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Airbnb Is Launching Its First Global Ad In Australia

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Airbnb continues to build its audience to a higher level, as its first global ad campaign is hitting Australia today.

It’s not a big secret that Airbnb has relied on social media and word of mouth to build its consumer base. Recently, the company have aimed a bigger target: Australians.

As part of the campaign, the company hired Coca-Cola’s head marketer, Jonathon Mildenhall as its new CMO and hired a new global lead creative agency TBWA\Chiat\Day Los Angeles. The campaign is based around a short film entitled ‘Welcome to Airbnb’. Basically, it marks the first global ad campaign under the marketing arrangement. It is designed to help a wider audience understand Airbnb.

“Australia remains an enormously important part of the Airbnb global business. In the last 12 months alone, there has been a 135% increase in the number of Aussies listing their homes with Airbnb, to nearly 20,000 listings and an increase of about 200% the number of inbound guests using Airbnb for their visit.”

The campaign is based on the premise of Airbnb being both “real and unique”. The film was shot in one take without any computer generated imagery. It also showcases six miniature figures of real Airbnb guests.

“As you board the train in this film, you’re transported into a magical world that represents the very heart of Airbnb,” Mildenhall said. “As you wind your way through some of the amazing listing Airbnb has to offer, you get a different perspective on the world. With each viewing, you see something unique and interesting tat you didn’t notice before, mirroring the experience that many people have when they travel with Airbnb. The campaign itself will be distributed primarily through digital but will include a strong push through social and cinema.

While it is a first for Australia, it is not the first film created by Airbnb to boost it’s wider branding. In May, the company and agency Pereira & O’Dell launched the campaign “Views” which was distributed throughout US, UK, Germany, France, Singapore, South Korea, Japan, Brazil and China.

Here is the “Welcome to Airbnb” promotional video:

Most Australian Content Marketers Are Just Improvising When It Comes To Content Marketing

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“Most brands that went into content marketing are just improvising it. If they want a real result from the effort, they need to focus on setting out a defined strategy from a reliable and well experienced agency”, said Joe Pulizzi, the founder of the Content Marketing Institute.

While it seems obvious, most Australian marketers aren’t strategically focused on their content marketing. 74% of Australian marketers are doing more content marketing than they were a year ago. The average marketer surveyed invests more than a quarter of their total budget in content, and 63% plan to increase spending.

Pulizzi stated that Australian marketers are not very different to the US and UK marketers in that when it comes to improvised content marketing. Only 37% of them have a formal, written strategy for their content marketing. These agencies that have a solid structure are seeing the best results.

9 of 10 brands are implementing content marketing within their business, yet only 20% of marketers claimed their organisation was successful at tracking the ROI of content marketing. Less than a third (29%) think they are effective at content marketing, a drop from 33% last year. Those figures rise to 33% and 44% respectively for marketers that have a written strategy in place.

“It’s very experimental, which is fine. It’s a new discipline for most Australian businesses, but the only ones that are going to see any results are the ones writing it down – and those that are reviewing and measuring it. Those two things together are the critical differentiators”, said Pulizzi.

Engagement tops the list of goals marketers have for content marketing. However, the most used measure of success is web traffic.

Most brands, particularly small and medium-sized businesses, dive into social media when they think about attempting content marketing without having a clear reason or a goal. This is so wrong, since if you’re not trying to build an audience over the long-term, what are your true goal?

“The first thing is to just decide why you’re doing it. Lots of businesses just think that they need to be doing [content marketing] and I say: ‘Why?’. The only things I care about for content marketing are driving sales, cutting costs or leading to loyal customers” said Pulizzi.

More than a third of Australian marketers have no plan to set up a content marketing team or group within their organisation, whether that team sits in marketing, PR, or production teams. The important thing to get content marketing right is having a structure and committing to it rather than floating around. That’s why you need a reliable content marketing agency which can cater all of your problems and offer real results. Contact us today to discuss the best solution for your content marketing strategy or just give us a call on 1700 911 772.

18 Successful Companies That Started With A Ridiculous Idea

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What are the most ridiculous startup ideas that eventually became successful?

