Our guest on this episode is a powerhouse in the outdoor and business space, he's also a master of cutting through the noise.

Joining me is Baker Levitt Director of Strategic Relations at Black Rifle Coffee Company. He’s helped shape one of America’s most influential lifestyle brands, connecting hunters, veterans, and freedom-loving folks through powerful storytelling, sharp strategy, and unapologetic culture. From real estate and media to political consulting and crisis PR, Baker’s got his boots in every arena and he’s not afraid to speak his mind.

In this episode, we go deep. We talk about building brand loyalty, why simplicity beats complexity in business, and how hunting shaped his journey from chasing elk in Utah to giant Eland in Africa. Whether you're an entrepreneur, a patriot, or just someone looking to live with purpose, this one’s going to hit home.

🔑 Key Takeaways from the Episode with Baker Levitt

Build Culture, Not Just Products - Black Rifle Coffee succeeded by creating a brand people wanted to belong to. It wasn’t just about selling coffee it was about building a tribe of like-minded patriots, hunters, and veterans.

Simplicity Wins in Business and Life - Whether it’s PR crisis management or elk hunting, Baker preaches one principle: keep it simple. Most problems are made worse by overthinking; the right answer is often the obvious one.

Brand Voice Matters - A brand isn’t just a logo it’s the way you speak, act, and show up. Black Rifle's unapologetic voice resonated deeply with its audience and helped shape a billion-dollar company.

The Power of Serving Veterans - Baker emphasized the responsibility not just the marketing value of supporting the veteran community. Real impact means real cash, real conversations, and real service.

Hard Work Meets Opportunity = Luck - Baker’s success in hunting and business didn’t come from luck alone. It came from preparation, consistency, and taking the shot when the moment was right.

New Hunters: Just Go Fail - His advice to beginners? Get off the couch, go make mistakes, and learn by doing. Don’t chase perfection chase experience. And when it’s hard, remember: “You can’t kill anything from the couch.”

Africa is a Hunter’s Paradise - Baker shares why hunting in Africa is unlike anywhere else diversity, freedom, and the sheer wildness of it all. It’s not about inches; it’s about the experience.

Execute or Get Out of the Way - In business, he values execution above everything else. Ideas are cheap. People who can get things done are irreplaceable.

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