Sherwin Hughes Sits Down with Nitti

The views and opinions of the hosts and guests of this program are of their own, and not a reflection of Milwaukee Black Media or 1017 The Truth.

Good afternoon, Milwaukee.

You're tuned in to the lunch break on 1017 The Truth, where everything is an option on the menu.

And one thing about me, I'm a tough cookie, but I know what I can do, and I'm not suffering.

All right.

I've fought my whole life.

I'm all right.

Excuse me, Cletus.

Hoppa, who this man?

Yeah, I wasn't doing it.

So I was like, I'm not paying $1,000 to sleep on somebody couch.

Grab your lunch, hit send on that email, and get ready for the best hour of your day.

My

way of thinking is that the parents do all they can.

But once the kids leave off that door, whatever have you, they make their own decisions.

I don't care if you nine or 99.

It's still your decision about the situations that you get involved yourself in.

We talking about tax-paying citizens.

Look into their taxes.

Look into this.

We talking about elected officials doing backdoor deals and somehow she still wanna blame immigrants.

That's what we talking about right now.

We following the money and you still wanna blame black people and immigrants and welfare and all of these things for policies and backdoor deals that put poor people in worse position.

Live

from the American Family Insurance Studio at the Third Street Market Hall.

Like you said, they want to pat their pockets, but they need a reason to push things through.

And I guess the low-hanging fruit is, OK, well, this is a problem, right?

Y'all want to fix the problem, and they just hope nobody looks into it like, wait, when did food trucks become

an issue?

Here are your hosts, Ray Nitty and maybe Shannon.

What's up, what's up, what's up Milwaukee?

It's your boy Ray Nitty.

My co-host, maybe Shannon.

Welcome to the lunch break.

It's Ray Nitty.

Bow.

I'm actually filling in briefly for Ray.

Oh, in case you don't know.

My name is Sherwin Hughes.

I host a program called The Truth with Sherwin Hughes from 9 a.m.

until 12 noon, Monday through Friday right here on 1-on-1-7 The Truth.

Ray had a little slowdown and trying to park his vehicle.

So I am here until he decides to get here.

I don't know.

Maybe he'll just decide to keep going and let me host the whole show.

What does Ray usually talk about?

Tick tock and pop culture things.

They talked about the Lindsey Clancy case.

They try to tackle some of the current events.

I don't even know how to fill in for somebody.

All I know how to do is my show.

What is you laughing at Xavier?

You're not the producer no more Xavier your shift is over.

Yeah, I'm not the producer anymore.

I'm finishing up your show right now I'm so full.

I want to go home and take a nap.

I just ate 17 pounds of corned beef.

I know I've been saving mine I can't wait to eat it nitty gets sick of me because I leave this studio so many times with bags of food You'll be there one day nitty.

You'll one day you will You'll be there

The Wisconsin Broadcast Association Foundation announces the cancellation of the 2026 gubernatorial debate.

We already talked about that.

What else we got?

Like, what do I do?

I can't start a topic on his show, because then when he gets here, I'm going to make him beat up the co-hosts then.

That's fine.

No, I don't want to do that to him.

That's not very nice.

At least for 30 minutes.

Does he still do the grapevine show too?

Mm-hmm.

So he is here from noon until four o'clock.

Yep.

And we don't have Shannon today.

Shannon has got other things she needs to be taken care of, so we don't have her.

It's just me, Sherwin Hughes, filling in for Ray Nitty.

I suppose this would be a good time to inquire of those who are listening to the program.

So we have been under new management now.

I'd say for, it's been four months, maybe five months.

I am hoping that...

You all have found things about our shows now.

We still have one more.

We are going to add We are going to have a host for the grapevine.

I don't know if it's gonna be called the grapevine anymore But I can't tell you yet, but I do believe that that individual will be starting very very soon I hope that you all are finding something you can enjoy and what I'm gonna call one on one seven the truth part two It's different than what it was but change is always a constant

I know that it was a bit of a rough go, but you all exercised what I would call judicial amounts of patience and you stuck with us and we really appreciate that because the new host that we had, I don't know if any of them had ever even hosted radio shows.

I know the Jazz has certainly come a long way.

She has come into her own and hosting her show and doing a three hour program.

With no co-hosts for someone who doesn't have deep experience doing broadcasting is very very tough So I know she has come into her own nitty also is getting a little bit more political and more specific and sophisticated with his topics So there you go Glad that you all are here to witness the growth of what I hope to be new radio Superstars in the city and the other good thing is if I'm not mistaken

They're all younger than me.

