S913 - Why You Should Always Rock Your Own Brand, Not Someone Else's. Mastering Media Lessons from a Growth Strategist!! #ShitHappens

Growth strategy consultant S.A Grant joins the podcast to reveal the secrets behind building a personal brand empire that stands out in today's saturated media landscape. The conversation begins with a powerful challenge: why pay premium prices for someone else's brand when you could invest in your own? S.A explains the four critical types of branding—personal, business, service, and product—using Apple as the perfect example of how these elements work together to create a recognizable empire.

The discussion takes an unexpected turn when S.A shares his audacious goal of purchasing streaming platform Tubi for $200 million, explaining how his current media ventures are building toward this seemingly impossible dream. "Why not shoot for the stars?" he asks, challenging listeners to think bigger about their own ambitions rather than settling for modest goals.

Content creators will find a particular value in S.A's ingenious approach to content recycling. Rather than constantly creating new material, he explains how repurposing content strategically allows entrepreneurs to reach different segments of their audience by reposting at different times and days. This maximizes impact while reducing burnout—making 24 hours feel like 72 through smart automation.

Perhaps most compelling is the emphasis on authenticity across all platforms. S.A argues that maintaining consistency in who you are online and offline creates the trust necessary for sustainable growth. Juggling different personas across contexts creates unnecessary mental strain, while being genuinely yourself everywhere builds credibility with audiences.

Whether you're just starting your brand journey or looking to scale your existing media presence, this episode delivers actionable strategies for building a cohesive media empire where everything—from podcasts to merchandise to internet radio—works together as an interconnected ecosystem. Subscribe now and start implementing these proven growth strategies in your own business today.

To stay connected with S.A Grant; https://bossuncaged.com/

Chapters

• 0:00 Introduction to Mentor Relationship
• 4:10 The Four Types of Branding
• 7:55 Branding on a Budget
• 14:20 Media Empire Building Strategies
• 24:10 The Vision to Buy Tubi
• 29:00 Automation and Content Recycling
• 36:10 Personal vs Business Content
• 41:39 Authenticity in Media
• 43:45 Boston Cage Future Plans

Transcript

Speaker 1: 0:00

And I was just like dude, if I can get my hands on that, what I'm doing with Boston Cage and unite those two bad boys together. First of all, I got to fix their audio. Like their audio completely sucks. But besides, the audio like the content talks to the, to the, to the demographic, but unfortunately it's not owned by the demographic, so I think it is missing some of some things that it can definitely grow into. So I was like why not? Why not shoot for the damn stars? Why would I say I want to buy something for a hundred dollars? I want to buy something for like $200 million? It's a real thing that can happen if you stay and stick to it and aim for that goal. And I'm building all these different media outlets to get me to the point to where Shit happens to you and me.

Speaker 2: 0:42

It doesn't matter if you're a wizard, a king or a queen, even if you are magic, you've got to agree it's worth it to talk shit out, no matter how messy Shit happens.

Speaker 3: 1:14

Shit happens. Just an FYI, this episode was recorded live February of 2024, and it is now April of 2025. But what better episode to follow last episode, which was episode 12 with Holly, than one with my very own mentor? Enjoy. Also, thank you to 25,000 downloads which we just reached this past Monday.

Speaker 2: 1:48

Woohoo, hello, hello, hello. Look at me being caught on live trying to get myself together. Hey everybody, welcome to Shit Happens where shit happens. Oh shit, I'm trying to learn this shit. Y'all don't mind me, I'm still learning this shit, okay? They say. Chris says start ugly. So we're going to start ugly and we're going to get better together, and now I'm going to go ahead and bring this guest of mine today. He's my mentor. I love this man and I love everything that he's doing, and y'all need to learn some shit from him. So hello, hello and say welcome to Shit Happens, what up.

Speaker 1: 2:33

Yeah, the greatest title ever Shit Happens. I can just picture it visually. When I close my eyes, I wake up in the morning and I'm just like yo, shit happens, man Bro.

Speaker 2: 2:47

Right Like yesterday when I had to do my my six o'clock. So my my mom showed up, was supposed to move yesterday, didn't work out. Again shit happens. And so I was in the car hoping I'll get to the place by six o'clock so I can do my life. But I it didn't, so I had to do it on the uber. We were in the uber, I had to tell the uber driver turn off the radio. I told my mom, like shut up, you ain't gonna talk. And I was going and I was like. I was like I mean, shit happens, right, I'm like 100, facts 100 doing a say.

Speaker 1: 3:16

It's been a minute it has been a minute, man, I'm cracked out on coffee. I got a lot of shit going on today. You know it's friday, so friday is my day when I kind of do things behind the scenes. So that's what I got going on right now.

