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Freedom and Glory takes a different approach in this episode as Bill LuMaye sits down with Liz Morris and her father, Dwight, to tell the story behind the company and its evolution across generations.
Dwight shares how he started the business in 1980 after struggling to find a flag to buy, eventually developing a catalog business from his home. He talks about the early years, the support of his wife, raising his daughters alongside the growing company, and how technology eventually transformed the way the business operated.
Liz shares what it was like growing up around the business, leaving to build her own career, and eventually returning in 2016 with the possibility of taking over. The two discuss the challenges of transitioning a family business from one generation to the next, learning to work together, and separating family life from business.
They also talk about why Liz changed the company's name from Carrot Top Industries to Freedom and Glory, how the rebrand helped better communicate what the company sells, and how Liz has worked to build on her father's foundation while creating something of her own.
The episode closes with Dwight reflecting on Liz's leadership and the importance of stepping back and letting the next generation take ownership. It is ultimately a story about entrepreneurship, family, change, and building a legacy that can continue to evolve.
00:00 The story behind Freedom and Glory
00:00 The story behind Freedom and Glory
01:00 How Dwight started the business
03:00 Building the company from home
05:00 Growing up around the business
06:00 Balancing family and entrepreneurship
08:00 When Dwight considered passing on the company
10:00 Why Liz initially left the family business
11:00 Liz considers returning
13:00 Dwight knew Liz was the one
14:00 Technology changes the business
16:00 Liz returns to the company
18:00 The challenges of taking over
20:00 Learning to work together
22:00 Separating family and business
23:00 Why Carrot Top became Freedom and Glory
25:00 The reason behind the name change
27:00 Liz's vision for the future
29:00 Dwight reflects on Liz's leadership
31:00 The response to the rebrand
33:00 Dwight's advice for Liz
34:00 Celebrating the family's story
36:00 Dwight's perspective on letting go
38:00 The legacy continues
Creators and Guests
What is Freedom and Glory - Tales of American Spirit?
Welcome to Freedom and Glory: Tales of American Spirit—a podcast celebrating the heart of American craftsmanship, resilience, self-reliance, and the power of disruption. Through inspiring stories and authentic storytelling, we shine a spotlight on individuals and communities who embody these values, proving that small, determined efforts can spark meaningful change.
Join us as we share personal tales of triumph, innovation, and hope—moments that define the American spirit and shape our nation’s identity. Whether you’re seeking motivation to pursue your dreams or a reminder of the power of community, Freedom and Glory offers a powerful dose of inspiration rooted in resilience and determination.
Listen, be inspired, and take action.
23 Freedom and Glory - Dwight
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Bill LuMaye: [00:00:00] Today's episode is a little different. No, I'm not Liz. That's quite clear. But today you're gonna- ... not only have an opportunity to talk to Liz, but her father as well, because you see, this is a time where the story of Freedom and Glory itself is gonna be kind of highlighted on the podcast a little differently than we have in the past.
Her father, Dwight, is with us today, and we were chatting. It's always good to see you. Thank you for having
Dwight Morris: me.
Bill LuMaye: And of course, he started this wonderful company, uh, what, was it 1980 or before? Yes, sir. 1980. And then you give it to [00:01:00] the kid, and she changed the name on you, just
Dwight Morris: like that.
Bill LuMaye: But it's a, it's a wonderful story.
A father building something, and then of course, the daughter stepping in and taking it to another level. So, uh, I'm excited. It's good to see you, Liz, as always, and thanks for being here. Let's, Dwight, if we, if you don't mind, let's take you back to 1980 and just kind of give us a little background. Why, why flags, and how did it all start, and what were you doing?
Dwight Morris: I was looking for a flag. We were living in Oak Park, Illinois, which is a suburb of Chicago, and I couldn't find one. So I finally, you know, I, I decided maybe this is an opportunity for me. And, um, I st- I actually found little places in Chicago that were selling them. But, um, I had an idea of selling through a catalog, which this industry w- nobody was [00:02:00] doing.
