Becoming a Brand: Celebrity Chef Jet Tila

Branding experts like Chef Jet Tila have created an all-weather strategy for ensuring they’re able to provide for their families no matter what happens. The secret is creating multiple revenue streams through diversification. It’s not a easy process but the end result is looking pretty good these days. On this episode Jet Tila takes us on the journey from executive chef to household name.

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SHOW NOTES

• Starting in entrepreneurship
• Dropped out of high school
• Became a chef on a fishing boat
• Had many skills
• Commerce
• Accounting
• Customer service
• Culinary skills
• Career path into hospitality
• Hosted cooking classes at his mom’s house
• Written in the Times
• Went to culinary school
• Wanted formal education to assimilate into the culinary world
• Getting credentials
• Being an executive chef felt isolating
• Restaurants were a means to an end
• Didn’t allow for family time
• The importance of mentorship
• Studying the brands of chefs Jet idolizes
• Neil Fraser
• Bobby Flay
• Brave entrepreneur
• Elton Brown
• Media savvy
• Guy Fieri
• Global brand
• Read business books
• Ask questions to great people
• Diversification is key
• To transcend, a person needs to become an institution
• You can be in multiple places as once
• Steps to becoming a brand
• Put your name where your restaurant is featured
• Get to know PR people
• Go the extra mile
• Getting onto TV
• Teaching in the School of Cooking in LA
• Taught working professionals how to cook
• Students happened to be producers
• One TV producer worked for the food network
• Networking is important
• Doing a good job
• Introducing yourself politely
• Lessons learned
• Blowing off Mark Peel by being too arrogant
• Find phenomenal mentors
• Be gracious for the opportunity
• Rejecting a job at Google
• What would life have been like?
• Goals before 2020
• 2019 busiest year in Team Tila history
• Looking at TV pilots
• Consulting with major TV networks and brands
• Social media growth
• The effects of the pandemic
• Lost momentum
• 60% down on revenue
• Pivoting into digital
• Netflix shows and NBC
• Licensing and marketing opportunities
• Food Network Live
• A-ha moments
• Finding balance between family and business
• We have an addiction to work
• Mental health fuels us to be high achievers but also hurts us
• Finding time for himself
• Space to reflect
• The future post-pandemic
• Many won’t survive
• The share of the market will increase
• Learning to work from home more
• Words to the industry
• This will pass
• Find a way to get through this as there is light at the end of the tunnel
• We can learn the lessons