1 Hour of Business Strategy with 7 Entrepreneurs | Inside 4Ds

hires the same way and as they grow everyone's doing things and you want all that information to sit on your platform yeah as a SAS business yes understood I don't think you should make it's not about urgency I think it's about money I think the way you'll get SMB is to really come in if your message is I the one of the biggest reasons I'm really good at SMB marketing is cuz my dad is like the cliche textbook Central Casting of like an SMB everything's defense everything's like short term ROI it's why they're not getting tricked into lower funnel it's just lower funnel is what they do SM B's don't build brand they're in the sales business everything is short term it's the nature of the beast so I love these questions because it's so easy for me to go into my head and be like what would get my dad to do this he would never sit down and do it on theory he would definitely not do it because it was good for his employees it's just not what he is he would definitely do it if I could convince him that he's wasting eight thousand three hundred forty dollars a year because that's how many hours are being wasted on managers training people that they could be doing in selling you need to turn this into a financial thing you make one [ __ ] smart video that shows like humans equal money and they waste time because they're telling Rick what did like you just paint them the scenario like you walk into a liquor store let's use that one and you go hey do your managers train your new how your new people come out well they just [ __ ] and we throw them into the wild and you're like do they make mistakes and wrong stickers are put on things and you lose money yep and do like your do sometimes your manager have to bring up people at the register because they didn't know what to do at the register mmm-hmm like do you understand how much that's actually worth if you take your average manager to make sixty-five thousand a year and you take eighty nine hours a month and then you have to make this binary Matt ROI thing how much is your product cost perfect you need to basically convince all of them that they're wasting 200 bucks a month and that you and you're gonna give them back a hundred bucks it will kill money in the bank oh I don't know if I've been more confident of a piece of advice in four days since we started it I'm not kidding I'm that confident SMBs are by narrowly on short-term economics if you tell them you pay me a hundred bucks what they're very bad at is hitting costs small businesses are bad at hitting costs they're there to binary they don't see the bigger picture and this is obviously generalizing but it's very cliche especially when you come from zero cash is king you're looking at it and you're not saying like you know okay straight ROI conversation yep they just don't want to give me 100 bucks a month for something that's not gonna be used you got to convince them that they're wasting 400 bucks a month on hidden fees on hidden costs that your thing solves for like literally every one of them is training through osmosis which is taking time out of experienced workers to just teach the new kid what to do instead of the new kids spending a week [ __ ] do you understand yeah totally okay the other thing we're dealing with this I've done a lot of content as just kind of a personal brand and we're we hired a Content Manager we hired a video producer but we're kind of unsure on what to create content around is it the business or is it me and how do we you don't divide that you need to build the content around commande problems of SMBs both work those are both I'm agnostic to that you if you start an entire series of did you know for SMBs you need them to watch it I mean just any kind of content the reason for all of us to do content is to have somebody watch it to then create an opportunity whatever that may be right I'm secretly trying to crowdsource buying the New York Jets you know you may want to get more people on your SAS product so I think that the place where people spend a lot of time on is the equipment the lighting the debate of personal brand versus logo and what the only thing that matters is make [ __ ] that people want to watch that you want to talk to right that makes a lot of sense for you it's why it's what you did it's how it's why may seem unique when you tell it for them the audience but I so understand it because when you scratch your own itch and your itch is your community it's just perpetual right it's how you stumble into your thing you were doing this and like you know and so your job is to make the best content in the world for small businesses right you know like how to hire your spouse your remember like yeah definitely not about documentation that's the curveball got it documentation is selfish making a video where you interview somebody who teaches people how to fire or relatives is thinking about small businesses right that's what small businesses that's one of the biggest issues every SMB has in the world right now how do I fire my loser cousin my [ __ ] up aunt my you know how do I limit my grandfather's yelling at me like it's human stuff you become that that's what I always talk about be the media company and you know don't make content that's literal to you what must allowed us to scale as far as just direct response ads make sense so we have gotten really good at identifying the solution here's the product it's cool but we haven't put too much and that's what you want to do because it's gonna get your CAC and your LTV numbers in a much better place over time especially when all but what happens next - this whole Gary Vee era where a lot of people have one off of the thesis is every enough money comes in where the ads don't work anymore that's what happens next let me tell you what 2022 is gonna be about everybody that plays up that's why I'm glad you're here you know cuz you're gonna go you're gonna take advantage of the pay it's why I'm glad you're here you're taking advantage of the pay and you need to build brand do you guys are in the opposite spectrum and if you don't have both you become vulnerable you don't get the max upside you can be more like you know I think a lot about like how I've been thinking a lot about how I talk like vulnerable isn't you go out of business

