In this deep dive episode, Jon and Allison explore the business of fighting, the spectacle, the characters, and how one charismatic young Irish plumber became the highest-paid MMA fighter and owner of 3 brands in the span of seven years. Conor McGregor starts his story using the proven model and testing avatar traits on his hyper-engaged audience before he finally evolved "The Notorious" cementing his brand success and launching an aspirational marketing campaign that spans into the highest-selling whiskey brand on the market, overtaking $1B in valuation in just over a year.  You'll learn how to use spectacle, avatars, character creation, and even some analytics to build your brand and cement your own fame in the same ways Conor McGregor manifested it for himself. Don't miss the takeaways where Jon tells you exactly how to build your brand's character in a step by step exercise where you'll create your brand's vision and explore how you inspire your audience.