“I think the brands paying attention to that are the ones winning over the long term, not just creating a flash-in-the-pan viral moment.”

“When you talk about retention, it's not just about sending a flow or an email. It's how you specifically talk to that consumer.”

“A lot of my friends are founders, so they've also expressed some deep curiosity about what their exit would be like. Life after founding. Who are you after everything you've built is gone?”

“Founders don't understand that it's actually easy to get into retail. The hard part is staying in retail.”

Every day, the traditional ways of searching are being upended by the new rules of GEO and AI.

“A brand with soul is definitely not interested in chasing trends. They are more focused on what is timeless and what is true about what they have to say.”

When a spring dewiness starts to collect, messaging differentiation is out. Your brand gets lost in a pastel fog.

“This was literally my journey. If I didn't tell this story, then what's the point? I'll do all this work to hide behind polished brand images?”

We're always looking for creative shares and inspiration. Please share what you’re reading, watching, listening to, and taking in culturally. We'd love to hear from you!

“Leaders are thinking about what a modern organization looks like, and that's something I'm excited to play a role in creating.”

The Antonym shared reading list contains multitudes: modern day cults, bears, queer natural history, manipulation of reality, you name it. And, it is all so beautiful to see.

“I love turning data into a story. If you can't distill the insight into one sentence or one slide, then we're not there yet.”

In all the talk of funnels and seamless experiences, one belief came up in every conversation. The future of brands will come down to something fiercely elemental: trust.

“I'm not for being on every channel, everywhere, all at once, all the time, with everything, because it isn't easy to do that well or meaningfully.”

The holiday season presents a distinct challenge for copywriters. Holidays, by nature, rely on familiarity, comfort, nostalgia, tradition. And yet…

We attended BeautyMatter’s NEXT50 Summit in LA, and every talk, in every session, highlighted storytelling as the most critical strategy in successful beauty growth and scaling.

“You've got to be brave enough to realize that you can't, and shouldn't, try to be everything to everybody.”

Sameness is the deadly enemy of branding. But the temptation to use the same words over and over as shorthand for legitimacy is strong.

Our founder Amanda Aldinger’s recent interview on the series On the Horizons is a must-watch for anyone in the beauty industry.

“The board of a conglomerate cares about P&L and our value proposition, not conversion rates and managing the PPC.”