Episode 28 - Get At Me Dawg

Nicky Saunders: 0:01

What's poppin'? What's poppin'? What's poppin'? Welcome to Nicky and Moose! I'm Nicky! That's Moose! 'Sup Moose?

Mostafa Ghonim: 0:09

What up y'all?

Nicky Saunders: 0:10

And today is a celebration of life! We're gonna be talking about the dog himself. We're going to talk about some of the lessons that we learned. I was struggling at first I was like maybe we shouldn't go over DMX and just leave that to the music people. But I found a way.

Mostafa Ghonim: 0:36

If there's a will there's a way.

Nicky Saunders: 0:38

Yeah, we're gonna be celebrating DMX today. Moose, how we feeling about it?

Mostafa Ghonim: 0:44

Man, I mean, of course, it's a it's a sad occasion, unfortunately. But I think it's definitely worth it. One of the things we stand on on this podcast on this show, of course, is highlighting those, you know, while they're still here, and of course, even...those when they pass. So yeah, this is gonna be special.

Nicky Saunders: 1:02

Let's get into the intro.

Jaymie Jordan: 1:05

Two kids from Queens, cut from a different cloth. Now joining forces helping you to elevate your personal brand. Yeah I'm talking about Nicky and Moose! Bringing you a never before seen perspective into the mindset, the mentality, the behaviors, the driving force, but more importantly, the stories behind the people and brands that you know and love the most.

Nicky Saunders: 1:34

So you know what time it is it is review of the week. And this one is by alitlc, I'm not even I'm not even going to try to act like this a real I don't know how to pronounce that. Don't know. And it says "A Whole New World". I see you. I know you spelled it wrong. But I got you. "I love learning about a culture and world unknown to me. Nicky and Moose inform and entertain." Shout out to you a shout out to everybody who leaves a review. We read them. We pick them all that great stuff. We are on the charts because of y'all. So keep leaving those reviews. But let's get into this episode because I'm actually in a really good mood. Um, I'm not gonna lie. I was bit sad. I if y'all heard the last episode, I was like, this is the one that could not go I don't want him to go. Not this one right. Um, and, you know, he thought for a whole week and everything like that, and we are where we are. But I'm in a good mood, because there's certain things that just came to light that I was like, Oh, we got to talk about. We got to, we got to bring our perspective into things because, of course, what we said was going to happen, which was we're going to hear more stories of what he did, we're going to see how he really impacted the world. And there was a particular message that I definitely want to break down, of course, from Swizz Beatz himself. But first off Moose, how are we feeling about the passing all that great stuff? I want your perspective. Go ahead.

Mostafa Ghonim: 3:29

Yeah, I think what you said is spot on, though Nicks, like, obviously, death is the cycle of life. It's sad. It's very unfortunate. We all wish it can't happen. But I think its beauty in that there's always a new birth, right. Like you said, there are some stories that are being revealed. We're getting to know some parts of him that we didn't know about. And it's great that somebody has those stories, they're documented in some form or fashion, where we can really mem, remember and think about the good things that he's done. lessons that we can reflect on. So that's the part that I'm excited to talk about. Of course, the passing is sad, but you know, I think this is gonna be great to really dissect.

Nicky Saunders: 4:09

Yes, so let's talk about first off, um, the one part that does piss me off. Okay, the one part, um, everybody wanting to be TMZ.

Mostafa Ghonim: 4:28

No bueno.

Nicky Saunders: 4:29

So, the one thing I have a problem with is you're, you're messing with a person's life. You're messing with family members, you're messing with just people who've been impacted by this individual. It doesn't even matter. I'm not even talking about just DMX and in general, like people try to be breaking news off of anything, right?

Mostafa Ghonim: 4:57

Yeah.

Nicky Saunders: 4:58

I find that very unfortunate. With with when it comes to death. Now we experienced that with the whole TMZ with Kobe, right and how, you know, not that that was even though it was true and even though as fans we found out like, at the same time you have to be considerate of the family, you have to be considerate of those impacted, right. But I have a problem when even TMZ doesn't even talk about it. And everybody in the mamas is like rest in peace DMX and even celebrities are like rest in peace. And then when it gets screenshot, and everybody runs to it. I I was in I was on Clubhouse, and I'm not going to name no names, because that's not the type of person I am. But um, I was in Clubhouse the night before DMX passed. And it was like breaking news. DMX pass. Right. And he's like it was unfortunate to say that, um, you know, our brother, our legend passed and you know, I heard from social media and sources. What? Yo, come on! Like you not... granted, I don't call TMZ the greatest source, but I think they're moving with a bit of caution lately. I think they move a little a little bit smoother when it comes to the death situation, right? If TMZ doesn't even give that report before you, sir, ma'am. Stop, stop like these people get paid to do it. Why? What are you getting out of being the first to break bad news? What are you the what is the point of that? What does that do for your brand? Is that part of your brand? Are you all the sudden the new TMZ on a lower level? if that was true? Cool. If you are Joe Schmo that runs a business that runs a shop that is a comedian that does music, whatever. Why are you trying to break news? Why? Let that let that be for the media.

