Gary Vaynerchuk's Blog, page 16

Tesla Tequila: Why brands should innovate into different sectors

What’s good, Vaynernation?!

When Tesla dropped a tequila, it made all the sense in the world to me. As many of you know, I’ve been talking about brand expansion (in “unusual” places) for a while now. I’ve been on this for so long because I believe in innovation and expansion. I want you to believe in it too. 

The expansion makes sense because the super premium nature of the brand pairs well with the premium lifestyle aspect of their tequila. Plus, alcohol and tequila translate well, in general, for expansion of brands. I also think it’s culturally cool, thus it goes into another category of cool with this expansion.

I’ve talked  about this before and it’s worth repeating. Some brands have truly established themselves in their sectors which gives them permission to expand in similar albeit different sections of that same sector. I think BMW has done that. Therefore, they “have permission” to make headphones that we would all buy. The BMW logo is cool and matters; plus, we think of them as an engineering company that makes good things. Still, 99 percent of people might say, “No. BMW makes cars.” 

I say, BMW can make headphones because they’re one of the brands that have established themselves. They have undoubtedly established something enough to have permission to do something within that target demo that’s executed in a different product or service. They’re not the only ones either. Nine years ago, Apple could have come out with a sneaker and won a large share of attention from people who love sneakers. They were so cool that they could enter that market, then they could innovate, which is their DNA. 

I think Porsche and Mercedes should go into other sectors as well. Why should Braun be the biggest razor in the world? I would buy a Porsche razor. You have to think about where you have permission (i.e. credit/reputation) to grow. 

The bigger question for this audience is: What can your small business expand into? Which demo do you serve? What’s your company’s “permissions”? And are there areas you want to get into? What can you do for your personal brand? Where can you go? What can you offer? 

Please entrepreneurs, please CEOs, please CMOs that read this article–take advantage of where the attention is. I implore you to understand that what Tesla did with tequila is what you all have the ability to do. Think, build your brand, and expand in unique and interesting ways. It’s more than hoodies and T-Shirts, I encourage you all to get creative.

Then someone could say, oh my god, what are they going to come out with next?There’s your motivation for today. Let’s innovate…who’s with it?

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A Letter I Wrote In A Locker Room

Hey VaynerNation,

 I’m turning forty-five today. With that in mind, I’ve started to really think about the next forty-five years, because ninety feels about right for me to hang up my jersey. For the first time in my brain, I’m picturing life after ninety and I can imagine life would be different afterward.

That being said, I’ll probably work well into my eighties. So what does that mean? If I retire at ninety then forty-five is halftime, right? It’s such an interesting age for me, it feels like I’m walking back into the field after halftime this Saturday. 

And that makes me feel incredible. 

I feel forty-five to fifty is when I’m at my most powerful. If this analogy plays out, the next half-decade may end up being the greatest part of my decade. They’re going to be my half time adjustments. I’ve been feeling it…I feel like I am sensing smoke. I feel like forty-three to forty-five has all been one big game of halftime adjustments. I’ve become more self aware, more aware of my shortcomings, more willing to talk about shit, dirt, and how it all relates to the process. 

Let me explain. I use the term “smoke to fire” as some may use “percolating to action”. I also use the analogy (and use a lot of analogies) of having thirty-one balls in the air and dropping seven. The reason I can hold twenty-four balls in the air is because I’m always sensing smoke. I’m always ideating and I’m always adding another layer. Then–boom–people can watch how it happens. Some may only see the last piece, the final fire; but if they look closely, they can see it build.

This is different from the idea behind “blood in the water”. Being able to sense smoke is a process that I’m finally getting to to break down for you.

It’s about efficiency.

This letter is about productivity more than anything else. People use tools for efficiencies while I use emotions, perspective, and insight. It’s because a lack of fear makes you more productive. You need to have a tremendous relationship with time and understand that in order to make progress you must not fear ideation. Productivity doesn’t have to be Slack or any other app. Some people are like me and I’m not a literal, productive person. I’m a theoretical, emotionally productive person. I’ve never mentioned or admitted that to myself. 

You can do so many things if you are always in “smoke” mode. There’s one idea and then there’s another idea. Don’t be afraid to ideate and create. That’s where I’m going with this theory.

Maybe we should create a new genre of emotional productivity. That’s what I feel I’m embarking on. Maybe I’ll write a book in 7 years and that will be the most impactful, “educational” thing I’ve ever done. Again, I’m always ideating, I’m doing it right now as I write. I’ll take something from this sit down that may help me with Wine Text. Or, I’ll take something from a Gallery Media or One37pm meeting that’s gonna help me in my speaking career…smoke to fire is a constant for me. 

Someone tagged me in something earlier, before I wrote this. It said that group thinking was better than individual thinking. It made me think, do I internalize most things as a group of people would? Rather than just me the individual. Maybe I’ve always been a Post Creative Strategist and never realized it.

