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  • The Idea Tree

    Imagine a logo of one of your favorite brands. More likely than not, it has changed slightly over time, but maintained some elements about it, as if it is on an evolutionary path. Rarely, if ever, is the brand and logo wholly re-invented to look and feel different.

    Now there are many branding and marketing reasons for this having to do with brand recognition and goodwill, but it’s a great metaphor for when this type of effect happens in other areas of our everyday lives.

    Once an idea is first introduced it often mutates and grows from that first introduction and rarely if ever gets readjudicated or reasoned back from first principles to reimagine it. In this way, the idea is like a tree that once planted, only has one “trunk” and is rarely if ever “replanted”.

    I call this “The Idea Tree”.

    This concept is a form of idea entrenchment or conceptual path dependency. Both terms describe how ideas, once established, tend to grow and branch without returning to their roots for reevaluation.

    Ideational inertia is another way to think of this concept, which borrowing from physics, when objects are in motion, they tend to continue along their established paths unless acted upon by a force (such as critical reassessment).

    In either case, without “replanting” ideas, they often keep expanding from a single, possibly outdated “trunk”. This is why reimagining from first principles (and other heuristic thinking methodologies discussed later) are so valuable.

    Idea Entrenchment

    Idea entrenchment describes the process by which ideas become firmly established and resistant to change. Once an idea becomes entrenched, it’s often taken as a given and rarely questioned, leading people to build upon it without re-evaluating its initial assumptions. This can occur due to familiarity, tradition, confirmation bias, or even from heuristic shortcuts themselves.

    Changing foundational ideas requires significant effort.

    In psychology and sociology, this concept is linked to cognitive rigidity, where thinking patterns become fixed. In organizations or societies, entrenched ideas might lead to institutional inertia, where the established ways of thinking or acting persist even if they no longer serve the original purpose.

    The Remedy

    So what’s the remedy for this? We can look to mental shortcuts, ideas from a heuristic way of thinking to occasionally reimagine from first principles – but another method is to occasionally ask yourself: what could we stop doing, start doing, or change?

    This is often referred to as a “stop-start-continue” analysis. This framework is widely used in personal reflection, team retrospectives, and strategic planning. It prompts a person to reevaluate their current actions, identify new opportunities, and retain valuable practices, making it a powerful tool for breaking entrenched ideas and routines.

    When paired with reimagining from first principles, stop-start-continue can help a person systematically identify areas for improvement or innovation, creating a balanced approach to rethinking entrenched ideas that have gained ideational inertia. It offers a structured way to question and adjust practices without the overwhelming task of reinventing everything at once.

    Revisiting from first principles and the occasional stop-start-continue analysis can help teams and individuals see whether their initial “trunk” of an idea tree still aligns with current goals or whether “replanting” could yield something more impactful.

    However, you may find that some ideas do not need to be revisited, but still do get revisited due to a lack of institutional knowledge or a bias against established systems and processes. We’ll cover that in the next chapter.

    This is chapter 1 of Think Again, available on Amazon Kindle.

  • Think Again

    Rethinking, Refining, and Communicating Ideas That Stick: A Guide to Understanding, Shaping, and Sharing Ideas with Clarity and Purpose

    What makes an idea stick? Why do some ideas grow and evolve, while others get rejected outright? And how can you communicate your ideas in a way that makes them truly resonate?

    In Think Again, you’ll explore the life cycle of ideas—from their inception to their acceptance or rejection. Drawing on concepts like The Idea Tree, The Simplicity Paradox, and initial rejection bias, this book reveals the hidden forces that shape how we think about and share ideas.

    Discover practical tools for rethinking entrenched ideas, reimagining from first principles, and overcoming biases that block innovation. Learn how to craft your ideas for maximum impact using strategies like stop-start-continue analysis, mental scaffolding, and Feynman-inspired clarity. Whether you’re solving a problem, designing a brand, or presenting a vision, Think Again provides the mindset and methods to refine and share your ideas with confidence and simplicity.

    Perfect for creatives, leaders, and thinkers, this book is your guide to understanding the power of ideas and mastering the art of effective communication in a world where clarity is king.

    Buy Think Again on Amazon Kindle.

  • 10 Bold Predictions for Elon Musk’s Companies: How Tesla, SpaceX, Neuralink, and More Could Shape the Future

    Based on what you know about Elon Musk and his companies and the state of technology in the world, what are some guesses you have about new products and synergies between the companies? An example would be Tesla utilizing their solar power technology to power computing clusters for AI; and Neuralink utilizing Tesla’s Optimus technology in combination with their Telapathy technology. What else can you think of? Below are 10 things ChatGPT found.

