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  • (crowd cheering)

  • - Thank you so much.

  • First thing I wanna say is I love you back.

  • (crowd cheering)

  • Sit, sit, sit.

  • First thing I wanna say is clearly my mother snuck in here,

  • because that fucking intro was ridiculous.

  • I'm sorry you had to sit through that.

  • Fuck.

  • Jesus.

  • I'll get to it.

  • I'll get to it.

  • I don't have unlimited time, so I wanna get right into it.

  • A couple things I wanna talk about.

  • First and foremost, I am so fired up to be here.

  • I've never spoken in this market,

  • so thank you so much for the warm welcome.

  • (crowd cheering)

  • To be very frank, the thing that I'm thinking most about,

  • when I think about the lineup of speakers,

  • is why are you here.

  • To me, when you speak, what matters most

  • is can you bring value to the audience.

  • So I've been thinking quite a bit about this speech

  • of like what can I really touch on

  • that isn't available for free online,

  • that isn't something you've seen or heard before

  • and the reality is

  • is that's a difficult challenge

  • in a world where, very honestly,

  • there's not a lot that I believe in.

  • There's only four to six to nine things

  • that I really trade on

  • and those are the things that I wanna really reinforce.

  • First and foremost, the biggest thing

  • that I wanna make sure that everybody understands

  • more than anything ...

  • I just had a really fun strategy session

  • with a bunch of people

  • and when I think about what it was

  • that we just talked about for the last couple hours

  • is the fact of the matter is I truly believe

  • that every single person here today,

  • including myself, are grossly underestimating

  • how special today is,

  • how special this era of the internet at maturity is,

  • how special the opportunity is.

  • What is remarkable to me this morning

  • is that there is never ...

  • And I mean this.

  • Now, if you are somebody who watches

  • cable news all day, you may not agree with me,

  • but it is my absolute deep belief

  • that this is the absolute greatest era

  • to be alive in the human race.

  • (crowd cheering)

  • And I'll tell you why.

  • This internet thing,

  • it's bigger than you think.

  • This internet thing,

  • when you're older,

  • when our great, great grandkids judge us

  • and how we navigated through this era,

  • this internet thing is a much bigger deal

  • than we've been able to comprehend.

  • The internet, not Facebook, not social media,

  • not Instagram, not podcasting,

  • the internet is the single biggest invention

  • that has ever happened to the human race

  • and we, being in it

  • in the first couple decades of it,

  • are struggling to understand how big of a deal it is.

  • What I am completely fucking blown away by

  • is that there is nobody

  • and I mean nobody

  • who is a gatekeeper to the game anymore.

  • What is amazing to me

  • is that our great, great grandparents;

  • our great grandparents and our grandparents would laugh

  • at the shit that we cry about.

  • The amount of people

  • that get upset that Instagram and Facebook

  • changed their algorithm and cry about is fucking ludicrous.

  • It's free.

  • Facebook and Instagram are free

  • and we sit and cry about the change in the algorithm.

  • Here's where I'm at.

  • For this entire room,

  • the one thing that connects all of us,

  • whether you're an entrepreneur,

  • whether you work somewhere,

  • whether you're fucking thrilled,

  • whether you're devastated,

  • the one thing that connects all of us

  • is that for us to take the step

  • in what we're trying to achieve,

  • whether it's financial, whether it's legacy,

  • whatever it may be, the one thing

  • that connects us is we have to trade on attention.

  • The thing that I desperately want everybody

  • to leave this talk with

  • is understanding that attention

  • is just like real estate

  • and that attention

  • is the gateway drug to everything you want, period.

  • Before you can tell me how great you are,

  • how awesome what you're selling is,

  • you need my attention.

  • Before you can tell me anything,

  • you need my attention.

  • What everybody in this room needs to wrap their head around

  • is that this device owns the attention of our society.

  • You may be upset about it;

  • you might be sad that when you go out,

  • people aren't talking to each other;

  • you can do whatever the fuck you want,

  • it doesn't change the fact that this

  • has the attention

  • and if you are sitting in this room today

  • and you have not figured out how to put written words,

  • audio or video into the platforms that sit on top of this,

  • you are fundamentally irrelevant.