Speaker 2: 3:27

I know I love it. I love thinking how to hit your spot on Fridays, so I can't wait to do that again. So, essie, yes, you are from from. I remember the first when I met you. We were talking and you looked at me and you're like why the fuck aren't you rocking a brand? And and that shit sat with me. And since then I've been nothing. But I mean, it is the Stanley, but it's still my brand. Since then, every time I'm wearing something, unless I'm rocking, you know, boston Caged or somebody I'm like why aren't I rocking my shit? And it's like a light tube went up where it was like for real. Instead of spending that money buying people's shit, I should be spending that money creating my own shit and wearing it, because how else are people going to about it? Right?

Speaker 2: 4:26

100 so what got you so big in in branding? Because I mean, look at if you are here live watching us. Have you seen that back? And that's nothing, because I have been to his studio and that's half of the shit. So what got you into brand like branding sleep on branding, especially on the match. You are like having their own shit. So what got you?

Speaker 1: 4:51

because you rock your own shit, everything is boss and cage yeah, I mean, I think I think if you're going to build a business and it's based upon the stages of where you are, you're starting a new corporation. It's always more difficult for that corporation to get any shine until people it becomes a household name. So part of that is branding one-on-one, and I always teach people about there's four types of branding, right. There's a personal brand, there's a business brand, there's a service brand and there's a product brand. And then I use Apple as an example. Right, steve Jobs. Everyone knows Steve Jobs. Steve Jobs could walk into your house right now. You'd be like, holy shit, steve Jobs. If somebody gets a brand new Apple computer, you're like, oh shit, they got a brand new Apple computer. Somebody got an Apple phone, somebody using iTunes Again, that's what branding is really about.

Speaker 1: 5:34

So, stage one why would you pay a premium for somebody else's brand that doesn't know you exist, that doesn't support you, that doesn't put food on your damn table, that doesn't support you, that doesn't put food on your damn table, that doesn't do anything for you, just for bragging rights? I put a middle finger up to that and I'm just like yo. You got to rock your brand day in and day out until that brand becomes somebody else's. Holy shit, I gotta buy that brand, I gotta wear that brand.

Speaker 2: 5:56

And you just keep doing it like that, because, again, that's what branding is really about I love that and, um, that's so true because literally since then, like even my Nikes I have Nikes with Toxia, with Pete and at Port Fence. When I was at Port Fence, everybody was like, even when I went to Afros and Argyle, now a lot of people know me because I was literally walking around with my brand on me everywhere. So even before they see me, they see that logo or they see that sign and now they know it's like the awareness becomes even bigger 100%, 100% and that's the way to do it too.

Speaker 1: 6:33

I mean, you ever think about it from the standpoint like pricing wise? If you're going to go buy a hoodie or you're going to buy a t-shirt, you're going to buy anything. You can get that same exact thing designed for yourself for the same cost, if not less, and then obviously it's a write-off as well. So, technically speaking, you can get a 10 times cheaper than if you were buying someone else's brand. So it only makes logical sense for any startup, any company, any podcast, any media outlet to rock their brand. And you could look at TV and you can see that right, you can see that commercially people that are broadcasting their brand. It's night and day difference between someone that doesn't have their brand. You try to figure out well, who are they, what company they are.

Speaker 2: 7:12

But if you're looking at a video and that brand is right there, subconsciously you're going to constantly keep looking at that logo and eventually you're going to memorize it Now, speaking of that, because you literally said something that we're going to get into, which is so important, and I've always wanted to ask you, but I feel like this is the perfect time because I need other people to hear it, because there's so many people like me over there who are financially struggling, right, but we also want to really build our brand and we know it's not cheap as well, right, trying to get everything in your brand, and some either it's cheaper to buy in bulk, some it's cheaper to there are all these different companies, so how would you, for a person who is financially struggling, did we lose that thing?

Speaker 1: 7:58

That was random.

Speaker 2: 8:03

Shit happens 100% facts but that's the beauty about being a podcaster. We understand technology as much as you want it to be perfect. Shit happens sometimes, so it is what it is. But so how would you like for us who, financially struggling or paycheck to paycheck, we're still trying to make our lives financially work without the extra needs? What best ways would we go about branding ourselves?

Speaker 1: 8:37

Well, I mean you're talking about like branding, with monetization and so many different strategies to that. I would just think about thinking outside the box. Obviously, before you could think outside the box, you have to see what everyone else is doing. So if you're talking about podcasting and you're talking about branding, by default most people are trying to make money by selling ad spots. But there's alternative routes to make money and do the same thing without necessarily selling ad spots. You can technically do ad spots for yourself. Like I would say that's the low-hanging fruit. If you have merchandise, if you have services, if you have courses, anything that you have that you're selling to clients right now, why don't you then create that commercial for your podcast and lead with that before you even try to sell the ad spots? Because, again, if you have listeners, those listeners will eventually then convert into purchasing your products the more and more they listen.

Speaker 2: 9:24

So that's step one yeah, I'm grateful for that, but what I was actually trying to ask, like you see your stuff in the back, you have books backpacks, you have notebooks, you have hats, shoes, like all that cost money to create.

Speaker 1: 9:46

Yeah, I mean money or time, right?

