I Don't think robot plumbers are coming to take your business Exactly Yeah brother. I Think that about most things. Yeah, this is why I want 20 hours of AI think about how you asked the question and how I changed it. You said interfere and I jumped in naturally and said enhance.

You're thinking Terminator too exactly and I'm thinking you're wasting money on your advertising that AI can make better. So you're going super macro Fantasyland and I'm going to I want you to make more money in 2024. Gary I Want to start with one very simple question. but I think you're the best person in the world to answer this question? You probably the highest Authority in the world when it comes to branding.

You've worked with the top brands in the world Pepsi Tiktok. You know how these people operate and right now consumer spending. When you look at how much money consumers spend in their homes versus food and beverage, it's around the same. but we still don't have that Coca-cola brand or that Nike brand in Home Services What can you teach? These people in the room are the top people in Home Services They got the money, they got the budget, They got the operational capability.

What can you teach these folks about branding to take their companies from a few billion in Revenue to that household brand that's generational that lasts for hundreds of years like Coca-Cola Nike Uh, first of all, it's so nice to be with all of you. I hope everybody's super well. had a great summer. Hope you're enjoying this look I Think right off the bat, can't do it the same way and nor should you.

There's a very big difference between products like Coke and Nike and fast consumable items that you're buying 600 times a year, 300 times a year, 50 times a year and have an average cost of four to two hundred dollars versus what everyone here does incredibly well. So I think in general, there's enormous amounts of difference in price point and how often you do it and what we're talking about. On the flip side, in every B2B in every B to C of higher cost items or luxury, there's always opportunity for brand. To me, what's running through my mind is a little bit different when I look at this industry from afar or at times when I'm up close to it in helping private Equity firms analyze things or if I'm investing in firms that are investing at a high level in this category.

I Think the thing that this group in general might find interest in is the concept of if you're actually a sales organization understanding the concept of brand and content and marketing as the best sales engine. I Think that there's a misconception between sales and marketing's relationship that I'm always fascinated about at the highest levels. Sales is so black and white, effective, and so measurable that it's much more comfortable for a lot of us in this room. Marketing is Very.

It's like love. You know it's a different emotion. It's like fandom. I'm a very big Die Hard New York Jets fan there last night I'm devastated right now, right? because Aaron Rodgers is out for the year now and I have been in a slobber all day like I'm barely pulling this off I hit up my speaking team and said can I cancel today This is real.

This is real. How can that be possible? That's so silly. It's football. but it's very possible because I've watched every game since I was seven.

all of them. It's 40 years. It's my religion I have a motion towards it and I genuinely actually know Baloney. Called last night and this morning and asked if I could not be here today and that's not an indication to y'all or you or ever.

That's how sad I was for something as silly as a football game. but that football for me has crossed over into a different place that's called the brand to me. The thing that needs to be debated here is understanding. If you were to build a brand in a B2B or B2c environment, how that is allows people to make potentially irrational decisions because they're making emotional decisions.

That's why brand is so interesting to me. Everybody people would be fascinated why they're wearing the clothes or jewelry that they're wearing right now without fully realizing how much that's expressing the brand of who they are to the world including facial, hair, hair cut like when I Look around this room I Pay attention to what people have decided to do that. Do the Beards some of the Beards that showed up here today. see you too, you know, But but it's interesting that that's a level of communication that's telling people a little bit about yourself.

We all do it different. I Promise you 47 year old businessmen that had the level of success that I have today 25 years ago weren't wearing ball caps and sneakers. Things change, expression changes and so I think for everyone here. Listen: I'm a Salesman right? Like That's what I've been doing my whole life.

But I promise you. sales DNA Sales DNA Executives Sales people that disrespect marketing and branding are leaving money on the table and that extras me and that's exciting that that's awesome man. and uh, you know I I wanna I wanna cover a lot of big topics and that was awesome. Um I want to talk a little bit about Ai and and what's what's coming and what's here? Uh first, can you talk a little bit about the most fascinating use cases that you've seen for AI and sales and Marketing For Sales and marketing we'll get into a minute.

but like I think First of all, the thing with AI That's so interesting. and when I look around this room there's some youngsters but there's some people that have put some years into their career and I'd like to make this statement first: please don't do with AI what you did with social media and what you did with the internet and what you did with the smartphone. For some of the youngsters in here, there's a lot of people in here who said they would never give up their Blackberry for the iPhone because they needed the buttons on the BlackBerry but they did or even getting a cell phone in the first place because they're beeper and pager was more than enough and some if someone wants to get a hold of me they can page me and I'll call them when I want to or not having a website or not doing email or not setting up a Facebook So first and foremost, let's not demonize another new technology because you read some headline that it was going to take your job like let our grandkids worry about the robots killing them for us. We need to figure out how to navigate this next generation or two.

