Marketero · Entrevistas
The Ultimate Marketing Strategy Revealed l The Skinny Confidential Him & Her Podcast
47 ideas de marketing sacadas de «The Ultimate Marketing Strategy Revealed l The Skinny Confidential Him & Her Podcast», de GaryVee. Sobre todo de…
- 47 ideas despiezadas
- Fuente GaryVee
- Dura 1 h 19 min
- Publicada en 2024
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Estrategia y decisiones de negocioLas reuniones se llenan del tiempo que se les asigna: en una hora se gastan los primeros minutos en presentaciones, café y cortesías que no aportan. Agendar bloques de 30 o 15 minutos obliga a ir al grano y conserva el momentum, porque a los dos minutos del final todos saben que hay que cerrar. Si alguien se pasa, se corta diciendo simplemente que hay otra reunión.
big one for all the entrepreneurs out there. Every hour meeting you have is actually a 30-minute meeting. I have so many 15-minute meetings is almost every 30-minute meeting is actually a 15-minute meeting, but you putz around on dumb [ __ ] that doesn't Here's my favorite one. 13 people in a meeting, let's do intros for a [ __ ] schedule hours every time like no, 30. Because the the point is like on the hour everyone does the round of introductions, how was the weekend? And you also lose momentum in the conversation. It's like let's just get I mean, it's even weirder than that. I which is if…
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Publica los clips de tu podcast en LinkedIn, no solo en las redes obvias
Canales de adquisiciónLos clips orgánicos de un podcast como este arrasarían en LinkedIn, y casi nadie lo tiene en la cabeza porque no parece la plataforma para ese formato. Las razones son que hay mucha atención acumulada, muchos jóvenes profesionales y, sobre todo, que hay gente que rechaza las redes sociales y el único sitio donde puedes encontrarla es LinkedIn.
able to go platform by platform. I mean, for example, YouTube would explode on LinkedIn organically. Ah. You're right. Organic clips of this podcast on LinkedIn would [ __ ] crush. Taylor, listen to Like this kind of podcast on LinkedIn, because there's a lot of attention on it. There's a lot of young professionals on it and some people don't like social media, so the only place you can [ __ ] find them is LinkedIn.
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El podcast se hace por los clips, no por el episodio
Estrategia de contenidosEl motivo real para tener un podcast, o para ir como invitado a otros, es el material corto que sale de ahí para redes: de una conversación salen tres, cuatro o siete piezas. El formato largo es el insumo de producción, no el producto final, y por eso conviene ir siempre con alguien grabando y con el plan de recorte hecho de antemano.
Go off on that. Well, the reason we even have a podcast is more about the clips for organic social than the podcast itself. Like, I literally did DailyVee and I did AskGaryVee and DailyVee for the social media clips, not for the long form. I even still do podcasts as a guest because Dustin's sitting right there D-rocking it and we're going to clip it and there's going to be three or four or
Escúchalo en el minuto 7:43
Canales de adquisiciónCuando te preguntan qué sería un éxito para ti en una aparición, la respuesta correcta es "lo que sea mejor para tu audiencia". Ir a un podcast a promocionar tu libro es el error clásico: todos saben que quieres venderlo, así que en vez de pedir, haces marca y das valor, y la compra viene después como consecuencia natural.
Like, you're like, "What's a win for you, Gary?" I said, "Whatever's best for your audience right now." Right? And you said, "Our audience is Think about what just happened in the meta here. Gary, what would be a win for you? Uh Let me do branding. Let me bring value to the audience, then of course they're going to want to buy the kids book. Then of course they're going to want to buy Like I don't want to What am I going to say? Buy my book? Like no [ __ ] Like when people go do the Today show or podcast, like when they I'm like, what the [ __ ] are they doing? No The audience What do you…
Escúchalo en el minuto 8:57
Canales de adquisiciónNo hay que enamorarse de las redes sociales sino de dónde está la atención en cada momento. Si hubiera escrito libros al principio de su carrera habrían sido sobre el email, el buscador, las webs o AdWords; dentro de veinte años el canal podría ser realidad virtual o aumentada o algo que aún no existe, y la pregunta útil sigue siendo la misma.
I'm I'm platform agnostic. I can't wait to be on this show in 20 years and say, you guys are still doing social media? Like I don't give a [ __ ] about social I give a [ __ ] about attention. Where is the attention? And one day that's going to be in VR or AR or some [ __ ] we don't even know. This just By the way, if I wrote books in the early part of my career, I would have had a book called email is king. Right. been like searching for search. doing like websites are wonders. Ad words for days. Yeah. I'm putting it
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A quien te dice que no te compra, deséale encontrar la voz que sí le sirva
Marca y posicionamientoCuando alguien le dice en persona o por mensaje directo que no se cree su discurso, su respuesta es que no le está vendiendo nada ni pidiéndole nada, y que le alegra que otro tipo de voz le resuene. Asume que su energía, sus tacos y su competitividad no son para todos, y no intenta convertir a quien no encaja.
most people don't have the guts for this, but some people come up to me occasionally be like, "I don't buy your shit." I'm like, "Okay." first of all, I'm not selling you anything. Not asking anything of you. And two like that's awesome. Like I get it. Like maybe I'm too high energy. You don't like the cursing. You don't like like competitiveness the bro that's amazing. I'm glad that a different kind of voice resonates for you. Like usually when I'm it in person, I always tell them like, "I hope you do find the person that hits for you." For me that was my mom.
