with beautiful st. John’s Newfoundland
and Labrador Canada behind me a question for marketing professional services
professional services firms if you’re trying to establish legal firm real
estate sales team a consulting practice better suited your brand and your new
company or a better suited focusing on the people with the skills they’re
providing value to your clients the firm or the person thanks for your thoughts the answer is it comes down to you as
the head of that organization to make that decision on what you’re better at
if you if you market the people you have an ability that the person has the
equity and they can leave right like this is not the NBA where they’re
locking these contracts they have nowhere to go you can go that person
that can go and started her own firm and you don’t get any economics that’s why people don’t
promote the people underneath them quite a bit I think the mistake because if you
show that you’re an organization that promotes people the next group of people
want to come in and most people are risk-averse enough like their risk
tolerance is so low they don’t want to start a business they just like to be a
top earner within your organization but I think you could both you know like I
promote brand in and when he was at one library and other people online library
like more and more people now they feel like we’ve got a grasp what we do are
going out and speaking on offense executives for Boehner media but I also
you also promote the companies themselves so the answer is both but I
think it’s about self-awareness an operator if you think you’re better at
working people than you are working a logo in an organization should spend
more time on that if you think you’re better at doing it for around a logo or
name that people cuz it’s awkward to you than you do that by trying and mixing
the two weeks since Josh asks his Twitter making a comeback with the
recent addition of Jess I mean I think

something that signature near mount
rushmore would love one of those anybody near Mount Rushmore I’ll take it as they
are you getting ready for summer vacations as you get around more
visually exciting things for a scary you won’t get on the show we use LinkedIn
hardly pay for the program it’s a great utility works great for Boehner but
nothing works better than the Brant when you build something that special people
are coming to you and said a new recruiting the greatest way to recruit
is to not recruit its to do something that is so significant or interesting or
curious or challenging that people want to work for you banners now starting to get that
momentum even though I don’t promote it was me holding off promotion even though
I don’t promote if you’re wondering if you know i dont promoted what we are
doing is we’re trying to let the word of mouth or two people that try hard enough
to like get through all the traps I put out there to get through and see what’s
actually going on here and so I would say it is a great tool for us we love it
we use it were a lot but the word of mouth of the internal employees telling
other people they should come and work here oh my god this amazing place and
people that are sniffing out and talking to other people clients are human beat my clients are
human beings meaning when I know they’re getting great work and they’re out to
dinner with a buddy who happen to work in an agency that’s a competitor and
like you know we should really look at the inner unique light sweet cuddly
employees will get that way mouth so the two ways to do it is to do
great stuff that everybody wants to work for you and I do think the utility
LinkedIn as great as incredible as well I’m gonna surprise like this part

brand when first starting up mean have you watched a hundred and
seventy million things you can do i mean PR is still a basic tried and true
meaning like show up on blogs and be interviewed and job on a black and
Shobhana periscope and things you can do without a PR company in pain them to
$5,000 a year just hack go on you know this is really like this almost higher
simpson attorney Christine I’m sorry but this is like I mean this is literally
like Harry recap everything you’ve been talking about for nine years I mean I’d
almost rather you just google my name and get those answers this way but I’ll
pander to the context of a little pissed off at you India for this question makes
no sense million thinks create content you social
networks all this stuff now doesn’t cost money see the reasons why actual should
be as its layered on top of the internet and it doesn’t cost you money talent in time but it was a question
money like I wanna I wanna guest blog opening and then you talk about your
stop losing influence or send them free product have no idea what your product
or services but there’s so many ways to get exposure I get that I’m good at it
but the blueprint has been absolutely lead out for so many people its content
creation and its its content and distribution at its most basic form
content and distribution the dish machine has changed so much over the
last decade the YouTube and Facebook and Twitter’s and snapshots they all work if
you know how to use them it’s a tool right like if I don’t know how to use a
wrench if you don’t have to YouTube it will be valuable to you but what you
need to do is you need to figure out how to make them valuable or higher or
partner with somebody that will make it value for you but the ability to get
exposure now has never been easier the problem is that means everybody’s going
into that game and it filters the supply and demand attention and so now
everybody’s got an at bat and now the cream has to rise to the top wasn’t super new India that’s different
than perspectives Andrew and you what