People tend to defy new idea or invention. Edison and Wilbur brothers know this than anyone else. So does any startup companies all over the world. The best startups seem obvious in retrospect. It is possible to create a good startup with a good idea, but great startups are often the result of ideas that seem ridiculous if you hear them, before seeing them to work.

This is true almost by all means. If the idea is so obvious, someone would have actualise it to the real life already. Here is the list of 18 successful companies that start with a ‘ridiculous’ idea:

1. Facebook

“The world needs yet another MySpace or Friendster, except several years late. We’ll open it up only to a few thousand overworked, anti-social Ivy Leaguers.”

2. Dropbox

“We are going to build a file-sharing and syncing solution when the market already has a dozen of them that no one uses, supported by big companies like Microsoft. It will only do one thing well, and you’ll have to move all of your content to use it.”

3. Amazon

“We’ll sell books online, even though users are still scared to use credit cards on the web. Their shipping costs will eat up any money they save. They’ll do it for the convenience, even though they have to wait a week for the book.”

4. Virgin Atlantic

“Airlines are cool. Let’s start one. How hard could it be? We’ll differentiate with a funny safety video and by not being a jerk.”

5. Mint

“Give us all of your bank, brokerage and credit card information. We’ll give it back to you with nice fonts. To make you feel richer, we’ll make them green.”

6. Palantir

“We’ll build arcane analytics software, put the company in California, hire a bunch of new college grad engineers, hire no sales reps and close giant deals with D.C.-based defense and intelligence agencies.”

7. Craigslist

“It will be ugly and free.”

8. iOS

“A brand new operating system that doesn’t run a single one of the millions of applications that have been developed for Mac OS, Windows or Linux. Only Apple can build apps for it. It won’t have cut and paste.”

9. Google

“We are building the world’s 20th search engine at a time when most of the others have been abandoned for being commoditized money losers. We’ll strip out all of the ad-supported news and portal features so you won’t be distracted from using the free search stuff.”

10. GitHub

“Software engineers will pay monthly fees for the rest of their lives in order to create free software out of other free software.”

11. PayPal

“People will use their insecure AOL and Yahoo email addresses to pay each other real money, backed by a non-bank with a cute name run by 20-somethings.”

12. Paperless Post

“We are like Evite, except you pay us.”

13. Instagram

“Filters! That’s right, we’ve got filters!”

14. LinkedIn

“How about a professional social network, aimed at busy 30- and 40-somethings. They will use it once every five years when they go job searching.”

15. Tesla

“Instead of just building batteries and selling them to Detroit, we are going to build our own cars from scratch, plus own the distribution network during a recession and a cleantech backlash.”

16. SpaceX

“If NASA can do it, so can we. It ain’t rocket science.”

17. Firefox

“We are going to build a better web browser, even though 90% of the world’s computers already have a free one built in. One guy will do most of the work.”

18. Twitter

“It is like email, SMS or RSS. Except it does a lot less. It will be used mostly by geeks at first, followed by Britney Spears and Charlie Sheen.”

77% Of Law Firms’ Business Development And Marketing In Australia Are Under-Developed Or ‘Adequate’

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Law firms in Australia and New Zealand are failing to perform effective marketing with 77% rated their marketing and business development as ‘under-developed’ or simply ‘adequate’.

Latest study from The Australasian Legal Practice Management Association (ALPMA) and Julian Midwinter & Associates has revealed the shocking facts about the big number of under-developed business development and marketing. The study was conducted via online survey in September 2014 by 151 respondents from 149 law firms across Australia and New Zealand. Here are some key facts:

  • 45% of respondents rate their marketing and business development function as ‘under-developed’, while 32% rate it at ‘adequate’. Only four respondents considered their firm to be ‘sophisticated’ in this area.
  • 55% of firms have dedicated marketing and business development staff but 62% consider the team is under-resourced.
  • 80% say their firm’s lowest priority to achieving growth is boosting its marketing team.
  • 95% of firms consider their lawyers’ marketing and business development skills to be important but 56% do not invest in training in these areas, and 48% no not have a firm-wide marketing plan in place.

The lacking in these areas exists, despite the fact that 65% of firms are forecasting revenue growth for this financial year, with 27% expecting to grow more than 5%. Meanwhile, 71% of mid-size firms are expecting to increase their revenue and 44% of large firms expect to increase their revenue by more than 5%.

