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

“He was one of ours, and he was taken”: Megyn Kelly remembers Charlie Kirk

Glenn Beck and Megyn Kelly remember their friend, TPUSA founder Charlie Kirk, a day after he was assassinated at Utah Valley University. They also discuss the manhunt for the killer.

Transcript

Below is a rush transcript that may contain errors

GLENN: Yesterday was such a surreal day. I was getting to record my special last night. It was in the afternoon. And I'm sitting here in my studio, and I look at the stairs through this glass door that I have here. And my wife is on the phone, and she's standing in the stairway.

And she has her, her hand gripping the stair rail. And I could see it in her eyes, she was on the phone. And I could see confusion, and I could see trouble.

And in my ear, I'm hearing, five, four, three -- and I said, "Stop. Stop. Stop. Stop. I need 30 seconds. I need to talk to my wife."

And I motioned for her to come in. And in a confused and dazed sort of way, she kind of stumbles into the room.

And I said, "What's happening, honey?"

And she said, "It's Cheyenne."

I didn't know what that meant. As a dad, you can imagine. I said, "Is she okay? What -- what's happening?"

She meant, it's Cheyenne on the phone.

Cheyenne had just gotten past the crush of the crowd. She called her mom. She said, "Charlie Kirk's just been shot."

"What?"

She sent me some video, and I knew it was true, but hoped for the best until a few minutes later somebody else sent me video that I hope you did not see, of the bullet striking him.

It must have been like what it was when you first saw the Zapruder film, or if you were standing in the Grassy Knoll. You just knew.

I was on with Megyn Kelly, and we were holding on to the hope that he was somehow or another going to survive that. And Megyn said at one point, I don't know why I'm not announcing what everybody else is announcing. But I just can't.

Megyn joins us now. Hi, Megyn.

MEGYN: Hi, Glenn.

GLENN: What a weird 24 hours it has been. Where are you this morning, in unraveling this knot in your head?

MEGYN: I still don't have my arms around it. I -- I don't feel like I've totally digested the fact that he's gone and the way in which he was taken. You know, Charlie truly was such a larger than life figure. We say that term. But it -- it was true about him. At six-five, he truly seemed larger than most of us. And he was, in his gifts, in his tirelessness. And just knowing exactly where the scene. Every story was.

And his raw courage. So many times. We like to think we're courageous in our commentary. You look at Charlie, and you think, now that's try courage. He -- he would just say it like it was.

The things you might be thinking in your head, but you might not want to say explicitly, he said. And he took a lot of slings and arrows for it and was demonized for being all the terrible things, as opposed to people taking him on and saying, "Does he have a point?"

GLENN: You know, I said earlier today, you don't kill the weak. People don't want to try to heal. They just want to speak in anger at times. And anger is part of the grieving process. And I know I'm angry.

But Charlie would face that anger. And what people think is weakness, by showing love and compassion and listening and just having a decent conversation, that's one of the reasons why he was killed. He wasn't -- he wasn't killed because he was weak. Just like Gandhi wasn't weak. He -- he -- he was killed because he was effective.

Megyn, where do we go from here?

She dropped. Can we get her back on the phone. I got an email from somebody today. This morning.

And I want to share the email. I won't share the name. It's short. But I -- I also think I should share the -- my response. Because I think it's how most of us feel.

It -- it comes from a very well-known conservative leader. Glenn, I am devastated this morning.

I am in deep mourning for Charlie. I am in mourning for his family and our country.

And I don't know how to surface from this. I don't know if I do either.

But I would like to share my thoughts with you, a little later on. Megyn is with me.

Megyn, how do we process this? How do we surface from this?

MEGYN: You know, I think as many lost -- we -- we all have to go through the denial and the bargaining. You know, I'm still refreshing my X account, like hoping somehow there's a reversal. You know, like somehow it was all wrong. Somehow we got it all wrong. You know, sometimes the media gets it wrong. It -- it's absurd. We know what the answer is.

But that's a natural reaction when you had a sudden loss in particular. And anger is completely appropriate now too. It's completely appropriate.

You know, we are going to catch this guy. You know, that FBI presser they just held which is very encouraging.

They -- and two things that happened this morning that are of note, Glenn. First, Steven Crowder who is very solid on his law enforcement leak reporting. He has -- he has a proven track history. He's the one that got the manifesto from the trans shooter in Nashville before anyone else. And that's not all.

He's had other leaks, posting a document saying he received from an ATF source on the investigation.

