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("the best" by tina turner)- alrighty, ladies and gentlemen, boys and girls, we're here. if you know who's about to come out stage, i know you're excited. he's one of the hottest speakers on the planet right now. just like what we do here, this man builds businesses.

fresh out of college, took his family wine business from three million to 60 million, in lessthan four or five years. along the way, he's become an incredibly successful venturecapitalist, an angel investor, invested in a couple of small companies you may have heard of, called facebook and twitter, and uber. he's got a brand new book coming out

very soon, it's called #askgaryvee, because he is gary vee. ladies and gentlemen, please be on your feet and welcome to the stage, the last speaker for icon 2016, give it up for gary vaynerchuk. (audience cheers and applauds) gary vee! (energetic rap music)

(laughs) (speaker is drowned out by loud music) - thank you so much. thank you! thank you so much! so, (audience member cheers). how's everybody? (audience cheers) awesome.

couple things, first, i was asked very politely not to curse, so they'llbe no cursing. (laughter) (audience boos) it's just the truth. second of all, because i wanna figure out where i wanna take this talk, based on the crowd, how many people in this room

don't know who i am and don't have a good feel for my spiel? please raise your hand. alright, that hurts. (laughter) makes sense. alright, so i'm gonna go very quickly, since it's not that big of a percentage, then i'm gonna go into my spiel, and then i honestly wanna go into q and a,

as quickly as possible, because i think 70% of you have heard a lot of this, the 30% of you are gonna enjoy it, but i think if we can go into the context and the details, it'll be far greater. so, actually, i'm gonna gowith a very short version of it, 'cause therewasn't that many hands. i was born in the soviet union,

so i grew up an immigrant. what that means is, how many people herewere not born in america? raise your hand. wow, let's clap it up for the immigrants in the house. i like that. oh actually this is very international, you flew in, you don't live here,

got it, sorry, i screwed up. okay, so, i grew up very poor, i lived in a studio apartmentwith eight family members, so i've got grit, right? like, i'm not scared to work, i think one of the biggest problems right now, is we're living through one of the great generationsof fake entrepreneurship, because so many people are able

to raise money, and so you've got, you just have people that are not supposed to be running businesses,running businesses, 'cause there was so much capital for the last seven or eight years, and that's interesting for me to watch, though the stuff isstarting to hit the fan, so, that will play itself out. i was a hustler, i knowstuff, i know, (laughter)

i was a hustler from the get, i was lemonade stand, baseball cards, all that stuff, so i wasreally a salesperson, through and through. when i was 12, i was making two to $3,000 a weekend,selling baseball cards in the malls of new jersey, and i don't know about you guys, but when you have $30,000 in cash,

under your bed, and you're 14 years old, and you're not selling weed, you're doing a good job. (laughter and applause) so, that was me. my dad dragged me into the liquor store that he now owned, he wasmaking two bucks an hour as a stockboy, when he first came to america, so you can imagine

how much my parents arevery much my heroes. he owned a small store,really not much bigger than the stage i'm on, itwas a 400 square foot store, then he built it up, made it bigger, i was dragged into it. i hated it. it was not fun for me, i'd bagged ice for 15 hours a day, i was in the basement. how many people here have seen

the movie goonies? raise your hand. (audience cheers) i literally like was sloth for like three years. (laughter) i was basically chained to the basement of my dad's liquor store. it sucked. finally i was allowed upstairs and i realized that people collected wine and that was my connection to the world

i came from, with baseball cards and things of thatnature, and that started kind of my interestinto my dad's business. 'cause at that point i wasa punk entrepreneur kid, i thought i could run thebusiness better than my dad, but i wasn't interested inselling coors light and absolut, but this wine thing was interesting, and it felt like the marketing thing that i couldn't define at that point,

storytelling, bullcrapping,whatever you want to call it, like, i couldn't figure out what i was, but i knew i was somethin', and i knew that it wasn't interesting to deploy that against coors light or an absolut, but the wine thing, most people didn't understand, there was an opportunity to really market. so i, from 17 to 18 years old,

16 to 18 years old, iprobably learned more about wine than mostpeople should ever learn in their lives, i was a terrible student, i started getting f's in fourth grade, i punted it very early in my life. i would tell you that iif could wish anything for everybody in thisconference right now, if i could actually wish you anything besides health, that would be number one,

but if i could wish youanything besides health, i would wish you self-awareness. i truly believe thatself-awareness (audience applauds), i truly believe thatself-awareness is a big deal and my self-awarenesswas extreme as a kid, and i just knew who i was, and even though the market. don't forget, i was an immigrant, so the way out for immigrants

in america, for a lot of youthat don't know, is education, they push it hard.(audience member shouts) so all my friends, my parents' friends were pushing education,all the other russian kids went to yale, and ifthey were like a loser they went to nyu. (laughter) i was like getting f's, but my parents supported my entrepreneurship, but more importantly than that,

i was gifted, 'cause i really, i'm trying to figure out how to teach it or elevate it, because it's a big deal, but i was gifted with self-awareness by 12 or 13, even thoughall my friends' parents told me i was a loser, 'causei was failling classes, even though my teachers said that, i knew, i knew becausei was making a crapload of cash every weekend (laughter).

but i also knew becausei just could taste it, i knew who i was. so, anyway, i got involved in my dad's liquor store, my plan was not to go to college, my mom, this is how much my mom didn't know about the education system in america. my mom came to me in february of my graduatingyear of high school.

you know, you're graduating in 90 days and goes to me, "so whatare we doing about college?" i'm like, i've been doinga lot of things mom, i'm not going, and thenshe punched me in the face and (laughter), like acouple of days later i, this is not a joke, thisis how i went to college, a couple days later, i got a postcard in the mail from mount ida college, and i filled out my name and address

and send it in and that'show i went to college. so, that fall i went to mount ida college in newton, mass, i was in my dorm room on a very faithful day,playing madden '95, dominating by the way, (laughter) my boy comes in (chuckles), and says, "hey, you gotta come see this," i went into a dorm room, there's eight dudes,

they're standing over a computer, i had a word processor for the papers i was supposed to do. so i, at this point, i'm 18 years old, i've spent maybe 30minutes on the internet, excuse me, i'm sorry, 30 minuteson a computer in my life. i'm old, so like that'show we did it, right? and so, i'm standing infront of the computer, i understand, at this pointthe information super highways

in the news, i hear for the first time (loud mouth beeping), is 1994, (laughter) i'm like, is this the internet? the information super highway, oh my god! i, eight dudes are standingover an aol chatroom for five hours, i waited three hours for my turn, (laughter) i get on the internet,and within seven minutes,

and i could barely use a computer, i still can't type,like, in seven minutes, i'm on a random aol message board where people are sellingand trading baseball cards. and within 30 minutes of ever being on the internet in 1994, i realized, holy crap, i don't need to open up 4,000 liquor stores, i'm gonna sell on this thing.

and that's my relationship with the internet. (audience applauds) don't clap, 'cause i didnt' accomplish anything yet, but hereit comes. (laughter) i figured out, i startedgetting super interested, i, like, you know? when i came back from, wedidn't have cell phones, and you didn't know yourfriend's phone numbers back then, like when icame back from school

that summer, i found a couple nerds from high school, i was like, yo, nerds, you know this crap, right? they're like, "yeah," i'm like, alright, like, i went to theirhouse, they got like a modem in their phone, they're weird as hell, it's in the basement, it's awkward, but i'm like, this is it. and so (laughter), two years later,

i launch the seconde-commerce wine business in america, called winelibrary.com. and so, it's comin', (laughter) and then in 1998, actuallythis is a good story, this will, you know what? this is a good story for a lot of people in this room, you know, i've audited a lot of people in this room, looking at people using the hashtags,

i've spoke here three or four years ago, i've got a solid sense ofwhat's going on in here. i'm really excitedbecause this little story i'm about to tell, actually, i've never said it this way,joe mama, i see you brother. a lot of people have heard this before, i'm actually gonna tie this in nicely. i would tell you the mostinteresting thing for me, in this room today, is the following,

i believe that i'm standing in a room of non-marketers or brand people. non! i think i'm sitting in the room of transactional salespeople, and by the way, i like that, just so everybody knows, i'm not saying that's bad or good, but i feel that the far majority

of this room are transactioners. one of the biggest reasonsthat there is a stunning disrespect for social media in this room is because the far amount of people here work on quant and transactions and data and short-term business metrics, not on brand and marketing,and long-term business metrics. so, i'm gonna break thatdown, (low clapping) thanks back there, oneperson was clapping,

he's pumped! (laughter) so, (chuckles) this is what happened, and this is why i launched winelibrary.com in 1996, just remember. how many people here, over the age of 38? raise your hands. love it. so, a good portion of you remember what i remember, which was,

and by the way, some of you thought this, people thought the internet itself was a fad, not snapchat or twitter, the whole damn thing. (laughter) so, i remember literally giving a talk in 1996 at the chamber of commerce of like, i launched a dot-com, and like people making fun of me, i literally was on a panel with a guy

who sold yellow pages, (laughter) and said that this kid, he said, in a big crowd, no, small crowd, but he goes, "how many of you "in this section, how many of you "have ever bought or will buyanything from the internet?" and nobody raised their hand. (laughter) i'm 22 years old, and he goes, "and this kid is gonna tell you

