🍣 Start at the bottom

Yes, it's a butt reference.

Hey friends,

I’ve recently been painstakingly learning that a weak back is the sign of weak glutes.

Can’t help but wonder this is a fantastic analogy for top and bottom of funnel comms.

If the bottom of the funnel isn’t effective, don’t try and fix the top first.

Start, literally like Drake said, at the bottom.

On with the slices!

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1/ Cultural add > cultural fit

I first published this about a year ago:

“Underrated skill: be fun to work with.”

To which Jack Garfinkel wisely replied:

"That's nice, but be careful if it leads to exclusionary hiring."

He was absolutely right.

And it led to a wonderful debate with other smart minds.

So, i still believe being fun to work with can be a great asset.

But a few nuanced bits worth pointing out:

1. Not everyone you hire will want to bring their fun selves to work

2. But for those who do, give them the space to express just that

3. ‘Cultural fit’ is not nearly as important as ‘cultural add’

(Share on LinkedIn)

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2/ Bend your mind to your will

One hell of a piece of advice, via

Alex Morris

's newsletter:

“Underthinking? Read about it. Overthinking? Write it out.”

This is why reading and writing feel so powerful.

They can literally get you to bend your mind to your will.

People assume we write to *express* how we feel.

I believe we write to *understand* how we feel.

Quite different things.

(Share on LinkedIn)

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3/ The real test of a social idea

The two most important questions of any social idea:

1. Why would people care?

2. Why would people share?

These are your big strategic questions.

Best practices are tactical considerations for later.

Nail the fame stuff before the formats stuff.

(Share on LinkedIn)

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B-b-b-b-b-bonus section!

Below the break, exclusive slices on:

• Is your brand truly distinctive?

• Do strategists need optimism?

• Is Faux OOH fair game?

• What do Sith and gurus have in common?

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