0:00

Everyone. Welcome back to the GaryVee audio

0:02

experience. Once again, I'm Jacob from Team

0:04

GaryVee. And if you're listening on Spotify, make

0:06

sure you drop your feedback for this episode

0:09

in the q and a section down below. We

0:11

have a really awesome episode for you today. This

0:13

is a throwback keynote that Gary gave in

0:15

San Francisco back in twenty thirteen.

0:17

There's a lot of practical stuff that's still

0:19

translates almost ten years

0:21

later. We really hope you enjoyed this one and we

0:23

hope to see you in the next episode. This

0:27

is the GaryVee audio experience.

0:31

Gary Vaynerchuk, ladies and gentlemen, thank

0:33

you so much. Although,

0:39

We got a shake now too. Jesus,

0:41

he expects so much, man. Good

0:44

afternoon. Thanks so much. I know it's everybody's

0:46

looking to go and eat dinner and things of that nature.

0:48

So I really appreciate the people that have stuck around.

0:51

More old, that story is, you know, I

0:53

do like giving out hundred dollars at a time,

0:55

so If you make it through the keynote, feel free

0:57

to come up here and ask for it. I'm

0:59

gonna be rolling it out. So

1:01

I thought had an hour and now I have fifteen

1:03

minutes. So I've had a kind of adjust where

1:06

I'm going with this. I think I'll just go through this

1:08

quite quickly. And ironically, there's not

1:10

a whole lot to say so I

1:12

could probably say it in fifteen minutes, which is this.

1:14

I think it's really interesting. I think it's

1:17

really super interesting that the last panel which I thought

1:19

was quite good talks about growth hacking.

1:21

And mobile marketing and content marketing

1:24

and all this stuff. And it's really funny to

1:26

watch us, you know, human beings

1:28

continue to repackage the same

1:30

shit over and over. Right? I mean,

1:33

we've literally, fundamentally, for the last

1:35

two hundred years, have continued to repackage

1:37

the same old thing over growth hacking.

1:40

You know what growth hacking is? Like, get

1:42

customers. Like,

1:45

let me just save everybody a lot of times.

1:48

Like, growth hacking. So so

1:50

I think so I was thinking about that.

1:52

And listen, I'm you know, I have a micro

1:55

content production company. Right? Like,

1:57

we continue to repackage the same old thing,

1:59

and I will tell the people who've lasted here

2:01

long enough, then I know it's been a long day

2:04

that, you know, I really were spec that, and

2:06

I wanna bring value to this

2:08

conversation, and that's really what this is

2:10

all about. At the end of the day, no matter what you

2:12

do. If you're tremendous VC or an entrepreneur,

2:14

or a brother or a sister or a parent

2:17

or anything you are in your life

2:19

and obviously in the context of what a lot of us

2:21

are here for which is business, you've

2:23

got to bring value. And and

2:26

nothing else really fundamentally matters.

2:28

I want every single person to look

2:30

at the home screen of their phone when

2:33

they leave here today, and look at all

2:35

the apps that take the home screen of your

2:37

phone. This home screen of your telephone

2:39

is probably one of the most interesting looks

2:41

into the psychology of people right now.

2:43

I will probably get arrested in

2:46

the next twelve months because every time

2:48

I travel, I am looking over the shoulder

2:50

of twelve and thirteen year old children to

2:52

get a good feel of what is on their

2:54

home screen because I'm desperately

2:57

interested in trying to understand what

2:59

their home screens look like different than mine

3:01

to understand the psychology. So if you ever

3:03

read beta beat article that I got arrested,

3:05

I promise you it wasn't I wasn't that

3:07

purvey. Anyway, if

3:10

you look at the home screen of your phone, there's really

3:12

only three things. No matter if you're fucking organized

3:14

and put things into folders or you just have the apps

3:16

on there. There's really only three fundamental things

3:18

on your home screen. Right? There's escapism,

3:22

which is games. The reason,

3:24

you know, you know, angry birds and all these

3:26

other things on your phone is because our lives are complicated

3:28

and hard and we need escapism. The reason

3:30

there are sports and music and

3:33

all these wonderful things that we actually are quite

3:35

passionate about is it actually takes a few

3:37

minutes out of our day, a few hours out of our day

3:39

or week or you're and lets us not worry

3:41

about all the crazy shit that we actually

3:43

have to worry about and actually being a human being.

