Salmon Theory
A short weekly newsletter on compassion, clarity and creativity.
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🍣 5 ways to translate Byron Sharp to better socials
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...
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🍣 5 ways to translate Byron Sharp to better socials
Hey friend – Rob here. I like to describe myself as having been professionally born in the world of social and digital culture, but raised in the world of integrated marketing communications. Another way of putting it is by describing it as the anatomy of a strategy organism, whereby my backbone is integrated but my muscles are social by design. I get into weird analogies, so there’s two for you. Anyway, one of the blessings of having spent 6 years at VCCP was being exposed to the world of...
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🍣 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...
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🍣 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...
🍣 Changes are a–comin'
Hey friend – Rob here. I'm changing a few things on Salmon Theory from September onwards. Frequency. Paid readers will continue getting 1x newsletter edition a week, including: 3x sushi-sized articles to make wiser marketing decisions Access to 30+ exclusive practical guides, cases and summaries to stop spinning in strategyland Access to a private community where you can find a safe and responsive space Full access to the archive Free readers will start getting 1x newsletter edition a month,...
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🎭 Social may not always need to be 'on message' (and this is fine!)
I recently saw a good piece of evidence for why you might only need to be entertaining on social. Even if not always with a clear "takeaway message" (at least in brand building work!). The logic goes as follows. A 2021 study(1) looked at what happened that when people were exposed to ads without actively focusing on them. And they found people were 3x more likely to consider buying the brand compared to people who didn't see the ads. And they were also 4x more likely to actually choose the...
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🎯 How to discuss cool but off brief ideas
Someone recently mentioned this to me, and it's a good one. Basically, you're reviewing some work for a project, and it's cool, but not quite what you were hoping. Not because they're bad ideas per se, but they're not quite right for the problem you're trying to solve. So, here are a few practical tips to navigate this without pissing anyone off or feeling like you're out of order. (And by the way, if you do piss someone off, consider this more of a "they" problem than a "you" problem!)...
🍣 If you want memorable work, you need to do this first
Hey friend – Rob here. I'm still on holiday, probably not thinking about marketing (too much). But i got you covered here, plus with some more exclusive resources. This week is still coming from the newsletter archive. As of next week, i'm back with more ✨ original material ✨! Ok, let's get into it. If you want memorable work, you need to do this first At its peak, Crispin Porter + Bogusky lived and died by a thought: “Don't write the idea, write the news headline.” This is true for...
🍣 The one ingredient your strategic process needs
Hey friend – Rob here. I'm still on holiday, probably not thinking about marketing (too much). But i got you covered here, plus with some more exclusive resources. Next week will also come from the newsletter archive. And then i'm back with more ✨ original material ✨! Ok, let's get into it. The one ingredient your strategic process needs The game of strategy is a game of paradoxes. On the one hand, you want a very tidy and clear end product. On the other, the way you get there is anything but...
🍣 To get to a human truth, consider the humble meme
Hey friend – Rob here. I'm off on holiday, probably not thinking about marketing (too much). But i know you might be, so below are some pieces from the Salmon Theory archive. If you're eager for even more stuff, go read some of our exclusive resources. Next couple of weeks will also come from the newsletter archive. And then i'm back with more ✨ original material ✨! Ok, let's get into it. To get to a human truth, consider the humble meme Memes are more than time wasting. They're research and...
A short weekly newsletter on compassion, clarity and creativity.