2026 Selling & Social Media Marketing Strategy

Summary

Podcast Summary: The GaryVee Audio Experience – "2026 Selling & Social Media Marketing Strategy"

Date: December 17, 2025
Host: Gary Vaynerchuk
Main Topics: Selling, Social Media Strategy, Value Differentiation, Content Creation, Brand Building, Scaling, and Innovation

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Episode Overview

In this engaging and high-energy roundtable, Gary Vaynerchuk facilitates a practical discussion with entrepreneurs from diverse industries, focusing on selling strategies, social media marketing, and business growth in 2026. Topics revolve around breaking out of content ruts, articulating value beyond price, adapting to market and technology changes, and day-trading attention on emerging platforms. Gary shares actionable advice, challenges assumptions, and delivers signature motivational insights throughout.

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Key Discussion Points & Insights

1. Breaking Content Ruts & Creative Experimentation

• Gary opens by encouraging everyone to continually challenge themselves to try new formats and approaches:

  “People get into ruts, they have something that works and they do it for the next seven years. You have to try different shit.” — Gary Vee [00:00]

• He notes his own strategy:

  “I want you all to go look at my last hundred posts on Instagram. We're trying all sorts of shit… if you find different creative ways... you can find that pay dirt.” — Gary [00:00]

2. Articulating Value Beyond Price (Sports League Example)

• Sports League Organizer struggles with competitors undercutting on price. Gary counters that consumers care about their own value, not business owner problems:

  “The consumer doesn't care about that… So from a consumer standpoint, how do you answer that?” — Gary [00:58]

• Time as a value proposition:

  “Time is the ultimate thing to sell. There’s people who order a $4 candy bar on Postmates, pay $27 to save a trip... You answer that by saying we save you time…” — Gary [01:19]

• Premium Experience:

  “You've gotta be okay with saying our people are better and thus [worth the price]. For someone like me, I'd be like, 'Yeah, I want better refs or site managers.'” — Gary [05:10]

• Emphasizes inventing new, low-cost, high-value “bells and whistles” (e.g., live-streamed games with commentary, content ties to local eateries):

  “Just adding a live stream component to every game...I would pay for that. I'd pay $1,000 for that.” — Gary [07:11] “Try to add four more bells and whistles... You're gonna need the thing on the menu like, 'Oh, oh, oh.'” — Gary [08:38]

3. Expanding, Scaling, and Market Focus

• Expansion Caution:

  “People get excited about expansion for the sake of expansion. There's still a lot of fucking juice in Jersey. When you haven't fully squeezed the shit out of this grapefruit, what the fuck are you grabbing that orange for?” — Gary [12:42]

• Importance of operational focus before geographical expansion.

4. Personal Selling and Scaling the Unscalable (Creators Inc. Story)

• Digital Marketing Entrepreneur recounts building a $100M company without brand/content, just FaceTime hustle.
• Gary on scaling what works:

  “Scaling the unscalable always works... all you'd have to do is replicate what you'd do one-on-one... build a Navy SEALS or a Green Beret to be an A minus, B plus version of you.” — Gary [21:00]

• Advice on not hiding behind abstract marketing:

  “Number one business that sucks is, at some level, you can get humongous, but it’s going to weigh. The other thing is just on a side note, you have to consider technology—AI will likely eat that business. Put yourself out of business before someone else does.” — Gary [22:05, 23:16]

5. Platform Choices & Brand Diversification

• On streaming, blockchain, decentralization, and new platforms:

  “All of it is gonna end up going to the blockchain... there is an inevitable outcome of an 'and' to the world we live in now... Both will exist... The best will all gravitate to decentralization once they extract attention from centralization.” — Gary [25:51]

• On building brand and pivoting content:

  “I was the wine guy, just like you're the real estate guy in Vancouver. I started making content about other things... You need to decide what’s your favorite stuff. Passion or knowledge always wins.” — Gary [29:14, 31:20]

6. The Power of Brand

• “All of this conversation is, for everyone, brand is the best selling. I always make fun of people who don’t believe in marketing branding… You built brand, which is why he has sales.” — Gary [33:07]
• Use brand authority to move into adjacent fields (finance, podcasting, investments) without over-worrying about strict market perceptions.

7. Content Distribution and Platform Specifics

• Diversify content:

  “You need to pay attention to everything that is going on... you need to film them and you need to post-produce them, but you also have to be great at the post production.” — Gary [37:30]

• LinkedIn is an underleveraged opportunity:

  “LinkedIn is more Facebook 2015 than it is the LinkedIn that I think everyone defaults into thinking it is. If you’re not distributing content there, you’re missing out.” — Gary [38:46]

• Organic vs. Paid:

  “Media's great... But you, my gut, you’re gonna win on either you love the fucking Canucks more than breathing or you really know something else well.” — Gary [43:23]

8. Industry Timing, Tech Shifts, and Business Model Innovation

• AI and sector transitions:

  “I love when everyone’s like AI... I'm like, what about all the people that sold Yellow Pages? Some poor dope bought 5,000 horses the day before the car decided to cause trouble. Shit changes. Some things become less valuable. It's unfortunate, but that's how business works.” — Gary [60:29]

• On modularizing B2B services:

  “My biggest concern is that there’s six holding companies, they're full of shit and there is no business to be had. What I like about dropping it from a 180k to a 36k commitment is you'll find out in a year if I’m right. If you go 0 for 90 at 3k, you gotta rethink… Maybe you should repackage your expertise.” — Gary [55:08, 58:43]

9. Content Creation for D2C Brands (Protein Ball Story)

• Go all-in on content:

  “The variable of your success will be based on your advertising… If you don’t succeed in this, you will see someone that looks exactly like you two with the similar stories in 11 years and you’re gonna look at each other and be like these motherfuckers.” — Gary [67:05]

• On unique value prop and pivoting content style:

  “Maybe it’s just audio. Maybe the two of you should have dinner—record the dinner, make it a podcast. That could be the creative pay dirt.” — Gary [47:06]

• AI-powered content clipping/distribution:

  “There's AI tools that'll help, but without your initial library, you have nothing. The well is producing as much content as possible.” — Gary [71:31 - 72:27]

10. Overarching Theme: Day-Trading Attention

• The central act of modern business is staying present, aware, and adaptive:

  “I want to get people out of the rut of, 'Oh, this works,' [thinking] it works for the next nine years. You gotta be in it. We’ve all hit fatigue of the style or distribution of creative. You gotta challenge yourself.” — Gary [47:06]

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Notable Quotes & Memorable Moments

• On Value Articulation:

  “Nobody's commoditized. It's a really funny thought. Like, everyone's commoditized and no one's commoditized… can you articulate why you're a better option?” — Gary [02:20]

• On Expansion Logic:

  “When you haven't fully squeezed the shit out of this grapefruit, what the fuck are you grabbing that orange for?” — Gary [12:42]

• On Brand Diversification:

  “You can only win on passion or knowledge... The platforms change, best practices change, but that blueprint continues to be true.” — Gary [31:20]

• On Content Strategy:

  “Everyone’s so obsessed with their grid being on-brand. It’s just not how people consume. They’re consuming content to content.” — Gary [47:06]

• On Platform Shifts:

  “Budweiser is the biggest beer because Schlitz and Schaeffer and Pabst Blue Ribbon blew it. They kept holding onto the radio and not realizing what TV was doing.” — Gary [66:19]

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Important Timestamps

• Opening challenge – Content ruts & experimentation: [00:00-01:19]
• Sports League pricing & value differentiation: [01:19-07:28]
• Expansion Caution (Sports/Markets): [11:16-12:55]
• Creator scaling and selling: [13:00-23:36]
• Streaming/Decentralization prediction: [25:47-27:56]
• Brand building & personal brand pivoting: [28:00-34:15]
• LinkedIn and maximizing content reach: [37:30-39:42]
• Brand-formance and media strategy advice: [43:20-46:47]
• Paid vs. Organic for D2C, platform focus: [44:45-47:06]
• AI/content automation, creative engine: [71:16-72:27]
• Final challenge: content as THE answer: [72:27-end]

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Takeaways & Action Steps

For entrepreneurs and marketers:

• Never stay static—continually experiment with content style and distribution channels.
• Compete on value, not solely on price. Turn operational excellence and innovation into customer-facing benefits.
• Build a brand foundation and fearlessly diversify your voice/platforms.
• Treat each platform as unique—post-produce and contextually tailor distribution.
• Don’t overthink personal overlap in brand extension; the audience is more flexible than you think.
• Adopt and test new technology and software, but remember—motivation and creative vision are foundational; tools cannot replace them.
• Be aggressive in creating content; in a few years, you’ll regret not going harder today.
• Treat business evolution as inevitable. Modularize, repackage, and embrace change.

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In Gary's Words

“Put yourself out of business before someone else does.” [23:16]
“Content is your answer.” [72:27]

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This episode is dense with practical, candid business wisdom and real-world examples, peppered with humor, candor, and Gary’s trademark straight talk. Whether you’re a seasoned operator or building your first brand, these strategies and mindsets are essential for scaling in today’s social landscape.

Transcript

[Gary Vaynerchuk]

So the thing that's definitely happening in your world, you're not challenging yourselves to figure out other ways to do content. People get into ruts, they have something that works and they do it for next seven years. Like you have to try different shit. Like again, the thing I'm most proud of, and I want you all to go look at my last hundred posts on Instagram. We're trying all sorts of shit. I'm saying the same shit for 20 years, but if you find different creative ways and you understand, you can find that pay dirt. This is the GaryVee audio experience.

[Sports League Organizer]

How do we not be commoditized against our peers? You know, if you look at the on the field product of, you know, competitor of the adult sports, you know, world over in New Jersey, it's very similar. So often the first time we're compared to our competitor, like, hey, how come they're a hundred dollars cheaper or you know, this or that?

[Gary Vaynerchuk]

Why are they $100 cheaper?

[Sports League Organizer]

Most people are just doing it not to run a business and just kind of as a passion project, side hustle and not really into make money. They usually have like side work or other work to do.

[Gary Vaynerchuk]

But as you can imagine, the consumer doesn't care about that. Absolutely. So from a consumer standpoint, how do you answer that?

[Sports League Organizer]

Yeah, so well, to answer the question to them, it's, we're more organized, we have a website, we have back end coordination of schedules and all this other kind of stuff. Some people as you can imagine are like, take a picture of the Google sheet, email it out or text it out or whatever.

