Question that i keep pondering of what i see is working and not working is is do you know yourself if making videos doesn't come as easy as drinking you have friction you're insecure about the way you look you're insecure about what you got to say i get comments left and right garyvee. You say the same and i'm like that's right because i believe it very humbled. Thank you all right let's get into it let's break it into macro and micro because when i think about the hypothesis of what we're trying to accomplish here the way to actually pull it off in my perspective is macro and micro. What do i mean by that macro is really just mindset and perspective like you're not going to do the things that i i'm going to talk about in the micro.

If you're not in the right place on the macro. Let me give you an example in the macro. A stunning majority of people in here are not unlocking. The full max potential predicated on a lack of self awareness.

You'd like to be something. But you're actually not that. And what i mean by that is when i think about video. There's all of us.

I mean when i look at my keynotes that i'm about to do i'm like oh that's affected by macho man. Randy savage that's affected by richard pryor and chris rock like i can see like the things that i watched as a kid impact the way. I talk the reason i bring that up is i really think that self awareness is one of the most significant aspects in winning in video. I think a lot of people are trying to do certain things that are just not there not that you can't build those skills.

But i'm a very big fan of eliminating friction. I mean the amount of people that i've watched in the last 15 years try to do me when when they would crush by doing them i bring it up all the time like i'm a high energy over the top like very jerseyed out super. Like like i'm just in minnesota for 400 hours standing taking selfies fly to vegas do three talks like that's a different kind of breed not that that's good bad or indifferent. I actually am trying to talk more about like i don't view that as like better.

I just view it as i'm very good at being me. I'm really good at being me like the only thing. I think i actually do special is be me and i think when i think about how are you gonna win in this play you've got to really be you even when it doesn't seem that you works for example for a lot of the youngsters in here and definitely for people over 40. This is gonna resonate when i hit the scene on video and and keynotes.

I did not dress the part. I cursed crazy everybody told me i was going to lose. I couldn't win it and it happened like a lot of places wouldn't book me because i cursed too much i didn't wear a suit. Which was like completely unacceptable.

15 years ago. And like people like what are you doing and i'm like i just don't have the ability not to be me. And i was willing to leave money on the table accolades everything i was willing to leave everything on the table. Because i just did not know how to not be me so as you sit here today.

There's tactics. There's things. There's people you admire you wish you were i wish i could read i'm being dead serious. I wish i could read i have no reading comprehension.

I have to waste my time on five minute calls all day long because i can't read an email for 13 seconds. I wish i could read. But i can't so i have a different style and that's how i think about video. It is very when musically hit and i knew it was going to go obviously tick tock bought it and became one the same everybody around me was like but you don't dance and i was like that's for damn sure because by the way if i dance you'd see it by now.

I was like i'm not going to dance like 14 year old teenagers on tick tock. I'm going to put out my content. I'm going to know that 14 year olds are listening so the adjective might be different. The reference might be different the context will be different video in my opinion.

Today is a battleground of a quadrant that looks kind of like this you need to communicate the way you communicate. There are people that are not dynamic. They're monotone and they do just fine and dominate. They are and so if you're a monotone person.

Then that's that right two you have to know the context of where you're making the content. We're talking backstage. I argue that the place that i'm the least good at that is youtube ironically youtube's the one platform. Where i don't do best practices.

I suck at thumbnails. I don't do breaks. Mr. Beast makes fun of me every week just text me you suck i'm like you're right because it's the one that i don't do it's the one that i don't do i do all the rest of them so it's always contextual.

But what i really think is that when you go into the macro place you've got such an easy easier game to do the micro. The micro is very obvious to me. It's tactics right the tactics are clear to me. But most people don't execute on it because they don't have the first part down right.

If you don't know yourself. And you don't have a grasp on that you have no prayer on tick tock and nobody nobody should be confused. In this room. The biggest arbitrage in attention in society is tick.

Tock right this second. You want a tactic. There's no debate. There's nothing close if you are not fully pot committed into taking the opportunity on tick tock.

You're missing. The biggest opportunity since facebook. Fan pages in 2012. Instagram hasn't been this good since 2011.

And a lot of you know how many people here put out content on instagram raise your hands raise them high how many people by show of hands raising them feel that it was going better 24 months ago. You know so like the reality is is that the supply and demand of attention moves on these platforms. The tick tock arbitrage is going to close and it's going to close the next 24 months and the land grab is right now. The only thing.

I give a about for you to win out of this whole talk is that you go back home and make three or four tick tucks a day. I'd like you to be good at them. So i'll continue to talk otherwise. I could leave right now.

