BOB SAFIAN, FAST COMPANY, ENTREPRENEUR LIFESTYLE, & FUTURE OF MARKETING | #ASKGARYVEE 268


– Bob Safian from Fast
Company is on the show. (upbeat music) Hey everybody, this is Gary Vaynerchuk and this is episode 268
of the #AskGaryVee Show. Bob Safian from Fast Company is here. – Hey, how you doing? – I’m really well. – You’re really well? I hear you’re redoing the whole wall here? – You heard about this? – I heard this wall is coming down, why? – Just mixing it up. It’s crazy, I built if for myself and then as a lot of people came in here and started taking selfies– – I brought you Pringles. – [Gary] You did? – I tried to figure out what would Gary never have enough of and I figured Pringles. They’re not a sponsor though. – Bob, tell the Vayner
Nation about yourself, the position you hold and a little bit about Fast Company. – Sure, so I am the editor of Fast Company which is a business media brand, we like to say, magazine, website, events, social, custom, whatever,
wherever people are and we’re dedicated to the idea that business can be
a vehicle for progress and that the business world is not covered in a way that captures the excitement of what we do every day and we have a lot of fun doing it. The world’s changing fast and we think a lot of folks
need to get with that program and think about the way they approach their life and their work
in a different kind of way. – And what’s the origin
story of the brand? – Fast Company was
launched in the late ’90s by two Harvard Business Review editors. They were sort of trying to
create Harvard Business Review meets Rolling Stone, that
was their idea at the time. – I think they’ve captured that. When you just said that I’m like, mmhmm. – [Bob] That feels okay to you? – I mean look for a lot
of youngsters watching Rolling Stones, especially
it’s actually for sale now, may not resonate as much but for all the 35 and above
who’s watching right now, especially in its prime, Rolling Stones was such a
cultural beacon as a publication and so that makes sense to me. – And we were part of
this sort of raft of media that rose up at the time or people talked about the new economy. – Business 2.0 launched during that time. – Of the dot-com era and when the bus came basically everybody went out of business and we managed to make
our way through that. – [Gary] Why? – Some of it was we had the right owner who saw the vision for it and was able to fund us
through more difficult times and I think some of it was we were not as connected
only with technology but with the idea that
business of all kinds were changing. And I think we focused as much on people as we did on ideas and kind of tried to used the humanity of the right kinds of people
to tell different stories. – Facebook, please put
in your phone number in the comments. We’re gonna take some calls here, talk a little business from Bob and I. So what about your origin story? Where were you born? – I was born her in New York. I’m a New York City boy,
never left my home town, very parochial. – Where were you born? – Well my parents got
divorced when I was young and my mom lived on the Upper West side, my dad lived on the Upper East side, some of this for anyone
who’s been in New York may not realize this but back in the days that I was a kid I had friends who’s parents wouldn’t let them come to my house ’cause it was on the West Side. It was a different kind of place. New York in the ’70s was a much grittier place than it is now. – And walking Central Park in between was definitely an adventure. – I had some difficult, there was a point where I was
out biking in Central Park and I got knocked off my bike by a gang of kids with baseball bats and they took the bike. It was a downer, it was not a good day. – Have you ever been knocked
off a bike with baseball bats? – [Male] Not with baseball bats. – Did you ever see the movie, there’s a cult movie The Warriors? – [Gary] Of course, warriors. – That was it. Except I don’t think I
was in any of those gangs. – I pushed Oded Winestock
off his bike in second grade ’cause I didn’t like his attitude. Oded, if you’re watching, I apologize. But I don’t actually ’cause
your attitude was unacceptable. Anyway, nonetheless– – But we make it through these things, whether you’re pushing them off the bike or not.
– Who were you gonna be at 14, 15, 16? – Oh I think I was just
trying to get through the day. I don’t think I really thought about it. – You thought about what
I’m gonna do for living. – [Bob] No, no, never really did. – Never? – Nope, uh uh, never really did and I went into journalism mostly ’cause I got out of school and I didn’t know what the hell else to do and it seemed like the
thing that was closest to what I did at school, different stories, writing things was sort of a continuation
of a lot of the same thing. – Were you good at writing? – I thought I was. I wasn’t really that good at writing but I thought I was at the time. It was only when I started
getting paid for it that I realized, you go to school and you
get B’s and B pluses, like that’s fine, that’s cool. You get out into the real world, you don’t get A’s, you get fired. You have to be at the top
of your game all the time and I think that’s an education
that everybody goes through. – And so how did your career start? By the way, I got D’s and F’s. B’s would’ve been unbelievable. It was that in life I
understood how to get A pluses. So that’s a very good point, though. – But you gotta hit the ball hard. – 100,000%. So what was your first job? – I worked at a trade magazine
called the American Lawyer. I worked for, yeah I know, I worked for a– – What year was that? – This was late ’80s, before you were born, Gary. – I wish, I wish. Some of these characters
but not me, mister. I was already diehard Jets fan by then. Where was that? That’s why you’re on the show. Where was that? Where was that office? – Oh it was on the East
Side near Grand Central. – Have you lived your
entire life in New York? – I left New York when I went to college but otherwise I’ve been in New York City the whole time, the whole time. – Anyway, so you go into that job and it’s a B to B magazine
for the lawyer industry? – Yeah and I thought I’ll be here, if I’m here a year from
now, it’s a mistake and I was there for six years. – That’s what D-Rock said
when he first got here and now he’s stuck. – It’s just that the
opportunities were better than going to a bigger place. You got to do more.
– And so what happened next? Early ’90s, you decide to go where? – I went to a start up
magazine called Smart Money which was a Hearst magazine. It was a personal finance magazine. – So it was a start up culture, part of a big media holding company. So that’s safe and exciting? – It was a partnership
between two media companies, Dow Jones and Hearst and because of that
everybody left them alone. The parents would fight and the kids could play by themselves. – That makes a ton of sense ’cause at the top they
couldn’t get aligned which meant things were just happening. How long were you there? – I was there for three years. – [Gary] And what position
