The Sanctity of barbershops and how a Silent Agreement is Holding Back Corporate Diversity

In this conversation we get to talking shop with Wil Shelton, barbershop that is. Will is a former barber and he describes the critical role barbershops play in African American communities. His experience led him to found Wil Power Integrated Marketing, a company he has grown into a global marketing agency which has helped over 100,000 business across the United States. We dive even deeper while discussing his book, The Silent Agreement: An illusion of inclusion where Will shares about the silent agreement African American leaders make in order to move up in biased corporate environments. A powerful episode. To find out more about Wil and his book, follow the links below.

https://www.wilpowermarketing.com/

https://www.thesilentagreement.com/

Imperfect Show Notes

While these notes are not perfect (computer transcription is still a work in progress), they give you the gist of the conversation. Enjoy!

My conversation with Wil Shelton:

Morgan Bailey 0:02

Hello, and welcome to the profit meets impact Podcast where we explore the intersection of doing well and doing good in the world. I'm your host, Morgan Bailey. And I'm excited to bring you the wisdom of entrepreneurs and thought leaders that are using business to create sustainable and meaningful change across the globe. Today, we're going to be talking about barbershops. Well, that's not the only thing we're going to be talking about. But that is a big piece of the story. Now, you may be wondering why barber shops? Why is that relevant? Now, our guest today is will Shelton. He's an entrepreneur, he's an author, he's a passionate advocate for diversity and inclusion. He's also a former Barber. And that's really where his story starts. That kind of led him off to creating a business called willpower integrated marking out would eventually impact over 100,000 barber shops across the nation, which is pretty amazing. And in this conversation, we really talk about the importance and pivotal role that barber shops play within the African American community as a place of sanctity, and how he uses business to really create win wins both work for the patrons, sponsors, and the business owners. And then we also dive into his book, The silent agreement and illusion of inclusion, to talk about some of the deep challenges with diversity and inclusion within the corporate world today, and how African American leaders really have to make some sacrifices that they should not have to in order to ride to the executive level, and will share his his his thoughts and philosophy on that. And I took away a lot from the conversation. This is a topic that I'm very passionate about, and is very important in the work that I do. So I'm really excited to bring this episode to you. And I hope you gain as much insight from it as I did. Well, man, I am really excited to be chatting with you today. Welcome to the show.

Wil Shelton 2:00

Oh man, thank you for having me. Great and grateful excited to be here to speak to you to speak to the audience and really share some some good information here today.

Morgan Bailey 2:14

Well, one of the reasons is excited to talk to you. You work with a lot of things that I'm really passionate about, you know, inclusion, diversity, you know, supporting different various types of businesses. And you have a really interesting background you are you are a barber, you now work as a consultant you consult with I think it's like over 100,000 barber shops you've consulted with which is just a staggering number. Where have you got started on this journey?

Wil Shelton 2:42

Well, you know, it's unique. If I go back, it's it's, I was just got married early 90s. I got laid off from a job. And I was still taking some college courses, but always really wanted to own my own business to work for myself. So one day, my wife was getting her hair done. And I went to the beauty shop with my wife to get her hair done. And her stylist asked me Have you ever thought about doing hair? Because she knew I got laid off? And I was like, Nah, I don't I've never thought about that before. And after we left, I thought about it some more. In about three months after that conversation. Me and my wife discussed it. I just decided to enroll in cosmetology school. So that's how it really got into me.

Morgan Bailey 3:40

Well, I mean, that's fine. And also, you know, we kind of joked early about it, but like, you also did you have hair back then because now I'm noticing you don't have as much hair.

Wil Shelton 3:48

I did have her back then. All right. All right. I started thinning out and I just said, You know what, if it doesn't grow any more, you got to let it go. So I just, I just Yeah,

Morgan Bailey 3:58

yeah, it's one of those things of life. You just You just got to surrender to the things that you know, you just submit to it, right? It just simply just submit to it, man. So, alright, so you decided to become a barber, which is I'll be honest, right here. I I really despise getting haircuts. I have long hair. And one of the reasons I have long hair, it's just I've had such bad experiences, as you know, getting haircuts. Yeah, somebody even cut my ear once I was getting a haircut. But they gave me $2 off so that would that saved.

Wil Shelton 4:30

I mean, it's like the clearance rack. Right? It's like okay, here. Here's the red tag on that.