What I mean is, I’m a human feedback loop. It’s how I navigate through my content and it’s how a lot of small businesses can navigate through their own content. Having more people around gives me more energy because that’s basically more ways to get feedback. It’s probably why I have a comedic style to my keynotes, because laughter is such an affirmation. Maybe it’s the reason why I curse so much? I’ve never thought this through…It also could be because I love Richard Pryor and Chris Rock. 

Regardless, when I curse the first time, I always use that reaction to gauge my language. Using emotion and empathy when communicating adds to the “smoke”…it’ll help you continue to make adjustments at half-time.

Keep in mind, in life some things are earned and others are natural. Not everyone is a natural ideator. However, you can work to eventually “earn” empathy and communication skills. There is value in working toward something that doesn’t come naturally to you. I know that after going through a physical health transformation. 

I’m the least naturally healthy person there is. 

From thirty-two on, when I gained ten pounds fast, I said, Uh oh. My grandfather died from heart disease and I feel like I’m built just like him. So, from thirty-two to thirty-eight, I had four different trainers. Let’s just say that didn’t work out. Still, It was more than what I was doing in my twenties. As I started to travel more, the conversation of let’s get my health together started hitting me like a drop in the bucket each time I thought about it. It was like a puff of smoke, or a small spark to a fire.

But then it clicked. I realized I needed a teammate. Everyone needs a team and no one can do it on their own. I now recognize that I need a human to hold myself accountable, a teammate who knew she or he could depend on me, because the worst feeling is letting someone down.

I remember that day. I was thirty-eight going on thirty-nine. As I boarded that plane I decided…I’m doing this. And when I got off the plane, that’s what I did. Smoke to fire. Six years of convos, five failed trainer attempts, and monthly conversations with myself. In the days leading up to the plane ride multiple, daily, quick thoughts. Smoke. 

What do I want you to take from this? My mom says it all the time, she thinks she’s all smoke and no fire. What I have is action.The question is, what is it in me that pushes me to act…because people get to ninety-nine and they’re still trying to fix their issues.

I’m so tired of people not doing things because they’re afraid of “wasting time”. I find that most people’s time who say “oh that’s a waste of time”–their time is the least valuable. It’s such a bad excuse. These free flowing conversations are how you get to ideas. Everyone is so structured. School, being too regimented, took away the creativity of many.  

What I notice about myself is, I don’t conform to norms. I’m willing to be flexible with time and my resources. I’m always listening even though I talk a lot, which is why video conferencing works for me, I need to see the reaction to what I say. I’m always looking for feedback loops. 

Maybe my definition of smoke needs to have another layer behind it, maybe in order to truly get to a smoke and fire process you must be self-aware, honest, and hold yourself accountable. Most people do things on autopilot because they assume that if there’s a meeting in their calendar they must do it (especially these days on these virtual meetings). 

The next time you’re in a meeting pay attention to your senses. If within the first 13 seconds you feel that the meeting you’re in doesn’t meet the needs of what you’re trying to accomplish (smoke), change it (fire). 

Focus on your intuition and natural talent. Work on the things you’re not naturally good at. I think many people are in smoke mode and blame other people for not starting a fire. In life, maybe before halftime, you have to start the fire.

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DoggFace208 and the Future of Advertising

What’s up VaynerNation!

Some of you may have a craving for Ocean Spray right now? Why? Because you watched one of the most successful commercials of all time–and you probably didn’t even realize it. Whether or not Ocean Spray intended for it to happen (and believe me, they didn’t) regular people are the best markers of all time. They can really push a brand forward if they put their minds to it. The opposite is also true, and perhaps more exciting; regular people can control the fate of a brand without even realizing it. Keep reading to find out what I think about DoggFace208 going viral, and what it means for the future of advertising.  

Why did this type of content make such a big impact on sales for Ocean Spray? 

That’s simple, marketing works. People are very very naive of how marketing, and awareness, actually works. Millions upon millions of people saw that video, which means tens of thousands of people got, Oh man, I like Ocean Spray. Why did I stop drinking Ocean Spray? in their minds. Or they may have thought, I’m just gonna get some Ocean Spray because there’s a creator culture going on, this is trending, oh let me copy that. There’s a strong sense of creativity and creation going on right now.

Now, how would you, as a brand, recreate the Ocean Spray moment that forces people to go out, get your product, and make content with it? One of the obvious emerging strategies for that is Smirnoff Ice during the “icing” challenge. That’s for all the historians out there. It’s a great example because a decade ago, there was a big trend called Icing that forced you to buy Smirnoff Ice. It exploded their sales. If I’m a brand right now, I would try to create something, some challenge, on TikTok  that makes people have to buy my brand. 

