Top 2020 Marketing Strategies That Will Put You on the Map | RD Summit 2019

this is funny I didn’t do it on this trip but sometimes when I fly and I have to fill out custom forms when it says occupation I write firefighter that’s how I feel an entrepreneur is you’re always ready for another fire whether it’s two o’clock in the morning or 9:30 you have to be ready and I don’t struggle with that because I’ve been practicing it my whole life which is why I fear when people try to become entrepreneurs because it’s cool now I’m worried about that because it’s very hard every single day I lose and unless you’re good at that you will not like entrepreneurship you got your perspective [Applause] [Music] Brazil how are you good so I’m gonna do about 40 minutes up here then I’m gonna actually I asked them if we could do some Q&A so we’ll do some questions and then we’re gonna do a fireside chat so first of all I’m just very flattered to be here thank you for having me for the people in this room that don’t know who I am I was born in the Soviet Union came to America when I was a three-year-old child very tough upbringing we were very poor when we first came to America I lived in a one studio apartment with seven of my family members my parent my dad worked all the time and so it was a very rough upbringing not a lot of entitlement didn’t have a lot of stuff my natural state was to be an entrepreneur even at six seven years old I was already shoveling snow you know washing people’s cars selling juice and lemonade in candy it was always to do a hustle somewhere along that time in New Jersey sports cards became a very big thing in America baseball cards American football cards and I started collecting them and by the time I was 13 14 years old I was making one two three thousand dollars a weekend as a 13 year old child which you can imagine feels like you’re a millionaire eventually my dad worked very hard and saved all his money and he bought a small liquor store in New Jersey I was forced to work in that store and that is really where I started my real career I fell in love with the idea of knowing that a lot of people in America collected wine and that was what kind of connected me to my family business the part of the story that gets interesting for this room is what happens next knowing that there’s a lot of entrepreneurs in here knowing there’s a lot of small businesses a lot small business agencies what really enables me the great flattering nature to be in this room is the fact that my entire career was based on how do I build something with not a lot of money you know we live in a world right now where a lot of people and how many by show of hands how many people in this room are entrepreneurs and have their own business raise your hands raise it high thank you so if we can keep the lights on that’d be amazing I love that um so for me what’s interesting about all those hands that are up is I’m older you know I’m 43 about to be 44 next week and when I grew up the idea of raising capital was extremely foreign one of the most interesting things being an American businessman when I travel nationally internationally in other places the world is everybody is so caught up with raising money for their startup this has become an entire generation of hands in the air that think about raising capital and appeasing venture capitalists and investors not actually building a business and not having the focus there and to me this is very interesting because it’s led to a lot of very different behavior for me everything was always about how do you make money and that’s what you invest back into your business not how do you raise capital when I started my current company vaynermedia which is an advertising agency I started it in the conference room of another company because I had no money and I wasn’t gonna raise money for the business I was just gonna find my first client use those dollars and just keep reinvesting it took longer but longer was it strength I think one of the most important words for me to communicate in this talk today by far is patience I promise you no matter what you’re doing in this room and especially as I look around this room first of all everyone’s uncomfortably attractive and number two and number two but more importantly this is quite a young audience and I think the reality is the thing that I spend most of my time on is trying to get people to understand that patience is a very important variable of success and more importantly that I believe the far majority of people in this room do not have a great relationship with time I am fascinated by people in this room who are stressed at the ages of 18 and 22 and 25 and 29 like they’re running out of time how many people by show of hands are under 30 years old so for me as you can imagine when I see all those hands go up you can put your hand down yeah you’re good okay good when I see all those hands go up and I know in my mind with the way that modern medicine and technology is going that the far majority of this room is gonna live for another 80 years it really gets me excited / concerned when people want their business to be huge next year the quicker you want it the more vulnerable you are the quicker you want it the more vulnerable you are and what has been very fascinating for me is even though on YouTube and Instagram and maybe some of the places you guys see me maybe my energy is high maybe my style of communication is fast but my business actions are extremely slow and so what business actions that lead to slowness lead to is a couple things one the far majority of my career I had no money so I had to always look for places where you could get a lot more for less what I look for in the digital world this world is organic reach when I think about organic reach and when I think about organic attention as my slide says up here I day trade attention for me every day I look at the data both in the analytics and in the culture conversations to try to figure out where should I mark it I promise you one thing my friends no matter what you do in this audience no matter what your ambition is the one thing that combines all of us whether we’re starting tomorrow whether we’re an employee whether we have a huge company or haven’t even started and are starting next year the one requirement for all of us is to have somebody’s attention before you can sell anything you need somebody’s attention then what you say in the written word in audio or in video becomes the variable if you are successful the reason I follow attention is if there was nobody in here right now and I was giving this talk I would have no potential to achieve what I want at the same token with all of you in this room what I talk about for the next hour and a half is the variable of my success there are many of you here that don’t know who I am you’ll leave with opinion there’s many people who do know who I am and you’re either gonna like me more or like me less completely predicated on the content that I put out I spend my life in a very basic mind frame and if you look at the politics of your country my country if you look at the businesses it’s all one very simple game do you understand where the people are and they’re consuming and do you understand how to do the written words the audio or the video to put in those platforms this is how it’s always been television radio print outdoor billboards it’s always been the