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.

Deep State ON NOTICE: New Tech Traces the USAID, Globalist Money Trail | Glenn TV | Ep 415

The Trump administration is in the process of doing something historic. Not only is Trump using Elon Musk and the DOGE to cut insane amounts of wasteful spending, but he’s also dismantling the deep state brick by brick. This administrative rogue government was originally built under people like Woodrow Wilson and FDR — but thanks to sites like USASpending.Gov, new corruption is revealed every day. On this episode of "Glenn TV," Glenn Beck goes even deeper to reveal outrageous expenses taxpayers have been funding all over the world. Did you know the U.S. State Department allocated nearly $4 million to fund police in El Salvador … with a sports league? Or that USAID has been subsidizing the Kenyan medical system with over half a billion dollars while our own health care system needs work? Just looking at the USAID spending isn’t enough. Glenn follows the money trail on four chalkboards to reveal a complex system that was built over decades, showing how our tax dollars have been laundered through multiple layers. And he names the organizations that the DOGE data experts should shine a light on next. While the establishment and Left take to the streets to protest the DOGE, Glenn reminds them of Trump’s 2024 campaign promise to decrease the size of government and increase transparency. This isn’t dictator stuff. We voted for this! Glenn is joined by the creator of DataRepublican.com, whose site has gone viral as millions of Americans clamor to find where our money has been wasted. Her work is making globalist elites nervous, so she has to remain anonymous. Her data has exposed NGOs that claim to be charities but are really taking our tax money and spreading it among themselves. She says, “These people have made a government INSIDE our government,” and they are not going down without a fight.

RADIO

Did Microsoft Open “A NEW WORLD” With This Quantum Chip?

Microsoft just made what is possibly the biggest announcement in Glenn’s lifetime. The company’s new 8-qubit Majorana 1 quantum computing chip could usher in an era of rapid change like mankind has never seen. Glenn explains what makes this technology so game-changing, what a “topological conductor” is, and what the world might look like in just a few years if these chips are deployed in computers or given to AI. But just as impressive is the other thing the CEO of Microsoft announced: the creation of a new state of matter …

Transcript

Below is a rush transcript that may contain errors

GLENN: So yesterday, they announced at Microsoft, right after we left the air. I got a note. From somebody that works at Microsoft, that says, we just announced this two minutes ago. You should see it.

It was pretty amazing. It was a video that they released. It was about 20 minutes. Let me tell you what the CEO of Microsoft tweeted, shortly thereafter.

A couple flexes on the quantum computing breakthrough we just announced. Listen to this sentence. Most of us grew up learning there are three main types of matter: Solid, liquid, and gas. Today, that has all changed. After nearly a 20-year pursuit, we've created an entirely new state of matter, unlocked by a new class of materials. Topoconductors. Topological conductors are -- if I can explain topological, and please, I'm way out of my depth on this.

If you really want to know, I'm trying to break it down in layman's terms, as I understand it. Topological is a state, if -- if you had a friendship bracelet, you know that a friendship bracelet can create any kind of shape. You can tie it in a figure eight. You can make it into a loop. It can bend upon itself. But none of the threads, the individual threads that make up that friendship bracelet, become confused with the other threads.

Okay?

It doesn't break. It retains its basic shape. But you can make it into anything. Got it?

Topological shapes, you have to think differently. A coffee cup, a Styrofoam cup and a doughnut are the same topological shape.

Meaning, they're generally round. And they have a hole in the center. Now, the coffee cup doesn't have a hole at the bottom, like the doughnut does. But it's the basic shape, okay?

And you can -- what a topological conductor is, is it can -- it can morph and move, but it could be a coffee cup or a doughnut. And it retains all of its same properties, even though you and I would go, that's not the same shape. Got it? Sorry for anybody who really understands this, that's the -- that's the height of my understanding in 12 hours of topological states.

Now, what they've done is they have found this fundamental leap in computing. They have built a -- a chip, that they have now made into a topological conductor by using an element, a molecule, that we didn't even know really existed up until a year ago. It was speculated that this molecule existed. I think back in the '20s or '30s. And that's what the chip is named after. The guy who has said, I think there's this molecule out there. We've never been able to find it. A year ago, after 19 years of Microsoft pouring money into this research, they finally found it, a year ago.

