BLOGJuly 27, 2017

'Friction' Author: Today’s Consumers Are ‘Walking Billboards’ for the Brands They Love

Companies need to focus on becoming “passion brands” instead of just flooding consumers with advertisements, co-author Jeff Rosenblum told Glenn Thursday on radio. The latest generation of consumers is comfortable with social media and loves to interact, so they are the best advocates for the brands they like.

In his book Friction: Passion Brands in the Age of Disruption, Rosenblum explored this phenomenon of “passion brands,” or companies and products that people love enough to share with everyone by tweeting, wearing a T-shirt and telling friends through word of mouth.

“They’re like walking billboards, and they’re actively proselytizing for brands,” Rosenblum said, describing this key type of consumer.

One of his favorite examples is the brand Yeti Coolers, which sells a particularly rugged type of cooler intended for camping, fishing and other outdoor trips. Instead of traditional ads, Yeti focuses on creating short videos about people going on incredible adventures. It’s more about image than anything else. Even if people don’t really need a cooler that can weather the elements, they’ll be drawn to the vision of adventure.

“They tell these stories about people who are going on bigger and bolder adventures than most people ever will,” Rosenblum said.

GLENN: The whole world is changing. And really in an exciting and dynamic way, if you understand that the bull crap of yesterday, which Washington hasn't figured out yet. The bull crap of yesterday, the lies of yesterday, and the systems that create friction and make your life complicated just don't work anymore. Nobody wants them. Don't prop them up. Get out of that and find passion. Passion brands and friction. We're going to talk about that with a guy who knows it quite well. Beginning right now.

Name of the book that I've been telling you about for weeks, and I'm thrilled to have Jeff Rosenbloom. He's one of the co-authors of the book "Friction" passion brands in the age of disruption. It is one of those books that you read, and you're, like, jeez. How could I not know that? How did I not think that? How is this all of a sudden -- it's one of those things that somebody invents something, and you're, like, of course. How come I didn't invent that?

I want you to know that Jeff is not here to sell books. I highly recommend you buy his book, but he's not taking any of the money from it. It's actually going to something called special spectators, which we hope to talk about a little bit later. He will also be with us on The Blaze TV for a special episode tonight at 5:00, so he's not here to make any money. He's here to change some lives, and you have dramatically impacted my thinking since I picked up your book, so it's great to have you here, Jeff.

JEFF: Thank you for having me. I appreciate it.

GLENN: So tell me. I guess we just need to start at, you know, the brands of the past and the brands now. Passion brands. What is it?

JEFF: , well, passion brands are the brands that absolutely dominate the competition; right? They don't have just customers. They have an army of evangelists. These are the folks that are at the bars, at the restaurants, at the dinner table, they sit around the campfire, grew up on their social media channels, they've got the T-shirts, they've got the hats, they're like walking billboards, and they're actively proselytizing for brands.

GLENN: So you talk about one passion brand that has really boggled my mind until I read your book, but I want to ask you some questions about it. And that is Yeti. Coolers. Great coolers.

JEFF: The best.

GLENN: But -- what is it? Four times the price of a good cooler?

JEFF: yeah.

GLENN: And I've often wondered. People who buy this, they become evangelists, and it's a cooler. And I wonder how much of that is because it truly is absolutely great and how much of that is to soothe the cognitive dissidents in their head of I just paid fours times as much and everybody who doesn't have one says "What the hell is wrong with you."

Does that play a role in that at all?

JEFF: Absolutely. To dial it back, and then we'll talk about Yeti. Passion brands are built by fighting friction. Friction is anything that gets in the way of what you want to accomplish in life. It's anything that gets in the way of your hopes, dreams, aspirations, on even your mundane day to day goals.

So when you think about Yeti, it's a cooler for outdoors. So by definition, if you're using it, you're going on some sort of outdoor adventure. So they fight friction in two ways. The first is this cooler is fundamentally better than any other cooler out there. It's literally certified Grizzly bear proof. Now, the chances of anyone actually needed that type of technology --- fairly negligable.

GLENN: Right. I would like a cooler that I can pick up and throw at the grizzly bear.

JEFF: That's the next product.

But it's nice to know if you're going on that adventure, that product that you're buying can go further and deeper and bigger on an adventure. But to your point, it's not just about the cooler, it's about the totality of the experience. And what they've done that I love is rather than relying on a bunch of interruptive ads, they've created these incredible videos. Each of these videos are about eight minutes long, and there are dozens of them. And they've been watched millions of times over. And what they do is they tell these stories about people who are going on bigger and bolder adventures than most people ever will. The world's greatest fly fisherman, the world's greatest ski guide, the world's greatest barbecue pit master who happens to be an 89-year-old woman named Tutsi. It's not, like, we're Yeti, and we make coolers. Yeti doesn't even appear in these videos. But what happens is they give us a vision. A bigger and bolder vision of ourselves. We all wake up in the morning wanting to be better we were than the day before. It's at the heart of the human experience. It's what drives capital I am. So these great videos help us envision that.

And, by the way, I've watched hours of them. Most people will watch a few of them. The typical interactive ad experience is 1.6 seconds. Compare that to an eight-minute video.

GLENN: I watched the fly fishing one. It's 22 minutes.

JEFF: Yeah.

GLENN: I watched it. Every second of it. And here's what I do. I hear from the guys because I'm not a sports guy. But I hear from the guys on sports every -- every Monday, I hear ugh, and I know they're on ESPN just trying to get the six-second clip, and they have to sit through the commercial. That's not 22 minutes. And it's just in the way of getting to their six seconds.

JEFF: Yeah. Prerolls. You know, the advertising industry, we keep making ads and the audience keeps running away.

Now, to be clear, this is not about the death of advertising. That false eulogy has been written before. We're just asking advertising to do too much. We can still do incredible things with advertising, but increasingly those traditional interruptive ads are being ignored and avoided.

GLENN: In fact, just removing the friction from your product will do more than any ad. If you make a truly great product, and you make it frictionless and not only -- I mean, let's go into the passion brands a little bit. Of finding that group of people -- and let me ask you. Do you need -- to really have an authentic brand, does that need to come from the founders that are, like, what you know? I wanted this. I know this is great, and I don't care if anybody buys it. Or does it come from a group of people who are just scanning the horizon and saying, yeah, these people over there. Let's come up with something for their -- does it matter?

JEFF: Well, I think it comes from both. But most passion brands that we see, and they can be big brands like Under Armour or big brands like Amazon or some of them are smaller startups, they tend to be run by the founders because they have a strong vision, and they don't want to waver from that vision. But it can be from large, established corporations.

One of the interesting things that we found is that really the key is to take all of your efforts and instead of first focusing it outward at messaging, focus it inward at your own behaviors. And a piece of research we found is what's called the power score. And they looked at 9 million different data points. They interviewed 20 self-made billionaires and CEOs and army generals. What they found is only 1 percent. Only 1 percent of leaders are great at what they call the power score, which is establishing your priorities, staffing effectively, and building internal communication cadence. So if you can have great leadership, then you can build a great passion brand. And ironically, you can create great ads. But you have to focus inward before outward.

GLENN: Some amazing things that I just didn't know, for instance, some stats in your book. Let me just run through a few of them. 90 percent of all of the data in the world has been collected in the last two years. That's astounding. 40 minutes in nature every week will lower AD/HD by 50 percent. Don't put your smartphone or your iPad next to your bed. Take that on.

