Founder of StrategyBreakdowns.com

TLDR: Worked in strategy consulting → Joined strategy team at Atlassian → Started writing strategy case studies → People liked them, so I left my job and went full-timeCheck it out → StrategyBreakdowns.comFor Partnerships Inquiries → passionfroot.me/strategybreakdowns

Tom Alder

This cheeky ad campaign is a masterclass in making people stop and laugh.

Airport billboards plastered with uncomfortably close faces and... features. 

Imagine touching down after 20hrs of international travel and seeing a 20ft nostril.

You'll probably chuckle, jump in an Uber, and remember that nose for weeks.

This is how you win the attention economy in 2026.

—

📌 P.S. I originally came across this campaign because it was going viral and came up on one of my ‘outlier trend’ dashboards. 

Lots of people asked me how I set this up, so I made a free tutorial teaching you exactly how I spot these trending topics / content / products in a few seconds (using free tools): https://lnkd.in/dnxsxJRm

In 2025 I went from $13k/mo to $24k/mo.

In 2026 I'm chasing $50k.

But honestly, my biggest wins were outside of work:

→ Packed up my cosy life in Australia
→ Donated/sold 90% of my physical possessions
→ One-way flight across the world

I've spent the last few months living in: Manhattan. Brooklyn. Barcelona. A tiny beach town called Torredembarra about an hour south of Barca. Valencia. Granada. Madrid. New York again. And now, East London.

2 years ago this was literally a dream I scribbled in a journal. 

Still feels totally surreal when I stop and think about it.

Thank you for reading this past year.

Let's win in 2026.

Anyone in London - hit me up!

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

The Xbox website in 2004.

Bring back the weird and wonderful web.

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

Summer 2009: Airbnb was stuck at $200 per week (!) in revenue… for 8 months straight.

Founders Brian Chesky and Joe Gebbia were running out of money and hope.

When they looked at their worst-performing listings, they all had something in common: "The photos sucked."

People were using flip phone cameras or blurry unedited photos. 

Properties were being undervalued because potential guests couldn't properly assess what they were getting.

The solution: doing something that seemed "unscalable".

The founders:

→ Flew from Mountain View to New York
→ Borrowed professional cameras  
→ Personally photographed 24 hosts' apartments

Result: Revenue doubled to $400 in one week.

This wasn't just about prettier pictures. It solved Airbnb's fundamental marketplace trust problem:

• Guests buying an experience they can't return
• From strangers they've never met
• With no way to verify quality beforehand

Professional photos provided instant credibility, visual proof, and increased perceived value.

The strategy didn’t stop there.

It sparked Airbnb's global Photography Program:
→ Network of 2,000+ freelance photographers
→ 35,000 listings shot across 5,000 cities
→ Listings with pro photos earn 2.5x more bookings

The lesson: Sometimes winning means stop coding and start knocking on doors.

—

💡 If you enjoyed this, it originally appeared in my free 3-minute newsletter, 'Strategy Breakdowns'.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

The value of $1,000 invested 10 years ago:

Amazon (AMZN) → $4,430
Netflix (NFLX) → $5,110
Apple (AAPL) → $8,170
Tesla (TSLA) → $33,630
AMD (AMD) → $123,010
Bitcoin (BTC) → $138,460
Nvidia (NVDA) → $157,870
XRP (Ripple) → $263,160
Dogecoin (DOGE) → $367,590
Ethereum (ETH) → $2,013,020

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

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Founder of Strategy Breakdowns

I'm hiring a writer!

But not just a "writer."

A Superwriter.

Here's how to know if that's you:
→ You're subscribed to like 20+ newsletters
→ You compulsively screenshot great emails, ads, charts etc
→ You can write about complex business concepts in a simple and engaging way
→ You use Claude/Perplexity/Deep Research/Zapier/Notion better than anyone you know

The job: Produce the best strategy case studies on the internet.

Start with 1-2 breakdowns per week.

