iiinova — where your digital self keeps evolving

Matt Wurst @mwurst.bsky.social · 04/10/2025

𝗥𝗲𝗮𝗹 𝗧𝗮𝗹𝗸 𝗦𝗮𝘁𝘂𝗿𝗱𝗮𝘆: How I feel about generative AI content, in one post.

Matt Wurst @mwurst.bsky.social · 30/09/2025

Beyoncé’s trainer. Rihanna’s stylist. A NASA astronaut. No, this isn’t the setup for a bad joke. It’s how Eric Sheinkop built The Desire Company into a machine for real content, not influencer fluff, not rented audiences, but actual expert-led storytelling that converts. Anew Genuin Connection

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Matt Wurst @mwurst.bsky.social · 26/09/2025

I (finally?) got access to Perplexity’s new 𝘊𝘰𝘮𝘦𝘵 browser. I've used it non-stop for the past 24 hours. Because in theory, AI in a browser sounds awesome. In reality... more like beta vibes. Here are my first impressions:

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Matt Wurst @mwurst.bsky.social · 25/09/2025

Normally new tech follows a pattern: hype, crash, then slow adoption. But AI isn’t playing by those rules. The money is massive. The breakthroughs are daily. And yet most companies are still just tinkering. Lots of pilots, very little production.

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Matt Wurst @mwurst.bsky.social · 17/09/2025

Communities don’t die out from lack of interest. They die because they forget. Forget who showed up. Forget why they came. Forget what they built together. Physical, digital, religious, whatever… What is Community Memory? I just made it up. Maybe it’s nothing. But I think it’s… something.

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Matt Wurst @mwurst.bsky.social · 16/09/2025

I'm willing to bet VERY few people in my network here have heard of Lenny Rachitsky. But if you’ve ever touched product, you know exactly who he is. Lenny went from leading product at Airbnb to running one of the most practical, data-rich newsletters in tech.

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Matt Wurst @mwurst.bsky.social · 12/09/2025

𝗦𝗼𝗺𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗻𝗲𝘄𝘀: After much thought and reflection, the time has come. A chapter in my life is closing, and I’m ready to announce my 𝙧𝙚𝙩𝙞𝙧𝙚𝙢𝙚𝙣𝙩. Not from the industry. Not from marketing. But from something that’s been every bit as rewarding...

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Matt Wurst @mwurst.bsky.social · 10/09/2025

As speakers flood stages at conferences this fall, sharing stories of creativity, innovation & bold new ideas, nobody's bragging about gross margin or units sold. Products are the 𝘸𝘩𝘢𝘵. Marketing is the 𝙬𝙝𝙮. Stop chasing transactions. Start building value.

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Matt Wurst @mwurst.bsky.social · 04/09/2025

Tiny favor 👋 We’re kicking off a new @genuinapp thought leadership project; Looking for a few product leaders (B2B or B2C) who’d be up for a short, informal chat (recorded video) with us. If this sounds fun, DM me or fill out this form and we’ll set it up. Thanks! (📝 forms.gle/gHzjKouS8pFF...)

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Matt Wurst @mwurst.bsky.social · 28/08/2025

She’s back. You knew she couldn’t stay away. When I told my daughter that LinkedIn loved her curious, sassy take on marketing, I showed her your feedback on that post a few weeks ago. Eyebrows raised, she asked: “So wait, what is AI really, if it’s more than just ChatGPT?”

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Matt Wurst @mwurst.bsky.social · 27/08/2025

I stopped a few weeks ago, and here’s why: These tools aren’t just writing your copy or brainstorming faster. They’re feeding your brand inputs -- your data, your ideas, your IP -- back to the mothership. Every prompt makes their model smarter… and YOUR brand less unique...

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Matt Wurst @mwurst.bsky.social · 22/08/2025

It's always flattering when other people tell your story for you. In this case, she is one of the sharpest, most inspiring leaders in our industry. Ashley Miles, CEO Franklyn West: "Ownership of your content, consumer engagement, and data must be your core."

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Matt Wurst @mwurst.bsky.social · 21/08/2025

My niece just schooled me on why creators are so influential with her generation (she's 18). Last weekend, visiting family down the Jersey Shore, she convinced us to walk to the local ice cream shop, Surfside Custard. Once we got there, I knew why. It’s owned by Alix Earle's dad.

