The 60/20/20 System To Build & Scale Multiple Businesses
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this insightful group consultation session, Gary Vaynerchuk provides strategic guidance to six ambitious entrepreneurs across diverse industries. The session features intimate discussions with business owners ranging from a Dubai-based salon entrepreneur to a Colorado auto dealer, each seeking to scale their operations through modern marketing strategies. (05:00) Gary's core message centers on the critical importance of building personal brands through strategic content creation, particularly emphasizing TikTok and LinkedIn as the primary platforms for organic growth.
- Main themes include the power of personal branding over traditional advertising, the strategic deployment of content across multiple platforms, and the importance of patience in building authentic audience relationships before attempting monetization.
Speakers
Gary Vaynerchuk
Gary Vaynerchuk is a serial entrepreneur, CEO of VaynerMedia, and chairman of VaynerX. He built his family's wine business from $3M to $60M and has authored five New York Times bestselling books. Gary is also an active angel investor and advisor to Fortune 500 companies, known for his expertise in digital marketing and personal branding strategies.
Key Takeaways
Focus on Two Primary Platforms: TikTok and LinkedIn
Gary emphasizes that TikTok and LinkedIn are currently the only platforms providing significant organic reach without requiring established audiences. (32:42) Unlike other social media platforms where content from new accounts gets minimal visibility, these two platforms can give first-time posters thousands of views. For business professionals, LinkedIn acts like "the B2B version of TikTok," while TikTok offers unprecedented free organic reach where content can go viral regardless of follower count.
Build Personal Brand Before Monetization
The most critical mistake entrepreneurs make is trying to monetize their personal brand too early. (43:39) Gary advises putting out valuable content daily for at least one year without any transactional asks - no event tickets, book sales, or service promotions. This approach builds genuine community and trust, leading to organic business inquiries rather than forced sales attempts that push audiences away.
Integrate Media Creation with Media Buying
Gary reveals that separating creative content creation from media buying is a fundamental business error. (28:36) When agencies handle paid advertising while internal teams create content, businesses lose significant efficiency and ROI. The most successful approach involves having media buying and creative development working in perfect alignment, as this integration can transform a $230 cost-per-lead into an $86 cost-per-lead through strategic synergy.
Use the 60-20-20 Strategy for Multiple Business Lines
For entrepreneurs managing multiple business ventures, Gary recommends the 60-20-20 approach. (13:33) Sixty percent of energy focuses on overall brand building that benefits all ventures, while twenty percent dedicates to each individual business's specific needs. This prevents entrepreneurs from neglecting one business while ensuring consistent brand development across all ventures.
Create Cartoon Characters for Business Personas
Gary strongly advocates for developing cartoon versions of business personas or mascots. (20:45) Using the example of an auto dealer's alter ego "Chuck Cheatham," he explains that cartoon characters provide unlimited scalability - they can appear everywhere simultaneously, create memorable brand recognition, and eliminate personal limitations while building business equity that extends beyond individual owners.
Statistics & Facts
- Gary mentions that VaynerMedia has approximately 1,200-1,500 employees, with some team members like Kate having 5.5 years of tenure. (17:58) This statistic demonstrates the scale of his operations and the stability of his workforce.
- One participant's salon business generated $20,000 in just a few days during their initial e-commerce product launch testing phase. (03:35) This showcases the potential for rapid revenue generation in the beauty industry's direct-to-consumer market.
- A packaging business participant manages 75 employees and generates approximately $100 million in annual revenue while serving 40,000 customers. (04:04) This illustrates the substantial scale possible in the B2B packaging industry.
