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Top 2020 Marketing Strategies That Will Put You on the Map | RD Summit 2019

That’s how I feel an entrepreneur is you’re, always ready for another fire. Whether it’s two o’clock in the morning or nine fifteen. You have to be ready! And I don’t struggle with that, because I’ve been practicing It my whole life, which is why I fear when people try to become entrepreneurs. Because it’s cool Now… I worried about that, because it’s very hard. Every single day I lose And unless you’re good at What you will not like. You have to have passion!

You got your perspective, happy, Don’t You want to be happy? Let’s be happy! First of all, I’m just Very flattered to be here, Thank you for check out what I am going to say!

Who I am

That don’t know who I am I was born in the Soviet union came to America when I was A three year old child, a very tough upbringing. We were very poor when we first came to America, I lived in a one studio apartment with seven of my family members, my parents, my dad, worked all the time, and so it was a very rough upbringing. Not a lot of entitlement. Didn’T have a lot of stuff. My natural state was To be an entrepreneur, Even at six, seven, years old. I was already shoveling snow, washing people’s cars, selling juice and lemonade for a buck or two.

It was always to do a hustle somewhere along the way. In New Jersey, sports cards became very big thing in America and that is how I started collecting them and by the time I was 13-14 years old, I was making $1 to $15 a weekend. As which you can imagine, feels like you’re a millionaire Eventually, my dad worked very hard and saved all his money and he bought a small dagger store in New Jersey, I was forced to work in that store. And that is really where I started my real career.

I fell in love with the idea of knowing that a lot of people in America collected daggers, and that was what kind of connected me to my family business. The part of the story that Gets interesting for this room is what happens next. Knowing that there’s A lot of entrepreneurs in here knowing there’s a bunch of small businesses a lot of small business agencies. What really enables me, the great flattering, nature of being in this world. In fact that my entire career was based on.

How do I build something with not a lot of money? You know we live in a world right now, where a lot of people. So if we can keep the lights on, that’d be amazing. I love that So for me. What’s interesting. I’m 43 about to be 44 next week and when I grew up the idea of raising capital. Was extremely foreign, one of the most interesting things being an American businessman when I travel nationally, internationally and other places in the world. Is everybody is so caught up with raising Money for their startup. This has become an entire Generation of hands in the air that think about raising capital and appeasing venture. Capitalists and investors not actually building a business and not having the focus there. And to me this is very interesting because it’s led to a lot Of very different behavior, For me, everything was always About how do you make money and that’s what you invest? Back into your business, not how do you raise capital When I started my deal, which is An advertising agency, I started it in a room.

Patience is a must!

Room of another company, because I had no money and I Wasn’T going to raise money for the business. I was just going to find my first client. Use those dollars and Just keep reinvesting It took longer, but longer was it strength. I think one of the most important words for me to communicate in this post today by far is patience. I promise you no matter what you’re doing. You must have drive!

First of all, everyone’s uncomfortably attractive, number two and more importantly. I think the reality is the thing that I spend most of my time on is trying to get people to understand that patience. It is a very important valuable of success! I believe the far majority of people in this world do not have a Great relationship with time, I am fascinated by people, who are stressed at the ages of 18 and 22 and 25 and 29, like they’re, running out of time.

The way that modern medicine and technology is going to be for another 80 years is unknown. It really gets me excited slash concerned when people want their Business to be huge next year. The quicker you want it. The more vulnerable you are. My style of communication is fast, but my business Actions are extremely slow and so what business actions that lead to slowness lead? To is a couple things One, the far majority of My career, I had no money, so I had to always look for places where you could get a lot more for less.

What I look for in the digital world. This world is organic reach! When I think about organic reach and when I think about organic attention. I day trade attention for me every day. I look at the data both in the analytics and in the culture conversations to try to figure out where should I market. I promise you one thing, my friends, no matter what You do in this audience, no matter what your ambition is.

The one thing that combines all of us, whether we’re starting tomorrow, whether we’re an employee, whether we have a huge company or haven’t even started. The one requirement for all of us is to have somebody’s attention. Before you can sell anything, you need somebody’s attention, Then what you say in the written word in audio or in article becomes the variable if you are successful.

The reason I follow attention – Is if there was nobody in here right now and I was giving this talk, I would have no potential To achieve what I want. At the same token, with All of you. What I talk about for the next and is my success. There are many of you here. That don’t know who I am. You’ll leave with an opinion. There’S many people who do know who I am and you’re either going to Like me, more or like me less. COMPLETELY predicated on the content that I put out. I spend my life in a very basic mind frame and if you look at the Politics of your country, my country, if you look at the businesses, it’s all one very simple game.

Do you understand where the People are and what they’re consuming and do you understand how To do the written words? The audio or the article to Put in those platforms? This is how it’s always been. Television, radio print Outdoor billboards, It’s always been the same game. Where is the attention? the eyes and the ears, and what is our capability? To put content in it.

Now: here’s where it gets different.

This thing is fucking crazy. This thing is unbelievably underestimated. We in this workd take this for granted. The power of a phone in Today’s world is remarkable: The fact that every one Of us are sitting here with the internet in our hands. Right now is actually remarkable For somebody like me, at 43 years old. When I was 28, I could not leave the office or my home and have the internet in my hand, when I was 30, you have to understand how big of a deal that is.

You have to understand how Quickly, this is all happening, whether it’s WhatsApp Or YouTube or Instagram, or tick-tock or Twitter. The fact that these platforms Sit on top of this device and they’re accessible right now. The fact that there are Tons of people right now with a phone reading this and then have the ability to post it. My friends from Brazil to New York to London to Shanghai, the human race has not quantified how substantial this shift.

Blame Game

Of the internet has become – And I tell you this and I start here today with this cause: Here’s the real honest truth about how the game of life and Definitely, businesses played The quickest way to be happy in life. Let alone business is To be 100 % accountable, The quickest way to be Unhappy is to blame, If you really understood what I am saying. The fact that how many people have a cell phone. Every single person fundamentally is not allowed to have an excuse, because the power of what’s in your hand, Of course, there’s family dynamics, Of course, there’s tragedies. Of course, there’s government involvements. Of course there’s a million reasons, but the reality is. We have never lived through a time where people at scale have so much opportunity. When I do the homework On the Brazilian market – and I see the cost for a Youtube. When I see an Instagram ad, and I see how low it is. When I see how much still unbelievable untapped potential on LinkedIn, Tic Tock and other platforms are for organic reach. Where you have to spend no money, none and you can get awareness.

The fact that podcasting is exploding in this country and the cost to start a Podcast is to just record it on your phone and upload it. The thing that I’ve become unbelievably fascinated by is, I know in this world, the single reason: whatever is not happening: For you is your ability to say no before you’ve tried. That to me is unbelievable. What’s unbelievable to me, Is it’s as simple as this? If you are capable of writing words, recording articles on your phone or recording your thoughts, In audio on your phone, your business can grow.

Your idea can be flourished. Your personal brand is an influencer. Your advertising shop, Trying to get more customers whatever you want to be. You want to be a YouTube celebrity. The reality is, the cost is zero. The mindset is the tricky part. 90% of this audience does not post as often as they should on these platforms because they worry about The judgment of their family or strangers – This is a very, very very fascinating dilemma: in our society there are people who are not posting.

I mean look how many people here follow my content. I’m very consistent: You can, I’m sure you’re in your head knowing every word I’m about to say, As I start a sentence, I’m incapable of talking about Something, I don’t believe that nuances are different. Obviously, Twitter doesn’t play in brazil the same way it does in the: U S right, Tic-Tock, moving quicker in Asia then the U S. LinkedIn’s acting a Little bit different in Brazil: What’s up Apps has higher growth in Brazil than it does in the U S: There’s nuance differences, but my friends: this is not about America or Brazil.

This is about human beings In America. In Brazil, in China, people worry about their parents’ opinion. In America, in Brazil, in China, people care about strangers. Making fun of them In the comments in America? In Brazil in China, the opportunity to build your business or your personal brand has never been easier,l. People see more people doing it and they think they’re too late. The real answer should are never too late.

Of the people in here do not have the patients and stomach to actually achieve it? They want it so fast. My friends, I did dagger library TV on Youtube in 2006 excuse me, 2007 to 2010 for 35 minutes A day five days a week, I would stay up and Work on Twitter for four or five hours, looking for People who were talking about wine and for three years every day very little happened for me Very little. People now start An Instagram account post for six weeks and give up because they’re not Getting enough followers We’ve become remarkably impatient, We’ve become remarkably Entitled, and so the reality is, is the following: tactically tactically, how many people Here are B2B companies, They have an agency servicing Clients or some of them major You’re in a B2B business, Raise your hands for everybody.

That raised your hand, You must You must do one of two things consistently starting tomorrow. Number one start a Podcast in your industry, You must start a podcast. Go on LinkedIn, go into your inbox and email 25 50 people and ask them to be guests on your show And number two. You must Attack LinkedIn more, I think people very much underestimate how much is happening. There in this market, I did the homework.

It’S there. It people don’t see it, because not that many people are doing it, which is the reason it’s most interesting. It’S so funny when I Speak at these events, people always fall into two groups Number one. They don’t want. To do it cause it’s new and they want to see other People do it before they do it Or number two other people are doing it, so they think they’re too late. So they didn’t want to do it.

People are split up in Two places of not doing We live in a world a world where everybody has a reason for no. I can’t do it because of this. I don’t have the money, I don’t have the team. My industry doesn’t want to do it. I can’t I can’t I can’t The fundamental difference. In the game, today is the people that say yes blindly versus the people that say no blindly, The only unique leverage You have in this room, is you yourself, There’s so much information? Now, you’re not coming up with any new idea, There’s nothing.

I say that is a new idea. People have been around too long, I’m not the first person To talk about kindness or gratitude or empathy, Or hard work or context, I’m really not I’m just doing it. My way in the way, my perspective, my words on my platform and for me is the real Conversation today to me is today going to be. The conference Is today going to be the time That you finally understand that it is time to put it out.