Well, not Homer and Bailey.

They're old as dirt.

But I appreciate having younger folks getting involved in the very important art of communication that is specifically African American talk radio because we want to make sure that this medium is able to continue.

I think it's people who came to the window looking for nitty and they saw me and they got they walked away.

Nitty, you can get it.

This is I'm here in your show, buddy.

You need to get in here.

Have a seat So what happened that you're late for your own show you don't late to your own funeral man, it was the parking jammer

thing that was The tickets that you get the tickets it was jammed so I went to the second one that one was jammed to type in your phone number Yeah, that's what they were just telling me.

I could use my phone number.

Yeah, don't take the ticket somewhere It's a little bit easier that way and they send you a text message.

Yeah, and the QR code comes up in the text message.

They just

scan it.

You

just scan this

but I just learned man

But yeah, jammed, so I had to go all the way around, not from, what is that, Fifth Street or Fourth Street, maybe?

And then I had to take the one that was in between where Planet Fitness used to be, I guess.

So I had to use that entrance.

You was cutting it a little too close.

You got to get here way before your show starts, buddy.

What time do you usually get here?

Well, usually I get

here like an hour.

Okay.

A lot of hour early.

So that's when you're prepared for your program?

Yep.

Well, we prepared tonight before.

Man,

yeah, man.

It's just

it's Wednesday, man.

It is a day Appreciate you holding it down for me though.

Well now I'm probably not gonna get up So how's it been going so far you started you started May May or June?

Whenever maybe June Memorial Day

may

yep

about five months give or take under your belt little lesson

three three or four

we're going on four months

Yeah,

I don't know.

It's all a blur.

Time runs together for me and Zach, because we've been here since

four

months.

How's it going?

Honestly, I love it.

I love it, man.

I think in the beginning, it was a little challenging.

What was challenging about it?

Well, in all honesty, we got thrusted into everything.

We had a couple hours to look over the technology.

Um, for the station and we actually were here on late, not labor day, memorial day, um, going over everything.

So they held that for us.

And then the next day we was on there.

So just trying to get acclimated to the system, to the audience, you know, um, when I interned at radio, um, every 100, um, I was able to get a lot of hands on before actually.

having to actually go and cut the commercials for the host or go cut the air, the dead air out of the commercials and things like that.

So you got some hands-on experience, but I think it was staff just trusting the new folks that they were bringing on board to grasp quickly.

I think it would have been nice to have some sort of rollout.

versus just being thrust on a five-year audience that you all had already built up.

So we had to deal with the truth family that was like, what the hell is going on?

I

mean,

they can be mean.

They're mean, but they're passion.

I shouldn't say they're, I mean, they're very passionate.

I think that over the years, people got used to hearing.

Absolutely.

Certain conversations delivered in a certain way.

Absolutely.

And then whenever you change that, you know, black folks are not always changing to change.

Yeah, absolutely.

And I think what I appreciated was you saying, hey, man, just listen to them and learn from it.

And I think that's what I did.

We leaned into the the feedback, right?

I don't want to call it negative feedback, right?

Because

some of it some of it was, but I

understand it, though.

It's like, who are these folks?

It's like, you know, you got this rapper on here.

Can he really talk serious about black talk?

And you got this

Find model that, you know, she parades all on social media.

Can she deliver what she, but I've been knowing Shannon for a while.

And, you know, a lot of our struggles are similar, whereas people look at our lane, our profession and think we're not qualified to talk about certain topics or hold certain spaces.

And that's what the main, the major challenge was for me, like just blocking out.

the doubt that people have like we aren't.

Capable of, you know, being in this world and a lot of people don't know I intern every 100 for years when I was 17.

I had a radio station.

I had a radio show at Concordia University.

So, you know, I went to school for radio broadcasting and mass communications.

So

right up your alley.

Yeah.

So I think that's what the test was, just really trying to get the truth audience to.

to see who we are.

And I think that first week it was very difficult as well because we had interview after interview after interview after interview.

We almost had like two weeks of interviews straight.

So we never really got to show ourselves to the audience.

We never really got to introduce ourselves.

We were, you know, feeling space really and making sure programming was continuing and that was cool and it was fun.

But

you listen into all of these things.

Like, who are these people?

And it's like, all right, we really haven't shared our story yet.

And we still cartoons.

You know, I'm still a cartoon character on our promotional rollout.

So is Shannon.

You didn't have input on what your logo looks like?

