Ronak Kadhi
@ronakkadhi
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Tweeting about marketing, startups, and SaaS as I see it. Occasional web3 thoughts thrown in for good measure | Marketing @arcananetwork
Joined May 2018
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Larry Ellison is the most ruthless CEO in the tech world:
• Hired investigators to spy on Microsoft
• Hostile takeover of multiple companies
• Donated $500 Million to delay death
How an abandoned boy took Oracle to $445 Billion 🧵
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In 2018, Mark Zuckerberg was the biggest villain of the tech world.
Today, he is the coolest CEO in the Silicon Valley.
The PR framework that completely rebranded Mark: R.A.C.E
Here's how it turned Zuck from zero to hero 🧵
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472
6K
Netflix offers dream salaries to lure top talent.
Then they tell managers to constantly consider firing them.
This mind-bending paradox is reshaping how Silicon Valley thinks about job security.
Here's the inside story of Netflix's infamous 'Keeper Test'...
A thread 🧵
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3K
Apple sold 1.4 Million iPhones in the first year of its launch. It now sells 1.4 Million every 2 days.
The marketing trick Apple uses to sell you a new iPhone every year isn't just clever—it's a masterclass in psychological manipulation.
Here's how they keep you hooked: 🧵
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How did IKEA become a $40 billion company selling furniture?
By exploiting a cognitive bias called the Labor Perception Effect.
Aka the "IKEA Effect."
A thread 🧵
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I have compiled the most valuable Airtable with 500+ web3 resources like newsletters, podcasts, companies, job boards, DAOs & communities.
It can easily sell for $300
Today I'm giving it for free.
Like and retweet this post & I'll DM 📩 you the copy.
Must follow for more
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But how did Zuckerberg change his image?
The answer: RACE framework
It's a powerful tool in PR and marketing that will COMPLETELY change how you view brand transformations.
Let's dive in 👇
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Mr. Beast has 300M+ subscribers. You think he's a YouTube sensation but you don't get it.
He is going to be worth $10B, more than Mark Cuban, Peter Thiel, and Eric Schmidt.
The business side of Mr Beast you didn't know about👇🧵
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Then came the Zuck 2.0 makeover.
Out went the hoodies and sneakers, in came shearling jackets and... gold chains?
Zuck transformed from coding nerd to tech bro faster than you can say "metaverse".
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But it wasn't just about the looks.
Zuck started showing up differently.
Zuck 2.0 was hydrofoiling in a tux, cracking jokes on podcasts, and actually seeming human. 🤔
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They believe a team of all-stars performs exponentially better than a team with just a few standouts.
The keeper test isn't just about who to let go.
It's about constantly raising the bar.
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Netflix argues this creates LESS stress, not more. They say brutal honesty beats uncertainty any day.
No sugar-coating, just real-time feedback.
But why implement a system that may encourage turnover when you're paying top dollar?
The answer is "talent density" – Netflix's
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The 'keeper test' is brutally simple:
Managers regularly ask themselves, "If this person wanted to leave, would I fight hard to keep them?"
If the answer is no, it's time for a tough conversation.
But that's just the tip of the iceberg...
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14 years ago, Amazon was creating an eBook monopoly.
Steve Jobs was about to launch the iPad and he wanted to beat Kindle at their own game.
The problem? Amazon had poached almost every single publisher.
The epic story is a masterclass in negotiation: 🧵
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In 2000, they were just a bunch of nerds trying to make internet payments work.
By 2020, they had:
• Sent humans to space
• Changed how we share videos forever
• And revolutionized electric cars
How Peter Thiel built a culture that produced 20+ future billionaires: 🧵
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The impact on company culture? Intense. Employees describe it as "challenging but rewarding."
There's no room for coasting, but the potential for growth is unparalleled.
Here's what some former Netflix employees have to say 👇
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This isn't an annual review. It's not even quarterly. It's a constant evaluation.
Every. Single. Day.
Imagine the pressure – and the potential for growth.
Netflix's reasoning behind this will surprise you...
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No startup capital. No business plan. No grand vision.
Just 3 hungry students and a local delivery problem.
The weekend project that became a $50B 'mistake'.
Uncover DoorDash's shockingly simple origin story 🧵
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Zuck's first BIG move: Rebranding Facebook to Meta.
But why change a household name? Simple, it was a fresh start.
The name change did 3 things:
• Distanced the company from past scandals
• Signaled a shift towards future tech
• Gave Zuck a chance to redefine his role
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Let's go a little back in time...
