- I've come to realize, wow, I'm the human version
of my favorite thesis, which is whoever is closest
to the consumer wins.
(upbeat dramatic music)
The internet is where our lives will be.
There's a good chance a lot of the youngsters in here
will literally sit in a pod eight hours a day
and live their lives.
It's real.
And so I think we need to really wrap our heads
around what that means, and so and I also think
we need to wrap our heads around how fast
I think this is actually gonna happen.
(groovy ambient music)
I think about Mariano Rivera, he's a baseball pitcher,
he's all time, and he's all time and he had one pitch.
And I really think that's who I am,
I think I'm stunningly one dimensional,
but I'm so deep in this one thing
that it's gonna be able to bring all of you value,
which is I'm really intuitive about consumer attention
whether that's in a B to B environment,
whether that's in a B to C environment,
basically all I ever do it comes natural to me,
it's my interest, it's what I spend my time on,
it's actually how I see the world.
Like I actually see the world through how do you make
the decisions that you make, why do you make them?
To the jokes about politics, to why he's wearing that shirt,
or why you're wearing your beanie,
like why we use to fashion to communicate,
you know, our facial hair, like every single thing to me
is communication and it really matters
because this is probably the moment
that attention is being most disrupted
probably since the printing press.
What Guinness Beer Company did by creating
the Guinness Book of World Records,
they created the Guinness Book of World Records
so people at pubs in the early 1900s would talk
about silly things like who's the tallest,
reference the Guinness Book of World Records
which would reinforce the brand Guinness
and make them order Guinness at a pub.
The reason you go to a three star Michelin restaurant
or resort is because the Michelin tire company 100 years ago
wanted people in France and London to drive
outside of the main city and use their gas stations
and use their tires up so they started reviewing
restaurants in the countryside under the Michelin guide
very positively to inspire the wealth
to leave for the weekend.
Media as advertising, I think the old world
of Guinness and Michelin is actually the new world.
If you don't live in a cell phone mobile device world
in your mind and the apps on it,
50 percent of the time spent on a mobile device
is spent on a social network.
The mobile device is the most important thing
in our lives, and it grows every day.
And this is 50 percent overall, it's not 50 percent
of 19 year olds, this is net 50.
If you are not advertising on and properly
on Facebook and Instagram you're becoming irrelevant
by the second.
If you go to the private schools in Greenwich, Connecticut,
when you get your birth year, your license year,
and now what's interesting is it's going younger,
your expectation is that your parents don't buy you
a BMW or a Mercedes, your expectation
is that your parents give you unlimited Uber.
The birthday present of choice for a 16 year old girl
in Greenwich, Connecticut is not a cherry red convertible,
it is unlimited Uber.
And the parents would rather have it
because it's the perception of safety.
I couldn't have sold a single person on this 10 years ago.
10 years from today 14 year old girls
are gonna go into strangers' cars on a nightly basis
and that's what the parents want to happen.
Yeah, you could've never sold that.
I've come to realize, wow, I'm the human version
of my favorite thesis which is,
whoever is closest to the consumer wins.
That's why I'm in a sense winning.
I think one of the most fascinating things in the world is
the real celebrities are not as famous as the influencers
anymore, and it's not even close by the way.
A real celebrity is not as famous
as an influencer on Instagram, they're just not.
They're just not, like you can see on every metric
that you want.
Logan Paul sells way more merchandise
than any A list celebrity and it's not even close.
Way more people watch Youtube vlogs
and follow Instagram celebrities.
I mean go look at the numbers.
Celebrities made a huge mistake 'cause they were famous
and they were slow to Instagram,
they were embarrassed to go to Instagram
and have a small following count so they never jumped in
and they just let all the people get bigger
and bigger and bigger, it was ego.
Content that's bringing people potentially value,
escapism, entertainment, information
is very different than buy my car,
buy my wine, buy my blouse.
It's just literally positioning.
Grey Goose at Wine Library is 32 dollars a bottle,
feels one way.
Grey Goose at Lava at a table feels a totally different way
and is 500 bucks.
It's context.