[Gary Vaynerchuk]

So, so first, first you feel like you will. If they value their time, you can sell it back to them. Yes, right. Like, yeah. So I think, I always think time is like the ultimate thing to sell. Like there's people in here who've literally ordered From Postmates a $4 candy bar and paid $27 in shipping just so they didn't have to go downstairs in New York City to the local budeha and pick it up. So you do answer that by saying we save you time because of the tech stack or don't you? That's a question to you all. Before you go to the podcast, I've got a big announcement. I know several years ago a lot of you bought 12 books of 12 and a half to get the NFT, the book games NFT. I also know that a lot of people have dropped off on their journey with veefriends, which is a massive mistake because what we're doing on Burn Island. And what we're doing on base with book games is remarkable. So you need to go to vee friends vfriends.com oldbooks go to veefriends.com oldbooks with an S. You will go to that landing page and we will help you explain if you are trying to figure out where your NFTs are, how to bring them over to the website and how to start activating them so that you can start using them for all the incredible exchanges and draws and raffles and experiences that we're doing for people that actually own the book games. So please go to veefriends.com, where you can start your journey on reactivating your book games journey. Because I think I'm empathetic that you may not realize how big of a deal that is. And it might seem like not the biggest thing to sell on. And I would argue it's definitely something you should sell on. And in fact, I would try to, like, really think about it and get into, like, text notifications and other things. Because I think one thing I really enjoy in these things, I really pay attention. Right? So you talk, I hear something. I say, why is it $100 more? You say, well, it's a side hobby for them. They're not writing the same P and L. I'm like, that's good businessman stuff. But I don't give a fuck if I'm Johnny about your problems. I'm trying to save 100 bucks. If you can then communicate what the value props are, that will become really important. Because nobody's commoditized. It's a really funny thought. Like, everyone's commoditized and no one's commoditized. Like, everything we're wearing right now is actually commoditized. Yet we chose to pay more for many different reasons. And everything else, I think the question becomes, can you articulate why you're a better option? Like, every single person in here is looking to articulate the value proposition in a better way so that they get more people to decide. Yes, them. So I think, you know, I think keep going. Besides that, is there other things that you can speak to in terms of the value? Because, by the way, it's okay to go as blank as we think we run a better ship and it's worth more. And then if they say, why? You say, like, our people are better. You know, we do think we're saving you time and you're all busy. Cause the cool thing is the people you're talking to, you Know, it obviously runs the gamut, but one of the great things about being in a tri state area is everyone's busy. Yeah. Like inherently it's in the DNA in the fabric, you know, it's just in the energy. Right. But I think right off the bat for everybody and definitely for you is like, you've got to be okay with saying our people are better and thus. And for someone like me, I'd be like, well, yeah, I want better refs or I want better. You know, like when I walk into the, like, I don't know every detail yet, but like, like that.

[Sports League Organizer]

No, you're there. I mean, you know, we have, we, we staff site managers on the field. You know, we're trying to get, we're coaching and training them to be more personable, get to know the captains on a first name basis, be able to communicate on the field. We do a lot of showing off the players in terms of MVP pictures for every game getting posted on social videographer.

[Gary Vaynerchuk]

How often is this coming up, the praise?

[Sports League Organizer]

Not that often, but I want to increase the price but like bring the value in the same way, you know?

[Gary Vaynerchuk]

Yeah, I think that's right. You know, I think. You know, it's funny, I grew up in a liquor store called Shoppers Discount Liquors. Price was what my dad traded on and I got ingrained in that. Hey everybody, hope you're enjoying the podcast right now. Make sure you follow the podcast. That's why I'm interrupting. Let's keep going on this show, but follow the podcast. It'll make my mom super happy. And ironically, even before I went to my dad's liquor store, my baseball card business was based on price. I would literally walk the show in the eighth grade as everyone was setting up, memorize all the prices of the key 50 cards that everybody gave a fuck about at the moment and go back and reprice them cheaper. It was such an easy thing to understand on price. And obviously over the last, you know, since that kid, over the last 40 years, I understand like there's many different variables one can play on. And you know, like now everybody wants to play at the 1% of the 1%. Cause that's real good business when, you know, play in price. But I like where your head's at. And I would tell you, and for everyone who's listening as well, whether it's Scott's protein balls or anybody else in between, always challenge yourself of why someone would pay for this at this price is like, I don't know if there's a day That I go by that. I don't think about that. And I think most people don't think about it at all. And I think there's something in there. So I love that that's where your head's at. And that's what leads to innovation of value, like all of a sudden. Here's a good example. The amount of people that want to be sports broadcasters that are on social media is like a billion. Just adding a live stream component to every game that's aired on Twitch to four people, but has a wannabe sportscaster actually broadcast the game. I would pay for our back. I would pay for that. I'd pay $1,000 for that.

[Real Estate Podcaster]

@ dinner last night, we were talking about, like, could we, Wrexham style, follow one of the teams from the.

[Gary Vaynerchuk]

League? Yeah. I mean, those are really fun, like, clever ideas. I think that's cool. I think of that as like the sprinkles to the Sunday. And the Sunday has to be something like, we broadcast your games and commentate them. What's cool is the cost is nothing. You've got Twitch, you've got all these live streams. And again, Tri State area has advantages and disadvantages. There's just like literally 1,000 people who would work for nothing to be able to call the game with the hope that they get discovered. That's why I like challenging yourself of, like, what's in it for them. That's what I think a lot about. Like, notice the example I gave you. Twitch is free. It's not like. By the way, do you know why I used YouTube within weeks of it being available. Cause three years earlier, I tried to do wine library TV and asked my tech team and they said it was gonna cost $50,000 a week. Cause streaming bandwidth costs in 2003 were literally like $50,000 if like 10 people watched three minutes. And then three years later, YouTube was. It literally took me like 20 minutes to be like, no, no, it's free, it's free. I'll post it. And YouTube's not gonna send me a bill. I think it's funny to think about those things. So I think you're on a good path. Try to add four more bells and whistles that aren't. Your staff is nicer. Those are right. But you're gonna need like the thing on the. Exactly the menu of like, oh, oh, oh, oh. Of course. 150 more. Yeah, yeah, got it. Yeah. By the way, you could go local college that has a sports broadcasting thing. Because I assume there'll be content at scale right there's. Multiple leagues going on at all the time. And again, you could also create tiers. So one of the ways you could raise your price is whatever imaginary price you had for increase. You might not do it for everyone. You may have a double that price for the sportscast broadcasting way. You could still net out at the same top line revenue and have real justification of why more. Yeah, yeah. And I just came up with one idea in two seconds that I think would work. I think you keep building on.

[Digital Marketing Entrepreneur]

That. Yeah, for.

[Gary Vaynerchuk]

Sure. Do you keep hardcore stats for basketball? Yeah, yeah. I mean I used to do.

[Sports League Organizer]

It across the board but it just got sloppy and like 15% aside from basketball, we're looking at it. So it was just like not worth.

[Gary Vaynerchuk]

This. Yeah. I think with that gets me immediately into like really actually producing meaningful actual trading cards for everyone in the league with actual stats on it. There's just like you just keep looking if you can just. You're just trying to arb. Notice how he picked up on like oh, there's no risk. Like I'm always thinking of like cost of goods against perceived value. Yeah, yeah, right.

[Real Estate Podcaster]

Right. Yeah.

[Gary Vaynerchuk]

Yeah. I like that you started there and I would tell you that that is a good cadence forever. I mean there's a million ways to do this. Food and beverage. Food and beverage could be a reason. Like where are you like physically.

[Sports League Organizer]

Anywhere from Weehawken to Wayne to Whippany.

[Gary Vaynerchuk]

That whole area kind of thing. A lot of W's there. I really think that. I really think that the restaurant sitch in Bergen and Passaic county also is like an opportunity. Maybe you start using your business as a platform for discovery of food. So like you reach out to all 7,000 restaurants that are on 80 and 10 and say hey, we have this. We have captive audience, high net worth individuals that are paying for this. Would you like to showcase? Another reason is like our food and beverage program is better. Another. Notice what I did there. Low cost. I'm using my platform as a marketing engine so I can arb the cost of goods. Cause I'm not gonna pay for that food. But there's perceived value on the other end of people there and they.

[Sports League Organizer]

Yeah. Show up in the.

[Gary Vaynerchuk]

Field. Yeah. Like my number one thing, especially with buddies that I play with is like, oh, we could eat afterwards and shoot the shit and talk shit about the game and just continuous stuff like that. What else? Tough.

[Sports League Organizer]

One. Growth in new markets. So we came into New York City last year, stumbled a little bit just in. In terms of bandwidth from running in New Jersey coming to New York. We didn't have any boots on the ground in New.

[Gary Vaynerchuk]

York. Why'd you come to New York? The lore of it. Yeah, yeah.

[Sports League Organizer]

100%. Cause then, you know, we take a step back and we're like, what the hell.

[Gary Vaynerchuk]

Hoboken? You just ate every word out of my mouth. Like, knowing the size and scale of the New Jersey market and knowing the supply and demand of opportunity. Like, when I think about you going to Livingston, like the Livingston Short Hills, Milburn area and doing it there versus playing here. It's like people do this all the time in business. Like, they get excited about expansion for the sake of expansion. Like, the thesis, the ideology, the concept, more than, like, the actual business reality. Like, this business is way better executed in New Jersey and Connecticut and Rhode island and all those places. Manhattan just has so much pull and cogs and competitiveness, you.

[Sports League Organizer]

Know? Yes, but ironically, cogs are very, very low for field space. And that's like one of our.

[Gary Vaynerchuk]

Top things, aside from hitting cogs. Right. Fair, fair. Got it, got it. Yeah. I'm sorry. I'm using my own slang. You're right. More than I am. Energy. Yeah, yeah, yeah. Your time is the number one cog.

[Sports League Organizer]

Yeah. And especially living across there. You know, what crossing we.

[Gary Vaynerchuk]

Take. It just. I'm always sad. I do it plenty, too, which is. This is. I think I'm giving therapy to myself. When you haven't fully squeezed the shit out of this grapefruit, what the fuck are you grabbing that orange for? You know what I mean? Like, there's still a lot of fucking juice.

[Sports League Organizer]

Here. Yeah.

[Digital Marketing Entrepreneur]

Totally. I'm setting my stopwatch because I am going to be.

[Gary Vaynerchuk]

Selfish. This is. Don't worry, James. I trust him more than anything. But we can double it up. Go.

[Digital Marketing Entrepreneur]

Ahead. This is a big day for me because I worked hard to get back to this point. Just to give you some context. First of all, I want to say the reason I'm here, and you're always about context and relevance. I listen to your. I listen to the Gary Vee stuff that you repost through my Spotify when I do cardio. I think it was on the first of the month of this month, maybe last month, October. We run an agency and you mentioned something about, like, you know, maybe you lost a big client today. You know, right at the end of the month. Oftentimes.

