Brandon Echter

For the final episode of Fund/Build/Scale's first season, I sat down with repeat founders Dheeraj Pandey (Nutanix, DevRev) and Manish Chandra (Kaboodle, Poshmark). For more than an hour, we discussed some of the fundamental challenges founders must overcome if they hope to be successful over the long term. Some of the takeaways are below, but our conversation went well beyond basic best practices. We talked about how they learned to embrace paradoxical values, overcome feelings of isolation, stay in close touch with customers, and perhaps most critically, adapt to challenges. As Dheeraj said, "building a startup is a mental game more than anything else." I'd like to thank everyone who's backed Fund/Build/Scale, starting with Navin Chaddha and Kamini Ramani at Mayfield Fund and Rehan Jalil at Securiti. They've been great sponsors, and I'm deeply appreciative of their support! Season 2 starts soon, and I don't want you to miss an episode, so please subscribe!

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Does your digital advocacy campaign need a bubble bath? Axios has identified 12 bubbles impacting the 2024 presidential campaign and there are implications for issue advocacy here as well. It's useful to think in "bubbles"- it provides a way of thinking about reaching your audience that's less tactical than thinking channel by channel. How many places can you reach your audience? How can you surround them with your message in their bubble? And be nimble...bubbles burst. And new ones form.

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UGC creators should be on red alert. UGC is turning AI-GC. We've been sharing our thoughts on AI disruption on Influencer Marketing, and predicted UGC was the most vulnerable category of the creator economy, the most susceptible to transformation. Now Techcrunch reports that TikTok will allow brands to create UGCs (more like AI GCs) with genAI. What does this mean for creators? What does this mean for brands and agencies? Will YouTube and IG follow? https://lnkd.in/dU-iPaBK

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The reinstatement of Net Neutrality regulations got buried under news coverage of the TikTok “ban” bill, but last week’s FCC decision shouldn’t go unnoticed by marketers. Affordable, accessible bandwidth is essential to our business and our clients’ business. The video and tech heavy experiences that have come to define so much of modern PR and marketing rely upon broadband. I’ve long been a proponent of a broadband program similar to the Rural Electrification Act of 1936 (which helped get bypassed Americans on the power grid). While we aren’t there yet, restoring Net Neutrality and looking at broadband through the regulatory lens of public utilities will likely speed infrastructure expansion. To use a railroad metaphor: the fastest train in the world can only run at the speeds its track allows. Comms and PR people can create the most innovative experiences, but they will always be constrained by bandwidth. The more that true broadband coverage is available, the faster our ideas will run. NPR published a great primer on net neutrality last week that is worth a read if you need to get up to speed: https://lnkd.in/ecNp9vmf #broadband #netneutrality #PR #digitalmarketing #bandwidth #FCC #BidenAdministration #ruralbroadband #InternetAccess

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I wrote a piece for Politico on major trends buffeting the media including artificial intelligence, deepfakes, and fighting disinformation in an age of dwindling resources. The conclusion is that founders, CEOs, politicians and others in the public eye now face an exponentially increasing threat of reputational damage. In today’s media landscape, a single negative review can quickly go viral, a poorly phrased statement can trigger a global backlash and an ill-judged joke can wreck careers. While the media world’s pace of change is dizzying, the words written by businessman Warren Buffett almost a decade ago have never been more relevant: “It takes 20 years to build a reputation and five minutes to ruin it.” Article here: https://lnkd.in/dtTNY4PU

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Anne Helen Petersen's latest story for her Substack, Culture Study, (subscribe! It's great) on the transformation of People Magazine and the broader implications for media, especially indie publishers. From its glory days to its struggle to remain relevant in a digital-first world, Petersen examines the real effects of SEO and content aggregation. (Bonus: learning what happened to About.com) Petersen linked to another article about how recommendations are usually reverse engineered by "experts" paid to churn content and boost a website's ranking: https://lnkd.in/egUKJU53 As a publisher myself, I found this a sobering read--it feels like the independent publishers out there simply don't have a chance unless we turn into aggregate SEO farms. 📚✨ #MediaEvolution #IndiePublishing #SEO #DigitalTransformation Read Petersen's full story here: https://lnkd.in/emgHqiKE

