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Shane Parrish

๐Ÿ‘ค Speaker
16064 total appearances

Appearances Over Time

Podcast Appearances

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And he started not one, not two, but three multi-billion dollar companies from this small town of 1,100 people.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Is he still there?

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

He's still there.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Such a great guy too.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And it was fascinating to talk to him because he basically was like, look, you know, he owns North America's largest private telecommunications company.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And he said, I wasn't afraid of that at all.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And we levered up massively.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

We went all in multiple times, acquiring more assets.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

But if there's something more volatile, he gets very nervous about the debt.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

So he wouldn't do it if there was volatility.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

But he also had this thing where it was so counterintuitive to what you hear on Wall Street, which is like, I don't mind paying more.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

You know, I don't mind paying the most.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And I was like, really, that surprises me.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And he's like, well, a lot of these things only come up once.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

I don't get another shot at it.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And if I'm a private company, I don't have public company shareholders, and it takes me, you know, five years versus three years to get my money back out of the deal, why do I care?

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

I'm never going to be offered this again, and they're not going to build another one.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

So when it comes to fiber optic in the ground, it's getting harder and harder to do.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

it's Eastland Cable Communications.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

But they, not only do they deliver cable to a large portion of Canada, but they own a lot of infrastructure that people aren't aware of.