Morgan Bailey 4:37

Yeah, yeah, absolutely. Absolutely. So I mean, but, but part of that, like brings us this factor in of like, like, you know, for African American communities, like get you know, getting going to the barber isn't just like a routine thing. It's an experience. Right? So, I mean, how did you know you worked for over a decade as a barber like What did you learn during that time,

Wil Shelton 5:01

it's so much, you know, the the black hair salon and the black barbershop is like the ecosystem that makes the black community flourish. It's like, um, it's one of those places where your stylist can get more out of you in 15 minutes than a therapist and 15 years, you know, there's so much that goes on about there's conveyor belts of conversations that go on in there, and you always you have the front row seat to the festivities. When you go into the shops, they mean so much to the community. Um, so it's there's so many broad conversations, they've been called sacred spaces, safe spaces for the black community, even back in the early 1900s, where there's civil rights movements, they used to raise money there for protesting and different things and bailing people out of jail for the civil rights marches that they had, even back in the day before. I mean, a lot of people don't know this. I'm actually right now just finished up a book called The Black History of the black barbershop salon. And it's a deep dive and I talk about how black barbers used to only cut white people's hair, their white masters hair, and they were actually outsourced. And they were traveling barbers where they would send the barber out to cut other people's hair, and they will send money back to their masters and their masters became wealthy from that, and it didn't become segregated, where you have black barbershops and white barber shops, until the white people weaponize licensing against black people. They said From now on, in order to cut hair, you have to get a license, and you have to have a great education to get the license.

Morgan Bailey 6:54

Oh, wow. Well, that's fascinating. And what I'm curious why it's so interesting how it's evolved is such like a cornerstone in so many communities, right? And how it's very different and after African American communities than than others. Like, when I go to a haircut and seguing therapy, they're like, Do you want a glass of wine? Do you want some whiskey or something? Right? It's like, well, where's this coming from? I mean, I've had traumatic experience, I had somebody cry once when I went to a place because they, it was a learning school to get it to get a haircut. Right? It was like a Paul Mitchell school. And the woman just didn't know what she was doing. She just started crying because she did such a bad job with my hair. I was in there for an hour and a half. But I guess I'm trying to say here's like, how did how do barber shops and African American communities become such a pivotal place? Like, how did that evolve?

Wil Shelton 7:43

Well, um, because really, it was one of those places that you could go, and you weren't under the surveillance of white people. You know, it's like, the barber shop, the Black Beauty Shop in church are the only places that black people can go. And they didn't have to really look over their shoulder and they can share those experiences and talk about things and, and set goals and celebrate your own culture where you are. A lot of times hair black hairstyles is is as much a political statement as a personal one. It always almost shows you where you're going in life and who you want to be.

Morgan Bailey 8:27

Wow. I mean, and is that is this something like? Is it? Is it something happens from a young age? Like is that just like, you just grow up with

Wil Shelton 8:36

us? Yeah, it's kind of one of those things where it is, it's like nature and nurture. Because you know, most young people, your your parents take you to the barber shop, or the Black Beauty Shop, and you grew up there and you you learn so it's almost like an education you get because you hear different people, there's pastors there, there's different, um, people in life that go there, and the conversations just go on. And you just learn a lot about life and you get that support. Like if you're going away to college, or if you got valedictorian, everybody celebrates that they know who you are. So generational leaves there, because usually you keep going to the same barbershop and maybe you start taking your kids there. And it just goes on and on, you know, and it's just, it's just part of the culture. Um, you know, you got to think about it this way, African Americans have an outsized influence on the culture, they redefine cultural norms. And I've always been saying lately they're going to redefine the cultural new normal as well. So these barbers these stylists, they're not just they don't just shape hair, they shaped the culture one cut at a time.

Morgan Bailey 9:53

Wow, that's, that's a powerful statement right there. That is, you know, I'm finding myself being Yeah, I don't know, it's, it's, it sounds like, you know, particularly is, you know, like growing up in this, like, there's so much influence that happens there, right. I mean, when I grew up, my mom took me to the fabric store, which is the most boring place where I don't think I learned anything. I still PT PTSD about that, but like, it sounds like you're growing up, you're building community, you're making connections. And you're, you're learning from your elders in that.

Wil Shelton 10:28

Exactly. Um, you know, they're like brothers and sisters and uncles, when you go there, I mean, you get it special advice from your barber, and people that are there, you know, everybody chimes in, you know, no one tells you to sit out or that you can't get in the conversation. Um, everybody's welcome. It's just one of those places like that for you, and you never forget it. If you talk to most African American men or women, they'll tell you, they can go back and tell you about their experience when they first started going when they were nine years old, or 10 years old. And, um, you know, you just get transported back to that chair, again, when you speak about this stuff, and that stuff stays with you, internally, um, all the stuff that you learn all the stuff that you gained, because you're really gaining admission to something bigger than the chair, then, um, then the cut, you know, um, you know, sometimes it's like, they're combing through the obstacles that stand between you and your destiny, when you go into the shop.

