# Gary Vaynerchuk Interview with Joe Polish

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=Y7t1N3YZyC4
- **Дата:** 10.04.2015
- **Длительность:** 1:08:25
- **Просмотры:** 49,255
- **Источник:** https://ekstraktznaniy.ru/video/19658

## Описание

--
Gary Vaynerchuk builds businesses. Fresh out of college he took his family wine business and grew it from a $3M to a $60M business in just five years. Now he runs VaynerMedia, one of the world's hottest digital agencies. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding VaynerRSE, a $25M angel fund.

The #AskGaryVee Show is Gary's way of providing as much value value as possible by taking your questions about social media, entrepreneurship, startups, and family businesses and giving you his answers based on a lifetime of building successful, multi-million dollar companies.

Gary is also a prolific public speaker, delivering keynotes at events like Le Web, and SXSW, which you can watch right here on this channel.

Find Gary here:

Website: http://garyvaynerchuk.com
Wine Library: http://winelibrary.com
Facebook: http://facebook.com/gary
Twitter: http://twitte

## Транскрипт

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

hey there Joe polish here I'm here with my good friend Mr Gary vaynerchuk what's up man what's up brother you know not a lot you got a book tour going on and you're in Phoenix Arizona my headquarters here be here Ponto marketing so uh you're kind of a big deal I mean you're on the uh cover Inc magazine here yeah and you've got a new uh New York time bestseller uh jab jab right hook okay which is awesome everyone needs to get this book we'll talk a little bit about this and uh you travel the world so people that uh do not know who you are and what you do how would you describe yourself if you were forced toing like an airplane fun it's funny you said airplane not that you were saying it as somebody talking to you in a seat I actually started struggling a little while ago with the passport you know you have to say occupation and when I segue from just doing the wine business and I'll get into that in just a second you know I was like do you remember when entrepreneur was a bad word do you remember 10 years ago or 15 years ago if you said an entrepreneur that actually meant you were like kind of a loser with an idea right it's crazy and now I'm proudly and easily can say entrepreneur even though it's something I've always wanted to say yeah you know I'm a guy who was born in the former Soviet Union came here when I was three years old uh grew up at a very immigrant lifestyle My dad became a stock boy and eventually owned a small liquor store lived the American dream I was very entrepreneurial lemonade stands baseball cards really gifted at it I was making two2 to $3,000 a weekend when I was 13 selling baseball cards which you know is insane and then when I was 14 15 I was dragged into the liquor store fell in love with the thought of collecting wine because it was similar to collecting sports cards when I was 16 17 because I had a lot of heart to join my family business but I hated selling beer and liquor at cost which is what we did right uh but the wine thing was interesting jumped in didn't grow up techie didn't even own a computer until I was 19 realized this internet thing was going to matter launched wine library. com in 1996 and that became the backbone of me launching a business that Grew From 33 to $60 million in sales in 2006 my career took a weird turn I started a show on YouTube nine months after it launched called Wine Library TV where I reviewed wine in front of a camera like this if you're very cozy in this environment that made me internet famous I was using Facebook and Twitter to build that show these were things that nobody thought about in ' 0607 I started talking at conventions marketing events that led to me writing a book called crushit that went quite viral and started the segue of me becoming a businessman in 2009 I started a company called Vayner media with my brother AJ we're a strategy and creative shop for Fortune 500 companies in last two years we've grown from 20 to 300 employees so it's become a big deal and so you know did a lot of Angel Investing Facebook Twitter Tumblr Uber um so it's been going well so is your game now more of just an investor or in a consulting company a Medan right now I'm like hardcore core dirty fingers you know dirt under my fingers I'm a CEO of an agency it's very non-g Glam I'm playing a long game it'll get more Glam as I start showing more layers to it through the years but right now I'm the CEO of the fastest growing social digital agency in America which I'm proud of but it's client services like for all the smart people there's nothing too you know brilliant about it right it's grinding client service business that said it's going to be a foundation for things I want to do in the future and that's why I'm doing it well you know there there's um you do a lot of things and get really deep in the stuff that I mean it's out there but you take it from a completely different approach I mean in your book which I read the entire thing I told you today except for 10 pages and I read as much as I could before you uh you headed out to Arizona just the last 10 pages I'm curious no no just some of the case studies that are around Tumblr and beyond that I read everything I mean Tumbl is the single most important I'm just kid no I want to show people how I do it like what I do is I'll write pages yeah I'll write Pages down I don't know if you can see that from the camera and I highlight it and what when I read books I like literally yeah you're mean I put you know I write in the things I want to model which things suck which things I don't like and the reason is you know when I read reviews on you know Amazon or whatever there's there will be someone that will say you know this book sucks or it could have been this that but when I read a book like this even if you on a scale of 1 to 10 think it's you know writing ability or whatever's you know 10 or it sucks or whatever you have studies in here and you actually show people what to do and how to do it and anyone that has a business or a cause or something to sell it would be virtually impossible for them to not take several of these templates that you have that you've laid out with exact strategies and not turn a book like this into tens of thousands some companies millions of dollars what's interesting is you're such a high level thinker that I'm curious how this book translate to someone like you because this is freaking nerdy deep like almost exhausting you know like detail oriented to the extreme but I

