Designing Products with Recycling in Mind with John Taylor

John Taylor is vice president of public affairs and communications for LG Electronics USA, Inc., and its U.S. research subsidiary, Zenith Electronics, a long-time leader in digital HDTV.

As LG’s senior U.S. industry relations and government affairs executive, and head of the LG Washington office, John represents the company before the U.S. government. Since 2000, he also has served as chief media spokesman and public relations strategist for LG Electronics in the United States.

John Shegerian: Welcome to another edition of Green Is Good. This is the ISRI edition of Green Is Good. We’re here in downtown Vancouver at the Vancouver Convention Center. And we’re so honored to have with us John Taylor. He is the VP of Public Affairs for LG – Life’s Good – and you can see more about LG at www.LGE.com. Welcome to Green Is Good, John.

John Taylor: Thank you.

John Shegerian: Hey, you know, John, before we get talking about the great company and the iconic brand that you work for, LG, share a little bit about the John Taylor story and how you came to become this VP of Public Affairs and how you joined LG.

John Taylor: Well, I’m a recovering journalist actually. I started at a company called Zenith within the United States, which was later acquired by LG. So I’ve actually been an LG guy for 20 years now.

John Shegerian: Wow.

John Taylor: And have seen this amazing brand, LG, grow exponentially in the United States. Both as a brand that consumers love generally and one that’s very proud of our role in environmentalism and really driving sustainability.

John Shegerian: And LG now is the second largest OEM in the entire world.

John Taylor: I think if you look at the landscape of various products – and the cool thing about LG is we have everything from mobile phones and tablets to refrigerators and washing machines to the latest cutting edge television sets. It’s a very interesting company, and we’re a top tier player around the world in all those categories.

John Shegerian: Wow. And today we’re going to talk about all the efforts you’re making in environmental sustainability. And especially we’re going to talk about the Design for Recycling. Can you share with our audience, just frame that up, what does “Design for Recycling” really mean?

John Taylor: Design for Recycling, simply put, is when we design a product, we look at the entire lifecycle from cradle-to-grave. In particular, when you are looking ahead to the end of life of the product, reducing the number of components, reducing the hazardous materials, making it simple to disassemble. And reducing the amount of packaging. There is a whole range of things that can be done at the design phase – at the cradle phase, before you get to the grave phase – to make sure that it is very much easier to recycle and more likely to keep it out of the landfill.

John Shegerian: Different OEMs of course have different cultures and DNAs. How important is Design for Recycling at LGE?

John Taylor: Well if you look at our commitment to sustainability overall and from the standpoint of designing our products we look at three main areas. Human area, energy and resources. And they all fit together. Starting with the human factor, of course our products need to be easy to use, they have to be attractive to consumers, but also that’s where things like making a washing machine that is quiet, reducing the amount of hazardous materials in those products to make it really focused on the human factor. Moving on to energy that cuts across everything we do as well. We are very proud in the United States to be an Energy Star Partner of the Year for the fourth year in a row.

John Shegerian: Wow.

John Taylor: We focus a lot on the energy efficiency of the product when it’s used but also reducing the amount of energy and water it takes during the production processes. And finally when you get to the resources area – and that involves, again, a cradle-to-grave, a full lifecycle look at the product, starting with the resources that it takes to build the product and more importantly what happens to those resources. Can they be reused? How do they get recycled after the product is done being used?

John Shegerian: Compared to 20 years ago when you were just joining with LG, the brand that has grown and grown many times since, are the products now made out of more sustainable, more recycled materials than ever before?

John Taylor: Absolutely. In fact, if you just look at the entire industry, it has been transformed during those 20 years and things have moved at Internet speed. Particularly in the area of sustainability there has been an increasing emphasis throughout the industry in making our products easier to recycle and more energy efficient across the board.

John Shegerian: Got you. And this is the ISRI edition of Green Is Good. Why is this so important in terms of – what is ISRI’s relationship with LGE and why has LGE been so honored by ISRI in recent times for your design and recycling initiatives?

John Taylor: Well, LG Electronics is very proud to be named the 2015 Design for Recycling Award winner. It’s a tremendous honor. It’s the highest honor bestowed by ISRI. We’re joining a blue chip group of former honorees like Dell and Coca-Cola Bottling Company and other big companies. I think it speaks volumes about the commitment of our company in this area but also the recognition by ISRI and its members of the importance of Design for Recycling.

John Shegerian: You are a global brand. LG is a global brand. You mentioned that at the top of the show. Talk a little bit about your sustainability and recycling initiatives around the world. When we were off the air, before we went on, you started mentioning to me about e-Stewards. Share a little bit about how you were a leader on the e-Stewards movement in terms of recycling.

John Taylor: For your listeners who are not familiar with e-Stewards, there is a group called the Basel Action Network that really created the gold standard for recycling and the principles that recyclers should adhere to. I don’t remember all of them off the top of my head.

John Shegerian: Sure.

John Taylor: But they are to make sure that products are handled in a very responsible way throughout the entire chain of recycling. LG was very proud to be the first global e-Stewards enterprise partner. I’m a U.S. guy, and I can tell you what we do in the United States. We work with hundreds of e-Stewards recyclers across the country through a very robust electronics recycling program that takes back many, many tons of electronics every year.

John Shegerian: Right. To offset all the sales that you make as one of the leading brands in the world. So talk a little bit about your other sustainability and recycling programs outside of the U.S. or Canada and how you’re a leader with regards to sustainability globally speaking.

John Taylor: Again, I am the U.S. guy, but I know that same principles of e-Stewards are applied across the globe.

John Shegerian: I got you. I got you. So you take the best practices here and then you’ve got to apply it everywhere.

John Taylor: Absolutely.

John Shegerian: I got you. Talk a little bit about winning this award from ISRI in terms of Design for Recycling and inspiring other manufacturers to follow suit. To really make their products more sustainable, as you say, from a human perspective, an energy perspective and from a resource perspective.

John Taylor: Well, we made a commitment to ISRI to be the poster child for Design for Recycling. We’re so proud of what we do. If you look at the two products that were really examined through this whole process, these are cutting edge new products. The new LG OLED TV – Organic Light Emitting Diode Television – and our new 4K Ultra HD TV. These are the two fastest growing categories in the United States and around the world, and they really epitomize what Design for Recycling is all about. When you first see these products, they’re absolutely stunning, but the first thing you notice is they’re all screen. So we have eliminated so much plastic and metal, as we have made the products thinner and smaller and lighter. We’ve significantly reduced the number of parts. All of course important to the future of recycling. But when you look at everything we’ve done, including creating disassembly reports for recyclers so they know exactly what to look for, what tools they need to disassemble them.

John Shegerian: Wow.

John Taylor: That’s something that is part of all of our products. But using these two, I think, are really great examples that with resonate with the recycling community.

John Shegerian: Can you explain to our audience – those two products you just mentioned, I’m not familiar with. I’ve heard of them but I don’t fully understand them. Can you explain what the OLED is and the 4K means to our audience, so they can get a little bit more understanding behind it.

John Taylor: So separate from all the sustainability.

John Shegerian: Yeah.

John Taylor: Just speaking as a consumer.

John Shegerian: Yeah.

John Taylor: OLED is the next generation of technology for home viewing. It has been hailed by industry pundits as “the best TV picture ever,” because you get perfect blacks, amazing color. It is in a form factor that is less than four millimeters thick. It is just an amazing screen. They’re just rolling out now here in the United States and around the world. and only LG is bringing those to market.

John Shegerian: No kidding. And then what is the 4K?

John Taylor: So 4K is kind of the next generation. After high-definition TV, it’s called Ultra HD. So today’s HD TV is incredible with two million pixels on the screen. Ultra HD gives you four times that. You will have eight million pixels on the screen to give you that really incredible detail that you have never seen before on television.

John Shegerian: So the quality that LG has in the pipeline and hitting the consumers here in the United States and around the world is just incredible with these two new lines of televisions.

John Taylor: It’s really exciting. And there are, certainly, other greener elements of these in addition to the Design for Recycling. For instance, LG was the first to be certified by UL Environment for a new certification they call Greenguard. They look at the emissions from plastics and other components in your home. This is a home air quality standard.

John Shegerian: Wow.

John Taylor: And these are the first TVs in the world to reach that. LG’s OLEDs were the first to achieve Energy Star. The first OLED TVs to achieve the EPA’s standards for energy efficiency as well. John Shegerian: So talk a little bit about energy. So really you’re not only just a leader when it comes to recycling, as you mentioned, with regards to e-Stewards and in terms of resources and the materials that you’re using. Your televisions and your other electronic products are Energy Star, which means they use less energy. They’re more energy efficient.

John Taylor: That’s correct. In fact, if you look at a variety of LG products, there is the highest level called Energy Star Most Efficient. And you’ll find that label on some of our washing machines and LED TVs for those consumers who are really looking for the very best in energy efficiency. And since I mentioned washing machines…

John Shegerian: Yeah.

John Taylor: I think that it’s important to know, for your listeners, that there is a new category of Energy Star this year for dryers for the first time. This is kind of the new frontier of energy efficiency in the home. It’s the last major appliance that did not have the Energy Star rating.

John Shegerian: Really?

John Taylor: And LG is leading the charge there too with an amazing new product that we call the Eco-Hybrid Dryer.

John Shegerian: What does that mean?

John Taylor: It incorporates heat pump technology with a conventional dryer that is more than 50 percent more energy efficient than a conventional electric dryer.

John Shegerian: Wow. And our audience members can buy that at any great store in the United States right now? Or is it coming out this year?

John Taylor: It’s rolling out this summer nationwide.

John Shegerian: This summer nationwide. Talk a little bit about, John – and for our listeners just joining us, we’ve got John Taylor with us. He is the VP of Public Affairs at LGE. Life’s good at LG. You can look them up at www.LGE.com. This is the ISRI edition of Green Is Good. We’re here in beautiful downtown Vancouver at the Vancouver Convention Center. You know, John, we’ve talked about Energy Star and your new ultra energy efficient dryer. Talk a little bit about the resources. How much virgin material has LG conserved and saved because of your efforts in terms of maintaining and managing better the resources that you’re putting into your new products.

John Taylor: Well, I don’t have all the numbers at the top of my head.

John Shegerian: Sure.

John Taylor: But there are hundreds of millions of dollars of resources conserved every year.

John Shegerian: Right.

John Taylor: And at the same time, we make major investments in this area. One number I do know off the top of my head is six hundred million dollars of research devoted specifically to green products and to greener products and recyclable products.

John Shegerian: Wow. Talk a little bit then, John, about packaging. Packaging is important. A lot of companies and a lot of brands are focusing on reducing their packaging to be a greener product. Has LG done that? And what kind of success have you met in terms of trying to reduce your packaging if you’ve done that?

John Taylor: It’s been a big focus for us, John, over the last several years. In fact just in the last two years we’ve reduced our packaging by 27 percent. The amount of packaging. And at the same time focused on 50 percent to 80 percent of using recycled paper and corrugated in all of our packaging.

John Shegerian: Got it. Any last thoughts or any last words of wisdom for both our listeners and our consumers who want to buy greener products? How do they go and do that? How do you see between a product that is more energy efficient, made out of more recycled materials, or where the resources are being managed, how can you do a compare and contrast when you’re going through a Costco or Staples or Best Buy? Any words of wisdom and solutions for our audience members?

John Taylor: Well, it is complicated out there. If you look at a lot of the packaging there it starts to look like NASCAR because you have not just the Energy Star label, which is so well recognized, but many other labels like this Greenguard certification and other things I mentioned. So I guess our advice to consumers is to find a brand that you trust. Hopefully, like LG. We do a lot of consumer research, and for years and years environmental considerations were a top consideration when you were shopping for an appliance but not so much in TVs. It’s been growing. Particularly energy efficiency and the importance of green living is impacting consumers around the world, and we’re seeing more and more interest in this. So, you’ve asked the right question. We urge consumers to do their research. Understand the impact of the environment not just on this product but think of the resources that went in to producing it and what it’s going to take to recycle it in the end.

John Shegerian: Got it. And again we congratulate you and we congratulate LGE on winning the Design for Recycling Award from ISRI for 2015. That’s a big award. And we hope you continue to lead the way and, as you said earlier, continue to be a poster child for Design for Recycling for all the other manufacturers to follow suit. We thank you for your time today, John. Again, reporting from the ISRI Convention here in downtown Vancouver. This has been the ISRI edition of Green Is Good. We’ve got John Taylor, the VP of Public Affairs of LG. You can find out more about LG and their great products at www.LGE.com. Find out more about ISRI at www.ISRI.org. Thank you for being with us. Thank you, John Taylor. You are truly living proof that Green Is Good.

Being Green is Easy with Neil LeBlanc

Neil began his professional career at the Walker Magnetics Group in 1978. Over his 20-year career at WMG, he held a variety of sales and marketing positions. In 1998, he joined Caterpillar Inc., where he is still employed today. Neil is the Commercial Manager of a strategic business unit, which manufactures products used by Caterpillar’s global customer base, working in the recycling and solid waste management industries. Through the years, Neil has held board positions with the Institute of Scrap Recycling Industries (ISRI) and the Recycling Research Foundation. Additionally, he has been a guest lecturer at Purdue University and also at a number of trade groups, at which he maintains professional affiliations. He and his family reside in central Illinois.

John Shegerian: Welcome to another edition of Green Is Good. This is the ISRI edition of Green Is Good. We’re here in downtown Vancouver at the Vancouver Convention Center. We are at the West Pavilion and we are so honored to have with us today Neil LeBlanc. He is the Commercial Manager for Caterpillar. Welcome to Green Is Good, Neil.

Neil LeBlanc: Very good. Thank you for having me.

John: Thanks for being here today, and we’re going to be talking about all the great work you do at Caterpillar and all of Caterpillar’s involvement with recycling. But before we get to that I want you just to share with our audience a little bit about your history leading up to joining Caterpillar and why you are so green.

Neil: I’ve been working in the recycling industry for about 35 years.

John: Wow.

Neil: And for a number of years ahead of my time with Caterpillar, we manufactured attachments for recycling equipment. So I got to work in the industry. I understood it fairly well over time and really appreciated what we were doing, how our equipment was utilized and how it was helping to make the planet a little bit greener. And I was offered a position at Caterpillar, now about 17 years ago, to kind of do the same thing with a world-class company with a global reach. So our opportunities to manufacture equipment that helps create a sustainable environment is really great. So it’s exciting.

John: And, you know, I was reading about you before we taped today’s episode of Green Is Good and I love the theme that you came up with that we are going to be discussing today. You and I grew up in an era where Kermit always said, “It’s not easy being green.” But we’re going to turn that back in this conversation. We’re going to maybe share with our audience why you think that maybe it is easy to be green.

Neil: Well, it really is – you have to develop a culture around being a recycler, being green and appreciating the sustainability requirements of our planet. And at Caterpillar – I’ll share with you – it starts from the highest level of the company down to my level. We publish an annual sustainability report and we are awful proud of the work that we do to help conserve the environment and, frankly, the equipment that we provide to our customers that do the same things.

John: That’s so nice. And for our listeners out there that want to learn more about Neil’s great company, Caterpillar, you can go to www.cat.com. Let’s talk about caterpillar and being green and recycling. What is Caterpillar’s – you say it comes from the top down and it’s a cultural DNA issue. How does that play out, though, on a macro level at Caterpillar in terms of your sustainability and recycling programs?

Neil: Very good. First of all, we’ve got a very large global footprint, so one of the requirements that we have in the development of new buildings and new manufacturing facilities is working around the LEEDs environment, even if it’s outside of the United States or outside of North America. So we look for, again, sustainability measures. We look for local generation of power. We try to conserve the water that we use either in manufacturing processes or through the office space. Even something as simple as some of the plantings that we use around the office environment or outside of our buildings where they’re common to the local environment and frankly are types of plants that consume the least amounts of fluids or waters as part of the irrigation systems. So it’s at a high level back up to the top at our company down to whether we have a certain type of plant outside the building. It means a lot to us.

John: Talk a little bit about the manufacturing that you do and industrial manufacturing and how that interrelates to the recycling industry and why you are here at this great ISRI convention.

Neil: Right. One of the key things that we do is we remanufacture a lot of components that are used in our machines.

John: Wow.

Neil: So, for example, if you have a component fail on a Caterpillar machine that you have, you can take the old part off, you can return it to the local Caterpillar dealer and they will return it to Caterpillar and, in turn, will replace it with a remanufactured component. So the customer returns to us a core and the core is eventually remanned – so it’s the failed component – and they get from us a remanufactured component that has a new component warranty, and they get it for about a 40 percent savings. We actually have been doing that for about 35 or 40 years to a point where we have remanned, if we talked about pieces it would be an incredible number, but by weight it’s well over a million tons of materials that we’ve remanned over the course of our remanufacturing program.

John: And when we say “reman,” for our audience out there, can you define what remanufacturing means?

Neil: Reman for us is we’ll start with a failed component, but it has a life. It’s been technically considered to be sound.

John: Right.

Neil: And if it has got machine surfaces, we will machine all the surfaces over again. We’ll clean it. We’ll then put the assemblies back together – whether it’s valves or seals or fittings – and put it back together as its original new state. And what we have done is we’ve reused or salvaged a majority of the components but namely the iron components. They may be castings. It could be something very small that you can hold in your hands to pieces that are as big as the table if not larger.

John: So really “reman” is the Caterpillar term of art for really recycling?

Neil: That’s exactly right.

John: So, over a million tons you said?

Neil: Over a million tons over the duration of this program that we have recycled. It basically would be iron coming back to us, remanned and then resold back as a replacement component.

John: So it’s not only part of your process. In the chain of what you’re doing at Caterpillar, where else does sustainability and recycling come into play?

Neil: Exactly. Very good. Thanks. We actually are one of the world’s largest consumers of plate steel. So a lot of the manufactured components, whether it’s structures for a variety of different machines that we have, the plate steel itself comes directly from the steel mills into our manufacturing facilities. We cut the plate with laser cutting systems to whatever size/shapes that we need. Then, all of the scrap materials we condense and basically drive back into the recycling stream. And more often than not, it is a customer that buys Caterpillar equipment likely has an opportunity to get the scrap that we generate and they recycle it and it eventually makes it back into the steel mills, melted down again for new steel and the system goes on.

John: Typically, when someone like myself sees a Caterpillar piece of equipment, I don’t think of green or I don’t think of recycling, but the truth is it seems like, as a circular economy goes, you’re in the middle of all this stuff.

Neil: We really are, and frankly, we’re pretty proud of it. For us – and certainly there are a couple of benefits to us because we certainly push the sustainability message – we’re big supporters of it. It’s inherent in our DNA now within our company. Our customers, at least in my portion of the business at Caterpillar, are recyclers, and they were cool and they were green before it was really cool to be green. So they are consuming our equipment. They are utilizing our equipment and the recycling value stream. And, frankly, we put a lot of thought into the components that we use and the recyclability of the components – whether it’s electronic components or even the materials that make up the seats in our tractors.

John: So everything, on a cradle-to-cradle basis, you’re looking at everything you’re doing that touches the people, the process, the planet and eventually the profits of Caterpillar.

Neil: Exactly right.

John: For our audience out there that just joined, we are so honored to have with us today, Neil LeBlanc. He is the Commercial Manager of Caterpillar. You can learn more about Caterpillar at www.cat.com. This is the special Green Is Good ISRI edition from Vancouver, British Columbia. Neil, all your clients – the recycling industry as a whole is now having to do more with less under the new normal of where energy is trading today, iron is trading today, gold, silver and all the other commodities. How does doing more with less fit in to the culture and the mission of Caterpillar?

Neil: Very good. Thank you. We really have to focus on the productivity of the equipment that we produce.

John: Right.

Neil: So in speaking about the equipment that we bring to market, the customer’s expectations are entirely different today than what they were 10 and 15 and 20 years ago.

John: Good point.

Neil: The industry itself is very competitive. There is, at this point in time anyway, excess supply of recycling capabilities at least in the United States. And I will speak specifically to iron and steel recycling. So for the customers to really have a competitive advantage, they have to do something different and they have to gain a real edge on the competitor down the street. So, with us, we focus on the productivity of our equipment. A lot of it has to do with the customer’s metrics. Cost-per-ton is their metric, so if they recycle so many tons in a given day or week or fixed period of time, they have to understand what their costs are.

John: Ah.

Neil: And we work very closely with them in advance of purchasing our equipment or the utilization of existing equipment.

John: Right.

Neil: And we also utilize telematics, which are inherent in the machine. I’d liken it to the OnStar products in a GM car.

John: Right.

Neil: We have the same type of telematics in our machines where we can count loads, we can weigh the material, we can tabulate it and we can push it out in the customer’s business software so they know what their productivity was each day around the utilization of our equipment.

John: You said at Caterpillar, from the top down, it is a culture and DNA issue – sustainability, being green. Obviously, your passion comes shining through. With such a large corporation, how do you get so many of your employees engaged? How do you get them both engaged, honor them, recognize them and how does that look like not only here across America but across the globe where Caterpillar does business?

Neil: We’re very fortunate. Again, part of the DNA is driven by the annual sustainability report that the company produces. We deliver that at the same time with our annual earnings report, so it means a lot to us to be able to bring that forward. And in addition to that we actually have some internal challenges. Our chairman sponsors a Sustainability Award. Actually, there are several of them and they are grouped in a variety of different categories, because we have some pretty diverse businesses that we work in. The Sustainability Award is to encourage additional sustainability measures that we may not have taken in previous years.

John: Ah.

Neil: And so it drives a lot of creative thinking in product development back to the efficiency gains especially on fuel efficiency. We are fortunate that fuel prices are low right now, but more and more new product is being developed and the efficiency would be to move more tons of material and do it with less fuel consumption or at a lesser cost. So there is an opportunity for each business unit – my business unit included – to potentially win a sustainability award that is sponsored by the chairman of our company.

John: No kidding. So the chairman picks different voids that you have. Not where you’re already excelling and doing well.

Neil: That’s exactly right.

John: And he then puts out the challenge for all of the employees to put their heads together and to innovate new ideas that can help fill the void.

Neil: That is absolutely correct.

John: Wow. That’s awesome. And is it country-by-country? Is it region-by-region? How does that work?

Neil: It’s generally around the operation of a specific business unit. We’re a very large company. We’ve got 125,000 employees and we’ve got about 30 different divisions. And in the division that I’m in, we manufacture a variety of products, most of which are in the recycling space. But we also do manufacture compaction equipment for even landfills, so it’s solid waste management. And also even soil compaction, which would be involved in roadway building for example.

John: Besides you, who we know you are the platinum ambassador for green at Caterpillar, can you share with our audience another example of an employee practicing sustainability or green or those kinds of great practices?

Neil: Yeah, it’s pretty interesting because we have internal news lines and I saw this one come through just recently that we’ve got a manufacturing facility in Jacksonville, Florida, and there were two employees that were working together and there was a piece of equipment that they use, some tooling that they use to produce a product, that was deemed obsolete and, in essence, it was going to make it out into a bin and it would have made it to a recycling center somewhere. It would have been cut up for scrap. And actually the employees had a creative idea of how they could use it in even production and utilize it with a new piece of equipment, and they made some modifications that had approval from the supervisory group there. The net result was they actually utilized it to eliminate about six manufacturing steps in a 16-step process.

John: Wow.

Neil: To drive a higher level of efficiency. But the creative part of it was they took something that was due to be cut up for scrap and actually gave it a second life and, in doing it, drove a higher level of efficiency in our factory.

John: Wow. So when something like that is innovated like that, then do you take that and share those practices across all your platforms in the world wherever it would apply?

Neil: We actually do. And as I mentioned leading into that story, we had the opportunity to see it – I saw it on a news line. It basically gets pushed through the enterprise, and we’ve got pretty sophisticated email systems and news lines and news feeds and Internet sites. There is one that gets featured with a variety of different stories, and it was there so…. As I read it, there was a high opportunity that a good portion of our 100,000+ other employees around the world saw an example of that as well.

John: That’s awesome. I’ve read that Caterpillar has a foundation and the foundation, specifically, does a lot of work to make the world a better place with regards to green and sustainability. Can you share a little bit about what the Caterpillar foundation’s mission is and how it works with regards to sustainability?

