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You Won’t Be Using These Platforms Forever | Skysprout 2019 Keynote


– Fuck, if you leave with
anything from this conference, being unhappy is a bad idea. You’ve got your perspective. (cheering) I just wanna be happy. Don’t you wanna be happy? (light music) Super pumped to be here. Very excited for this fireside chat. I just wanna say thank you. I’m thrilled, thrilled to be here. I really wanna know how my
crew did earlier on their panel and I’m excited to answer questions. So thanks for having me. (audience applauding) Thanks for the blueberries. – [Nick] There’s a lot back there. – I’ll eat them. – There’s a lot. So why don’t you give the
normal intro, little bit about yourself and then we’ll
dive into some fun questions. – Sure. So I’m an entrepreneur. Well, how about this? How many people here don’t know me– – [Audience Member] I love you Gary! – I love you. How many people here don’t know who I am? Thank you, sir. (audience laughing) So I’ll take you out to dinner afterwards so we can save some
time for everybody else. But I’ll give you the 40 second version. I was born in the Soviet Union,
very immigrant upbringing, eight family members in a
studio apartment, rugged stuff. My dad got a job in a liquor store, eventually saved all his
money, bought a small store in New Jersey, built that up. I was a baseball card, sports
card, lemonade, washing cars, shoveling snows like
purebred entrepreneur. Bad at school, got into my
dad’s business, fell in love with wine, saw that people collected wine the way they collected sports cards. Saw the internet was
coming, wasn’t a techy kid, launched one of the first
e-commerce wine businesses, grew my dad’s business from a four to a $60 million business. Started paying attention
to Silicon Valley, decided to get smarter and not
sell more wine but invest in the things that I would
think sell more wine. Was early in Twitter, Facebook,
a lot of other things. And then gave a speech that wrote a book that took me to a totally different place. And I’m gonna buy the New York Jets. (audience laughing and applauding) – All right, so we talked a lot earlier. So we’re gonna hopefully
we’re gonna already have some background on your whole team. So we thought a lot about that. And one of the questions
that I have for them was, we’d get to was you
have around 35, 40-ish people on it right now total? – Yes. – If you had 100, would you
know what to do with them? – Yeah, I’d be doing the
same thing I’m doing now. We only really probably need seven to 10 to really be crazy with the amount of content we’re putting out. It’s that I’m trying to
build scale, so by having 35, many of them will go into VaynerMedia, many of them may go into… I mean, I used to have
four chief of staffs. Two of them are now my
partners at Empathy Wines because I really only needed one. So I think one of the
mistakes that people make is they value short term profit
instead of long term profit. So I have a lot more overhead
than I need, which means at the end of the year I
can’t take home as much money this year, but what I’m
creating is assets, human assets that can be deployed against
other activities that allow me to have a sneaker play, a wine
play, Vayner, VaynerSports and on and on and on. So I would know what to do with
4,000 people let alone 100. It’d be the same thing. It’d be a training ground for scale. 25% I would lose because they
didn’t wanna hang with me for their own selfish selfless ambition or just didn’t like it. 25% become the cream of the crop, which become the biggest
executives in my ecosystem. And 50% find different
places within my world or a nice place where I set
them up and they make a nice $300,000 a year living being
an executive somewhere else. So that’s what I’m doing. – Cool, that’s awesome. So it’s being that the
team is not just staying on Team Gary Vee for very long? – I mean, I’d love for
people to stay for life. I don’t mind. I know there’s been some
football references. If you look at the data
around offensive lines that play together for multiple seasons, it gets real good real fast. And so I love continuity in context. So I love having a team stick around. At the same token, I think
when you’re a leader, you need to be selfless not selfish. And so if I’m watching my team
and I realize that he or she may thrive better within the bigger agency or they may thrive better
being on their own. I loved having Eliot @Dunk
on my team, but very quickly I’m like that’s a kid that’s
gonna go run by himself. So I tried to help him do that. So I’d love it, but it’s
just not the reality of most people’s DNA. And not to mention everybody
goes through life cycles. Those three that you just sat up here, none of them are married, none
of them have had children. There’s a million things that happen. Thank God none of them have
had an extreme tragic event. When you’re at the top of the sphere, when you’re the number one,
you’re prepared for everything and that’s how I live my world. – So we’re talking about
the team in VaynerMedia, I see obviously a lot of vulnerabilities with a modern digital
company, what do you think… The reason I bring it up,
there’s a lot of people here that run or work at a marketing agency. And so what is some
advice you would give them so that they’re not vulnerable to essentially Facebook’s automating the whole process of buying ads. It’s like there you are,
something like that. – Bring value. – Sure. – How many people here
own that digital agency? Raise your hands. So for those hands, what
we have to think about is the client’s ROI, not
our short term IBIDA. Most agencies lose ’cause they’re trying to maximize their own
profit in the short term, which means they get
stuck in certain behaviors that are valuable today but
every day become more vulnerable and then eventually they’re in deep shit. Building websites used
to be profitable as fuck. Email marketing was really,
really great in 2000. SEO was an unknown skill set in 1999. So things evolved. So I think for the owners
in here, I think your job is to make less profit each
year to invest in things that you think are emerging
on the consumer level so that you can be a leader in that sector whether that’s voice. I’m investing as you guys,
if it seems like a lot of people know, I’m
investing heavily in voice. We’re losing a fuckload of
money on my investment in voice. It’s just that I know everybody’s
gonna be buying into that. In three years, I’ll be there. For the employees that are
here, how many people here work at a digital agency? Raise your hands. So for those hands, I
think the biggest thing is to die on your own sword. I think it’s important as
you know and I’m looking at a couple of you that raised your hands, you know what’s acceptable in your shop that you don’t actually agree with. And I think it’s important for
you to find a respectful way to communicate that to the
bosses and to the clients. And that’s super important
because I watch a lot of people. I mean at the level that Vayner plays against the biggest agencies in the world, I’m watching executives in meetings ’cause I’m in these meetings,
I’m still in the trenches say shit that I know they don’t believe, can see it on their fucking face. Sometimes we walk out of a
four agency kind of thing and I’ll put my hand around,
like I know you don’t believe that bullshit about programmatic. You know, like stuff like that, but that’s what their company sells and they want to continue to be employed. And that is their great vulnerability. – [Nick] Just tell them
the wrong thing, really. – Look, selling something
you don’t believe in never ends well.
– [Nick] Sure. Not for somebody who’s got a company, not for somebody that works at a company. It never, ever ends well. It may be if you’re sitting there and saying that’s some profound shit, I’m fucked up because I hate what I sell, you still might have college
debt, you might have just moved into a new apartment. You still have your
practicalities of your life, but you need to start
putting things into position to allow you not to sell
something you don’t believe. The biggest reason I think a
lot of my success has happened in my life is I always sold
something that I believed in. Now, my DNA has allowed me
to see things fairly early, so I tend to be selling
things that nobody else thinks are right and then I just
let history play out. And so the first 15, 20 years of my life, I was getting shit on day to day, but now I get to be here at
still an extremely young age having 20 years of a whole
lot of wins on the board that people didn’t see,
which you can imagine builds reputation which is leverageable and that’s where I’m at now. Now the key is for me to stay
focused and don’t get high on my own supply and start making up shit ’cause I think I’m special. I need to triple down
on what’s got me here, which is only sell what I believe in. – So what are those services
that you believe in right now? Voice, is that what you’re
trying to sell clients? – That was an extreme
version of something I think is really meaningful three
to seven years from now that if you’re investing
now it doesn’t look good on the P and L because
you’re getting no revenue in and you’re carrying voice strategists and then what the fuck do I need this for? Fuck Gary, that’s stupid. That’s the stuff I believe
in at the scale that I play but look, I think a
production capability that… Look, if you run ads and you
actually know what you’re doing and you’re running ads on the
current digital landscape, then you know you’re way too short on the amount of creative you have. To take advantage of Facebook
and YouTube and SnapChat and TikTok and all these
platforms properly, there’s not a person including
me and my fucking 35 band of bandits that is even remotely
close to enough creative to actually fill the
capabilities of the pipes. So creating a content
product that creates content that’s scale, that’s affordable
is a very good business. That’s what I believe in right now. – Cool. – And not being romantic
about any platform. I have no emotion to social media. I can’t wait, can’t wait
till 11 years from now. I don’t know if you guys
follow me on Instagram, but I love doing these throwback clips. Can’t wait to watch all these
videos in 2018, ’19, ’20 when in 2030 I’m just
shitting on social media. (audience laughing) ‘Cause it’s true. I only have one religion,
the consumer’s attention. And whether that’s print or
radio, billboard, Facebook, Instagram, TikTok, I’m unemotional in perpetuity to the day I die. And so that’s why I’m
never gonna be vulnerable because I’m never gonna allow myself to be so financially leveraged
to this singular thing that isn’t practical to
the consumer’s behavior. That’s what most people’s
vulnerabilities are. They’re so pot committed to
search or programmatic or copy or whatever it may be that
when the consumer changes, they’re not willing to feel
the pain of unwinding it because they weren’t willing
to invest in the next thing along the way. – Cool.