So first of all, AI is enormous. What is it going to do for a lot of sales people here? It's going to take care of a lot of the mundane work that they pay people to do or they do themselves. and it's going to make it a lot easier for a lot of us. When we used to have to look up information, we literally had to get up physically, find the Yellow Pages wherever we put it, grab it, open it, get to the page and find it.

Then Google came out and Yahoo came out and search engines came out and that became a 13 second task instead of a four minute and 19 second task. And for a lot of us times, a thousand times in a year, that adds up to time and efficiency. AI For a lot of sales people here, is going to automate emails, is going to create lists, is going to do the CRM work. There's a ton of stuff that AI is going to do and so I think for everyone here again.

Here's a good question: how many people here are retiring in the next 10 years real quick? Before you raise your hands and please do. If you are, hold on, hold on. And I don't mean you're gonna crush it and buy a yacht. I mean you're old and you're finished hearing two Respect, Three good, three people.

Let's even say seven for the rest of us 10 years as we are still working. AI will be profound if you decide to be an ostrich and put your head in the sand and not worry about it instead of spending 20 hours of your own research time on the internet instead of headline, reading a couple things and saying it's good, bad, or indifferent to not allocate at this level. Who's in this room? If you're in this room, you've done things. It is what it is for you not to spend 20 hours an hour here, maybe on a vacation day during the holidays.

Five hours to to not spend 20 hours to actually understand what's going on in AI would be grossly negligent professionally and I highly encourage you to pour a beer or a glass of wine or a cocktail. Or do it this holiday season. Find the 20 hours before 2024 starts to actually know what you're talking about because I think we can all agree with technology. Much like a lot of things in life, we become headline readers and we make our decisions based on a couple headlines without actually knowing what we're talking about.

And for everybody here, AI will be incredibly impactful for the rest of your lives. that's awesome. And I just have two more questions please. Uh, the second last question I have and I want people to start asking questions afterwards so don't be shy.

Um so AI I run a tech company and one of the most fascinating things that I've seen is that AI has actually made Engineers 10x faster right? of course and you've probably seen it where like you know the iPhone you know it came out and you know it. It was like three years before we had the cameras in the app store right? and now GPD 3.5 comes out and then three months later we have Dpd4. Well because that was Hardware right? which is different than software and you know this. I've seen I've seen people who aren't engineers present me full apps because they've used AI to build the entire app without knowing how to code.

Yep, that I mean I'm telling please please if you remember anything, we're gonna hang here. You got a concert tonight, You're gonna live your life this week. You know some of your football seasons are still alive so you're gonna enjoy Sunday Like you're gonna live your lives. If you remember anything anything from this talk and we're gonna do Q A please ask your specific questions I'm here for it I'm glad I came out.

but if you remember anything, 20 hours of real homework on AI it will really be impactful of course. Go ahead. so what? I was gonna ask? it's It's basically not only happening, but it's happening at a faster rate than other technology shifts that we've seen in history. It's happening really fast.

How do you? How do you coach your employees in your companies to be To take those 20 hours to be on top of that change? Nobody here can coach if they don't know anything about it. This is why I need your 20 hours I consider the coach thing. You don't even know what we're talking about. It's like anything.

it's like when I laugh when like 25 year olds try to tell you about life. why don't you live it and then I'll listen. You know like so I think to coach on. you know again for the majority of people here in the context that we're talking in the professions that you're in.

all that we're talking about with AI is saving time at a but at a level that is profound if you just think about back to who I'm really talking in this room to the last 20 years of Technology If you think about what email has done for letter writing and faxing If you think what you know what all the you know all like search has done for information instead of the encyclopedia, the library or the Yellow Pages If you think about the elimination of friction that websites have done from time going to the store and buying stuff, all we're talking about is time. even if you think about farming. 150 years ago 80 of us worked on a farm and then technology came along and made a tractor and that saved time so we could go do other stuff we're demonizing AI in the headline reading all it's going to do is make everything faster, more efficient to allow us to have more capacity to be creative, spend time with our families, make more hand-to-hand combat stuff like it's going to free you up and so yeah. I I Think if before I worry about them coaching their employees I need them to understand it.

