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How to Dominate the Cannabis Industry - YouTube
Channel: GaryVee
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if you play it right for yourself it
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could be the most remarkable thing but
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as a collective these very early days
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are super important this is inevitable
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at scale this is watching this makes me
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laugh because this is exactly what the
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rooms look and this is actually way more
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this is more even though it's just these
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days for me a small group you know this
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is way more faces than the ones that I
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saw in the tech space and a lot of these
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faces went on to become the founders of
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uber and succs
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and the founders of Instagram and things
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that nature so couple things number one
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you got your perspective
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[Music]
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in 2006 and seven when I went to South
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by Southwest people were there to be
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part of tech for the sake of tech to
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change the world the the the aspirations
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and the ideology were remarkable the far
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majority of this room today 20 18 right
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here together is in it for it they've
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been in it they're not flying in from
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Wall Street or Silicon Valley there's
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people in here there's people in here
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but the majority of this room is in it
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now this is super important as I hear
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that wonderful thank you and I get it
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and I respect that
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this is a very important conversation
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I'll tell you why the OGIS in this room
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that have been through it that been you
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know it's funny I was spending some time
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and looking at an article being rated
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and I was telling some of the people on
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my team who don't even hear this story
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the amount of times the ABC came to wine
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library because I was navigating and
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doing things early that nobody ever did
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before and when your biggest you get
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picked on because you can pay the fine
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don't get it twisted it's very simple
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it's called winners tax they don't tell
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you that a b-school but that's what it
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is I'll say it this way it's unfortunate
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for me unlike when I got into tech or
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many other things I've done in my life
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because of the profiles my business
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career it's harder for me to kind of go
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into new spaces and do what I naturally
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want to do to be very frank I I don't
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know if I've ever felt the combination
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of of gratitude and feeling humble and
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at the same token a sense of
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responsibility of giving this talk today
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because much like the way I entered into
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the tech space sort of wide space for
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other things that I've done I just want
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to learn right there's a lot you know
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I'm doing a lot of listening the reason
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I teamed up with Josh ROM and the rest
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of Green Street is I didn't want to come
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into this space and think that I knew
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everything or things that nature I want
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to take it nice and slow and pay
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attention being underestimated and
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misunderstood is a massive business
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advantage there's a lot of people in
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this room that are so desperate for
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acceptance of like this is real and
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all these kind of things like this is
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gonna be in it spending so much time
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trying to convince somebody of the
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legitimacy or the seniority or the
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sophistication of the space without
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realizing that they should be spending
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100% of their time on the end consumer
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and building their advantage their
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leverage and preference of the majority
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of the people in this room would
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actually be for people coming into the
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space to dramatically slow down not
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speed up for all the good that dollars
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and all these other things come out the
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more time that you have planting your
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flag and establishing your brand and
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building a relationship with the end
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consumer the more leverage you have
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trying to convince people that are no
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people is a waste of time and I think
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that's just something some of you need
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to hear because that no person for a lot
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of you is your [聽__聽] mom that no
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person is that your brother that you
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respect or your homie or your silic so
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just be very thoughtful of who you try
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to convince this is real because I think
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that's a lot of wasted energy in early
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times number two you need to be
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thoughtful of all the new people that
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are coming in if you play it right for
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yourself it can be the most remarkable
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thing but as a collective these very
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early days are super important this is
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inevitable at scale this is watching
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this makes me laugh because this is
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exactly what the rooms look and this is
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actually way more this is more even
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though it's just these days for me a
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small room you know this is way more
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faces than the ones that I saw in the
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tech space and a lot of these faces went
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on to become the founders of uber and
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sucks and the founders of Instagram and
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things that nature so couple things
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number one if you are fortunate enough
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to be smart enough and that's the only
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word I can think of if you are fortunate
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enough to be smart enough to be in this
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[聽__聽] room right now please do not do
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what so many of my homies from tech in
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2006 7 & 8 to to me which is reminisce
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and are sad that they did not take full
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advantage of their pole position and
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where the world was going the biggest
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mistake that so many of you will do
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today is not network with other people
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at this place what I really am
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passionate about is for people in this
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room to understand how many
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options we do have if you're in this
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space even if you're a brand or if
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you're a grower your permission to be
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the media company of this space is there
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aka every [聽__聽] person this room needs