(laughs) Trying to keep up.
(laughing) You’re throwing a lot at us. So I got a fun question. If you were to try and
sell this conference out with four times the people,
what would be your strategy? – I would’ve spent every single dollar on Gary Vee fans on Instagram. – We did that. (audience applauding) – Then you didn’t do
enough creative variables. – That’s fair. – How many different pieces
of creative did you have? – Not a lot. – I would’ve done a lot. – [Nick] Just break it down. – I would have probably had
75 to 400 different pieces of creative, chopped up, post
production and by content and then made it contextual
to the market, right. I would have found the clip of me saying fuck Baker Mayfield. And I would’ve run that. (audience laughing and applauding) – Vee, I feel like I just
missed that entire joke. (audience laughing) – The point is how do you
stop somebody’s attention. If you’re gonna go and target
people that are both Gary Vee and Browns fans on Instagram
and there are clips of me actually saying that, you’re
gonna stop them in their feed. This is one big game. How many of you just for
context, how many of you saw the post that I did for
my sister’s 40th birthday over the weekend? Just raise your hands. Thank you, by the way. So for half of you or a little
less than half that saw it, I really, really wanted my
sister to massively pass my dad in followers as a family inside joke. So the photo I did was a
photo of her and I very close to each other, me knowing that
the number one search term on Google is Gary Vaynerchuk’s wife because people are curious because we don’t share our personal life and my wife is super private that way. I knew that if I put a photo
that even might have looked like that maybe was my wife that almost everybody
would stop to look at it. (audience laughing) – That’s hilarious. – And so I just understand
the science around the art and that’s why I’m winning. This is one big fucking
game of psychology. And everybody thinks it’s a game of map. – Do you mesh the math like the math game? – Of course, math is fun
and right in a lot of ways, but everybody’s way too reliant on math. – [Nick] Right. – The creative is the variable of success. I have your attention right now. What I say is the variable
of how you feel about me differently in an hour than you did prior to
the hour that started. That’s it, that’s the game. – So we saw a lot of comments
as we were running ads and promoting this
conference and people were essentially saying we’ll
just watch it on replay. – Makes sense. – I agree. What is the point of coming to live events in 2019 like this? – The room. – Right. – To come to a conference and not stretch your extroverted muscles
would be a huge mistake. And this is what even if you’re
the most introverted person in this room, this is where
you need to muster it up every piece of courage to
just say hello to somebody. Listen, I’m very focused right now to drop some profound shit. But whether I do or not, I’m not sure. What I’m completely sure about
is the most valuable thing for you for the investment
you made of time and money here today is sitting right
next to you with a hello. I really believe that. I know we’re doing some
sort of cocktail party. Some are going, I’m sure some are not. Anything I can encourage momentum, such a small group like this is perfect. You have to say hello to the next person. Like it just really matters. That’s how real life works. – Yeah, that’s awesome. – And I think the learning
for you on that standpoint or what you could have to me access is the most valuable thing, right. So I’m still waiting for
somebody to pitch Zach and I at VaynerSpeakers a conference
where really all I’m doing is two minute speed dating
with every single person because that would be
the most valuable thing. That’s why I started Q and A. That’s all people really
want is to ask their question because the context or the
affirmation is what matters. – That’s a great idea for 2020. (audience applauding) Get Zach on the phone. Awesome, so that was exactly
what I wanted to hear is then everybody here can
learn all of this stuff online. I get that and respect that– – But, I apologize for
what I’m doing, but also it’s the same reason people go to concerts or to a sporting event. There is a different
variable of being here and for some people that’s the ROI or the chance to get their question asked. I mean, I literally wrote, I
started the #AskGaryVee Show and wrote the book because I wanted to only have a speaking
career that only allows me to walk into a room, have
enough brand awareness and just do Q and A. Zach and I… Zach, where are you, Zach? – [Zach] Back here. – Zach, is this a dream
or did this conversation you and I had recently where
I go and speak for 24 hours, I do 24 hours straight
on a stage doing Q and A? – [Zach] We talked about
that two years ago. – Yeah, and I don’t know. Right now, I’ve been having
in the last month, I’m pretty convinced that in the next
year, I’m gonna go to Radio City or Webster Hall or I’m
just gonna go somewhere and do a 24 hour Q and A. – That’s great. (audience applauding) Talk to me about two things. We’ll start with one. One, I wanna know more
about this possibility of you live streaming 24/7. (audience laughing) – Live streaming? – Yeah, there was a video you put out. – Yeah, I mean, look, I think… I think there’s a lot of
collateral that happens in my day to day that doesn’t
allow me to fully go there. I think the thing that is
most surprising to people when they come to work at
VaynerMedia or do business with us is that I have a real job. I really am the CEO of 1,000
person $200 million company. And so I’m firing people, I’m
negotiating, I’m doing a ton of shit that just makes it
difficult at this point for me to fully go there, plus the fact that I keep my personal
life completely private. So I do want it because
what DailyVee allowed me three years ago was to create more clarity of what it actually takes. What’s even more extreme
is actually seeing it all. And so we’ve filmed a lot
and have not exposed a lot but our arc, the
documentary in seven years is gonna be a lot more interesting. You know what was really
interesting to me? Anybody here watch the
eight hour vlog in Dubai? Anybody? So first of all, that’s
crazy and thank you. Second of all, that was
really interesting to me. A lot of people watched it. Eight hours is absurd, but
when I read all the comments, for that group of people,
even people that have watched every piece of content I
put out for five years, they were speaking about so many nuances. And that’s what got me hyped on the idea. Listen, when you wanna make
impact, you wanna make impact. So you’re trying to always
pressure yourself of like how do I bring the most value in comparison to the rest of the market. And I think a lot of
people learn by watching. And so I’m just trying to figure that out. – Yep, let’s stay on that
topic of the long form. So I think everybody’s
really addicted to the short little 60 second Instagram videos. That’s what they wanna put
out because it’s easier. Or whatever. It’s what looks I guess sexy right now. But there’s clearly
value in producing very, very long content and then your 30 minute. Can you talk about how maybe
this slightly differs based on those very, very long form, who it appeals to versus the short form? – Yeah, I mean, to me, I
think about everything is in not creating friction
and not having audacity. If you’re intrigued or
are getting value from me, I wanna make sure that I’m
not making it difficult for you to consume. So I’m doing everything. If you wanna read an article
on LinkedIn, I got you. If you wanna listen to a podcast while you’re running, I’m here. If you wanna throw me up on
your TV and watch for 40 minutes while you drink wine, super interested. If you got 13 seconds from me, cool. So to me, what is being
put inside that 30 minutes is going to be naturally
long form driven things like a Q and A session, belief of context, a keynote, a meeting. And then what’s short is the highlights. It’s like a full game
versus the highlights. And so I don’t think about
it other than how do I allow every person in this room
to consume me the way they wanna consume me and it’s
my job to make the investment to eliminate friction from
you to be able to do that. A lot of people wanna go to
their YouTube subscribers, so they’re not gonna make
content in other places and force you to subscribe
to them on YouTube. I think that’s selfish
instead of having empathy and compassion for the
audience and making sure that I’m delivering
the content in a format that they wanna be able to consume it. – So I’m jumping around
all over the place. – I’m good with that. – What? – I’m good with that. – You’re very good at
