Social Media State of the union Keynote - NERVE 2014 - Philly PA

morning hello uh great Jets J I'm pumped already um how many people here uh actually don't know that much about me or have any idea who I am please raise your hands all right that [ __ ] hurts tough start um okay cool since it's about 50% which first of all I appreciate getting 50% to know who I am is actually pretty good uh so I will uh apologize to the people that know my Spiel and I'll give a little bit of five- minute context on my backstory for half the crowd that doesn't know who I am and then because so many of you do and because I can speak pretty quickly I'd like to go into as much Q& A here as possible um because the truth is I think that's where it gets dramatically more interesting uh after you have context of who I am and listen to this you'll be able to go to YouTube and watch other Keynotes I've given and so I think at some level context is what I'm most passionate about in the context as we're here together in real life and the content is fine but I think the engagement will be dramatically better so let me Spiel my thesis uh try to incorporate into your world and then we'll go into Q& A so you can ask me about what actually matters to you under that theory I was born in belus in the former Soviet Union I came to the US when I was three uh we were very poor I lived in Queens New York in a studio apartment the size of this stage uh my dad got a bunch of side J jobs it was a very ghetto lifestyle we had a 100 bucks kind of thing it was super interesting uh my dad eventually got a job as a stock boy in a liquor store in um in Clark New Jersey uh we moved to do then Edison New Jersey and when I was six I started my entrepreneurial career it was in Edison New Jersey where I started my seven Lemonade Stand franchise now convincing your six-year-old and seven-year-old friends to stand behind a Lem a stand the whole day and basically you're skimming 90% of the profit is a fairly solid business model um do you guys remember big wheels those little bikes I used to ride my big wheels at the end of the summer days and pick up my cash for my seven locations like I was little Tony Soprano or something uh so that was my first business that was good when I was 12 um I started my first substantial

business for anybody in here who was like 35 to 42 you may recall that during those years uh baseball cards had become a huge phenomenon in uh in the American society I jumped on that bandwagon and I started a baseball card business and when I was 12 I was selling uh 13 14 15 I was selling baseball cards in the malls of New York and New Jersey uh and I was making $2 to $3,000 a weekend selling baseball cards and uh you know the way I kind of look at that era for me is when you have $30,000 in cash under your bed and you're 13 and you're not selling weed you're doing a good job so that was good um that was you know in some weird way like my ambition

is to buy the New York Jets which is going to obviously cost me several billions of dollars I still believe in my heart that I will never be more Rich than when I was 13 and had 30,000 in cash I mean Nintendo was like 200 bucks right so that was that then I turned 15 14 I'm trying to remember 15 and my dad ruined My Life um my dad at this point uh very much my entrepreneurial hero came to this country with no money and no language and at this point now owns his own liquor store um in Springfield New Jersey small shop that he now owns and of course first generation oldest son I'm dragged in and have to be a part of the family business which I was happy to do um the problem was I went from making $2,000 a weekend to making $2 an hour 15 hours a day bagging ice in the basement of my dad's liquor store I call those two years the Dark Ages um you know go that was tough blow you know getting 30 bucks a Saturday instead of 2,000 hurts your heart uh especially when you're a kid um and you know like any young entrepreneur I thought everything that my dad did was wrong I had a lot of different ideas and when I was finally 17 and allowed upstairs uh from the basement I uh started looking for the angle that could create a passion because the truth was my dad's store was called shoppers Discount Liquors and I had no interest in selling Kors light and absolute vodka at dead cost which was the business model and um I just wasn't interested on a faithful

