Joined March 2021
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Jun 15
Most creative strategists are in it for the money.
That's exactly why they don't make it.
I can find ~10 ad ideas in 20 minutes. Not talent. Volume.
I consume an absurd amount of ads. Nobody pays me for it. I analyze winning creatives the way other people scroll Netflix because I genuinely love this game.
That's the part nobody tells you: passion isn't a soft skill in this job. It's the engine behind the only metric that matters: how many good ideas you can produce, week after week.
Money-first strategists break fast. First rough patch, first dip in hit rate, first hard client conversation gone.
That's also why I don't pick clients by retainer size. I pick people I want to build something big with.
Love the craft, or the craft will expose you.
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Jun 13
Today was an unproductive day.
And that's fine.
Hard pill for every hustler: you can't sit until 3am every night.
You need sleep.
You need training.
You need your health.
They're not the reward for good output they're the infrastructure behind it.
The real skill isn't pushing through every dip.
It's knowing the difference between a day where you push and a day where you stop.
Because forced scripts read like forced scripts. Your clients feel it. Your hit rate shows it.
So if today wasn't productive: accept it. Close the laptop.
Come back dangerous tomorrow.
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Jun 11
I'm going back to writing every script by hand.
After months of AI-assisted scripting, I noticed three things:
My hit rate dropped.
My thinking got lazier.
And I stopped understanding WHY my ads work.
Honestly? I stopped enjoying the game. That was the real alarm.
AI doesn't understand humans. It pattern-matches what's already been written.
The psychology behind a winning ad the fear, the frustration, the exact words a customer types at 2am that comes from research, not from a prompt.
AI still runs my workflows. Briefings, analysis, systems great use case.
But the fundamentals? Never.
The moment you let AI replace the part of the job that makes you good, you stop getting better.
You just get faster at being mediocre.
Write by hand. Build systems with AI. Protect the craft.
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Jun 8
For months my plan was basically hope.
Write the ad, ship it, hope it works. No research going in. No analysis coming out. Just hope wearing a deadline.
Hope feels like work. It produces nothing.
The strategists who win don't hope. They go in knowing the customer cold, and they come out reading the data on why it landed or didn't.
Everything between those two points is just typing.
I cut hope out of the process this week. Research before. Learnings after. The writing in the middle is the easy part once those two are in place.
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Jun 6
A Creative Strategist has exactly one job.
Produce winners. New ones. Consistently.
That's the whole role.
Not the frameworks. Not the clever positioning. Not the dashboard you built.
All noise if there's no new winner in the account this week.
I write for eight-figure brands. They're not paying me to be creative.
They're paying me for performance.
One winner, then the next, then the next.
It's not complicated. It's just hard and most people quit at the part where it's only hard.
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Jun 5
I write 35 ad scripts a week and couldn't tell you which ones won.
Sit with how insane that is.
When did I last open the ad account to study what flopped and why? I genuinely don't know.
I'd been writing blind. Ship, move on, ship again. Faster every week. Wrong every week.
A strategist who doesn't pull learnings isn't a strategist. He's a content machine producing noise at scale.
So here's the change: every ad gets logged.
The link, hit or miss, one line on why. Once a week I sit in the account and read the whole thing back.
Volume only compounds when you learn from it.
Otherwise you just get better at being wrong.
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Jun 4
Taking on more clients made me a worse copywriter.
More brands, more briefs, less time inside each avatar.
So I started writing on autopilot.
The output looked like ads. It was slop.
Not because I can't write. Because I stopped understanding who I was writing for.
You don't write a winner. You understand one person so deeply the winner falls out of you.
When I don't know the avatar, what am I actually producing? Words on a page. Guesses with a CTA.
The fix isn't writing more. It's going back into the fundamentals until the customer is so clear I could argue with them in my sleep.
Depth beats volume. Every time.
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Jun 3
Most Creative Strategists fail for one reason:
They never learned the fundamentals.
They can't write without AI. They can't write by hand.
They don't know how to break down an ad cleanly, find an idea, or actually approve it.
AI does so much now that you stop noticing. It runs, you're in the flow, and nobody checks whether there's real skill behind it.
So here's my tip if I were a brand owner:
Give them a test task. Have them write a script live, right in front of you.
In five minutes, you'll see if the person knows what good copy is.
If they can't, you're paying 5,000, 10,000, maybe 15,000 euros a month for nothing.
Run more ads.
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Kevin retweeted
Apr 4
Fucking right.
Tate pushed this stupid idea that "you need to suffer"...
... because he needed as many case studies to sell his shitty TRW.
You don't need to suffer to win.
You just need to be consistent and enjoy what you do.
You'll make more money that way.
Apr 3
Why "you have to suffer" is the dumbest thing.
99% of my competition believes they need to suffer in order to succeed.
That is a top tier advice to stay broke.
You only think suffering is necessary because someone told you that it is necessary...
...not because your highest-self believed it from start.
Delete this limiting belief from your head.
Enjoy the work, and start to realize that you have way more than you think.
Life on earth is a BLISS.
Act like you know it.
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May 29
"We need more Creative Diversity, our Ads are fatiguing." - CMO / Head of Growth
What the average Creative Strategist does:
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May 29
If you want to be extremly good in creative strategy you have to get used to beeing creative finding new ideas from scratch without competitors then approveed with the right data.
Be fckn creative as you should. Train your brain, consume, get creative like kids playing lego
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May 28
i gonna rip this shit
May 28
New format unlocked.
In-office thumb-fight.
About to launch this ad for a client.
It has potential to become a top-performer given how good the ad turned out to be but such ads are extremely difficult to produce.
We had to find the perfect creator, who’s not dry like 99% of the UGC creators, who could also film with a friend, in an office setting.
As an agency, our goal is to go after these big swings that no agency or brand has done before.
This is usually what allows us to ship top-spenders consistently for all the clients we are working with.
That’s why I won’t stop talking about the importance of the ad creative format for true creative diversity.
That’s what we do.
And probably that’s the reason why we’re working with brands spending $20M on Meta every month.
Absolutely worth it.
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May 28
beeing a good operator means you can solve any problems just by thinking and execution
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May 27
no words.
May 26
Do people genuinely use Reddit
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May 27
having social media only on desktop and only whatsapp on the phone is the best thing could ever happen to me this week
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May 26
germans are the most skeptical people i know. As a german native speaker and generating more than 10€mio for clients in germany i do not recommend the german market unless you have such a big big strong paypal and you can be the most skeptical people in the world
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