Amazon was Google’s Biggest Advertiser | Oslo Business Forum Keynote | DailyVee 352

Amazon was Google’s Biggest Advertiser | Oslo Business Forum Keynote | DailyVee 352

– What up vlog. This is keynote I gave in
Oslo a couple weeks ago. Super excited about it. Really felt strong. Thought a lot of insights
that I haven’t touched on in the past were extracted. The tremendous Oslo, Oslo stand up! Incredible crowd in Oslo, extracted some interesting
insights and I hope you enjoy it. Real state of the union
where my mind is at when it comes to attention and framework and strategy around how to succeed. Enjoy, enjoy, enjoy. (upbeat music) Oslo get ready for the single best keynote in the history or this wonderful country is about to be given. (audience applause) (upbeat music) Thank you, thank you,
thank you, thank you Oslo. – [Man In Crowd] I love you! – I love you back, bro. (audience laughter) It’s always good when you
bring your brother to a talk. (audience laughter) So, you know, I love this format, I really appreciate this format. The give a talk, then we’ll
do some Q and A together, then we’ll bring you guys in. And so, what I want to
accomplish in part one here is to create a framework
of some of the things that may inspire some questions in detail when we get to that part. I think what excites me more than anything as I sit here this morning is that we are living through
such an interesting time. One that I think is quite binary. I’m curious what’s going
through people’s minds. As a matter of fact, real quick, because I asked some questions,
did a little homework. How many people here are
in the B to B business, raise your hands. So this is exciting for me,
because that’s quite a bit, and it was interesting
what I was thinking about on my flight last night. I think that there’s a
lot of misconceptions, assumptions, curiosities, difficulties, for a lot of B to B marketers,
for a lot of entrepreneurs, for a lot of consumer based companies. I think it’s a very binary debate. I really think that we’re
in a place right now where you either believe in
what I think is happening or you don’t. And I think, I want everybody
to listen to that sentence very carefully, not about what’s coming, not what’s about to happen. What’s happening, versus
believing that or not. And so what I mean by that is I believe a lot of the
things that are happening on the mobile device,
and most importantly, the attention of the end
consumer is not debatable. And I think that a lot
of people continue to conjure up statements like, yes Gary, in a couple of years. Or soon, or it’s coming,
or we can feel it. All these things that
allude to its non-reality, and to be very frank, I’m not
frustrated or disappointed. To be very frank, I don’t
give a shit what you do. I really don’t. You know, to me, I’d love
to inspire, you know, when I give a talk like this
and I see all these faces, my really big hope is that
one person sees something in the words that are said today that makes them take this more serious. Mainly, to be very honest with you, from a selfish place that
I want you to email me in three years and say
in 2017 you were in Oslo, you said this about B to
B marketing on LinkedIn, I finally listened, and this happened. I live a life where I get
hundreds of emails a day from entrepreneurs, B to
B companies, corporations. I had a guy fly in to a wine tasting I did for my family business last week, his company went from $300,000
to $60 million in sales in 18 months on the back of Facebook ads and Instagram influencers. I wish on all of you the
feeling it feels like when you actually do something
nice for another human being when you ask for nothing in
return, and you can build, to your point, that legacy. My friends, I have no vested interest in this technology revolution. I was super happy pre internet, I’m old. I turn 42 in a couple weeks. I lived pre internet, I
am not a technologist. I didn’t own a computer
until I was 18 years old. I don’t give a shit about
gadgets, I don’t like VR, I don’t like AR, I don’t like Facebook, I only like one thing, attention. (audience laughter) And so obviously it
manifests as a human being and I like this feeling, and
I’m more comfortable right now doing this than even in
any other environment. But more importantly, I
like attention much more on a macro. Where do our customers spend their time, and how do we create,
in those environments, to create the thing that we want. I started VaynerMedia seven years ago, not with he intent to build an agency and sell it to a holding company, I built it because I want to build a communications Death
Star, so that I can point it with any ambition I have. Whether that’s to sell a sneaker, whether that’s to raise money for my brother’s Crohn’s disease, whether that’s to help a friend become the mayor of New York in 20 years, whether that’s to sell a
t-shirt, a bottle of wine, it’s agnostic. It’s agnostic. Ultimately it’s going to
be to use it for propaganda to make everybody in
America a New York Jets American Football fan. But, for the time being, I
continue to hone these skills. I sit here today believing
in Alexa’s skills, and Amazon’s big push
for Alexa and Google Home and the future Apple Home
Pod, I believe in that space not because it’s showing ROI today, but my intuition on
consumer behavior tells me in 36 months, in 48 months,
every single person here is going to interact with an
AI based speaker or device and do search queries and buy products and interact in that environment. We’re living through, my
friends, let’s take a step back. We’re living through the biggest shift in the way humans interact with each other since the printing press. This internet thing is a big deal. This is not about Facebook or Twitter or Instagram or Snapchat, this is about the internet
is finally at true scale, and we’re starting to really
understand it’s impact. And it’s having obviously
geopolitical impacts, and I just feel that the audacity amongst the B to B environment,
and GE is a client, and we do things with SAP, and I’m a start up investor
in tons of SAAS businesses and B to B business. I think there’s a gross misunderstanding on how much commerce and
actual business results happen in the new environments
in a B to B world, and let me explain. The trick for the B to
B players in this room is that they have to
understand the cadence on how they have to communicate
in this new environment that completely
differentiates from the way that you would communicate
as a consumer product. For example, the way I think about the haves and the have nots, the binary people that believe
or don’t believe right now in this environment plays
out in a different way. I call it headline readers
versus practitioners. There’s a lot of people here
who’ve read an article or two, who’ve talked to some people over dinner and have enormous
opinions on what Facebook or LinkedIn or Instagram
or blogging or a podcast can do for their business, yet they’ve never
executed a single podcast, never ran a single Facebook ad, and have never tried segmentation creative and media executions in
a LinkedIn environment. The reason I keep a GaryVee brand, besides the fact that I love attention, is because I need to be a practitioner. In the green room before I came out here, I literally posted on Instagram
and thoughtfully thought about the hashtags that I was going to use to make sure that people discovered it. I pondered the copy that was
going to support the video that I was putting out, I
watched the video three times to catch the energy that I thought. I thought about the time
it was in New York City this morning, and that
L.A. would not see it because it was going to be too early, and more my European fans would. The depth of thoughtfulness
on timing and creative and cadence that I thought
about a single Instagram post is completely poo-pooed by
the modern B to B environment, it is not thought about at
any kind of strategic level, and the reason that most
people fail in winning in social media is because of a couple of huge misconceptions. Number one, there is no social media. Social media is a slang
term that we came up with for the websites and
apps now that dominate the end consumer’s
attention in our society. If you’re willing to look
at social media, the word, the way I am, which is, the
apps that live on the cell phone that have most of the
attention of the human race and is the current state
of the actual internet, all of a sudden, social
media doesn’t feel so small or a sprinkle, or a nice to have, or the thing that is coming. Number two, I just don’t think
people think it’s a craft or a strategy or an art
to the way that I do. It is far, somebody who has
run television, run print, built his family’s liquor store business on the back of email and Google. As somebody who has lived
in marketing every day for the last 20 years,
there is has been nothing more complicated or
difficult to be successful in than social, because, especially
in a Facebook and LinkedIn environment where the
action for this room is, it is the birth child of
television and direct mail and Google all in one platform. Most people in the world of business today have not quantified the difference between marketing and branding and sales. Most people either sit
on the side of math, and are quant based marketers, or sit on the side of art, and are creative, subjective marketers, and they don’t realize
that the mix of the two and the discipline to respect
the tension of both sides in today’s environment is
the brilliance and need to be successful. And so as somebody who
has been a practitioner at attacking that skillset,
not only for myself, but for the biggest brands in the world, on the back of an 800 person agency that does all quant and qual work, I have a very unique perspective and I’m very intrigued by it. I’m very intrigued by how
many people think it is better to spend money on a print
ad in a B to B magazine than it is to run Facebook ads. I’m intrigued by so many people here that are so much quicker to
spend for the 8th year in a row 25,000 euros to sponsor
a fucking conference. (audience laughter) Instead of running $25,000
dollars of LinkedIn ads against the employees of
companies that they’re trying to reach with creative that
would actually make them intrigued or inspired
to do business with you. I am super intrigued by the fact, how many people here
own their own business, raise their hands. And how many do not? Fantastic. I’m intrigued by the
difference of those two groups. I live in a world right
now which is broken up between Silicon Valley, Madison Avenue, entrepreneurs and corporates. I like them all very
much, I love all people, and I especially love all business people. But it is not the second
group of hands fault, the employees, it is impossible,
you’re a human being, it is impossible for you to
spend the money of the company as if it was your own. It’s just not humanly possible. It’s just not the way we’re wired. And I watch every day two
very distinct things happening in the market today. Entrepreneurs, or people
that own their own business, every day moving ungodly amounts of money, into influencers, into
Facebook, into LinkedIn. Not into, be careful here,
I am not a traditional versus digital debtor. For example, I believe
that most of the money spent today on digital is
going directly in the garbage, because most of the money in digital today is spent on programmatic
banner and pre-rolls on websites that nobody’s
paying attention to, and there’s no context for the creative, it’s just hitting the CPM
value, or the impression value, it has nothing to do with