did you hold when you left? – I left, I was an articles editor I think was my title when I left,
whatever that means, it means I edited articles. – [Gary] Respect, where’d you go next? – Fortune, Fortune I
became a senior editor to do their investing and Wall Street coverage.
– How long? – I was there for a year and then I became the
editor of Money magazine which was a bracing experience to be 33 and suddenly giving
personal financial advice to two million Americans because I knew exactly what they should do with their finances. I knew how they should invest their money for their family and their future. – What year was that? – That was gosh that was 1998. – So how long were you there? – I was there for six years. Three years of bull market,
three years of bear market. – That’s exactly right. That’s great. Do you feel like that was a great thing for you to be able to live through in that environment during that
importance of a publication, during such extremism in both directions? – I learned a lot about the markets and about the economy. During that time, Money
magazine was owned by Time Inc and Time Inc went through, Time Warner went through
the merger with AOL and so I got to see how that
happened from the inside. And that was a very acute
learning experience also about how mergers can
destroy certain things, how they open up certain things and the way people just try
to protect their own often when things get bigger, they don’t necessarily get better. – 100%. And then what happened? – And then I went from there, I spent a year at Time magazine, I was an executive editor which was a great experience. Then I went back to Fortune and I was at Fortune for a few years before I went to Fast Company. – I love it. – [Bob] So that’s my life story. You got my whole story, Gary. – That is your career story. – [Bob] That’s true, it’s barely touching on my life.
– Put in your phone number on Facebook. We’re gonna start asking
business questions. We’re here with Bob, Fast Company, I like the word czar, I’m
gonna call you the czar ’cause I’m Russian, you know? Anyway, nonetheless, Fast Company now you’ve been– – 10 years, 10 years, longer than I’d ever be there. – A real run. And it’s a really great
brand, publication. I absolutely, my business career took an
interesting turn in 2005 when I actually looked
up from the liquor store and didn’t live in a little cocoon. And I would tell you that Fast Company and
Business 2.0 magazine had a real impact on me. I read about other
entrepreneurs and things and I was like, whoa,
there’s other things going on and so much of my last decade, so many of my friends and acquaintances have been featured in magazine, on cover and things of that nature and it’s absolutely, I travel almost every week, there’s never a time that I will travel and not go into Hudson News and look to see the
cover and what’s going on and what you guys are covering. – I’ll say the pivotal moment when I look back in my time at the company was in 2008, early 2009 when the economy started to
really go into the toilet, it was really troubled. – Evan, it’s Gary Vee, you’re on the #AskGaryVee Show. Hold on one second, Bob’s making a very important point. This may be the point
of the show, you got it? – [Evan] Oh my God, alright, yeah. – Thanks for waiting,
– Pay attention. Pay attention, Evan.
– I really appreciate it. So here’s the thing. So the economy’s going
into the tank, right? – In eight, Bear Stearns stuff like that. I was pumped by the way. I’ll explain why later.
– The question was do we write about all the crap that’s going on on Wall Street? And we decided no. We just ignored it and we said, “No, we’re
gonna write about the stuff “that’s going well.” And we said, well why? If we are going into the
next Great Depression, it doesn’t matter, we’re all
going out of business anyway. – That’s right. – But why not double
down on what we stand for which is there is always
exciting powerful stuff going on right now. And this is why this innovation festival that we’re doing next
week here in New York which I’ll tell you
about a little bit later, got a special freebie code
for the Vayner listeners. – Right hook, I’m impressed Bob, a little commerce love, I’m impressed, I like the sales DNA. – Optimism really is critical. – Optimism is the greatest
currency to trade on. First of all, it’s a human innate, it’s the reason we still exist. We’re just enough more optimistic than we are cynical as animals and it’s literally why
we’re even still around. We could’ve been gone a long time ago. Evan, do you agree with that? – [Evan] I do, I do, I definitely do. Optimism is, if you don’t
have that, you’re over. – Respect, respect. So Evan, what’s your question, brother? – [Evan] I almost forgot
it, oh my God, here we go. Basically my question was how do we balance between
saving up to go on the offense and spending? I know you talk a lot about spending to get those one or two things you need. But that’s really where I’m at in life. I’m really trying to save everything I can but it’s like a careful balance between that and not going crazy because you’re like, I can’t even spend on a new pair of glasses
or something like that. So it’s like how do you find that balance between what you need to
kind of fulfill yourself and then saving to fulfill your future, business ambitions or whatever kind of
investment you want to make, whatever it may be? – Bob, what he’s referring to, you’re gonna get a lot of inside baseball
references here now from my community, is I just don’t think people
should spend money on anything and save it and deploy
it against their business and win in the long term. I’m just obsessed with
pushing as hard as I can against the short term thinking that completely dominates entrepreneurship in society right now. And Evan, I think you’re taking it a little bit further down the path, you’re like Gary, I got you, I’m not buying a Lamborghini but am I allowed to buy a new shirt? Is that where you’re going? – [Evan] Basically and
of course it’s like, I’m allowed to do that but it’s just when does it stop? ‘Cause you could split sheets
as you always talk about but at some point you gotta kind of say okay, I have enough to
where I could at least fulfill this lifestyle. – Some of the hardest lessons in life are about discipline,
discipline and focus. What are the things that are
really most important to you? Sometimes people say, oh, I have 10 ideas for a start
up, which one should I do? Well maybe you shouldn’t do any of them. You gotta find the one, the one thing that’s really
most important to you and with each of these decisions you need to identify for your life discipline that’s most important to you. That’s what you invest your time in, that’s what you invest your money in. And if you’re not sure what that is then you keep moving. Save it, keep your powder dry for the shit that you
really want to go for. – Evan, I gotta tell you something, man, you said something interesting. You said at what point do I get to spend to fulfill this lifestyle? My lifestyle is not the
stuff that I get to buy being an entrepreneur. My lifestyle is the eating the shit. – Yeah, that’s what’s
