":"which might have been my impulse if"},{"speaker":"5","startTime":494.33,"endTime":495.739,"body":"I was dealing with another kind of"},{"speaker":"5","startTime":495.74,"endTime":497.449,"body":"product and I needed to pay my"},{"speaker":"5","startTime":497.45,"endTime":498.379,"body":"mortgage with it or whatever."},{"speaker":"5","startTime":498.38,"endTime":500.389,"body":"Right. So I was like, OK, I'm"},{"speaker":"5","startTime":500.39,"endTime":501.799,"body":"going to be able to create a brand"},{"speaker":"5","startTime":501.8,"endTime":503.779,"body":"that probably more closely reflects"},{"speaker":"5","startTime":503.78,"endTime":505.819,"body":"me as owner"},{"speaker":"5","startTime":505.82,"endTime":507.709,"body":"and operator than other"},{"speaker":"5","startTime":507.71,"endTime":509.209,"body":"types of products might permit."},{"speaker":"5","startTime":509.21,"endTime":511.099,"body":"Basically as an"},{"speaker":"5","startTime":511.1,"endTime":513.229,"body":"artist, my coffee"},{"speaker":"5","startTime":513.23,"endTime":515.239,"body":"is my album, my"},{"speaker":"5","startTime":515.24,"endTime":517.428,"body":"coffee is my mixtape."},{"speaker":"5","startTime":517.429,"endTime":519.709,"body":"And the cool thing is you can"},{"speaker":"5","startTime":519.71,"endTime":520.999,"body":"drink it, you could put this in your"},{"speaker":"5","startTime":521.0,"endTime":523.099,"body":"mouth, you can actually get"},{"speaker":"5","startTime":523.1,"endTime":525.289,"body":"something material"},{"speaker":"5","startTime":525.29,"endTime":527.119,"body":"kind of into you, you know,"},{"speaker":"5","startTime":527.12,"endTime":528.289,"body":"in the process."},{"speaker":"5","startTime":528.29,"endTime":529.159,"body":"So I was very intentional."},{"speaker":"5","startTime":529.16,"endTime":530.269,"body":"So there were things that I knew I"},{"speaker":"5","startTime":530.27,"endTime":531.319,"body":"didn't want to do."},{"speaker":"5","startTime":531.32,"endTime":533.179,"body":"One thing I wanted to do was"},{"speaker":"5","startTime":533.18,"endTime":535.009,"body":"say a couple of things with the"},{"speaker":"5","startTime":535.01,"endTime":535.939,"body":"brand messaging."},{"speaker":"5","startTime":535.94,"endTime":537.859,"body":"One, Mexican Americans"},{"speaker":"5","startTime":537.86,"endTime":540.289,"body":"appreciate and"},{"speaker":"5","startTime":540.29,"endTime":542.449,"body":"produce high quality"},{"speaker":"5","startTime":542.45,"endTime":543.709,"body":"craftsmanship."},{"speaker":"5","startTime":543.71,"endTime":545.959,"body":"You could see it in the pyramids."},{"speaker":"5","startTime":545.96,"endTime":546.889,"body":"You could see it in our law"},{"speaker":"5","startTime":546.89,"endTime":547.699,"body":"practices."},{"speaker":"5","startTime":547.7,"endTime":549.259,"body":"You can see it when we order Top"},{"speaker":"5","startTime":549.26,"endTime":551.089,"body":"Chef Miskell and when we pay"},{"speaker":"5","startTime":551.09,"endTime":552.909,"body":"for the most expensive strain of"},{"speaker":"5","startTime":552.91,"endTime":554.839,"body":"weed like we do this"},{"speaker":"5","startTime":554.84,"endTime":556.549,"body":"year. I'm saying like we will pay"},{"speaker":"5","startTime":556.55,"endTime":558.169,"body":"for you see it in our three hundred"},{"speaker":"5","startTime":558.17,"endTime":559.369,"body":"and eighty dollars sneakers."},{"speaker":"5","startTime":559.37,"endTime":561.679,"body":"We will pay for it if it's good."},{"speaker":"5","startTime":561.68,"endTime":563.689,"body":"Now, most Mexican American"},{"speaker":"5","startTime":563.69,"endTime":565.069,"body":"coffee drinkers aren't even up on"},{"speaker":"5","startTime":565.07,"endTime":565.969,"body":"the fact that there's this thing"},{"speaker":"5","startTime":565.97,"endTime":567.949,"body":"called specialty coffee, that most"},{"speaker":"5","startTime":567.95,"endTime":568.909,"body":"of the coffee that they're drinking"},{"speaker":"5","startTime":568.91,"endTime":571.369,"body":"is bullshit, industrial grade trash."},{"speaker":"5","startTime":571.37,"endTime":572.899,"body":"So I'm coming in kind of as an"},{"speaker":"5","startTime":572.9,"endTime":574.879,"body":"evangelist saying, hey, there's"},{"speaker":"5","startTime":574.88,"endTime":576.439,"body":"good news out there."},{"speaker":"5","startTime":576.44,"endTime":577.789,"body":"We like good shit, but we're"},{"speaker":"5","startTime":577.79,"endTime":578.809,"body":"drinking that shit."},{"speaker":"5","startTime":578.81,"endTime":580.279,"body":"But I got the good shit, you know,"},{"speaker":"5","startTime":580.28,"endTime":582.109,"body":"like essentially like as"},{"speaker":"5","startTime":582.11,"endTime":583.069,"body":"simple as that."},{"speaker":"5","startTime":583.07,"endTime":584.239,"body":"So that presents its own challenges,"},{"speaker":"5","startTime":584.24,"endTime":585.739,"body":"too, when I'm trying to convert"},{"speaker":"5","startTime":585.74,"endTime":587.419,"body":"people into a more expensive kind of"},{"speaker":"5","startTime":587.42,"endTime":588.319,"body":"category."},{"speaker":"5","startTime":588.32,"endTime":590.149,"body":"But I'm with it"},{"speaker":"5","startTime":590.15,"endTime":591.229,"body":"because, again, I know we spend the"},{"speaker":"5","startTime":591.23,"endTime":592.279,"body":"money."},{"speaker":"5","startTime":592.28,"endTime":593.479,"body":"That's such an important part."},{"speaker":"5","startTime":593.48,"endTime":594.529,"body":"Right. I think that, you know,"},{"speaker":"5","startTime":594.53,"endTime":596.449,"body":"especially we saw the census"},{"speaker":"5","startTime":596.45,"endTime":598.879,"body":"and we continue to see the rise"},{"speaker":"5","startTime":598.88,"endTime":601.289,"body":"in Latinos, Latinas, Hispanics,"},{"speaker":"5","startTime":601.29,"endTime":602.629,"body":"whatever we can get into that whole"},{"speaker":"5","startTime":602.63,"endTime":604.189,"body":"thing on, what do we call ourselves."},{"speaker":"5","startTime":604.19,"endTime":605.629,"body":"But, you know, the United States has"},{"speaker":"5","startTime":605.63,"endTime":606.709,"body":"always been multicultural."},{"speaker":"5","startTime":606.71,"endTime":607.999,"body":"But what we're seeing more and more"},{"speaker":"5","startTime":608.0,"endTime":610.309,"body":"in the last couple of decades is"},{"speaker":"5","startTime":610.31,"endTime":612.109,"body":"the disposable income of people, of"},{"speaker":"5","startTime":612.11,"endTime":614.059,"body":"color, of people, of different"},{"speaker":"5","startTime":614.06,"endTime":615.349,"body":"races and ethnicities."},{"speaker":"5","startTime":615.35,"endTime":616.459,"body":"And so a brand like yours is"},{"speaker":"5","startTime":616.46,"endTime":618.139,"body":"important. How does that play into"},{"speaker":"5","startTime":618.14,"endTime":620.629,"body":"it in terms of the rise of"},{"speaker":"5","startTime":620.63,"endTime":623.059,"body":"the disposable income, the rise of"},{"speaker":"5","startTime":623.06,"endTime":624.919,"body":"our ethnic group to kind of have"},{"speaker":"5","startTime":624.92,"endTime":626.689,"body":"more purchasing power in the United"},{"speaker":"5","startTime":626.69,"endTime":628.039,"body":"States now?"},{"speaker":"5","startTime":628.04,"endTime":629.989,"body":"Well, one thing I'm recognizing is"},{"speaker":"5","startTime":629.99,"endTime":631.839,"body":"the value of the data just off"},{"speaker":"5","startTime":631.84,"endTime":633.409,"body":"the top. Like, one thing I need to"},{"speaker":"5","startTime":633.41,"endTime":635.629,"body":"constantly do is to check my"},{"speaker":"5","startTime":635.63,"endTime":637.759,"body":"instinct and impulse against"},{"speaker":"5","startTime":637.76,"endTime":639.659,"body":"data. And so one way I do"},{"speaker":"5","startTime":639.66,"endTime":641.179,"body":"that, in fact, there's a great"},{"speaker":"5","startTime":641.18,"endTime":642.439,"body":"research firm headed by a"},{"speaker":"5","startTime":642.44,"endTime":643.669,"body":"Mexican-American called Think Now"},{"speaker":"5","startTime":643.67,"endTime":645.829,"body":"Research who had some great"},{"speaker":"5","startTime":645.83,"endTime":647.689,"body":"research around Mexican"},{"speaker":"5","startTime":647.69,"endTime":649.879,"body":"Americans and premium"},{"speaker":"5","startTime":649.88,"endTime":652.069,"body":"alcohol and the data"},{"speaker":"5","startTime":652.07,"endTime":654.109,"body":"around that demonstrated that"},{"speaker":"5","startTime":654.11,"endTime":656.119,"body":"Latinos prefer high end products"},{"speaker":"5","startTime":656.12,"endTime":658.619,"body":"to have higher end package."},{"speaker":"5","startTime":658.62,"endTime":660.019,"body":"OK, all right."},{"speaker":"5","startTime":660.02,"endTime":661.759,"body":"All right. So that that was like"},{"speaker":"5","startTime":661.76,"endTime":663.529,"body":"that's really valuable data."},{"speaker":"5","startTime":663.53,"endTime":664.699,"body":"I don't know who else is asked."},{"speaker":"5","startTime":664.7,"endTime":666.229,"body":"Like, not a lot of people are asking"},{"speaker":"5","startTime":666.23,"endTime":668.389,"body":"that question to our audience."},{"speaker":"5","startTime":668.39,"endTime":670.249,"body":"You know, I'm saying and the fact"},{"speaker":"5","startTime":670.25,"endTime":671.599,"body":"that they're asking that question"},{"speaker":"5","startTime":671.6,"endTime":672.529,"body":"and that I was able to find that"},{"speaker":"5","startTime":672.53,"endTime":674.689,"body":"piece of data is going to inform"},{"speaker":"5","startTime":674.69,"endTime":676.699,"body":"what I do moving forward because"},{"speaker":"5","startTime":676.7,"endTime":677.869,"body":"I'm in that category."},{"speaker":"5","startTime":677.87,"endTime":679.639,"body":"So my impulse most of the time, you"},{"speaker":"5","startTime":679.64,"endTime":681.199,"body":"know, that's that's that's part of"},{"speaker":"5","startTime":681.2,"endTime":682.189,"body":"the equation. Right."},{"speaker":"5","startTime":682.19,"endTime":683.299,"body":"Of course, with anything, you kind"},{"speaker":"5","startTime":683.3,"endTime":684.179,"body":"of got to go with instinct."},{"speaker":"5","startTime":684.18,"endTime":685.379,"body":"And I want to do what I want to do"},{"speaker":"5","startTime":685.38,"endTime":686.509,"body":"or not what other people tell me to"},{"speaker":"5","startTime":686.51,"endTime":687.529,"body":"do or whatever."},{"speaker":"5","startTime":687.53,"endTime":689.449,"body":"So you kind of it's a it's a soup,"},{"speaker":"5","startTime":689.45,"endTime":691.009,"body":"you know, and then of the day."},{"speaker":"5","startTime":691.01,"endTime":692.899,"body":"But I will"},{"speaker":"5","startTime":692.9,"endTime":694.969,"body":"try to kind of look at"},{"speaker":"5","startTime":694.97,"endTime":696.619,"body":"behavior generally."},{"speaker":"5","startTime":696.62,"endTime":698.359,"body":"And then more specifically, how are"},{"speaker":"5","startTime":698.36,"endTime":700.039,"body":"the people who are buying my coffee,"},{"speaker":"5","startTime":700.04,"endTime":702.019,"body":"behaving, you know, and"},{"speaker":"5","startTime":702.02,"endTime":703.639,"body":"then kind of just getting more"},{"speaker":"5","startTime":703.64,"endTime":705.769,"body":"granular, like in terms of."},{"speaker":"5","startTime":705.77,"endTime":707.539,"body":"So it's going to be easy for me to"},{"speaker":"5","startTime":707.54,"endTime":709.249,"body":"get lost in trying to chase this"},{"speaker":"5","startTime":709.25,"endTime":710.979,"body":"huge Latino market."},{"speaker":"5","startTime":710.98,"endTime":712.609,"body":"Yeah. And trying to do all this"},{"speaker":"5","startTime":712.61,"endTime":714.169,"body":"things to say, hey, I'm over here"},{"speaker":"5","startTime":714.17,"endTime":715.759,"body":"when I have three hundred people"},{"speaker":"5","startTime":715.76,"endTime":717.529,"body":"who've already said I fuck with your"},{"speaker":"5","startTime":717.53,"endTime":719.119,"body":"brand, here's my money."},{"speaker":"5","startTime":719.12,"endTime":720.439,"body":"I'm turning my attention to them to"},{"speaker":"5","startTime":720.44,"endTime":722.849,"body":"kind of build it kind of organically"},{"speaker":"5","startTime":722.85,"endTime":723.889,"body":"is super smart."},{"speaker":"5","startTime":723.89,"endTime":725.029,"body":"And I think what we're seeing,"},{"speaker":"5","startTime":725.03,"endTime":726.439,"body":"especially with would you call your"},{"speaker":"5","startTime":726.44,"endTime":728.619,"body":"brand a direct consumer brand?"},{"speaker":"5","startTime":728.62,"endTime":730.799,"body":"Is this kind of recognition"},{"speaker":"5","startTime":730.8,"endTime":732.729,"body":"that you can go deeper, right, like"},{"speaker":"5","startTime":732.73,"endTime":735.299,"body":"a brand can be deeper and have"},{"speaker":"5","startTime":735.3,"endTime":737.459,"body":"have more to it and still"},{"speaker":"5","startTime":737.46,"endTime":738.779,"body":"vibe and people will still want to"},{"speaker":"5","startTime":738.78,"endTime":740.429,"body":"buy it and still want to go and grow"},{"speaker":"5","startTime":740.43,"endTime":742.319,"body":"from that versus, you know,"},{"speaker":"5","startTime":742.32,"endTime":743.129,"body":"what we've learned in the"},{"speaker":"5","startTime":743.13,"endTime":744.359,"body":"advertising world is, you know,"},{"speaker":"5","startTime":744.36,"endTime":746.099,"body":"before quadron or what is the"},{"speaker":"5","startTime":746.1,"endTime":747.719,"body":"biggest total potential demographic"},{"speaker":"5","startTime":747.72,"endTime":748.769,"body":"that you can have there."},{"speaker":"5","startTime":748.77,"endTime":750.179,"body":"So I love that your data and not"},{"speaker":"5","startTime":750.18,"endTime":751.739,"body":"data driven. So you have the brands,"},{"speaker":"5","startTime":751.74,"endTime":752.699,"body":"you have the insights."