Gary Vaynerchuk — Podcast Appearances & Summaries

Featured On 3 Podcasts

The GaryVee Audio Experience

8 episodes

Masters of Scale

1 episode

The Skinny Confidential Him & Her

1 episode

All Appearances

10 episodes

The Mid-Funnel is the Biggest Opportunity in Marketing

The GaryVee Audio Experience

Mar 3, 202638 minMarketing Expert/Entrepreneur

AI Summary

→ WHAT IT COVERS GaryVee and Jon Evans discuss why organic social media — the mid-funnel — represents the largest untapped opportunity in marketing today. The conversation covers creative validation, live social shopping, UK versus US market gaps, hiring philosophy, and why marketers must challenge fake data in boardrooms to stay relevant. → KEY INSIGHTS - **Mid-Funnel Creative Validation:** Never spend a dollar of paid media on creative that hasn't first been tested organically on social platforms. Algorithms on Meta, ByteDance, Snap, YouTube, and Google are built purely for relevance, meaning organic reach serves as a free, real-world focus group that eliminates guesswork before any working media budget is committed. - **Live Social Shopping:** Live social shopping is the single most significant emerging channel for any product-selling brand. China's market already generates $600 billion GMV annually. In the US, Whatnot and TikTok moved aggressively in 2025, with Meta reportedly entering the space. Brands that move early will gain competitive separation equivalent to early social media adoption in 2015. - **UK Market Opportunity:** The UK and European social media marketing landscape is significantly less competitive than the US, where creators like MrBeast and VC-backed startups dominate feeds. UK brands have a structural advantage right now, but the market remains over-invested in awards, vanity metrics, and production budgets that target audiences no longer inhabit. - **CFO Over CMO Alignment:** When pitching mid-funnel social investment internally, target CFOs rather than CMOs. GaryVee reports that CFOs consistently align within 45 minutes of seeing the model, while CMO culture remains attached to brand theater and unverifiable data. Showing existing budget waste on declining-ROI channels is the most effective entry point for the conversation. - **Intentionality and Impact Framework:** GaryVee's 2026 personal operating system involves defining tight intentionality frameworks per business unit and measuring impact explicitly against them. The content production strategy remains: create daily, post-produce with technology and people, identify which platforms fit each asset, validate organically, then amplify only proven creative with paid media spend. → NOTABLE MOMENT GaryVee describes his first-ever agency meeting at Campbell Soup, where a PR firm claimed 80 trillion impressions by counting an entire publication's monthly traffic against a single buried article. Nobody challenged it — until he pointed to seven consecutive years of business decline on the final page. 💼 SPONSORS None detected 🏷️ Mid-Funnel Marketing, Live Social Shopping, Organic Creative Strategy, UK Marketing Landscape, CFO Marketing Alignment

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How to Use Humility and Self-Awareness to Win

The GaryVee Audio Experience

Feb 24, 20268 minEntrepreneur and Motivational Speaker

AI Summary

→ WHAT IT COVERS GaryVee speaks with host Jeanniey Walden about how humility and self-awareness drive success, explaining why seeking honest feedback, rejecting money-driven decisions, and building a strong internal identity outperform external validation strategies. → KEY INSIGHTS - **Feedback acquisition:** Proactively ask the people closest to you to name your top strengths and weaknesses. Even after decades of poor feedback reception, starting this practice at any point produces results. The key barrier is self-esteem, not timing or circumstance. - **Resistance recognition:** When feedback triggers a defensive reaction, that resistance itself signals truth. Accepting uncomfortable feedback immediately moves you past the psychological block. GaryVee identifies this pattern as the single fastest path to genuine self-awareness and behavioral change. - **Self-esteem calibration:** Avoid placing strangers on pedestals while undervaluing yourself. Maintain a balanced internal relationship by anchoring identity to personal intent and daily improvement effort, not external metrics like follower counts, income levels, or public recognition and accolades. - **Money decision framework:** Prioritize peace of mind over financial or material gain when making career and life decisions. GaryVee argues that 1950s-style simplicity and values-first choices produced his financial success as a byproduct, not the reverse, and most people regret money-driven compromises. → NOTABLE MOMENT GaryVee reveals he struggled with candor toward people he loved for decades, only confronting it publicly in his early-to-mid forties, contradicting his widely known reputation for blunt, direct communication with audiences and business partners. 💼 SPONSORS None detected 🏷️ Self-Awareness, Humility, Personal Values, Leadership Development

