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.

THE GLENN BECK PODCAST

"Everything is For Sale" — How the Cartels Control Mexico's Government

It is widely accepted that the cartels in Mexico not only control significant swaths of land, but they also have incredible influence over how the country's government operates. Border Expert Brandon Darby sits down with Glenn Beck to explain exactly why this is the case and what the Trump administration's strategy truly needs to be in order to crush these powerful cartels.

Watch Glenn Beck's FULL Interview with Brandon Darby HERE

RADIO

We're being played. THIS is the REAL threat to America

Conservatives in America are being divided over the wrong things. Glenn Beck asks: Who’s the real threat to America: Sen. Mike Lee, who wants to sell 3% of federally-owned land to states and cities, or the rising radical communist wing of the Democratic Party, who recently chose Zohran Mamdani as their NYC mayoral candidate?

Transcript

Below is a rush transcript that may contain errors

GLENN: I want to talk to you about the enemy being clear. Crystal clear!

But I'm not sure to everybody.

I'm so sick and tired of us turning on each other.

We saw it with Elon Musk and Donald Trump. I like both men. Can we stop?

Thankfully, they did.

You're seeing it with Trump's bombing of Iran. Where you were either a Jew-loving Zionist or raging anti-Semite, or if you're me.

Both!

And then there's something that really caught me off-guard. The people who are turning on Utah Senator Mike Lee over a housing proposal, he's had this housing proposal since 2022.

But if you go on X, you're going to learn, apparently Mike Lee, one of the most Constitutional loving conservatives I know, wants to sell off our national parks and forest.

You know, he was probably in Coeur d'Alene lighting the matches, because he hates our forest so much. He wants to make sure you never get to hunt.

All he wants to do is take away your fishing and hunting rights. And build cheap housing complexes. Amazon warehouses. And whatever China and BlackRock want.

You know, I addressed this a few weeks ago. I invited Mike to clarify where he stands. Because some of my family are very concerned.

You can find the segments on my YouTube channel. Go and subscribe to my YouTube channel. Will you please? But since then, apparently, there's a crusade out to cancel Senator Lee.

There have been a few major updates. So today, let me just take a look at just the facts here, where we stand on this right now.

Over the weekend, Mike Lee decided to withdraw his federal land sale provision from the big, beautiful bill.

He said, quote, while this has been a tremendous amount of misinformation, and in some cases, outright lies about my bill. Many people brought forward sincere concerns.

Because of the strict constraints of the budget reconciliation process, I was unable to secure clear, enforceable safeguards to guarantee, these lands would never be sold.

Only to American families. Not to China. To not BlackRock.

And never to any foreign interests.

Wow! What a shill for the globalists, right?

Or maybe how it should work. Members of Congress propose something presented to the people. And then they listen to the community. Instead of just insisting, we have to pass it, to know what's in it.

And I didn't hear this kind of outcry for that!

Here's one of the bigger issues here. We're speaking two different languages.

A lot of criticism online is that Mike Lee wants to sell off our public lands!

Our public lands. Pragmatism to a lot of Americans, those lands are the lands we use for recreation. And hiking. And haunting. And fishing.

And things like that. That's whatnot he wanted to sell. And he promised to make that much clearer in the revised bill.

Now, let me remind you, on the public lands. President Biden, under his administration. The federal government was ordered to conserve 30 percent of our lands. And our waters by 2030. So apparently, our public lands are being gobbled up even more.

That's another, I think six percentage points. Another 6 percent of the entire land in the United States, going to be seized by the federal government, by 2030. And it falls directly in line with the UN's 30 by 30 plan.

It's an initiative for governments to seize 30 percent of all land and water by 2030. Now, do you think the UN wants to give you more hunting and fishing land?

Do you think they're all for that? Or do you think these radical environmentalists want to restrict your access in the name of fighting climate change?

By the way, current -- currently, the US government owns 640 million acres of land. That's nearly a third of the country. So they've almost met that 30 by 30 goal.

And they will meet it, and then what's next? The 50 by 50 UN goal.

And in order to seize the rest of the land, there's the Sustains Act that passed. Do you know about this? I didn't hear about any outcry for this.

Where was the right on this one? It was enacted in 2023, allows the government to receive private funds to advance conservation programs.

So BlackRock, if they wanted to, could buy up the conservation lands! Does your property contribute to pollination, photosynthesis. The air we breathe. The water we drink?

