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'Friction' Author: Today’s Consumers Are ‘Walking Billboards’ for the Brands They Love

Companies need to focus on becoming “passion brands” instead of just flooding consumers with advertisements, co-author Jeff Rosenblum told Glenn Thursday on radio. The latest generation of consumers is comfortable with social media and loves to interact, so they are the best advocates for the brands they like.

In his book Friction: Passion Brands in the Age of Disruption, Rosenblum explored this phenomenon of “passion brands,” or companies and products that people love enough to share with everyone by tweeting, wearing a T-shirt and telling friends through word of mouth.

“They’re like walking billboards, and they’re actively proselytizing for brands,” Rosenblum said, describing this key type of consumer.

One of his favorite examples is the brand Yeti Coolers, which sells a particularly rugged type of cooler intended for camping, fishing and other outdoor trips. Instead of traditional ads, Yeti focuses on creating short videos about people going on incredible adventures. It’s more about image than anything else. Even if people don’t really need a cooler that can weather the elements, they’ll be drawn to the vision of adventure.

“They tell these stories about people who are going on bigger and bolder adventures than most people ever will,” Rosenblum said.

GLENN: The whole world is changing. And really in an exciting and dynamic way, if you understand that the bull crap of yesterday, which Washington hasn't figured out yet. The bull crap of yesterday, the lies of yesterday, and the systems that create friction and make your life complicated just don't work anymore. Nobody wants them. Don't prop them up. Get out of that and find passion. Passion brands and friction. We're going to talk about that with a guy who knows it quite well. Beginning right now.

Name of the book that I've been telling you about for weeks, and I'm thrilled to have Jeff Rosenbloom. He's one of the co-authors of the book "Friction" passion brands in the age of disruption. It is one of those books that you read, and you're, like, jeez. How could I not know that? How did I not think that? How is this all of a sudden -- it's one of those things that somebody invents something, and you're, like, of course. How come I didn't invent that?

I want you to know that Jeff is not here to sell books. I highly recommend you buy his book, but he's not taking any of the money from it. It's actually going to something called special spectators, which we hope to talk about a little bit later. He will also be with us on The Blaze TV for a special episode tonight at 5:00, so he's not here to make any money. He's here to change some lives, and you have dramatically impacted my thinking since I picked up your book, so it's great to have you here, Jeff.

JEFF: Thank you for having me. I appreciate it.

GLENN: So tell me. I guess we just need to start at, you know, the brands of the past and the brands now. Passion brands. What is it?

JEFF: , well, passion brands are the brands that absolutely dominate the competition; right? They don't have just customers. They have an army of evangelists. These are the folks that are at the bars, at the restaurants, at the dinner table, they sit around the campfire, grew up on their social media channels, they've got the T-shirts, they've got the hats, they're like walking billboards, and they're actively proselytizing for brands.

GLENN: So you talk about one passion brand that has really boggled my mind until I read your book, but I want to ask you some questions about it. And that is Yeti. Coolers. Great coolers.

JEFF: The best.

GLENN: But -- what is it? Four times the price of a good cooler?

JEFF: yeah.

GLENN: And I've often wondered. People who buy this, they become evangelists, and it's a cooler. And I wonder how much of that is because it truly is absolutely great and how much of that is to soothe the cognitive dissidents in their head of I just paid fours times as much and everybody who doesn't have one says "What the hell is wrong with you."

Does that play a role in that at all?

JEFF: Absolutely. To dial it back, and then we'll talk about Yeti. Passion brands are built by fighting friction. Friction is anything that gets in the way of what you want to accomplish in life. It's anything that gets in the way of your hopes, dreams, aspirations, on even your mundane day to day goals.

So when you think about Yeti, it's a cooler for outdoors. So by definition, if you're using it, you're going on some sort of outdoor adventure. So they fight friction in two ways. The first is this cooler is fundamentally better than any other cooler out there. It's literally certified Grizzly bear proof. Now, the chances of anyone actually needed that type of technology --- fairly negligable.

GLENN: Right. I would like a cooler that I can pick up and throw at the grizzly bear.

JEFF: That's the next product.

But it's nice to know if you're going on that adventure, that product that you're buying can go further and deeper and bigger on an adventure. But to your point, it's not just about the cooler, it's about the totality of the experience. And what they've done that I love is rather than relying on a bunch of interruptive ads, they've created these incredible videos. Each of these videos are about eight minutes long, and there are dozens of them. And they've been watched millions of times over. And what they do is they tell these stories about people who are going on bigger and bolder adventures than most people ever will. The world's greatest fly fisherman, the world's greatest ski guide, the world's greatest barbecue pit master who happens to be an 89-year-old woman named Tutsi. It's not, like, we're Yeti, and we make coolers. Yeti doesn't even appear in these videos. But what happens is they give us a vision. A bigger and bolder vision of ourselves. We all wake up in the morning wanting to be better we were than the day before. It's at the heart of the human experience. It's what drives capital I am. So these great videos help us envision that.

And, by the way, I've watched hours of them. Most people will watch a few of them. The typical interactive ad experience is 1.6 seconds. Compare that to an eight-minute video.

GLENN: I watched the fly fishing one. It's 22 minutes.

JEFF: Yeah.

GLENN: I watched it. Every second of it. And here's what I do. I hear from the guys because I'm not a sports guy. But I hear from the guys on sports every -- every Monday, I hear ugh, and I know they're on ESPN just trying to get the six-second clip, and they have to sit through the commercial. That's not 22 minutes. And it's just in the way of getting to their six seconds.

JEFF: Yeah. Prerolls. You know, the advertising industry, we keep making ads and the audience keeps running away.

Now, to be clear, this is not about the death of advertising. That false eulogy has been written before. We're just asking advertising to do too much. We can still do incredible things with advertising, but increasingly those traditional interruptive ads are being ignored and avoided.

