Gary Vaynerchuk (0:00)

Hey, everyone. Welcome back to another episode of the Gary Vee Audio Experience. Today we're taking a look at Gary's keynote at the Elevate conference in Copenhagen from 2017. In this talk, Gary breaks down why every company is a media company now, how to day trade attention in a noisy world, and why most people are completely underestimating the speed of change. I hope you all enjoy.

Conference Attendee (0:20)

There's a couple things I want to talk about while we're here and want to make sure I'm hitting more mature businesses around management and structure, managing people, startup culture, the framework of attention, which is, I think the one thing that really runs through this entire conference is before you can tell anybody how good your trampoline business is or your art business is, or your SaaS product, or you as a personal brand, or we all are trading attention. And I'm obsessed with this. It is why I believe anybody who's been successful is able to achieve their goals. And there's a lot going on there. So I think the thing that I want to start with is that we've got to really wrap our head around the framework that we're living within as business people. This device is the remote control of our lives. This device is the remote control of our lives. And you are going to be in a scary place with the amount of time you actually are looking here versus looking in the actual world. You may judge that, you may think that's bad or sad or ruining the human race. It's completely irrelevant what you think. It's what's happening. And so I want to make sure that everybody starts backwards. For you to get what you want in your life and business, you have to give the other people the thing they want so that you get what you want. I call it 5149. Basically every relationship I have, every business dealings I have, and the way I frame up my entire being, it's why I have popularity or cult of personality. It's because I think it's smart to give more to an audience than you ask for in return. And so when you're building your product and your service and whatever you're up to, you need to find the angle of leverage. You are competing with a lot of other people that want people's attention. When I started working with Budweiser, the beer, it was crazy to me. I walked into a meeting and I said, you know, okay, we're competing with Miller or Carlsberg. We're competing, right? We're competing with. And they said, we're comparing for share of throat Budweiser globally worries about how much water you're drinking, how much Coca Cola you're drinking. I mean, it was just really interesting. And it was kind of how I think about attention. You may be thinking you're competing against somebody else who has a trampoline business. You're not. You're competing against anybody who has anything else to do that weekend in Denmark with those four hours. So we are living through a world, my friends, where there's more options than ever. How many people here manage. How many people here have more than 10 employees? Raise your hands. Right. We're living in a world where our employees have more options than ever either to do things for themselves or other employers. And no matter how good your labor laws are and how long they have to stay with you before they go to the new job, they still have options greater than there were 10 or 15 years ago. So I think the biggest thing that I think a lot about is supply and demand. It is such a simple, basic business trade, and it's something I'm very intuitive towards. And it is basically how I think about everything. How I manage my people, how I create my business, how I treat my customers. It is a supply and demand world. And you need to understand that, that the cost of creating things that can pull our customers attentions away from us has gotten so low, that there is so much supply. There is so much supply of information and videos and pictures that this is the reason that I believe that advertising, not that it's dead, but the thought that you're gonna put out something that is selfishly in your interest and you're gonna get somebody to actually pay attention to it. With the technology advances that we have today and with all the supply of information is almost impossible. And every day that goes by, it will become more impossible. So, number one, first and foremost, I need people to start thinking that they're a media company and a publisher more than they're an advertiser for their business. That the skill set that I think so many people will get in the future to succeed is how do I put a piece of content? How do I make a white paper? How many people here are B2B? Raise your hands. Great. So for your world, how do you make a white paper that's six pages deep, a presentation on Skillshare, then post on LinkedIn? Because Skillshare is owned by LinkedIn. And when you use Skillshare on LinkedIn, more people organically see it tactic. How do you make a skill share that gives people value? And it's not a sales deck for somebody to sign up for a free trial in your landing page optimized funnel so that you then become a client. It is just black and white, an incredible piece of information that all the construction workers, that all the lawyers, that all the CTOs in your target audience will get value out. And basically what I'm saying very carefully to all of you is when I wrote