- Platform: meet
- Source: Read.ai 01KEW14P76E4MNYW2FEZBS7B1W (via Ben Ornstein’s account, imported 2026-08-06)
Transcript
Jaclyn Yost: Yeah, I’m still in Mexico. I’ll be here for a few weeks. UNKNOWN_SPEAKER: Oh, sweet. How’s the weather? Jaclyn Yost: So nice. It’s like 70s, 80s, sunny, but then like cool at night. It’s like absolutely perfect right now. Andrew Safranko: Sounds good. Why did I ask? How’s everything in your neck of the woods? Ah, pretty good, pretty good. We just took our Christmas decorations down yesterday, finally. So there’s that. Jaclyn Yost: It’s always sad. Jaclyn Yost: I know. Andrew Safranko: It’s this weird limbo mode now. So it is what it is. It’s all good. Hey, Ben. Jaclyn Yost: Hey, Ben. Jaclyn Yost: Well, I can just check the email. He hasn’t accepted it, but he usually pops in. We can just get started if we want. Andrew Safranko: That’s cool. So I’ve got a couple of things, and I know you all met yesterday as well, so we can chat about some takeaways there. But I wanted to get your… So you’ll see, I cleaned up a bunch of stuff, so I apologize in advance. I know they added stuff, there was a few outstanding. Chop that up to just my bad, like I got caught up in the holidays and stuff piled. But we’re almost clear now. And I wanted to ask you about the Tilly case study, because I don’t see it on the website anymore. So I don’t know if that’s still relevant for us to move forward with. Jaclyn Yost: It was never on the website. It was just like a small race that we had done. We had an Instagram. Which I can drop into the chat, which might be helpful to reference. But I was like one of the spearheads on that. So if you have any questions about it, I can answer it for you. Andrew Safranko: Yeah, yeah, yeah. So I know Kelly left a comment where it was referencing a bit of design, and I know you guys didn’t work on the designs per se for Tilly. I guess it was more just strategy direction for a rebrand. Jaclyn Yost: So we pretty much like it came in as turn and she wanted to launch, which was more of like a travel planning companion. Um, and so we led the strategy, um, for the rebrand where she turned it, the concept into Tilly, which will expand more into like lifestyle. Um, so we helped her launch the landing page, just like the messaging put together. Like a PR campaign where we placed out like an embargo and yeah like did some redesign of the visuals for her Instagram and then essentially just like helped her launch a waitlist and put together the strategy for that so that it could gather some some points that she can showcase to investors while she’s trying to fundraise of like the excitement around the product itself. Andrew Safranko: Oh, that’s great. Thank you. Steve Spurgat: I don’t know if you all need me for this, but I thought I would join. I’ll sit in the background if you need me for anything. Andrew Safranko: OK, cool. So that is good context. Thank you for that. So I’ll just quickly take a quick edit. There’s nothing crazy there. Most of what you mentioned is relevant for the post. There was already kind of like reference there, but I’ll just tweak it a little bit because I think it mentions design once, but I’ll Anyway, that’s a quick one and you’ll see that very shortly. And then… Jaclyn Yost: I mean, we did put together like the FigBuzz templates. And so that might be what you’re referencing with design. Because the identity of her Instagram is like something that we helped her out with. But we want to be like weary of not like doing the logo and design elements. Andrew Safranko: Yes, all good. And then real quick on the marketing job piece. I know you left the message. We got that out on Friday. I don’t know if you want to adjust the post at all from a Content or copywriting standpoint. We can still. Between Ben and I, we had it out right when Kelly wanted it out last week. So just let us know if you still want to edit it. I know you had an edit in the card. Oh, okay. Jaclyn Yost: Maybe that was just my confusion because it was still in the client review column. I thought that it hadn’t gone out, but no worries. Andrew Safranko: Yeah, it’s whirlwind. It happened pretty quick. I know Kelly wanted it out fairly rapidly, so we prioritized it. That’s cool. So I wanted to just touch base on any case studies. I know case studies is going to be a hot topic over the next few weeks for us to build Content around. Are there any preferred that you guys would like to highlight that I should be aware of Or anything coming down the pipe, I should say, that I should be aware of that I can prioritize? Jaclyn Yost: Yeah, I’m going