Everard Hunder

Commercial marketer. Services focus. Ocean swimmer. 96-hour faster. Edible garden. Wannabe chef. Peated scotch drinker. Optimism bias. More hugs, less bite.

[Everard Hunder @everardhunder]

@simon_ree So many examples. Australian scientists dominated solar panels long before other countries got on board. Great example: should have been a leading industry of ours. Instead, or best minds went overseas.

[Everard Hunder @everardhunder]

@justin_ternes @tyromper Just finished a 96 after many 72s. A whole new level of healing. Will only do 96s from now on. I too do this seasonally.

[Everard Hunder @everardhunder]

@BasilZoccali 😂

[Mark Manson @Markmanson]

The older I get, the more I realize that success at most things isn't about finding the one trick or secret nobody knows about.  It's consistently doing the boring, mundane things everyone knows about but is too unfocused/undisciplined to do. 

Get good at boring.

[Hiten Shah @hnshah]

Most people don’t respect momentum. They treat it like a nice-to-have instead of what it really is: the single most powerful force in execution.

Momentum doesn’t just make things easier. It changes the game. It turns hard problems into solvable ones. It makes good ideas spread faster. It removes friction, attracts talent, and creates its own gravity. When you have momentum, people take you more seriously. Doors open that would have stayed shut. The work that used to feel impossible starts to feel inevitable.

But momentum is fragile. It takes months to build and seconds to lose. A bad decision. A slow response. A few weeks of hesitation. Suddenly, everything that was flowing starts to stall. The compounding effect reverses. The energy fades. And once momentum is gone, getting it back is ten times harder.

The top 1% understand this. When they gain momentum, they move like their life depends on it. They don’t stop to admire their progress. They don’t slow down for comfort. They press harder. They know momentum isn’t something you manage, it’s something you ride. The second you ease up, it starts slipping away.

The first step is recognizing momentum when you have it. Most people don’t. They waste it. They assume it will last. The second step is pushing even harder when things are working. The best don’t relax when they win. They double down. The third step is cutting anything that slows you down. Bureaucracy, hesitation, unnecessary debates. Anything that adds drag must go.

Momentum is either working for you or against you. The ones who protect it get further, faster. The ones who don’t spend their lives wondering where it went.

[Doc Norton @DocOnDev]

Don’t define your success using the measures preferred by the system you’re trying to change. - @jchyip

[Everard Hunder @everardhunder]

@white_owly Gifts - if perceived to be low value - can be highly demotivating. Value destroying even. Fascinating phenomena.

[Everard Hunder @everardhunder]

@RJ_Youngling @_GaryWilson @rnason_dal Had this a few times in my marketing masters. Blessed to learn and spar with some epic marketers from leading brands. Sadly, it only happened in a few subjects…

[Everard Hunder @everardhunder]

@Haris1728 The job is education, negotiation, persuasion. No one tells you that; you learn the hard way thinking your elite marketing skills count for something. They don’t…

[Everard Hunder @everardhunder]

If we get more customers omni-channel we will make more money, won't we?

"Customers who are omni-channel spend 2.4x more than in-store only."

But the channels doesn't breed the loyalty; chances are these omni's were more loyal in the first instance (thus using more channels)

[Everard Hunder @everardhunder]

The jiggle economy…

[VEO @vrexec]

I have a friend who has “jiggled” through his white collar middle management career for 8 years now.

Base salary has gone up every year... now $200K plus incentives/bonus.

100% remote now post-COVID.

He continuously upgrades with the latest “jiggle” tools to evade detection.

Works maybe 6 hours a week tops… just hangs with family, works out, does personal stuff all day. Travels abroad all the time but pretends he’s at home if he gets an email or call.

He thinks he can do this for the next 20 years and keep collecting higher pay.

Says if he gets fired, doesn’t matter he’ll just find another mindless fully remote middle management job somewhere within a month and rinse and repeat.

To make it more painful, he makes fun of SMB folks and friends with long hours… says they’re “low-IQ” for working so much in modern times when you can just fake work and get paid hundreds of thousands per year with no effort.

[Dave Kline @dklineii]

@SahilBloom Related: The Addition Bias

Where we encounter a problem, our natural instinct is to add. Add a rule. Add a step. Add another person. But this adds complexity at an accelerating rate.

Wise designers know the right move is often to delete.

[OnlyCFO @OnlyCFO]

Questions I always ask when someone says they need a tool

[Everard Hunder @everardhunder]

Yep!

[OnlyCFO @OnlyCFO]

And the first question is “Can this be done in Excel and not lose much productivity?”

[Everard Hunder @everardhunder]

@garyforss Closely watching Gary. I've spent a career trying to find a positive ROI case study; only examples come with refreshed strategy, creative and media buy making the 'refresh' or rebrand math ROI in isolation impossible to untangle. Suspect it is low/no ROI on its own.

[Bruce Clark 💧 @bruceclarkprof]

On the hype around synthetic data in market research. From @pworthington. https://t.co/4TcGzcDUpx

[Everard Hunder @everardhunder]

@POSMarketer AI has guessed it is more a young persons brand I suspect. When in fact is has awareness somewhat increasing with age.

[Everard Hunder @everardhunder]

Some marketing teams are now using AI guessing as a replacement for primary research. Here is an example from my own work - primary research versus AI. Sort of okay, then it gets quite poor. Trouble is, you don't know where the hallucinations start without further validation...

[Everard Hunder @everardhunder]

@white_owly ...would sound like faint imminent thunder from across the bay.

[Everard Hunder @everardhunder]

@white_owly ….wait till you hear a ninja creamie take off. Shakes the entire neighbourhood.