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  • - What up blog, hope everyone's doing super well.

  • This is a keynote that I gave in Singapore

  • that really struck.

  • There's a bunch of stuff in management and running

  • operations, a lot of my stuff is for early entrepreneurs.

  • I think for everybody who is running a business

  • with several employees or seven figures in revenue

  • are gonna get a lot out of this one.

  • So, I hope you enjoy it,

  • and I hope you like my sweater.

  • We're unstoppable

  • - I'm really excited to be here, thank you so much.

  • So, we have a lot of time together, which is amazing,

  • and so, I will take full advantage of that,

  • and to be very honest, I wanna get into the Q and A part

  • and start throwing this out to you guys to ask questions,

  • so I'm gonna try to get to that as quickly as possible,

  • because I think, for me, when I speak,

  • and what I think has allowed me to have a nice

  • speaking career is I'm obsessed with bringing in

  • as much value to the audience as possible.

  • My origin story of Belarus and lemonade stands

  • and baseball cards is something that you can see

  • on YouTube over and over and over again,

  • and as I continue through my career of speaking,

  • I wanna do less of that, and to be very frank,

  • the reason I wrote a book called AskGaryVee

  • is it's my great ambition to build enough brand

  • where I could come to an environment like this

  • and just go right into Q and A,

  • because at the end of the day,

  • I think that's where the biggest value

  • happens in a keynote, and so, what I'll do,

  • because I'm gonna assume some of you and many

  • of you may not know who I am.

  • I'll try to at least deliver on the promise

  • of giving a keynote, but please rest assured that

  • I'm ready to go into Q and A as soon as you guys are.

  • So, look, I think the thing that,

  • regardless if you're a B2B or B2C marketer,

  • regardless if you're starting on your first day

  • or you've got a $100 million company,

  • I think the thing that will really be important

  • for us to chat about first is

  • the thing that we're all connected by,

  • which is my obsession with attention.

  • Right, before you can tell me how great your product is

  • or how charismatic you are,

  • or why you're so right about what you have

  • to say to the world, whether as a person or as a business,

  • you have to get the person's attention to tell your story.

  • To me, this is the most fascinating thing

  • that's happening right now in our society,

  • is that attention has never been more

  • changing, has never been harder to grasp,

  • I think for a lot of us that have been in business

  • for a long time it's very difficult to grab the current

  • changing landscape of attention at the speed

  • of which it changes.

  • I spend eight, 10, 12, 15 hours a day

  • trying to audit and understand attention,

  • and even for me, there's so many things still happening

  • that I haven't been able to completely grab my hands on,

  • whether it's the depth of eSports,

  • arbitrage as a cultural phenomenon,

  • whether it's the blockchain,

  • whether it's all the opportunity within AI and ML,

  • whether it's the emerging AR infrastructure

  • in the Apple updates and Google infrastructure,

  • whether it's voice, which I speak a lot about right now,

  • on the Alexa, Google, and Apple fronts,

  • we're talking about a very different world

  • than our grandparents and parents grew up in

  • as businessmen and women, and more importantly,

  • as marketers and executors and most importantly,

  • as actual practitioners of the craft.

  • I think the thing that fascinates me the most

  • is how many people in here, I mean, to me,

  • when I think about how many of you flew to be here

  • or are here to see me speak,

  • we, including myself, we're so much further ahead

  • in understanding these things because of our interest in it,

  • regardless of your success at this point in it.

  • If you're sitting in this conference,

  • your intuition or curiosity or execution

  • around the modern day attention graph

  • and the opportunities within it is so much further

  • accelerated than the 99%,

  • and to me, that's super interesting to me,

  • that we have such an incredible opportunity in front

  • of us to trade on this opportunity,

  • and so, my question becomes,

  • how much of what you believe and know about this moment

  • is around you reading or consuming content,

  • and how much of it is that you're

  • actually executing within it?

  • If I can do anything to start this keynote off with,

  • if I can lead with anything,

  • if I can impact you in any shape or form

  • to have one action item,

  • it would be for you to start doing more of the thing.

  • Let me explain.

  • There's a lot of people in this room who understand

  • the concept of KOLs or Facebook ads,

  • but yet, I don't think enough are actually

  • executing within those environments.

  • You know, it's unbelievable how many of you have opinions

  • on these ad products and platforms,

  • yet aren't spending and executing yourself.

  • I think the thing that I spend so much time on

  • is I produce content and do social media,

  • because I wanna stay a practitioner.

  • I think of it as being a mason or a carpenter

  • versus being an architect.

  • If you look at that industry,

  • a lot of architects grow up getting their hands dirty,

  • and over time, they get separated too much from the work,

  • where they lose a pulse on the reality

  • of the current infrastructure.

  • I'm fascinated by that.

  • That is the thing that I try to stay grounded in.

  • If I can get everybody here to make one more ad,

  • to create one more piece of content,

  • to A/B test six different headlines on the same picture

  • in a Facebook, Instagram, WeChat environment.

