The Empire Builders Podcast

著者： Stephen Semple and David Young
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  • Reverse engineering the success of established business empires.
    The Empire Builders Podcast
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Reverse engineering the success of established business empires.
The Empire Builders Podcast
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  • #199: Supergoop – A Cancer Scare Jumpstarts An Empire

    #199: Supergoop – A Cancer Scare Jumpstarts An Empire
    2025/04/02
    When a family friend is diagnosed with skin cancer, Holly Thaggard polls a bunch a skin care chemists and comes up with the Unseen Sunscreen. Dave Young: Welcome to The Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick in business partner Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients, so here's one of those. [No Bull RV Ad] Dave Young: Welcome back to The Empire Builders Podcast. Dave Young here with Stephen Semple, and we're talking about empires. And so Stephen said we're going to revisit one. And I think really, Stephen, what you're doing is just testing my ability to remember shit. Supergoop is what you told me, that it rings a bell, but help me out here. Stephen Semple: This is a rerecording because we did one recording, which didn't work out so well, and here I am in a hotel and you immediately informed me, "Boy, the microphone doesn't sound so good, so we might be recording it again in the future." Dave Young: It'll be Supergoop part three. Oh, dear. On the plus side, the listener doesn't remember this episode because it was never released. Stephen Semple: No, that's true. Dave Young: Okay, good. Stephen Semple: That's true because we had some real recording issues that we could not recover from. Dave Young: All right, we get another mulligan on Supergoop. Stephen Semple: Supergoop, for those who don't know, is a sunscreen and- Dave Young: Oh, that makes sense. Stephen Semple: ... basically- Dave Young: Now it sort of rings a bell. I think probably. Stephen Semple: It sort of rings a bell, does it? And in 2022, Supergoop did $250 million in sales, so that's- Dave Young: That's a lot of goop. Stephen Semple: That's a lot of goop. It was started in 2007 by Holly Thaggard who's from Baton Rouge, Louisiana. And she has no background in cosmetics or sunscreens or any of those things, so again, another one of these empires that came from somebody completely from outside the industry. Dave Young: She wasn't a Nickelodeon child star or anything like that? Stephen Semple: No, she was none of those things. Dave Young: I'm looking for something goop related. Stephen Semple: Well, that'll come. That'll come. Dave Young: Okay. Stephen Semple: She started in 2007, and the inspiration started in 2005 when she had a close family friend who was diagnosed with skin cancer. And what she found out was that basically 70% of people don't wear sunscreen regularly, and you really need to be wearing it, it's not just about the beach, you really need to be wearing it all the time. And this whole issue with this skin cancer diagnosis sent her down this path of doing a lot of research. She had an entrepreneurial bent. Both of her parents were entrepreneurs, and she started a business when she was in high school. Dave Young: Oh, wow. Stephen Semple: She played the harp. Dave Young: That was a bigger reminder to me than the goop. Stephen Semple: She started Holly the Harp in high school, and she would go on weekends to country clubs and things along this lines, and she charged $100 an hour because there was no competition. Here she's this kid in high school charging a hundred bucks an hour going around playing the harp. Dave Young: Cool. Stephen Semple: Now, at one point she went into teaching and there was a bunch of things that fell apart on that. And there's a certain point where her brother moves to the Dallas area and she's helping her brother move. And she looks around and she's like, wow, this is a pretty swanky neighborhood and there's all these country clubs around,...
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    25 分
  • #198: Wizard Academy – Magical Communication