Mostafa Ghonim: 7:21

If you're bored.

Nicky Saunders: 7:21

I mean, it that's the thing, like let that be for the media outlets, let that...stay in your lane. Like that's what I would say stay in your lane, there are people who have been paying close attention to certain stories, like let them get the facts, let them address the family, let them get the backlash if they are wrong. Your brand, shouldn't your voice shouldn't even touch something that you haven't even met. That don't...I don't I don't understand that. That's just me.

Mostafa Ghonim: 8:01

Yeah it's so sad man because you know, last week we talked about, you know, that other situation, and we talked about the importance of you got to prioritize character over content. And I think that resonated with a lot of people. But I also believe that there's a sense of responsibility, man, and I wish there was something like I know, you know, before you sign up or create an account, there's always like a checklist, right? Like, you got to agree to the terms and conditions. But I wish that this would start becoming not just an unwritten rule, because I think, saying that it's an unwritten rule for us to release. That type of information is probably I don't know, it's an assumption that people take for granted, or it's not communicated clearly. But I wish that that can be something that stretched with a little bit more importance, like, man, there's a responsibility that comes with your platform, whether you use it for personal use and entertainment, or for professional reasons. There's just some things that you don't do man. And and, you know, I know the term is called like chasing clout, you're just wanting to always be in the no win, always be included in whatever the conversation, you know, is taking place. But this is one of those times where I don't know that there's much that you'd want to be known for when it comes to you know, announcing someone's death prematurely, especially when you don't have no connection with them. You don't know the family, like it's, it's just too low. So I don't want to give it too much energy. You know, we talked about it before, but definitely, there's a level of responsibility that should come with your platforms, regardless of how you use it.

Nicky Saunders: 9:33

Well, my thing is, like, Can you can you even be consistent with this breaking news vibe that you want to do? Because let's let's let's look at it from this standpoint. And I'm trying to take my emotions out of it from the DMX standpoint, right? I'm only talking about it just from like a totality of it, right. So let's Say, let's just say you do do that right. And let's take the death out of it. Let's say, I don't know, a random LeBron just quits, the Lakers don't clip this and say that's the new thing. Don't do that. Don't do that, right? Let's just say LeBron quits the Lakers. Right? And you got word of it. Cool. You say it. Now you're going to get a whole bunch of people following you for that reason. Right? Can you keep up with that news is now your whole thing going to be breaking news? Or all about LeBron or the person that you're breaking? Like? Or are you just doing it for that moment to say, yo, that was me who broke it? But then you do nothing with the people who came and and checked you out? You're just now saying, Yo, I got numbers. Because I said this. I got so many views, followers, all that great stuff. Is that your own pat on the back? What does that do in two weeks for you? Does that give you extra money? Does that give you extra credibility? Does that give you more clothes? Did that give you more cars houses a great relationship? What does that really do to say Yo, I was the first one, but that's not really your brand? That's my whole thing. Taking out of the whole situation. If you cannot be a TMZ, an Entertainment Weekly, all that great stuff. If you can't be none of that, don't. Leave it up for those people who get paid for that, who get advertisement dollars for that, who has connections because of that. Now, you are, especially when it comes to the death topic. You are looking a little bit crazy, especially if you're wrong. Because I know for sure that the person, like I said on Clubhouse who did it prematurely. I'm never I'm never going in their rooms again. For what? You you're really chasing titles. You literally did that for clickbait. Literally, because minutes later, the manager came out and said, yo, can you please stop saying rest in peace? My man is still alive. And so Okay, cool. Now, you may not care. Right? Like, okay, well, I said that wrong. But you're not understanding not only does that put a, like a mark on your own brand, but that really like, I felt away. Like I was like, oh, man, like, I don't know if I was ready, like, but that's what I'm saying. Like you really don't? I think people downplay their words. I think they, the people downplay their platforms, their influence, right, based off just because they want to be the first to it. And they don't necessarily care if they were right or wrong, because maybe they don't have true connections to what they're speaking about. But at the same time, you're messing with people's feelings. And I don't know, right, wrong of the feeling just, I would I would stay truly away from it. Stay within what you what we know you for and leave the entertainment gossip kind of vibes to those who really do that, or leave that information to those who are truly close to the circle. This has been an era of just pure gossip for quite a while, especially now that we have phones and social media, and I can't knock it because people's lives are our entertainment. Unfortunately, right? Not very proud to say that but that's what it is. And so for some people to stay relevant, they try to do those things. But I'm going to say I don't go for it, I think its bad. If you want to be known for to be the new TMZ please brand yourself that way please. When you get the traffic that you were seeking for that you continuously feed the people with the clout that you are chasing. Just saying. Just saying.

Mostafa Ghonim: 15:01

Big facts! Big facts!

