BBS Radio TV Station Streams

Beverage Chronicles

Craft Beer's Loyalty Gap, Wine Value Myths, Brand Consistency, and NFL Beer Price Shock

Gary Monterosso reviews new survey data on craft beer loyalty, wine expert John Mahoney answers listener questions on pricey bottles and summer whites, branding contributor Leslie Jespersen makes the case for consistency over novelty, and Monterosso closes with a look at soaring beer prices at NFL stadiums.

Craft Beer's Loyal Fans Versus A Shrinking Audience
Gary Monterosso opens the show with new numbers from the Brewers Association's Harris Poll consumer survey, which paints a mixed picture for craft beer. He reports that eighty five percent of people who already call themselves craft drinkers now say they drink craft beer at least monthly, up ten points from last year and the strongest showing since 2019 or 2020. Brewery visits are up too, averaging five and a half trips a year, and more of those visitors are buying extra product in the taproom and trying multiple brands each month. But Monterosso notes the trouble sits outside that loyal circle: monthly craft consumption among the general population actually fell, and nearly half of drinkers say they never touch craft beer at all. He points to survey data showing many non-drinkers dislike the flavor, or admit they are not even sure what craft beer is supposed to taste like, suggesting an image problem as much as a taste one.

John Mahoney Weighs In On Pricey Bottles
Gary Monterosso hands the show over to John Mahoney, who hosts New Jersey Wine Radio and returns to Beverage Chronicles to answer listener wine questions. A caller asks whether a hundred dollar Cabernet or Merlot is really five times better than a twenty dollar bottle, and Mahoney says absolutely not. He suggests a simple test: gather friends, buy one bottle at each price point, cover them in brown paper bags so nobody knows which is which, then compare notes. Mahoney says the pricier bottle might show a touch more color or fragrance, but it will not taste three or five times richer or more complex than its cheaper counterpart. The exchange sets a practical, no-nonsense tone for his segment, aimed at helping everyday wine drinkers spend with more confidence and less assumption that price alone signals quality, a message Mahoney delivers with his usual plainspoken enthusiasm for the subject.

A Tour Of Summer White Wines
A second question sends John Mahoney into a long list of white wine recommendations for a listener who already enjoys Pinot Grigio and Chardonnay. He suggests branching out into Albariño, Chenin Blanc, and the spicy Gewürztraminer, along with Riesling, Sémillon, and Viognier. For lighter summer sipping he mentions Aligoté, Greek Assyrtiko, and Italian Fiano, and as the weather heats up he says he personally reaches for Austrian Grüner Veltliner, Marsanne from southern France, Muscadet, Palomino, Pinot Blanc, and Roussanne. Mahoney rounds out the tour with Torrontés, Verdejo, Italian Vermentino, and a Spanish white he drinks often, Viura. He frames the whole list as an invitation to experiment beyond familiar bottles and expand a wine drinker's palate through the warmer months. Mahoney closes his segment with his signature sign-off, telling listeners in vino veritas and to drink well for the rest of the summer.

Leslie Jespersen Makes The Case For Consistency
Marketing and branding contributor Leslie Jespersen takes over the show to argue that consistency, not novelty, is what actually keeps consumers loyal to a beverage brand. She calls consistency the most boring strategy in marketing, saying nobody gets excited about a favorite brand staying exactly the same, yet it is one of the biggest reasons people keep buying it. Jespersen asks listeners to imagine their favorite coffee, beer, or dinner-party wine suddenly tasting different, changing its can design, or rebranding to a new audience, and how quickly that would create doubt about whether it is even the same product. She says consumers claim to love surprises but really crave reliability, and that the phrase my usual is one of the highest compliments a brand can earn because it means the brand has become a trusted, permanent part of someone's routine. Jespersen closes by pointing listeners to her own website for more branding commentary.