Yeah, so spend your time learning about AI guys. just go on chat TPT and start asking questions like how do you feel today and you'll get far with that. So just do that. There's there's you know, it's funny the way you said that I Want everybody to hear this like it really is that simple.

If anybody's been through a journey of getting into better physical health, like if you've never worked out and you haven't eat well, that first workout is a disaster. I did it at 38. like you can't do. My eight push-ups were a disaster.

The treadmill was a disaster like when I think back to that workout 10 years ago I'm like my God but I had to start there to be able to do things up doing today. If you've never, ever interacted with an AI bot your first queries the first time you use it, it's gonna be a little clunky. It's like riding a bike. you needed training wheels.

the first time you tried to swim, you almost died. You know, like like it's just like your first kiss was not phenomenal. I Promise you, you know and so same here. You've got a really, really, really just start and you can't be scared of it.

What's gonna happen? Who's gonna make fun of you? Like do it in the privacy of your own home, but figure. start figuring it out. That's awesome last question for me and then I Want people to start asking questions? Um well. AI replace us or make us bionic.

What use cases are you seeing? There look two, you know I look the dinosaurs used to rule like I never say never to anything. Do I believe anybody here in their lifetime will face a world where robots replace us. No. I Do not do I Do I think anyone here who has children or grandchildren that they will face that I Do not.

We're too far along no matter how fast it's moving. But I don't know when I'm chilling in heaven in 900 years. I'm gonna be happy that I didn't answer you definitively no if because like you know what I mean like like there's yes, there may be a time, but like I we're just so far away from that kind of sci-fi reality. At the same token, I think we can all agree a lot.

I'm gonna say this nice and slow. A lot has changed in the last 25 years. technology wise, socially too, and lots of things. But my gosh, like I I am 47 years old I don't think of I think of myself and at half time I got another 47 to go I lived my entire childhood through high school without ever being on a computer besides school when they made me right like I did not have the internet my entire childhood.

So this is all moving. There's a lot going on so I think the next. This is why I did the 10 years raise your hand I really desperately. when I look at a room like this, this is where I have a lot of passion.

when I come and speak like what am I trying to accomplish I'm trying to provide value when I look around this room and I think about all the winning that is going on. This is a successful group and I say to myself if they don't pay attention and understand how important and profound this technology is, that's going to leave opportunity on the table for them and it's going to leave opportunity for others on the table to potentially. And so it's It Just seems like a very big missed opportunity. More, it's not going to put you out of business, you're not gonna but like kind of like when I consult on businesses I'll push them on social media or this or whatever.

the best you know. Tips are of the day and you know if I push a little too hard or if they're like super not into what I'm saying they're like Gary like I get it You want me to do all this stuff? but I'm doing 16 million dollars a year in my company and I'm like John what's wrong with 32 and that's what the convo we're having here right now. It's not like life or death, but let there be no confusion. It's happening right now and in two years and four and six in my world that I'm very passionate about, which is communication.

Five years. How many people here follow me a little bit or somewhat thank you. So and how many people here have followed me for more than four years. So for the people that just raised their hands, you all know.

Four or five years ago I'm yelling screaming Tick Tock and nobody's listening. everybody who's chilling in Instagram if at all. And then Tick Tock happens and a lot of people regret not going hard when I yelled about it four or five years ago. Not because they're out of business, but because they left a lot of money.

Opportunity happens. Maybe a change of career or building something around. There was just a land grab of opportunity. That's how I feel about this AI thing.

A lot of people here can have dramatically more efficient sales organizations. You could drive down your cost by 50 and Forex your Revenue why wouldn't you? You could keep doing it the way you're doing. look I get trained I mean I could right? like but like or a horse. They used to prefer to take a plane and so that's what I think is happening here.

Like this is about understanding how profound these technology movements are and understanding like the only thing holding you back is a subjective opinion or ideology that you're holding. and I think that's bad business strategy. that's awesome. Give a hand for Gary Man that was gonna start taking questions from the crowd.

If you have questions just like come up to the mic and ask your question so that everybody else can hear. so yeah, yes, do it. Honestly, this is it. I'm gonna leave soon so like don't I know people get timid and shy like here's the mic.

