This year I’m mainly exploring buyer psychology: how desire forms, where hesitation enters, what creates trust, and why certain messages move people while others don’t.
For the reader experience, I’d especially enjoy more of the pattern-to-forecast work you’re building — not just what a campaign did, but the conditions that made it work, where the same move could fail, and what marketers should watch next.
That feels much more useful than another campaign recap.
Totally. Dove beauty is also a good example. For the last 20 years they’ve built an honest reframe on women’s beauty in natural settings. Brands like Neutrogena can't develop that overnight in a single campaign. Which reminds me, with Coach, it's a good strategy for all of us to develop our own cannon rather than thinking our social media posts are simply to feed the content machine of the platform. Instead it's really about developing our own library of resources for our readers.
I also love to cross-post all the various articles I've written to Medium, Quora, LinkedIn articles, X, and Reddit. I did something like this a while back, except not on Reddit, and I ended up getting 8,000 impressions per month before Bluehost crashed my site.
The archive point is what stayed with me.
A lot of brands will probably copy the visible part — creator-led content, community campaigns, co-creation platforms.
But the platform only works because Coach already had something rich enough to remix.
The names, old bags, symbols, histories, and cultural associations gave people material to build with.
You can copy participation tactics quickly.
You cannot manufacture a canon overnight.
Hey thanks for the sub! Please let me know how I can improve your reader experience. What content topics are you focusing on this year?
Thanks, Matthew — glad to be here.
This year I’m mainly exploring buyer psychology: how desire forms, where hesitation enters, what creates trust, and why certain messages move people while others don’t.
For the reader experience, I’d especially enjoy more of the pattern-to-forecast work you’re building — not just what a campaign did, but the conditions that made it work, where the same move could fail, and what marketers should watch next.
That feels much more useful than another campaign recap.
Totally. Dove beauty is also a good example. For the last 20 years they’ve built an honest reframe on women’s beauty in natural settings. Brands like Neutrogena can't develop that overnight in a single campaign. Which reminds me, with Coach, it's a good strategy for all of us to develop our own cannon rather than thinking our social media posts are simply to feed the content machine of the platform. Instead it's really about developing our own library of resources for our readers.
Yes — the “library” framing changes the job completely.
Instead of asking, “What should I post today?”
You start asking, “What body of thinking am I building over time?”
Then each post can deepen a belief, add an example, sharpen a distinction, or connect back to something earlier.
The platform gets the content.
But you keep the canon.
I also love to cross-post all the various articles I've written to Medium, Quora, LinkedIn articles, X, and Reddit. I did something like this a while back, except not on Reddit, and I ended up getting 8,000 impressions per month before Bluehost crashed my site.