that, following along. This is a live event, I love live events and bringing people together like this, but now I believe every small business should be running something
that’s a live event. And I saw you have a
conversation, an interview where you were telling somebody
that was running an agency, it was like 5,000 bucks a month retainer, the ClarityCon gentleman. – I don’t remember but go ahead. – Okay, so you said your
event business should be where you put all your energy
to bring the clients in. Do you believe for us this
makes a heck of a lot of sense? Do you believe this makes sense or any live event makes
sense for small businesses? – Yes. – Okay, can you elaborate? – I think people like
to interact with people. – They like to what? – Interact with people. – Sure. – If you sell jewelry on
Main Street and you decide to start a jewelry festival
twice a year or an open house where you’re pouring free,
people want to do live things. The digital revolution’s
amazing and that’s great and I think the digital
revolution is the gateway drug to live things. One of the things I’m super
intrigued by right now is how many places in the
world let alone America have now become places
that people wanna go to because of Instagram. Literally, this rock or
this rare tree or this cat, places that there was
never a site is now a site because Instagram created awareness and now everyone’s going
to this and it’s changed. It gets really interesting,
has changed traffic dynamics, hotel occupancy. It’s super fun to look at this stuff. So I’m a big believer that
digital is the gateway drug to real life. I’ve used digital to give most
of the people in this room a lot of context which creates this event to have a different layer
because I can go three on one or four on one right now, so many of you have so much context. Versus intro to me. – Yeah, that makes a lot of sense. Let’s talk about small business marketing. A lot of small business owners in here. And quite a few very, very
small just getting rolling. – Yeah, one or two people. – So what can they do? I know you’ve answered it 100 times. Is there anything new that’s
come to your mind lately that small business can utilize? – How many people here are
a one to five person company and does B2B work? Raise your hands, great. So that role is something I’ve
been thinking a lot about. I can’t and again, I’m gonna
beat this drum, I can’t push you more towards producing
a lot of LinkedIn content. And you should be putting
out your best advice. The amount of agencies that today exist in one to 10 person form that
the entire agency is built on all the free content that
I’ve put out is staggering. And that’s makes me happy not upset. And so I always say I give
advice that I take myself. I think that if you’re a
consultancy or a B2B company, you need to be putting out
free content on LinkedIn of your best thoughts and ideas of what you actually
wanna do for those people. If you’re selling advice, you should be giving it away for free. And that seems counter cultural and a lot of people don’t believe it. I just don’t think people understand the supply and demand curve. I don’t people understand how
people make buying decisions and how trust and reputation is built. And I think people are
naive to the new realities. – Well, so LinkedIn, what
types of content format wise are you seeing resonate the most for B2B? – Everything works. A deck works. An article works. A video works. An infographic works. A picture works. It’s just are you good at it? This is one big game of self awareness, not what’s the best format. Do you know how many
people in here have tried to make videos on LinkedIn and
that was a really bad idea? They’re not good at it. The same way that if I wrote
instead of having my videos transcribed and they’re
written, it would be a disaster. I’ve written five New York
Times bestselling books and my English teachers are laughing. I can’t put three sentences together. I do all my copy on Instagram. I’m sure you’ve seen things. So that’s the reality. So I think every format works. The key is understanding
what format works for you in the best way that you communicate. So many people think
video has to be the way because it does well, it’s very visual. But there are plenty of people
that are super introverted writing incredibly thoughtful
pieces doing extremely well. – I think that’s huge. It’s all about self
awareness with the content. Whatever your strong suit
is what it should really be. – And that doesn’t mean you
shouldn’t challenge yourself. It’s fun to see if you
can flex that muscle, but there is no format that
disproportionately feels to me that you ever need to
lean into because look, this is also how the algorithms work. People used to argue back
in the day with me, like, “Gary, Facebook’s big in video.” I’m like, sure, Facebook’s
big in groups now. That’s what’s showing up in your feed. Like, they will change
based on people’s behavior. Radio was super fucking
dead four years ago. Podcast is super fucking lit today. – What with the podcast, everybody is literally making
a podcast, which is great. How are you gonna stand out with podcasts? – The same thing that’s always happened. Everybody’s got an Instagram account, everybody has a Twitter account. These were all the questions I was asked. “Gary.” I mean, this is super deja vu. “Gary, you won on email marketing. “Now everybody has an email newsletter. “How are you gonna stand out?” Be better. “Gary, now everyone’s on YouTube. “How are you gonna stand out?” Be better. The reality is, yes, everybody thinks it’s a supply and demand game. It’s not, it’s a quality game. Of course, early movers get advantages. But that ship has sailed for podcasts. You should’ve been
doing that six years ago if you wanted those outsized
results in supply and demand. Now it becomes a game of
being more narrow in expertise or just being fundamentally better. – I think people miss that
literally you have to be good at everything. When we’re putting out content,
if I’m not good at video, I shouldn’t be putting it out. – Everyone’s super attracted to the first. Everybody rolls up on me
like, “Tell me what’s next.” I’m like, I have no fucking idea. (audience laughing) I just know what’s happening. I was super hot on Musical.ly
then it got bought by TikTok. I didn’t realize TikTok
would be having this moment that it has right now. But it matters right now for under 18 and so I’m spending a lot of time on it. And then it might not. Most of what I learned
about Instagram video, I learned on Vine and
before that Socialcam. Vine, some people are
shaking their heads in here. Socialcam, everyone’s like what the fuck. The app was big for 48 seconds. So that’s what I’m spending time on. – Talk about TikTok a little bit because there’s some cool content
you just put out about it. – You know, TikTok is really
captured the imagination of the 10 to 20 year old set. A lot of the YouTube and
Instagram influencers and personalities that’s
younger have found enormous opportunity of attention on TikTok. And TikTok is a platform that
more parents have allowed nine and 10 years olds to go
on earlier and Musical.ly. So now, they’re 13 and
14, this is what happens. The younger you can get
and get them in early, the more you have a chance and they’ve done a really good job. And truth is, I’m really just now getting super duper serious of how
a 43 year old businessman plays in that environment. I’ll be patient. I know the majority is young, I’ll wait. And it may not manifest. So I understand the attention’s
there, but I haven’t created long enough for it to
really drop any real jewels. I’m on my own journey there,
but I’m excited about it. – Awesome, what is the
single most frustrating marketing move you see people make? What is something that
you see every business do and you’re like, ah, why
do you keep doing that? Is there something? – At big company level,
buying programmatic banner ads at small individual human
personalities buying followers. – Would you, we’re at
about 36 with Q and A? Okay, is AV ready for some Q and A? Yeah, mics? Come on. – I think to kill some dead
air while they get that set up. We’ll get into as many, I’ll go fast. I think every mistake I see is when people over lean
into short term math, right. How many impressions am
I getting for this cost, how many followers. To me, I pray that
everybody wakes up tomorrow and Instagram followers goes
away as an outward metric. It would lead to so much
more better behavior. It’s just really interesting how much… And this is how my content evolved. There’s probably nothing
that makes me cringe more than when somebody says that