to focus on the motion board just to see what’s in action. Steve, I know we usually talk about this in the marketing meeting call, but have you heard an update on Playbill or Rockefeller after last Friday? Steve Spurgat: Okay, Kelly’s, we got a better email for playbill approvals and Kelly emailed that yesterday. Do you want to bring up the case studies real quick? I wanted to for coordination purposes, if ahead of this meeting, it’s lined up, like either we decide a marketing meeting, hey, this could be a good case study for LinkedIn. Like we want to create that backlog. Ahead of Megaphone instead of on the fly? Steve Spurgat: Yeah, for sure. Steve Spurgat: Do you want to bring it up now real quick? Jaclyn Yost: In Asana, we have Clattermooson coming up and Cthulhu. Those are the ones that are launching in February. Steve Spurgat: Yeah, I kind of want Kelly’s input. So we can bring that up because this is an action step that we should add to a marketing meeting. Jaclyn Yost: Perfect, sounds good. I’ll bring that up there. And then, Andrew, Ben, we can ping you in Slack with a list of the ones that you can prepare for with any additional information, like the draft post, so you can work off of that. Andrew Safranko: Yeah, and then, I mean, I guess we haven’t covered everything that’s already been published. So by all means, I’m happy to just go back and ensure we’ve got a few that are covered from already published on the website as well. So even if there’s favorites there, right, like happy to prioritize those two. What I’ve been, as I’ve been doing, as you guys have seen as well, right, I’ve been trying to pull nuggets of like, what was like, sort of like the key takeaway or key capability that we can highlight. So that’s kind of where my headspace is. Like, I’ve done Rockefeller already way back, but it sounds like there’s a few things. And I mean, I guess it’s been a while. It’s been a few months. So it may not be a bad idea to highlight it again. Because there’s a few good nuggets out of that one, I think, that you guys have achieved. So anyway, yeah, if you’ve got anything in the future, feel free. That’s cool. Otherwise, I’m good with what I’ve been doing, which is in front of the website as well. Jaclyn Yost: I think one of the main takeaways from yesterday was also just like aligning like the Content that we’re putting out on Instagram. Like this goes beyond case studies as well. But if there’s like ever anything in the pipeline, we can send it to you all in advance so that you know what we’re working on so we can coordinate so that things are going live at similar times. Andrew Safranko: And I got some notes from Ben. So I love the idea of grabbing visuals and using them on LinkedIn. As well. I think LinkedIn has become a pretty visual platform as well that for Content that’s performed fairly well and so yeah I would love to I mean we wouldn’t obviously necessarily do the exact same thing as Instagram because it is a different platform but taking those assets we don’t have to take all of them but we could take a few of them and that actually will help with performance as well and then we don’t have to necessarily do any sort of like uh long form or even medium form something short forms punchy you know let the I think in the notes it said like that I’m I’m a Big believer of this as well let the visuals speak for themselves and then I think based on the work you all do I mean that it should be pretty self-explanatory which would be great as well oh yeah I think it would be worth like the test too to see like what’s performing better with our audience first like visuals versus the long form Yesterday on the Slack channel, I had dropped this new director of marketing series that we’re working on. Jaclyn Yost: So the first one that we did was myth versus reality of marketing. So it’s five different myths and then like how we approach it at Big Human. So that’s definitely something that we can work off of and we’ll be designing this carousel for Instagram so we can work alongside you all just to see like what would be most effective for LinkedIn. Do you have off the top of your head like what the best performing dimensions would be for LinkedIn? Andrew Safranko: You like it’s like one-to-one but if you could confirm just let me know yeah, it’s it’s like It’s kind of like OG Instagram dimensions, you know, like they kind of change Yeah, it’s kind of like before that But yeah, I’ll get that for you. No problem. I Think that that’s one-to-one, but just let me know Cool And then on that topic of other formats What I’m gonna look to do as well is maybe do