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How to Build Confidence and Self-Esteem: The Truth About Ego and Entitlement

The GaryVee Audio Experience

Feb 18, 202671 minHost

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk and Aubrey Marcus explore the relationship between happiness, entitlement, ego, and entrepreneurial success across a 71-minute conversation. They examine how social media validation, consumer debt, external approval-seeking, and misidentified ego masquerading as confidence trap people in cycles of unhappiness, while accountability and perspective serve as practical alternatives. → KEY INSIGHTS - **Ego vs. Confidence:** Ego is insecurity with a presentable exterior, not confidence. Confidence means knowing your absolute position without needing to rank yourself against others. Ego operates only in relative comparisons, constantly requiring someone beneath you to function. Recognizing this distinction allows you to stop mistaking defensive, comparative behavior for strength and start building identity from an internal, stable foundation instead. - **Entitlement Elimination:** Expecting reciprocity from kindness given to others creates a transactional loop that generates consistent disappointment. The operational framework Gary describes: give maximum value to every person encountered and structurally never require anything in return. This removes the "expectation hangover" — the emotional crash that follows unmet transactional hopes — and keeps you in an abundance mindset rather than a scarcity-driven one. - **Niche Content Compounding:** Building content around a hyper-specific passion — used as the Black Panther example — creates an asset that can become lucrative when culture catches up. Someone who built a Black Panther podcast and Instagram account a decade before the film release would have commanded $50,000 in marketing fees when the movie launched. The strategy: pick a niche, publish consistently across podcast, Instagram, and blog, and hold position long enough for cultural momentum to arrive. - **Consumer Debt as Freedom Destroyer:** Purchasing homes and cars at maximum financial stretch creates golden handcuffs that eliminate career flexibility. The specific recommendation: leave a 35% financial buffer when buying a home so that a career pivot, passion project, or business risk remains structurally possible. Freedom — defined as waking up and choosing your own day — ranks above all other success metrics and requires avoiding debt loads that force you into jobs you dislike. - **Accountability as Empowerment Tool:** When something goes wrong, assigning personal responsibility rather than external blame produces empowerment rather than victimhood. This reframe — "that's my fault" instead of "that happened to me" — creates agency because you can change your own behavior but cannot change external forces. This applies directly to social media: platforms are neutral infrastructure; the human using them makes every choice about consumption and posting behavior. - **Life Stage Recalibration:** Most people treat 30 as a deadline for having life figured out, but at 43, Gary frames himself as being in the "late second quarter" of a potential 100-year life. The practical implication: someone at 57 still has 40 years of productive time ahead. Pressure from parents on 19-to-22-year-olds to "figure it out" reflects parental ego — wanting social proof for their peers — not genuine concern for the child's wellbeing or long-term trajectory. → NOTABLE MOMENT Aubrey Marcus disclosed publicly that he had developed a dependency on sleeping medication over the prior year — while simultaneously running a human performance and optimization company. Rather than treating this as damaging, he framed radical transparency about personal contradictions as the most liberating and strategically sound move available to anyone carrying hidden struggles. 💼 SPONSORS None detected 🏷️ Ego vs. Confidence, Entrepreneurial Happiness, Social Media Accountability, Consumer Debt Freedom, Niche Content Strategy, Entitlement Mindset

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The Social Media Era Is Ending: AI, Voice, and the Rise of AR Glasses

