00:00:00
This is all I know I'm blindly consumer-centric and as long as you're blindly pre consumer-centric what do you

00:00:05
mean by that all I do is pay attention to what people are doing nothing else nothing else you can punch me in the

00:00:13
face 8000 times I'm here we get punched he's a best-selling author motivational

00:00:18
speaker and marketing guru possibly putting all your effort into achieving the goal at hand and for me that means

00:00:27
making every minute count Gary Vaynerchuk simply Gary Vitas legions of followers on social media is a

00:00:36
consummate communicator dishing out advice on everything from best business practices to how to live a happy life

00:00:44
with a heavy dose of f-bombs I recently caught up with the lively New York up in Dubai to get to know the man behind the

00:00:57
brand and find out how he keeps one step ahead of the competition what does being a contemporary communicator mean it

00:01:08
means that you were blindly religious around this it means that you understand where people are paying attention

00:01:15
whether that's twitch or tick-tock or believe in not organic reach on LinkedIn or pre-roll on OTT it's understanding

00:01:25
that modern television commercials and modern print ads and modern radio ads are overpriced outside of the Superbowl

00:01:34
and it means that you know the Facebook's and Twitter's and the instagrams and the youtubes and the

00:01:40
pre-roll Spotify czar grossly underpriced and then are you capable of creating the creative the videos the

00:01:47
pictures the written words that are contextual to those platforms not taking a commercial and putting it on YouTube

00:01:53
to make the agenda success you are a pain in the ass to the industry who ought to know all of this nothing you

00:02:02
are telling me actually is brand new this has been around for some time so what makes

00:02:10
you different from the rest of the industry I'm all about where is the media underpriced where is it overpriced

00:02:19
I obviously want to buy underpriced so for me social media not all of them the current state of certain media products

00:02:29
within certain media platforms is so wildly under priced Facebook Instagram stories right LinkedIn pre-roll YouTube

00:02:37
when you tie it into the Google search so I'm all about underpriced attention quite a bit of that is happening on

00:02:44
social media today in ten years it might be on voice or something else I'm completely unemotional of the

00:02:52
platform I'm completely emotional about consumers attention I think I have the single eye I'm I literally think I have

00:03:00
one of the best ideas for a social network you got your perspective so you said I think 30-second spots on

00:03:12
TV are bad I think five second pictures eight second videos on tick-tock are good and I think three minute nineteen

00:03:18
second little docu-series on YouTube Facebook Instagram are good because they're being deployed against places

00:03:24
where people are actually watching it I love that sentence I don't say it sounded exactly right I mean the reality

00:03:34
is is like I it's so funny I have no interest in holding up the past I ask people why is it that writing with a pen

00:03:45
on a piece of paper a message and then sending it in the mail is heralded as this noble act but a text is demonized

00:03:52
as not warm or great communication the reality is it's the message not the medium and so for me I'm just super

00:04:01
focused on if a client gives me ten million dollars to make something happen I want that to be successful and that

00:04:07
requires being a day trader of where communication is not a mutual fund buyer based on past performance striking a

00:04:16
platform while it's hot matters way more than if that platform actually exists in a decade

00:04:22
you have first mover advantage still just the business is built on the on the fact that you had first mover advantage

00:04:29
now how do you stay relevant as you scale your own business how do you avoid becoming that traditional media agency

00:04:39
the the there's several ways one I will never take my company public that's how I avoid it - this is all I've ever done

00:04:47
you know in 1996 I launched one of the first three ecommerce wine businesses in America and by 1997 I had one of the

00:04:53
most meaningful email newsletters I bought Google Ads the day it came out I started the first long-form YouTube show

00:05:00
or one of the five first long-form YouTube shows in 2006 I invested in Facebook Twitter Tumblr uber be kept

00:05:07
before they became what they were this is all I know I'm blindly consumer centric and as long as you're blindly

00:05:12
pre consumer centric what do you mean by that all I do is pay attention to what people are doing nothing else nothing