vulnerable is like you don't keep growing and we don't keep growing things could happen maybe you're spending too much in your lifestyle based on their your businesses and all of a sudden it stops growing then you actually become vulnerable those are things I think about but yeah you have to build brand I'm curious in scaling so fast at your how did you make sure the knowledge transfer happens osmosis yeah so like you know like I'd like I am not as competent stew use your product except for me cuz I'm an entrepreneur and I'm s and me that's why I know what you need to do I'm real tricky for you because I don't care about money either but most do so it's okay that I'm all the way over here I'm not gonna be the guy but like for the SMB that doesn't want to do it in the proper way and wants osmosis she or he will take you up on I will save you $4,000 here's how you were and by the way we wasted enormous time

on senior people training people through osmosis and where we started evolving into more products like you is I started realizing wait a minute not everybody learns like me so I got these and F's and so maybe we do need stuff like this in place how do you think that have you seen b2b SAS products leverage influencers and celebrities and that sort of thing they will sure of course GoDaddy ran Super Bowl commercials yeah right you know of course mail MailChimp you know like a lot of La Douce like less expensive like your products with our marketing what when we really started to take off keep Donuts and we got to a point where we were like tripled our team yep and felt like we should be producing higher I didn't hear ya it didn't go so it's cuter off keep it valuable it's not about raw it's about valuable Star Wars is valuable I go into a theater I escape for my real life for three hours like it's escapism you guys doing high production is not escapism keep it valuable you made a commercial and you know potentially yeah like people think raw production I think value not value making a video that looks great but it's just there for you to get a sale is less valuable to the other person on the other end you guys shooting the [ __ ] and actually talking about real [ __ ] clearly was more valuable another thing we just did it was kind of a test but it felt like a cheap

attention and it was giving the inner ads and our air in the airport for in the concourse yeah we don't have a campaign strategy yet but if you were trying to target SMB business travelers in an airport is there like a call to action or I would do I would do in that scenario which I like real life like media like if it's underpriced I like the idea of going literal are you a small business do you have a business problem text us and put a phone number you collect the data I like that I would do that you get first party data you can call them you can see it through you can see how it's working maybe you make up maybe you make a funny little Astrid can be like we will not save your information maybe you show picture yourself like you know so you can play then bounce around will come around again peon any workers and First Responder help me just cuz I wanna get under stood and those people you want to get their attention to be their lawyer now to be the first person that everybody thinks of the hottest people on the scene to respond to be referral but then also the deepest relationship which you can have which is probably mirroring your identity markers of like Agee Catholic Sicilian Irish if I could have complete penetration of those audiences I think that would be disproportionately valuable as you're going after okay keep talking because I want to ground this working backwards you have a law firm and we want to get people's businesses and so we first responders are incredible lead-gen to that if they in various situations if they know when like you entrust from the sense that you've been doing yep I totally agree so just as somebody who I guess thank God hasn't been in this scenario yet and just having dug in some accident happens and the relatives that are left over that aren't at the hospital may look at a cop or a first responder and say can you give me a lawyer right now yeah it's cool I just am never yeah I totally understand have you thought okay have you considered in parallel building the most mackerel brand in the general area as well with the end consumer how long you been doing it so I've taped 6 release 4 and what are you feeling so far it's so early I'm you know it's funny I've always thought loiters when I first started talking about this and like [ __ ] lawyers right because in a good way because I was thinking you know if you think like I always say what you know what I'm really good at is not knowing anything and asking questions right curiosity and lack of education has been an incredible foundation for me but you think about all that stuff on remanent television where the lawyers are there right and I'm like you know and then when I got older I'm like when I started like just through like being in a business cocktail you hear like some of those companies are sizable businesses and I'm like make sense right and so when I started going to this version no different than now like hey guys make something that's valuable to people instead of right I was like man I even think in my earliest videos when I was talking about personal brand I was like be the lawyer that tells people all the real [ __ ] like like I just feel like that's great that makes so much sense to me so now we understand that now so now what you're asking me is targeting capabilities that if you're in a town that all the cops are irish-american like how do I win that cohorts groups doing a party once a year like year I'm gonna have other people