Well, I don't think people understood how fast things had to turn around.

So it's like, yeah, we had it.

We gave input now.

No, I'm not gonna say we didn't have input.

We had the opportunity to give some input.

Was it prioritized?

I don't think so.

I think the prioritization was on, like, hey, let's get you all rolling on the show, on air, and we'll work on the things that we need to work on.

And I was, you know, I give people grace in that merit because it was a transition in station, you know, changing ownership.

Everything changed.

Everything changed.

Structure changed.

Structure changed.

I were managed changed.

The content changed.

The personalities changed.

It was a it was a transition even for us folks that that have been here for a while.

But I I kept quiet because I saw some things that I didn't necessarily agree with.

But I didn't want to I want to give everybody a chance to like get their feet wet.

I did not care for the fact that you guys were doing interview after interview.

And I say that because you will get to a point in it.

when you start doing this for a really long time, interviews become a burden and you're gonna hate them.

Because whoever it is, unless you're talking to somebody who's like super duper high level, A-list celebrity, then and only then is it worth it, but it's talking to like a dude who owns a business that sells stuff, takes you away from the real conversation that you wanna have with your community.

That's...

what I have found with the interview.

I

did an interview yesterday.

It was cool.

But I'm like, when is this damn thing going to be over so I can get back to the conversation

that people want to

hear?

People that listen to Milwaukee Black Talk radio, they want to know what the hell is going on in their city, how they should interpret things, things that are going on that they don't understand.

They need us to demystify it.

That is what they oftentimes lean on us for.

And if I'm interviewing somebody that can aid in that conversation, help explain the things that we're seeing, especially the stuff that we don't like, then the interview was worth it.

But if it's just like...

a dude that has a thing coming up next week.

And if you look at the feedback, cause they'll tell you this is worse than Showtime at the Apollo in the YouTube channel.

Oh yeah, it's terrible.

It's

terrible.

Guru is, he's a monster.

He's a terrorist.

Straight up.

But those are the, those are the comments, those are the conversations that make you like, okay, let me not get in my feelings about it.

Let me get in my bag.

Let me really pull some layers back and say, okay, this is, we could joust if you want to now.

I'll just keep it respectful on the air for our family.

So when they do get a little bit too overstepping and I gotta lean and I'm like, oh shoot, okay.

Maybe I shouldn't try this one like this or when Shannon leans and they're like, oh shoot, maybe she ain't just, you know.

You gotta tell them right, just because you behind this microphone, it ain't sweet.

You know what I mean?

You gotta let folks know, like yo.

They think, oh, I'm in the YouTube chat, and I'm anonymous.

I can say whatever I want.

No, no, no, we'll find

you.

I'll tell you what a struggle is for me too, but I'm learning to respect it based off of what you just said.

People want to hear what's going on in the city, how has things impacted them.

And the ignorance of me not understanding Black Talk Radio, my ignorance in not understanding Black Talk Radio, for that,

specific reason how you articulated it.

I looked at it through the lens of I'm tired of Milwaukee trauma stories and talking about it over and over again.

Yeah, this person got shot.

And, you know, I don't want to have to talk about, you know, the kid that died or this person that killed this old woman.

Like I felt so overwhelmed with even just being a part of some of the

Critical response team efforts and going out on when people get shot that pours on your spirit So I felt like the radio was a place where we could share good stories.

We could share Uplifting stories.

We can share a story about a guy who has a business that is selling a thing, right?

Because now we have this platform and yes, it's black talk radio, but I look at it as like this is how we could

And I don't want to use this word in vain, but we could elevate black excellence.

We could elevate different black stories and different amazing black things that is going on in the city.

And I think we it could be a nice middle ground for it, but we just got to find that balance with sharing the truth about what's going on in Milwaukee, but also being intentional about highlighting the triumphs that's going on in Milwaukee.

Probably could have did away with all those interviews with Eagle Sports Range Probably probably didn't need all those.

We did one the flock camera And then the dude came back remember because I was talking big mess about

which one I don't came back.

He was mad the Eagle Eagle Sports Range

dude.

He's in the producer's studio one day

He

was taking pictures of Shannon.

Oh, okay.

But still, he was still like feeling some type of way.

Then somebody just got

murdered.

I shouldn't say murder.

They got shot at the gun range.

The gun range is supposed to be literally the absolute safest place to discharge a firearm.

Like no one is supposed

to

get killed at the gun range.

We're over time, right?

We got to take a break.

Are you got to take a break?

