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When it comes to running a successful business, communication is key. Effective business communication not only requires clarity but also the use of appropriate email format and etiquette. In this article, we’ll examine some different email format examples for businesses to help you get started creating professional emails that get results every time. Let’s get started with the basics of effective email communication! The Proper Business Email Format Business email writing follows a certain set of conventions that distinguish it from other types of writing. By following these conventions, you create a polished and professional impression that will be appreciated by your recipients. Let’s take a look at the proper business email format and some tips for ensuring your emails are well-written and effective. Professional Email Address Subject Line Email Opening Email Body Email Conclusion Email Sign Off Email Signature Professional Email Address In business today, first impressions often start with your email address. It serves as a digital identifier, so having a professional one is paramount. Abstain from using quirky nicknames, numbers that don’t have a particular significance or vague identifiers. Ideally, your email should be a combination of your first and last name or a variation that’s closely associated with your identity. For businesses, it’s always beneficial to have an email address linked to the company’s domain. This not only looks more professional but also enhances brand recognition and builds trust among recipients. Subject Line The subject line acts as the gateway to your email, offering the recipient a glimpse into the content within. Therefore, it should be precise, attention-grabbing, and relevant. Integrating compelling action verbs or phrases such as “Meeting Update” or “Feedback Required” can drive urgency and prompt the recipient to open the email. Equally important is to refrain from using vague or misleading subject lines. The recipient should know what to expect when they delve into the email. Also, always be cautious and avoid using words that could trigger spam filters, which could send your email straight to the junk folder, diminishing the chances of it being read. Email Opening Starting an email on the right foot sets the tone for the entire communication. Your greeting plays a crucial role in establishing rapport and conveying respect. By opening with “Dear” or even “Hello,” you immediately convey a level of professionalism. Ensuring you use the correct name and title of the recipient further reinforces your attention to detail. If unsure of the person’s gender or title, it’s safer to use their full name. Following the greeting, you can insert an introductory line that shows goodwill, such as “I trust this message finds you in good spirits,” to subtly establish a connection. Email Body This is where the crux of your message resides. The content here should be well-structured and focused. Dividing the content into logical and short paragraphs enhances readability and ensures that each segment or idea stands out. It’s wise to keep your sentences straightforward, employing active verbs and direct language. This fosters clarity and decisiveness in your content. Steer clear of ambiguous phrases and jargon unless it’s an industry standard. For a universally understood email, it’s also vital to dodge colloquialisms and abbreviations unless previously defined or widely recognized. Email Conclusion Concluding your email effectively is pivotal in reinforcing your message and guiding the recipient towards the desired action. This is the segment where you briefly encapsulate the primary focus of your email and express gratitude for the recipient’s time and attention. Use prompts such as “Should you require further information” or “I await your feedback” to foster open communication. Keep in mind that a well-crafted conclusion not only summarizes the content but also sets the stage for ongoing communication or outlines the next steps in the process. Email Sign Off The way you end your email can leave a lasting memory in the reader’s mind. This small gesture can reflect your respect, professionalism, and the relationship you share with the recipient. Using standard and universally accepted closings like “Regards” or “Yours sincerely” can never go wrong. Depending on the relationship and the context, you can also use friendlier terms like “Take care” or “Cheers.” It’s essential to ensure the tone of your sign-off aligns with the content of your email, setting the right expectations for any subsequent interactions. Email Signature Think of your email signature as an electronic business card – concise, informative, and professional. This space should clearly display your full name, job designation, and the company you represent. Including contact details like a direct phone number, a website link, or even a LinkedIn profile can prove to be advantageous. For those wanting to make a more distinct impression, adding a company logo or a professional photo can further personalize your emails. However, it’s crucial to maintain a balance – while adding elements can make your signature stand out, over-cluttering can be counterproductive. Aim for a neat, organized, and efficient design. READ MORE: How to Recall an Email in Outlook Why Is a Proper Email Format Important? In today’s digital age, professional emails play a pivotal role in our daily communication, especially in the business world. Using the proper email format not only ensures that you present yourself as competent and trustworthy but also establishes a positive first impression. Taking the time to format your emails correctly speaks volumes about your attention to detail and your respect for the recipient. When your emails are well-organized and clear, they enhance effective communication, ensuring your message is understood as intended. Additionally, by maintaining a consistent and proper format, you reduce the risk of misinterpretations, ensuring the essence of your conversation remains transparent and efficient. READ MORE: How to Recall an Email in Gmail How Does a Formal Email Format Differ From an Informal Email Format? The difference between formal and informal email formats is primarily reflected in the tone, language, and structure used. A formal email generally follows a strict standard of professionalism, whereas an informal email permits a more casual and personal style. In a formal email, it’s crucial to maintain a neutral tone, steer clear of casual lingo, contractions, or colloquialisms, and prioritize clarity and precision. It’s also recommended to avoid any playful elements such as emojis, GIFs, or overly colorful fonts. On the other hand, informal emails can have a more conversational tone, embrace colloquial terms, and even include light-hearted elements to make the interaction more engaging and personable. Formal vs. Informal Email Format Understanding the differences between formal and informal email formats is key to effective communication. Here’s a comparative table to highlight the distinctions: FeatureFormal EmailInformal Email ToneProfessionalCasual Use of ContractionsAvoidedCommon Use of SlangAvoidedAllowed EmoticonsGenerally avoidedMore frequent Professional Email Format Tips Business emails should follow a standard, professional email format to ensure that your messages come across as clear and organized. Here are some additional tips for creating effective business emails: Start with a catchy, relevant subject line When writing a professional email, your subject line should be clear and concise to ensure that your recipient knows the purpose of the email. It can also help to use action words in your subject line to draw attention. If applicable, include urgency or importance indicators. Personalize your email When writing a professional email, personalizing it with the recipient’s name, job title, or company name can help create a more meaningful connection with the recipient. This is especially true for emails sent to multiple people. Referencing a recent event or mutual connection can enhance personalization. Keep emails succinct and to the point Business emails should be concise and to the point. Avoid using long words or phrases, and avoid unnecessary details that may confuse your reader. You should also keep emails short if possible, aiming for no more than two or three paragraphs. Prioritize the most critical information at the beginning. Make your email easy to read When writing a business email, use active language and short sentences. You should also break the content into paragraphs to make it easier for your reader to skim. Avoid using jargon or technical terms, and use bullet points to make it easier for your reader to find key points quickly. Highlight or underline key points for emphasis. Refrain from using slang, contractions, or emoticons Formal language reinforces professionalism. Therefore, business emails should be professional, and as such, slang, contractions, and emoticons are generally not appropriate. Avoid using them unless you’re certain they won’t be misunderstood by your recipient. Avoid slang such as LOL, and use emoticons sparingly. Contractions to avoid include “can’t,” “won’t,” and “shouldn’t.” Be aware of the tone Your email’s tone should reflect the type of conversation you would have in person. Choose your words carefully and avoid coming across as angry, aggressive, or sarcastic. It’s important to be polite and professional, even if the email contains negative information. Maintain a positive, constructive approach throughout. Be kind, courteous, and thankful Your emails should always be polite and cordial. Use words like “please,” “thank you,” and “kindly” in your