GLENN: In fact, just removing the friction from your product will do more than any ad. If you make a truly great product, and you make it frictionless and not only -- I mean, let's go into the passion brands a little bit. Of finding that group of people -- and let me ask you. Do you need -- to really have an authentic brand, does that need to come from the founders that are, like, what you know? I wanted this. I know this is great, and I don't care if anybody buys it. Or does it come from a group of people who are just scanning the horizon and saying, yeah, these people over there. Let's come up with something for their -- does it matter?

JEFF: Well, I think it comes from both. But most passion brands that we see, and they can be big brands like Under Armour or big brands like Amazon or some of them are smaller startups, they tend to be run by the founders because they have a strong vision, and they don't want to waver from that vision. But it can be from large, established corporations.

One of the interesting things that we found is that really the key is to take all of your efforts and instead of first focusing it outward at messaging, focus it inward at your own behaviors. And a piece of research we found is what's called the power score. And they looked at 9 million different data points. They interviewed 20 self-made billionaires and CEOs and army generals. What they found is only 1 percent. Only 1 percent of leaders are great at what they call the power score, which is establishing your priorities, staffing effectively, and building internal communication cadence. So if you can have great leadership, then you can build a great passion brand. And ironically, you can create great ads. But you have to focus inward before outward.

GLENN: Some amazing things that I just didn't know, for instance, some stats in your book. Let me just run through a few of them. 90 percent of all of the data in the world has been collected in the last two years. That's astounding. 40 minutes in nature every week will lower AD/HD by 50 percent. Don't put your smartphone or your iPad next to your bed. Take that on.

JEFF: That is interesting because so many people loved it, and we weren't sure if that actually fits in the book. But what we tried to do with the book is look at industrial friction, organizational friction, and personal friction. And in that example, we found this great story about Keith Richards. The world's greatest guitar player or one of them. And one night, he's out doing the one thing in this world better than play guitar. He's partying like a Rockstar, and he passes out cold, and he wakes up the next day, and he has a song in his head. And his guitar is literally lying in bed lovingly with him. He grabs his guitar, rolls over, presses record on his tape recorder, lays down a few notes, passes out cold again. Wakes up a couple hours later, presses play, and he finds the guitar riff for satisfaction is waiting for him. Of course, then it's followed by the sound of him snoring. He's not even conscious enough to press stop on the recorder.

Paul McCartney had a similar experience. He woke one day, and he has a song scrambled eggs in his head. Can't stop. He's turning to all of his band mates and friends and be, like, what song have I ripped off here? And they're, like, dude, you didn't. It's your song, it's your original. And he went to John Lennon and turned it from scrambled eggs to yesterday.

Not quite as catchy when talking about breakfast; right? And it knowledge only happens to rock stars. The guy who figured out the periodic table of elements, the guy who figured out the double helix of DNA. All of this happened first thing in the morning when people woke up. And what happens in your brain, you've got something called alpha waves. It's the most powerful form of cognitive creativity that you have. This is where you can think of some big, bold, break through ideas. It's the same thing you get if you're in a hot shower, hot bath, you're in traffic for a while, your alpha waves start kicking in, and you ignore all of that crap in your head.

Now, the issue is 72 percent of us go to bed with their cell phone lying next to us. 50 percent of us, the very first thing that we do is we check it. One third of women before they even go to the bathroom, they check social media. The problem is when you do that, you completely shut off those alpha waves. You lose that opportunity to have that cognitive creativity.

GLENN: And why is that.

JEFF: Because it kicks in your fight or flight system, which is something we learned about in high school; right? It's when the blood flow changes. It used to be something that kept us from getting eaten by woolly mammoths, now it keeps us from getting run over by a car; right? Your subconscious takes over, you have different chemicals like adrenaline and cortisol in there. Your buddy on Facebook who just went on a better vacation than you'll ever go on. That's stressful; right? The server that's on fire, the contract that didn't get signed. Whatever it is on e-mail, that's all stress. So you're turning off that creativity, and you're creating stress.

Now, here's the interesting point. They used to think that your brain was your brain, and that's all you got. It turns out that there's a high degree of plasticity in your brain, which means it can change just like that cheap analogy that says your brain is like a muffle, you have to work it. It turns out it's true. You can actually change the size and shape of certain areas of your brain, and it happens very quickly. So when you go to your mobile device first thing in the morning, you turn off the creativity, you turn on the fight or flight. For the rest of the day, you're not going to be as creative.

So with a 90 million bits of information, 90 percent of the data that's been collected the past two years, everybody has unprecedented access to data and technology. Creativity is the ultimate competitive advantage, and you have to feed your creativity just like you have to work out your body at the gym.

GLENN: When we come back, I want you to talk about --

STU: All about the gym. You're talking to a good crew.

JEFF: That's why I went there.

GLENN: So you're speaking our language. When we come back, I want you to talk about monkeys and how this relates to monkeys and then back to us. In just a second.

GLENN: A game-changing book in your thinking is "Friction: Passion Brands in the Age of Disruption." There is so much friction in our lives from chaos, from just -- just from the news trying to understand the political -- it's all friction. And being able to reduce that and navigate through that is really hard. And I think people are getting really frustrated in some ways with life, and they're just tuning out. They're just stopping. And that's really because the media or politicians or party or whatever you're dealing with just are not changing. They're holding onto the old system.

JEFF: Yeah.

GLENN: And it doesn't work. I was blown away -- where did you get the monkey thing, and then explain the monkey thing.

