Field Notes: Sammi’s Word of the Year is Diversification ✏️

My 2025 word of the year is diversification. Why, you may ask?

If we’ve learned anything from the “will it, won’t it be banned?” discussion for TikTok’s uncertain future, it’s that it’s idiotic to depend on any one platform for any creator’s livelihood or financial stability.

As always, I’m going to be super transparent with you all. Personally, I have a smaller following on TikTok (around 69K of you, and I’m thankful for every single one of you), but I haven’t built the same sense of community on there as I have on Instagram. I truly believe this is due to a mix of algorithmic destiny, luck, and perhaps my content just generally lands better on Reels than it does on TikTok. I’ve never been able to explain exactly why my content hasn’t done better on TikTok, and I’ve had the opposite experience of many other creators who have thrived on TikTok but have struggled to build a community on Instagram or other platforms.

I have barely touched YouTube so far in my creator journey because it intimidated the crap out of me. I was afraid of the higher production value, the longer form content style, and it’s just a completely different beast than TikTok/IG Reels. However, that’s changing this year. With my word of the year already mentioned at the top of this section, diversifying content is no longer a wish-list item; it’s now a must-do action item in order to stay relevant. The bar for content creation is getting higher and higher, as it should, and I’m ready to lean into something new (YouTube). My goal over the next few months is to upgrade my content production value so I can start building out my channel on YouTube. In order to do so, I’m trying to learn Adobe Premiere so that I’m not dependent on ByteDance’s CapCut editing tool (even though I’ve become so accustomed to using it and using Premiere comes with a steep learning curve). If anyone has any great resources or tips on learning Adobe Premiere, please shoot me a note. I’ve signed up for a few but I can really use all the guidance I can get.

For anyone reading this week’s newsletter, I challenge you to think about ways that you can diversify yourself this year. Maybe that doesn’t mean in a purely economical way, but can you gain new skills, certifications, learn new AI tools? In 2025, things are moving faster than they ever have across technology, social platforms, and regulation (this final sweeping TikTok ban happened faster than most people expected it to). In order to adapt, I’m trying to gameify everything and making it fun to learn these new skills.

And with that, one quick survey so I can make sure that I’m dialing in my newsletter content (& content on IG/YouTube) for you all over the next few months:

Business, Economy & Culture🛍️📈💸

American Express Pays $230 Million in Fines Due to Aggressive Sales Tactics American Express has agreed to pay approximately $230 million in penalties over deceptive practices tied to how it sold credit cards and wire services to small-business customers. Amex’s deceptive sales and marketing of wire products that were pitched to customers as being helpful to avoid taxes. 🤑💸 (wsj) 

Walmart’s New Logo is Making the Internet Mad People this week were looking for a way to be mad at something that wasn’t the TikTok ban, so people decided to get mad about the Walmart rebrand, or lack thereof. If you’ve ever worked at one of these big corporations, you know that ANY change to the brand takes forever to get leadership sign off, so this tiny change apparently cost the company over a million dollars and no doubt took up hundreds of hours of meeting time. (forbes)

Talk Turns to LA 2.0 Is Los Angeles still going to be able to host the LA Olympics? How long and how expensive will the rebuilding efforts be? These questions (+others) are discussed in this article. 🧯🌴 (nyt)

Supreme Court Upholds TikTok’s Shutdown Looks like TikTok is going away if it’s not sold by Sunday (tomorrow). I doubt that the shut down will be as clean as people are thinking it will be, so I’m very curious to see what happens over the next few days. 🙃✍️ (wsj)

The Swiss Sneaker Brand Outrunning Nike and Adidas On Running is everywhere. From tech bros to running aficionados, I feel like this is the shoe of the moment. Thanks to an obsession on product quality and their high-profile celebrity partnerships, 2025 is expected to be an even better year for them. 👟💨 (bloomberg)

Birkenstock Sues ‘Copycat’ Rivals Claiming Its Sandals Are Applied Art Birkenstock is taking legal action against competitors, which it claims have copied its iconic sandal designs. Competitors like Tchibo are accused of selling sandals closely resembling Birkenstock designs. The brand argues that its footwear is not just functional but also "applied art," setting a precedent for intellectual property rights in the fashion industry. 👡⚖️(bof)

Why ‘Cutesy’ Makeup Brands Are Having a Moment "Cutesy" makeup brands are experiencing a surge in popularity, as they tap into consumer desires for fun, colorful, and playful products. Korean brands like Flower Knows, rom&nd, and Fwee are making waves in the West for their fun and playful formats and avante-garde packaging. This new trend emphasizes creativity and individuality, appealing particularly to younger, social-media-savvy consumers. 💄🎨 (wwd)

Inside Fabletics' plan to become a $1 billion brand in 2 years Fabletics is ambitiously aiming to become a $1 billion brand within two years. The activewear company plans to achieve this milestone by adopting a capital-light approach with a strong distribution network, expanding its physical retail presence, refining its membership model, and leveraging data-driven insights to personalize customer experiences.👚💰(modern retail)

What is RedNote, the Chinese Social Media App that US TikTokers are flocking to? RedNote (Xiaohongshu), a Chinese social media app touted as Chinese version of Instagram, has surged in popularity among U.S. TikTok users, with downloads nearly tripling in the past week with hashtag “TikTok Refuge” going viral. 📈📱 Its features are similar to TikTok's, offering content creators a new platform to connect with their audiences and explore different social media opportunities. 📱 (cnn)