messages to show respect. You should also be appreciative of the person’s time and effort, especially if they are helping you with something. Expressing gratitude can often lead to good relationships. Be outgoing, energetic, and likable When writing a business email, it’s important to be outgoing and energetic. Use positive words that convey enthusiasm, and be sure to include your contact information so your recipient can easily follow up with you. A warm tone can make your email more engaging. Mention points from your previous conversation If your email is a response to something the recipient previously said or asked, be sure to include specific points from your previous conversation. This will help show your recipient that you have paid attention to their thoughts and concerns. Recalling details shows attentiveness and respect. It will also help refresh your recipient’s memory and help them understand what you’re saying. End with a call to action When finishing your professional email, be sure to include a call to action. This could be asking the recipient for their opinion, input, or feedback on something you mentioned in your email. It could also be inviting them to take a specific action. Clarify what you hope to achieve with your email. Whatever it is, make sure that your call to action is clear and easy for your recipient to understand. Use a professional email signature As mentioned earlier, your email signature should include your name, job title, and contact information as well as a headshot or logo if you like. This will help to create a more professional impression with your recipient, which is important when sending business emails. Including a LinkedIn profile can enhance your credibility. Additionally, you should consider including a professional disclaimer in your email signature for privacy and legal purposes. This step will help protect you and your recipient. Attach a cover letter or other relevant file If you have relevant documents to include with your emails, such as a cover letter or resume, make sure you attach them. This will help show that you are taking the initiative and being proactive. Just remember to make sure that your attachments are virus-free before sending them. Indicate in the email body what documents are attached to ensure the recipient knows to look for them. Proofread emails carefully before sending Before sending a business email, it’s a good idea to proofread it for grammar, spelling, and punctuation errors. Pay special attention to any instructions or requests you include in the email, as it’s important they are accurate and clear. Utilize tools such as spell checkers and grammar checkers to help identify mistakes. Reading the email out loud to yourself before sending it can also be beneficial, as it may help you spot any errors. Respond promptly to all emails While this doesn’t necessarily have to be done within minutes, you should do your best to respond promptly to all emails. This shows the recipient that you respect their time and value their input. Setting specific times to check and reply to emails can improve efficiency. Doing so will also help to develop strong working relationships with your colleagues and customers. Professional Email Format Key Points: Email Tone & Language: Maintain a professional tone. Avoid slang, contractions, and excessive emoticons. Convey enthusiasm and positivity. Content & Structure: Craft clear and concise subject lines. Personalize the email with recipient details. Recap previous conversations where relevant. Conclude with a clear call to action. Etiquette & Professionalism: Express gratitude and courtesy. Include a professional email signature. Respond to emails in a timely manner. Presentation: Ensure the email is easy to read. Break content into digestible paragraphs. Proofread for errors before sending. Attachments & Additional Information: Attach relevant files when needed. Ensure attachments are safe and virus-free. READ MORE: 50 Business Voicemail Greeting Examples How Do You Start a Professional Email? A professional email should have a clear purpose and be free of any grammatical or spelling errors. The initial step is to identify the purpose of the email. Are you looking to schedule a meeting, introduce yourself to a potential client, or express gratitude to someone for their business? Once you know the purpose of the email, you can start crafting your message. Keep your language concise and clear, and avoid any slang or informal language. It’s also important to proofread your email before sending it to catch any typos or errors. If you take the time to carefully craft your professional email, you’ll be sure to make a great impression. What Are the Four Parts of a Formal Email? The four parts of a formal email are the subject line, the salutation, the message body, and the signature. The subject line should be brief and to the point. It should give the reader an idea of what the email is about. The greeting or salutation should address the reader by their name or job title. The message body is where you’ll write your email. Be sure to proofread your message before you send it. The signature is your name, job title, and contact information. This lets the recipient know who they’re talking to and how they can get in touch with you. Image: Envato Elements This article, "Great Email Format Examples for Businesses" was first published on Small Business Trends View the full article

When it comes to running a successful business, communication is key. Effective business communication not only requires clarity but also the use of appropriate email format and etiquette. In this article, we’ll examine some different email format examples for businesses to help you get started creating professional emails that get results every time. Let’s get started with the basics of effective email communication! The Proper Business Email Format Business email writing follows a certain set of conventions that distinguish it from other types of writing. By following these conventions, you create a polished and professional impression that will be appreciated by your recipients. Let’s take a look at the proper business email format and some tips for ensuring your emails are well-written and effective. Professional Email Address Subject Line Email Opening Email Body Email Conclusion Email Sign Off Email Signature Professional Email Address In business today, first impressions often start with your email address. It serves as a digital identifier, so having a professional one is paramount. Abstain from using quirky nicknames, numbers that don’t have a particular significance or vague identifiers. Ideally, your email should be a combination of your first and last name or a variation that’s closely associated with your identity. For businesses, it’s always beneficial to have an email address linked to the company’s domain. This not only looks more professional but also enhances brand recognition and builds trust among recipients. Subject Line The subject line acts as the gateway to your email, offering the recipient a glimpse into the content within. Therefore, it should be precise, attention-grabbing, and relevant. Integrating compelling action verbs or phrases such as “Meeting Update” or “Feedback Required” can drive urgency and prompt the recipient to open the email. Equally important is to refrain from using vague or misleading subject lines. The recipient should know what to expect when they delve into the email. Also, always be cautious and avoid using words that could trigger spam filters, which could send your email straight to the junk folder, diminishing the chances of it being read. Email Opening Starting an email on the right foot sets the tone for the entire communication. Your greeting plays a crucial role in establishing rapport and conveying respect. By opening with “Dear” or even “Hello,” you immediately convey a level of professionalism. Ensuring you use the correct name and title of the recipient further reinforces your attention to detail. If unsure of the person’s gender or title, it’s safer to use their full name. Following the greeting, you can insert an introductory line that shows goodwill, such as “I trust this message finds you in good spirits,” to subtly establish a connection. Email Body This is where the crux of your message resides. The content here should be well-structured and focused. Dividing the content into logical and short paragraphs enhances readability and ensures that each segment or idea stands out. It’s wise to keep your sentences straightforward, employing active verbs and direct language. This fosters clarity and decisiveness in your content. Steer clear of ambiguous phrases and jargon unless it’s an industry standard. For a universally understood email, it’s also vital to dodge colloquialisms and abbreviations unless previously defined or widely recognized. Email Conclusion Concluding your email effectively is pivotal in reinforcing your message and guiding the recipient towards the desired action. This is the segment where you briefly encapsulate the primary focus of your email and express gratitude for the recipient’s time and attention. Use prompts such as “Should you require further information” or “I await your feedback” to foster open communication. Keep in mind that a well-crafted conclusion not only summarizes the content but also sets the stage for ongoing communication or outlines the next steps in the process. Email Sign Off The way you end your email can leave a lasting memory in the reader’s mind. This small gesture can reflect your respect, professionalism, and the relationship you share with the recipient. Using standard and universally accepted closings like “Regards” or “Yours sincerely” can never go wrong. Depending on