1/ What causes long term sustained performance in an ad account?

🧵featuring real examples 👇🏻

If you explore the source of FB ad growth and subsequently revenue growth for eCom brands it is almost never a function of iterative improvements to ad creative or tactics over time.

Some people really benefit from hearing advice that everyone knows, for the same reason we keep schools open despite every subject in them having been taught before.

In that spirit, here's some quick Things Many People Find Too Obvious To Have Told You Already.

Your idea is not valuable, at all. All value is in the execution. You think you are an exception; you are not. You should not insist on an NDA to talk about it; nobody serious will engage in contract review over an idea, and this will mark you as clueless.

Technologists tend to severely underestimate the difficulty and expense of creating software, especially at companies which do not have fully staffed industry leading engineering teams ("because software is so easy there, amirite guys?")

Charge more. Charge more still. Go on.

The press is a lossy and biased compression of events in the actual world, and is singularly consumed with its own rituals, status games, and incentives. The news necessarily fails to capture almost everything which happened yesterday. What it says is important usually isn't.

Companies find it incredibly hard to reliably staff positions with hard-working generalists who operate autonomously and have high risk tolerances. This is not the modal employee, including at places which are justifiably proud of the skill/diligence/etc of their employees.

I’ve been flooded with Snapchat Spotlight questions after posting I’ve qualified for a payout 4 times. Here are the answers to the most common questions I’ve gotten in my DMs. These answers are my own experience and may differ from others .

Q: How will I know if I am getting paid?
A: You will get a message from Team Snapchat that looks like the below message 2-3 weeks after the snap has gone live. At this point it important that you verify your email address.

Q: How long after I’ve been notified I qualify, will I know for how much?
A: my experience is that usually 7-10 days after you get the qualifying message, you get a message with the amount, it will look like this. This message will include a unique access code for HyperWallet.

Q: How do I set up my HyperWallet?
A: Around three weeks after you get the payment amount you will get an email to your verified email from Snapchat Pay. It will look like this and will require you to fill out some tax forms, takes like 10 min.

Q: How long does it take to actually get the money in my account?
A: it took me like 7 days from when I had my HyperWallet approved before I got the money into my HyperWallet account. I recommend you set up auto withdraw. You can send money to PayPal, Venmo or bank account.

The 2018 State of JavaScript survey is out. They got 20,000 responses and have some delicious, delicious data. I'mma thread in some highlights:

First up: JavaScript flavors. There's TypeScript at 47% adoption, a tad higher than npm's own survey results (which said 46%). npm's survey is coming up again soon and will ask about TypeScript in a lot more detail.

I really, *really* like SoJ's "would not use again" question, which lets people who've abandoned a tech self-identify. This is noticeable in the graph above with Flow users -- 41% of people who've used Flow say they wouldn't use it again.

Now JavaScript frameworks. It's been a full year since npm's survey, so these numbers differ from ours in the directions I expected:
React 65% (vs. 60%)
Vue 29% (vs. 24%)
Ember 5% (vs 4%, I was expecting a bigger rise)

But there's a shocker in here: Angular.

npm's survey had Angular at 40% last year and SoJ has it at either:
- 58% (if you include those who don't want to use it again)
- 24% (if you count only those who like it)
Since npm's question didn't ask if they intend to *continue* using it I think that might explain this.

A quick thread on intelligence analysis in the context of cyber threat intelligence. I see a number of CTI analysts get into near analysis paralysis phases for over thinking their assessments or over obsessing about if they might be wrong. (1/x)

Consider this scenario. A CTI analyst identifies new intrusions and based on the collection available and their expertise note that the victims are all banks. Their consumer wants to know when threats specifically target banks (not just that banks are victims).

The CTI analyst has, from their collection, at this time, and based on their expertise enough to make an activity group (leveraging the Diamond Model in this example) that meet's the requirement of their consumer. So what's the problem?

The CTI analyst begins to over think it. "What if I had more collection? Would my analysis change? I really don't *know* they aren't also targeting mining companies in Australia as I don't have collection there."

The analyst knows their analysis is going to be shared. Maybe even public. "What if another team or professional intelligence firm has more collection and ends up noting that it isn't banking specific at all. Banks are victims, not targets. Will my consumer distrust me later?"