[Gary Vaynerchuk]

Agents. Yeah, turn.

[Digital Marketing Entrepreneur]

Over. That was super relevant. Then you guys started talking about sasha group and four Ds. Myself, kind of look it up and we.

[Gary Vaynerchuk]

Booked. So it's amazing. Thank you for that.

[Digital Marketing Entrepreneur]

Feedback. But just here's my Eric Godfrey moment.

[Gary Vaynerchuk]

Okay? Eric Godfrey is the kid I met outside when I was seven and when I literally moved to Edison, New Jersey, and they were throwing a Nerf football and he said, who do you like in football? And I said, I was just in America for a little while at this point. He's like, well, you're a Jets fan. And that's literally how I became a Jets fan. And it's like the cornerstone of my interest in.

[Digital Marketing Entrepreneur]

Life. So here's my Gary Vayner, Gary P. Eric Godfrey moment. I went to Babson College, was one of the pioneers of premium sms, made a shitload of money, got invited to some boat. I'm on my way to the casino to roll craps with the founder of Groupon and Living Social, and my friend Ryan Sesler goes, I'm going to see Gary Vaynerchuk. You gotta come with me. You weren't Gary V then, you're Gary Vayner. And I said, who? Because I was into Tim Ferriss.

[Gary Vaynerchuk]

Because I was, yeah, I loved.

[Digital Marketing Entrepreneur]

Him. Yeah, Ryan Sesler was just acquaintance of mine, Goes, Andy, Tim Ferriss, Gary Vaynerchuk. And I walk in there, you came out, you were, I guess you were 35 at the time. You looked like you were 16. You're wearing a shitty pair of cargo.

[Gary Vaynerchuk]

Shorts. That sounds exactly.

[Digital Marketing Entrepreneur]

Right. You did the best keynote speech I'd ever heard in my life. Gary comes out on stage and goes, I'm the most ruthless entrepreneur you've ever met. Does this whole spiel I used to pick thugs. And he looks right at Russell Simmons and goes, fuck you.

[Gary Vaynerchuk]

Russell. I did, I did, I.

[Digital Marketing Entrepreneur]

Did. I remember in that moment, I've been the. I've been all in since anyway.

[Gary Vaynerchuk]

By the way, to give you context so you don't think I'm a complete jerk off. And he's painting a very clear picture. What was happening was everyone here was my point. I'm very good at. I'm a good public speaker, but I'm very good if I have a lot of context. So what was good about this boat was I was speaking about a day and a half in. All I do is watch. So I was watching how everybody was rolling and what I noticed was, right, you're probably remembering more now. Even, like, I couldn't believe how, first of all, this was already a bougie fucking thing. Why do you need to look at everyone's fucking name tag before you decide how important they are? And this was at the height of Like Google and like. And I was just, it was just very obvious to me that like what people were doing. And I was like. And I'm so into like loving people like blindly. It's just so foreign to the way I see the world especially. Cause everyone's on a journey. Which was the point of like you don't get it. I'm going to be the most important guy here. But you don't know that yet. And what my point was stop pegging everyone. Let's spend the back half of this boat just being nice to everyone. You don't know who you're gonna.

[Digital Marketing Entrepreneur]

Meet. One thing you did on that trip too. We got in a semicircle. Started with three of us. Then it was six I think by the end maybe 10 people. You stayed up all night just talking to people. I went to bed at 2 in the morning. But I watched you walk off that boat like going like this. And I was like what the was the ROI in that guy doing that? But I mean it's just.

[Gary Vaynerchuk]

Amazing. It's cool man. I'm very humbled. Thank you. Go.

[Digital Marketing Entrepreneur]

Ahead. So anyway, it's been a long journey for me. I got, I got into some legal issues in that premium SMS space. It took me out of the game for six.

[Gary Vaynerchuk]

Years.

[Digital Marketing Entrepreneur]

Wow. I started working with a Harvard neuroscientist. We were trying to sell a military grade mental protocol to darpa which is the advanced.

[Gary Vaynerchuk]

Research. Yeah.

[Digital Marketing Entrepreneur]

Yep. Wasn't making any money doing it. But it dialed me the in when I got out of that kind of six years of kind of going through legal.

[Gary Vaynerchuk]

Health.

[Digital Marketing Entrepreneur]

Yep. And this guy, you know he's doing brain mapping and all this stuff. I've been sober for seven years. I eat.

[Gary Vaynerchuk]

Organic. I.

[Digital Marketing Entrepreneur]

Meditated. He really dialed me in and. But I was making three grand a.

[Gary Vaynerchuk]

Month.

[Digital Marketing Entrepreneur]

Wasn't. Wasn't doing much. And all of a sudden pandemic comes and I'm the most calm, clear minded version of myself.

[Gary Vaynerchuk]

Ever.

[Digital Marketing Entrepreneur]

Interesting. I'm sitting at my parents home and Cape Cod. I get a call from a girl who's who remembered me when I was this young high flying Internet marketer and they need your help. I've got $100 to my name. I'm some Jewish lady's nanny in LA doing her grocery shopping. I'm stressed out about getting.

[Gary Vaynerchuk]

Coronavirus.

[Digital Marketing Entrepreneur]

Yeah. Only fans. But I can't figure it.

[Gary Vaynerchuk]

Out.

[Digital Marketing Entrepreneur]

Yeah. So what the hell is that? I logged in. I said oh wow. You're trying to.

[Gary Vaynerchuk]

Thirst. Right?

[Digital Marketing Entrepreneur]

Yeah. Marketing logic. Really robust in the sense that it can you know, make these transactions, but it doesn't do a good job of taking a creator with a blindfold on and saying, do steps one through 10, you're going to make it.

[Gary Vaynerchuk]

Back. Yeah.

[Digital Marketing Entrepreneur]

Yeah. Girl had 50,000 followers on Instagram, No Tik Tok, no Twitch, no Twitter, no nothing. Wasn't a creator. I shoved her out of the way and I started to storytell with her content. Made her a quarter of a million dollars in a month. She starts running around la, starts telling all these Instagram.

[Gary Vaynerchuk]

People.

[Digital Marketing Entrepreneur]

Yep. Hey, don't trust your business to nightclub promoters.

[Gary Vaynerchuk]

And. Right. You know, Yeah, I get.

[Digital Marketing Entrepreneur]

It. There's these guys in Boston and it exploded. And what's happened is the owners of that platform were Ukrainian, Russian guys. They now use us, basically when they've got larger celebrities like Denise Richards, Mia Klaker, people like that that they can see on the back end aren't quite taking advantage of their opportunity. They bring them to us. Here's why I'm here. Built this company to $100 million a year company without a brand and without print content. We Internet. And it was all these kind of intellectual face to face zooms where I would get on the, you know, get on FaceTime with these content creators and really say, like, hey, if you get a fan, when you attract an audience, you can make $5 off them or 5,000 off them. What's the difference? That's what we bring to the table. The analytics, the special. Oh my God, I didn't know you existed. After about year three, I said, it's time to brand this thing. So we built our Brand Creators Inc. And went all in on that. We just had this big house party with Steve Aoki. We activated New York Fashion Week. So all of our clients and don't just want to be only fans, creators could come and walk on a Runway. We do stuff like.

[Gary Vaynerchuk]

That.

[Digital Marketing Entrepreneur]

Yep. Problem is, now that we've built this big fancy brand, they're not coming like they were when I just got on FaceTime with them. And I was like, you know, what's quantitative analytics? Like how. What's a wall post for? What's this.

[Gary Vaynerchuk]

For? What's that for? Is that a macro or micro thing, do you think? Because the space is more mature as well. Like, I think a lot of times people remember when we lost the Subway pitch and I was shocked. Were you hearing from that? We won like 13 pitches in a row. And then like Subway said no. And I was like, baffled. I was like, how is that possible? And what I didn't realize at the time was, uh, oh, when we said social media in 2010 and 11 people were like, okay, like my brother's laptop literally created the Pepsi and NHL and Campbell's Soup. Like Facebook and Twitter. It was that early, obviously, as that ecosystem has evolved. That's why I'm asking you, do you think it's a macro or micro.

[Digital Marketing Entrepreneur]

Issue? I think it's a micro.

[Gary Vaynerchuk]

Because. Well, then that's golden. If you believe that it's micro, you just go back to the number one thing that always works in business, which is. And it's. I can't believe the fact that your story touched on this. What was the ROI of that guy doing it? Scaling the unscalable always works. The cool part is your story is so simple. Right. Why don't you just go back and do that now? You may not want to. And that's awesome. That's okay. Because then you can have a diluted version of that, meaning you hire other people. Like, nobody sells the way I sell my stuff. But if I was the only person doing that, then it would only be what it is. So I'm okay with the B and the C and the B minus and the A. I mean, you're thrilled when it's the A minus version of what you do. So all you'd have to do is replicate what you would do one on one with the Navy Seals and the Green Beret, not the general army that your 100 million is. You have to build a Navy SEALS or a Green Beret to be an A minus, B plus. Hopefully B no worse than B minus version of you doing it. And you're also allowed to go back and do it as often as you want.

[Digital Marketing Entrepreneur]

To. There's an interesting.

[Gary Vaynerchuk]

Variable. Go.

[Digital Marketing Entrepreneur]

Ahead. So one of the reasons I never just took the content of me, you know, pitching and selling and talking about.

[Gary Vaynerchuk]

Quantitative. Well, that I understand. Why? Well, there's two ways that people think about that. One, they don't want to be out in front. Like that's just a human thing, which is very real. You're allowed or not allowed. And two, some people fear that they go too far in the details of it and people can replicate it.

[Digital Marketing Entrepreneur]

Yeah. And specifically in our case case, what I didn't want to do was piss off the partners at only fans to be like, oh, when you're chatting with so and so you're actually talking to us. So we were respecting.

[Gary Vaynerchuk]

That. Well, that I, I respect.

[Digital Marketing Entrepreneur]

That. Because a lot of people. Because a lot of people screw up and do that and then they Just kind of get, you know, they, they get nicked for that. But we're kind of coming to the point now where, I mean, a lot of our, A lot of our marketing was trying to say things without saying things, and that's where I think we.

[Gary Vaynerchuk]

Were. Yeah, that makes sense. That's where you're screwing up. I mean, the number one business that sucks is that at some level you can get humongous, but it's going to weigh. The other thing is just on a side note, the other thing you have to think about is just the business itself because that work is going to get AI'd out. For real, actually. For real. Actually, like of is gonna do that, not let you do.

[Digital Marketing Entrepreneur]

That. You're right. I mean, but in a lot of ways, I, I think we know where AI is going to really help in this space versus, like some of the parts where you would think that it might completely take.