But that game is about the context of knowing how to make a tick tock. Which is very easy. Because you can just google. How to make good tick.

Tocks. And there's unlimited tick. Tock content and how to make good ducks. That's there the question that i keep pondering of what i see is working and not working is do you know yourself right like people like your like if it doesn't come as easy as breathing oxygen you need to understand why if making videos doesn't come as easy as drinking oxygen you have friction.

You don't you're insecure about the way you look you're insecure about what you got to say huge problem in this space. When i analyze it people talk about they don't know yeah like if you know somebody you know occasionally. If i'm on a real roll of talking about the same for a while i get comments left and right for a period of time where they're like gary v. You say the same and i'm like that's right because i believe it because it's the thing to say you know this some of you have been affected by other people by myself you've affected people you sometimes say the same thing somebody's heard it 87 times.

I said the same to my father this week here at bcon that i've been saying for 37 years. And he told me this time it clicked the amount of people watch this you want to see something cool by show hands doesn't hurt my feelings. I'm detached from my success and from people on me by show of hands. How many people here.

The first time they ever saw me thought i sucked them with a scam artist a piece of raise your hands raise them high higher higher higher right like and and then how many people that just raised their hands were affected possibly by a piece of content in their lives. That's it that's the game got it that's the game. The reason that was an interesting thing and i hope people look back and saw how many hands went up if you can go from this guy's a piece of scam artist to this person positively affected. Me that is only required and can only be achievable when you only talk about things you know and you're willing to say them.

87 000. Different ways most people get caught up because they feel like they've already said their thing and they just start making up some other right i see people like yo. I'm a real estate expert. I'm like six months later.

I'm like i'm a crypto expert like 13 months later. I'm the king of cannabis. I'm like this person you want to win in video two very hardcore truths. One you have to know who you are as a communicator and not try to push yourself to be some other communicator.

Some of you are funny get funnier. Some of you are clever with words feel comfortable. Some are loud as like me do you understand how real of a businessman. I am and how many people think i'm a motivational speaker.

Do you know how underestimated i am for my professional career that people have no concept of how many big businesses. I've built and what i do for a living because my style of communication feels spilly and i'm willing to walk around on earth underestimated because i have no interest in slightly tweaking down my energy. Because that's just not who i am. And it doesn't matter what people think the truth is the truth.

If you are not gift of gab. But you can like what about making videos where you just read it might not be as compelling as i died. But that's you some of you shouldn't make video at all you should leave right the now. I'm being dead serious.

Some of you should be writing. Because you're a remarkable writer and you're forcing yourself to believe that video is the only winning. Because you can see it yet tons of people are winning writing some of you should take a beautiful photo and just write some of you should just make a video of something mundane that makes the point of your video. It's literally a video of a banana and you're talking about slippery slopes you like that one.

I think. It's a good one it's good because this game is completely based on you being comfortable in the way you make and talking about you know and most people are doing neither thank you that is really the macro the micro simple the micro simple i'll tell you why because no matter what platform you're making on best practices. Exist right like if you want to be better at it like youtube and tick tock have unlimited content of best practices for youtube and tick tock scattered all over this is not an education thing. That's that's 13 hours of work and then you know thumbnails do this break on your youtube videos every three four minutes like i do none of that on youtube.

But everywhere else i do it like you can figure that part out youtube shorts is a huge arbitrage. Everyone's chasing tic toc. So anything that a new platform launches is always going to over index there's no reason to not make a reels over a regular post. Because they're gonna big the outcome of the distribution.

It's all there that's simple this that's the simple there wouldn't be a need for this or me or sure anything else if that was the game that is not the game. Everybody wants to make it the game because it's tangible. It's just not the game the game is are you comfortable in how you make do you have a process to make a lot of you for example. If you think when i think about my career.

I very quickly was like oh my god this youtube thing in december of 2005. I was like this thing's gonna change the world because in 2002. I wanted to make wine videos. But i found out how expensive.

It was to host videos on the internet. It was like a trillion dollars a video. It was oh gee this is why web 3 comes so natural to me that everyone's like scamming and this and i'm like technology will catch up just give it a few minutes. But so when youtube came out i'm like oh.

I can finally make these videos like when my developer told. Me like i don't pay anything right. He's like no like i asked him like 14 more times like but i don't pay right he's like no i was like let's make videos so. But it was funny what i decided to make i saw a lot of opportunity.

I was already a businessman. I want like i had those thoughts. But i was like the thing. I know the best at this point in my life is wine.

