MackCollier.com

by

Monday’s Marketing Minute: Threads’ Userbase Collapses, Data Marketers Use to Personalize Ads, Meta’s Ad Rev Up While X Offers Discounts

Happy Monday, y’all! I hope you had a wonderful weekend and are ready for an even better week! You can just feel social media going through a midlife crisis right now, trying to reinvent itself, not sure what it wants to be. And it seems like most of us who have been in this space for years are looking around wondering what happened to all these sites I used to love? It seems the space is ripe for disruption, but I’m not seeing any serious contenders at the moment.  Let’s hope that changes and social media gets back to being social and fun, soon!

Meanwhile, here’s a few news and business stories that have caught my eye:

 

I have a confession to make: I’m not on Threads and have no intention of joining. Now, Meta is announcing that most of you that flocked over on launch, have already bailed.  BTW I love Zuckerberg’s reaction, yeah, how do we maybe Threads STICKIER???  This reminds me of a brilliant post written eons (in social media terms) ago by Tara Hunt. If I remember correctly, she was in a website design meeting where similar questions where being asked about how to make the site ‘stickier’ and keep users on.  She blurted out ‘Where is the ability to throw sheep in this plan?’ Which was an allusion to the feature Facebook had years ago that would let you ‘throw a sheep’ at someone.  It’s a reference to those playful little features that help us build connections and community, which is how you build and sustain growth on a site or social platform, much moreso than ‘stickiness’.

 

Interesting stats on the data that marketers use to personalize user experiences. As I was looking at this list, I’m thinking about what data I would want marketers to use, versus what they prioritize. For instance, my transaction history and any preferences I set sound good to me. But if they get into areas like my social media history or website activity, then I am less receptive. I’d be curious to see how others feel about this.  Hmmm…this may warrant a standalone post at some point.

 

So Meta’s ad revenues get a nice bump, while Twitter/X is having to slash prices to get advertisers back on the platform.  Could these two stories be related? Quite possibly, as I am sure some of this is simply a case of ad dollars being transferred from Twitter to Facebook. While I do believe Elon will eventually get Twitter/X on track, the rest of the year could continue to be very bumpy.

 

So that’s it for this week’s edition of Monday’s Marketing Minute, look for a new post on tourism marketing tomorrow, and I think one on artificial intelligence on Thurs. I’ve been experimenting with a new tool the last few weeks that’s been a godsend for my writing productivity. I can’t wait to share with you what I’ve learned.

Till then, have an amazing week!

by

Monday’s Marketing Minute: Twitter Becomes X, ChatGPT Usage Falls, Marketers Say Relax About AI

Happy Monday, y’all! Hope you are having a great and productive week! There is SO much happening in the news right now, in politics, in business, in world news. Here, we will focus on the business stories and let the talking heads argue over the other stuff! Let’s dive in!

 

Elon is making moves to rebrand Twitter into X. I’ve been writing about Elon’s plan to create the X ‘everything’ app for a while now, but it looks like he’s moving forward with his plans. It’s honestly a bizarre move that seemingly throws a ton of branding around Twitter down the toilet. The speculation around Elon’s plans for X mostly centered around would he change Twitter into X and build it out from there, or create more apps with additional functionality, and fold them all together as a suite with Twitter that collectively would become X. I assumed he would move toward the latter, with Twitter remaining a standalone app.  Maybe that’s not what he’s planning.

As I was telling an industry friend earlier, this is the most chaotic I can remember the social media space being in at least 15 years. It’s a lot to digest, with Twitter, Threads, everything. I do wonder how many people are getting tired of trying to keep up, and are simply opting out of social media in general.

 

Did you know this? Traffic to ChatGPT and Bard actually FELL in June. There’s been much speculation as to why, the main reason seems to be a perceived decline in the quality of responses given. There’s also been speculation that ChatGPT in particular has been slammed with server usage issues, and is having to scale back as a result, which has lead to a decline in quality.

Personally, I am hopeful this decline is simply because people are figuring out that getting these AI tools to give you useful information truly does require you to spend a good bit of time with them. You have to invest in having deeper ‘conversations’ with these tools to get meaningful outputs.

 

And marketers are seeing the same things I am, AI will assist with most tasks, but won’t supplant humans. It feels like the initial hysteria over AI taking over the world is dying down a bit as people become more versed in using the tools. As I’ve written here before, AI is capable of being a powerful tool if you use it correctly.  I’m using it in my work as basically a conversational search engine. It’s making it much easier to get more relevant information, however I still have to fact-check info I am given. I’m currently experimenting with ChatGPT, Bard and Claude.  Of the three, Claude is my favorite for now, but I want to start playing with some a few new tools before I pick my fav.