same game where is the attention the eyes and the ears and what is our capability to put content in it now here’s where it gets different this thing is [ __ ] crazy this thing is unbelievably underestimated we in this room take this for granted the power of a phone in today’s world is remarkable the fact that every one of us are sitting here with the internet in our hands right now is actually remarkable for he liked me at 43 years old when I was 28 I could not leave the office or my home and have the internet in my hand when I was thirty you have to understand how big of a deal that is you have to understand how quickly this is all happening whether it’s whatsapp or YouTube or Instagram or tic toc or Twitter the fact that these platforms sit on top of this device and they’re accessible right now the fact that there are tons of people right now with a phone recording this talk and then have the ability to post it my friends from Brazil to New York to London to Shanghai the human race has not quantified how substantial this shift of the internet has become and I tell you this and I start my talk here today with this because here’s the real honest truth about how the game of life and definitely business is played the quickest way to be happy in life let alone business is to be 100% accountable the quickest way to be unhappy is to blame if you really understood the last five to seven minutes of what I just said the fact that how many people here have a cellphone raise your hands good every single person here fundamentally is not allowed to have an excuse because of the power of what’s in your hand of course there’s family dynamics of course there’s tragedies of course there’s government involvement of course there’s a million reasons but the reality is we have never lived through a time where people at scale had so much opportunity when I do the homework on the Brazilian market and I see the cost for a YouTube ad or an Instagram ad and I see how low it is when I see how much still unbelievable untapped potential on LinkedIn and tick tock and other platforms are for organic reach where you have to spend no money none and you can get awareness the fact that podcasting is exploding in this country and the cost to start a podcast is to just record it on your phone and upload it the thing that I’ve become unbelievably fascinated by is I know in this room the single reason whatever is not happening for you is your ability to say no before you’ve tried that to me is unbelievable what’s unbelievable to me is it’s as simple as this if you are capable of writing words recording videos on your phone or recording your thoughts in audio on your phone your business can grow your idea can be flourished your personal brand is an influencer your advertising shop trying to get more customers whatever you you want to be the governor you want to be a YouTube celebrity the reality is the cost is zero the mindset is the tricky part 90% of this audience does not post as often as they should on these platforms because they worry about the judgement of their family or strangers this is a very very very fascinating dilemma in our society there are people who are not posting I mean look how many people here to follow my content give me a sense raise your hands thank you so for the hands that went up you know what you’re gonna get from me today I’m very consistent I’m you can I’m sure you’re in your head knowing every word I’m about to say as I start a sentence I’m incapable of talking about something I don’t believe in you know the nuances are different obviously Twitter doesn’t play in this country the same way it does in the US right tick tocks moving quicker in Asia and the US than it is in other places LinkedIn’s acting a little bit different here what’s up has higher growth here than it does in the US there’s nuance differences but my friends this is not about America or Brazil this is about human beings in America in Brazil in China people worry about their parents opinion in America in Brazil in China people care about strangers making fun of them in the comments in America in Brazil in China the opportunity to build your business or your personal brand has never been easier easier people see more people doing it and they think they’re too late the real answer is 99% of the people in here do not have the patience and stomach to actually achieve it they want it so fast my friends I did Wine Library TV on YouTube in 2006 excuse me 2007 to 2010 for 35 minutes a day five days a week I would stay up and work on Twitter for four or five hours looking for people who were talking about wine and for three years every day very little happened for me very little people now start an Instagram account post for six weeks and give up because they’re not getting enough followers we have become remarkably impatient we’ve become remarkably entitled and so the reality is is the following tactically tactically how many people here are b2b companies they have an agency servicing clients or some of the major you’re in a b2b business raise your hands for everybody that raised her hand you must you must do one of two things consistently starting tomorrow number one start a podcast in your industry you must start a podcast go on LinkedIn go into your inbox and email 25 50 people and ask them to be guests on your show and number two you must attack LinkedIn more I think people very much underestimate how much is happening there in this market I did the homework it’s there it you know don’t see it because not that many people are doing it which is the reason it’s most interesting it’s you know it’s so funny when I speak at these events people always fall into two groups number one they don’t want to do it because it’s new and they want to see other people do it before they do it or number two other people are doing it so they think they’re too late so they don’t want to do it people are split up in two places of not doing we live in a world a world where everybody has a reason for no I can’t do it because of this I don’t have the money I don’t have the team my industry doesn’t want to do it I can’t I can’t I can’t the fundamental difference in the game today is the people that say yes blindly versus the people that say no blindly the only unique leverage you have in this room is you yourself there’s so much information now you’re not coming up with any new idea there’s nothing I say that is a new idea people have been around too long I’m not the first person to talk about kindness or gratitude or empathy or hard work or context I’m really not I’m just doing it my way in the way my perspective my words on my platform and for me this is the real conversation today to me is today gonna be the conference is today gonna be the time that you finally understand that it is time to put it out it is time to tell your story at scale contextually across all platforms recognizing that a lot of people did not raise their hand and this may be the first time that a lot of you are seeing me I’m just gonna take one more step back I believe that what the internet is doing is eliminating the middle it’s eliminating the middle the distribution when you look at uber or Amazon or if you look at Netflix what it’s really doing is separating out the middle and it’s leaving it to one of two places the product the story the service and your ability to tell that story I believe this is very important because