hi guys I don’t matter as you can see and as the so I’m going to do a little
and as the so I’m going to do a little
and as the so I’m going to do a little bit of improv in this talk so there
bit of improv in this talk so there
bit of improv in this talk so there might be a little arms and ass so let me
might be a little arms and ass so let me
might be a little arms and ass so let me tell you a little bit about myself so
tell you a little bit about myself so
tell you a little bit about myself so that you have some context to what I’m
that you have some context to what I’m
that you have some context to what I’m going to base my talk around so unlike
going to base my talk around so unlike
going to base my talk around so unlike other people who have come before me in
other people who have come before me in
other people who have come before me in this stage and specifically for Ted
this stage and specifically for Ted
this stage and specifically for Ted people who do these talks worldwide I am
people who do these talks worldwide I am
people who do these talks worldwide I am NOT
NOT
NOT I haven’t invented something that will
I haven’t invented something that will
I haven’t invented something that will change the world
change the world
change the world I am NOT a runaway success yet not
I am NOT a runaway success yet not
I am NOT a runaway success yet not particularly good-looking my wife thinks
particularly good-looking my wife thinks
particularly good-looking my wife thinks otherwise but but if you were to but but
otherwise but but if you were to but but
otherwise but but if you were to but but I I have a certain idea that I want to
I I have a certain idea that I want to
I I have a certain idea that I want to convey to you guys all of you were here
convey to you guys all of you were here
convey to you guys all of you were here and to those who will be looking at this
and to those who will be looking at this
and to those who will be looking at this video elsewhere an idea that can
video elsewhere an idea that can
video elsewhere an idea that can potentially change your lives and the
potentially change your lives and the
potentially change your lives and the lives of everybody in the world right so
lives of everybody in the world right so
lives of everybody in the world right so it’s the age of the Internet and you
it’s the age of the Internet and you
it’s the age of the Internet and you know so there was this something called
know so there was this something called
know so there was this something called a resume a CV that we all have and we
a resume a CV that we all have and we
a resume a CV that we all have and we all had but in this day and age perhaps
all had but in this day and age perhaps
all had but in this day and age perhaps we need to change that format a little
we need to change that format a little
we need to change that format a little bit right so a resume has all your
bit right so a resume has all your
bit right so a resume has all your education your work accomplishments so
education your work accomplishments so
education your work accomplishments so on so forth
on so forth
on so forth but what if we sort of redesigned it so
but what if we sort of redesigned it so
but what if we sort of redesigned it so that it has something a little bit about
that it has something a little bit about
that it has something a little bit about your life as well right so what are your
your life as well right so what are your
your life as well right so what are your hobbies what’s your family like what
hobbies what’s your family like what
hobbies what’s your family like what drives you what motivates you this sort
drives you what motivates you this sort
drives you what motivates you this sort of you know this sort of way all
of you know this sort of way all
of you know this sort of way all encompassing sort of CV what would it
encompassing sort of CV what would it
encompassing sort of CV what would it look like
look like
look like so in this day and age my assertion is
so in this day and age my assertion is
so in this day and age my assertion is that that would be something similar to
that that would be something similar to
that that would be something similar to your Googler ability right so when you
your Googler ability right so when you
your Googler ability right so when you put in and we’re all guilty of doing
put in and we’re all guilty of doing
put in and we’re all guilty of doing this from time to time the narcissistic
this from time to time the narcissistic
this from time to time the narcissistic ones at least that you put your name in
ones at least that you put your name in
ones at least that you put your name in in Google and you see all that this
in Google and you see all that this
in Google and you see all that this person has done and this is what it’s
person has done and this is what it’s
person has done and this is what it’s like this is what he thinks these are
like this is what he thinks these are
like this is what he thinks these are what his opinion says this is what he
what his opinion says this is what he
what his opinion says this is what he tweets and you know his – so on so forth
tweets and you know his – so on so forth
tweets and you know his – so on so forth so keeping that in mind I I don’t
so keeping that in mind I I don’t
so keeping that in mind I I don’t a very impressive CV yet so I only have
a very impressive CV yet so I only have
a very impressive CV yet so I only have 582 followers on Instagram which kinda
582 followers on Instagram which kinda
582 followers on Instagram which kinda sucks but then again this is who I am
sucks but then again this is who I am
sucks but then again this is who I am right so but let me tell you about a
right so but let me tell you about a
right so but let me tell you about a story about my story and then let me
story about my story and then let me
