🍔 “I’m lovin ___” — Shake Shack’s 1st slogan. Trump’s $499 smartphone. Tracy Anderson’s pilates club.

0:28This is Nick. way, we just hit 20 ,000 on Instagram. We got a free hat coming to Mara Hanson. Thanks for helping us get there. Thank you, Mara. But Jack, three fantastic stories for today's show. What do we got on the T-Boy? For our first story, Shake Shack is the only major burger chain without a slogan. Yeah. But not for long. Shake Shack's whipping up a slogan. Here is Shake Shack's slogan secret. Shorter is more likable, but longer is more memorable. For our second story, President Trump disclosed his 2024 personal income. Golf, hotels, crypto, and Bibles. But for 2025's income, we're going to have to add mobile phones because the president is launching a$499 smartphone.

1:12And our third and final story. First, there was yoga, then spinning, then Pilates. Now, Tracy Anderson. Tracy Anderson's workouts are so in demand that their studios are invite only. Nick's life goal is to get one of those invites and crash the ladies' Pilates workout. Tracy, we know you're listening. What do I gotta do? Come on. But Yetis, before we hit that wonderful mix of stories, I can touch my toes. I thought you were gonna say something impressive. That's not gonna get either of us an invite, Jack. Yetis, have you ever noticed that the color of the race car emoji on your phone, it's red.

1:48And the fastest car in the Pixar movie, Cars, is red. Which leads to our trivia question from yesterday. Who was it that said this quote? Ask a child to draw a car and certainly he will draw it red. The answer is Enzo. Yes, it is. Enzo Ferrari. Enzo Ferrari, the founder, inventor, and namesake of Ferrari cars. For decades, Enzo Ferrari would only sell a sports car if that sports car was red. Because the way we see it, Ferrari isn't just a car company. Ferrari acts like a fashion company. And today, Ferrari is the biggest European car company by market cap. It's worth$80 billion with a B. Even though Ferrari produces the fewest cars of any European car company.

2:33Get this! Volkswagen makes 650 times more cars than Ferrari. But Ferrari is worth nearly twice as much. That is a wild stat. But here's something even wilder. Ferrari was one of the worst run companies we've ever researched. I mean, honestly, Enzo's stubbornness should have put him out of business like, What do you think? One, two, 18 times probably, Jack. To find out how Ferrari, despite those odds, became the ultimate car, check out our weekly show, The Best Idea Yet. The untold origin stories of the products you're obsessed with. The reason you picture a car as red is because of one stubborn but brilliant Italian a century ago.

3:11We'll drop the link in today's episode description. Check it out after the pod. But in the meantime, Jack, we got a fantastic show today, don't we, man? If enough people listen, Ferrari's going to send us a car. And maybe I'll learn how to drive stick. Jack, let's hear our three stories.

3:51Start the show. First, a quick word from our sponsor.

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4:57That's 50 % off your first year at monarch.com with code TBOI. Zip recruiter. Yetis, maybe you multitask your breakfast making and your newsletter reading. I mean, who doesn't? Or maybe you mow the lawn while listening to the earnings call that your boss had signed. Or maybe you send voicemails all day instead of texting anyone. You're that guy. We all have our own time-saving hacks for the everyday life. But if you're a business owner, how can you save time hiring? ZipRecruiter. ZipRecruiter has a new feature that quickly lets you see the most interested qualified candidates first, so you save time by meeting the right people faster.

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5:56Try it for free at ZipRecruiter.com slash tboy. That's ZipRecruiter.com slash tboy. Meet your match on ZipRecruiter. For our first story, Shake Shack just announced they'll soon launch their very first brand slogan. But when it comes to slogans, you can be likable or memorable. Not both. All right, Jack, and we're going to tell the story. How about you and I play a little game of finish the sentence? You ready for some finish the sentence? Okay, here we go. Can we play some game show music? All right, here we go. Here we go. Thanks, Trey. All right, Jack. America runs on blank. Duncan. Yeah, well played.

6:31One for one, one for one. Okay, here's the next one. I'm loving blank it. Okay, all right. Two for two. Not bad, Jack. All right, last one's the hardest. Here we go. Here we go. Live blank. Was it live forever? It's live lost. And that is Taco Bell. Jack, I'm sorry, two out of three. Come back next week. Yeti's slogans, they are the critical linguistic addition to a brand. Slogans are the most important sentence in all of marketing. The way we see it, if branding were a stool, then slogan is the first of the three legs. The three legs are the name of the company, the logo of the company, and the slogan of the company.

