BLOG

'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

FBI investigates Glenn's expose on Antifa network

The FBI showed up to Glenn's house to discuss his TV show exposing Antifa's network. Glenn shares what he learned from his "surreal" meeting and warns any member or funder of Antifa: you should be a little concerned because the FBI is SERIOUS about investigating you.

Transcript

Below is a rush transcript that may contain errors

GLENN: Let me tell you something else that's changed.

Let me start with this. Cut five here.

Here are the new talking points for the media on Antifa.

Listen to this.

VOICE: This is an entirely imaginary organization. There's not an Antifa.

VOICE: Look, I don't even know what Antifa is.
VOICE: There is no growth.

VOICE: It's not even like far right groups, like the Proud Boys and Oath Keepers, compared to right-wing extremists, Antifa-linked violence is rare and limited.

VOICE: It is an organization.
It is -- it is in many ways mythology.

VOICE: It's not like the Proud Boys or the Oath Keepers. You know, they're defined terrorist organizations, the leadership that led -- that, you know, leads violence.

VOICE: It's not a highly organized movement. It's a moniker. It's not even a group like the Proud Boys are.

Things like Antifa are things that are thought up.

VOICE: These guys are going after Antifa, which is nothing. There's no organization called Antifa.

VOICE: Nobody is a member of Antifa because it doesn't exist! They are just claiming existence to something that doesn't exist.

VOICE: There is no Antifa organization, so maybe that's good for social media.

But it really has -- is nonexistent.

VOICE: They exist on the internet and chat rooms.

And in 4chan.

GLENN: Okay.

VOICE: And places like that. Where they run discussion boards. Trade tactics.

Documents. Things like that.

But none of them are called Antifa.

STU: What!

GLENN: I don't even know what they're talking about.

You want to talk about living in a different world.

But that's what's going around.

Now, let me just tell you this: Last week, I did a TV show that apparently got the FBI's attention.

STU: Hmm.

GLENN: The topic was -- was initial investigation. A jumping off point, shattering the myth that Antifa just -- oh, it's -- it's just leaderless. And decentralized. Uh-huh. Uh-huh.

We thought, no. It's really not. So we dove in. Head first.

And we analyzed the Antifa network. And we went from the street thugs, to the support groups, eventually, to the funding.

Okay?

To say the FBI was interested in this might be an understatement.

Let's just say, the FBI is turning over every single stone.

It is so clear to me, that they are exploring all angles of this. And they are talking to anyone and everyone that can give them think kind of information.

How do I know?

Saturday, I get a phone call.

The director would like to send over some agents to speak to you, Glenn.

And I'm like, the director?

The FBI agents?

Yes, you said, some things that they need to talk to you about.

Well, good things or bad things? "They'll be over."

Three agents sat in my living room on Saturday afternoon for almost two hours. And I immediately called Jason. I'm like, Jason, you're the researcher. It's your fault. I'm going to throw you under the bus. You better get your butt over here.

So Jason was there. My wife and I sat there, and it was surreal at one point. I talked to them for about 15 minutes just going over the Tides Foundation. And saying, if you understand Tides, you'll understand how difficult your job is going to be. And this is information that I first gave on Fox years ago.

Let me just say this: Finally, we have an administration and an FBI director, that is willing to go in deep. Not surface. But deep!

I could only imagine what we could have avoided, if anyone in an administration, would have done this, in 2011.

But if I were in that, imaginary group, of Antifa, which, by the way, has imaginary leaders. Leaving the country to go maybe to imaginary countries outside of the US right now. I would be very concerned. If I were a part of anything that was sending money their way or assistance their way.

I don't know!

I might be a little concerned, because the FBI is deadass serious.

Thank you, thank you, thank you, Donald Trump, Kash Patel, and all of the agents at the FBI.

GLENN: We're covering from Allie Beth Stucky's big event, six or 7,000 women showed up this weekend for a weekend conference. It was -- it was unbelievable.