Morgan Bailey 11:42

Wow. Man, this is this is blocked blown my mind a little bit. You know? And, you know, for you, right? I mean, you, you stepped into this, right? I mean, you grew up, you grew up in it, but all of a sudden, you became that person? Yeah. What was it like to be that person holding that space for so many people?

Wil Shelton 12:04

I loved it. Because I know that I had such an impact and an influence on people's lives. And I take it very seriously. It almost felt like a ministry sometimes because you never knew what issue somebody would come in, you don't know, if their kid was acting up that they're going through a divorce. I mean, you know, people come in with problems. So not only are you lifting up the roots of their hair, your your I was there to lift their spirit is well, you know, so I thought of it in that way, you know, all the conversations are confidential, that go on. So it's like, you get that immunity in the community, in the shop. Um, so it's, it's kind of like a discipline. And I think it's something that is a fulfillment, because you're not only fulfilling their hair and scalp needs, but you're fulfilling sometimes the emotional need, that they that they desire, um, it's so it's, it's, it's a larger vision, and it's a larger picture there, that happens. So I was, so I'm humble, to be in that position, to be able to uplift people when they came to the shop, and just for them to be a captive audience with me, you know, for however long they were there, and just to develop relationships, I mean, you look you do clients for, you know, 1015 years. So you see their kids grow up, they're bringing their kids there, then one day the kid gets a driver's license and drives themselves. They're good this job.

Morgan Bailey 13:42

Wow. Yeah. You know, it's, it's just making me think about, you know, business, right, in this authenticity piece of it, right. Like, you're not, you're not just selling the service, right, like you're selling the experience. And it's an authentic experience where you make an authentic connection with people, right. One that continues to last, right. And I'm curious, like, it sounds like, you know, people keep coming back year after year that take their kids there, right, like, you build this relationship, right, which is something that we that we, we don't often see in business, like in the larger world.

Wil Shelton 14:18

Yeah. And I think is taken for granted. Um, but I think I think of it even now, I do business with big global brands. I think it helped me from being behind the chair to behind advertising and behind marketing campaigns, and having a seat at the table with these brands, consulting with them. I think I was able to take that with me and and really add value to these brands and add value to the consumers that they're trying to reach. So that I really think those same principles in In the same types of conversations that I learned from I take, I took that with me into the business that I do now. So it really kind of set a foundation for me.

Morgan Bailey 15:12

Yeah, it sounds like it. And I mean, you eventually you transitioned out of being a barber. Right? And, you know, I'm curious, what what does that paradigm shift? What is what is that that, you know, that moment that you said, oh, you know, what, I want to take what I've learned, and I want to do something else with it.

Wil Shelton 15:30

You know, what it was always tell people don't miss was missing. And that was that was the opportunities right there. When you see something that's missing, or you see a solution. In you tell yourself, if I have nothing, I have nothing to lose by trying to grab this opportunity. So what the paradigm for me and the epiphany for me was, I'm doing here, I'm in the shop, we're having conversations every day. But they're always asking me what music is that playing? Because music is a part of the environment. TV shows, they're asking me for recommendation to movies, and I tell them and they go. And they would say, hey, what albums that they go, they literally Morgan go buy the album after they left. So I was like, wait a minute, I'm helping the entertainment industry promote their projects inadvertently in the shop, because this is a captive audience that has an insatiable appetite for entertainment. So it's not like you're just selling to us, like you're you're selling through us like, like, it was just organic that it happened. So I decided to put a proposal together. And I said, I need to let the studio's television networks, record labels know what's going on, and that they needed to tap into the cultural capital that exists in the shops. Morgan, I sent a proposal out to him back then I had to go through the phone book, because there was no Google. I mean, there was this was in the 90s. So I had to do the hard work, I sent proposals to every studio I could think of within 30 days, I started receiving free CDs and advanced movie passes to give away. So that's when I knew I had something. Wow,

Morgan Bailey 17:29

that's really, that's really fascinating. And, you know, one thing that when you're talking about this, you know, like a part of me is like, as long as I said, That's a brilliant idea. And another part of me is like, does that change the sanctity of the space at all? And I'm sure you've had to grapple with that. Yeah,

