How to Actually Build Brand and Sales In the New Social Media World with Gary Vee

I can't believe none of you, most of you, the majority of you are not and taking this more serious. Social media is free. They don't charge you when you post. This is right about now with Ryan Alford, a Radcast Network production. We are the number one business show on the planet with over 1 million downloads a month. Taking the BS out of business for over six years and over 400 episodes. You ready to start snapping necks and cash and checks? Well, it starts right about now. What's up guys? Welcome to right about now where it's always right and it's always now joined today. You know, it doesn't need much of an introduction, but you know, I've got at least six titles for them. Zero entrepreneur, chairman of VaynerX, CEO of VaynerMedia in five times. New York Times best sellers and we're going to make it six. Gary Vee, what's up brother? How are you my friend? I'm good. You know, life is good. I cannot complain. No one would listen anyway. When you decide it's good. That's right. Well, you control our own destiny and what we think about it. It's actually scary how much perspective is the punchline, right? Like there is for every person listening, there is there are millions, if not hundreds of millions, and probably if they're listening to this billions of people, actually definitely billions of people on earth that have a quote unquote worse than you. There's 800 of course, it's billions. There's 850 million people on earth that don't have access to clean water. And somebody before listening to this podcast, this meeting was complaining that their flight was delayed for 30 minutes. Yeah. You know what, Gary? I just thought about the pothole that I cursed out on the ride over here to my office. I drive one mile to work. Brother, you need to make a video of you feeling that pothole from middle of the night and close to the Facebook locally and you can come to local hero. No, shit. I'll send it to city council. You know, they get my taxes. I should fix this one pothole. I'll do it for them for the sake of the sake of the whole town. Gary, what the hell's new, man? I mean, you got your hands in so much shit. Like, I don't even know how you keep, I have my hands in a lot of shit. Then I watch you and I'm like, God, how do you keep your head straight? I think for me at this point in my career, I have so many right hand men and women, right? I'm in an earned luxurious place of eating a lot of crow and putting a lot of deposits down over the last 30 years, right? So at 48, you know, when people are like Vayner sports and V friends and Vayner media and then Vayner X, there's eight companies under it and then the Pickleball team and then the restaurant group BCR and, you know, just like to your point. And there's the wine techs.com everybody should be by wine. Wine techs.com sign up like that. They see it and they're like, how? And I'm like, well, AJ, my brother, Marcus, who's been with me for 15 years, runs the Sasha group. Caitlin McNamara is my chief business officer for Vayner X. She's been here 11 years. Hannah's my chief of staff. She's been here for 10 years. Claude, it's HR for all of it, 10 years. Mark Yudkin, General Counsel and Concil years and COO for Vayner X 16 years. Brandon Wardck, he's my best friend for the last 34 years, one's wine business. Ryan Harwood's my GM and partner in the Pickleball team, 13 years. Like, you know, you're young in your journey. You're a youngster as you make, this is the reason people don't understand. If you want to build something meaningful, it's only relationships. If I had people that I just hired a year or two ago, in all the rules that I just mentioned, by the way, there's another 50 that I didn't mention, that are here seven to 15 years, either running departments offices or important things, Andy K runs V friends, 13 years. Sid runs my personal grand content a decade. Like, Dustin, you've been here now for six. You know, like, it's, you know, build a culture, do right by people, give a shit about them, create long jeopardy. I don't know how many people listening, like football, the way I do, American football, but if your offensive line is intact, the same offensive line, year after year after year, watch how good your football team will be. Not real anymore with injuries and free agency, but Jesus Christ, that's how it takes a village. And it requires you to love them, not they work for you. And that's where everyone gets it fucked up. When you're a boss, you work for them, not they work for you. The day you figure that out is the day you start creating continuity and the day you start creating continuity, you start to build the blueprint for scale. Amen. I learned that the hard way, man. I did, you know, my time in Madison Avenue in New York, you know, my late 20s, early 30s. And it was me, me, me, me, me, me. You know, and I thought you could carry the role to own my own talents or ability or, you know, whatever the hell. And you get grounded real quick. You cannot grow. You can't do what you want without others without a hell of a team. If people don't like you, you're in trouble. That's right. And people are never going to like someone that is only in me life. When you flip that M and you go, we life, it gets real good, real fast. And then there's a complex thoughtful leader. You start to understand some people want money, some people want a title because they're insecure and they want the status. Some people want to work like balance. By the way, some people, these are the people I'm always gravitude. They want challenges and different things. They want some people want to travel. So, you know, so I mean, I don't know like I'm not in the business of judging what my employees want. I'm in the business of trying to