Monica (6:11)

Talk a little bit about, you know, the sort of range of people on social and a lot of people in this room, you know, have challenged getting staff when staffing was a giant issue for this profession. How can we be authentic with their social media posting and still live into who they are, but also attract and get in front of people who might be interested in Working there, as well as just making sure their clients feel connected and engaged. Is this something that they can be doing in a different way?

Carl (6:43)

Yeah. I mean, I think at the end of the day, I think a lot of you have built your careers through your people skills, right? It's not super complicated. I think people struggle to be authentic on camera because people are insecure, and people change in front of a camera because they're worried about judgment. On the other side, humans buy from humans, and some people overthink variables. I think a lot of us in this room are not gen Alpha, and we remember where a suit and tie and the way you presented yourself was an imperative variable. I think we can all agree the world has become dramatically more casual. I'm wearing a baseball cap. Things have changed. And I think that the authenticity is an incredibly easy game once you understand what's actually happening here, which is humans will always buy from humans when they trust. It's very hard to trust someone when you can feel it's not fully them. They're holding back. So, you know, all I would do is encourage people to not overthink what they're saying on video or in the written word or the copy that supports a picture they put out on these mediums, because that's what's hurting people. But I'll be honest with you, Monica. I'm not worried about that. I'm worried that I believe that every business in this room should be posting two times a day, minimumly on these platforms to get employees and to get customers. And I think we're millions of miles away from that in this room.

Monica (8:27)

It sounds like the mistake is not making mistakes. It's not doing it at all.

Carl (8:32)

That's right. I think people have done a ton of different things with social media that's hurting you. I think a lot of you don't post on it, on an ideology of what you think about social media. You know, there's a lot of people here who don't post on social media because they have a philosophical point of view about what social media means to society. I want the kids to go outside and play, too, but your political views or your ideologies of how the world should be should be left at the door when we're talking about making money. So I think people haven't put in the work to figure out how to be good at it. What platforms do what? What does the first three seconds have to look like in a video to get people to actually watch it? What's the copy that puts it so there's just a lot of one on one hurdles that I want to get through. But you know, as far as employee acquisition, it again, it is disproportionately the way things are working right now. This same 15, 10 mile radius advertising that I'm telling about to get a customer is exactly how you're going to find those needles in the rough that you're looking for for employees. Because it is not lost on me the friction that this industry is now finding with the expectation of compensation that the youth that used to drive so much of the scale is looking for in comparison to what you can actually pay them. But good news, AI is going to replace them all and so you'll be fine.

Monica (10:07)

So I'm embarrassed to say that I spend more time on Facebook than other channels my age and gender. Do they have to be in Instagram, TikTok and LinkedIn and Facebook if they want money?

Carl (10:22)

Like, what are we talking about here? You don't have to do anything. You're more than allowed to slowly go out of business. You know, man, I'm being serious with this. Like, look, what can I tell you? Like, I don't. I didn't want to wake up this morning and go to the gym. I really didn't. Like, I just think that this is. We're talking about business and work. I didn't make up the rules. I'm not happy that marketing changes every minute. I wish it was the 1950s. I would be Don Draper. I'd be in midtown Manhattan right now having a cocktail and doing business. I don't like that this stuff changes. You've seen my career for 20 years. I've been on top of everything. Do you know what it feels like to be at the top of the game and then see TikTok come along and be like, damn it, now I have to learn all this too. I'm not thrilled. I like easy too. I'm a human. Do they have to be? They don't have to do anything. But you're missing opportunity for customers and employees. If you're not on these channels, you're allowed to decide. But the world's changing. How many people here get business from Google AdWords? Raise your hand. Raise it high, please. I'm just trying to get a sense. Right? So for the seven or eight people that just raised their hands, again, a problem. We'll get to that in a minute. I mean, Google's in trouble right now as we all sit here. AI, how many people now use chatgpt or Perplexity to do Search instead of just Google. Raise your hands. Look at, raise it high. Actually stand up. If you don't mind. Please don't be lazy on me. I want your fellow teammates to see this.

Monica (12:01)

This is a good showing.