JEFF: That is interesting because so many people loved it, and we weren't sure if that actually fits in the book. But what we tried to do with the book is look at industrial friction, organizational friction, and personal friction. And in that example, we found this great story about Keith Richards. The world's greatest guitar player or one of them. And one night, he's out doing the one thing in this world better than play guitar. He's partying like a Rockstar, and he passes out cold, and he wakes up the next day, and he has a song in his head. And his guitar is literally lying in bed lovingly with him. He grabs his guitar, rolls over, presses record on his tape recorder, lays down a few notes, passes out cold again. Wakes up a couple hours later, presses play, and he finds the guitar riff for satisfaction is waiting for him. Of course, then it's followed by the sound of him snoring. He's not even conscious enough to press stop on the recorder.

Paul McCartney had a similar experience. He woke one day, and he has a song scrambled eggs in his head. Can't stop. He's turning to all of his band mates and friends and be, like, what song have I ripped off here? And they're, like, dude, you didn't. It's your song, it's your original. And he went to John Lennon and turned it from scrambled eggs to yesterday.

Not quite as catchy when talking about breakfast; right? And it knowledge only happens to rock stars. The guy who figured out the periodic table of elements, the guy who figured out the double helix of DNA. All of this happened first thing in the morning when people woke up. And what happens in your brain, you've got something called alpha waves. It's the most powerful form of cognitive creativity that you have. This is where you can think of some big, bold, break through ideas. It's the same thing you get if you're in a hot shower, hot bath, you're in traffic for a while, your alpha waves start kicking in, and you ignore all of that crap in your head.

Now, the issue is 72 percent of us go to bed with their cell phone lying next to us. 50 percent of us, the very first thing that we do is we check it. One third of women before they even go to the bathroom, they check social media. The problem is when you do that, you completely shut off those alpha waves. You lose that opportunity to have that cognitive creativity.

GLENN: And why is that.

JEFF: Because it kicks in your fight or flight system, which is something we learned about in high school; right? It's when the blood flow changes. It used to be something that kept us from getting eaten by woolly mammoths, now it keeps us from getting run over by a car; right? Your subconscious takes over, you have different chemicals like adrenaline and cortisol in there. Your buddy on Facebook who just went on a better vacation than you'll ever go on. That's stressful; right? The server that's on fire, the contract that didn't get signed. Whatever it is on e-mail, that's all stress. So you're turning off that creativity, and you're creating stress.

Now, here's the interesting point. They used to think that your brain was your brain, and that's all you got. It turns out that there's a high degree of plasticity in your brain, which means it can change just like that cheap analogy that says your brain is like a muffle, you have to work it. It turns out it's true. You can actually change the size and shape of certain areas of your brain, and it happens very quickly. So when you go to your mobile device first thing in the morning, you turn off the creativity, you turn on the fight or flight. For the rest of the day, you're not going to be as creative.

So with a 90 million bits of information, 90 percent of the data that's been collected the past two years, everybody has unprecedented access to data and technology. Creativity is the ultimate competitive advantage, and you have to feed your creativity just like you have to work out your body at the gym.

GLENN: When we come back, I want you to talk about --

STU: All about the gym. You're talking to a good crew.

JEFF: That's why I went there.

GLENN: So you're speaking our language. When we come back, I want you to talk about monkeys and how this relates to monkeys and then back to us. In just a second.

GLENN: A game-changing book in your thinking is "Friction: Passion Brands in the Age of Disruption." There is so much friction in our lives from chaos, from just -- just from the news trying to understand the political -- it's all friction. And being able to reduce that and navigate through that is really hard. And I think people are getting really frustrated in some ways with life, and they're just tuning out. They're just stopping. And that's really because the media or politicians or party or whatever you're dealing with just are not changing. They're holding onto the old system.

JEFF: Yeah.

GLENN: And it doesn't work. I was blown away -- where did you get the monkey thing, and then explain the monkey thing.

JEFF: Yeah, it was interesting. When I was writing the book, we set up a research team, thousands of pages of research. I'm a numb nut. I barely graduated college; right? But I'm hanging out with my really smart friend, he's a Ph.D. at Stanford, a neuroscientist, and he's telling me about this study that they conduct all the time. And what happens is when you go to get your Ph.D., they often give you this experiment where they take an electric probe, and they put it into a monkey's brain to read what's going on inside that brain. And then what they do is play this loud, blaring, obnoxious sound in the monkey's ear. And what you see on the readout is not surprising. When you play that awful sound, you get a very strong and very negative reaction from the monkey's brain. So then they repeat the experiment. They play that loud, blaring, obnoxious sound. And what you find, again, is not surprising. They have a very strong and very negative reaction.

But what it was absolutely shocking to me is that if you repeat the experiment a few times over, and then you look at the readout, the reaction looks like the side of a cliff. The monkey's brain literally stops reacting to this awful sound because the monkey at a structural level knows that it needs to focus on other things in life. Food, water, shelter, fornication; right? If it continues to respond so strongly to that stimulus, it literally can't survive. It's called repetition suppression.

GLENN: So are we in -- before we go into this on the decisions that we make and every day. But are we seeing this -- is this one of the reasons why we are just tuning so many things out in Washington? We're tuning principles out. We're tuning all kinds of stuff out because we just can't do anything about it, and we keep hearing it shouted over and over and over again, and we focus on other things? Am I reading that right?

JEFF: That's exactly right. The human brain is exposed to 400 billion bits of information every second. We make 35,000 conscious decisions per day. We ran an experiment --

GLENN: That's 35,000 yes or no decisions.

JEFF: It could be more complicated than yes or no. These are outright conscious decisions per day. So brands, politicians, we're all trying to enter this stream. We expose people to 5,000 branded messages per day. The previous generation was only 2,000. Already, that was too much. So what we have to do is focus less on interruptions, and more on empowerment. Another way of looking at it is magnets over megaphones. We have to create content and experiences that are so powerful, people go out of their way to participate in them. And then, share them with others. And that's the secret ingredient to brands like Yeti.

GLENN: Patagonia you think is the pinnacle of a passion brand?

JEFF: Patagonia is one of them.

GLENN: Why?

JEFF: Well, I fell in love with this guys because, first of all, they recognize that there's friction in the category. And what they to is they focus all their efforts on fighting that friction. So the friction is this:

If you want to enjoy their outdoor gear and apparel, you need a healthy outdoors. And ironically when they create their products, it actually damages the outdoors; right? Create manufacturing by-products, your old jackets make garbage; right? So everything they do, they fight friction by empowering people.

GLENN: Okay. So when we come back, listen to the ad campaign that they came up with, and it's brilliant. Brilliant. Patagonia "Friction" is the name of the book. Jeff Rosenbloom joins us again in a few minutes. "Friction: Passion Brands in the Age of Disruption". Back in a minute.

[Break 10:31]

GLENN: I will tell you. If you really want to see the world in a different way, especially if you're an entrepreneur or a leader of any sort, you really want to see the future and whether what you're doing will survive or not. You need to read the book "Friction: Passion Brands in the Age of Disruption".

