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Salmon Theory

By Rob Estreitinho

Micro practical wisdom for marketers.

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πŸ“š Summary: 'Zen Mind, Beginner's Mind', by ShunryΕ« Suzuki

Hi friend – Rob here. Ever wanted to know more about Zen but it all felt a bit woowoo? Let's fix that. In this piece: a summary of 'Zen Mind, Beginner's Mind', by ShunryΕ« Suzuki. I read this book about a decade ago, struggling with grief, anxiety and depression. (And not knowing i was struggling with grief, anxiety and depression – fun!) It was, and continues to be, fundamental to how i operate now that i am healing. Let's get into it. πŸ“ Five punchy ideas: Always start stupid. Ok, so he...
7 days agoΒ β€’Β 3 min read
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🍣 Comms planning; Diligence, not dogma; AI can do a lot of your work (but...); What your soul needs++

Hey friend – Rob here. Ok, so i'm totally obsessed with Taskmaster. I actually wrote big chunks of this newsletter while watching it and eating cashews. There should be a workshop on problem solving based on that show alone. Anywho. This week on Salmon Theory: Blindness. I summarised 'Wilful Blindness'. I LOVED this book. I think you'll like it too. Burgers. I summarised McDonald's IPA Paper. And now we're both hungry. Comms. Comms Planning 101. Loads of folks seem to be asking about this. So...
7 days agoΒ β€’Β 5 min read
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πŸ› οΈ Guide: Comms Planning 101

Hi friend – Rob here. Let's talk about Comms Planning 101. A fair few people have messaged me about this. And it's a part of the discipline i think (still) doesn't get enough love. So let's put down some foundational principles to how i've seen it done well. Let's get into it. 🚨 Problem: People confuse comms plans with media plans, which means most comms plans end up looking broadly the same. πŸ’‘ Solution: Combine audience barriers, roles of comms and media thinking to get the most out of any...
9 days agoΒ β€’Β 3 min read
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πŸ“Š Summary: McDonald's IPA Effectiveness Award (Gold)

Hi friend – Rob here. Today in Salmon Theory+: a summary of McDonald's IPA Effectiveness Award (Gold). This is a summary of the first principles behind the work. For the full data and story, check the IPA paper. (Sadly i can't distribute the original!) Let's get into it. 🚨 Problem: McDonald’s was facing declining sales, visits, love and trust scores in the UK due to negative public sentiment and new competitors. πŸ’‘ Solution: They established a new brand-building model based on three timeless...
9 days agoΒ β€’Β 1 min read
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πŸ“š Summary: 'Wilful Blindness', by Margaret Heffernan

Hi friend – Rob here. Today in Salmon Theory+: a summary of 'Wilful Blindness', by Margaret Heffernan. This book is a rare breed that: Is well written Is compelling Is not repetitive Most books are glorified blog posts. This one is anything but. Let's get into it. πŸ“ Five punchy ideas: Wilful blindness is what happens when we refuse to accept uncomfortable truths. Most of the time, we don't do this because we have bad intentions. It's that we crave comfort, conformity and certainty. And a...
9 days agoΒ β€’Β 2 min read

🍣 Alchemy; Social effectiveness; Cadbury

Read the archive | Subscribe to Salmon Theory | Upgrade to Salmon Theory+ Hey friend – Rob here. Here's what went live recently on Salmon Theory+. As a reminder, by upgrading you'll get each week: 1x micro book summary with practical implications for strategy work 1x micro strategy template so you can do strategy even if 'not a strategist' 1x micro effectiveness case study so you can grow your street creds at work The full archive is here. Let's get into it. πŸ“š Strategy Shortcuts: Alchemy Just...
13 days agoΒ β€’Β 2 min read
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πŸ“Š Summary: Cadbury's IPA Effectiveness Award (Grand Prix)

Hi friend – Rob here. Today in Salmon Theory+: a summary of Cadbury's IPA Effectiveness Award (Grand Prix). This is designed for you to get the gist of what they did. For the full data and story, check the IPA paper. (Sadly i can't distribute the original!) Let's get into it. 🚨 Problem: Cadbury's equity was in decline after a hostile takeover, too much reliance on new product development, and generic brand communications. πŸ’‘ Solution: Focus on Cadbury's core product, Dairy Milk, and its...
14 days agoΒ β€’Β 1 min read
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πŸ“š Summary: 'The Body Keeps The Score', by Bessel van der Kolk

Hi friend – Rob here. Today in Salmon Theory+: a summary of 'The Body Keeps The Score', by Bessel van der Kolk. One of the first books my therapist recommended to me, years ago. And reader, i have to say it fundamentally helped rewire my brain around the topic of chronic stress. Which is good news, because that might be one way of defining strategy. The "rewire brains" part, not the "chronic str"... actually, never mind. Let's get into it. πŸ“ TL;DR: Your business is probably underreporting its...
14 days agoΒ β€’Β 6 min read
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πŸ“š Summary: 'Alchemy', by Rory Sutherland

Hi friend – Rob here. Today in Salmon Theory+: a summary of 'Alchemy', by Rory Sutherland. (As voted by the always trustworthy Friends of Salmon Theory!) Three reasons i love this book: It's Rory Sutherland's machine gun tone, except in written form Therefore, if your brain synapses like going wild (βœ‹), it's a cognitive treat And it's packed with loads of validation if you're not always, erm, logical Let's get into it. πŸ“ TL;DR: Treat testing and learning as a series of tiny things Mine...
14 days agoΒ β€’Β 6 min read
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🍣 Power, choice architecture and social effectiveness

Read the archive | Subscribe to Salmon Theory | Upgrade to Salmon Theory+ πŸ”“ Get more clarity in less time Thanks for reading the free version of Salmon Theory. For the full fat experience, you should become a paid subscriber. You'll unlock: Micro book summaries Micro strategy guides Micro case studies (with results!) Full access to the archive Private community access Sweat as soy sauce soaked sashimi, and you can probably expense it as work research. Sounds like your bag (of fish)? Join 100s...
14 days agoΒ β€’Β 7 min read

Micro practical wisdom for marketers.

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