- People really believe in that Illuminati shit, huh?
- [Jason] Oh yeah.
- Do you believe in it?
- [Jason] Um.
- Tell the truth, don't fucking,
don't go based on the way I said it up, Jason.
Speak your truth, you know I won't judge.
(whooshing)
(TV test tone)
- [Announcer] We interrupt our program
to bring you this important message.
(TV test tone)
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(uptempo music)
You got your perspective.
(airplane engine roaring)
(crowd cheering)
I just want to be happy, don't you want to be happy.
(loud drum beat)
You could literally
create the Thanksgiving game,
cops versus firefighters.
(rewind tape)
Working backwards, you have a law firm.
(bell ringing)
(soft soul music)
- [Man] Yes.
- And we want to get people's businesses.
And so,
we, first responders are incredibly to that?
- [Man] If they know and like you and trust you,
from the stunts that you've been doing, content, and
- Yup.
I totally agree.
So just as somebody, thank God,
hasn't been in this scenario yet
and just have been dug in, some accident happens
and the relatives that are left over
that aren't at the hospital may look at a cop
or first responder and say,
"Can you give me a lawyer right now?"
- [Man] Who can help us?
Right?
- Yeah.
It's cool, I just have never
- [Man] Yeah, hardest to, first to
- Yeah I totally understand.
What I'm really good at is not knowing anything
and asking questions.
Right?
Curiosity.
And lack of education has been
an incredible foundation for me,
but you think about all that stuff
on remittent television where the lawyers are there.
Right?
And I'm like,
you know and then when I got older I'm like,
when I started like, just through like
being in a business cocktail you hear like some
of those companies are sizable businesses.
And I'm like makes sense, right?
And so when I started going to this version.
No different than like,
hey guys make something that's valuable to people
instead of
Right?
I was like, man.
I even think in my earliest videos,
when I was talking about personal brand.
I was like, be the lawyer
that tells people all the real shit.
Like, like I just feel like that's great.
That makes so much sense to me.
So now, I understand that now.
So now what you're asking me is targeting capability,
that if you're in a town
that all the cops are Irish American.
Like how do I win that?
- [Man] Like building basically with in that.
- Cohorts.
- [Man] How do I best go about,
um, becoming the alpha in each one
of these communities?
- In the psycho and demographic communities.
By providing each one of them what they're looking
for either in the macro or the micro
of what you do for a living.
So, you know, the reason that SMB works
for me so much is like I'm trying
to tell them to put out content
about how to hot fire a relative,
has nothing to do with their product.
But I know that it's a huge value to actual SMB's.
I think the answer is.
The way I think about that is, you take the.
How many different communities do you think there are?
Intuitively.
- [Man] I know there's a ton, I mean, Right?
So you have to narrow down three, or one,
or four that you can go for these people.
- And I think you, what you do is you white board
the 10 that you think are the most meaningful,
then rank them.
And then really go deep in the first three,
of like really spending time.
Weather reading, weather actually spending time.
But it's the strategy and insights
to make what they like, what makes them tick.
And then providing that weather through content form
or event form.
It's really one big game of reverse engineering.
- [Man] Yeah.
- Like this is something I've wanted to do for years,
but until I felt like everybody.
For the far majority of people
would leave here ROY positive in their investment.
Like the thought of like building up
everything I've built up.
Or like you two brothers don't do it
and then leave.
And then say Gary Vee is a farce I've spent 12,000 bucks
and it didn't get me anything.
That's just stupid business for me.
I needed to get to a place where I thought,
this was so overwhelmingly ROY positive, you know.
And that's how I think about everything.
Literally everything.
Sneakers, wine, intermedia.
Until you're, you know, Until you get to a place.
And so, that's just what I want you to kinda do.
It's like what does, what does, why
- [Man] The only thing that I can do,
That I can think of is basically copying your motto
we touched on for the lawyer aspect
and I can have all my friends come in
and be the top lawyer guy in that community, right?