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

wanted to after writing two very philosophical books in crushit and thank you economy to really make a how to book I mean this is literally again on the way here from the airport to here not far we hit some traffic 20 minutes somebody tweeted did you see this Nate sorry Nate my uh you know somebody tweeted an actual results to a Facebook status update and it said this your post is 95% better than your normal status updates I've had two tweets showing actual screenshots of results from people already tangible of like driving higher engagement and awareness and that's listen for everybody that's watching right now the only thing I want if you sell crap I can't help you but what I wanted to do with this book is make sure that there are emerging platforms Facebook Twitter Tumblr Pinterest Instagram Vine in a world where email marketing open rates are down from 37 to 12% over the last seven years as a whole in email marketing I mean I've built my business on email marketing you've done plenty of email marketing yeah exactly diminishing returns ad words and Google ads are down 15% and click through right Banner ad click-through is collapsing and so all these traditional digital media ways to communicate are diminishing and there's some emerging ones and I wanted to write the textbook for that yeah and and it's so from that standpoint what I a guy like me what I'll do with this is I'll give it to every one of M employees that has anything to do with which is pretty much everyone communicating with the public just so they can learn better ways of doing it okay the other thing is I'll pick and choose which platforms I'm really me myself I'm going to engage in with versus what my company's going to engage you with and secondly it's something like the purpose of doing this video is going to go on I love marketing it's going to go to genius Network I'm getting a copy of your book for everyone in my 25k group I mean it's something that all of them uh will find valuable but it's one of those things to where um to here's the way I look at it if you're going to spend 30 minutes a week on Facebook which most people are going to spend hours on Facebook or Twitter or Tumblr or or whatever uh and you won't take a couple of hours to read a book on how to do it better it's not like the time is not there it's how you're using it and so you know I have a good sense of your community I am so aware why social media in comparison to a lot of the other things that have been around longer is less attractive because social media unlike digital media unlike email marketing banner retargeting ads SEO and sem video unlike the back of magazines unlike so many other things social media actually sucks because it's a marathon not a Sprint right it the return on the investment on this stuff takes longer it just does and I'm very aware how unattractive that was coming from my lips to a world that's looking for quicker and more efficient results who is are you know again an audience that has heart for work life balance if you can automate it it's going to be better the truth though is where I'm most worried about and why I have a lot of passion why I'm excited to be here and hoping that people that haven't seen me before or don't deeply know what I talk about or watching this or listening to this is that there's a real issue at hand the attention of our consumer the people that we Court the attention of them is dwindling in traditional platforms we're used to and is quickly being relegated to their phone as they swipe it in and a lot of the time in that swipe is on one of these 10 platforms and if you do not know how to storytelling to the table on these platforms there's going to be a cross-section over the next half decade where you will not be Rel if you're unable to communicate there yeah I totally agree and so I guess the question is what is the time allocation that a guy like you actually spends in this world because you're an extrovert pretty much I mean you're a full-blown extr I fully love everyone and so and and but you work like I mean you're a driven dude you put a lot of time and effort into it and you're also willing to I hate vacations and stuff and I that really makes me very different than everybody so I understand that well you know I most entrepr I want a link in bed you don't want to link oh yeah okay what he's referring to is I in my office I have a bedroom I don't live here that's a 1960 Lincoln that the uh the headlights turn on but you have more stuff in this and and by the way I envy this in all my this is not a joke or a Raz you have more cool St I was like look at this Spoon and Fork you have cool stuff I don't even know how to buy stuff you know what I want rare Jets jerseys what I mean by

### Segment 3 (10:00 - 15:00) [10:00]

that I don't mean rare you can't find them I mean I make custom jerseys of fifth string wide receivers from the Jets just so when I go to the jet games I can fully impose my fandom amongst all the others they all wear the normal jerseys and I'm wearing Greg Cass right like I'm wearing like Troy Davis jerseys guys that will play three games in their career just to set the tone that I'm the biggest Jets fan in the world yes when do you think you're going to buy them I mean you truly have this as a goal when do you think that's going to happen I mean I truly feel like I'm now within the 25 year window I feel like 25 years from now I will own the New York Jets I truly believe that is that one of your biggest drivers I mean it's one thing about making this goal public but like what do you do this all for I mean you certainly The Climb I love the game so much you know what's so funny I'll give you a scoop here because I like you so much I'm not even sure if I really care if I buy them or not but boy do I love the game more than anything more than stuff more than money more I love the game I love the legacy of it all I write stuff like this listen you have good context for this when we first crossed paths was when this all just started happening and I was so Allin in a world that most people didn't even know what it was yet yeah I remember you tell me about Twitter like literally when it first started saying this is going to be a big deal I mean like when it was brand new right and so that's why you know I just remember and so like you know I and for me that matters because look now you just told everybody but even forget about everybody being oh cool like he was must have been right about that you know that I care about my legacy I Want to Be Right historically because that continues to build me building blocks right if you know if I'm right for a long period of time that really matters right and so that's what I have passion for I love the game I want to keep building businesses impacting other people this is a how-to because I want email crush it meant so much to me I still get emails many a month you changed my life do you know what that feels like for a human being you changed my life well that's what I wanted to do with this is the deepest I went with it so to answer a question I mean at the end of the day for me it's about the Legacy I want to be known as one of the great Hustler entrepreneurs that wasn't full of crap that actually you know did it and did it right and was able to build actual businesses I have a lot of Pride now that I'm competing against widen and Kennedy and old V and like not like you know like real actual agency companies that I'm beating their faces in because I'm angry and that makes me happy yeah well you know getting pissed off actually is a huge driver for things huge well so um I read every single negative review of the thank you economy and crushit before I started writing this really yep it's why I went well it's you know you've said it before and people that are familiar with you know that you actually uh say that you like your critics and that you embrace them I love them and so explain that explain how you first of all I respect them like I hate everybody who gets some level of fame or notoriety and then people hate on them and they're like oh they're trolls the haters like because you've got some victory You' completely dismiss criticism right so to me I listen to it and I try to say okay I'm not doing a good enough job storytelling for this human being and then I look around and see if they like anybody else and most of the time they do there are very few people who've just decided to go all in on cynicism and that their card and there are some but there very few and far between I also recognize that I am an extrovert that the first time people consume me a lot of times is on stage where I come with fire right I curse my face off which turns off a lot of people I am angry I'm competitive I'm like you know and so there's going to be a 10 now 85% luckily for me love it and you know I have chops and so I can pull it off but there's 15% that don't enjoy it and then I spend a lot of time to make sure that they get more cont context on me I'm able to make sure 12 of that percent now likes me and there's three that's left and I listen very carefully to the fact that I'm very aware that the first time somebody tastes me right first kind of observation I'm not going to win everybody over I'm not vanilla I'm very something they're going to decide one way or the other and I want to listen and learn and evolve and I respect your referring probably to the Inc article where I talk about I love my haters or maybe not when I first saw you say that you talk about you talk the interview you did with our friend Marie folio I mean I've heard you say it in several places yeah and she was right and so like I respect my critics and I try to listen to them now it doesn't mean that I think they're right or is in the same way that I don't think the people that blindly think I'm a genius are right like I continue to critically think and try to evolve if I'm not better than I was when we first met five years ago what have you then I'm not doing my job then I'm not going to be relevant and I want to be very relevant forever so you

