The great news for you reading this book is that anyone can be "That Guy" And you don't have to be an Internet geek, a social media pundit, or any other online-related job function. The guy that works in the fashion industry can be "That Guy." The gal in human resources who's seen it all, heard it all, and has the stories to prove it can be "That Guy."
All it takes is understanding the basic principles of how to get attention, then a solid plan (and a lot of hustle) to put yourself or your business out there so that customers know who you are.
Let's take Gary Vaynerchuk, for example. As a Russian-born immigrant, he turned his father's small liquor store into a $50 million business all before he was old enough to drink legally. However, he wasn't done yet. Gary then proceeded to build a mega personal brand for himself all by using social media and a lot of hustle. Gary became "That Guy" easily in comparison to the traditional path we all used to have to follow. Okay, it was a lot of hustle and hard work, but "easy" in terms of not having to spend millions of dollars in advertising to get there.
How did Gary do it? Social equity > financial equity. Those are Gary's words, not mine. The significance behind social equity > financial equity is that it's way more valuable these days to have a million friends or followers on social media outlets like Twitter and Facebook than it is to have a million dollars in advertising to spend. Why? Because the world ...