driving the business results. So this is not a traditional
media is dead, digital is here. I have more issues with most
digital, it’s about today. It’s about day trading attention. It is you are trying to sell jet engines or shipping supplies or a SAAS business, and you have $10,000 to make that happen, what are you going to do with it, and to me that’s when
you need to understand the day trading of attention. What’s under priced and
overpriced attention. If you’re in America and
you want to sell product to an under 30 year old
kid, a pair of sneakers, Snapchat should have 50% of your money, regardless of how good of
a deal Snapchat’s stock is, because that is the end
consumer’s attention. And so, we’re living through a time where the biggest businesses in the world are vulnerable because
distribution of information and products have been
commoditized by the internet. The distribution of attention, or the information to us,
has been commoditized. Nobody here was shooting
a satellite into space to start a TV network 20 years with that capital
infrastructure, and the cameras, and the studios, but
literally every one of you in your pocket right
now has live television, literally, for free, on
Facebook Live or Instagram Live. I mean, it is remarkable,
we have completely taken for granted,
completely taken for granted, the power that we sit on
in our hands right now. The recording that you’re doing right now used to cost 10’s of thousands
of dollars in equipment, literally just 30 years ago. We are completely misunderstanding
where the attention is. We are misunderstanding the
single biggest opportunity for every B to B company here, and that is to act like a media company, not an advertiser. The biggest problem for all
the B to B companies here is that it’s hard to
advertise B to B products. And so what happens when it’s hard? It becomes very vanilla. You show three people smiling
in a fucking office, right? And you put it on a piece
of paper on page 87, and you think something
good’s going to happen in 20 fucking 18. It’s what happens. We know it. Or you make a flyer and
you send it in the mail, and you think that’s a good idea in 2018. How many people here can’t
wait to leave this conference and go home and carefully go
through their direct mail. (audience laughter) Yeah. So, so what happens is we have
no cadence or understanding or creative output, yet, everybody here can take those same dollars
and do a six part miniseries in audio form, and create
a six part documentary in podcast form around the
behaviors in their industry, or creative that’s
interesting to their users. For example, I have a lawyer friend who’s starting a golf podcast
because he’s trying to reach high net worth individuals, and a lot of them play golf. He’s not starting a lawyer podcast, because nobody wants to listen to that. He’s starting an interest
podcast as a gateway drug to his services, because
the law firm is bringing you the golf information. And so, if I can leave
with anything, if anything, if I can get one of the hands that went up from the B to B environment in this room, if I can get one of them
to actually make the shift that in 2018 instead of spending hundreds of thousands of
dollars on print and sponsorship and direct mail as an advertiser, we’re going to look at
the digital landscape and become a media company
and bring value and interest to our perspective
clients as a gateway drug. That would be a huge accomplishment to make a little less altruistic
and lofty and confusing, even if you just started
writing white papers that were not sales release,
but were actually white papers. If you get out of sales
and you get into branding, if you make a white paper
about trends in your industry and why you’re servicing them, right. If you made a white
paper that was 13 pages, thoughtful, smart, you
put energy behind it, your best people behind it. And you ran that on LinkedIn and Facebook against the employees, and
this is how you segment, in an ad form, against the employees of the companies that you
aspire to do business with, you would see remarkable results. Because what attention is
most interesting to me. How many people here have ever played in the real estate industry in their careers, raise your hands, just curious. This is interesting to me. I’ve started realizing huh, I’m acting and navigating this world like I’m in the real estate business. You’re attention is no different
than real estate people look at new places, new
beach front properties, emerging cities, trends within
cities that make you think the property is under priced. All I do for a living every
day is what’s under priced and what’s overpriced,
and market by market. What’s happening in Oslo that
isn’t happening in New York. Or what’s happening in New York, and one of the great, I
mean, unbelievable advantages of being in a market that is not the United States of America is
being able to watch the trends and understanding which
ones will transfer and not. Not every app will pop in the Nordics that pop in America, however, 90% of all of this that I’m talking about is human, not cultural. These are human dynamics,
let me give you one. Everybody here will give
up privacy for time. Time is the pillar asset for us besides health, money, and religion. Time. So, when I think about
audio and why I push you to thinking about a podcast, is because if you’re trying to reach a high net worth individual,
or a decision maker in a business that would
do business with you in a B to B environment, I’m
going to make the assumption, that I think we all
can, is that she’s busy. And what audio does, how many people here follow my content, raise your hands. Thank you. Of the people that, keep your hands up, I wanted the other people
to see this, thank you. Look around if you’re in the front, okay. No it’s not enough, don’t worry, that’s not what I’m saying. What I’m saying is watch now this. Okay, thank you. Now, of those people, how
many of you in the last year have started listening more to my podcast and watching less of my
video, raise your hands? That. That’s what I am most
intrigued by right now. To me, thank you. To me, the fact that
technology in 2018 and 19 is moving us as humans
to act more like people from the 1930’s to 60’s
and consume more radio, because we have it on us, because we are subconsciously
trying to find more time, because time is emerging as an asset because we’re getting
pounded with information. Because we are starting to get trained, we grossly underestimate
the brain and human beings, we’re starting to get trained
to listen to the podcast and do something else. And so, I am betting on voice, both podcast and Alexa
skills and Google Home and all those skills, because I know that is the
thing we’re going to buy into. One of my great misses in
my investment career, Uber, which I passed on twice in the angel round at a four million dollar valuation, I invested in later at a
100 million dollar valuation because I realized Uber
wasn’t selling transportation, Uber was selling the perception of time. When you hit that button,
you’re able to go on and do what you’re doing
until it gets there, and that was the remarkable insight. So much of what you do every
day, the things you value. Do you know why you don’t
unsubscribe from emails that you have no interest in getting? Time. It takes you longer to
unsubscribe to the email than it does to just
delete it or swipe it out. Time is driving so much of our behavior, and in the B to B environment,
in the B to B environment, it is emerging more to me strategically because the decision makers
we’re desperate to reach value time even more, and that’s why they will not
go through their direct mail. That is why they will not go
through a magazine carefully and stumble on your advertisement. Can we, Oslo, can we make a deal. Can you not buy a print
fucking ad next year. (audience laughter) I mean I’m sitting here and
I’m talking, and I’m like, then the other part of my brain is like, yeah this is so ridiculous, like how the fuck you
buy a print ad in 2018, it makes no sense. It’s so overpriced. Do you know that you pay
eight to 12 times circulation as the CPM cost for a print ad, in case Jorge leaves
the magazine on the bus, and Susan picks it up and goes to page 90 fucking seven and sees your ad. The lack of practically is so obnoxious. Yet, there are people here
who comfortably buy print ads because that’s what we’ve always done while asking what the ROI
of Facebook and LinkedIn is. Just incredible times, and
you will see some of the biggest companies in the
world over the next decade completely vanish off
the face of the earth because of their misallocation
and their misunderstanding of where the consumer’s attention is. They will not understand. They will go out of business. This is happening, it’s
happening faster than you think, you see it all around the world. I was in Singapore last week, the number two magazine media
company shut down it’s print. It’s happening every single day. In America, Toys “R” Us,
the biggest toy retailer, out of business, out of business. This is happening every single day and will continue to accelerate, and I’m stunned that I go to a dinner every night of the week where
for the first 30 minutes a 70 year old executive
will want to talk to me for 30 minutes how he
or she cannot believe that Facebook has changed
the election in the U.S., changed the Brexit, it’s unbelievable. They should shut it down,
we need laws, this is crazy, it’s too powerful, it’s super scary, what about our grandchildren. And then we will transition
to the 30 minutes of the business talk
and they’ll say to me, but my customers aren’t on Facebook. (audience laughter) That’s what I do every time, too, I throw up directly on them. (audience laughter) (audience applause) It’s time, it’s time we have
the proper conversation, which is the following. Most things that we grew
up with five years ago, banner ads and pre-rolls
included, are overpriced. It’s not that anything’s dead. And I hate when people
are like, TV’s dead. TV’s not dead, you know, radio’s not dead, they’re overpriced. What you pay for is not what you get. Meanwhile, everybody in
here will read an article in six years that says 2012
to 2019 was a golden era of Facebook Ads, and you
should have done more. And now that they’re $48
CPM instead of $7 CPM, you’ll regret and you’ll be sad, right. That’s what happened to me. When I get introduced and people say, he built his dad’s liquor
store from three to 60 million dollars, and
everybody’s like, I get sad. Because I spent too much
money on print and outdoor and radio and all the other things, even though it was staring me in the face that Google, for five and
10 and 11 cents a click was driving unbelievable ROI. I took it for granted, I was
too young and didn’t understand how good of a deal it was, and that’s why I stand
passionately up here today and tell you every penny you
can afford to put into Facebook and create videos and
pictures to make it work, every penny you can afford
for the B to B players to put into LinkedIn
and create white papers and videos for them, every
penny you can afford. Because you will go back
and look at this era, much like many of you did with
Google in the early 2000’s, and then you did it in 2010 and 12 and 15, and you’re like, and you caught up. The problem was, now you’re
paying the appropriate price, you’re not stealing it like everybody did from 2001-2006, that is what’s happening. Either I’m right or I’m wrong,
it will play itself out. But I will tell you this. When I see, how many of
