# Kevin O' Leary: What Small Businesses Must Do to Stay Alive in 2021 ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=M2PcLUqxjuE - **Дата:** 21.12.2020 - **Длительность:** 9:53 - **Просмотры:** 145,517 ## Описание In this episode, Shark Tank's Kevin O'Leary joined Gary for a 10 minute, 1:1 conversation to answer the question - “Where is consumer attention going right now?” VaynerX Presents: Marketing for the Now is a content series offering of the moment perspectives and practical ideas to help guide marketers on how to modernize their marketing approach as we define this “new normal.” — Text me here https://garyvee.com/Community-yt — Your comments are my oxygen, please take a second and say ‘Hi’ in the comments and let me and my team know what you thought of the video … p.s. It would mean the world to me if you hit the subscribe button ;) — My DTC winery, Empathy Wines: https://garyvee.com/EmpathyWinesYT My K-Swiss sneaker: https://garyvee.com/GV005 — Gary Vaynerchuk is a serial entrepreneur and the Chairman of VaynerX, a modern-day communications parent company, as well as the CEO and Co-Founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s 4 locations. Gary is a venture capitalist, 5-time New York Times bestselling author, and an early investor in companies such as Twitter, Tumblr, Venmo and Uber. He is currently the subject of WeeklyVee, an online documentary series highlighting what it’s like to be a CEO and public figure in today’s digital world. He is also the host of #AskGaryVee, a business and advice Q&A show online. — Second Channel: https://garyvee.com/GVTV Instagram: http://garyvee.com/Instagram Podcast: http://garyvee.com/audioexperience TikTok: http://garyvee.com/TikTok LinkedIn: http://garyvee.com/LinkedIn Twitter: https://garyvee.com/Twitter Facebook: http://garyvee.com/GaryVeeFacebook Snapchat: http://garyvee.com/Snapchat Website: http://garyvaynerchuk.com Weekly playlist: http://garyvee.com/m2mall GaryVee 365 Alexa skill: http://garyvee.com/garyvee365 — Subscribe to my VIP newsletter for updates and giveaways: http://garyvee.com/GARYVIP ## Содержание ### [0:00](https://www.youtube.com/watch?v=M2PcLUqxjuE) Intro the standards in which people want from companies is completely impossible for most companies they may be good at the environment but they're bad at wages they may like companies are a convoluted animal just like people you've got your perspective i just want to be happy don't you and we're going to just jump right in first up we've got none other than kevin o'leary he's not only the star of abc's shark tank he's an active photographer a watch collector guitarist and author of three number one best-selling books welcome kevin great to be here thank you so much ### [0:47](https://www.youtube.com/watch?v=M2PcLUqxjuE&t=47s) Have you done through this pandemic kevin it's a real real pleasure to have you here um first of all have you done through this pandemic both on a personal level and maybe a macro kind of like a business level you know because this pandemic has created a lot of you know winners and a lot of losers it's been very all over the place you have a vast portfolio you know how are you and then kama how is your business world well you know gary that is the question for everybody in america today and you're right there are winners and losers but you know personally i'm adjusting just like you are to living the world in a digital way just every day i communicate as we are right now and all of my companies i have over 50 portfolio companies now um have gone through this incredible transition to what i call the digital pivot america 2. 0 the ones that have survived um you know first of all we've gone through this seven months now have been able to tell a story online shifted direct to consumer sales become very proficient at logistics and have been able to just take away what they lost from retail sales and sold it direct to customers so in this crazy outcome that i could have never foreseen 80 of the portfolio even though revenues are down are actually ahead of free cash flow forecasts why because they've gone from just doing 10 direct to consumer to doing 40 to 50 direct to consumer at almost 100 gross margin and they've saved their companies now the ones in travel the ones in entertainment the movie theater businesses uh the events those the live event stuff i'm sorry they're going to zero and that's 20 of my portfolio but 80 that's fantastic they're going to make it so let's frame up the question that ### [2:32](https://www.youtube.com/watch?v=M2PcLUqxjuE&t=152s) Where is the customers attention this whole show is going to be about and we have an incredible lineup starting with you where is the customer's attention how do you synthesize that question and what is the answer well never in our lives gary have we had the opportunity to have such a captive customer they are sitting at home just like you and i are they're looking to be entertained communicated with they are willing and able to purchase products and services but they want it done conveniently and delivered directly to them they are not going to go get it anymore this is the digitization of america in a very fast way and what i've learned and this is really binary i used to have this joke gary i used to tell people what career should you have and i'd say well there's three careers if you're going to go to college and invest in yourself engineering and engineering but now you know who i'm hiring story writers videographers photographers editors i'm having to compete all around the world are hiring some people in israel in italy and france to cut video because all of my companies are telling stories on their websites and so we have now empowered a whole new generation of artists who are doing phenomenally well that i would have never guessed storytelling direct communications with your customer compelling them to watch that 1920 39 49 second video that communicates what your product or service is what the successful companies are doing and we are