I’m a motivational speaker. But so much of spending time
on tactical advice in 2013, ’14 and ’15 made me realize that
so many people in this room and other places don’t do things because of the higher level thing. So much of what you’re seeing is completely predicated on insecurity. People need validation from
the outside, not themselves, which leads to such
short term bad behavior which them ultimately leads
to very selfish content which never manifests in
a meaningful community. (audience applauding) That’s why I love life. If the mics weren’t slow, I would have never got that rant off and I finally got a fucking clap. (laughing) – Ready with mics? Got some questions? – [Jack] Yeah, hi, Gary. First of all, I just wanna say thank you– – What’s your name? – [Jack] My name’s Jack. – Zach? – [Jack] Jack. – Jack, put your mic to your mouth. – [Jack] So I just wanna
say thank you so much for creating the content that you create. You’ve changed my life in the past year. It means the world to me. I was telling my
girlfriend this is like me coming to see every single
contestant on the national– (audience laughing) But my question is how do
you balance posting content that is geared towards
increasing engagement, increasing your following for a business? Increasing engagement,
increasing following with posting stuff that’s
promotional and directed at some? How do you balance the two
or are they one and the same? – I think it’s why the book,
Jab, Jab, Jab, Right Hook so resonated with so many people. And I’ve been thinking a lot
about writing a book called Jab, Jab, Jab, Left Hook
and just fully updating it. You know, listen, every bit,
I think it’s completely based on every individual case. How much equity have you
built up to allow you to ask? So how do I balance it? By for example, Troutman, are you here? So John Troutman is my partner in Empathy. Today’s Prime Day on Amazon, right. We have a lot of Empathys to still sell because I have big eyes and produced way too much wine, right. They’re like, hey… I don’t know, how many
of you have signed up for my text messaging
platform on Community? So they’re like, hey, ’cause
that’s converting very well ‘Cause you see it, text is working, a place that everybody should
be paying attention to. And they’re like, “Hey, why
don’t we do a discount offer?” And I said, yes. I said, we need to sell. Sorry, I know it went out for a second. I’m like, yes, we’ll do it tomorrow. Then this morning, and we’re
together, I rarely see John. But we’re actually here together because we have the Empathy thing later. We’re together let alone apart where this would’ve been easier
and I decided not to do it. And I decided not to do
it because I don’t think I’ve built up enough
equity on the text platform to throw the right hook. So instead, I tried something
new today on that platform because I have the data. I sent a text. How many people got texts today, which means they’re over 40? Right, I sent a text today as
some of the people here know only to people 40 to 100 making fun of everybody under 39, right. (audience laughing) It was a really interesting moment. I just lived it. I’m giving you a dead example
of the strategy’s right, we need to move wine. We’re using a macro event like Prime Day. We’re gonna give a discount
so it will convert. I felt good about it. We need it, which is even
more of an important thing and yet when it came to the
come to Jesus moment today, I didn’t feel that I had the
right value in place there to go in for the right
hook because I felt like for whatever I sold, I
would’ve lost the trust from too many people in
there from unsubscribes or just checking me out. And thinking it’s my promotion
channel and so I balked. And I think I’m right today
whereas tomorrow I may want to. And so it’s having a
pulse on your community. And also trying to put
yourself in a position that you’re never desperate. You’re welcome. – [Helen] Gary, Helen Shumlow,
holy shit this is awesome. – Thank you. – [Helen] I have a two parter for you. What is on the horizon and
how do I join Team Lil’ Vee? – So horizon in the macro or… Keep the mic because I
may have a follow up. Horizon for me or? – [Helen] Long term. – Me or the world? – [Helen] The world. – I think that we will continue to watch us buy into convenience. So mainstream media is pumping
privacy on us every day and nobody gives a shit. You give a shit on social media
and you complain about it, but then you continue to
act the exact same way. You put your credit card in
all the time on the internet, you put your social security
number on the internet. You do all sorts of shit every day. And so you’re a tough guy in
your Twitter or Facebook post about privacy or over dinner, but in real life, you never give a shit. Why, because subconsciously
humans know that 99.999% of humans are good and
it’s not that dangerous. It’s a very interesting insight. I think voice is going to be dominant. I think everybody here is
gonna make massive amounts of buying decisions based
on voice in a decade. We’re gonna be buying
right through our devices with voice command, we’re
gonna be interact… Everything is gonna be activated. I’m just gonna live agnostic
and be like call mom. It’s gonna be so little friction. Last mile delivery is coming. You’re gonna have no reasons to leave. You will leave because
we like real life stuff. But you won’t leave for
something that’s not valuable. You’ll leave for some bomb
ass food and a great ambiance at a restaurant. You won’t leave to go to 7-11 because that shit will be
delivered to you in a second. So I think we’re gonna
really lean into convenience and technology will continue to make convenience a real thing for us. So anything you’re doing,
any of you, professionally or personally that creates friction, you better have enormous
value on the other side or you’re gonna be vulnerable. As far as Lil’ Vee, we
launched that pilot mainly with a strategy to 80% versus
20% still doing it ourselves was to Jay meet with
the top animation house and make it a Hulu or a Netflix or Amazon. And that’s what I’m
going through right now and we’ll see what happens. – [Helen] I would consider
disrupting the education system with music and your audience with Lil’ Vee just throwing it out there. – Listen, let me say this. My inbox is very open. The problem is most people– – [Helen] I’ve been
kicked out like six times. (audience laughing) – But you’re gonna appreciate this. And I don’t know if DRock got
to and how many times he tried to get a job or, I’m giving you the hack, people have to figure out how to email because what we’re getting
is 10,000 requests for them and even when people position
it as for us, it’s too vague for us to understand, right. So we’re going through
it or I’ve noticed… What’s that? – [Helen] Text you a DM? – Yeah, I mean look, the
truth of the matter is it’s completely based on
serendipity at this point because I’m getting too much inbound. It’s crazy. I think about it every day
when I go on a flight to LA, answer 87 emails and a bunch
of DMs and I’m like some fucker just emailed me for the first
time and in three minutes I replied and somebody else
has emailed me 89 times in the last three years
and has got nothing. And there’s just something so crippling and liberating about that. (audience member commenting) You know, it’s just… Or it’s not luck, it’s skill. It’s paying attention. I’m never at this fucking conference if I didn’t have an
issue with Empathy sales. – Thanks, Gary. (audience laughing) – So I think it’s listening. – Well, it worked out for us. (audience laughing) – [Christian] Hey, Gary. Am I good, am I good? Hey, Gary, my name’s
Christian, I’m a huge fan. – Thank you. – [Christian] Obviously
everyone’s gonna thank you but thank you for I got to use your advice to launch three successful businesses over the last couple of years. – That’s amazing. – [Christian] In all of those businesses, I’ve been a one person
team and I’m curious if you were operating
VaynerMedia as a one person team in 2019, what would be the
first position you would hire because I’m finally to that point? – I would hire somebody to
manage my schedule, right. You have to be self aware. What I would hire is not
necessarily valuable to you, but the answer I’m gonna give I hope is, which is you need to be very self aware and figure out what the
most important thing is that you hate or aren’t good at. – [Christian] Perfect. – So I would hire somebody to schedule because as a one person team, your time is your number one asset. And if somebody may be more
efficient with my time, then I would extract more value. – [Christian] Thanks.
– You got it. I really appreciate it. – You’re welcome brother. – [Businesswoman] Okay, up here? – [Assistant] Up top.
