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Practice English Speaking&Listening with: MARKETING IN 2018 | BRAND MINDS KEYNOTE | SINGAPORE 2017 | DAILYVEE 337

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- What up blog, hope everyone's doing super well.

This is a keynote that I gave in Singapore

that really struck.

There's a bunch of stuff in management and running

operations, a lot of my stuff is for early entrepreneurs.

I think for everybody who is running a business

with several employees or seven figures in revenue

are gonna get a lot out of this one.

So, I hope you enjoy it,

and I hope you like my sweater.

We're unstoppable

- I'm really excited to be here, thank you so much.

So, we have a lot of time together, which is amazing,

and so, I will take full advantage of that,

and to be very honest, I wanna get into the Q and A part

and start throwing this out to you guys to ask questions,

so I'm gonna try to get to that as quickly as possible,

because I think, for me, when I speak,

and what I think has allowed me to have a nice

speaking career is I'm obsessed with bringing in

as much value to the audience as possible.

My origin story of Belarus and lemonade stands

and baseball cards is something that you can see

on YouTube over and over and over again,

and as I continue through my career of speaking,

I wanna do less of that, and to be very frank,

the reason I wrote a book called AskGaryVee

is it's my great ambition to build enough brand

where I could come to an environment like this

and just go right into Q and A,

because at the end of the day,

I think that's where the biggest value

happens in a keynote, and so, what I'll do,

because I'm gonna assume some of you and many

of you may not know who I am.

I'll try to at least deliver on the promise

of giving a keynote, but please rest assured that

I'm ready to go into Q and A as soon as you guys are.

So, look, I think the thing that,

regardless if you're a B2B or B2C marketer,

regardless if you're starting on your first day

or you've got a $100 million company,

I think the thing that will really be important

for us to chat about first is

the thing that we're all connected by,

which is my obsession with attention.

Right, before you can tell me how great your product is

or how charismatic you are,

or why you're so right about what you have

to say to the world, whether as a person or as a business,

you have to get the person's attention to tell your story.

To me, this is the most fascinating thing

that's happening right now in our society,

is that attention has never been more

changing, has never been harder to grasp,

I think for a lot of us that have been in business

for a long time it's very difficult to grab the current

changing landscape of attention at the speed

of which it changes.

I spend eight, 10, 12, 15 hours a day

trying to audit and understand attention,

and even for me, there's so many things still happening

that I haven't been able to completely grab my hands on,

whether it's the depth of eSports,

arbitrage as a cultural phenomenon,

whether it's the blockchain,

whether it's all the opportunity within AI and ML,

whether it's the emerging AR infrastructure

in the Apple updates and Google infrastructure,

whether it's voice, which I speak a lot about right now,

on the Alexa, Google, and Apple fronts,

we're talking about a very different world

than our grandparents and parents grew up in

as businessmen and women, and more importantly,

as marketers and executors and most importantly,

as actual practitioners of the craft.

I think the thing that fascinates me the most

is how many people in here, I mean, to me,

when I think about how many of you flew to be here

or are here to see me speak,

we, including myself, we're so much further ahead

in understanding these things because of our interest in it,

regardless of your success at this point in it.

If you're sitting in this conference,

your intuition or curiosity or execution

around the modern day attention graph

and the opportunities within it is so much further

accelerated than the 99%,

and to me, that's super interesting to me,

that we have such an incredible opportunity in front

of us to trade on this opportunity,

and so, my question becomes,

how much of what you believe and know about this moment

is around you reading or consuming content,

and how much of it is that you're

actually executing within it?

If I can do anything to start this keynote off with,

if I can lead with anything,

if I can impact you in any shape or form

to have one action item,

it would be for you to start doing more of the thing.

Let me explain.

There's a lot of people in this room who understand

the concept of KOLs or Facebook ads,

but yet, I don't think enough are actually

executing within those environments.

You know, it's unbelievable how many of you have opinions

on these ad products and platforms,

yet aren't spending and executing yourself.

I think the thing that I spend so much time on

is I produce content and do social media,

because I wanna stay a practitioner.

I think of it as being a mason or a carpenter

versus being an architect.

If you look at that industry,

a lot of architects grow up getting their hands dirty,

and over time, they get separated too much from the work,

where they lose a pulse on the reality

of the current infrastructure.

I'm fascinated by that.

That is the thing that I try to stay grounded in.

If I can get everybody here to make one more ad,

to create one more piece of content,

to A/B test six different headlines on the same picture

in a Facebook, Instagram, WeChat environment.

These are very important variables that

not enough of us are talking about.

And so, at the most high level,

I would hope to inspire people to become practitioners

instead of pontificators in the craft of the opportunity.

There is only one reason I stand up here at this keynote

and have people wanna hear what I have to say.

It's because no matter what has been happening to me,

I've not lost my pulse on the craft of what I do.

How many people here have been following me

for longer than

a year?

So, one more time, hands, I just wanna see.

Great, almost all of you.

Most of you, 60, 70% of you.

I'm a simple dude.

I basically only believe in 10 or 12 things,

and I pump out an obnoxious amount of content,

which means that over the course of a year,

you're gonna pretty much grasp what my pillars are.

I think the only thing that allows me

the luxury of keeping your attention over the long haul

is my ability to stay relevant

to where the opportunities are.

The only reason after a year or two

that it's worth your time to give to me versus

something else, it's because I've had a good career

for 20 years of having enough intuition

on what consumers are gonna do, but way more importantly,

I don't talk about Alexa skills and briefings,

I make an Alexa skill and briefing

so that I understand it,

and I would tell you, there's a huge lesson in that.

I think a lot of people,

especially if they get a level of success,

start getting too far away from the craft,

and you start building around the raising the capital,

the exiting of the company, the writing of the book,

you know, the speaking on the keynote,

you just get away from the work,

and I would argue that it's never been more important

to stay on top of the work,

because every day it's changing, right?

To me, I'm running late this morning to our first meetings,

and I quickly go on Instagram Live

because they just created a new update

where it allows you to bring people into your

Livestream that are watching you,

and I did not feel comfortable being here today

without trying and tasting it and understanding

the functionality in case one of you asked

me a question about it.

I mean, it's an important insight.

It's an important insight,

and it is the absolute opportunity,

because when you think about the way I think about it,

I talk about day trading attention,

and when you talk about day trading attention,

I'm not a Wall Street guy, I'm not a capitals guy,

but I understand the difference between

day trading and putting something into a mutual fund

and watching it grow, right?

There's a very different speed,

there's a very different understanding,

and that's how I think about it.

My sign now says day trading attention.

A year ago it used to say marketing

in the year that we live in.

Why did I change it from marketing in the year

that we live in to day trading attention,

it was because I realized, oh my God,

everything we're about to talk about

is happening even faster,

that even if you believe in something for that year,

within that year, it's changing too much,

influencer marketing, and Facebook, and YouTube,

and Twitter, and LINE, and WeChat,

this stuff is changing too fast

and we are not keeping up with the subtle features,

because if you really understand this,

you know, you look at something like Instagram Stories

or Facebook Watch or all these subtleties,

in those little sub-arbitrages, polling,

in an Instagram, in those little features,

in those little updates are oftentimes the marginal

opportunity that is the biggest difference between

growing your business and not.

And so, it's exhausting and it's difficult,

but I have one very important statement around this

for everybody, tough luck.

You know, no matter how we want it, listen,

I wish that we never evolved from email.

In 1996, I had 90% open rates on my email newsletter.

I was crushing it, life was good.

I had figured out email.

Then in the early 2000s, I figured out Google AdWords.

I wish that never changed, I figured it out.

I won on that, then YouTube came out.

I had one of the first long form shows on YouTube in 2006.

I figured it out.

I liked it, I wish Twitter didn't come along, but it did,

and then I spent 15 hours a day tweeting all of you,

and then I grew into one of the most followed people

on Twitter, and then Facebook evolved.

And, like, Instagram came up, and Snapchat came.

Like, this is a never ending game of attention,

distribution, and arbitrage,

and so I think the biggest thing you need to understand is

the best product will always win if people know about it.

Right, and so, I think the thing that I spend

a lot of time on is I'm a marketer, I like to market,

I understand marketing, I'm a business builder,

I've built businesses.

I think there's an incredible, interesting,

kind of graph between the quality of your product

and how many people know about it.

So, for example, if you're a great marketer,

and you listen to everything that I say,

and you get a lot of attention,

and your business isn't working,

a lot of times it happens to do with your products sucking.

We don't spend enough time talking about the product

or service you're selling, you know?

