People person from a small town. Working hard to better myself everyday and will take on every project I have time for.

Chris Cunningham

Head of Marketing: I'm fixing our attribution by asking customers how they found us.
CEO: No you're not. That's not scalable..

Head of Marketing: Neither is last click attribution... Dark social is 70% of our current pipeline and we're pretending it doesn't exist.

CEO: What are you on about... what's dark social?

Head of Marketing: Every untrackable share that actually drives decisions. Like screenshots shared in Slack, Discord or a text between two VPs.

CEO: We can't measure that... and we can't optimize what we can't measure.

Head of Marketing: We can't measure it because our attribution model is broken. Our tools only tell us "what did they click?". Instead we should just ask THEM "how did you actually find us?"

CEO: And people will just... tell us?

Head of Marketing: They already are. I added one question to our onboarding calls: "Walk me through how you discovered us."

Turns out our biggest deal this month came from a Reddit thread that got screenshot, shared in a private Discord, then forwarded to their team Slack.

CEO: Our attribution says "direct traffic."

Head of Marketing: Exactly my point.

CEO: The board wants dashboards.

Head of Marketing: The board wants revenue. I can show them a spreadsheet of "how we actually found you" from every customer. That's real attribution.

CEO: How do we scale this?

Head of Marketing: One question in every sales call that gets added to a field in the CRM. Actual insights that marketing can work off of.

CEO: If this doesn't work...

Head of Marketing: It's already working. We stopped tracking last-click nonsense and started listening. Turns out customers will tell you the truth if you just ask.

PS - Dark social drives more B2B pipeline than any channel you're tracking.

Thoughts?

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

Chris  Cunningham

li_at

JSESSIONID

Talks about #saas, #startup, #branding, #marketing, and #influencermarketing

Founding Member ClickUp / Marketing

Michelle Strom

When ClickUp launched, nobody wanted us. I was our first sales rep and nobody cared what I had to say. So I set a rule for myself...go for 50 no's before I quit.

I made call after call. Most people hung up, while others laughed. A few were polite but not interested.

Then I closed my first deal & that feeling was so sweet I'll never forget it.

I set the counter back to zero & went for 50 more no's.

But I never hit 50 again. I closed another one, then another, and the momentum built from there.

I took a lot of those early lessons from sales & still apply them to content/social media today.

I see the same patterns with content. Founders post 3 times, get no traction, and quit. They never make it to their first win because they aren't expecting all the "no's" or failed posts.

But content is the same game as sales. You're going to hear no most of the time and the algorithm will ignore you. Your first 20 posts will probably flop. Maybe even your first 100 posts.

That's not failure though...that's the process.

Set a number. 50 posts. 100 posts. Whatever keeps you going long enough to see what works.

Because the first win will feel so sweet that you'll want to keep going. You'll start to learn what your audience responds to. You'll build momentum, and eventually you'll stop guessing.

But you have to make it to that first win. Most people quit before post 15.

Thoughts?

It's Monday. Which means we're going to pitch 20 content ideas to create this week. Only 8 will survive. Here's exactly how it works (steal this framework):

I show up with 3 ideas that I usually find from tweets that went viral or something bizarre I saw over the weekend.

Like last week I saw a tweet asking "what would you do if the FBI showed up and you had 30 seconds to hide a thumb drive?" The replies were unhinged. That became a video.

Luke shows up with 3. Adam shows up with 3. Our guest writer - usually some comedian from the LA scene - shows up with 3-4 more.

We pitch them all, and then we vote blind. No one knows whose idea is whose.

The winners are whatever gets the most votes - pure democracy.

After we pick our 8-10 winners, I sort them into what I call the ABCD formula:

A = Stuff we know crushes. Like HR guys dancing. We'll remake 2-3 of these.
B = Concepts that worked elsewhere that we can steal and make our own.
C = Whatever trend is happening. Severance drops? We're making a Severance parody.
D = Complete wild card. Something so weird it might bomb or might get 100 million views.

By noon, we know exactly what we're shooting Thursday.

Tuesday we'll figure out props and locations.
Thursday we shoot all day.
Friday I color-code everything based on performance.