It is time to tell your Story at scale contextually across all platforms, recognizing that a lot of People did not raise their hand, and this may be the first time that a lot of you are seeing me, I’m just going to take one more step back. I believe that what the internet is doing is eliminating the middle. It’S eliminating the middle, the distribution. When you look at Uber or Amazon Or if you look at Netflix, what it’s really doing is Separating out the middle and it’s leaping it to one of two places: The product, the story, the service and your ability to tell that story.

I believe this is very important, because this is not even for The youngsters in this room – This is not the world we Necessarily grew up with A world where the entire Middle of distribution has been commoditized because the internet has become the middle and the focus on not just The quality of the product but, more importantly, the deep focus on the Ability to communicate has never become greater.

The ability to be a communicator in 2020 has now become Disproportionally more powerful than even the quality of your product, And that may be confusing and it’s a very interesting debate. But the reality is a product. Is a subjective product, One more time, B2B who does services raise it high? I just want to get a sense higher. All of you that just raised your hands. You know what I know. Sometimes you Think the product’s great, but your client thinks that shit Other times you kind of know.

That the product is shitty, but the client thinks it’s great. The work is subjective based on the queen or the King. On the other side who gets to this side your ability to be a Phenomenal communicator, How many people see it where And how is less subjective The content in it is subjective, but the results are There, through the leads, through the results that come through it. I believe today that, if You’Re in the business world that the ability to be a communicator, a content producer at The height of the scale for your product has become more important than any other variable.

I would rather be great at YouTube and podcasting and LinkedIn and Instagram Then be great at balancing my checkbook that I can hire an for. This skill is emerging. And accelerating at scale so here’s how this game Breaks down for me One, I think everybody here Has to take a step back and figure out what Kind of communicator are they individually, Even if you sit here today and do not believe it is your job within the organization to Communicate up eventually, especially at the age level, That everybody here is Eventually this skill set.

Will become important to you, whether it’s now later in your career, within your family dynamics and definitely over the next 2030 40 years as communication rises in Importance not declines. Thus, my great ask my great Ambition to fly down here, three flights to get here – And flying right back home, The reason for me to be here: Is very focused on the notion of. Can I get five people There’s a lot of people here? Can I get five people in here? To start tomorrow or Monday, If you want to take the weekend, Off to start making content, The world is very simple: The world is breaking Into a very simple game, ideas and making, do you have ideas? Can you make them, But it requires an incredible Sense of self awareness, I’m very passionate for Many people in this room who are introverted and who would be scared, To give this speech or who feel uncomfortable, In front of a camera to understand that, if you Are a remarkable writer there, an incredible world for you For those who are scared to Be in front of the camera, because they’re scared of how they look or they’re just uncomfortable That recording your ideas or what you’re about in Audio is an incredible time to be alive and there’s an Incredible world to you, It’s a matter of fact, even more interesting.

To me, if you’re somebody that likes to doodle to draw some of the most exciting things that I’m seeing in my content is when we’re doing cartoons On LinkedIn and Instagram, That might be the way that you communicate when you figure out how you communicate Written word, audio article. The next part, is definitely The most challenging, If you ask me why, over the last 10 years I have been given the Great fortune to be here, It’s very simple.

I spend almost all of my time and all of my content. Trying to bring value with no expectation in return. If you look at the Content that most people and companies and organizations put out if you look at it carefully, And you dissect it, it is wildly selfish, It is either a commercial in itself or its main objective is to Get you to fill out your email, your phone number, your information, so that I can sell to you.

Instead of bring you Value to build a brand, I wrote a book several years. Ago called jab, jab, jab right hook and the reason I wrote it was because I was reading People on social media really struggle with the Idea of bringing value – and I wanted to give them A scenario of understanding that, if you’re trying to Sell and throw a right hook all the time eventually The other person knows how to duck everybody.

How many people here Have done email marketing in their life Raise your hands Great, So for everybody, Who just raised your hands? I was doing email marketing in 1997 1998 and I had 90 % open Rates on my email today, If you’re in the 30s you’re a hero, means you have a tremendous list. And you’re doing a great job, The reason those lists Have gone from 90 to 30 is because I’m sure everybody Here knows where I’m going: We’ve ruined email because we’re spamming and selling on it at all times.

That’S what happens to every platform. That’S exactly what we’re Doing on social media Now the reason social Media is subtly declining and the reason the algorithms Always have to change. Is people do not have the Disciplined to not self promote People do not have the discipline to not try to sell on every post. The other problem is when People try to make pretend they’re giving value In disguise, underneath they’re actually trying To sell my friends, What’s scary, about the Way I go about business and what I believe I see what the businesses That are most winning in the world.

Is It’s super basic? Just nobody wants to do it. It almost be like if I was standing up here talking about health and wellness, my friends, if you want to get into better shape, here’s how you do it, Stop eating shit and workout every day. Thank you very much See you later, Brazil. That would be the whole talk. That is no different than How I see business today, Obviously you have to have A product and service, but the reality is very simply the formula is as basic as it is in fitness If you are not producing content and when I say content just to put this into Context for everybody next week is my birthday.

I’Ve had my team work for the last month, We’ve made a deck a couple hundred pages deck, We’re going to give it away for free. It shows you how to make 60 Something pieces of content in a day. The reality is the requirement. Of how much content that I’m? Looking for you To produce to achieve You know about numbers that look like 30, 40, 50. 60 Pieces of content a day Most of the businesses and people in here are putting out one piece of Content a day on a good day, maybe three a week, We, if you’re a personal brand, you’re killing it and Posting four things a day: There is nobody that is Achieving the volume, If you want to write down one word and stick it in your mirror, From this whole talk, the word is volume.

This is a volume warfare. When people hear volume, They hear quantity When they hear quantity. They don’t think that You could make quality, They think it’s a friction. Between quantity and quality, I believe that the world has grossly overvalued production quality and made that quality, not the story or the Context of the message, And so as we have spent The last 30 to 50 years putting production value On a pedestal as quality, we have put ourselves in a Position to not value context and the actual story: And in that is the rub and the opportunity, the sheer size of this country, the sheer amount of spend, even in the separation of wealth, The uncanny amount of attention on YouTube and Instagram in this Country leads this to be one of the most interesting Places in the world to be a marketer to be a marketer to be an influencer to be a startup.

However, when I spent because I gave a speech in st Pelo a couple of weeks ago so about three months ago, I started really doing homework. On what’s the sentiment, What are people saying in the comments? What’S the vibe, What’s remarkable in such a progressive and incredible country, is how Much similarities there are Believe it or not. What the US, which is With all that in place, there is still so much cynicism and pessimism to actually achieve it.

That is not a government Issue with your new president or ours, That is not a problem that You don’t have Silicon Valley, That is a problem that People would rather complain than put in the fucking work. That is a human problem That Is a global human problem If this was 1957 and it was my grandfather and all of your grandparents, I would have some empathy because it real money to Actually do what I’m saying, but in 2019 with this, I Struggle to deploy empathy for you not doing, which is What led me to not making this a game about your wallet? Many people think business Is a game of this business is not a game of this.

This is Right now is a game of this. This has come down to the simple Deep warfare in one’s head: What What is stopping people From actually making content – and I believe that it comes down to one simple word judgment – I believe that judgment Is crippling our society? I am fascinated and grateful Grateful like you would not Imagine for my mother building self esteem in me without Creating entitlement My self esteem allows when I leave here in a couple of hours, and I read the comments and I control copy it and Translate it from Portuguese to English, where one of you Say that I’m an asshole, I’m okay, I want to give the next talk.

I want to make the next piece of content My ability to deal with losing pushback Negativity. No Is my strength, my entire Model of content production, My entire thesis for this Talk only has one major flaw in that people are insecure. I spend my life putting Out content, 50 70 80 pieces a day with the great hope to Eliminate that insecurity to challenge you and Ask you what judgment why? Why are you willing to live? A life that ultimately ends with regret and resentment Because everybody who’s 90, at a hundred years old talks about the things they wish.

They did not the things they did And so for me, Brazil, very simply, I’m trying to challenge This room to understand the simplicity of the framework and the massive difficulty in the head and really lead to a couple tactics, For example, tactic number One one of the biggest things that I have seen work in People starting the process to produce content is To make a single article and tell the world their secret that they’ve been holding onto, If you really think about What stopping people it’s the darkness and Shadows, inside of them, by putting it out and taking Control of your secret, your dyslexia, your Terrible issue as a child, your relationship with X, your drinking problem, whatever it might be by You taking control of it by putting it out no longer.

Does anybody else, Have leveraged to expose it, It is a freedom play and I highly and listen if you really want to know forget about the five People that post tomorrow, If I can get one person one person in here to leave This conference tonight and make a article and tell the world the truth: That they’ve been holding onto this will be mission fucking accomplished. Thank you. Dad [ Crowd Clapping ].

I want to go into questions. In about five or 10 minutes, so let me speak. Let me See where the mikes are, but I’m going to line them up here and we’ll figure that out. But before I do, I want to spend a few More minutes on audio For a lot of people here they missed YouTube. They missed Instagram, I believe, there’s two places where you have a chance over The next couple of years to not miss it Number one you have to read: Ticktock very carefully: If tick top takes off Seriously in this market there will be an enormous Amount of opportunity, because the global penetration in Asia – the? U S, Europe – is exploding, What’s so amazing to live.

In a country of this size and this much opportunity, And you guys know this: is you can see these platforms? Exploding somewhere else and you can get a head start – And play it here outside of orchid, which became the player here, Every other platform Eventually makes its way here and became the dominant player, Please please do not underestimate what is happening on ticktock globally and where the potential Sits in this market, You should absolutely, If you’re at this conference, if you’re smart enough To be at this conference, you should be smart enough to go home and execute around the thesis.

Around the opportunities around the knowledge, One is tick-tock number two is voice. We are becoming much more of An audio consumption world by show of hands How many people here Now, listen to a podcast, Raise your hands, raise it high. I want everybody to look around. Look at this, Put it down for a second Those same people. How many of you were listening? To a podcast five years ago, Raise your hand, Look around Look at that growth.