So, please, if you're sitting in the audience

and you're looking for the magic pill,

or if you think that you're gonna be able

to siphon some information that's gonna allow you

to play in the edges of the arbitrage of opportunity,

please make sure you're looking at your product

and service to make sure it delivers,

because if you follow my blueprint,

if you get results from my ideas that you then

become an executor of, if your product sucks,

all that I'm gonna do is expose your product faster

and you're gonna go out of business faster.

So, please start there, but after that,

please understand the following.

This is a golden era of marketing for one simple reason.

The places where our attention and our consumers'

attention are, are now driven by marketplace bidding

dynamics, not by writing an upfront check to get the ads.

Please understand this.

Please understand that the biggest difference

for us as communicators is we don't need millions

of dollars to do television and print

and outdoor and direct mail to hit mass,

we are trading on marketplaces, Google, Facebook,

Snapchat, these are biddable marketplaces.

The reason this is the best time

is because those marketplaces are underpriced.

Those marketplaces are underpriced right now

because the biggest companies in the world

are not spending enough money on them.

You have to understand, when there's a come to Jesus moment,

and the biggest brands in the world properly spend

in everything that I talk about,

everything I talk about becomes null and void.

When you have to spend $48 CPMs to get in front

of potentially 1,000 people in a feed instead of $7,

the mathematics don't work out as nice

for why I'm so excited.

When influencers and KOLs start charging the proper price

for their product placement and endorsement,

it won't be as fun of an opportunity.

And so, I continue to yell at the top of my lungs

right now, how many people here actually have been

following me for eight years?

Raise your hands, there's not gonna be a lot,

but I'm just curious, go a little higher, eight years?

First of all, thank you for the eight of you.

Second of all, second of all,

you eight have a unique understanding

of me that many others won't, and let me explain,

for you eight, that, I can see two of you right now,

that you understand.

I was very loud, Gary Vee, in 2009, 2010,

but then I got very quiet for my standards

in 2011, '12, '13, and then I started getting louder again

in '14, '15, '15, '16, '17, right?

For everybody else, there's a reason.

I am my most excited when I think

there's an arbitrage at scale.

If I had been making content in 1996,

I would've been talking and making videos

and audio and written word about email

until I put you into nausea.

Then I would've gotten quiet in '99,

'cause email had caught up, and then somewhere around 2001,

I would have probably spent 24 months yelling at you

that this Google AdWords thing is incredible,

intent marketing's incredible,

if somebody's searching to drink wine,

that's probably good to buy for five cents a click,

and I would have yelled and screamed

for two to three years on Google AdWords,

and then somewhere around 2006, '07, it corrected.

Ah, dit, dit, dit, dit, dit, dit, dah.

Every single person in this conference

is going to regret not spending more money

on Facebook and Instagram.

Every single person in this, I'm talking, and by the way,

I know some of you have a B2B SaaS business

that you haven't been able to figure out

how to do Facebook ads,

but I know tons of B2B SaaS businesses that are selling

top of the funnel and conversion based sales every day

on Facebook at scale because they're trying harder than you

to figure out the creative that is the variable of success.

Please understand that the creative is the

absolute variable of success.

That it may be the word or the picture or the video

that hasn't let you be successful in Facebook, not Facebook.

And so, I sit here with, as you guys can tell,

a different demeanor than sometimes when I speak,

because I think it's very serious.

I think this is an enormous opportunity,

and I very honestly am excited that I know

three of you are gonna email me in four years

and it's gonna be like, Gary, you were right,

I didn't spend enough on Facebook, God damn it.

So, now that we've established that,

I wanna talk about the thing that

excites me the most right now, which is voice.

A lot of you have heard me yell and scream about voice.

How many people here have seen my enthusiasm

for voice, raise your hands, great.

I'm awfully passionate about it,

and I'm passionate about it because

of one of the more interesting chapters in my career,

which is when I passed on Uber, twice.

At a four million dollar evaluation.

In the angel round for one of my best friends in the space.

The reason I passed was, first,

'cause it was a side project for Garrett and Travis,

but second, 'cause I didn't see it.

But why did I invest a year later, before it exploded?

It was because I understood that Uber

was selling time, not transportation.

And more importantly, the perception of time,

because if you've ever been to New York City like me,

there's nothing more humbling than waiting

for your Uber and watching 500 cabs

that are empty drive by you.

Now.

Audio.

How many people here, in the last year,

have started spending more time listening

to my podcast and watching less video because of it,

raise your hands.

Raise it high, I want everybody to look around.

This is the insight that matters to me the most.

Right?

The reason they've done that is because

what audio allows that video doesn't is passive consumption.

You can listen to the podcast while doing something else.

You can listen to the podcast in a shower,

while you're driving, while you're working out,

it's time arbitrage.

Audio will be a huge explosion for all of us,

in every one of our businesses,

because when you're communicating,

and hopefully you're bringing value

and not running a radio commercial,

when you're communicating and bringing value

to your audience and building awareness for yourself,

you're gonna be doing it in a way that respects their time.

The reason I hate modern day advertising

is 'cause it steals time.

A pop up banner on your phone steals your time.

You have to hit the X, it's too small, it pops up,

it opens up, you're pissed off, you try to exit,

and now you've wasted four seconds, which,

oh, by the way, means a lot to you.

It would be stunning to you for you to realize how much

slower your internet that you're used to in your office

or home has to be for you to feel it.

It's staggeringly a little.

And so, time only with health and money

and religion are now on the pedestal

of things that we care about the most,

and every technology that I see that sells you back time

in exchange for your attention

will be the things that I bet on the most.

And that is why I am obnoxiously

bullish on voice, and when I say voice,

I mean I think everybody here should start a podcast.

I just do, and in the Q and A,

I'll show you an example of any one of your businesses,

how it could be a podcast, if you'd like to ask me,

and two, I think everybody here should start thinking

about what it looks like to develop a briefing or a skill

inside of Amazon, Facebook, excuse me,

Amazon, Google, Apple, whatever Facebook comes out with,

whatever the tech giants from China come out with,

it is going to be the way you search.

In the next five years, five years from today,

I promise you, you will be blown away by how much

of your search behavior is done with your voice.

As a matter of fact, one of the most interesting stats

that I'm paying attention to is that one

in every four searches on Google on a mobile device

is done through voice.

And if you have young children that play

in a YouTube environment on an iPad,

my son, when he was at three,

could navigate the entire web through voice.

So,

look.

My point here is very simple.

We are ridiculously lucky,

because we get to navigate through this time.

For anybody over 30, and especially if you're over 40,

you really recognize that,

because, for the over 40 crowd in here,

we lived pre-internet in a lot of ways.

The scale is remarkable, the impact is high,

the upside's enormous, and to be very honest,

I think most of us are just taking it for granted.

I don't think we understand the impact

of how much the opportunity is real,

and for me, it becomes disproportionately compounded

because you're actually at this conference.

You're actually part of a very small interesting group

for me, which is, I know how big the opportunity is,

I know that 99% of people have no idea it's happening,

you do, so you're part of 1% of the whole thing

that understands it's happening,

now it's yours to lose.

I would argue that if you are not able

to achieve what you want to achieve in life,

and you're at this conference during this time,

then you really mis-executed.

Then you really got into the things that

I worry about when I put out content,

which is you worry way too much about

stuff that does not matter.

That you're worried way too much

about other people's opinions,

which is the biggest reason you don't take chances,

because you worry about how people judge your failures,

then you're doing a lot of other things

that are leading to huge levels

of missed shots and missed opportunities,

and so that's why I speak so much

about being insular, having the right intent,

because literally, fundamentally,

if you synthesize everything I've just said,

non-action is the fundamental reason

that most of you will fail, at this point,

being in this room, at this conference, during this time,

and understanding quite a bit of what's actually happening.

Non-action, which if you take all the way to the seed

of a human being is insecurity.

Which,

is probably the biggest reason that I create content,

because I hope that you use me

as your shield to do shit,

period.

So, that's what I think is happening.

Audio's super interesting to me.

Feed dynamics and a mobile device are the currency today,

it will continue to be for a little while.

Enormous things are happening around us

on blockchain and AR and things of that nature,

they're all coming, they're all circling around,

some things are much further away than people realize,

I am very, very anti-consumer VR in the short term.

If you asked me, this great phenomenon that I'm

so obsessed with called the internet,

the only thing that arbitrages it out is VR.

If we live in a full VR world, then now what, right?

Cool, but nobody here knows a single human being

that spends an hour in VR in a week.

Not for non-business purposes,

consumer behavior's not there.

My friends, for the people that are the smartest

when it comes to tech in here,

the biggest thing that stops you from being successful

is you understand that the tech is ready,

but you haven't factored in consumer behavior.