Speaker 1: 9:48

So I mean they're parallel to each other. Luckily for me, I have a design background, so for me to design something like literally, it's kind of like somebody wakes up in the morning and they meditate I wake up in the morning and take 15 minutes and design something like that's just the way I do it. Right, but ideally, if you don't have that design um gumption, you could easily then take your brand and think about it from the standpoint of hiring someone for really cheap through fiverr to make some designs for you and even upload it directly to whatever platform you want. So there's different ways of doing it and you could learn how to design as well and keep things very simple, much like what you've done. You have your logo, you have your and you're just sticking that on top of different things that you like to wear, first of all, things that you like to drink from, second of all, and then, ideally, if you're using it on your podcast, then people will see you using it. And then the next thing is like where do I get it?

Speaker 2: 10:36

And you mentioned something also over there because you are really the king of design. Like. He's really the king of design. Like. Every time I see a post for all y'all who follow him on Instagram. I mean, facebook is very, his presence is very. If you are not on Facebook, you should, but I see all the creativity in your posts. Right, it's not just a normal post. It makes me stop and want to read because it's like oh my God, your presence on Facebook is so wide, like there's no day. I go and say how do you make your presence happen for us who are still learning to put our presence on social media? How do we accumulate that?

Speaker 1: 11:25

I think the first thing that most people that create content forget about is their old content. They forget about repurposing content. So if you're looking at my posts and understanding the way the algorithm works, let's say, if I have 10,000 people following me on Facebook and I make a post on Monday, out of that 10,000, maybe maybe 100 people will see that post. So think about that. If I'm posting Monday at 9 a, maybe maybe 100 people will see that post. So think about that. If I'm posting Monday at 9 am, 100 people will see it.

Speaker 1: 11:49

What would it look like if I post that post three weeks later, on a Tuesday at 10 am, and then post it again three months later on a Wednesday at 4 pm? So that's what I've done. I've created enough content to where I recycle it on automation and repost it, and then I keep creating enough content to where I recycle it on automation and repost it, and then I keep creating new content. So by the end of the day, when I'm said and done, I should be posting content like every 15 to 20 minutes every damn day, forever, because I'm recycling, reposting and creating new all the time.

Speaker 2: 12:17

And that's so true, literally. Me and Alex were sitting right next to him and we were like how?

Speaker 1: 12:23

are you? How is your content?

Speaker 2: 12:24

Like literally and he was sitting right next to him and we were like how are you, how is your content? Like, literally, and he was sitting right next to us. So I all get points. By the way, there's some comments over here. What's good? Shout out to Chris Torn y'all. Chris Torn is on here and he says that's facts, right there. You've got to get your audience used to hearing you recommend things for them, even if you created it yourself. 100, I feel like sometimes the thing that we are scared is either to brag about ourself or or like the call to action. Right, we're always talking about call to action. So instead of plugging in some people's shit, plugging your own shit, right?

Speaker 1: 13:01

100 like what I mean. Think about it. Everyone does it. Like prime example, I'm learning a new language on Duolingo and every night when I'm doing Duolingo I always look at their marketing and all literally nine out of 10 of their commercials on Duolingo is a Duolingo commercial. It's the most ingenious way of they don't have to pay for marketing. You're really using their app for free and then they're promoting their paid platform through the app. It's ingenious, but most people don't think like that. It was like I'm gonna pay for ads. I'm gonna do this in reality. If you have a platform, why would you not use your platform and that target audience to put your own personal ads in front of?

Speaker 2: 13:33

me. I know we all have 24 hours, but I feel like you have maybe extra hour from god. Do you have a deal plan with it, because you are doing so many things For all who doesn't know? Actually, this is something I'm very proud of because I haven't seen a lot of people do. I haven't seen anybody do Esa was the first person in this industry that I saw offering that the intern program that you did. You are doing the internet radio. You got the Boston Cage podcast. You have the foodies, not only the podcast, but the group, the event. You have the book club. You're about to take over Chumi and that's just all of it. I's just I know. So how do you do it all?

Speaker 1: 14:29

I just look at the strategies, man, like my first gift and curse was I was trying to build an enterprise-based company that was too stretched out, too thin. So, like when I had my stroke and I came back, I was, okay, I'm gonna build something major, something big. I'm going to do it all underneath one core keyword and that's media. So anything that you see me do today, like it may sound different, but if you look at it from a standpoint of media, it all falls under that umbrella. Like you said, books, publication, internet radio, podcast, tv all of that is simply media. So as long as media can go into it, you're going to see me eventually get into that space.

Speaker 1: 15:06

Like we was talking offline about, like my next thing I'm going to do with Internet radio All of that is 100 percent media. Like in the early days I was jumping into insurance and travel agent and I was just kind of like OK, I'm trying to kill myself. How do I redo that and use people for what they really want to do at scale and then apply everything media. So if somebody comes to me with a new idea and the idea has nothing to do with media, they're going to get a middle finger and it's going to move on because it has nothing to do with media, so I'm not going to do it.