The GaryVee Audio Experience

Feb 16, 202661 minHost/Guest

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk and futurist Sinead Bovell examine the impending transformation of social media through AI, voice interfaces, and AR glasses. They explore how agentic AI will reshape consumer behavior, why current social platforms face disruption within the next decade, and how creators and brands must adapt to voice-first commerce and immersive AR experiences. → KEY INSIGHTS - **Historical Pattern Recognition:** Vaynerchuk attributes his predictive accuracy to studying historical media transitions—Nixon-Kennedy radio versus television debates, how football succeeded on TV while boxing dominated radio, CNN's impact during Baby Jessica coverage. He observes consumer behavior patterns during technology shifts rather than making pure predictions, positioning himself as an A&R scout who discovers trends by watching audience reactions in real-time rather than forecasting from theory. - **AI Bot Economy Reality:** The future involves both human and AI agent consumption of content simultaneously. If 99% of views come from bots but 1% from humans who still generate desired business results—sales, brand awareness, real-world interactions—creators will continue posting. The metric inflation from synthetic viewers becomes irrelevant when actual human outcomes remain consistent, fundamentally changing how success gets measured in digital marketing. - **Voice Interface Disruption:** Voice-first AI assistants will break the open-phone-scroll-watch habit that sustains current social platforms. Users will simply speak commands for purchases, information, and services without opening apps or viewing content. This shift threatens the attention economy model within approximately five years as Alexa, Siri, and similar interfaces become the primary interaction layer, reducing visual content consumption and advertising exposure opportunities. - **AR Glasses as iPhone Successor:** Augmented reality glasses represent the next major platform shift, comparable to how smartphones replaced television as the dominant attention device. Meta's Project Orion targets six-year development timeline. When glasses achieve mainstream adoption, they will enable three-dimensional, interactive video experiences where content becomes immersive and spatially activated. Current flat-screen scrolling will appear as outdated as manually-cranked motion pictures, requiring entirely new content formats and creator skills. - **Agentic Commerce Transformation:** AI agents will handle routine purchases through set preferences and automatic reordering, eliminating brand discovery moments at retail. Consumers will specify which product categories matter to them—wine, perfume, organic food—while letting AI handle mundane items like toothpaste and deodorant. Brands must either achieve strong enough recognition that consumers manually specify them or break through via experiential marketing, social proof, and real-world influence since traditional advertising touchpoints disappear. - **Creator Transition Strategy:** Successful creators must fly two planes simultaneously—extracting maximum value from current TikTok discoverability while building knowledge of emerging platforms. Vaynerchuk emphasizes going vertical across all existing platforms now (LinkedIn, YouTube, Facebook, Snapchat) to build brand recognition that transcends any single distribution channel. Simultaneously, creators must experiment with AI tools, live streaming, voice interfaces, and understand their core value proposition independent of medium to survive platform transitions. → NOTABLE MOMENT Vaynerchuk challenges the notion that people will unplug from technology despite survey data suggesting otherwise, arguing humans consistently lie about their intentions. He points to dating apps as proof—thousands of New Yorkers will go on dates this week that originated from digital messages, demonstrating technology already serves as the gateway to real-world experiences rather than replacing them, contradicting the narrative of digital-versus-physical as opposing forces. 💼 SPONSORS None detected 🏷️ AI Agents, AR Glasses, Voice Commerce, Creator Economy, Social Media Evolution, Agentic AI

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GaryVee on how to make Super Bowl ads that are actually funny

Masters of Scale

Feb 7, 202613 minMarketer and Creative Strategist

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk discusses Kellogg's Raisin Bran Super Bowl ad featuring William Shatner and wordplay on his name. He explains how social-first marketing now outperforms traditional advertising, with clients increasing budgets from $500K to $25M annually as brands feel competitive pain. → KEY INSIGHTS - **Social-First Strategy Execution:** Run 41 targeted social ads with strategic purpose rather than broad vanilla television spots. Social allows real-time data collection, next-day pivots, and audience segmentation by demographics like Star Trek fans or age groups, while TV requires massive spend with no adjustment capability after launch. - **AI Content Performance:** AI-generated ads currently outperform human-produced content at lower cost, but major brands avoid using them in 2025 due to stigma. Similar to online dating shame in 2002-2004, this stigma will fade by 2028, forcing all agencies and companies to adapt their production models fundamentally. - **Live Social Shopping Emergence:** QVC-style live shopping represents a half-trillion dollar industry in China now arriving in US through TikTok Shop, Whatnot, eBay Live, and emerging platforms like District. CMOs must prioritize this channel alongside social creative's impact on search engine optimization and AI language model results. - **Early Career Proximity Strategy:** Accept lowest possible compensation to work closest to your industry's center of power. Choose internships at Pat McAfee's show, Vayner residency programs, or Spotify over jobs paying $5K more but distant from your dream field. Physical proximity to decision-makers accelerates career trajectory exponentially. → NOTABLE MOMENT Vaynerchuk reveals his team had to completely remake a Super Bowl commercial featuring Jennifer Lopez and a helicopter the year Kobe Bryant died in a helicopter crash, illustrating how unpredictable external events can derail major advertising campaigns at the last moment. 💼 SPONSORS [{"name": "Upwork", "url": "upwork.com"}] 🏷️ Super Bowl Advertising, Social Media Marketing, Live Shopping, AI Content Creation

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Is a $10 Million Super Bowl Ad Still a Good Deal?