Are you kicking it with me?

Are you staying

with me?

Aw, man.

I could stay for a little

bit.

Let's do it.

But I will switch spots.

Hold on.

You better take yourself to break.

Oh,

man.

Don't go anywhere, y'all.

When we come back, you're

in

your chair one.

Don't go anywhere, y'all.

When we come back, we'll return with the lunch break on the award-winning 10170 True.

Don't go anywhere.

What up, y'all?

What up?

What up?

What up?

How you doing?

It is your favorite two hours of the day, the lunch break.

It's lunchtime with your boy, Ray Nitty.

Sherwin filling in today, y'all.

Hold on, man.

Not filling in.

I'm just here for

a little bit.

Sherwin is sitting in today.

He's

here for a little bit briefly.

Thank you for holding me down, man.

On the award-winning 10170 Truth Live from the American Family Insurance Studios.

This is a lot of pressure here, man, having Sherwin.

Pretend like I'm not even here.

You like the Godfather

black talk radio.

I don't need all them titles because then people make stuff my fault.

Sherwin, how come the city is not better?

You've been on air all these years.

How come stuff is still messed up?

Nobody listens like they listen to what they don't

hear.

Man, they people listen.

I'm learning that people listen to respond not to understand.

That's what I'm learning.

And yeah, man.

Once again, thank you.

Thank you for holding me down.

I was definitely tardy today.

So excuse me, our lunch break family.

Shannon won't be in with us today.

Shannon, did you hear about what happened?

I did.

I

didn't

share it.

He just didn't.

Yeah, he didn't

say

anything.

I

didn't share it.

So

y'all keep Shannon in our prayers.

They broke in her studio, man.

And out of all things they took, they only took the Wi-Fi.

The one thing we've been fighting to get since we started this program, they took the Wi-Fi box.

And then they also took some clothes for a crack of clothes from the other folks studio and some water like clean the fridge.

I was like, it sounds like a homeless person.

That's what it sounded like to me.

So she has like

a homeless boot.

She's got a studio.

I thought she shouldn't broadcast from her house.

She actually goes to a place.

Yeah.

Yeah.

Yeah.

She has her own studio that she does her podcasts and stuff like that as well.

But not.

She does have one in her house, too.

No, I don't think so.

I think it's an

apartment.

I don't think it's how she works outside of her house.

She just lives there.

So hang on a second.

Does she broadcast from the place that she also lives

at?

No, no.

She drives somewhere.

Yeah, she drives.

That's too bad they stole her stuff.

We hope they get caught.

Yeah, they got video for sure.

They got video for sure.

Man, y'all today, today, today.

On the lunch menu, ironically enough, we wanted to talk about food, but food deserts.

Do you have, what's the closest?

That corned beef, sorry.

People always

bring on us food, Nitty.

What's your

favorite?

See, we don't get broad food.

See,

Sherwin said you gotta work your way up

to it.

All right, so we still in a boot camp.

We haven't earned it yet.

When people bring you food from an outside restaurant, even though we work at a place with 20 restaurants, that's how you know you made it.

Mama, I made it!

Yeah, all

right, well,

it's true.

We get, you gonna give us a piece of that cornmeal?

How do we got the pizza last time?

That was pretty good.

No, not we, I. Well, you shared with us.

Me and Zach got to share.

We ate about half of that pizza just ourselves,

actually.

I

know.

I had two, he had two.

What is it, eight slices in a pizza?

Yeah, I'm... Damn, Sharon, I apologize.

Oh, you

don't.

But you had to be here for so long.

I was like, I'm not gonna let you go hungry because you in this studio for many, many hours, brother.

It's not easy being here that long.

And you don't get enough time to run into

order or nothing.

Do they door-dash to the, uh, what they, can you call and they deliver it?

Some will.

Bullspot will.

Jonathan, of course, and Mr. Dye's Pies, you know, they got pasties.

They'll bring you stuff.

Most

of

them.

No, they probably will.

But no food desert here, right?

No food desert here.

It's been eating real good downtown.

What is the nearest grocery store to your house?

So

I'm probably a bad example because of where I live.

You probably got a good one.

I'm kind of centrally located.

Well, I wouldn't say a good one.

So I'm the same distance between the metro market on 69th and State Street and Wauwatosa as the midtown pick and save.

So

yeah, you got you got good options.

And then there's a century on 70th and Lisbon.

Then there's another century on 91st and Lisbon.

And if I keep going west, you got the 124th Street pick and save.