In that year's time, they've not only found that they could find it, but they could take it and they could control it. In a topological state. Or conductor.

It -- if you just think of that friendship bracelet, but this new molecule is like jelly running through the whole friendship bracelet. The jelly is that new molecule.

That molecule now is -- is being used like a cubit. A cubit is a way to process a quantum computer. It takes us from linear computing. One plus one equals zero. Wrong. One plus one equals one. Wrong. One plus one equals two. Correct. Instead, at the same time that it took me just to say one plus one equals zero, wrong! All one plus one questions are asked and answered at exactly the same time, and only one comes back right.

Okay. So it answers one plus one to infinity, equals infinity, plus one! Wrong.

It answers all of that in the same amount of time. So you don't have a linear thinking, device anymore. It takes your computing power, from what they announced yesterday. Now, they don't have this yet.

But what they announced is they can take this molecule. Like if you think of it finding this molecule and taking really teeny tweezers. And picked it up. And putting it on to this chip, one at a time.

They can put millions of these molecules on to this chip.

Millions of molecules will be way past the computation powers of the world's best supercomputer.

If the cloud all of the servers, all hooked together, were in a warehouse the size of Planet Earth. Okay? That's what they announced yesterday. And, again, they're only at eight cubits. But they say, if this works, they say, they could be at millions of cubits in a pretty short period of time. Everything changed yesterday. Everything changed yesterday.

STU: So, again, last hour, you were talking about this new development from Microsoft.

The new -- well, they say a new form of matter.

GLENN: Yes. They say that we know -- we grew up in a time that there are only three states.

STU: Solid, liquid, gas.

GLENN: Yeah, now that's want true right now. As of yesterday.

I mean, getting your arms around just the -- this is amazing. This is just the beginning. If you were -- if you read or heard about the Microsoft announcement yesterday.

This is what life is going to be like, multiple times a day, in the next three years.

You will not be able to wrap your mind around what the hell was just invented.

What does that even mean? That's the way your life will be, really, getting faster and faster, the closer we get to 2030.

STU: I feel like I can see the future. Because I can't wrap my mind around what's happening today.

GLENN: Today. Right. It's still though -- in some ways. You can wrap your mind around all the corruption and everything, that Biden was doing. There was some understanding of corruption and their goals don't meet our goals, et cetera, et cetera.

STU: Sure. Well, that I can handle.

GLENN: That you can handle.

STU: I'm talking about what you discussed last hour. Not to put too fine a point on it.

When they say, up until yesterday, we had solid, liquid, gas, and now we have this new kind of matter. They're not saying, they created this new kind of matter. They said, they have discovered it. And have harnessed it. They say, it was there the whole time. But it was something beyond the time of human beings, until basically this week.

GLENN: We couldn't find it. We couldn't control it. We didn't even know it actually existed. And we certainly didn't know how to control it.

In a year, okay. And they've been looking for it for 19 years. Microsoft. Longest running research program they've ever run. They found it a year ago, they know how to control it. And now, how to make it into a chip, something you could hold in your hand, that has a million cubits of quantum computing.

STU: Now, that if we know means nothing to me. Millions of cubits of quantum computing.

GLENN: Means all of the -- your phone. If they could put it in a phone, I'm not saying they can or will. If they could put that one chip in your phone, it would make your phone as powerful as the best supercomputer, with a server farm, the size of the planet earth.

Okay?

In your phone!

Okay?

That that's what that means. Now, it's not going to go into a phone, I'm sure.

And I don't think we will all have access to it.

I can't imagine we all have access to it. Because it is going to -- it is going to -- you will be able to put into a quantum computer.

I'm sorry. This is like, you know, talking to a monkey. Listening to me right now, on this. Is like talking to a monkey. But you will be able to say, look, I need airplanes, to be absolutely the most fuel-efficient.

I don't care what the fuel is.

You can invent new fuel too. I need it to be a quarter of the weight of an airplane.

Carry more passengers.

And I want it to travel at 9,000 miles an hour. And it has to be efficient. Give me the materials. And tell me how to make that plane. Boom, ten minutes later. You have the design of not just the plane. But the materials and the fuel!

This chip alone, could give you -- and it's so much more than this. But it will -- you will be able to say, I want a battery, that only needs to be charged once. And then it will never lose its charge.

