Arielle Jackson
@hiiamArielle
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Marketing @firstround and 100s of startups, formerly @Google @Square @coverscreen. Amateur jewelry maker and cook. Oldest possible millennial mom of two.
Los Angeles
Joined March 2014
1/ I’ve worked with >100 early stage founders to help build startup brands from the ground up. One of those companies was @mavenhq. So now, in a full circle way, I’m creating a cohort-based course on brand strategy for startups. Reserve a spot: Details👇.
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It took New Zealand 6 days to enact massive gun ban after mosque killings. 6 days.
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Hiring their first marketer is the thing founders want to "pick my brain" about the most. So I decided to write down all my advice on the @firstround Review -- it's better than a 30 min call ;).
Hiring your first marketer: A crash course on getting everything from the when and the why to the who and the how right, ft. @hiiamArielle, @firstround's marketing expert in residence (new on the Review)
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I can't say this enough: lean into what makes you distinctive. It might be complicated. It might be weird. It might turn some people off. Good.
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Applications are now open for the 3rd cohort of my @MavenHQ course on startup brand strategy! . Founders, join this 2-week crash course (5/9-5/20) to learn how to lay the foundation for a lasting brand – your purpose, position, and personality.
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If you're thinking about starting a company, read this first! @tjack interviewed the founders of 8 successful startups and breaks down how each found and validated their ideas. Fair warning: it's 12k words. Another fair warning: you'll definitely learn something.
🆕 A guide to validating your startup idea, by @tjack. Todd spent 2+ months interviewing the founders of @Flexport @TrustVanta @LaunchDarkly @PinwheelAPI @Snackpass_ @RecRoom @OfficialGoodDog @Meet_Cocoon about their ideation and validation process. Here's what he learned 🧵👇
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Well, let's do it again! The 2nd cohort of my @MavenHQ course starts 2/7 and runs for 2 weeks: Early stage founders: develop your purpose, position, and personality to build the foundation for a distinctive brand. Apply by 1/28.✍️.
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Just wrapped the 4th cohort of my @MavenHQ Startup Brand Strategy course. What a great crew! We had founders and marketers working on everything from electric vehicles to healthcare and design tools to animal protein. An intense 2 weeks — and amazing to see the progress made.
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✨Applications are now open for the first ever cohort of my @MavenHQ class on how to build your startup's brand from the ground up!✨. (Sign up by 10/25; class starts week of 11/8. More details 👇).
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Wrapped up the first cohort of my @MavenHQ course on startup brand strategy on Friday. What a whirlwind. 2 weeks. 25 founders (36% women!). 7 workshops. 4 office hours. Excited for a few days off now, but sharing some lessons learned & feedback that made it all worth it first. 🧵
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And that's a wrap on the second cohort of my @MavenHQ course on startup brand strategy. Perfect timing before a 3-day weekend too! I'm going to miss these 25 early stage founders and keep rooting for them — this group was 🔥
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Senator broadcasting House sit in never used Periscope before. “I downloaded it on the House floor & turned it on," he said. #socialmediaftw.
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Amazing hire. Amazing company. So excited for you @tjack 🙌.
1/ Excited to finally share some news I've been sitting on: As @phineasb and I announced on @twentyminutevc this morning, I'm officially joining @firstround as a Venture Partner. 😀. Thrilled to join the team that invested in me back when I was a founder.
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Sometimes naivety + intense curiosity trumps deep experience in a field. Read more about how @ifain started @BoweryFarming without being an agtech expert:
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I'm 2 days into teaching my first course through @MavenHQ to 25 amazing, diverse, and interesting founders. Definitely an intense and rewarding experience so far. If you're thinking you might want to teach a course, there's no better way to get better at something than to do it.
“A lot of these people weren’t teaching until Maven.” — @wes_kao. We’re unlocking a brand new generation of digitally native professors. And they’re the best in the world.
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No joke. Someone in one of my previous cohorts said they learned more in 2 weeks with me and @MavenHQ than they had in 2 years of their MBA program at a top school known for marketing.
Top MBAs in the US now exceed $225,000. Here's what you could learn for 5% on Maven:.
