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This is the GaryVee audio experience. Hey everybody. Before we start today's podcast, I put out a new deck. I know the Pyramid deck changed everyone's life. Go to GaryVee.com attention. A free. How many pages does it sid? A free 47 page deck that is free that will change your business, your life, your brand, your world. Go check it out. Now to the podcast. Fear is the only reason someone here is not doing something. Do you understand? Now let's break down fear. Why? One of the things I say a lot in my content is to spend time with elderly people who are not your grandparents. Because you talk to your grandparents, they'll just shit on your mom. And it's super weird. But if you talk to elderly people that are not your family, you will learn quite a bit. You will learn very quickly the number one thing you should not do, which is allow fear to dictate how you live your life. The number one thing that people in their 80s and 90s talk about is what they wish they did. Always, always promise. And so when I thought about what I wanted to talk about here, it was really only two main things. One, how do I eliminate your excuse? Because when you're scared, you spend all your time building up your excuses. How do we hang out together today on this day? And how do I figure out different things to say or when I do the Q and A to get someone here to say today, this talk, this moment, is the moment I'm really ready to not be scared again, that if I jump, no matter how hard I fall, that's better than not jumping, which is 100% true. And then number two, how do I address the only other thing that could be happening which is actually very practical? Fear is fake, my friends. Fear is fake. What is not fake is responsibility. Some of you are not ready to jump because you're the person in your family that pays the rent. And if you don't pay the rent, you don't have a house. You're the person that puts food on the table. You have responsibilities. Responsibilities is not fake. This is why I'm obsessed with this. This. A lot of people don't like right now because they think we spend too much time in it. That's fine. You're allowed. This is also literally the key to your ability to, to address your practicality issue. This is the only weapon that can solve your problem. When you have responsibility and you have to do a job or something to pay the bills, this is the only weapon that is practical that can change your life. And so that's what I want to talk about. I. I wanna talk about this because talking about fear and how it's holding you back, that might take years of therapy, that might not be today. Maybe today's the first seed, and maybe in three years this seed blossoms and you're ready to jump. Everybody here, whether it's kissing a boy or girl, whether it's swimming, whether it's jumping out of a plane, whether it is riding a bike, everybody here has felt fear. And everybody here, at some point in their life, 100%, has gotten over the hump. And then most of all realizes what the fuck was I scared of? So that, that I can't control, that I can encourage, that I can give you all my energy. That just came from New York City. I want to give it to you. I hope somebody takes it and uses it to jump. But that I'm not as much in control of, of what I really want to talk to you about, which is this weapon. Because there's some people in here who literally are just letting fear be what's stopping them. And they're just worried about the judgment of their parents, of their siblings, of their spouse, or the worst strangers on social media. But I also know that the majority of people here, it's not just fear, it's responsibility. And so that's why I'm going to focus on this social media. Social media is free. I just need everybody to follow along with me right now. Social media is free. It's fucking free. When I landed here and I saw a billboard of this expo, which is a good job, marketing, I don't think they got it for free. You pay for a billboard, you pay for newspaper, you pay for direct mail, you Pay for Google AdWords, you pay for television, you pay for PR. Social media is free. You can run ads, but you can post something right now and 10,000 people could see it. How many people here know who I am? Raise your hand. Thank you. Actually, how many people here. This won't hurt my feelings, so don't lie. How many people here don't know who I am? Okay, Fuck you. I'm kidding, I'm kidding, I'm kidding. Listen, listen. For 15 years, I have worked every day to make videos and pictures and written words on the 7 to 10 platforms that have mattered to allow me to have the incredibly humbling feeling of having so many people here in Mexico City raise their hand and know who I am. That has allowed me to amass a lot of followers. And three years ago, if I had 10 million followers like I do today on Instagram, or 15 million followers on TikTok like I do today. And you had zero when I posted. I got a lot of views and you got none. That changed three years ago. I need everybody here to pay very close attention to what I'm talking about right now. Cause it is the single most important part of my talk besides fear. Three years ago, the entire world changed. It changed because TikTok had become successful enough to start pressuring Twitter, Facebook, Instagram, YouTube and every other social media platform. I grew up in social media for the last 15 years and it was more similar to email marketing. How many people here, by show of hands, have done email marketing in their careers? Please raise your