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- Let me break it down very simple for you: |
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The world plays in the middle and all the action |
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is in the edges.
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(upbeat music)
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You've got your perspective.
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(crowd cheering)
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I just want to be happy.
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Don't you want to be happy?
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Melbourne, what is up.
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(cheering)
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What is up?
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Fuck, I've been flying for two days.
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(laughing)
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But I'm here and I'm excited to be here.
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Thank you for having me.
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Thanks for the warm welcome.
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So there's a lot of places I want to go
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with today's talk.
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And so, let's just get right into it.
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I think, for me, what I really want to accomplish |
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in this talk today is set up a framework of strategy |
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of how much abundance and opportunity there is |
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right now and why.
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And then, number two, really get into the tactics |
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that I think a lot of people here can take
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and take whatever they're trying to achieve |
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to the next place.
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I think the thing that,
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as I was getting ready for this trip
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and I was really looking at a lot of the things |
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on Facebook, and Instagram, and Twitter
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and other things of that nature
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that have become such an important part
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of the way I think about the world.
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But, more importantly, before we go into that; |
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what I was doing over the last month
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as this kind of conference was coming together was I, |
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are you really wearing a Patriots fucking shirt? |
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(crowd laughing)
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Jesus.
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Just completely took my energy to a different place. |
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Just wanna punch that dude in the face.
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(laughing)
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As I was getting ready for this talk,
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what I was really looking at were people
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that were making references to it
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and then kind of going down the rabbit hole, |
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especially, on the flight our here after I caught up |
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with all my work and still had 20 hours of flying. |
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As people were referencing this conference, |
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I was able to kind of go into their accounts |
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and take a look at what they were doing,
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how they were doing it.
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And what's become really remarkably interesting |
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to me over the last half-decade and, especially, |
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over the last couple of years
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is how many people hear me, understand or consume |
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a lot of the content, but are unable because |
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of patience, I guess, or many other reasons; |
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how many people's actions don't map.
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I mean, literally, the amount of people
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that I'll post something about something,
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they'll jump in and be like, yeah, Gary V., you're right. |
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And then, I click their account and they're |
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literally doing the complete opposite.
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In that hypocrisy, in that misunderstanding, |
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in the white space, is really the thing
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that matters to me.
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I think the first thing that everybody needs |
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to really wrap their head around and understand |
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about this era is how much attention
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is really being put here and how much,
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if you're not winning on this devices,
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how much vulnerability you have.
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Number two, really understanding that
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we talk a lot about content but nobody here, |
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including me, with a humongous team,
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and this is super-important.
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This is really what I wanted to start this talk with |
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because I think it will help people.
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Me, with a team of 20, putting out between
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80 and 100 pieces of original content a day. |
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I'm grossly underperforming in the amount of content |
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I put out every day.
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To really set the tone for everybody,
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the volume, the sheer volume of content needed |
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for every individual or business in this room |
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to be successful in a 2019 environment
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is staggering, and nobody's really making
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the financial, or mental, or emotional investment |
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into that level of content.
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The amount of people that are super-fine
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with putting one or two pieces,
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or three pieces a day on one platform
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are just leaving an enormous amount of opportunity |
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on the table.
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And so, for me, if there's anything that I can get |
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through today, and there'll be plenty of things |
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I'll try to get through.
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But the sheer amount of content needed
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to take full advantage of this land grab is staggering. |
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And so, that comes in a lot of forms.
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For me, the reason I'm so obsessed with people focusing |
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on video is because the reality is that video |
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creates a scenario that allows you to do images |
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and written words and audio on the back of filming. |
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For me, the reason I do a vlog daily
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is because we're able to use that as a top of the funnel |
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piece of content and then I'm able to produce a podcast. |
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I'm able to produce the, quote, pictures you see |
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on Instagram, the written articles on my .com |
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and LinkedIn.
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It is the top of the funnel that creates everything else |
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instead of bottom-up.
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It's unbelievably important.
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If you're fortunate enough to be here
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and you feel okay to be in front of the camera, |
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you need to lean in.
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You need to absolutely lean in.
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I think there's a lot of people,
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and by the way, I'm a big believer that you have |
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to bet on your strengths and be self-aware. |
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I think there's a lot of people here
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who wish they were something and the reality |
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is forcing that is their vulnerability.
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If you're not comfortable being in front
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of the camera for whatever millions of reasons, |
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or whatever insecurity, that's super-fine
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and you should lean in to audio on your phone or, |
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if you're a great writer.
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You need to figure out how you communicate. |
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But let there be no confusion here today.
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If you are not producing content for the internet, |
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you are basically nonexistent in our society. |
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If you have, regardless of how good your B2B business |
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is doing, or how great you're real estate firm is, |
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or financial service.
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Sears was winning, too, at one point.
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Regardless of how well you're doing,
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you are vulnerable right this minute
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because all of the attention, on a daily basis, |
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continues to funnel here.
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And whatever excuse you come up with,
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which is my audience is not on there,
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or my industry isn't affected;
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all those things become your great vulnerability. |
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I recently, just a couple of weeks ago,
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completely changed the strategic and creative foundation |
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of where VaynerMedia, my company, is going. |
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And a lot of people in my inner circle
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pushed against it because they're like,
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we're doing well.
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And I reminded them.
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I'm like, look, I'm desperate to put us out of business |
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before somebody else does it for us.
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How many people here are having their best financial year |
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personally or in their business?
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Raise your hands.
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Let's clap it up for them.
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(audience applauding)
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One more time, raise them high.
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No reason to be embarrassed about that.
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Keep them up.
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To me, the people with their hands up in that scenario |
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are the one that I'm more worried about
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because, when it's going well,
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is oftentimes when people become complacent |
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or they don't think the thing matters for them. |
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And so, for me, those are the things
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that really, really stand out.
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I think the other thing to really pay attention to |
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is attention itself.
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For me, attention has been the thing that,
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bless you, that I've chased my whole career. |
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When I was selling lemonade, I would look at poles... |
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Did you just get naked, bro?
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Shit's getting crazy here in Melbourne.
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(laughing)
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This row's fucked up.
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The Patriots fan, the naked dude.
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I hope they paid extra.
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(laughing)
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I just looked over.
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Dude's like fucking naked.
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(laughing)
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Attention has been something that I've been chasing |
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my whole career.
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Selling lemonade against, you know.
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Really, what's interesting to me,
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it took me about four or five years ago
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when I finally realized it.
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I wasn't setting up the tables or making the lemonade. |
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I was really spending all my time looking
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at the cars and trying to figure out where
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to put the posters and the signs to get people's attention. |
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I did that in baseball cards and I did it in wine. |
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And I've done it, pretty much, my entire career. |
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And I think the thing that a lot of people
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need to focus on is where is the attention? |
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So, for example, 24 months ago,
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I would not stand up here and push LinkedIn very heavily. |
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You know, the platform was pretty much for anybody |
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that understands LinkedIn and has been around it. |
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It was really something where people put up their resumes. |
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It was something that people really spammed each other on. |
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LinkedIn became a shitty place for all of us |
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because all it was was people emailing in bulk |
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with no context.
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And then, about three years ago, four years ago, |
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they made it more of a content plane.
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You started seeing a little bit more.
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And they had some influence on it.
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And I was on it and it was fine.
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But over the last 18 to 24 months,
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it's been remarkable how much opportunity
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there is on LinkedIn.
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And if you're in this audience and you're doing |
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B2B marketing, and you do not have a LinkedIn |
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content strategy, you're making a humongous mistake. |
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Because when you layer on top of it ads that allow |
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you to target the titles of the occupations |
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that you're trying to reach.