So let me make wine videos and let me make them my way and it's fun for me to think back that the advice. I'm giving right now in 2022 is exactly what i lived 16 years ago when i first entered the arena. I'm telling you a lot of you are making videos around genres where you think there's money versus making videos around the stuff you like and know which will then lead to the money. Thank you mate.

I really really believe that i think a lot more of you should be making very niche content around stuff you have passion around because then you will have the everyone's like how do you get so much energy. I'm like i love this i don't wanna golf. I'm not interested in skiing. I don't wanna sail don't want to cook.

I want to be an entrepreneur. I want to make content. But if you're making content around something that you heard has good adsense or there's good brand deals in or that's where the money is you're finished because it's not you and if you try to make content like me who like clearly got so lucky that he grew up in the 80s because if they put me into the 2000 system they would have drug the out of me so i mean luckily i'm the best mom she would be like you. But you need to really lean into who you are as a communicator.

I you know it was a funny thing to say. But i do think some of you need to not make video for example. I think a lot of people are genuinely this is how you were raised this is your circumstance you're really insecure about the way you look it's devastating. I don't like it i wish people didn't but it's like more energy goes into how you look on camera than the content.

Maybe you should be an audio podcaster. Only with no video maybe because anything that's stopping you from the message is a problem and one of the things that stops from message back to ping pong to the other thing is talking about stuff you don't know everyone's like why do you why are you so good at this like why is it so easy like i jump in the pod. I just did a podcast and doing this they're like why do you improv everything. Why is it like this why don't you want to know anything i'm like because i know what the i'm talking about if you're studying to make content you lost.

If you think you're a expert. Yeah. There's a lot of quiet giggling on that one this what i've just talked about is the most significant part of making video thumbnails this hack that math. This analytics.

This means dog if you don't have the thing. I've just been talking about down my great hope is that a lot of you go back home and start making content about different all together. Because it's the thing you either love the most which means you'll do the research and be in it or the thing you know the most and if you're lucky like i am. And the thing.

You love the most is the thing you know the most then it can get really crazy. But that is my observation 15 years into this game. Who's winning. The people leaning all in to them who are they how do they roll let the world catch up to you stop chasing the world.

You understand oh crypto. I'm going to go there. No no let the world catch up to you all this collectible garage sale sports car they caught up to me. I was a dork for liking that my friends were like you're going garage.

Sailing. You know like you like flipping. This is stupid in the 90s college. I mean that was the only option entrepreneurship.

A non conversation in the 80s and 90s college was the only way you were gonna win. That's not the conversation today. Twitter social media. People sh.

There's nothing i've ever done in my life that the majority of the people every good thing. That has happened to me starts with everybody on me 1996. I'm gonna sell wine on the internet. Everyone who's gonna buy wine on the internet.

I said everybody that sounded crazy how many people over 45 in this room raise your hand remember how crazy that was back then that was crazy 2006 twitter. I was like twitter twitter twitter twitter everyone's like this is the stupidest thing i've ever heard in my life you're telling me that people are gonna post. Things that they're going to the post office. Walking the dog eating a pizza who gives a about that i answered everybody nfts blockchain or owning digital assets people struggling with that there's not a person in this room.

That's not going to have nfts in 10 years not because it's a collectible because it's a utility. You're not going to be able to take a flight on a plane because the nft is going to be the ticket. The a qr code please listen to me let the world catch up to you this whole narrative about being kind as a gangster businessman was laughed at 15 years ago. Now people are starting to get it you might like legos you might like pancakes.

You might like talking about parenting or being poorly parented therapy meditation. I don't know. But i know every person in this room has something they like most people don't do it around what they like because they don't think there's money in it gary. There's no money in hot wheels yes.

There is get 150 000 people a day. Watching your podcast on hot wheels. And mattel will write you a six figure check people are scared to be themselves people are scared to be themselves. When being yourself is the only moat in life if you leave here because all the information around the micro.

I don't even get into it you know why it doesn't matter. It's so easy you can google that right now unlimited free unlimited free tactics. This what do you make how do you make it do you like it that's the game. And so i won't preach this in perpetuity because it is so crystal clear you can't sustain doing something you don't like especially.

If you're doing it for money you will lose that game every day of the week. So i hope you take a step back from this talk. I hope you realize don't be disappointed in how you communicate embrace how you communicate. Linkedin has much arbitrage as tick tock.

Right right right. Just talk about you like and know. It's as simple as that and i know most of you aren't i know it and i don't want that for you because that becomes a hamster wheel and that's why it hasn't happened and i'd really prefer it to happen for you i'd like you to win thank you you.