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Welcome back to The Growth Mindset – where we unpack what’s shaping founders, markets and ideas right now. This week’s edition looks at how startups are paying their teams, why offline is suddenly the new viral and what Isaac Newton has to do with business innovation. There’s also fresh data on M&A, a deep dive into YouTube’s creator economy and a curious trend where spirituality meets algorithms. In short: the business of growth, from spreadsheets to soul searching.

Enjoy!

What 74,000 startup contracts reveal about pay

SeedLegals has analysed more than 74,000 employment contracts to map how startup salaries shift with company size. The findings show clear patterns: CTO pay can double as teams grow from five to thirty, while founders who pay themselves too much too early risk red flags from investors. The data highlights how small teams rely more on equity to balance lean salaries, and how compensation benchmarks vary sharply between tech, product and commercial roles. For those planning their next hire or fundraise, these benchmarks offer a window into what “fair” looks like in the UK startup ecosystem. Read the article here and also check out their review of 2025 founder salaries here.

The new ad network is people

Brand sponsorships on YouTube have surged 54% this year, according to Tubefilter data tracking more than 65,000 videos. It’s the clearest sign yet that marketing budgets are moving from platforms to people. MrBeast alone generated 1.4bn sponsored views, while brands like Shopify and Ground News are leading the pack in integrations. YouTube is already adapting, launching new tools to help creators insert and resell branded segments. For founders, the shift is a reminder that influence isn’t reserved for influencers. The same logic applies to startups: audiences back people they trust. Building a public voice around what you’re learning or solving gives you credibility. Find out more here.

When offline goes viral

In New York, paper fliers are making a comeback – not just for missing pets or yard sales, but for podcasts, art projects and speed-dating nights. As The New York Times reports, creators and small businesses are rediscovering the power of physical space to cut through digital noise. The flier has become a kind of analogue meme: tactile, human, impossible to scroll past. In an era where every post feels like an ad (I’m looking at you, LinkedIn), there’s something radical about tape, paper and the hope that someone will stop, look and care. Get the story here. It’s paywalled but you can also access through Archive.

Inside the next wave of M&A

According to BCG’s recent Brave New World of Dealmaking report, global M&A is rebounding. Deal values are up 10% year on year, and the number of megadeals has climbed from 21 to 27 – early evidence of returning confidence. Private equity activity has risen even faster, up 38%, fuelled by roughly $2tn in undeployed capital. Yet the report’s most striking insight isn’t about volume but method. AI and advanced analytics are now reshaping how deals are sourced, valued and integrated, with GenAI reviewing due-diligence data rooms and modelling outcomes in hours rather than weeks. Experienced dealmakers are using these tools to stress-test assumptions, uncover hidden value and act fast when volatility creates openings. Get the report here.

Why logic can hold back innovation

Creative strategist Dave Birss argues that modern business is still shaped by Isaac Newton’s worldview – one of predictability, efficiency and control. Those instincts built safer, more professional companies but they also trained leaders to avoid uncertainty. The problem, he says, is that AI thrives on probability and experimentation, not certainty. Firms that treat it purely as a cost-saving tool will miss its real potential: amplifying human creativity and uncovering new opportunities. Birss calls for a mindset shift from optimisation to exploration, and from quarterly returns to long-term learning. His message is that logical thinking keeps you efficient, but curiosity and tolerance for the messy are what drive real progress. Read his LinkedIn piece here.

Inside Google’s AI search: what creators should know

Google’s VP of Product, Robby Stein, has clarified how AI search really works, and it’s not the reinvention many feared. In a recent interview, he explained that Google’s AI still runs dozens of traditional searches behind the scenes – ranking results by the same signals that have always mattered: originality, authority and user intent. The system combines this live data with its own “parametric memory,” or built-in knowledge, to produce answers that cite trusted sources. The upshot is that the rules of visibility haven’t changed, even if the interface has. So the path to being surfaced by AI is still about creating content that’s genuinely helpful, well sourced and designed for complex, conversational queries. Search Engine Journal has the story.

Mysticism meets the algorithm

A new report from InsightTrendsWorld explores how Gen Z and Millennial women are turning away from organised religion and building DIY belief systems instead – guided by TikTok, tarot and neuroscience. What started as fringe mysticism has become a mainstream coping mechanism for uncertainty. Psychologist Dr Sabina Brennan says the draw isn’t superstition, but control: the brain “looks for patterns when life feels chaotic.” Platforms like TikTok have turned that instinct into a movement, with #tarot racking up more than 16mn posts and creators such as Tara Marzuki selling out “Modern Mystic” events. The business insight here is that people want frameworks that help them make sense of life and the opportunity lies in creating products and communities that help them feel grounded and in control. Read the report here.

Inside some of 2025’s best marketing campaigns

Now we’re in November, I’m seeing more ‘year in review’ content and I thought Storychief’s round-up of 2025’s most innovative campaigns was well worth sharing. It shows that the brands breaking through aren’t relying on big budgets – they’re winning on cultural fluency. From Barbie’s Type-1 diabetes doll to Coors Light’s “Case of the Mondays” stunt, the common thread is human insights. Even the flashiest activations – like Liquid Death bottling Ozzy Osbourne’s DNA or Canva’s self-aware “make the logo bigger” takeover – hinge on knowing exactly who the audience is and giving them something to share. Check out the list here.

Simple tools for complex problems

Untools is refreshingly simple website. It’s a collection of mental models for clearer decisions – from first-principles thinking to systems mapping and much more. Each framework is explained with plain-English examples and clean visuals that make complex ideas feel usable rather than theoretical. It’s full of useful tools for framing problems, prioritising under pressure or simply getting unstuck. Worth bookmarking for your next big decision – check it out here.

AI prompt of the week: plan your Christmas campaign now

Most SMEs wait until December to think about holiday marketing, missing the strategic advantage. The best Christmas campaigns launch in early December and require 4-6 weeks of preparation – creative development, content creation, audience segmentation and strategic timing. Starting now gives you the runway to craft something memorable rather than scrambling with last-minute messaging.

Design a comprehensive Christmas marketing strategy I can execute starting early December. My company: [description], target audience: [profile], brand values: [list]. Create: (1) A thoughtful client appreciation approach beyond generic e-cards, (2) A holiday-themed campaign authentically connecting to my product/mission, (3) End-of-year content providing value while maintaining visibility, (4) Week-by-week preparation timeline from now through December. Include budget considerations and success metrics.

The real drivers of founder exits

Behind every sale is a mix of pressure, opportunity and pragmatism. Here are five common motivations – financial and emotional – behind the decision to move on.

Drop me a line

That’s all for this week. If something here sparked an idea, I’d love to hear it. So get in touch and tell me what you’re building, fixing or figuring out. See you next Sunday.

Cheers!
Adam

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