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How many people here are in B2B.
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Raise your hands.
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I mean, it's an enormous percentage of this audience |
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and I continue to watch B2B companies
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not create original content for LinkedIn.
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And when they do, they're much more in a commercial |
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or sales-oriented way, not in a branding
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and create content way.
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I always tell people if you make content
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on the internet as if you're the TV show,
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not the commercial in between the TV show,
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you will get disproportionate return on your investment. |
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The problem is most people are looking
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for instant gratification and return on their investment. |
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The amount of people here who've run a thousand dollars |
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in ads on something, it didn't work
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and they deemed it as it doesn't work
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is staggering to me.
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I have spent millions of dollars on Facebook, |
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and Twitter, and Instagram, and Google
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that haven't worked.
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I've also spent millions of dollar on those platforms |
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that have worked.
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The execution of the creative is the variable |
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in that environment.
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Just because you ran $1000 or $10,000 in Facebook ads |
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and it didn't work, it might be the picture or video |
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that you put in front of people sucked
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and didn't compel them to buy anything.
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The attentions under-priced.
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There is no doubt.
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The attention's massively under-priced.
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I built my family's wine business
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on under-priced attention, on email and Google AdWords. |
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Those were the early 2000s.
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I know what it looks like.
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It's exactly what's happening right now
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with Facebook and Instagram and influencers. |
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They're just under-priced.
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Pre-Rolled podcasts, under-priced.
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There is no debate that the attention is under-priced. |
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There's a reason that Wish, the shopping app, |
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does 6 billion dollars in revenue on the back |
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of 98% Facebook ads.
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It's under-priced.
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But are you capable to create contextual creative |
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at scale, that's the question.
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Can you produce 97 pieces of content
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for 97 different demographics and psychographics |
|
|
and then run ads against them to compel them |
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to buy you're things.
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If I'm selling sneakers, which I do,
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there's going to be a fundamental difference |
|
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of the video or picture I'm going to put in front |
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|
of somebody who's 18, white male, in New York City, |
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versus a 47 year old Latina woman with two kids in Texas. |
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The problem is, when auditing the 30 accounts |
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that I looked at, and the hundreds of thousands |
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I do a year, 99% of people make one to five pieces |
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of content and run their ads and expect something to happen. |
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It is fundamentally not contextual to the audience |
|
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that they're trying to reach.
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Very simply put, everybody,
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everybody's running creative ads, media, marketing right now |
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as if it was 1997 and the only options you had |
|
|
was the newspaper, the billboard, the radio, |
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and the television.
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Meanwhile, we have Facebook, and Instagram, |
|
|
and influencers that allow us to go way more long-tail. |
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The problem is people haven't put in the time |
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and the effort to create the content that's contextual |
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to the psychographics and demographics.
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So, and I'm going very fucking nerdy
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because I'm fucking fired up right now on this. |
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I think that every person in here,
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regardless of what they're trying to do,
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whether they're trying to run for mayor,
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raise money for a charity, or sell their services, |
|
|
needs to have at least 13 to 30 core audiences |
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|
that they produce content for every time.
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So, literally, every time you have something new going on, |
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you have to create 30 variations where the copy... |
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I mean, you could target people who are divorced. |
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You can target people who have two kids.
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You could target fuckers who like the Patriots. |
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(laughing) You could do so much. |
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You can do so much with this medium.
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Yet, people are mailing it in.
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Meanwhile, they're also having ludicrous,
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there are ludicrous conversations going on
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like people having ego around how well they do organically |
|
|
on these platforms when the ads a massively under-priced. |
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Do you know how many people emailed me
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|
crying that Facebook's organic reach declined |
|
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three years ago as if Facebook screwed them, |
|
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while Facebook is, literally, free to use?
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Do you know how many people here are starting |
|
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to get concerned that they're not getting
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as many likes and views on their Instagram account |
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because they can feel something's happening? |
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Yet, it's free.
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I really need to drill this home.
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People are mad at the algorithm on Instagram. |
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They run ads everywhere else.
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They buy a booth at a conference.
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They run print.
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Direct mail, costs money.
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You start an Instagram account,
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if you don't run ads, you can organically build an audience |
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and you post.
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Now, you're mad that you're not reaching as many people |
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and you've got this big conspiracy anger
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at the algorithm, yet you haven't paid a fucking dime |
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for the platform.
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(audience laughs)
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|
That guy drank that beer quick.
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|
(laughing)
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It's a very intriguing thing for me
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that people have emotional opinions about something |
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they haven't paid for.
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And so, here's the game and it will always be the game. |
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Things come along, they're under-priced.
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Real estate, stocks, attention.
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When they're under-priced,
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you need to strike and squeeze as much as you can |
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out of them.
|
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I will come back to Melbourne in six years
|
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|
and spend my entire talk trying to get people |
|
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to stop running ads on Facebook and Instagram. |
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That will happen.
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|
It's always happened to me.
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|
It's the same old game.
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|
You take advantage when it's under-priced
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|
and you squeeze it as long as you can.
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|
You ride it all the way through.
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|
And, eventually, the long tail catches up
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|
and it becomes overpriced because companies come in, |
|
|
and it becomes overpriced because of the bidding, |
|
|
and normal people stop paying attention as much. |
|
|
Everybody here who's been on Facebook
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|
for five-plus years pays attention to every piece |
|
|
of content on Facebook a little less than they did |
|
|
five years ago.
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|
Or maybe a lot less.
|
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|
That is just the natural cadence of what we do. |
|
|
How many people here had email in the late 90s? |
|
|
Raise your hands, old fuckers.
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|
(audience laughs)
|
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|
So all the people that just raised their hands, |
|
|
what they can tell everybody here under 30
|
|
|
is what we used to do with email in the 90s, |
|
|
which was we read every single email.
|
|
|
Wine Library's email service in 1999
|
|
|
was almost 90% open rates.
|
|
|
How many people here have done email marketing |
|
|
in their career?
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|
|
Raise your hands.
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|
|
90% open rates.
|
|
|
It's ridiculous.
|
|
|
It's like 32% now and I think we feel
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|
|
like we're heroes.
|
|
|
So that will happen with these platforms.
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|
|
So, look, before I get into the mindset
|
|
|
and the strategy and some of the social things |
|
|
I'm seeing going on, I'll go back into the details. |
|
|
But the details are very simple,
|
|
|
and I said it when I was here last year
|
|
|
and I'm going to say it again.
|
|
|
If you are not a practitioner yet
|
|
|
of making content and running ads on Facebook and Instagram, |
|
|
you will massively regret it.
|
|
|
And the reason, and you've seen me say it
|
|
|
in every video, I am putting it down on film |
|
|
to recall it in a decade.
|
|
|
I will never stop saying it.