Well, as I -- as I exposed, on a show back in September, the Sustains Act allows all of that to be monetized through the relationship of private investors like Bill Gates. And the government!

And it occurs without the landowners permission.

So they can take your land. Or tell you exactly what you want to do, or what they want you to do on that land, what you cannot do on that land, because photosynthesis happens.

Where was I?

Where were you on that?

This is the real seizing of American assets.

This is the real seizing of American assets, by the global corporations. That you were all so afraid of!

Mike Lee, oh, my gosh.

What about the Sustains Act?

In his revised bill. Which he's still working on.

Lee has promised to remove all forest land. Good. Significantly reduce the amount of BLM land in the bill.

Good. Only land within 5 miles of population centers is eligible.

Yeah. But when he gets that, then he'll build buildings there, and then he'll have another five.

And next thing you know, he will be putting a cap on -- on Old Faithful.

He'll establish freedom zones to ensure these lands benefit American families. Ranchers. Recreational users. But there's a lot of claims online.

Whatever.

Charlie Kirk said, the Democrats -- this is their war on single family housing.

Hmm.

Do you remember when we talked on the program about the globalist plan of 15-minute cities. That all of BlackRock and everything else is for.

Remember when BlackRock came in, and just started buying up whole neighborhoods. Just priced every regular citizen out of the neighborhood.

Why?

Because it's part of the plan to pack the majority of humanity into easily controllable cities where everything you need is just 15 minutes away. And you never need a car. But is that the American dream?

Currently, rural land is getting so expensive. Most Americans can't afford rural land!

I know. I'm living in a place that has a population of 400 -- I think it's 51. Might have had a baby, so maybe it's 452. And nobody can afford it.

How is it possible you're living in the middle of nowhere, with a population of 451 people, and you can't afford a house!

The elites don't need Mike Lee's proposal. But take more of your land.

They're already doing that. But here's my biggest issue.

This is not about Mike Lee's proposal. Okay?

It's not.

There is a much bigger issue.

And I'll share that when I come back.

GLENN: Welcome to the Glenn Beck Program. So I was talking about federal -- I want to get off that. I want to change to, instead, what the real problem here is.

What the real problem is. The real problem on the seizing of the federal lands. Is that we are so quick to turn on ourselves.

We are so quick, lately, to turn on our -- our allies.

See, that's -- the issue isn't Mike Lee's proposal.

It's how fast we turn on each other!

If you believe Mike Lee's proposal didn't go far enough to safeguard our land from adversaries. Great!

That's fine. And, you know what, you won!

He's revamping that.

He listened.

The government listened. Good!

But can you say that without calling him a traitorous shill for the elites?

I mean, I don't know what traitorous shill for the elites that actually listens.

Do you?

Donald Trump Jr. He was against my plan. He thanked him over the weekend for pulling the proposal saying, quote, Mike is a great friend. And we usually agree on almost everything. But this was a rare exemption of where we didn't! Hello!

We don't need to hear people tear each other down. Who is our real enemy?

Who is -- who is more dangerous?

Can we go to -- can we go?

I don't have number on these, unfortunately. Six.

Seven, eight, nine, ten. Let's go to cut ten, please, on whiter neighborhoods.

VOICE: I realized there's a policy proposal, and I'm going to quote it for folks to shift the tax burden from overtaxed homeowners in the outer bureaus toward expensive homes in richer and whiter neighborhoods.

Explain why you are bringing race into your tax proposal.

VOICE: That is just a description of what we see right now.

It's not driven by race.

It's more of an assessment of what neighborhoods are being undertaxed versus overtaxed. We've seen time and again, that this is a property tax system that is inequitable. It's one that actually Eric Adams ran on, saying that he would change in the first 100 days.

He since sought to defend it, and lost at every juncture in court.

VOICE: And I understand, you're saying, we're simply describing the types of neighborhood that would see these increases in taxes.

And yet by invoking race, do you run the risk of potentially alienating key constituents.

STU: I think I'm just naming things as they are. And ultimately, my -- the thing that motivates me in this, is to create a system of fairness.

It's not to work backwards from an original assessment of our neighborhood or our city. Rather, it's to ensure that we actually have an equal playing field.

And right now, what we see with the property tax system, is one that is overtaxing a number of New Yorkers and undertaxing others. And inability of political will to resolve that.

VOICE: So no plans to change that language on your website?