Jab, Jab, Jab, Right Hook and the thank youk Economy, they were the two titles. There was a third title I never used. It was called Guilt Marketing. I basically believe that the place that we're going is unless you guilt your audience into doing business with you because you provided so much upfront value that you will get suffocated over the next decade or two of opportunities for the end consumer. And so that what I do every day is think about that. And so when I think about guilt Marketing provided value, where's the underpriced attention? I used to call this slide, used to say a year ago, market in the year that you live in, that we should be marketing like it's 2016, is what I would say, market in the year that you live in. Because so many of you are spending time and money on things that worked much better in 2012, 2009, 2006. So it was market in the year that you live in. What's happened is with the speed of updates on Facebook and Instagram and Snapchat and LinkedIn mobile devices, apps, VR, AR, podcasts, all this with the speed. I've now changed it to day trading attention because you can't just decide what you're gonna do in January, in 2017 and have success because too much is happening during the year right before Instagram became the thing that I think is the absolute, kind of like current state of the union of social media. I was making content that said Instagram was in trouble. Snapchat was exploding and getting older. Facebook was far more successful under 30 than most people realized. And I made a video nine months ago or so that said, what's Instagram gonna do? It copied everything that Snapchat had. That's what they were gonna do. And it worked for them. But it's fun for me to know that that was day trading. There's a video out there that says Instagram's in trouble. I stand here today and say Instagram's the most important. So I think the biggest thing that I wanna make sure in my keynote I get across is the themes of the Q and A earlier, which is yes and yes and yes. And audacity. Audacity. Audacity. You have to wrap your head around the game you're playing in, which is the following. There is more information created now in 24 hours than used to be created in decades only 50 years ago. Like, let's just stick with me here. There is more content being created in 24 hours than used to be created in the decades of the 50s and 60s. Now, do you feel as good about your documentary? Do you feel as good about your poster? It gets hard when you actually understand what the fuck is actually happening here. And so what I believe is happening for all the business owners in here and entrepreneurs is that you need to wrap your head around the mindset of how you get yourself into a place of accepting this and. And then acting on it. And how does it become practical? The reason I brought up interns earlier is there's always supply and demand. When something emerges, other opportunity happens. Amazon scaring everybody in retail in America and other parts of the world, right? Amazon is in the wine business. They bought whole foods. They now have liquor licenses in every state. Everybody at my dad's company wine library scared me excited, why? Not? Because I'm a character or I'm trying to act cool? Because I go on Amazon's site and I find wines that Amazon has that we're selling for less. And then I send emails to customers that say cheaper than Amazon, which is true. And then from a branding standpoint, it makes them think we're incredible because nobody's cheaper than Amazon on anything. And even though Amazon is going to take market share, they're not going to take it from me in every single thing that happens. I just said more content in 24 and 48 hours than in decades. Ooh, shit. How are people going to watch my stuff? Meanwhile, more creators that are talented than we've ever seen before. Every single person here should write a blog post, send an email, make a video, or make an audio piece of content. Tomorrow, hiring three content producers as interns, or the lowest possible cost you can pay them based on the laws in this country Tomorrow, you immediately have a media company at remarkably low price, including if it's allowed free, depending on the rules. And that's what you should be thinking about. Because if you do not wrap your head around that you were a media company first, I don't care what you do. If you do not wrap your head around that you were a media company first, comma, a lawyer, comma, a designer comma, a sneaker salesman. If you do not understand that you are a media company. Your business, like the earlier questions, you don't have to become a personal brand, but that means your logo of your company has to become a brand that produces content that actually has value to the target audience that you're trying to set. Now, don't take it very direct. Let me give you an example. I have a lawyer friend who's starting a golf podcast. He's starting a podcast around golf once a week. He's interviewing golfers, golf in the business, but he's a lawyer looking for other people to hire him as a lawyer. His strategy is that the people that are actively hardcore about golf in America are high net worth individuals who can afford the law practice that he provides. So that if he makes something that those doctors and other business people want to listen to, golf, that because it's brought to you by this law firm, he will