Everybody. Before we go into today's podcast, I wanted to say that a new book is coming, the follow up to Jab Jab Jab Right Hook. Originally called Jab Jab Jab Left Hook. But I finally captured what I've been doing for the last 20 years as an entrepreneur, as a creator and influencer, as an operator marketing company that works for Fortune 5500 companies.
And really the punchline what I'm seeing in society which is day trading Attention how to actually build brand and sales in the new social media world. I'm really proud of this book. It goes so detailed, it goes macro and micro as I like to roll. And so if you've not picked up a copy yet, go to garybee.com dta which stands for day trading Attention, the updated version of the marketing manual for your marketing team.
Definitely be a social media person that runs your stuff. You can book for them and definitely the marketers and Fortune 500 for your staff and the entrepreneurs and creators and influencers who try to build something for themselves. So convit hope you enjoyed as much as I enjoyed putting it together, the manual that we are going to give to everybody who enjoyed main media to read and hopefully the manual to the modern marketing world and especially social media. First World Day trade attention out this May 2024.
Pre order your copy now. I believe marketers and businesses are going to regret the living out of the social media free distribution era. And that's why while we're still in it, I'm yelling at the top of the mountains like please go get your attention. Look, there might be another invention but I do believe that in the next 15 to 20 years we're going to be in VR heavy.
And when we're in VR heavy, Social's dead. And I don't know if Apple, Facebook or Amazon or Google, whoever wins VR if they're not in the mood to give you free awareness. But guess what? People are going to talk about how there's gold and you're a free awareness and we all fucked up and did go hard enough.
You know, people have a breath like ah, I wish in college I went to more parties because now I can't or like ah, I wish I spent more time with my dad. They just passed. Now I can't. I want this for everyone because I think it's going to go away.
Attention is the number one asset. Gary. Vee. What's up brother?
How are you my friend? I'm good. You know, life is good, I cannot complain. No one will listen Anyway, life is good when you decide it's good.
That's right. We control our own destiny. And what we think about. It's actually scary how much perspective is the punchline, right?
Like there's. For every person listening, there is. There are millions, if not hundreds of millions, and probably for listening to this, billions of people. Actually, definitely billions of people on earth that have it, quote, unquote, worse than you.
There's 850 million people on earth that don't have access to clean water. And some of the people listening to this podcast this morning was complaining that their flight was delayed for 30 minutes. Yeah, you know what, Gary? I just thought about the pothole that I cursed out.
Right over here to my office. I dropped one mile of work, brother. You need to make a video of you filling that pothole in the middle of the night and post it on Facebook locally. And I can become a local hero.
No shit. I'll send it to city council. You know, they get my taxes. I should fix this one pile.
I'll do it for them, for the sake of. The sake of the whole town. Gary, what the hell's new, man? I mean, you got your hands in so much shit.
Like, I don't even know how you keep. I have my hands on a lot of shit. And I watch you and I'm like, how do you keep your head straight? I think for me, at this point in my career, I have so many right hand men and women, right?
Like my. I'm in an earned, luxurious place of eating a lot of crow and putting a lot of deposits down over the last 30 years, right? So at 48, you know, when people are Vayner Sports and Veefriends and Vaynermedia and Vayner X, there's eight companies under it. And then the pickleball team and then the Restaurant group vcr and you know, just like to your point, there's a winetex.com, everybody, can you buy wine winetex.com Sign up like that.
Like, they see it and they're like, how? And I'm like, well, A.J. my brother Marcus, who's been with me for 15 years, runs the Sasha group. Kaylin McNamara is my chief business officer for Vaynerch.
She's been here 11 years. Hannah's my chief of staff. She's been here for 10 years. Claudettes, HR for all of it.
10 years. Mark Youngkin, general counsel and conciliar and COO for Bayrex, 16 years. Random work. He's my best friend for the last 34 years once in wine business.
Ryan Harwood's my GM and partner in the pickleball team. 13 years. Like, you know, you know, you're young in your journey. You're a youngster as you make.
This is the reason people don't understand. If you want to build something meaningful, it's only relationships. If I had people that I just hired a year or two ago in all the rules that I just mentioned, by the way, there's another 50 that I mentioned. They're here seven, 15 years either running departments, offices, or important things.
