BLOGJuly 27, 2017

'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.

RADIO

Canada’s Euthanasia CRISIS: Assisted Suicide and Organ Harvesting

Canada’s MAID (Medical Assistance in Dying) program has crossed a moral threshold, and Glenn Beck is sounding the alarm. What began as a so-called “compassionate” option for the terminally ill has expanded into a dystopian system where citizens are being encouraged to end their lives over depression, poverty, or homelessness. As healthcare collapses, the government’s answer is to reduce the “surplus population” while even harvesting organs in the process. Glenn exposes how the normalization of euthanasia devalues human life, opens a dark ethical path, and serves as a chilling warning for America.

Transcript

Below is a rush transcript that may contain errors

GLENN: It's -- getting really bad up in Canada. I was with some Canadians yesterday. I saw them. I was up in the Capitol after meeting with senator Lee. And I come out, and these people say, "That's Glenn Beck. Glenn Beck."

And I turn around. And they're like, "Oh, my gosh." And they come up to me, and they're Canadians. I'm like, "Can you guys still cross the border from Canada? I didn't even know that was legal, still."

STU: They love this humor, by the way.

GLENN: They loved this humor. But they were great. They were big fans, and, you know, I asked them about how things are going in Canada. And they said, "Really not good."

I said, "I'm really concerned about your MAID program."

And they were like, "Yeah. You think so?"

Canada is in a euthanasia crisis. The cheapening of life. This started out about ten years ago, in Canada.

You know, if you have a chronic illness and you are close to death. You're going to die, anyway, and I don't mean like from old age. I mean, you are close to death. And you are in massive death. You can end life.

Now, if you remember right, Stu and I talked about this in the days of Fox. One of the problems we had was the complete live system with -- with Obamacare.

STU: Yeah.

GLENN: When you have -- when you have a government health care system, all it takes is a shortage of any kind. And then you start devaluing life on both ends of the spectrum. Up until 12 -- I think he's up to 12 years old, you get very little Medicare -- or medicine and care.

And over 50, they begin to cut your care. They keep the ones who are actually working hard. And making all the money. They keep all the care there.

Because that's what's with good for society. Okay?

This is exactly what is happening for Canada. And they're not saying it.

They can't keep up with the system of care that they have there. People are dying all the time. And so what they're trying to do is just reduce the surplus population. And so now you can go in and get euthanasia for -- I mean, pain. You can't conduct yourself with meaningful activities anymore.

You can't perform your daily activities.

You have depression. Autism. I mean, all kinds of stuff.

STU: Really, any reason.

GLENN: Any reason.

STU: It's at least expanding to that eventually.

GLENN: It just expanded. There were two people that were just cleared for euthanasia. Because they got kicked out of their home. Because their home was being given to illegals.

So these Canadian citizens. They get kicked out of the home. They can't find a place to live.

And they're getting depressed about it. They go to the doctor. And the doctor is like, we don't have any beds for you.

It will be months before we can see you.

You can't give me any kind of help on this?

No.

STU: My gosh, they should have illegally crossed into this country.

I would be happy to help them.

GLENN: Well, no. They're Canadians. If they're Canadian, they're probably white. And we can't help them.

STU: Hmm.

GLENN: I know me too.

So they -- they convinced two of these people, just kill themselves.

STU: How --

GLENN: Because --

STU: So awful.

GLENN: Awful. Awful.

STU: But this is -- this is a -- can a long-standing. You know, you want to make a slippery slope argument.

This is a really easy place to be.

GLENN: And it's happening over and over again.

STU: It's the same place that happens every time.

GLENN: Yeah. Every time.

STU: You look at that, what is the movie, Million Dollar Baby, I believe it was. If I'm remembering right. It was Clint Eastwood. And so that was a really fascinating movie to watch, as someone -- in our position. If you're a conservative.

GLENN: Uh-huh.

STU: Because she -- spoiler alerts, throughout, she was a female boxer.

This is a wrong time. A apologize if I get it wrong. She has a terrible why are in the ring. And is put on basically life support.

And kind of wants to die.

And he unplugs her at the end. If I remember right, basically.

And she dies. And it's the best possible case in a way, for euthanasia. You feel terrible for her. She had all this to live for. This awful thing happened to her. She was incredibly unhappy.

And, you know, you felt like, he was doing the right thing.

The movie presented it in a way that it felt like, this is a tough choice. But he did the right thing.

