∞

If you’re not going to put any effort into creating the ad, why should anyone put any effort into clicking on it?

∞

Strategy is decision making. Foregoing optionality and choosing a path.

Strategic thinking doesn’t ignore the systems all around us, or the trade-offs that scarcity and competition require. Instead, it embraces them.

-Seth Godin

The trade-off is the strategy.

∞

Be unreasonable.

In every idea you pitch, find at least one aspect of it that you’ll defend to an unreasonable degree.

If you can’t find one, you need a new idea.

∞

Don’t double down on a concept that hasn’t proven itself by just adding another channel.

Channels amplify, they aren’t magic.

∞

Don’t confuse measurability with impact

∞

Counterpoint, the magic of the Venn diagram is in the overlap.

∞

For many, the goal is multi-hyphenate status.

The 8-in-1.
The everything app.
The operating system for x.
The only y you need for z.
At least an & in the solution list.

But sometimes being really, really, really ridiculously good at one thing is enough.

∞

Fed rate 📈
Consumer confidence 📉

Geopolitics and inflation get called out in both releases, a potent mix for negative emotional contagion.

Q4 will be interesting as the Fed reports:

While uncertainty remains elevated…domestic spending has been resilient

& the Conference Board says:

Consumers still anticipated their household incomes to rise, but less so compared to previous months

Add in midterm election season and I’d say we’re in the midst of a negative hype cycle.

Will shoppers go with austerity or retail therapy?

∞

Carry no illusions about what you are doing.

The line between marketer and carnival barker (like the one between edgy comedian and asshole) is thin.

It’s a tripping hazard.

∞

Don’t play coy.

Say what you are (as you see it).

We live in a 6 seconds or less world, don’t waste seconds (or minutes (or, god forbid, days / weeks / months)) making your customer work to categorize you.