Speaker 2: 15:35

I mean, you are no nonsense, straight up shooter, so what else can we say? But it's amazing because I watch you a lot. I don't know if I think I've told you once, but I watch and I learn a lot from you. Like, sometimes I have an issue with reading online. That's why I don't do. They call that not the audiobooks, but I have to have a book and paper to read.

Speaker 2: 16:06

But if I'm reading like a book online or a long post like, my eyes just go and then I'm just in like, so sometimes, even though I because your posts go, but they do go into detail and that's why I started reading them, because in the beginning I would just look at the image and read a few lines and then the deeper I went to reading, I started learning a lot. Like most of my growth has come from watching you and that's why I always say you're my mentor, because I watch, I listen, I apply where I don't, I always reach out when I can, when I have questions, and even the, the, the intern program. It wasn't meant for me. I still found my way inside there.

Speaker 1: 16:47

Yeah, yeah, and I definitely appreciate that and I will say you know, take advantage of stuff like that, because I mean, from the outside looking in, a regular user would be like internet radio isn't that thing dead? But again, I'm doing things a little bit differently and I'm making everything work together, so you're getting to see underneath the hood and understand why I'm doing it, how I'm doing it, and I don't leave anything undiscovered. Anything you want to know, I'm going to tell you.

Speaker 2: 17:10

I mean, you made me go buy a brand new laptop just because I was getting so frustrated. I've had issues with my laptop here. The technology has not been on my side, but that was my only barrier into achieving what I wanted to achieve with that. But I I got this because I was like yo, no, I'm not missing up on that opportunities like this, and I feel like that's why some of us don't grow. You know, in these industries, whether you are, you don't need like.

Speaker 2: 17:41

When I started podcasting, I didn't know shit about it, but right now I can literally tell, tell myself, to a certain point I'm an expert at certain shit because of all the shit I've done and because I've taken the opportunities Again, just like you say the intern program. People even came to me like you want to be an intern, but I'm like switch your mindset because you're thinking that you're wasting an hour to learn. But no, you could, you could. I'm getting it for free because I could spend a lot of money to learn from somebody who doesn't even know the shit. Like not, they're just giving me the basic.

Speaker 2: 18:16

What essay is giving is different. I'm learning from a person who I actually want to learn from, who I wanna me like I want to get because I've already got so much. I think sometimes people miss the opportunities or the growth because of that mindset like, oh, I don't want to be an intern, I'm too old to be an intern, why should I give my free time? Why should I show up? Why should I listen? You know all those, but that's where it is yeah, yeah.

Speaker 1: 18:41

I think people definitely miss that mark because, prime example, if if Elon Musk was saying he was given an internship, they wouldn't be saying that shit. If Steve Jobs was saying to do an internship, they wouldn't be saying that shit. Donald Trump, if they're a primetime individual that they've seen on TV and they have that ranking that they want to be comparable to, by default they'll do anything for free. A lot of people go on TV and reality TV essentially for free, just to get the publicity Right. So it's the same thing for you. It's learning, it's a learning curve to where somebody else may not know how to do what you're learning how to do, and then you can take that and then apply that to what you're doing Because, again, we're both in media. So everything I'm going to teach you is media driven of it and that's so true.

Speaker 2: 19:26

I also say the same thing about when, especially when, that when, when you are building something where the support, especially from friends and family, is a little bit lacking on certain level, and then once they see you like, oh my god, you did that, you could do that. Now everybody wants to be like I know, here, yo, can you show me, can you do that? When was this there? I tell people right now y'all have been laughing at me, but now I'm winning awards, now I'm being recognized by certain people. You feel like, oh, I know that girl. Don't wait until Oprah or somebody starts recognizing me for you to give me my flowers. If you're not here with me right now, you're going to have to talk to my assistant. I'm going to have the low-level assistant who passes you to the middle one, then to the top one by the time you get to me. I don't care if we went to high school together.

Speaker 1: 20:19

Yeah, and I think people they don't understand that. I mean a lot of times I'll have conversations and people were like hey, can I call you right now? And I'm just like dude, like my schedule is crazy to your point. There's 24 hours a day and I'm always every hour is packed with doing something. So if it's not pre-planned or scheduled, it doesn't exist and people they still want to't answer my phone, my ringer is not on and if you're not like in our household to where I need to make sure that your livelihood is okay, that phone call honestly really doesn't matter at that point in time because I have other things that were pre-scheduled that I'm focused on at that moment because I just realized I don't even have your number, like, but I communicate with you almost daily but I don't have your number.

Speaker 2: 21:07

But, our communication is good. Since I met you, like I didn't have to be sold about yo, you really need to get to know SA. Like we met in Atlanta Mixer, the podcast I made, I listened to you and I just started following. You invited me to the foodies. I came and ever since seeing that, because also community is important and to see the community you keep building in the foodies, in the book club, like that is something I aspire.

