Field Notes: Your Zone of Influence ✏️

I had a wild year. Highlights and lowlights include my wedding in South Africa, two IVF rounds, a new puppy, shutting down my matcha business, and trying to survive at my corporate job as I was also developing my social media business. Despite the chaos, I was able to 10x my Instagram following in 2024, and I used that fact as the hook to my 2024 recap video. I chose this hook because 1) it’s catchy, 2) many people are curious about how other people grow their social media followings, and 3) I finally cracked the code for myself on how to lean into what makes me uniquely positioned/what provides the most value to other people.

I started my social media journey in mid-2022; I had no idea what I was doing, but of course, this is how everyone usually starts any new hobby. It was my creative outlet and I was exclusively posting on TikTok. TikTok felt psychologically safer to me than posting videos on Instagram (remember, this is before Reels were cool). My content focus was non-existent, I was talking about everything from wedding planning to celebrity closeups.

It wasn’t until late July 2024, when a series of mine went viral (it all started with this Outdoor Voices video), that I had this “a-ha” moment. I realized that even though I was obsessive about business breakdowns, tech, and marketing in my personal life, I had never thought to bring these topics to my social media platform.

It was around this time that I opened one of Noah Kagan’s newsletters, where he mentioned this term that he called the “zone of influence”. This is the intersection between your existing skills, knowledge, and network. Once I read the term, I realized that I had found my own zone of influence. I leaned in to this zone hard and was able to see a noticeable difference in my engagement, following and overall growth on social media.

How to find your zone of influence: So spoiler alert: there’s no easy step-by-step guide on how to figure this out for yourself, but I believe that you probably already have a good idea (or few ideas) of what your potential zones of influence could be. And if you don’t, I recommend taking an hour or two to think through the following elements that make up a zone of influence:

Skills: you know what you’re naturally good at. These can be skills that you’ve learned through your job or life, and these are skills that you feel confident doing (and you feel like you probably do better than other people). Knowledge: your understanding of a certain sector, industry, space, or any corner of the internet. You know what you know and what you don’t know, so double down on what you feel like you have a good understanding of. Network: your network is who you’re already connected to, or people whom it would be relatively easy for you to become connected to. The convergence of these three categories creates a specialized arena for you to thrive professionally, and in this zone, you’ll be able to create value for other people (and likely get paid for it).

My wish for all of you is to find your personal zones of influence this year or to double down on it if you’ve been lucky enough to figure out what yours is. Because once you find it, that’s when the fun really starts. xx Sammi

Business, Economy & Culture🛍️📈💸

The King of Network TV Wants Just 30 Minutes of Your Time Dick Wolf is the mastermind behind one of network TV’s longest-running shows: Law & Order. 📺️🦹 He was the king of the Peak TV era. In 2010, NBC cancelled Law & Order, and he’s rebuilding his empire at age 78. Currently, he has a staggering nine scripted shows running across different networks. His latest show, On Call, a show about a police force in Long Beach, California, premieres on Amazon Prime this Thursday. (nyt)

H&M’s Comeback Plan: Try to Be Cooler H&M is revamping its strategy to reclaim its spot as a favorite among younger shoppers. 🧑‍🎤✨ The plan includes lowering prices 🤑, modernizing stores 🛒, and launching buzzworthy collaborations such as their partnership with Charli XCX 🎶. Acknowledging that its brand has become stale, H&M is doubling down on edgy, trend-forward fashion to compete with Zara and Shein and sharpen its image. (wsj)

Is Living on Top of a Costco the Answer to Affordable-Housing Crisis? In an innovative move, Costco is exploring mixed-use developments with residential apartments built atop its warehouses 🏬🏡. The concept could provide affordable housing options in high-density urban areas 🌆💡 while maximizing space efficiency. Critics, however, raise concerns about noise, traffic, and quality of life for residents 🚦🔊. As housing shortages continue, this unconventional idea might pave the way for creative urban planning solutions. 🌟📏 (wsj)

