00:00there's a reason a lot of people go out
00:01of business and it is almost always
00:04directly correlated to them missing the
00:06mark on the customers they're trying to
00:10reach most companies big or small are
00:13really struggling in assumptions or
00:16yesterday tactics to reach customers I
00:20believe that there is not enough
00:23emphasis put on the actual consumer
00:27caring when it comes to marketing is
00:30respecting one's time I think we don't
00:33respect consumer's time if we're going
00:36to fill them with messages wouldn't it
00:38be nice for them to enjoy it when you
00:42come from a lens of caring and empathy
00:44you just tend to make better
00:46advertising you tend to make better
00:48advertising I'm Gary vaynerchuk CEO of
00:51Vayner media be friends and my latest
01:03I view myself as an entrepreneur I grew
01:05up in my dad's liquor store and
01:07innovated by having one of the first
01:08e-commerce websites I was an early
01:11investor in Facebook Twitter and Tumblr
01:14and in more recent years have been an
01:16author and a speaker but also running a
01:182000 person plus global advertising
01:20agency and at the end of the day I I
01:23could not explain to all of you watching
01:25or listening more how many marketing
01:28ideas literally spend no time on will
01:31the person on the other side like
01:34this it's just this is the way it's
01:36always been done or how many do we have
01:38to sell sell sell sell but I did not buy
01:43sneaker because somebody knocked on my
01:45door and sold it to me or I landed on a
01:47website that explained why I had to own
01:49this the Super Bowl I would say is a
01:52place where we do a better job caring we
01:54try to actually make that 30-second
01:56video entertaining I think I see it
01:58every day in social media I see young
01:59young Brands actually make content that
02:01people want to watch when your lens is
02:04caring and empathy to connect with the
02:07consumer you're actually thinking about
02:08them will the person on the other side
02:11like this for me that's the
02:15question so do you have strategies for
02:18how to connect with your
02:23audience I would say my number one
02:25strategy is something I've done my whole
02:27life which is before I start talking I
02:31literally your biggest Advantage is time
02:34don't buy into an Antiquated process
02:37you're entering the greatest fiveyear
02:39window of your life and you know
02:41obviously it seems like I'm always
02:42talking but almost everything that comes
02:45out of my mouth has been predicated on
02:46me doing a lot of hours of listening
02:48social media's greatest power is the
02:50ability to see what people are thinking
02:52we are living in the Golden Era of
02:54consumer insights because of social
02:56media and I think the best businesses in
02:58the world are fix fixing something that
03:00everyone's complaining about but hasn't
03:02been fixed yet here's a good example
03:05driveth through fast food people value
03:09time and obviously someone eventually
03:12said you know what instead of making
03:14them Park and walk in and wait in line
03:17and get their burger and fries why don't
03:19we just let them drive through that was
03:22a very strong Innovation a good idea
03:26this is one big game of listening
03:28historically this is what you through
03:30focus groups this is what you now can do
03:32through social listening at scale the
03:34question is what do you then do about
03:38it the last 10 years of Storytelling has
03:41evolved tremendously we are no longer in
03:43tribes sitting around a fire telling a
03:46story new Cycles are now 12 and 24 hours
03:50not 12 and 24 days so the speed of
03:54keeping attention has changed
03:56dramatically also the ability to story
04:00has exploded you don't need an editor-in
04:02Chief you don't need the local newspaper
04:04you don't need someone at the TV network
04:07saying that you're allowed to be on
04:08camera and talk to the world that's gone
04:11there's not a person watching this who
04:13doesn't have permission now to tell the
04:15world their story as a human or their
04:18story about the business or organization
04:21nonprofit or whatever other body they're
04:23working with to the World on the flip
04:26side it's never been harder what
04:27pictures what videos what animated gifts
04:31what copy what time do you post how long
04:34is the video audio lighting I mean this
04:37has become a profoundly complex game
04:39here's the good news for everyone who's
04:40scared by how hard and fast it is a
04:43great story will still find its way even
04:46if you don't know the best practices of
04:48how to post on YouTube or Instagram or
04:50Tik Tok you will be stunned how much a
04:53story can find its audience if it's just
04:55told from the heart in a pure
05:05patience it drives ambitious people
05:09crazy I have a lot of high energy inyour
05:12face loud New Jersey style and when I
05:16throw out patients like wait a minute
05:18you're going off Q like this doesn't
05:19sound like you Gary and I'm like that's
05:21because you don't realize that patience
05:25complacency patience is probably one of
05:27the most important ingredients in
05:29building something meaningful one of the
05:31reasons most people don't have patience
05:33is because of fear they fear failing and
05:37so they try to go fast because if it's
05:40not going well they can't deal with the
05:42music aka the Judgment of the people
05:44around them if patience is not one of
05:47your partners you're dead you're too
05:49short term you're going to deviate from
05:51the plan and you're probably going to
05:53make a misstep you know I always hear
05:55people say well how okay Gary I'm into
05:57patience I'm building something
05:57meaningful in brand like how do I know
05:59it's it's working and look I think the
06:01answer is results when I was building my
06:04father's wine business the way I was
06:06noticing if we were building brand was
06:09based on the fact that I had to spend
06:11less money on Advertising every year but
06:14was achieving higher sales every year
06:16because after five or six years of good
06:18work I could see that the word of mouth
06:20and the reputation the brand was
06:22carrying the business and so you know I
06:25think at the end of the day you have to
06:26measure brand based on business results
06:28but you've got to play that for a long
06:30time because when you start thinking
06:32100y year terms versus 100 day terms
06:35you're playing a totally different game
06:37when you think long and when you think
06:39about leaving a legacy you tend to
06:41ironically make more money because
06:43you're building a stronger
06:46Foundation I ask you to take this video
06:49this energy and deploy it to not just
06:51your content or your marketing
06:53strategies or even your business depl
06:55playy to your life it will help you be a
06:57better father mother sister brother
07:00child human to make the future more
07:05impactful to learn even more from the
07:07world's biggest thinkers get big think
