Stephen: Hey guys, welcome to another episode of the Digital Masters Podcast. Today we have on Dale Dupree and we’re going to be diving deep into his mission-driven company, the Sales Rebellion, and the community that surrounds it. It’s a group of people who are truly there for each other and support each other in life.
And then we’ll also dig into how he went about building his brand identity, how he wove in the story, the arts, the graphics, everything to build that personal brand and the brand behind the company. So let’s get into it.
Stephen: What’s going on Dale? Thanks for being on the show today.
Dale: I appreciate it. You got it, man. I appreciate you having me here.
Stephen: Yeah, for sure. The first place I came across you, actually before I met you through LinkedIn, I came across that epic video you guys have for the Sales Rebellion.
And I swear that’s the best video for a brand that I’ve ever seen. It explained where it came from, and the way you had your friend introducing everything, I just thought it was well done. It was cool.
Dale: Cool. Thanks. What’s cool about that is I did not script, write, record or help with that video at all. That was a gift that a student who is a friend gave me after I had helped him tremendously with his sales walk. He got the footage from my business partner and said, “Hey, just don’t ask questions, just get me this footage.”
And I really, truly believe that’s why it hits so hard, even when I watch it. It’s my experience with the person, and myself even. When I watch it, I feel driven by it. So I think that’s one thing, one of the tricks inside of, I shouldn’t even call it a trick.
One of the natural ways to create very abundant synergy between you and your audience is to do things that aren’t forced or scripted but to just have moments that are radically natural and authentic in a way. I think that’s what drives bad-to-the-bone marketing, bro.
Stephen: Yeah, because I see something like that, and then I’m, man, I want to replicate that for my brand. And that’s the catch 22.
If you try to replicate something like that, then it’s going to be manufactured and people can smell it. But at the same time, it does make me think. Instead of thinking, how can I replicate this? I start thinking, okay, how could I build a movement like that?
What’s at the center? It just makes me think differently. Because I’m an introverted dude at heart. One of the things I’ve been interested in, and probably why I’m interested in what you’ve been building, is getting outside of that and helping people grow and learn.
So you’ve built this amazing community, helping people on the sales side. But you help them with a lot more than that. There’s a bigger mission going on with the people that you’re helping, even helping them with family and all sorts of different things.
I’m curious, I know from your video, but a lot of people that are listening may not have seen it, although maybe a lot of them have, how did you go from salesman to community?
Dale: I don’t know that I ever was a salesperson. I would start there. At 17 years old, I got signed to a record label after doing a tour across the United States that was self-produced basically, and self-promoted.
It was our manager at the time, his name was Grant Lingerfelt, who made some dials, found some promoters, found a couple of bands to take the dive with us. He might have lied a little bit here and there. Yeah, we were just a bunch of kids trying to create something for ourselves.
And I don’t know about the lying part. He is a pretty honest dude. So I take that back.
Stephen: I’ll edit that out [both laugh].
Dale: Yeah, please. No, I hope he hears it. Because I love him. But again, the thought being like a lot of us in the beginning, we fake it until we make it, right? But after that tour, after 50 days of doing it yourself, and the sweat and the tears we put into that bad boy, we’d show up to a show one night where you know that he’s clawed and scratched to get us into the venue.
And did everything he possibly could. And we had to end up playing next door to nobody. Those were some of the best nights in my life, where five people came out and we changed their lives. Because they got to hang out with a bunch of guys that were from Orlando on tour in the middle of Kansas City.
And they thought that was rockstar status. It didn’t matter if it was in front of 10,000 people or 10, that you were living this life that they wanted and desired for themselves. And I recognized in those moments that we all see the world so much differently.
A lot of people look at me as the leader of The Sales Rebellion and they think, Oh you must have been a salesperson your whole career. And now you’re trying to teach other people.
I believe that everybody is in sales. So of course I believe that I’ve been in sales from that perspective. But I’ve always been just a guy trying to have a ton of friends across the world. That’s my goal in life. I want to die and they have to bury me in a field so big that it can’t even hold all the people that show up, and not from the perspective of popularity.
From the perspective of being able to create and build a legacy that then lives on. And those people that are there, that they all know each other, not just me, and that they’re all hugging on each other and catching up and saying, Hey, it’s great to see you. Even if they only met one time ever, that they feel like family within the community that we do build and that I do build, and that I’ve been building because what’s most important to me in this world is people.
