Tricia ClarkeStone Antoinette Clarke Double Down On Success With Boldness Badassery More


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Breakfast Club morning everybody is DJ envy Angela Yee Charlemagne the guy we are the breakfast club we got some special guests in the building yes indeed Tricia Clark and Tricia clock stone and Antoinette stoned I say that right correct him she's Tricia Clark stone because she was married and kept the name because I guess she likes it all right so let's talk about double down now first of all I just want to say I've seen them around and known them for quite some time and I know you guys as powerhouses in this industry right behind the scenes I've done some work with you also and I was excited to see that you guys are coming out with a book so let's talk about double down and what it actually means because it is physically like doubling down as in blackjack or you know playing cards exact totally is we first we wrote the book because we wanted to democratize success for people that look like us and that was kind of the main focus when we actually sat down to do it when you think of doubling down it's about surveying your professional and creative landscape and then really figuring out a place where you have an opportunity with a couple advantage and then going all-in so it's going all-in on the edge that you got always wanted to do the same things know so I work for CBS I run their branded entertainment division and and then I started I started my career at hot 97 so back in the day at MS I was a salesperson you you were there when I was couple years ago yeah it was years ago selling radio spice moved into the digital space then Russell Simmons hired me to run his digital company so I was the president of that did you know before that Global grind and they got it to a point where as profitable we sold it and then he was like okay what do you want to do now and I was like I want to start my own company so he gave me the seed capital to start my creative and tech agency you guys have partner yes so we're partners and then we actually sold it to will Packer the filmmaker two years ago also Nicole Bitchie you know that stuff was party oh yes so that was the first acquisition and then he acquired Nicole after okay all right so let's talk about how different you two are because even though you guys are twins and grew up grew up doing similar things like you talk about flipping these guests sweatshirts yes when you were in school in Catholic school so talk about that and that kind of idea that you had where you saw a space that you felt like you could make some money and then that's when you took a risk and said we're gonna invest our money and flip these guests sweatshirts yeah so we basically saw space and market for girls to want what we wanted at age 14 yes yeah because we were rocketed so bad that was my guess was in style and we went to Catholic school so there was dressed down there what's cool bishop Carney so I dressed on day you you brought it so we were like what if we can sell guest sweatshirts to the girls and there was a store on the Upper West Side in the city that was selling it for a discounted prices so we were like let's pull together our birthday money and holiday money and put together like 400 or $500 and buy a bunch of sweatshirts and then we ended up wearing it to school we had the rest of our backpacks and everyone's like oh my god we love that well we love that well let me go through you and you know when we sold it and then we started doing that yeah and then you talked about going to college and even starting this whole event and this is interesting to me because I think it's always great right in business but you see a void and you and you collect the white space and you're saying how can I fill that void right so you went to college and you continued that entrepreneurship spirit right so we went to Skidmore College together and it's in Saratoga Springs so it's like an hour to mark college so it's since our Joker Springs it's like an hour north of Albany and basically it's you know tons of bars but no vibe so we would go out on Thursday or Friday night and it was the same bar beer no DJ no rock music or ladies there was this one spot and this black dude was always in front and we would pass by - you'd be like hey twins what's up and they would be playing Biggie and fab like all the hot stuff at the time so we went over to him and we were like what if we brought the skidmore kids here was like there's no way the skidmore kids are gonna come here cuz Skidmore was mainly white and we were like no what if we get them to come so Tricia and I decided to put together a Thursday night party so we created invites and we plastered them all over we got a DJ and basically that became even after we left like the preeminent Thursday night party force kid markets and you guys made some money and always money we got to stop our library jobs yeah cuz we were working in the library to make money i'ma say we didn't have to go to the library anymore we got a type of twins that dressed like each other we did when we were younger our mom did that to us well now we like it because it's good for throwback Thursday photo and we have similar styles so I'll go shopping and then she'll show up with the same thing the next day which is annoying career wise called the very wise Oh cuz I also started as a producer okay so I started I'm gonna date myself - my first job out of college was at the Montel Williams Show okay so I was a production assistant worked my way up to producer then went on to work at the Rachael Ray Show the Tyra Banks Show exactly and then I decided to switch switch careers to branded entertainment cuz I feel like I didn't have a balanced life having someone parallel to your life and you're saying oh she got married she bought an apartment and I'm like I have my little apartment with my two Emmys but no personal life no relationship so I felt like I wanted to pivot still say in media but have more control over my time so that's when I started