figure it out. Yep. And it sounds like you're doing a pretty fucking good job of it. You got a lot of longevity there. I saw Claude's post yesterday. I think it was like 10 years. And I was like, you know, your chief people officer hanging around for 10 years. That's that says a lot. In a real way. And you know, it's the thing I'm most proud of. It's also the thing I'm most disappointed about in my career. I would have more people to name for you right now. If I had the ability to be candorist to my employees in my 20s and 30s, Gary Vee, the one that all of you know, if you know who I am, he built himself on candor. It's my greatest strength. I'm trying to tell the truth both in the macro and the micro, right? In the macro with like all my mindset stuff and the mic, this is why I wrote the move up. This shit. Did you get a chance to look at it right? Oh, yeah. Did you read it? Or can you see it on the screen? I did. Did you get it to read it? Or did you? Or neither? I don't care. No, I got about three fourths the way through it, brother. So you agree with me? That is a fucking textbook. Like it's detailed. Oh, dude, it is it's the it should be in every school. In every business school, it's it's it's more honestly, Gary, as I read it, I thought more like curriculum, love slash. I was coarse like it was so you're charts and shit. Like I think you said that on social day, but that's somebody that's exactly what I thought I was like, it is. It's like a damn schoolbook for how to own social media. It's not even social media. It's market. I feel like yeah, it's market. Yeah, it's like, you know, go where people are. Yeah, it's to that point. So you know, when I think about things, I'm trying to bring value, right? That is that is the number one thing I'm thinking about at all times. And so my candor is incredible. And because if you don't give it, you can't really bring value as a public figure in my private life, both personal and professional, but sticking up professional, my inability to communicate when I love someone. And I'm a lover boy, meaning like you worked for me for a week and I think you're a good kid. And you got something. I'm like, yeah, we're family. Like I go. I'm like, I'm like, I don't go Gary. I'm very into that coach Gary guidance counselor Gary big brother Gary. I love that shit. It's my gift and at times my curse. And when I say my curse, it made me not be able to tell people that were bad at their job, that they were bad at their job. And then what would happen is I would get resentment because I wasn't communicating. And then at some point, I would fire them sloppily because I didn't give them enough feedback. That is the great scarlet letter of my professional building culture career. I feel like I've really supermanved it. I think I I think I will be revered. I believe that. And that's a ridiculous thing to say, but I really do think when I'm old people, and they look back at all the footage, people will realize that empathy and kindness, people that words that people thought were like soft sifty stuff in business land, that I looked at it as like a real thing, not because I'm altruistic, but because I want to fucking build businesses and build empires. And it requires it. And I think people look back at me being a contributor to the evolution of finding that middle. Now, the problem is when people hear me say this shit, sometimes they think that I'm talking about entitlement, right? You know right now the biggest issue for businesses, mine included, is you've got employees who don't want to work and get paid. And so I just want to say real fast when everyone hears me talking about kindness and all this nice stuff, I'm not talking about like eighth place trophies. I'm not talking about entitlement. I'm talking about finding the middle and I'm passionate about that. Yeah. Well, I think you've found a pretty good balance of it. You know, I am going to come for my check though. I lost a million dollars found with my passion and a car business in 2014. And that shit didn't work. Yeah. I had Carvana's idea before Carvana. I just didn't know how to operate. I knew how to market it. Yeah, I'm a marketer. Well, you just explained that I was actually right. That all of your passion almost led you to Carvana. It just sounds that you weren't good enough to pull it off. I was. I say this whole time, like passions always write because you like it more. You know this. You're like, look, I love marketing. So I love Vayner Media. You know, I love wine collecting and trading cards and like it's easy for me to do well in things that I love. If you know, look, I'm a salesman. I could sell anything. But if you like something more, you're going to do it at 10 p.m. to midnight because it's your hobby. And if you're doing something you don't love, you're not. It's not complicated. And so passions are a great way to go. The problem is you have to be good enough. Yeah, exactly. That's the, that's the day. That's the slippery slope, though. Is someone who's been like, you know, growing, especially with the podcast app that it's great to see from afar. When you read three, four, so the book so far, this is now me being curious. What was the biggest like moment where you're like, oh, shit, that's how it's being or aha, like did anything strike you? Yeah, I'm going to give you a quote. It's because people tend to dismiss what's underpriced today instead focus on what used to work in the past or what might work in the future. The process that continue to underestimate what's working right now. And that was my favorite quote from the book because it was, I, I feel like I'm progressive. You know, I mean, if you're the king of progression, I mean, I'm the only second tier. And so I believe it. But then I start looking at the sacred cows that I have. And I'm like, I need a fucking get over that shit. You know, I've been late to the game on TikTok, even though I, I know it's big. And I know that it's underpriced. But I'm, but, you know, and so I'm guilty of it. But that quote alone, that scenario, is it that? How many followers do you have on Instagram? 