2 things I do before brainstorming marketing ideas

Hi there!

I'm keen to get back to sending my newsletter regularly, and here's the first one for 2021.

I'm not sure what's the best format yet, so expect it to change. Feel free to share what you like or dislike about the newsletters.

A new essay

I recently chatted with a startup founder about marketing. When I was preparing for the chat, I had the chance to consolidate some of the ideas I have had in my mind for a while. The founder said the session was very useful. So I thought I'd write down the ideas.

The result is this essay, The 2-step Marketing Framework.

What I read this week

  • Stories of Asana vs Flow: Asana's revenue for fiscal year 2021 was $227 million while Flow did $3 million of ARR at its peak. It's interesting to hear the product and marketing stories from both sides.
  • Asana's pyramid of clarity: I felt pretty frustrated in the past few years when we didn't have a clear direction at Buffer. Smart people were running in various directions, and the company wasn't moving anywhere. We finally got more clarity this year, and this article summarizes it well. We are also using the OKR framework at Buffer.

See you next week!


P.S. Oh, I just switched over to ConvertKit from Mailchimp and am enjoying the experience so far. Importing my subscribers, adding a form to my site, and sending this email were all super easy. I'm happy to answer any questions you have about this, or if you are a power ConvertKit user, share some tips with me!

Alfred Lua

Read more from Alfred Lua

Hi there! To save you a click, I put my latest essay in this email. If you prefer reading it on the browser, you can also find it on my personal site. There are also 7 interesting links, including 3 job opportunities, to check out at the end of the email. If you prefer this format (or not), would you mind letting me know? Thanks! Alfred P.S. One week countdown to some exciting news! --- Don't Just Do More In the first few years of my career, I thought the way to get more results is simply...

Hi there! I have some exciting news to share in about two weeks, so keep an eye out for it! Any guesses? :) A new essay One of the most important improvements in my area of work at Buffer has been bridging the gap between our marketing team and our product teams. Since we managed to find some successes, I thought I'd share what has worked for us and what didn't. If you are hoping to collaborate better with your product team, I hope you'll find this essay useful. What I read and watched this...

Hi there! To those who have just joined the newsletter since my latest push, welcome! If you are wondering how often I email, my goal is to send this newsletter every Friday (2 successes so far). A new essay One of my big aha moments recently is when Jon Stona, Head of APAC Marketing at Stripe, shared his team's "mandate". It provided a framework that simplified many messy ideas in my mind on how to think about marketing goals and strategy. The best way I learn is to write things down, so I...