Welcome To Must Reads! The Growth Mindset Newsletter. 

This Is Newsletter #228 and is just a 4-minute read, so grab your grab a drink and let's dive into this week's intellectual buffet.  

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Must Read Stories Of The Week

Work Must Reads 

> Back To Basics 💯  - Why now is the time to go back to basics for so many businesses and the questions every business should answer 

> Google Drone Delivery 📦- Google has always been a company who have wanted to own the customer and get directly into e-commerce (it makes a lot of sense but they've always struggled to gain trust in the consumer wallet), now it's time to realise their ambition & teaming up with Wing (another Alphabet company) to delivery almost everything with their drones. Will this work for Google? No not at the scale they will demand and need! 📂 Under another big company trying to own the customer when the customer doesn't want it    

> How Photojournalists Prep For War 📸 - Polina Pompliano is one of the best solo media companies out there, her paid newsletter is excellent & this (video) interview really does show the lengths people go to tell powerful stories! 

> Luxury Messaging 💬 - Retail is often criticised for being behind the game with marketing and retention is often dismissed, but luxury fashion has been ahead of the game by having a more direct connection with their customers, from sending personal messages to booking you into a personalised shopping trip. Why luxury is leading the way with WhatsApp, iMessage & WeChat across the globe. My prediction if you are a superfan or have a super high affinity you'll sign up to direct messengers 

> Pay In Exposure / Attention 🤔- The Super Bowl Half Time show is one of the most watched moments in the year (103m in the US alone), yet the NFL does not pay the artists who perform as they know its for the most valuable "currency" attention. This is an interesting interview exploring why music artists still accept the opportunity to perform at large events for exposure. I understand this but if you have seen the JLO or Beyonce documentary the pressure is unreal...for free but the results = more streams, more demand for the artist  (FWIW sponsors are involved and creating a revenue stream for these artists, so creating a demand)

> PSL Time Of Year 🎃 - It is that time of year again when Starbucks (& many copycats) introduce the seasonal pumpkin spiced lattes. Starbucks have been super smart leaning into the drama PSL causes by introducing more lines or pumpkin. When companies create friction it creates brand moments and Starbucks are going to own the next 6 weeks of PSL drama and supposed boycotting...

> The Metaverse Explained - Matthew Ball has an incredible deep dive book ‘the metaverse”, it’s a must read for anyone planning the future. This video is a brilliant teaser into the metaverse 

Life Must Reads

> Always Fall For Fitness Fads? 😢-  Here is an interesting look at why we always seem to fall for the latest fitness fad from step aerobics in the 90s to Bikram Yoga. If the collective doesn't catch up and humans look for tribes to survive and ideally thrive. The secret behind WW and noon is group activities like weight loss needs peer support but to be held accountable with peer pressure. 

> Super Friends 🤫- Ever wondered how some people just don't seem phased in social situations? This article has the secret behind those lucky to be good in almost every situation, with friends and even strangers. Look out for new term "pronia" 

> The Mix To End The Week Well With - One of my favourite mixes to do focus work to. I know friend of Must Reads Chris H will desk rave to this one 🕺 

& Well Worth A Watch 

🏀 If you are into how brands explode onto the scene and disappear within a decade, this is a great show on Netflix about AND1 the Basketball business that got huge from street ball and mixtapes by thinking differently and integrating the community 

🛑 Want to get your brand in front of super smart decision makers aka must readers get in touch = [email protected]  

Congratulations you have completed this week's Must Reads! Don't click this link if you want to celebrate. Go and have a great weekend, I’ll land in your inbox next week. 

PS Here are the best company culture books to read (or listen to)

The Must Reads Newsletter Is The Growth Mindset Newsletter - For The Learn It Alls Not The Know It Alls