GLENN: I'm trying to remember the Rachel McAdams' movie about kind of the very same thing.

STU: Okay.

GLENN: It was very disturbing.

Life without you, or something. And she falls in love with this guy.

And, you know, she thinks he has a great life. But he's in a wheelchair. And they have a great time. But she doesn't know that she's just care-taking because his parents are trying to get him to find purpose in life again. He was in an accident. Find purpose in life again. But he just wants to kill himself. So they fall in love and everything else.

It in the end, he says, I want to kill myself. And he see. And you're made to feel like, that's an okay --

STU: Yeah. Hey. And I think those are valuable vehicles. They challenge you a little bit. You're like, okay. This is a tough situation. A tough call or whatever.

And I don't remember at the end of the movie, yeah. I'm pretty sure.

GLENN: Me too. Me too.

STU: You don't want to unplug people, when there's no reason to.

GLENN: Uh-huh.

STU: And that is always where it starts. You feel like, there's a tough call to be made here. This person is in pain, they're suffering.

But if you don't prioritize above all else in these situations, above quality of life.

Above whether -- whether they feel that they have nothing to live for.

If you don't prioritize life. At least from a legal standpoint. You know, you -- you put your society, on slippery slope that ends this way, every single time. And, you know, we all kind of understand the truth of the situation, which is, it's very difficult to prevent over someone's life. If they want to take their own life. They will probably be able to do it.

GLENN: Yeah. Yeah.

STU: But coming to a societal acceptance of something like this.

Put you on a road to darkness.

GLENN: Well, they -- they say that we're doing this scientifically we have three doctors that have to sign up on this. Well, that's exactly the number that the Nazis have to.

STU: And they trim that number.

GLENN: They did. They did. And I think they had one or two. They trimmed that number.

It may be back up to three. Here's the good thing. You get more doctors involved. Because now they are prepping the people for euthanasia with -- I think it's Heparin. Which you put a line in of Heparin. And that preserves your organs. And so as soon as the doctors off you. Other doctors take you. And take out your organs. And now Canada is becoming one of the biggest organ warehouses since Hammond.

RADIO

Did Ketanji Brown Jackson say black voters are DISABLED?!

MegynKelly‬ joins Glenn Beck to discuss Supreme Court Justice Ketanji Brown Jackson’s “unbelievable” comparison of black people’s ability to vote with disabled Americans, Justin Trudeau and Katy Perry’s alleged romance, and Megyn’s upcoming stadium tour stop with Glenn.

Transcript

Below is a rush transcript that may contain errors

GLENN: Hello, Megyn, how are you?

MEGYN: Hello, friend. I'm great. How are you doing?

GLENN: I'm good. I'm good. I'm glad to be with you. What is it? Next Saturday, we're going to be together here in Texas.

MEGYN: Fort Worth, baby! Let's do this thing.

GLENN: Could you get a bigger arena, have you been to the Dickie's arena?

MEGYN: No. I can't wait to see it.

GLENN: Yeah, well, there's a lot of it. There's a lot of it.

But we're going to be together, and tickets are still available. Grab your tickets now. I would like to know a couple of things. First of all, I'm going to making a pretty big announcement, breaking some news with you. Because you're a journalist, and everybody goes to you for these things. But I'm going to be breaking some big news.

And then -- what -- I'm only asking this, because I just got off, you know, one of the shows from Charlie Kirk. And the audience kind of threw me for a loop. I didn't even -- I've never even pondered before, Megyn.

MEGYN: Well, I think we're going to be doing some Q&A with the audience too. And I'm looking forward to that. I've been hearing a lot of folks commenting on our social media feed, that they would love to interact. And I thought, maybe we'll kick it off with Q&A, have people have their say, and then we can do our interview and all that. But my goal overall is to just make it a good time. I think people, if you're going to go out on a Saturday night, you want to have fun. You want to keep it upbeat. There's so much to make fun of.

GLENN: Well, I'm good at that. I'm with you on that. I can be with you all day long on that.

MEGYN: This administration, which has a very healthy sense of humor. And the bizarre attacks. Did you see the Bradley Whitford thing on The View just yesterday saying, there are internment camps going on right now in the United States. Are there?

Really?

GLENN: What!

MEGYN: He played a political hack on the West Wing.

And now, ever since, he's kind of like Yul Brynner in the King & I.