Escúchalo en el minuto 42:46
El ego de no volver a cero te hace perder la plataforma siguiente
Canales de adquisiciónMuchos creadores se perdieron el momento de TikTok porque ya tenían un millón de seguidores y la verificación en Instagram y no querían empezar de nuevo desde cero. Se acomodan en lo que ya dominan y el ego les impide montar tienda en la plataforma nueva. La actitud contraria, entusiasmarse con arrancar de cero y transmitir ante 60 personas para probar, es lo que permite llegar temprano.
change either. Right. And then other things that happen, especially for influencers and creators, is they get good at something and they want to hold on. The reason so many people [ __ ] up the TikTok moment was they got a million followers on Instagram and they wanted to stay there cuz it felt cozy cuz their ego liked the blue check mark and the million followers. So they didn't start setting up shop on TikTok cuz they didn't want to start at zero. I get fired up to start at zero. I'm pumped. it's true. Like, I love having 60 people watching me on Twitch right now while I 60. Like, I'm just…
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Regular, no cancelar, a las personas que te drenan
Estrategia y decisiones de negocioSi un familiar es extremadamente negativo y le dedicas horas diarias intentando rehabilitarlo, tienes una energía limitada que estás gastando ahí. La recomendación no es cortar el vínculo sino racionarlo (de cuatro veces al día a dos veces por semana) y reasignar esas horas a las relaciones y contenidos que sí te empujan.
And I don't think they should talk to and you talk to your mom four times a You only have so much energy. I think you should talk to your mom day. And you should reallocate those hours to maybe your positive husband. To maybe your positive oldest son. To maybe a positive podcast. tell your mom who you've been enabling out of your life. I don't mean cancel your mom. I mean regulate.
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Filtro para elegir a quién escuchar: si es tan bueno, ¿por qué no vende lo suyo?
Marca y posicionamientoAnte la abundancia de profesores y opinadores de marketing, el hablante propone una prueba simple: si alguien es tan bueno en marketing, su propio producto debería venderse. Un autor de un libro de marketing cuyo libro no despega es una contradicción, y esa pregunta sirve para separar a quien tiene infraestructura real de quien solo vende la idea.
careful. That's my biggest argument in marketing right now. There's a lot of marketing professors and pontificators. I'm like, if you're so good, why doesn't your book sell? simple question. Like, if you're so good at marketing, why doesn't your [ __ ] sell? Right. Like, like every author that writes a marketing book that the book doesn't crush is a weird situation. Like, if you're like if you're supposed to be so good at marketing, why doesn't your book sell?
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No dar feedback franco a quien aprecias termina en salidas sucias
Estrategia y decisiones de negocioEl hablante identifica como su única kryptonita en las relaciones laborales la falta de candor: cuando alguien le cae bien y no está rindiendo, esquiva la conversación. El resultado son salidas sucias, gente sorprendida el día del despido y resentimiento. Dice que el 99,9% de las personas hablan bien de él y que ese 0,1% que no viene exactamente de las conversaciones que no tuvo.
any like I and by the way, even sometimes when people leave when it's a little murky, maybe I wasn't candorous enough. That's why I wrote 12 and a half to talk about the only kryptonite I think I've had in people relationships was I wasn't candorous enough to some people. What is candorous? I couldn't deliver candor. I couldn't be like, "Hey Dustin, I need you to do that like if I If I like you and you're not doing a great job at work I dance around it. So how does that then what what do you think the impact of that is? It created sloppy exits. Ah. 99.9% of people are going to say remarkable…
Escúchalo en el minuto 17:07
Cura tu dieta de medios: en redes eliges, en la prensa masiva no
Estrategia y decisiones de negocioEn prensa, TV y radio no se encuentra nada positivo porque lo positivo no vende miedo ni morbo y no consigue tiempo en pantalla. En redes sí puedes elegir: quitar el cable de casa, no ver las stories de cualquiera y marcar como favoritas solo las cuentas positivas. La conclusión es que las redes no nos cambiaron, nos expusieron, y ahí sí hay contenido positivo ilimitado si lo curas tú.
know that I can't find a single positive thing on mainstream media? television show, radio show. It's all negative. People gave us a lot of [ __ ] We said we don't have TV cable television in the watch people's Instagram story. I star only positive content. You're on my start. You can pick and choose and curate what you want to see. I don't buy Social media exposed us. It didn't change us. And I can find unlimited You don't get airtime on CNN or Fox. It's too positive. You're not selling fear. You're not selling rubbernecking.
Escúchalo en el minuto 1:00:50
El mismo mensaje convence cuando viene de una voz externa
Estrategia de contenidosVaynerchuk recibe mensajes de amigos cuyos hijos les mandan un video suyo diciendo el mismo consejo que el padre les repite desde hace nueve años sin que lo escucharan. La conclusión para quien crea contenido: la audiencia no necesita información nueva, necesita otra voz que la diga, y por eso un creador o un tercero desbloquea lo que la autoridad cercana no logra.
now. For so many of my friends, their 15- to 20-year-old They're The amount of texts I get from friends saying, "My son just texted me a [ __ ] video from you." Oh. That I've been telling him for 9 years. But he hasn't listened, but he texted me and be like, "Dad, we should do this." YOU'RE LIKE, "MOTHERFUCKER, I'VE BEEN Because sometimes you need an outside voice. Sometimes Oprah did it for people know that dad shit's only going to be 50% of it because people humans when they GROW UP, DAD, MOM can only have so much leverage on them.
