the newsletter, every issue.
Nine hundred and forty-nine editions of yap, sat in one place. One long read every friday morning. Always free.
Nine hundred and forty-nine issues.
content repurposing: post it again (the strategy almost nobody uses)
The highest-leverage repurposing strategy is the one nobody uses: repost your winners. The maths of reach, the three-month rule, and the repeatable content system underneath.
linkedin marketing: how to win on linkedin without being cringe
LinkedIn marketing is just good content marketing: human stories people care about, posted daily. The barbecue test, the daily system, and the truth about teaching content.
user generated content: how to get strangers selling for you
What user generated content is, why it works, what it costs in 2026, and how to brief creators without killing the authenticity that makes it sell.
Are brands ghosting Pride Month in 2026
Corporate brands are retreating from Pride Month in record numbers and it is not a coincidence. Marketing teams are choosing safety over solidarity, and Gen Z and Millennial consumers are watching closely. Here is why safe marketing is dead marketing.
The corporate office is the new haunted house
The haunted mansion has been swapped for a fluorescent-lit office. A new cultural subgenre called Institutional Gothic is dominating pop culture right now, and it tells us a lot about what consumers actually want from brands. Here is what it means for your content strategy.
The feed has robbed us of intuition (here's how to get it back)
The social media feed has intercepted the trial-and-error loop that used to build human intuition. Constant, conflicting expert advice has trained us to distrust our own instincts, and the result is cognitive paralysis. The brands that win next will be the ones that hand control back to the consumer.
The algorithmic void of ultra-fast fashion
Shein isn't a fashion brand. It's an algorithm that turns clothing into content and outsources the damage to underpaid workers and overflowing landfills. This piece breaks down how ultra-fast fashion weaponised social media, why the slow fashion counter-narrative collapsed, and what that says about consumer culture.
The Ordinary just set up a stall selling £305 avocados (and it's some of the best anti-marketing we've seen)
The Ordinary built a fake luxury supermarket and sold an avocado for £305. It's a brilliant piece of anti-marketing that exposes the deceptive language beauty brands use to inflate their prices. And it permanently changes how shoppers see every luxury skincare counter they'll ever stand in front of.
We've turned our friends into coworkers
We've started running our friendships like a business. We schedule coffee weeks in advance, talk about emotional bandwidth like it's a data plan, and quietly calculate the ROI of every relationship. This piece is about how corporate logic crept into our private lives and why showing up anyway is the only radical thing left.
Help! My olive oil is trying to become a vase!
The most valuable advertising space in 2026 is not a billboard or a TikTok feed. It is your kitchen counter. Brands have figured out that if they make their packaging beautiful enough to double as home decor, you will never hide it in a cupboard again.
The internet is officially a psychological thriller
The internet has gone from dodgy spam folders to AI voice clones, deepfakes, and algorithms designed to keep you scrolling until 3am. Both the technology and the creators using it are manufacturing reality for profit, leaving us burnt out and cynical. Media literacy is no longer a nice-to-have. It is active digital self-defence.
Algorithmic mysticism is on the rise; should we be trading cold data for corporate magic?
The internet was supposed to make us more rational. Instead, it has become the world's best engine for mysticism and meaning. For marketers, this digital re-enchantment signals a shift from cold optimisation to building brands with narrative, ritual, and depth.