00:22:26 · Rafael Vivas, David Senra
[00:22:26] S1: I focus on doing the highest leverage deals that we can that's possible for the business, right? So like we have a very small team. Luckily, we're a business that's very profitable and growing very quickly. And so we try to do deals with whether it's companies that are advertisers or doing partnerships with other companies that can bring us thousands of advertisers. That's my goal is to generate or to bring as many customers onto AppLovin as possible so we can build the best business possible and one of the biggest ad platforms in the [00:22:54] S0: And then you try to expand the existing customers too. Adam told this great story on this podcast where he's just like, yeah, rafts like an animal. And he's just like, I get calls from customers all the time. He's like, what's up with this guy? This guy's a multi billionaire and he's harassing me to spend an extra $5,000 a day. And he's he's like, this shouldn't matter to you. And he goes, it matters to us. Of course. Everything matters.
00:23:13 · Rafael Vivas
[00:23:13] S1: Everything fucking matters. Right? It's like, if you can't do the small things, right, how can you be expected to do the big things right? And like, you know, I... I've said this online before, but like, we're just getting started. Like, Adam talked about this. We're on pace for $20,000,000,000 of advertiser spend. When you look at the two behemoths in the room, combined, they do $500,000,000,000 of ad spend on the platform or across their ad platforms. So there is so much room for us to grow. And when you're able to get into the weeds, make sure that you're succeeding for your advertisers. And by the way, a lot of times, like we do deliver better results for advertisers, but they may not move budget in the beginning because like they're not focused on us or they're focused on other things. It's important that you get in there and you make them care about your business. And that's actually one of the superpowers I have is that when I reach out to these customers, what the hell is this billionaire reaching out to me for an extra $5,000 It's like goes to show like, we're very serious about your business. Like we really care about working with you. You're not just a number and a spreadsheet to us.
00:24:15 · David Senra, Rafael Vivas
[00:24:15] S0: Is this just like a persistence thing? Like I just read Ari Emanuel's new book and his whole thing, he's going to come on the show. One of the things I want to ask him is just like, does literally just calling people over and over again actually work? Because people do this with me. They're like, hey, I wanna get in touch with you. And they're like, I'm just gonna email you every day till you respond. It's like, you're getting blocked immediately. Like that's just not gonna work with me. [00:24:33] S1: If you just email people like nonstop, and just send them useless stuff, they're just going tune you out and as you said, you'll block them. I think what matters is you're persistent but you're always figuring out ways to deliver value for the customer. [00:24:45] S0: So give me an example of that.
00:24:45 · David Senra, Rafael Vivas
[00:24:45] S0: So give me an example of that. [00:24:46] S1: So it's a really funny story. So we're going to Miami after this and there is this guy called Nadir Khan. He run... He ran a business, an apps business out of out of Miami, sold it for a few $100,000,000. And it took me two years to get a hold of him. And every single time I'd reached out to him, it was about ways that they could make more revenue. Right? Whether it was like, hey, this level could be optimized or you should be showing ads here or like, hey, in this market, you're like, you're dropping the ball here. And there was this inside joke within their company, which was we wish we had a Rafael Vivas at our... You know, on our team because this guy is always, like, on top of things trying to help us become better. And eventually, he, like, responded back to me. He goes, you are one of the most persistent folks that I've ever encountered in my whole entire life. And after that, we started doing a lot of business together, and we helped them grow dramatically. [00:25:36] S0: Okay. So you're... It's not like, hey. I'm gonna keep bothering you, calling you, emailing you because I want something from you. I'm going to keep getting in contact with you and delivering value, and you'll just realize after I tell you six good ideas, hey, maybe I should take this call.
00:25:36 · David Senra, Rafael Vivas
[00:25:36] S0: Okay. So you're... It's not like, hey. I'm gonna keep bothering you, calling you, emailing you because I want something from you. I'm going to keep getting in contact with you and delivering value, and you'll just realize after I tell you six good ideas, hey, maybe I should take this call. [00:25:47] S1: Exactly. Right? And and also, it's not like a lot of times that, like, these people don't think that your ideas are good. It's just like they have other things going on. Right? It may not be the right time. They may not have the right people. It's important to always stay in their ear. Like you said, right? If you're delivering value, like, these people will eventually wanna work with you. [00:26:02] S0: What do you think are some of the other parts of AppLovin culture that's very different from the inside that you that you would compare to, like, some of the other companies that you may see?
00:26:02 · David Senra, Rafael Vivas
[00:26:02] S0: What do you think are some of the other parts of AppLovin culture that's very different from the inside that you that you would compare to, like, some of the other companies that you may see? [00:26:11] S1: The really big difference about us is like we are very, very hands on. That's what I touched on before, but like even Adam sometimes will set up campaigns or like we'll be checking in on these small clients. I would say like really just, like, giving a shit, like, really caring is one of the biggest things for us. And then also, like, would say, like, we lead with bad news internally. Like, you know, a lot of companies, like, know, they're like, hoorah. Like, you know, we had this. We did this thing and it's great for our business. But a lot of the internal AppLovin monologue is like, this sucks, this sucks, this sucks, this sucks. And then we just tackle it one by one to go and improve it. Would say those are really the two big things.