RICH talks about how he does not like people shaming others. Rich has realized throughout his life that when people do get shamed it can have a profound effect on someone and can make them feel horrible. He realized though that when others like himself got shamed, it made them tougher. Rich also talks about how coaches, bosses, and teachers may say things that may look like or sound like they are shaming their athletes, employees, or students, but it’s only to inspire and teach them how to do be better.