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Matt Wurst @mwurst.bsky.social · 20/08/2025

This week’s Four Ps includes: - The trillion-dollar sprint shaping our future. - How to lead when everything’s in perpetual beta. - Why personality + personalization beats pure automation. - The politics you can’t ignore, even here.

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Matt Wurst @mwurst.bsky.social · 19/08/2025

𝐎𝐕𝐄𝐑𝐇𝐄𝐀𝐑𝐃 𝐀𝐓 𝐓𝐇𝐄 𝐎𝐅𝐅𝐈𝐂𝐄: One of my colleagues asked out loud last week: “Why do marketers still think influencer marketing is about follower count?” He's right. Great question. Because in 2025, influence ≠ audience size. (𝘗𝘴𝘴𝘴𝘵: 𝘐𝘵 𝘯𝘦𝘷𝘦𝘳 𝘳𝘦𝘢𝘭𝘭𝘺 𝘥𝘪𝘥.)

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Matt Wurst @mwurst.bsky.social · 15/08/2025

Some marketers need to hear this: You’re doing too much. I was reminded of it watching a single-engine plane buzz the beach this past weekend last weekend, towing a banner that simply read: “O’Brien.” That’s it. No tagline. No QR code. No 47-point value prop. And I was sucked right in.

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Matt Wurst @mwurst.bsky.social · 13/08/2025

Ever stumble across an unsent email in your drafts… and instantly feel the weight of the moment you didn’t take? Remorse? Regreat? Relief? I’ve got dozens in both work and personal email accounts. Half-written pitches. Unfinished intros. Messages I talked myself out of sending. Most get deleted.

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Matt Wurst @mwurst.bsky.social · 12/08/2025

"Having a bloated media stack isn’t a sign of sophistication. It’s a sign of fragmentation. 6 adtech and content vendors. Countless handoffs. High costs. No efficiency. In an age of AI, we now know one embedded infrastructure replaces them all...

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Matt Wurst @mwurst.bsky.social · 09/08/2025

Real Talk Saturday: Most CMOs, content, and product/UX teams are getting "community" completely wrong. Using AI to generate more posts, not better connections. Mistaking content volume for actual value. Confusing likes for loyalty. And calling it a community when it's really just content clutter.

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Matt Wurst @mwurst.bsky.social · 07/08/2025

Yesterday afternoon I got an email from myself. And it caught me totally by surprise. Because it wasn't from my current self. It was from "2015 Matt." I'd totally forgotten all about it, but apparently, a decade ago I sent "2025 Matt" a note on delay arrival. (Classic overachiever move, right?) 🧵👇

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Matt Wurst @mwurst.bsky.social · 06/08/2025

Not everyone has to like you. But they should be able to trust you. This week’s Four Ps dives into the real currency of work, life, leadership, and love: trust. If you’re building something that lasts, start here. 👇 thefourps.substack.com/p/ppppriorit...

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Matt Wurst @mwurst.bsky.social · 05/08/2025

Ever push yourself so far out of your comfort zone... that the very notion of comfort zones disappeared for the rest of your life? 30th years ago this summer, I had a wild, formative experience, living and working in a remote Costa Rican village (SF de Coyote) on the Pacific coast...

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Matt Wurst @mwurst.bsky.social · 29/07/2025

Midseason. Midsummer. Mid-existential crisis? In Episode 49 of the Snarketing Podcast, Valerie Vespa & I go guestless and gloves off, reflecting on the chaotic first half of 2025 & what’s ahead for the back half. YouTube: www.youtube.com/watch?v=4GkM... Spotify: open.spotify.com/episode/7qTu...

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Matt Wurst @mwurst.bsky.social · 23/07/2025

HBS Study says AI agents are making teams 79% less collaborative. Developers with GitHub Copilot spent less time discussing, reviewing & learning from each other. 2MM logs can't be wrong. Sound familiar, marketers? We’re seeing this drift in teams using AI agents: Faster outputs, fewer sparks.

