Wieden+Kennedy Gary Vaynerchuk Keynote | London 2016

thank you guys for having me uh I'm super excited to be here actually you know it's uh let me give some context of where I come from um because I'm going to assume a lot of you don't know and then I'll Spiel a little bit about uh couple of point of views I have that might be interesting given uh the audience and then I'd love to go into Q& A because I think that's where the most interesting stuff happens so I uh I was born in the former Soviet Union I came to the US when I was three we grew up super poor I lived in a studio apartment in Queens with eight family members it was a really tough upbringing uh my dad got a job as a stock boy in a liquor store uh making two bucks an hour uh and I kind of grew up with that American Dream Merchant kind of world we uh we were very immigrant saved every dollar and eventually five or six years into the US my dad bought a small liquor store in New Jersey uh I moved to Jersey when I was six I was very entrepreneurial lemonade stands baseball cards washing cars raking leaves shoveling snow anything to kind of make a buck um when I was uh in the US 12 or 13 baseball cards were a very big deal every Everybody collected them and I was making1 to $2,000 a weekend selling baseball cards as a 12 13y old so probably the richest I'll ever be um and uh that was great but then I turned 14 and I was first generation oldest son from the old country which meant I got dragged into my dad's liquor store uh got paid two bucks an hour to bag ice for 15 hours a day um so it was kind of Hardcore I always tell a lot of my friends that I grew up much more like their grandparents than they did cuz we were so first generation when I was 17 I realized that people collected wine and that was a big deal for me because I didn't want to go into my family business though I wanted to cuz I thought I could do it much better than my dad um but I wasn't passionate about selling beer or liquor uh but this wine thing was super interesting to me and by the time I was 18 somewhere between 16 and 18 I went completely Allin I mean scary to think back how much I learned about wine as a teenager and I decided that I wanted to open up 4,000 wine shops all across America uh eventually build a big business sell it and buy the New York Jets which is my uh career ambition um when I was 18 even though I only spent about 30 minutes of my life on a computer at that point uh I was in college uh and I went to my friend's dorm room and I heard the uh dial up internet sound for the first time and in 1994 about 14 minutes into surfing the web I ended up on a bulletin board in AOL uh that was selling baseball cards and I realized that I could sell [ __ ] through this machine uh 24 months later I launched one of the first three e-commerce wine businesses in America called win library. com and uh and that became my career spent $15,000 on building that website I was still at University and so uh nobody back home at the liquor store knew what to do with it so on that $155,000 investment the uh wine e-commerce site in the first two years of operations sold less than $2,000 in wine I don't know how many you have a uh Soviet father but uh Sasha vaynerchuk was not happy with the ROI uh in 1998 I came home and took over the business uh and from 1998 till 203 in a 5-year window I grew my dad's business from a $3 million to a $65 million a year business I did it uh on the religion that allows me the uh the humbleness to sit in front of you guys here today which is when you have no money and the business just for context did $3 million a year in Revenue 10% gross profit so $300,000 before expenses luckily Sasha didn't pay anybody anything but still there was really no money the only way to uh build that business as quickly as I did especially in a time when the internet was quite immature and there wasn't the kind of user base that we all have now there was no Venture Capital there was no m& a activity I built it because I made every penny of my advertising work like a $100 bill and how I did that in 1996 was I launched an eCommerce site when nobody did that uh in 1997 I launched an email newsletter that had 200,000 people on it that had 91% open rates and 55% clickthrough to add to cart button uh because in 1997 nobody was doing email marketing in the US market or any market for that matter uh the day Google AdWords came out in 2000

I bought the word wine and I owned it for nine c nine months for 5 cents a click basically my career is very different than the legendary status of this agency which is all of my career in the first five to seven years was predicated on the one thing that is my religion so I you know it's a smart thing and a thing that I believe in my heart to say in this room I truly believe that creative is the variable of success that the creative is the difference between selling 1,000 cases of that wine or one bottle of that wine and I think that's the way the world will be forever my problem my excitement my debates my passion my hours are spent on the fact that I believe most people deploy creative into a gap of attention that is overpriced so my career was built on buying attention at a very low cost e-commerce email marketing and Google AdWords in 97 2000 was grossly underpriced by the creative and advertising shops of the world and by the businesses and startups that's why I was able to build such a big business I continued that path with Banner retargeting when that wasn't a thing and my career took a really different turn and probably started my path to this seat in 2006 when YouTube came out I thought it was going to be a big deal and within four months of YouTube being alive I started a wine show and every day for 5 years I sat in front of a camera for 20 minutes and drank four bottles of wine that was a good gig um in the first year half of YouTube 2006 to 2007 and a half very few people watched it there was not a single video that had a million views it was building by 2008 I was selling hundreds of cases of wine per episode if I reviewed the wines carefully and properly um and it was the first time in my career that I was selling stuff where there was no paid distribution it was completely predicated on the content itself and the organic distribution of the channel few months later Google bought YouTube for $1. 6 billion um that was the point where my career changed uh I read an article that Ron Conway angel investor was set to make you know $25 million on his $50,000 investment and it was the first time I realized you know this gift of being right about Ecom and Google AdWords and email and Google and YouTube it has to pay off more than selling a couple more cases of Bordeaux or burgundy and so I promised myself the next time I felt it that feeling that has so dictated the success of my life that I would invest uh I went to South by Southwest the following March because I wanted to learn more about this Web 2. 0 thing that was happening uh and uh there was an app everybody was making fun of called Twitter I thought it reminded me a lot of early email marketing I became very friendly with the founders and a couple months later I invested in Twitter at a $50 million valuation um couple weeks later I made my first business video it was called Facebook should be worried about Twitter I explained why I thought Twitter was a very exciting thing and why this new Force Facebook should be paying attention to it led to Mark Zuckerberg's team reaching out to me I flew out to Pal Alto and spoke to their company uh gave a talk about consumer Behavior and the attention graph uh Mark luckily agreed with a lot of stuff we had dinner and a couple weeks later I bought a shitload of stock from his parents uh a week later I came home to New York had my first lunch with David karp decided that Tumblr was going to be a big deal and uh three months later I invested in Tumblr So as an investor I'll probably never do better than my first three Investments um I've gone on to invest in Birchbox and Uber and and Buddy media and wildfire and a lot of good things and have done quite well but back then I understood that all those platforms attention was underpriced it's the way that I know that any brand in the world that you work with uh definitely now in the UK and the US and many other markets if they are trying to sell something sneakers a soda a piece of candy clothing to a 15 to 25 year old 95% of the ideas in this room at vayer and many other rooms are not going to work because we're going to deploy stories in places where 15 to 25 year olds are not spending their attention ition you know uh I'll use mandelay Sour Patch Kids was probably one of our most interesting case studies in the US the brand manager literally almost got fired for doing what I recommended to be done which was in 2015 in 2014 they spent all of their money on a commercial that was running on Spike television because they were trying to reach 15 to 25 year olds business was down 7 and a half% in 2015 when we took over to business we moved every single dollar to only inst and Snapchat there was no reporting to