Remember when he had really started asking the king, he thought what he really was. That's what happened with Bradley Whitford. Martin Sheen too, who played the president in that same series. Now they've both gone so hard-core left. And saying all the worst rumors you hear from your great, great granddad on, you know, Facebook are true.

The internment camps across the United States, where?

Where specifically, Bradley? Walk me through it.

GLENN: Can you help me out on Ketanji Brown Jackson yesterday? I think she said that blacks are mentally handicapped or maybe physically handicapped. But she compared the Voting Rights Act with the ADA. What kind of -- how low can they go in insulting black Americans before black Americans are like, okay, come on!

MEGYN: No, it was unbelievable. If one of the white justices had said that, it would be on the cover of every magazine, the top of every newspaper. The fact that I guess she's black and a woman, they give her a pass.

She actually tried to say that we need ongoing scrutiny of all voting schemes in America, because blacks are like people with disabilities, with basically no rights. Because she was saying, when we passed the American with Disabilities Act, we had no requirements that building the handicap accessible. And that's basically the position of blacks in America in 2025. There must be a national mandate requiring them.

GLENN: How do you build a building so it's black accessible?

Because I think they already are. What -- what kind of special ramps are needed to be built here? I don't understand.

MEGYN: Yeah. Do our black friends know that they can't just walk right into the buildings. I'm not sure I'm aware of that. Or is it just Ketanji?

How did she walk into the US Supreme Court to make the point that blacks are not equal, and being permanently disabled, as she puts on her robe, to take one of nine seats.

GLENN: It's just crazy. Just crazy on that.

And then, you know, we have the shutdown which is completely bizarre, the way the Democrats are trying to do this. And I think they're holding it closed now, because of the no kings rally. They want the big no kings thing.

Is that violent, or how is that going to turn out this weekend?

MEGYN: Did you see the Trump tweet saying, I'm so relieved. Thank you so much to the no kings crowd. I thought somebody was trying to become king. But thanks to you, I remain the president.

I appreciate it. He's a master troller. You know, they did this in June, with all of the same numbers. And nothing happened. No one cared.

Didn't really get a lot of press. And that's exactly what will happen this time.

One thing I found interesting, about the no kings media promo they're doing. One of the groups that's helping is the human rights campaign. And of course this is like an LGBTQ anti-pride group. Used to be more about gay rights. And now it's gone completely trans. And this is the group, that gives everybody their score. You know, their DEI score.

GLENN: Oh, yeah. That's right.

MEGYN: The math is totally off. You're actively out there protesting against the president, and we're still going to have anyone in corporate America, pretend that you're just an impartial arbiter, that is worried about a civil rights issue? As you're out there marching against the sitting president, with -- with people like Bradley Whitford, who are in internment camps. I mean, the mask is completely off.

They've already been defanged, thanks to Trump. And his active pushes through executive or his. And de I agenda. That's what's going to be there. The move on crew.

GLENN: How long does this go on? How long do we need the government and control of the government before it's crushed, the spirit of this is crushed? I know people will always believe some of the craziness of this stuff. But this -- the whole delusion that we were all living under for a long time. It seems to be over. Or at least dying. How long before it's dead?

MEGYN: Yeah. We need two terms with J.D. Vance, post Trump.

GLENN: That's exactly what Trump said.

MEGYN: Yeah. We can't -- and as much a miracle worker as Trump is. He can't get it done in four years. And we've learned from him how to do it.

And that's working. Just yesterday, there was a headline about is yet another hospital. This one in Boston. Shutting down the puberty blockers and cross sex hormones for anyone under age 19. Because Trump is defunding these hospitals that continue to provide that.

It's amazing. He did that via executive order.

So going three years without those so-called services. Is great. But if you go an extra eight on top of that, without them doing this, and then we see the difference in our youth, we're growing out of their gender dysphoria, just one example.

The case will be so much stronger for never bringing this barbarism, back again. And same with DEI. That's dying a fast death. Every day, you open the paper. And you see more stories. Sob stories on the left. About another DEI program that's been eliminated. And now these people have nothing to do with their useless degree that they got from Brown University or NYU or Harvard. So if we have another, let's say, three plus eight, and we go 11 years without people getting hired for these roles. The programs get eliminated at the universities.

No one wants to major in something that is not salable, after the fact. So if that's the case, and Trump has gotten us a jump-start on it all.

Yeah, it could be done in '28.

STU: I think you're referring to the numbers that we were just discussing. That there does seem to be a falloff. A decrease since 2023 of people who are identifying as, you know, LGBTQQIA2+. Is this a sign that it was a social contagion?