this is and also this is a good little experiment for us to test But we’ve had a lot of great performing threads on Twitter. And I think some of that we can definitely repurpose for LinkedIn as well. So I’m going to go back and I’m going to put together things there too. Um, and I think one of the, some of the more, some of the better performing ones have been more visual as well. So I think that’s also in line with what we can test out there from a visual standpoint. Uh, and then you can let me know like whether you want to post, like whenever you want to go with them, but I’ll give you some stuff and then we can kind of see what we want to do there as well. Cause that might help with variety on LinkedIn as well. Jaclyn Yost: Sounds good. Um, I did have a question about like the memes and I saw that you had responded to this. So I haven’t reviewed that comment yet, but, um, is it that means like perform well on LinkedIn? Like I don’t necessarily see them very often. So I just wanted to ensure that that would be like a good strategy if we were to include those in our posts. Andrew Safranko: You still, you still have to be tasteful with them. But there are a lot of good examples out there, and I’ll see if I can find some for you, actually, just so you can take a look. It’s not necessarily, you know, you’re not going deep and traditional from a meme standpoint the way you would with, say, Twitter or other social platforms where the meme is literally anything, right? As I mentioned, there’s a little bit more of a taste with LinkedIn memes. And as well, the copy and sort of what your story is generally should be a little bit more connected. So it shouldn’t just be the meme and that’s it per se. And I think especially for you all just with the account, right, just knowing who we are in the persona on LinkedIn, we would want to make sure that there’s intelligent copies, I guess the way I put it, like something that’s purposeful for both copy and then the meme. Necessarily do the meme often. I think for that particular post, I think it worked well because the study or the Content itself is pretty informative. And I think that the photo or the image just captures the attention that links back to that informative. But I wouldn’t necessarily leave with memes all the time. This isn’t my style as well. And I don’t think you would do it for your account. But yeah, they generally are pretty decent long long story short, they generally work pretty good. Jaclyn Yost: Steve, did you have any thoughts about memes on LinkedIn? I remember we had talked about it, the Kermit the Frog, like a few months back, so I just want to make sure that you’d be okay with that. Steve Spurgat: Sorry, I was multitasking. What was the Kermit the Frog one? Oh yeah, that one was funny. Yeah, I’m not opposed to memes. I guess what are our What are our guardrails? Andrew Safranko: So, I mean, from my perspective, knowing what I know with you all, and I know the guardrails for me would be, would a client find this tasteful or not? You know what I mean? I think we live in a world now where those lines are drawn a little bit further. So you do have a little bit more wiggle room, right? Just knowing how we are from a culture standpoint. However, I would still be guarded, is the way I would put it. So yeah, I’d be very careful. I’m very careful with my meme Content, or what I would choose. Steve Spurgat: I showed you Loops stuff, right, at some point? UNKNOWN_SPEAKER: Oh, yeah, yeah, yeah. Steve Spurgat: I mean, they go super bowl, but they’re also a Content company. So they’re like, stunning you on how funny they are. I hear them to be funny. You don’t hire us to be funny. But, you know, there is a sort of cultural thing around like, oh, these are fun people to work with. And they they’re bold and they share bold things on the interwebs. Ben Ornstein: So there’s that perspective as well. Ben Ornstein: We work with clients in the past on on these that are in like highly regulated industries. And so it’s like we’ve gone through, you know, strict, strict guardrails are put in place to ensure that like it matches and it makes sense. So yeah, I think we can, we can definitely, we can, we can show that boldness without it being controversial or, you know, as Andrew said, not tasteful. Andrew Safranko: Like I worked in the fortune, 500 for like 14 years. I’m very familiar with like business conduct guidance is probably the way to describe it. Steve Spurgat: So yeah, I’m at the same time. Like I also, yeah, I don’t want to, I don’t want to be, you know, too strict. We don’t want to be corporate either, but