200,000. Close to that. So is it something where you're like, you have this great number on Instagram? You're like 200,000. Like, are you worried from a brand perception standpoint that if you go to TikTok and you have 83, it makes you look smaller. Those first couple weeks and months. No, I don't give a shit what you think. That is, that's a huge one for people. Yeah. They're in, they, they, they miss on, they underestimate the upside for the short-term worry of brand. Is it because you did the cliche thing of like, oh, it's just teenage girls, and it just couldn't get out of that mindset? It first it was. And then I started posting and, and, you know, hit off, it was a couple of years ago. But then I became self-aware that I wasn't doing it right. And I stopped. And I said, I'm not going to redo this until I get the team around me to do this right. And now I do. So we're about to go back at it. I think that's, it's a much better answer than most. Yeah. But the reality is, and why I circled that quote and why it stuck with me and I was reading is because I think that's what most brands and people are stuck in, though, is the sacred cows either or, or the future. I talked to somebody the other day that fits this perfectly. Stuck on SEO, right? And in fact, you're weighted with AI and no conversation social. Yeah. Right? Like, tried and true. I'm like, tried and true for, yes, SEO works, but it doesn't work the same way it worked in 2004. AI, yes. But like, you don't even know what you're talking about yet. And your industry is not even affected by it yet. And like, meanwhile, all your action is on posting on LinkedIn properly. And you haven't posted on there once. Romantic about yesterday, infatuated with tomorrow, sucking at today. That is the speed of the union of 99%. Yeah. And they get exactly what's the point you made. TikTok can't generate leads like this. Instagram doesn't do LinkedIn like that. Like, and they get to, it's all excuses. Like, let's be honest. It's not only all excuse them to sort of jump in, but also what you're, what a lot of people don't understand is, and you just broke it down. I want to, this is why I'm jumping in. I want everyone to hear this. You just talked about someone who's a salesman, not a marketer. Yeah. What most people don't know about themselves that are listening right now is their salespeople, not branding and marketing. Like, you, like, like, what could, you know, when I was coming up the game, everyone's like, oh, Gary doesn't get it. He said, no, I'm doing, he's not doing funnels. He's not doing, they didn't get it. I was playing chess. They were playing checkers. Like, they were looking for short-term arbitrage. I was playing long-term brand. If you, if you're listening way down, you say, if the top doesn't get leads, you're a salesman. Yes. Which is, by the way, I'm a salesman. I like that. But you know who salespeople are? People that don't know how to do brand and market it. Yep. They have to be left with sales. And then, you know, what the 98% of the rest of the world is? They can't do either. Which is why they work for salespeople or marketers. That's right. Everybody wants out. Everybody wants outcomes today, dammit. You know, and everybody's impatient. You know, look, you know who's getting outcomes today? Nice. You know how they did it? Building a brand. Exactly. You know who's getting outcomes today? This motherfucker right here who's been doing this show for six years and Gary Vee's now sitting in front of me. That's exactly right. But that didn't happen six days in or six months in. No. Of course, hell no. It's the game. By the way, people like, oh, Gary, I was like, oh, Gary, nothing. I worked every day in a liquor store for 13 years to figure out how things marketed and branded. Like, and before that, I spent my childhood in marketing and selling. Like, I don't know what, I think Malcolm Gladwell's thing was 10,000 hours. Motherfucker. I don't know. I got to run the bath. But whatever fucking one of my 40s, whatever 42 years of trying to sell or make signs or build brand, of course, now, whatever 40 and I didn't do school like that. I gave it none of my time. Whatever 42 years subtracted by seven hours of day on sleeping on average, whatever that math is, that's how many hours I've put into this craft. You got the, hey, that's what I'm saying. That's why I've always, I better agree with everything that you say. But I've always respected the hell out of you because you live exactly you preach and you're do. If you really watch what you're doing, Gary, you've always done what you're telling other people to do. That's the, that's the secret, guys. One, I appreciate your opening line. I want people here as no one should agree with anyone on everything. It doesn't even make sense. We all have different life experiences. We end up figuring it. By the way, we also all change our minds. Many people have written to me that they didn't believe something and then they believed it or vice versa. That this why I call my book day trading attention. Someone email the other day and said, hey, I watch this video. I've been trying. It's not working. I replied and I'm like, bro, I did that in 2009. That video's from 2009. It's changed. And so, you know, we shouldn't. I appreciate that. I really do, I'm scared to be wrong. So I talk about the things that I know or the things that I'm living and I stay in that pocket. The biggest compliment I ever get in social media is normally when someone's trying to