  • (audience cheering)

  • So

  • when you think about sitting here and standing here,

  • look, I have no interest in inspiring you for an hour

  • and getting you pumped and then next Thursday

  • you don't do shit about it.

  • That's not interesting to me.

  • I'll be very frank,

  • even with all these faces in the audience,

  • I'm looking for one person

  • who understands that this is such a remarkable time

  • and that you need to go harder at it.

  • Let me tell you ...

  • Let me tell you ...

  • Let me tell you the thing that upset me most in my intro.

  • I'm extremely proud, maybe more than anything,

  • that I went into my family business

  • and built my family business for my family.

  • I'm proud.

  • I love when people try to raz on me,

  • easy for you, you were handed three million dollars,

  • when they don't know my story.

  • What I was handed was my dad had a liquor store

  • doing 3 million dollars a year on 10% profit.

  • What I did was worked my face off 17 hours a day,

  • from 22 to 34, building my dad's business for my dad

  • and my mom and at 34 years old,

  • I left Wine Library day to day

  • with 0% equity in Wine Library

  • and no money in my bank.

  • That's what I did.

  • (audience cheering)

  • I'm proud.

  • If you're a child of an immigrant or great parents,

  • nothing is better than settling the score with your parents.

  • You can't zoom in, but the goosebumps,

  • can you just confirm this.

  • Real fucking goosebumps.

  • The best.

  • Meanwhile, when the intro came up,

  • the gentleman said, "He grew his dad's business

  • "from 4 to 60 million."

  • True.

  • Nice solid accomplishment,

  • also my greatest regret.

  • If I could do it again, businesswise,

  • I would have built Wine Library

  • from a 4 to a 250 million dollar business,

  • in that same time.

  • Let me tell you why and let me tell you

  • why it's the only thing you need to pay attention to

  • in my entire talk.

  • Let me break this down.

  • Get your fucking attention up right now.

  • I don't know if you like taking notes.

  • I don't know how you like to consume it,

  • but I promise you what I'm going to explain

  • for the next three minutes is the fucking game right now.

  • I

  • built my dad's business from 4 to 60 million dollars

  • with no money.

  • The business was doing 4 million dollars,

  • 400,000 in profit before expenses.

  • We literally had no money.

  • You pay people, you pay your rent,

  • like nothing.

  • My first year marketing budget

  • in building Wine Library was $14,000

  • for the year

  • in marketing.

  • I was able to build it

  • in such a big way for three core reasons.

  • In 1996, nobody had a website.

  • That was a good idea.

  • Number two: I started an email newsletter.

  • For the youngsters in here, it's hard to understand,

  • but you have to understand people didn't even know

  • their own email when they would come into the wine store.

  • I'd ask them, "You wanna be in the email list?"

  • They'd be like, "Yeah."

  • I'm like, "What's your email?"

  • They're like, "aol@yahoo.com".

  • I'm like, "No fucker."

  • (audience laughing)

  • This was early.

  • This was early.

  • But I started and email newsletter.

  • How many people here have done

  • email marketing in their career.

  • Raise your hand.

  • I had 91% open rates on my newsletter in 1997 and 8.

  • Why?

  • Not because it was such good content.

  • All it said was buy this fucking Merlot.

  • It was because nobody else was emailing

  • and I bought that real estate cheap,

  • because nobody else was doing it.

  • And then the final point of

  • why I really exploded my business

  • was the day that Google AdWords came out,

  • I bought Google AdWords for my dad's business,

  • so I was the first result for wine

  • and cabernet and Napa Valley.

  • And while everyone else was doing direct mail

  • and advertising in magazines and radio,

  • I was winning Google, which went on to become Google.

  • Got it?

  • Let me now explain to you the number one mistake

  • every person in this audience is making right now,

  • including me, who's supposed to be fancy at this.

  • Every person in this place

  • is not producing enough content for social media

  • and is not spending enough money on social media ads.

