Get All Access for $5/mo

Being a Proper Entrepreneur The co-founder of Irish whiskey brand Proper No. Twelve talks about his business partner, MMA fighter Conor McGregor, and gives advice for going the extra two percent.

By David Meltzer

Opinions expressed by Entrepreneur contributors are their own.

Ken Austin is the co-founder of Proper No. Twelve, an Irish whiskey brand. In this episode of #ThePlaybook, he talks with host David Meltzer about launching the business with Irish MMA fighter Conor McGregor, his "Rule of 101" mindset and how Millennials are right to prioritize happiness at work.

Austin talks about the beginnings of Proper No. Twelve, relating the Irish whiskey category to tequila ten years ago — a category initially dominated by just a couple of brands but now is booming. He talks about seeing the "white space" of a category with no clear number two or three. Later in the interview, he talks about reaching out to McGregor after the fighter said he intended to launch an Irish whiskey during a televised post-fight press conference.

Austin discusses his "Rule of 101," explaining that most people operate at a 95-to-99 percent effort but that all-star entrepreneurs put in an additional two percent. He suggests putting in the extra, believing in yourself and the people around you and never giving up are the keys to success.

Austin also talks about the importance of not taking yourself too seriously, humility and the Millennial mindset that prioritizes happiness. He says that Millennials are 51 percent correct to want to be happy at their jobs and that they would be happier overall if they also put in the work.

Related: How to Thrive During Civilization 3.0

David Meltzer

Co-Founder of Sports 1 Marketing, Speaker, Author and Business Coach

David Meltzer, co-founder of Sports 1 Marketing and host of Entrepreneur's podcast, “The Playbook”, is a Top 100 Business Coach, global public speaker and three-time international best-selling author who has been honored by Variety as “Sports Humanitarian of the Year”.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.

Business Process

How CEOs Can Take Control of Their Emails and Achieve Inbox Zero

Although there are many methodologies that leaders can use to manage their emails effectively, a consistent and thought-through process is the most effective way to systemize and respond to emails and is a step of stewardship for the effective leader.

Marketing

5 Critical Mistakes to Avoid When Giving a Presentation

Are you tired of enduring dull presentations? Over the years, I have compiled a list of common presentation mistakes and how to avoid them. Here are my top five tips.

Business News

Former Steve Jobs Intern Says This Is How He Would Have Approached AI

The former intern is now the CEO of AI and data company DataStax.

Science & Technology

5 Automation Strategies Every Small Business Should Follow

It's time we make IT automation work for us: streamline processes, boost efficiency and drive growth with the right tools and strategy.