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|
|
I don't care how much you're tired of hearing it |
|
|
and hoping for something new.
|
|
|
I'm not going to make up something
|
|
|
that isn't true.
|
|
|
They are grossly under-priced.
|
|
|
The one little add-on that I've been saying |
|
|
a lot more over the last month or so
|
|
|
than in the past is how much content you need to produce. |
|
|
And the reason one of the breakthrough videos I've ever made |
|
|
called, Document, Don't Create, worked is it's hard |
|
|
to create a new video that's creative.
|
|
|
That's hard.
|
|
|
But if you actually film your day-to-day,
|
|
|
your meetings, your mundane,
|
|
|
there's absolute action in that.
|
|
|
And so, I'd highly recommend really understanding |
|
|
what that means.
|
|
|
Let's take a step back and let's talk about |
|
|
something I've been spending a lot of time on, |
|
|
which is, in a world where I'm asking you
|
|
|
to create so much content, the fact that so many of you |
|
|
do not create content because you're so bent |
|
|
out of shape by the feedback in the comments section. |
|
|
This has become a remarkable fascination of mine, |
|
|
that people literally aren't living their lives |
|
|
to their happiness or their fullest
|
|
|
because SallyPants36 said that you're ugly or fat. |
|
|
(audience laughs)
|
|
|
People absolutely crippled by the judgment of others |
|
|
without really understanding what it is.
|
|
|
Let me say it here right now so there's no confusion. |
|
|
If a human being takes the time out of their day |
|
|
to consume your piece of content, consume it, |
|
|
and then spend time to leave a negative comment to you |
|
|
after consuming your content,
|
|
|
think about how shitty that person's life is. |
|
|
(audience murmurs in agreement)
|
|
|
Somebody literally has the time to consume
|
|
|
your content and try to drag your down.
|
|
|
My friends, misery loves company is one
|
|
|
of the most interesting sayings that has been |
|
|
in culture for a long time.
|
|
|
It most manifest in a very poor way
|
|
|
when I watch parents drag their kids
|
|
|
into shit because they're upset.
|
|
|
But it's one thing, and I have empathy,
|
|
|
a lot of it when it's your mom and dad
|
|
|
dragging you through shit, because that's deep. |
|
|
But when an anonymous person with a fucking icon |
|
|
of a rugby player is dragging you through shit, |
|
|
you have to get into a place where that
|
|
|
does not bother you.
|
|
|
It makes zero sense.
|
|
|
I mean, literally, and I get shit on all the time. |
|
|
You get that many comments, you get shit on. |
|
|
When I see it, I don't feel bad for me.
|
|
|
I genuinely feel bad for them.
|
|
|
I'm fascinated.
|
|
|
I've never in my life taken the time
|
|
|
to consume somebody's content and then shit on them. |
|
|
It makes absolutely no sense.
|
|
|
So, please, if you're one of these individuals, |
|
|
and there are a lot of you in this audience |
|
|
that are no producing content because you're worried |
|
|
about the judgment.
|
|
|
You know how many people email me,
|
|
|
Gary, but I have to put on makeup.
|
|
|
Why?
|
|
|
Because your grandma told you when you were seven? |
|
|
But, Gary, the lighting?
|
|
|
Why?
|
|
|
You don't like the bags under your eyes?
|
|
|
Good news.
|
|
|
Everybody has bags under their eyes.
|
|
|
Like, there is an enormous amount of insecurity |
|
|
in the system that is stopping people
|
|
|
from creating the thing that they want
|
|
|
and it needs to be talked about in a much bigger way. |
|
|
The judgment of others is a fascinating thing. |
|
|
How many people, by show of hands,
|
|
|
work in a job and are desperate for their side hustle |
|
|
to become their career?
|
|
|
Just raise your hands.
|
|
|
Raise them high.
|
|
|
Can you stand up, actually?
|
|
|
I need to see this because I've got to get a sense. |
|
|
Stand up if this is your MO.
|
|
|
Your side hustle, you're desperate for that |
|
|
to become your career.
|
|
|
Good amount.
|
|
|
Okay, thank you for doing that.
|
|
|
So I'll go into this.
|
|
|
So this has become a new thing that I've been spending |
|
|
a ton of time on;
|
|
|
something I've realized that really kind of caught me |
|
|
off guard is how many people spend more money |
|
|
on shit than they can afford.
|
|
|
And I know that's like a funny thing to say. |
|
|
But it's actually very basic.
|
|
|
I'm actually talking about the amount of people |
|
|
that have emailed me in the last six months, |
|
|
because I've been on this rant lately
|
|
|
of trying to get people to move back in with their parents |
|
|
at 30 and 40.
|
|
|
(audience laughing)
|
|
|
Yeah, I'm hot on this.
|
|
|
It's because there's this incredible thing. |
|
|
How many people here own their home?
|
|
|
Raise your hands.
|
|
|
The people that just raised their hands,
|
|
|
90% of people that own their homes
|
|
|
don't use more than 50% of their home.
|
|
|
They have three extra bedrooms that they don't need. |
|
|
They have a living room, and dining room,
|
|
|
and a fucking den, and all sorts of shit.
|
|
|
The amount of people who live in homes
|
|
|
that they've extended themselves financially to afford |
|
|
that don't even use half of that home is fascinating. |
|
|
The amount of people who are in debt so they can drive |
|
|
a car that has a logo on it that makes them feel better |
|
|
because that's keeping up with the Joneses
|
|
|
or other people's judgment is fascinating to me. |
|
|
What I didn't realize was that fact
|
|
|
that 35-fucking-percent of this audience wants |
|
|
their side hustle to be their careers,
|
|
|
but the reason they can't is because they can't |
|
|
quit their job because they need their job
|
|
|
to pay for dumb shit to impress people they fucking hate. |
|
|
(laughing)
|
|
|
(audience applauding and cheering)
|
|
|
And so, especially, while the economy, globally, |
|
|
is frothy, I am aggressively throwing up
|
|
|
for debate for the third of this audience
|
|
|
that is trying to get their side hustle to be their job, |
|
|
for them to give a real thought to what it would look like |
|
|
if they were to downsize their home, and their car, |
|
|
and their vacations, and their watch,
|
|
|
to put themselves in a position to be happy. |
|
|
I think, over the next decade,
|
|
|
as we continue to start really discovering, |
|
|
as a human race, mental health and happiness, |
|
|
that we are on the predawn of people changing |
|
|
what success looks like.
|
|
|
When I really look at the world,
|
|
|
and I grew up super-humbly.
|
|
|
I've spent my 10-years-ago career in the explosion |
|
|
of Silicon Valley.
|
|
|
I've really been lucky to see all sorts of different things |
|
|
going on.
|
|
|
It is super-cliche but absolutely true
|
|
|
that the money/happiness things is just a funny thing. |
|
|
People that don't have it think it does bring happiness. |
|
|
People that have it know it's not true.
|
|
|
And when you really look at suicide data
|
|
|
and depression data, it's fascinating who struggles |
|
|
with it.
|
|
|
I really do believe, as we become dramatically |
|
|
more thoughtful about happiness versus money, |
|
|
that a lot of people are going to really start looking at |
|
|
the things they amass and how much that
|
|
|
is a choker to their happiness.
|
|
|
And so, what really excites me right now
|
|
|
is how frothy the economy is globally.
|
|
|
And I know so many of you can take advantage |
|
|
of selling high, positioning yourself to be happy. |
|
|
I think it's a very rogue point of view.
|
|
|
It's completely against the propaganda
|
|
|
that you see in your Instagram and Facebook feed 24/7; |
|
|
everybody's pushing all sorts of fancy stuff, |
|
|
and fancy trips, and fancy things.
|
|
|
I genuinely believe that the majority of people here |
|
|
can dramatically, dramatically put themselves |
|
|
in a happier place if they, honestly,
|
|
|
considered downsizing things that they don't use. |
|
|
So just a random thought that I'm super-passionate about. |
|
|
Let me talk to you guys about influencer marketing. |
|
|
For me, I talked earlier about under-priced attention |
|
|
and overpriced attention.
|
|
|
The way you get those things is when the market |
|
|
doesn't understand itself.
|
|
|
When people don't understand how under-priced Facebook is, |
|
|
they don't put money into it,
|
|
|
thus, the prices stay down.
|
|
|
The most inefficient and misunderstood marketplace, |
|
|
in my opinion, is influencer marketing.
