- That, that's the real answer I mean look,
the most down to earth thing about me
is my parents and my circumstance
creating a framework where I'm unable to hear the cheering.
Ready? Ready?
This could be a rant in itself.
You may want to...
You'll do what you're going to do.
You're in the zone here, DRock.
Ready?
I'm tired of talking about people
having the ability to tune out the negative.
I'm done telling you to not worry
about haters and trolls and negative opinions.
I'm actually flippin' the fuckin' script on you,
and I'm gonna yell at, and I'm gonna push at,
and I'm gonna try to inspire or communicate
a perspective for you to stop hearing the cheering.
The reason so many struggle with negativity
is because they overvalue positive reinforcement.
You're addicted to people telling you you're pretty.
You're addicted
to people telling you you're good at basketball.
You're addicted to parents
and teachers telling you you're a good student.
You're addicted to opinions.
Once you learn how to not overvalue somebody
who's commending or complimenting you,
is the second you go down the path
of dealing with the reverse.
(downtempo trip-hop)
Could you give me power?
I'm going to film us doing this on Instagram live.
I think people would enjoy that.
I'm gonna film people, I'm gonna film us doing this.
- [DRock] So, these are a bunch of clips
and then...
you can just add on your two cents
or title
or however you want to handle it.
- I have an idea of using me up front
and then the clip.
And then title.
Yeah, let's try that.
Or split-screen, I think and then
maybe fade me out,
we haven't done the, that could be a good idea.
We haven't done a lot of these,
we haven't done on Instagram where I feed in
and then it goes to the clip.
So maybe we go with the split-screen,
which we know has worked,
and then I fade, like maybe we get it where I fade out,
and it goes to that.
Wanna do that? Okay cool.
Instagram live, what's up?
Sorry I'm making you go sideways,
but I'm charging my phone and it wouldn't stand up,
so you go gotta go sideways.
Uh what we're doing now is, I'm taking you behind the scenes
of how we make the clips for Instagram
where we do a talking over.
So, hope you're well.
I'm salty as fuck.
Fuck football!
- [Jason] I feel like you had a fire clip yesterday
where you were going off about judgment
and you said, "People would be happier
if you were the only person on the planet"
- Yeah, there was something there.
- [Jason] Do you want to play off that?
- Yeah, I do, good job.
I remember it.
Good job, Jason.
More of that, Jas.
It's the fucking game.
- [Jason] Yeah, it's just when it catches like, my ear
sometimes we're just in the camera and...
Yeah, and that makes sense to me,
but whether DRock's there-
Well, if DRock's there it's easy.
But he's not,
and even if he is,
it's good muscle memory to like, find it.
It's going to help you in everything.
Your own shit, my shit
and editing, and then whether there's a way
to do it right then and there, right?
Whether you have your phone and screenshoot the time
and you go back look at the footage.
Whether, as soon as it's done,
you do your best to try to remember.
Whether it's you're takin' a shit four hours later
and you're like, "that fuckin' clip."
You write it down or text it in the thread.
Understand?
The other day, and here's the clip,
and then I'll come right back and add on top of it.
I really really really think that
it's a much more macro thing, this comes down to judgment.
If there was nobody else on Earth, everybody would be happy.
I'm telling you this is a judgment game.
As you can see there, it's really interesting to me like,
there's some thought that sprung there
which I realize my God, it is literally
and I've been on this for fuckin' two years,
it is literally the judgment of others
that leads to so much unhappiness and,
and I really genuinely believe
that being the only person on Earth
would lead to so much happiness for that person.
And you're talking to somebody
desperately loves to socialize and interact with people um,
but I just absolutely wish you nothing besides health,
the only thing that I could wish you is
just a deep deep understanding
that other people's opinions ultimately don't matter,
because they don't have all the context on you.
How could you value somebody's opinion of you,
when they don't have the full picture.
How?
And more importantly, how can you judge someone
when you don't have the full picture.
DRock, look at this post I just posted.
This might be one of the better things I've wrote.
Look how serious, look how scary my dad looks.
- [Drock] You're smiling.
- Actually that's good I'm gonna,
actually, in a lot of ways...
- [Drock] What does your dad think of like
when you poke fun at him.
Does he love it?
- He loves it.
Uh, I'd like to start our next seven or eight hours,
I'd like you have two or three finalists for me,
maybe, you know, Tyler you have such a good sense
of where my vibe is so,
something make clearly stand out for you
but if I can get on the call I'm fine with that.
But I'd like renderings based on my drawing, uh, ASAP.
Jeff, when you talk to them about renderings
you gotta show my drawing.
We've got to do a version of that
on the side of the building if dad says that's a go.
Call him or find him right now and make sure that's a go.
And then uh, and then the cup for the main one
and that's gotta be-
You need to take some pictures and send it over to them,
you know what I mean, Jeff?
(someone presenting loudly on microphone)
- [Jason] Do you get hyped like right now?
- Sometimes,
then other times no.
(echoing microphone)
(audience chanting)
(bells clinking)
This is fact, not opinion
perfect execution,
cause you can waste an enormous amount of money
on digital.
