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Shonduras on Trusting Business Partners, Flipping Products, & Scaling Your Brand | #AskGaryVee 294

25 ideas de marketing sacadas de «Shonduras on Trusting Business Partners, Flipping Products, & Scaling Your Brand | #AskGaryVee 294», de GaryVee. Sobre…

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El truco de la comida: conversaciones de cinco minutos y salida limpia

Canales de adquisición

Su metodo para trabajar una sala: hablar con todos los que puede, cinco minutos por persona, escuchando de verdad y sin el telefono en la mano, hasta entender quien es esa persona. Para cerrar sin incomodidad usa siempre la misma excusa: preguntar si hay comida o bebida por ahi y decir que va a buscarla. Nunca llega a buscar nada; salta a la siguiente conversacion. Lo que evita es quedarse treinta minutos atrapado…

right thing to do yeah you guys want to know a cheat code for that I've been using this for years and it works yeah I already use it on some of you guys out here so don't get weird it out but I go around talk to everyone I can have the most meaningful five-minute conversation where I'm listening I'm not on my phone I figure out exactly who you are learn from you become friends and then I go oh dang is there food around here I've been looking for some food dude I mean you'll find some food I'll catch you later then I walk just down turnt start talking to someone else five minutes you know…

Escúchalo en el minuto 9:34

Si eres introvertido, ve al evento de cola larga y no al de networking generico

Canales de adquisición

Un encuentro generico de negocios no sirve para conectar porque el contexto comun es demasiado amplio. La recomendacion es buscar la cola larga de tus intereses: un evento sobre una sola persona, un videojuego concreto o una moneda digital especifica de nueve semanas a la que van quince personas. El grupo sera mas pequeno, pero como el contexto compartido es profundisimo, la capacidad de interactuar es mucho mayor…

look guys because I think for a lot of people that are listening or watching I think not at everybody's extroverted and can do that right you hear that with his energy and sigh cool that works for him I think it's really interesting to learn skills or like break your habits to me there and to me the whole like minded you know events like to me going to a huge networking thing like business networking sucks because it's so not that it sucks it's not as conducive to what I'm trying to push everybody to do because the concept is very broad whereas if you go to an event that is around an…

Escúchalo en el minuto 10:19

Las vetas del arbitraje: temporada invertida, liquidaciones, palets de devoluciones y lo gratis

Canales de adquisición

Fuentes concretas que enumera para comprar barato y revender: un conocido compra quitanieves en primavera y los vende en otono; comprar articulos deportivos fuera de temporada y republicarlos cuando arranca la liga da una diferencia del veinte al cuarenta por ciento; ir a tiendas cuando liquidan o cierran, como la cadena de juguetes que quebro, donde muchisima gente pudo haber ganado cien mil dolares; comprar palets…

buddy that in the spring we live in Maine in the spring he buys Allen Berube suckle Maine again he buy snow plows and snowblowers and in the fall he sells them and he's killing it I'm telling you it's it's really it means a lot bigger scale than a thrift but it's if you buy basketball stuff on ebay in the offseason and then repost it when the season starts up again there's a 20 to 40% Delta if you go to stores when they have sales or close outs or closing you much how many people could have made a hundred thousand dollars just by going to Toys R Us loading up when it was going out of business…

Escúchalo en el minuto 44:40

Cuenta tus horas libres y no saltes hasta que lo nuevo cubra tu costo de vida

Estrategia y decisiones de negocio

A una chef que trabaja diez horas al dia y duerme siete le calculan en directo que le quedan siete horas diarias y, como trabaja los siete dias, cuarenta y nueve horas semanales para construir lo nuevo. El consejo es usarlas sin dejar el trabajo: el mismo monto su agencia a los treinta y cuatro anos sin dinero, en la sala de reuniones de otro, viviendo del sueldo de cien mil dolares de la tienda de vinos porque la…

one you have a job a great job you need to be responsible to that job how many hours do you have a day to yourself to yourself so if you have a job before I can answer for sure I'm gonna need to know how many hours does your job take out of your day well it takes 10 the job takes 10 ok I need to sleep 6 I need seven ok good thanks is great that's just seven [ __ ] hours there's a lot of hours I'm excited already keep going but you know I work seven days so I give you ten that you work seven that you sleep and seven hours in a day that are yours to do [ __ ] no but I'm saying I go seven days…

