
B2B becomes BnB. Retired. Former work in #marketing #writing #accessibility. Tennis & Bluejays fan. News junkie. Kindness advocate.
Toronto, Canada
Joined January 2010
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Irving Frydman retweeted
In 2008, Malcolm Gladwell explained why some people succeed and some don't in a single 1-hour talk.
This will permanently change the way you think about talent, effort, and success.
Bookmark & watch today, no matter what.
Irving Frydman retweeted
Jannik Sinner and Linda Noskova together with their Wimbledon trophies.
The King and Queen of Wimbledon 2026.
🏆🏆
Irving Frydman retweeted
Seth Godin gave a masterclass on how to build an audience that throws money at you:
1. Being original and creative is overrated when it comes to building a business. Copy a model that already works. Find someone who has a structure that succeeds and use it instead of trying to invent something from scratch.
2. Stop making average crap. There is no shortage of pizza places, cookies, or skincare products. There is a shortage of things worth talking about. A line around the block exists because the pizza was good enough to put on TikTok, not because of TikTok.
3. The false proxy of followers is a trap. Someone can get 40 million views on TikTok and sell $200 worth of product. If you need 40 million views every time you want to make 200 bucks, you are in real trouble.
4. Marketing is creating the conditions for an idea to spread. It does not spread because you push it hard. It spreads because the people you serve benefit from telling their friends about it.
5. Remarkable does not mean neat. It means worth making a remark about. Google did not run ads for years. Facebook did not run ads for years. The iPhone did not take off because of great advertising. People talked about them.
6. Step one is to invent a thing worth making, with a story worth telling, and a contribution worth talking about. Most people buy a Birkin bag not because they need a purse but because they are buying a story about status and affiliation.
7. Step two is to design and build it in a way that a few people will particularly benefit from and deeply care about. A $220 jigsaw that feels incredible in your hand will outsell a cheap one to the right woodworker, even at ten times the price.
8. Being popular is different than being great. Being popular is different than being profitable. Find the smallest group of people with a problem they are desperate enough to pay you to solve.
9. Start with the smallest viable market. An agency built only for pediatric orthodontists will have a line out the door after four happy clients, because that specific audience does not want an innovator. They want the best at one specific thing.
10. Good decisions and good outcomes are not the same thing. Buying a lottery ticket and winning was still a stupid decision. Making something for a specific group, even if it sometimes fails, is the right decision regardless of the individual outcome.
11. Practical empathy means showing up and finding out who responds to what you are saying, even if you are not the person you are trying to serve. You do not have to be a cancer survivor to build something for cancer survivors. You just have to show up and listen.
12. Step three is to tell a story that matches the built in narrative and dreams of that tiny group of people. Context changes everything. A world class violinist playing in a subway gets ignored by the same people who would pay $200 to see him on stage.
13. You cannot make people change their worldview easily. It is far easier to tell people they were right all along than to convince them they were wrong. Meet people where their beliefs already are.
14. Authenticity is overrated. Authenticity is for your friends and family. Consistency is for professionals. Nobody wants their hotel doorman to be authentically having a bad day. They want the promise kept every single time.
15. The last time you were fully authentic was in diapers. Every choice since then has been shaped by how the world responds. That is not fake. That is called being part of civilization.
16. Step four is to spread the word, but not by you spreading it. Your customers spread it. The question is not how do I get the word out. The question is what are the conditions that make my customers want to tell their friends.
17. Status and affiliation drive almost every purchase decision once basic needs are met. When Tom's Shoes put a visible logo on a pair of espadrilles, it gave the buyer a story to tell, and her friends a reason to ask about it, creating tension that drove the next sale.
18. The same idea applied to coffee failed completely. Nobody sees the label on your coffee bag the way they see your shoes. If the system is not built to spark a conversation, the idea will not spread no matter how good the cause is.
19. Step five is the one everyone skips. Show up regularly, consistently, and generously for years to earn permission and enrollment. Most people quit too late, not too soon. Most people should never have started a project that size in the first place.
20. The biggest businesses in the world started in the smallest markets. Airbnb did not begin by trying to take over the travel industry. Find a small problem, make a promise, keep it, and do it again.