|
|
|
Humans don't know how to price themselves.
|
|
|
There are pretty people that have 400,000 followers |
|
|
on Instagram that want $30,000 a post.
|
|
|
And they're are other people with 5,000 followers |
|
|
who want $40.
|
|
|
They are 400,000-follower people that want $100. |
|
|
They are people with $500 followers that want $5,000. |
|
|
The inefficiency in influencer marketing is staggering. |
|
|
How many people here, by show of hands,
|
|
|
and you guys have been pretty bullshit-y with your hands. |
|
|
I don't know what's scaring you.
|
|
|
But go high.
|
|
|
How many people here sell an actual product, physical? |
|
|
Raise your hands.
|
|
|
A lot.
|
|
|
Every single person, one more time, hands in the air. |
|
|
All of you, all of you that have your hands in the air |
|
|
should have a significant influencer, thank you, |
|
|
influencer marketing strategy.
|
|
|
Literally, DMing people on Instagram and asking them |
|
|
how much they would charge you to take a picture |
|
|
holding your physical product and tagging your page. |
|
|
It is massively inefficient.
|
|
|
I love when people, Gary, how do you scale it? |
|
|
By DMing more people, fuck-face.
|
|
|
(audience laughs)
|
|
|
It just, there's no machine or algorithm.
|
|
|
Just get nice and cozy and DM people
|
|
|
and ask them one by one if they're willing
|
|
|
to do it.
|
|
|
I often find that the biggest upsides often |
|
|
is scaling things that are not scalable.
|
|
|
Scaling things that are not scalable
|
|
|
comes from sheer effort and time.
|
|
|
And so, one more time, I just want to get the physical. |
|
|
Selling a product physically.
|
|
|
If I was your partner, buddy with the hat,
|
|
|
selling physical, I would spend 30% to 50%
|
|
|
of my overall marketing budget on influencer marketing. |
|
|
It's so inefficient.
|
|
|
And if you're lucky enough that your product you sell |
|
|
directly on your Shopify or Amazon,
|
|
|
like, you can see it,
|
|
|
you don't even have to guess.
|
|
|
You literally, one, either codes,
|
|
|
or just isolated time slots for certain influencers |
|
|
and you can see what the return on the investment is. |
|
|
There's been many influencers that we bought |
|
|
that we weren't sure, and then we bought 50 times over |
|
|
because their audience was converting
|
|
|
because they had an authentic audience.
|
|
|
I couldn't be more passionate about it
|
|
|
and it is wildly under-priced in this market down here. |
|
|
It's under-priced everywhere but we've even debated |
|
|
opening a VaynerMedia office in Australia
|
|
|
just on the back...
|
|
|
(audience applauding)
|
|
|
Just on the back of, really, influencer marketing |
|
|
because it's so underserved in the marketplace |
|
|
and I highly recommend you take a deep look at it. |
|
|
Another thing that is unbelievably under-priced |
|
|
in this market and globally is keyword
|
|
|
and AdWord Google searches,
|
|
|
and then retargeted on YouTube Pre-Roll video. |
|
|
So imagine a scenario where people search on Google |
|
|
for curtains, or a financial advisor.
|
|
|
How many people here have done Google advertising |
|
|
in their careers.
|
|
|
Raise your hands.
|
|
|
Perfect.
|
|
|
So a lot of you know it was an incredibly powerful platform |
|
|
because it was intent-based.
|
|
|
If they were searching for it,
|
|
|
that means they were interested in it
|
|
|
and they would convert.
|
|
|
And a lot of you did extremely well with it |
|
|
because it converted highly.
|
|
|
Much easier to be good at Google at first
|
|
|
than Facebook at first.
|
|
|
Facebook is branding.
|
|
|
Google is selling.
|
|
|
Very different game.
|
|
|
Selling is a hell of a lot easier in the short term |
|
|
which is why people like it.
|
|
|
Branding and marketing takes time,
|
|
|
which is why people bail on it.
|
|
|
The problem is Nike, and Adidas, and Coca-cola, |
|
|
that's branding.
|
|
|
Our bullshit business, this is selling.
|
|
|
Do you understand?
|
|
|
But there is a combination of selling and branding |
|
|
that is super-powerful and it plays out on Facebook, |
|
|
but it also plays out on YouTube.
|
|
|
YouTube, for everybody that doesn't know,
|
|
|
is the second-biggest search engine in the world. |
|
|
For people like me that can't read for shit, |
|
|
when you want to go on YouTube and hear it
|
|
|
or watch it visually, you understand it,
|
|
|
it's incredibly powerful.
|
|
|
But besides that, what's unbelievable is there |
|
|
is a way for you to actually target people
|
|
|
that search on Google for something...
|
|
|
Let's use my old world.
|
|
|
They search for Margaret River Cabernet
|
|
|
on Google to buy.
|
|
|
Three days later, they go on YouTube to watch a video |
|
|
of how to hang a picture on their wall
|
|
|
and the Pre-Roll YouTube video goes,
|
|
|
hey, are you in the market for Margaret River Cabernet? |
|
|
And then, you're like, holy fuck, they're spying on me. |
|
|
(audience laughs)
|
|
|
Because you fuckers forget that you searched for it |
|
|
three days ago on Google.
|
|
|
For me, when I thought about this talk
|
|
|
and coming here today,
|
|
|
I said to myself, look, there's three or four things |
|
|
that are just black and white tactics,
|
|
|
that if I get people to actually do,
|
|
|
they will feel benefit.
|
|
|
It's funny how I think about marketing
|
|
|
no different than fitness.
|
|
|
People are always, always far more interested |
|
|
in finding some rare fucking fruit deep in the Amazon |
|
|
that they can eat that makes them lose fat
|
|
|
than actually fucking working out and eating healthy, dick. |
|
|
(audience murmuring in agreement)
|
|
|
Like, you're far more excited to buy some fucking pill |
|
|
that was found in Saturn and brought back
|
|
|
than you are to do the very basics.
|
|
|
It's super-stunning.
|
|
|
Eat healthy and work out every day.
|
|
|
It's super-basic but nobody wants to actually |
|
|
put in the work.
|
|
|
I've literally spent the last 30 minutes
|
|
|
giving you three to four basic things
|
|
|
that are real as fuck.
|
|
|
99% of you, even though all of you wrote little notes, |
|
|
are not going to do shit about it.
|
|
|
You're going to write it down.
|
|
|
You're going to say, yeah, you know what?
|
|
|
I've heard him say it a bunch.
|
|
|
This is the time.
|
|
|
I'm definitely going to go back and do that. |
|
|
And then, next Thursday happens
|
|
|
and something good or bad happens in your business |
|
|
and you completely put this talk on the shelf. |
|
|
Let me be very clear with you.
|
|
|
In October of 2018, in Australia,
|
|
|
if you run Facebook and Instagram ads
|
|
|
against 30 to 50 different pictures and videos, |
|
|
against whatever you're trying to accomplish |
|
|
in your business, it will work.
|
|
|
Let me make it perfectly clear for you.
|
|
|
In October 2018, if you spend five hours a day |
|
|
going to direct messaging influencers that could possibly |
|
|
sell your product and getting a third of them, |
|
|
8% of them to agree to post a picture holding up |
|
|
your product and tagging your product, it will work. |
|
|
Let me make it perfectly clear for you.
|
|
|
In October 2018, if you run Pre-Roll YouTube video |
|
|
against search queries on Google of whatever |
|
|
you're trying to do in this room, it will work. |
|
|
Now, I just need to ask you why you're not doing it. |
|
|
Because if you've come to this conference
|
|
|
to see me speak, you've heard
|
|
|
this shit 40-fucking-thousand times.