hands. Raise it. Actually stand up. I want to see it stand up. If you've done email marketing in your career, don't be lazy. Get up. It's good for your blood. Let me just see. This is phenomenal. First of all, that's super cool. I love email marketing. So thank you. Thank you. You can sit down. So for the half of you that just stood up in this room, you're going to understand what I'm about to say. For the first 15 years of social media, it was email marketing. Get as many people to follow you and a percentage of those people would see your post every day. Three years ago, social media became not social media anymore. Social media today should actually be called interest media. How many people here are on TikTok? Raise your hands. All of the people that just raised their hands. First of all, how many people here are not on TikTok? Raise your hands. Not on TikTok? I don't know what your points of view on it is. China tracking. I don't know what it is, but you could put that on the side, you know, like the kids on it. Let me just say one thing that I believe in more than anything when it comes to business. Business, just business. Your opinions of, like, what makes you feel good to yourself are your vulnerability to what the consumer is actually doing. So that's for all the people that raise their hand. Nonetheless, TikTok, everybody who raised their hand on TikTok, and now it's happening on Instagram and Facebook and Twitter. So whatever platform you're on, you know what I'm about to say. You no longer have to follow people. The content you want comes to you. The fact that I'm standing here in this talk and I know that I'm saying very compelling stuff which I genuinely believe will inspire. Let me look some people up there I know that 10 people in here are gonna listen to me and do something. The fact that one of those 10 people has never posted on social media and their third or fourth or fifth post next week is going to start the beginning of them changing their lives is single reason that I continue to do what I do, period. It is so rewarding. Thank you. I wish this on all of you. On the flight here, I caught up with my work and so it gave me time to read my direct messages and my emails that are not business oriented. There's not a day in my life that I live that people do not email me and say thank you for the details that I'm sharing with you right now. Because one social media post, one can actually change your life. That is insane to me. I know when I say it out loud that people here that maybe are not as knowledgeable about what I'm talking about may not believe. What's that, brother? You're welcome. You need to listen to me on this. There is no logical reason that a person or a business, whether you're an accountant, whether you sell T shirts, whether you own a restaurant, there is no logical reason for a human or a business to not be posting on this era of social media, as much content as they possibly can produce every single day. I'm gonna make a prediction right now so I can use this video. Hey, Dustin. I'm gonna make a prediction right now so I can use this video in 15 years. So I'm gonna be selfish right now. But I want you to listen to what I'm about to say. All of you are going to regret when we go away from this and we go into glasses and social media will be different. All of you here will regret this one era in the last hundred years where the world's attention was on a platform that was free. All of you, some of you that have been following me for a long time regret not jumping on TikTok seven years ago when I was begging you to. I get it. And the ones that did felt the effects. My friends, this is a very special time in the world. It's also a dangerous time. The rules are getting rewritten. You all know this because the television is no longer in charge. Do you understand? The television is not in charge. And this is a remarkably important fact. And so now let's talk about this part of the conversation. If this is true, what happens next? What happens next is self awareness. Okay, let's say you're listening to me and even if you are making content, you realize I'm making 50 pieces of content a day. I have 30 full time employees that work just on my content. I'm pot committed. So some of the people in here that are like, yeah, I'm doing it, you're not fucking doing it. So if you think you're doing it, quadruple it. And if you're not doing it, start. Because for the people here that are like, yes, I want to be talking about health and wellness or gut health or travel or, or football, your football, not mine, or whatever the fuck you are passionate about, you can't quit your job and just start it. But you can do what I'm talking about every evening and one post can start your career. For you to no longer be a lawyer when you want to be an influencer about football or wine or travel, that's real life. Our grandparents did not have this. We are the lucky generation. The problem is most of you are not fully taking advantage of it. So for me there is no excuse. I understand responsibility, I've had it my whole life. But I do not understand not changing your life. If you're interested in being happier, why not? And I cannot believe that we have this. And I cannot believe how many people continue not to use it. If you're B2B. LinkedIn is crazy. LinkedIn is crazy. The amount of opportunity on LinkedIn every day if you make a video is staggering. If you're an employee and you don't love your job or your company, you're one LinkedIn post talking about the industry you're in away from somebody recruiting