Hey, what's going on, family?

Listen, we've had a lot of amazing guests on the show,

and perhaps you may have never, ever listened to those episodes.

So we wanted to present a new segment called S-O-N-W Classic.

Where we go back, we revisit those iconic conversations

and give those full episodes back to you.

Sit back and enjoy this week's S-O-N-W Classic.

The one and only, Tina Tina is on the show today.

How are you doing, Tina? I'm so happy to be here. Listen, you are somebody that, you know,

it came to us as like, yo, we can get Tina on the show, we can get Tina on the show. I'm like,

listen, I got some questions. Right now, somebody is listening to this. They're watching this on YouTube. They know they have the information that could be something that could be so

significant to these companies. What would be your advice to them and to saying, look, this is what

you should be sharing? Yeah, I think so often, right, I don't know where we learn this lesson that we should try to reach

everyone, that we have to have something for everyone. No, you don't. You need to have something

really specific for a really specific group of people and be the best at servicing that group

with whatever it was, right? So at the time when I started talking about youth marketing and then eventually

millennial marketing, if I had tried to go to Gen X, to Boomer, to all these, like I would have lost,

I would have diluted the value, right? Even though when I started as a youth marketer, it was not

huge or growing the way it grew when it became about the millennial generation,

right? That was a phenomenon, I think, at the time. Any of us who were in youth marketing

in the late 90s did not expect that explosion to millennials, right? It was a natural step

for me because I had been studying this demographic for six or seven years to expand.

...