$100K Lease-Stakes 
In this episode of the Digible Dudes Podcast, David and Reid introduce a bold new framework for professional and marketing growth: the Misogi Method. Borrowed from Japanese tradition and reimagined for marketers, a Misogi is defined as a challenge so big and uncomfortable that you have only a 50% chance of success—and that’s exactly the point.
The conversation explores how stepping outside your comfort zone with one massive swing each year can ignite innovation, disrupt stagnation, and build lasting impact in both your personal career and your company’s marketing strategy.
David and Reid share real-life examples of their own “Misogis”—from failed augmented reality newspaper ads to wildly ambitious music competitions to a six-figure marketing giveaway—and analyze famous brand stunts like Red Bull’s space jump, IHOB’s burger rebrand, and Liquid Death’s unconventional launch. Each story offers inspiration and insight into how to think bigger, take calculated risks, and make your marketing memorable.
Whether you’re a marketing director at a property management company, an agency leader, or just someone tired of “playing it safe,” this episode encourages you to define your own Misogi, communicate it with your team or stakeholders, and give yourself permission to take a bold swing in 2025—even if you might miss.
Because sometimes, the things that scare us most are the ones worth doing.
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(00:00) The $100 Bubble Test: Starting Small with Big Ideas
(00:33) What Is a Misogi?
(02:21) Reid’s First Misogi: Augmented Reality Meets The Lion King
(08:52) The $100K Giveaway Campaign
(10:38) Marketing Misogis in the Wild: Red Bull, IHOB, Liquid Death
(14:08) The Muse Awards: American Idol Meets K-12 Radio
(17:49) 10X vs 2X Thinking
(22:14) Could You Lease-Up a Building in 2 Months?
(24:38) Misogi Idea: Rewrite All Your Search Ad Copy
(26:25) How to 10X Customer Experience in Multifamily
(30:08) Testing Radical Ideas on a Small Scale
(35:13) What Happened to Co-Living?
(37:18) Where Misogis Fit in Strategic Testing
(40:54) The Marriott Bonvoy of Multifamily
(42:43) Why You Must Define What Failure Looks Like