And so sales comes second, from that perspective. Shoot, it probably comes third or fourth behind God and my family, bro, from that perspective as well. And so if I’m being honest, I truly don’t like sales from the perspective of the way that the world perceives it. That’s why I started a rebellion because we got to get rid of it.
So my origins are that of servant leader, which was built into my very existence from my father. I wasn’t born that way. It was cultured into me.
My natural origin is entertainer. The wild kid that would do whatever anybody asks him to do for a cigarette and 10 bucks.
And I quit smoking by the way if anybody was wondering after that statement. But the point being that for me, it was never really about sales as much as it was about the impact that I was creating out of the people more so than anything. And that’s what cultured me to become what I am today.
Stephen: Gotcha. So your skills as a community builder, from your perspective, you’ve been building those your whole life.
Dale: I would agree with that wholeheartedly.
Stephen: What would you say to somebody like me? Who’s, I want to do something like that. I think I’m figuring it out, getting my legs a little bit, but for someone that hasn’t had that experience that you’ve had like you’ve been indoctrinated your whole life. What would be some things that you would say to someone like me?
Like, Hey, this is how you might go about thinking about some of this, or these are some of the core concepts that you might want to start adopting into your life that could help foster something like that.
One of the most key ingredients to the whole concept is awareness. So you want to build something, right? I always sat back when I would say to myself, I want to start my own company, I would question myself and my motives and go, Do you want to start your own company for you, or something bigger than you?
Because nobody cares that I wanted to start my own company. Like nobody cared. Nobody cares now. Like it’s all there is. So the only person that truly cares is me. No one cares as much as me, at least if somebody does say they care, they don’t care as I do. And so we have to sit back and we have to understand awareness.
If I want to build this company, and I want to start this movement, and I want people to buy into it, I can’t sit around and say, What would I want? How would I buy into it? I have to say, Who am I serving? And what does the demographic look like? How many different cultures am I speaking into?
What am I going to be? Somebody that’s more inclusive or exclusive based on the audience? How do I do that based on the audience? We build from the outside, in my opinion, as community organizers, if you will, from the perspective of The Rebellion and others that are like it out there.
Here’s the problem. I think that a lot of people build these big communities in hopes of becoming extremely wealthy. It’s probably the bluntest way to put it right there. The second most important ingredient outside of awareness is that you lower all expectations for yourself in what you’re building.
Your expectations have to solely rest on others’ happiness. On the way that they interact with and use your community to gain their success. You have to step out of the picture.
And because of that, there’s a lot of things that you let go of in those moments as well. In some instances, it’s the idea of instant success or success in the way that you’ve been thinking that you’re going to have it.
I will say that I never sat around and thought to myself in 2010, which was my first extremely successful year as a sales rep (I was coming off the back of 2009, which was heading in the right direction) that I finally hit my yearly goals in my second year in sales. But my third year in sales in 2010 was ridiculous.
When I started looking at my bank account in 2012 and seeing checks for 20, $30,000 at the end of the month, hitting it for commissions, and then checks for 50 and $60,000 later on after that, I starting to sit back and recognize, Whoa, I know that I have tapped into something different for myself because I had no expectation of those things on the monetary side of it whatsoever.
But then my focus was on the success of the community that I was building and the people that I was serving as the Copier Warrior back in those days. Because I took something like a transactional process behind buying a copy machine, and a commodity at the same time, and built something massive around it.
From the perspective of the alliances with the people from the marketplace, when I saw the success that came out of that, it blew my mind. I thought this wasn’t even supposed to happen this way.
Stephen: A question on that. You’re selling copiers and you’re using the word community.
I think “community” gets used in a lot of different ways. Like how do you mean community there? I know what you have now in terms of your community, but what was that community like? Who was it made up of?
Dale: It was a list of 550 people. And it started that this was in my CRM. A sales rep would call it a territory. And I sat back and told myself, I will never kneel to the mindset of the typical sales individual and the way that leadership tells us to look at these things. I will not kneel to things like this. These are not numbers. This is not my CRM. This is a relationship tool, and this is a community that I’m serving.
I had to sit back and recognize those things for myself and those members and say, Okay, are you selling copiers to people or robots, is the first question. And by answering that question for myself, I was able to connect better with that community.
And suddenly when you sell a coffee machine to Alan Olden at Bristow Academy, a helicopter flight school that was global in Titusville, Florida at the Titusville Airport, which nobody knows about, it’s more than just this account that you sold a copier to. It becomes something that’s living and breathing.