this is not even for the youngsters in this room this is not the world we necessarily grew up with a world where the entire middle of distribution has been commoditized because the Internet has become the middle and the focus on not just the quality of the product but more importantly the deep focus on the ability to communicate has never become greater the ability to be a communicator in 2020 has now become disproportionately more powerful than even the quality of your product and that may be confusing and it’s a very interesting debate but the reality is a product is a subjective product one more time b2b who does services raise it high I just want to get cents higher all of you that just raise your hands you know what I know sometimes you think the products great but your client thinks it’s [ __ ] other times you kind of know that the product is shitty but the client thinks it’s great the work is subjective based on the queen or the King on the other side who gets to decide your ability to be a phenomenal communicator how many people see it where and how is less subjective the content in it is subjective but the results are they are through the leads through the results that come through it I believe today that if you’re in the business world that the ability to be a communicator a Content producer at the height of the scale for your product has become more important than any other variable I would rather be great at YouTube and podcasting and LinkedIn and Instagram than be great at balancing my checkbook that I can hire an accountant for this skill is emerging accelerating at scale so here’s how this game breaks down for me one I think everybody here has to take a step back and figure out what kind of communicator are they individually even if you sit here today and do not believe it is your job within the organization to communicate eventually especially at the age level that everybody here is eventually this skill set will become important to you whether it’s now later in your career within your family dynamics and definitely over the next 20 30 40 years as communication rises in importance not declines thus my great ask my great ambition to fly down here are three flights to get here and flying right back home the reason for me to be here is very focused on the notion of can I get five people there’s a lot of people here can I get five people in here to start tomorrow or Monday if you want to take the weekend off to start making content the world is very simple the world is breaking into a very simple game ideas and making do you have ideas can you make them but it requires an incredible sense of self-awareness I’m very passionate for many people in this room who are introverted and who would be scared to give this speech or who feel uncomfortable in front of a camera to understand that if you were a remarkable writer there’s an incredible world for you for those who are scared to be in front of the camera because they’re scared of how they look or they’re just uncomfortable that recording your ideas or what you’re about in audio is an incredible time to be alive and there’s an incredible world to you it’s a matter of fact even more interesting to me if you’re somebody that likes to doodle to draw some of the most exciting things that I’m seeing in my content is when we’re doing cartoons on LinkedIn and Instagram that might be the way that you communicate when you figure out how you communicate written word audio video the next part is definitely the most challenging if you ask me why over the last ten years I have been given the great fortune to be here it’s very simple I spend almost all of my time and all of my content trying to bring value with no expectation in return if you look at the content that most people and companies and organizations put out if you look at it carefully and you dissect it it is wildly selfish it is either a commercial in itself or its main objective is to get you to fill out your email your phone number your information so that I can sell to you instead of bring you value to build a brand I wrote a book several years ago called Jab Jab Jab right hook and the reason I wrote it was because I was watching people on social media really struggle with the idea of bringing value and I wanted to give them a scenario of understanding that if you’re trying to sell and throw a right hook all the time eventually the other person knows how to duck everybody how many people here have done email marketing in their life raise your hands great so for everybody who just raised their hands I was doing email marketing in 1997-1998 and I had 90% open rates on my email today if you’re in the 30s you’re a hero means you have a tremendous list and you’re doing a great job the reason those lists have gone from 90 to 30 is because I’m sure everybody here knows where I’m going we’ve ruined email because we’re spamming and selling on it at all times that’s what happens to every platform that’s exactly what we’re doing on social media now the reason social media is subtly declining the reason the algorithms always have to change is people do not have the disciplined to not self promote people do not have the disciplined to not try to sell on every post the other problem is when people try to make pretend they’re giving value in disguise underneath they’re actually trying to sell my friends what’s scary about the way I go about business and what I believe I see what the businesses that are most winning in the world is it super basic just nobody wants to do it it almost be like if I was standing up here talking about health and wellness my friends if you want to get into better shape here’s how you do it stop eating [ __ ] and workout every day thank you very much see you later Brazil that would be the whole talk that is no different than how I see business today obviously you have to have a product and service but the reality is very simply the formula is as basic as it is in Fitness if you are not producing content and when I say content just to put this into context for everybody next week is my birthday I’ve had my team work for the last month we’ve made a deck a couple hundred pages deck we’re gonna give it away for free it shows you how to make 60 something pieces of content in a day the reality is the requirement of how much content that I’m looking for you to produce to achieve what you think about numbers that look like 30 40 50 60 pieces of content a day most of the businesses and people in here are putting out one piece of content a day on a good day maybe three a week we if you’re a personal brand you’re killing it and posting four things a day there is nobody that is achieving the volume if you want to write down one word and stick it in your mirror from this whole talk the word is volume this is a volume warfare when people hear volume they hear quantity when they hear quantity they don’t think that you can make quality they think it’s a friction between quantity and quality I believe that the world has grossly overvalued production quality and made that quality not the story or the context of the message and so as we have spent the last 30 to 50 years putting production value on a pedestal as quality we have put ourselves in a position to not value context and the actual story and in that is the rub and the opportunity the sheer size of this country the sheer amount of spend even in the separation of wealth the