Apolline Daimaru

The hardest thing is making anyone care.

In the Renaissance, a Florentine merchant could sponsor an artwork that would matter for centuries. In the early days of the American republic, a pamphlet could catalyze revolution. Today, even the most earnest Substack post risks being skimmed between an AI-generated video essay and a TikTok about luxury too... See more

100%! This sort of hyperindividualism doesn't necessarily lead to a more productive, happier society. We work together, each with our own roles in teams and communities for a reason.More startups also means less funding/company, riskier credit, more failures, etc. Feels like a disastrous cycle for most vs. value creation.Yes, the cost of creating p... See more

while consumers might buy a product once because of a trend, they’ll buy a product twenty times because of a feeling. Ultimately, it is that ability to evoke a feeling in customers that creates the highest impact and value.

A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.

Second, be single–minded. At Oatly, when we got around to talking about ourselves (which happened often but not always), we kept the message stupidly simple. Because if you want people to remember your brand, you can only tell them one thing.

First, care about your audience more than you do about yourself. For us, that meant being entertaining took precedence over being informative.

By acknowledging this indifference, it gave us a much better opportunity to make a connection by meeting our audience where they’re at. “We know you’re probably not thinking about oat milk right now. If we weren’t getting paid to do so, we wouldn’t be either...