you are familiar with Wish, the shopping app, raise your hands. Wow, that in itself. 18 months ago if I asked that question, four hands would have put up. One more time, how many of
you are familiar with Wish? How many of you have
boughten something off Wish? Fuck, this all makes sense. Listen to this. Wish, in the last seven
years, or six years, has gone from zero,
zero, to anywhere between three to five billion dollars in sales. It is probably the most
emerging, most important retailer in the world, that most people don’t know. Yet, it is a top 50 app in
every single app store country on Apple in the world. All of their money, all of their
money until this last year, where they put some branding
on the Lakers jersey’s and on the Mayweather
McGregor fight in the corner, all of their money for the last six years has been spent on Facebook. And these were engineers
that were employees from Google and left. Why? Because they saw the pattern
recognition that I saw, which was Amazon. Amazon was Google’s biggest advertiser in the early days of Google. And they used that under price attention to build a monster company. And that’s exactly what
these Wish founders did. They knew that Google was
under priced for those years, they knew that Facebook was
the new under priced model. They went all in, all in, and they bought under priced attention, acquired customers at
a under priced nature, and built against that momentum. That environment is still
available for the next 24 months for the majority of this room, including the people
that are practitioners and understand that you
can target employees of organizations on Facebook, and I highly recommend that
you do not take this talk for granted, and you go
back home after today, and you start Googling, how do I run Facebook ads
for my B to B SAAS list. How do I do this, how do I do that. The tactics are commoditized,
you can Google it at home. The mindset to understand what
year we’re actually living in is the punchline of this conversation. Thank you. (audience applause) – Awesome, Gary, awesome. My friend Rick bought me this. – I like this. – Yeah, it’s a Jets hat. – I like the Jets. – And I realized that it
doesn’t really make any sense to give it to you. – Okay. – Because you probably
have thousands of them. – I have 7,000 of them yes. – But I still have it, so. – Should we sign it and
give it to somebody else? – That’s cool, yeah. – Yeah, we’ll do that. Okay. – We’ll do that. – Okay.
– Okay, cool. So sit down here please. – Sure. – Some water, Red Bull. We’re going to have a
lot of fun with these, by the way. You’ve heard about this, Catchbox? – Of course. I fucking speak every day. – You’re so trendy. Sorry. – No worries – Okay, so, we are going to
have a little conversation and then you guys can
already start thinking about all the cool questions
you’re going to ask. But I just want to start. – Please. – First of all, welcome back to Oslo. – Thank you. – How are you feeling. – Great, great.
– Yeah? – Thank you so much guys, for the energy. Really appreciated it. (audience applause) – So the room is filled
with business people. – Yep. – And as we talked about
before you hit the stage, Norway’s quite ahead in terms of digital. – 100%. – Snapchat is bigger than Instagram here. And I would say the average Norwegian uses social a lot. – [Gary] I agree. – But still, I get the vibe
from the advertising industry that a lot of businesses
are still very behind on investing in Facebook
ads, Google AdWords, all that jazz, as you
were just describing, over 70 year old dinner meetings with 70 year old people. – And you know why that is, right? – Tell me. – It’s not a Norwegian thing,
it’s not a Nordic thing, it’s a global thing. It’s because the biggest holding companies that are the fortified
biggest holding companies in the advertising industry, the WPP’s, the Omnicom’s, the Publicis, these are publicly traded companies who should be driving
their business results, not their clients results, are always selling things that
they make the most margin on, which is television and
programmatic digital, and then they will support
it with bullshit reports that are an inside the game dynamic to justify the spend, and
they are extracting the value out of the biggest companies in the world, so they feel comfortable with the reports and the bullshit fucking
metrics that they measure on internal MMM’s. And so it’s a complete inside,
did you see the Big Short, the movie the Big Short? – Yeah, yeah. – That’s what’s happening
in the advertising world. Everybody’s in on it. The company’s are fucking getting fucked, they’re gonna lose. The biggest media companies are getting bigger and bigger and bigger
and more and more profitable, and that’s why it’s happening. – So, basically, they should
fire their agencies then? – Um, no, I don’t think
it’s their agency’s fault, I think it’s their fault. – [Interviewer] Right. – Agencies aren’t stealing their money. They’re giving the agencies the money. – [Interviewer] That’s true, so. – I think what should
happen is we should start changing the way we compensate the C-Suite of the biggest companies in the world, because all of them are
making decisions based on what the stock price is when they leave so they can liquidate and buy their yacht, not if Red Bull’s going
to be around for 30 years. – [Interviewer] Damn. (audience applause) – And you know what’s funny. – Yeah? – They all know it. I was watching, you guys all know it. I mean, I know I’m right,
and you know I’m right. Now, that doesn’t mean anything. Doesn’t mean it’s going to change. It just means there’s
an opportunity, right. When companies that have
a lot more money than you are throwing 95% of their
money directly in the garbage, you have a change of winning. had 114 million
dollars in fundraising when I had $14,000 in advertising in 1997. I beat them. Why? Because I did the right
thing for the business, not because I was an executive trying to maximize my personal wealth. – Right. Do you then think that, like, entrepreneurs and small
businesses have a bigger chance to win now than ever? – 100%. It’s happening. This is not me predicting. What the fuck do you think has happened in the last 10 years? This is the greatness era because money, let’s say you want to
start a toothpaste brand. You’re passionate about toothpaste. You want to make more
all natural toothpaste, and you want to sell it. You can now sell that
direct to consumer at scale at a level we’ve never seen before, but if you wanted to
start that 25 years ago, the amount of money you had to pay Tesco or Saintsbury, or Wal-Mart,
just for trade dollars, distribution, like of course. And then if you actually
run Snapchat and Instagram and Facebook influencer
ads instead of billboards or print or direct mail,
I mean, absolutely. This is an incredible time
to act like an entrepreneur, whether you’re an
entrepreneur or a corporation. And when I say act like an
entrepreneur, you’re scared. You know, the reason I
became a great marketer, was because the marketing
was for my dad’s liquor store and that’s how my family ate. I wasn’t going for Cannes Lion Awards. I wasn’t looking at reports every 90 days that were metrics on
the brand health lift. This was about fucking selling pinot noir. And so I got very disciplined that marketing had to
do something for you, not make you feel good about
justifying that you’re a CMO. – Right, and I saw you at
Cannes Lions this year, just like other big agencies. So, the things you’re preaching
and you’re communicating to us today, how, I mean,
acting like all the others. Going to Cannes, having
meetings, having parties, all that kind of things. How do you make sure
that your whole company are kind of communicating
the same things you are doing and making them understand
how to prioritize the client’s budgets in a different way? – Dictatorship. (audience laughter) – Sounds like fun. – It is fun. I mean, especially when
you’re pushing good. It’s super fun. If I see tendencies from a leader, Eric here who’s in the
front and runs our UK office and most of our European activities. If I get any indication that
Eric is pushing something that is in the short
term value of VaynerMedia because he wants the P
and L of the London office to look better and he knows
that the client will buy this, but it’s not on message,
he won’t have a job, and he knows that. And it’s not, that’s not bad. That’s just to make sure we don’t lose. Like, to me, I’m not
scared to go to conferences and have a party. To me that’s a framework. You know, that’s like being a human being, we’re all the same. It’s about what’s coming out of our mouths and what our actions are. I am met with a lot of cynicism. You said it. You expect much, you’ll love this. How many people here
when they first saw me or consumed my content,
thought I was a douche bag or completely full of
shit, raise your hands. Right, so like, I’m aware of that. And the good news is
that doesn’t cripple me, because I can deliver or I can’t. Either you’re right or I’m right. And that’s kind of how I
feel about Vayner right. Like I’m not worried
about going to Cannes, because I go to Cannes and
have this conversation. You know, having sizzle, or
looking like everybody else in the front is irrelevant. It’s the execution on the backend that is going to ultimately
be the case, right. – [Interviewer] Yeah, absolutely. – When you and I took
that picture years ago, I was amongst other social media experts that were charlatans that
were going to take opportunity in this short window. I laughed because I was already
a 33 year old businessman who’d already built an actual business, I wasn’t a real estate agent
six months earlier, right. I just truly believed that the
attention of all these people was going to be in these things. There’s videos of me, you know, in 2013, a hell of a lot chubbier, saying like, Snapchat’s going to happen,
either I’m right or I’m wrong. This is not, you know, super complicated. I said here, it’s on video,
that voice is going to matter, and all of you are going to interact with speakers in four years. And if you don’t, people are
going to pull up those videos and say don’t listen to Gary,
look how wrong he’s been. So I don’t predict, you know, every time there’s new app, I don’t do what a lot of other people do, and just say this is going to be big and hope one of them is. I don’t fucking guess, I don’t hope. I fucking work and I execute. – [Interviewer] Sure, I like that. (audience applause) When we tweeted out that
you’re going to visit us today, I got a lot of questions
about VaynerMedia in Europe and in the Nordics. Can you maybe share a little bit about your plans there? – Look, we have ambition
to service the globe in a 40 year macro. And so, you know, obviously,
a lot of people in Nordics saw what we did with ArticStartup, and we have 10 teammates
coming to Helsinki in January, like we’re looking at
this part of the world very feverishly. I’m a very big fan of the time
I’ve spent in the Nordics. And I’ll be, you know, look. I think a lot of you do watch my content. I don’t go to every place
and be like, I like you. I do like this place. There’s a really, you know,
it’s interesting right. So I’m funny with Europe
because I disrespect it, because even though I was born in Belarus and born in Eastern Europe, like, there’s, like I’m a work ethic guy. And I’m very empathetic
to like work life balance and quality of life, I don’t
just anybody’s opinion. But like, in business,
I do think work ethic is super hardcore important, and I think certain parts
of the world have it too extreme and work
