Look a man dead in his eyes so he know you talk truth
When you speak it, give your word, keep it

from Kanye West (Ft. Jay Z) – New Day Lyrics on Rap Genius

Meaning

These are pieces of advice that Jay plans to give his son when he turns 13 and they have their “mogul talk” (Jay’s businessman version of “the birds and the bees”)

All of the advice stress honesty and openness

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