YouSaid · the spoken record

Alex Schultz

lines on the record: 98
first: 2025-09-05
most recent: 2025-09-05
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“About every 40 years, there has been a great marketing book. You look at Claude C. Hopkins with Scientific Advertising, Rossa Reeves with Reality in Advertising, David Ogilvy with Ogilvy on Advertising. My North Star is I would like to become the textbook for this era of advertising, which is I know hugely, it can be seen as hugely arrogant, but I think you don't do one of these things without having an aspiration. Like my North Star is this becomes the textbook for modern advertising for the next period. I really want people to see it as if you want to understand the channels that grew up since the brilliant Ogilvion advertising was released, use my book. That's what I want and I want people to see it as that.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Which is why MoveFast is such a core part of our company and why it's important to come back to the beginning, you have a Cliton North Star when you get to be a larger company so that people can run without escalating things and having to resolve things with the CEO all the time. You set a clear North Star, a clear metric, and some clear guardrails, and teams can run without bothering you.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“If you slug it out of the stadium, you can make a million runs, not just one run. And so at bats really matter. At bats really matter, and you don't want bass hits in our industry. You want to be knocking out the park. And so we get at bat very often, and that means we will have failures, but that's actually okay because in our industry, it matters to have lots of attempts.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, I think we did it focused on the US, and TikTok shops are successful outside of the US and UK. They're actually not very successful in the US and UK. Huge in Southeast Asia. But in Southeast Asia, ClickTMessaging is huge. And actually our live video shopping is huge. Live video shopping combined with click to messaging as a combination is a massive business in Southeast Asia. I think it was just designed and launched for the wrong area. The first place we put reels was in stories. That didn't work. That was a failure. But then we moved it. So the great thing about Meta is we try a lot of things and we faceplant a few times, but we move fast and we move on and we learn and then we do something better. And I'm actually super proud. We have a bunch of bumps because it means we're a company that's actually pushing hard and trying things. We're in a field where the number of runs you get for hitting a home run in baseball isn't one.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, there's been tons. That's the great thing about the company. The company tries a lot of stuff. We talked about audio rooms. Audio rooms was a pretty big one. Instagram shops didn't go desperately well. That wasn't a huge success.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“And so Threads is now really thriving in Japan. So, firstly, segments that really care about this is different. Secondly, in general, I think VCs don't tend to use Facebook very much either. And they all kind of act like Twitter is Facebook when they're talking about Facebook in public. You can kind of hear it. You listen to anyone talk about Facebook who's like a VC or a politician or policy elite, we'd call them, or a highly engaged news audience, we'd also call them. They don't really use Facebook or Instagram. They use Twitter And they think Twitter is Facebook, which is not true. It is the most engaged community on Twitter, I think, is VCs and tech people. Yeah, the normies aren't the VCs and tech people, and they use threads, but VCs and tech people use Twitter.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, it's just a bit more normie. Well, firstly, it's a huge success in Japan and Taiwan. Let's start with that. Japan, interestingly, is a text first country. That's why haikus come from Japan and all that stuff. It's a text first pseudonymous society. And so it's a really great product market fit for Japan. And we've always struggled, actually. Twitter is bigger than I think Facebook and Instagram in Japan. It's insane.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“I was hugely skeptical. I actually spent a bunch of time yesterday with Adam and Cox talking about the numbers on threads and also with Jenny, who leads Instagram analytics. There's some details I'd like to see, but that thing is blowout success.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“I have done a number of things like that. I mean, we wrap the Empire State Building Green, as I think you know. So Threads was Christ the Redeemer. Empire State Building was WhatsApp. You know, I would love us to do a million AI creatives. Sort of do a prompt and then try and do a millionaire creatives for a million segments, try and actually genuinely go one-to-one on creative.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Arrow green WhatsApp. No, we've done that. We've literally done that. It was threads actually, but we literally wrapped with projectors, but we did. We turned Christ the Redeemer into threads. Yeah, you didn't. We absolutely 100”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Now, I have a great team. I would probably say I would like a larger brand budget for the company. If you look at Meta and you look at our 10K and you look at Google's 10K and the other 10Ks, apart from Apple, whose marketing is paid for by the carriers, we have the lowest percentage of operating income that we spend on the stuff, the media that we disclose in the 10K. And I think we're probably a bit underindexed on that. So I think I would expand the brand budget because there are certain things you can't do with just putting a banner ad in WhatsApp.