Welcome to ASOM Unfiltered! 👋

ASOM Unfiltered is your not-so-typical newsletter, serving up unfiltered hot takes straight from the ASOM Hosts. Brought to you from the perspective of an Agency, SaaS Founder, Operator, and Marketer, we dish out the spicy opinions you didn’t ask for—but we’re giving you anyway.

*Please note: These rants are the wild brainchildren of the ASOM Pod hosts and do not reflect the thoughts, opinions, or life philosophies of the other hosts. In short: if they said it… they said it.

But of course before we jump into that, here’s our shameless plug to our latest podcast episode in case you missed it. That preview image below is enough to make you click, right? 🍌

Why Startups Are Failing Faster Than Ever Before - EP21

In this latest episode of The ASOM Pod we reveal why startups seem to be hitting roadblocks more than ever— over-reliance on agencies, lack of financial savvy, and misaligned marketing tactics. But it’s not all doom and gloom; we also share practical advice and tips to help founders stay afloat and focus on what matters.

My Take on #FounderMode

Passion over job.

Founders have passion. Managers often less (not at the same level)

Founders obsess. Managers do work for the job. 

Founders don’t know what work life balance is. Managers push for work life balance. 

Passion and obsession drives emotion and people will go to war for you. And people going to war with you is how magic happens. 

Managers drive “logic” and “process” .. which will have people do work for you, for a check. They do the work, and sometimes that’s enough to grow.

The magic of Founder mode is the passion. With passion comes intuition and gut instinct - one that is undeniable.

However our challenge is simple. Founders don’t listen.

We’re naive. We do what we want. And we don’t know how to give up.

And at the end of it all.. There’s no right or wrong.

One is better at starting the fire, while the other can keep a fire burning and growing. 

There’s a need for both and it’s no different than someone who prefers to work in a startup vs large corporations. 

Hot Take: Founders, Authenticity Matters More Than You Think

Here’s the truth: if you’re a founder who doesn’t genuinely embody the product or lifestyle you’re selling, you risk undermining your brand and reputation. Consumers can spot inauthenticity a mile away, and in today’s market, the cost of appearing disconnected from your brand’s values is steep.

I recently came across a founder promoting a new workout gadget. He’s actively building his brand in public and even appears in the company’s paid ads. Yet, with all due respect, he looks more like he’s preparing for a Halloween party than an intense workout. The optics don’t align with the product he’s trying to sell.

We’ve seen this before, founders who pitch products that they clearly don’t use or support. If you’re trying to establish credibility and trust with your audience, you have to practice what you preach. Otherwise, it sends a strong signal that you’re inauthentic, and that type of inconsistency reeks of fraud.

The bottom line? If you’re selling golf clubs, make sure you actually hit the green from time to time. If your brand revolves around fitness, supplements, or workout gear, take care of your own health and wellness. Being the face of your brand means living out the principles you promote. Authenticity isn’t just a buzzword; it’s the foundation of a brand’s credibility and long-term success.

Customers are savvier than ever, and they demand genuine connection. If you can’t fully support the lifestyle your brand represents, don’t expect them to support you. Authenticity isn’t just nice to have—it’s a non-negotiable in the world of modern entrepreneurship.

Communication and Setting Proper Expectations Rant

At the start of this year, Robinhood started making some major moves. Rolling out multiple products all as part of their Robinhood Gold Membership. Some of the stuff had been out, but they were making major noise and it garnered my attention.

Previously, my only use of Robinhood was to execute options but with all the noise they were making, they had me listening. I quickly signed up for Robinhood Gold, the 5% interest (now 4.5% after last fed rate cut) on the brokerage account made it a no brainer since the interest from my account would more than pay for any membership fees. The thing that pushed me over with excitement?

3% cash back credit card. Currently, I spread my spend across Delta and Marriott cards for status and the rest all goes to cash-back cards. An extra 1-1.5% depending on the card would be an ASOM unlock!  I signed up for the ‘waitlist’ and even referred a few people to it.