Cardinalships are super interesting to me
'cause I'm fascinated by what I call expiring employees,
meaning if there's somebody sitting in a car dealership
waiting for a human being to come in
they could be doing something.
So for me what they could be doing is searching
a 10 mile radius on Twitter, somebody will Tweet
that they popped their tire and they're on the side
of the road, in theory that salesperson
could jump into one of your cars, drive over,
change the tire and drive them to work,
which then would create word of mouth
by maybe the local news would pick up on it
and now you're building brand awareness.
There's so much smart shit you can do
once you make the switch.
Creative is the variable of success.
Once you make the switch that this is the only world
now all of a sudden you do the homework,
now all of a sudden you spend 15 hours reading
on Google how do I create a filter,
how do we run ads on Facebook, how do you sell cars.
Like how do you sell cars on Facebook, enter.
Do you know how much information is there for free?
Unlimited.
(groovy ambient music)
Go to Spotify, maybe even Apple Music right now
if my team can move fast before we post this on the podcast,
open Spotify, search Monday to Monday, T, O, Monday,
scroll all the way to the bottom, playlists,
follow that playlist and get straight fire
every Monday morning.
♪ Honestly I think that 24/7 a understatement ♪
♪ To my day today, if ain't no way then I will make a way ♪
- Hey Gary.
- How are you my friend?
- I'm doing phenomenal, still.
- Good, still off the high of that moment?
- Oh yeah.
- [Gary] Are you trying to figure out
how to make that more successful?
- Yeah.
- Let's go, let's go a different route.
Shane I'm gonna fly you to New York City to VaynerMedia
and you're gonna spend a day with me and my team
and we'll show you what to do.
(applause and cheering)
Good, I'm glad we finally made it happen.
How have you been?
- I've been doing phenomenal. - Good.
- I've been working on my online presence
so far as Instagram.
I'm not sure if I'm doing it right or whatever.
- Well what's your Instagram, while you're signing
I'll look at your Instagram a little bit.
- Oh it's shanex1975.
- I just followed you brother.
shanex1975.
So what can I help you with in my time?
I know you're gonna be spending time
with the team observing.
- Yeah.
- But obviously you wanna build your personal brand up.
Right? - Yeah.
- And so ultimately to do more books and more speaking
and make a living that way.
- Yeah, ultimately that's what I want to do.
- I love it.
- Is write books and motivate people and inspire them.
- Shane, help me understand, what do you,
when you said it was your side hustle now,
do you have a side job?
Do you have an actual job right now
and this is still your side hustle?
- Yeah. - I figured.
- Yeah, I wash dishes.
- I remember, I remember still.
So how much time a day does that take up?
- A little over seven hours sometimes.
- And so how much time are you able to work
on your brand and your side hustle?
- You know, for a couple hours before work
I sit there and you know?
- What are you doing?
- Replying, responding to people's,
people commenting and so forth online.
- On Facebook and Instagram, where?
- On Face, yeah.
- But you're not getting too much engagement on,
you're not getting a lot of comments on your posts, right?
- Right.
- So yeah, you don't, it's not taking up
a lot of time for you to comment back
because there's not a lot coming in, right?
- Right.
- So then what are you, are you seeking out
conversations then?
When you say in the morning you're spending time.
- Oh well.
- Are you leaving comments?
- Actually I've been spending a lot of time
watching your videos and getting, you know?
- Motivated.
- Basically doing research.
- Understood, which is okay, which is okay.
Have you started going into other people's content
and becoming a bigger part of the community?
I believe that if you leave your two cents
and let's call this the 18 cent strategy,
let's make it up right here on the spot.
I want you to start deploying the 18 cent strategy.
You're gonna drop a $1.80 a day, two cents at a time,
nine top posts times 10 different hashtags every day
and that will massively build up your audience.
You're gonna leave a $1.80 in karma,
a $1.80 in community, a $1.80 in your thoughts.
You're not gonna spam.
- Yeah.
- I see people on my account all the time,
follow me, follow me, you're not gonna spam.
- Yeah.
- You're gonna part of the gratitude, thankful,
be present, choose happiness, positivity community.
- Okay.
- Shane everybody wants to talk.
- Yeah.
- The way to win is to listen and then contribute.