Legal Questions Arise as Walmart’s ‘Birkin’ Goes Viral on TikTok and Sells Out Walmart’s newest leather handbag is causing all sorts of commotion across TikTok 🤔✨. Drawing comparisons to Hermès’ iconic Birkin bags, this budget-friendly (under $300) Wirkin alternative aims to bring a slice of luxury to everyday shoppers 🛒💼. Critics debate whether it’s homage or imitation, but Walmart is still perpetuating affordable fashion with dupe culture. What’s particularly interesting about this is the news cycle over the past year that has confirmed that Walmart is also winning with higher earning shoppers as well. 💡🎨(wwd)

Rolex Hikes Watch Prices by as Much as 8% After Gold Surges Rolex has increased the prices of its luxury timepieces by up to 8% globally 🌍📈, citing a rise in gold prices as a major factor 📊. While the brand remains a symbol of timeless luxury, this hike reflects growing material costs and inflation pressures. Collectors and enthusiasts may feel the pinch 💸, but demand for Rolex's iconic models remains as strong as ever. 💎🔒 (bloomberg)

Justin Baldoni and His Publicists Sue the New York Times for Libel I know that this story has already gotten so much air time, but this is a trainwreck of a situation that continues to make both parties (Justin Baldoni and Blake Lively) look horrible. Both sides are going for the jugular and I have a feeling that we’ll continue to hear about this saga for the first few months of 2025. 🙃📺️ (nyt)

Quince Discusses Obsession With Quality, Accessibility and Cashmere 2.0 Quince is redefining luxury with its $50 cashmere sweaters. 🧥💎 Focused on affordability and sustainability 🌱, the company delivers high-quality products by streamlining production and cutting out middlemen ✂️📦. With an emphasis on accessibility, Quince is carving out a niche for those seeking luxurious basics without the hefty price tag. 🤑✨(wwd)

Does Listening to a Book Count as Reading It? Debate Roils Literary World The literary world is divided over whether audiobooks qualify as "reading." 🤔🎙️ Advocates argue audiobooks engage cognitive processes similar to traditional reading 🧠🔊, making literature more accessible to busy and diverse audiences 🚶‍♀️🎧. Critics, however, question whether comprehension and engagement match the depth of reading printed words 📖🤓. The debate highlights the evolving nature of how we consume stories. 🌐📖  (wsj)

OpenAI is Taco Bell A playful analogy compares OpenAI to Taco Bell, emphasizing the creative repurposing of basic "ingredients" 🛠️💡. Just as Taco Bell transforms a handful of ingredients into diverse menu options 🌯🌮, OpenAI combines existing AI tools to create revolutionary applications 🔄🚀. This highlights the power of strategic innovation and simplicity. 🌟🤩 (sherwood)

Thinking of Buying an EV? You Might Want to Move Quickly As federal tax credits of up to $7,500 remain available for electric vehicle (EV) purchases 💵⚡, potential buyers are urged to act fast. ⏳🚗 Supply chain challenges and changing policies under the Trump administration may impact availability and costs soon 🔄💰. EV adoption is surging, making this the ideal time to invest in a greener future 🌱🔋. Fun fact: Trump's actions appear to align with Elon Musk's interests, potentially targeting legacy automakers like Toyota as they venture into the EV market—a strategy that could ultimately provide a significant advantage to Tesla by eliminating its competition. 🌱🔋 (cnn)

‘Wicked’ Green, ‘Room Next Door’ Red and ‘Substance’ Yellow: It’s a Bold Season From fashion to film, this season is all about bold, striking colors 🌈✨. Designers and filmmakers are embracing daring palettes like vibrant greens, fiery reds, and luminous yellows to create unforgettable visuals in the movies that are color-forward. The trend is a celebration of vivid color expression in film. 🎥👩‍🎨. (nyt)

Lego is Reinventing Its Iconic Brick Sets and Keeping the Toy Industry Afloat Lego is innovating with culturally relevant brick sets 🎭🧩 to capture new audiences while delighting loyal fans. The company is doubling down on sustainability ♻️🌍 and storytelling-driven designs 📖✨. Its success helps stabilize the broader toy industry, proving that reinvention is key to staying relevant in a digital world. 💻🎉(cnbc)

Gen Alpha is No Longer the Youngest Generation — Gen Beta has Arrived Welcome Gen Beta! 🎉🌍 Born from 2025 onward, this generation will grow up in an era defined by AI 🤖, advanced technology 💻, and unprecedented cultural diversity 🌎🌸. Experts predict they’ll redefine norms with an innate digital fluency and unique perspectives. 🌟🍼 (business insider)

Concept of the Week: 🧠🛋️  Arrival Fallacy

The Arrival Fallacy is the false assumption that reaching some goal or achievement will create durable feelings of satisfaction in our lives.