working for Martha Stewart's company and I ran her branded entertainment division stay there for a little while and then I've been at CBS now eight years now you guys also discuss the different ways that you can be successful right you can be an entrepreneur start your own company or you could work within a system yeah and so that's where the difference came in for both of you right yeah and I think when you look we the book is based on our eight principles but it shows that you can define your own level of success so answered it took a path where she's more of an intra entrepreneur and then I'm more of an entrepreneur where I start businesses to drive change and she steers companies to really drive change mm-hmm right so let's talk about you Trisha and what you've been doing because you did start off at MS yeah and you actually might not have been quote-unquote qualified at that time for that job but how did you get that job and then where did you pay but after that yeah so a friend that we went to camp with see it goes back to relationships and connection actually a friend that we went to like day camp with when we were younger she was working at hot 97 she was an assistant oh shut up Jamie goals range and I called her up and I said hey I would love I love radio I love music I want to get into sales so she gave my resume to the folks at ms and I basically pitched them on the fact that the parties that we started that's good more because they were like you have no sales experience I'm like every week we filled a spot with over 300 people so I had to figure out how to get people there and that was selling and they bought it and hired me within two years I had amassed a great book of business new business golden crust was my first client and you guys had to make in I remember going on making the d-train up to the Bronx and that was an account that no one at Emma's could crack and I was like I'm Jamaican I'm gonna crack this so cracked it um build up my book of business and I remember the general manager at the time was like you know you're doing so well and I was like great I'd love to get more agencies and more accounts and she was like no you have to pay your dues you have to follow this track and remember one thing distinctly she was like do you think you're like this guy it was an older white gentleman that was on the CD 101.9 sales team and I was like I don't think I'm like him and she was like look at his age he had to be here to put in a lot of work to get where he is so you have to take look at what he's doing and I was like but I don't write no you don't I certainly do not so after that conversation that's why I said how can I get it how can I gain a leg up I'm not as old as these people I don't have the level of experience and that was the dot-com boom when boom was happening so I basically left and went to go work at excite mm-hmm and at that time now I'm dating myself that was when AOL and MSN was really big excitement like gold-encrusted are you going to acting super Jamaican I was super professional okay because I was like and I led with creativity because all the other radio salespeople would go in and just try to sling airtime right and I was going I went in with a commercial already written for them and usually you don't do that until you get the deal so I leaned into creative innovation and almost acted like I was their agency and then I got I remember was a $60,000 commitment in a book you say you you you most need to work backward from where you want to end up what do you mean by it a lot of it is to manifest it right so we talked a lot about it's not about wishful thinking it's about lists for thinking we write lists for everything so we think once we put it on paper we see our trajectory and we hold ourselves accountable so when I was 21 coming her out of college I said I want to be a producer and I wanted Emmy by the time I was 35 so no matter how many long hours I'd to work late nights weekends I've been on four kids I was on four cancelled shows I never gave up cuz I had my eye on the prize and that prize was getting that Emmy and then by the time I was 32 I had won two and you realize all that's part of the process we're all about being legendary not temporary they either so and you have to you have to not let the status quo kind of beat you up and tell you how you're supposed to do things you have to find that now you guys have always also had a sense of style throughout your entire career do you think that plays a part and how people perceive you how important is that when people come in and you know we don't want to focus on how we judge somebody based on how they dress are their appearance but what are your thoughts on that I think fashion is huge some people may say it's frivolous and don't get caught up in that fashion is your armor so that's the first thing people see as soon as they see you and this extension of who you are and your brand one of my first job Montel Williams Show I got that because when I I went in for an informational interview they didn't have any positions at the time and as I was leaving the informational interview the EP had a full glass window to her office she saw me and she came out she was like where's your dress from I love it so I started a 10-minute conversation with the EP two weeks later there was a PA had quit and she who was top of mine me right and it was because we started that conversation over the clothes and I stood out and ended up getting that job yes Mogu Monta I did edibles with Mattel before edibles were big so they would read because he was diagnosed with MS right when I started working there and he was a big believer and how much that helped him so he would bring like these candy bars he was he was opening up our minds yes I think a new company right now yeah I don't think Montel gets respect you deserve oh my god he was such a huge advocate for people of color being on television whose show was on for 90 day time exactly way before was installed to be a black man any time now being in spaces where there's a lot of