Everybody wants to talk, everybody wants to put a picture
of themselves like you looking cool running.
- Yeah.
- But I looked at your social and just like 99% of people
watching, nobody's listening yet.
That's okay, that's not discouraging to me.
Nobody listened to me at first either.
Let me say it one more time, for over a year
nobody watched my god damn shows on Youtube.
The way to be discovered is to either put our great content,
have one great piece of content, go viral,
and then everybody discovers you.
Or the way I like it, become part of the community.
You will pick up three to four followers a day
that are meaningful.
That means you'll get 100 meaningful people in a month.
That means you'll put a piece of content
and if one of 'em is special that's,
it's just amazing how it works.
But this will keep you fresh.
You know what's also great about it?
The hidden great part of this, you're gonna get exposure,
you're gonna get some followers,
you're gonna contribute, and be a great community member.
But you're also gonna learn because you're gonna watch
and consume 90 pieces of content
that are doing well on Instagram,
which is then gonna inspire and help you strategize
the content that you yourself
are gonna put out on Instagram.
That's a good use of three hours a day.
In the morning, during your lunch break,
while all the dishes are drying,
when you get home, tried and true, every day,
gratitude, empathy, kindness, striving, motivation,
motivational Monday, you pick the hashtags,
they're unlimited, and they all have a top nine.
Let's do one together.
And Shane, nothing trumps the work.
You can be here for a whole week, a whole day,
you can spend your life with me.
What's that old adage, right?
Show a horse how to drink the water, right?
Or show somebody how to fish.
Right, they never have the, help me here.
- [Audience Member] It's if you show someone how to fish.
- They'll never have a day in life that.
- [Audience Member] I literally did that yesterday,
and I was like what's that fucking quote again?
- Bottom line is instead of giving you some fish
to eat right now I'm gonna teach you
how to eat fish the rest of your life.
I want you to do that 89 more times today.
- Right on.
- I'm being dead serious.
- Yeah.
- I'm glad you're here man.
- Yeah, I'm glad, I'm glad.
- It was a really good moment for me.
- Yeah, thank you very much.
Can I get a selfie?
- 100 percent.
That's a good post for Instagram.
- Right on.
(groovy dramatic music)
- I need some coff.
(groovy ambient music)
So let me give you a piece of advice.
Gather as much attention as you can,
as much as you can, because you're gonna trade on that
to your point.
No matter what comes out of your guys' collective mouth,
we're gonna start a beverage business,
we're gonna start, we're gonna create our own,
we're gonna create our own label,
we're gonna start a, we want a Beats by Dre moment,
it's gonna be that fucking red ass fly thing.
Like whatever the fuck you guys are gonna say
all of it is gonna trade on one currency, attention.
The fuck am I doing?
I'm just gathering so much attention
and then I get to deploy it.
My K Swiss collab outsold Future and The Weekend.
That makes no fucking sense.
Like this much sense.
Because I'm more attention than people realize
and my attention's deep, those guys have more attention
than I do, but it's scattered on other things
and there isn't that, there's connection, that'd be unfair.
But like.
- Focused. - That's right.
What I want for you and anybody else in your position,
this young, this much talent, this kind of collective crew,
you know to me it's like, it's why I always thought
Drake was playing it right, and here's what's smart
about what Drake did and I had no idea if this is what
they thought, I just don't know.
But the volume of projects that he put out
speaks to my thesis which is when you're hot
fucking like when you got the best hand
fucking keep playing it.
I think the other thing that I'm obsessed with
is who you collaborate with.
Louis Vuitton and Under Armour and Reebok
and everybody else, they're all in deep fucking shit my man.
That game is over, I'm glad your reaction, they're all dead.
- We were just talking about that yesterday.
- Guys, guys, they're all dead.
Here's what that means.
Instead of worrying about that right now,
go deep as fuck into attention grabbing,
pop back out in 24 months, you'll get pieces
of equity in Nautica.
Fuck a deal, just a little more patience right now
at the time that it's the hardest
because you've been fucking eating shit and now you're here,
but you're here.
Do you know what I mean?
- I know what you're saying.