The amount of people here who've dabbled
and spent three thousand bucks on Facebook ads
and nothing good has happened, is high.
Right?
Cause the ROI of some things predicate under skill.
And so, but I can promise you this.
And um, real quick, what is your business?
You have multiple locations one biz, look,
- [Audience Member] One store.
- One human store, right?
Physical store, right?
Where?
- [Audience Member] Hawaii.
- Great.
There is no shot,
that radio and television
can outperform Facebook and Instagram,
if they're both perfectly executed, here's why.
What Facebook and Instagram let you do,
is have a photo with an Asian-American family,
and then target Asian-Americans.
With an African-American family,
and then target African-Americans.
With an Ohio State family, versus a Michigan...
The level of creative matching who you're reaching,
to create relevance to make them stop to buy your shit,
is unparalleled.
- [Audience Member] On digital.
- On digital.
As you know, you're not doing 34 different reads on radio.
You got one fuckin' script.
And it's supposed to get to everybody
but it's not relevant.
Not to mention, every day that goes by,
everybody in here's listening to Spotify,
or Apple Music in their car and not the radio.
So the trends are against consumption,
and then you can't do personalization.
What people don't understand is I can tell you what to do,
but that's like me telling you,
"Guys! Basketball is a good idea."
I don't know if you've seen
the collective bargaining agreement,
but even average players in the NBA
are now making hundreds of millions of dollars,
so I think you should become a basketball player.
That's no different than me telling you
you should do Facebook and Twitter,
you have to be good at it.
But if you own your business, I don't understand
how you wouldn't take 20 hours
to either read articles on Google or watch videos on YouTube
to get good at it.
And don't run home and hire your 24 year old niece,
cause "she's young and she'll get it."
(audience laughing)
This isn't about slipping into the DM's to hook up,
this is fuckin' business.
- [Drock] One day everyone will know why this is so amazing
- I can't wait to tell this story, so the story is,
what DRock's looking at is,
right before I started my live TV in 2006.
I, in December of 2005 decided that I wanted more innovation
do more new things.
Be on the offense, like I just talked about.
And I was gonna launch GourmetLibrary.com
cause I was frustrated with Flickr laws
that I couldn't ship everywhere,
which still to this day as you guys know Wine Text,
Illinois, Texas, so...
I did that, and then I knew I was gonna build a monster.
And then everybody like oh my God
that was the photo where I drew out the first site.
However, then I got side tracked
and decided to do a vlog, or a wine show.
On uh, on YouTube, this new thing that I saw
like a week later.
Uh, or actually I already knew about YouTube,
and was consuming it.
And um, and that's why.
And now all these years later, 14 years later, uh,
on the back of Texan.
Which is kind of like the new retail innovation that I see,
um, I'm gonna launch Yummy Text.
Y-U-M-M-Y text, sign up.
Gourmet foods olive oils, cheeses, you know, breads.
Uh, jams, chocolates, teas, coffees
at heavily discounted prices for the highest quality.
It's going to become the thing.
Vlog, super happy that we're finally kinda getting back into
a regular K this on the vlog, you know, couple days
back to that daily V.
Which at last maybe far more contextual in real time uh,
so right now we just found out
Trevor Siemian's out for the year so,
the Jet's are now on their third quarterback.
Uh, we'll probably put this out before
the game against the Patriots, I happen to be in Boston, so,
never fun to be in territory that is enemy.
But, you know it's really funny
this Jet season is turning out to be
very much like my big thesis which is,
there was so much optimism.
You know, we made some big free agent signings,
we had Sam Darnold year two,
and then between mono and seven injuries and,
a tough schedule and here we are you know
with the NFL, week two and its like,
it's not looking great.
And so, that's life in business,
that's why I like sports so much like,
you can have everything organized and planned,
and uh, and be optimistic and injuries take over.
And so, yeah lets go.
- Huge fan, man.
- Thank you, brother.
- That was awesome.
- Thank you, brother.
- Thank you very much.
- That's awesome, real pleasure.
- Nice to meet you.
- Hope you enjoyed it.
- Yeah, it was awesome.
- Thank you.
Get home safe, take care.
- I'm contemplating.
You know what, we can do an end of the Key Note
into the summary, and the podcast.
- Yeah, okay, I'll do some stuff.
Podcast, what you're about to see
is probably my most relevant up to date point of view
on the small business entrepreneur,
state of the union marketing especially
if you're not rolling with a huge marketing budget.
This is for all the people
that have less than five thousand dollars to spend
on marketing this year.
Please pay attention, uh,
this is specifically to the jewelry industry.
Uh, but it resonates with all SMB's.
Podcast peeps I hope you enjoyed this episode,
I really really appreciate all your love.
Any sharing of the podcast or reviews
on Spotify, Apple, wherever you're listening to this.
Uh whether it's one star or five star,
your honest point of view of the podcast
would mean a lot to me.
It's the least you could do.
It's a free podcast, fuck!
(hip hop music playing)