JEFF: Yeah, it was interesting. When I was writing the book, we set up a research team, thousands of pages of research. I'm a numb nut. I barely graduated college; right? But I'm hanging out with my really smart friend, he's a Ph.D. at Stanford, a neuroscientist, and he's telling me about this study that they conduct all the time. And what happens is when you go to get your Ph.D., they often give you this experiment where they take an electric probe, and they put it into a monkey's brain to read what's going on inside that brain. And then what they do is play this loud, blaring, obnoxious sound in the monkey's ear. And what you see on the readout is not surprising. When you play that awful sound, you get a very strong and very negative reaction from the monkey's brain. So then they repeat the experiment. They play that loud, blaring, obnoxious sound. And what you find, again, is not surprising. They have a very strong and very negative reaction.

But what it was absolutely shocking to me is that if you repeat the experiment a few times over, and then you look at the readout, the reaction looks like the side of a cliff. The monkey's brain literally stops reacting to this awful sound because the monkey at a structural level knows that it needs to focus on other things in life. Food, water, shelter, fornication; right? If it continues to respond so strongly to that stimulus, it literally can't survive. It's called repetition suppression.

GLENN: So are we in -- before we go into this on the decisions that we make and every day. But are we seeing this -- is this one of the reasons why we are just tuning so many things out in Washington? We're tuning principles out. We're tuning all kinds of stuff out because we just can't do anything about it, and we keep hearing it shouted over and over and over again, and we focus on other things? Am I reading that right?

JEFF: That's exactly right. The human brain is exposed to 400 billion bits of information every second. We make 35,000 conscious decisions per day. We ran an experiment --

GLENN: That's 35,000 yes or no decisions.

JEFF: It could be more complicated than yes or no. These are outright conscious decisions per day. So brands, politicians, we're all trying to enter this stream. We expose people to 5,000 branded messages per day. The previous generation was only 2,000. Already, that was too much. So what we have to do is focus less on interruptions, and more on empowerment. Another way of looking at it is magnets over megaphones. We have to create content and experiences that are so powerful, people go out of their way to participate in them. And then, share them with others. And that's the secret ingredient to brands like Yeti.

GLENN: Patagonia you think is the pinnacle of a passion brand?

JEFF: Patagonia is one of them.

GLENN: Why?

JEFF: Well, I fell in love with this guys because, first of all, they recognize that there's friction in the category. And what they to is they focus all their efforts on fighting that friction. So the friction is this:

If you want to enjoy their outdoor gear and apparel, you need a healthy outdoors. And ironically when they create their products, it actually damages the outdoors; right? Create manufacturing by-products, your old jackets make garbage; right? So everything they do, they fight friction by empowering people.

GLENN: Okay. So when we come back, listen to the ad campaign that they came up with, and it's brilliant. Brilliant. Patagonia "Friction" is the name of the book. Jeff Rosenbloom joins us again in a few minutes. "Friction: Passion Brands in the Age of Disruption". Back in a minute.

[Break 10:31]

GLENN: I will tell you. If you really want to see the world in a different way, especially if you're an entrepreneur or a leader of any sort, you really want to see the future and whether what you're doing will survive or not. You need to read the book "Friction: Passion Brands in the Age of Disruption".

Jeff Rosenbloom is with us, and you were giving us the example of Patagonia. Patagonia making outdoor clothing, and they really are dedicated to, you know, save the planet and everything else, and so that's where their people are. And the friction that they had internally was, you know, all of the stuff that we make the chemicals and everything, the garbage, that's actually hurting. So how are we helping, exactly?

So talk about the campaign that they ran with a coat.

JEFF: Yeah, so you hit on a really important point. For their target audience, making the environment healthier is absolutely paramount.

GLENN: Paramount.

JEFF: Right. So the campaign that I love, I came across not when I was doing research, but we actually created this documentary called the naked brand. And we looked at one of their campaigns called the footprint chronicles where you know if you got the surfer board shorts, and you go surfing, and you come back on the beach, and they dry, like, 45 seconds later? Well, guess what? Mother nature didn't make those shorts. We made them. We manufactured them. They're manufacturing by-products, so you can actually follow the manufacturer of their products around the globe, see the supply chain, they're not saying look how great we are. They're literally talking about the damage they do. It's really counterintuitive. I find it fascinating, and I fell in love with the brand. And I wanted to buy this blue Patagonia jacket. I had a perfect vision of it in my mind's eye.

And I'm literally shopping on Black Friday. The number one shopping day of the year. Brands sell more on Black Friday, the day after Thanksgiving than in months combined. And I went to Patagonia.com and on the home page, like, they read my mind, I can't exaggerate this. There's the blue jacket that I wanted to buy. And then right next to it on the home page in a giant font, don't buy this jacket. What the heck is going on here? And then there's a button, like, direct response principles click on it. Learn more. So I click. And their point is this. Reduce, reuse, recycle. Reduce is number one. So if you want to buy that jacket, we're happy to sell it to you. But we're going to damage the environment from the manufacturing, from the garbage of your old jacket. Maybe, you don't need that jacket. Maybe you should buy less.

So I'm Jewish, I'm from New York, I felt guilty, I didn't buy the jacket. They lost the sale. But here's what they gained. They gained my unwavering loyalty. And they gained my evangelism. So here we are on your show talking about Patagonia. But more influential than me are the people who are truly influential. The guys; right? These are the guides leading hiking and biking and fly fishing and surfing adventures all around the world. And in definition, guides are influential, and they're covered head to tow in Patagonia gear because Patagonia is empathetic and empowers people about the one thing that is most important to those guides. And when you talk about evangelists, they are 12 times or more trusted than paid advertising ever will be.

PAT: Wow. And also, their competition is similar in that way; right? They try to reduce -- north face, they reduce friction for their customers as well.

JEFF: Yeah, it's a great point. Thanks for bringing it up because we can't just all jump on the environmental bandwagon. We can't jump on what other brands are doing.

PAT: That would look really disingenuous.