Look at that growth! How many people here now when They read YouTube articles, sometimes just put the phone down and listen to it and don’t Even read the article Raise your hands. Look at us. Look at us D rock spends all this time. Making it look pretty new Fuckers, Just listened to it, Audio is becoming the growing Usage because we’re busy – and we want to do two things at once – Three things at once: four things at once, One of the biggest Opportunities in this room is understanding how big audio is and producing audio content.

Everybody wants to be a marketer, but most people in this Room are salespeople, It’s why they like Google, Google’s easy. It’S intent, Somebody types something In you know they want it, So you buy the ads and you convert That’s sales. I’M here to talk about. Branding and marketing The way real things are built, the way the biggest companies In the world are built, The biggest personalities Celebrities brands they’re built for branding And marketing, not sales Audio is no question The fastest growing Opportunity to build a brand that most people are not doing.

Please be the person in This room that goes back and actually starts a podcast. Please be the person here. Who actually starts recording their thoughts and just posting the article I mean you could Literally, take your phone hit memo record, put the phone down, it’s just a black screen and You can post a black screen with your words You can most of you won’t because you don’t think that’s quality, This subjective point.

Of view around quality is stopping the world from making. We must flip that on its head, Please be the person in This room that leaves here and starts making Thank you. [ Crowd, Clapping ]. I left a lot of time for Q and a because I really the theory is very simple. The details and the questions matter. So who’s got the mics. You’Ve got the mics, So you’ve got to run around Who’s. Got a question. Raise your hands! Yup! I’M going to translate to you: Okay, Hi Hi! I love you! Actually, my Family whole family loves you Thank you.

I just came from Canada, So I am an immigrant in Canada. I Zillow and my son listened To your podcast every day, He’s nine years old, Sorry about him! My daughter is 11 years old, So I ask him “: what do you Want to say to your GaryVee?”, He said eh say to him that I love him, Then he’s awesome And I’m sorry and you are so fun. I read it off you Thank you for that and bye I’m shaking because as an immigrant, as you know, I’m leaving Canada for 13 years now – and I suffer a lot – It was terrible Even for my children that was born there and if you’re there, just To eat Brazilian food at the school was very scary, And my daughter was Bullied because of that, So my question is: what can I, as a mum, do for my kids Sure? Thank you You’re welcome.

Thank you. Can I have a photo? Please? Yes, you can have a photo, So I think business and parenting have a lot of similarities. So when I hear those kinds of stories and I’m sure how many People here are parents, raise your hands So for all the hands that just went up. You know how challenging it is Like you can have common Sense everywhere else, but when it’s your kids it’s hard to maintain it, But I believe that self Esteem is the ultimate cure to everything And I think most parents go On defense, when their kids are hurting instead of off Bence, So when their kids are bullied, they want to go fight the school.

They want to go fight. The parent of the kid It’s defense for me as Somebody who was bullied because I was a Soviet Immigrant in America and my childhood, when the Soviet union was the enemy, there was plenty of shit. I mean. If you can. Zoom in I’ve got goosebumps. It was a very challenging time, but what my mom did was she went insular. It was authentic. It was me and her in my own Head hearing nothing else By the time I was in high school, I couldn’t hear anybody else.

It didn’t matter by the way, both pro and con. So for me, I think the thing you can Do is beat into their head about them, not about the People in Montreal or Toronto or Canada – It’s not about them. It’S about yourself inside your own head, your own self worth and And you have to pound it A lot of parents who are like, Oh so easy to say, but when their kids are making you’re right, but it’s no different than working out and eating healthy.

It’S no different than may content and put on all the platforms. The answer is simple: pounded into your kid’s head, their own self worth not the opinions of others, There’ll be a happy person or whole life. The problem is most parents, Aren’T acting that way, so it’s hard for them to give advice that they don’t even feel themselves, But that is the answer. You’Re welcome Questions. Yup. Thank you.

How are you Find you Very good Been following you for many years, So I am so happy to be Face to face with you. Thank you, I’m kind of nervous. Don’T worry, Okay, So I came all the way. From extremely little town in San Quan in Argentina called San Juan, So I mean I’ve been for a couple months or maybe years praying to figure out. If I have to leave my small town or I’m just a stay. Around there be patients, I wait for my business to be like big.

What kind of businesses that are A digital agency That so my question is, would you imagine Yourself as a business man as a size, as you are right now Stay in New Jersey for Example or in a small town I understand So the question for you and Everybody here is what’s big right, Because because this is Where people get caught, It’s so simple, Being in a small town in Argentina thinking, you have to go to San Paolo or you have to go to Benesede or you have to go to New York city.

It’S easy! It’S easy! You’Re, like that’s a Much bigger place to go The question: is it comes down to what makes you happy For me? What makes me Happy is to play the game, Not the money, not how big or small I just want to play. I’Ve always wanted to play I’ve readed, so many people Have a $ 1 million business in a small town in America or in the world, move to a bigger place, do 5 million and be very unhappy.

They were very happy at 1. Million in their small town, They went to a bigger town, They do 10 million and They’Re very unhappy, My friend, Brazil. It is time that we in the start making Happiness what we go after, Not more money! Thank you We have to. We have to right For me. When I hear bigger, I want you to have a bigger fucking smile on your pretty face, Not make 280,000 more in fucking net revenue.

You understand You have to decide that for yourself I don’t know You have to decide that for yourself, [ Crowd, Clapping, ], Hey Gary! How are you I’m good, I’m so good, I’m following you for almost three years, and I just want to see thank You for all of your content, You really change it by life. And would mean the world to have a picture with you. Can I Yes, you can. Thank you Right now. Right now.

I know. Oh, thank you Give the mic back. Oh, are you sure Thank you. You’Re welcome, [ Crowd, clapping ], all right get out of here. Let’S go Who’s next Hi Hi. First of all, I’m a huge fan. Thank you. You have taught me a lot about Perspective and gratitude and happiness, I’m so nervous, Don’t be So me and my sister we Are starting a B to B company and we are trying to sell A training and consulting for HR teams and litter teams – Okay – And I know we are not putting As many content as we should, The other, Why Why do you think Talk To me real We’re here, Why Well she lives in another town.

So it’s a little difficult for us to-! Well, you don’t both Have to be in the content: Yeah yeah, no, and but she Needs a lot of help for me because I know how to Do things and how to how to film articles and I’m teaching her Okay And she’s a little? She Doesn’T have a lot of confidence, She’s really good. She knows her craft Yeah. So what about writing Or what about audio? I feel like so many people.

That don’t have confidence are very scared of the camera, but can do much much better. Writing or recording audio Yeah. This is why I spent so Much time on it, in my talk, I don’t want people to Be like me, not listen, Not everybody is ridiculously Handsome and charismatic, you know what I mean, though I don’t want people to be like me, I want people to be like me, Where they found their voice in their medium, But for a lot of you in This room: that’s writing! If you’re, more introverted or insecure, a lot of writers are Come from that framework – or I really like audio so keep that in mind, but keep going And she’s doing cold calls.

And trying to reach companies in her region, But I’m just guessing what else can we do? Besides content that I Know who should be doing content get our first clients just to Do it for free Yeah, The biggest mistake small companies make? Is they don’t work for free And then now that I said This on the internet, so many people are going to leave comments and say that I’m an idiot and they hate me and nobody should work for free and blah blah blah.

That’S fine, But those are set by people that have never started a Company with no customers, That’s right, And so I mean I did it and I had already built a big business. But I went into a new World, where people thought what I did for the liquor, Store was not going to work, So I worked for free. I still do it if I think It’S the right strategy, So I think the biggest thing You should do is work for free because it gives you the referral base And by the way, when nobody’s hiring you.

That means your work is worth free. Can I have a selfie? You can yeah Okay Who’s next on 5 mins? Okay, How are you Go ahead? I can listen: Okay, Gary [, Foreign Language, ]. Thank you, [ Foreign Language, ], Sorry, my fucking life, [, Foreign language, ]. Don’T try to convince anybody. The number one mistake when You’Re selling something new that most people don’t understand is people spend too much Time trying to convince them instead of finding the person That already understands people make it a noble Mission instead of a business, My friend, I’ve been right and early for The last 20 years of my life, I have spent almost no time Trying to convince anybody, I sometimes have a one hour: Meeting with a company fly from New York to Chicago walk in sit down Start the presentation.

And ended after 10 minutes cause. I already know it’s over Every minute that you spend Trying to convince somebody who’s already know, is a minute That you’re not spending Trying to find somebody that will say yes, [ Foreign Language, ], Of course, because you’re not when you’re selling something new, they can’t see it or they don’t have reports in Their company to justify it Got it So if they don’t have the Report to justify your work, they’re scared.

They might agree with you, but The machine that they work in won’t allow them to say yes, So you just move on. Thank you, You’re welcome, Sign it Got it. Okay! Next, Hey Gary Hello. How are you First of all you’re awesome? My name is Luca and I read Our content since on 19 now I’m 22, so thank you. For being part of that, Thank you. I want you to ask you something that I believe is really important.

You are the first guy to Talk about making content, making really quality content, But I’m afraid that the internet is a place with very anxiety. I mean Instagram causes a lot of anxiety. Instagram doesn’t cause anything. People are anxious, Yes, But this is important Instagram there is no Instagram. There is a platform We post pictures and humans decide to see somebody having a nice time and they decide to be upset.

It’S important, though, Keep going Yeah. My question is: how can we we all here at these event, Can help these platforms are part of platforms being mindful Peep better By not putting out by Putting out real shit If everybody here didn’t Only put out photos when they’re, most dressed up, going to the most fancy place and showing everybody how Fucking amazing, their life is the world would be in a better place.

[ Crowd, Clapping ]. Thank you Not super complicated Dirac and I are going to end this talk, I’m about to do in five minutes. The fireside chat We’re Going to do a book signing We’re going to run to the airport, We’re going to take a private plane cause I have to get to San Palo cause. I want to get home for Family early tomorrow morning There will be no picture. Of me at a private plane, I’m not going to show that I’m fancy.

