“Crushing It!” is written by Gary (Vee) Vaynerchuk, CEO of VaynerMedia, serial content producer & aspiring owner of the New York Jets.

Gary was born in 1975 & rose to stardom following the expansion of his family’s wine business through social media & production of online content. He can be found under the handle @garyvee on Instagram, Twitter & YouTube & anywhere Podcasts can be found under The #AskGaryVee Show. 

Once breaking through the self described, “Alpha,” facade, (at first listen some of Gary’s content can be a bit in your face) I have always found Gary’s content to be genuine & real and this book was the inspiration behind my fledgling YouTube channel & the personal brand I am building. For the sake of brevity, my summary excludes the many examples within the book from readers of “Crushing It.” While the principles stand on their own, I highly recommend reading the book for additional context & inspiration. With that said I hope you enjoy this summary:

You can buy the book here (I receive a small commission!). But first check your libarary.

Introduction

• In our modern society it has become the norm for people to work for multiple companies & even have multiple careers throughout their lives. It is therefore more important than ever to build a personal brand that transcends your current employment or occupation.
• Online platforms and social media allow direct one on one engagement as well as the ability to reach a large audience & are perfect for building a personal brand.
• Facebook, Twitter & YouTube are the future of all business.
• Youtube has become the new Hollywood for aspiring children. This and other social media platforms allow for the building of businesses in ways never before possible — Most parents do not understand this path and label it, “not a real job.” However there are countless examples of people who have made a prosperous career on YouTube. Let children gravitate with what they love. Slime making is 6 figure monthly business via YouTube. E-gaming can make 7 figures.
• A personal brand can highlight your business OR be your business. You can get paid to do what you would have done anyway.
• The secret to success is no longer where you come from or who you know. It’s understanding these online platforms & having a willingness to use them to their full potential.
• To be successful: Be true to yourself at all times. Then go all in.
• Not a single person is creating or putting out too much content.
• The secret to becoming rich is to be being ridiculously good at what you do & work harder than anyone else. 
• We owe it to ourselves and our children to be fulfilled and thrilled everyday.
• Finding money vs passion does not need to be a dichotomy. Our options are more open than ever.

Part 1 — Get Pumped

Chapter 1: The Path is all Yours

• The goal of first edition of Cush It was to show how to build a brand identity such that traffic is driven to your business + website & brands become willing to pay for your expertise and viewpoint.
• A 7 figure income is possible via Instagram or YouTube. 1000 followers can earn $5000/year with two posts per week. 10,000 followers can generate $20,000/year.
• We often think of influencers as being the individuals big brands are willing to pay for endorsements. But it is now open to a far larger audience.
• The internet is the entrepreneurs oyster. You can get much bigger than you think. You can get paid simply to be you. This is a true influencer. You can be tomorrow’s newest star.
• What is cool changes each generation. To be a lawyer or doctor was cool in the 80’s. In the 90’s gamerss were nerds. Now they are hero’s because of the prevalence of e-sports. Being an “entrepreneur,” is cool now but won’t be forever. Instead of chasing what others deem to be cool double down on what you love.
• Don’t be beholden to one platform or your current success. Instead create a personal brand that is so strong it transcends platforms topics etc.
• Snapchat, Instagram, & YouTube are the NBC & ABC of today. The internet has become “mainstream,” not just a step in the ladder. It is a place where you control the full narrative.
• You no longer need to work behind someone else or for larger platform before going off on your own. You can do this, and many still do but it’s not a requirement.
• If you’re not crushing it, it’s not because you are too old or too poor or have too many other responsibilities. It’s because you haven’t fully committed to making the leap yet.
• The principals shared in the book are universal. However the path is yours. It is not a step by step process.
• When you are getting started you will need to “show, not tell” to win new clients, customers, etc.
• First provide content for free. Then ask what you are worth.
• It will be hard everyday. Make sure to take time to recognize what you are doing well. Daily. Weekly. Monthly. Annually.