spending millions of dollars doing this digital pivot ### [4:03](https://www.youtube.com/watch?v=M2PcLUqxjuE&t=243s) Personal brand obviously because of dragon's den and then shark tank you're you have a personal brand how have you the human because you're talking you know obviously as you can imagine i'm listening to the first five minutes of this conversation i've been spending the last 11 years building a communications death star to do everything you just talked about because i basically believed that the internet was going to squeeze the middle everything was going to be direct to consumer whether that's ott or e-commerce and that the ability to storytell and run the arbitrage on the distributions was actually the game so i like those chess moves of how they played out to me i'm curious because i'm sure a lot of people who are watching are curious right now what about you yourself within social media have you in these nine months because i'm sure you've been busy helping mentoring like i'm sure you're on constantly on calls with entrepreneurs of these 50 plus businesses but what about you and your own personal brand have you picked up a platform have you started to use linkedin from a content standpoint have you downloaded tick tock where are you the man you the shark you the people where do you sit personally right now with social or content creation whether first party because you grab the phone and do it or whether you live a little bit of the game i play i have drock ironically is here for the first time in seven months have somebody producing for you the personal brand what's the production around that if anything you know gary you are the role model for guys like me you got it right you guessed it right the middle did get squeezed out there's no question and i really got involved in social about two and a half years ago and i hired a team of producers editors and storytellers to work within my own production company larry productions and what i learned and this is the paramount maybe i'll give you credit for this because certainly watching you cannot [ __ ] people you can't lie to them you have to be totally transparent whether that's good bad or ugly you got to tell the truth that is what a personal brand is built on the minute it's almost like the analogy i use i teach this stuff now i'm here in boston i do i used to do lectures in person but now i do them virtually at harvard and mit and temple and notre dame and i talk about this stuff primarily the graduating course of business students and engineers about entrepreneurship it's like dating you know when you fall in love and you meet somebody and you're just empowered by that magic moment and i draw this analogy all the time you just it's so wonderful and everybody should fall in love with whoever it's going to be but then as time passes things change and maybe a year or two later you're thinking about cheating okay and you do now you have a decision to make after you've done that do you tell the truth to your significant other or do you keep it a secret and here's why i bring it up for business you're going to get caught one hundred percent of the time when you cheat you're going to get caught because you didn't tell the truth your significant other can never look at you the same again you've lost 50 percent of the equity in that relationship forever it may not break up you may go on but it will never forever the same yeah and in business the first time you lie to your customers your constituencies your shareholders you lose 50 of the equity forever better to tell the truth and take the hit and the ownership and transparency and intent around the i'm sorry the that's such that's absolutely right everything out of your mouth comma there's also the half pregnant sorry and there's the real sorry and i think corporations the standards in which people want from companies is completely impossible for most companies they may be good at the environment but they're bad at wages they may like companies are a convoluted animal just like people and this thought that you don't understand how to say sorry when you're trying to fix something people would rather dance look over there a bird instead of owning it and to your point in that lack of apology creates more damage sometimes than even the event itself yes and that's exactly it and i tell all my ceos now look do not lie to the customers don't lie to your employees don't lie to me don't lie to anybody your shareholders even take the pain take the hit admit the mistake you made and you will build a relationship particularly with customers what we're learning online is if you have a direct relationship with a customer and you're honest with them and you tell them hey the product's going to be delayed or sorry you got a bad product will replace it will give your money back whatever it is that communication ends up being very valuable over time those customers stay loyal we've learned that a hundred fold in our companies now and now we're in across the portfolio we're now at 48 directive revenue to customer that's magic gary that's friggin magic that because that's 100 gross margin business one of the uh we've run out of time we're going to move on we really appreciate your time but one of the fun topics in the chess game of what you're talking about is channel conflict for the people that still rely on a lot of business from retail as retailers watching them go around them and that is going to be interesting battles of the next decade of business let's talk about that next time my friend thank you so much thank you kevin bye-bye youtube watcher what's up it's garyvee first of all thank you so much i hope you're doing super well during these times i also want to ask you please subscribe because my commitment and exploration of youtube is about to explode stories polls more content more engagement more surprise and delight this is the time to subscribe i hope you consider it and i hope i see you soon --- *Источник: https://ekstraktznaniy.ru/video/17614*