The biggest reason that so many super smart

technologists fail with their products

is they anticipate techs and they understand that it works,

there's so many things that work right now

that are four, seven, nine years away,

because we're not ready to use it that way.

Online dating worked

in 1996,

but it took another decade before there was a stigma

removed from it that allowed it to start having some legs,

and 10 years after that, now it's mainstream, right?

That is basically what I do for a living,

day trading attention, understanding behavior around it,

what are people gonna do today that's meaningful

to the goals that we have?

Couple things that I wanna throw out

before we go into Q and A.

One thing that has come up quite a bit today

since I've been doing interviews and interacting

with people on social here in Singapore is

because I have a personal brand,

which, oh, by the way, is such an interesting word,

'cause it gets people very emotional in both directions,

I just wanna remind people that

hate people with personal brands,

it's just a slang term for your reputation.

So, people that have a reputation or a personal brand,

there's a lot of people asking me

if that's a requirement to build a successful business,

and I find that laughable, because I wanna remind everybody,

I wanna remind everybody that 99% of businesses

don't have a personal brand in front of them.

You know, I think that it's a great to have,

I think if you are charismatic or narcissistic,

or enjoy the attention, it's a nice to have,

I super love it, I love taking selfies with you

as much as you love taking it with me,

it brings awareness, it's branding,

but it is far from the reason why one

would be successful and it's definitely not a requirement

to be successful in today's business environment.

The requirement to be successful is very simple.

Is your product good enough,

and do people know about it,

and do you have the structure to get people

to know about it better than the people you compete with

for the same share of attention and money for that product.

It's very, very, very, very basic.

The biggest issue is, slash opportunity,

is the speed in which it turns and changes.

And so, couple of the things I wanna talk about.

Let's make it contextual to this audience.

I wanna remind most of you that you have

a disproportionate advantage

from most entrepreneurs in the U.S., which is,

oftentimes, not always, because of cultural differences,

but oftentimes, you get to see a preview

of what's happening before it happened.

When I think about my friends that have built

successful businesses in southeast Asia

by simply paying attention of what's happening in America

and then replicating some version of it in the market,

it is literally the dream come true.

American entrepreneurs got mad at those brothers in Germany,

right, who would rip off the ideas and build a business.

I always was so upset about that.

I mean, I think Facebook has proven

that there's no ripping off if it's a feature,

and I think I would also argue that

ripping off by looking at a different business

in a different market and then interpreting it

into your market is far from ripping off,

I think it's called smart.

So, I would highly recommend, I don't know if it's pride,

which I think holds back a lot of people,

but please take advantage for the disadvantages

one could think they have, there's only five million here,

if you wanna do it in Indonesia,

there's a lot of people but there's so many microclimates,

so that's, so many different segmentations,

mainly in China, whatever you would deem a disadvantage,

please understand you have the greatest advantage,

which is 90% of things are human, not cultural.

90% of things are human, not cultural.

If you're capable of understanding the culture

of your consumer and layer the cultural context

on top of the human thing that is happening in America,

you are halfway home.

An unbelievable advantage

to be an entrepreneur in this region,

and watch things play out,

by the way, for free, no report needed,

no hiring Boston Consulting or Bain and McKinsey,

by reading and watching videos and downloading apps,

something that I don't believe most people

in this conference are taking full advantage of,

or respecting enough of how big of an advantage

that is, and to me, very honestly,

I'm quite selfish when I speak,

I dream in three years from now, you email me,

nothing would make me happier than

getting an email from somebody here who said

they had a $50 million exit, because, you know,

they just looked at what was working in America,

and they built the replica-ish of it here.

Please do that, please understand how big of a deal that is,

and I would argue it is your singular biggest advantage

in this market to be able to be shown what will work,

and then allow you to interpret it,

oftentimes with very little change in the model.

Cool?

Cool.

What else is interesting to me?

You know what's super interesting to me?

LinkedIn.

Let me talk about LinkedIn for a second.

How many people here are on LinkedIn?

Good, this will work.

LinkedIn's interesting to me.

I think LinkedIn is up to something

that I think will be beneficial for a lot of us.

First of all, how many people are in B2B marketing?

Raise your hands.

So, look, raise them higher,

because I see a lot of half assed hands, higher.

Great, two hands, nice.

B2B.

I've said this before, I'll say it again,

'cause I'm not sure how many have heard it.

Here's how I think about B2B marketing.

In every one of our B2B spaces,

there's usually a magazine or two

that is the leading B2B magazine in our sector, right?

There's just a B2B magazine that our customers read.

I think that's the thing that you should attack.

I think you, as a company and a service,

should look at the B2B magazine and deem that

your competitor, more than people you compete with

to sell contracts to clients, let me explain.

It is my belief that everybody in here

is no longer an advertiser,

but that everybody in here is a media company.

So, I know a lot of you have heard me say

don't listen to what I'm saying, watch what I'm doing.

I don't advertise, I act like a media company,

and then from that, I have top of the funnel

brand awareness that leads to my business.

I don't buy ads on Ad Age,

I don't sponsor things that can,

I produce content with my points of view,

act like a media company,

and they funnel into an environment where I built

$125 million in revenue in AdWorld

without winning a single RFP.

Right?

So, I don't know what all of you do in your B2B business,

but I would look at why people read the B2B magazine,

and I would argue that you need to start becoming

a media company for the sector,

and then trading off of the top of the funnel awareness.

Let me explain again.

In 2006, this happened to me intuitively.

I started a wine show on YouTube

less than a year after YouTube was launched.

I thought that I was gonna make infomercials.

I thought my main plan when there was a camera like that

in my office for episode one was

I was gonna sit there and sell you wine.

Something very interesting happened,

if you wanna go on YouTube and watch episode one

of Wine Library TV, somewhere in the first three minutes,

you can even see my face take a little weird turn,

you can see me thinking,

because I realized that this would never go away,

that this video would live forever,

and I realized that if I was shilling wine

that I didn't believe in, that I could be exposed.

So, somewhere within the first three minutes

of me ever producing a piece of content for the internet

in my life, I switched from being a salesman

to being a media company.

I would argue that most of the behavior

in the way that you produce content

has short term sales DNA versus long term media DNA.

And this is the vulnerability of why you're not getting

the returns that you're looking for from this environment.

So, I would, please, implore a lot of you to realize that

I believe one of the first hires of your business

in the future is your editor in chief of your business.

An actual media editor for a SaaS product,

or a consultancy firm, or whatever you do,

and so, this media mindset is super fascinating.

Let me explain it in an even more historical nature.

Do you guys know that the Michelin Tire Company

in the early 1900s

decided to start writing reviews of hotels and restaurants

in the countrysides of Europe because people

weren't driving enough and using up the tires

and stopping in their gas stations,

so they started reviewing restaurants and inns

positively if they were further away from London and Paris

to get the wealthy to drive out there

and stop by their stations and use up their tires,

and that is why we, to this day,

have restaurants rated three stars Michelin,

because the Michelin Tire Company, 100 years ago,

executed on my thesis.

In the same vein, Guinness beer company,

after declining in pubs for the first time

around the same time,

realized that a lot of people were

talking about trivia at the bar,

and literally created the Guinness Book of World Records

to get you to talk about crazy records and trivia

in a pub and use the word Guinness,

so that you would subconsciously reorder

a Guinness in the pub.

This is super interesting to me.

I'm a very big believer that the future

has all of its seeds in the past.

And so, I implore all of you to become much better

historians around how to use media

as a top of the funnel gateway

to sales around your business.

Once you understand that,

you will find far more success in LinkedIn

if you write a white paper that helps lawyers

run their business and then it's a gateway drug

to what you sell them,

than if you were to try to just sell them an ad saying

free consultation if you use my firm.

Media DNA versus advertising DNA.

Media, again, you want distribution in retail stores?

Write a white paper on LinkedIn,

15 things that retailers need to do in 2018,

brought to you by your brand,

I promise you, you'll be stunned by how much

inbound opportunity you have in that environment.

Media, not advertising.

So, those are some of the top of the funnel things

that are really on my mind.

I continue to execute, I continue to do,

I'm very fascinated by how much time

people spend dwelling and debating,

I think we glorify strategy and we underestimate execution.

I feel like if you look historically

and rewind the biggest successes,

the strategy came from the execution,

and you did some Monday morning quarterback,

I'm a real genius, in hindsight,

because I can manipulate how I got there after the fact.

I'm gonna talk about so many things in different ways

than the intent that it was at first,

because you don't even realize that your strategy

came from it, because when you're doing,

the strategy is happening in realtime,

you almost forget why you were doing it in the first place,

and so I promise you, indecisiveness and debate

and pontificating and ultimately, ego,

is stopping so many people from being successful.