Escúchalo en el minuto 34:30

Escalar una marca personal es soltar el control creativo despues de ensenar tu voz

Estrategia y decisiones de negocio

Cuando ya no podia grabar sus videos, hablar, dirigir la empresa nueva y todo lo demas, le dio a su socio acceso a todos sus contactos y a todo lo que tenia, y despues solto el control creativo. Su razonamiento es que si exige que un correo salga exactamente como el lo escribiria, no funciona: le ensena cual es su voz y luego le entrega el control completo. Uno de sus negocios lo lleva ese socio mejor que el, lo…

human Inc like you're talking about oh I got this cuz I did it I was just me just shonduras and I couldn't film all my videos and be talking and running a new company and doing all this stuff so I connected him with everyone I knew I gave him access to everything I had access to and then I let go of creative control because that's what you have to do if I want him to send an email the way I want to send it it's not going to work I teach him what my voices but then I give him full creative control and I'll tell you he one of my businesses he runs it more than I do he knows more about it than I…

Escúchalo en el minuto 15:57

Lo unico que debe parecerse a ti en el equipo es el caracter

Estrategia y decisiones de negocio

Su criterio de contratacion tiene una sola coincidencia obligatoria con el fundador: la gente tiene que ser amable y poco complicada, porque la negatividad lo asfixia y el es el motor. Todo lo demas debe ser distinto y complementario, empezando por cosas que el no hace bien, como escribir un correo decente. Y lo dice sin matices: por mucho que alguien sea el mejor haciendo crecer cuentas o un Picasso del diseno, si…

you that has complimentary skills to the things and I go one of two ways either they're very like you and for me too what you mentioned I saw people shaking their heads to me where my team has to be very like me is they have to be nice not super complicated I'm completely suffocated in negativity thus if I'm the [ __ ] engine I don't care if somebody's the greatest growth hacker or can [ __ ] design his [ __ ] Pablo Picasso with Pablo Picasso is a [ __ ] dick he's out um that's what has to be like me everything else has to be not like me like you have to be able to read an email you know like…

Escúchalo en el minuto 21:27

De cada cien personas, una o dos llegan a cien mil como marca personal; cincuenta lo logran revendiendo

Investigación de mercado y cliente

Su comparacion directa: si tomas cien personas con talento o interes y les dices que se hagan marca personal para ganar cien mil dolares al ano con acuerdos de marca y conferencias, lo consiguen una o dos. Si tomas otras cien y les dices que hagan arbitraje minorista, comprando en tiendas de segunda mano y de saldos para revender, llegan a esa cifra unas cincuenta. La conclusion que saca es que no hay que ser…

earth right now there's the okay take a hundred people that have talent or interest and say you're gonna be a personal brand and make a hundred thousand a year right hundred people have interest in to start tracking [ __ ] can be a chef could be into wine sneaker music Authority like whatever you want to be hundred people go be an influencer that makes a hundred thousand a year from branded deals speaking and being that human right like we do take that same hundred people and say retail arbitrage go to [ __ ] t.j.maxx go to thrift stores go to ready the hundred people every hundred people one…

Escúchalo en el minuto 39:56

La ventaja en la reventa es el ojo y la redaccion, no la marca del objeto

Mensaje y copywriting

Su tesis sobre quien gana revendiendo: no el que reconoce marcas conocidas, sino el que tiene ojo para entrar a una tienda de segunda mano y ver que algo simplemente se ve bien. El ejemplo que da es comprar un broche por veinticinco centavos en una venta de garaje porque parece vintage, saber escribir el texto del anuncio, saber presentarlo con aspecto fresco y ponerle un precio de sesenta y nueve con noventa y…

up and like oh [ __ ] this South Park [ __ ] piece of Duty's $27 you look that up the people that I think have the biggest advantage in the flip game are people that have an eye that can go to a thrift store it doesn't have to say you know Knicks championship or Opie or polo it just looks cool and they're like that's and I'm gonna like [ __ ] just merchandise it on Etsy or let go I'm a caught out whatever in this way or I'm gonna buy this brooch for twenty [ __ ] five cents at this garage sale cuz it looks vintage retro I know how to write the copy I know how to make it look fresh and I'm…