you to a competitor and you making 10 or 20% higher than you made yesterday. The single greatest opportunity in the world for people to change the outcome of how they live or how their business is doing is called organic social media organization. Social media posts without spreading media. I do not understand. I continue to fly around the world begging people to hear me. It's free. It's free. And the fact the first 10 years I understood it took time to build up to a level and most of you do not have patience. I understood. But that's not even what it is anymore. There are people literally in here who've never posted on social and are gonna post on TikTok and the sixth video is gonna get more views than I get and I've been doing it every day for almost 20 years. There is a level of merit to the individual piece of content that we have never seen. That level of merit is the great opportunity of your life. I really have nothing else to say. I really don't I will and we'll do the Q and A, but I don't have anything else to say. You should spend the rest of your fucking. You should actually all leave right now. Like leave empty place. And should go home and start using AI, ChatGPT or Google to teach yourself the next part, which is how to be good at it. Right? I'm telling you what it is, but that doesn't mean you're going to be good at it. I'm telling you what it is, but a lot of you have already tried and it hasn't clicked because you haven't brought enough value to your audience. My friends, this is a staggering reality. And I'll be honest with you, for the ones in here who've seen me speak before or have consumed my content, the level of urgency that I'm speaking on this stage on is grounded in reason. It's called I don't think it's gonna be here in 10 years. Not this way. I really do believe that glasses are coming and I think when the phone goes away, there'll be a reset. And in that reset will be a lot of lost opportunity. And I really, really, really want you all to grab it because you will regret it. You'll regret it the same way all of you regretted not buying Bitcoin four years ago. I love you back, brother. Self awareness. Some of you are shy on camera. Good news. You do not need to be on camera for this to work for you. I need everybody to hear this. You do not need to be on camera for this to work. There are many people who are winning in social media just by writing, only writing. Nobody knows who they look like. They don't even use their real name. You do not need to be on camera. Number two, you're like me, not a good writer, but you're unlike me. You're scared of the camera. There's a third option. It's called voice. You can do an entire channel where your point? I could make content by pointing at you and talking about it, and you never see me. There are three ways to win on social media. Written, audio, or video. You must figure yourself out and be okay with what you're comfortable with. It's okay to not love video. It's okay to not be a good writer. It's not not okay to lie to yourself. Hey, everybody. Actually, if you're a really hardcore listener, you know I never do this. I'm sorry to be jumping in the middle of the podcast, but the truth is I'm like shitting the bed on this. Everybody else is getting people to review on Spotify and Apple. And like the Vayner Nation does none of that. Cause I've never asked. So if this podcast has ever meant anything to you, please go to Spotify or Apple right now and leave a review. By the way, even if you give me a one star review cause you think it's shit, I respect it. But just leave a review, an actual review, four or five stars, and the actual details of why. Yeah, that would mean something for me. So thanks. Now back to the podcast. Understood. I want to go back to fear. There are many of you that are literally not jumping into your destiny because of your parents. Just the way it is. It's how the game is played. A lot of you are not doing certain things because you love your parents and you don't want to make them scared or disappoint them. I want to talk to that crew. Actually, that's a good question. And this might be a little bit difficult, but I ask you to be honest for the rest of the audience. How many people here are not actually changing careers or starting a business or doing something in their personal life potentially because they don't want to disappoint their parents? Raise your hands. I want to see it. Raise your hands high, please. Great, good. I want to talk to the 50 people that just raised their hand. Because I know it's 150 people. Because some of you might be sitting with your fucking parents and you're like, fuck that shit. This is my favorite one because it's the easiest one to explain. I study people for a living and have my whole life. I've come to realize the people that don't do things because they love their parents so much, they don't want to disappoint them, eventually, as they get older, actually end up having worse relationships with their parents. Because what you'll do is you'll start to resent them and not be accountable that you're in control. And so instead of right now having a little bit of discomfort and maybe some negativity for a short period, you're going to have it forever. And then they're going to die and you're really going to regret it. Because hopefully they die when you're 60 or 70 and then you're going to feel like it's too late. You gave up the last 40 years of your life. My friends, let me promise one thing about your parents. Obviously there are some parents, unfortunately, whether it's psychological