3:45

And so escapism, entertainment, whatever

3:47

you wanna look at it is quite important and

3:49

very very important. Number two, utility.

3:52

Right? If you look at your phone, a lot of you have

3:54

your calendar and your clear app

3:56

to do less utility, making your life

3:58

better, helping you get to places, do things of

4:00

that nature, how do you make your life better,

4:02

and finally social. And

4:04

that's the one I love to really think a whole lot

4:06

about because I really do love people. Social

4:09

is on your home screen. Social just took over

4:11

gaming as the thing that we spend the most time

4:13

on. So you've got Facebook and Pinterest and

4:15

Tumblr and Instagram and Twitter.

4:17

And that's it. And at the end of the day,

4:20

what I think about a lot is storytelling.

4:23

I've only done one thing in my career.

4:25

Right? III will tell this crowd

4:28

right now that for all the accolades and

4:30

all the fact that people think I know what I'm doing, I

4:32

suck shit at ninety nine percent

4:34

of the things in the world. The one thing

4:37

that I've got. The one thing that I've

4:39

got is I I've actually

4:41

understood what the consumer was gonna do

4:43

at scale a little bit sooner than

4:45

most people, and I'm not scared to go

4:47

in market and storytelling and most

4:50

importantly execute in that market.

4:52

My whole life is predicated on this. I did

4:54

not own a computer in

4:56

my life on till I was nineteen

4:59

years old. I launched a dot com

5:01

for my family liquor store business before

5:03

I ever really was on the Internet my

5:05

own self. The only reason I did that

5:08

was because truly believed that you guys were gonna

5:10

do that. I truly believed that when

5:12

used to get laughed at, when I spoke at a conference,

5:14

When I spoke at a conference and I got laughed

5:17

at, when I said that all of you would

5:19

put a credit card into a computer, I

5:21

knew that all of you were fucking stupid. Right?

5:24

I mean that. I really spoke at a conference

5:26

and everybody laughed and I was on a panel

5:28

and the person said, this guy thinks you're gonna

5:30

buy wine on the internal Excuse

5:33

me. This guy thinks you're gonna buy wine on

5:35

the information superhighway. Remember,

5:37

that's how we that's how we used to call it.

5:39

And and and and he asked

5:41

the audience and how many of you were ever

5:43

gonna put your credit card into a computer and nobody

5:45

raised their hand. And I remember thinking

5:48

at that moment like holy shit. This is amazing.

5:50

Like, people don't really know what they're gonna do. There

5:52

are people in this room right now that swore

5:54

to themselves, whether in their mind

5:56

or to other people that they would never be on

5:58

face book that they would never ever

6:00

be on Twitter, but they are. We're

6:02

very good at drawing lines in the sand.

6:05

What I'm completely obsessed with And what

6:07

I care about is that I know that ad

6:09

ad tech in that second floor

6:11

where all those companies were presenting

6:13

their products that ninety eight percent

6:15

of them were features. That

6:18

ninety eight percent of the companies that were in

6:20

the panels today were features. They're

6:22

features. Right? Now, if they

6:24

have a storytelling CEO

6:27

or an operating CEO, maybe they can

6:29

drive it to some sort of success, be acquired

6:31

by else really even run a nice sized business,

6:33

you know, selling your company isn't the only way

6:35

to go out, making money each month and having

6:37

companies nice too. But it's really interesting.

6:40

Right? Being in SF, being at conference

6:42

like this, being part of a panel

6:44

of amazing speakers like today, we

6:47

need to fundamentally recognize that for

6:49

all the people in this room and in this space

6:51

and in this industry that are getting

6:53

caught up in amazing brainpower

6:56

that's here, futuristic thinking, all

6:58

those things, that this industry needs

7:00

a cold, hard dose

7:02

of old school reality to have success.

7:05

You know, I think there's a lot of people that need to

7:07

start realizing that the reason there's

7:09

a series a crunch and things

7:11

of that nature is because assholes like me

7:13

made a lot of money and started writing twenty five

7:15

thousand dollar checks to everything and created

7:17

this angel investing thing. And there's ninety

7:20

eight percent of people that have startups right now

7:22

that don't deserve to have startups because they're

7:24

not good enough. And that ninety

7:26

nine percent of brands don't actually care

7:29

about their clients, don't really care.

