If you've seen any HubSpot webinars or presentations, chances are you've seen the image below.
It's very popular around here because it captures one of the most important results businesses get from inbound marketing: leverage .
Traditional marketing was dominated by the companies with the biggest wallets; inbound marketing is dominated by the companies with the most creativity and passion. That means small business owners -- guys like Duncan Page and Charlie King -- can compete with giant corporations, and win.
Where, exactly, does this leverage come from?
Today, small and large businesses use essentially the same tools, so businesses must differentiate themselves in the way they use their tools, and that means passion. Charlie King eats, sleeps and breathes golf. Duncan Page runs a business that has been in his family for more than a 100 years.
Gary Vaynerchuk is another great example of the way passion can change a business. The New Jersey video blogger and wine store owner has used the web and passion to generate over $60 million in revenue. If you've never seen Gary speak, this recent Today Show appearance is a good place to start.
So how can we learn from Gary's success? I think four things are most important:
1. He knows his subject . He works in a family-owned wine store. He knows and loves wine.
2. He's 110% authentic. Gary doesn't worry about polishing or positioning. He just communicates.
3. He tells a story. A single theme ties together Gary's various rants and raves: He's trying to bring wine to the masses.
4. He's a well-rounded inbound marketer. He's not just a video blogger. He's on Twitter. He's on Facebook. He blogs. And his site is optimized for search engines.
5. He's Unique -- How many other people drink their wine with Captain Crunch -- or bacon? Gary is a departure from typical wine experts, and that makes him stand out.
Learn From Gary V HimselfIf you'd like to hear Gary V explain how he uses passion to create leverage, sign up for the free webinar he's offering as part of Inbound University next week .