Neil: I’d love to. Every year the enterprise itself funds the Caterpillar Foundation. It is operated as a nonprofit. It is not a subsidiary of Caterpillar. I believe, in 2014, if I’m not mistaken, we donated about 46 million dollars to a variety of different causes. It could be anything like the American Red Cross. We help disaster relief. We also have got a soft spot certainly for the environment. A lot of us are there are we work in it the way our customers do on a daily basis. So we understand on a global basis whether it’s deforestation – we’re concerned about that – and developing countries around the world and certainly it’s clean water as well. There is no reason in the world why all the inhabitants of this planet don’t have the opportunity to get clean water, and we’re going to do our best to fund activities and at least try to clean up a good portion of an area where we have employees or in areas that really need some attention. So, as far as the Caterpillar Foundation goes, we just think it’s phenomenal and the amount of funding that the enterprise puts into that is just mind-blowing. With 46 million dollars in one particular year, that is kind of an average year for us.

John: That is a lot of money to put towards making the world a better place. Neil: Yes, sir. John: Where is your office itself? Where do you sit on a day-to-day basis?

Neil: I physically reside in Peoria, Illinois, and Peoria is the birthplace of Caterpillar. John: Wow. Neil: So I work in the worldwide center in the headquarters for Caterpillar.

John: That’s great. So let’s talk about with over 100,000 employees, as you pointed out, you have a lot of offices across the planet. How does Caterpillar make those enterprises and where your employees work and really spend a lot of their adult life more sustainable, nicer environments, greener environments to work in?

Neil: We actually just announced the development of a plan to change our global footprint. But, specifically, it’s starting with a new worldwide headquarters in Peoria, Illinois. So this was public knowledge. This was pushed out just a few weeks ago and there are plans now – and it will take a few years for this to develop, but we are going to revitalize the downtown area of Peoria, Illinois, and the key areas where the Caterpillar facilities are located and announcing what is assumed to be about a billion-dollar investment back into the local community. So that will be developed over the next five-to-10-year period of time where it will be LEEDs Gold Standard.

John: Wow,

Neil: It will be self-generating in some of the power, most of the power that the facility will consume. It will be the water processing systems onsite. It will be temperature controlled buildings that have automatic shades and systems to be able to keep the light out or keep the light in depending on how we want it. But it will be world-class headquarters, state-of-the-art and it will rival anything in Silicon Valley when we get done.

John: Wow. We’re down to the last minute or so. We started the show with Kermit saying that, “It’s not easy being green,” and obviously Caterpillar and everything you shared with our audience today proves that it’s not that hard to be green if you really care and you really put your efforts into it. Any final thoughts you want to share with the audience in terms of Caterpillar, sustainability or any thoughts for the next generation coming behind us?

Neil: Well, to me, I’m really excited to be a part of a company that has such a great concern for the environment long-term. And, as I mentioned a little bit earlier, it is really embedded in our DNA. The company gives us the tools to be successful in support of these initiatives and frankly takes great pride and, as we mentioned a little bit earlier, even rewards us individually through some competitions to really try to focus on driving a higher level of sustainability. Recycling programs in-house are just phenomenal. The support for this just really doesn’t go away, and I encourage and, frankly, put a challenge out to all companies. Not everyone is like Caterpillar, but there is an opportunity to really push that through as part of the culture within your business to adopt sustainable measures and drive a higher level of recycling and all work together. And it’s just an exciting time for us, and I think if more companies did it, we’d be a heck of a better place.

John: Well, Neil, I just want to say thank you from Green Is Good for coming on the show today. Also, you have proven your inspiration and Caterpillar’s inspiration that you can really work together and make the world a better place. You are a sustainability superstar and truly living proof that Green Is Good. Thank you for your time.

Neil: Thank you very much.

John: Really, thank you for your time. For our audience out there, this has been the ISRI edition of Green Is Good and we’ve had Neil LeBlanc on with us. He is the Commercial Manager of Caterpillar. You can learn all about Caterpillar at www.cat.com. You can learn all about ISRI at www.ISRI.org. Thank you for being here today. We look forward to our next episode of Green Is Good.

Sustainable Life at Home with Lorna Montalvo

Lorna joined IKEA in 2008 as the Local Marketing Manager for New York City, after previously working as a reporter for the Bronx Times Reporter/ NY Post/Newscorp and a Press Secretary Assistant for the Office of Bronx Borough President Adolfo Carrion.

With IKEA, Lorna works with key local community partners, politicians, local businesses and influencers to ensure IKEA’s position as a strong, sustainable partner.

John Shegerian: Welcome back to the Green Festival’s edition of Green is Good. We’re so honored to have with us today Lorna Montalvo. She’s from IKEA. She’s the Local Marketing Manager for New York. Welcome to Green is Good Lorna.

Lorna Montalvo: Thank you for having me. It’s a pleasure.

John: Lorna, this is your first time on Green is Good. This is also IKEA’s first time on Green is Good, so it’s really an honor to have you on today.

Lorna: Thank you. We feel humbled by this.

John: You’re a local lady, grew up in the Bronx. You work out of Brooklyn now. Tell us a little bit more about the Lorna Montalvo journey. Did you ever dream this is what you’d be doing? Did you ever dream you’d be on the cutting edge of sustainability and the home industry? What was your upbringing like and how did you end up here?

Lorna: I grew up in the Bronx. I started out working at the Borough President’s Office in the Bronx for a little while. That was a really great experience. I learned a lot about what the Borough of the Bronx was doing. Then, from there, I realized that other boroughs were doing just as much in the City. From there, I went and I worked for a community newspaper group paper. I learned even more about other organizations, such as Sustainable South Bronx, Red Hook Initiative, which is actually a non-profit in Red Hook, which is also where the IKEA Brooklyn store is, and we have a relationship with them as well. It was interesting how all of the sudden, you know, you have this bigger New York picture and then all of the sudden you go down into a local level and all of the sudden, you know, here we are, IKEA Brooklyn, a big corporation working with some of our local business partners right here in Red Hook. It has been a journey, yeah.

John: How long ago did you join IKEA?

Lorna: It has been, I’m going to say, seven years about.

John: Seven years?

Lorna: Yes.

John: What position did you start in when you first joined?

Lorna: I started out in the marketing position. It was sort of a new position that IKEA hadn’t really established at the time. I came in and I figured it out pretty quickly what it was that I needed to do. Some of the things that are part of my role is community outreach in addition to the local marketing for the New York market. We keep our community outreach local, local, in the Red Hook community.

John: Gotcha.

Lorna: Which is where we’re at.

John: In Red Hook in Brooklyn.

Lorna: Red Hook, Brooklyn. I always have to remember to say Brooklyn, because I feel everyone knows where Red Hook is.

John: For our listeners out there and our viewers, go to learn more about IKEA and all their great products. We’re going to talk about a lot of them today. You can go to www.IKEA.com. Talk a little bit about sustainability on a macro level. Sustainability in IKEA. How important is sustainability to IKEA?

Lorna: Extremely important. On a macro level in the U.S., IKEA owns the largest wind farm.

John: Wow.

Lorna: In the U.S., we have two locations, one in Texas and one in Illinois. So, that’s on a global level. When you start going into the local levels each IKEA store, 38 out of the 44 stores, have solar panels and some are in the process of installing more. I remember speaking with our sustainability director for the U.S. organization, and I asked her, “So what does that mean for us?” She said, well, technically IKEA could build 40 more stores and still be neutral.

John: Carbon neutral?

Lorna: Yes.

John: Incredible.

Lorna: I thought that was amazing. For me, I thought, wow, that really is something as an organization to, not that that’s where we’re going to be going or maybe we will, but who knows. The point is that we’re there. We’re at a point where we can—-

John: You’re already doing more.

Lorna: Yes.

John: More than your share, producing more energy than you’re even using. Wow.

Lorna: Which is amazing.

John: That’s amazing. You know yesterday when I was getting ready for this interview, I read, in all the materials on IKEA, your sustainability report. It was tremendously impressive. Again, for our audience members, it’s right on your website, www.IKEA.com\sustainability. Let’s talk a little bit about that for a second. To IKEA, it seems like sustainability is truly a cultural and a DNA issue. It runs through every facet of your company.

Lorna: Yes, it does.

John: We were even talking earlier before we filmed the show. You and I and the producers were talking a little bit about you recently had a baby. They take the people and, you know, a sign of the people profits and sustainability, they take the people’s side of it, their employees very seriously and they make it very accessible and very mommy-friendly to work at IKEA in terms of taking care of the great people that they have. Is that not true?

Lorna: That is true. I scream about it to all of my friends, and I thought we weren’t going to talk about the lactation, but here we are.

John: Right.

Lorna: Yeah, it’s something that I use, obviously, every day now. They’ve made it very comfortable for me. I think women just happen to have this kind of guilt, especially when you go back to work and while you’re at work you have to leave a meeting to go do that. But my boss has made me feel very comfortable and my colleagues. My management group has made me feel very comfortable, and I’m glad to work with such a company. Other things, if we want to talk about the people piece of it—-

John: Yeah.

Lorna: We have a global pension program within IKEA. Here in the U.S., we already have our 401, and IKEA matches a nice chunk of it. Then, on a global level, every single employee is eligible for pension. It doesn’t matter if you are a manager or if it’s someone who works 20 hours a week, you are eligible for a pension and everybody gets the same amount, which I thought, wow, that’s amazing. So, you have different ways that the company is taking care of you, the benefits, of course, are really great, and our vacation time is amazing. I mean right now at five years I get almost five-and-a-half weeks vacation. Someone who just starts is close to about three weeks of vacation, and that’s really important here in New York. I’ve been in other companies where you don’t get that.

John: You’re right.

Lorna: It’s a bit of a struggle, and they really push for that work-life balance. It’s up to you to manage the time that they give you.

John: If you just joined us, we’ve got Lorna Montalvo on. She’s the Local Marketing Manager for the great brand IKEA at www.IKEA.com. Lorna, we have a lot of fun products here to talk about, so I want to move things along. Talk a little bit about how does IKEA make it easier for our listeners and our audience members to live more sustainably at home?

Lorna: I’m going to speak a little bit about New York, because that’s what I know.

John: Great.

Lorna: Here in New York, we know that it can be difficult. Many of us live in apartments. More than half of us rent.

John: Great point.

Lorna: So, how are you going to make living sustainably at home possible? Some of the things that you can do are replacing your taps or you faucets with some of the brands that we have that have aeration in it. So, when you are using say a bathroom tap that mixes air and water together you’re saving about 50 percent water. On our kitchen tap, you’re saving about 30 percent water on average. Other ways that we can work living sustainably is waste sorting. We make many different solutions. I mean you go anywhere else you have mostly just like these big bins, and here you sort them, but not everybody has a mudroom.

John: Mudroom? What’s going on here?

Lorna: I remember being on a conference call with IKEA, and somebody mentioned a mudroom and we’re going to push this and I said, “Oh my God, what is a mudroom?” While they’re talking, I’m on Wikipedia looking it up. I thought, wow, we don’t have that. We have an entrance to our apartments. So, mudrooms are where you’re supposed to take your shoes off when you first come into a home.

John: I gotcha.

Lorna: Okay. So, what I thought, well, what if we do waste sorting once we enter our homes? It’s right by the door, so as soon as you go out you can take it to your compact room or outside the building depending on the way you recycle in your building. Other ways are replacing blubs in your home. IKEA phased out years ago these compact fluorescents and we are in the process of phasing out now halogens. Right now, we have LED bulbs. We have the most affordable on the market. We’re looking at $4.49 a bulb.

John: And how long does that LED last approximately?

Lorna: We’re looking at about 25,000 hours.

John: Which is much longer than a tradition bulb.

Lorna: Yes. LEDs are great.

John: Twenty-five-thousand hours, wow. That’s incredible.

Lorna: You’re looking at quite a long time. You won’t leave them on for a while so you’re looking close to over a decade to 15 years for a bulb. Other things that IKEA is doing in the home that we’re pushing is growing your own. We have a Grow Your Own line that’s coming out and it’s about growing your own food at home, urban gardening.

John: Really?

Lorna: This is just a bit of a precursor just to start some of your—-

John: Like what’s in front of us here?

Lorna: Yes. It’s a greenhouse and, of course, when you purchase it, it is flat packed. You can get this for about $19.99 at the store, and you can start growing. You can start your tomatoes, start your basil, anything obviously that you want. Then, of course, we have another line where it works in a corner, so you can have all of your plants hanging in a corner with a tension rod so you don’t have to really drill into your walls because in New York you’re not allowed to drill into your walls. What we’re trying to do is to show our customers that we understand what it’s like to live in New York. We know that you can’t drill into your walls. We know that you have to pay rent. We know that it’s difficult to have that beautiful sorting station that most people generally have. Just little changes can make a big difference.

John: Is this already on sale at your store?

Lorna: Yeah.

John: So, people are buying this to grow their own food in their apartment or their home?

Lorna: Right.

John: Also, your furniture is very friendly for New York living, right? I mean you make furniture that can fit a large home but also be really great for a studio apartment as well, right? Very user-friendly.

Lorna: The flat pack works really well here in New York. An example is when we first opened the store we had a couch called EKTORP. It’s been in the IKEA family for years. It’s a regular sofa. In the beginning, we found many people returning it. When we finally asked why it’s because it couldn’t fit through the entranceway or it couldn’t turn going up a walkway. So, we were very excited when IKEA took that same sofa and boxed it into two separate pieces so now people can actually bring it into their homes. The flat pack concept is in itself green because you’re not shipping air. When you think about other retailers where you have these big pieces of furniture, the cost of shipping it is astronomical, and of course, you have to think about the petrol that’s being used to ship that particular item. When we ship items it’s not uncommon where it’s in a container and someone will kind of like stuff some pillows o duvet cover just to take up that little extra bit of space because IKEA does not want to ship air.

John: Wow. So, they’re very careful on their logistics in terms of they get the maximum on all their logistics in terms of their shipping.

Lorna: Right.

John: That’s incredible. The other thing that I read in your sustainability report last night is let’s talk a little bit about sourcing. IKEA is very careful in terms of the wood, the cotton and all the sourcing. Can you share a little bit about sourcing for all of your great products at IKEA?

Lorna: Okay. We’ll start with something IKEA has called IWAY. It’s also in the sustainability report if anybody wants more details. Getting down to the brass it’s a program that IKEA uses to make sure that the suppliers that they are working with is working in a sustainable way. Not just from the way we source the wood, but to the way that they treat their employees. It’s very important. So, we work with a forestry standard. It is using wood from sustainable sources. We will never go into a forest that is endangered or where animals are endangered. Basically, for every piece of wood or tree that we take down we always plant more.

John: Isn’t that amazing?

Lorna: It is.

John: That’s great. Also your cotton. Talk a little bit about your sustainable cotton program.

Lorna: We love working with cotton because it is soft. It’s breathable but conventional cotton farming is not the best. It is not the best environment in general and not the best environment for the people who grow it. So, we work with farmers to raise standards and we prohibit child labor. We also have adopted a holistic approach to sustainability issues surrounding the cotton production. By the end of 2015, our target is that all cotton used will be from sustainable sources produced in line with the Better Cotton Initiative standards.

John: Gotcha. So, everything that you source, all the products, when we walk around an IKEA store it’s safe to say that it’s all about people, profits and planet that the sourcing of all the furniture you’re selling and all the items your selling is truly done in the most sustainable way.

Lorna: Right. Beside cotton, we use other products such as lyocell, which is based in tree pulp. We have some of our bed linens that are made of that. We have another material called ramie. It’s a grass. It can be harvested six times a year and is so much easier to harvest than cotton, and it’s very durable. We use other materials such as wool just to make sure it’s not all based in cotton. We explore different products.

John: What are we looking at here? What is this? Can you show our listeners and our viewers what is this here?

Lorna: This is called SOLVINDEN. I hope I’m saying this right. My boss is Swedish. She likes correcting me. It stands for sun and wind.

John: Sun and wind.

Lorna: Which kind of makes sense, right?

John: Yeah and what does that do?

Lorna: It is a solar powered light.

John: No.

Lorna: It’s part of our summer line. We also have certain light fixtures that go outside. They’re also wind powered. I have one on my balcony.

John: Can I look at this?

Lorna: Sure. I have one of my balcony and it’s been there for over two years because I am lazy too and I just never took it down. But, it still works.

John: So, this is a solar panel here?

Lorna: Right.

John: For our viewers, this is the solar panel on top of this light. It’s very, very light to hold, beautiful wood on top, solar panel. So what, I could just put this on a table outside, the sun hits it and this lights up?

Lorna:It lights up at night, yeah.

John:And it will stay lit for hours after the sun goes down?

Lorna: Yeah, depending on how much it powered, closed to eight hours.

John: This is amazing.

Lorna: That’s just a tiny bit, you know.

John: Tip of the iceberg of all the sustainable and interesting products that IKEA is selling.

Lorna: Yes.

John: This is $12.99!

Lorna: Yes it is.

John: Solar light, $12.99. I think you just sold one here. We’re down to the last two minutes Lorna. I want to give you the chance to share some final thoughts with regards to IKEA sustainability, your seven years working there and how our audience members and listeners can engage with IKEA to live a more sustainable lifestyle.

Lorna: On a local level, I can tell you that we have something call the IKEA Coworker Challenge. We’ve been doing it every year. Each year we work with a local non-profit in our community to help better the community that we live in. What we do is we have our own employees. They create a proposal. Our management team votes on it and then we bring it down to a smaller, maybe three, and then from there the public votes on it. That happens every year and that’s called the Coworker Challenge, the Life Improvement Challenge.

John: So, the clients from the store, your customers, vote on one of those three and they chose one non-profit in your community?

Lorna: Yes.

John: Give an example of which one you’ve worked with.

Lorna: In the past, we have worked with the Red Hook Initiative. We’ve worked with a place called Conover House in Red Hook. Our winner this year is a place called Alex House. What they do is provide classes to young mothers and parenting classes. They do food donations, healthy eating and it’s right here in our community. What I found out what’s really great about something like that is that our own employees actually take part in some of the classes that the woman, her name is Samara, who is running the program puts on. In our own community we have the Red Hook Community Center. We installed solar panels on the community center. That came from Sandy. We realized that after Sandy we weren’t prepared in the community to withstand such a disaster. If you ever wanted to go to the Red Hook pools, they do have solar panels on their roof and that’s for the community of Red Hook.

John: Lorna, you’re amazing and IKEA is just doing great things both locally and internationally. We thank you for your time today. For our listeners out there to learn more about IKEA and all the great things they sell and also do to make the world a better place, please go to www.IKEA.com. Lorna Montalvo, you are a sustainability superstar and truly living proof that green is good.

One Tough Out with Rod Carew

Rod Carew is a baseball Hall of Famer who played for the Minnesota Twins and California Angels. He won 7 AL batting titles, was a 18x All Star, the 1967 AL rookie of the year, and 1977 AL MVP. After retirement he has dedicated his life to ending childhood cancer in partnership with Pediatric Cancer Research Foundation and Leukemia and Lymphoma Society. In 2015 he had a massive heart attack that nearly ended his life. He received a transplant 2 years later and went to work raising awareness about heart health via the Heart of 29 campaign in partnership with the American heart association.

John Shegerian: This edition of the Impact Podcast is brought to you by ERI. ERI has a mission to protect people, the planet, and your privacy. It is the largest fully-integrated IT and electronics asset disposition provider and cybersecurity-focused hardware destruction company in the United States and maybe even the world. For more information on how ERI can help your business properly dispose of outdated electronic hardware devices, please visit eridirect.com.

John: Welcome to another edition of the Impact Podcast. This is a super special edition because we’ve got with us today, Rod Carew, the Hall of Famer, 18-time All-Star, and 7-time American League batting champion including 1967 American League Rookie of the Year, plus he’s part of the greatest fraternity in the world as it’s said in his new book, “One Tough Out.” It’s Rod Carew with us today. Yes, Rod Carew is with us. Thank you for joining us today on the Impact Podcast, Rod.

Rod Carew: Thanks, John. Thanks for having me.

John: It’s really fitting. I cracked your book open to start reading it a few weeks back and the first quote in the book is, “A life is not important, except in the impact it has on other lives.” Of course, that’s the great Jackie Robinson, and here you are on the Impact Podcast. I just want to say, I’m so grateful after having read this great book that’s available on your website rodcarew.com and also Amazon, Barnes & Noble, and other great bookstores. I grew up loving you. You were one of my heroes but you’re so much more than baseball. When people read this book and they understand everything that you’ve done to make an impact on so many people’s lives. I just want to know, when the movie’s coming? That’s what I want to know, Rod.

Rod: Well, first of all, we have to find someone to play me, someone that can hit.

John: I’m sure you have some ideas and someone you want to play you in the movies. Let’s start from the beginning. You were born in Panama and you had not the easiest of upbringings. You had a very loving and Christian mother, but your dad made it tough on you and more than a sort of tough on you. It’s amazing when you meet people and I’m just trying to understand the resilience that you had as a child to make it through. When you think back to that, was it your mother’s Christian faith that she instilled in you that help you make it through that tough period with your life?

Rod: Yeah. Definitely. She always told me that I have God in my pocket and He’s going to take care of me and follow me throughout my life. So, that was a great part of growing up, knowing that she had the faith in me and allowed me to know God and what a great man He is.

John: You made your way to New York where you spent some of your youthful years in New York City, right, growing up?

Rod: Yeah. After I left Panama, I went to New York and I still had to dream of one day playing in the big leagues because I used to play right outside of McCombs field. I’d hear when the Yankees had a game. You hear the roar of the crowd and I’m up there, I’m standing at home plate and I’m saying to myself, “One day, you’re going to play in this Stadium,” and I did. It was a great part of knowing myself, understanding myself, and knowing that I had to tell it to maybe one day be a major league baseball player.

John: When you make it to baseball, you break in and you made some good friends early on that became the great male role models in your life that you were missing as a child. Harmon Killebrew, Tony Oliva, and some other great ones really put a big mark on your life and taught you how to be a man once you cracked into baseball, huh?

Rod: Yeah, I met Tony when the twins were in town one time and they invited me out to work out with the team. They didn’t have a uniform my size because I was just a tall lanky kid and didn’t have much meat on my body. So, they gave me Tony’s number and we just became great friends and he taught me everything. He taught me how to handle myself on the field, how to go about playing. It was a great time for me because he really took interest in me. And what came from that is we became roommates after I made my first year in the big leagues. We roomed for about 11 or 12 years. We just had a great time and did everything together.

John: What an education, too. Then, you also became good friends with Harmon Killebrew as well.

Rod: Well, Harmon and I used to have these ice cream eating contests. He was a great ice cream guy. And I say, “Harmon, I’ll beat you in the ground.” He says, “Okay, let’s do it.” And so, the first time we went out, Harmon ate about a pint and a half and I just put him down. I ate about a quart and he couldn’t believe that I could sit in one sitting and eat that much ice cream. He gave me a chance to do it again, and then I beat him again so he just gave up. He says, “That’s it.”

John: One thing I’ve learned throughout my life, Rod, is athletes know no bounds of what to compete in. You guys will compete in anything you can. You’re so competitive. That competitive streak runs right through you in so many ways, doesn’t it?

Rod: Yeah. I really love the competition because I always felt that I was going to do good. Like my mom said, “You’ve got God in your pocket and He’s going to let you do some things that maybe you don’t think you’re capable of doing.”

John: Two things I loved that you mentioned in the book, the 2 anecdotes about Harmon Killebrew. One, you said he told you really the line, “It doesn’t cost anything to be nice.” What a great lesson that is and what a simple message that is.

Rod: Well, it was something that was great to me because we’re from a different breed of, say, the guy that goes to work every day and we were gifted with the talent that God gave each and every one of us. When He gave me mine, He said, “Take this gift I’m giving you and work at it and become better. Just don’t throw it away like a lot of guys would.” So, I followed that and turned out okay.