most satisfying, right? – [Gary] Do you understand? – [Evan] Okay. – I mean that’s a super
important thing, man. You said it subtly, you said at what point do I
get to cash in or cash out to fulfill the promise of the lifestyle? This is the now– – [Evan] Maybe wanting to
cash out is the problem. – Bingo. And I really am pumped you got to say it instead of people in the
comments section saying it. My man, if you understand that part, the whole thing changes. My ambition to buy anything and let’s call it what it is, including the New York Jets, is zero. My chase of the New York Jets by eating the shit 18 hours a day is the lifestyle. And we have 95% of the market believing that the lifestyle is you do something to get the fun stuff and it’s the five percent that understand the process is the fun stuff that get to buy the 95% of stuff. Got it? – [Evan] Yeah that’s
so trippy but so true. Thank you so much. – You got it, brother. That was a super important, I mean right off the bat, and this is already maybe
the best show of all time. Bob, thank you.
– Best show of all time? Alright, let’s drop the mic.
– But I’ll be very honest with you, and it probably comes
up a lot in my content but that was just synthesized
to this whole game. And it was very subtle the way he said it and I was pumped I got to
hear it and wasn’t distracted. The promise isn’t you
work hard, you work hard, that’s where everybody’s getting caught. Why do you think everybody’s
in trouble right now with college debt? There’s this thought that
you ah and then yeah. Uh uh, the whole thing has to be yeah whether it results in
dollars that are up here, up here, up here, unless you’re in that yeah the whole way, you’re finished, you’re finished. – We talk about being happy. Happy is one thing. What’s more important is being satisfied. – 100%. – And satisfaction comes from
going after shit that’s hard and sometimes it works
and sometimes it doesn’t but it’s fulfilling. The fulfillment comes, and that’s when people like
they want just the happy, like just the party. When you’re a kid you can just, like birthday cake is enough, ice cream is enough,
your life is good enough. You become an adult, you’re like you can
have ice cream anytime. What do you really want? – The problem is brother, honestly Bob I got to tell you though, I think a lot of people graduate from ice cream to a vacation home. I think people are caught in the game. I think people are confused. To me, the process of making that cake is interesting. The thought of can I buy
the eggs for a good deal, can I create a flavor of carrot cake mixed with mint chocolate chip that nobody’s ever done before? Can I be remembered for making great cake? – The irony is like the less you worry about the end of the journey, in other words, the less you worry about the money you’re
gonna have for that house, the more likely you’re
gonna be successful enough to be able to have that house. Or what you get back is satisfying enough that you don’t need that. – That’s for damn sure. Or if your outcome, for me, for me, and you’ve got a sense of me
in the business world, right, I’m not irreverent or disruptive
for kicks and giggles. I know that I’m gonna
be historically correct and I’m trying to trade on legacy. – But you’re also not afraid to be wrong. – That is damn right. – You’re not afraid to be wrong. – And I also will own it if I’m wrong. I love Yobongo, I love passing on Uber twice. I love not spending
enough on Google AdWords. Wine Library should’ve
been 250 million, not 60, I get it but I love being
wrong ’cause I love the game and if I was wrong, that means the game is pure. – And you learn from it, and you learn from it.
– A ton. – That’s just what life is, we’re all wrong, all the time. – This is gonna be a
billion dollar business and it’s gonna be a side project compared to what I’m up to next. I’m learning at such a speed and I have all the intuitive
understanding of the consumer of course that’s the best part and I didn’t need it in my 20s so I could buy a yacht to get girls. I’m not that insecure. And insecurity is what’s hurting so many. – Well it’s also, it
depends what you want. If all you want is the
yacht and the girls– – You can do that. – You can do that. – And you know what, by the way, as a dude, it sounds fun. Jake wants it bad. Jake? – [Jake] Not really. – Jake? – [Jake] I wouldn’t mind it. – Let’s go to the next question. That was amazing. – [Jake] I’m from Rhode Island. – So good, so good, Jake. Seth definitely wants it. I don’t even have to ask him. Oh, we lost him, can you do it again? Alright, while he’s pulling it up, who’s on the cover this month? – Who’s on the cover this month? Right now I have two people on the cover, Kevin Durant and Stella McCartney. – [Gary] I like that. – It’s our tech and culture so we’re trying to
crossover different things. – I think you guys do
a good job with that. I think you guys are
thoughtful about your covers. We had a great conversation
about covers at Cannes. The cover thing is
super interesting to me. – It’s hard, it’s the hardest thing. – I’m very empathetic. Who’s this? – [Male] Ben from Rhode Island. – Ben. And who’s next month? Did we announce that yet? – No, we don’t announce that yet.
– I’ll give you a dollar. Not enough? Do you have it picked? – Yeah, yeah. – It’s D-Rock, right?
– Hi, this is Ben. – Ben, this is Gary Vaynerchuk. You’re on the #AskGaryVee show. – [Ben] Gary Vee, what’s going on? – Life is good. Say hello to Bob. – [Ben] Hey Bob, how are you? – I’m good, how you doing? How’s Rhode Island? – [Ben] It’s good. It’s funny I’m actually waiting in the dentist’s chair office right now so this is a really
great pick me up, Gary. – This is huge, brother. Did they give you the Novocaine yet? – Are we the anesthesia, what is this? – [Ben] It’s just kicking in right now. – Respect, respect. What can we answer for you, man? – [Ben] Okay so quick question for you. So I am a digital marketing coordinator for a chemical distribution company, super interesting industry
because it’s very slow. So quote, unquote old school tactics like email, like Google
AdWords, Google Marketing, that’s still our key,
where we’re getting– – Stop right there. Stop right there. This is the proudest moment
in #AskGaryVee history because somebody in my audience just said we do old school tactics like Google AdWords and email and things of that nature. That’s how I see the world. Clearly, you see the
world that way as well whether influenced by me or not and this means the world to me because this is the biggest thing that I’m trying to push for as a marketer in the current state. We have something called
traditional digital that we need to accept because we can’t move forward until we recognize that. So it’s a great job, Ben, I appreciate you framing
that up, keep going. – [Ben] Yeah, so I know that works today and that’s working today and that’s fine and it’s gonna be years and years until stuff that’s working for companies like Nike and
(mumbles) are gonna convert. So how do I work day to
