WHY IS MY INBOX FULL OF NEWSLETTERS FROM D-BAGS?
It’s the first week of the year and my inbox is full of men yelling at me to #hustleharder, to stop making excuses, and get my shit together in order to reach my goals in 2018. There is one person I hold responsible for all of this -- Gary Vaynerchuk.
Now, don’t get me wrong, I’m a Gary Vee fan myself. I’ve read his books, watched his videos, I do actually enjoy his raw, brutally honest style of delivery, and he is a genuine badass in the social media world. BUT an unfortunate side-effect of Gary Vee’s badassery is that it’s spawned a culture of Gary Vee wannabes. Let's call them the "Business Brahs". You know the kind. They’ll make videos of themselves humble-bragging about how the entrepreneur life is the only one worth living, or proudly proclaim that “they’ll sleep when they die” because they’re too busy hustlin’. Their social media posts are smug AF and peppered with cuss words because they’re just hella passionate. Their articles will strive to have the most offensive titles because if you’re not click-baiting, who are you even?
So why do I have a problem with this? 2 Reasons.
1. It reinforces the idea that you have to be a douchebag to be successful. Let’s get this straight -- Gary Vaynerchuk is not as successful as he is because he drops an F-bomb a minute or because he’s so #savage. It’s because of his business acumen, work ethic, and people skills. The Business Brah, on the other hand, focuses on just the delivery, not the substance.
2. There’s no new information coming out of 99% of these posts. The Business Brahs are just regurgitating what they’ve seen and read. Their end goal is social media attention, not delivering value through high-quality, original content. Being a content creator seems to be more about gaming the system, so they pump money into buying Facebook ads, use affiliate links, and buy bots on Twitter and Instagram to inflate their follower count. Don’t get me wrong, I have no problem with ads or affiliate links (although I'm vehemently opposed to bots of such nature), but it’s the motivation behind it.
I get it. At The 9to5 MisFits, we’re not exactly coming up with scientific breakthroughs and I don’t claim to be the best content creator out there. But we do want to think about what we consume, analyze it, put our unique twist on it, and meet the needs of a niche audience that’s never been served in this way before. We want to involve people in our research, be empathetic, genuinely get to know their hopes and pain points so we can find solutions, not yell at them. I mean, we’re Desi. Believe me, we’ve gotten that enough all our lives.
Pavi and I recently met a writer called Kaavya Bector from AIB (All India Bakchod), one of the best and most popular YouTube channels in India. Her take on content creation and writing were, if it’s something that’s been done before, don’t do it. Keep digging deeper and deeper until you can put a unique spin on it.
So as much as I respect Gary Vaynerchuk, I want to make 2018 about working even harder to deliver value to our community and do it OUR way. Watch this space for more, and Happy New Year, MisFits!