Tai Ceme was supposed to be just another virtual assistant. Instead, she became the backbone of 3isFor's production team and one of their most trusted leaders. In this special "Tai's Light" segment, she sits down with Joseph "JoJo" Simmons in the Yurt to share her remarkable journey from cleaning Kris Karl's inbox to directing complex productions for values-driven clients.

Tai opens up about how accidentally moving back to New York led her to a virtual assistant platform where she stood out immediately - landing eight clients in her first month when most people struggle to find steady work. She shares the moment she first met JoJo and how the team's belief in her vision unlocked leadership skills she always knew she had: "I've always been a natural born leader. In high school, I was captain of the cheerleading team and I couldn't do a cartwheel."

From her beauty brand Tai-Lite to working across PR and fashion, Tai explains how wearing every hat in her own business prepared her to step up at 3isFor. She breaks down the difference between transactional projects and heart-driven work, and why values-driven productions unlock creativity beyond just logistics.

Tai and JoJo dive into:

• Why "production is just organizing" - whether it's beauty, film, or experiential work
• Working remotely from Paris and the benefits of European scheduling
• What's coming next with For Good Fashion, 3isFor's regenerative streetwear brand

What happens when your own viewers give you tough love? Joseph "JoJo" Simmons addresses the elephant in the room after viewers criticized him for talking over his sister Vanessa Simmons in a recent episode. Instead of getting defensive, JoJo breaks down why he's grateful for the feedback and how it's made him a better leader.

Fresh off missing a major client event in Detroit due to airlines delays, JoJo reflects on his team's success with the BOMESI Summit (Black Owned Media Equity and Sustainability Institute).

He gets vulnerable about his growth as an entrepreneur, co-founder of 3isFor, and why treating criticism like market research has changed his approach to business and life.

JoJo also dives into:

• The difference between confidence (being prepared) and cockiness (thinking you know everything)

• Why failing visibly builds stronger communities than hiding your learning process

• Behind-the-scenes look at 3isFor's experiential work and what's coming next

Few people have been in the rooms that Steve Lobel has. From managing legends like Run-DMC, Nipsey Hussle, Fat Joe, Bone Thugs-N-Harmony, and Scott Storch, Steve has spent decades shaping the culture. In this candid and emotional interview, he sits down with his “nephew” Joseph "JoJo" Simmons on the For Good podcast to reflect on his journey, sharing untold stories, personal struggles, and the hard lessons that come with life in the industry.

As a longtime friend of the Simmons family - often called “the White Russell Simmons” - Steve has been connected to hip-hop royalty for years. But despite his success, he’s experienced devastating losses, both personally and professionally. In this episode, he gets real about the sacrifices no one talks about, the mental and emotional toll of the business, and how he’s managed to stay consistent without selling his soul. He also explains why he diversified into cannabis and tells the wild story of how Berner almost turned down the Cookies empire.

JoJo & Steve break down:

• How mentorship can get you ready to answer when opportunity knocks.
• The mental health struggles behind the music industry’s glitz and glam.
• The power of pushing through the no’s and staying resilient in an unforgiving industry.

Links and Resources:

• Follow Steve Lobel @weworking on Instagram
• Follow @forgoodpodcast on Instagram

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Timestamps:

• 00:00 Welcome to the For Good Podcast w/ Steve Lobel
• 02:59 How Run-DMC & Jam Master Jay Put Steve on Game
• 03:51 Deeper Than Rap: Steve’s Bond w/ Jam Master Jay
• 06:11 Without a Mentor, You Could Get Lost
• 08:45 Wild Tour Stories w/ Run-DMC & Jam Master Jay
• 11:31 The Key to Building a Loyal Fan Base
• 15:29 Losing Legends: How Steve Coped With Grief
• 20:13 Why Nipsey Hussle’s Impact Grew After Death
• 20:34 Wanna Make It in Music? Do Your Research!
• 30:06 Respect is Everything - Not Just for Celebrities
• 31:05 Nipsey Never Chased Trends - He Set Them
• 35:51 Even Nipsey & Bieber Struggled to Get Signed
• 36:33 Give People Their Flowers While They’re Here
• 38:45 Berner Almost Said No to the Cookies Empire
• 43:19 Winning in the Cannabis Game
• 44:26 I’m Not A Bag Guy, I’m an Equity Guy
• 45:38 What He Thinks About JoJo’s Cannabis Advocacy
• 49:16 Music Industry Mental Health Struggles
• 50:05 The Stigma: Treatment in Black & Brown Communities
• 50:55 The Real Story Behind The Heavenly Center (THC)
• 01:01:00 The Reality of Addiction
• 01:04:00 Steve’s Biggest Regret? Not Starting a Family
• 01:06:00 The Mindset Shift You Need to Win
• 01:10:00 Why Social Media Ain’t Real Connection
• 01:14:00 Why Steve Came on the For Good Podcast