Get in this hi so um I do Tick Tock for the trades and I I know you talk a lot about AI but Tick Tock was your thing like you just said and I think that what happens as a marketing company I do organic social media and that's a lot harder to say. We got this lead directly from here every single time, but it's important when it comes to overall branding and so I'm just curious about like how that, how to justify them yeah, how to have that conversation I think when I look around a room like this. nine out of 10 people if you're doing just organic social so just ground this conversation. you're posting on social content to build awareness for your business, your brand building.

It's not as sales oriented, it's not performance oriented. Look, the reality is, nine out of 10 people are going to struggle with that because people want to measure what they're spending money on and most people don't think about business the way they think about real life. In real life, they may spend money on things that aren't Roi positive that make them happy or they know that that's good, but they can't see the direct results immediately working out. You may pour a lot of dollars into that.

You're not going to see muscles the next day or lose 50, but you know it's right in business. There's a lot of people that struggle with knowing building brand is right and when something new like social media they might buy Billboards And no, it's right. Even though they don't get direct lead because that's been around for a while and they can accept that. but making tick tocks, they don't understand that yet.

I'm empathetic to that. There's two ways Jen One, just spend all your time finding the one out of ten instead of trying to convince the nine out of ten. Yeah, number two, you may want to look at yourself and say hey, I'm tired of justifying this. Maybe I want to bring in media capabilities and with media and creative when you're spending money on the ads, not just the organic, you can then start showing them you got 113 leads from your Tick Tock this month.

Yeah, because you're running ads, which gives you a much better chance than just relying on the organic reach. That's that's the two ways I Think about your world. Love it. Thank you so much Good thanks.

What's your name on my phone? Thank you Thanks brother. What's your name? Hey I'm Jeremiah Nice to meet you. Hey so you know and everything you know and and I would just say if you're down here asking yourself a question, what question would that be a tough question because the reality is this one again. when I look around the room here, almost everybody on their professional journey is potentially in a different place.

Some people want to grow their business 5x for this flip. Other people want to maximize margin for the next couple of years because they want to take cash on the table. So the question I would ask is wherever I was in the life cycle right of my career. You know to me the thing I would ask me probably based on where I'm at or what is the most universal thing that I think could bring value.

here is which platforms and what tactics today have the potential to reach the most audience to do business. The answer to that is I believe that as we sit here today, the two platforms that can lead to the most business are Facebook and Linkedin For this audience I think Facebook is incredibly powerful still and especially for the demo that is buying a lot of things that we're talking about here. If you're perfect or really good at ads and pictures and videos on Facebook more than Instagram and know how to run ads I think that will lead to the most sales LinkedIn I Think most people here are wildly misunderstanding. We still Think of it as like a recruiting tool or where you do your resume, but the way the LinkedIn feed is working is working like Facebook and you can Target People who are CFOs A Fortune 500 companies and I can give you the preview.

those are high net worth individuals. They get paid a lot of money to do what they do. You could also make rep references to being in corporate so you can make your content very targeted to your media. Spend in LinkedIn so that would be the question and the answer.

Appreciate it. Appreciate it. Hey Connor it's good to see you. Nice to see you.

Um, so we're in the plumbing industry? Yes. and our biggest thing is face-to-face sales. Yes. So getting in someone's house, getting dirty, getting sweaty, or knocking? Yeah, Well, no.

Okay, not quiet. so if they reach out to us, we go to the property and then we develop a relationship. right? Where do you see AI interfering with that nowhere? nowhere I See AI enhancing that by being able to look at how Connor How do you spend your money now to get the lead? Direct Mail Outdoor Facebook Google What? How do you spend money? Facebook Google Yelp Wait, you are wasting an ungodly amount of money in those categories and of 80 cents on a dollar and 20 cents of the dollar is making all of it work for you. AI Scripts are going to be able to analyze that and understand which 20 cents are working and making you spend a dollar on that instead of 20 cents.

Would you say that plumbing is an Untouchable industry in regards to AI because you have to evaluate the problem and physically Yeah, yeah. I Don't think AI Robot I don't think robot plumbers are coming to take your business Exactly Yeah brother I Think that about most things. Yeah I This is why I want 20 hours of AI Even the question to me is like not silly, but like I'm because think about how you asked the question and how I changed it. Yeah, you said interfere and I jumped in naturally and said enhance.