get the residual business. Now, my friends, this is actually a tactic that is hundreds of years in the making and uniquely European. Let me explain. The Guinness Beer Company. The Guinness Beer Company started the Guinness Book of World Records because pub sales were down and they wanted them to grow. And they did surveying and realized that people talked about trivia in the pubs and they decided to create the Guinness Book of World Records so that people in the pubs would talk about the crazy world records, reinforce the Guinness brand and then order a pint of Guinness Michelin. The reason you've gone to a two or three star Michelin restaurant is because almost 100 years ago, the Michelin tire company wanted rich people from London and Paris to start driving to the countryside and stop by the gas stations and use up their tires. So they bought new ones. So they started favorably reviewing restaurants, hotels and inns in the countryside and then making a book that drove propaganda and media to the rich in those towns. And people started going there for the best foie gras. Media as marketing for business results what is old becomes new. And that in a framework is the new strategy that I think has the biggest upside for every business in here, regardless of what you do, how you get people to pay attention is the tactics that I'm most excited about. Whether that is Google, whether that is Facebook, whether that is something else. Once you establish what your media is about and listen, by the way I'm standing up here, I am very, very empathetic that where I'm going right now for the last five to seven minutes feels like, phew. If you're running your business and I'm sitting up here and I'M telling you that you need to become the BBC or CBS or Skynet. I understand. However, please take me up on this offer and explore just a little bit. If it starts as simple as writing a very thoughtful piece on your Facebook page that you think the people that are the people that could potentially be your customers would get value out of, not you get value out of, they get value out of. You would be flabbergasted by the opportunities and the things that could happen. The young man over there who asked 47 questions, he listened to a tactic which I believe in that everybody here should pay attention to. Whether you're trying to pick the people that you're going to give a poster for free or anything else. The other arbitrage that I'm massively excited about and the tactic that I want to give you here in the keynote is DMing people on Instagram. There is a phenomenon going on that is very intriguing. You need to make a list of the 50 to 100 people that you want to speak to, whether you want them to be the spokesperson of your brand, whether you want them to be your first customer, whether you just think they're famous and you want to be their friend. I want you to make a list of the hundred people in the Nordics, in Europe, in the world that you would like to have a relationship with for a business reason. I want you to then search their profile on Instagram. If you do not find it, go to Google and type in the person's name and the word Instagram after their last name so it shows up. I'm being very tactical here, very mundane, but I believe attention arbitrage is also a way for where is the best business development opportunity for everybody in the room? The best business development opportunity in this room is to not do what many people do, which is spam people on LinkedIn because nobody's paying attention anymore. It is to go to Instagram, find their Instagram. Some of the people you want will not be on there, that's fine. But the ones, the 83 of the hundred, the 47 of the hundred that are you DM them direct message. If you are not native to Instagram or don't understand that there's a thing you can do, you go to Google and you search. How do I direct message people on Instagram? It will take you four minutes. And listen, this is like a fun thing to do because you have to understand this is what people ask. People are like, be more tactical on Kino. Great, Here you go. This is what it is it's that basic. That's why. But this is super important because you were blown away by what happened when you started doing it, right? I'm blown away by what has happening on dm. I became friends with the Rock and you know, and all sorts of characters that I never thought I would ever interact with. Because people's attention is on their direct message. Now, most of you will make the mistake that you will go in for the ask on your first writings. You will DM and you'll say, hey, Rock, can you wear my T shirt of my brand? No, asshole, he will not do that. But if you look at their last three or four posts, if you spend 10 minutes, don't forget you're only going after 100 people. This is the business that you want to build and see what they're about. And you look and you say, hey, Rock, I see you have a movie coming out that you're excited about. I want to make some free posters for you or whatever it may be. If you bring value in your first exchange on DM, you will be stunned. And I get this email 30 times a day, every day. Just read three of them before I got back on stage. Of people who've made the biggest business development deals of their lives on Instagram direct message in the last 30 days, singularly for the same reason that email worked so well in 1997. 