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“The most challenging was the rebrand. I rebranded it with a great team, Andrew Sturk was my right hand on this and then my Addressed, and a lot of people have the skepticism you had about the Meta brand internally and externally, and it was my call. And first thing I said to Mark when I got the job is we have to change the brand of the company. It's so confusing in so many areas where it's Facebook and Facebook. And nobody understands we do more than just the Facebook app when we talk about the company. Like it's blocking us from our ambitions. And it took a few months, but Mark came back to me and said that he wanted to rebrand the company. And then I was like, oh no. the consequences of my actions. They've caught up with me. And then it was really hard. So that was the most challenging one.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“And that's north of a billion dollar business. But yeah, no, I mean, it's a really big and it's a growing business. And in fact, we sell it in partnership with a bunch of carriers around the world. They are actually our partners.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Tens of billions. And then two, we make money because, say, I now make the first attempt when someone wants to recover their password on Instagram. The first thing I do is I text them on WhatsApp. I don't text them on SMS. So for example, there's that. And so businesses also pay us for that service.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“You So, I think the world that you're talking about is actually quite normal. For a very high end thing like what you're doing. What I'm talking about is the local hairdresser, or you want to order some stuff from the local shop or whatever. And for the protection that you would get from having like a verified account and this, that and the other, your pay to use WhatsApp potentially to do it or give a chunk to WhatsApp. That's one concept of stuff that actually happens in things like WeChat and so on. We don't do that right now. Way we make money right now is one businesses want to start that thread where the commerce happens. Businesses pay us for an ad to start the thread. So that's that's one. We make money off ads and it makes the ads convert at a higher rate and it pushes up the CPMs of the ads. So that makes us over $10 billion a year. Yeah, yeah, yeah. It's actually a very meaningful percentage of our business. Very meaningful. And the last number we set out was over $10 billion a year. And I think that was a year ago. So you can imagine it's a fast growing business and this is a fast growing bit of a fast growing business.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“That's fair. I don't think Twitter captures much value of sort of VC's posting on Twitter about deals, but they get engagement from it.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Don't understand what's going on in Southeast Asia, Latin America, India. Like, we're in this place where Brazil and India are two of our very most important countries for revenue. They're huge. And four years from now, they will be very, very important. And in those countries, what do people use as their messaging app? Mostly WhatsApp? And what do they do on there? Well, they do commerce on there. In many ways, they skip the desktop, they skip mobile, and they went straight to a messaging first world. Business messaging and what people are doing to transact on WhatsApp.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Exactly, it's underappreciated. You can buy an ad on Facebook or Instagram and now on WhatsApp in the status tab where you click on the ad and a messaging thread opens. And the messaging thread can be Instagram direct, messenger, or WhatsApp. It is a huge business outside the United States. Massive.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, quantum has a lot of things to be scared of. As I said earlier, started my career in the semiconductor physics department at Cambridge, Hermann Hauser was knocking about the place and was investing the leader in quantum then, and he still is today. It's kind of crazy to see what he's done and become amazing, man. So yeah, so I've thought about quantum a lot. I think the difference with AI is if you do the P doom maximal, so the max doom kind of view of the world is AI is intelligence and can make decisions and those decisions can be bad and harmful and we could be fighting it. Quantum is just a change in the world. It's a big change in the world, but it breaks encryption. There are ways for us to handle encryption being broken, not least quantum encryption. And so it's a much more solvable problem, whereas if a malign AI superintelligence actually existed, that would be less solvable. So of the two, I'm more scared of AI.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Microsoft, the way they have revolutionized themselves in the last 15 years, the prescience of Thata, when he became CEO, he said three things I think are really interesting in tech. XR quantum and AI. And he still says three things are really interesting in tech. XR quantum and AI. And he positioned himself so brilliantly to take advantage of those. I mean, they're leading in quantum. We don't talk about quantum very much, but Microsoft is leading of the big players in quantum. It's very impressive how they've done it and how they've stayed relevant over 60 years as a software company. It's just like, it's incredible.