from different like factions within do amateur awesome love it where are you based so okay so now that I've got the landscape a lot better what's the question basically a how do I build out communities that details are details that Peter every one idea takes to execute talents Basco about becoming alpha me 22 years in the psycho and demographic communities by providing each one of them what they're looking for either in the macro or the micro of what you do for a living so for you know the reason SMB works for me so much is like I'm trying to tell them to put out content about how to fire a relative has nothing to do with their product but I know that's a huge value to actual SMBs I think the answer is you the way I think about that is you take the how many different communities do you think there are intuitively and I think you what you do is you whiteboard the 10 that you think are the most meaningful then rank them and then really go deep in the first three of like really spending time whether reading whether actually spending time but it's the strategy and insights to make what they like what makes them tick and then providing that whether through content form or event form it's really one big game of reverse engineering like this was something I've wanted to do for years but until I felt like everybody the bar majority of people would leave here ry+ on their investment like the thought of like building up everything I built up we're like YouTube brothers don't do it and then leave and then say Gary visa farce I spent 12,000 bucks and it didn't get me anything that's just stupid business for me I needed to get to a place where I thought this was so overwhelming ROI positive you know and that's how I think about everything literally everything sneakers wine vaynermedia until you're you know until you get to a place and so that's just what I want you to kind of do it's like what does what why the only thing that I can do then basically copying your model which I've done for the lower aspects and I can have all my friends come in and be the top lawyer guy and that community right but as I get more awareness in the first-responder group I would love to have a show of the fire comes through the car wreck the ER nurse is the first person in the hospital having like a little drama with people throughout the community that I don't know if you want to go I mean listen you were just a creative guy I can already sense that so you just may want to do that I actually think it's a little less ER and law-and-order I think you make it a little bit more so I'm a big fan and I'm sure you guys have heard this about like hosting the party I think one of the things you can do is just create a podcast network so like I think you should go find two charismatic nurses and start a Houston nursing show you're the executive producer they're the talent and that becomes a little viral hit in that community you see where I'm going I'll give you a real left-field one if you want to be super creative you could also this is crazy but I would love for you to do this I think this is super cool you could actually be the livestreamer of the cops and firefighters on had six people with live-streaming and actually aired the softball league games it's yeah I mean if you're lucky enough and you live one of those towns where the cops do play against the firefighters like or you could literally create the Thanksgiving game cops versus firefighters get a feel to get a high school to support it film it and air it live on Facebook and own the you know the first responders cup you can probably get a sponsor to come over and subsidize all your [ __ ] fees you could literally throw the [ __ ] Thanksgiving game every [ __ ] Friday each like you see where I'm going I think it's a lot easier to throw I think the best thing you can throw is a literal podcast it's the most likely thing you can pull off is a podcast network the next more likely thing you can pull off is actually airing the softball games or the football games the last thing you're probably likely to pull off is creating er you're not producing a show that's hard as [ __ ] scripted that's separate that's different that's the that's different that's different but less reoccurring than the things and to be one-off once your interview Karen whereas if you're doing a show for four nurses in Houston and just a culture of that and it's a call-in show you see where I'm going you want to create things that are like scalable Wine Library TV was amazing I tasted wine which meant I could live for hundred lifetimes and never get to every wine right askgaryvee think about the shows I've made the wine Library TV scaleable in perpetuity I can't taste every wine in my life not in a hundred life's a scary be unlimited questions from the audience forever daily vlog I actually live just filming there was never I never had to create see where I'm going see got it that's where you're looking for my man and if you're a consumer right now right home ownership rate is at 64% in America it's both spin since the crash 64% of Americans own a home adults correct 240 million people 64% is a high spent long time and by the way I just so you know like just to clear the air when you made your comment about like owning a home and investing yeah like I was all about that because your entrepreneurial yeah right it is yeah situation a hundred percent and I got with your current home saying don't ever own a