But as I get more awareness in the first responder group,
I would love to have a show of the firefighter
comes through the car wreck,
the ER nurse is the first person in the hospital having
like a little drama.
With people throughout the community
that would have different.
- I don't know if you wanna go, you, I mean listen.
You're just a creative guy, I can already sense that.
So you've just may want to do that.
I actually think its a little less, ER, and Law and Order.
I think you make it a little bit more, so I'm a big fan.
And I'm sure you guys have heard of this about
like hosting the party.
I think one of the things you can do is
just create a podcast network.
So like I think you should go find two charismatic nurses
and start a Houston nursing show.
You're the executive producer, they're the talent.
And that becomes a little viral hit in that community.
You see where I'm going?
Uh, I'll give you a real left field one
if you wanna be super creative.
You could also, this is crazy,
but I would love for you to do this.
I think this is super cool.
You could actually be the live streamer
of the cops and firefighters
soft ball league.
What if you acted like ESPN.
Had 6 people with live streaming,
and actually aired the softball league games.
Yeah I mean if you're lucky enough
and you live in one of those towns where
the cops do play against the firefighters.
- [Man] Yeah.
- Or you could literally create the Thanksgiving game.
Cops versus firefighters.
Get a field, get a high school to support it.
Film it and air it live on Facebook,
and own the, you know, the first responders cup.
You could probably get a sponsor to come over
and subsidize all you're fuckin' fees.
(laughing)
you could literally throw the fuckin' Thanksgiving game.
- [Man] Yeah.
- Every fuckin' Friday, you see where I'm going?
- [Man] I think I wanna do, I wanna create
basically the best.
- I think it's a lot easier to throw.
I think the best thing you can throw is a literal podcast.
The most likely thing you can pull off is a podcast network.
The next more likely thing you can pull off
is actually airing the softball games,
or the football games.
The last thing you're probably likely to pull off
is creating ER.
- [Man] Yeah.
- You're not producing a show.
- [Man] Okay.
- That's hard as fuck.
Scripted?
- [Man] It would be like interview based.
- That's different.
That's different.
- [Man] Tell me your experience.
- That's different, that's different.
That's different.
That's different, but less reoccurring than the things.
- [Man] It'll be harder to go deep on the episodes for sure.
- And it'll be one off.
Once you interview Karen, where is?
- [Man] Gotta have more people.
- Where is if you're doing a show for nurses, in Houston.
And just the culture of that, and it's a call in show.
You see where I'm going?
You wanna create things that are like scalable.
Wine Library TV was amazing, I tasted wine.
Which meant I could live 400 life times,
and never get to every wine.
Right?
Ask Gary Vee.
Think about the shows I've made.
The wine, Wine Library TV.
Scalable in perpetuity.
I can't taste every wine in my life.
Not in 100 life's.
Ask Gary Vee.
Unlimited questions from the audience, forever.
Daily vlog.
I actually live, just film me.
(laughing)
There's never, I never had to create.
See where I'm going?
- [Man] Yeah.
- See?
- [Man] That's really smart.
- Got it?
That's what you're looking for.
(lighthearted music)
- What up, what up, what up?
What is up Instagram?
Hope everyone's having a good afternoon,
I'm about to go on a board call in 8 minutes.
So I don't have a whole lot of time.
Maybe 5 or 6.
When's the next Illuminati meeting?
People really believe in that Illuminati shit huh?
- [Jason] Oh yeah.
- Do you believe in it?
Tell the truth don't fuckin',
don't go based on the way I set it up, Jason.
Speak your truth you know I won't judge.
(high intensity music)
- [Jason] Yes.
- You do?
- [Jason] I think so, I don't know.
- I'm kidding, I'm kidding.
- [Jason] There's gotta be a like big group of like,
just like I don't know, like.
- Like Dr. fuckin' Evil's ?
- [Jason] Something.
I don't think there's like one dude behind the show.
- Of course there's no one dude behind the show.
