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Arielle Jackson

Published podcast speaker

Claims
18
Episodes
1
Shows
1
Named items
3

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book / recommends

The Vanishing Half

“In marketing land, definitely the book called Positioning: The Battle for Your Mind. It's from 1980, it's still my favorite marketing book. Another recent marketing book is Alchemy by Rory Sutherland. It's like my favorite area of reading is behavioral science, psychology meets business. And that's in there. For fiction, I just read The Vanishing Half by Brit Bennett. It was awesome. I then read her other book called The Mothers, but I think The Vanishing Half's better.”

Lenny's Podcast · 18 Aug 2022

Evidence receipt · Source ↗

book / recommends

Alchemy

“In marketing land, definitely the book called Positioning: The Battle for Your Mind. It's from 1980, it's still my favorite marketing book. Another recent marketing book is Alchemy by Rory Sutherland. It's like my favorite area of reading is behavioral science, psychology meets business. And that's in there. For fiction, I just read The Vanishing Half by Brit Bennett. It was awesome. I then read her other book called The Mothers, but I think The Vanishing Half's better.”

Lenny's Podcast · 18 Aug 2022

Evidence receipt · Source ↗

book / recommends

Positioning: The Battle for Your Mind

“In marketing land, definitely the book called Positioning: The Battle for Your Mind. It's from 1980, it's still my favorite marketing book. Another recent marketing book is Alchemy by Rory Sutherland. It's like my favorite area of reading is behavioral science, psychology meets business. And that's in there. For fiction, I just read The Vanishing Half by Brit Bennett. It was awesome. I then read her other book called The Mothers, but I think The Vanishing Half's better.”

Lenny's Podcast · 18 Aug 2022

Evidence receipt · Source ↗

Claim ledger

What Arielle said.

18 transcript-backed records

01 / recommendation

Recommends Positioning: The Battle for Your Mind. Recommends Alchemy. Recommends The Vanishing Half.

“In marketing land, definitely the book called Positioning: The Battle for Your Mind. It's from 1980, it's still my favorite marketing book. Another recent marketing book is Alchemy by Rory Sutherland. It's like my favorite area of reading is behavioral science, psychology meets business. And that's in there. For fiction, I just read The Vanishing Half by Brit Bennett. It was awesome. I then read her other book called The Mothers, but I think The Vanishing Half's better.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

02 / belief

The four founders that takes two weeks and you go through all of this and that next cohort of that, I think we're on cohort four will be this fall.

“The four founders that takes two weeks and you go through all of this and that next cohort of that, I think we're on cohort four will be this fall.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

06 / belief

My personal preference is if you think about there's descriptive names, the Internet Explorer, there's suggestive names like Chrome, then there's evocative names, which I would say Seesaw and Maven fit into there where they're like in between suggestive and evocative, and then there's empty vessel names or fanciful names.

“My personal preference is if you think about there's descriptive names, the Internet Explorer, there's suggestive names like Chrome, then there's evocative names, which I would say Seesaw and Maven fit into there where they're like in between suggestive and evocative, and then there's empty vessel names or fanciful names.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

07 / belief

When I name companies, it usually takes about a month just for naming, but the whole brand strategy process you could do, if you're a really early stage company in a matter of weeks. And I think whatever time it takes you actually is going to save you so much time down the road.

“When I name companies, it usually takes about a month just for naming, but the whole brand strategy process you could do, if you're a really early stage company in a matter of weeks. And I think whatever time it takes you actually is going to save you so much time down the road.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

09 / belief

I think that one other place where it shows up, like we talked about that visual style guide that everyone has, that they give to an agency or copywriter who's writing on their behalf.

“I think that one other place where it shows up, like we talked about that visual style guide that everyone has, that they give to an agency or copywriter who's writing on their behalf.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

10 / evaluation

Five years ago, eight years ago, founders could really dictate the date of a launch announcement, they could brief three to five outlets under embargo, which means like you all can't tell our secret news until we tell you at this time you can publish.

“Five years ago, eight years ago, founders could really dictate the date of a launch announcement, they could brief three to five outlets under embargo, which means like you all can't tell our secret news until we tell you at this time you can publish.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

11 / preference

as the naming trend to remove vowels. So I generally stay away from naming trends, because I want your company named not to sound dated in 10 or 20 years.

“as the naming trend to remove vowels. So I generally stay away from naming trends, because I want your company named not to sound dated in 10 or 20 years.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

12 / evaluation

The short list is around 10 to 25 concepts that are ideas that are worth looking at further. And from there narrow it down based on the criteria and the red, yellow, green, we come up with three to five, don't come up with one because you might not get it for trademark, and it's really sad when you get really attached to one and then you can't use it.

“The short list is around 10 to 25 concepts that are ideas that are worth looking at further. And from there narrow it down based on the criteria and the red, yellow, green, we come up with three to five, don't come up with one because you might not get it for trademark, and it's really sad when you get really attached to one and then you can't use it.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

13 / recommendation

I think a lot of these answers come back to like, if you are good with just opening a blank Google doc and like writing down who you are by all means, go for it.

“I think a lot of these answers come back to like, if you are good with just opening a blank Google doc and like writing down who you are by all means, go for it.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

14 / evaluation

My take on empty vessel names is they can be really memorable and they can be evocative of the emotion, but you have to do a lot more marketing work over time to make it mean something. So if I say Yahoo today, we know it's that search engine we use before we all switch to Google and we have the purple color in our head, and we think about what it meant at the time that we might have used it, but it took a lot of marketing dollars and a lot of time for that word to be in that.

“My take on empty vessel names is they can be really memorable and they can be evocative of the emotion, but you have to do a lot more marketing work over time to make it mean something. So if I say Yahoo today, we know it's that search engine we use before we all switch to Google and we have the purple color in our head, and we think about what it meant at the time that we might have used it, but it took a lot of marketing dollars and a lot of time for that word to be in that.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

15 / preference

You want to be a Maven, instructors are Maven's, it's short, it's easy to say, when I tell you what that company does, that name makes perfect sense. So I tend to like those [inaudible 00:15:17] of names myself, but I also, I don't know, I like other kinds of names for other kinds of products too.

“You want to be a Maven, instructors are Maven's, it's short, it's easy to say, when I tell you what that company does, that name makes perfect sense. So I tend to like those [inaudible 00:15:17] of names myself, but I also, I don't know, I like other kinds of names for other kinds of products too.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

16 / recommendation

If you tell me a word like Flicker, I can tell you what year it was, because that was the naming trend to remove vowels. So I generally stay away from naming trends, because I want your company named not to sound dated in 10 or 20 years.

“If you tell me a word like Flicker, I can tell you what year it was, because that was the naming trend to remove vowels. So I generally stay away from naming trends, because I want your company named not to sound dated in 10 or 20 years.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

17 / recommendation

There's an exercise I really love that I've called the bar test that is helping you get everything you've written into human language because one of the really big pitfalls I see, especially for B2B companies, but really for everyone is they write in a way that people don't talk.

“There's an exercise I really love that I've called the bar test that is helping you get everything you've written into human language because one of the really big pitfalls I see, especially for B2B companies, but really for everyone is they write in a way that people don't talk.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast

18 / preference

I would probably say that my favorite project, and this is because they get reminded of it on a daily basis was working at on the Square stand at Square.

“I would probably say that my favorite project, and this is because they get reminded of it on a daily basis was working at on the Square stand at Square.”
Speaker
Arielle Jackson
Publisher
Lenny's Podcast
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