This system has generated over 1,000 videos & we've hit 200+ million monthly impressions with this strategy.

All because every Monday, a room full of comedians and actors who barely understand project management software vote on what makes them laugh.

Your content strategy probably took months to develop.

Ours takes 2 hours every Monday (and adapts to trends in real time).

Head of Marketing: We're done with the brand voice guide.
CEO: The 47-page document we spent $30K on? No way..
Head of Marketing: That's the one.

CEO: Why? It ensures consistency.

Head of Marketing: It ensures we sound like every other SaaS company in existence. I ran an experiment. Took our last 10 posts and 10 from our competitor. Removed logos. Our team couldn't tell the difference.

CEO: That's why we need guidelines.

Head of Marketing: Our customers don't want guidelines. They want to know who we actually are. I looked at every piece of feedback from last quarter. The word "generic" appeared 23 times.

CEO: So what's your plan?

Head of Marketing: Let the team sound like humans. Sarah in product has a sarcastic sense of humor. Let her write like that. Tom in sales tells incredible stories. Let him tell them.

CEO: We'll sound inconsistent. The brand team will hate this.

Head of Marketing: The brand team already agrees. They told me they're tired of writing "synergy" and "leverage" when they'd rather just say what we actually do.

CEO: Legal will have a field day.

Head of Marketing: Legal approved our last 5 posts that said "our competitors suck at onboarding." Got more positive replies than anything we've published in 6 months.

CEO: This could backfire.

Head of Marketing: You know what's backfiring? Our NPS dropped 12 points. Customers said we "lost our personality." We used to be scrappy. Now we sound like IBM.

CEO: One quarter.

Head of Marketing: When our engagement rate triples and customers start saying "this actually sounds like you guys," I want to burn that brand guide.

CEO: Deal.

P.S. - Nobody ever bought software because it "leveraged synergies." Stop using corporate jargon, and start telling stories that are actually authentic.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for marketing that sounds like it was written by a human.

I analyzed our last 1,000 videos at ClickUp. Here are 7 things that actually move the needle on our social media content:
(1) Instagram Trial Reels

Trial Reels are free A/B testing that nobody uses to test 3-5 different hooks. They don't show on your feed, so you can pick the winner for your "real" post. We tested 3 hooks - one got 13k views, another got 1M. That's a 77x difference.

(2) Actors cost less than your agency retainer

LA actors: $60-80k/year. They show up on time, take direction, and don't have ego. The social media gurus recycle the same 5 hooks everyone uses.

(3) Your social media "best practices" are why you're failing

I was told to always show the product, always use UTM links, make people argue in comments... I ignored all of it and now we generate 200M+ impressions/month now...the board loves it.

(4) Stop creating new content - recreate winners

Our HR guys dancing video hit 30M views. So we made finance guys dancing, then IT guys dancing, then Sales guys dancing. 100M+ views total that all stemmed from one winning idea.

(5) Weekly brainstorm meetings > Strategy decks

20 ideas go in every Monday, then 8-10 of the best ones survive after the team votes blindly. The winners get turned into content. This 2-hour meeting generates more pipeline than any strategy deck I've ever seen.

(6) Pattern interrupts that actually work

Opening a banana backwards, someone bursting out of a car trunk, literally circling someone's back when saying "circling back." Subtle confusion from visuals works just as well (if not better) than the words you actually say.

(7) Color-code your best/worst creative

Green = 20k+ views (recreate it)
Yellow = 5-20k (tweak the hook)
Red = under 5k (don't reuse)

This system turned random viral hits into predictable viral hits.

What else would you add to the list?

We spent $50K on a bunch of expensive Sony cameras at ClickUp, but our iPhone videos get 10x more views. This is just the tip of the iceberg on a bigger trend I'm noticing...

People scroll past overproduced content now because it signals corporate ad, not authentic insight. Raw content from a phone feels like you're letting them in behind the scenes, and that's what makes them stop.

I see founders all the time that wait to start creating content because they think they need the perfect setup.

They're shopping for cameras, researching lighting setups, and building out entire studios when they haven't even posted their first video yet.

It's absolutely insane because your audience doesn't care about your gear. Especially when you don't have an audience to begin with.