troll me in the comments. They're like, Gary Vee, you say the same shit and I reply, I'm like, thank you. I'm like, what do you want me to be? I don't believe in just to say something different. But what you're doing is the epitome, what you're preaching, which is brand. And brand, you play your greatest hits over and over again. And you're literally, you know, because if you're not consistent, you can't build a brand. I just want to work for Rolling Stones is going on touring these motherfuckers. They even stay upright. I know I'm like, when I go out with my friends, like three weekends in a row, but to be touring is a rock star for 50 years. I don't know how the fuck they do it. But I digress. I think it was legal drugs. Yes. Yes. I do. I will say this. So I'm a father of four boys. Yes. And I had like a couple things. I had to get in on top of this. I was like eight to 14. And they're into trends. But they're not into social media. I don't really, they're not really allowed to do it per se. Yeah. Hey, balance that. Like what's the, but I know being in the business like you, it's good. It'd be fucking great for them. You know, but it starts with knowing the kid, right? I'm sure, you know, I have 14 and 11 soon to be 12 15. So I'm in the same pocket as you got a couple more. First of all, that's epic. Having four boys between that age. I honestly, that's pretty, you should just be filming that. That's pure entertainment. Those characters, all sorts of things. Oh, dude, we're doing everything. Yeah, it's awesome. As you know, out of the four kids, I'm sure if I said you, you have to, you have to have two of the kids be on social media 12 hours a day. It's now law where you'll go to jail. You very quickly right now already know which two can handle it better than which two. Yeah, right? So, you know, I think the way parents have to think about this stuff is, first of all, every parent needs to do what's right for them. That being said, I do think we need to be a little bit more thoughtful than just demonizing it. What is social media today is amateur hour to what they're going to be dealing with in their 20s and 30s. The cell phone and social media today, when their RH is going to look like the beeper and the CD ROM. It's mundane. When everyone's like, oh, you've got to get them out of the phone. Like, I can't get them out of the phone. They've got to see the real world. I'm like, mother fucker, when they're 40, they're going to live in VR 24 hours a day. Where's the real world? You know, it's an epic container. Like, the world's going to change. And so, I think it's a balance, but I think the answer to the question is very simple in my mind, friend, which is as soon as you can build actual self-esteem in the four of them versus fake self-esteem, the better they will be able to handle anything. When they finally do get to 16 or 15 or 19 or whatever the rules are in your house and they're allowed to be on social and they post their first thing and people say they're ugly, they're stupid, they're idiots. If they have actual self-esteem, they'll be able to deal with it. Yeah, that's the key. And we make them do tough challenges, you know, like we don't shelter them. And that's, you know, they have to, they have to be on their own merit at times and see success from it. And so, but no, I appreciate that input. So, talking with Gary Vaynerchuk, author of day trading attention coming out the 19th, I believe. Isn't that right, Gary? We're like, I think days away. 21st. We're releasing this, I think just before the episode. So, goodbye at Amazon. All the locations. We'll have all those links. Gary, I mean, it's obvious to me, you know, like why you wrote the book. It's the guidebook for attention marketing today. Now, now. But, you know, how do you implement, how do you eat your own dog food? Like, what's your process for staying? I mean, you got the team, I'm sure. But staying ahead of that attention curve. It's three things. It's team on team and me, meaning there's me. And I live this. This is what I do for a living. There's my team of 30, 40 people, team Gary. We're constantly flowing in a WhatsApp thread. What's working? What's not working? The analytics, the first three seconds of the video. Like, it's so cool to be on this show, knowing there's not a single person listening right now that should not buy this book. That's insane to me. And I'll tell you why, because if somebody's listening right now and they're principle of a high school, if they're listening right now and they're a middle manager and a corporation, if they have a nonprofit, if they're a board member of their country club, no matter who you are on earth, knowing how to get people to hear you for whatever you care about, raising money for a nonprofit, selling t-shirts, getting people to use your auto body shop, buying your new tequila. Like, whatever it, it's so cool. That's why I'm so excited about this book. I know everyone's going to get value and that's why text book because everyone, most people can learn in that format. Ironically, I'm one of the few that you have. Anyway, how do I do it? It's what I do for a living. It's what I do for 12 hours a day. But I also like to give people context, there's 50 people that work at a department in my company called the PAC department, platforms and culture. All they do for a living is pay attention to what the platforms are doing and how the algorithms are working and what the best way to get 50,000 views instead of four views, the best way to get a million views instead of 100,000 views on every platform. Snapchat spotlight. LinkedIn, I'm one of the few humans on earth that over a million followers on all of the platforms. Pinterest, LinkedIn, Snapchat, YouTube, Facebook, Instagram, TikTok, like Twitter, like I believe in all of these