7:05And now from Jack's and my research jumping in T-boy style, some slogans never change. New York life. the company you keep. Yeah, it's been on the way for like a century. And other companies do change their slogans. Actually, like really often. Pepsi, they've had 30 different slogans since 1909. I don't even know what it is today. They don't even know what Pepsi Jack at this point. They're just doing what Coke does. Turns out slogans can drive a profit puppy because in 1984, Wendy's launched their new slogan, Where's the Beef? Sales jumped 31 % at Wendy's in the 12 months after that slogan launch.

7:36And here's the news. Shake Shack, the$5 billion burger joint, just hired a chief communications officer. And Jack, what is that person's number one job? Come up with a slogan. Literally, the CFO of Shake Shack said last week that Shake Shack's first company slogan will be announced soon. This is their top priority. I'm going with oily, but elevated. Fried, but fancy. Caloric, but euphoric. You're welcome, Shake Shack. Jack's already got the mood board going over there for you. Jack, we got to pay him charging for this thing. Yeti's Shake Shack stock is already up 35 % in the last year. It's approaching its all-time highs on this slogan hype.

8:15Because we noticed that Shake Shack actually faces a pretty interesting challenge, right, Jack? They only have 600 locations, which is tiny considering Burger King has 20 ,000 locations. So basically, you're more likely to think about Burger King when you want a burger, not Shake Shack. Just based on those numbers. That's why the CFO said last week, the slogan is the key to finally bringing Shake Shack mainstream. Yeah, they really think a slogan is what's going to drive a new wave of sales, like more than launching a truffle, chicken, plant-based avocado burger. So the CFO is saying that the new slogan is going to drive new revenues that investors haven't incorporated into the stock price yet.

8:53And that's why Shake Shack just hired the same ad firm that did Arby's, we have the meats. We have the meats, not to be confused with, where's the beef? 40 years earlier. But it's definitely confusing. And since Shake Shack stock is up 3 % on the news, investors think they'll get 3 % more business because you'll remember the name. Nick, do we have a slogan? I mean, are you trying to whip up a quick T-Boy brainstorm over here, Jack? I'm game if you're game. How about business news that slaps? T-Boy, we give earnings reports main character energy. T-Boy, TikTok attention span, Bloomberg brain. All right, besties, you have better ideas than we do.

9:28So why don't you drop them in the comments? In the meantime, I'm Jack. What's the takeaway for our buddies over at Shake Shack? It's the slogan trade-off. Would you rather be popular or permanent? Yetis, there's actually a deeper strategy behind slogans that's both interesting and frustrating. Research shows that slogans can either be memorable or likable, but you can't have both. Here's the plot twist. According to the Journal of Consumer research, shorter slogans are more likely to be loved, but longer slogans are more likely to be remembered. What we're saying, besties, is that you can't really be memorable and likable, which is, of course, what everyone wants.

10:09Like, here's an example for you. BMW, their slogan is the ultimate driving machine. That's beloved by BMW fans. It's a likable slogan. On the other hand, BMW's longer the car that Napoleon Bonaparte would have driven. Everyone would remember that, but not everyone would love that. So as Shake Shack considers its first slogan, they're facing the slogan trade-off. Would you rather it be popular or would you rather it be permanent?

10:39For our second story, we just got the president's income for 2024. The$600 million of reports, that's just the tip of the iceberg. But we've got a counterintuitive solution to self-dealing in politics. Now, yeah, this funny thing, Jack and I have noticed, when companies announce news on a Friday afternoon, it's because they don't really want you talking about it. Yeah, they want you already sipping at happy hour. Aperol Spritz is for everybody. Well, Trump did the same Friday afternoon when he disclosed his income for 2024. Before the weekend, Trump shared a range of his income, but only for the year 2024.