Whether you're just getting started, or you've been in marketing for 30+ years it's good to be reminded of the basics that actually matter.

The hook matters. The message matters. Authenticity matters. Production quality? Dead last.

tldr; If you can't make good content on your iPhone, your $5K camera won't fix that.

Set your phone up. Hit record. Say something worth hearing. Rinse & Repeat until it works. That's it.

That's the whole playbook.

Agree?

POV: You thought making a rap about ClickUp was a good marketing decision...

It was.

I’ve generated more than 1.8 BILLION views for ClickUp in the last year but NOTHING compares to my first taste of virality - when I FAKED winning the lottery in 2012.

Yep. Long before B2B memes, actors, and 300M-impression goals… I was a broke college kid at Virginia Tech with three friends, Photoshop, and a dumb idea that fooled the entire country.

Here’s what happened:
The Mega Millions jackpot was $640M.

Less than an hour after the drawing, with the help of Zeb Evans ClickUp CEO, I tweeted a Photoshopped “winning” ticket with nothing but:

👉 “My life has forever changed.”
That was it and the internet lost its mind.

Within hours I was trending globally. Journalists, fans, haters - even Good Morning America and CNN - flooded in.

People I’d never met proposed to me.
The DMs were… unhinged. Let’s just say some invitations were not PG-13.
My parents had to unplug their home phone because my small hometown Martinsville was convinced their son had just become a millionaire.

Meanwhile… we were goofing around in our apartment debating:
“Should we go out drinking tonight… or should we fool the world again?”

We chose the world - and it worked. Our entire goal with this prank was to get onto Comedy Central’s Tosh.0 - and it nearly worked.

That moment taught me my first real lesson in content:
When you understand attention, the world reacts. When you manufacture a moment, the world amplifies. 

When you break the pattern, people stop scrolling.

Fast forward to today, and the same principles drive everything we do at ClickUp:
• Make people feel something.
• Break the “B2B is boring” mindset.
• Be the cool brand in a boring industry.
• Study people harder than you study algorithms.

Because virality isn’t luck - it’s psychology, timing, and understanding humans.

Last click attribution misses 95% of the story which is why your LinkedIn campaigns are probably performing 10x better than your dashboard shows. 

We solved this...By using Dreamdata to connect pipeline data directly to LinkedIn. Now our algorithm optimizes for revenue, not vanity metrics.

Want the same visibility? Comment "DREAM" below.

Special week. Launched ClickUp 4.0 and we’re bringing the OG crew to the DR to work and celebrate. Grateful for the journey.

It still feels like we're just getting started.

I've written 4,000+ posts for ClickUp's social accounts, and cut my teeth on more failed posts than I'd like to admit. Now, every post I make needs to do at least 1 of these 3 things, or I don't post it at all (share this with your team):

Somewhere along the line B2B marketing got so far away from B2C marketing that it's become out of tune with what actually works on human beings.

That gives the saavy B2B marketer a huge opportunity to fill this gap for their audience. Try one of these angles out for your next post:

(1) Make your audience FEEL something

Anger, hope, or relief. The feeling "that someone finally gets it" is what I'm going for here.

We posted about pretending to understand what your boss said in that meeting while frantically DMing your coworker for translation. It blew up because we said what everyone was thinking but nobody talks about.

(2) TEACH them something they can use today

I'm talking about something they can implement before their 3pm meeting. That's the good stuff people will come back for more of.

Not just another framework or theory.

(3) ENTERTAIN them

Yeah, even in B2B you can entertain your audience.

We had our actors dress up as different departments and dance to old songs. Dumb? Maybe. But it got more than 30 million views while our product demos got 800.

Team leads and VPs are real people who doom-scroll at midnight & laugh at the same stuff everyone else does. Lean into that while the rest of the market is clueless.

If your next post doesn't do at least one of these, edit it until it does.

1 out of 3? Solid post.
2 out of 3? Now you're onto something.
3 out of 3? This is where things compound.

Thoughts?

PS - Let me know why you think B2B marketing has become so...boring. When did things first start to go wrong?