So I took that opportunity and slowly, very slowly , um, developed it over a period of time. And I, if it weren't for the help of my... Not, not just help, um, confidence from my wife, uh, I really didn't succeed in the first couple years. It took me about five years, and she supported me all the way, and then things took off.
Bill LuMaye: Now, how many kids did you have?
Dwight Morris: Well, in 1980, zero.
Bill LuMaye: All right.
Liz Morris: No, one. The business.
Dwight Morris: Oh, yes, the bus- Good point. One
Liz Morris: baby.
Dwight Morris: Yeah. Right. So later on, and I used to say I had three children.
Bill LuMaye: Yeah.
Dwight Morris: My two daughters and the business. But i- in the beginning, um, in 1980, you know, uh, my oldest daughter was b- born in 1983, and my youngest, Liz, was born [00:03:00] in 1985.
Oh.
Liz Morris: Don't do the calendar math. Bill, don't do it. Don't
Dwight Morris: do it. Anyway.
Bill LuMaye: What was that like for you, though? I mean, uh, I, I, my understanding is you kind of started it from the home, right? I mean, it's not- Right ... like you opened a shop somewhere. Uh, what was that like? I mean, what did you do?
Dwight Morris: Uh, well, I had several other opportunities with other businesses that- Mm
I was engaged in. But, uh, I bought an IBM PC at a very, very early stage and started writing program for the business. So in addition to trying to sell... So for example, the first year I had 34 orders in 52 weeks. Doesn't take a lot of work to do that. Um, but over time, in addition to programming and engaging [00:04:00] or trying to get involved with some other businesses, um, I finally developed the program and finally figured out, through help of a consult- number of consultants, um, local consultants, you know, how to proceed and how to develop from what I had to a real catalog.
Bill LuMaye: Well, let's talk to your favorite daughter. You know, the one- Mm ... you remember her name and when she was born. Yeah. Now, Val, I'm, I'm curious, Liz, what was it like growing up? Now, you were obviously very young when it very s- when it first started, but, um, what was it like having... Dad, you were at home, right, starting, doing this?
Yep. What was it like having Dad in the house just trying to start a business?
Liz Morris: Yeah. I don't... So when we were in Oak Park, I don't have a lot of memories of that, and we moved to Chapel Hill when I was two. But I do have one memory of us sitting on the front porch. And I don't know if this is a memory or if it's just something- [00:05:00] Hmm
a picture or something other people have told me about. But my sister and I and my parents were sitting on the front porch, and we're eating strawberries. Um- Mm ... that's a memory that I have- Mm ... of Oak Park. Um, but probably my earliest memories of the business and, um, I mean, my mom was, you know, a badass librarian.
She was at w- um, at work full time, and, um, everyone really relied on her. And, um, so I remember getting home from school. My dad was there and, um, you know, going into the business, and I loved working in the warehouse. Um, "working" in the warehouse- ... which was mostly- Quotation marks. I know what that is ... you know, playing hide and seek and, like, touching everything and breaking down boxes and rolling around on the Halyard spools.
Bill LuMaye: What was it like for you then? You, you kinda took on a [00:06:00] role of, uh, uh, having to watch the kids and, and doing that, uh, in addition to, to working the company. Right. Uh, how did that all work for you?
Dwight Morris: You know, it, what it did is forced... So I hired- an employee when I came down to North Carolina, because by that time the business was starting to thrive.
Um, and it forced me to, um, delegate. I ha- I mean, I had to go home, be there at 3:00 or something like that to pick up the girls from school or to be at home when they came home from school. Um, it forced me to have an individual who would be there from 8:00 to 5:00, whereas I couldn't be there that whole time.
And, uh, some days I... Well, no, most, most of that time I guess I was going into work. But, um, it, it really was an interesting experience. [00:07:00] In some ways, uh, uh, my first employee was sort of almost the d- uh, alternate mom for L- for my two daughters, because I would bring them in and put them in sleeping bags, and they'd take naps there and whatnot.
So, and as she described, play around, and, uh, somebody had to watch over
Bill LuMaye: them. Yeah. Uh, they know you have them, you gotta keep them alive, huh?
