Welcome to IF I DID IT where we analyze and solve PR kerfuffles from the world of MMA and beyond. This week we look at Dana White's continuation of the war of words against Ariel Helwani, the UFC's response to reports Zuffa has sold the promotion and much much more.
Alexei Auld is back with a brand new book available 7 Secret Sources of Inspiration: A Snappy Guide for Creative Procrastinators to grill Eugene S. Robinson (who's pushing a GoFundMe to pay for the new Oxbow album) and myself with some PR stumpers from the world of combat sports.