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Micaela Shaw
Micaela Shaw

55 Followers

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Dec 7, 2022

Mercury’s sandals and organic channels

Legend has it that the god Mercury had winged sandals that allowed him to fly. As capital markets tighten up, businesses are going shoe shopping for Mercury’s sandals, and they’re calling them organic channels. I’m a huge proponent of organic channels. Why? Because I’m a huge proponent of businesses having…

Acquisition

6 min read

Mercury’s sandals and organic channels
Mercury’s sandals and organic channels
Acquisition

6 min read


Dec 5, 2022

The company the product and the marketing fad

Once upon a time, there was a company. The company sold a product. And they thought it was the best product in all the land. The company wanted to sell that product. So they put together an annual media plan. The media plan did a very good job selling that…

Marketing

3 min read

Marketing

3 min read


Dec 2, 2022

How do you pick’em?

Why did you pick your job? Many pick a profession because it’s something they got early experience in as young professionals. Hopefully most of us pick a company we can contribute to the success of; or a role that plays to our strengths. But let’s be honest. If you really…

Careers

7 min read

How do you pick’em?
How do you pick’em?
Careers

7 min read


Dec 1, 2022

So you want to talk to customers

Understanding and communicating the voice of the customer is a key skill in any marketing job description, but what does it really look like to practice this as a team? Imagine the first major Martian colony has been discovered. We decide we want to open up a business to sell…

Customer Insight

5 min read

So you want to talk to customers
So you want to talk to customers
Customer Insight

5 min read


Nov 29, 2022

Coaching to a destination

Many leaders say they want to help their people grow, but actually acting on this is difficult if they haven’t taken the time upfront to understand where people are coming from, and what they want to grow into. “Where do you think it comes from?” …

Leadership Coaching

7 min read

Coaching to a destination
Coaching to a destination
Leadership Coaching

7 min read


Nov 3, 2020

Shrinking Elephants: CIA Exercise

Do you ever find the same problems coming up in peer 1:1s? They feel so important yet somehow become taboo in larger team meetings. Or you think the team is aligned on strategy but little shots of doubt keep springing up in tactical conversation. Control Influence Accept is one of my favorite leadership team techniques for getting a group to call out the elephants in the room and shrink them…

Leadership

2 min read

Shrinking Elephants: CIA Exercise
Shrinking Elephants: CIA Exercise
Leadership

2 min read


Oct 20, 2020

When to hit the pause button on culture

“What’s your favorite thing about working at Company X?” the starry-eyed candidate asks. The chambray-shirted manager leans back, a bright smile spreading wide. “The culture,” crooning confidently. This pattern plays out, month after month, as more and more headcount is added. …

Culture

5 min read

When to hit the pause button on culture
When to hit the pause button on culture
Culture

5 min read


May 7, 2020

An Honest Layer Cake

How a (non-ballistic!) Probabilistic Impact Model helped my marketing team talk about cross channel incrementality without an MTA. We had a problem. Possibly, the worst kind of problem: a data integrity problem. It was as though every channel we played was a different board game. If we put a dollar…

Performance Marketing

3 min read

An Honest Layer Cake
An Honest Layer Cake
Performance Marketing

3 min read


Jul 17, 2019

A Tale of Two Coaches

When I was in high school, I ran on a very competitive cross country team. I originally was coxed into signing up for cross country by my mom, mainly because I hadn’t played sports most of my childhood, and running was really all that I knew how to do. Cross…

Running

2 min read

Running

2 min read


Jul 16, 2019

Green

More and more recently, I’ve been turning a corner and something cracks open inside me. For a moment, I am a girl-woman at a different place in the past. The scent of that time rises in the air. My posture alters and I am green. I remember wearing my heavy…

Fiction

3 min read

Fiction

3 min read

Micaela Shaw

Micaela Shaw

55 Followers

Marketer. Reader. Runner. Mom. @UCSanDiego Alum

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