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I’ve found myself having a lot of conversations about AI with media companies and creators for the past several weeks. From publishers considering licensing to LLMs to content creators thinking about how different tools might enhance workflows or creative output, my overwhelming sense is that we’ve reached a moment of mass confusion in media. For media companies (from individuals to conglomerates), there is a cascade of questions. Will the output of a model one day destroy my business? Should I wait for a legal or regulatory response? Should I be dealing with these companies? And even if I wanted to, has the ship sailed and it’s now too late? I’ve been surprised by the consistency of questions across companies with different businesses, and in different verticals and sectors. The answer that comes up most is we just don’t know. And as a savvy media exec said recently to me, we need to have a good umbrella instead of just shouting at the rain. Across all this uncertainty, one thing remains clear: as AI becomes more a part of our lives, audiences, readers, and fans are going to be increasingly seeking craft, meaning, and connection. These are things that LLMs can’t quite replicate and as a mass of AI generated content floods the zone of our distribution networks, how will we find these vital and necessary values from the scarcity of authentic stories, information, and entertainment that we turn to? Well, we just don’t know. But, we do know that GenAI platforms need to understand the concerns and realities of creative work and the anxieties very much at play. At the same time, media companies and creators need to find the opportunities to use these tools to deepen their connections and refine their craft. Both are challenges, but there is opportunity if we look for the the creative tools that will enhance and enrich but not replace the people best equipped to be crafting the next generation of creative, meaningful work.

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🔮 Prediction: The recent introspection into the terms and conditions of Spotify unveils an anticipated transparency that puts the safeguarding of user data at the forefront of business operations. It sets the stage for consumer trust to continue to grow and solidify in the coming years. 🔍 Commentary: - Exploration of Spotify's terms and conditions reveals a commitment to data privacy and security. - Emphasizing the importance of protecting user information is a positive step towards fostering trust and loyalty. - Transparent practices like these are crucial for modern businesses to thrive in an era where data security is paramount. 🌟 Key Takeaways: 1. In a saturated digital landscape, trust is the currency that customers value the most. 2. Prioritizing transparency and data protection can be a strategic advantage for companies looking to differentiate themselves in the market. 3. The spotlight on ethical data practices not only benefits customers but also bolsters brand reputation and credibility over time. Join the conversation on the evolving landscape of data privacy and its impact on consumer trust! 🚀 #DataPrivacy #ConsumerTrust #Spotify2024 --- Command Your Brand

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My idea of relaxing over the holiday weekend is researching music streaming platforms and seeing how they compare for both artists and listeners. After trying out a handful of services, here's what I found: -Qobuz has the best royalty payment (nearly 1.5 cents/song) but the clunkiest UI and is missing a few crucial albums (including a favorite From Hüsker Dü). Curation is pretty much non-existent, though they have a killer newsletter. -TIDAL has the second-best royalty payment (nearly 1.0 cents/song) and a Spotify Connect-like interface for smart speakers, but is also missing some key albums (like a few Stereolab favorites) and has some weird design quirks. Also, it appears their curation efforts were more or less curbed after recent layoffs. It's still a fantastic app. -Apple Music pays 2x more than Spotify. It unfortunately has a 100,000 song limit for the user library. For someone who’s been listening to digital music for 25 years and amassed a totally legal library (combined with saved streaming albums), this is unacceptable and something that's been the case for nearly a decade. It’s also missing more albums than any other service I tried (including a few Kim Deal singles). Curation is good, but nowhere near as good as when the service first started, as many of the official playlists I follow haven't been updated in years. -Out of everything I tested, Spotify is the best in terms of music availability, worst in terms of royalty payments to artists, and the best curation/playlists. I do wish I could turn off "made for" playlists for genre playlists as it's constantly feeding me songs I've already heard, and I look to these playlists for discovery rather than reminiscing or nostalgia. (Unless, of course, it's "Songs Like 'Reminiscing' By Little River Band.") They are also missing some Drag City artists like Joanna Newsom (likely due to the artist's choice) and are the only service I tested without a lossless option, though I assume this will change eventually. I've been a Spotify user for a year, making the switch after I hit Apple's 100k library limit. I will likely stick with the service for some time, while simultaneously supporting artists (and getting my Newsom fix) via Bandcamp and live shows. That said, whoever gets Spaceman 3's The Perfect Prescription first is the service I will stick with for life.