Jeff Rosenbloom is with us, and you were giving us the example of Patagonia. Patagonia making outdoor clothing, and they really are dedicated to, you know, save the planet and everything else, and so that's where their people are. And the friction that they had internally was, you know, all of the stuff that we make the chemicals and everything, the garbage, that's actually hurting. So how are we helping, exactly?

So talk about the campaign that they ran with a coat.

JEFF: Yeah, so you hit on a really important point. For their target audience, making the environment healthier is absolutely paramount.

GLENN: Paramount.

JEFF: Right. So the campaign that I love, I came across not when I was doing research, but we actually created this documentary called the naked brand. And we looked at one of their campaigns called the footprint chronicles where you know if you got the surfer board shorts, and you go surfing, and you come back on the beach, and they dry, like, 45 seconds later? Well, guess what? Mother nature didn't make those shorts. We made them. We manufactured them. They're manufacturing by-products, so you can actually follow the manufacturer of their products around the globe, see the supply chain, they're not saying look how great we are. They're literally talking about the damage they do. It's really counterintuitive. I find it fascinating, and I fell in love with the brand. And I wanted to buy this blue Patagonia jacket. I had a perfect vision of it in my mind's eye.

And I'm literally shopping on Black Friday. The number one shopping day of the year. Brands sell more on Black Friday, the day after Thanksgiving than in months combined. And I went to Patagonia.com and on the home page, like, they read my mind, I can't exaggerate this. There's the blue jacket that I wanted to buy. And then right next to it on the home page in a giant font, don't buy this jacket. What the heck is going on here? And then there's a button, like, direct response principles click on it. Learn more. So I click. And their point is this. Reduce, reuse, recycle. Reduce is number one. So if you want to buy that jacket, we're happy to sell it to you. But we're going to damage the environment from the manufacturing, from the garbage of your old jacket. Maybe, you don't need that jacket. Maybe you should buy less.

So I'm Jewish, I'm from New York, I felt guilty, I didn't buy the jacket. They lost the sale. But here's what they gained. They gained my unwavering loyalty. And they gained my evangelism. So here we are on your show talking about Patagonia. But more influential than me are the people who are truly influential. The guys; right? These are the guides leading hiking and biking and fly fishing and surfing adventures all around the world. And in definition, guides are influential, and they're covered head to tow in Patagonia gear because Patagonia is empathetic and empowers people about the one thing that is most important to those guides. And when you talk about evangelists, they are 12 times or more trusted than paid advertising ever will be.

PAT: Wow. And also, their competition is similar in that way; right? They try to reduce -- north face, they reduce friction for their customers as well.

JEFF: Yeah, it's a great point. Thanks for bringing it up because we can't just all jump on the environmental bandwagon. We can't jump on what other brands are doing.

PAT: That would look really disingenuous.

JEFF: Totally. People don't wake up in the morning and want to hug the trees and save the manatees; right? It works for some brands. North face took a different tact, which is if you want to enjoy outdoor sports and apparel, we're going to help you become a better athlete. So they created what they call the mountain series; right? And it's a bunch of instructional videos and information and articles and events that help people become better athletes. So I fell in love with this video series. It was from some of the best rock climbers and skiers, and they were shown very specific exercises to help me become a better skier. What's interesting is I don't think it worked all that well for them because they made less of those videos and became less prominent. But they stick to this platform. They're always empowering and always educating with different events and different information to help people become better athletes. You don't see the edge or you do see the ads and say, hey, we're north face, these are great products. But more importantly, they create content and experiences. So the ads are only part of that brand-building system. It's not the totality of it.

STU: You go through a lot of this stuff, obviously, in the book "Friction." And I have a friend who goes to Soul Cycle, which is a cycling spin class place.

JEFF: Bordering on a cult.

STU: The number one people say to her is shut up about Soul Sycle.

GLENN: It's like orange theory.

JEFFY: Yes.

GLENN: Orange theory is, like, okay. Stop with the bumper stickers. It's a gym, man. Let go.

STU: So the question I want to ask you is how do I get her to shut up about Soul Cycle? But separately -- because I look at their business model, and I see a huge friction point, which is they're charging people $31 to come in and ride a bike in their establishment for an hour.

JEFF: Yes.

STU: And, to me, that sounds completely insane. Yeti, they have more evangelists percentage-wise probably than any company I've ever seen. How do you cross over a huge friction point like that and bring your point along?

JEFF: Great point. Great brand. I should have included them in my book. I was scared to death to go in there. You guys selling salad? We'll do that.

GLENN: Salad? I like the part on Cadbury, for the love of god.

JEFF: Here's the interesting point that you just amongst is these passion brands, they don't get there by talking about discounts and promotions. And once brands go there, it becomes really addictive. They actually charge a premium price. Patagonia, Yeti, Soul Cycle, sweet green, all of this stuff is quite a bit more expensive than the competition.

GLENN: And it has to be worth it first. It has to be worth -- if you're buying a dozen eggs, you better get 14 and great farm fresh eggs if you're charging --

PAT: Or at least you're better than whatever else.

GLENN: Yeah, you've got to be. You have to be that first. There's none of this, you know, hey, Fred Flynn stone is saying, you know, that doctors say smoking is healthy. It has got to actually be accurate; right?

JEFF: There's a great poster I saw. No amount of advertising can get me to buy your crappy pizza; right? And the truth and the matter is it actually can. It can get you to buy that crappy pizza once. But it's not going to get loyalty and evangelism. So you're hitting on a key point with Yeti is that the product has to be better than the competition. It doesn't have to be two or three times better. But it has to be 10, 20, 30, 40 percent better.

But to your point, that relationship that people have with Soul Cycle is irrational; right?

STU: Yes. Yeah, I can confirm that. Yes.

JEFF: The reason it's irrational is that it's emotional. Most brands have a transactional relationship; right? They make a good product, they charge a fair price, they have some pretty good advertising, people comparison shop, and then they buy.

Soul Cycle and other brands have an emotional relationship where people pay more for the product. They ignore the competition. They buy all of that Soul Cycle and gear, and they turn themselves into walking billboards. And they do that, they create that irrational relationship through irrational behavior.

Think about that Patagonia example. Running a campaign that says don't buy this jacket, that's irrational.

GLENN: So Starbucks, really, was kind of a pioneer in this kind of area, weren't they? Where everybody was going to Dunkin' Donuts and getting your coffee at a normal price. And then all of a sudden here comes Starbucks charging money out the nose. But it became more than a coffee place.

JEFF: Yeah, well, it went from transactional. I like Dunkin' Donuts. I'm from the northeast. But it's transactional. You're in, you're out, you move on. Howard Schultz was, like, wait a second. Let's make this experiential. Let's look at what's going on in Europe. Let's sell them the cup of coffee and then give them a place to hang out. And then all of a sudden almost like Soul Cycle, it's almost coltish in the language that they're using, and they're becoming part of a tribe and tribes are extraordinarily powerful. We don't just want customers. If you want to be a passion brand, you have to build a tribe.

GLENN: So is that do you know where Y they use things like venti? They change the language to make it even more of a badge to be a part of this tribe. Is that what's going on?

JEFF: That's exactly right; right? And I don't know, like, I'm not that gifted creatively to figure those types of things out. But, yeah, Howard or somebody on his team figured out long ago let's create that badge. Let's create those shortcuts.