day and month to month to kind of position us and prepare us for what’s inevitably coming? ‘Cause that’s where everything’s gonna go even though we’re 15 years behind them? – Number one, it’s already happened. There’s B to B unbelievable activity that you can do on
social and media creative across LinkedIn and Facebook
for your business today. So first, you have to
make the mental commitment that it’s already here and not coming and then you have to allocate
the right amount of dollars for you to learn and understand. So if that’s zero right now, can you get it to 17% of your behavior? The good news is you’re looking
at digital as traditional. So you’re not stuck where most people are which is they spend 70% of
their money in traditional, 30% in digital but that 30% of digital is 90% digital traditional. So you’re ahead of the game, brother. You just have to allocate the dollars to content and distribution
on Facebook and LinkedIn right now. – [Ben] Got it. – Got it? Is that feasible? – [Ben] Yeah and my higher
ups are very open to my ideas. So it’s a great environment and we’re doing that and just preparing us all
for what’s inevitable to come and it’s really already here. – I understand. – You gotta meet people where they are. So your customer base
that you’re trying to, depends what your specific customer base that you’re trying to target is, but everybody’s on these channels. It’s not like it’s just a small group. Everybody’s there. So you gotta be there. – What you need to do is you need to context the thought process of the person when they’re on there. The individual you’re trying to reach in a B to B environment, when she or he is on Facebook is in a different mental state than when she or he are on LinkedIn or she or he is reading Fast Company or she or he is watching
Shitt’s Creek on Netflix. You have to be smart about when you create
content or advertising that you understand the context of the psychology of the user. Too many B to B companies
are failing on Facebook because they’re not accepting the fact that they’re in a more
social environment there and the creative doesn’t have that in it so it’s not native to the platform and/or the psychology graph of the user. And that is where the magic sits. – Right, and they say it doesn’t work but it doesn’t work because they’re not presenting the right kind of content. The platform can work. It’s just the message is
not right for that platform. – Got it? – [Ben] Got it entirely. – Awesome man, good
luck with the drilling. Alright. – Is this the standard thing, people call from their
dentist’s chairs for you? – That’s a first too. This is a show of firsts, I’m excited. Bob, give me something in culture of the business culture world right now that has you fascinated or what’s a seed of like hey wait a minute, Gary, have you seen what’s going on with these barns selling for
10X multiple in Minnesota? – Tiny houses, so we’re
talking about tiny houses? – What’s happening? What’s in the zeitgeist right now, in the business zeitgeist
that has your attention? – I think the struggle that a
lot of businesses are having is trying to connect through this particular political
landscape that we’re in. So let’s go to the Jets. Do you kneel? If Vayner was having an event and all of you guys were there and it started with the national anthem, would you kneel? Would you lock hands or would you stand back stage
and not go out of the tunnel? – I’m gonna give you an answer. I would tell all 700 employees to do whatever the hell they want because I was born in a communist country and I have no interest in
imposing my will on them. – And whatever they want is fine. – And I love them and respect them both in any argument. If they told me that it’s the
biggest disgrace of all time, and they’re devastated
that it’s a disgrace or if they said this is
the platform that I– – But for your Vayner brand, does Vayner stand for any
of those three choices or none of them? – Of course not. We’re a make up of the people and that’s what people try to do, they try to politicize
businesses into a thing– – So this is one of the
things I’m thinking about. So if you are, now you’re an advertiser and you’re trying to think about you’re gonna advertise in the Super Bowl. What is my message? Am I playing, last year Airbnb and some others really did well by playing off. Do you play off this environment or is that too scary? – I think it’s too scary. If you’re a big business, it’s too scary because we’re so polarized right now that you’re gonna lose half the audience one way or the other. – So instead of, last
year, if I did immigration, this year they’re going
back to he Clydesdale, is that what you’re saying? – I would say the following, I would do what Fast Company
did exactly right in 2008. – [Bob] You stick with what you are. You gotta know what you are to do that. – Listen, so many people would hate that I would allow my employees options whether they were VaynerMedia
or the New York Jets. They just weren’t born in the
communist country like I was. Their grandparents didn’t
spend 10 years in jail for being Jewish like I did. They have their experience and I am unbelievably empathetic but I’m gonna do me always to the end. – Mmhmm. – [Gary] What do we got? – [Male] Daniyal from Cananda. – Daniyal from Canada.
– Canada. – This show is really
clicking on every cylinder. This is unbelievable. I am very impressed. This makes me happy. – We’re gonna talk Canadian football now. – We may, CFL, Calgary Stampede. Daniyal? – [Male] Daniyal. – Daniyal. Hey Alexa. – [Daniyal] Hello? – Daniyal, this is Gary Vee and you’re on the #AskGaryVee Show with Bob from Fast Company. – [Daniyal] Wow, how are you? – I love it. We’re doing well brother. What’s your question? – [Daniyal] Yeah, let me
just take it over here and ask it on the, my question goes to Bob. I wanted to ask you, what do you use for your Facebook heading and is there any new up
and coming digital markets that you would want to advertise now (mumbles) something that’s really, Twitter died, now we have
Facebook, but what’s next? Is there something that’s already here? Is it up and coming? What do you guys think? – Go ahead, Bob. – So let me be clear. So I’m an editor so I’m not buying any media at all. I’m creating content and I’m earning all of the
media that I’m getting. And the truth is that
with Facebook right now, part of what I’m looking at is the way news moves on Facebook and how you maintain and generate trust for your content in an environment where people are increasingly questioning what the source is of
certain kinds of information that moves along through social? And what are the things that we have to do to make Fast Company
continue to be something that people trust? And I don’t always know
what the answer is to that ’cause that’s moving really fast, particularly as we move into newer areas and newer places where we’re
gonna put our content to. – Yeah, I mean look, I
think Twitter is not dead. Twitter and Facebook is not it, it’s about underpriced and