home I mean it's like you guys really know if I was if I did a better job clarifying it yeah I was glad I did that but even funny like what I really realize is the thing I'm most upset about or like want to bring up sets on the wrong word the thing that I would wish people do it blows my I did it everybody does it the number one conversation is let's stop overextending ourselves with our down payment it is unbelievable almost every single person when they buy a home think the home is such a great investment that they basically every dollar they have in liquid is their down payment then they get a mortgage now they have no [ __ ] savings and they're living for that mortgage that's what I'm that's what like my big thing now is like you know how like Oprah's started the whole movement for like you know with every woman in America like go get checked up go to the doctor on your birthday like I'm so proud of like that was such a smart thing she like found a very simple way for a lot of women during the 80s and 90s and early 2000s to remember to go to the doctor I want to like create a rule of like whatever your net power however lik much liquid you have half of that is what you're allowed to put on a down payment on your home cuz that's what I'm seeing that 64 is gonna be 39% when this [ __ ] thing collapses because everyone's so overextended they can't support the mortgage when they lose their job you know there's a huge misconception in our industry that you need 20% out and that is absolutely incorrect in fact we think we always promote generally as a trusted adviser that you should put down as little as possible assuming you can afford the paper right because if you're renting you're paying 100% interest to 11 yes and that's what made everyone in Europe rich and there's no middle class so at least now in America it's still affordable it's the number one way to generate as well so you know we you don't have that 20% use your cash can use it for other things like investing yours mm-hm but if you're gonna live so when you're paying rent anyway if you're paying 59 bucks a month or and you are four thousand talk to me about that perception because I'm fascinated most places you don't have to put 20% down no if you're a veteran it's zero if you live in the outskirts you need an agriculture USD loan zero money down FHA loans three and a half percent down which you need to get it from my friend and now there's even crowdsource skill funding funds allow this kind of pilot through Freddie Mac if you do a conventional loan it's 5% down the perception that comes from that 20% down you have an 80% loan to value you don't owe mortgage insurance in addition I say everyone China would eat tonight I totally understand it but you're trying to avoid the amount by spinning all your cash then you can't mess yourself and everything else in life and so it's okay for your cool your first see your first home it's okay your first-time homebuyers 32 ok the average age so to get into the house is what we want people to because you start generating Jerry well for you your family generations to come so as a consumer yeah but isn't that an interesting look just for my own like knowledge I think it's an interesting debate like generating wealth on something that you own 80 to 95 percent now to pay off you're generating an asset in 20 years right it's an interesting [ __ ] debate so so it's you actually when you say about cash is king and not putting it down you're actually making the argument I understand of course I understand that you're already paying rent I totally understand soon enough the asset appreciates over time to you to your point what I need to add layers to is actually the livelihood I'm thinking about living in so like there's a big Delta between you know where what you're renting what you're buying it's all one big game the same thing which is to your point like how one uses their cash why I love how you talked about you know a young arm you're like these guys are perfect examples dude good job man you're out of Boston's wait one more you're at the same place so this dude floats around he's a little more anchored but you float around yeah so now so I float around the whole level 42 you know after I left Austin I have my first place I bought in Austin right I mean I bought my condo I still own it I rent it out mm someone's paying for that everyone right on that asset of course I didn't you know I learned Chicago then with the Tampa I was only there for six months each move of four vital I brought multiple properties in Florida I didn't sell them and use a cash from the next thing because I say total all those properties are not rented out so someone else is paying for my course in it in my winter home if I ever did so of course course now the Newport Beach how about another out there so when you have that lifestyle and you can float around Airbnb income is now a verifiable income source for you to purchase a home as an individual truck and so you touch them on your videos about you know maybe don't want to be anchored down but now that the whole the industry is evolving as well those that don't want to anchor down like I have then you can just run it out because always renters I mean they're always a renter I pay warehouse right into a house I pay them 80 bucks a month they take care of it they Symantec's how many to be done you have to it cool yeah total again like and someone's paying for my love I love it good okay so if you're a consumer and you're trying to find no - you're looking about nine point three nine twenty different places for information when you're trying to come up with buying a home online okay so those eyeballs are out there they're on YouTube there are much everything you have on tops right so then when you want to actually engage a quilt ready buyer you know if you ask the first