"that you're gonna buywine on the internet." and everybody goes, haha ha ha. (laughter) so i'm sitting there, this is the part where i really wish you let me curse, but, (laughter) (crowd cheers) so i go, so i go, so i go, and this is funny, and this is interestinghow the world played out,

i said, this is actually my, and i didn't realize how the world was really gonna play out, i said, you know i really wish this was being recorded, is what i said. i said, because you're gonna be on the wrong side of history. the biggest problem and slash

the biggest opportunity to make and lose money is, most people sitting in this room, just a straight fact, are projecting all their decision-making completely predicated on how the world is right this second, without projecting or deploying emerging consumer behaviors. i, for a fact, stand here today knowing that 20 years from today,

which, depending onhow you think about it, is a long time or a short time, feels short to me, 'cause i'll see it, i won't be dead. 20 years from today,everybody in this room will be living in a virtual reality world, and i mean the people inthis room will be sitting at home or whatever thehell we're living in, because we're now in a vr world,

probably all in san diego, 'cause it's super nicethere, right? (laughter) and you will literallyput on contact lenses or whatever, it's not gonnabe this bullcrap oculus, it's gonna be contact lenses and who knows what could happen in, maybe, you know, lasikright into your eyeballs? right? and you will sit there, and your brain

will believe what you're seeing is real, as what's happening right now, 98.6%, by the best scientist right now, you will believe it. so let's take a step back, in 20 years, you'll sit in a room, and you will believe everything that you're seeing, even thoughit's not actually happening, 'cause we've all now lived life,

and you'll, 98.6% believe it. there will be a pointin human beings' time, where what we're doing right now is gonna be debated as real life, compared to what's going on there. if you don't believe that, then you haven't been paying attention to how humans arewalking around the world, looking at their phone all the time,

regardless of situation. and though it was a social awkward thing that we pushed against, now the oldest of us are more than happy to do it at all times in public. my friends, the internet, is the biggest shift in our lives, ever, more than the printingpress and caves, ever! vr is coming and it willbe the next platform.

i will probably buy the new york jets by my investments in vr, but it's gonna take 20 years, right? it's gonna take 20 years. right now a lot of peopleare investing in it, and they're gonna lose money, just like all the people that tried to invest in the internet in '91, '92, they thought it wouldbe done by 1995, 1997.

i made those same mistakes, when i launched winelibrary.com in 1996, i said, by the year2000, 50% of my business is gonna be online! you know, it's still 33%. and we were ahead of it, and really bet on it, so, you know? and by the way, just toput things into context,

e-commerce, things we buy and ship, still only represent 15 to 17%of all commerce in america. all that prime still just adds up to that. so, things happen faster and sooner, but what i wanna talk about is why i launched winelibrary.com. i launched it in 1996,and the first two years, that business did about $1,000 in sales, in two years.

i was still in school, nobody even knew what a computer was backat the liquor store, so it did $1,000. we paid $15,000 to build it. i don't know how many of you have a soviet father, (laughter) but sasha vaynerchuk wasn't happy with that roi. (laughter) it's the same way so many people

in here, when they talk about snapchat or other things of that nature, wanna know what the roi is today. winelibrary.com, from 1998 to 2003, in a five year window helped me grow my dad's business, andlet's break this down, this was a $3,000,000 a year business, that was making 10% gross profit, so it was making $300,000in profit before expenses.

now luckily, sasha didn'tpay anybody anything so he got to take home150k or what have you. and he was investingand owning the property and that was his, he made it, right? came into this country withtwo bucks, so, he made it! i grew that business, no cash infusion, no raising money, no m&a, no partnership. with no money, i grew that business from a three to a 65million dollar business

in five years. (crowd cheers) i did that on what i wanna talk to you about today. i guess i put it up in my slide now. i suck crap at 99.9% of things in my life, i'm crap, i'm bad, i don't know much. really, i'm pretty like,

i'm stunningly undereducated,right? (laughter) you know what it is? i do have huge eq, my emotional intelligenceis through the roof, that's why i'm gonna be a billionaire, 'cause eq is more important than iq. so that's good, but, (crowd cheers) but, this is the only thing i do. what i, now that i'm 40,

i finally figured out what do i do for a living, that's what i do. i, day trade attention. that's what i do. so, my career was, i thought e-commerce was gonna big in 1996, the market didn't, i bought e-commerce, inessence, follow me here, i bought, i paid a lot for the site, don't go tactical, gohigher level with me,

i bought into e-commerce, which meant all my behavior, i didn't try to make more money and buy a second liquor store, i tried to make a lot of money and build a website. i bought e-commerce in '96, '97, '98, '99, when the market didn't believe in it. then i started and i boughtinto email marketing.

how many people here have done email marketing in their careers? raise your hand. (crowd cheers) great! i did, i, in 1996, in mid-1997, i had a 200,000 person email newsletter for a wine store, that had 91.3% open rates. - [voiceover] wow!

- yeah, and by the way, i'm not fancy, like, thanks for your wows or whatever, here's why, i day trade attention. nobody else was doing email marketing, so people, you know, one more time, how many people here are 38 and older? right, good, we're old in here, so stick with me (laughter),

you guys remember this, remember all old dudes and chicks? remember what you did with email the first couple years we had it? we read, (loud clap) youngstersthere's a lot of you, too, youngsters, we read every(loud claps) single email and every word of every email for four years! (laughter) because more than i know that the sun

will come up tomorrow, i know that marketers ruin everything! (laughter) it's what we do! and it's because we day trade attention. i started email marketing, that helped me, as youcan imagine, quite a bit. how many people here havebought google adwords in their career, believe in that?

good. the day it launched, ibought the word wine, for five cents a click,because the minimum wasn't 10 cents yet, and i owned it for nine and a half monthsbefore anybody bid me up. because i was day trading this thing called google adwords while everybody was talking about what's the roi, let me, that's not true.

for the first two years, nobody knew what it was, they didn't know it existed, they were still in yahooand freaking askjeeves.com. (chuckles) so, and then, while people debated, "does this work, what is this?" i was just doing it, as a matter of fact, i would tell you thefundamental biggest mistake

of my career was not spending all my money on google adwords, the reason wine library, you'll like this, wine library right now, for the first time in its existence under my watch, is spending every dollar on just one marketing behavior, only facebook ads. no google adwords, shifting it,

only facebook, because what i learned from google in 2002 and 2003, is changing my behavior, which was, when somethingis grossly underpriced by the market, becausepeople aren't practitioners. do you know how many people in this room have strong public opinions on facebook ads, have talked crap these last three days about facebook ads

and have never run facebook ads? 'cause that's what we have a room full of, headline readers, non-practitioners, or practitioners in one craft that has made them money, so they love it so much, like it's their firstgirlfriend (laughter), right? you get romantic abouthow you made your money, you were good at email marketing,

so know you want it to be good forever, you were good at google adwords, so you wanna be good forever, you were good at affiliate marketing, so you wanted to be good forever. but that's not how markets work! right, so your affiliate marketing and google adwords and email marketing disrupted other things.

there were older dudes than you that loved direct mailand magazine copyrighting and horsecrap like that. (laughter) and then you came along, in your younger years and said, "this google thing's good." and now you're not happy, but you refuse to look at data like, oh, i don't know, google themselves

putting out data that google adwords are down 19% in clicking, because we've gotten used to it. sally, arkansas, doesn'tgo to google anymore and click every ad, every time. got it? and, by the way, i'll comeback five years from now, icon 2021, and be asked not to curse and (laughter),

and i'll come here and say, you guys are stillspending money on facebook? you idiots! the market is shifted,because i day trade attention, i have no romance for any marketing or business behavior and never will, to the day i die, period. and that's a very importantstatement that so few in this room actually deeply believe.

and if you did, then you would never disrespect anything new that has 150 million active monthly users, like snapchat, because it doesn't have a click-out function,so you can figure out what the conversion rate is. (laughter) we are living in two very separate worlds, the reason i am going to make billions

and have made hundreds of millions and the reason many inhere will make millions is 'cause there's adifference between sales and transactions and brand and marketing. and here, (loud clapping) you'rewelcome! (audience cheers) and here's why i'm here, not to say, oh i'm so cool and i make more than you, 'cause plenty of youwill make more than me, it's not that, it's thatif you just gave an ounce

of respect that brand matters, you know, if you just looked at what you were wearing right now and realized that's whyyou bought it. (laughter) if you just gave it a little respect, and you just cut yourself a little bit out of being just pure math arbitrators, if you just did that, if you just realized it was in your best financial interest

to take 20% of your moneys and behaviors and learn new things. and learn 'em! you would make so much more success out of your businesses. so much more. instead of doing the easy route, that has happened time and time again, you're gonna poo-poo the new thing,

there's so much value in figuring out what's happening on musical.ly, and after school and anchor and peach. do i spend all my time in that? no, two, three percent but the behaviors that i learned on socialcam,which crashed and burned in four minutes, were the foundation of what i learned to make vine videos and instagram 15-second videos,

which have deployed and created enourmous amounts of money for me. you're learning a skill, do you think the world'sgonna just stand still and never evolve? and so, we're making a lot of mistakes in this collective room,because we're stuck in a math game. the same stuff that put zynga and livingsocial

in a really bad place. so it's fine if you're playing at a micro, micro level and that's cute, and that's cool, and do you, and everybody's got different wants and needs in life, but please, please understand that the market doesn't care about you. when i saw uber, before iinvested in it, i called my dad.

when my dad came to america, he went to new jersey,but some of you may know, if you lived in the l.a. area, a lot of russians moved to l.a., and they went into the cab business, they were, you know? these are men, these are my dad's friends, by the way, these are men that came to america with no money,

and started being cab drivers, making two bucks an hour. they built up, you know, immigrants are really good at one thing? not spending money on dumb crap, right? so, they save their money forever, and they buy medallionand a car and they build. so, i see this thing and i'm like, man this uber thing's gonna,

and not at first, ididn't see it at first, that's a little bit later, but then when it, it happened fast. like, san francisco first market, the numbers were like ten x what they projected like week, i mean, it happened fast, right? we all know what uber is. so, i call my dad, i said,

dad, i gotta call your friend madic and nikolai and vladimir and all those cliche russian names (laughter) and i said, i gotta call your homies. and so, i did, he gave me the number, and i called them. now these are men that i love, these are like pseudo-uncles, these are my dad's best friends,

these are men that came to this country, worked their face off for 30 years, they're finally in their late 50s and 60s, and they finally havefleet of cars, right? they're getting residual,they're finally got their boats and, i have my dad's dna,my dad's a workaholic, he's gonna work, but a lot of these guys are startin' to chill a little bit after 30 years, they can enjoy themselves.

and i call them, and i go, look, this thing, uber, andi explained it to them, like, you take your phone and, i mean, you know? i'm like, the phone, they'll come. and they're like, "boychik,boychik, boychik. (laughter) "that's very cute, right? "but, da-da-da-da-da-da-da," i said, okay, cool.