And that says that they retrieved the gun in the would see, behind the campus. Wrapped in a towel. And that there were three unspent cartridges in the gun. That had transgender and antifascist ideology. Something written on them.

Now, that piece of -- that last piece of it was not confirmed by the FBI at the presser they just held, but every other thing was.

The Crowder report was confirmed in every detail, including naming the kind of gun. He had that right. He had the location right. He had the trail and the tracking of the suspect right.

They did not volunteer the business about what was written on the cartridges, nor did anyone there ask. Because those reporters almost certainly don't follow Steven Crowder because those reporters will probably tell you, he's not to be trusted.

Now, this is an early report. And it could turn out to be wrong. But that's the update as far as we know it.

And the FBI revealing that they have a picture of him, that they did, of course, track him on his way to the shooting spot with surveillance cameras, of course, on these college campuses. We would expect that in dorms or class buildings.

And they appear confident. At least to me. That they've got the guy. And if they've got the weapon, Glenn. Well, they may or may not have fingerprints.

But they almost certainly have DNA. They almost certainly DNA, which I'm sure they're uploading right now, into every database, they can.

You know, within we saw -- they're not supposed to use the public databases. Sorry, private like 23andme or Ancestry.com. Though, in Culverter (phonetic), they did. And that is how they found Culverter. Sometimes they do.

And even just a public database of DNA. Can lead you at least to a family member somewhere near a shooter or suspect. And then it's just a matter of charts and a few hours in getting to that person's relative. So I believe they will find the shooter.

And then we'll know the ideology. And then we'll have a place to put some of the anger. Like, an explanation or something that will help us understand what deranged person. And I don't mean that in a clinical sense. Did this yesterday.

I just feel like, I don't know where to go, until I figure out who did this and why.

GLENN: It was about midnight last night, when I talked to the president.

And he was very clear, that we will find whoever is responsible for this. And justice will be served.

He was extraordinarily confident in that. Which gave me an awful lot of hope.

I don't know if you saw his speech last night, that he gave from the oval.

But I thought -- very powerful. Hit exactly the right tone.

Hit exactly the right tone.

But I think the days of us fooling around and nibbling at the edges. I think those days are over.

MEGYN: I agree. And one of the things that Trump said last night that was so good was, he used the word "terrorism." That's exactly right. You know, that's -- that is how a lot of us are feeling.

And I know you've had the same experience I've had in the last 24 hours, Glenn, where virtually everybody I know in the media business has reached out. I think there are a lot of folks who are in Arlene, in particular, in conservative media, who are very rattled by this because he was one of ours.

And he was taken. You know, he -- obviously, we all have concerns about personal security now with the shooter at loose. You know, at large as well. But I just mean that -- like the betrayal and the need to rise up and protect ours. And the people we value and love.

You know, this is like -- I don't want to say a call to arms. Because I'm not encouraging violence. But, I mean, a unifying call for us to stand shoulder to shoulder and stand up.

GLENN: Yeah. It is absolutely a wake-up call. To anybody who thought, you know, "Oh, it's just going to pass us by," it's not. This is -- this is the call of our age. And how we respond, is going to determine the future of freedom in this country. But I have great confidence that we will respond just as we did after 9/11.

We responded with conviction. We responded with an intelligence sort of way. We overreacted in some ways, that I would like to avoid this time.

But we came together as a nation, and did what had to be done.

For the preservation of our nation.

Now, if we can have the moderation lesson learned this time. Perhaps we will be good. But I think the days of Antifa not feeling any ramifications for their work and others, those days are over! As of yesterday.

Megyn -- I just -- go ahead.

MEGYN: Go ahead, Glenn. I was just going to say. One of the things we did after 9/11 was when the stock market opened two days later. We -- we all bought stocks. We just -- it could have been a 5-dollar to being. But everyone did it to send a message that the financial center would stand. And I think we are going to see a reaction on college campuses when it comes to free speech by conservatives unlike we've ever seen before. In a similar vein.

GLENN: I agree. I'm proud to stand shoulder to shoulder with you, Megyn. And be in the trenches with you all the time. You are a light in a lot of darkness. And I appreciate our years of friendship. And everything that you've done for the country. Thank you!

MEGYN: Likewise, my friend. Thanks for having me.

RADIO

“Our country has changed forever”: Charlie Kirk's BlazeTV friends reflect on his death

BlazeTV hosts Liz Wheeler, Steve Deace, and Allie Beth Stuckey join Glenn Beck to reflect on the assassination of their friend, Charlie Kirk. They also discuss where the conservative movement goes from here and what they believe the impact of his death will be.

