But here’s the part nobody tells you: sometimes it’s messy. Global brand-building doesn’t play like all the sanitized “business book frameworks” I read in other “experts” books. For us, it was forged in chaos: in back alleys, on bars, and in boardrooms so thick with smoke riding on the edge of the criminal underworld.
That’s why I wrote Make ’Em Look. Not to hand you another system with bullet points and buzzwords, but to reveal what it really takes: the blueprint and the behind-the-scenes insanity that was the fuel for our brand.
Because getting attention isn’t about playing it safe. It’s about becoming impossible to ignore.
The brands that win don’t blend in. They write stories so magnetic, so undeniable, that the spotlight hunts them down.
And I know…because I’ve lived it. I helped turn one NYC dive bar into a billion-dollar entertainment empire with a Disney blockbuster, a record-shattering MTV reality show, and headlines everywhere from The New York Times to GQ. I’ve worked with giants like Coca-Cola, Harley-Davidson, and Red Bull and with scrappy upstarts who weren’t interested in competing, only in leading.
Let me show you how to do it.
I wrote Make ’Em Look to pull back the curtain. Not another “how-to” manual stacked with clichés, but the real playbook, our blueprint that turned one gritty NYC dive bar into a global empire—expanding into a dozen countries, inspiring a $120M Disney movie, fueling a record-breaking MTV reality show, and generating over a billion dollars in revenue.
Inside, you’ll discover:
-
The 9 principles that power every unforgettable brand story.
-
Why PR hacks and traditional marketing fall flat—and the approach that actually cuts through.
-
How to engineer attention so it chases you instead of the other way around.
-
Unfiltered stories from the trenches—from Tokyo nightclubs to escaping Mexico being chased by armed assailants during hurricane Patricia—that reveal what it really takes to win in today’s marketplace.