Chapter 2: What Still Matters (The 7 Essentials)

• Building a successful personal brand starts with choosing the correct pillar.
• To make this decision focus on a small list of items. What really matters:
  1. Intent
     • In business the why matters as much if not more than the how. Why do you want to be entrepreneur. Is it to build a community? To teach others?
     • There is a scary number of people that start companies to “change the world,” but are exposed by one or two direct questions about their model.
     • Those at the pinnacle of success & influence share 3 characteristics:
       1. Commitment to service.
       2. Desire to provide value.
       3. Love of teaching.
  2. Authenticity
     • Authenticity will be informed by your intent. If you are authentic it will be a welcome relief to consumers. 
     • Don’t fake it. The more authentic you are, the more willing your audience will be to forgive your mistakes.
     • Humans are inherently self-centered. If you can be just 51% altruistic you can stand out (most people are 70-90% self centered).
     • There is a scary number of cynical people that don’t believe someone can do things for a greater good.
     • Be OK acknowledging what you don’t know. If you don’t have the skills yet, be caring, enthusiastic, energetic. People are drawn to these characteristics.
     • It’s not how much you know, it’s how much you care.
  3. Passion
     • Heaps of people have jobs that make tons of money but do not make them happy. If you do what you love you will be happy regardless of income.
     • There will be a long period (not a week, not a month, not a year) where you don’t make money. If you don’t love what you do it will be hard to stick with it.
     • Passion is a back up energy source that can kick in when others fail.
     • Go deep not wide. 1000 views & 100 comments is better than 10,000 views & 10 comments.
     • Don’t care what any one person thinks — But do care about about your entire audience. Speak to your haters.
  4. Patience
     • Pursuing passion, brand & long term wealth requires patience.
     • Break the money first cycle. Show up with value first. Then find a way to earn money later. If you believe in your business put your income back into the business.
     • Don’t sacrifice legacy for short term gain. Every action cannot be predicated on what you will get out of it.
     • Eat shit for as long as you have to & go above and beyond for your customers. 
  5. Speed
     • Patience is for the long term. Speed is for the short term.
     • Don’t be afraid to make mistakes. Learn from them. Make decisions quickly.
     • Doing 10 things & getting 3 right is better than doing three things & getting them all right.
  6. Work Ethic
     • When you are getting started there is no time for leisure (if you have massive ambition). 
     • Family & sleep matter but everything else likely needs to be left behind if you want to create massive success (ambition needs to be matched by work ethic).
     • If you have a full time job & family, your side hustle working hours are from the time you put your kids to bed until 2am & on the weekends. Make them part of your work/adventure if possible.
     • Start by blocking out your time. Anytime not spent on your obligations should be used for creating content, distributing content, engaging with your community & engaging in business development.
     • This should take up 12-15 hours per day or if you are working another job will need to be crammed into 3-5 hours. Fully use the 16-17 hours you are awake.
     • Crushing it is about living on your own terms, equally satisfied with your income and life. There is no mold. If your ambition is not obnoxiously large that is OK.
  7. Attention
     • You can’t do it all. You will need to make choices. Not everyone should build a business as large as possible.
     • Whatever effort & energy you put in, is the energy that will come out. Make sure to focus your energy so it does not dissipate. 
     • Follow the eye balls:
       1. What are you customers paying attention to?
       2. What is the new thing — What is controversial?
     • Your competitors will look backwards giving you an advantage. Don’t become too comfortable on one platform at the expense of learning about others.
       • Always keep learning. Don’t stay on a stinking ship.