That’S not what I want to talk about. I want to talk about gratitude and kindness and empathy We’re in control. There’S no fucking Instagram monster. There’S no YouTube monster, We’re the monster. [ Crowd! Clapping ], I don’t know who got the mic: Okay, Yeah You’ll, be when producing Content, language matters: Yes, We are in a country that Doesn’T speak English? Yes, So said that, How can we break the language Barrier here to go global Well, you’re not going to Get Portuguese to go global? Yes, I mean, what’s the better best way to go in an English And Portuguese bilingual Do it both in I mean, but just in one one profile, but two profiles or You can do two profiles, I’m a big fan of sometimes doing article.

That is both in Portuguese And the English – I also want to remind you that this is a humongous, fucking country and winning here is just fine too. You know I mean if you want to win globally and you’re, so desperate To then you’re more than welcome to make English Yeah Because current Smathers I mean Rio, it’s like one and dollars like four. So it’s a big opportunity. I understand that I think it all comes back to The gentleman from Argentina You have to decide what’s right for you, If you want global, if you’re chasing more dollars, Than make English content? Okay, So, But it’s very important I say this: I think this is Every country outside of China and the? U S has an inferior complex because there’s more money elsewhere.

This is a huge fucking country, Okay And like huge So folks in Brazil. If that’s what you want to, but if you know I can promise you just focusing in Brazil what just Portuguese content Can make you plenty of money and happiness if you personally want to be on a bigger stage? English is something you have to consider. Okay. Thank you. You’Re welcome! Hey Gary good evening, Good evening. First of all, you Have to keep you at CBI, Lulu, You have to be Well you in love, you and Russia Yeah, So I’ll.

Just give You a very quick contest because I want to respect everyone’s time When I was four years old. My mom stabbed me for Ethan All the cucumbers we had for dad Stubbed you Yes, My hand. Yes, when I was six, she smashed My face against the wall until it bled from my nose and teeth Just was just because I was late one hour. Then she threw me at the graveyard that when it was late at night And honestly, all my life was Fear and sadness and sorrow, And so when I was 20 years old I said either I keep myself awake go So I decided I go and I left my mom and a few years later I Became an entrepreneur and I’m not the most successful one, but I’ve done pretty good for myself Quite happy Good And [ Crowd, clapping ].

Ah, but No that’s a story! That resonates with me It’s something I share very infrequently, but my grandmother who Passed away this year, and maybe that’s why I’m a Little bit more comfortable sharing it. She was very difficult to my father too in the Soviet Russia. So I have a lot of empathy for that story And I also know – and I know you know this cause – I see you made some Doll with my face on it So obviously you’re following.

I believe that adversity In youth is a very powerful advantage if you’re able to get out of it If you’re lucky enough to Be born with natural mindset or consume something that Helps you get out of it? Well, a hundred percent So I came along the way, but I did become an Entrepreneur out of vengeance and wanted to get even with My mom, my dad my everyone and I knew how unhealthy It was and then came along this American Russian Who speaks way too much and curses even more and Somehow I don’t know how I really don’t know, but But you changed me today.

I work for happiness. I work for hail, peanut, other people rather than closing the most deals, And I came here to Practice what you preach, which is jab, jab, jab right hook, So let’s start with the jabs. Please Then we go to the right hook. Please Thank you. First of all, Gary Vaynerchuk I’d like you to meet Gary Vaynerchuk. Also I’d like you to Meet Sasha Vaynerchuk, Very nice And to make it devastating Tamara, Vaynerchuk Very nice.

My two favorite people on earth. Yes, Now I know you’re a private man, so I’ll make it in Russia. If you want I’ll, do it for free I’ll, do [ Foreign language ], 100 % Splunk? Now we just heavily a You. Send me an email, To Gary at VaynerMedia and we’ll get hooked up, Thank you You’re welcome. So Thank you. Now. Here’S my right code And regardless of what [ Crowd, clapping ], say yes or no. What I said earlier I’ll a believer.

I desperately need 20 Minutes FaceTime with you whenever you want Wherever you want, please, Okay, Two things: One jab jab jab right hook When you give give give and then ask It’s unbelievably important. To me that people understand that when you give with Something behind it: it’s not giving So the execution of That for the 20 minutes is not how I see the world. However, I just want To make sure everybody understands that, However, even with that said, and usually it’s not my favorite move When somebody gives me Something I didn’t ask for and then need something from me, which is the most valuable thing from me.

My actual time, even Though I don’t love that I just love you Thank you, I love. I will give you the 20 minutes. Thank you. Your welcome Email me we’ll get connected. I will I’m going to get one more in and then I’m going to call up the CEO and we’re going to have this far check Last one, please You got it. I love you. I love you back. Okay, Thank you. We own a canabiss growing Side, flora, 70 years We are rather than contact jab Jab jab jab all the time and the now the market is Opening for the big companies coming from United States, As you know, we can’t have Sponsored ads on Facebook, I’m aware or Instagram, So I’m asking you any advice Influencers because that’s The most scalable thing So giving the dollars to the influencer they post and sometimes it stays up.

Sometimes it doesn’t. But my number one thing I do a lot in the US with cannabis. With my Greenstreet company, You have to start a podcast. You have to control the media podcast and even text messaging, starting to ask people for Their cell phone numbers and putting out content directly to them And we work very hard and chat bot, also 100 %, but even the chat bot. If it’s in within the If it’s in WhatsApp you’re going to be vulnerable, You want to go direct phone numbers and you want to start a podcast company because there’s no platform in the middle, that’s in control of you Great! Thank you.

Your Welcome All right! Let’S do the fireside chat. Thank you. Everyone Gary! This is very good shit. So do a couple more, It’s all about them, so I Can grab my intervention Be right here, Who’s got the mics, No problem, I just don’t know where the mikes are Who’s got the mics Go ahead. Yep she’s got it Yup, that’s fine And then let’s and then let’s go into The way fucking back, I want to get some of those those peeps [, Tiago, ], Hello, Gary.

My name is Tiago me and my girlfriend We drove 380 miles just To see you and meet you, Thank you. I just want to thank you. For everything you did, I brought pro-Russian with me. Thank you. This book changed my life, I’m I work as a doctor, but I happened to be Passionate about technology, So I started my YouTube. Blog following our advice, my last year one half year ago, and it started to grow exponentially.

You told me about voice. I Made Alexa contacted blew up. My girlfriend was unhappy at her job and I said, read this book And then Steve captain Complaining about her job and I said quit You’re not Gary, says quit And she quit her job. And now she started her Own slow fashion, business, She’s happy as she ever been, and we want to thank you so much and ask if you could sign my book and take a picture with us, please, 100 %.

Thank you. 100 % bye Who’s got the mic right over there. Go ahead, Get her attention. She’S got the mic, Go ahead. Yeah I came from there because no one is looking For the people on the sides and not just eh, I Think is really important to talk about a business that Is really neat in Brazil, That is it’s schools, teaching, of course – and I am the first people, but the first person here That actually didn’t know you before.

Are this summit No problem? I wasn’t people didn’t Yeah. I wasn’t a big fan of you. I am now You’re a really smart person. I just wanted your Opinion on how you think that teaching is going to Grow in these platforms like YouTube internet in general, Do you think that actually We’Re going to have a boom, let’s say teaching is going To explode on the internet, Do you think that’s a Market in the future, I do and I think it’s already happened.

I think you and I have grown Up in the last hundred years of modern teaching, where education is being done through, Schools and leveling up until final university and Then go into the world. I believe that education, Is already happening If you just think about what that doctor was just saying literally the question before he readed my content. In education form, it educated him to the possibilities and then he went and executed it.

I think to your point and you can you can add, we can talk back and forth. I think people that are Educators in the current system are going to have to be very thoughtful that are they passionate About being a teacher in the current system, or they passionate about educating in the macro Yeah, that’s actually the Point I was trying to get yeah. I know there’s a lot of people already teaching other People on the internet, My the thing I was thinking is that my idea of future, though the thing I want to do in my future – is teaching people online Specific languages, You could do that now, But yeah I know, But do you my question is: do you think teaching is going to go? Entirely to the internet, do you think I think society is Going to go predominantly to the internet will still live in real life, but there’s a very significant Chance in 30, 40 50 years that all of us are Living in virtual reality and are spending a lot Of time in that world, No different than the 11 hours we spend inside our VAR phone now, Yes, I do Like ready player one The movie Yeah I listened to.

I think people in this room, including me, are very Naive of where technology is going already, We can see blockchain VR AR there’s so many more inventions. That will be invented before we die Technology. Always moves Technology always moves. So yes, I think so. Thank you. Okay, Who’s got the next question. I need the mic. Wait. We got you: Okay, [ Foreign language, ] Gary. How are you [ Foreign language, ] You’re, going to die? Yeah, I mean brother, My biggest hope for everybody.

Is to not have regret, besides health health, which you need. I want people to have happiness and as much happiness. And as little regret – And you know, you’re such a young man – We have so much time We have so much time. I just wished that people Had a better relationship with time, There’s so much more time, and so I’m glad that that hit You, because it’s very real Everything I do everything is knowing that it’s almost Impossible to be a human being 400 trillion to one That is the math, The odds of being a the Odds of being somebody in here right now is 400 trillion to one It’s impossible to be a human being, and yet everybody here is one, and I don’t want you to waste it.

Why [ Foreign language ]? Thank you. Thank you. God lets us go Yep. We can do the last one Yeah Hi All right Earlier. You gave us advice. For producing content – and I as them to they for Hobart to Prado for Microsoft, What re twirls do you have Every day that changes your life and I want what What brother, What What rituals re re is. Yes, that do do every day And it changes your life Every day, Yeah every day.

At some point I imagine my children or my parents or my siblings, somebody in My family dying every day, And that makes me happy, And I know that that might be confusing, but every day I practice reminding myself what is actually important to me And if today I went to Brazil And gave a great speech and many people found out about me and when I got back to My phone in an hour, one of my clients, gave us $ 5 Million more for Vayner media And one of my articles, Went viral on Instagram and got 5 million views And maybe even this Sunday, the jets win a fucking football game Right.