In 2018, Facebook's trustworthiness hit rock bottom at 27%.
Why? Cambridge Analytica.
87 million user profiles were harvested without consent, and Zuck went from boy wonder to tech's biggest villain overnight.
But that's not the only thing...
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Sam Altman dropped out of Stanford, invested $400M in startups, and built the world's best team with Elon Musk.
His advice on "How to build the future" is a masterclass for anyone building a career today.
A thread 🧵
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So in 2020, Zuckerberg emailed Peter Thiel.
The mission? Rebrand him as the voice of millennials.
He noticed that Facebook was largely used by millennials.
Zuck couldn't be the hero to everyone, but he could be the hero to them.
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I'm seeing a lot of tweets of people curious about how
@web3conf_india
was and
So here is a not-so-concise breakdown of how it was.
I hope the organisers and everyone who attended take it with a grain of salt and implement the feedback in the upcoming events. Peace.
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Critics call the keeper test harsh and anxiety-inducing.
Supporters say it's refreshingly honest and drives unprecedented performance.
Either way, it's forcing other tech giants to reconsider their approach.
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1. Reach
Zuck didn't just reach his audience. He redefined it.
By positioning himself as the voice of millennials, he expanded Meta's reach beyond just "social media users" to "future-focused tech enthusiasts".
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The keeper test is also changing how employees think about career planning.
Long-term job security? That's so last decade.
The focus now is on continuous skill development and proving your value daily.
But the ripple effects don't stop there...
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The lesson? Second acts are possible, but they require more than just a wardrobe change.
So the next time you see Zuck in a tux on a hydrofoil, remember:
It's not just a billionaire having fun. It's years of careful image crafting paying off.
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Remember the robot-like Zuck, with his grey tees?
His public image was so bad, people started joking he was an alien trying (and failing) to appear human.
Look at his eyes in the picture. Feels like he's staring right into your soul.
Zuck knew he had to do something...
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4. Engage
This is where Zuck really shined.
From hydrofoiling in a tux to leading the charge into the metaverse, he kept people talking, sharing, and engaged with Meta's new vision.
And this isn't going to stop anytime soon.
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I hope you've found this thread helpful.
Follow me
@ronakkadhi
for more threads on marketing, startups, and entrepreneurship.
Like/Repost the quote below if you can:
In 2018, Mark Zuckerberg was the biggest villain of the tech world.
Today, he is the coolest CEO in the Silicon Valley.
The PR framework that completely rebranded Mark: R.A.C.E
Here's how it turned Zuck from zero to hero 🧵
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472
6K
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2. Act
The Meta rebrand wasn't just talk. Zuck also brought changes:
• New company policies
• Massive investments in AR/VR
• Personal image overhaul
Each action was a stepping stone to rebuilding trust.
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The result? A PR turnaround for the history books.
By 2024, Meta's trustworthiness soared to 68% - a comeback that would make other companies jealous.
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Twitter Thread of Top 10 Twitter Tools 👇
1) Name :
@SoicalRank
Maker :
@ajt
Platforms : Twitter and Instagram
What I use it for : To Identify, organize and manage audience.
Who teaches it :
@SueBZimmerman
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3. Convert
Zuck didn't just want people to like him. He wanted to convert critics into believers.
How? By delivering on promises:
• Better privacy controls
• Innovative products (Quest 3 Pro)
• Responsible handling of the 2024 elections
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So what's this IKEA effect?
It's a cognitive bias where people value products more when they've assembled them themselves.
Here's a simple explanation 👇
From Swedish mail-order business to global giant, IKEA's success hinges on this simple psychological trick.
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It all starts with DESIRE. Apple isn't selling phones; they're selling a lifestyle, an identity, a piece of the future.
Every launch is carefully crafted to tap into your deepest wants and needs.
Remember unboxing your first iPhone? That feeling is what they're really selling.
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You have to die a few times before you can really live.
-Charles Bukowski
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It's a total myth that web3 companies only hire developers...
This is entirely untrue.
Based on the current market demand, here are 7 positions that don't require an in-depth tech knowledge (In order of demand/priority)
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Enter the SCARCITY effect. Those "sold out" notices? Not an accident.
Apple deliberately limits initial supply, making you feel like you NEED to act fast or miss out.
It's like dangling a juicy apple just out of reach—you can't help but jump for it.
And it doesn't stop there.