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

Every week I interview project managers using tools like ClickUp to learn about the content they actually watch. Their answers almost never match what "thought leaders" tell you to post about. Here's 3 questions you can steal to figure out what content your ICP wants you to create:

Most marketers live in a bubble talking to other marketers… which is great if your ICP is marketers. But if you're selling to anyone else, you have to escape the echo chamber and figure out what they actually consume.

So I started interviewing actual users. Share these questions with your team:

(Question 1) What content do you actually watch?

They never say LinkedIn thought leadership content. They say comedy sketches, TikToks, and YouTube videos about literally anything except productivity hacks.

That's when I realized that after 10 hours of actual project management, they don't want more project management content. They want to decompress.

(Question 2) What's something cool you learned last week?

Not one person has ever mentioned a framework from a carousel. It's always some random thing that stuck because it was entertaining first, educational second.

This told me to stop leading with value props and start leading with entertainment.

(Question 3) What would genuinely help you?

They don't want another "5 tips" post. They want to feel seen. They want someone to acknowledge that work is absurd sometimes. They want to laugh at the same corporate buzzwords that drive them insane.

So we created exactly that. We started making content that makes them laugh about their reality instead of lecturing them about it.

Project Managers spend 8 hours a day in meetings about workflows and optimization. When they open their phone, they don't want more of that. They just want to chill for a second.

A lot of these execs you're trying to reach - they're still regular people & they like to laugh..

15 minutes talking to actual users taught me more than 3 years of marketing conferences.

You're guessing what your audience wants based on what other marketers tell you. I'm asking them directly and creating exactly that.

One of us is getting 100M views from dancing videos.

Maybe try asking your audience what they want instead of telling them what they need.

We doubled our content performance in 90 days at ClickUp using a color-coded system. Here's how it works so you can steal it (bookmark this for later):

Most teams create content, then move on and never analyze what actually worked.

At ClickUp, we test everything so we can double down on the winners and ditch the losers. Here's the exact process:

Step 1: Create content for at least a full week

Don't analyze results daily, you need to give yourself enough data to spot patterns.

Step 2: Put all your videos/posts into a table

Links in one column, impressions in another, likes, comments, and so on. 

We use ClickUp for this (and you should too!)

Step 3: Color code everything - keep it stupidly simple

Green = Winner. It performed well.
Yellow = Potential. Needs tweaking.
Red = Miss. Don't repeat this.

Step 4: Make decisions

Reds: Stop making this type of content.
Yellows: Change the hook or format, try again.
Greens: Remake it. Your audience already proved they like it.

Most marketing teams try reinventing the wheel every week. This allows you to have an ongoing system. Then when trends happen, you can hop on them without breaking your entire process.

When something works, double down on it. Make more versions of it.

Your greens show you what your audience wants so give them more of it.

Do this every week and your numbers will climb because you're learning what works instead of guessing.

In App analytics are great, but there is something to having all your channels + posts in a single location to analyze and share with your team. It makes things more accessible.

Thoughts?

The most interesting distribution channel in 2025 isn't TikTok or LinkedIn.

It's AI model training data.

Let me explain:

Warner Music Group just partnered with Suno.

They went from suing to partnering.

Why?

Because they realized something:

If AI models train on your content...

Your brand becomes part of AI's worldview.

When someone asks ChatGPT for music recommendations?

The models trained on Warner content will recommend Warner artists.

This is distribution at the infrastructure level.

Not on the platform.

IN the platform.

And most brands are still thinking about this wrong.

They're trying to block AI from their content.

When they should be negotiating to be OVER-represented.

Because here's what happens:

AI becomes the default discovery layer.

The brands in the training data win.

The brands blocking it become invisible.

Same pattern playing out in:

Recruiting (AI resume screeners)

Sales (AI research tools)

Marketing (AI content generators)

If AI can't learn about you...

It can't recommend you.

Are you optimizing to be AI-discoverable or AI-invisible?

Huge move from the Replit team, Fast Mode is a real step up - and I don't even code haha! 5x faster workflows, and it’s free to try. Highly recommend checking it out if you haven't yet.

Replit is free for the first time ever! 
  
We’re introducing Fast Mode, a 5x faster way to build with AI. Complete tasks in under 30 seconds. 
  
