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 case for marketing boredom
Argues that consistent, predictable 'boring' marketing builds more trust and long-term value than flashy viral campaigns chasing novelty.
The magic on socials is in the comments (here's why)
Comment sections are becoming the most authentic space on social media where real culture happens, offering brands new engagement opportunities.
Everything's an ad, so what's even real?
Explores how advertising has completely consumed modern culture, turning everything from celebrity careers to personal identity into marketing opportunities.
Why tf did Doja Cat just eat her lipstick at the VMAs?
Doja Cat eating lipstick at VMAs created viral MAC endorsement. Absurd spectacle beats polished campaigns in the attention economy.
AI makes the internet more dangerous than ever (so here’s what we do)
AI amplifies internet dangers through deepfakes, voice cloning, and sophisticated scams. Traditional safety cues no longer work in the AI era.
The Naked Gun: How a spoof revival proves that silliness sells
The Naked Gun revival shows slapstick comedy thrives online. Brands like Duolingo prove absurd humor drives engagement and viral marketing success.
UGC Ad callout - to most engaged subs only
The lie behind today's wellness economy
Wellness influencers monetize their bodies as content assets, creating unrealistic standards. Their full-time fitness routine isn't achievable for most.
“Identity before tactics” - what my boss taught me about building a personal brand.
Personal branding isn't about posting schedules—it's about amplifying your authentic identity. Choose which version of yourself to highlight online.
How your small business can ride the “shoppable content” wave
Shoppable content merges entertainment with commerce. Small businesses can leverage platform tools to reduce friction between inspiration and purchase.
AI fatigue is real (and I’ve got it bad)
Explores the growing exhaustion with AI tools and hype, leading to increased demand for authentic, human-made content.
The e-comm game has changed (here's everything you need to know)
E-commerce has evolved into multi-channel, social-driven experiences. Brands must meet customers everywhere with seamless, integrated strategies.