uncanny amount of attention on YouTube and Instagram in this country leads this to be one of the most interesting places in the world to be a marketer to be a marketer to be an influencer to be a startup however when I spent because I gave a speech in San Paulo a couple of weeks ago so about three months ago I started really doing homework on what’s the sentiment what are people saying in the comments what’s the vibe what’s remarkable in such a progressive and incredible country is how much similarities there are believe it or not with the US which is with all that in place there is still so much cynicism and pessimism to actually achieve it that is not a government issue with your new President or ours that is not a problem that you don’t have Silicon Valley that is a problem that people would rather complain than put in the [ __ ] work that is a human problem that is a global human problem if this was 1957 and it was my grandfather and all of your grandparents I would have some empathy because it took real money to actually do what I’m saying but in 2019 with this I struggle to deploy empathy for you not doing which is what led me to not making this a game about your wallet many people think business is a game of this this is not a game of this this is right now is a game of this this has come down to the simple deep warfare in one’s head what what is stopping people from actually making content and I believe that it comes down to one simple word judgment I believe the judgment is crippling our society I am fascinated and grateful grateful like you would not imagine for my mother building self-esteem in me without creating entitlement my self-esteem allows when I leave here in a couple of hours and I read the comments and I control copy it and translate it from Portuguese to English where one of you say that I’m an [ __ ] I’m okay I want to give the next talk I want to make the next piece of content my ability to deal with losing pushback negativity no is my strength my entire model of content production my entire thesis for this talk only has one major flaw and that people are insecure I spend my life putting out content 50 70 80 pieces a day with the great hope to eliminate that insecurity to challenge you and ask you what judgment why why are you willing to live a life that ultimately ends with regret and resentment because everybody who’s 90 had a hundred years old talks about the things they wish they did not the things they did and so for me Brazil very simply I’m trying to challenge this room to understand the simplicity of the framework and the mass of difficulty in the head and really lead to a couple tactics for example tactic number one one of the biggest things that I have seen work in people starting the process to produce content is to make a single video and tell the world their secret that they’ve been holding on to if you really think about what’s stopping people it’s the darkness and shadows inside of them by putting it out and taking control of your secret your dyslexia your terrible issue as a child your relationship with X your drinking problem whatever it might be by you taking control of it by putting it out no longer does anybody else have leverage to expose it it is a freedom play and I highly enlist it if you really want to know forget about the five people that post tomorrow if I can get one person one person in here to leave this conference tonight and make a video and tell the world the truth that they’ve been holding on to this will be mission [ __ ] accomplished thank you Dad I want to go into questions in about five or ten minutes so let’s make let me see where the mics are but I’m gonna line them up here and we’ll figure that out but before I do I want to spend a few more minutes on audio for a lot of people here they missed YouTube they missed Instagram I believe there’s two places where you have a chance over the next couple of years to not miss it number one you have to watch tick tock very carefully if tick tock takes off seriously in this market there will be an enormous amount of opportunity because the global penetration in Asia the US Europe is exploding what’s so amazing to live in a country of this size and this much opportunity and you guys know this is you can see these platforms exploding somewhere else and you can get a head start and play it here outside of Orkut which became the player here every other platform eventually makes its way here and became the dominant player please please do not underestimate what is happening on tick tock globally and where the potential sits in this market you should absolutely if you’re at this conference if you’re smart enough to be at this conference you should be smart enough to go home and execute around the thesis around the opportunities around the knowledge one is tick tock number two is voice we are becoming much more of an audio consumption world by show of hands how many people here now listen to a podcast raise your hands raise it high I want everybody look around look at this put it down for a second those same people how many of you were listening to a podcast five years ago raise your hand look around look at that growth look at that growth how many people here now when they watch youtube videos sometimes just put the phone down and listen to it and don’t even watch the video raise your hands look at this look at this d-roc spends all this time making it look pretty [ __ ] just listen to it audio is becoming the growing usage because we’re busy and we want to do two things at once three things at once four things at once one of the biggest opportunities in this room is understanding how big audio is and producing audio content everybody wants to be a marketer the most people in this room are salespeople it’s why they like Google Google is easy its intent somebody types something in you know they want it so you buy the ads and you convert that’s sales I’m here to talk about branding and marketing you know the way real things are built the way the biggest companies in the world are built the biggest personalities celebrities brands they’re built through branding and marketing not sales audio is no question the fastest growing opportunity to build brand that most people are not doing please be the person in this room that goes back and actually starts a podcast please be the person here who actually starts recording their thoughts and just posting the video I mean you could literally take your phone hit memo record put the phone down it’s just a black screen and you can post a black screen with your words you can most of you won’t because you don’t think that’s quality this subjective point of view around quality is stopping the world for making we must flip that on its head please be the person in this room that leaves here and starts making thank you thank you thank you thank you I left a lot of time for Q&A because I really you know the theory is very simple the details and the questions matter so who’s got the mics you got the mics so you got to run around who’s got a question raise your hands yep okay yeah hi hi I love you actually my family whole family loves you thank you I just came from Canada so I am Amin immigrants in Canada I my son listen to your podcast everyday he’s nine years old my daughter sorry about the cursing yeah 11 years old so I asked him what do you want to say to Garrity he said say to him that I love him then