The Sunday Letter, 6 Jan 2019

Happy new year! (Also, happy New Moon!) This year is a no-BS, take-no-prisoners kind of year. Therefore, I’m going to call you out today if you ask your people to create ‘authentic’ content or experiences. You won’t like me ordering you to be quiet about it, but I do it for your own good. Here’s why. If you want ‘authentic’ content, or an ‘authentic’ experience, then you actually have no idea about how to be yourself. You have no idea about how your brand is supposed to act.

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