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Matt Wurst @mwurst.bsky.social · 22/07/2025

Ads are a shortcut. Loyalty is a long game. You can’t buy loyalty with CPMs and CTRs. You earn it with value, relevance & trust... day after day. Focus on delivering consistently, not impressing immediately. That's how you build loyalty that lasts.

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Matt Wurst @mwurst.bsky.social · 19/07/2025

AI just slid into Shopify’s DMs… and didn’t even say hi. Meaning in the battle of privacy and rights usage vs personalization, it looks like privacy just took another L. OpenAI quietly added Shopify as a 3rd-party data source in ChatGPT’s results—no big announcement, no heads-up. Just... there.

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Matt Wurst @mwurst.bsky.social · 12/07/2025

Real Talk Saturday: We didn’t need another burnout report to tell us what we already know. But here it is. And it’s brutal. I feel like I post something like this every year around this time. Last year, the alarm bell rang across the marketing world. This year, it’s the same alarm… just louder.

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Matt Wurst @mwurst.bsky.social · 11/07/2025

I once won a national contest to be a sports agent. And then, well, nothing happened. Here’s the story: Growing up, I was laser-focused on one dream: Becoming a sports agent. 🎯 I studied contracts, followed career arcs, and obsessed over the intersection of sports, business & storytelling.

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Matt Wurst @mwurst.bsky.social · 08/07/2025

Being “agile” doesn’t mean you sprint in circles or hold 47 standups a week. Agility is about outcomes, not processes. Use real terms like: - Responsive strategy - Rapid iteration - Lightweight decisioning Agility is how you work, not how you present.

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Matt Wurst @mwurst.bsky.social · 05/07/2025

We all wonder “𝘞𝘩𝘢𝘵 𝘪𝘧?” And I think about what might’ve happened if my great-grandfather had said "yes" to his friend Nathan’s proposal. Because it wouldn’t just be Nathan's, but Nathan & 𝘏𝘢𝘳𝘳𝘺’𝘴. His last name was 𝘞𝘶𝘳𝘴𝘵. Almost like it was meant to be 🌭 thefourps.substack.com/i/167096931/...

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Matt Wurst @mwurst.bsky.social · 04/07/2025

🔴⚪🔵 What if we could rewrite America’s origin story, with honesty, humility... & a little help from modern technology? With the help of an LLM 249 years later, read Declaration V2.1-Final, a more self-evident set of truths our Founders couldn’t write. thefourps.substack.com/i/167096931/...

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Matt Wurst @mwurst.bsky.social · 02/07/2025

But be mindful... AI search still drives less than 1% of traffic for most sites, and Google still dominates. So definitely don’t ignore SEO, either. Stay balanced. Combine SEO, GEO & AEO, and you've got full-spectrum visibility. The AI revolution isn’t coming... It’s here. (4/end)

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Matt Wurst @mwurst.bsky.social · 02/07/2025

Here’s your new checklist: 1️⃣ Write for intent, not clicks 2️⃣ Use human-first phrasing; Drop SEO jargon 3️⃣ Structure content to be AI‑parsable 4️⃣ Back up your points with data and citations 5️⃣ Distribute on high-quality sources. AI crawls them first 6️⃣ Track AI citations, not just click-throughs (3/4)

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Matt Wurst @mwurst.bsky.social · 02/07/2025

Remember when it was enough to rank on page one of search? For your posts to inspire likes on social. Well, that era is over. Today, generative AI answers questions for users, and if your content isn't structured for AI to understand, trust, and cite, it might as well not exist. (2/4)

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Matt Wurst @mwurst.bsky.social · 02/07/2025

🧠 Heads up: You're creating for the machines now. Actually, you always were... you just may not have known it. Content creators need to be experts in SEO + GEO + AEO. This is the new Holy Trinity of content visibility. (🧵 1/4)

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Matt Wurst @mwurst.bsky.social · 01/07/2025

While everyone complains about LinkedIn’s “broken algorithm” showing 3 week-old posts, I’m over here enjoying the rewind. We've become spoiled here. We got addicted to "now." Every scroll, every swipe, chasing the newest thing. But “real-time” doesn’t always mean relevant.

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Matt Wurst @mwurst.bsky.social · 26/06/2025

I'm alive & online. That's me today, on my birthday... unapologetically on brand. Still here. Still posting. Still using whatever soapbox I can to make points. So what gift did I give myself? 🧠 A chance to reflect? 📲 A moment to engage? 🤖 Another prompt to feed this beast I created? No & no.

