Founder of StrategyBreakdowns.com

TLDR: Worked in strategy consulting → Joined strategy team at Atlassian → Started writing strategy case studies → People liked them, so I left my job and went full-timeCheck it out → StrategyBreakdowns.comFor Partnerships Inquiries → passionfroot.me/strategybreakdowns

Tom Alder

This cheeky ad campaign is a masterclass in making people stop and laugh.

Airport billboards plastered with uncomfortably close faces and... features. 

Imagine touching down after 20hrs of international travel and seeing a 20ft nostril.

You'll probably chuckle, jump in an Uber, and remember that nose for weeks.

This is how you win the attention economy in 2026.

—

📌 P.S. I originally came across this campaign because it was going viral and came up on one of my ‘outlier trend’ dashboards. 

Lots of people asked me how I set this up, so I made a free tutorial teaching you exactly how I spot these trending topics / content / products in a few seconds (using free tools): https://lnkd.in/dnxsxJRm

In 2025 I went from $13k/mo to $24k/mo.

In 2026 I'm chasing $50k.

But honestly, my biggest wins were outside of work:

→ Packed up my cosy life in Australia
→ Donated/sold 90% of my physical possessions
→ One-way flight across the world

I've spent the last few months living in: Manhattan. Brooklyn. Barcelona. A tiny beach town called Torredembarra about an hour south of Barca. Valencia. Granada. Madrid. New York again. And now, East London.

2 years ago this was literally a dream I scribbled in a journal. 

Still feels totally surreal when I stop and think about it.

Thank you for reading this past year.

Let's win in 2026.

Anyone in London - hit me up!

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

The Xbox website in 2004.

Bring back the weird and wonderful web.

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

Summer 2009: Airbnb was stuck at $200 per week (!) in revenue… for 8 months straight.

Founders Brian Chesky and Joe Gebbia were running out of money and hope.

When they looked at their worst-performing listings, they all had something in common: "The photos sucked."

People were using flip phone cameras or blurry unedited photos. 

Properties were being undervalued because potential guests couldn't properly assess what they were getting.

The solution: doing something that seemed "unscalable".

The founders:

→ Flew from Mountain View to New York
→ Borrowed professional cameras  
→ Personally photographed 24 hosts' apartments

Result: Revenue doubled to $400 in one week.

This wasn't just about prettier pictures. It solved Airbnb's fundamental marketplace trust problem:

• Guests buying an experience they can't return
• From strangers they've never met
• With no way to verify quality beforehand

Professional photos provided instant credibility, visual proof, and increased perceived value.

The strategy didn’t stop there.

It sparked Airbnb's global Photography Program:
→ Network of 2,000+ freelance photographers
→ 35,000 listings shot across 5,000 cities
→ Listings with pro photos earn 2.5x more bookings

The lesson: Sometimes winning means stop coding and start knocking on doors.

—

💡 If you enjoyed this, it originally appeared in my free 3-minute newsletter, 'Strategy Breakdowns'.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

The value of $1,000 invested 10 years ago:

Amazon (AMZN) → $4,430
Netflix (NFLX) → $5,110
Apple (AAPL) → $8,170
Tesla (TSLA) → $33,630
AMD (AMD) → $123,010
Bitcoin (BTC) → $138,460
Nvidia (NVDA) → $157,870
XRP (Ripple) → $263,160
Dogecoin (DOGE) → $367,590
Ethereum (ETH) → $2,013,020

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

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Founder of Strategy Breakdowns

I'm hiring a writer!

But not just a "writer."

A Superwriter.

Here's how to know if that's you:
→ You're subscribed to like 20+ newsletters
→ You compulsively screenshot great emails, ads, charts etc
→ You can write about complex business concepts in a simple and engaging way
→ You use Claude/Perplexity/Deep Research/Zapier/Notion better than anyone you know

The job: Produce the best strategy case studies on the internet.

Start with 1-2 breakdowns per week.

As a Superwriter, a core part of your role *from Day 1* is building systems, templates, automations, and agents for research, curation, creation, editing, visuals etc.

Note: This role is *not* for you if you don’t know how to (or don’t want to) work with AI/automation to improve your output (more engaging writing, more thorough research, faster graphics, etc)

What you'll get:
- Front-row seat to a fast-growing internet media business
- Work directly with me - I'll teach you everything I know about writing, audience building, sponsorships, and anything else you're interested in
- Freedom to follow your curiosity and shape the role over time
- Access to pro versions of best-in-class tools (Claude, ChatGPT, Notion, Canva, Wispr Flow etc)
- Write + build things that reach hundreds of thousands (sometimes millions) of people in tech
- Fully remote, work from anywhere in the world

If this sounds like you: Job Description + Application in the comments 👇
If this sounds like someone you know: Tag them!