36 months later these mens' businesses are literally, 36 months,after 30 years of working every day, 36 months later, these guys' businesses are worth between a nickel to a dime on the dollar that it was 36 months ago. guys, innovation doesn't give a crap about you or me.you're just in the way. and what most of you dois you wanna hold ground

as it comes directly in your face. my friends, can we all agree this is an important device in life? can we agree, can you (mumbles)agree with me on this? - [voiceover] yes! - do you know that 53% ofevery person's attention, the collective, on this device is spent on social networks? 53%, you have games, movies,

calendars, runner aps, 53% of our collective,and not teenage girls in manhattan, 53% of the collective is spending time on social media. oh, i'm sorry, social media, a.k.a. the slang term for the current state of the internet. so, i can stand here and tell you of 50, not four, not one, 50 businesses

that i'm associated withthat are converting sales, leads, transactions, money, better on facebook than on google, or banner retargeting right now. i can, flat out, best in class e-com guys, how many people here arefamiliar with the app wish? raise it, i wanna see how many of you, raise it high, i wanna see. so, good, wish, the fastestgrowing e-commerce product

in the world. huge in every country in the world. it is founded by 13 members, but three core founders, that were all on google's adwords team. every dollar they have spent to build the biggest shopping app in the world has been on facebook. my personal trainer, mike, (chuckles) has made more transactions

to his $400 a month online course through snapchat contentin the last 90 days than he has on facebook ads, twitter, google adwords, affiliateand instagram combined, in 18 months. this is not headline reading,this is not hyperbole, this is not curiosity,this is not the future, this is happening right now. here's the fundamental difference,

mike's a better practitionerin snapchat content than he was in the other stuff. there is a land grab going on right now on snapchat, because people don't know who to follow, there is no functionality, so, he gets that awareness. and we've watched this very carefully, so much of it is not even coming from me, i'm on purpose not givinghim as much shout-outs

as possible, 'cause i wantto see it naturally happen. i just want everybody in this room to understand, i'm not predicting here, i'm telling you the past, the past will tell you the future. it's always the samegame, it's happening right in front of your eyes,you're going out every night, when you go out every night, every night, and you go to the restaurant or a bar,

when people are opening up their phone and going to instagram or snapchat, they're not searching on google. they're not going on a random site that has an affiliate link,they're not getting pumped to go on their phoneand click a banner ad. how many people in this room have never, on purpose,'cause those x's are small, how many people in this room have never,

on purpose, clicked a banner ad on their mobile device? raise your hand, everybody. i mean, you're living one way, you're living one way as a human being, and you're marketing a separate way, and in that arbitrage comes going out (loud claps) of business. it may not happen today.

it may not happen tomorrow but it is full-on happening. and it's happening because of a couple of different things,early consumer behavior, i can't believe whati'm about to tell you, i now no longer travel with a laptop. for the last three weeks,no, a little bit more, last, for this actually, this year, every trip i've taken, i'veonly taken with my phone. i now do everything i do on my phone.

it, that's insane, like, to me. even to me, that only preaches this, like, i can't believe that. like, when you think aboutyour conversion rates and your funnel, and your optimization on your dot-com desktop versus mobile, go look at those numberswhen you get home, see how that math works out for you. my friends, i implore you,

whether you agree withthis hyperbole or not, take five hours, it's not a lot of time, and please understand that shifts are happening very quickly,and it is super cliche why people lose because they don't adapt to current market behaviors, not because they're not smart, but because you startedmaking a couple of bucks and you don't want it to go away.

guys, the quickest wayto go out of business is to be romantic abouthow you make your money. it's a big deal, you know? you could have rah-rah. you can have balloons or whatever the hell you guys were throwing up here, rock music, give awards, paper checks, that's all fine and dandy. you know what's way more interesting? the market.

the market is doing its thing, and it's happening fast, andyou can get very confused, very quickly, because normally when you're playingarbitrage, 'cause that's what so many of you are playing, normally, when you play arbitrage, here's what it looks like. and what i mean by arbitrage, just to make sure i'm giving clarity is,

you're playing conversation base, right? you're buying ads for this,you're converting that, it's just math, you're buying these leads for that, whatever it is, whether it's affiliate, or google or facebook, it doesn'tmatter, it's just quant, right? it's just math, right? here's how those businesses look, for all time, not today,du-tu-tu-tu-tu-tu-tu-tu, pfiu.

and so, i come here with empathy and try to get people to understand that you have to pay attention to where consumer's attention's going. where technology is going is more scary for a lot of people in here, that are not in the brandingand marketing business, and are in the conversion business. and again, conversion business, you know?

you're buying ads that lead to whatever you're selling, supplements, masterminds, e-books, whatever the hell you're doing, it's all that. and let me tell you why, because starting with this, du-du-du-du-du, remember that? tivo? when that happened, everything changed.

watch this, this is for myown personal gratification. how many people in thisroom, (clears throat) when now watching television, watch it on their time? meaning, outside of live sports, tivo, dvr, netflix, when a show airs, you don't watch it, youwatch it when you have time. raise your hand, everybody. (laughter) how many of you, when given the option,

fast forward every single commercial? everybody. my clients, at vaynermedia,unilever, pepsi, turner, toyota, all the bigget brands in the world spend 80 billion dollars making commercials andthen distributing them and not a soul in america's watching them. and even if they get lucky enough, that you see it, because you're in bed

and your remote controlfalls off your bed, even if that happens, every person in this room grabs their phone and checks their work,checks their instagram, sends a tweet, and then they sell you on this bullcrap that, "but sports is "still the last holy grail, right?" meanwhile, the highest engagement on twitter spikes alwaysare during commercial time

of big sporting events, 'cause everybody wants to tweet about stephcurry's half-court shot. so, while that mountain goes up this hill or that cute girl triesto sell you a soda, you're paying attention to this, not that. that same thesis of technology that created fast forwarding, because the only thing you guys really care about is health comma money

comma your family comma, not in order, or depends on how you roll, (laughter) and finally, the one that most people don't understand, the fourth one, and it's the big one, andit's the fastest growing one in value, time. you care about time,and you don't realize it but you're doing a lot of things where you, if you broke down your life

the way i break down your life, and you realize how much money you're giving up for time, you would go crazy. you would not believe someof the stuff you're doing, 'cause you value time so much, that you're overpaying, i mean, it's. i started doing somethingthat really bothered me, i'm an immigrant that came from nothing,

like four or five years ago, i started leaving all the change that i got back, on the counter. and i was like, oh, god, if my dad saw this, he would rip my face off, right? (laughter) you know? all of it, 94 cents, one cent. and somewhere around two years ago,

was like, oh my god, time, like i, something that some of you, how many people have watched dailyvee? appreciate it. (crowd cheers) you guys saw a couple of episodes ago, i don't tie my shoes, ever. (laughter) time, i'll tie time iflike i finally settle down and i'm, but i would never be walking and stop and tie them.

time, and time's why wefast forward commercials, and time is why technology is gonna be built like ad blockers, like what's going on now where everything on a mobile device that is either an affiliate or an ad or a click to something you don't want, outbrain, taboola, that world, will not be in front of you,

'cause apple doesn't need that money. please understand, the reason so many of you like me because i'll answer your questions any time, i'm not trying to have like gated wall or a mastermind, yes, every three years i sell a book for $19, kill me, but for the most part, (laughter) for the most part, it all is me giving away?

yeah, i'm a good guy, mom and dad had sex at the right moment and gave me nice guy dna. (laughter) but there's another reason i do it, it's 'cause i'm building a brand, i'm building a brand.(audience cheers) i'm not tryin' to transact you at every corner, like every other. do you know how many people right now

are running ads for snapchat crash courses for 300 bucks, who are completely just ripping off my free content and packaging it up and then are fans of me and saying, "this is great," and then doing this bullcrap? so, my friends, my friends, it's fine, and i will never stand here and begrudge how anybodymakes their money,

you do you, but i standhere in front of you today, icon, caring about my brand forever. caring about my legacy forever, caring more about how i made my money, than how much i made. (audience cheers) and, what the dirty little secret is of that little mother teresa rant, is not only do i get tobe a better human being than most people, i actually

get to survive every shift in technology, because i have a brand, because i can go do the next platform, because the day i decided to get serious about snapchat, i already had 9,000 views on my snaps, 'cause i brought value, not transactions, and this, my friends, is a room full of transactors, and that's the truth and you know it.

and it is what it is, and i'm telling you it's not because i'm mad ori wanna stand on top of you and say, that's it. i'm saying it because i want you to win, i'm saying it because what's great aboutcapitalism and marketing and business is you can change tomorrow and it can change, but too many are crippled by the money they make. and what really pisses me offis i have some real friends

that are transactors, makinghundreds of thousands, millions of dollars, and i tell them, shift it, you'll be safer, shift it! and, they're like, "ican't afford," i mean, these are, you know? wine background helps, i get them, i know which wines have alittle more alcohol than others and i'm like, (laughter)so when i get them in a real place, afterfour glasses of wine, when.

you know what pisses me off? i go to conferences like this with them, they sit with me on stage, they spew their bullcrap,because they wanna make money on you, and then when i get them drunk, they're like, "yeah,you're telling the truth." they can't be my friends, i can only call them my acquaintances or my contemporaries.