Wil Shelton 17:48

I think it's still a sanctuary is still that place where people go, because I think of it as the original Black Twitter, the original DoorDash, the original Uber Eats, because that's where blacks brung chicken dinners, to sell in clothes to sell in jewelry, and all those two, and we've always been talking about the same movies, the same TV shows the same music. So why not make these salon and these venues, those trendsetters in their communities beyond what they were doing before because they're already discussing it. You're just merely I'm extending the conversation that's going on by bringing in branded items in posters, these you have to think of it these are some of these favorite these patrons and these consumers, that's their favorite movie star or recording artists. And we're literally bringing in items, T shirts and branded items for them to give away to them. And they already like that. So I don't think it really changed the atmosphere. I think it just enhanced it even

Morgan Bailey 19:00

more. Wow. Yeah, I love that take on it. And it's so interesting. Yeah. Because I mean, you're already there, you're already discussing it. And then all of a sudden you have these resource. It's almost like being recognized like, Hey, y'all, you got a bunch of fans here. Like, let's, let's take care of them. Yeah. Which makes you know, it's so it sounds like there's a lot of win win. There.

Wil Shelton 19:20

It is. It's a lot of Win Win, not just for the global brand or the studio. But it's a win for that salon or that barber shop, because they're like, whoa, wait a minute, you know, we've even set up advanced screenings in the shops where they can go see the TV show before it comes out and had a full on takeover, where we have food and beverages and everything. So they they become that spot. And that actually helps them to grow their businesses. Yeah.

Morgan Bailey 19:54

That's amazing. Work and you've worked with what? How many how many of these shops you supported?

Wil Shelton 20:02

Oh, it's over 100,000 shops nationwide 40 markets, black beauty shops, black barber shops, nail shops included.

Morgan Bailey 20:15

I mean, and it's such an you touched on such an, like an important, you know, Avenue like for communication. And I know, you know that I've also heard of public health agencies even realizing this and saying, Hey, you want to reach the African American population, you know, you go, you know, befriend a hairdresser, or a barber, right with this public health information, they could talk about it, and then that'll spread. So I think yeah, go ahead.

Wil Shelton 20:42

Yeah, we did that last year that we had, it was a campaign called Rise above COVID. And we were hired by UCLA hospital, all the top doctors in the nation. And we were able to put out information in the community about the new treatments that they had, and educate them on that to help them to stay safe. So what we did Morgan's we turn these salons and barbershops, into pillars of health. So imagine that I mean, we're a lot of the black community is dealing with a lot of health problems, you know, diabetes, high blood pressure, they couldn't get access to the vaccine and all that. So we gave them the facts about the vaccine, we even were able to put out information about where they can go locally to get it. So we actually did a lot of that work last year, you know, proud of that. Wow,

Morgan Bailey 21:36

that's amazing. What wouldn't impact I'm just, yeah, I'm beyond impressed. That's, that's really meaningful work. You now, you're start, you're taking all this knowledge, you've taken your you've taken your experience. And you're starting to support larger organizations with their diversity, equity, inclusion, belonging efforts. Talk to talk to us a little bit about what's what's your approach to supporting those organizations. And I know you've also written a book on the very topic.

Wil Shelton 22:09

Exactly. My approach is pretty simple. I wrote a book called the silent agreement, the illusion of inclusion in black corporate America, how to fight with conviction against the broken promises in the broken culture there. So my approach, I mean, I use a lot of sports boxing analogies, um, I start off with Mike Tyson, in his prime, most of us know Houston knockout, most of his sparring partners. But every once in a while, Morgan, he would get one that he couldn't knock out and he would resort to holding and clenching, taking a break. And his trainer, Teddy Atlas, told him, Mike, you got to stop doing that. Because one day, you're gonna get a guy who's not gonna sign the contract. And that's what happens to a lot of black executives and people of color. in corporate America, they go there with the enthusiasm of moving up the ladder, getting promotions, and they find out the hard way that the other side won't sign the contract. But what happens is they don't stop fighting for those C suite positions, but they start fighting with less intensity than they did before they start throwing is something in boxing call, don't hit me punches. Those are the punches you throw when you're fighting not to lose instead of fighting to win. You're just trying to survive the conflict until it's over. And a lot of times, these black executives end up becoming psychological contortionist twisting themselves in knots for the illusion of inclusion.

Morgan Bailey 23:48

Yeah, and I want to hear more about this contract, right? Like, you know, what is this? What does this contract look like?

Wil Shelton 23:58

It's more, it's a breach. That happens when they're getting there. Because a lot of black people are told by their parents back in the day that you have to do twice as much to get half the reward. So you're already punching above your weight class. When you get there, and I always tell people never punch down because once you punch down, the only way you go is down. Um, so is that contract that hey, you told us that when we got in here, all we had to do is keep our head down and work hard. And we would get to those top floors, but we find out that we get embargoed and there's a breach of contract, and that they're ultimately we have to create these facades of conformity to fit in to the corporate values.