GLENN: The name of the book is friction. I can't recommend it highly enough. I've never done this with any book before. I insisted everybody on the staff read this book, so we're responsible for about 249 companies being sold.

JEFF: Thank you very much.

GLENN: And everybody has read it. I also for the first time I've never done this. We're asking all of our Dallas employees to come down to the studio floor today. There's about 90 here just in this building. They're coming to listen to you at 5:00 for the show at 5:00 today TheBlaze.com, and I just want you to talk about how to find the customer, how to reduce friction, how to -- I mean, I'm convinced -- everything in your book, I've known instinctively. And if I boil it down, I always thought that capitalism was the greatest charity brand ever, if it's done right. And meaning if I love a group of people, I'll say how can I serve them? How can I make their life better, easier? And by serving them, what they need in a really easy way, I could become rich. It is capitalism. It's not charity. It's capitalism. And that's really kind of the thing. If you know who your target is, you know who you're serving, and you actually love them, listen to them, and help make their life easier, that's it, isn't it?

JEFF: It's interesting you bring it up because I'm leaving this very blue region of New York City, and I'm entering this red region of Texas. And I'm looking out the window of this wonderful, amazing, beautiful country of ours. And I was thinking about the fact that we just can't seem to agree very much lately. And then I realize, wait a second. There is one thing that we can all agree upon. Which is corporations have incredible power. And they should use that power to improve people's lives one small step at a time. And this is not for altruistic reasons, this is not for idealistic reasons because that is not sustainable. It's because when brands improve people's lives, they get rewarded. Not just by shifting customers or, say, prospects to customers, but by shifting customers into evangelists, and that's what fighting friction is all about.

GLENN: Unless you go to the Harvard school of business, and you are assigned both wealth of nations and moral sentiments, which is imperative that you read both Adam Smith books, you're not going to get this. This is a new really kind of Adam Smith look at how capitalism should work, "Friction" passion brands. We will you on The Blaze TV today at 5:00.

JEFF: Thank you.

GLENN: I want to talk really quick before you go. The proceeds as we're telling people to buy your book. The proceeds are not going to you. Where are the proceeds going?

JEFF: From July 15th to August 15th, all of the proceeds, not Amazon, not the publisher. I can't control those guys. Goes to special spectators.

GLENN: Which is what?

JEFF: Takes kids with life-threatening illnesses, and takes them to exclusive college sports experiences. So they'll get on the field at, like, Alabama, and they'll get into the locker room, they'll meet the coaches, and there's all different games going around the country. And what they found with these, because I'm on the board of make a wish, and we saw it there also. It's not just about giving these guys a moment of happiness, but it's also part of a healing process; right? It literally heals kids when they're fighting these diseases to actually have a moment of happiness in their life.

GLENN: Thank you very much, Jeff. We'll talk to you later this afternoon.

JEFF: Thank you.

GLENN: By the way, if you have any questions, go ahead and tweet them, and I'll have the staff look at them this afternoon before we go on the air. You can just tweet them @glennbeck, and we'll try to get your questions in as well.

RADIO

Did government PROPAGANDA lead to Charlie Kirk’s assassination?

President Trump and others have posted in support of a proposed Charlie Kirk Act. But Glenn Beck gives a warning: there are 2 versions of this going around. One, proposed by Sen. Mike Lee, would stop the government from using propaganda against Americans. The other would go further, giving the government dangerous powers over truth. Glenn Beck explains the differences as well as what the Smith-Mundt Act was and why an Obama-era decision may be connected to the assassination of Charlie Kirk.

Transcript

Below is a rush transcript that may contain errors

GLENN: Okay. I want you to just spend a couple of minutes with me, and switch everything that you've been thinking on, off for a minute. This is very important. I want to take you back to the world in 1948, okay?

The ashes of World War II are still warm. The Cold War is already beginning to chill in the air, and the Soviet Union has a propaganda machine that is in full swing.

Radio Moscow, Pravda, endless streams of anti-American stories are pouring into the homes of men and women, all across the globe.

And Congress looked at this. And said, we need a counterbalance on this.

America needs to tell her story to the world about liberty and about her finding ideals.

And we need to tell it to the rest of the world.

This is the birth of the Smith-Mundt Act. Okay? We needed to launch things, at that time. Like the Voice of America, and radio-free Europe, and Radio Liberty.

These were not just radio stations. For many who were behind the curtain, these were lifelines.

A Polish dissident in the 1970s or a Hungarian who lived through the 1956 uprising, they'll tell you, they're huddled in the dark, and they have that dial of that radio.

And they can tune it. They carefully tune it, listening to an American voice break through the static and break through the darkness. That says, freedom is real. And the world hasn't forgotten you. They remember that as being very important.

But and here is the key: We, as a society, drew a very bright red line, none of this could ever be used in the United States. Congress rightfully was terrified of unleashing a government propaganda machine on its own citizens. Now, I want you to remember. 1948, Congress is still Democrat.

Okay?

You just had 20 years of the same president, FDR.

They're about to say, no president can serve that long.

The Democrats said, no Democrat president. No Republican president can ever serve that long. Because we were so close to fascism.

So the Democrats are very concerned about the government going fascistic.

And they should know about it. Because they remembered the control commission.

Now, let me take you back to World War I. The Creel Commission is something that nobody remembers, and everyone should.

Because it's what whipped America up in a frenzy, to get us to go into World War I.

You know it, because you remember the I want you Uncle Sam poster. And I've always hated that Uncle Sam poster because of the Creel Commission. I love it. I think it's really beautiful. It was created by an artist, that he didn't create it for the Creel Commission. So, you know, he was innocent. But it was the Creel machine that plastered it on every wall, every post office, every train station.

And suddenly Uncle Sam's finger was pointing at you. It wasn't just a poster. It was a summons. It was you. We need you to go to war. Americans did not want to go to World War I. In fact, Woodrow Wilson said, the other side, he will put you into war. I will keep I out of war. He knew that wasn't true.

Within three months after his reelection, we're at war. But he had to bring the country along. So the Creel Commission, through films and songs, films like the Kaiser, the Beast of Berlin, it turned the -- it turned Germany into a cartoon villain. George Cohan, he wrote songs, over there. Over there.

All of these things were done by the government, as propaganda to get Americans to go over there.

And fight. Then the government went even further. And they started hiring these, what were called Four Minute Men.

Now, imagine this, you're sitting in a movie theater.

The film. You're watching maybe the -- the newsreel. And as they're changing the reels, some guy who just in the audience, stands up, walks to the front. Clears his throat. And he delivers this really well-thought out and rousing four minute speech about patriotism. And liberty.

And crushing Germany.

The government had 75,000 volunteers. They gave millions of speeches, when anybody would pause in churches and schools. In parks.

In theaters. They were called Four Minute Men.

This was social media before social media. They were short bursts. And they seemingly were everywhere, and always on message.

Because the message was crafted by the government. Then the Creel group, through our government, published booklets, official bulletins. They planted stories in the press. This is when we really started really getting into the press, and information was -- had one goal. All of the information. And that was rallies for the -- rally support for the war, and drown out anybody that was disagreeing with that. Okay?

The government actually encouraged kids to spy on their neighbors.

That you were encouraged and post -- post men did this.