How can brands rethink their marketing without being copycats?

Brands should be direct copy cats. I think that an insight was created from this moment and of course the brands that go so literally (aka, I’m Tropicana orange juice and I’m gonna try to get an influencer to ride a bike and drink Tropicana), I think that would fall. However, to be frank, I think it could hit if they’re making fun of themselves when they’re executing it. 

There’s a way to spin this for your brand. On the flip side, as a brand, how do you make the video, or find the influencers, to create very authentic things that are lighthearted? Let’s not be confused. One of the biggest reasons the Doggface208 video worked is because we are all, in America, grasping for simplicity and ease right now. It’s a very contentious time. It’s the same reason Emily in Paris is doing well on Netflix, you just need something soft to escape to. 

So, look for those major themes when you’re thinking of marketing for a brand.

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Career Advice In A Pandemic

Empathy is needed now more than ever. Times are tough right now, that much is a given. But, that phrase, “times are tough” does nothing to help. No one has all of the answers, but we can all lend each other an ear and offer advice when necessary. Keep reading to hear my advice for anyone looking to switch careers during a pandemic. 

Step 1:  Do not spend too much time dwelling. 

Because the reality is, it happened. Dwelling on the past or what might have been helps no one. 

Step 2:  Convert it into opportunity.

Now that you’re on Step 2, here are some questions to ask yourself: Did you love your job? If you didn’t, do you even love the career field you’re in? And if you don’t–turn sugar honey ice tea into something positive. Lemonade. 

The reality is that one of the great opportunities in life is taking a shit situation and turning it into something positive. Many people, I would argue 50%, of the people that were laid off during the pandemic, genuinely disliked their job. Furthermore, they genuinely disliked their field. These people should start creating content.

Step 3: Use your spare time to execute your ideas. 

Let me give you a really good one. If you’re this person, someone that lost their job during the pandemic (and honestly didn’t like their job very much in the first place) write a Linkedin post titled A love letter to my future working self. Then, write the letter explaining why you’re going to go into the dance industry, why you’re passionate about it,  and what you see, aka what are the trends occurring in that industry that you can’t wait to innovate or imitate. 

What’s happening is, it’s therapy for you, but much more important: you’re putting out a manifesto of your ideas and observations on LinkedIn. All you need is one person in that industry to see your post and say, “Holy crap. That’s a great point.” Then hopefully that person emails you and gives you an entry level job into the “dance” or “music” or “animation” or “sports” industry. 

I don’t tend to go very literally often, but in this post I am challenging and trying to inspire you to convert your feelings from dwelling to opportunity. Literally here are tactics. Now go on LinkedIn and write that post I just described, then come back to me and email me your crazy success story at gary@vaynermedia.com.

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Why 1+1 Equals 11

When I was growing up, I was a huge boxing fan. 

There’s a great boxing saying that says, “styles make fights”. What that means is, you could have the two best boxers in the ring, and the fight might still be boring. You could also have two below average fighters and it could still be the most exciting 12 rounds you ever see. Think about fights with Muhmammid Ali and Smokin Joe Frasier or Mike Tyson and Evander Holyfeild. 

I think there’s a similar phenomenon in business. Business relationships and partnerships oftentimes can be great (they could also be terrible), but when I see two companies or two individuals coming together, and working together, and I just know that the stars completely aligned for them to both extract enormous values–I think about how 1 plus 1 equals 11. 

What 1+1=11 Means In Business 

For example, when I saw that Disney bought Marvel, and then Lucas Film, I said to my friends, “That was a 1 plus 1 equals 11”. 

I understood that the Disney infrasture, with that IP coming into it, was going to work. Both because Marvel and Lucas made a lot of money in their transaction, but also because I thought Disney underpaid for that IP.  Considering the future world, with so much video online streaming, that’s why I think we’re seeing these deals play out. Look at Disney+ and this growing sector, we’re all gonna subscribe to something. It could be because of Star Wars and Avengers, or it could be because of The Little Mermaid and The Lion King.  Disney had the foresight to understand that the IP was the thing that had the most leverage in a decentralized internet world. Hence I use the term a lot. 

What 1+1=11 Means In Partnerships 

I look for it in every relationship and every potential relationship. Will this just be a good partnership, or does this have the potential to be 1+1=11? To make it even more macro, I’ve done many partnerships through the years where I’ve realized the partnership itself –  the thing we were trying to accomplish – was going to be just okay or maybe average. I didn’t have the greatest feeling.  However, I was so enamored or respected that I and the person I was doing the deal with, were aware that my intent would be to be a great partner. Therefore, I would be able to leave that partnership in great shape. When I left, I left a great impression, hence one plus one equals 11 in the macro. 