story about my story and then let me convey this idea to you that I think
convey this idea to you that I think
convey this idea to you that I think will impact everybody around us right so
so I am as inter said so I’m an AG man I
so I am as inter said so I’m an AG man I work in advertising but I wasn’t born
work in advertising but I wasn’t born
work in advertising but I wasn’t born and bred to be an ad man I fell into
and bred to be an ad man I fell into
and bred to be an ad man I fell into this industry purely by accident so I’m
this industry purely by accident so I’m
this industry purely by accident so I’m some of very few of you will know that I
some of very few of you will know that I
some of very few of you will know that I am an economics and political science
am an economics and political science
am an economics and political science major what has that got to do with the
major what has that got to do with the
major what has that got to do with the advertising I have no idea but you know
advertising I have no idea but you know
advertising I have no idea but you know when I went to lungs everybody was doing
when I went to lungs everybody was doing
when I went to lungs everybody was doing it and I was not smart enough to get the
it and I was not smart enough to get the
it and I was not smart enough to get the proper economics degree so they said you
proper economics degree so they said you
proper economics degree so they said you know what economics and political
know what economics and political
know what economics and political science carlo and that’s fine for you so
science carlo and that’s fine for you so
science carlo and that’s fine for you so I did that and when I when I was
I did that and when I when I was
I did that and when I when I was graduating I was I’m really really bad
graduating I was I’m really really bad
graduating I was I’m really really bad at math so I could not get into the
at math so I could not get into the
at math so I could not get into the coveted FMC geez the Unilever’s the pngs
coveted FMC geez the Unilever’s the pngs
coveted FMC geez the Unilever’s the pngs and so on so forth
and so on so forth
and so on so forth and I found I did a couple of
and I found I did a couple of
and I found I did a couple of internships at a few banks I found them
internships at a few banks I found them
internships at a few banks I found them supremely boring to the extent that I
supremely boring to the extent that I
supremely boring to the extent that I would take two hour long washroom breaks
would take two hour long washroom breaks
would take two hour long washroom breaks find a nice spot and sleep there right
find a nice spot and sleep there right
find a nice spot and sleep there right so I but you know if the fuckin I I
so I but you know if the fuckin I I
so I but you know if the fuckin I I managed to email a couple of ad agencies
managed to email a couple of ad agencies
managed to email a couple of ad agencies by in sheer desperation and one of them
by in sheer desperation and one of them
by in sheer desperation and one of them seemed to respond to my email and they
seemed to respond to my email and they
seemed to respond to my email and they gave me a job not very high paying job
gave me a job not very high paying job
gave me a job not very high paying job but a job nonetheless and I began to be
but a job nonetheless and I began to be
but a job nonetheless and I began to be interested in the world of advertising
interested in the world of advertising
interested in the world of advertising right and and a year and a half later I
right and and a year and a half later I
right and and a year and a half later I thought I was turning 25 at the time and
thought I was turning 25 at the time and
thought I was turning 25 at the time and I was getting married so I thought you
I was getting married so I thought you
I was getting married so I thought you know what this is the time to take a
know what this is the time to take a
know what this is the time to take a risk otherwise I’ll be able to do it so
risk otherwise I’ll be able to do it so
risk otherwise I’ll be able to do it so I quit that job and I started my own
I quit that job and I started my own
I quit that job and I started my own agency and we’ve been doing that for
agency and we’ve been doing that for
agency and we’ve been doing that for about seven years so why this is
about seven years so why this is
about seven years so why this is necessary is because you have to
necessary is because you have to
necessary is because you have to understand my context I am NOT
understand my context I am NOT
understand my context I am NOT classically trained in advertising or
classically trained in advertising or
classically trained in advertising or marketing I mean I’m an insider outsider
marketing I mean I’m an insider outsider
marketing I mean I’m an insider outsider so while now I’ve learned through
so while now I’ve learned through
so while now I’ve learned through experience what the ins and outs are I I
experience what the ins and outs are I I
experience what the ins and outs are I I like the formal training right so
like the formal training right so
like the formal training right so I can see it from both sides of the
I can see it from both sides of the
I can see it from both sides of the equation and I’ve come to realize
equation and I’ve come to realize
equation and I’ve come to realize fortunately or unfortunately that
fortunately or unfortunately that
fortunately or unfortunately that advertising as it stands today is broken
advertising as it stands today is broken
advertising as it stands today is broken we are a dying breed of people because
we are a dying breed of people because
we are a dying breed of people because the entire model of advertising is
the entire model of advertising is
the entire model of advertising is headed towards destruction the problem