NFL Game Day Costs Keep Climbing
Gary Monterosso returns with research from FinanceBuzz on the rising cost of attending an NFL game, timed to a new season that opened with a Super Bowl rematch between the New England Patriots and Seattle Seahawks. He reports that league-wide game day costs, covering tickets, parking, beer, and hot dogs, have climbed seventy two percent over the past decade to an average of one hundred ninety six dollars per person, though costs actually dropped slightly in New Orleans and Indianapolis. Monterosso singles out the Detroit Lions, where the total price of attending a game rose from about ninety eight dollars in 2015 to four hundred twenty nine dollars last year, a three hundred thirty six percent jump. Beer prices draw special attention: a sixteen ounce beer that cost five dollars a decade ago now runs about twelve dollars at MetLife Stadium and twelve thirty five for Cleveland Browns fans, with Cincinnati Bengals fans paying roughly eleven forty nine.

Closing Out The Show
To close the episode, Gary Monterosso thanks both contributors, telling listeners it is always a special treat to welcome John Mahoney and Leslie Jespersen to the show. He points listeners toward Mahoney's personal site, johnjmahoney.com, for more wine reviews, and to Jespersen's site, lesliejespersen.com, for more of her branding and consumer behavior commentary. Monterosso wraps up by describing Beverage Chronicles as a source for the people, places, ideas, and stories shaping the beverage world, promising continued coverage of industry news, trends, and the personalities behind them. He invites listeners who enjoyed the program to share it with a friend, follow the show on social media, and visit online for more interviews and behind-the-scenes content. Monterosso signs off with his usual send-off, encouraging the audience to stay curious, stay connected, and make time for the moments that bring people together, before the closing theme music plays out the episode.

The Church of the Souls Evolution with The Reverend Blake Rubie

The Tunnel of Light, God's Jail, and a Guided Tour of Heaven's Flowers and Animals

In a solo, thirty-minute broadcast, Reverend Blake Rubie walks listeners through the moment of death, the spirit's journey down the tunnel of light, hell as God's jail, and a vivid tour of heaven's colors, living flowers, and animals that no longer eat each other.

A Shorter Show and a New Book Reference
Reverend Blake Rubie opens The Church of the Soul's Evolution on Saturday, September 19th, thanking Doug at BBS Radio and TV for a new theme song, "Grey Brain, Golden Soul," a seven-minute piece from which listeners hear only a clip. He tells the audience today's topic is heaven and what to expect there, drawing on his own book, The Grey Brain and the Golden Soul, an eighty-page Kindle title with thirty chapters of spirituality and evolution material. Rubie explains he has trimmed his program from fifty-five minutes down to thirty, saying at seventy-two he wants to conserve his energy for a busy retirement that already includes membership in four Toastmasters clubs and a Toastmasters meeting earlier that morning, plus exercise planned for right after the show. He apologizes to longtime listeners who may miss the longer format before turning to his main subject: what actually happens to a person at the moment of death.

The Spirit Leaves the Body
Rubie explains that every person carries a spirit made of light, translucent and shot through with billions of electrons, comparable, he says, to the glowing figure Patrick Swayze becomes at the end of the movie Ghost. At the body's expiration date, whether from accident, illness, or old age, the spirit pops free and can move by thought or fly. He teaches that souls are born on suns rather than planets, since the sun is the true source of light and the seat of the spirit world, and that other species across the universe are born on their own suns in the same way. Older souls, he suggests, may have lived many lives already, evolving through reincarnation across a universe divided into nine categories of planets from lowest to highest, with Earth ranked as a category one world still struggling near the bottom of that spiritual scale.

Mother and Father God and the Birth of New Spirits
Rubie describes the mother and father God as spirit parents living ninety-three million miles away on the sun, soulmates who evolved through countless lifetimes on other planets before reaching the highest category of existence. He says new spirits are created when the two merge, their united thoughts and spoken words giving birth to a baby spirit that eventually grows old enough to be born onto a planet, sometimes Earth. He compares this spiritual merging loosely to human reproduction while stressing it works differently, guided purely by shared intent rather than physical union. Rubie adds that the spirit shares the physical body's features and even its organs, arranged in something like a mirror image, and that spirits can eat, drink, and feel pain much as people do. He also describes the spirit's nightly excursions during sleep, when it leaves the body to work through daytime worries and returns before waking, provided a person gets seven or eight hours of rest.