You're thinking Terminator too. Yeah, exactly. And I'm thinking you're wasting money on your advertising that AI can make better. Got it right? So you're going super macro Fantasyland and I'm going to I want you to make more money in 2024, right? Appreciate that I appreciate it.

Thank you, You got it. And I just want to add to that question as somebody who works on AI for plumbing HVAC Industries that is actually one of the last things that AI can actually replace fundamentally because as smart as it is it's only trained on the internet's data, It literally cannot do this. What? I'm doing which is gripping an object with my hand say we only won teams and changing the tire? Yeah, it also isn't here yet serving us at restaurants like people use. Ai And they expand the definition into robots, right? We're talking about scripts that are analyzing the internet and things of that nature.

We're not talking about the for you By the way, back to me being in heaven in 900 years, robot plumbers are coming. If anyone doesn't think that's true, they just don't know how the world works. It just makes it just might be 212 years from now. My gut's telling me that most of you don't give a crap about it if it's like Griffin's not sweating if he knows it's 212 years from now.

you know what I mean. But like the world evolves like think about when the gun was invented. If you're the best swordsman in the world, you're like God damn it right? Right? Like, Like, you know if you if you own the most horses on Earth at one point not that long ago and it's our core transportation and then the car is invented just to remind everybody a hundred years ago, like you got caught. So Connor's lucky that the robot plumbers are not coming because it's 2024.

But Connor Griffin the fifth who's a Nepo trust fund baby might get caught. That's how it works. Yeah, Okay, Gary I'm sure you know that there's been a lot of consolidation in our industry, right? So you know nine ten figure businesses are happening happening all the time. Yes, most the top 100 markets are saturated.

Cost is going through the roof. Yep. so how does an independent, you know, use some guerrilla marketing tactics through that Great question? Okay, um, this is why I'm so passionate about what I do for a living. Some somebody asked me the uh many a long time ago like to really crystallize what I do for a living and I finally got to the answer.

As a matter of fact, it's probably going to be the title of the book I'm working on right now. What? I do for a living which is the answer to your question is if you're an independent and Lead costs are going up with the things that we know about, you have to be the best at day trading attention. So the thing that leads to a lead is having someone's attention to even know what you do to then call you to Plum or whatever else. So back to my point for for a little while ago about Tick Tock.

Four years ago, the answer would have been Tick Tock. It still might be for a lot of people if they're very extroverted and good at making videos. You've got to find a place where humans have attention where nobody else is doing it at a good enough cost for you to be able to get what you need out of it. So for example, back to the question I asked Connor for some Independence that might be door-to-door knocking, it might be long tail.

Google AdWords It might be starting a podcast to build brand awareness so that you can leverage it. So there are always things and tactics to be done in contemporary communication. This is still a huge white space to educate people in this sector. I Do think Tick Tock for the most creative and extroverted operators, here is an opportunity, but to find the diamond in a rough of like a independent plumber or HVAC person who also has Charisma for days on video, you're talking about a smaller percentage.

On the flip side, a lot of people really know their business. Back to: AI You can work with an AI component to write a incredible mini book that can be for free to show people how to do things at home or how to know who to hire for HVAC or how to avoid meeting a plumber because you can Five little things you can learn to do yourself that you don't need a plumber for. Now you're providing value for the audience which builds trust which makes me want to work with you even more because I can't do it because it's the sixth thing that I can't do so. back to day trading attention pre-roll YouTube Video ads will crush for this industry, but you have to be good at making the videos and know how to Target it and what Search terms.

So having craft in contemporary marketing is the only way for an independent because Rising costs. When I started running Google AdWords in 2000, everything was five and ten cents a click. There are people to your point. A lot of this started the consolidation.

Pe's interest was there were better operators in this sector using Google AdWords in the mid-2000s to build up their business because they were competing with a lot of locals as you know who were doing direct mail and outdoor and Google was converting it at 30 40 50 cents when everybody else. So there's always an Arbitrage the one I gave like for sure. LinkedIn is a massive Arbitrage for the high ticket items people in the room, even for the day-to-day items. So it's about finding the communication.

Arbitrage yo Gary What's up dude, it's a pleasure how are you doing today? I'm well, good bro. So um, first of all, it's insane to see in person. I Actually don't come to this country a lot so it's super surreal. Thank you! Normally I'd have a thousand questions for you, but um today I actually don't have any questions I just want to say thank you because you've helped me make millions.

but at the same time you've given me perspective to know that nothing really matters. So I live my life to the best and to the fullest and you've had a massive positive play. So thank you bro, thank you brother, thank you. It's very nice.

don't know how to follow that. it's very nice. Thank you brother. But Jab Jab Right Hook Man dang that changed literally our business.