justify the spend Mandel's modeling mix didn't prove that moving those dollars to those channels was going to do anything the first nine months of our activities because the reporting wasn't back yet uh the brand manager was literally on the process of being fired out of the organization when it was all said and done last year Sour Patch Kids in the US had the fastest growth of any candy brand in the last 10 years because I don't know if you know this is a crazy [ __ ] thought but 15 to 25 year olds spend their attention in Instagram and Snapchat we have right now in marketing and just all over the world a stunning disrespect for attention and a gross overwhelming respect for [ __ ] metrics headlines Awards and a ton of [ __ ] that has nothing to do with actually selling product now thank you my man now that being said it's an interesting thing because look I I'll say this and this is super important to say here because I think context is everything I am in advertising now for the last seven years really I've been running the company for 5 years just for context since you're in this world I've grown the agency from 30 to 650 people from3 to $100 million in Revenue um no m& a no cash infusion and I'm still selling something no nobody wants you know nobody wants our creative nobody even thinks of Bor media as a creative shop um and I know enough to I don't know much about the advertising world right like if you told me you'd give me $50 billion do right now if I could name the CEO of your company or any other company I would not be able to do that I don't know it you know I when I go to can I feel super out of place because I have no idea what the [ __ ] anyone's talking about um I don't know the space very well I mean that and so the reason I just did that little rant was I do know enough as a matter of fact I even use your guy's name in some of my speeches because I know this is a special place one of those places that is so well known for their great creative and things of that nature and I'm a funny guy because I speak so much about creative being subjective because it is because it's subjective when it's you and it's me and I run Dove and you're the creative lead for why and it's just you and I and we decide that this idea versus that idea is what goes on television that is 100% subjective just so everybody knows it's 100 [ __ ] percent subjective now when it goes into real life it becomes not subjective the market decides however what bothers me is it made a lot of sense from 1955 to 20 10 to do it that way because you didn't have the ability to scale your IP prior to putting it in the market for every just do it and MasterCard Priceless there have been thousands in this room this is so interesting to me this is funny I haven't really spoken too much at Shops like this or creative shops in general and definitely not at this level in this room there have been five to 11 ideas at individual levels that literally were the gamechanging idea for a business that never saw the day of life because of the way creative and Brands work together in a 2016 World because you were too Junior and the senior person decided not that idea this idea right or because when you presented it the brand manager and you guys I mean I assume this is how you guys think about it it's fun for me to watch as I've mapped what we do for a living I look at the people that make the decision to run [ __ ] and I'm like this is the craziest [ __ ] I've ever seen these are actual business oper aters which by the way as I think you guys are getting I didn't grow up drawing and [ __ ] being an artist I'm a Salesman I love brand managers I love people who give a [ __ ] about margin and [ __ ] stacking end caps and selling [ __ ] that is my religion I love them but do I think that they are the right person to make a judgment call on a creative execution I do not and I see it every single day and so the whole model to me is fundamentally broken because I have the ability and the luxury honestly to come from outside eyes I didn't know any different I didn't know why Awards and headlines meant so much in this world until I realized Ah that's how agencies Get Talent and get new clients of course that makes so much sense right I don't understand why media buying agencies tell all their clients to do programmatic ad buying when there's literally no worst piece of [ __ ] advertising in the world than a banner ad on a [ __ ] website when the whole world's going to Mobile and you don't even see the banner ad because it's on the bottom left hand corner below the

fold on women's women. org but then I'm like oh I see because that's the highest profit margin for group M and digitas that's why they push it so you know as you start getting in it if you don't understand the historical context if you don't if you're just not romantic about the way it was you start understanding pieces of this industry here's the punchline problem or the opportunity just depends on where you sit on this issue we're going into a day and age where technology is catching up to two fundamental things that are going to matter to everybody in this room and everybody outside of this building which is data is catching up to justify and understand what the ROI is of things more and more every single day if you really understand what's see I have a really nice Advantage I live my life really as more in Silicon Valley than I do in Madison Avenue and so for example I'm an investor in many startups right now that already have pilot programs with Coca-Cola and Green Mountain Coffee and Proctor and Gamble where their packages are smartify and you can actually start justifying and understanding the whole funnel of the transaction you can start quantifying some of the behaviors I mean it's going to be fun we're going to understand what we do for a living here more than ever before in a 10-year period and I'm not talking about direct response I'm talking about branding and how it actually justifies control tests with smart packaging understand really understand understanding the ROI of things at the same token and I think you guys know this every single day technology is moving into a world where they're blocking advertising because advertising my friends for the last 70 years has done one thing more than it's done anything else it's stolen time from the end consumer advertising for the last 70 years has been built to not let you do what you actually wanted to do stop you and then tell you about something you're watching the show and all of a sudden it stops and we try to sell you [ __ ] beer right you're reading an article you turn the next page you want to finish your [ __ ] article no we're going to give you a full page of a [ __ ] car right like this is what advertising has done and online too you go to espn. com we're not going to let you read the article the whole [ __ ] page is going to be taken over by an Acura [ __ ] car riding at me right and so what we have is we have the world of advertising stealing our time while when you look at what DVR did if you actually understand one of the great mistakes of my career is I passed on Uber's Angel round twice very friendly with the founding team passed twice invested in the next round because it came to New York and I understood holy [ __ ] Uber doesn't sell Transportation Uber sells time the reason people take ubber is the P even the perception of the car being there the perception of those five minutes if you actually look at your own behavior and I don't know your financial St status but you will be stunned no matter where your financial status is in the world if you look at Big Data how much people spend on time convenience when they can't even afford it because it's important to them and if you look at what advertising has been built on it's been stealing time versus vice versa so when I think about all the digital marketing that everybody's doing and how much of it's predicated on time stealing in a desktop environment when oh I don't know if you heard this is the only [ __ ] way we're going to consume the internet right and it's happening on an everyday basis and all those tactics don't work here I'm fascinated by that stuff and look the other thing and look I know this is I assume this is a television shop from what I know in things listen I you know I do not understand how anybody in this room as a common sense human being doesn't understand that television commercials are in major friction against the market right now people are not consuming as much television commercials as you know it's so funny all my TV creative Shop friends CEOs that I meet at things they're like Gary TV consumptions through the roof I'm like no [ __ ] everybody's watching Breaking Bad everybody's watching [ __ ] house of cards and everybody's [ __ ] watching Game of Thrones but who the [ __ ] is watching the commercials fast forwarding globally has declined last year for the first time during DVR and too and those things because the new behavior and you know this because you actually do it as a human maybe not as a marketer and as a creative but as a human you do the second you're watching something and a commercial comes on you grab this everybody loves to talk about live sports commercials being this great thing I don't understand why people don't look at the most basic data which is the singular biggest lift in Twitter activity is during Global sporting events when they go to commercials