### Segment 4 (15:00 - 20:00) [15:00]

do you think you'll I mean in your mind when you're younger you I've had my marketing company for going on almost uh 20 years and next year it'll be 20 years I've been doing you do some sort of 20e party I'll do something I mean I don't know what crazy of course yeah it's gonna be that [ __ ] crazy so but it's you know I've been doing it for a long time and I watch you know some people that start off really strong and then they fizzle out and I've always listened to that cliche uh and took seriously be nice to the people you meet on the way up they're the same down and you run across people 10 years from today that you ran and and I think you're one of these people that really get and understand that because you're totally engaged with a shitload of people and you pay a Time price you pay the ultimate price yeah in order to do that and I think your reputation is critical in and in spite of you may rub people the wrong way and you may not everyone may not like you but if you never sell [ __ ] to people don't go out there and and promise things that you're not capable of pulling together backing up delivering upon all that I mean don't do business with scumbags that sort of stuff and I think you know one thing about you is that you really care and engage with people and that's why you're so bonded I mean people treat you like a rockstar super happy and feel really good at night when I close my eyes that anybody that has any depth of knowledge of me feels good about me that every time I get plenty of emails of people thinking about doing business with me and saying I really dug and I'm impressed like even the friends that always Zing people they liked you or they said they didn't know wow I hated him but then I liked him again my criticism only comes from my bravado because I'm equally egotistical and humble and it depends on what moment I'm in at that second right I equally I truly believe I'm better than everybody in marketing I truly do and I truly believe that I'm still just a kid that you know sucks and came from nothing and like I have the both and so it depends at one I mean if you edited what I just said you could have stopped at the best in marketing and that's what some people hear they didn't take my comment into consideration and so I get it and I respect it and all I keep doing is trying to execute I started Vayner media to remind people that one of the best reasons to listen to me is because I actually build businesses right you know I'm now on my second within two years of running it growing it by eight figures and not in information not in pure execution a retail wine shop an actual agency that goes for Fortune 500 clients I think that gives me a lot of checks in the right column yeah I mean do you um do you want a like a billion doll Corporation or is it not those sort of aspirations what I think I'm going to pull off is Building Product one day having my own water or my own bubble gum or my own shoe brand I think my place is marrying my two things which is marketing and being a retailer MH so in a world where I'm an investor in Birchbox and love those guys I wish I answered my warie Parker opportunity email I blew that one um but direct to consumer product I don't think I'm going to build a billion- dollar marketing company or B2B company I do think my play my exit that buys me the Jets will come in the B Toc space and I think it will come in the form of a product okay well let's talk about small business owners that are just uh out there trying to you know make money you know make a living for their Theirs to schol and hopefully schols like this where they actually read that teach them how to actually desperately hoping my kids will be dnf students like I was so that I can spend all my time teaching them real stuff instead of them doing their homework oh yeah no I fail I failed owning an operating a small business in a community college and I um I got a C minus in principles of marketing so the only C minus or above I ever got in my entire life was in gym that's hysterical it's pretty sad actually as a matter of fact with this whole throwback Thursday kind of meme going on social media I've been thinking about going back to my high school and seeing if they'll give me copies of my report card because I really think people think I'm joking because I've had success it's hard for them no that's what I did true F student no you should German One Hair Arts if you're watching German one I took freshman and sophomore year in my high school I got 10 grades because you got your four marking periods and your final right I got 10 grades nine fs and One D and I had to take Spanish one as a junior because if you don't pass two years of language in New Jersey in high school you can't graduate and if you're watching Senora Kennedy you saved my ass she called my mom senior year three weeks too my mom never went to parent teacher conf like she calls my mom and goes I just want you to know I'm giving your son you know a c so I actually did get a c once um for Charisma I like him but he can't even say hello in Spanish that's funny that's freaking funny so I showed you this earlier this

### Segment 5 (20:00 - 25:00) [20:00]

before we started recording this is my very first uh business card when I started a carpet and upholstery cleaning business in 1990 yes and uh there was and you mentioned no area codes yeah it said uh Superior Carpet Car serving the East Valley specializing in carpets upholstery car interrior Soul extraction cleaning and then me and a guy named Craig that actually you guys really kept it local serving the East Valley oh you weren't even no but here's the thing I went everywhere and I remember when I ran my first radio ad you know and this is where I began to despise uh image advertising uh which um you with the radio it was all over the valley so I got a couple of calls but they would be like you know 45 minute drives and things like that and I really learned about Target marketing specifically identifying who you want to go to and that sort of thing and so and I learned marketing never thinking I would do what I do today and that I would teach it to others or run conferences or any of that stuff I did it because I needed to eat I needed to survive and uh this is why I love what I write about and why I like social media is the only substitute for money but it costs you time and knowledge oh yeah so if you don't have any money you got time and energy because those are the three things you spend time money and energy you even have a chapter in here about effort which I think is towards the end which is really good so okay well talk about that I mean social networks are the only place because you've got people what social networks really are is they're the plumbing of word mouth in our society right and so you literally have the ability to take a picture put it on a social network that you only have 30 fans on and if it's right you can have 80 fans after it and to me that is very important listen the reason I gravitate so much to this is my dad gave me no money in marketing to build wine library. com I did ghetto stuff I like made printed flyers and handed them out at the store like I had a it was all hacking you know which is the term they use now but that's what it was just like kind of figuring it out I love the idea that if you're good enough with Photoshop to make an infographic and post it on Pinterest and you get the one right person to repin it you go into full virality and to me that's why I wanted to teach everybody the best step back for the small business people that are listening listen you've got your time and you've got to learn it and the problem is it takes a lot of time and and so what I tell small business people who we don't consult for my company but I do in en just through Twitter and trying to help peeps is you've got to sleep less and you've got to actually do it it's like if I wrote a book on getting muscles all this book is the same thing as an exercise book that tells you exactly with no hyperbowl how to get muscles right but you actually have to do the push-ups and the sit-ups yeah and so what they have to do is sleep less I mean this is the thing that pisses me off John I don't know if you've like people send me these long emails of like my life's over and they want to help and I'm know time but I get so I'm sappy and I'm like fine what and then I asked them a question like what time do you go to sleep 11: and I'm like you're writing me an email about the death of your life and you go to sleep at 11: 2 in the morning right like I don't have time to build this other business and I have to pay my rent or my student loans right and they and they play Xbox for an hour right like play Xbox when you're comfortable and so I think the work life balance thing is really fascinating to me and so from a small business standpoint the reason I'm painting that extreme of a picture is I think most small businesses do a lot of dumb [ __ ] that doesn't bring them value if they audit what they do and cut the bottom 25% and apply it to storytelling where customers actually now are I think they have a better chance of succeeding yeah I mean completely well going back to your point about the person I mean do you think some people are just born to just not make it some people have the juice and others don't I mean when you use that term the juice I mean you certainly are a guy who has the Dy you are charged I mean some people are batteries not included I mean what do you say about that I think that that's true and I think that everybody who's watching needs to stop complaining let me explain I don't want to complain about my workaholic a aspects I don't want to text or tweet I'm you're never going to see a tweet from me saying I'm tired this is what I've chose to do and this is what I'm executing on and so I have all these friends that are highly successful and there they're working they're really working it's not automated right but and I see them I saw a bunch of them in SF where a lot of them happen to be a couple days ago first words of the mouth I'm tired not spend enough time with my kids I'm like so spend more time with them so I equally don't want to complain of my lack of time with my kids or my or too much work or all these flights in the same way where people are like complaining that they don't have big businesses yet they have tremendous work life balance they're on the bowling team they see their kids all the time they're at the bar with their buddies all the time they've seen every College [ __ ] football game for the last 3 years I mean they've got work lifebound so