day uh everybody came in and asked for the same wine it was the c special select 1991 Cabernet subon and wine spectator which is the holy magazine of the wine world had named it the wine of the year and 30 40 50 people came in asking for that wine everybody coming in and leaving cuz we sold out I decide there that the next person that is going to ask for it I'm going to create a back order for it we didn't have a back order system but that was okay cuz I was going to school on Monday and would have to deal with that [ __ ] anyway so guy walks in goes do you have the C I go no we've sold out but I'll take a back order what's your name you know I'm like okay great your address phone number I go how many bottles would you like and he goes well I'll take six cases if you can get it and I was like oh [ __ ] an alcoholic I was like six cases I'm like are you throwing a party he said no I collect wine that was it when he said that I mean you know when you like hear a song or like smell something you can literally be brought back to a moment like I'm literally standing here right now telling you this story can literally feel the way I felt in the Chardon a section of my dad's liquor store when that happened because that was the moment that my life changed because when I said you collect wine and we got into a 5-minute conversation about wine collecting and I realized right then and there it was like Frank Thomas Ken griffy Jr wine Gretzky Michael Jordan Silver Oak Opus One cus chat leit same [ __ ] you know and basically I took all my passion of learning every stat to in the wine world and no 17-year-old child should know as much about burgundy and the rone valley as I did but I went all in as a complete dnf student I would spend all my time in school reading about wine my Junior and Senior year of high school because I knew what I was going to do I was going to open up 9,000 wine shops Across America sell the franchise and buy the New York Jets right so that was the

plan and I did nothing other than cre Behavior to do that and then I went to college and in my first uh semester uh my life changed again I was playing Madden 94 dominating by the way it's playing Madden 94 my friend runs in and says hey you have to see this I'm like cool finish off the game go into uh go into the room by the way Madden 94 was the first year they did old school teams the reason I was dominating was the 69 Jets nameth to meard every play was Unstoppable anyway um walked into my friend's room he's sitting in front of a computer now at this point I'm a freshman in college I had never owned a computer I probably at this point I'm now 18 years old i' never owned a computer I had probably spent 20 minutes on a computer in my life I had a word processor that I was supposed to write my papers on that I never wrote and now I'm sitting in front of a computer and my friend Tokyo Joe looks at me and he says yeah I know he's the best um he looks at me and I look at the computer I mean this is how insane the fact that this is 20 years ago which is long but not really I look at him I'm like oh is this the information super highway I mean remember like that's literally what we called it for some of you youngsters he's like yeah and it was the first time I heard the remember that sound dial up when AOL was charging us three bucks a minute to be on the internet talk about a real business right and then he looks at me and he says the words that change my career he gets online AOL and he looks at me and he goes we can get chicks on this thing and I was like yes I like okay here's what gets really ridiculous I wait 3 hours because I was sixth in line to play on the internet and I stood there for three [ __ ] hours watching people be on the internet I finally get my turn and within 20 minutes the first thing I did I saw there was a Search tool and within 20 minutes of being on the internet I found myself on a bulletin board selling baseball cards and comic books and right then I knew for the first time at 13 9,000 baseball card stores sell it by the Jets at that moment prior to that moment 9,000 liquor stores sell it by the Jets and now I was looking at something and I realized holy crap I don't need to open up 9,000 liquor stores and I started the learning process 24 months later I opened up launched wine library. com it was the second e-commerce wine business in America two years later I came home from school and I took over operations of my family liquor store business I grew my family wine shop I rebranded it from Shoppers Discount Liquors to Wine Library and from 1998 to 2005 in a seven-year window I grew that business from a three to a $65 million

business this is where it gets relevant to you the only thing I'm good at the only reason I have the luxury and honor to stand in front of you and have your attention right now the reason I'm allowed to do this is the ironic thing is unlike many of you I suck [ __ ] at 99% of business things I'm not that good at it there's plenty of things I'm very bad at but there's something I'm really good at and one thing that is recognizing that way too many of us in this room try to work on our weaknesses instead of quadrupling down on our strengths I've never tried to work on my weaknesses I've only 8X or 40x or 100x what I'm good at I triple down I quadruple down it's why I accepted being a dnf student what I'm really good at and what I want to talk to you guys about today is the thing that I've spent my whole career on the reason I built that business to a $60 million business the reason that I in 2009 when I decided to build my personal brand and write books and speak that I was able to build very quickly in a three or four year window and be one of the prominent figures in that space the reason that over the last 3 years in launching bayner media my social media agency B2B business that I've been able to grow it from a 20 to 400 person organization and from a three to a $45 million business in that time period the reason I've been able to do all that stuff the reason I invested in Twitter and Tumblr in 2007 and Facebook in 2008 and Uber four years ago and all the money that I make all the business good stuff that happens to me it's all predicated on one thing my friends the biggest thing that Separates Me From A lot of people in this room and in the world my advant the number one thing I see from the Facebooks and the twitters and the Ubers and the birchboxes the number one thing that I see now that I have perspective in having a 100 clients that do billions of dollars in their Fortune 500s the startup entrepreneurs that I meet small businesses because I care about that groups like this there's only one differentiator there's one thing I look for and every one of you if I'm going to do business with you or invest in your thing or have you as a client the one differentiation the one thing that's going to separate every single person in this room going into 2015 2019 2022 the number one thing I'm looking for is what I'm really good at is marketing in the year that we actually live