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
@kriti_kg
@ArcanaNetwork
@QuillAudits
@dehidden_
How should we build a web3 India community?
We should start treating events with more maturity and focus on the agenda.
Will love to see some builders attending these events.
Let's discuss more ideas and technology at such events rather than shouting "WEB 3" on cue.
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But why does this happen?
To understand it, let's dive into human psychology 👇
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Not to forget, Apple's marketing is a masterclass in COGNITIVE EASE.
They don't drown you in specs. Instead, it's all "magical," "revolutionary," "best ever."
Why? Because your brain loves simplicity.
The easier something is to understand, the more you trust it.
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Best Podcasts for all your entrepreneurial needs👇
1) Name : Bold conjectures.
Host :
@paraschopra
Subject : Insights from industry experts and answering some unanswered questions.
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We see our creations as extensions of ourselves.
When we invest our time & effort into creating something, we form a strong emotional attachment to the result.
This attachment leads us to view our creations more favorably, often overestimating their quality or value.
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Then there's FOMO—Fear Of Missing Out that Apple cleverly banks on.
Apple's grand unveilings aren't just product launches; they're cultural events.
When everyone's talking about the latest iPhone, not having one feels like being left out of the coolest party in town.
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RT the first tweet if you found this thread valuable.
Follow me
@ronakkadhi
for more threads on marketing, startups, and growth.
Netflix offers dream salaries to lure top talent.
Then they tell managers to constantly consider firing them.
This mind-bending paradox is reshaping how Silicon Valley thinks about job security.
Here's the inside story of Netflix's infamous 'Keeper Test'...
A thread 🧵
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334
3K
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@itstimconnors
This is super cool info! I didn't know this was happening. Even though I'm all in for decentralisation and DAOs but sometimes I do agree with Socrates and hate democracy.
Democracy starts feeling like a dictatorship of the majority who have ulterior/corrupt motives.
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Running a marketing team at a web3 startup is like running a testing lab.
You have to run experiments, analyse, iterate and repeat.
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
@kriti_kg
NFT Tickets were a big flop, IMO. For the first three days, anyone and everyone was allowed to attend the event by filling out a google form with a public link.
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Mr Beast has probably the biggest MOAT on the ENTIRE planet.
The moat is a competitive advantage that protects a company's market & profitability from rivals.
Other personal brands have built bigger companies (SKIMS by Kim K).
But Mr Beast is only 26 and is already huge enough
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@Prathkum
Adding one last thing here: Read - consume blogs, threads, videos, podcast and books. These are your mentors. It will help you navigate while avoiding some common rookie mistakes
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
@kriti_kg
The organisers divided the venue into three stages and diluted the audience further. Ex. A creator with a very insightful talk only had 25 attendees on a side stage because the main stage had another interesting talk. A Twitter space could have fetched him 100x more listeners.
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It all started with Thiel's unconventional hiring:
He didn't want MBAs or experts. He wanted:
• Multilingual polymaths
• Math whizzes
• Chess champions
Thiel's unconventional advice on hiring is unique and contradictory 👇
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7 years ago, Sam did an interview with Y Combinator. In this interview, he covers:
• Choosing what to work on
• Finding your tribe
• Accomplishing big things
• Work-life balance
• Taking risks
• Motivation and burnout
• Long-term thinking
Let's dive in 👇
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0
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
@kriti_kg
75% of the attendees weren't building anything, which is standard with conferences, but the ratio of builders is higher.
The host treated the event like it needed excitement and constantly tried to hype it up. The host could have balanced between fun and driving value.
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It has
- Reading List (77)
- Youtube(65)
- Learning Websites (20)
- Newsletter (59)
- Podcast (100)
- Thought Leaders to follow (72)
- Web3 Devs to follow (37)
- Communities (50)
- DAOs (72)
- Demo Project Ideas (95)
- Web3 Companies (66)
- Job Boards (10)
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Super proud of the team for achieving this feat 🚀
A 🧵 coming soon on how we acquired 50,000 users in 6 days in a Web3 "bear" market.
Stay tuned!
🎉 SendIT is now 50,000 users strong 🎉
SendIT has gone past 50,000 users in just 6 days!
Next stop → 100k
Join the movement & make crypto transactions simple
Experience flawless transactions & collect rewards while doing it. Just
#SendIT
Thank you for your support ♥️
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
@kriti_kg
It didn't feel like an actual conference. It felt more like a frat party.
