A go direct case study

Hey besties,

Happy Galentine’s Day. 💗 Here's what hit the group chat this week 👇

📣 Go direct case study: "No one cares that you redesigned your app" -every comms person ever.

Except… people do care. The ones who live, breathe, and use your product every day. Which is why I love that Notion's CEO did a full go direct trifecta: he told a story instead of just announcing a product (including the behind-the-scenes code name), pre-empted the classic "I hate the new design" user feedback trope, and invited his customer community in for beta access. This turned a non-news moment into an organic attention moment.

Not bad for the head of the Notion’s "Storytelling Team." 😏 

📚 IC book club: Internal comms bestie Regine Nelson created the IC Resource Hub with 100+ books, communities, podcasts, and tools. Check it out or add your own favorite. (Do any of the books have Fae? Asking for a friend.)

📬 The pitch inbox of nightmares: The Stack's Edward Targett screenshotted his pitch-filled inbox and I truly don't know how journalists do it.

🗓️ I'm on the speaking circuit over the next two weeks, I'd love to see you!

Yes, two sessions on Feb. 26. Here's hoping the wellness gods keep my children healthy.

🤦‍♀️ Quick PSA: Not sure who needs to hear this, but please tell your CEOs to stop making jokes.

Except for this one: the love for my CEO dad's Super Bowl snack reinforces what I knew to be true: you all are my people.

Chat soon,
Gab Ferree
Founder & Your Comms BFF, Off the Record

PS: Last week’s most-clicked was Jim Prosser’s Building Things Is Comms Now.

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