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

Helping small businesses gain traction through brand, model and operations optimization. 

The Bill Kerr

Remote work = better life.
Better life = happier person.
Happier person = better employee.
Better employees = winning business.

Bill Kerr

Hire top global talent with Athyna. AI-powered. Human-led. 👾 237,455 founders, investors, and leaders read my newsletter Open Source CEO 📚

No alternative text description for this image

"AI is going to be the end of us."  

Also AI:

🌎 Helping companies hire global talent at Athyna 📚 237,455 founders, investors, and leaders read my newsletter Open Source CEO

I don’t usually write about myself.

But this week on Open Source CEO, I’m doing it anyway.

It’s a short personal piece about sliding doors, dumb luck, and a handful of moments that quietly changed the direction of my life.

Missed opportunities.
Unexpected wins.
Sickness, travel, a house, a backflip.
And a recommendation that altered the plot.

Check your inboxes on Sunday: 

https://lnkd.in/dhQtg84z

If you’ve ever watched a marketer come into an all-hands, you know the drill.

Product has dashboards. Finance has models. Sales has pipeline.

Marketing has… a meme, a dream, and a Canva export.

Tracksuit fixes that.

It gives you an actual weapon:

Real-time brand data that doesn’t require a PhD or a séance to interpret. And honestly? I freaking love it. Not because it’s flashy. Or because it’s slightly AI-infused. 

But because it finally gives the creative side of the company the thing they’ve always wanted:

**Receipts.**

“We’re growing. Here’s the proof.”
“We’re losing share. Here’s the proof.”
“This campaign slapped. Here’s the proof.”

For the first time, brand gets to sit at the adult table.

And if you’ve ever been the marketer trying to justify a budget while performance fluctuates like a crypto chart… this thing feels like vengeance.

P.S. This is no hate to my marketing team, Tracksuit just makes them superstars.

https://lnkd.in/e7379vjs

This landed in my email inbox from PostHog this week. 

Another clear example of how far ahead they are of every other tech company when it comes to brand.

If you want to see the best example of successfully building a career, see the example of Yamini Rangan, CEO of HubSpot.

It's actually very cool to read through. 

Consultant at Lucent Technologies 🌱 
Manager at Oracle 🌈
Senior Principal at SAP 🙌🏼 
Director > GM at Appirio 💥 
Director > VP at Workday ✨
VP > Chief Customer Officer at Dropbox 💫 
CCO > CEO HubSpot 🔥 

Next stop, President. Final stop, Supreme Emperor of the Known Universe.

But seriously, how great is that?

"He's a draft dodging white boy." 

One of the best riffs I've heard in a long time by Jesse Ventura.

If you are hiring remotely and you don't wanna get absolutely dunked on use Athyna.

I'm not gonna lie. Hugh Jackman as some sort of Wolverine come Gandalf hybrid in the new Robin Hood movie might make me come out of the closet.

It's official. My ChatGPT is getting a little too comfortable with me.

I’ve burned through more CRMs than I care to admit.

Every quarter I’d swear one would finally match how we work…
and two weeks later I’d be back in a cursed Google Sheet with 17 tabs and a prayer.

Attio was the first one that didn’t fight me.

No bending our process to fit its worldview. No pretending our GTM is linear. No RevOps priesthood required.

It just made sense.

Flexible objects, real visibility, AI that actually works. 🤦🏻‍♂️ Basically just a CRM that can match the reality we live in.

If you’ve ever rebuilt a pipeline at 1am, you get it.

https://lnkd.in/eG3ENbyZ

Gotta love it when your readers compare you to your favorite thinker in the world.

Subscribe: https://lnkd.in/dhQtg84z

Everyone has an AI strategy deck.
Very few have an AI operating system.

I sat down with Bryan Murphy, CEO of Smartling. Former eBay VP, ex-founder, now running one of the most quietly serious AI companies in enterprise.

We talk about:
– Running an $8B business at eBay
– Throwing out an entire roadmap after ChatGPT launched
– Why enterprise AI is expensive, messy, and nothing like the demo
– Shipping 3,300 production releases a year without breaking the company

Possibly one of the most useful AI conversations I’ve had.

One piece of advice I give founders a lot: If your website is slow to change, your company feels slow, even if it isn’t.

Too many teams move fast internally, while their site stays frozen for months because every update needs a handoff, a sprint, or a dev favor.

That disconnect shows.

Every team I know that gets this right treats their website like product.
Something you ship, iterate on, and improve constantly.

That’s why Framer is dominating.

They collapse the gap between design and shipping, and give the people closest to the message real control.

When your site can move at the same speed as your thinking, it's an absolute flow state. 

And when it can’t, no amount of internal speed really matters.

https://lnkd.in/egDzyb6B

Most startups don’t fail because they picked the wrong idea. They fail because they stop listening too early.

This week’s edition is the zero-to-one story of Hyperbound.

Two Stanford grads.
19 pivots.
2,000 customer interviews.
A category that didn’t exist before 2024.

I watched this company go from scrappy YC experiment to enterprise sales weapon used by IBM, LinkedIn, and Bloomberg.

This isn’t a hype piece. It’s a breakdown of what actually worked, what didn’t, and how they found the one problem worth obsessing over.

If you’re building, pivoting, or questioning whether you’re 'there yet.'

Well then, don't forget to check your inboxes on Sunday.

If fumbling the bag could be summed up with one image. 

This would be it.

Polymarket is showing a 27% chance that Congress rules in favor of Trump's tariffs. 

What a clown show.

taplio

The Battle

Tom Alder

The Bill Kerr

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