God's Jail and the Logic of Forgiveness
Rubie turns to what he calls the other direction some spirits travel: down into the Earth's core, a realm of lava beds and dark caverns he identifies as hell, or God's jail, overseen by Archangel Lucifer. Souls who committed serious sins, he says, do their time there and rehabilitate rather than suffer eternal damnation, using Hitler as his example of someone who might have been shaped by childhood abuse or by a role the mother and father God intended so humanity could eventually learn to move beyond its warring ways. Rubie argues that if earthly mothers and fathers would not condemn a child to endless suffering over a mistake, heavenly parents, being still more loving, surely would not either, calling this reasoning irrefutable. He then describes the freed spirit itself as the real, pure self, lighter and more mobile than the body, with vision spanning three hundred sixty degrees and senses sharper than anything experienced while alive on Earth.

Down the Tunnel Toward the Light
Rubie describes the more common journey after death, down a circular, light-blue tunnel toward a distant pinprick of light, ninety-three million miles away on the sun, an image he ties to the book and film 90 Minutes in Heaven, in which a man struck by a semi truck arrives at the Pearly Gates and is met by deceased relatives. He explains that travelers can likewise be greeted by angels or by loved ones going back generations, and that not everyone completes the trip: some become ghosts still wandering Earth's surface, unaware they have died, especially those killed suddenly and violently. Rubie also revisits the pre-existence, the state before birth, describing how a warrior angel escorts every unborn spirit from the sun down through the atmosphere and into the mother's womb, and suggesting that babies may retain a dim memory of looking out through their mother's eyes during that nine-month, submerged existence before entering the world.

A Guided Tour of Heaven's Light and Living Flowers
Arriving at last in that world of light, Rubie says, spirits behold colors more vivid than any on Earth, some found nowhere else, and living flowers, including roses whose intricate inner parts turn to watch onlookers pass. Advanced souls may arrive by a more direct route, a chariot sent by Archangel Gabriel, and everyone is eventually reunited with deceased relatives, pets, and old friends from other lifetimes on other planets, since he considers all souls one large, interrelated family. He describes fields of green grass walked barefoot, robes of white shining according to one's spiritual development, and trees of the Tree of Life bearing edible fruit. Notably, he says, lions, tigers, and lambs there no longer eat one another, unlike on violent Earth, which he blames in part for humanity's wars. Running short on his newly shortened thirty minutes, Rubie promises to continue next week, offering a closing blessing and love to his listeners before signing off.

Bible News Prophecy with Dr Bob Thiel

Islamic NATO, the Mecca Defence Agreement, and the Rise of the Bible's King of the South with Dr. Bob Thiel

Dr. Bob Thiel joins host Steve Dupuis to examine the new Mecca Joint Defence Agreement among Pakistan, Saudi Arabia, and Turkey, tracing how the emerging "Islamic NATO" fits the Bible's ancient prophecy of a coming King of the South.

Islamic NATO Alliance Announced
Steve Dupuis opens the Bible News Prophecy program by asking Dr. Bob Thiel about an off-air remark on an emerging Islamic NATO and its possible link to the biblical King of the South. Thiel says many analysts are asking whether such an alliance has begun forming, but news outlets rarely connect it to prophecy. He reads a headline reporting that Pakistan, Saudi Arabia, and Turkey have signed a Mecca Joint Defence Agreement, combining nearly 1.4 million active military personnel, more than 3,400 aircraft, and over 6,000 tanks. The pact, he explains, includes a NATO-style Article 5 clause treating an attack on one signatory as an attack on all three. Commentators have already nicknamed it NATO in the Middle East, and Thiel notes the alliance is widely seen as a deterrent against two regional powers in particular, Iran and Israel, though officials insist it targets no single country.