Morgan Bailey 24:59

Now is that we Would you say that's like a form of code switching in that?

Wil Shelton 25:03

Yes, I definitely, it's a version or a form of code switching that to make just to maintain your, your career status.

Morgan Bailey 25:13

Yeah. Now, you know, for listeners, you know, when you look at the stats of, you know, the the number of CEOs in the, you know, top Fortune 500, right, you know, and board members, like, both of those is less than 1%. Yeah. So I mean, which, which is staggering, right, the African American population in the US is around 13%. Right? So if you do the math, it's like, wow, this is, you know, horrific 10 to 15 times less than you would expect in a racially equitable society. I'm curious, the question that comes to my mind is like, what does it look like, to to not make that silent agreement?

Wil Shelton 25:58

Well, what it looks like to me is, I think you have to go in to corporate America, understanding that you're gonna have to play ball, you know, you got to have to play the game. And it depends on what you're willing to sacrifice. To play the game. Sometimes, you know, that silent agreement has meant that you submit to corporate values, and sometimes it's shave years off your career is shaves years off your life. I talked to a guy, I interviewed him for the book. And he told me that, and this was in the 1970s, where there really was no, um, discrimination laws, and you really couldn't even go get anything settled. He told me two of his colleagues ended up committing suicide behind the atrocities against them in corporate America. I'm most big most of the time, the stereotypes are mere shadow images rooted in one's history deep in the subconscious. And what gives black executives A disadvantage is the deep seated attitudes that may not even be constantly held sometimes.

Morgan Bailey 27:22

Yeah, absolutely. I mean, I think the collective trauma that exists within organizations is, you know, at a subconscious level is, is overwhelming, right, particularly among African Americans. And then you add that on top of having to actually, you know, not only unconsciously manage, right, you also have to consciously manage, right, and, and I know that a lot of white people are uncomfortable talking about race, right? Even in and a lot of African Americans experience things that they could talk about every day, right? So they have to compartmentalize that. How do you know? How do leaders walk that line, right? Like, you got to talk about this, and a group just probably doesn't want to,

Wil Shelton 28:10

yeah, it's really hard. Because you know, most blacks that go into there, they go in with a double consciousness, you have to go in with the consciousness of what's going on, but then you have your own consciousness of you have to read the room, you may be the only black there, you have to see what the temperature is, um, most white executives never have to experience that or never have to deal with the double consciousness, um, sometimes your own race. You have conflicts with about that, because sometimes they may see you as a sellout. Because in boxing, there's something else called a taco. It's called step aside money. That's when a champion has the title. But he wants to hold that title for a long time. But he's afraid to fight the number one contender because he may lose the title and lose money. So what he did does is he offers that number one contender step aside money, so he can fight the number three or four guy that happens in corporate America, like a black executive, they may say, Hey, we got this promotion for you, but it's in the urban department, where it's like, it's, it's kind of like a facade of a promotion, because it's like, they give you the promotion for the urban department instead of upwardly they give you something onto the side and sometimes you get trapped in you in what I call urban purgatory, you know, in in corporate America. So those are the real challenges and the higher up you go, the more convoluted those conversations could be with potential allies that you meet with me.

Morgan Bailey 29:58

You know, one of the Yeah, I mean, there's also copy I think organizations, they're learning how to grapple with all this, you know, because I've also, I've met a lot of, you know, a lot of people who would consider themselves allies who are even still struggling with it. Right. Like this is, it's unfortunately, still a new conversation right? Again, which is really unfortunate. You know, so looking forward, I mean, what is, what is the path forward?

Wil Shelton 30:29

I think, um, what's going to have to happen is you're going to get nowhere until you get real about the situation. And it's important to have conversations about what's important. Um, I think there's the number one thing is transparency, there's a truancy of transparency, and there's always been a vacancy for it. And those companies that take occupancy have nothing to lose and everything to gain.

