Episode 1 - Enter the Entrepreneur with James Phinizy. Author and CEO of PureHeart Unlimited Media Publishing
Kate chats with James Phinizy, the founding visionary and CEO of PureHeart Unlimited Media Publishing. He is a seasoned actor, artist, and Bronx native who started his creative journey as an early childhood educator, teaching preschool on Park Ave, where his zany comedic spirit and sassy edge will forever have him revered as “Mr. Phinizy”. After teaching and mentoring countless children and parents all over New York for over 20 years, Mr. Phinizy is finally bringing his words, his songs, and his inclusive NYC brand to life, to a willing audience of kids of all ages.
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Transcript:
Kate (00:23):
Welcome to season two of eight by Kate. I'm so excited to be back. I had a wonderful couple of weeks off and I hope everyone did as well. And today I'm excited to kick off season two with a very special guest and friend James [inaudible]. He is an author and entrepreneur and all around bad-ass. And let me go ahead and, and get his bio to you. James Phinizy is the founding visionary and CEO of pure heart unlimited media publishing. He is a seasoned actor, artist and Bronx native, who started his creative journey as an early childhood educator, teaching preschool on park avenue where his zany comedic spirit, which I know very well and sassy edge will forever have him revered as Mr. Phinizy after teaching and mentoring, countless children and parents all over New York for over 20 years. Mr. Phinizy is finally bringing his words, his songs, and his inclusive New York city brand to life, to a willing audience of kids of all ages. Welcome James.
James (01:43):
Oh my goodness. What a entrance I love.
Kate (01:47):
I rolled out the red carpet for you.
James (01:51):
I am taking my time with my champagne as a shred down. Thank you.
Kate (01:58):
I love it. And I'm so happy that I know we've you and I had been talking for quite a while of having you on And just getting to know you over these last couple of months has been such a treat. And thank you for allowing me into your world.
James (02:14):
I would say ditto like these young kids don't know about that they don't know about that. They don't know about that. They don't know that, but it's mutual. I feel the same way about you, darling. I really am so grateful for just like, yeah, energy, you know, you were a good egg and I appreciate it.
Kate (02:34):
Well friends for life now, so
Kate (02:39):
Well, you know, I want everyone to learn as much as they can about you because you know, I have over the last couple of years anyway, I've been really drawn to people that are trying to make a difference. And I'll say that not only in business, because I do lean towards clients now that have a message about community and doing greater things. And I look for that now in clients. Right. but overall, I really am drawn to this personally as well. So let's get right into it. And, and I want you to tell everyone a little bit about your book, which by the way, I don't have one, but I have two copies adventures of pretzel, boy, a twist, a tale. I want, I want you to tell everyone a little bit about it and who was involved with you and let's start from there.
James (03:38):
You know the ventures of principle, it's a great question, by the way. It was one of those stories that the evolution of it and just so many people involved is actually incredible. It really is an amazing story that has managed to literally somehow touch different people all over the world, you know, and it's just one of those things. There's being a part of it as a creator. I've never seen anything like it, just the electricity around it and this character. So, you know, you're doing something right when everyone, you know, is drawn to it. And it's myself, a business partner, shout out to Kesha. And we collaborated, you know with this dope artist who lives in the Ukraine, the Ukraine, and speak a lick of English. And we were able to collaborate with him. I had to learn a little Ukraine, But he knew a lot of you know, English, maybe more than what he said he did. And we just went up creating like a really strong brand and brotherhood. I mean, my God, but to get to that point, it was definitely, you know, an adventure in itself, but it wound up manifesting into this incredible story. And the venture is a principle. It's just the old, you know, old tale with a new spin to it, but
Kate (05:02):
The twist
James (05:04):
Not frigging what's the bread. So by the way, but, you know, and, and it's one of those amazing stories to where so many people like just came and was involved in, made it more amazing. And just from that, you know, also New York city windup becoming incorporated in it. And, and just even creating this story, I was really intentional on making sure that I wanted to create a New York brand from all these experiences. You know, this is my stamp, giving it back to New York, what it gave to me. So, you know, eventually the principle is, is that it's two boys. They put a pretzel inside of microwave. The pretzel comes to life and winds up tearing New York city to shreds. But the hilariousness of it is just this spunkiness of this character, you know, who just won't back down, he's, you know, fearless, he's funny, he's hilarious as a personality on a thousand. And he just is a really great inspiration of just like being yourself with no excuses, you know? And I love it.