because you know after something happens you grab your phone and you want to tell everybody your opinion on Lebron james' dunk or your opinion on that big match or that big fight or whatever you just saw so what happens is your attentions here while some Jeep goes up the mountain over there my friends listen I have no interest in coming in here and saying oh what you do like I just want you to know one thing if you go look at what happened in the 1950s to the early 60s when the society switched from Radio to television it is an absolute preview to what's happening as we live and breathe today this is the television and the television is the radio and you do it every single day and more importantly go walk outside and watch the 40 and 50 and 60-year-olds do it too this is not a 13-year-old girl phenomenon and social media Just for kicks and giggles just to settle this [ __ ] conversation once and for all there's no social media it is a slang term that somebody came up with it's a term we use for the current state of the internet and if you believe in this thing just kicks and giggles this is just data 53% of all of our attention on this device this is added up time on apps not opinion is spent on social networks when you start looking at social media as the Curren of the internet where people's attention actually is it gets a lot harder to disrespect it but the skill that sits so heavily in this room doesn't go away it just has to in my one man's opinion change its context to where the stories are being told and it's funny when I started my company I started hiring fancy creatives creative directors from this place and droga 5 and 72 and sunny and all these [ __ ] places right all the creatives hated me cuz they would go watch two videos and they'd hear something like this what they didn't realize is what I believe is the following how many of you in this room by show of hands I just want to know have seen the Extra Gum commercial that's run on YouTube or Facebook the two-minute version of where the guy draws the love notes and the extra gum wrappers please raise your hand for my own context raise it high I want to see how many all right five I get it respect it's probably why I saw it at first too uh we're on that gum business too uh so that was fascinating to me I think you guys will get a kick out of this story in the US there's a video you can see it online they ran a 30 second spot version of it for seven and a half months and the business the and again maybe you know listen this is very honest truth I do stereotype that a lot of agencies actually don't care about selling stuff but here's good news I've come to learn that a lot of my clients don't actually want to sell stuff either people's behaviors predicate on their personal interest of course you want to do award-winning work it's good for your career of course my people want headlines my clients they want headlines because then they get promoted everything's backwards people are just humans and they're reverse engineering their own bested interest and they should I'm not mad it's just life just true anyway 30 second spot nine months decline in sales they made a full version of it they go you know what the hell let's put it on Facebook the 1 minute and 53 second version of it is a far more compelling story it didn't have to fit into the box of a system that was built in 19 [ __ ] 65 and the person that was the creative and the writer actually got to tell their [ __ ] story the way it was meant to be told and you know I don't know if you know but there's a lot of people on Facebook you know this whole scale thing is really intriguing there's plenty of [ __ ] scale there's more scale on Facebook every day of the week than there is on any number one television show in the world times 10 just raw data unemotional so remarkable thing happened I don't know if you know just stunning funny thing happens because I don't know stories in video form work I think we'll all agree and so because it was actually consumed told as a story in its full complete way and because people have the ability to pass things on Facebook can't take my TV and throw it to somebody the product exploded the video exploded it went secondarily on YouTube which I think now has 15 million views or something absurd and the business has been up double digits every day since 30 days after they put it up on Facebook for the last seven months everything you do for living Works my argument to the whole goddamn Marketplace is you're telling these stories in places where people aren't anymore and it's declining by the minute do I think people randomly catch commercials of course do I think that it is massively

overpriced attention yes I do why is billboard pricing globally in the world up 12% when every single person here when on the bus or in a taxi or not the primary driver is looking at their telephone can you tell me with any [ __ ] common sense that Impressions on Billboard are more valuable today than they were 10 years ago absolutely not it's the same reason I love Super Bowl commercials real quick on the flip side I think the Super Bowl commercial May the single most underpriced asset in the world of attention period in the US I think it was5 or $6 million for a spot this year I've recommended ABI and mandes and Pepsi and all my clients to spend as much as 25 million on a spot because every single person in America watches it everybody whether they watch on YouTube before or they watch it when it airs now the creative a lot of times people are doing things for the sake of winning instead of the sake of selling stuff but that's a whole different conversation and really honestly I don't even have a lot of passion about that because I do think it's subjective and actually I'm sorry I got off this tangent I want to go back because I think this is the part that made my creatives finally like me which has been a relief if you're a team of ecd and a CD and an ACD and you got a client strategist and you got an account person that thinks they know what the deal is and everybody's jamming I just love the idea of being able to be in a place where if you've got an idea for Trident gum right that all four of you can see the day of life of your story you can run it at scale on Facebook you can get feedback from actual consumers not focus groups where we put them in weird rooms and show them animatronics or whatever the [ __ ] you call it and every was like yeah real good it's I mean it makes no like every time I look at this stuff I I really you know again maybe I'm too foreign Maybe I'm Wrong which is very possible I've been that before but these things my first you know what let's go back to this story and then I'll keep jumping this is how I roll my first meeting first one ever first one start the company we land Campbell soup I'm going to put them on Facebook they're like What's Facebook I'm like this is perfect this is my world I go into my first meeting it's a V8 juice you guys have V8 here good V8 [ __ ] juice meeting I sit down all it's an IMC or something like all the [ __ ] you know agency partners right I sit down I'm super pumped I promise myself I'm going to shut up with which is rare for me I need to learn I need to shut my [ __ ] mouth I'm going to listen and learn so I don't say a goddamn thing and here we go first comes up the PR Company it's just a recap great news we got 987 trillion impressions for you last month because they got you know a mention on Huffington Post seventh page in bottom lefthand corner but you know they gave the credit for the entire monthly reach of huffpo. com for their metrics so that started off tough but you know 800 trillion Impressions everybody claps then somebody comes up I whether it was the creative shop or somebody else they did something they showed some creative and they go great news Miller Brown I never heard that word before Millard Brown says it's the greatest [ __ ] that ever happened yay everybody claps right the activation agency comes up goes great news we went to the NCAA tournament and we gave out a bunch of [ __ ] soup and we got 700 drillion people to try it I'm like I I'm like this is an amazing world somehow they figured out how many people actually tried the soup by giving out samples yet every event I've ever given to all the [ __ ] samples are on the ground but cool unbelievable 7 million people tried [ __ ] V8 soup great now I'm getting antsy because this is why I failed everything in school and why what I basically just went to the last page which said the business is down 19% so finally four different people present the digital shop comes up and honestly you know what's funny I will take a as much as I just railed on television commercials if you call it that I will take a TV commercial over 90% of the [ __ ] digital [ __ ] that people sell pre-roll Banner takeover stuff that nobody wants I would call those Impressions that are negatives you know people I mean when are we going to start by the way real quick just as a side note as a tibbit can we start debating the value of an impression why is everybody predicate on the impression like you know Impressions can be bad like awareness everybody knew who Hitler was that wasn't good like Impressions can be bad like I will never buy a Samsung product because they kept doing popup banner ads on espn. com that annoyed me so much and by the way you guys know this on mobile devices those little X's are small and our thumbs are big so those 100 Impressions that I by accident clicked into seven times back at group M everyone's like yeah 7% meanwhile I will never buy a Samsung I SW I mean literally the seventh time I called my wife I said I swear when I die you can remarry you can