headed towards destruction the problem
headed towards destruction the problem is that you know all of you are
is that you know all of you are
is that you know all of you are regularly interrupted by the ads that we
regularly interrupted by the ads that we
regularly interrupted by the ads that we make right and it was all well and good
make right and it was all well and good
make right and it was all well and good back in the good old days of Mad Men and
back in the good old days of Mad Men and
back in the good old days of Mad Men and we did interesting stuff but we killed
we did interesting stuff but we killed
we did interesting stuff but we killed the goose that lays the golden eggs
the goose that lays the golden eggs
the goose that lays the golden eggs right so eventually it became so so
right so eventually it became so so
right so eventually it became so so monotonous and so in-your-face that
monotonous and so in-your-face that
monotonous and so in-your-face that you’ve begun to face it outright so like
you’ve begun to face it outright so like
you’ve begun to face it outright so like maybe five six years ago we had these
maybe five six years ago we had these
maybe five six years ago we had these things on our phones and these things in
things on our phones and these things in
things on our phones and these things in our browsers these pop-ups called you
our browsers these pop-ups called you
our browsers these pop-ups called you know ad blockers ad blocker or your
know ad blockers ad blocker or your
know ad blockers ad blocker or your phone ad blocker for this ad blocker for
phone ad blocker for this ad blocker for
phone ad blocker for this ad blocker for that and those things no longer exist
that and those things no longer exist
that and those things no longer exist and then that ad blocking mentality has
and then that ad blocking mentality has
and then that ad blocking mentality has gone into our heads so now we have these
gone into our heads so now we have these
gone into our heads so now we have these inbuilt ad blockers and we will gladly
inbuilt ad blockers and we will gladly
inbuilt ad blockers and we will gladly ignore the Billboard will tune out the
ignore the Billboard will tune out the
ignore the Billboard will tune out the radio ad and we will you know will hide
radio ad and we will you know will hide
radio ad and we will you know will hide your Facebook story and we will do
your Facebook story and we will do
your Facebook story and we will do everything in our power to actually
everything in our power to actually
everything in our power to actually ignore it your message right so this
ignore it your message right so this
ignore it your message right so this comes at a time where the advertising
comes at a time where the advertising
comes at a time where the advertising world is spending more and more money to
world is spending more and more money to
world is spending more and more money to create more and more beautiful perfect
create more and more beautiful perfect
create more and more beautiful perfect you know really grand ads that you see
you know really grand ads that you see
you know really grand ads that you see on TV or on Facebook or on YouTube
on TV or on Facebook or on YouTube
on TV or on Facebook or on YouTube anyway right but at the same time
anyway right but at the same time
anyway right but at the same time everybody is learning to ignore them we
everybody is learning to ignore them we
everybody is learning to ignore them we hate them right so I have a kid who’s
hate them right so I have a kid who’s
hate them right so I have a kid who’s two years old the first thing he learned
two years old the first thing he learned
two years old the first thing he learned he doesn’t know anything else but he
he doesn’t know anything else but he
he doesn’t know anything else but he knows how to skip an ad on YouTube he
knows how to skip an ad on YouTube he
knows how to skip an ad on YouTube he knows he waits for those three seconds
knows he waits for those three seconds
knows he waits for those three seconds and he skips it right so if it sits in
and he skips it right so if it sits in
and he skips it right so if it sits in our it’s in our minds we’ve begun to do
our it’s in our minds we’ve begun to do
our it’s in our minds we’ve begun to do that so this is a very strange junction
that so this is a very strange junction
that so this is a very strange junction where ad whereby the advertising and the
where ad whereby the advertising and the
where ad whereby the advertising and the brand industry is put pumping more and
brand industry is put pumping more and
brand industry is put pumping more and more money to come in your face and sell
more money to come in your face and sell
more money to come in your face and sell you their product and we are getting
you their product and we are getting
you their product and we are getting better and better to ignore them so
better and better to ignore them so
better and better to ignore them so multi-million dollar campaigns
multi-million dollar campaigns
multi-million dollar campaigns so what I’ll ignore it right and this is
so what I’ll ignore it right and this is
so what I’ll ignore it right and this is a problem for me because I’m gonna do
a problem for me because I’m gonna do
a problem for me because I’m gonna do I’m stuck here this is my livelihood
I’m stuck here this is my livelihood
I’m stuck here this is my livelihood right so I’ve come to understand that
right so I’ve come to understand that
right so I’ve come to understand that perhaps we need to rethink the equation
perhaps we need to rethink the equation
perhaps we need to rethink the equation and move it right so the point is that
and move it right so the point is that
and move it right so the point is that in this day and age we are spending our