JEFF: Totally. People don't wake up in the morning and want to hug the trees and save the manatees; right? It works for some brands. North face took a different tact, which is if you want to enjoy outdoor sports and apparel, we're going to help you become a better athlete. So they created what they call the mountain series; right? And it's a bunch of instructional videos and information and articles and events that help people become better athletes. So I fell in love with this video series. It was from some of the best rock climbers and skiers, and they were shown very specific exercises to help me become a better skier. What's interesting is I don't think it worked all that well for them because they made less of those videos and became less prominent. But they stick to this platform. They're always empowering and always educating with different events and different information to help people become better athletes. You don't see the edge or you do see the ads and say, hey, we're north face, these are great products. But more importantly, they create content and experiences. So the ads are only part of that brand-building system. It's not the totality of it.

STU: You go through a lot of this stuff, obviously, in the book "Friction." And I have a friend who goes to Soul Cycle, which is a cycling spin class place.

JEFF: Bordering on a cult.

STU: The number one people say to her is shut up about Soul Sycle.

GLENN: It's like orange theory.

JEFFY: Yes.

GLENN: Orange theory is, like, okay. Stop with the bumper stickers. It's a gym, man. Let go.

STU: So the question I want to ask you is how do I get her to shut up about Soul Cycle? But separately -- because I look at their business model, and I see a huge friction point, which is they're charging people $31 to come in and ride a bike in their establishment for an hour.

JEFF: Yes.

STU: And, to me, that sounds completely insane. Yeti, they have more evangelists percentage-wise probably than any company I've ever seen. How do you cross over a huge friction point like that and bring your point along?

JEFF: Great point. Great brand. I should have included them in my book. I was scared to death to go in there. You guys selling salad? We'll do that.

GLENN: Salad? I like the part on Cadbury, for the love of god.

JEFF: Here's the interesting point that you just amongst is these passion brands, they don't get there by talking about discounts and promotions. And once brands go there, it becomes really addictive. They actually charge a premium price. Patagonia, Yeti, Soul Cycle, sweet green, all of this stuff is quite a bit more expensive than the competition.

GLENN: And it has to be worth it first. It has to be worth -- if you're buying a dozen eggs, you better get 14 and great farm fresh eggs if you're charging --

PAT: Or at least you're better than whatever else.

GLENN: Yeah, you've got to be. You have to be that first. There's none of this, you know, hey, Fred Flynn stone is saying, you know, that doctors say smoking is healthy. It has got to actually be accurate; right?

JEFF: There's a great poster I saw. No amount of advertising can get me to buy your crappy pizza; right? And the truth and the matter is it actually can. It can get you to buy that crappy pizza once. But it's not going to get loyalty and evangelism. So you're hitting on a key point with Yeti is that the product has to be better than the competition. It doesn't have to be two or three times better. But it has to be 10, 20, 30, 40 percent better.

But to your point, that relationship that people have with Soul Cycle is irrational; right?

STU: Yes. Yeah, I can confirm that. Yes.

JEFF: The reason it's irrational is that it's emotional. Most brands have a transactional relationship; right? They make a good product, they charge a fair price, they have some pretty good advertising, people comparison shop, and then they buy.

Soul Cycle and other brands have an emotional relationship where people pay more for the product. They ignore the competition. They buy all of that Soul Cycle and gear, and they turn themselves into walking billboards. And they do that, they create that irrational relationship through irrational behavior.

Think about that Patagonia example. Running a campaign that says don't buy this jacket, that's irrational.

GLENN: So Starbucks, really, was kind of a pioneer in this kind of area, weren't they? Where everybody was going to Dunkin' Donuts and getting your coffee at a normal price. And then all of a sudden here comes Starbucks charging money out the nose. But it became more than a coffee place.

JEFF: Yeah, well, it went from transactional. I like Dunkin' Donuts. I'm from the northeast. But it's transactional. You're in, you're out, you move on. Howard Schultz was, like, wait a second. Let's make this experiential. Let's look at what's going on in Europe. Let's sell them the cup of coffee and then give them a place to hang out. And then all of a sudden almost like Soul Cycle, it's almost coltish in the language that they're using, and they're becoming part of a tribe and tribes are extraordinarily powerful. We don't just want customers. If you want to be a passion brand, you have to build a tribe.

GLENN: So is that do you know where Y they use things like venti? They change the language to make it even more of a badge to be a part of this tribe. Is that what's going on?

JEFF: That's exactly right; right? And I don't know, like, I'm not that gifted creatively to figure those types of things out. But, yeah, Howard or somebody on his team figured out long ago let's create that badge. Let's create those shortcuts.

GLENN: The name of the book is friction. I can't recommend it highly enough. I've never done this with any book before. I insisted everybody on the staff read this book, so we're responsible for about 249 companies being sold.

JEFF: Thank you very much.

GLENN: And everybody has read it. I also for the first time I've never done this. We're asking all of our Dallas employees to come down to the studio floor today. There's about 90 here just in this building. They're coming to listen to you at 5:00 for the show at 5:00 today TheBlaze.com, and I just want you to talk about how to find the customer, how to reduce friction, how to -- I mean, I'm convinced -- everything in your book, I've known instinctively. And if I boil it down, I always thought that capitalism was the greatest charity brand ever, if it's done right. And meaning if I love a group of people, I'll say how can I serve them? How can I make their life better, easier? And by serving them, what they need in a really easy way, I could become rich. It is capitalism. It's not charity. It's capitalism. And that's really kind of the thing. If you know who your target is, you know who you're serving, and you actually love them, listen to them, and help make their life easier, that's it, isn't it?

JEFF: It's interesting you bring it up because I'm leaving this very blue region of New York City, and I'm entering this red region of Texas. And I'm looking out the window of this wonderful, amazing, beautiful country of ours. And I was thinking about the fact that we just can't seem to agree very much lately. And then I realize, wait a second. There is one thing that we can all agree upon. Which is corporations have incredible power. And they should use that power to improve people's lives one small step at a time. And this is not for altruistic reasons, this is not for idealistic reasons because that is not sustainable. It's because when brands improve people's lives, they get rewarded. Not just by shifting customers or, say, prospects to customers, but by shifting customers into evangelists, and that's what fighting friction is all about.

