@RobPerry_
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Head of Growth @ https://xitter.cf/t.co/v7YuQ0feDp | I grow brands - not hair | Girl Dad & Husband
Joined December 2025
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I encourage this. Everyday within our team.
You won’t make if you don’t.
Even as an operator, scrolling Twitter and following the right people has been one of the highest ROIs I can think of this year.
Software, creators, workflows, retention… this practice is gold.
Doomscrolling should be part of your job.
Once you know which angles work for your product, there’s a huge upside in being first to bring a new format into your market.
There are only so many angles for your product, but new formats are emerging every day.
I’ve brought new formats into our market many times and saw huge growth during those periods.
The easiest way to do this is to either
Intentionally doomscroll content your audience watches organically.
Or take a format from another niche or market and bring it into yours before everyone else starts doing it.
Here’s how to approach it:
1. Look outside your own market
If you only look at competitors, you’re mostly finding things your audience has already seen.
Look at what brands in other categories are doing too.
A format that’s been used a lot somewhere else can still be new to your market.
2. Consume content your customers actually watch
On YouTube, search for the problems, interests and routines around your product and find creators making content for your audience
On TikTok, search the phrases your customers use when talking about their problem.
Open relevant vids, read the comments and click through to the creators and scroll through the vids.
Same for IG.
3. Build a swipe file
When building one you also need to be able to answer which of your winning angles could work with this format (there needs to be angle <> format fit)
4. Be the first one to test
Don’t wait until all your competitors are running it before trying it yourself.
Ofc, being first doesn’t mean the ad will work. You still need to execute it well.
How are people using personal agents?
Here is my use case right now for work:
- Create a list of todos in apple notes (just part of my workflow)
- Agent goes in, scans, each day after working hours and adds to notion database.
- agent then each night, searches all communication channels for context into todos and adds notes in notion data base
- I then go in before bed and assign who is responsible for what (me or agents)
- Agent then runs a scan after I’m asleep and if it is assigned a task, goes to work based on context.
- I get a morning report of what was done and I review.
Some tasks it completes are site checks, webpage builds/iterations, ads compliance reviews & strategy suggestions ect…
Does anyone else use theirs for different things that I can add on?
I’m still tweaking and adjusting context inputs for output.
One thing I can't get out of my head this week...
Everyone says they work hard. Literally everyone.
But there is one attribute I think separates people, and most people completely miss it.
It is the willingness to be a student.
All of the time. No matter where you are at in your career.
That is the hidden separator. Most people stop learning once they get the promotion or start getting paid well.
I call these people the Never Graduates.
They ask better questions. They watch the videos. They attend events. They take masterclasses.
They invest their own time in getting better at the work they ALREADY DO.
That is why the Kobe early morning stories stick with people.
I just think a strong work ethic is not that hard to come by. That student mentality is.
It is probably why I tend to hire younger and hungrier people over experience for a lot of execution style roles.
I bet you can think of someone who just has “it,” and it is likely because they never stopped learning.
Are you that person? I want to connect with more people like that.
Know that person? Tag them.
Does anyone else get the random urge to build faceless channels on the promise of riches?
X makes me want to do that everyday.
Most people do not have a focus problem. They have an input problem.
One change has helped me a lot over the last few months: I started treating my attention like a P&L.
Every input has to earn its place.
Social media, news, markets, people, group chats, and the “can we get just 15 minutes of your time?” calls that turn into an upsell and a pitch to come back next year.
If it is not helping me think clearly, it does not get access.
With the season we are in, focus is key.
I believe one of my competitive advantages is doing the little things most people overlook, starting with protecting what goes into my head.
You too?
There are some days where I get to the end of the day...
Open up X
Read the first post
Close the app
Sometimes it's just feeling like I can't keep up with the latest tool or like tonight it is Meta back on their BS in ads manager.
It's a no from me dawg
Just left the dentist...
He told me I have been grinding in my sleep.
I dapped him up and said thanks doc and told him about LIVFRESH.
