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What NFL Star A.J. Brown Can Teach You About Growth & Influence

TikTok is officially banned in the US.

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Hello and welcome back, we are now on the 153rd edition of Fresh Salmon, your go-to B2B marketing newsletter, which is read by 4,000 founders, marketers, sales professionals, and product managers, across the world.

Wow, TikTok is officially banned in the US. Who would have thought that?

To be honest, I still spend the most amount of time on LinkedIn, but TikTok had few of the best creators in the world.

Also, I don’t think, I have ever seen people making so much money from any social media platform as creators were making on TikTok - and this is why the impact of TikTok ban is far bigger than you can imagine.

Let’s see what happens next.

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The Sideline Bestseller

Sometimes, the most unexpected moments spark the biggest waves. That’s precisely what happened when A.J. Brown, the Philadelphia Eagles' wide receiver, turned a quiet sideline reading session into a literary phenomenon.

Let’s unpack the magic behind how Inner Excellence by Jim Murphy went from Amazon obscurity (ranked 523,497th!) to the #1 spot overnight—and why it matters to you as a marketer, founder, or leader.

A.J. Brown’s Secret Sauce

Brown, caught on camera flipping through the pages of Inner Excellence during an NFL playoff game, shared why the book resonates with him: “Football is 90% mental and 10% physical.”

The self-help guide teaches that success isn’t just about outward wins but stems from honing your inner mindset.

A viral moment turned into a case study in organic marketing:

  1. Authenticity Wins: Brown didn’t hold a press conference or stage a promotional stunt. His casual sideline ritual showcased authenticity—and audiences connected with it.

  2. Community Amplification: Eagles fans rallied around their star player’s recommendation, flooding Amazon with purchases and reviews. Grassroots momentum outperformed traditional marketing.

  3. The Ripple Effect: Searches for the book spiked 5,000% on Google within hours. Social proof (Brown’s public endorsement) met curiosity, igniting massive demand.

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Key Takeaways for You

Here’s what this unexpected bestseller can teach us about growth and influence:

  1. Your Product is the Hero, Not You
    Brown wasn’t selling Inner Excellence. He simply lived it. Too many brands try to shout their message instead of letting the product’s value speak for itself. How can you show—not tell—your audience about your offerings?

  2. Leverage Unexpected Ambassadors
    Sometimes, your most effective advocates aren’t the obvious ones. Think outside your target audience to identify “sideline champions” who genuinely connect with your product.

  3. Focus on the Long Game
    The book emphasizes reframing competition—not as a zero-sum game but as an opportunity for growth. Apply this mindset to marketing: collaborate where others compete, and embrace feedback (even failures) as fuel for iteration.

  4. Create Viral, Shareable Moments
    This wasn’t planned, but the simplicity of Brown’s act was key to its virality. What touchpoints in your business are natural, relatable, and quietly powerful? Spotlight them.

Inner Excellence is on Amazon Chart at #6.

A Final Thought

The story of Inner Excellence is more than a viral moment — it’s a masterclass in how authenticity and simplicity can ignite massive success. Whether you're launching a product or writing your own playbook for 2025, remember authenticity and simplicity.

Keep focusing on your inner excellence 🙂 . . .

P.S. If you haven’t read Inner Excellence yet, maybe it’s time to join the 5,000% club. (And no, this isn’t sponsored—just inspired.)

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Interesting Thing That I Posted This Week

This is based on real incidences . . . . .

Tweet That I Posted This Week

This concludes this edition of Fresh Salmon. And once again….

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.