Salmon Theory
Create clarity at speed.
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π£ How to not become a dinosaur
Hey friend β 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...
π£ Changes are aβcomin'
Hey friend β 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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π 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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βπ― 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!)...
π£ If you want memorable work, you need to do this first
Hey friend β 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 β¨ original material β¨! 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: βDon't write the idea, write the news headline.β This is true for...
π£ The one ingredient your strategic process needs
Hey friend β 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 β¨ original material β¨! 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...
π£ To get to a human truth, consider the humble meme
Hey friend β 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 β¨ original material β¨! 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...
π£ Writing a brief is as valuable as the brief itself
Hey friend β Rob here. The other day i was talking to a media agency and a moment of raw and real talk came up. I simply said: "i don't care if our work is sexy, i care that we have evidence of how it worked". Now, of course i care if the work is creative, but only so far as to show that creativity has greater payback. You wouldn't believe the air of relief from the head of data on the call. It suggested two things to me: We don't speak enough in each others' language We don't behave enough...
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πΈ How Workday turned customers into rockstars
Hey friend β Rob here. Look, sometimes i look at a piece of work and can immediately see the brief. This isn't even a bad thing! It's just that the purity of a thought is preserved in the work you see. Especially if it feels like a casual thought, that actually when properly dramatised can make waves. That's what Workday did in this case study. They got Bronze at the Cannes Lions Creative Effectiveness Awards. And it involves business software, plus... rockstars. Give yourself 5 minutes for...
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π± How Spotify Wrapped actually plays out
Hey friend β Rob here. Look, i love Spotify Wrapped. You love Spotify Wrapped. Everyone loves Spotify Wrapped! But the real question we should be asking ourselves is, how does it work? Beyond it feeling good and cool and "we should do this too", how does it actually play out for the business? That is the topic of this case study. It won Bronze at the Cannes Lions Creative Effectiveness Awards. Which means it's not only good work, it's work that actually works. So hold on for 5 minutes, that's...
Create clarity at speed.