And for a limited time, it’s completely free 
   
Try it out today at https://Replit.com

A2 Media

📌 Want to see some of our work? Click the video links below👇🏿
I run A2 Media. We’re a team of 8, and we help busy, lean B2B marketing teams create video content that drives pipeline.
💁🏿‍♂️ Our Website: www.a2media.ca 
📞 Book a chat: https://cal.com/ademolaadelakun/meeting

Reveal

Teaching the world how to do partnerships the right way. Through video and Nearbound.

Head of Video Production

Made Digital

We help online businesses build profitable and engaging brand experiences. 150+ merchants and counting.

www.madedigital.ca

Co-Founder & CEO

Alloy

Launch any integration for your business or customers in minutes with Alloy’s low-code, user-friendly iPaaS.

Partnerships Lead

Affirm

eCommerce Partnerships Lead

Partnerships Manager, Canada (PayBright)

Vagabond Cookies

Large, gourmet cookies delivered to your door once a month.

Co-Founder

Shopify

• Guided enterprise merchants ($350M+ GMV) on D2C best practices, industry trends, API & ERP support and social commerce strategies.
• Spearheaded the Merchant Industry Insights Project: built CS team’s credibility with merchants by providing high-value commerce content.
• Host of Shopify News: featured on Shopify’s twitter page, Shopify News is an external weekly social media round-up of product updates and company news.

Customer Success Manager

Vidyard

• Maintained a 95% retention rate across 97 active accounts ($500K GMV/account).
• Increased book of business to 500K (40% revenue growth) through upsell opportunities.
• Presented quarterly business reviews to C-level executives, VP’s, and Managers to outline KPI’s and growth plans.

The Art of Delivery

From appearing on CBC’s Dragon’s Den, to interviewing Leon Bridges, to performing magic in front of thousands of people, public speaking has changed my life. It can change yours too.

Public Speaking Consultant

Bedouin

• Recruited and managed Bedouin's sales team, closing $2M in 8 months.
• Worked directly with Bedouin's CEO to define the company's strategy on a monthly basis.
• Organized and facilitated 10 design thinking workshops for clients.
• Owned relationships with client CEO's directly, from conception through execution.

Account Manager

We help b2b SaaS marketers turn their video footage into leads | Founder at A2 Media | Ex-Shopify & Affirm.

📌 Most B2B brands don't lose to better products or services. They lose to better content marketing.

(We've got 1/3 client spots left for this quarter).

Hi, I'm Ademola! I run video strategy at A2 Media. We're an 8-person team that helps B2B SaaS teams turn video into a revenue-driving machine, with less than 2 hours a week from your team.

Here's what that looks like in practice:
→ Your sales team stops explaining the same thing 100x, because the content already did it
→ Your brand starts showing up in the feeds of people you want to close
→ Your pipeline fills with pre-educated prospects who already understand your value
→ Your content directly drives demos and closes deals, not just brand awareness

We don't make content for likes. 

We build systems that create leads, educate buyers, and position your company as the no-brainer choice.

We partner with B2B SaaS companies that have:
✅ $10M+ in Annual Recurring Revenue
✅ A Marketing and Social Team
✅ Camera-ready talent

Things we've done:
→ Okta: Built multiple video series → 20K subs + 1,000s of DevDay signups in months
→ Reveal: Built 4M+ organic impressions in new markets, resulting in acquisition by competitor
→ Nearbound: Reduced sales time to close by 50% with several targeted video series
→ Nice Commerce: 482% subscriber growth + multiple 5-figure deals through video content
→ A2 Media: Tripled inbound leads with audience-first video edutainment strategy

(We're also trusted by brands like, Chili Piper, Close, Openphone, and Sendoso).

Simply put: when you work with us, you won't need to explain your value on a sales call ever again. Your content does the selling.

Ready to turn your video strategy into content that actually drives results? Book a call with me.

www.a2media.ca

📸 Ademola Adelakun, MBET

Things I’ve actually heard on calls as a Black guy in tech:

“You’re so well spoken.”
“You don’t act Black.”
“I don’t see colour.”
“Do you actually talk like this all the time?”
"You're so professional."
“Was it hard growing up in Africa?”
“Is your dad in your life?”
“You like basketball, right?”
“How old are you? Wow, haha. You know what they say, black don’t crack”
”What’s good my brotha?”
“Word up, King”
“You’re one of the good ones.”
“You’re a fan of [insert rapper], right?”