If all that happened, If all that happened, if God forbid one of the 20 People that I love the most got sick or died. I would not give a shit My only ritual every day. Is to make pretend somebody that I loved died, which makes the rest of my day very easy Amazing. Thank you. You’Re welcome, [ Crowd, clapping ] Do them in a very tough spot here. I’M cutting this great conversation, short Yeah, I’m also between you and your flight and between them and party with free beer.

So Free beer is fun. So unfortunately, you guys this conference is coming to an end. Did you like it? [ Crowd, cheering ]. So my only mission here is try To wrap up this conversation with some of the important Things that we discussed here, I think we all agreed that We had an amazing three days, the last three days. Those are my questions to you, I’m a big fan since the wine library days. I actually met you.

I’D, probably don’t remember that Mad at you at web 2.0 expo 2009. So that was a long time ago. In Portugal Yeah in San Francisco, So my first question is You want to buy the jets. Yes Most people here, Probably don’t know why, So what I want to know is: what’s the power of stating Out publicly a goal like that, And please explain why You went about it yet When I was five years. Old six years old, I moved to New Jersey.

I wasn’t speaking English. I had a very tough time in When I first came to America. I went outside and some boys were throwing in American football. I went over started playing and they said to me: what team do you like? I didn’t know They said you’re in New York. Jets fan, I okay, That was 1982 Every single Sunday, Since that day I have readed Every single play of the jets During that summer or a year later, all my friends had jets.

Jerseys We were poor, So asked my mom to buy a Jet shirt and she said no, but at night she knitted And made me a jet sweater That is my prize possession. I have it in a safety deposit box. When I buy the football team, I’m going to hang it As soon as you walk in, For me, the jets means America means happiness means the beginning of my life. When I started when I was in fifth grade, they asked us who do you Want to be when you grow up And everybody wrote: police man, astronaut all sorts of different stuff, and I wrote the owner of the New York jets and that was the first Time I said it publicly and I’ve said it basically To everybody, I’ve met since and then obviously over the Last 10 years as more people got to know me, it’s a part of my story.

It’S very important. It’S actually very similar To the nice gentleman from Argentina, It you have to be self aware. For me, entrepreneurship and building businesses has Always been my happiness Lemonade when I was five to Being right here with you today at 43, so for me wanting To buy the New York jets is very important because it’s a goal that allows me to play for a very long time and that Is what brings me happiness the process? As a matter of fact, I’ve already made a article Maybe five or six years ago that I have saved and it’s the article that I’m Going to share with the world The day I buy the New York jets and in the article I tell everybody, That today is a sad day, Not a happy day, because something that I’ve been chasing for a very long time has Come to a conclusion, And then I make a joke: About winning a Superbowl and something like that, But nonetheless it’s important for me not Because you shoot for the moon and you land in the mountains, It’s important to me because It represents a process.

I want everybody here to love. What they do in the process, not necessarily the stuff That comes along money, fame vacations clothes. I want them to love the Game, not the stuff For me having a big Goal lets me play longer, Got it Got it? Thank you. Thank you Last couple of questions So another thing that we Talked a lot about year. Is this tragal, especially For entrepreneurs, Now we have to deal with that.

You always talk about hustling. What keeps you up at night today Like cause you’re a successful guy still, but you still have some right Yeah, But but that’s What I signed up for, Like I, don’t understand When People are trying to aspire to be unbelievably happy. And unbelievably wealthy, it should be hard Like every day is hard. I landed here from these Three flights to get here and immediately I get wifi and there’s four texts from clients, Problem problem problem problem: It should be hard.

My struggles today are 100 % outside the framework of my business. For me, that’s my safe place and I accept that. There’S Going to be tough things As a matter of fact, this is funny. I didn’t do it on this trip, but sometimes when I fly and I have to fill out custom forms when it says occupation, I write for fire fighter. That’S how I feel an entrepreneur is you’re, always ready for another fire, whether it’s two o’clock in the morning or nine 30.

You have to be ready and I don’t struggle with that, because I’ve been Practicing it my whole life, which is why I fear, when people Try to become entrepreneurs, because it’s cool Now I worried about that, because it’s very hard and if you’re not used to losing, I lose every day Every single day I lose And unless you’re good at that you will not like entrepreneurship, And how do you know what’s Interesting There’s something interesting there.

You know where my mind Just when I apologize Well, my mind just went is it’s funny where I just Went as we’ve just finished that you were about to clap, I said I said to myself. I said it’s hard to lose. When you already lost I’m already pop committed to the game, I know what I signed up for. You can’t lose when you Already think you’re losing Everybody thinks entrepreneurship, I’m going to start the next fucking Uber and be a billionaire, No you’re, not And the second, you understand, That is when it gets good, And now we run multiple companies.

Most of them are very successful How to prioritize her life, how to balance stuff and only don’t allow Them the word balance, but juggling And being okay. The reason most people aren’t doing. What I do is I’m okay juggling and letting something Fall because I don’t If I was juggling right now, eggs and you were all impressed. And I dropped an egg and you all said I wouldn’t care It’s part of the game.

So for me it’s easy to do. The wine and the business and the sneakers and All the stuff I’m doing, because if something fails, People will tweet about it. People will write about It, but I won’t hear it What’s so important and the one Thing I wish for all of you and it was earlier to The parenting question, as you can imagine, especially if you don’t know me, and you just discovered me and you see how people Are talking about me, you could imagine how Easy it is to get high when people say that You’Re changing their life and all this unbelievable But it’s very funny for me.

I don’t when I hear the beautiful things that are said to me. I think about Sasha, I think about my parents. I think man they did a good job, I’m the product of them, I’m the product of Immigrants and struggling and good parents So When I hear nice things, I don’t get high, But That’S a very good thing because when people say The reverse, in my comments or negative things, I don’t get low When you become detached detached from either positive Or negative comments, you win The reason, so many of you struggle is you, like the compliments When people say you’re, pretty You, like the compliments When people say you’re smart, you like the compliments When you’re dressed good, he came up with a good idea.

You scored a goal. You made a couple of you like that So when, but now you get Used to the feedback, So then, when somebody says your shit, you believe that too, I don’t believe either I hear nothing. It’S super quiet appear. It’S super fucking quiet up here.

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Online Marketing

Seth Godin – THIS is Marketing

You know in the you know, we stand for this. People like us do stuff like this. So let’s talk about the anything, a logo and a brand alright, because companies spend way too much time on their logo, just like people on YouTube spend way too much time on their hair. I’M told they spend way too much time in there. If Nike owned opened a hotel, I think we would be able to guess pretty accurately what it would be like if Hyatt came out with sneakers we’d have no clue because Hyatt doesn’t have a brand.

They have a logo. If I swap the signs on a hotel at that price point, it couldn’t tell if you were to marry it. If you were a Hilton or the Hyatt, the hallway, the room – I don’t know where am I no brand, so what it means to have a brand is you’ve made a promise to people. They have expectations, it’s a shorthand. What should I expect the next time, and if that is distinct, you’ve earned something if it’s not distinct.

Let’S admit you make a commodity and you’re trying to charge just a little bit extra for peace of mind, the problem that Hyatt and Hilton and Mary it and the rest have his sort by price, because if I go online now to find a hotel, it’s really Simple sort by price: why would I pay $ 200 extra to go a block away? I don’t so. What’S the value of a brand, the value of a brand is how much extra am I paying above the substitute and if I’m not paying extra, you don’t have a brand.

This episode is brought to you by our friends at Mazda. I just drove the new mazda6 and it’s buttery smooth powerful with an optional turbocharged engine and more. I also elect the new cx-9. We shoot on location every week and it’s got plenty room for all of our gear. It definitely feels a premium kind of driving experience, but it’s the attention to detail that stands out for me. You can really tell the monsters designers have put their heart and souls into these vehicles.

You can check them out at Mazda comm, all right now, let’s get into our episode it’s that time again. It feels like. Every year we had a little you’re like Santa Claus, but with wisdom and insight once a year you show up from like Jimmy and we have a conversation. I was looking forward to this. I’M not going to ask you how you got this job this time, because after half a dozen times, I think I know the story, but I do want to know about this book I want to know.

I mean I’ve always thought of you as the godfather of marketing. You know if, if Peter Drucker is, you know, old-school not outdated, but just like you know he came before he’s the previous generation. I always think of Seth as the new generation kiss the ring and so help me understand. This seems to me to be like the quintessential book on marketing. Well, what’s your take, the thing is, I don’t do any consulting, because I don’t have the patience for it and what I love to do is find people I care about who are doing work that I’m proud of it gives them free advice.

How can they achieve their goals, bringing their work to people who need it and what happened was after the 50th time? I heard myself saying the same things again and again. I started this seminar, the marketing seminar, which lives online and it’s not inexpensive, but it’s really effective. It’S a hundred, a seminar with so far. Six thousand six hundred people have taken it and what happens inside it is.

I was reading. People interact with my lessons, but fifty lessons together and seeing how they interpreted them and reading them change and reading their work get better. So it occurred to me. I don’t know why I took so long. Oh, I know how to make books. Maybe I’ll turn this into a book for people who don’t necessarily want to commit the time to being part of a seminar and one thing led to another, and the book became the book that it is now which is yes, my version of if advertising had never Existed if David Ogilvy had never existed, if the old model, which was so magical, wasn’t available because I don’t think it is, if I could teach marketing to someone, what would I teach them so there’s nothing it.

I think the word Twitter might appear once in the whole book is not about social media. It is not about growth rating points or even conversion. It’S about work that matters for people who care so break it down for me kind of. What’S what’s the path you know, what is the method to the madness of laying out the chapters in the order that you did or does the order or not matter so the order we you have to begin by undoing the marketing of marketing.