8, 9, 10. Because how many people here had email in 1999? Perfect. Do you remember what we did in 99 with email? We read every fucking email. We do not do that anymore. Supply and demand of attention. Something emerges, we pay attention. Then a marketer and marketers and business people come along, they ruin it, and then we move on. That is why I talk about day trading of attention. That no matter if you have no money or you have a huge business. You know, I love when people are like, if we get to Q and A and they're like, gary, this is all great. Facebook and Instagram, great. But My company does $38 million and we grew 13% this year. And we only do direct mail and conferences. What do you say about that? What I say about that, Hans, is what's wrong with growing 74%? Asshole. This is not about what works or doesn't work. This is about where is the upside to create even more success of whatever you want to raise money for a charity. This is not about, this doesn't work. This does work. This is about the tactics and the strategy that is needed to maximize the opportunity. Because here's the part That I have not told you when I get introduced. And they say Gary built his dad's business from three to $60 million in five years. And some people are like, you know, a lot of people don't know who I'm like, that sounds good. Better than just some guy yelling and cursing on stage. I sit on the side and I say it should have been 200 and it should have been 200 because I was not day trading attention in 1998. I was, but I wasn't great at it yet. I had Google, I had Google. The first day Google AdWords came out. I bought every wine term, they were 5 cents a click and I was converting customers for 47 cents who were worth fucking $30 for me. What I didn't understand because I was a kid, I didn't know the difference is that I should have poured all my money into Google, not print and radio and television and newspaper, which is what I did. I spent much more on Google than anybody else. Nobody even knew what it was. But if I took all that money and all that energy and I struck when it was that good of a deal, I would have had a much bigger business and more success. And if you were here to have success in whatever you're trying to communicate, you need to understand that social media, which is a word that we made up, so let me say it a different way, that the current state of the Internet attention is on Facebook and Instagram and, and LinkedIn and that the opportunity to strike and maximize dollar amounts out of it is so extraordinary. And the only thing I want to say other than that is if you do it, you will be like some of the kids that raised their hand right now and said this good thing happened. And if you're not, you're going to raise your hand. When I'm in Copenhagen in seven years talking about Voice and AR and you're going to say, Gary, I'm listening to you because you were here seven years ago and you told me to do this and I didn't. And I watched other people do it and I didn't grow as much or I lost or I missed my opportunity. And now I'm listening to you this time. I am saying this to put a flag in the ground to be historically correct. Facebook advertising is grossly underpriced and everybody here should move as much of their money into the platform as they possibly can. And like these two chicks are high fiving. So I don't know what is going on over there, but I can't wait to find Out. But I promise you they're not high fiving because they've run Facebook ads and it didn't work. And more importantly, watch this. This is important. How many of you have run Facebook ads and it has not worked. Raise your hands. Should be plenty. Raise your hands. Raise them high. Don't be higher. Raise them high. High, high, high. It's important. Thank you. Running Facebook ads and it not being successful, just so there's no confusion, is not a Facebook issue. It's a you issue. You did not plan the media properly. You did not make the words and pictures work properly. But this is not a debate. This is data supported. And I don't want to hear that your customers aren't on it because that doesn't exist. It just doesn't. And I don't want to hear that your industry doesn't do well on it because it doesn't exist. It just doesn't. We've sold jet engines on Facebook and I'm very tired of going to meetings over the last six months where 70 year old executives say to me for the first 30 minutes of our dinner, can you believe this? Facebook, they need to regulate it. It changed the election. The fucking Russians and Trump and the Brexit and the fuck and our grandchildren and, and this and all that. And then we segue into their business and I start telling them they need to spend more money on Facebook and they go, well, there's no ROI there or my customer's not there. So I'm making a very passionate plea because I want you to win, for you to become a practitioner. Do you know many people here have opinions on Facebook marketing but have never run an ad? You've read an article in the Wall Street Journal. Congrats, you're a talking head. You're not a practitioner. You have an opinion off of two conversations with somebody you trust, but you're not a practitioner. You have an intuition, but you're not a practitioner. So if nothing else, go spend $3,000 on Facebook with your money. You do it. I don't need you to outsource 26 year old Karen. It's not a kid's thing. This is the most important place where the attention of our end consumer is at scale. And let me tell you one great thing you have. Because it is so underestimated in the Nordics by the media companies. It's underpriced because it's a marketplace. But the behavior of the users in the region are extraordinary in depth of attention. Scroll time is slower, which means there's More consumption age is wider. It goes younger here and a little bit older. And the companies are not spending. Your big companies in these countries are not spending enough money in it. So the prices are down. How many people bought Google AdWords in 2002? 