The GaryVee Audio Experience

Feb 6, 20267 minChairman of VaynerX, CEO of VaynerMedia, Cofounder of VaynerSports

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk analyzes whether Super Bowl advertising at $10 million per 30-second spot remains cost-effective compared to social media spending, examining attention economics, creative execution requirements, and the emerging role of AI in future advertising production. → KEY INSIGHTS - **Attention arbitrage math:** Spending $10 million on Meta and TikTok cannot deliver 100 million viewers watching a 30-second video, making Super Bowl ads the most efficient attention-per-dollar deal in advertising despite the high absolute cost, plus brands gain collateral media coverage beyond the game itself. - **Creative execution determines ROI:** The Super Bowl guarantees attention but not results—brands waste money when creative fails to convert attention into action. Success requires either building broad awareness for unknown brands or reigniting relevance for established brands that consumers have stopped thinking about regularly. - **AI adoption timeline in advertising:** Brands face 24 to 36 months of consumer resistance to AI-generated ads because people subconsciously fear job displacement. McDonald's tested AI creative and received negative backlash, causing brands to pull back temporarily, but technology adoption is inevitable once stigma fades. - **Future NIL monetization strategy:** Celebrities can license their name, image, and likeness for AI-generated commercials without physical presence on set, creating perpetual income streams. Vaynerchuk expects his descendants to monetize his digital avatar long after death, fundamentally changing talent compensation and production costs. → NOTABLE MOMENT Vaynerchuk predicts his great-grandchildren will profit from licensing his digital likeness in advertisements a century from now, suggesting celebrity estates will generate revenue from AI avatars performing in commercials without the original person ever appearing on set. 💼 SPONSORS None detected 🏷️ Super Bowl Advertising, Attention Economics, AI in Marketing, NIL Rights

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How to Scale Your Business and Personal Brand in 2026