overpriced attention for me. Print, he’s in print. Do I believe, and I don’t know his rates or the market’s rates right now, do I believe on what I’ve seen the last couple times I’ve looked that rates on print are overpriced for today’s day of consumer? I do. Do I think banner ads and
pre rolls on the consumer are overpriced by what’s happening today? I do. Do I think that influencers
on Instagram are underpriced? I do. Do I think when they make long form video, if a brand integrates,
it can be underpriced? I do. I think there’s inefficiencies and opportunities in everything. I’ve always felt Twitter was
an overpriced ad marketplace. The platform’s not dead, an overpriced ad platform. Snapchat an overpriced stock because they still haven’t
reached their potential and they may never. But as an ad product, underpriced. So my friend, I think what
you need to think about and what we all need to think about based on whatever we’re trying to achieve whether that’s to be voted for in mayor, raise money for the PTA, sell sneakers, sell subscriptions, sell wine, is what’s overpriced and underpriced. Nothing’s dead. I’m looking at billboards
right now outside. There’s magazines, there’s television. Everything’s still out there, nothing’s dead. Smoke signals I would say are dead. Most people at this, carving pictures in a cave I
would go with dead right now. These are two things that
we don’t use to communicate something we want to happen. Print, radio, television,
all the social networks, I’ll throw a real curve ball at you, I still thin there’s ways to
do communication on MySpace. There’s still, now is it overpriced, is it
underpriced, I don’t know but I want to make sure
that what you think about and what all my listeners think about is overpriced and underpriced,
not dead or alive. – [Daniyal] So basically
it’s about the content? – What’s that, my friend? – [Daniyal] So it’s
basically about the content, what you put in your content and how you– – No, that’s the next part
that matters even more, well matters the same, no. It’s if you’re gonna buy ads, when they put it in front of people, was that a good price or bad price for the attention you were
trying to get in return? The next part is when you buy it properly, the reason so many
people aren’t doing well on Facebook and Instagram, is not because of the ad costs ’cause they are underpriced, it’s because they don’t
know what pictures, videos and words to put in front of people. – [Daniyal] Great, perfect. – Cool. – [Daniyal] That gave
me much to think about, thank you very much. – You’re welcome. Let’s go to the next one. Okay, so that was an
awesome zeitgeist thought. What about on a more
niche, that’s very macro, what company or companies
or entrepreneurs? – For me personally, I always try to think big first. I’m looking for the big trends and then I’m trying to find okay once I’ve found that trend, who’s the best person, who’s the best character, who’s the best company
to tell that through? I mean AI. Is AI a big deal? Duh, yeah. Do we know how AI’s gonna develop? No one has a clue. What the implications are and how it’s gonna unroll over the longer, if we’re so early– – So look, let’s talk about AI. But I think we can all
intuitively understand that a lot of tasks that are done are going through machine learning and AI, there’s a lot of things that have pressure on the system right now in a 20 year macro, that we can start understanding. – I think we can see some
of the shapes of them. I don’t think we can predict exactly how they’re gonna roll out. – I can predict it right now. The robots kill us in the end. – You think the robots kill us? Well that’s the Hollywood
version of the story. That’s always the Hollywood
version of the story. The robots always kill us. – No, the Hollywood version
is one miraculous person defeats all the robots. I’m gonna go the other way, the robots win, and hopefully they’re watching
this content right now, robots, love you. You like that? I want to be a mythical
character to the robots. There was once a human being named Gary. I’m positioning for the long term. Who’s next? – [Male] Peter from Hawaii. – Geez, you’re really mixing it up. There’s robots in Hawaii. – This is not one of them. – What about cryptocurrency? Have you guys been covering it? – A little bit. – I’m still manifesting myself too. – I’m not sure what– – Peter. – [Peter] Hello. – Peter, this is Gary Vaynerchuk and you’re on the #AskGaryVee Show. – [Peter] No fucking way, oh my God! – Yes, Peter, you are on,
you made it, you did it. Say hello to Bob. – [Peter] Hey Bob, how’s it going Bob? – We’re so excited you’re with us, man. How’s the weather there? – [Peter] My children
don’t believe this shit. – It’s real, brother. What’s your question? – [Peter] My question is for many years I’ve been reading Fast Company and I use it in class
as well for the articles I wanted to know how were you
guys able to stay relevant as a magazine to begin with and you’re online, you’re
doing some great stuff? – Some of these things are things that sort of build
on themselves over time. We get a lot of deal flow, what VCs call deal flow. We get a lot of people coming through who we get to meet, we get to talk to, like Gary gets to do and what happens is you
meet someone and you say, well that was pretty cool,
that was pretty cool, that was pretty cool and every now and then you say, holy shit. – That’s amazing. – And those are the stories you do. But we do have a philosophy that overruns on top of everything we do. We’re trying to get our readers to see that the world is
gonna be much different than they expect it to be, right? And so we keep trying to find ways to get you just a little
bit more comfortable with the idea that the
world you were prepared for and you were trained for in school is not the world that you’re
gonna be living in later. And that’s the overarching message that we’re trying to
repeatedly remind you guys of. – Peter, how do you consume Fast Company? In digital or in print,
or both, how do you roll? – [Peter] I consume it digital, absolutely, all digital. I go to the computer
lab, I look up some stuff because class starts, I
see an article I like, I copy and paste it, I
share it with everybody and then I have them comment
if they can on Fast Company. – I love it, man. – Well thank you.
– Thanks for listening. – [Peter] Gary I got a story man. You’re not gonna believe this but I got to say this
is maybe four years ago. You had some kind of special on Facebook, it said, hit me up, and I’ll
recommend whatever wine, whatever it was. – Okay. – [Peter] And I happened
to be on Facebook, I said something and I said I wanted a wine
that’s under 10 bucks. And this was before New Year’s and they said free shipping and I put something on there and you said, okay, go
ahead you can do this, this Portugal wine and
I still got the wine. And then they came back and they said, “Oh, no free shipping to Hawaii.” And I emailed you back, I said, “Don’t worry about it,
man, it’s okay, I understand, “nobody really does free ship to Hawaii.” Man, you made it happen. You emailed me back, you made it happen and you said, “Pete,