– [Businesswoman] Hi! – Hi. (laughing) – [Businesswoman] First, I wanna say it’s such an honor to talk to you. Everything that my business
partner and I have done over the last three years has been built after what you’ve taught us. So thank you so much. Our YouTube channel,
everything modeled after you and your style. My business partner is a general surgeon, so we developed a YouTube
channel educating kids. We sell different products
and we have a course that teaches kids how to
sit down, focus and study, conscientiousness, mindset,
motivation, mastery, all that stuff. And my question for you is
right now we use social media to sell this course that we
created that’s it’s very real. It’s from a surgeon’s perspective. He uses the fuck word every now and again. And it’s very real him talking edgy. And we’re selling it direct to consumer to kids and to parents. My question for you is do
you think it makes sense to reformat this to clean it up and sell it to the school system? – Okay. – [Businesswoman] And if
you’ve had any experience transitioning from direct to consumer to business to business
and having to change it up to conform to unfortunately what we have to conform to with the
education system today? – Look, this may sound
interesting coming from me the way I roll, but if
that’s who you wanna sell to and that’s the audience,
they have the leverage. And so I don’t think it’s
devastating to beep it out or edit it out in any shape or form. It may abuse some of the
things some of the things you guys like about it, but the reality is when you’re in a situation of selling… What’s amazing about
selling to the end consumer is you can be authentically yourself because you’ll find enough of
the audience that will buy in. When you sell to B2B
and the group is smaller and oftentimes more conservative, you gotta make adjustments. I don’t think you’re selling
out or ruining anything if that’s the way it is. – [Businesswoman] Cool, I appreciate that. – I mean, we started… No problem. I mean, we started a non
cursing channel on YouTube because a lot of parents and
teachers were reaching out and saying, “Look, I really, really, “really wanna share this. “It’s just that you fucking curse a lot.” (audience laughing) And I was like, I get it. And after we built up
enough infrastructure, we had the infrastructure
to put in the time to be able to do it and I
don’t feel like I’ve sold out or anything of that nature. I only respect the end
audience and if a teacher wants to show this to their eighth graders, I don’t want too colorful
Jersey words to ruin that. And so I think you’re fine. – [Businesswoman] That’s
awesome, thanks so much. – You got it. – [Johnny] Hey everyone. Hello? Hey everyone, I wanted to say, hey, Gary. First and foremost, I
wanna say thanks to Nick and SkySprout and all the volunteers and thank everyone for
just being out here– (applauding) I wanna say thank you to
Gary and Team GaryVee. I mean, you guys are
absolutely changing the world with what you’re doing and providing exceptional high
level content for everyone. So thanks for that. – Thank you, brother. – [Johnny] My name’s Johnny in cannabis and I know that you have
your align guide generally, but you have the tip of your toes in the cannabis field lately
and part of it is mainstream over the last six months or so. What’s your anticipation and
vision for your involvement in the cannabis industry and
truly a non cannabis guy? – I think that cannabis is going to be an enormously humongous consumer industry. I mean, just ’cause I don’t smoke weed has nothing to do with anything. People do. People eat edibles. If my dad didn’t have a liquor
store, I probably would have never drank any alcohol in my entire life. I went through all of high
school and most of college without consuming any alcohol. So to me I love consumer products. I love selling stuff. I love business and I think there’s clear consumer indicators that
cannabis and edibles and CBD and hemp and all that, this is
going only in one direction. And so because Steve
Ross has a minority share of VaynerMedia and owns
the Miami Dolphins, we couldn’t put the cannabis capabilities under the VaynerWorld because of the NFL
relationship with cannabis. But I didn’t want to be
precluded, so I bought 49% of Green Street and we
do marketing for brands and we start brands. We had an eight figure exit
with two chains on the Gas brand after 18 months. We have the most significant conference called Hall of Flowers. So I’m spending an
enormous amount of time. I actually think by far the
most interesting emerging and mid term consumer sector is the female sector in edibles. So there’s a lot of cool stuff coming. And then also to be very,
very, very frank, intuitively, one man’s opinion with no
scientific knowledge, I feel like it’s gonna help a lot
of people who are using and doing alternative things
that are not helping them and that feels good. – [Johnny] I agree, thank you. – [Ned] Hey Gary, Ned from New Jersey. So good to see another Jersey boy– – What part? – [Ned] South Jersey down by Philly. It’s a whole different state. – You’re an Eagles fan? – [Ned] No, I’m actually not. I’m an Indianapolis Colts fan. – What the fuck? (audience laughing) – [Ned] Look, I met Eric Rapp
through my dad’s business when I was in second grade. So I just always– – That’s a good story. – [Ned] You play for the Colts? I like the Colts so I just went with that. – And Peyton Manning dominating
for a decade didn’t hurt. – [Ned] Yeah, he’s the second best. – Yeah, go ahead. – [Ned] So my question
is for business in 2019, I’m in a position where I
want our business to grow, I want the family business
billboard advertising and like I said I wanna make it grow and not everyone in the
company’s on the same page. Some people are content
with where we’re at– – Are you the owner? – [Ned] No, I’m not. I am one of the sales reps. – Got it. So you want the company to
grow for your own ambitions as an employee, but some of
the people within the company you don’t feel like have that same drive. – [Ned] Correct, and I wanna
know one, how you’re supposed to motivate people to
either want the same thing or if that’s not the answer– – That’s definitely the answer. – [Ned] If hiring people who
are goal driven and motivated rather than content, if
that’s the way to go. – Sure, but how do you know
that when you’re interviewing? This becomes one big game of firing. Now the question becomes
do you have the power? – [Ned] I do not. – Then you need to leave. Or have a conversation with the person that does have the power. – [Ned] Well, the owner is
also on the same page as me. It’s actually my father. Yeah, so we’re both in the same place. We both wanna see it grow. Luckily– – But you’re still in that
father-son dynamic at this young of an age where you don’t have the full… So let’s get into this ’cause
this is my favorite subject since I lived it. Can I make the assumption
that some of the people that are not as motivated
have been around longer? – [Ned] Yes, the shortest
any of our employees have been there is 12 years. – Yeah, this is as cliche as it gets, which is why I was able
to make that assumption. You have these ambitions for growth. Your dad as well does,
it’s his fucking business. However, your dad has a loyalty
to those people because of maybe what they did in the
first five to seven to 12 years and they might be in a
different life cycle. So he has the conflict
of that relationship versus the growth ambitions. Whereas you weren’t there
when that was happening, thus you don’t have that same conflict. – [Ned] Right. – Look, there’s two ways to handle this, back to football terms. Fans love to shit on teams
when they cut veterans who fucking dominated
for them for a decade ’cause we love them and
then the team cuts it and we fucking get upset. But meanwhile, the reality is
the team wouldn’t be as good if they overpaid for somebody
on the other side of the hill. What you need to decide
is how you wanna play this based on what you want out of your life. – [Ned] Okay. – You need to be empathetic to your dad that he has different
emotional relationships with these people than you do. That didn’t stop me from firing everybody in my dad’s business. – [Ned] Right. – Because I didn’t give a fuck. Now, what I mean by that
is I gave a lot of fucks. So the way I did that was
by having real conversations with the people that have been
in that business for a while and say, look, I have
these real ambitions. We’re gonna play it a
little bit different. I want you to be successful here. And a lot of them resigned because we were bringing in technology. Two cashiers quit because we
went to a computer system. This is old school shit. So what also you need to figure out is how much patience you have. Are you gonna take over
this business, are you not? There’s real life dynamics
here, but what you need to lead with is empathy and
patience and also self awareness of what you want for your own life. – [Ned] All right, thank you. And real quick– – Let me ask you a question
’cause this is important to me. Are you able to have real
conversations with your dad? – [Ned] Yes, very much so– – Well, then you’re in a great spot. Then I would say don’t be
audacious and be patient. – [Ned] Okay, thank you. – And then also build heavy cases on why you should fire them. (audience laughing) Do you understand? – [Ned] No, yeah, I completely understand. Put facts behind it
rather than just going in with a request. – That’s right. It can’t be like I’m just
here to change shit up and then everybody from the
employees to your own dad is like that’s cool, kid, but while we were building this business, you were playing fucking softball. You need to come in with
like, Carol’s stealing, Dad. (audience laughing) Here’s the video. You understand? – [Ned] Yep and I tweeted
that to you last night. I’m wearing a pair of Clouds
and Dirt sneakers right now and ask if I can come up, get
a picture and have you sign. Is it okay if I can do that?
– Yes, let’s do it. Thank you. (audience applauding) – Who’s next? Are you the dad? (audience laughing) (audience applauding) Hi. – [Mom] Hi, Gary, how are you? – I’m well, how are you? – [Mom] Love You. – Thank you. – [Mom] So I’m a little bit nervous. – Don’t be.
– And I love that. Good. – [Mom] And I’m definitely not perfect, but I’m here. – Me neither. – [Mom] I’m perfectly imperfect. – Good for you. – [Mom] So I just wanna say I’m one of those middle aged moms and women that you’ve talked
about in the past that– – [Assistant] You got it. (audience applauding and cheering) – [Mom] Gary, I’m sorry. – [Assistant] He’s not that scary. – [Mom] I grew up in a very small village, three traffic light town. So community has always
been so important to me. – Awesome. – [Mom] And I’ve always
been an entrepreneur. – Okay. – [Mom] Many times throughout
my life people telling me, “You can’t do that.” And it’s been a journey.
– Yes. And in the last five
years, I’ve had a vision. I’ve been building a
community that is based all around community.
– Great. And I’ve been doing it on my own. – Good for you. – [Mom] I would say that once
I figured out who you were and it changed my business platform. And I launched today. (cheering) I launched today. I didn’t do a big launch because like with many
entrepreneurial businesses, sorry, I’ve been doing it by myself and I have had three different designers that couldn’t pull my
business together for me. It’s very interactive. There’s five different parts to it. It’s high function. And the first two couldn’t
get it to the place where they could make it
interactive and make it function. So I have been for the last year working with this one company
and we’ve had 16 times of where I’ve gone and
told people we’re launching and then we don’t. And then it’s like crawl in the hole. But here I am, I’m still persevering. But every step of the way it’s
been I’m very much connected with vibration and things
happening for a reason. And I’m sorry, I know– – That’s okay, don’t worry. We’re still with you. You probably got a minute
before they turn on you but they’re still with you.