    #198: Wizard Academy – Magical Communication
    2025/03/26
    From writing a regular article in Radio Ink magazine to a weekly outbound memo to free clinics, Roy H. Williams created a marketing school like no other. Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I'm Stephen's sidekick in business partner Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [Travis Crawford Ad] Dave Young: Welcome back to the Empire Builders Podcast, Dave Young here alongside Stephen Semple. And Stephen has just told me what the topic for today's episode is and well, I have some thoughts. Stephen Semple: I sure hope so. Dave Young: So we're going to talk about Wizard Academy, we've mentioned it quite a few times on the podcast and I don't know that it falls into the pantheon of super empire type brands, but the things that Wizard Academy teaches have definitely helped some businesses achieve at least some local empire status in the growth of their business. Well, thank you for making this one of the topics. Stephen Semple: Yeah, and part of the reason why I wanted as one of the topics is first of all, we've referred to it a lot and so we might as well let people know what the heck this thing is that we refer to you work there, I'm a major donor there, taught there a few times, been a student there a lot of times. And the thing I find incredible is, look, it's not a big school. When you go to do a class, it's not a hundred people, it's small classes it's like 18 people. But when I was there last, when I taught the course there with Matthew Burns and Gary Bernier, we had people from the Czech Republic, we had somebody from Australia. I've been there where there's been people from Central America and South America. When you go and there's people that are from around the world coming to this little place, it fits it to a degree because it tells us how special this place is. So let's talk a little bit about the specialness of it and the origin of it. Dave Young: I love it. Yeah. So origin-wise, man, I'll go back to my origin and my first exposure to Roy Williams who founded Wizard Academy. I was managing my family's small market radio stations in Nebraska starting in the mid eighties and in the radio broadcasting world, there are national groups like the National Association of Broadcasters, the Radio Advertising Bureau, and there's only ever been a handful of privately held industry publications that focused entirely on the radio broadcast industry. One of those is a magazine called Radio Ink, and it's not INC like incorporated it's Radio Ink as in printers ink, I-N-K. And started by a guy named Eric Rhoades, and I'm not sure how he and Roy first met, and by the way, Roy's got a hilarious story about Eric Rhoades dad speaking of empire building. We'll save that for another time. But Roy started writing a column for Radio Ink in the nineties, and the column was just, Hey, here's some things that you ought to consider when you're writing ads for businesses and you're in the radio business, or here are some tips for radio salespeople to sell more long form kind of schedules. And so I'd been reading those, you'd go to the post office once a month and there'd be the Radio Ink in the mail and it was always exciting because it was great writing, it was one of the few pieces of industry focused Journalism that was really engaging if you were in the radio business and Roy's column was always the first thing I looked at. And at some point he started doing the Monday morning memo and I think promoted it in the Radio Ink article. Hey, if you want, subscribe to The Monday Morning Memo send us a fax at this number.
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    21 分
  • #197: James Bond – Shaken Not Stirred

    #197: James Bond – Shaken Not Stirred
    2025/03/19
    A feeling of authenticity is what really brought 007 to life and the Broccoli family brought it to the screen. Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom-and-pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick and business partner Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us. But we're highlighting ads we've written and produced for our clients, so here's one of those. [No Bull RV Ad] Dave Young: Welcome back to the Empire Builders Podcast. Dave Young with you, alongside Stephen Semple. We're talking about famous brands. This is, I guess it's a brand, sure. It's Bond, James Bond we're going to talk about. Stephen Semple: Yes. Dave Young: It's not a consumer product. Stephen Semple: Well- Dave Young: It's one of those things where there's a story and it fits the zeitgeist of marketing in the popular, I don't even know what I'm trying ... Save me, Stephen. What am I trying to say? Stephen Semple: Well, I look at it this way. How is it not a brand? Dave Young: Oh, it's a brand. Stephen Semple: The moment I say Bond. Dave Young: Yeah. Stephen Semple: Shaken not stirred. Dave Young: Sure. Stephen Semple: We all know who it is. Dave Young: Evil geniuses. Stephen Semple: The first movie came out in 1962. Dave Young: Yeah. Stephen Semple: And has generated billions and billions of dollars, both in a Hollywood, and spinoffs, and product placements. We all know about Aston Martin DB-whatevers because of Bond. Dave Young: Sure. Stephen Semple: To me, how is this not a brand? Dave Young: It's definitely a brand. I guess I'm thinking that most of what we've done have been consumer-facing products. Stephen Semple: Correct. Dave Young: Bond definitely is, in that selling seats to movies. Stephen Semple: Yeah. Dave Young: For sure, that's consumer-focused. I'm with you. I'm all for talking about Bond. Stephen Semple: Yeah. Dave Young: We just have to think differently, which I think like an evil genius. Stephen Semple: Well, the other part is it was the world's first blockbuster franchise. It's estimated that it's done seven billion in revenues. Dave Young: Yeah. Stephen Semple: Big, big, big, big, big, big bucks. Dave Young: We're always wondering, even when there's no Bond movie out, we're wondering who's the next Bond going to be? Stephen Semple: Who's the next Bond? Dave Young: Yeah. Stephen Semple: Who's the next Bond? Which is the controversy right now today. Dave Young: Sure. Stephen Semple: That we're going to come back and talk a little bit about. One of the funniest things though, when I was researching this, one of the funniest things is how Ian Fleming ... Ian Fleming created the Bond character and wrote the James Bond books, of which, what is it, the original dozen movies or so were all based upon the books. But here's the interesting thing, how he came up with the name James Bond. He's sitting writing, and he looks up at this book, The Birds of the West Indies because he's living in Jamaica, and it's written by James Bond. He goes, "That's a really cool name. That's what I'm going to name my spy." Dave Young: I like that, yeah. People that have single-syllable names always roll off the tongue. Stephen Semple: Yeah. I'm not going to go into a lot of the history. We're going to talk about it a little bit. I want to talk about something different, and it's going to seem weird. Because part of the reason why I believe James Bond, the Bond franchise and the Bond movies, have become so big and so successful is there's actually a degree of authenticity in all of them.
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    22 分

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