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There are >100 courses available this fall through @MavenHQ. Having a hard time deciding? Start by checking out these three:.
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Great advice in here! Can't stress how helpful "write your ideal headline" is as a simple exercise -- so powerful and yet the founders I work with never seem to think about it til asked.
Tech media is changing fast. There are fewer reporters than ever covering more startups than ever. To break through the noise, take this advice from @eventbrite’s Global Comms VP — on @firstround Review:
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And that's a wrap on the 5th cohort of Startup Brand Strategy, my 2-week @MavenHQ crash course. It's such a joy to watch 25 founders and marketers make so much progress developing a crisp purpose, position, and personality. Now I have a bunch more companies to root for!
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My 3.5 year old is reading a Snoopy book and keeps calling him “Snoop Dog.” I can’t bring myself to correct him.
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Too many companies — esp B2B companies — write in a way that people don't talk. The Bar Test is one of things we cover in my @MavenHQ course that can help. It forces you to get rid of words like "leverages" and "enables" and actually explain your product in plain English.
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✨The fall cohort of my Startup Brand Strategy course through @MavenHQ is open for applications!. 2 weeks starting 10/17.25 founders & marketers.4x workshops.4x office hours. Join us to craft your purpose, position, & personality and build the foundation for a distinctive brand👇.
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7 marketing mistakes to avoid:.1. Skipping fundamentals .2. Overcomplicating purpose.3. Not considering category.4. The wrong "foil" (competition) .5. Emotional > functional benefits too early.6. Forgetting personality.7. Not putting in prep for press.
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Music to my ears at the graduation of the third cohort of my @MavenHQ course, Startup Brand Strategy: . "Next time I won't write a single line of code before doing positioning first." . What a great 2 weeks, what a great crew — thank you. Will be rooting for all of you!🔥
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@nanransohoff It took 10 years of living in this house in Noe to train this climbing rose across the garage. We left for LA when it was almost done 🌸
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Learn how to apply much of what we covered in this podcast ( with this @MavenHQ course (. There are still spots left for early stage founders! Applications due 1/28.
If you're looking to learn more from Arielle, you're in luck—the second cohort of her incredible @MavenHQ course is coming up. Early-stage founders, marketers looking to sharpen their brand strategy skills, & teams (re)positioning products — apply by 1/28.
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Just kicked off the 3rd cohort of Startup Brand Strategy, my @MavenHQ course w/ @thedirtfield! Pretty fired up about the participants working across health tech, B2B SaaS, consumer social, fintech, web3, ad tech, dev tools, esports, talent, & more. Going to be a 🔥 2 weeks!🙋♀️✍️🎓.
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Want to work at @firstround with @tjack? He's hiring a new Chief of Staff. As Todd's wife and a friend of his current CoS (@thedirtfield has done an amazing job for the last year plus!), I can vouch for this being a good gig. Learn more 👇.
We're hiring a Chief of Staff! Looking for a curious and intuitive person to be @tjack's trusted right-hand and help support incredible entrepreneurs. This is a remote position for folks based on the west coast. Apply here (or help us spread the word) ⬇️.
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Hoping the wind dies down and the fires can be contained. This is scary and apocalyptic.
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“Your name might just be a vessel for how you serve your customer. But you want to choose a good vessel.” –
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Today's a special day at @firstround as we're celebrating 10 years of The Review. That's ~600 articles, millions of pageviews, and 100+ podcast episodes! . Bookmark this list of 100 of the best bits of company-building advice we've heard in the last decade.
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Pretty excited about the fourth cohort of Startup Brand Strategy! There are still a couple spots left, so get your applications in by Monday. Especially looking for more female & otherwise underrepresented founders. Don't let the full course fee deter you. Class starts 10/17🏛️.
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PSA for founders: .Don't treat your interview with a reporter who's agreed to your exclusive as a deposition. Treat it as if you're selling a candidate. Reporters who cover early stage companies aren't out to get you. They're out to tell an interesting story.
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At Trader Joe’s this morning, our 2 year old saw this display. “Daddy (@tjack) likes that! I want to get that for Daddy!” And so we left with a case of @WhiteClaw and an even greater appreciation for end caps and distinctive packaging.
