Hi Reader, The election is over, but the days (or weeks) leading up to it can leave us with a lingering buzz of tension. That sense of high-stakes urgency can make it tough to settle back into a business-as-usual mindset. So today, let’s look at a few practical strategies for staying grounded in our work—even when external events have everyone a little on edge. Inspired by Gerd Gigerenzer’s Gut Feelings, here’s a playbook for clear, focused decision-making, especially when the world around us...
about 2 months ago • 4 min read
Hi Reader, This weekend, I had a classic “micro-moment” experience at a vegan café in Beacon, NY. The cashier seemed bothered by our questions and made us feel like we were a hassle just for ordering. After we got a cappuccino that was as disappointing as the service, we walked out feeling crummy. But right next door, the wine shop owner turned the whole day around. Not only was he genuinely helpful, but when we mentioned our café experience, he even apologized on their behalf. That one small...
about 2 months ago • 4 min read
Hi Reader, Ever come across a brand that’s got everything going for it—great product, solid reputation—but the website just doesn’t quite land? That’s how I felt about The Farmer’s Dog. They’re doing amazing things with fresh, healthy pet food, but their copy could use a little extra polish to connect better with dog lovers. And this isn’t just a one-off issue. Lately, we’re seeing a trend where brands invest heavily in product development but don’t match that effort in their messaging. It's...
2 months ago • 4 min read
Hi Reader, You ever notice how some websites just work? It’s like they know exactly what you want, and you’re hooked from the first click. The thing is, it’s usually not because they’ve done something huge or flashy—it’s the little things most people overlook. And here’s the secret: those small tweaks? You can knock most of them out before your morning coffee kicks in. Get them right, and you’ll be amazed at how quickly visitors start sticking around. Let’s talk about the five most common...
2 months ago • 3 min read
Hi Reader, I keep talking to founders who know they should be putting out video content, but the second they hit record, everything falls flat. They’ve got good ideas, they’re hyped… and then—crickets. It’s like, “I’m doing everything right, why isn’t this working?” After a few tries, they throw up their hands and go, “F*ck it, maybe video’s not for me.” If you're going to read anything this week: Here’s what I see time and time again: The problem usually isn’t the content—it’s how the video...
3 months ago • 2 min read
Hi Reader, Marketers, salespeople, and founders share a common goal: understanding what customers really think. We’re all looking for the key to persuading them to love our brands and products. There’s plenty of neuroscience, psychology, and expert advice from successful entrepreneurs. But sometimes, the most effective approach is the simplest—learning to read between the lines. With practice, we can sharpen this skill and get closer to what really matters to our customers. If you're going to...
3 months ago • 3 min read
Hi Reader, Annoying fact: We love a playbook. A blueprint for how to replicate success. It's not that we are against hard work. What's tough is the uncertainty. We can hire an influencer and get no sales. We can create a ton of content and get no engagement. Our goal is to smooth out that ride without losing a bunch of cash and time. Today, let's look at a brand and take a stab at helping it grow. First, I want to give credit. Andrea Bosoni runs the newsletter Zero to Marketing, where once a...
4 months ago • 6 min read
Hi Reader, Over lunch, I asked a new friend about his approach to his branding agency. Their website is ideal; I'm jealous. With an agency named Off-Menu, the goal is to cook up relatable but different. Relatability is slept on even though it's a key ingredient to brand success. Relatability is engagement. If you're going to read anything this week: What does it mean to be relatable? It's the art of connecting with others on a personal level. Our brands are capable of making these...
4 months ago • 3 min read
Hi Reader, Brands have pressed paused on the growth-at-all-cost era. We're still running some paid ads, but we've scaled back. Now, we're focusing our energy on holistic brand building. Organic growth is back in style. Slow and steady wins the race. As the content schedules ramp, try to remember to stay true and stand on business. If you're going to read anything this week: It's easy to get swept up in trying to achieve a side quest instead of the mission. Brands want to go viral; they want...
4 months ago • 3 min read