And Ky wants me friends. Thirteen years. Sid runs my personal brand content. A decade, like, that's how you have four, six, you know, like it's, you know, build a culture, do right by people, give a shit about them.
Create longevity. I don't want people listening. Like football, the way I do American football. But if your offensive line is intact, the same offensive line year after year, watch how good your football team will be.
Not real anymore with injuries and free agency, but Jesus Christ, that's how it takes a village and requires you to love them, not they work for you. And that's where everyone gets it fucked up. When you're a boss, you work for them, not they work for you. And the day you figure that out is they start creating continuity.
And then you start creating continuity. You start to build a blueprint for scale. Amen. I learned that the hard way, man.
I did, you know, my time in Madison Avenue in New York, you know, late 20s, early 30s, and it was me, me, me, me, me, you know, And I thought, you know, I could carry the world on my own talents or ability or, you know, whatever the hell. And you get grounded real quick when you cannot grow, you can't do what you want without others, without a hell of a team. If people don't like you, you're in trouble. That's right.
And people are never going to like someone that is only in me life. When you flip that M and you go me life, it gets real good, real fast. And then as a complex, thoughtful leader, you start to understand. Some people want money, some people want a title because they're insecure, they want the status.
Some people want work life, balance, by the way. Some people use people, they want challenges of different things they want. Some people want to travel. So, you know, I mean, I don't know.
Like, I'm not in the business of judging what my employees want. I'm in the business trying to figure it out. Yep. And it sounds like you're doing a pretty good Job of it.
Yeah, a lot of longevity there. I saw Claude post yesterday. It was like 10, 10 years. I was like, you know, your cheap people officer hanging off for 10 years, that's.
That says a lot in a real way. And, you know, it's the thing I'm most proud of. It's also the thing I'm most disappointed about in my career. I would have more people to name for you right now if I had the ability to be canderous to my employees in my 20s and 30s.
Gary Vee, the one that all of you know, if you know who I am, he built himself on candor. It's my greatest friend. I'm trying to tell the truth, both in the macro and the micro. Right?
In the macro with like all my mindset stuff and the micro. That's why I wrote the book this. Did you get ride? Oh, yeah.
Did you read it or can you see it on the screen? Read it or you? Or neither. I don't care.
I got about three, four way through it, brother. So you agree with me that is a textbook. It's detailed. Oh, dude, it is.
It's the. It should be in every school, in every business school. It's, it's, it's more. Honestly, as I read it, I thought more like curriculum slash.
I was coarse. Like, it was so. It charts and so that's what I thought. I was like, it is.
It's like a damn school book for how to own social media. It's not social media. It's market. I feel like that.
Yeah, it's market. It's like, go where people are. Yeah, it's to that point. So, you know, when I think about things, I'm trying to bring value.
Right. That is, that is the number one thing I'm thinking about at all times. And so my candor is incredible in. Because you don't give it.
You can't really bring value as a public figure in my private life, both personal and professional. But sticking up professional, my inability to communicate when I love someone and I'm a lover boy. Meaning, like, you worked for me for a week and I think you're a good kid and you got something. I'm like, we're family.
Like, I go. I'm like, uncle Gary. I'm very into that. Coach Gary, guidance, counsel Gary, Big brother Gary.
I love that shit. It's my gift and at times my curse. And when I say my curse, it made me not be able to tell people that were bad at their job that they were bad at their job. And and then what would happen is I would get resentment because I wasn't communicating.
And then at some point, I would fire them sloppily because I didn't give them enough feedback. That is the great scarlet letter of my professional building culture career. I feel like I've really super nandif. I think.
I think I will be revered. I believe that. And that's a ridiculous thing to say, but I really do think when I'm old, people, when they look back at all the footage, people realize that empathy and kindness, people that words that people thought were like, soft sipsy stuff in business land, that I look at as like a real thing, not because I'm altruistic, but because I want to fucking build businesses and build empires and it requires it. And I think people look back at me being a contributor to the evolution of finding that middle.
Now, the problem is when people hear me say this shit, sometimes they think that I'm talking about entitlement. Right. You know this. Right now, the biggest issue for businesses, mine included, is you've got employees who don't want work and get paid.