I think you get it. UNKNOWN_SPEAKER: Yeah, for sure. Steve Spurgat: The gain on your microphone is, is very low. It’s like those things where it’s like, not like I can still hear you, but it’s noticeable. Ben Ornstein: So yeah, I’ll mention that yesterday actually. Steve Spurgat: I apologize for that. Steve Spurgat: It’s like you’re using the mic on like a webcam or something. It may be actually. If you have like a webcam with a microphone, it reminds me of those like 2010 microphones on webcams. UNKNOWN_SPEAKER: It’s good feedback. You’re right. It is the webcam. Steve Spurgat: We’re back. UNKNOWN_SPEAKER: It’s never defaulted to that. Steve Spurgat: That’s what happens sometimes. Especially if you like restart, it doesn’t know. Ben Ornstein: Thank you for calling that out though. Steve Spurgat: I appreciate it. You’re a different man, Ben. UNKNOWN_SPEAKER: I’m a different man. Andrew Safranko: Anything else? So Kelly sent some cool stuff. I appreciate that. I’ve got some good posts from those articles she shared. Those are fantastic. Is there any, so you guys obviously cover, this is my, I wouldn’t say, it’s not my conundrum, but it’s like the world’s my oyster when it comes to writing for you guys, because there’s so much we can talk about. But I also want to be weary of like the directions you guys take, because what I’m trying to do is like strategically follow directions that you may be trying to go down as well knowing whether you’re going down those directions. We know obviously design is a Big deal and that’s always going to be a Big north star for the work you guys do, but are there any other worlds that you would love? I know marketing came up last call and I know marketing is becoming like a bigger thing so I’m definitely focused on that, but are there any I guess more specific or prescriptive worlds that you would like to see more Content in that I can go down rabbit holes? UNKNOWN_SPEAKER: What’s an example? Andrew Safranko: So I guess if we’re talking like branding as an example, right? So maybe it’s experiential. So it’s more of a physical experience, right? And I had a post where we talked about Stranger Things and Netflix, how they did like a thing on Melrose. I think it was Melrose or Fairfax in LA, where it was like the last bike ride of the show kind of thing. And everyone got to participate. And it was like an experiential branding exercise. So obviously, if anything comes to mind later on, feel free to share it. I’m more so pretty in the spot at the moment, but I just want to be cognizant of the rabbit holes I go down to ensure they’re aligned with you guys, if that makes sense. Steve Spurgat: Yeah, I guess what are the… So we’re not talking about branding much right now? Andrew Safranko: No, we are. We are. There’s definitely stuff in the pipeline for that. What I haven’t done a lot of is, I guess, development, engineering, like software development stuff, which I’m not opposed to, to be honest. I just find that the world is so diluted on socials with that stuff that you just, I don’t know, sometimes it just doesn’t perform as well. Especially like the whole AI conversation, sometimes it’s just not as… Steve Spurgat: Yeah, you know, I think… I think we should start talking about… It’s reaching a point now where like not talking about it is more weird than talking That’s how I’m feeling, just so many things popping up. I wonder if we can start talking about speed and efficiency of development. Are you subscribed to all the Andreessen Horowitz newsletters? Andrew Safranko: I was, and then I got tired of them. Steve Spurgat: I mean, they’re, I like them. I mean, they’re like, they don’t feel, I was worried that like, um, writing about these things, you know, it just feels performative versus having something, an insight or a perspective. And they, they have, they’ll usually have one or the other or both. Um, so even like taking ideas from them, but, um, If you want to start throwing out ideas around, around speed of development, and then maybe like, what is, Jaclyn, what’s the process for meeting with directors once a week or something, or once a month? That’s outside, right? But then you bring ideas to this. Jaclyn Yost: For sure. I was actually just about to say that I interviewed David last Friday on what scalable actually means to us. And it was all about like, and how we approach that with engineering. So I can share some notes of that. Andrew, I think that that’ll be really helpful. And next week I have a meeting with John on design or doing a design deep dive. And the following week is Andrew and then Steve. So I’ll start after