too hard, and I think, I think New York is one
of them, I really do. Even though I work harder than them, I can take back a step
subjectively and go, that’s a lot. And then there’s other parts of the world that don’t work at all,
like Greece and shit, right. (audience laughter) And I’m like, you’re
fucking losers, right. And so, but it’s been interesting. And I’ve been to the
Nordics maybe 12, 13 times. I think there’s an
interesting cadence here, I think there’s interesting brands here, I think there’s interesting
businesses here, and we have real ambitions. Obviously for people
that follow me the most, they saw that I kind of
ran my mouth and said we’ll be in Singapore in
2018 with VaynerMedia, which I would say is 95% accurate. And so, we’re looking at Southeast Asia very aggressively right now. But, over the next 20 years, the Vayner brand will have a
flag in every sector, right. You know, South America and
Africa, we will be everywhere. And so, we will be here. – Cool. – Timing, I don’t know. – Cool. And so, I started referring
to the jab jab method when I work with my clients. Focus on giving value
and the right to market, is that still a very
important thing to focus on in your opinion, and what
are the big lines of advice you usually give to your
clients, like high level. – For a lot of people that don’t know, I wrote a book several years ago called Jab, Jab, Jab, Right Hook. Give, give, give, and then ask. I think a lot of people
when they put out content are ask, ask, ask, ask, or
take, take, take, take, right. I think what has really
worked for me and the clients that I’ve worked with and the start ups that I’ve worked with is
when you actually give value, and a lot of times people
think they’re giving value, but if you look carefully
it’s selfish, right. So these are nuances. But yeah, I think it’s
never been more important to be what I would call consumer centric. A lot of people here talk in boardrooms about being consumer centric, but advertising in general
already is not consumer centric. You want to steal my time to
tell me how good your soda is. That’s not inherently consumer centric. And so, more than ever
I believe in empathy. I think empathy is the secret
drug of success in our society both as a leader, when you’re a boss, and definitely when you
think about the consumer. And I think that the trait of empathy that I took from my mother is no question, maybe outside of competitiveness
that I took from my dad, the core reason why I sit here today. And if anything I would tell
you if I wrote it again, I would it call it, Jab, Jab, Jab, Jab, Jab,
Jab, Jab, Right Hook. It’s just more important because there’s so much being thrown out, right. As the supply of content and noise grows, you have to differentiate
with more value, not less. And so, again, trying to
speak to the people here who have been following me, you’ve seen in the last
18 months compared to the prior five years,
I’ve been more aggressive of putting out free
information and good content. In written, in audio, in
video, in multiple shows. Like I’m going harder to bring value because I felt like it was the only way that I could separate and
create the opportunities that I wanted for myself, was basically, I basically think I’m
trying to guilt people into being interested in what I’m doing by providing so much more
value with nothing in return that it almost creates a level of guilt. – Yeah, I see that. I’ve noticed that you’ve switched from, you’re a lot more motivational
in your content now, then you were earlier.
– I agree. – And I remember that you
said in an interview once, that you’re very afraid of being looked at as a motivational speaker.
– Desperately fearful, yes. – So, what changed?
– Why did I do it? I built another 150 million
dollar revenue a year business and it made me feel good
that if you called me a motivational speaker,
I would say, that’s fine. But have you been paying
attention to the fact that I grew the fastest
growing agency in the industry in parallel. So by building an actual business, and by actually being a
CEO, and by actually again, not just Wine Library, but
now again a second time, building something. You know, listen. It’s not easy to build
something from zero dollars and zero cents to 150
million dollars in revenue, not valuation, in a seven year window. That takes operational skill. And so if you don’t see
that that’s what I’ve done, well then that’s okay. But what has allowed me
to be more motivational is the lack of fear that that was
the only thing I was doing. I am optimistic. – [Interviewer] So you got
more confidence and proof. – 100%. I felt like I had, you
know, and don’t forget how I figured out the drock thing, right. He’s just filming me, I’m living my life. It’s not like I’m doing that. GaryVee is my side hustle. Gary Vaynerchuk CEO of a
large enterprise is what I do, and so yes I felt more
comfortable, confident, that I could speak a little
bit to the motivation, because the truth is it’s really scary. It’s, you know, the way I gave this talk. The tactics are very commoditized. It’s the mindset which gets
into motivational aspects that is so imperative,
because you’re trying to break through
insecurities in individuals that lack the courage to do something and are crippled by fear
because they’re worried about other people’s opinions. I’m trying to push so hard. I’m basically trying to be their courage so they can blame me if they
fail, which I’m fine with, I just want them to do. – [Interviewer] Yeah, and you
think it’s easier for people to do things they’re scared
of if they can blame you at the end if it didn’t work. – 100%. I really mean that. And I’m okay with that
because I think that, I think that people
don’t understand how much they’re going to regret
when they’re older. I also think a lot of executives here are going to get fired in six
years for being conservative, even though that’s what their company’s telling them to do. They’re going to be the
fall guy and the fall gal when the company starts faltering, just like the CMO of Under Armour was just pushed out
yesterday, I met with him, he was very conservative,
the company was telling him to be conservative, but
when it hurt Under Armour, he’s the one that’s getting
killed, not the CEO. So a bunch of people here
are going to be out of a job, they think they’re being
smart and a political animal and they’re going to get promoted. What they don’t realize is
that the market’s changing on them and when everybody looks at them and they were the ones pushing bullshit, because the company wanted
them to pull bullshit, they’re going to get fired, and I don’t want that to happen to them, so I’m trying to get them
to die on their sword, instead of somebody else’s. And I’m trying to focus on
getting them to tell the truth instead of what they think they need to do to get another bonus this year. (audience applause). – [Interviewer] Cool. – Thank you, and the
reason they’re clapping is they know how true
what I just said was. (audience laughter) And you’re clapping yet conflicted, and I’m empathetic, I
don’t think I’m cool, I don’t think you’re bad, I just want to have these conversations so you can be thoughtful. Right? Like maybe it’s time to have the courage to say what you actually believe. Because let me tell you something, getting killed on somebody
else’s thesis sucks. You’d rather go down with yours. (audience laughter) It’s the big one, it’s the big one. It’s the one that, again, that’s
why the reaction happened. If I can just give people
courage to go into a meeting tomorrow and go, you know what. First of all, they may
not have the skillset of understanding Facebook
or Snapchat filters or whatever it may be. First, you gotta motivate them to go home and read and watch and
get educated, right. But if they’re here at all,
they’re already ahead of 99%. If they even are here, I’ve already got. When I speak, I’m not speaking
in the middle of Red Square, hoping I can convince a
couple Russians, right. I’m in conferences where
people have already come, you’re already on third base. Now it’s just which way
are you going to go. Are you going to go back, or is this the moment
you’re going to go forward. And I take a huge, I’m flattered
that I was invited here. I feel obligated to give my
best thoughts and efforts here, and so that’s why I speak
and communicate the way I do. I’m playing for legacy. – I like that. So, I noticed kind of a pattern interrupt in what you’ve been doing
with Planet of the Apps. So, for those of you guys who don’t know, it’s your show on Apple Music. And I would just love your, because it’s more
traditional media, kind of. I’d love to just hear your thoughts on. – Why I did it? – Why I did it and if you got
what you wanted out of it. – I got what I wanted out of it. Not all of what I wanted out of it, but I did it because I love
doing things that are win win, no matter what happens. It’s why I did the sneaker. And I’ll explain that as well. But I’ll stay to your question. The reason I did that is
because the other three people that were my guests, that were my mentors, are fucking famous as shit, you know. And by being the fourth, by being Ringo, but knowing that I was John or Paul, was a very good strategy, right. I knew it was a subject matter that I had much more expertise at, right. I knew that I was going
to be good on camera, because I am good on
camera, just I’d never done a television show. And I thought the whole time that Apple would never release it on Apple Music, because I thought that was awkward, why would you watch a show on Apple Music, we didn’t get, you know, I don’t
like to fight the consumer, as I was saying in the green room. You do what the consumer does. So the whole time, you
know, it took a year after we signed to coming out. The whole time I’m like, okay. They’re going to create
something called Apple, there going to do something with Apple TV, or they’re going to create
Apple Entertainment, or they’re going to buy Netflix. Like the whole time I thought, there’s no, literally til like the
week before the show aired, I’m like, there’s no way
they’re going to distribute this on Apple Music, so the reason
I didn’t get everything is because it was on Apple Music, and that was awkward, they didn’t watch, even though it was in
every country in the world. What I did get, was in 10
episodes for Hollywood, I put on film that I’m
a celebrity, I’m a star, and I’m worth doing business with. And the level of business deals
that I’ve been offered to do any business show I want
on the biggest networks in the world has been remarkable. Now, ironically, I am so
excited about what’s going on with VaynerX, you know I bought PureWow, I created a holding company, VaynerMedia, and I think the stakes
are so high based on what I’ve been talking about
with the opportunity what the holding companies are doing, that I’m, I was about to say I’m probably, I’m not going to do a TV show next year, like I thought I would. Even though the offers are better than I could have even imagined. Because I have to stay
disciplined and be the operator, because the opportunity is to great, and so I’m going to see that through. But, it was great. And also, I love doing firsts. Apple is going to figure
out original programming. And one day I’ll be siting at, bro. (audience laughter) I get it, respect. – [Interviewer] Tough crowd, eh? – Yeah, he better be taking a shit. (audience laughter) I know, which is even better. I wish everybody fucking left
right now and went to work. I like that I’ll be able
to be here in seven years at this conference. We’ll be talking about
