willone at this table agree that is a fast, easy way to get money. turned down a lot of things.ve turned down most things. want us to get into the wine business, the commercial olive oil business, all kinds of things you can put your name on that aren't , but ifily a bad idea you want to manage your brand in the long run, the high quality that you assume it's got to be. >> younger people who come to me for advice or just starting to get to that point where they have opportunities. i always say you are in a great position, there will be lots of opportunities. if you start making a lot of bad becomens, it's going to part of that brand and it might not be the best brand. i'm not going to take you what brands i've said no to, but i say no all the time. restaurant chains, and when i say lucrative, i'm talking about life-changing opportunities, but you have to check your gut. your gut knows if it doesn't feel right, and you just have to walk a rate -- walk away. down diet coke. i sell it in all my restaurants. if you walk into my restaurants and order a diet coke, you get a diet coke.