  • Every person in here is not producing enough content

  • and not spending enough ad money on social media.

  • Because you have to understand what's about to happen.

  • Let me explain it real simple.

  • Right now, buying ads on Instagram and Facebook,

  • which is something everybody in here should be doing

  • at scale ...

  • And please

  • don't be that person who has run Facebook and Instagram ads

  • and not gotten results and deemed it not working.

  • The ROI of a basketball, to me, is zero.

  • The ROI of a basketball to Lebron is billions of dollars.

  • Let's be honest with each other.

  • How many people here have run

  • Facebook or Instagram ads and it hasn't worked.

  • Raise you hand.

  • Actually stand up.

  • I want everybody to see this.

  • Don't be lazy.

  • Do this for everybody.

  • Watch this.

  • Keep going.

  • Don't sit down yet.

  • Everybody look around.

  • All these people suck.

  • (audience laughing)

  • I'm kidding; I'm kidding.

  • Sit down; sit down.

  • Guys,

  • please understand this truth.

  • Everybody that stood up,

  • and I'm not joking,

  • you haven't made Instagram and Facebook ads work for you,

  • because you either hired somebody who's not good at

  • or you're not good at it.

  • This debate is not a debate.

  • They work and they work so well

  • that it's scary,

  • so scary that the fucking founder

  • has to sit in from of Congress.

  • (audience laughing)

  • Seriously.

  • I'm laughing at people.

  • People go out to dinner with me,

  • old CEOs, and yell at me for the first 30 minutes

  • that Facebook's killing our democracy

  • and then the next 30 minutes

  • tell me that it doesn't sell shit.

  • Like everybody's so scared of it,

  • yet you don't think it works to sell shit.

  • Guys, this is the most powerful ad product

  • we have seen since the early days of television commercials.

  • So when I see that many people stand,

  • please get educated.

  • You have to understand why it's so awesome.

  • You can run 25 and 50 dollars at a time,

  • to get a sense of if it's working.

  • Also, the biggest mistake in this room

  • is you're confused

  • between the business of branding and selling.

  • The number one basic issue in business right now

  • that I've been blown away by, because it came natural to me

  • and I'm like oh fuck, wait a minute,

  • people are confusing branding and selling.

  • The amount of people that just stood

  • that it didn't work for,

  • they spent money to make a transaction.

  • It didn't happen.

  • They stood up and said it didn't work.

  • What they don't realize is

  • first of all the creative is the variable.

  • If I stand up here today, I've got all of your attention.

  • That's a victory.

  • If this keynote sucks shits, I've accomplished nothing,

  • I've accomplished negative impact.

  • If you're disappointed of like, eh, he's not that good live;

  • eh, he's stupid; eh, eh, I lost.

  • This was a waste of time.

  • That's just like an ad.

  • You can get in front of me

  • at a good price, but if you're trying to sell me too hard

  • and you come off like a douchebag,

  • you've lost.

  • If you haven't convinced me

  • why your banana jelly is better than somebody ...

  • Jesus Christ, where does this shit come from?

  • (audience laughing)

  • What the fuck is banana jelly?

  • Somebody's gonna start a fucking banana jelly company here,

  • I know it.

  • If you haven't convinced me that your banana jelly

  • is better than my competitor's banana jelly,

  • then you're not gonna buy it.

  • Please understand this.

  • Let me break it down very simply.

  • It's why I set it up as the most important thing.

  • Everybody here needs to spend money,

  • whether you're a lawyer, financial advisor,

  • sports trainer, nutritionist,

  • if your company paves peoples' fucking driveways,

  • you need to run Facebook and Instagram ads.

  • It is the most underpriced attention in our society

  • and let me tell you why.

  • As I stand here today and regret

  • not spending more money on Google AdWords,

  • everybody in here will regret; in four years, I promise you,

  • if nothing else, I'm being very selfish right now

  • in this advice.

  • I'm being very selfish.

  • I'm making a very big deal

  • that you're not spending enough money in this platform,

  • because I want you to remember in four years,

  • when you don't spend enough money in this platform

  • and you actually have your eureka moment

  • and realize how right I was, I want you to remember,

  • fuck, I should have listened to Gary Vee in Florida.