Escúchalo en el minuto 43:36

Escalar es decidir que conservas: cinco personas al ochenta por ciento superan a ti solo al cien

Estrategia y decisiones de negocio

La pregunta al escalar es que te quedas y que sueltas, y la respuesta es individual. El mecanismo es que cinco personas haciendo el ochenta por ciento de tu cien rinde mas que tu solo haciendo el cien. Pero hay que retener lo que de verdad valoras: el anfitrion escribe personalmente cada publicacion de sus dos redes principales, hasta el punto de que un colaborador de seis anos se sorprendio al verlo hacerlo en el…

car in between garage saleing posting on Instagram like the post was in we have a system like a text chain a system we have a [ __ ] text chain where there's where there's a bunch of creative that we work on together there's a lot of team here and I picked the one I liked and I started writing the copy and take some good [ __ ] I was like oh I'm just gonna quickly post this instant like I'll be you know I got a post this he goes you post your own Instagram so so the answer is yes and I think I write all the copy and I think people realize how bad my grammar is so I think they've understand…

Escúchalo en el minuto 18:32

Ponerse un camarografo fijo: contenido ilimitado a cambio de un ano de que te llamen narcisista

Estrategia de contenidos

Estuvo un mes dandole vueltas a si dejar que alguien lo filmara todo el tiempo, porque hace tres anos eso no existia: la gente grababa sola con camaras pequenas, y el no es solo creador, tiene reuniones con directivos mayores y conservadores a los que habria que explicarles la camara. Lo resolvio al ver el calculo: si me filma, puedo hacer contenido ilimitado, tengo video diario, articulos, podcast; es la puerta de…

is like programmed I'm not gonna walk around with a camera and so when it came to huh should I have d-roc follow me around and film it it was no question one of the biggest challenges for me to go because don't forget this is now three plus years ago and the thought of like now like what's going on but like it's not super complicated this way what's so fun about the Internet is everything is documented people weren't rolling with somebody else filming them people were rolling like Roman and like small cameras right so as far you know he was just even having the handle was like felt big yes…

Escúchalo en el minuto 31:16

Elegir el producto por criterios de negocio, no por lo que te gusta

Oferta y precio

Tenia una tienda fisica de tablas de skate y snowboard y estaba perdiendo contra internet, porque los clientes compraban en linea con devoluciones gratis. Su primer impulso fue vender tablas en linea, pero concluyo que eso era trabajar mas duro y no mas inteligente: amar las tablas no significa tener que venderlas. Hizo un plan buscando cual seria el negocio en linea mas efectivo y eligio joyeria, porque el producto…

something new so I wanted to figure out the internet internet was killing myself because everyone bought their stuff online free returns everything else so I wanted to figure out how can I sell skateboard snowboards online after being cursed I was like wait this isn't the best idea this is working harder not necessarily smarter I love snowboards but doesn't mean I need to sell them so I really put together a business plan of what would be the most effective way to start my first online business and I came to the conclusion of jewelry it was small it was lightweight there was a huge market for…

Escúchalo en el minuto 5:33

Muestra tus capas: pierdes un trece por ciento y ganas un veintinueve

Marca y posicionamiento

A un creador que se siente encasillado en su tema le responde que meta lo que sea en su proximo contenido y mire que pasa. Su estimacion es que del publico que venia solo por el tema original se va un trece por ciento, y que a cambio entra un veintinueve por ciento nuevo, de modo que la cuenta sale positiva. El argumento de fondo es que en la vida real la gente se cae bien por las capas, no por una sola cosa, y que…

like why like in a [ __ ] real estate episode whatever you want to talk about next throw it in and watch what happens people are people like in real life we like each other for the layers like yeah we might be homies because we liked that video game but then later we find out we both love root beer floats and riding bikes is like like I don't understand how people to understand this could do it in [ __ ] you want and for the 13 percent that ditch you because they're like yo I'm here for real estate max Maxwell don't be talking to me about sneakers you're gonna pick up twenty nine percent that…

Escúchalo en el minuto 56:24

Delegar la escritura sin perder la voz: transcribir tus palabras y que el otro solo corrija

