The hardest decision you can make
Andy Crebar
[{'start': '0.000', 'end': '3.360', 'text': 'When I was 15 years old, I got my first'}, {'start': '1.520', 'end': '4.960', 'text': 'ever job at a local cafe, and it was'}, {'start': '3.360', 'end': '7.040', 'text': 'pretty bare bones. There was a small'}, {'start': '4.960', 'end': '8.720', 'text': 'counter, eight metal chairs on the'}, {'start': '7.040', 'end': '10.800', 'text': 'footpath outside, and the menu was'}, {'start': '8.720', 'end': '12.719', 'text': 'nothing special. It had coffee, bagels,'}, {'start': '10.800', 'end': '16.080', 'text': 'eggs, but there was one thing about this'}, {'start': '12.719', 'end': '17.680', 'text': 'cafe that made it immediate attention.'}, {'start': '16.080', 'end': '18.800', 'text': "It's actually a timeless business lesson"}, {'start': '17.680', 'end': '20.480', 'text': 'I want to share with you today, and how'}, {'start': '18.800', 'end': '22.480', 'text': 'it helped shape my path and how it could'}, {'start': '20.480', 'end': '23.600', 'text': 'do the same for you. So, the area I grew'}, {'start': '22.480', 'end': '24.880', 'text': 'up in, was a pretty conservative'}, {'start': '23.600', 'end': '27.279', 'text': 'neighborhood. There was the local'}, {'start': '24.880', 'end': '29.679', 'text': 'school, grocery stores, bunch of cafes,'}, {'start': '27.279', 'end': '31.519', 'text': 'the bus route, and the two owners of'}, {'start': '29.679', 'end': '34.880', 'text': 'this cafe had to figure out how do we'}, {'start': '31.519', 'end': '36.640', 'text': 'compete with lesser resources and in a'}, {'start': '34.880', 'end': '38.559', 'text': 'sea of other cafes already doing'}, {'start': '36.640', 'end': '40.079', 'text': 'business for customers. And they could'}, {'start': '38.559', 'end': '42.399', 'text': "have focused on we'll make faster"}, {'start': '40.079', 'end': '44.079', 'text': 'coffees or make better eggs, but they'}, {'start': '42.399', 'end': '46.879', 'text': "didn't. They leaned into what makes them"}, {'start': '44.079', 'end': '49.039', 'text': 'unique. Now, the two owners, their names'}, {'start': '46.879', 'end': '52.559', 'text': 'were Deborah and Deborah. So, they named'}, {'start': '49.039', 'end': '54.480', 'text': "the cafe Double D's Cafe. That's a a"}, {'start': '52.559', 'end': '56.559', 'text': 'very cheeky name in a conservative'}, {'start': '54.480', 'end': '58.000', 'text': 'neighborhood and it raised eyebrows. I'}, {'start': '56.559', 'end': '60.000', 'text': 'remember waiting these tables on a'}, {'start': '58.000', 'end': '61.840', 'text': 'weekend morning and people would walk by'}, {'start': '60.000', 'end': '63.680', 'text': 'and look up at the sign and some people'}, {'start': '61.840', 'end': '65.439', 'text': 'would smirk and chuckle and come in for'}, {'start': '63.680', 'end': '67.520', 'text': 'a coffee and some people would look up'}, {'start': '65.439', 'end': '69.760', 'text': "at see the sign of Double D's Cafe and"}, {'start': '67.520', 'end': '72.240', 'text': 'almost look at it with disgust and then'}, {'start': '69.760', 'end': '73.600', 'text': 'walk off, you know, upset from it. And I'}, {'start': '72.240', 'end': '75.119', 'text': 'remember thinking, why would they do'}, {'start': '73.600', 'end': '77.119', 'text': 'this? Why would they have such a a'}, {'start': '75.119', 'end': '78.799', 'text': 'controversial and provocative name? And'}, {'start': '77.119', 'end': '80.799', 'text': "since that time, I've learned that a"}, {'start': '78.799', 'end': '83.520', 'text': 'good message and good marketing and'}, {'start': '80.799', 'end': '84.880', 'text': 'branding actually repels people just as'}, {'start': '83.520', 'end': '85.920', 'text': 'much as it attracts. So the people that'}, {'start': '84.880', 'end': '87.680', 'text': 'walked away are probably never going to'}, {'start': '85.920', 'end': '89.759', 'text': 'be customers anyway. And those people'}, {'start': '87.680', 'end': '91.119', 'text': 'that found it amusing and picked up'}, {'start': '89.759', 'end': '93.040', 'text': 'their interest actually became'}, {'start': '91.119', 'end': '94.960', 'text': "customers. But why that's the hardest"}, {'start': '93.040', 'end': '97.759', 'text': "decision you can make is it's so easy to"}, {'start': '94.960', 'end': '100.320', 'text': 'to blend in to take the the safe path'}, {'start': '97.759', 'end': '101.520', 'text': 'and be more conservative. But being'}, {'start': '100.320', 'end': '103.360', 'text': 'different, actually pushing the'}, {'start': '101.520', 'end': '105.119', 'text': 'boundaries is actually a lot harder to'}, {'start': '103.360', 'end': '107.119', 'text': 'do because when you do that, you open'}, {'start': '105.119', 'end': '107.920', 'text': 'yourself up for for criticism because'}, {'start': '107.119', 'end': '109.119', 'text': "you're putting yourself out there."