in this day and age we are spending our
in this day and age we are spending our most valuable asset our time and our
most valuable asset our time and our
most valuable asset our time and our attention elsewhere we’re not we’re not
attention elsewhere we’re not we’re not
attention elsewhere we’re not we’re not going to give it to you no matter how
going to give it to you no matter how
going to give it to you no matter how much money brands throw at us no matter
much money brands throw at us no matter
much money brands throw at us no matter how perfect those ads may be we’re not
how perfect those ads may be we’re not
how perfect those ads may be we’re not gonna let you take our attention right
gonna let you take our attention right
gonna let you take our attention right we’re going to ignore you
we’re going to ignore you
we’re going to ignore you whatever it takes what we’re doing
whatever it takes what we’re doing
whatever it takes what we’re doing instead is we’re consuming content but
instead is we’re consuming content but
instead is we’re consuming content but those content is not necessarily coming
those content is not necessarily coming
those content is not necessarily coming from these big places right so so we’re
from these big places right so so we’re
from these big places right so so we’re spending our attention looking at random
spending our attention looking at random
spending our attention looking at random Facebook videos that someone has made or
Facebook videos that someone has made or
Facebook videos that someone has made or these tweets or this or that or YouTube
these tweets or this or that or YouTube
these tweets or this or that or YouTube whatever it is all this new form of
whatever it is all this new form of
whatever it is all this new form of content that everyday people are making
content that everyday people are making
content that everyday people are making no longer are there big studio houses
no longer are there big studio houses
no longer are there big studio houses they’re no longer are those Brit
they’re no longer are those Brit
they’re no longer are those Brit production teams there this just guy and
production teams there this just guy and
production teams there this just guy and with a cellphone is making stuff up he’s
with a cellphone is making stuff up he’s
with a cellphone is making stuff up he’s posting his life she’s posting her
posting his life she’s posting her
posting his life she’s posting her videos and we’re lapping it up because
videos and we’re lapping it up because
videos and we’re lapping it up because we feel that’s much more engaging that’s
we feel that’s much more engaging that’s
we feel that’s much more engaging that’s something that we can relate to
something that we can relate to
something that we can relate to something that we can identify it right
something that we can identify it right
something that we can identify it right so these people as opposed to the macro
so these people as opposed to the macro
so these people as opposed to the macro content creators like your production
content creators like your production
content creators like your production offices or your TV studios like the big
offices or your TV studios like the big
offices or your TV studios like the big boys
boys
boys these people are smaller the micro
these people are smaller the micro
these people are smaller the micro content creators right so they’re they
content creators right so they’re they
content creators right so they’re they they don’t have much but they have your
they don’t have much but they have your
they don’t have much but they have your attention right and these are
attention right and these are
attention right and these are fascinating people have recently come
fascinating people have recently come
fascinating people have recently come into contact with them and you see the
into contact with them and you see the
into contact with them and you see the work in your news feeds and in your in
work in your news feeds and in your in
work in your news feeds and in your in your Facebook’s and in your in your
your Facebook’s and in your in your
your Facebook’s and in your in your everywhere around you right and they do
everywhere around you right and they do
everywhere around you right and they do amazing stuff right so let me let me
amazing stuff right so let me let me
amazing stuff right so let me let me give you an example right so there is a
give you an example right so there is a
give you an example right so there is a girl from Tata who writes poetry and her
girl from Tata who writes poetry and her
girl from Tata who writes poetry and her poetry is so good that it’s being
poetry is so good that it’s being
poetry is so good that it’s being featured on instagrams own account right
featured on instagrams own account right
featured on instagrams own account right there is a girl from Karachi who creates
there is a girl from Karachi who creates
there is a girl from Karachi who creates these artworks and there
these artworks and there
these artworks and there used in music videos for Coldplay and
used in music videos for Coldplay and
used in music videos for Coldplay and cover arts for international replaces
cover arts for international replaces
cover arts for international replaces right so there are these very
right so there are these very
right so there are these very interesting people omits us especially
interesting people omits us especially
interesting people omits us especially those in the younger demographic that
those in the younger demographic that
those in the younger demographic that are doing what they want and creating
are doing what they want and creating
are doing what they want and creating interesting content so there’s a very
interesting content so there’s a very
interesting content so there’s a very infamous rule we live in the age on the