So I personally am not more than like two miles give or take.

But they define food desert as a mile or less, which I think is ridiculous because.

It's very, very difficult to have a grocery store.

Because they say a food desert is if you can walk to the grocery store.

Well, nobody walks.

Yeah.

So the definition is kind of narrow.

Do you have a grocery store within a mile of your house?

Well, no.

Do you have one within two or three miles?

Probably four or five.

We definitely walked with our groceries in the islands, though.

That is a trauma memory for me.

Like, I think that's why I always want to take all the groceries in in one swoop when we come home from the grocery store.

because I used to walk up these hills in the Virgin Islands with my mom and little sister carrying like 12 grocery bags.

But yes, Milwaukee County is affected by at least 13 documented food deserts.

And you are correct.

Areas more than one mile from a source of fresh food.

You're very, you know, a lot of things, Shirley.

I mean, listening to your show, I'm like, how the hell do you even know that?

But they said concentrated heavily on the city's own north side.

Officials say recent closures mean the real number is likely higher now.

Over the past five years, major chains have pulled out of Milwaukee neighborhoods at a startling pace.

Pick and save closed five stores last summer alone, including location there for 35.

I think that was the last real.

grocery store in that area, 35th and North Avenue, because then you have Save a Lot on, what is that, Fond du Lac in North Avenue, right before you get there.

So, ideally, it really, I can't tell you any real grocery stores outside of your gals.

Maybe that's on 12th and, what's that?

About 12th and North Avenue.

15th and North.

And then other grocery store I could think of.

I don't know.

You probably got to go towards your side of town to get another one of these grocery stores.

But it brings up the question today, right?

I talked to the homie, man deep.

He owns the Lisbon, 70th and Lisbon grocery store off of Burlai.

They were struggling.

And then there was a.

a cry to the community to show them love and to support them, and I'm hoping that that has helped.

Yep, and they actually owned the one on 92nd as well.

And they advertised here, so shout out to them for that.

Yep.

So, you know, they had to let go of the one on 92nd because I guess grocery store business is down.

Now, what is, I guess my question is, is that because people don't have transportation?

to these other grocery stores.

So they're going to corner stores, gas stations, and all these other little things where people are going to woodmines and buying a gallon of milk and bringing it back to their corner store and selling it to us for eight to $10.

So what are your thoughts, Sherwin, on why in a city that is super affected by food deserts that a grocery store

Would be struggling

so it's it is complicated and I think when we first Heard the term and we look at the black community like all they're closing off our stores because then that just fits into the narrative of their closing CVS's and Walgreens and you know, nobody

wants

to be in the black community with grocery stores It's a little bit more complicated.

So first and foremost, it is not a high profit margin business the way I tell folks to make about

1% profit, right?

So a cart full of a $100 cart full of groceries, that grocery store is making a dollar.

A dollar.

And if you have tariffs, because our avocados come

from

Mexico and a lot of our fruits and vegetables come from other places, then you are cutting into that $1 profit per $100.

But here's the other thing, people don't cook no more.

I don't know why people over here front, like they go to the grocery store and actually prepare meals.

A generation ago, people cooked.

Black women cook.

They had Sunday dinner every Sunday.

They went to the store.

They went and got the greens and the collards and the mustard from grocery stores.

This younger generation don't cook.

Door-dash, Uber Eats, food trucks, all that stuff competes with grocery stores.

And if you only have a $1 per $100 spent profit margin, if I go to Door-dash three or four times a week, think about how much money I did not spend at the grocery store so that it's hard for them to sustain.

They can't keep up because everybody wants things fast.

They don't want it.

They get food off my app.

You can order right off the app, have it delivered.

That's true.

Man, Sheryl, we gotta do this again.

We gotta do this again when you stick around.

We gotta go to break, but I feel

like- You step on you and

Shannon's toes.

Yeah, come on, man.

Come stick around with us, man.

I think we'll be a dynamic trio.

Oh, imagine that.

I think we would have some real good coverage.

Yo, filth and Shannon's crazy mind.

Oh my God.

Filth!

Oh my God.

We would have rain through the roof.

Man, appreciate y'all for tuning in right here on the award-winning 1017, the truth.

It is your boy Ray Nitty.

Don't go anywhere.

When we come back, we have Coach Erica joining us.

Sherwin, man, this was good, man.

Thank you.

This

was good.

We have to do this again.

This week, might I

add?

Hold on, man.

This week.

I'm putting it in.

I'm putting the request in.

All right.

