# The Secret to Success Is Context, Not Just Content | Sydney Keynote 2018

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=AUYksNMN4Ik
- **Дата:** 03.11.2018
- **Длительность:** 1:13:18
- **Просмотры:** 103,044
- **Источник:** https://ekstraktznaniy.ru/video/18147

## Описание

So many people make decisions with total lack of context or perspective. 

So many think the “entry point” to success is a million dollars, when the top 1% income in the US is just over $400,000 / year… 

Or that its acceptable to complain about their problems, when now is actually the greatest time to be alive…

Really passionate about this keynote I gave in Sydney, watch and leave your two cents in the comments! Remember, your comments are my OXYGEN!!!

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## Транскрипт

### <Untitled Chapter 1> []

That's my fucking favorite by the way if you're a fucking 22 year old life coach get the fuck out of here right now You got your perspective Hold hands in the air, in the count of three, 1 2 3 Gary! So Sydney, if you could give mad love to Gary Vaynerchuk! [ Cheering ] Hey bro! Thank you What up? Thank you What up Sydney! Thank you Big shout out to everybody in the fucking back The best part about doing that is it takes like two minutes for the sound to get up here Super excited to be here. Thank you so much, a lot to cover this afternoon. Looking forward to the QA that we have But really just wanted to start with a couple of key pillars really around