platforms have way more attention than people think, way more. And I believe that being the best added matters. And so how do I eat my own boat food? I'm going to show it to you. I know this is probably audio for most people. But for example, literally this morning, 8.34 this morning, right? I wrote the copy personally for my post on Instagram. Yep, right? I'm in the gym. I'm in the gym. I'm the one. There's no steroids here. There's no big. There's no fucking taking a young person's blood and transfusing it into me. I'm in the phone. Oh, come on. You had a vampire facial last night. I know you. But I'm fucking, you know, I'm fucking in it. And I want to be the best in the world at it. And then I'm very lucky. I also, well, lucky. I built a 2000 person global agency. It's one of the biggest best social media and overall marketing agencies in the world. So I've data. My company spends billions of dollars, Ryan, on media, on social media and media. Billions. Do you know much information I'm seeing? And for everything, chicken wings and and and sodas and hoodies and airlines and all of it. So, you know, I'm in a very unique position of seeing a lot more than the person you see in your feed that's giving you like an Instagram hack that's looking like a professor. And I like those characters. I think they're doing a lot of them are doing decent jobs. But mine is so I'm I'm unique in that I'm sitting with information that is like incredibly rare. There are there are no there are zero humans on earth that have a 2000 person global agency global Latin America, APEC, Europe. And they themselves are one of the most established content creator personalities in the world. I am that person. And I'm very humbled by that actually. And I'm so humbled by it. And I was so parented well that and I'm such a weird character. Do you know what my team feels about this book? The fuck my agency's mad at me. Forgiving it away. Doing and I'm like, guys, this doesn't the information can't sit with us. It doesn't sit that long. It's day trading attention. It's going to change. But I'm going to give everybody the principles. And I'm going to tell them there's not one person that doesn't follow this that won't get results similar to best practices in health and wellness. I promise everyone who's listening. If you cut down your carbs and sugar and you go to the gym and actually start doing, you know, strength work, your body and your physicality will be better two years later. I lived it. You've seen my videos. Yeah. And I've got the emails from Brandon from Wine Library from 2009. I was going through all my like I like did that Gary V. Search through like I like I've like known Gary V like that look I got Brandon's fucking email sending me a wine list from 2009, I think. So when you brought his name up, I was like, I totally yes, yes, day trading attention with Gary V. So you brought up the 2000 people. I asked I asked my community. I was like, all right, well, you want what do you want to know from Gary? Repeat question. It was all about AI, right? Go figure. So what industries including your own because you got to think about it, you play 2000 people and marketing and advertising will be impacted. It has been impacted. So what are the industries that you know are going to be most impacted and how do you reflect on it as it relates to like your company? Advertising. Yeah. Marking. Yeah. Right. We're right at the forefront of this. We're the bookstores. We're the taxi cabs. Like if you're a doby designer, if you for a living design images on a doby for an agency, you better wake the fuck up. Like you've got a few minutes here because we've got to figure out copyright and trademark law companies are going to be the big companies that use agencies are going to tread lightly, but minutes shit is coming brother. It's really coming. So I think a lot about it. This is why we spend so much time on strategy and thinking and not just being someone who makes something. I tell my team all the time, we get paid for our brains and what we make, but I mean, to answer your question, everything. If think about the last 20 years, everyone who's so proud that they've told their kids to become coders and developers and they've gone on to make good money. And now you can already see the early stages of like, wait a minute, five years. Am I going to be able to build an entire website by talking it out and then an AI will just write the code? Like it's, I mean, brother, I'm even worried about the only thing I've always thought I had, which was my brain. I believe that you can map everything that I've ever said and that eventually the machine learning and the technology will get so good that I believe at some point, everybody on earth can think the way I think, can literally get answers to how I'm critically like, what does Gary be thinking about this? Let's say a new thinking about Schmaga. What does Gary, what would Gary be think about Schmaga? Enter and that because of everything I've ever said on the machine learning and all the work that the answer would actually be the answer. Exactly. If you aren't thinking about that, if you don't, if you haven't made that connection, you're fooling yourself. Like if you haven't thought that deep down this rabbit hole, it's why I've always said this. The ultimate is brand because it's the only thing that's left after everything gets commoditized, which allows you to pivot to whatever is left. Gary Bees carrots, organically grown, good for your health, buy now, toilet bowl, whatever. I mean, I thought about, you know, like blue collar stuff, you know, to me, it's like, you know, for me, as long as I believe in it, when I did empathy lines, I believed in it. I believed that with me friends, I'm building the next Pokemon meat sesame street with this