Kate (06:15):
And to be honest with you, when I read the book, I do, I see so much of you in that
James (06:21):
A little bit. You are in everything you create. And I have, you told me that intentionally, that's what I was doing. No, it wasn't. But I think that every power, third that you create, there is a bit of you. That's what they say. So I believe that
Kate (06:37):
Well, so you, that you did the book, but when you were doing the book, what was the, the audience that you had in mind when you were developing this book? Because that's so important to doing anything nowadays, right? It's understanding who your audience is, so that you're delivering a message to them. So what did, what does that audience, what did it look like for you?
James (07:00):
Well, you know, it was so funny that was such a scary line that I didn't want to you know, overly clear that it was dancing, but I just did it. I wanted to always make sure, cause my intention was even to the dedication was like this book is to the kids of heart, of all ages. I wanted to create something. Well, I'm just thinking about family. How can I create a product where people from all ages from two to 92 could enjoy it. That was my original intention. Of course. Now we're going now to marketing and you know, you need a little bit more numbers for a young age, but I was creating it with two kids who I was also collaborating with from who I used to teach, where I wound up becoming a caregiver with. And they inspired the book so much that it was, it was really a graphic novel that we're creating together. And just with them inspiring. And then we did that. We published a graphic novel, and the wind up being such a strong demand for younger kids, loved it so much that we went back and created a storybook version, which was even better because it's just a shorter version of the graphic novel. And kids ate that up. People loved it. It was amazing. It's a perfect little storybook and it's just one of those things to where it keeps telling us, you know, you listen to when your audience tell you what they want.
James (08:26):
So, you know, finding the gold in the storybook edition. So many kids now from the ages of like three to eight, our, our sweet spot, you know we've done some great literary initiatives and principals. It's been like the host of those fun things. And you just really get to see these kids who really love this character. And it just remains reminds me like, okay, this is why I'm doing this. You know, I say that to say with kids of all ages, this is how I know I kind of got a little bit of that. And this is goes to say it, you know, giving some credit to the power of intention was one of the, the principals, obviously the assistant principal when we were doing the presentation and I wanted to bring it to life, to kids for one of these reading initiatives.
James (09:11):
So we had it plastered on with the images on the big screen as I was reading it over set up. And they were so engaged. It was a great night. And you see, I look over and I see the assistant principal sitting in the, in style with his board down, more engaged in all of the kids and they were engaged, but he was so engaged that I said, got you, that's exactly what I wanted. I wanted people of all ages to be engaged. And he was able to get engaged in and let me know. It was something that he enjoyed when I gave him a shirt. Oh my gosh, the principalship, you would've thought $10,000. You don't love the brand. And that is it. I want it to be able to create a brand to where even with educators, teachers, you know, other creatives, whoever, you know, get it to where it's like, you know, they, they aren't engaged and I love it. So
Kate (10:08):
Why a children's book? Like I think about it and it's such one, it's a super hard market. Right. And
James (10:22):
Every single body.
Kate (10:25):
So I guess that's my question to you is like, why, why was it important for you to do a children's book?
James (10:32):
Oh my goodness. You know, it was so funny because it was always, I looked back at a paper that I wrote like 15 years ago and dismiss these something in form of like manifestation, because it was always on there to do children's book, author, you know, two things, believe it or not. And I didn't know what the storyline was going to be, but I've always had stories. I've always had ideas and creative things. And just to go back into it before this is one of those things where you kind of find yourself moonlighting into some things that lead you to other ventures and things. Sometimes there'll be great things, you know, if you're paying attention and you just go with the flow, that's why people like Oprah say stay open because you never know where it's going to leave, you know, but I've been teaching preschool, as you said at that park avenue place.