Nicky Saunders: 15:02

But, let's go. So, though this is a sad message, right, initially, right, that Swizz Beatz put out, you can see he was struggling in speaking on it. There are certain parts that I wanted to break down for this podcast, right clearly with Mooses permission, you know, I don't do nothing without Moose. But um, that I felt would really help people because I was like I said I was really struggling and going to leave DMX completely off after he passed. Because I was like, DMX was great. A legend at rapping. Right. But breaking down his brand, I was having a problem with it. I was I was like, how do we pull the lessons and everything like that, um, especially with his past and things like that. But thank you Swizz Beatz for pointing out certain things that would help with that. One of the things that I wanted to definitely talk about is we look at certain greats, and they position themselves for an empire. But what DMX did was position others to build an empire. So we got a clip from Swizz Beatz talking about that.

Swizz Beatz: 16:34

He never lived for himself. He lived for everybody else. I'm in position because of DMX. Millions of people are in position and inspired because of DMX. My brother was one of one. None before and none to come. He was the most loyal person I've ever known. He's been a Ruff Ryder since day one. Everybody threw millions of dollars. You could not buy DMX. You couldn't buy him. He was never for sale. His loyalty for who he loved was never for sale. His family was never for sale. His integrity was never for sale. You might learn something from him.

Nicky Saunders: 17:24

I didn't tell Moose about the loyalty part. I didn't tell him about that one. I was like, let me let me sneak that in real quick. Let me sneak that in. Moose, what are your thoughts?

Mostafa Ghonim: 17:35

So much respect man, so much respect. I think you know, for those who've listened to watch, Swizz Beatz breakdown, and in a lot of those episodes, you kind of see or even if you follow just on him on social media, or even the time when DMX was on the Verzuz, like you can see there is like a deep connection with him and DMX. And I don't think anybody ever understood why at least not me. It was like Okay, I understand like yeah he did, you know, maybe some work for them with the Ruff Ryders, and that was a part of Swizz Beatz's first opportunities. But you know, for someone as real as Swizz to speak on DMX this way. It shows you the power of DMX's influence, and how consistent he's been over a period of time. I mean, I want to just maybe guesstimate at least 15-20 year relationship, but you don't speak about someone with that much emotion with that much truth and passion, if someone was in a consistent influence in your life for decades, or has truly impacted and made an impact on what you've done. Now, you you tie that into the fact that they had such a close relationship, then it becomes an intimate connection, right? It's like, man, yeah, this this person is not just someone who I've admired or looked up to, but we also have an actual personal connection or a true friendship or relationship. So I think is is beautiful to see the impact that someone like that has made. And I think the thing that comes to mind, first and foremost, for me, it's like, Man, this a reminder for us who get the opportunity to still be alive today. It's like, you know, nothing that you do goes in vain, like all the good and the impact that you drive on your journey on your path, and your mission through your brand and the effort that you put in, it doesn't go in vain. You know, there was a period of time where I often used to think about social media and say, and you've heard the part, don't look at the likes. But I would say focus on the people who are not liking meaning not that I'm saying go try and convince people to like your stuff. But the people who don't have the courage to like or comment but are watching because we know it happens. Those are the people who are moved most by your message. And you may not necessarily know that it's caused bringing an impact or making a change in somebody's life, because you're only focused on what they would call let's say vanity metrics. Or metrics that don't necessarily make or drive true satisfaction for you as the user, but man, some of the people who may never like your stuff or comment on your stuff, are more impacted than you'll ever know. So I think something like that, it's just really for me, it serves as that reminder, like, nothing that you do, in good faith will ever go in vain. So it's definitely powerful to see.

