Why ‘Garyoke’ is Marketing’s Holy Grail
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If you’re an HBO subscriber or pirate, then you may enjoy watching one show because of how it depicts an awkward nerd’s attempt to change the world with a billion-dollar idea. That show, of course, is “Veep,” and the nerd is Gary, played by Tony Hale. What, you thought it’s “Silicon Valley?”
“Veep” shows the real vision — and Gary embodies the dream — of so many entrepreneurs and venture capitalists right now. Gary is the title character’s body man, the one who has everything for the vice president the moment she needs it. What’s most impressive about him, though, is his memory. He knows at least some salient information about everyone his boss has ever met or could meet. Just as she makes eye contact with another person and needs to greet them, Gary literally whispers their name and their most important personal or professional details into the vice president’s ear. It’s a game affectionately or mockingly dubbed “Garyoke.”
Don’t mock Garyoke. The most literal embodiment of Garyoke today is Google. Most importantly, it’s where Google is going, not where Google has been. If Google continues to be one of the world’s most successful companies into the 2020s, it’s because it will have mastered Garyoke.
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