the relationship and the context, you can also use friendlier terms like “Take care” or “Cheers.” It’s essential to ensure the tone of your sign-off aligns with the content of your email, setting the right expectations for any subsequent interactions. Email Signature Think of your email signature as an electronic business card – concise, informative, and professional. This space should clearly display your full name, job designation, and the company you represent. Including contact details like a direct phone number, a website link, or even a LinkedIn profile can prove to be advantageous. For those wanting to make a more distinct impression, adding a company logo or a professional photo can further personalize your emails. However, it’s crucial to maintain a balance – while adding elements can make your signature stand out, over-cluttering can be counterproductive. Aim for a neat, organized, and efficient design. READ MORE: How to Recall an Email in Outlook Why Is a Proper Email Format Important? In today’s digital age, professional emails play a pivotal role in our daily communication, especially in the business world. Using the proper email format not only ensures that you present yourself as competent and trustworthy but also establishes a positive first impression. Taking the time to format your emails correctly speaks volumes about your attention to detail and your respect for the recipient. When your emails are well-organized and clear, they enhance effective communication, ensuring your message is understood as intended. Additionally, by maintaining a consistent and proper format, you reduce the risk of misinterpretations, ensuring the essence of your conversation remains transparent and efficient. READ MORE: How to Recall an Email in Gmail How Does a Formal Email Format Differ From an Informal Email Format? The difference between formal and informal email formats is primarily reflected in the tone, language, and structure used. A formal email generally follows a strict standard of professionalism, whereas an informal email permits a more casual and personal style. In a formal email, it’s crucial to maintain a neutral tone, steer clear of casual lingo, contractions, or colloquialisms, and prioritize clarity and precision. It’s also recommended to avoid any playful elements such as emojis, GIFs, or overly colorful fonts. On the other hand, informal emails can have a more conversational tone, embrace colloquial terms, and even include light-hearted elements to make the interaction more engaging and personable. Formal vs. Informal Email Format Understanding the differences between formal and informal email formats is key to effective communication. Here’s a comparative table to highlight the distinctions: FeatureFormal EmailInformal Email ToneProfessionalCasual Use of ContractionsAvoidedCommon Use of SlangAvoidedAllowed EmoticonsGenerally avoidedMore frequent Professional Email Format Tips Business emails should follow a standard, professional email format to ensure that your messages come across as clear and organized. Here are some additional tips for creating effective business emails: Start with a catchy, relevant subject line When writing a professional email, your subject line should be clear and concise to ensure that your recipient knows the purpose of the email. It can also help to use action words in your subject line to draw attention. If applicable, include urgency or importance indicators. Personalize your email When writing a professional email, personalizing it with the recipient’s name, job title, or company name can help create a more meaningful connection with the recipient. This is especially true for emails sent to multiple people. Referencing a recent event or mutual connection can enhance personalization. Keep emails succinct and to the point Business emails should be concise and to the point. Avoid using long words or phrases, and avoid unnecessary details that may confuse your reader. You should also keep emails short if possible, aiming for no more than two or three paragraphs. Prioritize the most critical information at the beginning. Make your email easy to read When writing a business email, use active language and short sentences. You should also break the content into paragraphs to make it easier for your reader to skim. Avoid using jargon or technical terms, and use bullet points to make it easier for your reader to find key points quickly. Highlight or underline key points for emphasis. Refrain from using slang, contractions, or emoticons Formal language reinforces professionalism. Therefore, business emails should be professional, and as such, slang, contractions, and emoticons are generally not appropriate. Avoid using them unless you’re certain they won’t be misunderstood by your recipient. Avoid slang such as LOL, and use emoticons sparingly. Contractions to avoid include “can’t,” “won’t,” and “shouldn’t.” Be aware of the tone Your email’s tone should reflect the type of conversation you would have in person. Choose your words carefully and avoid coming across as angry, aggressive, or sarcastic. It’s important to be polite and professional, even if the email contains negative information. Maintain a positive, constructive approach throughout. Be kind, courteous, and thankful Your emails should always be polite and cordial. Use words like “please,” “thank you,” and “kindly” in your messages to show respect. You should also be appreciative of the person’s time and effort, especially if they are helping you with something. Expressing gratitude can often lead to good relationships. Be outgoing, energetic, and likable When writing a business email, it’s important to be outgoing and energetic. Use positive words that convey enthusiasm, and be sure to include your contact information so your recipient can easily follow up with you. A warm tone can make your email more engaging. Mention points from your previous conversation If your email is a response to something the recipient previously said or asked, be sure to include specific points from your previous conversation. This will help show your recipient that you have paid attention to their thoughts and concerns. Recalling details shows attentiveness and respect. It will also help refresh your recipient’s memory and help them understand what you’re saying. End with a call to action When finishing your professional email, be sure to include a call to action. This could be asking the recipient for their opinion, input, or feedback on something you mentioned in your email. It could also be inviting them to take a specific action. Clarify what you hope to achieve with your email. Whatever it is, make sure that your call to action is clear and easy for your recipient to understand. Use a professional email signature As mentioned earlier, your email signature should include your name, job title, and contact information as well as a headshot or logo if you like. This will help to create a more professional impression with your recipient, which is important when sending business emails. Including a LinkedIn profile can enhance your credibility. Additionally, you should consider including a professional disclaimer in your email signature for privacy and legal purposes. This step will help protect you and your recipient. Attach a cover letter or other relevant file If you have relevant documents to include with your emails, such as a cover letter or resume, make sure you attach them. This will help show that you are taking the initiative and being proactive. Just remember to make sure that your attachments are virus-free before sending them. Indicate in the email body what documents are attached to ensure the recipient knows to look for them. Proofread emails carefully before sending Before sending a business email, it’s a good idea to proofread it for grammar, spelling, and punctuation errors. Pay special attention to any instructions or requests you include in the email, as it’s important they are accurate and clear. Utilize tools such as spell checkers and grammar checkers to help identify mistakes. Reading the email out loud to yourself before sending it can also be beneficial, as it may help you spot any errors. Respond promptly to all emails While this doesn’t necessarily have to be done within minutes, you should do your best to respond promptly to all emails. This shows the recipient that you respect their time and value their input. Setting specific times to check and reply to emails can improve efficiency. Doing so will also help to develop strong working relationships with your colleagues and customers. Professional Email Format Key Points: Email Tone & Language: Maintain a professional tone. Avoid slang, contractions, and excessive emoticons. Convey enthusiasm and positivity. Content & Structure: Craft clear and concise subject lines. Personalize the email with recipient details. Recap previous conversations where relevant. Conclude with a clear call to action. Etiquette & Professionalism: Express gratitude and courtesy. Include a professional email signature. Respond to emails in a timely manner. Presentation: Ensure the email is easy to read. Break content into digestible paragraphs. Proofread for errors before sending. Attachments & Additional Information: Attach relevant files when needed. Ensure attachments are safe and virus-free. READ MORE: 50 Business Voicemail Greeting Examples How Do You Start a Professional Email? A professional email should have a clear purpose and be free of any grammatical or spelling errors. The initial step is to identify the purpose of the email. Are you looking to schedule a meeting, introduce yourself to a potential client, or express gratitude to someone for their business? Once you know the purpose of the email, you can start crafting your message. Keep your language concise and clear, and avoid any slang or informal language. It’s also important to proofread your email before sending it to catch any typos or errors. If you take the time to carefully craft your professional email, you’ll be sure to make a great impression. What Are the Four Parts of a Formal Email? The four parts of a formal email are the subject line, the salutation, the message body, and the signature. The subject line should be brief and to the point. It should give the reader an idea of what the email is about. The greeting or salutation should address the reader by their name or job title. The message body is where you’ll write your email. Be sure to proofread your message before you send it. The signature is your name, job title, and contact information. This lets the recipient know who they’re talking to and how they can get in touch with you. Image: Envato Elements This article, "Great Email Format Examples for Businesses" was first published on Small Business Trends View the full article