    Here are some speculative synergies and new product ideas across Elon Musk’s companies, based on their current trajectories and overlapping areas of expertise:

    1. Tesla and SpaceX: Energy Storage for Off-World Colonization

    • Concept: Tesla’s energy storage technology (Powerwall, Powerpack, and Megapack) could power off-world colonies or bases on the Moon and Mars.
    • Details: SpaceX’s Mars colonization vision could integrate Tesla’s solar and battery technologies to create sustainable, self-sufficient energy systems for extraterrestrial habitats. These systems could be transported via SpaceX’s Starship rockets, enabling long-term operations independent of Earth’s resources.

    2. Neuralink and Tesla: Autonomous Medical Assistance

    • Concept: Using Tesla’s Optimus robot, combined with Neuralink’s brain–machine interfaces, to provide autonomous medical care and companionship to people with limited mobility or neurological conditions.
    • Details: This could allow patients to interact directly with Optimus robots via Neuralink’s technology, where the robot would assist with daily tasks, monitor health conditions, and even perform minor medical tasks. This system could be expanded to provide in-home support for the elderly or disabled, creating a new frontier in remote health assistance.

    3. SpaceX and Starlink: Autonomous Drone Operations and Remote Monitoring

    • Concept: Combining Starlink with Tesla’s autonomous technology to enable fleets of autonomous drones and vehicles that operate globally in real-time.
    • Details: Starlink’s global coverage could allow Tesla vehicles, as well as autonomous drones, to operate in remote or rural areas with reliable connectivity. This could support activities like agriculture automation, environmental monitoring, search-and-rescue missions, and disaster response, leveraging Tesla’s AI and autonomy frameworks.

    4. Tesla, xAI, and Dojo: AI-Powered Personal Assistants

    • Concept: Tesla’s in-car AI assistant powered by xAI’s advanced AI algorithms and optimized by Dojo, Tesla’s powerful supercomputer.
    • Details: This could create a highly intelligent in-car assistant capable of understanding nuanced instructions, providing highly personalized navigation, suggesting optimal driving routes, managing energy efficiency, and assisting with route planning for Tesla vehicles. It might even extend to personal productivity, allowing the car to act as a mobile workstation.

    5. Tesla and Neuralink: Brain-Driven Vehicle Controls

    • Concept: Use Neuralink’s brain-machine interface to allow drivers to control certain vehicle functions directly with their thoughts.
    • Details: This could initially serve individuals with mobility impairments but later extend to wider applications. For example, Tesla owners could adjust settings, activate autonomous driving, or even summon their vehicle using Neuralink-enabled commands, creating a “hands-free” driving experience.

    6. xAI, Starlink, and SpaceX: Interplanetary Communication and AI-Driven Systems

    • Concept: Utilizing xAI’s AI models and Starlink’s communication network to create an autonomous, interplanetary communication system for future Mars colonies.
    • Details: SpaceX’s Mars colony will require consistent communication between Earth and Mars. An AI-powered communication relay, managed by xAI and Starlink, could help handle delays and manage data intelligently, allowing for more effective communication between planets with minimal manual oversight.

    7. Tesla and Neuralink: Optimus Robot as a Cognitive Extension

    • Concept: Tesla’s Optimus robot could serve as a “cognitive assistant” through integration with Neuralink.
    • Details: People could employ Optimus robots to perform complex tasks that require higher levels of thinking and physical skill. Through Neuralink, the robots could mimic human actions based on neural feedback, potentially assisting people in manufacturing, construction, or high-risk environments, like deep-sea or space missions.

    8. Tesla, The Boring Company, and SpaceX: Smart City Infrastructure

    • Concept: Combine Tesla’s energy solutions, The Boring Company’s transportation tunnels, and SpaceX’s launch technology to create sustainable, high-tech “smart cities.”
    • Details: These cities could include electric vehicles and autonomous public transportation systems running through Boring Company tunnels, powered by Tesla’s solar and energy storage solutions. SpaceX’s launch facilities could be integrated into these cities, allowing for rapid cargo or even passenger transportation across continents via rockets.