(audience laughing) – [Mom] Okay, so
essentially I’m still here. It’s been about the journey
and every time I’ve had a stop, something positive
has come from that, something great has been
added into the business that’s going to make it
even that much better. So I have in the last two or three months, I have it outsourced and
I have hired two people to just I can’t do it all by myself. And so that’s been a great thing. And between you and Evan
Carmichael and Tom Bilyeu, all you guys have been
like my best friends. I have been coming to you daily. I know when I need that
inspiration and just that push. I turn you on no matter what
I’m doing and I just love it. So I wanted to thank you
for changing my life. And my life is we are
in such an amazing time and I love that you’re always
giving us bite size tidbits of here’s what’s this and
this is what you need to do. And I’ve been listening to you. I know I need to be posting, I know I need to be putting the money into
the social, but it’s like I’ve been so nose to the grindstone, but I have to get launched, right? – Yes. – [Mom] So one of the things
I’m really concerned about right now is you guys,
all of you are our future and what part of the business– – Even some of the old dudes in here? – [Mom] Everyone. – Okay, I just wanted to make sure. – [Mom] As a matter of fact, I just started a global movement and it is about it’s free
to be me, just be you global efforts. So I support local, but I
also feel like we’re global. We are all humanity. I support global–
– I’ve heard. Yeah, you’ve heard we’re human. Sorry, I know I’m
starting to lead you all– – We should wrap it up because
they’re about to kill you. – [Mom] Okay, okay. (laughing) – Your business might end today. – [Mom] I’m sorry, I know it probably has. I’m sorry, I’m just so confused and a little bit nervous here. Banners. (laughing) – That was not the transition
we just saw coming. – [Mom] I’m gonna just kill me here. So the thing is that I
have changed the concept. Part of my business is doing– – Can I be… I love you with all my heart and I’ll talk to you after this. Is there a question or is this a pitch– – [Mom] Yes, there is a question. No, I’m sorry. – That’s okay. – [Mom] Originally, everybody was like how do you make your site monetize? Because really my site is about
is telling community stories and people and businesses
and that sort of thing… – But what’s the question? – [Mom] How do I make the
site like that monetize when it’s really… I was gonna have banners
just for small businesses– – Are you selling anything? – [Mom] No, well, I was
going to be doing banners, but now I’m doing video ’cause
that’s one of the things that grew out of the– – Are you selling anything? – [Mom] Video like commercials
and that sort of thing, but then I’m also doing spotlight free. I’m giving back and I’m not looking to charge for it right now. – What are you charging for? – [Mom] Nothing, right now. – Yeah, my intuition is your
business is not going to work. But that’s okay ’cause that’s why you come to stuff like this. Literally after this is done,
I’ll grab you for two minutes. I need to ask questions. I think you might be in ideology
land not practical land, which is a vulnerability
and I just wanna cross a couple t’s but I wanna
get to some other questions. – [Mom] Okay.
– So I’ll grab you after. – [Mom] Okay, all right. Thanks, Gary.
– Cool. – You’re welcome, thank
you for the kind words. Thank you. (audience laughing and applauding) They’re delectable. – [Jared] Whoa, whoa, hey. – Hey, bruh. – [Jared] So first, I
have to say hi to Helen because we went to school together. I haven’t seen you. Oh, she’s gone. Well, that wasn’t cool.
(laughing) She just had a question, but we went to school
together eight years ago. Anyways, I wanted to thank
you, Gary, like everyone else. I started in the fitness
industry, built a facility from the ground up, 7,000 square foot, the full 80 hours for three to four years just on the grindstone. And we were two years in successful and I was not unsatisfied. We had an amazing community. I liked what I was doing but I
didn’t love what I was doing. And I got into your content
and you gave me the courage to be like hey, if you’re
not all in on this, you should think about something else. – Real quick, because
I wanna just use this to get something off. Very simply, we have to make
happiness the North Star. We have to. Because the framework of all
of us over the last 100 years is success and even worse,
things, you haven’t even debated. What you did was encourage
and a new way of doing things and we have to collectively
back to us being the future including old guys like me,
we have to make the decision that you went through very
easy for people in 25 years. Not only 20 years ago,
not going to college seemed super foreign, like you had to. Now, it’s a debate. My great hope is that happiness
becomes a North Star equal to financial success
because it’s so much better. And hearing you talk
excites the fuck out of me because at this young of an
age, to be able to start having that debate and one could say
at a younger age, it’s easier but it’s not necessarily. That’s just deploying, not realizing and having sympathy and empathy. So that’s awesome. I’m just pumped to even
hear the start up of this and just really, really hope
fuck if you leave with anything from this conference, being
unhappy is a bad idea. And if that unhappiness
is predicated on because it’s the business that’s
paying your bills, you need to figure out
how to change your bills. Sell your fucking home. Downsize your car. Take one less vacation. Stop keeping up with the fucking Jones’. Your child is not gonna
be a professional athlete. Shit like that. – [Jared] Yeah and
that’s what it was, too. It wasn’t even things were bad. We were making good money. The community was great
and everyone’s like, “Jared, you’re 25, you got your business,” like everything’s great. And I wasn’t unhappy
but just wasn’t there. – Got it. – [Jared] And so I
started out to my partner, I’m like hey, 11 months I’m
out and the business is yours. And so in the next 11 months
I completely systemized my position for 50 hours a
week, just put in people, put in systems, put in advertising stuff. And 30 hours a week
was working on my stuff and just failed multiple times. And there were so many Saturday nights where I’m listening to your podcast. It’s like 11 o’clock at
night and you’re like, “And fucking Rick, you
went into the Jersey Shore and I was working and
like fuck you, Rick.” And I’m like, I don’t like Rick either. (laughing) – We all hate Rick and Sally. – [Jared] You know, so you
kind of helped continue to go through that. Finally, I’m in a position
where my business is great, I’m building a team
and I’m genuinely happy for the first time in my life. – That’s awesome, bro. – [Jared] I wanna say– (audience applauding)
– Thank you, that’s awesome. – [Jared] So my question on
that is not really business. I mean, I really feel very good about where everything is
going, but what’s happening is because I’m changing so
much in my personality and my personal life and the
way that I view and see things, my relationships with
people are changing, too. – Yes. – [Jared] And I’m struggling
to maintain that– – Family, girlfriend,
boyfriend or best friends? – [Jared] Not girlfriend or boyfriend. (audience laughing) It’s more like friends, yeah, friends. Yeah, friends. – A lot of people struggle with this and I think it’s actually
very easy to fix. I think friends that you care about… Your question to me is based
on this, so you clearly care. You care that you’re going through it. What’s happening is when
one changes perspective and starts leaning into optimism
and offense and positivity, it becomes harder to hear the other shit. So what you need to do is
just have conversations. You need to sit down and be like, listen, Rick, I’m going through some shit. I’m going to a different
place and sitting and dwelling on dumb shit is just not
as fun as it used to be or whatever it may be. – [Jared] Yeah, so it’s not even that. It’s like the people that are
like that, I cut them out. It’s pretty easy. But it’s the people that
are pretty supportive, but they see the things I’m doing and the things I’m interested in and I’m really going after
it and they’re happy for me, but it’s just the dynamic
changes a little bit between us and I don’t have as much time to give to them at the same time. – So you’ve changed. You care about yourself, you
can’t come to this anymore. – [Jared] Kind of, but not in a bad way. – I get it.
– [Jared] Yeah, yeah. So all you can do is try your best. Once in a blue moon if
that relationship matters, you have to give. And even though you
wanna go crush something or close something or build
something, you might have to go to some bullshit minor
league baseball game because you care about Ralph. – [Jared] Okay. – Or not. I fucking didn’t talk to my best friends for a fucking decade. But guess what? They’re gonna be there in
seven years or maybe not because if they’re genuinely good people and you’re genuinely a good
person, intent matters. If you’re going to make a
ton of money and be a dick to your best friends,
that’s not gonna work out. If you’re in a white hot moment
where you’re just feeling it and you need to do this for
36 months, it’s gonna be okay. – [Jared] Cool, thanks so much, Gary. If I could get a picture,
that would mean so much to me. – Sure. – [Restaurateur] Gary, I’m over here. – [Assistant] In the back. – [Restaurateur] Right here, I’m waving. Right here, I’m waving. – Hi.
