– [Voiceover] I.K.E. asks,
“As a rapper, what’s the best “marketing tips to implement?” “Should I treat music like an
entrepreneur would his product?” – I would just say exactly
what Gary said before, just add value. Think about a specific
group of people ’cause you can’t reach everybody. I’m just being real. I don’t care how good
you are at what you do. You pick your poison, you pick
a group and you just pour into that group so that every time they listen to you
like Gary said. I’m just going to be honest. I’m like Gary I don’t listen to
anything, I don’t read anything. But I got hooked on this Beyoncé
song and I been listening to that song this morning,
I listened to it, it’s like I can’t put it down. And it’s not
because it’s Beyoncé. No disrespect but it’s not
because of what you think but when I hear the song
I hear I was here. So I’m waking up this morning
like you get to GaryVee show you got to be present. Not just there, you
got to be present ’cause you may only get to
do this one more time so I’m listening to her song, and
I felt like she wrote it for ET. – We should find out, we should
activate everybody let’s find out if B wrote it for you.
(group laughter) You think she did? – I believe she wrote it for me. I really do. – Listen, I think way too many
people, I’ll give you my advice. I think you need to make
pretend, not make pretend let me rephrase, you haven’t made it. I don’t think this was J Cole
asking the question, right? You haven’t made it. So stop being fancy. I am stunned by the fanciness in
the market of speakers, authors, entrepreneurs, athletes and
definitely rappers ’cause I got a ton of them. You’re trying to be big time, you think acting
like that is that. You know how
you promote music? Make one person every
day like your music. – Right.
– You know how you do that? By liking them first. By literally going to Twitter, I’ll give you something
real tangible. (tapping from ceiling) – Somebody loves us.
– I love it. Twitter.com/search. Twitter.com/search
go search people. You’ve got your opinion of
who you are as a rapper. Go search people
talking about Future. You think that’s your style. Jump in and say yeah
I like that track, too. Yes, I love that hook. When ET tweets that Beyoncé
spoke to me, jump in and be like yeah that part. Become part of the community. Everybody wants
everybody to love them. Love the community first
then they’ll love you back. Guilt them into loving you. – Oh that’s so ah, ah! Look guys that first video, for
real, you’d be shocked at the millions of people, that one
video has 38 million views. – Fuck! – You’ll be shocked that
I did not do that on purpose. You’d be shocked that I just,
what GaryVee just said, I poured in to that community
for about 18 years and then, boom, all of a sudden one day that seed blossomed
into the tree. 18 years. – Doing the right thing
is always the right thing. – 18 years.
– I love it. – So I also said to whoever
you are, don’t do what Gary is saying and think that six months you’re going to see the
results, or a year. Just because he told you that and you did what
he told you to do. At six months later,– – [Gary] How do
think about patience? – I mean it’s life.
It’s everything. – I’m a big, big,
big pusher patience. – Yeah, I’m just saying, because
you don’t know the result. You can only work the process. You don’t know when
the prize– – You know what I’m most
fascinated about? Everybody there right now,
how many there gave up a month before it was going to happen. – Yep, yep, yep, yep.
Weeks. – I’m worried that what happens
when you die and you go talk to God, God’s like yo, listen,
I got to show you something. You gave up on March 19, 1994,
it was gonna happen on April 7, 1994 and
you’re like what? I’m fascinated by
lack of patience. – Yeah. Yep.
– All right, let’s move on. – [Voiceover] Jacob Brown asks,
“As a PhD, what percentage of