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Excited for @ModernFertility, the first comprehensive fertility test women can take at home, for 1/10th the cost:
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3 Moves Every Startup Founder Must Make to Build a Brand That Matters: Thanks @firstround @shaunyou for the writeup!.
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Ray Dalio and Kendrick Lamar teach "slow money" in this educational, entertaining financial literacy spot from @CashApp. Kudos @catferdon and team. This is money💰.
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“Tell the truth but make the truth fascinating” = how to be a fantastic marketer.
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@AmandaMGoetz Ha, have been similarly lost with the Singapore Math curriculum they use in my son’s 3rd grade, but now I’m jealous I didn’t learn math this way. I would have probably liked it better. The whole “carrying the ones” thing is not intuitive, just what we were taught.
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Must read if you’re thinking of going from big company to tiny startup. I went from Google (1400 people at the time) to Square (140 people) to a seed stage startup (7 people) and these tips are 🔥.
Considering shifting your job search from BigCos to startups?. We assembled 20 tips from our community into a guidebook on evaluating and joining early-stage companies, with advice from folks like @fosslien, @CharleyMa, @ravi_mehta and @sgorlick:.
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1) There are a lot of category creation nuts out there who believe that the only way to win is to position your product in a completely new category. Gmail didn't do this (we played in "free webmail"). Amazon didn't do this (they played in "retail bookseller" in the early days).
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You know @BoweryFarming produce tastes good when @bonappetit says "One editor ate handfuls of wasabi arugula plain when this box was dropped off at the office."
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Yaaas @matthlerner: everyone wants "the next 'Just Do It' or 'Think Different.'. Nike and Apple already built ubiquitous awareness and comprehension, so their ads can be ephemeral and allusive. They earned that right over decades. Your innovative little startup did not (yet).".
New on The Review:. @matthlerner makes the case for why pre-product founders should focus on *language*/market fit first. He shares his 4-step framework for finding it, and explains the neurological basis of how to quickly capture customers' attention. 🧠.
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The next cohort of Startup Brand Strategy is now open for applications! . Join 25 founders and marketers in this workshop-based, two-week crash course on purpose, position, and personality — and build the foundation for a distinctive brand. More info👇.
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If podcasts are your thing, give this one a listen! Thanks @brettberson and @jessicraige — that was fun.
New on In Depth:. @hiiamArielle shares the most common early marketing missteps she's seen after working with hundreds of startups. From category selection and positioning, to brand personality and PR, this episode is full of examples and frameworks. 🎧:
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It’s been a pleasure working with @firstround company @hello_alma_ ! Great therapists take take of us; they take care of great therapists.
Today we’re excited to officially open the doors to @hello_alma_ and our first co-practice community supporting therapists on the front lines of mental healthcare. Come visit us in midtown Manhattan and read more about our vision here:
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💯to how @zamosta describes "half the battle": "getting the CEO/founder to a place where they can just in their sleep, just barf out messaging that sounds clean and compelling and simple, and explains exactly what it is they do without using shitty buzz words no one understands.".
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Congrats @nsweaves @mrseanharris and the whole @geteero team! Here’s to blanketing more homes in fast, reliable WiFi from @amazon!.
We’ve got some big news: By joining the Amazon family, we’re excited to learn from and work closely with a team that is defining the future of the home, accelerate our mission, and bring eero systems to customers around the globe.
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I haven't pulled an all nighter in a while, but I did for my @MavenHQ course last night and today's session felt 🔥 (Tip: if you don't usually wear black eyeliner, wear it on dark eye circle days. No one will know you're tired and 3 coffees in.).
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Spent 30 hrs at @Disneyland — our 4 year old's first time. I'm not a crowds or rides person and had to suppress my desire to calculate stuff like daily spend per park visitor, but there's truly something precious about seeing your child experience all the magic for the first time.
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With $90M in new funding, @boweryfarming continues on their mission to grow food for a better future by revolutionizing agriculture. Amazing how far they’ve come in the last 3 years and how much more there is to do!