how all the networks died and OTT won, and I’ll be able
to make a reference like, yeah you know, when I did
the first show on Apple. – [Interviewer] Right. – That has value. And that’s how I think. So it was all upside. All upside. By traditional TV, if I
did a regular TV show, like I was offered a ton,
and it failed, for ratings, in theory the way this did. Then I’d have nothing. Here, I siphoned the brand equity and had, and I’m completely
on a different pedestal in Hollywood because I’m
with the other famous people. It was a show that was
around my strengths, so I was disproportionally better on it, so it was a win win. It’s very smart to do business things where there is no downside. (audience laughter) – So, two seconds about your
shoes before my last question. – Yes. Literally the same exact thing. – Yeah? – Sure, it’s the, you know,
out of a top 10 sneaker brand, it’s the first collaboration
where an entrepreneur has a shoe, not an athlete or a musician. If it works, then I get to always say that I had the first
business sneaker, right. Right? If it doesn’t work, my best
friends get to make fun of me for having a big ego. – So last question before
we open up for the audience. So, you talk a lot about legacy. – Yes. – And you’re talking about legacy being greater than currency. – I do. – What do you mean by that? – I’d rather be remembered
as a tremendous human being than make a couple extra dollars. I leave money on the table every day. Way more than people would realize. Like, my assistants, my
admins, my lawyers, my agents, they’re always freaked out. Because I make decisions
that are going to look good when I’m dead, versus making
an extra seven million dollars a year this year. And so, when I made
$100,000 a year, I made it. I came from nothing, you know. When you’re an immigrant and
you live in a studio apartment with seven family members
and you’ve got nothing. When your parents buy you
seven toys your entire life and you had to buy the rest of them, when you went on one family vacation in your entire childhood, like, you’re coming from a different place. So, like I said, when
I made $100,000 a year for the first time, when
Wine Library got bigger, I was like, phew, I made it. So for me, I’m not driven by the money. The money will be there,
the money’s there now at a level that I am super excited about. I know I want to buy the Jets,
but it’s the chase of trying far more than it. And I think I was,
listen, when I talk about what I think I have that’s special, I don’t think that’s an ego or confidence, I think that’s, that’s giving my parents and being an immigrant a pedestal. When I talk about being good, I think that’s me flattering my parents. What did I do about it? You know, my kids, my
businesses I feel pride in. Me? That’s my parents work. That’s America’s capitalism at work. That’s being an immigrant at work. I have nothing to do with the admiration that I have for people, so
it keeps me very grounded. The reason I was nice, you
know, when people meet me, is I didn’t do anything. I’m the byproduct of Sasha and Tamara, they should be running
around acting big shots. I’m fucking, just, you
know, trying to deliver on the gifts, and I’m
driven, completely fueled, completely fueled on gratitude. I’m so grateful for my circumstances, and that’s why I want to give back. I feel guilty. The reason I understand out of guilt, is because I feel that guilt for having such an unbelievable mother. I feel that guilt for being born. Thank you. (audience applause) For being born with talents to communicate that touch people. I feel guilty for struggling,
which created a skin that makes all your opinions matter to me and not matter to me at the same time. And so, yeah, I really want legacy. To be very honest with you, because I feel I was built for it. Like I, you know, I don’t like saying it, because it does sound so douchey, but I think I’ll be all time. (audience laughter) – I love that. – And let me tell you why, because I haven’t even started. I’m 41 years old, like. I have 40, 50 years of
work to put into the world. And for you and others here,
you’ve seen what’s happened in one year, compared to a year ago. The momentum is so exponential,
and that’s how it works. Right, it builds, and it builds. And what I have is real and it’s honest and I really genuinely
want to give them 51, because I know what to do with the 49%, and I watch everybody
else and they want 80, and they want 90, and they want 100. And that’s why I’ll beat them. – I like that. So, you said you had
that I made it moment. – Yeah. – Many many years ago. Do you still have those moments. Are you still, I know you’re grateful, but are you still having
those kind of moments? – And even that one was
kind of like whatever. I’m not good at smelling the roses. – No. – But I, to your question,
it’s an interesting thought, and I think it affects people around me, that’s why I think about it. For me, playing the game is the roses. The process, the struggle, the failures, is the stuff that gets me going. Not the accolades, the awards, the money. I like the game. I liked four sports teams
in America growing up. My baseball team and hockey
team won a championship and I stopped caring. My football team and my
basketball team still haven’t, and I care quite a bit. That’s me. I want the climb, I want struggle. And I’ve been successful,
and I think most people are successful when they are
in it for the right reasons. And if you’re an entrepreneur,
the right reasons are getting punched in the face. You get punched in the face
everyday as an entrepreneur, everything’s on you, it’s
lonely, it’s very difficult. It’s been good the last eight years because the world economy’s good, wait until it gets bad again. A lot of these kids don’t know yet, they don’t know what it feels
like when the world melts, the money dries up, and
you still gotta survive. And I’ve been through two
of those cycles already. And like, I’m looking
forward to the next one. I can’t wait for the world to melt. Because all of the C and D
and B players get eliminated and go get jobs, and I like that. That’s merit, that’s
capitalism, that’s the game. And so, I don’t smell the
roses when things happen, because I think I’m smelling the roses in real time every day. – I like that. Ready for some questions? – I am. – All right, people. Can we change the lighting
so we can actually see all the people as well? And Dominic, I’ll give it to you, catch. – [Gary] That’s fancy. – [Audience Member] Hi Gary. – [Gary] How are you, my friend. – I’m good, love you. – [Gary] I love you too
man, thanks for the hoodie. One life baby. – I’m curious, you talk always about, you talk always about speed. It is important.
– [Gary] Yes, very. – [Audience Member] Hiring is important and firing is even more important. – 100%. – [Audience Member] What is
the process in VaynerMedia? How long do you, does it take
for you to fire a person. – Somebody just got approved to be fired in 90 days today. Other people, I’ve been
agonizing for 18 months. There’s no one size fits all, right. There’s two forces, there’s
me as an individual, as the dictator, as
the CEO, as the leader. And then there’s the
collective leadership, right. And I try to counterbalance
them, I don’t blindly, I don’t take my leadership’s
opinions blindly, because they’re protecting their lives and their opportunity, and so they may be doing the wrong thing. Subconsciously, they’re not bad people. So, it runs the gamut. I mean, there was somebody
I hired not too long ago that I thought was going to be important, and I basically fired
that person in my mind 48 hours later. So, the problem, the reason
most people here don’t fire when they’re supposed to is their own ego. They don’t want to admit
that they were wrong in making the selection of the person. And it is killing so
many of your businesses. Or, the other reason that they don’t fire is somebody’s too important
to their business financially, even though they’re a cancer internally, which means they’re going
to lose long term, too. And so, I don’t do those two things. I make sure I’m way better than
everybody that works for me, so I’m never at the mercy of anybody. (audience laughter) I’m being serious. Uh-huh. And I also am very humble
when it comes to my, I think I have great EQ,
it’s what I trade on, but I’ve been so wrong so many times, because it’s so difficult. And so, they run the gamut. There’s a million different things. What’s unacceptable, what speeds up, people are fired much quicker for being not nice to the other boys
and girls much quicker than not being good at their job. They can’t be disruptive to the energy, the culture, because I don’t
like tension and negativity, and if you’re fucking me
up, you’ve got no shot. – [Audience Member] I like
that, thank you very much. Could you sign two books? – Yeah, of course. – Okay, so, Rick, I’m throwing it to you. – Nice throw. – [Rick] Can you hear me? – In a second I think we can. – [Rick] Can you hear me? – Yeah. – [Rick] Gary, welcome to Oslo. – Thank you so much my friend. – I’ve got two questions. My first question,
first off I want to say, thank you for talking
so much about gratitude. Thank you. My first question, I’m going
to try to make you jealous. – [Gary] Go ahead. – I was a 13 year old boy. I was growing up, I was living
in West Islip, New York. – [Gary] Yes. – January 12th, 1969.
– 1969. Best day on earth. – I got up at six o’clock in the morning, because I couldn’t sleep. – [Gary] Awe man, I’m
super fucking jealous. – Waited until four
o’clock in the afternoon, what was I doing? – You were ready for the
New York Jets stunning, my friends, the Sports Illustrated, the most important sports
magazine in America at the time predicted the
Jets would lose the Superbowl, 41 to nothing. They were the biggest
underdog in Superbowl history, and they won. – [Rick] Broadway Joe Namath
against Johnny Unitas. – That’s amazing man, that’s so cool. I’m actually jealous. – I brought you hat, that was the hat. – [Gary] Do you have a question? – The second question is about voice, because I’m really happy
you’re talking about voice. I just launched a voice app, which is a voice analysis
technology, called Voiceable. And what we do with the app, is we record somebody’s voice, and then we help speakers and presenters to work on their voice. – [Gary] Interesting. – It is interesting, and it
allows you to compare yourself to some of the greatest speakers and inspirational speakers in the world. – So you’re breaking down the analytics of the sounds. – [Rick] Exactly. We’re making it easy to practice with it. – Interesting. – But the number one
celebrity that you can compare yourself with
is always Barack Obama, hard to beat, most people want to do it. But number two, is GaryVee. – I think you’ve got your ratings wrong. (audience laughter) – [Rick] I may have, I may have. (audience applause) – That’s amazing, I’ve got to see that. – [Rick] So my question is,
there’s all these entrepreneurs, young entrepreneurs who are racing around and they want to be like GaryVee. And they’re talking fast,
and they’re trash talking. – And you know that scares me, right. – [Rick] And my comment is, what kind of comment
would you have to them? Advice to them? – I would say for them to be them. You know, self-awareness,
along with gratitude, and along with empathy, is something I’m spending a
lot of time talking about. It’s funny, I come across so alpha, so when I talk about all
these soft and warm skills, I’m always fascinated by
how people consume it, because it’s a really curve ball, right. What I would tell them