110,803 people read my weekly strategy essays, but I have 2 HUGE problems:

1. They aren't good enough
2. Not enough people read them

So...
✏️ I'm hiring a writer to produce the best strategy case studies on the internet!

→ I don't care about your CV.
→ I care about your screenshots folder.
+ the newsletters / YouTubers / books in your content diet.
+ how many hours you've spent using Deep Research / Claude Code / Nano Banana.

Important note: this isn't an ordinary 'Writer' role.
I'm looking for a 'Superwriter'.

You won't just write. You'll build systems.
AI research workflows. Notion Templates. Infographics. Charts. Surveys.

Exceptionally high quality bar + thinks in leverage.

This starts at 1-2 articles per week. Will grow into much more.
Fully remote. Work from anywhere.
Reach millions of tech founders + leaders each month.

If this sounds like you: Job Description + Application in the comments 👇
If this sounds like someone you know: Tag them!

Steve Jobs tried his best to acquire Dropbox, but couldn’t (and ended up launching a competitor instead).

In 2009, he made them an offer most startups dream about:

9-figure acquisition.
Plug into Apple’s ecosystem.
Direct access to Apple’s users.
Validation from a Silicon Valley icon.

But Dropbox’s founders declined. 

Jobs doubled down, saying it was "a feature, not a product."
He threatened that if they didn’t agree to an acquisition, Apple would “kill” Dropbox by launching their own storage product:
→ iCloud

But he was wrong.

iCloud was a huge success, but wasn’t enough to stop Dropbox’s historic run:

In just 7 months, Dropbox had accumulated 100,000 users.
Within 18 months, 500,000.
By October 2009, they'd crossed 2 million users.

A single mechanism was driving over one-third of all new signups:
→ Their iconic referral program 
(”Invite your friend to receive an extra 10gb of free storage”)

It was so effective that within 6 months, it was generating 2.8 million referral invitations monthly.
1 invitation sent every single second (!)

The trajectory from there went exponential:
→ 50 million users by 2011
→ 100 million users by 2012
→ 500 million users by 2016

In 2017, Dropbox hit a milestone faster than any other software company in the past: $1 billion in ARR.
The referral architecture powering Dropbox's growth combined behavioural psychology, network effects, and incentive design.
There’s something every builder can learn from what is arguably the most successful customer acquisition program in SaaS history, so I've deconstructed the 3x underlying principles into a free guide. 

🎁 Here’s the guide → https://lnkd.in/gc9-ih8J

Happy Monday. I got in a heated debate over the weekend. Help me settle this:

I've been daydreaming about redesigning the Strategy Breakdowns website for at least a year. 

Picture this:
→ An infinite canvas. Every article as a card in a grid. 
→ A new interactive way for readers to explore the archive. 

But it’s always sat in the embarrassingly long “maybe one day” pile.

Recently I came across a tool that let me prototype it in an evening.

It only took about 2 minutes of "aha" moments and "oh damn that's cool" design decisions for me to realise i had to turn my rainy-night-in into a breakdown.

The tool is called Alloy - it captures your existing product and lets you vibe on top of it

Most tools are fighting over hobbyists and side projects, so Alloy carved out its own niche: professional product teams prototyping on existing apps

Lots of clever product-led-growth mechanics and smart user psychology baked into this tool. 

✏️ Check out the full breakdown on your new favourite vibe-coding tool: https://lnkd.in/dudG8b6G  and here’s the interactive prototype I made: https://lnkd.in/dVy8zaX3

i can't stop thinking about how all software looks the same now

in the early 2000s, winamp let users completely redesign the interface

→ alien heads
→ video game themes
→ animated creations

it sparked one of the internet's first user-generated design communities

there's actually a museum preserving 100,000+ skins from that era (link below)

somewhere along the way, we lost something special:
→ the ability to add personality into the tools we use every day

my secret wish is that AI brings back the 'customisation layer'

software that feels yours

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

Software looks the same 

40 years of enterprise software in one chart:

Ownership → subscription → consumption → autonomous 

We're entering an unrecognisable era.
The winners of the next decade will be defined by AI GTM, outcome-based pricing, and the merging of software and services.

We hear a lot about the ‘one-person unicorn’.
A single operator building a billion-dollar company with new business models unlocked by AI.

Im curious - what do you think that business actually *looks* like?
Whats the product? How is it marketed? How does the company operate?

