exceed 100 million in annual sales by 2018 and if you need to reach tom patterson don't send him an e-mail. >> i no longer check e-mails between 9:00 a.m. and 5:00 p.m. if you need to get ahold of me during that time, send me a text message or stand up and walk over to me. >> his strategy started long before wikileaks began dripping out secret information. it was a scare at his first job out of college that made him rethink e-mail forever. >> a girl i worked with started my god, and she sent an e-mail and said something she regretted. i just sat next to her and, lyrics gosh, i never want that feeling. >> and according to experts patterson had it right from the expert. a best selling book "unsubscribed" is about the benefits of cutting back on e-mail. >> i think we've had a feeling of safety and security with e-mail for a really long time and now that bubble is real being burst. >> burst, she says, after wikileaks released batches of hacked hillary clinton's campaign infecting some americans with e-mail anxiety. >> it made me feel as a citizen that perhaps we're moral vulnerable. >> i'm thi

day you put on a designed my wife how it doesn't come off and doesn't come undone. >> reporter: tom patterson and his wife erin launched the company eight years ago. to get the shirts into the department stores, patterson turned his technique to underwear. it's a plot twist that earned him a very influential customer. >> so we had an employee come up to me, tom, tom, kevin hart is dancing around in our underwear on instagram. she shows me on my phone. that is pretty school use you'r ." on the road and we are in the store. and i'm like, man, i just need some underwear. i'm out. last thing you want on the road is a dirty dude and flip your underwear inside/out. i put these on and said these are so soft! no, they are soft. i'm going to get them. followers and upwards of 87 million dollars in earnings last year from movies and stand-up, hart has become one of the most influential people in the world. but the self-described authentic comedian wanted to be less show and more business. >> some people can just be nascar, nascar. i mean, you got stickers all over you. or at some point in time people c

tom patterson. founder and ceo of but this unlikely pairing is not the scenario of hart's next comedy. >> i was a frustrated medical device salesman wearing a suit and tie every day and my undershirt seemed to be form fitting for a u.p.s. box. i thought what if i buy some fabric, take a jech to it to a dry cleaners, a tailor a couple of blocks down the street and make photo types. >> reporter: do you remember the >> i was so excited and showing my wife how it doesn't come off and doesn't come undone. >> reporter: tom patterson and his wife erin launched the company eight years ago. to get the shirts into the department stores, patterson turned his technique to underwear. it's a plot twist that earned him a very influential customer. >> so we had an employee come up to me, tom, tom, kevin hart is dancing around in our underwear on instagram. she shows me on my phone. a customer and bought the product at a department store? ." on the road and we are in the store. and i'm like, man, i just need some un

buy one give one philosophy of business led by companies like tom's shoes has a new practitioner and he's only three years old. steve pattersonround the world with a challenge they know all too well. >> next comes the letter d. >> if you asked three-year old jonas. >> this is a dinosaur. >> he'd say there's no better time of day. >> next comes the letter e. >> than a little morning study session. >> elephant. >> good job. >> if you're going to hang with jonas, you better know your stuff. >> you're going to color a trapezoid? he's very studious. >> maybe more impressive than all the things jonas knows is he has to see what he's describing. jonas is severely visually impaired born with peter's anomaly where the baby cornea is clouded over with no light perception. >> your child turns what feels like from this beautiful, precious perfect child to like all of a sudden he's a child that needs to be examined to figure out what exactly is going on. >> it was so painful because it felt like my life had just flipped completely. >> what followed a medical odyssey, 21 eye surgeries before age three. >> it's hard. it's not easy at all. >

still with us, tom van essen, former fire commissioner out of new york city. was in new york during 9/11. also with us steve pattersont of los angeles, nbc's correspondent scott cohen on the ground there in oakland. scott, we were listening. we were feeling and sensing certainly the frustration, the concern and the sadness coming from the leaders out of oakland, california, alameda county, and, really, when we look at what they were saying, and give me your perspective here. not a lot of difference from last hour necessarily. at least by the sorts of questions that were asked. the difference here is that they have so much more in front of them. and that's what they were consistently saying. >> right. and one of the things that we learned was, you know when we first reported about 11:30 or so pacific time, 2:30 eastern time today that they were finally able to get into the building, well, they got into the building briefly, but then the walls started moving and they had to get right back out. so that gives you a sense of how difficult this work is that they're doing. as they just try to get a handle on what happened,