Escúchalo en el minuto 39:49
Contar tu estrategia en público no te quita ventaja: casi nadie ejecuta
Estrategia de contenidosMientras construía Wine Library iba explicando en entrevistas exactamente lo que estaba haciendo, que internet y el email marketing iban a ganar, pese a que su padre le pedía no revelar los secretos. Su argumento: puedes contar el plan completo porque la ventaja no está en la información sino en la ejecución, y la mayoría no lo hará. Lo repite hoy anunciando abiertamente qué está construyendo.
giving me flowers for. While I was building Wine Library, I was telling the industry in interviews what I was doing. I was like the internet's going to win and email market and he would get upset. He'd be like, "Don't tell everyone your secrets." And I would say, "Dad, you don't understand. I'm so much better than them. I'm going to tell them what I'm doing but they're not going to execute on it." them I'm doing it right now. And yet back to like I told my dad no one's going to do it or no one's going to see it. Even though I'm telling you that I'm building one of the biggest intellectual…
Escúchalo en el minuto 49:26
Estrategia y decisiones de negocioAnte cada persona conviene preguntarse qué tipo de comunicación le aporta más valor ahora mismo: algunos responden al entrenador que exige y otros al que acompaña como terapeuta. Con un dolor real hay que empezar por la compasión, aunque hagan falta horas o años de conversación, y solo después girar la energía hacia la responsabilidad y la capacidad de salir adelante.
Like, the thing that I'm usually trying to be Like, usually where I go, depending on the tone and tenor of the person. You know, some people love a gym trainer that like really grinds you. Everybody likes different things from different relationships. What I tend to try to do is look at the person that's and be like, "What style of communication can I give right now that brings them the most value?" For some that's not appropriate. You need to come with real compassion in that moment. like, to me that needs extreme sympathy and passion. But, and compassion. But, Now, how you start that…
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Agenda en bloques de 15 a 40 minutos, sin almuerzo y arrancando muy temprano
Estrategia y decisiones de negocioEl hablante muestra su calendario como su ventaja real de productividad: empieza muy temprano y está partido en bloques de 15, 30 y 40 minutos encadenados, sin hueco para almorzar. Compara al él de 34 años, que decía no tener tiempo para entrenar, con el de 48, que trabaja lo mismo o menos pero con una eficiencia mucho mayor gracias a esa estructura.
was 34 that I didn't have time to work out. 34-year-old Gary compared to 48-year-old Gary with time, that guy is Why is he a puss? TALK TO 30 Talk to 30 not that I work that much more or less. My efficiency is like a [ __ ] gangster. Do you know what my calendar looks like? This calendar, watch this. My calendar is super early and look at this. 15 minutes, 40 minutes, 30 minutes. There's no lunch. There's no There's no Have you always done it this way, yeah? You guys know. Like Who? 4:45 to 5:00, 5:15 to 5:30, 4:30 to 4:00 Like it is constant.
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Estrategia y decisiones de negocioA partir de los 35 años, seguir explicando lo que no funcionó por culpa de los padres deja de ser útil: ellos también tuvieron padres que los dañaron, así que la cadena viene de atrás y solo se corta si alguien decide cortarla. Se puede dar compasión al principio, pero la conversación tiene que terminar siempre en qué vas a hacer tú al respecto, porque el poder está en mirar el contenido que consumes y la gente que…
The point is is that all starts with you and you have to take extreme Look who you're around and actually say you have the power. There's not one person's excuse that I'm I'll be there for compassion up front, talk about what are you going to do now and you're 35 to 65, You're in the era of where you have to stop blaming your parents for You most people on earth 35 to 65 continue to blame their parents for what and ask yourself, what are you going to insight. Your parents, they had parents, and this inability to be accountable for you have generational [ __ ] be the one Either you're a part…
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Lo que consumes dicta lo que piensas
Estrategia y decisiones de negocioLa fórmula para salir de la inseguridad y del pesimismo no es solo terapia o meditación: es auditar cuánta información negativa o positiva estás consumiendo. Quién está en tus oídos y qué tienes delante de los ojos determina tu estado mental, y por eso el mundo cambia tan rápido ahora que hay tantas voces nuevas compitiendo por esa entrada.
But I believe the secret to what I'm How much negative or positive information are you consuming? believe the formula has to do with your consumption of information. Who is in your ears? What is in front of your eyes? People What you consume dictates what you think. It's why the world's changing so
Escúchalo en el minuto 1:00:22
Marca y posicionamientoUna empresa no tiene el lujo de los medios, los gobiernos o la academia: vive o muere por mérito, y tiene miles de empleados que ven el mundo de las dos maneras. En la práctica, la mitad de la plantilla amenaza con irse si la empresa se pronuncia y la otra mitad si no lo hace, así que no existe una postura que contente a todos y el dueño tampoco puede micromanagear la vida personal de cada uno.