is they need to deploy self-awareness. What made me me was I was brought up with so much self-esteem by a mother that understood its power,
and I had my own DNA and circumstances, that
I didn’t want to be anybody else. The level of knowledge I
have on Richard Branson, Steve Jobs, or Jack Welsh,
or Bill Gates, or Mark. I know nothing about anybody. Like, zero. I’ve always just focused
on being confident about what I had, and more importantly, being humble about what I didn’t have. You can’t, you know, when you
try to fabricate charisma, it comes out as the worst shtick ever. And we can all taste it. And so, look, I’ve double
down and tripled down and quadrupled down and
continue to on what I have, and so I try to tell a
lot of these young men, you know it’s been really
interesting for me. I’ve been spending an ungodly
amount of time on motivation, because I think it’s a gateway drug to get a lot of young men into my funnel. And I think a lot of young men are very easily swayed
to the wrong things, because of insecurities and
what kind of things guys want in their 20’s, and I’ve
been very proud about this the last year from a legacy standpoint of getting so many guys to think I’m cool, because then I systematically
break them down with my content. Instead of being disrespectful and instead of looking for money and girls and things of that nature, I start teaching them
tried and true things that will make them get
everything they’ve ever wanted, and be a much better
contributor to society. – [Rick] Great, thank you
Gary, thank you very much. – You’re welcome. (audience applause) And let’s make sure we bring it up there, because I always feel like we
always mess that up, right. It always happens. – [Audience Member] Hey Gary. – How are you? – [Audience Member] Fine, thank you. Very inspiring to be here. – Thank you. – I have a question, I do sales training for business to business. – [Gary] Awesome. – One of the biggest challenges for them is to find the right customers and actually get enough customer meetings with the right clients. – [Gary] Makes sense. – I think that’s all over the world, about the same problem. – Do you know why? Because most people in B to B sales are always talking instead of listening. The concept is spam everybody
on fucking LinkedIn, pound them, pound them, pound them, and nobody wants to talk to them anymore, which is why they don’t
have enough meetings. Instead of engaging in
content that’s being put out on Twitter and LinkedIn. Where as if they say something
meaningful in a comment in LinkedIn, they get
asked to have a meeting, versus the other way around. – [Audience Member] And over
here you talked about Facebook being under priced, and
you talked about this white paper on LinkedIn. What is kind of under
priced or right value meaning to get in contact
with the right clients for business to business companies. – The reason I love B to B is you know who you’re trying to reach. And so when I said listening, I gave you the tactical way, which is people are putting out content, and you can engage with that
content, and they’ll see you. The much better way to listen is to know the company you’re going after, doing some research for an
hour or two or three days, and understanding what their
strengths and weaknesses are, and then things that people blow me away. For example, in my business. There’s a lot of people I
want to do business with, but if the CEO is best
friends with Martin Sorrell, we’re not getting that business. And so, I’m stunned by
sales people’s inability to deal in reality. I love when sales people are like, I’m going to break through. No you aren’t, asshole. You’re going to waste time. And so I think listening,
research, understanding, instead of blanket spray
and pray, high volume, cold calls, emails, networking
events, handing cards, it’s just, it’s not working. It’s a waste of time and money. Sometimes the math works
out, I’m not against it, I love the hustle. But a lot more listening
and understanding the score, understanding who you’re competing with. And understanding if that
product, there’s happiness, in the system. The reason Vayner’s grown so quickly is I paid attention to who was not happy with their digital work. I didn’t go after brands,
there’s a lot of brands I wish I was working with. Cereal is my favorite product, and we don’t have a cereal client. I can’t fine the right angle right now to seeing any of the big
cereal brands upset enough that it’s a good conversation. Got it? – [Audience Member] Yeah. – So, a lot more, the best
way to be a great sales person is to be a listener, not a talker. – [Audience Member] Thank you. – You’re welcome. (audience applause) – Okay, all the way in the back. – [Audience Member] Cereal killer. – Cereal killer. – Hey, my name’s Kurt
and I’m the president of one of the university’s here in Oslo. – Very nice. – And university education
is a dying industry. We’re slaves to the campus model, our government cares only about getting people through fast enough. I assume you think
education is a good idea, but do you see any value for degrees. – I do see value for degrees
for the short and medium term if people have a very
specific job they want and that organization requires a degree. If you want to be a consultant
at Bain and McKinsey in the next 24 to 36 months, I still believe that they care about where you went to college. However, and you can hold onto the mic, because I think we might have
a good conversation here. However, to you’re question
that you’re leading, I think you’re barking up the right tree. I don’t think that people realize that the biggest and best
universities in the world are only trading on brand, right. Not on the actual education. That that actual education
is actually sitting at the professor level, not at the university or campus level. And as education gets commoditized, you know, distribution of
education gets commoditized, and things like Khan Academy and the seven other things
that are about to happen, if you get the 13 best
professors of economics together. If I, if I as a great
business man went out and rounded up the 13 best
professors around economics and created a direct to consumer economics training education
platform, we would dominate. We would dominate, we would win. Because that’s where the IP is. It’s in her and him,
not at the local level. And so, I think over
the next 20 to 30 years, this great run of 100
years plus, is coming to. – [Audience Member] 1,000 years. – Respect, respect. Because I’m undereducated. This great run, it’s true, I am. To your point, is clearly
in a vulnerable place. And I think every country
has it’s own dynamics. My answer was, you know, in America, you started getting into the 50’s when everybody had to go to college, or a community college,
not go vocational, right. So there’s different
dynamics, different cultures will spend their time
differently in dissolving this. But I think your energy is right, I think when somebody watches
this video in 50 years they’re going to say,
wow those guys got it. – Those guys got it. Yeah, you know, because
all we really need to do at the institutional level is, in a sense, double check and give accreditation to all the crazy online work experience, combination of things
that people put together to make an education. – And don’t forget, and don’t forget, that’s just playing on the brand, right. Putting that seal of
approval is just brand. – [Audience Member] And
ensuring the quality. But the idea that we’re
going to draw everybody to move onto campus for
five years to get education, that’s crazy. – And listen, listen. The counter argument people will say, well people have grown
up on these campuses. I listen to that, I agree, but listen. Travel around the world then. You know, like there’s
so many alternatives to putting them on campus
where they can learn to mature as individuals. I mean, you’re preaching
to the choir on this one. I think it plays out, but of course learning is imperative. But like, you know for me, you know, entrepreneurship’s probably the one that’s most intriguing to me, because the thought of
learning entrepreneurship in a classroom versus being in the field, is just so ludicrous. And then America has
a weird extra dynamic. The level of debt our
citizens are going into. You’ve got 23 year olds
coming out of college today with $280,000 in debt at
enormously high interest rates, and the piece of paper’s not getting them a good job anymore. I mean, it’s really bad in America. Really bad. And ironically, it’s the one thing you can’t declare bankruptcy
from and clear up. You can literally be fraudulent
and clean up your credit, but you can’t do it with a college debt. I mean, it’s such a fucking
fraud it makes me throw up. – [Audience Member] Yeah, that’s right. Me too. (audience applause) – Unfortunately Gary, we’re
out of time for questions. – Really? – Yeah, and the organizers
are really strict about time. – But can we sneak maybe one more in? – Yeah, let’s be rebels, let’s do that. Fuck that. – Fight the system. – Last question. – Okay clearly that guy.
– Okay this guy, obviously. – [Gary] That was good marketing. – [Interviewer] Yeah, strong feelings. – [Gary] I’m telling you,
sound is a voice baby. – [Audience Member] Thank you so much. Okay, hi GaryVee, I’m Jan Frederik B. It’s an honor to talk to you. You were talking about Google, and the possibility to do
a deal as good as a steal, then it was Facebook. Which emerging platforms do you see with the biggest potential
for steal deal right now. – Alexa skills and briefings. – [Audience Member] Thank you. – You’re welcome. And let me give you
guys why that plays out. I believe that if you’re quick to building briefings and skills, and if
you don’t know the difference between an Alexa skill
and an Alexa briefing, you literally just Google it, and in about 15 minutes
you’ll know, got it. But one is just passive information, one is more AI and understands and can go back and forth with you. I, look, in the same way to your point, Snapchat’s bigger here than Instagram, and things of that nature. I always want to give
advice that matters to you. I don’t know how the voice
play plays out in the Nordics, but here’s what I can tell you. It’s going to happen, and
the quicker you understand the theoretical strategies behind it, when your thing happens,
you’ll be able to move quicker instead of debating if
it’s going to happen. And that’s why I think that’s the most. And I don’t usually guess, or I don’t, by day trading attention, you
don’t know what’s coming next, you don’t care, you only care about today. But to give you an
insight, I do believe that is the clear black and
white emerging space in our society. – Nice. – [Audience Member] Amazing, thank you. – You’re welcome. – Okay, so I’m just going to give you some practical information in Norwegian, so bear with us. – Respect. – And then we’re going to thank you and we’re going to give
you a nice applause. – Great. I’ll check my phone. (speaking in foreign language) – We’re going to watch a
movie, so, two seconds. – That’s what I thought. (upbeat music) (audience applause) – Okay everybody, thank you. Thank you so much for coming, and let’s give Gary a big applause. (audience applause) – Thank you, thank you. – [Interviewer] And have
a great day, thank you! (audience applause) – Leave your four cents,
two points, two bullets, in the comments and subscribe,
subscribe, subscribe. So many of you being lazy. Anyway, none the less,
leave your four cents. Two bullet points, in the comments, now. (upbeat music)