time homebuyer look what you think of when you think a mortgage right they'll be like I don't know rocket mortgage right so rocket mortgage is a call center in Detroit I'm aware that's it so if I'm a Spanish speaker miami-dade I'm gonna talk to some little white dude on a headset in Detroit to get my loan that might but Dan Gilbert's ability to get somebody who can speak Spanish is not very hard not to of course they have them so that's got arguments not gonna play no but the art though is that local experts have local knowledge that only a local expert right so we want to bring this back down to the community level right so you know you you're in your community we're all deeply within our community a real estate agent or a loan originator has knowledge in their brain about their local community like that's a good neighborhood that's bad neighborhood here's a minister that ok I know where you work I know where you're going I got a hedge guy this is the bad school this is a good school all those things yep those knowledge bases right there they aren't out there in the FinTech world I understand there are built up over living in the community for 10 20 30 40 years what what the FinTech companies are gonna do is win the top of the funnel and then address those things underneath that's right but that's right so there's a commoditization going on an industry correct Ilse given by price the correct and brand this is this is my whole argument like you're not gonna beat technology the only thing that's gonna allow anybody to survive as things get commoditized and driven down the internet will drive everything to the lowest dollar and you're not gonna beat somebody who's much more well-funded than you the only thing that plays is brand-n degree which is why we're here in all these fin tech companies they're not they're not coming here they are there our business is filled with old stodgy bankers right like so what I brand myself and my reputation as you put it on we did so I put out videos of myself I'm the holy sea level executive our industry the only owner of a Linder it's literally talking about like hey I went to this mortgage event last week and I saw Darren Hardy speak and he said this and this you know and you know by the way when you're in a business meeting and it did funny how you know someone who's like you know grabbing an eye or scratch the nose and you know you're about to shake that person's hand let's just be self-aware of some like that so I don't like even with that I cannot tell you if I go everywhere I go these just don't love your videos I love your content it's hilarious of course you know and so yes so brand that's refraining to our subscriber Neverland you're talking about the end user and I

understand yeah I need them to they're gonna pay for ninety-five a month just start we already have about two hundred seventy subscribers I'm gonna load the game plan is to have seventy five hundred real estate agents and seventy five hundred loan originators within three years I think that's super doable we need to brand to the consumer that's this part this is what I'm here for this is I want the consumer to know so what your consumer and you think mortgage you think rocket mortgage you might say Lending Tree because some branding out there or you just might say I don't know and so 10 which is which means then you go to Google and then it becomes a tollbooth game your industry and much many service providers for the last 15 years have been playing one big game of whoever was the layer above Google itself won the next tier one OpenTable billion dollar company Priceline Angie's List home advisor this is all the same [ __ ] Google was the toll booth everybody that was localized or was a big player before was emotional on why they're better than the Internet some people got funding one Google search and became the [ __ ] winners and right now it's clear they bought all the AdWords I'm aware but I research I love you can't do search it's too expensive for you search if I was Gary Vee into that I built on search everybody's like he want on social I want on search an email the reason I won bigger on social because I'm like oh this is the same thing and this time I got smart I'm like I'm gonna invest in this [ __ ] right then that's how I won then the next year was [ __ ] I'm do it to myself I'm gonna become the top of the funnel because then I can [ __ ] open wine or a sneaker or [ __ ] I can open a vein or anything and be a player I can build a real estate brokerage right now Vayner Realty help you build your personal brand that's the only thing that actually matters and I'm gonna take a smaller cut then Remax I'm a problem I'm aware so that's why I'm excited about this conversation so the economics are gonna play itself out this is not brother you you've got this figured out it's only that and so I like where this conversation is going because I think you've got the groundwork and now let me give you the answer everything for you has to be building the brand in places that are under priced that you could afford so step number one give me this verbatim you have to go hit up every single mortgage and real estate podcast that exists email them I don't care [ __ ] if they have eight [ __ ] listeners email them and offer them as little money as possible for them to live read your commercial at the top of the podcast and that goes for all of you like small business shows lawyer shut like I don't give a [ __ ] if they're in Denver like shit's funny how it actually trickles down so you need to win podcast pre-roll because I think it's grossly underpriced cuz nobody knows what its costs so that's huge YouTube videos targeted against search queries from Google the place where quicken and opentable and all those guys haven't gotten to yet at the scale that makes it impossible for you is