You're a media guy. Well, here's my thing. Everyone now asking their businesses to be political is the are not capable of it. Of course. Businesses don't have the Like, businesses have to either live or die. It's merit. Businesses are like Like, businesses have thousands of employees that see it both ways. What would you like them to do? because you like half the company says if you do this thing we're out, the other half the company saying if you don't do this thing we're out. I'm like, view is like everyone should be out. it knows. We've done it. I sat down and people got to go, they got to…
Escúchalo en el minuto 1:09:11
Cambiarle a alguien la perspectiva sobre lo que ya logró le construye autoestima
Estrategia y decisiones de negocioVaynerchuk cuenta que cambió la forma en que su padre se veía a sí mismo simplemente diciéndole la verdad de camino a la tienda: su padre gastaba toda su energía en lo que iba mal y no dimensionaba lo extraordinario de haber llegado a Estados Unidos con cien dólares y montar un negocio. El método fue nombrar el logro real que la persona no ve, no dar ánimos genéricos.
Find people that do it for you or content that does it for you. I watched my father who did not have self-esteem being built into him transform under his time being with me at the liquor store. I'm proud to sit here and say I had a dramatic emotional over the course of me being with him so much between 14 years old and 34, that I fundamentally changed the way he viewed himself. him? By telling him the truth. By when we drove to the liquor store and I could see my dad didn't realize how remarkable what he had done was. I'm like, "Dad, do you know how many people come to America with a 100…
Escúchalo en el minuto 45:50
"No tengo tiempo para crear contenido" significa que no crees en crear demanda
Estrategia de contenidosCuando alguien dice que está demasiado ocupado para crear contenido, lo que en realidad está diciendo es que no cree en la creación de demanda: que generar clientes nuevos o consideración por lo que hace no le parece importante. Es una empresa que solo quiere seguir hablándole a los clientes que ya tiene.
I'm too busy to create content. Because please don't do that. Please go off on what you would say to someone I'm too busy to create content. You don't believe in demand creation. What does that mean? You don't believe that creating new customers or consideration for what you're doing is important. So, they just want to appeal to who they have?
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Estrategia de contenidosLo más importante del marketing hoy es el contenido orgánico en redes sociales, y todo lo demás va después: pesa más que un comercial, que el newsletter, que una valla publicitaria o que pagarle a una celebridad un spot del Super Bowl. La atención es el activo número uno, y quien no domina el orgánico está empezando por el lugar equivocado.
The single most important thing in all of marketing is first and foremost organic social media. Then everything else. Social media organic more important than commercial, more important than your email newsletter, more important than a billboard, more important than hiring Beyonce to be in your Super Bowl spot, more important to Attention is the number one asset. This the single most important thing in all of marketing is first and foremost organic social media. Then everything seven things. Social media organic, more important than commercial, more important than your email newsletter, more…
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Habla menos y opera más: la autoridad viene de hacer la cosa
Marca y posicionamientoEl entrevistador cuenta que tras leer el libro empezó a hablar mucho, hasta que vio que lo que el hablante hace la mayor parte del tiempo es operar negocios y que lo visible es apenas el subproducto. La lección que sacó fue: cállate más, ve y haz la cosa, y puedes hablar de ella por el camino. Quien opera de verdad es a quien vale la pena escuchar.
an operator. The second part of what I was going to tell you, which is it was a real moment in my life, personally, was I I read the book with Lauren, and I started talking a lot. And it was a lot of talk. I'm like, "Wait a minute. I came and saw you in your office, and you're you talk. But what people don't realize about you is what you actually do most of the time is operate massive businesses all over the place, and that's your main like the the thing people see is the side thing. And I saw that with you, and I was like, "Okay. That. Shut the [ __ ] up more. Go do the thing. Yes, you can…
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El eterno estudiante: leer sobre algo durante años sin hacer nada
Estrategia y decisiones de negocioExiste el perfil del eterno estudiante que solo lee sobre algo y nunca lo ejecuta, y el hablante reconoce haberlo sido con su salud entre los 28 y los 38 años: una década hablándose a sí mismo de comer mejor y entrenar sin hacerlo. Recién a los 38 y medio se lo tomó en serio. El diagnóstico de fondo es que la parálisis no es falta de tiempo sino miedo.