Follow @yasminekho if you want to see more content on marketing & branding.
Irving Frydman retweeted
Seth Godin gave a masterclass on how to build an unforgettable brand in the age of AI:
1. Marketing is not about spend. It is about creating the conditions for other people to eagerly spread your idea.
2. Authenticity is overrated. What customers actually want is consistency. Show up the same way every single time and that is worth more than any Super Bowl ad.
3. Everything your company does is a marketing decision. How you answer the phone. What you charge. How you design things. Marketing is not a department. It is everything.
4. Trust is simple. Make a promise. Keep it. Especially when it is hard.
5. Successful brands are built with your customers talking about you. Not you talking about you.
6. A brand is not a logo. A brand is a promise. Nike has a brand. Hyatt has a logo. One of them you know exactly what to expect. The other you do not.
7. You are measuring the wrong things. Follower counts. Stock price. Open rates. False proxies will take your business in the wrong direction faster than anything else.
8. Social media followers mean nothing. Godin has 400,000 Instagram followers and says if he posts about a new book maybe 12 people buy it. The number is a distraction.
9. Stop trying to be famous. The goal is not to get more famous. The goal is to get less famous and more trusted.
10. Average marketing reaches average people. Average people will not buy your product. You need the people who will talk about you, challenge you, and eagerly pay more for better.
11. When you pick your customers you pick your future. Stop trying to reach everyone. Start trying to deeply serve someone specific.
12. Better beats louder every time. One guy running a wine email list with 130,000 subscribers does $30 million a year in revenue. No ads. No social media hustle. Just consistently better.
13. The real opportunity with AI is not making things cheaper. It is making things better. The businesses that use AI to deepen relationships will win. The ones using it to cut costs will race to the bottom.
14. Your job is not to do your job. Your job is to solve problems for other people and make things better by making better things. Everything else is just noise.
15. When AI becomes the buyer it will always choose the cheapest option. If your entire business strategy is being the cheapest, AI will destroy you. The only protection is being worth it in ways that cannot be easily measured.
16. The next level of marketing is permission at a depth nobody has achieved before. The brand that knows your tools, your projects, your needs, and shows up to help without being asked will be impossible to replace.
17. Most businesses will use AI to spam more people faster. The businesses that win will use AI to serve fewer people better. That gap is the biggest opportunity in marketing right now.
18. You have a squadron of summer interns available for twenty dollars a month. They are not that good but they are very eager. The businesses learning to be good bosses of AI right now will have an enormous advantage over everyone waiting to figure it out later.
19. The question every business should be asking is not how do I get more attention. It is how do I become the kind of business that people would genuinely miss if it disappeared tomorrow. That answer is your entire marketing strategy.
Irving Frydman retweeted
Oxford debate is done! Kudos to the amazing team of @emilykschrader @HenMazzig @AviMayer
More impressions later, but for now - here is the text of my talk in opposition to the proposition "This House Believes Israel Never Truly Wanted Peace with Palestine":
Israel wanted peace. Truly. Repeatedly.
And yet, from the minute the United Nations voted for the Partition Plan in 1947, we have been under attack. The Arabs threatened to use force to prevent the establishment of a Jewish state on any part of our homeland, and they proceeded to make good on that threat.
And what did that Partition Plan call for anyway? Was it some grave injustice to the Arabs? No. Most of the fertile land was to go to what would have become the Palestinian Arab state, while the Jewish state would be relegated to three pieces of barely contiguous, mostly arid non-arable territory.
And yet, the Jews said yes. But the Arabs said no. First the Palestinian Arab militias attacked and then in May 1948, every Arab nation surrounding us and beyond invaded. And this is the only reason why there were ever any refugees from that war. The only reason.
Israel managed to survive the 1948 Arab war, and we would have been happy to just live in peace.
Remember, at the end of the 1948 war, Jordan annexed the West Bank and Egypt administered Gaza. There was nothing – absolutely nothing - to prevent them from creating one more Arab state on these territories for the Palestinians.
They did not.