He loved it so much he gave me a mouthguard to wear while I sleep.
Hustle respect hustle.
Rob Perry retweeted
To celebrate Cumulus launching on a @Target endcap, I'm giving away 1 machine a day until it's live. 🎯
If this gets 100 reposts, I'll make it 2 a day.
Repost and comment how you take your cold coffee to enter. Winners announced nightly, and they just cover $50 shipping.
Friendly reminder that January comes after December.
A big mistake I see brands make is they start focusing on January in late December.
We get so hyper-focused on Q4 that once it’s over, brands tend to focus on counting their $$ and slow down for the holidays.
You got your Q4 plans (you should lol)
Spend some time thinking through January/Feb plan now.
Your Q1 will thank you.
LEADERSHIP HACK
If you don't think someone you work with is living up to their potential...
They probably know that.
Rather than telling them this… Ask them if they feel like they are.
Way better conversation comes from this.
Nothing will prepare you for the day your kid starts saying a word correctly
Stummy ache is now stomach ache and now I have a heart ache
EVERYONE IS OBSESSED WITH AI CREATIVE
Very few people talk about the offer
You can’t out-creative a bad offer anymore
I don’t know maybe this works for some but…
I have had the exact opposite experience.
I used to get on calls and get right to it.
They were shallow. There was no depth. No real connection with that person.
I only figured that out after switching how I approached conversations.
I now prepare for calls, know who I’m about to get on with, and I make it a point to ask about something personal/important in your life or I ask GOOD questions to get there.
Because I care and I am genuinely interested.
If that’s not you that’s fine.
But those kinda conversations suck.
We need more creators with a mindset like this.
I cannot explain the value this brings to a brand.
I had a creator recently tell us they want to be a “killer” and then go on to say “I didn’t know you wanted me to compete against others”.
I LOVE when brands are super involved with their creators and throw in a little healthy competition 👏
Leaderboards, incentives, challenges… it makes creating so much more fun and motivating.
Or maybe I’m just saying that because I’m doing well rn LOLLL 😭
@TrybeUGC
#trybe #ugccreator
Super interesting exchange with ChatGPT.
I’m always playing around with and searching and seeing if/how we show up in searches.
It just seems like it’s “reasoning” is certainly like that of a consumer in how one places trust.
Interesting… very interesting 👀
Cool to see Claude spin up agents to complete the task.
Also… Testing taking organic angles with strong engagement metrics (not views) and creating a massive pool of hooks and angles based on outer signal data and current account performance data.
It makes sense in my head. Will report back
Today I officially become an Unc... or so I'm told.
I turned 35, so naturally... I had Claude interview me about my career, marriage, being a dad and the lessons in between.
Here's what 35 years of life has taught me 🧵
30) If you don't have kids, don't pretend you know what it's like. I did this... then I had a kid. Had my world rocked (in the best way). But I thought I knew... I did not. I couldn't.
31) Controversial but there is no winning with alcohol. I stopped drinking when my daughter was born and I wish I would have stopped sooner. Not for health but for clarity and presence.
32) Unless it drives income, delete endless social media scrolling from your phone. I have found myself being more intentional with my time and I am far happier.
33) Early on, say yes to everything. Take the meeting, get in the room, meet the people. Later in life, being available isn't always a good thing. Your time is your most valuable asset, so learn when to say no.
34) Taking care of others is often the best way to take care of yourself. When I was in the police academy, room inspections happened every morning. If your roommate/partner had something wrong with their uniform, you got blamed. I think about this a lot.
35) Time is fleeting. Do what makes you happy and fuck anyone who tries to get in your way.
There are things I didn't talk much about here because right now, I don't think I am the right person to comment on. Money, business, fantasy football...
All 35 points here were meant to tell a bit of story. Where I have been and where I am at.
If you find a single point of value from this, that is W for me. Also would love to know if it brought any thoughts or you have a difference of opinion.
Here is to just getting started as an Unc