John: You were known for your base-stealing ability, besides, of course, you’re hitting ability, which was beyond amazing. But you stole a lot of bases including home plate, more than most. There was a great story though, how silly home plate was pretty much joy in your life and you had a lot of success doing it. Except for the time Harmon Killebrew got the signal, and you steal and he probably forgot that you were going to be coming down the Pike Fair.

Rod: Yeah, Billy Martin was the guy that works with me every day in spring training, on wind-ups, how far I could go, and when to take off. But he says, “First thing that we’re going to work on is giving everybody a sign. When you flashed the sign to them, they know that you were coming.” On this one occasion with Harmon, I flashed a sign, he answered me, so I figured okay. But then when I took off and I was getting ready to slide into home plate, he started yelling out, “I’m sorry. I’m sorry, I missed it. I missed it.” So, the next day, the guys in the PR room came down with this tombstone and it said, “Here lies Rod Carew lined to left by Killebrew.” I had a lot of fun with that. Harmon apologizes up and down. He says, “Man, I just forgot in that split second. I don’t know what I was thinking.” I say, “Well, I’m glad you did swing.”

John: That’s great. That is just great. I’m a huge fan, of course, of all sports in baseball and I enjoyed the movie Moneyball so much and they gave Billy Beane all the credit for Moneyball. But after reading your book and again for our listeners and viewers out there, his book is one of the best books I’ve read in the last 5 years. “One Tough Out” by Rod Carew just shows you how much he’s done to make an impact on so many people’s lives way beyond baseball. The story goes that one of your keys to your hitting success besides the fact that you knew how to change your stance and move around, we’ll talk about that a little later, is that you actually kept a black notebook and pencil and you were doing Moneyball on your own way before you became invoked to keep stats in doing statistical analytics on baseball.

Rod: Well, it’s funny. Tony and I believe and went out one day. We bought this little camera. We took pictures of each other when we were hitting. We’ll go back to the hotel, strip the sheet off the bed, put it up as a screen, and there we were watching each other swing and when I did something wrong, Tony would point it out to me and vice versa I did the same thing with him. We had a lot of fun doing that and we learned about ourselves and we watched ourselves and made small corrections. We started the video thing long before these guys came up with all these different angles you can view while you’re making changes.

John: You also kept track in your little black book with a pencil on all the pitchers you face. You actually had a history on all those pitchers which you felt gave you a leg up on how to hit them the next time you face them better. Is that not, correct?

Rod: Yeah. Understanding pitchers were something that I was very keen on. I always wanted to remember a guy who pitched me if I’m going to face him the next time. I remember on one occasion I did that with Catfish Hunter. We flew into New York for a weekend series and Thurman Munson was a guy that used to just drive me nuts. He would throw dirt on my shoes, untie my shoelaces. I think Friday night, I had two or three hits. The next night, I was standing by the batter’s cage and he was headed down to the bullpen and he said, “How many are you going to get tonight?” I said, “Well, maybe two or three,” and he said, “Yeah, we’ll see about that.” I said to Thurman, “This is what I’m going to do. I’m going to call the pitchers, and when I get ready to swing at the pitch and words going to go, I yell it out.” Ron Luciano was behind home plate, he was just cracking up and he looked at me, and said, “Can you really do that?” I said, “Yeah, watch.” That night that we played, I got into the batter’s box and Thurman says, “So what are you going to do tonight?” I say, “I am going to call every pitch that he throws me and then the pitch that I’m going to swing at, it’s going to be the pitch that I’m going to yell out, you know, work-wise and what type of hit it was.” He says, “Yeah, right.” He continues to untie my shoelaces, and Luciano was just waiting to see what was going to happen. The first pitch that Catfish got ready to deliver, I yelled out “Fastball, down and away!” He looked at me and says, “Are you peaking?” Because of the fighting stance that I had, he thought I could see signs [inaudible] Thurman and said, “I don’t have to look at your signs. I know exactly what I’m going to get.” On the second pitch, Catfish goes into the windup, gets rid of the release, and I yell “Slider, down and in!” And it was a slider down and in. Luciano’s back there cracking up and says, “How are you doing that? How are you doing that?” I say, “You’ll see, this is a big one right here, okay?” So, Thurman ran out to Catfish and says, “Yeah. He just calls the first two pitches you two insist. Let’s drill them.” I guess Catfish says, “Come back to home plate. I’m not going to throw out this guy.” Now, when he came back, I said, “Okay, Thurman. This is it.” And so, he continues to throw dirt on my shoes.” So I stepped…

John: Anything to distract you.

Rod: Yeah, that’s the kind of guy Thurman was. I said, “Come on, man. Let me just do this and get it over with,” he said, “Okay.” I step back into the batter’s box and I said, “This is it.” Catfish goes into his windup and gets ready to release and I yelled out, “Fastball away, double down the left-field line!” And that’s what happened. It was a fastball away and I hit a double down the left-field line. He comes out to the Catfish and I’m standing at second base and he’s yelling at me, “I’m going to get you! I’m going to get you!” I said, “Okay.” That was because I had my little black book and because I remembered how Catfish used to pitch to him. The next day, I’m standing at the batter’s cage and so he comes out and he says, “How did you do that last night?” I pulled my little black book out of my pocket and I said, “Hey, turn to Catfish and read the sequence of pitches that he normally threw me all the times that I faced it and those were the pitches, you know, it’s always fastball-slider and then fastball away.” He looked at me and he says, “Well, we’re going to change this stuff around.” I say, “Hey, you can’t change old dogs. They continue to be that way.” But it was funny. He got a kick out of it, and so did I. Luciano when I was at second base. He started waving [crosstalk] Yeah!

John: He gave you all about. [inaudible].

Rod: And he told that story quite a bit, and he says, “Man, that was unbelievable.” So, Luciano and I became good friends, and he said, “I’m not calling any pitches tonight. I’m going to let you call in pitches.” I say, “No, that’s okay. That’s a once-in-a-lifetime thing. I had fun with it and I saw you having fun and you bow down to me and stuff like that.”

John: It’s so fascinating. In the book, you talked about not only did the black book serve you well, and you did so much homework through that black book. But go back to your stance again, your stance was historically unorthodox which is interesting because so many little kids in America or other parts of the world grow up saying, “I want to hold the bat. I want to swing like this person or that person.” And you said the reason for your batting stance and the amount that you changed it was because you actually grew up in Panama and didn’t have a lot of exposure to how the people you were listening to were holding the bat and swinging away. You have to come up with your own position.

Rod: Yeah, and you know what? Nolan Ryan was the guy that actually changed my whole batting stance.

John: Oh.

Rod: Because I used to hold my hands up high and I used to swing as that high fastball that he threw and that I always swing and miss. I struck out about 29 times against Nolan, and I’m number 4 on his list.

John: Really?

Rod: So, I said to myself, “I got to make adjustments and I can’t keep chasing that high fastball because I have never seemed to make contact with.” So for about 2 weeks, I started to take extra batting practice. I sat on a stool that swiveled and I didn’t have a lot of movement. I didn’t come up. I stayed down, kind of kept me down throughout the whole swing. After I did that, the next time I faced Nolan, I got two hits. And then the next time I faced him, I got two more hits. I batted in the balls [inaudible] and then I hit a line drive up the middle. They came into Minnesota and he got on the mound and he yelled out at me, “Stand up, stand up.” And I said, “No,” He said, “Bring it down.” Because if its fastball, when it was down, was hard but straight. When he was up in the zone, it look like a strike, and then it just took off. By the time you already swung and missed. So, you know, I experimented with different things because as a hitter, I’ve always felt that you’ve got to make adjustments. If you see something that you can make an adjustment with, then you do it. That’s why I had so many… People thought that I had seven or eight batting stances. But my front foot was the key. It was where I placed it and I’d move it around and had a lot of success doing that. I didn’t guess like some guys say, “Oh, you know, I’m going to look for a fastball or I’m going to look for a curveball,” and then they don’t get the pitches that they’re looking for and they made themselves easy out. So, I just sat on the fastball because I know that I’m going to get that fastball and I’m going to be able to do with it. You know, you can’t look for a breaking ball or changeup and then, make an adjustment to the fastball. But if I’m at the fastball, I can always make adjustments working my swing.

John: And you were able then to also read what was going on in the field if they shifted or not and make adjustments in your swing and your stance to make up for what they were…how you saw them trying to shift.

Rod: Yeah. When I was at home plate, I always looked up the middle and sometimes believe it or not. I would see a player, take one or two steps, you know as the pitches come up to the home plate. They were making adjustments in where they thought I would hit that pitch because they were getting signs from the catcher and also from the pitcher what pitch they were going to throw at that time. So it was amazing that I could just focus up in the middle and see these guys taking a step or two and then I’ll hit the ball where they were actually playing but just out of their reach. So those are the adjustments and things that you have to think about being a hitter. I just hated walking back to the bench after a struck out and that’s the longest walk that you can take on the baseball field. So I tried not to walk back to that dugout too many times.

John: Before we go on to some very serious chapters in this book and this book is just amazing. Again, Rod Carew’s “One Tough Out”. I recommend it. If you love sports or by the way, if you love people, this is the book to read, “One Tough Out.” One of my favorite books of the last 5 years. I’m going to tell you won’t be disappointed. The Rod’s impact on way beyond baseball and we’re going to talk about that in a second. You know, Rod, I heard when I was doing my homework, not in the book, of course, but when I was doing my homework on you that you actually didn’t make your high school basketball team. How was that possible for such a great athlete? How is that even possible?

Rod: Well, I came from Panama and my primary language is Spanish so my grandmother told me, “You got to belong to all of these English clubs so that when you speak English, you allow people to understand you and understand what you’re saying. You gotta join this club at school, this club after school.” She had 3 or 4 of them. I went to the classes and believe it or not, there were a lot of foreign kids that went to those classes. So I wasn’t allowed to play baseball for the first 2 years that I came from Panama. So when she saw that I was improving in my language skills, she allowed me to go out my senior year. So I went out and the first workout, I thought I did pretty good but the coach told me I was not good enough to play on the team. So I said, “Okay.” So this buddy of mine that was on the team also played Sandlot baseball on the weekends in Crotona Park, Central Park, and all over the city. So he took me out with him and I introduced myself to the manager. He took a look at me and he says, “Okay, we’ll give you a shot.” So I started playing with the team. The guy’s name was Sam Commando who I really got along with. Really wild and who taught me a lot about playing the game. The buddy of mine’s Dad was more of a bird dog scout for the Twins because the guy that really signed me worked as a Transit Authority Guide in the subways. Then he started coming out or watching me. Both of those guys were such a big part of my learning and growing up and getting the opportunity to sign or the Twins.

John: When you think back on your amazing career, if we were just to change for a second and say, “Okay, Rod, you could have been… If you had a choice outside of baseball with your same talent ability to play either in the NBA or NFL. What do you enjoy more? Do you enjoy basketball, more or do you enjoy football more? Do you enjoy them both the same?

Rod: Well, it’s funny because I used to be a pretty good soccer player when I was growing up in Panama.

John: Oh, okay.

Rod: And then my uncle was in charge of the physical education part of the school. So once he saw me play baseball, he says, “Okay, no more soccer.” So that’s how it turned out.

John: Got it. But I want to cover now some of the very important and serious topics in the book. Beyond baseball, of course. You had this Hall of Fame career which as you were told and as you repeat in the book, you were welcome to the Greatest Fraternity in the World by over 90% of the sportswriters that vote in. What an honor and all that great stuff. But when your daughter Michelle was diagnosed with lymphoma and leukemia, you got involved. You were already very close with her. She was already your youngest and you took on a very important role with her diagnosis of leukemia. You want to share what happened because it’s beautifully described in the book, but I would love you in your own words to describe the experience on how you changed your approach from being a private and insular person to being a much more accessible public figure in the wake of her tragic illness and then passing.

Rod: Well. It was all about what she told me. When we checked her into the hospital, Children’s Hospital, she saw all these kids running up and down the hallway with their balls. They were kicking soccer balls, having hockey sticks, playing different sports, and having a good time. She looked at me and she says, “Dad, I know that you don’t get along with the Press really well but I want you to open up and not only help me but help the other kids that were running around.” So, I promised her that I would. I remember going down the elevator one day where there was a couple and their 6-year-old daughter. I said “hello.” She says, “Hello.” Then she looked at me and she says in Spanish, [non-English] which means “God is going to kill me”. Because she had some disease. I said, “No. God is going to take care of these . He’s going to make you better.” When I said that the elevator hit the floor and she gave me his big smile. I went into the gift shop to get something for my daughter. That just changed my whole outlook, that I have to do something else besides just playing baseball. I have to be more in tune with what’s going on, with other people’s lives. That was a big difference right there.

John: Well, let’s break it down because I really want our viewers and listeners to hear the tremendous impact that you made with Michelle. Both during her life after she was diagnosed and then after her passing. She was the one who encouraged you to speak up and use your platform, which you did. But the real crisis came down with her leukemia diagnosis. She needed a bone marrow match and because of her unique, ethnic genetic makeup, part Panamanian part Russian-Jewish black that then, when you looked at the donor match list which then was only 90,000 people or so who’s on that list, you couldn’t find any matches for her bone marrow. Is that the crux of the issue?

Rod: Right. We couldn’t and her sisters or my ex-wife didn’t match. So then we set out to try and get more people involved in the donor match and it went from the figures that you just said to about 2 and a half million people. People were calling and coming in. They wanted to help Michelle. What’s amazing is I know that it wasn’t because I was Rod Carew. It’s because I was just a dad trying to help his daughter out and in turn help a lot more kids that were waiting and couldn’t find matches. They were waiting for some way to save their lives.

John: Well, beyond that. Yes, you did, but she did a bunch of interviews with some of your local sportswriters’ friends from the LA Times. You did a bunch plus the media came out. So you took it from 90,000 upon her diagnosis to then 2 and a half million when she passed. You had a beautiful line in the book, “When she went to sleep, she woke up the world.” When you wrote this book, the numbers that I tracked back are nowadays, over 20 million people on the national donor list because of you and your platform. How you took her words of doing more with that platform that you earned and made an impact on so many people’s lives. That impact will continue to reverberate for decades and lifetimes ahead of us. Nowadays, over 20 million people compared to the 90,000 when she was first diagnosed. That’s a miracle.

Rod: Yeah, it is. We thanked everyone because as I said before, it’s not because I was Rod Carew the baseball player, it’s because it’s Rod Carew the guy whose daughter is sick and he’s trying to help her but also helped so many of the kids that were suffering from leukemia and these different blood diseases. I enjoyed it and I told her. I said, “Honey, I will always work with the kids until the day that I am not able to or to the day that I’m not here on this earth.” So I started doing a lot of things. I have a golf tournament that’s been going on for about 25 years and it’s because of Michelle. We’ve had a lot of kids that we saved, a lot of kids that we’ve lost but we’ve seen kids who had dreams of going to college and stuff like that. They were being able to get better and given the chance to go to college and possibly realize their dreams. Because we’re all dreamers. We dream of what we want to do and how we can do it. I’m happy that she talked me into doing this. Many families thank me over the years and I appreciate that.

John: By the way, these tens of thousands of families haven’t had the opportunity to thank you but so many have been affected positively because of you and Michelle and what you’ve done. Twenty million people on that list now give you so much hope a child is now diagnosed with that horrific disease. I mean, what a great thing you both did. What a great thing. Amazing.

Rod: We’re sure to continue to save lives.

John: Right.

Rod: Which is the key because it’s like growing up in Panama. My dream was to be a major league baseball player and that’s how I carried myself even though I was an abused child by my dad. I said to myself that maybe baseball would get me someplace and allow me to help other people. Like my mom used to tell me, “God’s in your pocket. He’s going to follow you. He’s going to take care of you,” and He sure has.

John: After Michelle’s passing things change a little bit in your life and you remarried and you took up golf which wasn’t really a part of your life while in the midst of your career. If I read right, I mean, it’s just incredible. You were a latecomer to golf but you have in the book, it talked about… You have 6 Aces or do you have more than that now?

Rod: No, I have 7.

John: Seven aces?

Rod: You know the first time I played, my Manager Jean-Marc gave me a brand-new set of [inaudible] clubs. The first day I went out was with Blyleven and some of the other guys. We were playing at this course that you have to hit the ball straight. If not, you’re going to end up in water or you’re going to end up in the trees. So my first swing of the club, I slice the ball and there’s running water along the freeway that I ended up in. Then they say, “Come on. Hit another one.” So I did another one and I sliced it to the same spot. So then I put my club back in my bag and I got on the cart. I went over to that area where the ball went and there’s flown water along the freeway and I took my bag up, I took the club, out of the cart, throw it in the water. [laughter] Now I said, “You know I have enough trouble playing with this little white ball at night, that this little white ball is not going to drive me crazy.” I got involved again playing with some buddies and the only guys I ever played with are friends that I met. That’s the only time I would play. I never went off with other people and play. But I started to enjoy it because it was so much about concentration and stuff like that. I have fun. I haven’t played in the last 6 years after I had my heart transplant but I’m looking forward to playing again.

John: Do you still have your tournament?

Rod: Yes. The tournament, we just finished their 25th year this past year. I’ve only missed one when I was in the hospital and it was funny because I kept telling the doctors, “Can you let me out for the day? I’ve got this tournament that I have to be at.” Yeah. And they kept saying, “No, because we’re afraid you might not come back.” Somebody came in to see me about 3 weeks later to see me and they were talking about the tournament. The doctor was in there and he says, “You really had a tournament?” I said, “Yes, this guy has played in a tournament for about 20 years.” He just started laughing. Yeah, we just finished the 25th year. We’ve had the same people that’s been coming back and playing. We don’t have athletes that come and make an appearance or anything. Every year, we bring in about 285 people to play in the tournament. So it’s still going strong.

John: Before we move on to your work with the American Heart Association and incredible story with regards to your heart attack. What? One second.

Rod: Okay.

John: We lost the picture for a second. I think we need to get the picture back up. We got it. Got it. Perfect. Before we get talking about your heart attack and the incredible story of recovery. Rod, how if people want to help the cause that you’ve been speaking about, for now, many, many years, over two decades with regards to Michelle and being a match and being a donor. How can they help or become part of that group and help support all the great work you’ve done to increase the number of people on the national donor list?

Rod: Well, they can go on the internet and look for PCRF, which is the Children’s Cancer Group and get all the information they need and help us.

John: Got it. Perfect. So it’s 2015, you are in reasonably great shape because you typically would always stay in good shape in your whole career and post-career in baseball. In fact, the night before you had a wonderful night. I believe you got up on stage with some of your friends when they were singing and having fun covering some great songs. You got up and I think you’re singing Oye Como Va or something the night before. The next day you went out to the golf course and you take it from there.

Rod: Well, we were doing a Leukemia Lymphoma March around Angel Stadium. That is something that I got involved with with one of the Vice Presidents. I was his sports star then to help. This one night, this friend of mine who has a band and they’re all ex-officers. He was in playing in the band and he asked me to come up on stage and join him. When I didn’t he gave me the maracas and he says, “We’re going to sing this one song that I knew a few words. So I got up there and I was really enjoying myself and dancing around. Then I got tired and I say, “You guys continue playing.” So I went down and talk to people and welcome them to the event that we were doing. The next morning after I went home, the next morning I got up at about 5:00 and decided I wanted to play golf. I was going out by myself. So on the first hole, the first ball that I hit was down in the middle. I was surprised because every time, for the first ball, I use to go to the left or to the right. That was my military golf days when that happened. So I started to put my club back in my bag and then I had a little bit of a burn going down to the middle of my chest and then my hands were really [inaudible] So I said, “Hmm.” So this buddy of mine who had told me about 3 weeks prior that he was in Vegas and he was playing craps and he was winning. Then all of a sudden he felt this burn in his chest and he says, “If you feel anything in your chest, go to the doctor.” What he did was he left the crap table and went up to the hotel doctor and found out that he had a 90-plus…

John: Blockage.

Rod: … yeah, blockage. They told him that when he got back home, make sure he sees a cardiologist. So I remembered that and I backed my car back up to hole number one which is really close to the clubhouse. I walked in and I asked the lady if she could please call paramedics because I think there was something going on with my chest. She did and they came and they lost me. The first time, they lost… so then they brought me back.

John: You flatlined. You literally flatlined.

Rod: I flatlined, right. So, I flatlined again when I was just laying there while they were working on me. The amazing thing is when Michelle was in the hospital I used to lay in bed with her and we do crossword puzzles. So she would say to me, “Dad, my guardian angel is right over in the corner. You can’t see him but I can. He’s sitting and He got this light that goes around Him and He got his hands like He’s praying.” So I said to myself, “Okay.” I know she’s been here for a while and she’s been on these different drugs and stuff. I thought that’s what she was imagining. But when the paramedics were with me at the golf course, one of them had a light that was going around his body and his head and shoulders had come back down by his arms. So then I said, “Hmm. That’s my guardian angel.” And that’s the same thing that Michelle saw.

John: You had a similar experience.

Rod: Yes. Yes. So they loaded me up into the ambulance and as I’m going to the hospital, they lost me again. They brought me back and when we got to the hospital, on the way to the operating room, they lost me again, and then they brought me back. So I said and my mother said, “You have God in your pocket.” So I guess he’s in there and he keeps tapping you and he’s not ready for you yet. I had a massive heart attack, yeah, and massive heart attack…

John: What is called the widow maker, right? You had the widow maker.

Rod: The widow maker, yeah. Usually, you don’t come back from those but God was in my pocket.

John: What happened? Who hooked you up to this massive contraption. How did that go?

Rod: Well, I was still struggling. So they kept me in the hospital for about a week and then they discharged me and they told my wife to make an appointment to see a cardiologist because we were planning and going to Italy. They told us, “Yeah, you’ll be able to. Just take it easy and you’ll be able to make your trip.” When we went to the Cardiologist on Monday, he said, “You don’t look too good. You’re going to go back over to the emergency.” I went back over, so they transferred me to San Diego and that’s where I spent… Gosh, I don’t know all the time before I had my heart transplant and kidney transplant at the same time.

John: But before you got your heart and kidney transplant, they put in a machine into an LCD or…?

Rod: LVAD. An LVAD.

John: LVAD.

Rod: Yeah. That kept me alive for about 14 months. The battery started to wear and I needed to get a heart transplant plan within the next 5 or 6 days. So, this young man that I met when he was about 10 went to preschool, where my son went. He was out running around and I went there to watch a basketball game. So he run up to me and said, ” You are Rod Carew, right?” I said, “Yeah?” He said, “When I grow up, I want to be an athlete.” “That is good but make sure that you’re studying and you have good grades in school. He said, “Oh, l I have good grades but I’m going to be an athlete when I grow up.” I haven’t seen this kid I think for maybe 20 years but he grew up and went to Stanford. After he graduated he was with I think the Jets and then they let him go and he was with the Ravens. He was also waiting to possibly sign a contract with the Patriots. So, while working out he heard something pop in his neck and his Dad told him to go to the emergency room right away. He comes to find out he had an aneurysm. So they lost him and at the funeral, I guess, people were talking about Rod Carew is having some heart problems and he needs a new heart. His mom heard about it, contacted my wife and so she said she wanted to make sure that her son’s heart went to a good person. So they thought of me and I received his heart and a kidney.

John: Now, a couple of things. A, it was really through the National Donor Society where he had filled out on his driver’s license that he would donate his organs as his mom and dad checked on their driver’s license. He asked them for guidance. They said, “Yeah, we did it. If you want to do it, it’s a nice thing. That’s 7 months prior that he had checked that box, right? On his DMV.

Rod: Right. Yeah. He was able to get the advice from her parents that you do it yourself.

John: Right. And they really didn’t have any part of the decision as to where the organs went. It was really the match program. So it was just one of those as you said in the book, “There are lots of God’s winks in your book about the tapestry of your life evolve.” And that’s just one of them because really the parents had no say so where those organs were going. This was after the fact that they started learning and putting the pieces together with your wife on how both your lives reconnected. Right?

Rod: Right. Yes. Sure enough.

John: Wow.

Rod: I thanked him ever since I was given a second chance at life and I carry him around with me every single day. I was able to also get a kidney from him and it’s amazing how things work out. Do you know? You hate for someone to die so you can live but I guess that’s part of the way God had it planned. So I thank him every day.

