You have to work your ass off, you have to practice, you have to be willing to accept the consequences of things that you do.

And I think that the problem is that most people are not willing to accept the consequences.

So they just do what is asked of them. Oh, I'm going to read a little bit of something from our next guest. This is how he describes

his firm or how he works, right?

We're small, but think big.

And sure, we win awards, but our true reward

is doing lasting, intelligent, worthy, and beautiful work.

Simply put, we believe that smart, conceptually driven and strategically focused materials are the only true ways to take hold in today's market.

I'm really excited to have this conversation with you because I've known about you for many many years but I don't

know anything about you as it turns out.

So for people who don't know who you are can you can you briefly introduce yourself?

Yes I can I can. I also, obviously, you know, every time I do one of these interviews and podcasts, I go through the whole

thing, so probably the internet's full of the same old story.

And I have to keep in mind that whoever's hearing this

for the first time is hearing it for the first time.

That's right.

So my life can be best described this is just a complete and total accident. I mean nothing that I have that I've done or that I've experienced has been planned by me.

So I very very long story short. My family fled Cuba during the revolution. We went to Mexico first. I grew up in Miami. Miami was a

very violent period in the late 60s, early 70s and 80s.

And I was in a band, and that's what got me out of the struggle,

the danger, if you will.

And I became the drummer's rodee when I was 12, and then by 14 I had replaced

...