},{"speaker":"5","startTime":752.7,"endTime":753.659,"body":"How do you get the product?"},{"speaker":"5","startTime":753.66,"endTime":754.499,"body":"Do you have your unroasted?"},{"speaker":"5","startTime":754.5,"endTime":755.609,"body":"Are you collaborating?"},{"speaker":"5","startTime":755.61,"endTime":757.529,"body":"How do you actually make the coffee?"},{"speaker":"5","startTime":757.53,"endTime":759.809,"body":"Most of specialty coffee is"},{"speaker":"5","startTime":759.81,"endTime":761.789,"body":"a white boys sport,"},{"speaker":"5","startTime":761.79,"endTime":763.769,"body":"you know, so and I'm"},{"speaker":"5","startTime":763.77,"endTime":764.699,"body":"not even in the front."},{"speaker":"5","startTime":764.7,"endTime":766.859,"body":"I do. I do like"},{"speaker":"5","startTime":766.86,"endTime":768.479,"body":"the white boy, Pacific Northwest"},{"speaker":"5","startTime":768.48,"endTime":769.649,"body":"specialty coffee esthetic."},{"speaker":"5","startTime":769.65,"endTime":771.659,"body":"It is a lie like I"},{"speaker":"5","startTime":771.66,"endTime":772.769,"body":"Karak with it, you know, I'm saying."},{"speaker":"5","startTime":772.77,"endTime":774.929,"body":"But that's it's not my it's not my"},{"speaker":"5","startTime":774.93,"endTime":776.159,"body":"native kind of vibe."},{"speaker":"5","startTime":776.16,"endTime":777.839,"body":"But I could get I could get down."},{"speaker":"5","startTime":777.84,"endTime":779.009,"body":"I like it."},{"speaker":"5","startTime":779.01,"endTime":781.079,"body":"So most especially the coffee is"},{"speaker":"5","startTime":781.08,"endTime":782.759,"body":"is a white man's sport."},{"speaker":"5","startTime":782.76,"endTime":784.049,"body":"I'm friends with the most prominent"},{"speaker":"5","startTime":784.05,"endTime":785.879,"body":"Mexican-American roaster in the U.S."},{"speaker":"5","startTime":785.88,"endTime":787.649,"body":"His name is Angel Medina and he's"},{"speaker":"5","startTime":787.65,"endTime":788.759,"body":"out of Portland, Oregon."},{"speaker":"5","startTime":788.76,"endTime":791.429,"body":"And so I work with him to develop"},{"speaker":"5","startTime":791.43,"endTime":793.439,"body":"profiles to fit my"},{"speaker":"5","startTime":793.44,"endTime":794.399,"body":"audience."},{"speaker":"5","startTime":794.4,"endTime":796.319,"body":"So the cool thing about that"},{"speaker":"5","startTime":796.32,"endTime":797.519,"body":"is, of course, that I'm doing"},{"speaker":"5","startTime":797.52,"endTime":799.019,"body":"business with another kind of"},{"speaker":"5","startTime":799.02,"endTime":800.279,"body":"Mexican-American entrepreneur in the"},{"speaker":"5","startTime":800.28,"endTime":801.539,"body":"coffee space."},{"speaker":"5","startTime":801.54,"endTime":804.359,"body":"And the work he's doing in Portland"},{"speaker":"5","startTime":804.36,"endTime":806.209,"body":"is kind of making a difference"},{"speaker":"5","startTime":806.21,"endTime":808.709,"body":"in how people view"},{"speaker":"5","startTime":808.71,"endTime":810.599,"body":"the Mexican American coffee drinker."},{"speaker":"5","startTime":810.6,"endTime":811.889,"body":"So it's relative."},{"speaker":"5","startTime":811.89,"endTime":813.719,"body":"So it gets roasted up in Portland,"},{"speaker":"5","startTime":813.72,"endTime":814.829,"body":"although I did do a collaboration"},{"speaker":"5","startTime":814.83,"endTime":816.209,"body":"locally with the roaster named Brian"},{"speaker":"5","startTime":816.21,"endTime":817.979,"body":"Gomez, Mexican American roaster out"},{"speaker":"5","startTime":817.98,"endTime":819.719,"body":"of Southern California, you know, I"},{"speaker":"5","startTime":819.72,"endTime":821.399,"body":"view it as collaboration's, like,"},{"speaker":"5","startTime":821.4,"endTime":823.319,"body":"who's doing the work that I want"},{"speaker":"5","startTime":823.32,"endTime":825.149,"body":"to be associated with and then"},{"speaker":"5","startTime":825.15,"endTime":826.289,"body":"partnering with them to put out"},{"speaker":"5","startTime":826.29,"endTime":826.919,"body":"excellent product."},{"speaker":"5","startTime":826.92,"endTime":829.049,"body":"It does feel like the early days of"},{"speaker":"5","startTime":829.05,"endTime":830.639,"body":"kind of craft, right."},{"speaker":"5","startTime":830.64,"endTime":832.259,"body":"Where it seems like there's some"},{"speaker":"5","startTime":832.26,"endTime":833.969,"body":"originality now in the United States"},{"speaker":"5","startTime":833.97,"endTime":835.949,"body":"and there's different vibes,"},{"speaker":"5","startTime":835.95,"endTime":837.299,"body":"different tastes, different textures"},{"speaker":"5","startTime":837.3,"endTime":838.619,"body":"that are going on. The do is a"},{"speaker":"5","startTime":838.62,"endTime":839.789,"body":"similarity there."},{"speaker":"5","startTime":839.79,"endTime":840.569,"body":"Absolutely."},{"speaker":"5","startTime":840.57,"endTime":841.679,"body":"No, I'm actually taking a lot of"},{"speaker":"5","startTime":841.68,"endTime":843.839,"body":"cues from the craft brew scene"},{"speaker":"5","startTime":843.84,"endTime":844.889,"body":"and there's a lot of interesting"},{"speaker":"5","startTime":844.89,"endTime":847.049,"body":"stuff happening around"},{"speaker":"5","startTime":847.05,"endTime":849.059,"body":"collaborations, artists and beer"},{"speaker":"5","startTime":849.06,"endTime":850.109,"body":"brands."},{"speaker":"5","startTime":850.11,"endTime":851.939,"body":"And then even in California, it's"},{"speaker":"5","startTime":851.94,"endTime":853.229,"body":"like it's Latinos who are at the"},{"speaker":"5","startTime":853.23,"endTime":854.639,"body":"forefront of doing some of these"},{"speaker":"5","startTime":854.64,"endTime":856.349,"body":"interesting collaborations."},{"speaker":"5","startTime":856.35,"endTime":858.509,"body":"So I'm watching what's happening"},{"speaker":"5","startTime":858.51,"endTime":859.349,"body":"there."},{"speaker":"5","startTime":859.35,"endTime":860.729,"body":"I recently put out two"},{"speaker":"5","startTime":860.73,"endTime":863.279,"body":"collaborations that were inspired"},{"speaker":"5","startTime":863.28,"endTime":864.989,"body":"by what was happening in the"},{"speaker":"5","startTime":864.99,"endTime":866.699,"body":"industry. Let's talk about this."},{"speaker":"5","startTime":866.7,"endTime":867.899,"body":"The first collaboration was with the"},{"speaker":"5","startTime":867.9,"endTime":869.819,"body":"rapper Alemanno, who's in a group"},{"speaker":"5","startTime":869.82,"endTime":871.719,"body":"called The Visionaries, who's"},{"speaker":"5","startTime":871.72,"endTime":873.029,"body":"a kind of legendary underground"},{"speaker":"5","startTime":873.03,"endTime":874.469,"body":"group in Los Angeles."},{"speaker":"5","startTime":874.47,"endTime":876.359,"body":"Alemanno has a passion for coffee."},{"speaker":"5","startTime":876.36,"endTime":878.429,"body":"So we put out an"},{"speaker":"5","startTime":878.43,"endTime":880.529,"body":"album that's"},{"speaker":"5","startTime":880.53,"endTime":882.629,"body":"connected to the bag of coffee,"},{"speaker":"5","startTime":882.63,"endTime":884.669,"body":"scan the QR code, get the coffee."},{"speaker":"5","startTime":885.69,"endTime":887.159,"body":"More than anything, it was a"},{"speaker":"5","startTime":887.16,"endTime":889.409,"body":"marketing experiment"},{"speaker":"5","startTime":889.41,"endTime":892.019,"body":"to see if street where culture,"},{"speaker":"5","startTime":892.02,"endTime":894.809,"body":"rather to see if kind of the tactics"},{"speaker":"5","startTime":894.81,"endTime":897.419,"body":"around streetwear"},{"speaker":"5","startTime":897.42,"endTime":899.069,"body":"and hype this culture might be"},{"speaker":"5","startTime":899.07,"endTime":900.779,"body":"applied to coffee."},{"speaker":"5","startTime":900.78,"endTime":902.849,"body":"OK, which is to say,"},{"speaker":"5","startTime":902.85,"endTime":905.039,"body":"if we put out a limited crop"},{"speaker":"5","startTime":905.04,"endTime":905.859,"body":"of these bags."},{"speaker":"5","startTime":905.86,"endTime":907.739,"body":"Yeah, that's a"},{"speaker":"5","startTime":907.74,"endTime":909.029,"body":"collaboration."},{"speaker":"5","startTime":909.03,"endTime":911.429,"body":"Limited drop the"},{"speaker":"5","startTime":911.43,"endTime":913.319,"body":"cost of the coffee, if it was just"},{"speaker":"5","startTime":913.32,"endTime":915.179,"body":"coffee, would have been twenty"},{"speaker":"5","startTime":915.18,"endTime":917.099,"body":"three dollars. Well twenty five"},{"speaker":"5","startTime":917.1,"endTime":919.049,"body":"maybe. But because it has the"},{"speaker":"5","startTime":919.05,"endTime":920.909,"body":"album on it and you get this bundle"},{"speaker":"5","startTime":920.91,"endTime":922.109,"body":"and you get to be part of this one"},{"speaker":"5","startTime":922.11,"endTime":923.249,"body":"hundred and twenty three people who"},{"speaker":"5","startTime":923.25,"endTime":925.259,"body":"got it, the cost is forty"},{"speaker":"5","startTime":925.26,"endTime":926.969,"body":"dollars. And so it was an experiment"},{"speaker":"5","startTime":926.97,"endTime":928.109,"body":"to see whether people would actually"},{"speaker":"5","startTime":928.11,"endTime":930.059,"body":"pay pay more for"},{"speaker":"5","startTime":930.06,"endTime":931.679,"body":"this thing and people have."},{"speaker":"5","startTime":931.68,"endTime":933.929,"body":"So I was like, OK,"},{"speaker":"5","startTime":933.93,"endTime":936.239,"body":"interesting, let me do this again."},{"speaker":"5","startTime":936.24,"endTime":938.549,"body":"So I doubled down and"},{"speaker":"5","startTime":938.55,"endTime":940.619,"body":"released a second collaboration"},{"speaker":"5","startTime":940.62,"endTime":942.269,"body":"with the producer, a beat maker"},{"speaker":"5","startTime":944.19,"endTime":945.539,"body":"piece by video."},{"speaker":"5","startTime":945.54,"endTime":946.979,"body":"And this collaboration is called"},{"speaker":"5","startTime":946.98,"endTime":948.509,"body":"Black Love."},{"speaker":"5","startTime":948.51,"endTime":950.609,"body":"This bag of coffee scanned the code"},{"speaker":"5","startTime":950.61,"endTime":953.129,"body":"again. You get an album"},{"speaker":"5","startTime":953.13,"endTime":955.769,"body":"whose music is inspired."},{"speaker":"5","startTime":955.77,"endTime":958.199,"body":"By the theme of black love music,"},{"speaker":"5","startTime":958.2,"endTime":959.369,"body":"and there's a whole there's a whole"},{"speaker":"5","startTime":959.37,"endTime":960.809,"body":"bundle that goes along with it, too."},{"speaker":"5","startTime":960.81,"endTime":962.129,"body":"Let's talk a little bit about the"},{"speaker":"5","startTime":962.13,"endTime":963.239,"body":"come up of QR codes."},{"speaker":"5","startTime":963.24,"endTime":964.439,"body":"Right. So I love it."},{"speaker":"5","startTime":964.44,"endTime":965.619,"body":"Right? You told me."},{"speaker":"5","startTime":965.62,"endTime":966.399,"body":"Check out the bag."},{"speaker":"5","startTime":966.4,"endTime":968.309,"body":"A particular code"},{"speaker":"5","startTime":968.31,"endTime":970.079,"body":"got beats almost instantly."},{"speaker":"5","startTime":970.08,"endTime":970.949,"body":"You know, we both have been in"},{"speaker":"5","startTime":970.95,"endTime":972.569,"body":"advertising for a while, five, 10"},{"speaker":"5","startTime":972.57,"endTime":974.309,"body":"years ago, QR codes recording."},{"speaker":"5","startTime":974.31,"endTime":975.359,"body":"Nobody was using them."},{"speaker":"5","startTime":975.36,"endTime":977.369,"body":"They weren't happening. But they're"},{"speaker":"5","startTime":977.37,"endTime":979.019,"body":"actually useful now in my life,"},{"speaker":"5","startTime":979.02,"endTime":980.249,"body":"especially. I've been at restaurants"},{"speaker":"5","startTime":980.25,"endTime":982.169,"body":"where like, here's the menu or pay"},{"speaker":"5","startTime":982.17,"endTime":983.069,"body":"with the QR code."},{"speaker":"5","startTime":983.07,"endTime":984.149,"body":"Can you talk a little bit about your"},{"speaker":"5","startTime":984.15,"endTime":985.979,"body":"experimentation with QR codes and"},{"speaker":"5","startTime":985.98,"endTime":987.029,"body":"the value that's brought to your"},{"speaker":"5","startTime":987.03,"endTime":987.629,"body":"brand?"},{"speaker":"5","startTime":987.63,"endTime":988.439,"body":"Sure."},{"speaker":"5","startTime":988.44,"endTime":990.329,"body":"I mean, the cool thing about"},{"speaker":"5","startTime":990.33,"endTime":992.609,"body":"coffee is the thing that attracted"},{"speaker":"5","startTime":992.61,"endTime":994.559,"body":"me to it as a product is the fact"},{"speaker":"5","startTime":994.56,"endTime":995.549,"body":"that we one of the things that we"},{"speaker":"5","startTime":995.55,"endTime":997.139,"body":"touch on a daily basis that we"},{"speaker":"5","startTime":997.14,"endTime":999.059,"body":"drink, it is like the bag is like"},{"speaker":"5","startTime":999.06,"endTime":1000.859,"body":"part of our our ritual."},{"speaker":"5","startTime":1000.86,"endTime":1002.359,"body":"And it actually opened up opens up"},{"speaker":"5","startTime":1002.36,"endTime":1004.249,"body":"an avenue for a lot of ways"},{"speaker":"5","startTime":1004.25,"endTime":1005.899,"body":"to maybe deepen our connection with"},{"speaker":"5","startTime":1005.9,"endTime":1006.709,"body":"our consumers."},{"speaker":"5","startTime":1006.71,"endTime":1008.299,"body":"And so that was my thought around,"},{"speaker":"5","startTime":1008.3,"endTime":1010.609,"body":"including a QR code"},{"speaker":"5","startTime":1010.61,"endTime":1011.809,"body":"on my bags."},{"speaker":"5","startTime":1011.81,"endTime":1013.669,"body":"If you by my standard Rosta QR"},{"speaker":"5","startTime":1013.67,"endTime":1015.919,"body":"code will take you to what I call"},{"speaker":"5","startTime":1015.92,"endTime":1017.929,"body":"extraction and online"},{"speaker":"5","startTime":1017.93,"endTime":1020.029,"body":"coffee shop, which is only"},{"speaker":"5","startTime":1020.03,"endTime":1021.709,"body":"available if you have the coffee."