James (11:21):
And I became really good friends with some incredible parents. I mean amazing. And the one mother, and particularly as the one who her and her kids had created this awesome thing with, but a lot of other parents, you know, some of them would be like executives of these networks. So I would have different networks calling out of the blue. I would have like you know, maybe a Nickelodeon or NBC kids or sprout and different things. And I would be pitching ideas and creative things and different development things to different networks. And this is one of them still teaching, of course. And in the process of that, you know, it was always there were always deals for me to have had publishing deals, but I never took any of those deals because they did not benefit me in the long run to where I felt like what my talent had needed.
James (12:22):
So, you know, there were many ideas, many great, and some that still are going to get developed, but I just didn't press a green button to develop with them because I wasn't going to be in the benefit of it. And the reason why, honestly, we're going to be intentional to say why I went back and created my own publishing company is because it was important for me to own the right on my brand and to have that level of creative control. So that was key for me, you know, we, you and I both share one of our favorite artists was the prints and, you know, it was one of his things that he always went out of his way to make sure that he taught that, you know, and encourage that for artists to own and control their own art. So it was important to me because I just had seen where, you know, my vision was not in alignment with other people's networks. So it's like, go make your own.
Kate (13:14):
Yeah. It's and you know what, my next question on here was why become an author, but now that I'm listening to you being an author and making that decision is one thing. Right. But I think the bigger thing here for you is why develop this publishing company? I mean, that's even, that's even a larger, and I'm a very similar to you where if I am put off with something, I wind up just going and creating my own because it, you know, then I know what it's going to be. I know what the outcome's going to look like versus, you know, putting all my trust into somebody or something. So I understand that take, but, but that is, you know, you've already answered that question of why, you know, become a publishing company. So
James (14:03):
It was important to me as a black man to make sure that I had owned that because you don't really see a lot of black male in the industry. And is that because the talent isn't there just because sometimes they're blocked out. So, you know, for me, going back understanding that, you know, wanting to make sure that I'm intentional on being able to control the art control, what I'm doing. There's many other books coming, and there were some even on the table, but just taking the deal that benefited me to be able to have these great ideas and then develop that. And I'm going to be honest, I didn't want to start a publishing company. That was the last thing on my mind. I said, no, that's not what I want to do. But you know, when you in meditation, the creator told me, that's what you're going to do. I said, that's not what I want to do. There's too much work.
Kate (14:51):
Well, that's how I started my company is because I had a company that I needed marketing for. And a lot of what I was being given, I just felt was not connected to my company and my brand at the time. And I was like, I just got to learn how to do this stuff myself and figure it out because at the end of the day, I'm in charge and in control of, you know, this investment that I've made in this business. So, I mean, I think that's where a lot of things you talked about, you know, writing something on a piece of paper, and I think that's, that's so cool that, you know, you know, like you said, manifesting it or it coming to fruition. Yeah. But it's also really interesting how all those twists and turns happen and, and how open you've been to those different changes. So, you know, that brings me to what is the why to the book, meaning what makes you want this to be success a success, and where does that passion come from? Like, and I'm talking specifically about the book because the messaging so great. I think we don't have enough of books like this out there. So explain that to our audience. Cause I love this about, about your story.
James (16:05):
Well, thank you for asking that another great question. And you know, for me specifically about this book, the first of its series is that, you know, I wanted this specifically to kind of encourage resilience and the inspiration to its readers, you know, winning the service, almost like a change agent or agent of change, a children's medium at some point, you know, so that we can make sure specifically as I'm creating this, I'm coming from all these experiences of just being able to be around so many different backgrounds and people, cultures dynamics, family dynamics, so many different people, you know black, white, Asian, Latin India, like a melting pot of just different cultures having the privilege to be there and taking this on and in that as I'm going on and just different people in different elements, I wanted to make sure that I'm creating, you know prioritized ties in an inclusive and perceptive way of learning as we create this brand.