Sierra, can we get Sherwin on the docket?

for sometime this week.

Hold on, wait a minute.

Don't schedule it officially.

Don't go anywhere, y'all.

We'll be right back with Coach Erica on the award-winning 117 to Truth.

Don't

go anywhere.

What up, y'all?

Welcome back.

Welcome

back.

Welcome back.

You are now tuned in to your favorite two hours a day, the lunch break.

It's lunchtime.

Man, on the award-winning 10170 Truth, live from the American Family Insurance Studios, we got Coach K. Coach Erika.

Coach K. Coach Erika, right?

Yeah.

I don't want to mess up your name.

How you feeling, man?

I'm good.

How are you?

Good.

It's always good to be across from Tigers, man.

We travel in packs.

We got Oreo in the building with us today, and Oreo is so scared.

Oreo is shaking.

Calm down, big baby, calm down.

You're probably smelling my dog on me.

That's all.

You're shaking so bad.

You got this pack of jersey.

It's football starting this week.

How you doing?

Your show's starting this week as well.

Saturday.

Saturday.

How you feel?

I know you're... This is... How long have you been doing this now?

So, it started... This part of the journey started maybe like...

two or three years ago.

OK.

But this is my second go around with the truth radio.

Second year

doing

the truth radio.

Let me get my cord from under Oreo.

Second year going on doing the show with the truth.

What is one thing in the two years going on year three now?

One thing that you learned over these past years.

Oh, specifically to radio.

Sure.

OK.

And as it relates to your show as well.

So I would say two things that I learned.

Definitely just trusting the process.

Definitely.

I always say like we everybody has a vision, right?

You have

this vision of what you're trying to create and what's your mission and purpose and what you're doing.

But then it's like.

How do you take that vision in your mind and then turn that into your reality with what you're doing?

So I can say like trusting my vision and my purpose and my mission over the last couple of years of what I've learned is just truly trusting the process.

You gotta trust the process because sometimes it don't always go like how you think it's gonna go.

Sometimes it goes better than what you think, but when you trust the process and keep going, it definitely helps.

And I would have to say the second thing,

which I would be interested to hear how you do this, but a lot of people, I'd be like, do you go back and actually watch your videos?

And I'm actually different.

I actually go back and watch my videos over and over and

that sounds

really weird.

And I like sit there and critique myself.

Okay.

I said, um, too many times here and I did this.

So, but I will say that has helped me learn.

And sometimes, even though it's uncomfortable and you don't want to go back and watch yourself, for me, it's been a learning experience to show myself and have an honest conversation with myself.

Like, where do I need to improve?

Where do I need to grow?

What can I do to make it a little bit better?

So I do not go back.

They tell us all the time, go watch your show.

Please go watch your

show.

I hate how I sound when I when I read it because it's like I talk like a Caribbean man in real life.

That's not how I really talk.

But I got another question for you, right?

OK.

Trusting the process, right?

Yes.

And that's such a like loaded statement, right?

Because so

much comes with trust in the process.

It is.

My question for you is in trusting your process, how do you stay?

And this is why I feel like a lot of people.

don't see the end result of their goals.

And I'm sure you're gonna talk about this on your show as well.

How do you stay consistent and disciplined to the process?

Because that's where a lot of times I fall off at on certain goals, whether it's a weight goal or getting a task done or getting a project brought in at the right time, or even a property

brought in at the

right

time.

You're right.

That's a very complex question, but this is how I would explain it.

So how do you trust the process?

Well, and how do you stick with it?

Did I get that right?

Yeah.

So for me, um, I like to remind people I'm a, I'm a normal human.

I'm not perfect.

Uh, I definitely have setbacks and I make mistakes, but to your point, like, how do I like reshift?

And I talk about this a lot, like learning how to reshift, refocus and get back on track.

Right.

So I think it's going to.

I would say this, because I feel like it applies so much to the world we live in today with the world of media, right?

Because now I can log online and look at somebody post or look at somebody video, and I'm like, dang, I never get to travel.

Dang, I don't have a business.

Dang, my finances is not where I want them to be.

I wish I had this car, this, that, right?

So we all can dive into that.

But I always tell people, like, when you trust the process and how do you keep yourself focused,

even though it's easier said than done, you have to be able to like make realistic goals and

expectations for yourself, right?

So,

you know, it's

like, I always talk about savings a lot.

Like if you're going to save, don't try to say, oh, I'm saving X amount of the game.

Be realistic.

Where are you at financially?