},{"speaker":"5","startTime":1021.71,"endTime":1023.659,"body":"Right, so you can get"},{"speaker":"5","startTime":1023.66,"endTime":1025.549,"body":"fat content there, video"},{"speaker":"5","startTime":1025.55,"endTime":1026.629,"body":"and music content."},{"speaker":"5","startTime":1026.63,"endTime":1028.879,"body":"And then with the albums,"},{"speaker":"5","startTime":1028.88,"endTime":1030.019,"body":"with the collaborations with the hip"},{"speaker":"5","startTime":1030.02,"endTime":1031.939,"body":"hop artists, those QR codes"},{"speaker":"5","startTime":1031.94,"endTime":1033.529,"body":"take you to a site where you're able"},{"speaker":"5","startTime":1033.53,"endTime":1035.509,"body":"to play music and I'm able to deepen"},{"speaker":"5","startTime":1035.51,"endTime":1037.608,"body":"the storytelling around the product."},{"speaker":"5","startTime":1037.609,"endTime":1039.499,"body":"So, you know, I've treated it"},{"speaker":"5","startTime":1039.5,"endTime":1041.358,"body":"the QR code as a kind"},{"speaker":"5","startTime":1041.359,"endTime":1043.189,"body":"of special wristband that gives you"},{"speaker":"5","startTime":1043.19,"endTime":1045.108,"body":"access to this cool"},{"speaker":"5","startTime":1045.109,"endTime":1045.979,"body":"content."},{"speaker":"5","startTime":1045.98,"endTime":1048.169,"body":"And you're right, some people still"},{"speaker":"5","startTime":1048.17,"endTime":1050.509,"body":"are slow to, like, adopt"},{"speaker":"5","startTime":1050.51,"endTime":1052.129,"body":"usage even though it's sitting on"},{"speaker":"5","startTime":1052.13,"endTime":1053.239,"body":"their bag, which is why I sent you"},{"speaker":"5","startTime":1053.24,"endTime":1055.099,"body":"the message. Just say, you know,"},{"speaker":"5","startTime":1055.1,"endTime":1056.119,"body":"don't forget to give it a try, you"},{"speaker":"5","startTime":1056.12,"endTime":1057.109,"body":"know, because some people are like,"},{"speaker":"5","startTime":1057.11,"endTime":1058.11,"body":"oh, shit, I forgot"},{"speaker":"5","startTime":1059.54,"endTime":1060.979,"body":"my gum has a QR code."},{"speaker":"5","startTime":1060.98,"endTime":1062.539,"body":"I was I was tempted to scan it, but"},{"speaker":"5","startTime":1062.54,"endTime":1063.409,"body":"I was like, I don't need a fucking"},{"speaker":"5","startTime":1063.41,"endTime":1065.119,"body":"scandal gum QR code so I could"},{"speaker":"5","startTime":1065.12,"endTime":1066.379,"body":"understand why people are like, I'm"},{"speaker":"5","startTime":1066.38,"endTime":1068.389,"body":"having a scandal copy code."},{"speaker":"5","startTime":1068.39,"endTime":1069.709,"body":"So like I get it and it's gum."},{"speaker":"5","startTime":1069.71,"endTime":1070.71,"body":"I don't need it started."},{"speaker":"5","startTime":1073.16,"endTime":1075.139,"body":"Yeah. You also outside of the coffee"},{"speaker":"5","startTime":1075.14,"endTime":1076.519,"body":"world, you also have a block."},{"speaker":"5","startTime":1076.52,"endTime":1077.929,"body":"The grandad talk to me a little bit"},{"speaker":"5","startTime":1077.93,"endTime":1079.519,"body":"about the genesis of that, the work"},{"speaker":"5","startTime":1079.52,"endTime":1081.499,"body":"you're doing there and"},{"speaker":"5","startTime":1081.5,"endTime":1082.309,"body":"what's it all about."},{"speaker":"5","startTime":1082.31,"endTime":1083.839,"body":"Big Brother. Dad, I started that"},{"speaker":"5","startTime":1083.84,"endTime":1085.669,"body":"blog maybe five or six years ago"},{"speaker":"5","startTime":1085.67,"endTime":1087.679,"body":"when I just wanted"},{"speaker":"5","startTime":1087.68,"endTime":1089.749,"body":"to do some writing in"},{"speaker":"5","startTime":1089.75,"endTime":1090.769,"body":"public, as it were."},{"speaker":"5","startTime":1090.77,"endTime":1092.749,"body":"Like I had some funny stuff I wanted"},{"speaker":"5","startTime":1092.75,"endTime":1095.089,"body":"to reflect on around parenthood"},{"speaker":"5","startTime":1095.09,"endTime":1096.319,"body":"and I wanted to share it."},{"speaker":"5","startTime":1096.32,"endTime":1098.269,"body":"And it's really as"},{"speaker":"5","startTime":1098.27,"endTime":1099.769,"body":"modest an ambition is that."},{"speaker":"5","startTime":1099.77,"endTime":1101.299,"body":"But what I've done to date, I've"},{"speaker":"5","startTime":1101.3,"endTime":1102.829,"body":"probably published a hundred"},{"speaker":"5","startTime":1102.83,"endTime":1105.109,"body":"articles for the articles, one"},{"speaker":"5","startTime":1105.11,"endTime":1107.149,"body":"driven by the impulse"},{"speaker":"5","startTime":1107.15,"endTime":1108.949,"body":"to just kind of represent Brown"},{"speaker":"5","startTime":1108.95,"endTime":1110.899,"body":"fatherhood publicly, like"},{"speaker":"5","startTime":1110.9,"endTime":1112.879,"body":"I'm a Mexican-American father"},{"speaker":"5","startTime":1112.88,"endTime":1114.859,"body":"living in Los Angeles."},{"speaker":"5","startTime":1114.86,"endTime":1115.939,"body":"This is what it's like to raise a"},{"speaker":"5","startTime":1115.94,"endTime":1117.349,"body":"kid. My experience as a"},{"speaker":"5","startTime":1117.35,"endTime":1118.909,"body":"Mexican-American, as a third"},{"speaker":"5","startTime":1118.91,"endTime":1120.049,"body":"generation Mexican-American who"},{"speaker":"5","startTime":1120.05,"endTime":1122.269,"body":"doesn't speak Spanish"},{"speaker":"5","startTime":1122.27,"endTime":1123.589,"body":"but who lives in Los Angeles, which"},{"speaker":"5","startTime":1123.59,"endTime":1125.119,"body":"is predominantly Latino, is going to"},{"speaker":"5","startTime":1125.12,"endTime":1127.159,"body":"be different than maybe people's"},{"speaker":"5","startTime":1127.16,"endTime":1128.299,"body":"immediate perception of what it"},{"speaker":"5","startTime":1128.3,"endTime":1129.829,"body":"means to be a Hispanic dad in Los"},{"speaker":"5","startTime":1129.83,"endTime":1130.819,"body":"Angeles."},{"speaker":"5","startTime":1130.82,"endTime":1132.559,"body":"Some Hispanic fathers don't even"},{"speaker":"5","startTime":1132.56,"endTime":1134.179,"body":"speak English. So I thought it was"},{"speaker":"5","startTime":1134.18,"endTime":1136.009,"body":"important for me to be out there and"},{"speaker":"5","startTime":1136.01,"endTime":1137.869,"body":"say, hey, this is"},{"speaker":"5","startTime":1137.87,"endTime":1140.509,"body":"my experience, it's representative"},{"speaker":"5","startTime":1140.51,"endTime":1141.889,"body":"of others."},{"speaker":"5","startTime":1141.89,"endTime":1143.719,"body":"And then, hey, brands"},{"speaker":"5","startTime":1143.72,"endTime":1145.819,"body":"like if you're thinking about"},{"speaker":"5","startTime":1145.82,"endTime":1147.709,"body":"Brown fatherhood, consider"},{"speaker":"5","startTime":1147.71,"endTime":1149.449,"body":"this experience in the process."},{"speaker":"5","startTime":1149.45,"endTime":1150.799,"body":"You know, I'm saying because we have"},{"speaker":"5","startTime":1150.8,"endTime":1151.819,"body":"different experiences,"},{"speaker":"5","startTime":1151.82,"endTime":1152.929,"body":"it's an important one."},{"speaker":"5","startTime":1152.93,"endTime":1154.819,"body":"You know, I share some similarities"},{"speaker":"5","startTime":1154.82,"endTime":1156.709,"body":"there. I'm Puerto Rican, don't"},{"speaker":"5","startTime":1156.71,"endTime":1157.519,"body":"speak Spanish."},{"speaker":"5","startTime":1157.52,"endTime":1159.349,"body":"Father Side didn't really grow up"},{"speaker":"5","startTime":1159.35,"endTime":1161.269,"body":"with them. So it's a weird"},{"speaker":"5","startTime":1161.27,"endTime":1162.289,"body":"vibe. When I come into these"},{"speaker":"5","startTime":1162.29,"endTime":1163.729,"body":"meetings, especially in the agency"},{"speaker":"5","startTime":1163.73,"endTime":1165.619,"body":"or the sales side, they want to kind"},{"speaker":"5","startTime":1165.62,"endTime":1167.599,"body":"of hit me with their you know,"},{"speaker":"5","startTime":1167.6,"endTime":1169.819,"body":"we did some Latino Hispanic"},{"speaker":"5","startTime":1169.82,"endTime":1170.989,"body":"investigation. And here's what we're"},{"speaker":"5","startTime":1170.99,"endTime":1172.639,"body":"hearing and talk Spanish language."},{"speaker":"5","startTime":1172.64,"endTime":1174.229,"body":"I'm like, oh, wait, wait, I don't"},{"speaker":"5","startTime":1174.23,"endTime":1175.729,"body":"speak Spanish. Why are you are you"},{"speaker":"5","startTime":1175.73,"endTime":1176.929,"body":"showing this to me?"},{"speaker":"5","startTime":1176.93,"endTime":1178.219,"body":"Can you talk about that? Difficulty"},{"speaker":"5","startTime":1178.22,"endTime":1180.169,"body":"of perception is reality on what"},{"speaker":"5","startTime":1180.17,"endTime":1181.699,"body":"it means to be Latina?"},{"speaker":"5","startTime":1181.7,"endTime":1183.979,"body":"Yeah, for sure. Like, I got my first"},{"speaker":"5","startTime":1183.98,"endTime":1185.299,"body":"after I got back from Mexico, I got"},{"speaker":"5","startTime":1185.3,"endTime":1187.219,"body":"my first job in television writing"},{"speaker":"5","startTime":1187.22,"endTime":1189.169,"body":"for Telemundo, English"},{"speaker":"5","startTime":1189.17,"endTime":1191.209,"body":"language network called"},{"speaker":"5","startTime":1191.21,"endTime":1192.259,"body":"Mundos."},{"speaker":"5","startTime":1192.26,"endTime":1194.329,"body":"So Telemundo in 2003"},{"speaker":"5","startTime":1194.33,"endTime":1195.469,"body":"launched an English language"},{"speaker":"5","startTime":1195.47,"endTime":1197.539,"body":"network, kind of like a"},{"speaker":"5","startTime":1197.54,"endTime":1198.829,"body":"their version of MTV."},{"speaker":"5","startTime":1198.83,"endTime":1200.659,"body":"OK, was it geared towards"},{"speaker":"5","startTime":1200.66,"endTime":1201.619,"body":"a younger audience?"},{"speaker":"5","startTime":1201.62,"endTime":1203.359,"body":"Was the idea there that this is not"},{"speaker":"5","startTime":1203.36,"endTime":1204.619,"body":"your grandmother's Telemundo?"},{"speaker":"5","startTime":1204.62,"endTime":1205.969,"body":"Exactly."},{"speaker":"5","startTime":1205.97,"endTime":1207.379,"body":"And then they took another bit,"},{"speaker":"5","startTime":1207.38,"endTime":1209.689,"body":"which was that"},{"speaker":"5","startTime":1209.69,"endTime":1211.999,"body":"the biggest audience at the time"},{"speaker":"5","startTime":1212.0,"endTime":1214.399,"body":"was by a hundred percent"},{"speaker":"5","startTime":1214.4,"endTime":1215.899,"body":"American, one hundred percent"},{"speaker":"5","startTime":1215.9,"endTime":1217.249,"body":"Mexican or a hundred percent Latino."},{"speaker":"5","startTime":1217.25,"endTime":1218.089,"body":"One hundred percent American."},{"speaker":"5","startTime":1218.09,"endTime":1220.519,"body":"So it was like and they want their"},{"speaker":"5","startTime":1220.52,"endTime":1223.549,"body":"programing to be Spanglish"},{"speaker":"5","startTime":1223.55,"endTime":1225.649,"body":"sized, like a mix of English"},{"speaker":"5","startTime":1225.65,"endTime":1227.269,"body":"and Spanish like that was the notion"},{"speaker":"5","startTime":1227.27,"endTime":1229.639,"body":"that that was the area we were in."},{"speaker":"5","startTime":1229.64,"endTime":1231.739,"body":"And I think the data"},{"speaker":"5","startTime":1231.74,"endTime":1234.049,"body":"supported that notion at that time."},{"speaker":"5","startTime":1234.05,"endTime":1235.099,"body":"And at that time, again, it was the"},{"speaker":"5","startTime":1235.1,"endTime":1237.139,"body":"notion that we are Spanish speakers,"},{"speaker":"5","startTime":1237.14,"endTime":1239.119,"body":"we adopt this American"},{"speaker":"5","startTime":1239.12,"endTime":1240.859,"body":"English language and we adopt"},{"speaker":"5","startTime":1240.86,"endTime":1242.689,"body":"American customs in the process"},{"speaker":"5","startTime":1242.69,"endTime":1243.829,"body":"of assimilating."},{"speaker":"5","startTime":1243.83,"endTime":1245.089,"body":"Even at that point, I was third"},{"speaker":"5","startTime":1245.09,"endTime":1246.499,"body":"generation. I represented this big a"},{"speaker":"5","startTime":1246.5,"endTime":1249.079,"body":"smaller share of the demography"},{"speaker":"5","startTime":1249.08,"endTime":1250.789,"body":"of Latinos as a whole, as English"},{"speaker":"5","startTime":1250.79,"endTime":1251.719,"body":"dominant."},{"speaker":"5","startTime":1251.72,"endTime":1253.789,"body":"But in the last twenty years,"},{"speaker":"5","startTime":1253.79,"endTime":1255.359,"body":"I think. Well, the data."},{"speaker":"5","startTime":1255.36,"endTime":1257.189,"body":"Showing that we have at least"},{"speaker":"5","startTime":1257.19,"endTime":1259.049,"body":"two thirds of Latinos in the"},{"speaker":"5","startTime":1259.05,"endTime":1259.949,"body":"U.S."},{"speaker":"5","startTime":1259.95,"endTime":1262.199,"body":"prefer their media in English,"},{"speaker":"5","startTime":1262.2,"endTime":1265.109,"body":"one third are English, only"},{"speaker":"5","startTime":1265.11,"endTime":1267.059,"body":"one third are bi"},{"speaker":"5","startTime":1267.06,"endTime":1268.979,"body":"lingual, but consume the"},{"speaker":"5","startTime":1268.98,"endTime":1270.839,"body":"majority of their media in"},{"speaker":"5","startTime":1270.84,"endTime":1272.549,"body":"English. And one third is that"},{"speaker":"5","startTime":1272.55,"endTime":1274.499,"body":"immigrant population"},{"speaker":"5","startTime":1274.5,"endTime":1276.569,"body":"that speaks Spanish"},{"speaker":"5","startTime":1276.57,"endTime":1278.309,"body":"and unfortunately gets most of the"},{"speaker":"5","startTime":1278.31,"endTime":1279.959,"body":"ad dollars and attention because the"},{"speaker":"5","startTime":1279.96,"endTime":1281.669,"body":"people in charge can't understand"},{"speaker":"5","startTime":1281.67,"endTime":1282.479,"body":"what's happening on the ground all"},{"speaker":"5","startTime":1281.67,"endTime":1282.479,"body":"the"},{"speaker":"5","startTime":1282.48,"endTime":1283.079,"body":"time."