young people are two brands both in a
jar and consumers I got into it with a little bit on social media is awesome
and I understand where he’s coming from look at think young people or or
massively important I think it’s been very obvious if you look at the 45
social I would say Facebook and snap trap or shoot her Twitter different
winner was more time was never actually was young was very techy tumblr tumblr
Facebook Tumblr and snapshot 3 of what I would say are the five winners the other
two being Instagram and Twitter Instagram Twitter Twitter morteki nerdy
community that media in Surrey more photo different cut like a lot of
different people came together but if you look at the five social networks
that have popped in the in the last half decade the big billion dollar kind of
players three of them were built by the young generations think I actually this
is India in my mind I’m glad you’re here I wanna write a piece around the
Facebook and snapshot generations because I think they’re the only two
that’s what different languages were created right that’s what different
languages recreated I think there’s no I think Instagram was an iteration I don’t
think that was a Twitter generation there’s a Facebook generation and others
just not generous guys there’s not a single kid on campus in america that
isn’t ninety percent 70% 80% snapshot with some complimentary Instagram and
Anderson nothing else so that’s what’s going on I’m excited about young
people’s impacts on brands first up kind of ranting about what we were talking
about the center probably the context more talk about the snapshot kind of
thing as far as Prince it depends on the brand new market and sell 217 230 year
olds I think twelve to twenty year olds are very important for that brand I
think people aged down to what school and so i think thats where they become
important I think you’re selling your building and selling a brand I don’t
think a shampoo targeting moms should or is impacted by the young generation so I
think if your product is positioned to sell 80 30 that 13 to 22 is a bigger and more
important thing that I think people realize that if I was trying to sell to
1830 I wouldn’t start by marketing to 1832 marketing probably sixteen to
twenty to thirty might be here young so I think the beach about I think I think
brands and definitely social networks and bands have a lot of similar DNA that
way you little rusty they’re rethinking I like your establishing that you don’t
give a shit about Steve leaving without

I work for Lauber Imports in New York, and I am a master sommelier hopeful. I wanted to know your opinion on the future of the master sommelier in reference to the proliferation of social media, bloggers, powerful wine
critics, et cetera. – Great question, Dana. Dana, I think much of what’s
going on in this episode? Things have their moments, and right now, because of the movie and because of this show coming out, like people are paying
more attention to somms, and I think you’ll have more
people get into the game. We have way more. I run into somms and people that are aspiring to be
master somms all the time because a lot of them started
watching Wine Library TV when they were in high school or college which makes me feel very old. Getting on the 10 year anniversary
of the show in February which is insane. And so I think that, I think there’s gonna be a moment here for the next 36 to 60 months that it’s gonna be cool
and respected more. I mean look, if you were a
chef in the 1970s or 80s, you were the help in America. Now you’re a celebrity. So I think there’s gonna
be an amazing opportunity. I think the bloggers and
the social media things and things of that nature are just gonna amplify the awareness of somms. I think somms have a lot of
opportunity to review wines. One thing I wanna do, as a matter of fact leave in the comments
if you wanna do this. I wanna start sending somms
wines from Wine Library and have them review on
the hundred point scale and using those. I think their opinions matter quite a bit, and so I’m looking for more
democratization at Wine Library on shelf talkers, not
just Parker, Spectator, ya know Galloni or me. I want like somm of X, Y, Z establishment. So I think that’s one thing
that I think you’ll see more of. So I think there’s gonna
be a nice half decade here of more money for you guys and gals for events and private
tastings and, you know. When I was doing Wine Library, and I was doing private
tastings for people, I was the help. Like, I was a retail store owner that I would come to your
house and I would pour. I’m a bartender, right? And yes, I gave my thoughts a little bit. When I became Wine Library TV Gary, people paid me $5000
to come to their house and be the star. It was just a little bit of a shift of exposure and repositioning. No different than Bobby Flay compared to the best chef
in 1970 in New York City. Help versus celebrity. I think master somms are about to go through a really nice half decade. – [Steve] Alright, next
we have Jane Lopes.