Dwight Morris: Yeah. Or try.
Liz Morris: One, one interesting anecdote that, um, we were talking about last week was the first and second employee at Carrot Top both named Wanda. Um, and so Wanda, the one worked in- It
Dwight Morris: wasn't just Wanda.
They were both Wanda with a middle name of Gail.
Bill LuMaye: Wow.
Dwight Morris: And
Liz Morris: they're not related.
Dwight Morris: Unrelated.
Bill LuMaye: What are the odds?
Dwight Morris: Yeah. I don't know. [00:08:00]
Liz Morris: It's fabulous. So, so the first employee I guess kinda took ownership of Wanda, so the second one was Gail, um, just by default.
Dwight Morris: Right. She hated
Liz Morris: it. But I think Wanda was more, um, she was more strict with Jenny and I, and, and Gail was okay, so that's kinda why I hung out in the back.
She was okay with being bothered- Hmm ... I think.
Bill LuMaye: Well, was there a time, uh, that you thought, for instance, one of your daughters, in this case it was Liz eventually who ended up taking the reins and going with the company, showed any interest in it? Did you thought that someday, yes, I'm gonna hand this over?
Dwight Morris: You know, for years I didn't think about that. I even drew up plans in case something happened to me, you know, how to sell the business, that kinda thing. It really wasn't until, um- couple years before, maybe 2010 or [00:09:00] something like that. Or, no, no, no, a bit. But anyway, somewhere in the, in that area that I thought, you know, maybe I'm, I'm...
my health was starting to deteriorate. Maybe I should sell the business. I talked to the... That caused me to talk to both girls to start with and see if there was an interest.
Bill LuMaye: And Liz, was there an interest?
Liz Morris: I- well, obviously.
Bill LuMaye: Clearly.
Liz Morris: But, um-
Bill LuMaye: But I
Liz Morris: think- But I
Bill LuMaye: think- But you're young, and- Yeah, yeah ... you probably had, you know, your own vision of where you might be.
Yes. When did it click and you go, "You know what? This sounds pretty cool."
Liz Morris: Well, after I graduated college, I did come and work, um, at Carrot Top. And, um, but I k- I kind of felt like that whole time, which was maybe two years or so, um, I really enjoyed it a lot. Um, and I feel like it kinda helped me put m- on, me on my path to my next job, but I also [00:10:00] felt like, "Okay, now I'm working for a business where my dad owns it."
Like, it just felt like, you know, everyone here is kinda like, "Oh, you're just here 'cause your dad gave you a job." Right. And so I f- I really wanted to go out on my own and- get a job on my own where people didn't know who I was. And, you know, Wanda and Gail were still working there when I graduated college, so it's like people that have known me my whole life.
I wanted to go work somewhere where, um, you know, they didn't
Bill LuMaye: have- You weren't gonna have that stigma of being-
Liz Morris: Yeah ...
Bill LuMaye: daddy's girl at work.
Liz Morris: Yeah. But I, I think, you know, lay- later, so probably closer to 2015 or so when he started checking in with me, you know, "Do you think you might want to come back? Or you think you're interested in this?"
And it's hard to remember, but I think I was pretty honest in when I said, "I'm not sure." Yeah. [00:11:00] Mm-hmm. "But I feel like I wanna try and see, you know, if it's something that, that I come back and we work together, that it's something that I wanna work towards." Um, and I was always really proud of what he built.
Um, and I think just unsure if I wanted to take that path or if I wanted to continue down the path that I had started to create a career for myself in, um, in project management and consulting in the financial industry. And I had some opportunities and, and kinda moved up there, so it was sort of a, a, a interesting pivotal moment for me.
Um...
Bill LuMaye: Well, I can imagine for you, where, where was your head at? I mean, here you're planning on, you know, the future of your company. You're talking to your daughters.
Dwight Morris: Right.
Bill LuMaye: What if they didn't take it? What if they said, uh, "Delight," or, "Dad," um-
Dwight Morris: Well, I, I, I think I mentioned this earlier, that I had written up plans f- [00:12:00] for my wife to execute- Oh, okay
if something happened to me-
Bill LuMaye: Sure ...
