Earlier this week, CEO of Timberland, Jeff Swartz came by the studio. He spoke about the successful branding of Timberland in the last decade, and how it's recently gone off the rails by trying to be "cool."  The Hip Hop market was an important revenue stream for the company, and they've lost it. He talks about how he plans to win it back.  He also gave us insight into the challenges of running a family business.