John: I want to talk about that in a second. As you said in the book, your big mechanical device that was keeping you going for 14 months started to not really have its effect anymore, you got this call and you said that call maybe was better than the call from Cooperstown.

Rod: Oh, yes, definitely. Yeah. You’ve worked out so hard to stay alive and make a life and trying to continue doing good things and here’s a great thing that’s happening to you now and God was in my pocket again. He’s been there and he stayed there.

John: As you said, He spared you for a reason and I want to talk a little bit about that reason now. Well, first of all, before we talk about Konrad Reuland, talk a little bit about another wink. I got one another God’s winks, Konrad Reuland. You were one of his heroes that he actually got to meet and touch and inspired you. When he passed away, he actually was 29 years old which was your number throughout your career. Another wink.

Rod: Another wink.

John: Another wink.

Rod: And you know? It’s funny because everyone thinks that I’m the same age as I should be but I’ve taken some years off. Knowing that when I got the heart, he was 29. So I figured, what the heck? It’s amazing. It’s just amazing. The occurrences that we faced. After I had the transplant, the first thing I said to my wife is, “Guess what, Honey? God has given me a second life so we can continue to help other people.” And sure enough, we’ve continued doing that. Whenever we get a call to go someplace because of something having to do with heart problems, we just drop everything and go. Because heart disease is one of the main things that take lives in this country. So, we are happy that we can do our part and help them.

John: As your Pastor, Rick Warren says, “If you’re alive, there’s a purpose for your life.” Obviously, you’re living your purpose. Again, for our viewers and listeners. It’s Rod Carew’s book, One Tough Out: Fighting Off Life’s Curveballs. You can buy it on RodCarew.com and you can also find it on Amazon, Barnes & Noble, and many other great bookstores. So now you have Konrad’s heart and kidney and Mary Reuland her husband, Carl, who happens to be a doctor wanted to meet you and your wife and your family. How was that? I watched the video. I watched that video way before I ever knew I was never going to have this chance to interview you. I’ll tell you, I don’t think I even took three breaths during that whole video of “Heart of 29”. Talk a little bit about them wanting to meet you about 11 weeks after that transplant and what happened that day and how it all evolved.

Rod: Well, my wife and his mom set up an appointment for us to go over to his home. I think that the thing that really came to me was when she wanted to hear her son’s heartbeat. I told her and said, “Mary, anytime you want to do that. I’ll be right there. I’ll be on call.” So she put her head on my chest and listened to his heartbeat. She says, “Yeah, that’s it.” Then we try to make it taped to put in a doll so that we could give it to her as a present. So whenever she got the urge, we’ll do that.

John: Wow. But way beyond that, you guys Carl and Mary, and you and your wonderful wife, Rhonda, become good friends. There’s even a merger of the names that came together. Talked about that.

Rod: We put them together. We feel they’re part of our family.

John: And you’re both theirs.

Rod: Yeah. We just felt that it was something I had to do.

John: I mean, their name was Konrad Reuland and I think you came up with, or they came up with, or you both came up with Kreuland.

Rod: Right.

John: That’s a big thing.

Rod: We made a big sign that we keep in our home.

John: That’s wonderful.

Rod: That’s a part of the history of what we went through with the family.

John: And so, Rod, I know you’ve become great friends with the Reuland’s and even your grandchildren and all friends. You have a lot and [inaudible] friends. So that’s all. It’s a wonderful way to continue the life and the legacy of both you and Konrad together with now, the two families coming together.

Rod: Yes, it is. I guess it was meant to be.

John: Right.

Rod: We’re just happy that we can maintain our friendship and relationship and life goes on.

John: Well, Rod, I just want to thank you for spending time with us today. As you said, you’re living proof of your life’s purpose which is improving the lives of others. You’ve lived up to Jackie Robinson’s quote of making an impact. What a life well-lived and God bless you and your whole family. As you said, “You have to have a lot more years.” Now, you have a 29-year-old heart in you, Rod.

Rod: I hope.

John: This is good news for all the people that love you. Like me. Again, please, Rod Carew, One Tough Out: Fighting Off Life’s Curveballs. Support both the donor match, National Donor Society in terms of matching up and becoming a donor for bone marrow transplants, and people who need help like his daughter Michelle. Also the American Heart Association. Get your heart checked and donate to Heart of the 29 and all the other great organizations that Rod’s involved in. Rod Carew, you’re an amazing man. The people that have followed you throughout your career like me now love you for what you did in baseball and how you carried yourself. But the massive impact, how you’ve improved people’s lives after your career is beyond amazing. I just wish you so many more decades of a happy and healthy life with your family. God bless you and all that you’ve done for all of us. Thank you again Rod Carew for your time today.

Rod: Thank you for having me on and popping me to spread to word, “Get your heart checked.” It’s the number one killer in this country. So I just hope that people will listen because it’s so important.

John: This edition of the Impact Podcast is brought to you by Engage. Engage is a digital booking platform revolutionizing the talent booking industry with thousands of athletes, celebrities entrepreneurs, and business leaders. Engage is the go-to spot for booking talent, for speeches, custom experiences, live streams, and much more. For more information on Engage or to book talent today, visit LetsEngage.com

Taking a Holistic Approach to Sustainability with Joy Lehman

Joy Lehman is the Global Sustainability Manager at The Hertz Corporation. Throughout her three-plus years with the company, she has been responsible for the development and implantation of the company’s global sustainability strategies that aim to improve the company’s environmental performance, sustainable transport options, increase efficiency, reduce costs and position the company as an industry leader.

John Shegerian: Welcome back to Green is Good, and we’re so honored to have with us today Joy Lehman. She’s the Global Sustainability Manager for the Hertz Corporation. Welcome to Green is Good, Joy.

Joy Lehman: Thanks. Happy to be here.

John: Hey, Joy, before we get talking about all the cool things you’re doing in terms of global sustainability at Hertz, why don’t you first share with our listeners the Joy Lehman story? How did you even get to this point, where you became the Global Sustainability Manager? What was your journey leading up to this new role that you have here?

Joy: Well, it’s interesting. My journey actually started probably when I was about 10 years old. I was the weird kid from Kansas who wanted to be a vegetarian and thankfully, my parents, with all their generosity, let me go with it, thinking it was going to be a phase. Very long phase that still continues to today, but that really got me interested in learning more about the environment and the different health benefits and really shaped my education and where I wanted to go in my career. When I went to university, I studied life sciences, environmental science, and then moved to New York City. Innately, I was just a city girl that started out in Kansas. I worked a couple years in the city, more in the pharmaceutical realm, but then decided I really wanted to make the shift towards sustainability, and did my graduate work in sustainability in Australia. On top of being the weird vegetarian kid, I’m also a big traveler. So, when I decided to take a couple years off to go to grad school, I couldn’t think of a better place to do it than Australia. Being a rather unique environment, they were a little bit more progressive a few years ago around sustainability, so they had some great programs to choose from.

John: That is so interesting. It’s so funny you say that. We have a lot of guests from around the world on this show. We’ve never had a guest from Australia, and I was going to ask you, are they very forward thinking and progressive when it comes to sustainability? That’s so interesting to learn that they are.

Joy: Yeah. It’s a weird climate there. They don’t have a lot of water. How they’re positioned in the world and what they have to deal with on a day-to-day basis has really pushed both individuals and from a policy perspective to really manage their natural resources. It’s created a different sort of culture, when you actually are concerned about are we going to have drinking water every day?

John: That does change your mindset. For our listeners out there that want to check out all the great things Joy’s doing in terms of global sustainability, you can go to www.hertz.com. I’m on their website right now, Joy. You’ve been at Hertz now three plus years. Can you explain what is your role? Every company is so culturally and DNA different when it comes to sustainability and global sustainability. What is your exact role and mission in terms of Global Sustainability Manager at Hertz?

Joy: I have a really fun job, at least in my mind. What I do on a day-to-day basis is I develop a sustainability strategy to really help our organization embed sustainability best practices, environmental performance, efficiency, cost savings, all those great things tied to sustainability across our global operations and our fleet. That really enables me to work with every department. I’m definitely kind of a one-stop shop. If you need to find someone at Hertz, I probably know them because we work in every aspect of our business, to really try and move the needle forward in sustainability.

John: That is so interesting. With regards to that, what are some of your current sustainability initiatives? Give our listeners a little example of some of the initiatives you’ve thought of and you’re starting to implement throughout the Hertz platforms.

Joy: Hertz takes a holistic approach to sustainability. We looked at our operations and said, “Where can we create the most amount of impact, both from a sustainability perspective, but also from a business perspective?” We’ve got two sides of the coin for us. One, we have a lot of buildings and rental locations, so we have aggressively pursued greening all of our buildings, especially around new construction and using LEED certification, that’s a green building certification, for our large construction projects. Then using those best practices across all of our smaller construction practices. We also are investing in solar production, so many of our larger facilities generate solar energy. And then just kind of the general operational best practices around waste reduction, recycling everything from used oil to bottles and cans, to IT equipment. I think one of the more interesting things we implemented last year was a waterless car wash solution. We obviously have quite a few cars in our fleet, and we and our customers want them shiny and clean. So, that does use quite a bit of water. Our automated car washes recycle about 80% of the water, but in our smaller locations where we have a bit more time, we use a waterless solution, which basically is just a small amount of spray that we spray on, and then it’s wiped down and it’s completely green, nontoxic. So, it’s a great solution that’s very effective for our business bottom line, but it also is saving basically millions of gallons of water a year by moving towards this.

John: Wow. I’m on your website, and I’m actually right now looking. For our listeners out here, it’s hertz.com. It’s simple. I’m on your living journey sustainability document, and it is fascinating here, some of the things that you guys are working on. I’m going to just throw some things out there. In terms of paper saving, you’re saving paper with regards to recycling. In terms of kilowatts saved, in terms of energy, in terms of recycling in your headquarters. So, this is something that’s really been adopted from a cultural DNA standpoint at Hertz. Greening and sustainability is really right throughout the whole organization from top to bottom.

Joy: Yes, it is, and it really needs to be, to be effective. I feel very fortunate to have a very engaged senior management team that sees the value in sustainability and always looks for opportunities to cross that over into other areas of our business. In an organization that’s as large as Hertz, that’s global, we have over 40,000 employees, it’s really important that they all understand where they play a role and what sustainability means to them in their day to day jobs. So, that’s why we really try and communicate the successes we’ve had, but also where there’s opportunity at the individual basis.

John: Joy, Hertz is a great, great, great rental car company, and you have a lot of competition out there. How do you stack up against not only your direct competition, but even some of the smaller players out there with regards to your sustainability initiatives? Is this something that the whole industry has adopted, or is Hertz leading with regards to sustainability versus your competitors as well?

Joy: I would like to say that Hertz is definitely leading the charge in a lot of areas, but sustainability is definitely an area of focus for many of the larger players in the rental industry. I think some of the differentiators for Hertz around sustainability, it really goes down to what’s our product? What are we here to do for our customers and as a corporate organization? That’s to provide mobility solutions. So, where we’re different from our competitors, it’s almost 80% of our fleet gets better than 20 miles per gallon highway, so we have a very fuel-efficient fleet. That’s significantly higher by percentage than our competitors. We really actively try to provide alternative fuel vehicles, high fuel efficiency vehicles, and use innovation and technology to provide mobility solutions for both our leisure customers and also our corporate customers so they have greener travel options.

John: How about the electric car movement and revolution now? How does that fit in with Hertz’s offering? Is that going to continue to grow?

Joy: I think it will continue to grow. A few years ago, there was a lot of hype around electric vehicles, and I think there was a lot of interest in it, and we thought it would be a high area of growth. In certain areas of the U.S. and internationally that’s been true, like around California, so we’ve definitely focused the majority of our EV fleet growth around there. But it’s a longer-term strategy, which is something we will continue to grow and expand, but it’s where we see demand for the most part. But I would say companies like Tesla have done an amazing job of really changing the perceptions around what an electric vehicle is, and making it kind of sexy and cool, and people actually have a bit more interest in it.

John: With regards to oil recycling, it says on your website that Hertz recycles a lot of the oil that is used in your vehicles. Can you explain how that happens? Is that also another growing trend, recycling more the products that are put out of your cars?

Joy: Yes, absolutely. It’s something that we’ve been doing for a while and will continue to grow. Basically, having a fleet of over 500,000 cars, we deal with a lot of automotive waste. It’s our objective to have all of that be recycled and disposed of in the most environmentally sound way possible. All the oil, cleaning solvents, oil filters, and the like are recycled by one national vendor, and they collect all of that. It’s actually then used and refined to create new oil, so it’s an ongoing cycle that, then, we use some of that oil in our vehicles. It’s fantastic, some of the innovative technologies that have really enabled sustainability best practices to move forward.

John: For our listeners who just joined us, we’re honored to have with us today Joy Lehman. She’s the Global Sustainability Manager for the Hertz Corporation. You can check out all of her and Hertz’s great work at www.hertz.com. Joy, talk a little bit about the future. You’re now, no pun intended, driving the bus and you’re the head of global sustainability at Hertz. Where are you taking it now? Where is the puck going, not just where the puck is today? Where are you driving your company with regards to sustainability? Give us a little glimpse of the future.

Joy: For us, I think we’ve done a great job of looking at our operations and making sure that we have sustainability embedded there, but our next big move will be to increase the sustainability offerings around mobility. So, that’s looking at 24/7 access to fuel efficient vehicles that are readily accessible to communities around the world in very short distance and looking to see where we can increase alternative fuel vehicle access, like hybrids and electric vehicles. When you think about a company like Hertz, we rent millions of transactions. Each of those transactions is essentially a test drive for some vehicle, so we’re helping millions of individuals form an opinion about a car. By providing access to the most fuel efficient and innovative vehicles, whether they’re hybrids or electric vehicles, we’re helping to break down those consumer barriers that may exist around preconceived ideas about green cars are slow, they’re not very cool looking. By actually getting people to drive them through a rental experience, we hope to really move the needle towards if people are looking to purchase those cars, they might consider a vehicle they hadn’t previously because they had an experience with Hertz.

John: That’s awesome. With regards to tires, Hertz is the only car company that has a zero landfill policy with regards to recycling tires?

Joy: Yes. That’s something we’re very proud of, to make sure that none of our tires end up in the landfill. Where they do end up is on the roads. New construction for roads typically use recycled tires, but also in playgrounds. The kind of squishy equipment that you’re jumping around on, those quite possibly could be a Hertz car tire.

John: Joy, since you’re the Global Sustainability Manager, can you share with our listeners a little bit of the cultural differences with regards to sustainability? Hertz is an international brand. You get to travel the world and green Hertz around the world. Talk a little bit about the cultural differences between countries, and the acceptability or adoption of sustainability when it comes to the United States versus Europe versus Asia and other parts of the world where Hertz is at, and how that affects your decision-making and you driving policy and change.

Joy: You’re absolutely right. Each country and region of the world has a little bit different perspective on what sustainability is, so we try and factor that into how we prioritize our different programs. Even looking at fleet choices, so if you look at Europe, diesel is readily accepted and the majority of individuals and businesses drive those cars. From a diesel vehicle perspective, they have much higher fuel economy. In the U.S., that’s a little bit harder sell because we’re not quite as accustomed to diesel vehicles. So, we look at those fleet choices, what makes most sense. In the U.S., hybrids are a fantastic choice. In Europe, we focus more on the diesels and moving more into the electric vehicle space. I mentioned Australia being a water-conscious country, so that’s an initiative looking at how we can conserve water and those more pivotal climate change issues that rise up in countries that are actually having to deal with those issues on a more tactical level, and trying to integrate that into our planning.

John: Gotcha. How do you trade best practices in terms of underneath you, do you have many other sustainability managers across departments and across countries that are constantly brainstorming and sharing new or better practices that they’re learning out in the field and then bringing back to the group, so future sustainability initiatives can be driven from what the team is learning in the field?

Joy: We do. We’ve got a great group, the sustainability task force, that I lead and it engages basically with every department. We have international colleagues also involved. We meet, depending on which group we’re meeting with, on a weekly or a monthly basis to look at the programs we have in place and how we can improve them, what needs to change, and really brainstorm those interesting and creative ideas to engage our employees, but also to move the needle forward.

John: Joy, we’re down to the last two-and-a-half minutes or so. What has been your experience and what does the data show about how engaged your clients are with regards to sustainability? How important is it to them that you continue to make this an important initiative, culturally and from a DNA perspective of Hertz, and continue to message how green and sustainable Hertz is? How important is that to your client base?

Joy: That’s a great question because we’re obviously driven by what our consumer needs are. I would say especially in our corporate and business traveler, there is a very high interest on programs that can help drive greener business travel. So, we work with them directly to create programs that can both reduce their carbon emissions per mile, their fuel consumption, and increase their utilization of alternative fuel vehicles that help their employees get that first-hand experience that I discussed in those different vehicles. Especially our larger customers that have hundreds of thousands of employees renting with us, they’re all experiencing that, and we’ve been able to make some pretty good outcomes, 15-16% reduction in carbon in some cases per mile. That then equates to fantastic fuel saving for our customers, so on both sides we’re both very happy.

John: Got it. Final words, Joy. What are some of your hopes for the future of a green car rental industry? What’s on your mind?

Joy: If I had the blue sky, what I would love to see is basically a lower no-emissions vehicle available to anyone within a five-minute walk, and they could access that vehicle at any time. That really enables mobility for travelers around the world to get where they need to go and create the least amount of impact in the process.

John: I love it. For our listeners out there who want to lease or rent one of Hertz’s great cars, please go to www.hertz.com and learn more of Joy’s great work and her colleagues’ great work with regards to sustainability. It’s hertz.com. Thank you, Joy, for being an inspiring sustainability superstar. You are truly living proof that green is good.

Beauty On Demand with Yazmin Cavale

Yazmin Cavale is the co-founder and CEO of GLOW, the first and only on-demand beauty app in Alabama that brings hair, makeup, and spray tan experts straight to your home. Yaz has amassed experience in the beauty industry over the past 22 years, working for major beauty brands – including Laura Mercier, Estee Lauder, and Trish McEvoy – in New York, Los Angeles, and Miami.

John Shegerian: This edition of the Impact podcast is brought to you by Engage. Engage as a digital booking platform revolutionizing the talent booking industry. With thousands of athletes, celebrities, entrepreneurs, and business leaders, Engage is the go-to spot for booking talent for speeches, customer experiences, livestreams, and much more. For more information on Engage or to book talent today, visit. letsengage.com. Welcome to another edition of the Impact podcast. I’m so honored to have with us today, Yazmin Cavale. She’s down in Alabama. Welcome to the Impact podcast, Yazmin.

Yazmin Cavale: Thank you. Oh my gosh, I’m so excited to be here, so honored to be asked. I can’t wait to talk to you and tell you more about my company.

John: Yazmin, your company is called GLOW Beauty on Demand. We’re going to talk about that in a minute. But first, share with our listeners a little bit about where you grew up and where the journey began.

Yazmin: I was born in Puerto Rico. I was there until I was four years old and our family all moved to Boston, which is a little, off. But yeah, we moved to the Massachusetts area, grew up there, loved it. Loved being part of the fat nation, the Red Sox. Just growing up like that was really great. I actually thought I was going to be a chef because that’s the route I was going to in high school and things like that. I went to culinary school. Got accepted, went to culinary school. Quickly found out that was not my calling, more of a passion than a career. I went into fashion and that’s when a lot of doors just seemed to open up for me. I was still in New England. I was walking through the mall one day and a guy came up to me and was like, “Hey, have you ever thought about being a makeup artist?” I was like, “No, I’m in school now. I’m in fashion. I don’t want to be a makeup artist.” He said, “Well, your makeup is beautiful. I’d love to teach you and and give you a job and take you all over the United States.” I was like, “Really? Okay, great.” Little did I know he’s the head of Estee Lauder, was recruiting a lot of young just women and men to come on to be makeup artist, be part of their team and really grow that demographic. I mean, it took me everywhere. Estee Lauder is such a great company. It owns everyone, Nars, Clinique. I mean, it owns everyone and Bobbi Brown.

I started my journey with beauty. I was still in school, did it on the weekends, make great money, got to travel. I would just remember doing a lady one day, sitting in my chair, completely transforming her, her looking in the mirror and crying. That’s when I knew I was hooked. Just that took me to LA, Miami, New York. I’ve done New York Fashion Week. I’ve done commercials, movies, reality shows. I’ve done it all. During my freshman year or sophomore year, my mom said, “Hey, so I got a job in Alabama and I’m going to Alabama and I’m going to try it out.” I was like, “Okay, great. Have fun with that. I will be right here.” She went and she was there in Alabama and she was like, “I love it here. I will never move. If you want to be with me, you have to move here.” I’m like, “What are you talking about, lady? It’s Alabama.” She was like, “You’ll love it too.” I would go in the summer times when I wasn’t traveling and going to school and I did love it. At the time, I was working for Trish McEvoy and she was like, “Listen, there’s a really great market down there. Southern women love beauty. I think you would be great down there.” I was like, “Okay, great.” Came down here, got a job doing just Trish McEvoy and things like that. My mom was here so I got to be closer to her.

That’s when everything just turned around for me. I met Jim, which is crazy because he’s from New York. I’m from Boston. We met at a lounge, fell in love, love at first sight. We’ve been inseparable since then. But I started this beauty journey here. I really quickly found out that southern women, it was a whole different way of thinking about beauty here. It was more cultural. It was like, honey, if you leave your house without makeup on or lipstick, you are not done. That’s the way they grew up here and it really said a lot to me. Once I got married, I decided I was going to be a stay-at-home mom. I was staying at home and people would find me on social media like, “Oh, I remember you from Trish McEvoy. I remember you from this event. I remember you did my daughter’s prom. Can you do my wedding?” I started freelancing right on my garage and that quickly threw from 25 times to 150. My husband was missing your stay-at-home-mom. I would throw the kids at him when he got home. I would be out on the weekends. He’s like, “Listen, Yaz, we need to buckle this down. We need to really figure out what we want to do.” We were sitting there thinking about why and what I wanted to shove into the world. I was like, “Yes, brick and mortar, one stop shop salon. It’s going to be great.” My husband is like, Jim, who is a serial entrepreneur, was like, “No, think bigger. Let’s think bigger.” I decided to look at different avenues of businesses that I loved. I loved an on-demand massage business and then boom. got the idea of GLOW Beauty on Demand.

John: Your business is called GLOW Beauty on Demand. People can find it. I’m on your site now. It’s a beautiful site, www.theglowapp, A-P-P.com. Wait a second. I just have to ask you a couple questions. First of all, Yazmin, I grew up in New York City, which is of course, a wonderful cultural melting pot, as is Boston. When I was a little kid growing up, we did have a very large and growing Puerto Rican population, Cubano population. Of course, all the other ethnic groups that had arrived a little bit earlier as well. What about Boston? I spent my first year of college in Boston. But I don’t remember how big the population, the Latino population was there then. Was it a big population when you moved there as a little girl?

Yazmin: I was more closer, like, Foxboro, Attleboro, more Providence, Rhode Island. That area has got huge Latino community, especially Puerto Ricans, Dominicans, more of the Caribbeans. Grew up with a lot of Italians and a lot of Irish people. It was just really [crosstalk]

John: Very ethnic, very comfortable. That immigrant spirit basically [crosstalk]

Yazmin: Hard working, family, food.

John: So what is it like? Mom and dad, when you were growing up, you said you’re a Patriots fan, a Red Sox fan. Mom and dad were big sports fans?

Yazmin: Yes, but my mom was born in the Bronx in New York. She was Yankees and the Giants and all that. Because I grew up in Boston, I’m the Red Sox. My grandparents, they moved too with us. One was Red Sox and one was the Yankees and it’s always been a rival like that. Now, in my household, that’s how it is. It’s the Yankees and the Red Sox, the Giants, and the Patriots. We’re always constantly fighting.

John: That’s awesome. Mom moved to Alabama. Did dad move down there too or just mom is down there?

Yazmin: My mom and my dad split up when I was very young. He stayed in Puerto Rico. My mom moved down here.

John: Got it, brothers and sisters?

Yazmin: Yes, brother and he’s still in Boston.

