Donovan Bankhead interviews Michael Santander, General Manager of Instrumental Music Center, about his journey in the music retail industry and the importance of hiring the right people. They discuss the shift in employee mindset from wanting to be part of a 'family' to valuing a team environment. They also emphasize the need for businesses to prioritize their employees and create a supportive culture. Michael shares how IMC focuses on supporting individuals with outside passions while still maintaining a dedicated work ethic. The conversation discusses the importance of hiring for personality attributes and creating a strong team culture. They emphasize the need for businesses, regardless of size, to be intentional about their culture. They also highlight the industry's acceptance of diversity and the desire to see more diversity in positions of power. The conversation then shifts to the challenges of e-commerce and the need for the music industry to catch up in terms of online presence. They discuss the importance of being active on social media and having a strong online presence to connect with customers. In this final part of the conversation, Michael and Donovan discuss the importance of marketing and finding the right person to handle it. They emphasize the need for someone who understands the company's culture, product, and vibe. They share their own experiences with hiring marketing professionals and the challenges they faced. They also talk about the changing landscape of marketing and the need to adapt to new trends and technologies. The conversation concludes with a discussion on the value of mentorship and the benefits of having a mentor in the music industry.