Brand Building: In 2017 he founded Green Book Global, a travel review platform for Black travelers, partnered with Expedia.

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Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Lawrence Phillips. 

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Purpose of the Interview

• To showcase Lawrence Phillips’ entrepreneurial journey from engineering to founding Green Book Global, a travel review platform for Black travelers.
• To highlight the significance of Black Ambition, an initiative by Pharrell Williams supporting Black and Brown entrepreneurs.
• To inspire listeners about resilience, innovation, and the importance of culturally inclusive travel resources.

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Key Takeaways

1. Background & Career Shift

   • Phillips studied Electrical Engineering at Georgia Tech and worked at Accenture in IT consulting for nearly a decade.
   • Despite career success, he felt unfulfilled and decided to pursue his passion for travel, leading to the creation of Green Book Global.

2. Travel Experience

   • Traveled to 30+ countries across all seven continents, including Antarctica, in less than a year.
   • Realized the need for a platform addressing “traveling while Black” concerns—safety, cultural acceptance, and inclusivity.

3. Green Book Global

   • Inspired by the historical Green Book (1936–1966), which guided Black travelers during segregation.
   • Offers city-level Black-friendly scores, road trip planners, and Black-owned restaurant recommendations.
   • Over 150,000 app downloads in 2025; partnered with Expedia; strong social media presence.

4. Black Ambition Program

   • Phillips applied three times before reaching semifinals, emphasizing persistence.
   • Program provided funding opportunities and a transformative Evoke Wellness experience.
   • His personal “why” statement:
     “I’m a protective and innovative steward of Black restoration and healing.”

5. Impact & Vision

   • Advocates systemic change by partnering with destinations to improve inclusivity.
   • Highlights the economic power of Black travelers (over $140 billion annually).
   • Encourages Black travelers to explore global opportunities beyond U.S. racial constraints.

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Notable Quotes

• “You can be successful and still not be happy.” — On leaving a lucrative career for passion.
• “I’m a protective and innovative steward of Black restoration and healing.” — His guiding principle.
• “There’s riches in niches.” — On unapologetically focusing on Black travelers.
• “Just because somebody said no doesn’t mean they said no to you—they said no at that time.” — On persistence in entrepreneurship.

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#SHMS #STRAW #BEST

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