The GaryVee Audio Experience

Feb 4, 2026119 minHost

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk hosts a Stan Store creator event in New York, addressing entrepreneurs building digital product businesses. He covers content strategy, pricing psychology, platform selection, AI integration, hiring decisions, and managing burnout. Vaynerchuk emphasizes TikTok Live as the highest-discovery platform currently available, discusses his portfolio of 13 businesses, and provides tactical advice on scaling creator businesses while maintaining authenticity and avoiding common entrepreneurial pitfalls. → KEY INSIGHTS - **TikTok Live Discovery Advantage:** TikTok Live currently offers the highest discovery rate of any social platform because the algorithm pushes streams to users who have never seen the creator before, unlike Instagram Live which only notifies existing followers. Creators report 100+ new viewers per session discovering them organically. The platform suppresses reach when detecting sales links, requiring tactical approaches like visual text bubbles instead of verbal mentions to maintain algorithmic favor while converting viewers. - **AI as Multiplication Not Replacement:** The competitive advantage comes from combining human teams with AI tools, not replacing humans with AI. A company with seven employees using AI will outperform a company with two employees using AI because AI multiplies human capability rather than substitutes for it. The strategic error entrepreneurs make is reducing headcount to cut costs while adopting AI, missing the compounding effect of AI-enabled human teams over the next three to seven years. - **Pricing Velocity Through Testing:** Successful creators on Stan Store started with low prices like fifty dollars for consultations, then doubled prices every time their calendar filled within twenty minutes or one day. One participant went from free consultations to two hundred dollar sessions within weeks by monitoring demand signals. The psychological barrier is internal—creators undervalue their expertise while customers actively request to pay more, revealing market willingness exceeds creator confidence. - **Documentation Over Expertise Strategy:** Building audience through documenting personal journeys outperforms positioning as an expert, especially for beginners. A woman documenting her menopause experience from day one generated more engagement than established health experts because authenticity and relatability trump credentials. This approach eliminates the pressure to be perfect or knowledgeable, focusing instead on sharing real-time experiences that audiences find valuable and trustworthy for their own similar journeys. - **Burnout Prevention Through Leverage Hiring:** The primary cause of creator burnout is failing to reinvest revenue into operational support while scaling. Multiple six-figure-per-month creators burned out because they kept all revenue personally instead of hiring COOs or operational staff to handle non-creative tasks. The pattern: initial success, revenue extraction for lifestyle, operational overload, complete shutdown. Prevention requires reinvesting thirty to fifty percent of early revenue into hiring for tasks the creator dislikes or lacks skill in. - **Platform Omnipresence Execution Gap:** Most creators claim to make content but actually only post on one or two platforms, typically Instagram and TikTok, missing YouTube Shorts, LinkedIn, Facebook, and written platforms like Substack. The breakthrough often comes from underutilized platforms where competition is lower. LinkedIn video and YouTube Shorts currently offer disproportionate reach relative to effort invested, yet ninety percent of creators ignore them despite knowing they should diversify distribution channels. - **Perspective as Emotional Processing Speed:** The ability to process setbacks within minutes rather than days comes from immediate perspective shifts—comparing current problems to catastrophic scenarios like family death or homelessness. This chemical recontextualization happens through practiced mental moves: acknowledging the problem could be infinitely worse, recognizing the ability to survive with nothing, and viewing every negative outcome as beneficial through butterfly effect thinking. This skill is trainable through repetition, not innate personality. → NOTABLE MOMENT Vaynerchuk revealed he lost four hundred fifty million dollars in cash by not investing in Uber despite being close friends with the CEO Travis Kalanick, who he thanked in his book. He chose not to invest because he had just bought an apartment and felt less liquid than comfortable, violating his core principle that scared money does not make money. Rather than dwelling on the loss, he reframes it through butterfly effect thinking—believing he might have choked on a chicken bone in China or been hit by a bus in Dallas had circumstances been different. 💼 SPONSORS None detected 🏷️ Content Strategy, TikTok Live, Creator Economy, Digital Products, Burnout Prevention, AI Integration, Pricing Psychology

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The Secret to a Valuable Brand: Why You Should Stop Buying What Others Like

The GaryVee Audio Experience

Jan 19, 202620 minHost

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk explains his approach to building VeeFriends intellectual property through fashion collaborations and cultural partnerships. He discusses how brands create perceived value, why he prioritizes intent over transactions in business activations, and his strategy for scaling character-based IP to teach values like accountability and patience. → KEY INSIGHTS - **Brand Value Creation:** Products gain value purely through branding and cultural meaning. Water was free until companies created branded bottles people pay for. Puma socks cost 37 cents to make but sell for nine dollars because the logo and brand positioning create perceived value that consumers willingly pay for through self-expression and identity signaling. - **Event Activation Strategy:** Design business events and brand activations around creating serendipity and relationship building rather than immediate transactions. Invite competitors, focus on delivering maximum value to attendees, and prioritize karma over short-term revenue. Humans detect transactional intent, so going completely the opposite direction builds stronger long-term business relationships and opportunities. - **IP Universe Building:** Launch with a large character universe from day one rather than building incrementally. VeeFriends started with 268 characters to enable decades of storytelling across multiple mediums. This approach allows strategic character selection for specific collaborations and messages, like using Accountable Ant to teach accountability or Forthright Flamingo for candor-themed partnerships. - **Fashion Collaboration Speed:** Prioritize fashion partnerships for rapid market entry and audience building. Fashion collaborations can reach market in six to nine months versus three years for animation or toys. Limited production runs allow testing multiple concepts quickly while maintaining exclusivity. VeeFriends has executed Reebok, Starter, Kim Shui, Carrots, and Vintage Frames deals within eighteen months. → NOTABLE MOMENT Vaynerchuk reveals his cereal product strategy involves weekly deliberation about which VeeFriends character to feature, weighing whether to create healthy cereal for coastal consumers aged 25 or sugar cereal for children aged nine, demonstrating how deeply he considers cultural positioning for each character deployment. 💼 SPONSORS None detected 🏷️ Brand Building, IP Development, Fashion Collaborations, NFT Strategy