infamous rule we live in the age on the
infamous rule we live in the age on the internet called the rule 34 I’m not
internet called the rule 34 I’m not
internet called the rule 34 I’m not gonna go into it you guys can google it
gonna go into it you guys can google it
gonna go into it you guys can google it later don’t Google right now they’ll
later don’t Google right now they’ll
later don’t Google right now they’ll kick me out but I’m going to propose
kick me out but I’m going to propose
kick me out but I’m going to propose another rule for you right so rule
another rule for you right so rule
another rule for you right so rule number 36 something that I coined very
number 36 something that I coined very
number 36 something that I coined very smartly is that whatever you can think
smartly is that whatever you can think
smartly is that whatever you can think of anything at all there will be someone
of anything at all there will be someone
of anything at all there will be someone on the internet who will be willing to
on the internet who will be willing to
on the internet who will be willing to listen to your voice who will be willing
listen to your voice who will be willing
listen to your voice who will be willing to listen to your opinion and consume
to listen to your opinion and consume
to listen to your opinion and consume your content it can be something as
your content it can be something as
your content it can be something as specific or as bizarre as for example
specific or as bizarre as for example
specific or as bizarre as for example there is a guy called professor shoelace
there is a guy called professor shoelace
there is a guy called professor shoelace he is the world’s most foremost
he is the world’s most foremost
he is the world’s most foremost authority on shoelaces who would have
authority on shoelaces who would have
authority on shoelaces who would have thought something as significant as a
thought something as significant as a
thought something as significant as a shoelace could have a blog and a social
shoelace could have a blog and a social
shoelace could have a blog and a social presence of millions of people right
presence of millions of people right
presence of millions of people right there is a woman in South Korea who
there is a woman in South Korea who
there is a woman in South Korea who makes millions of dollars and you know
makes millions of dollars and you know
makes millions of dollars and you know what she does she posts videos of
what she does she posts videos of
what she does she posts videos of herself eating food and not just not
herself eating food and not just not
herself eating food and not just not fancy food not restaurant reviews she
fancy food not restaurant reviews she
fancy food not restaurant reviews she sits in front of the camera and she eats
sits in front of the camera and she eats
sits in front of the camera and she eats a bowl of noodles and she rakes in
a bowl of noodles and she rakes in
a bowl of noodles and she rakes in viewers and people all people love to
viewers and people all people love to
viewers and people all people love to watch her right there is this lady from
watch her right there is this lady from
watch her right there is this lady from California who’s a certified
California who’s a certified
California who’s a certified dermatologist by the way you know proper
dermatologist by the way you know proper
dermatologist by the way you know proper medical practitioner but you know how
medical practitioner but you know how
medical practitioner but you know how she is making money and what had claimed
she is making money and what had claimed
she is making money and what had claimed to famous she’s called dr. pimple popper
to famous she’s called dr. pimple popper
to famous she’s called dr. pimple popper her job is that she’s going to bench
her job is that she’s going to bench
her job is that she’s going to bench when she gets someone with a pimple or a
when she gets someone with a pimple or a
when she gets someone with a pimple or a black head when she extracts it when she
black head when she extracts it when she
black head when she extracts it when she removes it she posted a video online
removes it she posted a video online
removes it she posted a video online bizarres gets these millions of views
bizarres gets these millions of views
bizarres gets these millions of views right so no matter how weird you think
right so no matter how weird you think
right so no matter how weird you think something is there is an internet
something is there is an internet
something is there is an internet community that is willing to talk to you
community that is willing to talk to you
community that is willing to talk to you that it was willing to consumer content
that it was willing to consumer content
that it was willing to consumer content willing to share it right so we need to
willing to share it right so we need to
willing to share it right so we need to you know my message is that in this day
you know my message is that in this day
you know my message is that in this day and age we
and age we
and age we I used to have these great biopics right
I used to have these great biopics right
I used to have these great biopics right so gandhi muhammad ali jinnah all these
so gandhi muhammad ali jinnah all these
so gandhi muhammad ali jinnah all these people did it great things and somebody
people did it great things and somebody
people did it great things and somebody went ahead and made this great movie
went ahead and made this great movie
went ahead and made this great movie about them wrote this great book about
about them wrote this great book about
about them wrote this great book about them but then this day and age V are the
them but then this day and age V are the
them but then this day and age V are the authors of our own biographies right so
authors of our own biographies right so