he’s awesome and I’m sorry and you are so fun I really love you thank you thank you for that and I’m shaking because as you know I’m leaving Canada for 13 years now and I suffer a lot it was terrible even for my children that was born there and if I from there just to eat Brazilian food at the school was very scary and my my daughter was bullying because of that so my question is why is a mom do for my kids sure so you’re welcome thank you for being so dope yes you can have a photo so I think business and parenting have a lot of similarities so when I hear those kind of stories and I’m sure how many people here are parents raise your hands so for all the hands that just went up you know how challenging it is like you can have common sense everywhere else but when it’s your kids it’s hard to maintain it but I believe that self-esteem is the ultimate cure to everything and I think most parents go on defense when their kids are hurting instead of offense so when their kids are bullied they want to go fight the school they want to go fight the parent of the kid its defense for me as somebody who was bullied because I was you know I was a Soviet immigrant in America and my childhood when the Soviet Union was the enemy there was plenty of [ __ ] I mean if he can zoom in I’ve got goose bumps it was a very challenging time but what my mom did was she went insular it was offense it was me and her in my own head hearing nothing else by the time I was in high school I couldn’t hear anybody else it didn’t matter by the way both pro and con so for me I think the thing you can do is be into their head about them not about the people in Montreal or Toronto or Canada it’s not about them it’s about yourself inside your own head your own self-worth and and you have to pound it a lot of parents you’re like oh CZ to say but when their kids are making you’re right it’s but it’s no different than working out and eating healthy it’s no different than make content and put it on all the platforms the answer is simple pound into your kids had their own self-worth not the opinions of others there’ll be a happy person or whole life the problem is most parents aren’t acting that way so it’s hard for them to give advice that they don’t even feel themselves but that is the answer you’re welcome questions yeah yeah thank you hey how are you find you very good been following you for many years so I am so happy to be with you thank you I’m kind of nervous don’t worry okay so I came all the way from dreamy little town in San Juan in Argentina called San Juan so I mean I’ve been for a couple month of maybe years trying to figure out if I have to leave my small town or just stay run derby patience I wait for my business to be like big what kind of system of a digital agency so my question is like would you imagine yourself as a businessman as the sizes right now staying in New Jersey for example or a small town I understand so the question for you and everybody here is what’s big right because because this is where people get caught it’s so simple being in a small town in Argentina thinking you have to go to San Paulo or you have to go to Buenos Aires or you have to go to New York City it’s easy it’s easy you’re like that’s a much bigger place to go the question is it comes down to what makes you happy for me what makes me happy is to play the game not the money not how big or small I just want to play I’ve always wanted to play I’ve watched so many people have a 1 million dollar business in a small town in America or in the world move to a bigger place do five million and be very unhappy they were very happy at 1 million in their small town they went to a bigger town they do 10 million and they’re very unhappy my friend Brazil it is time that we in the world start making happiness what we go after not more money thank you we have to we have to right for me when I hear bigger I want you to have a bigger [ __ ] smile on your pretty face not make 280,000 more in [ __ ] net revenue you understand you have to decide that for yourself I don’t know you you have to decide that for yourself how are you for almost three years and I just want to say thank you for all of your content you really change it by life and with me in the world to have a picture with you can i yes you can thank you right now right now thank you keep the mic back how are you [Applause] all right get out of here Oh let’s go who’s next hi first of all I’m a huge fan thank you I’ve taught me a lot about perspective and ready to happiness I’m so nervous don’t be so mean my sister we’re starting a b2b company and we are trying to sell training and consulting for HR teams and litter teams okay I know we are not putting as many content as you should out there why why do you think talk to be real we’re here why well she lives in another town okay it’s a little difficult for us well you don’t both have to be in the content yeah yeah and but she needs a lot of help you know for me because I know how to do things and how to how to film videos and I’m I’m teaching her okay and she’s a little she doesn’t have a lot of confidence she’s she’s really good she knows her craft yeah so what about writing or what about audio I feel like so many people that don’t have confidence are very scared of the camera but can do much much better writing or recording audio yeah this is why I spent so much time on it in my talk I don’t want people to be like me not listen not everybody is ridiculously handsome and charismatic you know what I mean though I don’t want people to be like me I want people to be like me where they found their voice in their medium but for a lot of you in this room that’s writing you know if you’re more introverted or insecure a lot of writers are come from that framework or I really like audio so keep that in mind but keep going trying to reach companies in her region but I’m just guessing one what else can we do besides content that I know you should be doing to get our first clients just do it for free yeah the biggest mistakes small companies make is they don’t work for free and then you know now that I said this on the internet so many people are gonna leave comments and say that I’m an idiot and they hate me and nobody should work for free and blah blah blah that’s fine but those are set by people that have never started a company with no customers that’s right and so I would I mean I did it and I had already built a big business but I went into a new world where people thought what I did for the liquor store was not gonna work so I worked for free I still do it if I think it’s the right strategy so I think the biggest thing you should do is work for free cuz it gives you the referral base and and by the way when nobody’s hiring you that means your work is worth free can I have a selfie okay Peralta who’s next done there Gary how are you doing go ahead I can listen okay Gary and Miss bozo each team is gonna go through him a few demos converse a don’t graduate don’t remain thank you a preguntamos rich for saying yes again shift obvious who the hell dad went to the key khonanesta no contest no massage windows no kimonos no kimonos in th conversation my [ __ ] life Ellis preseason Jesus will scare you soon chuckling prayer service used to the moon the damn so like education what was the price would de asís [ __ ] don’t try to convince anybody the number one mistake when you’re selling something new that most