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‘This year is just not a jewelry Christmas’: Meet a 64-year-old small businesswoman who’s seen her Main Street decline for the last decade

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She had worked 22 days straight in her job as a technician at an engine plant to save up, and now Daijah Bryant could finally do what she was putting off: Christmas shopping.

Bryant pushed her cart out of a Walmart in Rocky Mount, North Carolina, and loaded her sedan’s backseat with bags of gifts. While they would soon bring joy to her friends and family, it was difficult for the 26-year-old to feel good about the purchases.

“Having to pay bills, if you happen to pay rent and try to do Christmas all at the same time, it is very, very hard,” she said with exasperation.

Ahead of President Donald Trump’s Friday evening visit to Rocky Mount, some residents say they are feeling an economic squeeze that seems hard to escape. The uneasy feeling spans political affiliation in the town, which is split between two largely rural and somewhat impoverished counties, although some were more hopeful than others that there are signs of reprieve on the horizon.

This will be Trump’s second event this month aimed at championing his economic policies ahead of a consequential midterm election next year, both held in presidential battleground states. Similar to Trump’s earlier stop in Pennsylvania, Rocky Mount sits in a U.S. House district that has been historically competitive. But earlier this year, the Republican-controlled legislature redrew the boundaries for the eastern North Carolina district to favor their party as part of Trump’s push to have GOP-led states gerrymander their congressional districts to help his party retain its House majority for the last half of his term.

Rocky Mount may be in a politically advantageous location, but the hardships its residents report mirror the tightening financial strains many Americans say they are feeling, with high prices for groceries, housing and utilities among their top concerns. Polls show persistently high prices have put Americans in a grumpy mood about the state of the economy, which a large majority say is performing poorly.

Trump has insisted the economy is trending upward and the country will see some relief in the new year and beyond. In some cases, he has dismissed affordability concerns and encouraged Americans to decrease their consumption.

‘Without the businesses, it’s dead’

Crimson smokestacks tower over parts of downtown Rocky Mount, reminding the town’s roughly 54,000 residents of its roots as a once-booming tobacco market. Through the heart of downtown, graffiti-covered trains still lug along on the railroad tracks that made Rocky Mount a bustling locomotive hotspot in the last century.

Those days seem long gone for some residents who have watched the town change over decades. Rocky Mount has adapted by tapping into other industries such as manufacturing and biopharmaceuticals, but it’s also had to endure its fair share of challenges. Most recently, financial troubles in the city’s government have meant higher utility prices for residents.

The city has been investing to try to revitalize its downtown, but progress has been slow. Long stretches of empty storefronts that once contained restaurants, furniture shops and drug stores line the streets. Most stores were closed Thursday morning, and not much foot traffic roamed the area.

That’s left Lucy Slep, who co-owns The Miner’s Emporium jewelry store with her husband, waiting for Trump’s promised “Golden Age of America.”

The jewelry store has been in downtown Rocky Mount for nearly four decades, just about as long as the 64-year-old said she has lived in the area. But the deterioration of downtown Rocky Mount has spanned at least a decade, and Slep said she’s still hoping it will come back to life.

“Every downtown in every little town is beautiful,” she said. “But without the businesses, it’s dead.”

Slep’s store hasn’t escaped the challenges other Rocky Mount small businesses have endured. Instead of buying, more people have recently been selling their jewelry to the shop, Slep said.

Customers have been scarce. About a week out from Christmas, the store — with handmade molded walls and ceilings resembling cave walls — sat empty aside from the rows of glass cases containing jewelry. It’s been hard, Slep said, but she and her husband are trying to make it through.

“This year is just not a jewelry Christmas, for whatever reason,” she said.

Better times on the horizon — depending on whom you ask

Slep is already looking ahead to next year for better times. She is confident that Trump’s economic policies — including upcoming tax cuts — will make a marked difference in people’s cost of living. In her eyes, the financial strains people are feeling are residual effects from the Biden administration that eventually will fade.

Optimism about what’s to come under Trump’s economy might also depend on whether residents feel their economic conditions have changed drastically in the past year. Shiva Mrain, an engineer in Rocky Mount, said his family’s situation has not “become worse nor better.” He’s been encouraged by seeing lower gas prices.

Bryant, the engine technician, feels a bit more disillusioned.