they can't be my friendswhen they do that, right? and, when i talk to them, they're like, "gary, i can't afford it," and they get real with me, these are guys i've known for seven, 10years, they get real with me, they're like, "gary, it's hard to go back, "i came from nothing, now i got this." and i look at it and i'm,they have so much, you know? one of 'em right now literally,

he vacations like 40% of his life, he could vacation 20% of his life and deploy the other 20% against building an actual thing that has value to the end consumer long-term. my friends, we're at a very awkward place in internet culture, whereeverybody's absolutely, and it's just business culture, it's not even internet culture,

where everybody's absolutely thinking way too short-term. the scarier part is, this mobile shift is happening very quickly, and you're gonna wakeup in 36 to 48 months and all that desktoptraffic is gonna be gone, and you're gonna have to adjust, and people's attentions aregonna be in different places, and you're gonna have to adjust.

and things are gonna come, listen, i don't, listen, i like d.r. better than branding, too. i like math. i like knowing the math. i love running facebook ads and running 80 bucks and getting a customer for wine library for a buck 20, and knowing that they're gonna shop. like, i love it!

it's just only part of it, it can't be your business, right? i don't like snapchat,snapchat's hard! (laughter) snapchat is hard.you have to create content. it's television, it'syoutube, it's way harder than writing copy, or being good at planning the creative and the planning the segmentation and cohorts and math. math is commoditized,

brand is not. and that's just true, it's true, there was no math that got me to buy these nikes. nike's brand got me to buy these nikes. and, there's so many smart ways to do it. campaigns using instagraminfluencers for their business? jesus. (laughter) i would tell you besides facebook,

the best math arbitrage in the world is instagram influencers productplacement and conversion. yet, because, you know why i asked it? because i know that it'snot pure math, right? it's not pure, there's an ad platform, and i can just do it, there's no algorithm, there's no exchange, there's no affiliate, there's no that, because there's some other thing

besides that, where you gotta reach out to a person, negotiate, something. and you gotta think about the creative, and how the brand looks on the picture, because there's something, 99.6% of this room is not involved. even though mathematically, it's so easy to track,because they run it, they do a call to action with a code,

or they put a link in their profile and you can quantifiably, not qual, quant. not qual, quant! yet, because there's just 10% of something that isn't horsecrap, man,i'm really fighting here. (heartily laughter) because there's only 10% of something that's not algorithmically,sit in your shorts, not talk to another human, run all math,

this entire room has stayed away from it. while in march 2013 it's the second best quant conversion on the internet. shredz and protein world have gone from zero to 50 and 80 million dollars in sales in 24 months, product placing their crap on pretty girls on instagram. where are you guys? i'll tell you where you are,

you're in the cliche place, that makes the next five years not look so good, that's where you are! so, i come here to be debbie downer for a few minutes, (laughter) only out of love, onlyout of hope (loud claps) that three to nine people in here listen to me hardcore and do (laughter). and i'm, by the way, i mean it!

i've done this a long time. i see a lot of faces i'veknown for a long time, i know that i can come in here and do my thing, and everybody feels it and bunch of, i mean,i'm watching your faces, that's why i'm glad the lights are on, i'm seeing what's going on, people are commenting about people that are doing the snapchat thing,

and who's doing it, soit's like, i'm watching. and people get inspired, andpeople get somewhat curious, they may go home and godown the rabbit hole, they're thinking aboutother people in here that they know thatwere kinda selling this, and they're like, "oh, wait a minute, "maybe i should go talkto rick one more time." i know what's going on. and then, this is what happens.

next thursday happens, and next thursday you're quant game didn't look so good, you made a little bitless than you thought you were supposed to, one ofyour goddamn affiliates dropped out, and yourmoneys don't look so good and you go on the defense, and go back to tried and true, instead of the offense. and you look that wave of innovation in the face, and it's over there,

and you look at it with complete and utter disrespect as it comes marching directly for your mouth. and so, i'm looking forthree to nine people, the three to nine people that i get every four or five years, that say, "gary, i saw you atsouth by southwest 2011, "i was one of those copyrighter jerkoffs, "conversion, this, that, the other thing.

"i was making 800,000 a year selling pills "from china that i white-labelled, "i had no idea what is in it. (laughter) "i bet you i killed thousands of people. "and then you spoke to me, you spoke to me "that day, and you changed my life. "i was some $480 e-books that all it was "was crap i got for freearound the internet, "and you spoke to me, and you changed me."

that's who i'm looking for today. three to nine of you, (audience cheers), that are willing to be patient to be proud about when your kids look your name up on the internet in 30 years, and realizeyou did it the right way, instead of the wrong way. (audience applauds and cheers) and you know what the best part is for me?

and i want to go into q and a now, so, listen, i've clearly set the tone for a direction of atalk, they've got runners, please go practical with me, right? let's go into q and a and like, please go practical, likethis transactional thing, i'll answer any social one-on-one on this. i highly recommend youdon't leave, at all, that's a humongous mistake,

you're leaving a lotof money on the table, but do your thing. (laughter) but i will say this, i will say this, the best part for me about this whole talk is i'm gonna be historically correct about what i just said, this will get replayed and regurgitated and i'm gonna feel really good. it feels fun for me wheni got made fun of

that facebook would never age up in 2007. right? when i said the grandmathing is gonna happen, i said, kids are gonna get older, they're gonna have kids,they're gonna put pictures on there, and the grandma is gonna wanna see the pictures and they're gonna start using it. it's fun for me tostand here and tell you, you will all be on snapchat in 36 months

and you're like, "no way, man." cool, see you in 36months, rick! (laughter) and so, (laughter) and so, that's fun for me, and so, i don't want this talk to just be fun for me. i want it tobring value for some of you. so, listen, it's not easy to go back, it's not easy to invest. you know what really pisses me off,

mainly on the collective? is people just don'twanna put in the work. like, you can keep all the vulnerable or bullcrap money thatyou're making right now in parallel to learning this thing that i'm telling you, by just working four more hours a day,instead of, you know? i don't know, maybe you shouldn't rent expenive cars for the day,so you can take

an instagram photo and tell the world what kind of pimp entrepreneur you are. jesus! maybe that, right? maybe that would be a good goddamn idea? thank you. - [voiceover] alright. - [gary] thank you. (loud techno music)

alright, we got a lot of time. we got a lot of time for q and a and then i also pushed back a bunch of calls, so i think i'm gonna do a little bit of abook signing afterwards, too. (audience cheers) not sure, so. and some selfies would be cool. alright. - [voiceover] hi, gary.

- where you at?- [voiceover] right here, right here, right here. - alright homie, what's your name? - [voiceover] howard partridge. - howard, how are you? - [voiceover] i amphenomenal, how are you? - super great! - alright. so you said that vr is the future,

don't humans long for flesh to flesh, true community, and if so, how will those two coexist, in your opinion, in the future? - i think humans do. i think that when your brains get tricked, funny things happen, so i think, you know? when testosterone and other chemicals get lifted, you know?

look, there's a bunch of dudes in here that know when their chemicals shift, they become different versionsof themeselves, right? so, i will tell you that, yes, and we're not gonna all live in pods and not interact with each other, but i would tell you right now, and i'm, don't forget,i'm talking 20 years from now, i think we're seeing

the early stages now, but i'm completely convinced we're gonnaspend an enormous amount of time, maybe not in our homes, like, i'm actually, it's funny, i'm trying to think about like, should i invest in real estate and convert 'em into resorts that? i'm tryin' to figure it out, because there's gonna be someamazing businesses built

on the back of this new world where you can have your. i mean, bro, howard, what if we all literally felt we were right, what if this all felt real, and we were just not here? i mean, i know, i get it, i get it, but i'm telling you, sit here in 1988, let me be somebody

that told you about the internet in 2016, and they would never believe you. do you know how fast (snapsfingers) things happen? internet dating was weird and taboo seven years ago, now it is weird and taboo to not internet date. shit changes fast! (laughter) you're welcome. oh, we got a, we going this?

- [voiceover] hey, gary.- hey, brother. - first of all, when i first heard your story, i thought you were 22, so. - [gary] thanks. (laughs) - i'm so glad you're 38. (laughs) - [gary] i'm 40, goddamn it! - i'm 44, i've been- - [gary] you look good, bro. - my leads, thank you.

- [gary] what's your name? - my name is mitch. chervis.- [gary] mitch, awesome. - [mitch] thanks. (laughs) thanks, you know my name, i don't know what i said this for. (laughter) sorry. i go from business to business, i get my leads, they send me work,

i have an auto glasscompany here in the valley. i don't do anything on the internet. - [gary] okay, that's a mistake. - yeah, it's huge, right? - [gary] this internet things got a chance! - [mitch] but i, andi know it, it's i know it's coming, but i don't know how, like, i don't wanna be, you ever watch the office,

and there's like bob vance from vance refrigeration.- [gary] i don't watch tv. ever!- [mitch] there's bob vance, vance refrigeration, every time he introduces himself, he's bob vance, vance refrigeration. i don't wanna be mitch, i'm on the burton auto glass, like, i don't wanna be that.- [gary] got it!