people don’t understand is people spend too much time trying to convince them instead of finding the person that already understands people make it a noble mission instead of a business my friend I’ve been right and early for the last 20 years of my life I have spent almost no time trying to convince anybody I sometimes have a one-hour meeting with a company fly from New York to Chicago walk in sit down start the presentation and end it after 10 minutes because I already know it’s over every minute that you spend trying to convince somebody who’s already know is a minute that you’re not spending trying to find somebody that will say yes of course because you’re not when you’re selling something new they can’t see it or they don’t have reports in their company to justify it got it so if they don’t have the report to justify your work they’re scared they might agree with you but the machine that they work in won’t allow them to say yes so you just move on you’re welcome sign it okay next hello how are you well you’re awesome my name is Luka and I watch our content since I’m 19 now I’m Finn – so thank you for being part of that thank you I want to ask you something that I believe is really important you are the first guy to talk about making homes and making really quality content but I’m afraid that the internet still is a place with very anxiety I mean Eastern growing cause a lot of anxiety also Graham doesn’t cause anything people are anxious yes this is important Instagram there is no Instagram there’s a platform we post pictures and humans decide to see somebody having a nice time and they decide to be upset it’s important though keep going yeah my my question is how can we we all hear this event can help these platforms all platforms be mindful be Betterton by putting out by putting out real [ __ ] if everybody here didn’t only put out photos when they’re most dressed up going to the most fancy place and showing everybody how [ __ ] amazing their life is the world would be in a better place thank you not super complicated d-roc and i are gonna end this talk I’m about to do in five minutes the fireside chat we’re gonna do a book signing we’re gonna run to the airport we’re gonna take a private plane because I have to get the sim Paulo because I want to get home for family early tomorrow morning there will be no picture of me at a private plane I’m not gonna show that I’m fancy that’s not what I want to talk about I want to talk about gratitude and kindness and empathy we’re in control there’s no [ __ ] Instagram monster there’s no YouTube monster were the monster [Applause] all right I go okay yeah so when producing content language matters yes we’re in the country that doesn’t speak English yes so said that how can we break the language but here to go global well you know you’re not gonna get Portuguese to go global yes I mean what’s the better best way to go in English and Portuguese bilingual do it both and I mean but just in one one profile but two profiles or you can do two profiles I’m a big fan of sometimes doing video that is both in Portuguese and English I also want to remind you that this is a humongous [ __ ] country and winning here is just fine – yeah you know I mean if you want to win globally and you’re so desperate to then you’re more than welcome to make English yeah because Curren matters I mean it’s a big opportunity I understand that I think it all comes back to the gentleman from Argentina you have to decide what’s right for you if you want global if you’re chasing more dollars then make English content okay so but but it’s very important I say this I I think this is every country outside of China and the US has an inferior complex because there’s more money elsewhere this is a huge [ __ ] country like like huge so close in Brazil if that’s what you want to but if you know I can promise you just focusing in Brazil but just Portuguese content can make you plenty of money and happiness if you personally want to be on a bigger stage English is something you have to consider okay thank you you’re welcome hey Gary good evening good evening first of all you keep you yet CBL Oh blue yeah Tory well that means I love you in Russian yeah so I’ll just give you a very quick contest because I want to respect everyone’s time when I was four years old my mom stabbed me for eating all the cucumbers we had fur DAP you my hand yes okay when I was six she smashed my face against the wall until they bled from my nose and teeth just was just because I was late one hour then she threw me at the graveyard when it was late at night and honestly all my life was fear and sadness and sorrow and so when I was 20 years old I said either I kill myself or I go so I decided I go and I left my mom and a few years later I became an entrepreneur and I’m not the most successful one but I’ve done pretty good for myself quite happy okay and [Applause] but it’s a story that resonates with me it’s something I share very infrequently but my grandmother who passed away this year and maybe that’s why I’m a little bit more comfortable sharing it she was very difficult – my father – in the Soviet Russia so I have a lot of empathy for that story and I also know and I know you know this because I see you made some doll with my face on it so obviously you’re following I believe that adversity in youth is a very powerful advantage if you’re able to get out of it if you’re lucky enough to be born with natural mindset or consume something that helps you get out of it 100% so I came along away but I did become an entrepreneur out of vengeance and wanted to get even with my mom my dad my everyone and I knew how unhealthy it was and then came along this American Russian who speaks way too much and krisis even more and somehow I don’t know how I really don’t know but but you changed me today I work for happiness I work for helping other people rather than closing the most deals and I came here to practice what you preach which is Jab Jab Jab right hook so let’s start with the jabs please then we go to the right hook please thank you first of all Gary Vaynerchuk I’d like you to meet Gary Vaynerchuk also I’d like you to meet Sasha Vaynerchuk very nice and to make it devastating tomorrow Vaynerchuk very nice my two favorite people on earth yes thank you now I know you’re private man so I’ll make it in Russian if you want I’ll do it for free I’ll do what she did um Ivana 100 cent but now we just have Leo you send me an email to Gary at vaynermedia and we’ll get hooked up thank you you’re welcome so thank you now here’s my right hook and regardless of what you say yes or no what I said earlier I’ll deliver I’m desperately need 20 minutes FaceTime with you whenever you want wherever you want please okay two things one Jab Jab Jab right hook when you give give give and then ask it’s unbelievably important to me that people understand that when you give with something behind it it’s not giving so the execution of that for the 20 minutes is not how I see the world however I just want to make sure everybody understands that however even with that said and usually it’s not my favorite move when somebody gives me something I didn’t ask for and then needs something for me which is the most valuable thing from me my actual time even though I don’t love that I just love you thank you and I will give you the 20 minutes thank you thank you email me will get connect it’s Gary