So you

have

to trust the process and save realistic goals that you can, you know, attest to right now.

But that doesn't mean in the future,

that that won't change, right?

And you're fine.

You know, what you're able to say won't look a little bit different.

And the same way with like, you know, our business, it's a lot of people that want to go in business.

Well, business is a lot of work, but you got to trust the process, like take the necessary small steps.

Cause all of those steps go together to help you continue to get to the bigger vision of what you want, which is opening the business.

So I think in short, just really, you know,

Being true to yourself, like we can't focus on what other people are doing.

We have to be true to our own circumstances and starting there and setting realistic expectations for ourselves.

I love that what you said, right?

I need you to coach me

up right now.

I'll give you a real life example of what my struggles be with myself, right?

You said something and that's very important.

Setting realistic.

I'll be having these big elaborate prayer.

I'm going to have 500 doors in two months.

And that's like setting yourself up for failure.

And I'm gonna go back to the food thing.

So I'm very big on health.

I start my day every day at the gym.

Like that's my thing.

I like to go to the gym.

That sets the tone for my day.

I'm very big on health, eating.

My issue is not the food.

My issue, I'm a snacker.

I like cookies, cakes, pies.

Peanut butter.

That's my thing, right?

And when I mean like setting real realistic expectations, I'm not going to sit here and tell you, oh, I'm not going to have not a cookie this week.

Like that would be setting myself up out the gate.

So moderation, that's another word I'm going to use.

So

I stay, I meal prep.

So I stay on my meal prep every single day, right?

I'm focused, I'm eating my meal prep, I'm eating my snacks that I brought in my bag.

But now Friday, I'm like, hey, you know what?

It's a Friday afternoon, I'm going to Starbucks, I'm getting me a warm chocolate chip cookie, and I'm okay with that.

And that's setting realistic expectations, and that's moderation all together.

Because it's not gonna hurt me to have that one cookie, but I'm staying focused, trusting the process, going through my journey, doing what I need to do.

Let me ask you this, right?

Everything you just said, 100%, that one cookie be setting me back so far.

How do you not let the one cookie set you back?

And

that's a real question.

How bad do you want it?

Bad.

Oh, the cookie or the girl.

How bad do you want the result?

The cookie or the ass.

And that's where accountability and having those talks with self.

And again, I know it's easier said than done, but then it comes to a point where

on your trusting the process, how bad do you want the business?

Do you want it bad enough that you willing to sacrifice for the next year and say, you know what?

I'm not going to take no trips.

That's not in my budget because this money that I'm spending playing tickets, hotel, food, excursions, that adds up very quickly.

But guess what?

That can

be starting funds for your business.

So do you want it bad enough?

Because we all say what we want, but do you want it bad enough that you're willing to sacrifice and trust that?

trust through the process through your ability to sacrifice that you're going to get that end result, which is going to be that business.

And the same way, you know, with working out, you know, do you want the results, you know, and you trust the process that, Hey, you know what?

If I start cutting back slowly, I'm going to get those results that I'm looking for.

I

hear you.

So you like, if you really wanted it bad enough, you'd make the sacrifices that's needed

in order to see your

results.

So when we come back.

with coach Erica Odom, Riverside Tiger.

I want to get into sacrifices because I don't think people really understand the importance of the sacrifice.

All those things that you just talked about, the trips you got to cut back on, the friends you got to not go to brunch with.

You know what I mean?

You can't

eat out.

You got to say no.

So when

we come back, we want to talk about the importance of sacrifices and staying consistent with that.

And how you will be coaching people coming up this Saturday on.

On the journey with me coach Erica right here on one on one seven the truth the award winning Let me put that in there.

Don't go anywhere.

We'll be right back y'all What up y'all what up what up what up what up?

Welcome to your favorite two hours of the day your lunch break.

Yes, you are punched in favorite two hours boy Ray nitty DJ brother Z holding us down with the production and sound today.

We got coach Erica Odom on the journey With coach Erica Riverside alumni

CC had to lead the studio and the pre-production studio because she don't want to see all this Riverside Tiger energy going on in here.

But how you feeling coach?

How you feeling?

I'm gonna call you coach for the rest of the show if

you don't mind.

That's fine.

Okay, coach.

I feel good.

Hey, I'm alive.

I'm here.

I'm healthy.

Let's start there.

So I'm just happy and grateful about that.

All right.

So coach coaching me through this session, right?

Coach.

I got to make some sacrifices, but I don't know if I could really make out.

I got friends, coach.

They be called it nitty.