00:05:18
else I do nothing else and as long as you do that and behave towards that well then what

00:05:23
everybody else does which is actually trying to figure out how to work in the b2b world how to make margin in the

00:05:29
short term are always vulnerable to that this that is probably the thing that I'm most confident about which is that this

00:05:36
has been written and I will continue to rinse and repeat this model at 55 at 66 at 77 at 88 and I mean I'm and here's

00:05:47
the good part and if I don't because I got stale or tired or complacent I deserve to lose you say you are

00:05:55
completely platform agnostic yeah you've talked about those in the business of marketing strategies being a

00:06:03
full day behind the curve yes to remain relevant you need to be you know on the day as it were on the money

00:06:15
what's happening tomorrow Gary I don't know see that's the beauty of being completely and utterly day trading

00:06:22
focused I don't know look I clearly see trends that make me believe that voice you know Google home Alexa is going to

00:06:30
be incredibly powerful as a front-facing framework as an operating system cancel anytime terms in the Alexa yes should I

00:06:40
start your free trial and play I'm still standing yes how dangerous is that Alexa send me pizza that's powerful

00:06:49
Google tell me about the election think about how powerful what comes out of the Google Voice is at that moment

00:06:56
so I do see voice as an interface brewing but I have no passion you know at my when I get most heralded

00:07:05
people talk about me being a futurist or a Nostradamus I laugh I'm like I'm none of those things what I'm very good at is

00:07:12
when tick tock is happening right now I'm very loud about it and I see it and more importantly I make on it and I test

00:07:19
it and I see the business results does it bother you that the medium the new media or platforms that are some

00:07:28
will say creating huge anxiety worry are you in the business of anxiety inducing content on platforms that are bad no no

00:07:43
I love this no I don't believe that at all I actually completely take a different take first of all people have

00:07:50
always been consistent people have always had anxiety people are insecure people are trying to keep up with the

00:07:57
Joneses people have parents that create entitlement which leads to insecurity if you look at a picture of somebody in

00:08:03
beautiful Dubai and you have FOMO because you don't there is far more important things going on there than you

00:08:09
following things on Instagram magazines were creating anxiety because all the models in it were tall and skinny for

00:08:17
all the girls that went through Vogue in 1992 television creates anxiety with its actors and movie stars everything has

00:08:24
the potential of creating anxiety so let's talk about how you're being judged at the moments there are those who say

00:08:29
he is wrong wrong wrong wrong about media adding and I quote we get the gurus we deserve and you could not

00:08:38
invent a more suitable spokesperson for social media a big guy in the traditional media landscape said that

00:08:47
about you yeah that that is that's that's probably the most exciting statement that I could get from somebody

00:08:54
who's an executive in the ad world that comes from a gentleman who's never actually run a business you know I did

00:09:01
marketing to put food on my family's table because we were immigrants from the Soviet Union and when I joined my

00:09:05
family business that's how we lived that gentleman went to business school and has been a executive his entire life at

00:09:13
a holding company and has never had to earn a dollar that actually means something in merit he's only sold

00:09:19
reports and PDFs to other corporations I'm topped on the field because I'm winning I'm winning vaynermedia is the

00:09:28
fastest growing independent agency in the history of the industry I'm winning that's why they're upset you are a

00:09:34
die-hard Jets fan say I'm not winning they are not I love the way you say I am since the time I

00:09:45
was since I was seven I love that by the time I was in fourth maybe when by the time I was 10 or 11 I have been saying

00:09:53
to anybody that was willing to listen to me that I was going to buy the New York Jets so what am I going to do about it

00:10:00
I'm going to amass the wealth and the opportunities to enable me to buy the Jets when they're up for sale and then

00:10:08
I'm gonna go win Super Bowls I love your style Terry V there is a green knitted jersey that as I understand it will sit

00:10:17
proudly above the name of the Jets at the stadium when I tell me about that Jersey I appreciate bringing this up I

00:10:26
have I literally don't like stuff right I don't want to buy anything other than a team I don't like stuff but there is

