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How to Build Your Brand, Think Bigger and Develop Self Awareness — Gary Vaynerchuk Interview



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what's up influencers here with a very special guest Gary Vaynerchuk thank you so

much thrill to be here this has we've been interacting for a very very very long time very long time

Gary Vaynerchuk for those of you that might not know started on Wine library TV has a youtuber help

build his family's business from 3 to 60 million as if that wasn't enough started

VeynerMedia which that's where we're at right now

and is a New York Times bestselling author just wrote his fourth book ask

Gary Vee go check it out and great speaker thank you so much thank for having me here you thank you you know do

you ever use that title youtuber I don't only because I mean a crucial mistake

everybody well you know it's tough because the people I did it with are

amazing but I started wine library tv in 2006 February 2006 almost 2005 as i started a

YouTube show wine show made me quite internet famous but I moved from YouTube

to viddler they're there was a lot of start up at the time and viddler made a very

lucrative opportunity for me where i owned a nice piece of the company and I made a

businessman decision I had a lot of other things going on for me on Twitter and

other places so I felt like I could give up the branding of what YouTube was

gonna bring but no question one of the bigger mistakes I mean when I think back

to starting the Ask Gary Vee show only you know 18 months ago and now we having 40,000

subscribers in a world where on viddler i had 400,000 viewers I left a wine library tv i left a lot

the table you know if I don't make that move no question in my Wikipedia in my

career I could have probably been considered one of the first ever youtubers

i was but I left too soon I left YouTube by 2007 oh yeah so I mean I do

think of myself that way YouTube and Twitter changed my life I'm so

pumped that so many people followed my book and became a huge YouTubers it's

mainly about YouTube and Twitter

but I don't take credit for because my actions moved away from it

well you know you should take credit for the hustle because you came back in your

your name is huge and maybe even more so in a specific I wanna say niche but

really in the industry

right digital marketing online media social media can you talk about that because

you one thing that people get hung up on are subscribers and views

don't get me wrong your subscribers are really amazing you got great fans but

when you're going and I'll get right to the punch line I don't first of all I'm not even sure how many subscribers on YouTube

by half of my intuition is it's under 200,000 I know that to be fact so I

built my brand as a thought leader as an executor as an investor in this

digital arena and even a 1.2 million followers on Twitter and I've some nice

size following and other places none of my following count is even remotely

close to the financial impact I have so I get paid millions of dollars in

advances to write books this company is a hundred million dollar a year business

it's helping my family wine businesses there's a bunch of wine here by by leaps and bounds

and so you're right and I know that a lot of you make ad revenue and lots

seven figures on ad revenue from YouTube other things of that nature but I've

gone down the path of having influence on the cover business magazines

television

it's truly 360 I've made my money not by the arbitrage of the ad revenue for some of the product

placement I've got about it by going out building businesses on the platform so

most of my behaivor for example if i was worry about subscribers im gonna get a little bit of time to do it if

I was worried about subscribers I would spend a year going and doing

collaborations like I have permission because my relationships and I have a

lot of them I can easily get to spend time with YouTube I spend time with Google

Facebook and I'm not worried about that though I don't say that you don't have

it's the path I choose

but I do think that when you think bigger and not just the next subscriber

or the or the next product placement or how much ad revenue you do open up your

opportunity to much bigger things if you've got the capabilities like I had

as a business person with some people what your capability is is being a

creative and I do think ecosystem YouTube another platform is great for those

people 'cause they're doing the business sense things that I do as a businessman

absolutely I think the one thing that my wife Judy and myself learned the most

from you is about engagement the community so can you talk about that

because regardless of all that it's how close your fans feel to you and tell us

about that and why Depth versus Width you know I sold 200,000 copies of my book the first week

there's a lot of people came out with bigger audiences bigger stars and they

didn't because people actually care about me as you know what I talked a lot about

in Crush it and I followed up a book two years later called the thank you economy I

don't think there's anything else besides the people on the other side

these cameras you know if they care about you then you win and I and I look

at things like the grateful dead or the rolling stones or fish like that on the

biggest bands but they have fans that travelers and care the most die hearts WWF

wrestling like if you look at economics and business my friends

you know you could have one subscriber that Oprah Winfrey and that impact of that

suscriber can make you so much more

bring you so much more whatever you were going for and so I think community

engagement and actually acknowledging people leaving comments and replying

I mean i was up with snapchat 'till 1 o'clock in the morning last night just replying using the new

features replying I think it's imperative I I would never take that for

granted I think if your digital influencer or someone that's

building a little bit of mojo the number one thing you can do is thank the people

that leave a comment I spent a lot of time in my Instagram comments right now

Judy after she read your book she literally was up till two or three in the morning

responding to comments that's why people like her twitting especially during a time when Twitter was like

the thing I i know i mean you're you're singing to the choir here

and I mean we just we feel this and we believe it so thank you so much for that and it works

and what I noticed from you guys from far as I paid attention I haven't gone away in a long time in this point and you guys havent gone away from

it and too many people get a little base and make stop because it becomes

overwhelming look there was a time when I responded to every single tweet in

2008 to 2011 not to me till two in the morning to see how many people I meet

that say they're like Oh yeah i've been DM or they reply to me and I was able to now because of