VOICE: The focus here is to actually ensure a fair property tax system, and the use of that language is an assessment of the neighborhood.

GLENN: Just want it to be fair. Just want it to be fair. Play the next cut. This is Mamdani, by the way, the candidate in New York, that looks like he might win, to become the next mayor of New York. Next cut.

VOICE: You are a self-described democratic socialist. Do you think that billionaires have a right to exist?
(laughter)

VOICE: I don't think that we should have billionaires, because frankly it is so much money, in a moment of such inequality.

And ultimately, what we need more of is equality across our city, and across our state, and across our country.

And I look forward to work with everyone. Including billionaires. To make a city that is fair for all of them.

GLENN: Wow!

That is fantastic.

We shouldn't have billionaires.

Hmm. So how would we get there?

What would be his ultimate goal?

Listen.

VOICE: Do you like capitalism?

VOICE: No. I have many critiques of capitalism.

And I think ultimately, the definition for me, of why I call myself a Democratic Socialist.

Is the words of Dr. King decades ago. He said, call it democracy, or call it democratic socialism.

There must be a better distribution of wealth for all of God's children in this country.

And that's what I'm focused on, is dignity and taking on income inequality. What the purpose is about, about this project, is not simply to raise much consciousness, to win socialism.

And obviously raise class consciousness. We were a part of that. But making sure that we have candidates that both understand that and are willing to put that forward, at every which moment they have.

Every which moment that they are given.

We have to continue to elect more socialists. And we have to ensure that we are unapologetic about our socialism. And there are also other issues that we firmly believe in.

Whether it's BS -- right? Or whether it's the end goal of seizing the means of production, where we don't have the same level --

GLENN: Wait. Can you say that again for me?

Whether it's the end goal of ceasing is the means of production.

Let me ask you the question: Which is more dangerous to our country, and our heritage?

Is it the -- the senator?

That controversial maybe. Says 3 percent of federal land should be transferred back to the states?

Or is it the politician standing at a modem declaring, you know, not in some offhanded gap, that he has a real problem with capitalism. That he wants to tax white neighborhoods. That he wants to get rid of billionaires. And seize the means of production.

Now, for those who studied history. I don't need to tell you why your blood has suddenly run cold. Seize the means of production, that's not economic theory.

That is a revolutionary war cry. It always has been. It's the heart of Lenin, of Marx, of Mao. Of Gulags. Of five-year plans. A food line. Total state control. It is the slogan, whispered in the barracks of all of the camps.

Printed on the walls of the Khmer Rouge Torture cells.

That's not American. That's not a goal any of us should look for. But let's take down Elon Musk.

Let's -- let's take down our FBI.

Let's -- let's take down Mike Lee. Let's take down Tucker Carlson. Let's take down at the scene. Because we don't have enough enemies. Riley rightfully, somebody on this program, asked around on this time, on Friday. Glenn, why did you have Steve Bannon on? This is why I had Steve Bannon. We have enough enemies, don't we?

Can we find people we generally agree with, maybe 80 percent. Even if that 20 percent is massive!

If I'm going to be friends with anybody, for the times I'm going to be friends with.

Then I have to say, I part with you here.

You will have to go on your own way. But when you come back to this, I'm with you.

We are -- we are being -- our college campuses, the floor of our own legislative bodies. As if it were another just regular day in paradise of America.

You know, let me -- we want to talk about highway funding and seizing the means of production.

Wait. What?

Meanwhile, the man who says, we should return a tiny sliver of public land. Land that Washington hoards like a miser. While local communities struggle to pay for schools and police.

Why you can't afford a house!

That's an extremist. A radical. A threat. But this guy, I don't see anybody on the right, really standing up against this guy. Where is the big movement against this guy? It's almost as if, that whole federal lands thing, was orchestrated. And so many of our side played right into it!

That man who says, let the states manage their own forests, their own minerals, their own resources.

Just give us 3 percent of our land, so we can actually have a tax base, so we can build some houses there that people can afford. Let's make sure that the land is controlled by the people, who are closest to that land.

Let them be the stewards of it. Not the bureaucrats 2,000 miles away, who have never set foot in a pine thicket, or a desert mesa.

Which one is more in line with the Constitution? Which one is our bigger enemy here? Which one echoes Jefferson's belief in a government closest to the people? Which upholds the vision of the Founders who feared centralized power, more than foreign armies. Which one is calling for the seizing of the -- of the production?