},{"speaker":"5","startTime":1283.08,"endTime":1284.219,"body":"I love the writer room stuff."},{"speaker":"5","startTime":1284.22,"endTime":1285.619,"body":"Can we dig into that a little bit?"},{"speaker":"5","startTime":1285.62,"endTime":1287.549,"body":"How how did you bring yourself into"},{"speaker":"5","startTime":1287.55,"endTime":1289.079,"body":"the writer's room? How are you how"},{"speaker":"5","startTime":1289.08,"endTime":1290.009,"body":"did you make sure that there was"},{"speaker":"5","startTime":1290.01,"endTime":1291.689,"body":"different perspectives inside the"},{"speaker":"5","startTime":1291.69,"endTime":1292.649,"body":"writing because it was reality"},{"speaker":"5","startTime":1292.65,"endTime":1293.789,"body":"television?"},{"speaker":"5","startTime":1293.79,"endTime":1295.919,"body":"And were you doing some scripted"},{"speaker":"5","startTime":1295.92,"endTime":1296.609,"body":"as well or."},{"speaker":"5","startTime":1296.61,"endTime":1298.289,"body":"No, scripted. All unscripted."},{"speaker":"5","startTime":1298.29,"endTime":1300.029,"body":"But as you know, unscripted has"},{"speaker":"5","startTime":1300.03,"endTime":1302.009,"body":"scripted. It's scripted, baked into"},{"speaker":"5","startTime":1302.01,"endTime":1303.059,"body":"it. So, yeah."},{"speaker":"5","startTime":1303.06,"endTime":1305.009,"body":"So I was doing so some of the cooler"},{"speaker":"5","startTime":1305.01,"endTime":1306.809,"body":"experience I had a chance to"},{"speaker":"5","startTime":1306.81,"endTime":1307.689,"body":"produce."},{"speaker":"5","startTime":1307.69,"endTime":1309.029,"body":"Wow, this is cool or not, but"},{"speaker":"5","startTime":1309.03,"endTime":1311.189,"body":"produce Bristol Palin's"},{"speaker":"5","startTime":1311.19,"endTime":1312.809,"body":"lifetime reality series, which sent"},{"speaker":"5","startTime":1312.81,"endTime":1315.029,"body":"me to Alaska up to the Palin"},{"speaker":"5","startTime":1315.03,"endTime":1316.739,"body":"compound of funny spending time with"},{"speaker":"5","startTime":1316.74,"endTime":1318.659,"body":"Bristol and Willow and do"},{"speaker":"5","startTime":1318.66,"endTime":1319.679,"body":"it work in reality. Of course,"},{"speaker":"5","startTime":1319.68,"endTime":1321.699,"body":"again, the media is"},{"speaker":"5","startTime":1321.7,"endTime":1323.999,"body":"not a brown man's sport."},{"speaker":"5","startTime":1324.0,"endTime":1325.169,"body":"The difference I can tell you,"},{"speaker":"5","startTime":1325.17,"endTime":1327.029,"body":"though, I worked at a"},{"speaker":"5","startTime":1327.03,"endTime":1328.529,"body":"white owned media company for about"},{"speaker":"5","startTime":1328.53,"endTime":1330.659,"body":"10 years and at this black"},{"speaker":"5","startTime":1330.66,"endTime":1332.249,"body":"owned advertising agency for five"},{"speaker":"5","startTime":1332.25,"endTime":1333.629,"body":"years. And I can tell you the"},{"speaker":"5","startTime":1333.63,"endTime":1335.669,"body":"difference between being"},{"speaker":"5","startTime":1335.67,"endTime":1337.679,"body":"at a minority owned company"},{"speaker":"5","startTime":1337.68,"endTime":1339.0,"body":"and being at a white owned company."},{"speaker":"5","startTime":1340.08,"endTime":1341.339,"body":"Often you'll hear about this kind of"},{"speaker":"5","startTime":1341.34,"endTime":1343.229,"body":"burden around kind of code switching"},{"speaker":"5","startTime":1343.23,"endTime":1344.969,"body":"and kind of having to perform."},{"speaker":"5","startTime":1344.97,"endTime":1346.919,"body":"Yeah, me, I felt because"},{"speaker":"5","startTime":1346.92,"endTime":1348.899,"body":"I was one of the not only"},{"speaker":"5","startTime":1348.9,"endTime":1350.759,"body":"on most occasions brown people"},{"speaker":"5","startTime":1350.76,"endTime":1352.649,"body":"around, I had to do some"},{"speaker":"5","startTime":1352.65,"endTime":1355.469,"body":"sort of different justification,"},{"speaker":"5","startTime":1355.47,"endTime":1357.269,"body":"exploit like overexplaining the"},{"speaker":"5","startTime":1357.27,"endTime":1358.949,"body":"reason why yet I belong here."},{"speaker":"5","startTime":1358.95,"endTime":1361.649,"body":"You know, I'm saying like and"},{"speaker":"5","startTime":1361.65,"endTime":1363.389,"body":"where I work now, all that shit,"},{"speaker":"5","startTime":1363.39,"endTime":1364.199,"body":"like, I don't have to worry about"},{"speaker":"5","startTime":1364.2,"endTime":1365.519,"body":"none of that. I don't know why or"},{"speaker":"5","startTime":1365.52,"endTime":1366.839,"body":"how that's true."},{"speaker":"5","startTime":1366.84,"endTime":1368.939,"body":"But yeah, it's just so crazy,"},{"speaker":"5","startTime":1368.94,"endTime":1370.739,"body":"like it's just so crazy."},{"speaker":"5","startTime":1370.74,"endTime":1372.449,"body":"Like the difference is"},{"speaker":"5","startTime":1372.45,"endTime":1374.399,"body":"that the ownership or is that in"},{"speaker":"5","startTime":1374.4,"endTime":1375.689,"body":"yourself that you don't have to"},{"speaker":"5","startTime":1375.69,"endTime":1376.629,"body":"worry about that?"},{"speaker":"5","startTime":1376.63,"endTime":1377.609,"body":"I think it probably it's all"},{"speaker":"5","startTime":1377.61,"endTime":1378.779,"body":"probably it's all in my it's"},{"speaker":"5","startTime":1378.78,"endTime":1379.979,"body":"probably all in my head even in that"},{"speaker":"5","startTime":1379.98,"endTime":1381.689,"body":"first case, you know, and it's like"},{"speaker":"5","startTime":1381.69,"endTime":1383.339,"body":"I'm just doing it too much or"},{"speaker":"5","startTime":1383.34,"endTime":1385.319,"body":"whatever. But no, I think, of course"},{"speaker":"5","startTime":1385.32,"endTime":1387.179,"body":"culture or company culture does"},{"speaker":"5","startTime":1387.18,"endTime":1388.289,"body":"come from the top down in a lot of"},{"speaker":"5","startTime":1388.29,"endTime":1390.119,"body":"ways, or at least leadership does"},{"speaker":"5","startTime":1390.12,"endTime":1391.989,"body":"impact company culture."},{"speaker":"5","startTime":1391.99,"endTime":1394.259,"body":"I think when you get people of"},{"speaker":"5","startTime":1394.26,"endTime":1396.809,"body":"culture working in a place"},{"speaker":"5","startTime":1396.81,"endTime":1398.999,"body":"where it's diverse and"},{"speaker":"5","startTime":1399.0,"endTime":1401.489,"body":"the leadership itself is"},{"speaker":"5","startTime":1401.49,"endTime":1403.319,"body":"diverse, the ownership is"},{"speaker":"5","startTime":1403.32,"endTime":1405.239,"body":"diverse, I don't know."},{"speaker":"5","startTime":1405.24,"endTime":1407.159,"body":"It just feels like we don't"},{"speaker":"5","startTime":1407.16,"endTime":1408.989,"body":"have to explain a"},{"speaker":"5","startTime":1408.99,"endTime":1410.009,"body":"whole bunch of shit that we feel"},{"speaker":"5","startTime":1410.01,"endTime":1411.659,"body":"we'd have to explain otherwise."},{"speaker":"5","startTime":1411.66,"endTime":1413.669,"body":"Yeah, I mean, I feel you on"},{"speaker":"5","startTime":1413.67,"endTime":1415.019,"body":"the you know, sometimes there's that"},{"speaker":"5","startTime":1415.02,"endTime":1416.939,"body":"I have to speak for all"},{"speaker":"5","startTime":1416.94,"endTime":1418.409,"body":"Mexican Americans or all Puerto"},{"speaker":"5","startTime":1418.41,"endTime":1420.329,"body":"Rican Americans like where"},{"speaker":"5","startTime":1420.33,"endTime":1421.559,"body":"when it's more diverse, you're"},{"speaker":"5","startTime":1421.56,"endTime":1423.629,"body":"speaking for yourself and your right"},{"speaker":"5","startTime":1423.63,"endTime":1425.789,"body":"and opinion versus you're"},{"speaker":"5","startTime":1425.79,"endTime":1427.379,"body":"now on the hook for sixty five"},{"speaker":"5","startTime":1427.38,"endTime":1428.849,"body":"million other people and their"},{"speaker":"5","startTime":1428.85,"endTime":1430.929,"body":"tastes and what they're after."},{"speaker":"5","startTime":1430.93,"endTime":1432.729,"body":"Well, see, like me, I have less a"},{"speaker":"5","startTime":1432.73,"endTime":1434.369,"body":"problem with that's problematic for"},{"speaker":"5","startTime":1434.37,"endTime":1436.589,"body":"sure. I have a lesser problem there."},{"speaker":"5","startTime":1436.59,"endTime":1437.939,"body":"Like, hey, you expect me to speak"},{"speaker":"5","startTime":1437.94,"endTime":1439.349,"body":"for everybody. That's silly for"},{"speaker":"5","startTime":1439.35,"endTime":1441.359,"body":"sure. But my problem was also"},{"speaker":"5","startTime":1441.36,"endTime":1443.219,"body":"like, well, you know, I have a"},{"speaker":"5","startTime":1443.22,"endTime":1444.029,"body":"right to speak, right."},{"speaker":"5","startTime":1444.03,"endTime":1445.019,"body":"Because, you know, I went to college."},{"speaker":"5","startTime":1445.02,"endTime":1445.919,"body":"Right. You know, I read books."},{"speaker":"5","startTime":1445.92,"endTime":1447.119,"body":"Right. Like, you know you know, I"},{"speaker":"5","startTime":1447.12,"endTime":1448.379,"body":"know who these guys are, right."},{"speaker":"5","startTime":1448.38,"endTime":1449.429,"body":"You know, I study well, you know,"},{"speaker":"5","startTime":1449.43,"endTime":1450.419,"body":"like it's like, calm down, bro."},{"speaker":"5","startTime":1450.42,"endTime":1451.889,"body":"Like, you don't need to do that all"},{"speaker":"5","startTime":1451.89,"endTime":1453.389,"body":"the time except in environments"},{"speaker":"5","startTime":1453.39,"endTime":1454.919,"body":"where you feel like, fuck, I need to"},{"speaker":"5","startTime":1454.92,"endTime":1455.909,"body":"do this all the time."},{"speaker":"5","startTime":1455.91,"endTime":1457.649,"body":"I don't know. It's, you know."},{"speaker":"5","startTime":1457.65,"endTime":1458.639,"body":"Yeah, that's a big one."},{"speaker":"5","startTime":1458.64,"endTime":1460.559,"body":"Right. Is is always"},{"speaker":"5","startTime":1460.56,"endTime":1461.759,"body":"having to put up your credentials."},{"speaker":"5","startTime":1461.76,"endTime":1463.109,"body":"Right. Your bona fides have to go up"},{"speaker":"5","startTime":1463.11,"endTime":1465.299,"body":"every single time that you talk."},{"speaker":"5","startTime":1465.3,"endTime":1466.469,"body":"Do you still feel that way or do you"},{"speaker":"5","startTime":1466.47,"endTime":1467.789,"body":"feel like, you know, if that stuff's"},{"speaker":"5","startTime":1467.79,"endTime":1469.589,"body":"in the past and now I can I can just"},{"speaker":"5","startTime":1469.59,"endTime":1471.179,"body":"focus on putting pen to paper and"},{"speaker":"5","startTime":1471.18,"endTime":1471.619,"body":"making"},{"speaker":"5","startTime":1471.62,"endTime":1473.669,"body":"this work while, you know, I do"},{"speaker":"5","startTime":1473.67,"endTime":1475.949,"body":"want more out of life"},{"speaker":"5","startTime":1475.95,"endTime":1478.409,"body":"and I do anticipate"},{"speaker":"5","startTime":1478.41,"endTime":1480.539,"body":"having to demonstrate"},{"speaker":"5","startTime":1480.54,"endTime":1482.369,"body":"some credentials or"},{"speaker":"5","startTime":1482.37,"endTime":1483.779,"body":"whatever, like as long as you do"},{"speaker":"5","startTime":1483.78,"endTime":1485.249,"body":"more people go like I thought, I'm"},{"speaker":"5","startTime":1485.25,"endTime":1486.779,"body":"I'm going to trust you with more."},{"speaker":"5","startTime":1486.78,"endTime":1488.039,"body":"Show me that I should add or"},{"speaker":"5","startTime":1488.04,"endTime":1489.719,"body":"whatever. So I get that."},{"speaker":"5","startTime":1489.72,"endTime":1491.579,"body":"And so I do think that"},{"speaker":"5","startTime":1491.58,"endTime":1492.569,"body":"will continue."},{"speaker":"5","startTime":1492.57,"endTime":1494.559,"body":"But maybe I just need to."},{"speaker":"5","startTime":1494.56,"endTime":1496.029,"body":"I guess what I get if I get wealthy"},{"speaker":"5","startTime":1496.03,"endTime":1497.199,"body":"or whatever I like, I guess I really"},{"speaker":"5","startTime":1497.2,"endTime":1498.459,"body":"don't give a fuck or whatever, but"},{"speaker":"5","startTime":1498.46,"endTime":1500.769,"body":"like, until then, I'll definitely"},{"speaker":"5","startTime":1500.77,"endTime":1501.789,"body":"I think this is all part of the"},{"speaker":"5","startTime":1501.79,"endTime":1503.709,"body":"game, like a trust me, because I've"},{"speaker":"5","startTime":1503.71,"endTime":1504.849,"body":"done this, you know, I'm saying"},{"speaker":"5","startTime":1504.85,"endTime":1506.049,"body":"thank you all the thing."},{"speaker":"5","startTime":1506.05,"endTime":1507.069,"body":"And then trust me some more because"},{"speaker":"5","startTime":1507.07,"endTime":1508.07,"body":"I've done this bigger."},{"speaker":"5","startTime":1508.77,"endTime":1509.97,"body":"Yeah, and, you know,"},{"speaker":"5","startTime":1511.2,"endTime":1512.849,"body":"there's the wealth part of it, but"},{"speaker":"5","startTime":1512.85,"endTime":1513.899,"body":"then there's also the generational"},{"speaker":"5","startTime":1513.9,"endTime":1515.219,"body":"part of it, right? You have kids?"},{"speaker":"5","startTime":1515.22,"endTime":1516.189,"body":"I have kids."},{"speaker":"5","startTime":1516.19,"endTime":1518.099,"body":"How important is it to you to"},{"speaker":"5","startTime":1518.1,"endTime":1519.959,"body":"kind of show your your kids,"},{"speaker":"5","startTime":1519.96,"endTime":1521.669,"body":"hey, there's a path for us, right?"},{"speaker":"5","startTime":1521.67,"endTime":1523.139,"body":"This we can make some generational"},{"speaker":"5","startTime":1523.14,"endTime":1525.119,"body":"wealth. We can go to college"},{"speaker":"5","startTime":1525.12,"endTime":1526.269,"body":"and do all these different things."