[Gary Vaynerchuk]

Over. Yeah. I would say this, and I actually am a buyer of what you just said. Just do me a favor, because I want you to win. Never underestimate technology. It's always like it's back to the era we met, that next 10 years. I watched so many people say versions of that cac row. You know this, I don't have to tell you. So just this one's such big technology. I would argue even the people that are deepest about it are potentially underestimating how gnarly this tech is. So I just want to make sure you keep that in mind. I think the number one thing that everyone should always be doing is putting themselves out of business before someone else does. I think you should go all in on assuming that truth and work backwards instead of whatever version of hope of what variation it becomes, because I think that will lead you to innovate the next.

[Digital Marketing Entrepreneur]

Thing. I just want to tell you there's a lot of Gary Vee in our business. So for instance, like when I coach content creators and we talk about context.

[Gary Vaynerchuk]

Right? Yeah. Can I throw a left field thing at you? That's. I'm just feeling so much. I have to say it. I highly recommend, and I think you will, based on everything I've heard. Please, when you leave here, please debate starting a consumer product.

[Content Distribution Specialist]

Yeah. So I'm in charge of growth, right. All these things, things we're looking at. Like we have a large roster. Every day we see clients of ours, their content's getting ripped and turned into Snapchat original.

[Gary Vaynerchuk]

Shows.

[Content Distribution Specialist]

Right. So like, as we grow. We talked about this a little bit earlier too, right? Like we're trying to figure out how to navigate. There's this concept of people gatekeeping a good service when they find it in our industry. Right. Of course, as we've now started posting content, we're like, like how do we navigate going from top tier service that's behind the scenes to now kind of Walmart distribution in terms of media and kind of navigating that content.

[Gary Vaynerchuk]

Change? I think A, I think that's right. B, I'm talking about starting a cereal. Yeah. Or like a.

[Digital Marketing Entrepreneur]

Handkerchief. By the way, we have to show you cereal creators because on one of your things you talked about like eating cereal on a.

[Gary Vaynerchuk]

Podcast.

[Digital Marketing Entrepreneur]

Yeah. Serial entrepreneur started something called Cereal creators Breakfast Creator Cereal Cereal creator Cereal Breakfast for cereal. Anyhow, last thing I want to plant in your head. Just please know in case you ever have anything to.

[Gary Vaynerchuk]

Throw.

[Digital Marketing Entrepreneur]

Please. Out of nowhere we've ended up with clients like Denise Richards, like Iggy Azalea, like you know these.

[Gary Vaynerchuk]

Types. Well, not out of nowhere. It sounds like you're great at your craft and the platform benefits for you making people that should be winning win. So I would argue it's the least out of nowhere.

[Digital Marketing Entrepreneur]

Thing. So much so that agencies like UTA looked at buying us because afraid Emily Ratajkowski was going to come to us make 400 grand a month at Only Fans and then we'd say we'll do your brand deals for.

[Gary Vaynerchuk]

Free. They're right. You're higher.

[Digital Marketing Entrepreneur]

Value. And I just kind of wanted to obviously like you've been in the service.

[Gary Vaynerchuk]

Business. Yeah, I'll give that some thought. Send me an email after this. I'll keep it. I know where to put.

[Content Distribution Specialist]

It. The one other selfish question I have is you were talking about Twitch for them very tapped into culture. Like we have kids that are some of the bigger IRL streamers like Kik or.

[Digital Marketing Entrepreneur]

Twitch. Like where do you see that with all.

[Gary Vaynerchuk]

Things. Do you see.

[Digital Marketing Entrepreneur]

It? I think it's conject or any of those kinds.

[Gary Vaynerchuk]

Of. I mean, yeah, I get it. All of it is gonna end up going to the blockchain because even all of those exist because they're all scared to get banned for canceling on something. So you have these. We won't ban you until that becomes the. It's always. There's centralization and decentralization. Right. This is why people are grossly underestimating the blockchain. In the geopolitics that the world is in, in the media landscape that we live in, there is an inevitable outcome of an and to the world we live in now. It's not like a decentralized social network or streaming service is going to put out of business Twitch or Facebook of the day in five years. But both will exist. And the best, which is the game you're playing in the best will all gravitate to decentralization once they extract attention from centralization. You know this. All the creators are like, yo, fuck Vine. I remember when the vine guys and girls went to vine to go yell at them. And I was like, tell me how that works out. And I also tried to remind them that they were fucking babysitters and working at Starbucks until the attention that sat on vine came to them. So that's how I think it'll work out. I'm gonna go around because I don't want James to get mad at me. The quick answer is I'm not because I don't think people understand that I work 24 hours a day. I'm one of the most prolific content creators. But I allocate zero minutes a day to content creation. I wish I.

[Digital Marketing Entrepreneur]

Could. I tell you. The only reason I ask that is because what we've noticed in our.

[Gary Vaynerchuk]

Space. I get it. Trust me. The problem is I'm inclined if it was old wine library days, all of it. Because I'm sitting with sensitive information that I can get that I just have. You'd be stunned how little I.

[Digital Marketing Entrepreneur]

Could. Who are crushing it. All they really have versus the people who aren't is good spatial awareness with them and.

[Gary Vaynerchuk]

Their. I couldn't agree more. They're just doing a lot, man. I so say it. I get it. Trust me. I've been thinking about it a lot. Ustream ended up being a huge factor for me back in those days. Not just Twitter and Facebook, the early streaming stuff. All right, let me keep going. What's going on in Vancouver?

[Real Estate Podcaster]

Yeah. You first book was Crush It. You actually talked about a realtor that started on YouTube, started filming himself in his car. That realtor was Ian.

[Gary Vaynerchuk]

Watt. Yep. I.

[Real Estate Podcaster]

Remember. Who I actually consider somewhat of a.

[Gary Vaynerchuk]

Friend. That's.

[Real Estate Podcaster]

Awesome. And so I kind of ended up just following that.

[Gary Vaynerchuk]

Blueprint.

[Real Estate Podcaster]

Yeah. And ended up building a very good person personal brand space. You know, like big, you know, worldview on Bloomberg, interviewing, you know, CBC news. But I guess the issue I'm having or I'm here as a personal brand trying to figure out sort of where my next move or where do I pivot. But the residential real estate space I find is very hard to scale. And so I'm like, it's. It's a Business to.

[Gary Vaynerchuk]

Scale. So I'm like, most are.

[Real Estate Podcaster]

Yeah. And so I think I'm just looking ahead. As you know, I've been doing.

[Digital Marketing Entrepreneur]

It now for 10.

[Real Estate Podcaster]

Years. I mean, still a young guy. And I'm like. I've now started this podcast. It's called Looney.

[Gary Vaynerchuk]

Hour. And what's that.

[Real Estate Podcaster]

About? So it's myself. I look at it from the real estate.

[Gary Vaynerchuk]

Space. Yep. Of course. Expertise.

[Real Estate Podcaster]

Yep. I partnered up with the guy that runs portfolios. He's like a macro, macro investor. Basically runs client.

[Gary Vaynerchuk]

Portfolios. He's a money manager. He's a money manager. Yep.

[Real Estate Podcaster]

Understood. And then the other guy worked for a hedge.

[Gary Vaynerchuk]

Fund. Love it. So you guys shoot.

[Real Estate Podcaster]

It.

[Gary Vaynerchuk]

Yeah. So love it. How old are.

[Real Estate Podcaster]

You?

[Gary Vaynerchuk]

32. Yeah. I mean, this is perfect for me to answer. So from, you know, from 30 to 34. You know, when I was Gary Vaynerchuk, I was the wine guy, just like you're the real estate guy in Vancouver. I decided to start making content about other things as a personal brand who's built something. You gotta understand back to what he was just talking about. It's not just your pretty eyes. Like, you have other communication capabilities, charismas. So you could actually deploy that to anything else that you can speak to. I decided to go very macro and go into overall communication. And then that led me to, like, the insights of, like, how humans. I went through a really weird period where I was like, I'm literally telling everybody what to do. I'm like, do this on Facebook. And I'm like, no one's doing it. And that led me to like, oh, people are insecure. People are like. People do things like all the shit I talk about. But I could have went into, like, I thought about it. Sports. Like, I beat McAfee. That's why Pat and I are friends. Like, whatever I was gonna do, it was gonna work. I just chose a certain lane, you know, I think what you need to do is decide what if it's what's next or. I don't wanna scale this. That blueprint continues to be true. The platforms change, the best practices within them change. But back to what these gentlemen were just talking about. Whether it's streaming and spatial recognition, storytelling to the mundane, whether it's the NEC. I mean, the next TikTok is always one day away. It will happen. You know, it could be seven years, it could be four years. But even back to, like, the nerd of all this, like, the amount of money creators could be making on Snapchat because of the supply and demand of how much ad revenue is in versus how many people create for it. Cause everyone's fixated on TikTok and Instagram is enormous. And then of goes from thirst traps to a broader market and Patreon, there's just like a million things going on. I think your biggest debate at this young of an age is what is your favorite stuff. You can only win on passion or knowledge. Like someone like you, There's a lot of ways to win. But you, my gut, based on what I'm hearing, you're gonna win on either you love the fucking Canucks more than breathing or you really know something else. Well, I went with the well and passion. Right. I went wine business, marketing. I think you have a pretty clear. What's also cool about the core real estate business is it's not like you have to retire the fact that you can start something around Pokemon, video games, table tennis, pool, whiskey, while still doing the real estate and then integrating it the way I do. Cause I'm all over the fucking place. You might get a fucking garage sale video for me or a jets video or business or, you know, like, I don't think people realize the renaissance man and woman thing is very real. Everyone's like, you gotta stay consistent. The bad advice, don't worry about it. I'm not distracted. The bad advice that people go and be like, pick your niche and go, yes. But then once you have your steak, you can sell mashed potatoes, you could sell green beans. What do you think's gonna happen, brother? You think somebody in Vancouver is gonna see a video about you talking about whiskey and be like, oh, he also likes whiskey. I can't take him serious about real estate. People don't deploy common sense to this conversation. They talk.

[Real Estate Podcaster]

Academia. So where have I seen that crossover, just for an example, is our Looney Hour show is now like, it's like the finance show in.

[Gary Vaynerchuk]

Canada. Like, that's awesome. Full.

[Real Estate Podcaster]

Canada. Like full.

[Gary Vaynerchuk]

Canada. That's awesome. So it's doing.

[Real Estate Podcaster]

Well. The nice thing about that.

[Gary Vaynerchuk]

Right?

[Real Estate Podcaster]

Yeah. Vancouver, you're set to that geographical limit of constraints. Your clientele is only people.

