Beam Content 💡

Why can't Tuesday pick Saturday up off the ground? Because it's a weak day. 😎

I say this as someone who has worked on literally hundreds of customer stories over the years: vendors are scary flexible with how they put these things together. "Just leave a placeholder, we'll fill in the ROI data later." "Can you write a pull quote for the customer and we'll get approval?" "That doesn't make us look good; can we cut?" They wrack their brains on how to make the metrics sound good. They bend over backwards to get a story, any story, from the marquee enterprise logo while ignoring hundreds of happy mid-market customers. They tie everything up with a nice Problem/Solution/Outcome bow and leave the pretty package sitting on a shelf. I'm over it. Vendors: stop using case studies as a way to pretend your shit don't stink. Buyers: take the outcomes you read in a case study with a huge hunk of salt. (Oh wait, you already know that; so really this is just for the vendors.) You don't have to focus on where you don't shine, either: just shine the light on your customers instead of trying to outsmart them.

✏️🤓↪️

“This year, my goal was three ‘long’ runs (marathon and up). I did it. Plus, a whole bunch of other fun races. I ‘won’ many of the races, if you go by time and when I finished compared to the other competitors. But I truly won because I have: - a partner who supports me - a running partner who wakes up before the sun with me - kids who tolerate mom not being around for many hours - a group of neighbors and friends who show up to cheer me on even if they only see me run 100 meters of a 30+ mile race. - and restored health, the greatest gift I've received this year. Today, I found out that I won the running lottery—I get to run the Berlin Marathon next year. So, instead of training for volcano mud sliding skills, I will be training for speed. You'll find me running lots of laps around modest soccer fields with cows watching me. I can't wait to run my first of the Abbott WMMMs. As someone who has ran since she was 12 years old, my inner child is dancing. And I can't wait to run alongside others who just get it. We're a weird crew, and I can't wait to just go for it.” — Rebecca Nash 💡, Beam Cofounder

We’re not here for the drama, just the nostalgia. Here you go: https://lnkd.in/ev69F3yD You’re welcome.

What’s Chapter One?

“Director of Content”: expectation vs reality

Search intent: ☑️ informational ☑️ commercial ☑️ navigational ☑️ transactional ✅ my kid doesn't believe me about something

It’s beginning to look a lot like “hey, we’re doing 2025 planning” everywhere you turn.

gobble gobble