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to start thinking about their podcast
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yesterday
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every single person this room needs to
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be thinking about writing a white paper
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and putting it on LinkedIn yesterday
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everybody here has to shift from crying
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and that's what a lot of you are doing
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Wow
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Instagram and Facebook and Google aren't
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taking my money nobody gives a [聽__聽]
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about your tears stop crying about what
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you can't do and start figuring out what
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you can do you can be dominating
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Instagram spend the [聽__聽] 900 hours
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building out an influencer network so
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that can [聽__聽] do posts and give you
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cosines you could you could start a
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YouTube vlog and document the journey of
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building your business in a space along
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the way I wish I could watch suckss
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[聽__聽] blog and how he built Facebook
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you know if he was doing this ten years
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ago god forbid a que God willing your
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company explodes that vlog of how you
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made it is gonna be watched for the next
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50 [聽__聽] years in perpetuity you can
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do a ton of [聽__聽] but we have to shift
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our marketing mindset in this space from
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being advertisers to being media
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companies we have to produce content you
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have to produce content so I implore you
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to take advantage of this remarkable
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moment in your industry where it's not a
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baby but it hasn't even started and I
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highly recommend you understand how
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early platforms an industry start the
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ROI is in the [聽__聽] people the ROI is
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in the [聽__聽] people I promise you
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right now everybody is watching how
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you're navigating right now everybody is
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watching and there's a lot of you and
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I'm [聽__聽] was in the hall for four
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minutes there's a lot of you
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unfortunately getting seduced by the
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short term ROI and finances in the
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system and everybody knows it and you
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will lose three of you will get through
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and make that trade that's fine we'll
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never see you again but most of you will
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have a scarlet letter for trying to take
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from it instead of giving to it look if
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you make a podcast
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called 43 year old mom that's literally
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the name of it and you're targeting
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housewives and high-net-worth
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individuals who are gonna be in the
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edible space because that's who you're
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targeting you've got to really just go
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after your con your target audience with
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content that they'll consume that's
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always been the case but the reason I
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said 1 2 & 3 is patience is because
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that's what it's gonna take
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there's still a [聽__聽] massive stigma
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go [聽__聽] read the first 15 years of
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prohibition you know what the biggest
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scariest things in the world are having
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too little and having too much when
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you're poor is [聽__聽] on welfare you
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don't think the trust fund baby who's
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got a hundred mils got it bad you think
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that's the greatest well you don't
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realize that kid is always gonna be told
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that he never made it and he's got a
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drug problem and [聽__聽] up and I'm meds
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and at the psychiatrist cuz his game is
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broken before he even started the bottom
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line is my dear everybody's got [聽__聽]
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problems too because when it's yours
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it's yours and so I navigate happy
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because I'm just grateful for what I
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have and other people have more other
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people have less when I had a whole lot
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less I was happy with the [聽__聽] I had and
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I just every day recognize that if I'm
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in my own head and realize that
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everybody's got their own [聽__聽] too then
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I don't spend time complaining and
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dwelling I spend time on doing this is
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forever you have made a decision to be
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an industry that will be over regulated
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for the rest of your life I promise you
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that
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and that's super okay either the first
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20 years of my business life in a super
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regulated business but it still sucks
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compared to not regulated businesses
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like I don't know that's to tell you and
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so much like the admiration I have for
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Travis I could have never built
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uber because Travis had a DNA that was
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good at fighting City Hall I'm scared of
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City Hall
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that's just my DNA so I think everybody
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here has to make a decision for them if
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they have the must you know the muscles
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memory and the stomach to deal with the
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ebbs and flows of things the toughest
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thing and anybody will know this the
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number one toughest thing to me in life
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is not having little cuz you don't know
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it's having little getting something
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getting a lot and then losing it
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people going backwards just struggle and
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I think the toughest thing in a
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regulated business is cool they open up
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Illinois a couple people here to have
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Chicago routes or they move they go and
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they crush it they saw what happened in
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Cali they want to deal in like they
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[聽__聽] kill it and for some reason
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seven years later they reregulate it and
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it's gone tough that is what you're
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signing up for and I think the better
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kind of like nobody gives a [聽__聽] about
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your feelings right the the quicker you
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understand this is going to be regulated
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in perpetuity then you can start really
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starting to think about how you navigate
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and how you go about it so I wish you
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guys the best I'm so grateful that I was
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able to give this talk at this time it
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means a lot to me I'm super excited to
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get to know the majority of you over the
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next two or three decades and I wish you
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great health and great success thank you
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so much
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[Applause]
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everybody thank you guys
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[Music]
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