And while I'm on that,

how many people have more than 10 employees,

raise your hand.

Great, I think it's worth bringing up.

Hiring.

I'm super passionate about hiring.

How many people have more than 10 employees,

raise your hands.

I think one of the biggest flaws in most of your companies

is your own ego wrapped up in being somebody

that's good at hiring.

I wanna tell this story,

'cause I think it's one of the most

fascinating things happening in small businesses.

I'm stunned by how many small businesses,

CEOs, founders, or owners think they're good at hiring,

and have made this a thing.

They've made it a thing 'cause they wrap their pride

in hiring, and here's what happens.

I feel like my EQ and people skills are off the charts.

I am baffled by how many horrible hires

I've made in the last 20 years.

A lot.

So, when I think about my intuition and ability and process

and deploy that against the masses,

I know a lot of you have made huge

amounts of mistakes hiring.

I so don't give a crap what you think about me,

that I'm very comfortable and excited about

admitting that I was wrong and firing very quickly.

Most people sit on people for a year or two,

because they don't wanna be exposed

at making a wrong decision, and in that time,

enormous amounts of bad stuff happens to your business.

So, and a completely random thing

from what I've been talking about,

if I can get one person here to fire the person

they should be firing in their business right now,

after today, I will feel very accomplished

on my entire trip to Singapore.

Who's got a question?

Great.

You see that, that was good accuracy.

What's your name?

- [Man] Melvin.

- Melvin.

- [Melvin] Yeah, and first off, I would wanna say,

Gary, thank you so much,

because of what you did, you changed my life.

If you remember, slightly earlier this year,

you started a contest on TV-- - 2017 Flip Challenge?

- [Melvin] No, the GV, GV Podcast Contest.

- Yes. - Yes.

So, at the point, I'm almost in the U.S.,

and I knew that by the time that that thing's gonna happen,

I will be in New Jersey, New York,

so I was hustling really hard to get you

to pay attention me, obviously it didn't happen.

- Yes. - Yeah, alright, but,

but the good part was that what I did was

I did exactly what you told me to do,

or what you had been saying.

So, I had the hashtag,

I started tweeting everyone who submitted their entry,

and I said, congratulations, I asked them,

this is my favorite Gary Vee quote, what's yours,

and then I started getting reply.

And so, that was when I got a reply,

and that was when I restarted my vlogging journey again,

so this is the third time I've started my vlogging journey.

So, this time when I started my vlogging journey,

boom, it happened.

People started paying attention,

I think you know him, Chris Brogan, pay attention to me,

he tweet a lot my videos,

he even jump on a call with me

to do an interview, so that was great.

- That's awesome, he's a good guy.

- [Melvin] Yeah, so, first off,

I wanted to thank you for ignoring me,

because if you hadn't ignored me,

I wouldn't have thought of that.

- I love it.

- [Melvin] Yeah, so that's one.

Now, number two is that I think there are

three things that we have in common.

Number one, we have the same favorite number.

- Five. - Number,

number two, we have this, we are born in the same month.

- Nice, November. - Yeah, alright,

so, the other thing is, I wanna say is that,

when I started my vlogging again, this time around.

- Third time. - I started getting attention,

and I started getting discovered,

and now companies start calling me,

people start calling me and say that

can you do videos for me?

So, now I'm here today, and I'm devastated.

Why, because you are talking about audio.

(everyone laughing)

Alright? - Yes.

- [Melvin] So, my question is, right now,

I'm beginning to crush it, if you know this actually,

I said to you earlier on Twitter that I'm not coming here

because I'm executing on what you say and I'm crushing it,

I have no time, but I'm here today because I wanna see you,

I wanna say thank you to you.

- Thank you. - And so,

my question to you, it's basically this.

For someone who is really getting traction

in terms of video, people started paying attention.

- Both. - Well, yeah,

yeah, I know. - Both.

- [Melvin] But would I be, would I be,

so what would the-- - Both.

- [Melvin] Strategy be?

- Both.

- [Melvin] What would the strategy be,

what would I do with podcasts?

- I don't know.

(audience laughing)

- Okay. - But let's talk about it.

- Okay. - First answer is both.

- [Melvin] Okay, obviously.

- Now, let me rephrase, it depends on your ambition.

First of all, I love going deep on what works.

Just 'cause audio's rising doesn't mean video's dead.

You know, it's so funny,

we've been the same for a very long time.

We, as humans, consume content in written form,

in audio, and in video.

Whether it's TV, newspaper, or radio,

or blogs, podcasts, and YouTube,

it's the same game.

So, nothing's gonna die.

If you have real ambition to build a personal brand

that you wanna arbitrage opportunities on,

my answer is both,

because in 16 hours, you can get a lot done.

You know, people always say to me, do you sleep,

and this and that, Gary's always pushing no sleep,

I mean, if you follow me carefully,

I talk about six, seven, eight hours, sleep!

I'm not worried about you sleeping,

I'm worried about what you're doing when you're awake.

16 hours is a lot of time to do damage,

and so, what would you do on your podcast?

Look what I did at first.

I believed in audio about a year and a half ago,

I wanted to get in, I was busy,

I didn't have the infrastructure I have now,

so what did I do?

I transcribed the Ask Gary Vee video show into audio,

right, then I watched it, it wasn't enough value add,

and it was made for video, so it wasn't contextual to audio,

so my podcast was not doing as well as it could.

Then on vacation, where I had a little time to think,

I decided to rebrand it to the Gary Vee Audio Experience,

which gave me a lot more flexibility

to give you guys original content that you didn't

hear anywhere else, keynotes,

different things, and it took off.

You have to look at yourself of what you're capable

of doing, especially when you're a one man band,

and I don't know if you have anybody helping you yet.

- [Melvin] Not yet, right now.

- So, as a one man band, what I would do,

is if you're vlogging, every day,

I would take 10 minutes of something that you're doing

or talking about, not show it in video form,

rip the audio, and make that your podcast.

- [Melvin] Got it.

Thank you.

- You're welcome. - Thank you.

- Can you pass it on to the next question?

Question?

Your aim is not where we're the same.

(audience laughing)

- [Kenneth] Hi, Gary.

- [Gary] How are you?

- [Kenneth] My name is Kenneth, so.

- [Gary] How are you?

- [Kenneth] I'm very good, very good, how about you?

- [Gary] Super.

- Good to see you here,

I would like to say a big thank you to you,

although I did not follow you for years,

but in the past six months, a lot of things have changed.

I'm writing a book, it's called Modern Industrialist.

I, in fact, emailed you, but I guess I have not hustled

enough to email you a lot of times,

but because of that, of you ignoring again,

I realized that I need to do something,

and I took the action of document versus create.

Because, for me, I'm a marketer, marketing consultant,

I always think of crazy ideas, but,

and I don't go into documenting.

So what I did is, because of my book, Modern Industrialist,

I interviewed 15 mompreneurs that I put

into my book that I personally know,

and because moms love to share, they start referring mom,

other mompreneurs, but I could not put them into the book,

and that's where I created my Facebook Live With Lee

every Monday, and I document it, document it,

and I interview them, and it's growing and growing.

So, my question to you is how should I bring it,

scale it up from there, and personally,

I own a creative marketing company,

so how do I put it together?

- So, you wanna figure out how to use the leverage

of the weekly show to build on top of?

- [Kenneth] Yep.

- What would you like to happen?

Would you like it to be a gateway drug

to your creative shop,

do you wanna build a SaaS product for mompreneurs?

Or do you wanna become a personal brand

and live as being the human that makes enough dollars?

I think you have a lot of flexibility of what you can do,

but this is where you have to start backwards.

So, for me, the reason I think I'm winning is,

for me, backwards, I'm more interested in my legacy

than making money, which is why all of you like me,

because I'm trying to win you over by giving you value,

not get a short term sale,

which is why it's building legacy.

So, all my behaviors work backwards.

I just gave you in one second three viable options

on the back of this,

do you have a clear answer to that,

or is that something you need to debate?

- [Kenneth] I,

because there's a lot options that I could do,

which I'm working on,

but it's not coming back to me as fast, because.

- How long have you been doing the live show?

- [Kenneth] I'm doing episode 15,

so I'm going for my 16 of doing on a weekly basis.

- Hold on, one, five?

- [Kenneth] One, five, yes, yes.

I just started, yeah.

So, because of that, yeah.

So, I'm going on and on, I'm not stopping,

and it's growing, and it's not just locally,

it's also into U.S. and a lot of traction,

people start referring.

- Yeah, it's called Facebook. - Yes.