do whatever the [ __ ] you want but nobody in his family While I'm Alive buys Samsung it's true so I finally rais my hand to the Campbell meeting I go listen I look I come from entrepreneur land I come from running my own businesses I'm missing something I know this is billion- dollar companies I don't want to deploy my hundred million doll business mentality but I've got to ask I've just sat through this meeting and I know I'm going to and I was very look I'm self aware like I was like look I know this is going to be like who the [ __ ] is this guy and what the [ __ ] right but I was like I have to ask cuz I have to learn how can we have such a compelling meeting for 45 minutes where everybody did everything right and why is the business down 19% and no joke this is my first Corporate America meeting advertising Big Brand meeting everybody looks at and goes yeah [ __ ] confusing and I was like holy [ __ ] I literally said I said could we debate the metrics that you guys score on and then that was it that was the beginning of a six-year period where I've come to realize you can't you know once the organization decides to accept Ace testing do you guys know about this Ace testing thing I don't know my ABI client does that they make a commercial and then they have to run it through an ace test which is the like something out of a 1927 like sci-fi movie and that justifies what sees television or this am I know I'm saying it wrong what is it animatic I'm sorry yeah pictures that people I like just stuff that makes no sense and so I don't know I'm confused but not confused meaning there's a reason you know uh because I spend a lot of time in startup land I would tell Dove and Johnson clients I'm like hey you got to look out for method Honest Company these things are happening and they would laugh them out when Dollar Shave Club's video bless you went viral I think that's like television that's a lot of video views I called Gillette people because I was very friendly with the former CEO and said you got to take a look at this they literally this is not a joke they literally laughed me off the call and now of course there's the Gillette shave club right there's I don't understand why we look at the marketing behaviors of an Airbnb or an Uber or all these startups that really go from zero to 300 $800 $900 million dollar in sales and they act one way and then we all sit on pieces of businesses that act a different way and they continue to decline I mean they're all declining like and they're and you know everybody's like how and it's the same thing that happens in American politics like I kept making videos I'm like Obama's going to win because he did surgical digital Market marketing and everyone's like no and then he won and now everyone's like Trump how did this happen we never like because he actually went to where people's attention is it's just attention my friends the only thing you're in here the only business you're in here is attention and then your part starts right and then is your story is your copy is your art compelling enough to sell but my creatives are happy with me because we have a process now where we do four to seven commercials for a client test them at scale and then whatever wins you know the person that actually wants to buy stuff reacts to that gets to see the light of day but can you imagine what's happened in our four walls for the creatives that have worked in shops like this for the last 10 years to actually have their ideas see the day of light because we have also built an internal production house we drive down the costs there's a way to make you know a $400,000 video for $190,000 you hack at it you find the inefficiencies in what the Market's done and all of a sudden when you do that convince a client to spend media efficiently there's a couple dollars left over for creative and all of a sudden you've got all four stories and then interesting things happen for example we ran a piece of content that starred African-American families and then targeted African-American families on Facebook and a remarkable thing happened it worked you know in the US there's a show there's a channel called bet African-Americans watch more of that because they star at it we run asian-americans on certain stuff and they watch it because when you see yourself within the creative it works and on television everything's vanilla because you have to make it for everybody and then every slogan is like just do it or for the good of it or yeah everything's [ __ ] vanilla like I couldn't imag as I've gotten to know you guys better this is the only world you should give a [ __ ] about this is the world that gives you the opportunity to do you instead of complete vanilla blunt wide objects that