Dwight Morris: to sell the business. So, um, it was a kind of business that, and still continues to be, a kind of business that actually is very saleable, um, because it can be absorbed by larger organizations that are, have the same kind of networking, um, resources that, that Liz has now.
Um, so I, I didn't, I never built the business for the girls. I, I never thought about that- Sure ... in a sort of year. Toodle, you're going along decade after decade, and then all of a sudden it dawns on me that m- like I said, my, I had some health issues. And, um, so, but, but I will be honest with you, uh, when I approached the two girls, I knew which one I wanted
Bill LuMaye: Oh, do you wanna actually say it out loud?[00:13:00]
On-
Dwight Morris: It was that one over there to my left ...
Bill LuMaye: I'll be darned.
Dwight Morris: Liz.
Bill LuMaye: Okay, so I wasn't far off.
Liz Morris: Well, and I think for him and, and my mom, I mean, one thing I really got from Mom, like hardcore, I think Jenny and I both, was this, she wanted us to be independent. And she was constantly, even after I came back with the intention of, "Okay, let me see if I'm gonna take over," you know, she would sit down with me and be like...
Actually, she would say, um, "First of all, if you don't wanna do this, you shouldn't. No one's, like, making you do this." Right. And second of all, she would say, "I don't know how you can work with him. I could never work with him."
Bill LuMaye: Well, speaking, speaking of-
Dwight Morris: That was a good point, Mom.
Liz Morris: Yeah.
Bill LuMaye: But it's obviously worked out. I, I am curious 'cause, uh, 1980, the technology back then was pretty, pretty rough, right? Yes. [00:14:00] Uh-huh. Compared to what you're dealing with today. So from your viewpoint, where, how has it grown and the opportunity to get your product out in front of people, for instance, and the technology that you had to work with and now what you have today, and where Liz has taken things.
What, what's your thought on all of that?
Dwight Morris: Well, obviously technology has just, you know, in general, has mushroomed. Yeah. I mean, in 1980, there weren't any, um, PCs, let alone internet or whatever is going on now. So you go from really technology that existed in the '50s, '60s, '70s, and up to mid-'80s, um, was pretty sta- you know, pretty rigid.
Um, and then it just... Well, to be honest with you, it really didn't mushroom for me until the [00:15:00] early 2000s when the internet started to, to be a real player. I mean, it had been developed prior to that, but it started to be a real player, and it caught me off guard.
Liz Morris: He was, I mean, he was a real disruptor in the industry, you know, when he started the business to...
W- when we're in a space where it's all these regional players to kinda say, "I wanna have a mail order business. I'm gonna go nationwide to these high value customers." Um, that was a real disruption to the industry.
Dwight Morris: Right.
Liz Morris: Um, and was a path for, for you to become the number one dealer in the industry.
Dwight Morris: Yeah, I was the number one dealer for about 12 years until someone internet-based, um, surpassed me.
Um, but at the same [00:16:00] time, I was, I was struggling with the internet. I, I, you know, maybe because of my age or health or whatever. Um, and, um, it was difficult for me to bring in people who really knew what they were doing in the internet. Um, but when Liz came in, that changed everything.
Bill LuMaye: It did, um, but you had to embrace it, too.
A lot changed just in that period, and you've grabbed hold of it. I mean, what are you doing... In a way, it's the same, but different. Mm-hmm. You know what I'm saying? You're... It's just a different system in which you're, you're, you're applying, I guess, a lot of your dad's principles.
Liz Morris: Yeah. , He knew everything about the business. And for me coming in, you know, I really left a job where I was about to take on a management role. So I had never, I had managed big projects at [00:17:00] Bank of America, um, but I had never really managed people.
So I hadn't managed people, I, I hadn't been working in the flag industry, and I had, had no, you know, experience running a business or marketing, none of these things. So when I came in, when I came back in 2016, I think there were a lot of shocks to me. There was a l- a lot to learn. And so, um, you know, I had to, I felt like I had to bring in help for, for myself because I was overwhelmed with all of the, the, just everything to kind of think about.
