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We Asked Gary Vee How to Build a Billion-Dollar Brand — Transcript

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0:00This is the greatest era of opportunity
0:02in mankind history and 99% of the people
0:05walking outside right now think the
0:06world's coming to an end cuz they listen
0:08to all the negativity and they're wildly
0:10confused.
0:11>> We're in 2026, you're starting up, what
0:13do you do?
0:13>> I would make content. The dollars don't
0:15scare me at all cuz it takes no dollars.
0:17[music] I would spend every ounce of
0:20time learning AI cold. Social media is
0:24free. That is a profound meritocracy for
0:2616-year-olds in the middle of nowhere. I
0:28think entrepreneurship is the most
0:30underrated thing in the world. If there
0:31are not humans amongst us 8 billion who
0:34are striving to create, there is
0:36nothing. The [ __ ] do you think the world
0:37is? You will not be this hot forever.
0:40>> [singing]
0:40>> Man, are you selling the company next
0:42year?
0:42>> No.
0:43>> Great. Then you need to make a lot less
0:45profit.
0:45>> I don't know. Um
0:47>> [laughter]
0:48>> My cursing, my alpha energy, there are
0:50people who don't like me. Gary, you push
0:52success up. I'm like, [ __ ] you. No, I
0:55don't. You were at 16 wanted to make it.
0:58That's what you were hearing from me.
1:00>> [music]
1:06[music]
1:18>> Gary.
1:19>> Yes.
1:19>> This is a special day. Not only cuz
1:21we're with you, which of course, but we
1:23haven't filmed a podcast realistically
1:25in like over a year and a half. Okay, we
1:27were like one of the biggest podcasts in
1:29Spain and Latin America.
1:30>> Yes.
1:31>> It just got to a point where we had we
1:32weren't having as much fun anymore. So,
1:34we're like we don't need to force
1:35anything in life. We wouldn't do things
1:37that we enjoy.
1:38>> I agree.
1:38>> And the day we chose to bring it back is
1:42today cuz we're coming to New York.
1:44>> Yes.
1:45>> New York is the city where dreams are
1:47built.
1:48>> Yes.
1:48>> Where all the people we've been
1:50following in the culture are and you
1:52know you're one of the people that have
1:54inspired this business and us to have a
1:56vision of what entrepreneurship could
1:58be. So, to just get an hour and a half
2:00today to be able to chat. Gary's the
2:02like 15-minute man. You don't get more
2:04than 10-15 minutes with Gary,
2:05>> [laughter]
2:05>> man. So, we have a [ __ ] hour to chat
2:08today and to talk about things. It's
2:10exciting.
2:11>> Before we start talking about dreams, I
2:12I have something to show to Gary,
2:14actually.
2:15>> Okay.
2:15>> I don't know if you remember,
2:17but I I wanted to to bring it back.
2:18>> I remember. This is I remember very
2:20well, brother.
2:21>> What does it say? What does it say? It's
2:23a DM from
2:24>> August 2022. And what about the mention
2:26in 2018?
2:28>> [laughter]
2:29>> 2018.
2:31Yeah. I mean, it's just like, you know,
2:33you know, what's what's so incredible is
2:35watching this journey from afar with you
2:38guys.
2:39Nick's obviously been along the way as
2:41well. You know, for you know, we're just
2:43we talk about you so much. This is like
2:45sitting in this gorgeous
2:47I mean, you guys really did a nice job.
2:49This gorgeous New York City store that
2:51you're about to open. It's been a lot of
2:54fun. I like, you know, my career has
2:56been seeing around corners. I've had a
2:58good career in being early on things,
3:01whether it was
3:02you know, startups or people or or
3:04projects
3:06like this one.
3:07Um
3:08and it's just um
3:09I'm not surprised. Like from the first
3:11time you guys sat in my office
3:13>> Man, you're like you changed my life.
3:15I'm from a small town in in it's called
3:17Burgos in Spain.
3:18>> Yes.
3:18>> And I don't even know how I came through
3:20one of your videos. And with my partner
3:22Bruno, we started a clothing brand 22.
3:24We started a clothing brand 3 years ago.
3:25>> to this moment and everything in
3:27between. I'm happy for you. You guys
3:29have earned it.
3:30>> I really want to use this as a personal
3:32mentoring situation. I told you before
3:34the podcast.
3:34>> normally do that when we're together.
3:36[laughter]
3:37>> But before
3:38>> format, I whether it's podcast,
3:40recorded, not recorded, you're very
3:42smart on extracting as much as possible,
3:45which I'm I'm humbled by cuz I'm
3:47flattered by your interest in my
3:48insights or thoughts about things. Um
3:50so, I'm happy to do it.
3:51>> Before we do that,
3:52>> I want to do something for the
3:5416-year-old Bruno and Alex, which you
3:56were just a few minutes ago, freaking
3:57the [ __ ] out
3:59if they were right here. And the
4:00question is, okay, we're in 2026. You
4:03have 1,000 euros tomorrow to your bank
4:06account. You're starting up. What do you
4:08do? What business do you start? What
4:09type of brand? What platforms are you
4:11on? Like
4:12This is for the kids.
4:14>> I would make content.
4:15>> Okay.
4:16>> I would spend every minute I wouldn't
4:17The dollars don't scare me at all cuz it
4:20takes no dollars.
4:22I would spend every ounce of time
4:25learning AI.
4:27Claude. Claude.
4:29Like
4:30from
4:31what open Claude is to Claude code to
4:35using it to think and ponder my ideas.
4:39It is not lost on me that society
4:41rightfully so is trying to figure out
4:43how big this technology is and what's
4:44the pros, what's the cons. But for
4:4616-year-old you two
4:48in the middle of [ __ ] nowhere Europe
4:51to not take advantage of how profound
4:54this technology is, much like the
4:56internet, much like computers, much like
4:59electricity, there will be pros and cons
5:02to big technologies. That is the story
5:04of man. That is life.
5:07Uh, this is the most
5:09opportunistic technology that has ever
5:12been invented. Let there be no
5:13confusion, boys.
5:15Had there been no internet,
5:17you would be nowhere close to where you
5:19are professionally today.
5:21>> Facts.
5:22>> Nowhere.
5:22>> I wouldn't have even met met Bruno.
5:24>> Yeah, we wouldn't have even met.
5:26>> So, I think people grossly underestimate
5:28how profound the internet is, especially
5:30in your gen, cuz you don't know a world
5:33without it.
5:34I had the luxury of living the first 18
5:36years of my life without it.
5:37>> Mhm.
5:38>> So, for me it's very easy to understand
5:40how profound it is.
5:42For for 7-year-olds right now, they will
5:45never understand how profound AI is. You
5:48will because you guys got into your 20s
5:51before it became mature and changed
5:53entire world. Every 16-year-old watching
5:56right now must master with all the
5:59unlimited [ __ ] time a 16-year-old has
6:01in how to create content, in how to
6:04think through strategies, in how to
6:05build apps, in how to completely AI
6:09their entire world.
6:10For as much time as a 16-year-old has
6:12now
6:14if they map AI properly, it will do
6:16their homework for them.
6:17It will do their chores for them. It
6:19will save them money. AI is going to
6:21help kids who are super sad that they
6:23can't get all any of these great pieces
6:25you have cuz they sold out so fast and
6:27they will find out how to buy it the
6:29nanosecond it's available somewhere
6:30secondary at the best price without
6:33spending a minute on it. They'll just
6:34set up their gentic agent to do it.
