belinda emerson, is the host of small business chat.he publisher of succeeds aher own boss.com. great to see both of you guys. >> thanks for having us. >> i loved this story. "a," of course because it's so fun to see all those people doing world records but "b" is, i mean, there was the guinness book of world records and that was it. he had an idea to take them on. and that's amazing to me. >> you know, the world is waiting on somebody to build a better mouse trap every day. and unfortunately the guinness folks let their brand get old, stale. there's a younger, prettier model now out. record setter is cool, it's hip and brands that want to be associated particularly targeting young people willing to do crazy things, this is a no brainer for them to be using this company. >> you know what it is? it feels modern to me, that company. >> with today's day and age, with mobile changes and social media there will be new opportunities in every industry. what they did, they looked at an old industry in a unique way from the ground. they've creat