Writing WORKWORK, my newsletter. Consulting with rad brands.
Miami Beach, FL
Joined March 2010
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Ascending thought: Thought → Belief → Truth → Knowing
Descending thought: Thought → Assumption → Illusion → Delusion
I recently received a @profound product walkthrough and something stood out to me.
Brands that are good at non-branded search are going to be really good at AEO/GEO. Because when you already know how your customer talks about your product in conversation, you know how to show up for them when AI is mediating the purchase decision.
The ones struggling? Brands that are precious about their internal taxonomy. They call the product one thing. Every single customer calls it something else.
Most brands choose their own naming because there's identity tied to it. Control tied to it. But what started as a branding preference is becoming a visibility problem and it's accelerating fast as more shopping moves through LLMs.
Caught up with @mattrbahr from @FairingData recently and he shared something that stuck with me.
Brands are surfacing CRO (conversion rate optimization) opportunities that aren't coming from A/B testing or site metrics. They're coming from post-purchase surveys.
Specifically, asking customers if they found anything on the site difficult to work with.
Trouble finding a product. Clunky checkout. Broken discount code.
We're not often asking for that kind of shopping experience feedback. And when brands do, they're surfacing friction points that their dashboards are missing entirely.
Simple insight but a good reminder: sometimes the best conversion tactics come from just asking.
Currently Testing: Stream by @sandbar
My best thinking doesn't happen at my desk. It happens in the shower, while I'm doing my makeup, when I'm out to eat with a friend.
Lately I've been pulling out Granola and just talking to it. Strategies, insights, personal conversations, moments of inspiration, reminders.
It helps bring my subconscious into my work.
Marcus Moretti recently wrote on @every about how subconscious decisions define writing styles, which is a big reason LLMs can't write like you yet.
But here's the problem with just talking into Granola: it's not responding. It's not acting as an extension of me.
That's why I'm excited about Stream.
I can talk to it whenever and wherever. It captures my thinking but also acts as a thought partner.
It feels like @minafahmi and team are building really intentionally.
Congrats to the Sandbar team on the $23M Series A. Can't wait to keep testing.
If you're interested in this space, you can pre-order now.
sandbar.com
JAN 2027
80% of consumers buy via agents. Site traffic down 90%. In a race to the bottom, companies no longer compete on strength of voice or "brand", just price & bot reviews.
Enter the Knowledge Keeper, a role of human wisdom & mortal imperfection.
w0rkw0rk.substack.com/p/oute…
A nice reminder from @naval on why entrepreneurs don't need to worry about AI taking their job:
In 2018, I sat with a friend of a friend and walked him through the basics of running Meta ads. No agenda. Just sharing what I knew.
He mentioned it to me recently. How pivotal that conversation was. The brand he started with his now wife has since grown like crazy.
After my X account was hacked and I was unable to access for 3 months, I'm finally back!! 🙏 Also clearly my hackers were based out of Pakistan...
😮
It’s official: @Shopify is the first commerce integration partner on @Roblox.
Soon, you’ll be able to shop physical products like clothing, accessories and collectables designed by your favourite creators and brands, all within Roblox, and it’s all powered by Shopify.
This means that developers, creators, and brands who are on Shopify, can sell DIRECTLY within their Roblox games.
More spaces to connect with fans means more opportunities to succeed as an entrepreneur, and that is what we are powering at @Shopify.
See you soon on Roblox 🚀
When a creative mind creates without the insights of a performance mind, you create something beautiful that doesn’t work.
When a performance mind creates without the vision of a creative mind, you create something ugly that works.
I recently had the honor of being an early guest on @chachovaladez new pod! He created a space for me to be open and honest on a number of topics & is such a thoughtful interviewer. We are working on a lil collab of something else together that I'm excited to share more soon :)
Ep. 3 is live with my friend @erinfalter! We talk about religion, growing up in a family of female entrepreneurs, developing our values, how our inner work is connected to our outer work, regulating emotions, and our relationship with thoughts.
Find us on your fav pod player :)
Erin Falter retweeted
this is an exercise @erinfalter & I have been going thru when future planning...
we're fortunate to travel often but are talking more and more about what creating spaces that can be consistent over multiple decades or hopefully generations could look like. – at Miami, FL
WORKWORK36 went out today.
Inner Work: The Spirit of Practice
Outer Work: Learn from AI and Take a Deep Breathe
In case you missed it: w0rkw0rk.substack.com/p/work…