7:31

They care about actually making quarterly numbers

7:33

because they're really playing a stock market

7:35

game, not to actually bring value to the

7:37

end consumer game. And so I think we have

7:39

a lot of interest misaligned in

7:42

two thousand thirteen, which, very honestly,

7:44

for a guy like me, is an amazing

7:46

opportunity and I think is really interesting times. I

7:48

think it's never been more interesting to

7:51

innovate and to and to

7:53

be in business than right now because the grounds

7:55

are quite fertile, but the global misunderstanding

7:58

of what we're all supposed to be doing has never

8:00

been higher. Because you have a lot of young people

8:02

that understand a lot of things, but don't understand

8:04

how actually navigate and drive and

8:06

run a business. You have a lot of people that fund

8:08

you like that? You

8:11

don't know how to navigate through? Trump.

8:15

Which is the by the way, ironically, even

8:17

though I just said probably one of the best things

8:19

that ever happened to you. Right? Because naivette

8:21

because really, there's really always a yin and yang. Right?

8:24

The naivette hey, often is what leads

8:26

you to the holy land. But what's

8:28

interesting is a lot of people that do know

8:30

how to navigate, try to

8:33

spend too much time on things that actually

8:35

don't matter. Let me talk to you about something that

8:37

I think the whole market is thinking about quite

8:39

a bit. And I wonder what

8:41

happens in the practical execution of it?

8:43

A huge buzzword in our industry right now

8:46

is big data. Right? Data.

8:48

Data is fucking awesome. I love data. Data

8:50

is tremendous, but watching

8:53

the amount of data that's out there and

8:55

the amount of data that we're all sitting through and

8:57

siphoning through and the complete

9:00

lack of execution against that data

9:02

because people are crippled by the

9:04

data is just one of the most interesting

9:06

things of all time. I promise you one thing

9:08

everybody that's here. We don't need

9:10

any more data. There's plenty of fucking

9:13

data to do shit. I

9:15

promise, it's true. We

9:17

have plenty of data to do things.

9:19

Meanwhile, people continue to build things on top

9:21

of that data and try to add value

9:24

and I'm trying to sell that through. And it's just

9:26

a very interesting time. So I don't know. I've been

9:28

sitting around listening to everything today

9:30

and everything makes sense and and it's all

9:32

fantastic, but I don't think know, maybe

9:34

I'm a little tired and it's later in the day,

9:37

but I just want people to do shit. I

9:40

think we're ripled by lack of execution

9:43

in this market more and more. And I

9:45

and I was sitting back with Mark and somebody

9:47

came up to me. He's like, oh, I started this interview series.

9:49

And all these people are reaching out to me and have only

9:51

done four videos. And I looked them and I said, you know,

9:54

a funny thing happens when you start doing

9:56

shit. And I think that what

9:58

we need to start understanding is not only

10:00

there's a comment to that. Not only is it about

10:02

doing shit, but once and for all, we need

10:04

to start looking ourselves in the mirror and

10:06

asking ourselves, does the service we

10:08

provide Do I as an employee? Do

10:11

I as a VC? Do I as an entrepreneur? Do

10:13

I as a journalist? Do I

10:15

actually bring value to the ecosystem?

10:18

Because the funny thing is, as

10:20

much as I've massaged it and as much as

10:22

I thought about it, and I built a several,

10:24

you know, thirty, forty, sixty,

10:26

seventy million dollar businesses in my career. So had

10:29

success. And as much as I massage it over

10:31

and over, it comes down to a couple little things.

10:33

Do you bring value? And do you know how

10:36

to articulate that value in

10:38

story? Let me explain. The thing that

10:40

I'm most fascinated by right this second

10:42

in the world is this following thing.

10:44

That Facebook is so bad

10:47

at telling its story, that

10:50

brands and people in the world right now

10:52

think that the sponsored story

10:54

product by Facebook is a rip off.