 

So that’s it for this week’s edition of Monday’s Marketing Minute, I hope you have a wonderfully productive week!

by

Monday’s Marketing Minute: Threads’ Rocky Launch, More Twitter Woes, Facebook App Store Soon?

Happy Monday, y’all! We are now into July, which for the South means Summer is halfway over! Thankfully we have been spared the brunt of the heat and humidity so far this year, but I suspect it’s coming by the end of this month and into August.  Ugh….till then, let’s try to cool off with some hot tech news. And oh my is the social media space having some growing pains right now…

 

Threads officially launched a few days ago and you are likely either thrilled with this news, or pretty indifferent. My take on Threads launching is pretty much the same as when Bluesky launched:  I didn’t trust the guy in charge when he ran his previous site, so why would I trust him with a new one?

It seems my fears over Threads were founded, as many users began noticing that they were being censored as soon as the joined Threads. Some were being flagged before they even posted!

Additionally, Elon is making a move to block Threads, and has already sent Meta a C&D letter.  Which honestly is just free publicity for Threads at this point.

So we will see where this slapfight between Elon and Zuck goes next. I’m on the edge of my seat and I’m sure you are as well.

 

Speaking of Twitter, the site continues to have many issues. Recently, it was revealed that there were still shadowbanning codes found within the sites programming even though Elon had claimed to remove those. Apparently even Elon was being censored at times!  Additionally, Elon recently started ‘rate limiting’ users from viewing a certain number of tweets.  The reasoning given was to address bot activity on the platform.  I’m honestly not sure if this is still being practiced as I’m not spending enough time on Twitter these days to hit the limit (I’m neck deep in website maintenance this month).

 

Finally, Meta is making moves to launch an App Store for its platform. These seems like a move that should have been made a long time ago, but will no doubt be a money-maker for Zuck if he decides to move forward with it.

 

So that’s all I have for this edition of Monday’s Marketing Minute.  As I eluded to earlier, I am in the middle of my annual website maintenance, so I’m spending WAY too much time with Google Search Console and SEMRush these days, but the results show it’s paying off.  I will probably write a post with some takeaways to help the rest of you, in a few weeks.

Till then, thank you as always for reading, and have a wonderful week!

by

Monday’s Marketing Minute: Twitter Bringing Back Periscope, Angry Users Crash Reddit, Congress Targets the SEC

Happy Monday, y’all! I hope everyone had a great weekend and you’re ready for a great week! Here’s a few stories I found over the last few days that I think you will find interesting:

 

Everything old is new again? It looks like Twitter is planning on bringing back both Periscope and Vine.  I think the Periscope move in particular will be embraced by livestreamers, and Elon has long been a fan of Vine, so it coming back makes sense given that. It seems like Periscope is the priority for now, with Vine being possible for a reboot later.

It’s interesting that the move to bring back Periscope in part seems to be about developing streaming video-game content similar to Twitch and YouTube Gaming. The liverstream gaming space has been trying to develop a solid competitor to Twitch for years.  Mixer bombed a few years ago, YouTube Gaming has had limited success, and the new kid on the block is Kick.  So far, Twitch is still the 800 pound gorilla in the streaming space, so we’ll see if Elon can put Twitter in a place to compete.

 

Reddit recently announced changes to the pricing of API access for developers, and it’s leading to a widespread ‘strike’ by Redditors who are ‘taking down’ some of the most popular subreddits on the site and making them private. It’s actually leading to site outages.

 

The SEC has been aggressively targeting the crypto industry recently.  Coinbase is the latest exchange in the SEC’s crosshairs, and now it seems the SEC itself is under fire, in particular SEC Chair Gary Gensler.  US Representative Warren Davidson has introduced the SEC Stabilization Act which would restructure the SEC, and in the process fire Gary Gensler. The crypto space is excited about this move and it will be interesting to see what happens here.

There’s a somewhat related and interesting political subplot developing here. The crypto space is dominated by millennials and Gen Zers; voters aged approximately 18-40. That group typically tends to vote democratic, with the more younger end of the range being more likely to vote democrat. But for the most part, so far republican lawmakers have been more receptive to crypto, while democratic lawmakers tend to be more adversarial when it comes to oversight and regulation. If this continues, we could see a shift in voting patterns, at least marginally so.