You have to undo this idea that marketing is selfish. That marketing is a scam that marketing is this short-term interruption thing. So I spend a bunch of time on that. I wish I didn’t have to, but I do because I’m saying to you you’re a marketer and it’s not an insult, it’s a compliment, because what marketers do is we make change happen? Okay, which change for who? So the first third of the book is what marketers do is we decide who we are seeking to change who’s it for and what’s it for, and I’m amazed at how often people don’t even consider this? They think they’re making average stuff for average people and if they just yell at about it enough, then their Kickstarter will hit 19 million dollars well yeah every once in a while.

I Kickstarter needs to do that, but almost none of them do that the truly successful ones or the truly successful online stores are local bakeries or the person is trying to raise money for their charity are specific, they’re, not general, so the first part, and then I Get to this idea that culture defeats everything if you’ve got culture at your back. What you’re doing is easy and you’re trying to change the culture it’s difficult.

So what is culture? Culture? Is people like us? Do things like this? How do we break that into pieces? Who are the people like us? What are the things like this, then? I do a turn into something that some people think is distracting, but is, in fact, at the core of some of the big ideas here, which are human beings, make decisions based on status, not the status of I have a fancier car than you. That’S part of it, but the status of who eats lunch first and the status of who’s moving up and who is not moving up.

And what does that even mean to us that informs culture? And then I talk about affiliation versus dominance, because I see that more and more everywhere. I look ok so now that we’ve laid that out now we can get into some of the tactics, the tactics of. Are you a brand marketer or a direct marketer, because they’re fundamentally different things and most people were brand marketers before the internet, but the internet rings a bell and says if you’re a direct marketer? This is here for you and then I can.

We round hole circle, and I end with a bit of a rant about is the work we do evil. Are we responsible for it and if we are responsible for it? What are we doing here with this super powerful tool and this tool we each have is more powerful than the assembly line was in 1925, partly because we all have it. If you have a keyboard, you can touch the culture. What will you do with that keyboard? What we do with that camera because we’re not victims, we’re creators and I care very much about helping people, take responsibility for the change they seek to make and if it makes you a living, that’s fine.

It doesn’t make you a living, that’s a choice, but don’t do it because you’re making a living making a living because you’re doing it yeah well said, can we go back just a second and maybe delineate or clarify brand marketing versus direct marketing? I think I know what you’re saying to me. If I were to say it I would say brand marketing or advertising because to me one is a push button and the other one is a pull lever.

You know brand marketing being a pull or it’s pulling people in drawing them in with a tint. You know trying to build attention and Trust while advertising is more about getting a return on the investment and getting someone to jump through a hoop, but maybe in your own words yeah. I I’ve that’s legit, but I’d do it differently, yeah, because there are direct marketing ads and their brand ads. It’S not the advertising that differentiates them.

It’S one simple thing: you can’t measure a brand. You can measure direct. You must measure direct right. Lester Wunderman, who was a friend of mine, is a friend of mine. The elder statesman invented the term direct marketing was on the board of Yoyodyne. Direct Marketing is measured marketing. If you can measure it you’re going to act differently, because you can see what happened Tuesday and change what you do on Wednesday brand marketing is a Cheetos commercial brand marketing is the Airbnb logo.

They don’t you can’t test their Airbnb logo every day. It’S the logo. That’S part of the way you tell the story of who you are so a lot of individuals who don’t own the company like brand marketing cos, can’t get in trouble for a long time, because no one knows if it’s working and it’s this magic alchemy, the Absolut Vodka ads in the back of the New Yorker for all those years. They didn’t work, they didn’t work, they didn’t work, they didn’t work and then one day, you’re a genius right so know very few people make an Apple Superbowl commercial.

That changes everything generally. What happens is people show up put their brand in the world with or without an ad right Brad marketing is. Where did you put your store? Is it on the corner or in the middle of the block? You can’t measure that, because you can’t open two stores, one on the corner and one in the middle Direct Marketing, though, is the secret of Google and Facebook. Google gets all of its revenue, 100 % from people who are buying clicks, that they measure and the reason they make so much money.

Is they sell the clicks for a nickle and if work, they tell your competitors that they could buy it for six cents, and so an auction takes place. So you are making a little bit of money and Google’s making a lot, but you’re still ok with it, because it’s better than making zero. So as we switch to this world of Direct Marketing, we have to realize the metrics of brand marketing aren’t appropriate and vice versa.

What does that mean? It means if you’re, an individual and you’re counting your facebook likes or your YouTube views, you’re, making a big mistake because you’re doing direct marketing in that sense, you’re measuring it, but you’re measuring the wrong thing and that’s going to undermine your brand, because we all know That the best way to get a lot of clicks is to act like a porn site and left to its own devices.

If it does nothing but optimize sooner or later, direct marketing on the internet, races to the bottom, because you’re just trying to get a few clicks from a few people dumb enough to pay you something and my argument is: we need to race to the top. So we need to use Direct Marketing when we should and brand marketing the rest of the time yeah. I think it’s a really good point. You know when back-to-school timing hits and I hear those ads start – pinging hey.

You know you can get jeans that are usually 40 bucks for five bucks just for this week of time, I’m being hit with direct marketing and that’s ringing my bell: the trouble with direct marketing or advertising like that is you know it’s can be expensive and sometimes It misses the mark and we’re being trained to ignore it. Oh yeah yeah, I mean Lillian Vernon l.L.Bean. The reason you’ve heard of them Lands End because every time they spent 50 cents on stamps, they made a dollar 50 in profit.

So they get it to infinity and that’s the direct marketers dream get it right turn the dial, but when we think about the marketing that makes our culture better, it might have a little direct marketing piece to it, but mostly it’s a brand marketing exercise. It also kind of reminds me of The Tortoise and the hare right. Yeah brand marketing is the tortoises race. The hares is direct marketing or advertising.

That’S right, you know it can be quick and you know you could spend five million dollars on a Superbowl ad and read everyone in one day you know, but how long do we remember that or how’s that resonating? What’S the risk exactly? Can you weigh in on what seems to be the quintessential brand marketing play today as we talk about it, the Nike play and Colin Kaepernick okay? So there are a few things that need to be understood about Nike biggest one.

You are not a key. I am NOT Nike. Nike is a bit of a special case number two, the vast majority of Nikes future and its present is overseas sales, so they’re showing up and they’re saying we’re, not Puma we’re not a ddos. We are Nike. Well, you don’t. You can’t say that by pointing to your sneakers, because in a blind taste test, the sneakers are all the same right unless you’re an elite elite athlete it’s about something else.

Well, Colin Kaepernick is a signal, he’s a symbol. He stands for something and the other sneaker companies have been afraid to stand for what Colin Kaepernick stands for, so is it risky feeling to go into a divisive area of politics that I don’t think should be divisive but has become divisive? Of course it feels risky, but it was brilliant. It was brilliant because at the level Nike is playing now the number of ways that they can stand for something anything is very small, and here with just two words, they were able to say us him.

We stand for something when you talk about Nike, you are standing you’re talking about standing for something right, and the stock market has reflected that their market share has reflected that. It’S not easy for a brand to do something that singular. What’S interesting is if Seagram’s had done it, where mattress firm had done it or some other advertise, it wouldn’t worked because they didn’t have the DNA to match it.

It would have been stopped. This wasn’t a stunt that people who knew Nike said, of course it was very natural for them to do that. Yeah, you’re, right, they’ve they’ve been seeding the market from the beginning. You know from youth sports, although an eye and and they’ve also been you know the disrupter. If you want to use that buzzy word in their industry, trying to do stuff differently and shake-up yeah when you and I were kids sneakers cost eight dollars right.

So, as a citizen, I am thrilled that they’ve, given this brave individual, a platform to speak his mind as a marketer, a brand marketer. I look at that and say if this is what the people at Nike truly believe is. This is where they are going and it’s a non cynical act on their part. I have to applaud it because the kind of person that is decrying this psychographically isn’t their core audience. It’S not what they look like how old they are their income.

It’S what they believe and they tend to not be an early adopter of fashion, that person well Nike is selling to the early adopter of fashion by the time their shoes are at Payless they’re, not making any money at that end of the curve they make money. At the front of the curve and the front of the curve, the early adopters, there are people who are playing with new ideas in the culture they’re, not people who are trying to preserve old ideas in the culture.

Let’S talk about what could could go wrong or could have gone wrong, and maybe if we try this on another brand, you know what can other brands learn from this particular case study. You know in the you know, we stand for this. People like us, do stuff like this, so let’s talk about the anything, a logo and a brand alright, because companies spend way too much time on their logo. Just like people on YouTube spend way too much time on their hair.

I’M told they spend way too much time in there. If Nike owned opened a hotel, I think we would be able to guess pretty accurately what it would be like if Hyatt came out with sneakers we’d have no clue because Hyatt doesn’t have a brand. They have a logo if I swap the signs on a hotel at that price point, it couldn’t tell if you were to marry it to Hilton or the Hyatt, the hallway, the room. I don’t know where am I no brand, so what it means to have a brand is you’ve made a promise to people.

They have expectations, it’s a shorthand. What should I expect the next time, and if that is distinct, you’ve earned something if it’s not distinct. Let’S admit you make a commodity and you’re trying to charge just a little bit extra for peace of mind, the problem that Hyatt and Hilton and Mary it and the rest have his sort by price, because if I go online now to find a hotel, it’s really Simple sort by price: why would I pay two hundred dollars extra to go a block away? I don’t so.

What’S the value of a brand, the value of a brand is how much extra am I paying above the substitute and if I’m not paying extra, you don’t have a brand. So when we think about what brands ought to do to move forward, the most important thing is to not worry about your slogan. Your spokesperson, they’re wrapping. It’S to worry about the substance, work that matters for people who care find the people who care the smallest, viable group.

You can live with and figure out how to give them work that matters. So if we compare, if we’re stung the hotel thing, there are hotels. These new chains of mini boutique hotels that charge double what a Hayat might charge for less, but it’s only less by the Hyatt measure. It’S way more by the measure of someone who cares about with the people in the lobby look like who cares about how hip it feels to walk into the bar they’re investing not in oh, you get a room with three power outlets: they’re investing in throwing a Party in a place where you also can sleep while you’re on the road, those hotels have a brand and those hotels are some that some people pay extra for, but almost no one in the scheme of things yeah.

