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Brad the Breather is a real person. 

I met him at a health retreat a number of years ago where he taught us how to breathe correctly.

Big, life changing belly breaths.

Did I know I wasn’t breathing correctly? 

No. It had never occurred to me that I was doing it wrong.

“Most people don’t have any clue about the process of breathing”, says Brad Thompson, “it’s just something they automatically do”.

Just something we automatically do.

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This is a cruel god.

Millions of us try to curry favour with the god through performance.

We do as we think the god desires, but have no way of knowing because the god never proclaims what is expected.

Just when we think we know, the god changes the rules and those who were in favour now flounder in the shadows.

This is the god of algorithms.

Social media is wild, isn’t it? If your friend were in a relationship with someone who changed their mind on  a whim, blew hot and...

Are you busier than a marketer in 1982? Objectively, yes. Subjectively, I’m not so sure.

Take the Australian TV landscape back then. There were only three commercial TV stations (channels 7, 9 and 10) and one public service (channel 2).

So the marketer’s job must have been easy, right?

They only had three networks to choose from when it came to ad placement, and a captive audience who wasn’t flicking between multiple screens.

But it’s a mistake to judge...