If you’re on a call with someone and you catch yourself trying to confirm preconceived notions you have, please apologize and then hang up. 

Regards,
Your friendly neighbourhood Black guy.

P.S. Black people, what did I miss here that you’ve heard?

Ademola Adelakun, MBET

Our Videos Kick Ass for SaaS | We run your video marketing; you win more customers | 550+ videos created for clients.

It took me 11 years, and 14 attempts to build a great business.

Because sometimes that’s how long it takes.

We’re all obsessed with the idea of becoming an overnight success.

But we don’t put ourselves under that kind of pressure in 99% of other contexts.

As a baby, you didn’t learn to walk overnight.
You don’t learn a new language overnight. 
You don’t heal from heartbreak overnight.
You don’t recover from botching a magic trick in front of 3.1M people on national TV overnight (just me?)

So why do we expect to build the perfect business overnight?

Here’s what my journey actually looked like:

2014: Dreamed of being an entrepreneur.
2015: Pitched on Dragons’ Den Canada (got rekt).
2016: Got my Masters in Entrepreneurship.
2016: Realized I didn’t know anything about business → went corporate.
2020: Realized most businesses don’t know anything about business.
2020: 9 failed side hustles.
2020: First semi-successful one.
2021: Second semi-successful one.
2022: Burned out → quit everything → hauled ass/ran away to Mexico.
2023: Tried corporate again → remembered it sucks → quit in 4 months.
2023: Started a new business → Signed my first client → Became a full-time contractor.
2024: Signed more clients.
2025: Built a lifestyle business that lets me actually enjoy my life.

Took a minute, huh?

It makes me sad to see brilliant people give up on their ideas because they feel like it’s “taking too long.”

If you knew you were weeks away from a breakthrough that changed everything, would you keep going?

Probably.

So operate like you are.

Stay open-minded.
Talk to the right people.
Test things fast.

And don’t quit just because your timeline isn’t working out. 

Because it never does.

I’m excited to announce that I unknowingly am the engineer behind seamless payments millions rely on EVERY year. 

P.S. If you think we look alike, yes, you’re racist.

No alternative text description for this image

Running away from my problems in Canada, part 1. 

Hong Kong was magical. Next, the Philippines. 

P.S. Mom, Dad. Did you see that I put myself in my travel video for once? 👀

is anyone else's wrapped like, wayyyy too accurate??? 😅

A2 Media Wrapped (2025)

This is my latest masterpiece. 

No editing needed. For two reasons:

1. The subject Maggie Arai is stunning.
2. The sunset is also stunning.

In that order.

If you’re not following Maggie or that sunset on LinkedIn already, you’re missing out on peak vibes.

Why?

Just trust me bro.

📍Bangkok, Thailand.

P.S. I’m writing this post while on the back of a motorcycle to prove that I’m a local now (proof in the comments).

Today, I realized my old profile picture didn’t do A2 Media justice.

That’s why I spent $14.7M on a brand refresh.

I’m so excited to introduce: “i see u”

A profile picture that visually represents the watchful eye A2 Media keeps over all of your video marketing operations when we work with you. 

P.S. We’re now looking to raise a $14.8M round. My DM's are open.

In 2020, I started learning Japanese with one goal in mind.

Pull the world’s most epic prank on my friends. 

My plan was flawless: 

Step 1: Learn Japanese in secret for 1 year. 
Step 2: Host a big birthday party/gathering. 
Step 3: Fake a dramatic tumble and hit my head.
Step 4: Wake up “forgetting English” and only speaking fluent Japanese.

So I got to studying.

One week became a month.

A month became six months.

A year passed, and I still couldn’t speak Japanese even a little 😂

At that point, I gave up on learning in secret and decided to learn in public instead.

(That’s how I keep myself accountable. Tell as many people as possible about my goals).

Four years in, I finally felt comfortable speaking Japanese, joking, teasing, messing around… the way I do in English.

