Igor Scaldini

Marketing, Business & Growth

August 26, 2023

Beyond average – how to stand out as a marketer

If I ask you to describe a marketer, how would you describe it?  In my experience, most people imagine a marketer as someone like this… Someone extremely creative, who won’t follow the rules and is always full of outside-the-box ideas. “That guy” with weird clothes who enters the office in total energy, talks to everyone, […]

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August 11, 2023

Marketing 101 for EA Organizations

This article was originally posted by me on the Effective Altruism Forum on August 2nd, 2023. As a newcomer to the EA community, I’m surprised by how rarely EAs talk about marketing and organizational growth. As a marketer myself, maybe it’s just a matter of me over-expecting people to give more importance to the matter, but […]

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May 21, 2023

+100 of my life hacks and mental models

A bad moment is sometimes just a bad moment. Never let it define who you are. Don’t strive for perfection. Strive for rapid and consistent iterations. Design a morning routine aligned with your goals, stick to it, and optimize it over time. Use seat belts even when in the back seat. It takes seconds and […]

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April 12, 2024

Beyond the Textbook – Project Management (Podcast Series)

It’s an understatement to say that project management had a huge impact on my life. Learning how to navigate the world with a physical limitation (eyesight) to managing over 50 clients and 20 employees, understanding project management and how to get the most value from it, has had an immense impact on who I am […]

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March 23, 2024

Some principles I live by

“Principles act as shortcuts to help you make choices that you’ll be satisfied with, and they serve as beacons to guide you toward a better version of yourself. They also serve as an encapsulation of important lessons you’ve learned throughout your life.”  – Spencer Greenberg List of my life principles:  Show enthusiasm. Experiencing life is […]

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November 17, 2023

7 Behaviors that kill your reputation, without you noticing it

1. Saying you will do something, and not doing it. 2. Missing deadlines without any plausible explanation. 3. Avoiding conflict, even when everyone knows you disagree. 4. Gossiping. 5. Ignoring boundaries clearly set by other people. 6. Seeking approval for every slight move you want to make. 7. Messy spreadsheets. #7 is definitely the worst.

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October 28, 2023

A “communication problem” is never a communication problem

I’m always intrigued when someone tells me that they couldn’t hit the mark because “there was a communication problem across the marketing and sales team”, or that the project didn’t achieve the client’s expectation because “there was a communication problem with the product team”. Or that a team doesn’t get along due to “communication problems”. […]

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October 12, 2023

Why Linkedin is unreliable

Here is a problem with LinkedIn that no one is talking about. A lot of successful people don’t want to admit how they achieved success, but they still want to be thought leader. So they make up the strategies they used to achieve this success. For instance, most CEOs hire their executives through insider referrals, […]

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October 3, 2023

How progress (actually) looks like

Most people think progress in life looks like this: However, life is full of ups and down – being it on emotional (“I feel like shit today”) or practical (I lost my job) terms. So, progress actually looks like this: So, when you see yourself stuck or even going downhill, remember it doesn’t matter in […]

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September 22, 2023

We’ll pay and do whatever it takes to belong to something

Here is what most marketers nowadays don’t get about branding. When you buy a product, you’re buying a ticket to be part of a group. And belonging is non-negotiable for human beings. We’ll pay and do whatever it takes to belong. And that’s why… Nike doesn’t sell just sports gear… It sells Performance. When you use […]

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Twitter rebranding matters less than people believe it does.

Twitter rebranding matters less than people believe it does. Changing the brand identity won’t change how Twitter is perceived because these things are just part of its story. Yes, branding is an important part of the stories companies tell us, but it’s NOT the story itself.

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In marketing, context is more important than you think

It’s impossible to influence consumer behavior without considering in which context they will discover your product. Think, for example, of a product or service you see as “the best” in its niche. Have you tested every other alternative to be sure it’s the best? Do you understand the technical nuances to ensure it’s as good […]

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