Transcript

Below is a rush transcript that may contain errors

GLENN: I spoke to you yesterday. And we were both pretty raw at the time. How are you doing this morning?

LIZ: I -- I am in a fog of grief, Glenn. I think that a lot of us are -- it still feels very unbelievable what happened to our very dear friend, Charlie Kirk. I feel like I'm floating up outside of my body in a sense, watching all of this unfold.

It's quite something to see the reaction, from the American people over this assassination. I think you're correct when you say that our country has changed forever. I think this is one of the most significant -- not just political assassinations, but political events that we've experienced since the inception of our country.

And I think I've been praying about this, since you and I spoke for so long yesterday.

I've been thinking about this endlessly.

Obviously, on my knees, praying for sweet Erica and Charlie and Erica's two babies. But I think one of the things that's happened in the last 24 hours is people in our country, and I don't even want to say conservatives.

I don't want to say right-wingers because it's not just that, have realized that Charlie is so normal. He's not radical. He's not extreme.

He's not bombastic. He's not edgy. He's just a regular guy. And he's kind. And they killed him because of those beliefs and opinions, those principles and values, Glenn, that we share with him.

And you and I work in this industry, and you've written a lot of books about this political enemy that we face, and we talk about it a lot.

But for the majority of the American people, this is the first time, Glenn, that they're realizing, exactly who this political enemy that we face is.

And it's jarring, and it's gut-wrenching. Because they realize, that just as easily as they assassinated Charlie Kirk and are now dancing on his grave, they want to do that to us, too. (crying)

GLENN: Liz, I -- and I know you do. I have such faith in the Lord. And I know -- I don't know how our lives end.

I don't know how things work out. But I know everything that happens is used for his good. There is no way to thwart God's plan. You can make it -- you can make getting there harder. You can make getting there more painful.

But if we trust in him, great and glorious things are going to happen. Because of this.

LIZ: Charlie once said --

GLENN: Go ahead.

LIZ: Charlie once said, when someone asked him what he wanted to be known for the most -- and he wore a lot of hats, so he could have picked a lot of different accomplishments and identities. And he said he wanted to be known for his faith.

And that's -- it's so powerful. You and I are clinging to God right now. Everyone sitting here with us is clinging to God. I'm literally sitting here, gripping a rosary as we talk. Evil happens in our world, and we all ask that question, "Why? Why does God allow bad things to happen to good and innocent people?"

And, you know, as Father Mike Schmitz reminded us yesterday, "When evil happens, that is not God's perfect will. It is God's permissive will, which is very different."

God allowed Charlie's death to happen, but he did not want it to happen. God values human freedom and can bring about a greater good through these allowed events. But God does not allow evil. He uses it to achieve his higher purpose. When sometimes we don't know what that is, and I -- I'm human. I find it very difficult not to have an immediate answer to, "Okay. What is that higher good?"

But it could be testing faith or demonstrating compassion, teaching people how to uphold his perfect will of good.

And if God were to remove evil from the human existence, he would also be removing our free will to love him and to love others. And he knows that despite the evil that he allows to exist in the world, this greater good can be achieved for eternity, which is where Charlie is now.

And, Glenn, there are a lot of bad people online right now. You know, celebrating Charlie's death and saying how ironic it was, that Charlie was killed by a gun when he was a champion of gun rights. But you want to know what the real irony is? The real irony is that Charlie, at this moment in eternity, I guarantee you, Glenn, is praying for those who did this to him.

GLENN: You know, yesterday I said, "I think I might have done the hardest things I've done. I walked to the front gate, and I lowered my flag to half-mast for a dear friend."

And I think that is going to be easy compared to the forgiveness and the compassion and the restraint that is going to be required from all of us in the coming days. I think that's going to be very difficult. And I don't know how you do it, if you don't have God.

LIZ: I don't. I can't imagine moving forward without God. The Bible says, "He is my rock. He is my refuge."

And I can tell you, that that's the only thing that's helping me swim through this fog.

Charlie was such a good man, Glenn. Such a good man. You know, he once actually hired me -- this was a decade and a half ago. He hired me to work for Turning Point USA, but I wasn't going to -- my start date for starting that job wasn't going to be for, like, three months down the road because that's a new financial cycle. And in the interim after we had signed that contract, but before I had started, I got offered my first television job on OIN. And so I preemptively quit on Charlie.