strip all the [ __ ] that you have in your heart so I don't know I think the Golden Era of creative is coming and I think it's going to come in the form of Facebook and it makes me laugh because all my creatives that have been doing it for 12 to 20 years poooo it and think it's [ __ ] and think it's third tier and [ __ ] Bush League because they don't know what the [ __ ] they're talking about that's why and so I don't know it's gonna be fun to watch over the next 10 years I know this I know that uh I know that we've never seen the friction between big Brands and their media buying agencies like we've seen over the last three years because they're starting to wake up and realize the two biggest margin areas for media buying agencies are television and programmatic AD buying and ironically that's the only [ __ ] thing that they tell them to do I know that and I know that that's going to change where dollars get allocated and how they're going to get allocated and I know that uh we have a whole generation of people that are not going to be rewarded for doing the thing that doesn't get them fired so I'm religious about attention I couldn't imagine selling something to an 18-year-old in America and not spending 80% of my money on Snapchat creative why they don't spend another minute anywhere else why in the world and I don't give a [ __ ] where your reports say or what you grew up with the market is the market and I'm telling you especially if you love advertising please go study what happened from 1955 to 1965 in the US market I can speak for I'm not quite as sure here of the timing or if that's exactly what happened but I'm sure it is because when the collective of our society's attention shifts platforms Carnage and opportunity happen at the same time the four biggest beer brands in America all collapsed because they were romantic about radio because there was creatives at the shops that loved writing copy for radio and didn't give a [ __ ] about this 30 second video [ __ ] on this black and white thing that nobody's going to watch that's why that's exactly what's happening right now and here's the punchline I'll go into Q& A and please go into any detail I didn't talk a lot about social but if you want to talk about musically or anchor or SnapChat or whatever you'd like to talk about um it was romance that put everybody out of business and the thing that bothers me about romance is it lacks practicality I hate when I go and speak at these companies or agencies and they go he's a disruptor and he he's a real disruptor here he is Gary and I get up there and I'm like I'm not a [ __ ] disruptor I'm the most practical [ __ ] guy in this room you know what I think's disruptive trying to sell a 25-year-old in 2016 something through a [ __ ] television commercial that's disruptive that's [ __ ] insanity and you know what bothers me the most and I'll end with this you know this when you walk out of this [ __ ] Hall you know this it's what you do every [ __ ] day as a normal human it's what your parents are doing every day you see it right in your face but because this is what you do for a living you trick yourself when you walk through these doors that's wrong it just is it just is thank you what's your my man what's the average so over the last uh so the average age of Vayner media so we're 650 people I would say the average age is probably 28 and only in the last 150 employees did we even hire anybody over 35 because so there's a couple advantages I don't run on any margin right like that helps me do good work for I can make $400,000 videos for a buck 80 because I don't run any margin the reason just to get to the real punch that with you guys I think you might find it fascinating is I want to build a private Equity business on top of my agency so I want to still buy the New York Jets I just don't want to open up 4,000 liquor stores my belief is that we all of us in advertising that I guess it's O be the 50% of my money I'm wasting I truly in my heart think it's 90% now and in that Arbitrage I think I can buy Brands and Market them the right way and make a lot of money so if you know 3G is the private Equity Firm that bought ABI and bought Hind and bought I want to build the reverse of that what they're good at is they buy a business and they strip it like they bought Burger King and they had like 1,400 employees and now they have 30 like they do that kind of [ __ ] they print on both sides of the paper the co flyes [ __ ] coach middle seat you know that's what they do cool and I [ __ ] as an immigrant I respect the [ __ ] out of it my whole career has been predicated on growing businesses so we're young because I couldn't afford to pay any I mean you know we when you we've grown a lot from we did $3

million 48 months ago you can't afford this kind of Talent on that kind of you know Topline Revenue over the last 15 18 months we've started being able to afford people and uh it's been super interesting and uh and it's gotten older but the truth is we just hired our first Chief creative officer right he started literally nine days ago he was at chrisan importer for six years I spent six months trying to find the person that and this was the order of What mattered to me first emotional intelligence when I tell you that I don't respect Talent it would upset you it's stunning when I run my business how secondary pure talent is to people skills this notion that some creative is so [ __ ] special that they can be a douchebag and [ __ ] up the entire place is the stupidest [ __ ] I've ever heard in my life and I'm very unpopular in techland I did it again at South by where I was like [ __ ] Steve Jobs I don't want to run an IND a business where being mean brings the best out of I don't give a [ __ ] if you're a creative genius [ __ ] act like a normal person you [ __ ] so first I was I'm always scared of that and I think that's what we have unbelievable my C cioo but he's really our CEO my brother's my CEO partner but James Orsini he was the CFO and CEO of uh of Sachi and sa for and he's been in that ecosystem for 25 years when he came and saw our voluntary turnover rate he was like what are you doing because you know he knew our salaries were in line it wasn't anything like that I'm like what we're doing is we're an HR driven organization because I believe continuity trumps everything continuity you know it's just like sports a team that stays together usually beats a team with superstars that were put together for one season and I believe that and I love continuity at vayer we have enormous continuity already for a young company and I want to keep it forever because I give a [ __ ] rice is now living in London like she's going to be part of the London team because four years ago when she started working for me I'm like what do you want she's like I want to be in London one I'm like cool where were go there you'll go there and then I did it like you like and by the way I don't care if you're driven by money or by work life balance or by creative output I individually at 650 care about what you care about and I also know when you get married you're going to care about different [ __ ] you know so we are an HR driven organization I needed to find a CCO that understood that so that was a challenge when you know especially when you're looking from and I was looking for somebody from a world like this because I wanted to taste what a seasoned veteran from a wien from a crisen you know from looked like you know what did that feel like internally number two uh you know I wanted somebody who was religious about attention and not the platform he or she was storytelling on the level of romance in this industry of which platform you're storytelling on is laughable at best and insane at worst like really like you'd really rather have it on [ __ ] BBC during [ __ ] a segment than have 50 times more people in the world see it really like why because you were told that because that's what's rewarded in the current moment the problem is what pisses me off is I have so much compassion for everybody you guys are young like you really think the industry is going to reward that in seven to 10 years you think as the Ubers and the airbnbs become the MasterCards and the Proctor and gambles that they're going to want your talent when you were that religious and like so I sit on panels with all these Hot Shot young creatives I'm like dude you're [ __ ] you're on the record you're [ __ ] like you're dead like what are you [ __ ] doing right so um so we're young but quickly growing older cliche right but it to me it's really not an age thing truly because I was stunned by how much Steve Babcock's religion was about wherever I think if you find the purest form creative that has more practical business DNA than just somebody who just wants to get their nut off there's just so many creatives that just want to get it done because TV's where the budget is right now and they always wanted to blow up a rock so like [ __ ] it that's where I want to be if you're religious about getting your story out to the world and you actually have any practitioners ship understanding of what's happening right now there's no debate for that person so we're getting older but that doesn't scare me because I'll be honest with you I can think of three to four strategy creative you know people in the organization that are let's call it 40 and above who I think are more in tune to what's actually going on than a lot of my 26 year olds still grew up wanting to be on ad ages top we one of my kids ran up to me like we made GE we do ge's been a Brand that's gotten a lot of credit for a lot of the work that we've done in the last five years he's like we made an ad A's top 10 hit list and I'm like the [ __ ] is that you know like he's like I've always wanted to be on it and I was pumped for him because I grew up wanting to be in the wine spectator and I have empathy like if this is your craft if this is what you always knew if your dad and mom did this I don't want to destroy