Suddenly the men at that organization, women at that organization become family to you. And the leader starts showing up at things like the Economic Development Commission meetings because they recognize the impact that they can have and that it can have on them as well. Something that a guy that sold them copiers is opening them up to.
In the same mindset, I could sell to the 30-year-old business around the corner, that was a mom and pop outfit, owned by dad and left to the daughters, that was doing a couple of million dollars a year as opposed to a global business, and do the same thing.
In a little bit of a different fashion, they would show up to things like the open house where we would throw a big barbecue and just fellowship and have the community over and enjoy and revel in relationships.
And maybe that only happened once a year that you saw those people. Maybe you saw them two or three times throughout the year when you just stopped by to say, Hey. This idea that the salesperson can only stop by when they’re trying to set an appointment or sell something is ridiculous. It’s bullocks, for all my English friends that are listening.
The thought process for me is that if we stopped looking at people as transactions and looking at a job as a transactional thing, that immediate community can be born in those moments. And it doesn’t have to be this thing that you’ve got David once a year to get everybody together to watch Jimmy Buffet on some kind of projector that you put in the backyard. That doesn’t have to be what it is.
It can be a myriad of things. It can be cleaning trash out of the lagoon. It can be going to city hall meetings. As it can be serving a not-for-profit in the area and giving back to kids that are unfortunate and are underprivileged inside of our society. There’s a lot of things the community can come together to create.
It can be beers once a quarter on a Friday night at the local brewery to nerd out over things, the beautiful tastes and aromas that are created in a place like that. Not just, Let’s go get drunk and drive home. It can be something more meaningful and impactful, but we have to take it there.
Stephen: Yeah, that’s cool. That’s cool. You made something so deep out of it, and I guess it just took a little longer to build that out, but then for everyone involved, it was, yeah, it’s a lot more meaningful.
Dale: I’ll tell you, bro, that, and not to get so deep on the subject or elongate the subject, but it was fast, dude.
And this is why I was fast. Because my dad had spent 30 years in the fricking territory, like doing his thing the same way. So when I said my name, Are you Curtis’s son? Yeah.
So number one, you are doing that right now. Every day, you listening right now, you’re out there building that for your kids coming up behind you, or your nieces or nephews if you don’t have kids or the people you’re mentoring that are younger than you. You’re doing the same freaking thing every day. You have to take pride in that immediately.
But the other side of it is that even in places where my dad didn’t have those connections and that I had the old boy network that I had to click into and destroy, that’s what I had to do. I was willing to risk and I dared to do the mighty things in life that we’re all afraid to do.
I wasn’t afraid to get somebody ticked off at the way that I cold call them, by doing something like leaving an empty box of donuts and saying, Hey, these are for you. Sorry. There’s none left. I’ve been waiting weeks to hear back from you. This is my cell phone number, though. If you want to set something up, I’ll bring a full box over.
And because I wasn’t afraid to do things like that, I broke into places faster. Within, five years from 2012 to 2017, bro, that company that I represented went from 8 million to 25 million. I was the top rep every year.
I was doing nothing but a million plus of net new business. Nobody else did those kinds of numbers. Companies in general don’t do those kinds of numbers. So we were a unicorn in those moments. It didn’t take long, man, but it was that I didn’t expect that it would be quick.
I expected that this is going to take time. It’s going to take a lot of effort. And because of that, things happened faster for us because we put less pressure on ourselves.
Stephen: No. That’s cool. So there was patience that you had. That’s another thing I’m working on right now, too, man. Patience is weird. When you’re patient, you can move a lot faster.
So it was a mixture of creativity and how you made new connections, and then the mixture of the general attitude of how you brought these people together.
Dale: I’d say that creativity is that third ingredient inside of everything that we’ve been talking about. I would say that patience is that fourth ingredient, for sure. We hit on a lot of ingredients just now.
But I think that those are the pieces of the puzzle that we have to lock in. Everybody loves creativity, even the most uncreative people because it makes them feel something. We call it the awakening.
What happens in those moments is that it causes a sense of wonder in people, which is like our childhood, bro. It doesn’t matter what kind of kid you were, introvert, extrovert, ambivert. You don’t develop that stuff until later. Anyway, you might have a particular style, and your older brother might be much louder than you, but that doesn’t mean that you can’t get down.
Stephen: No, I got ya.
Dale: Because as kids, bro, we’re willing to risk, even if we’re afraid of it. We’re like, Will you hold my hand? Will you do it with me? I’ll do it if you’ll do it with me. There is this sense of wonder that we have as children, right?