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“I just need a few key messages that I should hit.” It’s a common request that every communications pro has encountered many times ahead of a media interview. And if you’re anything like me, you roll your eyes. Why? Because key messages are fine and good, but only if they are used to form a broader narrative. More often than not, they’re seen as a license to be repetitive, robotic and focused only on your own outcome. Brute-forcing key messages down a reporter’s throat doesn’t help them do their job. Media opportunities are a two way street - you give value, share expertise and contextualize whatever you’re talking about in exchange for the profile the media outlet can give you and your business. The best and only way to respect this duality is to shape a simple and memorable story which contains the messages you want to hit, and which shows instead of telling why what you’re discussing is important and meaningful. I used to keep a folder of video clips that could’ve been titled “when key messages go wrong” - often depicting some hapless executive or politician stumbling through a repeated response straight from the message sheet he or she was handed. They universally looked silly and unprepared, and the interview did nothing but undermine trust and damage the speaker’s reputation. Next time, before the camera starts rolling, think about a story instead of a key message. Your brand will thank you.

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Few brands, if any, manage to start with an audience of new parents and expand. But the folks at Hatch did just that when they realized the Rest light-up sound machine was being used by parents who wanted one for their own room. Cue a new product line, replete with a brand repositioning and one heck of a social listening strategy. Loved chatting with this team about their experiences for Modern Retail! #ecommerce #retail #sleep #wellness #rest #marketing #influencermarketing #celebrityinfluencerse #social #socialstrategy #sociallistening https://lnkd.in/dka_pXJ4

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SCOOP: An OpenAI pitch deck obtained by ADWEEK reveals the details of its Preferred Publisher Program. The AI firm has courted publishers, like Dotdash Meredith, to partner by promising payment, “richer brand expression and greater visibility in search results. My latest for ADWEEK: https://lnkd.in/egiVYmr8 #media #AI

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Bloomberg News: "In a new partnership with Vote.org, people will be able to register to vote, sign up for election reminders and make a plan for Election Day from within Snapchat. In 2020, the app registered 1.2 million people to vote, making it a prime platform for political advertisers to reach voters. More than 80 million Americans of voting age use Snapchat every month, according to the company. Snap will also prominently feature politically focused content from NBC News, including on-the-ground coverage of key events from conventions to rallies and speeches. In order to help those users make more informative decisions, Snap launched in 2016 its Good Luck America news show, which offers perspective and explanation around key events from both political parties. This year the show will launch a new series called Campus Tour from colleges across the country. Also, Snap’s partnership with NBC News’ “Stay Tuned’ program will present a series that talks with Gen Z voters in local, state and federal elections about issues that resonate with them. Political ads on Snap are vetted through a 'rigorous human review process,' as well as fact-checking with nonpartisan partner Poynter Institute, and a registration and certification process for potential ad buyers. The app will screen for misleading information, including those using artificial intelligence to create deceptive images." https://lnkd.in/gWKJM-EF

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Happy Monday! This one is for founders (most PR folks know better): Asking reporters "can you please feature our product/help us out" is the quickest way to guarantee 1) no response 2) no coverage Please do some basic homework to understand how journalism works