As a Superwriter, a core part of your role *from Day 1* is building systems, templates, automations, and agents for research, curation, creation, editing, visuals etc.

Note: This role is *not* for you if you don’t know how to (or don’t want to) work with AI/automation to improve your output (more engaging writing, more thorough research, faster graphics, etc)

What you'll get:
- Front-row seat to a fast-growing internet media business
- Work directly with me - I'll teach you everything I know about writing, audience building, sponsorships, and anything else you're interested in
- Freedom to follow your curiosity and shape the role over time
- Access to pro versions of best-in-class tools (Claude, ChatGPT, Notion, Canva, Wispr Flow etc)
- Write + build things that reach hundreds of thousands (sometimes millions) of people in tech
- Fully remote, work from anywhere in the world

If this sounds like you: Job Description + Application in the comments 👇
If this sounds like someone you know: Tag them!

110,803 people read my weekly strategy essays, but I have 2 HUGE problems:

1. They aren't good enough
2. Not enough people read them

So...
✏️ I'm hiring a writer to produce the best strategy case studies on the internet!

→ I don't care about your CV.
→ I care about your screenshots folder.
+ the newsletters / YouTubers / books in your content diet.
+ how many hours you've spent using Deep Research / Claude Code / Nano Banana.

Important note: this isn't an ordinary 'Writer' role.
I'm looking for a 'Superwriter'.

You won't just write. You'll build systems.
AI research workflows. Notion Templates. Infographics. Charts. Surveys.

Exceptionally high quality bar + thinks in leverage.

This starts at 1-2 articles per week. Will grow into much more.
Fully remote. Work from anywhere.
Reach millions of tech founders + leaders each month.

If this sounds like you: Job Description + Application in the comments 👇
If this sounds like someone you know: Tag them!

Steve Jobs tried his best to acquire Dropbox, but couldn’t (and ended up launching a competitor instead).

In 2009, he made them an offer most startups dream about:

9-figure acquisition.
Plug into Apple’s ecosystem.
Direct access to Apple’s users.
Validation from a Silicon Valley icon.

But Dropbox’s founders declined. 

Jobs doubled down, saying it was "a feature, not a product."
He threatened that if they didn’t agree to an acquisition, Apple would “kill” Dropbox by launching their own storage product:
→ iCloud

But he was wrong.

iCloud was a huge success, but wasn’t enough to stop Dropbox’s historic run:

In just 7 months, Dropbox had accumulated 100,000 users.
Within 18 months, 500,000.
By October 2009, they'd crossed 2 million users.

A single mechanism was driving over one-third of all new signups:
→ Their iconic referral program 
(”Invite your friend to receive an extra 10gb of free storage”)

It was so effective that within 6 months, it was generating 2.8 million referral invitations monthly.
1 invitation sent every single second (!)

The trajectory from there went exponential:
→ 50 million users by 2011
→ 100 million users by 2012
→ 500 million users by 2016

In 2017, Dropbox hit a milestone faster than any other software company in the past: $1 billion in ARR.
The referral architecture powering Dropbox's growth combined behavioural psychology, network effects, and incentive design.
There’s something every builder can learn from what is arguably the most successful customer acquisition program in SaaS history, so I've deconstructed the 3x underlying principles into a free guide. 

🎁 Here’s the guide → https://lnkd.in/gc9-ih8J

Happy Monday. I got in a heated debate over the weekend. Help me settle this:

I've been daydreaming about redesigning the Strategy Breakdowns website for at least a year. 

Picture this:
→ An infinite canvas. Every article as a card in a grid. 
→ A new interactive way for readers to explore the archive. 

But it’s always sat in the embarrassingly long “maybe one day” pile.

Recently I came across a tool that let me prototype it in an evening.

It only took about 2 minutes of "aha" moments and "oh damn that's cool" design decisions for me to realise i had to turn my rainy-night-in into a breakdown.

The tool is called Alloy - it captures your existing product and lets you vibe on top of it

Most tools are fighting over hobbyists and side projects, so Alloy carved out its own niche: professional product teams prototyping on existing apps

Lots of clever product-led-growth mechanics and smart user psychology baked into this tool. 