“There is a real disconnect between anticipated revenue growth and how firms intend to achieve this growth. Yet, reviewing the research results, it’s hard to see how many of these firms will actually hit those revenue targets with the lack of planning and limited resources they have in place” said Julian Midwinter & Associates partner Amy Burton-Bradley.

Andrew Barnes, ALPMA president and Lantern Legal Group CFO, describes law firms as often their “own worst enemy when it comes to effective business development and marketing”.

“Respondents flagged a broad range of internal barriers – from limited buy-in and support from partners and lawyers, to time and resourcing constraints and the lack of an agreed, firm-wide strategic focus. Poor market differentiation is also preventing firms from enjoying success in this area.”

He suggests law firms to change their strategic priorities in order to remove these internal barriers.

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38 Reasons Why You Need To Live In Sydney

Sydney is a wonderful city filled with beaches, harbours and incredible food. You’ll never want to leave.

1. Because you get used to waking to bright skies every morning, going for your morning run on days like this beginning your day bobbing around in this or battling morning traffic like this.

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2. Because Sydney is surrounded by water so you can commute to work like this.

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3. Because you share your veranda and parks with these guys.

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4. Because winter looks like this and whatever the season, there are always blue skies and dazzling colours (something is flowering all year round!).

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5. Because Sydney’s prime real estate is home to the Royal Botanic Gardens – free and open to all.

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6. Because we are living on ancient land and can still see traces.

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7. Because AFL may be “Melbourne’s game”, but Sydney made it beautiful.

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8. And what other city has 10 different teams competing in a national league?

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9. Because New Year’s Eve (and New Year’s Day recovery session) looks like this.

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10. Because Sydney is basically foodie heaven. From Palm Beach to Bondi, you’ll never eat as well anywhere else.

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11. Because Sydney Fish Market is so good that Japanese buyers come early to grab the best stuff for Tokyo’s Tsukiji.

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12. Because you can shop at the most incredible butcher on earth.

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13. And Paddy’s Market in Chinatown is the best place in the Western world to stock up on Asian groceries.

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14. Because once you’ve eaten a Ginger Brulee Tart at Bourke Street Bakery, you’ve basically died and gone to heaven already.

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15. Because Sydney’s hottest restaurants are in the suburbs, not the CBD.

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16. If you want to eat like a boss, you can enjoy the world’s greatest view, complete with Australia’s best desserts.

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17 Because you never need to drink the same drink twice. The Baxter Inn, Lobo Plantation, and Bulletin Place are at the vanguard of the CBD’s small bar renaissance.

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18. Because you could happily spend the rest of your life on the Inner West coffee trail.

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19. And the only place better than Lakemba for Lebanese food is Beirut.

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20. Because fish ‘n’ chips anywhere else is just plain wrong. (Manly Beach, The World’s Greatest Outdoor Diner.)

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21. Because the ultimate hipster beer is brewed right here.

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22. BECAUSE OF CHUR BURGER.

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23. Because you can eat the World’s Greatest Gelato. Every. Single. Day.

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24. Because you can choose from more than 100 beaches, from Palm Beach in the north via Avalon and Tamarama to Cronulla in the south.

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25. Because there are incredible outdoor pools everywhere, with more than 30 ocean rock pools. So there’s always a swimming option, even when the sea is too rough.

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26. Bookworms will surely love Sydney, since book swaps look like this.

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27. Because once you enter Gould’s Book Arcade, you’ll never come out.

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28. Because boutique shopping looks like this.

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29. Because Melbourne isn’t the only city with amazing laneways.

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30. Because there’s an amazing funfair right in the heart of the city.

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31. Because where else can you say “meet you at the Coke sign” and people know what you’re talking about?

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32. Because the world’s most dramatic clifftop coastal walk is on your doorstep and the city is surrounded by national parks an hour away to the north, south, and west.

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33. Because where else does a zoo overlook the CBD?

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34. Because Sydney kites look like this.

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35. Because Sydney has “the finest harbour in the world, in which a thousand sail of the line may ride in the most perfect security”.

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36. Because you get to look at the most beautiful building on earth.