Um, and so I think that kind of, um, happened unfortunately at the same time my mom passed away in 2019, and then COVID, um- Oh, yeah. Wow ... hit. So it was just, I, it was, it, it, in a way it was kinda like just jumping into the deep end, but also I think that [00:18:00] forced us into, like many businesses during COVID, you know, to, to adopt technology.
We need to be able to work, work remote. We need to kinda look at our, our teams and, and who's doing what. Um, but I really took some, some, some steps I think because I was in a, w- I was a different person than he was. I needed more help, so to bring in team members who really had that experience and could, could help me kinda think about what systems and processes and people, you know, were the right f- thing for the company.
Bill LuMaye: Were you surprised at that handoff initially? Uh, uh, you were on board with, but, yeah, it sounds like you were a bit surprised at [00:19:00] that you were al- as overwhelmed as you were? You, you know what I'm asking here?
Liz Morris: Yeah, yeah. Mm. I think, well, it's always like comic, like, whatever, Monday morning quarterback or like captain hindsight, whatever you wanna say.
Like- Sure ... looking back on it now, it would've been so easy. But I think neither of us, well, not to speak for you, but I think neither of us kinda knew what we were doing in the transition. Sure. We did have a shared goal, and I think, um, you know, when I talk to a lot of other family businesses, they did, did not and still maybe do not have such a successful transition from one generation to the next.
But it was bumpy as hell and, um, you know- Mm-hmm ... we would, like, fight at work awkwardly. Um, but it, it, it worked out. I mean, I don't know how we-
Dwight Morris: We'd fight at work, but we'd have lunch together.
Bill LuMaye: I was going to ask- So- ... if you could separate the business from
Dwight Morris: the personal ... Li- Liz [00:20:00] is, like, super great at doing that, but one thing I wanna mention that I've never thought of, and, and listening to Liz now, I was the, you know, proverbial entrepreneur who started, you know, something from scratch with an idea, you know, all this, this kind of thing.
And, uh, for years I thought, you know, well Liz, CEO material, t- took it on. But you know what? She has, um, changed and, as she pointed out, came into sort of sh- sh- in shock about how this thing worked. She's very entrepreneurial. That's what you did. You- Thank you ... created a totally new thing. I mean, yes, uh, uh, obviously it had continuity with, with some of the things we were doing and s- products we were selling, but very entrepreneurial in terms of, you know, bringing in [00:21:00] higher, very talented people, changing the systems.
Um, not just, you know, continuation of what I was doing. I'm really proud of you, Lizzie. Yeah.
Liz Morris: Thank you.
Bill LuMaye: Um, I- You, I guess you answered that i- in a way. I mean, I've, I've worked with my son, and I've worked with family or, and friends, and sometimes that's the worst thing in the world you can do. Mm-hmm. Uh, for- it was good with the son in case he watches, but-
it hasn't always been the case with friends and that. Uh. How, how did you, uh... I mean, you d- you... How did you separate it in the sense that I'm sure you got together, you had meals at the house, you had Thanksgiving and Christmases. Was it business talk at that time? Did you say, "Lizzy, come over here and I got, I got something you need-"
Dwight Morris: No, no, Liz- No?
None of that
Bill LuMaye: stuff?
Dwight Morris: No, Liz has r- very rule-oriented person. You, you can talk business at work, [00:22:00] but then when you go home, you don't talk business. And I, I, I'm not that kind of person- Mm-hmm ... but I appreciated what she was trying to do, and it really, it worked so that, no, we didn't... I mean, do, do we hit heads at work?
Sure. Um, it was very difficult for her to pull what I was doing out of my brain, basically, um, as opposed to a whole bunch of people who could, you know, tell her what was going on. Um, but she did a great job. And yes, it was tough. It was ver- You know, we weren't fighting, but, you know, she was frustrated with me.
Bill LuMaye: She's smiling over there.