### start with a couple of key pillars [3:37]

The opportunity at hand for me the thing that's really in my mind Constantly over the last three to four months is that literally everything that's about to come out of my mouth? the biggest religions that I have around business and then being a human just Literally everything that I believed Wasn't possible for our grandparents This internet thing and we'll get into social and tactics and a million other things But this internet thing is fucking enormous It's much bigger than everybody in this conference hall Realizes including the guy that's delivering this speech right now. And the truth is it's in a sweet spot If you look at real estate, the printing, press invention of television or when people explore new territories countries opportunities those moments are really interesting because they all take very Different timelines and you've got people who get a lot of upside in the very beginning, but there's a lot of casualties I mean like literally discovering a new land literally landing on a new land there's people that have to taste weird berries and some of those fuckers died because they're poisonous and So like there's risk in the beginning. I want to be e-commerce, you know It's so funny right now as a lot of you know, because of Shopify and Instagram and other things ecommerce Selling stuff especially for influencers who are now getting into merchandise is becoming like this thing and I was like Oh ecommerce And I literally think to myself my god. I launched an e-commerce wine business in 1996 when a lot of these influencers weren't even born yet So I've been through the early stages of the opportunity of the internet, but this moment, late 2018 What excites me especially in the context of me having to give a speech is? Regardless of where you are in your career how much money you make? How much ambition you have? How old you are? what you do? Do you work for somebody? do you not? are you in school? Like what? No matter what. The circumstance is for everybody in this event The one thing that we are all completely bound by are two things that continue to run through my head, number one? Attention, right? The one thing that everybody here has to amass is the other person's attention Regardless of your ambition here, whether it's to build a business to run for political office to raise money for a non-profit The one thing that is guaranteed how many people here and b2b businesses raise your hand just raise them high right and b2c? And how many people by show of hands here work for a company? raise your hands Great, so like regardless of those three very different hand raises Attention is the one thing that we're all bound by because we all need it to achieve whatever we want the other thing we're all completely tied to regardless of our circumstance right now Is our timing. We're all here right now here and let me tell you about here and right now For all the things that people are cynical about and shitting on For the internet, the fact that people think social media leads to all these negativities bullying and other all these things Regardless of how you look at it. The flip side is remarkably true The opportunity to do what you want to do and be happy is Far greater in an Internet world where the Internet is the middleman not an actual human being or a company We are living through a time where literally this is the game and to me that is remarkable because it's completely democratized our opportunity the biggest reason most people in this Auditorium tonight are not winning to where they want to be is far more on Themselves than on the outside forces. The reason I'm remarkably happy as a human being is because my favorite word and the framework of my life and how I navigate it is Accountability. I am stunned By the fact that most people haven't wrapped their head around the fact that accountability is what actually leads to happiness I'm also stunned that people still think money is a parallel to happiness, you know if I could achieve anything Tonight it would be putting people in a place of understanding The far majority of this room would be much happier making a hundred thousand dollars a year than making a million dollars a year It doesn't make sense when you're not in either place But it's remarkable to watch the world Navigate and as we start getting into far more interesting territories as humans around mental health and other things of that nature I think we are on the early stages of having far more mature Conversations about what the fuck are we doing on this planet? And what actually puts us in a good place and I really genuinely believe that this is a remarkable time. I mean, I think For me as you can. Imagine when I stand up here there really is only one ROI for me Actually, there's two one. I want to put things on film that are historically correct the reason I talk about everybody here buying Facebook ads and Instagram ads and creating content at scale and doing podcasts and influencer marketing and all that detailed stuff the reason I put it out selfishly is because it's all going to be looked upon five to ten years from now as an Underpriced execution during this era Right Amazon a company I'm completely fascinated by was the biggest spender on Google in the first five to seven years of that platform They used those ads that were under priced to it become one of the biggest companies in the world. I am Able to have 3500 people come to a conference in Australia on the other side of the world on the back of executing on YouTube and Facebook and Instagram Properly it's not super complicated the concepts not complicated I often refer to the concepts similar to being in good shape like is super basic eat well and exercise dickface right The problem isn't the thesis the strategy is not the problem. The problem is cupcakes are fucking delicious Right. So to me, it's no different than what I think about Everybody should be doing here for their business or the way. They should be marketing I can sit here and I've pound it if you can how many people here consume my content on the Internet raise your hands cool I've pounded the thesis down your throat over the last two years at scale in fucking video form in picture form in written form In audio form like I'm trying to like like, you know three I'm trying to create new ways to be in forms to say the same fucking shit, which is Got a little close there buddy, which is a Which is very simply this is what holds the attention of our society and I'm sure there's people Sitting in this audience that say their customers aren't on it or their age group isn't on it But the data is very clear that between Facebook and LinkedIn and YouTube You are going to be able to reach and by the way One of the remarkable things of coming to this amazing country. Is that my thesis on What's happening is actually even a better deal in Australia than it is in the u. s Because in the US some companies are starting to figure it out, which makes the prices go up The prices are remarkably under priced I mean literally I don't care if you're a lawyer a financial advisor a real estate executive a fitness influencer you sell jump ropes Candy, I don't give a shit. If you are not running ads on Facebook and Instagram at scale You're making a huge mistake, and please understand that I know many of you have run ads and they didn't work and it's because the ads The videos and the pictures were your problem or the way that you segmented the media? there is no debate that the media itself is underpriced, but you have to know how use it and So for me, it's just a remarkable time Like obviously if you follow me on Instagram a place where I only have one minute to make a video I've Been much more into mindset and strategy on That platform and that's another place that I spend a lot of time on in a world where I know the far majority of this Room knows where I stand or what to do on social media to drive their business or their ambition It's remarkable that so many of you don't do it After spilling every day for years. I came to realize It's not about the education It's about where they are here That is clearly dictating why they're not doing it that Started getting me into places around judgment and insecurities the ways people were raised just a million different Variables and I stand here today excited Because I also believe for all the negativity Obviously as the world has become highly political with all the way that people manifest