10:57

Brands believe that they're

10:59

getting kept on their organic

11:01

reach on Facebook so that

11:03

you have to buy more Facebook ads to actually

11:06

reach your audience. However, Facebook

11:09

sponsored stories is the only product in the world

11:11

that I know that works like this. Do you know

11:13

that if you want to spend money on

11:15

a piece of content on Facebook? If

11:17

you wanna sponsor a piece of content and

11:19

that piece of content is shit that

11:22

Facebook will not take your money, Let

11:24

me say it again. Facebook will not take

11:26

your money. You cannot spend the money that

11:28

you want again sponsoring a post because

11:31

if it's not getting enough engagement, Facebook

11:33

will stop showing it and not take your money.

11:35

Do you think that there is

11:37

one TV network or

11:40

one newspaper or one banner

11:42

fucking ad platform that when you

11:44

deliver your banner ad to them and they look at

11:46

it and they're like, this is bullshit. Let's give them back

11:48

half their money. Do you think that bucket exists? It

11:51

doesn't. Meanwhile, Facebook's getting

11:53

murdered because they don't know how to story tell.

11:55

And this is happening over and over, and I look at these

11:57

things, I'm like, this is the greatest greatest

12:00

ad product that has happened a long time

12:02

that if a piece of content doing well, you can

12:04

amplify it because you could actually react

12:06

to the data, not do an up upfront. Let's

12:08

spend this money and let's see what happens.

12:10

No actually respond to reality

12:12

of the marketplace and pay against it.

12:14

And meanwhile, it's being looked upon terribly

12:17

because here's an interesting scenario

12:20

where a company bought tremendous value

12:22

but didn't know how to story tell. And that's

12:25

why storytelling and the theme of everything. And

12:27

everything I ever think about matters. Listen,

12:30

I'm gonna tell, you know, probably because there's not that

12:32

many people here of share my secret, I

12:35

get much more credit than I deserve for my accomplishments

12:37

in my career. And the only reason that is,

12:39

is because I'm just a much better storyteller

12:42

than a lot of other people that have done

12:44

plenty of things in their career that are greater or

12:46

better than me. And I think that we need to think about

12:48

that. I promise you that the greatest book that I

12:50

was ever written and the best movie of all

12:52

time didn't open, didn't

12:54

sell because they didn't know how to story tell

12:56

the quality of that content. And so content

12:59

matters. And content matters so much

13:01

to me. And the reason that I'm super pumped

13:03

to watch my whole vaynermedia SF

13:05

Crew, When I look at them, I

13:07

said myself, we're doing smart work. We're storytelling

13:09

native to the way the world is. I know that the

13:12

world now lives, that you guys live in world

13:14

that looks like this. That we live in world that

13:16

we do this. Right? And how do you stop

13:18

somebody in this new ADD stream

13:20

economy that we live in and tell a story?

13:23

How do you live in world now where

13:25

we are paying attention to ninety things? How

13:27

do you stop them and tell a story? And the

13:29

answer is, by doing it natively. Dan

13:31

from share through was in a very important

13:33

guy and I hope he got his licks in in that

13:35

panel because panels are tough in fifteen minutes with

13:37

five fucking people. What the fuck were you thinking,

13:39

Bonnet? But but

13:43

if you got his licks in, holy shit, don't bring

13:45

your computer. I know it's good stuff up here but

13:48

fucking calm down. Anyway, How

13:52

do you stop somebody when

13:54

we're in this world? Right? It was easy to do good commercials

13:57

in nineteen 70s. You came home, you had a long day

13:59

work, you popped a beer, you sat your fucking ass

14:01

on the couch, and you, like, couldn't no

14:03

DVR, you fucking fuck. No remote

14:05

control. You know, even if you didn't wanna

14:07

watch this shit, you're like, I'm not getting fucking up. Right?

14:09

And so you consumed and it was

14:11

easy to story tell because that's the way we

14:14

did. And if you look back, I'll leave you with this tidbit

14:16

because I got a minute. I would tell

14:18

a lot of people in this room to look back

14:20

historically at what the Leo Burnett Company

14:22

did in the nineteen sixties. The Leo Burnett Company

14:24

was an ad agency that did something quite smart.

14:27

They understood the psychology to

14:29

why you watch television, which was escapism

14:32

which was character based marketing

14:34

and you watch television for gun smoke,

14:36

you watch television for I

14:38

Dream of Genie, So when commercial time

14:40

came, they gave you more of what you wanted

14:43

instead of what they wanted. They gave you

14:45

the Marlboro man. They gave you Tony

14:47

the Tiger. They gave you the keyboard elves.