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3/ People like:.- @ifain from @boweryfarming.- @yoyo_thomas from @loom.- @nsweaves from @geteero.- @collinmathilde from @frontHQ. but I’ve had to say “no” to a lot of people too (I’m a one woman shop and consult on the side of my real job @firstround!).
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Whoa, @amazon Prime discounts at @WholeFoods and @Square opening a brick and mortar store. The digital world is going physical.
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Seeing so many new NA beverage brands and wondering if this may be the greatest repositioning of soda ever.
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Thanks for having me @aishashok14! We covered a lot on this episode of The Founders Foyer — from a tactical guide for how to define your brand’s personality to picking a domain to getting rid of jargon using the The Bar Test. Give it a listen and let me know what you think.
What an energy bomb @hiiamArielle is with all things brand strategy! 💣 . We chatted about building a startup’s brand, finding a brand personality, avoiding jargons in messaging, & more—so many stories from her Gmail, Square, Maven, Peloton experiences.👇🏼.
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6/ Some of it will be based on this @firstround Review article, but think live sessions, Q&A, and breakout discussions, all within an intimate community.
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Interested in a tour of duty that will immerse you in the startup world, accelerate your career, and have you working with @phineasb, one of the smartest and nicest VCs out there? Read on and apply to this role at @firstround !.
I just published Are you my next Chief of Staff?
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So cool to tour @BoweryFarming's new farm last month that's now open for business, sending 30x more produce to new places like @sweetgreen. Yum!.
This automated indoor farm is growing so fast, it makes you think this thing might work
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Crazy that this time last year @geteero "had zero customers, and basically this category didn't exist"
How Eero plans to fend off wi-fi rivals: lower prices and no distractions
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23 of 25 spots filled. If you're still thinking about applying, act now. Replies and DMs open for questions. Class starts 4/24 🎓.
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Congrats to @themollette and @DormRoomFund on being bigger and better with fund IV! If you’re a student entrepreneur, find a way to get involved:
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-- woot! -- where the best instructors from around the world build engaging, interactive cohort-based courses.
👀 Wes, Gagan and Shreyans’ startup no more. We finally have a name!. We’re now Maven. Check us out at
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Calling all angels 🎶. oh wait no, no not that Train song stuck in my head! Applications are open for the 10th cohort of @firstround Angel Track. Apply by 2/20 to level up your angel investing and join a growing community of hundreds of impressive alums:
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Just got @HAIMtheband tickets! When Ticketmaster actually works it feels like a tiny miracle! 💫
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I'll be a mentor in this cohort. Excited to meet you and learn from you too, future mentee!.
It’s not too late to sign up for the spring cohort of Fast Track, our long-running mentorship program. We’ve helped match up 3400+ mentorship pairs and we are just getting started. Apply here to be a mentor or mentee:
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Helped two @firstround companies that launched today, but my friends are going to be more excited about my easy weeknight dinner recipe on @joannagoddard's A Cup of Jo:
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Before you buy podcast ads or try to spin up your own podcast, read the latest @firstround Review piece on how exactly the @Levels founders got on 100+ podcasts:.
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Everyone needs subscription metrics, but everyone’s reinventing the wheel in spreadsheet hell. Enter Subscript. Loved working with @sikakkar and Michelle via @firstround and great to see them covered by @christinemhall in @TechCrunch today:
I'm so excited to share this exciting news about what Michelle Lee and I have been up to the last year, building Subscript: . We’re creating the first subscription intelligence platform 🧠 to make SaaS metrics really fast, easy,…
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9/ Interested? Fill out this 1 min form: This will help shape the course and indicate your interest without committing you to anything yet. Hit me up with any questions. I look forward to meeting you!.
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I've read about dollar bill letters before, where marketers attach actual one dollar bills to direct mail pieces. The technique dates back to the 1920s and is covered in "The Robert Collier Letter Book" first published in 1931. But I never got one myself. Until today.
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It's an exercise bike with a subscription content service. But wow did Peloton connect emotionally with their target user in their new TV spot: Nice job @mekanism @onepeloton.