And once I realized I could finally express myself the way I wanted in Japanese, I chose a new goal…

Mess with as many Japanese teachers as possible. 

With card magic of course. Nothing crazy.

I mean, it’s only fair right? 

I couldn’t mess with my friends in 2020. Someone has to pay.

Learning Japanese has been one of the most humbling journeys of my life.

And there will always be things I need to learn.

That said, if I’m going to keep going, I might as well have fun with it - right?

Enjoy the video :). 

P.S. If you speak Japanese, DM me! Would love to chat with you 😁

My Fiancée (Maggie) is kicking me out of the house.

And the reason is pretty stupid if you ask me.

Picture this:
You've just had an amazing breakfast.
You're co-working at the same table as the love of your life.
The sun is shining.

And then *boom* you get a calendar invite.

All it says is, "Mastermind dinner."

And you think to yourself, "Omg, is this a date night where we talk about our business goals for 2026?" 😍

“What should I wear to this? I’m so excited!” 

Just as your heart is swelling with excitement she looks at you and says...

Her: “Did you get my invite?”

Me: “Yes, my love - I did! Where do you want to go to chat about our goals?”

Her: 😬

Me: “What’s up?”

Her: “Actually, this is a dinner I’m hosting for the ‘Founders who give a F*ck’ group. Are you able to find something else to do that evening?”

Welp.

So, the thing is… I’M not allowed to go. 

But if you’re reading this - there’s a chance that you're allowed to.

This is an exclusive group for founders that:
1. Have a mission-driven business (think: making people's lives better)
2. Believe in collaboration over competition
3. Know the best way to grow is with support and community 

It’s happening on December 17th, at MY HOUSE at 6:30pm.

Will someone let me know how it was?

I will be at Chipotle.

📌 Link here: https://lnkd.in/gqtncNBm

P.S. Even if you don't live in Toronto, apply for future versions. They'll be online, and I STILL won't be invited to those apparently.

I just learned a new magic trick. Thoughts?

Jokes aside, A2 Media’s tech stack and offer is about to be insane.

So what does that mean for our clients?

We’ve spent years mastering visual storytelling, editing, and all the invisible things that actually make viewers pay attention and learn to trust you.

Now combine that with AI tools that help us lean into those strengths and create more efficiently?

Things are about to get really interesting.

If you're looking to hit the ground running with video content that not only looks amazing, but actually wins customers, you're going to want to work with a team that’s done this many, many times before.

You need to make videos that position your brand as the obvious choice. 

Work with us 👉🏿 https://www.a2media.ca/

We’ve had a massive surge in inquiries this quarter, and we won’t be able to take everyone on. We’ll be choosing best-fit partners over the next couple of weeks.

P.S. Want to see our clients and results? Link in bio.

Last week, I spent $14.7M on a company rebrand.

This week, I’m quitting A2 Media to live amongst elephants in Thailand.

Jude, Patricio, if you’re reading this - split the company 50/50.

My lawyers will be in touch.

If you have questions and you need to contact me, don’t.

I’m one with the forest now.

Running away from my problems in Canada, part 2.

I finally got to meet part of my team in the Philippines! 

And somehow they’re even cooler in person.

Of my 5 weeks in Asia, the three days we spent together were among the most memorable.

We all flew to Cebu, grabbed a beautiful villa-like Airbnb, and just… vibed.

Sun, food, stories, dancing, laughs. The good life.

I mean, look at how much fun we had together 😌

Your team is one of the most important, if not THE most important decision you’ll make for your business.

If you can find insanely talented people who are also genuinely good human beings, you’ll build things that you didn’t think were possible. 

We wouldn’t be anywhere without you guys, and I’m very grateful and blessed to have you. 

I miss you guys already. 

Let’s make 2026 our best year yet. 

P.S. Patricio Londaits, Jude A. Alonso, and Noel, you’ll be at our next retreat, yeah? 😁

You don’t know suffering until you’re one minute into a deep-tissue massage and realize you have to hold in a category-5 fart for 59 more minutes.

The last 5 weeks have been unreal.