100 thoughts on “Amazon was Google’s Biggest Advertiser | Oslo Business Forum Keynote | DailyVee 352

  1. These are my 4cents, they're super specific to me from what I got from this.

    – I need to hurry up with sorting pictures out for my new compression top brand (I'm doing everything on the cheap without much money while also working a 9-5 and running another side hustle which is financing this so I can't just pay for a model and I'm not in great shape so can't use myself)

    – For my side hustle (custom esports jerseys, creatively called CustomEsports) I should talk to some of the big professional teams and look at selling their merchandise alongside our custom products for small/amateur teams

  2. Thank YOU Gary for being LOUDER than all the bs voices that used to hold me back. I was like a dog with a bone working this month and just earned a free trip and a promotion with my team👐👐👐 #willedit

  3. You know, it's so incredible to see how Gary's content reaches all walks of life. I have 0 and I mean 0!! business skills, I'm no entrepreneur (so no connections for me unfortunately lol) but Gary's content although that being number one, spills into so many different aspects of life. I don't know if there is an entrepreneur living that does the same (I wouldn't know anyway) but it's remarkable to me, I mean the guy is writing a book called "Perfectly Parented" for crying out loud, a "businessman" doing this!? It just speaks to his humanity and EQ. I mean this guy helped me beat depression, again…a "businessman", where I don't know shit about business. He made me get serious about my YouTube channel where I just wanna connect with people, share my thoughts and be people's "escapism" so thanks Gary…that's all I got, stay safe people 🙏🏿

  4. Hey Gary. Love your keynotes! So i have a question i reguards to Alexa and voice. In Norway we have so many dialects and difrent words just couple miles avay. and with a population of around 5mill. Would you say technolegy can pic up on that and do you belive amazone, google and others wil push products that is voice on us? Because you can probably google and se norwegian interact with voice recognition. And it don't work.

  5. I've started listening/watching to DailyVee on the daily not for "motivation" but for "education." The content has tremendous value. In 2012 I graduated with a marketing degree, in 2017 I feel nearly everything I learned in school about marketing is close to obsolete. This content is relevant and actionable, and after executing what Gary prescribes I can tell you that it also gets results. PS – as a side note they are also very motivating!

  6. I am from Hellas (Greece). When someone like Garyvee tells that :''Greeks are losers that don't work at all '' makes other people think that way about a nation that they don't even know. I believe that '' we'' as a nation have a big amount of responsibility of what has happened to us. But there is a huge gap between that and telling that we are lazy asf. I won't analyse if we work a lot or not, there are searches that prove that. How did you end up mentioning that statement? You made your search and you decided that this is the case?
    I admire you as an interpreneur and I listen to your advise, but saying that for a whole nation and especially young people ?not to sure.

  7. Two points you asked that I came away with….1 – Build before you brag and 2 – Legacy not Currency! We need to start chasing Relevance not Fame.

    Is it very annoying when you crack an awesome joke or make a major statement and nobody reacts because
    a) they don’t understand the concept
    b) there’s a language barrier and they don’t really understand what you just said?

    Overall, great keynote (again…). I’m a fan of podcasts but I actually really enjoy the videos because in my opinion you can see how many people are paying attention when they zoom into the crowd (body language is a b***h).

    Keep em’ coming, good luck with everything! 🙂

  9. It was such a blast having you guys in! Fantastic content, strong.
    I also attended the workshop the following day.
    Welcome back any time.
    Thanks for the selfie and handshake.

  10. Gary you're so honest! This one absolutely brought me the most value and really got my brain rollin. I need to sleep, like for real, but you got me pumped and I need to go create and learn some shit! Thanks for this content. Keep rollin with that jolly bent arm move! P.S. I use to rock a mullet till I was 10 years old. I'm random as shit sometimes.

  11. 4 cents, 2 point Takeaway
    •Paper ads are wasteful. Google: Alexa Voice commands
    • Gary wrote a book: “Jab, give, jab, give, definitely give more, and more; then make your ask”. Give generously & be grateful.

  12. I subscribed You happy now? :rofl:
    $0.02#1 – When FB/IG/SNAP ads are at fair market value, how do you find the next under priced avenue?
    $0.02#2 – You should start an incubator for entrepreneurs

  13. Love the Keynotes & speeches because I can LISTEN while WORKING. Gary speaks the truth: "Time is our most valuable asset"

  14. Hi Gary I'm a marketing professional dedicated to helping small businesses use marketing more effectively. How would you suggest small businesses leverage the benefits of voice technology and enter the world of early adaptors? I personally want to find ways to facilitate voice in my on boutique marketing firm as well.

  15. My 4 cents, Gary:
    There were two points that I had to mark for myself to go back and listen to again and share with others.
    1. at about minute 16 when you talk about creating a 6 part mini-series around the behaviors in the industry, or the lawyer that is creating a golf podcast because that is what is interesting to his potential clients.
    2. at about the 22 minute mark about not buying a print ad! The line about "people who comfortably buy print ads, because that's what we've always done, while asking what the ROI of Facebook and LinkedIn is" is PERFECT. I deal with that in every marketing meeting I attend.