Ten minutes later, it tells you exactly, no testing, exactly how to build that. Battery.

And what molecules and what the chemical formula and makeup is, in ways that we have never, ever even considered.

And most importantly, as I said last hour, it is -- it is a game-changer. You know how Donald Trump has changed the game of the presidency now. I don't know if the presidency will ever be the same, because of what he's doing, right now.

And the speed that he is moving.

When he said, I'm going to get this done. I'm going to get this done. You know, in 100 days. We all knew that he meant that, but we were looking --

STU: Everyone says it though.

GLENN: Right. Everyone says it.

So we didn't understand how that was even going to look.

STU: Uh-huh.

GLENN: That's what this is, on steroids.

He just changed the game!

This is going to change the game.

Invested saying, hey. How do we cure cancer?

It -- it will say, why cure cancer? I'll just redesign the human, so it never gets cancer!

Okay?

That's the kind of game-changing scenarios that we're looking at, in the next five years.

So there's a lot.

STU: A lot on the table there.

GLENN: Yeah.

STU: And so you were discussing that. And discussing how, you know, AI is going to move at -- you know, 50 years of human advancement can happen in ten minutes.

GLENN: No. It's understanding 50 years. Its growth of knowledge and experience.

Right now, is five to ten years, every 12 hours. It will be 50 to 100 years, every 12 hours, soon.

Now, think of that. In knowledge, in wisdom, if you will.

GLENN: And correct me if I'm wrong here, Glenn, but there's like, when we have a new advancement, there's an idea from people who are resistant to it.

Hey, like, we need to -- you've said this before. We need to top. And we need to ask questions about this.

We need to have a conversation about this. Time is up!

GLENN: Time is up.

STU: Even like phones.

We need to rethink this.

I don't think there's any hope that society stops going down this road.

GLENN: No. You can't.

STU: There's going to be too many things that you like from it.

We're already seeing it from people who are -- whose job is to write marketing copy.

They can all say they're not using ChatGPT, but they all are. Because they know, they can get what they used to take in half an hour, done in ten seconds.

GLENN: You can't -- I believe it -- there's -- there's -- there's another step beyond this one. At this point, you should be using ethic ally AI to -- and control it yourself, not rely on it.

But use it to enhance what you can do, on to speed up the process of what you can do. Okay?

It is speeding up the process for me, on research, right now.

I did not understand topological states yesterday. I had no idea. It would have taken me forever to research that. AI can take -- Grok can take a Google search, that might take you six hours to do on Google. And do it in half a second! Okay. So you understand it.

And when you get it, and understand it. Instead of going to another place and trying to read it. You can say, I don't understand this. Can you break this down for me?

Can you give me real life examples? Can you give me an analogy for this. And it will. And it will dumb it down to a point where you say, okay. I get it. So you need to do that.

But at the same time, you must start answering real questions.

And -- and get into the hard discipline, of what is real, and what is not.

What is good, and what is not!

What is human, and what is not. What is life? And what is not.

What is your purpose? You -- the loss of those ideas, that we've never answered. This is how impossible this task is, gang. But we have to do it.

Questions that man has never answered or never been able to answer. What's the meaning of life?

You cannot just coast on that anymore.

You have to do the best you can. Why am I here?

What is the purpose of my life? You have to ask and answer those questions now!

Because as this continues to grow, your purpose -- your understanding of those deeper questions, are going to be hijacked or dismissed. And you will just begin to merge with whatever AI is.

And you'll just start living and feasting off of AI.

You have to separate yourself and be strong and use it as a tool, instead of it being God, instead of it ruining your life.

STU: Or your girlfriend. Or best friend. Yeah.

GLENN: Whatever. You can't just -- you have to know who you are!

STU: Hmm.

GLENN: This is -- this is -- I'm struggling. And this is one of the main things now, I'm really working hard to be able to explain to you, it's all up to us, as individuals. You're never going to stop this.

But right now, we're in a place to where, you should be using it, and knowing what you're using, and helping -- and letting it help you, discover things, et cetera, et cetera. But not relying on it. Okay?

STU: Right.

GLENN: And not allowing it to merge into your idea as I'm relying on it.