We all have it inherently, then we walk away from it and we tend to forget those things, right? Which is the simple fact that all humans learn everything the same way. We just process it differently as we get older and as we change and whatnot.
But all humans learn things and experience things the same way, with these hands, with these eyes, with this mouth, with this nose, with these ears. And again, some of us might not have the same privileges in regards to those things I just talked about, but we all learn the same way.
And because we disconnect from that, we make things so difficult. Then you have to go buy 90 click funnels to figure out what your click funnel is going to look like to sell to nobody for the first year because you can’t figure out why nobody’s buying your stuff. “But I made this. It’s so good.” We don’t speak to people the way they need to be spoken to.
Stephen: Yeah. Yeah. I’ve gone through a lot of that myself, just making things way, way too complicated. It’s interesting. Have you ever heard of RevGenius?
Dale: Yeah. Yeah.
Stephen: So I had Jared on, the co-founder, and we were talking about community. The way you talk about it is a lot the same way that he does when I was asking these questions. One of the things that was cool was after we finished the podcast, he took a little time to talk to me about what I was trying to do outside of my business.
He brought up an interesting point. A lot of the time when people are building these communities, they’re not building a community. They’re just building something that’s under them. I think he said it was like “God mode,” where, are you trying to be the God of all these people?
Or are you trying to create a place where there are all these different types of people at all different levels that can help each other? You can almost step away because you aren’t even the one who…it’s not like you are the person that has all the skills to make it all happen.
The community itself lives and breathes without you.
Dale: Your personal brand becomes in those moments a transcending of the thing that you’ve built. Not to be better than it, but to be so thick in it, that you become part of the ecosystem. That’s your personal brand inside of your movement and your community that you’re building.
So it puts you actually on the same level as the people of the [quote unquote] “lower level,” or the way that they would look at it. So you look at a guy like Gary Vee, and even though a lot of people worship him, he shows up in his wine store and just chills and hangs out with you and talks to you.
That’s why people love him. Sure, he has a driver and a couple of things that a lot of us aren’t privileged to have. He’s got money too, but you don’t see it on his wrist. You don’t see it in his clothing. You don’t see it in his look in general, right?
He doesn’t flash that stuff around, like some other people that are out there doing the same type of stuff. Because he recognizes and he realizes that the thing that will keep him connected with people is to continue to motivate them by being part of the group and the community that he’s built in the first place, and is still building.
Which is to tell people who don’t believe that they can do anything with their lives, that you’re lying to yourself. Simple message.
It’s very important to make sure that you’re not becoming one of these people. I won’t say any names just because I don’t know who listens to your podcast. I don’t want to offend anybody, but if you hit me up privately, I talk about it all day long or inside of our communities.
It’s not even about being in disagreement with these people. It’s just being in agreement with the truth and recognizing the smoke and mirrors and the law of man. Sitting back and saying we don’t need to be taken advantage of anymore. As sales professionals, especially we need to know that we are the only person that controls our destiny.
The reason that we are alive, and the reason that we are on this earth, is because in the first place we have a calling. There is a purpose in our lives and somebody else doesn’t magically get you to those places. Sure. They can motivate you. I hope to motivate people. I hope to give people a breath of fresh air.
I hope to give them when they hear my words, the thought, I want to be like that, to some extent. Not my flesh or anything strange like Silence of the Lambs [laughter], but the thought being that enough of your intrinsic value shows, your passions, your skills, your network, the things that make you, that you show up in those moments enough for someone to say,
Hey, I can do that. I believe in these same things when it comes to passion or when it comes to skill sets. I know I can do these same things. I have acumen. I have the ability to be able to sit back and do the same kind of things that Dale was talking about. I just have never taken the time to do it.
And once you’ve done it, then you’re past me. You don’t need me anymore. You just can come back to my community and meet more people and be a part of it forever. That’s the thought process.
Stephen: Yeah. That’s awesome. I think this kind of speaks to what you were talking about with all the click funnels and people overcomplicating it. It doesn’t sound like a marketing question, but I think it is. Why do you think so many people are out there…
This is just the feeling I get being online, being on social media, which I wasn’t on as much before starting the business that I’m doing now. But why do you think so many people are looking for so much more meaning in their lives beyond their careers? Why are they looking? It seems like people are looking for more these days.
Dale: I’ve got a couple of big thoughts behind it, but I’ll condense them down to one, just one line of thought. If you look back 80 years, people didn’t have access to the world the way that we do now.
