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Crush It!: Why NOW Is the Time to Cash In on Your Passion Hardcover – October 13, 2009
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The Story Behind Crush it!
Everything has changed. The social media revolution has irreversibly changed the way we live our lives and conduct our business. There are billions of dollars in advertising moving online, waiting to be claimed by whoever can build the best content and communities. Despite this change, most people keep working at jobs that don’t make them happy and businesses continue to ignore the major marketing and public relations benefits that can be found online.
Myth #1: I’m not passionate about something sexy or popular like wine so these lessons don’t apply to me.
The internet has drastically decreased the costs of building communities around niche subjects, allowing for even the most obscure subjects to draw enough eyeballs to command advertising attention. Starting a video blog about tortilla chips may seem farfetched until Doritos gives you a call and offers 40,000 a year to sponsor and advertise on your blog.
Myth #2: My business already has a Twitter account and a Facebook page, we’re set in the social media department.
This is the equivalent of claiming twenty years ago that just because your business bought a TV spot and a few ads in the newspaper, you didn’t need to pay attention to your advertising department. Social media isn’t about joining in, it’s about being involved.
Myth #3: I’m happy at my job so this book is irrelevant to me.
First of all, congratulations on finding work that makes you happy! However, the lessons in this book are valuable to anyone, regardless of their employment status. Crush It will show you how to utilize high level and platform specific social media and marketing strategies that will improve your work. It will also show you how to build a personal brand so that even if you’re forced to leave your job, a situation that’s especially relevant today, you’ll be able to easily find employment elsewhere in a field you’re passionate about.
Myth #4: I need to quit my job to take advantage of this book’s entrepreneurial lessons.
While the entrepreneurial strategies in this book do take time, it’s completely reasonable to start the effort as an after-work project to build up until you’re able to replace your current income with the income from your online presence. While you may have to fall behind on the current season of Lost or let your Madden 2010 game suffer, because you’ll be doing something you love you won’t mind putting in the extra effort.
In Crush It, Gary Vaynerchuk shows how anyone can build a career around what they’re passionate about. He also delivers both high-level and platform specific strategy and analysis, allowing you to take advantage of the current business environment while preparing you to succeed as it changes and evolves.
This book isn’t interested in making unrealistic promises while glossing over the work involved. Making a living by building content around your passion isn’t simple and it doesn’t happen overnight. What it is, however, is fulfilling and in most cases just as profitable, if not more so, than your previous job.
Furthermore, a business can’t just pay lip service to social media and expect it to return results. The transparency and accountability inherent in its structure necessitates a comprehensive and dedicated strategy in order to reap its tremendous benefits.
By combining practical analysis and strategy with the same passion and humor that’s made Gary one of the most in demand keynote speakers in the U.S. as well as network television’s go to wine expert, Crush It is essential reading for anyone who wants to understand and harness the future of business and work.
Learn: Why social media has evened the playing field, destroying the “gate-keepers” who had previously dictated the distribution of content.
Learn: How to beat unemployment and create wealth-building opportunities by building and maintaining a personal brand.
Learn: Why storytelling is the most important business concept in the current marketplace.
Learn: How you can build an online business around your passion without quitting your day job.
Learn: Why Twitter and Facebook are just tools and not a social media strategy.
Learn: How to take advantage of the half-billion dollars in advertising that are moving to the internet.
Learn: Why transparency and being true to yourself are now winning marketing formulas.
Learn: How to build and maintain an online community around your passion and brand.
Learn: Strategies for turning attention into money.
Learn: Why the legacy element of the internet era is so underrated.