Speaker 2: 21:34

So I follow, not because oh, who is they say, like somebody told me I should follow. No, because I know where I want to be and I know who I want to surround myself with in order to get there. And and I think because the reason also you give me your time is because you see, I put in the time as well, because I tell people, even when you end up asking people for their time or taking those courses, because I, if I'm not gonna work on a course, I'm not gonna even sign up for the free one because I don't want to waste the time on taking a spot from somebody. So anything I attend, even Adam shout out to Adam Shire with his podcasting business too. I attend his boot camps and I actually do the work, because I've seen Adam what he does, I know what his pitch is and what he brings, so I even work, I do the homeworks.

Speaker 2: 22:24

I and what you bring, so I even work, I do the homeworks, I do everything. Like the reason shit happens is because of an audit I did with Adam and he gave me the idea to start something like this. So I do the work and when people see like yo, she shows up, she does the work, we see her go, of course they're going to put more time into you. I'm not going to put time if you just can't. You constantly show up, but every time you show up you're still on the same level. There's nothing new information. You're not doing anything, but you're just showing up.

Speaker 1: 22:50

Yeah, a hundred percent. I mean I think that that's the first thing is taking action to receive, to actually receive the results that you're trying to get. And I think most people they miss that mark. They just think, okay, if I ask for it, that's all I need to do. No, you need to ask for it, then you need to show up and then you still need to do above and beyond whatever that person is delivering to you as far as their expectations, and then then they'll put more into you, and I think that's that's the rule of thumb. There's always another level.

Speaker 1: 23:14

If I decided to get in contact with like Grant Cardone, grant Cardone would want to know like, what the hell am I doing? Can we even be on the same wavelength? Can we speak the same language? Because he does not want to waste his time, he wants to see results and, at the end of the day, the results he'll get from me. He can use those results as testimonies to get more people to then follow him, to then do the same thing step and repeat so true, um, we just came back from port first, right?

Speaker 2: 23:39

so one of my friends shout out to sandy 90 days, 90 days, win. He also know um. So she was there and she came to me. She was like, oh my god, paula, I can't believe I did this. I'm like what? I just signed up for that tedx program. I'm like, trust me, my finances are not there right now, but I really want to sign because I know what that can do for you and and I also know my mindset right now is not there because I don't want to do that and then end up failing. But it will be on me, because my mind right now is not on that level yet, like with all the stuff I have going on.

Speaker 2: 24:15

But I told her something. I was like Adam is amazing and he will do his best, and that money you spent, it's an investment because it will come back. But you also got to do your part, because your coach can only do their part. The rest is you. How badly do you want it? How hard are you going? Are you doing what you're meant to do? Are you putting in the time, the energy, the effort? Because if you're not, even if you get Steve Jobs to train you.

Speaker 2: 24:49

It shouldn't go happen 100%, 100% by the way Newcastle, Newcastle's are also the same with Chris. That's his program, I believe he said, inspired by essay. Just subscribe to Boston Cage, Yoo-hoo. That's what we're talking about.

Speaker 3: 25:05

Appreciate it.

Speaker 2: 25:06

Inspire and motivate and just share some shit. So Essay this is out of the blue. Why are you trying to buy Tubi?

Speaker 1: 25:21

It's one of those things, man, the more and more I dive into growth strategies and I understand the hierarchy of media and Tubi is essentially owned it's. It's one of those things, man, like the more and more I dive into like growth strategies and I understand, like the hierarchy of media. And you know, 2b is essentially owned by fox and fox is directly owned by disney. And then you think about the demographic that watches 2b essentially is majority african americans, and then african americans are using that platform to then create movies that hollywood would not give them access to before. And I was just like dude, if I can get my hands on that, what I'm doing with Boston cage and unite those two bad boys together.

Speaker 1: 25:49

First of all, I got to fix their audio. Like their audio completely sucks, but besides their audio, like the content talks to the, to the, to the, the demographic, but unfortunately it's not owned by the demographic, so I think it is missing some of some things that it can definitely grow into. So I was like, why not? Why not shoot for the damn stars? Why would I say I want to buy something for a hundred dollars, I want to buy something for like two hundred million dollars. It's a real thing that can happen if you stay and stick to it and aim for that goal. And I'm building all these different media outlets to get me to the point to where Tubi could then fit underneath the Boston Cage brand.

Speaker 2: 26:24

I actually see that and I'm saying it here. I see you guys actually buying. First of all, I did not know that it was owned by Fox and Disney. With the content that's in there. To find out that it's owned by Disney and Fox, out of all people, well, disney kind of makes sense because of their children's stuff that they have. Now it's clicking on the kids' side, but the entire picture is still like wait what?

Speaker 1: 26:53

Yeah, it's Showtime after dark for Disney, right? So I mean, tubi is a little bit more X-rated, but I think that's why, if you look at business structures, that's why you'll have an S-C, a C Corp, an LLC. Technically speaking, that's what they've done right. There's Disney, which is essentially the major corporation, the umbrella. Then underneath that is Fox and under Fox, it's this particular platform that they own.