She didn’t vote in the last election because she didn’t think either party could enact changes that would improve her life. Nearly a year into the Trump administration, Bryant is still waiting to see whether the president will deliver.

“I can’t really say … that change is coming,” she said. “I don’t think anything is going to change.”



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Roblox CEO David Baszucki says the best career advice he’s ever received is to outright ignore the advice of others

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As some Gen Z graduates find themselves iced out of the job market, millions have slipped into so-called NEET status (not in employment, education, or training), unclear as to when their careers will finally be able to take off. For Roblox CEO David Baszucki, that sense of professional drift is familiar.

Although today he helms the $60 billion video game platform—and has a $5 billion net worth to go with it—when he graduated from Stanford University in 1985, he said his career prospects were anything but clear. 

Like today’s aspiring professionals, it was tempting for him to lean on the advice of mentors, professors, or friends to figure out how to jump-start his career. But Baszucki warns that mindset could leave you worse off. In fact, looking back, he says the best advice he ever received was to actually stop overvaluing what others think.

“A lot of my development has been trying to, over time, ignore advice I’ve been given,” Baszucki recalled to students at his alma mater. Instead, when you’re having a rough time, listen when people say, “Trust your gut.”

Baszucki went from lost window cleaner to billionaire tech leader

Even though Stanford has a reputation as a launchpad for billion-dollar companies—from Snapchat to Databricks—Baszucki hit a wall after graduation. His dream job didn’t materialize, and his résumé was thin: One of his only work experiences was window-cleaning with his brother one summer.

“I can remember in this terrible time right out of college trying to figure out what I was going to do,” Baszucki shared with an audience of Stanford business students.

“Rather than trusting my intuition, I can remember having a spreadsheet of nine potential careers and then all these metrics—‘it’s really good for this, but it’s not so good for this.’

“It was, like, a really weird way to try to figure out your career,” he added.

It was then that Baszucki first learned about the need to trust your own instincts.

After landing a postgrad salaried role, Baszucki spent the next two or three years in what he now calls the “absolute worst jobs in the world” where he faced “massive disappointment.” 

Eventually, he took a step back to listen to his gut—and the reset paid off. Baszucki went on to carve his own path and create Knowledge Revolution, an educational software company that sold for $20 million in 1998. After the sale, he expected to get poached for a CEO job. When he didn’t, he found himself once again adrift and needing to forge his own path.

“Time and time again, you have to participate in making your own reality,” he told Fortune earlier this year.

A few years later, he began building what would become Roblox, now a global gaming platform with over 150 million daily active users. 

Fortune reached out to Roblox for further comment.

The best career advice: Trust your own instincts

During a time when data and data-driven decision-making is all the rage in the workplace, leaning on intuition might sound misguided. However, many executives still lean on their instincts to guide even major business decisions.

“Be able to balance a lot of different people’s opinions, but at the end of the day, you have to have your own conviction deep down and make decisions for yourself,” LinkedIn CEO Ryan Roslansky said when asked to give career advice.

“You have to know what’s right, you have to care about what’s right, to be passionate about what’s right,” Roslansky added. “And if you’re going to put yourself out there and decide to dive into the crowd, it should be because you want to … not because someone else is telling you to do it.”

Skims cofounder and CEO Jens Grede also recently echoed the importance of trusting your gut—as long as you exercise it.

“You can feed [intuition] by being a curious person,” Grede said on his wife Emma’s Aspire podcast. “Your gut is really your collective memory, your collective experience and learnings … Every book you read, every article, every conversation, every wrong or right decision you’ve made, that becomes your gut.”



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‘The rocket ship keeps going off’: Inside the Nvidia phenomenon with author Stephen Witt

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For employees at Nvidia, the chipmaker at the center of the artificial intelligence boom, the financial incentives to retire are staggering, yet few are heading for the exits. According to Stephen Witt, the freelance journalist and author whose book on the most valuable company in the world, The Thinking Machine, just became the FT and Schroders business book of the year, this retention of wealthy engineers comes down to a fear of missing out on history (along with all that money, of course).

“I think if the company was selling breakfast cereal, a lot of them would retire, but they’re making what they believe to be the single most important technology of all time,” Witt told Fortune in a recent interview, referring to Nvidia’s groundbreaking GPU chips that function as something like the oil wells of the AI boom.