STU: Really, I saw the crowds. It was incredible.

GLENN: Yeah. She did a great, great job. I'm so proud of her. She's just killing it. But we will try to get to some of those clips because they're really, really good. We'll get to those later on in the program. You know, Stu and I were talking about how Antifa doesn't exist. And, you know, that's like saying -- it's like saying Al-Qaeda doesn't exist. Well, you're right.

There is no way, you know, 501 Broadway, you know, where you go to al-Qaeda's office. That doesn't happen, but it does exist, and it's an ideology.

And while they may not -- they may not take their direction from the same person at the office, I don't know. There's no HR. So they don't exist. They exist!

They exist. And they're loosely affiliated. And sometimes, they are getting money. You know.

STU: Uh-huh.

GLENN: And for the press and everybody else to say -- when you're watching them all over the country, and they're doing exactly the same thing, same tactics. Every -- everywhere.

You know, to say, they don't exist is just infantile.

STU: Yeah. It's like a -- it's -- I don't know what the word -- there should be a word for this, if there isn't.

But there's a real point used in an intentionally dumb way to mislead.

Is that malinformation? Is that what that is?

GLENN: Yes. Yes.

STU: It really is. There's a real point to it. They're disengaged from a centralized thing. This makes them more dangerous. This is how you had to deal with terrorist cells back in the day. However, they're using it in a way that makes it seem like it's not a threat, which is not accurate. And they know it's not accurate. And they're trying to mislead people with a piece of --

GLENN: Why would you -- why would you support -- why would you try to brush Antifa under the rug? I mean, it's just perplexing.

RADIO

How Trump SUCCEEDED where everyone failed in Israel and Gaza

For the first time in modern history, and perhaps the past few thousand years, we may have actual peace in the Middle East. Glenn Beck discusses the signing of President Trump’s historic peace deal, which will hopefully bring an end to the Israel/Hamas conflict in Gaza, and the freeing of the remaining 20 hostages.

Transcript

Below is a rush transcript that may contain errors

GLENN: Let me start here: For the first time in living memory, the guns have gone quiet in Gaza. Hostages, that have been held now for over two years have just walked free. And for the very first time, not in decades, but perhaps a millennia or two: The descendents of Abraham, Isaac, and Jacob, have -- have signed something that might resemble more than just a ceasefire. You have to understand, before we start, how significant and how impossible it is to reach this point! This is not like anything we've ever seen before.

The conflict did not begin in 1948. It didn't begin with the British mandates and the creation of the state of Israel. The story really begins with the -- the ancient people of Israel and the sands of Canaan, where the people of Israel and the people called the Philistines, clashed over the same spot of earth called Gaza.

The Bible records Gaza as one of the five cities of the Philistines. And is this the place, Gaza is the place where the Philistines gathered their strength.

It was in Gaza that Samson, the judge of Israel was betrayed, captured, blinded, and paraded through the streets, as the Philistines mocked him. Much like you saw on October 7th. It was in Gaza that he brought the temple down on them. You know, one man against the empire. History has a very long memory in that land. We call it the Gaza Strip today. But it has seen conquers come and go. The Egyptians. The Babylonians. The Greeks, the on the mans, and the British.

And yet, somehow or another, the one rivalry, that is from 2000, 3,000 years ago, remains. The one between the children of Israel, and those who dwell along the sea.

That's an important thing. Palestinians of the ancient world, in Biblical context, are -- are different than the Palestinians. They were the group. They were not Semitic. They weren't Jewish. And they concentrated on the coast of Israel, Gaza.

The modern Palestinian identity came, you know, a millennia later, and that was shaped by the Arab, Islamic, and -- and historic developments in that area. It's not directly connected to the Philistines. However, Philistine and Palestinian both mean people that dwell on the coast. The word Hamas is an acronym, which means, you know, in their language. The Islamic resistance movement. But in Hebrew, Hamas means something altogether different. It means violence.