Nicky Saunders: 20:23

I think what was great about this clip is like, and I think we talked about it, like last episode, where it was like, what makes a good leader, where it was like, if you have people like surpass you, right. Um, and it instantly made me think about this whole DMX thing, where it was, like, we, we see how great DMX is, especially in the era where he was just number one, you couldn't stop him, right. But it's really the people who carried on after him, that really shows his work ethic, and what he's done for the culture. Right. Um, while I was doing the research, like, one of his labelmates Drag-On, right? He was he did a, like a really, like, almost, almost get me teared up post on social media, but he was like, Yo, what, what am I supposed to do? I don't want to do this industry without you. You helped me, like you guided me, I'm, I'm here because of you. Right, and he put on a lot of people. And it doesn't, for me, it doesn't matter. The millions and millions of, like businesses that he could have done. It was the millions and millions of people he impacted that made them millions, you know, that inspired them to make that give them their own record label their own businesses, their own creativity, their own way of serving, because he did what he did. And he gave them the foundation for them to do it themselves. Right. And I think that alone shows how good of a leader he was. Right? Say what you want about what he went through. There's one thing that if you hear anybody who has connected with DMX is that he cared about others more than himself. So he's going to want other people to win. He's going to want other people to do more than what he is doing. Right? And I'm like, oh, are we do...like I don't even know like cuz it and we'll get to the part where I was like, are we doing this wrong kind of vibe? Because there's... I feel after listening and watching and seeing some of these things that people are saying about DMX. Like, are we serving enough? Are we giving the people more without expecting so much in return? Like he expected nothing in return. He just... he talked to everybody that came up to him. Like he if you looked at the videos on his own personal page on just he did a whole remix of of what was it the Christmas carol kind of thing, the reindeer joint and he made the and he was just having fun with it. Right. He was what we know as DMX as as the rapper and then DMX as the person is really two different things. Right? And we'll get in more into like the aggressive and everything like that. But a server but a person who puts people in position, a person who will push somebody to greatness and just stand back and smile and take all all the bullets and the fire so they wouldn't. I think that alone is Like, we have to learn from that somehow some way, how can we serve more to put other people in position? Because if we could say, say, or somebody else could say, Yo, I learned that from this person, or I'm a pure student, or I'm a pure replica of this person. Does that mean more than maybe the stuff we build on our own? Does that last longer than the stuff that we build on our own? I'm just, I was really moved by when Swizz said that. Because I'm like, yo, like, maybe we have to be a bit more intentional with getting people in position. I'm not going to lie. Shout out to Curt. After watching this. I was like Curt, what do you want to do? Because I need to help you. Like, I need to make sure you're good this that in a third, I've been very, I've been very vocal how I feel about Isiah, there's certain people that I'm now going to focus like, you know what, instead of going so hard, maybe with the internal stuff that I'm doing here, maybe if I just help others right it, it will work out better. Maybe that's one of the things I need to add, not necessarily take over. But maybe there's one thing I definitely need to add is how do I help build these particular people, not only within my community, but you know, with certain individuals to say Yo, I want to have at the end of the day, yo was because of Nicky I'm in position to where I want that statement. That is something I definitely want. That's an that's on my bucket list. So people got places and locations and stuff like and money. I'm like, I want somebody to say I'm in position because of Nicky. That's on my bucket list.

Mostafa Ghonim: 27:14

Yeah, its dope. You know, I think it's definitely don't when you think about it. Now, I'll give some of my final words a little early, just because I don't think this one should wait. You know, and and of course, everyone's their own person, right? Some people want the recognition. I personally am someone who doesn't want the recognition. Like I'm you know, there are some examples of people who give an intentionally say, a leave my name off of the giving list, right? Because they just want to that's their way of governing their intentions. That's their way of protecting their heart so that people don't know what's happening. So everyone has their...

Nicky Saunders: 27:47

You're talking about this early? Do we got to cut into that one? do we got to...kind of lead with it.

Mostafa Ghonim: 27:55

I mean, we can go there, but I did want to you know, at least put it out there just briefly, but my point is, and this is the part that I wanted to kind of connect to and I'll circle back to this again on the final words. But there's and and some of y'all may laugh, because maybe you don't listen to him. But Macklemore You know, there's a line in one of his songs, I don't even know which song so don't quote me on it. But the line in one of his songs, he says people die twice. The first time is when they bury you. The second time is when your name is mentioned last, like the last time that somebody mentions your name. And it's like man if you think on that though, is like yo you can pass sure you're buried, you're no longer here, but you're still alive as long as your name has been mentioned, right? The good that you've created, things that you've built and the people that you've helped are still talking in your name, you're technically still alive you're not physically here, but you're technically still alive so I think that's one of those things like to your point about man, I want to do so much good that that's one of the things that's added to the bucket list. That's what comes to mind for me is like you die twice and the second time is the last time that somebody mentions your name and his you know he's gone and we're still speaking on him and I'm sure that'll happen for years to come. So that just shows the power of impact.

Nicky Saunders: 29:13

Facts. Facts. But, let's talk about a little bit more on the branding side even more, right a little bit more. Um, I found this clip that made me laugh. Definitely made me laugh, but very true that we all have to think about when creating who we are so...

Big Boy: 29:44

Do they growl at you?

DMX: 29:46

Oh my God! Not so much the growling but I saw this dude other day. And he was like Yo what up? Yo X. How you doin?...I'm like come on homie. Like really? Really?

Big Boy: 29:55

But you know it's the truth though DMX. My whole my whole career too anytime that I go to talk about X, I do kind of the same thing. Like even when I see Ice Cube I say "Yay Yayee". If I'm talking about DMX, like, "Hey, what's going on?"

Nicky Saunders: 30:13

So I don't know anybody who doesn't mention DMX and tries to either bark or do that same impression that Big Boy did. Like we've seen comedians do it. I think Dave Chappelle, like you said before this, has done it. But like, the great thing about building a brand is that there's certain things that will make us recognize you, right? I've been reading this book, shout out to Deeper Than the Brand community, they know the book I'm talking about. And if you want to know, tweet us.

Mostafa Ghonim: 31:00

Shameless plug real quick.