Appointing a chief of staff is a critical first step for any CEO looking to make impactful leadership decisions. But an executive who merely utilizes their chief of staff as an administrative extra set of hands risks missing out on meaningful transformation opportunities. The critical decision to position a chief of staff as a true executive partner, when executed well, can be a bold investment that impacts a CEO’s legacy. Based on my own experience as a chief of staff for a Series A unicorn-to-be and my current work coaching and placing these professionals, I’ve seen firsthand that today’s chiefs of staff act as leadership amplifiers. They occupy a unique position at the top of the organizational chart, where they can operate across teams without being burdened by the direct management of a department. This freedom allows them to shield their CEOs from distractions and ensure they focus on the work that truly matters—their unique strengths, vision, and decision-making. An open secret and unfair advantage Understanding and defining the role remains a challenge. As a former partner at Andreessen Horowitz put it, appointing a CEO-whispering talent as one of the firm’s inaugural chiefs of staff made sense “because nobody knew what that meant.” I’ve seen this asymmetry of understanding first-hand in hundreds of conversations with executives. For Jamie Hodari, CEO and cofounder of Industrious, a chief of staff is a clear necessity. “Who wouldn’t want to be in two places at once? The best chief of staff relationship enables exactly that.” Sitting alongside his sixth chief of staff since founding his company, Hodari told me, “I’ve never encountered a hard problem at work where two smart people trying to think through it wasn’t preferable to one.” But I’ve also spoken with CEOs who have been given the misguided view that this position is merely an administrative role with a fancy title. Bridging this executive knowledge gap promises so much upside that McKinsey and BCG have intensified their thought leadership around this role in recent white papers and podcasts. Christie Horvath, CEO of pet healthcare company Wagmo, says that she views her chief of staff as an extension of her own brain. The chief of staff on her team takes on “tasks that can be delegated to other departments—they’re often CEO-led initiatives where the chief of staff must operate as a true strategic partner, not just a project manager.” Unleashing emerging leaders I’ve seen chief of staffs being tasked with all sorts of significant initiatives by savvy CEOs. These might include projects like: Spearheading the hiring process for other C-Level roles Company-wide Rhythm of Business and Stakeholder Management Plans Standing in and speaking for the CEO in high-stakes meetings . . . all with little to no guidance. Their often-uncommon career trajectories—spanning disciplines like consulting, law, and product development—also equip chiefs of staff to bring fresh, outsider perspectives that might not otherwise appear in executive leadership meetings. And while 75% of chiefs of staff support CEOs, many others work with CFOs, CHROs, or department heads, tailoring their expertise to the leader’s scope. Hire for a partner, not a position A trusted right hand can create new value that even the CEO or board of directors might not see. While the position is usually leveled as a middle-management role, the chief of staff is one-of-one in the corporate hierarchy, reporting directly to a boss several levels more senior. These individuals command competitive salaries even in a challenging job market, reflecting the rigors of the position. We see this in the data from our most recent Ask a Chief of Staff compensation report—compared to data from the U.S. Bureau of Labor Statistics, average chief of staff salaries across industries are approximately 49% higher than the latest median salary figures for general and operations managers. Taking on the $150 billion pet care industry as a leadership duo with her chief of staff, Horvath shared with me that, “a huge part of what makes this partnership successful is the “chemistry”—how easily my chief of staff can anticipate what I envision. The key is to hire someone who complements your skill set and shores up areas where you’re less effective, rather than duplicating your strengths.” The most important takeaway for CEOs is that this role is not merely a position—it’s a partnership. Empowering a chief of staff as a true C-suite partner is a bold future-focused move, requiring the highest degree of self-awareness, trust, and adaptability from a chief executive. View the full article

Investor could push for board changes and sale of assets, say analystsView the full article

It is high time the tax system encouraged more economically productive behaviour than parking funds in a cash accountView the full article

Maybe I should begin this article by arguing that nothing spices up a mundane meeting like a creative, beautiful, or hilarious background for your Zoom calls. But the reality is that most of us just need to hide messy offices, guestroom beds, or dirty-dish-filled kitchens. These three websites offer up almost half a million free Zoom backgrounds for your perusal, so forget tidying up and get that scrolling finger ready. Pexels: Something for everyone The undisputed king of free Zoom backgrounds, Pexels houses more than 450,000 photos and more than 50,000 videos in its Zoom section. With that many options, you have . . . well, options. Whether you’re looking for something professional, fun, or quirky, Pexels has you covered: nature, home, office, space, people—you name it. If you can’t find it here, it might not exist. Photos can be filtered by orientation, size, and color to help you whittle down your selection. They can also be sorted by popularity or latest additions. Unsplash: Modern masterpieces With only (only?!) 10,000 or so Zoom background images, Unsplash can’t hold a candle to Pexels’s giant collection, but this site specializes in slick backgrounds that will make your Zoom calls look posh and polished. There are some great options here, mostly skewing to the modern end of the spectrum. They’re like what your office could look like if you had the time, money, awesome lighting, and daily cleaning service. Images can be filtered by landscape and portrait orientations, and sorted by relevance, date, and “curated,” which features hand-picked selections. Freepik: No nonsense, no distractions When you need a background to hide your background, Freepik has a wonderful selection of understated options. There are lots of plants here. Lots and lots of plants. However, there’s also a great selection of slightly-blurred backgrounds that give your setup a nice, real-life depth of field to make things seem as realistic as possible. With not-quite 4,000 images on hand, this is the smallest collection of the bunch, but it’s a great place to start if you’re looking for something neutral and nondescript. It’s also got the most robust searching features, with more than a dozen filtering options to help you hone in on a most excellent downloadable. View the full article

This post was written by Alison Green and published on Ask a Manager. It’s five answers to five questions. Here we go… 1. Should you get fired for (even really bad) behavior at a football game? I’m a big football fan and a feminist and civil liberties advocate. So I am really struggling with the question of a fan at the Eagles-Green Bay Wild Card game. He is on someone’s cell phone video (which of course was posted on social media) yelling misogynistic insults at a woman from the opposing fan base. The team banned him from coming to future games, a sanction I support (this was beyond the usual jawboning at high-stakes games). But people online also tracked down where he worked and called for him to be dealt with at work. He lost his job (I read). I wonder if this is just … too much. On the one hand, I can see a company not wanting to be associated with someone who became so notorious for his behavior. But it was not at work, not between coworkers. Before social media, his workplace might never have known about this. On an emotional level, part of me thinks — good! This is what you get! But it also seems like a pretty big punishment for bad behavior not related to work or happening anywhere near the workplace. I always hated the term “canceled,” since I think it was used to describe situations where people were rightly called out for bad behavior or racist/misogynistic comments in public. But I also chafe at the idea that someone’s entire life falls apart because of behavior outside of work. What do you think? Did management do the right thing? Well, this wasn’t a guy