a thing that I believe in the most Misery loves company So watching people actually I mean guys it is Remarkable for me to watch people actually spend their time to go on somebody else's profile and say something shitty about them Like how many people here have had somebody comment shitty about them on a post and social raise your hand cool, I Just want to really put this seed in your mind as somebody who gets thousands of shitty comments about him on a daily basis If somebody actually has the time to consume your content and Then leave something shitty about you with their time think about how fucked up their life actually is I Have never to this day felt bad for me when somebody leaves a shitty comment Literally look at it and I feel bad for Them because I never in a million years because of all the happiness that I have inside of me would waste two seconds Saying something bad about somebody for no and more importantly and probably the thing that I need to spend a lot more time on is the word that drives my life is actually Context not content. I talked so much about content. The reason I am successful at what I do and my companies are successful and the companies I advise people that follow are Successful is because they're great at context not just content Clearly if you don't have context on the other person if you're not deploying empathy for Worried about them then you have no shot. It's really no different than giving a speech The reason I'm a dominant public speaker and one of the best at what I do is because I'm far more Worried in the next 32 minutes plus about delivering you value and giving stuff for you Not what I can get out of it for me, you know some speakers get confused and they want your money I don't want your fucking money. I want you to win and then send me an email that you fucking won understand Because I don't need your fucking money cuz I know how to make money selling shit I find at garage sales That's a whole nother keynote for another day I'm so fucked I'm about to lose my mind You're about to lose me into a very deep seed of garage saleing and flipping on eBay So I'll miss all of you. This might be my last fucking speech My friends this is a remarkably special time and I'm completely convinced the far majority And I mean 99% of this room is going to regret it. I'm completely convinced about it it's not fun for me to say that but it's very obvious to me that humans take shit for granted and are really bad at perspective and Timing. The reason I pushed patience how many people here are under 30 raise your hands? Stand up if you're under 30, don't be a dick stand up Let's first of all, clap it up for all the youngsters in the room Keep standing you're young. You're not tired yet You really have like let's get into perspectives and actual understanding if you're standing right now With the way that modern medicine is actually evolving. There is a very high percentage That you're gonna live three more lives that you've already lived if not five Like do you understand why I? Struggle when people give up on shit a year or two in or are upset that they haven't gotten there yet Three years in when you fucked faces are about to live four more lives I'm being serious. Like you're literally gonna live four more lives five more like from the day You were born that you cannot fucking remember - right this second. You're about to do that three to four more times You can sit literally Literally, your biggest advantage is timing for all the great Things that I have in my life, I would literally give it up all of it just to be 25 I would give up for 17 years. I'd give up everything I have because that's how valuable time is and The far majority of this room has time as their asset and Every day the number one asset they have time they give away by being impatient Mainly on the back of listening to society or their parents that they have to have their shit figured out at this age the fact that people actually think at eighteen twenty-two or thirty you have to have your shit figured out is fucking ridiculous let me promise you all those parents and uncles and Grandparents that push down your throat that you have to figure it out by now. They still haven't figured it the fuck out I mean it So this Nonsense this fucking nonsense that you have to have it figured out at eighteen twenty to thirty You know many people freak the fuck out at thirty how many people are thirty right now? That shit was crazy. Right like people lose their shit at thirty like meanwhile, they're a fucking kid and so I'm unbelievably aware lately that one of the you know, people are just like Why do you when I talk about my parents and not coming from anything? But the more that I live I'm like shit. The reason I really win is cuz I understand time And listen I know I can get hit by a bus or get terminally ill I get it here's the problem That's far more unlikely for the majority of us the math works in your favor and we are stunningly not patient Patience has been the foundation of my success Patience, Adversity these are the foundations of my success at how many people under 28 raise your hands? Half this room! Guys, gals, at 28 years old I was in the basement of a liquor store packing wine in a box to ship That's what I was doing for my career 20 years. I was making sixty seven thousand dollars a year packing wine Shipping it out. I was the help. I was in a warehouse everybody now has to be like a fucking Entrepreneur like life coach at 22 years old. That's my fucking favorite By the way, if you're a fucking 22 year old life coach get the fuck out of here right now Fuck yeah, I'm gonna pay you $5,000 a month to tell me how to live in fucking idiot. Fuck you Stupid That's the same finally it works both ways parents I loved parents who shit up I'm so tired of people shitting on Millennials. You don't shit some Millennials the fuckers that fucking parented them Look like they're entitled no shit. You wanted to give them eighth place trophies asshole So stupid The number one thing Practical that you can get out of this talk go home and start doing is realize that if you're not communicating to the world Then you're in trouble because attention is the asset and Whether you're producing content, or you're running advertising if you're not doing one of those two things You're actually really vulnerable. My biggest concern is there's a lot of people here who are actually having a good year How many people here are having their best year in their business raise your hands? That's phenomenal excites the shit out of me It also scares me to no end Because if you're winning without the stuff that I believe in it means that you're vulnerable the reason you're seeing videos of me pop up talking about Toys R Us or Sears or other thing in trouble and now it makes me look really smart is because seven or eight years ago They weren't doing the things that I knew they had to do to be successful today That became their vulnerability if you're selling a ton of homes or you're getting more clients than ever or you're whatever it is Whatever success you're having if you're doing that without producing a high volume of content every day on Facebook Twitter Linkedin Instagram You know YouTube or a podcast? You're immediately right this second vulnerable because somebody else is going to and over time. They will take your audience they will and So I highly recommend that the tangible thing that you do from this talk is that you realize that you have to go home and figure out how you're gonna communicate to the world I decided 18 months ago The way I was going to communicate to the world was I was gonna be documented Living my life and then post producing that 12 hours of video into video Audio and written word because that's how we all you know Consume, I mean people, you know, I talk so digital for years people made fun of me They're like Gary Vee you talk about being so digital. Why do you still write books? I'm like cuz people read them asshole. I May not read them, but I'm not The person I care about the audience is what I care about. And so if you like to consume content While you're walking your dog or running in the morning Then I'm gonna produce a podcast If you like to sit down with a glass of wine or beer and watch video well Then I'm gonna produce video and I'm gonna put it on Facebook and YouTube and Roku and anywhere else I can upload that shit on Because the number one thing you should never do is create friction for your audience

