What's the worst that can happen?

This is a question we often hear but rarely think about. At least not truly.

But considering the worst that can happen – or even living through it – is an irreplaceable learning opportunity.

Novice rafting guides fear one thing the most. And that's for their raft to flip when being with customers. It's not too dangerous, but it requires you to help everyone out of the water, get a hold of the raft and flip it back while keeping people happy and feeling safe.

So some experienced rafting trainers help the new guys out. By flipping the raft on purpose. Maybe not on the first go, but during one of the first few trips, for sure.

This helps new guides see that what they've feared the most isn't actually that horrible.

Of course, this can't work in any situation – not if you're a heart surgeon. But it can definitely work in marketing.

What's the worst that can happen? You'll accidentally publish a draft video that's not 100% ready. A post on social media will be misread, resulting in controversy and negative comments. You'll mistype the name of an important person. Your campaign will flop.

If none of this has ever happened to you, these ideas may fill you with dread. But once you go through them, you see it's not as bad as you thought it would be.

And once you discard that fear, something amazing happens. You start taking more risks. You get braver. You get more creative.

So when your raft flips, it's not necessarily bad – it may be the best thing that has happened to you.

Stay brave,

🛶 P.S. What's one thing you've feared in your work that turned out not to be as bad in reality? Hit Reply and let me know!

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Vassy's studio setup. Check out more about the course in the links below!

New Year’s Resolutions And How I Manage To Keep Them [Updated for 2023]

It’s hard to make a promise and stick to it for a full 12 months. Over the years, I've worked hard to create a system that helps me stay consistent and keep up with my goals. It works with Trello, Todoist, and my trusty Bullet Journal, but you could use any tool you're already accustomed to and employ the same approach. The logic would be the same – starting with high-level values and going all the way down to weekly and daily planning.


whole and cut pieces of fruit, symbolizing content repurposing

 The Content Cyborg: How to Use AI Writing Tools in Content Marketing
This is one of the very few objective articles about generative AI in content production. It shows what AI can be used for and where it falls short. And it will give you some ideas on how to leverage it.

How Often Should You Post on Instagram Every Week?
The standard answer to questions about posting frequency and optimal times to post is usually, “It depends.” I like this piece from Later because it uses a lot of data to explain how often you should post on Instagram — and it also adapts that advice for different account sizes.

SEO Keyword Strategy: How to Prioritize Based on Buying Intent to Drive More Conversions
This post will teach you to look at SEO content planning in a structured way. It offers a robust step-by-step walkthrough of keyword research, and I was especially interested in the keyword prioritization framework it offers.

The Case for Permissionless Co-Marketing
Permissionless Co-Marketing is the deliberate effort of aligning yourself with other brands by promoting them in your work. The payoff is earning goodwill and potential reciprocation in the future. It doesn't work straight away. But it works like a charm in the long run. This post will show you some examples to inspire your own co-marketing efforts.

Site Search Analytics and GA4: How to see what your visitor is searching for on your website
Site search analytics can help you get insights into navigational issues, poor category labeling, and so much more. This post will show you how to use site search data to find these insights - in clear, step-by-step terms.


whole and cut pieces of fruit, symbolizing content repurposing

No, Blue Monday isn't a thing. It's marketing.

This year is the first time I've heard of Blue Monday – the supposedly 'scientifically proven' most depressing day of the year. I was immediately suspicious. And I was right. Psychologist Dr. Cliff Arnall originally dreamed up Blue Monday in 2004. It factors in seven variables like weather, holiday debt, and low motivation. These are highly subjective, and scientists widely criticize the formula itself.

It was all a marketing ploy. Dr. Arnall devised the formula for a campaign by Sky Travel in the UK to get people to buy holidays. So take comfort in the fact that you're the master of your own moods and use this as inspiration to dream up a branded holiday of your own!


  • These crazy instruments – who knew an orchestra could be made of ice?
  • This awesome AI-generated Instagram account – what would 'Lord of the Rings' look like if it was filmed in 1984? Can you imagine an 80s version of 'The Matrix' starring Viggo Mortensen as Neo and Sharon Stone as Trinity? This account explores exciting 'What if?' scenarios with stunning imagery.
  • Weekly cat – are the thoughts tighter?

Just some interesting things to read, hope you enjoyed them!


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