Chapter 3: The 8th Essential

• Content & product are two things you need to build personal brand.
• Content should be strategically delivered to all platforms. Must be optimized, native, micro content NOT the same post or video copied. Each platform captures people in a different mindset/ seeking different types of content: 
  • Twitter: News & current events.
  • Facebook: Friends.
  • Youtube: Long form content & stories.
• To be efficient, create pillar content that can be splintered micro content for other platforms.
• You don’t need to wait until you are an expert or have a perfect website to launch your brand. Quite the opposite. Document don’t create. Show your learning process to your audience.
• Every story has been told over the course of history BUT not by you. Speak your truth. Let people watch who you are & what you will become.
• There is no avoiding the fact that success is predicated on quality content. You can’t put out bad videos & expect results. However, just because you suck now doesn’t mean you will always suck. Strive methodically to get better.
• No one needs to “fake it until they make it,” anymore. This strategy was necessary to convince those managing the gates to give a chance. The internet has changed & democratized the gatekeeper process. 
• The customers & viewers gained using this approach are not the ones you want long term for your brand. Who will trust you if you’ve shown a willingness to trick & hoodwink people. It’s OK to be a novice. Admitting you are still learning gives others more reason to check in on your progress.
• Perfection doesn’t exist. It is subjective. Just get started and document your journey.
• The number of followers you gain is secondary to the quality of these followers.

Chapter 4: What’s Stopping You?
Line up all 8 essentials & you have closest thing to a formula for Crushing It:

1. Intent
2. Authenticity
3. Passion
4. Patience
5. Speed
6. Work ethic
7. Tracking customers attention
8. Master social platforms + content

Most common reasons people give for why they are not Crushing It:

1. I have a full time job
2. I have kids
3. I have no money
4. I don’t have time
5. There are too many strict rules in my industry
6. Are afraid their friends will get ahead if they leave the defined path
7. Don’t know which idea to pursue
8. Don’t have right equipment
9. I am not into anything monetizable 
10. Afraid of hate comments
11. I’m too old

• These are all bullshit & the book provides counter-examples to all of these issues.
• Social media doesn’t change people, it exposes people. You will get hate, especially if you are succeeding. Embrace it.
  • Fear of failure is really the fear of judgement from those we care about.
    • The only person you can’t ignore is your spouse.
    • No one who has played it safe ever made it big. It is hard to fail to the degree that you can’t bounce back.
    • In our modern age with as many possibilities available as there are there is no reason you should be doing something you hate.
  • Fear of wasting time (if under 35 this doesn’t apply) — You can always go back to school or your 9-5 job.
    • Every platform is worth some investment. You won’t know until you spend time there.
    • Giving up empty leisure hours to do something you love & to crush it, is not wasting time unless you are 100% happy with your life.
  • Fear of seeming vain — Let this go. Embrace it. You will prove the market wrong. Everyone is an ass until they are a pioneer.
    • The pool is crowded. But there is still room. Get started now.
    • There are people in this world that want to see and help others succeed.

Chapter 5: The Only Thing You Need to Give Yourself to Crush It.

• Permission.
  • If you want to sell worms. Own it. Be that person.
  • If you are studying for a test or certificate document your studies —If this garners attention create an e-book
• Don’t hide mistakes.
• Reciprocity is an innate human characteristic. Set your platforms accordingly. Give tremendous value and others will give value back.

Part 2 — Create Your Pillar

Chapter 6: First, Do This

1. Create a Facebook page. This will reach the young crowd. Don’t bet against Zuckerberg or FB.

Chapter 7: Get Discovered

• The most power discovery tools are Hashtags & Direct Messaging
• Collaboration is the best tried & true method to grow a brand. Expect it to take years.
• Do it right. Offer knowledge and skill. Don’t ask for something without giving something first. Provide an upside to respond.

Chapter 8: Music.ly (now TikTok)

• The majority of entrepreneurs ignore apps that are popular with only younger crowds. This is a mistake as the audience can grow or pivot quickly. 
• At least monitor apps that fall in this category.
• Be the large fish in a small pool. Creatively Adapt platforms to your need. A young crowd eventually grows up and becomes entrepreneurs/customers.
• If you are seeking an audience go where they are. It doesn’t matter how long the platform lasts.
• The only thing you -risk trying a new platform is time.
• Creative people can be creative anywhere. Especially where others have not gone yet.
• Social media is a long game. It is about building a brand & connecting with your audience not just selling a product. 
• Music.ly (TikTok) 101:
  • Utilize hashtags & study trending tags.
  • Learn the hashtag culture.
  • Collaborate. Become part of the platforms community.