What about the forever student? Oh, right. Like, they just read about it and never do about it. Yeah, I mean, they're the forever student. Like I don't know. Like I was that about health and wellness from 28 to 38. I was talking to myself for a decade about I have to get into better shape. I have to eat better. [ __ ] I have all these goals and dreams. I'm not going to live to 100 if I don't [ __ ] if I keep eating foie gras and [ __ ] never go to the gym. And then at 38 and a half, I finally got serious about it and and I've started taking my my health more serious for the last 10 years of…
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Diseña el producto para el principiante y para el experto a la vez
Oferta y precioEl libro se escribió para que funcione tanto para quien lleva siete días como influencer de belleza como para el CMO de Coca-Cola o BMW, pasando por quien factura 100.000 dólares al año vendiendo esmalte de uñas gracias a sus TikToks. La razón es que la audiencia se sofisticó: a diferencia de hace diez años, ahora hay mucha gente que ya sabe lo que está pasando, y el producto tiene que darle también a esa gente…
Whether they're a creator on day seven of being a beauty influencer or they're the CMO of Coca-Cola. Okay. This is the modern Bible on how to be as good as possible at marketing. I believe this advertising. And so I wrote it with the doing 100,000 a year selling nail polish cuz you're making good TikToks, I can If you're the CMO of Coca-Cola or BMW, I can win for you. And the most They're now, unlike when I wrote Crush It, even unlike when I wrote Jab, there are a lot of people that actually know what the [ __ ] is going on. Yeah. I wanted to write a book for even found five things I'm not…
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Quien pide consejo suele buscar permiso para sus excusas
Estrategia y decisiones de negocioCuando alguien dice que no es feliz con lo que hace, lo que casi siempre busca no son respuestas sino que le confirmes por qué tuvo mala suerte o por qué no es culpa suya. Validar eso crea entitlement y le hace daño; el valor está en devolverle la responsabilidad en vez de sumarte al coro que ya le da la razón.
Lack of accountability or optimism. Um and they're looking for answers, but often what they're looking for is affirmation for their excuses. And the reason they like me is I don't want to do that for them because everyone else is doing that for them and it's [ __ ] them up. What most people want is for you to agree to why they got unlucky or why it's not going well. People don't want to be accountable. I think complaining gives people sometimes identity. It It gives them a short-term endorsement hit. It gives them a short-term excuse. It gives them a band-aid. It gives them a jolt of I
Escúchalo en el minuto 33:27
Optimismo práctico: positivo, pero con acción y con costo
Estrategia y decisiones de negocioEl optimismo que sirve no es el de El Secreto mal entendido, sentarse en el sofá a pedir dinero, sino uno que exige acción y que además duele. Decirle a tu madre que vas a regular el contacto tras cuarenta años, o dejar un trabajo de 200.000 dólares al año con hipoteca y sin el siguiente cerrado porque el ambiente te drena, no es fácil: es difícil, y aun así es la respuesta.
by consuming practical optimism. Not delusional. I remember when The Secret came out. Everybody kind of like misunderstood that book. They were like if I just sit on my couch and pray for money, I'll get money. Like I don't No, no, practical optimism. I talk about a lot of optimistic things, but it requires action. When you read the new It's hard to quit a job that pays you it's been draining you for 8 years. I you it's the answer of how to get
Escúchalo en el minuto 1:03:01
La energía sale de dormir y de la paz mental, no de la rutina de biohacking
Estrategia y decisiones de negocioQuien predica jornadas de diez horas dice dormir siete, ocho o nueve horas al día y no consumir suplementos, batidos ni rutinas de mañana; solo recorta el sueño unas semanas cuando hay un proyecto grande. Atribuye su energía a no tener ansiedad y a la tranquilidad mental, no al baño de hielo, la meditación ni los electrolitos.
my big ones are Sleep's huge. That was why I always laugh when people are like, "Gary's going to get you burnt out." I'm like, "I'm the one [ __ ] tell everybody I'm sleeping 7 8 9 hours a day." I've never been like like There's moments to sleep for Like if you have a big project coming up. When Vayner was going, I was [ __ ] not sleeping a lot. Like, I was in it. But, that's a couple weeks. Like, I sleep a lot, but I have The reason I'm good is I have deep peace of mind. I'm not anxious. Like, everyone's like, "I'm going to cold plunge and I'm going to ground and I'm going to meditate and…
Escúchalo en el minuto 57:19
Ningún logro externo cierra la brecha de la inseguridad
Estrategia y decisiones de negocioLa gente con dinero e infeliz creyó que algo cerraría el hueco: el dinero, el reloj, el bolso, el código postal, los seguidores, la marca de verificación, el Grammy. Ninguna cosa lo cierra. El juego mental se reduce a una pregunta: si valoras la opinión de los demás más que tu propia opinión sobre ti, seguirás siendo vulnerable pase lo que pase.
those people? They're insecure and they thought money was going to close the gap. Yeah. They thought the pretty girl was going to close the gap. They thought the watch was going to close the gap. They thought the handbag was going to close the gap. They thought the zip code 90210 was going to close the gap. They thought the followers were going to close the gap. They thought the blue check mark was going to close the gap. They thought the Grammy was going to close the gap. They thought the BM They thought something would Nothing's going to No thing is going to [ __ ] close your gap. If you…
Escúchalo en el minuto 45:06
Marca y posicionamientoUna organización puramente comercial es una que sale a cazar porque el negocio no le llega solo, y eso delata que no domina marca ni marketing. Cuando la marca funciona, el cliente viene, se libera tiempo de operación y desaparece la energía desesperada de perseguir. El caso extremo que da el hablante es su agencia: ya no responde RFPs porque no lo necesita.