00:10:35
one item that rules my soul when I was 7 I fell in love with the Jets all the kids in the neighborhood had jerseys I

00:10:43
ran into the house mom I need a Jersey my mom laughed at me because that's not what immigrants do we don't spend $25 on

00:10:50
a football jersey I would cry and I was sad I continued to go outside for the next week not wearing a jersey while

00:10:56
everybody else did you know it's the 80s kids we went outside everyday and and and then finally like 10 or 11 days

00:11:04
later my mom at night had knitted me a Jets Jersey with my name Gary on the back of my favorite number five and and

00:11:13
is the single most important item to me and represents absolutely everything about my journey and about my parents

00:11:19
and how much I appreciate them for you know it's so crazy with all the great things that are happening to me

00:11:26
professionally personally I've heard your story before to a certain extent you know the pride that you clearly have

00:11:33
in being an American yes how does it feel to live in this era in America does it worry are you proud of the country am

00:11:44
i proud of the country I'm proud of the country I'm not proud of all the behaviors I'm proud of my mother do I

00:11:50
with everything she does absolutely not but look I think I think what whatever your politics are I believe that

00:11:59
anything that looks like nationalism or us-against-them is always massively detrimental it

00:12:06
eliminates so much of the good that happens in the human spirit and so I very much dislike the tone of demonizing

00:12:17
anything from the outside - This is all I know, I'm blindly consumer-centric, and as long as you're blindly consumer-centric...

00:00:04
- What do you mean by that? - All I do is pay attention to what people are doing, nothing else, nothing else.

00:00:12
You can punch me in the face 8,000 times, I'm here to get punched. - [Becky] He's a best-selling author,

00:00:18
motivational speaker, and marketing guru. - Hustle would be putting all your effort into achieving the goal at hand,

00:00:26
and for me, that means, making every minute count. - [Becky] Gary Vaynerchuk, simply Gary Vee to his legions of followers on socia media,

00:00:35
is a consummate communicator, dishing out advice on everything from best business practices

00:00:41
to how to live a happy life with a heavy dose of F-bombs. (audience cheers)

00:00:48
- If she knows, what's your fucking problem? - I recently caught up with the lively New Yorker in Dubai to get to know the man behind the brand and find out

00:00:59
how he keeps one step ahead of the competition. What does being a contemporary communicator mean? - It means that you are blindly religious around this.

00:01:12
It means that you understand where people are paying attention, whether that's Twitch or TikTok

00:01:18
or believe it or not, organic reach on LinkedIn or pre-roll on OTT, it's understanding that modern television commercials and modern print ads

00:01:30
and modern radio ads are overpriced, outside of the Super Bowl, and it means that, you know,

00:01:36
the Facebooks and the Twitters and the Instagrams and the YouTubes and the pre-roll Spotifys are grossly underpriced,

00:01:43
and then are you capable of creating the creative, the videos, the pictures, the written words that are contextual to those platforms,

00:01:51
not taking a commercial and putting it on YouTube, to make the agenda successful. - You are a pain in the ass to the industry

00:02:00
who ought to know all of this. Nothing you are telling me actually is brand new. This has been around for time, so what makes you

00:02:12
different from the rest of the industry? - I'm all about where is the media underpriced, where is it overpriced.

00:02:20
I would obviously wanna buy underpriced, so for me, social media, not all of them, the current state of certain media products

00:02:29
within certain media platforms is so wildly underpriced, Faceboook, Instagram Stories, LinkedIn, pre-roll YouTube when you tie it into the Google search.

00:02:40
So I'm all about underpriced attention, quite a bit of that is happening on social media today, in 10 years, it might on Voice or something else.

00:02:50
I'm completely unemotional of the platform, I'm completely emotional about consumers' attention. I think I have single,

00:02:58
I'd literally think that I have one of the best ideas for a social network. - [Both] Yeah!