Let's go hit the street.

Right.

But it's like, man, I'm trying to save up so I could put this money in the stock market and buy this next property and so forth.

How important is the sacrifices and what does sacrificing produce in your eyes?

The sacrificing, in my opinion.

is extremely important.

And it's very vital when we talk about, like, I like to refer to the journey or the journey to success, you have to be willing to sacrifice.

That's a part of the process of success.

You have to, and this is why, so it's a couple things I gotta touch on to bring everything full, start going where I'm explaining.

So I'm a big advocate for mindset.

I talk about mindset and everything that I do.

And the reason why I do that, and I use, and I always, like I say, I'm the person who will put myself out there to help people understand the perspective that I'm trying to bring.

Because if your mindset is not in the right place, you're not going to, from a mindset standpoint, be in a place likely to sacrifice, depending on what it is that you're looking to do.

So if you are still, you know, going to your point, all your friends calling you, they want

you to

go out and do

all these

things, right?

But you got over here, you like, Hey, I'm ready to start this business.

Hey, I'm ready to get into real estate.

Well, if your mindset is still shifting towards like, Hey, you know, it's more important to me.

I want to be out on the scene.

I want to, you know, be there.

I don't want to miss it.

Or are you shifting more to a mindset like, you know, you're, you're looking at it from a different perspective.

I know if I get this real estate property, that's going to bring me in potentially more wealth longterm to be able to be out on the scene, to be able to be out and bigger in different situations, probably from what you're going to do.

And, you know, the longterm benefits of that, that's that shift in thinking of how you view different things.

And if you're not there.

From a mindset standpoint, you know, you're likely going to not be willing to make the sacrifice.

Does that kind of make sense what I'm saying?

Because if you're like, Hey, I can look, I'm at a point, a place in my life where I can see the longevity benefit of this, how this is actually going to build me, how this is going to grow me, how this is going to make me better and put me in a position of where I'm really trying to go.

I'm taking the sacrifice.

Y'all go ahead, tell me about it tomorrow.

Have a great time because I'm taking the sacrifice and I'm going to hold out on this one.

And so that's the ability to be able to say no.

And sometimes I had to learn that on my.

journey.

Sometimes you got to say, no, I'm sorry, I would like to be there, but I can't go today.

Let me ask you this.

What are some things that you don't sacrifice while you're on a journey to one of these goals and hitting these things?

What are some important things that because we hear stories of people say, oh, I sacrificed.

I'm sacrificing this.

I've sacrificed so much.

You know, as sometimes.

they're sacrificing things that are very important to their existence as well.

So

what are some of the things you think people should not be sacrificing?

Try not to lose yourself.

Don't sacrifice yourself.

Don't try not to lose yourself in anything that you do.

Always be true to you and be true to who you are, regardless of what's going on around you, regardless of the circumstances.

And so like, going back to what I was saying earlier, for me,

One question I get asked a lot is, you do so much.

How do you do all this stuff?

And my response often is, it's like, I don't even know.

Sometimes I don't know, but I'm here.

But one thing I can tell you though, I'm very big on me.

And what I

mean by that is, if I don't do nothing else today, I'm gonna take that time out that I need for Erica today.

I'm gonna make sure I go to the gym.

And it's gonna look different person to person.

I'm not saying that my way is the way.

I'm only speaking on me.

For me,

It is vital and important for me to go to the gym.

It's vital and important for me to have morning prayer.

That's me.

That's what sets the tone.

That's what

keeps

me going.

That's

how my

day gets started.

So I'm not willing to sacrifice that.

I don't want to talk to nobody in the world until I pray in the morning.

If I ain't prayed, you won't hear from me.

You won't get a response from a text because it's important to me.

I need to stay focused for what I want.

So for me, that's the first thing I'm doing every morning.

From there, I'm going to the gym to work out from there.

I'm coming home.

I'm listening to my motivational people that I like to listen to or different pastors that I like to listen to because that helps keep my mind strong and keep me strong.

And now I'm ready to take on the day and everything that comes with it.

So if I don't get to do anything else, I have to make sure that I keep that time for me.

I can't allow everything that's happening around me to make me not take out that time for me.

So what you.

You're cooking today, coach.

Coach is cooking.

So I could validate everything you just said with my own personal experience, right?

There was a point in my life where I made sure I was getting up at four o'clock every morning, right?

Those are the hours that I felt like I was at most peace and I had to really to myself because everybody else is asleep, right?

And I would get up, meditate, pray.

go