# Why the Best Businesses Always Know What People Want Before Anyone Else

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=l11F7P-37Bk
- **Дата:** 09.09.2020
- **Длительность:** 13:27
- **Просмотры:** 39,683
- **Источник:** https://ekstraktznaniy.ru/video/17667

## Описание

One of the greatest strengths a brand can have is the ability to listen to the audience and deliver on their constantly evolving need and wants. In a recent episode of "Marketing for the Now," Gary Vaynerchuk and Stephanie McMahon had a conversation on how they listen to the audience and how the audience influences the decisions made to turn the WWE into what it is today. Many of you may know of Stephanie McMahon as the Chief Brand Officer of WWE, as well as through her various on-screen appearances. They also discuss ways that all people in business and in life can learn and grow from their mistakes, business during quarantine, and more... Enjoy!
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## Транскрипт

### Segment 1 (00:00 - 05:00) []

so if you've made a mistake something isn't working stop throwing good money after bad just move on you know learn the lesson that you're supposed to learn and then apply it you can always make mistakes but don't make the same mistake twice you got your perspective i just want to be happy don't you she's won more awards than well we can mention we'd be here all day welcome stephanie thank you can you hear me you are super awesome how are you i'm good how are you gary thank you andrea for that introduction that was um pretty spectacular sounds like something we do in the ring am i blushing you can see i'm blushing not yet but one thing that uh one thing to make you blush as a hardcore wwe fan for my whole life as andre was doing the intro you know talking about leadership a lot of times people whether it's me too black lives matter they react after the fact and then there's leadership that reacts prior to when they're supposed to or when the lights are on you know as andrea was intriguing you i was smiling because the female aspect of the wwe universe is so advanced at this point i want you to talk about it but what i was thinking in my mind is like that is so true because when i was growing up wendy richter and the fabulous mula got some spotlight but there just wasn't that much else and to watch what's transformed in the organization um over the last two decades on this front and even the way women were positioned and things like it's just incredible what's happened please elaborate absolutely well it really started with how we started to train and recruit our female athletes you know we wanted the most elite athletes from both a male and female standpoint and we started training them the same as the men and giving them the same opportunities the same match time which like anything else the more reps you have the better you're gonna get and what happened is at nxt which started off as our developmental brand and evolved into our third global brand the women started really stealing the show and uh there were chants of this is wrestling and women's wrestling i remember so then on raw and smackdown and this is actually uh february 2015 we had a women's tag match which lasted all of 30 seconds in a three-hour show which was unfortunately the norm and our audience started a hashtag called give divas a chance that trended worldwide for three days demanding more screen time better athleticism better story lines better character development for our women and uh our chairman and ceo my father you know well gary vincent at the highest level and said we hear you keep watching give divas a chance steph i'm really curious we have some really interesting you know parallels with growing up in a family business just out of my own curiosity just knowing there's a lot of different people watching that are in family businesses your dad such an icon your grandfather such an icon you know as you would go maybe for the people that are watching right now because there's a mix of entrepreneurs executives there's such a mix on this show which kudos to andrea and team for creating this environment um when did your dad start listening to you it's really as simple as that like knowing your dad is such a force like how did you go navigate that like i my dad actually gave me a lot of room because i got in at 14 and really proved myself and even when he was giving me a lot of room any room he didn't give me for something that i wanted was a frustrating point it's family dynamics how did that evolve for you where where your voice became bigger at the table how was that process for you because i think within that story and obviously so many people know the two of you it might help somebody who's going through it right now where they just can't get their parent to give them that look i think i'm still fighting for it honestly gary it's not like i have a bigger voice at the table that's for sure but i would assume steph and i'm sorry interrupt it's probably bigger than it was five or seven years ago to your point like my dad still also in all my accolades pushes against some of my ideas you know i respect that i understand that but i would assume it is a little bit bigger than it used to be no yeah for sure you know and i think it you know it ebbs and flows and um you know it's complicated family business is super complicated especially when you have such a strong personality as you were mentioning before in your own business with you as the boss when your boss has such a strong personality and is such an icon and you know my dad grew up in a trailer park and he truly lived the american dream and took what was a northeast regional territorial business and turned it into this global phenomenon 108 countries in 28 languages we have you know the wwe network one of the first to launch an ott service behind netflix and hulu because he took a calculated risk betting on himself and his business fourth most viewed youtube channel in

