Accountability when you have employees . The number one thing that I focus on and I think about for the people in here that want to grow is the inability to understand the biggest truth of when you own a business , which is if you have employees , you work for them , they don't work for you . This is a big deal .
Apple does not sell , Nike does not sell most of their product through Google adwords or affiliate marketing , they sell most of their products because they built brand . A lot of people here are incredibly focused on selling . So they like Google ad words because it converts better lower funnel conversion based marketing , right ?
More importantly , a lot of people learned by doing Vine , how to make short videos , which is now one of the most important ways to communicate in our society . The biggest thing that I'm trying to leave this conference with is getting everyone here dramatically more accountable to focus on attention , not where you want to make content but where your customer is . You may not like tiktok or youtube or Facebook or Instagram or Twitter , but if your customer's attention is there you not liking , it is only achieving one thing you losing out on more customers .
Selling is important . That's how a business grooms . But when you are building brand , when people care about you or your business , that is the ultimate form of selling , there is no affiliate , there's no portal , there's no Google ads that are more powerful than building a brand .
This is an incredibly important framework and it's a very big issue in today's world because most people are not producing enough content to enough places . A lot of people here are incredibly focused on selling . So they like Google ad words because it converts better lower funnel conversion based marketing , right ?
