This is one of my pet peeves, brands competing and sending emails at the same time on the same day, in flowers it is every Tuesday and every Thursday (and even on some Sundays) - brand leaders please look up Subvert Category Norms or read the Choice Factory, please - I beg you!
How Costco convinces brands to cannibalise with them - Link What a super smart strategic pillar the Kirkland brand is.
The 30 challenger brands shaking up their industries - Link Oatly also stars in Friday’s week’s Must Reads.
The chain email that got venture capitalists interested pitch deck - Link What is old is new again, was is uncool, becomes cool.
Lucky China, missing the desktop computer revolution and how WeChat killed email popularity - Link
Improve email delivery rates (other than stop sending the same rubbish emails at the same time your competitors do like the flowers examples at the top) - Link
Spotify’s most recent exclusive podcast, TikTok star and her mom - Link Spotify also announced their launch of video podcasts. Think of the famous Joe Rogan style video first pods.
Why fashion should follow the sneaker playbook - Link The sneaker reseller market (think stockx) is huge and could really drive fashion recovery
Coca Cola lost a lot of revenue in Q2, was it down to lack of marketing and placed advertising nudges IRL, think of all the signs, the advertising in-store and when you are out eating and drinking - Link
Buzzfeed News exclusive on how Facebook staff are wrestling with the harm that Facebook has done at scale - LinkJust think about the impact Facebook has had and the money it has made from advertising.
Think newsletters don’t make money? The morning brew is on course to bring in $20m revenue this year - Link
How network effects and product-market fit helped Calendly growth explode - https://openviewpartners.com/blog/how-calendly-harnesses-plg-and-virality-for-growth#.XxmQmC2ZPOQ Calendly absolutely divides opinion, great for some, rude for others
Twitter confirms it is moving into subscriptions - Link Twitter needs to move away from its poor advertising product, Twitter’s sub model will mean more options for creators and move people away from Patreon and Substack
Here is why Twitter will think a sub ecosystem makes sense
This is a must-read for anyone in Growth, Marketing, and Product https://andrewchen.co/the-adjacent-user-theory/Why is this important? 1/ The Product Team builds for the core audience and ignores the fringe and users who are not in “action state” (the ones who have to take action or are in absolute need of the product, it’s the step further than need state) 2/Growth builds and develops for the users who haven’t hit action state or not convinced of the product (or product fit yet) and 3/ Marketing needs to capture as many users as possible and let the product take care of who wants and needs to use or buy your product. Growth optimises the experience. It’s important to know how to frame the issue and have clear lines of attack for each department.
Here is an image I created from my recent presentation 27 learnings that explain need states and action states.
Thanks and have a great weekend,
Danny - Focus Founder
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