just being high-spirited in a moment of competition! He yelled really offensive insults at a woman and repeatedly insulted her looks simply because she was cheering for the opposing team … and he worked for a consulting firm that promotes themselves as being “DEI champions.” If I imagine hiring that consulting firm and then seeing that guy walk in to run my project, I don’t think it’s unreasonable that his company chose to part ways with him. I do think there’s nuance here. If it hadn’t been recorded and gone viral and his firm only knew about because, for example, a colleague was at the game and told them about it, they’d probably have been less likely to fire him. But it did go viral, which makes the reputational hit to the firm a bigger risk (again, imagine hiring that company and he’s the guy they send, or imagine simply being his female coworker) … and there’s also something more viscerally upsetting about seeing a video of that behavior than just hearing about it secondhand. I don’t think his company was out of line. 2. Can I tell my employee about a charity raffle I know he’d be interested in? I’m grand-boss to a fantastic employee who travels extensively, including Disney multiple times a year. He mentioned that one of his bucket-list items is to spend a night in the suite in Cinderella’s castle. (That’s the one that can’t be bought, not for any amount of money). The only way I know to get a stay there is by winning it in a charity raffle for an organization I love; it’s a special resort near Disney just for terminally ill kids and their families, like mine, and we made many happy memories there. They just opened up this year’s raffle ($10 per ticket). I’d feel icky not giving him the chance to do something he’s dreamed of, but is it out of line for me to send him the info, since this is a charity I’ve personally benefited from? If it makes any difference, he’s financially comfortable. Send him the info! Just saying “I know you’ve mentioned you’d love to do this and as far as I know this is the only way, so I thought you might be interested” isn’t inappropriate pressure. He can enter or not and doesn’t even need to tell you what he decides. 3. I’m worried that my boss and HR are laying a paper trail to fire me Yesterday, I got a call from the HR manager asking if I could meet with her and my boss near the end of the day. They raised issues about my performance, pointing out a few mistakes I’ve made in the last year, and asked me what they could do to help me. But when I had a suggestion (tell me when a task is given to me if it’s high priority/to be done immediately), it was shot down. (They didn’t really give a reason. They just said that I had to be more proactive and ask for that info myself.) I was caught off-guard by the entire thing and couldn’t muster any thoughts in the moment. A follow-up meeting has been promised but not scheduled. I also sent an email around just to have a record of what I was asked to do specifically, and the response was very general “improve your performance” stuff. I am terrified. This does not feel like a good-faith effort to improve my performance, it feels like laying the groundwork to fire me. I have never gotten a performance review in the six years I’ve worked here and only the most minimal feedback, so I had no idea I was on thin ice. About eight months ago, I went to HR about how I was being bullied by a more favored / trusted / influential employee, when it finally got to the point where my mental health was badly suffering from it, and I felt taken seriously at the time but I never heard anything else about it, and now I feel like this may be retaliation. The sensible response would be to leave this toxic environment, but unfortunately it’s extremely hard to get a job in my industry: it took me two years of trying just to get this one. I’m worried that if I leave for something generic to tide me over, I’ll be kissing my career goodbye. Do you have any advice for me? Am I possibly making a mountain out of a molehill? You should take it seriously. It doesn’t mean they’re necessarily preparing to fire you, but they could be. Do you know anything about how your company normally handles terminations, like whether they commit to following a process of formal warnings first or whether it can be more out-of-the-blue? That info can inform your thinking. Meanwhile, though, go back to your boss, let her know that you’re taking the conversation seriously and plan to do XYZ to improve, and tell her you’d appreciate any other feedback or guidance she can offer. (And yes, they should tell you when a task is high-priority, but since they’re telling you to ask for that yourself, be vigilant about asking for it.) Beyond that, it would be smart to search job-searching — not because you’ll necessarily need it, and you don’t need to take a new job just because it’s offered to you, but if you’re concerned, you should start laying the groundwork to move on in case you end up having to. (I know it being hard to find a job in your field feels like a reason not to go that route, but that’s actually more of a reason to start now so you’re not starting from scratch later.) 4. Employer said I retired, but I quit because I’m frustrated I founded a nonprofit organization over 30 years ago, and for many years was the sole employee. The organization has always had a board of directors that participated in strategic planning and volunteering for the organization. Over the years, the organization grew, and now I am one of five employees. Last year I went through a period of ill health; I cut back my hours and suggested a reduction in my pay to the board, which they agreed to. While I was recuperating, the board made some major changes to how we operate, which have raised costs and diminished the organization’s income. As a result, the organization is struggling to meet payroll, and the board informed me that they are cutting my salary again, by quite a lot. I wasn’t happy with this and turned in my resignation. The board has just sent out a communication to all our members telling everyone that I have retired. I did not retire! I resigned because I am frustrated with the board’s direction and very unhappy with my salary situation. I am planning some new projects in the same line of work and don’t want potential new clients assuming I’ve stepped out of the working world entirely. Should I try to get the board to put out a correction? Am I making too big a deal about this? I’d be pretty annoyed by that, particularly since I’d assume they framed it as a retirement because that looks better for them. That said, it’s probably not going to have a major impact on your ability to attract clients afterwards, particularly if you’re planning on approaching clients to pitch your work (which will make it very clear you didn’t retire). Still, though, at a minimum you can ask the board why they misrepresented your departure and, depending on how you feel about their answer, you could in theory ask them to set the record straight in their next membership communication. (A special communication just for this would be overkill, but they could correct the info in whatever they happen to be sending out next.) 5. Can I advocate for myself during layoffs? I’m not a federal worker, but I work in a field that is adjacent to the feds and my org has experienced a devastating financial impact from the executive orders issued over the past couple of weeks. We’ve been told this week that our division needs to reduce its budget by one-third as soon as possible; this means laying off roughly one-third of our staff, since we have few other programmatic expenses. Right now my division is organized into teams of specialists, and my specialty is research. However, the extreme nature of our upcoming layoffs likely means that staff who are left will need to wear a few different hats, rather than be specialists. They will also understandably want to prioritize roles that are revenue-producing, and mine is not. Compounding this is that I’ve only been with this org for about two years and just came back from a three-month maternity leave. But, because I worked in education and academia before this role, I actually have experience (and I would argue, strong skills) in many of the other specialized areas of my division — I’ve had those roles before! Many other colleagues have a 5+ year history here, including through other reorganizations, so I think their varied skill set is better known than mine. Given that, I’m wondering how directly I could raise this point about my past experiences to my manager in the hopes of making the case for keeping me on in some modified role. They may not need a full-time researcher anymore, but I could easily split my time between that and other roles which do produce more revenue for the org. Is there any chance of this working? I am applying for new roles, of course, but given that this is a sector-wide crisis, I don’t expect to have any job offers in hand when the layoffs happen in the next few weeks, and I strongly suspect (because the EOs have practically eliminated our org’s cash flow for the moment) that we won’t get any severance either. As a new mom, I’m just trying to find some way to keep an income and health insurance for me and my kid, but I also want to keep a good relationship with my peers and managers (for references, job hunting, etc.) and don’t want to stray too far outside professional norms in how I advocate for myself. You absolutely should let your manager know what you’d be capable of doing, and up for doing! If it’s easy to meet with her in the next day or two, do it that way, but otherwise email since it’s time-sensitive. Frame it as, “I know we’re looking at a significant reorganization and a lot of roles will need to be combined, so I wanted to highlight my past experience with XYZ. (Be detailed here.) I’d be happy to take on responsibilities in any of those areas in addition to what I’m doing now.” Obviously your motivation is to find a way to stay on, but you’re also presenting her with a potential solution to a business problem and providing relevant info so it’s not overstepping at all. View the full article