We've been doing these Community videos where we'll we'll actually highlight specific people in the community and I want to know what what do you do to take it to the next level because it's funny you said that. The book I just mentioned day trading attention was six months ago in my mind called Jab Jab Jab Left Hook Oh left. So I wrote a book called Jab Jab Jab Right Hook and the premise was with your social media content. Give give give like I was talking about five ways to not hire a plumber and on the last on the fifth post, really ask so find a balance with your content.

One of the reasons so many of your companies are not as effective as they can be in Social is every post is selfish. Yep, hire us where the it's at. It's all ads but social. It doesn't cost you a lot to make these ads so why not put out more value and and then occasionally ask? So I called that Jab Jab Jab Right Hook.

The world that I wrote Jab Jab Jab right Hook for didn't have Tick Tock didn't have LinkedIn had a different Twitter had a different Facebook So I feel like it's time for me to write a new version. So I was I've been writing for the last year. Jab Jab Jab left hook. The problem is I've gotten so nerdy with it.

it's like a Bible it's way deeper that it's like I almost feel weak like I'm almost bored by my own book because it's really deep and so I've decided to Rebrand it to day trading attention because I think it's a more overall book than even what I wrote with Jab Jab Jabri hook. So the answer to your question of like how to follow it up is for like 14 on Amazon you'll be able to know all the answers. Just like 10 years ago I'm almost done with it. They'll be out in the spring.

Appreciate it And the good news is you know you can pirate the book on the internet. You and I both know that. Yeah yeah, I don't need the 14. I get a dollar of the 14 bucks.

but like make sure you read it. hey man, appreciate it David do you know my name I do thank you I was like how do you know um so David um Trio Heating and air. You know we've grown as our business really really fast in the last 18 months and but yeah we've grown our business really since in the last 18 months. and one of the things that I'm trying not to lose sight of is the company culture.

yes and I'm I'm really aware. You know that the 50 people that we have right now are going to build the culture for the next 500 people that are going to come in. And so one of the questions that I wanted to ask is what are maybe one or two actionable things that we can do Um, you know, going back to our businesses not to lose sight of this and make sure we're actually you know doing something to to improve the company culture. And if it is something that you and your business is, you know you have a way to measure it.

Yeah, you know when it's working I do I do measure it I know how it's working. So David First of all, thank you for asking that question. A company called Vaynerx. It's a holding company.

There's eight companies, Vaynermedia being the first and the biggest. I have 2 000 employees globally. When I hear someone come up here and talk about culture at 50 employees, it motivates me to no end because I'm happy for you because you're a young dude and you're and the first hundred dictate everything. I do have a way to measure culture.

It's called retention. How long do people stay at your company right? In my industry advertising agencies, it's like two and a half years average and we're like at eight and a half years average. And we're only 14 years old, so we haven't even had that much time to have that kind of average. So I know we're winning, which is a which, especially with if you had hyper growth in 18 months.

50 feels like a lot. How old's the company? Um, two years right? So 50 feels like a lot A lot because two seconds ago you were six and nine and thirteen. But at 50 and this is super important at 50, the biggest mistake people do is they don't spend one-on-one time with the 50. the number one way to build a great culture is to spend one-on-one time with your employees.

And here's a key part of the sentence: make them feel safe, tell you the truth of what's going well and what's not, and for you to figure out what makes them tick. I have employees that are tick on job title because they're insecure and they want to be a VP I've got people that their core and only motivation is money very common We we all know that some is work-life balance, some as most are a mix of all three with different percentages in different way and I can look at an org chart right now with you. If we flew back together and I put 2 000 faces and names on a screen, you would hit the ground in shock. How many I could speak to in detail of what makes them tick on those three categories right? And I'm at 2 400 in Asia So you can imagine how good I feel for you I'm like bro, it's only 50.

spend the rest of this year and it's be. Here's how and I want everybody to hear this. Everybody here me included who's obsessed with what I'm about to say. Everyone here wastes multiple hours every day on dumb all of us.

and I'm down to like 53 meetings at 15 minutes of pop and I'm like talk to my admins I'm like in 2024 we got to go to seven minute meetings. The amount of one-hour meetings this series of a group is having that are actually 30 minute meetings and you're just filling it in with small talk and like dragging it out and pontificating at the end is profound. If you at your level, analyze your one-hour meetings, make a bunch of them 30. you've just created two 15-minute slots to check in and shoot the and really get to know those 50.

at night you take four real winners of you know who the 16 of those 50 are and you take six of them for dinner. You just start really committing like a parent to time with those 50. That tactic time allocation to make them feel safe to tell the truth. You stink at this.