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37. And cross a marvel of engineering every single day that never fails to take your breath away.

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38. Because Sydney sunsets will give you thrilling feeling.

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No city can beat Sydney for beauty, beaches and warmth. Its attractions and gorgeousness have ruined you. So smile if you’re a Sydneysider forever.

35 Hilarious And Creative Ads That Will Inspire You

 Creativity knows no limit.

These hilarious and creative ads will show you that creativity has no limit. All that you need is an inspiration that might hatch into a brilliant idea and bravery to perform such bold decision. Then, with a little bit of luck, your effort will get a lot of attention.

1. A coincidentally appropriate ad on “Slayer – Raining Blood” music video on YouTube.

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2. Giant shaver on the hockey field? A true winner.

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3. An intriguing ad from Durex.

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4. Nike

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5. A very creative zoo ad

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6. IBM

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7. Donatos Pizza

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8. Yahoo!

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9. Allianz

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10. A beauty product billboard ad

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11. Benjamin Moore Paints

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12. Jobsintown.de

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13. Ford

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14. Mustang

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15. O’Donovan Irish Pub

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16. American Psycho (Film)

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17. Game of Thrones (TV Series From HBO)

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18. Russian Building Company

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19. Formula (Toothpaste)

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20. Toothpaste ad

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21. Science World

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22. Another coincidentally appropriate ad

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23. Aston Martin

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24. Samsung

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25. Air freshener ad

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26. Reddi-wip Whipped Cream

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27. A climbing man on beverage billboard

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28. Smint

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29. Siberman’s Fitness Center

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30. Boostcreative.com

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31. Gain

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32. YKM

creative-ad-3233. Mathias

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34. Rentokil

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35. Mars Chilled

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Mediata Has Released The First “Hyperlocal” Targeting For Mobile in Australia

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Mediata, an audience management specialist, has claimed to be the first Australian company who employs geo-targeting campaigns beyond mobile after cooperating with location specialists Skyhook to drive “hyperlocal” targeting.

Skyhook’s Hyperlocal IP technology was employed by Mediata to put positioning capabilities for local targeting campaigns. The service said to have 100 metres reaching from the mobile device.

John Stones, the head of the product innovation at Mediata, said that the development of the system would allow advertisers to create campaigns targeted on certain locations beyond mobile phones. The company has been working on the development of the audience targeting system that offers “granular targeting” across all devices and platforms for the past year. Stones said that the company will roll the system out across Australia and New Zealand. The system uses Wi-Fi to pinpoint devices using their IP addresses.

“We are targeting with enough accuracy that the pilot has demonstrated a 20% uplift in performance metrics,” Stones said. “Teaming up with the world’s leading location positioning company has already demonstrated very significant improvement in not only campaign performance, but also our audience intelligence. By being able to link granular geo with granular data its more distinctive and therefore we can more accurately link it to campaigns.”

How To Be An Irreplaceable Individual

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You are not special. EVERYBODY is replaceable.

Every business person may have heard the phrase “everybody is replaceable” said at some point in their professional careers.  It seems a simple and short – almost trivial – sentence, yet it can be quite “heavy”. It often discourages any loyal and dedicated employees who want to do their best for the company they’re working with. The phrase “everybody is replaceable” implicitly tells an employee that no matter what value he/she brings to the company, someone else can be hired to do the same job and have the same impact.

Are you irreplaceable?

Most people have always thought of themselves as an “irreplaceable” individual. As children, they were led to believe that they bring our own distinct value that we are special.

That’s what they think all along, until they entered the workforce and learned that they were not special employees. Thus, while we have seen many employees try to “shock the company” with their “I quit” proposal, the company, undoubtedly, manages to go on.

While it’s true that the company can and will go on without you, there is numerous evidence that the more perceived value you have, the more likely that an employer will want to keep you around.

How to increase your perceived value?

Building your skills and increasing your value does not automatically make you “irreplaceable”. Still, it certainly provides yet another good reason why an employer might not want to lose you. There are several ways that employees can increase their value in the workplace. Below we outlined three useful tips – structured as ABC’s – that you can start implementing today.

