How I Built This with Guy Raz: Dude Perfect – Cory Cotton and Tyler Toney (2021)

In this engaging episode of How I Built This with Guy Raz, host Guy Raz delves deep into the journey of Cory Cotton and Tyler Toney, two of the five co-founders of the globally recognized entertainment brand, Dude Perfect. From humble beginnings in college to becoming YouTube sensation with billions of views, Cory and Tyler share their stories of innovation, perseverance, and teamwork.

Origins of Dude Perfect

College Beginnings and Friendship Formation ([03:29] – [09:38])

Cory Cotton and Tyler Toney recount their college days at Texas A&M University, where they met fellow enthusiasts who would become integral members of Dude Perfect. Growing up as pastor’s kids in Texas, both Cory and Tyler developed strong values and a sense of community, which later became the foundation of their brand.

• Cory Cotton: "We specifically attended Bible study because we were looking to replicate the friendships and brotherhood that we had."

Their shared love for sports, particularly basketball, and their participation in various activities like intramural teams and Bible studies fostered a tight-knit group dynamic. This camaraderie set the stage for their collaborative ventures outside the classroom.

The First Trick Shot and Viral Explosion

Creating the First Video ([26:50] – [53:39])

The inception of Dude Perfect can be traced back to a spontaneous trick shot in Tyler’s backyard. Equipped with a portable basketball hoop and a basic camera, the group filmed their antics, unknowingly capturing lightning in a bottle.

• Tyler Toney: "That was the first one we ever take. And so I'm like, oh my gosh, this is going to be like, I have no control over where this goes."

Their initial video, titled "Backyard Stuntman," was intended for friends and family but unexpectedly went viral after being featured on Yahoo's homepage. This surge brought them national attention, including a feature on Good Morning America.

• Cory Cotton: "We had a bucket list idea of at some point in my life, I would love to put up a video on this new thing called YouTube that got a million views."

This breakthrough instilled the realization that their passion for trick shots could evolve into a viable business, prompting them to formalize their group into Dude Perfect LLC.

Building the Brand Amidst Challenges

Transitioning to a Full-Time Venture ([53:39] – [81:47])

Despite the growing popularity, Cory and Tyler continued to juggle their college responsibilities and day jobs. The group's relentless commitment led to significant milestones, including securing a $50,000 contract with GMC for high-profile commercials.

• Cory Cotton: "That was life-changing for us."

However, the intense workload took a toll. Cory experienced Bell's palsy, a paralysis of the face, attributed to prolonged stress and inadequate rest. This health scare underscored the physical demands of maintaining a burgeoning online presence.

• Corey Cotton: "This is a practical example of how hard we really were going."

Determined to persevere, the team strategized to dedicate weekends exclusively to Dude Perfect, ensuring a balance between their personal lives and their growing enterprise.

Scaling Up and Diversifying Content

Expansion and Professionalization ([81:47] – [91:33])

By mid-2014, Dude Perfect transitioned into a full-fledged media company. They expanded their team by hiring professional editors and establishing an office space designed to foster creativity and collaboration.

• Tyler Toney: "If you think about it like, you have to decide in that moment, you know, how am I going to handle this."

This period saw the diversification of their content beyond basketball trick shots to include various other sports, comedic sketches, and large-scale stunts. The partnership with Nerf marked their first significant sponsorship deal, reinforcing their credibility and attracting more brands.

• Corey Cotton: "We just realized that this is a whole thing. Like, this is a world that is available to us."

As their audience grew, so did their influence. Dude Perfect began hosting live shows, releasing merchandise, and even venturing into film production, all while maintaining the core values of authenticity and teamwork.

Maintaining Team Dynamics and Core Values

Navigating Success and Personal Relationships ([91:33] – [95:38])

Success brought its own set of challenges, particularly in maintaining harmony within the group. Cory and Tyler emphasize the importance of their shared faith in resolving conflicts and sustaining their friendship.

• Tyler Toney: "Truly because of our faith. And I think, you know, as five Christian guys, Jesus was all about loving people and forgiving people and serving people."

Their commitment to quality and authenticity kept the team aligned, ensuring that every project reflected their high standards. This dedication helped Dude Perfect stay relevant across multiple platforms, continually evolving their content to engage a broader audience.

Vision for the Future and Continued Growth

Ambition and Looking Ahead ([95:38] – End)

As Dude Perfect cemented its status as a media powerhouse, Cory and Tyler reflect on their journey with humility and foresight. They express a desire to remain versatile, exploring new avenues such as film and live entertainment while staying true to their original mission of providing trusted, world-class entertainment.

• Cory Cotton: "We're trying to do a bunch of different things. We've got a movie that we're just starting to work on, and so we're kind of trying to tackle it all."

Their recent achievements include announcing plans for new headquarters in Frisco, Texas, featuring a theme park, and being the subject of an ESPN 30 for 30 documentary, Dude Perfect: A Very Long Shot. Additionally, they continue to break world records, such as the highest basketball shot off the Strat Tower in Las Vegas.

Key Takeaways and Insights

1. Perseverance Pays Off: Cory and Tyler’s relentless effort and willingness to push boundaries were pivotal in Dude Perfect’s success.

2. Authenticity Matters: Maintaining genuine content and never faking their trick shots built trust and a loyal audience.

3. Teamwork and Faith: Strong interpersonal relationships and shared values helped navigate challenges and maintain group cohesion.

4. Adaptability: Diversifying content and exploring new media platforms kept Dude Perfect relevant and engaged a broader audience.

5. Strategic Partnerships: Early sponsorship deals with brands like GMC and Nerf were instrumental in scaling their operations and enhancing credibility.

Notable Quotes

• Guy Raz: "Dude Perfect is based in Frisco, Texas, not far from Dallas and just a few hundred miles from where they all met at college."

• Tyler Toney: "This is the power powerful backing of American Express."

• Corey Cotton: "If you did fake it and people said it was fake, then you might have felt bad because you're like, oh, they found us out."

• Tyler Toney: "I think the only reason that Dude Perfect is still a thing today is truly because of our faith."

• Corey Cotton: "We are perfectionists, right? We all are. And we are all willing to put in that extra effort."

Conclusion

Cory Cotton and Tyler Toney’s journey with Dude Perfect is a testament to the power of passion, teamwork, and unwavering commitment. From backyard trick shots to global recognition, their story embodies the entrepreneurial spirit of turning a simple idea into an iconic brand. Through facing and overcoming substantial challenges, they have built not just a successful business, but a legacy that continues to inspire millions worldwide.

For those aspiring to build their own ventures, Cory and Tyler’s story offers invaluable lessons in perseverance, authenticity, and the importance of a strong, unified team.

This summary encapsulates the core discussions and insights from the episode, providing a comprehensive overview for listeners and enthusiasts alike.