6:37If I was 16 years old, I would
6:39completely pot committed learn every
6:42single thing
6:43about everything about Rock, everything
6:46about Gemini, everything about Nano
6:49Banana, everything about everything
6:50about everything about Higgs field,
6:52everything, everything, everything, all
6:54of it, all of it. And then with that,
6:57you have to be self-aware. Everybody
6:58behind the camera here are different.
7:00What do you deploy it against?
7:0216-year-old me would have made something
7:04to sell cuz I'm a businessman. Right?
7:06Whether I made an app or whether I
7:08bought things
7:10and did live shopping, you know, I'm
7:11very passionate about live shopping. I
7:12think whichever cool brand like you or
7:15whichever high-end fashion brand like LV
7:17major Chanel
7:20has the humility to look at live
7:22shopping for what it is versus looking
7:24at it as hurting the brand.
7:26>> Yeah.
7:27>> And that's what social media was. Your
7:29opportunity, why you were able to build
7:30this was because the leaders in fashion
7:3320 years ago
7:35didn't understand what social was. They
7:37thought it hurt their brand. Today, you
7:39guys are not thinking about live
7:40shopping cuz you think it's beneath you.
7:43Cuz you're bougie now.
7:45>> [laughter]
7:47>> And uh and that is an opportunity. And
7:50so, I would with a thousand bucks
7:52probably buy a thousand dollars worth of
7:53stuff.
7:55And probably sell it on live shopping.
7:57Cuz then I'd have $3,000 worth of money.
8:00>> is TikTok when you say live shopping,
8:01yeah?
8:01>> It is TikTok. It's what Whatnot is a
8:04standalone app that's starting to gain
8:06real momentum. But I think within the
8:07next 36 months, you will see Instagram
8:11have a real live shopping, not a
8:12[ __ ] one that looks like TikTok. I
8:14think you will see Google and YouTube
8:17have real live shopping. I think you'll
8:18see Twitter and Amazon and others. Live
8:21shopping is an inevitable outcome.
8:23>> Live shopping, what is the dynamic? You
8:25set up a live stream and you start
8:27showing your clothes.
8:29How would it be for us, for example?
8:30>> I mean, the mindset that you need to
8:31think about is like
8:33you just have to first realize you just
8:34need to calm down and realize it's just
8:36capitalism.
8:38>> [laughter]
8:39>> Is there I just [ __ ] read what is in
8:41the cup in front of him.
8:43>> [laughter]
8:43>> Yeah, you just set up this beautiful
8:45camera. And what's amazing about TikTok
8:47and this morning at 7:00 a.m. I was on
8:50TikTok live. Went into studio and went
8:52on TikTok live. Was on for an hour,
8:54right train? Was on for an hour. And at
8:56the end of the show, cuz I wanted to
8:57teach people who were watching me, I
8:59wanted to teach them how profound this
9:00technology is. I was live. I was
9:01answering people's questions. I was not
9:03doing live shopping, but because I was
9:05on TikTok live and I have a shop, I did
9:07throw up some VFriends by Pokémon brand
9:09items. And people were buying them. But
9:11I said at the end, "How many people here
9:13who are watching right now have never
9:15seen me before?" I don't mean
9:18don't follow me normally. I don't mean
9:21like
9:22you know, "Oh, I've seen your face or
9:23your voice I I yeah yeah yeah or a viral
9:25clip." I mean, you in your whole life
9:28have never seen this face even though I
9:29have 50 plus million followers, 73
9:32trillion views for 20 years. And the
9:35amount of people that said me, shocked
9:38the other thousands.
9:40Because what TikTok does, and why Nude
9:42Project should be on TikTok live 24
9:44hours a day. I'm dead serious.
9:47Is because TikTok throws content into
9:51people's for you pages randomly. That is
9:54called free discoverability.
9:56>> And the best attention is there.
9:58>> The most underpriced attention is there,
10:00my friend. That's right. If you went
10:01live right now on TikTok a new project
10:04and start to show the showroom, many
10:06people who have never heard of this
10:07brand would see it. If you went live on
10:09Instagram, only people that know this
10:11brand would see it. Do you understand
10:12how profound that is?
10:14>> [laughter]
10:14>> I think it's crazy. It's crazy.
10:15>> So, when you go live shopping
10:17>> now.
10:17>> When you go live When you go live on
10:19TikTok and you're selling something and
10:21you're 16 years old and you have no
10:22followers, TikTok does the work for you
10:26the first part. Then there's people
10:28watching, then you've got to keep them
10:29and sell [snorts] them. That's on you.
10:31But it's for free. I grew up in
10:33marketing
10:34well into my 30s where nothing was free.
10:37If I wanted to sell mail, direct mail,
10:39money. If I wanted to be in a newspaper
10:42ad, which I did a lot of back in the day
10:44for real money. If I wanted to run a
10:46commercial on TV, real money. Radio ads,
10:48I did all of that. All cost money.
10:51Social media is free.
10:54The distribution. Of course, you can
10:56spend ads, but you don't have to.
10:58Alex Earl spent nothing.
11:00Mr. Beast spent nothing. So, I built my
11:04brand with zero on Twitter from 2007 to
11:0611. Zero. That is a profound meritocracy
11:10for 16-year-olds in the middle of
11:11nowhere.
11:12And it's even better because now the
11:14production value, what you can do with
11:16AI
11:17uh it's it This is the greatest era of
11:20opportunity
11:21in mankind history.
11:24And 99% of the people walking outside
11:26right now think the world's coming to an
11:27end cuz they listen to all the
11:28negativity and they're wildly confused.
11:32>> Okay, I have I have a serious doubt. Uh
11:35we're talking TikTok live. Okay, I I
11:38understand the opportunity. I see how
11:39right now it's where you can get most
11:41exposure easiest. Fashion is about being
11:45aspirational. Sometimes being
11:46aspirational means having a sense of
11:49enigma.
11:50>> Yes, I understand.
11:51>> How do you How do you make that
11:52compatible with being on camera, let's
11:54say 24/7, or if it's not 24/7, an hour a
11:56day?
11:57>> I think it's very easy. Like
11:59you know, it's it's understanding when
12:02to be accessible for the rationale to be
12:06aspirational. Meaning, you showing up on
12:08camera, or you having constant contact
12:10content,
12:13your accessibility is just the promotion
12:17of your product.
12:19When Prada or Gucci ran full-page ads in
12:23Vogue in 1987, everyone was seeing it.
12:25If you were on 24/7, you two and the
12:28brand, 24/7 on social,
12:3024/7, because of how fragmented the
12:32world is,
12:34you would have less exposure than what
12:36all the fashion brands that you look up
12:37to got on just one full-page ad in
12:39Vogue.
12:41So, that's the answer to your question,
12:42my friend.
12:44>> That's what Okay. The only thing would
12:45be like I I think they they create the
12:48the behind that life had to be something
12:50that's aspirational in that regard,
12:51because the Prada ad looked amazing, and
12:53the life that you do can't be looking
12:55like [ __ ] you know?
12:56>> Yeah, again, I think Listen, I'm
12:58incredibly empathetic to the douche-ery
13:00of the fashion industry.
13:01>> Yeah.
13:02>> [laughter]
13:02>> Like listening to you guys be douchebags
13:04with each other right now
13:05is I'm very inspired, and [laughter] I
13:07know people love it. They [ __ ] love
13:09it, because people love classicism.