YouTube pre-roll based on search query on Google if you then can use your personality or whatever else you come up with whatever your Geico or MetLife is right MetLife decide to use Snoopy Geico decided to every six months do something funny if you have that as a pre-roll you know Gary Vaynerchuk goes and looks for home or whatever terms are important in your world but then goes watches a Jets video on YouTube but Google has both sides of that funnel and your pre rolling and you're like are you in the market for a home I'm like I am before I watch that Jets video that's another play that will absolutely work for you but most of all this is for all of you as well becoming the media company you become the Tollbooth you become Google instead of being the second-tier that's why I built garyvee because it's all going to alexa this is all going to I mean this is how it's gonna work hey Alexa I need a mortgage Amazon's the problem hey Google I need a chiropractor that's how it's gonna work and unless you're in the business of you know if it's like hey Alexa I need a social media agency Alexa's the problem hey Alexa what's vaynermedia's phone number that's the difference that's all it's gonna be left that's all that's gonna be left will it get to your industry will it get there fast enough that you give a [ __ ] financially but in the end that's the world brand nothing else that's what it is that's what you have to do that's why content matters that's why building your personal brand matters building your company matters content content because that's your only leverage against highly funded multi-trillion dollar funded global companies that are gonna try to get everything agreed so we're branding ourselves we're trying a couple different methods we're starting with YouTube videos like for example if you searched you know but the five things you should know about being a first-time home buyer or six pitfalls to avoid yep when listing a home you know so we're putting out video content our first wave I guess if you will of marketing and building these data funnels is about using Sabrina Bryan as our spokesperson from Cheetah Girls just because she's free and she's part of our

and she's a friend of ours so and she's got a whole some pretty sounds right to me we also have free and wholesome sounds great right so you know if someone picks that video income no they're either looking to buy at home we're looking to list a home and then we know we can filter them out on our website so it again the idea is to give a consumer like if you go to Lending Tree you go to Zillow go to rocket mortgage just to talk to someone there you have to enter all this information I understand so when I do anything that smart written freely giving away every single accident that's right through the eyes advanced writing and then the consumer chooses okay couldn't agree more here's my zip code brother whoever brings the most value to customer wins and what the last generation was about was give me your data before anybody knew how much data was worth and I'll give you free stuff and we were all pumped I mean you know you some of you are too young but like for real like it was like whoa 2002 2001 2003 for like I'll give my email a name but I get this for free instead of buying it others magazine for 9 bucks it's amazing now we understand the data is invaluable we're more reserved we're a little more thoughtful we'll give it I still think we're giving it the privacy thing is grossly overrated we don't give a [ __ ] we don't we're doing it every day the mainstream media is trying to make us scared every day we put all our [ __ ] information every day we want convenience the reason I like yours is not so much that I'm giving up the information I just don't want to give up the two minutes to fill out all the [ __ ] time of course when you transact you're giving information but the fact that you're putting it in the front that's what I do I give away all my best stuff for free in perpetuity with maybe some rationale eventually something might happen I'm playing the ultimate game of it right the bad version of me is I give a little and it's really a funnel for you to pay me $4,000 a month to be in my mastermind right we're all be scalable and sell you $197 ebook on how to do this those guys we struggle a little bit with without whether to brand individually one of our co-founders or whether we should you know both they answer to all of us both

okay cool cuz any of this kind of has a you both that's okay it's it's not only okay it's a priority and my recommendation some people like the person and some people don't thus you should do both some people love the idea of like doing business with the person they see on the other side of video some people like to think that it's an organization my no friction for the end-user that is my religion well I don't wanna donate time I think it's a lot of things but I want to say you know I just got this Samsung S 10 plus with one terabyte internal memory Bailey and it came with tick-tock and you've been talked about tick tock and it's amazing the amount of views and eyeballs that are on that I mean there just happen to be eight to twelve years old right there is but not like of course but but 18 to 24 is on Instagram like tick tock is 8 to 12 no listen I mean I think that well don't confuse the content producer with the content consumer okay got it you're not seeing it because people produce it I mean I'm producing tick tock cuz I want nine-year-olds to be Gary Vee fans now I'm super in well that's going [ __ ] 5 yeah because a nine-year-old is doing business like I genuinely think that there's a very substantial chance that one of my biggest investment payoffs will be somebody who's nine years old now and when she or he is building the next Facebook demands that I'm an investor and that I will be able to talk on stage in 21 years that my two billion dollar exit on the Amazon of its day was predicated because I was making tick-tock and little v content and that became the gateway drug to Sara wanting to me to be an investor and that's how I got the deal we want that long game as well yeah I mean like I don't understand how people don't I'm 43 like in like 12 years I'm gonna be 55 like I'm gonna be young I'm gonna young people don't think long term so there's like tic TOCs a waste of time like cool I'll take all those customers I'm not selling any nine-year-old wine now hopefully house exactly nothing else you'll see a trend