You know, not all ideas are morally equivalent.

We're not dealing here with difference of opinion on tax rates. Or zoning codes.

One wants to give power back to the states.

And, you know what?

People rose up, and said, I don't like that idea.

So that idea has to be closed and forfeited.

Great! But where are the people standing up saying, seizing the means of production?

This guy wants to take control of your factory. Your farm.

Your business, your labor.

One believes in federalism. The other believes in collectivism. One respects the individual as a moral agent of society. And the other sees the individual as a cog in the great machine of the state that's just going to make utopia. Because they always do!

As you just -- you just can't see it. Because you're behind the barbed wire fence!

When somebody shrugs and says, you know, both sides are really pretty extreme. You know, it's time we say, no, no, no, no.

It's that kind of false equivalence that got us into this mess. That's how the frog stays in the pot as the water slowly boils. You know what, they're both really kind of extreme, no, they're not. No, they're not.

If you believe in America, is a place where rights are granted by God, not government.

Where property is yours. It is sacred!

The fruits of your labor belong to you. That we cannot pretend these are equal threats.

Because they're not. Because one man questions how much land the federal government should own.

The other questions whether you should be allowed to own anything at all!

If the government should not own everything!

Which one is dangerous? Which one snuffs out your rights?

It's not about land. This is all about economics. It's about freedom. And history has already told us where these roads lead.

One road leads to liberty. One road leads us to having a discussion and a debate.

Without calling each other names and killing one another.

The other road doesn't allow debate. And if you try to debate, you're disappeared, or you're killed! One leads in liberty, one ends in chains!

What do you say, we -- we have enough enemies. Why do we need to turn on ourselves? And do you think there's a possibility that the communist, the socialist, the anarchist, the Islamist will all band together, to destabilize the Middle East. Europe, come America to destabilize that, to end the Western world. Do you think there's a chance you're being played?

Because I do. And I refuse to be played. I'm not a moron. And neither are you.

See, here's the thing. This is why, when Ben Shapiro says, facts don't care about your feelings. This is why that's so important.

Because they've hit an emotional spot with you. They've hit a spot of, they're going to take my right away to fish or to hunt.

And that's not what he was doing. But that's what it turned out to be. Our sacred public lands.

It's not what he was talking about.

And if it was, he's not talking about it now.

He wants to make it very, very clear. Exactly what he was talking about.

But see, the idea of going hunting and fishing and hiking. And these glorious places.

We all love that.

I mean, I don't like to actually -- I like to hunt. I don't like to fish.

I don't like to be outside, really.

But I love the lands. I love to be in an air-conditioned car, driving through Yellowstone, going, wow. Look at that. And look at that moron, trying to feed the car, to feed the buffalo.

That's going to be fun to watch.

Why are we so emotional, about that? When it's not really what the argument is about. And it's coming from our friends, when we really should have listened more and had a conversation.

And we're not emotional about someone who says, the end goal is to seize production.

Seize the means of production.

That's Karl Marx!

Why is that one not emotional for us?

Why is it we cannot see the actual enemy?

RADIO

“General Lee” stuntman REVEALS ALL about the fountain jump

A stuntman took the internet by storm when he jumped a "Dukes of Hazzard" General Lee replica over a fountain in Somerset, Kentucky. The driver, Northeast Ohio Dukes founder Raymond Kohn, joins Glenn Beck to reveal what happened behind the scenes, why he did the jump, and where he wants to jump next (hint: it would involve President Trump)!

Transcript

Below is a rush transcript that may contain errors

GLENN: There was something just amazing that happened over the weekend in Somerset, Kentucky. It was like a Dukes of Hazzard Show.

Thirty-five thousand people gathered together, to line the streets of Somerset, as a very brave driver, who you're going to meet here in a second. Raymond Kohn. Raymond Kohn got into a car. Was an old Dodge Charger?

He jumped over the historic fountain, in the center of the town.

Can we play a little bit of this, if you happen to be watching?

GLENN: I mean, that is just crazy. It just makes me proud to be American, in a very strange sort of way. I don't even know why. It's just so satisfying. The world is on fire, and you're like, yes! We still got it. Raymond Kohn is on with us now. He is the founder and lead stuntman from the northeast Ohio dukes. And they -- they do this kind of stuff all the time. Raymond, welcome to the program.

How are you?

RAYMOND: Thank you for having me, Glenn. I am great.

I feel like a million bucks.