14:50

They story told in the way that

14:52

you wanted it. And so what I'm spending a lot of

14:54

my time these days on is I know that

14:56

you the world is spending more and

14:58

more time in your mobile devices and

15:00

on social networks. And I have

15:02

to figure out and you have to figure

15:04

out and every brand has to figure out, and every

15:06

startup has to figure out, and every human has

15:09

to figure out, how do I get my story across

15:11

the Nat World? Whichever way is

15:13

much harder happens much faster.

15:15

All of a sudden, six second when we saw vine

15:18

come out, we're like, yeah, we already knew

15:20

that videos under ten seconds did better on

15:22

Facebook than thing over ten seconds. So

15:24

when we saw six second video, we were

15:26

up to the task as a company to storytelling

15:29

six seconds because much like when I saw Twitter,

15:31

People Do you guys remember how people were

15:33

freaking the fuck out on a hundred forty characters?

15:36

Like Go meet articles about Twitter

15:38

in late two thousand six and early two thousand seven

15:40

that said, will never figure out how

15:42

to communicate in hundred forty characters. They

15:44

have to extend this. Eventually,

15:47

we figured it out. I mean, there are

15:49

grown ass men in this room that have texted in

15:51

the last twenty four hours, things like OMG

15:53

and LOL. We

15:56

adjust. We completely as

15:58

a society underestimate the

16:00

evolution of how human beings communicate.

16:03

We used to write shit on caves and we did

16:05

fucking smoke signals and we evolved.

16:08

And I promise you that what's happening

16:10

right now is part of that evolution and

16:12

we will always figure it out. And it is not

16:14

sad when you go out to dinner and see couples

16:16

looking at their phone and not talking to each other because

16:18

they're talking to the person they'd rather be talking and

16:21

that's better than it used to be. We

16:23

will always self populate and do what we

16:25

want. It is our job as marketers

16:27

and entrepreneurs and VCs and brands

16:30

to figure out how to get into that stream

16:32

in a nondestructive way. I think

16:34

I think we're living in very special times.

16:36

And I hugely appreciate you giving

16:39

me fifteen

16:39

minutes. Have a good day. See you. Good question.

16:42

Yeah.

16:43

So we're gonna we're overtime, but

16:46

first of all, wow. That's always inspiring to hear

16:48

you talk Thank

16:49

you, Brian. It was like, in the back, it's like, you're watching,

16:51

like, the show newsroom, and he's, like, you know,

16:53

giving the edict to the the change of

16:55

the media industry. And so

16:58

I spend most of my days in boardrooms. You

17:01

have been in a number of those

17:03

boardrooms. What's the biggest challenge you think are

17:05

in those boardrooms? That everybody's full of

17:07

shit, that people don't make that peep nobody's

17:09

true. Right? Like, let's really Like, well, especially

17:11

this is a man. I fucking love it when it's like this.

17:14

So let's look let let's let's talk about it for

17:16

real. Right? The problem with boardrooms are

17:18

people I was so naive to

17:20

corporate America. I was not gonna put my life. I grew

17:23

my family's business than I was into start ups.

17:25

Corporate America, somebody makes a

17:27

decision in a boardroom or some of your

17:29

businesses that is completely predicated on

17:31

their bonus. Not what's best for the product

17:34

or completely predicated on how

17:36

they can politically grow within the organization or

17:38

how to make their boss look good, bad, or indifferent.

17:41

So what ends up happening is you sit in a board

17:43

room where people aren't

17:45

aligned on what's right. Me and my dad

17:47

fought every single day for

17:50

nine years building wine library. Every

17:52

day, I fought with my dad. I'm proud to

17:54

sit here and say that I cried a

17:56

hundred times. Right. But there's one thing

17:58

I think back to now that blows my mind, which

18:00

is that my dad and I only

18:02

ever gave a fuck about the logo. It

18:05

was never about what my dad wanted. It was never

18:07

about what I wanted. It was never about who made

18:09

more money. It was nothing other than

18:11

the fucking logo. White library. Right?

