Whenever people call me an elitist, I am flummoxed. I am from a working class background, I am a product of public education my entire life, and I spend my free time creating a podcast that aims to make great books accessible to all for FREE.

I think I'm giving up on mainstream marketing content.

I'm giving up on social media consumption too.

So little substance.

Need to devote more time doing. More time creating.

Who needs another "5 ways to boost growth" post? I click and am disappointed every time. Not again.

I don't want to poop on content marketing, but marketers need to step it up.

Or at least, founders need to know that doing something is not always better than doing nothing.

Why is content marketing not as effective as it used to be? An innumerable amount of factors...

But one things for damn sure.

Things have to change.

Two of the chief sins:
1. Unoriginal research/story/study/etc
2. Not having anything more to add that's meaningful

Why blog/podcast/vlog/etc about something that's already been said? Already been done?

Do we really need another interview with founder of x hot startup? Do we really need another ultimate guide about facebook ads?

Not all content is like this...

Sometimes, you get an occasional piece that truly leaves you better off than you were before. That doesn't make you want to skim.

An original case study. A first time interview with a founder. An honest account of an experiment. An explanation of a change, shift, or realization.

I'm just back for a COMPLETELY NECESSARY trip to a supermarket.

And... something dramatic happened.

So, okay, looks like we're going to have a little bit of a THREAD.

Buckle up for an unbelievable anecdote that gets to the heart of London life in this nightmarish pandemic.

(I won't name the supermarket, NOT because I don't want to shame the members of staff [I will be doing that privately by reporting their actions to the police later today - as soon as I've finished tweeting this thread], but because I don't want to give them free advertising.)

Okay, right. I'm still shaking so I'm struggling to write this out. I've opened a bottle of Campo Viejo Rioja (an underrated affordable offering which is currently on special offer at Tesco) to steady my nerves. No shame in that.

So. Yes. I was walking down the dairy aisle...

I saw a northerner.

(apologies for the delay, I'm on the phone to an upset friend - her husband of 15 years has just confessed to an affair with her own sister. It's not really the sort of situation where you can say, "Excuse me Julie, awfully sorry but I'm writing an incredible thread on twitter!")

Three years ago today, I was icing my knuckles because I’d beaten the fuck out of a man who had groped me in a club a couple of nights before. I wrote about it in my new essay https://t.co/SqzluTtJKb 📷 @rerutled #IBeatMyAssaulter

After I explained to a club manager what had happened, he ooked at my Beloved and asked me “Why didn’t you let your husband take care of it?” I almost beat him up too.

“First of all, he’s not my husband. Also, this is my body, I take care of it.”

Patriarchy enables and protects men who sexually assault women, and it demands that only other men “protect” us.

As long as we obey and behave in ways it approves of, of course. Protection is conditional.Because if we disobey, ha! I don't want to be protected. I want to be free

I started #IBeatMyAssaulter and women from around the world shared stories.

Five days earlier, I had started #MosqueMeToo to talk about being sexually assaulted during pilgrimage and women from around the world shared stories 🎥 @rerutled

And between the two #, men were showing me how easily the goal posts can move.

Under #MosqueMeToo men asked me, “Why didn’t you make more of a fuss?” Under #IBeatMyAssaulter men said, “You made too much of a fuss. You were too violent. Don’t you think you overreacted?”