Do you know companies that are really great at sales what they're also bad at at marketing and branding. If you're a sales organization that means it's not coming to you. You're going out. You're going out and hunting. Right. It's I love sales and I love when companies do both. Yes. But if you're only about sales, it means you don't know how to market and brand. Because when you know how to market and brand, it comes to you. They're too busy often times operating and selling when if they understood that branding and marketing would accomplish the selling and free up time to operate. Vayner…
Escúchalo en el minuto 12:44
Escribe para el principiante y para el experto en la misma pieza
Estrategia de contenidosEl criterio del hablante al escribir es que el material sirva tanto a quien está empezando como a quien ya está en lo más alto: si funciona para gente que ya gana, con más razón funcionará para quien recién arranca. Antes de publicar se pregunta si tiene algo que decir que le aporte incluso a los que ya lo están haciendo bien.
at it at this point as do I have something to say that's going to create more of you two? It's because even you two that are winning, there's real [ __ ] in there that you don't know. Anyone can open your book and highlight. I write books on the concept of marketing and branding in the current world that are good for even the people at the highest levels. Which then of course is going to matter for the people that are just starting out, which was the waitress you. Yeah. I write books that both will crush for you when you were waitressing and crush for you right now in the midst of you…
Escúchalo en el minuto 15:01
Marca y posicionamientoCuando construyes sobre una marca personal el juego dura décadas, así que hay que proteger la reputación tanto como el negocio: el becario de hoy es el ejecutivo de mañana. Y ahí está el filtro: según los entrevistados, buena parte de las figuras admiradas públicamente son hipócritas que predican amabilidad en cámara mientras su equipo los detesta, algo que se sabe apenas entras en los círculos.
Well, I think it's it's important because again, like coming up and figuring this out and it's it's very I don't think especially a lot of young people starting here, they don't realize like this can span decades especially if you're building something on a personal brand and you have to not only protect the business but you have to protect your reputation and the way you are with people because you never know that intern becomes the executive. alluding to is a lot of people look up to a lot of people but 88% of them are pieces of [ __ ] are have hypocrites and they talk about being nice on…
Escúchalo en el minuto 18:13
El que tiene miedo a perder ya perdió
Estrategia y decisiones de negocioQuien vive con miedo a perder ya perdió por el solo hecho de tener ese miedo. El ejercicio que propone el hablante es imaginar que mañana vuelves a cero: la respuesta sana es "lo resolvería", porque en realidad no existe la opción de dar un paso atrás. Reserva sus días malos para cáncer, muerte, enfermedad terminal o accidentes; perder dinero o que alguien diga que eres malo no califica.
That's what I'm great at. I can deal with it. But, I would tell you my bad days are only left for cancer, death, terminal illness, car wreck, burnt house down. Losing money? Somebody saying I stink? Like, [ __ ] that [ __ ] a little money. Like Even if Let's go to the full extreme. You guys are really in it right now. You're on the precipice of building your empire, right? What if you went to dead zero tomorrow? Devastating. I'd figure it out. Cuz you have no choice. Right. Like, I don't understand people think they have optionality to step backs. Everyone's so scared of losing, they've lost…
Escúchalo en el minuto 27:33
Estrategia y decisiones de negocioLa palabra hustle se distorsionó: cuando significaba trabajo duro todos estaban de acuerdo, pero la sociedad la convirtió en trabajar de forma tan insana que enfermas o te deprimes persiguiendo dinero. La definición útil es que el trabajo duro es uno de los ingredientes para que algo pase, ni más ni menos; negarlo sería como decirle a alguien que no necesita ir al gimnasio ni comer bien y aun así estará en forma.
no That was the manipulation of a word. When the word hustle meant hard work, we all agreed on it. What happened was society manipulated the word hustle into work so hard in such an unhealthy manner that you will get sick or suicidal all for the chase of money. Yes. My definition of hustle is hard work is one of the ingredients to make something happen. That'd be like saying to everyone good news, you don't need to go to the gym or eat right and everything is going to be awesome physically. Not true. Sure. So that was
Escúchalo en el minuto 23:43
Tu capacidad de trabajar duro depende de que te guste lo que haces
Estrategia y decisiones de negocioEl hablante sostiene que nunca habló de trabajar 18 horas al día, sino de tener la capacidad de hacerlo cuando el trabajo es tu hobby; si no le gustara, no trabajaría ni una hora, y de hecho su capacidad de esfuerzo en algo que no disfruta es cero. De ahí su provocación: quien tiene un empleo de 9 a 5 que odia no tiene equilibrio entre vida y trabajo, tiene 40 horas semanales de miseria.
that combo because if you read Crush It I don't talk about working 18 hours a day. I talk about having the capacity to work 18 hours a day when it's your hobby. When you love it Do you understand that I would not work one hour a day if I didn't like it? capacity to work hard when I don't like it is zero. My job, my career is my hobby. I treat working the way people treat skiing and vacationing and cooking and watching Star Wars and playing video games. It is my great hobby. So when people try to like Gary work like I just said this on another podcast. First time I ever said this way I'm like…
Escúchalo en el minuto 21:33
Ser bueno en orgánico significa serlo en todas las plataformas a la vez
Estrategia de contenidosLa definición exigente de dominar el orgánico es hacerlo cross-platform: LinkedIn, TikTok, Instagram, YouTube largo y shorts, Snap Spotlight, podcast y prensa al mismo tiempo. Como prueba, el hablante señala que es de los pocos que tiene 5 millones de seguidores en LinkedIn y 15 millones en TikTok, dos audiencias que casi nadie construye en paralelo.