“They’re engineers,” Witt said of Nvidia CEO Jensen Huang, his friends, his investors, and his employees, all of whom he talked to for his deeply reported book. He described their attitude as one of “I can’t leave now … I just can’t not be working with this technology. It’s like a once-in-a-lifetime opportunity.” Acknowledging that Nvidia’s soaring valuation to a $4-trillion-plus market capitalization doesn’t hurt, Witt explained how “the rocket ship keeps going off,” both from a technological and financial standpoint. The thing is, he explained, “they’re a very generous employer, especially with employee stock purchasing programs.”

Field of GPU dreams

Nvidia’s journey was not an overnight success, according to Witt. The author described the company’s early development of GPUs for AI as a Field of Dreams scenario where it built technology “without any users, without any customers.” Seen through the lens of capitalism, developing a new technology, at least for “very long-dated technologies, the market will not work” without some kind of buffer to allow time for the tech to mature, Witt concluded: “Jensen was a singular individual, and his stock price went down, or was stagnant, for 10 years while he was developing these platforms, for people to compute. He was not rewarded for a long, long, long time for doing this.”

Nvidia’s financial performance and stock price have taken off since 2015, to Witt’s point, and began gathering steam in the 2004–07 period, when academic AI researchers discovered the benefit of Nvidia’s GPUs. And there was a long period where the stock was not generating great returns, but Nvidia’s chips were always popular with gamers, and so the market worked to at least that extent.

Witt noted that he found similar dynamics in previous reporting, having written a book about MP3 file-sharing tech in 2015 (How Music Got Free). “That was also true of those guys,” he said, who likewise faced many years of development before it paid off. “If we were working in a corporation, I don’t think anyone would have had the patience. We needed almost a third base between academia and finance to sort of make this work.” Witt cited other examples, such as neural nets and the state-sponsored TSMC, one of Nvidia’s closest rivals in the advanced semiconductor space.

Witt said his reporting revealed that many Nvidia workers were initially on the losing side of this dynamic, having bought into employee stock ownership programs and seen the stock fall 50% or 60% from there. “The employees would get upset. They’d be like, ‘Oh, my God … I invested, I maxed out my cap to, you know, an employee stock purchasing program, and … now it’s underwhelming, and I don’t know if I’ll ever make it back.” At that point, Huang instituted a program to allow workers to buy the stock at a discount to the current market price, but also at a discount to any price in the past two years. “And then the stock turned into a rocket ship,” said Witt. Soon enough, he found, “every employee started maxing out these contributions to the employee stock purchase program, and then the stock continued to go up another, like, hundred times on these very low-cost basis transactions.”

The bubble question

Now that the market has caught up, questions of a financial bubble loom. Witt, who has worked for a hedge fund and said he approaches journalism with a shareholder’s mindset, admits the possibility of a crash if cash flows don’t eventually align with infrastructure spending: “So, so much is predicated on getting the timing of cash flows correct. And it may be the case that we throw all this money into building data centers and buying Nvidia chips, and that doesn’t pay off at the exact right time, and then everything crashes for a little while. That may be happening right now.”

Yet Witt also drew a sharp distinction between financial bubbles and technological utility, saying that the now well-trod comparisons of AI to the internet and railroad booms may have some merit. But echoing similar remarks from leaders such as JPMorgan CEO Jamie Dimon, Witt said of AI: “This stuff is real.” Witt predicted that breakthroughs from Nvidia, TSMC, and others will lead fo a “spreading wave of robots and autonomy,” recalling Huang’s own prediction that in 10 years, anything that moves will be autonomous. “We’re moving into the world of AI,” Witt added, saying that in 10 years, “we will interact with AI as frequently as we interact with the internet or electricity. And there’s a big scramble on to be the company that gets it in front of me. I think that explains all the investment.”

The political dynamic

The big scramble for funding also has a political effect, of course. “Jensen was forced to become a political creature, especially this year,” Witt said, suggesting that “he kind of pivoted into being almost like Trump’s Thomas Cromwell,” likening him to the famous advisor to King Henry VIII, although Huang is a close external advisor and not in Trump’s cabinet, with someone like Treasury Secretary Scott Bessent or Commerce Secretary Howard Lutnick a much closer analogue. (Witt said as an aside that he’s been reading Hilary Mantel’s modern classic Wolf Hall lately, and the subject was on his mind.) On Huang and Trump’s relationship, Witt added: “He became, like, a real advisor in the game … And he was really successful in that regard.”