book. When people buy this for 28 bucks or whatever it is on Amazon, I'm like, oh my god. Like they're like, how do they not get 28 hours of value within the first second? They're going to do one, they're going to change everybody's going to change the way they make every piece of content, the first piece of content instead of normally getting 800 views is going to get 8,000 and those 7,200 impressions are worth more than 28 bucks. Like that's a great feeling. People are like, hey Gary, I'm scared of selling. I'm like, that's because you don't believe in what you're selling. I'm scared of selling too, if I don't believe in it. One of the reasons I'm so weird and say different things that a lot of people is, I don't know what to do. I don't even know how to sell something I don't think is right. What do you do? Yeah. Well, authenticity, you know, it proves that you are authentic, doesn't it? Yeah, I think so. I think I think it really matters. I really don't understand. If you, this is what my argument is with a lot of people in Madison Avenue, you were there, right? Yep. They sell shit. They don't believe it. Do you really think if you're sitting right now at OmniCom and selling banner ads on the web that you as a human think that's a good idea? Fuck no. Like if you're selling like, do you really think the best deal in marketing is a billboard outside? Do those people really think that? Tell no. They know. They know. I think they know. They know. Let me ask, I do have this question. I'm going to talk about a couple of pages, a couple of these charts and shit. Okay. Brian, outcomes, attention. How do we, with, you know, I have friends that go, well, you can, you know, take your shirt off and run around and get attention all day. Well, what is that attention? How do you turn attention into intent? How do you turn buzz into bite? Having a, the product or service that people want, asking, this is the follow-up to jab, jab, jab, right hook. This book was originally called jab, jab, jab, left hook instead of day trading attention. To your buddy's points, like if people are going to look at you because you look, being attractive is a really interesting concept to me, right? So like, I think about why people would stop in the feed, right? There's, and really why would somebody sit? There's humor. I think we can all agree that humor is like a great place, right? There's attracted this. I don't think this is going to confuse anyone. Right? Yeah. There's, and there's what I think I've lived on, which is like value of information. And I think of those things in macro and micro. There's some people that are very good at perspective and mindset and blueprint. And then there's people that will go very tactical. And I played both in a lot of ways. So when your buddies go, well, easy for you, right? To get attention, I'm like, look, if Brian is selling, if he's got a shirt off and they stop, but he's selling like B2B SaaS products and none of those people convert, then what do we achieve? And that's true. But if people stopped, and this is why I think people don't mix their content enough. If someone stops and you're looking all these on, they're like, look at those fucking pecs. And then they click your account. And the prior post is you talking in detail about a B2B. I mean, just think about how wild this concept is. He's the SaaS product for enterprise corporate. If three of the thousand people that stop to look at either they want to look like you or they're attracted to you. And then click that other one and be like, what is this? If three of those thousand are actually in that industry, one of those three may lead to a lead. So I think where people get hurt is they do content for the sake of getting attention, but never have the other part of it. And then they don't do the other part of it because their grid doesn't look good or it's not on brand. They don't get it. They're in the business of the academia of marketing or the insecurity of marketing. The reason most people don't put out content that will help them sell more stuff is they know it will do as well. So they keep putting out photos of their abs or their ass. Because they want a thousand likes or they want a million likes. Yeah, they want that dopamine hit. Yeah, exactly. It's all just high school. It is. I won't page 72. Literally a chart. Amplification, spending against what works, AKA not wasting a penny, teaching you how to literally make sure you double down what you need to double down and what you're learning is kind of a learn cycle it away. It's like, okay, what are we learning and how do we double down on it? I'm simplifying. Yep. It's the or get. I'll make a very common sense for everyone. I think you've been paying attention. Everyone was listening. So should we get changed three years ago? It's now about the individual pieces of content, the tiktok application of social. It's not like when I grew up in social where you try to get as many followers as possible and then a certain percentage of those followers see the content. Ryan's got 200,000 on Instagram. I have 10 million. Both of us can post right now today and he can get twice as many views on a video that I can if his video hits right versus me putting out something that really does not hit right. That is insane. Once you know that that content hit right, the algorithm has mitigated the biggest risk in marketing which is the creative. Once you mitigate the risk of creative, you can then decide if you want to amplify it more importantly or equally as important you can also extract insights from it. Why did it do well? That's like what I spent all my time on right. I'm obsessed with why. Why? Why? Why? The most successful people are the curious people. That's what it is. You got to know why. You're your body, your mind, your soul, your