Can we talk a little bit about demographic versus psychographic yeah? I love that yeah. Okay, so they’re only used to be demographics. The only thing a marketer could pay attention. What kind of car do you drive? How old are you what’s your income, you could buy all of those things for mailing this company, but once the internet showed up particularly Google, but mostly Facebook, we could say this is for people who, like that this is for people who dream of that.

This is for people who believe this. Those are psychographics, it doesn’t matter what your skin color is. It doesn’t matter what your income is? It’S, what’s your narrative inside so going forward, the old-school marketer still talks about demographics, they’re wasting their time. What we need to understand is in every zip code. There are people of almost every psychographic perception and what we have to do is brand marketers to say it’s for you and it’s not for you.

I didn’t separate you because of who your parents were. I separated you because of what you believe and what you dream of. If you want to switch, what you dream and what you believe of it might be for you, so I guy walk by the Supreme store. I see these people are idiots good because it’s not for me it’s for them perfect. I like that. I like that, a lot, so you know search engines and social media websites are collecting data on us, whether we know it or not, whether we like it or not, but if so, if I’m a marketer and I’ve got and I’m trying to build a brand, then How do i, how do I find out who my audience is because I think sometimes we think it’s one audience exactly.

We might be completely missing the mark exactly okay. So, let’s start with the data collection thing every time I go to Amazon, they rearrange the whole store for me and every time I go to a regular bookstore, I am frustrated because they don’t it but like what is what are the cat books? I don’t like cats every time you know, I’m coming just take all the cat books out of the store. They don’t do that for me, Amazon does so when this is done properly.

People are happy, it’s being done because it’s being done for them not to them. When it’s done improperly it’s when you get a phone call from your credit card company – and they say we noticed – you’ve been going to a lot of singles bars and strip clubs. Here’S a coupon for free, venereal disease testing. You don’t want that phone call, because you didn’t ask for that engagement with them right, so it’s not about privacy, it’s about being surprised! Okay.

So now we go to serve some people I’ll begin by saying: I don’t think you have any business being a marketer unless you have empathy for the people you are seeking to serve. So what do I mean by empathy? I mean you, don’t know what I know you don’t want what I want. You don’t believe what I believe here I made this. It might be for you now. The best way to begin as an amateur marketer is to start with people who believe what you believe and want what you want great do you know who those people are? Can you imagine them start there? You will find some people in that segment because you made it for you right.

So if you love to surf and to be on social media than inventing the hero, camera, probably a good idea, because you knew what it’s like to be one of those people. But Sony should have invented to hear our camera and they didn’t. Because there wasn’t a professional market around the scene, who said I don’t surf? I don’t want to be on social media, but I could imagine what that would be like, and so we begin with that.

We begin by asserting what a group who believes a thing might want to do. How do you do that? Well, you can learn a lot by noticing. You can learn a lot by thing. Why is there a line at the supreme store? Why are people buying pokeballs right? Why are people doing this? Why are people doing that and those people who do that they’re also doing this, which has nothing to do with that, but they’re all doing it is because they’re all doing it or because there’s something those things have in common a feeling, and so what our job Is as marketers is to suss out that feeling make an assertion and then present it to those people not spend a lot of time in focus groups, because people don’t know what they want.

They just know what they dream. So is your recommendation. Then you know, let’s say I am the GM right and and I’m looking just to create this product. Would you recommend, then, seeking out someone who has expertise in that area and bringing them on the team is like a consultant or full-time hire, or should we all just eat, drink and breathe that subculture? You know for the next year and figure it out.

Like you know, when I was building Yoyodyne, we were hiring a lot of people, so we took out a full-page ad in The New York Times, which was super fun to do and 500 people showed up and we interviewed them in groups. It was really cool and we sat around the table. The groups of eight and the question I asked the group of eight is working together. There was no Google that no smart phones working together figure out how many gas stations there are in the United States and what would happen around that table every time two people would say I’ll, take notes.

Two people would say whatever anyone else suggested. No, that’s wrong. We don’t know the answer, two people would say not much of anything and then two people would lead this conversation. It’S really fascinating and you can guess who I hired, but every once in a while someone would say I don’t know, I don’t have a car and that was really frustrating to me. It wasn’t a question of how many guest agents have you seen in your life.

It was figure out how to be wrong on the way to being right how to make this series of assertions about where to go. So, when you think about the people who built, I don’t know, dropbox dropbox was built to solve a personal need, that’s great. As far as it goes, but if you want to be a professional marketer, you got to do it again for somebody else’s need and the way you do, that is by gaining the empathy to imagine what it is to be in their shoes.

Don’T have to be a woman to make pantyhose, you just have to be empathic, let’s shift gears and talk a little bit about mission driven companies. I mean it’s been a slow burn, so TOMS shoes and Warby Parker, and you know these are some of the standout kind of cliche case studies. We talk about all the time, but mission driven or Purpose Driven or maybe what you’re saying work that matters, maybe they’re.

One in the same, how do we, how do we get there and if we’re not thinking about this, should we and if we should, then how should we reframe or re configure what we’ve already got going? Well, I think the words matter, so I mean I’ve known you for about almost ten years now you are running a mission-driven organization. I know what your mission is and you have kept your mission through thick and thin.

That doesn’t mean you are giving shoes to kids in Rwanda. It means you seek to make change. You are changing group of people who do work with leverage you can visualize who those people are and the people who aren’t those people you’re not trying to change them. You have a mission, the medium could change. You could stop using article and switch to podcasting, but your mission would be consistent, and so I begin there, which is too often we get hung up by reverse engineering, our mission, we say I’m making money doing X.

So I will come up with a phrase that will, let me keep doing X. That’S not what you or I are talking about when I think about someone like Blake at TOMS, shoes Blake wanted to have a business that made money but also cared very much about the footprint that he was leaving behind. No pun intended with Tom’s. And so then. Yes, they can make coffee and they can make sunglasses and they can make the other things that they’ve tried to make, because it’s not about shoes.

It’S. How do I get an early adopter of fashionista? Who wants a story? She can tell her friends to be able to buy a product, that’s going to have a better positive impact on the world than the one she’s currently buying. That’S the mission back to psychographic exactly and you know so, Warby Parker. They don’t make a big deal of the fact that every time you pair by a pair of glasses, they give one away.

That’S not why they want you to buy a pair of glasses. What they’ve said is for the kind of person who has better taste than they have a bank account right, more desire to impress. Then they have cash. How do we use the Delta between what luxottica would charge for these glasses and what we would charge for these glasses to create convenience and a vibe of fitting in alright? Because it’s interesting, if you couple things I could say about war, be before war? Be open? Retail stores they didn’t know a what a retail store would look like.

That, would work for them and be where to put it. So what they did was they bought a school bus and they outfitted the school bus like a store and then they would go on social media and say the store will be here and they would park the bus in different places and any place. The bus did well, that’s where they knew a store would do well like a food truck right, but it was brewing because it wasn’t a food truck just to be a food truck.

It was intended to be a test of the store, direct marketing thinking there. A direct marketing company, but the other thing that’s interesting – is the cost to Warby to have 10 times as many glasses as they have would be zero to have every you know. They don’t sell these, I’m glad, because I’m the only one who has them, but they could sell these. Why don’t they? Because we’ll be saying, people like us, wear glasses like these, you don’t have that many choices, and so you can’t screw up.

There’S only 20 or 30 looks to look to choose from that’s exactly how many the slightly insecure fashion-forward glasses shopper wants to look at, and wore B’s bet is that they can sell that person a new pair of glasses every three to six months, whereas if it Was looks odd, okay, you can’t afford right. So again the psychographic is what’s baked in Warby. Isn’T busy running ads of people who live in foreign lands? Who don’t have glasses? That’S not their story.

That’S not the story that resonates with the people they seek to serve. Yeah and if I can add to that, I think that they use a user experience company exactly so it’s one of the smoothest user experiences. I’Ve ever had on the West, super-convenient down, respect yeah and it’s quick and and they have a Zappos Amazon. Like you know, customer service return policy, there’s lots of things going for them.

That’S awesome! How about the the white space I like to talk about the white space. You know things that we’re missing in marketing what our marketers missing. I mean if you’re a career, marketer you’ve done it all, and you know I’ve been on the client side. I you know, I worked for a big company, we had a big P & L and I did everything, radio and TV and billboards, and I took over the internet and spent gobs of money, but like what? What don’t? I know about right now that I’m missing well, I think the two biggest things are connected number one.

Your factor isn’t worth much anymore. It used to be worth everything, so you had to defend the factory you got to say this is what we know how to make. So this is what we sell, but now everything’s a click away, so you can sell anything you want. So don’t come at this as the customers wrong. I have this briefcase full of stuff. This is what I have to sell it’s. How can I solve this person’s problem? How can I market with them instead of at them, and the second thing is attention used to be cheap? I think about it.

The phrase CPM damn doesn’t stand for a million. It stands for a thousand, I’m not sure why cause per thousand we’re buying people’s lives. A thousand at a time for pocket change and since it’s so cheap, what the hell put a talking bear up. Do this interrupt this crazy Eddy, whatever it’s cheap, we’ll just try something else tomorrow, and now it’s not like all of a sudden. Now it’s not now. It’S really expensive, a thousand two fans, ten thousand true fans, it’s enough to build a whole company, a hundred thousand true fans, you’re, all it’s a homerun, 100 thousand, that’s it so the mindset of oh, I don’t have to just show up arrogantly saying I insist I Can show up and listen and assert and everyone is not.

The goal cannot be the goal someone. So how is then that helped you with your marketing blogs? You know you’ve got these products or services, whether it’s the LT MBA or the the marketing seminars that what we’re calling it? Yes, marque semenovka or your podcasts akimbo, or your ongoing blog or new books. So I got super lucky because I decided I didn’t want more. I’M looking over your shoulder and Tom Peters book is on you right over your shoulder and I talked to Tom.