    9. Neuralink and xAI: Cognitive Enhancement and Learning Acceleration

    • Concept: Neuralink’s brain interfaces could integrate with xAI’s advanced machine learning models to enhance cognitive functions or accelerate learning.
    • Details: For example, xAI could develop AI-driven educational modules that communicate directly with Neuralink’s brain implants, facilitating rapid knowledge acquisition. This could aid in professions that require advanced training, like pilots, surgeons, or engineers, as well as assist individuals with cognitive impairments.

    10. Tesla Energy, SpaceX, and Starlink: Emergency and Disaster Relief System

    • Concept: Deploy mobile energy units and connectivity solutions for areas impacted by natural disasters.
    • Details: Tesla Energy’s mobile power storage units, Starlink’s satellite internet, and potentially Tesla’s autonomous vehicles could create a rapid-deployment emergency relief system. This setup could help restore power and connectivity to remote or heavily impacted areas during disaster recovery efforts.

    These ideas illustrate how Musk’s diverse ventures could integrate into a cohesive technological ecosystem, offering new levels of connectivity, autonomy, and enhancement for individuals and society.

  • From Music to Merchandise: Envisioning Taylor Swift’s Next Brand

    “Look what you made me do.” -Taylor Swift after starting her new brand.

    Celebrities have successfully leveraged their fame and influence to create and promote brands that resonate with their personal ethos. Conor McGregor capitalized on his Irish roots by launching the whiskey brand Proper No. 12. Ryan Reynolds used his fame for Aviation Gin and Mint Mobile. And Gwyneth Paltrow entered the lifestyle and wellness market with the launch of Goop, a brand synonymous with holistic living.

    No one currently has as big of a fan base as Taylor Swift. Let’s imagine what kind of retail business she would start – based on her brand.

    Fashion and Merchandise Line

    Taylor Swift is not only known for her musical prowess but also for her distinctive style. A fashion and merchandise line could include clothing items inspired by her iconic looks, as well as accessories and collectibles that resonate with her fans. Kanye West, Jay-Z, Pharrell Williams, Rihanna, and Drake have all done this.

    Beauty and Fragrance Products

    Given the ever-growing popularity of celebrity-endorsed beauty products, if Taylor ventures into the beauty industry, she could develop a line of cosmetics or fragrances that reflect her personal taste and values, creating a connection with consumers who admire her not just for her music but also for her sense of individuality. Lady Gaga’s Haus Laboratories is an example.

    Socially Conscious Brand

    Building a brand with a strong social or environmental mission could align with Taylor Swift’s public persona. This could involve creating a line of products that support charitable causes or promote sustainability. A socially conscious brand would not only showcase Taylor’s commitment to making a positive impact but also resonate with consumers who prioritize ethical and responsible consumerism. Jessica Alba’s Honest Company is an example of this.

    Digital Content Platform

    Leveraging her influence and storytelling skills, Taylor Swift could consider creating a digital content platform or leverage her capital to help produce original multimedia productions. Reese Witherspoon’s Hello Sunshine is a great example of this. She helps turn books into movies.

    Book or Publishing Venture

    Speaking of books, Taylor could explore a book publishing venture, such as releasing books or collaborating on storytelling projects, could allow her to connect with fans in a new and meaningful way, extending her brand into the realm of written expression.

    With Taylor Swift’s multifaceted talents and her massive global following, a fashion and merchandise line appears to be a strong option. This choice aligns with her distinctive style, allows for creative expression, and taps into the lucrative market of celebrity-endorsed fashion. A well-designed fashion and merchandise line could not only cater to her existing fan base but also attract new audiences who appreciate her influence in the world of fashion and entertainment.

  • Senior Director of Operations, eCommerce

    Senior Director of Operations, eCommerce

    As your Senior Director of Operations, eCommerce, I will deliver critical thought-leadership and execution role that uses analytical skills and strong judgement to drive change for customers and associates. I will work with product, engineering, and various business leaders to align operations performance against the functional and departmental strategic business plans while influencing change. I will lead your internal operation teams that impact thousands of associates and millions of customers.

    Qualifications and Skills:

    • Expertise in delivering results within complex programs.
    • Know Customer Service organizations inside and out.
    • Familiar with process improvement and implementing change for large operations.
    • Led large organizations focused on balancing customer and associate needs.
    • Organized, disciplined, and can manage multiple teams simultaneously.
    • I’m a master at making things easily understood through visuals or narratives.
    • I have high standards and can hold teams accountable.
    • My second nature is to drive change influenced by data.
    • I’m stimulated by challenges and are ready to engage at Fortune 1 at scale.