– [Restaurateur] Hi. How are you? – [Restaurateur] I’m good, how are you? I just wanted to like
everybody else say thank you. I have a question. I have a little bit of a
similar background as you. I immigrated to the US from
Taiwan, my parents saved up their money, instead of a liquor
store, I have restaurants. Worked in it, had an income
since I was nine, love hustling and selling stuff. And so right now like I said I have the restaurant background. I’m really passionate
about health and wellness and really aiding health problems with what you eat and also understanding
you are what you eat, eat. The whole eat local movement
and stuff like that. – Got it. – [Restaurateur] So my question to you is because you have such a
better pulse on the consumers is whether you think that
the consumers are ready for a model going off what
you said about convenience where right now farm to
table is expensive, right, experience I want it to be
more accessible to people but the only way this can
happen is if I have the scale. And I can only have the scale if the marketplace is ready for this. – The marketplace hasn’t
even begun to eat better and care more about it. – [Restaurateur] Right. – It’s just are you patient enough to see it through in a practical way? – [Restaurateur] I’m patient
enough because it’s a passion. I’m not sure economically
and I’m all about investing and absorbing as much
overhead as possible, but unless I have certain volume
for the farmers to be able to farm more sustainably
from an economic standpoint, the business model just may not work. – Yeah because I think
you might be looking too big, too early. – [Restaurateur] Right. – Like, you should be
siphoning off the back of somebody else’s
sustainable farming contracts, not making your own ’cause
you don’t have any demand yet. – [Restaurateur] Right. – You understand? – [Restaurateur] Yeah, absolutely. – Or you raise capital on getting people to believe in your idea. Scale has become such a trend that people have lost practicality in it. Either, I know for a
fact, this is the answer to your question, either you
get very good at fundraising and raise a ton of money
and a big enough valuation that still motivates you
because you own a big enough percentage of the business
and then you go that route or you go patient as fuck hacking your way towards having one, three,
nine, 27, 54 customers. – [Restaurateur] Okay. – Right?
– [Restaurateur] Yep. ‘Cause to your point,
nobody’s gonna farm for you if you’ve got one family. So you need to figure out a different way and maybe pay a premium
to rebuy on somebody who already does have enough
scale and make less margin. – [Restaurateur] Okay, so
really spend my time to picking, to find those that have the contracts and piggyback off of those. – Really building a business,
which means you can only do what your demand actually has. So if you have 43 customers,
you have to be able to create an infrastructure
behind it that supports that, not unsustainable. – [Restaurateur] Right, okay. – So going super premium up
front might be the way to go. And then driving down
your costs over time. So maybe targeting the one percent. Even though your ambition is for scale, you just need to be able to get there. – [Restaurateur] Okay. – You know one of the things
that I think a lot of you are starting to realize is
I’ve been saying the same shit my whole life. But I had to have the patience
in 2008 and ’09 and ’10 to make those videos
when nobody was watching. That’s what’s so fun about documenting. This is not words to a lot of you anymore as we’re now doing the archive work. You get to see it real clear. This isn’t a trendy thing for me. This has been it. I was just patient. Every word of advice I
will ever give to the world will be completely predicated
on something I’ve already done ’cause I don’t know anything else. (audience applauding) – There’s one more. – Squeeze a couple more,
maybe two or three. I’m good. – [Jon] Test. I’ve got an actual question
pretty quick, John Groleau, Thrivent Financial,
thank you for being here. I have to admit, I’m the one of the people that didn’t know about
you until Nick suddenly put something out and the
guy I hired to do marketing is a total fan boy and here we are. (laughing) My question for you, I
work in financial services. We don’t do a lot of products, we do more advice education empowerment so you can go choose what you want. We want social media to
build the weave hand out that free advice, we give
the free information. Our industry is so regulated. – I’m aware. – [Jon] I mean, I put two lines of, hey, think about writing off your mileage and I have 10 lines of disclosures and it just we feel it reduces the impact. And then the other part is– – Here’s the good news real quick on that because Chase is a client. We have alcohol, we have
all sorts of things. I’ve watched countless amounts of people in financial services do well. I really believe what
I’m about to tell you ’cause I’ve now spent a lot of time in it. The industry as a whole,
I can’t speak for you, is using regulation as an excuse. – [Jon] Yes, completely agree. I always fight with my company 24/7. – You know, yeah it sucks,
but here’s the good news. No other financial service can do it different either, right. So you’re all playing by
a playing field, right. So there’s also a lot of
things you can talk about that are less regulated. And so a lot of the stuff
that people wanna talk about puts them in the position
of right hook land, which that gets regulated, but
there’s a lot of other advice and content that can be put
out that doesn’t require all the disclaimers ’cause
it’s a little more vanilla than you should do this. – [Jon] And I think that’s where actually we’re uniquely
positioned and that’s– – Real quick because I
don’t wanna forget it. Or you could make content
that’s fairly vanilla that leads to phone calls. – [Jon] And that’s part
of the second problem. So we are really in a unique position that our company actually
gives about 300 million to charity and communities a year. And so I can talk about
that and have no regulation. – You could talk about golf and it could lead to financial services. – [Jon] Yep. – This is where people are very confused. There’s a lot of people who
started watching my content ’cause they like the New York Jets and that’s the content they saw. They also happened to be into
entrepreneurship or marketing. One of the weird things,
there was this one ad I ran years ago, early Facebook
where it was like, I don’t wanna make it up,
but it was super narrow. I’m gonna use this as a make
pretend, but it wasn’t wine. It was something else, but I
was trying to sell something for a client and let’s just call it wine. And even though I wouldn’t
target pinot noir and wine and the wine spectator and
Robert Parker, the number one thing that converted was
fans of Brittany Spears. (audience laughing) I’m being dead serious,
I’m being dead serious. And why I’m telling that story right now is one of the things
many of you should debate if you’re a one woman, one man shop or a service based business
but you’re the foremost passionate expert on Pokemon
or on European soccer or on having a garden in your backyard because it’s your favorite
thing, you would be fascinated by the shit that leads
to your business results as long as you lean into
something you really love and really know. – [Jon] That’s awesome and
the other part of the question becoming with the way our
business is structured, we’re not looking to get a million leads. We’re not looking to get 1,000 leads. We’re looking to get 100
quality leads, quality people to work with to create that freedom. How do you scale your
social media programming? – Meaning how do you go bigger,
impact less in that realm? – [Jon] Yeah, we don’t want our
phones ringing off the hook. – You spend higher money for leads. You spend $8 CP, if you
spend $83 CPMs on LinkedIn versus $2 CPMs on Instagram. – [Jon] Awesome. – You get very narrow, right. – [Jon] Thanks, Gary. – You got it. – [Kelly] I think I’m the last question. – No, those three bros over
there will beat my face in if I don’t get to them. (audience laughing) – [Kelly] Okay, second to last, but I think this will be really good. Well, my name’s Kelly. I finished Crushing It! in a weekend. – Thank you. – [Kelly] So thank you for audible. – Thank you. – [Kelly] I’m a mom, I
wouldn’t finish it without it. (laughing) But we’re talking all
about taking action here at the conference. So if we were Gary Vee leaving
the conference tomorrow– – If I would what? – [Kelly] If we were Gary Vee leaving the conference tomorrow, what would you do next
for the rest of the year? – I really wanna get the
essence of the question. So are you asking what would I do if I was sitting in
the audience right now? – [Kelly] Correct, so we’re
learning a ton the next two days and they talked about taking action, what would you do leaving? – I would run ads on every
single social media platform after I read on Google and
watched videos on YouTube on how to run ads on SnapChat,
LinkedIn, YouTube, Facebook, Twitter and I would make as
much creative as possible with my own. A lot of people are like,
“Oh, Gary Vee, whatever. “You have a fucking team,
DRock and all that.” Like, I did it for eight years and produced content every day. Those videos where I look
ridiculous 10 years ago, those were my little
webcam on my computer. I didn’t know what the fuck I was doing. That’s now after I put in
the work and got results. So it’s unbelievable for
me to watch everybody be so insecure with their
content, the way they look, what are people gonna
say, it’s not edited. Perfection is an excuse to not do. What would I do? I would go do. I would go run ads at scale
and be creative on scale as on many different
platforms as humanly possible and try to think about
what I do for a living, how it fits that community, right. – [Kelly] Yep, perfect.