They don't have to be right, you just want to make them feel safe to tell you the truth of what their Ambitions are What makes them ticked. You have to be prepared for that to change. A 25 year old might want money, but at 32 seven years from now they might want work life balance because they just had their first child. So that's the framework you need to create.

Amazing Amazing guys! We have 10 more minutes for questions so if you want to ask your question, make sure you get up in there because we only have like 10 minutes. You will be stuck. What happens? I Also didn't want to get out of bed is my bills somehow managed to lose I went to your jets tough morning. Thank you for making me tiny bit feel better.

Terrible day. Yeah uh. unlike Josh Allen I'm gonna pull an audible on my question here. Uh so I don't know if you heard of Selena Barnes by chance of course I live in New Jersey in New York My whole life Sure so well.

so they're from Buffalo that's my Uncle Celino. Amazing. Uh, we are. We're really well known in Buffalo and I think a lot has to do with that.

Um, we are planning to to go East throughout the state. Um, do you think from a brand perspective that that there's an advantage there? Of course, how much? Well, there's awareness advantages right? There's an awareness Like when I hear Selena burns like I know what that is? That's huge. That's gonna make me click on an ad or convert at a higher ratio. That's why you build Brands So I think it could be quite significant, but at some level that doesn't even matter.

That's like, you know what that's like. I'm gonna give you a good analogy using sports that I think will resonate with a lot of people. That's like being born with athletic ability, hand-eye coordination, athleticism, size, and speed need. Most of those people never are good at sports, so like you've got an advantage, but you're still gonna have to execute.

You're just gonna get more out of your work because there's a brand. You're going to extract more value than a lot of us that have to start from a zero brand. Okay, you understand you're still gonna have to outflank everybody on whatever you do. You're gonna have the billboard buying the billboard creative.

The Remnant TV spot the actual 30 second video buying Google AdWords better, but also the copy underneath the headline. It's not only buying the attention properly, it's filling it with the right creative to get people compelled to buy the stuff we all want to sell. You're just going to convert better than us because the brand is known. If you're me, Would you leverage that with Pi with what my friend going private Equity Is this something I should consider leveraging? Yeah.

I Mean look at all again. This goes back to an earlier question of like private Equity you know VCS Uh, Debt Credit lines. Any financial instruments for all of us has to be predicated on where we're at. What scares me about that question is: I don't think there's any right answer I Think you have to have a right answer for yourself I think too many people sell their businesses too early I think too many people raise Capital too early I think too many people that are old school don't leverage Capital early enough I mean I can show you 47 different versions of this I think you got to know yourself and where you're at.

It depends on your patience I mean I thought I was gonna I I as I sit here today think I'm going to buy the New York Jets they're seven billion dollars 34 years old I was still working my dad's liquor store making ninety thousand dollars a year. One could call me delusional easily I would respect that but I knew what I was doing I knew that I wanted to give back to my parents I knew that I was honing my skills and I knew how I was going to play out or at least I thought at the time my late 30s, 40s, 50s, 60s and 70s and then make a run at it in my 80s. in my mid-40s starting to get to my late 40s I'm on track. but when I started Vaynermedia which again now is a 400 million dollar a year business that I started from scratch I was already known a little bit because of my Twitter and because of my wine stuff I could have raised Capital but I did it instead I was willing to eat crap and work out of a conference room of another company because I didn't want to I didn't need to prove to anybody I had my own office and that allowed me to keep the equity in my company instead of giving some of it up I didn't need a fancy chair I didn't need to fly first class I Ate for four years to keep my Equity Guess what? That was a really good idea I Don't know you well enough to know which way you should go.

So I think that's why that's a tough question. Awesome! Thank you and we have time for like two more questions. So two more questions. You guys like the eating one, huh? Sean Yes, thank you for being here Gary This is great.