},{"speaker":"5","startTime":1526.27,"endTime":1527.909,"body":"Yeah, I'm surprised that my"},{"speaker":"5","startTime":1527.91,"endTime":1529.079,"body":"daughter, she savage with the"},{"speaker":"5","startTime":1529.08,"endTime":1531.359,"body":"roasting bro. Like, be careful."},{"speaker":"5","startTime":1531.36,"endTime":1533.069,"body":"Just the other day she said she said"},{"speaker":"5","startTime":1533.07,"endTime":1534.779,"body":"she looked at my hair line and she"},{"speaker":"5","startTime":1534.78,"endTime":1536.759,"body":"says, Dad, when I see your hairline,"},{"speaker":"5","startTime":1536.76,"endTime":1538.599,"body":"I think of the McDonald's song"},{"speaker":"5","startTime":1538.6,"endTime":1540.419,"body":"don't don't live in"},{"speaker":"5","startTime":1540.42,"endTime":1541.319,"body":"it."},{"speaker":"5","startTime":1541.32,"endTime":1542.219,"body":"I was like, oh shit."},{"speaker":"5","startTime":1542.22,"endTime":1543.749,"body":"The reseating that badly."},{"speaker":"5","startTime":1543.75,"endTime":1545.819,"body":"That said, I'm also surprised"},{"speaker":"5","startTime":1545.82,"endTime":1547.649,"body":"that she's paying really"},{"speaker":"5","startTime":1547.65,"endTime":1548.789,"body":"close attention to what's happening"},{"speaker":"5","startTime":1548.79,"endTime":1550.049,"body":"with Misty. So coffee, she's like,"},{"speaker":"5","startTime":1550.05,"endTime":1552.119,"body":"oh, dad, I heard you talk about"},{"speaker":"5","startTime":1552.12,"endTime":1553.589,"body":"this person who bought so many bags."},{"speaker":"5","startTime":1553.59,"endTime":1554.369,"body":"Oh, hey, Dad, how's that"},{"speaker":"5","startTime":1554.37,"endTime":1555.389,"body":"collaboration going?"},{"speaker":"5","startTime":1555.39,"endTime":1557.249,"body":"Ah. So I see"},{"speaker":"5","startTime":1557.25,"endTime":1559.409,"body":"that they are"},{"speaker":"5","startTime":1559.41,"endTime":1561.269,"body":"watching and"},{"speaker":"5","startTime":1561.27,"endTime":1563.399,"body":"that's important, you know,"},{"speaker":"5","startTime":1563.4,"endTime":1565.259,"body":"and of course, like I am building"},{"speaker":"5","startTime":1565.26,"endTime":1566.669,"body":"Misty so, so that there is"},{"speaker":"5","startTime":1566.67,"endTime":1568.349,"body":"something, if they're so inclined"},{"speaker":"5","startTime":1568.35,"endTime":1570.539,"body":"that they can take the reins on"},{"speaker":"5","startTime":1570.54,"endTime":1572.099,"body":"or be involved with as they're"},{"speaker":"5","startTime":1572.1,"endTime":1573.989,"body":"getting older, I will"},{"speaker":"5","startTime":1573.99,"endTime":1575.429,"body":"integrate them into what I'm doing"},{"speaker":"5","startTime":1575.43,"endTime":1577.499,"body":"with Misty. So so"},{"speaker":"5","startTime":1577.5,"endTime":1579.659,"body":"it is exciting to see that they"},{"speaker":"5","startTime":1579.66,"endTime":1581.549,"body":"are paying attention, that"},{"speaker":"5","startTime":1581.55,"endTime":1583.739,"body":"they feel ownership over, too,"},{"speaker":"5","startTime":1583.74,"endTime":1585.779,"body":"over the success over the over"},{"speaker":"5","startTime":1585.78,"endTime":1587.399,"body":"the story of how this brand is going"},{"speaker":"5","startTime":1587.4,"endTime":1588.729,"body":"to grow. So it's cool."},{"speaker":"5","startTime":1588.73,"endTime":1589.959,"body":"Like I mean, it's hard."},{"speaker":"5","startTime":1589.96,"endTime":1590.999,"body":"You can turn the pandemic."},{"speaker":"5","startTime":1591.0,"endTime":1593.469,"body":"It's probably more a family project."},{"speaker":"5","startTime":1593.47,"endTime":1595.319,"body":"Yeah, it would have been pre"},{"speaker":"5","startTime":1595.32,"endTime":1596.639,"body":"pandemic because it's all happening"},{"speaker":"5","startTime":1596.64,"endTime":1598.469,"body":"right here. Williams And it's all"},{"speaker":"5","startTime":1598.47,"endTime":1600.029,"body":"happening in the house."},{"speaker":"5","startTime":1600.03,"endTime":1602.189,"body":"I'm learning about"},{"speaker":"5","startTime":1602.19,"endTime":1604.229,"body":"growing and cultivating an audience."},{"speaker":"5","startTime":1604.23,"endTime":1606.059,"body":"I'm learning listen, if I wanted and"},{"speaker":"5","startTime":1606.06,"endTime":1607.889,"body":"I have family who's in real estate"},{"speaker":"5","startTime":1607.89,"endTime":1609.359,"body":"and the crushing debt right now and"},{"speaker":"5","startTime":1609.36,"endTime":1610.649,"body":"I'm like, damn, I should be maybe"},{"speaker":"5","startTime":1610.65,"endTime":1612.829,"body":"putting this effort into selling"},{"speaker":"5","startTime":1612.83,"endTime":1614.969,"body":"a a loan or our house"},{"speaker":"5","startTime":1614.97,"endTime":1616.259,"body":"are like there's definitely more"},{"speaker":"5","startTime":1616.26,"endTime":1617.879,"body":"money to be made putting in the"},{"speaker":"5","startTime":1617.88,"endTime":1619.529,"body":"effort that I'm putting into what"},{"speaker":"5","startTime":1619.53,"endTime":1620.879,"body":"I'm doing here."},{"speaker":"5","startTime":1620.88,"endTime":1623.759,"body":"But what I'm doing here"},{"speaker":"5","startTime":1623.76,"endTime":1626.009,"body":"fuels and allows"},{"speaker":"5","startTime":1626.01,"endTime":1627.479,"body":"me to express my passions, know I'm"},{"speaker":"5","startTime":1627.48,"endTime":1629.849,"body":"sandwiches, creativity, community"},{"speaker":"5","startTime":1629.85,"endTime":1631.859,"body":"comedy, hip hop, top"},{"speaker":"5","startTime":1631.86,"endTime":1633.089,"body":"shelf experiences."},{"speaker":"5","startTime":1633.09,"endTime":1634.739,"body":"And that's what matters, man, that"},{"speaker":"5","startTime":1634.74,"endTime":1636.359,"body":"you know, that you're feeling this"},{"speaker":"5","startTime":1636.36,"endTime":1637.889,"body":"and that, that the entrepreneurial"},{"speaker":"5","startTime":1637.89,"endTime":1639.809,"body":"bug that you call it is providing"},{"speaker":"5","startTime":1639.81,"endTime":1641.009,"body":"positive vibes for you and your"},{"speaker":"5","startTime":1641.01,"endTime":1642.479,"body":"family. Right. That that's"},{"speaker":"5","startTime":1642.48,"endTime":1643.619,"body":"important."},{"speaker":"5","startTime":1643.62,"endTime":1645.569,"body":"Is this something that, you know,"},{"speaker":"5","startTime":1645.57,"endTime":1647.039,"body":"was passed down this?"},{"speaker":"5","startTime":1647.04,"endTime":1648.059,"body":"Is it something that you wanted to"},{"speaker":"5","startTime":1648.06,"endTime":1649.079,"body":"do as a little kid?"},{"speaker":"5","startTime":1649.08,"endTime":1650.519,"body":"Were you starting little companies"},{"speaker":"5","startTime":1650.52,"endTime":1651.809,"body":"as a kid or is this something that"},{"speaker":"5","startTime":1651.81,"endTime":1653.009,"body":"kind of came a little bit later in"},{"speaker":"5","startTime":1653.01,"endTime":1653.609,"body":"life?"},{"speaker":"5","startTime":1653.61,"endTime":1655.919,"body":"There's something about"},{"speaker":"5","startTime":1655.92,"endTime":1658.469,"body":"negotiating, transacting,"},{"speaker":"5","startTime":1658.47,"endTime":1661.259,"body":"connecting that was cultivated"},{"speaker":"5","startTime":1661.26,"endTime":1663.269,"body":"as a child for sure, because I did"},{"speaker":"5","startTime":1663.27,"endTime":1665.399,"body":"have the job of junior careers."},{"speaker":"5","startTime":1665.4,"endTime":1666.779,"body":"Hi, my name is Carlos Aguilar."},{"speaker":"5","startTime":1666.78,"endTime":1667.739,"body":"I'm a Junior Careers."},{"speaker":"5","startTime":1667.74,"endTime":1669.359,"body":"We're a nonprofit organization"},{"speaker":"5","startTime":1669.36,"endTime":1670.799,"body":"designed to help At-Risk kids like"},{"speaker":"5","startTime":1670.8,"endTime":1672.149,"body":"me stay off the streets."},{"speaker":"5","startTime":1672.15,"endTime":1674.309,"body":"Would you please buy this can go"},{"speaker":"5","startTime":1674.31,"endTime":1676.019,"body":"door to door, bro."},{"speaker":"5","startTime":1676.02,"endTime":1677.489,"body":"As a twelve year old, I was going"},{"speaker":"5","startTime":1677.49,"endTime":1679.589,"body":"door to door and strange."},{"speaker":"5","startTime":1679.59,"endTime":1681.329,"body":"OK, how about this?"},{"speaker":"5","startTime":1681.33,"endTime":1683.369,"body":"A fucking twenty three year old"},{"speaker":"5","startTime":1683.37,"endTime":1685.259,"body":"rocker picked us up like 12 kids"},{"speaker":"5","startTime":1685.26,"endTime":1686.489,"body":"up in the back of a van with no"},{"speaker":"5","startTime":1686.49,"endTime":1688.229,"body":"seatbelt, threw us all in there,"},{"speaker":"5","startTime":1688.23,"endTime":1690.149,"body":"took it to a strange neighborhood."},{"speaker":"5","startTime":1690.15,"endTime":1692.129,"body":"And we all loved around these boxes"},{"speaker":"5","startTime":1692.13,"endTime":1693.989,"body":"selling for dollar candies"},{"speaker":"5","startTime":1693.99,"endTime":1695.739,"body":"where we'd keep 90 cents."},{"speaker":"5","startTime":1695.74,"endTime":1696.929,"body":"Wow. This was a legal racket,"},{"speaker":"5","startTime":1696.93,"endTime":1698.459,"body":"apparently, and probably still"},{"speaker":"5","startTime":1698.46,"endTime":1700.049,"body":"happens. But that's how I cut my"},{"speaker":"5","startTime":1700.05,"endTime":1702.389,"body":"teeth on the door to door vibes."},{"speaker":"5","startTime":1702.39,"endTime":1703.559,"body":"Oh, yeah, absolutely."},{"speaker":"5","startTime":1703.56,"endTime":1705.979,"body":"I did a little door to door myself"},{"speaker":"5","startTime":1705.98,"endTime":1708.119,"body":"in college. I was"},{"speaker":"5","startTime":1708.12,"endTime":1709.769,"body":"in Lawton, Oklahoma, which is where"},{"speaker":"5","startTime":1709.77,"endTime":1711.779,"body":"Fort Sill military base is, knocking"},{"speaker":"5","startTime":1711.78,"endTime":1714.209,"body":"door door to door,"},{"speaker":"5","startTime":1714.21,"endTime":1715.499,"body":"trying to sell educational books."},{"speaker":"5","startTime":1715.5,"endTime":1717.149,"body":"And it was a trip."},{"speaker":"5","startTime":1717.15,"endTime":1719.099,"body":"It I think it's helped me"},{"speaker":"5","startTime":1719.1,"endTime":1720.719,"body":"throughout my life, but also scarred"},{"speaker":"5","startTime":1720.72,"endTime":1722.669,"body":"me for sure, because I"},{"speaker":"5","startTime":1722.67,"endTime":1723.929,"body":"was talking to military families who"},{"speaker":"5","startTime":1723.93,"endTime":1725.099,"body":"were like,"},{"speaker":"5","startTime":1725.1,"endTime":1726.119,"body":"what are you doing? Knocking on my"},{"speaker":"5","startTime":1726.12,"endTime":1727.12,"body":"door,"},{"speaker":"5","startTime":1728.16,"endTime":1729.959,"body":"man? This is 25, 30 years later."},{"speaker":"5","startTime":1729.96,"endTime":1730.96,"body":"I still tell my wife. I'm like,"},{"speaker":"5","startTime":1732.15,"endTime":1734.219,"body":"I think I think I was I smell"},{"speaker":"5","startTime":1734.22,"endTime":1735.329,"body":"a familiar tree."},{"speaker":"5","startTime":1735.33,"endTime":1737.219,"body":"I think I was on this block as a 12"},{"speaker":"5","startTime":1737.22,"endTime":1739.169,"body":"year old, like this"},{"speaker":"5","startTime":1739.17,"endTime":1740.399,"body":"neighborhood seems familiar."},{"speaker":"5","startTime":1740.4,"endTime":1743.159,"body":"Like is weird PTSD for sure."},{"speaker":"5","startTime":1743.16,"endTime":1743.999,"body":"Talk about some of the quick"},{"speaker":"5","startTime":1744.0,"endTime":1744.959,"body":"thinking that you have to do as a"},{"speaker":"5","startTime":1744.96,"endTime":1746.849,"body":"door to door salesman or pitching"},{"speaker":"5","startTime":1746.85,"endTime":1748.169,"body":"something like this where the"},{"speaker":"5","startTime":1748.17,"endTime":1750.149,"body":"response is always right."},{"speaker":"5","startTime":1750.15,"endTime":1751.649,"body":"If they open the door, it's going to"},{"speaker":"5","startTime":1751.65,"endTime":1752.609,"body":"be I don't want it."},{"speaker":"5","startTime":1752.61,"endTime":1753.599,"body":"How do you work with that?"},{"speaker":"5","startTime":1753.6,"endTime":1754.679,"body":"Walk me through some of your wrap"},{"speaker":"5","startTime":1754.68,"endTime":1754.859,"body":"there."},{"speaker":"5","startTime":1754.86,"endTime":1755.939,"body":"Oh, man, I love it."},{"speaker":"5","startTime":1755.94,"endTime":1757.769,"body":"I actually recorded I recorded one"},{"speaker":"5","startTime":1757.77,"endTime":1759.629,"body":"of my most recent the audio of one"},{"speaker":"5","startTime":1759.63,"endTime":1761.579,"body":"of my most recent transactions with"},{"speaker":"5","startTime":1761.58,"endTime":1763.589,"body":"a with a with a burglary"},{"speaker":"5","startTime":1763.59,"endTime":1764.609,"body":"down the street, cause I want to see"},{"speaker":"5","startTime":1764.61,"endTime":1766.439,"body":"like I wanted to hear how it went"},{"speaker":"5","startTime":1766.44,"endTime":1767.399,"body":"and see what I could do better or"},{"speaker":"5","startTime":1767.4,"endTime":1769.319,"body":"whatever. But of course, like when"},{"speaker":"5","startTime":1769.32,"endTime":1771.089,"body":"I'm walking up I'm looking for a"},{"speaker":"5","startTime":1771.09,"endTime":1773.079,"body":"source of connection."},{"speaker":"5","startTime":1773.08,"endTime":1775.109,"body":"Yeah. Can I get can I gather"},{"speaker":"5","startTime":1775.11,"endTime":1776.489,"body":"something about this person."},{"speaker":"5","startTime":1776.49,"endTime":1778.529,"body":"And then I'm often thinking"},{"speaker":"5","startTime":1778.53,"endTime":1780.449,"body":"about my first"},{"speaker":"5","startTime":1780.45,"endTime":1783.389,"body":"kind of line, like then"},{"speaker":"5","startTime":1783.39,"endTime":1784.409,"body":"getting deeper into it. Maybe I'm"},{"speaker":"5","startTime":1784.41,"endTime":1785.879,"body":"trying to ask the question."