A = Align Yourself

Do you understand the mission and vision of the company? Do you understand the role of your department? How’s your boss’s expectations of you? If you haven’t found the answers to these questions, for God’s sake, get in the know. You will need to walk in alignment with the mission, vision, and goals every day. It is about your ability to live the mission and vision, and to live up to (if not surpass) your employer’s expectations. Alignment illustrates your willingness to commit to the overall strategy.

How do you do it? Well, you need to:

  • Demonstrate a clear understanding of the company’s goals.
  • Work together with people and teams who are working towards those goals.
  • Develop your own personal vision that directly supports both the organisational and departmental goals.
  • Be able to clearly communicate the value that you bring through alignment.
  • Keep track of your daily activities, decision-making, and performance. Compare your tasks to management’s expectations of you.

Make a commitment to “align yourself”. If you are able to help your boss, department, and the company to the next level, your elevation should naturally follow.

B = Build Your Network

Fortunately, with tools like LinkedIn, building your value through networking has never been easier.

However, always remember that as you build your network, surround yourself with people who have a similar vision. Be sure to connect with people who motivate and inspire you, perhaps someone in a position in which you’d like to be some day, or someone whose work ethic you admire.

  • Identify like-minded individuals.
  • Blend in. Join groups/networks in your industry of interest.
  • Widen your network with influential, thought-leaders.
  • Network both internally and externally: Build your network within the four walls of your organisation; but also make contacts outside of the company.

C = Create Your Brand

Unlike the common saying, it does matter what others think in the business world. Remember, your employer’s perception of you is reality; at least to them. If they see you as a go-getter, then that is what you are.

However, you have the power to direct and possibly control your employer’s perception. The key lies in the development of your personal brand.

You don’t have to be something you’re not. In fact, you should use your personal brand to advertise your best professional qualities.Your personal brand is how you communicate the unique value that you consistently bring. It is the way that you market yourself and drive the message to shape perceptions.

So, how to do it? Building one’s brand is a long journey, but here are a few steps to get you started:

  • Self-Assess and Act: Identify your strengths and be able to effectively and confidently communicate them. Recognise your weaknesses and challenges, and determine what steps you are going to take to address them!
  • Define Your Value: Do you know why you are valuable to your team and to the organisation? What do you do that no one else does? What processes have you implemented or improved? Being able to effectively communicate why you are valuable is crucial.
  • Demonstrate your value: Give your all! A key aspect of building your brand is showing how valuable you are. Don’t just talk about it! Demonstrate it!
  • Let Your Personality Shine Through: What are the best aspects of your personality? Share the best part of you by letting that personality shine! When you allow this to happen, it is easier to personally connect with clients, colleagues, and management, and establish a rapport.

Conclusion

It’s time to start thinking about the “next level”. Value is the keyword and you need to increase your perceived value. But it’s not enough. You need to effectively communicate to others the value you bring. Yes, an employer may be able to bring someone in to fill your position, but if you are creating and adding value, it is more likely that employers will want to keep you around.

“What The Phone, Australia?”: An Intriguing Catchphrase In Virgin Mobile’s Newest Ad

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It looks like Virgin Mobile has a lot of fun with the ‘What The Phone, Australia?’ (pun intended) tagline on their latest campaign.

Virgin Mobile Australia has announced today the launch of a major integrated brand campaign called ‘Making mobile better’ via Havas Worldwide Australia and One Green Bean.

The company has assigned US actress, comedian and star of Glee, Jane Lynch, to star in the campaign. The ad demonstrates the most practical ways Virgin Mobile is making the mobile experience better for its customers and aim to transform some foolish mobile behaviours into  better activity.

Nicole Bardsley, Virgin Mobile’s Director of Brand and Communications, stated:

“Better than anyone, we know the power mobile phones have in bringing people together and strengthening human relationships. However, we also acknowledge that some mobile phone behaviour can be antisocial, when not kept in check! Our hope is that by Jane pointing out the humour in some of this behaviour, people are in a better position to find that important balance between what’s happening on their phone and what’s happening right in front of them.”

Here is the ad:

How To Achieve All Of Your Dreams In Life

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Most people go through their life as it is. They are unaware about their inner dreams. Later on, most of them wonder why they are not getting to reach their desired goals.