From chilling in Hong Kong, to spending time with half of my insanely talented team in Cebu, to hanging out in my favourite city in the world, Bangkok, and even attending one of my best friend's weddings while I was there.

I couldn't have asked for a better reset. 

However, going from paradise and perfect weather to SNOW AND FREEZING TEMPERATURES IN CANADA HAS BEEN HARROWING.

WHY DOES ANYBODY LIVE HERE? EXPLAIN IT TO ME.

Anyways, Bangkok, I'll see you again in April :).

And who knows, we just might end up staying there long term 😉.

P.S. I need all of you to help me convince our families to move there. Petition coming soon.

LinkedIn: "We want to see more thought leadership videos."

Me: *Makes fart jokes*

PSA: Take a sec to slow down please. Do you like sunsets?

Cool. Take a sec to watch one with us, then go about your day :).

The point of a sales video isn’t to hype up your company.

It’s to change what your viewers believe. 

We all know hard selling rarely works.

And most teams are STILL hard-selling in their content… they just think that they're slick 😂

But c'mon, we both know that your viewers are smarter than that 😅

Sales videos that actually convert do these four things exceptionally well:

1️⃣ They speak to one person.

Not everyone, just your best-fit buyer. You’ve done enough research to talk directly to that person’s current reality. That’s the kind of magic that makes viewers say things like “This video is literally me lol” and then proceed to watch the whole thing. 

People love when things feel personalized, and when they come at exactly the moment they needed to hear it.

2️⃣ They meet your viewers exactly where they’re at now.

Their frustrations. Their confusion. The beliefs they’re holding today. The best sales videos start their scripts there. By showing your viewer that you understand them, and that you (or your customers) have been in their exact shoes, you build trust that you can actually solve their problems.

3️⃣ They break the misconceptions that keep people stuck.

Buyers need to see what happens when bad-fit paths are explored too. The tactics that flopped, the assumptions that weren’t true, the detours that wasted time. 

When you share the false beliefs you held (or your customers held) and how acting on them actually made things worse, the viewer feels their own beliefs start to crack. And once that happens, there's room for new beliefs in their mind.

4️⃣ They show what helped you and your customers change everything.

Once their old beliefs have shattered, you can show them a new path forward. A future your buyer actually wants. When people see their own story reflected throughout the entire journey of your sales video, they don’t feel hard sold, they feel understood. Then they realize something needs to change.... And that’s where you come in, my friend 😉.

There’s a name for this structure. It's called "The Epiphany Bridge 💡"

We implemented this about a month ago, and the results have been insane.

Our current hero sales video has a conversion rate of 30%.

So I’m sharing our full Video Sales Letter breakdown with you.

Because all of us deserve a sales video that actually sells, right?

Here's how you get it: 

→ Step 1: Tell me one thing you love about me in the comments. I'm a words-of-affirmation kinda guy.
→ Step 2: DM me. My auto-responder will send you the breakdown instantly. 

‼️ DM me before Saturday, December 13th. After that, the link disappears (My auto-responder only gives me 300 characters and I need that real estate for other things 😂).

Word of caution: Use this wisely. This is powerful stuff.

Are most Black Friday/Cyber Monday (BFCM) deals a scam?

If you don't think so, prove it: 

Link the most insane deal you’ve found this month in the comments👇🏿

Anything goes! Gadgets, subscriptions, kazoos. IDGAF. 

Let's all help each other out. 

This is all because I have a terrible habit of missing good deals, regretting it for a year, and then missing them again 😂.

NO MORE. 

I’ll start. A friend of mine told me about a ridiculous deal from Higgsfield AI. If you’ve been curious about AI video and you want to hit the ground running, try it out. It aggregates all of the best video AI tools currently out there. 

(This is not sponsored lol).

Link for the Higgsfield deal in the comments. 

P.S. If you’re the one running a BFCM deal, plug yourself below. 

P.P.S. I bet you're wondering who designed this graphic? It was me. I'm available for hire. Book me before my rates go up in 2026.

taplio

The Battle

Chris Cunningham

📸 Ademola Adelakun, MBET

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taplio

The Battle

Chris Cunningham

📸 Ademola Adelakun, MBET

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Chris Cunningham's LinkedIn Performance

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