Anthropic was just handed the best marketing card in history! There’s an old principle in marketing: if you want to create demand, give people something they love, then take it away. That’s exactly what happened with Fable 5. When it returns, demand will be insane.

If you sold 100 books in 2022, you'd be selling 19 in 2026. Read the full blog post by Tim, fascinating. My key takeaways: > Prescriptive non-fiction is in trouble. How-to style books, YouTube videos, podcasts, are experiencing headwind when people just want the 5 liner takeaway they can instantly implement. > Entertainment and storytelling are safe. You don't ask AI to summarize a standup comedy skit. Just like you don't ask it to summarize a movie instead of watching it. The storytelling and entertainment are the product. > Chat interfaces will absorb every information based decision. Buying decisions, business plans, consulting, weight loss programs... the AI is becoming the go-to source of information.

This is why I've always said X is a completely different game from every other platform. Most platforms have some form of long-tail distribution. Basically, you can publish one great piece of content and it will keep getting surfaced for days, weeks, month sometimes even years (yep, FB works that way) X is completely the opposite of them all. Here, attention is highly compressed. You have a small window to earn engagement before your post disappears into an endless stream of new content. That's why I'd argue that volume matters so much on X. Every post is essentially another lottery ticket for attention. What I've also noticed is that X rewards topical consistency. The people who grow fastest are often the people who repeatedly talk about the same thing until the algorithm and audience associate them with that topic. If I'd put it in pillars, it's definitely something like this. 1. Volume 2. Cadence 3. Relevance Nate is almost perfectly positioned for this. He already has years of experience, case studies, and proof from marketing on Youtube. And that gives him an endless pool of insights to pull from, and the credibility to speak on them. If you can create high-performing video content, producing strong text-based content on X becomes a much easier transition. It's been fun watching @natecurtiss_yt's growth over the last few days tbh. Came across his account after his public discours with Leon and it was easy follow given how valuable his insights are on the Marketing / Social Media game. Great guys btw. Leon and Nate. 🐐

Founder Funnel content done right. Take notes founders. Shooting this probably cost a couple grands, and will likely drive more brand affinity and reach over the long term than any paid influencer campaign.

How to uncommoditize your offer as an agency: Sell outcomes not outputs.

Tldr: US government banning Fable is going to create MASSIVE demand, to the likes no AI model has ever seen, once it is back (which I’m highly confident will happen soon).

Great marketing

This one shift made him go viral

spending my weekend watching @leonabboud's new YT videos. this is my definition of touching grass : ) what's yours?

here is exactly what is gonna grow once you start speaking on camera - communication skills - network - sales - overall conficence

Camera presence is quickly becoming one of the most important skills to master. When AI creates everything, the only remaining for the human is to present and sell its creation. Camera presence is the difference between a delivery that lands, or flops.

i saved this video from @leonabboud to be watching everyday and I think every builder, entrepreneur or businessman needs to know this. you only get busier as you grow. enjoy your weekend.

Holy god candle.

A cousin of mine runs a chiropractic clinic in France. A few months ago we net in Europe and he told me something that stuck with me. He said most entrepreneurs in France don’t build businesses around what customers want. They build businesses around what the government subsidizes. In his case, the government heavily reimburses a certain type of rehabilitation treatment. So he built his entire clinic around it. His biggest customer isn’t the patient. It’s the government because they subsidize and cover all costs for patients. So because of that, he tries maximizing the number of clinic visits, oftentimes double booking clients. I asked him, “Doesn’t that ruin the client experience when you’re double or triple booking people?” He laughed. “Bro, people don’t care. They’re not paying for it, the government is. And most people come because they’re forced by their insurance not because they need it.” That’s the reason why there’s little startup innovation in France and the rest of Europe. When the customer isn’t the one paying, the incentive to obsess over the customer starts to disappear. Instead of competing to create a better product, entrepreneurs compete to capture a larger share of the subsidy. The result? More energy goes into understanding and exploiting the system than understanding the market. It’s a broken system that needs to be fixed if Europe wants to be competitive again.

Elon Musk’s employee retention across his other private companies like X, Neuralink, and The Boring Company, is about to go parabolic.

“This is insane. It’s a lot easier than what I was doing before.” This is what Nate had to say about the strategies shared. This game isn’t hard. You just have to understand how to play it.

I consulted @natecurtiss_yt on Wednesday on how he can grow his X brand. Only 24h after that, he had a viral banger. My guy is a winner, he didn’t just take the lessons and sat on them, he immediately implemented.

Building a personal brand is about to become a lot more difficult