Yeah, so, I'm continuing that,

and getting a lot of traction, getting partners coming,

and also to sponsor for my book,

so that's what I'm working towards,

and I would also like what you have mentioned,

is to put it as a media, so I'm also attracting partners,

companies, to come in, to maybe, like,

mompreneurs, they have their own business.

- Can I give you a good piece

of advice that's good for everybody?

- [Kenneth] Yep.

- The sooner you monetize,

the quicker you give up the leverage.

- [Kenneth] The question is how to monetize.

- Yeah, I understand.

So, and the answer is,

I really wish you didn't give a shit

about monetizing just yet.

So, you know, there's a lot of ways to monetize.

You just rattled off several, and I rattled off several.

So, I don't think you have an,

are you having trouble closing the opportunities?

- [Kenneth] I guess the struggle is because

I wanna bring up value,

I wanna push this mompreneur movement all around,

and to drive this, rather than focusing on the monetizing,

but monetizing is still our bread and butter.

That's why-- - But they're very

different things, right?

One of the things that really works for me is

I don't wanna monetize any of you,

I have an agency that works with the top 100 brands, right?

So, couldn't you monetize with what you're doing

and continue to build equity with the mompreneur community?

- [Kenneth] I could do that, just that,

I have to speed up, and also.

- But why speed up?

Dude, you've done 15 episodes.

You're four seconds in.

What are you trying, where are you going?

What's the rush?

I mean, that's the punchline.

Right?

Do you think it's gonna go away,

do you think you found some sort of rare, you know,

pot at the end of the rainbow that's gonna disappear?

I'm asking.

- [Kenneth] I feel that's unique,

coming from a man, coming from a dad,

interviewing mompreneurs.

- So, what, are you scared about a bunch

of dudes here trying to talk to the mompreneurs?

- [Kenneth] No.

So, I guess it's to, to find out, to find out what,

because I have my own creative marketing company,

it's like what you've been doing, VaynerMedia,

you're doing your business, at the same time,

I feel that being an author, writing my book,

interviewing mompreneurs, is kind of like my Superman time,

that I get to do all this thing, which I love to do it,

but at the same time, I have to be Clark Kent,

I have to do all the work and get my bills paid,

which is fine, but. - The problem is,

you can't monetize Superman to be Superman.

You followed? - Yes.

- That's the problem.

You're trying to sell a logo on Superman's suit,

and it's gonna look really stupid.

You following, or no?

- [Kenneth] Yep.

I get it.

- The answer is, you don't monetize it.

- [Kenneth] Got it.

Thanks. - Because,

because two things will happen.

One, you're still gonna monetize as Clark Kent.

I spent, do you watch Daily Vee at all?

- [Kenneth] Yes, yes.

- You know how I always talk about, like,

you're not seeing any of it, 'cause you're not.

13 hours a day that you see nothing of,

me in meetings with clients,

sometimes I'll do a fast music and, just to show you,

just to remind you I'm actually doing, but,

I don't think it's super fun content,

I think it's a waste of your time to watch me

in B roll be in 11 hours of meetings.

You know, I'm very good at being Clark Kent,

and I have no interest in monetizing Superman,

you're trying to monetize Superman,

which is gonna be the undoing of both.

- [Kenneth] Got it, yep, I understand.

- Cool. - Okay.

- [Radul] Hey, hi, Gary, my name is Radul.

- How are you?

- [Radul] Very pleased to be here,

and also, I need to start by saying big thank you,

because I've been following you for about one year, maybe?

- Thank you.

- [Radul] But really needed some of those principles.

Maybe I read too many bullshit stories

of get rich overnight and kind of,

I was having that illusion in my brain

that it's supposed to be fast,

and I think that the top thing that I took from you

is that, look, it takes time.

- Yeah, it's really interesting, right,

because my personality,

and I'm sure some of you felt this the first time

you saw me, my personality seems so bullshit.

(audience laughing)

And it's ended up being my biggest strength.

Because I have that kind of pizazz that

all the bullshit people say it's gonna happen fast have,

I'm able to get your attention,

and then I trick you into going slow.

And then you actually get what you want.

- [Radul] Yeah.

It works.

I guarantee. - Sure does.

- [Radul] So, thank you very much for that.

My question is, and I'll work through it,

'cause I'm not sure I have it clearly in my head.

So, basically, I've been doing headhunting and

human resources, executive search, for about four years.

- I like it.

- [Radul] Very specific to a field,

which is supply chain and logistics.

- I like that, too.

- [Radul] I started a podcast about

two or three months ago, which is going really well.

- That makes sense. - It's called Leaders

in Supply Chain, so I'm trying to do what you--

- Let me tell you why I think that,

notice how I said that makes sense, super narrow,

you know what's so funny, it's how I think about Singapore.

I think having five million citizens

is the advantage, not the disadvantage.

Everybody's so quick to build here,

and then go and do Indonesia and other parts,

that you forget that if you win the entire

five million market, you have a real business.

I love podcasts in,

in very narrow, supply chain, are you kidding,

nobody, everybody thinks they have to make, like,

consumer, the meanwhile is,

if you get the right 800 people listening to your, 800,

if you get the right 800 people listening

to your podcast, your headhunting business is gonna explode.

- [Radul] Yeah, and it's starting,

but I guess it's just the, so,

I think it will need a little bit more time,

but it's happening because I'm engaging

with really C level people that,

'cause it's also creating that platform

that this industry doesn't have, currently.

- It also is media, so your ability to email somebody

who's the decision maker at a company to be a guest,

who nobody would ask to be a guest of anything,

and now they become aware of what you do on the side,

give Superman away for free, watch Clark Kent make money.

- [Radul] Yeah.

So, I guess all of this is happening,

I think it needs still a bit of time, a lot more time.

- Of course.

- [Radul] But I guess where I'm,

I'm kind of struggling over,

I guess what my question is, so, on one side,

we are selling headhunting.

So, basically, you recruit the best for your business.

- I understand. - Which is HR.

Then, on the other side,

I'm specialist in an industry

which is logistics supply chain.

So then I'm kind of, 'cause sometimes also people,

especially if it's very senior level,

so I've been getting with some board levels,

but I went on the side of the podcast to them,

and then they don't necessarily remember,

they remember, okay, that's the podcast guy,

they don't remember you as the headhunting guy.

- Yep.

- [Radul] So, during the podcast,

I do the bit on the industry,

I do the bit on the HR, how do you recruit your people,

and I try to make that connection.

So, I guess where I'm struggling with,

and I don't know what's the best way moving forward,

I think it's gonna work if I keep it

to supply chain and logistics,

I'm also considering, shall I keep it to Asia,

so, expanded, and saying, doing business in Asia,

to make it a little bit broader.

- I mean, you mean the show?

- [Radul] Yeah.

And also the business, then I can also,

I can then bring the headhunting business

to expand, as well.

- Do you feel like your business is ready to do that?

- [Radul] I don't know.

- Yeah, I feel like it isn't.

- [Radul] Yeah, probably not, yeah.

- Right.

(audience laughing)

You see what's happening, right?

It's the same reasoning, like, the get, quick, fast,

it's his question, guys, it's the same shit.

It's everybody, it's the same game over and over and over.

I get it, and even when you have some level of success,

it's hard, I get it.

I get it.

I live it.

I have way more opportunity than you

could ever wrap your head around.

But I stay disciplined on what I can do.

Why didn't, we've been registered to do business

in Singapore for three years.

Why is VaynerMedia not here, we weren't ready.

Was my brand ready, yes.

Would we get business, yes.

Would it deliver at the level that I thought

I needed to to create 20 year success, no.

You're on to something,

and this is what happens to a lot of businesses,

I look at it everyday.

You're on to something,

and now you're tasting blood in the water

and you're getting greedy.

Because you see it,

and especially if you're hearing it from something

like this, and you're like, wait a minute, this is gonna,

you know, like, you're compounding your confidence,

which is making you go wide when you should be going deeper.

- Thank you. - You're welcome.

- Hello? - Hello.

- [Moshad] Hi, hi Gary, my name is Moshad,

and like what you said,

80% of your content today is more or less on YouTube,

that's that 30% I kind of absorb,

I actually collected this box for my mom,

but firstly, I wanna tell you,

I'm actually gonna quit my job to do something like

DRock or Word of Mouth Marketing Company,

but before I pass this on to my mom,

is that your new K-Swiss shoes, that's my question.

- These are my new K-Swiss shoes.

- [Moshad] Alright, awesome,

awesome, awesome, thanks.

- [Camillia] Hi, Gary, I'm Camillia.

- Hey, Camillia. - My son got me onto you.

I didn't even know you were around.

- Thanks a lot, Camillia.

(audience laughing)

I'm kidding. - Sorry about that.

Well, I. - Good news,

99% of people don't, so, go ahead.