00:03:04
- [Gary] You got your perspective. - So you said, I think 30-second spots on TV are bad, I think five-second pictures,

00:03:14
eight-second videos on TikTok are good, and I think three-minute-and-19-second little docuseries on YouTube, Facebook, Instagram are good

00:03:23
because they're being deployed against places where people are actually watching it. - I love that sentence.

00:03:30
(both laugh) I don't know what else to say, it sounded exactly right.

00:03:33
I mean that reality is it's like, it's so funny I have no interest in holding up the past. I ask people, why is it

00:03:43
that writing with a pen, on a piece of paper, a message, and then sending it in the mail is heralded as this noble act,

00:03:51
but a text is demonized as not warm or great communication. The reality is it's the message, not the medium. And so, for me, I'm just super focused on,

00:04:02
if a client gives me $10 million to make something happen, I want that to be successful, and requires being a day trader

00:04:10
of where communication is, not a mutual fund buyer based on past performance. Striking a platform while it's hot matters way more

00:04:20
than if that platform actually exists in a decade. - You have first mover advantage, still just. The business is built on the fact

00:04:27
that you had first mover advantage. Gary, how do you stay relevant? You scale your own business.

00:04:34
How do you avoid becoming that traditional media agency? - There's several ways.

00:04:41
One, I will never take my company public, that's how I avoid it. Two, this is all I've ever done.

00:04:48
You know, in 1996, I launched one of the first three e-commerce wine businesses in America, and by 1997, I had

00:04:53
one of the most meaningful email newsletters. I bought Google Ads the day it came out. I started the first long-form YouTube show

00:05:00
or one of the five first long-form YouTube shows in 2006. I invested in Facebook, Twitter, Tumblr, Uber before they became what they were.

00:05:08
This is all I know, I'm blindly consumer-centric and as long as you're blindly consumer-centric... - What do you mean by that?

00:05:14
- All I do is pay attention to what people are doing, nothing else, nothing else, I do nothing else, and as long as you do that and behave towards that,

00:05:22
well then, what everybody else does, which is actually try to figure out how to work in the B-to-B world,

00:05:27
how to make margin in the short term, are always vulnerable to that. That is probably the thing that I'm most confident about,

00:05:35
which is that this has been written, and I will continue to rinse and repeat this model at 55, at 66, at 77, at 88,

00:05:44
and I mean, and here's the good part, and if I don't because I got stale or tired or complacent, I deserve to lose.

00:05:54
- You say you are completely platform-agnostic. - I am. - You've talked about those

00:06:01
in the business of marketing strategies being a full day behind the curve. - [Gary] Yes.

00:06:08
- To remain relevant, you need to be, you know, on the say as it were, on the money. What's happening tomorrow, Gary?

00:06:17
- I don't know. See, that's the beauty of being completely and utterly day-trading-focused, I don't know.

00:06:24
Look, I clearly see trends that make me believe that Voice, you know, Google Home, Alexa is going to be

00:06:31
incredibly powerful as a front-facing framework, as an operating system. - [Alexa] Cancel anytime, terms in the Alexa...

00:06:38
- Yes. - [Alexa] Should I start your free trial and pay I'm Still Standing?

00:06:42
- Yes. How dangerous is that? Alexa sent me pizza, that's powerful.

00:06:49
Google, tell me about the election. Think about how powerful what comes out of the Google Voice is at that moment.

00:06:57
So I do see Voice as an interface brewing, but I have no passion, you know, when I get most heralded,

00:07:06
people talk about me being a futurist or a Nostradum, I laugh, I'm like, I'm none of those things. What I'm very good at is

00:07:12
when TikTok is happening right now, I'm very loud about it, and I see it, and more importantly, I make on it, and I test it,

00:07:20
and I see the business results. - Does it bother you that the medium, the media, the new media, or platforms

00:07:27
that are, some will say, creating huge anxiety for their users? Does that worry?

00:07:34
Are you in the business of anxiety-inducing content on platforms that are bad for the answers out there? - No, I don't believe that at all.