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Since COVID 19, we have seen a drastic redefinition of how people define work and employment in small business– and a new desire on how they want to make a living differently. As my guest on The Small Business Radio Show says in the title of his book – Is employment dead? Josh Drean is co-founder of the Work3 Institute. He is also a Web3 and Workforce Advisor at the Harvard Innovation Labs and co-founder of DreanMedia. Josh is an HR transformation expert who connects emerging technologies with workplace strategies. His work has been featured in Harvard Business Review, Forbes, Fast Company, and MIT Technology Review, and his YouTube channel has garnered millions of views. His new book declares “Employment is Dead”. Traditional Employment Models Are Obsolete Josh Drean argues that the conventional models of employment, characterized by rigid structures and hierarchical decision-making, are becoming increasingly obsolete. The COVID-19 pandemic has accelerated this shift, revealing the limitations of traditional employment models and highlighting the need for more flexible and adaptive approaches. The Rise of Autonomy and Flexibility Today’s workforce, particularly younger generations like Gen Z, is seeking more autonomy and flexibility in their work environments. This shift is not merely a trend; it reflects a deeper desire for purpose and engagement in their professional lives. Employees want to feel connected to their work and to the communities they are part of. Actionable Advice: Implement Flexible Work Policies: Allow employees to choose their work hours and locations to better align with their personal lives. Encourage Autonomy: Empower employees to make decisions and take ownership of their work, fostering a sense of responsibility and investment. The Role of Autonomy and Decision-Making A key theme in the discussion is the importance of autonomy in the workplace. When employees are given more decision-making power, they are more likely to feel invested in their work and motivated to contribute to their organization’s success. This shift towards a more decentralized approach to management can lead to increased innovation and productivity. Traditional management structures often stifle creativity and limit employees’ ability to take initiative. By contrast, organizations that empower their employees to make decisions and take ownership of their work can create a more dynamic and responsive workplace. Actionable Advice: Decentralize Decision-Making: Create smaller, autonomous teams that can make decisions quickly and efficiently. Foster a Culture of Innovation: Encourage employees to experiment and take risks, providing them with the resources and support they need to succeed. Impact of AI and Web3 Technologies Emerging technologies, particularly artificial intelligence (AI), are reshaping the way we think about employment and collaboration. AI can automate routine tasks, freeing up employees to focus on more strategic and creative aspects of their work. This shift can lead to a more fulfilling work experience, as employees can engage in tasks that align with their skills and interests. Web3 technologies, which emphasize decentralization and community-driven approaches, are also changing the employment landscape. These technologies enable new forms of collaboration and engagement, allowing individuals to connect and work together in ways that were not previously possible. Actionable Advice: Leverage AI for Routine Tasks: Implement AI tools to handle repetitive tasks, allowing employees to focus on higher-value activities. Explore Web3 Technologies: Investigate how blockchain and decentralized platforms can enhance collaboration and transparency within your organization. The Gig Economy and Evolving Roles Many workers are increasingly opting for freelance and contract work, seeking flexibility and autonomy over the security of a traditional job. This trend is particularly prevalent among younger generations, who prioritize work-life balance and the ability to pursue multiple interests. The gig economy presents challenges, such as the lack of benefits and job security that come with traditional employment. Organizations need to rethink their approaches to employment and consider how they can support gig workers and freelancers. Actionable Advice: Offer Inclusive Benefits: Create benefits packages that cater to both full-time employees and gig workers, such as access to healthcare and retirement plans. Build a Supportive Community: Foster a sense of belonging and community among gig workers by including them in company events and communications. Conclusion: Adapting to the Future of Work The episode highlights the urgent need for organizations to adapt to the changing landscape of work. As traditional employment models become less relevant, businesses must embrace new approaches that prioritize autonomy, community, and purpose. By doing so, they can create work environments that not only attract and retain talent but also foster innovation and growth. Key Takeaways Embrace Flexibility: Implement flexible work policies that allow employees to balance their personal and professional lives. Empower Employees: Decentralize decision-making and foster a culture of innovation to enhance employee engagement and productivity. Leverage Technology: Utilize AI and web3 technologies to streamline operations and enhance collaboration. Support Gig Workers: Offer inclusive benefits and build a supportive community for gig workers and freelancers. Listen to the entire episode on The Small Business Radio Show. This article, "Is Employment Dead for Small Businesses?" was first published on Small Business Trends View the full article

Since COVID 19, we have seen a drastic redefinition of how people define work and employment in small business– and a new desire on how they want to make a living differently. As my guest on The Small Business Radio Show says in the title of his book – Is employment dead? Josh Drean is co-founder of the Work3 Institute. He is also a Web3 and Workforce Advisor at the Harvard Innovation Labs and co-founder of DreanMedia. Josh is an HR transformation expert who connects emerging technologies with workplace strategies. His work has been featured in Harvard Business Review, Forbes, Fast Company, and MIT Technology Review, and his YouTube channel has garnered millions of views. His new book declares “Employment is Dead”. Traditional Employment Models Are Obsolete Josh Drean argues that the conventional models of employment, characterized by rigid structures and hierarchical decision-making, are becoming increasingly obsolete. The COVID-19 pandemic has accelerated this shift, revealing the limitations of traditional employment models and highlighting the need for more flexible and adaptive approaches. The Rise of Autonomy and Flexibility Today’s workforce, particularly younger generations like Gen Z, is seeking more autonomy and flexibility in their work environments. This shift is not merely a trend; it reflects a deeper desire for purpose and engagement in their professional lives. Employees want to feel connected to their work and to the communities they are part of. Actionable Advice: Implement Flexible Work Policies: Allow employees to choose their work hours and locations to better align with their personal lives. Encourage Autonomy: Empower employees to make decisions and take ownership of their work, fostering a sense of responsibility and investment. The Role of Autonomy and Decision-Making A key theme in the discussion is the importance of autonomy in the workplace. When employees are given more decision-making power, they are more likely to feel invested in their work and motivated to contribute to their organization’s success. This shift towards a more decentralized approach to management can lead to increased innovation and productivity. Traditional management structures often stifle creativity and limit employees’ ability to take initiative. By contrast, organizations that empower their employees to make decisions and take ownership of their work can create a more dynamic and responsive workplace. Actionable Advice: Decentralize Decision-Making: Create smaller, autonomous teams that can make decisions quickly and efficiently. Foster a Culture of Innovation: Encourage employees to experiment and take risks, providing them with the resources and support they need to succeed. Impact of AI and Web3 Technologies Emerging technologies, particularly artificial intelligence (AI), are reshaping the way we think about employment and collaboration. AI can automate routine tasks, freeing up employees to focus on more strategic and creative aspects of their work. This shift can lead to a more fulfilling work experience, as employees can engage in tasks that align with their skills and interests. Web3 technologies, which emphasize decentralization and community-driven approaches, are also changing the employment landscape. These technologies enable new forms of collaboration and engagement, allowing individuals to connect and work together in ways that were not previously possible. Actionable Advice: Leverage AI for Routine Tasks: Implement AI tools to handle repetitive tasks, allowing employees to focus on higher-value activities. Explore Web3 Technologies: Investigate how blockchain and decentralized