11:15Still interesting, here are the numbers he reported. Get this,$218 million in revenue from just three of Trump's 14 golf courses, plus Mar-a-Lago, the members club. That was his Florida income. Right. Then he also disclosed he made$57 million related to the sale of crypto tokens. Also$1.3 million in royalties for selling holy Bibles that have his name on them. Another$5.3 million from sneakers, watches, and fragrances sold with Trump's name on them. Oh, and$1.2 million from the sale of NFTs, also with Trump's name on them, even though the T doesn't actually stand for Trump, we should point out.

11:53If you could put the letters T-R-U-M-P on it. Yeah, Jack. Trump's got a licensing template and he's ready to sign. Yeah, we've got the receipts for it. So add it all up and the$600 million we just described was on the lower end as the sum of Trump's golf, crypto, Bible, and perfume lines. Honestly, Jack, kind of sounds like an earnings report from Macy's. That's what the disclosure included, though. What it doesn't include is the boom in wealth since becoming president a second time. All right, Jack, let's look at those receipts. The Trump coin, launched the day before his inauguration, generated an estimated 320 million bucks in trading fees.

12:33But the trading fees is just the start of it, because Trump owns 80 % of those Trump meme coins, which he can sell whenever he needs to raise money. So Trump coin is kind of like an untraceable ATM. based on his fame and his paying fans. The other big part of Trump's wealth since becoming president a second time is Trump Media and Technology Group, a publicly traded company that he owns 53 % of the stock in, which happens to be the owner of the social network Truth Social. Trump Media has never profited, but it acts like a meme stock, so it's worth$5 billion today. That's about one lift. And here's the latest news.

13:09Trump is launching a physical smartphone. Yeah, this one we didn't make up either. Yesterday, President Trump launched a gold mobile phone with an American flag etched into it. We'll see whether it's made in the USA. At 499 bucks each, I doubt it. Oh yeah, also it comes with a monthly phone plan, Jack. We should point that out. And what's the specific strategic cost of that plan? $47.45 a month. A reference to the 45th and the 47th president. We should point out, as Apple shareholders, Apple stock did not dip on this news. Now, previous presidents have been subject to congressional investigations when they do stuff like this, allegedly enshrining their family using the power of the office.

13:50But when you look at the number of product launches President Trump has done, like ABLE, there's nothing close to Trump's second term. Trump's business dealings while in office is one of the rare things he's being criticized on by both sides of the aisle. Although there haven't been congressional investigations. So Jack, what's the takeaway for our buddies who are everyone looking at the money in politics? The solution to self-dealing in politics? First, pay them more. Then, if they do something wrong, punish them more. Yeah, yeah, and he's putting aside Donald J. Trump here. There is widespread suspicion that politicians use their power to enrich themselves, no matter their party.

14:28The easiest example they can point to is stock trading. Members of the House and senators get to trade in the stock market based on non-public info that only they can see. But here's what Jack and I think, Yetis. Well, we think the root problem here is that politicians are not paid enough. Think about it. Our D.C. representatives must have two homes. They must have a home in their home district, and they must have a place to stay in Washington, D.C. It's an expensive life being a congressperson. And yet we pay our representatives$174 ,000 a year. The former Speaker of the House, Paul Ryan, used to have a cot in his office in D.C.

15:07because he couldn't afford an apartment there. Their relatively low pay makes them vulnerable to use their power to try to get rich. So it's a two-part solution that Jack and I have to fix the problem. First, pay politicians more. They have one of the most important jobs in the country. Give them a million bucks a year. And after you pay him more, have zero tolerance for dirtiness. Ban individual stock trading, enforce anti-bribery laws, jack up penalties for corruption. Again, putting Trump aside here because he's just a special case. But a solution to self-dealing in all of politics? First pay them more, then punish them more.

15:43Now a quick word from our sponsor. You know what's a fun habit? Getting to hang with you guys every day on this show. It's what we do. Another fun habit, listening to audiobooks about habits. Like Atomic Habits, the legendary piece about building habits that better your life, right? And the Atomic Habits audiobook is on Audible. We're excited to collab with Audible because it's how we find our road trip companion. The written word, spoken. So besties, you can create a habit of enjoying audiobooks while you multitask. Which I believe is chapter three of Atomic Habits. That's right, Jack. Wash pots and pans, awkwardly fold those fitted bed sheets, floss your teeth while you're winding down listening on Audible.