To go through the mail, if they saw -- if they saw letters that were coming in. Ask they wanted to know, who it was. And are you a German spy. Are you somebody who is going to be against the war?

Postal workers went through your mail. And it was legal at the time!

You were encouraged, operators were encouraged to listen to people's phone calls, and to report if they were on the other side.

This is Germany.

In fact, because of the Creel Commission, Germans, and what's his name?

The head of the German propaganda, oh, what's his name? The German douche bag. I can't remember his name. Anyway, what was his name?

STU: Goebbels, is that who you're talking about?

GLENN: Goebbels.

STU: Although, I like your name for it, frankly.

GLENN: Yeah. Goebbels, the douche bag.

Anyway, he said, we lost World War I because of American propaganda. But we learned how Americans did it.

And that's what Goebbels did in World War II. All of this propaganda. Okay?

By the way, American advertising, up until World War II, it was called propaganda.

What I heard, I wouldn't have said, now a message from our advertiser.

I was delivering literally and it was cool at the time, to call it propaganda.

Because that's what it was. Paid for propaganda.

Bit after Goebbels took it. And did what he did with it. We were like, oh, propaganda is bad!

Okay?

So here's what -- here's what happened because of the Creel Commission. They were pushing uniformity of thought. They did that by making sure Americans were hearing the same slogans. The same images. The same stories from every direction. Which created the illusion of unanimous consent. I want you to think about life today.

I want you to think about life during COVID.

What was the goal of the government.

To crush any dissent, and to control all of the messages that were going out, to make sure that you were hearing the same slogans, the same images. The same stories from every direction, to give you the illusion that it was unanimous consent.

What about the global warming? It's exactly the same.

Then on top of it, the Creel Commission demonized dissent. Okay? German Americans were part of this country forever.

In fact, we were I think two votes away from making German our official language, as the United States, not English. But they were all of a sudden, branded as traitors.

You couldn't -- a priest went to jail, because he gave the last rites to a German who fell down in front of him on the streets and was dying. And a priest spoke German and gave him the last rites in German. That priest went to jail! Okay??

Okay? So they demonized dissent. Then they suppressed free speech. The propaganda campaign dovetailed with the Espionage Act of 1917. The Sedition Act of 1918. If you criticized the draft, if you questioned the war, you could be fined. You would be ostracized, and you would go to jail.

This is Woodrow Wilson, gang. Does any of it sound familiar?

Now, here's what the aftermath was, after the war. When the war ended, the mask came off. Millions were dead, and Americans felt absolutely duped. They felt that they were tricked into going into a war that they were manipulated into. They didn't even understand it. And that's why we were such isolationists, in the 1920s and our 1930s, because our own government had manipulated the population to go in to fight this war, and they felt so manipulated and so betrayed by their own government. They were like, I don't want anything to do with foreign wars, okay?

So why did this -- why did this happen in 1948?

Well, because in 1948, all of this stuff is happening, and we're saying, okay. We need to have some sort of -- some sort of boundary.

Because we're going to start all of this propaganda, for the United States. And it cannot be ever turned on the people of the United States. Okay?

So then why -- why was it repealed?

It was repealed without any really kind of conversation. Because it was slipped in, called the Smith-Mundt Modernization Act.

It was slipped in to a defense authorization bill. Just like it's happening right now, the government didn't pay its bills.

They couldn't come up with the -- with a way to actually fund everything. Because we have to act as an emergency, otherwise all of our war machine. And it's all going to stop. And the world is going to die. And panic and all of that.

;And so somebody has slipped the bill in. And we modernized it.

Why did we modernize?

Well, because don't you like transparency?

I mean, we're doing this overseas. We're doing this propaganda overseas. Do you know -- taxpayer. You're paying for it. Shouldn't you see it?

There was a Congressman Max Thornberry. He was one of the sponsors. And he said, quote, today the law prevents the American people from seeing or hearing the same things we broadcast overseas, and that doesn't make any sense.

We paid for it. Okay. Then they switched that from transparency to, and it's helping fight terrorism. It will let the Department of Defense and the State Department share counter radicalization material both abroad and at home, because we have to modernize this. The internet is everywhere, okay?
So who doesn't want to fight terrorists? Who doesn't want transparency?

Now, here's what actually happened. I'll tell you in 60 seconds. First, Stu.

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(music)

GLENN: So in 2012, the left decides, we have to get rid of this propaganda thing.

Okay?

Once the firewall was gone, and it's just a blip, no one even really noticed it. Suddenly, the government agencies could circulate diplomacy campaigns, inside of the United States.

And we saw this. This is where you get your USAID. The NGOs. Doing all the things here in the United States.

Because they can all do it. During COVID, you saw this.

You saw government-funded messaging, quietly merging with the media campaigns and big tech content moderation. Narratives weren't debated. They were handed out by the government. And then they were enforced. Then take the DHS disinformation governance board.

This is a direct descendent from this shift. Okay?

It was the government openly declaring it had a role in policing speech at home.

Look at the 2016 aftermath of the elections. Reports now confirm that the US government funds originally intended for overseas information campaigns that had filtered into domestic projects that fact-checked, flagged, and suppressed certain narratives online. The line between foreign propaganda and domestic persuasion was completely gone. Everything they worried about in 1948, was now happening after 2012. Okay. So why am I bringing this up today?

Because after the assassination of Charlie Kirk, we have been asking for this to be reinstated.

This Smith-Mundt Act has to be reinstated. But after the assassination of Charlie Kirk, there is a new wave of enthusiasm for this as there should be.

But some people on our side, are now demanding more than just a firewall.

You go to change.org. And there's petitions for a Charlie Kirk act.

And it will not only stop government propaganda. But it goes further than that. It starts to punish private media. Educators. Social media platforms. For spreading what they call false narratives. So this is -- this is our side saying, yeah, well, now we want the power to do what they did. Okay? Hear me clearly.

Accountability matters! Lives are destroyed, reputations are smeared. And that matters.

But we have systems in place for that.

What this proposal opens is a new door. A terror where government decides, what is and isn't falsehood.

And the government cannot do that. History teaches us. Once the government claims the authority to define truth.

Liberty is gone. Okay?

Now, enter Mike Lee.

Mike Lee has another proposal. Mike Lee has a version. That he is submitting to Congress. And trying to get it passed. And every American should be for this.

Right or left.

Every American should be for this. He's not going to reinvent the wheel. He just wants the old firewall put back. That's it.

Period.

The government must not, and cannot propagandize its own people. Restore the very bright red line that was attacked in 1948.

It's not about silencing speech. It's about preventing the most powerful institution on earth, with the endless resources of that institution, the government.

And the endless reach, from turning its firehose of influence in on the American people.

This is why it matters. I want you to think of -- I want you to think of football.

Oh, boy. Dangerous.

You wouldn't let the referee this a football game, put on a jersey, and join one of the teams. Okay?

But that's what the repeal did. It let the government be both the referee and the player in the arena of ideas. Mike Lee is saying, put the stripes back on their jerseys. Make sure they're in black and white stripes. So we know exactly who they are!

Change.org and some people on our side want to make the ref not only a player, but the judge, the jury, and the executioner. It cannot happen.

This is -- I'm telling you, if this goes through, Mike Lee is proposing something that is clean. Doesn't have any of this in.