Carl (12:03)

Please keep standing up. If this is you, this is important. This is a room that barely raised its hands for social media marketing and search. And yet more than half the room. And again, this is not the Silicon Valley elite we're looking at right now. More than half the room right now is now using ChatGPT versus Google. This is a profound indication that I want you to see. What do you think's happening to Google adwords if all these people are no longer even seeing it? You can sit. Thank you. So things are changing. Google AdWords is going to look like the yellow pages in seven years. That's crazy. So for that gentleman in the white shirt and others that raised their hand, they're going to start losing those customers from that channel. We have to continue to adjust. That's. I just don't know anything else than adapt or die. I prefer not to die in business. It's a bad outcome. Says.

Monica (13:02)

All right, well, let's, let's talk a little bit more about AI.

Carl (13:04)

Okay.

Monica (13:05)

Obviously it's here to say it's scary in some cases, but it can create efficiencies. What should this room be thinking about for AI in our day to day? I mean, you just talked about ChatGPT, but what else can we offer?

Carl (13:19)

Well, I think it all depends on how you want to look at it. The reality is this is the biggest technology shift that we've faced since the Internet itself. This is big, big. Let there be no confusion. This is the biggest opportunity to people in this room. And this is the single thing that's gonna put people out of business in this room. It's black and white. So I think first and foremost, actually this is a good question for this room. How many people in this room are retiring in the next five years? And I don't mean you're gonna crush it and like dominate the next five years and buy an island. I mean, you're old and you're finished. All right, so for this, oh, seven. So for the seven people that just raised their hands, I have some good news. You'll probably be able to use one of my least favorite business strategies, which is this, on this issue and probably see yourself out for the rest of the people in this room. And I could speak for five hours on why I think social media, videos and advertising will change your life for as much passion as I have on that, I'd be willing for you to never do social media marketing in exchange for you spending one hour a day going forward learning about AI and using AI. This is big, big man. This is big, big, big, big, big. Like nothing scares me. Given who I am as a businessman and entrepreneur, this has eaten up an enormous amount of my time in the last year to protect myself from having my companies exist. Here's why. This technology will be better at doing my taxes for me than anybody in this room. And it won't even be close. That's it. I don't know what else to say. And it will take one second and that's real. And like, I don't know how you don't focus on what does that mean? Right. This leads to why I want so many people to build personal brand in here. I believe one of the few things that will be defensible in the next decade or two is people wanting to do things with you. And I think the way people want to do things with you is they discover you and see you every day on the Internet. But the task at hand is profound. The AI is able to do all the work and that's that. And I don't know how to sugarcoat it. So there's a couple things. In the next five years, 10 years, before consumers fully go to a place where they are using these tools at scale. For a lot of people in the next two or three tax seasons, if they listen to me and learn how to use AI over the next year, next year's tax season, it will be them and AI doing all the work. And they will never worry about the issues that are having with employees or outsourcing to the Philippines or anything else ever again.

Monica (16:40)

I think that's great news. I mean, this is a relationship business. Trust is paramount. If they can take away some of the menial tasks and focus on the relationships and the consulting, that is where.

Carl (16:53)

They make that second part. That second part. I think this is not lost on any of you. I know a lot of you are moving in this direction, getting into the consulting, being the right hand. It's going to become imperative. Trust is going to become so uncomfortably important. Trust over task should sit as a sign above everybody's computer screen. It should be your wallpaper on your iPhone right now. Trust over task, getting paid for just the blocking and tackling of what you've done historically is going to get harder and harder. Getting more integrated and becoming a considier to these businesses, I think has incredible Merit and would be 100% what I would be doing if I was sitting out there.

Monica (17:46)

So this group would not say that they're bleeding edge.

Carl (17:50)

Leading edge, you don't say.

Monica (17:53)

But they want to be in the mix. They're, you know, they know that they need to be in the game. You know what, how can they be on trend related to AI and not, you know, bleeding edge?

Carl (18:07)