And this is in Hebrew, in Genesis 6:11. The earth was filled with Hamas. Violence, corruption, wickedness. It was because of Hamas, that the rains came, and Noah had to build the ark because of Hamas. So when you hear the word "Hamas," understand what it means to the Israeli ear, compared, you know, to the Palestinian ear.

It's not just an enemy. It's a Biblical echo, a spiritual warning from deep, deep time. So for 75 years, they have been trying to make peace between these ancient adversaries. Everybody has tried to do it. In my lifetime, the Camp David awards, or Accords, were in 1978. The Oslo Accords, in 1993. Endless road maps, summits, UN resolutions, and nothing! Every single one of them hailed as historic. And each one declared a new chapter. And every one of them failed, and it's not because the diplomats lack skill. But because too many on one side, the entire Arab world didn't believe Israel had a right to exist, and everyone was looking for a political solution. Then comes Donald Trump!

Donald Trump didn't approach this, you know, as a professor of Middle East studies.

He didn't approach this with the hundred years of expertise from the State Department.

In fact, he looked at the State Department expertise, and went, you guys aren't really experts of anything. You haven't solved anything.

And you keep trying the same thing. What are you doing?

He took a business approach. He knew all of the players, because of business. He knew all of the big players.

And so he got in with all of the players, and found out, what do you really want? And what they really want is stability. If you look at what's being built in the Middle East, they are these -- these incredible modern cities. Incredible modern cities.

They want prosperity. The Middle East does. Hamas doesn't!

He saw a region, Donald Trump did. He saw a region that was addicted to USAID.

Endless negotiation.

And so he just tore up the whole rule book. And he recognized Jerusalem, first thing as the capital of Israel.

A move that every single president before has been told by the State Department, you can't do that. It will cause war. And, you know what, it didn't.

He moved the embassy.

He then walked away from the Iran Deal. And he told the world that America is no longer going to apologize for standing with the only democracy in the Middle East. And that's where all of the anti-Semitic stuff comes. Because now, see, Israel is controlling our foreign policy! Israel is controlling Donald Trump. Donald Trump is doing the bidding of the Jews!

No. Nope. No, he didn't.

No, he wasn't being controlled. And, no, they weren't controlling him. It was actually seemingly quite the opposite. Because he did something extraordinary. He took the entire region, and brought them together!

First, he did it with the Abrahamic -- Abraham Accords. That is the first genuine realignment of the region, in a generation, or maybe two.

And it wasn't about ideology. It was all about survival, prosperity. And the shared fear of Iran's growing shadow!

When we drop the bombs on Iran, Americans, and people in the West, and people who have been educated in our universities, and have been indoctrinated with all of this garbage, they looked at that and said, "Oh, my gosh, look at. He's doing Israel's bidding."


No, he was actually doing Israel's bidding. He was doing Saudi Arabia's bidding. He was doing a bidding of Egypt. Everyone in the Middle East. Everyone in the Middle East. Hates Iran. They know how dangerous Iran is. They wanted somebody to put Iran in its place. So when Donald Trump did, the Middle East, the Arab world, celebrated. Not obviously not all of it, but a lot of it. The ones that are now at the table. He did something else: He proved himself to be an honest broker, and not doing the bidding of just Israel. And I would love to hear all of the people who are now standing up and saying, "See, we are just a puppet."

I would love to hear your explanation of this. When Israel went after Qatar, which I don't have any love at all for Qatar. But they went after Qatar. And that was going to blow this whole thing up.

What happened? Donald Trump went to Benjamin Netanyahu, and said, "You need to apologize to Qatar."

Israel and Netanyahu is not going to apologize. They ended up apologizing to Qatar. "That won't happen again."

That gave Donald Trump the -- the -- the image in the Middle East of not being the little boy toy, but the other way around. He has some control of what Israel is going to do. He can tell them, "Knock it off."

