michael simmons is the co-founder of the extreme entrepreneurship tour. they bring the top entrepreneurs to places around the country for conferences. great to see both of you guys. >> thanks for having us. >> i loved this story, afrmth"a because it is so fun to see all the people doing world records. "b" is, there was the guinness book of world records and he had the idea to take them on. >> the world is waiting for a better mousetrap every day. the guinness folks let their brand get older, steal. there is a younger, prettier model out. record setter is cool and hip. brands that want to be associated, particularly targeting young people willing to do crazy things, this is a no-brainer to be using this company. >> it feels very modern to me, that company. >> i think with today's day and age about mobile changes in social media, there will be new opportunities in every industry. they looked at an old industry in a unique way from the ground and they have created a compelling model. >> comparison really struck me. we are the wikipedia to the guinness book o