### create friction for your audience [23:18]

do you know how many of you are miss playing it because you've stopped posting anywhere, but Instagram because that's where your biggest audience is You've become fundamentally 100 percent vulnerable to a platform Go speak to all the people that blew up on fucking MySpace how that works out so the number one thing you need to do is deploy self awareness about

### deploy self awareness [23:41]

Yourself and how you want to communicate and what you want to communicate? The really important part about this is video is absolutely the Holy Grail But many people here don't want to or feel Uncomfortable being on video and that is super fine Forcing yourself will always lose It is always going to be a self-awareness What do I like the most? because the reality of trying to be successful is super fascinating? Everybody has the ambition or thought process of living a 1% life But the far majority have no interest in putting in the work ethic of the 1% that is required for that life And that's fine You know another thing that's a complete contradiction is how many people I know that are far happier when their business The amount of people I've really looked at a lot of businesses at this point You know hundreds of thousands probably over the last 20 years because of my investing career There are so many people that have a business that makes them 200,000 a year they want to grow and then when it goes to 280,000 they went from extremely happy to miserable on that small of a Delta You know, please in a success world please understand that success is happiness not net dollars in I literally replied to I have a ridiculously funny post on Instagram right now, right? Let my last post about me garage saleing and a lot of the comments were like Literally things like I don't get it. Why is somebody who's worth hundreds of millions of dollars? Going out there and buying things for a dollar and selling it for fifteen bucks and I literally am in there like on the road here like replying to some of you when I'm gonna be on stage and Replying an Instagram to kids that are asking me that I'm replying happiness. I, Gary as a human get dramatically happier when I go to a garage sale and buy something worth 20 bucks for a dollar and get the high of discovering it and knowing that I'm gonna pay a dollar and sell it for 20 then I do when I Land a seven million dollar deal for vaynermedia. And by the way, there's no comparison That's just who I am and that is what I'm going to drive towards and so please be very self aware and Also, the reason that works the reason I was able to be 27 and make 64, you know Because people take shit out of context. I just told that little story and a bunch You were like, yeah because you got hundreds of millions of dollars dick. You don't understand I was the same dude at 27 making 64 thousand a year That made me happy then that's what it is happiness is so fucking important I'm so obsessed with it right now and I hate that success and entrepreneurship and all this stuff have been put on a pedestal Do you understand that most people think they need to make a million dollars a year to be like winning? Meanwhile in America one of the richest countries in the world four hundred forty thousand dollars is the entry into the 1% We have success Completely misunderstood misunderstood. Let me tell you what success looks like when you wake up in the morning and you're fucking happy. I believe in the internet because of the long tail I don't think the Internet look the Internet does create the ubers and the snapchats and the Facebook's and they create these trillionaires fine What's amazing about the Internet and what I really want to get your head is the long tail? how many people here work somewhere but really want to have their own business or hustle raise your hands A lot!, for me, the internet is for you for me If I sat down with these two, dudes The black shirt and the white sugar right in this third row and they both raised their hands for me It's not about cut if I was sitting down with you for three hours It's not about coming up with a business. That's gonna do ten million bucks It's about understanding how much money you make now working a job what you spend your money on To live and trying to figure out how quickly you can get into a place where you don't have to work in a job One more time. how many hands Work somewhere but wanna do their own thing? raise your hands More than half this audience Meanwhile, let me tell you why most of the hands that just went up will never get there. They buy dumb shit Do you know how many people here literally drive cars to impress people that they fucking hate? People literally going in debt or getting further from leaving the job they don't like to do something They'll make them happy because they have to buy a certain car that has a logo that impresses people that they fucking despise Do you understand how fucked up that is? Do you know many people here live in homes where they don't use more than half the rooms in the house? Like we are so Fundamentally in a vortex that makes no sense that I am unbelievably passionate understanding how much money you make and what you can do to get off of it but the problem is again people are doing so many things to keep up with the Joneses to make it look like they're Successful to appease their parents and a million fuckin other things that have nothing to do with themselves And we need to change that fucking game. Thank you and The Internet is the most likely thing the Internet is a place where you can make fifty four thousand dollars a year just talking about peanut butter This is important guys this is SuperDuper important what I'm talking about the internet unlike the real world is a place where the Longtail gets rewarded The longtail the reason I'm on this ridiculous too many people garage sale hustle thing is because the quickest way by the way, Because I knew I was gonna be here. Do you know how crazy it is? Especially in a market like this where eBay because Amazon wasn't here is even more mature and ahead Do you understand how crazy it is that if you went to the clearance aisles of your five biggest retailers in? Australia bought things on clearance when home relisted it and posted on eBay that the far majority of this audience could make between 50 to $100,000 a year Just on doing that for nine to ten hours a day Meanwhile everybody's sitting here with the next big app that's gonna be the next fucking uber for lawnmowers The thing that has made me successful far more than my passion or my energy is my disproportionate practicality most people want to look the part of an entrepreneur that came up with the next supreme or adidas brand or the next uber or face book yet our $40,000 in debt work at a job that they hate and Literally if they went to the five discount stores that dominate this market buy things on clearance go Home take a picture with their fucking phone and upload to ebay and then when people buy it go to the post office and ship They would be able to get out of debt and get into a financial place, but people don't want to do that Because they don't want to be judged for that being there hustle most people in this room and this world would rather lose Looking like they're doing something successful than win and be judged for doing something. That seems dorky It's fucking fast And that leads me to the thing that I matter the most which is why you are living your life based on other people's opinions if I could punch every person's mom in the face in this audience, I would It's scary to me how much pressure parents put on their kids and use them as Products to look good to the other parents that they're spending their time on When it is not in the best interest of their kids happiness It's just a real broken system. It's really unfortunate and I am the byproduct the parents that went the other way Which really allowed me to lean in to the things I was passionate about Even though in the 90s and America immigrant kids were supposed to get straight A's If you follow me on Instagram, you saw my report card. That thing is fucking ugly That is the reason I get to stand here today because I had nothing so I had adversity because the quickest way not to win in life is have too much when you start and to I was able to breathe I Am here and I promise if you really study me all I'm doing and I took me a little while to realize it is All I'm doing is I'm trying to do to the world when my parents did to me. I feel such a level of guilt and gratitude a mix of the two of how I had it that all I'm trying to do with my popularity or my attention is Create the shield for you to point to do you know how happy it makes me how many people Use my content to show to the person they're fighting with internally or subconsciously to give them the air cover to do the thing They want to do that makes me feel incredible It's the great gift of my life that a lot of people