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@jessicraige @rahulvohra @molly_g @lennysan @fosslien @davegirouard @DavidSpinks @lloydtabb And to you, @emannstan, @sarahhallam_, and OGs @camillericketts and @shaunyou too for running the best slice of the internet for going deep into company-building tactics and habits! 🥂.
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Loved having @ImChaseMohseni from @PencilAI in the last cohort of my @MavenHQ course, so it was great to reconnect with him about all things brand and marketing on the Pencil podcast, Add Creative. 🔉Listen here:
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"Your brand is a series of consistent decisions that bolster your positioning and demonstrate what you stand for. You should be able to take any business decision . filter it through your brand identity, and arrive at an on-brand answer that you can act on.” YAS @TripleJas!.
New article is out! How you define brand is how you operate your entire business. It should effect every part of your co from UX to ops, product, sales, HR, everything. "The New Definition of Brand: A model for every business activity" #branding #marketing
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Career Hyperdrive with @Delikwu. David is insane in a good way. He runs newsletters, a podcast, a new startup, and works full time in product ops. He's a lawyer, an ad man, a founder, and more. ✨Learn how to run your career rather than have it run you:
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@LindsayGo1dman So glad I wrote back to that cold email and took you up on the offer! You obviously knocked it out of the park and it help open some well deserved doors for you. 🙌.
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"Fixer" manager? I was 🙋♀️. If that's you, read through these coaching tactics from @ahossain24 and start shifting some of your conversations right away. (Fun to see a @firstround alum on the Review too!).
New on The Review:. As managers, it's easy to fall into the trap of fixing, trying to solve everyone's problems. @TheGrandWorld's @ahossain24 & Mindy Zhang make the case for why managers should borrow from the coaching world, sharing 4 practical tools.
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We couldn’t be more excited to welcome Todd Jackson, our first VP of product! http://t.co/JHyMz9No9G
http://t.co/eOvvtkzDD0.
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Google, having run out of descriptive and suggestive words to name their multitude of messaging products, decides to fuck it and just use two at a time, naming new product “Google Hangouts Chat”:
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Fascinated by the growing number of women who want to eat "clean" (gluten-free, dairy-free, plant-based, organic, whatever) but then fill their bodies with chemicals (botox, fillers, silicon, and more). Cognitive dissonance that's ripe for a brand to get in there.
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Super useful for guide for copywriting landing pages — going to start sending this *before* I ask founders for a draft to edit ;).
Many landing pages prioritize a startup's story, rather than the journey of the customer with a startup. In this @atlas guide, @copyhackers shares the elements of effective landing page copy (with examples). Give your landing pages a fresh coat in 2019: .
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“If product-market fit isn’t there, no amount of celebrity and branding is going to make your startup successful,” advises @Studs' @labubs. Read more about building a brand on a budget (their marketing launch budget was $75K) on the @firstround Review:
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7/ Of course, it’s through @mavenhq — I worked with @gaganbiyani and @wes_kao on their own early positioning and helped them name the company. How meta, right?! The initial cohort will be small (<25 people) and take place later this year.
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Don't miss the 10th edition of @firstround’s annual best pieces of startup advice. So much wisdom on the Review last year — bookmark and dig in to start 2023 off right:
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Wow @bearnibbles nailed viral marketing at pre-K lunch time! My 5 year old knew these come with cards and you can mail in 10 barcodes for a map + stickers. He convinced me to buy these -- and I felt good about because they are just fruit + veggies (he thinks they are dessert).
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Yes! @drinkhaus hit the sweet spot with this effort. And did it all in 2 weeks.
To quote my friend Amac, “[this is] probably the best brand response to COVID I’ve seen – authentic, on-brand, thoughtful, impactful, unique.” Yup. Mad respect. @drinkhaus x Restaurants. By @magdalenakala
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Love this. Great messaging comes from seeing how people actually talk about your product + your ability to guide that discussion. I nerd out with the Wayback Machine to see how companies positioned themselves early on. Reading what users said about them is the other side!.
I love tracing consumer apps that are now huge back to the very first Reddit post about them. It's an unvarnished look at the original "wedge" - and the level of doubt every new product is up against. Some gems ⬇️.
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Why a single customer target is better than the "go after everyone” mindset and how to find yours: @firstround.
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