It's my friend. It's anything like that. And never, ever let it cross the boundaries in your mind, of what it is!

We have to answer these existential questions, right now.

Because the next phase is: Merge!

And if you haven't done the hard work between now and then, which could happen in the next five years, could happen -- listen to me. Could happen before we have a new president, sitting in the Oval Office. Where we are talking about actual merging with machines!

Once you get there, if you're dicey at all on what this is, you will merge! I mean, I'm not saying this is, by any stretch. But it could be! This is mark of the beast kind of stuff. This is once you take that merging point, it's not going away. You will always be that.

RADIO

What MAHA Supporters MUST Know About IVF

President Trump has signed an executive order to look into ways to expand access to In Vitro Fertilization (IVF). IVF has become a very controversial issue among conservatives, especially since many pro-lifers view it as just as bad as abortion. So, what's the truth? Glenn believes that we must have this tough conversation NOW, so he invited fellow BlazeTV host ‪@lizwheeler‬ to make the case against expanding IVF access: "the reality of IVF is not what it is portrayed to be. For every 1 of those beautiful babies that's born, about 15 babies are killed." Plus, Liz arguest that Trump and RFK Jr. must look at the fertility crisis through the MAHA agenda.

Transcript

Below is a rush transcript that may contain errors

GLENN: I want to have a tough conversation with you. Because these are the things that we have to decide before we embed them in AI. We don't -- you know, we don't know our own morality.

What are we putting into AI? And this one is a very tough one. Yesterday, Trump signed an executive order to expand access to in vitro fertilization. IVF. That takes the egg of the mom and combines it with the sperm of the father, and puts it in a petri dish to create an embryo. A new life.

IVF re-creates the moment of conception, but in a lab. And it's a controversial process. Because at least those of us on the right. You know, we celebrate the creation of life. It's a miracle that a couple that can't have a child or struggling to conceive can. But on the other hand, a lot of the embryos created in the lab are discarded. And if you believe that life begins at conception, that means that you're throwing away, or worse, experimenting on new life. Liz Wheeler is here to take us through this maze. Hello, Liz. How are you?

LIZ: Hi, Glenn, thanks for having me.

GLENN: You bet.

So, you know, I saw that -- you said, over 90 percent of the children created by IVF die, either left frozen or abandoned, destroyed due to eugenics, experimented on, or miscarried. Only 7 percent are born.

What is the real -- make an argument for somebody who may not believe the petri dish is the beginning of life. Can you?

LIZ: Yeah. I want to start by saying that this is such a gut-wrenching topic to talk about.

GLENN: Yes.

LIZ: Because every baby born, regardless of the circumstances of their conception. Is beautiful and worthy of dignity.

And has value. And should be celebrated. So all those beautiful babies that were created by IVF are not less though Because that was the circumstances of their conception.

GLENN: Correct. It's still a natural process.

It's just making it happen in a lab. But it's still the miracle of life when you put those two things together.

LIZ: Of course. Those children are still made in the image and dignity, the likeness of God.

I also am deeply empathetic, to women who -- couples -- married couples who are trying to conceive, and are struggling to conceive.

Before I had my first daughter, my eldest is 4 years old, I struggled to conceive for three years. And I lost a baby. And it's horrendous. It's the worst thing that's ever happened. And so I understand how emotionally fraught this topic is. Because if you're given this opportunity, you know, if IVF can fulfill this deep desire in your heart to have a baby, I fully empathize with that.

But all that being said, the reality of in vitro fertilization is not what it's portrayed to be.

Because for every one of those beautiful babies that are born, about 15 babies are killed. So it's not a pro-life endeavor to support in vitro fertilization. As a solution to the infertility crisis that we are suffering in this nation, and we are suffering an infertility crisis in this nation. We've never experienced a point in world history where one out of six, or one of seven women are struggling to conceive, where you have to make an active choice to try to have a baby versus just it happening, you know. Doing what comes naturally.

GLENN: Right.

LIZ: And my -- my argument against in vitro fertilization is a couple of things: First of all, it's anti-MAHA, right? One of the exciting things about the Trump administration is he chose Bobby Kennedy to partner with him, to actually investigate the root causes of the chronic health crisis in our nation. We're so excited about this.