John: He’s still in Boston. Now you go to Alabama, you meet Jim. Jim’s a big sports guy who’s in the sports industry. Being a serial entrepreneur, he’s now in the sports representation industry, obviously and he’s very well, we know. We’ve had Jim on the show and his story is very compelling and fascinating at the same time. You’re now with a serial entrepreneur, you’ve got something big on your hands. You come up with GLOW Beauty on demand. Where were the gaps that you were filling? What was your original vision in how to fill those gaps?

Yazmin: Sure. I always start with, how can I solve a problem, right? That’s how you come up with these big ideas. I was in the industry for 20 years as a freelancer, but I was also a client. I just really found that we had a lot of issues when it came to getting the celebrity style services to every day women. There wasn’t any professional company doing it out there. The freelancers weren’t professional as it is because they’re creatives. If you wanted to find somebody, you have to go to all these platforms. Payment was a hassle. All these things were such a hassle and I was really sitting on my floor, like, how can I solve all these problems that not only clients have but freelancers have? We developed the GLOW app, which is really just a platform that connects clients, better beauty professionals, and services them with hair, makeup, spray tans on location for their weddings, events. Basically the Uber of beauty and we just help you get ready. It’s basically for every day women. I mean, yeah, sometimes we get really high profile clients on there. But it’s mostly for everyday women and we’re really proud of that.

John: I love it. It’s called The GLOW app. Again, for our listeners and viewers. It’s www.theglowapp.com. I’m on the site now, it’s absolutely gorgeous and, I mean, it’s hard to get off the site because everybody looks so great and you have so many wonderful services. But before we get into that, with Uber, there’s two things. You got to recruit the drivers and then you want to get the passengers. Explain what coverage, what kind of geographic locations you cover and how hard is it to get what your drivers are, which are the beauty experts and the aestheticians and then to go get moms at home that are looking for a little beauty upgrade for the day?

Yazmin: Absolutely. We started here, we launched in Birmingham in 2017. We started just heavily recruiting. Before we even launched or anything, we were recruiting beauty professionals. They go through a five step vetting process, which is phone call, interview, demo interviews, their kits. I mean, we go through the whole process and then they go through training. But we get them through different avenues, whether it’s social media recruitment, we partner with a lot of beauty schools so we get a lot of their graduates, word-of-mouth. We have referral programs. Then also, a lot of these beauty professionals, they come in with a clientele and they have their own following as well. Not only do we get those followings, but then we go out and do heavy marketing on social media. Weddings is a big lead generator for us. One wedding can generate up to 15 pay leads, two or three more weddings. Actually, clients are now paying us so we can turn over their bridesmaids into individual bookings that are booking us on a daily basis on the app.

John: At 17 you started it, kept it geographically tight in Birmingham?

Yazmin: Just Birmingham. Then we expanded to Nashville. We thought that was very similar to Birmingham, easy to penetrate. Quickly found out that wasn’t the thing. That wasn’t the case because Nashville is a transplant city. Everyone’s a transplant, it’s not real community there. I don’t want to offend anybody by saying that, just meaning that when you come, word of mouth is a lot harder there. We changed our strategy there a little bit. Then we have a few GlowPros in Atlanta. We have all of Alabama, Prattville, Montgomery, things like that where we have GlowPros at. But right now, we’re organically growing into these markets because people are searching for us on Instagram. They see what a great job we do, or they hear from their friend, their mother and they say, “Hey, we want to hire you to come up to the Carolinas. We want to hire you to come here.” Then we’re thinking, oh my gosh, we have such a demand there. Let’s put some GlowPros there and create a market.

John: It’s almost a little bit demand-driven, you’re saying?

Yazmin: Yeah.

John: When you feel the pull from a community, that’s when you get a GlowPro involved in?

Yazmin: Absolutely. Again, we like to focus a lot on weddings or group bookings like prom parties and things like that because they generate so many leads. We’re really excited about where GLOW is going to go next. We are thinking about going into the more Carolinas and the New Orleans. They said New Orleans is the second wedding destination in the nation, which is insane.

John: What is first?

Yazmin: Las Vegas. But there is Gatlinburg, which is I know. What?

John: Oh my gosh, so it is second. Let’s go over this. Now you’re an Alabama, You’re in Tennessee right now and in Georgia?

Yazmin: Yes.

John: Those are the three. The goal is give me your vision for the next years ahead now.

Yazmin: Right now we’re really focusing on bringing on executive key roles, like a COO or tech, just really filling out our team in the corporate side. We are looking at the Carolinas to scale to next, New Orleans. Then we are launching a subscription model which will allow clients to pay one fee a month and get several services anytime they want during the month. We want to just create that recurring revenue for our business, make it more predictable. We do plan on raising another round, so we can scale and be all over.

John: For our listeners and viewers who’ve just joined us, we’ve got Yazmin Cavale with us. She’s the CEO and co-founder of GLOW Beauty on Demand. You can find her and her GlowPros at www.theglowapp.com. Yazmin, what services? Now I’m on your website. Of course, like you said, proms and weddings and big events are special, but it could be for the everyday mom too that just wants a little pick-me-up to get out and to glow a little bit out in the community. What services in particular are you focused on in terms of that your GlowPros offer to the communities that they serve?

Yazmin: Yes, we have makeup application. Any kind of application that you need, whether it’s very natural, basic application to a full-on transformation. We also do any hair styling, blowouts, updos, dry styling. Then we do haircuts for men, women, and children. We added that during COVID to help with the times. Make it really professional and say our GlowPros are all they practice safety in all measures. They come into your home. They ask how comfortable you are. They wear masks. All those things. Then we also offer spray tans, which is our number one service on the app.

John: Really?

Yazmin: Yes, people love them. If we’re coming into your home, we create a room in your room. We pop up an 8 x 8 tent. You go in there. It’s like a private room. We spray tan you, clean up. We get and we’re out of there in 20 minutes. That’s a complete confidence boost. You’re tan, you feel great. You can go on your vacation now or events or whatever, just a little pick-me-up.

John: Let’s be clear here. GLOW is for men, women, and children. It’s not just for women.

Yazmin: Yeah. Absolutely. For children, we do a lot of cheerleading competitions, where they need spray tans, pageants for hair and makeup. For men, it’s mostly like spray tans and then a haircut. Then women just everything.

John: Let’s talk about, we talked about this a little bit off the air and we have so many young women from both the United States and around the world we get emails from enjoying having great entrepreneurs like you on because you inspire them and we don’t have enough focus on that, I believe in mainstream media. Talk a little bit about your journey as a woman entrepreneur. Obviously, you had a world-class coach in your spouse, Jim. How was the journey in terms of sitting down at your kitchen table and writing up the first business plan? How you evolved it over the last five years? Explain how level of difficulty and challenges that you faced that you feel that are universal and could be helpful to share some of the lessons you’ve learned with other young women that want to become like you.

Yazmin: Yeah. When I started, I’m in the beauty business. I’ve met a lot of powerful women that really taken over the world. Trish McEvoy, Bobbi Brown, these women that are just fearless, they go out there that build these unbelievable brands and sold them. My mindset was never I cannot do it. It was always like I can do it because I was in an environment where women ruled, okay? Then I went into the tech world. That is a whole different world, very hard. The stigmas are there for a reason because they are true. I didn’t really have a hard time until I started raising money. The moment I started raising money, it really turned for me. It got into more of a dark place. I would go into a room full of investors. I would do my whole pitch. I have a great product. I have clients. I have a proven model. I have launched a second market and asking for money, pitching them. The one question they would ask me would be, “What are your kids do in the daytime when you’re doing this?” Or “How involved is your husband when he’s not even in the room?” These questions that I never even thought would ever come at me in a business setting that way, they were real and they were there. That was really hard. But you know what? That just pushes me more to prove that I can do it on my own. I decided in about 2018 that I wasn’t going to take any more money, really focused on my business, brought in more GlowPros, added another market, changed up my services, raised prices. I became cash flow positive in 2018, which is almost unheard of for a tech business at that age.

Then COVID hit. Again, a lot of people were like, “You’re about to close. You’re based on events. You’re da, da, da, da.” That just pushed me to really focus on the business again and put out services for men, women, and children, really marketed as a professional safe business. That grew, we got out of COVID really great. Because of the marketing and stuff that we focused on, 2021 we became cash flow positive again. The only money that we’ve ever taken was the initial pre-seed money that we had, very small amount. But I really want to inspire women to get yourself out of this box of, okay, I have to raise money with Sidra. I have to do this. This is A, B and C, especially when you’re in the tech business. I think you really need to focus what’s going to be great for you and your lifestyle and your business. I’ve always had a vision of having a five-star business. Very detailed. I want my clients to come first. I want my GloProws. That’s what we call our beauty professionals, my GlowPros to feel supported. I think having that in mind really made me think, okay, we’re not going to go this B, C round just now. We’re not going to invest around, we’re not going to pitch, we’re going to do it ourselves, really prove that we have a really great, not only model and company, but a great team that can take us so much father if we had the money. Do you see?

John: You mentioned earlier that you’re potentially going to raise more capital in the future?

Yazmin: Yes.

John: I mean, it’s my feeling but I want to hear your opinion. Anecdotally from as an outsider and also dealing with having to raise money many times in my life and still having to go do that, it seems like the time since ’17 when you started the company, have evolved a little bit, thank gosh, and there’s more women investors now looking to back women entrepreneurs and they understand the challenges you’re up against, the sexism, this misogyny and all the other nonsense that comes with sort of the skewed opinion that you were facing when you were walking into rooms in ’17 and ’18. Do you feel that the evolution has happened and that times are catching up with young entrepreneurs like you that want to go make a difference in this world?

Yazmin: Absolutely. Obviously, I’m in Birmingham. It’s a little smaller here. But I think because I was so tenacious and me and my husband have been such big parts of this community, I think more doors are opening every single day. But again, you have to be able to talk about it. You have to be able to talk about going into a room and being questioned the way you did. These are all conversations that you need to have. But most of all, you have to have a great business. You still have to be able to execute, produce, and all these things, and not use that as an excuse. I want to create a business that people look at and can’t say no. That’s just where I am right now.

John: Right. How difficult along the way, obviously, Jim is a super positive human being. I could feel his energy over the computer screen and his success is unbelievably impressive on multiple times that he’s had that kind of success. As a first-timer at this but also having shared in understanding your husband’s journey, along the way, how difficult in terms of how many times did you catch yourself thinking to yourself, maybe I shouldn’t be doing this, maybe I’m not cut out for this or self-doubt or just at least just loneliness of the journey? Do those things seep in along the way and you have to figure out ways to overcome that?

Yazmin: Absolutely. I’d say that probably seeps in four times a week. It just does. Especially when you’re married to such an overachiever, high-performing visionary, that’s Jim. But you have to almost sit back and say, “What kind of CEO am I?” You can’t really compare CEOs because they have different journeys. They have different ways of thinking and leading. I think early on, me and Jim really had to learn how to communicate with each other through this journey. Because whereas Jim, Jim has an idea when people throw money at him, where I have to pitch, you know what I mean, before I can even see the person that is going to give me money. It’s a different journey. But you have to almost talk to yourself as this is what I bring to the table. This is why I have a seat at the table. Really focus on that and focus on your vision or your mission, which is my vision was to bring beauty to every single household, to everyday women. I think when you focus on those things, that doubt, it goes away for a little while and you’ll wait for it to come back in a few days. But I think fear and success are hand in hand. Failure, success, fear, success, all that goes plays a part. I probably failed a lot more than I succeeded, I feel like. But when you do succeed, it’s such a high because you’ve overcome so much that it makes it worth it.

John: Yazmin, how much competition do you have out there? Because I’m fascinated by what you’re doing and I don’t see why this couldn’t be in every community across America.

Yazmin: Absolutely. We’re really focusing on mid markets, like the North Carolina’s, Birmingham’s because we really want to penetrate communities. But my competitors, they’re focusing on the big market. A competitor I have, Glam Squad, they’re in New York, LA, Miami, and Washington DC. They’re focused more on big markets. They’re really like Uber where you don’t know who’s coming to your home, hotel, office, until they get there. We are a little different. You can really customize your beauty experience. I always say GLOW is like beauty on your terms. Where people say that but it’s really my competitors say that but it’s not true. We’re a little different.

John: The nice thing about having competitors now that you mentioned Glam, I have heard of them, is that that it’s not a zero-sum game in the business world. As an entrepreneur, as you know and I know, I mean, these McDonald’s and Burger King and In-N-Out Burger and Carl’s and everyone’s doing just great.

Yazmin: There’s enough to go around, for sure.

John: There’s plenty to go around. Obviously in the beauty industry, it still seems very underserved and especially, forgive me if I’m wrong on this, but I would love to hear your opinion in a post-COVID world, I feel more that beauty on demand in a home or an office is going to probably become a bigger thing even more than having to go out and mix and mingle and potentially expose yourself in other situations. I think beauty on demand sounds like it’s a perfect business to continue to scale post-COVID.

Yazmin: Yeah, I think right now convenience is a big thing and convenient people are willing to pay anything for because they’re at home already, because they don’t want to go out, because of the pandemic, because people are, you know. Having a service come to you in an easy mainstream way, in any industry, is just key. I mean, I use on demand services for everything, from [inaudible] and groceries.

John: Right, Amazon.

Yazmin: Yes, Amazon. I mean, I want it now. I want it here and I want it fast. I think like a lot of my clients. I just feel like obviously this is the first step. But I also feel like in the big picture. I feel like beauty companies can partner with a company like mine, give me products that I can just bring to your household instead of you now going to a Sephora or Ulta. That’s even a hassle now. I really think that’s the bigger picture. I’ve been in the beauty industry for 20 years and I’ve seen it evolve so many times that I think that’s the next step.

John: How hard is it to be a GlowPro and what does that mean? Is it a full-time job or someone of high quality to be a part-time GlowPro is for you as well?

Yazmin: Yeah. It’s really up to them on how involved they want to be. I mean, I have one GlowPro that’s making six figures a year. Then I have another GlowPro that’s a surgeon in the week. Then she does this one time a week because she just loves it. Then I have the mom of four that just wants a nice side hustle. It’s just it’s really again beauty on your terms, whether you’re a freelancer or a client.

John: Jim let the cat out of the bag a little bit when I spoke with him. He said that you both are in the same office building in downtown Birmingham. That’s so sweet. How does that work?

Yazmin: Yeah, he’s above me. I found this building early on. I talked to the owner, the builder, and he was like, “Absolutely, you can come on in, we’d love to have you.” We started remodeling and building that office that he’s actually in. Then I decided, I was like, “Well, I don’t want this. I want the bigger one.” I took the bigger one and my husband was like, “I’m going to take the one upstairs.” It’s so funny we’ll have a slew of people in here and Jim will just walk in, “Hey, babe, got to get coffee. I ran out.” [inaudible] I won’t be surprised if he’s walking by asking, “Hey, how are you doing?”

John: Yazmin, here we are and now the beginning of 2022. Thank gosh it seems as though the pandemic is starting to recede and that’s good news for all of us and everyone around the world. Where do you want to go now? How are you going to take it from where you are now to what your vision really dreamed about back in ’17?

Yazmin: Yeah, obviously, we’re here in the southeast now. I really want to start going up the coastline. The Carolinas, Virginia, even up to where I grew up, focus there and then obviously go out. I mean, I was just at the Super Bowl week over there in LA and just networking and talking to people. People are like, “Oh my gosh, do you have that here?” I’m like, “No, not yet.” It just frustrates me because that’s why I created a beauty on demand at because I want to touch as many lives as possible. But you need money, you need investors, you need a team and it takes time. Again, we are really focused on just building our corporate team, pushing out the subscription model, making our business more predictable so we can raise money and really scale. That’s the goal.

John: Who’s your business hero? When you study business and you learn about all different things that are going on and people that have started businesses, scaled them and sold them, who’s some of the inspirational role models that you look up to?

Yazmin: Oh God, Jim Cavale, for sure.

John: Great role model right there.

Yazmin: He pushes me every single day. No one grinds like Jim Cavale. It’s funny because he helped me start this. Once he took a payout for Ironshot, he had that time where he could really focus and help me really launch this thing. He did, he’s my co-founder. I’ve learned so much about him. He really speaks the language, especially in the tech world where I don’t know. I’m more in the beauty world. He’s more of the tech world and he was just like, “Listen, this is what you need.” He inspires me every single day, but also like a Trish McEvoy, she was my mentor early on. Just the way she brands and really just executes and she has a vision and she really takes it to the next level. I’ve always been a real fan of hers. But there’s been so many, Sara Blakely for Spanx. I mean, there’s so many right now that I look up to and really envision. But I would say my number one is Jim Cavale.

John: Well, that’s great. With that, Yazmin, we’re going to leave it for today. We’re going to want you back on as you continue to grow and expand your empire. We want to have you and hear about all the different cities you’re in and how the journey goes. She’s Yasmin Cavale. You can find her at www.theglowapp.com. You glow, you’re amazing, you make a huge impact, you’re a woman entrepreneur that’s inspiring a lot of young women around the world right now to be the next Yazmin Cavale. Thank you for joining us today on the Impact podcast. I wish you continued success.

Yazmin: Thank you so much for having me. This was great. I love talking to you. Yeah, till next time, for sure.

John: This edition of the impact podcast is brought to you by the Marketing Masters. The Marketing Masters is a boutique marketing agency offering website development and digital marketing services to small and medium businesses across America. For more information on how they can help you grow your business online, please visit themarketingmasters.com.

Making Sustainability Part of the DNA with Lise Asimont

Lise Asimont started her career in the wine industry while studying anthropology at Saint Mary’s College of California. She devoted a junior thesis to the inner-workings of a small winery in the Russian River Valley. While there, she developed a love for winegrowing and went on to study with the Environmental Horticulture graduate group at the University of California – Davis with a specialization in viticulture. She studied under Dr. M.A. Walker at the University of California, and conducted her master’s research on grapevine rootstock resistance to root-knot nematodes. After graduating from UC – Davis, she was given the opportunity to work in Santa Barbara County for Cambria Winery as an assistant vineyard manager. In 2001, Lise moved to Sonoma County and worked in grower relations for Geyser Peak Winery, where all the vineyards in the entire state of California became her living classroom.

John Shegerian: Welcome back to Green is Good, and we’re honored to have with us today Lise Asimont. She’s the Director of Grower Relations at the Francis Ford Coppola Winery. Welcome to Green is Good, Lise.

Lise Asimont: Hello. Thank you so much for having me on.

John: Hey, Lise, you’re doing just wonderful things in sustainability at the Francis Ford Coppola Winery, but before we get into speaking about those things you’re doing there, I want you to share with our listeners please the Lisa Asimont story, the journey leading up to becoming the Director of Grower Relations. How did that journey go and how did you end up there?

Lise: Well, thank you so much, and it’s an interesting journey, actually. I am what you call a viticulturist, which is a $2 term for someone who cultivates wine grapes. That’s my study and I come from a long line of people who have nothing to do with wine or growing grapes or agriculture for that matter and I’m a farmer so basically, I didn’t want to be a doctor like my folks. My mother is from the Philippines. My dad is a third-generation American, but his family’s French and everyone is in the medical field and I really enjoyed science. I still enjoy science. I consider myself a scientist and I had the pleasure of trying to be a pre med student and part of the way through that, I had what I like to call a pre med student nervous breakdown and I called my mom and dad and said I didn’t want to go to med school and they said great because they didn’t have to support a kid to go through med school and they could retire early. Everyone was happy. They threw a party when I got home and my dad took me aside and that French heritage, it’s pretty strong and he said what are you gonna do? And, I said I’d like to get my undergraduate degree in anthropology or biological anthropology and he goes, okay, so what are you gonna do? And, I said well, I don’t know and he said you’ve drunk wine your whole like, it’s a part of our family lifestyle, we consider it a food at home and why don’t you check that out? And, I did and I ended up going to UC – Davis, got my master’s in viticulture, studied with some amazing people, and fell in love more with the farming of the wine grapes than with the winemaking because my whole life I’ve been a very outdoorsy person, grew up snow skiing and grew up in the mountains of Lake Arrowhead, California, where sustainability is exceptionally important to us there and preserving the beautiful environment that we have there and the beautiful blue lakes that we have and so it all kind of fit in together really well and eight years ago, I had the great honor and pleasure of being invited to join the Francis Ford Coppola winemaking team and ever since then, it’s just been an amazing, amazing journey and I gotta tell you, working for a company that cares so much about its employees it treats us like family and really sees the world in a different way than any other wine company I know of has been wonderful. They don’t clip your wings. They put your wings on and say go for it and it’s truly an amazing team environment. I’m very grateful to the Coppola family for that.

John: That is just wonderful, and you are the Director of Grower Relations there, right?

Lise: Yes, and basically, grower relations is a part of the viticulture field where in the California wine industry, we are the viticulturists that work on behalf of the winery. We’re employed by the winery and our main job is to make sure that the relationships between the wine grape growers of California and the wineries is a successful and sustainable one for that matter and we are basically the consulting viticulturists on behalf of the winery to make sure that the level of quality and style of wines that we produce start in the vineyard so another way to kind of look at me is I’m the farming winemaker. I’m the winemaker of the field.

John: That is just wonderful and I’m on your website now and for our listeners who want to follow along as we visit with Lise today, you can go to FrancisFordCoppolaWinery.com. I’m on the site now. It’s a visually gorgeous site. It just like invited you in. I feel like I want to walk into the winery just by being on the site so it’s just really special so tell our listeners and share with our listeners a little bit about the winery itself and give us a little bit of a visual tour of how it’s to be at the winery.

Lise: Well, I alluded to it a second ago, where I said working for the Coppola family and working for the Francis Ford Coppola Winery, we’re individuals. We’re run by an artist. Francis Ford Coppola himself is truly an artist at heart, and family is the most important thing to this man so when you go to our winery and you look on the winery website, which is extremely beautiful and props to our web team and our website designers there who are artists themselves, it is unlike any winery you will ever go to in your life. I think the first thing you notice is that there’s swimming pools and what do swimming pools have to do with a winery and wine and all these things? Basically, our winery is a destination. It is a Sonoma County wine visiting center gem where basically, the Coppola family want you to come to our winery and spend the day. Bring your family. It’s not just for adults only. We have cabins that are for rent for the day and you can change in a cabin, lay down in a chaise lounge, enjoy some poolside service. The kids can swim. There’s lifeguards. We have a beautiful pavilion where we actually have local theater and musical performances. It’s truly an amazing place. We have two restaurants on site. One is our seasonal grill that supports our park, our pool area and the other one is Rustic, which is Francis’ favorite, which is a restaurant there and that is also very unusual. Rustic actually has its own garden so it supplies as much of our produce as possible for our cuisine. It’s a pretty amazing place too. You’d really dig Rustic, too. It’s really neat. They’ve actually structured all of their restaurant waste. All of the restaurant oil goes to a company that produces toiletries and soaps and they’re very beautiful, very high end, very nice bath soaps and lotions and such and all of our other waste is also composted. It’s a really neat restaurant.

John: Wait a second, so really, what you’re sharing is not only is this a very family-oriented place to work and to the wine and the winemaking and food experience, but the Coppolas themselves are really into sustainability. This is a DNA and a culture thing so share with our listeners what was the epiphany or the tipping point or the catalyst, for that matter, for them to be so into making sustainability part of the culture and the DNA of your great winery?