Bingo. And so I just want to say real fast, when everyone hears me talking about kindness and all this nice stuff, I'm not talking about, like, eighth place trophies. I'm not talking about entitlement. I'm talking about finding the middle.
And. And I'm passionate about that. Yeah, well, I think you've found a pretty good balance of it. You know, I am going to come for my check, though.
I lost a million dollars found with my passion in the car business in 2014, and that shit didn't work. Yeah, I had Carvana's idea. Before Carvana, I just didn't know how to operate. I knew how to market.
Yeah. I'm a marketer. You just explained that I was actually right. Right.
That all your passion almost led you to Karvana. It just sounds like you weren't good enough to pull it off. I wasn't. Passion's always right.
Because if I get more, you know, this, you're like, look, I. I love marketing, so I love Vaynermedia. You know, I love wine collecting and trading cards and, like, it's easy for me to do well in things that I love if, you know, look, I'm a salesman, I can sell anything. But if you like something more, you're gonna do it at 10pm to midnight because it's your hobby.
And if you're doing something you don't love, you're not. It's not complicated. And so Passion's a great way to go. The problem is you have to be good enough.
Yep, exactly. That's the thing. That's a slippery slip, though, is someone who's been like, you know, growing. Especially podcast stuff.
It's great to see from afar when you read three fourths of the book so far, without me being curious, what was the biggest, like, moment? Like, oh, shit, that's how it's being. Or aha, like, did anything strike you? Yeah, I'm gonna give you a quote.
It's because people tend to dismiss what's underpriced today, instead focus on what used to work in the past or what might work in the future. The process to continue to underestimate what's working right now. And that was my favorite quote from the book because it was. I.
I feel like I'm progressive, you know, I mean, if you're the king of progression, I mean, I'm on the second tier and so I believe it. But then I start looking at the sacred cows that I have and I'm like, I need to fucking get over that shit. You know, I've been late to the game on TikTok, even though I know it's big and I know that it's underpriced, but, you know, and so I'm guilty of it. But that quote alone, that scenario, is it that how many followers do you have on Instagram?
200,000? Close to that. So is it something where you're like this great number on Instagram, like 200,000. Like, are you worried from a brand perception standpoint, if you want to take 83, it makes you look smaller those first couple weeks and months.
No, I don't give a shit what you think. That's a huge one for people. They underestimate the upside for the short term worry of brand. Is it because you did the cliche thing of like, oh, just teenage girls and you just couldn't get out of that mindset?
At first it was. And then I started posting and, you know, hit off. It was a couple years ago, but then I became self aware that I wasn't doing it right. And I stopped and I said, I'm not going to redo this until I get the team around me to do this right.
And now I do. So we're about to go back at it. I think that's a much better answer than most. Yeah.
But the reality is, and why I circled that quote, why it stuck with me, I was reading, is because I think that's what most brands and people are Stuck in though is the sacred cows. Either or the future. I talked to somebody the other day that fits this perfectly. Stuck on SEO.
Right. And infatuated with AI and no conversation. Social. Yeah.
Right. Like tried and true. I'm like tried and true. Yes, SEO works, but it doesn't work the same way it worked in 2004.
AI. Yes. But like you don't even know what you're talking about yet. And your industry's not even affected by it yet.
And like, meanwhile all your action is on posting on LinkedIn properly and you haven't posted on there once yesterday. Evatu tomorrow, sucking out today. That is union of 99%. Yeah.
And they get exactly what you. The point you made. TikTok can't generate leads like this. Instagram doesn't do LinkedIn like that.
Like. And they get two. It's all excuses like let's be honest. But also what a lot of people understand is.
And you just broke it down this one. Jump in. I want everyone here is. You just talk about someone who's a salesman, not a marketer.
Yeah. What most people don't know about themselves are listing right now is their sales people, not branding and marketing. Like, like, you know, when I was coming up the game, everyone's like, oh, Gary doesn't get it. He said he's not doing funnels.
He's not doing. They didn't get it. I was playing chess. They were playing checkers.
Like they were looking for short term arbitrage. I was playing long term brand. If you're listening right now, I'm saying it's not because I get leads. You're a salesman.