### Segment 6 (25:00 - 30:00) [25:00]

what I think is some people are more driven and I think some people are less people need to really become self-aware and not complain about the grass being greener on the other side that to me is what bothers me I don't mind listen I have friends that are I have 50 friends in the top 500 on Forbes and I've got 50 friends that I went to high school with and college with that make less than $70,000 a year and I'm telling you right now straight up mix them all together who are the 10 happiest five and five yeah totally and so you know I don't judge anybody else I just don't like complaining well you know my friend Dan Sullivan says you can uh you can create or you can complain but you can't do both you know I just hate it yeah I don't know if it's the Eastern European thing it was like so unacceptable in my household I don't if I was formed well I mean you know I mean I like to rant and so do you oh I love to rant and bust stops and like compete I love to compete but like people saying like you know like people think things are luck like yes I definitely believe there's Serendipity but like how do you not understand that of course you're going to get luckier if you take 800 at bats instead of 32 right like you know I get luckier by the less amount of time I sleep so let let me let me take that as an example of I think a behavioral change because you know we can talk about tricks and techniques and methods and I don't mean tricks like you're tricking people but just simple strategies that work which are in your book I mean you got like a blueprint that's a re we're having a very philosophical conversation and you're absolutely right what I'm like really worried about right now is I think social media is confusing people do you know why I compared it to boxing to most people that are watching listening right now is two dudes going into the ring and try to punch each other in the face do you know why most boxing matches don't end in a knockout because boxing is known as a sweet science cuz people that actually learn how to fight and throw mixed martial arts into it they actually know the subtle moves in a body to actually stop you from getting knocked the [ __ ] out which is what doesn't H do you know why there's so many knockouts in fights outside of bars because we don't know how to defend ourselves or counter or move Floyd Mayweather is gonna make a half a billion dollars on moving his shoulder like a little subtle move same thing with social media I truly believe the far majority of people that are listening and watching right now think of social media as like ah you know yeah but like is it does it really work what's the ROI it's new just the kids does can you really sell [ __ ] on it and I know it as a science and that's what I've tried to articulate I know and think about what time I'm going to post something I mean let's get to that basic of a level that when all these East Coast people and there's a lot of East Coast bias and social networking there's a lot more content produced on the East Coast than the West Coast that all these East Coast people when they're trying to sell something and post something at 9:00 in the morning CU they're fresh and ready to go if your audience also lives in San Francisco which they do it's 6:00 in the morning you missed them like you couldn't have waited till 11:30 yeah and so like you know or if you're targeting femals posting something on Pinterest at 9:20 in the morning for stay-at-home mom culture works and so you're trying to get to young dudes and you're trying to sell video games post at 2 in the morning and 11: and so just the time in when you post is a science in itself that most people just disregard because they're treating social networks like emailed Services they're just blasting well and I mean I think until you actually get in and play the game if you read about it and hear about it that's one thing so like if you were to take negative comments on say your book or anyone's book that's like a how-to strategy book that actually works yeah uh what you'll rarely see from any of the critics is like I read your book and I tried that and it didn't work what you hear is people that [ __ ] about they never even try anything they have vested emotional or romantic beliefs in the thing that you're countering against yeah exactly I mean I have TV people coming up to me all the time people that make their money by selling tv ads saying ah this doesn't work I'm like of course you don't think that you're just the radio guy from the 1950s yeah so let me ask you a question if you mind ask me whatever you want what part was the most valuable aha from a tactic or a specific like what was one or two things that you were like oh that's well I'm cool I now know that um it could be philosophical too I'm just curious for myself well one thing you said towards the end where you said marketing is hard you know because it is it got and it's gotten harder totally because there's fragmentation of attention and the reason why image advertising or say brand building for the sake of putting a logo in things out there I mean you speak about brand in a much different way which we can talk about is the reason most people don't do good marketing is they're not willing to one learn what to do apply the time to do it and it's a hell of a lot easier to throw ego-based you know picture myself my logo than it is to really think about the psychology and the mindset of someone that you're trying to sell to and so here when you talk about context and all the different platforms have

### Segment 7 (30:00 - 35:00) [30:00]

their native language which you talk about that that's really critical because it gets into I think marketing is applied psychology it's what you say and who you say it to when you say it how you say it it's all of those things applied it's not you know just a logo there there's so much more to it so uh I like that part I like the part on effort I like the boxing analogy um I for years have have you know I've said this numerous times that marketing is like boxing rarely you going to hit him with a Mike Tyson punch it's a it's I never use the exact word Jabs but I said you know what you do is you wear people down it's selling is seduction all of the stuff you do is it's like foreplay I mean you even make the comparison the dating in here too it it's like before you ask someone to go to bed with you they got they first got to know like can trust you they got to feel safe you got to have rapport with them you got to feel comfortable so and like you take I love marketing which is one of the places this episode is going to go I mean at the time we're doing this we got about 300,000 active uh subscribers on iTunes this for a long time well that a couple years my other interview started in 1996 so I've interviewed you asked me earlier how many people I've interviewed over 400 people I said you're like opr he said yes that was it that was the whole conversation I thought enjoyed that thought and every you know every type of person you could imagine from the top doctor on sex addiction to Sandro de o Conor I interviewed her a couple weeks ago Dam and John from Shark Tank we did a you know video interview here a couple weeks ago I mean you know all kinds of people mostly entrepreneurs but you know like go so going back to the boxing thing um I give away a ton of free content the very first thing I did in carpet cleaning I don't know if you know the exact Story I mean you have a little bit of background but not the specifics is when I learned that you know and it's the things that people don't know that they don't know that will help them make a buying decision and when it comes to hiring a carpet cleaner if the only choice you have its price you're going to always go for the lowest price so I had to give people a reason to do business with me other than price so one of the first things that I created before the internet before websites before email any of this existed Glam shots exactly Glam shots yes yes no by the way on better looks by the way what do you think of my Hello Kitty wallet before we went on I was like this is a legit wallet it is I'm going to take a detour and explain this wallet then I'll come back to Consumer Guides remind me if I forget so Dean Jackson Who we've both me and Dean have interviewed you for I love marketing for your last book um and Frank Kern who's kind of a goofball uh had given uh given Dean a uh a wallet from the pul fiction wallet that's a bad [ __ ] you remember that wallet and so Dean carried that wallet around and um basically I asked him at our last I love marketing conference I said Dean pull out your wallet he pulled out a Hello Kitty wallet because Dean actually gave me this and he I go why is a grown man you know carrying a Hello Kitty wallet and he explained the story of how he had the bad [ __ ] wallet but he was censoring himself because we're in front of 450 people and he felt like you know Dean's a really nice guy the way I do on stage well or me either and so basically uh he said the that wallet said it he's like this wallet demonstrates that's awesome and I said that's fantastic so back to you gave away what for free so I so I started educating people on how to choose a carpet cleaner so I I add a consumer awareness guide to carpet cleaning read this guide and you'll discover seven questions ask a carpet clean before invite in home I taught them how to do stuff and that turned into 24-hour free recorded messages by the end of the 1990s every major phone book in the United States had one or multiple versions of my ads running in Home Remodeling Pest Control Chiropractic carpet cleaning gyms you name it driving people to listen to free recorded message so in a lot of ways those were jab Jabs as you explained in the book it's giving away free content I love marketing you know our goal with high love marketing was to have the best marketing podcast in the world giving away information inform for free better than what most people would charge for and people keep asking me what's your monetization strategy it's like it's bonding with a shitload of people GL jab and honestly at the highest level it this book even though it's completely dictated to the micro content that we put out on these social networks it's how I live my life and the only way you can actually live your life that way is if you have zero expectation on the back end see what works for me and I got lucky this is not I'm smart this is how I'm wired I'm have zerox I'm willing to jab jab give give and so jab jab right hook stands for give give then ask yeah and I'm okay that even if I feel and I do sometimes feel like I've given a lot and when I ask I get nothing in return it's kind of like the Bronx Tale where the guy I think this is the movie The Bronx taale where the kid has the kid that I don't know I mean I've probably seen it years ago but I can't remember but there's a scene in some gangster movie helped me crowd if you can hand where the gangster is like mentoring the little kid and the little kid's mad cuz he lent this one other kid 20 bucks and the kid won't pay him back and he goes

