The world plays in the middle and all the action

is in the edges.

(upbeat music)

You've got your perspective.

(crowd cheering)

I just want to be happy.

Don't you want to be happy?

Melbourne, what is up.

(cheering)

What is up?

Fuck, I've been flying for two days.

(laughing)

But I'm here and I'm excited to be here.

Thank you for having me.

Thanks for the warm welcome.

So there's a lot of places I want to go

with today's talk.

And so, let's just get right into it.

I think, for me, what I really want to accomplish

in this talk today is set up a framework of strategy

of how much abundance and opportunity there is

right now and why.

And then, number two, really get into the tactics

that I think a lot of people here can take

and take whatever they're trying to achieve

to the next place.

I think the thing that,

as I was getting ready for this trip

and I was really looking at a lot of the things

on Facebook, and Instagram, and Twitter

and other things of that nature

that have become such an important part

of the way I think about the world.

But, more importantly, before we go into that;

what I was doing over the last month

as this kind of conference was coming together was I,

are you really wearing a Patriots fucking shirt?

(crowd laughing)

Jesus.

Just completely took my energy to a different place.

Just wanna punch that dude in the face.

(laughing)

As I was getting ready for this talk,

what I was really looking at were people

that were making references to it

and then kind of going down the rabbit hole,

especially, on the flight our here after I caught up

with all my work and still had 20 hours of flying.

As people were referencing this conference,

I was able to kind of go into their accounts

and take a look at what they were doing,

how they were doing it.

And what's become really remarkably interesting

to me over the last half-decade and, especially,

over the last couple of years

is how many people hear me, understand or consume

a lot of the content, but are unable because

of patience, I guess, or many other reasons;

how many people's actions don't map.

I mean, literally, the amount of people

that I'll post something about something,

they'll jump in and be like, yeah, Gary V., you're right.

And then, I click their account and they're

literally doing the complete opposite.

In that hypocrisy, in that misunderstanding,

in the white space, is really the thing

that matters to me.

I think the first thing that everybody needs

to really wrap their head around and understand

about this era is how much attention

is really being put here and how much,

if you're not winning on this devices,

how much vulnerability you have.

Number two, really understanding that

we talk a lot about content but nobody here,

including me, with a humongous team,

and this is super-important.

This is really what I wanted to start this talk with

because I think it will help people.

Me, with a team of 20, putting out between

80 and 100 pieces of original content a day.

I'm grossly underperforming in the amount of content

I put out every day.

To really set the tone for everybody,

the volume, the sheer volume of content needed

for every individual or business in this room

to be successful in a 2019 environment

is staggering, and nobody's really making

the financial, or mental, or emotional investment

into that level of content.

The amount of people that are super-fine

with putting one or two pieces,

or three pieces a day on one platform

are just leaving an enormous amount of opportunity

on the table.

And so, for me, if there's anything that I can get

through today, and there'll be plenty of things

I'll try to get through.

But the sheer amount of content needed

to take full advantage of this land grab is staggering.

And so, that comes in a lot of forms.

For me, the reason I'm so obsessed with people focusing

on video is because the reality is that video

creates a scenario that allows you to do images

and written words and audio on the back of filming.

For me, the reason I do a vlog daily

is because we're able to use that as a top of the funnel

piece of content and then I'm able to produce a podcast.

I'm able to produce the, quote, pictures you see

on Instagram, the written articles on my .com

and LinkedIn.

It is the top of the funnel that creates everything else

instead of bottom-up.

It's unbelievably important.

If you're fortunate enough to be here

and you feel okay to be in front of the camera,

you need to lean in.

You need to absolutely lean in.

I think there's a lot of people,

and by the way, I'm a big believer that you have

to bet on your strengths and be self-aware.

I think there's a lot of people here

who wish they were something and the reality

is forcing that is their vulnerability.

If you're not comfortable being in front

of the camera for whatever millions of reasons,

or whatever insecurity, that's super-fine

and you should lean in to audio on your phone or,

if you're a great writer.

You need to figure out how you communicate.

But let there be no confusion here today.

If you are not producing content for the internet,

you are basically nonexistent in our society.

If you have, regardless of how good your B2B business

is doing, or how great you're real estate firm is,

or financial service.

Sears was winning, too, at one point.

Regardless of how well you're doing,

you are vulnerable right this minute

because all of the attention, on a daily basis,

continues to funnel here.

And whatever excuse you come up with,

which is my audience is not on there,

or my industry isn't affected;

all those things become your great vulnerability.

I recently, just a couple of weeks ago,

completely changed the strategic and creative foundation

of where VaynerMedia, my company, is going.

And a lot of people in my inner circle

pushed against it because they're like,

we're doing well.

And I reminded them.

I'm like, look, I'm desperate to put us out of business

before somebody else does it for us.

How many people here are having their best financial year

personally or in their business?

Raise your hands.

Let's clap it up for them.

(audience applauding)

One more time, raise them high.

No reason to be embarrassed about that.

Keep them up.

To me, the people with their hands up in that scenario

are the one that I'm more worried about

because, when it's going well,

is oftentimes when people become complacent

or they don't think the thing matters for them.

And so, for me, those are the things

that really, really stand out.

I think the other thing to really pay attention to

is attention itself.

For me, attention has been the thing that,

bless you, that I've chased my whole career.

When I was selling lemonade, I would look at poles...