the newsletter, every issue.
Nine hundred and fifty editions of yap, sat in one place. One long read every friday morning. Always free.
Nine hundred and fifty issues.
Why chasing "originality" is a lie
Challenges the myth of originality in creative work. Argues all creation builds on existing ideas and explores how to overcome imposter syndrome.
Why you should take Tyler, The Creator's advice and “just put that b*tch out”
Tyler, The Creator's advice to 'just put that b*tch out' challenges perfectionism. Done is better than perfect for creative momentum and growth.
Why the grotesque is marketing gold right now
Body horror films are having a renaissance, reflecting modern anxieties about beauty standards, digital identity, and the commodification of our bodies.
In the age of infinite content, taste is intelligence.
Intelligence has shifted from accumulating information to curating it. In an age of infinite content, taste and discernment matter more than knowledge storage.
Launching into the void: a step-by-step survival guide for new product chaos
A survival guide for launching new products in today's fragmented media landscape, focusing on building momentum rather than hoping for viral launch moments.
An article in defense of messy content in an increasingly NPC world
Argues that overly polished content feels robotic in 2024, and intentional imperfection has become a way to prove authenticity and humanity online.
Why I'm not eating the Dubai-chocolate-Labubu-Moonbeam slop
Explores the rise of 'anti-consumption' culture where people brag about NOT buying trending products, arguing it's just another form of performative behavior online.
Meta’s AI ad tools are here, but do you really want to hand over the keys to your brand?
Meta's AI ad tools promise automation but risk losing brand control. Use AI for grunt work, not creative strategy - human insight still matters most.
When brand values break: What Kyte Baby taught us about misalignment and trust
Kyte Baby's PR disaster shows how brand values misalignment destroys trust. Consumers expect consistency between marketing messages and company actions.
Don’t bite the bait! Why online rage is all the rage right now
Why rage bait content dominates online and how anger is weaponized for clicks. Explores the psychology behind outrage marketing and its consequences.
The future is owned: why brands are building their own media empires
Why brands are building owned media empires instead of relying solely on paid ads. Owned media creates sustainable growth and reduces dependency on expensive ads.
Why the key to better ad performance is asking, "Would my sister give a sh*t?"
Stop throwing money at Meta ads without thinking. No amount of ad spend will fix a weak offer - focus on creating compelling value propositions first.