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Same things they use AI for everywhere. I mean, it really is just the range of the gamut. People use it for productivity, they use it for help on their homework, but they also use it for just like chatting through, just thinking through what things they want to do or if they're bored and asking it a question, like, you know, oh, why is that thing called Osnaburg Street? Why do we have that in London? And then I just talk to it on the glasses or message it on WhatsApp and it replies. So it's kind of what you see, the range of what you see people use AI for. And yeah, WhatsApp is a very successful integration for us.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Really good and it's successful around the world. It is. Yeah, yeah, yeah. It's the most successful integration we've got”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Make every button green. Big green buttons, people click on big green. The cover of my book is a big green button. My entire career is about big green buttons, and I'm forced to use blue buttons at Meta.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Compared to other companies, yes, compared to our value of move fast, probably no. I mean, we move fast. Look at, yeah, we move faster than pretty much anyone.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Weren't the only ones, but there was a lot. But a lot of the tech companies did it, Twitter did it as well. Like everyone was trying audio rooms. So that one I was like, I don't see it.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Didn't agree with us doing the audio rooms thing. At the same time, we were sticking reels at the top of everything, we also stuck audio rooms at the top of everything. And audio rooms failed”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“I just don't really understand it. It still feels like a Ponzi scheme to me, which I know it makes me an old fogie, but I don't get it.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“And he was pummeled for it, and he stood up and did it. And that's what Sundar needs to do, in my opinion, is Google might be going through its TikTok moment right now. And do they do what we do, which has come out stronger? And I think they can. I mean, my career is based on Google, and I'm a big believer in them as a company. It's a hard transition to make, but they've got a lot of the right decisions happening, so I'm hopeful for them. But it's hard.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Into infrastructure, everyone kind of blames RL. We were building out massive infrastructure at that time for the AI ranking that we needed. And honestly, you got to give it to Mark. I'd like to think we're a great leadership team.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“70%. And by the way, it's video, and back then it was photo. We have been completely disrupted by AI as a company, who we are is totally different, totally different. And I don't think anyone quite realizes how drastically meta has been disrupted by AI already. The majority of what we are today is not what we were five and a half years ago. And we went through that massive dip in our stock price, if you remember, which was a deeply painful experience. I don't want to be self-centered about this. It was more painful for the people who got laid off, but trust me, it wasn't the job that I thought I signed up for at the little startup, you know, 20 years ago. Very large layoffs, very painful experience, really changed the company as part of a moment that changed the industry. Find some of that was over hiring in the pandemic, but a ton of it was also like we hit this air gap where we were doing exactly the right thing of bringing in this new field of reels or shorts as YouTube call it or whatever, but we didn't have ads on them that worked at all. We put this huge amount of money.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, he's done some stuff that's really good. So, like, they are willing to disrupt themselves, which is awesome. Gemini at the top of search is a scary thing to do, and they've done it. Building out the cloud business and being in the position they are in cloud as well. Pretty amazing. It's just going to be fascinating can they make the transition or not? They've got all the components and they seem willing to cannibalize themselves. So it seems like they're doing a lot of the stuff right. But I think it has to be willing to cannibalize yourself. Don't get caught in the innovator's dilemma. That is the single most important thing for them to think about because, I mean, look at us, right? So five years ago, we were 100% content shown to you based on people you follow or accounts you follow. 100% people don't understand like TikTok was tiny. It was the beginning of the pandemic. Like it was very early on. So let's say five and a half years ago. Today we are 70% of engagement is watching stuff you don't follow.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“You could do something incredible. This is exactly an example of that. If you're skating to the puck of AI agents with full agentic behavior, even controlling computers, making full purchase decisions for consumers, that's a huge tam. If you play for where we are today, tiny tam and also probably you'll get steamrolled.