13:11People love [ __ ] velvet ropes. People
13:14love to live in high school for the rest
13:15of their [ __ ] life. I understand what
13:17you're talking about, and I understand
13:19it. Comma,
13:21you can do both.
13:23Let me ask you a question.
13:24>> Let's go.
13:24>> When When you opening the store?
13:26>> Uh tomorrow, Saturday, 12th.
13:28>> Great.
13:28>> 42 Greene Street, I'm sorry.
13:29>> How many people would you hope are lined
13:32up to get into this What is your dream,
13:36you two beautiful young men? What is
13:37your great dream of how many people that
13:40you wished were lined up tomorrow to go
13:43into the store? What's your What's your
13:44guess? Don't Don't like What's your
13:46guess? How many people do you think are
13:47going to be lined up?
13:48>> I would say, humbly,
13:50>> Humbly.
13:51>> [laughter]
13:51>> Yes.
13:52Which I know is a challenge.
13:54>> No, I think I really I never know.
13:57>> What's What's your
13:57>> Let's say 200, 300 people.
13:59>> You would be You would be like
14:00>> We would be happy. We would be like,
14:01yes.
14:01>> We would be happy. You would be like,
14:02that's what we expect, right?
14:03>> Yes.
14:03>> So, if it's 80, you're like, [ __ ] And
14:05if [laughter] it's And if it's 500,
14:07you're like, okay, we're cooking, right?
14:08>> Yes.
14:09>> Let me ask you a question. My point that
14:11I've made for the last 5 minutes is if
14:14you understood how to balance both and
14:16didn't just succumb
14:17to the ideology of the of yesteryear and
14:20how the brands did it before you. And
14:22you understood the nuance and mutation
14:24that I'm saying that both are
14:25achievable.
14:27I think you would have 5,000 people
14:28outside.
14:30That's it. And then the question becomes
14:31what are you guys doing? Are you trying
14:33to show off to 30 and 40-year-olds that
14:36you look up to in fashion? Or are you
14:39trying to build a billion-dollar
14:40business? And by the way, you're allowed
14:42to do whatever the [ __ ] you guys want to
14:44do. But my intuition is, from the many
14:46years that I've known you, is you're
14:47trying to build a business.
14:49And I think you're doing it very well,
14:51and I think you're doing it slow and
14:52strategic. I just always challenge
14:55myself of how can I do it better and
14:57what do I believe
15:00that is someone else's You two men
15:03are not the inventors
15:05of to be a proper fashion brand, you
15:07need to build some level of
15:09non-accessibility. You two are not the
15:11inventors.
15:13You are the followers.
15:14>> Yeah.
15:15>> Given how the world works, can you be
15:17the inventors of achieving both?
15:21>> I think that's what we're working on
15:23being for the past few years.
15:25>> Yesterday I I told I told Bruno
15:27we we were going out of the Tommy
15:30Hilfiger runway. Tommy is a design game
15:33and our game has been the
15:34entrepreneurship game. So
15:36like we're both marketers. We can't we
15:38come from that background and I feel
15:40like we have hacked the system [snorts]
15:41in that way maybe. So maybe we need to
15:43double down on that.
15:43>> And by the way, both you and Tommy ended
15:45up in the same place. You are marketers
15:48but like when I walk around and look at
15:50this product, like [ __ ] man, I don't
15:52really know fashion like you [ __ ]
15:54but like no [ __ ] I like walked in
15:56and I'm like, man, this this product's
15:57nice.
15:59You know, like I'm like this is what I
16:00think everyone thinks is cool. Like
16:02that's like [laughter] and for Tommy
16:05like Tommy's a marketer.
16:06>> He is a marketer, yeah.
16:07>> Yeah, you just don't know the history
16:08well enough. He's a [ __ ] marketer. To
16:10get to the levels of commercial success,
16:12whether you are a creative all the way
16:15or a marketer all the way, to get to
16:17that level you end up in the middle
16:19anyway.
16:20>> I have another debate that just popped
16:22in when I was hearing you. The whole
16:23concept of a personal brand has become
16:25very strong recent times. It's It wasn't
16:27invented in recent times. No, because
16:29Steve Jobs had a personal brand, you
16:30haven't had a personal brand, etc. But I
16:32feel like recently it's like, oh, you
16:33want to start a business, you want to
16:34start a brand, you need a personal
16:36brand.
16:36>> It is a massive weapon. You don't need
16:38>> How do you feel about it?
16:40>> think you need anything.
16:41I think I can name I mean not I mean you
16:44can name unlimited businesses
16:46that do not have a personal brand and
16:48they are crushing it.
16:49>> Yeah.
16:50>> Right?
16:50>> Yeah.
16:50>> That being said, it would be delusional
16:53not to understand that the ability to
16:55document your journey of building a
16:57brand, it's one of the weapons that
16:59every entrepreneur
17:00should be considering, but it is not a
17:02requirement. Anybody who's watching
17:04right now who's introverted, who values
17:06their private life, but wants to build a
17:08brand, I have tremendous news. It is not
17:10a requirement.
17:11Everyone who's open to it, I have
17:13tremendous news. It is a new weapon in
17:15our arsenal to build a business and that
17:17is remarkable.
17:18>> There's also people that maybe like
17:21VaynerFriends, but then they see you
17:23speaking on camera and they're like,
17:24"Oh, I don't like this guy." There's
17:25people that love you, but there's people
17:27that are going to because a personal
17:28brand is much more personal the name
17:30entails, no?
17:31>> I Yeah, I think that's right.
17:32>> Isn't that a dangerous for a brand?
17:34>> It's dangerous if you have if you are
17:36the type of personality that more people
17:38dislike you than like you.
17:40>> [laughter]
17:41>> Makes sense.
17:42>> for me, it is not lost on me my cursing,
17:45my alpha energy, my my There are people
17:47who don't like me. Luckily for me, many
17:50more like me than don't like me, and so
17:52I'm willing to play those games.
17:53>> Going back into the AI opportunity, if
17:56we go into Gary Vee ChatGPT, what is
17:58something that you're doing that would
17:59blow our minds?
18:00>> I post like a a thousand pieces of
18:01content a day.
18:03>> On the different social media platforms.
18:06>> Using ChatGPT?
18:07>> No, I'm not using ChatGPT. In fact,
18:09Claude has become my primary. Like I
18:10don't like but no, I'm using a full
18:12stack of open claw. We call our open
18:15claw Larry, and we work with Larry. Me
18:17and my team work with Larry, and I am
18:20now posting close to a thousand pieces
18:22of creative a day for the Gary Vee brand
18:25across 10 platforms across over a
18:27hundred handles. And yet, I went on
18:29TikTok live this morning and said, "How
18:31many of you have never seen this face in
18:33your life?" And hundreds said me. As you
18:36boys worry about overexposure,
18:38>> [laughter]
18:39>> you can imagine, you know, as somebody
18:40who's traded
18:42the currency that is most valuable in
18:44the world, attention, for now almost 30
18:47years effectively, I side smile when
18:50people worry about overexposure.
18:52Overexposure is unachievable. There's
18:54too much fragmentation.
18:55>> Going back to AI, say we're super we're
18:58super basic with AI with the knowledge
19:00we have right now. No, I think we're
19:02doing like very minimum or we're we're
19:03just there.
19:04>> You're busy. You're in it.
19:04>> Can you give me Give me a step-by-step
19:07formula to You're me right now. How do
19:09you get going with it?
19:10>> I'm actually telling you, not for the
19:12show. I'm telling you two that you need
19:14to take an entire week off.
19:16>> Okay.