[Gary Vaynerchuk]

That. Yeah, of.

[Real Estate Podcaster]

Course. Buy and sell in.

[Gary Vaynerchuk]

Vancouver.

[Real Estate Podcaster]

Yeah. Like now we're opening up to Canada. Like we're literally interviewing like former prime minister and stuff like.

[Gary Vaynerchuk]

That. Yep. And it's lead gen for all of you. Right. But for them too. They're very broad. Where you're.

[Real Estate Podcaster]

Narrow. Yes, I'm narrow. So I'm getting a lot of clients that they're like, hey, I've been listening to Lunar for the last 12.

[Gary Vaynerchuk]

Months. Have you. Have you thought about building a national.

[Real Estate Podcaster]

Brokerage? There's no. I don't think there's a lot of good money. And maybe it's because the cane system a little bit different. I think. I think the brokerage model is shit. I think it's actually.

[Gary Vaynerchuk]

Dying.

[Real Estate Podcaster]

Okay. Where I do. I think this is kind of leading. And some of my question is. So my co host, who's a money man manager, he wants to actually sort. Sort of helping. He wants me to help him scale his business and take, you know, equity.

[Gary Vaynerchuk]

Stake. Because basically what's happening through that podcast.

[Real Estate Podcaster]

Yep. Unintentionally is he's pulling in like he's signing up two to three new clients a.

[Gary Vaynerchuk]

Week. Not unintentionally, which, yeah, intentionally in.

[Real Estate Podcaster]

That industry is, you know, most people will generate their.

[Digital Marketing Entrepreneur]

Business.

[Gary Vaynerchuk]

All. All of this conversation for everyone is just, brand is the best selling. I always make fun of people who, like, don't believe in marketing branding, who are great salespeople. I'm a great salesman too. I'm like, cool. That's like, when you're not good at marketing and sale and brand, you guys are. It's not unintentional. It's called, you built brand, which is why he has.

[Real Estate Podcaster]

Sales. Wouldn't worry necessarily about a crossover of like, oh, real estate. And then sort of on the portfolio management side because, oh, now he's kind of doing that.

[Gary Vaynerchuk]

Thing. Well, let's play it out. I think when you hear it played out in conversation, you realize how silly it is. What do you think? Like, what do you think's gonna happen? People are like, what.

[Real Estate Podcaster]

Happens? Maybe last visit. Oh, I think he's not, you know, do I want to hire this guy? Cause he's not fully dedicated.

[Gary Vaynerchuk]

To. Would you take my wine recommendation? That's the answer to the question, right. You've proven your worth in that other.

[Real Estate Podcaster]

Space. The only reason why I look at that is because like, like, so his competition, like the whole industry in portfolio management is regulated by investment advisors that work for big bank. Bank says you cannot do social media at all. You want to send a tweet, like, we need to get.

[Gary Vaynerchuk]

Compliant. Oh, I'm very aware. There's plenty of versions of that all over the.

[Real Estate Podcaster]

World. So I'm just looking at that and saying I feel like it's this huge white space.

[Gary Vaynerchuk]

Opportunity. Of course it.

[Real Estate Podcaster]

Is. Have zero competition. The banks are.

[Gary Vaynerchuk]

Unwilling. Correct. Yeah. I don't think you'll lose your whole real estate empire in Vancouver because you've Also started to play in the money management space. And that's assuming you go front.

[Real Estate Podcaster]

Facing. Yeah, well, that's the thing. I think, realistically, I'd actually end up probably more behind the.

[Gary Vaynerchuk]

Scenes.

[Real Estate Podcaster]

Exactly. I'm not gonna be the one that's physically managing someone's.

[Gary Vaynerchuk]

Money.

[Real Estate Podcaster]

Correct. The guy that's building that.

[Gary Vaynerchuk]

Business. Correct. So notice what I noticed. The clarity I just gave you on that. Sounds like you're worrying about something that won't even.

[Real Estate Podcaster]

Manifest. Yeah, no, that's fair. I think it's like. I think.

[Gary Vaynerchuk]

It'S. But this goes back to, like, what we. Yeah, yeah. Like, I think this is what we do. Like, if you just listen, like, well, they are not running real business. The consumer doesn't care. These are philosophical things. We think stay on brand. People don't care. What, are we not willing to take Mark Wahlberg seriously as an actor because he was once Marky Mark? You know what I mean? Like, we do this thing, and I'm telling you, it's all grounded in academia. It's not grounded in real market dynamics. The consumer has spoken on this issue. We will change our mind. And if you show me enough of. You're this. You're this. Mike Bloomberg used to be a SaaS entrepreneur to me. Then he became a mayor. Like, I don't know, like, you become what you are at a consistent pace, both good, bad, and different. So don't fear that especially. It sounds like you have. Like, yours is really fun. Because it doesn't sound like you're even gonna confuse the.

[Real Estate Podcaster]

Market. Yeah, well, I mean, it's just nice to already have, like, the platforms and the brand is already built. So it's obviously just trying to leverage that into, like, a more scalable business that I feel like, okay, where do I see.

[Gary Vaynerchuk]

Myself? Yeah, I think that makes sense. I think where you took it to a little bit of an interesting place. It sounds like you're fearing something that can't.

[Real Estate Podcaster]

Happen. Yeah, yeah. I think.

[Gary Vaynerchuk]

Ultimately. Right. You're going to be behind the.

[Real Estate Podcaster]

Scenes. Like, I'm asking for permission, but.

[Gary Vaynerchuk]

Like, no, by the way. By the way, the good news is that's a really good observation. I think we all do that. Yeah, I think we all. Like, this is why I believe in therapy the most. Sometimes you already know the answer. You just need to talk it.

[Home Design Business Owner]

Through. Yeah.

[Gary Vaynerchuk]

Yeah. It's just a human trait for all of us, I.

[Real Estate Podcaster]

Guess. My last question. So now, again, if you had. I know you thought your podcast, but if you had one recommendation for scaling, like my podcast Is there anything that you see as like a huge offer to. It's like, oh, people like people that have an audio video podcast, they should totally be doing.

[Gary Vaynerchuk]

This. Yeah, I mean I think I'm incredibly consistent about this. I believe that we all have to day trade attention to maximize our upside. What that means is you need to pay attention to everything that is going on. So let's just use streaming. Cause I fully agree with these guys what's going on there. Like I was one of the people early on that was like, hey, if you have a podcast, film it's and then post produce it and put it everywhere. Now that's incredibly common practice. But I would also argue that you should stream it as well. Have four Twitch followers at first. Like while you're doing the now again, everybody has a different process. For me everything's always worked. Cause I'm happy to just like put it out there. Obviously when you film something you have the ability to post produce it. If you're live, you're live. So like if you're just. If you go live and you're waiting for your guest, you might not wanna do that live. You know, like you gotta think about what live means. But Look, I think LinkedIn's organic reach is something everyone underleverages on this day as we all sit here today. I think people understand you can go viral on TikTok though that's much harder than three years ago. I don't think people understand how consistently you can get organic reach that you didn't have the day before on LinkedIn. And I'm very bullish on it. And I think everybody here, whether you sell a protein ball or you're actually in the B2B business, LinkedIn is more Facebook 2015 than it is the LinkedIn that I think everyone defaults into thinking it is. So I would say anybody who's not distributing any of their content, everybody should be distributing content on LinkedIn. It's a really good psychology audience too. The human that's on LinkedIn when they're consuming LinkedIn is a different version of themselves. Often very business, transactional minded versus TikTok, where you're just looking for escapism or entertainment. I would say that one really stands out for me. But then also just taking no assumptions, you need to film them and you need to post produce them, but you also have to be great at the post production. I know we'll touch on that. I don't know how much have we touched on that yet? Or is that on the back half? Have we done sock stuff up a little bit. Good. You know, so like this stuff, like the world works on.

[Home Design Business Owner]

Storytelling. First of all, thanks. We kind of built studio on the heels of like thank.

[Gary Vaynerchuk]

You. So thank.

[Real Estate Podcaster]

You. That's.

[Home Design Business Owner]

Good. So since then over nine years, we've grown to be kind of a collection of businesses that are like over $100 million and we only get about 200 people on our team. We primarily grew with Instagram. So we like, we started because we got on there and kind of pulling back the curtain on like high end design, kind of make it more kind of like approachable and be able to answer a bunch of questions. So we've basically grown primarily most of our business off organic content. And it was just like telling. Growing the brand, brand above everything, telling that whole story was really successful.

[Real Estate Podcaster]

Drove a lot of.

[Home Design Business Owner]

Business. And I think now we're at a stage where we are adding in.

[Gary Vaynerchuk]

Page and we're trying to really measure the attribution and within. Within an Instagram.

[Home Design Business Owner]

Environment. Yeah, Instagram. We're on.

[Gary Vaynerchuk]

TikTok.

[Home Design Business Owner]

We. We had a Netflix show for like four.

[Gary Vaynerchuk]

Seasons. Oh.

[Home Design Business Owner]

Wow. That ended last season. So when we first launched Netflix, we saw an incredible like lift and like kind of.

[Gary Vaynerchuk]

Like. What was the show about.

[Home Design Business Owner]

Called? Dream Home Makeover. Yeah, we just, they took kind of what we did. Just build it down. We'd go in and like flip over like a.

[Gary Vaynerchuk]

Room. Yep. Yeah. I mean obviously in the beginning that must have been huge awareness. So just feeling a maturation standpoint right now. Yeah. Which is why paid has entered. Yeah, makes.

[Home Design Business Owner]

Sense. You kind of like just seen this meme reversion in the home industry over the last like I say like year. Like there was a big bond, like a big, big bomb during COVID.

[Real Estate Podcaster]

And then when people were kind of.

[Home Design Business Owner]

Let all their house, they're like, of.

[Gary Vaynerchuk]

Course, of course, of.

[Home Design Business Owner]

Course. Huge bump in like services businesses. And now it's kind of like.

[Gary Vaynerchuk]

Okay, where are we.

[Real Estate Podcaster]

At? Who's.

[Gary Vaynerchuk]

Left? This is my father calling me every day. He's like, why are we not selling as much wine as we did during COVID I'm like, dad, people are not at their home 24. Like, I'm sorry. Like somebody went to a restaurant tonight and ordered a glass of wine that came out of your pocket. He's like, you have to fix it. I'm like, gee, like, thank you for the confidence. But I'm like, I can't change the.

[Home Design Business Owner]

World. I think that's kind of where we left is like, okay, we can either right size Business a little bit more, which we have with like makes sense. Like we really like looked at business operations like hardcore went really.

[Gary Vaynerchuk]

Efficient. But after having this kind of run, it's in your tummy to just want to continue to grow instead of be more efficient. Right. Of.

