Work

A true personal brand is about being of service. If you have something to offer the world, it's selfish to keep it to yourself.

And if you can honestly project how you serve people, then there's nothing salesy or cringey about it.

A personal brand is the directing of attention, and it's something you have to take responsibility for. It's hard work, ... See more

“Success in communicating online most often has less to do with social media trends and tactics and more to do with doing the right thing offline.”

Seventy-five percent of the content marketers create is useless and created out of habit.

If you pay attention to the right kind of weird, it will tell you where old values are crashing into new ones, and those new values are what you can build the future on top of. The most successful brands tapped into our new values before we even had the words to describe them, and they got an outsized return by betting on them early.

The inspiration was decidedly “off-algorithm” (a concept we’re seeing more and more). They pulled from movies like Elf and 60s Batman for visual inspiration. The results: forced perspective shots and that classic city-climbing look that feels immediately familiar.

In the coming years, we will see more and more people publicly embody contradictions, and that will make it hard to categorize them in the algorithm of our minds. We will be forced to find beauty in the weirdness we’ve tried to optimize away. Merriam-Webster named authentic Word of the Year in 2023, but on the eve of 2025, it turns out we’ve been i... See more

Consumers participate in aspirational culture without participating in the aspirational market.

Creative volume is more important than ever, from organic posting to testing for ads; integrating better concept ideation is crucial for brands to succeed, we want to be a key resource for you.

Fewer mission statements please, more mission questions.