I mean, thank you, President Trump for choosing Bobby Kennedy. Thank you, Bobby Kennedy for never giving up.

And for praying every day for this opportunity. But let's apply that same philosophy to the fertility crisis. Let's not just put a Band-Aid over this.

Let's go to the root cause and say, hey, why is women's fertility struggling right now? What could be causing that? Because that's not how it is supposed to be, and let's fix it.

GLENN: Hang on just a second. This is a really amazing stat. The rate of fertility in the United States dropped 3 percent in 2023 from 2022. From 2014 to 2020, the rate consistently decreased by 2 percent annually. There is something happening with our bodies.

LIZ: Deeply wrong. Yes, there is. I mean, it's the same thing. To be honest, it's the same thing that's happening with our children. We have Big Pharma and big food. And it's poisoning our bodies. It's disrupting our endocrine system. It's disrupting our hormones and resulting -- testosterone levels, sperm counts are falling.

Like, there are identifiable things, measurable things that are happening to our bodies. That we can reverse. If we stop letting big food and Big Pharma dictate.

That's where it gets back to IVF. So big Pharma, this is a cash cow off of Big Pharma. They make a ton of money off of in vitro fertilization. Which means, they are unwilling. Just like during COVID, when they were unwilling to say maybe hydroxychloroquine. Maybe ivermectin.

Don't know! They only wanted the vaccine because it profited them. It's similar to this.

They don't want to look at restorative fertility. They don't want to look at natural technology. They don't want to look at these other options that are healthier and more effective and more humane and more ethical because they don't profit from those things.

So then we get to some of these numbers here. And these numbers are really what break your heart. When you kind of zoom out and look at in vitro. So according to the CDC, just in the year 2021, there were 238,000 women who underwent IVF treatment, who underwent this procedure.

Now, every time that a woman undergoes this procedure anywhere. This is an unregulated industry.

So anywhere between five and 15 embryos are created. Multiple of those embryos are then implanted in the woman.

However, getting back into the statistic you started this segment with. Over 90 percent -- 93 percent of those never are -- they are not born live. They are either -- all 15 aren't implanted into the woman. Many of them will frozen.

They're, quote, unquote, screened for bad genetics, which is an epidemic. They look for characteristics that they might not want in the child. And then they destroy and experiment on those embryos. And because in vitro does not address a woman's hormones and fertility in her body. Oftentimes, she miscarries.

So the risk of miscarriage with in vitro is much, much, much higher than an ordinary pregnancy or restorative fertility.

So then you have this 238,000 women who underwent this. They have ten, seven, eight, ten embryos that were created. That's about one and a half to 2 million embryos created a year. And yet, in 2021, fewer than 100,000 babies were born from in vitro which means that anywhere between 1.5 and 1.8 embryos, which, Glenn, we know scientifically, spiritually, and ethically, human life was destroyed, discarded. Experimented, or remain in a freezer somewhere, you know, indefinitely. Which is more children are dying from in vitro than are dying from abortion in the United States of America.

GLENN: So this is absolutely heartbreaking.

Because, you know, my wife and I struggled. We adopted. And we struggled to have a child.

And, boy, when -- you know, when a woman wants to have a baby and can't, it just screws with your mind, so badly.

And it's heartbreaking, when a couple wants to have a child. And there's so many children that are being aborted.

And you're like, let me take them!

Please, let me take them. But this, when you say the pharmaceutical companies like this, because they're getting rich. The cost is between 12,000 to 25,000 per cycle!

And it takes several cycles, usually to take. So, you know, it's wildly expensive.

What does Trump mean when he says he wants to make it easier to access? Do you know?

LIZ: Well, that's the thing about this executive order. And President Trump is a very open-minded individual. One of my favorite things about him, actually besides how hilarious he is on Truth Social. Is that he listens to those who voted for him. I think this sets him apart from almost any other politician that I've ever known in my lifetime. The executive order is not entirely specific. It actually just requests a report on how to make in vitro fertilization more accessible. And so what I would encourage President Trump and his team to do.

What I would request from them, is, you know, think outside the box here.

Look at -- look at in vitro through the lens of make America healthy again. Say, wait a second.

We are here to DOGE the corruption that exists between government and, you know, Big Pharma or big food, or whatever. DEI programs. All this stuff that President Trump has Elon Musk doing that we're all delighted with.