[Home Design Business Owner]

Course. Doubled every year for the.

[Gary Vaynerchuk]

Last. Yeah, of course. It's. Here's the cool. It's really funny because. Thank you. Economy and jab, jab, jab, right hook. Day trading Attention. Six months ago was called jab, jab, jab, left hook. I'm literally rewriting the book because it's changed so much and I'm ready for a 301 course instead of the 201 that that book was at the time. The cool part is organic is here. It's just that you're not good at TikTok. Organic is here. It's just that you haven't even committed to LinkedIn and then thus can't be good at it. So couple things. One, you've won between Netflix and Instagram and that run on awareness leading to sales. That is still on a table for all of us. It's just a lot harder right now. Right? That's all that's happened, but it's actually never been greater. It's like this weird thing. It's like there's always ebbs and flows. It's why I was so. And I know it sounds like a lot of you have had context on me for a long enough time. It's why I was so loud. Pandemic was March 2020. It was why I was so loud. Late 18, all of 19 about TikTok. The land grab of organic was better than anything Instagram ever had. But nobody moved because everyone was pot committed Instagram. So couple things. One, let that little thing. Because you'll always clearly what you have resonates. You just need to arb. Attention versus value. Right? Just make sure that every time there's another new thing, especially if I'm loud about it, because that means it already happened, I'm not guessing to go triple hard. I remember I promised myself before TikTok, if I ever saw another YouTube, Twitter, Facebook, Instagram, vine, that I was. That was it. I was gonna go into a cocoon. I wasn't even gonna run Vayner. I was gonna be. Cause I knew it. And sure enough, musical ly came. TikTok came. I saw it, I did great. But I fucking went like 20% hard. Cause I had other responsibilities. And boy do I Wish I went 100% hard. Cause it may Be a long time before we have as big of a moat of opportunity as TikTok 1819 was. Anyway, that's all to be said that when they get into brand formance later, like, there's definitely a place media's great. Like, I think people get religious, especially when they're great at organic. Like, I grew all this without media. I'm like, that's not a badge of honor. I'm like, if you're obedient, right? And I get why, I get why. It goes back to a lot of what we're talking about here, like the subconscious. But when you really break it down. But if you could spend media perfectly and it would grow your business, why wouldn't you? You know, you get caught in these like, ideologies. So I think a don't demonize paid. Paid's scary because, like, it feels really hurtful when you like spend $100,000 and nothing.

[Home Design Business Owner]

Happens. External agency, like, big try to take credit for a lot, right? So they're like, hey, contributing like 25% of your revenue. You're like, bro, you just got here like two, like six weeks.

[Gary Vaynerchuk]

Ago. 100%. I always make fun of our team. I'm like, we, we. Every time a business is doing well, you all say, we did it. And every time it's not doing well, it's their fault. I'm like, you hypocrites, you know? Yeah, no, I think you should build this internally. I think most. I say it all the time to clients all the time. This is why I think Sasha Group and Vayner do well. I'm like, why would you hire us? It goes back to what I was saying earlier, the price. I'm always like, why would someone hire us? This what we're doing. I really think about 4Ds a lot. I'm like, why we put this video out. I think about this shit constantly. Why, why? Why? So anyway, couple things for your business. Couple really interesting things. I don't have the full answer on this, but I'm spending a lot of time on Pinterest personally right now. For your business. Pinterest is bananas. It's just that Pinterest has never found its moment of like, what we're all looking for, like that true organic monster. But I would a flirt with that a little bit. YouTube Shorts is very important for all of us because YouTube's the second biggest search engine in the world and your business is very search oriented. Like when people go their journey and obviously they're doing that more and more on Social. But I think YouTube shorts is a very big deal. These are the platforms that I think you have to get as good. You have to understand, you have to give yourself more credit for getting good at Instagram back in that era. I think a lot of times when people have organic pay dirt, they give the platform credit, not themselves. Now, some things come more natural to people than others. One of the biggest reasons people didn't jump into TikTok is it didn't feel natural to them. By the way, it's a challenge for me because I don't create TikTok. You have to really create. Like, my post production shit does not work on TikTok the same way. I just have no options. I'm doing too many other things. So I'm gonna have to take that L and be like a C minus at.

[Home Design Business Owner]

It. My wife hates it because she's become like the face of our business.

[Gary Vaynerchuk]

Right?

[Home Design Business Owner]

Yes. And she's like all the TED talks that you really was. It's like me talking, they want to see me just.

[Gary Vaynerchuk]

Talking. I want to get on every.

[Home Design Business Owner]

Day. And I'm old girl.

[Gary Vaynerchuk]

39. You're so young, you were fine.

[Home Design Business Owner]

You know, but she's like, those just do really, Those.

[Gary Vaynerchuk]

Resonate. Yeah, I think, I mean, look, I think, I think that the game for you is to get paid and organic, to work well on every platform to the best of your ability and to back to the different ideas that I was talking about over here for ideas for business. I think the thing I'm most proud of, and I hope you've all felt this, is like when you go to my grid, it's like a potpourri of randomness. Everyone's so obsessed with their grid being on brand. It's just not how people consume. They're consuming content to content. So the thing that's definitely happening in your world, if your wife's like, fuck this shit, I don't wanna do this every day. You're not challenging yourselves to figure out other ways to do content. People get into ruts. They have something that works and they do it for the next seven years. Like, you have to try different shit. Like, again, the thing I'm most proud of, and I want you all to go look at my last hundred posts on Instagram. We're trying all sorts of shit, pouring fucking milk into coffee to say, bu. Like I'm saying the same shit for 20 years, but if you find different creative ways and you understand, you can find that pay dirt. So maybe it's just audio. Maybe the two of you should have dinner where, you know you're recording the dinner and you, like, know you're recording it and it's all audio and you just literally talk about shit that you want to get out there. And that's your podcast and maybe that's your creative pay dirt. Cause that would be like some shit that I would listen to if I gave a fuck about a couple just them having dinner. Like, literally two post carousels. Yep, still working. But, like, again, I'm already feeling the. You know, it's just day. That's why I'm calling it day. Trading attention. I'm trying to get people out of the rut of, like, oh, this works. They think it works for, like the next nine years. You gotta be in it. You've hit that place. We all have hit fatigue of the style of the creative, or the distribution of the creative. You gotta challenge yourself. Does that make sense? Introducing new people? You know, when a sitcom has a great run and it's getting a little tired, they bring in like the kid. Like that fucking weird kid for, you know, the Brady Bunch and even Leo DiCaprio, I think was like the kid for Growing Pains. Like, you know, like to spice it up. Cosby Show, I think out of kid, like every great sitcom, when it gets tired, introduces that new character with the hope, you know, like, you may want to introduce new characters to your.

[Home Design Business Owner]

Ecosystem. I think that's what we were just thinking about, like, as we introduce new things, trying to measure that to, like, that is.

[Gary Vaynerchuk]

Worth. You know what's funny? Like, you gotta make sure you have patience in that. It's funny, like, always think about your purest self when you were winning and then realize after levels of success how you're no longer that person. Me holding on to 2005 Gary is probably my best business move. Because you weren't fucking ROI measuring in 2014. Instagram. The way you are now, you've become mature, you've become corporate. You're looking for ROAS and CAC and LTV acronyms. You didn't even know what the fuck they meant eight years ago when it started popping off. 2005 Gary still runs this. As a matter of fact. You know this. You guys know this. 2005 Gary or 2011 Gary, if we're talking Vayner X terms, came back a couple years ago and. Right. And it's been way better. Right. Because I wanted to learn what I didn't know, what I didn't know. So I started bringing in more of corporate agency DNA over like a Five year period. And then I knew what it was and I was like, all right, I'll keep the 3% of this garbage that I like and we're gonna go back to 97% me and boy. Right? You'll right. It's like and across. Forget about feelings. Like the P and L shows it and it's just real life. This whole content is you now. Yep. So themes that work, right? Yeah.

[Digital Marketing Entrepreneur]

That.

[Home Design Business Owner]

Thanks. I'll end here. Just external like generating like let's see, taking advantage of like external media opportunities. We have a bunch coming our way now versus just deciding to go in house. Is there a way that you like kind of evaluate that to make that call of like, hey, like do your own show on YouTube and just press.

[Gary Vaynerchuk]

That. I think it's. And I think it's. And now if you're saying show, like obviously an external production company, like I think right now if you're off the air, which it sounds like you are, I do my own show immediately. So when the next production company comes and wants you to do something, you're like, yeah, but I'm keeping my show show. And like, yeah, you can do that. We're going to do a different version here. So that would be on my mind on.

[Protein Ball Brand Owner]

Strategy. Hey.

[Gary Vaynerchuk]

Gary.

[Supplier Diversity Consultant]

Hi. Started my consulting firm back in 2005 as an in source with an in source embedded model for general market ad agencies. And so we would place consultants on site at ad agencies throughout New York. And that worked and we grew for about seven to maybe 10.

[Gary Vaynerchuk]

Years. And what would agencies hire you to come in. Yeah.

[Supplier Diversity Consultant]

Please. Hired us to do. To manage. To develop and manage their supplier diversity.

[Gary Vaynerchuk]

Initiative. Love. Great. Keep going. It's.

[Supplier Diversity Consultant]

Awesome. And I was hired as the first supplier.

[Gary Vaynerchuk]

Director. Makes so much love.

[Supplier Diversity Consultant]

It. Unfortunately we're having the conversation in 20, 20, 23 that we had back in 2025.

[Gary Vaynerchuk]

2015. You mean? I mean that we had.

[Supplier Diversity Consultant]

Back. That we had in 20. I.

[Gary Vaynerchuk]

Mean. Oh, five. Got it. Yeah, yeah, no worries. I'm just trying to make sure I'm hearing it right. No, keep.

[Supplier Diversity Consultant]

Going. And so the challenges we're having are few. Developed a platform in 2016 in order to scale because hiring can consultants placing them on site. That's really.

[Gary Vaynerchuk]

Inexpensive.

[Protein Ball Brand Owner]

Yes.

[Supplier Diversity Consultant]

Right. And so a lot of what we do are the analytics, the database management, you know.

[Gary Vaynerchuk]

Just. Is it a SaaS based.

[Supplier Diversity Consultant]

Business?

[Gary Vaynerchuk]

Yes.

[Supplier Diversity Consultant]

Okay. SAS based business. Fully.

[Gary Vaynerchuk]

Funded.

[Supplier Diversity Consultant]

Amazing. And so and we built it. We get feedback that it's an amazing platform. Since holding companies have now come in and centralized resources and are Having.

[Gary Vaynerchuk]

And since they own almost every single agency, bingo bango, there you go. Makes.

