Hope you're having a great week. Here are a few things I've been reading, writing and pondering lately. Enjoy!
Sponsored by Clearbit
Part 2/5: From IC to Leader
My friends at Clearbit are in the process of releasing another great ebook. In each of the next few issues, I'll feature a snippet from one of the chapters. This one is from OneLogin CMO Dayna Rothman.
Her journey from sales to content creator to CMO is inspiring. She's taken an idea I believe strongly in—that content can be the foundation of a great career—and proved it out.
"So I was writing about literally everything you can think of that pertained to marketing — demand gen, marketing operations, sales development teams, events — and every time I had to write content about this or that function I would embed myself into that world."
This line sums up why this post is worth reading:
I've been comparing notes with people who run corporate engineering blogs and one thing that I think is curious is that it's pretty common for my personal blog to get more traffic than the entire corp eng blog for a company with a nine to ten figure valuation.
Why do companies prevent their employees from writing useful, interesting, opinionated content? Dan Luu has some thoughts and even examples of companies that enable engineering teams to write great content.
h/t to Geoffrey Keating for putting this on my radar.
Whether you work in DTC or not (I don't), this is a great read. There's so much to learn about relying too heavily on paid acquisition, venture capital and the differences between strong businesses and weak ones.
The investors bankrolling these companies are discovering one thing in common — that most of their money is going to expensive and ever-rising customer acquisition costs (CAC) via Google, Facebook, and Instagram. As one DTC investor has put it starkly before: “CAC is the new rent.”
I know, you've had more than enough Coronavirus news this week. I found this piece to be calming. Hope everyone is safe and healthy.
Uncertainty shrinks your field of vision at the worst time. When the world changes in a 24-hour period it becomes hard to think more than 24 hours ahead. The year ahead is impossible to envision when assumptions you had at breakfastime were destroyed by dinnertime. The irony is that long-term thinking is most powerful when everything is falling apart. The majority of long-term results are determined by decisions made during a minority of times, and right now is one of those times.
Stressed? Music can help. Start here.
5. Random Links
- Casper Should Not Go Public (too late, but still a good read): "The economics work better if Casper sent you a mattress for free, stuffed with $300."
- A Wonderfully Snarky Illustrated Series of Real One Star Reviews For National Parks in the United States ... I especially like "there are too many grey rocks."
- More good music: The Highwomen cover Fleetwood Mac's "The Chain"
- The latest Animalz podcast: The inputs required to create a great content strategy
Have a great weekend!
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