The fact that most people on earth can make a significant piece of content if they're capable and reap the rewards of it without amassing an audience for free is remarkable.

Yeah. Every piece of content now is an individually judged piece of content on the merit of its creative

and what it brings the audience and that allows people to quote unquote go viral or get incredible amounts of reach with no cost associated

with it rendering us being in the first time in history where the creative is the variable

to reach.

Attention is the number one asset.

When the battle for consumer attention is fierce and ever changing, understanding how to effectively

capture and leverage this attention is crucial.

Today we're joined by Gary Vanenerchuck, serial entrepreneur, chairman of

Vener X, CEO of Vener Media, and author of his new book, his seventh, called Day Trading

Attention. And we're going to talk about the evolution of attention and marketing the power of storytelling and the future of digital advertising so just a few things there

So Gary welcome to the show. Thanks for having me.

Yeah, so let's get started by talking about your new book,

Day Trading Attention, you know, what drove you to write it?

What were some of the gaps that you were seeing in how brands are approaching things and you know what was kind of the the impetus for creating it?

You know it's a great question. I wrote a book 10 years ago called jab jab jab, Jab, Right Hook.

And to this day, I get three to five emails a day

from people saying, man, thank you so much for this book.

It's really helping my social media content.

And I'm like, man, like awesome in the macro principles, but boy has a lot changed.

Right, right.

And so between that and the post-Covid energy from the CMO set in Fortune 5,000 land has really inspired me because what I realized during COVID was I mean I had hundreds of 15 minute to two hour

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