But team
@ArcanaNetwork
was on top of their game, and it was hard to miss them. The team was the only ones wearing Arcana T-shirts, pitching and networking at every possible event/party/side event.
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Jobs then employed a brilliant negotiation tactic.
He presented publishers with three choices:
• Stick with Amazon and watch book value plummet
• Join Apple and regain control over pricing
• Face a future where piracy dominates as readers seek alternatives
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This bias isn't limited to furniture.
It applies to various scenarios:
• DIY projects
• Customized products
• Even digital services requiring user input
But Ikea did something completely insane...
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Meet the Paypal Mafia which includes titans like:
• Elon Musk (Tesla, SpaceX)
• Reid Hoffman (LinkedIn)
• Steve Chen & Chad Hurley (YouTube)
• Jeremy Stoppelman (Yelp)
But how did one company breed so many innovators?
1
0
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Customer loyalty? Through the roof.
People are less likely to return items they've built, even if imperfect.
Their effort justifies flaws, boosting overall satisfaction.
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Enter Steve Jobs.
2010: Apple unveils the iPad, but Jobs saw beyond just hardware.
He recognized a golden opportunity in publishers' discontent with Amazon.
The key insight: Your rival's strength can become their Achilles' heel—if you know how to exploit it.
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Jobs' approach was cunning. He didn't just offer a competing product; he offered a completely different business model.
Amazon: Wholesale model (buy at higher prices, sell at $9.99)
Apple: Agency model (let publishers set prices, take a 30% cut)
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0
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
@kriti_kg
We expect tech conferences to be on top of their tech game, but that was not the case. We didn't have Wifi or a network at most places inside the venue. Hence, most of the networking/information sharing had to happen outside, which hampered the talks' attendance.
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Follow for more such resources.
I would love to chat about your web3 project and help you in any way possible. [Tweet]
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They added another psychological phenomenon to it:
Enter the Endowment effect.
The endowment effect is our tendency to value things more highly simply because we own them.
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This move showcased a crucial strategy: When entering a market dominated by a giant, change the rules of the game.
Jobs wasn't just competing with Amazon; he was redefining what competition looked like in the eBook space.
1
0
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
Met some exciting upcoming projects too.
What didn't work
The talks weren't excellent. The organisers should have vetted the discussions and focused on driving value for attendees. Most (not all) talks discussed sponsored products rather than web3 tech, ideas, and trends.
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But hiring was just the beginning. Thiel's real magic was in the culture he built.
It was founded on 5 core principles:
• Extreme focus
• Individual accomplishment
• Refusal to accept constraints
• Radical transparency
• Vigorous debate
Let's break these down 👇
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His businesses are doing:
→ $200M/year: Feastables available in 5000+ stores across Walmart, 7/11, Target, and Albertsons
→ $100M/year: Beast Burger (didn't work out but still big)
→ $100M: Amazon Prime Video Series Deal
→ $50M/year: YouTube AdSense
Let's dive in 👇
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1
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1. Choosing what to work on
Sam emphasizes finding the intersection of what you're good at, what you enjoy, & where you can create value.
It's partly like the Japanese concept of Ikigai.
Don't fall into a career - think critically about where you'll spend your time.
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0
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Marketers think Reddit is just another social media channel to find cute animals, think again. Check out these lesser-known ways to use Reddit for business.
1. Community management: Build a subreddit for your product. Use this space to engage with users & collect feedback.
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1. Extreme Focus
Thiel assigned everyone exactly ONE priority.
Nothing else mattered.
He would refuse to discuss anything else with the person except what was assigned as their
#1
initiative.
Even annual reviews asked: "What was your single most valuable contribution?"
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3
17
@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
I feel the strength of the community/event is showcased by its diversity of opinions.
Ex. There was no one from the VC community. We only had
@kriti_kg
from Sequoia, a speaker at the conference.
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0
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Key takeaways from this epic clash 👇🏻
• Identify and exploit your competitor's vulnerabilities
• Don't just compete - change the game
• Use strategic framing in negotiations
• Be prepared for regulatory challenges when disrupting markets
The Bezos-Jobs eBook war teaches us
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Reddit is the most underutilised customer acquisition channel
Only some startups like
@NotionHQ
understand the power of Reddit and use it to their advantage.
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To make sure Feastables was a success, MrBeast launched it with a video in his own style.
He uploaded a video recreating Willy Wonka's Chocolate Factory.
And introduced a $500K challenge with 10 golden tickets hidden in chocolate bars already in stores.
