One thing about Keith is that Keith, at some point, made a decision that that was more important to him, to be successful at that, than anything else. He made the step that none of the others were willing to make, and that was to drop out of school. His first thing was that, I've got to get me a car. I've got to get me a car. I've got to have flash. I've got to have something to show. I think part of it was psychologically to demonstrate his control over her. There was that aspect of it. That was for me. That was from him to me. But I think also, on the other hand, there was the breaking down of a person's constitution. When he's able to do that to her, eventually, at some point, she stops believing in herself, and she only believes in him. And so once you can get that transference, get a person so they have no self esteem left, no sense of self-worth left, then the only thing that they can do is believe in you. They start to associate their own sense of self-worth and self-esteem to the very person who took their own. At that point, he hit her again. And on the third time he went to hit her, I grabbed his hand. And I told him, I said, "Dwayne, that's enough. He said, "Man, this ho, she knows she out of line. Man, I'll beat this bitch's ass some more."

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You know what's really funny? I didn't openly show any remorse about these girls. I didn't openly feel sorry for them. When Annie was getting a beating, and when I grabbed Dwayne's hand, my thing was, man, let's take care of our business. I didn't say it in a way that was like, man, give her a break. I said it in a very nonchalant way like, man, this bitch, I have no time for this [BLEEP]. Get this bitch out of here, and let's do what we going to do. I didn't show concern for Annie, you see?I thought it was great. I really thought it was great watching this guy work. I didn't think it was great to the extent that some girl was getting turned out. I thought it was great to the extent that all of a sudden, everything that those images that we had sought, that we had aspired to, all of it was suddenly happening. And I was actually having the opportunity to be a part of it. My experience was that I met a girl. Her name was Lois. I remember Lois. She was tall, beautiful, brunette, about six feet tall. Just gorgeous. Just a gorgeous girl. And I remember that I was familiar with the game. I didn't want to lead on to her that I was, but nor did she want to lead on to me that she was. I had always aspired to be a pimp and was familiar with the game and knew how it went. I knew she was a ho, but I was going to never approach her like that. And I knew she was struggling to tell me, because she was trying to feel me out. And Jared says to me, "Look, let me talk to you for a minute." So he comes in and he says, "Look, man. Your ho, she re-chose. She's choosing me. She want to be with me now." He said, "I hope you don't have no problem with none of this, man. I just wanted to come to you man to man and let you know what time it is."

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And I'll never forget the look on her face. It was almost very robotic. But she walked right over at a point where she was acting wild and out of control. But there was a point that he reached when he started to talk to her that she snapped, and she just got very robotic, and he had total control over her. She walked over. And I swear, her ass couldn't have been three feet from my face. So you see, I wasn't just treating her as a ho. I was treating her, to some degree, as a partner to me. So our relationship was different, and that created a definite conflict when we're sitting around a table with a bunch of pimps and a bunch of hos who won't even say nothing unless they're spoken to. And then this bitch is running her mouth 90 miles an hour talking [BLEEP] about the same [BLEEP] that we're talking about. Every ho in the joint is looking at her saying, who the [BLEEP] is this bitch? You know I mean? This bitch is out of line. He need to slap that bitch in the mouth and make her shut up. By the book" is always said in this reverential way when you read Iceberg Slim. "By the book" means, when it comes to pimping, knowing that you're using people, outmaneuvering them when they try to play you, and never getting sentimental about it. It's business.Embracing the 70s pimp style is all about having fun and expressing yourself. When you put on one of our costumes, we want you to feel confident, empowered, and ready to dance the night away. And at that point, I was saying, "Man, let's take care of some business." He said, "OK." He said, "Annie, pull your pants up." Even after I stopped him and we were talking, she was still standing there, bent over with her hands on her knees. He finally told her, "Annie, pull your pants and get your [BLEEP] ass out of here." Well, from WBEZ Chicago and Public Radio International, it's This American Life. I'm Ira Glass. Most weeks on our program, we choose a theme, bring you a variety of different kinds of stories on that theme. Today, instead, we are devoting our entire program to just one story of a man who tried to be a pimp, found out he did not have the stomach for the violence, and how that let to his downfall in the pimping world.