And I remembered talking to him. And saying, "I know this is such a sucky move for me to preemptively quit on you after we had agreed. But, Charlie, what would you do?"

And he was so gracious, Glenn. He was so generous. He said, "You are -- you're going to kill it. You're going to -- you will use this platform to glorify God and save this country."

And he was always so encouraging. Yesterday, I was looking back at our text thread, because for as busy as this man was, he never neglected talking to his friends.

And during some of the most challenging moments in my public life, who was texting me encouragement, but Charlie Kirk? This -- it is hard to think about how to move forward, but one of the things -- and I know that it's hard to articulate clearly in this moment. But one of the things that I know with crystal clarity at this moment. Is we are not going to be silenced by an enemy who harms us.

We are not going to back down. We are not going to be quiet. We are going to honor Charlie's legacy. We are going to care for and love Charlie's families.

We are going to understand in a clearer sense exactly what we are up against. And it's going to -- with God on our side, it is going to lead us to victory, in a way that our country has not yet experienced. Because we do have this binary choice.

The left wants violence. The left wants Civil War.

The left wants to hurt us and kill us.

But what's going to happen instead, is these people in our country. People who are politically apathetic. Or lukewarm liberal. Or maybe right-wing, but not that active in politics, the same thing is going to happen as a result of Charlie's assassination. That happened after the Black Lives Matter riots.

Or after the COVID vaccine mandates. Where people realized that the other side does not want the best for us.

That the other side, during the Black Lives Matter riots, was willing to falsely accuse us of being racists when that wasn't true. Or during COVID, to tell us that we couldn't go to church and worship God. And we had to take their medical products because they said so, and they didn't care about the harm. Glenn, this is that, times one thousand!

People are now looking out across our country, realizing, that there are subversive forces. And not just a radical lunatic madman incident.

There are radical forces who want to kill us. And the awakening that is going to happen, the eye-opening, you are going to see churches filled with people turning to God. You are going to see politics, a swell of good people, who want to stand for normalcy, and common sense. Two million, 5 million, 10 million Charlie Kirks are going to be minted because of this!

And that's hard to picture in this moment, and there will be hard choices to make because we're angry right now and the left is taunting us, but I have so much faith. I have so much faith in what Charlie did and in the prayers that he is going to be bathing our country in now from eternity.

GLENN: I want to spend a few minutes with another friend of Charlie Kirk's and a good friend of our program and -- and mine. Steve Deace, who follows me on Blaze TV. Steve, I know it has been a hard 24 hours. How are you holding up?

STEVE: I'm pretty devastated. I think I have sobbed more, Glenn, in the last 18 hours than I probably did since the night of my own conversion.

GLENN: Hmm.

STEVE: I'm angry, as I know a lot of people are. And there will be a time, after we -- we need to mourn, first, Glenn. Because otherwise the anger will come out destructively. And it needs to come out, but constructively. And I think we have to mourn first. I think Charlie's legacy as a father, husband, friend, patriot merits that. And I think TP USA and his family need that.

In the not too distant future, we're going to have to get the message that was sent here. He was the best of us. We saw him behind the scenes or in public, genuinely kind, generous.

I -- I -- too many pastors and ministry leaders thought they were too good for Charlie and TP USA. Didn't want to get their hands dirty, and claimed they were being super friendly. And yet, he was the one that sought out the seekers. He went to the places that those nicer than God pastors didn't go to. And he took the bullet that, frankly, that's part of their calling. That they're supposed to take. And I hope in a good way, it shames some of them this morning. That they wake up and they realize, that they have slept on the job. And that's judge somebody like Charlie had to do their job for them.

And as Charlie, you know, named his own organization.

This is a turning point. We're never going back to the way things were before. What we do, next, will decide whether or not they are better. And as one of Charlie's biggest -- biggest supporters and donors texted me this morning, we can only pray that out of one, many will rise up.

GLENN: That's a guarantee. That is an absolute guarantee, that that is going to happen.
You know, when the tyrant is killed, his reign is over. When the martyr is killed, his reign has just begun. And make no mistake, for liberty, Charlie Kirk was a martyr. He was assassinated and martyred yesterday.

And -- and, you know, I -- I -- I -- I think -- I hope, that America -- I wish America could know him the way we knew him.

Because he was a -- he was such a generous man.

STEVE: Uh-huh.

GLENN: It didn't matter who you were, or what rank in life you were, if you needed help, he was there. And --

STEVE: Yep.

GLENN: No matter how busy he was, everything stopped.