platforms can enhance collaboration and transparency within your organization. The Gig Economy and Evolving Roles Many workers are increasingly opting for freelance and contract work, seeking flexibility and autonomy over the security of a traditional job. This trend is particularly prevalent among younger generations, who prioritize work-life balance and the ability to pursue multiple interests. The gig economy presents challenges, such as the lack of benefits and job security that come with traditional employment. Organizations need to rethink their approaches to employment and consider how they can support gig workers and freelancers. Actionable Advice: Offer Inclusive Benefits: Create benefits packages that cater to both full-time employees and gig workers, such as access to healthcare and retirement plans. Build a Supportive Community: Foster a sense of belonging and community among gig workers by including them in company events and communications. Conclusion: Adapting to the Future of Work The episode highlights the urgent need for organizations to adapt to the changing landscape of work. As traditional employment models become less relevant, businesses must embrace new approaches that prioritize autonomy, community, and purpose. By doing so, they can create work environments that not only attract and retain talent but also foster innovation and growth. Key Takeaways Embrace Flexibility: Implement flexible work policies that allow employees to balance their personal and professional lives. Empower Employees: Decentralize decision-making and foster a culture of innovation to enhance employee engagement and productivity. Leverage Technology: Utilize AI and web3 technologies to streamline operations and enhance collaboration. Support Gig Workers: Offer inclusive benefits and build a supportive community for gig workers and freelancers. Listen to the entire episode on The Small Business Radio Show. This article, "Is Employment Dead for Small Businesses?" was first published on Small Business Trends View the full article

The Super Bowl is a magical time and place for brands. A rare and brief three-or-so hour moment when people want to see commercials. Every marketer’s Xanadu. What defines a great Super Bowl ad is obviously subjective, no matter what the Ad Meters, and any number of other measurement tech tells you. Hell, even your own brain might be lying to you. The real scorecard is unique to each brand and what it considers the worth of up to $40 million or more in investment around the game. My criteria for a good Super Bowl ad remains relatively simple: Is it fun or emotional in a way that is both entertaining and memorable? An easy question to ask, but as each year proves, much more difficult to answer. Before I get into my top 5 list, here are the honorable mentions. The coffee wars come to the Super Bowl! I’m a fan of Dunkin’s work with Ben Affleck, created by Artists Equity Advertising (the ad arm of Affleck and Matt Damon-founded Artists Equity). This year’s spot was a funny take on the coffee wars, using a part-Warriors, part-Anchorman dynamic to continue the adventures of the DunKings. I also really liked Starbucks’ “Hello Again,” by Anomaly, which aimed to remind us why we liked the brand in the first place. However, the spot could be used as a case study in how crucial the right song can be, because this ad wouldn’t hit nearly as hard without AC/DC’s classic “Thunderstruck.” After 27 years, it’s about time we saw another Nike commercial in the Super Bowl. “Hare Jordan” is arguably a Top 10 all-time Super Bowl commercial, so getting the swoosh back feels right. Now in “So Win,” the brand used Led Zeppelin and a murderers’ row of female superstars to stylishly continue its swing back to the ultra-competitive attitude Nike was built on. My admiration for what FanDuel has created with “Kick of Destiny” is well-documented, and continues this year. While the main event isn’t technically an in-game ad—this year cleverly embedding itself within the Fox pregame show—it remains one of the best-ever Super Bowl brand ideas. Speaking of all-time big game brand ideas, another shout-out to Doritos for bringing back “Crash The Super Bowl” after an eight-year hiatus. The spots were fun, funny, and the contest remains a benchmark in fan participation. And lastly, a shout-out to the brands that decided to go full emosh and actually pulled it off with impressive results. The NFL’s “Somebody,” Lay’s “Little Farmer,” and Google’s “Dream Job” all struck a nice balance for the brands and the moment. OK, now on to my top 5 ads of the 2025 Super Bowl. Stella Artois “David & Dave: The Other David” It’s a premise that could be explained in one line: David Beckham finds out he has a secret American twin named Dave. This is Artists Equity Advertising’s first Super Bowl spot for a brand that’s not Dunkin’, and here we have the company’s other co-founder Damon in a starring role. I spoke to execs at the agency for a story coming out later this week, and they told me the brief from the brand was to shift Stella’s image in the U.S. as an upscale beer to more of a quality everyday beer. Enter Dave Beckham. We’ve seen David pitch for the brand plenty of times, in ads, on Hot Ones, and beyond, but here we get to see a funnier side of the soccer legend. Mountain Dew “Kiss From A Lime” Mountain Dew has long-been one of the more experimental Super Bowl advertisers. In 2021, it enlisted John Cena to challenge viewers with a contest to be the first person to tweet the correct number of Mountain Dew Major Melon bottles that appeared in the ad for a chance to win $1 million. In 2018, it partnered with sibling brand Doritos for a surreal rap battle between Peter Dinklange and Morgan Freeman. And of course, 2016 gifted us the classic “Puppymonkeybaby.” This year the brand went all in on the big game version of unhinged. Seal as a seal? Directed by Taika Waititi, not only is this absurdity bullseye consistent with the soda’s identity when it comes to the Super Bowl, it delivers an on-brand ear-worm care of a 1994 love ballad. What’s not to like? (It’s still in your head, isn’t it?) Uber Eats “A Century of Cravings” Uber Eats made a relatively late decision in September to completely change its Super Bowl plans—a planning process that typically starts in July. A spot starring Matthew McConaughey, in which he floated a conspiracy theory that the function of all sports is to act as a catalyst for us to eat more food, got a great response. Could they continue that in the big game? Short answer: yep. Here it goes deeper. Not deep like finger-rolling a booger in your Lincoln deep; just different deep. A decade on, The McConaissance is still deep in its commercial era, and here the Oscar winner keeps the streak alive by giving us a history lesson of his earlier conspiracy. It’s a fun instalment of an overall celebrity-soaked ad strategy that manages to stand out, even as Pringles put up a strong challenge to its multi-celeb approach. “I think people now have a clearer understanding of our brand and tone because we’re consistently showing up with a very specific type of spot that is landing a specific type of humor,” Uber’s head of marketing for North America Georgie Jeffreys, told me last week. “Even if the message changes, the core tenets of our brand are the same.” Bud Light “Big Men on Cul-De-Sac” Just like at a bar, it was a close call between this and Bud Light’s blood rival Coors Light. Both ads are really funny and pretty much exactly what a light beer ad in the Super Bowl should aim for. What puts Bud Light over the line here is how it not only meets the above criteria, but does so with solid brand consistency. A great big game ad that doesn’t feel like a one-off is often a rare species. This isn’t the first time we’ve seen Post hit the field for Bud Light, and the work Gillis has done over the past year has completely reinvigorated the brand’s personality. Todd Allen, Bud Light’s senior vice president of marketing told me that it was a no-brainer for the brand to keep the momentum going and continue to lean into Gillis’ brand of humor. “There’s absolutely no bigger stage to deliver a laugh than the Super Bowl, and when you combine a comedic powerhouse like Shane with Bud Light, I think we have a winning formula,” said Allen. Liquid Death “Safe For Work” I mentioned the importance of the right song earlier with Starbucks, and here it applies just as much, but in a totally different way. Instead of relying on a classic song or new hit banger to tap into the audience’s existing affinity, Liquid Death crafted its own hilarious, pseudo-country jam about drinking on the job. The cops are drinking, the surgeons are drinking, the pilots are drinking, the court judges, the football refs, even the school bus drivers are all drinking on the job. Liquid Death is no stranger to celebrities. It’s worked with Martha Stewart, Bert Kreischer, Tony Hawk, and more. But here, the brand shrewdly avoided any big names knowing full well it’s exactly the opposite of what the majority of Super Bowl advertisers would do. The sharp contrast between the parade of celebrity pitchfolks and this lack of Hollywood star power, makes the ad stand out for all the right reasons. View the full article