Morgan Bailey 30:56

Yeah. Yeah. And I think that's, it's, it's a really hard thing. And I've interviewed, you know, through through other projects, like a lot of, of white executives, and really well meaning individuals, right. But there's, you know, it's, it's, it's hard to step aside, right, when you think you're the one who has all the answers. I've even found myself grappling with this in situations where like, I want to be the guy who does the things, and then realizing, well, actually, there's another individual out there who's just as qualified, who's like, actually a better person to do this. And I, and then I had to look at my own privilege and say, oh, okay, you know, what, like, yeah, I need to step down, like, this isn't, this isn't my show. And, and that's hard, that's hard to do

Wil Shelton 31:47

that, and then you hit it on the head, it's, you recognize the privilege, but a majority of people, that's the whole thing, they don't even recognize or acknowledge that they have the privilege. And that's, that's the part that we got to break through, is, um, you know, the people have to confess that that exists, and that they have that privilege. And step really off the sidelines and have real conversations about cultural healing. That can happen in corporate America, because you can never look outside yourself for the answer. It's within, you know, um, you know, sometimes they they're looking outside for, for an answer for a solution, but you really have to look with inside the core of your company, the core of your corporation, the core of your heart, you know, you have to look within your own heart. And I, you know, most people have a hard time looking at that darkness that exists in there sometimes. Yeah,

Morgan Bailey 32:55

no, I mean, it's, it's hard. I mean, we, we all have our own biases, and it's, it's uncomfortable. And, you know, I've obviously, spent a lot of time looking at mine, and it's a it's a constant practice. You know, I, I can't help but to feel like in corporate America, there still is this sort of white, paternal, you know, energy, right? Where it's like, yes, like we we want to give you, you know, we want it we want to let go, you know, speaking as like, a white executive or something like we want to give the power away. But, you know, we also want to hold on to a little right, because we're not totally comfortable at being a completely even playing field. Does that. Do you agree with that?

Wil Shelton 33:43

I agree. And it's really, it's like that. It's the asymptomatic brand of racism and bigotry, that's really under the microscope. Even you know, when I talk when I talk to these brands, and maybe, you know, I'm consulting with them about a campaign. And I let them know, you know, one thing that's happening today that maybe wasn't happening a few years ago is that black consumers, multicultural consumers are looking under the hood. They're doing 150 point inspection on your company they're doing, they're doing an MRI on your company. And they're asking this question, and this is what I asked them more again, is your solidarity solid, or is this symbolic? Does your stance line up with your stats? And when they look at your stats, and they don't line up with what you're saying? And what you're saying is really performative and you're not really invested in the community are invested in helping build a pipeline for young black and minority youth to to come into these industries. They're not going to patronize you they blacks have a $1.4 trillion spending power and they're exercising that on these companies. So, so these companies are under a lot of scrutiny, and they know that they have to make that change, because they're going to lose so much core cultural capital by not doing it.

Morgan Bailey 35:13

Yeah. And I hear that part of me is like, and I feel like that's not enough, right. Like, because I feel like yeah, there is this like, yeah, there is this corporate responsibility now. Right. But but doesn't go deep enough, right? And is that enough to be like we need we need to do some things here so that this population will keep buying our stuff. Right? Because it's still not doing it because it's the right thing. And no,

Wil Shelton 35:40

correct Yeah. And that's what I'm trying to help these companies to realize that black America wants a full commitment. They want you to put a ring on it. They're not, or they're not going to fall for the cohabitation with corporations anymore. They're not going to be swept off their feet. So how do you do that? Like all these brands, Morgan, that their bottom line is they want brand loyalty from the consumer, right? But how do you get brand loyalty, you gain loyalty by gaining respect, gaining their trust, then you're gaining the loyalty. So I teach them how to do that. I said, you're not going to just get their loyalty. First, let's gain their respect, let's gain their trust. And they don't want you to show up just on Black History Month or Juneteenth. They want a full commitment all year long, and then they'll start you'll start to build that loyalty in that relationship with them. And there's a lot of brands who've been doing that for 1520 years, like McDonald's and Coca Cola, and Procter and Gamble, they've built these relationships over the last 30 years, and they have been consistent. So these other brands need to start doing the same thing. And they have to be honest about it. Because like I said, now you got Google, you got so much pressure from the consumers, they're starting their own brands, you know, now they can say, hey, we'll do without that brand, we'll start our own brand, and then you'll have to invest in that brand eventually. So that's what has to be done, you know, at this point. Yeah,

Morgan Bailey 37:25

absolutely. And, you know, it's, that loyalty aspect is so critical, and it's something that I think we was really exacerbated during the pandemic, not only because of all, you know, all the racial tensions and, and terrible things happening across the nation. But also, because brands all of a sudden, didn't have the platform, they didn't have the stores, and I remember getting emails saying, you know, support us, you know, do this order takeout, get gift cards, and I was like, you've never cared about me before. Now, all of a sudden, you're in a bind. And you're like, be loyal, be loyal. And I'm like, Why? Why would I be loyal?