Liz Morris: I know. Well, the way I remember it is I'm like- ... it was just, it's fighting for the same thing, I think. Right. Right. It's not one another. Um, but just two different personality styles. [00:23:00] Right. And so I'm like, "I want you to show me," and he's like, "No, you just need to do it." And that was basically how I re- recall, like, every fight.
Bill LuMaye: Um, speaking of fights. How'd you feel about the name change? I mean, in all seriousness, that was a, that was, that was your baby.
Dwight Morris: Right. So, you know, since w- we've handed off the bus- since I handed off the business, since I sold it to Liz, um, my attitude has been whatever she wants to do now, 'cause she's taken, like I, I just mentioned, entrepreneur- she's an entrepreneur.
She's taken it on totally her, you know, with her teams. So to me, when she approached me about this, I had n- no argument at all because it was no longer... See, Carrot Top Industries, I was a redhead, and so that, you know, it basically was talking about [00:24:00] me. This is part of her-
Liz Morris: This is not my real hair color.
Dwight Morris: This is part of her moving ahe- moving on and not, and no longer being under Dad's, you know, wings or whatever. Okay? And not... So I had no problems at all. Zip. I, uh, that's my recollection.
Bill LuMaye: Okay. Yeah. Why did you, why did you change the name? Why did you feel it was important to change it?
Liz Morris: Well, first of all, I remember another conversation where, I don't remember when this was, but I think it was around when I took over as CEO, and I feel like a couple times you specifically said to me, "You can change the name if you want."
You know, I had people that advised me to change the name, but I never did. Um, but so I felt that he was, you know, I don't know, supportive of it even before the idea came up. Um-
Dwight Morris: Mm-hmm ...
Liz Morris: [00:25:00] but why did we change the name? Um, really just customers being confused with what we sell. Um- That makes sense ... especially new customers.
Oh, our longtime customers, they actually love the name. Right. Um, uh, at the same time, they understood why we wanted to change it. Um, but for new customers kinda hearing the, the name, coming to the sites, reading the name, um, we wanted something that aligned with the products that we mostly sell. And I know when Dad started the business, he was thinking, "Well, I'm not just gonna sell flags."
Right. You know, "I can't possibly make a business just out of that." Right. And really, that's the vast majority of what we sell, and so just wanted a way that we could kinda own that phrase, not be competing with the comedian, not be, you know, confusing people with what we sell.
Bill LuMaye: Well, that makes sense. If you were to go back to like, to when you first started, 1980s- Mm
[00:26:00] hindsight's 2020, right? Right. Anything you'd do differently? Something you'd like to change?
Dwight Morris: That's a very difficult question because, you know, it's easy to look at the technology that exists now and the way people operate, but no, I wouldn't change anything. The reason I came up with Carrot Top Industries, you know, I, I was a redhead, so the Carrot Top part, but I really didn't know what would work.
And to be hon- And so during the first three to four years, I thought that selling flags by themselves, I couldn't succeed. So I tried various and sundry things, and I was able to sell some of them. Problem was I wasn't able to make a profit off of them. And at the same time, the customers were being a real pain.
They wanted me to sell flags. So you know you can fight the [00:27:00] customers, or you can go with the flow, and eventually I went with the flow.
Bill LuMaye: Well, customer's always right. I've heard that s- ... that saying. In, in this case, it sounds like they were. And Liz, uh, where do you go from here? You've done a lot of things, a lot of them recently.
Um, so what's the next step for you and the company?
Liz Morris: Yeah, I mean, I, I think, um, I don't know, I see Owning a business, especially one that your dad created, I mean, it's such a, an amazing opportunity, and I see it that I'm on a journey. And I think this first part to me, you know, was figuring out how to make it mine, I guess.
And not just... I, I wasn't like, "I'm gonna change the name." I think, um, it's a longer journey. It's figuring out kinda your why, what motivates you, [00:28:00] what, um... I wanted a way, and this podcast is a part of it. How's a way that we can talk to people about who we are without talking about the products? Um, and part of that journey was kinda figuring out who I am, who our company is, and you know, that, that drop of dye analogy that I felt brought my dad's story and what he built and my story together.