### Segment 8 (35:00 - 40:00) [35:00]

you got off cheap and that's how I feel if I give give and then I ask and I don't get returns I'm like okay I understand and I'll do it again I actually won't say after one time if I do it twice I'm like okay listen this person's viewing the giving and the taking kind of play a different way than I am and then I can walk away and put my energy in other relationships yeah you know I'll tell you it first off uh life gives to the giver and takes from the taker I mean absolutely believe that it's a karmic thing and there are people that just are they're the type of individual where everything's a tip for Tat sort of relationship it's like and I don't know if you can fix that without some therapy or some real hitting bottom or something listen it's okay by the way some people are very black and white and I can get you know even though I hate it because it doesn't come natural to me it's actually quite in theory very fair then there's people that just take that's the worst of it yeah and but here's where I break it down people have not applied this to social networks the amount of people watching right now that use their Facebook account like an email service every post is listen to my podcast buy this do you go to my seminar buy my thing just it's all right Hooks and I don't know if you know anything about boxing but even if you know nothing about it you can figure this one out if you know a right hook is coming you're ducking yeah it's a good point see people love to be sold they hate to be pressured and if they feel like it's constant yeah it's a setup everything is a setup in order to get what you want right the sweet science that's boxing stick's name I think that's fascinating and I think social media right now is very grossly underestimated because I think the whole world's going long tail cell cycle and there's still places for quick hits but there's becoming a tougher game to get to people it people are becoming more cynical to advertising because the youth has been bombarded with marketing compared to what we grew up with the '90s was no marketing compared to what we see in 20 and so you've got to romance it even more than you did in the past yeah I totally agree you know I have an idea just sitting here thinking about this with people that would really want to go deep with your book and really you know really utilize it is I have meetup groups um that we just teach people how to do meetup groups and when I say teach it's not like I have any major instructions other than at I love marketing people can click on a Meetup tab there is a document that they can download use meetup. com yeah but some people have them on Facebook some people just organize it but there uh so every day somewhere in the world there's probably 100 people Gathering talking about what we talk about on IA marketing super Co we have them in all kinds of different countries and we don't charge people it's just like we just encourage them to do it you're giving them a tool to create more Community yeah there's this a PDF it's like what questions to ask how to start it and I think a really great thing for a lot of the people that I love marketing would be to get Gary's book and like go through the different case studies on all the different social networks and all the different thing you know there's about seven that you really covered in depth here and some ideas of future ones which I I'll ask you about before we wrap up um is to actually discuss them in and even maybe even organize meetup groups based around this book where people can show each other what they're doing and how to do it because I one of the greatest things of teaching stuff to other people is it forces you to look at your own stuff you know it is I mean when you had to do this book I know you had to audit your own [ __ ] and a lot of people aren to do that you know what's funny I just said this morning somewhere else I said the biggest thing I'm worried about is I'm educating people so much I'm always testing my own theories back to almost the same thesis of why I respect my haters I'm actually still right now today doing things that I say don't do because I want to look at the metrics I want to know Facebook's changing or Twitter's changing and I was like wait I might have to stop for a little bit because people are G be like dude you're putting a link in Facebook and just sending it just like you say don't so it's kind of interesting I what I mean by that and why I'm saying that is absolutely and not only do am I also auditing my [ __ ] at all times prior to this I'm doing it post this always in real time it's the number one thing I care about yeah well okay so let me go back to this so small Carpet Cleaning company is an example what do you recommend they do should they be on Pinterest time I mean what should they do that's a great question I think first and foremost the number one platform for a small Carpet Cleaning company is to be on Facebook because the target audience that I'm assuming is on is looking for carpet cleaners you can definitely reach on Facebook um you can get hyper local you can do your status updates just in Tucson Arizona and you're G to get 84 people but that's okay because it's back to targeting and getting three people converting in your local areas is better than somebody in Michigan if you're not a global company right I think the other thing you need to really think about is how much are you going to spend if anything to acquire a base of fans in your local area or just putting out content and then using your email service and your website and your word of mouth to build your base you have to start with a base I recommend spending a