in and I'm going to let that sit for dramatic pause okay the biggest problem right now and Slash the biggest opportunity right now and by the way the entire rant I'm going into over the next 40 minutes is going to be dedicated on hoping to get one or two of you to actually do what I'm talking about because I'm real practical you're about to get really [ __ ] pumped for the next 40 minutes but then next Tuesday happens right and then you don't do what I'm about to talk about and so what I'm trying to do very honestly I'm being really open right off the bat I'm looking for one or two people in this room to understand what I'm talking about to understand what is actually happening to understand that the internet is the biggest culture shift in our society since the printing press we are currently living through the Second Industrial Revolution that everybody in this room including me who fancies himself to knowing what the [ __ ] is going on is grossly underestimating the technology and culture shifts that we're living through right now and that within that there is enormous opportunity and enormous danger depending on what you decide to do you in this room run your business like it is June of 2014 my gut with all du respect is you do not because I watch it every single day as we completely disrespect the fact that communication in our society has been shifted forever we are living through the single biggest culture shift you know why I built Wine Library from A3 to $60 million business while everybody was confused what that kid was doing was because when Google AdWords came out I bought the word bu wine and Cabernet and I own the word wine for 10 cents on Google for 9 and a half months before anybody bid me up that's why you know why because while every other idiot was making a catalog and shipping it to you in the mail in 1997 89 I started an email service when the first customers I asked hey do you have an email they're like yeah I do I'm like I'd like to join you for my email service this was being done in the store I'm like what's your email they're like uh AOL yahoo. com I'm like no that's how I was asking for email in 97 so while everybody was spending $4 printing their catalog to tell you the new this was out and then two bucks to ship it by the time you got it I emailed you 90 days 150 days earlier and you had already bought it and I spent no money on that email other than the time it spent me to write the email and then in 2003 when Banner retargeting cookie ads came out right and everybody when people thought cookies were the [ __ ] you put in milk you know I was doing that and realizing gez if I follow you around the internet with my banner ad eventually you're going be like fine I'll buy your [ __ ] wine right and then in 2006 three months four months after it launched when everybody was like what's YouTube I started a YouTube show and that's where my career really kind of took a turn what happened was I saw YouTube and I was like geez this is really a game changer I went all in at this point I'm running this business and now I'm starting this wine show where I'm sitting in front of a camera and I'm tasting wine and the first 80 episodes I'm petrified that I'm going to lose my clients cuz you know like it was such a new medium and I didn't really want them to know what my true personality was and all the things I really cared about and so I was kind of still doing my thing but then right around episode 87 I kind of be felt comfortable and became myself