use my content to give them permission to do the fucking thing that they want to do and That is what drives me to fly across the whole world and keep doing it. That is Unbelievably fulfilling I'm gonna get mine. I've news for everybody. I got mine long before I got on stage and started doing stuff I don't need to monetize my audience. There's no fucking product that I'm gonna try to make you buy for the next fucking fourteen minutes What I'm doing is trying to be happy when I fly home in A couple days and read the emails from people and by the way, I get him every day I get emails that start with I was forty seven thousand dollars in debt a year ago And now I've got a business doing three hundred thousand I don't know why it took me four and a half years to finally do what you've been saying and that's the thing just so you understand what you know why I love when people like Gary Vee like the comments are just so fun Gary Vee like you suck bro. You repeat the same shit I'm like cuz it's right dick face The reason I keep repeating it The reason I believe in it is because I know for so many of you even though you've seen it eighty seven times This moment in real life, but this time might be the time it happens. That's how it actually works This is a game of perspective either you understand what's happening or not Do you know many people have defaulted into thinking this is a terrible time my friends This is the greatest time to be a human being in the history of Earth. I Mean, I don't know what else to tell you. This is like math. This is not my opinion This is what's going on with genocide and health life expenses. Like this is the best Like for all the fucking shit we have with racism and sexism and a lot of territory got plenty of shit Meanwhile, they had the Black Plague Meanwhile they had world were fucking - Meanwhile, they had real shit and we sit around and complain about the dumbest shit in the world people complain about like getting the wrong milk in their coffee from a barista or That you're one. This is my your Wi-Fi is a little slower than normal asshole Like you're upset you can feel the speed is a little lower or my or you got a few less likes then you're usually Getting on a public the stuff that we actually spend time on is Fascinating to me. It is a complete and utter lack of perspective And so I spend all my time trying to contextualize what's actually happening And what's actually happening is the internet is finally mature enough That is that such a scale that literally every person in this room can win and not at the expense of anybody else in this room because the longtail is that huge if They're willing to lean into things that most people aren't humility Getting quiet in their head from everybody else's judgment Patience as fuck Patience is fuck. Nobody has ever built anything meaningful overnight people have inherited money You could win the lotto it happens But not for the 99. 9% and all of this is available to every person Here if they're willing to figure out how they communicate to the world. And now the most important part I Laughed at you, you know why because a lot of you commented about this conference today during the day Some of you complained that people came up here insult, right? I am a weird fucking dude Decided to look at everybody here who complained about people up here to sell and I decided to audit their social media profiles their Facebook pages and Twitter accounts Let me tell you about all the people that complain that people came up here and sold Every fucking post out of their mouth on her Facebook is selling shit It's fucking funny It's fucking hypocrisy at scale people Shitting on other people selling yet every post out of their mouth is by this my favorite one person here complaining has all every post is Come for my free assessment Which is their sales pitch and so I Highly recommend everybody here starts really becoming religious about empathy You want to really win in life? figure out what empathy is and Practice it and I have no idea how to teach it but fucking get it into your skull The reason I sell so well is cause the only thing I think about is the audience not what's in it for me them? That will always work The reason I have a good organization and culture is the I work for nine hundred people not they work for me the biggest mistake that many of you will make within an organization is when you go from doing to being a manager you think you've made it and now People work for you. That's the beginning of you working for them and So we are really in desperate need of perspective And so what you may want to do is not actually Strategize your Instagram post based on how many followers or likes you're gonna get But maybe actually weirdly maybe just one time it would be a good idea to think what the few people that decided to follow you Actually get out of you putting that picture up Maybe that will work. You want to build a fucking audience? It's not gonna be bullshit engagement groups or fake followers or all the other Horseshit hacks that everybody wants to fucking figure out to have the perception of having four thousand or ten thousand or a hundred thousand fans It's actually putting in the work to create a meaningful community based on you actually bringing them value How about that for a fucking strategy? And another thing while I'm on that for so many people that are complaining that they don't have a big enough audience How do you have the audacity to wish for more fans? when you don't go into your own comments when you only get 17 of them and Reply to the people that are already part of your community From 2007 to 2011 when nobody knew who the fuck I was and Twitter was the platform of the day I Spent every day replying to every single tweet that made a mention of me and used to go to sleep at 3 and 4 o'clock in the Morning until I completely got to everybody and that's how I built my foundation People want the glitz and the glamour and the caviar, but they're not willing to eat the shit Period If I mean if you don't understand how this actually plays out there is no fucking shortcut. There's no hack There's no tip. There's just the work. My favorite are the Fitness influencers on Instagram They fit it out in Fitness That you know, they eat well they work out everyday They're so disciplined yet for their business or their social media following they're looking for the fucking shortcut the shit They make fun of that people do in health. They're doing in social and in business It's cliche. I see it every day my friends, please Understand what I'm about to tell you Social medias golden era will go away Just like search engines gold and euro went away and emails gold and arrow went away Everything we're talking about right now is in the prime of its career The prime like an athlete or a supermodel at the apex Over the next decade or two it will lose its throne Most likely in my opinion to voice Devices like Alexa and Google which are gonna steal our attention because of the level of convenience It brings to our lives But visual is always gonna play and it will always have a place just like email not as good as it was in 1997 But still an outrageously effective way to sell and market even to this day. It's not like it's gonna die It's just not gonna be as fucking awesome as it is, right Now you're sitting here. If you're at this conference, you're paying attention to what I'm saying? Now my question is are you really gonna allow me to make fun of you in seven years for not doing anything about it because I promise you in seven years Most of my content is gonna be shitting on 98 percent of this room for not doing anything about 20, 17 18 19 and 20 Please don't let me shit on you I'm gonna go into very hardcore tactics quickly yesterday, Melbourne I talked about this and somebody started doing it on the spot DM me and has already had a bigger return on their business in One day than everything they've been doing in social for a year Influencer marketing is grossly underpriced People don't know how to price themselves to take a picture with your product or service or give you a shout out Some people are grossly overpriced some are under priced. But how many people here sell a physical product raise your hands? Everybody who just raised their hands if you're not spending twenty five percent of all your marketing budget on Influencers on Instagram you're leaving an incredible opportunity on the table They will sell product for you. How do you do it at scale? You spend five to seven hours a day or have an employee do it and you DM people one by one by one until Instagram blocks you and you have to wait to start again and You ask them how much it would cost for them to take a picture with your fucking physical product? Whether it is an umbrella or a sneaker or a tea or a jam or whatever the hell you sell You ask them how much it costs? How do you figure out if it's a good deal or a bad deal? You try I don't know your businesses. Maybe