Something I’ve been wondering a lot about lately. Keen to hear your thoughts 💭

—

👉 P.S. If you enjoyed this post, you'll love my newsletter - a 3-minute breakdown of the strategy playbooks and growth hacks behind the world’s greatest companies.

Join 110,000+ strategy nerds from companies like Google, Meta, Atlassian, and Netflix: https://lnkd.in/g2FWfXGR

Alex Banks

Building a better future with AI

Alex Banks is a founder, creator and investor. He reaches over 1 million people on social media each week with insights into the world of artificial intelligence (AI).

He is the founder and writer of The Signal, a weekly newsletter that cuts through the AI noise to over 55,000+ readers.

Alex is also an active early-stage investor and advisor to startups across the AI and technology landscape.

👉 All partnerships, enquiries and speaking engagements: contact@noisemedia.ai

Writer

This should be illegal.

We’re entering a world where nothing can be trusted online:

I recently came across this video using Kling Motion Control.

It takes your movements and puts them in anyone's body.

Here's how it works:

→ Record yourself doing any movement
→ Use AI to generate a character image
→ Kling 2.6 merges the two seamlessly
→ Your moves, their face

We've now hit the threshold where it's impossible to discern whether someone is human in the digital world.

My takeaways:

The implications are huge in Hollywood:

→ Using someone's likeness without them present
→ Character swapping cost trends to near-zero
→ Reshooting scenes without actors on set

I also see new markets emerging:

→ Individuals renting out their identity
→ Licensing your likeness for content creation
→ Actors selling "performance rights" to their digital twin

Finally, proof of authenticity will become essential infrastructure, not just a nice-to-have.

Sam Altman is already building a global identity verification system using iris scans to fight against fraud and bots.

I believe we'll see identity become the next great asset class.

Follow me Alex Banks for daily AI highlights and insights.

P.S. If you liked this post, you'll love the newsletter.

I help you learn AI each week.
↳ Subscribe here: https://lnkd.in/ePSZP6KF

Video credit: ederxavier3d on Instagram

OpenAI lost 22% market share in 12 months.

Gemini is eating their lunch.

The first Global AI Tracker of 2026 just dropped.

Here's what caught my attention.

Market share as of Jan 2nd:

→ ChatGPT: 64.5%
→ Gemini: 21.5%
→ DeepSeek: 3.7%
→ Grok: 3.4%
→ Perplexity: 2.0%
→ Claude: 2.0%
→ Copilot: 1.1%

12-month transformation:

→ ChatGPT dropped from 86.7% to 64.5%
→ Gemini exploded from 5.7% to 21.5%
→ Grok didn't exist and is now approaching DeepSeek

12-week data change:

→ OpenAI: -22% (their worst period on record)
→ Gemini: +49% (relentless momentum)
→ Claude: -14% (stable but dipping)
→ Grok: +52% (fastest growing)

Driven by the winter break, daily visits dropped to August-September levels across all tools.

But the underlying trends are unmistakable.

My takeaway:

This is OpenAI's make or break year.

It will take an incredible model (GPT-6+) from them to restore faith.

Claude Opus 4.5 with extended thinking is now my go-to model for practically every task. I rarely use GPT-5.2 as Opus 4.5 is faster, better, and more consistent across my daily work.

If Anthropic keeps shipping at this pace, they could overtake OpenAI by the end of the year.

The AI race has never been more competitive.

Follow me Alex Banks for daily AI highlights and insights.

I cover the most important AI developments each week in my newsletter.

Subscribe here: https://lnkd.in/ePSZP6KF

NEWS: Okta just exposed AI's biggest blind spot.

Most companies aren't ready.

I sat down with Shiven Ramji, President of Auth0 at Okta, to find out what's being missed.

The problem is bigger than you think:

→ 80% of breaches already involve compromised identity
→ 91% of organisations are deploying AI agents
→ Only 10% have a governance strategy for managing them

Traditional security was built for deterministic apps.

AI agents are anything but.

They access sensitive data at machine speed, far faster than any human ever could.

4 things developers need to get right from day one:

1. Authentication 
↳ Verify the agent is working on behalf of who it claims

2. Human in the loop
↳ Sensitive transactions need async authorisation

3. Fine-grained permissions
↳ Ephemeral access that expires when the task is done

4. Secure connections
↳ No more static API keys scattered everywhere

The future Shiv predicts:

Memory will become tied to identity.

Right now, your context is locked inside each platform.

Eventually, you'll want to take your AI memory with you across tools.

My takeaway:

AI security is identity security.

You can't have one without the other.

The AI agent market is projected to hit $250 billion by 2034.