authors of our own biographies right so we have to create our own biopics and
we have to create our own biopics and
we have to create our own biopics and and they’re real time and they’re
and they’re real time and they’re
and they’re real time and they’re segmented it’s not it’s not going to be
segmented it’s not it’s not going to be
segmented it’s not it’s not going to be a one great book it’s going to be
a one great book it’s going to be
a one great book it’s going to be chapters that will come out post by post
chapters that will come out post by post
chapters that will come out post by post it’s going to be videos that will come
it’s going to be videos that will come
it’s going to be videos that will come out post by post and together when
out post by post and together when
out post by post and together when someone looks at them in retrospect when
someone looks at them in retrospect when
someone looks at them in retrospect when you become an internet celebrity you’ll
you become an internet celebrity you’ll
you become an internet celebrity you’ll be will say you know what they had the
be will say you know what they had the
be will say you know what they had the right idea super observed topic they had
right idea super observed topic they had
right idea super observed topic they had the right idea right all you need and
the right idea right all you need and
the right idea right all you need and the excuse that I give myself and I hear
the excuse that I give myself and I hear
the excuse that I give myself and I hear from every oh we don’t we don’t have
from every oh we don’t we don’t have
from every oh we don’t we don’t have time for that we don’t have fancy
time for that we don’t have fancy
time for that we don’t have fancy production studio we didn’t do that
production studio we didn’t do that
production studio we didn’t do that because all you need is a smartphone and
because all you need is a smartphone and
because all you need is a smartphone and anybody who’s watching this video I’m
anybody who’s watching this video I’m
anybody who’s watching this video I’m assuming you guys have a smartphone all
assuming you guys have a smartphone all
assuming you guys have a smartphone all this audience also has a smartphone and
this audience also has a smartphone and
this audience also has a smartphone and your own mind you can you can create
your own mind you can you can create
your own mind you can you can create content around it right so what I’m
content around it right so what I’m
content around it right so what I’m going to do is I’m going to give you
going to do is I’m going to give you
going to do is I’m going to give you some concrete steps so that you can
some concrete steps so that you can
some concrete steps so that you can encourage yourself and those around you
encourage yourself and those around you
encourage yourself and those around you to become these content creators right
to become these content creators right
to become these content creators right because as I just so rightly pointed out
because as I just so rightly pointed out
because as I just so rightly pointed out that advertising in the world of
that advertising in the world of
that advertising in the world of branding is no longer relevant
branding is no longer relevant
branding is no longer relevant so all this brand money is going to flow
so all this brand money is going to flow
so all this brand money is going to flow into these content creators these
into these content creators these
into these content creators these everyday people that are taking up their
everyday people that are taking up their
everyday people that are taking up their passion no matter how sick it is if
passion no matter how sick it is if
passion no matter how sick it is if you’re passionate about education talk
you’re passionate about education talk
you’re passionate about education talk about it create videos about it you know
about it create videos about it you know
about it create videos about it you know post something about if you’re
post something about if you’re
post something about if you’re passionate about sports if you’re
passionate about sports if you’re
passionate about sports if you’re passionate about filmmaking passionate
passionate about filmmaking passionate
passionate about filmmaking passionate if you’re a poet if you’re a musician if
if you’re a poet if you’re a musician if
if you’re a poet if you’re a musician if you’re an illustrator if you’re a makeup
you’re an illustrator if you’re a makeup
you’re an illustrator if you’re a makeup artist whatever you are start letting
artist whatever you are start letting
artist whatever you are start letting the world know because you have that
the world know because you have that
the world know because you have that technology that you can create that sort
technology that you can create that sort
technology that you can create that sort of content and trust me in they will
of content and trust me in they will
of content and trust me in they will after a little bit of time you will
after a little bit of time you will
after a little bit of time you will begin to develop an audience right so
begin to develop an audience right so
begin to develop an audience right so this is why it’s very necessary that if
this is why it’s very necessary that if
this is why it’s very necessary that if you want to create become a content
you want to create become a content
you want to create become a content creator you should do it on something
creator you should do it on something
creator you should do it on something passionate about as the curator showed
passionate about as the curator showed
passionate about as the curator showed you in the beginning of the presentation
you in the beginning of the presentation
you in the beginning of the presentation for any venture that comes a dip right