✏️ Check out the full breakdown on your new favourite vibe-coding tool: https://lnkd.in/dudG8b6G  and here’s the interactive prototype I made: https://lnkd.in/dVy8zaX3

i can't stop thinking about how all software looks the same now

in the early 2000s, winamp let users completely redesign the interface

→ alien heads
→ video game themes
→ animated creations

it sparked one of the internet's first user-generated design communities

there's actually a museum preserving 100,000+ skins from that era (link below)

somewhere along the way, we lost something special:
→ the ability to add personality into the tools we use every day

my secret wish is that AI brings back the 'customisation layer'

software that feels yours

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

Software looks the same 

40 years of enterprise software in one chart:

Ownership → subscription → consumption → autonomous 

We're entering an unrecognisable era.
The winners of the next decade will be defined by AI GTM, outcome-based pricing, and the merging of software and services.

We hear a lot about the ‘one-person unicorn’.
A single operator building a billion-dollar company with new business models unlocked by AI.

Im curious - what do you think that business actually *looks* like?
Whats the product? How is it marketed? How does the company operate?

Something I’ve been wondering a lot about lately. Keen to hear your thoughts 💭

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

Hey 👋 I'm Isaac!

I’m a growth strategist and the founder of Pistachio, a GTM and brand-led growth partner for startups and scaleups. We help teams launch, scale and stand out by turning positioning into pipeline.

Most companies have strong products but fractured go-to-market efforts: sales, marketing and product aren’t aligned. The story isn’t clear. Growth depends too much on short-term tactics. That’s where we step in.

At Pistachio, we combine:
Brand strategy → defining your positioning, narrative, and messaging so you win trust and convert more buyers.
GTM blueprints → ICP definition, value prop, channels, packaging, sequencing.
Content systems → newsletters, CRM, LinkedIn and amplification to operationalise GTM and compound growth.
Growth ops → automation and reporting systems to scale without chaos.

Before founding Pistachio, I led growth at The Daily Aus (scaled to 180,000 subs in 10 months) and Mamamia (grew subscriptions to 30,000+ members and $170k+ MRR). Since then, I’ve worked with teams at BuzzFeed, Clay and many more to build GTM systems that turn brand trust into business results.

I also write Brand Chemistry, a newsletter about building trust and driving compounding growth.

🚀 Ready to align your story, GTM and growth engine? Let’s chat! check out my Featured section to get started.

Isaac Peiris

AI tried to draw ketchup.

Every time, it created Heinz.

Nobody described the logo.
Nobody mentioned the brand in the prompt.
Nobody guaranteed which ketchup would show up.

But AI kept producing the same visual:

→ Red bottle, white text panel
→ That distinctive keystone shape
→ The iconic silhouette everyone knows

All signature Heinz elements.

Instead of jumping on an AI bandwagon, Heinz saw an opportunity.

They turned it into a statement about their brand.

So they invited the world to test it themselves.

"Give AI the prompt. See what ketchup it generates."

Social media exploded with AI-created Heinz imagery.

People couldn't resist testing it themselves.

→ Mass engagement across every platform
→ Over 1B earned impressions
→ 2,500% ROI

Not from chasing AI. From being so consistent that AI couldn't draw ketchup any other way.

150+ years of the same bottle shape, the same red label, the same visual identity across every touchpoint.

When people think ketchup, they don't think category.

They think Heinz.

While other brands scramble to stay current with trends, Heinz leaned on decades of visual consistency.

They used a trend to prove they'd already won.

How consistent is your visual identity across 150 touchpoints, let alone 150 years?

---

I share #brand and #growth insights daily, follow for more.

Founder @ Pistachio | Content-led growth for B2B brands

I came back from my holiday to 47 unread Slack threads.

First thing I did? Asked Notion Agent "what have I missed?"

30 seconds later, I had my answer. Including a client deliverable due in 6 days that was waiting for my review.

