What's up podcast fam, epic episode for you guys today. Gary spoke at the ANA conference in Orlando in 2016.

Since today's daily V is from Gary's most recent trip to Orlando, we thought we'd bring back this fire keynote.

Get ready for an all-time marketing state of the union followed by questions and answers.

Morning.

I'm really excited to be here as somebody who has come from outside the industry over the last seven years,

I've become very fond of my contemporaries and the creative and strategic people in this industry and I've enjoyed it quite a bit.

My backstory is very immigrant. I was born in a Soviet union. I came to the US.

I lived in a studio apartment of fourth of the size of this stage with my family.

My dad got a job as a stockboy in a liquor store. We were super poor the first six, seven years of being here and eventually,

how many people are immigrants or children of immigrants? Raise your hand. Awesome.

So you guys, a lot of you know there's a really hardcore secret immigrants have. It's a tried and true strategy.

Don't spend money on dumb shit.

And that's what my parents did for the first five to ten years. We've saved and eventually my dad bought a small liquor store in Springfield, New Jersey.

This industry is so interesting to me. Besides the last political question, most of the questions that were asked of all these wonderfully smart people,

the part that I was most fascinated by as I watched that was, who gets to be the judge and jury?

Who gets to be the judge of quality? Who gets to be the judge and jury?

Has been the number one question that I've had since I've entered this industry because you see my story is simple.

When you go into a family business and you're a first generation immigrant and you have to work for two bucks an hour is a fourteen year old in a liquor store,

there's no can lie in a word that justifies your marketing strategy. There's no modeling mix.

There's no subjectivity. My KPI was to sell more peon on the wire. If my marketing worked, my family ate more and had more stuff.

So I come from the background where I disproportionately respect sales and marketing in very separate silos.

But I find myself in the last decade where a lot of people mix the two and debate the two and don't have as much vested interest as entrepreneurs and business to actually dissect the two.

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