um everybody thought I lost my mind everybody in my organization including my biggest Advocates thought I lost my mind cuz I was spending an hour taping this show and it was on this thing called YouTube and you know 18 months later everybody thought I was a genius because it started emerging as an important platform and this was 2007 and 8 and then it took another two or three years for most people in here to even know what YouTube was or care about it when you're early there's a land grab while many people sit around and try to look for the numbers and decide what the ROI is of something the action is happening and you know when I hear people say Gary there's a lot of risk and me jumping into Vine or SnapChat right now and I said to myself my God there's so much more risk for you not to and so it's offense or defense right it's not complicated what I'm confused by though is that people aren't living in the world we actually live in because the other thing is this how many people in this room by show of hands signed up for Living Social or Groupon two or three years ago during its Heyday raise your hands raise them high don't [ __ ] me good 70% so all of you remember three years ago how you couldn't [ __ ] wait to get $40 worth of sushi for 20 bucks right how was your best day to get that email for $80 nail treatment for $40 right you remember that how do you like those Services now you don't because the number one thing that I know more than the sun will come up tomorrow is that marketers ruin everything it's what we do and so it's true guys when I saw Snapchat I couldn't wait to [ __ ] up that little ghost I was pumped I was like cool all the kids are going to be on that I'm going to figure out how to sell them [ __ ] that's what we do that's how our brains work right and so that's what how many people here who have done email marketing or involved in email marketing within an organization or have historically been involved with email marketing any point in their career just raise your hands awesome so for some of you like you know newtimers in email marketing in 1998 I had 400,000 people on the email service of win library. com and I had 89. 9% open rates yeah and 71% clickthrough you know why cuz marketers hadn't ruined it yet because email how many people had email in 1998 and we're using it this is fun remember remember how you read every [ __ ] word of every email in 1998 you did it's just the way we did it marketers hadn't ruined it yet spam had come along the tactic of putting your name in the copy but it was like a different font and color that didn't make you feel good it made you feel like [ __ ] you know like all that and so like that is what happens my friends and everything I believe in right now Facebook dark posts Pinterest everything I believe in that dries business results right now will be ruined by 2019 it'll be more expensive and less effective and that's the cycle of every single medium in the history of Storytelling and that's the way it works and so I continue to be confused by people that debate what's going on while it's going on then finally jump in and believe in it and are getting diminishing returns and that's why I'm able to make money because I'm a fast mover because I'm not crippled by the notion of being wrong if the platform doesn't hit and most of all because I'm confused by this room and everybody else when they say well how do you know which ones to jump into I don't know how about the one that went from Z to 100 [ __ ] million users in 2 minutes how about that one I mean people are always like you're always so right like you're like I'm always like I'm not Nostradamus I'm like I just live in the world that we actually live in I was in a meeting with a Fortune 500 CEO who does $ 1. 3 billion in sales to 12 to 19 year old girls and I get went through my entire 2015 plan for his business I said look we have to shift a lot of our money into Instagram and Snapchat and Vine right and he sat through the whole thing I gave him all the numbers all the stuff that I think most of those guys like numbers and [ __ ] right all that good stuff I did all the right things I did it in Corporate Way because I really want him to do it because will really affect his business it'll be really good I was really excited and then the guy goes he goes Gary listen this was great he goes here's my problem he goes you know I don't really get Instagram and I said that's nice dick that's his name I'm sorry no that's his thing really it is um I go that's nice dick I go but the problem

problem is 200 million of your customers do the amount of people in this room who have made a romantic decision on not changing or evolving because of the way they grew up or the way it is or the one that I pisses me off the most the way it's supposed to be really you're [ __ ] God you know the amount of people that sit in this room and clearly if you're in this room you're winning you're a leader you're thinking about this stuff you give a [ __ ] you're trying you're hustling you're winning and the amount of people even in this room forget about the masses that have made an emotional decision the people in this room who've drawn A Line in the Sand because they're scared of going on the other side of it because they don't know it or because they're comfortable in the way they've done it the single best way to go out of business my friends is to be romantic about how you make your money I see it every day and so have you and here's where I get really scared here's the problem you've seen dudes like me before you've been to conferences like this before where the guy comes up and says this is coming I was this dude in 1996 as a kid I stood in front of a YPO event and said by the year 2000 all of you are going to come into stores with phones and take pictures of the product and it's going to show you every price of the product and this way price is now becoming the game all of you need to get into price and the rise of private label this is the game well here we are 14 years past 2000 and that is still not Behavior outside of a little bit of Best Buy Amazon Dynamics so you've seen what I'm talking about you've heard in seminars and in organizations and people pitching you books through the years of this is coming if you don't change you're [ __ ] and then you live and nothing happened and you start becoming cynical to the message and you're right here's what I'm most [ __ ] scared of what we are seeing now with the maturity of the internet cuz the internet has now hit a 20y year age and I know there's some nerd in the background actually Gary 1950 I know [ __ ] nerd but I mean normal people started getting on the Internet with Windows 95 right and now we're at 20 years now we've got a generation that grew up with it right how many people in this room do not remember the world pre- internet and I don't mean your memor is a little shitty I mean you're young do not remember the world pre- internet 1 two 3 four five six all right six people two were lying for sure because we've got six people in here do not remember the world pre- internet right think about that it's just starting and so what I'm scared about is what I'm going to rant about for the rest of my time and you're going listen and you're going to say my favorite things my favorite well my customers they're not on those things right that doesn't matter to me because my customers are not on these things how many people here in this room have a 14 to 22 yearold child raise your hand 14 to 22 perfect good

