Brad, I would like to start off with this story first. And Rob, if you want to pull up this tweet,

Jennifer Say, so I see this tweet from Tom. Tom puts it up. I take a look at it. And I said,

I think we need to read this on the podcast on Business Wednesday. And let's process it together.

And let's see how the audience also reacts to this.

So Jennifer Say says when I became the CMO of Levi's,

at about two months in I had some mid-level know-it-all come into my office, tell me everyone hated me,

I was steering the ship into oblivion,

she told me everyone knew I was doing a terrible job,

the brand had been in decline for over 10 years.

When I had done in my first two months says no one could go on trips. This is what she said.

Say no one could go on trips anymore unless they had a roll out the photo shoot or event. No more

boondoggles. So this is like we're just going to hang out and nothing happens. No drinking at events or concerts.

We were hosting.

We were there to work, not party.

Says marketing needs, say marketing needed to feature factual, actual product in the ads.

Say we needed to move away from dark and moody and into the realm of fun because people

have fun in jeans.

Awful, right?

She wanted me to know, she said, she was trying to help.

She put her feet on my desk while saying this.

Needless to say, this was not a person who was very good at her job.

And I wasn't doing mine to be liked, so I didn't care if everybody

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