being won't let you not ask that question. Yeah, and especially towards the human. That was always what I like that's what I got it. That's who I became. I was just always curious. Even when I didn't know that bullying was based on kids that were unhappy at home, even in third grade, I was like I naturally felt bad for the bully. I'm like something's wrong. And I was scared of the bully like everybody else. And the bully back then in the 80s and Jersey in third and fifth grade, they were big kids. The Williams brothers, they were big kids. I was scared of them but I fucking knew in my heart. I'm like nah, they're not being the shit out of almost for just kicks and giggles. There's something wrong. Why? Why? People are mad at their boss for being mean to them even though the boss has always been decent-ish and now they're like my boss is a dick now or I hate him. I got to get out of here. Fuck him. And they don't realize the why is well a month ago he found out that his spouse has terminal cancer and he hasn't told you yet. So why don't we give people the benefit of the doubt in the story that I just told? Why would you if someone's been good to you for five years or solid or at least neutral? That at the first turn that they were not as good as normal. They wasn't good. Why do you immediately go into I hate that person? I'm done. I'll tell you why because you yourself are insecure. You're not in a good enough place to have the compassion to be like wait a minute. Johnny's been decent. Now he's like really not riding me for this week in a night nice way. People are selfish. They go into what they're feeling. To me that logically is like something's wrong with Johnny. Empathy. I'm very bullish on it and that same ability in human interaction helps you be a good salesman and marketer. The reason I put out good content is I have a good feel of what the world is looking for right now that I feel that I can contribute to. There's a lot of things I know that would do well but I don't think I can contribute to it. I don't know it as well. It doesn't come natural to me. You know I'd love to speak a lot more. Here's one. Let me give you in detail. You're like this dust you haven't heard from me. I would love to talk a lot more about grieving. I think it's a big subject matter. Yeah. I just have been fortunate and unfortunate that I can't speak to it. Here's why. Fortunate because I'm 40 years old and my mom's mom, my grandma who I really knew, my great uncle Misha who's a father figure to me. That's what I'm at. My great-grandmother when I was little. Like unfortunate because so many of my family members died before I was either born. Both my grandfathers. What are my grandmother's? So you know I'm a small family, Holocaust stuff like that. So you know I can't speak to a brother. I have thoughts on it but I just don't feel comfortable. You know I can observe from afar but back to what we were saying earlier I like to talk about stuff that you've lived you know. But one day I will. One day unfortunately I will and I have a funny feeling. In 30 years I'll have content on it because I think it's a big one out there. Yeah it is. I mean social media's made us more connected than ever but yet disconnected from some real discussions. Well that's because we're incredibly emotionally vulnerable as a society week. The last 35 years of parenting specifically has been incredibly bad at getting people to be comfortable with discomfort. I mean but I hope you're 14. You're 8 to 14 year olds don't have a place to you. I hope you don't. Dude you're you're singing from the playbook man. The students that came home with the you know the medallion I think went in the like bottom of the trash can like not didn't do it in front of them but like that's not hanging that's not hanging out you know. There's a really positive way to throw it in trash can like it doesn't have to be like cliche like oh alpha dickhead dad then I'll talk about it. Yeah talk about the reason look their kids are more grown up than people think. You sit down 11 year old and be like listen it's not that I don't want you to have this bullshit six-place trophy or medal it's that you have to understand losing is good you guys came in sixth you guys lost that's good you shouldn't be rewarded for that exactly in the game of the basketball tournament like there's a positive way to talk about it anyway I think I think we have a lot the reason we're lonely is we're we're scared yeah we are opinions we're scared of losing in front of others keeping up with the Joneses blue check marks followers money status how attractive is your boyfriend girlfriend wife husband how much money do they make all these being fucking bullshit bullshit I'll say this that's why you need to focus on what's real what you can do that actually impacts what you're doing that's what this is about like that we get too caught up and shit it's excuses you know this we all know this you get caught up in it you don't know it but once you barely reflect you know it's excuses because you're focused on things that you don't have control over you know and that's what that's what they're trying to do to us right like that's what the news is that's what society is that's what politicians that's what parents like it's what schools do like it's you know control shit in like most of your life this why I love you know it's so funny after my last reign like none of that matters meanwhile I'm trying to build an empire I'm not demonizing success or winning that's all I'm trying to do I'm just trying to get people to be healthy about it so once they get there they can stay there bro I'm sure even at you know I'm sure at this point in your life you've seen in front of your eyes circles or close circles people get real paper and real money and then three