I always thought Gary Vaynerchuck, the video wine guy, was a media hot dog who graduated from doing goofy low-rent videos on wine to become an Internet business guru. Then I saw him the other night work a crowd of 100+ at Powell's Books in Portland, OR and changed my mind.
Gary Vee is a hot dog. Glib, funny and focused he is relentless in selling himself and his brand. He took his family's mom and pop wine store in New Jersey and turned it into an online eComerce powerhouse using homemade social and new media. So it's not too surprising that he's become an advocate, a champion and an evangelist for others to follow his path. This is the thrust of his new 150-page book Crush It.
Seeing Gary live reminded me that he is a modern day Horatio Alger; an immigrant kid who worked his ass off to succeed and who keeps doing it. Part techie, part smooth talking Internet guru, part Tony Robbins, Gary believes that the Internet changes everything, destroys the 200+ year old media model, sweeps away gatekeepers at every level and empowers anyone with passion and elbow grease to have a genuine shot at happiness and/or wealth. Pointing to the fact that the Internet eliminates cost barriers for the creation, distribution and promotion of content, his message of universal hope is ... "go for it."
Here's the gospel according to Gary Vee synthesized and distilled as I understand it.
Focus and work hard. If you work day and night and focus on the prize you'll be much happier and maybe much richer than working for the man. Gary is grateful for what he has been able to achieve but worried that Americans have become fat, happy and divorced from the fundamental energy that built this country.
Content is King. Millions of people have strong interests and an insatiable appetite for content about the stuff they love. If you know something and care about it you can create and monetize this content. You don't necessarily have to be original, you can aggregate information or display it differently.
Follow Your Star. Life is too short to do things you hate. Find your passion and follow it. Your gut will be your guide.
Social Media multiplies promotion and distribution. YouTube, Flickr, Facebook, MySpace, LinkedIn and Twitter let you get the word out quickly and cheaply to targeted groups of people who might share your passion. If you can get something viral going you can build relationships sufficient to launch and grow a decent sized business.
The Internet Levels the Playing Field. Everybody gets an "at bat" because everyone can put up a site, a blog or build a community of interest. Big media has fragmented and will continue to do so. No longer will editors and producers decide what gets seen, heard, read or talked about. You'd be surprised at the kind of critical mass you can achieve with an audience much smaller than a local newspaper or a middling TV show.
Be Direct. Don't be afraid to talk to anyone and everyone. You never know what opportunities you'll turn up. Invite people to do business with you. Don't be bashful. Share your enthusiasm and your energy. Thank your customers and prospects early and often. The Internet widens your circle and offers you the potential to build a powerful network. Grab onto it.
Comments