amount to all of you you remember this conversation 3 years ago hey little Ricky hey little Susan I don't give a [ __ ] how you talk to your friends but when your mother and father call you pick up the [ __ ] phone you remember that just curious how'd that work out for you and the reason they're laughing for the people that don't have children in those age groups let me explain exactly what happened there are grown ass men in this room who in the last 24 hours have texted LOL and OMG and little Ricky and little Susan are not such Geniuses they just have technology on their side and they're dragging us down my friends we are living through the youthification of our society if you look at the data of the behavior of the people in this room you will be blown away if you look at the average behavior of a 43-year-old woman her behavior and what she wears how she goes out what she buys how she communicates Maps to the average 29-year-old woman just 10 years ago it's incredible the fastest growing sector of selfies are 40 to 50y old women cougar selfies guys if you are fortunate enough to be in this room and you remember your parent at your age if you are fortunate enough to be sitting in this room right now and have the luxury and the love of knowing your parent at the age that you are now please for one second think about them do the math of how old you were please think about your parents right now at your age I promise you they were a lot older than you are the things they were doing the way they were hanging was much older and so what's happening is we have a room of Professionals in this room who say well my customers not on Facebook or Instagram maybe they're on LinkedIn right my customer's not on this that is the exact same rationale that Netflix put Blockbuster out of business with Blockbuster sat in a room and they said our data shows right now that people like going to our stores yeah thank you can you come with my can you come and tour with me I could use that laugh in that moment by the way are you really ready to laugh here's what the report actually said they like the experience of going to our stores because they like the ability to open and close and read the back of the DVD cases gets better they enjoy the Serendipity of possibly running into their neighbor this is what the report you know by the way that's my favorite part about reports and data when you have an agenda you can make a report do anything you want thank you and then finally they really like picking up popcorn on the way out I don't know about you guys but here is the experience I like laying naked in my bed and pressing one [ __ ] button every magazine rag in marketing right now is talking about the demise of Facebook at AG Can't Get Enough articles out about organic reaches dropping startups and a food blog wrote an article breaking up with Facebook here we are in June of 2014 I stand in front of you to be historically correct so you look back at it and say Gary was right no other reason because I don't really want to share with you my secrets but I'm lucky enough to know that 99% of you are not going to take my advice anyway and thus I'm just going to be historically correct and continue to build my brand which is why I'm about to tell you what like that one you like that setup it's just true it's [ __ ] true it's ridiculous at this moment right now if you haven't heard this term please write

it down I see some of you writing it down there's something called Facebook dark posts the official term is Facebook unpublished posts it gives you the ability to no longer worry about building up your Facebook page and then pounding those people it now gives you the ability to go on the back end of Facebook and Target every single person on Facebook as longtail as you want with data that I've never seen or could conceive before because not only is it Facebook data but it's data coming from the outside world you want to sell a used car how' you like to go in somebody's feed with your ad or piece of content who's used their AAA card three times this month because then you know for those 1,700 people you could write something like are you pissed at your car [ __ ] yes and so we're living through a moment right now June J 2014 where Facebook dark posts are the best conversion Dr conversion forget about branding and engagement the best conversion product that I've seen since Google AdWords in 2000 and yet all my contemporaries lots of the other social media experts definitely the advertising medium continues to pound and say Facebook down organic reach down and I just sit there and laugh and I remind myself my God thank God I've stopped talking about every other subject besides social media wine and the Jets because if this is what I sound like when I talk about health care and politics and food then [ __ ] I'm never talking about it again and that's what I mean we have a lot of people a ton of people who want to be pundits and very few that are practitioners that's it my friends just what's going on every single day that if