Instead, they chose to continue the war against Israel, which is how Israel came to control the West Bank and Gaza. It was not in some aggressive land grab. It was after multiple Arab armies surrounded us - again - and in May 1967, announced: “This is our chance Arabs, to deal Israel a mortal blow of annihilation . . .”
Israel won that war in six days, but even then, we offered peace, making it, as Abba Eban (of Cambridge, much better I believe, I went there too…) wryly observed “the first war in history that on the morrow the victors sued for peace and the vanquished called for unconditional surrender."
And, what was the Arab and Palestinian response to Israel offering peace? "No to peace with Israel, no to recognition of Israel, no to negotiations".
But we still hoped for peace. So, we entered the Oslo Peace process in 1993. And in September 2000, just when many Israelis, including me, truly believed that a two-state solution was close, Palestinians launched the Second Intifada escalating into a brutal campaign of suicide bombings that left over 1000 Israelis shred to bloody pieces with thousands more maimed for life.
Yet, through all that, when in December 2000, President Bill Clinton put a peace deal on the table that would have given the Palestinians all of Gaza, 96% of the West Bank with comparable land swaps from within Israel, no settlements, safe passage between the two territories, most of the Old City, Arab East Jerusalem for a capital and an international force replacing the IDF on the West Bank - it was Israel that said yes.
There was no excuse for the Palestinians not to take this deal. None. But the Palestinians, led by Yasser Arafat, walked away, choosing instead to continue blowing us up through suicide bombings.
Ultimately this led to the construction of the security barrier, checkpoints, roadblocks in the West Bank which thankfully brought, for a while, an end to this reign of bloody terror.
You would think we would get the message, but in 2008 it was Israel, through Prime Minister Olmert, who made yet another peace offer, A near-total Israeli withdrawal from the West Bank, with close to 100% land swaps; No settlements, A link to the Gaza Strip; Arab East Jerusalem as capital of Palestine. Israel would have given up sovereignty over all of the Old City – including the single holiest site to the Jewish people, The Temple Mount, which would be overseen by an international trusteeship.
Again, there was no excuse for the Palestinians not to accept it. None. But under President Abbas, the Palestinians walked away from that, too.
Israel even disengaged from Gaza in 2005, removing all settlements, allowing ourselves to believe that the elected government of Hamas wanted to focus on improving their people’s lives, instead of destroying ours.
We were so desperate to believe this that we ignored all the red flags, allowing numerous Gazans to enter Israel to work, study and get specialized medical care.
But all this emphasis on economic development and work permits was part of a carefully built deception, as Hamas leaders later boasted, to lull Israelis into thinking they really were going to mind their own business and live calmly next to us – while they were planning something very very different.
On Oct 7, 2023 3000 trained and armed Palestinians invaded Israel from Gaza. Much of the intelligence they relied on came from the very Palestinians we allowed into Israel on work and study and medical permits. They massacred. They pillaged. They engaged in acts of gleeful sadistic brutality which I still lack the heart or the stomach to describe. They took 251 hostages – elderly men and women, mothers, fathers, children, babies. And it was not just trained militants, thousands of so-called “Ordinary ‘innocent’ civilian Palestinians” joined enthusiastically in the frenzy of manic violence, committing horrific acts of brutality.
And when the IDF went into Gaza, as they had to, to ensure that the Palestinians could never again do this to us, they found a completely weaponized landscape: Tunnels running under and opening into every house, mosque, hospital, and school. A land filled with booby traps making it impossible for us to fight without doing enormous damage to Gaza. And Hamas, who remained hidden in tunnels and in civilian clothing, designed it this way. This is what we were facing.
So do not dare look at us and propose that “Israel Never Truly Wanted Peace with Palestine”. If anything, we wanted it too much. We made offer after offer of peace. We absorbed endless aggression.
But we are not going to let ourselves be annihilated to convince you that we want peace. And we will certainly not accept peace on any terms. Some of you demand a one state solution and pretend that two peoples, connected to the same land but with distinct religions, values, cultures, languages and histories, who have never lived in peace, will magically exist in peace and harmony if only they live in one state. And frankly, far too often this call for a one state solution is not naive or delusional but a carefully calculated attempt to rob Jews of their right to self-determination to be a free people in our own land.