Apply that philosophy to this on too. To make sure when you're looking at in vitro fertilization, you're looking at it through the lens of, hey! Is Big Pharma lying to women? Lying to families to profit themselves. Is this essentially that's actually harmful for our country? Because someone else wants to make money?

And, meanwhile, they're hiding from women, the fact that if you undergo in vitro, your child is more likely to have heart defects.

And, you know, physical deformities in addition to miscarrying. In addition to all of those innocent lives that are being -- that are being put on ice, quite literally, and being discarded.

And, Glenn, one of the things that really chills me when I talk about, or when I research IVF. When we're talking about it, is this genetic screening. These embryos are given ratings on a scale of one to ten. Is this healthy?

Is this not healthy? Do they have desirable characteristics.

To me, that's just -- if it's not eugenics right now. Which I would argue it is.

It's a road to eugenics.

Trump's executive order. I would encourage him to really focus on restorative reproductive health. Focus on natural technology. Focus on MAHA.

We can fix this crisis. We all want more babies. We all want the United States to have an incredible baby boom. I share that desire with them. I think it's wonderful that he wants to be pro-family. But let's do this right. Let's do this in a way that's never been done before.

GLENN: So where does Bobby Kennedy -- I mean, is this a passion point for him at all, on at least restorative health for the pregnancy rate?

JASON: One of the interesting things about Bobby Kennedy is his cues. He's actually, he's often portrayed as an anti-vaxxer. He is so open-minded to wherever the data leads him.

And if he is presented with evidence that women's fertility. This is not how our body's were intended to work. We were intended to be very fertile.

And something that we're doing. Some intervention, environmental, food, Pharma, whatever it is, stress, technology.

This combination. This culmination. If something is not correct, then he wants to fix that.

GLENN: But it's not just happening here in America, it is happening all over the world.

LIZ: It is, yes.

And but what's interesting is the fertility crisis is happening in nations who have adopted more of a western mindset to medicine. Meaning Pharma and also food.

GLENN: Yes! Liz, thank you very much for taking us through this. If people want to get involved, how -- what would you suggest?

LIZ: I would suggest reaching out to President Trump. Get on X. Email. Call.

Make your voices heard. And if it's tough topics and emotionally fraught topics, there's a compassionate way to handle it. We obviously should handle this in a very compassionate way. But encourage President Trump to look at the reality of the IVF industry. Because at the end of the day. For every one life that is born. About 15 babies are killed in this process.

And we as a nation should not accept that morally.

GLENN: Liz, thank you very much. Love you. God bless. She is the author of hide your children.

She's also a Blaze TV host of the Liz Wheeler Show, which is -- she's really, really very smart and just really logical.

You can find it at BlazeTV, but also YouTube.com. @LizWheeler. And her Twitter is @Liz_Wheeler.

RADIO

How Trump Can PUNISH Trudeau Without Angering Canadians

"It's been a bumpy few weeks" for US-Canada relations, ‪@RebelNewsOnline‬ founder Ezra Levant tells Glenn. But do Canadians actually hate America after Trump's tariff announcement, his talk about making Canada the 51st state, and the brutal US-Canada hockey game? Ezra joins Glenn to give his perspective as a Trump-friendly, Trudeau-hating Canadian. Plus, he explains why "Justin Trudeau wants a trade war" in his last few weeks as Prime Minister and how Trump can punish Trudeau without hurting the Canadian people, and it all resolves around oil ...

Transcript

Below is a rush transcript that may contain errors

GLENN: All right. Let's go to Canada. And one of our good friends up in Canada.

Ezra Levant. Hello, Ezra, how are you?

EZRA: Hi, it's great to be on the show. You know, I love America. And I love Canada too. And I don't think I have to choose. And I also love Trump, by the way. So it's been a bumpy few weeks because Trump said, hey, Canada, we will have a problem, or we will slap you with tariffs.

GLENN: Yeah.

EZRA: And when you think of open borders. You think of the Mexican border, right?
And it's true, the vast majority numerically of the smuggling of people is on the Mexican side. But Canada is not perfect. And it's getting worse. There's actually more would-be terrorists that are nabbed on the Northern Border than the Mexican border.

GLENN: Yes, a lot of Chinese as well.