you were marketing in this world and you do not realize that Instagram right this second is the new Facebook that everybody from the ages of 13 to 40 put their attention to this platform but that you cannot functionality-wise have a link out from your piece of content which then cripples people with the notion of well how am I going to track its value while I sit in [ __ ] rooms and they're arguing with me how am I going to track the value of this Instagram piece of content while they pour Millions ions of dollars into print and outdoor media that are doing the same exact [ __ ] thing except it's doing it for a world that doesn't exist anymore my friends do you know that who here has run a print ad for their business or runs print ads in any magazine of sorts or newspaper for business I do who does raise your hands do you know us suckers that just raised their hands that we're paying eight times the circulation of that publication just in case Ricky leaves Sports Illustrated or the Philadelphia quir on the [ __ ] train and Johnny comes along and looks at it we're paying eight times the circulation because that article is going to be read eight times by people and if you think anybody's getting to page 137 where your 1/4th ad is in the bottom left corner you're out of your [ __ ] mind guys do me one favor when you leave

this conference when you get in your car and you drive I want you to look at five people five when you leave this conference do me one favor one you want to do me one favor look at five people when you're driving on your way home out of this conference I promise you here's what I know that I did Billboards all over 78 the Jersey Turnpike I did Billboards my whole career I like Billboards it's Grand it made my brand big right they're great but look every single passenger in those five people if there's a passenger I promise you is looking at their phone so you're telling me that a billboard in 2014 June 2014 is as valuable as it was in 2006 it's not because that same passenger used to just sit there and kind of like they're in a conversation but they maybe passively saw those images I've got something scarier of the five people you're going to look at three of the drivers are looking at their phone guys I'm literally because I do it for marketing it's actually changed my behavior I actually now drive my car with two hands for the first time since I was 17 years old cuz I'm so scared of you [ __ ] so my friends you think that a billboard is worth a multi-billion dollar industry you think Billboards are as valuable in 2014 my friends people aren't looking at Billboards they're barely looking at the [ __ ] road and that's where we're at

commercials my clients spend billions of dollars how many people in this room in this year in 2014 are watching everything outside of live sports and live event shows on their time DVR TBO Netflix on demand HBO Go please raise your hand if you watch your TV consumption or movie consumption when you want to watch it in one of those formats raise your hands and don't get lazy because I want to get a real sense talking about 85% of this room maybe more just curious how many of you in 2014 have fast forwarded every single commercial raise your hands guys we are sitting in a room that I think we can all agree is not a high school crowd right and 85% of this room is doing everything in their power to escape the consumption of a commercial in a world where they're spending $55 billion producing and distributing commercials and even if you're lucky to get your commercial through to the 15% of the people here that are not doing that even if you're lucky enough that a commercial gets through because you dropped your [ __ ] remote off your bed even if that Rarity happens everybody in this room the second something goes to a commercial goes for their phone and

checks their email or tweets out their two thoughts on the Desperate Housewives of Orange County or more importantly I was at a bar I've been a big proponent of spending money on Sports television but I was at a bar last year for the NBA finals and LeBron did something ridiculous and it went to Commercial and I watched every single guy damn person in that bar go to their phone and go to Twitter or Facebook to leave their two cents we live in a world now where our customers definitely the ones that are growing up and soon to be us as our Behavior youths down we live in a world right now where every one of us thinks that our two cents on every single thing is for the record publicly we've got to add our two cents the rise of two cents right and so when you're leaving information you're not consuming information my friends this is all about supplying and demand of Storytelling the supply and demand the one thing that binds every person in this room you I have no idea what you all individually do B to B to C you know whatever you do whatever bind the one thing that binds every one of us the one thing in the context of business is before you tell me how great your thing why I should jam with you buy your thing do business with you before that the one thing that binds us is before you tell me your story you need my attention and we have a very big problem right now in 2014 in the supply and demand of attention because there's way more stuff and the day shrinking quicker and we're valuing time more and more how many people in this room are willing to admit by show of hands this is a tough one so don't [ __ ] me how many people are willing to show and I don't want some of you going to do this so let's own it how many people in this room are willing to admit that they have now gotten to the place where you actually get pissed off when somebody actually calls you raise your hand can you guys turn on off can you turn off the turn up the lights like I want everybody to see this is insanity and turn them up like I want everybody to I don't know if you could turn the actual lights in here you got to help me here as a matter of fact this is so insane I need this one can you guys do me a favor I know this is a little bit of uh I appreciate actually let's keep it this way because I need the faces I feed off their [ __ ] Faces by show of hands how many people in this room have gotten to the place where they actually get pissed off when another person calls them one more time hi I want people in the front row to look at this I want this is the highest percentage I've been doing this for about six months now this is now by the way every single talk it's growing every single talk when I did this 18 months ago I almost got boot like people were like you're pushing a little far guy right and there was like a couple people almost half this room is mad when another human being calls them that is because quietly unbeknownst to you if you're not paying attention the number one thing you Val besides the health of your family and money is your time and time is money is a classic saying but this is different again because it's is not a high school crowd