Speaker 2: 27:20

So if anything happens, technically speaking, they could just throw Tubi away and Disney is untouched. Structure strategy Bill Custer says yes, respect that standard of excellence for audio. Of course. Have you watched Juvie movies? It feels like you're talking to somebody in Nigeria. No offense to.

Speaker 3: 27:39

Oh man.

Speaker 2: 27:42

But I can't wait to see that. I can't wait to see the movies Alex is going to be directing on their children. Y'all going to need to turn me into an actress because, you know, Netflix just kicked me out.

Speaker 1: 27:54

Yeah, I mean Netflix is such a dominant force right now. Hopefully they don't end up like the people that they played, which was Blockbuster. So hopefully they don't end up like Blockbuster. They learn from Blockbuster's mistake to keep updating their technology and moving with the time. So we'll see what they do here in the next five years.

Speaker 2: 28:12

All right. So before we end, right, you are growth strategies, consultant, right? All about strategy. I'm curious. You know just this, just for me, because, knowing you, and knowing you personally and business-wise, what's the most unconventional strategy that you've ever implemented?

Speaker 1: 28:40

So many different things.

Speaker 1: 28:41

I mean, if I go back, I had this long term plan as far as becoming a travel agent, because I was building insurance agencies up and down the East Coast and I wanted to leverage that capital to bring that capital internally into the company. So that was one of those far fetched, wide visions that was just too far apart for anyone to really comprehend the connections between them. Too far apart for anyone to really comprehend the connections between them. But what I'm doing right now, I would think with the internet radio station, it kind of falls under podcasting, but I think people really don't understand the concept that I'm going for.

Speaker 1: 29:15

I mean, imagine, like we have over 400 episodes, right, every episode could be cut into like five minute 60 second clips. Those clips could then become like audio loops. Those audio loops can then be mixed and mastered with music. So think about that, right, you could hear DJ Cali screaming it's another one number one or you can hear the boss in case in your radio station where we're having an interview with someone that's a multimillionaire and they're saying this key point of information that's a turning point in their career, mixed and mastered with music that we own the rights to. So it's again.

Speaker 2: 29:42

it's taking that entertainment and also mixing it with education but it's 100%, boss, I love that and I must say I've been enjoying implementing those how you taught me that. It's so fun once you get the hang of it and just to see how, when you play the final part, where there's music and then there's conversation, but the important part, like where there's music and then there's conversation, like but the, the important parts that it feels like, oh my god, that's the right shit I needed to hear, and then music again.

Speaker 1: 30:11

It's just, it's just a beautiful thing and imagine if you add the dj element to top of it, right? So once you get enough tracks like that, imagine mixing and matching DJ style with the motivational quotes and the, the, the own music from the brand. Like there's no limitations, you can kind of go live and do a live DJ set and then that content could then be uploaded to your internet radio station and then on the podcast I could talk about hey, don't forget to tune into our internet radio station. We just did a live mix last Saturday. So all of these things work with each other and it's cross-promotion, cross-marketing that just makes it a seamless media entity.

Speaker 2: 30:51

So incredible and I love how I'm going to start calling you the king of media, because it's amazing how you just I know it's there Once you say it you're like, oh my God, how did I not think of that? But you actually sit and think about that Because it is there, like once you tell somebody and they're like damn, that's all right, because it's all, they all go together, they all. So your mind is something, man. That's why I like hanging out or just being in his presence, because I listen to him and I'm just like amazed by the knowledge in that head, because he also drinks too much, like, have you seen his bar? So you know, for a person who can hang, but then his mind, the power of his mind, I think, people, we need to start what Esther has taught me, because I'm such a talker. But you have taught me to really listen.

Speaker 2: 31:49

And if you have noticed, most of the time when I'm around you, as much as I talk, I really don't talk as much, because I'm always constantly like listening and really sometimes I listen. When people are talking with people, I really don't give a fuck, I just listen and it goes out and it's like then the other day you're like, oh, you say that Sometimes I listen when people are talking with people. I really don't give a fuck, I just listen and it goes out and it's like then the other day you're like, oh, you say that. Oh, okay, she has that. But I was literally there, no-transcript. I start writing notes and I'm like I gotta do this, I gotta change my strategy to this, I gotta implement this. So the power of listening when you're around people, so thank you for giving me that power, because I don't listen as much not to a lot of people.

Speaker 1: 32:38

No, I definitely appreciate it and, believe it or not, I didn't really hone into that until I became a podcaster, like my season one, when I started hearing how good of a listener I was from the guests. I started to feed into that and I started listening more and more and more and started realizing I got 10 times better by listening versus talking, by listening versus asking questions and then taking that information and taking action on it. So the more you listen when you're in front of someone, the more results you're going to get in the long run, because, again, you want to learn. But ideally, if you're not listening to what they're saying, you're completely missing the damn point to begin with.

Speaker 2: 33:15

And actually hearing it, because, as I said, you can listen and then you're just like so there are people I just listen to and I'm like okay, cool. And then there are people I listen to, really hear, like, and then go put in the work. So the action part is still important. So don't just go be like essay told me to listen more and then you just listen.