it's a male-dominated industry that we're working in right how has it been for you guys as attractive women breaking into the spaces that you want to break into has it been a hinderance or has it been something where they are like okay we you know even just like her so let's just give her a shot or is it something where they're like coming on to you or is it I only see her as an assistant yeah I think it's a mix of a few things it's a mixed bag I've been fortunate where I've had a lot of male figures throughout my career that have believed in me maybe I got the attention initially because of my looks but then I put in the work so I think seeing that you're a full package is huge because Russell gave me a shot to become an entrepreneur like he gave me a sizable amount of money and then well Packer bought my company soon shoe you know amazing black men that helped raise me up and give me the opportunities that I had today I guess they got to see you for us right but I was gonna say it's it's a full package cuz I feel like once they see you and they're like oh she looks good she's attractive let's see if she has to back it up right and you did so that would that's me you're a full package yeah how do you feel about these allegations against Russell now because I'm know people are gonna ask you that because obviously you had a different type of relationship with him yeah so what do you what are your thoughts on that the Russell I know I've known Russell for 10 years now so the Russell I know I don't think was the same Russell he was maybe 25 30 years ago I only know what I was exposed to and it was always someone that supported me I remember the first day I started working for him he was like I work for you now what do you need me to do I've never been exposed to anything like that um so and I looked up to him for everything that he has created and that he's done for the culture he was a first for our culture and that's why I went to work for him because he's a man at first and I wanted some of that to rub off on me and learn learn from him so like I said I didn't I wasn't exposed to that version of him um so I could only speak to kind of what I want to what are you yeah what our relationship was like I haven't been working with you you did a campaign for a Pantene for Global grind yes and you came in and we did a whole content series they're amazing I remember that and you guys did I mean like honestly sure so you made me so comfortable I was like I really like her she's so and I that's important also to feel comfortable because as a woman you know a lot of times you go in those spaces and it's somebody who just doesn't get it who doesn't understand you who does it wants to make you do something but it was a really great shoot and I do think that representation is so important for me to feel like okay I'm comfortable it wasn't like the older white man frame right CD 101.9 is our culture yeah and I think that's a big huge thing I remember when I first started narrative I launched a campaign for Under Armour and it was all about how do I get them in the lifestyle marketing so on the lifestyle marketing side so I got Pharrell to basically create three custom tracks for this campaign that we were doing and I remember calling Pharrell's general manager and she was like Trish I don't know he's super booked this was before happy and no I'll make it super easy for him will create a brief so I laid out the package and two days later she was like okay we're in we'll do it so I think that's super important too if you're trying to innovate and go into new fields you have to have a level of confidence compassion for the people that you're engaging with and then she and yeah then the cool factor be knowing that you have knowing that you have good taste so that they can basically trust you and what your output is gonna be right who raised your mother father father mother mom she came to the States from Jamaica when she was 18 and we always say we were raised kind of by committee she was the youngest of eight so all of our aunts were in our business our grandmother raised us our four ons raised us as well and we like to say our mom was or dacite in heels and a Swiss Army knife so everything that came up she find a solution for and I feel like we picked up on a lot of those traits growing up too and then our Monica was the first boss lady we saw she was not only an entrepreneur but she owned a construction company so back then not only for an immigrant to come here and start a business but a construction company so I think their influence on us and their em immigrant mentality basically pushed us to want even more first yeah because I think they're driving desire for us to succeed was unmatched it was like the only way you guys can go is up and we truly truly believe that they made us feel like we were superheroes and we could do whatever we wanted yeah and the funny thing it made it easier because it was the two of us so we had that's why so much of the book is about building your tribe and focusing on deliberate cultivation and not passive accumulation because you're surrounded by amazing people but all friends and people aren't created equally so how do you sift through that and find people that are your gravity but also your elevation and we've been able to do that for each other so we wanted to basically codify what does that mean for you to be able to do what are you to be able to do so your father wasn't around he was around until we were in and out so they got divorced when we were five and then we we would see him on weekends and maybe there then he got remarried and counted in and then our mom had to figure out how to pair our high school tuition how to get us to dance class that's the thing she wanted to give us such a better life she sacrificed so much and the but the funny thing is they believe so much in the in the status quo when our whole book is about challenging the status quo and they were such victims of the status quo because they rely education was the most important thing to them that's what