And by the way, when I say, you don't say I, I go to every one of these events with zero pre judgment or what have you. My answer is based on the fact that, you know, so few people are doing the social media marketing and the Google AdWords. But I have good news. What's amazing about technology is you could have missed every trend of the last decade. And if you actually decide to get serious and do the homework, an hour a day, what does AI mean? How do I use AI? And AI is crazy itself. You can use AI to get smart about AI. You can literally go into ChatGPT and be like, literally, this is what you type in. All right. This morning I was at a keynote with Gary Vaynerchuk and he made me feel some sort of way like you could literally type these kind of things in. I am an accountant. I am a fractional cfo, whatever it might be. You can literally talk to it on, like, literally for seven minutes. Seven minutes. The biggest issue right now for a lot of you using AI is you don't know how to be good at using AI yet. Remember when we first started using search engines, we didn't know what we were doing either. The first time I used a search engine, I just typed in wine enter. I didn't know you got better at it. You're going to get better at using chat, CBT and things of that nature. But you can literally talk out and say, what are the 13 apps I should be using if I'm an accountant to save myself 10 to 15 hours a week on tasks that I might be doing in Excel? I mean, it's incredible. Like, literally talk to it like you're talking to a therapist or a strategist. It's profound. I don't even type. I literally audio it. So I get every nuance of what I want in there. So I think what I'm excited about, what motivates me to continue to do what I'm doing right in this nanosecond, is I'm desperate for one person in this audience to hear me and say, you know what? I have an hour a day. Yeah, like, I'm doing this for another 20 years. I don't want to fall behind. This is real stuff. Gary's not wrong. Let me put in the hour a day and you can literally go from someone who's been not on the bleeding edge to being the most bleeding edge because you put in the work. I genuinely think about it like health and wellness. This will not be lost on this crew. I'm sure you're aware. Maybe you've lived this in your life or you've seen it in someone that you know. Some people do not live healthy for 20 years. Eating, drinking, staying up, like no exercise, and then they just start and it's a little ugly at first, it's hard, but a year later it's a lot better. And that's exactly how I feel about this technology thing. You might have been the person that like passed on learning how to do goose search and you kept doing direct mail. Instead you decided social media was stupid. You could have been. Now apps like, you could be that person. And yet tomorrow you can decide that this keynote this morning motivated you and you agree that. And now you spend an hour a day researching and you could be cutting edge in a year. And I could not recommend that more because I believe that this AI thing is big, big. And some of you are old enough looking around here to remember we underestimated the Internet. And a lot of the Internet companies have been a problem for our business too. And this is bigger than that.

Monica (21:34)

All right, so not just in your business, you spend time with a lot of companies all year round as well. What's an example? And it doesn't have to be AI specifically. There's other kinds of automation. But how. What's a great example of a company that used automation or AI to sell their strategic services or build another business, like do something drastically different?

Carl (21:57)

Well, I mean, you know, what's. That is just, I would argue that's the plight of everything. Let me give you an example. When the iPhone was invented, it changed the landscape, right? And so when I basically think of that as the watershed moment that we all live in today, I mean, when I think about companies that have built things, I think about things like Uber, like completely transferred Waymo now, like Waymo. I mean, self driving. Like, what about the way people order from restaurants? Do you remember? And again, this is what's fun, not talking to a high school crowd. Like you remember that we used to like have to go into our kitchen drawer and find a menu and call the restaurant and stay on hold and place the order. And my answer to your question is everything. Every business has transformed. People have taken market share. People have evolved. Look what's happened to retail. Like, everybody in this room now has the expectations that they can order a blender and it should be at their house in a couple hours, not wait till Saturday to go to. You know, like, I mean, I. It's funny how that question formed in my head, man. Like, I don't think anything's the same. Look at dating again.

Monica (23:26)

It's actually worse in some ways. I mean. I mean, just like the apps instead of the personal connection. I don't know. Like, dating. That's a hard one.

Carl (23:36)

Yeah, but. But it's. But remember, like, the app is just a gateway drug to get you there. Right? It's just the technology to get you to the date. I do not think, like, randomly going to bars with the hope of finding your spouse 30 years ago is some ideologically better thing than using an app to find someone you're attracted to or have a conversation with to then create a date later. Right. I think that what we do is society and business. People are very good about being romantic about yesterday and demonizing tomorrow. I remember, like, a couple years ago when people were like, you should send people letters. That's good. I'm like, why? Like, why did we put, like, writing on a piece of paper and sending it in the mail? On this ideological pedestal versus sending a text. I understand why we did it. We decided that that was more effort and meant more. But so is like, walking instead of driving. So is a million things. I think we are incredibly scared of being left behind. But I want to remind everybody here, you're only left behind if you choose to be lazy. Exactly. All right, but I want to say something that's important to me. This room is full of judgment. You're business owners and executives. You've judged Gen Z workers for the last five years. You love to say, in my day, during tax season, I would have worked 800 hours a week and got paid a dollar. These fucking kids are full of. Right? Right. This crew has judged the living crap out of. A lot of people in this room have been successful. You've judged. You have so much pride in how hard you've worked. I know this crew. I am this crew. Here's my problem. Why are you being lazy now? You judge people being lazy and things that come easy to you. I'm not interested in what comes easy. I'm interested in what comes hard. I get that you didn't grow up with AI and social media. News alert. I'm 49. I didn't either, but I put in the work. Oh, it got quiet in here, Mon.