And, um, so I don't know if I'm really answering your question. Yeah. But I think that has been a part of that journey to figure out how, um, to make it mine. And I'm excited to just continue that evolution, and I know we're always trying to say, okay, what's... I'm trying to say, the business trying to say, what's that next version of ourselves that we should become, um, in order to dominate?
'Cause I do think that's where we have a shared, [00:29:00] you know, vision to dominate the industry, um, to s- continue supporting our customers, to continue supporting our team members. Um, and so I hope to, to make him proud, make the whole team proud, and go out there and kick ass.
Bill LuMaye: There you go. Well, I
Dwight Morris: know- That's what I'm talking about.
Bill LuMaye: Yeah. Kicking ass, that's, uh, 101. Well, now that you see what Liz has done, I mean, what are your thoughts on it? I know you're proud of her, clearly.
Dwight Morris: Obviously, I'm, I'm rid- uh, very proud of her. And, uh, like I s- mentioned, this entrepreneurial thing earlier, she has really created something that, that I would never have done.
Okay? Not because, uh, it's bad, but because it's more modern. It was, it was the step, it's the step that's needed for the business to move ahead. I had stagnated. I'd gotten [00:30:00] to a certain level of sales and stagnated for a number of years, and then I, like I mentioned, had bad health. But, um- I, I, what I see now, I see a totally different thing, and I see something that in a lot of ways Liz has started.
You know? Yes, I started this business a long time ago, and there are products and whatnot are the same, but what she's done since then, wow. I mean, it's really awesome. And i- it's really interesting also to see this happening.
Bill LuMaye: One of the most difficult things is to rebrand anything, especially when you have a bit of a legacy behind the name you already have.
And then of course, to keep the old customers as you reach out for new ones. How's that been for you? It seems successful from
Liz Morris: my perspective, but- Yes, yes. I mean, I think we ... [00:31:00] You know, I like to move fast and, um, you know, a few times in this process my team was like, "Hang on, let's slow down and make sure we think through this," which, um, I think was a really smart move for us to, to make this change in America's 250th year where everyone's really thinking about flags.
Um, um, I, I think it's worked out really well. And the response has been anywhere from, "That's great, I need the new, you know, W9 or whatever," like it's just a bureaucratic thing- Yeah. Yeah ... to people saying, "You know what? I, I loved the old name, but I understand why you did it," to people saying, "I love it. It makes perfect sense."
Yeah. And so I felt, um, really supported this year, and I think the biggest concern that I had was that new customers would be able to continue to find us, and that they didn't think that we sold to somebody else. Um, and, and I think it's worked out really well, which has been [00:32:00] really confidence boosting.
Um, and I'm just really excited for going ahead.
Bill LuMaye: Yeah. Someday you're gonna be in the position your dad is.
Dwight Morris: No, she's already- Well, i- ... in that position.
Bill LuMaye: No, I mean as far as- No, but- ... the company's gonna be successful- Well- ... what are you gonna
Liz Morris: do next? With two cats-
Dwight Morris: Well- ...
Liz Morris: one of them could take over. Ah.
Dwight Morris: Yeah. No, what I, but what I do wanna say is that, so, you know, I was number one for 12 years or so, and then the internet guy comes in.
Okay, well since then the internet guy has, uh, done so well, and somebody else- Who's the internet guy? Freedom and Glory is now- Oh ... back to being number one.
Bill LuMaye: Wow.
Liz Morris: Yeah.
Bill LuMaye: Is that true?
Liz Morris: Yeah.
Bill LuMaye: Hey, yay. Congratulations.
Dwight Morris: Yeah. So, hey. Yeah.
Liz Morris: I think it feels really
Bill LuMaye: good. You can't help but be happy about that.
Liz Morris: Yeah.
Dwight Morris: Yep.
Bill LuMaye: Any questions you'd like to ask your father? Since we're recording on camera- Oh ... it'll be kept forever and ever and ever?
I think you two are probably thinking- I refuse
Liz Morris: to- Well, uh, yeah ... respond in the affirmative. Oh, yeah.
Bill LuMaye: Where have I heard that before? [00:33:00] Seems to be a popular phrase.