  16. Bro i subscribed a long ass time ago so there. So my 4 sense man i think to many people are getting all caught up in the hype of making something all there own rather than looking for other likeminded individuals who need help and banding together to create something great.
    Alrights so bullet number two i have a college education from itt tech in multimedia and i owe right around 100k for it i cant pay that shit off and i also cant file bankruptcy on it but im happy i have it because i have proof that i saw this shift coming a long time ago and and i acted on it. It still super sux to be in this muvh debt.
    Um ok so one last thing man I have 3 kids and i am single and if you listened to any of the other messages i sent you you know that my best friend died 6 months ago so my life is insane. I need to know exactly what direction i sgould be going.. My idea is to help people find you and follow you and use you to show the the correct way to do things to open peoples eyes to the fact that work is work is work there is no sugar coating it and in order to create anythung worth having we have to realize it will be a hard process filled with work.

  17. In depth.
    Live for the grave. I love this because I realized while rolling down the highway in an accident that my priorities were just shit.
    Don't oversell yourself, search for your voice and be patient. The opinions of others don't really matter, do you, do what feels right and don't punish yourself. You will attract what you are ready for. Create/document content by telling your story and the climb to finding yourself.
    Thanks Gary!

  18. This is an exceptional video which I hope every business person in Scotland watches! Print media advertising is about to fall into history and small businesses can tackle large giants by tracking the data and pay attention to what's on the horizon.

  19. Great talk. But i think dailyvee should not be merged with the keynotes or talks you give. Dailyvee should be showing yiur daily meetings and hustles which are the best part.

    P.s: VeeTalks can be a new show that should be for these talks 😉

    Much ❤

  20. Even though it's partially true that Greeks don't work enough (as said on 38:42), we are a lot of young guys here that try hard to find a way to work not only hard but at the correct way to get out of the mud!

  21. It's ridiculous how much self-awareness Gary Vaynerchuk has. And I think one of his biggest strength is his ability to clearly articulate what's going on with himself in relation to the world around him. And that takes Self-awareness & Situational awareness. Watch what he does, not what he says. And he has clearly shown that aptitude through Daily Vee.

    Once you know where you stand in relation to the wider universe, what you stand for and the change you're trying to make. Something funny happens and you can fit these random things you're learning into places contextually within your own conceptualisation of how the world works. From there it's just taking the leap and work. Good luck guys!!!

  22. Garys Philosophy:

    Gary, I want to build a business.
    "SO build it. Fuck."
    But Gary I cant, no money.
    "Okay then go buy and sell toys off ebay for 18,000 months, fuck."
    Okay but ill barley make ends meet by doing that, and suffer major depression through the process dwelling on thoughts and I'm only 17.
    "So what? Eat shit for 36,000 months, then act."
    Yeah. No. thanks, ill go to school instead.
    "You're stupid."
    K thanks.

    To Gary, youre making kids wanna commit suicide. Knock it the fuk off.

  23. Thanks Gary! My number one take away from something you said was to create special content for potential customers and ad target employers of those companies.

  24. my 4 cents:
    – love the idea of linked in interactions vs cold calling – we have to make relations not spam
    – I need to know what white papers are and really dig in linkedin, so far I was thinking that linkedin is for looking for jobs not to interact 2b2 and I was no active there

  25. This keynote was so great, and I appreciate all the insights regarding B2B strategies, specifically #1.Targeting the employees of companies via FB ad's that I want to do business with. #2. Creating a solid white paper (first time I've heard of it btw!). #3. Not wasting time going after companies who already get it just because I want to work with them, but to focus efforts on the ones my business can create the utmost value for. Much love for it all. x

  26. are you still playing for legacy or is it simply Who You Are. In the sense that you're being honest because that's the right thing to do, we move at such a fast pace and you had mentioned it in one of your other talks that 24 hours after what seems to be like huge social events, people simply forget so you're not even sure if people are going to come to your funeral Etc, just might be who you are 🙂

  27. ► Old Tech is slow doing [prints/ad] alteast in some cultures . Need to get updated with the upcoming trending Facebook,Snapchat,Pinterest… Testing what works the best ..!
    ► Next Big booom is Voice [ Eg : Alexa] .. Be prepared..Catch the Bus before is leave off. News on "AWS announces ‘Alexa for business’'

  28. 1. As the supply of content and noise grows, you have to differentiate with more value, not less.
    2. For B2B: Busy executives value their time way more than consumers. If you have the audacity to take their time, make it worth it for them.

  29. Minute 51:30 Legacy > Currency. Minute 52:00 "Coming from a Different Place" – great to hear this. Often got caught up in the hustle to chase chase chase, when I realized I needed to be me and create. Thanks GV.

  30. $0.02 – Advertise the whole farm on the least expensive most watched platform Like Wish Did –
    $0.02 – Tactics are commoditized the mindset is what is important and you have to break through the insecurities –
    Thanks GV I learn and I execute and I learn some more. EQ Learning is taking me time and breaking down things is helpful.

  31. 1:08:11 most important part of this video. The education system needs to be revamped. I just finished college 4 months ago and I felt like cattle.

  32. what I love to do is put on my wireless headphones, listen to garyvee on youtube and clean up my apartment. best time ever spent

  33. Best Key Note yet. Bullet point one: more I watch your videos and follow your career the more I learn about building a business–build long term. You've come a long way from when I met you on your book tour visit to the Learn Owl in Hudson, Ohio. Haven't forgotten your intensity, even when watching you later tape a segment at the Brown's Stadium. Bullet point two: Jab, Jab Right Hook philosophy has served you well. I agree with it and believe in its premise and purpose.

  34. Hi Gary, I work in email marketing. Can you do a vid on tips for dealing with the new EU GDPR legislation coming in May? Cheers

  35. Having a gateway drug to then slip in education that will help people become better contributors to society. This was so beautifully said. This is so underrated in our society. I want to engrave this to myself so that I will never be apart from this mission for the rest of my life. Thank you Gary!! 1:03:08 – 1:03:50

  36. hey guys I'm starting my gary vee flip challenge. I'm selling fitbits at a discounted price. Here's the link:

  37. Gary you’re the man! Thanks a ton. I’ve reached out to you and D rock. Will keep trying until I get hold of you. I know you’re swamped. Keep on keepin on brother

  38. How can someone so pro for splitting your audience into cohorts then talking to them directly, also be pro superbowl advertising, which is blanket advertising (and the biggest waste of ad spend, ever)?

  39. Facebook ads have changed our enrollment this semester, just a modest investment helped give us a big push. That and getting deeper in my knowledge of my field are my two big takeaways.

  40. Didn't thought I'd watch through this whole thing.. but damn, so much inspiring content. made even more serious in how to think about my future with my channel.
    Thanks a bunch

  41. Hi Gary, added this keynote to my watch later couple months ago, just found time to watch it now, BTW the name is a bit clickbait and flashed me to watch it. One thing you mentioned, I said: "fuck, how does he know that" when you said that everyone is rather listening to your podcasts now than watching videos because they want to save extra time, that's exactly what I am doing right now on my full time job in the office. Unfortunately, I do really struggle with listening and doing things simultaneously, because get distracted very quickly. Not sure, if it is "man" thing, because they say women are really better at doing two things in one time, or I am just not audial person or English not my first language, I speak it fluently though. Even your YouTube videos I try to watch with subtitles, not because I don't understand but because I don't get distracted as quickly as without captions. Please let me know if you have any "cure" or solution for this.
    Truly yours,

  42. The content was good, but I could do without the Premiere Pro ads every few minutes. They distract from the message.

  43. I'm so mad at myself that I just found out about Gary Vee! He is an awesome asshole (in a good Scorpio way). Ambiguous energy that is needed for all. Everyone gets something from his message I'm sure. Value.

  44. 27:10 – Amazon was Google's Biggest Advertiser
    29:33 – Why advertisers still insist on traditional media (TV, Radio)
    38:24 – Gary shits on Greece
    thank you gary! guys you should check threelly the chrome extension!!

  45. Apple is a trillion dollar company so how do they get by without so much social media? Stores in mall? What is it?

  46. This is probably the best business speech I have ever seen in my entire life.
    I give myself one week to get in touch with him and make business.

  47. 16:00–17:00 Exactly what I'm telling my accountants before waltzing into the 2020s thinking everything will be fine and dandy.

  48. GARY & team!!!!! You guys are simply the best (I hope your singing Tina Turner in your head ;p) I can't tell you how much these keynotes are helping me formulate sales plans not only for my massage company but also my coffee company & my MUSIC!!!! I can't wait to finish this record so I can share it with you!!! Thank you for being one of the few that shoot straight from the hip & never waist my time. I really appreciate having take aways that I can either implement right away or be able to have key points to research on what to get better at in regards to building relationships in & around my ventures. Nothing but LOVE from Canada <3

  49. This is so AMAZING! I'm ready to start my consulting company and build a clouds and dirt legacy. Watch out world. Here I come.

  50. Показываю, каким образом можно начать каждый день до 80 дол. на свою карту. Посмотрите вuдео у меня канале

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