- [mitch] but can you, can you have yourpersonal life on facebook, and your business life? can you have your personal snapchat and your business snapchat, and your personal instagram?- [gary] yep! - [mitch] is it authentic? - [gary] sure! - like, can my business,

i wanna be like (laughter), i don't know what theycall, you know what i mean? yes, that's the answer.- [gary] i think i know what you mean, but i thinkit's so ludicrous that all i could give you is, sure! - (laughs) it seems inauthentic to me, because i'm authentic with my guys that i go and get my business with now, i'm authentic with them, and we sit

and we chat and i-- - [gary] can i ask you a question, mitch? - yeah. - do you text other human beings? - [mitch] i do, all the time. - are you a fake, weird person when you text? - [mitch] no. - okay, good.

so do that on the internetand business. (laughter) like it's a, your mind, you decided to put your brain in a situation that makes you believe that. - [mitch] yeah. it's hard to-- - everything's hard, mitch! - i know, (laughter)like i don't wanna like, i don't wanna ruin mypersonal relationships,

i have personal relationships-- - oh, well mitch, don'tsell your best friend on your service! mitch, do you go toyour best friend's house every day and go, "heybro, buy some glass!" - yeah, i don't. i almost do the opposite,i know what you're saying, because i do shy away from my, everybody says, "oh,go get your warm leads,

"go at your family, goat your friends first, "and then you'll go outand get your thing." but what you're saying is-- - [gary] mitch, those are people that just sell advice and never build anactual goddamn business! mitch.- [mitch] it's true. - [gary] you built a business, everything i do online is how i did it 20 years in real life.

i never try to close on a first date, i wrote a book called,jab, jab, jab, right-hook, which was give, give, give, and then ask, not take, ask. so, just be a nice human there. as a matter of fact, if you really understood what i did with wine library tv, i educated people on it. why don't you educate people

on your genre, put outthat content, whether they. you know how many people bought wine because of my videos, not for me? let me give you theanswer, most. (laughter) because i was looking to build a brand, not a transaction, so you can go and educate people on. do you feel like your competitors or other people in the marketplace

are selling less quality stuff, bad advice and other things? - absolutely! - [gary] then teach america,mitch! (audience cheers) - thank you. - that feels good, right? that feels authentic?- [mitch] yeah, yeah. - you don't feel like a scum bucket doin' that, do you mitch?- [mitch] no i don't.

- no, okay! (mitch laughs) so do that! - [mitch] thank you. - you don't all of asudden go on the internet and turn into something like jerkoff. - [mitch] that's what ifeel like, i'm gonna go on there be like, "hey, everybody, "love auto glass!" i can just be yourself.- [gary] this is what

everybody's confused about with money and fame and notoriety, like, i get credit now, like, "oh, gary, you're so nice." i'm like, what? money and fame or notoriety doesn't change you, it just exposes you. the internet's notgonna change you, mitch, it's just gonna exposehow awesome you are!

- where are we goin'? - right over here. hey, gary, i'm matt, i'm a long-time-- - matt, your crew is hyped, you guys feel. (audiencecheers and screams) you guys feel like you're good people, (matt laughs) you're gonna be the ones, i've been watching your vibe on this talk.- [matt] we're the brands man,

we're the brands.- [gary] okay. - [matt] so, my name's matt,i'm a long-time lurker, but now i've seen everysingle #askgaryvee show, dailyvee, i'm lovin' it. - [gary] thank you, bro. - we run, my wife and i-- - so wait a minute, let'sbreak this down for a second. - [matt] yeah man. - you mean you'veconsumed all this content,

for free, i very often say on the show please leave one comment, it's my oxygen, and you've decided to never, (laughter) you didn't pay, and you never, ever wanted to leave one comment? - no, no, not at all. so, when i started watching. (laughter) when i started watching you,

i was 50 episodes in, iswhen i heard about you, so i watched all 50 episodes and then, i remember it being, it was like 57 or something, and you were like, youstarted it by going, "we got a lot of lurkers here, "you guys need to leave a comment." and that was the first show ileft a comment on. (loud clap) - [gary] alright bro, good, thank you!

- and then, from thenon, when an episode spoke to me, i left acomment, i shared it-- - respect, meritocracy! don't give it to me if i don't deserve it. - [matt] yeah, man.- alright. - okay, so, my wife and i, we run an online school forwedding photographers, we are wedding photographers, we're educators, as isour whole crew here,

so, my question is, we've built it to a spot that we're really comfortable with right now, but we can either keep it niched down and build it more, with that, our audience, which is a money audience in thescheme of everybody. or, we can use the framework we've build, the systemwe've built online, rebrand it, repackageit for another industry,

who can i meet some of you guys out there who need education in other industries. what do i do, do i go still with the niche or do i build bigger, nowthat i've got a system? - it's a personalquestion, but the answer's both can work, i think, if you go into other genres, you need to make sure you spend it anungodly amount of time vetting who your partner is

around their expertise,because what people normally do in this moment, is there's so excited about going wide, that the first person, they like, they back to like being romantic about it, like, "oh, john's a good enough guy "and seems like he knowsenough about pastries, "good, he's our pastry guy." right? so, i would tell you,if you wanna feel good,

and you wanna do the right thing, that you spend an enormous amount of time on vetting people in, andthen, more importantly, and this is back to hiring and firing, people are always crippled by hiring, i'll hire anybody. you could even walk into my office with a patriots jersey,and i'll still hire you. yep!

true. but, 'cause it's not about hiring, it's about firing, right?- [matt] yeah. - [gary] so, after you made a gut call, rick's the best tire guy you ever met, he's gonna be in the tire genre, then you watch, and if you don't like how rick goes, and this is where everybody goes to the dark side, rick becomes

the best salesperson. you know, 'cause rick's gettinga little black hat, right? converting a little of this, and he's your biggestearner, by percentage, 'cause you're making a vig on rick, 'cause he's on your platform, and that's when you, even though rick's the number one person, if he's doin' the wrong thing,

you've got to cut him. and that's the part that nobody does. - [matt] yeah. - nobody devalues currency over legacy. - [matt] yeah.- and unfortunately, that's most. which is, i mean, i'm glad you said it, 'cause that's exactly why we chose the people that are sitting here to be our educators in our first academy,

because they're people that we've known for a long time, we know--- [gary] of course, that's the easiest thing to vet.- [matt] yeah, and, they're the best. so, how would i actually reach out to people in industries that i am not an expert in and find those people whoshould be the educators in that? - [gary] it's called work,so what you'll do (laughter).

- i'm ready for that! - yeah, i'm sure, you did it, i mean, that's what's so greatabout today's world, right? you can literally type in into google any subject matter, see the first three pages results, click 'em, lists, go on twitter, see how they roll, you can watch them from afar, you know? since you've been watching as much

of my content, i'm sure you know, i mean, i feel very confident right now that you'll know how tosniff out certain things. just put in the work. what i would do if i were you is to try to think about the marketplace that is either the hottest, or the most profitable,like, make a business decision on which sector you go into next.

i also think, a complimentto your core thing is smart, so whether that's catering or filming or i just, i don't know, i would think about that, too. - cool. - [matt] so when it's marketing, and we give you a call, and say, we vetted we for quite awhile. - yes.

- [matt] my name's matt kennedy. done. (laughter) thank you brother. appreciate it man. who's next? - [voiceover] straight infront of you, in the back. - let's go to. oh, i get to pick? oh, this is fun.

okay. (laughter) hello. - [voiceover] hi. - [gary] how are you? - i'm good. - [gary] good, could youput your mic to your mouth? - okay. - [garry] awesome, what's your name? - terry.

- [garry] terry. - i didn't, i've never followed you, so, i apologize.- [gary] huge mistake, terry! huge! (laughter) but i knew it, i could, i knew that's what you were gonna say.- [terry] i subscribed to your channel. - [gary] thank you so much! (laughter) - okay, my question is,

you were talking is, i know that everything's mobile. - [gary] yes! - so why are we developing websites? - well, because mobile devices deliver us websites, darlin'. - [terry] no, but imean, on the big screen. - well, we shouldn't. when we design our websites today,

anybody in here who's when they're designing the ui and the ux, as it's called, should be designing for a mobile device, not for a laptop. - 'cause i've seen lots of money spent on beautiful designs-- - [gary] that's right! - that show great on a web page. - that's right, those arepeople that are not as good

at business. (laughter) it's just true. - [terry] thank you.- you're welcome. cool. number three, let's do it. - hey, gary. matt rickets, i've seen you at several live events this year, i was at thrive, thatwas a pretty good one.

i love that you customize the message for each audience. - [gary] appreciate it man.- [matt] very different kinda vibe tonight than thriveand digital marketer at their event, so. - it's mainly, i basically have a good speaking career because i really give acrap about you, right? it's literally you, right?

like, there's people, how many people have seen me more than once this year? - [voiceover] wooh! - right, so i'm scared of that. i'm scared of that, right? because most of myfriends and contemporaries have the same slides, it's the same talk, and so, i have no interest in you looking at your phone while i'm on stage,

so that's why i do it. - yeah, so, what i wanna do is ask you a tactical question (mumbles). - [gary] sure. - facebook, you talked about.- [gary] yes. - using it extensively in my business, it's unusual in thehouse cleaning industry. - [gary] house cleaning, okay. - not many people are marketing well.