And he would help you.

And I saw it in him over and over and over again. And I wish people could see that, because it -- you know, this cartoon character, where they're making him into this bomb thrower, he was anything, but.

I mean, he would have the greatest conversations with people. I mean, I could have done it. I couldn't do it. I couldn't sit through that nonsense. But he could!

And he could logically and peacefully have a great conversation, with people who despised him. And that was so important for the healing of our nation. And I really think that that's one of the reasons that he was killed, not just because he was effective at what he did, but because he was healing us. Something that is really vital to happen. He was healing all of those divides.

STEVE: I couldn't have said it better myself. And if you just look on social media and see so many people in our movement, who have such incredible -- people I don't know, people that don't know me, such incredible testimonies of everything you just said in their interactions with Charlie.

You know, we had a very divisive presidential primary. And to be honest, I didn't always handle it well. One of the first people I heard from when it was over was Charlie. And he texted me, and he said, "Don't give up. We need you."

He didn't have to do that, he won. And he's got the bigger platform. He's got the bigger show. He didn't have to do that. But that's the -- those are the kinds of things that leaders do.

And the void that is left here is massive. And at my lowest point I've ever had in my faith, the Lord said something to me, that will stay with me the rest of my life. And he said, "Steven" -- I'm sorry.

"Steven, I need apostles, not assassins."

And I want to share that with your audience because to win the fight that will come after this, that is what will be required. If you know me, this isn't about being a pansy. The apostles rebuke. But they don't seek revenge. The apostles confront. But they don't condemn. The apostles did something that Hannibal couldn't do.

No other civilization in the fertile crescent could do, they conquered the Roman empire. They set the stage for Western civilization. And they did not do it because they were passive, and they sit on the sidelines, and they were nicer than God. And they wear pleated khakis and Hawaiian shirts year around with sweater vests.

They did it because they got their hands dirty. They did it because they did the kinds of things we saw Charlie do: Build infrastructure.
Direct, lead, guide.

I mean, we would have to have a literal conclave, Glenn. And literally, everyone in our business and movement. And come up with divisions to do all the various things Charlie himself was leading and doing in that organization.

I told Charlie at dinner recently, "It's like, you were like, if Rush Limbaugh and the Heritage Foundation had a baby. This is what you and TP USA are."

And that's what it's going to take to fill that void. But I can't -- I'm sure with the size of your audience, my inbox -- my wife is going through it, as we speak, it is full of people. You were right. I have to get off the sidelines. I have to do something. My buddy Sloan over at TP USA texted me yesterday, he goes, "You know, I can't tell you how many pastors we're hearing from. They thought they were too pious for us. Too good for us.
And now the stakes have been raised. They're getting it."

And I'm just so sorry, that it took two little children and their -- and their mom's family away from them for two -- for more people to get the message. And I want to -- I want to specifically challenge my generation, Gen X, no more grunge. No more, we're too cool for school. No more, "Well, everything sucks. Nothing we can do." No more.

That was a 31-year-old man doing the work as a young father and husband, frankly it wasn't his time to do yet. He has other primary duties that he should have been given the benefit of devoting to as a husband father, but our generation has set on the sidelines for too long. We must lead. It is our children now that are grown, that are leaving the nest. We are the ones with the free time.

We are the ones with the discretionary income. It is our time now to leave, to stop bitching and complaining about boomers. And I say that to me more than anybody else.

And to stop looking around like we're still listening to Pearl Jam and Stone Temple Pilots and Sound Garden, and nothing is going to get better. It is time now to lead. This is our moment.

And we are the ones that are in a place to do this with the positions of our families and with our productivity and prosperity. We have to step to the forefront now.

GLENN: Such great good will come out of this, Allie.

I know this is a tough day for you, and thank you for joining me.

ALLIE: Yeah. God is in the business of redemption. He's in the business of thwarting Satan's schemes. He's in the business of bringing beauty out of the ashes. He's in the business of bringing glory to himself, and bringing people to himself.

And if Charlie had had the choice, if someone had been able to come to him and say, okay. This is what your death will accomplish, it will accomplish more people hearing the gospel, it will accomplish more people waking up, I know if Charlie had had that choice, he would have said yes. He would have said, "Yes, Lord, send me." And not only would he have, but he did.

He went into the lion's den, and now he is with the lion of Judah. Now he is with Jesus. And everyone is going to know who he was and why he lived and the gospel that motivated him. And that is the only thing right now that is giving me any hope or any peace or any comfort.

