Rob Dyrdek's $10 million mistake was acquiring a skateboarding business called Alien Workshop. Dyrdek acquired the company for $4 million but later realized that the business had terrible margins and burned cash, leading to a toxic culture and no revenue growth . Dyrdek learned from this experience and now focuses on building businesses that have a multidimensional approach and can create ROI . He invests in various ventures, including adaptogenic topicals, water filter systems, beauty products, and more . Dyrdek also leverages his success in television to underwrite and invest in other ventures, such as a sports property partnership with Dana White and the Fertitta family .