Hi Reader

These days, grabbing attention is easy. Keeping it? That’s the real challenge. This week I’m sharing a few things that stood out not because they were loud, but because they were smart: from IKEA’s clever cultural moment to lessons in authentic leadership, to why your next customer might arrive via chatbot, not search bar.

Enjoy!

When automation becomes annoying

AI was supposed to supercharge outbound sales. Instead, it’s flooded our inboxes and DMs with hollow “personalisation” that’s anything but. It’s become such an issue that I felt moved to pen a piece about it, looking at how AI tools – once seen as lead-gen miracles – have pushed us into a spam spiral. With inboxes saturated and deliverability in freefall, the future of outbound belongs to those who blend tech with actual human connection. Think social selling, in-person events and yes, even the humble cold call. Read my take here.

Why Vimeo still thrives in a world of YouTube dominance

Once known as YouTube’s indie cousin, Vimeo has quietly transformed into an enterprise video giant – and it’s still evolving. In a revealing interview, CEO Philip Moyer unpacks Vimeo’s pivot to become the go-to platform for professional creators and companies who want full control over their video content – without the noise of algorithms, ads or data grabs. Whether it’s a schoolteacher sharing assignments, a doctor sending private updates or a filmmaker bypassing studios to go direct-to-fan, Moyer makes a compelling case for Vimeo being the smarter choice for video hosting. Read The Verge story here.

The email that exposed Microsoft’s biggest miss

I love dipping into the Internal Tech Emails website from time to time, as it’s fascinating to see the familiar challenges faced by founders and business leaders. This 2003 email from Bill Gates, for example, reads like a live autopsy of Microsoft’s failure to counter the iPod. His frustration wasn’t just about missing the device wave, it was about Microsoft’s inability to think in “scenarios”: end-to-end user experiences that tie together hardware, software and services. This will feel familiar to anyone navigating product-market fit today. If your team is building features without a clear view of how customers use your product in the real world, you might be repeating Microsoft’s mistakes.

Thinking tools for sharper teams

Building a company means making constant decisions, navigating ambiguity and explaining ideas clearly – again and again. That’s where Untools comes in. It’s a thoughtfully curated set of frameworks to help you think better, solve harder problems and communicate with clarity. From mental models that reveal root causes to templates that make your strategy easier to share, Untools is a great practical resource for anyone stuck on a particularly knotty business problem. Check it out here.

ChatGPT just became a shopping influencer

New data from Adobe shows a staggering 1,200% jump in traffic to US retail sites from generative AI tools like ChatGPT. Shoppers are using AI for product research, deal hunting and building lists – and when they land on a site, they stick around longer, view more pages and bounce less. It’s early days (conversions still trail other channels), but the shift shows that AI is fast becoming the first stop in the buying journey. For businesses, this means two things: your product pages need to play nicely with AI interfaces and your marketing strategy needs to consider a future where discovery happens via chatbot, not search bar. Get the story here.

Ikea enters the Severance chat

Fans of Apple TV’s Severance show may have spotted several brands riding the wave of its popularity by creating official (and unofficial) marketing assets around the season finale. One standout comes from IKEA Australia, which nailed the cultural moment with a clever TikTok: four of its 'Mittzon' acoustic screens arranged to mimic the iconic work pod from the show, captioned simply, “For work that is mysterious and important.” It’s classic IKEA – using its furniture as a canvas for smart, timely commentary. No emailing me with spoilers though please, as I haven't managed to catch the final show yet.

What I’m reading

Just finished Bad Blood by John Carreyrou – and if you’re building a startup, this one should be on your list. It tells the unbelievable true story of Theranos, a health-tech company that promised to revolutionise blood testing with a device that could run hundreds of diagnostics from a single drop of blood. At its peak, Theranos was valued at $9bn and backed by some of the biggest names in business. The only problem? The tech didn’t work – and the company was built on lies.

For founders, it’s a masterclass in what not to do: from the dangers of tunnel vision to the risks of surrounding yourself with yes-people, to the importance of transparency and strong governance. It's also a sobering reminder that storytelling can raise money – but it can’t deliver outcomes. Highly recommended.

Your presentation’s first sentence is everything – here’s how to nail it

We’ve all been guilty of dull openings – “Today I want to talk about…” or “Over the last six months…” – and within seconds, we’ve lost the room. But Simon Sinek makes a compelling case for flipping the script. Instead of starting with context or the lesson, start with emotion. Drop your audience straight into the action and let curiosity do the work. As he puts it: “People will listen without knowing why – if it’s a well-told story.” Essentially, it’s a brilliant breakdown of how to hook people fast, from skipping your intro paragraph to holding off on the takeaway until your audience is eager for it. If you give presentations, pitch investors or, frankly, talk to other humans, this short article is worth your time.

Quiet confidence: leadership tips for introverts

If you’ve ever felt like leadership is reserved for the loudest voice in the room, I get it – I’ve felt the same. But over the years, I’ve learned that being an introvert can be a huge asset as a leader. I put together this short collection of ideas and approaches that have helped me lead in a way that feels true to who I am. It’s a follow-up to a blog post I wrote about being an introvert boss – and how quiet strengths like listening, reflection and one-on-one connection can be leadership superpowers.

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Drop me a line

If this week’s newsletter gave you something to think about (or something to completely disagree with), my inbox is open. I always enjoy hearing what’s resonating – or what I’ve totally missed. Back next week with more brain fuel.

Cheers!
Adam

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