Can AI Carry On a Designer’s Legacy? AI is being considered as a tool to preserve a designer's creative legacy after their departure. Designers like Norma Kamali are utilizing custom tools that are capable of generating new designs inspired by her creative essence using text prompts. While AI cannot replicate the unique qualities of a designer’s vision, it can help companies continue drawing from a designer's archive and ideas to guide future collections and maintain their legacy. 🤖🎨(bof)

How Bucks County, Pa., Became a Rival to the Hamptons Bucks County, Pennsylvania, has gained popularity among celebrities seeking a quiet and scenic escape. Real estate values in the area have skyrocketed as the ultrarich transform outdated 19th-century homes with low ceilings into expansive, luxurious residences. The area’s proximity to major cities and its charm has turned it into a sought-after destination for those looking for privacy and relaxation away from the spotlight. 🏡🌿(nyt)

Pressed Juicery launches at Target to Grow its Presence in Mass Retail Pressed Juicery has expanded its reach by launching at Target, aiming to make its cold-pressed juices more accessible to a broader audience. This move is a step toward increasing its footprint in mass retail, making healthy living easier and more affordable for consumers. 🧃💪 (modern retail)

Cannabis Cocktails Are Growing Quickly, But the Law Might Stop That Soon Cannabis-infused cocktails are rapidly gaining popularity as an alternative to alcoholic beverages. However, legal hurdles could slow their growth, as lawmakers seek to regulate this emerging market amid growing consumer demand. 🍹🌱(bloomberg)

CFPB Sues Capital One for 'Cheating' Customers out of Over $2 Billion in Interest The Consumer Financial Protection Bureau (CFPB) is suing Capital One for allegedly overcharging customers and depriving them of more than $2 billion in interest. This case highlights the ongoing efforts to protect consumers from sketchy banking practices. 💼⚖️ (cnbc)

Adult Bonnets Are The Winter Hat of the Moment Adult bonnets have emerged as a trendy winter hat choice, offering both style and warmth. Amsterdam-based Pien Studios’ $210 balaclava, crafted from mohair, merino wool, and silk with slim scarf-like ties, has become highly coveted. These hats' nostalgic and cozy appeal has made them popular, especially as part of a broader movement toward unique and individualistic winter fashion. 🧣❄️ (nyt)

Concept of the Week: Loss Aversion🧠🛋️  

Loss aversion is a concept that I think about surprisingly often.

People fear losing something they already have more than they desire a comparable gain. Many people are innately wired to have somewhat of a scarcity mindset around losing the things that they currently have in their possession.

The way that I think about this most often is in terms of a marketing framework: marketers often frame messages in terms of avoiding losses ("Don’t miss out!") rather than gaining something. Limited-time offers and countdown timers create urgency and fear of loss. Next time you’re targeted with an offer online or an ad for a sale of some kind, it will likely have this loss aversion tactic baked into it somewhere. Once you see it, it’s hard to unsee it.

Venture Capital/Innovation & Entrepreneurship💰🌍💼

Generative-AI Design Platform Raspberry AI Raises $24 Million Raspberry AI, a generative design platform powered by AI, has raised $24 million to revolutionize how design is created. Raspberry AI aims to make design processes more efficient, accessible, and scalable, changing the way brands create and innovate. 🤖🎨 (bof)

eBay Acquires Caramel to Reduce Risk and Complexity of Online Car Sales eBay has acquired Caramel, a startup simplifying car sales by handling verification, financing, insurance, and more to revolutionize online car sales, enhancing security and streamlining transactions. This move is set to minimize risks and elevate the buying and selling experience in the digital vehicle marketplace. 🚗🔒💻 (tech crunch)

Barry's Bootcamp Announces New Investment as Others Exit Boutique Fitness Category Barry’s Bootcamp has announced a new round of investment, positioning itself for growth as other boutique fitness brands exit the market. This investment will help the company expand its offerings and maintain its leadership in the competitive fitness industry. 🏋️‍♀️💪  (cnbc)

Overhaul Raises Another $55M to Help Companies Like Dyson and Microsoft Fight Supply Chain Theft Overhaul has raised $55 million to enhance its technology aimed at preventing supply chain theft. The company is working with major clients like Dyson and Microsoft to secure global supply chains through advanced tools and services. 🔒📦 (tech crunch)

Resources/Links 🌶️🧥

This easy-to-use habit tracker

These micro courses across different topics

This site to use if you want to identify a cool font that you see on the internet

The Best Ways to Protect Yourself From Wildfire Smoke and Ash Top tips to shield yourself from wildfire smoke and ash include using N95 masks, staying indoors with air purifiers, and sealing windows to maintain air quality. 🌫️😷 (time)

How To Consistently Go Viral: Nikita Bier’s Playbook for Winning at Consumer Apps Nikita Bier, known for his success with viral consumer apps like TBH, shares his playbook for achieving consistent virality. His strategy emphasizes creating emotionally resonant experiences, fostering curiosity, and designing shareable content that users want to spread organically. By understanding audience behavior and leveraging data-driven insights, Bier highlights how to build apps that captivate and grow rapidly in today’s competitive market. (Lenny’s Podcast, youtube) 🚀📱

9 of the Silliest Words in the English Language This article humorously explores some of the most absurd and puzzling words in the English language. Words like "gobbledygook" and "flibbertigibbet" make you question how they even came to be! Language can be a playful thing, and these words show just how creative and quirky English can get. 🤪💬

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P.S. - If you see any typos in this newsletter, know that I did it on purpose just to make you giggle.

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