That’s something I've been building toward all year.

Systems that work without me manually holding everything together.

I'm building an agency in 2026. We're a team of 3 right now. The goal is to scale to handle 3x the project volume by year end.

That requires different infrastructure. I can't be the bottleneck searching for notes, setting up databases, or catching up on context.

Notion Agent saves me an hour every day on that manual work.

Database setup that used to take hours?
↳ Done in minutes with the right properties and views already configured.

Can't remember where I saved that client brief?
↳ Found instantly across my entire workspace.

Need to understand what happened while I was away?
↳ Searches Notion, Slack, and Gmail to surface what actually matters.

Those lost hours add up. That's time I now get to spend on the work I love most.

Working with our talented team. Solving problems for clients across completely different businesses. Building systems that let us take on bigger challenges.

2026 is about building the foundation that scales. Notion Agent helps me build it faster.

What are you building in 2026?

Try Notion Agent for free at https://lnkd.in/dcFAtkS9

#NotionPartner #NotionNewYear

Nike had Steph Curry.

Then they called him the wrong name.

2013. Curry's contract was up for renewal.

Nike had first right of refusal. They could match any offer and keep him.

Then came their pitch meeting...

They mispronounced his name. Multiple times.
They offered no signature shoe. No real investment.
They left Kevin Durant's name on the presentation deck.

Under Armour's pitch was the opposite.

We see your potential. You'll be the face of our basketball division.

Curry signed with Under Armour for $2.5M.

Today, his shoes outsell every NBA player but Jordan.

That deal became $200M+ with equity and Curry's estimated value to the brand is $14 billion.

Nike had matching rights. They had the relationship.

They lost him in a conference room because the details didn't match the opportunity.

Nike waited for proof. Under Armour bet on potential.

That's the difference between keeping talent and watching them walk.

What's a time you chose to work with someone who believed in you before you had proof?

---

I share #brand and #growth insights daily, follow for more.

Here's what I'm predicting for 2026 in marketing.
Honestly, I think most people aren't ready.

Last year, everyone adopted AI for marketing.
This year, we'll realise why it's not working.

Every cold email is the same. 
Every video uses identical hooks. 
Every landing page follows the exact template.

When 99% of marketers use the same AI tools, nobody has an advantage.

Meanwhile, audiences are actively retreating.

Daily time spent on social media has decreased for the first time ever. We're drowning people in volume while they're literally trying to escape it.

So here is what I'm seeing for this year:

1️⃣ Founder media becomes non-negotiable

More than exec social posting, more leaders will build out deeper media platforms.

Tyler Denk’s newsletter won beehiiv TIME magazine as a customer. Stripe’s co-founder runs a podcast interviewing business leaders.

More will level up from posting on Linkedin and Twitter to building out full media platforms so they can engage audiences more deeply and through owned channels.

2️⃣ Anthropic fills the gap left by Apple

ChatGPT’s first-mover advantage will have diminishing returns as Google steps up their AI roll out.

They’ll keep fighting head to head over being the everyday productivity tool.

But Apple’s absence on AI leaves a market gap for more professional and creative options, which Anthropic is filling.

They’ve already overtaken OpenAI on enterprise LLM usage.

3️⃣ AI amplifies but doesn't replace

I get it. AI makes everything faster and easier.

But when AI commodifies execution it’s your perspective that can't be automated.

Marketing wins this year will use AI to amplify human connection, not replace it.

It seems obvious to say, but most marketers will keep chasing AI efficiency. We’ll get a bunch more content that audiences will increasingly ignore.

Have I nailed it? Am I being delusional?

Keen to hear what you think!

---

I share #growthstrategy insights daily, follow for more.

Founder of Pistachio | Build trust. Drive growth.

La Vieille Ferme spent 50 years as a decent French rosé.

Then the internet started calling it "chicken wine" and everything changed.

The brand didn't create the nickname.

People just saw the chicken on the label and figured "chicken wine" is easier to say than "La Vieille Ferme"...