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17:53And her newest invention, invitation-only studios. They cost a thousand bucks a month, but you can't go unless you're on the list. Now yetis, Jack and I have warned you. We have warned you about the three Fs of fads. Food, fashion, and fitness. Those are the three industries most vulnerable to fads. I mean, the Nordic track, the Peloton, the CrossFit, super hot vinyasa, extreme boxing, yoga. Those are all fitness fads that have come and gone. But there is one workout that's been around 20 years and it's only growing. It also happens to be the wildest and the most expensive workout we've ever seen.

18:30It's the Tracy Anderson method, aka the method. Ah, Tracy Anderson. It's not Polanyi's. It's not cardio. It's not even barre. It's some kind of combination to re-engineer your body, as they put it. It is a boutique sweat ritual that's only doable within a Vogue zip code. Nick, can you explain why? Well, Jack, if you want to get in and you want to sit in the front row, you're going to have to get an agent at UTA. True, because there's eight locations of Tracy Anderson. There's two in the Hamptons, two in New York City, two in Los Angeles. Yeah, that says it all. You got it right there, Jack. You don't even need to go on.

19:02The other ones are in London and Madrid. Now, Gwyneth Paltrow's agent's wife, speaking of UTA, Nick, she got Gwyneth into Tracy Anderson. And Gwyneth liked it so much, she invested in the company. But you're going to need to invest in a different way because to work out with their app, it's going to cost you 90 bucks a month. To work out in person in their studio, it's going to cost you 900 bucks a month. And Jack, what about to work out with Tracy Anderson herself? Okay, that's only doable at the Hamptons location and it's$5 ,000. Working out with Tracy is like getting your hair cut by Fabio.

19:39But yet here's what Jack and I found fascinating about the story. Tracy Anderson herself, she's become the celebrity fitness guru, but she actually grew up of modest means in Indiana. And she's an interesting person because she doesn't describe her workouts as moves, but as canons of work, like she's an artist. She also doesn't think of herself as a fitness instructor. She thinks of herself as an inventor. But what she's done with the business is expand And beyond fitness in a way not many fitness brands have. Right, Jack? Tracy Anderson has fragrances, apparel, magazine, healthy foods. Okay, get this.

20:12Tracy Anderson sells a three-pound weight, but they're made of rose quartz, not iron. So they cost$299, which we hope is for the pair and not for just one. And here's the news. Her latest studio is the most Tracy Anderson of Tracy Anderson. Jack, what's the name of the studio? Privé. And it's the most exclusive fitness studio in America because it's invite only. That's right. This new Tracy Anderson studio in Santa Monica, you must apply to get into it. They review your application like they're Yale. It's like a royal wedding. It is. You want to work out, but you need to be knighted by the queen first.

20:50By the way, what gets you in? Jack, the way my friend Lauren put it, if you want to go to Equinox or Melissa Wood or Tracy Anderson, you don't go to get in shape. You go because you're already in shape. Ah. They do the old visual check on you first, huh? Oh, by the way, you can't talk during the class because she doesn't talk either. She pioneered something called viral silence. Apparently, she doesn't tell you the moves. She just does them and you watch. Well, does music play? You know, Jack, with these kinds of questions, I don't know if we're going to get in. So Jack, what's the takeaway for our buddy, Tracy Anderson?

21:21Tracy Anderson is the perfect example of rich versus queen. Yetis, there's a concept among entrepreneurs we've mentioned to you. It's called Rich vs. King. You can get rich or you can maintain control. It's really hard to do both with your company. Now, most fitness trends have cashed out to make it rich, to make it big. Barry, SoulCycle, CrossFit, they've all sold to private equity. Peloton cashed out too by IPOing. But Tracy Anderson impressively remains private and still owns a majority of the company. The result? She never got a giant payday like she would have if she sold the company, but she's still the queen of her castle.

21:57If she had sold the company or raised VC money, then the Tracy Anderson method probably would have scaled and maybe would have suffered a fad fade cycle like the rest of fitness. But she didn't. She kept control. She kept it relatively small, but it's still growing two decades later with her calling the shots. So the Tracy Anderson method, it is a reminder that you can be rich or you can be queen, but it's hard to be both.