James (17:13):
And, you know, when we speaking of the resilience of the principal, right, you know, he just refuses to let obstacles stop him. Oftentimes, you know, that could be the one thing that we will allow ourselves to get stopped in situations is because our mindset, you know, and that's something that was really passionate to me, you know, is that when I do have opportunities to speak with kids or any groups, every time I'm reading this book, you know, I'm always making sure I'm following up with be resilient and going after your goals, because the only person who can stop your greatness is you don't let that person, don't let you even stop you from it. Yeah.
Kate (17:52):
I love that about you. And I love whenever we have our conversations, it always winds up coming full circle to just like uplifting, you know what I mean? And, and that definitely comes through.
James (18:04):
Thank you. It was, it wasn't an easy feat, you know, it was always about, you know, fun and the adventure of it, but in the process of just making sure that everything that I'm producing on the pure heart, unlimited media and publishing, I want to have that moral, you know, I feel like being the time now where people are missing, that they forgot about that. Everything is great and we'll, let's have fun, but let's not forget about the morals because they are there for a reason.
Kate (18:32):
You know, this is a marketing podcast, obviously. So I, I have to ask this question which is, you know, what has been some of the struggles around either being an author or even just marketing this children's book and maybe give a tip or a don't do to other people that either self publishing or looking for publication or what have you, or just around the children's book itself and kind of maybe also, what do you think your strengths are in marketing? This book, I know that was a lot in one question, but I'm trying to get it all in.
James (19:09):
You know, you might have to like email me that question and break it up. I mean, I'm gonna try, I think, you know, honestly, if you going to start into this venture what you're going to need to do is you're going to have to follow myself and Kate and clubhouse post this conversation because there's no way I can answer that question in like three minutes and that's going to come. And I feel like, you know, what's so funny. I'm glad you asking me that because I feel like that is something that's gonna even come from this. What I even heard you say that an idea sparked because a lot of people have been asking me these questions and you know, these are questions that are becoming like people asking me this at least a bunch of times a week, wanting me to help and guide. And I said, okay, well, this is something that's actually branching off and gonna become as it may be a how to self-publish your own a manuscript, because this is a process and myself and my business partner, Kesha are talking about it. You know, in doing that to her, you're going to need a step-by-step to do that. It's not as easy as people think. I think some how in people's heads, they're like, I'll just be an author. It's not that people say that I've heard people say that to me. They,
Kate (20:29):
You know, it's really
James (20:32):
Easy,
Kate (20:34):
But that's all business. I mean, we work with, you know, hundreds of businesses that, you know, they're like, they build a website and they're like, I don't understand. I only it, and I don't have any traffic to my website. I'm like, yeah. Cause nobody knows it. You've got a mark in it. Like they just think like that they do it. They're like, but it's a great, I go, yeah, you have a great concept. I agree with you, you know, but a great concept doesn't win it any longer. You know, you got it. And you know what, though, James, I will say that one of the things that made me connect a lot with you though, is because I spotted something more than just a book. Okay. So with you, it was like in my head and I thought, well, you and I have already discussed this. You are the brand behind this because of who you are and you're super likable and you have this charisma and that's, what's going to really set you ahead of others that are doing something similar. And I think a lot of people don't understand that and you do really great networking and connecting and you know, that's a gift, you know, a lot of people don't understand. That's a part of marketing, networking.
James (21:48):
It takes honestly, truth be told. And I'm glad that you're saying that that is a skill set that you are always learning because you could be in the right room with the right person. But if they don't like you, then you know, you have to work on just approach speech communication, not God. That is a skillset in itself that people don't understand. So I, you know, and that's all the form of the marketing. I only say that to say in all those things is that it does take a form of a grooming and a process that you have to learn. And then when you get to the level of just knowing what it is that you want to create and then going after it and identifying it as you create it, knowing what you're going to do once you create it, you know, you always want to be able to bring marketing.
