• Wed. Feb 24th, 2021

this is all I know I'm blindly consumer-centric and as long as you're blindly pre consumer-centric what do you mean by that all I do is pay attention to what people are doing nothing else nothing else you can punch me in the face 8000 times I'm here we get punched he's a best-selling author motivational speaker and marketing guru possibly putting all your effort into achieving the goal at hand and for me that means making every minute count Gary Vaynerchuk simply Gary Vitas legions of followers on social media is a consummate communicator dishing out advice on everything from best business practices to how to live a happy life 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 brand and find out how he keeps one step ahead of the competition what does being a contemporary communicator mean it means that you were blindly religious around this it means that you understand where people are paying attention whether that's twitch or tick-tock or believe in not organic reach on LinkedIn or pre-roll on OTT it's understanding that modern television commercials and modern print ads and modern radio ads are overpriced outside of the Superbowl and it means that you know the Facebook's and Twitter's and the instagrams and the youtubes and the pre-roll Spotify czar grossly underpriced and then are you capable of creating the creative the videos the pictures the written words that are contextual to those platforms not taking a commercial and putting it on YouTube to make the agenda success you are a pain in the ass to the industry who ought to know all of this nothing you are telling me actually is brand new this has been around for some time so what makes you different from the rest of the industry I'm all about where is the media underpriced where is it overpriced I obviously want to buy underpriced so for me social media not all of them the current state of certain media products within certain media platforms is so wildly under priced Facebook Instagram stories right LinkedIn pre-roll YouTube when you tie it into the Google search so I'm all about underpriced attention quite a bit of that is happening on social media today in ten years it might be on voice or something else I'm completely unemotional of the platform I'm completely emotional about consumers attention I think I have the single eye I'm I literally think I have one of the best ideas for a social network you got your perspective so you said I think 30-second spots on TV are bad I think five second pictures eight second videos on tick-tock are good and I think three minute nineteen second little docu-series on YouTube Facebook Instagram are good because they're being deployed against places where people are actually watching it I love that sentence I don't say it sounded exactly right I mean the reality 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 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 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 if a client gives me ten million dollars to make something happen I want that to be successful and that requires being a day trader of where communication is not a mutual fund buyer based on past performance striking a platform while it's hot matters way more than if that platform actually exists in a decade you have first mover advantage still just the business is built on the on the fact that you had first mover advantage now how do you stay relevant as you scale your own business how do you avoid becoming that traditional media agency 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 you know in 1996 I launched one of the first three ecommerce wine businesses in America and by 1997 I had one of the most meaningful email newsletters I bought Google Ads the day it came out I started the first long-form YouTube show or one of the five first long-form YouTube shows in 2006 I invested in Facebook Twitter Tumblr uber be kept before they became what they were this is all I know I'm blindly consumer centric and as long as you're blindly pre consumer centric what do you mean by that 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 well then what everybody else does which is actually trying to figure out how to work in the b2b world how to make margin in the short term are always vulnerable to that this that is probably the thing that I'm most confident about 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 and I mean I'm and here's the good part and if I don't because I got stale or tired or complacent I deserve to lose you say you are completely platform agnostic yeah you've talked about those in the business of marketing strategies being a full day behind the curve yes to remain relevant you need to be you know on the day as it were on the money what's happening tomorrow Gary I don't know see that's the beauty of being completely and utterly day trading focused I don't know look I clearly see trends that make me believe that voice you know Google home Alexa is going to be incredibly powerful as a front-facing framework as an operating system cancel anytime terms in the Alexa yes should I start your free trial and play I'm still standing yes how dangerous is that Alexa send me pizza that's powerful Google tell me about the election think about how powerful what comes out of the Google Voice is at that moment so I do see voice as an interface brewing but I have no passion you know at my when I get most heralded 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 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 it and I see the business results does it bother you that the medium the new media or platforms that are some will say creating huge anxiety worry are you in the business of anxiety inducing content on platforms that are bad no no I love this no I don't believe that at all I actually completely take a different take first of all people have always been consistent people have always had anxiety people are insecure people are trying to keep up with the Joneses people have parents that create entitlement which leads to insecurity if you look at a picture of somebody in beautiful Dubai and you have FOMO because you don't there is far more important things going on there than you following things on Instagram magazines were creating anxiety because all the models in it were tall and skinny 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 so let's talk about how you're being judged at the moments there are those who say he is wrong wrong wrong wrong about media adding and I quote we get the gurus we deserve and you could not invent a more suitable spokesperson for social media a big guy in the traditional media landscape said that about you yeah that that is that's that's probably the most exciting statement that I could get from somebody who's an executive in the ad world that comes from a gentleman who's never actually run a business 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 that's how we lived that gentleman went to business school and has been a executive his entire life 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 I'm topped on the field because I'm winning I'm winning vaynermedia is the fastest growing independent agency in the history of the industry I'm winning that's why they're upset you are a die-hard Jets fan say I'm not winning they are not I love the way you say I am since the time I 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 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 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 go win Super Bowls I love your style Terry V there is a green knitted jersey that as I understand it will sit proudly above the name of the Jets at the stadium when I tell me about that Jersey I appreciate bringing this up I 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 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 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 a football jersey I would cry and I was sad I continued to go outside for the next week not wearing a jersey while everybody else did you know it's the 80s kids we went outside everyday and and and then finally like 10 or 11 days 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 is the single most important item to me and represents absolutely everything about my journey and about my parents and how much I appreciate them for you know it's so crazy with all the great things that are happening to me professionally personally I've heard your story before to a certain extent you know the pride that you clearly have 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 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 with everything she does absolutely not but look I think I think what whatever your politics are I believe that anything that looks like nationalism or us-against-them is always massively detrimental it eliminates so much of the good that happens in the human spirit and so I very much dislike the tone of demonizing anything from the outside

Leave a Reply

Your email address will not be published. Required fields are marked *