|
|
|
(audience laughs)
|
|
|
I can't wrap my head around it.
|
|
|
I can because I watch it every day.
|
|
|
It's human behavior.
|
|
|
I see it.
|
|
|
But the reason I get passionate to keep doing this |
|
|
is I've learned sometimes it just takes that 19th time |
|
|
and you actually sitting in the audience to do it. |
|
|
Bless you.
|
|
|
What really, really shocks me, though,
|
|
|
and what really excites me as being in,
|
|
|
like, this is my spiel in America,
|
|
|
the most advanced, competitive market
|
|
|
for all of my concepts.
|
|
|
The fact that everything I just told you
|
|
|
is disproportionately even more exciting here... |
|
|
The reason we opened up a London for Vayner. |
|
|
The reason we're opening up Singapore next February. |
|
|
The reason I keep going global is it's like going |
|
|
into a fucking time machine.
|
|
|
It's working better here.
|
|
|
It's cheaper here because the bigger companies here |
|
|
are even slower than the big companies in America. |
|
|
So the big money's not in.
|
|
|
You need to take advantage of this.
|
|
|
You are going to regret it.
|
|
|
You're gonna regret it.
|
|
|
And let me tell you this.
|
|
|
This is a good segway.
|
|
|
An incredible random fucking thing that I can tell you |
|
|
to do is to go volunteer at a retirement home |
|
|
one day this year.
|
|
|
A very random thing that can fundamentally change |
|
|
your life business-wise.
|
|
|
Let me just not even go human.
|
|
|
In your business, is go and volunteer at a retirement home |
|
|
once for five hours.
|
|
|
Let me give you the preview for the 99.9% of you |
|
|
that won't do that.
|
|
|
You will see human beings with regret in their eye. |
|
|
And I promise you, for whatever scary shit you've seen, |
|
|
abuse, murder, the scariest shit you've ever seen, |
|
|
there's nothing scarier than to stare a human being |
|
|
in the face who understands she or he fucked up |
|
|
and there's no going back.
|
|
|
Regret.
|
|
|
There's macro- and micro-regret.
|
|
|
Macro-regrets of who you married,
|
|
|
what you didn't do, dah-dah-dah-dah.
|
|
|
And there's micro-regrets.
|
|
|
And, in the context of this talk,
|
|
|
the micro-regret in a business world is you're sitting |
|
|
on a golden goose.
|
|
|
It will take you five to seven hours to Google it |
|
|
to figure out how to run a Facebook ad.
|
|
|
And, please, Melbourne, please do me a huge favor. |
|
|
Do not hire your 22 year old niece and think |
|
|
she's going to know how to do it
|
|
|
just because she grew up with this shit and you didn't. |
|
|
I love what you, Gary, but you know,
|
|
|
I didn't grow up with this shit.
|
|
|
Neither did I, dick.
|
|
|
(audience laughs)
|
|
|
I'm 42.
|
|
|
I didn't grow up with this.
|
|
|
And let me tell you something else.
|
|
|
You didn't grow up driving and you figured that out. |
|
|
This is something you have to learn.
|
|
|
You want to have a business?
|
|
|
You want your side hustle?
|
|
|
I love when people, do people understand how hard |
|
|
it is to live your live for yourself on your terms |
|
|
and make money?
|
|
|
Have we had the right conversation yet about this? |
|
|
To live as your own boss and make enough money |
|
|
to have a good life, that's a 1% thing
|
|
|
in our society, and everybody has this level of entitlement. |
|
|
And, especially, now.
|
|
|
Trust me, I'm feeling it.
|
|
|
I'm the beneficiary of it.
|
|
|
But now that we've made entrepreneurs cool, |
|
|
the whole thing's totally fucked.
|
|
|
Everybody thinks entrepreneurship is so easy. |
|
|
This shit is super-hard.
|
|
|
It's super-hard to be good enough to make
|
|
|
that kind of money,
|
|
|
Because, even though the internet is here
|
|
|
and everybody in this room has the chance to do it, |
|
|
the problem is the internet's here and everybody here |
|
|
has a chance to do it,
|
|
|
and supply and demand takes over.
|
|
|
I love people who are like, Gary, but my content, |
|
|
it's not doing well but it's because people don't get it. |
|
|
I'm too ahead of the curve.
|
|
|
No you're not, Ron.
|
|
|
You just suck.
|
|
|
(audience laughs)
|
|
|
You're not ahead of shit.
|
|
|
The market is the market, is the market, is the market. |
|
|
You have 39 views on your YouTube,
|
|
|
it means you suck.
|
|
|
It means it's not interesting.
|
|
|
Or, it means that you're early.
|
|
|
So many people are like, Gary, I'm lost.
|
|
|
You're not lost.
|
|
|
You're 27.
|
|
|
You've just started.
|
|
|
This is a long game and the opportunity is substantial. |
|
|
But there are two very important things.
|
|
|
The world, my friends, let me break it down |
|
|
very simply for you.
|
|
|
The world plays in the middle and all the action |
|
|
is in the edges.
|
|
|
The world plays in the middle.
|
|
|
It's what school does to us.
|
|
|
It makes you in the middle.
|
|
|
All the opportunities in the extreme of micro and a macro. |
|
|
I always talk about macro-slow/micro-fast, right? |
|
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Micro-speed.
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I work 17 hours a day.
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I'm booked every minute.
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Micro-speed.
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Yet, I'm in year nine of building VaynerMedia, |
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in the prime of my career, not making that much money, |
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as much as I could, to build a machine
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for me for the next 30 years in the macro-slow. |
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All of the action is in the edges.
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Having ridiculous blind confidence,
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equally having the humility to know that you |
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don't mean shit.
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Going all in and having the ability to completely pivot |
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if you know it's wrong.
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There's such a fine line between perseverance and delusion. |
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It's such a fascinating thing for me to watch. |
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And so, my friends, I promise you,
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there's so much abundance.
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I hate watching people get upset when other people win |
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without realizing how much abundance is in the system. |
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Nobody on earth's success is coming at your expense. |
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Everybody thinks this is a binary game.
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It's just not.
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There's so much abundance.
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And so, we, in general, in the macro,
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have to desperately get our mindsets right. |
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We are collectively, stunningly, not patient enough. |
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Everybody wants it tomorrow.
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We are unbelievably lacking in perspective. |
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The dumb shit that I hear people complaining about every day |
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is stunning.
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Everybody here needs to start joining more nonprofits |
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and getting in the field.
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You go join a nonprofit like Charity: water, |
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and you go to Africa, and you watch people walk |
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seven and a half miles every day for fresh water, |
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you start struggling to complain to the barista |
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because he or she put the wrong milk in your fucking coffee. |
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We need perspective, we need passion,
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we need patience, we need a lot of things,
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and then, you have to let it play out.
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Everything I've ever done, two core things
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have always been the theme.
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And for anybody who's dreaming or thinking differently, |
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I really need you to hear this.
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Everything I've ever done professionally,
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two things have happened.
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One, it's taken forever to manifest because I was early. |
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Number two, nobody agreed with me and people snickered |
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and made fun of me every time I did them.
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If you're looking to innovate and do something special, |
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you have to recognize exactly what's going to happen, |
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which is the voices, the voices are going to be the game |
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that you have to play out.
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The one that's become most fascinating to me |
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over the last year because I get so much interaction on this |
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is the people, and I'm just going to say this. |
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This is completely just random.
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But I'm hopeful it might help just one person |
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in this audience.