– That’s what I would do. – Doing is the only… You can’t read about push ups. (audience laughing) It’s only doing. It’s just that people are
scared to lose in the micro because of judgment and they
overvalue short term money. People are super crippled
to waste $4,000 on Facebook and YouTube and Google. The learnings are so valuable. They’re thrilled to extract
$4,000 out of their business to buy a fucking Prada bag
or some supreme sneakers, but they’re not willing
to spend the money on ads to learn their shit. Bro? (audience laughing) – [Bro] Can you guys hear me? – Yep. – So three years ago, I was diagnosed with stage 3 testicular cancer. – [Gary] I’m so sorry. – No, it’s okay. I’m doing very well now. I went through five
rounds of chemotherapy. After that, I ended up
having a 12 hour surgery to remove an 11 centimeter
tumor in my small intestine. After that, I went into a two week coma. I had complete kidney and liver failure. After that, I went into cardiac arrest. Had to completely learn to walk again. I was in the ICU for 60 days
and I dropped from 185 pounds as a personal trainer to 110 pounds in a matter of about nine months. Over the past few years, I
really just regained myself through watching a lot of your videos and also just having some amazing support and health and fitness and faith in whatever anybody believes in. And my question to you is it’s my turn now to give back to the world. I have been given so much in my life that it’s now my turn to
give back to everybody else. And sometimes it’s really hard to share people’s
vulnerable things in life and I’m sometimes very fearful to share a lot of things I went through. And I know you talk about just sharing and being very vulnerable
because that’s how I can relate to all of you guys and I’m just wishing, hoping you can give us a tip
on how to get over that fear of sharing your most
vulnerable things in life because everybody here has a story. You can relate to somebody
in life with your story and by sharing your most
vulnerable things in life, that’s how people relate to you. – Are you asking me because you’re looking to find more angles to motivate others or are you asking for yourself? – I know I shared a lot to you, but for me and for the audience. ‘Cause I know for a lot of people out here they have
amazing stories to share but sometimes it’s really hard to share their most
vulnerable things in life. And I was just wondering
if you can give me a tip to overcome that fear in doing that. – The acknowledgement of it. I think the thing that
I’ve come to realize in the last four to five years
is it’s become a bigger theme is everybody’s biggest fearful
secret right this second is the jail of their happiness, 100%. But a lot of people don’t
even realize that’s happening. They think that’s protecting them. And so this becomes a
monster game of judgment, a monster game of judgment. And I don’t have a tip. What I’m trying to do is
bring awareness to it, right. If you study how we’ve eliminated
stigmas in our society, it’s by bringing awareness to it. And that’s what I think a lot about when I hear that question. I just when I’m with the closest people or if it’s one on one, I just
always ask, I’m like, what. And usually it’s only four to five people that they’re worried about. Like they don’t love the
judgment of sallypants89. They really don’t like
the judgment of friends and acquaintances, but
the reality is the reason they’re not sharing their deepest shit is it usually involves a core
five person in their life. – [Bro] You’re right. – You know it’s actually for humans easier to share your
story ’cause it’s agnostic than making a video and saying that their
father sexually abused them. Or that they don’t love their spouse or that they stole a lot of money once. It’s hard for a lot of people to go there because the judgment of others is a framework we all live in. – For me, the hardest part
is I have a massive scar and a lot of people sometimes
worry what they think and me being very fit back
in the day, it’s very hard to share some of that, share
my actual part of me now. – You know what I think about this? Do you remember in high
school when you had a zit? You thought about that shit heavy. The reality is nobody gave a fuck ’cause they had their own fucking zit. And that’s how I think
about all this shit. I think people are gonna be… People would be flabbergasted by how nobody really gives a fuck. What makes it super easy for me with all the attention I have is ultimately I know
you don’t give a fuck. You can’t, it’s not your fault. You have to worry about yourself. We watch some of the most iconic people. Look at the society we live in now. Iconic people that have
brought so much value in whatever they do, pass away, they trend on Twitter for four hours, they get a little love
maybe on Instagram posts and the next day everybody
moves on with their life. That’s liberating. Nobody gives a fuck about the
scar on your stomach, bro. ’cause we have our own
scars in different ways. That’s my answer to why it’s so easy. – [Bro] Thank you. – You’re welcome. (audience applauding) I think we’re good. Oh, I think he’s gonna say something. – Hey, Gary. I just wanna say thank you so much. You really have empowered
me to take a step back and get into do what I actually love. So thank you so much for that. I could ask you 100 questions,
but I’ll keep it to just one. You’ve been very… Well, first of all, my name’s Justin. I’m a Social Expert in Virtual
Systems and Connections. – [Gary] It’s nice to meet you, Justin. – I hope to talk over some wine later. – [Gary] Let’s do it. – So you talk a lot about
how the education system failed you and it fails
entrepreneurs every day, right. I 100% agree. This is something when I
really took a step back, I felt like how can I make
the most positive impact by doing what I love. And I’m really studying the
education system hard right now and how we can improve the
entrepreneurial education system. – Just make sure that you’re
practical, not ideological. I think the thing that people have to be very thoughtful about
is you have a system to do it or a curriculum or an idea,
but can that actually be done in the way that education
is packaged in our society through government
behavior and infrastructure and a million other things. – Right, I’ve been studying that. I have some of the same questions, does it need to be privatized et cetera. So I was wondering what
are some practical ideas that you may have if you do have any on how to really have some practical steps of all right, as
entrepreneurs, maybe you can give me this type of
foundation in this way. Personal development, self awareness and then get into a business foundation or something like that. – I’m living it. I’m living my thesis on
it, which is unlike me, these kids have something
called the internet. And instead of selling them
the information that I have, I’m giving it to them for free. While in parallel, I’m
putting real pressure on the conversation of the
whole thing in the first place because we have to look
at the actual facts, which is for a lot of us in
this room that are over 40, there was a lot of practicality
to getting a college degree because the ROI on that
college degree was real ’cause there were things
for us on the other side. Today, it is a very different ballgame. The practicality to a college degree does not create the same guarantees. More importantly, the level of debt that even declaring bankruptcy
doesn’t get you out of that comes along with
taking debt for a college is now just a very black and white scheme that is not doing a benefit
for a lot of people, especially if you’re the kind of learner that is comfortable in chaos and change or have entrepreneurial
behavior where just doing it is your greatest teacher,
not reading about it. It’s amazing. It’s amazing that entrepreneurship
is the most similar thing to sports, it’s based on merit. However, we don’t talk about it in an education way the same way. We’re all very comfortable and understand that the best basketball,
football, hockey, UFC, soccer players in the world
didn’t sit in the classroom the whole time and read about it and then jumped out and did it. They had to actually do it. Fuck man, I would’ve quit
school in third grade if that was allowed. And I’m not kidding. And by the way, there are
so many people in this room who great grandfathers or grandfathers or great grandmothers, grandmothers came from different parts of the world and the world in America
was a different world. And they didn’t get a
seventh grade education. They didn’t get a 10th grade
education and many of them went on to build iconic
things for their families that everybody has eaten off
of for three generations. So we are in a very
interesting time on education, where the debate has begun. I don’t believe it’s my
generation, but I do believe that the 10 year olds of
today will be the parents that completely revolt
against the infrastructure we’re talking about and I
think their children are going to have far more DNA in
the old way we did it around vocational skills,
around self awareness, around practicality,
not the incredible job that the college business ecosystem did over the last 70 years of
making it a right of passage no different than owning
a home is for everybody. And we have rules in our society no different than we all can agree that religion and
religious places to worship carried a lot more weight 2,000 years ago. I absolutely believe that
college is that for us now and it is deteriorating. In the 200 years, you can’t imagine what it’s gonna look like. I believe that. And so because I firmly believe it and the date is very clear
to me, I don’t want any of these kids to be collateral
damage if they can help it. And I’m tired of parents forcing
their kids to go to college and collect debt to make them look good, not what’s in the best
interest of the kid. That’s fucked up. (audience applauding) Do you know how many parents? It’s one thing, let’s go the reverse. It’s one thing if the
parent picks up the tab, then you’re paying for
your kid’s vacation. That’s different. The amount of pressure
parents are putting on a kid to go to a school and
collect debt, their debt, so that they can look
good in the neighborhood or put a bumper sticker
on their fucking car is unacceptable and needs to be debated. Thank you, Columbus. (audience applauding and cheering) – [Gary] Thank you.

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