Estrategia de contenidos

Dice que el ego es lo que frena el crecimiento de la gente, y que la marca personal lo complica porque el producto eres tu. Su solucion concreta al caso mas dificil, escribir en su nombre: cada pieza de contenido es transcripcion de sus propias palabras y el escritor en la sombra practicamente solo arregla la gramatica. Por eso los lectores comentan que el libro suena exactamente como el, que es justo lo que deberia…

you know I think that you have to ego is what holds back people from growing right they like the feeling in companies and personal brains are tough right because it's you so like I'm not comfortable with somebody writing on my behalf like I have to say everything I say like every piece of content is transcription from my words like people like like I always read the reviews they're like oh my god this book sounds just like you Gary Vee I'm like right like it's literally like the ghostwriter is literally just making a grammar its transcriptions so I think that's we have

Escúchalo en el minuto 22:08

Dale a tu audiencia lo que quiere de ti, no lo que le funciona a otro

Estrategia de contenidos

El ejemplo es un chef con cuatrocientas cincuenta mil seguidoras en la red de fotos que crecio organicamente entendiendo que su audiencia era femenina y dandole exactamente lo suyo: hamburguesas apiladas con el queso cayendo, sobre madera rustica. La leccion que sacan es que el mismo contenido que le da millones de reproducciones a otro creador, con bromas y juguetes de agua, seria un fracaso para alguien cuya…

in that short of a time right yes it was just but I think also with even Gary's right if Gary went down some of my other clients I work with and he did Orbeez and pranks you see him coming out of his glass office like I have clients that that does five million views for Gary that doesn't work right you guys don't care about Hank the [ __ ] out of you get me some fun right it's like you have to feed into your audience I think so he released later after he had gotten some traction so I think Dennis's example just the point is find what fits in your audience right find what they like and and…

Escúchalo en el minuto 37:01

Dos formas de cambiar de tema: preparar a la audiencia o meterlo de golpe

Estrategia de contenidos

Ante el creador encasillado aparecen dos enfoques opuestos y ambos validos. El primero: cuenta tu historia, explica a la audiencia por que te mueves a lo siguiente, por que deberian acompanarte y por que sera interesante, construye ese vinculo durante unos dias o semanas y luego trasladalos, porque vienen por ti y no por el tema. El segundo: no preparar nada, publicar de golpe un video del tema nuevo y dejar que la…

go ahead I think that a lot of people are watching you because they dig max Maxwell so you need to tell the people your story why are you moving to the next thing and why should they come and why is it gonna be interesting I think if you build this rapport with your audience over the next couple days weeks and then transition them to something else they're gonna come because they love you not just real estate and there's maybe people that are watching you for real estate but then they they learn what a baller you are and you're doing X Y or Z over here they want to learn more about it and…

Escúchalo en el minuto 59:19

Doce meses dando valor gratis antes de que existiera un trato

Canales de adquisición

Uno de los invitados queria entrar al mundo de las conferencias; el otro, que entonces dirigia su propia empresa, le consiguio su primera charla pagada y hasta una charla en una conferencia de ideas conocida, sin cobrar nada por ello y mientras seguia con su propio negocio. Cuando vendio su startup, la primera llamada que recibio fue para sumarse al equipo, y la transicion fue facil porque ya llevaban doce meses de…

events together and I was like dude i wanna crush public speaking his previous business was an app that turn your phone into a microphone so anyone out there you know just pulls up their phone ask the questions super simple I was like you know the speaking world helped me do this and he helped me do it he helped me get my first speaking gig got me a TED talk provided all this value no payment and I was like dude this guy hustles how do I get him on my team so was like yo what would it take you to move you out you and your family out to Utah real speak right to Gary Oh while I'm still running…

Escúchalo en el minuto 8:02

Deja de pelear con tu forma de ser: cuadruplica lo que haces bien y rodealo de infraestructura

