Podcast Summary: "This Is What Entrepreneurship Really Looks Like | Kass and Mike Lazerow"

Episode: This Is What Entrepreneurship Really Looks Like | Kass and Mike Lazerow
Release Date: June 3, 2025
Podcast: The GaryVee Audio Experience
Host: Gary Vaynerchuk
Guests: Kass and Mike Lazerow

1. Introduction and Book Launch

The episode kicks off with Gary Vaynerchuk introducing his friends, Kass and Mike Lazerow, who have recently launched their book titled "Shoveling Shit"—a love story about the messy path to entrepreneurial success.

• Gary Vaynerchuk (00:00): "Shoveling Shit is the name of the book. A love story about the entrepreneur's messy path to success."

Gary expresses his excitement about the book launch, highlighting the close-knit relationship between the hosts and the Lazerow brothers. He emphasizes the relentless grind involved in selling a book, setting the stage for an in-depth discussion about their entrepreneurial journey.

2. The Reality of Selling a Book

Kass and Mike delve into the challenges they faced during their book launch, sharing candid insights into the difficulties of selling their work despite having a supportive community.

• Mike Lazerow (03:04): "No one tells you about the selling. The easy part was writing it."

• Cass Lazerow (03:16): "We sold about 10,000 copies. Which we're told is good. We think it's not enough."

They discuss their proactive approach to selling, including setting up a table in Central Park to personally engage with potential buyers. This hands-on method underscores their commitment and work ethic.

• Cass Lazerow (03:48): "If you're doing a company and you're not willing to go to your local park and ask for the purchase, you don't believe in your company."

3. Overcoming Disappointments and Maintaining Generosity

The conversation shifts to the disappointments they've encountered, such as encountering wealthy individuals who declined to purchase their book citing budget constraints.

• Cass Lazerow (05:13): "There are people who... said no, did not buy a book."

Despite these setbacks, Kass and Mike emphasize their unwavering generosity and commitment to giving back, maintaining that their actions remain consistent regardless of others' responses.

• Mike Lazerow (07:32): "My actions will never change."

4. Target Audience and Marketing Strategies

Gary prompts Kass and Mike to identify their target demographic, leading to a comprehensive breakdown of who would benefit most from their book. They identify a wide range of audiences, including aspiring entrepreneurs, executives, hustlers, and individuals contemplating their next life chapter.

• Cass Lazerow (08:20): "This is 30 years in the making. It's every mistake we made, every painful loss, every lesson."

They also discuss their initial reliance on social media for sales, which primarily drove community engagement rather than direct purchases. Recognizing this, they pivot to more targeted advertising strategies to boost book sales.

• Cass Lazerow (09:57): "We have a whole data capability... social these days is not for selling until you have such a close relationship with these people."

5. Building Relationships and Facing Challenges

The Lazerow brothers highlight the importance of building genuine relationships with their audience, noting that their community's support has been instrumental in their journey. They also touch upon logistical challenges, such as restrictions with platforms like Amazon due to the book's title.

• Cass Lazerow (12:25): "Babson... wanted to incorporate it into their curriculum, but they couldn't because of the name."

6. Mental Health and Life Balance

A significant portion of the discussion centers on the impact of entrepreneurship on mental health and personal relationships. Kass shares a poignant story about her strained relationship with her father due to financial issues, illustrating the deep personal challenges that often accompany business endeavors.

• Cass Lazerow (26:04): "Writing the book made me realize how difficult companies are on mental health... I need to forgive him before anything."

Gary adds his perspective on mental health, emphasizing the importance of resilience and the ability to adapt when facing setbacks.

• Gary Vaynerchuk (27:09): "The keeping up with the Joneses thing is the great pandemic of our society."

7. The Importance of Mental Strength in Entrepreneurship

Gary and the Lazerow brothers underscore that mental strength is crucial for entrepreneurial success. They discuss how entrepreneurs often bear the full financial responsibility, which requires immense psychological resilience.

• Gary Vaynerchuk (31:00): "We're talking about the only thing that has ever made anyone achieve entrepreneurial success. Mental strength."

8. Critique of Social Media and Materialism

The conversation critiques the role of social media in fostering unrealistic comparisons and materialism. Gary shares his stance on avoiding showing off material success, believing it can harm others by setting unattainable standards.

• Gary Vaynerchuk (29:16): "I don't show the things that my hard work has afforded me because I don't think it brings any value."

Kass and Mike agree, highlighting the negative impact of constantly comparing oneself to others’ curated successes on social media platforms.

9. Building Sustainable Businesses Without Venture Capital

Kass and Mike discuss their preference for building businesses without relying on venture capital, advocating for sustainable growth through customer acquisition and cash flow.

• Cass Lazerow (32:08): "We were just on a podcast. Who's your favorite entrepreneur? I said, Gary, because he doesn't raise money."

They emphasize the importance of hands-on involvement and maintaining control over their ventures, distinguishing themselves from traditional venture-backed startups.

10. Final Thoughts and Closing

As the episode wraps up, Gary encourages the audience to support Kass and Mike’s book, highlighting its value and the authentic effort the brothers have invested.

• Gary Vaynerchuk (34:31): "Cas and Mike are truly family to me. If you can support this book, I really believe they put their soul into it, which makes it so valuable."

Kass and Mike express their gratitude, reaffirming their dedication to building genuine, empathetic businesses and fostering strong community ties.

Notable Quotes

• Gary Vaynerchuk (02:50): "There's nothing better in life than to come down from five one or five love to win a set."

• Cass Lazerow (03:56): "We create a V2 mom, which is vision, value, methods, obstacles, which we talk about in the book."

• Mike Lazerow (07:10): "My actions will never change."

• Cass Lazerow (22:12): "It's okay to work hard and slack a little as a mom because she felt that she was an awful mom and not performing at her best at her company."

• Gary Vaynerchuk (27:36): "The keeping up with the Joneses thing is the great pandemic of our society."

• Cass Lazerow (31:00): "Mental strength. This is the hardest game. There's a reason there's so few of us."

Key Takeaways

1. The Grind of Entrepreneurship: Selling a book or building a business involves relentless effort and overcoming numerous challenges. Personal engagement, such as setting up in local parks, is crucial for genuine sales.

2. Mental Health Matters: Balancing entrepreneurship with personal life is challenging but essential. Mental resilience and the ability to adapt are fundamental for long-term success.

3. Authentic Relationships: Building and maintaining genuine relationships with your audience fosters trust and support, which are vital for sustained business growth.

4. Critique of Social Media: Constant comparisons on social media can lead to dissatisfaction and depression. Avoiding flaunting material success can foster a healthier community.

5. Sustainable Business Practices: Focusing on customer acquisition and cash flow rather than relying solely on venture capital can lead to more sustainable and autonomous business growth.

6. Supportive Community: Having a supportive community and network is invaluable. Personal stories and shared experiences can inspire and guide aspiring entrepreneurs.

This episode provides an unfiltered look into the real-life challenges and triumphs of entrepreneurship. Kass and Mike Lazerow offer valuable lessons on perseverance, the importance of mental health, and building authentic relationships, making their insights beneficial for both aspiring and established entrepreneurs.