- but are you using the new lead ads from facebook effectively,or are you still taking them off-site to capture leads? are you doing it right in the-- - both! i actually think the phone call ads are really incredible. - [matt] okay. - 'cause people are mobile devices

and just press the phone number. and the phone is an amazing closer. i test everything, man. i'm day trading attention, so what i, by the way, when somebody watch, hey, whoever's watching this, when you watch this in six months, whatever my answer is now may change. i'm changing my, this used to drive

my poor dad crazy. my dad's a real (spitsloudly) word his bond, stick forever, so like,when i would change my decisions, he'd belike, "but you said," i'm like, yeah, but i changed my mind, he'd be like, "what the?" he would be so pissed.(laughter) so, i'm using them all, depends on the, but remember,let's take it step back

for everybody, creative isthe variable of success, the words and the pictures and the video will impact the success. so, we could talk about the functionality, is it a click out to a website? is it a, within it's leadgen, is it a phone number? but if the creative isn't good, so, the reason i start withday trading attention is, facebook's attention is still underpriced,

even though it's more expensive than it was 24 months ago, mainly because a room like this is stillnot spending enough on it. and corporate america,forget those losers, right? so, you start there, but then there's a whole 'nother conversation, it's why i wrote jab,jab, jab, right-hook, because i was like,look, this is important. so, i would tell you,first, need to try 30

to 50, 100 different variables, different times, differentcadences, different, before you say. you know how many people here, you know how many people here poo-pooed facebook ads after spending their first thousandor $10,000 on facebook? losing players, bro. - and then one last thing.

do you still anticipate putting out that evergreen productfor small businesses or is that more of a long-term plan? - [gary] you mean the vaynermedia side? - yeah, we talked a little bit about that. - he's referring to, i'm, it's weird you said that,i was thinking about it most of the flight here today. i'm fascinated that mybrand is much stronger

in rooms like this thanit is corporate america. i built vaynermediafrom zero to 100 million in four years, in revenue, in an industry that didn't even know who i was, or liked me or buy what i want or has no. like, this, so, when i think about where am i leaving a billion dollars potentially on the table it's building a saas product around my core strength

for businesses of this nature. so, i think about it a lot. (laughs) i just, i'm pretty intuitive and i do things when ifeel like they're ready but it's on my mind. because i know i can win, i know that i can get $60,000out of every person here, and bring them back more. i just haven't put it all together yet,

because i won't launch it, even at the height of my career right now, separated myself from theother social media people would be really easy for me to convert, i care so much about lifetime value and legacy, that untilthe final little piece clicks in my head where i know even the worst practitioners in here will feel good about theinvestment they made on it,

i'm just not there yet. four! - [voiceover] hi, gary, thanks-- - i'm super into this. (chuckles)(audience laughter) what's up bro? - first of all, thanksso much for all you do. - jared. - [gary] jared, thanks man. - so, i currently use facebook,

twitter, a little bit of youtube and periscope for oneof my businesses and-- - [gary] what kind of business? - i'm a physical therapyprivate practice owner, and.- [voiceover] yeah! - thank you. (laughter) and i-- - [gary] people love to be heard, wooo! - i also teach, i have anonline business teaching

about private practice. and so, my question is, that i'm already feeling really stretched just to do those four platforms-- - [gary] makes sense. - especially in the way thatyou advised to have content, native for each platform.- [gary] yes, yep. - so, my question is--- [gary] what do you do about it, right? deep or wide, right?

- [jared] exactly, do i go deeper-- - so, here's my first question, how many hours a day are you working? - 10 or 12. - [gary] are you pumpedwhere you are financially, like are you at a spot where you're good, you're happy, like, you're good? - i'm happy, but i want more. - [gary] good, so work 12 to 14.

- [gary] that's the answer, bro. - can i ask one follow-up though, in terms of--- [gary] sure! - do you feel like it's more important to put that extra time into the platforms i'm already on, or do you feel that instagram and snapchatare so important now and moving forward that i need to add those in?- [gary] it'a good question.

it's a good question, it'sthe right follow-up question, so good job. i would look at the conversion, i would look at your business, and if i felt like there is a moment where if twitter doesn'tbring enough revenue in, and it's disproportionateto the amount of time that you're spending on it that you can jump off.

i've jumped off tumblr and google+, right? they became a time, so, yeah, there is a time, but, i still want you to work more, if you're not content, you know? content is content, you know? like, either you want more or you don't. like, it's a binary game, like, and so, you have to give up other things

and deploy more of this, if you want more, or maybe and there's nothing wrong with that, as a matter of fact, i, this is not a joke, and a lot of people would not believe this, if there was a drug that i could take and there probably is, but i'mscared of drugs (laughter), but, if there was, yeah, maybe a shot,

i'm scared of those, too. but, i wouldn't mind to takesome ambition out of my body. i wouldn't. you know? i wouldn't mind to have alittle more work-life balance, you know what i mean? like so, but, extra time fixes all vulnerabilities. one. - [voiceover] gary.- yes.

- [voiceover] thank you, man. - you're welcome, bro. - i got three questions for you, first one is, - [gary] what's your name?- [man] which wine pairs best with fish?- [gary] fish? - [man] that's first question. - [gary] spanish white riojas. - okay, perfect.- [gary] good.

- [man] i'll make a note of that, said on facebook last night i was gonna ask that question today. second--- [gary] way to come through, bro! - yeah. (laughs) second question is, my partner and i are here from calgary, alberta, canada. - [gary] love it. - we operate a realestate brokerage there,

we're realtors, obviously,(audience cheers) i'm very interested (garychuckles) in snapchat, been on the platform for about a year or so, just really started digging into it within thelast probably couple of months since you got on there and told everybody to get onto snapchat. (gary laughs) i'm comfortable with video, i've been doing video since 2010,

big inspiration for megetting on to youtube, starting a video blog, that sort of thing. - [gary] yep. - i'm curious, what kind of content should we be putting out there (gary sighs) in terms of snapchat 15, 20 seconds--- [gary] are you only selling, are you in renting spaces? - [man] so we do property management,

we have a mortgage brokerage, we also have a real estate sales division. - so, look you got amap the demo right now, right now snapchat in canadais skewing very young. so, one, you're investing,right, you're investing. you know, are you guysable to do transactions with the 20 to 35-year-old demo a lot? - sure, yeah, probably pushing more towards the35-year-old demo, for sure.

- so you're probably, my intuition is you're 24 to 30 months away, which is a long time, from like it getting really good. - [man] yeah, but i love what you say about investing into the platform. - but you gotta be practical with your investment, right?- [man] sure. - [gary] and so, i would tell you,

are you hardcore facebook? - hard work, we run a lotof facebook advertising. - [gary] how's it going? - really well, actually. really well. - [gary] it probably can go better. - okay.- so i would tell you, take 50% of what you were gonna do with snapchat, and deploy that to be better at facebook.

but still do snapchat. - [man] we're also on instagram, as well, we just started diving into it about three weeks ago, four weeks ago we've, we grown-- - [gary] so, seems like youbeen around for a little while, you remember my favorite conceptaround real estate, right, which is own the story around the town?- right. - [gary] quadruple down on that.- okay.

- most of you guys, like you, 2010 crush it! blueprint, do this, most of you have not gone far enough at owning the review of every business and park and store in your area, and the three to five i can think of that have, have destroyed it. - [man] right. - so.

- [man] okay, last question.- yeah. - [man] can i get a snap?- yeah. - [man] chat selfie?- yes! - [man] with you?- yes! - [man] cool. (audience applauds) let's go to two. oh my god, three's beard is amazing! i'm gonna save it, i'm gonna save it.

- thanks, brother. (man from audience shouts unintelligibly) - now, now, how many people here on snapchat? so, please take a picture, i'm gonna do a contest with you guys, there's a filter, did you see this? - oh, cool!- [gary] i made a custom geo-filter, for this talk only,

there it is.- awesome! - how sick is that?- thank you, brother! - you got it, bro! (loud snap)(audience cheers) weird high-fives are weird. - hi, i'm frances. - i'm fine. - [gary] good! - how would you recommend using periscope? - well, very carefully, for most people,

'cause live video is really hard. and so, i would tell you that, as i've been auditingthe live video space, it's been, i would really, one guy's point of viewis subjective, clearly, but i think 95 to 97% ofthe content is disastrous. it's super hard. so, first and foremost, i would say, do you feel like you can bring value

to the other person on the other end, instead of just checking the box that you're doing live video? is the first religious thing that everybody has to decide. after that, i would replicate what's doing well inlive video on television. so, i mean, i'm telling you right now, i think, this is random,

if you like love, like skateboarding or like basketball, or like hockey or street hockey, i think somebody can build a fairly big business where they can make like a 100,000 a year in a sponsor pretty fast, if they're the livestream of like the games that are goingon in their neighborhood. so, think about sports, think about qvc,

i'm stunned. i would tell you my biggest regret is that i'm not stilldoing wine library tv, 'cause i would be crushing 24-hour qvc wine library tv right now, i'd be selling a crapload of wine. so, replicate what did well on live and television, variety shows, sports, that, or telemarketing,

telethons, and just information. but, too many people just wanna be live, and say they're doing it, and not realizing that almost all their content isjust in their personal best vested in interest. i mean, you go look at some of the people right now that are periscope experts, they go on periscope, and they're trying

to sell you the periscope class. guys, can we just once and for all have a real discussion that we have to become dramatically more cynical of people that are selling people on themselves, when they've never built a business in their lives, outside of selling people? just a little bit, just a little bit.

so that's what i would do. - so, how would you recommend using periscope in health and wellness? - content, right? so if you can teach people, if you can create a scheduled class where it's always eightto nine in the morning, where you're gonna teach them yoga or things of that nature,and you set it up, something.

if you start with bringingthem value, you will win. most people don't wanna give anybody the real value, 'cause they want them to pay them for the real value, which by the way, with people like that, is 97% of the time crap to begin with. and so, give your bestadvice away to the world in a structured, scheduled way, build an audience, you'llmake much more money

with a yoga pants company, buying advertising on you, than charging everybody for the $29 e-book to how to be a yogainstructor on periscope. brand over transaction. cool, one, no, i'msorry, three, the beard. - [man] thanks, gary, i'm a huge fan. actually, i need you to sign my book. i just watched you (gary laughs)present at venture madness.

- [gary] i'm sorry, brother? - i just watched youpresent at venture madness, like an hour or two ago. - [gary] yes, we were there. - due to my beard, i'mone of the cofounders of the dollar beard club,don't know if you heard of it. we spent bunch of moneyon facebook and instagram, i heard a statistic, andi don't know if it's true but they say over 65% of all mobile videos

they are watched without sound? - yes, that is true. that's why vaynermedia is got a huge transcribing and kind of like, what else do they call it? captioning division brewing right now for all of our social videos. it's crazy. there's also a data point that i'm trying

to confirm of how much people are watching like three,four, five, six, seven, eight minute videos, all with captioning and, it's unbelievable. so the answer is yes,that is an emerging thing. - [man with beard] thank you. - you're welcome. come in here, i'll sign it real fast. this way you won't haveto stand in a huge line.

you had courage and ask a question. two! and i'll go, i'll just keep going, i feel like i'm out of bounds. - [voiceover] how's it going, gary? - so well it would blow your face off. - good.(laughter) so, just throwin' it back to our homie's virtual reality question.