Estrategia y decisiones de negocio

Se declara comodo solo en el caos y sin ninguna culpa por no ser organizado, porque no es eso lo que aporta. Lo que busca es gente comoda con la desorganizacion, y describe algo curioso de su mano derecha: no se volvio menos organizado, sino que aprendio a priorizar mejor, porque el le fue quitando por osmosis la atencion a las cosas tontas. Su conclusion general es que machacarse por el propio temperamento es un…

space to help everybody for me I'm only comfortable in chaos like there's a report card hanging there in my office you know for a couple reasons one I just think it's hilarious but more importantly you know I'm not going to be organized that's not what I get paid to do that's not Who I am I feel no bad about that whatsoever I want to find people that are comfortable in her organization and I'll tell you Andy who's my right hand and the guy I've watched him not get less organized I've watched him and everybody else on my team prioritized better because they they start off more organized and…

Escúchalo en el minuto 23:46

El nombre te toca en suerte; el mantra lo eliges tu

Marca y posicionamiento

El invitado cuenta que su nombre publico salio de un apodo que le pusieron por un viaje y que no lo eligio, solo aprendio a vivir con el. Lo que si pudo decidir es su mantra, que es lo unico que importa de verdad: tener el mejor dia posible, repartir saludos con la mano y ser siempre positivo. El nombre viene con el paquete; el significado se decide.

when building brand I didn't even choose my name it just kind of happened and then I've had to roll with it but I could choose my mantra what I'm all about I have the best day ever and I give everyone high fives and I'm always positive and like that's what I could decide and that's really all that matters like the name just kind of comes with it shonduras dr. Duras might get into medical I don't know just whatever sticks questions hey my name is a Marine

Escúchalo en el minuto 29:11

Marcar con tu nombre te deja cambiar de tema; tus acciones definen la marca, no el nombre

Marca y posicionamiento

Usar tu propio nombre como marca da una flexibilidad desproporcionada para cambiar de oficio, mientras que llamarte el experto en fotografia te deja atrapado cuando quieras dedicarte a otra cosa. Lo que define la marca son las acciones: cuando paso de vender vino a montar una agencia social le cayo burla a escala durante el primer ano, y hoy mas gente lo conoce como emprendedor que como el tipo del vino. Los…

can't change it can't change it as in to me I love the name because I actually think it gives you disproportion of flexibility to do anything as a human if you go from wine guy to social media guy to like whatever you want to do next I think it gives you that flexibility whereas if you're like the photo expert and then you want to write you're like oh [ __ ] right so like when I look the people go literal with their brands Jones I think sure you need to do a little work but I think what it what I mean by a little work is your actions become your brand like if you go read the early like if you…

Escúchalo en el minuto 25:48

A nadie le importa tanto como crees: si a Prince le dieron dia y medio, tu cambio no es una tragedia

Marca y posicionamiento

La buena noticia que ofrece a quien teme cambiar de tema es que a nadie le importa. Si el se pasara manana a hacer contenido de plastilina a tiempo completo, los que venian por negocios se irian, harian lo suyo y en un mes lo habrian olvidado. Lo formula con una observacion sobre la muerte de figuras iconicas: si a un musico de ese calibre el mundo le dedico dia y medio antes de seguir adelante, conviene tomarse…

and we're you know by the way let me give you some real good news nobody gives a [ __ ] you know why everything works for me nobody gives a [ __ ] like you know what it's like we get way too serious on ourselves if I tomorrow start being the playdough dude like at the end of the day everyone who's sad here like [ __ ] I really loved when he did business [ __ ] content like I'm not about this Plato life like I promise you this when I go fully into Plato and 24/7 there's no business for you and you're like [ __ ] that sucked because we loved it like you'll all leave and do your thing I promise…

Escúchalo en el minuto 1:01:09

Arrancar con 400 dolares: vender las muestras que le pidio a los proveedores

Oferta y precio

Empezo su boutique de joyeria en linea con cuatrocientos dolares en el banco y sin saber si seria un negocio. Escribio a los fabricantes diciendo que era un tipo importante del sector que iba a lanzar una gran boutique y les pidio producto para evaluar la calidad; sus primeras cien ventas fueron collares que le habian enviado como muestra. Con eso genero otros cuatrocientos dolares, empezo a hacer pedidos pequenos y…

theme here is creativity we talked about the jewelry boutique that I started my literal first business I had $400 in the bank I didn't know I was gonna start I didn't think it was gonna be a business it was just an experiment to learn how to do stuff online I hit up the companies and said hey I'm a big-time jewelry guy I'm gonna be launching a huge boutique can you send me some of your product so I can see what the quality is to see if I learn more my first 100 cells were necklaces they sent me to check out the quality and then from there I had made another $400 and then I started doing small…

