I’ve been watching Gary Vaynerchuk (GaryVee) preach the same message for over a decade, and I’m still amazed at how many people miss his point. Recently, I analyzed one of his passionate rants about content strategy across platforms, and it perfectly captures what I’ve been teaching my clients for years: your content struggles aren’t an algorithm problem—they’re a YOU problem.
When Gary shouted, “No, it’s not an algorithm problem, it’s a you problem,” I found myself nodding vigorously. He’s been saying this since he had black hair, and now, with gray hair, he’s still hammering home the same truth many creators refuse to accept.
The Multi-Platform Reality No One Wants to Face
The core of Gary’s message is simple yet profound: every platform is different and requires different content approaches. This isn’t new information. He wrote “Jab, Jab, Jab, Right Hook” about this concept back in 2012, and a decade later, people are still blaming algorithms instead of adapting their strategy.
Watching clients make the same mistakes repeatedly makes this particularly frustrating for marketing strategists like me. They post identical content across LinkedIn, TikTok, Instagram, and YouTube, then wonder why their engagement varies wildly. The first three seconds, the thumbnail, the copy, the edit—all need to be tailored to each platform’s unique environment.
Think about it: would you use the same communication style in a boardroom as at a casual dinner with friends? Of course not. So why would you use the same content approach on LinkedIn as you do on TikTok?
The Investment Mindset That Separates Winners from Losers
Another valuable insight from Gary’s talk was his advice to a creator struggling to scale. The creator admitted to spending money on “Air Force Ones and trips and jewelry” instead of reinvesting in his business. Gary responded directly: “Some people buy Lambos, and some invest in their business. That’s as real as it gets.”
This resonates deeply with what I see in the marketing world. The creators who succeed long-term aren’t necessarily the most talented—they’re the ones who:
- Reinvest their early profits into team building
- Understand that solo creation has natural scaling limits
- Recognize that hiring help isn’t a luxury but a necessity for growth
Gary pointed out that many talented young people would “break their arm” for the opportunity to work for a rising creator—even at minimum wage. This hiring approach creates a win-win: creators get affordable help, and young talent gets valuable experience in a field they’re passionate about.
The B2B Content Strategy Most Companies Miss
One segment of Gary’s talk that caught my attention was his advice to a B2B tooling distribution business competing against a larger company. His recommendation? Start a podcast and interview potential clients.
This strategy is brilliant for several reasons:
- It positions you as an authority in your space
- It creates relationships with prospects before asking for sales
- It provides value first, building goodwill and trust
- It costs almost nothing to implement (just an iPhone and time)
I’ve recommended this approach to several clients, and those who implement it consistently report that cold outreach for podcast guests converts dramatically better than traditional sales calls. People who would ignore a sales pitch are often flattered to be asked for their expertise on a podcast.
The Binary Thinking That’s Holding You Back
Perhaps the most profound insight from Gary’s talk was his observation about binary thinking. “Black and white and rigid and binary is messing all of you up,” he said. “Nothing on earth works all the time.”
This applies directly to marketing strategy. I often see clients searching for the “perfect” approach that will work in every situation. They want clear, black-and-white rules for social media success. But that’s not how marketing works—or life, for that matter.
The most successful marketers understand that strategies need to be fluid. Sometimes, you should listen to feedback; other times, you should ignore the noise and trust your instincts. Sometimes, long-form content is the answer; other times, short-form will drive better results.
The key is developing the judgment to know which approach is right for each situation, platform, and audience.
Getting Comfortable With Being Uncomfortable
Gary’s advice to a creator struggling with self-esteem struck a chord. The creator feared saying the wrong thing online and offending potential customers. Gary’s response was simple but powerful: life is about “getting comfortable with being uncomfortable.”
This applies perfectly to marketing. The best campaigns often push boundaries and take risks. Playing it safe might avoid criticism but rarely capture attention or drive significant results.
For my clients who worry about potential backlash from authentic content, I remind them that bland content is often worse than controversial content. At least controversy gets people talking and engaging.
The path to marketing success isn’t about avoiding all discomfort—it’s about learning to function effectively despite it.
The Marathon Mindset
Finally, Gary emphasized the long-term nature of success: “I did my own stuff all by myself from 2006 to 2014—eight years. I don’t know what people think this game is; it’s a marathon.”
Most marketing strategies today lack this patience. In an era of overnight TikTok sensations, many forget that sustainable success typically takes years of consistent effort.
For those discouraged by slow growth, remember that even Gary—now one of the most recognized business personalities in the world—spent eight years grinding before building a team. The most valuable marketing skill is the patience to persist when results aren’t immediate.
So, if you’re struggling with your content strategy, stop blaming the algorithm and adapt your approach to each platform. Invest in your business rather than luxuries, provide value before asking for sales, embrace discomfort, and commit to the marathon. That’s the real path to marketing success—and it’s been right before us for over a decade.