E.J. Kefford

AI & growth consultant | Founder @KeffordConsults | Practical business growth consultant | Mediator & philosopher who enjoys life |

[E.J. Kefford @EdwinKefford]

@InternetH0F How will we watch blu ray or dvds? 📀

[E.J. Kefford @EdwinKefford]

@Notwokenow So, digital id? 🪪

[E.J. Kefford @EdwinKefford]

Amazing what is happening in the world to advance the field of robotics. I can hardly imagine the day coming soon where we see autonomous robots working farms, building buildings and creating abundance.

[Tansu Yegen @TansuYegen]

China is teaching humanoid robots housework inside data centers.

[E.J. Kefford @EdwinKefford]

Big changes to the gaming industry.

[Shanaka Anslem Perera ⚡ @shanaka86]

On the same day Sony told a billion gamers to embrace digital forever, it quietly showed them the catch.

Two announcements, one blog, an hour apart.

First: from January 2028, no new PlayStation game will ship on a disc, digital only.

Second, buried below: Sony is closing the online stores for the PlayStation 3 and Vita, so you will no longer be able to buy games there at all.

Read together, they are not two stories. They are the whole argument about what you actually own.

A disc is the last thing in your home a Silicon Valley company cannot reach. A PlayStation game from 1994 still works today, and the law lets you resell it, lend it, keep it forever.

That is ownership. It is protected by something called the first-sale doctrine, and it applies to physical objects. It does not apply to digital purchases. That is not Sony being cruel. That is the quiet legal truth underneath the whole shift.

Sony's own spokesperson said it plainly today. With all digital content, you are not buying the game. You are buying a personal license for non-commercial use. Not the thing. Permission to use the thing, which depends on the company's servers and goodwill. They once pulled a game called Concord two weeks after launch. Buyers got refunds, but the game itself simply vanished.

This was never really about discs versus downloads. It is about moving the largest entertainment medium on Earth from a world where you own an object the law protects, to one where you hold access the law treats as rented.

Convenient, cheaper, and easier for almost everyone. Also revocable in a way a disc never was.

The click of a disc into a console was ownership. The download is permission. Sony just showed you, in a single morning, how differently the two age.

Do you agree with what Sony did??

[E.J. Kefford @EdwinKefford]

I actually love this idea and wish more companies would have the foresight to empower their employees on social media.

[Alex Lieberman @businessbarista]

Hot take: companies should turn their employees into influencers.

It's a win-win:
- Makes employees more marketable in their careers
- Builds trusted distribution for your company, which drives sales, hiring, and partnerships

How to do it well:
- Incentivize employees to post via social currency & financial upside
- Remove friction to create (while having a full-time job) via agentic workflows or dedicated production/editing hires

How we're doing it at @tenex_labs:

1) I built a directory of skills, called the Content Machine, that helps employees go from blank page to published non-slop content in 15 minutes. Will be breaking it down with @clairevo tmrw.

2) We launched the Tenex Creator Cup today. Feel free to copy the format:

What it is: A monthlong challenge to get us all posting. You don’t need an audience to win. You just need to show up.

How to play: Post on social (LinkedIn or X). Every time you post, drop the link in #replyguys. That’s it. That link is how you get scored, how teammates find your post to support it, and how you get entered for prizes.

How points work:
- Post of the day: 10 pts (one counts per day, so no spamming)
- Genuinely engaging with a teammate’s post (real comment or repost, not "cool" or "great post"): 3 pts, up to 5/day
- “Editor’s Pick”: best post we spotlight each week: +50 pts

Reach and follower count don’t earn points. Showing up and supporting each other does.

Weekly games: a new theme and a new winner every week
Week 1 · Full House—the whole team’s going for one goal together. The game: if at least 70% of us post on social at least once this week, we unlock the week 1 prize—and everyone who posted gets entered into a draw to win it.
Week 2 · Show Your Work—best build-in-public post. Team votes.
Week 3 · Hot Take—best-performing opinion post by engagement rate, so audience size doesn’t decide it.
Week 4 · Tell the Story—best narrative/long-form post. Team vote + founder pick.

Each week has its own prize. The metric changes weekly on purpose, so it’s never the same person winning.

Monthlong games:
1) Points Leader—most total points across the month.
2) The Breakout—biggest growth from where you started. Snap a screenshot of your follower + engagement numbers at kickoff, another at the end. Going from 200 to 900 engaged followers can beat someone who started at 8k. This is the one we most want to reward.
3) The Streak Raffle—post at least twice a week, every week, and earn a raffle ticket each week (up to 4 total raffle tickets). We draw winners live at the finale. Pure luck—you just have to keep showing up.

Two rules: Posts have to be real and sound like you. On-brand, substantive, your actual voice. One-line filler and generic AI-written posts don’t count.