00:07:45
I actually completely take a different take. First of all, people have always been consistent, people have always had anxiety, people are insecure,

00:07:56
people are trying to keep up with the Joneses, people have parents that create entitlement, which leads to insecurity.

00:08:02
If you look at a picture somebody in beautiful Dubai, and you have FOMO because you don't, there is far more important things things going on there

00:08:09
than you following things on Instagram. Magazines were creating anxiety 'cause all the models in it were tall and skinny

00:08:17
for all the girls that went through Vogue in 1992. Television creates anxiety with its actors and movie stars. Everything has the potential of creating anxiety.

00:08:26
- So let's talk about how you're being judged at the moment. There are those who say,

00:08:29
he is wrong, wrong, wrong, wrong about media, adding, and I quote, we get the gurus we deserve,

00:08:37
and you could not invent a more suitable spokesperson for social media. A big guy in the traditional media landscape

00:08:47
said that about you. - Yeah, that's probably the most exciting statement that I could get from somebody

00:08:54
who's an executive in the ad world. That comes from a gentlemen who's never actually run a business.

00:09:00
You know, I did marketing to put food on my family's table because we were immigrants from the Soviet Union, and when I joined my family business,

00:09:06
that's how we lived. That gentleman went to business school and is been an executive his entire life

00:09:13
at a holding company and has never had to earn a dollar that actually means something in merit. He's only sold reports and PDFs to other corporations.

00:09:23
I'm top on the field because I'm winning, I'm winning. They know media is the fastest-growing independent agency

00:09:30
in the history of the industry. I'm winning, that's why they're upset. - You are a die-hard Jets fan. - [Gary] Yes.

00:09:36
- They are not winning. - They are not. - [Becky] At present. What do you do about that? - First of all, I love the way you segue,

00:09:42
what am I gonna do about that? I am, since the time I was, since I was seven, I've loved them.

00:09:48
By the time I was in fourth, maybe by the time I was 10 or 11, I have been saying to anybody

00:09:54
that was willing listen to me that I was gonna buy the New York Jets. So what am I gonna do about it?

00:10:00
I'm going to amass the wealth and the opportunities to enable me to buy the Jets when they're up for sale, and then I'm gonna win Super Bowls.

00:10:09
- I love your style, Gary Vee. There is a green knitted jersey that, as I understand it, will sit proudly

00:10:20
above the name of the Jets at the stadium. Why, tell me about that jersey. - I appreciate you bringing this up.

00:10:26
I literally don't like stuff, right? I don't wanna buy anything other than the team. I don't like stuff.

00:10:35
But there is one item that rules my soul. When I was seven, I fell in love with the Jets. All the kids in the neighborhood had jerseys.

00:10:43
I ran into the house, mom, I need a jersey. My mom laughed at me because that's not what immigrants do,

00:10:48
we don't spend $25 on a football jersey. I would cry and I was sad, I continued to go outside for the next week

00:10:55
not wearing a jersey while everybody else did, you know, it's the 80s kids, we went outside every day. And then finally, like 10 or 11 days later,

00:11:05
my mom, at night, had knitted me a Jets jersey with my name Gary on the back, and my favorite number five,

00:11:12
and it's the single most important item to me. It represents absolutely everything about my journey and about my parents and how much I appreciate them for,

00:11:23
you know, it's so crazy, with all the great things that are happening to me professionally and personally.

00:11:27
- I've heard your story before to a certain extent, you know, the pride that you clearly have in being an American.

00:11:34
- [Gary] Yes. - How does it feel to live in this era in America?

00:11:42
Does it worry, are you proud of the country? - Am I proud of the country, I'm proud of the country. I'm not proud of all the behaviors.

00:11:48
I'm proud of my mother. Do I agree with everything she does, absolutely not. But, look, I think whatever your politics are,

00:11:57
I believe that anything that looks like nationalism or us against them is always massively detrimental. It eliminates so much of the good

00:12:09
that happens in the human spirit. And so, I very much dislike the tone of demonizing anything from the outside.

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