If you haven’t had the pleasure of listening to the audio version of Gray Vaynerchuk’s Crush It!, do yourself a favor. As Gary admits, during one of his many ad libs, he dictated the book to a ghost writer anyway, so this is actually the format it was meant to be heard in. Scrap that, you need the video-cast, to get the full “gary vee” experience (like his awesome Wine Library TV video blog).
For those not familiar, Gary is another of the social media celebrities, who helped grow his family’s wine business from $4M to $60M in 5 years, who has a ridiculous number of followers on twitter and fans on facebook. He brought passion and a raw approachability to demystifying the enjoyment of wine, which the industry sorely needed.
If you need to get pumped up about whatever it is you are passionate about doing, the audio version of this book could get just about anybody excited. The passion and excitement in his voice is palpable and infectious. And for most of us, finding time to listen in the car or working out is a lot easier than finding time to read.
Now this takes us to the crux of the problem – finding the time.
Unlike Ferriss’ 4 Hour Work Week, Gary is not suggesting creating a “muse” that will earn big dollars for you with minimum time investment, so you can life the life of your dreams now. He’s actually suggesting a LOT of hard work. Your priorities are family, health and then your passion. Kiss the wife and kids good night and get to work 9pm-2am. Every night. Repeat. Don’t worry about the stats, if you’re the best in your narrowly-defined field (finding a niche small enough that you can be best in the world at it is key), and passionate about it, the rabid fans will come and stay, and, over time, you’ll be able to monetize your passion, and give up your day job. We’re not talking crazy wealth here, just $50-100K which is good enough for a decent life, and at least your spending your waking hours doing something you give a damn about.
The book has a decent amount of tactical advice on how to do all of this, from getting a URL to setting up a blog site, to creating great content. Where all the work comes is in engaging with the audience. This is of course where most of us fall down. We get obsessed with the content and forget about building the community. They won’t appear all by themselves, you have to make them want to come, again and again. If you want to understand the degree of this dedication, he still answers every tweet or email, despite the staggering volume he receives.. I tried this and its true. Less than 24 hours after tweeting props about the audiobook, he @ replied back with a thank you. Amazing.
After hearing the book, I was naturally pumped to try this out. And that’s when it dawns on you. You have got to want this more than anything else to make it happen. You need the chutzpah and the hustle to self-promote. Endlessly. I can handle a few late nights in a row, but then I run out of gas. And I love spending time with my family. And I have an awesome day job. So now, I want to combine Seth’s Linchpin with Gary’s Crush It! and make this happen on my day job. Because that’s near and present. And that way it doesn’t have to be 9pm-2am every night.