We don't usually talk about business on the show, but the CEO of BASIC was willing to talk about how he runs his and we were happy to listen (and take notes). Matt Faulk is BASIC's CEO and Executive Creative Director. He always knew he wanted to do something big and is not surprised he ended up leading a company that does award-winning work brands like Apple / Beats by Dre, Nixon Watches, and BB Dakota. His career has taken him all over the place, from basketball and professional BMX riding to bartending and graphic design. He says his goal with BASIC was to build a company where everyone involved had a stake in it, a say in it, and helped decide its direction moving forward. Today, BASIC leads creative efforts across traditional and digital initiatives for some of the world's biggest lifestyle brands. They got there by engulfing themselves in their clients' businesses, becoming experts at doing small things well, and by putting people in the right spot. He also credits his network and the relationships he has built over the years.