Everard Hunder retweeted
The older I get, the more I realize that success at most things isn't about finding the one trick or secret nobody knows about. It's consistently doing the boring, mundane things everyone knows about but is too unfocused/undisciplined to do.
Get good at boring.
Everard Hunder retweeted
Most people don’t respect momentum. They treat it like a nice-to-have instead of what it really is: the single most powerful force in execution.
Momentum doesn’t just make things easier. It changes the game. It turns hard problems into solvable ones. It makes good ideas spread faster. It removes friction, attracts talent, and creates its own gravity. When you have momentum, people take you more seriously. Doors open that would have stayed shut. The work that used to feel impossible starts to feel inevitable.
But momentum is fragile. It takes months to build and seconds to lose. A bad decision. A slow response. A few weeks of hesitation. Suddenly, everything that was flowing starts to stall. The compounding effect reverses. The energy fades. And once momentum is gone, getting it back is ten times harder.
The top 1% understand this. When they gain momentum, they move like their life depends on it. They don’t stop to admire their progress. They don’t slow down for comfort. They press harder. They know momentum isn’t something you manage, it’s something you ride. The second you ease up, it starts slipping away.
The first step is recognizing momentum when you have it. Most people don’t. They waste it. They assume it will last. The second step is pushing even harder when things are working. The best don’t relax when they win. They double down. The third step is cutting anything that slows you down. Bureaucracy, hesitation, unnecessary debates. Anything that adds drag must go.
Momentum is either working for you or against you. The ones who protect it get further, faster. The ones who don’t spend their lives wondering where it went.
Everard Hunder retweeted
Don’t define your success using the measures preferred by the system you’re trying to change. - @jchyip
If we get more customers omni-channel we will make more money, won't we?
"Customers who are omni-channel spend 2.4x more than in-store only."
But the channels doesn't breed the loyalty; chances are these omni's were more loyal in the first instance (thus using more channels)
The jiggle economy…
I have a friend who has “jiggled” through his white collar middle management career for 8 years now.
Base salary has gone up every year... now $200K plus incentives/bonus.
100% remote now post-COVID.
He continuously upgrades with the latest “jiggle” tools to evade detection.
Works maybe 6 hours a week tops… just hangs with family, works out, does personal stuff all day. Travels abroad all the time but pretends he’s at home if he gets an email or call.
He thinks he can do this for the next 20 years and keep collecting higher pay.
Says if he gets fired, doesn’t matter he’ll just find another mindless fully remote middle management job somewhere within a month and rinse and repeat.
To make it more painful, he makes fun of SMB folks and friends with long hours… says they’re “low-IQ” for working so much in modern times when you can just fake work and get paid hundreds of thousands per year with no effort.
Everard Hunder retweeted
Replying to @SahilBloom
Related: The Addition Bias
Where we encounter a problem, our natural instinct is to add. Add a rule. Add a step. Add another person. But this adds complexity at an accelerating rate.
Wise designers know the right move is often to delete.
Yep!
Replying to @OnlyCFO
And the first question is “Can this be done in Excel and not lose much productivity?”
Everard Hunder retweeted
On the hype around synthetic data in market research. From @pworthington. buff.ly/4eHSWmb
Some marketing teams are now using AI guessing as a replacement for primary research. Here is an example from my own work - primary research versus AI. Sort of okay, then it gets quite poor. Trouble is, you don't know where the hallucinations start without further validation...
Everard Hunder retweeted
The art of asking the right questions as a company, as an individual and as a marketer.
Credits- boardintelligence.com/blog/c…
Also common for more mature companies where the easy growth of old has stalled.
There is a massive opportunity cost for startups who can't get their go-to-market (GTM) machine working.
It causes them and the board to focus endlessly and excessively on getting it to work.
I call this GTM Myopia and it's really dangerous. I've literally watched companies struggle endlessly to tie their shoelaces while a 20-ton avil is tracking to come down on their business.
If caught in this situation, be impatient and somewhat radical about getting it fixed. You think you're just sliding your growth curve back 12-18 months. But you might be not addressing a strategic meteor aimed at your business.
Good news boss. I've replaced everyone in the contact centre with bots. Yeah, few teething problems but looking good...
Everard Hunder retweeted
“Executives want culture change while keeping the existing power dynamics that actually generate culture unchanged. In other words, they want culture change for free. It doesn't work that way.” Charles Lambdin
Plenty of fights over my career with the “brand police” who seem to take great pleasure in turning off or rejecting ads or growth initiatives that drive revenue. 🤦♂️
Brand: "Turn off that ad, it's off-brand"
Media Buyer: "But it's the best-performing in the account right now"
Brand: "I don't care, it's too unpolished. We need to stay on brand"
Media Buyer: "But none of the polished branded content is working"
Moral of the story:
If your "brand" is not selling, you don't have a brand. If you are lucky enough to have an ad that is working well but is off-brand, take this as a lesson that your customers may be different than who you originally thought they were!
I'll go as far as to say you should pivot your "brand" to cater to what is driving purchases. Even if that means completely changing your look/feel/tone. Don't cater your ads to try to be on "brand" if no one wants to buy!
Move over martech, 58% of CMOs have asked their CEO to fund AI.
But what do CEOs want from marketing?
Exactly the same thing since the marketing sun first came up - new customers, retained customers, revenue and market share.
Just got asked to pitch a talk for a Martech conference. My reply:
"My talk will make your audience leave in droves - that we have gobbled up martech as a solution and completely lost our way. We have lost sight of the customer, our humanity and being a good marketer.
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