“use social media promote a
quality imported olive oil?” – Wow. Social media why wouldn’t you
utilize it for any product? Right.
– Yes. – First of all olive
oil, people love olive oil already, so you want to
tell a little bit terroir where it’s from and then also how it
is used best case scenario but also may be a surprise. Olive oil as an ice cream.
– Which I love. – Olive oil as a cake. Something that is just a
little bit off center. I think social media would
be perfect platform so you can cut through. – I have a very
good answer to this. I believe really. I feel excited about this
influencers, influences, influencers, ask, ask, ask. I would go to Instagram search hashtags
olive oil but then cheeses and breads and cakes and
ice creams and I would literally for 11 hours a day, this is your
business you have an imported olive oil, what are you doing? What are you doing 7 PM,
8 PM, 9 PM, 10 PM, 11 PM, 12? What are you doing? You’re doing a lot of
bullshit a lot of times. I would allocate six,
seven hours a day and I would literally you search hashtags
and you find somebody’s account it’s a sous chef in a Kansas
City restaurant that has 813 the followers but the Gmail
account’s there and say look I’m importing amazing olive oil. I’d like to send you a bottle. I’d like to post a picture
of it on Instagram if you have it and then you wait. That person
replies and goes sure. They’ve never had anybody reach
out to them and give them olive oil for free and they’re pumped. Or they write back, yeah
but I’m an influencer. I get $400 a photo
and you’re like that’s not for 800 followers. But it’s just literally,
literally I actually believe that if you have a product like
an olive oil or any product that influencer marketing on
Instagram right now and then and then unbelievably dirty get dirt
under your fingernails grinding one by one, Gmail, Gmail, Gmail,
click and account find their Gmail, Gmail, Gmail
eight, nine, ten hours a day. – I love that. You should come up every fucking day up here we
should talk about this. – Done. – I have so many things now that these poor bastards
to deal with. – Dead. They’re dead.
– I love this. – But the big part of this guys,
the big part of this is to ask. – Can you take this camera away
and just direct the conversation right here.
– No way. (laughter) Nuh-uh it’s easy
to pass on them. You’re the bottleneck.
– Of course. – You’re the bottleneck. – 30 days.
– 30 days. – Yes.
– You know, ask. So many of you are
just not asking. The fear of rejection or the
laziness of the execution is stopping people from winning.
– #laziness. I think that is
very, very strong word. – It is one of those
two things, Marcus. I’m telling you right now if you
actually have a product and you actually spend 10 hours a day
and I love when people are like, “10 hours a day?” I was running a very large wine
retail business and when Twitter came out, I went
pot committed, all-in and I was spending 10 hours a day. I built my entire brand
from from that ecosystem. It wasn’t mainstream media. It was winning an award
and having the entire press. – Don’t belittle my award.
Whoa! – I’m not belittling. – I saw that.
– I’m not belittling. He’s caught it.
He’s right. (laughter) But I’ve never had. – No, I get it.
I get it. – I’m happy for you.
That was fun to watch. And I’m happy for everybody. But it’s unbelievable
what 10 hours a day of asking 850 chefs a day on Instagram. 109 chefs will take a
photo with your olive oil, 39 moms that have
a lot of other moms that give a crap
will take a photo with your olive oil and it’s
just the work and the asking. – I love that. Smart. – And it’s free. – Are you building a Trump U?
– No. – A GaryVee U? – I don’t want to get
into fights with any judges. – But this is good. This is actually a
really good education. – Free.
– Yeah. – For life.
– I love that.

question can a layered question I
ultimately I think if you make a great product interest much snapshots which was not
exist launch party was no like big to do you
know like like Instagram system was in the ecosystem he did get the cabin roses
and you know and i was just a small part of the text I would argue stunningly
little I think we’ve seen a ton of people have a big party the big hype you
know we’re gonna do it look at title even with its recent success I’m not
bullish on that in the long term me know you know they had madonna and
hope everybody’s there and like so I think way too many people over promise
under deliver I think way too many people try to selling the sizzle and I
would say net net we look at River I was there is no big launch just work right
away I think we look at 250 apps you know exactly what was the launch music
actually argue that most of the apps that are successful didn’t have some big
launch early momentum is good but we’ve seen early momentum fade very quickly I
think your thesis of your business has to matter I think at the end of day this
is absolutely tortoise and the hare and I think the total wins every time and so
I think that I think it has a lot to do with ago and it feels really good enough
first-year founder cool you’re hot you might be on the cover of a magazine and
being featured on TechCrunch but I just don’t think it’s how you start it’s how
you finish and very honestly I would tell you that most of my confidence and
most of this thing that you guys feeling almost of this order to help you want to
call it comes from knowing what’s going to happen I’m 17 out what’s happening could be somebody watch this moment one
day and I’m glad I had so much as I