- [Camillia] It's okay, the word is getting around.

- They will. - Right.

I'm a WOMologist, and a lot of people ask me what I do,

I'm actually a specialist in word of mouth marketing.

- Word of mouth.

- [Camillia] Word of mouth, offline,

because I'm not an online person.

I've never been, and, but he's gonna get me on it

because of you, okay, so, thank you for that.

- Thank you.

- [Camillia] But, what do you call it,

it has always been a stigma that for many entrepreneurs

that word of mouth marketing is a very weak activity,

and yet, a lot of, what do you call it,

material says that it is the most powerful

form of marketing, and I took it on.

For the last four years, I did research,

I started a business group for it,

and I found out why it was the most powerful.

But my question to you would be

where do you see it in the next three to five years?

How does, how would it grow, how would it evolve?

Word of mouth marketing in the market,

especially for entrepreneurs.

- So, word of mouth marketing is what social media is.

- [Camillia] Right.

- All that social media is,

is the plumbing and infrastructure

that has created word of mouth marketing

to hit the scale that it's always had

in the invisible nature of the conversations

that we have with each other in real life.

So, even my first book that put me on to the world,

Crush It!, that I wrote in 2008,

most of it refers to word of mouth,

and then the book I wrote in 2011, Thank You Economy,

is basically just about word of mouth marketing.

It's about being extraordinary

to force word of mouth marketing.

I believe nothing sells product and services

more than another human being to another human being.

Where it lives, I think will continue

to go into this device,

not us talking, and I think that's great.

I think too many people want us to talk to each other,

so I find platforms fascinating.

I find it fascinating that we put a pen and paper,

somebody writing a letter, today,

as this incredibly great gesture,

even though we do it on here all the time.

We're putting pen and paper on a pedestal,

not the words that we're exchanging with each other.

And so, I think word of mouth marketing

is basically the old school term for social media.

I'm a buyer, to the end of time.

Until the robots kill us, I'm a fan.

(Camillia laughing)

- [Camillia] Thank you, Gary.

- You're welcome. - Thank you.

(Gary laughing)

- Nice pass.

How are you? - Hi, how are you?

Okay, I have this question, okay, first of all,

I've been following you for a few years now,

I think back from 2014, and you completely changed my life,

and how I operated my business.

It was really tiny back then,

but we managed to have really healthy growth

year after year, thanks to you.

- Thank you, thanks to you.

- [Woman] And the question is,

we're at a point where

we're in that crossroad

where we have to decide where we want

to either grow organically,

or we also have the option to grow rapidly, as well,

because we have interest.

- And if you grow rapidly, you have to take investment?

- [Woman] Yeah, because we have interested parties

wanting to offer that to us, as well, and.

- Do you own the business?

- Yes. - 100%?

- [Woman] So, that's the thing.

I'm, I just wanted to hear your take in that,

like, if you have options to grow.

- Do you own the business 100%?

- [Woman] Yes.

- Do you wanna have a boss?

- [Woman] Not, it depends, it depends on the angle,

because I do have a certain angle that I want to get to,

so I'm just, I just wanted to hear your take in this of,

do you, how do you feel about growing consistently,

organically, on your own, but it'll take really long time,

and somebody else might come in

and take away the opportunity, and.

- Do you believe that?

- [Woman] You never know.

I feel like I have a certain value to offer,

and there's nothing like it at this point,

so I feel like I have that certain value,

and I have that following,

I have the trust and the loyal of our customers, as well.

- If you can raise capital to speed up your process

and to create bigger distance between somebody copying you,

that's meaningful, and you don't give up control,

it's a worthwhile debate.

80% of 100 million's better than 100% of 40 million

from a dollar standpoint.

Just don't think that just 'cause you sold off

20% of your company doesn't mean

that you're not gonna be held accountable.

Let me give you an example.

When AJ and I sold a piece of VaynerMedia to Stephen Ross,

one of the things that I made required

is that I never had to have a meeting

to tell them how the business was doing.

- [Woman] Alright.

- You like that?

- [Audience] Yeah!

- It's a good one, right?

Now, he was worth eight billion dollars,

so he could give a crap ass.

You need to make sure, whether you sell 1%,

you could sell 1% of your company,

and that investor might take up

a disproportionate amount of your time.

The biggest issue is time

when you sell a piece of your company.

Do you really wanna prep for an entire week

every 90 days for an investor meeting

so you can justify your behavior?

- [Woman] Yeah, but the thing is,

I'm quite keen on taking that offer,

because it's much more of a strategy partnership

that will bring up value to me.

- So let's talk about that for a minute.

Is it a human or is it a company?

- [Woman] Both.

Because, it's a company, yeah.

- Is the human that you're excited about

being a strategic value prop to you an employee

of the company or owns the company?

- [Woman] Owns the company.

- Okay.

So you feel you'll get value from this individual?

- [Woman] Yeah, both sides,

because they wanted to invest because they wanted

to have us under their property as well.

- Sure. - 'Cause that could bring

certain value to them, as well,

so that's why they want it, so.

- Of course. - Yeah.

- How, I mean, you know,

as you can see, as we're digging,

there's no right answer to this question.

- [Woman] Yeah, there's no right at all, yeah.

- I think the question becomes how comfortable

you feel with them.

I think you need to make sure you over talk expectations.

Young entrepreneurs often make the mistake

of only seeing the good side of an investment.

And there's, nobody's giving you lots

of money 'cause they think you're awesome.

And so, you just need to be thoughtful.

The amount of people that I've seen raise capital

when they didn't need to and it destroyed their business,

is more than I'd like to say.

At the same token,

there's a ton of people who would have failed

and gone out of business without a strategic investment,

and then it turned into a huge success.

Here's what I would say.

Everything that's in your stomach

that you wanna ask and talk about,

do it before you sign that contract.

That's the mistake.

You sit on two or three things that you just

think will work themselves out,

bring them to the forefront.

- Okay. - Make sense?

- Yeah, it makes sense. - I'm sure there's one

to two things that are in your head.

- [Woman] Yeah, a few things,

like you were saying there's no right or wrong,

it's just, I have a certain angle

that I wanted to get to, and.

- What does angle mean?

Dollar amount?

- [Woman] No, no, no.

It's in, itself, the impact of the company

that I wanted to, because the kind of impact I wanted

to get, I wanted to have that certain impact,

the level that I wanted to have it, I need a partner.

And that's what.

- Can I ask you a question? - Yeah.

- The impact that you want the company to have,

could you get to that impact 11 years from now?

- [Woman] Yeah.

- So, then you have to ask yourself,

are you trying to get to the impact sooner,

and you're putting that as a romantic

point of view in your head,

and are you giving up too much to get there sooner,

because it's just one bigger version of patience,

this is why I'm pounding patience down people's throats.

And more importantly, is this impact real,

or is it manifested in your head as a romantic thing,

you know, you gotta think about those things.

- [Woman] No, it's real, because the thing is,

with our company, we're super engaged, because,

customers and our followers, they don't see us as brands,

they see us as a friend.

So, that's how we built, like.

- Be careful, because, at scale,

that tends to go away. - Yeah, I get that, yeah.

That's the thing,

we have to have a certain balance somewhat,

yeah, as we scale.

- That was probably the thing that scared me the most,

because,

if that's how your consumers feel,

it's almost impossible for somebody investing in you

to being comfortable with you doing the behavior

that makes that 100% pure.

They are thinking about the scale of that,

which then dilutes the energy of that.

- [Woman] It's not my voice, it's the company's voice.

So, they don't see the brand as a person,

it's just, they feel like-- - I understand.

- Yeah, yeah. - I understand.

- [Woman] When they see the, like,

the people that runs this company has a certain value

that they resonate to, so, yeah.

- Let me ask one last question, and we'll move on.

Does the investor have any say after the transaction?

- [Woman] No, not really.

- Good, then do it.

- [Woman] Yeah, alright.

(audience laughing)

- But just make sure you define the not really part.

- [Woman] Yeah, because, no,

because they do have a certain,

they, based on the conversations that we have,

they do wanted to offer advice,

try to bring up a certain value for us,

but, Gary Vee, ultimately, it's still my decision,

'cause that's what they, they told.

- Ownership. - Yeah.

- Good luck. - Thank you so much.

- You're welcome.

Did we lose it?

There we go.

- [Shawn] Hi, Gary.

- How are you?

- [Shawn] I'm good, I'm good, and yourself?

Okay, I'm Shawn, I'm a digital marketer from Malaysia.

First off, I took your advice,

and I started vlogging not too long ago,

and I'm already seeing work,

doors that I could never imagine are starting

to open for me, and I only have you to thank you for that.