that I just want people to understand it's dangerous to be the quickest way to go out of business is to be romantic about how you make your money it's the quickest way and we're you know listen guys I wish just I think get to tell the full story I built Wine Library on Direct Mail outdoor radio te local television full page ads in the New York Times a Wall Street Journal I wish that marketing didn't change I had it figured out I have 1. 2 million followers on Twitter do you know how sad I am that Twitter's [ __ ] losing attention [ __ ] worked seven years answering all you [ __ ] questions and I [ __ ] like I'm pissed but it doesn't change the fact that that's what's happening and so if I have to stay up till 3 in the morning to figure out how musically works because 60 million people are using it monthly from Zero 7 months ago and if I want to sell a 16-year-old something I need to know just need to know my man what's your name Scott 100% yeah I mean I will literally walk back in here four years from now and be like you guys are doing Facebook you [ __ ] idiots 100% absolutely it's why I've been such a big advocate of Facebook because out of all the people I've ever met in my life forget about in business in my life I truly believe that Mark Zuckerberg understands EQ more than any it's so funny because he's the movie really did a number for him in a good way they made him see like the whole story he built Facebook for a girl Hollywood's so [ __ ] interesting anyway he he's his emotional intelligence is so extreme it's how we became friends back then it's how I got in because he was able to tell well this guy gets it like in a way that like you know he um the reason the algorithm was so brilliant is the only thing zux gives a [ __ ] about is attention it's why I bought Instagram oh this is good Pierce Morgan is a London guy good I was on CNN the day Facebook bought Instagram for a billion dollar because six months earlier newscore but another one they had the daily remember the daily I did a show on The Daily once a week about business stuff and Tech stuff I had a prediction show at the end of the year and I predicted that Facebook would buy Instagram so four months later they buy it and I get to be on CNN with piers and talk about it and I go that they stole it and I don't know if you remember this is two years ago they Instagram was 551 days old and they spent a billion dollars on it people lost their [ __ ] like a lot of people in America and the world didn't even know what Instagram was yet and a billion dollars is a lot of money and it was two years ago compared to today it's just the way the world works and I go on the show and I go he stole it I get out of the studio and there's thousands of people saying I'm an idiot on Twitter I saved every one of them when WhatsApp was bought for $18 billion I ironically went on vacation t and Kos with my wife and the first day I laid on the beach pulled up all those tweets and replied to every single person on Twitter and said now what [ __ ] but the reason I predicted that Zuck bought Instagram and the reason Mark Zuckerberg think about this guys Mark tried to buy Snapchat for $3 billion 18 months ago the one thing he understands better than anybody executing right now is attention is the only asset and so he keeps trying to buy the thing that will Arbitrage him out if Facebook did not own Instagram today there'd be a lot more friction and tension about its Health but because they have another 5 years behind that and if they [ __ ] had Snapchat [ __ ] forget it right and I think Evan had the benefit of being rich so he didn't sell and two he had good intuition and he believes in attention too if you look at the way the products built on both of those fronts this is what I yelled about Twitter in 2011 I'm like change the fire hose people's attention's going to go away create an algorithm these algorithms work because they keep us on it there's a reason Google created a promotion tab on Gmail the data was going in the wrong direction because we'd ruined email so yes I do think that we me I mean I spent every minute trying to ruin Snapchat and musically like yes I do I think that's what happens unless these platforms are smart enough to create different ad units that don't steal our time or don't push stuff we don't want Facebook wins because their data is so insane that I believe that if advertisers actually got their [ __ ] together we could save our industry because I actually want rot beer and liono Richie and New York Jet Jets ads in my Facebook and re what's really interesting is Facebook's trying to figure this out so many of the media buying companies are such douchebags they want to buy Facebook in TV like Behavior instead of what they should be doing which is creating 25 different cohorts then giving it to you and now if you're know that you're going after a single mom with three kids that all like basketball that live in Ireland well you

think about what you're going to make creatively versus if you're going after moms think about that think about the creative freedom and volume of different stories we could tell think about when I just did that for you versus going moms what your where your head went how many more things you could be doing the kind of stories you could be telling so yes I do but I do think at least Mark as such a young CEO of such a big company will be doing behavior for a long time that may educate future platforms and it'll be interesting to see where it shifts but absolutely I do not think social is on a pedestal if I was here in 2000 I'd be like guys this Google AdWords thing search right to me I'm never I'm always trying to put myself out of business every day I'm always every day waking up and saying is this in it's why I'm heavily after Twitter was what built me it's where I came from for this world it's been the thing that I've been railing on the most for the last 12 months even though those are my best friends even though I've made millions of dollars on it even though I'm sitting on millions of dollars in stock my reputation of being right is the only asset and I think it's completely [ __ ] broken my man what's your name will you do you own media plany and how important you think it is that those two are cretive and media buying together we do we think that you know as I'm getting more educated about this industry I realized oh wow this is how they used to do it back in the day I think that's right and in our world when you're making 26 different segmentations and 26 different creative stories we have to sit together my teams were we and it's funny in a world of OMD and group M and starcom we've chipped away and have won Quaker just gave us the social media buying duties even though OMD is the global agency because we're just able to in any bake off of something that shows a quantifiable sale including [ __ ] metrics like Impressions and clickthrough like marketing jar we win every time because the creative is the variable right and so you guys are at the mercy of some big buying you don't it's crazy to do it that way it happened because in 1991 Martin sell realized he could make more margin by stop separating this [ __ ] I mean like this is what pisses me off this stuff is I knew nothing it took takes me 20 [ __ ] minutes as a common sense businessman to figure out why this [ __ ] happens and then everybody goes award-winning work sells product that's my favorite by the way I'm sure that gets said here too and definitely gets said in can 5,000 times award-winning work sells product you mean the studies that were commissioned by neel's and by creative shops 25 years ago to justify creative I mean like where does everybody like why is everybody so confused so yes we absolutely do the buying when we can some places we can't do it because we're boxed out by the a media buying company but what's great is we'd rather lose the business and continue to push against it to prove it to them eventually willing our ways to an AB test which I don't know miraculously we're like 20 for 20 because when two human beings are sitting next to each other and one's saying okay this is going to go to 23 to 27 year old females who are fans of berbery and who've commonly gone to bergd Door Goodman the creative has a little bit of an advantage over the other people that are going 18 to 60-year-old females go I mean yeah so yes we think that that's going to happen we think I think that will happen to you guys over the next 10 years because there'll be no options you'll be forced to I don't know if you guys are owned by a holding company or not you're independent so you'll be you'll build out that principle or merge with somebody it's just going to be important as dollar you look people going to follow dollars are going to shift over time and again I actually think there's a huge pot of money in just programmatic Banner funny thing is ironically especially given the energy I came in with I'm not trying to convince most of my clients to stop doing television I think that's a Golden Goose that most people are too romantic about I'll let that play itself out I'm actually chipping away at Banner programmatic because that [ __ ] they don't like and it's a it's so crazy I mean when's the last time I somebody here click the banner ad I mean there's amazing case studies of people not even seeing banner ads like being blind to it now left sides of websites a lot of uxui designers I don't know if they're in here are like designing the most least least important thing on the left side of a website because they know that we've become literally blind to that spot on the right side or left side depending uh on the market because that's where the ads were like literally the Facebook generation the 33 year olds kind of right now 27 to 33 literally can't see the right side of a website because that's where the Facebook ads were for the five years they were there every day literally can't recall cannot recall yes sir what's your name Rob what's your tip for the next uh biggest

