VaynerX PAC Framework

Gary Vaynerchuk's PAC Framework explains how to understand and capitalize on attention as the most mispriced asset in today's market.

Core Concept

• Attention is the universal currency everyone needs to achieve their goals
• The framework focuses on two main pillars: Platforms and Culture
• Goal is to identify underpriced and overpriced attention opportunities

Platforms Component

• Focuses on top 25 platforms that command people's attention
• Key considerations:
  • What features are they developing
  • How do their algorithms work
  • Understanding platform-specific behaviors (e.g., YouTube Shorts vs regular YouTube)
  • What are users doing on each platform
• Constantly monitors changes and evolution of platforms

Culture Component

• Tracks cultural elements that drive attention:
  • Current slang and language
  • Topics of interest
  • People of interest
  • Trending conversations
• Uses tools like Break The Web to monitor cultural pulse
• Focuses on understanding what people "give a fuck about"

Execution Strategy

• Evaluates opportunities based on attention pricing
• Example: Super Bowl advertising
  • Most underpriced media ($7-8M for 130M engaged viewers)
  • Success depends on creative execution
  • Must consider total cost (talent, production, media buy)
• Tests rather than guesses
  • Low cost experiments to validate assumptions
  • Focuses on execution over prediction
• Requires understanding both platform mechanics and cultural relevance

Framework Application

• Must develop "swiss army knife" approach
  • Don't rely on single platform or method
  • Diversify attention sources
• Constantly monitor for mispriced attention opportunities
• Execute quickly on identified opportunities
• Focus on both where attention is and where it's going