GLENN: Do you really?

When I saw you land, I thought, ow, my back. Ow, my back. It didn't hurt coming down?

RAYMOND: Well, you know what, we are thankful that the legendary stuntman who inspired me to do this. Like the late great Al White Jr. Ted Barba. Corrie Uvey. Jumping John Kid. (all phonetic)

These are the guys who risk everything, back in the '80s on the set of the Dukes of Hazzard, to figure out, how we can do this safely without killing ourselves.

GLENN: I've got to say -- I have to say, I saw a video from the -- from in front of you, as you landed.

And you hit a wall. And you're just tearing through this wall.

And there is a photographer, that is in front. Did you see him, and think, get out of the way, dude! Almost killed him.

RAYMOND: Yeah. So Centerville is our producer. His series that follows us in -- like a global episode, of what we do.

And Mike Cullvich (phonetic) is the -- the -- the executive producer, and that was him there.

And they carefully --

GLENN: Oh, my gosh.

RAYMOND: They know the risks. They know the risks.

He had a little -- just in case, if I go to the left or to the right, that he would be able to squeeze through.

And he did!

So all of the spectators. They were safe.

They were at a safe distance.

You know, we can't do the jump, if we're out there risking people's lives.

And with the help of the summer night crews, the city of Somerset, all the police and fire and EMS, everybody worked together with my team.
I have the best crew in the world.

And, yes, I am the driver that does the jump. And, you know what, we had to build that tarp.
We had to build that tarp, and there was a team of us. And my crew was so great.

They said, look at everything -- we'll get everything done.

Relax. They knew I was nervous.

You know, and they know that my team -- you couldn't ask for a better stunt team.

GLENN: I have so many questions for you.

But let me start here. Before we go too much further away from the town.

Who the hell is the mayor of the city council?

I love these guys.

I can't think of another city in America, that would be like, yeah. We got that historic you fountain, right downtown.

Yeah. Go ahead.

RAYMOND: America is back, baby. I'm telling you. You couldn't have been telling -- from the Dukes of Hazzard. Forty-five years. Forty-seven years after the show ended.

GLENN: Oh.

RAYMOND: I'm telling you, people love -- from all walks of life, people love the Dukes of Hazzard, they love the General Lee.

Listen, if there was -- if there was ever a non-racist TV show for all, it was the Dukes of Hazzard. And that's my main goal.

My pain goal is to get this TV show back on television, that way, we have our children. And our grandchildren. Watching a TV show that has family values good.

GLENN: Okay. So let me -- let me -- one more question on this, before I -- what the hell is wrong we?

When did you decide, this is what I want to do with my life?

RAYMOND: Okay. So I was always a fan. I was born in '77. The show came out in '79. And I loved that big orange car. I loved that car.

GLENN: So great. So great.

RAYMOND: So in 2005, I watched legendary stuntman Corey Spence jump over my roscoe cart. By my police car that I have.

They jumped over it, at the very first General Lee jump site, in Oxford College, in -- in Georgia.

And that's when I got bit by, what I called the stunt bug.

And I was like, I've got to do this. I've got to do -- if I on me do it once, I've got to do it.

And this was my 30th General Lee jump.

For our 30th -- Detroit. We jumped the General Lee downtown Detroit. And then for our 30th, we're jumping over the historic fountain in Somerset, Kentucky.

GLENN: I don't know. This is different. You know, downtown Detroit, you crash into buildings. There's nobody around.

Oh, well.

In Somerset, Kentucky, though. It's just a different thing.

Okay. Let me -- let me -- I think this is amazing.

In looking into you, while the jump is phenomenal. And makes you feel good. What you have gone through in the last few years, is even more amazing.

You had a -- a rare brain surgery, right?

A rare hormonal disorder, that you were like, living another classic TV show, the hulk!

You -- it was changing you, right?

Tell me about this!

JASON: Yeah. So in 2015, I started to feel a lot of pain in my knees, and my elbows.

I started noticing my voice was changing.

My face was changing. And then here comes, hey, Ray. You have to give up blood pressure medicine. You're prediabetic.

You're 335 pounds.

You know, I was always around 220 pounds.

And so nobody -- because -- it's over a long, long, long period of time.

The people that are in my life, every day, they couldn't see the changes.

You know, but the people I haven't seen Ray in a year or two years. You look different, Ray.

