Nir Bashan

They won't be around in 30 years to taste what will come out of that.

But their dedication, the quality and their investment in that long term is incredibly important.

So it really is about looking at what we do and distancing ourselves from those short gains, John, and start looking and planning on making those long term gains.

Because in my opinion, those are the really important gains.

But we're surrounded these days by social media.

We're surrounded by the apps and everybody.

Oh, look at me.

I've got a Maybach BMW or Mercedes and I'm riding around.

Look at me and I'm taking selfies.

But that is not real long term wealth.

That is not real long term gold generation.

That is not real long term creativity.

So breaking that down and understanding that these bourbon companies that are making things

aren't in it for the initial gain, they're in it to make really good products last.

100%.

So for me, it is about recognizing that success comes in long and measured steps.

It's not about showing up one day, coming up with an idea and having it hit just because you wanted it to.

These are really long-term investments.

In the case of International Paper,

this is an incredible organization they literally plant stuff now that they'll harvest in 30 years and they rotate the land so that they can get the ground the soil to be fertile to be able to support that kind of thing they have wildlife plans they have all kinds of things that help