Roots Of The Islamic NATO Idea
Dupuis asks whether the Mecca agreement caught the world by surprise, since Islamic NATO has suddenly become a buzzword. Thiel says the idea itself is not new, noting that he has warned of a coming Arab-Islamic NATO since at least 2018, when his ministry even produced a video titled Arab NATO and the Coming King of the South. Asked how the new pact relates to the actual North Atlantic Treaty Organization, Thiel explains it has no formal tie to NATO, but earned the nickname after a Turkish official described its workings using NATO's own language. He reads a second article predicting the alliance, if it holds, could form a long-term regional defense structure whose effects ripple outward to India, China, the United States, and eventually Europe. Thiel adds that Europe, too, will eventually be affected according to biblical prophecy, then notes that the Organisation of Islamic Cooperation has already hailed the agreement as historic and strategically significant for the wider Muslim world.

Analysts Weigh The New Alliance
Thiel continues reading the Organisation of Islamic Cooperation's response, in which Secretary-General Hissein Brahim Taha praises the Mecca pact as a fundamental pillar for regional security and a mark of Islamic solidarity. Dupuis interjects to ask whether the United States is not already guaranteeing peace in that region, and Thiel answers only to a degree, since the Iran war and Israeli actions are shifting attitudes. He reads further analysis describing the agreement as a potential turning point, with the Atlantic Council calling it an inflection point in an emerging multipolar order as Turkey extends its protective umbrella beyond allies like Qatar, Syria, and Libya. Abdulaziz Sager of the Gulf Research Center is quoted calling the symbolism of three influential Muslim states meeting in Islam's holiest city significant in itself, and predicting that, if institutionalized, the framework could build a more regional-driven security architecture less dependent on outside powers such as the United States.

Could Other Nations Provide Security
Dupuis asks whether the three signatory governments could ever provide the same security guarantee as the United States. Thiel says not really, but stresses that more Sunni Muslim countries are expected to join the framework, pointing to a newly released video in which Pakistan's defense minister calls on other Islamic nations to sign onto the Mecca agreement. He notes that eleven other nations aligned with Turkey, Saudi Arabia, and Pakistan the day before in a separate naval agreement and may eventually join the broader alliance as well. Thiel then reads a Russian report from RT quoting Murad Sagdazev, president of a Middle East studies center in Moscow, who says the pact's members face the task of deterring both Israel and Iran without overt American involvement. Thiel takes this as evidence that the alliance is forming largely in response to tensions surrounding Iran and Israel, even though no single leader has yet emerged to head the growing bloc.

Daniel's King Of The South
Asked how the Mecca alliance ties to biblical prophecy, Thiel turns to Daniel 11:25, where the King of the South is stirred up to battle with a very great and mighty army, and argues that a growing Mecca bloc, already fielding nearly 1.4 million troops, could become that prophesied force. He notes Turkey has said it expects Egypt to eventually join the alliance, which matters because the old Radio Church of God taught that Egypt could supply the final King of the South, though only after a long process. Thiel reads a 1963 Plain Truth article by the late Garner Ted Armstrong identifying the King of the North as a coming United States of Europe, a resurrected Roman Empire built around a rearmed Germany, and the King of the South as a future Egypt, not the Egypt of that era, expanding to draw North African Muslim nations into an Afro-Arabian power bloc. Whether or not an Egyptian personally leads it, Thiel says scripture is clear that Egypt joins the King of the South's confederation.