Nicky Saunders: 31:03

Nicky and Moose everywhere. But um, there's this book that was saying, like, you know, you have to own a word in the mind of a consumer, right. But now I'm thinking, you kind of have to own something in all in saying it, in reading it, in hearing it and feeling it. Right. And that's one of the things that DMX did very well. Like, when we hear the growl, or when, even when we see a pit bull, like we think of DMX. Right? When we when we feel when we hear that aggressive, like flow, we think of DMX. Right? The way that they're "Hey, its DMX, iTs me" like, that. We like we know when we hear that, that's DMX right? So we have to be like, yo, how do I get something that when people hear it, like when they hear a certain tone, when they see a certain figure, something that they say, yo, that's me, right? That's, that's, that's me right there. When they see, um, when they see the what up what up what up and the arm stretched out. That's E, right? When you hear motivation that's E right. So we we think about it, and we see what these legends do we, we hear what they do. But are we really picking up why they're so memorable? Because they, like, burn it in our brain that this is their brand? Like you there is not...and it goes by repetition. Like every song, you heard a growl, every song you heard a bark, right? Every song you had that same kind of flow. So when you hear it, you know exactly, you hear three seconds of it. That's DMX. Hands down, that's DMX. And we, we have to start thinking about what is some of the words that will associate with our brand? What are some of the sounds? Catchphrases? What are some of the quotes? What is some of the kinds of voices? Faces? Whatever it is, what can identify and say, yo, every time I see, hear, read, feel this...this is that person. And I'm like, mind blown why I didn't think about this before. Like, every time I hear a bark, I don't hear a dog. I hear DMX.

Mostafa Ghonim: 34:08

Yeah, you know, what's so dope about this? And of course, this is your lane. So I love that, you know, you're you're making that connection here. But I think the only thing that comes to mind from my end is that every single person that you associate that element of like you said, it's one of their senses, a sound word, something that they do that you associate with a particular person...

Nicky Saunders: 34:32

That's what I was struggling with. I was like

Mostafa Ghonim: 34:32

Yeah, so its like its one of those things, hear, read, all that great stuff. but it usually comes from something that they're super passionate about. So for those of you out there who are thinking like, man, what's that thing for my brand? You don't even got to stretch your imagination to make it so thought provoking. It could be the simplest things. When you look at DMX. You see a lot of pitbulls literally a lot of dogs in his music videos in his pictures. He loves dogs. So I don't know if it was a conscious choice or maybe a subconscious reaction. But he did what he enjoyed when you talk about E, nd you look deeper into his, ou know, choice or of him kind f going with that phrase, "Thank God its Monday", if for those w o will listen to him, you'll sta t to know that when they we e building the brand, Friday w s the day that everyone w s excited to leave. But for the , that meant that they could o longer build their dream. A d they had to, you kno , disconnect from the time th t they were together in t e office. So it's usual y something super simple, th t you're truly a fan of yourse f for something that you enjo , that you throw out there. A d then the other lovers of the r thing, kind of like hear yo r voice or hear that sound lik

Nicky Saunders: 35:39

And, and, and that's the thing. And also, if , Yo, I like dogs too, or oth r people we just like is funny o them, whatever it is. So yeah, I just wanted to add that in the e Nicks, cuz I'm like, man, it could be the simplest thing. nd you know, that'll ca ch someone's attenti anybody is ever wondering, like, Yo, what is that thing? Just ask? Like, ask ask close people, ask your followers, you know, ask people, if you have an email list, whatever it is, like ask people, yo What is one thing, one word, that associate like you associate me with? What is the phrase? What is the sound? What is something that I always do? So you can get that data? And then you could truly brand on that? You know, they probably in Ruff Ryders caught on to the growling. It was like, You know what, this is what you do every single time, every single time, right? They probably had some hand in it, because I think Right. Right. before they had artist development, so they probably were like, this thing, you have to. I don't I don't care if you go to an interview, we're hitting Hot 97 whatever it is, all your drops, it has to end with a growl or bark or something. Right? And that's intentional, because now that burns in our head. What are you saying? What are you doing? What is the gestures? What is the colors? What is something that you always do wear say whatever, every single time that it burns in our head that we could always attach you with? That's that's Like the littlest things, even from the chain, like, and we'll like basic branding. I'm like, I'm so mad that I was like, it takes this for me to understand that DMX was a low key branding genius. What is get into that part. But like, his chain is always like a silver, like, dog collar kind of vibe. Like it was it wasn't gold. It wasn't diamond out or anything like that. He always had kind of like this silver, like dog collar kind of vibe. You can't like there's certain things you could always recognize and be like, Okay, my can't say anything. He just shows up that's DMX. That right there. You have seven of those. Right? And if one of them had the chain that one's DMX. Little things.

Mostafa Ghonim: 38:43

Yeah, it's true. It's true. It's true.

Nicky Saunders: 38:48

But this last part, I feel like we're going to be on for a little bit. That's why we left this one for last. Another part from Swizz Beatz. That was very, very interesting. And me and Moose have talked about this and Moose definitely feels a certain kind of way about this. That's why I got it. Um, let's go into it.

