I'm like read the tweets they're like Bears stop doing that Jay Cutler why'd you do that Jay Cutler I love you Jay Cutler stop throwing touch Jay Cutler great touch up J this guy was obsessed with the Bears Jay Cutler I said go to eBay and buy a J Cutler sign Jersey and send it to him with a note that says thank you for shopping at Wine Library they're like the Jersey is like 400 bucks I'm like I don't give a [ __ ] send it to him done I'm like now punked I'm like here's
what's going to happen he's going to get this Frame Jay Cutler Jersey with a note thank you from the Wine Library he's going to lose his mind he's going to Tweet about it constantly he's going to convert all his business and all his friends this is going to be a great case study and then 4 weeks go by and nothing happens I'm barding a plane to go to Napa I get a phone call hey hey you'll never believe what happened I believe that if you call every single person you've ever done business with over the
last five years and said hi I'll use Peter Holland here if I'm Read My Eyes Peter hey Peter Holland it's Gary just calling you I know we obviously worked you know did some work for you for months ago just checking in if it's going well is everything fine good thank you hope you have the best day that's the lowest thing you can do number two you could also remember cuz so many of you do or the people that work with you do you could also remember that Peter liked dwine or like the Kansas City Chiefs
or had 16 dart boards in his basement cuz I don't know he's a [ __ ] Dart Enthusiast you could go buy a $50 Dart art board and send it to him with a note and say hey just wanted to thank you for your business 18 months ago I believe that if you scale the unscalable right we're in the whole talks of AI now and everything's so efficient and it's all technology and I think if you go back to doing business the way that our great-grandparents did it and call not new people who are going
to give you money no no no thank people that already gave you money that those people will actually on that action even more than the quality work you did the gesture of kindness when it was not expected even a phone call or a letter or some flowers chocolates a bottle of wine that that itself will substantially grow your business while everybody else is on defense I believed this in 2011 I had an idea I said to my internet Department I said every single order that comes in Google the person's name see if you can find
who they are and then find them on Twitter this is 2011 this is Jesus 13 years ago it's crazy time flies so a lot of people have very common names so it's kind of hard to figure out but finally they found a name and the team calls me and says we found someone I said good you found him on Twitter yes we found the gentleman on Twitter I said who bought a who bought a very low-end pinio I don't think it was Santa Margarita but this gentleman literally bought like a $100 case of Peno greo
eight bucks a bottle shipped to Chicago nothing we made like $39 on the whole order before overhead we lost money on the order but they found him and they said we found his Twitter I'm on the phone I'm like what's what's he tweeting about they go read them to you here are the tweets ironically ties back down probably why I'm telling the story of how I opened this talk I'm like read the tweets they're like Bears stop doing that Jay Cutler why'd you do that Jay Cutler I love you Jay Cutler stop throwing touch Jay
Cutler a great touchdown J this guy was obsessed with the Bears Jay Cutler for all the football fans if you remember was the quarterback at the time I the team goes what do you want us to do I said go to eBay and buy a Jay Cutler sign Jersey and send it to him with a note that says thank you for shopping at Wine Library they're like the jerseyy is like 400 bucks I'm like I don't give a [ __ ] send it to him done I'm like now pumped I'm like I finally found something
this is my thesis to the thank you economy here's what's going to happen we're going to send this J Cutler Jersey to him the guy bought a dinky $100 case of wine he's going to get this Fram Jay Cutler Jersey with a note thank you from the Wine Library he's going to lose his mind he's going to Tweet about it constantly he's going to convert all his business and all his friends are going to come and Shop with us this is going to be a great case study for my thesis I did a bunch of
versions of this but this is the one that really has a good story to it I'm pumped and then four weeks go by and nothing happens I'm like this son of a [ __ ] is so [ __ ] ungrateful and then I'm boarding a plane to go to Napa to go taste wine to buy for the store and I get a phone call hey hey you'll never believe what happened and just the way he said it I knew it was that you know cuz is a month later I already kind of forgot about it
I go the Cutler guy did something he said no I said no he said we just got a $6,000 order from Plano Texas I'm like okay for a bunch of high-end bergundy and bolo I'm like okay he goes I want to read you the note came on the order I'm like okay hey Wine Library can you please hold these wines cuz it's the summer here in Texas and I don't want the wines to be shipped in this weather to be compromised PS your prices on red bergundy are remarkable can somebody call me I have a
very big seller in collection I'd like to see if you have some other things PSS my friend who you sent the Jay Cutler Jersey to told me about your store psss I'm a huge Bruce Springsteen fan you have two choices in my opinion the choice you don't have is to keep doing what you're doing because I know that whoever does social hardcore organically and then has the right model will outflank you locally or the person that goes most old school do not be in the middle it is the worst place go old G OG thank
you economy or go new school new school social media plumber of the year but don't be here cuz here sucks thank you [Applause] [Music] [Applause] [Music]