For me, a lot of the time 1+1  is the marco conversation, not the micro. I know people like Guy Oseary  weren’t amazing for Vayner or Maverick but our partnership did deepen our relationship and it served as the foundation for many other fruitful things. That’s because we were both good actors during the partnership even though the partnership itself didn’t crush.

As a matter of fact, a lot of times a partnership may look like it’s 1+1= 11 to you on the outside because both entities made some money but meanwhile, neither respected the way that the other was dancing during their time together. In the long term it was actually a negative.

1+1=11 is the macro way I look at partnerships and relationships, and it is a term I throw around often, and that is the foundation of how I see it.

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What New Brands Need To Know

What’s up VaynerNation!

Many emerging entrepreneurs understand one thing: they need to build a brand. A business is much more than the goods and/or services you provide. Your business is your relationship to your customers, your reputation in the marketplace, and what people think of when they think of your company. All of this equals brand. The problem is, while many people understand what a brand is, they don’t understand how to build one themselves. Keep reading to find out what I think most new brands need to know.

Which is more important, “brand” or “product”?

Many people have internalized “brand” over “product” for a long time. However, I would argue that it’s brand and product. The Nike swoosh really matters, but making tremendous sneakers that function is also a part of it. I think we’ve all seen great brands get diluted due to execution. There are many things that start off remarkable but as they expand into other areas, they dilute. Keep that in mind.

How much does the price of a product or service impact a brand?

You know, I’ve always been fascinated by the price of a brand. Coming from the wine industry, I know there’s an ungodly amount of wines that are $100 dollars that are not as good as a ton of wines that are $30 dollars. Like, what is that all about? What does that mean?  I believe that people have a subconscious belief of something’s value based on what they’ve paid for it.

And I do think there’s a correlation between price and quality. However, I think equally and in conflict with that, people are aware that some things are better values than others. Both co-exist and I think, for me, with VaynerMedia, Wine Library, my personal brand “GaryVee”–given that I try not to monetize my content, I’ve always tried to be best in product and best in value.

That probably seems obvious. My dad’s liquor store was called Shopper’s Discount Liquors. It was a “discount store” but we were selling the best brands in the world, only we were selling at discounted prices. I come from that background. So, I think, whoever brings the best value and the best product becomes the ultimate winner.

Yes, the perception of price dictates people’s beliefs about brands, but I think that oftentimes leads to people over paying for things. It can lead to people not finding great opportunities and bargains. I also think, sometimes, it’s exactly right and I do believe that some of the best products and brands do command the prices associated with them. It’s a complex environment. If you took an item you were selling for 18 dollars, and you decided to raise it to $80 dollars because there’s no understanding of it’s value (say, it’s in an antique shop, for example) do I think that would play out? I do. I think people would perceive that $80 dollar item better due to that price change.

The statement for new brands should be, “try us”. By saying it, by saying hey, our coffee is better than Starbucks, but we’re a dollar a cup instead of four– come and try us. Then deliver on that promise and be close enough that people’s subjective opinions can go either way. You definitely can’t say “try us” and serve coffee that nobody on earth would agree is better than Starbucks’. 

Why some brands, like our partner’s at Asterisk, have eclectic leadership.

Coming from the wine business, I think the best meals have multiple ingredients. Cheeseburgers are epic because they have cheese and a bun and lettuce, tomato, onions, ketchup, and mustard–not just the burger. I think that eclectic, different, diverse backgrounds and experience levels lead to better meals. I think it’s really unfortunate that people don’t see that and it has been a calling card for me. 

The most effective way to bring different elements of culture into your brand.

It’s around authenticity. Brands should feel comfortable incorporating. So much of what I incorporate is because I’m actually comfortable in that world. Knowledge helps too. For example, I know that there’s a huge opportunity for me in the surfing and skateboarding community. I also know that me, GaryVee, just doesn’t know it as well. It’s just not as authentic to me as sports cards, sports, or hip hop because  certain things are just not life experiences. I didn’t grow up in Malibu, surfing all day.  

Trust me, if I did, my audience would be bigger in that world because my analogies and my adjectives and my vibe would have more of that incorporated. I can speak to that group on a human level, but I can never explode in that group because I don’t have the full context. Unless I move and surf for ten years, I won’t have context. 

That’s what I think about brands. Play where you can and if you’re a brand, as opposed to a solo human being, hire people that understand those variables and then that gives you permission to play in those places. That’s a good idea.

If you liked this article, let me know on Twitter.

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What you need to know about LinkedIn Stories

Recently, LinkedIn has updated their platform to include a stories feature. It’s just like Instagram, Facebook, or Snapchat–only completely different. LinkedIn has contextualized the feature for their audience, taking cues from the platforms before it. Keep reading to find out what, I think, you need to know about the latest marketing feature on one of the largest social networks in the world.

