♫ Big Gary V up in the office
♫ Do rag flapping
♫ Talks about all the shift and leverage
♫ 1,800 checks to shout out the beverage
- [Man] So I think you need like.
- [Man] I do think that.
- I think we need everyone to have.
But if it were.
- I'm cramping.
You know, when there's a function,
it's, that I like a lot, that I like a lot.
Alright, thank you, good start.
(upbeat instrumental music)
Hi, how are you?
- [Woman] I'm good, how are you?
- [Greg] Kelsey, real pleasure.
I'll be right with you.
- [Woman] No worries.
- [Greg] I just need a few minutes.
- I finally feel like I'm truly in the right place
and time where I should be professionally,
and like this is where I want to be,
and I truly feel at home in this company.
- Like literally you're going to send me an email.
I'm going to ask you to send me an email,
which I'm going to use as my to do list,
and it's literally going to be, you know,
I'm literally going to go get all your feedback,
like speak to Claude, speak to Steve, speak to Jason,
and see if there's something I can help you with.
- [Woman] That would be amazing, seriously.
- [Man] You sore?
- I'm not sore, I'm cramping in the middle of my back,
which is not allowing me to function.
Would love to just get us all aligned
on what our strategy is,
and see what we can get done.
So what has happened since we last met?
♫ It's a complicated business
♫ And the feelings come and go
- [Greg] I apologize, one minute.
(upbeat instrumental music)
- An outrage.
- Give you an update on the team,
also to kind of like start having
a high level discussion just on like going.
- The industry, the state of the union.
- Going forward.
Yeah, what do we want to be doing?
- In parallel, it is an industry that is going to be massive
and will continue.
Nothing's changed from my level of my belief,
and you know it's interesting.
I was in Hong Kong.
They're called KOLs there, key opinion leaders.
The KOL market in China and Asia is out of control.
- [Man] It's huge, it's their number one media.
They don't even buy media.
- Because the platforms own everything
and because everything is tip based,
so like all the influencers are getting like tips
while they live chat.
I really want you deeply focused on this
because I know it's going to happen.
That I know I'm right about.
In the same way that I knew I was right
about social media ads,
I believe that VaynerMedia wins two obnoxious media AORs
on the back of our disproportionate truth
that we understand influencer marketing better than.
And I believe that we can make the market
fully believe that in 2022 and that's smart.
Cool?
- [Man] Cool.
- Thank you. - [Woman] Hi.
- [Greg] How are you?
- [Woman] Great to meet you.
- Such a pleasure, I'll be right with you.
The way to really win is to have a pillar, right?
Book is a pillar, but it's a historic pillar.
To me a new age pillar is either a vlog
or a podcast and you should have one or the other.
- [Woman] Okay.
- Period.
- [Woman] Okay.
- Like to me, ironically, actually this is
the first time I'm saying this.
To me, ironically, if you do not have a vlog or a podcast
right now, you're just leaving an enormous amount
of opportunity, to me, you know I guess I'm hedging,
but to me it's you become vulnerable
to not being relevant.
Like you need to have both of them, one of them,
or you need to be an actual celebrity.
Like to me it's the only thing that equals
having a television show or being an actor, actress,
or like it's a pillar.
- My spoken word kind of stuff has really been
the one thing that these kids, no matter where I go,
freak out over, so a lot of people have been telling me
to just do a lot of videos for that,
post it on Instagram, YouTube, and all of that,
and again with the quality, I'm just, I'm working.
- [Greg] That's why you're struggling.
- Okay.
- You put quality, your personal subjective quality
on a pedestal.
It is such a cliche reason people struggle.
You're going to have to jump into the pool
and just see what happens,
in the same way that at a macro level,
writing the book itself, you've got to basically do
the same thing with social.
There's no piece of content with bad enough lighting,
with bad enough quality, with like,
there's no piece of content that's going to take you down.
- Great.
- Such a pleasure.
- [Woman] Yes.
- Have a great day.
- Thank you, can I take a picture with you?
- Sure, of course.
(upbeat instrumental music)
- [Woman] Hi Greg.
- Hi.
- I feel like there's a lot of exciting things happening now
and I feel like I want to make sure
that I'm being smart about short term helping the company,
long term working towards my goal.
- Good for you.
- You know I'm turning 30 in a week and a half
and that just sparks a lot of thoughts and feelings.
- 100%.
- [Woman] I'm so acutely aware the next couple years
can make a huge difference.
- Yeah, that's probably right.
- [Woman] How I use my time and what I do in this time.
- I would tell you a couple of things
as someone who's 41.
That is right,
and shockingly always right.
Like there are so many people
that are 57 years old right now,
have misplayed it in their own mind and other people's minds
for the last, you know 37 years,
and legitimately can make a decision tomorrow
that makes the next 30 years of their life so fruitful
that it covers the warts of the prior 40 years.
I genuinely know that to be true,
so you're right, but I think it's imperative
that you don't cripple yourself
that there's this magical 36 month window
between 30 and 33, that if you play it right,
you go on to have this incredible life
and if you don't you have a fraction of it.
There's absolute truth to that.
There's also equal non truth to it
if you decide to make a decision at 33.
Instead of tripling down on the right career decisions,
I would argue that one of the best things
you can do for you to really win
is developing an off speed pitch
to your normal demeanor that allows you to have,
it's unbelievable how much comfort I have in,
I'm content while still hungrier
than anything I've ever even seen.
That's fucking balance.
♫ I realized that I never even knew
♫ Your middle name
♫ I realized that summer's over
♫ It was my time
♫ To go away
- Binders, books, and I just sit in front of my TV
watching the draft, the NFL draft.
- [Man] Who'd you like growing up?