You know, and so I went to our local dermatologist, because I started getting these creases in my head. It's bad enough. I'm bald. What are these lines in my head now?

So the dermatologist, she said, let me see your hands. Yeah. You have big hands.

Yeah. Every time I shake somebody's hands. It's like shaking hands with a cinder block.

GLENN: Like banana hands.

JASON: Yeah. My feet went from a size ten to 12.

I had to get a 2X helmet. Because my helmet wouldn't fit.

GLENN: Wait. Wait. Wait pick up wait.

Did you think you were ideas just gaining weight. Or did you know it was something more?

You weren't starving yourself, were you?

RAYMOND: Yeah. Because heavy stunt drivers don't make good stunt drivers. You get hurt a lot easier. It's a lot more weight.

GLENN: Of course.

RAYMOND: All of my loved ones and my crew. It's the jumps are tearing you up.

I'm like, no. No. No. No. It's not the jumps. Don't blame the jumps.

So I said, okay.

So went to the doctor. They said, go give this blood work. You may have something serious going on.

The blood work came back. My growth hormone was 900. 900. Now, normally it was 70 to 270. I'm 47 years old, and I'm still a grown boy!

So that opted for me, to get the -- or, the -- yeah, the MRI of my brain. To scan. And say, I had a 9-millimeter tumor on my 10-millimeter pituitary gland.

And we can have it on my body. And the surgeon, up in the Cleveland Clinic said, Raymond, if we don't get this out of you, it's going to kill you.

And my wife is crying. My daughter is crying.

The first thing that came to my lips was, can I still jump the General Lee after the significant other?

And the doctor said, yes, yes. And I'm like, okay. Let's do does this surgery. Let's get the thing out of my head. And then as soon as I was okay, we went up to the radical speech board in Canada. Joe came up there. We did the first international General Lee jump in front of like 30,000 people up there. And it was awesome.

I'm telling you. I'm living the dream, man. I can't believe this is happening to me.

All because of a TV show, called the Dukes of Hazzard.

GLENN: I have to tell you, I have to put an event together, just because I want to invite you to jump the General Lee over something.

We have to do --

JASON: Glenn, we want. We want to build an American patriot be General Lee.

And we want to put like, you know, 47, 45 on the doors. Put a big old American flag on the roof.

And we will call it The Jump for Trump 2045, and we want to jump in front of the White House. That's what we want to do.

GLENN: That's fantastic.

I'll bring it up to him. If there's any president that will do it. It will be him. He told me a story. He will probably do it on the White House grounds.

RAYMOND: Again, that would be awesome. He would want to do that.

GLENN: He told me a story, he said, you know, about the flagpoles. And he said, you know, he was afraid that all of the -- you know, all of the paperwork and, you know, government everything.

And he wanted to build a ballroom, and put the flagpoles up.

And he went to the guy at the White House, who runs everything at the White House. The architect.

And he said, so what is the paperwork like? And he said, you know, Mr. President, the White House belongs to the president while he's there.

So there's no paperwork. You would have to be the one that would sign all of it. And he's like, this is great.

I bet he could build that jump!

I bet he could build that jump, without any permits.

That is so fantastic.

JASON: In a few weeks. My team --

GLENN: That's fantastic.

JASON: We can build a great American -- they'll give us the panels to make the car, red, white, and blue. Big old American flag theme.

GLENN: That's fantastic.

RAYMOND: We'll call it the jump for Trump. We love Trump! The jump for Trump, and we will rock the White House.

GLENN: It is so great. I will bring it up to him. I will make sure he sees it, okay?

That is fantastic.

But listen, if he takes you up. I have to be there. I have -- you have to get me invited.

RAYMOND: Yeah. Glenn, I would be honored to put a passenger side seat in the car, and you can ride with me.

GLENN: No. No, no, no. No, no.

RAYMOND: Come on!

GLENN: I saw you come down, and my back -- I have a really bad back. And all I could really think of was, ow. Ow. That must have hurt.

RAYMOND: No. Last year, I hit the ramp at 72 miles an hour. I slide 200 at 17 feet. That's the longest General Lee jump in front of a large audience. And I landed a flat on all four wheels.

Had it not been for the safety equipment. That the legendary stuff that came up.

I would have either been killed or worse, paralyzed for the rest of my life.

And it's because of that safety equipment.

I'm not even sitting on the -- I'm painting from the ceiling with bungee cords.

GLENN: Unbelievable. Unbelievable.