EZRA: Exactly.

And the cartels are active in Canada, including not just Mexican cartels. But, you know, there's big meth labs being found in Canada every week.

Here's the thing, if you look at the announcement that Trump made. This was back I think in November. He said, look, by the time I'm inaugurated on January 20. I want you, Mexico. And you, Canada. To basically do the preparatory work to seal the borders. Start working on it now.

Or else, I'll slap you with a tariff. So I think a grownup would say. He wants us to seal the borders. We should probably do that in our own interests anyway.

And he has. But let's just do the work. Because it's in our interest too. Trouble is, Trudeau said, no. I'm not going to seal the border.

I'm not going to crack down on illegal migrants and illegal drugs even if that's something we should do. I am going to focus on the "or else," and I will get into a sort of staring contest with an ally ten times bigger than us.

GLENN: Right.

EZRA: And I've watched Trump's announcement. He wants the border fixed, the tariff is the "or else."

But here's the thing. And I don't know if Trump has really ever thought about this, because he's dealing with bigger fish.

Like, he's dealing with Ukraine. He's dealing with the economy and the fires in LA. And getting his nominees through the Senate. So he's dealing with huge things.

I don't think he's following the minutiae of Canadian politics.

Because let me tell you one thing I think Trump didn't count on here. Some master negotiator. And the thing about a negotiation, is, the other guy, you know, you've got to be willing to walk away. And you have to make it so the other guy sort of doesn't want to walk away, because his alternative is worse. Here's the thing about Trudeau, Glenn. In January, Justin Trudeau announced, he will resign. And that will take effect on March 9th. That's like three weeks from now. So Trudeau doesn't have the interest of getting a deal. He wants his final few weeks as Prime Minister to be, you know, an epic superhero coming to save Canada. He wants to be captain Canada fighting against the big, bad Trump.

He doesn't actually want a deal, Glenn. Because that's boring. And that looks like he's taking orders from Trump.

If he fights Trump. If he says, no, no, no. I don't want to spend a few billion on border security.

I want to get in a hundred billion-dollar trade war. See, Trump is not used to negotiating with a guy who actually wants to hurt himself. But why would Trudeau want that? Two reasons: Number one, to change the narrative. He's the Captain Canada, saving our country from the big bad -- we have Trump Derangement Syndrome here.

But number two, Trudeau has wrecked our economy through taxes and debt. And inflation. And cost of living. So if Trump actually does bring in punitive tariffs. Trudeau can say, uh-huh.

This is on Trump. Not me. I didn't wreck the economy. Trump did.

So Trump is dealing with a guy who is acting in bad faith.

Justin Trudeau wants a trade war. He wants our countries to fight.

GLENN: So let me ask you this. I've been watching the reaction of some Canadians. And they're like, we're not going to become the 51st state. Do you guys understand trolling. Donald Trump is calling Trudeau the governor of the 51st state to minimalize him. As a mock of Trudeau.

We're not -- we're not thinking about buying you. We're not offering to buy you. And we're certainly not buying troops up there to take you. Do the Canadians just not understand that?

EZRA: I think it's a combination. Because here's the thing, for the last ten years, Trudeau has tried to denature Canada. Our founding prime minister is named John A. McDonald's. John A. McDonald's, our version of George Washington.

He's on our 10-dollar bill. There's statues of him everywhere. Trudeau stripped him off the 10-dollar bill. Trudeau presided over his statues being knocked down. Trudeau has told us, that we are a country that committed genocide against Indian people. Trudeau calls us sexist. Racist. He says. He told the New York Times, we have no core values.

We're basically a hotel. So he has been -- he changes our national anthem. Who asked him to do that?

Like, he's doing all these things.

GLENN: Wait. Wait. Wait. He changed your national anthem from O Canada, to what?

EZRA: It's still O Canada, but he changed the words. He went on Anderson Cooper's show. And Anderson Cooper said, well, what's a Canadian? Okay. Well, that's a question you would expect the prime minister to answer.

He said, well, we're not Americans. That's not -- that's not an identity. That's sort of an attitude. And so he -- here's a guy who for ten years has derided what it means to be Canadian. He's given away citizenship to millions.

So I think Trump in his uncanny way, detected within Trudeau a bit of an inferiority complex. A bit of a weakness. That 51st state thing. That governor thing.