  • Right now, Facebook and Instagram ads

  • run between three and eight dollar CPMs.

  • Between 3 and 8 dollars,

  • you can get in front of 1,000 peoples' screens.

  • Not 1,000 see it.

  • You know how you roll through your screen.

  • Over the next five years,

  • when the biggest companies in the world

  • like Nike and BMW and IBM, when they really realize

  • how bad television commercials are

  • and how good this is, they're gonna pour their money in.

  • What is gonna happen?

  • The same shit that happened to me on Google.

  • I used to buy the word and wine and cabernet

  • and pinot noir for five cents a click.

  • Now it's 4 and 11 and 18 dollars a click.

  • That shit ads up.

  • At the same token, the way the ads work is gonna decline.

  • In the beginning, when I was

  • running Facebook and Instagram three years ago,

  • it did better than it does now,

  • because you're getting more shit now

  • and you're starting to tune it out.

  • Open rates on email went from 90% to 30%.

  • This is one big game of cops and robbers.

  • This is one big game of cat and mouse.

  • When everybody here figures out that they should be doing it

  • and everybody does it, it becomes more noise

  • and that's the fucking game.

  • Right now, what you're doing with your allocation of content

  • and adspend on Facebook and Instagram

  • is the same thing that happens in real estate

  • when somebody knows they need to buy

  • or debated to buy something in an up and coming area,

  • they don't.

  • Their friends did.

  • It went up.

  • It happened.

  • Then they get sad.

  • They get another chance to invest for 150,000 more,

  • but because they fucked up and passed at 150,000 less,

  • they say no again.

  • Six months later it keeps blowing up.

  • Now it's up 300,000.

  • Now you're like fuck again,

  • because you passed twice.

  • This is the story of Uber for me.

  • I passed on Uber's angel round twice,

  • twice.

  • How many people have read or have Crush It, my first book.

  • (audience cheering)

  • If you go back and look at it,

  • I acknowledge, in the acknowledgements,

  • I than my family and one random person, Travis,

  • the cofounder or Uber.

  • That's it.

  • I passed on one of my best business friends' startup twice

  • at a $4 million valuation

  • and he was one of my best buds

  • and it went on to become Uber.

  • I was writing 25 and 50 thousand dollar checks back then.

  • If I wrote one of my normal checks back then

  • into Uber, that investment

  • would have paid me $400 million dollars.

  • I'm not sad.

  • I'm not.

  • I'm being dead serious.

  • I don't give a fuck about the money.

  • I give a fuck about the freedom of playing the game.

  • Understand if you're a true bred entrepreneur

  • in this audience,

  • you're not in it for the money.

  • You're in it for the game.

  • I actually love that I passed on Uber twice.

  • I'm being serious.

  • The quickest tell for me in five minutes,

  • when I hang with somebody,

  • if they're a true bred or if they're not

  • is are they in it for the game

  • or do they wanna buy a watch.

  • So

  • here's the story of Uber though.

  • I used to pass on investments.

  • They would blow up a little bit

  • and then I wouldn't invest again,

  • because I was salty, because I passed on it at 4

  • and now I didn't wanna put money on it at 60.

  • I learned that lesson and thank God,

  • because when Uber came back around I did invest in it,

  • not as early and as crazy, but I made a lot a lot of money

  • and made the right decision,

  • because I left my emotions out of the table.

  • Got it.

  • A lot of you are not going on social media harder,

  • because some of your friends have more followers

  • and you don't have the humility to start now

  • and start at a low base.

  • You're not doing it, because you tried it

  • and it's not worked in the past and you don't get it.

  • What is happening right now is very simple.

  • Attention is the only thing that matters,

  • for anything you try to do.

  • I was born in the Soviet Union.

  • Last night I hung out with

  • a bunch of great people from Venezuela.

  • (audience cheering)

  • Jesus.

  • (laughing)

  • This is actually fun.

  • Who's from Chicago.

