George Mack Profile picture
Mar 29, 2023 15 tweets 5 min read Read on X
What is ignored by the media -- but will be studied by historians?

Here's 7 more examples:
1. The Aging Population Crisis

70% of countries are below the required population replacement levels.

You need a 2.1 fertility rate to maintain a population:

• US = 1.64

• Germany = 1.53

• Japan = 1.34

• China = 1.28

• Korea (below) = 0.84 🤯
2. The Lost Lockdown Generation

• Reading ability in the USA is the lowest in 30 years

• Maths scores are the worst since tests began in 1969

• 50% rise in mental health emergency room visits for young people

This has been swept under the rug.
3. The BRICS overtook the G7 in GDP this week

BRICS = Brazil, Russia, India, China, SA (+ Bangladesh, Egypt and UAE)

G7 = Canada, France, Germany, Italy, Japan, UK (+ EU)

"It's no longer developed & developing world. It's ascending & descending world" - @balajis
4. The Rise Of Obesity In America

You can only appreciate this epidemic by watching this video...
There's a lot of talk about the Wealth Gap between the rich and poor...

The "Diet Gap" is barely discussed.

• 29% of the world's population faces hunger and food shortages.

• 38% of the world's population is overweight or obese. (Set to rise to 51% in the next 12 years)
5. The Video Game Industry Is Bigger Than You Think

The gaming industry is bigger than all music, TV, and film combined.

It has outearned music and entertainment for the last 8 years!
6. Inflationary Industries vs Deflationary Industries

• Why are hospital services and college tuition fees getting more expensive?

• Why are TVs and software getting cheaper?
7. The Rise Of The Leveraged Creator

There's no such thing as "mainstream media" anymore

Instead, there is "legacy media" & "new media"

The only thing that gives the "mainstream media" power is the legacy language of "mainstream media"

This is the Emperor's New Clothes
• When it comes to new media, faces & personalities are outranking brands.

• Branding in marketing started in the 1500's.

• Meanwhile, human facial recognition dates millions of years - which is why there's such a power law to individual creators.
This trend has been replicated across cultures.

Lebron James has more followers than the NBA, NFL, MLB, NHL, MLS and WNBA combined.
Prediction:

The biggest marketing competitors to Coca-Cola + McDonalds will be creator brands.

1. It's harder to build a Mr. Beast audience than is to create a burger

2. There's no moat - so whoever has the best advertising wins

3. They can acquire customers cheaper
This was a sequel to the original piece:

Hopefully, this was more of a Godfather 2 kinda sequel than most terrible sequels

PS. I write a newsletter called Clouds & Dirt.

Clouds = Big Ideas, Mental Models, Marketing
Dirt = Trends & Tactics

A recent study (It's 2023 - nobody asks for sources) suggested that not signing up is the biggest deathbed regret.

clouds-and-dirt.beehiiv.com/subscribe
Nuance alert:

The point isn't that no media organization hasn't ever covered these topics.

It's that historians will give these topics greater significance than the media is giving them.

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More from @george__mack

May 7
Fun story: I had a list of dream clients I wanted to sign. But I had zero connections.

So I created ads for them that reached millions of people and used that as the intro. Best ones below.

1. Porsche Image
2. Lego Image
3. Tesla Image
Read 15 tweets
Apr 25
High agency razors:

1. If unsure who to work with, pick the person you'd call when stuck in a 3rd world jail cell.
2. If unsure what to work on, ask:

What is ignored by the media -- but will be studied by historians?

The higher the historian to media ratio -- the greater the opportunity.
3. If unsure on a decision, ask: What's the best story? Image
Read 15 tweets
Mar 28
Underrated rule of thumb: Don't put another human on a pedestal.

Even the greats had human flaws:

1. ‍‍Steve Jobs delayed nine months of medical treatment of pancreatic cancer for a carrot juice diet and acupuncture. Image
2. Mozart overspent his income, lived miserably in mountains of debt and regularly wrote letters to friends begging for money. Image
3. Isaac Newton spent thirty years of his life writing 1 million words on alchemy.

Hidden for years by his heirs because they were too embarrassed to publish it. Image
Read 14 tweets
Mar 24
After 7 months of writing, I finished my essay!

I think agency might be the most important idea of the 21st century

highagency.com
High agency in a meme: Image
High agency in a moment: Image
Read 9 tweets
Mar 23
After 7 months, I finished my essay on high agency.

So I asked myself: "What's the most high agency way of promoting it?"

Last night, I took over the iconic Times Square in New York for $0.

Hilarious story... Image
I spent 7 months trying to simplify high agency in the essay:

Optimism = Glass is half full

Pessimism = Glass is half empty

High agency = You're a tap Image
When it came time to promote it, I used the high agency tricycle:

1. Clear thinking
2. Bias to action
3. Disagreeability

Like a tricycle, if you take away any of the wheels -- it stops working. Image
Read 17 tweets
Aug 12, 2024
"Most people die at 25 and aren't buried until they're 75" - Benjamin Franklin

Why?

4 reasons and solutions: Image
Reason 1 - Milestones

0-25 is a well-designed video game.

You level up each year.

There are regular milestones as you go from infancy to school to entering the workforce.

You constantly feel like you're making progress -- and have reflective milestones.
After 25, it's a terribly designed video game.

Society places you on your own.

If you don't have the agency to design your own 25+ video game, the only milestones life will give you are the funerals of your loved ones -- followed by your own funeral.
Read 23 tweets

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