},{"speaker":"5","startTime":1785.88,"endTime":1787.679,"body":"So first off the top, I see that you"},{"speaker":"5","startTime":1787.68,"endTime":1788.609,"body":"sell coffee here. Where do you get"},{"speaker":"5","startTime":1788.61,"endTime":1790.439,"body":"it from? Are are you looking"},{"speaker":"5","startTime":1790.44,"endTime":1792.509,"body":"to sell more premium"},{"speaker":"5","startTime":1792.51,"endTime":1793.499,"body":"coffee?"},{"speaker":"5","startTime":1793.5,"endTime":1794.429,"body":"What I did recently."},{"speaker":"5","startTime":1794.43,"endTime":1796.349,"body":"So what I've decided to do"},{"speaker":"5","startTime":1796.35,"endTime":1798.239,"body":"with coffee. So you might suspect"},{"speaker":"5","startTime":1798.24,"endTime":1799.859,"body":"like the existing coffee shops don't"},{"speaker":"5","startTime":1799.86,"endTime":1801.329,"body":"want my coffee in their shop."},{"speaker":"5","startTime":1801.33,"endTime":1803.219,"body":"So getting my coffee and coffee"},{"speaker":"5","startTime":1803.22,"endTime":1804.149,"body":"shops is what people tell me."},{"speaker":"5","startTime":1804.15,"endTime":1805.079,"body":"Hey, bro, can I get your coffee?"},{"speaker":"5","startTime":1805.08,"endTime":1805.919,"body":"Put it in coffee shop."},{"speaker":"5","startTime":1805.92,"endTime":1807.599,"body":"It's like nobody wants my coffee in"},{"speaker":"5","startTime":1807.6,"endTime":1809.549,"body":"their shop. But"},{"speaker":"5","startTime":1809.55,"endTime":1812.429,"body":"there are probably coffee adjacent"},{"speaker":"5","startTime":1812.43,"endTime":1814.379,"body":"spaces that might consider carrying"},{"speaker":"5","startTime":1814.38,"endTime":1816.329,"body":"my coffee like a bagel shop, like"},{"speaker":"5","startTime":1816.33,"endTime":1818.429,"body":"a donut shop, like a Bundarra"},{"speaker":"5","startTime":1818.43,"endTime":1819.569,"body":"sells like. All right, let me find"},{"speaker":"5","startTime":1819.57,"endTime":1820.709,"body":"some spots locally."},{"speaker":"5","startTime":1820.71,"endTime":1822.569,"body":"Are are a barbershop, which is I"},{"speaker":"5","startTime":1822.57,"endTime":1824.159,"body":"do have my coffee at a barbershop in"},{"speaker":"5","startTime":1824.16,"endTime":1824.759,"body":"Alabama."},{"speaker":"5","startTime":1824.76,"endTime":1825.809,"body":"Yeah, that's good."},{"speaker":"5","startTime":1825.81,"endTime":1826.319,"body":"That's smart."},{"speaker":"5","startTime":1826.32,"endTime":1827.459,"body":"So it's like trying to buy these,"},{"speaker":"5","startTime":1827.46,"endTime":1829.799,"body":"these alternative distribution"},{"speaker":"5","startTime":1829.8,"endTime":1830.699,"body":"channels."},{"speaker":"5","startTime":1830.7,"endTime":1832.559,"body":"I went to a local liquor store."},{"speaker":"5","startTime":1832.56,"endTime":1834.749,"body":"The dude looked like a homey cool."},{"speaker":"5","startTime":1834.75,"endTime":1836.669,"body":"I said very likely that he"},{"speaker":"5","startTime":1836.67,"endTime":1838.229,"body":"at least listen to me."},{"speaker":"5","startTime":1838.23,"endTime":1839.669,"body":"I mentioned the fact the coffee is"},{"speaker":"5","startTime":1839.67,"endTime":1841.139,"body":"roasted locally."},{"speaker":"5","startTime":1841.14,"endTime":1842.669,"body":"One of the names of the coffee is"},{"speaker":"5","startTime":1842.67,"endTime":1844.259,"body":"the name of is Route 66, which is a"},{"speaker":"5","startTime":1844.26,"endTime":1845.999,"body":"popular, you know, highway."},{"speaker":"5","startTime":1846.0,"endTime":1847.979,"body":"That is where we are."},{"speaker":"5","startTime":1847.98,"endTime":1849.209,"body":"So I try to, again, just try to find"},{"speaker":"5","startTime":1849.21,"endTime":1849.959,"body":"the connection."},{"speaker":"5","startTime":1849.96,"endTime":1851.429,"body":"Yeah, I'm familiar."},{"speaker":"5","startTime":1851.43,"endTime":1853.289,"body":"Try to demonstrate the value."},{"speaker":"5","startTime":1853.29,"endTime":1855.179,"body":"Hey, I bite the bullet on"},{"speaker":"5","startTime":1855.18,"endTime":1856.199,"body":"these early accounts."},{"speaker":"5","startTime":1856.2,"endTime":1857.669,"body":"This is on consignment."},{"speaker":"5","startTime":1857.67,"endTime":1859.829,"body":"Cool. Does it cost you anything?"},{"speaker":"5","startTime":1859.83,"endTime":1861.149,"body":"You get to keep whatever you like,"},{"speaker":"5","startTime":1861.15,"endTime":1862.379,"body":"so you get to keep and I keep the"},{"speaker":"5","startTime":1862.38,"endTime":1864.269,"body":"rest. And"},{"speaker":"5","startTime":1864.27,"endTime":1865.049,"body":"easy breezy bro."},{"speaker":"5","startTime":1865.05,"endTime":1866.039,"body":"You don't have to buy it or anything."},{"speaker":"5","startTime":1866.04,"endTime":1867.689,"body":"I'll just I'll take the risk."},{"speaker":"5","startTime":1867.69,"endTime":1868.799,"body":"We'll put it up here. We'll see if"},{"speaker":"5","startTime":1868.8,"endTime":1871.019,"body":"it sells and"},{"speaker":"5","startTime":1871.02,"endTime":1872.159,"body":"yeah. I don't know, that's that's"},{"speaker":"5","startTime":1872.16,"endTime":1874.139,"body":"kind of my approach to trying"},{"speaker":"5","startTime":1874.14,"endTime":1875.969,"body":"to convert people face"},{"speaker":"5","startTime":1875.97,"endTime":1876.629,"body":"to face."},{"speaker":"5","startTime":1876.63,"endTime":1878.039,"body":"It's a great approach."},{"speaker":"5","startTime":1878.04,"endTime":1879.869,"body":"And you know, what's funny is,"},{"speaker":"5","startTime":1879.87,"endTime":1881.159,"body":"you know, as I've been talking to a"},{"speaker":"5","startTime":1881.16,"endTime":1882.119,"body":"lot of these people starting their"},{"speaker":"5","startTime":1882.12,"endTime":1884.159,"body":"business, a lot of the first"},{"speaker":"5","startTime":1884.16,"endTime":1885.029,"body":"sale is cold call."},{"speaker":"5","startTime":1885.03,"endTime":1886.309,"body":"It sounds like it's the same for,"},{"speaker":"5","startTime":1886.31,"endTime":1887.849,"body":"you know, friends and family are"},{"speaker":"5","startTime":1887.85,"endTime":1889.709,"body":"going to support and help out"},{"speaker":"5","startTime":1889.71,"endTime":1891.689,"body":"and buy a couple bags or do"},{"speaker":"5","startTime":1891.69,"endTime":1893.429,"body":"that. But it really does come down"},{"speaker":"5","startTime":1893.43,"endTime":1894.209,"body":"to the cold calling."},{"speaker":"5","startTime":1894.21,"endTime":1896.129,"body":"And, you know, are"},{"speaker":"5","startTime":1896.13,"endTime":1897.329,"body":"you seeing that? That's where a lot"},{"speaker":"5","startTime":1897.33,"endTime":1898.139,"body":"of the sales are coming."},{"speaker":"5","startTime":1898.14,"endTime":1899.699,"body":"Initially, people talk about"},{"speaker":"5","startTime":1899.7,"endTime":1902.639,"body":"humility, are being humble as"},{"speaker":"5","startTime":1902.64,"endTime":1904.769,"body":"a goal, and it is of line"},{"speaker":"5","startTime":1904.77,"endTime":1906.029,"body":"a virtue."},{"speaker":"5","startTime":1906.03,"endTime":1908.279,"body":"But we forget that humiliation"},{"speaker":"5","startTime":1908.28,"endTime":1910.319,"body":"is connected to humility."},{"speaker":"5","startTime":1910.32,"endTime":1911.489,"body":"And like there's nothing more"},{"speaker":"5","startTime":1911.49,"endTime":1913.649,"body":"humiliating than asking someone"},{"speaker":"5","startTime":1913.65,"endTime":1915.299,"body":"to buy something from you."},{"speaker":"5","startTime":1915.3,"endTime":1916.649,"body":"Like, I don't know if that's true"},{"speaker":"5","startTime":1916.65,"endTime":1918.119,"body":"for you. And I mean, like, I guess"},{"speaker":"5","startTime":1918.12,"endTime":1919.619,"body":"if I had if I can borrow gold on"},{"speaker":"5","startTime":1919.62,"endTime":1921.059,"body":"discount, I wouldn't be."},{"speaker":"5","startTime":1921.06,"endTime":1922.199,"body":"But like, I'm trying to convince"},{"speaker":"5","startTime":1922.2,"endTime":1923.219,"body":"people to come up out of their"},{"speaker":"5","startTime":1923.22,"endTime":1925.109,"body":"pocket and I'm"},{"speaker":"5","startTime":1925.11,"endTime":1926.969,"body":"asking them five or six times."},{"speaker":"5","startTime":1926.97,"endTime":1928.469,"body":"And that's not a great feeling."},{"speaker":"5","startTime":1928.47,"endTime":1930.689,"body":"But it's definitely part,"},{"speaker":"5","startTime":1930.69,"endTime":1932.849,"body":"I think, of the bitter pill"},{"speaker":"5","startTime":1932.85,"endTime":1934.439,"body":"that I need to swallow if I'm going"},{"speaker":"5","startTime":1934.44,"endTime":1935.669,"body":"to grow my business."},{"speaker":"5","startTime":1935.67,"endTime":1937.529,"body":"And that is both"},{"speaker":"5","startTime":1937.53,"endTime":1939.419,"body":"approaching strangers on the cold"},{"speaker":"5","startTime":1939.42,"endTime":1940.919,"body":"call front, which is humiliating."},{"speaker":"5","startTime":1940.92,"endTime":1942.719,"body":"Like my first encounter with you is"},{"speaker":"5","startTime":1942.72,"endTime":1944.279,"body":"me asking you to buy something from"},{"speaker":"5","startTime":1944.28,"endTime":1946.079,"body":"me like that ingrate."},{"speaker":"5","startTime":1946.08,"endTime":1947.519,"body":"I'm saying it's also true from"},{"speaker":"5","startTime":1947.52,"endTime":1948.299,"body":"friends and family."},{"speaker":"5","startTime":1948.3,"endTime":1950.369,"body":"Like I don't want to ask people"},{"speaker":"5","startTime":1950.37,"endTime":1951.719,"body":"multiple times to buy my coffee, but"},{"speaker":"5","startTime":1951.72,"endTime":1952.589,"body":"I know I need to do that if I'm"},{"speaker":"5","startTime":1952.59,"endTime":1953.549,"body":"going to grow my business."},{"speaker":"5","startTime":1953.55,"endTime":1954.149,"body":"Yeah."},{"speaker":"5","startTime":1954.15,"endTime":1955.229,"body":"So we've been talking about the"},{"speaker":"5","startTime":1955.23,"endTime":1956.699,"body":"sales and the product and the"},{"speaker":"5","startTime":1956.7,"endTime":1957.569,"body":"branding."},{"speaker":"5","startTime":1957.57,"endTime":1958.919,"body":"What are some of the the nitty"},{"speaker":"5","startTime":1958.92,"endTime":1960.749,"body":"gritty things of building a business"},{"speaker":"5","startTime":1960.75,"endTime":1962.699,"body":"that you were shocked"},{"speaker":"5","startTime":1962.7,"endTime":1964.259,"body":"that you had to do or that you were"},{"speaker":"5","startTime":1964.26,"endTime":1965.999,"body":"surprised were going to take up more"},{"speaker":"5","startTime":1966.0,"endTime":1966.809,"body":"of your day?"},{"speaker":"5","startTime":1966.81,"endTime":1968.849,"body":"Well, I was like I considered"},{"speaker":"5","startTime":1968.85,"endTime":1970.109,"body":"for a moment, as much as I love the"},{"speaker":"5","startTime":1970.11,"endTime":1971.969,"body":"mestizo name, I considered maybe"},{"speaker":"5","startTime":1971.97,"endTime":1974.309,"body":"changing my name to either."},{"speaker":"5","startTime":1974.31,"endTime":1976.199,"body":"Sticker mule coffee"},{"speaker":"5","startTime":1976.2,"endTime":1978.389,"body":"or USPSTF coffee,"},{"speaker":"5","startTime":1978.39,"endTime":1979.769,"body":"because as much money as I pay these"},{"speaker":"5","startTime":1979.77,"endTime":1981.149,"body":"motherfuckers for everything I do,"},{"speaker":"5","startTime":1981.15,"endTime":1983.039,"body":"it's like, let's go let's go in"},{"speaker":"5","startTime":1983.04,"endTime":1984.929,"body":"together guys like what have we got"},{"speaker":"5","startTime":1984.93,"endTime":1986.159,"body":"to do to work together?"},{"speaker":"5","startTime":1986.16,"endTime":1987.809,"body":"So like shipping, of course it's"},{"speaker":"5","startTime":1987.81,"endTime":1989.789,"body":"killing. It's like it's part of"},{"speaker":"5","startTime":1989.79,"endTime":1991.149,"body":"the bitter poison I need to swallow"},{"speaker":"5","startTime":1991.15,"endTime":1993.029,"body":"with the DTC business to I can make"},{"speaker":"5","startTime":1993.03,"endTime":1994.259,"body":"more money every time I ship out a"},{"speaker":"5","startTime":1994.26,"endTime":1995.249,"body":"package. And there are things I need"},{"speaker":"5","startTime":1995.25,"endTime":1996.449,"body":"to do to do that."},{"speaker":"5","startTime":1996.45,"endTime":1998.099,"body":"We bag one bag of coffee off me."},{"speaker":"5","startTime":1998.1,"endTime":1999.089,"body":"It's going to cost twenty five"},{"speaker":"5","startTime":1999.09,"endTime":2000.679,"body":"dollars to get to your door, right."},{"speaker":"5","startTime":2000.68,"endTime":2002.659,"body":"It's like nine dollars is a"},{"speaker":"5","startTime":2002.66,"endTime":2004.729,"body":"fifty to nine dollars shipping."},{"speaker":"5","startTime":2004.73,"endTime":2006.589,"body":"So but if"},{"speaker":"5","startTime":2006.59,"endTime":2008.629,"body":"you buy two bags of coffee"},{"speaker":"5","startTime":2008.63,"endTime":2010.489,"body":"you only spend forty dollars"},{"speaker":"5","startTime":2010.49,"endTime":2012.379,"body":"and my shipping costs are still"},{"speaker":"5","startTime":2012.38,"endTime":2014.989,"body":"the same. If so, I make"},{"speaker":"5","startTime":2014.99,"endTime":2015.859,"body":"more margins."},{"speaker":"5","startTime":2015.86,"endTime":2017.749,"body":"When you buy two bags than"},{"speaker":"5","startTime":2017.75,"endTime":2019.879,"body":"when you buy one and you save money"},{"speaker":"5","startTime":2019.88,"endTime":2021.589,"body":"when you buy two bags versus when"},{"speaker":"5","startTime":2021.59,"endTime":2023.629,"body":"you buy one. But"},{"speaker":"5","startTime":2023.63,"endTime":2025.649,"body":"most people I'm finding have a"},{"speaker":"5","startTime":2025.65,"endTime":2027.259,"body":"subscription fatigue."},{"speaker":"5","startTime":2027.26,"endTime":2029.509,"body":"People don't want to like, subscribe"},{"speaker":"5","startTime":2029.51,"endTime":2031.039,"body":"to another thing I'm saying, even if"},{"speaker":"5","startTime":2031.04,"endTime":2032.959,"body":"it saves them money or whatever."