  • (audience members cheering)

  • Who's from Sweden.

  • Forget it.

  • (audience laughing)

  • Who's from Texas.

  • (audience members cheering)

  • All right.

  • Jersey.

  • (audience members cheering)

  • Yeah.

  • All right.

  • Anyway.

  • - [Audience Member] Belarus.

  • - Belarus.

  • (audience members cheering)

  • - Grandpa.

  • (laughing)

  • My friends, I have very little to say.

  • Life is basic.

  • 99% of this audience

  • is doing shit, because they value

  • somebody else's opinion more than their own.

  • If I sat down with all of you one by one,

  • I could figure out every dumb thing you're doing

  • and trace it back to your doing it to impress somebody

  • or to prove somebody wrong.

  • It's the biggest mistake you can make

  • and if you leave here with anything,

  • the second you can get quiet in here

  • and stop worrying about the judgment of others,

  • the second shit starts actually happening.

  • That gets even harder in today's new world

  • of living publicly.

  • It's true.

  • I like the motivation of a chip on the shoulder.

  • I love that I post my report card

  • and I was ranked 243 out of 254 in my entire class

  • and I find it really fun and exciting

  • that my mission now is to create more wealth and success

  • than the rest of my fucking class combined.

  • But that shouldn't be the reason you do things.

  • So there's a couple things

  • I wanna break through in this meeting today.

  • Number one is why do you do what you do,

  • because way too many people are doing it

  • from a place of defense

  • and I'm trying to figure out every day

  • how to produce content or have a conversation

  • of getting you to do it for yourself,

  • for yourself.

  • How many people saw Rocky IV, the Russian one.

  • Super interesting and it has nothing to do

  • with the fact that I was born in Belarus

  • in the former Soviet Union.

  • It's a very different reason why I like this moment.

  • In the end of that movie, the most interesting part

  • is what Drago says after he lose.

  • Rocky wins and then they take the mic

  • and Rocky does the whole we can be friends shit,

  • which worked for a few minutes,

  • but what was way more important is what Drago said,

  • which is he said, "I didn't fight Rocky for this country.

  • "I fought him for myself."

  • And I was a young kid when that movie came out

  • and it has stuck with me forever.

  • Some of you consume my content

  • and know I talk a lot about

  • I don't care what you think about my losses.

  • My L is my L.

  • You're more than welcome to leave a comment and clown on me

  • when I fail on something, when something doesn't work out.

  • I have good news for you.

  • I don't give a fuck what you have to say.

  • (audience cheering)

  • In the session I just had, we were talking about this shit.

  • I was like, "Look", because I think Facebook and Instagram

  • is so underpriced that I want you to pour money into it,

  • I'm trying to convince people to sell their homes

  • and live in an apartment

  • and take the money and reinvest it in their business,

  • because nobody takes advantage of all six of their bedrooms,

  • when they buy a six bedroom home.

  • We live in three fucking rooms.

  • Everybody's doing shit for the outside.

  • You wear the clothes for the outside.

  • You floss,

  • you front

  • and it's the biggest fucking mistake you make.

  • I've been inside my own head for a long time,

  • on the back of really good parenting and circumstance.

  • The great advantage of being born

  • with nothing and being an immigrant

  • is you are told from the get

  • that you suck and you lost and that is the advantage.

  • The disadvantage is entitlement.

  • How many people here have kids.

  • Raise your hand.

  • Cool.

  • You wanna do a real favor for your kids?

  • Stop protecting them.

  • Eighth place trophies

  • leads to dumb shit.

  • Losing my whole life

  • is the greatest fucking thing that happened.

  • I cried every time.

  • My mom was happy about it.

  • This is a very simple binary game.

  • In life and in business, you are either

  • on the offense or you're on the defense.

  • Way too many of you are sitting here right now

  • and thinking you're in the middle.

  • There is no middle.

  • You're either going backwards or you're going forwards.

  • There's no fucking neutral in the way that we live this.

  • To me, education is the game,

  • but not the way it's packaged in our society today.

  • Fuck school the way we have it now.

  • Fuck it.