I’ll take care of this.” And it was New Year’s Eve, I got the bottles in. – I love it, man, thank you. Thanks for sharing that. – [Peter] Amazing, you’re amazing. – Thank you, brother.
– I love that story though Gary ’cause it is about as much as you think
about the big picture, you can’t lose sight of the details. – I never want to be
in the middle, brother. I am super up here and I will never forget this and they’re the only
two things that matter and I genuinely believe that 99% of people play in the middle and I appreciate that. I’m super pumped he shared that story. It makes me feel good but more importantly, when you’re peacocking as much as I am, it’s important for people to know that I do so much, I know these people in this room, they all know me and it’s such a better feeling because I know what they’re saying, especially the last year has
been pretty crazy for me, my profile has grown quite a bit and so to me, I don’t care
how many people follow me or how big that gets, I care about the people
that actually know me what they’re saying behind my back. And that to me dictates
my actions, the end. The guy who I parked next
to at a Jets parking lot, the person that’s gonna
serve me dinner tonight at a restaurant, my door man, people that work here a month, people that work here for 15 years, every interaction, every moment, always, I think about it every time. – And see it’s funny ’cause I think sometimes people
might look at you and say, “Gary doesn’t care what anybody thinks.” – I don’t. – But you’re saying you do care about what these people
who you don’t know think. – Correct. – Anybody else confused? – I think it’s super important, Jake, let me help you understand this. Here’s how I think, I think macro patience, micro speed. The way I build my companies, macro patience. In a macro, I’m very patient. I have so much opportunity, seven, eight years ago at the height of my Silicon Valley fame, instead of raising $250
million and doing a fund and carrying two percent fees and making lots of money and da da da, I said, you know what, I’ve got a talent now that
I’ve met Zucks and Travis and Sacca and Kushner and
all these interesting, Cuban, people outside of tech the way you guys cover
it, all these people, Jack Welsh, I have a talent, I understand marketing innately
in a very different way than I think anybody I’ve met. These three (mumbles) are going around and buying Budweiser and craft and they’re cutting costs. Wall Street really rewards
short term financial stuff. I’m a long term, if I build a machine that is the scalable version of my talent, then I can trade on that
skill and that infrastructure for the rest of my life. So let me take a step back
for 10 years and eat crow and do client service and this and that. And so macro I’m really patient. On a micro, my every minute is booked for 18 hours a day and I’m fast, fast, fast, fast. – Does he seem patient to you guys? – [Male] Yeah. – Yeah, yes, no? It’s like the heads
are bobbing yes and no. – Macro. And that’s how I am about not
caring what anybody thinks and caring what everybody thinks. At a macro, I really don’t because I can’t control
it and I’m empathetic. – I think this is what the most successful
people in business parallel this way. I was having this discussion with a friend of mine at Nike about their CEO Mark Parker who I think is a genius in a lot of ways. But here’s a guy who on the one hand, he’s so patient in running
this super big company but he’ll go out and take
photographs of flowers and spend time designing shoes. He used to be a shoe designer and he loves designing, he’ll go from investor meetings and then he’ll go into their design lab and talk to their innovation
lab and talk about, and that is what, and all of that jumping back and forth–
– You know what I call that? Practitionership. The fact that I reply to my tweets and I by hand post my
Instagram posts and reply and I heart your replies. If you lose your practitionership, you become vulnerable. When you stop playing, you’re in trouble. – Well you also have to think about for each of us, what
are we really good at? – 100%. – Because sometimes you start to move up and you move away from the
stuff that you’re good at and not just that you’re good at, you’re usually good at it because it brings you
joy, it satisfies you and you got disconnected.
– To me I got lucky. When you move up, you manage people. For me, my joy is people. So it allowed me to be a good operator because you have to deal with the shit. Our days are about fires and issues. – Right, well this is one
of the things in life, if you think about it, for folks listening, if you work for someone and you say, okay, once a month I
need to talk to my boss about something really important, maybe once every other month. But for your boss, they’re getting 10 of
those things every day and so the most important thing for you is for them just their regular day. So how do you, if you
know that as a manager, how do you manage those
people who are coming to you and not say, ah geez,
yeah, it’s just another problem that they had? – By recognizing as a manager and a boss that you work for them,
not the other way around. – That those things are really important, that you can’t start to take them for–
– Empathy, empathy, empathy, empathy, empathy,
empathy, empathy, empathy. Empathy is the secret drug of success. – And you have to feel it. – You have to have it. It’s like being
– So what do you say to people who don’t have it?
– Super good looking or, they’re in deep shit. They’re in deep fucking shit.
– How do you learn to be more empathetic?
– I don’t know but I can tell you that I’m sure being
around empathetic people, I’ll tell you that Vayner
has a great ambition to suffocate, make it a real thing so people can learn from it, I think look at everybody here, they’ve all had different strives in it depending on– – But that’s part of the honey, right that you’re trying?
– The honey empire. – So let me ask you a tough question. So let’s say there’s someone
who works here at Vayner who is killing it– – Fired, fired, fired. – [Bob] You know where I’m going right? – Of course because I’m
the biggest revenue driver by such a disproportionate part that I would never put
myself in a position that I’m at the mercy of somebody else. – If someone’s bringing in money but they’re not good for the culture, they’re gone?
– I don’t need the money, I don’t need the money. I never put myself in a short
term financial situation, the end, that’s it. Last question. – [Male] Lentheus from Georgia. – Lenthia? – [Male] Lentheus. – Lentheus. You know what I mean? I have the luxury of not
being on 90 day terms, not having an actual boss. I don’t have a boss. – [Lentheus] This is Lentheus. – Lentheus, it’s Gary Vaynerchuk. You’re on the #AskGaryVee Show. – [Lentheus] Hey Gary. I was calling to ask you guys a question in regards to a small start up magazine. How does one survive in today’s market when there’s so many others out there trying to do the same thing? How does a small start
up differentiate himself? – That is a great question.
– Before you go there, I want to follow up with
one thing, great job, Lentheus, do you have a