Chapter 9: Snapchat

• Snapchat is the anti-Facebook. It is for imperfect photos and real moments. 
• A devoted, “sticky,” fan base will be willing to be patient while you experiment.
• Don’t overthink. The platform is for raw, unfiltered, mundane behavior. It is for “throwaway,” content. 
• In downturns, a glimpse of normal life is well received. 
• Allows for differentiated content as the platform stands completely on its own (vs an instagram story which needs to support the instagram pillar content).
• Be a marketing & branding person NOT a conversion based digital sales person. Long term > short term.
• Every piece of content should give your audience something.
• Can’t be famous on only Snapchat because it is temporary. Needs to be supported by other platforms.
  • Don’t be vulnerable to one platform regardless.
• Try becoming the expert on a new platform to gain an audience. Write blog posts about the new platform so news media will come to you for quotes. Or post a list of top people on the platform that will naturally drive users to you as well.
• Be cognizant that work can steal your passion. To prevent this you can work in something that is closely but not exactly aligned with your passion.
• Treat your platform & content like a business.
• Create real relationships and provide value. Give give give.

Chapter 10: Twitter

• Twitter hasn’t changed in 9 years — It is still the water cooler of society. The place people go for news.
• It is built to be a conversation platform. It is a great place to listen, react & hijack threads.
• Can be difficult to stand out amongst the volume of content as the barrier to create is very low.
• Still a good place for business development. Generally there is less competition for the attention of influencers as on other platforms (due to less followers).
• You are always one comment away from getting noticed. Can create with way more volume than other platforms.
  • Best place to amplify your brand.
• Great place to connect with those you want to work with. Who has a better chance of winning an internship:
  1. 1/4000 applicants to submit a resume and hope the hiring director sees their portfolio.
  2. Someone who frequently engages with the individuals they would be working for at internship.
• Use trending topics & respond with your thoughts.
• Don’t give up too early. Persistence is key. It will take far longer than you think.

Chapter 11: YouTube

• YouTube is the most important platform for a personal brand. It now has more young eyes than network TV.
• Give it a try. Even if you don’t think you are video worthy.
• You don’t need to be accomplished to start creating. Instead document your journey.
• Let the market decide if your video ideas are good. People like strange & mundane things.
• Be yourself. Show your passion. Let yourself be you.
• Some people are successful idiots because people like watching them be idiots. Don’t doubt yourself. Don’t be a dreamer who puts up 10 episodes and gets bullied. Keep going.
• YouTube will be television. Television will be youtube. YouTube owns video.
• To build audience attend video conferences such as vidicon and try to collaborate with channels of a similar size
• YouTube 101:
  • If you want to increase viewership focus on the following items:
    • Video optimization.
    • Titles
      • Does the title accurately describe the content
      • Is it short and concise/  fully viewable on mobile
      • Is it emotionally driven & keyword optimized 
    • Descriptions
      • Are the top two lines keyword optimized
      • Do you link to other similar videos in your description
      • Do you include a subscribe link & links to your other social media accounts
      • Are the links clickable and trackable
    • Tags
      • Include at least 10 tags including single word tags and phrases.
      • Are tags valuable — i.e. high search, low volume. Use, AdWords, Keyword Planner or Vidiq to check. 
    • Thumbnail
      • Is the thumbnail accurate to the video
      • Is the text readable
    • YouTube cards
      • Do you use them to drive your audience to your other videos
    • Channel Optimization
      • Does your banner reflect your brand and genre
      • Is your about section and channel description keyword optimized with an upload schedule included
      • Do you have clickable social media links available on your channel page
      • Do you have a channel trailer trailer that tells the best story possible int he shortest amount of time
    • Playlists
      • Do you have playlists with keyword optimization on your main page