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If the voice in your own head says to you
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that you suck, I desperately need you to know |
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that somebody put that voice in your head.
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If the voice in your head tells you to yourself |
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that you suck, somebody put it in there,
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and you have to understand that.
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Usually, your fucked up mom,
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(audience laughs)
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but you have to wrap your head around that. |
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Because it's really difficult for me to watch |
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so many people not act based on that own voice. |
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The biggest thing that people aren't acting on |
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is they're not taking risk because they're scared |
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to lose and they're scared to then have people judge them |
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on that loss.
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It is remarkable to me how easy it is for me |
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to see a true-bred entrepreneur versus one that's not. |
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A true-bred entrepreneur loves to lose.
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It is scary to me how much I love losing.
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Publicly.
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Love my investment.
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I love talking on passing on Uber twice.
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Love it.
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I love when people literally leave comments like, |
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don't listen to this guy.
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He passed on Uber twice.
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And then, I look at their account.
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They have nine followers and they fucking suck shit. |
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(audience laughs)
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And I'm like, yo, bro, but I didn't pass on Facebook, |
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and Venmo, and Twitter.
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What are you doing?
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You're fucking playing Fortnite and jerking off 24/7. |
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(audience laughs)
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Anyway, I'm obsessed with losing because,
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something that I really want people to wrap |
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their head around this, when you lose,
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it's your loss.
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We have so much judgment out there and we lack context |
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and laugh when people tell people how
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to raise their children.
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You're not in that person's home.
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I laugh when people talk about other people's relationships. |
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You're not behind that closed door.
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I laugh when people give advice on how to run a business. |
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You're not in it.
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If you notice, the biggest reason I stay very macro |
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and just give details on what you can do,
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is there's so much judgment being thrown out there |
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to everybody and nobody knows shit.
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Everybody's running around with judgment and nobody |
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knows shit about what's actually happening. |
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Judgment is poison, my friends,
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and this world right now, because of social media, |
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specifically, because you can see all the judgment... |
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I love when people think social media changes us. |
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My friends, social media exposed us.
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Nobody's changed.
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You used to be a dick, too.
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(audience laughs)
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You just said it to yourself and three other people |
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in your neighborhood.
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Now, you can say it to everybody publicly online. |
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It's like money and fame.
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It doesn't change you.
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It exposes who you actually are.
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And so, we're living in a very transcendent world. |
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And so, you're either going to look at the negatives |
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or the shortcomings or you're going to look |
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at the positives.
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For me, I see all positives.
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I love that we're going through all this shit globally |
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with ourselves because we needed to be exposed |
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of our weaknesses.
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One step backward, two steps forward.
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That same machine, do you know how many people say to me, |
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Gary, I don't think Facebook and Instagram, |
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that stuff doesn't work.
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Yet, in the mouth, during that same dinner, |
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all they talk about it how social media's
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fucking up the government, or countries,
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or the world.
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Literally, you're telling me that Facebook's powerful enough |
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to change the global world and governments, |
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but it's not powerful enough to sell some
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of your T-shirts, or your landscaping business services? |
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My friends, take it for what it is.
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We are all obnoxiously fortunate to be living through |
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this era right now.
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What this era is, just to quantify it,
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is we are now at the maturity of the internet. |
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The internet now is at scale.
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We all live there.
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It is real.
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It's not what I grew up, which it was coming. |
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It is here.
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It is at scale.
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And the reality of the situation is,
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how many people, one more time, with side hustles? |
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Raise your hands.
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Stand up again.
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Side hustle to turn into your business?
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I need this because this is the point.
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Side hustle to turn into your business?
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I just need every single person that's standing |
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to understand one thing:
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Your grandparents couldn't even dream
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to turn a side hustle into their business
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because the internet didn't fucking exist.
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They just had to eat shit and live their life |
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and put food on the table and a roof over their head, |
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and then fucking die.
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I'm being serious.
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We are so outlandishly fortunate to have this era |
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and what everybody's doing is spending all their time |
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deploying cynicism and looking at the things |
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that are negative about it without realizing |
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it is the full empowerment to whatever you want |
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if you're willing to be a practitioner
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and actually learn this shit and execute it. |
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This era will go away.
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Many of you follow me, know I'm all focused on voice, |
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and Alexa and all this.
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It's all going to happen.
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Shit changes.
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Whether it's blockchain, or AR, or VR, or voice, |
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this internet era, this golden era,
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as we stand here today, will go away.
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And then, for the same reason that I didn't make |
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any fucking videos for five years
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because I had nothing to say,
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there won't be a great deal like influencers, |
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and Instagram and Facebook,
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and you will deploy regret because you've heard me |
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pound it down your throat and you did nothing about it. |
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So, please, Melbourne, do me a fucking favor |
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on my 37-fucking-hour flight to get here.
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Please make this event, this talk,
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the time that you actually go home and start |
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fucking executing.
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Because I'll be very honest with you.
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I'm fucking tired of the thousand,
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1000 emails every week that I get
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that are the same exact thing,
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titled, I don't know why it took me four and a half years |
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of listening to the same shit to finally do it, |
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but I'm really glad I did,
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because in the last seven months,
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I've made $80,000 and before I used to be $40,000 in debt. |
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Please make tonight the beginning of the next chapter |
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of your life.
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Because when it goes away, I'm going to get quiet |
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and execute, and you're gonna wish,
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you're gonna wish you did something about it tonight. |
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Thank you.
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(audience cheering and applauding)
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Let's do Q&A.
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- [Man] We're not done yet.
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We're not done yet.
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Did you guys learn something?
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Very good.
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Turn to the person next to you and give them |
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a high-five and say, I'm glad he came.
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(cheering)
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- Stop giving high-fives and go fucking run some ads. |
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(laughing)
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Let me tell you something.
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They didn't learn shit.
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If they follow me, they know this is not about learning. |
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I pounded this for fucking two years.
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This is about doing.
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This is fucking exercise.
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You know what to do.
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You still eat cupcakes, fatass.
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(laughing)
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- [Man] Got it?
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- That's what's going on here.
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Fuck.
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(laughing)
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Seriously, though.
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By the way, just to give you a preview,
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I'm a nice guy now, or if you think cursing is mean. |
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But I'm a nice guy if you look under it.
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I'm going to be very mean in four years.
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When everyone's crying about this,
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I'm going to be jumping in a be like,
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you fucking ass, I told you.
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I'm going to be razzing the fuck out of people. |
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(laughing)
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Sorry.
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(laughing)
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Go ahead.
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- [Man] Question number one,
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this came from people that are in the audience here today. |
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So these questions are from you all.
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First question is from Henry Vela,
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a question about gratitude.
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What do you do when someone gives you an opportunity |
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and you know you'll never be able to pay it back? |
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- You know, Henry, you've got to take that
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as a gift, right?
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And the reality is you don't know that you'll never |
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be able to give it back.
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This is what I always talk about,
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how dangerous envy is and not having context. |
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I always tell people, the amount of people
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that throw lucky or other things at me,
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I'm like, look, sure, but what about tomorrow |
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if my daughter gets hit by a bus and dies?
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Am I then lucky?
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And I know, I know, but that's how I think? |
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For Henry, you don't think you can give that person |
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anything back today.
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That's just not how life works.
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You might be able to.
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So, A, accept the gift and be grateful.
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Try to help other people in ways you can.
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But if you're so fixated on helping the person |
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that put you on, recognize that life ebbs and flows. |
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Who's winning today loses tomorrow and vice versa. |
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It's a fucking marathon and everybody's just judging today |
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without understanding tomorrow.
