Ep 379 Market Value vs. Personal Value with Mac Lackey - FC Barcelona, piggyback on someone else's brand equity, unorthodox negotiation techniques, shady tactic used by acquirers.

In 2013 Mac Lackey licensed the FC Barcelona name to offer soccer camps and immersion trips to young athletes in the United States.

Lackey grew the business to over $10 million in revenue before accepting a lucrative buyout offer that included various desirable benefits for sports fans.