3, 4. Raise your hands for all the practitioners here one more time. But Google AdWords 2003 04. Right. For some of us here, go look. I don't know if you're still doing it. Go look back at right now tonight what those words cost compared to 2002. 3, 4. This is the moment. Strike on it. And if you don't understand it, don't outsource to an agency, don't outsource to your 21 year old friend. Start googling on how I make Facebook ads, how I do creative for it, what works? Start testing and start using different variables. Next, how many people have 25 or more employees? Raise your hands. Just trying to get a sense. So I want to talk about employees for a minute. Culture. This is managing yourself. 3 person team 1025. I'm a very big believer in starting to follow employees on social media and getting a better sense of who they are. I spend probably 90% of my media consumption just reading comments of the content I put out and the people in my community that read it and then I click their face and go in a rabbit hole and find out about them. We are spending not enough time listening to our employees, our vendors and our customers. But the place where you get the disproportionate highest ROI is when you listen to your employees. Retention on the employee level is imperative. Happiness is imperative because it leads to speed. And speed is the competitive advantage that you have against your competitors in your product and service. And when nobody's worried about politics or drama, they can worry about the work. And so I don't want to spend too much time on it based on the hands. But if you were managing people and you've not had a sit down with one of your employees in the last six months or year to find out what they care about today, whether that's money, work, life, balance, title, fame, and more importantly, if you have an employee that is actually seriously important to your business, which oh by the way means if you have one employee and they're the only employee you have, and it's you and them and you do not have an understanding of what drives them, you need to have a two and a half hour dinner and create that glue. Because one of the biggest things I see in businesses and entrepreneurs in failing is the over reliance on an employee that leaves and then they have to start all over for 18 months or are completely crippled by it. And the thing that could have allowed them to mitigate that disaster is literally a conversation. And if you're not a big enough man or woman to hear the feedback, well, your company's going to lose anyway. So not having the conversation doesn't address the issues that are happening within your company. So I implore all of you to start getting very serious about this, because if we're having a business talk, the part about business that we don't talk enough about is empathy for our customers, but most importantly, for our employees. None of your employees. I love when people are like Gary in conference. Gary, how do I get my employees to work as hard as me? You don't, Frederick. No employee should ever work as hard as you unless they have the same equity in the company as you. The audacity that employ. My dad would pay people $12 an hour and want them to work as hard as he did. It would always make me laugh. And I know it's very Russian and I get it cultural, fine, but it was super interesting to me. I'm like, dad, they're making $12 an hour. You own the business. It's hard for them to care. And so I really, really, really want to push empathy for the humans that you're doing business with, because it's how you become the best salesperson, it's how you become the best manager. It's a default of thinking about the other person, not yourself. Tactics. One more time. It seemed like a lot. One more time. I apologize, but give it to me. B2B businesses, raise your hands. Let's talk about LinkedIn for a little bit. LinkedIn's ad product sucks. And it's unfortunate because it could be so great. And it could be so great if they just literally copied Facebook. Like, if everybody here could run ads with creative against the titles of people's jobs, you would have the greatest tool of all time. Because most of you in B2B are selling to people that hold one of four to five titles. It would be remarkable. It's not there yet. It's got a high floor. It's not a low floor like Facebook and Google. But I'm seeing things that are making me ambitious, that the promise that they were going To Be Better 3, 4 years ago is finally maybe coming here. I think Microsoft sees it. I think it's coming. Which is why, if you follow me carefully, I've been doubling and tripling down on my LinkedIn content myself because I'm trying to understand it better so I could give better advice to GE and SAP