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Salmon Theory

By Rob Estreitinho

Short tasty morsels to sharpen your marketing.

🍣 5 ideas you may have missed (Jan 2024)

I started the year re-invigorated to turn Salmon Theory into a 10x more valuable resource. Part of it involves doing more focused daily editions. But also i appreciate daily might be a lot for some. So, if you're struggling to read all of it, fret not. Below are the key bits that resonated with folks this month. Based on a mix of open and click rates, so you know it's the real deal. An internet friendly Top of the Pops. Let's get into it. 1. Sharpen your presentations with this simple...
18 days ago • 5 min read

🍣 Statistics is a knife that cuts on both sides

Salmon Theory is a short newsletter that helps you sharpen your marketing. You can also read this in your browser. Was this sent to you? Subscribe here. Hi friend – Rob here. Most brand strategy boils down to three axes: Market truth Human truth Brand truth Cultural truth can be bundled into market or human.) Which raises two interesting questions: What is truth? Can you have more than one? My take: truth is highly contextual and yes multiple things can be true at once. Nassim Taleb...
about 3 hours ago • 1 min read

🍣 How to empathise with 'bad' work

Salmon Theory is a short newsletter that helps you sharpen your marketing. You can also read this in your browser. Was this sent to you? Subscribe here. Hi friends – Rob here. Years ago, i interviewed Zoe Scaman for Salmon Theory. What a conversation that was! In it, she said this: There’s often no clear delineation between advertising problems, organisational problems, product problems." She was talking about the role her company Bodacious plays with organisations. But it's a valuable...
2 days ago • 1 min read

🍣 The mistake we all make when evaluating work

Hi friend – Rob here. Do you ever feel like we over-explain things? That's today's topic. Susan Sontag said this about art critics in her time: The old style of interpretation was insistent, but respectful; it erected another meaning on top of the literal one. The modern style of interpretation excavates, and as it excavates, destroys; it digs “behind” the text, to find a sub-text which is the true one." I can't help but wonder that this is what we do in creative reviews. Or with online...
5 days ago • 1 min read

🍣 Strategists don't get better

Hi friend – Rob here. I've always been a fan of what Richard Huntington says: Strategists don't get better, they just get faster." It feels like a counter-intuitive view of success, but it works. In a very meta twist, this is why i love a good one-liner. Or a good one-line paragraph. Or indeed, a good shortcut. It forces you to simplify to an extreme. At work, this is pretty handy too. You get a brief. You read it. You research things. You start making sense of it all. Discuss what sense the...
6 days ago • 1 min read

🍣 10 ways to win your strategist's heart

Hi friend – Rob here. Yesterday we looked at what composer Tina Davidson said: Let your heart be broken. Allow, expect, look forward to. The life that you have so carefully protected and cared for. Broken, cracked, rent in two. Heartbreakingly, your heart breaks, and in the two halves, rocking on the table, is revealed rich earth. Moist, dark soil, ready for new life to begin." And we covered how to break your strategist's heart. Today, let's talk about how to win their heart instead. It...
7 days ago • 1 min read

🍣 10 ways to break your strategist's heart

Hi friend – Rob here. Welcome to Salmon Theory, a daily newsletter to help marketers like you sharpen their minds. You can also read this on salmontheory.email. Let's talk about heartbreak. Composer Tina Davidson wisely says: Let your heart be broken. Allow, expect, look forward to. The life that you have so carefully protected and cared for. Broken, cracked, rent in two. Heartbreakingly, your heart breaks, and in the two halves, rocking on the table, is revealed rich earth. Moist, dark soil,...
8 days ago • 1 min read

🍣 Almost everything will work again if you do this

Anne Lamott has this great line: Almost everything will work again if you unplug it for a few minutes, including you." And ain't that the truth. We like to compare our brains and bodies to machines. A faulty metaphor. But, within the above idea, it works very well. It's easy to feel overwhelmed by everything around us. I wonder if that's a feature, not a bug. A sign that you care. After all, if you don't care, then you simply coast past events as if nothing happened. But i know that's...
9 days ago • 1 min read

🍣 This is the real test of your knowledge

Launching Sunday Strategy Shortcuts has revived my appreciation for smart books. On the one hand, i love the way they can shortcut my knowledge of something. On the other, let's be real: books are only one way into what true knowledge is. Bruce Dickinson, of Iron Maiden fame, once said this on a podcast: To know something is more than to have knowledge of something." Ain't that the truth. And yet, this isn't how we think about our jobs. We assume all we need is second hand exposure. I often...
12 days ago • 1 min read

🍣 You need self-awareness, not self-aggrandisement

What's your superpower? This is a question we ask often in the world of strategy. It's not a bad question. I wonder if it's misleading. A superpower feels grandiose. But also inherited. It's something you had little control over. If anything, you can channel it. A superpower also feels single-minded. It's why so many of us use this this analogy. Own one thing. Then execute it over and over. However. There are many ways to be the hero in your story. Superpowers are one version of events. I...
13 days ago • 1 min read

🍣 How i start every strategy project

Dogmas in strategy can go die a death. There, i said it. And i meant it. The issue with dogmas is they create a false sense of control. You try and fit the world into your worldview, and to hell if it doesn't. But that's not how it works. There's always context. And there's always context you're not aware of. You're not the only smart cookie in town. When working on a strategy project, remember what Epictetus said: The chief task in life is simply this: to identify and separate matters so...
15 days ago • 1 min read

Short tasty morsels to sharpen your marketing.

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