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.
Honey, I shrunk the headlines!
AI and politics dominate marketing conversations, creating content fatigue. The solution is breaking the loop by zooming in on micro-trends or zooming out for meta perspectives.
When metrics become monsters
Obsessing over marketing metrics can break them, following Goodhart's Law. When metrics become the mission instead of guides, brands risk dashboard success but real stagnation.
Reinventing the micro-ritual
Traditional marketing rituals are fragmenting in the attention economy. Brands must focus on micro-rituals - tiny repeatable actions that anchor daily life and build lasting habits.
What brands can learn from the good ol' hotel pen
Hotel pens were genius marketing because they served utility first, then became circulating brand ambassadors. Modern brands are reimagining merch as media.
In defense of the ever-perfect zine
Makes the case for zines as powerful offline marketing tools that build authentic community connections in an increasingly digital world.
Pilates, power, and the politics of the feed
Explores how fitness trends like Pilates and internet slang carry hidden political ideologies through social media algorithms, shaping consumer behavior and cultural values.
How to grow your content, your follower count - and your confidence
Growth expert Jony Lee shares insights on building follower count, content strategy, and creative confidence while overcoming perfectionism in content creation.
What’s the aspirational cringe economy, and why should you care?
The aspirational cringe economy thrives on hate-watching content that's embarrassing yet oddly compelling, turning viewer disgust into engagement and creator profit.
Everyone's reluctant to post (and the platforms have noticed)
Reveals how declining user posting is forcing platforms like Instagram and Snapchat to pivot toward private sharing and DM features.
TikTok’s algorithm at a crossroads. So what's next for the app?
TikTok's forced sale could fundamentally change its recommendation algorithm, potentially ending the era of viral content for unknown creators and making feeds less weird.
Posting "just because" is going extinct
Explores the death of casual social posting due to anxiety and vulnerability, mourning the loss of authentic, low-stakes content sharing.
Screenshots can be your brand's secret weapon (but only if you know how to wield them)
Screenshots are the ultimate content currency that crosses platforms effortlessly, but brands need to use them authentically to avoid looking fake.