The companies racing to deploy without solving identity will learn this the hard way.

Follow me Alex Banks for daily AI highlights and insights.

Google's best learning tool is free.

This is how I learn anything fast.

NotebookLM lets you:

→ Upload any sources (docs, websites, research papers)
→ Use Deep Research mode to auto-pull 40+ cited sources on any topic
→ Transform everything into multiple learning formats

The 10 outputs it generates:

1. Chat Q&A → Plain-English answers with citations
2. Audio Overviews → Podcast-style explainers for commutes
3. Video Explainers → AI-narrated with custom visuals
4. Mind Maps → Explore concepts from first principles
5. Reports → Study guides, briefing docs, blog posts
6. Flashcards → Spaced repetition for terminology
7. Quizzes → Test what you actually retained
8. Infographics → Visual summaries in one click
9. Slide Decks → Presentation-ready in minutes
10. Data Tables → Structured comparisons automatically

Real-world business applications:

• Sales teams: Turn product docs into client-ready slide decks
• Onboarding: Create video overviews new hires can watch on day one
• Documentation: Generate infographics that replace 10-page guides nobody reads
• Training: Build quizzes that test whether your team actually retained the material
• Executive briefings: Summarise 50-page reports into 2-minute briefing docs

The people who win in 2026 are those who can learn anything quickly and apply it immediately.

NotebookLM is how I do that.

I wrote a full breakdown with video walkthroughs in my newsletter this week.

Read it here: https://lnkd.in/exymi6vU

Google just dropped AI into Gmail.

3 billion inboxes are about to change forever.

Gmail is entering the "Gemini era" with features powered by Gemini 3.

Here's what's new:

1. AI Overviews

→ Summarises entire email threads into key points
→ Ask your inbox questions in natural language
→ "Who gave me a plumber quote last year?" to instant answer

2. Help Me Write

→ Polish emails or draft from scratch
→ Rolling out to everyone for free
→ Next month: pulls context from your other Google apps

3. Suggested Replies

→ One-click responses that match YOUR writing style
→ Uses conversation context for relevant suggestions
→ Free for all users

4. Proofread

→ Advanced grammar, tone, and style checks
→ Available to Google AI Pro and Ultra subscribers

5. AI Inbox (coming soon)

→ Filters out clutter automatically
→ Identifies your VIPs based on email patterns
→ Surfaces high-stakes items like bills and reminders

Availability:

• Rolling out today in the U.S.
• English first, more languages coming soon
• Some features require Google AI Pro/Ultra subscription

My takeaway:

Email was revolutionised by Google once in 2004.

They’re now doing it again 22 years later.

Only this time they’re embedding AI where 3 billion people already live.

I hope Google prioritises better phishing detection as part of their AI strategy in Gmail.

I think this could be a really wonderful feature to help educate users on dangerous activity.

AI is no longer a separate tool but is now invisible infrastructure.

Follow me Alex Banks for daily AI highlights and insights.

I’ll be doing a full breakdown in my newsletter this week.

I cover the most important AI developments to keep you ahead.

Subscribe here: https://lnkd.in/ePSZP6KF

I built an AI version of myself.

It's trained on 100+ editions of my newsletter.

ElevenLabs just made this possible with their Agents platform.

Here's how I built "The Signal Brain" in 5 minutes:

1. Create a blank agent
↳ Head to ElevenLabs
↳ Select “Agents Platform” 
↳ Create a new agent from scratch

2. Upload your knowledge base
↳ I compiled all my newsletter editions into one document
↳ The platform uses RAG to vectorise and store your content
↳ Supports files up to 21MB each

3. Configure the system prompt
↳ Define the agent's role and personality
↳ Set the first message and system prompt
↳ Choose your LLM (I used Gemini 2.5 Flash)

4. Clone your voice
↳ I've already created my voice in ElevenLabs Studio
↳ Now my agent literally speaks like me

5. Publish and share
↳ Get a shareable link instantly
↳ Embed it on your website
↳ Let anyone interact with your knowledge

My takeaway:

What once required a team of engineers can now be done in minutes.
Whether you're a creator, educator, or business owner, you can now build an AI trained on YOUR knowledge that speaks in YOUR voice.

The best part is it’s available 24/7 for anyone to ask questions through text or voice.

This is the democratisation of AI agents in action.

Create your agent here:
https://lnkd.in/ebUgMThi

P.S. I'll be sharing the link to try The Signal Brain in the comments below.

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Tom Alder

Alex Banks

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The Battle

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Alex Banks

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Likes

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);}Tom Alder's LinkedIn Performance

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