18:13

That's not happening in ordering's corporate America,

18:16

people don't give a fuck about selling more cereal

18:18

or soda or fucking anything. They're thinking

18:21

about other things and there's seven

18:23

agendas. I mean, I have a

18:25

very tough time with what's going on between

18:27

agencies and brands. I don't think they're

18:29

agendas or aligned. Like, know, I

18:31

think agencies do a terrible job. I mean,

18:33

back to my naivete to you guys,

18:35

like, I didn't run an agency. I think the reason

18:38

we built really big company really fast is I didn't

18:40

know the rules. didn't know that,

18:42

like, you should charge for every hour

18:44

that you sneeze. Right? Like, I didn't know this shit.

18:46

I just wanna do the best work I just

18:48

wanted to do what was right. I just wanted to

18:50

sell shit. Go figure. Fair

18:53

enough.

18:57

But, you know, at the same time, so it's real body.

18:59

Yeah. No. I looked at it. I sit there with you.

19:01

The challenge that I face more than anything

19:03

is what I see So

19:05

there's one set of people in the boardroom. No,

19:07

no, I want you to say that. There's one set of people

19:09

in the boardroom which is senior leaders. There is

19:12

another set of people in the boardroom which are

19:14

more junior marketers that enter

19:16

into a system that is actually built

19:18

on not necessarily making sure

19:21

that they live up to their potential So

19:23

what makes me

19:24

nervous? And you Well,

19:25

then this. Fuck. Let's talk about school then. Yeah. Fair

19:27

enough. Like, if you really want all freedom,

19:28

I think business

19:29

wants to talk about the real conspiracy. Yeah.

19:31

But I think business school too. I think you know, look,

19:33

one percent How

19:34

many people have student loans? Raise your hand. Yeah.

19:37

Fucking blows. Some

19:39

emotion. Or You know, so

19:41

we did we did a we did a survey out of the top

19:43

one hundred business schools. All

19:45

of the descriptions of classes only one

19:47

percent those descriptions use the word digital

19:49

in it in

19:50

Yeah. So let me tell you something about business schools in

19:52

America. You're looking at somebody right now who

19:54

failed, who failed, I

19:56

always have the preface as I tell all my friends I was

19:58

bad student and I'm hanging out with all these fucking

20:00

millionaires and geniuses. I think they think

20:02

that I got beat. Right? I'm like, no asshole.

20:05

I got fucking f's. Right? So

20:07

when you're talking to somebody up here right now

20:09

who failed all his classes, who went to

20:11

Mount Hyattah College, Right? Because I got a

20:13

postcard in the mail, second semester

20:15

of my senior year and brought to my guidance counselor

20:17

and she's like, fuck it. Go. And so alright?

20:21

So Meanwhile, now I go

20:23

and speak at all these places. Right? I

20:25

go to Harvard and University of Chicago

20:28

and Michigan and all these places. And I always

20:30

go and sit and listen to the curriculum

20:32

before I speak because when I sniffed

20:35

out was like holy

20:36

shit. It's abysmal. Abysmal. They're

20:38

talking about shit that isn't thrown at us three

20:40

years ago, let alone now. It's crazy.

20:42

And I actually think we're family most of people

20:44

who are entering in as a result of that. But

20:46

the other thing I think so the challenge I think you

20:48

face is, which I see you face

20:51

sometimes directly, is that

20:53

so many brand marketers are afraid to actually

20:56

take your guidance and pull the trigger on the things that

20:58

you're

20:58

suggesting.

20:58

Of course, because nobody gets fired for doing television.

21:01

Or big no. But the bigger problem with

21:03

that is not that they don't get fired. They become

21:06

obsolete in twenty five years and they sit and say

21:08

stagnant in the exact same place their career.

21:10

So what I get frustrated about is

21:12

that they're not told that the way to actually

21:15

grow is to do things

21:16

different. By the way, there's a ton of people who look

21:18

the same. There's very few people I think

21:20

I think the other thing is we have to realize

21:22

it's not an all or nothing game. The thing that has

21:24

blown me away about corporate

21:26

or these organizations is that they don't

21:28

have a Navy SEALs unit. Right? Like,

21:30

the US government is the biggest thing. And we have

21:32

the biggest military, and I always use this

21:34

equation. Right? Like, we have a big army

21:36

television print, you know, we have a big army

21:39

scale. Right? But to get certain

21:41

jobs done, there's like forty dudes.