It actually stings, because Trudeau has spent ten years destroying our national identity. And Trump must have got that somehow. Because every time Trump says that, it actually hurts. Because we have spent ten years destroying what's made us Canada.

And Trump figured it out.

GLENN: Well, he's very good.

He's very good at knowing where people's weaknesses where R.

I think that's one of his -- one of his real skills in negotiating.

He knows what the other side is thinking. And what they're afraid of. Let me -- let me ask you this: Are we -- is this going to turn into something?

EZRA: Well, you know, there was some booing. There was a hockey game going on.

GLENN: Oh, no. We're very well aware of it.

EZRA: Some people are very startled. The idea of fighting with Americans is unthinkable.
Really, you almost can't tell the difference between a Canadian and American. Words like about.

GLENN: Right. How long you'll wait for health care. Yeah. There's just a few things.

EZRA: There are some differences, of course. But I can't think of two countries that are more similar.

GLENN: Right.

EZRA: So the idea that we're in some battle with America, it's confusing. But here's the thing. Let me say a quick thing about the 51st state. You know how California, is this huge electoral college that always goes Democrat every time. Let me say this to my brothers in the United States.

You don't want another 41 million people who will vote Democrat.

GLENN: Oh, we've made that point. We've made that point. That's...

EZRA: I myself, would be a Trump supporter. And maybe the problems of Alberta, from where I am, would.

GLENN: Right.

EZRA: And, by the way, I know you have some challenges from Spanish bilingualism. You know, it's French. Get ready for French to be spoken.

I'm just saying, you know, there are a few details. But let me tell you, what -- what actually matters.

I don't know if you know, but the -- our free trade agreement. That Trump renegotiated with Canada.

It will give us he went you want. We have 170 billion, with a B, barrels of oil in our oil sands.

And you have access to it. You have preferential access to it. And so when Trump talks about slapping that with a tariff. My phrase is, is it America first? You're the customer. You need to displace the conflict oil you're buying from OPEC. How about instead of slapping oil with the tariffs, that's just going to your refineries? We're the number one source of American oil under America. You make about half of your own oil in Texas and other places. But the other half, we're your number one source. Then comes Mexico and Saudi Arabia. How about replace that OPEC oil with more Canadian oil?

And I know Trump is a deal-maker. Art of the Deal. How about do a 50-year deal with Canada?
You could buy every one of those 170 barrels of oil. 170 billion.

And that would last you 50 years. You would be able to displace every foreign barrel of crude. $13 trillion deal. That's a bigger deal than Greenland. You have access to your oil. It's yours.
Most of the companies operating there, are American-owned. The Canadian companies are all listed on your stock changes.

You own the companies. American all the way down.

GLENN: Right. Right.

EZRA: And you don't want China to get access to that oil? China is poking around Canada's oil. What does China want? China wants to you push Canada away. Don't. Don't, don't do it. And I just, I think Trump is shooting at Trudeau, but hitting us. Don't do that. Look, I have a creative way to get back at Trudeau. But don't do it by attacking Canada.

GLENN: What's your creative way?

EZRA: Well, I'll tell you, I mentioned before that Justin Trudeau has said that Canada has committed a genocide against our native peoples. But he says that in the present tense. He says, we are committing a genocide.

Really? That sounds like a crime against humanity.

What about issuing an executive order saying, taking notice of Justin Trudeau's confession, that he's presiding against over a genocide, we hereby put sanctions on Justin Trudeau and his cabinet.

They may not enter the United States. They may not fly over our country. They may not do this. So just like Trump is doing with that international criminal court.

GLENN: Yes.

EZRA: They wanted to arrest Netanyahu. If you smack Justin Trudeau around, he loves going to New York. He goes down to New York and parties.

And he sort of does what happens in Vegas, stays in Vegas. Trudeau loves going to America. If you took that away from him, Trudeau would be floored.

Go after Trudeau. You want to punish Trudeau, me too. I've got some ideas. But Canadians -- get all the oil you want. Let's be good friends. And, by the way, you do a 13 trillion-dollar deal to buy oil for 15 years. Now we have money to build up our own forces. And be our best buddies like we were on D-Day. But we were in Afghanistan.

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