Lise: Well, you know, it’s from the top down. The Coppolas themselves, like I said earlier, family is everything to them and they love their family so much, their children and the grandchildren, and their main residence is about an hour from our winery, which is in Sonoma County located in Geyserville. It’s about an hour and a half north of San Francisco but their main residence is located on the Inglenook Estate and it was so important to them that their grandchildren could run free at this beautiful estate and never have to worry about chemicals. It’s a very reasonable thing. You know, you love your kids. You love your grandkids. You want them to run on the lawn and not worry about anything and that’s kind of where it sort of started. That was the seed. Their resorts, the Coppola family and Francis Ford Coppola Presents owns resorts. The first ones were in Belize, and in Belize these resorts actually have water-based energy sources, which is extraordinary and it was revolutionary at the time when the resorts were founded and created and engineered and outside of that too, first and foremost, it’s beautiful at the resort. It’s a beautiful place to come to. Hospitality is first and foremost when you go to our winery. We want you to feel like family, but we are a fully functioning winery. That’s what we are first and foremost and when you’re a winery, there’s a lot of practicality involved with waste management. You know, with wineries, we have pomace, which is when we crush the grapes, we have leftover pomace and what do you do with all those skins and seeds and leftovers from the fermentation? We have packaging and cardboard and what do we do with that? All of these things and out of sheer practicality and it wasn’t necessarily an environmental claim but just a practical what is the best way to manage our waste and the same regards, make that a sustainable situation for us? And that basically came to we compost all of our pomace, which is great, and then we use that pomace back in the vineyards. There’s 25 acres there and another 40 acres up the road from there that we use that to add basically a green manure back into our fields. All of our winery wastewater is actually recycled and that’s the water source that we use to irrigate all of our vineyards at the Francis Ford Coppola Winery Estate Vineyard so it’s a completely sustainable system and all of our packaging and compost for that, of course, is recycled. That was extremely easy but a lot of that kind of came from this seed of we love our family, we love our grandkids, and let’s do the best we can and it translated all the way down to well, you know what, I’m gonna turn the water on in the vineyard and it’s coming from recycled wastewater that we just washed a tank out with.

John: That is just great. So, it’s through and through part of your DNA at the Francis Ford Coppola Winery so for our listeners out there who just joined us, we’ve got Lise Asimont on. She’s the Director of Grower Relations at Francis Ford Coppola Winery. You can learn more about them and all of Lise’s great work at FrancisFordCoppolaWinery.com. One question for you: We are one of the media sponsors and partners with the Green Festivals. How did your winery become part of The Green Festival? Lise: Well, you know, our team — and this is a lot of credit to basically our executive team here — but they learned about the festival and they really felt it was completely aligned with the Coppolas’ personal initiatives. It’s exactly what they were looking for. It’s such an easy partnership. It’s such an organic partnership with us with regards to every part of it makes sense and we’re really looking forward to the festival events this fall.

John: And, will your wine be available for tasting at those festivals? Lise: I believe it is, and it’s very exciting to bring that to that festival and share, basically, a very exciting way to experience sustainability and practice to be able to literally put in your mouth and taste it and we’re very proud of our wine and it’s, again, to support the rest of our winery and I think there’s nobody way to drive a point home than do that. John: You’re not kidding. Let’s go back to sustainability and all the great things you’re doing. Talk about certifications. In every industry, there’s certain types of good housekeeping seals of approval and other types of certifications. What types of certifications do you have at the Francis Ford Coppola Winery?

Lise: Well, we take our certifications very, very seriously and we’re very proud of it because it is a part of our DNA and it is a part of our heart and at this point in time, it’s a big source of pride for us to state that both the facility so the winemaking facility and our vineyards that surround the winery as well, are certified sustainable. I know that doesn’t sound like much perhaps to your listeners, of course. What’s the big deal about that? But up until about three years ago, there was actually no certification or third party certification available for sustainable practices in our industry and we have signed on with California Sustainable Winegrowing Alliance and through a lot of hard work were able to have both our winery and our vineyards certified sustainable. We’re incredibly proud of that. Outside of that, there are quite a few certifications that we have that are also to our close to our heart directly. One of them is fish friendly farming. Very proud of that. That was started in, I believe, 1999 by Laura Marcus. It’s an entity over actually Napa County, which is one county over from us, about an hour’s drive, and fish friendly farming is a beautiful certification basically because for one reason selfishly. I’m a fly fisherman and my kids and my family, we live in that area as well and being stewards of the land tends to be an easy term that people tend to say but fish friendly farming takes it one step further where we’re not stewards of the land. We’re improving the environment and that’s huge. We are basically protecting the river, which for our watershed is the Russian River, which flows through Sonoma County and out into the Pacific Ocean and basically, fish-friendly farming are practices that protect the endangered salmon and steelhead trout, which are extremely important to us. What that means in practice for me at the vineyard as a viticulturist is that during a rain event, every single drop of water that leaves the vineyard is clear and that basically means that we’re conserving all of our soil and everything we can to make that we’re protecting those salmon and steelhead habitats and for me, that’s big and you know, my hat’s off to Fish Friendly Farming. It’s a wonderful organization to work with and we’re very proud of that certification and beyond that, we’re hobby beekeepers and European Honeybee is extremely important to us, especially in lieu of Colony Collapse Disorder that’s taking away so much from our food chain. I don’t know if you know this, John, but one-third of every bit of food that omnivores like ourselves take is the product of colonization and taking care of those bees is extremely important to us and all of the wasp species that are extremely important to us in agriculture so we are also Bee Friendly Farming certified as well.

John: It’s so interesting, Lise. On the top of the show, our first guest today was Cheryl Dahle, who is the Executive Director of Future of Fish, so we were talking about fish-friendly farming and the Future of Fish and the transparency and tracking of fish just on today’s show and we are gonna cover the issue of bees and the importance of bees in future shows. It’s not a subject we’ve covered, yet but it is one so important and I’m so glad you brought that up. We’re down to the last four minutes or so, and I want you to cover over back at the winery, the green team, what does the green team do and what are some of your initiatives there?

Lise: Well, the green team is a voluntary group of our employees that meet regularly to implement sustainable and green practices at our business while also improving the moral and quality of life at the winery. It’s a really neat group. It’s beyond just being “green.” It’s really enforcing the sustainability aspect, which much of sustainability in our mind and our philosophical take on it has to do with the individual as their sustainability within the moral complex of a group so the green team, they do everything from they just recently did an initiative on if you carpool with any of our employees back into the winery, come to work, do a carpool, you record it. There’s initiatives if you record that. There’s prizes, there’s drawings, and there’s this wonderful good morale that’s associated with hey, get together with your friend at work, carpool in, get less cars on the road. The green team gave us all water bottles one year so we would eliminate the excessive plastic packaging at the winery so we all have our Coppola issued water bottles now, which is great, and there’s tons of fresh water everywhere to refill up your water bottle so we’re eliminating plastic use. They host an annual health fair. At the annual health fair, it’s everything from measuring your blood pressure and your current status of health to having several booths available with green vendors in the area to further educate our employees on how we can be greater ambassadors of sustainability in our own community and in our own homes. It’s a really neat group of people.

John: Wow, and talk a little bit about your grape growers. You have a partnership with about 150 grape growers and talk a little bit about sustainability and how you work with them in terms of making sure they’re all staying sustainable and things of that such.

Lise: Well, the nice thing for me is for those 150 growers across the state of California, I don’t actually have to make sure that they stay sustainable. They do it themselves so it’s pretty impressive. Based on the region, grape growers, they’re farmers and they care for the land no matter what so one region that we source from in low dye, they started their own certified sustainable program about five years before California Sustainable existed so they have low dye rules. Central coast growers have the Central Coast Vit Team. They created that right about the same time as low dye and at this point in time, I’m proud to report that Sonoma County Winegrape Association just this year in 2014 has stated that they are aiming as a goal to have 100 certified sustainable for all of their wine growers in the region of Sonoma County by 2015. It’s really impressive so my job’s pretty easy. I’m learning more from them than I’m telling them to do it.

John: Any final thoughts? We’re down to the last minute. Any final thoughts, Lise, before we have to sign off for today?

Lise: Well, you know, on behalf of the Francis Ford Coppola Winery, I just really appreciate this chance to come talk to you today and I’m so impressed with the work that you do in getting the good work out there. I love your programming. I think it’s so important and valuable and pertinent, and thank you so much for having us.

John: Well, Lise, we think your work is so important as well and we’re so excited for the work you’re doing as are your colleagues at the Francis Ford Coppola Winery. To learn more about that work, please go to FrancisFordCoppolaWinery.com and enjoy their wines responsibly. To taste their wines at the Green Festivals, it’s in Los Angeles September 12th through the 14th, Chicago October 24th to the 26th and in San Francisco November 14th through the 16th at the Green Festivals. You can find your great wines there. Thank you, Lise, for being a viticulturist and sustainability leader and superstar. You are truly living proof that green is good.

Self-discovery and Truth with Leo Carver

Author of Growing Consciousness, Leo Carver (Dwarn L. Carver, Jr.), has been teaching meditation, yoga, ayurveda, natural herbalism, and other holistic wellness techniques for the past decade. He graduated from The Chopra Center (Dr. Deepak Chopra’s Wellness Education Center) with a certification in Ayurveda and works closely with his wife, keynote Chopra Center speaker Dr. Melissa Carver. Leo is one of the coauthors of Your Roadmap to Purpose, Desire, and Destiny with Karson McGinley, Melissa Eisler, Michelle S. Fondin, and Tris Thorp.

John Shegerian: This edition of the impact podcast is brought to you by ERI. ERI has a mission to protect people, the planet, and your privacy. It is the largest fully integrated IT and electronics asset disposition provider and cyber security focused hardware destruction company in the United States and maybe even the world. For more information on how ERI can help your business properly dispose of outdated electronic hardware devices, please visit ERIdirect.com.

John: Welcome to another edition of the Impact Podcast. And this is a very special edition. We have got Leo Carver with us. He’s the author of this new wonderful book, “Growing Consciousness.” Welcome to Impact Leo.

Leo Carver: Yes, thank you for having me.

John: Listen, Leo. I’m in Fresno, California today, which is part of the ACT belt of the United States now and the ACT Center and you’re in beautiful, Kentucky.

Leo: Yes, sir.

John: Which is one of my favorite States in our whole beautiful nation. So I wish I was with you in Kentucky in person today. I going to tell you that I thought I do wish but I’m… Leo, before we get talking about this wonderful book. It is our listeners and viewers can see I have read it, I loved it. I have marked it up pretty good, I like to do with books. Talk a little bit about your journey. Where did you grow up? And where did you get educated? And how do you even… how did this whole thing unfold for you before you even got to the point of writing this great book?

Leo: Oh, good question. Thank you. Well, my journey has kind of been interesting what I would say if I could say so myself. Just because I grew up as a military army brat. Well, both my parents were soldiers and army and retired from the Army did full 20 plus years. So, I saluted those that serve and I’m always in tune with that community for that reason. And so, anyway is growing up as an army brat up until about the age of 10, I grew up in Germany. And so that was kind of a difference for me to wear, coming. It gave me a different vantage point on America and a lot of things that, I was introduced to. Growing up but I didn’t really face it until I was here at, nine or ten years old. I mentioned that I just say that a lot of… what allowed me to explore other avenues and open my mind was that travel. That exposure to other cultures early on.

John: Absolutely.

Leo: And then, growing up I always wanted to go into the medical field and I just didn’t have the drive to really go strictly with allopathic medicine. It didn’t catch me that way. But then somewhere along the way, when I was in college, I went to Kentucky State University. Here, one is nation’s first HBCUs is actually here in Kentucky. A lot of people don’t know that. That’s where I graduated from. I went there and graduated with a psychology degree. Just because I have always been… even from a young I was always a spiritual person per se. If you want to use that term. I have always been into the ways of Consciousness and understanding the mind. And as far as the academic what’s out there, that was the closest vein with psychology or something in that field of philosophy. Anyway, after graduating shortly, after that I was diagnosed with Crohn’s disease. That put a halt to a lot of things for me, and it made me have really pause and look at my health. It’s not that I was the least healthy person in the world, but I did have some habits that were not conducive to a good regimen and healthy life. And know what I know now is horrible. [laugh] [crosstalk] I was able to change-

John: Right. Living yourself the best chance.

Leo: That’s right. That’s right. While battling through that and it took them years as many people with irritable bowel diseases and autoimmune issues with probably attest to. It took them a long time to actually figure out what the problem was. And so while I was going through that, my wife was already started her journey as a teacher, and we went to this, it was our first show preview[?]. I want to say, was the “Seduction of spirit.” Yes. One of their signature events. I was just blown away because wow, this particular program was not focused on, are you evading in particular? It was mentioned and it just kind of piqued my interest. It’s like, oh, you know what, I’m trying to take a look at my diet. Anyway, I’m learning about all these different herbal medicines and alternative therapies, and it just kind of caught me. And then we went on that track and I went through their program near … graduated from their program and went on to write for their blog and things for a while and continue to collaborate with them. Along the way of this, just to get us to the point of where we are now with this book, right? So as I was studying this information that comes from teachers. Like Dr. Deepak Chopra and others that are involved in the center and really getting into a deeper meditation practice. And trying this stuff out, really putting it into practice and putting in the work. I was also simultaneously kind of spending more time hiking. Doing the things that I always enjoy because once again I grew up in Germany. Very similar to Kentucky, there’s still so much land. It is like, you can go out there and it’s just beautiful. Very little traffic, open space, and that’s what I was used to seeing as a child. So I was starting to revisit that on my own wellness journey. At the same time, in part of that, especially in terms of learning how to grow my own herbs and food, those things are happening simultaneously. I just started writing about it more. When I would write for blogs, I would bring subjects up, about gardening and herbalism. From there, it just grew into this book,

John: Step back and unpack some of this. First of all, [crosstalk] when you move from Germany… yeah, that’s great though. When you move from Germany with your parents to the state, did you move directly to Kentucky and you grew up in Kentucky then?

Leo: No, no, and actually I have lived in Oklahoma, I have lived in Texas for a few years. I lived in California. There’s still a piece of California my heart always is, that was a very formative time in my life that I actually lived out in the desert. I was an admin[?] in the Mojave Barstow area.

John: Sure.

Leo: But still I just… there’s so much about the state and that just that the land out there that I loved. Anyway, and then from there we moved to Kentucky. I have probably been here the longest and I flagged [inaudible] this where my wife and I met. We started our family here. So this is home, it has been [inaudible]. I have traveled a lot.

John: Just so we’re clear, your wife’s name is Dr. Melissa Carver. And you can find you and your wife at drmelissacarver.com?

Leo: Yes, sir.

John: Okay. So also, when you were growing up was your mom or dad, a gardener at the time? Did they enjoy… was there any gardening going on in the household at that time?

Leo: No. It is interesting because it’s one of my joys that I get out of this book and everything is watching my parents. Discover these things because one thing that I have noticed in speaking with a lot of people across the generations, especially the last… say three generations are so, is there though I will just speak on my own family, my grandparents they always maintained the garden. Farm and if you go back even generation of [inaudible]. They were sharecroppers and things and so. That is somewhere in my blood, but my parents kind of maybe in their own way rebelled against that.

John: Right.

Leo: You know what I mean?

John: I get it.

Leo: Let’s go out here and be successful and getting rat race on. I just didn’t have time for those things and we’re not trying[?] that way. I picked it back up somewhere intuitively and found my love for it. Now I get to teach them and watch them as they’re getting older kind of say, you know, what, there is something to that. I really enjoyed it.

John: That was so nice and it’s nice when the student becomes the teacher.

Leo: Yeah, always.

John: And then, you mentioned something that I want you to unpack for our listeners, you were at the Chopra Center for one of your first intensives and first… and you mentioned, Allopathic medicine, I assume you also learn meditation there. Talk about the allopathic side of it and what that really means, practically speaking.

Leo: Yes, okay. So that’s definitely a lot to unpack there. We’re talking about a 5000 year old science you know.

John: There you go.

Leo: A living science of that. A living science is still always evolving. But what I love about Ayurveda is that it’s just this ancient and very detailed and skillful science of herbalism. This is based on the five elements space, air, fire, water, and Earth. The idea of that each one of us is a microcosm of the macrocosm that is the universe. It goes back to the belief system that can be found in ancient Egyptian of the medic society. Where it’s the idea that as above so below. These things are kind of common in the lingo of the consciousness community and it’s the same truth being, conveyed there that… basically all these elements that you see in the world and the way they interact, they’re doing the same thing in your body to some degree in some ways that we can pinpoint. Using these theories of social theory, where it certain elements pair in different ways. You may have heard the terms of like “Vata Pitta Kapha.” They’re starting to become a little bit more common as Ayurveda is growing here in the West. Once you understand what your particular composition is, you can live with that awareness and make choices that ultimately bring greater health. Because we’re having the awareness of your own balance, your own constitution, how other things trying to really kind of figure out how to put it, but in a simple term, that the way things, the elements within you interact with the elements the world. If you’re aware of that, you can make choices based on that. Whether it’s your diet, even the clothes you wear in the colors, your full really a lifestyle in a sense that goes along with that understanding. There’s so much to it.

John: So you adopted that lifestyle. You and your wife adopted that lifestyle?

Leo: Yes, sir. And see, I’m kind of more… possibly because I was dealing with my condition and then applying a lot of these things directly. Let’s say, I have a deeper connection to that side of things. But yes, we both went through the training in that school. And I have just furthered my education in it.

John: Leo, I want to go onto the book in a second, but talk about, how in your journey has the meditation that you learned, but teach. Now, we will talk about that a little bit. And also your improved eating and lifestyle habits with that 5,000 years history to go with it. The science is real. How much is your condition improved because of the combination of spirituality and lifestyle changes that you’ve made during this wonderful Journey?

Leo: Oh, tremendously. Anytime that I see a client, or even when I’m just being asked about any kind of bowel issues, any kind of autoimmune issues, those two in particular. I say, this I have really hit something on the head here. I know that in one way or another, these methods will help anyone dealing with these [inaudible] [crosstalk] especially anything autoimmune because you’re essentially talking about a disconnect between your immune system and what’s going on in your body. Meditation has this unparalleled capability of getting those systems within you to sync up. It’s been studied at length at this point, and they’re still studies being conducted for those are for whatever reason are not believers yet. One of the things about meditation I feel is a misconception. A lot of people that I speak with especially working here in the Bible Belt, people have this idea that meditation is religious and it is some people. But you know what we teach in the way we were trained is to teach a for lack of better words, a secular version of that. A way that is accessible to anyone that whatever your spirituality is or, it fits is not in competition with anything. I enjoy being able to share that with people. Because when you see those barriers come down and you see that lightness come over their face. And you can just tell that the heart rate is slow. It’s amazing and in our day and age, most of us need some form of that. Some more than others, but I think it’s good for everyone to do, some form of it.

John: So, really Leo, I want to sum that up then. There’s hope, there’s more, it’s proven now. There’s more autoimmune disease on the rise. Whether it’s psoriasis, rheumatoid arthritis, Mass Crohn’s disease. This stuff is real and it’s growing. And in traditional medicines not having a lot of success with it, but I want our audience to see that with folks like you leading the charge, your generation taking the new application of ancient and historically proven scientific spirituality meditation. Our verdict eating and living ways people can improve, what they been told is a chronic and hopeless condition.

Leo: Oh, most definitely.

John: They can greatly improve it.

Leo: Yes, sir, yes they can. For me, I feel like… I believe there’s a balance. And if your condition is serious enough for depending on what the situation is, it may be necessary for you to follow the doctor’s instructions and take certain medications. [inaudible] [crosstalk] greatly reduce the amount of medications for sure. Especially with the dietary side of things and then what comes along with Ayurveda medicine. And then, the stress relief things we put ourselves through to try to handle stress. You are helping yourself out tremendously, no matter who you are. If you can lessen your inflammation inwardly and outwardly. And meditation is great for that.

John: Well, let’s get to your book. When did you decide? What was your aha moment Leo? But I going to take everything I’m doing now, when everything I have learned instead of just writing a blog, write a book, this book is called “The Growing Consciousness: The Gardener’s Guide to Seeding the soul.” You can find out on barnesandnoble.com, amazon.com, and other great books, selling websites and bookstores around the United States in the world. When did you dream this up and have that, I got to do this moment?

Leo: To be honest with you, kind of came to me, as I said, it was all very intuitive. I have to… I personally believe in the grand design and things. When I first started writing about it, I didn’t know that those subjects would be as popular as they ended up being. They would attract the attention that they did. And so, seeing that growing and connecting with others on that. Connecting with a wonderful publisher, Mandala, it just all came together. I’m thankful that it has. It’s timely, and I have gotten that feedback from a lot of people. I didn’t write this with that in mind. To me, it feels like a very ego thing to say, like, “Oh, I did this timely work.” But I didn’t think of it that way as I was doing it, but I realized seeing the impact they had like… no, there’s a lot of people who feel this way. It has struck a nerve with… I have been surprised. Even within my own family and friend circles, people who they have never talked about growing their own vegetables or, doing any of this stuff. Definitely have not talked about meditating in the garden or, having a relationship with the plants in their house. I reading this and they’re saying, “Oh, wow. No.” Or it’s really a cool thing when somebody comes to me and they say, “You know, I have always done that.” Maybe they just never realized that they are doing it, there’s a spiritual intention. It’s like, “You know, I have always talked to my plants, it’s kind of like my therapy.” And I was like, “Yeah.” There’s something to doing that with intention. That’s the kind of things that I point out.

John: You were really writing from the heart about your own experiences and what was really on your heart. But the truth be known as timeliness. Someone of it is people really needed to hear this and no one it merges in. I can sense a lot of books on interesting topics. I have never seen a book on gardening and spirituality and meditation altogether. It’s a fascinating merging of important topics.

Leo: Thank you. I wish I could take credit for that. There are others doing the work, but it is definitely a field that needs more attention for sure.

John: For our listeners that our viewers that read this great book. What do you want them to take away, like if you can sum up what you want, to take away to be from, Growing Consciousness. What do you want them to learn or take and work within the world after they put down the book?

Leo: That’s a great question. Because there’s so much, but I think ultimately I want people to walk away from this with a greater understanding and appreciation for life in general. There’s a focus on the garden and relationship with plants and plant life. But really it’s about finding that growth within yourself and understanding that through gardening. You are part literally, part of the life process of another being. You could put that in perspective, have we like in terms of this being a living creature, but it is. And you are in this relationship with it, where it’s producing something that’s going to feed you, and all the while you’re taking care of it. Just in general, I would like for people to look at those actions, as well as the overall relationship with nature. And see that there’s something deeper there. See that, although I don’t like the term, I’m a proud tree hugger, I don’t know that everybody doesn’t necessarily have to go to that extreme. Well, I feel about it, but we can deepen our appreciation as a whole as a species of this planet. And the things when we realize that, these same elements are within my life and within my body, they manifest in these ways. The way this happens to the weather on certain days affects me, and my inner world. Gaining a better understanding of our oneness with everything. Anyway, hopefully from that will grow into a deeper appreciation of our oneness for each other. But if we can start from something we… many people would like to do anyway. Just spend time out there. I guess, that to sum of it, I guess that’s my overall. I hope people who get from it is just an overall appreciation for life that you are part of that process. And that you can be a more active participant in it for yourself and for your family and those that you affect.

John: Before we talked about the merger of those two important topics. Let’s break it down and make it simple for our listeners and viewers who want to begin journeys in both. Let’s start with meditation. You teach meditation. If there’s listeners and viewers that have heard about it for a long time, and thought it was a little woohoo, but now realize maybe they need something extra. The pandemics put extra external pressure on every one of us, no matter what. No matter who we are, what walk of life, where we sit, or what we do, everyone’s had more externalities and they have ever been faced with. I found to lean on meditation more during the last two years than I ever had in the previous ten years. I still liked it then, but now I really depend on it more. Where does a person start a journey in meditation, if they’re interested, but don’t know where to begin?

Leo: Well, there’s so many different modalities of meditation and one of the things I always encourage others to do is, explore the full gamut of what’s out there. Because one of the reasons why some don’t connect with it right away, is because they might have, let’s say, they discovered meditation through a Buddhist technique. It doesn’t necessarily register with them. Or the Mantra sometimes it’s hard for some people to deal with because there’s mantras where there’s this long string of this consciousness that you’re impregnating in your [inaudible], sometimes it’s just the sound. I would recommend exploring it for one thing. The most basic and the simplest way to access the gifts of meditation, in my opinion, is more in tune with what we would call mindfulness today. Where it’s just being present, staying with the breath, and just literally imagine and follow the breath as you breathe in deeply. Close your eyes and take some time to just be quiet. There’s some simple things that you can do that traditionally a part of almost any kind of meditation technique. And if you could just start with those simple things and then the breath is one of them, it’s something that’s accessible to everyone. We all can tap in and out of control with our breath and if you do that consciously and to slow it down. That alone is half the work. I mean there’s other things you can get into this [inaudible] meditation and things like that do are very cool, and I recommend those two. But it did not for everybody. But as far as the overall stress relief, it’s just about breathing.

