字幕表 動画を再生する 英語字幕をプリント (crowd cheering) - Thank you so much. First thing I wanna say is I love you back. (crowd cheering) Sit, sit, sit. First thing I wanna say is clearly my mother snuck in here, because that fucking intro was ridiculous. I'm sorry you had to sit through that. Fuck. Jesus. I'll get to it. I'll get to it. I don't have unlimited time, so I wanna get right into it. A couple things I wanna talk about. First and foremost, I am so fired up to be here. I've never spoken in this market, so thank you so much for the warm welcome. (crowd cheering) To be very frank, the thing that I'm thinking most about, when I think about the lineup of speakers, is why are you here. To me, when you speak, what matters most is can you bring value to the audience. So I've been thinking quite a bit about this speech of like what can I really touch on that isn't available for free online, that isn't something you've seen or heard before and the reality is is that's a difficult challenge in a world where, very honestly, there's not a lot that I believe in. There's only four to six to nine things that I really trade on and those are the things that I wanna really reinforce. First and foremost, the biggest thing that I wanna make sure that everybody understands more than anything ... I just had a really fun strategy session with a bunch of people and when I think about what it was that we just talked about for the last couple hours is the fact of the matter is I truly believe that every single person here today, including myself, are grossly underestimating how special today is, how special this era of the internet at maturity is, how special the opportunity is. What is remarkable to me this morning is that there is never ... And I mean this. Now, if you are somebody who watches cable news all day, you may not agree with me, but it is my absolute deep belief that this is the absolute greatest era to be alive in the human race. (crowd cheering) And I'll tell you why. This internet thing, it's bigger than you think. This internet thing, when you're older, when our great, great grandkids judge us and how we navigated through this era, this internet thing is a much bigger deal than we've been able to comprehend. The internet, not Facebook, not social media, not Instagram, not podcasting, the internet is the single biggest invention that has ever happened to the human race and we, being in it in the first couple decades of it, are struggling to understand how big of a deal it is. What I am completely fucking blown away by is that there is nobody and I mean nobody who is a gatekeeper to the game anymore. What is amazing to me is that our great, great grandparents; our great grandparents and our grandparents would laugh at the shit that we cry about. The amount of people that get upset that Instagram and Facebook changed their algorithm and cry about is fucking ludicrous. It's free. Facebook and Instagram are free and we sit and cry about the change in the algorithm. Here's where I'm at. For this entire room, the one thing that connects all of us, whether you're an entrepreneur, whether you work somewhere, whether you're fucking thrilled, whether you're devastated, the one thing that connects all of us is that for us to take the step in what we're trying to achieve, whether it's financial, whether it's legacy, whatever it may be, the one thing that connects us is we have to trade on attention. The thing that I desperately want everybody to leave this talk with is understanding that attention is just like real estate and that attention is the gateway drug to everything you want, period. Before you can tell me how great you are, how awesome what you're selling is, you need my attention. Before you can tell me anything, you need my attention. What everybody in this room needs to wrap their head around is that this device owns the attention of our society. You may be upset about it; you might be sad that when you go out, people aren't talking to each other; you can do whatever the fuck you want, it doesn't change the fact that this has the attention and if you are sitting in this room today and you have not figured out how to put written words, audio or video into the platforms that sit on top of this, you are fundamentally irrelevant. (audience cheering) So when you think about sitting here and standing here, look, I have no interest in inspiring you for an hour and getting you pumped and then next Thursday you don't do shit about it. That's not interesting to me. I'll be very frank, even with all these faces in the audience, I'm looking for one person who understands that this is such a remarkable time and that you need to go harder at it. Let me tell you ... Let me tell you ... Let me tell you the thing that upset me most in my intro. I'm extremely proud, maybe more than anything, that I went into my family business and built my family business for my family. I'm proud. I love when people try to raz on me, easy for you, you were handed three million dollars, when they don't know my story. What I was handed was my dad had a liquor store doing 3 million dollars a year on 10% profit. What I did was worked my face off 17 hours a day, from 22 to 34, building my dad's business for my dad and my mom and at 34 years old, I left Wine Library day to day with 0% equity in Wine Library and no money in my bank. That's what I did. (audience cheering) I'm proud. If you're a child of an immigrant or great parents, nothing is better than settling the score with your parents. You can't zoom in, but the goosebumps, can you just confirm this. Real fucking goosebumps. The best. Meanwhile, when the intro came up, the gentleman said, "He grew his dad's business "from 4 to 60 million." True. Nice solid accomplishment, also my greatest regret. If I could do it again, businesswise, I would have built Wine Library from a 4 to a 250 million dollar business, in that same time. Let me tell you why and let me tell you why it's the only thing you need to pay attention to in my entire talk. Let me break this down. Get your fucking attention up right now. I don't know if you like taking notes. I don't know how you like to consume it, but I promise you what I'm going to explain for the next three minutes is the fucking game right now. I built my dad's business from 4 to 60 million dollars with no money. The business was doing 4 million dollars, 400,000 in profit before expenses. We literally had no money. You pay people, you pay your rent, like nothing. My first year marketing budget in building Wine Library was $14,000 for the year in marketing. I was able to build it in such a big way for three core reasons. In 1996, nobody had a website. That was a good idea. Number two: I started an email newsletter. For the youngsters in here, it's hard to understand, but you have to understand people didn't even know their own email when they would come into the wine store. I'd ask them, "You wanna be in the email list?" They'd be like, "Yeah." I'm like, "What's your email?" They're like, "firstname.lastname@example.org". I'm like, "No fucker." (audience laughing) This was early. This was early. But I started and email newsletter. How many people here have done email marketing in their career. Raise your hand. I had 91% open rates on my newsletter in 1997 and 8. Why? Not because it was such good content. All it said was buy this fucking Merlot. It was because nobody else was emailing and I bought that real estate cheap, because nobody else was doing it. And then the final point of why I really exploded my business was the day that Google AdWords came out, I bought Google AdWords for my dad's business, so I was the first result for wine and cabernet and Napa Valley. And while everyone else was doing direct mail and advertising in magazines and radio, I was winning Google, which went on to become Google. Got it? Let me now explain to you the number one mistake every person in this audience is making right now, including me, who's supposed to be fancy at this. Every person in this place is not producing enough content for social media and is not spending enough money on social media ads. Every person in here is not producing enough content and not spending enough ad money on social media. Because you have to understand what's about to happen. Let me explain it real simple. Right now, buying ads on Instagram and Facebook, which is something everybody in here should be doing at scale ... And please don't be that person who has run Facebook and Instagram ads and not gotten results and deemed it not working. The ROI of a basketball, to me, is zero. The ROI of a basketball to Lebron is billions of dollars. Let's be honest with each other. How many people here have run Facebook or Instagram ads and it hasn't worked. Raise you hand. Actually stand up. I want everybody to see this. Don't be lazy. Do this for everybody. Watch this. Keep going. Don't sit down yet. Everybody look around. All these people suck. (audience laughing) I'm kidding; I'm kidding.