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Our favorite impact.com partnerships duo (affiilate + creator) took #iPX24 by storm! Thanks to Vana Han, Jessica Turner, Brittny Kindred, Caitlyn Kumi and Amelia Glynn for taking the stage with me - your insights, tips, and best practices were so tangible and actionable. If you didn't make it live and want to learn more, you can dive into the top session highlights here ⬇️

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The #homepage (tries to) strikes back. What's your favorite homepage? After discovering the creative whisperer, Rick Rubin's Squarespace colab website Tetragrammaton (https://lnkd.in/eqiK4mNz), it brought home the renewed importance of the homepage that I've felt over the last few months. Go there and see this radical presentation of a website — bare bones, just the work — no ads, no snag-me-up pop ups, no neon, or megaphone headlines, or links out to social media or pleas to click, subscribe, and pay. #Nothirst is another way to put it. "The platform never seeks your attention and hopefully, because of that, it earns your attention," Rubin told Fast Company earlier this year. What if homepages — content creators — created with this type-of intention? I'm not sure a world absent of #marketing is the right way. If I write a book, I still want the bookstore to sell it, even put it on a table, let me talk into a mic; hold a champagne, poetry slam; meet other authors, etc. But there is something to be learned here on the investment into a homepage — being a unique place to hangout. How do you find out about the hangouts? (How to discovery?) Especially in an age when platforms are shuttling less-and-less traffic to links, and now Google with their #AI overview search results. "As AI has come for search, products like Perplexity and Arc have come under scrutiny for combing and summarizing the web without directing users to the actual sources of information," David Pierce writes in Verge (https://lnkd.in/emaUuwr4). #Search is giving you less reason to go to that homepage. A sandy problem to hold, but it's fun to imagine a way of creating a new infrastructure of the internet. Almost like the internet needs new roads, bridges, signs, town squares, public transportation. (#fediverse is one idea), I can't resist writing about this without sharing some my favorite homepages (there are more, these ones just came to mind): Buzzfeed news all grown up and taken somewhere else with Semafor; a literary feast in Flaming Hydra's (https://flaminghydra.com/); The revenge-of-the-blog site Defector Media LLC; the very-busy but fun The Verge; education-led OpenCulture; Dirt, the tasteful collection of writing on culture (https://dirt.fyi/); sprung with energy ilovecreatives. What are yours? Lastly, more stuff to chew on: 1️⃣ Culture writer Kyle Chayka's #NewYorker piece "Revenge of the Homepage," is the inspiration for the headline here. Kyle has a sharp eye for trends and where taste comes from — check out his book Filterworld, too. 2️⃣ Nilay Pital's conversation with Squarespace's CEO Anthony Casalena on Decoder podcast: (https://lnkd.in/eGZ-an8j). 3️⃣ Rewilding the internet by Maria Farrell and Robin Berjon in Noema (https://lnkd.in/eBS3zHTH)

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🗞 As someone who consumes news in many formats / channels - online, social, audio and even print (will always love my magazines and weekend newspapers), it’s magical to have most of what you love in one place (ahem, Yahoo News).  💫 It’s even more magical to say that the Yahoo News app is going through a major glow up with next-level personalization from Artifact. 🙌 In a world where it sometimes feels overwhelming to cut through so much information, sometimes you want the tl;dr.  Other times, you want to dig in, read the full article (and then another and another), and share highlights seamlessly on social or in group text threads with your BFFs. The new Yahoo News app launches today and it’s awesome - here are some of the reasons why: 📱 AI-Powered Personalized Feed 📝 Key Takeaways to summarize articles  🚩 Ability to Block Keywords and Flag Clickbait 💫 Easy one-touch Sharing Tools 🔥 Badges and Streaks to share with friends Learn more in this WIRED exclusive by Boone Ashworth https://lnkd.in/gs-V-4vp 📰 Katelyn Brehony 🗞 Estela Weinmann 📰 Caragh Fisher O'Connor 🗞 Kat Downs Mulder 🗞 Andrew Machado 📰

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