19:16>> Clean it out.
19:18And bring whoever the brain trust is
19:20here.
19:21Or if you don't have it, bring outside
19:23people that can help you. And you two,
19:25not your CTO, which I don't even think
19:27you have. Not somebody else. You two
19:30human beings tomorrow. Like you know,
19:32when you guys do the whole like the
19:34summer house and the pizza and all that
19:35[ __ ] You need to go to like a cabin
19:38in like Michigan.
19:39>> [laughter]
19:40>> Not New York fancy streets in San
19:41Francisco. You need to go to [ __ ]
19:43Siberia.
19:45And you need to spend 20 hours
19:48every day for 7 days learning absolutely
19:50everything about efficiency.
19:53Every single thing in here should be
19:55priced
19:56through the context of an AI
19:58infrastructure
19:59that helps you maximize the maximum you
20:02can charge for it. You know how much
20:04money you guys are leaving on the table
20:05with the products in here? You guessed.
20:09Now, it was an educated guess. You're
20:10like, "Oh, these [ __ ] are selling the
20:12hoodies for this much and this what's
20:13going on and our prior sales show this."
20:15But you don't know.
20:17But if you build the proper tech stack,
20:20you build the proper AI thinking, you
20:21can predict ahead, not look backwards.
20:24You're looking backwards when you're
20:25making all your decisions.
20:27Right?
20:28>> Mhm.
20:28>> I know this cuz we all do it. Do you
20:30know every morning at 7:30 in the
20:31morning I get a text from my OpenClaw
20:34that tells me the top 15 selling items
20:37on TikTok live shopping from the day
20:39before just to understand what the world
20:41is [ __ ] buying. The first thing you
20:43do
20:44>> Get a week off.
20:44>> ask me a question, is go to Claude or
20:46ChatGPT or Gemini and say, "Hey, it's
20:49me.
20:50>> What's up?
20:50>> This is my business. This is how much
20:52we're doing in revenue. This is what we
20:53sell. This is our history.
20:54>> Honestly, we do that every day. Like
20:56we're we're we're speaking to that
20:58sending all these messages every
20:59meeting. I I go back to it and speak to
21:01it.
21:01>> Are you putting it into an OpenClaw?
21:03>> No, I don't think so.
21:04>> Into a harness? Into like a like a
21:06central depository so it can go back to
21:08that. You could if you
21:10like for example our seven meetings, if
21:12you put all those notes in in Open
21:14Cloak, you could reference it. You could
21:16even ask it what would Gary think about
21:18this based on our seven conversations.
21:20>> Wait, what is Open Cloak? Open Cloak?
21:21>> It's it's a a hard Yeah, it's it's you
21:23know why everyone's buying
21:25Apple Mac computers? It's it's a central
21:29operating system, a harness, a computer
21:32where all your information's going and
21:34you're building on top of it. It's the
21:35brains. It's the soul. It's like it's
21:38your [ __ ] world.
21:40>> And who's the person
21:42>> [clears throat]
21:42>> most interesting to listen to about AI
21:44right now? Like if of course we lock in
21:46in a cabin Michigan where there?
21:48>> My brother AJ could answer that much
21:50better. He's got his Twitter Grok
21:52[ __ ] cooking. I
21:55I'm not good at knowing who's doing good
21:56things. I'm good at watching what the
21:58world is doing. So everything is very
22:00gray.
22:01>> Your life is like a for you page.
22:02>> Yeah.
22:03>> [laughter]
22:03>> In a real way, brother. My life is just
22:05to pay attention I mean, think about how
22:07early I was on you guys.
22:08>> You were super early. Crazy early.
22:10>> Like like literally after this week,
22:12people are going to be like, oh I
22:13discovered this like literally this
22:15week.
22:16People in the fashion industry like
22:18found a new hot [ __ ] thing. Right?
22:21>> [laughter]
22:21>> And like that doesn't happen by
22:23accident. That's me watching. That's us
22:26watching. That's how we live.
22:28>> There is a video gay like a year ago
22:30saying,
22:31do you know that Kith is the
22:33establishment?
22:34>> understand that Kith has become the
22:36establishment?
22:37>> about the Madhappy?
22:38>> Whether it's Madhappy or the Nude
22:39Project, like do you know [ __ ] or don't
22:41you?
22:42>> Do you [ __ ] know anything?
22:44>> [laughter]
22:44>> I was just like
22:45>> know [ __ ]
22:46>> I was at home like horny watching that
22:47video I'm like, [ __ ] [laughter] me. Yes,
22:50sir.
22:51No, it's true. It's true. You were super
22:53early. Speaking about Nude Project, I
22:54think it's a good moment to get into in
22:57depth right now. We want to do like a
22:59little GaryVee audit. No know, call it,
23:01but like
23:02and let's go in a very practical sense.
23:04>> Okay.
23:05>> Tomorrow
23:06we fire Alejandro Ben Yok. Okay?
23:08>> Real quick, Nick. Make sure tomorrow
23:09from the consulting department we send
23:11them a $280,000 check. You know,
23:13>> [laughter]
23:15>> invoice. We expect to see Go ahead.
23:18>> Okay, it's cheap. It's cheap.
23:19>> [laughter]
23:20>> Tomorrow Alejandro Ben Yok gets fired,
23:22okay?
23:22>> Gary For cause, right? Cuz he did
23:25something scandalous.
23:26>> [laughter]
23:26>> [ __ ] in New York. You become CEO. Gary
23:29V becomes CEO.
23:30>> Yes.
23:30>> First three things you're putting in
23:31place as CEO of Nude Project.
23:33>> 100 days of listening to all of you. 100
23:36days. Not even like no idea.
23:38100 days of context.
23:40I want to see every number. I want to
23:41know every story. I want to understand
23:43everything you've been thinking,
23:44everything that happened, and everything
23:46is why. Why did that happen? Why? If you
23:49remember our earliest meetings, like why
23:50are we going to do Italy store?
23:51Remember? Why? Why? Why?
23:53>> Yeah.
23:53>> I need to understand.
23:55Then I can bring the Gary V-ness of like
23:57what I've seen with Segel and Staples,
23:59or what I watched Kith and Ronnie do for
24:01years, or what I think Reebok has done
24:03well or not well, or what the Salters
24:05have done well or not well, what I've
24:07done well or not well. Like, what what
24:09is working, right? Out there. And then
24:12it's you start, you know, we cuz he's
24:14gone. You know, we are figuring out we
24:18inevitably would have conflict because I
24:21really believe in what we talked about
24:22earlier, which is I think there's a safe
24:25way to get a lot more people to know
24:26what we're doing.
24:27>> Yeah.
24:27>> Right? That does not compromise
24:29>> no? Without harming the brand.
24:30>> Correct. I mean, it's just very clear to
24:32me it's achievable.
24:33>> Yeah.
24:34>> Um and then the the debates would
24:36happen. But it would all be about
24:38attention and production. You know,
24:41pop-up stores, products. What One of the
24:44things I'd be thinking a lot about is
24:45permission.
24:47>> Permission.
24:47>> What What other categories of selling
24:50things do we have permission? Like, do
24:52we have permission to create, you know,
24:55a a We we about this early on actually
24:58very similar deja vu remember wallet
25:00like not just hoodie wallet what happens
25:03like I'm seeing it transform here you
25:05your product mix is much broader where
25:08else could we go should we open a
25:10restaurant
25:12you know a small restaurant in Barcelona
25:15for like to just to have a restaurant
25:18really as a production facility and a
25:21place to do certain things that a store
25:24is less conducive to do than a
25:25restaurant and becomes a discoverability
25:28moat for our brand you know I mean Polo
25:31Lounge in New York City for Ralph Lauren
25:33is meaningful.