Swizz Beatz: 39:13

X loved everybody. This man had $30 million writing his music in abandoned buildings. He would give his clothes away. He would sit down with homeless people and eat with them with $30 million in the bank. He didn't care about no money. He cared about humanity. He was a humanitarian. He did more charity than probably every artist I know. The only difference with his charity, is he never talked about it, he just did it on a daily basis. Understand who my brother was.

Nicky Saunders: 40:01

I'm just gonna let Moose go.

Mostafa Ghonim: 40:04

Yeah, man. And we and I kind of started there, I did go to it a little early. But man, you this is this, this rings on so many levels, you know, a lesson that I think a lot of people can benefit from, especially in today's age where, again, it's so easy to pull out your phone, and document you doing good. And I know again, to some extent, and we've talked about this on previous episodes, and kind of like, we're trying to see the fine line in it like, man, I know, you're trying to promote doing good or you're making, giving a cool thing to do. But that's...it defeats from the purpose like, like the reasoning behind why we should help. It's not to expose the person in need, right? Like think about it this way. And this is why, and I don't mean to do like a reverse psychology. But I think we got to sometimes like take a walk in somebody else's shoes. Do you think the person who's down and out wants to be a part of your video because they need your money? Like really think about that, do you think because the person is in need, they signed up to be an actor and play the poor man or the poor woman or the poor child in your video. They didn't sign up for that role, just like many of us are always like, man, why is the black person always the criminal? Why is the Muslim always the terrorist, it's the same thing. Like when you go out and in your video of given to popularize what you're doing, you're really making it a personal agenda to like showcase the giving as what you're doing. Right you're, you're maximizing the person in need. Or you're you're doing that for someone who didn't sign up for it. So I think, you know, again, moments like this, and I love this episode, I love some of the stuff that's coming out from it. Because it does allow us to reflect as individuals in our daily walks and how we manage businesses and brands and say, okay, really, truly, how can I do things differently? How will my impact be remembered here on this earth? So? Yeah, Nicks, this one is...man. Yeah. This one is, it's it's tough to get around, because we know how popular it is to do those things today. So I'm hoping that we'll be able, through your genius and this show, we'll be able to figure out the way to make giving a really cool thing and promote giving without using that form of promotion as the way to do so.

Nicky Saunders: 42:33

So see, because I'm going to try not to like, drop certain situations that we've seen that is just like, Come on now. But let's, let's go with the first part, right? So the fact that it's, and you know, every well everybody knows how big I am on Nip. Right. And so the two things like the thing that they both, and the crazy thing is that they met, right, the crazy thing, there was a clip of Nipsey and, and DMX talking and everything like that, right? The two things that the one thing that they have in common is that they were big on the community. They were big on giving back. Right? It wasn't about them. It was about making sure others look great. And it didn't matter how people would think of them as long as others were good right? Now, two different brands. DMX is a very low key, didn't care about the cars, houses, all that great stuff like Swizz said, he had $30 mil in the bank, you wouldn't have never known where Nip did show a little bit of a reward of him, but not necessarily a flash of him. Right. It wasn't this is all the stuff that I have this that and the third. But he did play the game that he is in. DMX did not care about the game and the industry that he was in. He had a higher purpose that he followed and didn't necessarily care about the industry. Right. Um, and the fact that when Swizz said he did it every single day, we just never saw it. We never saw it. And that, that right there, because we didn't see it we don't question it. You know, it goes to a more secure vibe of I'm doing this and I know I'm good, right? I know that what I'm doing will last longer than a video that will last longer than those views that I may get at that that moment. Like this. What I'm doing here is impacting the life of a four year old who will remember that I got groceries for his mom when they were down and now and didn't have money in their lights were off. Right? I help somebody get new shoes when they were walking around barefoot. Like, I think implanting memories is last longer than something that could be on your social media when it comes to a giving and serving vibe. Now I get it. You know, some people are like, they won't believe me. If I don't show it, they won't. They may think this, they may think that you will allow people to say your legacy, not social media. We, and granted I'm huge on social media, like not me personally, like, I got numbers. That's not what I'm saying. Okay. There was not a flex, meaning. It was definitely not like... they'll be like, people be like, what? No, no you're not. Um, but what I mean by that is like, I'm big on utilizing social media as a tool to expand who you really are. Right? I'm big on that. But at the same time, I'm not big on creating content, just so it makes you look good. Just so you can do the See, see what I do see what I have. See what I do for other people, let other people be the testimony, not you saying this is what I've done, hey, let me give this to certain media outlets and put that in their ear so they can showcase it on other on their platforms and things like that. Why? Because people who do that, indirectly are still selling. So if you are doing something, and then showcasing it here and there, people are going to instantly think Yo, who is this person? They're really good. Let me get to know them more. Well ha ha, I have a program. I have an E book. I have this I have that since you're on my page. You might as well get that. So you think you're showing good when in all actuality, you're still selling? It's just called indirect selling? Yeah. And so if you intentionally wanted to help somebody, do it for them. Now if they post it, that's on them.