  • (audience cheering)

  • That doesn't mean education's not the game.

  • What did I do in the first seven minutes of my talk here?

  • I'm trying to educate.

  • Listen to me fuckers.

  • Listen carefully.

  • If you're not producing words, videos or pictures

  • for Instagram, Facebook, podcasting, YouTube, Linkedin,

  • in that world, you don't fucking exist

  • nor does your business.

  • Listen.

  • Listen

  • and do not have the wrong KPI.

  • It's not how many likes or followers you have.

  • I have a funny feeling here

  • if you got one follower and one like,

  • but what you were getting what you wanted

  • for the content you put out,

  • financially or emotionally, you'd be super happy.

  • Do not get caught up in the microgame of social.

  • People always roll up on me, they're like,

  • "I have a million followers."

  • I'm like, "So.

  • "What are you doing with that attention?

  • "What are you trying to accomplish and what is your goal?"

  • And by the way, you wanna make money, mazel tov?

  • You wanna change the world, mazel tov.

  • I have no interest in judging your ambition.

  • My interest is in are you relevant in May 2018.

  • Are you relevant in May 2018?"

  • People are always, "Gary V.,

  • "what's the next fucking big platform?"

  • I don't know dick.

  • I'm not fucking Nostradamus up here.

  • I don't know what the next big platform is.

  • I know what platform's working right now.

  • I know that YouTube is working right now.

  • I know that Facebook's working right now.

  • I know that none of you; because if I'm not all in,

  • somebody who's got 22 full time employees now,

  • up from one in three years, working on my content;

  • if I know in my heart that I'm pouring millions

  • and have 22 full time people

  • making written words, audio and video

  • and I can feel it as I stand on this stage

  • that I'm not even close to putting in enough chips,

  • what the fuck are you doing?

  • (audience cheering)

  • This is the most selfish keynote I've ever given.

  • I'm being serious.

  • I am putting a deep, deep fucking flag in the ground

  • telling your right now that if you post once a day

  • on Instagram, make it four.

  • If you don't post on Twitter, start.

  • If you stopped posting on Snapchat Stories,

  • because Instagram has that feature too,

  • you're a fucking idiot.

  • And guess what.

  • All of you did it.

  • Attention is the asset, everything you aspire for.

  • Why am I building VaynerMedia?

  • I'm building it, because I wanna build

  • an attention Death Star

  • and if I need to point that at

  • curing a disease that my mom gets one day

  • or helping my best friend become the governor of Florida

  • or to sell sneakers or to make all of you a Jets fan,

  • even though you don't know

  • it's what I'm doing to you right now.

  • That's fine.

  • Go look at my post three posts ago on Instagram.

  • I love when you fucking boo me dicks.

  • (audience laughing)

  • Don't get it twisted.

  • Negative reinforcement is the strength.

  • Fake positivity leads to an awfully bad place here

  • and that's what's going on in the system.

  • Really, your self esteem is wrapped up

  • in how many likes you get?

  • Really?

  • This is, no question, the second best time

  • in the internet era in the last 20 years

  • and it lives on three apps, four apps on this phone

  • and none of us are doing enough reps.

  • More reps.

  • I don't care what the history of your content and ads

  • have been on these platforms.

  • Whatever it was was yesterday.

  • Get yourself educated.

  • Go home, go on Google and type in

  • how do I run Instagram ads.

  • Go home, go on Google and write

  • how do I run pre-roll YouTube ads

  • based on peoples' Google's search query.

  • Go home and DM 100 influencers on Instagram

  • and ask them how much it costs

  • for them to give you a shout-out

  • for whatever the fuck you're selling.

  • The quicker become a practitioner ...

  • Do you know how many people in this room

  • have opinions of Facebook and Instagram ads,

  • but have never run one?

  • Too much headline reading.

  • Not enough fucking doing.

  • I can't say it enough.

  • The reason this is the most selfish

  • keynote I've ever given is because I'm putting a flag

  • in the ground and telling you that everybody in this room

  • needs to do way more content on these social networks,

  • because it is where the attention is,

  • it's where the underpriced attention is

  • and it is 100% how you're gonna get

  • to where you wanna get to,

  • period, end of story.