},{"speaker":"5","startTime":2032.96,"endTime":2034.459,"body":"So that's part one of the challenges"},{"speaker":"5","startTime":2034.46,"endTime":2035.689,"body":"I'm trying to solve for is like how"},{"speaker":"5","startTime":2035.69,"endTime":2037.429,"body":"do I encourage people to buy more"},{"speaker":"5","startTime":2037.43,"endTime":2038.419,"body":"coffee"},{"speaker":"5","startTime":2038.42,"endTime":2039.469,"body":"each time they buy coffee?"},{"speaker":"5","startTime":2039.47,"endTime":2040.519,"body":"Are you bundling the coffee"},{"speaker":"5","startTime":2040.52,"endTime":2042.349,"body":"together? Kind of like to taste test"},{"speaker":"5","startTime":2042.35,"endTime":2042.919,"body":"bundles?"},{"speaker":"5","startTime":2042.92,"endTime":2044.839,"body":"I do have a monthly"},{"speaker":"5","startTime":2044.84,"endTime":2046.409,"body":"subscription, which is a two bag"},{"speaker":"5","startTime":2046.41,"endTime":2048.138,"body":"subscription, but I haven't done"},{"speaker":"5","startTime":2048.139,"endTime":2049.249,"body":"like anything about this."},{"speaker":"5","startTime":2049.25,"endTime":2051.439,"body":"But like do like a pitcher"},{"speaker":"5","startTime":2051.44,"endTime":2053.419,"body":"fruit balm in neon chocolate"},{"speaker":"5","startTime":2053.42,"endTime":2055.488,"body":"together for thing four for"},{"speaker":"5","startTime":2055.489,"endTime":2056.689,"body":"one. Yeah."},{"speaker":"5","startTime":2056.69,"endTime":2057.589,"body":"I should probably encourage for"},{"speaker":"5","startTime":2057.59,"endTime":2060.408,"body":"those people who are going to buy"},{"speaker":"5","startTime":2060.409,"endTime":2062.299,"body":"mechanically each time I"},{"speaker":"5","startTime":2062.3,"endTime":2063.948,"body":"need to encourage them to buy two."},{"speaker":"5","startTime":2063.949,"endTime":2065.419,"body":"Well one thing I did was make"},{"speaker":"5","startTime":2065.42,"endTime":2067.279,"body":"shipping free for thirty"},{"speaker":"5","startTime":2067.28,"endTime":2068.689,"body":"five and over, which is to compel"},{"speaker":"5","startTime":2068.69,"endTime":2070.339,"body":"you to buy a second bag."},{"speaker":"5","startTime":2070.34,"endTime":2071.749,"body":"So it's like OK so if I get a second"},{"speaker":"5","startTime":2071.75,"endTime":2072.829,"body":"bag and free shipping I should do"},{"speaker":"5","startTime":2072.83,"endTime":2073.939,"body":"this. But yeah."},{"speaker":"5","startTime":2073.94,"endTime":2075.859,"body":"So that's one kind of shipping is"},{"speaker":"5","startTime":2075.86,"endTime":2077.869,"body":"one thing which is like I started"},{"speaker":"5","startTime":2077.87,"endTime":2079.729,"body":"this as a DTC and"},{"speaker":"5","startTime":2079.73,"endTime":2080.928,"body":"I'm not really, I don't want a"},{"speaker":"5","startTime":2080.929,"endTime":2082.819,"body":"coffee, I don't want a coffee shop,"},{"speaker":"5","startTime":2082.82,"endTime":2084.259,"body":"I don't want to operate on our own"},{"speaker":"5","startTime":2084.26,"endTime":2085.069,"body":"one."},{"speaker":"5","startTime":2085.07,"endTime":2086.209,"body":"But it's making sense to have my"},{"speaker":"5","startTime":2086.21,"endTime":2088.069,"body":"product in different stores at the"},{"speaker":"5","startTime":2088.07,"endTime":2089.839,"body":"same time for sure."},{"speaker":"5","startTime":2089.84,"endTime":2090.979,"body":"So I'm getting pulled in a couple of"},{"speaker":"5","startTime":2090.98,"endTime":2093.079,"body":"directions. I've got to figure out"},{"speaker":"5","startTime":2093.08,"endTime":2094.939,"body":"how to maintain profitability."},{"speaker":"5","startTime":2094.94,"endTime":2096.919,"body":"Yeah, you know, and one"},{"speaker":"5","startTime":2096.92,"endTime":2099.199,"body":"difficult part is"},{"speaker":"5","startTime":2099.2,"endTime":2100.459,"body":"the allure is going to be the taste,"},{"speaker":"5","startTime":2100.46,"endTime":2102.349,"body":"right, is how do you get them"},{"speaker":"5","startTime":2102.35,"endTime":2103.279,"body":"to take a little sip?"},{"speaker":"5","startTime":2103.28,"endTime":2105.169,"body":"And, you know, so it's a little"},{"speaker":"5","startTime":2105.17,"endTime":2106.069,"body":"bit easier for somebody to do a"},{"speaker":"5","startTime":2106.07,"endTime":2107.449,"body":"bluebottle or a Stumptown"},{"speaker":"5","startTime":2107.45,"endTime":2109.219,"body":"subscription because they're getting"},{"speaker":"5","startTime":2109.22,"endTime":2110.509,"body":"that at another story."},{"speaker":"5","startTime":2110.51,"endTime":2111.559,"body":"That's one of the big hurdles that"},{"speaker":"5","startTime":2111.56,"endTime":2112.999,"body":"you have right now, right, is how do"},{"speaker":"5","startTime":2113.0,"endTime":2113.839,"body":"I get people to taste?"},{"speaker":"5","startTime":2113.84,"endTime":2115.069,"body":"And so they know that that it's high"},{"speaker":"5","startTime":2115.07,"endTime":2115.819,"body":"quality."},{"speaker":"5","startTime":2115.82,"endTime":2117.589,"body":"Well, OK, that's that's a very good"},{"speaker":"5","startTime":2117.59,"endTime":2119.059,"body":"point. Now, look at it from the"},{"speaker":"5","startTime":2119.06,"endTime":2120.919,"body":"other way, too, which is I've always"},{"speaker":"5","startTime":2120.92,"endTime":2122.749,"body":"marveled at my"},{"speaker":"5","startTime":2122.75,"endTime":2124.879,"body":"interest in Top Chef, where"},{"speaker":"5","startTime":2124.88,"endTime":2126.049,"body":"me, my wife will argue about who's"},{"speaker":"5","startTime":2126.05,"endTime":2127.489,"body":"the best. We've never tasted"},{"speaker":"5","startTime":2127.49,"endTime":2128.899,"body":"anybody's food."},{"speaker":"5","startTime":2128.9,"endTime":2129.829,"body":"You're never right."},{"speaker":"5","startTime":2129.83,"endTime":2131.299,"body":"I'm saying so like two or three"},{"speaker":"5","startTime":2131.3,"endTime":2132.949,"body":"hundred people said your coffee"},{"speaker":"5","startTime":2132.95,"endTime":2134.119,"body":"tastes good. Are I believe it."},{"speaker":"5","startTime":2134.12,"endTime":2136.099,"body":"Taste good without ever having"},{"speaker":"5","startTime":2136.1,"endTime":2136.969,"body":"tasted it."},{"speaker":"5","startTime":2136.97,"endTime":2139.219,"body":"What are they reacting to then?"},{"speaker":"5","startTime":2139.22,"endTime":2140.209,"body":"If they're not reacting to the"},{"speaker":"5","startTime":2140.21,"endTime":2142.699,"body":"taste, what are they reacting to?"},{"speaker":"5","startTime":2142.7,"endTime":2143.809,"body":"And I'm trying to figure that out."},{"speaker":"5","startTime":2143.81,"endTime":2145.189,"body":"Right. And then I'm a double down on"},{"speaker":"5","startTime":2145.19,"endTime":2146.659,"body":"whatever it is that set that"},{"speaker":"5","startTime":2146.66,"endTime":2148.189,"body":"convinced, because once they try it"},{"speaker":"5","startTime":2148.19,"endTime":2149.959,"body":"like it's going to, then we're good."},{"speaker":"5","startTime":2149.96,"endTime":2151.279,"body":"Like, if they like the coffee and"},{"speaker":"5","startTime":2151.28,"endTime":2152.809,"body":"the coffee is good, then we're"},{"speaker":"5","startTime":2152.81,"endTime":2153.949,"body":"there. Right."},{"speaker":"5","startTime":2153.95,"endTime":2156.689,"body":"So I wonder. So I don't know that."},{"speaker":"5","startTime":2156.69,"endTime":2158.879,"body":"I should try to get"},{"speaker":"5","startTime":2158.88,"endTime":2160.499,"body":"as many people as possible, taste it"},{"speaker":"5","startTime":2160.5,"endTime":2161.549,"body":"before buying or something like"},{"speaker":"5","startTime":2161.55,"endTime":2163.029,"body":"that, that is part of it for sure."},{"speaker":"5","startTime":2163.03,"endTime":2164.099,"body":"I'd love to do that."},{"speaker":"5","startTime":2164.1,"endTime":2165.899,"body":"I think for you, it's the branding."},{"speaker":"5","startTime":2165.9,"endTime":2167.339,"body":"You know, I think, you know, go to"},{"speaker":"5","startTime":2167.34,"endTime":2168.269,"body":"your website."},{"speaker":"5","startTime":2168.27,"endTime":2169.769,"body":"You create an immersive experience"},{"speaker":"5","startTime":2169.77,"endTime":2171.869,"body":"right off the bat, and especially"},{"speaker":"5","startTime":2171.87,"endTime":2173.489,"body":"now in this world where, you know, I"},{"speaker":"5","startTime":2173.49,"endTime":2175.319,"body":"think they call it the landing where"},{"speaker":"5","startTime":2175.32,"endTime":2177.179,"body":"all these brands look the same."},{"speaker":"5","startTime":2177.18,"endTime":2178.469,"body":"Right. They all have kind of that"},{"speaker":"5","startTime":2178.47,"endTime":2180.509,"body":"millennial pink or that light blue"},{"speaker":"5","startTime":2180.51,"endTime":2182.319,"body":"and the same type of font."},{"speaker":"5","startTime":2182.32,"endTime":2184.379,"body":"And you're coming up hard"},{"speaker":"5","startTime":2184.38,"endTime":2185.339,"body":"and rugged. So I think there's"},{"speaker":"5","startTime":2185.34,"endTime":2187.349,"body":"something to that to of looking"},{"speaker":"5","startTime":2187.35,"endTime":2189.479,"body":"at and going, OK, this"},{"speaker":"5","startTime":2189.48,"endTime":2190.739,"body":"this is not that soft."},{"speaker":"5","startTime":2192.16,"endTime":2193.329,"body":"Millennial brand that I've seen"},{"speaker":"5","startTime":2193.33,"endTime":2194.349,"body":"somewhere else, this is coming a"},{"speaker":"5","startTime":2194.35,"endTime":2195.819,"body":"little bit a little bit harder, a"},{"speaker":"5","startTime":2195.82,"endTime":2196.689,"body":"little bit rough. Sure, I think"},{"speaker":"5","startTime":2196.69,"endTime":2198.129,"body":"that's connecting with people as"},{"speaker":"5","startTime":2198.13,"endTime":2199.989,"body":"well. You know, and tell me if I'm"},{"speaker":"5","startTime":2199.99,"endTime":2200.919,"body":"wrong. And this it does feel like"},{"speaker":"5","startTime":2200.92,"endTime":2202.359,"body":"you thought a lot about that brand"},{"speaker":"5","startTime":2202.36,"endTime":2203.649,"body":"and you thought a lot about how all"},{"speaker":"5","startTime":2203.65,"endTime":2205.209,"body":"of this comes together, all these"},{"speaker":"5","startTime":2205.21,"endTime":2206.349,"body":"pieces that it's not just the"},{"speaker":"5","startTime":2206.35,"endTime":2208.269,"body":"coffee, but it's still the entire"},{"speaker":"5","startTime":2208.27,"endTime":2209.769,"body":"brand of mystique to what it means"},{"speaker":"5","startTime":2209.77,"endTime":2210.219,"body":"to you."},{"speaker":"5","startTime":2210.22,"endTime":2211.299,"body":"Yeah, absolutely. And I think it"},{"speaker":"5","startTime":2211.3,"endTime":2213.249,"body":"comes out of my experience as a"},{"speaker":"5","startTime":2213.25,"endTime":2215.379,"body":"as a hip hop artist,"},{"speaker":"5","startTime":2215.38,"endTime":2217.299,"body":"my experience creating"},{"speaker":"5","startTime":2217.3,"endTime":2219.369,"body":"media. And I'll tell people"},{"speaker":"5","startTime":2219.37,"endTime":2221.679,"body":"that this is really"},{"speaker":"5","startTime":2221.68,"endTime":2223.779,"body":"a media lab fronting as"},{"speaker":"5","startTime":2223.78,"endTime":2225.069,"body":"a coffee brand."},{"speaker":"5","startTime":2225.07,"endTime":2226.029,"body":"I like that."},{"speaker":"5","startTime":2226.03,"endTime":2227.889,"body":"Yeah. So it's like, you"},{"speaker":"5","startTime":2227.89,"endTime":2231.129,"body":"know, I've probably produced 25"},{"speaker":"5","startTime":2231.13,"endTime":2233.139,"body":"video interviews, some"},{"speaker":"5","startTime":2233.14,"endTime":2234.549,"body":"involving comedians about their"},{"speaker":"5","startTime":2234.55,"endTime":2236.619,"body":"morning routine, others involving"},{"speaker":"5","startTime":2236.62,"endTime":2238.749,"body":"authors and other creatives,"},{"speaker":"5","startTime":2238.75,"endTime":2240.579,"body":"scholars discussing issues"},{"speaker":"5","startTime":2240.58,"endTime":2241.779,"body":"that seem interesting to me because"},{"speaker":"5","startTime":2241.78,"endTime":2243.159,"body":"this is my brand and this is what I"},{"speaker":"5","startTime":2243.16,"endTime":2243.999,"body":"want to talk about."},{"speaker":"5","startTime":2244.0,"endTime":2246.519,"body":"I kind of going that route."},{"speaker":"5","startTime":2246.52,"endTime":2248.17,"body":"I produced two comedy roasts."},{"speaker":"5","startTime":2249.28,"endTime":2250.899,"body":"We did a coyote to fuck 20, 20"},{"speaker":"5","startTime":2250.9,"endTime":2252.909,"body":"comedy roasts to launch Misti."},{"speaker":"5","startTime":2252.91,"endTime":2255.219,"body":"So I had like nine comedians roast"},{"speaker":"5","startTime":2255.22,"endTime":2256.059,"body":"the year twenty twenty."},{"speaker":"5","startTime":2256.06,"endTime":2257.679,"body":"And then we did a fuck love comedy"},{"speaker":"5","startTime":2257.68,"endTime":2258.579,"body":"roast in February."},{"speaker":"5","startTime":2258.58,"endTime":2260.649,"body":"So again, just creating creating"},{"speaker":"5","startTime":2260.65,"endTime":2262.869,"body":"comedy. And then my newsletter,"},{"speaker":"5","startTime":2262.87,"endTime":2264.789,"body":"the animated videos, the"},{"speaker":"5","startTime":2264.79,"endTime":2266.619,"body":"music can wait to"},{"speaker":"5","startTime":2266.62,"endTime":2268.029,"body":"get back into some real world shots."},{"speaker":"5","startTime":2268.03,"endTime":2270.009,"body":"And yeah, it seems you keep"},{"speaker":"5","startTime":2270.01,"endTime":2271.929,"body":"yourself very busy with"},{"speaker":"5","startTime":2271.93,"endTime":2273.469,"body":"all these creative outlets."},{"speaker":"5","startTime":2273.47,"endTime":2275.529,"body":"What's the one that gives"},{"speaker":"5","startTime":2275.53,"endTime":2276.369,"body":"you the most energy?"