### Segment 9 (40:00 - 45:00) [40:00]

th000 to $5,000 if you have it to buy fans that are targeted in your area and make just awareness ads what I mean by that is Joe Gary's Carpet Cleaners no offer because what you're doing there is you're getting people that are opting in that are high quality because they're not opting in for the deal they're opting in because they have some interest to hear from you then once you've got some sort of Base you start putting out you did this you know where I'm going mean this is what the seven thing step thing you did that's what I would do it's what I did with Wine Library TV we're like two kids from the same pod I put out a wine show every day to educate people no you I mean we both came from the world of Education based marketing we just and we teach people how to make decisions I would do fun fact Friday and put out a piece of content that truly educated about carpet cleaning even if it hurt me even if I would literally readjust my business model before I'd come out with what the advice I'm giving to make them the most educated because you want to be in the business where the most educated consumer is going to always pick you that means you're the best yeah that's what I've always felt that I always say that to AJ when we started vayer media you know we'd get clients and then we would not get clients and he'd be confused he was L I was like bro they're just not smart enough to hire us I really meant that um so I would start putting out content to educate the masses and sharable stuff throwback Thursday you know be fun go find a photo on the internet of the old 1960s carpet you seem to have like an old 1960s carpet here you this kind I'm making but you know this better than I do those old ridiculous looking 60s and 70s carpet put a picture of at throwback Thursday play with the slang of society you put that out there you get you know you get your daughter to share it because she thinks finally dad and mom and the family business did something funny and then she has friends that share it and the virality just starts coming you know I'll have my video guy put a little uh clip of this in there so that people can see this here but you see that office back there that's my office yes the that's carpet on the wall that's like shag that that's a little looking like 1960 carpet right there so we'll show a little so it's Z culture and then you put out five 10 15 good pieces of content start building value and trust with the community and the 16th one is we're doing a special this week the right hook so how many Jabs before right hook I mean completely predicated on the health of your business Apple when they launched the iPhone and there was no competitor even close they could have right hooked every day right a carpet cleaner that's a middle of the Run competing with seven other players I would jab a lot so let just so people like I know very deeply what you mean by jab jab right hook but let's just really take it to the Bas something for them something for them something for you because I'm gonna tell you something right now I have I did a little homework too and kind of followed people that have talked about your podcast you know last week and just saw them mention it went looked at their Facebook and Twitter accounts I'm telling you right now your audience is in the right hook right hook business yeah oh most marketers are by the way mine too yeah you nailed it 98% so at its lowest form what can you give out and that's not a discount is a sale for you that's for you maybe you gave up some margin don't get confused I'm talking about content access yeah what about going on aeast for hour and answering everybody's questions and just that's it with no ask you know what's so funny about that too like it's uh you know I've had someone that's running we're still the largest training organization in the world to professional carpent pouy cleaners we have over 7,000 companies all over the world that have become members and I have a guy that runs it for me who a client that's uh you know he became a client 17 years ago he's one of my very first clients and we're doing a um teleconference next week uh you know because I have not been very active I'm very active in terms of you know we send out podcasts weekly we send out recordings me deeper in the way me with me you know cuz I used to do programs in person with me and I literally stopped doing that uh and so I just said you know um let's just do a you know hello I love you sort of call let's just get everyone to reconvene and I had a couple people in my company are like well we're not quite ready to you know sell that I go it doesn't matter we're not going to try to sell anything we're just going to get everyone on the phone and just give them some best practices I'm going to get a couple of my clients let me help people that might be R by the notion of like gez what do I say what's going on in the music world right now is DJs are bigger than actual artists right DJing content is very important if you just consume a lot of content and you put links and retweet you become a curator that's also valuable so maybe if you're a small carpet person you've got 89 people on your Facebook page but you put a link to interior design or lawn I mean this is a homeowner right see where I'm going step out of your Zone if you put a link to like seven steps how to like you know

### Segment 10 (45:00 - 50:00) [45:00]

mow your lawn better that's still your target demo yeah they're a homeowner and so it's that kind of how do you bring value can you curate content can you create it can I did entertainment and information because I happened to be funny when I talked about wine and people were looking for that different voice were how often were you just kind of liquored up when you were doing this zero I've been drunk like four times in my life too in control of my actions and my legacy never I mean I'm just liquored up globally wow you know what I mean I'm just naturally liquored up that is hysterical so you know but what I really try to do at all costs is put out right now I'm on a are you using slides share No something I haven't been using just started using it I put out two slides shares I really try to put out something of quality the first one was the biggest mistake everybody makes on Twitter which is they start with the at symbol and somebody's name when they're trying to tell everybody but if you don't know if you start with the at symbol only the people that follow both you and that person will actually see that tweet so if you wanted to tell everybody that the Gary ve was on the show and you said at Gary ve is gonna be on the show today well only the people that followed us if you said hey everybody at Gary ve is going to be on the show today then everybody that follows you would see that this is the single biggest this is Twitter's fault not anybody else's so I put this slideshot it's got 200,000 views already in a couple weeks because it's valuable wow cuz it's being shared on Twitter because people are trying to do Twitter better now I'm like I got to do this for Pinterest and I've got you know so I'm curious like what could we do with this interview that will give it the highest likelihood of watching it the number one thing you should do more than anything is use this interview as the case study to become a better micro Storyteller to under to awareness against this let me explain you probably don't have a tumbler okay no here's and by the way I don't do it super well either even though I was an investor but let's stick here because I want to be detailed you should start one you should have I love marketing Tumblr account because there's plenty of 14 to 21y Old hu you know hipsters that love Tumblr right that have never heard of youi or anybody else because they're in the streets they're cool but they want to be entrepreneurs you take one moment from here where you're holding up the wallet of I'm being silly and you make it an animated gift you know what an animated gift is right the looping over you put animated GI on Tumblr with one of the quotes from you or me from this interview and then that quote links back to the iTunes download of this you have nobody on your Tumblr account just like anybody would when they start right but you take this interview and you link your Tumblr you blast out an email and say we're now on Tumblr and you get 10 1150 it's un you know how it works you start at zero you build you should do that you should make an infographic that's female Centric things that you believe the female psychology would have gotten out of this and make an infographic and start your Pinterest board of infographics from your interviews you get one influential Pinterest person to repin it and you could have 10 15 100 thousand people get new awareness about your show and Pinterest is a dream it clicks out to wherever you want so your infographic that you made from this seven fun things Gary said you know what infographics look like yeah and that links out to the podcast download I mean this is the future man micro content as a gateway drug to awareness to your bigger thing hm that's a quotable I guess Seth Goden gave me a great review on this a big one he's a beast so what did I do I made a quote card his picture I didn't tweet or Facebook like I would have three years ago saying thanks Seth and a link to the review no what I did was I made a what I call a BSU a branded status update for Facebook where it's a picture with his face you know him kind looking up his classic shot with a quote coming out of his mouth of the review right and I posted that on Facebook and then I targeted to people that are fans of Seth Cen on Facebook I sold a shitload of books my friend yeah that's good you understand yeah so you could do the same thing for people that are fans of Gary ve and all of a sudden the 143,000 people that see that are fans of me on Facebook which is the number you know 177,000 of them would become aware of this for the first time there's a lot to be done my man a lot this is listen I'm hyper bow and excited and quotable and charismatic on stage but I've built very large businesses through execution this book is execution how many hours uh all of that does well but seriously so you have a small business owner who's and here's they won't be able to do everything you have the infrastructure to possibly do everything that I just told you small business owners have to really focus on one or two or three because they're not going to have the bandwidth or the dollars to do it well I I'll tell you like you know I um I was living on credit cards for a couple of years trying to make my carpet cleaning business work when I first started I mean that was my first real business I mean I delivered newspapers um you know I did a lot of drugs in