    I’ll make an impact by:

    • Delivering operational excellence for our customers.
    • Being a servant leader for your teams focused on a mixture of data and anecdotes to advocate for change.
    • Creating, developing, and executing operational work plans that focus on quality, cost, and team engagement.
    • Building and maintaining relationships with leadership from multiple functions.
    • Supporting strategies and driving initiatives that attract and retain diverse and inclusive talent building high-performing teams.

    Summary:

    If you are looking for a customer and data obsessed individual who thrives in ambiguity, has innate curiosity to explore and learn, and has a passion for data, then I am your person. The work I will lead will touch millions of customers across our online and stores experiences.

    If your team has broad reach, high exposure, and deep impact or if the work involves cross-functionally across many areas of the business (supply chain, store operations, product, marketing, finance, customer care), I have a unique view of what it takes to run a successful omni-channel retailer.

    If you’re interested in hiring me or my ecommerce consulting business, please send me a message or connect on LinkedIn.

  • Marketing Operations Director

    Marketing Operations Director

    As your marketing operations director, I will drive savings/efficiencies and operationalize new functions to drive profit return to the company. Specifically I will do Forecasting and Optimizations, Annual Planning, Management of Agency Relationships and Contracts, and Management of Departments/Projects related to communications that are in the “operationalizing” phase of development (ex: Shopper Marketing).

    Key Responsibilities:

    • Manager A&P process and related profit/volume returns. Representing divisional A&P to senior leadership via S&OP Reconciliation and monthly processes.
    • Lead CCI for Marketing Department.
    • Lead the Annual Plan process
    • Manage the Agency roster, relationships and contracts, including evaluations, audits, RFPs and negotiations.
    • Development, engagement & management of direct reports and associated departments they manage; mentoring of others (specifically Shopper Marketing & Promotions teams)
    • Leadership and collaboration across regions and functions.
    • Proactively identifying areas of opportunity to operationalize and drive efficiency and growth throughout the division processes.
    • Full supervisory responsibilities, contributing to motivation/development of the team; ensures team members are motivated and capable of performing at a high level. Sets vision, objective and goals. Coaches and manages team, departments and individuals. Mentors and serves as a leader in the organization.
    • Expectation to drive CCI and optimize contracts via negotiating with third parties. Works closely with procurement and acts as the internal expert in agency and marketing subject matters in these interactions.
    • Acts as the third party in agency – client (ME lead) conversations related to performance and scopes.
    • Drives divisional P&L choices via A&P management. Tracks A&P to P&Ls, finds profit opportunities and facilitates topline-bottom-line growth conversations across media team and business team. Additionally manages working/non-working targets, CCI targets, and efficiency of A&P related to leveraging 3rd parties (ex: agencies)
    • Operationalizing departments requires a willingness to establish a working knowledge of subjects to enable leadership and effectively operationalizing without losing quality (Ex: Shopper marketing, Agency Subject Matters such as Media, Creative, Data Analytics Systems, etc)

    Qualifications:

    • BSC Marketing or related field
    • Expert level understanding of concepts, principles and practices in Marketing/Finance/CCI and a sound understanding in other areas including Sales and Procurement
    • Defines standards and specifications around which others will operate.
      In-depth understanding of how own area integrates with other Marketing areas and with other functional areas such as Finance, Business Leads and Sales.
    • Deep understanding of the consumer package goods and working understanding of advertising agency industry
    • Exercises discretion regarding strategic recommendations, data and sources, analytic conclusions, and financial recommendations
    • Demonstrated relevant skills & results in consumer packaged goods marketing, P&L management, forecasting and business planning required.
      Management and development of direct reports and team require
    • Experience leading cross-functional teams and experience working across regions preferred
    • Strong leadership, strategic thinking, communication and teamwork skills.
      Manage internal relationships and influence business choices with Marketing, Finance, CCI, Procurement and Sales
    • Manage external agencies and negotiate contracts
    • Developed communication & diplomacy skills required to guide, influence & convince others; strong relationship with marketing, finance, procurement, sales, agencies and occasionally customers
    • Strong analytical and project leadership experience with ability to manage multiple projects
    • Expertise in syndicated databases, market research, business 7 brand planning, advertising, finance, promotional activities and consumer communications
    • Evaluates complex situations using multiple sources of information.
      High level analytical skills and evaluative judgment based on the analysis of factual and qualitative information in complicated or novel situations.
    • Filters, prioritizes, analyzes and validates potentially complex & dynamic material

    If you’re interested in hiring me, please send me a message or connect on LinkedIn. Also check out Director of Marketing, Operations, and eCommerce.