  • There is no advertising.

  • There's content put in front of people that create an event

  • and I just am trying, as you can tell in this talk,

  • to squeeze the shit out of it,

  • because let me educate you in nontuition form.

  • Who was the biggest advertiser in Google AdWords

  • in the first five or six years of the platform?

  • - [Audience Members] Amazon.

  • - Amazon.

  • Amazon today,

  • no question, is one of the one,

  • two or three most powerful companies in the world,

  • on the back of amazing things that Bezos did,

  • but do not get confused the most important one.

  • He and it bet heavy on underpriced attention.

  • You know who else bet on underpriced attention?

  • Muhammad Ali.

  • You know who else?

  • Elvis Presley and The Beatles

  • and basically everybody else you know.

  • You know why you know who Martin Luther King is?

  • Because he was a media savant.

  • There was a lot of people spitting truth.

  • He just knew how to get the cameras to capture it.

  • Please get smart here today.

  • Please get smart

  • here today, because while you're judging

  • all those people that are winning,

  • while you're judging the Paul brothers,

  • while you're judging the fitness influencers on Instagram,

  • while you sit and fucking judge,

  • people are gobbling up real estate of attention

  • and are gonna execute on what they want.

  • (audience cheering)

  • So you can have all the fun you want judging.

  • There's a small group out there that's executing.

  • I am trying to convince one person in this room

  • to start executing.

  • 1, just one of the 10,000 of you.

  • I don't need all of you.

  • One.

  • How many people are gonna be in a pla ...

  • How many of you are winning at some level,

  • but you're not reinvesting your money into it.

  • This is the greatest era.

  • Instead of the hundred thousand in profit that you're making

  • going into another vacation or a fucking Supreme bag,

  • what about putting that money into

  • more Instagram ads and Facebook ads,

  • because I'm not trying to buy a Porsche.

  • I'm trying to buy the Porsche fucking company.

  • (audience cheering)

  • That's me.

  • I'm not trying to impose my ambitions

  • or what I wanna do in my career on you.

  • I'm just trying to get you to understand one truth.

  • There is one reason I stand up here.

  • It's because I was parented extremely well,

  • but the execution underneath that

  • is because I've always had one religion.

  • Not money.

  • I've had the religion of attention,

  • because if you have the attention,

  • you can do anything.

  • Do you know why P Diddy sits on the sphere that he sits on?

  • Because when TRL had the attention

  • of every teenager in America,

  • he used to run from his Bad Boy office

  • and crash Carson Daly's set

  • everyday,

  • because he's smart.

  • Do you know why Will Smith is doing,

  • what he's doing on Instagram right now?

  • Because he's smart.

  • Because being a big movie star

  • isn't the same thing it was 20 years ago.

  • It doesn't carry the same attention.

  • My friends, it's happened.

  • The internet is here.

  • You may not wanna put in the work.

  • That's fine,

  • but it's just like fitness.

  • You can't read

  • about doing pushups.

  • You gotta do them.

  • (audience cheering)

  • I'm gonna leave you with this,

  • because they're buzzing me off.

  • I'm gonna leave you with this.

  • (audience booing)

  • No, don't.

  • Cheer.

  • Remember, I like the boos.

  • I just leave right the fuck now.

  • Let me just position it like this guys.

  • Here's where I'm at.

  • 400 trillion to 1.

  • I know some of you know I'm obsessed with this.

  • I can't wrap my head around the fact

  • that it's basically impossible to become a human being.

  • There's nothing you'll ever do

  • that is more remarkable or harder

  • than actually being lucky enough ...

  • You can't imagine the math

  • behind you actually being a person.

  • My question is since you've one the ultimate lottery,

  • what are you doing about it?

  • Because way too many people in this room

  • are dwelling about yesterday.

  • That shit's over.

  • So if I can leave you with anything

  • it's very high and low.

  • I've spent a good amount of my conversation here

  • pushing you very aggressively

  • to something practical.