many people worried about their
marketing ability while their product is plain awful will chase I think this
comes down to something that I call ugly child syndrome what I mean by that is
you know at some level people are very deep into their product that spent time
in years and money developing their product and they’re stuck right like
they think that good marketing a great marketing can fix that product and
service your pandering if you’ve watched me at all you’re pandering to me right
now because you know that I love to say even the greatest marketing of all time
is not going to fix your ship product so like I get it and I agree and I think
the reason that people are in that place is it less expensive and seems more
practical to go and fix the marketing over your product to scrap your whole
business and start creating a new charger or a new car or a new show that
seems like a reset where is where is great marketing feels like a renovation
and most people want a patchwork and most people want a quick text and it’s
just human behavior that it’s tough to take a step back and say let’s start all
over that’s just not a place where most
people want to go even practically afford to go so this is a very common
problem for a lot of businesses and if you’re in that spot right now I think
you really have to debate if you’re better off kind of punting going getting
a job then going into more debt getting further along or the thing I think a lot
more about and so they’ll probably pound a lot more in 2016 which is opportunity
costs when you cut bait so that you can go on to the next part of her life
because squeezing squeezing a reason for juice for another year isn’t gonna get
you anything thank you sharp today I feel really
sharp i mean the audiobook these guys

times I learned that if I don’t apply
all my energy into something it can be as good as it can be I mean all day always always testing always doing
things like did we launched carry you up but I was going to engage with everybody
else like yeah I mean look like a lot a lot a lot a lot of things warm a library
never took off like a what I learned is a blessed I am 100% all in on something
it is vulnerable doesn’t mean it’s not gonna work it means that it is
vulnerable and even have a great leader in place like the only way that I been
able to guarantee successes for me to micro manage the operations of that I’ve
had success is we’re not into that up front but but it’s what I’ve learned as
I try to bite off more than bite off more than I can chew my vulnerability is
not always a big eyes right I think I can do everything I thought literally
think I can force my 17 hour days everything through victory I become much
more aware of that from 35 to 40 I still do it because I
get enjoyment out of it but just having a lot going on is exciting for me but I
can afford that enjoyment today vs you know and so this means right trying to be smart about that to try to
make them be very very enjoyable or have a much better chance of winning but the
answer is tons of times I’ve launched sup our products mainly because I wasn’t
one hundred and fifty percent behind it and because maybe really to give you
guys more value one thing I’ve learned a lot of times I’ll start with something
and being a hundred fifty percent in it and then like very quickly becomes a
hundred and eighty and 70 and they all have different timing sometimes I’ve
gotten better at eliminating the things that I’m a hundred fifty percent into
and letting it sit for more than a week to allow myself to see if it still at a
buck 50 and then if it’s at about twenty like I’m out but it’s about 50 per month
or two ago show yeah I mean if you’re not you’re not in it good question had a weird shows water
Isaacson wrote a book about innovators

“between bad marketing
strategy that’s not working, “and just having a crappy product?” – Got it, so Andrew’s been watching enough to know that I talk a lot about, like, even the best marketing in the world isn’t gonna fix your crap product. So he’s asking, how do we decipher? Bri, do you wanna take a shot at that, or do you want me to go? – You go, and I’ll add. – You know, to me, it’s pretty easy. There’s only those two
things at some level, and so I think what you do first is, if you’re unsure, you
change your entire marketing approach, and I would
say you do that twice. So, over a 12-to-24 month period, you change your marketing
approach radically. If you go oh-for-three, there’s chances that your marketing
sucked all three times, but it is starting to
give you an indication that nobody wants your pet rock, or your iPhone case
that glows in the dark, or your crappy wine that you made. So, the other thing to do is
to look at your lifetime value and repeat business. One of the reasons I know
that Wine Library works, is we have incredible lifetime value, and a lot of repeat business, so then the waves of that
business are usually predicated on the marketing, because
once we get people in, they stay. And so, I think we can feel
that as people that write books, you’ll look at your numbers this week, and you probably will look at, like, historically, since you’ve written seven. What’s your most successful book? – End of Business As Usual
and Engage were, I think, the most successful. – Got it. So, like, to me, like, it’s funny, I think that Thank You Economy
is the best book I wrote, but it’s the least successful, and I look back at, like,
yeah, I gave it the less umph, by far the least umph, because it was deep in the starting of running VaynerMedia. So, I think you look at lifetime
value and repeat business and what your product is,
because if people are coming in and they’re using it and
buying or what have you, well, then you just need to
figure out how to get more of them in. If you’re getting a ton of
people in, but you’re not getting any long-tail action,
that’s your vulnerability. – And I think we live in
a time of social media, right, and the key part of that is social, so I think some of the best marketing starts before the marketing, right, so, listening, talking,
being inspired by people through all these technologies
that humanize people again and humanize communities. I think you can actually take
that insight and build better products, and build not just products, but products that are experienced and so that you can
invest in relationships and lifetime value and retention
as well as acquisition. – Love it, let’s move it, India.