Monica (26:17)

All right, I want to talk about something that I saw this week from you that spoke to me.

Carl (26:21)

Okay.

Monica (26:21)

And it's about how we feel as. Oops, sorry. How we feel as humans. There was a post that got into what you give out, you get back. And it's about our narrative. And if you think about what you post or actually a conversation in your kitchen, you're talking about a ski trip, and all of a sudden we all know 30 minutes later we're seeing destinations and ski sales in our feet. But you talked about if you're trying to feel better and be more positive, what you put out there is what you get back. Can you talk about that? Because I thought that was amazing.

Carl (26:59)

What I was referring to in this piece of content that went viral this last week is people think the algorithm is changing you. A lot of you have demonized social media because you think it's bad and it's trying to pump certain things. What I don't think any of you realize is your news feed, your algorithm is actually exposing who you actually are, not changing who you are. And in the video, I said, you want me to prove this to you? I've got a way to do it. And by the way, I hope some of you do this. What I'm about to say, if you want to go into Facebook right now or Instagram or whatever app you use, TikTok, if you go into the search at the top and you type in motivation, positivity, good news, good vibes, happiness, joy, you type that in and you get results. And in those results, you go to all the videos. 20, 50 in the video, I said 200 of them. And you like 200 of them. And you leave 25 comments on the posts, the next morning when you wake up, your entire algorithm will look different. The end. The end. And so I think that humans have become incredibly good at not being accountable. We have become the generation, including our generation, of pointing fingers, not thumbs. It's this president's fault. It's that president's fault. It's my mom's fault. It's my dad's fault. It's my boss's fault. It's China's fault. It's everyone's fault but ourselves. Because I'm such an advocate for marketing on social media. I'll be at an airport. It's happened several times in the last year. And a parent will come up to me, like Gary Vee, big fan. But I gotta tell you, I really don't like that you push social media. It's really bad. And I don't like my 14 year old being on TikTok. And I look at these people and I'm like, so take it off their phone. The hell do you want from me? I'm literally talking about these things from a business lens. I'm not telling people that it's good for their health or they should do it. If you don't like it on your child's phone, be a goddamn parent and delete it off the phone. Amen is right. In the same way that I'm concerned that a lot of people have ideologies or political views about these things right now and not using it for their business. If I didn't, you know, you know this about me. I'm inherently incredibly private. I've posted more than any human in the last 20 years. But none of my family, no pictures of my kids, none of my personal beings. I'm private. I don't want to share that. I view these things as business tools. This is marketing and sales and recurring revenue and real life that you need to pay your income and your taxes on. Your life is dependent on your business. These tools are incredible for that. But yes, I think that a lot of people in this room, if you don't like what you're getting in your feeds and you're feeling depressed, it's because you got sucked into fear. My friends, mainstream media pushes fear both sides. It's all fear based. And then humans on social media amplify that stuff. It's just fear. And I don't believe in that fear. The data's very, very black and white. My friends, let me say this nice and slow to everybody. I really want you to leave with this. This morning, as we sit in this room this morning, this is the greatest moment to be alive as a human being. For life expectancy, for civility, for all the things that you think are happening bad in the world. People are, man, it's so crazy. People are like, Gary, the kids especially are really sucked into this bullshit. They're like, gary, it's never been worse. I'm like, bro, do you know what the Holocaust was? Do you, have you ever, did you have history class? Do you know what the Black Plague was? You know what Hiroshima is like? People are like, do you know that everybody used to die of heart attack? Our grandparents generation all died of heart attacks. We didn't have that figured out yet. Remember when people like when most of this crew was kids when somebody lived to 60. We're like, oh, not bad. And so I think people are delusional and have bought into the wrong narrative. And so to answer your question fully, you don't like what your feed looks like, you can change it today in two hours. The end. Love it.

Monica (31:29)

All right, let's talk a little bit about making the shift. So again, we're, you know, we want to move toward an advisory mindset. How does this group, this room, become more entrepreneurial and innovative?