How should a business adapt to LinkedIn Stories? Is it similar to Instagram Stories?

Businesses should recognize that being familiar with the stories feature is already a big advantage. However, the only thing that’s similar about the two is the format. The “room” is very different. It’s almost like you’re a bartender but you’ve only bartended at a dive bar in Idaho. Now you’re a bartender in a swanky, New York City, rooftop bar. You’re still bartending, but it’s different. 

LinkedIn is gonna have different mentalities and different vibes. People think differently when they’re on different platforms.  Consuming content on Instagram is not the same as consuming content on LinkedIn. It’s a game of context, context, context, context. 

Still be yourself, but it’s going to be more contextual and relevant to a LinkedIn, B2B, and/or business centric audience.  

It’s an audience that is looking for efficiencies in travel, or insights to marketing, or new slang and terminology.

Everyone reading this acts differently among our best friends than when we’re with people we don’t know. We act differently when we’re in a swanky neighborhood, a cool club, a sporting event, or when we’re in Vegas. I literally watch people change their vocabulary based on who is with them. I see it all the time. Contextualize your vocabulary and you’re slang when you’re on LinkedIn.

Why do you think LinkedIn made the decision to add stories?

The same reason Instagram copied Snapchat; it’s a format. I look at stories the way I look at “feed”. Nobody asked why Instagram made a feed because Facebook and Twitter (on mobile) already established it. I think the hubbub about Instagram copying the format of Snapchat, the politics, the headlines, and the moment made it a big deal. But, stories are a feature. Every single social media app in 2022 should have a stories feature. It is clearly something we as humans have adapted to wanting. Which is ephemeral, content disappearing in and out, while having something that’s more evergreen in the feed.

What types of industries are the best fit for LinkedIn stories?

I think LinkedIn has crossed the chasm into Facebook territory, where you can literally do anything. Like if you sell puppies, or ice cream, or candles, or T-shirts, or have a club–you can have a LinkedIn presence. Same if you’re a financial advisor, a lawyer, or you’re trying to sell concrete to a B2B executive. I genuinely believe they all can play. 

However, when you’re selling puppies and ice cream, you need to be thinking that you are on LinkedIn. So, say things like:

Are you working in your home office 15 hours a day? 

Do you need a companion? 

Here’s fluffy! 

You should buy fluffy! 

You know, you gotta think contextually. But I think everyone should play.

How can someone maintain a professional LinkedIn presence while using the stories feature?

I think the best way to do that is to shed the worry about being professional. The fact that’s even a question is what I think the insight is. I think you should be yourself on LinkedIn, not wear a tie and act weird. 

By the way, on the record, I believe that will lead to more business, not less. Will there be a subset that eliminates you because oh this is so unacceptable? Maybe. By the way, that’s my career. I was very casual and I was crass on stage and, in the beginning, many people cancelled me. But far more accepted me because they enjoyed the truth. The end. That’s what I think everyone should do in life.

That’s all for now! If you enjoyed this post, let me know on Twitter!

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Ask GaryVee: How To Build Your First Business

Recently, I’ve received a lot of questions. Although some vary, many are similar. Questions like, how do I start my first business or how do I keep a new business afloat. People want to build and I get it. Times are hard and businesses are trying to find new ways to be creative and stay on the offense. Here are some answers to the business questions I get most often, I hope it brings you some value. 

What is the best way to keep my startup competitive? 

You know, I default as an entrepreneur thinking it’s always going to be competitive. If you’re good, everybody’s gonna be in your space, right? You figured something out, now you’re gonna have plenty of competitors.

To me, it’s the same old game. It’s better execution, it’s better product, it’s better service, it’s better everything that’s actually going to drive your business. I can’t give a blanket answer that will work for everyone, but I can give you general answers.

I’m trying to go deeper but I would need to know who everyone’s competitors are to answer this question thoroughly. So, for you and your business, are your competitors bigger entities with more money? When you’re David, you don’t play Goliath.  Escape. When you’re Goliath, destroy David. Like, that match-up, it should have never gotten to the slingshot. Just squish that guy.

So, to give the practical advice, it’s got to be something…here’s an example, back to depth. Was anybody else surprised as hell that I barely talked about VaynerMedia for around three years. For somebody that’s always out there promoting, you might have noticed that if you went to VaynerMedia’s website for the last few years there was nothing there. That’s because I was David.

I needed to make sure that the bigger agencies didn’t realize how big I was actually getting. That was my competitive play in a competitive landscape. Now that I’m getting a little bit bigger, I’m getting a little bit more out there. I’m putting myself out there more because I have the leverage of having more money to hire the best talent or acquire the biggest clients. So, the answer to your question is completely predicated on where you are in your life cycle versus your competitor’s life cycle.