1
1
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Remember, Apple isn't just competing with other phones. They're fighting for your attention, your loyalty, your identity.
So next time you feel that irresistible urge to upgrade, ask yourself: Do I need a new phone, or has Apple just made me WANT one?
Their marketing isn't just
1
1
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And then comes the whole "status signalling" game that follows.
An iPhone isn't just a phone—it's a statement.
It says, "I'm successful. I'm in-the-know. I'm part of the elite."
In a world where first impressions matter, Apple has made its logo a shorthand for "I've made it."
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By having customers assemble their furniture, IKEA makes them feel like co-creators.
This triggers both the IKEA Effect and the Endowment effect.
The result?
Customers develop a stronger emotional connection to their furniture than they would to pre-assembled pieces.
1
2
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The other thing that Apple does is using VARIABLE REWARDS like a slot machine.
Each year brings just enough new features to keep you excited, but not enough to fully satisfy.
It's the perfect recipe for addiction: never knowing if the next iPhone will be THE ONE that changes
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Lastly, the SUNK COST FALLACY keeps you locked in.
"I've already spent so much on apps and accessories," you think. "Might as well stick with iPhone."
It's like a relationship you can't leave because you've already invested so much time.
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@web3conf_india
What worked
I met crazy folks I had seen killing it on Twitter, such as
@VittoStack
@SuhailKakar
@Prathkum
and
@ravinwashere
It wasn't like a regular meetup with limited exposure; the conference spanned three days; hence got to interact with these folks on multiple occasions.
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And once you're in the Apple ecosystem, the ENDOWMENT EFFECT kicks in.
"No reduction to our 30 days iCloud storage!"
"We're keeping our hundreds of app purchases!"
Meanwhile, Android offers 50GB free storage and app deals.
But you can't let go. It's YOUR ecosystem now.
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In 2007, Amazon launched the Kindle, revolutionizing how we read.
By 2010, they controlled 90% of the eBook market.
Bezos' strategy? Sell eBooks at $9.99, often at a loss.
His motivation to sell at a loss? To capture the market and drive competition to the ground.
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But it's more than just clever marketing:
• Lower manufacturing costs: Shifting assembly to customers reduces production labor costs.
• Cheaper storage: Flat-pack furniture takes up less warehouse space.
• Reduced shipping expenses: Compact packaging allows more items
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@judeVector
That is true and good feedback, but not a lot of people know about his contribution to open source yet
Maybe I can write another thread on that
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This loss-leader approach had two goals:
• Drive adoption of Kindle devices
• Cement Amazon as THE destination for eBooks
It worked brilliantly, but at a cost: Publishers were furious, fearing the devaluation of their product.
1
0
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
@ankg404
@AlchemyPlatform
@dYdX
@pranshu3196
@epnsproject
@MoralisWeb3
@0xPolygon
@BhosalePratim
@GargEtisha
@kriti_kg
@ArcanaNetwork
What do I feel as a marketer?
I don't know how products like
@QuillAudits
@dehidden_
& other sponsors are calculating their ROI, but IMO the brands had low visibility.
I have some extreme opinions on this, which I will skip now.
The stalls got excellent footfall, though.
1
0
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@web3conf_india
@VittoStack
@SuhailKakar
@Prathkum
@ravinwashere
I met some super builders like
@ankg404
from
@AlchemyPlatform
Karan from
@dYdX
@pranshu3196
from
@epnsproject
Shiv from
@MoralisWeb3
& POS dev team of
@0xPolygon
Got an opportunity to discuss managing things at scale.
Caught up with friends like
@BhosalePratim
and
@GargEtisha
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5. Meme officer (shitposter)
6. Designers (UI/UX designers, abstract designers, illustrators)
7. Operation (Team ops, finance ops, culture)
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Let's first understand...
Why did a YouTuber start a chocolate brand? 🤔
He saw stale shelves, unchanged for 50 years. Same old chocolate brands. Boring.
So he innovated in the space, and created a unique product kids actually want to consume + is healthy too.
1
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This individual focus bred ownership and innovation.
PayPal's most critical innovations were all driven by a single person's vision.
Meetings were looked down upon since they wanted to "avoid imposing on other's time".
1
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How can personal biases shunt your startup's growth?
I recently met a founder running a devtool AI startup with 300 followers on his company's Twitter profile.
I advised him to increase his content velocity and be out there to ride the AI wave on Twitter (X).
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