Yes. Which is by the way, I'm a salesman. I like that. But you know who sales people are?
People that don't know how to do brand and market. Yep. They have to be left with sales. And then you know what the 98% of the rest of the world is?
They can't do either. Which is why they work for salespeople or marketers. That's right. Where's everyone's out.
Everyone's outcomes today. Damn it. You know, and everybody's impatient. You know.
Look, you know who's getting outcomes today? You know how they did it? Building a brand. Exactly.
You know who's getting outcomes today? This right here has been doing the show for six years and Gary B's now sitting in front of me. That's exactly right. But that didn't happen six days or six months ago.
It's the game, by the way. People are like, oh, Gary, Okay, Nothing like, I worked every day at a liquor store for 13 years to figure out how things market. And Brandon, like. And before that, I spent my childhood in marketing and selling.
Like, I don't know. I think Malcolm Gladwell's thing was 10,000 hours. Whatever. 42 years of trying to sell or make science or build brands.
I do school like that I gave it none of my time. Whatever. 42 years subtracted by seven hours a day. I'm sleeping on average.
Whatever that math is. That's how many hours I put into this crap. You got the. Hey, that's what I'm saying.
That's why I've always. I'm agree with everything that you say, but I've always respected the hell out of you because you live exactly. You preach and you do. If you really watch what you're doing here, you've always done what you're telling other people to do.
That's the secret. Guys, couple things. One, I appreciate your open line. I want people here.
No one should agree with anyone on everything. It doesn't make sense. We all have different life experiences. We end up figuring out, by the way, we also all change our minds.
Many people have written to me that they didn't believe something and then they believed it, or vice versa. That this is why I called my attention to somebody the other day, said, hey, I watch this video. I've been trying. It's not working.
I replied like, bro, did that in 2009. That video's in 2009, just changed. And so, you know, we should. And I appreciate that.
I really do. I'm scared to be wrong. So I talk about the things that I know or the things that I'm living, and I stay in that pocket. The biggest compliment I ever get on social media is normally when someone's trying to troll me in the comments.
They're like, gary B. You say the same shit. And I reply, I'm like, thank you. Like, what do you want me to pick up?
I don't believe in. Just say something different. But that's. But what you're doing is the epitome of what you're preaching, which is brand and brand.
You play your greatest hits over and over again and you're literally, you know, because if you're not consistent, you can't build a brand. I just work for Rolling Stones going on tour, these friends, like three weekends in a row. But to be touring as a rock star for 50 years, I don't know how the they do it. But I digress.
I think it Was legal drugs? Yes, yes, I do. I will say this. So I'm a father of four boys.
Yes. And I had like a couple things I had to get in on top of this. I was like 8 to 14. And they're into trends, but they're not into social media.
I don't really not be allowed to do it per se. Balance that. Like, what's the. But I know being in the business like you, it's good, it'd be great for them, you know, but it starts with knowing the kid.
Right. First of all, that's epic. Having four boys between that age. Honestly, that's pretty.
You should just be filming that. That's pure entertainment. Those characters. We're doing everything, you know.
Yeah, it's awesome. As you know, out of the four kids, I'm sure if I said to you, you have to, you have to have two of the kids be on social media 12 hours a day. It's now law or you'll go to jail. You very quickly right now already know which two can handle it better than which two.
Yeah, right. So you know the thing, first of all, every parent can do what's right for that. That being said, I do think we need to be a bit more thoughtful than just demonizing it. What is social media today is amateur hours.
What they're dealing with in their 20s and 30s, the cell phone and social media today when they're our age is going to look like the beeper and the CD rom. It's mundane. When everyone's like, oh, I got to get out of the phone. Like I gotta get out of the phone.
I gotta see the real world like hours a day. You know, the world's gonna change. And so I think it's a balance. I think the answer to question is very simple in my mind, friend, which is the sooner you can build actual self esteem in the four of them versus fake self esteem, the better they will be able to handle anything.
When they finally do get to 16 or 15 or 19 or whatever, the rules are your house and they're allowed to be on social and they post their first thing and people say they're ugly, they're stupid, they're idiots. If they have actual stuff to see, they'll be able to deal with it. Yeah, that's the key. And we put them, we make them do tough challenges, you know, like we don't shelter them.