 

So that’s it for this week’s edition of Monday’s Marketing Minute. I hope you have a great week, and see you here tomorrow for my next post!

by

Monday’s Marketing Minute: Spaces Leans Into Politics, Meta’s Twitter App is Closer, Apple Gets Branded Likes

Happy Monday, y’all! I hope you are ready to have an amazing week. The news cycle is a bit quiet right now for business and marketing, as we all await Apple’s annual developers conference later today. There are some big rumors about a new VR headset from Apple, and I will likely be covering that a bit in a post later this week.  For now, here’s some stories that have caught my eye over the last week:

 

Oh good, Twitter is leaning into politics again. A couple of weeks after hosting Gov DeSantis’ announcement of running for President on a Twitter Space, now Elon is going to host another Presidential candidate Robert F Kennedy Jr. That Space will happen later today if you are interested in attending. The DeSantis Space was massively popular, it had almost 700,000 attendees at one point. If the RFK Jr Space proves to be successful, I think Elon will go all-in on courting more candidates and political figures to have their own Spaces.

And in case you were wondering…President Trump’s exclusive contract with Truth Social ended on June 1st, and his Twitter profile has since been verified.

 

Meta unveils a new logo for it’s new app that it wants to replace Twitter. The app is being called Barcelona internally. The only timeline we have been given for release is sometime this Summer, so it could be anytime between now and September.

 

So Twitter is now rolling out branded Likes.  If you click Like on a tweet with the #WWDC23 hashtag, you get a customized Like animation.  Which is simply the Like being purple for a split second from what I can tell.  I’m a bit surprised that it took Twitter this long to offer a branded engagement option like this. We’ll see how this plays out, but I could see this being a nice money-maker for Twitter with brands, at least until the novelty wears off.

 

As I said, pretty light fare this week.  I’ll be curious to see what Apple announces at #WWDC23, and may have an update on the announcements in a post later this week.  I will try to get that post out tomorrow, Weds at the latest.  Hope you have a wonderfully productive week!

by

Elon Making Linda Yaccarino New Twitter CEO Hints at His Plans For the App

After months of speculation, Elon finally named Twitter’s new CEO, Linda Yaccarino.  The move makes sense in some regards, and is a bit of an eyebrow-raiser in others.

Let’s first look at Yaccarino’s background, then look at where Elon wants to go with Twitter.

Who is Linda Yaccarino?

Here is Yaccarino’s LinkedIn profile to give you a sense of her work history. As you can see, she has a strong work history in advertising and media. She was previously at NBCUniversal for the last 12 years.

I suspect Elon is attracted to her skills in both media and attracting corporate advertisers. In fact he sort of hinted at this when describing how their roles would evolve, moving forward:

In other words, Linda will handle marketing, Elon will handle the product and tech behind it. And it seems advertisers are already reacting positively to the news of her hiring:

I will say this; Over the last few months, I have noticed that advertising from big brands has become more scarce in my feed, being replaced with ads from smaller companies I have never heard of. So I’m sure Elon is feeling a bit of the pinch of lost ad revenue, and I’m guessing that he wanted to hire a CEO who could court those advertisers back to the platform. Early signs are that the move is working.

As an aside, it is worth noting that Yaccarino has ties to the World Economic Forum, where she has run a committee and spoken. Many people (including myself) are very worried about the global plan that the WEF has in mind for the planet. My friend Carol Roth has a new book out that will delve into this topic that I would recommend, You Will Own Nothing. Yaccarino’s strong ties to the WEF are worrisome.

 

What will Twitter look like with Yaccarino as CEO?

This is where the rubber meets the road. No doubt, a strong focus of Yaccarino will be to bring back big brand advertisers to the platform. In order to do that, Yaccarino will need to placate fears that advertisers have about the platform, and Elon himself.

If her history is any indicator, she will look to do this via stronger content moderation.

Does this thinking feel like a step backwards to what content moderation looked like under Jack Dorsey?  Yes it does.  Notice in this clip, Yaccarino is talking about how the advertisers need to influence Twitter and how new ways needed to be created to let advertisers more or less partner with Twitter to shape the direction of the platform.

Where is the discussion of the influence that the USERS can have? Where is the interest in ensuring that the average Twitter user will have a voice in shaping the direction of Twitter in the future? I missed that discussion.

