Dana White's business instincts first proved golden when he convinced two friends to help him buy the unprofitable and largely unsanctioned Ultimate Fighting Championship more than two decades ago.

White's friends bought the UFC for $2 million, gave White a 10% stake, and asked him to run the business. Through force of personality more than any traditional playbook, White turned the mixed martial arts league – now part of the TKO conglomerate – into a global phenomenon. Today, the UFC is worth more than $15 billion, with 675 fighters under contract.

"I have a deal here that would make Roger Goodell and every other guy go, 'Holy s–t,'" White, the company's CEO, said, referring to the NFL commissioner.

White achieved this success, at least in part, by taking risks. 60 Minutes tagged along

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