. >> adam is a professor of marketing at the nyu sterns school of business. he says entrepreneurs like darrin and dave use fear in a direct way to market their products. >> what i would like you to do is make a plan and work your plan. >> one of the big keys is if people are feeling fear tull, you give them a tool or tools to deal with that fear. you give them a sense of control. >> equated back to insurance. our demographic is people who want to be able to be comfortable and survive if there's an emergency. >> they actually manage the fear, overcome it. even though the chance of something bad happening is small, we want to know it's something we don't have to worry about. >> fear is a very strange emotion. it's beneficial but also very destructive at the same time. >> like many preppers, dave, the store manager, lives on a compound at this remote location. he keeps his family and emergency supplies secured behind this steel fence. >> let's say it's a terrorist attack or major earthquake or crash of the dollar. when that takes place, i highly suggest somebody

luke williams, the executive director of the berkeley center for entrepreneurship and innovation at nyu sterness school and josh elman and josh's current investments included education startup creative live as well as media startups. guys, great to have you on the show. let's huddle up and have a discussion about what we think about top hat. >> as a professor i can't tell you how annoying it is to have people distracted on their cell phones or computers. what i want to find out more about is how is questioning actually enhancing the learning. >> i love the idea of changing the call of getting people on their smartphones. i have a little bit of question of what this does to both really change the learning. >> i was going to transform it into a crowded market was one of my first questions and the other is he's got 80 employees. that's a lot of people to pay. okay, andrew, you're now in the hot seat. luke, first question goes to you. >> your pitch just looks like it's replacing those annoying little, you know, clickers that people have to respond to multiple questions. how are you labeling this?

here is the finance professor at the stern's school of business at nyu.welcome to the program. so it's way overvalued and should be $100 less. you've got 30 seconds to make your case. >> i think the key to remember or draw a distinction in prices. prices set by the market, supply and demand and value the places of judgment. i want to emphasize this is my personal judgment based on my views of the company and i have an optimistic view of the company. as large as audi. stuart: as large as audi. >> and margins of the porsche that's up there. the value i get is about $70. and there are lots of risks getting there. stuart: why is the thing valued at-- the market price is 160 odd. why so much above what you say is the value price? >> there's one thing i've learned in 20 years with markets, that you never try to explain the price. the price is set by supply and demand and this is the momentum stock. driven by people who love the product and essentially using it as justification for pushing up the price so i think that explaining the price is almost impossible to