– This is all I know, I’mblindly consumer-centric,and as long as you’reblindly consumer-centric. . . – What do you mean by that?- All I do is pay attentionto what people are doing,nothing else, nothing else. You can punch me in the face 8,000 times,I’m here to get punched. – He’s a best-selling author,motivational speaker, and marketing guru. – Hustle would be putting all your effortinto achieving the goal at hand,and for me, that means,making every minute count. – Gary Vaynerchuk, simply Gary Veeto his legions offollowers on socia media,is a consummate communicator,dishing out advice on everythingfrom best business practicesto how to live a happy lifewith a heavy dose of F-bombs. – If she knows, what’syour fucking problem?- I recently caught up withthe lively New Yorker in Dubaito get to know the manbehind the brand and find outhow he keeps one stepahead of the competition. What does being a contemporarycommunicator mean?- It means that you areblindly religious around this. It means that you understandwhere people are paying attention,whether that’s Twitch or TikTokor believe it or not,organic reach on LinkedInor pre-roll on OTT, it’s understandingthat modern televisioncommercials and modern print adsand modern radio ads are overpriced,outside of the Super Bowl,and it means that, you know,the Facebooks and the Twittersand the Instagrams and the YouTubesand the pre-roll Spotifysare grossly underpriced,and then are you capableof creating the creative,the videos, the pictures,the written wordsthat are contextual to those platforms,not taking a commercialand putting it on YouTube,to make the agenda successful. – You are a pain inthe ass to the industrywho ought to know all of this. Nothing you are tellingme actually is brand new. This has been around fortime, so what makes youdifferent from the rest of the industry?- I’m all about where isthe media underpriced,where is it overpriced. I would obviously wanna buy underpriced,so for me, social media, not all of them,the current state ofcertain media productswithin certain media platformsis so wildly underpriced,Faceboook, Instagram Stories, LinkedIn,pre-roll YouTube when you tieit into the Google search. So I’m all about underpriced attention,quite a bit of that ishappening on social media today,in 10 years, it might onVoice or something else. I’m completely unemotionalof the platform,I’m completely emotionalabout consumers‘ attention. I think I have single,I’d literally think that I haveone of the best ideasfor a social network. – Yeah!- You got your perspective. – So you said, I think30-second spots on TV are bad,I think five-second pictures,eight-second videos on TikTok are good,and I think three-minute-and-19-secondlittle docuserieson YouTube, Facebook, Instagram are goodbecause they’re beingdeployed against placeswhere people are actually watching it. – I love that sentence. I don’t know what else to say,it sounded exactly right. I mean that reality isit’s like, it’s so funnyI have no interest in holding up the past. I ask people, why is itthat writing with a pen, ona piece of paper, a message,and then sending it in the mailis heralded as this noble act,but a text is demonized as notwarm or great communication. The reality is it’s themessage, not the medium. And so, for me, I’m just super focused on,if a client gives me $10 millionto make something happen,I want that to be successful,and requires being a day traderof where communication is,not a mutual fund buyerbased on past performance. Striking a platform whileit’s hot matters way morethan if that platformactually exists in a decade. – You have first moveradvantage, still just. The business is built on the factthat you had first mover advantage. Gary, how do you stay relevant?You scale your own business. How do you avoid becomingthat traditional media agency?- There’s several ways. One, I will never take my company public,that’s how I avoid it. Two, this is all I’ve ever done. You know, in 1996, Ilaunched one of the firstthree e-commerce winebusinesses in America,and by 1997, I hadone of the most meaningfulemail newsletters. I bought Google Ads the day it came out. I started the first long-form YouTube showor one of the five firstlong-form YouTube shows in 2006. I invested in Facebook, Twitter, Tumblr,Uber before they became what they were. This is all I know, I’mblindly consumer-centricand as long as you’reblindly consumer-centric. . . – What do you mean by that?- All I do is pay attentionto what people are doing,nothing else, nothingelse, I do nothing else,and as long as you do thatand behave towards that,well then, what everybody else does,which is actually try to figure outhow to work in the B-to-B world,how to make margin in the short term,are always vulnerable to that. That is probably the thingthat I’m most confident about,which is that this has been written,and I will continue torinse and repeat this modelat 55, at 66, at 77, at 88,and I mean, and here’s the good part,and if I don’t becauseI got stale or tiredor complacent, I deserve to lose. – You say you are completelyplatform-agnostic. – I am. – You’ve talked about thosein the business of marketing strategiesbeing a full day behind the curve. – Yes. – To remain relevant, you need to be,you know, on the say asit were, on the money. What’s happening tomorrow, Gary?