Speaker 1: 33:34

You got to put action on it as well, one slice of the pizza, man Listening is one slice, with some pepperonis and some garlic. You want a whole pod. You got to do more than just listen, right? So I mean, but listen is the primary thing, no matter where you are, and then after that would be take action, take action, take action. I mean things that we're doing at Boston Cage. It's 100% me listening to the market, seeing what's going on, seeing what's old, seeing what's new, and then saying I nothing that's ever really new but they could be reinvented.

Speaker 2: 34:10

So I'm kind of reinventing these old things and then I'm establishing it through listening first and then executing second. I love that. I love that. Well, let's say, I have actually learned so much just by here and I and I know I'm gonna get off this call and go and write some shit, because I already have some ideas of shit I need to do just by this 30 minute conversation and this is what you always do to me. And then you make my mind go crazy because now I'm like, oh my God, because, unlike you, my 24 hours still feel like 12 hours.

Speaker 1: 34:37

You just got to keep compiling your systems, man. Automation, automation. What makes 24 hours into 72 hours or 96 hours? It's automating things, man.

Speaker 2: 34:46

I really do want to get better and that's why I keep watching you and my presence more on social media, like on these mediums, because every time I open my Facebook to just see you and I'm like, oh my God, I need people to open their Facebook and constantly just see me in there.

Speaker 1: 35:12

Yeah, yeah, it's a beautiful thing, but at the same time, it's so many people that watch your content that may not say they watch your content, they may not like it, they may not share it, they may not comment. And then you get on a phone call with them or you do like a instant message with them and it was like, yeah, I saw this and I saw that and I'm like I've never seen you like or say anything on anything ever. But you know exactly what the hell's going on. So, believe it or not, you might have stalkers that are just not saying anything to you as of yet I really want engagement.

Speaker 2: 35:47

For some reason this time my Instagram the engagement has gone up since Fortress because right now, as soon as I came and I was making sure I was taking so much content. So since I came, my Facebook, my Instagram, has just been Fortress content and right now people are still on that high. So everybody is commenting and talking. So I love engagement as much as um. I hate it when people say, yeah, I, I saw you won an award, but you didn't even write congratulations on my post. You didn't, so you didn't even like it. Why are you telling me then, like, shut up?

Speaker 1: 36:18

yeah, yeah, it's funny, I mean, I think, for you. Obviously. I think one thing that you did at podfest that was hella funny to me was like sex sells. That's like why spy 2b is. One thing that you did at Podfest that was hella funny to me was like sex sells. That's like why Spytubi is doing. And you did that post with you and like three other females that were having it and everyone was kind of like what, the what, what's, what's what? And I know it was staged because I understand behind the scenes. I know that pretty much you were naked but you're not naked.

Speaker 2: 36:45

And it's like the perception of like what happened and why, and that makes it so sticky. And then now people, it starts a conversation because that's what I want and there's more, because this year portfess was also kind of like sex con as well there's more sex content coming which I can't wait to, because I realized also and it's funny because the post I won and which was posted two days ago has not as much as the one which we are naked.

Speaker 1: 37:05

I'm like, damn, you're really into well, it's funny because, like on my post, it's my internal personal life post that have way more traction than any business post. If I post something about one of the kids, the engagement goes through the roof. If I post something about my wife, engagement goes through the roof. So I've just learned that, okay, if I if I'm going to do that post, I know when I'm going to do that post and I know what post is going to come after that post. I never post two of those posts back to back. I always post that post to get the engagement and then I'll post a Boston cage post or I'll post some business post secondary to it. So when they're scrolling they'll at least see family business, family business in sequence.

Speaker 2: 37:46

And that's why you're the strategist consultant, because, look at it, you're just giving us some strategy of how to work the algorithm system, Because it's really trash. But again, people like nude and family and that I mean no offense, I will share your boss and cage post, but whenever it's the family stuff and I'm saying some things, I literally be commenting and it's like it is true 100% engagement and, again, I think it's because people see you in a certain way, but when they see you with your family, they expect you to be different.

Speaker 1: 38:21

And in our household we are who we are in media and we are the same behind the camera, in front of camera. So it's kind of like the belief in the fact that it's the same person. You can meet me on the street or you can meet me in the studio and I'm going to be the same crazy bastard in either case.

Speaker 2: 38:35

It's the same dude I gravitated to you and your family, like I love you and your wife because it is you. You give the same online and out here, because I also do that and I love it when I meet people and they're like oh my god, you're the same person on the internet. I'm like duh, like I talk like that, I post like that.

Speaker 1: 38:55

I am that it's 10 times easier than trying to juggle personas. It's like why would I? I mean, obviously, everyone has personality disorders to a certain extent, but trying to juggle multiple different personas based upon where you are in the world or what's going on becomes so difficult. Just be yourself. If you be yourself, it's so much easier to be you collectively in all the environments. You have to be mindful, but always be yourself, primarily and first losing yourself, and that's when the mental health aspect comes.