Wil Shelton 38:02

Exactly, there was so much disloyalty. That happened. You know, a lot of the brands weren't even accessible on the shelves. Now, the same things happening because of the shortages of the shelves are empty. So people are, you know, considering or purchasing other brands, because those brands, you can't even get them at the store anymore. So that's creating more brand loyalty. So they're going to come back and they're going to try to do the same thing again. But like you have to invest. I mean, you know, you see a lot of these brands give donate a lot of money to HBCU colleges, but I'm telling them, Look what there's so many young people that's not even going to college, maybe they're going to Barber College or beauty school college, you need to start giving having scholarship funds for them too.

Morgan Bailey 38:50

Right. Yeah, I think that's a really good point. You know, something, something you mentioned, we were talking about loyalty and brand loyalty. You mentioned just before we jumped on, right? With a brand recently acquired by Unilever. Yeah. Talk to me a little bit. Bring us through a little bit about that story.

Wil Shelton 39:09

Yeah, well, I was interviewed a couple of days ago, um, by a reporter, and they had asked me about this acquisition of a black haircare brand. Um, this black hair care brand has been around for 100 years. But recently, they got acquisition by I believe it was Unilever. And the question was this, what are going to be the challenges because this brand, black owned brand was acquired by a conglomerate? And I told them, the biggest problem you're having now is a backlash from the black community. I call it a black lash. So what happens there's this divide in the black community, a lot of people feel like, if you sell your brand, to a big conglomerate that you sold out that it's not authentic anymore, that you diluted the brand messaging because of that, even though it's still black LED is not black owned, so they won't want to patronize you anymore. I heard something, Morgan. And it was horrible last year, that there were a couple of black owned products that were going to be acquired by big conglomerate companies, those big brands backed out of the deal, because they were afraid of the backlash that was gonna happen if they acquired them.

Morgan Bailey 40:46

Yeah. And part of me is really curious about like, the psychology underneath that, right? Because I feel like there is something in some ways like it. To me, it's like this feeling like this, like feeling disempowered when a black owned company sells out to a Unilever, right? Of like, Oh, now, you know, like, now we're owned by another, you know, majority white company, right? Like something? Yeah, someone else's, you know, taking away our resources like that. That's what I imagined the reaction could be, I don't know, is any of that true? What's underneath that

Wil Shelton 41:21

it's like your home team leaving your town for, for a better looking bride or something. I mean, you know, you have an allegiance, you you support these brands for years. Um, and part of it is like, when, you know, a lot of us don't get there. I mean, there's only a few people that are going to own these brands and scale up to that level. And I think there's like a pride that comes with that. I mean, they say all man, you know, we made it, there was somebody in our community, or they put this together, and we've been using those products for years. I use them on my hair, I use them on my daughter's hair, my son's hair, and all of a sudden, they hear that, Oh, you guys are selling out? That is really like a kick in the gut for a lot of people.

Morgan Bailey 42:13

Yeah. So I mean, business is changing hands in a totally racially equitable world, like, how businesses changes hands in terms of you know, what demographic sold it bought it what not wouldn't matter, right? We don't live in that world, unfortunately. Businesses that you know, let's say want to purchase and expand and solidify and perhaps even create opportunities for a an African American owned brands, like, is there a way to do that responsibly, that that is actually going to benefit both the consumer and those who've owned it?

Wil Shelton 42:53

Definitely, it has been done before. Um, I think it comes down to the perception of that consumer like, yeah, brand may have got acquired by a larger company, but the brand is still black LED with internally, they still are putting out a quality product. So it's the perception that things are gonna change. Even if they don't change, it's the perception that is going to change or it has changed. It's almost like if your friend won lotto, or got picked for the NBA team, and everybody started saying, oh, man, you know, now that you got all this money now you changed, when you really didn't change. Maybe you got a better car or a better house, or you live in a better neighborhood, but you're still the same. But it's the perception that you changed.

Morgan Bailey 43:46

Yeah. So if you were to give these organizations one recommendation, yeah. What would it be?

Wil Shelton 43:56

Make sure that you're investing in the community, that you let them know that the brand is still going to be the same, even though there may be some makeovers as far as rebranding? But we're still authentic, we're still culturally relevant, but you can't just say it, you have to show it. You have to show up in the community in vital critical spaces. And let them know that yes, you're still with them. Yes, you're still um, help uplifting them and helping other businesses grow within the community. If you do that. You're going to be qualified. And I think that's when you're going to probably gain more loyalty. And if you can gain the respect of a black press, the black press is important to not just the general press because a lot of black people read the black news, they feel like that's where they get the truth, rather than other networks. So if you can gain the respect of the black press, that's a huge thing, as well for these brands.