in there that makes you a better creator on Instagram people don't see hidden value it's like this hidden cost people are too literal that's what they said about social media as a whole the reason nobody went into social media was it was for kids that's what Facebook was Facebook literally was made fun of on a daily basis in real business because I was in real business for being four kids now it's only for 60 to 80 year olds so you talk about brand I'm confused about the right hook aspect of it good so I'm building brand building brand and I provided solutions to people solution they can buy what I'm using but I don't I haven't we talked a lot about earlier this morning about you

know advertising and taking advantage of the opportunity what's your take I mean how do you want it so real quick one thing is it's working I think you might be thinking I'm gonna give you a different perspective that thing you're gonna enjoy I think you should amplify your jabs not your right hooks that's it so spend money on the jab because the jab I do people buy the stuff but I don't even talk about it it's magical you're more Larry Holmes than your Mike Tyson me too me too Larry Holmes held the title longer too Mike Tyson second question building media team yes not knowing that first part really resonated with you right yeah you got it you're done you're set you properly thought about amplified cuz adverting goosebumps advertising comes synonymous with selling so you were like [ __ ] okay I'm gonna spend money in general I don't like throwing right hooks cuz I'm so good at chat right and like [ __ ] what am I gonna do that's isn't that fun you sold out yeah dude I still get mad about that I get it I guess I'm same way that's why I wrote the [ __ ] book I literally thought about it so much from 2007 eight nine ten eleven I finally got to what's ironic about Jab Jab right hook was on paper it seemed like I was trying to help all the people who are always selling which I was it's like slow it down like a little romance you know ironically it ended up helping more people that were all jabbing you and I are probably unique in the fact that our jabs back to Larry Holmes are so effective that we win there's a whole group of people who just give give and they actually have to ask and they were scared to ask a lot of people aren't natural salespeople are scared to make that move it was really funny to watch a play out I think I absolutely thought it was gonna be all the those guys be like slow it down a little romance right like get value it ended up being a bigger breakthrough for people that were giving value but not making any money because they didn't know how to ask it's interesting anyway you're gonna kill by amplifying jabs because you're clearly bringing value brother the only reason you're selling so much stuff is because you're bringing so much value I'm so I want you to make more people see the thing that you're bringing value in I spend all my at 80% of my ad money excuse me unless I'm selling sneakers or wine just because I'm learning plus I have a unique life where I have to use myself to understand certain things that I have to use for the agency so I'm even doing things that I don't necessarily want to be doing like selling wine and sneakers at some level because it helps us so much with Boehner because my clients care about selling product but I spend almost all my ad money on the content that organically shows me it's doing best and brings the most value and then I spend my own money to help more people get value because I know it resonates with people that's right my big thing where I really made out and this is where it's a little bit different potentially for what I know about you is I don't need to sell a single thing as garyvee because I actually run vaynermedia I really [ __ ] put myself in a good spot where I have zero need to monetize my audience so does my retail business yes that's where I can get real good though I like what I'm hearing in the relationship you have with your audience seems like it's organic seems like you're selling things you believe it listen nothing is more exciting than selling something you believe in this the second you get paid a million dollars under the table to

even sell the glue that's when you're [ __ ] but if you're actually selling something you actually believe in you'll [ __ ] win my biggest problem with people is they sell something they don't believe in they just it's the thing that they've stumbled into they just think they'll make the most money on that's the thing that makes the most vulnerable super long term if you [ __ ] love it and you believe in it there's a lot of things I could be selling that would make me a lot more money you know I'm helping people when I do track like I do things I want to be doing like I love showing people how to make that have 20 bucks how to like start living their life with more money that's why I do trash talk there's literally people that leave comments like gara view this is not going to help you buy the Jets no [ __ ] dick I understand that eight hours of my time is not making three hundred nine dollars is not necessarily the mathematical equation to get to the Jets but is it because if I helped 40 million people live a much better life if I'm two hundred million dollars short when the time comes can i crowd fund the last part I think so buy your wife just on your free advice I'm completely convinced but when a time comes this whole country is gonna demand that I own the Jets not want it I really believe that I really genuinely believe that full penetration completely massive awareness i still would much prefer to be capable of doing it myself because I don't like to ask which is really a

