Strategy/marketing/PR firms have been captured by woke ideology and stuck in a pre-digital paradigm. They no longer know how to reach half of America.

New Founding is organizing a new firm to offer a true alternative. We're looking for people to join us. 1/3
We will develop dynamic and attention-grabbing messaging that authentically aligns with right-leaning America and remains consistent across all platforms and conditions (from internal comms to marketing to crisis PR), stewarding the trust of our target audience. 2/3
This audience, so often used and discarded, will be extremely motivated and hyper-loyal when trust is validated. They are real and they want people to appeal to them.

Check out our job posts, or let us know if you're interested as a client: 3/3
Since we’re early and still pulling together profiles of a potential early team and partner vendors, the best way to get involved is to fill out this form indicating any role you could be interested in:

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More from @NateAFischer

17 Jul
I am hopeful that this is the beginning of the end not just for BRC, but for their entire mode of shallow affinity marketing.

Consumers are savvier than often credited. They’ll begin demanding stronger proof of alignment/deeper congruence from brands making a tribal appeal.
Even consumer decisions Econ 101 types mock (eg buying b/c of celebrity endorsements and expensive advertising campaigns) reflect a recognition this constitutes real skin in the game.

Likewise, voters quickly began demanding far stronger proof of alignment from politicians.
In an age of content overload, collapse in institutional trust, and growing conflict, proof of skin in the game may become the only thing people look to as a source of information meriting any sort of trust. They’ll develop quick heuristics to cut through noise to assess this.
Read 6 tweets
5 May
You may not be interested in politics, but politics is interested in you.

Thread 1/23
Many in business would rather go about their work and ignore the political battles that increasingly divide our country. But the left will not leave you this option. 2/23
Growing numbers of people have committed themselves to a woke ideology. In the workplace, these people politicize ordinary activities, conversations, and even words—and demand that employers/suppliers/partners/etc. bend to their demands. 3/23
Read 23 tweets
20 Mar
I am hopeful that the trend in many domains is to seek proof of authenticity, and scorn the illusions of the televisual era. 1/8
This doesn’t mean showmanship lacks a place. On the contrary, leaders have employed it in every age. It may be more important than ever in our tumultuous time as traditional sense-making methods collapse. 2/8
But as digital technologies have allowed so many empty illusions to be unmasked, many digital natives instinctively seek proof of something deeper—an authentic commitment to the message, skin in the game, soul in the game—after their attention is grabbed. 3/8
Read 8 tweets
18 Mar
Note the deliberate framing of the story around a church the killer attended, despite tenuous evidence of any connection with the killing.

Sarah grew up Christian and knows this sermon—standard Christian doctrine—is not newsworthy, yet she chooses to feature it prominently. 1/5
Many journalists are above all narrative crafters. They know that half the battle is getting people to talk about their target. Often this is simply whatever promises the juiciest prolonged story, but increasingly something ideologically motivated—fitting a bigger narrative. 2/5
Atlanta offers another example of this: the media's rush to frame Richard Jewell as the 1996 Centennial Olympic Park bomber. Though it gave them a compelling news narrative while the facts remained unknown, it proved false (and nearly destroyed Jewell's life). 3/5
Read 5 tweets
14 Feb
I’ve noticed a curious linguistic pattern over the past few years. A sort of person—typically in educated/credentialed circles—who usually goes out of his way to sound circumspect likes to emphasize the word “lie” to describe statements by Trump. 🧵 1/11
This by itself would not be striking, except that such people almost never use that word (or similarly strong language) to describe *anything* else. A pretense of quasi-elite society today is to maintain a tone of “neutrality” marked by extreme circumspection; 2/11 a world where nearly everything is subjective—from morality to history to gender identity—this means the strongest claim such people typically make is that something is the best argument or “most reasonable position.” 3/11
Read 12 tweets
14 Feb
I suspect this tweet particularly disturbs establishment-right types because of the uncomfortable questions it raises about immigration and fit in American political culture. 🧵
Many presume that immigrants—especially refugees, and certainly those who achieve the “American dream”—tend to be model Americans, and base many policies on this idealistic assumption.
Yet when people like Nguyen, who arrived as a refugee and achieved great professional success, express scorn for so much of American culture and values, it publicly throws that presumption into question.
Read 5 tweets

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