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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,