GLENN: Unless you go to the Harvard school of business, and you are assigned both wealth of nations and moral sentiments, which is imperative that you read both Adam Smith books, you're not going to get this. This is a new really kind of Adam Smith look at how capitalism should work, "Friction" passion brands. We will you on The Blaze TV today at 5:00.

JEFF: Thank you.

GLENN: I want to talk really quick before you go. The proceeds as we're telling people to buy your book. The proceeds are not going to you. Where are the proceeds going?

JEFF: From July 15th to August 15th, all of the proceeds, not Amazon, not the publisher. I can't control those guys. Goes to special spectators.

GLENN: Which is what?

JEFF: Takes kids with life-threatening illnesses, and takes them to exclusive college sports experiences. So they'll get on the field at, like, Alabama, and they'll get into the locker room, they'll meet the coaches, and there's all different games going around the country. And what they found with these, because I'm on the board of make a wish, and we saw it there also. It's not just about giving these guys a moment of happiness, but it's also part of a healing process; right? It literally heals kids when they're fighting these diseases to actually have a moment of happiness in their life.

GLENN: Thank you very much, Jeff. We'll talk to you later this afternoon.

JEFF: Thank you.

GLENN: By the way, if you have any questions, go ahead and tweet them, and I'll have the staff look at them this afternoon before we go on the air. You can just tweet them @glennbeck, and we'll try to get your questions in as well.

TV

Unmasking Antifa: The Dark Truth Behind Its Well-Funded Network | Glenn TV | Ep 461

The cities of Portland and Chicago are turning into war zones. Federal agents have been ambushed, police have been ordered to stand down, and mayors are defying the Constitution. It’s insurrection in plain sight. Glenn Beck heads to the chalkboard to uncover the hidden support and funding networks propping up Antifa. Glenn debunks the myth that Antifa is decentralized and leaderless, tracing connections from Soros to Tides and other shadowy nonprofits. Plus, independent journalist Nick Sortor joins from outside an ICE facility in Portland, where he was wrongfully arrested by police following attacks by Antifa members.

RADIO

This INSANE answer may have cost this Democrat her election

Katie Porter, a Democratic candidate for governor of California, was the most favored candidate to replace Gavin Newsom. But her recent meltdown during a basic interview may have cost her everything. Glenn and Stu give their commentary on this trainwreck...

Transcript

Below is a rush transcript that may contain errors

GLENN: Can we play the audio of Katie Porter?

Katie Porter, she's a Democrat representative from California, who ran for Senate and lost. And now she's running for governor. Yesterday, about this time, she was the frontrunner.

Today, she's not. I just want to play a clip of the interview she did yesterday.

VOICE: What do you say to the 40 percent of California voters who you'll need in order to win, to vote for Trump?

VOICE: How would I need them in order to win?

VOICE: Unless you're going to get 60 percent of the vote.

Everybody who did not vote for Trump, will vote for you.

VOICE: In the general election?

VOICE: Yes.

VOICE: If it's me versus a Republican, I think that I will win. The people who did not vote for Trump.

VOICE: What if it's you versus a Democrat?

VOICE: I don't intend that to be the case.

VOICE: So how have you intended that not to be the case? Are you going to ask them not to run?

VOICE: No, no, I said, I will build the support. I have the support already in terms of name recognition, and so I will do the very best I can, to make sure that we get through this primary in a very strong position. But let me be clear with you.

I represented Orange County. I represented a purple area. I even stood on my own two feet and won Republican votes before. That's not something every candidate in this race can say. If you're from a deep blue area. If you're from LA or you're from Oakland, you don't have --

VOICE: You just said you don't need those Trump voters.

VOICE: You asked me if I needed them to win. I feel like this is unnecessarily argumentative. What is your question?

VOICE: The question is the same thing I ask everybody, that this is being called the empowering voters who stop Trump's power grab. Every other candidate has answered this question. This is not --

VOICE: I said, I support it.

VOICE: And the question is, what do you say to the 40 percent of voters who voted for Trump?

VOICE: Oh, I'm happy to say that. It's the do you need them to win part that I don't understand. I'm happy to answer the question as you have it written, and I'll answer it.

VOICE: And we've also asked the other candidates, do you think you need any of those 40 percent of California voters to win? And you're saying, no. I don't.

VOICE: No. I'm trying to say, I will try to win every vote I can. And what I'm saying to you is that -- I don't want to keep doing this. I'm going to call it. Thank you.

GLENN: She gets up and walks away.

VOICE: You're not going to do the interview with us?
VOICE: No. Not like this, I'm not. Not with seven follow-ups to every single question you ask.

STU: Oh, God forbid.
VOICE: Every other candidate has --

VOICE: I don't care. I don't care.

I want to have a pleasant, positive conversation, which you ask me about every issue on this list.

And if every question that you're going to make up a follow-up question, then we're never going to get there.

I've never had to do this before, ever.

VOICE: You've never had to have a conversation with a reporter --

VOICE: To any interview.

VOICE: Okay. But every other candidate has done this.

VOICE: What part of, I'm me -- I'm running for governor because I'm a leader. So I am going to make --

VOICE: You're not going to answer questions from reporters?

Okay. Why don't we go through -- I will continue to ask follow-up questions because that's my job as a journalist. But I will go through and ask these, and if you don't want to answer, you don't want to answer.

So nearly every legislative --

VOICE: I -- I don't want to have an unhappy experience with you, and I don't want this all on camera.