And you think the dropoff is real, or just a temporary thing.

MEGYN: Well, first, I think we have to give a shout-out to Justin Trudeau for leading the way and dating Katy Perry, abandoning his earlier, obvious confusion.

GLENN: That lesbian love that he's got. I didn't know that he's lesbian.

MEGYN: Exactly. I mean, honestly, I can't think of a man on earth, I would rather sleep with less than Justin Trudeau. Sorry!

GLENN: I'm -- you know what, I'm with you on that, and Katy Perry too. I'm like, Katy Perry is not somebody -- no, thank you!

MEGYN: I mean, obviously she's the dominant one in that relationship.

GLENN: Yeah.

MEGYN: But, yeah, no, that was great news. But it's -- when I was in Portugal. I was so encouraged, of course. Because I love to see those numbers fall. Absolutely awful, what we've been doing to children.

GLENN: Yes.

MEGYN: But I also feel so sad for the ones who got sucked in. You know, I got sucked into trends where we wore V-neck sweaters and long pearls that we tied in a knot. These kids are getting sucked into trends where they're having double mastectomies or huge portions of their forearm cut out and try to be built into a fake phallic. And they will never have sexual enjoyment. Never have sexual function. They will live the rest of their lives deformed. And obviously manipulated hormonally, where you can tell what they've done with the voice and so on.

And, you know, I just can't imagine.

The vast majority of them are sterile. They can never have children. These girls can never breast-feed.

GLENN: It's crazy.

MEGYN: They're confused if they wind up ever having them. So it's like great. Well-done, Democrats and barbaric doctors and hospitals. You've got a bunch of money. You worked out your woke bona fide on a bunch of 16-year-olds who will now have to walk around with the scars of your practice. You decided to practice on them, for the rest of their lives.

The only solution here is massive lawsuits. Huge, devastating lawsuits against the people who did this.

GLENN: I have to tell you, I'm watching Canada, what's happening with MAID up in Canada. And it's become barbaric up there.

We are probably five more years of, you know, full, you know, just full sprint out, the way we were going. Maximum ten, before we were in really, really scary, you know, 1930s kind of territory.

I -- I think there will come a time, where people, hopefully, that history books will -- you know, we will see these shows, where all of these and their people, and everything else. And it was all this woke stuff. This time period, will be just this weird time capsule. That people will look back and be like, what the hell happened to society?

What the hell were people thinking?

MEGYN: You're so right, Glenn. Ten years ago, people would ask that question. What will we look back that we're doing now? In a way we look back at lobotomizing people and say, that's horrible?

The conventional wisdom, ten, 15 years ago. Was the way we treat animals, like the slaughter of animals for human consumption.

GLENN: Yeah.

MEGYN: Boy, has that changed. I mean, in just a short amount of time, it switched to the mutilation of healthy children. For what?

At the hands of their own parents, who are working out their mental issues, on their children!

It's like -- and maybe they don't know, because the left doesn't tell them. Read about this in the New York Times. That 90 plus percent of these children will grow out of any gender confusion.

GLENN: But you have every doctor.

You have every doctor, you can go to, saying, you will kill your child, if you don't -- and there's a lot of people that are just -- they don't what an to do. They don't know what to do.

MEGYN: I know. And on top of that. The same doctors are saying, the child will kill themselves, unless we let them do this.

And you seek out a doctor, just for your child to have individual consultations with. And they're being told by all the medical societies, the only proper standard is to affirm, you may not explore any other mental issue with the child claiming German Shepherd confusion. So these psychologists and psychiatrists have their hands tied now by their licensing organizations.

We just have to go up to the Supreme Court, out of Colorado, where we tried to actually pass a law.

They did, pass a law. Saying, you may not say anything other than affirm. I affirm. I affirm.

We're making it known, a violation of law, for I to try to explore, whether the kid really is gender confused.

You have to affirm his delusion, or you committed, quote, conversion therapy on him. That law is going to get struck down.

STU: It is.

GLENN: It actually could be a nine-zero ruling. But, I mean, that's how crazy we've gotten in our stories. I think you mentioned this, Glenn, in the past five years, we've lost our mind on race and gender.

I think the tide has turned more dramatically on race, and as on the gender mania. That's an example of that.

But it has -- I feel that it's happening.

GLENN: I do too. I do too.

Megyn, thank you so much.

