T-Mobile CEO John Legere is essentially a character all his own, representing the carrier’s brand in an almost cartoonish manner, much in the same way that Mickey Mouse is a visual shorthand for Disney.
Now, he’s releasing an actual cookbook called #SlowCookerSunday – Leadership, Life and Slow Cooking with CEO and Chef, John Legere. (Obviously, Legere being Legere, it’s also a business advice book in addition to offering crock pot recipes.)
If none of those words make sense, here’s some backstory: for reasons not known to anyone except for Legere, part of Legere-the-character’s brand as “T-Mobile CEO,” in addition to his brash, straight-talking manner, is something called “Slow Cooker Sunday.” It’s a weekly Facebook Live show that Legere has been running for almost three years where he… cooks food in a slow cooker. Remember when every single brand (including, to be fair, The Verge) was convinced that Facebook Live streams were the future of media? It’s a relic from those days.
But even as Facebook Live’s popularity has vanished into the ether, Legere and Slow Cooker Sunday have soldiered on. T-Mobile is proudly boasting that nearly 5 million viewers tune in weekly to join Legere in his kitchen. It’s become a key part of Legere-the-character’s identity as insulting competitors on Twitter, swearing during press conferences, or his seemingly omnipresent magenta outfits.
#SlowCookerSunday – Leadership, Life and Slow Cooking with CEO and Chef, John Legere (it would be a crime to refer to this by anything less than its full title) features 52 slow cooker recipes, along with a foreword from Martha Stewart, which you can read online here, should you not want to actually spend money on this book. Stewart calls it “pretty good.”
The Verge actually received a copy of #SlowCookerSunday – Leadership, Life and Slow Cooking with CEO and Chef, John Legere, and it’s more or less exactly what it promises on the cover: there are lots of pictures of Legere, both in and out of the kitchen, intermixed with the promised business advice, delivered in short, easily digested paragraphs. None of the recipes are Legere’s original inventions. Instead, each is sourced from a cooking blog or website, so you probably could just Google whatever it is you’re looking to make and save some time. Also, nearly every recipe boils down to “take ingredients, put into your slow cooker, and wait a bit,” which you probably could have figured out on your own.
#SlowCookerSunday – Leadership, Life and Slow Cooking with CEO and Chef, John Legere will actually be sold both online and in T-Mobile stores, alongside actual phones, cases, and things you’d actually expect a mobile carrier to sell.
The book will cost $19.99, and T-Mobile will donate the net proceeds from the sales to Feeding America, a nonprofit network of food banks. Amusingly, T-Mobile is selling #SlowCookerSunday – Leadership, Life and Slow Cooking with CEO and Chef, John Legere online using the same sales software it uses to sell any of its other hardware — meaning you can either pay for the book in full upfront, or take advantage of T-Mobile’s financing options to pay it off in 24 monthly payments of $0.84 (plus tax).