- [Jason] There's gotta be someone like.
- This is not a fuckin' joke.
This is really me asking for the first time.
I actually have no idea what the people think
the Illuminati, Is the Illuminati this theory
that like powerful people have a secret club?
- [Jason] Yeah.
- Jay-Z.
Yeah I get it right?
But that's more of a diamond than fuckin' like,
like but that's the punch line right?
Got it.
I mean there's definitely people that get together and jam.
- [Jason] Yeah.
- You believe in the Illuminati?
- Some what.
- You do, you do.
- [Jason] We've seen so many YouTube videos,
like that probably describe it.
You ever just like.
- Oh you want it to be real, to be in it?
- [Man] I don't know about that.
- I feel like I'm in the Illuminati, a club of one.
I think the coolest club I'm in is in my fuckin' head,
with myself.
That's the fuckin' Illuminati for me.
That's the Illuminati I wish everybody had.
Be in your own fuckin' head with yourself.
That's fuckin' Illuminati.
You wanna really fuckin',
fuck like other high net worth individuals
that are powerful or famous
or cool or good looking.
Like that sounds like club of insecurity.
And needing to fuckin' fit into something elitist.
The real Illuminati is in your own fuckin' dome.
Club of one.
Membership of one.
(techno music)
- Hello
- It's so nice to meet you.
- I'm with Gary Vee!
- Such a pleasure.
- Hey how are you?
Good to see ya!
How have you been?
- Good how are you
- Sup?
- Thank you.
- How are you ?
- Hi, how are you?
- Hey, how are you?
- Good to see you.
Good to see you.
- Nice to see you.
- Nice to see you again.
- What's up brother?
- How are you doing?
How are you bro?
Walk with me for a sec.
Thank you gang.
Thank you, thanks for all your help.
Thank you, I'll see you guys later, or back at the office.
Uh, it was good right?
That concept is good.
- Yeah.
(rhythmic music)
- [Jason] Gary, when's the last time you've been
in this kitchen?
- Never
(laughing)
(rhythmic music)
- Thank you for being here,
I'm really excited about tonight.
Uh, you know, Vayner has been a very organic organization
over the last decade and so as we continue kind
of to our next phase.
We haven't done a whole lot of events like this.
And so, I'm just very grateful for the PET team,
what we call our HR team, here.
And uh, just wanna thank all of you
for putting this together, I was really excited about it.
(clapping and cheering)
I also haven't been in the kitchen for about a year
and a half so it's good to see it's still here.
Good call Jason.
(rhythmic music)
- The biggest mistake that people make
when they think about aca lades is the same reason
that they dwell on the booing.
You know it's funny that we're talking about athletes,
uh, you know, over the last decade I've built a lot
of friendships in that world.
And then over the last half decade,
a lot of the world has become this.
Right?
And a lot of people come to me
because I grew up in that world.
And people get down on somebody leaving a comment
that's negative and I'm like,
"bro, you play on home court, given up an 11-0 run,
and everybody who's supposed
to be your homies are booing you."
And you don't let that phase you
because you're in that zone.
As a human you need to be in that zone.
When people are saying you're the greatest,
you need to think you're crap.
When people say you're crap,
you need to think you're the greatest.
And in that contradiction and pulling
from opposite directions,
when the flows going one way.
That's how you get your actual balance,
that's how you get your two fingers in your ears.
You don't hear shit.
Can I cures on this thing?
Good.
You don't hear shit.
You don't hear if they say you're going to be the MVP
in the league your rookie year.
And you don't hear if that you're
the biggest bust of all time.
And the second you can get there,
get into that place, it's over and so.
Don't get too high on your own supply, your clippings.
A lot of these kids have serious heat.
Some of these kids have the most heat we've seen
in a generation.
And you know, balancing that is imperative.
So for me, you know, what I see in other A's,
when I'm going through a bit in my little world is just,
don't hear it.
One way or the other.
(energetic music)