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Salmon Theory

By Rob Estreitinho

Micro wisdom for modern marketers.

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๐Ÿ“ Ten (more) strategy studio lessons

Hey friend โ€“ Rob here. I've been slowing down (work, life, grief), but for a while i was having a lot of chats with smart people. People to whom i brought a very simple set of questions that gravitated around this: "What do most people overlook about consulting?" This is a collection of micro thoughts based on those conversations. ๐Ÿ“ Ten (more) strategy studio lessons 1. "What would you want to build?" is a phenomenally underrated question Maybe even before "what is the brief". It makes it...
2 days agoย โ€ขย 7 min read

๐Ÿฃ Ten (more) strategy studio lessons

Hey friend โ€“ Rob here. One thing i recently realised about my grief. I cry for my mum almost every day, but i rarely wipe the tears. I don't want them to leave me, because they are a part of me. They dry up, i absorb them, and grow through them. No shame in accepting that suffering is: The sacrifice you take for having loved and been loved A powerful fuel to create new meaningful things On which note, enjoy this week's edition. Ps. People have said nice things about our neurodivergence piece,...
1 day agoย โ€ขย 6 min read

๐Ÿฃ How do you integrate minus the insanity?

Hey friend โ€“ Rob here. You may notice some, er, aesthetic changes around here. That's because i am rebranding Salmon Labs and Salmon Theory! (Massive shoutout to Nicole Tan for being excellent to work with.) I'm super happy with where we got to, and still forever tinkering with new brand applications. What else is going on? Oh yes: Week 4 of consulting at Droga5 London. Working on one of their biggest clients as global brand strategy lead. Absolutely loving it. Smart team. Smart clients. Nice...
6 days agoย โ€ขย 9 min read

๐Ÿฃ Is Cannes Lions good for our mental health? (revisited)

Hey friend โ€“ Rob here. I had a whole newsletter prepared for you. And then i remembered... d'oh, it's Cannes Lions season! So i wanted to be a biiiiiit more topical instead. Looking at the archives, it made sense to re-publish (and mildly adapt) something i wrote last year. About Cannes Lions, mental health, and... well, just read it below. The usual weekly newsletter is coming later in the week. But in the meantime, come reflect with me... ๐Ÿค” Is Cannes Lions good for our mental health? Iโ€™ve...
8 days agoย โ€ขย 7 min read
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๐Ÿฃ The function of FOMO; vigour and vitality; unhelpful mantras ++

Hey friend โ€“ Rob here. We owe it to ourselves to protect space to play. (Something central to my client projects with Droga5!) And we owe it to ourselves to protect space to grieve. In 2014, i did a terrible job at ignoring both those things. In 2024, i am... better at spotting my mistakes. (Which is all we can ask of ourselves.) What works for me right now: Music. Sigur Rรณs. James Blake. Select tracks that go hard on my soft spots. Memories. Watching photos and videos of my mum and my...
15 days agoย โ€ขย 7 min read

๐Ÿฃ Consulting, farms, and Zen

Hey friend โ€“ Rob here. Thank you for all the kind words last week (in case you missed it). It's impossible to move on from grief, but we can walk alongside it, so let's get back into the regular schedule. Also, all exclusive content is now organised here. I love Notion, but feedback from Friends of Salmon Theory (join us?) suggests this is much clearer navigation. Hmmm, clarity. ๐Ÿ’Œ This week on Salmon Theory Consulting. A cool quadrant on consulting need states. 2x2 models are strategy soft...
22 days agoย โ€ขย 5 min read
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๐Ÿค Micro guide: Integration minus the insanity

Hi friend โ€“ Rob here. Integration is like teenage s*x: everyone talks about it, but how many actually do it? So let's talk about some basics of how to do integration, minus the insanity of it all. If you cringe at "do some cutdowns for social" or "we'll PR the ad", this is for you. Let's get into it. ๐Ÿšจ Problem: Integration is an exercise in architecture that's treated as a change in wallpaper. ๐Ÿ’ก Solution: Determine what's fundamental, fixed and flexible across the entire media mix. ๐Ÿงญ...
22 days agoย โ€ขย 3 min read
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๐Ÿฅฆ Case study: ITV / VegPower: Eat them to defeat them (IPA Gold Winner, 2022)

Hi friend โ€“ Rob here. Next time someone asks: "Hey, so what's your favourite recent behaviour change campaign?" You can think of many you like, but if you're drawing a blank, think of this one: ITV and VegPower's Gold winning IPA Effectiveness Award, from 2022. As a strategist and a dad, i absolutely love it. It's a story about how turning vegetables into villains helped kids feel like heroes. It led to stuff like this. This is a summary of the first principles behind the work. Full credit...
23 days agoย โ€ขย 2 min read

๐Ÿฃ 7 short things we should know about grief

Hey friend โ€“ Rob here. This week's edition is super short, because i am grieving my mum. But i still wanted to write it, because showing up matters and writing helps me heal. I've been reflecting on grief: how to deal with it, and how to deal with people dealing with it. It's a short list i wish every manager kept in mind if when their team are struggling. 7 short reminders about grief: Grief is like creativity. It will show up out of nowhere. You can prepare for it, but you can't plan for...
28 days agoย โ€ขย 1 min read
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๐Ÿ“š Summary: 'Zen Mind, Beginner's Mind', by Shunryลซ Suzuki

Hi friend โ€“ 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 Shunryลซ 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 โ€“ fun!) It was, and continues to be, fundamental to how i operate now that i am healing. Let's get into it. ๐Ÿ“ Five punchy ideas: Always start stupid. Ok, so he...
about 1 month agoย โ€ขย 4 min read

Micro wisdom for modern marketers.

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