}, {'start': '107.920', 'end': '111.360', 'text': "You're being out of the norm, out of"}, {'start': '109.119', 'end': '113.840', 'text': 'different. And this is a very common'}, {'start': '111.360', 'end': '115.600', 'text': 'business lesson, one which is best shown'}, {'start': '113.840', 'end': '118.320', 'text': 'through Red Bull, which is the example'}, {'start': '115.600', 'end': '120.719', 'text': 'from the late 1980s when they launched'}, {'start': '118.320', 'end': '123.759', 'text': 'the company and this rumor got out about'}, {'start': '120.719', 'end': '125.520', 'text': 'Red Bull, which was that Red Bull is'}, {'start': '123.759', 'end': '127.200', 'text': 'made from bulls testicles. Now you can'}, {'start': '125.520', 'end': '129.599', 'text': 'imagine the founder of that company,'}, {'start': '127.200', 'end': '131.039', 'text': 'Diddy, was probably spooked. He just'}, {'start': '129.599', 'end': '133.040', 'text': 'launched this company. Now we got this'}, {'start': '131.039', 'end': '135.760', 'text': 'rumor about the energy drink. But you'}, {'start': '133.040', 'end': '138.160', 'text': 'know what he did? Nothing. He just let'}, {'start': '135.760', 'end': '140.160', 'text': 'that rumor hang out in the open and'}, {'start': '138.160', 'end': '142.080', 'text': 'swell up all this PR and news about the'}, {'start': '140.160', 'end': '143.599', 'text': "brand. And why that's interesting is"}, {'start': '142.080', 'end': '144.720', 'text': 'they could have shut that down very'}, {'start': '143.599', 'end': '146.319', 'text': "quickly, but they didn't because they"}, {'start': '144.720', 'end': '148.400', 'text': 'knew that being different was very'}, {'start': '146.319', 'end': '149.680', 'text': 'important for them in their branding.'}, {'start': '148.400', 'end': '151.599', 'text': "Ribble's done that exceptionally well"}, {'start': '149.680', 'end': '154.080', 'text': 'over the last 40 years in building that'}, {'start': '151.599', 'end': '155.360', 'text': "brand. But coming back to our double D's"}, {'start': '154.080', 'end': '157.360', 'text': 'cafe, they could have done the same'}, {'start': '155.360', 'end': '159.120', 'text': "thing. They could have gone for Debra's"}, {'start': '157.360', 'end': '160.080', 'text': 'Bakery or the Greenwich Cafe, but they'}, {'start': '159.120', 'end': '161.280', 'text': 'didn\'t. They said, "You know what? We'}, {'start': '160.080', 'end': '164.160', 'text': 'need to be provocative and put ourselves'}, {'start': '161.280', 'end': '166.640', 'text': 'out there." And that lesson sat dormant'}, {'start': '164.160', 'end': '168.480', 'text': 'with me for a decade because in high'}, {'start': '166.640', 'end': '170.080', 'text': 'school, I was pretty average kid. I was'}, {'start': '168.480', 'end': '171.840', 'text': 'maybe known for my basketball, but that'}, {'start': '170.080', 'end': '172.879', 'text': 'was about it. And then after high'}, {'start': '171.840', 'end': '174.239', 'text': 'school, I did what you mentioned. I went'}, {'start': '172.879', 'end': '175.519', 'text': 'and got a business degree and I went'}, {'start': '174.239', 'end': '177.280', 'text': 'into finance and I wore a suit and went'}, {'start': '175.519', 'end': '178.879', 'text': 'up and down the elevators every day. But'}, {'start': '177.280', 'end': '180.239', 'text': "after a few years, I felt like I wasn't"}, {'start': '178.879', 'end': '182.400', 'text': 'being true to myself and my path. and I'}, {'start': '180.239', 'end': '184.959', 'text': 'was just blending in with millions of'}, {'start': '182.400', 'end': '186.080', 'text': 'other finance people wearing suits,'}, {'start': '184.959', 'end': '187.440', 'text': 'chasing the same dream. But I wanted to'}, {'start': '186.080', 'end': '190.000', 'text': "do something different. That's what I"}, {'start': '187.440', 'end': '192.080', 'text': 'did in 2014. I packed up all my stuff. I'}, {'start': '190.000', 'end': '193.840', 'text': 'quit my job. I moved overseas and I'}, {'start': '192.080', 'end': '195.800', 'text': 'changed my path completely. Cuz what I'}, {'start': '193.840', 'end': '197.599', 'text': 'realized was blending in was the safe'}, {'start': '195.800', 'end': '199.519', 'text': 'option. But it was actually on the'}, {'start': '197.599', 'end': '201.120', 'text': 'outside. Actually being different and'}, {'start': '199.519', 'end': '202.959', 'text': 'putting myself out there was actually'}, {'start': '201.120', 'end': '204.720', 'text': 'where the the growth, the adventure, and'}, {'start': '202.959', 'end': '206.319', 'text': 'the challenge was. And my question for'}, {'start': '204.720', 'end': '207.920', 'text': 'you today is, are you blending in or are'}, {'start': '206.319', 'end': '209.120', 'text': 'you being different? You enjoyed this?'}, {'start': '207.920', 'end': '211.360', 'text': "Let me know. I'll see you on the next"}, {'start': '209.120', 'end': '211.360', 'text': 'one.'}]