four years later it's all gone 100% and sometimes and a lot of times in that story the family's gone the reputation's gone it's not a good life they got the success in the wrong way yep and it's because it wasn't success it was fake success it was proxy success exactly but that's what we got to be day trading attention we don't want proxy success we need all success I'm telling you right now it is crazy I can't believe I'll leave it with this for all of you I can't believe none of you most of you the majority of you are not fucking taking this shit more serious social media is free right it's fucking free brother it's fucking free they don't charge you when you post do you know what a newspaper ad costs a lot you know what a billboard costs a lot do you know what direct mail costs a lot television commercial a lot sponsorship of an embed a lot google ad words a lot pre-roll youtube a lot hulu interstitial ads a lot influencers to plug your product a lot like I don't understand the fuck people are doing organic socially is the most important thing in the world figure it the fuck out stop crying stop bullshitting this is fucking it bingo free I was I was called this book it's fucking free haha double f fucking free and you got the guidebook to do it day trading attention all of it there Gary love a question what's your own versus rented land do you leverage the leverage the free to get them to the owned you know the website you lost yeah yeah of course by the way you could talk about I know I know I talked about please have your default URL proper on your social hell yeah of course attention is always being set to the old right yes when you know like I don't know I'm on this right now getting attention and if it's and if people like what I'm saying they're going to buy a twenty dollar book that's yours right in this scenario I'm obviously sharing that with Amazon and my publisher yeah that at least my publisher had to pay me a big bag to be a partner in it but yeah brother of course because you built brand over time and you had levers to do that correct and of course like you want your podcast link up there or something else like and I changed my links depending on what I want people to know about and so of course you're sending them to other places but you're extracting everyone's like the algorithms of fucking me I'm like no no you should be fucking them it's free extract the attention from it 100% that's powerful everyone cries about social but it's their most important thing yeah because the attention's there yeah that's what look what it's a six hours a day for what 18 to 24 year olds on fucking TikTok I mean 18 to 24 year olds all of us older fuckers are on it all day oh yeah everyone's on it all day if I'm not working what do you all day well that's why do most people watch television with social as the companion definitely Twitter definitely in sports and politics your phone is the TV and your TV's the radio that's right that's right Gary I know people know where to find you but I want to be respectful of your time we come up to it here always again respect the hell out of your directness how you I don't know man it's always been relatable again no matter what you think remember or what you see you've lived it you've done it and I you know I led the witness a little bit with how you're eating your dog food because I wanted them to hear that Gary isn't writing this book he's just giving you the roadmap of what he's already fucking doing every day and he's living it I just I want this for everyone because I think it's going to go away my belief is look there might be another invention but I do believe that in the next 15 to 20 years we're going to be in VR heavy and when we're in VR heavy socials debt and I don't know if Apple and Facebook or Amazon or Google or whoever wins VR if they're not in the mood to give you free awareness like guess what people are going to be talking about how they're scolding you are a free awareness and we all fucked up and did it go hard enough you know people have regrets of like oh wishing college it went to more parties because now I can't or like oh I wish I spent more time with my dad because he just passed and now I can't like I believe marketers and businesses are going to regret the living shit out of the social media free distribution era and that's why while we're still in it I'm yelling at the top of the mountains like please go get more attention so that you can then pivot and do whatever you need to do when the tide turns and that's the biggest that's to take away that's the big aha right it's like yeah it's about so you need some more today of course you do but you need leverage over time that's right you get to take your brand to the next platform whatever it is I mean I did it I I I just did that my digital platforms win library TV on fucking YouTube that's right and I'm midler midler and on you stream for live and me or cat I got attention and and fine I got attention and social camera I got attention and photo booth I got attention and my space I got attention and and you know it just ebbs and flows let's grab dinner in New York sometime looking forward to it thank you brother thanks for happening yeah hey guys unifying Gary we got all the links for him we'll have all the links to the book go buy it man this is the best value in business it should be it should be literally the curriculum my kids are going to read it my wife is a middle school principal she will be reading it and you know what you know where to find us Ryan is right calm we'll see you next time I'll write about now this has been right about now with Ryan Alfred a Radcast Network production visit Ryan is right calm for full audio and video versions of the show order one choir about sponsorship opportunities thanks for listening