John: Something that simple, it’s that simple.

Leo: Yeah.

John: Let’s talk about gardening then.

Leo: Okay.

John: So I’m a guy who’s never had a green thumb, but I have always admired my friends that have these beautiful Lush Gardens and look like a reality TV show that what they’re growing in their backyard. How does someone begin and not feel so out of place and clumsy about it, starting their own garden, how does that happen?

Leo: Okay. Well, I will just take you through my journey a little bit.

John: Okay, go ahead.

Leo: I was very similar, I have always, loved plants, especially exotic plants, and seeing all the colors and the smells, you know, and all that. But I would never really had ventured into gardening developing a green thumb. And so the first time what I did was, I went to a local nursery and I just picked out some good-looking starter plants just did a lot of it, just intuitively. I just stuck it in the ground without being watered it.

John: What did you do out first? What were the first things you have grown?

Leo: Well, the first thing I had success with and I take most gardeners would probably agree was tomatoes. It’s so friendly, in terms of like they’re forgiving.

John: They’re forgiving.

Leo: The most forgiving plant, especially outdoors. If you can keep it outdoors, as long as getting sun and it’s not getting bruised or attacked by insects is good to go. I actually talked quite a bit about tomatoes in the book. Just because they are one of the plants because they are so common. That they have been extensively studied about their reactivity to environment and the consciousness it actually is present in them, in the choices they make, so to speak, and but yeah tomatoes. It was more or less your basics, corn, tomatoes, cucumbers, as I said, this was a journey and this is something I kind of developed each season. Got a little deeper into it. Where I was learning… when I was going through my training for our big medicine as a counselor, I wanted to try different herbs. I grew seeds, that’s what I have had success with that right away. And up to this day it is one of my favorite plants just because it’s another one is so forgiving. The smells and you can use it for different medicines around the house and things for yourself. I don’t want to… back[?] I could talk about it forever. [laugh]

Leo: That’s great.

John: No, but I would say those were the first ones that I really had success with was able… see I think it’s important for those of us that don’t necessarily feel that, we have a green thumb in the beginning. I had success with something. You know what I mean?

John: Of course.

Leo: It doesn’t have to, even if it’s not something that’s going to provide you food. I was able to keep this plant alive through a whole season and I did it.

John: It’s open[?] and still there.

Leo: Yeah.

John: You use to open[?] and still there.

Leo: Definitely. Once you do that you can branch out. That’s more or less what I did. I was not afraid to try different things.

John: And then right now, like if I went into your backyard with you what’s growing right now Leo, what we thought [inaudible] [crosstalk] like you.

Leo: Unfortunately, one of the downsides as beautiful as it is here, to live in Kentucky. [crosstalk] We’re not far from the season. Normally around, well for us is Derby, around like in the April 1st or May, you know all about Derby.

John: I know the Derby is.

Leo: Yeah, that’s when it’s time to have all your plants in your garden and your props and stuff ready to go. And right now, most people are doing starters, [inaudible] some stuff here. If you’re into that side of it. Right now I don’t have anything. There’s actually a few herbs that are able like my sage that are able to survive with these milder winters we can have it last few years. Unfortunately, I have a bunch of indoor plants right now, that’s been my way of compensating.

John: Leo, you know, how long did it take you to write this great book?

Leo: I would say roughly nine months or so. But you know, interesting thing about that in a part of my journey that when you ask me a little while ago, I skipped right over. Was that at the time of writing that book, I was working constantly. I had a job where I was working 10 to 12 hours a day. They took a lot of dedication to really sit down and so I bring that up, just to say that it’s the kind of thing that because of my love for it. It really poured out of me. And then, I say nine months but it didn’t feel like it.

John: You were speaking from your heart. This is what was on your mind and heart.

Leo: Yeah.

John: Talk about what you and your wife do now? Do you have a practice together? What do you do, you coach people on health and wellness or explain what your practice is about? How does it different from each other? And how does it merge together with each other?

Leo: So one of the reasons why our partnership is teachers and writers works is because, while we know a little bit about each other specialties, she’s more involved in when it comes to mindset, dealing with the mental aspects of stress, trauma, helping people work through those issues. And in dealing with things from that angle. Then for me, while it definitely involves some of that, I’m going to approach things more from a dietary standpoint. I do touch on the mental, because meditation such a big part of it, but more so for the building the practice. Not so much to dig into your not the heavy-duty therapy, like she would do. But there’s more so to encourage the practice of meditation. Give you the tools to work those things out. And so that’s kind of how things break down in terms of how we work together. We do classes. Sometimes these one-off events, on a weekend or something like that. We also have our Retreat, our annual Rejuvenation Retreat. We have coming up July 29th.

John: So, talk a little bit about that.

Leo: Yes. I love this event. We started doing this a few years ago and it’s just grown every year. Basically, it’s what we call it, The Rejuvenation Retreat is from July 29th, through July 31st, that whole weekend. And what we do is we teach on different subjects each year. We bring in outside teachers and speakers. One of my favorite parts of it that I love is that we have incorporated the outdoor activities. So you’re not just coming, and if you come to this event, you’re not just getting instruction or sitting down and meditate and all day. You’re also going to kayak, you’re going to hike, we offer massages different kind of self-care therapies that come with each ticket. And that you can add on if you want to if you had that kind of space in your time and in between classes and stuff. We always try to incorporate music and try to make it a holistic well-rounded experience. But I really love it because it’s much like the book. It’s another way expression of marrying nature to spirituality for me. It’s kind of what I get out of it because while I love gardening and I focus on gardening primarily in the book is I said, is really about nature in general. That’s always a good time of year for us to get out there, get to meet some new folks from all over the country. And just come out there, have a good time, and get this centeredness and get this rejuvenated spirit together.

John: How many people come to your retreat?

Leo: We’re normally floating somewhere around 50 to 100, of course, it’s kind of grown. I take pride in that because we’ve operated through covid, so far. I would say definitely had its challenges and we have still been able to get a pretty good turnout. It’s definitely something that we’re growing and we’re going to add more into each year.

John: And where do you host it? Where is the Retreat physically at?

Leo: I see, that’s the other great part about this. It’s held at the Shakers Village in Harrodsburg. I don’t know if you’re familiar with the Harrodsburg area, but the Shakers were one of the early Puritan faiths that came here to this country. When you’re talking about the Quakers and trying to think of some other groups, but you know when I’m going into that. I miss when I think about those more Puritan, very fundamental groups. And this was one that was based here in Kentucky or a large community of them [inaudible]. They built this community and Harrodsburg that is it’s like 3,000 Acres, man, that just gorgeous. Just Rolling Hills, you know, Kentucky?

John: Yeah.

Leo: So it’s right in the heart of that. You [inaudible] yourself, there’s waterfalls and when my wife and I, visited just as little getaway for ourselves once and we just fell in love with them. We have to do… the idea was kind of already there. We have to do this here. Just as been successful each time because I mean even, just taking away even from the great activities. The people you’re going to meet, the instruction you’re going to get, just being out there for a whole weekend. Away from your whatever you got going on business-wise or home or…

John: Routine.

Leo: Oh, yeah, getting away from your routine. We have seen so many couples come out there and enjoy themselves. You can tell that did something for them as a marriage, you think families, even come. I mean, it’s just a really good experience and something that I’m proud of and I look forward to growing.

John: That’s a lot of fun.

Leo: It’s one of those gifts of this kind of work that I get just as much out of it. It’s good to see you, touch people.

John: And people could sign up or learn more about it at drmelissacarver.com. Right that’s your wife’s website, drmelissacarver.com.

Leo: Yes. It’s in the course, we’re always on our socials, promoting it if you follow any of our stuff, so…

John: Where can they find you on social Leo?

Leo: Well, our Instagram, just @leo.carver.

John: Okay.

Leo: Also, Leo Carver on Facebook. If you look up Leo Carver and put, Ayurveda meditation, any of this stuff in there, you will find me. [laugh]

John: When people want to sign up to become a student of yours or a patient of yours. Is it done mostly because of covid now over Zoom in all done electronically?

Leo: Yes. Unfortunately, because you do… while we still make the best out of it, you do kind of lose a little something, having to do with this.

John: So, no human touch?

Leo: Yeah, exactly. But yes, we do most of your virtual now.

John: Leo, what’s your vision for the book and your young man still? And what’s your vision for the future? With now that you have this book behind you and it’s wonderful and it’s being well received and it’s really very meaningful. What are you going to do next? What’s your vision for the next couple of years?

Leo: Oh, you know it’s funny because you’re talking to… I teach living in the moment. [laugh]

John: See, I know.

Leo: So, it’s an interesting question I always have to think about but it’s a good one. I definitely want to continue the work I’m doing. Produce more work, more than likely at least a couple more books on this subject. I just continue to work with others to build programs. I would even like to eventually get into possibly some products and different things that can also help like merge, the tech world, and things. There’s so many possibilities because we’re at a time when it’s needed and just a wide open. So I’m just open to exploring more and putting more of this work out there and in meeting others that are on the path as well and working together.

John: And if people want to sign up for your services to be a student or a patient of yours, where is the best place for them to find you?

Leo: Well, as I mention-

John: Instagram and Facebook?

Leo: Yeah, any of those social media accounts will be good or you can also contact me by email, which would be [email protected]. That’s one way to get a hold of me.

John: Perfect. Leo, you’re just a joy and a pleasure.

Leo: Thank you.

John: This book is really special. And I’m going to be recommending it to our listeners into our followers. This is really a great book and I wish you continued success. For viewers and listeners out there, it’s called “Growing Consciousness: The Gardener’s Guide to Seeding the Soul.” You can find it on amazon.com, barnesandnoble.com, and other great book, stores around the United States. He’s Leo Carver, if you want to get a little bit more into your mind and also appreciate this wonderful Earth that we live on and the soil beneath our feet, sign up to be with Leo. Go to his retreat and Melissa’s retreat. drmelissacarver.com. Or just introduce yourself over Instagram or Facebook. Leo Carver, you’re making a difference, you’re making the world a better place. Thank you for joining us today on the impact Podcast.

Leo: Thank you for having me. Thank you. It’s been a pleasure.

John: This edition of the impact podcast is brought to you by Engage. Engage is a digital booking platform. Revolutionising the talent booking industry with thousands of athletes celebrities entrepreneurs and Business Leaders. Engage as the go-to spot for booking talent for speeches custom experiences live streams, and much more. For more information on Engage or to book talent today. Visit. letsengage.com.

Reducing Beverage Industry Waste with Nirit Hurwitz

John Shegerian: Welcome back to Green is Good. We’re so excited to have with us today Nirit Hurwitz. She’s the Global Brand Building Communications Manager for SodaStream International. Welcome to Green is Good, Nirit.

Nirit Hurwitz: Thank you for having me.

John: You know, Nirit, before we get into talking about SodaStream USA and all the great stuff you’re doing, and you are the rage in the United States, can you give us a little bit of background about yourself before joining SodaStream and how’d you end up here?

Nirit: Sure, absolutely. So, I started out actually at Procter & Gamble and I was there for many years working on a lot of kind of very big and very established brands and after being there for a while, I actually had the opportunity to join SodaStream and it seemed like such an incredible place to work where you have a wonderful purpose when you come into work and you know that you’re working on a brand and that it creates better for you drinks and it’s better for the environment and it was just a wonderful fit and that’s kind of how I made my way through to SodaStream.

John: That’s wonderful, and I just have to give a shout-out to our listeners. This is a first today. You’re coming on the show from Israel. This is the first time we’ve had a great guest on from Israel, and I thank you for that. I thank you for the journey across today and being on the show from Israel and we have listeners around the world so this is great. Talk a little bit about SodaStream so people can connect your great brand so for our listeners out there who want to follow along online like I’m online, it’s SodaStreamUSA.com. How is SodaStream decreasing our carbon footprint? Explain that interrelationship.

Nirit: Well you know, the way that SodaStream works is actually very simple. It’s that you have one machine at home with a bottle that enables you to make any sparkling drink you want so you can make sparkling water, you can have flavored sparkling water, you can have sodas, you can have natural drinks, and it can all be made with the one bottle that you receive with the machine so instead of people going out and buying bottles and cans and throwing them out or recycling, which I’ll talk about in a minute about what’s really happening there, instead you can use this bottle and keep on reusing it and that’s really what helps us to really give something back to the environment and what’s incredible is that when you use the SodaStream machine, the amount of bottles you can save is actually amazing. The average family can save up to 2,000 bottles and cans a year. That’s what they’re using so by simply having this machine in its place, you get to go through and make sure that you don’t use any of those bottles and cans instead.

John: And, is this unique to you? Is this something that really you own this space compared to other brands? There’s no other brands that have that kind of value proposition in terms of saving that many cans and that many packages?

Nirit: Absolutely. When you look at SodaStream or the soda-making category where really, that’s synonymous with SodaStream, that is very much unique versus if you’re looking at kind of those other big companies, versus Coca-Cola or Pepsi. This is something very unique that we get to offer to our consumers is this ability to make the sodas at home and to not have to use bottles and cans so yeah, once you’re into the home soda making world, that’s it. You don’t have to take bottles and carry them home from the supermarket and then think about if you’re going to throw them out or recycle them and all of the carbon footprint that goes into that process. Instead, you just get to use the SodaStream.

John: Nirit, I gotta tell you something. When I go into different stores here in the United States and I see you guys have such great packaging and you have great visibility in the stores, I have never associated it with green, so I’m so glad you came on and you’re sharing with our listeners how green it is to use SodaStream. Can you share a little bit about the visibility on the future of the green revolution and SodaStream’s place in this space in the years to come?

Nirit: Absolutely. I think that part of it is also understanding kind of where we’ve been in the last few years, which is starting back a couple years ago, about five, six years ago, really the company started to better understand what kind of green composition we have and to try and help consumers to understand that as well because, like you said, not everybody knows that SodaStream is such an environmental product and it can save so many bottles and cans and not only that but we saw the consumers really when you go into the world, especially of beverages, people have forgotten the concept of reducing. They understand that they should maybe recycle but the entire idea, remember when we were little, we learned reduce, reuse, recycle but reduce and reuse have just been thrown out the window and it’s somehow turned into the world of recycling and recycling actually takes a lot of energy as well, whereas if you reduce and reuse, that’s really the best thing you can do so we understood that several years back and since then, have really been putting that in many aspects of the plan and it’s in our core and will continue to be in our core and as we move forward, you asked before is this something unique, and yeah, it’s something unique to the home soda making category so we will always have this green cause kind of in our core and in everything that we do.

John: I love on your website and again, for our listeners out there, it’s www.sodastreamusa.com. Right at the top of the landing page, two things that I love: saving the world from and it gives the amount of bottles you’ve saved the world, which is just so great. Having a bottle calculator right at the top of your website’s wonderful and then on the right side of your landing page, you have an earth friendly badge and that’s great to have there. I never would have gone and known that until you came on the show but this is so great. What great things you’re doing for the environment and for the world at large so give us a little visibility on the scientists at SodaStream. When you’re starting to do predictive analytics on the future, what’s your thought processes on your consumers and other consumers that you want to become SodaStream users? Are consumers becoming more friendly or is that talk right now in the media or is this really a revolution that there’s no going back and that they really do want to be more green and this is just another great way they can be more green?

Nirit: You know, I think that what we find is when you look at consumers, people definitely want to make decisions that are more green and that are healthier and people inherently have understood now that these are really important aspects of their lives but I think that really what we also understand is that it’s in human nature for people to want to also make sure that they’re getting good product and getting something that they’re going to enjoy so I think that that’s really the nice combination that you get with SodaStream is that you really don’t have to compromise. You get a machine that helps you to make any drink that you want. You can have the sodas that you’re used to having, go creative and make your own different cocktails, or make flavored sparkling water creations and really have fun with it and at the same time, you get to have something that is working well for the environment and that is doing better for the environment. Plus, you’re getting something, by the way, that our flavors are actually better for you. They have two thirds less sugar than regular flavors. We use no aspartames so it’s really also all those great benefits but in kind of a no compromise situation. You get to enjoy it all but also, when we think about our consumers that are coming up, we look and we say you could be using SodaStream and simply by using it, you could be reducing at least 65% of the carbon footprint every time you make a SodaStream soda instead of a regular soda so why wouldn’t you go ahead and make that small change to help the environment so as we continue to speak to consumers, that’s something that we hope will continue to happen that more and more people move into the SodaStream realm and start using SodaStream and we don’t have to create such a huge carbon footprint with every simple soda that we have to drink every day.

John: What I love on your website is that you give a whole analysis on why SodaStream is better than recycling. Can you just share a couple of the highlights from that analysis with our listeners? Because it’s really important that they understand the whole value chain. It’s just not the visible tangible bottles themselves but it’s also all the trucking and all the energy. Can you go into that a little bit, Nirit?

Nirit: Yeah, absolutely, so that’s part of what I spoke to before is the fact that we forget about reducing and reusing because we think that recycling is the solution but the problem with recycling is how much energy it actually uses so in order for a bottle to be recycled, it has to be picked up, taken by a truck, taken to a center. There’s energy that goes into creating new materials that is used with every new bottle and I’m not even going to talk about the incredible amount of money and funding that goes into governments to create the infrastructure for recycling and to build all those systems and all of that’s happening and part of it as well is that people, they recycle but unfortunately, we’re not seeing as high of recycle rates as we’d like to see around the world and unfortunately, we’re seeing much higher claimed recycling rates than actual recycling rates. In other words, people say they recycle far more than they actually do so not only is recycling not doing enough but people aren’t doing enough recycling so it really comes to a point where we say what else could we do? Because this part of recycling, it’s not the solution. We can’t keep on consuming and consuming more and then saying well, it’s okay because now I’ll have trucks pick it up and take it somewhere else and remake it with more energy into something else. We need to figure out how to actually drastically change our habits and using SodaStream is a way that changes your habits, not so drastically every day. It’s really a pleasant machine. It’s great. It’s easy to use and you don’t have to actually go and keep on recycling plastic. To be honest, having a recycling bin that gets filled every couple days is annoying. It’s nicer to not have to worry about that, not have to take it out to the trash.

John: Yeah, you’re right. For those of you who just joined us, we’re on the phone today with Nirit Hurwitz. She’s the Global Brand Building Communications Manager for SodaStream International. To follow along as we have this wonderful discussion, go to www.sodastreamusa.com. Just as a shameless plug, you’re really all over the place. Your products sell at Best Buy; Bed, Bath and Beyond; Costco; Walmart; Target; Macy’s; all these great, great stores; Staples; at all these great stores across the United States. It’s just the rage right now. Am I missing anybody big?

Nirit: I think you got most of the big ones, but yeah, we’re pretty much everywhere now, so it makes it really nice and convenient because you can go and pick up your SodaStream machine anywhere. We have over 60 flavors so you can pick up any flavor you like and then for people who aren’t aware as well, we try and reduce and reuse everything so we have even the gas in the machine, you can exchange so you don’t have to throw out the gas cylinder that it comes in. You get to go in and exchange it and we do that for a discounted rate as well and you can do that at any one of our retailers so we’re all over the place and nice and easy to reach as well.

John: Nirit, can you explain a little bit about your partnership with organizations like Five Gens and the Earth Day Network?

Nirit: Absolutely, so we’ve started to work with Five Gens and Earth Day Network, I believe it was about a year ago so we began a partnership with them and really, it was more with Earth Day Network where we were working on this particular project and then continuing also with Five Gen and then with some other projects but we’ve come to work with them. There’s a clear understanding of our joint work together in a joint purpose of helping the environment and that kind of leads me to one of the big campaigns that we’ve done recently, which is our Super Continent Campaign, which I’m not sure if you’ve seen or not.

John: No. Tell me about it. Tell us about it.

Nirit: If you go to SecretContinent.com, you’ll see that’s kind of our latest campaign that we’ve done because we’re always looking for new and creative ways to get our news out there and what we decided to do is with an understanding that we found a lot of people were kind of getting immune to the green messaging because they’ve just heard so much of it that stopping to pay attention so we came up with kind of a creative idea to get people involved so we created this place called The Secret Continent and it’s an imaginary location that we’ve created and we tell people to come to this incredible vacation destination and once they get there, they realize that it’s actually a place made out of trash and there are all sorts of different things that they can learn about the continent that they can see the animals that live there and the “culture” that’s there, everything that exists on this imaginary island made of trash but we’re actually here to represent The Pacific Garbage Patch, which exists near the coast of Australia and is actually twice the size of Texas and very much real and that is really what we’re doing here is trying to make a very serious point to life via kind of a little fun in a humoristic way.

John: Love it. I’m on it right now, TheSecretContinent.com, so tell me, when did you launch this?

Nirit: This was launched a couple months ago. We’ve launched it in many different countries so we had it from the U.S. to Australia to Japan. It was everywhere and the website is still there. We have it up and it’s for everybody to go and look at and enjoy and what this website does is really expose the horrific reality of The Pacific Garbage Patch because, unfortunately, besides the fact that this patch of garbage that is twice the size of Texas is floating around in the ocean, the majority of people just don’t know that it exists and what they don’t realize as well is that that’s where a lot of the trash is. Unfortunately, when the recycling rate goes down and when waste isn’t put in the right places, this is where it gets to and so this is what we’re trying to expose is to show to people the reality of certain decisions that we make as a global community and to show them what exists in The Pacific Garbage Patch and we’ve tried to do it, like I said, in a way that is a little bit funny and a little bit different than what they’ve seen normally when we talk about the environment so that we can really get people to come in, play a bit, laugh a bit, but also understand the serious nature of what they’re seeing.

John: You’re the Global Brand Building Communications Manager. Can you talk a little bit about SodaStream’s relationship and your first global brand ambassador, Scarlett Johansson?

Nirit: Absolutely. Scarlett joined us at the beginning of this year in January and it was a very natural connection that took place because Scarlett has actually been a user of the brand for years and a very passionate user, probably more passionate than any person I’ve ever met, and we actually got in contact with her because she got in contact with us. She was in Paris shooting and she needed extra gas for the machine and an assistant got in contact with us and then suddenly, we found out that it was her and we found out that she was a fan of the brand and she’d been using it and that seemed to make the most sense to us as a synergy for a brand partnership because we never wanted a brand ambassador who we paid to smile and say that they used the machine. We wanted somebody who really loves our product and who was a true user because we have so many passionate users that we want somebody who’s like that speaking for our brand and we were lucky enough that we got Scarlett to join us and she is not only passionate about our brand but really about the purpose of our product as well. She loves the fact that it’s environmentally friendly and she’s even said that she likes that when she throws a party; she doesn’t have to go and throw out tons of bottles and cans afterwards. There’s no big trash can that’s piled up and the fact that we have better for you products is also something that she connects to so it’s such a natural kind of partnership that came through and we’re very, very happy to have her as our brand ambassador.

John: That’s so interesting. In this world though, that has changed dramatically in terms of the Mad Men world that existed in the ’60s and of course, in the ’70s, Nirit, and now sort of the Modern Family world that we live in now in 2014, how do you use her? Because truly, this is part of her DNA and culture, using your great SodaStream product, how do you use her appropriately? In what platforms? In traditional advertising or is it more social media or how does that go when you make those decisions?

Nirit: We use her kind of appropriately as it comes around so we don’t have this specific plan that says that we’re only going to use her in one media but we did have her as the star of our super bowl ad, which is a very proud moment, but really, Scarlett is helping us to touch on many aspects of the brand so besides doing that TV ad, which we had, she’s also, whenever we come out with a product that she believes in, she’ll come and she’ll talk about it as well so that’s wonderful that we have her on our side for that so throughout the course of the next couple years of the partnership, you’ll see her in little places all throughout. Not too many details I can give away but you’ll see her.

John: Oh, that’s great, so we’re down to the last two minutes and I want to of course, plug your great product. Can you talk a little bit about what’s the most popular selling machine and why and again, all the different great yummy drinks that SodaStream can make, for our listeners out there around the world?