Escúchalo en el minuto 6:07

La infraestructura alrededor de una persona: no la empresa de mil millones, sino los cien mil al ano

Marca y posicionamiento

Su tesis es que la madurez de construir infraestructura alrededor de una marca personal esta muy subestimada: el mismo calcula unas cincuenta y cinco personas a tiempo completo trabajando en su marca, y predice que en las proximas cuatro o cinco decadas se veran companias de cientos o miles de millones construidas alrededor de una sola persona, mas alla de los pocos casos historicos. Pero lo que le importa no es eso…

mission is is I'm starting to realize especially over the last week or two I've been thinking quite a bit about this which is the maturity of building infrastructure around a personal brand is pretty remarkable right like if I wasn't running Boehner full-time I I started realizing my god I probably have 55 full-time people in garyvee Inc and like that means that in 15 to 20 years you know the model of and the branch or like I think the long tail of human Inc is far greater than people realize I think these that we are in the you know national anthem of an 18-inning game of like what a…

Escúchalo en el minuto 13:17

La carta del talento no se aplica al emprendimiento y deberia

Estrategia y decisiones de negocio

Su observacion incomoda: en el arte y en el deporte tenemos asumido que no somos la estrella de la liga ni la cantante del momento, pero en el emprendimiento existe la sensacion falsa de que cualquiera puede. No hemos incorporado la variable del talento al terreno emprendedor y creativo como si lo hacemos al sacar un disco o jugar al baloncesto, y todo el mundo asume que va a montar un negocio de un millon porque…

like you yeah I mean to me to me like you need to be you like everybody's gonna always win most if they lean in more to what they are instead of trying to do something that they see somebody else doing well and be ideological about it in art and sports we've accepted that we're not LeBron or Beyonce right for some reason and entrepreneurship we have this false feeling that we can be we have not layered the talent card into the entrepreneurs you'll creative land to the level that I think we need to like everybody just thinks that they're gonna make a million dollar business that it's so easy…

Escúchalo en el minuto 22:55

El club de los sesenta segundos funciono porque el algoritmo premiaba comentarios rapidos

Estrategia de contenidos

Una tactica que invento estando de vacaciones y que fue el primer despegue real de su cuenta: el club de los sesenta segundos, una mecanica para concentrar muchisimos comentarios en muy poco tiempo. Funciono, dice explicitamente, porque en ese momento el algoritmo favorecia tener esa cantidad de comentarios en tan poco rato. Es el tipo de tactica cuyo valor depende de la mecanica de la plataforma del momento, no de…

got serious how big of a factor was 62nd Club like first I started posting more with hashtags I did I immediately go out and start doing JV with shout outs from other posts or was it content I mean 60 second Club was insanity when I first did it like it was just a tactic that I came up well I'm like seriously real talk like that was the first thing that got I remember doing that because that was December I went on the vacation I was still in flu I went off the grid to the island then I was in Florida and already came up with 60-second Club because I was really giving a [ __ ] and that really…

Escúchalo en el minuto 38:03

Veinte personas donde bastarian seis: sobredimensionar el equipo como inversion

Estrategia y decisiones de negocio

Admite abiertamente que su operacion podria ser notablemente eficiente con seis o siete personas y que tiene veinte, y que son ineficientes de sobra. La razon es que esta incubando a esa gente seis meses, un ano o dos para despues repartirla por el resto de la organizacion y que domine otras divisiones. Lo justifica en su ambicion declarada de llegar a novecientas personas y comprar un equipo de futbol americano: la…

and that's about me but like the reality is like in its truth and a lot of the teams here in its truth we could be remarkably efficient doing what we're doing with six or seven the reason I have twenty is I'm training a lot of them to infiltrate the overall organization in the long term I have 20 because I want you know cuz babban right now is working has been working if you haven't noticed he hasn't been around in the content he's working with Boehner Talent one of our divisions and 137 p.m. is something I have enormous ambition for and whether it's an an orcid or there's so many people Jake…

Escúchalo en el minuto 20:05

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