If you are not the best in the world at organic social media in the way I define that as cuz I know you you two have been paying attention for a long time is I'm one of the few humans that equally has 5 million followers on LinkedIn as I have 15 million followers on TikTok. I'm talking cross-platform. I'm talking YouTube shorts. I'm talking Snap Spotlight. I'm talking Instagram. I'm talking YouTube proper, YouTube shorts. I'm talking podcast. I'm talking news I'm talking
Escúchalo en el minuto 8:20
Marca y posicionamientoEn un entorno donde cada bando espera que elijas lado, ocupar deliberadamente el centro amplía a quién puedes hablarle. El criterio con los invitados del podcast es escuchar a gente de todo el espectro para entender qué la mueve, y la propia identidad visual del libro es morada a propósito, como señal de esa posición.
political spectrum and it's so funny because we have somebody on the right flustered and I'm like listen, we just want to listen to people and understand what makes them tick. I'm just saying look, meet me in the middle and they trading attention is purple for a reason. I'm obsessed right now with purple. I'm so tired of red and blue. really don't. I'm super purple and I'm like I because I'm purple like I get it.
Escúchalo en el minuto 1:07:11
Convierte tu producto en material obligatorio: currículo universitario y manual interno
Canales de adquisiciónAdemás de venderlo suelto, el plan es ponerse serio con los profesores universitarios para que el libro sea el libro de currículo de la asignatura, y usarlo como el manual que se entrega a todo el que entra en la propia agencia. Son dos canales de distribución recurrente que no dependen del lanzamiento y que además fabrican autoridad.
in the hotel I was like, "Oh [ __ ] I need to get serious cuz I knew I was like, "Fuck. I need to get serious with college professors. This is the curriculum book." This is the next one. Yeah, this is the curriculum. I By the together. The manual that we are going to give to everybody when they join VaynerMedia to lead and hopefully the manual to the modern marketing world and
Escúchalo en el minuto 1:14:21
G-O-O-G-L-E: la táctica se busca, no se pregunta
Estrategia y decisiones de negocioAnte preguntas de manual en conferencias con miles de personas, la respuesta era pedirle a la sala que sacara un lápiz y deletrear Google. El punto es que si alguien no sabe que puede buscar por su cuenta cómo poner anuncios en TikTok o cómo hacer newsletters en LinkedIn, el problema no es la táctica sino la falta de actitud de estudiante permanente.
time someone asked you a question, you said, "G O O G L." not like 100. And I was just like, "All right, everybody take out your pen." I'd be like, "Here we go. G O O G I mean students be like, "Gary, how do I run ads on TikTok?" If you don't know that you can Google that, then we're in big trouble already. Forever student.
Escúchalo en el minuto 1:16:54
Marca y posicionamientoEn 2008 el hablante escribió que la gente se haría conocida y construiría negocios alrededor de aquello que le interesa, a escala. Nadie le creyó: ni su editorial, ni su escritor fantasma, ni la audiencia, y las reseñas iniciales en Amazon lo trataban de vendedor de humo por sugerir que alguien podría ganar 100.000 dólares al año en YouTube. Quince años después esa reseña es la que suena ridícula.
And the thesis, people will become famous and build businesses around the things they're interested in at scale. And people [ __ ] on me heavy when that book came out. It came out in '09, I wrote it in '08. This is like 15 years ago now. That's when we were right when I [ __ ] sat and wrote this book in 2008 and and I wish you knew how nobody believed me. Not my publisher, not my ghostwriter, not my [ __ ] not the audience. People [ __ ] Go look at the Amazon reviews when I first put this out. Literally, people wrote things like, "This snake oil salesman's trying to tell you you're going to…
Escúchalo en el minuto 3:23
El creador que empieza a creerse su propio hype actúa desde la inseguridad
Estrategia y decisiones de negocioUn patrón repetido es el del creador que consigue tracción y de golpe se cree su propio relato. Para el hablante la humildad es el ingrediente que le falta a casi todos porque la mayoría opera desde la inseguridad y no desde la confianza real: el mal comportamiento sale de ahí. Su explicación de por qué es amable es simplemente que está seguro de sí mismo.
Like I'm a human. I have Even on the creator side, right? You start to see people that like are starting to kind of make it and they're getting the traction and then all of a sudden they start to like believe their own hype and they start Of course. What is Humility is the missing ingredient for almost everyone because most people are grounded in security versus actual confidence. Talk about that. Well, like the reason I think I'm nice is because I'm confident. It's not super com- complicated. Most people have bad behavior from their own insecurities. Where do you think that
Escúchalo en el minuto 19:09
4 millones de dólares en un comercial de TV es hoy la peor inversión
Canales de adquisiciónEl hablante afirma que gastar 4 millones de dólares en producir un comercial para televisión abierta o cable, fuera de streaming, es en 2024 la idea más estúpida posible. Es la cifra que usa para contrastar el costo del canal tradicional contra el social orgánico, aunque aclara que no desprecia a quienes siguen creyendo lo contrario: cree que el tiempo los va a dejar en evidencia.
stupid. I think they'll be proven to be wrong. I don't think in 2024 spending $4 million on making a commercial for television on a non-streaming service on network TV or cable is a good idea. I think it's actually the stupidest idea. But I'm not mad at anyone if they see it differently.