In this, we are no fools. We have a millennia long history of being persecuted and subjugated by one people after another, and we are not about to give up our one and only state to go back to being at the mercy of others.
We do want peace and we are willing to go far to make it happen, but we will not give up our state for it.
So now, it is your turn, Palestinians, to answer the question that somehow no university seems to debate – When did you ever truly want peace with the one Jewish state?
Irving Frydman retweeted
An easy way to get unstuck is to get up and take a walk.
We generate more creative ideas during and after walking outdoors—and even on a treadmill facing a blank wall.
Divergent thinking rarely happens when we're tethered to a desk. Moving our bodies frees our minds.
Irving Frydman retweeted
ISRAEL: investigadores de la Universidad de Tel Aviv, liderados por el profesor Tal Dvir y su equipo en Matricelf, han creado el primer tejido de médula espinal humana personalizado del mundo, cultivado a partir de las propias células sanguíneas del paciente.
Reprograman las células para convertirlas en células madre y luego construyen implantes de médula espinal en 3D que se integran con la zona dañada. Los ensayos en animales mostraron una recuperación notable.
Ahora, el Ministerio de Salud de Israel ha aprobado ensayos de uso compasivo para los primeros pacientes. ¿El objetivo? Ayudar a las personas a levantarse de las sillas de ruedas y volver a caminar.
Esta es la medicina regenerativa en su máxima expresión, sin riesgo de rechazo porque se utilizan las propias células del paciente.
Se espera que la primera cirugía histórica se realice pronto en Israel.
La ciencia ficción se convierte en realidad, hecha en Israel.
Esto es Israel 🇮🇱 💙
Irving Frydman retweeted
CANADA 🇨🇦 FOR THE WIN
THE CANADIAN WHEELCHAIR CURLING TEAM HAS WON GOLD.
THEY ARE PARALYMPIC CHAMPIONS. THEY WENT UNDEFEATED.
CANADA DEFEATS CHINA IN A THRILLER.
Irving Frydman retweeted
You have got to be kidding me.
Vancouver social media company Hootsuite looking to work with ICE to ‘build trust’ theglobeandmail.com/business…
Irving Frydman retweeted
Share this to save his life.
If you make him famous, the Iranian regime might not execute him tomorrow.
#ErfanSoltani
Irving Frydman retweeted
Is this the end of Paralysis?
This Israeli lab has grown human spinal cord stem cells, aiming to help paralysed patients walk again.
Irving Frydman retweeted
From Good to Great: 10 Books Every Leader Should Read by @Timothy_Hughes buff.ly/1zVDEX7 @DLAIgnite #SocialSelling #DigitalSelling #Sales #Marketing #Leadership #ArtificialIntelligence #Books #Reading #Business #Culture #Storytelling
Irving Frydman retweeted
By using content marketing to educate, connect, and guide your audience, you turn every blog post or update into a simple way to grow loyalty, visibility, and long-term success.
#contentmarketing #businessgrowth #marketing #digitalstrategy
Irving Frydman retweeted
It took me 9 years to understand this, I’ll teach it to you in 3 minutes.
Here are 12 uncomfortable truths about life...
1.
The pink elephant test: what your visual imagination predicts about your ability to control your thoughts theconversation.com/the-pink… via @ConversationEDU
Irving Frydman retweeted
6 Key Elements to Enhance #UserGeneratedContent on #SocialMedia:
- Compelling Questions
- Memories
- Competitive Spirit
- Strategic Connections
- Trending Moves
- Encouragement
#SMM #SocialMediaMarketing #ContentMarketing
buff.ly/3wxE5E8
Churn Rate vs Retention Rate: How to Calculate These SaaS KPIs woopra.com/blog/churn-rate-v…
Irving Frydman retweeted
The Israeli Olympic team is NOT allowed to wear their #BringThemHome pins at the #PARIS2024 Games.
But that sure didn't stop Israel’s swimmers from forming words and symbols like these🎗️✡️ during practice.



