- I don’t know. See, that’s the beauty of beingcompletely and utterlyday-trading-focused, I don’t know. Look, I clearly see trendsthat make me believe that Voice,you know, Google Home,Alexa is going to beincredibly powerful as afront-facing framework,as an operating system. – Cancel anytime,terms in the Alexa. . . – Yes. – Should I start your free trialand pay I’m Still Standing?- Yes. How dangerous is that?Alexa sent me pizza, that’s powerful. Google, tell me about the election. Think about how powerfulwhat comes out of the GoogleVoice is at that moment. So I do see Voice as an interface brewing,but I have no passion, you know,when I get most heralded,people talk about me beinga futurist or a Nostradum,I laugh, I’m like, I’mnone of those things. What I’m very good at iswhen TikTok is happening right now,I’m very loud about it, and I see it,and more importantly, Imake on it, and I test it,and I see the business results. – Does it bother you that the medium,the media, the new media, or platformsthat are, some will say,creating huge anxiety for their users?Does that worry?Are you in the business ofanxiety-inducing contenton platforms that are badfor the answers out there?- No, I don’t believe that at all. I actually completelytake a different take. First of all, people havealways been consistent,people have always hadanxiety, people are insecure,people are trying tokeep up with the Joneses,people have parentsthat create entitlement,which leads to insecurity. If you look at a picturesomebody in beautiful Dubai,and you have FOMO because you don’t,there is far more importantthings things going on therethan you following things on Instagram. Magazines were creating anxiety’cause all the models init were tall and skinnyfor all the girls thatwent through Vogue in 1992. Television creates anxiety withits actors and movie stars. Everything has the potentialof creating anxiety. – So let’s talk abouthow you’re being judgedat the moment. There are those who say,he is wrong, wrong,wrong, wrong about media,adding, and I quote,we get the gurus we deserve,and you could not inventa more suitable spokespersonfor social media. A big guy in thetraditional media landscapesaid that about you. – Yeah, that’s probablythe most exciting statementthat I could get from somebodywho’s an executive in the ad world. That comes from a gentlemenwho’s never actually run a business. You know, I did marketing toput food on my family’s tablebecause we were immigrantsfrom the Soviet Union,and when I joined my family business,that’s how we lived. That gentleman went to business schooland is been an executive his entire lifeat a holding company and hasnever had to earn a dollarthat actually means something in merit. He’s only sold reports andPDFs to other corporations. I’m top on the fieldbecause I’m winning, I’m winning. They know media is thefastest-growing independent agencyin the history of the industry. I’m winning, that’s why they’re upset. – You are a die-hard Jets fan. – Yes. – They are not winning. – They are not. – At present. What do you do about that?- First of all, I love the way you segue,what am I gonna do about that?I am, since the time I was,since I was seven, I’ve loved them. By the time I was in fourth,maybe by the time I was 10 or 11,I have been saying to anybodythat was willing listen to methat I was gonna buy the New York Jets. So what am I gonna do about it?I’m going to amass thewealth and the opportunitiesto enable me to buy the Jetswhen they’re up for sale,and then I’m gonna win Super Bowls. – I love your style, Gary Vee. There is a green knitted jerseythat, as I understand it, will sit proudlyabove the name of the Jets at the stadium. Why, tell me about that jersey. – I appreciate you bringing this up. I literally don’t like stuff, right?I don’t wanna buy anythingother than the team. I don’t like stuff. But there is one item that rules my soul. When I was seven, I fellin love with the Jets. All the kids in theneighborhood had jerseys. I ran into the house,mom, I need a jersey. My mom laughed at mebecause that’s not what immigrants do,we don’t spend $25 on a football jersey. I would cry and I was sad,I continued to gooutside for the next weeknot wearing a jerseywhile everybody else did,you know, it’s the 80s kids,we went outside every day. And then finally, like10 or 11 days later,my mom, at night, hadknitted me a Jets jerseywith my name Gary on the back,and my favorite number five,and it’s the single mostimportant item to me. It represents absolutelyeverything about my journeyand about my parents and howmuch I appreciate them for,you know, it’s so crazy,with all the great thingsthat are happening to meprofessionally and personally. – I’ve heard your storybefore to a certain extent,you know, the pride that you clearly havein being an American. – Yes. – How does it feel to livein this era in America?Does it worry, are youproud of the country?- Am I proud of the country,I’m proud of the country. I’m not proud of all the behaviors. I’m proud of my mother. Do I agree with everythingshe does, absolutely not. But, look, I thinkwhatever your politics are,I believe that anythingthat looks like nationalismor us against them is alwaysmassively detrimental. It eliminates so much of the goodthat happens in the human spirit. And so, I very much dislike the toneof demonizing anything from the outside.