VOICE: I don't want to have an unhappy experience with you either. I would love to continue to ask these questions so that we can show our viewers what every candidate feels about every one of these issues that they care about.

And redistricting is a massive issue. We're going to do an entire story just on responses to that question, and I've asked everybody the same follow-up question.

GLENN: Didn't go well.

STU: Wow.

GLENN: Didn't go well.

STU: This is somebody who is -- she kind of even says it. She's never had to deal with follow-up questions before.

GLENN: No. No.

STU: What an amazing -- we sometimes don't appreciate what -- what a great life it must be on the left.

GLENN: Oh. I've thought about that a lot.

STU: You just go -- oh, my God. You never have to deal with anything. No one ever asks you a follow-up. No one ever pushes you on anything. You just say whatever you want, and everyone just walks away, as if it's the greatest thing of all time.

That must be so fun.

GLENN: You would be so intellectually weak. So intellectually.

STU: Oh. I mean, you see it there. She asked one minor follow-up question that isn't adversarial at all, and she pulls the plug on the interview. I'm not going to do this. I don't want all of this on camera.

GLENN: Well, there's a lot that I haven't wanted on camera. It didn't stop anybody else.

STU: Right. That's when they get most excited with you.

GLENN: Yeah, I know. I know. I know.

STU: That's so bizarre. The reporter wasn't even going at her hard. It was like, hey. What do you mean, you don't need -- it's such a -- what a layup of a question, Glenn. No offense. But it's like, do you need the 40 percent of people to -- Trump voters to win.

You say, well, I want to get as many of them as I can. And, of course, I want to get as many as I can.

But I want to stand on my principle.

Any politician. That's not even a follow-up question.

It's like, "Do you want more voters?"

That's the hard question she walked out of an interview for?

GLENN: But remember who she is. Remember who she is.

Okay.

STU: Must we?

GLENN: Well, I mean, I think we have just proven, everything they said wasn't true. According to people who had worked in her office, she has made several -- multiple staffers cry. People are so anxious to even -- to even staff her, because if anything goes wrong, she flips out on whatever staffer is present. She just talks to staffers however she wants. One criticism of Porter is that she allegedly is a terrible person, according to some accounts, abusive and racist. Separate text messages surfaced in which Porter scolded a staffer for giving the congresswoman COVID.

One message said, she was rage-prone and had a tendency to disparage staffers. Others suggested her expectations were wildly unrealistic. One message accused her of making racist comments.

Those are from her staffer. And remember, those are from 2022. I mean, we've seen this. And they just buried all of that. And now you're starting to see it. You know, when you force people into uncomfortable situations, you generally see who they really are.

And that wasn't really an uncomfortable. That was a normal situation for anybody who is -- you can't handle that, sweetheart, you can't handle anything.

But imagine, you're in California. She was the front runner yesterday!

That's who everybody was like, "Yeah, I'll probably vote for her."

It was yesterday!

STU: Yeah. Looking at Kalshi, running the prediction markets, and she was at a 40 percent chance to win, which was double anybody else in the race.

And today, she's now a slight underdog in the race from that interview. It was that bad.

Now, we don't know how the electorate actually responds to it --

GLENN: We don't know how much people will actually see it.

It can run and go away.

STU: Oh, conservatives will see that today. Because conservatives will play it like crazy. Will people who might actually vote for her see it, is a totally different question.

GLENN: How do we -- you know, we watch ABC, CNN. We have MSNBC on in front of us all the time. We listen to NPR. We listen to -- you know, the New York Times. We read the New York Times.

STU: Maybe it's time to appreciate us a little bit more. Just saying. We do that for you, every day.

GLENN: Yeah. We do it, so you don't have to. However, we bring those things up all the time. On the air.

We know where the other side stands.

There are stories that just don't hit that side.

STU: Yeah. They have no idea.

GLENN: And they don't listen to anything else. And so there are stories like that -- that stupid story of -- the judge's house burning down. There will be people forever, that believe that was a hate crime.

STU: Okay.

GLENN: There is no evidence of anything.

STU: Even of arson.

GLENN: There's nothing.

STU: Let alone some conservative that did it.

GLENN: It was a house that burned down.

That's all we know now.

They had to immediately jump to, it's a house of a judge. That judge stopped Donald Trump. Harmeet Dhillon wrote a really, absolutely innocuous, you know, hey, this judge just made this ruling.

We will fight that every way, we possibly can. That can't stand!

They took that and said, Harmeet Dhillon was targeting this judge. So somebody went on the right, and burned that judge's house down.

None of that -- there's no evidence of any of that. They don't even know what caused the fire yet. And I'll bet you, you're going to find out, that it wasn't arson, it was just a normal fire.

It was 11 o'clock in the morning.

It was just a normal fire. The house burned down. A tragedy. Glad that nobody was hurt. Well, her husband was hurt in it.

He had some broken bones and stuff, as he tried to get out of the house. And we wish them the best. But you're going to find, I think. And I'll correct it if we find differently. It wasn't any of those things.

But they have reported that now as fact. How many people are going to believe that forever?

I can guarantee you, I have members of my own family, who will bring that up to me. Well, you say violence. What about burning the judge's house down?

And I have to say, that's not true. Yes, it is.

And they won't believe me, because they heard it on MSNBC. They heard it on CNN. They heard it on the Washington Post. And so they just believe it. There are no facts to back them. None! Now, there may be in the future. Maybe in a couple of days. Let the process work. But there's none. These journalists on the left are so unbelievably irresponsible. And then because they have zombified their entire base, their base will not listen to the other side.

There are stories, I guarantee you. Think about how many people are going to believe from here on out, that Charlie Kirk was either killed by a Jew or somebody in his own camp or it was a left-winger. It was a Donald Trump MAGA killer.

Because that's what they said. And they're not listening to you.

They're not watching Fox. They're not getting their news.