I have the interviews. I’ll just start sharing these with you immediately as I have the notes. One with Kelly was the myths in marketing that I shared yesterday. So that will be good because you can get a lot of insight from them. They’re only like 15 minute interviews, but I’ll share the transcripts. Andrew Safranko: Thank you for that. It just reminded me. That was another piece. So John was great. John’s fantastic actually. Every time I write, it’s almost like a bat signal. If I write something about design and like John pops up, it’s amazing. And I asked them last week, and this is something that I think is great. So anytime there are perspectives, from your directors or your leads. I love that. I think we should do more of that as well. Because I think, you know, obviously from a design standpoint, as an example, that’s a massive world. Everyone’s got their taste. Everyone’s got their perspective. There’s obviously frameworks and things that people will follow either, you know, in terms of building design systems and how that kind of unfolds. However, I think everyone has their own unique perspective. And so John gave me some nuggets last week, which great. But yeah, would love to kind of like, and I think this will help us on LinkedIn, especially, we don’t have to, and I know we were opposed to it, I don’t think we have to do it where we highlight like the individual, but we can take the perspective. And I think taking their perspective and using that as its own post, or even series of posts, I think that would go a long way, right, especially when we get a client who sees that engages and then actually wants to work with you all. And then like, Oh, by the way, like what we talked about online is exactly how we work. And then and there’s a nice sort of seamless interaction there, that would be fantastic. Steve Spurgat: Yeah, just keep in mind that anything about the AI coding stuff that we talk about with David, just make sure I see that stuff first. I’m going to be like a Big hypocrite. No, not really. Andrew Safranko: No, and that’s also why I’ve kind of veered a little bit away from that world, because I know you guys aren’t, I mean, Russ had mentioned it, like try not to do too much AI stuff because it was kind of diluting or being diluted in the internet. But yeah, we’ll navigate that. That’s fine. Jaclyn Yost: Sorry, go ahead. No, go for it. It’s going to change the subject. So if you want to continue on. Ben Ornstein: I was just going to say that, yeah, any like hot takes you need standpoints, stances, like, it just differentiates itself because you’re putting out something that could have a different, like, viewpoint. So people naturally are, like, more inclined to engage. I think I mentioned that in my report, like, the best performing post last week was a hot take with, like, a unique stance. So anytime we can lean into those. You know, huge. Jaclyn Yost: For sure. And that was the exact thought process that we landed on when we developed this new Instagram series. So we’re all aligned. What I was just about to bring up is we are in the midst of designing a Instagram carousel for brand positioning strategy. You can share the article in here. It was published in 2024. I’m not entirely sure if you all have spotlit this before, but if we want to play around with dimensions for this as well, we’ll be reviewing it in our next call, and we can definitely bring that up for LinkedIn. Andrew Safranko: Oh, yes, this is cool. I haven’t seen this yet, so this is a good one. This is from 2024. Sorry, real quick. Safe, like it’s still, everything’s still valid? Jaclyn Yost: Yeah, yeah. And we’re actively working on it now so we can easily adopt it for LinkedIn. Ben Ornstein: I also just want to bring up on the Megaphone boosting side, I’m going to get those reports to you guys by end of week on like where we are, and I’m catching up on when we’re when we’re boosting the coffin I’m just, I’m adding more budget, so there’s more being spent, so we’ll be good there. Jaclyn Yost: And then the last thing that I wanted to say is that we are working also on the Dumbo case study assets for the post. So that’s just why that post is pending, but I’ll keep you all informed and updated as we move it along. Andrew Safranko: All right. UNKNOWN_SPEAKER: Anything else on your end? Andrew Safranko: I’m good on my side. You guys are good. As I mentioned, we’re pretty much we’re almost up. There’s like one more thing I got to clean up and then we’re up to date on posts. Jaclyn Yost: So I’ll be reviewing those later this afternoon. Andrew Safranko: I’m going to buy you all.