small start up magazine? – [Lentheus] I do. – What’s it called? – [Lentheus] It’s called
Urban Lux magazine. – Good for you, man. – [Lentheus] We specialize in profiling people in the community that are doing great things ’cause luxury’s about what you make it, not necessarily all those things that society says luxury is. – And is it print and
digital or just digital? – [Lentheus] We did print for three years and it became so very expensive we started doing straight
digital about a year ago. – Congrats, man, that’s
awesome, good for you. Bob? – Alright, so when people come to me, young people come to me at Fast Company and want to get into the
business of doing magazines whether they’re print or digital, I always try to talk them out of it ’cause it is a really hard business and it’s a terrible business. In terms of sort of where
the financial leverage is, relative to other things
you can spend your time on, you can make more money in a more straightforward and easier ways doing lots of things with
the skills that you have than creating content for a magazine like the way you’re doing
it and I’m doing it. You do it because you really love it, because you can’t help not doing it. If you’re doing it because you’re like, this is the way I’m gonna be successful and I’m gonna make a
lot of money, good luck. – I think I’m gonna do print soon but I want it to be $100 an issue. – But it’s not gonna be the
core part of your business. It’s gonna support another brand. – That’s right, it’s 100% a brand play for the overarching brand. – And listen, in the long run, I should be careful what I say but I love the print
– Be not careful. – I love the print magazine. In the long run, is the print magazine gonna be the financial
driver of our business? If it is, I’m in bad shape.
– It can’t be. It matters. – [Bob] It’s the branding vehicle. – I want to be on the
cover of Fast Company. – Great. – I’m not actually
saying that, though I am, I’m saying that it still is leverage. If you were a digital only play, you would not have that
same leverage with me. So it’s still leverage. – The scarcity of the product
you’re producing, Lentheus, is its value. – Lentheus, I want to be on
the cover of your magazine. You need to bring it
back out of retirement for one issue so I can be on the cover. – [Female] $100. – [Lentheus] I can put you on
the cover of our 2018 cover. – No, no, what was that? Is that an actual magazine? – [Lentheus] It’s an actual magazine, it’s Urban Lux magazine. Our next issue will come
out in 2018 in January, I would love for you to be on the cover. – Respect, send me an
email, I’m interested. But Rebecca’s here, my coms team, I told her, I’m like, look, I only want to be on covers of magazines. I do not want to be inside of them. And if I’m not good
enough to get to the level where it hits your radar or
your competitive publications, then I’ll keep working
until that’s the case. But it is a leverage point. Whereas, for dot-com,
it doesn’t have that, there’s no big feature story that I’m chasing as much as a cover. So it’s still cultural. – And I’m doing two
things at the same time ’cause I’m trying to create versions of something that you would want to be on that would stand out on the digital front in the same way that a
print cover stands out but we’re not all the way there yet. – I think that what people have to do is much deeper documentary
like long form videos on these platforms. I’m a big buyer of this. I think if you guys had an accompanied 17 minute video that
felt like a documentary that I’d watch on HBO or Netflix, then I’d be like, shit, I want that, 17 minutes, a mini doc, that to me is the white
space in publishing right now for print producers with
a digital compliment. – [Bob] It’s all about prestige. – 100%. – And what is gonna
generate that prestige? – That’s it, you got it. Last point, anything you want to share that we didn’t get to? – Gary, I just have to say your energy always fucking amazes me. – [Gary] Thank you, brother. – It does, it does. – Listen, it’s gratitude. How good do we have it? Like optimism, it’s optimism. What about the event? – Oh yeah, yeah. So the event, next week,
October 23rd to 27th, my people are like, come
on, say the fucking event. – No, no, that was a perfect, I actually was super pumped, what an incredible indication to that you’re always editorial and you were gracious instead
of throwing the right hook. You default into not this is the moment to take something that’s selfish, I’m gonna be an editor, a journalist, I’m gonna be selfless that
you paid a compliment, I appreciate it, but to me I actually think it’s a super interesting
psychology experiment and it reminds me of why I even
would want you on this show. But anyway, tell them about the event ’cause you guys do put on a great event. – And I hope it is good for everyone who will attend. It’s next week in New York City for those who are in New York. – [Bob] What are the dates again? – 23rd to the 27th. – Yep, where is it? – It’s all around the city. There are 200 different sessions at 150 different places around the city. I think Claude is gonna be
doing one of them, right? Yes doing one of them.
– Love it. And do you buy a ticket that lets you get to go to all of them or you guys break it up, how do you do it? – You can buy a ticket to the whole thing, costs a lot of money. – [Gary] How much? – $1,200. – Well good, Jake’s got a ton of money. Jake, you’re in, two tickets for Jake. – You can get a day pass
for one of the single days. You can use the code askgaryvee and you can get a day pass
for I think 100 bucks. So you can go to all the things. And then there are individual sessions. So you want to talk to Derek Jeter about what it’s like to run a team. – [Gary] I do personally. – He’s gonna be at the 92nd Street Wyatt. You’re not here though, see that’s why– – No, I’m in Singapore. – I know, if only you were there. I’d have you and he on the stage together. We’ll get that together, though. We’ll work that out. – I’m gonna text him right now and tell I’m I’m really sad. That’s what’s called a humble brag. – [Bob] You want to talk to
Derek about why, you know? – If they go to fastcompany.com, I assume it’s super easy to find links to the event?
– Go to events.fastcompany.com – But nobody wants to remember that part. If you go to fastcompany.com, I gotta assume in your UI/UX, it’s easy to find. – Yeah, it’s there. – Question of the day. Every guest that comes
on the #AskGaryVee Show, gets to ask the audience
a question of the day. This is an amazing opportunity for you to do some
research and development, get some information from the zeitgeist, what is your question of the day? You can ask what’s your favorite color, I don’t give a crap, it’s your platform, go. – What makes news credible for you? – You’re really on this, huh? – I am, I am.
– It’s big. – I think it’s the biggest question. What makes it credible? What makes you believe? – Thanks for being on, brother. – Thanks a lot. – Thanks guys, take care
and have a great day. You keep asking questions,
we’ll keep answering them. (upbeat music)

