We don't want to change (our thinking).

I say I do, but deep down, I'm convicted.

It's challenging to be flexible in updating your mental models—to leave what isn't working and adapt to a better state.

I spoke with my grandma recently about this regarding religion. We like what's comfortable and the same.

We dislike being open and exploring new things.

Can we fight the urge together?
Can we be open to deeper truths?
Can we shed those things not helping us?

I'm going to try.

Enjoy this week's letter:

1. Post (curated from LinkedIn)  

When I first read of Ann's work, I was sold.

I was early in my career, and her book, Everyone Writes, gave me a headstart in writing and creating compelling content.

Back to her post: I agree that writing is thinking, and AI may be better after the first draft (or never - lol).

"Writing without AI lets us wander around the wilderness."

I find myself doing that frequently. And I then write something better than I had planned. Like speaking without a script.

The best insights (or writing) come from being in flow, which aligns with Ann's message.

Use AI if you must, but allow the flow (God/universe/energy) to lead you to where the creation should go.

"...let yourself wander in the wilderness a bit. It's worth it."

2. Marketing News

You shouldn't post links in your LinkedIn posts.

But if you do, there's a change coming. Your link thumbnail will decrease in size... "UNLESS YOU PAY US MORE MONEY" – LinkedIn.

If you sponsor a post with a link, the link thumbnail increases to look like an actual photo. Otherwise, it is tiny.

LinkedIn is making this change for two reasons:

1. Increase native posting (decrease links to outside assets)

2. Increase sponsored ad revenue

Do you see any of those reasons helping "us?" No.

That's why you need a newsletter, podcast, or website. DON'T BUILD ON RENTED LAND.

The news is about smaller thumbnails, but I hope you see the bigger picture: Social platforms are constantly battling users to extract more while giving less.

They aren't here to help.

Use them to build an audience, but please don't stop there.

Build on OWNED property.

3. Play of the Week

Ryan Renolds is a marketing GOAT.

When he and Rob McElhenney bought the soccer club Wrexham AFC, they spent their money on something other than ads or typical ways to grow.

They created a f*cking Hulu Show.

While I will likely dive deeper into that play, I want to focus on how United Airlines partnered with the club today. It's brilliant marketing.

Aside from being the front-of-jersey sponsor, United is finding unique ways to expand the collaboration's impact. Starting June 1, they are giving limited-edition amenity kits and pajamas to select travelers.

Scarcity, relevance, and conversation starter. United nailed all of it with this play.

"One thing that we're really focused on at United is expanding the definition of advertising," Schmerin said. "What is modern day advertising in a world when there are more ways than ever to ignore ads?"

Rather than settle for the typical "sponsorship" play, they upped the ante to stay culturally and contextually relevant in an evolving marketing landscape.

4. Quote of the week 

"Clear thinking becomes clear writing; one can't exist without the other." – William Zinsser (Writing Well).

Writing is thinking.
Marketing is thinking.
Life is thinking, dammit.

So, to improve at writing, marketing, and life, we must cultivate our thinking. The better we think, the better our outcomes.

That's why if I ran Kill Bill for marketers, I'd have them focus first on meditation, journalling, and even therapy.

If we can think clearly or see accurately (without biases), we can make progress on whatever matters to us.

While I think a daily writing practice is critical, it doesn't matter if your thinking is cluttered.

Focus first on untangling the mind.

5. Episode of the week 

What is marketing?

It's the first question I ask on every episode of my podcast.

I've never had to answer it...Until now.

To finish Season 2, I spend {insert time} discussing what I believe marketing is.

I also explain why marketing definition matters and foreshadow Season 3 ("which is the best one yet!"—every game show host's voice).

Listen here 👉 https://podcastonmarketing.transistor.fm/41

6. Life Idea

What do you fear most?

If your answer is nothing, you have a lot to fear. For me, my answer is simple: I fear a dark depression coming back over me.

As a sophomore in high school, I was ready to end my life.

I was battling an addiction, wrestling with high school politics, and sadly, at the end of my rope. This darkness rested over me daily.

How it left, I can't recall.

I just remember the darkness eventually leaving, like a never-ending storm, and the sun slowly shining again.

This fear is the reason I:

• Thank God every day for being alive (GRATITUDE)

• Meditate every morning for 20 minutes

• Run, life, or walk 1-2 miles daily

• Have men (and women) in my life I can lean on

• Accept the fact that living an honorable life is HARD

I don't think the goal is to have zero fears. I believe the goal is to face your fear and make it work for you instead of against you.

If you're afraid to die, read some Leo Tolstoy.

That's what I'm currently doing...

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This week (and past months) has worn me out.

Which is why I'm making my podcast weekly. Lol.

I hope you're well and able to begin enjoying summer.

Till next time ❣️