Witt observed of the dynamic that “Trump likes to be close to Jensen because Jensen’s a winner. And Trump likes winners, and Jensen’s basically the biggest winner there is right now.” Huang also needs certain support from the federal government, Witt added, not just exemption from tariffs for Taiwan, but also in selling certain chips to China. “Maybe even most importantly, and maybe least discussed, he needs absolutely to secure an ongoing pipeline of H-1B visas for his best technical work,” Witt said, noting that one-third, if not more, of Nvidia’s employees are South Asians. “They’re extremely dedicated, they’re extremely bright, and it’s part of really what makes Nvidia work.”

Ultimately, Nvidia’s soaring valuation is underpinned by a new geopolitical narrative. Witt argues that the U.S. is engineering a merger between Silicon Valley and the Pentagon, fueled by fears of an “AI gap” with China. “Just as in the old days,” Witt said, “you would talk about the fear of a missile gap with the Soviet Union. Now, it’s an AI gap with China.” And on that count, Witt added, Trump likes winners, “and he’s got a winner in AI.”



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Billionaire who sold two companies to Coca-Cola says he tries to persuade people not to become entrepreneurs: ‘Every single day, you can go bankrupt’

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Mike Repole, the billionaire entrepreneur who cofounded and sold beverage giants Glaceau and BodyArmor to Coca-Cola for a combined $9.7 billion, has an unexpected message for aspiring business owners: Don’t do it.

In an interview with the School of Hard Knocks, a popular social-media channel known for interviewing wealthy entrepreneurs, Repole shared his contrarian view on entrepreneurship, emphasizing the brutal realities that most success stories gloss over.

“I spend more time talking people out of being an entrepreneur,” Repole said. “The first five years for an entrepreneur, I call the survival years. Every single day, you could go bankrupt.”

Repole’s cautionary advice carries significant weight given his impressive business track record. The 56-year-old Queens, N.Y., native first made his fortune when he cofounded Glaceau with J. Darius Bikoff in 1999. The company, which produced Smartwater and Vitaminwater, grew from $1 million in first-year sales to over $1 billion in revenue by 2007, when Coca-Cola acquired it for $4.1 billion.

Following that success, Repole cofounded BodyArmor, a sports drink company, in 2011. It gained significant attention a few years later in 2014, when NBA legend Kobe Bryant invested $5 million for a 10% stake, becoming the brand’s creative director. In November 2021, Coca-Cola purchased the remaining 85% of BodyArmor for $5.6 billion, making it the beverage giant’s largest-ever brand acquisition.

Forbes currently estimates Repole’s net worth is $1.6 billion, largely stemming from these two successful exits. Between the ventures, he also served as chairman of snack company Pirate’s Booty, helping grow the brand by 300% before it sold to B&G Foods for $195 million in 2013.

Betting on yourself vs. playing it safe

Despite his multibillion-dollar track record, Repole emphasized in the interview that entrepreneurial success is far from guaranteed. “There were days that I didn’t think we could make it,” he said, adding that he “failed” multiple times throughout his journey.

The billionaire’s advice reflects a growing trend among successful entrepreneurs who are increasingly candid about the challenges of building businesses. Unlike the typical success narratives that dominate social media, Repole’s message acknowledges the statistical reality that most startups—over two-thirds of them—fail, and that even successful entrepreneurs face constant uncertainty.

True to form for successful entrepreneurs, Repole embraces what others might see as character flaws. When asked if he’s “a little crazy” like other billionaires, Repole responded: “I started crazy,” adding, “Crazy people change the world.”

You can watch the interview with Repole below:

@theschoolofhardknocks He’s a multi-BILLIONAIRE 🤯 he sold his companies BODYARMOR and Vitaminwater to Coca-Cola for $12 BILLION! I interviewed Mike Repole in Florida and I asked him if he thinks everyone is built for entrepreneurship. I also asked him whether or not he failed on his way to becoming a billionaire. Since he sold two beverage giants for billions of dollars I asked him whether he thinks product or distribution is more important in business. Lastly, I asked him if he would consider himself to be crazy. #wealth #entrepreneur #financialfreedom #motivation ♬ original sound – The School of Hard Knocks

A version of this story was published at Fortune.com on Sept. 12, 2025.

More on entrepreneurialism:

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