With all of these moves that Robinhood was making (they are also pushing to get people’s 401ks/IRAs), I went ahead and purchased some of their stock (Up 48% since April when I purchased it). I was super excited. Robinhood Fanatic!

Fast forward from March, we are now in October. I have not received the card. I can not find any information on line of when I will be sent the card. There has been zero communication from Robinhood with any sort of status update. Apparently, some people have received them, but that is not confirmed.

Robinhood has followed the playbook of how NOT to communicate with your customers. Also followed the playbook on how to NOT set proper expectations. They have created a negative experience out of thin air when it did not exist prior.

Rookie mistake folks. Straight fucking amateur hour. I expect more out of them.

Don’t do this folks. Communicating with your customers and setting proper expectations with new products should not be an afterthought. It should be an absolute part of the rollout.

So now I am bitching about it to you guys reading this lol.

Am I going to sell my stock? No, but I might sell the initial investment and freeroll the profits.

Am I going to NOT USE their credit card if send it to me? No, I will definitely use it however if someone else comes along with a 3% cashback offer I am no longer super sticky with Robinhood.

You want your customers sticky. You don’t want your customers looking elsewhere. You not only want to deliver the best product but you also want to treat your customers how you would want to be treated. Lack of communication with your customers can totally fuck up your relationship.

Who Gets Organic Search and Social Will Win the Next Three Years.

Today, the hyper-focus is on retention for nearly every brand we speak with. But should it be? The short answer is that it should have always been a hyper-focus, and there is one more gold nugget that everyone is overlooking.

Those brands that prioritized genuine customer relationships by delivering quality products and memorable experiences are reaping the rewards today. They stayed ahead of the curve, weathering the storms of rising ad costs, iOS privacy changes, and the noise of quick-fix strategies. But there’s another layer many are missing, a powerful force that’s been quietly building momentum – once again.

Organic.

Today, organic presence — both in search and social — is what retention was supposed to be for every brand years ago. The ones who bet on real connections with their customers are now seeing the dividends. We’re at a turning point where social media and search are opening new doors, especially for those willing to seize this moment. Advancements in AI, consumer-centered platforms like OpenAI’s ChatGPT, and similar technologies are revolutionizing how brands are assessed online. These tools prioritize expertise, third-party reviews, and real conversations across the web.

Picture this: imagine your brand is a women's activewear company, and a customer searches for “best workout bottoms.” Here’s what happens now — the output generated by AI will be less cluttered than a traditional Google search. Sponsored spots will be few, followed by limited organic placements. And which brands will emerge in those prized organic spots? The ones with expertise, the ones with enthusiastic reviews, and those with positive sentiment on discussion boards. This is more than traditional organic search traffic; it’s an era of organic AI-recommendation traffic, a shift that is already beginning.

So, let’s talk about organic social. This change goes beyond algorithms and search engines; it’s about a shift in cultural tides. Gen Z and younger millennials are stepping into the world as the new power buyers, bringing with them fresh expectations for authenticity, trust, and a shared sense of purpose. This generation doesn’t just buy products; they buy into values. They look for brands that actively support communities or — even better — build their own. And they want real conversations, not just curated content.

These young consumers want something more than traditional UGC; they seek genuine social proof, visible on the platforms they live in, from social media to discussion boards. And for those brands that reflect their values and offer quality, these aren’t just one-time customers. They are generational buyers, committed not just to a product, but to the spirit of the brand behind it.

Today, we’re standing on the edge of a new frontier in brand building. Those who see it, who lean into organic growth — in both search and social — are the ones who will thrive in this new landscape.

Andddd that’s a mic drop on this week’s unfiltered takes! If you’re addicted to our unapologetic rants (or just enjoy a good train wreck), be sure to hit that Subscribe button and let us keep your inbox spicy.

And of course, don’t be selfish—share with your friends, coworkers, or anyone who needs a wake-up call from their boring newsletters.

Until next time, keep it hot, keep it unfiltered. ✌️