  • These are very important variables that

  • not enough of us are talking about.

  • And so, at the most high level,

  • I would hope to inspire people to become practitioners

  • instead of pontificators in the craft of the opportunity.

  • There is only one reason I stand up here at this keynote

  • and have people wanna hear what I have to say.

  • It's because no matter what has been happening to me,

  • I've not lost my pulse on the craft of what I do.

  • How many people here have been following me

  • for longer than

  • a year?

  • So, one more time, hands, I just wanna see.

  • Great, almost all of you.

  • Most of you, 60, 70% of you.

  • I'm a simple dude.

  • I basically only believe in 10 or 12 things,

  • and I pump out an obnoxious amount of content,

  • which means that over the course of a year,

  • you're gonna pretty much grasp what my pillars are.

  • I think the only thing that allows me

  • the luxury of keeping your attention over the long haul

  • is my ability to stay relevant

  • to where the opportunities are.

  • The only reason after a year or two

  • that it's worth your time to give to me versus

  • something else, it's because I've had a good career

  • for 20 years of having enough intuition

  • on what consumers are gonna do, but way more importantly,

  • I don't talk about Alexa skills and briefings,

  • I make an Alexa skill and briefing

  • so that I understand it,

  • and I would tell you, there's a huge lesson in that.

  • I think a lot of people,

  • especially if they get a level of success,

  • start getting too far away from the craft,

  • and you start building around the raising the capital,

  • the exiting of the company, the writing of the book,

  • you know, the speaking on the keynote,

  • you just get away from the work,

  • and I would argue that it's never been more important

  • to stay on top of the work,

  • because every day it's changing, right?

  • To me, I'm running late this morning to our first meetings,

  • and I quickly go on Instagram Live

  • because they just created a new update

  • where it allows you to bring people into your

  • Livestream that are watching you,

  • and I did not feel comfortable being here today

  • without trying and tasting it and understanding

  • the functionality in case one of you asked

  • me a question about it.

  • I mean, it's an important insight.

  • It's an important insight,

  • and it is the absolute opportunity,

  • because when you think about the way I think about it,

  • I talk about day trading attention,

  • and when you talk about day trading attention,

  • I'm not a Wall Street guy, I'm not a capitals guy,

  • but I understand the difference between

  • day trading and putting something into a mutual fund

  • and watching it grow, right?

  • There's a very different speed,

  • there's a very different understanding,

  • and that's how I think about it.

  • My sign now says day trading attention.

  • A year ago it used to say marketing

  • in the year that we live in.

  • Why did I change it from marketing in the year

  • that we live in to day trading attention,

  • it was because I realized, oh my God,

  • everything we're about to talk about

  • is happening even faster,

  • that even if you believe in something for that year,

  • within that year, it's changing too much,

  • influencer marketing, and Facebook, and YouTube,

  • and Twitter, and LINE, and WeChat,

  • this stuff is changing too fast

  • and we are not keeping up with the subtle features,

  • because if you really understand this,

  • you know, you look at something like Instagram Stories

  • or Facebook Watch or all these subtleties,

  • in those little sub-arbitrages, polling,

  • in an Instagram, in those little features,

  • in those little updates are oftentimes the marginal

  • opportunity that is the biggest difference between

  • growing your business and not.

  • And so, it's exhausting and it's difficult,

  • but I have one very important statement around this

  • for everybody, tough luck.

  • You know, no matter how we want it, listen,

  • I wish that we never evolved from email.

  • In 1996, I had 90% open rates on my email newsletter.

  • I was crushing it, life was good.

  • I had figured out email.

  • Then in the early 2000s, I figured out Google AdWords.

  • I wish that never changed, I figured it out.

  • I won on that, then YouTube came out.

  • I had one of the first long form shows on YouTube in 2006.

  • I figured it out.

  • I liked it, I wish Twitter didn't come along, but it did,

  • and then I spent 15 hours a day tweeting all of you,

  • and then I grew into one of the most followed people

  • on Twitter, and then Facebook evolved.

  • And, like, Instagram came up, and Snapchat came.

  • Like, this is a never ending game of attention,

  • distribution, and arbitrage,

  • and so I think the biggest thing you need to understand is

  • the best product will always win if people know about it.

  • Right, and so, I think the thing that I spend

  • a lot of time on is I'm a marketer, I like to market,

  • I understand marketing, I'm a business builder,

  • I've built businesses.

  • I think there's an incredible, interesting,

  • kind of graph between the quality of your product

  • and how many people know about it.

  • So, for example, if you're a great marketer,

  • and you listen to everything that I say,

  • and you get a lot of attention,

  • and your business isn't working,

  • a lot of times it happens to do with your products sucking.

  • We don't spend enough time talking about the product

  • or service you're selling, you know?

  • So, please, if you're sitting in the audience

  • and you're looking for the magic pill,

  • or if you think that you're gonna be able

  • to siphon some information that's gonna allow you

  • to play in the edges of the arbitrage of opportunity,

  • please make sure you're looking at your product