Instagram and snapchat and Twitter and Facebook comments and YouTube and the

podcast I can't get to them all I'm one human I don't want somebody else to do

it but I do think that I think it's achievable

thank you Mike nice health and fitness totally lean and mean do you want to take a

break no no and you know a lot of people want to build their influence right where

they are and it happened maybe they're a business person and what advice do you

have for people wanting to start utilizing online video to be able to build a

passion into a business or lifestyle first you have to understand and i've seen your guys

stuff you guys actually have she had the ability to do it it's ok if you're not good in front of

the camera believe or not im throwing you on a cripple you don't have to do video

you have to find your medium so for example voice is really interesting to me a lot of

you watching right now we're meant to be radio stars not television stars between

anchor and SoundCloud and smart technology to podcasts there's so much

for so many of you that are shy I see the camera and i want to a i wanna eat it I wanna be in it I love it but for so many this is the right place for

them to be and so I would say that before I give you advice on what to do

on video you decide if video is the right medium for you

for example some of your incredible writers and the blog and medium dot com

ironically and other things that could be the right thing for you but if video is

right if you feel comfortable or you wanna climb that mountain ship away get

better at it I don't think there's any bigger better medium absolutely for

people wanting to get into this they decide this is what they want to do or

current youtubers are online video influencers what what do you see happening as some

of the biggest opportunities both now and in the future

snapchat and musical.ly for everybody who's watching it was very important you

gotta start creating content gotta build a presence number two a lot of you are missing this and i talk to

alot of people on snapchat on vine on Instagram and on YouTube and a lot of

people I know a lot of you don't know who i am but for those that do just like you like you a lot people come to me for

advice because they know that I can 360 their business not just what they're

doing

there's a misunderstanding I'm really glad we get this moment on the show

thinking about who's probably watching this is the world

graduate Hollywood you graduate the television guys this is the television

the television is radio and its 1965 that's what makes you human human yes but it's

weird the world going where people are going to consume and so too many people

become big on YouTube and want to go to Hollywood without realizing they're

Hollywood and hollywood needs to come to them and so you need to take back to

leveraging realize you're on the right side of history if you plan on doing

this for the next 48 to 72 months for 4 to 6 years right then to stay in this device

but win in all the channels if you think the way I do this is the television it's nineteen sixties

and YouTube Instagram snapchat and Facebook

ABC NBC CBS and if you become a star on all those networks well then you will win

one of the things that you talk about specialy recently is self awareness which is a

perfect time to talk about finding your passion but being self-aware and how

important that is to find their passion

and making the decision on moving forward and how to do that look i mean I

wish that I could win on my looks but I don't right like we have to know we're gonna win on it

and too many people want to be a pop singer comedian or a pretty face model

and it's just not who they are and to many of you are leaving enormous upside

on the table by trying to force a narrative that's romantic in your mind

versus what you actually I have can do so many more things to build up my

following but it's not who I am I know that we used to get more followers to get

more people to know who I am

but I'm a businessman that happens to like understand content a little bit so I'm never going to be followed

by the most but I'm also that means not going to sell things I don't follow

all the other entrepreneurs on Instagram they're selling watches and cash on bed and

models and bottles and private planes and I don't sell that because I don't

want to get the cheap followers for cheap engagement and so when you really

are self-aware when you really know who you are what it allows you to do to

stay in your ways not do other things I can't produce the kind of videos that my

buddy Casey can like it's just not Who I am and so you stay in my daily vlog just

one exhausting episode of me hustling 24 hours a day but eventually that's gonna ge repetitive but i dont care thats my

reality my reality is i'm a workaholic who has some talents but want to show people

that if you work really hard if you want it then we should get the most out of

yourself

not that you are gonna make a billion if you work hard but the most of yourself so i think self awareness is imperative it's

why I put it in the new book

absolutely youtubers traditionally that means youtubers like myself or my wife have

always been like a one-man band which there's nothing wrong with that but one

thing that you've been able to do successfully is created team around you

to be even more successful arguably if you were by yourself can you talk about

how important is if you're trying to grow a business for you already are

business how to create a team to achieve your goals

way too many of you

actually have something going for yourselfs right now are taking the money and buying stuff

instead of hiring employees and building your business so if are knock on wood so you're so lucky

that you make over $100,000 a year which is amazing you could go hire somebody

for 35 young person who can afford another old cliche somebody that can

afford 35 that's amazing camera person

or an amazing editor and take your game up but what happens is young and just not

experienced business people are likely wait a minute i made 100 let me I take that home and I'm

gonna buy this new picture or this new watch or this new car and you're not investing

your business whereas if you took that thirty five 65 home and the other 35

next to are going to make 210 instead of 135 would get you a D rock right 100% right there is an

enormous amount of young talented video editing talent out there that is coming

out of school but instead of getting dumped some job they don't want would

love to go work and one man and one woman shop video editing production for

a youtuber that then helps scale the youtuber because when i was wine library tv it was me and my camera guy Moud

