Hey everyone, welcome back to the GaryVee Audio Experience once again.

Today is the full version of the keynote that Gary gave in Abu Dhabi recently.

Yesterday we posted the keynote in five and today we're posting the full thing.

We hope you get a ton of value out of this.

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Enjoy.

This is the GaryVee Audio Experience.

Lots to talk about, very excited about getting into the Q&A and really answering a lot of the questions in this audience.

But I will frame up my conversation in the macro and the micro of what I see is the opportunity for most people in this room.

When I say macro, micro, what I'm referring to is you've had the luxury to hear Ryan speak and I didn't get the luxury of catching the talk.

But watching him build his brand over the last half decade and interacting with him quite a bit in New York.

If he was talking about building personal brand, that's obviously incredibly important.

But clearly he had a very different path in the majority of this room because 99.9% of this room is not going to end up on a hit television show at the height of cable consumption for a decade to get that level of awareness.

The majority of you would have to go down the path that I've gone through over the last 15 years, which is creating your own creative and content and using the free distribution of social media.

I'm going to go into that a little bit because the most interesting part for me being in social media creative for the last 17 years is how much it's changed in the last 24 months and what that means for everyone here to give you the cliff notes and the preview.

For 2006 to 2009, there was an incredible land grab of attention with early Facebook and Twitter that I and others took advantage of.

That got harder as the world started to figure it out. Over the last 24 months, over the last 36 months, the tick-tock of occasion of every social media platform has changed everything.

There are literally people in this room who've never produced content for social media that can next week make a single video and start a completely different path of growth in their career.

And that's pretty remarkable that hasn't been the case for the last 10 plus years.

And that's something every single person in this room needs to take very seriously. But we'll go to that in a minute.

That to me is the micro. The micro is how do you make content like what kind of content which platforms should you be producing for what content works on which platform.

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