First of all, you have to realise that if you really want something in your life, you will find a way. On the other hand, if you don’t really mean it, you’ll find thousand of excuses. The moment you have realised what you wanted to do in you life, everything else faded in its importance.

Here are six things you can do to achieve even the wildest dreams in your life:

1. Remove all self imposed limitations from your mind

Each one of us has a self. That self is molded through relationships. The earliest relationships are some of our most forming – parental, family, caregivers, etc. The term self is a paradox because self cannot exist without other. Humanity’s existence is therefore defined by relationships. Relationships are fragile. The slightest misstep can cause a hairline crack in the self. Left unattended, or perhaps exacerbated that crack can develop into a fissure.

As children, our self is delicate and easily influenced. Experiences at home, on the playground or alone can form positive or negative impressions of our self. Within the parameters of self limitation, those experiences could be many. Having trouble making friends at daycare could cause a hairline crack in the self that is read back as “I’m not social, good at making friends or establishing relationships”. Future reinforcement of this self held belief can cause a fissure – that individual becomes overly introverted, withdrawn and the effort to actualize is ignored because the self limiting belief dominates our behavior. The hardest part is addressing and working through these realities as an adult. It’s easier to leave well enough alone than it is to work through self limiting beliefs.

2. Be focused & remind yourself every day of what you want to do

Think regularly on the successful completion of the task. Start the task as early as possible without postponing , take initiative. Discuss with your closed ones on the task you want to do. Take short breaks during doing the task will keep you fresh. Your brain adapts to, and then perpetuates, the habits to which it is constantly exposed. If that fact doesn’t work in your favor right now, you can change that. Most importantly stay the course.

3. Structure your time wisely

By scheduling your daily activities, you provide a motivation to be present and diligent for your responsibilities. Plus, this will discourage the huge, unhealthy blocks of surf time that arise when you don’t plan your time out ahead. You may also want to invest in a timer, or a program that acts like one, so you can monitor how much time you’re actually spending plugged in, and hold yourself accountable for it in the future. This tip also extends to structuring your sleep schedule. Learn to pull the plug, even when you don’t feel like you want to stop, and get your 6-8 hours a night. It does wonders for your self-control, self-image, and your presence in real life as opposed to inside your head.

4. Learn to tolerate, or even enjoy, putting time and effort into your work

Many Internet users in general, have been conditioned into believing that truly intelligent people don’t need to work hard at what they do. You may, presently, also believe that you are smart enough not to study. Don’t kid yourself anymore. That’s your brain talking, spoiled by lack of discipline and fattened up on trivia that it’ll never need to use, trying to sweet-talk you into not eating broccoli and having ice cream instead. You have got to be a tough-love person, and make sure you stick to your discipline at all times.

5. Gratify yourself over your productivity

You are your own hero. Procrastinators have a problem with delaying gratification. Technology addicts, specifically, are driven to surf by the easy ‘accomplishment’ feeling. This is an easier way for your brain to create and savor small hits of dopamine than confronting real-life responsibilities. Responsibilities that are harder, more time-consuming, and that give less obvious, more ambiguous rewards. You can combat this addiction by substituting it. Personally, I have imposed myself a discipline where every day that I accomplish a general task (putting together a deal, working out, writing a blog, reading, etc… ) I add a link on the chain I drew on my whiteboard, while missing a day erases the chain. The main thing about this mindset is that you need to invest in your personal development in terms that your tech-addicted brain is already familiar with.

6. You are not going to like the change in lifestyle

Accept it and power through it anyway. The emotions that an addict suffers through while quitting are sweet siren calls, seductively beseeching you to slam your ship into the rocks. Your brain is used to the habits. It likes the habits. It doesn’t want you to stop. It will present you with thoughts that tempt you to break your combo and forsake your willpower. You are not your habits. You are not your thoughts. They are the many drops of water in the ocean that you are sailing in. The waters may be stormy and fickle, and may, without the force of your will, push you into shipwreck after shipwreck. It may seem easier just to let your ship be tossed wherever the follies of your brain take it. But it is your duty to captain your ship, especially in harder waters, and wrest yourself back on course with gritted teeth and the knowledge that you are stronger than the storm. Get sleep and start organising yourself.