Then when everybody came to the table, the Middle East all came to the table and said, "Okay we'll handle Hamas. You handle Israel."

So they got Hamas to the table and said, "You're going to take this, and we're going to guarantee the peace." And Donald Trump went to Benjamin Netanyahu. Benjamin Netanyahu said, "We have to finish the job. We have to finish them off."

And Donald Trump said, "No, you're going to take this deal now."

And Benjamin Netanyahu said, "No, we have to finish them off." And he said, "I don't think you hear me: You're going to take this deal." That's how this happened. That's a miracle. He didn't try to make them friends, he tried to make them partners. They all want prosperity. And now, we are -- we're looking at the fruits of the labor that started with the Abrahamic Accords. The Arab states signed it to enforce peace rather than to sabotage it. For the first time in 4,000 years! The blood-soaked sands of Gaza whisper something today, that has been forgotten for 4,000 years. And that is hope.

If it hollows, even if it holds for a year, five years, ten years, it means centuries of hatred has been overtaken by something stronger than hate.

And even if we just start with survival, that's good!

It means that the children of Abraham, which is both the Arab and the Jew, the descendents of Abraham, long divided by faith and pride, have decided, choose life over death, trying to prove you're right!

It means the Biblical land of Gaza, where Samson fell, where violence has filled the earth, might finally learn the meaning of peace. But if it doesn't, and the rockets return and the lies reawaken, and this will just be another tombstone in the desert of broken promises. But the Bible says, "Blessed are the peacemakers. The Lord hates the hands that shed innocent blood." So if this holds, if this holds, if courage triumphs over chaos -- let's remember that peace is not the absence of war, it's the presence of righteousness. And righteousness, true, moral clarity demands that we call evil by its name. And we stand with truth, even when it's costly. And we defend the innocent, even when the world looks away. And now, it is our job, as long as this holds, to rebuild. I am so happy to say, "We are not being asked to rebuild. Not our money."

The Middle Eastern money is coming in now, to rebuild the region. As it should be. Men haven't suddenly become good, but for once, maybe they're choosing life over death or survival. But perhaps they've remembered and seen God's warning and chosen mercy over their rage.

RADIO

Are Hamas and Palestine in the Book of Revelation?!

Is Hamas mentioned in the Bible? Does the Palestinian flag have a connection to a prophecy in the Book of Revelation? Glenn Beck speaks with filmmaker Dinesh D’Souza about his new film, “The Dragon’s Prophecy,” based on the book by Jonathan Cahn, that discusses these “coincidences.”

Transcript

Below is a rush transcript that may contain errors

GLENN: Dinesh, welcome to the program, how are you?

DINESH: Glenn, it's a great pleasure. Thanks for having me.

GLENN: Oh, you're welcome. I watched your film last week, and I've got to tell you, it's -- it's frightening, and really powerful.

DINESH: Well, we begin, Glenn, as you know with putting you on a motorcycle with a GoPro, and you ride with Hamas into the Kibbutz. Hamas took this footage. Remarkably, not a lot of people have seen it. The Israel government, I think was reluctant to show it, except to a handful of journalists.

But it opens my film, and it has a bit of a graphic warning. But it's ten minutes of putting you right on the scene of October 7th, 2 years ago, and the film kind of takes off from there, to give you the widest significance that engages politics, but history, archaeology. And even as you mentioned, a hint of Biblical prophecy, so that the political is wedded into the moral of the spiritual.

GLENN: So let me play a trailer here from the movie. Here it is.

VOICE: So who are the Jews? Who are the Palestinians? Whose land is it really? Could the fate of the world, of humanity itself, be somehow tied to this place?

VOICE: The nation of Israel is a resurrected nation. So what if there was going to be a resurrection of another people, an enemy people of Israel? The Bible speaks about this whole war as a dragon, representing the enemy, attacking a woman, representing Israel.

VOICE: Civilian deaths on both sides represent victories on the part of the dragon.

