In this keynote from Expo West, I share my current strategy for conquering the evolving media landscape, which has shifted from "social media" to "interest media" where content finds its audience. I explain why CPG brands must view themselves as media companies and aggressively invest in organic content creation across multiple platforms, dedicating at least 20% of their marketing budget to organic social production.

 You’ll learn about:

• Why I'm Tired of Brands Ignoring Organic Social
• The Secret Connection Between YouTube Shorts and Gemini LLM
• AI is the New Internet: Why You're Not Too Late
• My 20% Rule for Organic Social Production (Even for Small Brands)
• How to Become a Media Company That Sells a Product
• Why Efficiency (Not Hustle) is the Key to Finding More Time
• The Danger of Compromising Culture and Ingredients

I reveal the crucial role of YouTube Shorts in feeding the Gemini Large Language Model (LLM) to help your products show up in search results. Plus, I tackle the panic around Artificial Intelligence (AI), confirming that you are not behind and providing immediate steps to start leveraging these powerful tools to become more efficient and win the future.