It became a cultural moment with "chicken wine" trending on TikTok and Instagram.

Sales spiked 300% in some markets. Grocery stores couldn't keep it stocked.

Then La Vieille Ferme launched a limited-edition bottle literally labelled "The Chicken Wine"

They leaned all the way in.

A lot of 50-year-old brands would have worried about their heritage. Especially French wine brands!

But this brand let the internet rewrite their positioning and ran with it.

Sometimes your audience hands you a better story than the one you've been telling.

The best move can just be to roll with it 🤷‍♂️

---

I share #brand and #growth insights daily, follow for more.

La Vieille Ferme rebrands to ‘The Chicken Wine’

When tl;dv decided to grow through TikTok, they didn't hire marketers.

They hired comedians.

The result? 2M users and $4.5M in revenue.

No sales team. No paid ads.

Just 3 creators making workplace skits and jokes tech workers could see themselves in.

But they posted 102 videos before anything clicked.

Their CEO told the team upfront:
"Be ready to burn a year's budget for little results."

That's the part most B2B brands struggle with.

They know this type of content works.
They just can't push through the awkward, expensive, slow middle where nothing seems to be working.

tl;dv won because:

→ They let personality lead, not product features
→ They pushed past the flatline phase
→ They accepted messy attribution

In crowded markets, personality scales faster than features.

Your product won't make you stand out in a saturated market. Your personality will.

If your content disappeared tomorrow, would anyone notice?

---

I share #brand and #growth insights daily, follow for more.

Heineken is paying people to stop sending voice notes and meet for a beer instead.

Their new "Could Have Been A Heineken" campaign in Brazil targets people who receive voice notes over 3 minutes long on WhatsApp.

Send the bot your voice note, get a voucher for a free beer and bar recommendations to meet up IRL.

9 billion WhatsApp voice notes are sent daily (up 7% YoY). But 54% of people say their most fulfilling conversations happen in person.

Heineken made their brand the bridge for this gap.

Here’s why this works:

1. Brazil sends 4x more voice notes than anywhere else
The activation is culturally specific, not globally generic.

2. It's consistent with Heineken's broader positioning
They've built a sustained narrative around IRL connections, this isn’t a one-off stunt.

3. It uses a real friction point
Voice notes are more personal than a text, but still not the same a real in-person conversation.

Are you a voice note person? Or do you secretly wish they'd just suggest meeting up instead?

---

I share brand strategy insights daily, follow for more.

Google's logo just changed for the first time in 10 years.
Most people think it's a minor tweak.
It's actually the end of an era.

For 10 years, flat design ruled everything. Apple's iOS 7 set the template in 2013. Brands stripped away texture, depth, and colour. Everything went clean, simple, static.

But it also flattened creativity. Every logo started looking the same. Sans serif wordmarks. Solid colours. Geometric shapes. The visual language of tech became indistinguishable.

Then AI came along. Brands needed identities that reflected what the technology does, constantly learning, adapting, creating.

OpenAI, Claude, Gemini. All created visual identities that match what their technology actually does.

Look at Gemini in Gmail. Hover over it and the gradient spins, the shape shifts. Every other button stays static.

That's why Google's new logo gradient matters.

It's a strategic pivot toward dynamic identity systems that reflect how modern technology works.

The next wave of branding will be more about feeling responsive than being polished.

Minimalism brought order, as well as conformity.

Now it's about brands that feel alive.

What do you think this shift means for your brand?

---

I share #brand and #growth insights daily, follow for more.

Everyone in growth obsesses over removing friction.

Decathlon just added more and won.

92% of New Year's fitness resolutions fail by mid-Jan.

So they made one of their bestselling running shoes non-refundable.

No returns. No second thoughts. Buy it, commit to it.

This breaks every conversion playbook. We're trained to make conversion as smooth as possible.

But Decathlon flipped the question.

Instead of asking "how do we make this easier to buy?" they asked "how do we help people stick with what they’re trying to achieve?"

The no-returns policy protects the decision, not the inventory.