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I spend all my time anticipating tomorrow.
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That's the rant that I just gave for 45 minutes. |
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So that's how I think about it.
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- [Man] Yeah, very good.
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Next question: What is you number one tip
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for growing a wealth and investment advisory firm |
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in the digital age where access to information |
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is so easy?
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How do you get to be number one?
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- Number one comes in all shapes and sizes. |
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I mean, to me, it's just a process of aspiring |
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to be great.
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I think it's about, for me, where the information's free, |
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it becomes, especially, in wealth investment |
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and things of that nature,
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it becomes a personal brand world.
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People buy from people.
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That's just the way it's always been.
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And so, the more, and by the way.
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The biggest reason so many people lose in legal |
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or wealth or things of that nature is they front, right? |
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They play a character on social media
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not who they actually are, right?
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And so, as you can imagine, in 2008-2009,
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I missed out on 90% of my speaking engagements |
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because I cursed.
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It was less acceptable than it is today.
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I still do but I didn't know how not to be me |
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and that was just the way it was going to be. |
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I think a lot of people try to be the person |
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in their LinkedIn profile even though they hate |
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wearing a fucking tie.
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And I think the more you can be yourself
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and just talk about the things you're actually into; |
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there's more people that would get business in this country |
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talking about footie than talking about the actual skillset |
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they have in managing someone's money.
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It's a personal game.
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- [Man] Inside of there, if I can just ask you a question. |
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You said something.
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You said the process of aspiring to be great. |
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But I think that's so powerful.
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Where does that come from for you,
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the process of aspiring to be great?
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- I just love my game.
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I love my game.
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I don't want to win because I want to keep playing. |
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I never want it to end, right?
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Once you find what you love to do, you've won. |
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And so, for me, I'm trying to get better at it |
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all the time but I'm not fixated on being number one, |
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or having the most money or revenue.
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I'm just in my own little insular circle
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just enjoying it and trying to get better at it |
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and letting the chips fall.
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I mean, it's incredible how little I know about |
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anybody else that does anything that I do.
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I've never watched anybody give a talk in my life. |
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I've never read a business book in my life. |
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I've never listened to a complete podcast
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of anybody's podcast.
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I'm sure they're great.
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I'm sure you enjoy it.
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I love that.
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I watch sports.
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I'm not saying that you shouldn't.
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It's just not my process because it doesn't matter. |
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The only thing I care about is the audience. |
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The only thing I care about is the audience. |
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And so, that's why I read all my comments.
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That's why I have insights on this,
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why I got into places like empathy or judgment. |
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Once you understand that somebody knows everything |
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that they should be doing,
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you have to ask why they're not doing it.
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You start getting into mommy and daddy issues. |
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You start getting into insecurities.
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You start getting into a lot of people here |
|
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not building personal brands because they have skeletons |
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in their closet and, once they get public,
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they don't want to deal with the ramifications. |
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There's real shit out here.
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(audience laughs)
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I always enjoy the skeletons in the closet. |
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People get really weirded the fuck out.
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People's faces get funny.
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(laughing)
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- [Man] Next question comes from Veronica.
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How do you get in with the right people?
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For example, if you want to get in with the people |
|
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who choose the light bulbs
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for the next multi-billion dollar hotels.
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- Yep, Veronica, you have to reverse-engineer people. |
|
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It's really easy.
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You know who the decision-makers are by title. |
|
|
Follow them on LinkedIn, Facebook, Instagram, Twitter |
|
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and see what they care about and if they're into things |
|
|
that I've talked about already.
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|
Footie, or Margaret River Cabernet.
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That is your gateway.
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There's a reason people play golf or have steak dinners. |
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They get to know people.
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They get to know their spouses.
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They get to know things that make them tick. |
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And then they exploit them,
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if you want to go cynical with it,
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or they just use them to do business.
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But Sarah who makes that decision is the person |
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that you need to reverse-engineer.
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And so, one of my favorite things about social media today |
|
|
in a B2B environment is following the people |
|
|
that you want to do business with and figuring out |
|
|
what they love.
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And then, if, to me, I think manipulation's scary. |
|
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So, for me, I'll never, when I know something |
|
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about somebody, make pretend I like it too. |
|
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I'll look for the things that I have a common interest in |
|
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and I'll lean in there, or I'll have a teammate |
|
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that has a common interest,
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or I'll just reference that interest,
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just showing respect that I understand what's going on. |
|
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I think too many people fake.
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People try to do that to me all the time.
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They're like, Gary V, yo, the Jets, right.
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I'm a big Jets fan.
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I'm like, name the offensive line.
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They're like, oh, fuck.
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I'm like, fuck you.
|
|
|
(laughing)
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So I think you have to be careful to fake it |
|
|
for the sake of business which is why I always |
|
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bet on authenticity.
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And so, but you can reverse-engineer that person. |
|
|
- [Man] Yeah, very good.
|
|
|
Next question comes from Shermaine.
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|
|
What's the best way to support teenage kids |
|
|
who have an entrepreneurial mind and limited assets? |
|
|
- Well, limited assets is the best fucking thing |
|
|
for any entrepreneur.
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|
|
I mean, I don't know how people haven't realized it. |
|
|
Here's the secret: Adversity is the foundation of success. |
|
|
This would scare me a lot more if they had
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an entrepreneurial mind and had tons of assets. |
|
|
Entitlement and too much abundance
|
|
|
creates zoo animals.
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|
And so, to me, take more away from them.
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|
(laughing)
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I mean it.
|
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|
And definitely don't dwell on things.
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To me, I think the thing that my mom did really well |
|
|
was she saw that I was entrepreneurial
|
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|
and she doubled-down on it.
|
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|
And she punished me for bad grades but she didn't make me |
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feel like that was the most important things in the world. |
|
|
And so, I think finding a balance of raising |
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|
a child with entrepreneurial aspirations,
|
|
|
finding a cadence between them respecting things, |
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|
but also leaning in on their strengths.
|
|
|
But it's interesting that the person
|
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put limited means.
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|
It means that they're feeling some insecurity |
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|
that they can't give their kid a $10,000 boost. |
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|
That's the best thing that happens.
|
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|
Put a kid out there that has to learn how
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|
to eat for themselves.
|
|
|
The best thing that ever happened to me
|
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|
was when I rolled up on my mom in fifth grade |
|
|
and I was like, mom, everyone's getting Nintendo. |
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|
I was Nintendo.
|
|
|
She looked me dead in the face and, with her Russian accent, |
|
|
she said go buy it.
|
|
|
So then, I fucking shoveled snow and fucking raked leaves |
|
|
and washed cars and sold lemonade.
|
|
|
And from a very young age, I learned how to make money |
|
|
for myself.
|
|
|
I genuinely think entitlement is poison.
|
|
|
Abundance is poison for entrepreneurs.
|
|
|
I genuinely think restrictions, limits,
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|
|
and lack of resources are the foundations
|
|
|
of the best entrepreneurs.
|
|
|
- [Man] Yeah, very good.
|
|
|
Next question comes from Chris.
|
|
|
He says how can I take my indie comic book
|
|
|
from being a small-scale project into a large brand |
|
|
that more readers will care about and enjoy |
|
|
just as much as I enjoy creating it.
|
|
|
- Chris, I think there's a couple of things. |
|
|
One, first of all, you have to understand,
|
|
|
the market is the market.
|
|
|
And so, for me, two things that I would do. |
|
|
One, if it's good, I'm blown away by how many people |
|
|
get mad at doing free work.
|
|
|
All these creators get mad at free.
|
|
|
It's so laughable.