Chapter 12: Facebook

• Facebook is on par with YouTube for brand recognition.
• If you want to maximize your personal brand you need Facebook, period.
• Facebook is very flexible platform. Written posts work in long form or short form. Video works at 32 seconds or 32 minutes. It is a great landing page for all content to come together and live for eternity. 
• Is a good distribution channel as others can share your content. 
• Incredibly detailed targeting capabilities. Can pay to “boost posts,” to select audiences.
• Still one of the cheapest CPMs (cost per thousand impressions).
• Can do marketing, sales & branding in one place.
• Have FB live as well for spontaneity vs posterity.
• Collaborate through FB. If you have video that gets attention, reach out to all related brands & ask if you can put together video for them.
• Do searches on FB for terms related to your genre. 
• Join as many related Facebook groups as possible. Get involved in light hearted ways. Try to collaborate with others when possible. 
  • Going for the indirect sale is harder than posting a photo with an open house sign but it is a hell of a lot more effective too. 
• Know your audience. If you are doing something in a new way, be OK with criticism (this shows your are succeeding in doing it a new way).

Chapter 13: Instagram

• Second only to YouTube in creating stars — On the platform you can be a content producer or a content curator.
• More brands are spending on blog advertising & collaboration.  Takes at least a year of consistency before money is made.
• Good for bite size content, not long form content.
• Tagging system is very good as are the native ads.
• Instagram Stories allows for ephemeral content to balance the highly curated feed. Can link to other sites.
• Very good for business development: 
  • Dm those who you admire or are doing well in your industry.  Include why you are reaching out & what value you can add to them. Can target using tags or geography. 

Chapter 14: Podcasts

• Podcasts are god send for 2 reasons:
  1. Many people are uncomfortable on camera & worry about too many things before getting started (lighting, appearance, etc.).
  2. Podcasts sell time (that means even those who are great at video should do it).
• In our hyper speed world, multi-tasking is everything.
• Easier to check email & pay bills while listening to podcast than watching a video
• 139 million US commuters spend 29.6 billion hours commuting annually. Many are in cars & can listen to audio but not watch video (yet).
• Podcasts 101:
  • At this time all hosting platforms are very similar. There is no good way to creatively grow your podcast brand other than produce good content & use your other social channels to advertise.
  • Use pillar content to create micro content. If your podcast is your pillar content post quotes & excerpts to Facebook, Instagram etc.
  • Consistent content & lots of free value will help build your audience. Asking the audience what they want helps build community.

Chapter 15: Voice First

• Google Home, Amazon Alexa, Siri etc. allow voice to be harnessed. This can be in the form of an interactive skill or flash briefing. 
• This enables our addiction for speed & convenience. It keeps our hands free & allows less checking of notifications. Because of this & because it is so new there is a huge land grab opportunity if you can deliver something fresh & new.
• This platform will allow you to connect with users the first 15 min in the morning or the last 15 min before bed via a device on the bedside table or bathroom counter.
• Voice First 101:
  1. Make native content, “Hey Alexa users”.
  2. Make something new & fresh. Do not recycle old content.
• Too new for best practices. Just create & iterate.

Conclusion: 

• Social media = Business
• We should care about everything but not care at all what others think.
• Talent has little value without patience & hard work.
• Someone will constantly be trying to tear you down. Don’t let this stop you.
• It pays to be brave. Be brave & dive in.
• Quit being a student of entrepreneurship and DO entrepreneurial things.
• Everyone recognizes a sales person. No matter how slick. Those that actually care about the customer will be received differently. 
• Advertising should be used to accelerate the stories people are telling about you. If stories aren’t yet being told, advertising just accelerates your death.
• Social media gives huge advantages but you can’t automate everything. Face to face interaction & empathy is important too.
• When your audience is small do everything you can to engage with those taking an interest in you.
• The platforms mentioned above are only getting started. There is so much game left to be played.
• If you are only investing in the one or two platforms currently giving you the best ROI you are being foolish long term.
  • Twitter, YouTube & Instagram have become mainstream, but what is next. Don’t wait to be told — Seek it out (AR, VR, AI)
  • Constantly experiment & explore new platforms. There is always a next new thing. Don’t use past boats missed as an excuse to miss future boats.
• Humans will always embrace whatever new technologies allow for speed & convenience. Don’t resist change, embrace it.

I hope you found this summary of “Crushing It,” helpful. If there are other books you think I should read and summarize, let me know! For additional insights check out:

• The 10X Rule Summary
• The Intelligent Investor Summary Series