It's about stories. If I can tell the story to America, whether it's Riesling or a boxer from Harlem, it will sell. I know on my gravestone it's going to be, 'Storyteller.'

I'm a storyteller. I love to tell stories about brands. I love to tell stories, period. I like painting pictures through the words, and that's what I do.

It's insane to me to ask anybody to be what they're not. Know what you know the best, love the most. That's always going to be the answer to the thing that you have the best shot at winning at.

Some stories just resonate with you as a storyteller and never leave you. This is a story that just kept haunting me.

Eighty-five per cent of the crowd is going to fall in love with me - they're going to feel it, wow. But fifteen per cent are going to think, 'This guy is obnoxious.' I spend enormous time with them - every negative review of 'Crush It!' on Amazon has a response from me - and I can probably bring back ten of the fifteen.

I think the acquisition of consumers might be on the verge of being mapped. The battlefield is going to be retention and lifetime value.