funny thing if like then I ask the whole world you know it's like almost like back to Who I am pulling from opposite directions so that's what I think yes doing it yourself or hiring yes oh I always think you should do it yourself because I always think like I'm just a big fan of that in general you know we obviously aspire to be the best like Vayner is one big attempt to do something I don't believe in like I believe that everybody should do everything themselves you learn it's cheaper you figure it out mm I am big it's back to like almost like this fun world I live in and so what veiners entire Sasha Porsche or Vayner for sure is if you have to how do I create the greatest solution to something I don't believe in it's why it's working took me a while to realize that's what I was doing yeah I see that but you make a lot of mistakes you do and I think that's why we build vein or talent we're starting to understand it starting to think about it differently we have a new product we're gonna roll out on the gallery media side to help people start their podcasts there's stuff I'm figuring out I think of myself as like the Incredible Hulk right like I was a scientist I had this thesis and I don't remember exactly was it by accident but like to me I'm like I'm taking my own like the way I decided to prove to the whole world that I was super right about how to brand was to make myself the most famous [ __ ] person in America from a place where people didn't think you could build that kind of level of fame and that's kind of like the process I'm in I think one day that whole trajectory of like first you do marketing for your own business then you do it for others then you do the back for yourself like I almost think like they'll like there'll be a model named after me because I think there's a lot of people that will do it like me let me give you an insight that might help you with this next chapter where you're building out the agency don't be scared for people to leave once you build them up most people walk that fine line like if you build up Carol or the shop well then Gary can hire them for Sasha and that's where people lose you need to create a system that everybody wants to go into that's how I think about it the reason I'm willing to like build up d-roc and you know and I'm happy that babban got the Adobe thing and like you know Claude and James and like the reason I do that is because first of all you have to be confident that you're bigger than all of it - because anybody's better than you already got a problem second humans are animals they'll sense if you're suppressing it and because Karma's good like if you helped Carol get put on and she gets in $60,000 raise and Luke gets to move back to San Francisco where family is that's just putting good into the world you don't I've read I mean look I've been more than happy to not want to lose a good executive but I don't pay ransom for sure anybody that even if they're the number one all-time person and they come in with ransom DN like vibes it's already over I've always laughed about that when somebody comes to go scary gotta talk to you the other plant you know I'm like you're fine like do you like it like it's already like they could be the single most important person there indeed they're already gone cuz I'm not that's just gonna make me unhappy that makes me feel like a [ __ ] loser so that's number one number two if they come and say hey I love when they come in and try to make me part of the process I'll over pay if you come at me correctly hey I love it here you've been such a mentor I've got this crazy opportunity's hard I've got college loans like I've sometimes thought somebody was a C and paid up because I like the way they came at me and then sometimes you let them walk cuz you can't afford it the Delta and you know they're overrated by their association with the best so there's a lot of people here think they're a lot better than they are because they're associated with me and sometimes you can't close that Delta and you're happy for them that wasn't like a rep yeah it was a little bull res but it was far more of a happy I'm like oh like you're going to a competitor making [ __ ] fifty five percent more because you're wearing a Boehner jersey and they need that DNA in the building I'm happy for I'm happy listen good is good there are people who've literally on the way out of here because we fired them but I let them control their communications have told people that they're quitting have said that I'm the biggest piece of [ __ ] of all time and I'm completely full of [ __ ] burned everything around them in their last week before they left and three years later are referring business to us because if you're right if you're in a good place place of course people gonna go to glass door and tell everybody vaynermedia sucks or their best friend at vaynermedia sucks when they get fired people don't like getting fired who likes getting fired nobody thinks you're right but over time they get context and as long as I am kind and my intent is right and I'm trying to do the right things that plays out and I'm okay with being judged definitely by the outside you know that comment right but even willing to be judged with people that should know better because they're right here because they're in pain at the time