FAQs:

• Why does it make sense for you to help employees become more marketable and get poached?
3 reasons:
- Helping your employees drive trusted distribution makes you a more marketable employer and drives far more candidates than employee attrition
- By having an always-on employee content motion, you'll have a farm system of up-and-coming creators even as folks leave
- Most employers won't invest in this capability, which will drive retention for employees who value the investment you're making in their audience-building

• How do you deal with employees saying something they shouldn't say?
- Be clear about what employees should and shouldn't say. I.e. at Tenex, the team knows never to mention clients or identifying information about clients unless they've provided explicit approval.
- If you're a bigger company, you likely have a compliance department. Allocating a light compliance review, if necessary, to this program is net worth it.

How do you keep employees focused on their FT job, while also doing this?
- It's pretty simple. Tell them that their day-to-day responsibilities always come first and make sure their compensation reflects what you want them to prioritize. High agency people are capable of handling multiple priorities and executing at a high-level. You don't need to baby people.

How do you measure the impact of the program?
- Awareness: lift in website traffic and social impressions
- Impact: lift in job applicants and inbound leads ideally with attribution to referrals, social, or tenex employee

[E.J. Kefford @EdwinKefford]

@ArthurSteggles @Demo4fhs $12 artisan sourdough now. 🤣

[E.J. Kefford @EdwinKefford]

@shazcodes Yup. My company had a young man tragically pass from scuba diving. We all went to his funeral but his job was filled before the service. Sad and sobering reminder.

[Interesting things @awkwardgoogle]

During a World Cup football match, a QR code appeared on the stadium screen.

After fans scanned it, thousands of phone flashlights inside the stadium were synchronized to form a coordinated light display across the stands. 🤯

[E.J. Kefford @EdwinKefford]

Spent the last two years turning the way I actually work with clients into a proper system. It’s ready. Real results for clients are already coming through.

If you’ve been carrying too much on your own, I’d genuinely like to help.
https://t.co/cr3dsy2Qkt

[E.J. Kefford @EdwinKefford]

@ThinkAppraiser Never be disorganized with invoices again. There's a free, easy to install automation, with all the instructions, on my site that will scrape your email for invoices and create you an updated excel. Just create an account and install https://t.co/KN54d3H4Ya

[E.J. Kefford @EdwinKefford]

I really hope some clever person at In-N-Out marketing is capitalizing on these great endorsements.

[NOBUNAGA🇯🇵🏯_夏樹蒼依 @japan_nobunaga]

I went to In-N-Out and ordered a cheeseburger. The cashier, a calm young woman named Destiny, asked me a question I did not expect.

"You want that Animal Style?"

I paused.

I did not know what this meant. But a samurai does not admit he does not know. So I answered with weight.

"...Animal Style."

"Cool. So that's mustard-grilled, extra spread, grilled onions, pickles. Yeah?"

I understood now. This was a sacred permission. For one meal, I was being told to put down my manners at the door. To eat the way a beast eats, without shame. I had waited my whole life for someone to give me this order.

"Yes," I said. "I will become the animal."

Destiny did not blink. "...Okay. You want your fries Animal Style too?"

I stopped. Even the potatoes?

"The potatoes also become animals?"

"I mean, they get cheese and sauce and grilled onions, so..."

"Then yes. Let the potatoes abandon their restraint as well."

"...Got it." She was the calmest woman I have ever met. "3x3, 4x4, or just the one?"

I did not know these numbers, but I knew a challenge when I heard one. "How many must I face?"

"It's, like, how many patties you want."

"How many is the most honorable?"

"...Four is a lot."

"Then four. A warrior does not ask for fewer."

She wrote it down without argument. A 4x4, Animal Style, with animal fries. She warned me once, kindly. "That's gonna be huge." I told her I was counting on it.

It arrived. It was a tower. Cheese and sauce ran down my hands the moment I lifted it. There was no clean way to eat it. There was no dignified way. That was the entire point.

I ate it like a beast. Both hands, no honor, grilled onion on my chin, and I have to be honest with you, it was the best thing I have ever put in my mouth.

For thirty years I have kept my manners at every table in the world.

They handed me a burger and told me to be an animal, and I have never felt so free.

So tell me, America.

The whole country knows the secret menu. What else are you hiding in plain sight?

And "Animal Style." Was I eating the animal, or finally becoming one?

[E.J. Kefford @EdwinKefford]

@ridark_eth @grok isn’t this what you do in the app with the projects folder?

[E.J. Kefford @EdwinKefford]

@msiziworld @grok please explain the offer from Apple.

[E.J. Kefford @EdwinKefford]

@TheSpacerr This is all too common. Happened to me so I built my own small business consultancy. If you want any help or advice, consider me a resource. @KeffordConsults

[E.J. Kefford @EdwinKefford]

That’s the game! 2-0 American victory. A heated match. World Cup soccer. Aussie Aussie Aussie. Well done to all the players. I will look forward to this grudge match again next time. Thanks for hanging with me! Cheers 🍻

[E.J. Kefford @EdwinKefford]

Referee down! Getting stretched out. Electrolytes. Shoulda had more orange slices at the half.

[E.J. Kefford @EdwinKefford]

USA getting down for a shot on goal one more time. Blocked down the field and the American earns a yellow as Australia tries to take it the other way.

[E.J. Kefford @EdwinKefford]

90th minute +6. Aussie should have been red carded. Pushed old mate from behind it looked like.