VOICE: Hamas burned everything within their ability to maximize the civilian casualty.

VOICE: Came back to a land that was largely barren, and we brought it back alive, and we are going to keep it!

VOICE: The devil hates the Jewish people because they represent the existence of God!

VOICE: Because without that Jewish foundation, there is no Christianity.

GLENN: So let us -- go to the Dragons Prophecy here for a second. What is the case of the Dragons Prophecy?

DINESH: Glenn, in the Book of Revelation 12, there is a depiction of a dragon representing the devil, going to war against a woman, representing Israel. And the woman is pregnant, representing the Messiah. So this is the sort of spiritual backdrop. It's a confirmation of what people sometimes say, that underneath our political fight, there is a spiritual war. But people don't often ask, who is fighting? Like who are the combatants?

And the answer is, this is a war that has been raging between sort of God and the devil from the very beginning of time. And the provocative idea in the film is that the devil cannot overthrow God, and so the -- the devil tries to find out, what is it that God cares about? Let me ruin that!

So in Genesis 1, for example, why does the serpent target Adam and Eve? Adam and Eve have nothing to the devil, but the devil goes, "I want to ruin them, because this is God's cherished creation. If I can ruin them, I can get my revenge against God."

And I think for the same reason, the devil targets the Jews and the Christians. The Jews, because they are the original chosen people. And so the devil's agenda is really simple: Drive them out of their ancestral homeland from the river to the sea. And also, put a big Islamic victory arch right on top of their holiest sight, which is the site of the Solomonic Temple.

And then, of course, the Christians are, the Bible itself, refers to Christians as like spiritual Israelites. And so the Devil is like, I hate that too. I will persecute and harass and destroy the Christians no less than the Jews."

And, look, this is not just sort of idle Biblical speculation. You can see this happening right in front of us in the world today.

GLENN: Talk to me about the meaning of the word Hamas, Palestinians, where that came from. Can you take us through that a little bit?

DINESH: Yeah, this is the genius of Jonathan Khan and his book, The Dragon Prophesy. He points out that Hamas in Arabic means something like force or strength, but in Hebrew, interestingly, the -- the word means violence and destruction. And if you -- in Hebrew, it literally says things like, "Lord, save me from the men of Hamas, or Hamas dwells in the dark places of the earth."

GLENN: I had to go to my Bible to look it up.

It does say that. It does say that. It's crazy!

DINESH: Yes. Not only that, Glenn. But the four colors of the apocalypse, mentioned in the Book of Revelation, which reflects famine, death, and destruction. The white horse, the black horse, the green horse, the red horse.

Han points out. He goes, just take a look at the Palestinian flag. It's made up of four colors. Basically, white for the white horse. Red for the red horse. Black for the black horse. Green for the green horse. And all of this, I think, within -- if there's a single connection, you can be like, "Hmm. I don't know."

But there are so many of these connections out in the film.

GLENN: So many.

DINESH: That, ultimately, it's almost like, you have to sort of -- you have to step back and reconsider if you are even understanding what's happening in front of you, in the widest and sort of deepest possible light.

GLENN: I have to tell you, I don't know about, you know -- I haven't studied this, you know, enough. I just watched the movie once.

And it's worth watching. But you will go back to Scriptures, and you will look it up. It is worth pondering. Because it shows you, where we might be right now. And the battle that we're preparing for.

Which is a really terrifying thing. But I would rather know it, so I can be prepared for it.

You also -- you know, did a lot of archaeological stuff. What stood out to you in the research that you did?

DINESH: What stood out to me, Glenn, was that for 2000 years, and even more, there are figures that appear in the Bible, Pontius Pilate, Isaiah, Jeremiah. We're going for King David. We're talking now about three -- a thousand DC.