So support the Mike Lee Mundt Act. But if you're hearing people talk about, we have to go further, that is the Patriot Act of our day. We're standing at a fork in the road.

Reinstating the Smith-Mundt protections. They're not going to solve all the problems of misinformation, but it reestablishes the ground rules. And tells Washington, you cannot propagandize us, period.
(music)

Once truth belongs to the state, truth itself ceases to exist. Support Mike Lee's bill.

Restore the Smith-Mundt Act.

RADIO

New York DROPS key charge against CEO killer. Here’s why.

A New York judge has dismissed state terrorism and first-degree murder charges against the man who killed UnitedHealthcare CEO Brian Thompson. Should the charge have been kept? Why is the state only pursuing second-degree murder charges? And will he avoid the death penalty? Former Chief Assistant US Attorney Andrew McCarthy joins Glenn Beck to explain what’s really to blame for these decisions.

Transcript

Below is a rush transcript that may contain errors

GLENN: We have a good friend, Andy McCarthy who is a Nashville review contributing editor. He's also a former chief assistant US attorney, and a guy who when he speaks, I almost always agree with him. And when I don't, I'm probably wrong. Especially when it comes to things like this, because this was his expertise. He was a former chief assistant US attorney. And he worked on terror most of his career. I mean, he -- he is -- he is well-versed on terror charges and how to try them.

This Luigi Mangione case, the terrorism charges have been dropped. And, Andy, if I remember right, came out with an article I think last year said, this is not going to stand.

These terrorist charges aren't going to stand. And I don't understand why they won't.

And I don't understand how only be charged with second-degree murder.

When it was clear he was stocking the guy. Privy planned on killing him.

He was waiting for him outside.

That's premeditation, which is murder one.

But I know Andy will have all the answers for us.

Can you make sense of this for us, Andy?

ANDY: Yeah. I'm afraid I can, Glenn.

I think to start with the second point first about why it's murder two, rather than murder one. Back in the McCaughey days, which is like the 1990s in New York, when he was governor.

STU: Yeah.

ANDY: They tried to revise the New York capital murder statute. Because they haven't done a death penalty case in New York in decades.

And this was not -- this ultimately was not a successful effort. They still haven't revised the death penalty.

But what they did, they took the things that you could get the death penalty for, which in New York, were only things like killing a police officer or killing a prison guard in the prison.

And they made those the only murder in the first degree. Variety. Homicide, and all other murder.

GLENN: Why?

ANDY: Well, because they were trying to clean up -- their idea was, they were trying to clean the statute in a way that murder one would be revised as capital murder.

GLENN: Death penalty.

ANDY: Right. And all other murder was going to be second-degree murder, so because --

GLENN: That's insane.

ANDY: What we're dealing with Mangione, under New York law, would not have qualified for the death penalty because that would have been very, very narrow, and it's mainly killing police officers or prison guards.

That puts it into the category of second-degree murder. That doesn't mean, by the way, that it's unserious.

It has a -- I think the -- the offense in New York is like 25 years to life. Societies -- it's --

STU: The guy should get -- I mean, you could. You could argue against the death penalty. But guy should get either the death penalty, or life without payroll.

Not 25 years! This guy -- help me out on this one. How is he not a terrorist? He had the intent to terrorize. He said himself, he wanted people to look over their shoulders.

I mean, he is a textbook terrorist. And premeditation. Textbook!

ANDY: Yeah. To -- to prove terrorism, you have to prove beyond a reasonable doubt, an intent to intimidate or coerce a civilian population.

And you have to sort of get out of the -- the mindset that murder is terrorizing. I mean, all murder is terrorizing, to the people who are obviously involved in it. And to the extent that it intimidated people. But we can't turn every murder into terrorism.

GLENN: Correct.

ANDY: Terrorism --

GLENN: But he did it for. But isn't terrorism about trying to scare the population to either vote different or change the laws to be so terrorized that they -- in this particular case, he was trying to send a message to the -- the industry, you better watch your back, because there's more of me.

And you'll get it in the end.

That's terrorizing a group of people to get them to act in a way, the terrorists wants them to act.

ANDY: Yes.

GLENN: Isn't that how they define it?

ANDY: It's not terrorizing the government to change policy or terrorizing the whole civilian population. What the judge said, this was very narrowly targeted at the health care industry, and this particular health care executive.

And I --

STU: Hmm.

GLENN: Wow.

ANDY: And I just don't think it trivializes the murder to say that it's not a terrorism crime.

GLENN: Okay.

ANDY: You know, the federal government, Glenn, just so we're clear on this part of it. There were two charges brought here. There's a -- the federal charges and the state charges.

So Alvin Bragg, the -- the New York DA, brought the terrorism charge.

GLENN: What a joke.

ANDY: I said, at the time, I thought he was bringing it because he knew the Justice Department wanted to charge this guy. So he wanted to make a splash. Like the Justice Department wanted to make a splash.

When the Justice Department indicted it, even though Biden is against the death penalty, and the Democratic administration was against the death penalty. They indicted it as a death penalty case.
Because they wanted to make a big to-do over it. Even though, you know, if you look at the fine print, they would never impose the death penalty.

They had a moratorium on the death penalty. So in order not to be outsplashed, what Bragg turned around and did was indict this -- what he -- like ten times out of ten, indict only as a murder case.

If you could get Bragg to indict something that was actually a crime. And he decided to make it a terrorism murder case, so that they could compete for the headlines in the press.

Unfortunately, this is kind of what happens in these -- in these cases.

But to your point about stalking and all of that stuff.

The federal charges. Which are the death penalty charges, include exactly what you're talking about.

The fact that this guy was stalked.

That it was done in a very cold-blooded way.

And actually, if he gets convicted in the federal -- can in the federal system, now that Trump is running the Justice Department, rather than Biden, he gets convicted on the death penalty charge, he's going to get the death penalty.

GLENN: Okay. So it's not like he's getting murder in the second degree, and he'll be out in 25 years. The federal government is also trying him. Will it be the same trial?

ANDY: No. No.

In fact, the interesting thing, Glenn. Just from a political standpoint, I hate having to get political on this stuff.

GLENN: I know. Me too.

ANDY: If we can avoid it. The Biden Justice Department was working cooperative with Bragg. I don't think the Trump Justice Department is going to work cooperative with Bragg.

GLENN: No.

ANDY: And the interesting thing about that is under New York law, they have a very forgiving double jeopardy provision. Which basically means, if the Feds go first, that will probably block New York state from going at all.

GLENN: Uh-huh.

ANDY: Because of their expansive protection. And I think what Biden's Justice Department was willing to let Bragg go first.

So that they would go second. And then everybody would have --

GLENN: Trump won't do that.

ANDY: I'm not sure the Trump guys will play ball with that.

GLENN: No. Okay.

So are you confident the justice will be served in this. Oh.

ANDY: Well, I think -- you know, look, I think if your idea of justice served. Are this guy be convicted of a severe murder charge and never see the light of day again?

I am confident in that.

GLENN: Yes.

ANDY: If you believe as I do, that if you're going to have a -- a death penalty in the law, which our Constitution permits.

GLENN: He deserves it.

ANDY: If you're going to have it, he deserves it. And if he doesn't get it. He would be among a long line of people, who probably didn't deserve it and must get it.