So I do expect to see tighter content moderation on Twitter, at least in the short-term. Elon has said he is against the type of overbearing content moderation we saw under Dorsey, so it will be interesting to see this tug of war over free speech and content moderation play out. Also, let’s recall that as recently as a few weeks ago, Elon was openly tweeting that Twitter was headed toward bankruptcy if revenue didn’t improve. Obviously, he’s trying to unwind the mess left to him, as well as deal from some fallout of his own making. So I wouldn’t assume that the moves made by Twitter over the next few months are a completely accurate representation of what we will see from Twitter over the next say 5 years. Desperate times sometimes call for desperate measures.

What is Elon’s future plan for Twitter?

Elon has been pretty transparent about wanting to create an ‘everything’ app called X. It appears that what Elon wants to do is expand out and offer an app that provides content creation and exchange in multiple formats (text, audio and video). Additionally, it would have a dedicated eCommerce layer, in fact Twitter has already applied to be able to facilitate payments on the platform.

What’s a bit up in the air (I wonder if Elon has even figured this out) is if Twitter would be the foundation of that app, or simply one of its pillars. In other words, will Twitter transition into the ‘X’ everything app, or would Twitter be folded into a suite of other apps, that each add a separate layer of functionality to the larger X experience?

I think for the next 3-6 months, Twitter is in financial damage control mode with advertisers. The goal will be to bring back big brand advertisers, and increase revenue. I wouldn’t be surprised to see Elon trying some more monetary shenanigans with Twitter Blue or maybe to being charging for the core functionality of Twitter. Again, desperate times call for desperate measures.

But after a period of time and the monetary stress starts to pass, I think you will see Elon go back into acquisition mode. When that happens, pay close attention to how these new acquisitions would relate to Twitter. Are they additions that would blend into Twitter and enhance the platform, or are they standalone apps that could work with Twitter, but without being directly integrated. I think this will give us strong signals as to whether Twitter will become X or if Twitter will become a PART of X.

Either way, the rest of 2023 should be very interesting for Twitter. I really hope Elon can work this out, as I have been trying to spend more time on Twitter since his takeover, and it truly is a platform that I once loved and would hope I could again.

by

Monday’s Marketing Minute: Twitter’s New CEO, Instagram’s New Twitter Killer, Amazon Prime’s Killer Advantage

Happy Monday, y’all! I hope you are having a wonderful week and getting ready for the Memorial Day weekend. For today’s Monday’s Marketing Minute, I’m highlighting three stories that I plan on delving into deeper in future posts. But for now, I wanted to give a quick overview of each story so you are up to speed as we head into the week!

 

Elon Musk has finally confirmed who his new CEO will be, and it is Linda Yaccarino, formerly of NBCUniversal.  Here is Linda’s profile on LinkedIn so you can see her work history.  As you can see, she has a heavy background in media and advertising, which I think helps signal where Elon wants to go with Twitter under her leadership.  As I said above, I’ll have an upcoming post that focuses on what I think Elon’s plans for Twitter are and how Linda’s expertise fits into those plans.

BTW as a bonus, here is a very short clip of a fascinating interview with Elon on CNBC.  I love his answer that he will say what he wants and believes, and if the consequences of doing so is losing money, so be it. Of course, that’s easier said when you are already a billionaire!

 

Instagram is readying its Twitter competitor. Instagram will launch a standalone, text-based app this Summer, code named Barcelona to compete with Twitter.  The app will be interoperable with Mastodon and allow users to use their Instagram login and will encourage your followers on Instagram to follow you on this new app.  No definitive launch date other than ‘this summer’. I will have more on this story in an upcoming post, but for now I will say that companies shouldn’t be trying to build the next Twitter, they should be trying to build the next Truth Social. I’ll explain what I mean by that in a future post.

 

Amazon Prime continues to dominate the retail membership club space. Why does Amazon Prime have so much more success than its competitors? It identified a reason why customers weren’t purchasing (Slow and costly shipping) and offered the solution to that problem as a perk of being a member.  Viola.

