Here’s a simple fact about human nature: The better something makes someone look, the more likely they are to share it.

You probably noticed this on your Instagram feed at the end of last year, when a metric ton of your friends shared their Spotify Wrapped playlist.

What makes sharing the Spotify Wrapped playlist so irresistible? 

‍

Have you ever sat in a 9 a.m. meeting with your team and wondered why one person is jacked up on coffee and firing off ideas, and another person looks like they just woke up from a 100-year sleep?

You might think, “Well, the first person is just more productive. They’re good at their job, whereas Steve is a useless lump. Duh.” 

But actually, it’s not that simple. These two people probably have different chronotypes – meaning they’re inclined to sleep, work, and recover at different times. 

I was talking recently with a Section4 student, and I let him know that we would soon be giving members access to all our sprints for $995, about 1% the annual tuition of an MBA. 

‍

“That’s incredible,” he said. “I’m so excited – my mind is blown.”

‍

Then he paused.

‍

“Why are you doing that?”, which is a polite way of asking “What’s the catch?”

‍

There isn’t one. And here’s the answer as to why.

‍

Former Netflix VP of Product Gibson Biddle explains how to build a product that delights, makes money, and beats the competition.

Laddering (as defined by Scott Galloway) means highlighting your strengths in a way that inherently points out your competitor’s weaknesses. We’ll explain how to use laddering to deposition your competitors, using Writer, one of our favorite AI case studies right now.

‍