Nirit: Absolutely, so our flagship machine is called The Source Machine. It’s also the machine that you’ll see in the ad with Scarlett Johansson. It is a wonderful machine that is sold in the stores in the U.S. that you mentioned so you can find it pretty much everywhere and it’s a really, really easy to use machine. You just press on it. It shows you exactly how much you’re carbonating and you can pick exactly how much you want to carbonate so if you like lightly sparkling water or really, really heavily carbonated sodas, you can make that, whatever you want, whatever level, and with the machine, as I mentioned, you just need one bottle and you can create any drink you can imagine and, like I said, we have about 60 different flavors so you can make sparkling water. We have flavored sparkling water. We have fruit flavors. We have your kind of traditional sodas and then we even have cocktail ranges and you can mix and match and play as well and have fun and we encourage people to be creative at home as well and make their own drinks because you don’t have to have it the way that Coke or Pepsi said that this is what a drink tastes like. No, make it the way you like it. Have fun with it. Create your own drinks and it really is a fun machine to have at home. It’s good for the environment. As I mentioned, a lot of our flavors, they’re better for you. They have two-thirds less sugar than the regular flavors. Our diets have no aspartame and we have all natural drinks so go through. Go to our shelf. Play and have fun. That’s really part of it is to have fun with the SodaStream.

John: For our listeners out there, go to www.sodastreamusa.com and click on the where to buy button. All the stores are there. Buy SodaStream and save the planet. Thank you, Nirit, for being an inspiring green ambassador and evangelist. You are truly living proof that green is good.

The Dream, The Struggle, The Victory with Rudy Ruettiger

Against all odds on a gridiron in South Bend, Indiana, Daniel “Rudy” Ruettiger in twenty seven seconds, carved his name into history books as perhaps the most famous graduate of the University of Notre Dame. The son of an oil refinery worker and third of 14 children, Rudy rose from valleys of discouragement and despair to the pinnacles of success. Today, he is one of the most popular motivational speakers in the United States. It took years of fierce determination to overcome obstacles and criticisms, yet Rudy achieved his first dream – to attend Notre Dame and play football for the Fighting Irish. As fans cheered RU-DY, RU-DY, he sacked the quarterback in the last 27 seconds of the only play in the only game of his college football career. He is the only player in the school’s history to be carried off the field on his teammates’ shoulders.In 1993, TRISTAR Productions immortalized his life story with the blockbuster film, RUDY. Written and produced by Angelo Pizzo and David Anspaugh, the award-winning team who brought us HOOSIERS, the critically acclaimed RUDY received “Two Thumbs Up” from Siskel and Ebert and continues to inspire millions worldwide.

John Shegerian: This edition of the Impact Podcast is brought to you by ERI. ERI has a mission to protect people, the planet, and your privacy. And it’s the largest fully integrated IT and electronics asset disposition provider and cybersecurity-focused hardware destruction company in the United States and maybe even the world. For more information on how ERI can help your business properly dispose of outdated electronic hardware devices, please visit eridirect.com.

John: Welcome to another edition of the Impact Podcast. This is a very special Notre Dame edition of the Impact Podcast because we’ve got the legend Rudy Ruettiger with us here today. Welcome to Impact, Rudy.

Rudy Ruettiger: Wow. What[?] are you saying legend? Or am I having an attack[?], man. That’s not legendary. But I thought the journey was.

John: Yeah. Rudy, this is a whole new generation. I know I grew up I watched the amazing movie called Rudy that was done on your life. I’ve seen it, probably two dozen times, my children have seen it. And there’s a whole generation that fell in love with you. But there’s a new generation of young people looking to be inspired, looking to be the next Cinderella story just like the Cincinnati Bengals getting to the Super Bowl now. Rudy, talk a little bit about your back story, where you grew up, and where you started this journey.

Rudy: Well, it all started in a blue-collar area called Joliet Illinois, and the ethos of the family, we had it. My parents created a culture there. I mean, it’s a culture of discipline, let’s say that. In the family, community, and hard work, all that. But outside of that, it was like working hard. You’re not going to be that guy, just work hard you’ll be fine. But also that played in the area thought process, I don’t have to be the best. I figured that out. Once I figured that out, I said I could be part of this too. But that took a lot of rethinking of who you were because you’re so programmed in who you were by your teachers, your coaches, your family members. It’s a hard deal. So I tried and leave that culture and go to a new culture. I entered the military which is very important for changing my mindset. I saw life differently. I saw the world differently. And I even looked at people differently because now I’m in the real deal. Before, that wasn’t the real deal. You go to work, come home, go back to work. Get out of high school, graduate there to my class from the bottom, and go to the reality of work and that blue-collar stigma was true. Grab your lunch bucket[?], go to work. And work 40 years and you get a retirement. That’s not what I wanted. I want something bigger. Maybe not better, but I couldn’t figure that out. Where do I fit in? I don’t want to be a manager. I don’t want to be a boss. What do I want? And that’s a hard thing to figure out. What do you want? So, I guess just to be somebody that makes sense.

John: And no one in your family at that point had yet gone to higher education to college, is that correct?

Rudy: Well, not that they didn’t want to, I’m the oldest boy.

John: Right.

Rudy: That inspired them to move forward. Use the Junior College route because my parents couldn’t afford they didn’t get scholarships. But some of them tapped[?] my brothers did for us. But my whole point is, I tell you, we all talk about our high school careers and our coaching. But man, I even hate talking about my high school days. They’re such a downer.

John: Really.

Rudy: Because of education, I mean, you felt so stupid that you couldn’t be anybody or do anything because they tell how you were talked to and how you have felt. I think the feeling was akin[?], and I just hated that culture. I felt bad going to school. But I love seeing my friends, playing sports but didn’t feel like it, hey, when the coaches don’t coach you right and they talk to you wrong, you go back out the teachers told you. So it was a kind of reciprocal type of thing until I said, I entered the military. Everything changed because they look for character. They didn’t look for what you knew. They look for, can we trust you? And that was why my family ethos was very important because that’s what my parents taught.

John: So, after the military, you wanted to go to Notre Dame?

Rudy: Yes, and no.

John: Okay.

Rudy: Yes, it was but can I? And know, it was the big no.

John: How did you though? How did you bridge…

Rudy: This is the trigger.

John: Okay.

Rudy: When the trigger is, what inspires you?

John: Yeah.

Rudy: Right?

John: Right.

Rudy: What inspires you? Then once you’re inspired, you move towards that goal, a move towards that dream. And you don’t think about the past or you don’t think about what people think about you. I think that’s the biggest thing we got to get rid of. All your mistakes you’ve made, all the decisions you made, those are gone. Just move on with your life. And the day that my friend passed on the job was killed because he took a shortcut. He’s like told me a lot, life is too short. Don’t live in regret. And that’s one of the things I understood. To live in regret you’ll be drowned[?] in the boat that I could have should of[?]. But that type of guy I don’t want to be that guy. Well, I’m going to go towards the goal and find out the answers myself. Instead of asking people what I should do because it’ll tell you exactly who you are, how they think of themselves. So I don’t need that information. So when you move towards the goal, new doors open, new opportunities happen because you recognize, because you want to change. That’s the key to changing your mindset. You’re willing to take the risk and just jump out on fate[?] and that’s the difference.

John: So you had the goal but it was going to be an uphill battle?

Rudy: It wasn’t real goals, just a vision of wow, look at how good my dad feels with Notre Dame wins.

John: Right.

Rudy: But then, I love to give that feeling back, but it’s impossible. So, I think once you put that big goal out of the deal and put the realistic goals in the deal, the big goals happen. You don’t change. The process changes all the time. You got to be willing to lose another way with the process. But once you stimulate that’s where I want, this is where I should be because I felt right at home at Notre Dame. When I went to the campus like I belong there. But also felt like a redheaded stepchild, if that makes sense.

John: Yes, definitely.

Rudy: The best of the best. I’m not one of those dudes. Academically, you got valedictorians. You got smart kids, though I wasn’t that. But they assumed you were that if you were there. So you felt right at home. But I had to earn my way there through Junior College. That’s the first thing I saw, was I at Junior College. And we set a game plan with the president of that little College because he was an ex-military kind of a Navy guy. I was ex-military Navy. So we hit it off. We put realistic goals one semester at a time. That made sense to me. Not to happen to refinish one semester, Rudy.

John: One foot in front of the other. You just did it powerful[?].

Rudy: Instead of worrying about whether you’re going to make it or not, let’s worry about what we need to do right now.

John: So now you get out of Junior College, you get into Notre Dame finally. And now you want to play on the team. Explain that journey a little bit? The coaches and the [unintelligible].

Rudy: Contribute. There’s a big difference.

John: Okay. Contribute, okay.

Rudy: Realistically, how about going to start?

John: Right.

Rudy: No, I got to put… Come on, that’s realistic, like contribute. And once you have that attitude, it all changes. You’re going to be looked at as a joke by scholarship players. They don’t know your journey. They don’t know where you can[?], they don’t even know who you are. They just show up in a raggedy uniform that they give you and they kind of like sneaker[?] at you. Why are you here, dude?

John: Right.

Rudy: You don’t have to say it. It’s how they treat you. To this very day, I still don’t feel like I was part of that football team except for a couple of [unintelligible].

John: Really.

Rudy: Although, they don’t accept your part of the lore of Notre Dame football. You have to be an All-American. You have to be someone special. What makes you special dude? But they have accepted the message of the movie.

John: Right. But it’s been…

Rudy: Never the athlete.

John: By the way, and for our viewers and listeners who just joined us, we’ve got “the great”. And I call him the legendary Rudy Ruettiger with us here today. To find Rudy, or to book him for your next speaking event, motivational event, signing, just go to rudyruettiger.com. You can look over my shoulder here, there’s a Notre Dame helmet signed by Rudy Ruettiger. I was so lucky enough about 10 years ago to have Rudy come out to Fresno, speak at my son’s high school and it was the biggest fundraiser ever in the high school’s history. People turned out in droves and Rudy when he comes and does a motivational speech, whether it’s online or whether it’s in person, I’ll tell you what, he brings the house down. So, Rudy, you’re now to bring the heat when you talk about your journey. I’ll tell you that.

Rudy: Yeah, well, you also hide my Notre-Dame helmet, or [unintelligible] on your desk. What’s up in the background, man?

John: That’s more of Rudy. That’s…

Rudy: That’s all right. That’s Rudy. That’s reality. Always in the back, never in the front.

John: Oh, no, no.

Rudy: No, but that’s how you feel as a Walk-on[?].

John: Yeah.

Rudy: It’s tough. And I now walk-on the look at differently, because now scholarships are taken away. They used to give 140 scholarships and now, it’s only 85. Now, they had this image and likeness deal. Wow.

John: Yeah. NIL; name, image, likeness. A whole new world.

Rudy: I mean, [unintelligible]. Name, image and no one could be anymore. With all these guys’ images, I can imagine how these guys felt down the NFL that played and won Super Bowls. All these kids are walking out multi-millionaires and even in high school the walk-on is[?] millionaires now.

John: Yeah.

Rudy: Can you imagine what [crosstalk]…

John: It’s crazy.

Rudy: … Cooper manages kids going to get when he walks on. Oh my gosh.

John: So, Rudy your story, you became a part of as you say Notre Dame lore. As you said, you contributed to the team. You never quit. And then, the movie has made. How did that happen? How did you go from getting through this amazing story and journey at Notre Dame contributing to the football team, graduating from Notre Dame, and then, having the movie made? How many years expired in between you? Who are approached you to do the movie to start with?

Rudy: No one.

John: No one?

Rudy: No one.

John: How’d it go?

Rudy: Well, remember the word I used earlier, inspired?

John: Yes.

Rudy: I got inspired by the movie “Rocky”.

John: You are the Rocky Balboa of football, that’s for sure.

Rudy: I got so inspired. I said, wow, my journey can help people as well.

John: Right.

Rudy: Because of all the differences, I called it line items in life. First of all, I’m dyslexic. So I have a learning disorder.

John: Wow.

Rudy: A lot of kids are dyslexic and we don’t realize that. A lot of great people are dyslexic. Look them up. I mean, I have an attention deficit disorder. Even smart people have attention deficit disorder. I come from a true blue-collar family. No real extra money to put out there. Then academically, I’m poor. So in social, we had all those line items that people deal with every day. I mean, if you’re a great athlete, you overcome all that automatically because you’re a great athlete. That’s what they pay you for. Me, didn’t have any of that. So, people, there’s 97% of Americans like that. What’s the percentage of pearls? What’s the percentage of guys like Tom Brady? And yet, he was considered an underdog which he was. Joe Montana was considered an underdog at Notre Dame when he came to Notre Dame, he was just the 7th string quarterback.

John: Right.

Rudy: Can you imagine feeling, I mean, that is to[?] walk-on ahead of you.

John: Right.

Rudy: Well, that’s what they face when they come to Notre Dame. You’re just not the only guy in town here. And so, they got a deal but their athleticism, well, plus they have a scholarship so they don’t have to worry about money. All they have to do is work at their skill set. I don’t have any of that going for me. So I had to work extra hard and all that, which is why I say the Navy and the family background culture helped me get through those moments but your faith. So you have to believe in something, make a goal bigger than yourself and when you do that, you won’t quit on your family. You won’t quit on your brother or your son or your daughter. That’s what makes it work. If you make it about you, I quit because that’s easy to quit on.

John: Right.

Rudy: Put on your family. That’s why the military taught you, don’t leave a brother behind man. And we believe in that.

John: So you had the vision, you saw Rocky, you saw Sylvester Stallone make the Rocky Balboa story and you saw that you were like Rocky. So how did you then go from that vision to getting the movie done?

Rudy: It’s called boldness. Just go, jump out and do it. Go, find out what you need to do. It’s like going out to California. Start asking a lot of questions and never get the right answer. But I think [unintelligible]. But you’re finding out and discovering what you should be doing as you’re out there. It’s so different going towards Notre Dame. The answer is right in front of you, in junior college. Why wasn’t I told to go to Junior College? They would tell you in high school, dumb kids go[?] to Junior College. So, I believe that for the longest time.

That’s why I don’t go back to those at the energy that school still like that, unfortunately.

John: Right.

Rudy: And it’s sad. You know what, there’s a lot of kids out there and I get off track here a little bit.

John: No, it’s okay.

Rudy: They have so much skill in other areas other than getting to know the history of America. Get to know the mechanics of a car. Get to know electrical. Get them a skill set. They’ll learn all that stuff as they get interested in that stuff. We’re teaching the wrong stuff, man. And we’re in ordained[?] them with class frank[?] aptitude as a to, come on, that doesn’t get these guys anywhere.

I mean, these kids should be taught how to collaborate, how to have interest, how to get a skill set. Not to be the smartest kid

John: Yeah, that’s right.

Rudy: It doesn’t work for me. But unlike the dumbest kids, they are the brilliant kids, that become the kids having visions and dreams that do something about what they need to do in order for them to do what they need to do. That’s what’s exciting. If we understand that, you become a great coach, great leader, great Pastor, great whatever you want to be.

John: Rudy, but I’ve been with you in person. I see how people react to you and your story. You saw to have that knack[?]. Then, once you have a vision, you did it at Notre Dame, you did it with the military, you did it in Notre Dame and then you did it in Hollywood. Those are massive odds that you face. Who gave you your break in Hollywood to get your movie produced, even like that? That’s like an unheard-of story. That’s like coming to Hollywood to be a movie star. It’s 1 in 10 million.

Rudy: Oh, some people helped me. The hotel manager and the mailman.

John: Really.

Rudy: Simple. Yeah. The hotel manager got me to the writer of Hoosiers. While the mailman, helped me find a writer Hoosiers up stood me up. So there you go.

John: Wow. That’s all it was. It wasn’t…

Rudy: It was. But they’re deputy[?] of life. You don’t know who’s going to help you.

John: Yeah. So, be kind to everyone because it’s not just the important people that are going to help you.

Rudy: Right.

John: It could be just a regular person.

Rudy: One hundred percent.

John: I love it. That’s so great.

Rudy: Yeah. I want you to understand that.

John: So Rudy, the movie gets done, and then what happens to your life? Because you’re a tremendous motivational speaker. Children love you, adults love you. Everyone seems to love you whenever I see you and you’re in a crowd and you do your public motivational speaking. What happened after the movie? And how did your life take a whole new turn then?

Rudy: Well, you have to reinvent yourself, because you were so locked up in the business of getting a movie made. You didn’t even look for the future.

John: Right.

Rudy: I get a call one day to do a speech. So well, this sounds cool. Maybe that’s what I should do. But I always wanted to speak because I worked for an insurance company, gave sales meetings[?]. And I would always give sales meetings and in fact that helped trained me for what I needed to do. But then I go see a Zig Ziglar little deep[?] and so I want to be like him. Don’t try to be like Zig Ziglar, you know? But if you try to be someone else, you’ll never be that guy. Just be you, Rudy. And that’s what, just be. When I got that advice, my speaking career whether it was good, or whatever, just took off in a different direction because you don’t have to be a great speaker to speak. So, I’m sure you can deliver a message. We look for the perfect guy, perfect tone. Come on. If you try to be perfect yet, I can’t connect to you. I’d rather be someone you can connect to. Say, God, if he made it, I can make it. That type of [unintelligible].

John: True. But that’s why your story still resonates, Rudy. Because just like Rocky Balboa, people love rooting for the underdog in this country. We love the underdog.

Rudy: Well, some people don’t want to be that Underdog, [crosstalk] which is fine.

John: True.

Rudy: But the underdog gets someone who faces great ads, whether healthwise, spiritual, financial or whatever. They have to fight for their feeling and fight for what they want. And that’s an underdog.

John: That’s true. So now, most of your professional time is spent doing in-person and online motivational speaking and book signings, helmet signings, and things of that such?

Rudy: Right. And got involved with a cheese company. It was a catch[?] on I’m excited about and…

John: Tell us about it.

Rudy: Well, I met a guy, he was kind of like me in the cheese business. I was growing up on a dairy farm, which my family did as well, growing up. My dad did lose a dairy farm because of an issue with the cows. And during the depression, they lost it off. But it was there. And it just comes back full circle. Now, you go out and meet this guy and helped this guy. Now, he meets a farmer who says something, like we won’t be around 20 years from now because of the soya milk, oat milk, they call the milk that’s not good for you. But we need to go back to the real milk and have more nutrition in it. And more protein, and more probiotics. Something that will create the immune system of our kids and make them drink better milk. And I talked to a scientist that worked at NASA that created a formulation for Muscle Milk and said, I need your help. And he went out and saw this farmer and now they have a processor working on right now, as we speak. To have the cows eat better feed, which is the ration right to create this better milk. Like mother’s milk.

John: Right.

Rudy: Well, it’s called New Moo[?]. So we’re in that process.

John: Good.

Rudy: So it’s just something I love that type of challenge to help people get to where they need to go. Not that I know anything about milking or farming, or trees, but I know people, to help people.

John: Right.

Rudy: But that’s the key.

John: Rudy, what about the Rudy Foundation? Tell our listeners and viewers a little bit about the importance of the Rudy Foundation.

Rudy: Well, the Rudy Foundation was formed to help the youth, not so much[?]. They help young kids get to where they need to go. They don’t have to go to college. They don’t have to be this, as long as [unintelligible] all for a skill. Some type of skill and they want to change. And we gave up thousand dollars scholarships to Middle schools because that’s where the growth is. That’s where you start right there and give them an opportunity. And when they do get the scholarship, they have to show, they can’t give it to the family because they’ll spend it. So, they give it to the people, or maybe they needed a computer. Maybe they need a voice lesson, you pay for that. So that’s what we do.

John: That’s so nice. That’s so awesome. Rudy is there anything you want to share in terms of when you’re giving your motivational speeches, what’s the most important message that you want people in the audience to come away with? I want you to lay that on our audience today before we have to sign off for the day.

Rudy: Yeah, no problem. Be yourself, one. Understand that all your goals are important but pick all as you could do. Well just start the day off just by making your bed, or cleaning your room. That’s a good start. Or doing something that makes you feel good. Take something that will take two minutes or a minute out of your day, do something that makes you feel good. I think that’s one. Two [unintelligible], you can do every day and change every day. Get rid of your goofy thoughts, stop playing around with goofy friends, goofy information, and that confuses you. Stay away from confusion. So eliminating confusion is easy, but hard. Stay away from the people who confuse you, that’s simple. Stay away from information that confuses you. Stick with something that you can connect to. That’s what I did. I didn’t have to know what you think I needed to know. I just didn’t know what I needed to know and that helped.

John: That is just great. To book Rudy, go to rudyruettiger.com. You could find Rudy on Facebook at Rudy International, or on Twitter, Rudy 45. And of course, Rudy Ruettiger is on Instagram as well. Let me just tell you now, I’ve had the pleasure to be with Rudy two or three times in person, hear him speak. Book him now. He’ll change your life. He’ll get you excited and fired up to be the next Cinderella story out there, to be the next person who never gives up. Rudy Ruettiger, you’re a legend in my mind. I’m so thankful for you joining us today. I love you, your helmets have been an inspiration to me. Every day that I’ve had it in my office…

Rudy: Put it in the front.

John: Huh?

Rudy: Put it where people can see it.

John: It’s in front, it’s right here, Rudy. Right here. Out of… Oh, [unintelligible] here. The helmet is right there.

Rudy: Well, you go to The Rudy Ruettiger: The Walk-On, the documentary.

John: Okay. The Rudy Ruettiger, the documentary…

Rudy: On Amazon Prime.

John: Say that again. Give a plug for that again, Rudy.

Rudy: The Rudy Ruettiger: The Walk-On.

John: Rudy Ruettiger: The Walk-On.

Rudy: Got an Emmy for that.

John: Really.

Rudy: Then, you go on Dream Big on Broadway, Rudy Ruettiger. Got a Telly Award for that. So you can go to those different things to find out the journey in a different… When you see the movie, see the walk-on and say, wow.

John: And you do speaking events both in-person and online. Right, Rudy?

Rudy: Yes, of course. Yeah.

John: Perfect.

Rudy: I’m going to the Senior Bowl tomorrow.

John: Are you, really?

Rudy: Yeah, the company is called the Walk-Ons restaurant. Walk-On restaurants. I’ve been with them for years, but a walk-on was actually established. My God, they’re grown big. We’ll be in Mobile, Alabama. So it’s been interesting to lead a way[?].

John: Hey and for those out who want their own helmet, hire Rudy to come to speak at your next great event. He’ll sign a helmet that you can put right on your desk. And mine’s going right on my desk right here.

Rudy: Where? So, at least it’s somewhere now.

John: Rudy, you’re the best. You’re always welcome back on the Impact Podcast for all of our friends and people out there. Rudy Ruettiger, you’re making a huge impact, you made a huge impact on my life on my children’s life. Thank you for doing all the great work you’re doing. And we asked you to come on back on the Impact at another time and talk about the success of your Cheese Company.

Rudy: Yeah, the milk, the milk.

John: I mean, the milk company. And what’s it called again? What’s it going to be called?

Rudy: New Moo[?].

John: New Moo. New Moo with Rudy Ruettiger.

Rudy: What is it? A milk makes better cheese. If the cows eat the feed it has better meat after they’re done milking. And they have to go get the meat away. So it’s all one. And it’s less, are you ready for this?

John: Yeah.

Rudy: Less methane in the air. That’s what this food does too.

John: Nice.

Rudy: You have taught innovation[?], anyhow. Well, God bless you guys. Rock and roll.

John: Enjoy the Senior Bowl. [crosstalk] Can’t wait to have you back on.

Rudy: Yeah, I will. God bless you, brother.

John: You too, God. Bless you, Rudy. Thank you.

Rudy: Thank you.

John: Be well, man.

Rudy: You have fun. Thank you.

John: Take care.

Rudy: Bye.

John: This edition of the Impact Podcast is brought to you by Engage. Engage is a digital booking platform, revolutionizing the talent booking industry. With thousands of athletes, celebrities, entrepreneurs, and business leaders, Engage is the go-to spot for booking talent, for speeches, custom experiences, live streams, and much more. For more information on Engage or to book talent today, visit letsengage.com.

Menu