I have a two part question,

first, my father owns a traditional billboard business

with about 1,000 sites, mostly along the highway.

I'm persuading him to invest into it digitally,

I don't work for his business yet,

but I assume I will in the future.

Given your expertise,

if we became partners today in this business,

how would you focus your resources,

and what would you, what would your first steps be?

- What kind of business is it?

- [Shawn] A traditional billboard business.

- Traditional what? - Billboard.

- Billboard. - Yeah.

- So, your dad owns billboards.

- [Shawn] Yes, 1,000 sites along the highway.

- Which is rad, is it, are they digital?

- [Shawn] No.

It's too early. - So,

I would probably make the capital invest,

if I took over my dad's business or became his partner,

I'd probably take the capital risk up front

to take them digital,

'cause I think that's gonna be required

to get the value out of that outdoor.

I would also look to diversify,

'cause I'd be too fearful, you're a young dude,

I'm too fearful about self-driving cars

and all the things that happen over the next

20, 30 years that would disproportionately

decrease the value of the asset that you have.

So, my intuition is that I would diversify,

I would either sell off half the boards

and then put it into building a media company,

or I would reinvest all the profits each year

into building some sort of digital complement

to a traditional product like that.

- [Shawn] Okay, got it.

The second part to the question is

as an extension to my vlogging,

I plan to start a series of interview videos

of podcast sessions with people within the same field

to talk about what they do,

and I was wondering, this is, starting my luck here,

would be my first guest to officiate this?

- So, I won't, but.

- [Shawn] Ouch, see, that hurts.

- But, if you do 15 episodes, I'll be your 16th.

- [Shawn] Okay.

I already have 22.

- What's that?

- [Shawn] I started my vlog, like, 22 episodes,

but I will start 15 interviews after that,

and you'll be my 16th?

- You've done 22 vlog episodes.

- [Shawn] Vlogs.

- But if I was listening carefully,

you asked me to be a guest on your new podcast.

- [Shawn] Right, okay, got it.

- So, that, I'll wait 'til I'm the 16th.

- [Shawn] Got it, thank you very much.

- You're welcome.

- Hello? - Hello.

- [Terrance] Yeah, hi, Gary, my name is Terrance,

and I'm 20 this year.

So, just one question for you,

I've been listening to you for about a year now,

and I'm just trying to figure out,

as a 20 year old without any experience

in my parents' business,

I've wanted to build a video, a blog,

an audio podcast, but I don't have the experience

to actually do it.

So, which answer should I focus on,

building up the experience in a business,

or should I go direct to help market a company?

- Well, listen, if you started a podcast and a video blog

about being experienced in the craft,

that would be bad,

faking it.

But if your podcast was about

the experience of learning the craft,

you'd probably have a lot of 20 year olds following you.

So, I don't think it's about getting the experience,

when I talk about I built a business for 15 years

before I came out, right?

I say that because that's what happened,

but I have a funny feeling if the internet was around

when I was a kid, like this,

I might have started documenting my journey right away.

I just wouldn't be walking around

like I was a business building guy,

I would be talking about being a young,

ambitious guy who used to sell baseball cards

and now I'm about to do it for wine,

and I would take people along with my journey,

that's my biggest problem with people

that don't have experience, they're lying.

They're lying that they're business experts,

or my favorite, you're a 20 year old life coach.

'Cause, you know, you've lived life.

So, to me, I think you can start the podcast

and the video blog, I mean, I wish I did that,

because I, there was, I probably cried, cried,

50 times in the first 10 years that I worked with my dad,

'cause they were very painful fights.

And that would have been incredible content

that I wish you guys could watch

if you're in a family business, because it turned out okay,

and it would have been really cool

to see how that happened and why,

and how I was able to give more than I took,

and how I loved my dad more than the money,

and how I thought about what I could do

in my 30s and 40s and it's okay to lose in my 20s,

but I wouldn't have walked around and said

I was a marketing genius because I thought I was gonna be.

- [Terrance] Yeah.

So, start documenting my journey to becoming a businessman?

- Hell yeah.

- [Terrance] Got it.

- If you think that's interesting.

Maybe you're not comfortable enough in your own skin

to talk about all the failures,

which is the most interesting part

of documenting being a 20 year old businessman.

But if you are,

there's some people that are gonna listen.

The truth always wins, my friend.

That's all you need to know.

- [Terrance] Alright.

Can I get a hug?

- A hug? - Yeah.

- Sure!

- [Terrance] Awesome!

(everyone cheering)

- [Gary] Are we gonna take a picture of the hug?

(audience laughing)

- Let's start a vlog now, okay.

So, my journey to becoming a businessman.

- He's liar, he said he was gonna do a hug,

and now he's doing a vlog. - Okay, okay,

I'm sorry!

(audience laughing)

Thank you so much, Gary.

- You're welcome, you're welcome.

Alright, after this question, let's send it over there,

'cause they're about to start a coup.

Go ahead.

- [Man] Thank you, Gary,

I flew in from Malaysia to see you.

- Thank you. - Okay.

So, okay, I am a little bit of confused right now

in our business, because, we're in the hosting business.

- Hosting? - Yes.

- Hosting websites.

- Not only websites. - Right.

- But several hosting. - Understood.

- [Man] Kind of services.

So, when we are saying, because Google, Amazon,

IBM, all the big giant out there,

and when you're saying marketing budget,

we can't compete.

- No way. - And if

we can't afford the content, the blogs, the video,

they are everywhere, so,

do you have any advice for this?

- Well, who, who's using you now?

- [Man] Okay.

What we are doing is-- - How many customers

do you have?

- [Man] Okay, about 500.

- Okay, great, so we have a great situation here.

The first thing that, if I was your new partner,

and I was brought in to do the marketing as the partner,

the first thing I would do is figure out why

those 500 people are using us,

and then that would be the content that I would distribute.

Don't ever mistake money as a competitive advantage.

Because plenty of big companies throw money

directly in the trash.

So, there's a reason 500 people are using you.

Now, it may be that you're very good at DR

and intent based marketing and you're winning on

Google AdWords, I don't know,

then, after I figure out why you have 500 customers,

then I would ask you the next question,

which is, how long have you been in business?

- [Man] About five years.

- Great, and how many customers do you have

that have been with you for three years or more?

- [Man] I do not have the exact numbers,

but I guess it's somewhere about 50.

- Great, then I would survey them.

And listen, they may stay with you because it's passive,

once you're on a server, you don't wanna mess it,

but I would look for the insight.

Is it the homegrown, you know, high touch, small,

I don't know, but once I understood why people

were coming to us and staying with us,

I would make all my communication around that.

I'm never worried about who's got more money.

When I had a liquor store doing three million dollars

a year, 10% gross profit, 300,000 before expenses,

my marketing budget in year one was $14,000.

For the year.

And https://www.wine.com, the first version,

raised $130 million.

The amount of days that I spent worry about them

was this.

Fuck Google.

- [Man] (laughing) Okay.

So, essentially what you're saying is when

I'm going to look into the insights,

and the next step, still content marketing, is it?

- Content always, so, are you doing conversion based,

like, is that how you're getting your customers?

- [Man] Okay, we are just ranked organically on Google,

and recently, we started blogging.

So, that's what we are really doing,

is a little bit of Google AdWords and Facebook marketing,

but they don't really work so well for us.

- Have you done Facebook ads against

employees of companies that you wanna get on?

- [Man] Sorry, I don't get that meaning.

- When you run a Facebook ad, you have to target it.

It's not putting a piece of content and hitting boost,

that's 17 years ago.

It's making a piece of content and targeting

who you wanna reach.

Do you do the marketing?

- [Man] Yes, I'm the one who,

doing it, yeah. - Good.

So, when you've done Facebook,

you said it doesn't work for you.

When you post it, are you running ads against the content?

- [Man] No, we do it directly to the landing page.

- I understand, but when you post it in Facebook,

are you just posting it organically

to the 30 fans you have?

- [Man] No, we run ads, certainly.

- Good, who are you targeting?

- [Man] Okay, we figure out who are our customers,

so, okay, one of the major customer is the Forex Trader.

- Is the what? - Forex Trader.

- Okay. - Because they run robots.

Okay, they use our service, so,

we target exactly what that ad interest are,

the Forex signal, the MetaTrader 4, those kind of thing,

but they-- - Have you,

have you,

have you done influencer marketing on Instagram

since so many of those Forex people

wanna build personal brands?

- [Man] That's the next step I'm going to do,

after listening what.

- You should definitely pay all these characters

that think they're building a personal brand in Forex,

and I would do sponsorships with them as human beings.

It's gonna work.

- [Man] Okay.

- Good.

- Alright, thank you. - You got it.