we just sat and people thought it was my Mom because i was like Moud let's edit and people were like your mom films you 'cause it sounds like mom but he was like an IT guy with a $200 Canon there was no

editting and any of you have seen it you know you just film it ripped it and posted there was no editing with

with D rock now with Gary Vee there's real editing and music and this is a whole different game

a whole different so I loved what you said about hiring somebody right out of

school

on my food channel benjimanTV I was editing i was a one man band for ever right I put out onto my youtube

channel hey I would like to work with the videographer someone that edits

right

seventeen year old kid out of high school was the best person in the last

two years he's been putting out content on my channel that kicks my content ass like

literally

the best stuff seventeen years old right and also I wanted to piggy-bag on that

because you talk about this as well they will love the opportunity to mentor

under someone like yourself or to like

learn about you know this new venture or this are you kidding that guy Mike that walked in here my

next help person I'm gonna charge them because his online business exploted under my watch as paying him to

be my heath coach for sure there's so many ways to change value with people

right there's money there's opportunity there's mentorship as long as two people

it's like any relationship I'm sure the way you like it you live you guys like I'm

sure there's friends or acquaintances that can judge from of afar is very different

its not the traditional way specially in Seattle were is not like common of course like I would never tell

somebody how to act in their work-life balance in your relationship or how to

raise their kids and that's how it did business relationships if somebody wants

to go work for free because they just wanna have fun and they come from a

wealthy background god bless I know that or if somebody want to get older people

who knows but there's always somebody on the other side of the camera that you

can talk to there's a line of ten or fifteen people that are willing to add

it will become their snapchat person or be the designer for the snapchat filters

for that person there's just so much amazing talent out there that's one ask

away from your next YouTube video that can bring enormous people to you so this

next question actually comes from a viewer that actually you may or may not

know Alejandro Reyes yes and he's from the Seattle area and he sent this question to me in the city says and this is what he says

Gary since you're the master storyteller how much of someone's story they share

online should be aspirational I think you buying the Jets that's that's a

story that you've been talking about for several years

your audience myself included can't wait to be a part of your story when you make it happen

a great question look I think I think more than aspirational it has to be real

the fact that my sixth-grade classmates can come on Facebook as i've seen recently and say he was

saying this since 6th grade that's more important than if it was aspirational no

more important than you can change the world or buy a sports team or whatever your

ambition is is it's going to be true

Yeah absolute and then I think truth trumps everything and I think what's really

worked for me is there's no hyper growth you know I know in seventeen years I'm

gonna make a video I'm virtual reality and contact lenses that gonna go my most

viral moment and put me on the map

overnight like Obama gave his talk at the you know and that propelled into

these moments right a viral moment and I know i have it in me and I know exactly what happened

in seventeen years when 96% of America discovers me like overnight success that

happen overnight yeah but it's been 40 years in the making and so I think truth is what allows that like for

example we are sitting here today this creates some awareness we cannot be we will not be

sitting here today if I was full of crap and not a good guy you should inspire

you and good things come came from it but if you DM to me and said this is

what happened or interact back and forth more or i would of say buzz off im bussy

no i wouldnt have even tried correct and so I think the truth is the truth is the truth and so I

recommend everybody watching a couple things one be patient

patients with your life is long whether you're 18 32 or 71 you've got more time than you think you just do I

think number two is make pretend your whole life is being on the record every one of my

actions i made

pretend all this is happening even when I know it's not happening because that

person go tell somebody and that becomes a reputation and number three

the truth is the truth don't make up stuff I've been yelling a lot of kids

saying I'm a business coach or I'm this this when you're not I don't think I don't

force my aspiration I've always been ambitious

I don't think the funk and say that I know stuff I I stay in my lane and I

think stay in your lane is very very important so if you guys don't know are

ready if you follow me on Instagram or Twitter or even snapchat you know I've

been praising his last book Ask Gary Vee we're gonna put the link down below and this is just

something I've been told Gary he's not sponsoring this or anything he even

request we're gonna be giving away 25 books that's awesome so put it up put a comment down

below

we're gonna get it into your hands but regardless if you don't even wanna wait

to win go to the link below get the book I'm telling you Judy and I lives changed after

Gary's first book this is his fourth book so just getting better right

anything you want to leave the audience with one life one the greatest thing

that I'm scared of his regret as I meet people that are older and older and

older and I spent a lot of time with a 90 year old's there was talk about the

things they didn't do we are living through the greatest year era and we are also

lucky that we have the internet for distribution to YouTube snapchats of the

world take advantage of them put it all on the field

what's up guys it's Gary Vee at Vayner Media you know this man just wanted to say what's up wishing you guys all the best humbled and the impact

it had on him go buy his book and I'm wishing you guys the 2016 of all time and musical.ly check it ps I'm not involved

in musical.ly yet im trying to invest

i'm saying it because I want to be historically corrected if you have a six to thirteen year old living in your world you know exactly why

do you do anything before your shows snapchat you mean put anything before i am .. no up no to get pumped up no i stay pumped up 24/7