The Prof G Pod with Scott Galloway

Episode: The Age Divide in Protests, How to Start a Business in a Downturn, and How Scott Measures Impact
Date: November 24, 2025

Episode Overview

This Office Hours episode features Scott Galloway answering listener questions on three topics:

1. The generational divide in the "no Kings" protest movement.
2. Strategies for launching a business during an industry downturn, specifically in Scotch whisky.
3. How Scott measures and perceives his own impact in business and society.

Galloway brings his characteristic blend of data-driven insight, irreverence, and practical advice to each question, reflecting on both personal experiences and broader societal shifts.

1. The Age Divide in Protests

Listener Question Timestamp: 02:19
Scott’s Response: 02:55 – 06:51

Key Points

• Demographics of the “no Kings” Protest:
  The recent no Kings rallies were among the largest protests in U.S. history, but participants tended to be older, with the median age in D.C. at 44. Most were educated white women, learning about the event through personal networks or Instagram.

• Why Aren’t Young People Joining?:
  Galloway speculates on several factors:

  • Youth activism energy is currently channeled into different causes.
  • Protesting government structure or autocracy is less “fashionable” to young people.
  • There may be a lack of civics education:

    “I think we fucked up. I think we took civics out of high school curricula and replaced it with computer science, hoping all our kids would be Mark Zuckerberg and try and figure out ways to make billions...” (05:49)

• Emotional Engagement:
  Older generations may feel more directly threatened by erosion of democratic norms and “co-equal branches of government,” and thus are more mobilized by these issues.

• Lessons for Protest Movements:

  • Peaceful protest is critical for effecting meaningful change.
  • Reaching 2% participation (about 7 million people) is impressive, but real change often comes at 3.5% engagement.

Notable Quote

• “I was really moved by this protest where mom and dad seemed outraged because perhaps they recognized that a lot of the things that helped them get to where they were are under attack right now.”
  — Scott Galloway (04:50)

• “At the end of the day, as long as people are engaged in civil protest, I think it’s a good thing. But I noticed the same thing you did, very much appreciate the question.”
  — Scott Galloway (06:44)

2. Launching a Business in a Downturn (Whisky Distillery Case)

Listener Question Timestamp: 06:51
Scott’s Response: 07:45 – 15:25

Key Points

• Market Conditions in Alcohol:

  • Major alcohol producers have lost $830 billion in market cap over four years; young people are drinking less alcohol, and shifting to other substances.
  • Scotch whisky faces export challenges; volume is up but value per bottle is down (lower pricing power).

• Why Start During a Down Cycle?

  • Inputs like talent and office space become cheaper.
  • Building a business in tough times forges resilience.
  • When the market recovers, well-run, efficient companies are primed for growth.

• Scott’s Entrepreneurial Lessons:

  • His most successful business (L2) started during the bottom of a recession.

  • Success is rarely about just the idea—timing is critical.

  • Frugality and operational discipline are key:

    “Throw nickels around like they’re manhole covers. Watch every goddamn cent.” (13:29)

  • Consider offering equity to key team members to keep cash burn low.

  • As a founder/CEO, it’s imperative to be “all over everything” in a new business:

    “Be all over fucking everything all the time.” (14:15)

Notable Quotes

• “Companies I started in 1999 during the froth or in 2007, when the markets were expensive... you wake up and you’ve spent $30 million or $50 million, I’ve done that. And you build sort of a mediocre business.”
  — Scott Galloway (10:06)

• “A great Navy Seals training for running a business is starting in a recession… you’re ready to catch a wave.”
  — Scott Galloway (12:18)

3. How Scott Measures Impact

Listener Question Timestamp: 18:25
Scott’s Response: 19:23 – 24:53

Key Points

• Quantitative Metrics:

  • Admits his “key metric” has often been money:

    “My key metric is how much money I have. I know that sounds pathetic to say, but it’s a metric I grew up with...” (19:28)

• Qualitative & Societal Impact:

  • Cites changes in the media and political attention to topics he’s championed (big tech regulation, income inequality, issues facing young men).
  • References public adoption of his language by politicians and engagement from high-profile government offices as evidence of impact.

• Evolving Goals:

  • As he’s aged, Galloway is seeking to shift from financial benchmarks to measures based on societal change, helping the next generation, and giving back.

• The Importance of Team:

  • His greater impact comes from building and retaining a talented team:

    “If you want to have a real impact, you need to build an organization with people who are really talented. Otherwise you’re just going to be a sole contributor...” (22:47)

• Social Media vs. Real Impact:

  • Critiques chasing metrics like likes and algorithmic engagement, instead urging listeners to focus on long-term, substantive change.

Notable Quotes

• “Governor Moore just, in his State of the State address in Maryland, announced that the focus of his administration in the coming year was gonna be on the struggles of young men and boys. A politician could not have said that five years ago. No fucking way.”
  — Scott Galloway (21:48)

• “The majority of people that do what we do here do it as sole proprietors... Prof. G media is about 25 or 28 people right now. And they are all really talented, well compensated, creative, hardworking young people. Which doesn’t get me 25 times the impact I would have. It gets me 50 fucking times the impact I would have.”
  — Scott Galloway (23:00)

• “The people in 10 years, 20 years and 50 years who will look back on and admire, trust me, pretty much didn’t give a flying fuck how many likes they got on a certain post.”
  — Scott Galloway (24:17)

Memorable Moments & Scott Galloway’s Signature Tone

• Self-deprecating humor about fatherhood and virtue signaling (03:39).
• Colorful language and candor about starting businesses in recessions versus boom times (10:06, 13:29, 14:15).
• Emphasis on practical, sometimes gritty realities behind entrepreneurship and public influence.
• Warm personal anecdotes (e.g., his themed 50th and 60th birthday parties in Scotland, 07:45).

Timestamps for Key Segments

• [02:19] — The Age Divide in No Kings Protests
• [06:51] — Launching a Scotch Whisky Business During a Downturn
• [18:25] — Scott on Measuring His Own Impact

Final Takeaway

Scott Galloway delivers a blend of candid realism, data-backed insight, and sharp wit in this episode, whether dissecting protest demographics, advising entrepreneurs to embrace lean operations, or reflecting on the complex question of social impact. The episode is a practical, at times bracing, listen for anyone interested in civic participation, entrepreneurship, or the metrics that really matter.