### Segment 11 (50:00 - 55:00) [50:00]

high school so you know I mean there was you made a couple bucks yeah so because I was a former drug addict I don't know if you know that actually I do remember that actually and uh you know I delivered newspapers I had all kinds of weird little businesses you know painting on curbs I was you know entrepreneurial at an early age because I just want can we go deep into that painting on curbs I thought we all kind of enjoyed that so what does that mean well you literally where address is on curbs and you put stencils oh yeah yeah literally paint people curs cut La you were on drugs when you were doing that no no but I uh between the ages of 16 to 18 is when I was doing a lot of drugs yeah that and luckily I kind of went through the worst of it a youth yeah like at 18 years old and then eventually like when I was actually going to college one of the jobs I had was working in a mental hospital and I used to drive the uh the um people that were there for alcoholism for drug addiction to AA meetings NA meetings Narcotics Anonymous realize sit in I would sit in those meetings I realize wow you know what's funny and this is a total like tangent you know not anything relevant to this uh one of the movements that I admire more than anything uh is 12-step groups they have done more to help people with addiction than every impatient outpatient doctor book you know combined and it's never been built through promotion it's been built it's attraction not promotion it just works and so it's you know when you look and see what causes things to happen it's it it's quite fascinating to understand that so um all right what the hell was I saying prior to that I totally forgot as well it does not we can it I was looking at humac Clouds all these you got so many great oh well let's talk about like uh Tim Ferris if you were to get in a physical fight with Tim you think you would take him no he beat my face in that being said he's terrible at volleyball played volleyball with him six months ago he's awful who do you think works more you or Tim although he wrote four our work week I mean you know he I think it's closer than people think yeah how many hours a day do you work all of them yeah um you know well how much you sleep six seven so I get plenty of sleep like I work 17 hours a day I'm a very eight 8 n to 11 I mean I my wife and I had the laugh of our marriage when I came I've been extreme for the last two years on this lots of hours during the week more time with the kids on the weekends I came home one night at 9:00 and we were freaking out we had all this time and then I like literally were like hugging and like oh what are we going to do like this is amazing and then really I got really sad I was like it is 900 p. m. at night do you know it's sick because listen when I was building Wine Library I'd get home at 9 or 8 the store would get slow the last hour and I was like I thought I worked more than anybody back then I mean I've really taken it to the extreme that being said you know listen there are no [ __ ] shortcuts can we just put that to bed once at for all I mean like now what Tim's incredible at and I envy tremendously is he takes a lot of time and effort much like I've taken to figure out proper storytelling he does find efficiencies and scales that I'm very naturally not good at and could use a lot of work on that I just am a big believer on tripling down on your strengths and not worrying about your weaknesses so I haven't but I envy and Marvel at his ability to really respect scale and triggers and execution we had somebody intern with us summer who has that passion and there's value in that and there's definitely things that I wish I could do that way yeah well so one of the things that I learned when it came to selling uh success knowledge or methodologies strategies and processes that I know work and that they would work for other people is not do they work or do they not but does the person believe they can work so one of the one-on-one marketing well no but here's what I'm saying though so like a lot of people I could see is saying well [ __ ] I'm not going to operate like Gary I I'm an introvert I can't function like that I you know I'm just not going to put that time in so they throw everything away and I like treating knowledge books anything how to uh like a 12-step group you know take what you like and leave the rest I mean there I like the way you did that you said take emulate and trash get rid of that's good well yeah I mean because like it wasn't nice to see trash garbage get rid of in your book no I was saying bad in terms of a lot of the case studies that you wrote in here that cuz you show ones that you felt were successful and why and ones sucked you know like the lacasta I just wrote bad next to that because it was like interrupting its own conversation that sort of thing although this is a great setup for you to have all these companies buy your book though because every single one of them is going to hear this and of course you're smart enough to know that so this was actually a huge challenge for me I couldn't put any of our companies in it or their competitors because I didn't want anybody to think that I was pandering to that which made it really tough so yeah I mean we're listen new business is the easiest thing Banner's got so I'm not worried about that I'm worried about my legacy I want to be right about the future of Storytelling in the platforms that are going to matter for the next decade and that's why I wrote it yeah so so what I what I was saying

### Segment 12 (55:00 - 60:00) [55:00]

about like the people out there that saying well I'm not going to do this right it's a ball or Nothing Game you've been smart to take pieces listen you know it's funny you said that I think as I'm maturing I think this is a new phenomenon for me I've started getting a little bit better at siphoning a little uh it's listen that's probably a backbone of your success you've been able to take pieces from I when I hear like athletes like I don't remember who but he tired and he said you know I just took a little I was like damn I'm just so all in on me it's why I don't read right we talked about that like I'm so insular to like my energy ball and like my community and watching people's behavior that's my work yeah but boy do I envy the people that are able to take a little slice there's somebody who is really crushing it really killing it and said something really interesting to me which was he literally became extremely fascinated both me and Tim and he said he literally went right down the goddamn middle that Tim not good at this I was awesome at this vice versa and he just took both and he [ __ ] I was like [ __ ] well yeah I mean you know see the beauty of what exists today is there's an enormous amount of models and case studies and how to do stuff one of my favorite quotes is from uh the book of survival Anthony Green back where it's like to get through an impossible situation you don't need the muscles of a Hercules the mind of an Einstein the ref lexes of a Grand Pre driver you simply need to know what to do and if a business owner or anything you know you want to get in better shape you want to have a better business you want to make you just simply it's all there it's execution it's just a matter of yeah it is i s because I do a lot of Angel Investing and I people come in like I've got the idea and like this is the first time they're meeting me they're courting my money and my network and The Leverage of using me as an investor and within two SEC I mean I set the tone I'm like ideas are [ __ ] and that hurts feelings quickly cuz listen they flew from somewhere you know and they're like here this is their moment you know they I I'm very flattered I know it cuz I used to do the same thing and still this was they thought about it and in the first two seconds I'm like I don't care about the idea tell me how you're going to execute it I actually think every idea is equally good and equally bad so do you um so you make all your decisions on the per deter the person is a very yes I've done much better betting on the jockey than betting on the horse that's great that's good advice so um what do you think um can I say one other thing for people that are interested in Angel Investing and with the jobs act an angel list I think a lot of other people listening are going to start throwing some money around over the next decade the other good thing about betting on the jockey sometimes the jockey doesn't win but if that you know the jockey's great and you could watch how they navigated because maybe the horse was a dud sometimes they win on the next one I mean you look at people who didn't win on Odio and bailed on EV and the next thing was Twitter right you know yeah great Point well I made a post on Facebook uh before you were to come down here saying I'm doing an interview with Gary vanderchuck later today in Arizona what do you think the number one best most awesome question to ask him uh of course because I wanted to engage the people and I'm going to send all of them a copy of this interview once I'm going to post it and they're going to love it um so Bonnie she said I would ask him about his selfing I can never that well it's like bragging it's Bas right yeah and natural bravado so um have you always been like this or is this a shtick that you had to develop no my mom is at fault my mom this it's it used to be so much worse I'm about to tell you a story that's so true and so insane when I was 16 years old I used to walk down the halls of my high school and truly think I was the single best looking person on Earth my mom brainwashed me and built so much self-esteem in my body that it's never been able to full I mean as much as I try to like become older and learn and some of it seeps out there was so much there that now listen I know I no I and I'm very proud of it especially because I know my intent is good let me say something that paints a picture of how I think I roll I think there's two ways to build the biggest building in town one is two is to tear down all the other buildings around you I'm very proud that I'm one I have plenty bado and I have all this but I root for everybody else equally and if they're doing better or this that the other thing then I it only makes me want to you know what there's a good point of success with that too because if you're someone that celebrates the success of others which is not what I think most people do I think there's a tremendous amount of jealousy and envy and it may not even be expressed with words but they're constantly thinking about I got [ __ ] or it's not fair and it's an got lucky or look what happened and to me I'm the other way I don't do it outwardly that much of course on an exit or something great I'll call email but I'm all I'm rooting like Tim had his TV show The other day and I'm like sitting there begging for this to be like a breakout hit mhm I want everybody to win yeah by the way I'm