### Segment 2 (05:00 - 10:00) [5:00]

the world over a billion social media followers that's because of him and his vision and it takes someone strong who makes quick decisions you know to to hearken back to your previous conversation and who's just truly driven but who also listens and i think 100 percent yeah wouldn't it be i i'm sorry to interrupt but i just want to i think praise is always fun when you get to hear it literally because i realized somewhere in my 30s that i had the knack of understanding where attention was there are very few people in the history of business that understood attention better than your father whether it was saturday morning whether it was cartoons night's main event whether it's mtv whether it's cindy loper or liberace with like it's so intuitive to me it's how i built my universe like i would argue that your father as an executive from afar analyzing almost everybody is one of the great listeners even though when he talks with conviction and i'm sure very much juice and again knowing family businesses but like it's funny you said that i actually put your dad's listening skills at the height of modern culture agreed and he doesn't just listen to he listens to fans he listens to the live audience he listens on social media but he also listens to our employees you know and he's always said you never know where a great idea is going to come from so he solicits that opinion you know he talks to people he really does speaking of leadership does um do you feel that your father do you feel you husband are good at admitting they're wrong i've been thinking a lot about listeners actually stunningly don't mind being wrong how does that play out in your leadership style or the other leaders so for me personally um i am very transparent and i own mistakes and i think that that's really important um i think that you know there's a difference between being wrong and making mistakes and i know that that's a subtlety in semantics but i do think human psychology plays into that um you know and uh again just going back to to vince you know he believes in sunk cost so if you've made a mistake something isn't working stop throwing good money after bad just move on you know learn the lesson that you're supposed to learn and then apply it you can always make mistakes but don't make the same mistake twice please excuses are never tolerated actually this now i'm just uh andre i'm sorry i'm getting extremely selfish here everybody's watching i'm sorry this is i'm just nerding out too much except genuinely back to like learning and watching audience let's give somebody a huge shout out in your career watching the talent who uh who most pleasantly surprised you from the raw human they were when they walked in and started doing undercards to the superstar they became who were you most impressed with where you're like oh my gosh i'm so proud of x or y they came here as a young kid or bushy-eyed or maybe even came from a different league and had too much ego and then you watch them adjust and become more humble and like who really as a talent did you see listened whether it was from your dad you you know hunter you know or the audience or who listened the most in the last decade or two that you really were incredible with like impressed with they listened the most i mean there's so many stories i could tell throughout time i mean even stone cold steve austin who was you know the ring master and he was standing at the curtain and he tells this story of he was watching somebody in the ring and i'm not sure who it was and he looked over it at vince and he said hey you should really give that kid a push they really got something and you know my dad looked back and he said well all i can provide is the opportunity the rest is up to him and austin said that's when the light bulb went off for him like oh this is really about me and my ability to listen grow my brand and i think the talent that we have today have more of an opportunity than anybody ever did before because of social media because they recognize the opportunity to build their own brand and their own voice both in and outside of the ring because the more people are engaged with you as a person as an individual which again i think is an evolution you know the more they're going to want to see you perform or hear you talk or see you know in the ring but i also think you know becky lynch is a huge i could name so many drew mcintyre i mean he was here and then he left and he went he has truly learned so much and matured you know as an individual to now come back and be champion let's uh let's finish with this so many businesses big and small pivoting during you know just watching again because i have so much more knowledge as a fan the pivoting that the organization has done what have you learned about this 150 days about your organization or

### Segment 3 (10:00 - 13:00) [10:00]

about changing your mind or pivoting or adjusting or never saying never what's the biggest learning point uh because obviously the way you're producing today is so different than ever before what's the biggest insight that you can learn from the macro uh well i think for wwe you know we never went off the air so we've continued to produce seven hours of content every single week at a minimum for our television partners for usa network and fox and um you know including our pay-per-views wrestlemania went from being at raymond james stadium and what was supposed to be in front of 80 000 people to being performed in our performance center which is essentially a warehouse and we took it to two days over one with absolutely no fans in the audience i think the ability to be fluid the ability to um you know make changes quickly the ability to listen and then sticking to your mission and reimagining your business but staying true to what your mission is and wwe's mission is to put smiles on people's faces the world over it's something that we take very seriously we've considered a responsibility to stay on the air to entertain our fans in the safest way possible as long as we can be safe for our crew employees and performers i love that steph uh just a little another fun question how about you as a human between either e-commerce or your own media consumption i think all of us yeah our behavior has changed during this time is there some is there any product you now buy online that's delivered that you never considered pre covered and you're in love with the experience or is there some show on netflix or hulu or some app that you're playing with just you the human being what's a new behavior a consumer behavior that you can feel that you've uh established during this time i've definitely uh transitioned more to digital consumption i think that you know you can look at all of the trends and everyone always assumed it was going to go that way but i think it's pivoted you know three to five times faster than you know then would have happened without covid and i'm certainly a part of that transition when i do watch you know programming on linear television now i'm like oh commercial yeah like where do they come from you know and that's not to say anything against our advertising partners i think it's going to force the ad industry really to partner with content creators in a different way to bring an experience you know to the viewers or watchers or fans or consumers whatever it is that is additive to them um versus you know taking away the time of their viewing it's going to cause us all to be more creative i agree i appreciate your time i hope you have a wonderful rest of the year and i can't wait to see you soon thank you gary too and andrea i called you andrea it's andrea i i'm correct she answered all versions i'm from the midwest so it's really andrea stephanie okay but one last thing gary back on the women's evolution it ultimately wound up with our women headlining and main eventing wrestlemania which is akin to our super bowl or the world cup and also having not one but two women's matches in saudi arabia over the past two years so i think that's pretty strong good for you thank you so much hey everybody on youtube first of all thank you so much so humbled for your time i don't want to watch but time is the biggest asset so thank you for watching that video if uh if you got some value out of that there's a plenty more where that came from feel free to check it out