Pat O'Connor is an author (go read "Getting It: Seven Rules and Other Useful Tidbits For Life and Business"!) and founder of POC Media, a company he started that pretty much pioneered music licensing and sync in the modern era. He shares stories from taking Taylor Swift on a tour of WalMarts when she was a teenager, to negotiating a 6-figure sync deal with a reluctant superstar who finally accepted the deal because of Pat's relationship with their music.