25:34>> Yeah.
25:34>> You know so like what else could we be
25:37doing who else matters?
25:39What groups of people have not
25:42discovered us that we want where are we
25:44in Asia is that are we ready for that or
25:47is that are we battling on too many
25:49fronts how did this go? What went well
25:52what didn't so it's a lot of that.
25:54>> Oh it's a lot of everything.
25:56>> [laughter]
25:58>> You have to start to finally work.
26:01>> [laughter]
26:02>> I have so many questions they're like
26:06also something we we
26:07>> Let me ask you a question in these last
26:09two years of growth
26:10what's been the most surprising thing
26:12real talk be humble and vulnerable
26:14what's been most surprising good bad
26:16left right I know the success that's
26:18happening but I also know you guys
26:20that's not surprising you you were
26:21already at a point where you had so much
26:22momentum it makes sense.
26:24>> Let me start with two things one bad and
26:25one good.
26:25>> Okay.
26:26>> One bad thing or a challenge that we
26:28faced was actually us not doing perhaps
26:31the homework right on what you told us
26:34about family
26:35the first time we met
26:36>> Yes.
26:37>> because we I think we misinterpreted it
26:39>> Yes.
26:40>> and we in fact became like
26:44too close or we developed like unhealthy
26:46relationships with our employees some of
26:49them were super We're of and some of
26:50them are doing amazing But but our
26:52biggest challenge was was the team and
26:54we we we had to step up with with many
26:57roles in the in the leadership team for
26:59example.
26:59>> Your kindness, your family, your lack of
27:02candor to those people cuz you cared
27:04created entitlement. Yeah, listen. My my
27:06issue too. For a very long time.
27:08Everyone has to go through it. I mean I
27:10have literally goosebumps. You're very
27:12lucky that you know it now. I don't feel
27:14that I really really grasped it.
27:17What year did we first meet?
27:18>> 2020 2023
27:20>> Maybe, yeah. So, I would say you caught
27:22me just as I was starting to get good at
27:24it. I would say only in 2021 did I start
27:28to harness. I was 40 [ __ ] 5 years
27:30old. Whatever it was, you know. Only
27:32only then did I harness it. That's
27:34great. For you to be this young and
27:36already tasted it and know what it looks
27:38like, now you can find your balance. You
27:40went too left, you know, now you're in
27:42the middle with that. That's profound.
27:44But let me tell you why it's good. Why
27:46it's always better to build family
27:48versus not family. Yes, you probably
27:51have had some tough situations including
27:53people that you considered friends or
27:55maybe even before were friends who right
27:56now you're not in a great spot. One, I
27:58promise you it will come around. Two,
28:00look how many people you have that it
28:02did work out with and now you're family.
28:04>> Yeah.
28:04>> You know, I've had dozens that it didn't
28:06work out with. But look, that's my
28:08brother.
28:10You understand?
28:10>> Yes.
28:11>> It's different.
28:13It's it's very it's family.
28:15>> Mhm.
28:15>> You know?
28:16>> Mhm.
28:16>> That's different.
28:18And that you can't beat. How are you
28:20going to beat family? Continuity in a
28:23business is profoundly beautiful for
28:26many reasons. First, the human stuff.
28:28Second, the business results that come
28:30along with it.
28:31>> like family also in the US and Europe
28:33can be a little different just cuz how
28:35culturally we behave.
28:36>> Yes.
28:37>> Apart from that
28:38>> I think Europe does it better.
28:39>> I I I also do. I think we have
28:41>> I think America's great. I I'm obsessed
28:43with America.
28:44I I mean it. I was born in Europe,
28:46Eastern Europe. I think America's great
28:49flaw
28:50is family.
28:51I think America does not respect its
28:53elders the way the rest of the world
28:54does. Immigrant families in America do
28:57the family thing, but the American
28:58thing, there's just a different thing
29:00that should be and could be better and I
29:02hope will get better, but go ahead.
29:04>> No, so that that's one thing and I agree
29:06with what you said. And I think that
29:08that's part of the reason also why
29:09European brands are that's how I feel
29:11like are in such a good moment right now
29:12because I feel like there's certain part
29:14of European values that are very strong
29:16and I think we're commuting that to the
29:18world.
29:18>> agree, but I also think that European
29:21brands that do a lot of American things
29:23are doing well. You're American boys.
29:25>> Ah, the American dream.
29:27>> you are. You are. You [laughter] know
29:28what I mean? Like you know this. Like
29:30yes, on on the on the family part Europe
29:33wins, but on like
29:35the [ __ ] tenacity part and the
29:37contemporary like
29:38>> It's crazy. It's crazy. I feel like
29:39>> I love my European brothers and sisters,
29:41but you [ __ ] don't work.
29:43>> I I notice that we're slow in comparison
29:45with the Americans. We're slow. Like
29:47everything happens at a different pace.
29:49>> you're dead.
29:51>> [laughter]
29:53>> And you guys are sick also.
29:55>> You're right. You're right. You said And
29:57by the way, neither is right and wrong
29:58and obviously we're being tongue in
29:59cheek. If anyone's feelings are getting
30:01hurt, I don't really mean it, but like I
30:03grew up in the wine business. So all my
30:05business was in Spain, Portugal, you
30:08know, France, Italy. So I'm in my 20s
30:10and don't forget, there's also versions
30:12There's not one America. We're sitting
30:14right now in New York City. You felt the
30:16streets. That's not San Francisco.
30:18>> Yeah.
30:19>> That's not Boston. That's not Chicago.
30:21That's not This I mean again, I'm
30:23literally You could see it. We are We
30:25are right now where we sit, where we are
30:28right the [ __ ] now,
30:30this is the [ __ ]
30:31major This is the [ __ ] A A A A A of
30:36the entire world. This is the real
30:38arena. If this store does well on
30:40Saturday, you should be proud. This is
30:42the [ __ ]
30:43Winning in [ __ ] Rioja means nothing.
30:46>> [laughter]
30:48>> But winning in [ __ ] New York City is
30:50everything.
30:51>> I go back to the positive thing that has
30:53surprised us.
30:54>> I want to hear it.
30:54>> We've been getting so much Korean people
30:57in our stores. Like in Barcelona there's
30:59many Koreans getting in there.
31:00>> Once you win in Asia you win.
31:01>> And this is surprising.
31:02>> This is surprising because we haven't
31:04done nothing like proactively about
31:05>> this is the beauty of building a great
31:07product. Sometimes the product does the
31:09work for you. You know this. It's
31:11serendipity. Clearly the right people
31:15that influenced Korean culture, whether
31:17it was a K-pop star or 20 of them,
31:19whether it was an athlete, a soccer
31:20player, whether it was a model.
31:22>> Yeah, the BTS guys like our clothes for
31:24example.
31:25>> Well
31:25>> They go in the stores and
31:26>> Well then what the [ __ ] are we talking
31:27about? No no wonder you're No [ __ ]
31:30you're doing well in Korea. The biggest
31:31[ __ ] band in the world from Korea
31:32like that.
31:33>> [laughter]
31:34>> But so but now
31:35>> How are you surprised? That's the least
31:36surprising thing I've ever heard in my
31:37life.