},{"speaker":"5","startTime":2276.37,"endTime":2278.289,"body":"Right. If you could spend all day in"},{"speaker":"5","startTime":2278.29,"endTime":2279.879,"body":"one area or do you need to be"},{"speaker":"5","startTime":2279.88,"endTime":2281.079,"body":"diversified like that?"},{"speaker":"5","startTime":2281.08,"endTime":2283.269,"body":"One thing that's interesting"},{"speaker":"5","startTime":2283.27,"endTime":2285.219,"body":"is that in these collaborations"},{"speaker":"5","startTime":2285.22,"endTime":2287.139,"body":"is that I've almost"},{"speaker":"5","startTime":2287.14,"endTime":2288.879,"body":"started to run a de facto record"},{"speaker":"5","startTime":2288.88,"endTime":2291.009,"body":"label. And it's like"},{"speaker":"5","startTime":2291.01,"endTime":2292.899,"body":"because I've had to"},{"speaker":"5","startTime":2292.9,"endTime":2294.279,"body":"my collaborations, for example, two"},{"speaker":"5","startTime":2294.28,"endTime":2295.329,"body":"different artists I've worked with"},{"speaker":"5","startTime":2295.33,"endTime":2296.829,"body":"so far and I'm talking to four"},{"speaker":"5","startTime":2296.83,"endTime":2298.569,"body":"others. Right. So it's like I"},{"speaker":"5","startTime":2298.57,"endTime":2299.799,"body":"imagine this is what a record labels"},{"speaker":"5","startTime":2299.8,"endTime":2301.599,"body":"like. I get on the phone, talk to"},{"speaker":"5","startTime":2301.6,"endTime":2302.529,"body":"this artist. How are you?"},{"speaker":"5","startTime":2302.53,"endTime":2303.849,"body":"What's the promotional plan?"},{"speaker":"5","startTime":2303.85,"endTime":2304.869,"body":"What are the assets?"},{"speaker":"5","startTime":2304.87,"endTime":2306.249,"body":"What do you what's on your calendar?"},{"speaker":"5","startTime":2306.25,"endTime":2307.299,"body":"Who are you working with?"},{"speaker":"5","startTime":2307.3,"endTime":2308.589,"body":"Who can we connect with on your part"},{"speaker":"5","startTime":2308.59,"endTime":2309.459,"body":"of the. All right, great."},{"speaker":"5","startTime":2309.46,"endTime":2310.959,"body":"Go click three."},{"speaker":"5","startTime":2310.96,"endTime":2312.369,"body":"Oh, a whole other person."},{"speaker":"5","startTime":2312.37,"endTime":2314.589,"body":"Oh, a whole other personality."},{"speaker":"5","startTime":2314.59,"endTime":2316.089,"body":"The whole other everything."},{"speaker":"5","startTime":2316.09,"endTime":2317.469,"body":"Abreau What do you got going on that"},{"speaker":"5","startTime":2317.47,"endTime":2319.479,"body":"are not doubted it up that are all"},{"speaker":"5","startTime":2319.48,"endTime":2321.339,"body":"the while I'm over here."},{"speaker":"5","startTime":2321.34,"endTime":2323.169,"body":"So that's kind of that's"},{"speaker":"5","startTime":2323.17,"endTime":2324.129,"body":"kind of cool."},{"speaker":"5","startTime":2324.13,"endTime":2325.509,"body":"Yeah. I'm happy to do that."},{"speaker":"5","startTime":2325.51,"endTime":2326.739,"body":"I didn't think I'd be that guy,"},{"speaker":"5","startTime":2327.79,"endTime":2329.229,"body":"but it's kind of interesting to to"},{"speaker":"5","startTime":2329.23,"endTime":2331.509,"body":"be able to bring"},{"speaker":"5","startTime":2331.51,"endTime":2333.489,"body":"people together"},{"speaker":"5","startTime":2333.49,"endTime":2334.299,"body":"to do this thing."},{"speaker":"5","startTime":2334.3,"endTime":2335.169,"body":"It's kind of it's kind of fun."},{"speaker":"5","startTime":2335.17,"endTime":2337.029,"body":"So that that's that's what I'm doing"},{"speaker":"5","startTime":2337.03,"endTime":2339.039,"body":"at the core is bringing people"},{"speaker":"5","startTime":2339.04,"endTime":2340.779,"body":"together to put cool shit out into"},{"speaker":"5","startTime":2340.78,"endTime":2342.219,"body":"the world."},{"speaker":"5","startTime":2342.22,"endTime":2344.259,"body":"And we just hope it catches"},{"speaker":"5","startTime":2344.26,"endTime":2346.319,"body":"on so that I can continue doing it,"},{"speaker":"5","startTime":2346.32,"endTime":2347.709,"body":"so I continue paying for this shit."},{"speaker":"5","startTime":2347.71,"endTime":2348.639,"body":"You know,"},{"speaker":"5","startTime":2348.64,"endTime":2349.929,"body":"what recommendations would you give"},{"speaker":"5","startTime":2349.93,"endTime":2351.759,"body":"to people who want to start a"},{"speaker":"5","startTime":2351.76,"endTime":2353.799,"body":"business thinking about"},{"speaker":"5","startTime":2353.8,"endTime":2355.539,"body":"it but are still just grinding away"},{"speaker":"5","startTime":2355.54,"endTime":2356.829,"body":"at their day job and not doing it?"},{"speaker":"5","startTime":2356.83,"endTime":2358.569,"body":"And, you know, for me personally, I"},{"speaker":"5","startTime":2358.57,"endTime":2360.339,"body":"was that guy, right, that if you"},{"speaker":"5","startTime":2360.34,"endTime":2361.329,"body":"grabbed a beer with I was like, I"},{"speaker":"5","startTime":2361.33,"endTime":2362.829,"body":"want to start my business."},{"speaker":"5","startTime":2362.83,"endTime":2364.659,"body":"And it took until I was out"},{"speaker":"5","startTime":2364.66,"endTime":2366.639,"body":"of a job to do it."},{"speaker":"5","startTime":2366.64,"endTime":2367.779,"body":"What would you recommend to somebody"},{"speaker":"5","startTime":2367.78,"endTime":2369.729,"body":"who's sitting there hoping"},{"speaker":"5","startTime":2369.73,"endTime":2371.049,"body":"to start their business?"},{"speaker":"5","startTime":2371.05,"endTime":2373.959,"body":"I would recommend"},{"speaker":"5","startTime":2373.96,"endTime":2374.96,"body":"two things."},{"speaker":"5","startTime":2376.01,"endTime":2378.049,"body":"One co-product"},{"speaker":"5","startTime":2378.05,"endTime":2379.969,"body":"overservice because of the product,"},{"speaker":"5","startTime":2379.97,"endTime":2382.369,"body":"of course, you can build a site and"},{"speaker":"5","startTime":2382.37,"endTime":2384.439,"body":"sell 24/7"},{"speaker":"5","startTime":2384.44,"endTime":2387.019,"body":"and then connect with the community,"},{"speaker":"5","startTime":2387.02,"endTime":2388.549,"body":"whether that's a small business"},{"speaker":"5","startTime":2388.55,"endTime":2390.439,"body":"entrepreneurship community or"},{"speaker":"5","startTime":2390.44,"endTime":2391.969,"body":"its alumni group."},{"speaker":"5","startTime":2391.97,"endTime":2394.339,"body":"Ah, it's a startup community."},{"speaker":"5","startTime":2394.34,"endTime":2397.129,"body":"I recently connected with"},{"speaker":"5","startTime":2397.13,"endTime":2399.199,"body":"a cultural online cultural community"},{"speaker":"5","startTime":2399.2,"endTime":2401.029,"body":"called CASA, which has a"},{"speaker":"5","startTime":2401.03,"endTime":2402.319,"body":"bunch of entrepreneurs and creatives"},{"speaker":"5","startTime":2402.32,"endTime":2404.299,"body":"in it that gather on slack."},{"speaker":"5","startTime":2404.3,"endTime":2406.249,"body":"And when I got started, they"},{"speaker":"5","startTime":2406.25,"endTime":2407.539,"body":"were kind of the folks in that group"},{"speaker":"5","startTime":2407.54,"endTime":2409.459,"body":"were foundational in"},{"speaker":"5","startTime":2409.46,"endTime":2411.739,"body":"sharing, buying,"},{"speaker":"5","startTime":2411.74,"endTime":2413.479,"body":"talking about and bringing it up."},{"speaker":"5","startTime":2413.48,"endTime":2415.499,"body":"And these are all people"},{"speaker":"5","startTime":2415.5,"endTime":2417.499,"body":"I most whom I've never"},{"speaker":"5","startTime":2417.5,"endTime":2419.389,"body":"met in person, who I've only"},{"speaker":"5","startTime":2419.39,"endTime":2421.839,"body":"gotten to know during the pandemic."},{"speaker":"5","startTime":2421.84,"endTime":2423.279,"body":"And if I do some quick and fast"},{"speaker":"5","startTime":2423.28,"endTime":2425.139,"body":"math, probably a good"},{"speaker":"5","startTime":2425.14,"endTime":2426.999,"body":"25 to 30 percent of my sales"},{"speaker":"5","startTime":2427.0,"endTime":2428.799,"body":"have come to this group of people"},{"speaker":"5","startTime":2428.8,"endTime":2430.899,"body":"who I don't even know"},{"speaker":"5","startTime":2430.9,"endTime":2433.509,"body":"like that. I'm saying so."},{"speaker":"5","startTime":2433.51,"endTime":2435.879,"body":"And I think a lot of us are"},{"speaker":"5","startTime":2435.88,"endTime":2436.929,"body":"even today."},{"speaker":"5","startTime":2436.93,"endTime":2437.829,"body":"I don't know if you're like this,"},{"speaker":"5","startTime":2437.83,"endTime":2439.689,"body":"but I just interacted with this dude"},{"speaker":"5","startTime":2439.69,"endTime":2441.669,"body":"who has a new salsa brand out of San"},{"speaker":"5","startTime":2441.67,"endTime":2443.679,"body":"Antonio, and that"},{"speaker":"5","startTime":2443.68,"endTime":2444.579,"body":"seemed like a product to me."},{"speaker":"5","startTime":2444.58,"endTime":2446.079,"body":"I was like and this is kind of maybe"},{"speaker":"5","startTime":2446.08,"endTime":2447.489,"body":"my messaging that I want to"},{"speaker":"5","startTime":2447.49,"endTime":2449.259,"body":"integrate moving forward in some"},{"speaker":"5","startTime":2449.26,"endTime":2451.029,"body":"way, which is there are a bunch of"},{"speaker":"5","startTime":2451.03,"endTime":2453.429,"body":"products that I buy that I'd much"},{"speaker":"5","startTime":2453.43,"endTime":2455.529,"body":"rather buy from people that I know"},{"speaker":"5","startTime":2455.53,"endTime":2457.569,"body":"are from brands that reflect"},{"speaker":"5","startTime":2457.57,"endTime":2459.309,"body":"my cultural values in some ways."},{"speaker":"5","startTime":2459.31,"endTime":2460.189,"body":"Absolutely."},{"speaker":"5","startTime":2460.19,"endTime":2461.289,"body":"And that's fucking deodorant."},{"speaker":"5","startTime":2461.29,"endTime":2462.879,"body":"That's that's hair gel."},{"speaker":"5","startTime":2462.88,"endTime":2463.929,"body":"That's coffee."},{"speaker":"5","startTime":2463.93,"endTime":2465.099,"body":"It's salsa."},{"speaker":"5","startTime":2465.1,"endTime":2466.209,"body":"And so if this dude saw this"},{"speaker":"5","startTime":2466.21,"endTime":2467.109,"body":"hopefully is good because I'll keep"},{"speaker":"5","startTime":2467.11,"endTime":2468.969,"body":"buying his salsa. But I'm kind of"},{"speaker":"5","startTime":2468.97,"endTime":2470.529,"body":"as a consumer on the consumer side,"},{"speaker":"5","startTime":2470.53,"endTime":2472.809,"body":"I think more of us are looking"},{"speaker":"5","startTime":2472.81,"endTime":2474.909,"body":"are looking to spend our money"},{"speaker":"5","startTime":2474.91,"endTime":2476.379,"body":"in ways that better reflect our"},{"speaker":"5","startTime":2476.38,"endTime":2477.249,"body":"values."},{"speaker":"5","startTime":2477.25,"endTime":2478.989,"body":"Absolutely. So build that product,"},{"speaker":"5","startTime":2478.99,"endTime":2480.889,"body":"build the community and buy"},{"speaker":"5","startTime":2480.89,"endTime":2482.019,"body":"from the people you know and love."},{"speaker":"5","startTime":2482.02,"endTime":2482.939,"body":"I love that."},{"speaker":"5","startTime":2482.94,"endTime":2484.509,"body":"So, Carlos, thank you so much."},{"speaker":"5","startTime":2484.51,"endTime":2485.709,"body":"This has been a super fun time"},{"speaker":"5","startTime":2485.71,"endTime":2486.609,"body":"talking to you."},{"speaker":"5","startTime":2486.61,"endTime":2488.139,"body":"If people want your coffee, where do"},{"speaker":"5","startTime":2488.14,"endTime":2489.549,"body":"they get it? They go to Misti."},{"speaker":"5","startTime":2489.55,"endTime":2492.159,"body":"So dark coffee."},{"speaker":"5","startTime":2492.16,"endTime":2493.899,"body":"And if you're in the San Gabriel"},{"speaker":"5","startTime":2493.9,"endTime":2496.209,"body":"Valley, hey, you"},{"speaker":"5","startTime":2496.21,"endTime":2497.289,"body":"get it online because but you're"},{"speaker":"5","startTime":2497.29,"endTime":2498.909,"body":"going to see it popping up in tire"},{"speaker":"5","startTime":2498.91,"endTime":2500.599,"body":"shops, wig shops."},{"speaker":"5","startTime":2500.6,"endTime":2502.239,"body":"I'ma try to get it in all these"},{"speaker":"5","startTime":2502.24,"endTime":2504.339,"body":"upscale locations"},{"speaker":"5","startTime":2504.34,"endTime":2504.519,"body":"now."},{"speaker":"5","startTime":2504.52,"endTime":2505.419,"body":"I love that man. Yeah."},{"speaker":"5","startTime":2505.42,"endTime":2507.849,"body":"I mean, to say it one more time,"},{"speaker":"5","startTime":2507.85,"endTime":2508.929,"body":"where can they get the coffee"},{"speaker":"5","startTime":2508.93,"endTime":2510.999,"body":"mestizo coffee with"},{"speaker":"5","startTime":2511.0,"endTime":2512.589,"body":"our coffee. And you can also find us"},{"speaker":"5","startTime":2512.59,"endTime":2514.539,"body":"on IG at Mestizo"},{"speaker":"5","startTime":2514.54,"endTime":2515.589,"body":"Coffee also."},{"speaker":"5","startTime":2515.59,"endTime":2517.429,"body":"Carlos, thank you so much."},{"speaker":"5","startTime":2517.43,"endTime":2518.43,"body":"Thank you, Matthew. Pleasure."},{"speaker":"5","startTime":2520.9,"endTime":2521.979,"body":"Thank you for listening to the"},{"speaker":"5","startTime":2521.98,"endTime":2524.289,"body":"change. It produced by Elena Wiedlin"},{"speaker":"5","startTime":2524.29,"endTime":2525.789,"body":"with original music by Rodney"},{"speaker":"5","startTime":2525.79,"endTime":2526.719,"body":"Heizer."},{"speaker":"5","startTime":2526.72,"endTime":2527.829,"body":"If you liked what you heard, we'd"},{"speaker":"5","startTime":2527.83,"endTime":2528.849,"body":"appreciate your support."},{"speaker":"5","startTime":2528.85,"endTime":2530.769,"body":"I like it sharing, leaving a comment"},{"speaker":"5","startTime":2530.77,"endTime":2532.809,"body":"and subscribing wherever you listen."},{"speaker":"5","startTime":2532.81,"endTime":2534.73,"body":"Thanks once again until next time."}]}