This is the Gary V. Audio Experience.

Hello and welcome. My name is Michael Gowartsman. I'm the Global Vice President of Programming

here at Advertising Week and I'd like to thank our virtual audience for joining us today.

I'm really excited about this session. It's something we do every year. It's a conversation

that we call the head of the curve and it's exactly that. We identify someone who, throughout

the course of their career, has been consistently ahead of the curve. I really can't think of

anyone better to have this conversation with Gary V. So Gary V. Anertra, thank you so

much for joining us. They really, really appreciate it. I'm humble, denonored. Thanks for

having me. Of course, of course. So let's go all the way back. You got your start actually

stocking shelves at your parents' liquor store and in 96 you rebranded, renamed it and

you launched one of the first and certainly one of the most successful e-commerce liquor

stores in the country at the time is really early in the.com and above all in Goom.

But it worked out for you. So back then, whenever when we was doing it and you stood out,

what's the biggest takeaway you had from then and what's the lesson that really sticks

out even today from back then? That became the first grown-up example of my intuition

of what people were going to do even though smarter, older, wealthier, more accomplished

people told me that they weren't. That was the first example if I'm recapping it that

I could point to that said in a big boy version, I was right. The incumbents were not.

And the reason to say big boy, prior to that, I had been doing a lot of things from age

11 to 21 in sports cards, comic books, collectible toys and I made a lot of decisions during that

10-year window that were counter-cultural to what people thought. I sold my entire baseball

card collection six months before the market crashed and put it into comics and collectible

...