Rob wanted scale, but Christopher King’s vision to create bespoke pieces of functional art for global icons and beyond prevailed. Rob wanted to lease a penthouse in Beverly Hills. Such a place manifested, and the previous tenant was Mr. King. A story of friendship, destiny, and a new luxury brand ensued. The push and pull within CCCXXXIII (333) saw Christopher’s obsession with detail, exclusivity, quality, and experience go head to head with Rob’s ambition and a grand vision. What they learned was that the business model must align with the obvious strengths of the brand.
Christopher King is often described by people who know him as a modern-day Renaissance man. Even more than a designer, creator, innovator, and entrepreneur, he is a man with a vision. His brand, CCCXXXIII, is an embodiment of his vision; exclusive, high quality, limited edition products handmade by some of the finest craftsmen in the world.
He wanted a new way to travel the world, but one of the biggest companies in the world had other plans. Ryan wanted to create a unique travel app that let you enter dates and an amount of money, and it returned all of your options globally. Rob was enamored with the idea and quickly signed on, but a call from a Fortune 10 company changed everything, making the pivot to enterprise travel too good to pass up. But now the entire board was out of their depth, so they needed to bring on capital partners who knew the enterprise travel and SaaS industries. That smart money led to even smarter money, and eventually to an exit, even in the darkest days of the pandemic. All money is green, but not all of it has the same value.
From skateboarding events company to SVOD, SLS more than doubled its valuation overnight. Brian is now the President & COO of The Dyrdek Machine, but it all started with a business plan in the Rob & Big kitchen. SLS was Rob’s vision to take skateboarding into the realm of mainstream sports, but he needed someone to write the business plan and operate it. He and Brian teamed up, brought on capital partners through trial by fire, and eventually expanded the events business into SVOD. The evolution into media took the valuation from a 1.5x revenue multiple to a 6x revenue multiple and led to an acquisition.
One scientific breakthrough, two companies, zero products, and $300 Million. It all began at a party where Rob’s father-in-law cut a rug like he never had before. The reason: chewable vodka he’d been given by the host. Fascinated, Rob invested in Josh and two companies anchored by the same microencapsulation IP. They attacked multiple product verticals, but before the amazing brands they created could launch, both companies were acquired for nearly $300 million. With game-changing IP, sometimes making a product isn’t always the best move.
They were chasing revenue, but it was a pivot to pride that changed the fate of Saint Midas. Emilio bought costume jewelry on Alibaba, set up a site, ran Facebook ads, and pulled in $300k in a month. This caught Rob’s attention, thinking, what if they could use this method and create a strong brand behind it. But by the time they got to market, the market had changed drastically. After several pivots, it was looking like The Machine’s first loss. But when they asked the question, “will I be proud if this fails?” everything changed. Saint Midas was born, intentional jewelry both were proud of, and now they split sizable dividend checks.
The last-minute pivot set Outstanding Foods on its $100 million path. Bill had all the experience in the world, but none of it was in food. When he partnered with a top vegan chef to create the pigless bacon chip and create a new snack category, he ran into massive co-packer issues right before launch. With products already in stores, he and Rob had to pull off an unprecedented 11th-hour pivot to save the company. They did, in record time, and the experience added the “pre-pivot” to the Machine Method. Oh, and the company is now worth $100M.
The recent launch of Mindright was a success, but without extensive market testing, it may not have been. Rob and Bernie knew exactly how to market Mindright’s mood-enhancing, feel-good blend of nootropic superfood ingredients. Then the test market told them they were absolutely, unquestionably wrong. This is about the importance of validating our assumptions, rather than assuming we’re right, and being willing to evolve our instincts to create something even more profound.
The story behind Superjacket, the TV production company that Rob and Shane built and sold. Shane first entered Rob’s orbit as a story editor on Rob & Big. Together, they formed Superjacket, which went on to produce all of Rob’s MTV shows. Superjacket was created with a 3-year timeline to sell, which, with a lot of hard work and a little magic, succeeded right on schedule. Before they even started the company, they leveraged their unique advantages, agreed on a clear goal, mapped every action to that goal, and the goal was realized.
A step-by-step guide through the Machine Method, systematically fusing art, science, and magic to create amazing companies. Rob flies solo, taking us on a journey through everything we need to know about Dyrdek Machine, the Machine Method, the Machine Core Elements, the Machine Principles, Do-or-Dier leadership qualities, and how it all comes together to build amazing businesses and achieve success.