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GaryVee: Well first I think it has to go through a social discourse hurdle, so I think we're in the era now where we're demonizing social media. I mean, there isn't a parent in America that isn't thinking about social media from a lens of negativity, so I think first, socials are going to have to go through a rebrand and I think it's going to face an uphill battle. I think the lack of accountability in parenting is going to be a big challenge for social media. VUE: Yea, it's easy to blame social media for the lack of parenting. GaryVee: Correct. And I think the political realities in our country, also in the world, are a challenge, so I think first, socials are going to be bumpy for the industry because of the judgment of society. Second, I think there's going to be a lot of opportunity for social to really evolve, as it always does. You kind of see it evolving every 2,3,5 years because it's the nature of the beast. All it's trading on is consumers' attention and so, as a medium, unlike television, where it was a set function and you knew what a television or magazine was and then what was changing was inside, so the content was changing. "M*A*S*H" was different than "Seinfeld" was different than "e Flintstones" was different from "Rugrats" and "Beavis and Butthead," but the medium stayed the same. Whereas, social you've got 7 or 8 apps that dominate; they're all slightly different but every minute one of them can create a new feature or structure, or a new one can come along. I think that's pretty dynamic and so my trends are, people have to get better at it. It's why I wrote the new book. I think we're in a 301 course instead of a 101 course. What was good enough in 2015 to break out is not good enough in 2024 and I think people are becoming more scientific, and skillset and strategy matter more than ever to break out within the apps and then in a macro, I wake up everyday thinking something new is gonna pop up. VUE: Before we get to your book, do you have any advice for new content creators building their brand in such a saturated industry? GaryVee: at they have no fucking choice. People are like, "oh Gary, it's so saturated now." I'm like, "Okay, what are you gonna do? Go cry in a corner?" So, I think this is the era of smarter, you've just got to be more creative, more strategic, and I sense that. VUE: Your new book, "Day Trading Attention," this is a follow up to another book that you wrote. Let's talk a little bit about the book, what's inside, and where the inspiration came from. GaryVee: I wrote a book 10 years ago called "Jab, Jab, Jab, Right Hook" and it was a book detailing how to do social media at the time and I was still getting emails as of six months ago from people being like, "I just read 'Jab, Jab, Jab, Right Hook.' ank you so much, it's awesome, it helped me so much. I'm growing 5,000 followers a month," and I'm like, "Jesus Christ. I wrote that 10 years ago; more than 80% of that book needs a real update," so I felt compelled. is book was originally called "Jab, Jab, Jab, Le Hook," but as I got into it, I realized it was more of a macro thesis of what I do, which is day trading attention, and really, it's a book that outlines the state of the union of social media, what you need to be doing with creative to break through, best practices per platform, tons of examples of creative so that you can learn, scenarios in the back; I'm pretty proud of it. VUE: I'm eager to read it. I've read a few of your books and I'm a big reader in general when it comes to anything that can further my education on this stuff, so this is set to be a good one. GaryVee: Yea, I think I wrote it in a way that would really crush for people that have advanced skills. So again, if I'm using a college curriculum, this is the textbook for the 301 course, not the 101. But what has been my skill, even when I started in wine content and in business content is, I definitely have an average Joe way of talking that allows people to understand, so what I was excited about, I'm getting equal accolades from people that have done social media marketing at the highest levels for the last five years, and I'm getting accolades from people who are two weeks in to trying to become a famous florist, know nothing, and I think it's because I went there from a knowledge standpoint, but I still communicated it in a way that was understandable. VUE: When you look back at your career, when people look back at your career, what do you hope that they're going to say about you and how you've impacted the world and the industry? GaryVee: From a macro, people that didn't really know me, I'd like to think that they felt that I gave more than I took. I'm a big contributor to information for free, but I'm also comfortable selling things like wine, books, things of that nature. And then for the people who really know me, I want them to view me as somebody who was a good dude, you know? I think a lot about my funeral and the curiosity of how many people decide to show up to it, and I'd like to live a life that compels people to go out of their way on a normal Tuesday and schlep over to wherever the hell I'm going to get buried, and I think about that a lot, actually. at's what I think about. VUENJ.COM 73

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