Flying is accidentally the best ever environment for DEEP work and reflection.

Writers like @rickygervais do their best work on airplanes.

Here's 6 reasons why.

THREAD...

If I had to give a lecture series on marketing, here's 11 points I'd include:

1. Data is like protein:

It’s valuable - but it shouldn’t be your *only* input.

If all your decisions are guided by A/B tests, you’ll eventually end up with a porn site.

2. The infinite ROI skill stack:

A. Understand how people work - Lindy.

B. Understand platforms + culture - Ever-changing.

Live in the barbell.

3. The best marketers are open source for the *first time ever*

• You can visit ad libraries
• You can sign up to newsletters
• You can see the copy on their website

There's no centralised database like Github - but it's there for the resourceful

4. Copy or reverse-engineer

A. If you want to do good marketing, just copy the greats.

B. If you want to do great marketing, reverse engineer the principles behind great marketing.

Warning: You will then be copied.

5. Think with headlines first

Mr. Beast has full time staff who's sole job is to write headlines for YouTube videos.

If the headline is good, they then make the video.

This is the inverse of making the headline fit the story.

Think of distribution before creation.

THREAD: The top 0.1% of ideas I’ve stumbled upon on the internet.

The rabbit holes (without the distractions).

1. Directional Arrows of Progress

“Study the undeniable arrows of progress.” - @wolfejosh

• The future is kinda like a crossword puzzle.

• Nobody is going to spell out for you - but clues exist.

• Wolfe uses the trend line of history as clues for the future.

• E.g. Look at this directional arrow of progress

• Every time the computer gets more powerful, smaller and closer to our bodies.

• Wolfe used this trend line to bet that Brain-Machine interfaces will be huge and started funding companies in the space.

2. The Cobra Effect

”When a measure becomes a goal, it ceases to become a measure” - @G_S_Bhogal

• British colonialists tried to reduce the snake population in India.

• They offered bounties for dead cobras with cash given out to the killers

• The incentives back-fired...

• The local population started breeding cobras & killing them.

• When the government discovered this, the reward program was scrapped.

• The cobra breeders then released their $0 snakes into the street, making the problem much worse.

THREAD: The top 0.1% of marketing mental models.

Compressing a 6-year career into the best 8 ideas:

1. Contrast Is A Drug

• Rolls Royce stopped exhibiting at car shows

• They started exhibiting at private aircraft shows

• "If you've been looking at jets all afternoon, a £300,000 car is an impulse buy. It's like putting the sweets next to the counter" - @rorysutherland

2. The Best Content Involves A Red Pill

• "If you want to build a good podcast, following, or blog - you've gotta create your red pill"

• Hand society something they're not hearing anywhere

• Society says blue pill. Your content says red pill.

(@finnscave via @ShaanVP)

• The irony is that the red pill metaphor is itself a red pill - once you see it, you can never unsee it.

• The best content creators on the internet all have their own red pill, which makes their content so enticing.

E.g. @jockowillink's red pill:

• Society's Blue Pill: Writing is a boring activity from school

• @david_perell's Red Pill: Writing online is the fastest way to accelerate your career

THREAD: 15 of the most useful razors and rules I've found.

Rules of thumb that simplify decisions.

Bezos' Razors:

• If unsure what action to take, let your 80-year-old self make it.

• If unsure who to work with, pick the person that has the best chances of breaking you out of a 3rd world prison.

Skinner's Law:

• If procrastinating on an item, you only have 2 options:

1. Make the pain of not doing it greater than the pain of doing it.

2. Make the pleasure of doing it greater than the pleasure of not doing it.

Luck Razor:

• If stuck with 2 equal options, pick the one that feels like it will produce the most luck later down the line.

I used this razor to go for drinks with a stranger rather than watch Netflix.

In hindsight, it was the highest ROI decision I've ever made.

Bragging Razor:

• If someone brags about their success or happiness, assume it’s half what they claim.

• If someone downplays their success or happiness, assume it’s double what they claim.

The map is not the terrain.

Someone asked me recently about breaking into the video game industry as a writer / narrative designer. There's so, so much good advice out there that I only tend to hit this topic on rare occasion. But it's been a while, so let's go!

(Why my answer is worth anything: I've been doing this for about fifteen years and I've hired a lot of writers and editors. Why my answer isn't worth anything: My view of the industry is fairly narrow and I haven't tried to break in for a while, so I'm arguably out of date.)

First: Write, write well, and write video games. Published non-games material is great, but at this point there's no reason not to put together a Twine game or similar to add to your portfolio. Show you're interested in the medium.

If you're applying to a job that requires a writing test (most companies serious about narrative will require one), do what the test says. Follow instructions. Show you can deliver what your client is asking for. Do it well.

If you're submitting other samples, make them diverse in style / tone / character voice--show range. If you want to be artsy and experimental, you can INCLUDE that but it shouldn't be the focus. I want to know someone can tell a straightforward story adeptly. Basics first!

When you report a piece for two years & then write it up in 8000 words, there are obviously lots of things on the cutting room floor

But this 🧵 isn't about that

This thread is about something else not in the piece: what it was like to actually *do* this research & writing

1/

Let's start with the fact that my main paying-job is *not* ethnographic journalist on tech companies. It's being a law professor. I teach property, info privacy, and internet law.

It is a fantastic job, but it is full time, particularly in your first few years teaching.

2/

That means at the same time as I was traveling back and forth across the country on red-eyes to be at FB to do this work I was also giving 26 two hour speeches about adverse possession and eminent domain to 70+ 1Ls.

Would not recommend.

3/

But how did I even start doing that? How did I get access inside Facebook?

I will tell you the secret: *I asked.*

4/

I went to a PR person at FB & one of the people who does stakeholder engagement in early 2019 & I said:

"Listen, I think that this Oversight Board thing is going to be a big deal and you are telling people you are doing this transparently. So you should let me report it."

5/

LARPing Our Way To Armageddon

The intense and present danger of fantasy

a thread

One of the interesting things about the scifi / fantasy writing community is that it contains many people who have much higher tolerance for fantasy than the norm.

People who can be around fantasy a lot, without losing track of reality.

Counter intuitive perhaps. But people who deal with fantasy at a professional level become expert at recognising its stench.

That's a useful skill in 2021, when the world, and particularly America, is being sucked into a vortex of unreality.

Because human beings do not, as a rule, have good tools for distinguishing fantasy from reality.

This isn't a bug of humankind, it's very much a feature.

Humans are what we are because of our ability to engage in the shared fantasy we call society / culture / civilisation.

Homo Sapiens are the species that LARPs

Which has always brought with it some structural issues

That just got waaaaaaaaaaay more serious

A few words on the passing of William Goldman: In addition to being a legendary screenwriter, he was a friend and mentor to so many other writers, offering guidance and support, directly influencing hundreds of films beyond his own work...

In 2009 a few of us organized an outdoor screening to commentate the 40th anniversary of “Butch Cassidy and the Sundance Kid” at the Tribeca Film Festival. Writers such as Tony Gilroy, Aaron Sorkin, David Koepp & Scott Frank each spoke to praise Bill...

As each discussed how Bill had been instrumental in inspiring, teaching and supporting them, it really sank in as to what an extraordinary impact this man has had on the landscape of cinema...

Also at that screening we’re 5,000 people who had come to watch one of their favorite movies on a chilly April night by the Hudson River. Bill touched millions that never got the chance to know him personally, but got to know his films like close, enduring friends...

There are few screenwriter who have made the impact William Goldman has - on the form, on the culture, and on fellow writers. He is a world treasure. And though he is no longer with us, his films will be with us as long as people still have a love for cinema...