If you got on a plane and you were a white, wealthy American, and you went to Asia, you didn’t go to places where you met people that made less than a penny a day in comparison to your wealth, right? You didn’t experience their cultures. You didn’t sit at their tables and eat their food. You didn’t even know that most of that stuff existed. And maybe you did, but you knew that you didn’t have to be a part of it.
So you stayed away from it altogether, right? And in the year 2021, you don’t have to stay away from it anymore. You can see it on YouTube. You can watch it on the daily news in some cases, what’s happening in the world. You can start to sit back and recognize and realize that your little bubble and your small town, or even your big town, are much smaller than you even recognize in the first place.
The things that might’ve been held up on a pedestal over time and shown to you as, This is the way, this is what you should worship, this is who you should become, it’s very easy for us to look around and figure out, it’s not that we’ve been lied to, but that there’s much more to life.
These people that have had success before us, it wasn’t that they found a niche and they became this multi-millionaire because they love a product. It’s because of their networks, man. It was because of their relationships. Their wealth was truly in relationships, more so than anything else.
Think about the Shriners. Think about all these groups that are old school groups. We could look at them and be like, how do you get hundreds of thousands of extremely wealthy men together and start a group like that? That happens by going out to mingling and mixing it up and people meeting other cultures and being very diverse in the way that they think.
We don’t have the same herd mentality of 80 years ago. Instead, we have a new herd mentality, but it’s much more awake than it was 80 years ago. It recognizes what’s truly out there. It sees that there’s more. And so it desires that, and it also recognizes too, like how precious life is.
Compared to decades and centuries ago, even in some cases, the way that man has always conquered itself and treated itself like garbage in general. You can watch on Netflix what my grandpa and your grandpa probably went through in World War II. We can watch, but we can’t even fathom the things that happened.
Once we start to learn about it, like on TV, we can look at this, the lying and manipulation and war and torment, terror and killing, and this is disgusting. I hate this suddenly.
It makes us think differently about things like politics. It makes us think differently about people that are dictators in the world and how the mindset of somebody and the things that they speak, that it’s dangerous to an extent as well.
And because we are a [quote unquote] “woke” nation now, this is what millennials and the Gen Z-ers would say, right? We have taken a new stance on the way that we want to live our lives altogether.
Stephen: Yeah. And that also brings up a whole other thing. It’s like now you see all the different possibilities, but now we need help in figuring all those different things out.
So just getting a job isn’t enough anymore. We need all these different people, which I think is the cool part about it. Now you see all these different professionals and leaders niching down to the types of people that they can help the best. And then those people that want to work with those types of people can find them.
But it does seem like people need more help. We have more options, but at the same time we now also need more help, in a way.
Dale: You’re right. We do need more help because all of this information doesn’t necessarily get us what we want. It just steers us in a direction.
And a lot of times the direction can be false. Just the same too, we can fall victim to the same thing that I’m saying we’ve just come out of. Through things like social media and because of the influence that people can have over us in the world, and not just in our communities. Somebody 5,000 miles away can dictate the way that you live your life just by getting your buy-in, through click funnel ads, or whatever it is. So you’re dead on.
Stephen: Yeah. Powerful stuff, man. You have to be careful.
I feel like this next topic is very surface level compared to some of this deep stuff. But in terms of your brand identity, the way it looks visually, the videos, everything, how did that come together? Out of all the different coaching platform companies, I feel like yours is one of the best in terms of how it all just comes together.
I know that that original video came from a friend helping you out, but what was the process you went through to tie all that together? Your story, the graphic artist, the video guy, how did you pull all that together to create such a unique thing?
Dale: Yeah. One of the big pieces I think that I can go back to is that the community that I had built as the Copier Warrior is the same community that I have today. Really.
It’s just evolved to now I sell sales training and not copying machines. And all the time that I was selling copying machines, I was helping people. That hasn’t changed. Maybe somebody hires me for sales training, and then in the process, they become sober. Or they fix a problem with their spouse that they’ve been having for many years.
Those things come naturally through the process of what we’ve built and what we’re building. We think even if it’s a surface-level question like you said, the way that we build it on the surface goes so deep, it penetrates.
So when someone for example, when someone sees the look of my company, in general, it’s not that I sat back and said, I love this. I do love it. Don’t get me wrong. But I said…
Stephen: No, I get that. And that’s what’s cool about it. But I’m wondering, did you have somebody like a graphic artist that you loved who came in and talked with you about how it worked and you guys went back and forth on it, you told him the story and he came up with concepts? I’m wondering about the nuts and bolts of the artwork and the videos, etc.