and the clients we work with. And so I highly recommend that if you're a B2B player, that you start allocating real dollars to LinkedIn. Even though there is a way to target people on Facebook. Let me paint you a very tactical thing. B2B. I want you to run two different tests. LinkedIn. But let me give you a very detailed ad product on Facebook that I think is enormously ROI positive on Facebook. How many people here have spent over $50,000 in Facebook ads with them doing it, not outsourcing it through an agency? Raise your hand. Okay, three. Okay, so no, it's fine. It's what I thought and what I actually hoped. And that's a big number. Facebook, if you're not a practitioner, you don't know what the capabilities are. Right. You know, if you've never opened a Swiss army knife, you don't know what's in it. Right? There is a segmentation in Facebook called Employees of. Everybody here in B2B can run pictures, videos, or words against people that are employees of specific companies in their Facebook feed. If you understand how powerful this is and what you can do next, you'll start unlocking some incredible business opportunities by targeting the employees of. And now you know that your product is sold to the CIO or the CTO or the CFO or the director of logistics. Now, your copy or or the video you make starts with does your CFO know? Does your product managers understand? Want to save time for your accountants? If you literally, verbatim, articulate in written or video form or picture form, the does the person in your company that is this know about this? And then you follow it with information, a compelling video, a how to, what have you. We have seen ungodly amounts of the following. You run $1,000 in ads against five companies and anywhere between three and 74 employees of that company forward that post to the decision maker. And it is so extreme and unusual that if the creative is good and you jab instead of right hook that it has been one of the greatest conversion rate advertisings we've seen in any shape or form over the last half decade. And it is a B2B Facebook ad strategy. So I can't wait for two months from now to get an email from one of you that actually ran this and felt the results. So please take that and run with it. Look, I think that we should talk about voice because I think that is something that a lot of you are going to have to wrap your head around going to to the next 24 to 36 months. And this may be a place where some of you have the personalities, where it feels overwhelming to catch up to everybody on this social stuff. But the excitement of being first on the next thing is just your personality trait and you'd like to invest and that feels more exciting because you don't feel dumb and you feel smart. I don't know what your insecurities are, but I promise you, here's a very important thing to talk about. Voice. Besides money, health and religion, time is the fourth pillar of the things that drive us. All of you do so many things like give up privacy to save a little time every day of your lives. It's how we roll. Uber sold time, not transportation. Many of the things you choose every day are you buying time back and you're willing to pay the margin for the convenience. I believe that audio in our society is the next frontier because it is selling back time. How many people here consume my content? Raise your hands. Raise them high. I want everybody to look around because I'm about to show you something pretty interesting. Of those people, how many of you have started listening more to my podcast in the last year and watching less videos? Raise your hand. This is remarkable. Like this is. Thank you. This is remarkable. I would say that's 30 to 50%. That same question just a year earlier would have been non existent. What is happening is podcasts are growing. How many people here are actively listening to a podcast? Raise your hands. It's incredible. How many of you were not doing that just three years ago? Raise your hands. Yeah, this is fucking it. And this is day trading. Attention. You've got to watch these trends. Sound, audio, it's saving us time. While you're commuting, while you're doing something else, you're able to consume content. And because we underestimate the brand, the brain, and our ability to multitask, you're able to do something else as well. And are you completely holding everything? No, but you start, you know, it's the reason. Do you know how many people should be dying based on how many people text while they drive? This is an interesting thought. I'm glad you guys reacted. The amount of people that should be dying because of texting and driving is enormous. It's still higher than we'd like to admit. But the reason it's not happening is we can do more things than people realize at the same time. And that is what Sound is doing for us podcasts. But the one that's going to save us way more time is what's coming up with Alexa skills and briefings on top of the Amazon Alexa, the one that's coming from Google home, the Apple HomePod, and whoever else decides to enter, whether it's Samsung or Facebook or somebody else. Because when you get into a place where you're brushing your teeth and you say, hey, Alexa, reorder my toothpaste and it's done, you're living in a totally different world. What do you guys do when you're running around your life and you remember that you've got to