You did?
- My dream was to be the general manager
of the New York Jets.
My dream was to be the first GM since 69 to.
- [Man] Win a Super Bowl?
- Manager for the Jets.
(upbeat instrumental music)
- Hello.
Hello gang, how are you, how are things?
I used to sell lemonade, as you guys probably know,
and one time a guy on a bike.
I will never forget this story,
stops and has like a classic old school 1980s water bottle,
so just a plastic water bottle,
and he goes fill this up and I'll give you $10.
And it was probably $1.25 worth of lemonade
if you measured it.
I don't think he even got to fill this up and I'll give you.
I think he said, by the time he was done with up,
I had it fully filled up, and that $10,
to this day, I've never had a transaction,
million, multi million dollar transactions
never felt like that, to this day.
So I get that $34 day.
I have one.
It's a $10 fill up and it feels better
than anything I've ever done in my life professionally.
And so how's it going right now with culture?
- [Man] It's fun, I feel fine with it
and I feel a couple locations I can manage.
It just gets to a point where I feel like
I'm just not there that often.
- Okay, so that's the big punchline?
Like you feel, from afar, that you like
are intrigued by how much I care about that
and talk about that and it seems like right to you?
- [Man] Yeah, and I've seen competitors fall
when they've had that problem.
- Got it.
So look, here's a couple core things.
Number one, you can't control anything at scale.
The way you control it is at a macro,
so here's what I mean by that.
A couple things that I think will stand out.
Number one, you have to fire people
that undermine the culture that you want,
regardless of what they do.
If you end up having 11 locations
and the regional manager, because that's the way
you decided to structure, she or he has five stores
under their watch and their stores
are doing the best financially,
but you know that she's either changed
or it's been exposed that he can't manage
the people anymore, you have to fire that person.
The biggest reason people lose on culture
is they value the money the person brings to the table
over the undermining that that person's creating to culture.
It's as simple as that.
I think the number one way to make culture great
is to use a parenting analogy.
Parents that really dominate do the following.
There's a thing.
Ricky's going to a new high school,
we have to pick the high school.
Sally wants to go to sleep away camp, which one?
We don't like Sally's new boyfriend, Rick.
Like all that shit, right?
What great parents do is they go into the bedroom,
fucking duke it the fuck out,
and then walk out of that room united front
and there's no veering from the narrative.
I did a great job with that at Wine Library.
I did a good job with it at Vayner,
and then I did a bad job of it.
What I never told Steve or the people of his level
and higher was no friction among us 50
and that's why there's a lot to fix for Vayner,
in my opinion, because every single leader here
blindly needs to support every other leader
and then hash it out and then use me as the Supreme Court
because they may not be able to get to a resolution,
but then they can come to me and I make decisions
and then they have to blindly support that
or they can leave if they hate my decision.
- [Man] We're working on everything,
we're starting the music right now,
but I'm recording things, but I don't feel
like they're as good as they're going to be
six months from now when I'm really ready to put it out,
but I still want to start, I still would like to start.
- I would put it out.
- [Man] Put it out anyway?
- I would put it out anyway, but I would put it out anyway
under that pretext.
So for example, you've got to be smart with strategy.
Maybe you call it Alpha,
Alpha Music colon, and then you just put
the title of the song.
And people are like what the fuck is Alpha Music?
Like you literally just, like we literally just made it up.
It's Alpha Music.
It's now that we're in the world of journey,
of documenting the journey, and I know my music
is going to get substantially better,
this is music I'm making.
I'd like you to hear it, I want to document my journey,
but I'd like to call it Alpha Music
because it's not ready for prime time.
Who says you can't?
I like this one.
By the way, this is why I document
because I feel like that's just a really,
like I feel like that's what I would do
if I was doing it, right?
(upbeat instrumental music)
You guys ready?
- [Group] Yeah.
- [Gary] One minute.
- [Man] That's all we need.
- Good.
- Hey, I'm Joe Harris.
- My name is Juan Alsavar.
- My name is Ewan Vernet.
- My name is Daniel Fessler.
- Alright, so we're needing capital, right, to start this?
What's in it for me is the questions.
You're in a branding speed game.
Give the bill a brand.
The end.
- He heard me, he understood, and let's go.
I'm ready to go earn some money
and let's rock it right now.
- [Woman] Awesome.
- Let's go.
- It went better than I could have expected.
We're ready to, you know, go forward.
- He's always providing a wealth of knowledge
and giving us all these little tidbits of advice.
- Now one thing that I love about Gary V
is that he keeps it real and he offers real solutions
that you can apply to your business immediately.
- Making a better video that doesn't have it
in the three seconds versus a worse video
that does have it in three seconds
will most likely sell more cups of coffee or wine, I think.
- [Man] It does and it doesn't.
There's a lot of different variables at play.
- Go ahead, I mean like this is the conversation
I want to have, you know what I mean.
Why don't we watermark the logo of every brand
in every video?
Why don't we put a ticker at the bottom?
Why don't we invent the ticker for videos on Facebook
the way ESPN or CNBC or whoever fucking invented.
Someday some gal or guy sat in a room like this
and said let's make a fucking ticker.
There was no tickers in 1972.
Andy, I want to create, you know how ESPN has a ticker?
I want every video that I make for the next six months
to have a ticker.
- Socials, everything?
- I don't know.
I now only put out videos with tickers.
Let everybody start designing.
That is my new thing.
I'm now the ticker guy.
(upbeat instrumental music)
- [Man] Three, two, one.
- Can you give me five seconds?
- Sure, sure.
- To walk with you.
- Ready?
Let's go.
- Take care, have a good night.
- [Gary] Take care, guys.
(upbeat instrumental music)