  • Shopify Operations Manager

    Shopify Operations Manager

    As an experienced and driven Shopify Store Manager, I will oversee your online store’s day-to-day operations and drive sales growth.

    As your Shopify Store Manager, I will be responsible for managing all aspects of the store, including product management and research, inventory management, order processing, customer support, marketing, reports, and analytics.

    Key Responsibilities:

    Manage the Shopify stores and ensure they are running smoothly and efficiently.

    Manage product listings and updates, including product descriptions, images, and pricing.

    Monitor inventory levels and reorder products as needed.

    Process orders, ensuring timely delivery and excellent customer service.

    Create and execute marketing campaigns to promote the store and drive sales.

    Optimize the store for search engines and monitor website traffic using Google Analytics and other tools.

    Monitor industry trends and implement the latest e-commerce technologies and strategies to improve store performance.

    Provide excellent customer service and handle customer complaints and issues.

    Manage a team of staff members and ensure they are performing their duties effectively.

    Monitor the store’s financial performance and implement strategies to improve profitability.

    Work with other team members to maximize performance and results.

    Complete weekly reports.

    Experience:

    10+ years of experience in e-commerce and Shopify store management.

    Strong technical skills in Shopify and e-commerce technologies.

    Excellent communication skills and ability to work collaboratively with a team.

    Strong analytical skills and ability to use data to drive decisions.

    Ability to multitask and prioritize tasks effectively.

    Experience with marketing campaigns and SEO optimization.

    Strong leadership skills and ability to manage a team.

    Knowledge of industry trends and e-commerce best practices.

    Summary:

    I am a results-driven and experienced e-Commerce Manager who can manage an online store effectively and drive sales growth.

  • How to Add an Additional Color Scheme Option to Shopify Debut Theme

    How to Add an Additional Color Scheme Option to Shopify Debut Theme

    In order to add a new color to the color scheme in the Debut Shopify theme, there are at least 5 files that need to be updated:

    • settings_schema.json
    • settings_data.json
    • base.css
    • image.banner.liquid (or whatever section you’re updating)
    • theme.liquid

    The basic process is this:

    • Add settings in settings_schema.json for the new color picker in theme configuration settings. This is what allows the visual web interface to ask for the data. Specify the color ID.
    • Add properties in the settings_data.json file for the data values to be stored in both current and default forms. Use same ID as in settings_schema.json.
    • Add the new color ID to the theme.liquid file to translate the hex code into RGB numbers and assign it to a variable.
    • In the base.css file, create and assign the CSS class to the same variable used in theme.liquid AND add the CSS class to EVERY instance where you see other examples of other colors.
    • Update the schema and CSS code in the image.banner.liquid (or whatever section you’re updating).

    Here’s a visual:

  • My Experience Managing Salesforce and Other CRMs

    My Experience Managing Salesforce and Other CRMs

    When I worked at Marine Credit Union as a business analyst, I was also a product manager for the company’s CRM system. I then helped them to migrate to Salesforce’s CRM, but that wasn’t my first time administering Salesforce.

    At Skinny & Co., as their IT & Marketing Product Manager, I helped them migrate to – and then later administered – their Salesforce installation as a Salesforce administrator. This involved working closely with IT and Sales departments.

    How a CRM can help manage Sales

    The CRM helped the company stay organized about their sales process and pipeline by creating a mechanism for salespeople to document their activities. While a CRM can be helpful to the company, it’s not always loved by salespeople who dislike filling it out, which is where process optimization can come into play.

    People > Processes > Technology

    Once you have the right people, create processes for what you’ll do when you get a new lead or prospect. Be prepared for when you get them. Decide what information you want to collect from your website using the CRM.

    But you don’t have to use Salesforce for your CRM. It can be as simple as a Microsoft Excel spreadsheet, Google Sheets, Notion, or SugarCRM. The most important thing is to document all of your interactions with customers in one place.

    What is the best CRM software?

    BestVendor did a survey of 550 startup staffers — most in marketing and executive administration positions — on their favorite tools for email, accounting, web analytics, CRM, productivity, design, storage, payment processing, operations and so forth. Their answers, in aggregate, speak to the growing trend in startups moving toward predominately cloud-based operations, the most popular being Salesforce, which bested its CRM competition with 59% of respondents selecting it as the application of choice.