the newsletter, every issue.
Eight hundred and eighty-five editions of yap, sat in one place. One long read every friday morning. Always free.
Eight hundred and eighty-five issues.
Romance is so back. Marketers should pay attention.
Romance and yearning are trending as people romanticize daily life. The shift from cynical to earnest creates new marketing opportunities around aspiration.
Marketing has a new It Girl.
Aspiration has replaced authenticity as marketing's new approach. Brands offer polished escape and elevated lifestyle instead of performative relatability.
"This is my year to start posting." No it's not. But here's how to actually make it happen.
Most people fail at posting consistently because of perfectionism and imposter syndrome. Start with mediocre posts that go up regularly rather than perfect posts that never happen.
4 tips for never running out of content ideas (even in 2026)
Content ideas are everywhere if you know where to look. Scroll with purpose, look outside your niche, use AI for brainstorming, and remix what works with your own voice.
How the food delivery industry is changing *everything*
Food delivery represents the broader trend of trading culture for convenience. We're digitizing experiences that used to require human interaction and physical presence.
Your brand needs a social show. Here’s how you build one.
Social shows are entertainment crafted like TV for your feed. Build recurring characters and simple storylines to create genuine connection with niche audiences.
Authenticity died a while ago. Long live... whatever comes next, I guess?
Authenticity as a marketing strategy is dead from overuse and AI skepticism. Hyper-specificity and genuine transparency are replacing broad relatability.
We are all the Nihilistic Penguin
A 2007 Herzog documentary clip of a confused penguin became 2026's biggest meme. It represents both burnout and individualism, showing how we find meaning in strange places.
Yes, everything is collapsing, but have you considered collapsing in style?
Apocalypse Aesthetics turns doomsday prep into Instagram content. Brands are capitalizing on collective anxiety by selling stylish emergency supplies and luxury bunkers.
The era of mass virality is old and grey (and what will replace it is far more complicated)
Mass virality is dead. Success now means sparking conversation across multiple niche communities simultaneously rather than dominating one platform.
The rise of wellness anarchists: Why fitness culture's bad boys are actually refreshing
Wellness anarchists are rebelling against fake fitness culture with chaotic authenticity. They show you can be fit AND flawed, challenging perfection standards.
How Heated Rivalry became the show everyone can't shut up about (with basically zero marketing)
Heated Rivalry exploded from 30M to 324M views with minimal marketing. They leveraged existing fans and organic word-of-mouth instead of ads.