31:38>> Do we go Do we go
31:40>> [laughter]
31:41>> Do we go Tik Tok live? Do we go to
31:42Korea? Or do we go back to building
31:44great products?
31:44>> That's because that's something that
31:46>> The answer is yes.
31:48Do all three.
31:49>> Everything.
31:50>> Yeah, bro. Like what are you doing with
31:51the money?
31:52>> Spending it all.
31:53>> Hire people.
31:53>> [laughter]
31:54>> In Ibiza, no?
31:57>> [gasps]
31:57>> That's it. You got it.
31:58>> Hire the right people to
31:59>> people.
32:00>> More people.
32:00>> More people. You're in the moment.
32:03By the way, I think this will make sense
32:04to you. You guys are smart.
32:07You will not be this hot forever.
32:09>> No.
32:10>> You can't.
32:10>> Yeah, that's the thing that we were
32:11talking about.
32:12>> Look. Once you hit maturity, by nature,
32:15the bigger you get
32:16the less cool you become.
32:18>> In Apple Park we were with the most
32:19famous Brazilian girl in the in in in in
32:22Brazil.
32:22>> Okay.
32:23>> She has like 50 million followers and
32:24she was telling us, "Your brand is hot
32:26in Brazil."
32:27And we're like we can get to to that
32:28many places at the same time.
32:30>> That's the problem we have. Look. Or no
32:31no that's the opportunity. I'm not going
32:32to say problem in front of you cuz I'll
32:33probably get killed. Uh but
32:35let's say the brand right now of course
32:37is hot in Europe and that we're
32:39capitalizing. We have the stores around
32:40Europe, etc. In the US, it's boiling.
32:42It's our number one, of course, market
32:44online right now. So, the US is like
32:46starting up. Asia.
32:47Japan and Korea are some of the biggest
32:50markets in our stores in Europe right
32:51now.
32:51>> The whole South America is is is is is
32:54boiling. You know, but these are all
32:55opportunities that happen. We don't even
32:56know like the the problem is is like
32:59where do we put our focus and attention
33:00cuz focus and attention is needed to
33:03make big things.
33:04>> First of all, this organization needs to
33:05be AI'd out. Your time is everything.
33:07[clears throat] Your two time is the
33:10whole thing.
33:11How effective and efficient you are with
33:13your time matters. How did I get to
33:1515-minute meetings? What do you think? I
33:17read it in a business book? It was my
33:18reaction to my life. I'm like, wait a
33:21minute.
33:22I can't I can't get and then and then I
33:24analyze. I'm like, that 30-minute
33:26meeting with Theo? That could have been
33:2815.
33:29And then all of a sudden, my calendar
33:31became unlimited 15-minute meetings. My
33:33intuition on what I'm hearing is you do
33:35not have enough teammates at senior
33:38levels right this minute.
33:40>> Mhm.
33:40>> And that's scary. At this level, it's
33:42more fun for all of them to grow with
33:44you. I did it.
33:46You know, Nick was there. I didn't I
33:48hated bringing in senior people. It's
33:50almost like I hired them and started
33:51making fun of them immediately to my
33:53OGs.
33:54But but but it was required. And when
33:57you make the right hires, when I hired
33:59JT and Wanda and Rob, you know, and
34:03others, that helped VaynerX
34:07go from 100 million to 400 million top
34:09line revenue. You guys have to hire
34:12some team players that matter.
34:15You've got to work. Men, are you selling
34:17the company next year?
34:18>> No.
34:19>> Great. Then you need to make a lot less
34:21profit.
34:21>> I don't know.
34:23Um
34:23>> [laughter]
34:25>> No, but like I Okay, the less profit to
34:27invest more to grow more, etc. I get it.
34:30But I feel like in fashion, it's almost
34:32healthier having a better profit margin
34:34and growing a bit slower cuz the brand
34:37is the equity. Do you know the product
34:39is on the street?
34:40>> how small you are in Brazil? Do you know
34:41how small Nude Project
34:42Do you know how small Nude Project is in
34:43Brazil?
34:44>> Yeah, yeah, it's it's very small. It's
34:46objectively small.
34:47>> tiny.
34:48It is so tiny that it would make your
34:50head spin.
34:51Do you know how small you guys are in
34:54America?
34:55>> [snorts]
34:56>> Poco. Poquito. [laughter] Poquito.
34:58Poquito.
34:58>> Poco.
35:00>> You are tiny. You want the best one?
35:02Do you know how small you are in Europe?
35:06You have been red-pilled into this
35:09ideology of how a proper fashion brand
35:12is built in cadence and you are
35:15vulnerable to missing maximizing your
35:18moment. To remind you, this is not an
35:20art exhibit. You potentially could miss
35:24the moment of building a much bigger
35:26business. Or not. Like the It's not that
35:29I'm right. Like you just might I don't
35:31know.
35:33You don't even know living it every day.
35:34How long is this window of of proper
35:38relevance and what you don't know
35:41is are there two kids
35:43right now
35:44>> With AI.
35:45>> With AI
35:46>> building
35:47>> And just by the way, [ __ ] AI. Just two
35:4916-year-olds
35:51that are looking at you the way you
35:53looked at Kith.
35:55You're inspiring them.
35:57>> Yeah.
35:57>> This podcast you think is helping you in
35:59for America, you might have just
36:00inspired the two kids that are about to
36:02kill you.
36:03>> We're not even posting this on
36:04>> [laughter]
36:09>> You understand?
36:10>> Yes. Yes. Yes.
36:10>> Listen, I am a buyer of what you're
36:12saying.
36:13I'm not a buyer of how you have it
36:15contextualized to the size of the prize.
36:18Got it?
36:18>> I get it.
36:19>> I'm not asking you to [ __ ] print 40
36:21billion t-shirts and put them into
36:23Walmart. I'm asking you to calibrate
36:25because let me tell you what you will be
36:27very sad about is if you wake up in 6
36:29years and there's four new brands that
36:32have taken your space and you're in the
36:34middle. You didn't get here, but you're
36:36not cool enough here, and now you're in
36:38the [ __ ] middle.
36:39>> Oof.
36:39>> Oof, it's the worst.
36:41>> to be at.
36:41>> No, and guess what? In your lovely
36:43fashion world, once you're in the
36:45middle,
36:47once you're a dork in high school, it
36:49takes something miraculous to get you
36:51out of there.
36:52>> A hot girl, like the hot girl made
36:54>> The hottest.
36:55>> [laughter]
36:57>> And that's like weirdly easier. It is
37:00easier for the dork of the dorks to get
37:03the hot girl in high school to change
37:04his brand than it is for a fashion brand
37:06that's in the middle to recalibrate to
37:08capture its old juice. So, what you need
37:11to do is get the business big enough
37:15so that when there's a slowdown
37:18or a moment where that starts to happen,
37:19it is at such scale
37:21that you're not going to give a [ __ ]
37:23>> How do you grow and become big without
37:26being less cool? It's We see it in
37:28fashion brands constantly. It's like the
37:29[clears throat] the most known topic.
37:30It's everyone wants it,
37:32everyone gets it,
37:34nobody wants it.
37:35>> Yeah. Um I think at some level,
37:37your your gift is your curse. You don't.
37:41When you're a hot fashion brand like you
37:42are, you are basically at the equivalent
37:45of a very attractive young woman or a
37:48very successful athlete.
37:50>> Yeah.
37:50>> There's going to be things that change
37:53over time. It's just life.
37:55The question becomes, are you able to do
37:58the thing that the best brands of all
37:59time, which is reinvent yourself from
38:02the down?