Mostafa Ghonim: 48:13

That's a different story. Yep.

Nicky Saunders: 48:14

That's a different story. Right? But if you are saying, yo, we're going to feed the homeless today! Ready to feed the homeless with me? Hello, feeding homeless! Bah! Bah! I am feeding them mashed potatoes. Play by play. No one cares.

Mostafa Ghonim: 48:36

Come on. Yeah. They didn't sign up for that role bruh.

Nicky Saunders: 48:40

Right. And, and also just like how Moose said, but I'm gonna say it in a more direct way because he says it in a more nice way. Right? Um, let's say, let's say I was broke. Praise God that will never, ever happen. I will say never. Right? Um, let's say I was broke. Right? And I was down and I wanted Wawa. Shout out to Wawa. Right, I wanted Wawa. If somebody was like yo I'm going to Wawa! Oh, she needs Wawa! Yo, look, I'm giving her Wawa. I don't want nobody knowing that I want Wawa. I don't want no body to know that I'm hungry. I don't want...I didn't ask for this position. I didn't ask to be this hungry. I didn't ask to be a part of the video. I didn't ask to be in the situation that I'm in. So if I'm not documenting my own flaws, my own downfalls and everything like that, who gives you the right to do that?

Mostafa Ghonim: 49:55

Also remember like man for everyday people. It is it is so difficult. For you to ask, even with money in your pocket, to ask somebody to help you with something, it could be a favor, it could be ... There's people who would who would kill before they ask for help. Extreme example, but you get the idea. Imagine the person in need, right? There's still a dignity element there, right? There's still a piece of like, man, I wasn't here before. And you, you you are really minimizing their story, which is what matters most by to get to know their experience, what they've been through what got them here, what do they really need besides a meal or a quick buck? Right? Because you're making it about you. So even the intent, the impact that you can drive in that exchange, you're just cruising right over it because you're focused on how you look, instead of saying, Man, what is that person need to hear right now? What can I really do to help them connect the dots so that maybe they don't relapse? Or re, you know, go back to that same thing? So yeah, on so many different levels, I think this is going to challenge our perspective to say, Okay, what is help? What is giving back? And what is it? You know, maybe what we thought is help isn't help, after all, and actually, it's actually doing more harm than good. So, yeah.

Nicky Saunders: 51:11

And, and the thing is, also, like, did you even, like, Did you get their consent to make them

Mostafa Ghonim: 51:21

They didn't sign up for that role. They didn't entertainment? sign up for that role. They definitely didn't.

Nicky Saunders: 51:26

Let's think about it. Like, if this was a full production, there's consent forms, for us to be on TV, radio, commercials, things like that. There needs to be a consent form to be on your social media. There has to, like there... I don't want to go to a supermarket and now all the sudden I'm on the news, because you pay for my groceries that I didn't necessarily even ask for.

Mostafa Ghonim: 52:03

Yeah.

Nicky Saunders: 52:04

And now I'm in this narrative of giving you're giving to the, to the needy or giving back to the community. Maybe I was just driving by this happened to be the supermarket that I was in, like that I needed.

Mostafa Ghonim: 52:18

Man I was just needed a gallon of milk. I needed a gallon of milk and I'm going straight home. I got plenty of money.

Nicky Saunders: 52:24

I eat eggs every single day, three eggs every day. So I run out of eggs very easily. And so okay, all my way home, boom. But now you're like, yo I got all the grocery. I didn't ask you. And now I'm on TV like, yo, hold on. Now, I even even if I said no, look, let me go Hold up. No, I don't need that. Now, you still have footage that I have no clue what you're going to do with.

Mostafa Ghonim: 52:55

Right, right.

Nicky Saunders: 52:59

Like, I just don't understand that like, but granted, some people do truly move with, like, a pure heart with it. Like, Yo, I just, I just want to show other people that they should be doing this too. So let me let me speak on that. Right? Because I'm not sitting here saying everybody does it for the clout. I'm not. But not everything needs to be...How about this? I'll say like this. Everything does need to be documented. It doesn't need to come out right away.

Mostafa Ghonim: 53:43

Okay, that's it right there. That's it right there. That's it right there.

Nicky Saunders: 53:48

I'm just saying. Like now that Swizz said that, I would love to see it. Like, I would love to see what we didn't see while he was alive. And that's where the place of that is for to really show the legacy of somebody who is so giving who is so serving, who like, there's stuff that we it wasn't meant for when he was on on Earth. But now that he's gone, let me truly show you the impact that you didn't know that you actually took this man for granted. And you didn't think maybe he was a dying artist or whatever you may have thought about him. No, he was honestly doing something every single day while you thought he was a crackhead. No, he's out helping somebody. He's helping somebody else with their addiction. Right? That's when it's needed, not when it happens. Right. Keep that in the vault. Keep that in the vault because you do mean pure. You do mean that like this is going to help somebody. Well, that's going to help build your legacy and show how other people are supposed to be serving others. But that's for later on. That's not in your prime. That we prime example all the time is what Jay Z does for... there was a meme. And I don't know if it's true, that Jay Z is going to pay like $10 mil to get DMX's masters and give it to his kids.

