This is Entrepreneurs the Playbook, where each week I bring you some of the greatest athletes, celebrities, and entrepreneurs to talk about their personal and professional playbook to success.

Inside the coaching call with David Melzer,

this is digital hospitality.

I am your host, Sean Walcheff.

Today we are going to be talking

about one of the most important things

that Dave has been working with me on for the last four years.

And what he's told me is to speak and to teach

in lessons and stories. So I'm going to start with a short story about

Calvie Barbecue, our barbecue business, and how we ended up in the Wall Street

Journal. For those that are watching on video, this is the

Business and Finance section of the Wall Street Journal and the headline

reads, restaurants experiment with surge pricing. So this article came out

digitally on Sunday. It came out on Monday March 11th in the actual print edition,

and subsequent of this article coming out,

I've appeared on Australian radio,

some national news outlets, nation's restaurant news, had a lot of media attention about the word surge and the idea of dynamic pricing, which is actually the technology that we're implementing at our restaurant.

We use a company called juicer pricing to do something that is done across all industries,

hotels, airlines, stadiums, amusement parks, gas stations, grocery stores.

It just hasn't been done in restaurants.

Anybody that's listening to this

is probably heard of the Wendy's backlash. Wendy's announced in an earnings call

...