And that's, you know, they have to, they have to be on their own merit at times and see success from it. And so. But no, I appreciate that input. So talk with Gary Vaynerchuk, author of Day Trading Attention coming out the 19th.
I believe in that. Right, Gary. We're like, I think days away. We're releasing this, I think just before the episode.
So go buy it. Amazon all the locations, we have all those links. Gary. I mean, it's obvious to me, you know, like why you wrote the book.
It's, it's the guidebook for attention marketing today now. But you know, how do you implement? How do you get your own dog food? Like what's, what's your process for staying.
You got the team, I'm sure. But stay ahead of that attention curve. It's three things. It's team on team and me.
Meaning there's me and I live this. This is what I do for a living. There's my team of 30, 40 people, Team Gary. We're constantly flowing and WhatsApp thread.
What's working, what's not working, the analytics. The first three seconds of the video. Like it's so cool to be on the show knowing there's not a single person listening right now. That should not buy this book.
That's insane to me. And I'll tell you why. Because somebody's listening right now and they're a principal of high school. If they're listening right now and they're a middle manager in a corporation, if they have a nonprofit, if they're a board member of their country club.
No matter who you are on earth, knowing how to get people to hear you for whatever you care about, raising money for a non profit, selling T shirts, getting people to use your auto body shop, buy your new tequila, like whatever. It's so cool. That's why I'm so excited about this book. I know everyone's gonna value and that's why textbook.
Because everyone, most people can learn that for that. Ironically, I want to do that anyway. How do I do it? It's waiting for a living.
It's working for 12 hours a day. But I also like to give people context. There's 50 people that work in a department in my company called the PAC department. Platforms and culture.
All they do for a living is pay attention to what the platforms are doing, how the algorithms are working. The best way to get 50, 000 views instead of four views. The best way to get a million views instead of 100,000 views on every platform. Snapchat, Spotlight, LinkedIn.
I'm one of the few humans on earth that were over a million followers on all the platforms. Pinterest, LinkedIn, Snapchat, YouTube, Facebook, Instagram, TikTok, like Twitter, like, like I believe that all these platforms have way more attention than people think. Way more. And I believe that being the best at it matters.
And so how do I eat my own local food? I like. Here's how, I'll show it to you. I know this probably audio for most people but like for example, literally this morning, 8:34 this morning, right?
I wrote the copy personally for my post on Instagram, right? I'm in the gym. I'm in the gym. I'm the one.
There's no steroids here. There's no, there's no taking a young person's blood and transfusing it into me. Oh come on. You had a vampire facial last night.
But I'm fucking, you know, I'm fucking in it. And I want to be the best in the world at it. And then I'm very lucky. I also lucky.
I built a 2000 person global agency. It's one of the biggest, best social media and overall marketing agencies in the world. So I have data. My company spends billions of dollars, Ryan, on media, on social media and media.
Billions. You know, much information I've seen and for everything, chicken wings and sodas and hoodies and airlines and all of it. So, you know, I'm in a very unique position of seeing a lot more than the person you see in your feed that's giving like an Instagram hack that's looking like a professor. And I like those characters.
I think they're doing a lot of them are doing decent jobs, but mine is so omni. I'm unique in that, like I'm sitting with information that is like incredibly rare. There, there are no. There are zero humans on Earth that have a 2000% global agency.
Global Latin America, APAC, Europe, and they themselves are one of the most established content creator personalities in the world. I am that person and I'm very humbled by that actually. And I'm so humbled by it. And I was so parented well and I'm such a weird character.
Do you know what my team feels about this book? The. My agency's mad at me for giving me away. And I'm like, guys, this doesn't.
The information can't sit with us. It doesn't sit that long. It's day trading attention. It's going to change, but we've got to read the principles.
I'm going to tell them there's not one person that doesn't follow this that won't get results similar to best practices. In health and wellness. I promise everyone's listening. If you cut down your carbs and sugar and you go to the gym and actually start doing, you know, strength work, your body and your physicality will be better.
Two years later I lived it. You've seen my videos. I lived it. Yeah.
