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Hello and welcome to the 173rd edition of Fresh Salmon.

If you're new here, welcome aboard! 🧡
And if you’d like to catch up on past issues, click here.

“You’re Not a Drop in the Ocean — You’re the Ocean in a Drop”

Every founder, creator, and marketer starts small.
One idea. One message. One product.
But let’s not forget: scale doesn’t come before impact — it follows it.

You don’t need a massive team or millions in funding to shift a category.
You need clarity, conviction, and a system to share it with the world.

Today’s edition is about exactly that — building layered, compounding systems that turn small moves into big waves.

Let’s dive in.

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Stop Thinking in Channels. Start Thinking in Layers.

Let’s get something straight:

LinkedIn strategy.
Instagram growth.
YouTube SEO.
Email newsletters.
TikTok content.
It becomes a swirling mess of siloed tactics and inconsistent results.

But here’s the reality:

When those layers work together, they don’t just add up — they compound.

That’s how you build something that grows — consistently, predictably, and without burning you out.

The Power of Channel Stacking

There’s a concept I keep coming back to with clients and teams:
Channel stacking.

It’s simple but powerful:
Instead of picking one channel to bet on, you build a repeatable system that feeds multiple channels — all from the same core content.

So let’s say you’ve got a video podcast.

A typical “siloed” mindset looks like this:

• Upload the full video to YouTube

• Maybe post a few LinkedIn quotes

• Hope the algorithm is in a good mood this week

But a stacked approach looks more like this:

One podcast episode →

• 8-10 short-form clips for Instagram Reels and TikTok

• Multiple posts for LinkedIn

• Audio-only version for Spotify/Apple

• SEO blog post from the transcript

• Embedded video in your weekly newsletter

• A YouTube long-form upload with thumbnail and optimized title

• Syndicated snippets to micro-communities or Slack groups

Same content. More surfaces. More at-bats.

And the key?
You’re not starting from zero each time.
You’re simply activating layers that work together.

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Why Predictability > Virality

Let’s kill a myth while we’re here:

If your growth plan relies on “maybe one of our posts blows up,”
You’re gambling — not operating.

Instead, your goal should be predictable performance.

For example:
Let’s say every podcast episode you produce gets cut into 10 clips.
And you know, based on historical data, that each clip gets ~1,000 views on Instagram.

Simple math:
10 clips x 1,000 views = 10,000 views per episode
Release 4 episodes a month = 40,000 views/month
Across 3 channels = 120,000+ monthly impressions

Now you’ve got something better than viral:
You’ve got distribution math.

And math is scalable.
Math is fundable.
Math is how you build a business — not just an audience.

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Systems Win. Likes Don’t.

Don’t get distracted by the surface metrics.
A clip that gets 60 likes might still drive inbound leads for weeks.
A post with 4 shares could land in front of the exact buyer you need.

It’s not about likes.
It’s not about going viral.

Because if every episode gives you content.
And every piece of content has a distribution plan.
And every distribution plan stacks across channels…

Then suddenly, you’re not just marketing. You’re operating.

Stack, Don’t Scatter

If you’re still thinking of marketing as a set of disconnected platforms,
You’re already behind.

Here’s what to do instead:

Start with one content pillar (ideally video)
Cut it into multiple formats
Stack it across multiple channels
Build systems, not guesses
Focus on predictable reach — not flash-in-the-pan engagement

Because the teams that win?

They don’t post and pray.
They create the storm — one stacked layer at a time.

Interesting Thing That I Read This Week

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.