Speaker 2: 39:25

You're gonna get depressed, you're gonna get anxiety, because you get to a point where you really don't know who you are, because you're this person here, you're this person here, you're this person there, you're this person there. I can't even keep up just being paula, just being paula. I can't keep up with that, and I think that's what you have to respect.

Speaker 1: 39:42

Actors, right? I mean actors are people that they do that, and to the point like they kind of get a little bit crazy because they they get so consumed with that particular role that they stayed in for 18 months filming and then they have to go to another role. So to your point, like that's where you start to get like the mental oh shit, it's the end of the world. I'm depressed, I'm not sure who the hell. I am because, like that constant alcohol all become.

Speaker 2: 40:05

I also. That's what I get when actors end up into that. Too much drugs too much, because it becomes in your head. You have done 50 movies, or 20, 30 movies. Every movie you've been a character, some, as you say. There's some movies where people say, even before shooting, the six, eight months I still in the five months before the shooting I already had to practice and be in that role, because some people really have to get fired, some people really have to cut their hair. So imagine, for two years you're a different person. Then you have to go back to being you for five minutes before you get to be a different person in a different movie. That's crazy it's crazy.

Speaker 1: 40:43

I think the only person in this show right now that I can think of off the top of my head that's the same person probably on camera, off camera is Tom Cruise. If you look at all his roles and then you look at his real life, that dude's really riding motorcycles. That dude is really flying stunt planes. He's really jumping off of that. Tom Cruise has a vendetta with death that keeps missing him left and right every single day. But that's that dude and that's why you have to respect them. And plus, he's like 67 years old and he doesn't look right Cause he's living his life the same on camera as off camera.

Speaker 2: 41:12

And I started giving him respect, like I always used to be a fan, but like yeah, whatever. But when he said he does his own stunt, I was like what Cause he does his own stunt? I was like what the hell? Because a lot of people have stunts. He's like, no, I do my own. I was like, okay, that's something other level, Shout out to you.

Speaker 1: 41:30

Him and Jackie Chan. They broke more bones than anything else, than any other actor, but the reality is they love what they do and they're doing it at a scale, no matter where they're doing it.

Speaker 2: 41:45

It's not a difference between on camera, off camera. I mean, I don't consider Jackie Chan human. I feel like he has because that's all I'm saying Composition over there.

Speaker 2: 41:53

By the way, shout out to P-Cat, who said tons of great information this morning. You guys, I forgot I could do this. Why wasn't I doing this? Thank you so much. Let me give you your, your, let people see your props. There you go. Where was the one that they? This one, yes, yes, that one. I leave that one over there now as we wrap this up. Um, what does most Cage have for us to look forward to?

Speaker 1: 42:26

Um, this year we're finally rebuilding our main website. So when I first started Boston Cage, it was kind of like a secondary thought. It was me testing the waters and essentially the website was an old website that we just kind of threw the blog and the podcast in it. So right now, for the past five months, my team has been working on rebuilding all of our digital assets into one platform. So if you were to look at our spreadsheet, I think we're up to like a thousand pages of all our different subdomains and all the different pages. So imagine when March comes around, we're going to have this new website that has all of our identities internet, radio, tv, everything in one platform. So that's definitely coming. And then after that it's going to be a re-jumping and a re-issuing of our online academy with a brand new features, including audio books, e-books and everything else under the sun for education package. I'm not saying we're going after Udemy, but we're following the Udemy model.

Speaker 2: 43:21

That's insane. I'm coming after all this shit. Give me Tubi, give me Yudane, give me. I want to live in the SA world. I'm cheering you on. I'm one of your biggest cheerleaders. I will say, yes, go for it, let's go, let's get it. Thank you so much for hanging out with me today and dropping some gems. Definitely learned some shit. I know I will be seeing you later, but before we let you go, let the people know this is your free-for-all chance. Let the people know what you do, where they can find you and all the good stuff.

Speaker 1: 43:56

Well, I mean it's easy, right. I mean BostonCagecom is kind of just. I mean, literally by March, bostoncagecom is going to have everything that you're ever going to want to know about me and all what we do Right. So, right now, if you want to hit a podcast, you can go to podcastBostonCagecom, and I would say that's the starting point.

Speaker 1: 44:12

If you really want to know who I am, who I communicate with and what value proposition we deliver to everyone that's listening to our podcast. I would start there. I'm not selling or promoting anything. I want you to start with the podcast. I want you to listen and then take action based upon what you're hearing.

Speaker 2: 44:27

All right. Well, thank you very much, jose, and I hope you enjoy the rest of your Friday. I'll see you later. Thank you everybody for hanging out with us. For those who participated in the comments shout out to Chris, victoria and Pika, who are live with us, listening, watching and sharing their insights. I hope you guys got some inspiration, motivation or shit happens 100%. All right, we're going to end the stream. Shit, shit happens, shit, shit, shit, shit happens, shit happens, shit happens, shit, shit happens, shit happens, shit happens.