They don't -- all news from major traditionally trusted sources. They watch all of that. And they think they're getting a variety.

Well, I read the Times and the Post. Oh, New York Post or Washington Post?

Well, not the -- the New York Post.

The Washington Post. There's no variety there.

STU: It's the same thing.

And this is how something like you can change your gender with a series of magical words comes into effect.

GLENN: It's how global warming is real.

STU: A liberal hears something like the gender stuff, for example. And they hear it for the first time.

And they just like you, react the same way. They -- what? What do you mean, you can just become a girl? What are you talking about?

They, in their minds, react the same way when they hear that. And then they hear it 500,000 times unchallenged.

GLENN: And saying, science is settled.

STU: And they're like, wow. I must have been wrong about that.

GLENN: If they have nothing to back it up, like in this burning down the house. They just say it over and over. And people go, well, they wouldn't say that, if it wasn't true.

STU: Right. And I don't hear anybody else. Oh, except for the crazy conservatives. That's what they're saying.

So, I mean, this is why -- I have hope, again. There's a lot of work to be done. She has a difficult job. But I hope for the Bari Weiss situation. It would be great if there was just an organization out of all of the ones that exist, that just comes out and gives you fair -- you know, balanced stuff. Now, I know Fox does that. But they're seen more as a conservative network obviously. But their slogan for years was fair and balanced. And it was seen by people who watched it and watched other networks. As the most balanced.

GLENN: Yeah. I think it was 40 -- 30 or 40 percent of the audience was Democrat.

STU: Democrat. So there's plenty of people who -- who will actually go and read and listen to other things.

But it's not particularly common. And I don't know -- what might happen is if the coverage by Bari Weiss over at CBS is, quote, unquote, too fair. They will be --

GLENN: They will be --

STU: They will be seen as a right-wing network and dismissed again.

GLENN: Yeah. That's how they will make them. And, by the way, congratulations, I was so glad to see GLAAD and everybody else, you know, LGBT celebrate Bari Weiss getting that position.

STU: Smashing another glass ceiling.

GLENN: Another glass ceiling. Yeah, it is amazing, what can be done.

STU: Too much fanfare. I was really overwhelmed by it.

GLENN: It really was. Yes. It's a first. But do we have to make that big of a deal out of it?

STU: Yeah.

GLENN: Or did you hear anything?

STU: I didn't hear one word about it. Not one word of celebration. No one -- no one -- again, this is a person who founded the free press. With her wife!

It was just bought by a major media organization for nine figures. And she's now the editor-in-chief. Or, yeah.

Is it editor-in-chief of CBS News.

Not a -- no flowery discussions about her sexual preference.

GLENN: No. No.

STU: Her sexual orientation.

GLENN: And she's not even conservative.

STU: No. She's not.

GLENN: She's just fair.

STU: She describes herself as center left. And this is how desperate we are in the race.

Wait. Someone who is center left, and actually kind of means something with her. She will actually say it, because sometimes conservatives are right on stuff.

We're like fine. We're not even asking for --

GLENN: Look at how desperate we are. But look at the other side. How authoritarian they are, on the other side.

You can't even say, occasionally they get it right!

No! Never.

STU: Never.

GLENN: And we're the authoritarians.

RADIO

The FBI secretly SPIED on Republican senators?!

According to newly released information, the FBI under President Biden secretly obtained the phone records of 8 Republican senators as part of an investigation called “Arctic Frost.” But while the FBI claimed it was about “election integrity,” Glenn has another take: This could be a WORSE scandal than Watergate…

Transcript

Below is a rush transcript that may contain errors

GLENN: I fell compelled to tell you today, that if your church, your synagogue, you know, is -- is not telling you these things and -- and helping you deal and navigate through the waters today, and showing you how the Bible actually is the answer to the things that you're dealing with in real life every day, you need to go find another church or synagogue. You must!

You must.

Anyone who is ignoring this, at this point, is either so under-equipped for the times. And so blind to the times, and clearly not getting any promptings from the spirit. Or they don't get it, or they are afraid because they're afraid of controversy. You know, in times where the truth is controversial, there's nothing you can do accept tell the truth. I mean, if you want to fix things. The truth right now is the most controversial thing you can say. A man is a man. Never will be a woman. Never.

The problem is: We keep conflating all of these problems with politics. And that's the problem!

I want you to just for a second play this monologue for your friends, who don't agree with me: You don't have to like Donald Trump to see the danger we're now in. You don't have to vote Republican or wear a red hat or cheer at rallies. You just really, all you have to do is love the idea of America. Not the flag-waving. The idea that man can rule himself, that we do not have a king or a dictator, or a cabal of people that run things.

There is no master. Government serves us! We are in charge of government, not the other way around. That's -- that's the American dream. That's what makes us different.

You also have to believe, that the scales of justice must stay balanced. I have told you from the first day, you know, after 9/11 when things got serious. I stand with the Constitution. Anyone who violates the Constitution, I will stand against. And I am a hawk on that! If the story that I'm about to tell you is true, and so far, all signs point that it is, then something has gone very, very wrong in our constitutional republic. The FBI under this administration, secretly obtained the phone records of nine Republican lawmakers. Sorry. Not this administration. The former administration.

They've released it, Trump has just released it. They have the phone records of nine Republican lawmakers, eight sitting US senators. They were not suspected terrorists. They're not foreign spies. They're elected officials. They're public servants. They work for you. People who work to represent millions of people, just like you.

And the FBI had a -- a vet investigation that we have now just found out, and all of the documents are there. It was called Arctic Frost.

The bureau said, this is about election integrity. But we now know, it swept up elective representatives, all from one party, without any -- anybody's knowledge.

Now, this is not 1972. We're not talking about a couple of thugs, that broke into a file cabinet, at Watergate.

This is much bigger than Watergate. And I want anybody who disagrees with Donald Trump to ask themselves: The documents are here.