True happiness lies not in the achievement itself but in the anticipation and pursuit of it. We’ve all been guilty of this psychological trap: when I lose a few pounds, or when I make X amount of money, I’ll finally be happy. But truly, achieving the final goal isn’t what brings you contentment, it’s your mentality that does.

Venture Capital/Innovation💰🌍💼

After Ups and Downs, Food Delivery Startup Epicery Closes Shop Epicery, a French food delivery startup known for connecting local grocers and artisans with customers 🥖🍎, has shut down after years of struggle. Despite its promise to promote sustainable and community-focused grocery delivery 🌱🚛, the company faced stiff competition from bigger players like Uber Eats and Deliveroo 🚀💼. Challenges such as funding shortages and rising operational costs proved too significant, forcing Epicery to end its journey. 💔🔐 (tech crunch)

How Body Heat Could Replace Batteries in Wearables of the Future Scientists are exploring how body heat can be converted into a renewable power source 🤖⚡. Using thermoelectric materials that generate electricity from temperature differences 🧑‍🔬✨, this technology could soon power wearables like smartwatches ⌚🔌 and even medical devices 🩺⚕️. The innovation holds promise for energy sustainability 🌍💡, but scaling it for broader use remains a challenge. (popular science)

Bench Acquired By Employer.com 3 Days After Shutdown Bench, an online bookkeeping and tax filing service for small businesses 📈🧾, unexpectedly ceased operations, leaving thousands of clients scrambling to recover essential financial documents 😱📂. I created a video on this the day that the company shut down, only to learn that three days after the shutdown, they were acquired by another company. This was sloppy all around, and I consider this is a playbook in how to lose customer trust. (paymnts)

Resources/Links 🌶️🧥

Resources for Starting and Scaling a Business ✍️😄 A ton of great info in here, and there are specific sections for different industries (tech, biotech, crypto, etc).

25 Hard Questions Every Founder Should Ask Themselves ❓️📰 A great list of thought provoking questions, whether or not you’re a solo founder or lead teams.

This Chic Airpods and iPhone Charger 📱⚡️ I’m getting this for my new office space.

Enterpret Enterpret is revolutionizing how businesses understand customer feedback 🌟💬 with its AI-driven platform. By analyzing unstructured data from sources like reviews, surveys, and social media 📝📱, Enterpret provides actionable insights that help companies improve products and services 🚀🛠️. As organizations strive to stay customer-focused, Enterpret offers a powerful tool for building stronger connections and driving innovation. 💡❤️

Roblox Pedophile Problem Bloomberg's investigative report reveals troubling allegations of predatory behavior on the Roblox platform 🚨🕹️, a favorite among children and teens 👦👧. Despite its popularity and safety measures, some users exploit the platform for inappropriate interactions 😡🔒. Roblox is under pressure to strengthen safeguards and protect its young community from such dangers. This report came out in July, but it’s still a worthwhile read. 🛡️⚔️. (bloomberg)

Lessons from Scaling Spotify: The Science of Product, Taking Risky Bets, and How AI is Already Impacting the Future of Music In Lenny’s Newsletter, Spotify’s journey from startup to global giant 🌍🎧 offers valuable lessons on scaling, risk-taking, and innovation 🛠️📈. The podcast explores how bold bets like personalized playlists reshaped user experiences 🎶✨ and discusses the growing influence of AI in music, discovery and creation 🎛️💡. As AI redefines the music industry, Spotify remains a leader in embracing future trends. 🚀🌟 (lenny’s newsletter)

This App to Cancel All of Your Unnecessary Subscriptions I desperately need to clean up my subscription list, so I’ll be using this later today.

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