Escúchalo en el minuto 26:00
Compararse es inútil porque no sabes qué carga lleva el otro
Estrategia y decisiones de negocioFrente a la acusación de hablar desde el privilegio, Vaynerchuk responde que todo el mundo carga algo: hay gente con cosas atroces encima que nunca ha tenido fuerza para decirlas en voz alta. Y añade que definir el privilegio por el dinero es un error, porque el dinero no correlaciona con la felicidad y él conoce a mucha gente rica más infeliz que la que no lo es.
Everybody has something. The thought that that I have it like the thought that other people have it better than me, that is stupid. Why would anyone think that? You don't know what about people's lives. You know how many people have had atrocious things happen that they've never had the strength to say out loud, nobody on earth knows? There's everyone's walking around with secrets. Everyone has skeletons. Everyone has trauma. Everyone has pain. That's the thing. The stupidest [ __ ] thing I know on earth is that people define people of privilege with money. Money has no correlation to…
Escúchalo en el minuto 38:13
Marca y posicionamientoEl plan de VeeFriends es una marca omni: si un niño conoce al personaje leyendo un cuento a los cinco años, después sube por cómics, animación, anime, películas, juguetes y cartas coleccionables, y al final llega al coleccionable definitivo, la pieza número uno de la colección. La lógica es construir afecto por los personajes primero y dejar la monetización cara para el final del recorrido.
affected by it. I am going to build a BFriends world. BFriends is Pokémon meets Sesame Street. Obviously you had but it's a it's an omni brand. Cartoons, toys, trade If you go to eBay right now, But what really what I'm building is like literally the next Marvel, Pokémon. collectibles. VFriends Series 1 is something I'm going to try to make people give a [ __ ] about. If they start by reading about Patient Pig when they're five, by the time they think Patient Pig is cool, as they go up the ladder into comic books and animation and anime and movies and toys and collectibles and trading cards…
Escúchalo en el minuto 53:28
Estrategia y decisiones de negocioEl error del mercado fue meter todos los NFT en una sola categoría, como si fueran todos arte o todos Beanie Babies. Vaynerchuk compara con mercados de coleccionismo maduros: solo el 1% de los relojes vale dinero y, de los miles de millones de cartas impresas en cien años, la que vale es la de novato de Michael Jordan. Su predicción es que ocurrirá lo mismo con el 1% de los NFT.
great time in NFT land. Everyone's confused about NFTs. NFTs are forever, but everybody thinks NFTs are Beanie Babies. NFTs are stuffed animals. Only 1% of NFTs are going to be good. The thing that everyone got Everyone just thinks that NFTs are all art, all watches. 1% of watches are worth money. Yep. 1% of trading Do you know how many trading cards have been made in the last 100 years? Gazillions. But but Michael Jordan's rookie card's worth a lot of money. What people got confused about is they coupled all NFTs into one thing. Not all of Everybody was confused. Not all NFTs are going to be…
Escúchalo en el minuto 54:59
Canales de adquisiciónGary Vaynerchuk describe la trayectoria de facturación de la licorería familiar mientras la dirigía: 4, luego 10, 17, 25 y 30 millones. La palanca completa fue llevar el negocio online, con email marketing y contenido, en una industria que todavía no lo hacía.
you know for my dad it was you know he was thrilled cuz the business went from 4 to 10 to 17 to 25 to 30 like I [ __ ] annihilated it. Changed the course of our lives. online, right? Is that like Brought it online. That was the whole punchline. I was like the internet's going to win and email market and he would get upset.
Escúchalo en el minuto 49:34
De una tienda de vinos a una agencia de 2.000 personas en 15 años
Marca y posicionamientoEl hablante pasó de manejar la tienda de vinos de su padre a construir en quince años una agencia global de 2.000 personas con clientes como Procter & Gamble, Pepsi y Fanatics, compitiendo contra las agencias tradicionales que hacen la publicidad de BMW, Gap o Exxon. Atribuye la ventaja a que el creativo social orgánico pasó a ser el punto de partida del marketing y ellos ya estaban ahí.
VaynerMedia has become one of the largest independent agencies in the world. Literally, 15 years ago, I started VaynerMedia. I was in the wine retail business running my dad's wine store, and in 15 short years, we built a 2,000-person global agency for Procter & Gamble and Pepsi and Fanatics. Like, we're we're it. Like, I was just in Miami at Possible Con. Like, everyone knows in advertising, the Mad Men, like the people that do the advertising for BMW and for the Gap and for Exxon. Like, the biggest that world, everyone knows they're on call that I'm coming to get them. And the reason we're…
Escúchalo en el minuto 6:44
VaynerX: 2.000 empleados y miles de millones de dólares invertidos en medios sociales
Canales de adquisiciónLa agencia declara 2.000 personas, presencia global fuerte en Asia, Latinoamérica y Europa, y miles de millones de dólares de inversión en medios por cuenta de sus clientes, concentrada en social. Es la escala que sostiene la autoridad con la que habla del canal.
that, but now VaynerX is huge with 2,000 people. It's global, right? Like we're huge in Asia, we're huge in Latin America, we're huge in Europe. We're we're big. We're spending billions of dollars in media on behalf of clients in social.
Escúchalo en el minuto 1:13:14
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