Though, I guess it depends on what your idea of justice is. But I guess if we could agree that justice is this guy never sees the light of day again, I think justice will happen here.

GLENN: Right. Okay.

Can I switch to Charlie Kirk?

ANDY: Of course.

GLENN: How is this unfolding? What are your thoughts on this. What are your thoughts on -- you know, I really want to make sure I don't want to go too far. I don't want another Patriot Act kind of thing.

But I do believe, you know, the -- it appears as though, there may have been many people involved. At least in knowing.

What does that mean to you? And what should happen?

What should we be doing? What are we doing that is right and wrong?

ANDY: Well, to the extent -- I'm sorry -- I do -- I do think, Glenn. That this is being very aggressively investigated by both the state authorities and continuing by the federal authorities.

I heard Kash Patel, because I happened to be on television this morning. And they -- they broadcasted that while I was on.

And he was talking about how they are going through all of the social media stuff.

To see, who may have had an inkling about this beforehand. And if there was any conspiratorial activity, they're going to go after it.

Now, the chats that have come out so far, that have been reported in the last couple of days are chats in which Robinson admitted to committing homicide and told the people that he was chatting with -- that he had already arranged his surrender.

If that's all these people knew, that is to say, he had --

GLENN: Then there's nothing there.

ANDY: And he was turning himself in. Well, they might be good witnesses in terms of what his state of mind was at the trial of Robinson.

But I don't think that implicates them in criminal misconduct.

On the other hand, the feds are going to keep digging.

And I assume Utah is going to keep digging.

And if they find out that someone was involved in planning it, I think those people will be pursued.

GLENN: You know, there's probably Texas would be a bad place to commit this crime.

Utah, however, they have the death penalty. And they used the death penalty.

And the governor who I'm not a big fan of this governor.

But, boy, he has been very strong, and I think right on top of this whole thing.

And he said, day one, you will get the death penalty. We catch you. We prove it in a court of law. You do get the death penalty. And I think that's coming from this guy.

ANDY: Well, it's deserving. Because if it's ever indicative of premeditation and repulsive intent, I would say, this is a textbook case of that.

GLENN: The idea that Trump is now going to go after -- possibly RICO charges for people like George Soros and, you know, organizations like that, that are -- are pushing for a lot of the -- the -- the Antifa kind of stuff. Do you see any problems with that. Or is this a -- a good idea?

ANDY: I just think the first thing, before you get into RICO. And all these. You know, RICO is a very complicated statute, even when it obviously applies. So I think the bedrock thing they have to establish, is that you are crossing the line. From protected speech. A lot of which can be obnoxious speech. And actual incite meant to violence. And if you can get invite meant to violence.

You know, I didn't need RICO to prosecute the Blind Sheikh, right? I was able to do it on incitements of violence and that kind of stuff. Those are less complicated charges than Rico.

But the big challenges in those cases, Glenn, is getting across the line into violent action. As opposed to constitutionally protected rhetoric.

GLENN: Is there anything to the subversion of our -- of our nation. That you are -- you are intentionally subverting the United States of America.

You are pushing for revolutionary acts?

VOICE: You know, there's a lot of let allegation that arose out of that, in connection with the Cold War and the McCarran Act. And, you know, you remember all the stuff from the -- from the '40s and '50s, forward.

GLENN: Yeah. I know.

ANDY: And I think when that stuff was initially enacted, the country was in a different place.

I think when the McCarran Act was enacted, it was a consensus in the country, that if someone was a member of the Communist Party.

Hadn't actually done anything active to seek the violent overthrow of the US, but mere membership in the party. I think if you asked the question in 1950, most people would have thought that was a crime.

And by 1980, most people would have thought, it wasn't a crime. Based on the Supreme Court --

GLENN: Yeah. I don't.

Look, if you're a member of the Communist Party, you can be a member of the Communist Party.

But if you are actively subverting and pushing for revolution, in our country, I think that's a different -- I think that's a different cat, all -- entirely.

ANDY: Yeah, that's exactly right. But if you had that evidence of purposeful activity, and look, if you had a conspiratorial agreement between two people that contemplates the use of force, you don't need much more than that. You don't need an act of violence. If you have a strong evidence of conspiracy. But you do have to establish that they get over that line and to the use of force, at least the potential use of force.

STU: Yeah, okay.

Andy, as always, thank you so much. Appreciate your insight. Appreciate it.

THE GLENN BECK PODCAST

How to Find God in a Divided World | Max Lucado & Glenn Beck

Glenn Beck sits down with beloved pastor and author Max Lucado for a deep conversation about faith, humility, and finding unity in a divided world. Together, they reflect on the importance of principles over politics, why humility opens the door to true dialogue, and how centering life on God brings clarity and peace. Lucado shares stories of faith, the dangers of a “prosperity gospel,” and the powerful reminder that life is not about making a big deal of ourselves, but about making a big deal of God. This uplifting conversation will inspire you to re-center your life, strengthen your faith, and see how humility and love can transform even the most divided times.

Watch Glenn Beck's FULL Interview with Max Lucado HERE

RADIO

Confronting evil: Bill O'Reilly's insight on Charlie Kirk's enduring legacy

Bill O’Reilly joins Glenn Beck with a powerful prediction about Charlie Kirk’s legacy. Evil tried to destroy his movement, Bill says, but – as his new book, “Confronting Evil,” lays out – evil will just end up destroying itself once more…

Transcript

Below is a rush transcript that may contain errors

GLENN: Mr. Bill O'Reilly, welcome to the program, how are you, sir?

BILL: Good, Beck, thanks for having me back. I appreciate it. How have you been?

GLENN: Last week was really tough. I know it was tough for you and everybody else.

But, you know -- I haven't -- I haven't seen anything.

BILL: Family okay? All of that?

GLENN: Yeah. Yeah. Family is okay. Family is okay.

BILL: Good question good. That's the most important thing.

GLENN: It is.

So, Bill, what do you make of this whole Charlie Kirk thing. What happened, and where are we headed?

BILL: So my analysis is different for everybody else, and those that know me for so long. About a year ago, I was looking for a topic -- it was a contract to do another book. And I said, you know what's happening in America, and around the world. Was a rise in evil. It takes a year to research and write these books.

And not since the 1930s, had I seen that happen, to this extent. And in the 1930s, of course, you would have Tojo and Hitler and Mussolini and Franco and all these guys. And it led to 100 million dead in World War II. The same thing, not to the extent.

But the same thing was --
GLENN: Yet.
BILL: -- bubbling in the world, and in the United States.

I decided to write a book. The book comes out last Tuesday. And on Wednesday, Putin lobs missiles into Poland.

Ultra dangerous.

And a few hours later, Charlie Kirk is assassinated.

And one of the interviewers said to me last week, your -- your book is haunting. Is haunting.

And I think that's extremely accurate. Because that's what evil does.

And in the United States, we have so many distractions. The social media.

People create around their own lives.

Sports. Whatever it may be. That we look away.

Now, Charlie Kirk was an interesting fellow. Because at a very young age, he was mature enough to understand that he wanted to take a stand in favor of traditional America and Judeo Christian philosophy.

He decided that he wanted to do that.

You know, and when I was 31 or whatever, I was lucky I wasn't in the penitentiary. And I believe you were in the penitentiary.
(laughter)
So he was light years ahead of us.