really yeah I’m gonna get one more in and then I’m gonna call up the CEO we’re gonna have this far section yes you got it I love you I love you back okay thank you we only can a bro inside for 17 years we are spreading contact all the time and [Music] the big companies coming from united states as you know we can’t have sponsored ads on facebook I’m aware so asking use any iDevice influencers because that’s the most scalable thing so giving the dollars to the influencer they post and sometimes it stays up sometimes it doesn’t but my number one thing and you know I do a lot in the US with cannabis with my greens free company you have to start a podcast you have to control the media podcast and even text messaging starting to ask people for their cell phone numbers and putting content directly to them and we work very hard and chat but also 100% but even the chat bada fits in within what if it’s in whatsapp you’re gonna be vulnerable you want to go direct phone numbers and you want to start a podcast company because there’s no platform in the middle that’s in control of you all right thank you thank you all right let’s do the fireside chat thank you everyone yuria this is very good [ __ ] so you’re gonna do a couple more it’s all about them so I can get my interview I’m happy to do it yeah all right be right here who’s got the mics no problem I just don’t know where the mics are who’s got the mics go ahead yep she’s got it yep that’s fine and then let’s and then let’s go into the way [ __ ] back I want to get some of those peeps hello hello Gary my name is Tiago me and my girlfriend we drove 380 miles just to see you and meet you thank you I just want to thank you for everything you did I brought Prussians with me thank you this book changed my life I’m I work as a doctor but I happened to be passionate about technology so I started my youtube channel following her advice my oh my last year one when a half year ago and it’s starting to to grow exponentially you talked you told me about voice I made Alexa contacted blew up my girlfriend was unhappy at her job and I said read this book and then she kept on complaining about her job and I said quit you’re not Gary says quit and she quit her job and now she started her own slow fashion business she’s happy as she ever been and we want to thank you so much and ask if you could sign my book and take a picture reverse plea 100% thank you 100% who’s got the mic right over there go ahead get her attention she’s got the mic good no just I think it’s really important to talk about business that is really neat in Brazil there is schools school teaching of course and I am the first people put the first person here that actually didn’t know you before our this summit no problem a lot of people didn’t yeah I wasn’t a big fan of you I am now your person I just wanted your opinion on how you think that teaching is gonna grow in these platforms like YouTube Internet in general do you think that actually we’re gonna have a boom let’s say teaching is gonna explode on the internet do you think that’s I think it in the future I do and I think it’s already happened you know I think you and I have grown up in the last hundred years of modern teaching where education is being done through schools and leveling up until final University and then go into the world I believe that education is already happening if you just think about what that doctor you know was just saying literally the question before he watched my content in education form it educated him to the possibilities and then he went and executed it I think to your point and I’ll you can you can add we can talk back and forth I think people that are educators in the current system are gonna have to be very thoughtful that are they passionate about being a teacher in the current system or they passionate about educating in the macro yeah that’s actually the the point I was trying to get like yeah I know there’s a lot of people already teaching other people or on the internet my the thing I was thinking is that my idea of future the thing I want to do in my future is teaching people online specific languages but you can do that now yeah I know but do you my question is do you think teaching is gonna go entirely to the Internet do you think I think society is gonna go predominantly to the Internet will still live in real life but there’s a very significant chance in 30 40 50 years that all of us are living in virtual reality and are spending a lot of time in that world no different than the eleven hours we spend inside our of our phone now yes I do like ready player one the movie yeah listen I think people in this room including me are very naive of where technology is going already we can see blockchain VR AR there’s so many more inventions that will be invented before we die technology always moves technology always moves so yes I think so thank you okay who’s got the next question III need mics we got you okay – Joe hey Gary how are you Karasu topic I remember Dylan Vinci has superior powers against preemie remains at America been interesting please Chrissa bastard why James was resolved in Jogja to – ah Roger akin to the Internet multiple controversy Eurasian photos which the enemy avidity newest compromise my stable video tell Kimmy – annoyed impacted you fight wanna speak on toe 10 concealed in flesh palabras was a dispersive I’m oh hey this is finished you click Osaka matazo breeze yeah I mean brother I my biggest hope for everybody is to not have regret besides health health which you need I want people to have happiness and as much happiness and as little regret and you know you’re such a young man we have so much time we have so much time I just wish that people had a better relationship with time there’s so much more time and so I’m glad that that hit you because it’s very real everything I do everything is knowing that it’s almost impossible to be a human being 400 trillion to one that is the math the odds of being a the odds of being somebody in here right now is 400 trillion to one it’s impossible to be a human being and yet everybody here is one and I don’t want you to waste it why to al-qaeda man thank you why thank you yep we can do the last one yeah hi hi all right earlier you gave us advice for producing content and I asked today for Roberto prado from Microsoft what Reed tools do you have every day that changes your life and I want what what brother what what rituals retails is yes that you do every day and it changes your life every day yeah every day at some point I imagine my children or my parents or my siblings somebody in my family dying every day and that makes me happy and I know that that might be confusing but every day I practice reminding myself what is actually important to me and if today I went to Brazil and gave a great speech and many people found out about me and when I got back to my phone in an hour one of my clients gave us five million dollars more for vaynermedia and one of my videos went viral on Instagram and got 5 million views and maybe even this Sunday the Jets win a [ __ ] football game right if all that happened if all that happened if god forbid one of the 20 people that I love the most got sick or died I would not give a [ __ ] my only ritual every day is to make perfect pretend somebody that I loved died which makes the rest of my day very easy amazing thank you [Applause] do them in a very tough spot