- [gary] yes. - do you see virtual reality going towards more gaming or reliving an experience or being able to live anexperience with someone else, like a family member, whilethey're on a trip or something? - oh, you get a pen? yes! - [man] to both? - all of 'em. (laughter)

- [man] perfect.- right? entertainment, porn's gonna be first, 'cause they're always fast, right? so, porn will be huge, i'm super pumped. (loud clapping) i mean. is that my timer or wasthat, i said something weird? i hope it's my timer. but porn, movies, video games,

like imagine madden 2026 and you really feel like you're thequarterback, and it's cool. so, but everything, there's companiesalready now that are filming people's lives, so they can relive them, so you can literallyrelive holding your baby for the first time, and feel it, 98.6%. like there's gonna be, guys, tourism's vulnerable.

like, what if you reallyfelt like right now, you put on your contacts and you feel like you'reat the eiffel tower? like you really felt it? so, the whole world will be disrupted, just like the whole world was disrupted when the railroad came. guys, history, history, like detroit and pittsburgh and the ports,

when the innovation of a, you know, boats? that was the innvovation! holy crap, there's thisthing that can do this? and the ports became rich! and then railroads, ohcrap, that's different! like, and then suburbs, boxed stores and walmart made their bank, right? and then the internet, amazon, like, guys, the world will always do this

and you will always sit here and be like, "no, it's gonna be exactly like this "for the rest of time 'cause i'm happy "with the way it is." (laughter) so, yeah, i think all of those things. - [man] awesome.- and to answer it more interestingly for you, without hyperbole, it will be the talented entrepreneurs that decide which genres they go into

that will disrupt it. taxi cabs didn't have to be the next thing that went, it was just that garrett camp and travis kalanick decided it was. so, i don't know if it's gonnabe entertainment or sports or reliving things, it's gonna be the best entrepreneurs producing for that platform first, you know? jeff bezos decidedbookstores were in trouble,

he could've decided wine storeswere in trouble, you know? - [man] yeah.- got it? - [man] thanks.- yeah. four, i know i'm off the time, but i'm eating to my own book signing so i'm gonna go a little further. - [kassem] gary, my name is kassem. i appreciate you being here. i think my question'sgonna get me yelled at

a little bit, i don't want you to-- - [gary] do you want that, are into that weird crap?- [kassem] no. i'm a glutton for punishment, actually.- [gary] okay, good. - [kassem] i know what you're saying as far as high integrity marketing,principle center, provide value, and i know you're kinda saying stop putting things in a box,

and i'm gonna just-- - and by the way, i'm saying, if you're 100% in that, you should start debatingshifting some of it. i'm not saying, hey give up your 15, $150,000 a year arbitrage that's going into your pocket andyou're sitting at home and it's great and like, and then just go become motherteresa and close that down,

but i'm saying pay attention. - [kassem] absolutely.- okay. - [kassem] just, from aphilosophical perspective, i love everything you're saying, from a practical application perspective, like, if you were to write gary's, the 10 things that you need to do on a day-to-day basis to market like gary, 'cause i hear the high level,

thought leadership and building a brand, but what's the, i mean, walk me through the day-to-day. is that annoying? - no, it's not annoying,it's a great question. i mean, i'm in a differentpart of my career, like, let's start with, let's start with the fact that because i thought the social mediawas gonna be important,

after running wine library fromthree to 50 million dollars in revenue in a heartbeat(snaps fingers loudly), i started, after eightyears, 96 straight months of doubling revenue, 20%revenue growth minimum, every month that i operated the business. the first month that istarted doing twitter, right? our business was flat. so i made a decision, on whatever was going on in my life at the time,

that this future thing was so important, that i was gonna spend15 hours a day replying to every person on twitter, and built brand. right? so, i can give you that practical, 'cause that happened, what i did was, every day, i lost money, to invest in my future. and that's really what i'm saying here to everybody, right?

and so, if you're making money right now, you gotta decide how you'regonna make your money. i didn't know how iwas gonna make my money when i decided to build some notoriety and attention. at first, i thought i was gonnabe selling more wine, right? then i realized it was gonnabe investing in these things, which made me a lot, a lot of money. then it was, holy crap, they wanna pay

me $1,000,000 to write a book? that's money! then it was, wait, you wantto pay me $80,000 to speak? that was money. then it was, i'm gonnabuild a business again, 'cause everybody thinks i'm gary vee, and nobody remembered that i actually built a business, and i don't wanna be like all those other people,

so i'm gonna go back andstart another business. so i decided to start aclient service business, because i realized brands were spending all their money on tvand banner retargeting and email, and i knewthis social media thing was gonna come. so that day-to-day was, me and my brother and his four homies out of college, like, coldemail the cmo of campbells

and just start hustling and got gillette to pay us $80,000 to do an activation in las vegas with some facebook stuff that we didn't understand,that they didn't understand, and then i started hiring people and getting more clients and putting out content to lead to more business. like, i just, i built an agency, right?

so, it's not about building your brand and then an arbitraging it, it's about deciding what business you want to run and figuring it out. for example, i know that everybody in this room, listen to this, this is a good one, most people in this room can make more money than they're making by buying things

on ebay and relisting them on amazon. it's a crazy arbitrage right now. so, what i mean by that, is that was a tactic, right? like, hey, you wanna make $100,000? go find two categories, do the math over 40 days, 100 days, learn, put in work, and pick any random category

and buy it on ebay andresell it on amazon. (loud lone whistle) - [kassem] thanks, man.- yeah, man. and i think, what we did there, which is, thanks brother, you got a pen? who do i make it out to?- [voiceover] kyle. - you wanna take a picture? - [voiceover] yeah.- get up here. i'm cozy. (speaker isfar away from microphone)

oh, you're just gonna take a weird picture of me doin' it,that's so weird? (laughter) - and it's c-y-l-e. - c-y? wish you well, man. good luck to you.- [cyle] thanks, man. i think i'm gonna meet you at andy, in vegas,- [gary] hope so, hope so. good to see you.

one, - hey, gary, how you doin'? - [gary] really well. - good. i actually-- - my name is michael.- [gary] michael. - i actually tweetedabout one of the things doing at icon was to be to get you to sign my book, or sign a copy of your book

and you actually favorited it. (laughter) so, now i have to do it. - [gary] let's do it! my quick question is, i follow a lot when you're on periscope. - [gary] okay. - and i just wanted you to know i'm kind of in theonline seminar business, what do you think of blab?

do you think--- [gary] i haven't used it yet out of like an inside jokewith myself. (laughter) i'm not even kidding. so many people want me to do it with them, that i'm literally just jerking myself off and not doing it. (laughter) that's literally the truth. like, i'm on a random kick of like, i think it's funny.

and i don't wanna do it. but meaning on the flip side, back to everything you've heard from me, i'm watching it every day. like, i'm watching blab,and i'm watching peach, and i'm watching everything, everyday. blab isn't at a placewhere my little inside joke is more valuable for me to go, like, the second i decideblab's valuable enough,

i'll get off my little joke. - do you, well, quick follow-up, do you think that will kinda replace or actually compete with like the, all the webinar software that is, like-- - all that stuff. i don't know, i don't know. i mean, look, i do thinkthat online courses and that stuff is a big business,

there's a lot of players,chase jarvis has got his thing, udemy, skillshare, there's a lot, a lot players, everybody wants to do it, they all want to do the same thing, which is, they wanna build a platform, sit in the middle, let you do your thing, let me do my thing, take a percentage of our action, way too much. and that's what they're doing.

- thank you.- you're welcome. i think that's a race to the bottom. i think the person that wins it, charges people very, very, very little, everybody goes there and they win because the platform shouldn't make as much of the vig for the providers of the content who have the audience. are you gonna come up hereand get your book signed?

let's do it. alright, four. see, i blabbed you! you wanted it so bad, i wantedyou to wait a little bit. we're coming, though. hi. well, what is this, two for one gig? - [voiceover] can i? sure.- [woman] for my husband,

t-e-e-r-r-y. - t-e? - t-e-r-r-y. - mhmmm, terry. - yes, he's a big fan of you. - well, tell terry i'm very happy. - yes, can i get a picture with you? with you? - yeah!

- get on here. sorry guys, i can listen to the question. - gary, kerwin rae from australia, mate, how are you? - [gary] hey, brother, how are you? - good to see you again. - [gary] yeah, thanks forhaving me in vegas that time. - mate, it was a pleasure. it's really changed the face of the way

that we do business-- - [gary] meaning, meaning? you're welcome darling.- [kerwin] meaning, i'll give you some context. over christmas, i started to realize that we are socially illiterate when it comes to promoting or cross arrangedifferent social channels. and so i came back frommy little bit of a break

with a vengeance, and we're now, i have a videographer that'sfollowing me basically four days a week, we'reconstantly filming content, preparing it to push it out across a whole range of channels. snapchat specifically and just to give you some gratitude for that, in the first 10 days of being on snapchat, we actually netted about$11,000 in sales from--

- [gary] let me hear that one more time. - in our first 10 daysof being on snapchat we netted about $11,000 insales. (audience cheers) - let me just help everybodyunderstand what that is, that's called roi, motherfuckers! seriously, guys, guys, everything you do, andthe market looks for, that's called direct mail. it's been around forever,it's transactional,

you send 40,000 of 'em to the mail, you collect 18,000 coupons or 800 coupons, you run the quant. there's another thing,it was called television, it's how the biggest businessesin the world were built, it wasn't quantifiable, itwas just scale and brand. digital came along and everybody decided that the better bet was direct mail because you could measure it,

and they wanted to punt television, 'cause you couldn't. - [voiceover] yeah. - cool, keep going. - so that 11 grand came fromno direct promotion whatsoever, just from snapbacks--- [gary] oh, weird, when you actually bring value, people are like, "oh, this feels better "than the douchery thateverybody else is doing."

weird! crazy, crazy. - which would happen while i just leaning how to basically use the tool. so, to get to the question, i'm curious to know if you have a specific snapchat content strategy?- [gary] are you wearing a snapchat t-shirt? (laughter) - i am.

