How to Adapt to Changes in Marketing

you're asking for me or anybody else to stay stable in a world that constantly moves the end you got your perspective what you'll notice where I go here is there's not many things I believe in there's just a couple things that are unbelievably true with the way that humans interact and the internet and specifically this device right now have a very big say in the way that all of us in this room can achieve our ambitions whether that's financial or emotional whether that's for a business or a start-up whether that's to grow within an organization or start your own business so the thing that I've been chasing since I was a very little boy is attention to me the only thing that 100% connects every person in this room is that we need somebody's attention before we can tell them what they want whether we're running for governor whether we're selling sneakers whether we want somebody to give us money for our app or become the mayor of our town no matter what you do in this room besides all being human beings the one thing no matter where you are on your business journey right now or your life journey is that attention is the fundamental asset the amount of attention the end consumers in Poland give to Instagram and Facebook are extraordinary the amount of you and the rest of the business world here big and small that are pouring money into it is very low the Delta is extraordinary and if you asked me what the number one thing that excite me tactically out of this talk is to get so many more of you to spend in those two platforms for whatever business ambition you have and so many unfortunately think that it's not for them where the platform doesn't have their customers on it or that it doesn't work because they've run some ads and it didn't work and in that misinformation is all of the opportunity there's attention people still see commercials but the amount of people in 2018 when a commercial comes on that go and look at this in between TV versus how many people did that in 1998 this didn't exist you're watching the mean cooking lady when it goes into commercial you're watching that [ __ ] commercial maybe you'll talk to your parent but maybe you'll cook a microwave but you're watching in 2018 everybody in here the second it goes to commercial grabs this and now this gets the attention I did a little homework that commercial in Polish TV has gone up in price not down it's more expensive not less yet all of you and everybody in this beautiful countries attention goes here it's now overpriced attention I have never been to Poland before and I'm so happy to be here I looked at my phone the entire time I've never been in this country I wanted to come to this country because it's so close to where I was born I got into a car it's the first time I'm here and outside the fact that they wanted to show me one building your main building which is beautiful by the way besides looking at that building for 13 seconds I looked at my phone the whole time 20 years ago I would have watched outside very carefully and looked at all the beautiful differences and similarities it but what I also would have seen was the billboards that you have on your highways and roads that billboard used to have more value today it's gone up in price from 15 years ago yet everybody here when they're not driving as a passenger is looking at their [ __ ] phone my friends understanding this is very important the amount of people in here who are wasting money in marketing every day because it used to work is the opportunity and the danger depending on how you're navigating your business your life what used to work is always the thing that's going to put you out of business looking backwards allows somebody to pass you I am astonished by how many people when they produce content or the Internet produce it for their self-interest not for their audiences I am astonished by how many of you and I can think about 12 to 15 of you know I'm trying to see if I can see any of your faces I was astonished by