Given that wine is currently marketed relative to other alcohols
like beer, liquors, what if the wine industry
changed the conversation to market wine as a food? Food culture is huge right now, and what if we got people to think about wine more as a food rather
than just another alcohol? – Great question, Morgan? – Morgan. – Morgan, great question. I think that’s a really smart thought. I think you’re barking up the right tree in general, in marketing, and I’m gonna try to make
the show very valuable to everybody that watches it and I know a lot of you
are not wine enthusiasts so I’ll go very business on it. Using Morgan’s main theme, I’m a big believer that
you need to market things, the value prop of things, differently and look for white spaces. A bottled water company, you’re always talking about hydration and thirst and things of that nature but maybe you start thinking about it for like how water’s
powerful for the brain. You gotta find white spaces
that bring value props to other products and so if you start thinking about
this like a food product, it might change the way
people think about it. A lot more people eat food than drink wine so I think it opens up the category. I think the problem is, and I’ve thought about this for 20 years, I don’t think you can pull it off. I don’t think you can get
people to really understand that a beverage is a food
or thinking about it. You can make ’em take it
more seriously a la coffee, a la wine, you see what’s going on in brown spirits right now. We can make them, you know, think about wine in a more complicated way and a more perplex way. The problem is, that’s
where I think wine is. I think people actually think about wine more carefully than they think about food which is, in essence, your point, right? If we can make people
less intimidated about it and think of it as a more casual, as a standard within food. I mean, the way the wine
business wants you to think is that this is always at
the table when you’re eating because then you’ve created more occasions to use the product and away you go. So I think it’s the right thought. I think it’s a farfetched dream to think that you can get
people to really think about it in a way that it’s mandatory
to as many use cases as we do with food which is
really the holy grail of that but the interesting part of the question for everybody here is whatever you sell, whatever services you have, if you can make them think about it in a way that brings more value, for example, with VaynerMedia, I make people realize that our machine, our process works for anything, not just selling stuff, but
getting somebody elected, right? Getting donations from a nonprofit. Like the machine can
actually create any awareness around anything that can
create a business result or an end result of your choice. And so, that’s everybody’s job in here. Like, how do you get people to think about your products in a different way? This, this used to be
something you wore, right? Like it was a functional item. You had tennis shoes, unbranded, and then over time people came along and started branding it and it went into a
fashion statement, right? And now it’s a collector’s item. There’s a lot of sneakers being bought to put on a shelf and then trade. Now you’ve got the tennis sneaker in a 40 year window going
from just being a utility to play sports, or run, or what have you, to them being a fashion category play, and now a collector’s category play. Three sections, hence why
we sell a lot more sneakers in society today than we used to. That’s a real life example. That was good, I was happy with that. Alright, let’s move on. Back to the punchline on that, ’cause I wanna make my final point cause I didn’t see the
whole thing through. Somebody had to think
in the 70s and 60s like, “Wait a minute, these tennis
shoes can be fashion items.” Like, for example, right now, I’m collecting all the like merchandise and ancillary things
around Facebook, Instagram, and Snapchat and putting
them away as collectibles ’cause I think they’re
gonna be worth money because I think that’s pop culture. So I think like a Snapchat pillow that they made like three
years ago, right now, is not worth that much on Ebay but I think is worth 500
bucks 17 years from now. You have to project,
like, the selfie stick. Can there be a brand that’s created that’s a Beats by Dre like
thing for the selfie stick? That’s how I’m projecting, got it? So, when I say the sneaker, you may think, well I sell posters. Well what other use cases can there be? Like, you gotta project. – Good stuff, Yannick.