And I got the emails from Brandon from wine Library from 2009. I was going through all my, like, I did the Gary Vee search through like I, like, I don't know if I know Gary Vee. Like I look, I got Brandon's email sending me a wine list in 2009 I think. So when he brought his name up I was like, I totally don't.
Yes, yes. Day trading attention with Gary Vee. So you brought up 2,000 people. I asked, I asked my community.
I was like, what do you want? What do you want from Gary? Repeat question. It's all about AI, right?
Go figure. So what industries, including your own, because you got to think about, you pull 2,000 people and marketing, advertising will be impacted, has been impacted. So what are the industries that you know are getting most impacted and how do you reflect on it as relates to like your company? Advertising?
Yeah, Marketing. Yeah. Like we're right at the forefront of this. We're the bookstores, we're the taxi cabs.
Like if you're an Adobe designer, if you for a living design images on Adobe for an agency, you better wake the fuck up. Like you've got a few minutes here because we got to figure out copyright and trademark law. Companies are going to be the big companies that use agencies are going to tread lightly. But it's coming brother, it's really coming.
So I think a lot about it. This is why we spend so much time on strategy and thinking and not just being someone who makes something a ton of tele time we get paid for our brains than what we make. But I mean to answer your question, everything if think about the last 20 years. Everyone who's so proud that they told their kids to become coders and developers and they got on to make good money and now you can already see the early stages of like wait a minute, five years, am I gonna be able to build an entire website by talking it out and then an AI will just write the code like it's.
I mean brother, I'm even worried about the only thing I've always thought I had, which was my brain. I believe that you can map everything that I've ever said and that eventually the machine learning and the technology will get so good that I believe at some point, everybody on Earth can think the way Isaac can literally get answers to how I'm critically like, what is Gary B. Thinking about this? Let's say I'm thinking about Shmonga.
It's a hot new rap. What does Gary. What would Gary B. Think about Shmonga?
Enter. And that because of everything I've ever said, I'm machine learning all the work, that the answer would actually be the answer. Exactly. That's.
If you aren't thinking about that, if you aren't, if you haven't made that connection, you're fooling yourself. Like, if you haven't thought that deep down this rabbit hole. It's why I've always said this. The ultimate is brand, because it's the only thing that's left after everything gets commoditized, which allows you to pivot to whatever is left.
Gary Bees carrots. Organically grown. Good for your health. Buy now.
Toilet bowl. Whatever I thought about, you know, like, blue collar stuff. Yeah. I mean, look, to me, it's like, you know, for me, as long as I believe in it.
When I did Empathy Blinds, I believed in it. I believe that with me friends. I'm building the next Pokemon. Meet Sesame street with this book.
When people buy this for 20 bucks, whatever it is on Amazon, I'm like, oh, my God. Like, they're like, how do they not get 28 in value within the first second? They're going to do one. They're going to change.
Everybody's gonna change the way they make every piece of content. The first piece of content, instead of normally getting 800 views, is gonna get 8,000. And those 7,200 questions are worth more than 20 bucks. Like, that's a great feeling.
People like, hey, Gary, I'm scared of selling. That's because you don't believe what you're selling. I'm scared of selling, too, if I don't believe in it. One of the reasons I'm so weird and saying different things that a lot of people is I don't know what to do with.
I don't know how to sell something I don't think is right. What do you do? Yeah, well, authenticity, you know, that proves that you are authentic, doesn't it? I think so.
I think. I think it really matters. I really don't understand. This is what my argument is with a lot of people, Madison Avenue, who are thereby.
Yeah, they sell shit they don't believe in. Do you really think if you're sitting right now in omicom and selling banner ads on the web that you as a human think that's a good idea. Like if you're selling like, like you really think the best deal for marketing is a billboard outside. Do those people really think that?
Hell no. They know. They know. I think they know.
They know. Let me ask. I did this question and I'm gonna talk about couple pages, a couple of these charts and shit. Okay, Brian.
Outcomes. Attention. How do we, you know, I have friends that go, well, you can, you know, take your shirt off and run around and get attention all day. What is that?
Attention? How do you turn intention into intent? How do you turn buzz into bite? Having the product or service that people want asking.