Carl (31:44)

Look, I think I always think about the path that has least financial, you know, because I. I was born in the Soviet Union, so I grew up very, very poor in immigrant life. Like, my family business had no money. So everything I think about is how do you use the least amount of money to make the most amount of stuff to happen? And that's why I'm obsessed with social. I don't know if you know this. It's free. Like, you know that's crazy, right? Like, I'm a marketer. Like, direct mail, newspaper, ads, radio, television, billboards. I did all that stuff for my family business that all cost money. When you send direct mail, like, hey, use me for taxi, that costs money. Social media is free. Free. So I believe the. And I'm just gonna be very prescriptive about this. I believe people in this room taking a phone to their face every day and giving advice as if they were giving advice to a client in front of them. Things to think about. You know, what's amazing about this group is that it has incredible amounts of experience and pattern recognition of what common problems are, mistakes people make, issues. And if you put that out there, it will come back to you. I believe that is the entrepreneurial spirit that people need here, which is the biggest opportunity in marketing history to get new customers is sitting in front of them right now, and most of us are not taking advantage of it. And I hate to be a dead horse, but I also hate making up stuff that isn't true. There's not a lot of things I can think of that are gonna crush for this room with very little cost. That. That is the thing. Daily videos on Facebook. Especially Facebook, because after you post the video organically on your page, this little move that I keep telling you about, to spend $50, $100 to amplify the video locally is the best tactic for businesses in this room right now.

Monica (33:43)

All right, so I mentioned earlier the staffing challenge.

Carl (33:47)

Yep.

Monica (33:47)

And potentially killing younger people, but it goes beyond that. So what about culture? I mean, you Talk a lot about culture. Talk about how this room can build a culture of innovation, A culture that they can attract not just younger people, but also engage with their audience.

Carl (34:06)

How many people here have more than 5 employees? Raise your hand. Love it. So let's start with that part. I could not recommend more until I had 150 employees in my company. I met with every employee, one on one multiple times a year. Dinners, group dinners, one on one dinners, 15 minute meeting check ins. The way you build culture is by giving a crap. There are people in this room who have 10 employees who've not had a one on one for an hour with two of their employees in the last three years because we get caught up in other things. I get it. But I could not recommend more. The thesis that has built every one of my businesses, which is I work for them, they don't work for me. The second you actually believe that, and I'm not saying that up here as like a cheerleader, rah, rah, rah. I'm saying it because I believe the number one vulnerability a lot of you have is, is lack of retention. Right? That's what you don't want to happen. I know, I know your business well enough to know, right? You'd like to have the same crew. It's easier. I really believe the way you retain people is by caring about them and realizing that they all have different wants and needs. I think the thing that was really eye opening to me growing up, you know, my father spent the first 23 years of his life in the Soviet Union. And so when I started working for my dad, he was the scariest, meanest boss I had ever seen. He was really tough on his employees. And it was just Soviet stuff, you know, it was just. Because in the Soviet Union, I know you guys are a bunch of Americans. Let me educate you on what goes on over there. It was all black market. Everybody stole from every thing because it was all communism and it was just yucky. So literally when I was 14, this is a funny story real quick, for one second, let's. The first day I ever worked in my dad's business, I was 14 years old. We lived 40 minutes from the store. My dad wakes me up at 7am I'm like devastated. This sucks. You know, like he's dragging me to the store. My dad is the opposite of me. The dude does not talk. So we literally, literally drive 40 minutes and my father does not say one word to me. We pull up into the parking lot, he turns to me and in a heavy Ivan Drago accent looked at me and said, keep an eye on the employees they steal. That was the culture I was brought up in. And every essence of my body thought it was wrong because my mother was a complete angel and saw the world completely different. And I was raised by that woman at that point. I promised myself at 15 that I would be the best boss of all time. The biggest thing that I learned in this quest to be that good is that employees have different wants and needs and it changes every year. The reason I want you to meet with your employees all the time is because this year Johnny wants a $5,000 raise. Maybe you don't want to give it to him, but that's what he wants. And maybe in three years, because he just had his first child, he wants a little more work life balance during tax season, which you may not want to give, but by talking to your employees constantly, you will have a better pulse of what makes them tick and it will give you the optionality to be able to feed that appetite at the time, which creates a higher propensity for you to create the retention that you're looking for. I believe in culture over everything. Absolutely over everything.

Gary Vaynerchuk (37:47)

Thank you for listening to another episode of the Gary Vee Audio Experience. We will see you next time for an all new episode.