and only six people remember the world pre- internet do you guys remember because I sure do remember when work actually ended in a day remember like I used to think I was a workaholic I used to come into the wine shop at 7:00 a. m. and leave at 10: p. m. but I still had time for myself at 10:15 when I got home that game is over every everybody thinks you're on the record at all times my employees my business partners my investments they think if they email me at 11:14 p. m. that I should be responding at 11:15 that is the expectation that is what's happening that is the world we live in how many people have started texting or getting text from people saying can I call you it's so interesting cuz you know what happens we evolve right because we're starting to realize this you've become considerate I would really take the lights back if you willing to give it to me unless I'm screwing you up because I love the faces um because we realize it we're now becoming considerate because we know it's a value prop I how many people are familiar with Uber the car service Uber real quick so one of my great Investments even though I passed in the first round left a lot of money on the table but got in a little bit later I always say I invested not because they were a transportation company because they were selling people time you know if you're a New York City ever it's amazing there's no better transportation and because you can get an Uber in a minute instead of a cab in four minutes serendipitously or you might get it in a minute even the chance of losing time you're willing to pay double we are living through the single biggest culture shift of my time and what's happening in this room is you're spending money and time on dumb marketing if you cut 25% of the dumb [ __ ] you do day in and day out because you've always done it because it's what you think is right or how you thought it was or that your customer wants it this way if you cut that 25% of dumb [ __ ] and you invest it into where we're going or more very honestly I'm positioning it that way I'll say it in a different way where we are you will win there is a reason that the government spends an ungodly amount of money on the military there's a reason it spends an ungodly amount of money on Green Berets and Navy Seals tanks and traditional Warfare don't solve everything you've got to have new stuff and you've got to do your Navy Seals work you may think that Twitter is dumb Facebook's not cool anymore or who's there or my customer is not there you may think that but every piece of data and every growth of every company in America over the last 18 months proves you wrong and that's it how can I convince you to mark it in the year that we actually live in that is what I ask you how can I convince you that the attention of our consumer every day goes more here and less here how can I convince you that I'm a networker by trait and that I use Twitter and Facebook as a gateway drug to get to this evening that I have relationships with people that I see once or twice in a blue moon but because of the digital presence and engagement that we have deeper relationships than the nature of the time we've actually spent together so that when we actually try to do business I close more business because I've been contextualizing and networking digitally and emotionally at scale using the tools that are afforded to me in the world that we actually live in and so you are more than welcome to continue to draw lines in a sand and say not my industry not my customer not us you're more than welcome as a matter of fact I'd prefer it more for me but I implore you to start paying attention because we are living through the biggest culture shift of our time and if you have the audacity to sit here and think that things that have overthrown governments in the Middle East that had dictators for 40 years is not something that is affecting your [ __ ] business then go ahead not me thank you thank you so much so uh I left 15 minutes for Q& A because that's philosophy that's Theory that's my rant that's my gospel but practicality is what I live on please don't let this Sizzle confuse you for the stake I don't build $60 million businesses on my Charisma or my jersey mount