### Segment 13 (60:00 - 65:00) [1:00:00]

competitive the more other people win the more I'm like oh I better get my game up you know like I like and so to that point yes I have bravado yes I have ego but I have a shocking amount of humility as well because I also think I'm zero at the same time it's just a bridge I'm pulling from opposite directions yeah so another question was if you lost it all tomorrow what action plan would you put together to implement and kickass like if you lost everything what would question this is so dark I'm about to go dark up until my daughter was two which is only two years ago up until two years ago I secretly wanted to lose it all H I wanted the Phoenix moment I was like because I'm so confident that if I was at zero that I'd know what to do that uh boy do I like we could arrange that I mean you know the ACT the action plan would be listen Vayner media was self-funded with zero dollars put in we just went out and got a client I mean if I lost everything I'd still be me now a lot of people wouldn't blindly think I was smart because look I lost everything right so I'd have to understand what that would mean to my reputation but I can sell stuff I'll go sell rocks outside and make a 100,000 a year you know what here's the thing the ability to learn how to sell you like that one a t-shirt I want a t-shirt that says I'll go sell rocks outside I'll make 100,000 a year yeah we should do that with the uh with a little marketing SL there all right so here let me do one more what's the number one um most important question he gets most of the time and why does he think this is not important ah I get it now all the funny part to that question is most of them people are so fixated this book to you I think you really you and I are actually in the psychology business and then we just happen to do other things yeah this is not really a book deep that touches our heart and so people are always asking questions that are about this tactics it's about a religion not the church people are always like what color should we paint the church what kind of Lights should we put in the church how many parking spots should we have in the church [ __ ] it's about the religion so 99. 9 got it yeah 99. 9999999% of the questions that are being asked of me are not the important questions the important qu EQ over IQ HR I'm the head of HR at Vayner media comma the CEO got it yeah the questions that people are asking are very are very small-minded tactical and don't matter anywhere as close to as much as taking care of the customer having a value proposition giving up front where what should people pay attention to like okay with all the new stuff that's going on you are habit habits don't you think it's weird that when you go to the airport every single person is looking at a screen don't you think that's weird that while we were doing this interview our right-hand Peeps are over there in their screen what does that mean that means that 10 years ago our right-and peep sitting right there would have consumed and gave us all the attention and picked up everything that we talked about and that did not happen here today yeah and you even say in the book there's no the there's no such thing anymore of undivided attention it's gone that's right and so you need micro attention so habits consumer habits if you're not going to iTunes top 100 free apps once a week to just see what's doing well it's how I figured out that Snapchat mattered and started using it gives you Trends it gives you psyche it makes you realize people like gaming people like escapism with entertainment people like utility the apps that make their lives better right people like social networks that means we like people it you know pay attention to people's habits look at your nieces and nephews pay attention at your 60-year-old Aunt now is spending her whole day on Facebook there's things happening here people yeah so uh last thing I'll ask you is is well maybe uh why do you love marketing I mean you've really jumped really deep into this and uh you know a lot of people they hear marketing and they immediately have this you know uh oh it's bad it's it's a manipulation less than less though marketing is starting to go through a similar thing as entrepreneurship well you know the definition of entrepreneur I don't know if you know the original definition of entrepreneur came from in 1804 from uh Baptist say who said an entrepreneur is an individual that takes resources from a lower level of productivity to a higher level so whenever you're taking something from here to there and a lot of people think oh there's an axe let's create a chainsaw that's entrepreneurship which it is but if you take someone's brain their thinking their capabilities from here to here if you just think more effectively you can be entrepreneurial so you know I'm a Storyteller through and through I started off with a by the way a lot of my successes predicated on my dad I talk so much about my mom my dad stripped so much [ __ ] out of my body

### Segment 14 (65:00 - 68:00) [1:05:00]

at 14 15 16 because he is the opposite of me he actually has insane expectations of others one Strike One Lie death it's insane it's real tough my dad's got a tough life he doesn't have that many friends because of this he has you know and but what that did was I was like wait a minute I can't [ __ ] my dad I'm not going to have a good relationship with him and it's slowly betro then transparency of the internet but I'm a Storyteller I love the story yeah right and so that's what Mark marketing to me is storytelling and you know what but by the way I want to say something that's very important to me storytelling I think the best salesp people are people that sell something they believe I sell stuff I believe in yeah like every wine every app the way I sold you on Twitter I believed I fully believe and I think that I love marketing because I think it's story telling and storytelling to me is everything it's just it's the fabric of our society to me well you know and for a guy that works his ass off and who um literally uh from the time I've known you you've I I've not only seen you not lose any enthusiasm it's only gotten bigger and bigger um is I think you know the number one sales job uh that all of us need to do every day is we need to sell ourselves on what the hell we're doing and a lot of people they disconnect from that the storytelling is not just what you tell to the public what you say on social media it's what you say to yourself what goes on in your head and if and if you just simply tell yourself and everyone else a better story guess what you can write a love story Horror Story I mean your life is your story there's something really important to what you said because I'm very concerned about where people take it I want to add one thing this is a word that is rarely talked about in our space that I want to start building more attention for selfawareness if I could give anybody who's watching SL listening to this one thing one potion inject not hustle not smart selfawareness if you have self-awareness then you've got a starting point to success because then you're not going to [ __ ] yourself you're going to storytelling to motivate yourself but you're not going to [ __ ] yourself and the amount of bullshitting B bullshitting to oneself going on in the world right now is pretty scary oh yeah it's incredible so what's that quote you know a life worth uh an unexamined life is not worth living an unlived examining so it's that thing so thank you so much man always great and I would uh website real quickly you have a website for the book there's Vayner media throw out your websites for people that want more Gary you know what I want to just engage with people and so that would be Gary V on Twitter please hit me up or facebook. com Gary that's a little bit of humble brag very few people in the world have a four-letter domain um that's pretty good not bad yeah so get his book it's uh jab jab right hook um how to tell your story in a noisy social world uh I think you'll find it very useful and uh get it to everyone that you work with it has anything to do with communication uh in your company in your organization in your nonprofit or whatever it is you do and uh let us know your comments at iov marketing. com what you thought about this and share it with anyone you think would be uh find it useful and helpful so awesome D than happy holidays yep you too thank you