Salmon Theory
Become a more thoughtful thinker through compassion, clarity and creativity.
🍣 Your brand is too much of a perfectionist
🦍 Brought to you by IdeaApe Make sense of what reddit is saying about anything, at lightning speed. No monkey business, just smart GPTs using brand strategy frameworks to help you make sense of the unvarnished opinions of real homo sapiens. Plus, if you sign up with the code 'SALMON', you get 10% off your subscription. *does ape-like gestures to demonstrate what a good deal this is* (Don't forget to add 'SALMON' at checkout!) Hey friend – Rob here. Welcome to Salmon Theory, a strategy...
🍣 10 short ideas for stressful times (plus a deal)
(603 words) Hey friend – Rob here. Is it an overstatement to say smart, memorable quotes saved my life? I don't think it is, if you read "save" as "gave me the clarity i needed to not spin out of control every other day". That is the primary reason i started Salmon Theory, to help project that feeling into the world as best i can. By sharing ideas that are easy to mind, and therefore much more likely to stick around and be applied. So, in this short email, i got two things for you. First, a...
🍣 162: Strategy team memes
👋 Need help with your campaigns or content? I can help y'out, just email me at rob@salmonlabs.co. Salmon Labs is the strategy studio that helps savvy brands swim upstream. 100% salmon. 0% spam. Rob Estreitinho Find me on LinkedIn Book a 1:1 call Read this on the web Hey friend – Rob here. As i type this, i am reflecting on what has been a couple of fruitful weeks, in terms of new (inbound!) business leads, perhaps proving the point that 6 months of speaking to people and refining my offering...
🍣 161: AI and strategy solitude; Binet, Field and busting feeds; the future of research; sharp quotes +++
Read this on the web Hey friend – Rob here. Welcome to the 161st edition of Salmon Theory, a weekly newsletter on compassion, clarity and creativity. Last week i held my first editorial board of directors sort of meeting, with Salmon Theory+ members, and i have to say i was a bit nervous but got a lot out of it – so thank you for those who managed to make it! It was useful to hear from folks that the real value of this newsletter isn't so much in fulfilling existing demand (what do you need...
🍣 160: Male code red
Read this on the web Hey friend – Rob here. Isn't it funny to see when men become all insecure on LinkedIn, and the more questions you ask, the more aggressive they get, and the more insecurity they're projecting? I don't know about you, but i've had enough of seeing men going from having dicks to being dicks in the name of "asking questions" and then behaving like victims when others women have the audacity to call them out for once. This matters of course because it's been a flurry of news...
🍣 5 problem statements that are sharp as hell
Hey friend – Rob here. There are many tropes in the strategy and advertising scene, but none of them is more important – and in my experience, more elusive – than the whole thing about "we should find the problem behind the problem". The thinking is straightforward, basically when clients give us a brief, they've identified a problem within their business, but you see, the real problem is often something that is born out of an outside-in view, i.e., our job. Part of me has always found this a...
🍣 159: Build equity, not engagement
Hey friend – Rob here. This week on Salmon Theory: The importance of winning in decades How to make sense of the Met Office x Giphy partnership Wind-related wisdom on receiving client briefs If you've missed previous editions, you can read the archive here. And if you've not already, don't forget to join our private community. Alright, let's go in 3, 2, 1... 1. Decades. "Never try to win the moment at the expense of the decade." Shane Parrish One of the great lessons i have been learning...
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🍣 What sort of winning are you interested in?
Hey friend – Rob here. This past week has been a good reminder of the importance of instincts when running your own business. I've written, recorded interviews, done market research (expansion baby!), connected with other indies for advice (giving and receiving!), started content collab chats, nurtured consulting leads. All while doing consulting on social media strategy, integrated campaign work, a "let's win at Cannes" sort of brand brief, awards submissions, and an earned media campaign...
🍣 The potential of strategic polytheism
Hey friend – Rob here. If you're receiving this, it means you've invested in Salmon Theory+, either recently or from the start. For that, i will be forever thankful, and working to make this the most valuable resource i possibly can. As a reminder, on top of the content we publish, we have a private community with a 96.57% response rate. I'd love to see you there. Now, let's get onto this week's slices. ICYMI, recent guides include: How to discuss cool but off brief ideas How to think about...
🍣 How to not become a dinosaur
Hey friend – Rob here. Holiday was cool, i've probably eaten half my weight in fish. But i've missed typing things, so here i am. ICYMI, i'm making some changes. Now, without further ado... Previously in "stop spinning in strategyland" These are words i came up with my business coach, and i love them. They're why we need more practical stuff and less philosophical pondering in strategy. So, fresh out of the oven, two new practical guides to help you be smart without losing your sanity: How to...
Become a more thoughtful thinker through compassion, clarity and creativity.