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?

digitaljeff asks, “How important
is it to love the product “that your company sells? “Would you hire someone that
had never used your product? “And can being too much in
love with your own product “work against you? – Yes. I would tell you that it’s the
single most important thing. I think the reason that
I’m a great salesman is that I really, fundamentally
believe in everything that I’m selling. The advice here, my books,
wine that I recommend. I’m about to an Instagram
wine offer for the first time in a coupon. Right after we tape this. I really believe in this Rosé. I know, it’s a little side thing. Sorry, Steve. Steve’s my wine boss. And so, hash tag wine boss. Show him and show hashtag wine boss. Love it. So, we cookey here on Friday. Really your fault DRock
for the battery thing. And so, I can’t wait for the edit of this. Share. (monster voice) Remember the oak monster? DRock, the Share Monster. (monster voice) When the share monster comes out, you have to stop what you’re doing and hit the share button on Facebook. All of you online, you
have to do that right now. Sid the intern, have them
say, yes they just did it, and see how many yes’s you got. And if you don’t count
1,900 to match the thing, start yelling and getting crazy in there. You have to sell what you believe in. The reason salesmanship has a bad name is because 98% of
salespeople don’t believe in what they’re actually selling. They’re just going for the commission. The money is what drives them, not the pride and the lifetime value of selling something good. When you sell something you believe in, you get so much more money out of it, because people come back. Guys, it’s all about the
second and third and fourth and fifth and sixth and
seventh and eighth and ninth and tenth and eleventh
and twelfth and thirteenth and fourteenth and fifteenth and sixteenth and seventeenth and
eighteenth and nineteenth and twentieth sale. Not the first one. And what happens is, if you actually really believe
in what you’re selling, it gives you more conviction and belief that you’re gonna get that sale. And I believe in that tremendously. I think that’s why I
think a great salesperson is somebody that truly
believes and are passionate about what she or he sells, is the number one kind
of person in the world. And that’s what I focus on. And so, I think it is the
prerequisite to being successful. The way you think your
children are the most beautiful and the smartest, that’s the blind faith
you have to be having in what you sell.

– [Voiceover] Sean asks,
“How do you instill “soul and swagger into a
physical product you create?” – Sean, this question is
phenomenal for so many reasons. One: The Wednesday before Thanksgiving I met with a bunch of new
employees at VaynerMedia, and so many of them
talked about this notion of loving it here three months in because that’s usually
when I see somebody, two to three months in. They’re blown away by how
competitive and great everybody is but not at the expense of others. Whereas every other agency they worked, you know, you’re killing each
other politically to move up. You’re like climbing the
dead bodies to the top. And they’re caught off guard by what we have here. My answer to them is,
“Everything stems from the top.” And I really believe that. I’ve said four or five times on this show, “Everything that is wrong at
VaynerMedia is 100% my fault “because I’m the guy.” And I’m empowering Steve
if things are screwed up or anybody else behind me, and so I have a very big belief
in what I’m about to say, which is products take the
byproduct of its leader. So if she has got swag and flavor, then her product is gonna
have swag and flavor. I truly believe that
physical products, right, that physical products
take the personality of the people that are dictating it, that literally, in essence,
the soul, the swag, the vibe, the DNA, is
extracted out of the person and put into the product. And I’ve seen it 100 times because I think when you pay attention, a lot of brands change, and ebb and flow, and a lot of times that
coincides with the CEO, the CMO, the people really dictating the product’s course. You’re making decisions. Humans are the variable. This doesn’t come alive; it’s the people behind
it that instill that. So the answer to your question is the humans behind the
product dictate its outcome, period, end of story. I truly, truly, truly believe in that. Question of the day: I’m gonna ask Steve to ask
the question of the day.