He was my hero. I actually met him in 1983 when I was 23 years old and I was on stage he was coming on after we were doing our tech check. I was holding my three-year-old because he had come down with me for the weekend and at the time tom was doing between 90 and 105 speeches a year. I have a picture of him sleeping on a park bench in Siberia to the Siberian Airport. I said Tom, what? How did you like what and he said I used to be able to do a great Tom Peters invitation.

I can’t do it anymore. He said I had no choice. I have no choice. This is what I do so it’s like a shark. It’S like what he does and I looked at that and I said I don’t want more. I don’t want what Tom’s got. I don’t want the biggest blog. I don’t wan na have the number one best-selling book I am NOT interested in whatever I would have to do to get more. I am happy with enough to do it for the people who want me to do it with them, because I made that decision.

I was able to stumble on this idea of the smallest viable audience, so the all 10 be a which is one of the most successful program of its kind has had three thousand graduates. That’S all three thousand. So yes, it’s many times bigger than Stanford Business School. But no it’s not three hundred thousand fine! The marking seminar, my blog is read by. I guess: like a million people, six thousand I’ve taken the marketing seminar.

Could I have goosed it to sixty thousand? Of course I could, but that I wouldn’t be me, and so my posture has been don’t level up on staff. Don’T level up on spend put all of it into better, not more because if you can make better and afford to make better, because you have true fans, maybe they’ll tell their friends, and maybe you can do this work and doing this work is my privilege and So I’m totally fine.

If it’s not for you great, please don’t come. I have there’s no squeeze play, there’s no lowering the price for 12 hours metabolic. Why? I don’t need to do that, don’t want well and that’s how you’ve built your brand. So I guess the follow-up question to that is: how can we use what should be our guiding principles? You know: is it our personal value system as a quality of life? What can be the compass to know how to build our brand because you’ve, you said you got lucky, I mean I don’t know about that.

I mean it seems like it was pretty calculated and very strategic, but you went and I’ve gone down this path and I’m sure there’s been some twists and turns whatnot, but how can then the rest of us create the compass? What is our compass? Well, I think you got to tell yourself the truth and it’s so like author, so many authors have been to see me. I love authors. So what’s your goal, I want to make change happen.

So do you care about being in the New York Times bestseller list? Well, yeah I need to because then they’ll help me make change ever really really, because I could tell you how to be on the New York Times bestseller list, but you have to trade this this and this for it, and many of them do because they’re not Actually, keeping track of what got them started: they’re using other people’s metrics to do their work and that’s as bad as having a boss, it’s worse because now you’re in this cycle.

So we know how to double your the number of Twitter users. We know how to make sure that there’s more of this or more that and you justify, but you know I have to make my editor happy and I have to do this and it no you don’t what you need to do is get clear about who’s it. For and what’s it for and if you are clear, like Howard Schultz was clear, he said: I need America to drink, better coffee. Well, that’s your mission! Then! Yes, you need 19,000 Starbucks.

Yes, you need to serve things throughout the day in the night. Yes, you have to be ok with, you know, still quest off, because you can’t figure out how you get the supply chain right. That’S all comes with. I want all of America to drink, better coffee, but, on the other hand, there’s a guy who’s got. You know. Four coffee shops in New York City. He says I want to make better coffee period for people who want it.

He works with people. He cares about. His cashflow is positive. He does the craft he wants to do, and it’s not someone else’s agenda because he’s not a public company and doesn’t want to be so both are available but be consistent and the mistake that happens is someone has four little coffee shops. They say that that’s what they want to do, but then they keep compromising so they can have 18 coffee shops that are now pretty sucky.

I don’t know why you did that well, zooming out, then I mean it sounds like, and I love this idea of business. Being so personal, it sounds like to be the quintessential brand marketer. It really has to start right here has to start with us. We have to be clear about what we really want. So Phil Knight is saying you know we want to be the company, the brand that stands up for people that is on the right set of history.

That does the right thing, so I’m sure he knows profits and I’m sure he did some math. I’M sure it’s not all altruistic, but those are the types of like value based decisions, we’re making right the quality of life. How much time we want to spend at home versus traveling a hundred days out of the year yeah. Well, whatever job you do, whether you’re a brand marketer or an accountant. I hope at some point you said what’s in here.

I don’t think we need to be altruistic, but I think we need to be some true, istic meaning. We are true to some people for some people. They can’t believe how great this thing we made is for some people they would cross the street to get it, and if I go down the list of modern brands, that is true all of them. So Procter & Gamble Unilever brands, not so much because they own shelf space and they own acres of TV, the TV’s getting too expensive.

They could probably hold on in the shelf space for a while to come. But that’s not most of us. Most of us are not seeing they’re saying crystal like crystal like Crystal Light, because the fact is there aren’t that many people who are bound up in the story of Crystal Light. But if you wanted to build an important new brand, if you want to grow the brand you’ve got, you can’t use the old technique because we know it doesn’t work anymore.

And so what can you do to make a bigger impact? Which is you can be some twisted? You can be obsessed with some people and make them so happy to hear from you that they open your email, that they call you on the phone that they wait. In line to see you at the booth that they tell their friends and tell their friends and tell their friends that begins with someone caring enough to have the grit to say we’re going to make good stuff, not lousy stuff.

So how is it being back and sort of traditional publishing? You know back to sort of blocking and tackling making books like you’ve done in the past yeah. So of course I’m a hypocrite. I have repeatedly said it’s. My last book. I’Ve repeatedly said the publishing industry is so crippled by the shift that I have to respect the people in it but politely decline. But here I am back with my friends at penguin portfolio.

The first reason is because, as the seminar developed, I realized, I needed a book and I know how to publish my own books. But when I thought about the mechanics of that, I realized I needed a team of people who would do it. Justice – and these were the best people, but I couldn’t help myself so the other thing that we did, which we haven’t announced at all, which is we’re going to talk about after the book comes out, is I actually made 19 extra covers for the book.

Okay and here’s, a couple of them can’t show them to you in too much detail because it’s sort of a secret, but what we’re going to do like my creative director and I did them all ourselves. All 18 of these covers so there’s like an alternate cover like in a magazine like you write Sports Illustrated, does exactly several different athletes right same magazine, different cover, so what’s going to happen is if you buy an 8 pack of the book from 800, CEO Reed, Who I’m working with they’re going to put in the 8 pack? Eight of these covers? You don’t know which 8 you’re going to get collect and trade them kind of thing, plus like 800 or $ 1000 worth of free slots or discounted slot discounted slots.

In the articles from the seminar, so you get all this juicy stuff for the cost of the 8 books, and I got to tell you after the book was done: yeah because you could there’s lead times and publishing. So now you, like you, have all this energy, but the books done so it was months of work to make the envelope and the custom covers, and the flip side of the posters and I loved that I was just such joy because I’m only making 2,000 of Them – and I knew that only 2,000 people are going to touch this, but that made it even better because it was like okay, we get to roll up our sleeves and be craftsmen to celebrate this other thing.

We’Re doing so. We didn’t announce it in advance because we don’t want people to just wait for it, but it’s going to come out right after the book launches. That’S so cool you are the master of creating scarcity. You! You love this idea right yeah. I love it because it creates value yeah, it does. You know limited time or there’s I’m only making 10 of these or yeah it does right. So part of it is tension, which is what we know is before anyone says.

Yes, they get like this in any field you have to as a marketer willingly dance with that tension, because you’re creating it right and then on top of it scarcity creates value, but what it does for me is the Creator. Is it lets me off the hook from infinity and infinity has never been my friend, because if you are making YouTube articles and you get a million visits, you say well, why didn’t I get two million? Why didn’t I get four million and what I get satisfaction out of the same sorry so that cuz now I know I couldn’t have gotten any more cuz.

I don’t have anymore. It makes me emotionally more connected to the work than having to say this is for everyone and I need six billion. Somehow. That makes a lot of sense. Can I get a little bit personal too and just ask you, you know. I know you always say when I ask you so what’s next, you know next is what I’m working on right now. This is what I’m most interested in. You know. I’Ve been there and I’ve done that.

That’S fine but like at some point share a little bit of the Seth dream with us. Like are you I mean we’re out here, sort of you know, upstate, you know up up the traffic halfway to sing-sing. Prison yeah is the goal to like retire in Italy. At some point or like you’re going to have this, you know Seth part two and you’re going to be some gourmet chef or create a chocolate factory like what are some of the.

What are some of the dreams and aspirations that you’ve got. You know I won the dream and aspiration Lottery a long time ago. So, if I wanted to live in Italy, I could live in Italy and the internet makes it even easier. I almost started top elite company. I was four days away from it. When I tasted rogue chocolate, I met Sean asked a nosy. I said I can’t make chocolate better than rogue and I can’t be a better person than Sean.

So all it would be as a marketing project and I’m already doing marketing project. Let these guys sell chocolate every once in a while. I play with the idea of starting a significant entity, a software company, or something like that, because I see the niches in the market, but more and more I’ll just call somebody up some CEO of the public companies. They used to go through this, so I don’t have to have that conversation today.

I hope that works, but the essence of it is this: for someone who’s lucky enough to be able to do almost anything he wants. This is what I want to do. I want to be a teacher. I want to be somebody who helps turn on lights and helps people, not everybody. Some people see things that they can’t unsee and it’s always in the service. How do I make this place? I’D rather live with my kids than it was yesterday, because if we could all figure out how to do that, that positive cycle, I think that’s what makes culture matter so yeah tomorrow morning.

I will wake up and I’ve done what I’m supposed to do. For my publisher, I’m off the hook and I haven’t written anything new and I’m not building a new course right now. I’Ve got the courses we run because they work and I want to run them again and I’ve got the team of people in 40 countries who worked with me on various projects and I trust them, and I love them, and I want to do it again, but It would be very hard for me to stop doing this right now.

I gave up the airplanes has been hard, but I’ve mostly done it now, I’m down to one a month, but other than that everything else about what I do is a privilege. Our true privilege, you

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