GiantThinkers.com.
– [Gary] Giant thinkers. – Recording this from Sydney, Australia. I am an author, a blogger,
a podcaster, a speaker and CreativeLive instructor
that helps emerging designers be employed. I have a “what would
you do” question, Gary. Currently I have one book
and CreativeLive courses for all of us bloggers
and podcasters out there that are looking to better monetize. What would your next right hook be? Would it be to create another book, potentially a video course or
even a membership component? Cheers. – That’s a good question. Ram, right? Ram, great question, big
shout out to Australia. Looks like Australia next
March for the book tour is becoming very realistic. So going down under could be fun. Haven’t been there since
I’ve been in the wine world. Not true, actually just
remembered I flew in and flew out for a business talk
three or four years ago. Ram, I think it comes down to what’s the best product you could put out? Whatever form you think
that you can execute in. Whether that’s a second book
’cause you’re a great writer or an online course ’cause
you’re charismatic on video or a membership site because
you think you can provide enough value worth paying for
in a differentiated market, and yes you can taste my cynicism there, or continuing to build
up your brand to become more of a persona that
gets to publicly speak. I think speaking is a very
lucrative way to monetize one’s personality. I think it’d be really interesting
if, since it sounds like you’re teaching other
people to become employed, I think it’d be really
interesting for you to do more of that yourself. So instead of teaching
people how to make money, maybe you go out and get employed more so that you can speak to, like, “I did a million dollars
worth of gigs this year.” I think you know that from
me, I’m cynical to people just teaching for the sake of teaching. So I enjoy the fact that I’ve built, of course with AJ and team, but, like, I’ve built a
machine that does, soon to be, a hundred million dollars
in social media work. It sure give me a lot of
oomph to say now, like, this stuff works ’cause these companies don’t keep us around
’cause I’m charismatic. And so, you like the recall there? Recall. Go ahead, Stephon. Stephon? (laughs) Hey, Stephon. Hey, Stephon, over there.
(everyone laughs) Talk to Staphon.
(everyone laughs) And I’ll take a recall
(laughs) component here. Little rusty, a week away and… I think all of those are viable options. And for everybody who’s watching, you can tell the back-end
ones were the ones I’m more excited about because
I love proof in the pudding. I love proof in the pudding. I love proof in the pudding. That make you think of Bill Cosby, too?

that I can actually ask
you this question. I’d really like an answer to it. I wanna ask how important is it to create a new lane for yourself? As an artist or entrepreneur, if something is working for you, do you just carry on doing that, even if you have new ideas
that you may wanna explore? I guess the whole point is, how and when is a rebrand necessary? – It’s a great question. Great question, and you
obviously probably know that I went through a
rebrand to a lot of people, which was, I was the wine guy,
I became this business guy, social media guy, whatever
you wanna call me. I did it in parallel. I’m a very big believer
that all of you that have real passion and belief
that you have skill to create another lane, should. And I would call it my
version of an 80-20 rule. I would spend 80% down on
what’s working for you, but I would always have a 20% lane for testing, learning, tasting, creating new revenue opportunities. I do that all the time within my business. Vayner tries a lot of
things, a lot of it fails, but holistically, we win,
because that 80%’s enough. One could argue that we
would do a lot more business if I went 100%, I would agree with that, but then that wouldn’t
open up the capabilities. We’re gonna be the best 360
video agency in the world. That was a bet, an
investment, and so that’s how you have to play it out. 80-20, my friend, it’s a great question for a lot of you. If you can keep 80% of your
practicality and execute, there are, especially if
you play the way I do, which is if you layer on top more hours, then you’re kind of getting 100 over here, and you’re getting that free 20% testing, and you can test one thing at a time in that 20% lane, so you can go 12, 18, 24
months on that 20 on this. That doesn’t work? Try another thing. But I wouldn’t break up that
20% into four, five percents, because you need at
least 20% of your energy to get something going, off the ground, in the way that works for me. Everybody’s different, but that would be my direct,
black-and-white answer to that question.