do something? You take out your phone, most likely, and you do something that will normally take you somewhere between 14 seconds to text somebody to 2 minutes to write a note or call somebody. I don't know how you roll, but I can tell you that time is the thing that all of you will trade on. And the biggest white space to change your business in the next 24 to 36 months is going to be about your investment. To understand how your product and service can penetrate the time quorum, aka if in 2007, 8, 9, you decided to be good at Facebook and LinkedIn and Twitter, you would have some of the things that happened to me because I went all in. You need to figure out the same thing for time because the skills and briefings, for example, mark my words, five, six years from now, everybody will wake up and they will treat one of these devices like the morning radio. Remember, some of you woke up with the morning radio alarm, it would go off and your favorite morning show radio show would start talking your news and weather and da, da, da. This is what your device is gonna do. You're gonna all download apps skills to your voice device and your first seven minutes of the morning are gonna be curated with your bank account. Balance with the weather with your favorite sports teams. Update with the six most important things in your business with your schedule. You will listen passively. Now, you grab your phone, go to the bathroom, take a poop and look at your phone. In the future, you will wake up and the first seven minutes will start talking to you about things and you'll start interacting with it. Alexa, change that meeting. Cancel that. Tell Tyler I want to go to Copenhagen. Three hours earlier. It will be you and the machine. And I highly recommend that you start getting serious about it. Don't believe it. Let me show you some consumer behaviors that you would find interesting. How many people here by remember, lying is the devil. How many of you here, by show of hands, now get annoyed. When another human being calls you, raise your hand, stand up. Do me a favor, get up. I mean it. I want everybody to see how dramatic this is. I see some of you didn't do it yet. Thank you. Up there, look around. Look up and down. I'm gonna give you two more sec. Keep staying up, please. Keep staying up. Keep staying up. I want everybody to see this. I'm gonna give you another. I'm asking it one more time, in case you didn't hear it. You are now upset, annoyed. Like, why would that person call me? They can text me or email me. You are genuine. You react poorly to another human being calling you. Look at this. This is something that was the most standard way we communicated 36, 48 months ago. Thank you. More than half this room is upset. Literally. Come on, mom. Fuck you. You know, text me. I'll call you on my time. Listen, do you know how many people here, because this is not just 18 year olds, didn't think they were gonna get a cell phone because their pager was good enough? I remember those days. Do you know how many people here were not gonna text? Cause texting was for kids. Do you know how many people here, 36 months ago when they saw emojis for the first time, thought it was the stupidest shit of all time, but last night sent a poop emoji? We see new forms of communication and we resist them until we realize they save us time. That thumbs up emoji has saved me a lot of time. Cause it's quicker for me to say good instead of okay, K. It's just speed. And if you're not paying attention, we are going so hyper. And that is why sound voice is the next frontier. If you can figure out how to build an Alexa skill that helps people with your product and service, that is a gateway drug then to your overall product and service. You know how some of you have tried to come up with free ebooks, free trials, free this, free that, gateways into you. If you were able to provide that in sound invoice. If you then figure out how, when you have to understand what happens, how many people, anybody here build an iPhone app? When the app store first came out, okay, what happened was there was a land grab. There was not a lot of apps. We all had the phone and so we went in there and there was not as many apps and we picked the apps that we wanted. There was a land grab, there will be a land grab. How many people here have been in the Alexa, the Amazon Alexa skill store. How many of you have been in there? Raise your hands. About seven, eight, nine of you, Right? So you've seen, right? It's interesting. There's stuff there, but not a lot of stuff. Right? This is the white space that I recommend for the people here that are really trying to leapfrog, who are willing to, like the first question, eat shit for 24 to 36 months. Stay around, stay around, stay around and then let the market come to you. 2009, 10, 11, 12 of VaynerMedia. No company wanted social media. What's the ROI? What is it? It's stupid art talking about us on Twitter. We don't want people talking about us. Don't let our employees da, da da da. But we stayed around. We stayed around. And if you're a stay around player, if you're young, if you've got the dollars to invest and you're worried about being at the mercy of Google or other things and you want to diversify, or if you just generally believe what I believe, which is that technology is eating up our society and technology is not a thing, it is oxygen.