The Human Effort

Book 15 min to start revealing your brand's truth: calendly.com/kponto/15min

When doing stakeholder interviews for brand analysis, interview everyone separately before you put them in a room together. Group dynamics don't reveal truth - they produce consensus. That's not what we're after.

I like Eric, but you have to understand that he went into this evaluation of Claude specifically looking for evidence of malfeasance and conspiracy around physics logic. His mental model of Claude assumed that he could interrogate Claude under that suspicion and correctly determine whether or not evidence of malfeasance and conspiracy existed. His mental model DID NOT include the possibility that Claude would just deliver to him what he was looking for whether it existed or not, because that's what the LLM does. His intent wasn't wrong, and his analysis of the results wasn't wrong - it was his model that crashed up against reality - and boy does it suck when that happens, and it double-sucks when it happens in public. Nobody benefits from any of this clowning on either side - the whole thing kinda sucks.

@___4o____ It's hilarious to me how all the people who already hate Eric think they're so much smarter than him while utterly missing the point he's trying to demonstrate. Incredible self-own.

“[one of] the great sins you can commit in academics is to show yourself to be a non-serious person, to have delusions, to avoid the standard practices which everyone has signed up for…” This quote is from Eric Weinstein prefacing an explanation of his Theory of Everything on Lex Fridman (2020). What a beautiful self fulfilling prophecy. I’m starting to notice a pattern indicating that there are many pseudo intellectual academics who have polluted our institutions with delusional theories that are baseless and distracting to progress. Do I know jack shit about physics or academia? No, but this crowd continues to reveal themselves through their susceptibility to AI psychosis. We are blessed to see their egos on full display through their unchecked obsession with sycophantic reassurances of their intellectual rigor. It’s almost like LLMs are becoming the perfect litmus test for identifying truth seekers, leading the frauds (who have tricked so many of us) to self expose. These people look for validation wherever possible: podcasts, credentials, and now “AGI” proving how smart they are. Enjoy psychosis larps, your pedigree won’t save you this time.

@_JulianoRossi @imkylelambert @pedrohen

@imkylelambert @pedrohen I never got the hype around Clear. It was so out of touch with the UI guidelines of both iOS and Android and, more importantly, it was super ugly.

if you know, you know

@imkylelambert OG Clear was GOATed. 100% content, 0% chrome. Perfect interactions. That first marketing video was a masterclass.

@ilyamiskov Objectively correct.

You can't convince me otherwise.

@DailyNoud Finally a logo refresh done right.

Spotify has updated their logo

Book 15 minutes to start finding out what your brand's story is: calendly.com/kponto/15min

You can apply these techniques to your own product pages - but remember: crisp, clever copy still needs a structure to stand out! You'll need to figure out the story you're trying to tell - about your product, and your brand...

This care with the headlines sets up the rest of their copy, which is always presented in a casual tone, and usually follows a different formula, which looks like the following...

This playful tone is what has defined Apple’s copy for decades, and should be the starting point for anyone looking to recreate that feeling...

Apple uses sentence case, not title case, for their headlines. This adds to the friendliness of their pages, and including punctuation - including periods - strikes a nice balance between casual and formal...

For instance, the iPhone 17e headline says, “Say hello to a good buy.” - a clever pun. The new MacBook Neo page says, “Hello, Neo.” - a nod to the first Matrix movie...

Apple’s headlines always have something familiar in them: a pun, a play on an existing phrase, call-and-response. This puts the visitor at ease and primes them for a positive feeling about the product...

A big thread on Apple's marketing pages. All marketing and design starts with copy, and Apple's copy is what sets their marketing pages apart. It has charm, cheek, and humanity, but follows some general formulas that you can use...