Watching For Prophecy's Fulfillment
Dupuis asks what other nations might join the new bloc, and Thiel lists Libya, Algeria, Morocco, the United Arab Emirates, Syria, Lebanon, Jordan, Iraq, and Yemen, along with parts of Sudan, home to the darker-skinned Cushite peoples named in prophecy. He recalls a late-2025 sermon in which he listed steps toward the formation of the King of the South among his items to watch in 2026, then reads Daniel 11:40-43, describing the King of the South attacking, the King of the North sweeping through with chariots and ships, Edom, Moab, and Ammon escaping, and Egypt's treasures, along with the Libyans and Cushites, falling under his hand. Thiel says the Abraham Accords have drawn some Islamic nations closer but are not this prophesied bloc, and that the King of the South was long expected to rise once Iran was militarily weakened. Quoting Paul's warning not to despise prophecies, he says the Continuing Church of God is watching and reporting as Ezekiel's watchman was told to do, and Dupuis closes by directing listeners to biblenewsprophecy.net.

The Jim Craine Show

Steel Pier Memories, Smithville Italian Fest Plans, and The Association's Story with James Yester (Jim Yester of the Musical sunshine pop group called the Association)

Jim Craine broadcasts from the Pleasantville Music Shop ahead of the Smithville Italian Festival and talks with longtime friend Jim Yester, founding member of The Association, about the band's 61-year history, its biggest hits, and life on the road.

A Pre-Taped Saturday From Pleasantville
Jim Craine opens the show explaining this is a pre-recorded broadcast since he'll be performing the next day at the Smithville Italian Festival. He broadcasts from the Pleasantville Music Shop, noting the perfect southern New Jersey weather and previewing the day's main event: a phone conversation with Jim Yester, a founding member of The Association. Craine then turns to his recurring sponsor bit, introducing his character Dr. Boris in a spooky voice to read through the sponsor list, opening with Pleasantville Music Shop's 87 years in business, followed by Copiers Plus in Egg Harbor Township and its owner Bobby Matthews, The Maplewood Inns of Hammonton, Vineland, and Mays Landing, and the Dr. Jonathan Pitney House and Colonial Inn bed and breakfasts in Absecon and Smithville. Dr. Boris reads out the show's call-in number and signs off, handing the show back to Craine, who confirms the timing of the broadcast and previews more news about the Smithville festival before the interview begins.

Smithville Italian Festival Preview
Craine spends time detailing his own gig the next day at the Smithville Italian Festival, where he and his band, the Atlantic City All-Stars, play from 11:30 to 4:30, admission free. He names the players joining him: Tony DeLuca on piano, accordion, and cornet, Andy Lawless on bass, Ray Nunzi on drums, and Johnny Guida. Craine promises food vendors selling sausage, onions, and peppers, plus beer and wine, and urges listeners to come find him. He circles back to promoting Pleasantville Music Shop itself, describing its Black Horse Pike location, its 87 years serving the Jersey Shore, its rental programs for local schools, and its new fall back-to-school push. Craine mentions that CD sales in the shop benefit the Marine Mammal Stranding Center in Brigantine, run by Bob Schoelkopf and Sheila Dean, who care for seals, turtles, and dolphins at their museum on Brigantine Boulevard, before setting up the interview with Jim Yester.

The Godfather Plugs Maplewood Inns
Before bringing on his guest, Craine introduces another recurring bit, handing the microphone to his Marlon Brando-voiced character The Godfather, who delivers a comic pitch for The Maplewood Inns locations in Hammonton and Vineland. The Godfather praises the veal parmesan, chicken parmesan, and clams casino, jokes that listeners should bring a wife or girlfriend but never both on the same night, and notes the restaurants cater parties as well. He gives the Maplewood Inns his mock approval and reminds listeners that The Jim Craine Show airs Saturdays from two to three Central time on bbsradio.com. Craine returns to close the bit and announces that Jim Yester is finally ready to join the show by phone, teasing a bit about wanting to sing a parody of Never My Love with Dr. Boris before getting serious and welcoming his old friend onto the air for the main interview segment of the broadcast.

