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.
The Great Unfollow: Why younger audiences are ditching influencers for micro-experts.
Younger audiences are ditching mega-influencers for micro-experts with 10K-100K followers who offer authentic expertise and stronger engagement rates.
The Prompt Gap: why the future belongs to people who know how to ask
The Prompt Gap creates a new divide between those who can effectively direct AI and those who can't. Better prompting requires clear thinking and leadership skills.
Why performative intelligence is the new wealth
Intelligence has become the new social currency, with people performing intellectual superiority online as traditional wealth markers become unattainable.
Is ragebaiting actually a good marketing strategy?
Brands like Hennessy and American Eagle are using controversial ragebaiting tactics to generate engagement and viral attention, despite negative consumer reactions.
How Zohran Mamdani just redefined political campaigning
Zohran Mamdani won NYC mayor race through authentic digital campaigning, using cinematic content and cultural fluency instead of traditional political tactics.
An honest survival guide for creators
Creator survival guide covering brutal competition, messy monetization, and burnout challenges. Less than 5% of creators make full-time income from content.
How Meta made Ray-Bans uncool
Meta's partnership with Ray-Ban transformed the iconic brand from cool rebellion symbol to surveillance concern, highlighting how brand partnerships can damage reputation.
You're talking too much (and everyone's noticing)
Shutterstock's 2025 report reveals campaigns lose credibility after 3 messages. Single-focused campaigns across multiple formats deliver 40% more ROI than complex messaging.
Gen Z built the creator economy... and brands are still trying to rent it
Gen Z built the $250B creator economy through participatory digital culture, but brands keep failing by performing authenticity instead of empowering real co-creation.
The two faces of marketing: creating demand vs. exploiting it
Marketing has two faces: exploiting existing consumer demand through empathy, or creating new demand by manufacturing needs and desires people didn't know they had.
How to survive the Q4 marketing spiral
Q4 marketing creates a chaotic time warp where campaigns overlap, consumers are exhausted, and brands compete desperately for attention in an overstimulated cultural landscape.
How to market when the market says "no"
Provides marketing strategies for economic downturns, advocating for deeper connections over growth tactics when audiences lose confidence and trust.