thing talks about Snapchat what's next you know what's funny I also always Lally push against this the way my Brand's position in the little circles that know who I am I don't predict you know I uh I don't know what you invest in you invest um so there's four companies I'm keep so here's my process I've been watching Snapchat for three and a half years I got vocal about it two and a half years ago this last holiday season December January I got very loud because I felt it went normal meaning I now do feel based on the metrics I see that we've tipped over and 30 and 40 and 50 year olds will be on Snapchat in the next 12 to 24 months the four platforms that I'm paying attention to are all very different so I'm looking at Peach because Dom Hoffman is a very good product guy but Peach is [ __ ] 41 days old like it can't even begin to be meaningful for a year and I actually am not very crazy excited about it anchor is like a voice Twitter I don't know if you've seen anchor super interesting to me I've always wanted it because a lot of thoughts sometimes like I've always thought voice Twitter was real uh so this is the closest thing I've seen to voice Twitter it's called anchor uh I'm watching that um musically is the first platform I've seen that has the true potential to be the next Snapchat if you don't know what musically is you should definitely downlo download it it's very interesting based in China um but it's exploded in the US and the UK and other markets if you go into your what who's Apple here versus Android Apple just do me one favor you'll be so much smarter for doing it every morning open up the free app top 150 apps and look at the charts it's pure data of where people's attention is and you'll go there you'll see musically is ahead of Twitter for the last 30 days and then you'll say what's that and then you'll download it and then you'll consume it then you'll have ideas it's a good idea so musically is super interesting um musically anchor Peach after school is interesting to me it's like starting to explode in the US you can only get into it with a high school ID so it reminds me a lot of Facebook where you could only get in with a so that's gotten some traction so I'm paying attention so I watch things the thing that I do well though and where I've been able to make my reputation is back to not being a disruptor I'm practical when I I'm able to invest in things when they've already won yet the market hasn't accepted them so when vine popped what I did was I just didn't go to sleep until 3 o'clock in the morning for a month because I'm busy but every night from Midnight to 3 o'clock in the morning I literally looked at everything people I listen with my eyes I just looked at everything that people were doing and I created an account and I started playing and so I think the key to a lot of this is do you know how many of you have an opinion on Snapchat and Snapchat advertising and don't use it that to me is a problem like you know many meetings I've been in with creative shops and digital shops and they say something about Facebook that isn't true like that isn't true that so my big advantages are that I'm an actual practitioner versus a headline reader you as somebody who's really deeply in it every day on digit day and AD age and PR week and AD week every day there are multiple headlines and articles that are inaccurate or that there's quotes from people that had vested financial interest for that thing not to happen so I'm an investor in mircat and wrote a huge check I think it's dead like my vested interest is predicated on being right so that you guys invite me back to sit here again so I think that people are very shortsighted and it's fine when the market doesn't change for 20 or 30 years you can be a political animal and ride your career the problem is this Market isn't that nothing that is important existed 11 years ago not the smartphone not YouTube not Facebook not Twitter not Instagram not nothing and nobody here retires in 12 years the [ __ ] do you think's gonna happen like this is my point to a lot of the youngsters that come in I'm like let me tell you what I'm referring to because I'm not being very Frank with you I sit on panels in all these fancy [ __ ] places now a Anda IR [ __ ] can right and I listen to people and I get to know them because we have a we you know we're in the green room together for a coffe for an hour before the panel and then eventually you're out at the [ __ ] Facebook party and you see that person you get a drink and it's blown me away how many of these people when you get a couple of cocktails into them say to me things like Gary you're right and I'm like cool I'm like here's the part that bothers me the most I'm like you're so young like all you just stood in front of the entire industry all that video is being recorded and in seven years when you're trying to get a job at some other place that now is built on this thing they're going to be like well this guy's a [ __ ] idiot I'm like why are you doing that how many

of you saw the big short the movie raise your hands I'm just curious I swear to God when I watched that movie I was like holy [ __ ] this is the advertising industry everybody knows it and everybody's in on it and I'm not mad really I'm really not like even though it comes with a lot of angst like people are doing what's right for themselves I get it I'm disappointed because I wish I could tell everybody how this plays out because when markets change the rules change and then when you thought you were doing the safe thing for yourself you were actually doing the dangerous thing any other questions yeah Samsung but so he's clearly kind of doubling down on the whole VR thing is being for the future of Facebook like VR is 100% not 99 the next platform the problem is it's much further away than a lot of these Tech nerds think so what I learned with the internet VR is internet 1991 so I'm investing heavy in VR only B2B of the companies that I think will get bought by Google Apple Samsung and Facebook consumer VR is not even close you know like we couldn't even get ourselves to wear Google glasses we're going to go to VR I think VR hits critical mass when it goes to contact lenses and it's a good 10 12 15 years from we'll start gaming movies everybody in here in five years will probably put on a VR set and watch a movie everybody in here in five to seven years will play a video game in VR but the thought that VR is as close as people think it is it's not on the consumer level because people are grossly underestimating what makes the fashion industry tick and how consumer Behavior actually works it takes time it takes from an anthropology standpoint we're further away than we think but it will happen because here's why I think it's going to happen I uh I very young in my age realized holy [ __ ] I am a focused group of one like everybody else but I'm such a constant salesman and was built that way from such a young age there's something that I am that I don't really even give a [ __ ] about my own opinions I just try to map what is in this like weird spot in my stomach it blew me away when I did VR for the first time not too long ago the real VR that's coming kind of some of the preview [ __ ] I took the headset off after an hour now mind you I want to give you a little context nobody loves people more than me you could be tied with me but I love human interaction it's so funny social media when that was being debated I'm like that's a gateway drug to actual communication I love this you know like love it I took the headset off and I was and literally subconsciously which is the part that kind of took me a back I took it off and said why would anybody ever take this off and it [ __ ] with me it still kind of [ __ ] with me because I was like [ __ ] if that was my purest reaction to myself the whole thought of like what's real life and what's not feels very real because if you really think about it if you really go look at a 15 17 19 year old is the life that they're living in their phone more or less real than the life they're living out here so there's some crazy ass [ __ ] coming I think he's betting cuz bets long term he could afford to but I'm not expecting all of us sitting at home being actually here right now anytime soon but we'll all see it I think sound I don't no I don't I'll tell you why I don't judge humans we have a good track record you know I think human beings are the most underrated brand in the world I think that if we took your great great grandfather pulled him up revived him made him fresh and sat him here and let him watch everything we do he'd be really [ __ ] sad right I think that if you take Generations I mean there was a time only 40 years ago that people felt that Elvis shaking his hips was the devil you know like I think it's Evolution and so I actually I'm actually very happy about technology let me explain the cliche current version of sad is the following you go out with your partner and you go to a restaurant and you see a couple sitting there having dinner and both of them are on the phone the whole time and you judge because we love to judge don't we and you look at somebody you go that's sad look at those two they [ __ ] on a phone the whole time that's sad I see the following most of looking around the room most of you old enough to remember going to the restaurant 10 years ago and seeing a couple that sat across from each other and didn't say a [ __ ] word to each other the entire dinner so what I see is that same couple 10 years later and I'm happy for them because unlike I am I'm being dead

