Two weeks ago, Gary Vaynerchuk was the main keynote at NAHREP at L’ATTITUDE event in San Diego. I thought his presentation was great. One of the things I appreciate about him is that he does not hedge his opinions. He is fully committed to them, and I consider him one of the best experts on business trends in the digital economy. Gary Vee says unequivocally that unless you are creating content on social media, your business is going to die. I believe this is a bit of an overstatement, but there is definitely some truth in it. The book Platform Revolution describes the emergence of platforms as a business model; Platforms are entities that facilitate engagement between customers and businesses but don’t necessarily provide any of the actual products or services.
A few years ago, Netflix was an efficient platform where movie studios could reach more customers. It famously displaced the Blockbuster video chain by providing more convenient and cost-effective service, however, it did not become the entertainment juggernaut that it is today until it started creating its own content. Vaynerchuk and others believe that all businesses need to start thinking this way, especially businesses that are in highly competitive markets. You might think that this means real estate brokers of the future need to own the homes they sell to consumers, the way home builders do. Zillow and other iBuyer companies seem to think so, however, Vaynerchuk would probably say that isn’t the only or even the best way to compete. Companies that possess IP such as high-quality video content that draws people to your business is the differentiator every successful business of the future will need. Essentially, every business needs to start thinking about themselves as a media company of sorts.
Most Content is Bad
Being a content creator is tougher than most people think. The pandemic forced everyone to communicate through platforms like Zoom, however within a few months, people started to say that everyone was “zoomed out” and tired of virtual events. The reason people felt this way was because most of the content being produced was crap. There are two types of video content: totally amazing, and complete crap. There is nothing in between. If your content isn’t amazing, it’s simply not good enough to retain an audience. If your IP isn’t going viral, your audience is telling you that your content isn’t good enough yet. Originality is key. Keep innovating until something breaks through, and don’t settle for good.
Creating Content should not be your business
Most content creators, even the good ones, are broke. This is because legitimate online influencers who are making a lot of money creating content are rare. No matter what anyone tells you, it’s almost impossible to make a good living simply by being an online personality. Your content should lead consumers to another product or service. If you’re just getting started, some of the biggest opportunities are in B2B businesses. While there are fewer customers, there are also fewer competitors. High-quality content being created by B2B companies is rare and the opportunity to stand out is greater.
A crisis is a terrible thing to waste. The pandemic has accelerated our transition to a fully digital economy. Like all trends, it won’t be stopped. You can fight it and die a slow death or you can find a way to leverage it to your advantage. Good Luck!
There is no shortage of data showing the impact Latinos are having on the U.S. economy, from GDP and entrepreneurship to workforce participation and homeownership. So why hasn’t that growth translated into the kind of economic and political power our numbers suggest it should? In this episode, I focus on two things we can actually control: building wealth and owning our narrative. Cultural influence matters, but ownership is what turns influence into lasting power. And if we want the next generation to inherit more than momentum, we need a strategy for converting our work ethic, growth, and economic contributions into the institutions and assets that shape this country.
The World Cup reminded the world just how magnetic Hispanic and Latino culture can be. In this episode, I talk about why that popularity is more than a cultural victory—it is an economic opportunity hiding in plain sight. From music, food, sports, and fashion to the global appeal of our biggest stars, our culture already has the power to shape markets and influence how people see us. The question now is whether our business and political leaders are ready to turn that momentum into capital, representation, and lasting power. This is a moment we cannot afford to waste.
The World Cup gave Hispanics and Latinos an extraordinary global stage, but the opportunity goes far beyond sports. In this episode, I look at how cultural influence can shape perception, attract investment, and ultimately create economic power. South Korea understood this decades ago and built a global strategy around making its culture impossible to ignore. Now, the world has seen the energy, pride, and creativity of our community on its biggest stage. The question is whether we recognize the value of that moment and build something lasting from it.