44 thoughts on “BOB SAFIAN, FAST COMPANY, ENTREPRENEUR LIFESTYLE, & FUTURE OF MARKETING | #ASKGARYVEE 268”

  1. more and more these feel like the ruling class apologizing/explaining/enforcing to those they have impoverished for the sake of their material excess..

  2. I'm listening to this with renewed interest after hearing a conversation on fb trash talking Gary V. "Uncritical handclapping" was the general summary aimed at anyone who might suggest there was any value to be found in Gary Vaynerchuk. The earlier Daily Vee today about the critical importance of time was great. This conversation is great to listen to without bias. Two fascinating influencers. 10:30 "optimism is the greatest currency to trade on" sums up this show perhaps, and satisfies the unanswered question of the bitterness from the fb talk when I asked "why so butthurt?" Keep bringing the fire Gary! 🔥

  3. Hi guys, I do Football Videos on how to play on various positions and i help players to develop physically as well as mentally. I am working hard and i want my videos to get discovered by more people. I also do weekly football news. If you are interested, please have a look, I would really appreciate it 🙂

  4. LOVE YOU GARY!!!! Thank you for bringing over your AGV shows from Facebook… I have missed seeing them … it's hard to watch on FB because of work… Love love your content..you're amazing!

  5. 13:45 I heard that too Gary…. it's patience… wanting to cash out is so dangerous… LOVE the satisfaction comment, Bob…

  6. So that was an interesting AskGaryVee Interview…. what happened, did Gary lose a bet to that guy and he forced himself on the show?!? Am I the only one that picked up all that tension between these two…??? Yikes, its obvious that Bob doesn't agree with what Vayner is doing to shine light on traditional print ads, that are no longer working!. You can tell because Gary's body language is completely off… so is his classic interview style! Where he's usually jovial and interrupting his guests, he let Bob speak, then had the classic (I have a chip on my shoulder, and wanna rip your face off by hammering home my thesis) Gary came out. This was an interesting episode to say the least….. #Gary1 #Bob0

  7. you know how to improve your empathy, the answer is selfawareness, if u know ur stuff/shit you are automatically more empathetic, don't u think?

  8. Yo whats up guys! Working on podcast, would love to collab with some of you! let me know if you guys are interested! Check us out!

  9. This is really random. But could you do a mini series of when all those gifts on your wall came your way? I remember a few from previous episodes, but it would be so nice to remember when each gift was given, by whom and their significance to you. Love ya Gary x

  10. Question of the Day: A news agency is credible when there is clear bias, but still portray both sides (Charmalane) / TYT – actually frank open bias and unbiased balances with the purpose of creating holistic understanding – I mean – both side covered @mrasamoa gram

  11. loved this Fast Company session with Bob and Gary, didn't really know anything about the brand but they do sound super interesting and am currently having a look on their site and have signed up to their newsletter…

  12. #Qotd First off, don't get it on fb… I've had a really nice run, of not understanding I was being trolled. But still when there is a brand in place like huffington post, or something I already know.

  13. This was a really enjoyable listen!

    #QTOD: if the content of the story really matters to me, I look to confirm or deny it as quickly as possible with Snopes or Politifact and if I want to dig deeper, I'll look for corroboting stories elsewhere in the media since if the narrative's true, it's not going to come from just one vector of the media. If a publication consistently passes these "smell" tests, then I take what they say with more than a grain of salt.

  14. Question of the Day /// Answer: visualize the pattern of research and reporting that lead to the news report. Don't just say it, show it. When I see the depth, rigor, triangulation and interconnections … it becomes more credible. As Gary says: document the process. Take this kind of mapping to the next level. https://www.vox.com/mischiefs-of-faction/2017/3/6/14820506/trump-russia-network-mapped … And invite citizens/readers/viewers to sift through the evidence too.

  15. Ahhhhhh that pineapple though!!! #TeaCocktail #Delivered fresh to @garyvee @VaynerMedia woot woot So Exciting!!! When #Tea Meets #VAYNER

  16. For news I can trust I need to be able to fact check. I need the report to provide proof or references. I need the source to be a company with no ties to humans with a history of manipulating stories towards an agenda. If I sense even a hint of politics then I dismiss the whole story. I just want facts and entertainment without trying to be persuaded.

  17. I would vote this video as one of the top 5 #AskGaryVee. Biggest take away, double down on OPTIMISM. Enjoyed this video. .

  18. what if you're in the real estate drive a hooptie & you Can buy a newer nicer ride for a better appearance to your clients. would you buy the new ride to help your appearance where appearance matter in my business?

  19. What makes news credible is understanding how they fit into my life as a source of content. Trust is earned over time. Like Gary V! Incredible content! Thanks Gary V! See you soon! Much gratitude for all you do and teaching empathy!

  20. Great show! At least 5 MAJOR, biz and life changing, tips you guys hit on.
    Non partisanship is what makes news credible to me.

  21. Qotd – Just reporting (all) the facts without commentary… Tell me – don't tell me what to thing of it. It's my job to decide what I think and form my own opinion based on all the fact.

    Great show Gary – I may actually catch up 1 day… only 12 more months of shows to go!

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