GLENN: I know that all I could think of yesterday was how glorious the greeting must have been on the other side. You know, good -- "Well, done, good and faithful servant."

ALLIE: Yes, absolutely.

And before any of us heard the news, before his sweet wife Erica got the phone call, he was already hearing those words. And I am so happy for him.

I'm so happy that he is with the saints and the martyrs and the persecuted through which the Church of Christ has been advanced for millennia. I'm so happy for him. I'm so sad for us. I'm so sad for us, having gained an incredible person. But we -- we lost a huge presence.

GLENN: That's how I know when people have faith. They don't weep for the dead.

They weep for the lost to themselves and to the world and to the families that are hurting.

They -- they mourn that loss on themselves. But they -- they -- when they think of the person who has died, they know exactly where they are.

ALLIE: Yeah.

GLENN: And with Charlie, I -- I -- I -- I mean, I knew him when he was 17, and he was a good kid, but what a change happened to him.

He -- he was on fire for Christ, on fire for that.

ALLIE: Yes. Absolutely. He grew into over the past five to ten years, such a theologically deep and apologetically astute man of God, as he became a husband, as he became a father, as he became even more of a warrior for truth, and that is really what -- that's what inspired me.

And when I heard the news yesterday, I thought, my thought was, that's it. I'm done. I'm throwing in the towel.

That is it for me. I'm not -- I'm not willing to do this anymore.

And then later after he died, I went through some of the texts that he had sent me over the years. He was always sending everyone. All of these friends. These very encouraging texts.

And he sent me this article from a liberal outlet, that of course, had taken some jabs at me. That had made me anxious. And he said, "Well done. Keep slugging."

And I just know that if he were here, that's exactly what he would say, not just to me, but to all of us.

He would say, "No. You can't get out now. You got to keep going. You got to keep going." That's exactly how he would feel, and that's exactly what he would tell all of us.

GLENN: I've received so many emails from people who have said, "I don't know how to get back up again."

ALLIE: Yeah.

GLENN: And I don't know what to tell them other than, faith in God. Faith in God.

ALLIE: Uh-huh.

GLENN: I think if our side, if you will -- boy, I hate that in this context, but if -- if we didn't have God, we would be very much like the left right now.

We would be mired in anger and -- and screaming for vengeance and it would be a really ugly place today.

ALLIE: Yes.

GLENN: If -- if we didn't have God.

ALLIE: Yes. And if Jesus wasn't raised from the dead, like if he wasn't resurrected, then we don't have a hope of a resurrection. If he didn't defeat death, then we can't defeat death. If Jesus didn't live forever, then we can't live forever.

And that's exactly what Charlie always preached. What he always posted on X. What he always said, if you were to be able to text him right now. And say, "Look, Charlie. I've got this really tough thing to talk about today. And I don't know how to say it. I don't know what to say. What are your thoughts on it? What should I say?" I know exactly what he would say, the one word he would text back, and that would be, "Jesus. Just tell them that. Just tell them that Jesus is the only way to fulfillment." That is what he would say. People may not realize that. Every time he went on a college campus, he wasn't just talking about capitalism or Donald Trump, and all those things are important. He shared the gospel.

GLENN: No.

ALLIE: He knew that every single person that walked in front of him, was made in the image of God with a soul that was going to live forever, in one of two places. He desperately wanted the people who hated him to go to heaven. And I just pray that I can have that same boldness for the rest of my life.

RADIO

Charlie Kirk’s Legacy: Courage in the Face of Hatred

Glenn Beck pays tribute to his dear friend Charlie Kirk following his tragic passing. With raw emotion and deep conviction, Glenn reflects on Charlie’s courage, faith, and unwavering commitment to truth in a world that often rewards lies. Drawing parallels to America’s founders, soldiers, and first responders, Glenn reminds us that Charlie’s life and legacy demand an answer to the question: “If not me, then who?” This episode is both a remembrance of Charlie’s extraordinary life and a call to action for all of us to stand firm in faith, defend truth, and carry forward the torch of courage that he so boldly bore.

Watch Glenn Beck's Full 3-Hour Radio Show from September 11, 2025 HERE

Glenn's Show Prep

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Here’s what we know about the suspected Charlie Kirk assassin

“He was one of ours, and he was taken”: Megyn Kelly remembers Charlie Kirk

Transcript

“Our country has changed forever”: Charlie Kirk's BlazeTV friends reflect on his death

Transcript

Charlie Kirk’s Legacy: Courage in the Face of Hatred