What I would tell you is, and here’s where I can give the most tangible answer (though still theoretical), never play the other person’s game. That’s where everybody gets, like oh, that big guy or gal is now running ads. We’re gonna too. Problem, they have ten million dollars. You have $80,000 You will lose. So, it’s never playing the other person’s game.

How would you promote a Kickstarter campaign beyond providing content to raise awareness? 

I treat Kickstarter no different than anything else. Just because you, for example, have an ice thing that you want to do and you decide to do it on Kickstarter (because that’s a platform that has virality) that’s fine. The answer is the same: Facebook ads, targeting people that give a crap about ice cream and ices, putting out content in blog form, and guest contributing.

I would email every single person that has a blog of any size or magnitude that plays in your space. If you’re in organic ices or desserts or ice cream culture, I would map out the 700 people that are in that space that have blogs or media outlets and reach out to them and say, “I’d like to guest contribute.” Talk about Italian ices or ice cream or dessert culture in America or the world. Speak generally, not spamming like, “I want to tell you about my product.” It’s about content not infomercials.

Too many people think about content and they hear Billy Mays, an infomercial. When I think about content, I hear the New York Times and Scandal. Get it? It’s about making that decision.

So getting distribution, putting out good content, guest contributing, Facebook ads (if you’ve got money to drive towards it), reaching out to influencers and chefs that are in the desert space to see if you can joint venture what I would call business development. 

“Hey, you know, Mario Batali! Here’s what I can do for you. Or, I’ll give you 8% of my company if you can get me the spark that spreads out awareness of my products. Maybe, Hey, Carla Hall, I think you’re amazing in Your Southern Cuisine! I’ll give you five years worth of my product, for free, if you give me a little love. How can you give me love? A tweet’s not enough.”

So it’s biz dev, it’s content creation that’s not infomercial but actual content, and then it’s proper internet marketing.

Should I post articles on my blog or social media?

Those of you who follow me have probably realized that I’m going to say, both. what I think is interesting about this question is most people in the internet marketing world want to keep telling you to do it on your own site, monetize your own traffic, it’s yours, Facebook reach can’t be taken away. All this “own it, own it, own it.”

The problem with “own it, own it, own it” is when you’re doing it on your own site, you’re at the mercy of how much traffic you’re able to establish on your own site, and so from the 99.999% of you that are reading  this that don’t have four million unique people coming to your site every day, every month, the reality is is placed like Medium, can help so much. 

For example, I had a Medium post go extremely viral, viral as in it did really well on Medium. However, that 950 people have clicked over and read the article because of that place, and that’s 950 people that I’m gonna guess 787 of them have never even heard of me before that article.

I’m a big fan of picking spots strategically that give you awareness and then build leverage for you that then eventually you can monetize in your own world.

Too many people are worried about monetizing now, posting on their page, versus using things like Linkedin and Medium, and notice I use those two because they have viral loops. Linkedin, when articles go well, it shows up in Pulse. Medium sends out an email and has the top stories. So I like being in places where there’s viral loops. I noticed the kid on Twitter today tweet out, Hey, I’m number four on Medium, two spots ahead of GaryVee, and then I looked at his profile and he has 1,400 Twitter followers. That got me excited. I’m like “See, great content can rise to the top and bring awareness.” It’s clear, it’s a heavy mix of both.

That’s all for now, VaynerNation! If you liked this article, be sure to share it on Twitter!

The post Ask GaryVee: How To Build Your First Business appeared first on GaryVaynerchuk.com.

Why You Should Put Your Employees First: A Conversation With Arthur Blank

It’s clear that employee first businesses will win in the next decade. Tides are changing and people are evolving to value what really matters. There is no way for CEOs and business leaders to win if they don’t understand this shift. More than a new thing or random part of the “new normal”, employee first businesses have won big for many years now. It’s part of the reason I surround myself with successful people who have empathy for others and understand this cold.

With that in mind, I’d like to introduce the prestigious gentleman, Arthur Blank. He’s an author and I know how much my audience has enjoyed getting to know authors. We’re talking about how it’s clear that employee first businesses will win in the next decade. 

Entrepreneurial Beginnings

Gary: You and I have a lot of things in common, we both grew up in Queens and we both do business differently. How did you start your business?

Arthur: You know I co-founded the Home Depot in 1979 and left in 2001. We were the second largest retailer in the world at that time. Today the company has a capital value of over 300 million dollars. Later, I transitioned into a variety of other things, including ownership of the Atlanta Falcons and Atlanta United, a major league soccer team. We operate the PGA tour superstores, several guest ranches in Montana, and we have a very active and philanthropic family foundation.

The beauty and essence of my book is that all of the values that we cultivated and developed at Home Depot for 23 years are now being shepherded along beautifully by Craig Menear (current CEO of Home Depot) and their whole team. The same values we put in place within all of these different industries, in different settings with different geographies, are all connected to the communities that we live in. You can have both profitability and emphasis on the people side of the equation.  In fact, if you’re going to achieve both at high levels you need to put emphasis on both of them. One feeds strongly into the other. 