From Publishers Weekly
Yet another rallying cry to the banner of turning your passion into a career, from braggadocio-ridden entrepreneur Vaynerchuk. After taking over his father's local liquor store, Shopper's Discount Liquors, and building it from a $4 million business to a $50 million one, he created the wine-tasting blog Wine Library TV and discovered the power of the Internet for driving sales. This book shares his experience and step-by-step advice for using Twitter, Facebook, etc., and suggestions for monetizing an online persona, reiterating that the Internet makes it possible for anyone to make serious cash by turning what they love most into their personal brand. His enthusiasm is admirable and his advice solid, but there's nothing new here, and his unappealing swagger—repeated stories of how he crushed it and dominated grate particularly—gives his story more the tone of adolescent peacocking than of worthwhile and sober business advice. (Oct.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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It does get you motivated and it does make you believe that you can leave the 9 - 5 job and start something you're passionate about via the internet. He does a good job of outlining how people seem to make money from a variety of sources via social media and the web. He points out how someone's blog/website can go from just that to a money machine attracting all sorts of revenue streams - mainly through social media. I did like that part because it gave me a better idea of how exactly these types of people make money just from doing and talking about their passion. The book also shows how powerful a tool social media can be and gives a good case of why this is the way to gain a fan base rather than paid advertisements. And maybe that's all the book is supposed to be. Maybe it's not meant to get into detail of how to actually do this stuff.
Detail detail detail. This book lacks detail. Like I said before, maybe he just wants to show you the outline and it's up to you to figure it out. That's fair enough. But when he says "let me show you how" over and over, you begin to think he is actually going to show you the finer details of how to actually do this stuff. That's why I said this is a decent precursor to "The 4-Hour Workweek" because that book goes into all sorts of detail. For instance, I'm into affiliate marketing. So when I saw a section about it I was excited to learn more. I was let down when the section ended less than two pages later. The message was basically "This is what affiliate marketing is and it can make you money on your website". Another example is chapter 9. Correct me if I'm wrong but at the the end of chapter 8 he promises to show you how to market well. And then chapter 9 reads "Care". And that's it. A small part of me wants to say, okay I get it.... but a much larger part of me thinks that's so cheesy. Care? C'mon. For the guy who prides himself on his work ethic, that was kind of a cope out. This book is very much like the title "Crush It!" - filled with a lot of "yeah! Hoorah! Do it! Go get 'em!" and little "okay, here is exactly how all of this works". Pretty much it's little substance and lots of "go get 'em tiger"
Okay, maybe I'm being a bit harsh. I don't mean to deter anyone away from this book - maybe it's meant to be a motivational book rather than a "how to" book. If anything, it's a quick read and you definitely won't be worse off from it. The overall picture it paints is good and for a lot of people that works better than being overloaded with details that they should find out for themselves afterwards.
A highly respected colleague recommended this book to me about two years ago. As happens with many books we “must read,” I got to Crush It very recently. I found the writing style invigorating. Yes, the author does not suffer from an ego deficiency. On the plus side, his energy and commitment enthrall the reader on every page.
Along those lines, he states: “Someone with less passion and poorer content can totally beat you up if they’re willing to work longer and harder than you are. Hustle is it. Without it, you should just pack up your toys and go home.”
Reading this book reinforced my belief that today's business professionals are indescribably fortunate to have the Internet's help in establishing our brands and convincing others to purchase our products and services.
I like him as a person. Here's one of the first things he says in the book, "Well, my secret is that I live by three pretty simple rules: Love your family. Work superhard. Live your passion." (location 38). It's difficult for me to take advice from someone I don't respect. Gary Vaynerchuk, I can respect.
I love what he has to say about being yourself: "Embrace your DNA, be yourself, put out awesome content, and people will be interested in what you have to say. Believe me, if you're that good, people are going to find you, and they're going to follow you, and they're going to talk. And getting people to talk is the point." (location 384).
Social media is a great interest of mine. I like being connected with people. I like it all: Facebook, Twitter, Pinterest, LinkedIn, etc. So maybe Gary Vaynerchuk was preaching to the choir here a little bit because I really agree with everything he talks about. It's free. It's easy. It's easy to get your name/brand/passion out there. He says in his conclusion that "social media is an important part of it for now, but maybe it won't always be. These concepts, however, are forever, no matter what the next business platform or social phenomenon turns out to be." (location 1264).
If you are a brand or a business or an entrepreneur or want-to-be, do yourself a favor, read this!