|
|
|
I always do shit for free and will continue |
|
|
to do things for free because it creates leverage |
|
|
and context.
|
|
|
So what I would do, Chris, if you can afford it, |
|
|
and if you couldn't afford it, have a side hustle |
|
|
that lets you afford giving away 3,000, a thousand, |
|
|
2,000 of the comics.
|
|
|
Go to a Comic-Con.
|
|
|
Use online hashtags of people that are interested. |
|
|
Just give it away.
|
|
|
The attention's worth more than anything else. |
|
|
And I always say, watch what I do,
|
|
|
not what I say.
|
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|
There's a reason I don't sell products.
|
|
|
There's a reason I don't have masterminds,
|
|
|
or e-books, or things of that nature.
|
|
|
I give away all my content for free
|
|
|
because your attention's more valuable
|
|
|
than extracting money from you.
|
|
|
So I would give away the comic book at scale. |
|
|
- [Man] Very good.
|
|
|
Next question, the last question,
|
|
|
number six comes from Pam.
|
|
|
She says what's the number one piece of crap thinking |
|
|
or behavior that gets up your nose?
|
|
|
She wants to know what this room needs
|
|
|
to hear to start doing better in business and life. |
|
|
- Man, I like you, Pam.
|
|
|
(laughing)
|
|
|
Pam, there's a lot, I mean, look,
|
|
|
there's so much...
|
|
|
I mean, look, the thing that really drives me crazy, |
|
|
and I just spoke to it, is entitlement.
|
|
|
Anybody here that thinks anybody owes them anything |
|
|
is already in deep shit.
|
|
|
Entitlement's stunning.
|
|
|
Number two, the thing, lack of patience.
|
|
|
It's why I push it so hard.
|
|
|
You want to make a million dollars a year
|
|
|
and you think that's supposed to happen in the first |
|
|
two three, four, five, seven years of you doing something. |
|
|
It's laughable.
|
|
|
People have gotten so crazy about the one
|
|
|
or two things like Uber and Instagram
|
|
|
without realizing that it's, you're more likely |
|
|
to win the lotto than start a company that looks like that. |
|
|
You're more likely to get struck by lightening |
|
|
seven times than starting anything that looks like Uber |
|
|
or Instagram.
|
|
|
So just people's perspective is completely fucked. |
|
|
I don't understand what people are doing out here. |
|
|
I don't know what it is in Australia, look this up. |
|
|
The median income levels compared to what people |
|
|
are aspiring to.
|
|
|
I America, if you make $440,000 a year,
|
|
|
you're in the 1% earners in one of the richest countries |
|
|
in the world.
|
|
|
If you make $440,000 a year in America,
|
|
|
you're in the 1%.
|
|
|
That's the bottom of the 1%,
|
|
|
but you're in the 1%.
|
|
|
Yet, everybody's walking around like,
|
|
|
if they don't make a million bucks,
|
|
|
they haven't even started doing anything.
|
|
|
And so, perspective, entitlement,
|
|
|
complete lack of patience.
|
|
|
This stuff is hard and takes a lot of work. |
|
|
Clearly, what gets in my nose,
|
|
|
which I like the way you put it,
|
|
|
is when we transition to this Q&A,
|
|
|
that I had a rant for two more minutes.
|
|
|
I can't wrap my head around how many people |
|
|
have consumed the same shit from me 67 times, |
|
|
in written form, in audio form, in video form, |
|
|
and in 88-page deck form, in LinkedIn form. |
|
|
I spend millions of dollars saying the same fucking shit |
|
|
in 400,000 ways, hoping today's going to be the fucking day. |
|
|
That fucking pisses me off, Pam.
|
|
|
(laughing)
|
|
|
(audience applauding)
|
|
|
- [Man] That was the last question.
|
|
|
So any last words?
|
|
|
You flew 36 hours.
|
|
|
You're here.
|
|
|
Any last words you want to give?
|
|
|
- That's a big sign.
|
|
|
Can I ask a question?
|
|
|
Yes, that's just, I have to reward that ridiculous sign. |
|
|
Go ahead.
|
|
|
(laughing)
|
|
|
I'll repeat it.
|
|
|
(speaking faintly off mic)
|
|
|
I'm here.
|
|
|
Come up here.
|
|
|
Let clap it up for Amir.
|
|
|
Yo, Amir's buddy, hold up the sign that you guys made. |
|
|
Stand up and hold it up.
|
|
|
It's such a piece of shit,
|
|
|
(audience laughs)
|
|
|
but it worked.
|
|
|
Come up here, Amir.
|
|
|
Bring your fucking sign.
|
|
|
This is perfect.
|
|
|
This is attention arbitrage.
|
|
|
I mean, how much did this piece of shit cost? |
|
|
Like, a dollar?
|
|
|
Look at this.
|
|
|
But it worked.
|
|
|
Good job.
|
|
|
What's your question?
|
|
|
(cheering)
|
|
|
Do you have a mic for him?
|
|
|
Or you can speak into my mic.
|
|
|
- [Man] Here, I'll give him mine.
|
|
|
- There we go.
|
|
|
- I'm currently 15 years old.
|
|
|
- 15?
|
|
|
- Yeah.
|
|
|
(cheering)
|
|
|
I skipped a day of school for this.
|
|
|
- That's a great decision.
|
|
|
- Yeah.
|
|
|
- Talk into this so they can hear you.
|
|
|
- My question is is there any chance
|
|
|
you can be my mentor?
|
|
|
- So, Jesus.
|
|
|
(audience laughs)
|
|
|
Definitely not.
|
|
|
Mainly on the back of I don't even know how people, |
|
|
I don't even talk to DRock.
|
|
|
I barely talk to my mom and my brother.
|
|
|
I don't want to stand up here in front of,
|
|
|
I don't care how much they aww and hum.
|
|
|
I've no interest in bullshitting you.
|
|
|
I think mentorship is an interesting thing. |
|
|
Here's what I would say for you.
|
|
|
One, especially, with me, nobody is spending more time |
|
|
and energy and resources trying to show people |
|
|
what to do.
|
|
|
It's literally like I'm putting it out every day. |
|
|
So mentorship, super-easy.
|
|
|
Number two, what I will do is I'm more than happy |
|
|
to give you a summer internship on my team. |
|
|
(audience cheering)
|
|
|
So if you can figure out how to get to America, |
|
|
I'm sure you will.
|
|
|
You made a fucking sign.
|
|
|
And so--
|
|
|
- [Man] Wouldn't use that as a boat.
|
|
|
- You can just get on that.
|
|
|
Happy to do that for you.
|
|
|
- Thanks.
|
|
|
- You're welcome, buddy.
|
|
|
Just send me an email.
|
|
|
It's [email protected]
|
|
|
Good job.
|
|
|
Take care.
|
|
|
Come on.
|
|
|
DRock needs still shots these days.
|
|
|
I can sign it.
|
|
|
Hold this up.
|
|
|
DRock's been fucking bugging me.
|
|
|
(audience laughs)
|
|
|
Awesome, you got a pen?
|
|
|
- [Man] Here you go.
|
|
|
- Markers, nice.
|
|
|
Now, here's the most important part of this. |
|
|
You have to sell this on eBay.
|
|
|
(laughing)
|
|
|
Melbourne, I love you.
|
|
|
- [Man] Give him a hand.
|
|
|
(audience cheering and applauding)
|
|
|
Gary V!
|
|
|
- Do something!
|
|
|
So something, please!
|
|
|
Thank you.
|
|
|
Thank you for coming.
|
|
|
Thank you.
|
|
|
Even you.
|
|
|
Thank you.
|
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