Buying shifts from "maybe I'll try running" to "I'm actually committing to doing this".

They reinforced that decision with meaning. Stick with it for 30 days and earn loyalty points.

Not a discount, but a reward for consistency.

This is what happens when marketing stops chasing persuasion and starts designing belief.

We default to frictionless.

Fewer steps. Less resistance. Instant gratification.

But sometimes friction IS the value.

Sometimes your job isn't just getting people to say yes. It's helping them mean it.

Makes me wonder where else we're over-optimising for ease when we should be designing for follow-through.

---

I share #brand and #growth insights daily, follow for more.

Apple just locked in a billion-dollar deal with Google.

This time, it's Gemini powering Siri.

Google pays Apple $20B annually to be the default search engine on iOS. Apple now pays Google $1B to power Siri's intelligence layer.

Some see this as smart strategy. Outsource the intelligence layer, keep control of privacy and UX, maintain optionability.

But Apple’s admitting they can't build competitive AI.

They tested their own models against alternatives.
They delayed Siri's AI upgrade multiple times.
They used ChatGPT when Siri needed to.

Now they’re choosing Gemini to run the whole thing.

It’s a pretty major dependancy for a company built on vertical integration.

Apple used to own the entire stack. Now they're renting the most critical layer from their biggest competitor.

When Google controls both the search layer and the intelligence layer on Apple's devices, the balance of power shifts fundamentally.

Apple's privacy infrastructure is real. But this deal shows they know users won't accept worse AI for better privacy.

Is this pragmatic decision-making, or is Apple falling behind on the technology that will define the next decade?

---

I share #brand and #growth insights daily, follow for more.

What happened in growth and marketing this week?

Here’s your Friday recap:

🔍 B2B buyers are doing their research on Reddit, not brand websites.

New data from HubSpot and Reddit shows most decisions happen before sales contact, and those conversations are now feeding AI search results.

🎮 Luxury brands are returning to gaming as a real channel.

Not experiments, not metaverse hype. Gaming is being used to reach Gen Z where time and attention already exist.

⚠️ Google’s AI Overviews are reshaping brand reputation.

Forum posts and old threads are being summarised as answers, pushing brands to actively monitor and respond where AI pulls its sources.

🎬 Apple launched Creator Studio to compete directly with Adobe.

A lower-priced bundle that gives creators access to pro tools across Mac and iPad, while still offering one-time purchase options.

😂 tl;dv built a $4.5M SaaS business through TikTok comedy.

Three creators, consistent skits, minimal product mentions and more than half of their leads came from social.

👉 Swipe through for the full breakdown.

Want the links to any of the articles?
Comment or DM and I’ll send them through.

This week in growth & marketing #10

First growth & marketing recap of the year
and honestly, it already feels like a big one

Here’s what’s worth knowing this week:

🧠 Kantar’s 2026 trends are clear

AI isn’t just about efficiency anymore. It’s shaping how brands get chosen, recommended, and trusted by people and by machines.

💬 HubSpot says Reddit is becoming impossible to ignore for B2B

As AI search drives fewer clicks, brands need to show up where buyers actually research and where AI models pull their answers from.

📉 2025 quietly killed a lot of old ad industry assumptions

From traditional search and news traffic to realistic social feeds and tidy creative briefs, the old defaults aren’t holding up.

🧴 Unilever’s Vaseline moment shows how “social listening” should work

Watch what people are already doing, validate it, and amplify it without killing the vibe.

📈 And one big theme ties it all together

Growth in 2026 won’t come from more output. It’ll come from relevance, owned distribution, and genuinely human connection.

👉 Swipe to catch up in under a minute.

Want the link to any story?
Drop a comment or DM me.

taplio

The Battle

Tom Alder

Isaac Peiris

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Performance ScoreTom Alder's LinkedIn Performance

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taplio

The Battle

Tom Alder

Isaac Peiris

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Tom Alder's LinkedIn Performance

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Performance ScoreTom Alder's LinkedIn Performance