  • Wasn't here to rah rah and tell you like lu lu.

  • One fucking thing.

  • Run some fucking ads, make more content dick.

  • That's what I'm here to say.

  • (audience cheering)

  • But,

  • but, because I genuinely believe that optimism

  • is a strategy,

  • I just desperately need you to know

  • that no matter what you complain about,

  • your grandparents had it worse.

  • No matter what the fuck's about to come out of your mouth,

  • your grandparents had it worse

  • and if you don't take advantage,

  • if you're not winning right now

  • in this new world, you really suck

  • and you need to face that truth.

  • You need to go home, look in the mirror ...

  • If you're not pumped,

  • if you're not winning by whatever your definition is,

  • I'm telling you this will help you.

  • I'm not trying to razz you.

  • I fucking want you to win.

  • It doesn't come out of my expense.

  • I need you to win.

  • I want you to win.

  • Why not?

  • If you're not winning right now,

  • you're really losing.

  • You're losing more than anybody's ever lost.

  • And I know that might be like ...

  • I get it.

  • It's a little bit of a curveball,

  • but here's why I need you to hear it.

  • Nobody is stopping you.

  • There's man.

  • There's no system.

  • There's no government.

  • There's nothing.

  • It's fucking here.

  • I'm telling you, it's fucking here.

  • The internet doesn't give a fuck

  • what you granddad's last name is.

  • The internet doesn't give a fuck where you came from.

  • It doesn't fucking care about your zip code.

  • It doesn't care about anything.

  • Execute on this fucking thing

  • and realize nobody's stopping you,

  • because what excuses are

  • is the drug to not do.

  • And I need people to leave people complaining.

  • You know why I have a happy life?

  • And I'm gonna leave you with this.

  • I don't complain,

  • because I don't expect anything from anybody.

  • Right?

  • Expectations are a disaster.

  • Get it out of the system.

  • Go educate yourself.

  • And whether you're selling a t-shirt

  • or a lifestyle brand or your thoughts on real estate,

  • whatever you're up to, Facebook, Instagram.

  • Facebook, Instagram, YouTube.

  • Facebook, Instagram, Linkedin, YouTube.

  • Facebook, Instagram, YouTube, Linkedin, podcast.

  • This is real.

  • No matter how you're winning,

  • in direct mail or cold calling or bulk email

  • or whatever the fuck you're doing,

  • no matter how you're winning there;

  • because I do all those things and understand them;

  • the fertile ground is much greater here

  • and when you become a practitioner of it

  • and you understand how it works,

  • the ROI becomes disproportionately powerful

  • and I promise you

  • it is going away by the minute,

  • because the second Budweiser and Nike ...

  • Actually I'm gonna leave with this:

  • How many people here ...

  • How many people here

  • now,

  • basically outside of live sports,

  • watch Netflix.

  • Stand up, if you're basically OTT.

  • Netflix, Hulu, Amazon.

  • This is fucking staggering.

  • Please don't sit down yet.

  • I need everybody in the front

  • to look at what I'm looking at.

  • Guys,

  • ABC and CBS and ESPN are out of business.

  • It's already over.

  • You can sit,

  • because I gotta wrap up.

  • 80 billion dollars

  • in television commercials

  • and nobody fucking watches them.

  • Over the next three to four to five years,

  • the biggest companies in the world

  • are gonna understand that.

  • That money is gonna go into

  • the shit that I just told you about.

  • That's gonna mean the ads that you're gonna run

  • are gonna go from $4 to $80

  • and you're not gonna be able to compete

  • with Coca-Cola and BMW, so please heed what I told you.

  • Take your romance or your subjective point of view

  • or you being romantic about how the world used to be

  • and shove that shit in the garbage

  • and get to fucking work.

  • One life,

  • do something about it.

  • (audience cheering)

  • I love you back.

  • - [Woman] I'm a high school teacher.

  • I just wanna teach kids about kindness.

  • - Gotta go.

  • Sorry.

  • (audience members yelling)

  • Love you.

  • (hands slapping)

(crowd cheering)

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