here I’m cutting this great conversation short yeah I’m also between you in your flight and between them and party with free beer so free beer is fun so unfortunately guys this conference is coming to an end did you like it yeah [Applause] [Music] [Applause] so my my only mission here is try to wrap up this conversation with some of the important things that we discuss here I think we all agree that we had amazing three days the last three days those are my questions to to you I’m a big fan since the Wine Library days I actually met you I’d ever probably don’t remember that matter you had web 2.0 X 4 2009 so that was a long time ago Portugal yeah in some San Francisco yeah so my first question is you want to buy the Jets yes most people here probably don’t know why so what I want to know is what’s the power of stating out publicly a goal like that and in please explain why you went about it yeah when I was a 5 years old 6 years old I moved to New Jersey I wasn’t speaking English I had a very tough time and when I first came to America I went outside and some boys were throwing an American football I went over started playing and they said to me what team do you like I didn’t know they said you’re a New York Jets fan I said ok that was 1982 every single Sunday since that day I have watched every single play of the Jets during that summer for a year later all my friends had Jets jerseys we were poor so I asked my mom to buy a jet jersey and she said no but at night she knitted and made me a Jets sweater that is my prized possession I have it in a safety deposit box when I buy the football team I’m gonna hang it as soon as you walk in for me the Jets means America means happiness means the beginning of my life when I started when I was in fifth grade they asked us who do you want to be when you grow up and everybody wrote policeman asked for not all sorts of different stuff and I wrote the owner of the New York Jets and that was the first time I said it publicly and I’ve said it basically to everybody I’ve met since and then obviously over the last 10 years as more people got to know me it’s a part of my story it’s very important it’s actually very similar to the nice gentleman from Argentina it you have to be self-aware for me entrepreneurship and building businesses has always been my happiness lemonade when I was five to being right here with you today at 43 so for me wanting to buy the New York Jets is very important because it’s a goal that allows me to play for a very long time and that is what brings me happiness the process as a matter of fact I’ve already made a video maybe five or six years ago that I have saved and it’s the video that I’m gonna share with the world the day I buy the New York Jets and in the video I tell everybody that today is a sad day not a happy day because something that I’ve been chasing for a very long time has come to a conclusion and then I make a joke about winning a Super Bowl and something like that but nonetheless it’s important for me not because you shoot for the moon and you land in the mountains it’s important to me because it represents a process I want everybody here to love what they do in the process not necessarily the stuff that comes along you know money fame you know vacations clothes I want them to love the game not the stuff for me having a big goal lets me play longer got it got it thank you thank you last couple questions so another thing that we talked a lot about here is the struggle especially for intrapreneurs now we have to deal with that you always talk about hustling you know and what keeps you up at night today like it’s you’re a successful guy still but you still have some struggles right yeah but but that’s what I signed up for like I don’t understand when people are trying to aspire to be unbelievably happy and unbelievably wealthy it should be hard like every day’s hard I landed here from these three flights to get here and immediately I get Wi-Fi and there’s four texts from clients problem problem problem problem it should be hard you know my struggles today are 100% outside the framework of my business for me that’s my safe place and I accept that there’s going to be tough things as a matter of fact this is funny I didn’t do it on this trip but sometimes when I fly and I have to fill out custom forms when it says occupation I write firefighter that’s how I feel an entrepreneur is you’re always ready for another fire whether it’s two o’clock in the morning or 9:30 you have to be ready and I don’t struggle with that because I’ve been practicing it my whole life which is why I fear when people try to become entrepreneurs because it’s cool now I’m worried about that because it’s very hard and if you’re not used to losing it I lose every day every single day I lose and unless you’re good at that you will not like entrepreneurship and how do you you know what slap you can glad to join class there’s something in there you know where my mind just when I apologize when my mind just went is it’s funny where I just went as we just finished at out here about the clap I said I said to myself I said it’s hard to lose when you already lost I’m already pot committed to the game I know what I signed up for you can’t lose when you already think you’re losing everybody thinks entrepreneurship I’m gonna start the next [ __ ] uber and be a billionaire no you’re not and the second you understand that is but it gets good and now we run multiple companies most of them are very successful how do you prioritize your life how to balance death and all you don’t like the word balance but juggling and being okay the reason most people aren’t doing what I do is I’m okay juggling and letting something fall because I don’t give I was juggling right now eggs and you were all impressed and I dropped an egg and you all said I wouldn’t care it’s part of the game so for me it’s easy to do the wine and the business and the sneakers and all this stuff I’m doing because if something fails people will tweet about it people will write about it but I won’t hear it what’s so important and the one thing I wish for all of you and was earlier to the parenting question as you can imagine especially if you don’t know me and you just discovered me and you see how people are talking about me you could imagine how easy it is to get high when people say that you’re changing their life and all this unbelievable but it’s very funny for me I don’t when I hear the beautiful things that are said to me I think about Sasha I think about my parents I I think man they did a good job I’m the product of them I’m the product of immigrants and struggling and good parents so when I hear nice things I don’t get high but that’s a very good thing because when people say the reverse in my comments or negative things I don’t get low when you become detached detached from either positive or negative comments you win the reason so many of you struggle is you like the compliments when people say you’re pretty you like the compliments when people say you’re smart you like the compliments when you’re dressed good you came about a good idea you scored a goal you made a couple you like that so when but now you get used to the feedback so then when somebody says you’re [ __ ] you believe that too I don’t believe either I hear nothing it’s super quiet up here it’s super [ __ ] quiet up here you

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