38:04Right? What has made the iconic fashion
38:06brands in Italy and France successful,
38:08the ones you put on a pedestal? They've
38:10had to reinvent themselves. It's not
38:12like Gucci has been all the It's and and
38:15right? And so, what The answer to your
38:17question is you will have this run. If
38:20If do not sell, or even if you sold and
38:22now it sits in a holding company, it
38:23will then decline
38:25and then it will require
38:27a marketing person and a fashion lead to
38:31reinvent the brand and recalibrate it.
38:34And when everybody forgot that you were
38:35not cool anymore, you become cool again.
38:38This Reebok was the coolest [ __ ]
38:40sneaker when in 1984 when I was a kid.
38:42It's been dead
38:44for [ __ ] 30 years. In the last 3
38:46years, it's gotten some of its mojo
38:48back. You guys are the founders though.
38:50You're not the [ __ ] conglomerate who
38:52You're not the CEO of the [ __ ] you
38:55know, Carrot Group. You guys are the
38:57[ __ ] founders. Your job is to make it
38:59as big as possible while you guys are
39:01driving it.
39:02>> Can I Can I just say a fun fact? I'm
39:04going to interrupt all your vibe right
39:05now, but this This moment right now just
39:07reminded me of We have a beautiful thing
39:09that we're building this together
39:10[cough] and we're really best friends.
39:12That's the unique. You can't compare
39:13that with anything. It's the biggest
39:14thing we have.
39:16>> Sometimes we we get in our car and we
39:19have an artist in common that is Russ
39:20that we love to listen to together. And
39:22Russ has a bar that we always remind
39:24ourselves, which is
39:25>> Gary Vee hidden me, new investments
39:27after 50. I did.
39:29>> [laughter]
39:29>> It's our Russ bar. And like we'll say
39:31that bar every once in a while, like
39:34just randomly, like
39:35>> He did that on a flow, right? In a Yeah,
39:37yeah, I remember well.
39:39>> it cuz and it's just like Russ speaking
39:41about you. I know you guys have a
39:42relationship and I just Yeah, I just had
39:44to say that to the world, I guess.
39:46[laughter] Like that's why this is so
39:47big for us, you know? It's crazy.
39:49>> I'm very humbled, guys. Like to be at a
39:50point in my career You have no idea how
39:53big I think you guys could be. I think
39:54I'm giving you this advice selfishly
39:56because I want to make sure you get as
39:57big so that when I'm 70, my grandkids
40:00are going to think I was cool cuz
40:01they're going to watch these videos and
40:02be like, "Granddad, they thought you
40:04were cool?" I'm like, "Yeah,
40:05[ __ ] I was that guy."
40:07>> [laughter]
40:08>> I WAS THAT GUY BACK IN the day.
40:10>> Wait, I have a bit of impostor syndrome
40:12when you say that. Why do you think
40:13we're going to be so big? Like I need to
40:15understand why.
40:16>> I think you've got the right elements. I
40:19mean, it's just transpiring in my face I
40:21mean, it's an it's it's hard to
40:22describe. I think you guys are good
40:24enough entrepreneurs and will get better
40:26and you're already doing it. Even me
40:28sitting in here hearing that you're
40:29learning the family like I just
40:31intuitively when I first met you I'm
40:33like these kids are going to get better.
40:35I knew that you guys understood where
40:37the world was going in marketing and
40:38that just matters.
40:40When I saw the clothes and stuff like
40:42that, I don't value my subjective
40:44opinion on fashion because it's not my
40:46passion. I don't put time in it and I
40:48don't think it comes natural to me. It's
40:49not like what I'm great at. Similar to
40:51how you understood communication, I felt
40:54confident that you would understand the
40:57temperament of the actual product. I
40:59still don't necessarily think it that
41:00you might invent the trend
41:03>> Yeah.
41:03>> but I feel that your ability to move
41:05quickly with the trend and put your
41:06unique spin on it will make you
41:08successful. I believed in your
41:10partnership. Like when you just said
41:12that like I smelled that from I see a
41:14lot of partner I mean, most times when I
41:16meet people I'm like they're not going
41:17to make it.
41:19Most times, but I believed you know, I
41:21was a little worried about you [ __ ]
41:22it up but but [laughter] but I deep down
41:25I thought it would be okay.
41:27Um
41:27and and then I thought that there would
41:29be a moment and I actually think you're
41:31in it right now
41:32where I think you would find the right
41:35grown-up or grown-ups to help you really
41:38accelerate it and that you would have
41:39the humility and the context at that
41:41point to know what you were looking for
41:44and maybe hire someone and it was a
41:45disaster fire six months later and then
41:47find your person.
41:48>> Talking about team, okay, you're always
41:50you're very expansive. Gary V is like
41:52all right, bigger scale content or like
41:53it's part of your philosophy.
41:55>> Yes.
41:55>> I found out that we've grown quite
41:56quickly and quite quickly towards scale.
41:59Of course,
41:59>> Yeah, it's all contextual.
42:00>> And sometimes when we hire very quickly
42:02and we grow a lot in team, I kind of
42:04felt like we were being less effective
42:07>> Yeah, I think that's
42:07>> than when we were more
42:08>> That's By the way, that's true.
42:09>> a smaller
42:10>> And also sometimes less you're worried
42:12about it diluting the brand and all
42:14>> Diluting the brand culture etc. But then
42:16I go to Apple this weekend. We go to the
42:18Apple offices. We're talking to their
42:19design team. Apple the biggest company
42:21in the world is 20 designers to make the
42:23next Apple product.
42:24>> Hardware engineers, sorry for the
42:25disrespect.
42:26>> Yes, that's in that area. How many
42:28employees does Apple have? You're
42:29choosing one slice of the Apple.
42:31>> Ooh.
42:32>> Oh.
42:33>> To appease your ideology.
42:35>> Yeah. Yeah, yeah, yeah.
42:36>> Don't tell me Apple and then talk about
42:38small.
42:39Apple is the example of my belief.
42:42They've achieved the goal.
42:44Have everyone on Earth know who you are
42:46and still
42:48be meaningful.
42:49>> I think we've gotten a good mentorship,
42:51but I'm going to try get a little more.
42:53We talked a few years back, okay, like
42:55how do you I remember we talked a few
42:57years back and you're like, okay, first
42:58of all Bruno, you need to spend more
42:59time in the US.
43:00Second, I kind of forgot. I'm
43:02paraphrasing.
43:03>> to hire someone there and you told us.
43:05>> We haven't done that yet.
43:06>> It's okay.
43:07>> And and I feel like the brand is
43:08expanding in the US. We're We're trying
43:10to come here more often. We're trying to
43:11be here.
43:12We're [ __ ] here.
43:13>> We did the pop-ups. So we have done
43:15Miami, we did LA. They went amazing. We
43:17went amazing. And now we're doing New
43:18York. So the idea would be that if
43:20everything goes right next year we could
43:21open like a permanent retail location.
43:23But in order to do that in New York.
43:25>> Okay.
43:26>> New York gives you something no other
43:28city gives you. You win in America and
43:30you win in the entire world.
43:32Do you understand how many people on
43:33Saturday going to walk by this store
43:35that do not live in America?
43:36>> Yeah. For example, let's say we need to
43:38hire that person for your US.
43:40>> A GM for the US.
43:41>> Or or take Yes, or take our number two
43:43retail guy here who That would be
43:46another option. What type of person
43:47should we look for?