Morgan Bailey 45:18

Thanks. I think that's, I think that's very poignant advice there. And just I'm also a postscript to that story. Because I think what you mentioned like about this, this business that was, you know, is in the process of being acquired by Unilever just talked, you told me a little bit about the origins of that business, which I thought was just really fascinating. In this context,

Wil Shelton 45:40

definitely, um, there was a lady named madam CJ Walker, who in the early 1900s, was the first black female millionaire. And she started a product line. And she named it after self, Madam CJ Walker. And, um, she was like a cultivator of the culture, because she knew that salons and barbershops were the incubators of the culture. So she kind of almost set the tone for how salons would be she had it, hundreds of salons across the country, and she sold millions of products. So um, to this day, her brand has still existed in the black community, really Amin, she's the one who kind of set the tone for really just the whole black hair care industry. She's been a model for that, a template for that, and how to market it, you know, obviously, she didn't have a degree, but it was really her degree of talent, her degree of determination that set her apart, and her just understanding innately human behavior. And she knew that, um, black people, you know, there were so put down in that era, that beauty was something that resonated with them, that really helped them to feel good about themselves. Like I said, you know, the way you wear your hair was almost as much a political statement as it was a personal one. And she knew that. And she knew that the way you wear your hair showed where you were going and who you want it to be. So that's the the product today that is got acquired, or B is getting acquired by Unilever. And that's the story behind her in the story behind that brand.

Morgan Bailey 47:37

Wow. It's to me, it's so fascinating how something that you know, it happened, you know, about 100 years ago, right. It's still it's still creating reverberations, in terms of racial equity within the United States, especially at this really poignant pivotal time right now.

Wil Shelton 47:56

Yeah. Remember, I think I told you earlier about something called the crown act, it's a new law that they had to put on the books is the anti discrimination law against black hair. A lot of people a lot of black people wear their hair and braids or dreadlocks or different styles. And they were constantly being discriminated against, at jobs. They couldn't get jobs, because the way they wore their hair, or even in high school or in sports teams, they said, Well, you got to cut your hair, you can't wear your hair. There's been valedictorians who were told they couldn't give their speech, because the way they wore their hair. So fast forward to today, this law has been been put on the bill in different states. Right now. It's an 18 states across America, and they're pushing it to be a law in every state in the United States. And Dove Dove brand, which is the Unilever brand is the one behind this bill in this campaign called the crown act. Wow.

Morgan Bailey 49:04

It's I think it's both like inspiring to hear that. And also, like, it's a part of me is us like, I can't believe it's like, that's a thing. Like, we have so many other pressing, pressing issues in the world, like, here. Here, is that what's holding?

Wil Shelton 49:21

It's just like, it's like, oh, gosh, we have I mean, you know, people wouldn't think your hair held you back in life.

Morgan Bailey 49:28

I know. It's crazy. Well, you know, to be honest, as a guy with long hair. I've thought about that a lot because people see me and they're like, oh, you're a California guy. You must be a surfer and slacker. And I'm like, just because I'm from California have long hair doesn't mean I serve. I do serve. Follow me be clear about that. But so I can understand that. Well, you know, well, it's been it's been really illuminating to have this conversation. I'm really appreciating just all the work that you're doing. I feel like I learned a ton from this conversation. It's one of the is probably one of my favorite episodes I've recorded. So really appreciate that. I'm just curious, what are you working on right now? And how can people find out more about what you do?

Wil Shelton 50:09

Right now. Um, I'm working on a book called The Black History of the black barbershop and salon and a documentary that goes with this because it's exceedingly crucial that people see the roots of what went on behind the scenes, the history of the black barbershop, what it's meant to the American culture and the black culture. So I'm working on that right now. And I'm working on you know, found to develop some scholarships for from these brands for beauty college and Barber College, you know, because they need scholarship money as well. People can reach me at will with one l willpower.com. Will Power Marketing comm and you can email me there at my website. And if you want to get a copy of the book, The silent agreement, you can go to the silent agreement calm, as well. And you can order the book on all platforms, you know, for for buying books.

Morgan Bailey 51:17

Awesome. Well, thanks so much. I'll also in I'll put those links in the show note. It's a pleasure. I look forward to checking in with you in the future about how things are going and continuing this really important dialogue.

Wil Shelton 51:28

Yeah, we may not get everything we fight for but everything we get will be a fight.

Morgan Bailey 51:34

There were some wise words and with will really an honor. Thank you. It will go. Thanks for listening to another episode of the Prophet meets impact podcast. If you enjoy this experience. Please subscribe wherever you find your podcast and leave a positive review. You can also find out more about the podcast at www.profitmeetsimpact.com

Transcribed by https://otter.ai