or drug abuse, obviously there's some parents that are very challenged. But I promise you, for the people in here who have the most conservative parents or traditional parents, your parents love you. They, they want you to be happy. They will be hurt by you doing something that they're scared of. Marrying the wrong person, taking the wrong job, needing them to pay for you because you took a risk and you have no money. They will be scared. But I promise you, I can't think of a single thing on earth that is more vulnerable and riskier than living your life based on what you think your parents want. It is always, 100% of the time a losing formula. You must stop it. Understood? The partner you choose. In life, there's a lot of you that are not doing things because of your partner. That's bad. And it's hard. You could feel the room change when I just said that. It's a big one. Any partner in your life that doesn't support you is a selfish partner. Doesn't mean they're bad. Means often. Believe it or not, I'm going to make this very simple. It means they're scared. In fact, a lot of times it's because they love you so much. They're scared if you go do this thing, you'll become slightly different and you may not want to be with them anymore. And they can't bear to think of that because they actually love you so much. A partner that does not support a partner that does not support a partner is living with insecurity, not hate or anger. Insecurity, my friends, is the most dangerous energy in our society. Insecurity is the seed that leads to darkness. It's like Darth Vader in Star Wars. That's why that movie is the fucking best. They fucking nailed it. Insecurity. And by the way, just like Star wars, insecurity and confidence is a very thin line. That's why sometimes they confuse you. Ego, my friends. You must build up the courage yourself to have a real conversation with your partner that does not support you. You must come from empathy. Because if you come from anger or negative energy, it will be met with anger and negative energy. I believe the greatest strength in the world is the ability to be the bigger person, even when someone is doing something wrong to you. I believe, in fact, the reason the world is struggling right now is that we've lost civility because most people don't have the confidence to be the bigger person. In the face of someone's action not being good, we go down instead of up. And so I ask all of you, I come here for Impact. I come here for impact. I'm also been doing this a long time. I'm aware that 99% of this room will not fix their fear and will not act on the tactics of social media. I know it. I wish it. I wish, I wish I could always reference fucking Mexico City as the one crowd that fucking did it. You guys are full of shit. Promise. You cheer here because it's easy in the seat. But then you leave here and real life starts to sweep back in. Uh huh. That's why that clapping's happening. Whoever's clapping their nose, you get the high of this. But then it seeps away as you go away. It takes incredible strength to address the two things that I'm asking. It's Mexico. I love fucking Mexico. But it's, but it's fucking human. And whether it's Mexico or Africa or Amsterdam or New York or Tokyo, I have had the blessing of being all around the world and with all the love and respect to Mexico. This is not my first time in Mexico and I've watched crowds tell me what they're gonna do. And I'm a funny guy. I start to follow and pay attention because I want to learn, because I watch people. People love to talk. People love to talk. People are scared as fuck to do. My friends, make 20, 25 your year. How many more fucking years do you want to live knowing you're not living the full thing that you know you can do? How many more? Zero. Zero. That is what I hope on all of you. And I'm telling you, I'm talking now philosophically, but I'm going to go right back to the dirt. The answer to the quiz, the answer to your question, the unlock to the door, is social media. It's free. You could have negative 730 $13 in your bank account right now and you can make content for free. Who here does not have a phone? Does not have a phone, raise your hand. That's what I thought. Everybody fucking has it. This computer that I have in my hand right now, this computer is more powerful than the computer that Ronald Reagan had in the white. We have unlimited opportunity. Fear and being full of shit are your two vulnerabilities. But I want to tell you something about being full of shit. I want to talk about this for a second. And I'll be ready for Q and A soon. By the way, let's talk about being full of shit. A lot of you deal with the fact that you know that you're not living your life the way you want to. By Tricking the people around you. You talk good game. You come up with excuses that are clever. You talk. I want to tell you about tricking the people around you. The only people you're tricking are losing players. Every person in here, if they're lucky enough to have a friend, a partner, a family member who is emotionally intelligent, they know that you're full of shit. You know who listens to your excuses? Other people that have excuses too because you listen to their bullshit. And your mom or dad because they just love you so much and they're fucking creating entitlement. That's who listens to excuses. I don't listen to excuses from anyone except my inner family. That's what you do, my friends. You can bullshit yourself and the way you're doing that is by bullshitting others. But I promise you, whoever you think