This is a follow up to Jab, Jab Jab right hook. This book was originally called Jab Jab, let's hook. Instead of being attention to your buddy's points, like, if people look at you because you look. Being attractive is a really interesting concept to me, right?
So like, I think about why people would stop and feed, right? There's. And really, why would somebody sit. There's humor.
I think we'd all agree that humor is like a great place, right? There's a trap in this. I don't think this is gonna confuse anyone, right? Yeah, there's.
And there's what I think I've lived on, which is like value of information. And I think those things in macro and micro. There's some people that are very good at perspective and mindset and blueprint. And there's people who are very tactical.
I played both in a lot of ways. So when your buddies go, well, easy for you, right, to get attention. Like, look, if Rye is selling, if he's got his shirt off and he stopped, but he's selling with B2B SaaS products and none of those people then what we achieve. And that's true, but if people stopped, and this is why I think people don't mix their content enough.
If someone stops and you're looking all Diesel's fucking packs and they click your account and the prior post is you talking in detail about a B2B. Just think about how wild this concept is. SaaS product for enterprise corporate. If three of the thousand people that stop to look at, either they want to look like you or they're attracted to you and then click that other one, what is this?
If three of those thousand are actually in that industry, one of those three may lead to elite. So. So I think where people get hurt is they do content for the sake of getting attention, but never have the other part of it. And then they don't do the other part of it because their grid doesn't look good or it's not on brand.
They don't get it. They're in the business of the academia of marketing or the insecurity of marketing. The reason people don't put out content that will help them sell more stuff is they know it won't do as well. So they keep putting out photos of their abs or their ass.
Yeah, right, because they want a thousand likes or they want a million likes. Yeah, yeah, exactly. It's all just high school. It is.
I'm on page 72. Literally a chart. Amplification spending against what works, aka not wasting a penny. Teaching you how to literally make sure you double down.
What's going to double down? What you're learning. It's kind of a learn cycle away. It's like, okay, what are we learning and how we double down on it.
I'm simplifying. Yeah, it's. It's the organ. I'll make it very common sense for everyone.
I think you've been paying attention to everyone's listening. Social media change three years ago. It's now about the individual piece of content, the TikTok application of social. It's not like when I grew up in social, where you try to get as many followers as possible and then a certain percentage of those followers see the content.
Ryan's got 200,000 on Instagram. I have 10 million. Both of us can post right now, today, and he can get twice as many views on a video than I can. If his video hits right versus me putting out something that really does not hit right.
That is insane. Once you know that that content hit right, the algorithm has mitigated the biggest risk in marketing, which is the creative. Once you mitigate the risk of creative, you can then decide you want to amplify it. More importantly or equally important, you can also extract insights from it.
Why did it do well? That's like why I spend all my time on ride. I'm obsessed with why, why, why, why the most successful people are the curious people. Like, that's what it is.
You got to know why your. Your body, your mind, your soul, your being won't let you not ask that question. Yeah. And especially towards the human.
That was always what I like. That's what I got. That's why I became like, I'm just always curious, like, why? Even though I didn't know that bullying was based on kids that were unhappy at home, even in third grade, I was like, I naturally felt bad for the bully.
I'm like, something's wrong. And I was scared of the bully like everybody else. And the bully back then in the 80s in Jersey and third and fifth grade, they were big kids. The Williams brothers, they were big kids.
I was scared of it, but I fucking knew in my heart. I'm like, nah, they're not beating the shit out of all of us for just kicks and giggles. There's something wrong. Why?
Why? People are mad at their boss for being mean to them, even though the boss has always been decent. Ish. And now they're like, oh, my boss is a dick.
Now I hate him. I gotta get out of here. Fuck him. And they don't realize the why is.
Well, a month ago, he found out that his spouse has terminal cancer. And he hasn't told you yet. So why don't we give people the benefit of the doubt in the story that I just told? Why would you, if someone's been good to you for five years, were solid or at least neutral, that at the first turn that they were not as good as normal?
Like, it wasn't good? Why do you immediately go to, I hate that person. I'm done. I'll tell you why.
Because you yourself are insecure. You're not a good enough place to have the compassion. Like, wait a minute, Johnny's been decent now he's like, really not riding me this week in a nice way. People are selfish.
