Strategy

“There’s a throughline where we are becoming more and more self-reflective culturally, so it’s less about aligning to mass appeal and more about finding your niche,, and so much introspective therapy-speak has come into our language. We’re drawing into ourselves more and more as a culture, so the natural conclusion is that personal brand will becom... See more

Strategy is fine in the meeting room, where everyone is listening and there isn’t any competition, but that isn’t the world where advertising has to work.

In the real world no-one reads the strategy, in the real world the advertising itself is all that counts.

It either stops people or it doesn’t, the strategy stops being relevant the minute they tur... See more

community = a true peer to peer network, which aids in the feeling of belonging but also in the sense of intimacy that's created when you're surrounded by people who share in your passions.

2. Want to Learn How to Build a Community? Go Work in Hospitality.

Now let’s flip it. Say you’re drawn to something softer but just as powerful: the art of connection. You want to know how to make people feel seen, appreciated, and part of something.

You want to understand experience design on a human level—how to craft shared moments that feel magi... See more

Stand for something that’s all your own. Help us find unexpected things and think unexpected thoughts. Don’t create for the algorithm (as tempting as it is to try and give it what it seems to want, to help your brand gain visibility). Don’t drift to the middle in search of eyeballs. Think bigger, more long-term, more societal-level, even. Do things... See more

If you dream of something worth doing and then simply go to work on it . . . if you think of, detail by detail, what you have to do next, it is a wonderful dream even if the end is a long way off, for there are about five thousand steps to be taken before we realize it; and start making the first ten, and stay making twenty after, it is amazing ho

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