Jim Yester Recalls The Association's Origins
Craine welcomes Jim Yester, a friend since 1967 when Craine first saw The Association at the Steel Pier, and the two joke warmly before Yester explains that the band is celebrating its 61st year, having formed on February 10th, 1965. Yester, who grew up in Burbank, credits his father, a professional accordion and keyboard player who arranged the Everybody's Favorites songbook series, for his own musical start. He describes the Troubadour's Monday night Hootenanny sessions in Hollywood, where musicians between groups gathered to sing folk standards, eventually forming a thirteen-man group called The Men. After personality conflicts, six members walked out to Terry Kirkman's apartment and became The Association that same day, nearly naming themselves The Aristocrats before Kirkman's girlfriend found the word "association" in the dictionary. Yester recalls the group's early residency at The Ice House folk club in Pasadena before their first hit sent them on the road.

Behind Along Comes Mary, Never My Love, and Cherish
Yester walks Craine through the stories behind three of The Association's signature songs. Along Comes Mary, he says, became their breakthrough single after their Ice House run. He recalls that Never My Love arrived when songwriting brothers the Addrisi Brothers showed up at the band's shared West LA house, rowing an imaginary boat with a guitar paddle before playing the song live, and Yester notes it remains the second most-played song in BMI's catalog. Terry Kirkman, he says, wrote Cherish after a publisher initially objected that the title word was too archaic, a story the band turned into a running joke about having their cake and eating it too. Craine mentions slow dancing to Cherish at the Melody Lounge in Atlantic City and recalls backing Yester at Lucy the Elephant, while Yester also touches on his brother's stint in The Lovin' Spoonful, replacing bandmate Zal before the two later became a production team behind Pat Boone's Red Sails in the Sunset.

Ed Sullivan Memories and a Warm Sign-Off
Yester tells Craine that the current lineup includes original member Jules, drummer Bruce Pictor since 1985, returning member Paul Holland, bassist Joe Lamanno, and keyboardist Gary Swan, and that the band recently played the Nixon Center in Newnan, Georgia. He recalls appearing on The Ed Sullivan Show more than once, praising Sullivan as a gentleman who insisted every performance be sung live rather than lip-synched. He and Craine also discuss this year's Happy Together Tour alongside the Cowsills and The Vogues, and Craine mentions mutual friend Cathy Rich, Buddy Rich's daughter, and her big-band arrangement of Ding-Dong! The Witch Is Dead. Craine thanks Yester warmly, promising to host him again at the music shop, before signing off with a Maplewood Inns spot and playing Without Love, a song his friend Billy Crashner of Longport wrote for him, which he dedicates to his wife Joanne. Craine closes with his usual Red Skelton farewell and the show's theme song.

Sudden I Impact

Non-Serving Patterns to Be Interrupted, Part 3: Money Beliefs, Identity, and Living by Design

In the third installment of his series on non-beneficial and non-serving patterns, host Dwight Lee traces how song lyrics, childhood memories, and inherited beliefs quietly program people against money, then offers a framework for identifying and rewriting those beliefs. The episode is a solo lecture, with no outside guest.

Picking Up Part Three of the Series
Dwight Lee opens the show by anchoring the episode in his larger series, reminding listeners that this third installment on non-beneficial and non-serving patterns builds directly on the first two parts. He introduces the idea that speech is image in mind, explaining that spoken words and mental pictures work together to compare an undesired reality against a desired one. To show how popular culture quietly programs people against money, he walks through two songs, Blackstreet's Money Can't Buy Me Love and Notorious B.I.G.'s Mo Money Mo Problems. Lee argues both songs, heard casually for years on the radio, teach listeners that money is unnecessary or that it brings only conflict and problems. He calls this conditioning and paradigm building, insisting it happens without most people ever noticing. He closes the segment by asking listeners to begin questioning where their own beliefs about money actually came from.

Childhood Memories and the Language of Spending
Lee moves into the heart of the hour by asking listeners to revisit their earliest memories of money. He asks whether they recall caretakers arguing over money, tense conversations about bills, or someone leaving a household because of financial conflict, arguing these early scenes shape a person's lifelong association with money. He returns to his idea that speech is image in mind, asking what picture appears and what a person says internally while paying for something, whether it is that costs too much, I don't have enough, or money comes in slow and goes out fast. He insists how a person talks to themselves is how they talk to everyone and everything else, since all relationships operate on a one-to-one ratio. To make this concrete, Lee contrasts shopping at Walmart, Dollar Tree, Dollar General, and Family Dollar with shopping at Sprouts, Macy's, Dillard's, Neiman Marcus, and Saks Fifth Avenue, arguing the environment a person frequents reveals their self-image and self-concept.