[Supplier Diversity Consultant]

Sense. And our relationships were at the agency.

[Gary Vaynerchuk]

Level. Right. Can you create? And yeah, this is what sucks. The business needs to go into smaller right? Because the place you can get independence is 10 million in revenue and lower right before the holding co buys it. The problem is those companies are so small that they're just trying to keep the lights on. They're not even thinking de and I, you know it's not that they're bad people, it's just like they're like fuck, I'm not sure I'm gonna be business next.

[Supplier Diversity Consultant]

Year. And we're on the side that really is requiring this in order for you to bring us in to do it. And so my, my business manager is suggesting that we, we break up.

[Gary Vaynerchuk]

The two serp from the.

[Supplier Diversity Consultant]

Company. Well we did that initially but he's talking about breaking it out up into smaller modules so that we can sell it at a lower price point. But I think to your point because what I've experienced in this industry is that it's just as difficult to sell $5,000 as it is to sell.

[Gary Vaynerchuk]

50,000. Yep, both thesis are right. You know I could tell you back to more Gary. Consulting items as gateways to AORs since I know I can talk to you in these terms has worked for us, you know because we had a very hardcore get out of bed fee to do what we do best and we think, you know and so I do think cost of entry is a variable. I equally agree with you that sometimes it's just as hard same effort to sell something for 5,000 as 5 million, let alone 50,000. That's real too. You know I'm not against modularizing down if you're asking one man subjective point of view. What I like about it is it will give you more clarity. I always like eliminating things that you're debating for everyone. Like what I like about the modularity of like how much is it now per.

[Supplier Diversity Consultant]

Month? Per year it's.

[Gary Vaynerchuk]

180,000. Right. And he's saying, or she's saying instead of 15k a month let's have some sort of product that it's 3K and you can voltron it up and discount it. Here's why I like it. My biggest concern is that there's six holding companies, they're full of shit and there is no business to be had. What I like about dropping it from a 180 commitment to a 36k commitment if you've got some module at 3k is you'll find out in a year if I'm right because that's a real low cost and that should be easy. And if you go O for 90 with a 3K thing, then you could say, wait a minute, I gotta really think about this shit. And do I need to become like the Nintendo company? And that analogy for everyone is they used to be a trading card. Not a trading card, like a playing card company. Nintendo started as like blackjack cards and at some point they pivoted into technology. What I love is your expertise and your career and what you've got going. This goes into like really interesting debate that everyone should be thinking about. Always think about things that you have permission to do that you can't see. Like if you emailed me in nine months, which you're more than welcome to, and on a long flight, I get to that level of email priority and you're like, hey, thank you, this is not fun to write because I did break it down, I did go to market and for the last seven, nine months, 15 months, we're not selling anything even at three. You're right, it is full. My reply would be like, listen, now you need to think about should you be an author, should you change it into a experiential company? Because maybe you shouldn't be selling it to tech or CIOs. Maybe you should be selling to HR as a one day retreat to rethink things. What's amazing is the talent you had as a kid in the SMS thing that became the seeds of the thing that we have our things and sometimes you just gotta repackage it into a different item and remark, you know, containers and merchandising. Right, containers and merchandising, that's what we're all in. And so that's something worth debating because the, you know what's great about, you know, when he said we're getting old, 39, 40, I was laughing, right? And I saw you snicker. Like I saw, I saw, I saw. And I think you know what's really cool, like one big issue I have with the world that I'm excited to like, I finally am gonna eat my own dog food and do something I've been wanting to do, which is I'm going to go and donate my time to retirement homes, but I'm also gonna capture content. Because I realized as a young kid, even at 6, 7, 8, 9, 10, I spent an ungodly amount of time with people that were 80 and 90, that weren't my grandparents and For a long time I thought it was because I only had one grandma and one great grandma in my whole life. Cause unfortunately everybody died in Russia pretty early. But now I've come to realize, no, I've always just been attracted to macro thinking and wisdom and things of that nature. And right now I think we can all agree. By the way, 50 years ago in America our grandparents were on a pedestal. Wisdom and experience was on a pedestal. Today we are all living where youth and technology is on a pedestal. 24 year olds are running around my company thinking they should be running this place. Right? That's the era we're in. Which means we're gonna go back. This is how the world works. So I'm excited about wisdom and experience gaining momentum in the next two decades. And I think your timing, like I just think it's important for you to hear that. Cause I think when I hear that narrative and like first of this and this and that and it's a really important issue, like it actually.

[Supplier Diversity Consultant]

Matters. I really do think this is a young person's.

[Gary Vaynerchuk]

Gang. Yes, but I think we're. Yes, but I really do think that trading on wisdom and experience is about to gain momentum. I'm actually telling you that I think we're in the pre dawn of it being your game and I want to get that into your head. I really believe it. I'm not saying it to be nice, it's. I like to watch and I think we're about to get there and I think it's early. I think like I think I'll probably clip this in like 11 years and be like told you like it's going to take a little bit of time but I think it's good for everyone to hear that. But for you specifically where you are in your business life cycle because I think you. I hope not, but I'm gonna be like very black and white on this. I think you should module and I think you should sell aggressively against the modularization. Cause I think you need the answer because I think you're in a precarious spot. Cause I think they're full of shit and there's none of them, there's six of them. We don't need you. We got it internally. We have a chief diversity officer. We're good. Yeah, you know, so but the modularization, my hope is that it will work out and that you now do have a 3k a month, a 7k a month, a 9k a month and a 20k a month item. And oh by the way, if you buy them all. It's only 15k a month. I think that's a worthwhile thing. I think it also will give you a year of that data to then go back to this back half of this conversation, say, okay, I might need to take what I am and repackage it into some other business and merchandise. That I was thinking, remember when you said to me, uber's a time management system. It just happens to be applied to logistics. Yeah. Maybe everything is correct. Yeah. And you might actually even like the business you find yourself in more too. That's what's fun about entrepreneurship. Like sometimes you don't realize a tweak makes it more fun and more.

[Supplier Diversity Consultant]

Fruitful. And I love this. When I got into it. It's been a long.

[Gary Vaynerchuk]

Time. It's been a long journey and.

[Supplier Diversity Consultant]

Markets change and it.

[Gary Vaynerchuk]

Has. I love when everyone's like AI. I feel so bad for all the people that are gonna lose their job. I'm like, what about all the people that sold yellow Pages? We didn't feel bad for them. When search engines came, how many people were in the business of selling yellow Pages? Tens and tens and tens of thousands of people were salesmen and women just of yellow Pages in America. When Yahoo and Ask Jeeves decided to come along like shit changes. Some Poor dope bought 5,000 horses the day before the car decided to cause trouble. Those horses became less valuable. So I think that it's unfortunate because you should be shining.

[Supplier Diversity Consultant]

Well. And what we found is when people are woke, if you will, our business doesn't do as well as we do when they're.

[Gary Vaynerchuk]

Not. I know. I know. Yeah. I get it. The modularization. Awesome. Thank you, Scott. So before I turn it over to my wife, I just want to.

[Sports League Organizer]

Say 20 year digital veteran, CFO at.

[Gary Vaynerchuk]

Ivillage. Do you remember that name? Of course. Members of the founding team at 360i.

[Digital Marketing Entrepreneur]

Amazing. But all on the finance.

[Gary Vaynerchuk]

Side. So it's okay. Yeah. Sitting in a meeting. Yeah. Where I'm hearing operational activities. We're trying to figure out how.

[Sports League Organizer]

To digitize market to our.

[Gary Vaynerchuk]

Customer.

[Digital Marketing Entrepreneur]

Yes. So I just want.

[Gary Vaynerchuk]

To. That's really cool. That's awesome. Of course. I do love.

[Protein Ball Brand Owner]

That. So. Hi, I'm Lori. The other.

[Gary Vaynerchuk]

Half.

[Protein Ball Brand Owner]

Yes. Scott created these for me after I had breast cancer years ago. So we donate back to.

[Gary Vaynerchuk]

Research.

[Protein Ball Brand Owner]

Love. We have a product. We've proven our our model. People. People rebuy it. Stores buy it. We're in the airports when 100 block brick and mortar stores. We're here to really how do we expand our D2C.

[Gary Vaynerchuk]

Business. Got.

[Protein Ball Brand Owner]

It. So we, we think that part of our issue is that our content, our ugc, we don't think it's what it should.

[Gary Vaynerchuk]

Be.

[Protein Ball Brand Owner]

Okay. We came in today talking about that. We don't really know who our target market is. We listened to a great section about cohorts earlier which was a.

[Gary Vaynerchuk]

Hugely. And remember, you know, we touched on the accordion nature of it. Did we touch on that? Okay, cool. Let me back to cohorts. And I almost notice how I knew that we probably didn't talk enough about it. The best part about cohorts is that it's accordion. The number one thing that you have to understand about cohorts is that it's a living and breathing vessel. Back to day trading. So cool. Like of course an immediate cohort for this group is 18 to 22 year old coastal workout Bros. Cause it's fucking protein balls. Like fuck. Right? But after we do 1629 pieces of creative that we think we've done well enough, if we're seeing absolutely zero traction, it is okay for that cohort to go away. If we PCs properly and read everything. The most wild work I see is when we pick a cohort, we make for them. But the algo takes us in a different direction. We're like, wait a minute, this is actually for offensive linemen who fish and they pop them while they fish. So let's stand up, you know, 18 to 30 year old 300 pound white boys who love country music and work out and like as you can imagine, it's gonna be different content. So remember, with cohorts, if you go down heavy, it's an accordion. Some expand some contract based on the quant and the qual, the math and the feedback that you read from the PCs. The reason I'm onto stuff always is cause I'm reading the qual. My wisdom thing is again, not kindness for us, for get in here brother. You know, it's for. I'm smelling it like there's the tipping point. You can smell it like I had share.

[Protein Ball Brand Owner]

Earlier. Exactly. That our customers are age 2 to.

[Gary Vaynerchuk]

92. Your customers are anyone with a fucking mouth, right?

[Protein Ball Brand Owner]

100%.

[Gary Vaynerchuk]

Yes. That's what you're saying. Okay, keep.

[Protein Ball Brand Owner]

Going. So we do email marketing.

[Gary Vaynerchuk]

Successfully.

[Protein Ball Brand Owner]

Okay. We have a good conversion.

[Gary Vaynerchuk]

Rate.

[Protein Ball Brand Owner]

Nice. So all they keep saying is get us more traffic, get more people to the site. So we have not done any paid ads yet. That's part of why here we want to learn. We haven't done paid ads or paid social. Okay, I Mean or paid search. What we have done is paid a PR firm too much money to do brand.