Megyn and I will be together on the Dick ease arena, next Saturday on the 25th of October.

You can get tickets at MegynKelly.com.

Glenn Beck’s EMOTIONAL & HEATED TPUSA Campus Speech | Glenn TV | Ep 462

A few weeks before Charlie Kirk’s assassination, he asked Glenn Beck to join him on one of his Turning Point USA campus tours. Glenn agreed, but with one caveat: “I do not want to debate college students.” The terms were set: Glenn would educate about the truth of America’s history, while Charlie would debate. Then, everything changed on September 10, 2025. Despite the loss of one of America’s greatest political and spiritual giants, the American Comeback Tour didn’t stop at Utah Valley University. Friends like Glenn, Tucker Carlson, Megyn Kelly, Michael Knowles, Allie Beth Stuckey, and Vice President JD Vance agreed to pick up Charlie’s torch to inspire the next generation of conservatives on college campuses. On October 9, Glenn delivered a powerful rallying cry to the students at North Dakota University. In this episode of Glenn TV, we bring you the best of his raw personal testimony. From his battles with addiction to discovering faith and purpose, Glenn shares transformative life principles drawn from his career journey. He also showcases priceless historical artifacts that challenge mainstream narratives about America’s complex legacy of good and evil. And he debuts a trailer for “George AI” — a groundbreaking AI tool he’s been quietly developing for a launch in 2026. Finally, Glenn takes heated questions from students about Israel, AIPAC, and October 7. All for Christ. For Country. For Charlie.

Watch Glenn's full TPUSA speech and Q&A HERE

RADIO

I learned A LOT at Charlie Kirk's Medal of Freedom ceremony...

Glenn Beck attended the White House’s Medal of Freedom ceremony for Charlie Kirk and learned a lot. Glenn shares stories about President Trump, Erika Kirk, Marco Rubio, and others…

Transcript

Below is a rush transcript that may contain errors

GLENN: I have to tell you, I mean, listen to my voice. I'm tired from it.

The President went over on Sunday, conducted all of that business, got back on Air Force One, flew all the way back. He -- he said he flew back because he needed to do this on Charlie's birthday. He said he was going to delay it. And then he realized, "Oh. It's Charlie's birthday. Have to be down on his birthday." So flew all the way back. You know how much sheep he had in the 36 hours? Zero. Everybody else on the plane had about an hour and a half. Because if you're working for the President when he's up, you're up.

And they were zombies. Everybody was zombies. And he was -- I don't know how this guy does it. I mean, he doesn't take any drugs. He doesn't take -- you know, no -- nothing nonnatural goes into this guy's body.

STU: I mean, there's certain products at McDonald's, that do go down --

GLENN: Yes. You're right.

Okay. You're right. I can't say that. No stimulants go in his body.

STU: I don't know who RFK Jr is. Considering he see not drink.

He see not --

GLENN: Does not take drugs.

STU: He's very much against those stuff.

GLENN: Yeah, very much. Just good genetics, I think. The guy does not sleep. He just doesn't sleep.

STU: Is that concerning for long-term health? I mean, I guess --

GLENN: For everybody else. But he's been this way his whole life, I mean, this is the way he's operated his whole life. I don't think so. It's just the way he is. He doesn't need very much sleep.

The guy is changing the world. I mean, you remember we were watching -- we were watching when he arrived in Egypt. And I said, "I've never seen this before."

I'll have to narrow this down for you. Because I say this several times a day now.

When the world leaders get together, they stand on the stage and get one shot. Once in a while, they'll stand on stage, as they're assembling. And they'll talk amongst themselves. But I've never seen a photo line with world leaders, to take a picture one on one with the president. Okay?

Never seen that in my life. Okay?

That's what was happening on Monday. In Egypt!

He was two hours late. Okay?

And apparently, and I'm not going to divulge too. Apparently, one person was upset. And was like, I'm not waiting around for this.

Yet, they waited around for it.

And they lined up. Even the king of Saudi Arabia was in the line, waiting in the line for 30 minutes.

While he took photos with all of the leaders around the world.

They are treating him -- I mean, he's changed the world. The guy knows how to use power.

It's my understanding from conversations that I had piecing some things together. It's my understanding, Vladimir Putin has changed with him too.

Even Putin has known -- noticed, this is the guy who is kind of steering the world and is more deferential to Donald Trump.

And I hope that's true. I hope that begins to play out with Ukraine.

STU: It's quite key to understand who you're speaking with, right?

