Laxer

To the few people who aren't on Lior Frenkel's mailing list, I thought I would share Popcorn's latest episode here. It was fast, fun and furious, and by the amount of messages I got this morning, it was also quite entertaining and interesting. Enjoy. https://lnkd.in/e2VJ6qnx

Many Linkedin gurus recommend writing every day. Some recommend twice a day. While others are adamant that the secret is posting exactly twice a week. I'm no Linkedin expert, but I do know what works for me (and a few of my clients). First of all, you need a few killer pieces. It can be a regular post, a video or even a carousel like this one. It needs to have an opinion. In this case, my opinion about Linkedin gurus. It needs to create interest and make the case for Why You. You need to be able to picture the person who will read this. If you believe you've created the right piece for the right person (let's say a founder or CEO of an innovative startup), you should probably sponsor it and make sure it reaches them (and other founders and CEO’s). How much should you put down for this? It depends, but I won't share that now. That's part of my pitch that I prefer giving in person. Once you have your killer piece and your audience all set, you can also start connecting with people who fall in that same category. They're quite likely to have seen this piece (or a similar one) and will be more receptive to your connection request. But right before you send out that connection request take a second. Think about all those annoying and irrelevant connection requests you get daily. Don't be one of those guys. (It’s always guys, right?) Be different. Or at least talk to me before you decide to do it (: Hope you find this helpful.

A strong brand strategy isn't just about reflecting what you do or telling your story in a creative way. It is ultimately about helping you understand where you can and can't win. It's about understanding where your opportunity lies, and on what part of the playground you should be playing. Surprisingly, most brand strategies don't provoke enough conversation around the 'winning' question. They are often too busy simply selling other services, primarily design, a new website, a new campaign and so on and so forth. But for businesses that truly seek a competitive edge, and not just a distinct color palette and logo, a brand strategy should be able to answer that ONE big question your customers will ultimately ask "Why you" & "Why now"? #brandstrategy #position #standout Laxer

Local folklore claimed that what killed the Sussita, Israel's first and only car, were the camels' fondness for its fiberglass frame. Most Israelis, or at least those old enough to know that Israel once manufactured its own car, consider the Sussita to be synonymous with junk; a colossal blemish on our otherwise trailblazing industries. That's what I also thought -- until I went to an amazing exhibition at the Haifa City Museum this week that sheds another light on the Sussita story, filling quite a few gaps for me on its storyline. Yes, final result was failure. But the bold vision of its founders is as inspiring as the greatest success story you've ever encountered. At its height, the factory had 7000 employees, and Haifa was called the Detroit of the new Hebrew state. The Sussita was exported to such countries as Finland, Turkey and even the U.S, and even had a sexy sport model called the Sabra which definitely is not what you'd expect from the otherwise boxy aesthetic they were known for. In one of the greatest marketing campaigns you've never even heard of, the brand teamed up with Yedioth Ahronot, the country's biggest paper, sending 3 journalists with their Safari model to tackle 30,000 kilometers of African adventure. Surprisingly, the only problem the car encountered were a few flat tires and a minor oil block (really minor). I could go on and on, but then you would have no reason to visit the exhibition yourself. I found it not only inspiring, but a reminder that failure is only a badge of honor on the journey to great things.

I see a lot of ads lately about "the 25 books CEO's must read" or how to be "the most interesting person in the room" and so on and so forth. While I'm sure there is a certain type of person (obviously not a CEO) who might be inclined to click those baits, it actually got me thinking about one of the most interesting people out there that quite a few CEO's actually do listen to. And I'm not talking about Gary Vaynerchuk. I'm talking about comic genius Tim Dillon who can't even be tagged bc he doesn't really give a f&*% about what's happening here on #Linkedin. But before you go check out his weekly podcast expecting some practical go-to-market strategies or managerial insights, be warned that his style isn't for everyone. Dillon has mastered the art of seemingly talking about NOTHING while actually talking about EVERYTHING. He not only articulates the zeitgeist, he actually interprets it. For example, in one show he discusses with someone "what is more poor?ocean-front or lake front property". For over an hour they attack this seemingly trivial issue from every angle until it turns into something truly existential. Until the audience gets a glimpse into what it truly means to be rich, American, paranoid, prosperous, happy, hopeful etc...until the audience truly feels what it is to live the #zeitgeist, and not just read a definition. But what surprises most about Dillon is that quite a few CEO's actually do listen to him (I've met 3 over the past 2 months who have a man crush on him), not to mention Gary who was on his show a little while back. Beneath his moronic facade lies a brilliant guy who sees modern society, brands, business and culture, in a truly spot-on way, constantly challenging conventions and provoking thought. Almost every week he leaves me with multiple a-ha moments, not to mention the simply immeasurable pleasure of listening to his naughty delivery. While his style and substance might prevent him from ever appearing in the top 25 list of books a CEO should read...he is nonetheless an invaluable, inspiring, and even addictive resource to those who seek a better understanding of the human condition in all its gore and glory.

When Marshall McLuhan coined the term the medium is the message I don't think he envisioned the digital jungle in which we now try to communicate. While each channel today has its obvious DNA, providing unique opportunities for brands who can understand and leverage the ins and outs of each one, it's also becoming painfully apparent that many brands get lost trying to be something else for different audiences. In the constant desire to be everywhere and to say just what the right audience wants to hear at the right time, brands run the risk of losing their authenticity, and as a result, losing hard-earned trust. In our most recent Brand Jam Podcast | ברנד ג'אם פודקאסט episode on the Attention Economy, we entertained the thought of updating Mcluhan's famous phrase. Yes, the medium is important, but the message is ultimately the message, and at a deeper level, brands who truly know what they stand for will find new and unexpected ways to communicate without diluting that essence for a few extra likes. Tamar Dan Dave Shamir

If I had a dime for every time someone told me that people don't read anymore I'd probably have enough money to finally write my novel. But the truth remains that people just don't read bad and boring ish. Or long diatribes written by #ChapGPT bots. When you actually have something to say, and you know your audience, people surprisingly take the time to read. I'm not gonna lie, it's getting more challenging to get the message across these days, whether it's a long form article, a website or even a podcast. Primarily, because everyone is dying to be heard even when they don't have much to say, and that's making people tune out from where you'd hope to engage. But this also provides brands with an opportunity to stand out with quality and purpose. For every #vc out there being boring, you have an Aleph that creates content worth your attention. For every #founder telling their followers they will be in Vegas and they're open for coffee, there are those who share their meaningful journey towards the next greatest thing. And so on and so forth. In our latest episode of Brand Jam Podcast | ברנד ג'אם פודקאסט Tamar Dan Dave Shamir and I explore what it truly means to stand out in today's #attentioneconomy. We relentlessly attack the topic from numerous angles with a mix of humor, sarcasm and endless examples of good, bad and mediocre. If you're the audience we think you are, we have no doubt you'll enjoy this episode. Links to all your favourite channels where such links usually appear. Have a gr8 wknd.