Erin Falter

Ascending thought: Thought → Belief → Truth → Knowing Descending thought: Thought → Assumption → Illusion → Delusion

@danshipper @every 👀

something new coming this week from @every

I recently received a @tryprofound product walkthrough and something stood out to me. Brands that are good at non-branded search are going to be really good at AEO/GEO. Because when you already know how your customer talks about your product in conversation, you know how to show up for them when AI is mediating the purchase decision. The ones struggling? Brands that are precious about their internal taxonomy. They call the product one thing. Every single customer calls it something else. Most brands choose their own naming because there's identity tied to it. Control tied to it. But what started as a branding preference is becoming a visibility problem and it's accelerating fast as more shopping moves through LLMs.

Caught up with @mattrbahr from @FairingData recently and he shared something that stuck with me. Brands are surfacing CRO (conversion rate optimization) opportunities that aren't coming from A/B testing or site metrics. They're coming from post-purchase surveys. Specifically, asking customers if they found anything on the site difficult to work with. Trouble finding a product. Clunky checkout. Broken discount code. We're not often asking for that kind of shopping experience feedback. And when brands do, they're surfacing friction points that their dashboards are missing entirely. Simple insight but a good reminder: sometimes the best conversion tactics come from just asking.

@AdrianDahlin @sandbar Amazing! Agree re: Apple, but their walled-garden approach works against them here. The real power of a tool like Stream comes from integrating across your workflow, not just the Apple ecosystem. We'll see!

Just bought a gold one! Super excited. I so relate to the experience that my best thoughts don’t happen at my desk. Lately it’s been connections made while listening to strategy & business podcasts. I have to admit that the solo story in the video reminded me of the movie Her. Which is a bit frightening. But I’m still on board. Because I know I, for one, will remain social ;) My strategic thought is that Apple would be a terrifying competitor in this space 😬

Currently Testing: Stream by @sandbar My best thinking doesn't happen at my desk. It happens in the shower, while I'm doing my makeup, when I'm out to eat with a friend. Lately I've been pulling out Granola and just talking to it. Strategies, insights, personal conversations, moments of inspiration, reminders. It helps bring my subconscious into my work. Marcus Moretti recently wrote on @every about how subconscious decisions define writing styles, which is a big reason LLMs can't write like you yet. But here's the problem with just talking into Granola: it's not responding. It's not acting as an extension of me. That's why I'm excited about Stream. I can talk to it whenever and wherever. It captures my thinking but also acts as a thought partner. It feels like @minafahmi and team are building really intentionally. Congrats to the Sandbar team on the $23M Series A. Can't wait to keep testing. If you're interested in this space, you can pre-order now. sandbar.com

Visiting @Shopify HQ for the first time tomorrow. Anyone I absolutely must meet?

JAN 2027 80% of consumers buy via agents. Site traffic down 90%. In a race to the bottom, companies no longer compete on strength of voice or "brand", just price & bot reviews. Enter the Knowledge Keeper, a role of human wisdom & mortal imperfection. w0rkw0rk.substack.com/p/outer-work-t…

A nice reminder from @naval on why entrepreneurs don't need to worry about AI taking their job:

Not everyone shares how helping without expectation impacted them. But the impact is there regardless, and it's really nice when someone reminds you of your kindness.

In 2018, I sat with a friend of a friend and walked him through the basics of running Meta ads. No agenda. Just sharing what I knew. He mentioned it to me recently. How pivotal that conversation was. The brand he started with his now wife has since grown like crazy.

After my X account was hacked and I was unable to access for 3 months, I'm finally back!! 🙏 Also clearly my hackers were based out of Pakistan...

@MotherGamesgg @mariedeal @GIBiz 👏 Where inner "work" is really just play :)

“Mother Games is based in New York and describes itself as a creator of ‘experiences designed to awaken players to their own mental programming and expand their inner worlds through play.’” thank you @mariedeal and @GIBiz for the write up! gamesindustry.biz/new-studio-mot…

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How to become an interesting person: Follow your interests.

@chachovaladez Beautiful and I couldn’t agree more!

I think one of the best gifts we can give others is to show up as a fully regulated human being

@alexromac Haha 😂 not sure we want to go there

@erinfalter What would you call my mind when I create something ugly that doesn't work? 🤪

When a creative mind creates without the insights of a performance mind, you create something beautiful that doesn’t work. When a performance mind creates without the vision of a creative mind, you create something ugly that works.

When a creative mind seeks the insights of what will perform and a performance mind respects the creative process, you create magic: Something beautiful that works.

Alright I get it. Only 300 people saw this and no responses. I must give to take.