Thank you, appreciate it I Have a quick tactical question yes for this industry, yes for posting on social platforms Yes, how would you think about The Balancing Act between frequency and quality I Don't think quantity is at the direct conflict of quality. Okay, and I love you for asking this question because it is probably the biggest thing that I've advocated it for. That has been confusing to a lot of marketing people because we all default into that, right? Uh, here is good at cooking. Raise your Hand Great.

My intuition is that the people that just raised their hands if they were required to make 53 meals this week, that all of them would be better than my one meal because they have talent and practice and so they can do it. So what's happening is we 've demonized quantity sometimes to Quality because it's a saying in our minds, but it's incredibly not true in Social I put out 36 pieces of content a day across seven different platforms Now for the first seven years of my career making content I did all of it myself today on my personal brand I have 20 full-time employees doing that right. But I can tell you right now, especially with AI coming I could put out a thousand pieces of content right now. That's all I can afford to do.

But in the world that we live in dizziness, people not seeing most things, you're not flooding anyone. Most of the content's not being seen by your target. So the way I think about it is as much as you can afford, but actually knowing what good is right? So getting good at the craft of the written words of the audio of the video of the pictures. got it? Thank you.

You're welcome. Thank you sir. Final question so make it good I was thinking too okay I won't be long-winded bed my mine's gonna be oh that was loud. Uh, mine's gonna be real quick my friend's gonna be Uncle Ben's you can call me that too um I just want to say thank you Um I'm somebody who's surrounded with a lot of people who are just phenomenally amazing at what they do and uh, just blow to the park consistently And there's been a lot of times where I felt like I don't live up to that or I'm not where I should be or whatever and there's been so many days where I felt like I couldn't even get out of bed and your videos were the thing that really helped me just feel like I'm exactly where I need to be and I'm doing what I need to do and I just you know want to say I'm I'm forever grateful to you for that like thank you I also have something for you thank you thank you so much I'm very humbled.

so Gary I want to kind of bring this all together. Please for everybody here today, bring it home! Brian 2011 You and I spoke in Oslo at Goldthag and with our friends. Chris Brogan Marie Smith and all that Yes. And one of the things you stressed there was about scaling.

Caring? Yes, scaling the unscalable and scary. No caring, caring for people, right? Like we just said to that, gentlemen, and here's the main point. You were saying that a dozen years ago and most people didn't act on it. Yes, we've got about 150 people here who heard you tonight.

Yes, Tell them specifically some of the things you would do today with AI Scale that caring for them. Thank you Brad Look I think you all heard me talking about what I would do internally with 50 employees I'll give you one back to Scaling Caring. Thank you brother. At the time, what Brian's referencing was a book I wrote is it's called the thank you Economy and it talks about scaling caring and scaling unscalable things.

So I'll give you an example. Everybody here can decide after they hear what I'm about to say do the following: When you go home, start the process of reaching out to Prior customers people that have already paid you for the thing and call email or text. likely email in order. Email call text is my gut based on prior customers and literally reach out to them and thank them for working with you in the past and check in to see how it's been going.

When I say the intent of that is just that because humans are animals and we can sense things. and if you go into the intent of just doing that just for the sake of saying thank you, caring and hope everything's going well, Remarkable things are gonna happen. One, you are gonna feel good. This goes back to your day and cut out an hour and a half of dumb things.

Spend an hour internally and maybe spend 30 minutes on scaling caring. Two, when you hang up or when it's obvious that the intent of your Outreach was just to check in, that person on the other side is going to be so confused because it's such a rare Act that consciously or subconsciously they will recommend you to a friend or relative in the next year because it is a unfortunately rare act to just do something that nice without any strings attached. I Couldn't recommend it enough. and because even without AI most of you have that data in a computer somewhere, it is absolutely something you could access.

and I think it has a profound impact and and again, especially for the people here that don't know me in any shape or form. For us to take seven or eight questions and for two of them to be young men who just wanted to come up here and say thank you nothing else, That's all it was. You saw it I saw it I'm very humbled. That's because tenth of 90 of the content I put out in the world is to just leave a positive mark on the world the way my parents left the positive mark on me and ten percent of it is by my dad's wine.

Check out my agency and and I think there's something there there and I will continue to scream it from the top of my Mountains for the rest of my career. And I really appreciate being with all of you this afternoon. Thank you Gary Everybody give it up for Gary man that was awesome! Thank you thank you so much Thank you this way.