21:43

Forty chicks, right, that make shit happen.

21:46

The fact that these organizations have not created

21:49

allocation of dollars for ninja

21:51

units to go out and actually

21:53

make shit happen, seems crazy to me

21:55

because it's a very small allocation of dollars

21:57

in the scheme of what they spend each year.

21:59

And meanwhile, mean, listen, you know this. And

22:01

if we're gonna get into this, like, you have you have

22:03

very junior brand managers controlling the

22:06

money, not senior leadership, which is

22:08

fascinating to me. Right? think

22:10

that's a good thing. I just think that we have any But

22:12

there's scared there's scared you

22:14

know, like and then I sit in all these senior meetings

22:16

that are, like, well, the brand managers aren't doing their

22:18

job, but, like, asshole. You're fucking not giving

22:20

them the permission. And the funny thing

22:22

is, in the end of the day, you're essentially a

22:24

judge. When

22:26

he does say that, by the way. When they're and

22:29

you're like, what he really means is the

22:31

appropriate terminology. Sorry, sir.

22:34

No.

22:36

Anyway, I you know, we're running out of time.

22:38

I I just thought that it was interesting

22:40

and I also think So you

22:44

talked about the big data. I walked by a panel and

22:46

said big data needs to be small

22:48

data. And I was like, really, that's kind of

22:50

the but I I thought it was interesting about the repackaging.

22:52

So one last question.

22:55

Yeah. So what

22:57

do you think is and I'm again, I'm talking

22:59

from brand marketer standpoint. What do you think

23:02

is the one if

23:04

you could tell them to go do one thing

23:06

that would help open up their perspective, what would

23:08

it be? Fuck

23:10

man. There's so many. One

23:13

thing. One

23:13

thing. One. Focus.

23:16

One thing that could open up their The

23:19

problem for me with that answer is to answer

23:21

that question, and as many of you know, I'm never

23:23

short to give a quick answer, is that

23:26

I only care about execution. I

23:28

only care about execution. So

23:30

when I try to reverse engineer what a brand marketer

23:32

needs to do to actually then go and execute, it

23:35

could be going to a conference of being inspired

23:37

It could be going and working with a startup

23:40

for a month to see how it actually is.

23:42

But the reality is, it's almost

23:44

like If I told them do

23:46

one thing, it'd be to go tell their

23:48

bosses what they actually feel.

23:50

Because the horseshit is what's really the

23:52

problem. The fact that that's the

23:54

the communicate. It's it's like relationships. It's,

23:57

you know, people don't communicate enough. Right?

24:00

Like, we just don't communicate enough. Like,

24:03

there's just too much horse shit. There's

24:05

too much bullshit. And then people are crippled

24:07

to go and execute. And that's the real

24:09

thing that you see. And the reason I think that

24:12

my company can execute is

24:14

that I have not been able to commence

24:16

my team that I'm not joking,

24:19

that I wanna give them fifteen minutes at a time, and that

24:21

they can say anything. It's been surprising to me that

24:23

haven't taken me up on that. It's been surprising

24:25

that they're still scared of me and that makes me

24:27

realize holy shit infrastructure. I mean, could you imagine,

24:29

like, me. Right? Like, you see what I am.

24:32

Right? There's still that intimidation based on

24:34

layers. How do we create something

24:36

that gets actual authentic real

24:38

dialogue going on? Because everybody

24:41

is crippled by bullshit rules

24:43

and tons of tradition that

24:45

doesn't actually matter in a two

24:47

thousand and fourteen world. And

24:50

that's why Barnes and Noble and

24:52

Borders go out of business. That's why

24:54

-- Right. -- in the consumer packaged goods brand,

24:56

you guys are always trying to buy chiboni and

24:58

red bull and vitamin water and you're unable

25:01

to do it yourselves because there's just too

25:03

much horse shit which makes you slow

25:05

and everything is predicated on speed.

25:07

Speed is the game. And if you can't execute

25:10

fast, you can't win because by the

25:12

time you execute on your

25:13

promise, the world fucking moved on you.

25:16

Alright. Ladies and gentlemen, let's have

25:19

a big wrap up.