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Gary Vaynerchuk: The Truth About AI, Social Media, & How to Think Clearly in a Digital World

The Skinny Confidential Him & Her

Jan 12, 202681 min

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk discusses AI adoption as inevitable evolution, addresses social media algorithm misconceptions, explores parenting's role in insecurity and entitlement, and emphasizes personal accountability over external blame for life outcomes and happiness. → KEY INSIGHTS - **AI Integration Strategy:** Treat AI as a tool for enhancement rather than threat - fitness influencers can create AI companion characters like pet personalities to expand revenue streams from pet brands while maintaining their core human content and audience connection. - **Social Media Algorithm Control:** Your feed reflects your engagement choices, not platform manipulation - spend fifteen minutes liking positive content about kittens, love, sunshine, and uplifting topics to completely transform your algorithm within twenty-four hours and reclaim control over your digital experience. - **Parenting and Accountability:** Modern overprotection creates entitlement - consequences matter more than constant praise, as evidenced by wealthy young adults DMing about depression from parents paying for everything, interpreting financial support as messages of incapability rather than love or generosity. - **Candor as Professional Growth:** Inability to deliver honest feedback destroys relationships and organizations - addressing performance gaps directly with specific examples like arrival times and output quality, while offering support or transition options, prevents resentment buildup and enables genuine improvement or graceful exits. - **Intuition Over Logic:** Your gut instinct serves as primary decision-making center, not your brain - decisions made against intuition but following others' advice hurt triple when they fail because you knew better, making it essential to trust internal signals over external validation. → NOTABLE MOMENT Vaynerchuk reveals he receives DMs from wealthy young adults blaming parents for their depression, explaining that parents paying for everything sends an unintended message that the child is incapable, destroying self-esteem despite material comfort and privilege. 💼 SPONSORS [{"name": "Free Nicotine", "url": "freepouch.com"}, {"name": "Paleovalley", "url": "paleovalley.com/skinny"}, {"name": "Kion", "url": "getkian.com/skinny"}, {"name": "Just Thrive", "url": "justthrivehealth.com/skinny"}, {"name": "Veracity", "url": "veracityhealth.co"}, {"name": "Skinny Confidential Face Towels", "url": "shopskinnyconfidential.com"}] 🏷️ AI Adoption, Social Media Algorithms, Parenting Psychology, Personal Accountability, Workplace Candor

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If You Want to Win at Marketing in 2026, Listen To This

The GaryVee Audio Experience

Dec 15, 202534 minHost/Speaker

AI Summary

→ WHAT IT COVERS Gary Vaynerchuk explains why creative strategy and platform-specific content creation matter more than ad spend, revealing how Facebook Reels, YouTube Shorts, and Twitter ads offer untapped arbitrage opportunities for marketers in 2026. → KEY INSIGHTS - **Facebook Reels arbitrage:** Facebook Reels currently delivers massive organic reach with 18-25 year olds as the fastest growing demographic. Most marketers underestimate this platform while overfocusing on Instagram, which has declining organic reach compared to Facebook's current attention surplus. - **Creative strategy ROI:** Poor creative execution hidden by ad budgets costs businesses significantly. A $39 customer acquisition cost can drop to $16 with proper platform-specific creative strategy including filters, add-ons, and URL placement optimization across different social platforms. - **Platform and Culture framework:** Success requires mastering both platform mechanics (reels vs TikTok differences, feature usage) and cultural relevance (trending topics, popular culture integration). Content must reference current events and human truths to build emotional connection rather than just pushing sales messages. - **Offense versus defense mindset:** Businesses must prioritize demand creation as the primary function, not a nice-to-have. Growing top-line revenue provides flexibility to fix operations and costs, while defensive cost-cutting without revenue growth leads to business death over time. → NOTABLE MOMENT Vaynerchuk reveals he paid himself only $100,000 annually while growing VaynerMedia from $3.7 million to $49 million in revenue, reinvesting all profits back into the business rather than taking money out for personal expenses or ego purchases. 💼 SPONSORS None detected 🏷️ Social Media Marketing, Facebook Reels, Creative Strategy, Customer Acquisition Cost

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