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“So it's burned in your mind more than mine, and I've been misquoting it. But yeah, we'll steamroll you. Whereas if you skate to where the puck is going to,”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Market. So, is the team thinking big or thinking small? And is the team quality enough to expand as the capabilities of AI expand? This comes back to what Sam said on your podcast, which I have used again and again and again, which is if you skate to where the puck is today on AI, we will bulldoze you. That was what he said”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Should be a much bigger market because the agents are going to take actions. I mean, the agents are already taking actions for people. And so in a world where there are actually actions being taken at the end point, it's not just presenting a link to somebody who's basically done a navigational search. It's really, do I buy this from Amazon? Do I buy it from Target? Do I buy it from Walmart in the US? That's a very big part of the conversion funnel that now needs to be optimized. The question I'd say is what's the ambition of these firms? If their ambition is I just want to make sure whatever's said in ChatGPT Meta AI Gemini, Claude, whatever, is the name of my client, well, that's a pretty small ambition and that will be a pretty small outcome. If the ambition is, oh my God, AI is going to change everything in terms of AI agents will actually take the actions for you and I want to impact what actions the AI agents take themselves, that is a big total address.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Amazing, and it's clearly going to happen, and it's some of the same people. And yeah, actually, I got on the phone with them, didn't I? Yeah, it's some of the same people. And there's really smart ideas”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“People are already starting to do it. It is AI engine optimization or AI optimization. There are companies working at this, which I'm not allowed to fund.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“You're going to need something lightweight, whether it is airpods, whether it's glasses, whether it's a pendant, a brooch like Humane tried. You'll need something lightweight. And then you'll need a puck to offload compute to. And I don't see why that puck shouldn't have a touchscreen. So I would be surprised if phones go away because you're not going to put huge batteries into glasses or airpods or appendant or a brooch. And you're not going to do all the compute in something with a small battery. So you're going to want to have a lightweight connection to some kind of puck that you offload things to. So yeah, I think something like that will exist. Will it be a phone as we understand a phone today? That I don't know. If you look at what the Orion Glasses can do, there's fewer and fewer reasons to take the phone out of your pocket if the cost can be brought down on the waveguides and the brightness can be brought up on the lasers, which over five years you've got to believe is going to happen.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“It's a good idea. It isn't currently something we're doing, but it's a perfectly reasonable idea. Yeah, I mean, there's stuff like that that's 100% possible once you have glasses. And if you look at what Sam's talking about with Johnny Ives or what even Google's talking about with their deal with Warby Parker, you can see we're in a place where people are like, aha, this is a really interesting form factor opportunity. And if AI is always going to be with you, you're going to need something, whether it's AirPods, whether it's MetaGlasses, whether it's a pendant hung around your neck. I'm not so sure about we'll see. But you're going to need something.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Available to consumers yet, or would this space and see where we go with that? It really mattered for us to talk about beyond social media, which we wanted to do. So that was super important.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“That's been a huge shift for us. Rayband's stories were called Rayband Stories because if we called them Rayband Facebooks, I don't think they'd have sold. And they weren't Rayband Instagrams because they wanted to be bigger than just the app. They wanted to be company level, but the company was called the same as one of the apps. So that's why we called them Rayband Stories. Second, we had Meta. We could call them Raybound Metas. And that made it different. So all of those different things are really unlocked by removing the blocker of the Facebook name and then saying we have something to run towards, which is technology beyond meta, beyond where it is today, starting with we believe in the future, the metaverse will be there. And I know people don't talk about it all the time anymore, which honestly annoys me because we are getting those breakthroughs as we speak. The Orion Glasses last year allow you to augment your daily life exactly as we put in our launch video for the Meta brand being the future of what the Metaverse will be. Yes, they're not.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Oh, both matter. I mean, name matters because the Facebook name was blocking people from understanding we did anything but Facebook. Meta the company produces WhatsApp. Meta the Company produces Instagram. Meta the Company produces Oakley Meta glasses and Rayband Metaglasses and Quest headsets. And if we said Facebook, all anyone thought was legacy social media. That was all they thought. And so it was necessary for us to be able, when we sell to advertisers, we were in a place where we were selling them Facebook ads, which is super confusing for them. Am I buying Facebook or am I buying Facebook and Instagram? And now Facebook and Instagram and WhatsApp. And so there was something really important about the name blocking people from understanding we did more. So now most advertising.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Harder to measure, you don't have a conversion action. You need to move what people feel about you longer term. It's not an instant payoff. It was meta. And come on, I was catching a falling knife when I became CMO. It was not a, and now we've actually moved up tremendously in terms of brand sentiment. You think where we were five years ago and think where we are today, people don't look at this stuff. Obviously, I do. And we were literally a falling brand and now we're a rising brand.