Mostafa Ghonim: 55:36

Wow! Wow!

Nicky Saunders: 55:37

Is Jay Z making a statement saying I'm going to do this? That that was the same thing with when Nip passed and he was going to make a trust for Nips kids. Not that he needed the Masters, because Nip already has the masters. But it's things like that, that is being done in the background for that person, not for the world. And so, we don't know if that's true or not until possibly, Jay Z, hangs it up, not necessarily in a death way. But like, from his leadership roles and everything like that. And now it's time to show the documentary stuff. You know, if you're big on content, prepare content for your own documentary.

Mostafa Ghonim: 56:33

That's a bar. That's a bar. I love that. That's a bar.

Nicky Saunders: 56:38

I'm just saying.

Mostafa Ghonim: 56:39

You know? Prepare for your own documentary. That's real. Yeah, that's good. That's good.

Nicky Saunders: 56:44

But it's so true. And just because I have to watch social media every single day. I have to. And plus I enjoy it, right. But there's some things that I question like, does, would this have the same impact? Like what does have more impact later? Like, sometimes we are so quick to post it now. When if we just let that simmer, when we just let that marinate for a little bit longer. When it's like perfect timing. We don't we're too, we don't understand perfect timing. When it comes to ourselves. We so big on I can't put this out. Some people even stop themselves. Like Yo, I can't put this out because it's not perfect. But can we... Is there a way to master perfect timing? When it comes to ourselves? Is there a way to be like...

Mostafa Ghonim: 57:51

No I said speaking of Nip, I like what Nip says. He said "perfect timing feels like I'm too late", right? Like is one of those things that as an individual, you're always in your own head about what perfect is whether it's a perfect concept, a perfect time, like it just never matches up. So it's just like, you know...

Nicky Saunders: 58:10

But even though he felt like it was too late, it was perfect timing. And the great thing about it is we always have to think that it's not about us, we have to always think about that. There's other factors of why something isn't happening right now. There's other people affected by it. There's other elements that still need to be aligned. And though we think it needs to happen right now...that that's more of a selfish move.

Mostafa Ghonim: 58:48

It's all divine man. I don't even want to take y'all on the spiritual route but yeah, it's all divine for real. All divine.

Nicky Saunders: 58:56

That's a whole nother podcast. That's a whole nother podcast. But at the end of the day, rest in peace DMX, Earl Simmons. We love you. I look...the crazy thing is how scary it is that I still know these lyrics bar by bar like it just came out. I'm listening to the first album, right? And of course they have the playlist and everything like that. And I'm spitting "Stop Being Greedy" like I'm DMX. With the tones and then when the "Damien" song when he had the two tones now I'm doing two tones with it. I was like no, this came out like mad years ago. Why do you know this so well? Why do you...Why are you spitting it, with the ad libs. Like you have to forget the ad libs after a few years, with the ad libs. I'm like, oh like low key high key. I still am a very DMX fan.

Mostafa Ghonim: 1:00:08

The impact was there.

Nicky Saunders: 1:00:09

Like so many. And that was serious in my, in my Navy days. Like my first couple of years, all through the ship I was playing the...me and this white boy, I was very confused. I was like, you like DMX? He's like, yeah, we're both from New York. I was like yeah but you're from...

Mostafa Ghonim: 1:00:27

He barked. No I'm just kidding.

Nicky Saunders: 1:00:29

He did. It was cute. It was like a Chihuahua. It was great. Shout out to Ross. You know you are. I doubt you listen to the podcast, but it was a Chihuahua how you barked but it was cool. But look, um, follow us on all social media channels at Nicky and Moose. We're almost at 2000.... I don't know by the time you hear this, we may be at 2,000 followers on Instagram. We may be on 2,000 subscribers on YouTube. We're almost there too. We're almost there. Shout out to our YouTube viewers. We love you. Y'all so dope.

Mostafa Ghonim: 1:01:14

We do. For real.

Nicky Saunders: 1:01:14

Shout out to our audio people. All our listeners. I just want to...we love ya'll. Can I love on y'all for a second? I love y'all. Um, but you already know what time it is. Moose. final words.

Mostafa Ghonim: 1:01:29

Man, if I can summarize this entire episode, I remind you of, call it a cliche, a principle. But you know It

simply says this: 1:01:37

"Not everything that counts can be counted. And not everything that is counted counts." Alright, you really got to take into consideration not just who you are, but how you are and how you show up in the world man because for people to say your name even after your passing, that's maximum level of impact.