success stories be thinking more insular? >> i think we are. and it's not from a political standpoint but from the heart. we have seen it come out of detroit with chrysler promoting made in america and born in detroit and that type of thing. that's part of it is being involved with the city is a part of a kind of emotional thing as well. >> we are watching a clip of your choiceler ad which like everything you do is impossibly cool, iggy pop. >> another detroit icon. he was one of my icons growing up. >> when you finished the book, who was the coolest rock icon in terms of music fashion? >> if i had to dig down deep, a