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“The point I'll make is performance marketing is all marketing. So people make this distinction that you have brand marketing and performance, you have brand and director response, and all marketing is performance marketing. I wouldn't have taken CMO if I thought brand didn't matter. It is far harder than direct response to do brand marketing. It is far, far, far harder.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“People posting pictures of them with their coke with their name on, which a year or so ago you saw a lot of online. That was a deliberate move by Coke. And so, yeah, those are brilliant brand campaigns. They've moved from the box of television and thinking about the 60 second slot or the 30 second slot and the tyranny thereof. And they've thought outside the box. And it's been a really successful thing, especially in places like Brazil and India, these big growth markets for them.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“And their online is brilliant. There were two campaigns they did that I thought were absolutely fantastic. One was called Coke Creation, where creators were being asked to play with the Coke logo and Coke was co-creating with anyone who wanted to do something cool with the Coke logo. And if you look into it, there are some really cool things that people did. I mean, I'm a sucker for flowers. And there was one that was all flowers, but it was incredibly creative. And the other one they did was share a Coke, which I think, if I remember correctly, revolves around the Cokes that have people's names on them.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“That's not really the right thing for my business, but thanks for telling me about it. Another one, booking.com are incredible. They're the leading travel company globally. They are ruthless. They are efficient. They are brilliant. I respect them deeply. So they're the first travel company to really make social media work, and they've made it to the extent that their CFO has talked about this on their earnings call that they've finally cracked the code. Both of those are brilliant companies, and both of those doing the right thing. But if I present something that optimizes click-through to drive conversions online to a company that mostly sells offline and a company that mostly sells online, guess what? The director-to-consumer online people will react differently to the mostly through third party and mostly offline people. And that's actually logical. So it isn't that I get a uniform response that can.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“So, there's a range of outcomes. So let's talk about two very impressive companies. Both of them, I think, are excellent, which is why I'll talk about them. Coca-Cola, incredible company. Nike did this massive transition to digital first, right? And it went horribly. And so Nike obviously, you know, have changed CEO. I really like John Donahoe. He was my old boss at eBay. But whatever, they've turned over CEO. They're changing what they're doing, all these things. Coke have changed from being vast majority offline just, I think, five years ago just before the pandemic in terms of their ad buying to vast majority online now ad buying. And nobody knows. They just did it quietly. But when we present to Coke, hey, there's this better click target for you to do online conversions. Rightfully, I would assume this is not a conversation I've had with them, so I'm not breaking an NDA. But if I was them, if I was their CMO, I'd be like, I sell Coke cans offline. Why would I need a click-through rate for someone to buy online? It's not the majority of their business. And so those CMOs would be like...”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“Boosting click through rate and a commence your increase in conversion rate. That's one of the technologies that is currently percolating through our advertiser base. Everyone hasn't adopted it yet. A few have. So when you look at that three or four percent or whatever we said in the earnings call, well, there's just one example here where it's 6% that isn't fully adopted yet. There are a bunch of other technologies like that that we've built.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source
“So, one specific example that we've released a paper about is the click target. So the click target that you use to get people to click on your ad in a reel. Companies can use the built-in click target at the bottom that is associated with a product in the reel that you want to buy, but they can also add in stories and I believe in reels now, but if not now in the future, they can add another click target of a sticker that is a click target. And so they can select from a range of stickers we produce to have a click target in their reel or in their story, I think, and you can click on it and then you go through. What we've done is we've trained a modern multimedia model on all of the click targets that have been used. And then we've looked for what are the learnings for what will make the best click target when you intersect it with an advertiser. And we have created custom stickers that advertisers can now pick that have been optimized by AI to be the right sticker for their ad. When advertisers take advantage of that, they get 6%.”
2025-09-05 · The Twenty Minute VC · 20Growth: Meta CMO Alex Schultz on How All Founders Have to Change Their Marketing Playbook in a World of AI | Is AI Plateauing, What it Means if China Wins the AI Race and Why Zuck is a Generational Leader · IDENTIFIED FROM THE TRANSCRIPT · source