How Understanding Business Models Can Protect You From Getting Hustled
Hustle Culture's Prophet Gary Vee On Random Content And Posting Everything
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How Understanding Business Models Can Protect You From Getting Hustled
Hustle Culture’s Prophet Gary Vee On Random Content And Posting Everything
If You Understand How People Make Their Money, It Becomes Easier to Tell When You’re Being Conned.
Let’s take Hustle Culture’s Prophet, Gary Vee, as an Example.
For Years, he has been Saying the Same Thing...
Post Everywhere...
Post All the Time...
Post More...
Keep Posting...
If You Post More, Everywhere, All the Time, You’ll Win.
If You’re Not Posting Right Now, You’re Failing.
Look at My Success!
That is How I Do Everything!
And to Top Off Everything, I received a Video from a Friend that is Adding to this Posting Frenzy from Gary Vee...
Post Random Content Too!
If Posting All the Time Was Not Working for You Before...
The New Thing to Do is to Also Add Random Content...
Random Content that is Still “Authentic”...
Having Nothing to Do with Your Current Content...
While Still Posting the Same Amount of Your Current Content...
If You Post Random Content, and Something Catches in a Different Audience...
Some Portion of that will See what You Actually Do and Will Follow You...
Maybe they will Even have a Stronger Connection to You because of that Random Post!
Just Look at Me and how People have Connected to Me because of My Love of the Jets Football Team!
That is at least the Summary of a long Social Media Post he Created.
What Happens Though?
People See Gary Vee’s Success...
Believe that if they Immulate Him, then they Will have the Same Success...
A Psychological Bias known as Prestige Bias...
And the Result?
People are Posting More Often...
But Getting Fewer Results...
In Fact...
People are Running Themselves to the Bone Trying to Keep Up with Marketing...
Always Hearing that what they are Doing “Is Not Enough”.
And Vee’s Response to It...
Post More!
But What is Going On Here Really?
Why is it that So Few People or Organizations have Great Success with Social Media...
Despite Increasing the Amount of Posting?
Well, this is Where a New Perspective becomes Helpful.
Let’s Ask this Question...
How Does Gary Vee Make Money?
What is the Business Model that He Runs On?
Well...
If You Look into Him Closely...
You’ll See Two Key Things...
One...
He is an Investor in Many Social Media Companies.
Two...
He Owns a Social Media Advertising Business.
So the Simple Question Becomes...
How Does He Make Money?
When People Dedicate Their Entire Lives to Posting on Social Media with the Simple Hope of “Making It”...
Social Media Companies Gain a Higher Valuation because they have a “Stronger User Base” and “More Eyes” to See Advertisements on the Platforms.
The Result?
Gary Vee Gains a Higher Net Worth the More Often You’re on Social Media.
So, He’s Incentivized to “Convince” You that Social Media is the Way to Win.
But We can Go Further...
How Do Social Media Marketing Firms Make Money?
By Signing Up More Clients.
Why Would Clients Sign Up?
They “Believe” that They Need to Be Successful on Social Media to Win...
They “Believe” that They Need to Do an Obnoxious Amount of Posting to Succeed at Social Media...
But They “Believe” that They are Not Getting the Results they “Should” from All of their Work...
So They “Believe” They Need Professional Help to Accomplish the Results they “Should” be Getting...
And Who Is the Best Candidate because They “See” Them More Frequently...
Another Bias known as the Illusion of Frequency...
Oh.
Gary Vee.
So, Not Only is He Incentivized to Convince You that You Need to be on Social Media “All” the Time so that his Investments Continue to Grow...
But He Needs to Also Convince You that “You” Cannot Post Everything On You Own, and So Need His Help to Win.
Can You See the Issue Here?
As Long as You “Believe” Gary Vee...
You “Need” Gary Vee to Win...
And He’s Incentivized to Get You to “Believe” Him...
Regardless of Whether the Tactics Work for You...
Or if they Really Work in Reality.
You can Further See This in the Video where he Talks about “How” Random Content will “Win”...
His Example Uses these Numbers...
Say You Post a Lot of Random Content and “One” Goes Viral...
It Gets 3 Million Views...
And 9 of those 3 Million begin to Follow Your “Actual” Work.
So Wait a Second Here...
He’s Expecting Your Return on Getting 3 Million Views...
To Be 9 People Interested in Your Work?
That is a 0.000003% Return on “Views”...
Which May Not Even Be Sales!
That May “Only” Be Follows!
It Also Says “Nothing” about the “Quality” of these 9 Individuals...
What if They All Cannot Afford Your Products or Services?
Or what if They are in a Location that You Cannot Service?
Not to Mention that You Need the Post to Go “Viral” First...
Which Most People Struggle to Accomplish...
And May Actually “Not” Occur because if You’re Not Getting Consistent Likes/Follows/Comments/Views on Your Posts...
Social Media “Purposefully” Limits How Many People See Your Content...
Meaning that You May Not Even have the “Ability” to Go Viral!
Especially if You’ve Been “Constantly” Posting Without Results!
So, Who Really Wins in this Situation?
Do You Win by Taking Gary Vee’s Advice?
Or Does Gary Vee Win by You Believing that His Ideas Work?
This is One of the Problems of Hustle Culture and it’s Many False Prophets...
They Win When You “Believe” that Their Solution is How Winning Works...
Even When the People Who are Prophesying to You are Faking It to Make It.
Which also Begs Another Question...
Why is Gary Vee Only Now Talking about Random Content?
And Importantly...
“Authentic Random Content” as he Puts It.
Why has He Not been Talking About this Before Now?
It’s Simple Really...
AI.
With the Gigantic Push for AI Usage, and Nearly Everyone on Social Media (But Not Me!) Using it to Generate Absurd Amounts of Content in a Matter of Moments...
What Does that Do to Gary Vee’s Business Model?
Well, his Investments will be Fine...
But Not his Business.
Why?
Because if You can Generate a Lot of Content “Without” Help because AI can Do It...
What Do You Need Gary Vee’s Services For?
You Do Not...
Unless...
Suddenly, He is Incentivized to Convince You that it is “Not” Just about Quantity...
But Also “Real Authentic Connection”, which AI Cannot Accomplish...
However, it is Not Enough to “Say” that because “Everyone” in Marketing has Been Saying that for Years...
That Does Not Work based on Category Design Economics...
So He Needs to Create Something “New” to Become the Category King of to Stay Relevant and Keep His Business Going...
Enter...
“Random Content” that Creates “Real Authentic Connection”...
But Still Needs “His” Services to Accomplish Effectively in an AI-Slop-Dominated Oversaturation of the Content World.
When You Begin to Understand Business Models...
And How People Make their Money...
You can Begin to See When You Are Being Hustled by Others.
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The Next Question Becomes…
How Do We See This More Often?
How Can We Determine it Better so that We are Not Hustled Ourselves?
Well, Let me Talk to You about “My” Business as an Example within this Newsletter.
How Do I Make Money?
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That Simple.
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Let’s Dive In…
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