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🎤 Prove me wrong
Reply and tell me I’m wrong. I dare ya.

Happy Alaska Day to everyone with a parka and a grudge!
On this day in 1867, the United States took formal possession of Alaska from Russia, all thanks to Secretary of State William H. Seward, who negotiated the whole deal for $7.2 million, about 2 cents an acre.
Everybody back home roasted him for it. President Andrew Jackson scoffed it off as a “polar bear garden.” Others called it “Seward’s Icebox,” like the man went to Costco for paper towels and came home with a glacier. Then they found gold. Then they found oil. Then they found an entire Discovery Channel lineup. Point is, the internet would’ve ratioed William Seward into the sun, and he was right.
So this week’s issue is all hot takes, and if you hate a few of them, GREAT. Hold onto that feeling for 150 years and get back to me.

In 1633, the Church put Galileo on trial for saying the Earth moves around the Sun and sentenced him to house arrest for the rest of his life. In 1992, a Pope formally admitted Galileo was right.
That’s 359 years to say “my bad,” which is still faster than most brands answer a customer email. Legend says Galileo muttered “and yet it moves” on his way out of court, and historians doubt it. I choose to believe he said it under his breath, like a woman walking out of a meeting where her idea just got credited to Greg.
So here lie my 13 hot takes, which is the unluckiest number there is, in the spookiest month of the year, from a woman with opinions. In 1633 they'd have skipped the trial and gone straight to the bonfire.
Go ahead, call the Inquisition. Prove me wrong, I dare ya!
| 01 |
| You do better, when you try less. |
| The best copywriting is a bag of rock salt that says “MELTS ICE.” Meanwhile somebody wrote 400 words about a toothbrush “reimagining your morning ritual.” It’s a stick with hair on it!!! Just say what the thing does, use as few words as humanly possible, and go home at 5. |
| 02 |
| The only ethical use of AI is fake animal videos. |
| A cat ordering a venti oat milk latte, extra foam, under the name “Mr. Whiskers, Esq.” hurts 0 cats. Same for the tabby with a podcast mic explaining crypto to a raccoon. Generate the cat and leave my sentences alone. |
| 03 |
| The 24-year-old running your brand account should make more than your VP of Brand. |
| She made a 60-slide deck about the brand’s social voice and is the only person in the building who actually sounds like it. The VP just nodded. |
| 04 |
| If your campaign wins a Cannes Lion and sales drop, you give the Lion back. |
| Award juries reward ads that made other ad people jealous. Put the trophy on a 90-day return policy like a Zara sweater. |
| 05 |
| Being “on brand” is how you become forgettable. |
| Every ad anyone has ever loved broke a guideline somewhere. Let 1 thing a year ship off brand, ideally on a Friday while legal’s at Pilates. |
| 06 |
| The client should pay EXTRA for the first draft they hate. |
| That draft is how everyone in the room found out what they actually wanted. Bill it, frame it, hang it in the lobby like those “CAUGHT: shoplifter” posters at the gas station. |
| 07 |
| “Gen Z marketing” was invented by millennials who are scared of 22-year-olds. |
| Every generation hates ads, and every generation likes a good joke, which has been true since the Mesopotamians. Throw out the Gen Z playbook and stop writing “no cap” in press releases, because a 22-year-old can smell fake authenticity (and skinny jeans) from orbit. So cheugy. |
| 08 |
| Dark UX patterns should be a crime, and the VP who asked for them should do the time. |
| If signing up takes 1 click and canceling takes a phone call between 9 and 11 a.m. Eastern on a weekday, that’s theft. A gray unsubscribe link in 6-point font is a contract deal with the devil, written in the tiniest handwriting the law allows. |
| 09 |
| Brands that post for Pride or Black History Month should put the donation receipt in the caption. |
| Rainbow logo, but $0 donated? We deserve to see the receipts or silence. Put money where your mouth is. |
| 10 |
| Bad reviews are fan mail. |
| Someone took 20 minutes out of their only life to write 3 paragraphs about your shipping times. That’s devotion!!! Nobody writes a 1-star review for a brand they forgot existed, and the brands that delete negative comments are the guy who deletes your texts so his girlfriend won’t see them. Pin the angriest one. Reply like it’s a love letter, because Linda from Ohio thinks about you more than your own CMO does. |
| 11 |
| Your post flopped and literally nobody noticed. |
| Blame the algorithm. I mean, that’s what it’s for, right?! Post it again. The only person who remembers is your mom, and she liked it twice. |
| 12 |
| Chasing a trend is plagiarism. |
| A 19-year-old made something funny on Tuesday, and by Friday your brand reposted it with a logo in the corner and none of the joke. Be the original that gets ripped off. |
| 13 |
| Marketing has a principle for everything except morals. |
| Show me 1 brand principles doc that says “we don’t lie.” The closest I’ve found was “honest,” next to a stock photo of a woman laughing alone at a salad. |

Every quarter, somebody on LinkedIn walks onto the farm with a new pig.
First it was SEO, a good pig, kinda chunky, been here since 2004. Then AEO wandered in, then GEO, and now there’s a BEO and a DEO and nobody can tell me what they stand for, including the man in the cowboy hat, who looks like he just learned about all of them on a webinar. I write AEO copy for a LIVING and I couldn’t tell you the difference between AEO and GEO at gunpoint. It’s the same pig!!! Somebody just gave it a new name and a $15,000 retainer.
By Q2 2027 there’ll be an FEO, and guess what?! It’ll be the same pig.
(We post these on Instagram too. E-I-E-I-follow.)

Norway hired a man to make things sh*tty, and he’s thriving

The Norwegian Consumer Council, an independent, government-funded nonprofit that advocates for consumer rights, (say alladat 3x fast) made a mockumentary about a man whose job title is “Enshittificator.”
He comes from a proud family tradition of people who make things worse, and thanks to the internet, he gets to ruin things for millions of people at once. Love a nepo baby with a work ethic.
In the first video, he cheerfully explains his job, then crashes his car because he refused to pay the subscription for his braking system. In the sequel, he meets Death in the hospital and the 2 of them go into business together. Death, whose retention rate is a perfect 100%, is honestly the ideal cofounder.
Every SaaS company that moved a free button into a “Pro” tier should be forced to watch this on loop in a waiting room at max volume. A GOVERNMENT made funnier marketing than 90% of the brands it regulates. Norway, babe, you’re a natural.
h/t Cory Doctorow, who coined “enshittification” and collaborated with the nonprofit to launch the series. 10/10. chef’s kiss.
![]() | See something, say somethingSee something un-funny on the feeds? Nominate it by replying to this email. |

Alright, that’s my time. I’m the hot take your corporate enemy screenshots and sends to HR. See you next week.
— sarah suzuki harvard 🫡

Chat, are we cooked? Meta’s new AI agent Muse keeps a file on every person in your life and updates it hourly. HOURLY!!! My aunt downloads it once, and now there’s a digital sticky note on my page that reads “DO NOT LEND HER TUPPERWARE.” Like, Zuckerberg literally made a burn book on all of us and gave it googly eyes. At least Regina George wrote hers by hand with a glitter pen, like a real artisan.


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