you start with 100 bucks Maybe a thousand maybe ten thousand, but you try always negotiate it's like a garage sale or we saw for less than they ask see what happens and Then just see what happens to your business. You have to taste There's no metric. You have to learn Suzy takes a picture with your shoe. You sell 800 shoes That's a really good deal for 800 bucks Suzy takes a picture with your shoe You sell one shoe that was a bad deal for a thousand bucks You have to get into the rhythm of doing so many people in this room and promise you when I say this room I mean the whole fucking world Everybody's talking about theories and strategies and concepts and nobody's actually doing Do you know many of you here have opinions on influencer marketing or Instagram story ads or Facebook? But you've never run them your pontifical. I'm looking for practitioners I'm trying to figure out who the fuck in this room is going to be a practitioner Instagram story swipe up ads are Fucking amazing if you have a business or trying to accomplish something by Instagram story ads what's even better about them is they have the ability to have a functionality that you can swipe up and Send you to a landing page which for a lot of you who are sales people not marketers is Very effective the reason so many of you love Google AdWords Dislike Facebook marketing is because you're not a marketer. You're a salesperson You're looking for an ROI on every dollar you spend every time that's sales That's not marketing and branding. The reason I win is I market and brand I'm not looking for anything in the short-term I'm trying to build brand the reason so many of you don't get the goals that you're wanting is you're looking for an ROI Right away to prove that it works Meanwhile, every piece of clothes being worn right now was done by brand not by sales the Yankees didn't cookie you And make you buy that hat they established a brand over the last hundred years That's the game and please understand today and this afternoon Are you a marketer or a salesperson and do not be embarrassed if you're a salesperson? I'm a salesperson Sometimes - I have a wine project coming and I'm gonna sell my fucking arms off in November in December That's fine. But I also know that when I'm selling like a sneaker or a wine, I'm losing brand Because that's the trade-off Finding that cadence The reason I try to bring so much value is I'm trying to build up so many Equity that when I ask and don't expect and I convert some that the people that didn't want it still stick around Because I brought them so much value as a matter of fact even better when you really get great at it You get the emails that I get which is people buying shit that they don't need Because they feel guilty buy all the value that I gave them brand But most of all, most of all Sydney, please do me a favor please understand moment, please Understand that so many of you have so many options at your fingertips If you actually figured out what I'm about to say is true. I Put out over a hundred pieces of content today in video written word audio Podcast Facebook LinkedIn medium my website Twitter Instagram and sort of stories snapchat a day And I'm not putting out enough content by a fucking mile. I Stand here today in front of you and I confess that I am not producing enough content even close and I'm producing 100 pieces of content meaningful content a day Think about how much trouble I think you're in Thanks dad Contextual content that matters to the person that's seeing it Everybody that follows you or the ads that you spend Most of that group breaks down into 20 to 50 different demographic and psychographics 42 year old white women that live in Sydney making $400,000 a year is a very different person than a 19 year old that lives in Brisbane and makes 8 bucks an hour yet. Most people make content For them and just put it out and try to see what happens the reason my content is the same but slightly different based on the platform is because the Psychology of the person who's consuming. It is very different on LinkedIn than it is on Instagram please leave this conference and understand that you do not make enough content and that content is the gateway drug to every Ambition that is in your body and that this is the golden era of the underpriced nature of the platform Please become a practitioner Please go home and use Google and YouTube to educate yourself on how to run ads and how to make content at scale across every platform because it is Fundamentally the quickest way to get there and then when you make the content make it about the audience not about your selfish desires That very simple strategy if you listened very carefully for the last minute and six seconds because of the long tail of the abundance of opportunity around whatever niche or passion you have is 100% the way you can win the next decade and I'm just devastated that so many people aren't taking advantage of it out of Cynicism and being in the no business so many of you through your heads are telling yourself And me right now why that won't work for your business or you and it's fucked up and you're fucking wrong So, please stop doing it and please make my thirty fucking hour trip to this country worthwhile Thank You Sydney, thank you so much We're gonna do Q& A now, thank you. Give my hand Sydney give my hand. Thank you Thank you. I Have no idea why the fuck you're leaving the Q& A is the best part You better be going to take a shit because you shouldn't leave Cool, let's do it. All right Question number one comes from Nigel. Okay. He says here to see Gary V live question, Gary What's more important to focus on in building a great business? Personal brand or business brand nigel they both can work Right like I work and that's great but coca-cola works Nike works Ge works like both work I think self-awareness of what you might be better at is probably a better way to go about it Does it come more natural for you to build brand around yourself or around your business? I've done both I built a monster brand for Wine Library Well above its means for the money that I had and I've built a great brand for myself. I like them both the one nice thing about building a personal brand is it transfers to other areas if you change the kind of Business you want to do a lot of people get scared that if they're a financial adviser now and later They start a toy company that it doesn't map but the attention transfers and so both will work Yeah, very good. Next question comes from Leon He said what did you find helps you work in the dirt without neglecting the clouds? Leon the clouds never get neglected in my definition of clouds and dirt because it's the reason you do shit And it's what you're trying to aspire to do for me I know the way that I will achieve all my goals is to get my hands dirty and put in the work in the dirt so many people are so fascinated by I mean there was a kid last night who like broke through like, you know, like oh, I mean the guy should be a fuckin like Navy SEAL He broke through all the things that he's there twice and I'm like leaving last night's event, and I'm we're talking few minutes I'm giving him some time and he goes to me but Gary I envision myself in palaces and bulletproof cars And I was like cool man Like great Like do you like I could tell he was scared to say that to me because he knew I wanted to punch him in his fucking dick But I said the only cool Mazel Tov like you do you I don't give a shit but the problem is if you're daydreaming about yachts and bottles and massages and Diamonds and fucking all this shit then not just what you're doing. You're daydreaming Leon the reason I can focus on the dirt is because there's no fucking alternative. Nobody wins without putting in the fucking work Yeah, very good for those of you that aren't familiar with the dirt and cloud reference It's actually two issues the garyvee ooo three, so if you don't have them But I want to get a pair next question comes from Leon When did you decide to try a new social? Platform or rule it out as a fad for example musically or IG Leon. That's a really good question Liam for that I basically just waited has twenty thirty forty fifty million a hundred million followers consistently, right? I never like I loved when peach came out or vero When fuckin vero came out everybody DM e like Gary Vee Rose the next big thing and I'm like cool Let's wait for it to be the next big thing because I don't believe that I need to be first on a platform I just think I need to be best. I Wasn't first on Instagram wasn't first on Twitter. I was first on Twitter in YouTube That's actually I was early but it was still being best I'm never scared like you could always come later a year and a half ago I had 80,000 followers on Instagram like putting in the right work got me to four point three million followers But that's even besides the point cuz that's a vanity metric. It's like just building an audience that gives a shit