you're convincing is not the people you want to be convincing. This is the greatest opportunity in the history of the world. Literally. TikTok, Snapchat. Not to just send messages. It's called snap. I see some of you taking notes. One of the biggest opportunities in Mexico is Snapchat Spotlight. It's their TikTok. There's a lot of people on it, but there's very few people that make for it. Whoever here goes hardest at it will see results. YouTube shorts, LinkedIn, Twitter X is about to announce their video tab meta never ever bet against Mark Zuckerberg. Meta is doing its thing and Facebook and Instagram are huge opportunities. We are in an unprecedented time of opportunity. There are seven significant platforms that have hundreds of millions of people, people on it that allow you to reach those people for free. I need you to start posting and I don't even give a shit what you post. Just fucking post. Please, please. Obviously there's. Look, there's obviously so much underneath what you should post. Good news? Oh, very good news. I actually have a URL for you. I wrote a book recently called Day Trading Attention that broke down the whole thing. But I'm so tired of excuses that some people told me they don't have $13 to buy the book. So I made a 50 plus page deck for free so you can get the gist of it. I'm going to give you the URL right now if you want to get it. It's free. It's GaryVee.com and by the way, it's real free. When you go to it, it's not like fake free where you have to like go and then like I trick you and you give me $10. I don't give a fuck. It's fucking free. It's GaryVee.com attention. Right GaryVee.com GaryVee.com attention. If you're inspired but you have no idea what to do. Good news. I made a 5060 page deck in thank you. You're welcome. For the marketing who's a marketing executive here? Raise your hand. Marketing execs. For the marketing execs here. I'm just going to talk to you for five minutes before I go into Q and A. Can you please stop wasting money on dumb shit? It is insane to me. We have a vaynermedia now has an office in Mexico City. We're very excited about it. It is insane to me how much people hold on to yesterday. They love a billboard, they love newspaper, they love television ads and they shit on social media. Creative. I don't mind the old things. I mind that they're too expensive in 2024. And meanwhile the place where brand and sales is actually happening is very underpriced. That is going to be the premise of the deck. If you go to GaryVee.com attention marketing friends. You must challenge your organizations. You are spending money based on fake reports. You are spending money on fake reports, fake impressions, fake reach GRPs, bullshit awards, headlines. The marketing industry is in crisis. It is in crisis. That is why so many brands are taking work in house. It's why so many holding companies are laying off people right now. At scale, we must accept that it is 2024. I too wish it was 1945. It was such so simple. Fuck, I Wish it was 1830. I'd ride a horse, eat a carrot and sleep. It'd be amazing. But we're alive now and this is what it is now. And by the way, in 50 years all of you will remember this as the simple time because technology is undefeated. We're not going backwards, I promise. Just because some people are going off social media for a month, the robots are coming. The world will look better, different in 60 years. This is the simple time. Now you're worried about your kids being on the ipod and the iPhone. Wait till you see what your kids are worried that their kids are doing. They're gonna be fucking robots. So my friends, we are in crisis. We must change the way we spend media dollars and creative. The world is moving. How many people here do a lot of advertising or do Advertising on Google AdWords? Raise your hands. Raise your hands high please. If your business relies on Google AdWords in the next decade, you've got a problem. AI is coming. Google AdWords is going to look like Yellow Pages. There's only one thing I promise that nothing stays still. I wish it did. I've been winning the last 10 years. I. I wish I could chill. I hate that I have to go so hard because it's moving so fast. But you can't hope in business. You can't use your opinions in business. You must only do one thing in business. Be obsessed with the actual customer. What does she and he actually do? That is my religion. And that is what I focus on. I focus on two things. The clouds and the dirt in the clouds. I focus on the first part of this talk. Insecurity, Empathy. Kindness to yourself. How can you be kind if you're not kind to yourself? Patience, Hard work, Actual perseverance. You know why so many people are struggling? Parents made the kids too soft. Adversity is good. Losing is good. Getting hurt is good. It builds up resilience. Resilience matters. Clouds, emotions. And then dirt. Tactics. I care about what the mentality needs to be successful. And then I care about the tactics today that need to be successful. I play in the clouds and dirt. My observation. Most people play in the middle. And the middle, my friends, is dangerous. So get your fucking head right and get to fucking doing. And then why ever the fuck you came today because you came today, right? You're fucking here, all of you. I assume you came to get something out of it. Do not think coming here is the doing. I've seen that my whole life. You think coming here means you did it? No. Doing something when you leave here is doing. Fall in love with doing and you'll smile for the rest of your fucking life. Thank you.