“largely the same messaging, safety. “Is their sheer size saving
them from disruption for now?” – Yea, I’ll jump in on this
one because I’m spending a lot of time with Silicon
Valley and that’s really, what’s going on in Silicon Valley now with
start ups that are looking to attack banks, and if you look
at what’s going on in general with like Venmo and so many
other things that we’re living through, yea I mean,
I think banks have enormous infrastructure and have
a value prop, but there’s enormous amounts of destruction. I think the question alludes
to a marketing message, and I think it’s actually gonna be more of a utility message. When you start layering,
you know it’s funny, BitCoin has been not a top
of mine in the start up world recently, but block chain
mentality and just the innovation around financing
and the financial sector is going to be pretty aggressive. I actually think a lot of
bank’s messages are not necessarily just about safety. I think it’s about creating
indulgence and empowering you to do the things that you want to do. I’ve watched a lot of
the banking messaging, as we start planning on
getting into a couple of clients in that sector. I think what’s way more
important is that bank’s brands in our society are very poor,
because of what happened with the Wall Street melt down
and things of that nature, and I think a lot of banks
have been very slow to properly transition to mobile and so there’s a lot of
white space and a lot of innovation coming that, and it’s funny I can see the sharks circling around the banking sector in SF
and it’ll be interesting for the next decade. Keep it going. – [Voiceover] Alex asks, “What
do you want to be remembered

“Medium’s new logo? “I loved their simplicity
and this new logo’s ruined “that for me.” – Shannon, this is an
interesting question. I’m an investor for Medium. That was the first investment we made in Vayner/RSE when we
transitioned to that world. I’m a humongous fan. I’m on the record
thinking that Ev Williams is one of the less than
a handful executives in the world that most
understands the consumer behavior of the modern internet world. He’s proven it Blogger,
Twitter, Medium he’s a beast. Talk about somebody
that is inspirational to me, that I’m competitive
with, because straight chops coming out of every
angle, that being said, this is one of the single worst
logo shifts I’ve ever seen. I was devastated the other day. I didn’t read about it,
I didn’t hear about it, I got on a plane, like my app updated, and I’m like, where’s
my black, what is this piece of crap? Holy crap, I hate it. I’m scared that this is gonna be passed on to medium employees
and the designer that made it sees this. Here’s the good news. It doesn’t matter what I think. I’m just one man’s point-of-view. There’s plenty of people that may like it. I don’t know. Just to answer the question straight, I really don’t like it. I feel like it blends in
with all the other stuff, whereas the other one,
now, I could be old man McGee, and I just got
used to the other one. I don’t know. But to answer it straight,
I don’t like it at all. But here’s the best part
about names and logos. It doesn’t matter. If they execute on the
product, and the service, and the narrative, and the user experience, and the many other things, I truly believe the
easiest thing to get over is the name and the logo. It’s the execution. It’s a good way to round
up this whole thing, right? How do you be a good listener. You don’t talk about it, you do it. What do you think about this logo or name? It doesn’t matter. Because what you execute
is what the end result is, and it just a very good
narrative for this show, and this theme of 150.5
episodes, which is, it’s about what you do. Keep talk, you know why I talk? Because I back that shit up and it feels double good. But a lot of you are talking
and never back it up, period. And you need to start backing it up. As a matter of fact, let me
remind you one more time, I didn’t talk shit at all
until I was 30 years old and I already have the win on the board to be able to talk about it. So, for a lot of the
youngsters, why don’t you go out and execute and talk shit. All of you social media or
life coach experts at 23, get the (beeps) out of here with that. And number two, all you
40-year-olds complaining this, that, and everything,
go do something about it. You’re a grown-ass man. You’re a grown-ass woman. Stop talking about not
being able to do it, or it’s so hard, or I don’t get it, or it’s different, or these
20-year-olds are lazy. Stop complaining, go do. Go do. Doing, doing, execution
is the only narrative. What you leave on the
table as your body of work is the game, right? And that’s that. Simple as that, period.