For the first time in 27 years, we saw a Nike commercial in the Super Bowl. Has it really been that long? Hard to believe that one of—if not the—world’s greatest marketing brands hasn’t been on the big game stage for almost three decades. “Hare Jordan” is arguably a Top 10 all-time Super Bowl ad. Blame complacency, the fragmentation of media and culture, or whatever you like, but getting the swoosh back to the Super Bowl just feels right. Not only that, but the brand is using this opportunity to re-establish its hardcore athlete bonafides, in case anyone forgot. Created with Wieden+Kennedy, and narrated by Grammy winner Doechii, here we get a cranked up, black and white film, set to Led Zeppelin’s “Whole Lotta Love.” It features top athletes like ballers Caitlin Clark, A’ja Wilson, JuJu Watkins and Sabrina Ionescu; footballer Alexia Putellas, tennis star Aryna Sabalenka, sprinter Sha’Carri Richardson, and more, all showing the various ways they’re proving critics wrong. Chief marketing officer Nicole Hubbard Graham says the brand returned to the Super Bowl in order to tap into one of the very few mass, shared cultural experiences we have left. “Thinking about the Super Bowl and thinking about this moment, it felt very timely to tell this athlete story,” says Graham. “Women are just absolutely shattering records right now, selling out stadiums, ticket sales, commanding contracts like you’ve never seen before, and being placed with probably some of the harshest expectations of how you’re supposed to act. And I think they will redefine what it means to be athletes and personalities of the future.” Down on your luck. No one believes. The odds are stacked. Nike is using the most reliable premise in all epic sports stories to not only make a point about any individual athlete, and the state of women’s sports, but also to give a not-so subtle middle finger to all the shade the brand itself has been thrown over the past year or so. Attitude adjustment Soon after Graham took over as CMO, her first order of business was to talk to the brand’s elite stable of athletes. What she heard most often was the notion of winning had a losing reputation in the world. “The whole idea of being maniacally focused and obsessive and following your dreams to no end was sort of becoming a little bit taboo in society,” says Graham. “We thought that was a really interesting insight. And that led to the Olympic work.” “Winning Isn’t For Everyone” was an ode to the uncompromisingly competitive. Narrated by Willem Dafoe, the work was reminiscent of Nike’s campaign for the 1996 Olympic Summer Games in Atlanta that featured the tagline, “You don’t win silver, you lose gold.” As I wrote at the time, the new Olympic work marked a return of the “f**k you” attitude in Nike advertising that taps into its hardcore athlete pedigree. The Super Bowl campaign is the start of a larger campaign that will run into 2025, all looking to tap back into Nike’s connection to athletes by using the same foundations of style and emotion that built the brand in decades past. “This brand wasn’t built on Google ads or clicks, it was built on feelings, and big, disruptive, irreverent, emotional ideas.” says Graham. “That has been a really important strategy for us, and obviously with our partners at Wieden. How do we make sure that we are very much athletes over algorithms?” Bigger picture The brand will need all the emotional power it can get to counter the headwinds it’s been facing. Last summer, Nike saw its biggest stock drop since 2001. Second-quarter revenue dipped by 8%. The brand is up against steep competition across major sports like running, thanks to a resurgent Adidas and Brooks, as well as newer players like On and Hoka. Critics point to a lack of innovation, being more about streetwear Air Jordans and Dunks than performance products. Emarketer senior analyst Zak Stambor says that the brand has taken a lot of steps to identify its problems and to right the ship. Getting back to iconic advertising is just a piece of it. “For all of Nike’s challenges, the power of the brand remains incredibly strong,” says Stambor. “If the marketing can lean on that core strength, it likely will resonate. Then comes the need for everything else. You don’t want the marketing to drive the ship, it should be following the lead of the innovation, but it’s still a significant part of the puzzle.” Last year, particularly with the arrival of Graham, the brand started its mission to get back to the strategy co-founder Phil Knight espoused: “First capture the market for hard core athletes with innovative performance gear, and the casual consumer will follow.” Graham agrees and describes Nike’s biggest strength as a triangle that is built on its athlete partnerships. Unique insights lead to innovative products, which are then talked about through aspirational and inspiring ways. The work appears to be backing that up. Executives said on a recent earnings call that there are “truly transformative” sneakers coming for spring of 2025. Last week, the brand revealed A’ja Wilson’s long-awaited signature shoe, to much fanfare. “We’re getting back to that trifecta,” says Graham. “That is our winning playbook, and that’s what you’re going to see from us over and over and over again.” If Nike can’t be iconic, it’s going to push its hardest to be iconic. View the full article

The challenge is formidable: Create an ad campaign that somehow shows a brand’s integral role in a pivotal moment of human history. But also, like, make it fun? When OpenAI’s ChatGPT hit 100 million users two months after its launch in November 2022, a UBS study declared it the fastest-growing consumer application in history. Now at upwards of 400 million users, ChatGPT might be the best-known consumer product to invest the least in advertising. Historic product awareness, zero brand awareness. For OpenAI chief marketing officer Kate Rouch, the Super Bowl was the perfect stage to start telling the world what the brand actually means. “Obviously, 130 million people are watching this,” says Rouch. “ChatGPT has 400 million users worldwide, so it’s not a niche technology. But we do have an opportunity to help them understand both the historical moment we’re in as well as the fact that they can participate today in this new movement and use these tools right now.” The ad cleverly uses ChatGPT’s cursor dot to show people how it “thinks.” Set to cheerful music, we see eras of human progress animated in the dots. From fire to the wheel to agriculture, trains, the lightbulb, air travel, space exploration, and computing, until we see the tagline, “All progress has a starting point.” It’s a conscious move to embed the product in the brand message. Rouch made a similar move back in the 2023 Super Bowl, when she was CMO at Coinbase. The crypto exchange’s floating QR code ad went viral and drove so many people to its platform that the app crashed. “When you ask ChatGPT a question, the dot comes up, and that is actually expressed in other OpenAI products as part of the brand design that we just refreshed,” says Rouch. “People are sitting around at Super Bowl parties, and they’re going to be like, ‘Whoa, hey do you use ChatGPT? How do you use it?’ And they’ll pull out their phones.” Building the brand The Super Bowl ad comes at a compelling time for the OpenAI and ChatGPT brand. Long the leader in awareness, the recent launch of DeepSeek has added a new element of competition for what AI tools will be in people’s pockets. Given its head start, Rouch’s focus is on talking to the 400 million people who have been using ChatGPT about what exactly it can do. While we all worry about the impending robot apocalypse or hail a new technological age, there’s a massive gray area between that existential level and using generative AI to help you write a better email. The brand’s job is to bridge that divide. “What we’re attempting to do here is two things,” says Rouch. “Find that middle ground, which is to say, on one hand it is important that people understand this isn’t status quo. This is the dawn of the intelligence age. There’s something important happening historically here that you should know about. But also that this is a tool in your pocket right now that can do tons of interesting things for you.” That’s where the Super Bowl ad comes in. Connecting the dots To create OpenAI’s first major brand ad, Rouch enlisted Accenture Song CEO David Droga and his agency, which have created many Super Bowl ads for brands. The agency’s approach—a peppy, product-first narrative—has a familiar connection to work Droga’s namesake agency Droga5 made for the original Google Pixel back in 2016. Back then, it was the search bar transforming into a phone. Here, it’s the dots illustrating the historical context of these new AI tools. In both cases, the message comes through loud and clear: This technology is about to change your life. Droga and Song have long been bullish on AI. In 2023, Song parent company Accenture announced it would spend $3 billion on AI over three years, and Droga has talked about the impact generative AI would have on advertising creative, emphasizing these tools would allow humans to create better ideas quicker and more often. Many brands start thinking about their Super Bowl work in the summer. Rouch started her job in December. She says the ad itself was created with humans, but the concepting and experimentation on ideas did utilize AI tools like OpenAI’s video GenAI tool Sora. “We use it as a concepting tool, so nothing you see in the ad was created by Sora,” says Rouch. “But because we made this on a pretty compressed timeline, it really helped the creatives prototype, experiment with camera angles, and things like that, all to speed up the process.” For OpenAI, the Super Bowl is an announcement of its ambition to go beyond a ubiquitous product and become the next iconic tech brand. It’s got the hype, now Rouch is looking to add the emotion to its brand. “At OpenAI, the mission is to create safe AGI, or advanced artificial intelligence, that benefits all of humanity,” says Rouch. “That’s a very intentional mission, so you will see that in our ambition and approach to build the brand and interact with people.” View the full article

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