- And what's crazy is right now is why everybody,
this is why most people don't win,
this is the time that you go even more shit eating,
not the reverse.
And it's so counter cultural, 'cause you guys
were all talking about this day for fucking every day
for the last 2,000 days in a row,
and now you're here and you think you're here,
and it's like no, no, no.
And that's what I did, I fucking invested in Facebook,
Twitter, Uber, everything, I was here, I did it.
And I decided to build a client service agency,
go into clients and eat shit in the prime of my career.
So I'm giving you advice I took
and now I'm really here, and I'm still not really,
you know eventually like the longer you can hold
your breath, you win.
I'll give some love, I'll get some followers for you.
♪ Money all around me ♪
♪ I look like I'm the man ♪
♪ Yeah ♪
- Hi.
- I got a weird handshake so I'll do it,
let's do a normal one.
- That is my normal one.
(laughter)
- I like the normal one.
(groovy music)
- Long day of meetings here in headquarters.
- I gotta tell you this 'cause this is my son,
he'll kill me if I don't write, so I sent him this, okay?
He goes I watch all of his speeches,
what is he training on?
And I said how to fuck the competition
and what they've done on social, blah, blah, blah.
And then he goes I love that guy,
please get a pic with him and tell him I say thank you
for existing to fire me the fuck up.
- What's his name?
- His name is Christian.
So we have to do, we have to send him,
you have to send him like a little clip.
- We're going video first.
Christian, I got a serious question Christian,
why is your paps here and you're not?
Where the fuck are you Christian?
See you soon.
- All right, thanks a lot.
- All right, let's sit down.
The question becomes, you know,
what are we talking about here?
There's a very big difference between going out
to you know, Vegas for the weekend to hook up
and go to Tao every night versus going out
to networking events or even going out socially
as a proxy to the networking that you need.
For example, booking agents and the people,
like I know where people that book talent go,
they're not where you and your friends want to go.
They're two very different places.
They're very different bars, the timing of when
they hang out are different.
If you're asking me should I go out to, you know,
you know, you know, a club at one o'clock in the morning,
I'd be like no, that's you actually,
if you, you know, that's you going out.
If you're asking me should you go to The Grill
at six PM where you could be getting a drink
just working on your phone and the person next to you
is booking people for a runway place for real.
Should you do that, yes.
There's a very clear difference between work and play.
I'm going out to play but maybe I'll run into business.
- [Audience Member] I don't wanna play, like that's the.
- Respect, so don't, but networking matters.
You know what's amazing about the modern world?
This fucking thing.
You know, go into The Grill in 1984
and hoping to find a talent agent
or whatever the fuck is on the play sucked because,
because you sat there like a fucking jerk off
if nothing was happening.
You'd go to The Grill in 1984, you'd sit down,
and you'd have to like look around
and like people are thinking you're trying to hit on them.
Like it would be convoluted.
The fact that you can go there and just start working
on your phone while you have a cocktail,
and if it plays, it plays, but if not
you basically just had a two hour meeting with yourself
on your work, you could've done that at the coffee shop,
you could've done that laying in your bed,
you could've done that right here.
That's fucking incredible, that is how,
that's the subtleties that we don't give this credit for.
Got it?
That's big time.
(mellow ambient music)
- You're Gary, right?
- I am. - I'm Raz.
- Hi Raz.
- Introducing myself, I went to your,
your talk at the Synergy Global Forum two weeks ago
and I know who you are, and it was like
the most amazing thing ever.
- Thank you.
- And now I follow you, my whole family follows you.
- Thank you.
- And now I'm like oh that's.
- Thank you Raz. - But I work at L'Oreal.
- Oh very cool.
- So I was like it was so funny 'cause I was like
oh my gosh, Vayner's in my building.
- That's awesome.
- How didn't I know about this?
But you were amazing, like seriously.
- Thank you so much. - Like super inspiring.
- Thank you so much, that's awesome.
- So I didn't mean to like get in.
- Thank you, no worries, no worries.
Thank you so much for saying hello Raz.
(uplifting ambient music)
We're in Madison Square Garden.
We're branching out Jamal Adams.
(uplifting ambient music)
See ya.
(uplifting ambient music)