Transcript
A (0:00)
The ability to understand how to create creative, to fill the pipes of the seven social networks that staggeringly dominate the attention of society is probably the biggest requirement of a business and is still something most people don't think about. The way you navigate it is through skill, strategy and understanding what's happening. I have 137 full time employees right now, hopefully working on just understanding what the thumbnails on Instagram posts need to do to maximize organic reach. 137 full time employees. This is the GaryVee audio experience.
B (0:50)
I'm really excited to have you here today and you obviously have spent much of your career talking to some of the biggest companies in the world as well as some of the smallest startups and founders. And earning relevance has been something that has evolved over the last decade, even the last couple years. So can you maybe just share with the audience what you've seen change and how you've seen it evolve in your conversations with leaders?
A (1:17)
It's a really great question. I mean, I think relevance is very understood by most people as the gateway drug to consideration which then gets people to buy. I think the biggest thing I've seen change in the last 15 years is we're going away from the one size fits all. The fragmentation of the media landscape, the acceptance of different ways to do it. I mean even the casualization, right, you know, a 49 year old businessman 30 years ago isn't wearing jeans and, you know, sneakers and a cap. I think that there's a real opportunity for Fortune 50s, let alone 5000s to understand that relevance at scale with as many different consumer segmentations is what the startups that are going from 0 to 100 million in B2B and B2C are doing proper that they struggle with. So I think the biggest change, I think is just the scale of understanding relevance to many versus creating a brand and forcing it down to many is the debate and in my opinion the opportunity. Great.
B (2:38)
And as you've thought about and looked at in the last kind of ten decade or so, consumers have also changed a lot faster here. Everyone has a cell room, they're on multiple different social media channels. What are you seeing that consumers expect of the brands?
A (2:53)
They interact with everything defined by them, Right? All of you know this. In this crowd, there's certain categories of products and services that you can right now, as we're sitting here together, you realize you ask very little of that, like you don't care, you're agnostic. How many people here are into wine? Raise your hands. I just want to See, raise it high. Don't be scared. So for the people that raise their hands, they have certain expectations when they drink wine that all the people that didn't raise their hand because for them it's just a white wine or a red wine. But for a nerd like me, there's so much. I expect then you get into the technology advancements of the last decade. Everybody knows the term convenience is king. I think convenience is kind of the cost of entry at this point. If you're inconvenient, if you're creating any level of friction in your, in your micro or even macro UI UX experience, you're in trouble. I mean, it's profound how entitled we've become with time. We expect everything so quickly, right? I was on a flight out here and the wi fi did not work on the plane and people lost their fucking mind. And trust me, I needed those four hours to work as well. And I get it. But maybe coming from such humble beginnings and being so well parented and having a good perspective, I was smiling at this incredible technology that was invented. We're literally in the air on a metal machine with WI fi. And you know, so I think our expectations are through the roof. We expect everything of certain things we care a lot about and we expect very little, I think, for all of our businesses and everybody here. You need to figure out those two consumer segmentations and how you think about them and then obviously the severity of your product. You know, I expect very much major, major execution from a surgeon versus a bottled water.