22:22Jack, could you whip up the takeaways for us for T-Boy Tuesday? Shake Shack is about to unveil their very first slogan, which is one of the three legs on the branding stool. Shake Shack is facing the slogan trade-off. Would you rather be likable or memorable? For our second story, President Trump disclosed his 2024 income and he launched a smartphone. A good start to eliminating self-dealing in politics? First, pay him more. Then, punish the rule breakers. And our third and final story is the Tracy Anderson method. It's 20 years in business, and they just opened their eighth studio, which is invite only.

22:59As a business owner, you can be rich or you can be king. And Tracy, she chose queen. But yetis, this pod's not over yet. Here's what else you need to know today. First stablecoin, so hot right now. It's just two weeks since the first stablecoin IPO from Circle and Jack, so much happening. Amazon, Walmart, and Uber are all reportedly interested in creating their own company stablecoins. And why would we be seeing corporate stablecoins, Jack? Well, if customers pay Amazon via stablecoin, then they get around the credit card fees. Yeah, that's why Visa, MasterCard, and Block all fell 5 % each on the news.

23:34Second, America's Got Talent just had the strangest audition yet, a four-legged dog robot. Yeah, Boston Robots, that legendary robot startup. They entered the TV competition, America's Got Talent. Four of these dancing robot dogs were dancing to a song by Queen. And Nick, it was a highly choreographed experience. Although Jack, one of the robots fell over and then Simon Cowell said this. It was weirdly better that one of them died because it showed how difficult this was. So wise, Simon. So wise. And finally, the newest perk at work is Legos. At least at Deloitte, where the fancy consulting firm has a$1 ,000 a year annual well-being perk.

24:17That well-being program includes gym memberships, but also Legos. Legos. Legos and puzzles are good for well-being, according to the Deloitte HR department. Yeah, you can expense up to$1 ,000 a year in Legos if you've just finished your MBA and are now working at Deloitte. Now, time for the best fact yet. This one sent in by John W. from Floral Park, New York, the same town that was on my fake ID in college. Here it is, Yetis. The movie Jaws has its 50th anniversary right now. June 15th, 1975, we first heard this particular sound. Da-na, da-na. Da-na, da-na, da-na, da-na, da-na, da-na, da-na, da-na, da-na.

24:59Get back to the beach. And the wildest part about that song is that it's only two notes. It's just E and it's just F. E-F. Apparently, composer John Williams managed to turn two notes. E-F. Just two notes. E-F. into the scariest song we've ever heard. Get back to the boat! Apparently, by the way, the song mimics the heartbeat because John Williams wanted it to feel primal. Even Hans Zimmer respects that. We're going to need a bigger podcast. Yetis, you look fantastic today. And if you have got the best slogan yet for Shake Shack, you might as well drop it right here on the pod. We'll tag it. Or for T-Boy.

25:38Let us know your suggested slogan for this show. Yetis, check out our episode of Ferrari on the best idea yet, and Jack and I will see you manana.

25:51And before we go, a happy birthday to Yeti Erin Tabor in Melbourne Beach, Florida, who was just in San Francisco and rode in her first Waymo, survived for the birthday. Happy 36th birthday to Naga Ghiotti Balucar in Chatham, New Jersey. And Kristen Sikorsky and Eric Beck in Philadelphia, Pennsylvania just got engaged. Guys, let's see some ring picks. Congratulations. And a happy belated Father's Day to Nick, who took my son Wilder when he was freaking out the other day, and he talked him from like pure meltdown into pure joy and happiness in 30 seconds. Jack, the secret with kids, you got to say stuff that's just wrong so they can be right.

26:31We actually posted the video on our Instagram, full disclosure, of the 10 ,000 views of that video, a thousand of them are me. I love watching that video. It's on our Instagram at T-Boy Pond. A happy belated Father's Day and a belated Mother's Day. Why not? Y 'all deserve it. Jack and I will see you tomorrow.

26:51This is Jack. I own stock in Amazon. Nick owns stock in Shake Shack. And we both own stock in Peloton and Apple. This intelligence podcast is sponsored by Business Travel on Hotels.com. Does booking business travel feel like another job? Hotels.com makes booking work trips easy and rewarding. It's easy because you can set your preferences once and get results tailored to your business travel needs every time. It's rewarding because with Hotels.com's free rewards program, you can save instantly on your next work trip and earn rewards for future travel. Book faster with confidence at Hotels.com.

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