for any venture that comes a dip right
for any venture that comes a dip right so you will think you know what I love
so you will think you know what I love
so you will think you know what I love books I’m going to talk about books and
books I’m going to talk about books and
books I’m going to talk about books and you know everything about them and I’m
you know everything about them and I’m
you know everything about them and I’m gonna pay create a little Instagram page
gonna pay create a little Instagram page
gonna pay create a little Instagram page a little Facebook profile and I’m going
a little Facebook profile and I’m going
a little Facebook profile and I’m going to talk about them every two days there
to talk about them every two days there
to talk about them every two days there will be a time where you will see er
will be a time where you will see er
will be a time where you will see er it’s been seven months I’m not getting
it’s been seven months I’m not getting
it’s been seven months I’m not getting the likes I wanted now what should I
the likes I wanted now what should I
the likes I wanted now what should I quit try something new but if you truly
quit try something new but if you truly
quit try something new but if you truly pick your passion then you will not be
pick your passion then you will not be
pick your passion then you will not be willing to give up because it’s fun for
willing to give up because it’s fun for
willing to give up because it’s fun for you right so you need to dis find your
you right so you need to dis find your
you right so you need to dis find your passion and distill your passion and
passion and distill your passion and
passion and distill your passion and then you need to create a narrative
then you need to create a narrative
then you need to create a narrative around it so for this presentation also
around it so for this presentation also
around it so for this presentation also I came and I told you my context why am
I came and I told you my context why am
I came and I told you my context why am i relevant to you why you should be
i relevant to you why you should be
i relevant to you why you should be listening to my story
listening to my story
listening to my story so here again whatever it is think of
so here again whatever it is think of
so here again whatever it is think of what your profile will be called what’s
what your profile will be called what’s
what your profile will be called what’s your backstory
your backstory
your backstory what’s your origin story how are you
what’s your origin story how are you
what’s your origin story how are you going to package it why should we care
going to package it why should we care
going to package it why should we care about the stuff you’re making are you
about the stuff you’re making are you
about the stuff you’re making are you that interested in shoelaces do you
that interested in shoelaces do you
that interested in shoelaces do you think they can change the world whatever
think they can change the world whatever
think they can change the world whatever it is you need to create an entire story
it is you need to create an entire story
it is you need to create an entire story around it create an entire narrative
around it create an entire narrative
around it create an entire narrative around it so that it benefits you in the
around it so that it benefits you in the
around it so that it benefits you in the in the long run right and in the in this
in the long run right and in the in this
in the long run right and in the in this age of social media we need to be able
age of social media we need to be able
age of social media we need to be able to build meaningful relationships with
to build meaningful relationships with
to build meaningful relationships with these people who are consuming our
these people who are consuming our
these people who are consuming our content so whatever you’re passionate
content so whatever you’re passionate
content so whatever you’re passionate about there is some someone who’s
about there is some someone who’s
about there is some someone who’s looking at your content is also
looking at your content is also
looking at your content is also passionate about it so you need to make
passionate about it so you need to make
passionate about it so you need to make it a point to spend time from your day
it a point to spend time from your day
it a point to spend time from your day spend time from your attention to
spend time from your attention to
spend time from your attention to actually talk to them in an intelligible
actually talk to them in an intelligible
actually talk to them in an intelligible way didn’t just go to someone’s profile
way didn’t just go to someone’s profile
way didn’t just go to someone’s profile and say hey love it beautiful okay
and say hey love it beautiful okay
and say hey love it beautiful okay smiley face no talk about the content
smiley face no talk about the content
smiley face no talk about the content what do you find interesting in rapport
what do you find interesting in rapport
what do you find interesting in rapport you disagree with what you don’t
you disagree with what you don’t
you disagree with what you don’t disagree with and build these little
disagree with and build these little
disagree with and build these little communities right build these
communities right build these
communities right build these relationships so that you have a tribe
relationships so that you have a tribe
relationships so that you have a tribe of your own and eventually and this is
of your own and eventually and this is
of your own and eventually and this is from a marketeers point of view this is
from a marketeers point of view this is
from a marketeers point of view this is the most important part you need to
the most important part you need to
the most important part you need to monetize it so you are doing this for
