The Mid-Funnel is the Biggest Opportunity in Marketing

There is no logic. If you understood what's happening in Meta and ByteDance and Snap and YouTube and Google, if you understood how these algorithms are written purely for relevance, the thing that we've been chasing to measure our whole lives. For a hundred years marketers like us, the bane of our existence has been trying to understand the creative before it goes into market. Focus groups, fake reports, politics amongst seven important people in a room. We've been struggling with this deep knowledge that we know which is if the creative isn't right we lost. I ask for a lot of you is take your hat off of being a corporate animal and understanding how your organization measures everything and put your human hat on and listen to it and understand it. There is literally no reason to waste marketing dollars anymore. We don't have to guess. Like do we really still have the audacity to think our subjective opinion on a thirty second video or a picture is gonna drive the business? Every single brand in here's biggest issue is not awareness, it's relevance. And if you're small and you need awareness, you can only get it through scaled relevance. This is the Gary Vee audio experience. This is an amazing opportunity to have you in the room, Gary. Thank you so much, mate, for doing this. Thank you so much everyone for being here, really. So I've got a few questions I wanna put to Gary. I had the honor of meeting him actually at the wine library, which was really special, man. I mean, it was it was kinda cool to see there because, like, I noticed when we finished filming, you were straight downstairs doing doing a wine review, and you were straight on the phone with, like, okay. Ring this number, everybody. Put your orders in. I wanted to start with an maybe an unusual question. Like, you you're obviously at the forefront of so much change and what's going on. Like, what hasn't changed? Have you put yourself back in your kind of wine library days? What hasn't changed that kind of has underpinned your success? You know, it's actually a fun one to start with, especially with this crowd. I'm I'm aware, even just had a quick interaction, that people think that a lot of mineour company's theories are maybe in contrast to what's been classically understood or known. The thing that has not changed is that relevance leads to consideration, leads to purchase. I think that is just so uncomfortably classic and so true. I think that where information is being consumed and how relevance is defined and how fragmented relevance actually is and always has been but the media landscape has changed enough for allowing us to all take advantage of it, That's different but what is tried and true, we did that podcast at my father's wine store where I kind of grew up and built and as soon …