If this was Donald Trump doing this, I would be with you and saying, this is authoritarianism, and it must stop now!

Why will you not join my voice with this? We're talking about digital surveillance. Invisible, vast, far more powerful than a hidden microphone in the Watergate building.

Chuck Grassley said, "It's arguably worse than Watergate."

And he's right! Because this time the government did not just spy on its political enemies from a smoky back room in DC in a hotel. It did it from inside the federal agencies that we're supposed to trust, that are supposed to protect people's rights. Now, if you have been told all your life that the real danger only comes from the right, that corruption, dishonesty, abuse of power is exclusive to conservatives, then I'm asking to you pause and to look again. Because the documents have just been released. When one side can weaponize the justice system and the other side cheers it on, justice dies for everyone. And it makes people who now want to say, "But look what they did."

They feel justified to get revenge. "Well, if they're doing it, we can do it."

And that leads all of us to hell. Then we're all in trouble.

People have been defending James Comey and have been saying, then this is just a political hit job by Donald Trump.

No, it is not. Again, look at the facts. He was accused to lying to Congress. It's not political persecution. When a grand jury recommends charges, that's not politics, that's the process! That's how our system is supposed to work. Now he goes to trial. That doesn't make him guilty. But it does mean, he has to face the same standard of justice, as you or I would! In America, no one is supposed to be above the law. Not Donald Trump. Not James Comey. Not Joe Biden or Hunter Biden. Not anyone sitting in the White House today or yesterday! Because in America, no one is above the law!

Now we have candidates. One running for attorney general in Virginia. Who openly flirt with violent rhetoric. And the media yawns! They call it, quote, colorful language. Quote, that's just politics!

No, it's not. When threats and intimidation become normal, when justice becomes selective, when the press decides who's innocent and who's guilty before the evidence is even in, the republic begins to rot from within.

So many people -- so many of our neighbors are just exhausted. And they've tuned everything out because it all sounds like noise. You know, they all lie. And nobody is going to pay.

That's what people say to themselves.

You stop caring, because the truth seems impossible to find. But when documents are -- are produced. And prove the truth! There is no argument. And the truth still does matter! If you want a civil society, justice still matters! And whether you voted for Trump or can't stand him. Whether you think Biden was a saint or a disappointment. None of that matters. What matters is: Do we still believe in equal justice under the law? Because if we lose that, we lose the promise of America itself, and you will get a dictator on the left or the right!

So I'm asking you, not as a conservative or a liberal, but as an American: Do not look away from this story. This is worse than Watergate. What happened in Watergate?

We had all kinds of hearings. Not to get the president. We had all kinds of hearings, to make sure that never happened again!

I can't tell you how many private conversations I have had with senators, who have said to me, whispered in my ear, they're monitoring everything I do and say!

No senator should ever feel that! No Republican, no Democrat, no independent, no communist. No one should ever feel that way in America!

But that will only stop when we demand fairness, when it makes you and your side uncomfortable, when you hold power accountable, even if it's your team holding it!

What will happen is: This story will go out. People will talk about it. The right will talk about it. They'll try to show the evidence. The left will not listen. The media will not report it. And then when it is all proven to be true, the media will say, "That's all old news."

And everyone will move on. And what does that do to the machine? It means the machine is never turned off. It means the machine gets more power. It means, next time, it could be you. If you don't punish whichever side is doing it, what happens? If you don't -- if Democrats don't tell the AG in Virginia, "This is unacceptable, and we do not tolerate that at all," what happens next? Stop dealing with what's happening now. Look over the horizon. What does that mean for tomorrow?

Justice can never be partisan. Never! Truth must never depend on who's in office. And America, this beautiful, fragile idea will only survive if both sides refuse to let blindness become loyalty.

Okay? Whether you like it or not, we are in this together. Gold just hit $4,005 an ounce. I have told you for 15 years, if gold hits $5,000 an ounce, you don't want to live in that world. That means the world is coming apart at the seams. Goldman Sachs just said their prediction is gold at $5,000 an ounce. That means, the trust of all of our institutions, the trust of our dollar. The trust of our government. The trust of our banking. The trust of our business.

All of that is up for grabs. You do not want to live in that world.

I told you yesterday, when I was talking about Civil War. That's not a TV show!

That means the end of all of the dreams that you have had for your children, coming to an end!

You no longer will be able to predict what their life will be like!

Now, you may not like it the way it is. But believe me, it is better than living in Somalia or Haiti!

Haiti is what revolution looks like.

Haiti is what Civil War leaves behind. Start looking at the news. What does this mean on what's coming next? And because of what that will lead to, what must I do today?

Today, you must look at the facts. Today -- today is an easy day. You must look at the facts of what was released yesterday on Operation Arctic Frost. And then you must demand Republican and Democrat, this must end!

TV

Dr. Oz DEBUNKS government shutdown lies about health care

Democrats are playing "high-stakes poker" with the government shutdown, and they’re "running out of chips," says Dr. Oz, the Centers for Medicare & Medicaid Services administrator for President Trump. He joins Glenn on this week’s "Glenn TV" Friday Exclusive to debunk the Left’s lies — like is the shutdown REALLY about providing "lifesaving" care for illegal migrants? (Hint: No, no it’s not.) Plus, Dr. Oz explains why Americans are paying higher prices for medicine than Europeans and what the Trump administration is doing to remedy the situation, WITHOUT losing medical innovation here at home (there’s a reason why wealthy Europeans come to America for cancer treatment). He explains how TrumpRx — to be launched next year — will "bring transparency to the process" of finding affordable medicine, in an effort to ensure that no U.S. citizen has to "decide between groceries and medicine." Plus, Dr. Oz explains why the initiative will begin with Pfizer, despite the dark cloud COVID left over the pharmaceutical giant.