[Gary Vaynerchuk]

Building. Everyone does.

[Protein Ball Brand Owner]

That. And now we're taking that money and we want to repurpose it into building our brand more. We were told that you should have one face and that I should be making the.

[Supplier Diversity Consultant]

Content.

[Protein Ball Brand Owner]

Like. Like we were just talking about. Which does sound like a big job. But, you know, if we will test it. Because if that's what people want, then, you know, I'll do it. It's people, like, they taste the product, they like the product, then they hear the story, then they're more.

[Gary Vaynerchuk]

Connected. Yeah. I mean, the.

[Protein Ball Brand Owner]

Stories. Then they hear that we give back to research and then it's. We're.

[Gary Vaynerchuk]

Done. Yeah. I mean, the story is like so off the.

[Protein Ball Brand Owner]

Charts. Reaching enough people 100%. It might be our.

[Gary Vaynerchuk]

Content. It's stuff. It's every. Like, I'm not reaching. Reaching enough people. And it's my.

[Protein Ball Brand Owner]

Content. So what do you.

[Gary Vaynerchuk]

Suggest? Make more content to me content. One day we will all wake up and actually live in mixed reality. I'll give you the preview. We will. We will live in mixed reality. The data is incredibly compelling. The technology's very clear. The new fucking Facebook Ray Bans glasses. You've done it with the audio. The new one that just came out. Right. It's EarPods are in trouble. Like, you know, and that just like seems like, yes, like so. And when everyone wakes up, every one of you is gonna regret not making more content for social media. Cause it won't be where the attention is. And just like I regret not sending more emails in 98, not buying more Google AdWords in 2002. Not like. So while we're in the era where this is the predominant engine of information, back to advertising. This is what happened when the radio and the television were switching. Literally, Budweiser is the biggest beer because Schlitz and Schaeffer and Pabst Blue Ribbon blew it. They kept holding onto the radio and not realizing what the television was doing. It's insane. If you look from 1950 to 1970, the switch of the biggest brands in every category from cigarettes to diapers. It's why Procter and Gamble is Procter and Gamble. They were the biggest spender on television. Do you know the biggest spender on Google AdWords was in the first five years of AdWords, Amazon. There are moments where there is this thing. I spoke about it in the micro with him. TikTok vs like that for you. It's just a macro. Back to why you considered hiring some people to get you a mention in a magazine. Got it.

[Protein Ball Brand Owner]

Yeah.

[Gary Vaynerchuk]

Yeah. Or having you show up on the Today show. You can be on the Today show every day, and you have no chance against somebody who knows how to make content for.

[Protein Ball Brand Owner]

TikTok. That's. That's the refocus. So we. We've been on the.

[Supplier Diversity Consultant]

Show, the.

[Protein Ball Brand Owner]

Issue, and we have an. We have an edge. We're fresh from the fridge that we're not. That's what happened after I went through surgery and treatment. The nutritionist said, no more protein bars. She said they sit on the shelf for a.

[Gary Vaynerchuk]

Year. They have sugar, process soy preservatives. I got.

[Protein Ball Brand Owner]

It. We have an angle. We have an edge, but we're not. We haven't been. Been successful enough, you know.

[Gary Vaynerchuk]

Yet. How old is the.

[Protein Ball Brand Owner]

Brand? We. Our website's only been there for a year and a.

[Gary Vaynerchuk]

Half. And before that, you were selling in.

[Protein Ball Brand Owner]

Stores. Really? We're really pretty.

[Gary Vaynerchuk]

New. Yeah. We were dipping our toe in it. Y. But now you're ready to go all.

[Protein Ball Brand Owner]

In. And, you know, I have a friend, and she said, get rid of everybody. Get rid of your whole payroll and. And just do AI. You know, put your content out on AI, do your blogs on.

[Gary Vaynerchuk]

AI. Did you ask her.

[Protein Ball Brand Owner]

How? She sent me an email. She said, I just made this email for you in under two.

[Gary Vaynerchuk]

Minutes. Yes, I think. I think there's a lot to that. I'm going to go with, like, that's not the. I think are intense in the right place. What's that? Yeah, I think you got to go all in on things that actually work. Yeah. I mean, look, I'm about. I think the bigger issue is everyone here is at the mercy of the creative they put into the world. So couple of things, I think, first of all, now I'm going to just kind of go, like, not off script of the energy, but let me make pretend that Harwood invited me to dinner to have dinner with you, and we're like, full dinner mode. The number one thing I would say for sure is that if I could convince the two of you over this dinner to do a daily or minimally a weekly podcast so it could be filmed for content. I do believe the story is off the charts. It's gonna pull in everyone. He's gonna be like the most loved man on earth. You know what I mean? He's a good man. He looks like a good man. He's got the good face. Like, I feel the energy. Like, all of us need to do is find sustained ways to produce as much content as possible. And I think what I figured out years ago was I'm just gonna film everything. Obviously then it's about can you introduce new people or different ideas. Your spidey senses based on your words are right. The variable of your success will be based on your advertising. Seems makes sense. What's crazy about the world we live in now versus the Proctor world or even when 360i was invented and Vayner was invented is now the Walmarts, right? The Wegmans. The dream places of distribution for you. What's that fucking place in La Erewhon? You know, like they now will come to you if you're good at content. Right? It didn't work like that back in the day. So I think the biggest thing that you have to your product comes very natural to me in my mind. I think in these terms. I even said to these like take your skills and bring them to this show. The prime the beast's chocolate beast of like that's the future. Like human based. Like this is you're the future. If you don't succeed in this, you will see someone that looks exactly like you two with the similar stories in 11 years and you're gonna look at each other and be these motherfuckers, you know, like it's very, very clear that you have to have a very compelling organic social media presence. What you have to figure out, that's easy. That's like you could have read that in a million places. How do you two, even if you two are not in it though that would be my preference. But listen, as someone who's a public figure, a lot of shit comes with that. And it's not for everyone. And it's not right like it's not for everyone. And like. And by the way, here's another thing real quick. Good for you to hear as well. You can also come in and out. People think like it's an all or nothing thing. Sometimes you're a public figure, sometimes you're not. You know, like it's okay and you control your narrative. Right? Like I keep my personal life very private. So it's not like you have to tell them your pillow talk. You're in control. But I think what you have to do is put yourself in a position to make as much like if I was your third partner and this is what I did full time, we'd probably put out 55, 60 pieces of creative a day across seven.

[Content Distribution Specialist]

Platforms. We're doing that with some of our clients for sure. And there's like we can talk about later. I want to hijack this but there's very cheap, simple software.

[Protein Ball Brand Owner]

Tools. That's what I was going to say. How do we incorporate like besides us making the content, how do we.

[Content Distribution Specialist]

Find you guys initial content library? Like you said, you can't skip that part. You got to create all the content but then getting it everywhere else. Now that's where we're dipping our toes in.

[Gary Vaynerchuk]

Having. Yeah. And now with AI it's even better than that. I built a team of people who had an eye for what to clip and when AI's gonna do all that. Like you're gonna upload the raw videos and it's gonna spit it out and distribute it for you software right.

[Content Distribution Specialist]

Now Clap K L A P.

[Gary Vaynerchuk]

App. There's another one called Getmunch and we're gonna talk. Yeah and by the way, I think all of you will. He can give you plenty that work for them. Here's even and both are good. I like both those platforms. Let me give you something even more fun. There's a website called Google and you type in AI software that helps you clip videos into good social media content. Enter what will happen. You'll get two paid ads probably for weaker, sometimes weak, sometimes not. All you have to do is actually just spend 10 hours which you would like this business to be successful. I have a funny feeling that you can allocate 10 hours to reading and watching video. How do you think we found them? You're just searching. It's just you gotta put in the work to find that. But again, yes, that is efficiency and efficiency.

[Content Distribution Specialist]

Matters. It's helpful for us to go from 0 to 1. Like if you haven't created content yet, get the library.

[Gary Vaynerchuk]

Going. Well, I want to talk about what he's touching on and where I'm really worried. I'm worried. What always happens with software is people think it does it for you. When he says the video library like he said it quick and he's right because for him it's just second nature. Like without that you have nothing. You on the receiving end is like, ooh, let me write down this site and I'm going to use. That's going to save me. That's going to do it. It's not. The part that I'm saying is the well, that's the software is the sync. The well is do you all understand how to put yourself in a position to produce as much content as possible? The reason I like podcasts is cause it puts you in a position to produce A lot of content. Also, when you have guests now, you can fucking prep for a podcast. So tell me about your childhood. What was your first house? You're an hour in if you just ask normal human questions, but then you have the clips. So I think, look, I think there's a lot of ways to think about it. There's other things. I don't know, you two, maybe you have a great 20, 30 person social crew and with a bunch of extroverts, you just might. I don't know you, but if you do, all of a sudden I see this, I'm like, okay, you need to throw at. I always think about two for ones. Like, I think for a lot of us there's probably, I assume all of us are kind of like similar in this. It's very universal. I don't think anyone spends as much time with friends as they actually wish they could. Like if you write, it's just a universal thing. Like everyone's busy. Like to me, let's say you two are just like just were talking about that, that you just aren't spending enough time with these four couples you love. My brain goes to if we're lucky enough that you're thinking that and we're lucky enough that those couples are extroverted or willing to be filmed. Now you can get together once a month, right, and have a protein balls and pairing with beverages. Literally actually have one human who's filming, friend, neighbor, you, youngest kid or just set up a tripad have dinner with eight of your friends, literally. And this week everyone bring a bottle of whiskey and we're gonna do whiskey with protein balls. We're gonna film and then you're gonna post produce at the end be like, all right, 80% of it we can't share because the Johnsons were talking about how their daughter's a piece of shit. And so that's but 20% you can. And now you're one TikTok away of people falling in love that like bullet burn and this go great together. And then the next month again, don't forget what you're doing. You're actually just spending time with friends, but you're getting doubles. Next time you're doing it with bottled waters and the next time with sodas and the next time with clean beverages and the next time with protein shakes and the next time with fucking juice that's super pressed from organic fucking leafs from the Amazon. Like, I think for all of us, the big elephant in the room is do you understand yourself? Do you not bullshit yourself? Are you self aware enough to know what puts me in the best position to film as much shit as possible so I can post produce it. Because having a shoot day is already like a different version of content anyway, and I'm not against it. You can supplement that with like one day when you do like 37 call to actions. You can have a shoot day. And I think people are accustomed to that. But I think the biggest big one is can you put yourself in a position to create content? Content is your answer. Everybody, if you enjoyed this podcast, please go back and look at the prior episodes. They're loaded. I appreciate your attention and thanks for being part of this journey. See you.