### building an audience [53:49]

I wasn't first to podcast like this a game about best the reason I Win the best game often and I'll say it again and I think this will make sense to you based on today's day Because if I'm here for you, I'm gonna get mine If you actually give a fuck about your customer and your audience, you get yours. I promise the problem is 95% of people aren't There doing shit. The only people are doing a job or a company right now because they heard there's money in it How many people your trait chasing cryptocurrency and don't even know what the fuck blockchain means And you're faking by the way, let me tell you about life You're fooling nobody. what actually happens in life When you play the part on Instagram or you think you know something about something and you don't You tricked the 90% of people that don't matter and you lose credibility in perpetuity with the 10% of people that run shit So for all the young hustlers that think fake it - you make it's gonna work for a minute Faking and negativity and the wrong thing always does quite well at half time. It just always loses the fucking game Sleep on that Next question Hey, I'm a polish dancer and content creator who travels the world My question is should I speak English and my vlogs think global and be one of the hundreds travel creators? Or should I speak my native language knowing there's the nish Prize it's a really good question. You know, I they both can work. I'm a big believer in subtitles I've now been very active in producing my content in Arabic and Portuguese and Mandarin. It's really working for me. You're gonna get more traction Speaking English for sure from a global standpoint, but I what's up So, you know, I think you'll get a broader I don't think the fear of everybody else's speaking English and then you're one of many I don't believe that the language is necessarily the biggest, you know Variable in your success or not. I think there's a couple ways to do it I think I mean, you know One of things you can do is speak your native polish and have English translation and subtitles over it. I would go the other way It was me. I would go with English and then I would transcribe and everything into subtitling into polish and other languages You got a brother there good my hand Next one comes from sac Hey Gary, I love all you do I was just wondering about strategies to deal with the pressures of being caught between loved ones for example family and partners One of the majority of your time in the hustle the dream and the goals things Gary's hustle greater than family Families everything brother hustle is not greater than family. But here's the problem for one to be selfless and bring value to their family They have to be happy so You know, I'm very passionate about this It's not the popular politically correct current conversation but I genuinely believe that the majority of people need to make themselves happy first so that they can be a great partner and family member you Conforming to a family that may think a job is more stable or that you need more relaxation or whatever it may be because they're not on fire or passionate about what they do is always gonna lead to resentment and So I don't think it's hustle over family. I think it's yourself over family which then allows you to deliver for family Very good Next question comes from Norman was there ever a time when you thought that you would fail and if so, how did you overcome that? Norman I think I'm gonna I think I can potentially fail at any moment That's the beauty of being an entrepreneur. You're only as good as your last at-bat So there's always a sense in the back of my mind that I could fail It's why I've always really resonated even though I grew up a much bigger boxing fan and I'm still a bigger boxing fan There's something I love about mixed martial arts. Is that everybody takes an L? Right, like it's just like and I think that if you're in business for yourself I mean how many people here are entrepreneurs and have been for over five years successfully Like, you know a lot of us know like it's lonely as fuck like I woke up at four o'clock in the morning this morning Because there's some shit going in my LA office I had to cancel a trip to Hawaii next week For a conference that I really wanted to go to because I have to go to LA and fiction when you're an entrepreneur You on your shit. You're a firefighter You're the last line of defense. I always think I can fail. It's the reason I'm great I think it's like a fighter you go in there and you know that any moment even if you're a much better fighter than the Other person one punch can change the outcome and that's what I think entrepreneurship is I wake up every morning knowing that one punch that I didn't see coming Could change the outcome of everything that I've been doing and that puts me on an edge that I like being awake and focused and most importantly I Like that level of humility. I genuinely I promise you here out of every fucking person here Even if you sit here and your friend brought you and you didn't like me and you think I'm shit, nobody thinks less of themselves me in this room than me. I Mean that if I'm just unbelievably not high on my own supply. I appreciate the admiration I understand what's happening with me, but I promise you if you could read my insides on a piece of paper I stand up here knowing I'm not shit and tomorrow it can all go away unless I continue to execute and I play on that edge every day and I Appreciate and I'm flattered But I'm not fucking confused big difference man next question comes which really fucks with me because yeah 99% of people know really because 99% of people that I see that aren't even as close to doing the shit that I'm doing get one little Headline or have a PHY roll day or have one person with a blue check follow them and they think they're fucking special If you think you're special you fucking are finished I mean it's important to have confidence but don't get delusional It is absolutely your vulnerability and let me remind everybody under 32 in this room You have not faced a bad economy in your entire life. So you've not been punched in the face in a macro way yet So whatever you think you are, you're playing in a fake fucking environment. You haven't done shit. You're in the minor leagues boy How do you stay from being disillusioned that way but for you it's really simple I genuinely wake up and think like I suck nothing mattered that I did yesterday. Like I might not be seeing some sharp I'm like completely convinced that like cool but like I said something recently that caught a lot of people's attention when I say get quiet I Talk about get quiet from the haters. Don't listen to anybody Right, but I think the part that people didn't understand it is I meant the compliments to all this love and admiration. I hope You can't imagine how good it feels, but it's not penetrating my operating system Next question comes from Michelle Why did you choose to offer your amazing business advice and knowledge of the simple price of a seminar ticket or purchasing your book free? Instagram posts and YouTube videos when others are charging people huge money for courses with the same information Cuz I'm dramatically more talented than them Michelle. I took a business You know I always tell people like I love when people Try to find reasons to not listen to me or to tell their friend that likes my stuff not to listen to me They always try to go to the fact that I had a family business and they make up shit in their own head That isn't true like people like I mean, I've seen it for years Well his dad gave him three million dollars the business was doing three million bucks. Well, he had a head start I left at 34 years old with no money to my name because I spent the first 12 13 years of my career building my family's business for my parents and I left with no equity in the business right, so Michelle I took a business that was doing three point seven million dollars in business and grew it to a sixty million dollar business in eight years With no money, no venture capital no credit lines. I just operated like a fucking maniac and built a huge business. I Think people are very confused about vaynermedia. Let me tell you about corporate life Corporate world doesn't believe in social media and it doesn't give a fuck about Gary Vee the wine guy who was on Twitter in State years and really in nine years really seven because the first two years I wasn't active in vaynermedia in seven years I took a business