They go into what they're feeling. To me, that logically is like, something's wrong with Johnny. Empathy. I'm very bullish on it.
And that same ability in human interaction helps you be a good salesman and marketer. The reason I put out good content is I have a good feel of what the world is looking for right now that I feel that I can contribute to. There's a lot of things I know that would do well, but I don't think I can contribute to. I don't know as well, because I'm natural to me, you know, I'd love to speak a lot more.
Here's one let me give you in detail. I would love to talk a lot more about grieving. I think it's a big subject matter. Yeah.
I just have been fortunate and unfortunate that I can't speak to it. Here's why. Fortunate because I'm 40 years old and my mom's mom, my grandfather I really knew. My great uncle Misha was a father figure to me.
That's where I'm at. My great grandmother, when I was little, like unfortunately so many of my family members died before I. Both my grandfathers, one of my grandmothers so you know I'm a small family holocaust stuff like that. So you know I, I, I can't speak to a brother.
I have thoughts on it but I just don't feel comfortable. You know I can observe from afar but that's what we were saying earlier. I like to talk about stuff I've lived, you know. Yeah one day I will.
One day unfortunately I will and I have a funny feeling and 30 years off content on it because I think it's a big one out there. Yep, it is. I mean social media is made us more connected than ever but yet disconnected from some real discussions. Well that's because we're incredibly emotionally vulnerable as a society.
We the last 35 years of parenting specifically has been incredibly bad at getting people to be comfortable with discomfort. I mean I hope you're 14, your 84 year olds don't have a place for you. Dude, you're saying from the playbook man. As soon as I came home with the, you know the medallion that thing went in the like bottom of the trash can.
Like not into it for them but like that's not, that's not hanging out. You know there's a really positive way to wrote in trash can. Like it doesn't have to be like cliche like oh alpha dickhead dad. No, no, talk about it.
Yeah talk about the reason kids are more grown up than people think. You sit down 11 year old be like listen, it's not I don't want you to have this six place trophy or medal. It's that you have to understand losing is good. You guys came in sixth, you guys lost.
That's good. You shouldn't be rewarded for that in a game of a basketball tournament. Like there's a positive thing to talk about anyway I think, I think we have a lot the reason we're only is we're, we're scared. Yeah opinions.
We're scared of losing in front of others. Keeping up with the Joneses Blue check marks followers. Money status. How attractive is your boyfriend, girlfriend, wife, husband.
How much money do they make all these being I'll say this, that's why you need to focus on what's real, what you can do that actually impacts what you're doing. That's what this is about. Like that we get too caught up in shit. It's excuses and you know this, we all know this.
You get caught up in. You don't know it but once you really Reflecting those excuses because you're focused on things that you don't have control over. You know, and that's what they're trying to do to us, right? Like that's what the news is, that's what society is.
That's what politics, that's what parents, schools feel like. It's. You don't control in like most of your life. This is why I love.
You know, it's so funny after my last range, like none of that matters. Meanwhile, I'm trying to build an empire. I'm not demonizing success or winning. That's all I'm trying to do.
I'm just trying to get people to be healthy about it so once they get there, they can stay there. Bro, I'm sure you've been, you know, I'm sure at this point in your life you've seen in front of your eyes circles or closed circles. People get real paper and real money and then three, four years later, it's all gone. One hundred and something.
A lot of times that's where the family's gone, the reputation's gone. It's not a good life. They got the success in the wrong way. Yep.
Because it wasn't success. It's big success. It was proxy success. Exactly.
But that's why I gotta day trading attention. We don't proxy success. We need all success. I'm telling you right now, it is crazy.
I can't believe I'll be doing this for all of you. I can't believe none of you, most of you, the majority of you are not taking this more serious. Social media is free, right? It's free, brother.
It's free. They don't charge you when you post. You know what costs a lot? You know what?
Billboard costs a lot. You know what direct mail cost a lot. Television, commercial a lot. Sponsorship of an event a lot.
Google AdWords a lot. Pre roll YouTube a lot. Hulu interstitial ads a lot. Influencers to plug your product a lot.
Like I don't understand what the fuck people are doing. Organic social media is the most important thing in the world. Figure the fuck out. Stop crying, stop bullshitting.