they told us back in the day because no one could take that away from you so their version of the American Dream was doctor lawyer or engineer and we were like we don't want to do any of those things so we trick them when we graduated from Skidmore they were like okay now you got to go to grad school because you need to get your secondary degree and we were like okay we'll work for two years and then we'll go back to school so then I looked at Antoinette and I was like we have two years to make what are how we gonna carve a path that they are happy about and feel confident that we're confident that we'll be successful at and then they let us be left to some they let us rock after that we got an asset I got you guys are doing pretty well pretty secure why I got three daughters so it's just like you know being intentional about raising smart strong yeah black women yeah and like I said obviously we had good male figures around like uncles and older cousins but we had a girl tribe these ants that basically did everything they could for us do you look at advertising campaigns now and look at what works and what doesn't work to you like is that how you view things like I don't know if that really connected with totally cuz I think for me it's four things that I focus on when I'm working on marketing campaigns it's connection so the why why are people gonna care why are they going to engage then its culture what is that level of cultural intelligence or the territories that you're really highlighting that will connect with audiences and how are you making it cool and then cutting-edge how are you doing stuff that hasn't been done before to really engage audiences and then code I lean heavily into technology cuz I feel like technology is really shaping and redefining how brands find their voice so I've done tons of stuff with a RvR AI all the acronyms and that was another thing that really created a point of differentiation for me when I started narrative because with Russell and I they thought oh she's black he's black you guys must be a multicultural agency and I was like no we're not one more than that yeah so leaning it to technology because technology has no color it really allowed me to be viewed as more of an innovation shop so people stopped calling us this multicultural agency and we amassed we did campaigns for brands like Under Armour JCPenney Cody fragrances so Tech has been a really big part of kind of like my white space now Antoinette for you right you talked about finding that balance between work and I think that's the problem that a lot of women have right working social life we feel like we put a lot of things on the back burner because we're so focused on getting that Emmy or you know making sure that we get on so get on this show that sometimes our social life takes a backseat how did you manage to get that balance and when did you realize I need that balance so IRA after 12 years of being on the production side and producing I realized that I wanted just more in my life like I wanted to find the man in my life and I wanted to potentially have kids so I just had to really sit down and figure out what how I was going to basically have it all because women can have it all yeah and I think we're socialized to think like oh well if you're gonna be a mom you can't have this career so that's why I made a conscious decision to go work for CBS it's more of a corporate structure but they're so supportive and now I have more time I'm the happiest I've ever been I'm still in media and a medium where I wanted to be and where I started I started in daytime because I wanted to tell stories to elevate women and have more women be on camera and I'm still in daytime I run the branded entertainment division for daytime so I think it's a matter of figuring out what your priorities are and basically having your checklist right and making sure you check off those boxes and if you feel like you're straying off obviously I had her as I was like a barometer or a compass like wait a minute she has that and not that you have to compare yourself to other people but see outside of your school right and if you want something you have to just go for it did you get it I'm confused that you because you said you wrote down everything else before and you got that correct so I I'm with someone I'm I'm not married and I don't have the kids yet but I have a more full life and I feel good at where I'm at yah-tchi yeah it worked for you though yeah we were married for eight and I always joke and said because the great thing about Chris was he he accepted our 2000 so close because well you get everything from her what do you need for me like because we came in so many so it's hard to kind of find that balance but but then it was like when we got married Chris was like I feel like I'm getting two wives I'm like but non-highway not the way you want it not the way most men would perceive it but he was and he always had to know you were talking to your sister about things and they're really exactly things are going wrong when they were going great right I was all in their business yeah yeah after she got the what did you say welcome back finally no let it go and book signings and let people know about the website or whatever it is yes so double down drops tomorrow to drop double down drops Tuesday September 10th and we can't wait to share with the world like we said it's all about democratizing success for people that look like us and the website is DoubleDown and i'm on instagram Trisha double-oh - and I'm net underscore Clarke any TTE on ask or CLA RK e I love like I'll finish our sentences it's like Jadakiss and it's a great book for anybody that is interested in business people who are just trying to figure it out in their life what do I want to do next is very inspirational for me I was there's a lot of things that I've been trying to figure out about what's the next so it was good to help me focus on this I appreciate it Double Down thank you yeah so is Trisha Antonette Stone yes the Breakfast Club good morning [Music]