that didn't exist selling something to this day that companies don't want to buy and I grew it from zero to 150 million dollar revenue business. I'm a fucking talented businessman, so I don't need to monetize you for my wealth creation I do what I do here to be the other part of my life to get the hi of hey listen I love admiration and attention and clearly I have that trait But the reason the answer to your question Michelle is because I'm fucking way more talented than they are and don't need your money Next question comes from Jamie I'm excited about creating my first Twitter account to ask Gary this question. That's awesome I feel like it's not the opinion of others that bother me. It's the opinion of myself So are there any strategies for blocking out the negative opinion one self can have about themselves? Absolutely Jamie either your mother or your father put that negative opinion about yourself in your head Once you realize that that's true Then you stop shitting on yourself and realize somebody else made you do that and you start the process of loving yourself We are not born to think we suck It is instilled in the insecurities or negativities of the people around us the end So you were sleeping at night and you're shitting on yourself You need to first of all and by the way, this doesn't mean you should hate your parents They were doing that because that happened to them You need to understand This is a very long game but you need to understand that you do not have that opinion of yourself that was instilled in you and one of the biggest reasons I think people need to spend more time with positivity and consuming positivity and spending time with positive people is Once you get into the practice of it and please I hate when people think positivity and optimism is delusion It's so funny I'm with you like it's funny like people like, oh you're drinking the kool-aid or this and that that's just negative people Trying to bring you down to their level Optimism positivity is practical. Do you now crazy? This is that we're still on earth We've had bombs if we're so evil if this sucks so bad, we would have been gone a long time ago The human being is the most underrated thing in the world. The far majority of us are unbelievably good it's scary actually and so Yeah Jamie you need to understand that voice is not in your head Yeah, very good. Keep going if we have something. What's that? I got you brother. Are you wearing a turtleneck? Dude you've already won. I mean if you're not worried about being judged wearing a turtleneck in 20 fucking 18, you're fucking unstoppable, bro You are fucking unstoppable Stand-up Leanness. Yeah, baby turtle that unroll it all the way up Man who gives a shit about everybody else Ashley I carry a heavy rock. Where are you? I need to get a turtleneck. I need to wear one immediately. Please email the team Watch out Brisbane Next question comes from Ashland. Hi, Gary I haven't started using social media because I'm worried that anything I add will be more rubbish or noise that my valued customers would just scroll past I feel stuck, you know, actually like I You have to understand that opinions and different perspectives and points of view are unbelievably valuable Like I was saying when we landed here today, I made a video but d-roc fucked it up, but it would have been really great It's true right there Rock. It was corrupt. The file was corrupt. I don't know why but that's on him anyway All of you missed out on a tremendous production and the basis of the content was very simple Which is look I have my opinions and passions and ideas But I hope that everybody understands here and ironically In the last 20 minutes maybe for some of you got to see a different part of my perspective I don't think my opinion is any greater than yours. I don't have the audacity to think I'm right or special regardless of my results in the short term. They're just mine they're my perspective the end and so Actually, I really think you should share them because everybody else's is the same shit and if you actually put it out This is why I push you so hard Today to think about them. Not you Like if you really really put out shit for them It's why we all over react to when somebody shares Something negative about themselves because we're so not accustomed to that and wondering doing that It's being done for you as much as them because it gives you another example Everybody in here has something that they've never told the world that if they told them they would eliminate that poison and breathe so much easier the reason I love living such a transparent world and being filmed on time and having all my admins and different people in my Passwords and dm's and everything is it doesn't give me a place to hide Which is unbelievably powerful The reason I love privacy going away is privacy is the shadows that creates negativity. Not the reverse. I Want everybody to walk around naked that shifu's wild what I mean, it just turtlenecks though. Yeah Last question comes from Sam. Sam wants to know 20-19 Sam pre-order now baby. When is your album dropping? What is your album dropping Sam? The reason I spent so much time with emerging hip hop artists is because it's twofold one I genuinely believe that hip hop culture is foundational to society You know, I really understand that 36 year old white kids in middle America will act on something that happens in the hood in Atlanta 18 months earlier. It's just the framework That's interesting to me, but more importantly there's nothing entrepreneurship Two thousand three four five six looked like this now. It's become a sport of affluence and students and posturing and coolness but hip-hop is still a grimy game of Making a piece of art and trying to get people to hear it and the ones that always win are spitting such truth To the current mindset and reality of their environment. That's what I do That's what I just did for 50 minutes. So I associate with it. So heavy and the Other thing is just for fun much like watching uber and snapped I mean the first time I went into Twitter's office, they had six employees Yeah, it's just such an amazing. Like I'm literally getting goose bumps. That's just wild I Was in the hotel room in Paris when Garrett camp literally pitched the idea of uber Literally, I was in a hotel room in Paris and Garrett camp who's also the founder of StumbleUpon So man who's created two unbelievable plays an uber being obviously so revolutionary Literally on a with a bottle of whiskey and eight people he says hey Wouldn't it be cool to get a limo? It like from just from your phone as soon as you needed it and I remember thinking like that's stupid. That's only for rich people So I'm not always right either But like that high of watching the world evolve I'm getting the same sense for spending time with emerging hip-hop artists because If you get to spend time with Lil Wayne or jay-z or Drake six years before it happens There's just a level of like that. I love that shit. I love being early in a lot of ways But most of all the way they navigate the world is far more the way I navigate the world at least in my head Very good. So you came all this way. Any last words you want to give Sydney or the folks that came here See listen here's where I'm at And you've heard me say this. I know a lot of you resonated with this piece of content There's nothing you'll accomplish in your life. That's more miraculous than the fact that you're a human being It's bonkers crazy Like it's so rare. Like if you care about math the fact that you're sitting in this plate that you're a human Like you could have been a ladybug like you're a human the most alpha species in the world like You have one life How you're gonna waste that? because of other people's opinions or your own opinion of herself that was fabricated by somebody else is Something that I'm just not willing to not talk about until I die And so, please understand you have one life do something with it for real and Especially when we have a moment like this Where this internet thing like this is like this will be talked about in hundreds of years Like the way the Rockefellers and the railroad station, this is like this is big It's real big and you're sitting on it and you're not squeezing the fuck out of it on some bullshit So, please do something with your life. It would mean the world to me. Thank you so much Sydney, Gary Vaynerchuk! Drock One last couple of announcements platinum people just stay where you are. 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