Muhammad Ibrahim

Getting really great is a waste of time.

Focus on discovery

When you can’t be everywhere, optimise for discovery — you want to be the brand people talk about in the group chat, bring up at dinner or the one friends say is doing interesting things. Oversaturated and everywhere feels tired and a bit desperate. Small, thoughtful and considered feels fresh and cool. People share brands that... See more

If you aren’t getting people’s attention, you disappear and don’t matter anymore, so you feed the abundance with your own posts, keeping the cycle going (unless you’re smart enough not to care anymore, but who are those people?). Most of us just keep adding to the abundance, while trying to get attention – the most valuable commodity today.

95% of content consumption is procrastination disguised as productivity.

Most people waste hundreds of hours consuming “just-in-case” content because it’s “interesting.”

Instead, you should consume "just-in-time" to answer a question keeping you from moving forward.

If you’re working with start-up budgets and you’re not buying media, the glossy “big campaign” really has nowhere to live but your homepage and social, ditch the shoot in Portugal and instead focus on capturing social first content that’s curated. Give your channels a point of view and a repeated format - make the style instantly recognisable -... See more