I've got to meet you. I've got to meet you, Ray? Just --

RAYMOND: Let's jump in the White House. Let's jump in the White House.

GLENN: Thank you. Raymond. Northeast Ohio. Dukes founder and lead stuntman. You can find the website, north -- northeast Ohio.
Dukes.net.

Ray, we'll talk again. Thank you so much, God bless you, man.

RAYMOND: God bless you. God bless, America.

GLENN

Introducing 'The Torch'

Tough news week. Tough news month. Always, it seems, another five-alarm fire, or the spotting of arsonists that no one will pay attention to.

The people who watch and support this show—you—are extraordinary.

You don’t just consume information; you act. You don’t just care—you sacrifice. And I’ve seen the receipts. In the last decade alone, you’ve given over a quarter of a billion dollars through Mercury One to help people in crisis.

You didn’t just write checks. You showed up.

Over 45,000 of you volunteered—some of you driving across states, organizing your churches, bringing your kids along—to take part in the largest single volunteer effort completed in one weekend.

That’s not normal. That’s rare. That’s powerful.

You launched The Nazarene Fund, rescuing over 260,000 people from persecution. You funded the largest civilian airlift in history to get Americans and our allies out of Afghanistan.

You’ve changed lives.

You’ve shaped history.

So when people ask me, “Glenn, what more can I do?” my answer is always the same:

First, look at what you have already done. Do you realize how far ahead you are of most Americans? Then start where you are. That feeling inside you—that restlessness, that pull to do something more—isn’t random. It’s a calling. But with everything that is happening in the world, it is hard to keep up as well as keep your chin up.

I get it. I’m tired of the bad news, too.

I’ve spent my life digging through it so you wouldn’t have to. But we must know what is happening and what is ahead. And while next year I’m not walking away from the radio or the stories that matter—in fact, I will be doubling down,

I’ve also told you for nearly two years: I feel something shifting. I feel like I’ve been called to something more. I have only felt this twice in my life—after I sobered up and just before I left Fox.

On January 1st, that “something” begins. I’ve named it The Torch. We started the blaze together; now it is time to take that bit of fire and light the way to a brighter future for our kids.

I wish I could tell you every detail today—but the truth is, some things are still being built, beta-tested, and negotiated. And some things I just can’t tell you until later this year. But here’s what I can tell you:

At its core, The Torch is about education, but not the kind that comes from textbooks or bureaucracies. It’s about self-directed learning rooted in history, liberty, faith, philosophy, and personal responsibility. It’s the kind of education that changes lives—and civilizations.

You’ve heard me say it before: If we want better kids, we have to become better adults. If we want stronger communities, we have to first strengthen ourselves. And if we want truth to survive, we have to fight for it—intelligently, faithfully, daily.

That’s what The Torch is:

A daily connection.

A movement.

A mission.

One part of it will be the culmination of almost a decade of hard work. It will include a new kind of museum—physical and digital—preserving the story of America in ways most museums never could.

You’ll learn through original artifacts, original sources, and real stories from real people who are doing real things. Right now, every summer, we hand-pick around 100 young adults from over 1,000 applications to spend two weeks with us in this kind of immersive learning. Now, for the first time, we’re building a way for anyone, anywhere in the world, in any language, to do the same.

We’re partnering with people of faith, business leaders, educators, innovators—people who know the truth and know how to live it. And they’re coming together not to sell you something, but to empower you.

I’m not asking for anything today—not money, not a sign-up, not a download. Just your attention. Stay connected. Watch what’s coming. I promise you: this is worth your time.

If you want to be one of the first to sign on, join the newsletter at glennbeck.com. But only if you’re serious about discovering your purpose—and lighting a fire that doesn’t go out.

Because we don’t just need new tools or new platforms—we need a renewal of the human spirit. That’s what The Torch is. That is my next mission.

And I hope, when the time comes, you’ll carry it with me.

For future updates on this mission, sign up for my newsletter, and read more background here.

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Introducing 'The Torch'

The people who watch and support this show—you—are extraordinary.

So when people ask me, “Glenn, what more can I do?” my answer is always the same:

On January 1st, that “something” begins. I’ve named it The Torch. We started the blaze together; now it is time to take that bit of fire and light the way to a brighter future for our kids.

We’re partnering with people of faith, business leaders, educators, innovators—people who know the truth and know how to live it. And they’re coming together not to sell you something, but to empower you.