43:49>> number two retail. The number one thing
43:51I would do is take take your best retail
43:53person in Europe and have and move them
43:55to America. Number one thing I would do.
43:57If you guess wrong in America and you're
43:59over there, this is going to be a pain
44:00in the ass.
44:02You know what you have with one of your
44:03top people. Number one, number two,
44:05number three, get them here. This is
44:07going to work. The question is
44:10to how much.
44:11And then to what your goals are.
44:15You know, I don't know. Like, how much
44:17do you want it to be about revenue and
44:19how big the business is? And how much do
44:20you want about your subjective opinion
44:22of how you feel like it's cool? Like, I
44:24don't know. You're allowed You're
44:25allowed to give no [ __ ] By the way,
44:27this is going to blow your mind. I don't
44:29give a [ __ ] about revenue. I'm being
44:30dead [ __ ] serious with you. Even
44:32though big I like playing the game I
44:34want to play.
44:35>> Yeah, and I think it's also cool that
44:36it's very easy to get caught up in your
44:38own lies of like, oh, I maybe I
44:39shouldn't do this because this is going
44:41to affect the brand negatively and it's
44:43>> And that's
44:44>> The cool thing about Gary is that he
44:45puts that in your face, you know?
44:46>> Yeah, he puts that in your face.
44:47>> I do this out of love. I don't want you
44:48to I don't want you to get caught
44:50because that's when regret That's when
44:52you're 36
44:54and you're like, [ __ ] I got
44:56high on my own supply.
44:57>> So,
44:59I know you like to predict
45:01the future, Gary.
45:02>> I really don't, actually.
45:03>> [laughter]
45:04>> Well, you'll share for what's happening
45:05in the market.
45:06>> You know that. You guys You know my
45:07content well. I don't predict. I'm just
45:09very fast on observation.
45:11>> thought this on the cool to say that.
45:13>> [laughter]
45:14>> Uh Gary, predicting the future, we're
45:16doing a fast round and you you're going
45:18to say overrated, underrated, dead. So,
45:20let's say TikTok.
45:21>> Underrated.
45:23>> Instagram.
45:24>> Properly rated.
45:25>> AI influencers.
45:26>> In the current state, potentially
45:28overrated, eventually underrated.
45:31>> Personal brands.
45:32>> Underrated.
45:33>> Physical retail.
45:34>> Underrated.
45:35>> Fashion shows.
45:36>> Depends on how much you spend on it.
45:38Could be both very easily underrated and
45:40overrated. Execution really matters in
45:43that one.
45:43>> Influencer marketing.
45:44>> Underrated.
45:45>> College.
45:47>> For anyone who's creative and
45:48entrepreneurial, it is very very very
45:51overrated. For a small group that need
45:54that degree to do what they want to do
45:55in life, like in legal or in medicine,
45:58it's
45:59it's properly rated. College is never
46:01underrated.
46:02>> Working from home.
46:03>> That is both underrated and overrated.
46:04There are some people who desperately
46:07need to be working in offices for
46:08osmosis and energy and learning, and
46:11they're blowing it cuz they don't want
46:12to do a commute. And then for other
46:14people, because they're raising a family
46:17and they're able to be very productive
46:18at home, but also get more family time,
46:20it's underrated. So, I would say
46:21overrated and underrated.
46:22>> Europe?
46:23>> I actually believe it is underrated. I'm
46:25a I'm I'm you know, I like to razz that
46:27Europe doesn't work, but I don't really
46:29mean it. I think Europe is underrated on
46:32the family thing so much on trying to
46:35extract the value of life.
46:38When we when you put Europe on the
46:40playing field of entrepreneurship, it's
46:42very overrated. It's a disaster. As one
46:45of the faces of entrepreneurship, I
46:46could say that humbly,
46:48I don't think entrepreneurship's that
46:49important. Meaning, if it's important to
46:51you, for you guys, it matters.
46:54Which is why you're really American
46:56boys.
46:57>> [laughter]
46:57>> But but for you know, if you're not an
47:00entrepreneur, if you don't care to
47:01create wealth creation for your family
47:04or for your society, I think
47:06entrepreneurship is the most underrated
47:09thing in the world. If there are not
47:10humans amongst us 8 billion who are
47:12striving to create,
47:14there is nothing. The [ __ ] do you think
47:16the world is? All it is is the byproduct
47:18of entrepreneurs.
47:19>> Now, I have one last
47:21personal like it's a more personal
47:22question to you.
47:23>> Please.
47:24>> Um it's always a question I've had about
47:26GaryVee and in the recent years I've
47:27come to value more
47:29living a full life more than just being
47:31completely successful in the American
47:34title of success, you know, which is
47:35like
47:36fame, money, power. And I've come to
47:39realize in the beginning I thought that
47:41was everything. I've come to realize I
47:42like having friends, I like having
47:44family, I like having a good job, but
47:46it's not everything.
47:47>> Yes.
47:48>> I want to know your take on that now and
47:50how is your life now?
47:51>> Go look at my content. I was saying the
47:53same [ __ ] You were just in a place in
47:54your life where success was what you
47:56were focused on.
47:57>> Yeah.
47:57>> Gary V says the same [ __ ] that receipts
47:59exist.
48:00>> You said success was happiness. But it's
48:02true that you talked about the hustle
48:03culture and working hard.
48:04>> about the op- I talked about the
48:05opportunity.
48:06>> [clears throat]
48:06>> By the way,
48:07if you decided to listen to this podcast
48:09and all you heard was spend 20 hours a
48:12day learning AI, then you think I'm
48:14selling hustle.
48:15But if you listen to the other parts of
48:17the podcast, I said, "But
48:19entrepreneurship doesn't mean anything.
48:21I am consistent. You're evolving."
48:25>> [snorts]
48:27>> That's some real [ __ ] bars. Maybe I
48:28am Ross after all. You know, like like
48:31like real talk though, right?
48:32>> Yeah, yeah. I mean, I
48:33>> I crushed it. My book that I In 2009, my
48:36book, I'm like, "In the book, it says if
48:38you make $48,000 a year
48:41and you are happy, you've won in life."
48:44The When So, when people are like,
48:45"Gary, you push success." I'm like,
48:47"Fuck you. No, I don't. You chose to
48:51clip me."
48:53>> Talking about that.
48:54>> Before clipping was a thing, you clipped
48:55me in your mind to hear what you wanted
48:57to hear. You were at 16 wanted to make
48:59it, that's what you were hearing from
49:01me. We hung one time where you were in
49:03the mix of it. You were like Yeah, you
49:05were you were transitioning. I'm only
49:07interested in everybody listening to
49:09this, the gals and guys behind the
49:11cameras and everybody listening for the
49:12next 100 years that this is accessible
49:15to people. I'm only interested in them
49:17enjoying their lives cuz we only have
49:20one.
49:21Whether they want to build big
49:22companies, whether they want to lay on
49:24the beach and do nothing, that's their
49:27life. I just want to make sure they're
49:28happy with it. And you can change your
49:30mind, by the way.
49:33This is not a binary game, my friend.
49:35You might want to do nothing with
49:37business for 3 years in your life. And
49:39then after that, you might be like,
49:41"Fuck, I miss it." and come out of
49:43retirement and go back and work harder
49:45in your 40s than you ever did in your
49:4720s. You're allowed. [ __ ] changes.
49:49>> I I that's how we're going to end it.
49:51Ladies and gentlemen, it's Gary V. It's
49:54Gary V.
49:56>> [applause]
49:59>> That was amazing, bro.

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