Dale: So she tied into me and recognized and understood the stories that I’m telling you. It wasn’t just, Hey, I want this eighties look. It was why do we want it? And we talked about nostalgia.
We talked about when someone sees these things, especially those from my generation, which is the generation that I want to speak to, and I believed at the time, which I was dead on about, that the coming generations, were going to have this dip back into the past of the eighties and the nineties.
So when you see the triangles and you see the neon lights and the colors and all of the symbols that we use, like DeLoreans, all souped-up, all the little things that we do to create an emotional reaction from people, it all comes from this place of getting extremely deep with another human being.
Then, to be quite frank with you, I’m a very spiritual person. I believe that through divinity I’ve always been brought the other people that showed up. So the people that helped with the video were the same people that did my Copier Warrior videos that we’ve put out so far, in the beginning, but now we have a young man named Rafe who is a genius.
He speaks the language, not just to me, but of the people that want to be a part of the rebellion. They believe there’s something bigger than just a commission check out there waiting for them from a sales perspective. They believe in the narrative that we are building of purpose-driven lifestyles and community concepts.
So when you build the brand, you have to be thinking, what does it look like in 10 years? And how do I do it from the perspective of… I could sit here and say all day that, Oh, cool. It looks good. And the colors are great and it gives people a pretty fun little experience. And then they pay $999.
But the bigger thought is, okay, they put in $999, and two months later, three months later, they stop and they go away. How do I get people to feel a connection through these things?
So I had the storytelling methodology and what we created was pivotal through the process of getting with a brand designer, and getting with graphic arts people, and getting with the folks that had been brought into my life to be able to help us produce these things, and then speak the language of our buyer more than anything else.
Stephen: Yeah. That must have been a fun process when you guys were all together. Did you put those finishing touches together after you had already started to build out the company? Did you have a proof of concept running or did you incorporate that brand stuff early?
Dale: I had kind of proof of these concepts at an early spot in my career, where this was one of my business cards that I used to pass out as the Copier Warrior. I used essentially the look of a street fighter game or the street fighter itself on the front. I’m fighting a copy machine with a sword.
Stephen: By the way, I’m really good at Street Fighter.
Dale: Let’s go, bro. I’m ready.
So then it translated into more of this very retro, very eighties feel, and there’s not much of a difference to be quite frank with you, right?
It really isn’t. The identity of what we’ve built, at its core, will always be the same from that perspective, right? It will always be this thing that makes you feel a sense of nostalgia and have this different perspective in general, around what it is that’s happening to you when you go through it and view it.
So again, when we built it, dude, you would have nerded out. You would have absolutely nerded out. Because while having all these people, (this is something that I recognize for myself and that I recommend for anybody), even though I was paying people to do these things for me, to be part of this brand process, I still had another guy that was a guru in my life, that helped me develop my personal brand in 2007, that’s never left my side, even though he doesn’t do personal branding anymore.
I was on the phone with him every freaking second of the process and saying, Here’s the storyboard. Here’s the visual. What do you think? Are we hitting the right emotions? Are we translating this correctly? So throughout the process, I had my wizard through it as well.
I love what I do and I believe that I’m good at marketing. But if you’re the smartest person in the room, you’re in the wrong freaking room. Get out. So always keep the people around you that are going to be able to elevate you even further. You don’t need to be the person up here making the decisions on things like this.
You just need to be the person that is helping to guide the hands of those that are crafting it from the perspective of what it is that you want the brand to translate to people. And then having accountability at that level on top of it and having the person you’d go to and say I really like this, but do you hate it? [laughter]
And having some conversations, that’s how you do it.
Stephen: It’s cool that you knew to invest in that like you knew that those were all things that were going to be worthwhile. So yeah, that’s an interesting story. That’s the next piece I want to jump into. I feel like the main thing holding me back right now is I don’t have the right…
I don’t know who I can trust to help me with that stuff because it’s definitely out of my wheelhouse to build out that brand identity, with the visuals and all that kind of stuff. But I’m excited to find those people and go in and figure it out. Because I want to do something like you did, man. It’s awesome what you all did.
So I appreciate you being on. This is awesome. Appreciate you spending the time. And I know you’re busy. Very much appreciate you being on the show, man.
Dale: Yeah, man, I appreciate you having me. It means a lot.
Reach out to Dale: