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Hello and welcome to the 172nd edition of Fresh Salmon.

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

Happy Father’s Day

Today, we’re raising a toast to the dads, stepdads, granddads, and father figures who show up, lead with heart, and teach us what it means to keep going — even when no one’s watching. Whether you’re celebrating, remembering, or reflecting, I’m sending best wishes your way. Cheers!

Meet our primary partner for today’s edition: OneNine. Check them out 👇👇

The Website Team Trusted by the Highest Performing Marketers

The perfect website team is reasonably priced, incredibly good at communication, highly responsive, very transparent, and actually cares about your success. If your current team falls short on any of that, we would love a chance to prove ourselves.

Most marketers have resources but rarely a true expert partner for design, development, or website management. That is where we come in. OneNine becomes your website team for as many or as few tasks as you need.

Whether you need just design, just development, or both, every OneNine client gets a dedicated project manager who keeps projects moving quickly without needing your constant oversight. We only do website design, development, and management. There are many agencies, but few can say they have been doing this for more than 13 years with a fully North American team and hundreds of active clients who trust them. We can.

Get 10 Free Hours!

If You’re Relying on AI to Go Viral, You’ve Already Lost

If you think AI is going to make you go viral - I’ve got bad news…

Look - I’m pro-AI. I use it every day.
But if you think AI is the answer to your content problem…
You're already losing.

Because tools can only scale what you already know how to do.

If you don’t understand how content works -
No tool can save you.

I get this all the time:
“Hey, I’m busy - can you just make an AI clone of me so I can grow on Instagram?”
Sorry. That’s not content.
That’s cosplay.

Real content comes from clarity.
Clarity about your business.
Clarity about your message.
Clarity about your audience.

And that means:
1. Figure out your business strategy
2. Build your content strategy around that
3. Create a distribution plan that matches your goals
4. THEN -- use AI to accelerate what’s working

That’s the order.
That’s the truth.

AI is a force multiplier.
But if you’re multiplying nothing -
You still get nothing.

So before you hire ChatGPT as your head of content,
Build your own content muscle first.

Meet our secondary partner for today’s edition: Deel. Check them out 👇👇

Streamline IT management with 'The World at Work 2024: Deel IT

Discover how you can transform your IT operations, enhancing operational efficiency & compliance across borders. Our guide has essential strategies for managing a global workforce.

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You Don’t Need a Viral Hit. You Need a Distribution Stack.

A lof of people make the mistake of thinking distribution will just…..happen.
Let me tell you - it won’t.
Distribution isn’t luck.

It’s blood, sweat, and process.

If you’re not actively pushing it,
You’re basically hoping someone else will care more about your work than you do. And that’s not going to cut it.

Forget the hacks.
Forget the overnight tactics.
The people who win consistently?
They build predictable distribution systems.

They don’t wait for lightning to strike.
They create the storm.
And most of the times, these are multiple small storms.

And here’s the key:
You don’t need one channel to blow up. You need to stack your distribution.

Podcasts. Newsletters. LinkedIn. Micro-communities. Partner networks. Syndication. YouTube.

Every piece matters.

It’s not about going viral - it’s about stacking reach by showing up everywhere that matters.

Distribution is a game of effort and intention.
Own it.
Build it.
Partner it
Stack it.

Don’t leave it on the table.
Because the people who do?

They’re the ones we all end up hearing from.

Meet our secondary partner for today’s edition: Synthflow. Check them out 👇👇

The Smart Way to Choose Voice AI

Learn how to balance performance, latency, and cost in contact center Voice AI. Get model insights, platform considerations, and why bigger doesn’t always mean better for UX.

Download The Free Guide

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.