monetize it so you are doing this for
monetize it so you are doing this for your passion but trust me this can be
your passion but trust me this can be
your passion but trust me this can be your bread and butter I know these
your bread and butter I know these
your bread and butter I know these people that I myself am paying to be a
people that I myself am paying to be a
people that I myself am paying to be a part of their messaging rights own
part of their messaging rights own
part of their messaging rights own brands will soon be willing to pay by
brands will soon be willing to pay by
brands will soon be willing to pay by the boatload
the boatload
the boatload to get into your part of your story so
to get into your part of your story so
to get into your part of your story so you need to keep that frame in mind that
you need to keep that frame in mind that
you need to keep that frame in mind that eventually I don’t want to be a sellout
eventually I don’t want to be a sellout
eventually I don’t want to be a sellout but eventually you know what if I’m
but eventually you know what if I’m
but eventually you know what if I’m talking about shoelaces
talking about shoelaces
talking about shoelaces there will be a time when Nike will come
there will be a time when Nike will come
there will be a time when Nike will come and say you know what we want you to
and say you know what we want you to
and say you know what we want you to feature us so I should be ready for that
feature us so I should be ready for that
feature us so I should be ready for that day and I should create an opportunity
day and I should create an opportunity
day and I should create an opportunity for that day so that I can capitalize on
for that day so that I can capitalize on
for that day so that I can capitalize on it why not because I want to make money
it why not because I want to make money
it why not because I want to make money because I want to be commissioned so
because I want to be commissioned so
because I want to be commissioned so that I can continue pursuing my passion
that I can continue pursuing my passion
that I can continue pursuing my passion right so the whole point of this entire
right so the whole point of this entire
right so the whole point of this entire exercise is to a convince you that you
exercise is to a convince you that you
exercise is to a convince you that you can by virtue of your mind and your
can by virtue of your mind and your
can by virtue of your mind and your smartphone create your own following and
smartphone create your own following and
smartphone create your own following and eventually it will be your bread and
eventually it will be your bread and
eventually it will be your bread and butter but most importantly it’s not
butter but most importantly it’s not
butter but most importantly it’s not just that you will earn money you will
just that you will earn money you will
just that you will earn money you will be able to live life on your own terms
be able to live life on your own terms
be able to live life on your own terms you will be able to talk about you will
you will be able to talk about you will
you will be able to talk about you will be able to pursue something that you
be able to pursue something that you
be able to pursue something that you care deeply about right so this is the
care deeply about right so this is the
care deeply about right so this is the crux of our message I understand that
crux of our message I understand that
crux of our message I understand that this puts me in a tough spot I am an
this puts me in a tough spot I am an
this puts me in a tough spot I am an advertiser afterall I make the same ads
advertiser afterall I make the same ads
advertiser afterall I make the same ads I employ directors I talk to brands and
I employ directors I talk to brands and
I employ directors I talk to brands and I make those same ads that you so
I make those same ads that you so
I make those same ads that you so conveniently ignore even I ignore them I
conveniently ignore even I ignore them I
conveniently ignore even I ignore them I haven’t had a TV in my ears for three in
haven’t had a TV in my ears for three in
haven’t had a TV in my ears for three in my house for three years right so this
my house for three years right so this
my house for three years right so this puts me in a very tough spot I need to
puts me in a very tough spot I need to
puts me in a very tough spot I need to quickly evolve as well so that I am able
quickly evolve as well so that I am able
quickly evolve as well so that I am able to work with these new age content
to work with these new age content
to work with these new age content creators but still I throw the challenge
creators but still I throw the challenge
creators but still I throw the challenge out to all of you and to those that will
out to all of you and to those that will
out to all of you and to those that will watch this video put me out of business
watch this video put me out of business
watch this video put me out of business let the world know that the traditional
let the world know that the traditional
let the world know that the traditional stuff way the brands are forced in your
stuff way the brands are forced in your
stuff way the brands are forced in your face is not going to cut it any more
face is not going to cut it any more
face is not going to cut it any more right be a competition to ad agencies be
right be a competition to ad agencies be
right be a competition to ad agencies be a competition to brands become brands in
a competition to brands become brands in
a competition to brands become brands in yourself and maybe we can meet a net
yourself and maybe we can meet a net
yourself and maybe we can meet a net again on another stage thank you so much
”
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