it’s all worth it /// art, marketing, tech /// prev @spicenet @nil_foundation @surge_women
Joined December 2025
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craaazy
My dear front-end developers (and anyone who’s interested in the future of interfaces):
I have crawled through depths of hell to bring you, for the foreseeable years, one of the more important foundational pieces of UI engineering (if not in implementation then certainly at least in concept):
Fast, accurate and comprehensive userland text measurement algorithm in pure TypeScript, usable for laying out entire web pages without CSS, bypassing DOM measurements and reflow
eng, product & marketing can all work on the same product & have fundamentally different ideas about what makes it valuable
no amount of docs or better copy solves that if the assumptions remain unexamined
to be an effective marketer, you first need to establish a shared understanding of why the product matters INTERNALLY
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the real edge when using ai for marketing is knowing when to stop
in the editor seat, there’s always something to fix, another element to try, more iterations to see
and suddenly you realize you’ve been working on a twitter article thumb for the last 2 hrs
just stop.
there’s a point where you have to say, okay, that’s good enough and i’m done
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one of the biggest mistakes in tech marketing is confusing accuracy with effective comms
you can describe a product with perfect technical precision and still fail to communicate its value!
this is a trap a lot of engineers fall into and it’s a marketer’s job to get them out of it
i’m not saying marketing should be fluff or fake or imprecise - ofc everything you say needs to be true
but describing what a product does is not the same as making people care abt it
good marketing means contextualizing the product within the broader picture, knowing your customer and knowing what to say, to whom, when and in what form
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ai accelerates content production and that’s great.. as long as you’re not leaving strategic decisions to ai
producing more assets doesn’t help if the product, positioning and distribution don’t reinforce one another
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yeah i gotta admit this is a major problem for me
being resistant to uncertainty is not all bad - i’ve had a lot of success precisely because ive gotten good at thinking around and about uncertainty
but it starts wearing you out. im now actively working on becoming less anxious and better at handling uncertainty
any tips?
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dusha retweeted
if you're a marketer I highly recommend you get good at marketing and learn marketing, actually do some marketing it will be good for your marketing skills (also learn physics, art, history, quantum mechanics, and video games, and get some kids)
you need to make space in your mind for a creative process to work
and what I mean by this is, for example, you'll spend hours thinking through a problem, trying to solve it
the actual solution often doesn’t come then
but it will come in the shower or while walking or whatever
point being, both parts of that process are indispensable. you shouldn't abandon the deliberate problem solving, the thinking
but you also need to allow for other activities, preferably something physical, because that's where you'll stumble upon a solution, seemingly without trying
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archetypes are so powerful but they’re static
a story is the motion that animates them and makes us care
Brand archetypes =/= story.
If you think choosing 'rebel' as your brand archetype in a marketing workshop is enough for storytelling, you're wrong.
Sure, archetypes are useful - they create recognition (and expectations!).
But, declaring an archetype doesn't earn you the story that goes with it.
A story needs stakes and consequences: if you say you're a rebel, you will have to *actually* challenge something.
As a marketing team, you can't pick brand archetypes and stories that just sound good. For any brand to succeed, the story needs to be credible - rooted in the reality of what a company actually does.
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