It's not always about what you want to say and what you want. It's about what the other person wants and what they understand.

Someone made the point that Donald Trump speaks Arabic better than any native speaker. And I thought that was an interesting comment.

It's like, you know, it is a -- he -- he seems to be able to communicate to the leaders in that part of the world.

GLENN: They understand strength.

STU: They understand it, yeah.

And they react to it.

GLENN: Uh-huh.

STU: And I think they don't see him as a -- a passing -- like, oh, he's here. But just wait him out.

They don't think he's going to change or fold on this stuff.

GLENN: And they think he's changing the world. And everybody who follows him, is going to follow in these footsteps.

They don't think, this is just, he has got three more years left, and then Kamala comes back. They don't think that --
STU: They think it's changed for good?
GLENN: They think it's changed for good. I believe they think J.D. Vance is going to be the next president. And I think so too.

I mean --

STU: Certainly, the favorite of the Republican Party, obviously.

GLENN: Yeah. He's -- he's killing it.

But then again, I saw Marco Rubio yesterday. He listens to the show. And his wife listens to every word of the show. And I said, "I hope you've noticed that we really like what Marco is doing."

I mean, the guy is -- and I said to him. I said, "Marco, what happened?"

And he's like, "What?" I said, "You know, we've always been a fan of yours. I mean, we interviewed him for the first time." You remember the first time we interviewed him for president, the very first time, and we all got into a car. You, me, and Pat, we did a video. We were like, "This guy is amazing. He's great."

STU: Really liked him.

GLENN: And then he got into the Senate and was kind of, I don't know, hard to pin down. I don't know what happened to him. And he immediately said, "It's the president."

I said, "Eh, the president is leading, yes. But there's a change in you. You are just killing it. Killing it."

STU: Should we join in here for one quick side bar of the current odds to win the presidential election at 2028.

Okay. So first -- first place, this is according to Kalshi. 32 percent chance, J.D. Vance. Second place, 21 percent chance, Gavin Newsom.

GLENN: Oh, my gosh.

STU: Third place -- I mean, again, this is prediction markets, what people believe will happen. This is not an official poll or anything.

Third place, 7 percent, Alexandria Ocasio-Cortez.

GLENN: In third place.

STU: In third place. Comically, fourth place is also 7 percent actually is Donald J. Trump. You may have heard him. Currently president of the United States. And that would be -- that would be an interesting Constitutional amendment for that to occur for that to happen.

GLENN: It would be. It would be.

STU: Then you have Pete Buttigieg. Marco Rubio at 4 percent. Josh Shapiro. Kamala Harris. Wes Moore, Maryland. Gretchen Whitmer, Michigan. Andy Beshear, Kentucky.

GLENN: Okay, so it's way too early. It's way too early.

STU: Three percent. Glenn Youngkin, 2 percent.

GLENN: Oh, I'm sorry.

Glenn Youngkin. I thought you were saying Glenn Beck. Because then that would start to make sense. Everyone putting their money down is insane!

STU: Yeah, again, I would not be betting on that market now.

GLENN: No, I would not. But, I mean, he is -- he is on top of it.

And honestly, we're going need to somebody who operates like Donald Trump and can keep the republic. Keep the republic. Keep the Constitution.

Because we're going to head for some really, very difficult times. Very difficult times. But, anyway, back to the Charlie Kirk thing. It was very, very nice.

Erika is, you know, really gaining her voice. Only towards the end was she really kind of breaking down, but she was very good. The president was so gracious yesterday with everybody.

I mean, he is really an amazing man. But it is funny, because I have a picture of the two of us be by the Oval. Outside of the Oval. You open up the Oval Office door and you walk out, yeah, there it is.

Yeah. I have a picture of us. And he is right there, he's pointing to the Rose Garden. And I said, "You know, the worst thing that I think anybody has done to a First Lady was done to Melania."

I said, "They did so many bad things. But one of them is this Rose Garden." I said, "If I'm not mistaken, she just took Jackie O's exact plans and redid them."

And he said, "Yes. Yes!"

I said, "I can't believe how dishonest the press is. They just want to destroy you, and they'll go after your wife on that."

It's restoring the Jackie O plan!

And in their press coverage, they were like, "This is offensive. Jackie O would be..."

No, she would be happy that it was her plan.

Anyway, he said, "Yeah, I'm going to pave over this."