- [gary] jeez. amazing. - and i cannot tell you, i have literally had probably, i'm gonna guess here, maybe 30 people thathave connected with me as a result of just wearing this t-shirt.- [gary] sure, they did the screen, yeah.

but i'm curious to know if you've got a specific content strategy for snapchat? - [kerwin] outside ofjust providing value, like is it, like, you try to have a frequency there, isthere something specific that you're tryin' to go for? - no! i use it where i know thatsomething else can't do it. so on days i'm doing dailyvee

and i know drock's there, i don't have to document as much, because i know that's taken care of it, but when i'm traveling like iam right now, i'll do it more. but what it's really there for, and i wonder if anchor'sgonna do this for me as well, is it allows me to not lose the 80,000 things i wanted to tell all of you over the last seven years,

that i didn't, because i didn't put it in twitter form, i didn'tput it in youtube form, but snapchat, like, yesterdays'snapchat secret rant brought a lot of value to a lot of people, i got hunderds of emails. and so, that wouldn't have happened without snapchat, i wouldn'thave done that in twitter form. so, i'm using it for when i feel that there's no other outlet for it,

but there's no direct strategy, like i'm gonna post seven times a day, at these timezones, because my users are in china, and here in the us like. i don't do that, becase that, again, is good, and you can do that, and people should do that and it's fine, it's just not what i do.

- do you think it's possible, and i know i'm gonna--- [gary] yes, i definitely think it's possible! - do you think it'spossible to snap too much? - if it's good, no, if it's not, yes. people will watch a four hour movie if it's great, nobody's gone there and they're wrong, i might make one just to prove it. (laughter)

and, they will get outof a six second vine two seconds in, if it sucks. people are always trying to look for, "gary, what are the ninerules of a good snap?" guys, it's value! if you're great, i can fucking stream 24 hours a day and pull it off, 'cause i gota lot of value. (laughter) really!

but probably i'd run out, too, right? like, it just comes down to how much value can you bring to the audience. - thank you.- [gary] you're welcome. three. - [voiceover] i actuallyappreciate it when you swear. - thanks man. - so, my name is myles binford, i wanna talk to the investorside of you for a second.

oh, please wrap up. - you mentioned the marketcorrection (laughter) that's happening in the venture--- [gary] hold on, let me take a picture,this is pretty funny. what, go ahead, venture side of me. - yeah, yeah, exactly. so, you mentioned the correction that's kind of happeningat the venture end, so.- [gary] yes!

- [myles] coming uphere, what is your take on what's happening and the fund raising side of things and for aserial startup entrepreneur trying to raise funds, doyou think it's gonna be hard to raise funds as a startup?- [gary] yes! - [myles] or, later on? - definitely? - i think that the market is in a place where--

- where's the market, gary? (laughter) - the market's at a place where every entrepreneur's getting exposed 'cause money's getting harder and so if you're good enough, you'll raise money, but if you're not, you won't as easily. - fantastic. - you're welcome. (laughter)

- [myles] okay. - so, (audience cheers),whether it's a saas tech product or a product or if it's just you, johnny, it doesn't matter what it is, their money's drying up because the supply and demand is off-kilter. awesome, thanks man. two. - [voiceover] hi, gary!- hi!

- [voiceover] my name is roberta ross and--- [gary] hey, roberta! - [voiceover] thank youvery much for your message, it's--- [gary] do you love it? - [roberta] it's a gift tothe world, it really is. - [gary] to the world? - yes, to the world. (laughter) one audience at a time. - [gary] that's right.

go ahead. - my only exposure to you before this was an interview you did of seth godin, so i hadn't heard your story-- - [gary] and did you feel like i was into--- [roberta] a quarter russian, so we have that--- [gary] was that on my show or something--- [roberta] it was on yours, yes.- [gary] and did you feel

like i was--- but he promoted it. - and i was interruptinghim too much? (laughter) - [roberta] you wereinterrupting him a lot, yeah.- [gary] yes. - [roberta] but in a good way. (laughs) - oh, good, thank you! thank you for figuring me out, even some of my own fans didn't, i'm very mad at you.

okay, go ahead. - so, i feel like your message is something that i've on the path of, i've been an entrepreneurfor over 20 years, i've been a business coach, and i've been takingpeople on this journey, helping them recognize their value, make more money and be happy. and so, the big hook for people

that i feel like to get their attention is i, my brand is sixfigure real estate coach, that's the name of my company, and i coach a lot of real estate agents and solopreneurs. and so, i know that they wanna make more money, so i do that for them to get that attention and it's not--- [gary] and then you trick 'em!

- it's not a bait-and-switch, it's not a bait-and-switch!- [gary] but it is! i love, i do it, too! - it's a bait-and-add.- [gary] my entire personality is a bait-and-switch. - okay. (laughter) maybe, then maybe this might be moot, but i was interested in your opinion, because i struggled

a little bit with the brand.- [gary] because the name is so, yeah, like, 'causei think you're a spambot. - that i'm a spambot? because anybody's brand that's six figure or seven figure this, i think is crap. but, but!- [roberta] okay. - [gary] 40% of people hate me the first time theyever consume me, so i'm hearing you and saying,

ooh, i like that, i see what she's doing, that's what i do. - so, great, becausewhen i first heard you i was like, not it, not it.- [gary] yeah, he's a jerk. - [roberta] and then ilistened more, because seth was next to you--- [gary] think about how great this is, we both felt the same way about each other.

- isn't that so interesting? see, we just gotta not prejudge, right? we have a deeper bond.- [gary] yes. - [roberta] so, maybe then i don't need to do anything. so, there's a part of me that even though i'm letting go thattransactional approach. - and i'm just putting stuff out there, i just wanna lift people up, i want them

to recognize their value--- [gary] you're talking about your actual, so you're saying, "now i'm giving good advice, "some people used to come in "and have to pay for some of that, "but now i'm putting it out there." - [roberta] well, as a coach, they have to pay for it, if they want one-on-one attention.

- [gary] of course, that's right, yep. - but yes, so i'm justputting it out there, even--- [gary] you should! - [roberta] like, i have people posting things and i don't ask for anything, they even say, "go like my facebook page," i'm like, don't even put that on! so, my question is, i have a hard time letting go

of the brand, because i know that it gets--- [gary] it's your identity? - [roberta] attention, it's not really mine, i mean, i invested six years into it.- [gary] well it is, yeah. - [roberta] but it's still (mumbles), like i'm afraid to let it go, because i wanna make sure--- [gary] because it's working! - [roberta] yes!

- 'cause you're bottom feeding. (roberta laughs) - well actually i feel like because i'm speaking from the heart and i want other people, too--- [gary] no, because you're speaking to a vanitythat many people want. that's what you're speaking to, darling. - i'm referring not to the brand, i'm referring to the message.

- [gary] no, no, so--- the message when i'm a speaker--- [gary] got it! - [roberta] and when i speak. - you're saying that, "i don't feel great "about myself in how iget them in the door, "but once i get them in the door, "i feel great." - [roberta] okay, yeah,that's probably true. - it is true, that's what you're saying.

everybody knows this, (roberta laughs) so let's get it grounded. okay. now the question becomes. - so the question is, my, i feel--- [gary] are you hoping, let me ask you a question,are you hoping that by putting out goodcontent, that that might become the gateway drug, instead of the brand?

- i feel like the shift in me and what i'm putting out is attracting the people that i want to work with, more and more and more--- [gary] instead of, because you were getting adifferent kind of person before. - more of a range. but now it's narrowing.- [gary] no, no, not more range, you were getting people that were attracted to sixfigure real estate coach

because people that are attracted to the brand six figure real estate coach are the people that don't want to do anything that is real, and they want shortcutsto get to six figures. - so, that's my, so my question is, i guess i have your opinion, but should i change it, even though--- [gary] that's not,

that's not my thing to say. we all know that you wanna change it. my thing is, you should change it for a couple of months, you can always go back to it. how you make your money matters more than how much you make. to me, and by the way, and by the way.- [roberta] yes, i like that.

- [gary] it does not have to to you, i have no interest in judging you, you have to judge you. but i know anybody who ever asks me that question wants to be on this side of the equation. because there's plenty of six figure other things that don't wanna ask the question. - [gary] i know you do.

- yes, thank you, and one more question.- [gary] you're welcome. - [gary] that was so profound, i thought that was a good place to end. (laughter and cheers) now you're gonna asklike how many characters should i use in a tweet? no, it was so perfect, but i'm just kidding, goahead, what do you got?

- i do wanna get a picture. - [gary] yes, you could do that. - and i've been interviewing people for about six years for a series i do, and i would love to interview you. i'm shaming you in frontof all these people. - [gary] well, the good newsis you're not shaming me because what you're asking for is a very valuable asset,which is the brand association

and right now time is a problem for me. but, if you stay very hardcore and keep persisting, i do buckle under most circumstances. (laughter) - okay. (laughs heartily) - i'm gonna do the book signing. listen, i've got a full hour to do either book signing,or selfie, you pick. thank you very much,icon! (audience cheers)

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