GLENN: Yes, he was.

BILL: And he put it into motion. All right? Now, most good people, even if you disagree with what Mr. Kirk says on occasion, you admire that. That's the spirit of America. That you have a belief system, that you go out and try to promote that belief system, for the greater good of the country. That's what it is.

That's what Charlie Kirk did.

And he lost his life.

By doing it!

So when you essentially break all of this down. You take the emotion away, all right?

Which I have to do, in my job. You see it as another victory for evil.

But it really isn't.

And this is the ongoing story.

This is the most important story. So when you read my book, Confronting Evil, you'll see that all of these heinous individuals, Putin's on the cover. Mao. Hitler.

Ayatollah Khomeini. And then there are 14 others inside the book. They all destroy themselves.

Evil always destroys itself. But it takes so many people with it. So this shooter destroyed his own family.

And -- and Donald Trump, I talked to him about it last week in Yankee stadium. And Trump is a much different guy than most people think.

GLENN: He is.

JASON: He destroyed his own mother and father and his two brothers.

That's what he did. In addition to the Kirk family!

So evil spreads. Now, if Americans pay attention and come to the conclusion that I just stated, it will be much more difficult for evil to operate openly.

And that's what I think is going to happen.

There's going to be a ferocious backlash against the progressive left in particular.

To stop it, and I believe that is what Mr. Kirk's legacy is going to be.

GLENN: I -- I agree with you on all of these fronts.

I wonder though, you know, it took three, or if you count JFK, four assassinations in the '60s, to confront the evil if you will.

Before people really woke up and said, enough is enough!

And then you have the big Jesus revolution after that.

Is -- I hate to say this. But is -- as far gone as we are, is one assassination enough to wake people up?

JOHN: Some people. Some people will never wake up.

They just don't want to live in the real world, Beck. And it's never been easier to do that with the social media and the phones and the computers.

And you're never going to get them back.

But you don't need them. So let's just be very realistic here on the Glenn Beck show.

Let's run it down.

The corporate media is finished.

In America. It's over.

And you will see that play out the next five years.

Because the corporate media invested so much of its credibility into hating Donald Trump.

And the hate is the key word.

You will find this interesting, Beck. For the first time in ten years, I've been invited to do a major thing on CBS, today.

I will do it GE today. With major Garrett.

GLENN: Wow.

BILL: Now, that only happened because Skydance bought CBS. And Skydance understands the brand CBS is over, and they will have to rehabilitate the whole thing. NBC has not come to that conclusion yet, but it will have to.

And ABC just does the weather. I mean, that's all they care about. Is it snowing in Montana? Okay? The cables are all finished. Even Fox.

Once Trump leaves the stage, there's nowhere for FNC to go. Because they've invested so much in Trump, Trump, Trump, Trump.

So the fact of the matter is, the corporate media is over in America. That takes a huge cudgel out of the hands of the progressive movement.

Because the progressive movement was dependent on the corporate media to advance its cause. That's going to end, Beck.

GLENN: Well, I would hope that you're right.

Let me ask you about --

BILL: When am I wrong?

When am I wrong?

You've known me for 55 years. When have I been wrong?

GLENN: Okay. All right. All right. We're not here to argue things like that.

So tell me about Skydance. Because isn't Skydance Chinese?

BILL: No! It's Ellison. Larry Ellison, the second richest guy in the world. He owns Lanai and Hawaii, the big tech guy and his son is running it.

GLENN: Yeah, okay.

I though Skydance. I thought that was -- you know them.

BILL: Yeah.

And they -- they're not ideological, but they were as appalled as most of us who pay attention at the deterioration of the network presentations.

So --

GLENN: You think that they could.

BILL: 60 Minutes used to be the gold standard.

GLENN: Uh-huh.

BILL: And it just -- it -- you know, you know, I don't know if you watch it anymore.

GLENN: I don't either.

So do you think they can actually turn CBS around, or is it just over?

BILL: I don't know. It's very hard to predict, because so many people now bail. I've got a daughter 26, and a son, 22.

They never, ever watched network television.

And you've got -- it's true. Right?

GLENN: Yeah. Yeah.

They don't watch --

BILL: They're not going to watch The Voice. The dancing with this. The juggling with that. You know, I think they could do a much better job in their news presentations.

GLENN: Yeah. Right.

BILL: Because what they did, is banish people like Glenn Beck and Bill O'Reilly.

Same voices, with huge followings.

Huge!

All right?

We couldn't get on there.

That's why Colbert got fired. Because Colbert wouldn't -- refused to put on any non-progressive voice, when they were talking about the country.

GLENN: I know.

BILL: Well, it's not -- I'm censoring it.

GLENN: Yeah, but it's not that he was fired because he wouldn't do that. He was fired because that led to horrible ratings. Horrible ratings.

BILL: Yes, it was his defiance.

GLENN: Yes.

BILL: Fallon has terrible ratings and so does Kimmel. But Colbert was in your face, F you, to the people who were signing his paycheck.

GLENN: Yes. Yes.

BILL: Look, evil can only exist if the mechanisms of power are behind it.

And that's when you read the front -- I take them one by one. And Putin is the most important chapter by far.

GLENN: Why?

BILL: Because Putin would use nuclear weapon.

He wouldn't. He's a psychopath.

And I'm -- on Thursday night, I got a call from the president's people saying, would I meet the president at Yankee stadium for the 9/11 game?

And I said, when a president calls and asks you to meet them, sure.

GLENN: I'll be there. What time?

BILL: It will take me three days to get into Yankee stadium, on Long Island. But I'll start now.

GLENN: Especially because the president is coming. But go ahead.

BILL: Anyway, that was a very, I think that Mr. Trump values my opinion. And it was -- we did talk about Putin.

And the change in Putin. And I had warned him, that Putin had changed from the first administration, where Trump controlled Putin to some extent.

Now he's out of control. Because that's what always happens.

GLENN: Yeah.

BILL: It happened with Hitler. It happened with Mao. It happened with the ayatollah. It happened with Stalin. Right now. They get worse and worse and worse and worse. And then they blow up.

And that's where Putin is! But he couldn't do any of that, without the assent of the Russian people. They are allowing him to do this, to kill women and children. A million Russian casualties for what! For what! Okay?

So that's why this book is just in the stratosphere. And I was thinking object, oh. Because people want to understand evil, finally. Finally.

They're taking a hard look at it, and the Charlie Kirk assassination was an impetus to do that.

GLENN: Yeah. And I think it's also an impetus to look at the good side.

I mean, I think Charlie was just not a neutral -- a neutral character. He was a force for good. And for God.

And I think that -- that combination is almost the Martin Luther King combination. Where you have a guy who is speaking up for civil rights.

But then also, speaking up for God. And speaking truth, Scripturally.

And I think that combination still, strangely, I wouldn't have predicted it. But strangely still works here in America, and I think it's changed everything.

Bill, it's always food to talk to you. Thank you so much for being on. I appreciate it.

It's Bill O'Reilly. The name of the book, you don't want to miss. Is confronting evil. And he takes all of these really, really bad guys on. One by one. And shows you, what happens if you don't do something about it. Confronting evil. Bill O'Reilly.

And you can find it at BillO'Reilly.com.

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