how many of you produce content just in your best interest not in your audience's it's about you and what you're trying to sell and for you and every post and every post I know it makes me cry she's right the baby's [ __ ] right just like a tension supply and demand is everything and if you're going to be a personal brand or a coach or an influencer or have an app or sell something you have to understand in 2018 in a world of Amazon and Facebook and Instagram everybody's going to do that there's nothing anybody here is gonna start that can't be started by hundreds of thousands millions and tens of millions of people for the same zero cost the great thing about the Internet is that we all can play the terrible can all play it means you have to actually be good yesterday I was in London a girl came up to me she stood on stage I was about to leave but she was very emotional I wanted to do a nice like remember she said to me I've been trying so hard for a year to build influence you know and I'm like well how old are you she's like 20 I'm like well what do you want to talk about well I just want to talk I'm like why would anybody [ __ ] listen to you good and I wasn't trying to razz her I was trying to get her to answer a question I've always felt comfortable producing content because I didn't Douce content for the first 15 years of my career I first built an actual company I then actually was right about where the internet was going then actually invested in Facebook and Twitter and was right and then I had the audacity to think that I was worth listening to today everybody just wants to be listened to because they want to get attention to then sell something do you know [ __ ] crazy that is you need to first put yourself in a place to get the attention I do not want you to hire a 24 year old from the Ukraine to run ads for you I want you to figure it out for yourself entrepreneurs raise your hand raise it high and keep it up for a second every single person in this room who's got their hand up has to go home search google and type in how do I run Instagram ads for a lawyer in Poland how do I run thank you how do I run Facebook Ads for a banker in Poland this thing Google is [ __ ] crazy I don't know if you've ever used it it's got the [ __ ] answers you have to read it look I'm deaf I'm terrible at reading and learning terrible but I'm good at listening so whether you have to read 10 articles listen to 10 podcasts whether you have to watch 55 videos on YouTube you have to everybody who raised their hands have to in my opinion have to on 25 years of business success has to learn how to do it themselves you go into your laptop or phone and you place the ad you have somebody record or you write the picture you have to see it you have to taste it because if you do not you will be leaving the biggest opportunity for a business person human or entrepreneur on the table since 2001 to 2003 Google and let me remind everybody here the biggest advertiser in the first five years of Google was Amazon the number one person that put the most money into Google during the best era was a company small company out of Seattle called the Amazon everybody here knows Amazon right this second for many reasons Jeff Bezos is an incredible entrepreneur but do not get it confused Google advertising was a substantial reason why the amount of business I'm doing for vaynermedia and for me by putting out content on LinkedIn is remarkable it's really what we dreamed it could be five years ago could you imagine if LinkedIn became a business Facebook it has if you are in the b2b space here and you are not attacking LinkedIn by putting out articles videos and pictures every day you were leaving money and opportunity on the table content is the gateway drug to success in our society content is what makes people do something you now have the ability to make it and have happen for you what you want it's sitting right in front of you and 99% of you are not making enough of it

I'm making 80 to 100 pieces a day and I'm not making enough of it there's nothing else to say I promise you over the next half decade coca-cola and IBM and Kentucky Fried Chicken and hard rock the cafe I did see when we were driving here and everybody else is gonna wake up and they're gonna stunned running ads in Facebook and Instagram and you're not gonna get in front of a thousand people I'm pulling for $5. 00 anymore it's gonna cost $80 and the other thing is everybody here is not going to be looking at their stream very carefully as they were today in five years just like they don't look at their email as carefully today as they did ten years ago attention is the asset executing against it is how you win I really really appreciate your attention and thank you for having me you basically asked me hey in the fitness industry a lot of people are being sold that they can get into shape by not doing anything I want to get them to get into shape by actually doing push-ups teach people how to do push-ups this there's plenty of people winning on Facebook that are not pushy the problem is 98% of people are pushy that's why you see so much of it yeah like there's nothing really coming out of it we feel that they owe to pushy and we reject it at the beginning no [ __ ] so what's what so we have to be pushy anyway no you don't be pushy dumb English don't be pushy how to do it practically by giving people information I think I'll give you the answer because I'm playing around here a little bit and I think this will make sense to you if everybody in here thought that they were a media publisher not an advertiser they would make different content instead of thinking you're making a television commercial think that show got it you're making commercials on Facebook that's when you're pushy when you start thinking about making a show now you're bringing value entertainment information utility that's how you do it so basically my business based on eBay platform and I know IP platform super well I know that platform better on which platform EP eBay yeah I know this platform better around my girlfriend but at the same time eBay it's like living the psycho man you never know what's gonna happen in life yeah especially with eBay anyway no it's what you know well which is why you know how unstable and how much it moves the only reason you're saying that is you have expertise in eBay I promise you never know what's gonna happen in social you never know what's gonna happen in crypto you never know what's gonna happen in Madison Avenue and Wall Street and Warsaw and Silicon Valley you could get hit by a bus tonight and die you never know anything okay so I'm gonna go to question so there are two statements in business one statement is that we need to go all-in 100% into it and another statement is that we need to create some different of sources involved go walk your 20 [ __ ] years old 16 19 23 right bye you look great anyway thank you both keep crushing eBay and establish other revenue streams - so you mean like keep doing on eBay and also establish Amazon Etsy and so on a hundred percent thank you and you know why right because you have the time to work ten hours more a day also do you sit there up shipping like a long term thing in certain business yes and the selling [ __ ] will always be around sometimes markets are better sometimes Shopify is better than Amazon sometimes eBay's better than you know then you know Craigslist sometimes Facebook Marketplace [ __ ] will always change eBay didn't [ __ ] exist 20 years ago you're asking for me or anybody else to stay stable in a world that constantly moves the end