(audience applauding)

Pass it over there, okay, this guy stole it.

He broke the rule.

- [Yurt] I, I've actually tried to contact DRock

and the whole thing, Gary Vee,

and of course I know that you're coming,

but I volunteered to actually be the personal

Uber and tour guide to tour you around Singapore,

but I didn't get a reply, similarly to audience before.

- DRock's a really bad guy.

- [Yurt] But Ben actually replied to me,

but he said no, but it's okay, but I still rented a car,

and I'm with the rented car today.

So, I have a few questions.

So, I'm actually a content creator, my name's Yurt, so,

I've met many businesses, especially in the FM BIM industry,

that still don't understand the importance of social media.

I know it's a simple no brainer to many people here,

but, can I ask you, what will you tell them,

in a one minute kind of pitch to tell them

the importance of-- - Let me give you

a good piece of advice.

- [Yurt] Thank you.

- Never sell the unsellable.

I would tell them that it works better

than anything in the world,

and then if that took more than a couple of minutes,

I would go knock on the next door.

The biggest problem is, guys and gals like you and I,

we get caught up in trying to convince somebody.

I've never spent a minute trying

to convince somebody of anything.

We're in a place where a lot of people still

don't know that this works,

or they ran one Facebook ad and it didn't work,

and now they've decided Facebook doesn't work.

My answer is I don't.

I don't try to convince people.

I tell them it works,

I tell them millions of businesses have

made it work for them,

and then I hope that they're interested in, if you,

are you trying to get people as clients?

- Yep. - Good.

There's unlimited clients.

- [Yurt] Got it.

- So, what too many people do is they dwell,

and they try to convince nine clients,

and that would have taken up the time

for them to ask for 500 other people if they were

interested, and they would have landed four clients

while they're waiting to get nine of them

to still debate with them on their fourth meeting,

trying to convince them.

Got it? - Got it.

And can I have one more request,

I actually bought one of your Jab, Jab, Jab, Right-Hook,

can I get a signature from you right now?

- You can if you pass it over to that section.

(audience laughing)

Anybody in that section.

- [Yurt] Pass it to them and come forward?

- Correct. - Awesome.

- Hello.

Go ahead, it'll start working.

Go ahead.

- [Woman] Yeah, I have a professional service firm.

I'm doing B2B market research,

I started interest in researching in TALON,

and then I expand into Indonesia in 2015.

- Hold on one second, go ahead.

- [Woman] And now it's time for me

to expand my business again.

But because I'm in the professional services,

when I have to expand my business,

I also have to add accounts.

And I actually prioritized two options for me right now.

The first option for me is to expand into Vietnam,

and the second option is to,

you are pay, okay,

the second option is to start a tech startup.

- What?

- [Woman] A tech startup.

- Why is that your second option?

- [Woman] Because I think it's a big opportunity,

and it's the area that many clients are focused,

it's the pinpoint, and nobody has actually looked into that.

- Okay, if you start the tech company,

are you gonna bring in a tech co-founder?

- [Woman] Yes.

- And give them 50% of the business?

- [Woman] No.

- Okay, so let me tell you the most fascinating thing

when people decide to go from something

linear to a tech company.

They wanna do a tech company,

and usually they hire somebody to build the tech,

'cause they don't wanna give up any of the equity.

This is the number one mistake that entrepreneurs make

when they go into the tech business.

They hire a firm because they don't wanna give up equity,

but when you're in the tech business,

you're in the tech business,

and you better have a real tech partner,

and unless your tech partner has minimumly 20%,

up to 50%, they're not gonna care enough,

and you also have to understand that they

have disproportionate leverage,

because they're the tech co-founder in a tech company.

- [Woman] You mean if I have to give them

half of the shares to make it work?

- I would tell you that you don't have to,

but I have seen an unbelievable amount

call it, now, maybe 5,000 businesses

in the last 10 years that have gone from I do this,

but now I'm gonna do this tech product,

'cause I see the pain in my business,

I'm gonna hire this little firm to build my app

or product, or I'm gonna have a CTO,

but I'm gonna pay her or him

and I'm not gonna give them equity,

and what most people don't understand when they

go into the tech business and build a tech product,

they're at the mercy of the tech.

Tech is great on paper.

It's a very different business when you're actually in it.

So I just wanna make sure,

and the reason I'm going down this path,

is I wanna make sure that you realize

that if you're going in the tech business,

you're gonna lose the leverage.

Unless you're a developer.

Does that make sense?

- [Woman] So, as a professional service company,

is there any other option to scale the business?

- Yeah, so, I think if you're gonna build a tech platform,

that's a great way to scale the business,

I just wanna make sure you're going in eyes wide open,

that you're going into a totally different business.

Building a tech platform in any professional service

is completely different than being

in the professional service business.

Right, having an agency that builds websites

for clients is very different than starting WordPress.

So, I'm cool with it,

as long as you really know what you're going into,

and I've just seen too many people lose their first business

by trying to build a scalable business,

when they have no idea what they're actually going into.

And I'm just trying to make sure you wrapped

your head around, I'm now in the tech business,

servicing the professional service industry

that I know well, which means that you do not

have the leverage anymore,

the architect and executor of the tech

does, 'cause what if they build something for a year

or two and then they leave?

Like, it's very important you get there.

Or, you go into another market, right?

Which is more of what you know,

other than you have to contextualize the market

that you're now in.

Both are viable, just don't be naive about the first one,

because most people are.

- [Woman] Yeah, but it had been something in my mind

for so long time, I wanted to do it so many times,

and I actually went to a master degree in

big data analytics to learn how to code,

so that I could start it. - That helps.

- [Woman] It helps, it's actually give me a very good

connection the right tech guys that I should.

- [Gary] I love that.

- [Woman] I should partner with them.

- [Gary] Okay, so let's go back to the open,

now that I have that data,

you're debating between expansion to a new market

or building the product?

- [Woman] Right.

- [Gary] And it seems like if you don't build the product,

you'll always regret it?

- [Woman] Yes.

- [Gary] So, let me give you a good piece of advice.

I'd rather you be broke than be regretful.

- [Woman] I don't want to regret.

I just wanna do it.

It's like, no matter what, no lie,

my choice already go to, like, building a tech product,

I already make decision,

I just wanted to hear what other

people would think about, because.

- [Gary] Why?

- [Woman] Because, it's like.

- [Gary] Who gives a shit about my opinion?

You've already made the decision.

- [Woman] Yeah, but at least you can give me

a good perspective on which I should be careful about.

- [Gary] I'll give you a good perspective,

I 100% believe in building the tech product.

- [Woman] Okay, you just confirmed my decision,

thank you so much.

(audience laughing)

- [Woman] First things first, thank you very much, Gary Vee.

You really, really changed my life.

The first time I actually saw your video

was the 5 Minute Plea To Do.

Prior to that, I've been giving myself

a lot of excuses for failing and for not taking action

and for procrastinating, but after I saw that video,

I went 100%, 200% into just focusing on doing.

Now, my question is, as a freelance digital marketer,

I face this challenge of getting a lot of information,

and having to keep myself up to date on

what's happening on each and every one of the platform

in order to deliver a lot of value

to my customers, and so on.

So, how do you actually do that,

how do you stay on top of things, and yet, deliver value?

- By working a lot.

(audience laughing)

- [Woman] So, how do you manage that,

within 24 hours a day, how do you split your time,

do you organize, do you systemize, what do you do?

- I'm definitely not organized.

I, this is the biggest reason I built my personal brand,

the number one reason, to stay being a practitioner.

I don't have the luxury of reading a headline

about Instagram Stories or Snapchat filters

or Facebook Live without using it,

because I have too much to gain on that side,

so it's a self-fulfilling prophecy, right?

I built my brand by being a practitioner,

which makes me a better strategist,

which makes VaynerMedia better,

and it just keeps feeding each other.

So, A, have you started building your own profile,

are you interested in that, or no?

- [Woman] Yes, I am.

- That would be my biggest advice.

Every time you see something new,

make sure you build a profile on everything,

and then every time you hear a new feature,

use it immediately, which will then systematically

make you a very good strategist.

You know, and then the other thing I would tell you,

is don't beat yourself up.

You need time for your family, you need vacation time,

you don't have to hustle like Gary Vee,

don't beat yourself up.

Do the best you can.

I don't know everything about everything.

I probably know a lot more about a lot

of this stuff than most people,

but you don't have to be everything to everything,

you just have to be better than the next girl.

Do you know what I mean?

What people make a huge mistake about

is they create a fake standard in their head.

The way to win in business

is the same way to win in sports.

You just have to be a little bit faster than the other guy.

Right, I don't have to be <