So 3,000 years ago. And even 30 or 40 years ago, if you said, prove to me that these figures are real. Prove to me, outside the Bible, using historical or archaeological evidence, you couldn't do it. Remarkably, just in the last few decades, there are conscriptions and stones and clay seals, coming out of the ground, that are showing that these Biblical figures are real, the Bible is an account of real people and true events. So you could dispute the theology of the Bible. You can question the miracle. But the historicity of the Bible is being resoundingly affirmed.

And it's almost as if the world has become more secular and pulled away from God, God is speaking back.

But not in the thunderous language of Genesis 1. You know, in the beginning, God created the Heavens and the Earth. But rather, in the kind of prosaic language of science and archaeology.

GLENN: Yeah. It was really amazing. Because you don't think -- we live in our time. And so you don't think of the times that have come. David didn't exist.

You know, these stories are true. They didn't exist. And now we're finding all of the archaeological evidence, and we just -- at least I did. I just accepted, that, "Yeah. These -- the big things, we knew existed." No. No. We didn't. It's now just being proven now because of what we're finding in archaeological digs.

DINESH: Not only that, but for centuries, really for two centuries going back to the enlightenment, you have the armchair critics who would read the Bible and say, "Well, it looks to me, this was written several hundred years later."

But now we know that that can't be the case, because there are minor -- minor figures in the Bible. And, you know, the royal steward of King Josiah in, like, the 6th or 7th Century DC, and suddenly a seal comes out of the ground in Jerusalem and there's this name on the seal. Now, nobody 300 years later -- this is like asking for the names of interns who worked for Donald Trump. Hundreds of years from now. Who would possibly know their names and identities?

So this is why the Bible is being affirmed, even at the level of excruciating detail.

GLENN: The fact that everyone said that Pontius Pilate didn't exist. And the stair that has his name carved into it, 2000 years ago, that was discovered.

It's those things that you're like, "I mean, how do you deny some of this stuff now?"

I mean, it's just piling up.

DINESH: It's -- it's utterly impossible. And then we are in Jerusalem, and we go up to this place called Sheillo, in the middle part of Israel, and we find these remarkable red heifers. I've read the book about the red heifers. This has to do with the fact that in the end times, the dome of the rock will come down. The Jewish Temple -- the Solomonic Temple will be rebuilt, and some of the rabbis are actually preparing for temple services, which involve the ashes of a red heifer.

So all of this is not just interpretations. You have people in Jerusalem. And in Israel, actually preparing for this. In a practical way.

GLENN: Oh, yeah.

In fact, one of the things that they said. Let me take a break. And have you come back and answer this. One of the things they said.

Because we were talking about the red rest offers two years ago.

And they were talking about maybe making, you know, red heifers into ashes to prepare.

And Hamas said, at the time, that's one of the reasons why they -- they went after on October 7th, was because of the red heifers. And you go into that. And what they really call October 7th.

THE GLENN BECK PODCAST

Great Reset Elites are Planning a Post-Human Future | Whitney Webb | The Glenn Beck Podcast | Ep 269

Global elites are still pushing forward with their Great Reset agenda to enslave the world and create a post-human future despite President Trump’s crushing of ESG and DEI, researcher and author Whitney Webb tells Glenn. In her long-awaited return to "The Glenn Beck Podcast," Whitney explores the intricate web of global elites, including the World Economic Forum’s downfall under Klaus Schwab and current state under Larry Fink as well as the rise of digital IDs and AI-driven governance like Albania’s “digital minister.” Whitney also discusses the tools she believes the Great Reset elites are building to control us, including the Biden-era ARPA-H program and possible surveillance tech tied to Palantir and the CIA. Further, Whitney ties the globalists’ agenda to the chaos happening in cities like Chicago and Portland and what Trump must be wary of when deploying the National Guard. Plus, as a leading expert in the financial crimes and corrupt connections of Jeffrey Epstein, Whitney weighs in on the debate over the “black book” and why the government still hasn’t released all the Epstein documents.

You can read Whitney Webb's latest reporting on the Epstein case HERE: https://unlimitedhangout.com/author/w...