Adopted, Gifted, and Inherited Beliefs
Lee then explains that people rarely hold beliefs of their own, distinguishing gifted beliefs learned through school, church, and the marketplace, adopted beliefs passed down from parents, and inherited beliefs carried from grandparents and ancestors reaching back as many as fourteen generations. He challenges listeners to write down every money narrative they can recall, reciting a long list of familiar lines such as money doesn't grow on trees, it is easier for a camel to pass through the eye of a needle than for a rich man to enter heaven, money is scarce, and money is hard to come by and hard to keep. He stresses that these phrases build a paradigm against wanting money and cannot be adjusted until a person becomes aware of them. At the same time, Lee insists money is not optional in what he calls this dispensation, since it is required for housing, utilities, transportation, food, and clothing, making a healthy relationship with money a practical necessity rather than a spiritual failing.

The Four Loops and the Inner Observer
Lee describes four repeating cycles he calls the survival loop, the failure loop, the overcoming loop, and the struggle loop, explaining that the brain's dual job is to keep a person safe and to prove them right, so whatever story a person believes keeps replaying in their outer circumstances. He links the overcoming loop to cortisol and stress hormones, arguing people can become chemically hooked on moving from one battle to the next. The only way out, he says, is to become the observer of one's own thoughts, speech, and mental pictures, writing them down until the pattern becomes visible. Lee then raises the stakes, telling listeners they are the power source and the creator of their own reality, invoking the biblical name I Am That I Am from Exodus and the instruction to work out one's salvation with fear and trembling. He reminds the audience that each person is the only thinker, feeler, and actor for themselves, and that no one else can do this inner work on their behalf.

Identity, Pedestals, and Changing Environments
Turning to identity, Lee tells listeners that they do not get what they want, they get who they are being, and he assigns homework to examine adopted, gifted, and inherited beliefs about both money and self. He warns that elevating money above oneself, treating it as a pedestal or a false god, makes it nearly impossible to keep, since an unbalanced root chakra means a person lacks the energetic capacity to hold onto wealth once it arrives; the fix, he says, is to become equal to or greater than money rather than beneath it. He again urges listeners to change the environments they frequent, moving beyond Walmart, Dollar Tree, Dollar General, and Family Dollar toward stores such as Macy's, Dillard's, Neiman Marcus, Burberry, Gucci, Louis Vuitton, Saks Fifth Avenue, and Bloomingdale's so their awareness expands beyond impoverished settings. Citing Ike and Bob Proctor, Lee repeats that whatever can be seen in the mind can eventually be held in the hand, and that lack, struggle, scarcity, and poverty must first leave the mind before they leave a person's life.

Heaven, Hell, and the Power of Thought
In the closing stretch, Lee frames two possible states: an undesired reality of suffering, frustration, irritation, pain, and trauma that he calls hell, and a desired reality of neutrality, love, peace, and serenity that he calls heaven, with the difference determined by a person's identity, emotions, assumptions, and beliefs. He contrasts negative examples, such as believing nothing ever works out or that no one in the family has ever had money, with positive versions like I'm the one who always has enough and I can make money doing what I love. He insists people do not merely hold beliefs, beliefs hold them, and that everyone is inherently worthy and deserving simply because they exist, with nothing to earn. Lee closes the episode by stacking quotations from James Allen's As a Man Thinketh, Bob Proctor, King Solomon, Buddha, Ralph Waldo Emerson, and Henry Ford, all reinforcing that thought shapes character and circumstance, before the show moves into its closing theme music and the announcer signs off, introducing Dwight Lee as the Master of Transformation from the DFW Metroplex.