And I'm like, "Oh, my gosh, you're going to what?" And he said, "No, they're going to be nice pavers, but, you know, I'm going to pave over this." And he said, "Because it's useless." He said, "It's grass." So women come and they stand and they're on their heels, and they're sinking into the grass. It's usually wet." He said, "We need to be able to hold events out there." And he said, "And it would be beautiful, beyond anything like anybody has ever seen."

So he starts yesterday and he comes out. And he said, "This is the first time" -- he said, "I just put these pavers down."

And he said, "This is the first event in the Rose Garden with these pavers."

And it's absolutely beautiful. It's got flags on the corner. They have these special flags made. It's really, really -- it's beautiful. All the press was tanged in the back. And I haven't heard word one from the press on this. Not word one. Have you heard anything about what he's done with the Rose Garden?

STU: No. I did see some plans. Are these accurate plans where they will build another giant building on the property? Is that --

GLENN: Oh, that -- yeah. He's doing that.

STU: Is that going to happen?

GLENN: He's paying for it all, he's doing it all. It's a big ballroom.

He's like, "The country needs a ballroom." You know, "We have these state dinners." He said, "We put them on the grass." He said, "We need a ballroom."

And he said, "Tax payers don't want to pay for a ballroom, I'll pay for it."

So he's building it, and it will be done.

He said, by 2026. You know, some time early spring 2026. I'll believe it when I see it. But he tends to get things done quickly.

STU: Yeah. Sure.

GLENN: But the one thing I noticed was the security perimeter of the White House is astounding! It's at least doubled. Now you don't go into that park. You can go into the park. But you can only go in certain places in the park. But I think they're moving the perimeter, the security perimeter, at least a block around it. All the way around.

STU: Perfect sense, obviously with this environment.

GLENN: It was the first time I've seen the president in many months, outside without bulletproof glass between us.

I mean, he -- he stood outside, you know, trees in the area. Buildings in the area. And he was safe, outside. And it must be weird to live in that kind of bubble. But it was amazing. It was amazing.

They're really doing a good job. And the entire ceremony, the guy just knows, and he's just a showman. He just knows how to do things like this.

Except, somebody had hijacked. I mean, I think he had hijacked the music. Like ten minutes before he came out. It's like Abba, Dancing Queen, was playing. In the Rose Garden.

It was a little -- but then it stopped. And you could tell just -- you could tell when he actually picked. And I can guarantee you, he picked it.

And I was in -- remember I told you last time I was in the White House. I told you, he had selected all of these paintings of all of the presidents. And he put them strategically.

And when I was with him last, he said, I don't know what to do with this guy. And he had in the hallway kind of stuffed in the corner of the residence. The painting of Eisenhower.

And I said, "Eisenhower was the one who warned about everything you're dealing with right now."

I said, "Go back and read the industrial, you know, military-industrial complex speech. He talks about education and science and everything else."

I said, "He should be in your walk."

Because he said, "I put all of the paintings down strategically, so when I turn a corner, I see a face of somebody that reminds me, learn. Don't forget the lesson from him."

STU: Hmm.

GLENN: Now, you come down from out of the residence, and you turn that first corner, and he's moved the picture of Eisenhower. So the first president that he sees, as he comes down the stairs is Eisenhower. It's pretty cool.

STU: It's interesting. Do you think people see Donald Trump as a guy who thinks that way?

GLENN: No. But that's what they miss. That's what they miss.

He's -- he's really strategic in everything he does. I mean, he -- he -- he really knows, choose your thoughts. And so he's always -- you come down the stairs. And he's looking at Abraham Lincoln.

He turns that corner. And he's now looking at -- at -- at Eisenhower.

Every time he turns a corner, there is a Ronald Reagan, you know, there's George Washington.

He's always turning the corners, and looking at people to remind him. He -- he is a very thoughtful guy. Really thoughtful. Because he knows, choose your thoughts.

And that will -- and that will move your life forward in that direction.

STU: Seems to have a more complete understanding of history, now. Too. Would you say that the second term?

GLENN: Oh, my gosh.

STU: He went into that first term, obviously like -- you didn't even know at that point.

GLENN: No, his learning curve is almost straight up. The guy doesn't sleep.

So I was talking to I think Master Crowley. And she said that -- she walked in, in the middle of the night. Everybody is -- everybody is trying to get some shut eye. And she said, "He's in his office with stacks of books and papers. And he's just digesting all of this stuff." She said, "He's up all night just reading and getting stuff done."

It's remarkable.

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