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Matt Wurst @mwurst.bsky.social · 24/06/2025

"𝘞𝘩𝘪𝘤𝘩 𝘊𝘢𝘮𝘦 𝘍𝘪𝘳𝘴𝘵... 𝘊𝘩𝘪𝘤𝘬𝘦𝘯 𝘰𝘳 𝘌𝘨𝘨?" We recorded the Snarketing Podcast with Jody Hallman, VP of Integrated Marketing at Perdue Farms, at Stagwell's #SportBeach at Cannes Lions. It wasn't all clucks & yokes. 🥚🐔 🎧 𝐋𝐢𝐬𝐭𝐞𝐧 𝐨𝐧 𝐘𝐨𝐮𝐓𝐮𝐛𝐞: lnkd.in/etEtrjwB 📺 𝐖𝐚𝐭𝐜𝐡 𝐨𝐧 𝐒𝐩𝐨𝐭𝐢𝐟𝐲: lnkd.in/eVWuPYhc

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Matt Wurst @mwurst.bsky.social · 22/06/2025

The Sunday Scroll, pulled straight from the articles I saved and read on my flight back to the States... and reality. 🧵👇

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Matt Wurst @mwurst.bsky.social · 21/06/2025

Cannes Photo Montage: Real Talk Saturday: We crushed it at the Carlton, we rocked it on yachts, we played at the plage, we danced while making deals... we buzzed through briefs, beach parties, and bold predictions... we toasted talent, tech, and ten thousand tiny takeaways.

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Matt Wurst @mwurst.bsky.social · 21/06/2025

What does it mean to have a 24-hour travel day?

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Matt Wurst @mwurst.bsky.social · 20/06/2025

My daughter painted a picture for me to bring and leave in my Cannes AirBnB. I love this idea… and it will be a new tradition we start moving forward (assuming it’s a good experience.)

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Matt Wurst @mwurst.bsky.social · 20/06/2025

Closing out Cannes Lions with a bang, and then some more beauty. Stay and watch for the most amazing sunset from the most amazing location. Thanks to so many of my favorite people for another magical week in one of my favorite places in the world. ☀️

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Matt Wurst @mwurst.bsky.social · 19/06/2025

How different will this slide be in one year from now, when we're back here on this beach? I actually think the bottom three could be the top three... #B2Bmarketing

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Matt Wurst @mwurst.bsky.social · 18/06/2025

Day 2 in Cannes: Less hot, but more heat: From Brand Innovators to Qru Media Ventures... Stagwell's Sport Beach and a Snarketing Podcast... dinner with old and new friends overlooking the port, this day had it all.

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Matt Wurst @mwurst.bsky.social · 14/06/2025

𝐑𝐞𝐚𝐥 𝐓𝐚𝐥𝐤 𝐒𝐚𝐭𝐮𝐫𝐝𝐚𝐲 time: Yes, most of us wear many hats... Some more than others. We juggle our careers, our side projects, our families, our homes, our communities, our teams. Few things in life (besides my family, of course) give me more joy than coaching my daughter's flag football team. Why? 🧵👇

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Matt Wurst @mwurst.bsky.social · 13/06/2025

Next week in Cannes, I'll be showing how to turn this around with the help of AI, existing content, owned channels... all of which help brands can reclaim their audience, their data, their destiny. Let’s rethink what it means to truly own the future or brand < > consumer connection.

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Matt Wurst @mwurst.bsky.social · 13/06/2025

Brands, you’re trapped! Worst part... you don’t even see it. TikTok, YouTube & Instagram own your audience, the data, the engagement. You just rent it... and that rent’s going up. The ROI... 👎⤵️ You "need" the platforms. You crave their reach. But the hidden costs are slowing you down.

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Matt Wurst @mwurst.bsky.social · 11/06/2025

It's the Snarketing Podcast Cannes Lions preview episode! As we prepare to hit the Croisette, we’re packing more than just SPF and snarkasm with Jordan Fox, CEO of Ad Results Media, and talked about creator monetization & more! Full episode: youtu.be/SacgeIZISeM

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