If you can look into the magic ball of understanding the next generation trends and culture, who would you turn to? John Davidson digs into that crystal ball with Gregg Witt, Chief Strategy Officer at Engage Youth Co, Author of the Gen Z Frequency, and forever skateboarder. Gregg’s shares his incredible journey from a 16-year-old entrepreneur of a global company to a successful consultant on youth culture. Non-endemic and endemic brands take heed. What may have worked once, may not work as culture and tastes evolve. Be authentic. Be engaged. Listen. Co-create. Commit

Learn more about Gregg Witt and Engage Youth:

Twitter: https://twitter.com/thinkwithwitt

LinkedIn: https://www.linkedin.com/in/thinkwithwitt/

Engage Youth: https://engageyouth.com/

To follow John on Twitter: https://twitter.com/J0hnDavids0n

The DLC Drop Podcast is part of the Esports Futuri Network.

Full Episode Breakdown:

0:00 – Introductions With Gregg Witt, Entrepreneur, Author, GenZ Frequency and former professional skateboarder

3:34 – Gregg’s start with Good Times Intelligence Agency at the ripe old age of 16 and his drivers to launch the business and going global in its first year. 

8:11 – The importance of mentorship and how Graham Stanners guided Gregg on understanding the business of “making” things

11:57 – Lessons learned on hearing “No” and overcoming naysayers to drive success

15:38 – The concept of Youth Marketing Agencies and Influencers – Skateboarders were the first or at least one of the earliest adaptors of influencer marketing. Ex. Riley Hawk & Andrew Reynolds story

17:54 – The wide berth of Sports Marketing in building athletes, talent management, photo opportunities and the path to influencer agreements to create and nurture brand ambassadors. Ex. Nike nailed it

23:18 – The credibility titles have in changing perception of “freelancer” to “business consultant”

24:07 – “You are legitimate the moment people think you are…and then delivering on it.”

24:40 – The impact things like the pandemic on skateboarding industry

28:30 – NBD (Never Been Done) and the influence they have in videos, marketing and pushing athleticism

36:11 – John breaking his back at the Visalia skate contest

39:08 – The lessons of failing in skateboarding – How it impacted Gregg’s ability to handle failure in business. Recognizing smaller wins in making process

41:09 – The association of being a skateboarder and gamers and esports community

42:00 – “The key is to contribute Value and to care about what you make as a business but the community and/or audience you serve”

46:25 – “Authenticity is not a tactic, it is a mindset.”

47:57 – Nike’s brilliant move into skateboarding and their Santa Monica Courthouse success story

50:25 – “Let the brand give what the community can’t get for themselves.”

55:43 – Importance and benefits of targeting the youth culture and subcultures