serious unlike 10 years ago where they had to sit like this and [ __ ] be miserable now they have options to be happy at least I really don't I don't think it's sad I think people take the half glass empty point of view on a lot of these issues if you look at data of a average 14-year-old girl in America she now claims to have many more friends than she did just 10 years ago because if you're an introverted or kind of a little bit different 14-year-old girl in America 12 15 years ago probably all over the world and the Serendipity of the high school that you're in didn't give you the [ __ ] luck of having another friend or two that had those interests you were isolated but now you have unlimited options through your phone or through twitch and video games like there's a lot of healthy things that are happening and so maybe I'm an optimist but the reason I'm not scared or sad is because we've proven for a very long time to adapt evolution is real we're going to become robots you can people can think it's sad I get it you know it's different but uh a lot of people think that interracial marriages are sad the way girls dress are sad I mean there's a lot of things that are sad men aren't men anymore the great generation we're tough we're metrosexual you know so I think a lot of things are judged I'm not I don't judge the way we communicate we've evolved go read what we wrote about the telephone and the television and video games and cell phones Evolution baby yes I know you don't prict but do you think that in the future that people you know that classic form of um being together with somebody like a male and female will be completely wrong but because you have all this technology that I'd be lying if I it's tiring isn't it to be there's a lot of there's a it's if you want to go really like up there there's a couple things that I think are really interesting that are going to change our relationships number one I think that it's hard to hide so I've there's a female researcher ATM that really blew my mind about the notion of marriage being built on the shadows of society her thesis I can't remember her name I want to give it to you guys her thesis was the reason marriage was able to be executed was there was a lot of secrecy and if you look at like her theory on like 1920s 30s 40s 50 Housewives just looking the other way and then Evolution as women became more equals of just cheating but not being exposed hiding and as we go into a world where just hard to hide like completely and everything's being documented as privacy goes less and less away what happens to that I think back to VR there's some incredible thinking around what's going to happen with VR porn that I think is it's just true they're the fastest innovators in the space VR makes your brain think that you're 99% there what happens for men with porn that think it's 99% real in a VR environment so I think look I think back to your thing I think for us to think that shit's not going to change and aggressively with very different Technologies yeah I think a lot of things are going to change but I would also tell you and again maybe predicate on the optimism I think the more that the more we expose the Shadows the that we may not see it because it takes a long time but if you think about I I'll actually give you an focus group of one as I started getting internet Fame and realizing more of my [ __ ] was going to be out there and I took selfies on the way here the people in the street like I've lived a different way like it's interesting how freeing it can be if you kind of I no joke as a real funny like where I'm trying to get to I literally live my life at this point as if it's on the record 247 I'm conditioning myself for knowing that all of you are going to wear contact lenses in 10 years and you could be streaming that or recording it like this is real like you can wish how it's not going to be but these things are coming and so I don't know exactly how to answer your question of like what's going to happen but I definitely think there's going to be friction like I think the way things are now are being challenged not just in television ads versus Facebook stream versus Snapchat but in like all so social norms and you know it's just a different world man gotta one more my man how are you yeah obviously a l change a lot of are going to change as about EQ a little my thank you for knowing that yeah one thing I didn't touch on that I appreciate you alluding to I'm and I think this is been a very big reason we were able to grow Vayner media and um and I think as you get bigger it gets harder and just in

general you know for people that know a little bit about me I being an immigrant I don't think I have all that many talents but what I definitely know more than anything is that hard work is an absolute variable I think that way too many people this whole notion of well Gary I work smart and that somehow substitutes working hard is really quite silly and I think it breeds itself into talented organizations like this and startups where one thinks their talent can Trump somebody outworking them I think for example creative is subjective delivering something on time is not you know and so these are things that we kind of think a whole lot about and I think no question in a world where a lot of stuff's being commoditized because of the scale of the infrastructure of society that hard work is a stunning variable but it's only hustle to what you actually want to happen in your life so the cliche way I talk about it is I work 15 and 17 hours a day because I have these business Ambitions but I would argue I had a very telling meeting the other day where I have a friend who's made over a hundred million do and he's sitting there and he's crying and complaining to me that he doesn't spend enough time with his family and I was like literally I had no love for him he's a real good friend I'm like [ __ ] you I'm like you have nothing but money like that is you're not doing it for that you're being selfish you want to spend more time with your family so hustle can come in a lot of forms like you know it depends on what you want to deploy it but if you want to be great at your craft what you do professionally to even begin to think in today's environment that you can pull that off at an eight hour day is laughable it's just not real and so I'm a very very big believer in hard work because I think it's the differentiation from uh in the marketplace because if Talent was enough all the number one draft pick and all these sports leagues and they would win all these different artists that have music Talent would win hustle I think is the backbone of how we built what we built um it was funny as we started hiring older people you know I'm busy so I'd have meetings at 8 or 900 p. m. at the office like that's when I could meet them um and it was I knew I was on to something as I was starting to hire more senior people because every one of them were on the floor stunned how many [ __ ] people were at interm media at 8:30 at night working and they would always comment on like holy [ __ ] huh and the truth is and this is not a joke I do feel like our hustle at 650 and 100 million and a little bit of love finally is coming down a little bit success you know absolutely pushes against hustle um and so one of the reasons I'm doing my daily Vlog and documenting it is to remind all these [ __ ] that hard work is a factor so thank you guys for having me you