Liz Morris: What, uh, what advice do you have for me?
Dwight Morris: What advice? Liz, uh, just keep doing what you're doing. I mean, really, it's so different than what I did.
Um, and, and I, I think it reflects... I've said this before. You know, Liz was a ridic- very good athlete, and on a lot of, um, uh, teams. I was a long distance runner. Y- you compete against your own teammates and whatnot. While she acknowledged that she was on some individual sports, and plays tennis now, whatever, the bottom line is that she learned...
She's a team player. I, I was not a team player, so I don't ha- I don't want her to rever- I don't want her to become like I was. She's not going to anyway, but I don't want her to [00:34:00]
Liz Morris: go that direction. We're
Bill LuMaye: both stubborn. Yeah. In a good way, though.
Dwight Morris: Yeah, I hope so. I think so. Yeah. Uh-huh. I don't know if that answered your questions, or your question.
Liz Morris: Yeah. Well, the other thing I think we could just mention to our listeners is that we just did a really fun video, um, out at one of our partner facilities in California. Mm-hmm. Um, it's on the IEN network, um, their Made in America series, and it tells a little more detail of the history of Carrot Top and the name change.
Uh, it just came out a month ago, and, um, it has some really cool pictures. It's awesome to have a chance to obviously tell the, tell the story and do something together, but I think for us also an opportunity to celebrate my mom and her role, um, in the business, and they allowed us to include some photos- Ah, neat
um, of, like, my mom, who's a total [00:35:00] babe in, like, 1970. Mom. Uh-huh. It's like she's got a perm. It's, like, pretty cool.
Dwight Morris: And I, as I mentioned before, I could not... I was not succeeding, but m- my wife didn't allow me to fail. She kept supporting me. When I would have doubts, she just kept supporting me. Uh, really, she was a huge player in this whole process
Bill LuMaye: Well, sounds like an awesome family, and it's, uh, it's one you both, if you don't, should look inner, inward and say, "Man, none of this could've happened without the family dynamic that you guys have."
Except maybe for that other sister you have. I, I, I forget her name. Do you, Dwight? I'm just teasing. I know, I know, I know your family's very important. Yep. Um, anything else? If not, I, I will just, uh- I don't
Liz Morris: think so. Thanks for joining us. Yeah. This is... [00:36:00] He's, like, a seasoned professional now. Anyone who's been interested-
in what he has to say, go back and listen to episode one.
Bill LuMaye: Yes. It is a pleasure. It is always... I, I, I always have such respect for people who take the chance and take something that no one else is doing it and, of course, make it successful. And to have it become a family, family legacy is, is something I think is a dream for a lot of people, so.
Dwight Morris: You know, I, the one thing I will say, um, if we have time, is that a lot of people approach me over the years since Liz has taken over a- and said to me, "So what's going on with the business? What's happening? Where, and what..." You know, ask me all these questions. And, um, the one thing that I think was, like, I...
And you s- you alluded to it earlier. I, she's got it. It's her business. Now, you know, she shares things with me, but the bottom line is that, [00:37:00] um, sh- it's hers, and this is something that apparently is, is rare. Um, you know, the, the c- the, the guy who started it wants, you know, get, be in on the show, sort of, you know, bother the...
A- and I don't do that. I'm, I'm... I realize that she... I, I recognize her talents and what she's bringing in, into play here, and I'm just proud to be a dad, 'cause that's what Liz wanted. She wanted a dad, and I'm back to that role.
Liz Morris: Yeah. Well, he gave me a gift, I think, by backing away, for sure. So I agree. It's a very
Bill LuMaye: difficult thing to do for a dad.
It is. It really is. So wow. I, I'm misting up a little bit. But, uh, I mean, it's a wonderful story, and I hope people will check that out. And, uh, and as always, it's a [00:38:00] pleasure to meet, uh, to ha- see you again, Dwight. Thank you. Liz, it's always a pleasure to see you. Oh, yeah. So thank you both very much. Thank you.
Thank
Dwight Morris: you. Thank you for having us.