James (22:32):
I didn't realize this until you know, maybe well into the middle, but this was told to me this was the concept thing that was always brought to me. And I'm glad it was always brought to me. Cause I'm sitting there for four or five. I had to look at it. But you, you, you want to start your marketing from the beginning, from the concept that you're building your audience, as you're creating this thing, they're going to tell you what they want and what they don't want, you know? And then you build off of that. And just as you, you, you know, you don't have marketing plan with, you know a good book. It's literally like having a dead fish in the middle of the ocean.
Kate (23:08):
Yeah. I don't think that you can self publish without having soft skills. Like, so you have the hard, yeah. You have the hard skills, you know how to write, you know how to like, you're proficient at those things, but I'm talking about self publishing. If you don't understand that you also need to have a strong, you know, a bunch of strong, soft skills. And like I said, communication and networking and all that stuff. And, and Hey, what did we talk about before we, I pushed record today, we were talking about the hustle. We were talking about the hub,
James (23:39):
A hustle. Listen, let me tell you something. This is not for the faint of heart, but it is. It's not because what, what I'm even realizing it as, you know, as I'm going through it. And then there's times to where as you going after anything that is closer to your dreams, there's going to be a level or wall of like some form of fear here. Like this is scary stuff. You're going to be trending in scary waters, but it's good because you know that you're going to, you're on the right path. It's scaring you for excitement because you want to bring yourself to be able to ride the wave of it. And you know, when you can, it is hard work. It's very hard work, but the reward is the people that are saying, you know, your book, I love it inspired me, did this, you know, the amount of kids who loved that book and just the people, the adults as well. That for me, it's like, it's, it's worth it. You know,
Kate (24:34):
Snacks for Mr. James [inaudible] and adventurous and principal.
James (24:39):
Well, that's a great question too. Did
Kate (24:44):
I know you got a laundry list, but
James (24:47):
You know the there's a film and voiceover stuff, you know, for Mr. Phinizy, we're expanding, this affinity is a brand. This is the first stuff that this is the first stop. And the place that we stopped at once was the publishing of the book. But of course, you know, we've got to bring our guide to life. Principle boy is about to take over this industry. He just is, he is pop culture. So, you know, I'm excited to collab with New York city life. I'm excited to make art as you bringing him. So life collaboration with artists and brands, so excited about that and just, you know, putting together some fun great department of education programs. We've got go in to some fun, you know, food and lifestyle stuff. There's some fun future projects coming from, you know, pure heart. You know, I just really excited so much to be excited about. So, you know, bringing principles to life, you know, that's, that's already happening. There's a screenplay, we're in the development of, you know, like ready to shop that around. So that's my number one goal right now is just bringing him to life, all aspects that we have.
Kate (26:00):
So to get people started, obviously they need to get their hands on this book, especially if you have a children, this makes a great gift as well. I mean, this is, this is, I mean, I've gifted it. So where can people purchase the book?
James (26:16):
We are available on Amazon or Barnes and noble. You can look us up even head over to our website at the adventures of pretzel, boy.com. Also, you can follow me on IgG James Phinizy P H I N I Z Y or my I also Mr. Fantasy underscore the author or my Twitter at Mr. Underscore Phinizy that we're around. Check us out, Google proud. So boy, I'm telling you, it's going to be exciting because we also have some fun Birch. We got the principal dog come in, we have you know, the pretzel boy Espanol versus audio version principle. We have, you know merchandise shirts. I mean, we're getting ready for the holidays. So it's the perfect gift I kid you not right.
Kate (27:14):
Is I completely agree. And you know, parents will be thankful if it's gifted. So I love that, James, thank you so much for joining me today. I am. I'm so happy. We finally did this one.
James (27:31):
Well, I'm excited that you had, I loved it. Thank you so much. You know, every time I get a chance to connect or collab with you, it's always magical. I appreciate you, my darling. Thank you.
Kate (27:46):
Thank you, James. And next time on eight by Kate, we'll be discussing eight ways to get ready for your holiday marketing. So make sure you tune into that one as well, and as always, thank you for listening and happy marketing.