Milton Friedman, a great economist, wrote a book 50 years ago. He said, “ The purpose of a corporation is to make money for shareholders.”  Period, that’s the end of the discussion. Today, I think you know the view is different, it’s changing.Good values, based on human relationships between who you’re serving, who’s doing the serving, and the communities you’re living in, and profitability are all equally important. One enhances the other. It’s not that you have to have one or the other or that one takes away from the other. The beauty of a weighted barbell is that it’s balanced on both ends, it’s equally weighted. 

We think these values are transportable to virtually every business–for-profit,  non-profit, and whatever the case may be.

Honey Over Vinegar 

Gary: I call VaynerX my universe, and my honey empire, because I also think that you can win with honey over vinegar. Deep negativity and bad human traits make me uncomfortable. A lot of people are confused when I say: you don’t have to kill or be mean to be a successful business person. 

Arthur: Not only that, but I think it’s counterintuitive to be that way if you want to be successful. I measure success in two ways. One way is with financial results, that most would conventionally asumme, and another way is with purpose. You don’t have to be like Deepak Chopra, but there is more to life than making money. I think young people, in particular, are striving for more purpose than past generations. Although, I was deeply inspired by my mother and the way she ran our family business after my father passed when I was 15 years old. 

She ran it beautifully and eventually, she sold it. I think the notion of pushing through challenges, looking for opportunities to enhance or make the world a better place (if you will) should be foundational. My mother was a woman of principle and, therefore, that became very important to me at an early age. She often uses this expression “do the right things, for the right reasons, and you will live with the consequences.”  I think that’s stayed with me for many years and drives a lot of the cultural aspects of what we talk about in my book. 

Kindness and Competitiveness Can Co-exist

Gary: I resonate with that. People ask why I have this “honey empire” thing, and I always tell them, my mom. She is one of the nicest people and it’s just in her DNA to be nice and kind. People also get confused because I am admittedly competitive and they don’t realize kindness and competitiveness can co-exist. 

It’s actually very easy for kindness and competitiveness to co-exist, but sometimes competitiveness (especially in the heat of the moment) manifests into something that seems a little bit more aggressive and not naturally kind. Do you feel this can confuse some outside observers?

Arthur: Yeah, I think it can. However, there are people that I have great respect for, who have always been as firm as they need to be and as strong as they need to be, with an underlying degree of kindness. Some of the kindest, most considerate, most thoughtful people are also extremely competitive. You can have both. At the end

of the day, you want the people that work for you to feel like it’s not just about making money. It’s about committing to an organization that’s making a difference in the world. It’s about making the difference in other people’s lives.

Karma Has A Practical Impact

Aruthur: Gary, your following comes because those people are listening to you because they believe what you’re sharing with them is making a difference in their lives.

Gary: To your point, I’m reverse engineering bringing value for them, not myself. I understand the karma that it has a practical impact and gives me opportunities for myself. It’s not super complicated. Good builds on good.

Arthur: Exactly right. When you develop that kind of relationship with who you’re serving, it makes an impact. 

That’s all for now, VaynerNation! Click this link for the entire interview. If you liked this article, be sure to share it on Twitter.

The post Why You Should Put Your Employees First: A Conversation With Arthur Blank appeared first on GaryVaynerchuk.com.

Why Now Is The Time To Follow Your Passion

Following your dreams always seems like a risk. As time grows increasingly uncertain, fulfilling a lifelong passion and pursuing a long held goal may feel frivolous or selfish. However, such ideas aren’t always right.

One of the reasons Marketing For The Now, our bi-monthly, marketing State of the Union, is so impactful is because it shows creativity holds an important place in the professional work environments. We hope the thoughtful conversations Gary has with titans of the marketing world can inspire you and bring value into your life. Following your passion can positively impact your work life, and future mindset.

Tom DeSanto on Success 

Tom is a writer and producer for X-Men, Transformers, and Facts2Health

Gary: I know a lot of individuals may be familiar with what you’re involved with but not necessarily familiar with you. What’s your comic book origin story? I know a big percentage of the audience, from age 18 to 81, have aspirations to do similar things you have done. 

Tom: In the same way you were a baseball card kid, like my brother Dan, I was a comic book kid. When I was three years old, I threw myself on the ground in an Elizabethtown, New Jersey candy store because my mom wouldn’t buy me a flash comic book. And I couldn’t even read. I think I saw the images of the superheroes and I knew that was my inner spirit animal. 

My family never wanted money or anything, but we weren’t wealthy. Comic books allowed me to leave that four room apartment and go to different universes. I could go save the planet, and when you’re a little kid I think one of the things you really want to do is make a difference. But you’re small, you don’t have the strength or the ability, and superheroes give you that aspirational thing. When done right, comic books are modern myths and legends we can use to teach kids about humility, arrogance, and hubris. 

I’m living proof that your action figures can become real and paid for many times over. That’s the true success in life. 

Don’t chase money. If your only goal is money you’re only going to want more and you’ll never be happy. Don’t chase success, it’s the same thing, you’ll only want more. Do what you love and you will find success and financial freedom in that. 

Gary: I agree. When you’re truly successful, it’s because you’re enjoying “it”, not what “it” can bring to you. 

Rob Smith on Listening To the Youth

Rob Smith is the founder and CEO of the Phluid Project 

Gary: Hi Rob, tell me a little bit about your origin story. 

Rob: My origin story is interesting, or at least, I think it is. My very first job was cleaning up after the Rocky Horror Picture Show. You know, talk about glamour (laughs). I grew up in Detroit, Michigan and ended up working for Macy’s for 22 years. After I worked my way up there, I worked for Levi’s, Victoria’s Secret, Nike…then I went to my first Burning Man. I had an incredible experience. There’s a saying, Don’t quit your job after your first burning man. Well, I lasted about two weeks after coming home…then I realized, I had to do something else with my life.

So, I quit my job and backpacked around the world for six months. While on my journey, I came up with the idea for the Phulid Project. It’s my passion; the intersection of fashion apparel and social justice.

Gary: What’s your “hot take” on those issues? If you could create a headline right now, what’s on your mind?

Rob: What’s on my mind is that Gen Z is so inspiring. I built my company on values and on a mission statement that is mine–but it resonates with Gen Z so much. What’s interesting is that I’ve done a lot of pitch decks and I learned a lot of stats. I won’t overwhelm you with them, but you know the Phluid Project at its core,  it’s created for transgender, gender non-conforming young adults, and/ or adults folks who can’t shop anywhere because our entire world is binary. Once you start to understand that every time you go anywhere, whether you go shopping or you go to a restroom,  anywhere it’s divided between men and women. If you’re somewhere in the space in between or if you’re, you know, transitioning, the world isn’t friendly to you.

Over half of Gen Zers, know someone who’s gender non-conforming, who uses pronouns other than he/him and she/her, so this movement is happening. I like to say that Gen Z is not this or that. They’re not these binary boxes.

Impressing them is really hard, so you have to listen. 

Gary: I always tread lightly when I talk about things that are actual shows or podcasts because almost all of my opinions of it are formed by hundreds and hundreds of other people’s opinions. Through their commentary, I learn, because I spend almost all my time practicing anthropological social listening. When you listen, and judge the judge, it’s an incredible vibe. 

Natalie Nixon on Creativity 

Natalie (Ph.D) is the author of the Creativity Leap, president and brand strategist of Figure 8 Thinking. 

Gary: Natalie, thank you for closing us out. Talk to me more about your journey because I think it’s a cool one and it can inspire people. I think Covid is challenging people to think about whether they want to make a change in the journey, and I think your journey is really, really fun to think about. 

Natalie: Well thanks for asking; I have an incredibly loopy background, both in anthropology and fashion.  I think my loopy path is because of the grace of advice from my parents. When I was a 19-year-old sophomore in college, I had a “first world problem”. At this point a very expensive education, I had to declare a major and I wanted to make sure I got a good job. I  called home in tears and I was very apologetic about everything that was boring but sounded impressive.

My parents said, “Well, what are you interested in?”

I began to apologetically explain about Anthropology and Africana studies. At the time this was the 80s [before those subjects were popular].  

But, they said, “That’s what you should study…if you study what you love you will have to turn down opportunities”.

It was like this load lifted off my shoulders.

Ultimately, following your heart is more efficient. I think, right now, in this time of Covid, it’s an incredibly important opportunity to reorient and reroute. It’s both terrifying and exhilarating. I have a saying, if you’re 50% terrified and 50% exhilarated then leap. The terror is what anchors you and the exhilaration is what keeps you buoyant and optimistic. 

Gary: Does that tie into your book in any way?

Natalie: Thank you for asking. I got so tired of hearing people say,  “Oh, I’m not the creative type.” Creativity, to me, is the ability to toggle between wonder and rigor to solve problems. The crossroads of following your heart and doing something practical. That’s why I’m really passionate about leaving people with a playbook, a roadmap for exercising creativity. whether you’re an attorney, environmentalist, a plumber, or  a stay-at-home parent–creativity is essential right now. You just need the humility to be a clumsy student.
Gary: Yes, please. If we could just make humility cool, people would be so much happier and learn so much more.

That’s all for now! If you liked this article, be sure to share on Twitter or your favorite social platform!

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