 

So that’s it for this edition of Monday’s Marketing Minute. I will have a deeper dive on all three of these stories upcoming soon, as well as some other issues I want to touch on, so there’s a busy Summer upcoming! Hope you have a wonderful week!

by

Monday’s Marketing Minute: Twitter Begins Opening its Code, WWE/UFC Join Forces, Pinterest Releases Predictions For 2023

Happy Monday, y’all!  We are now into April, we survived the Fools of the First (likely more on the way tho), and Spring is officially here! Hope you are ready to have an amazing week, here’s some business/marketing/social stories I’ve been keeping an eye on:

 

Twitter has made its recommendations algorithm (I can never spell that word correctly) open source.  Meaning that everyone can now see what goes into the code that the platform uses to determine which tweets you are shown. This is a big step toward transparency for Twitter, and it will now put a lot of pressure on other sites like Facebook and Google to open up its code. Which I doubt they will do.  To be fair, most code shouldn’t be shared, it’s proprietary information that gives a company a massive competitive advantage. At the same time, it’s very odd that I can search for the same term on Google, then use other search engines and get different results. And if I am searching for a breaking news political term, the search results can be wildly different. Clearly, the algorithms are designed on some level to suppress or highlight information based on what end of the political spectrum it is on. Which is no good. Twitter will likely continue to share more of its code.  I suspect smaller social media sites and search engines will follow, but the big dogs will not.

 

Just as Wrestlemania 39 was wrapping up, it was announced that the company that already owns UFC, will be purchasing WWE as well. Longtime WWE owner Vince McMahon will become the Executive Chairman at Endeavor, while Dana White will continue to be the President of UFC.  Seems like a bit of a promotion for McMahon and a sideways move for White, but maybe not. It will be interesting to see how the two brands could work together with talent, as certain athletes like Brock Lesnar, Ronda Rousey and CM Punk have gone from WWE to UFC and vice versa in recent years. This move will likely lead to more such moves and athletes from each brand appearing at events for the other.

 

Pinterest has released its predictions for 2023, touting an 80% accuracy rate on past predictions. I’ve always felt that Pinterest is one of the most underrated social media sites. It seems like its users spend more time there versus other social media sites, and for certain industries like fashion and home decorations, you can learn a ton about your customers from simply mining pinning activity on the site. Always good info to dig into.

 

So that’s it for this week’s edition of Monday’s Marketing Minute! Back on Weds with a new post.  Until then, have an amazing week!

by

Monday’s Marketing Minute: TikTok Goes to Washington, US Banks Struggle as BTC Thrives, Twitter to End Legacy Verification

Happy Monday, y’all!  Hope you had a restful weekend and are ready to have an amazingly productive week! Spring is here, and these are 3 business stories that have caught my eye recently:

 

I have never used TikTok.  I’ve always been concerned over the security of the app, and have never seen the risk as being worth it. Last week, TikTok’s CEO Shou Zi Chew appeared before Congress to answer many questions around security. At the center of his testimony was a discussion of Project Texas, a plan that TikTok supports to decouple US data and operations from China. US lawmakers were not impressed, and it seems we could be heading toward a ban of the app in the US. At minimum, we could see tighter scrutiny and possible regulation of TikTok, especially since keeping closer tabs on TikTok is a rare issue in DC that has bipartisan support from both sides of the isle.

 

Breaking News from late last night as a sale of embattled Silicon Valley Bank was reached for roughly $500 million.  The buyer is First Citizens Bank, based in Raleigh, NC.  March has been a terribly unstable month for banks, as a feared run on smaller, regional banks has not materialized, for the most part.

What’s interesting about this story is that at the same time smaller, regional banks are facing a massive stress test, Bitcoin is surging.  The cryptocurrency is up over 20% this month alone, and some are saying could return to $30,000 by the end of the month.  A move that would likely signal an official end to the ‘bear’ crypto market.

 

Finally, Twitter is set to start ending ‘Legacy’ verification on Twitter starting next month. This means your humble blogger will be losing my prized blue checkmark soon. I’ve been verified on Twitter for well over a decade, and I was among the first users who were verified. When I got my verification, the process was a bit more restrictive than it later would become, so it actually was a bit of a rarity to be verified on the platform.

There has been a lot of angst on Twitter among users over losing their blue checkmark.  The funniest to me has been the celebrities with millions of followers who are so upset at the prospect of losing a checkmark that they are sending hate tweets to Elon.

At the end of the day, who cares? Sure, having a blue checkmark did help me get some follows from some big accounts that likely wouldn’t have followed me otherwise.  I noticed an uptick in engagement as soon as I became verified all those years ago. But at the end of the day, do you want people to engage with you because they like YOU, or cause they think you are ‘influential’ because you have a blue checkmark?

If you want to get your own checkmark, you can join Twitter Blue and get it.  Currently, I am not planning on joining Twitter Blue, and if I do in the future, it will be for the features it offers, not a checkmark.

 

So that’s it for this edition of Monday’s Marketing Minute. Please check back on Wednesday, I am going to take one of my favorite case studies from Think Like a Rock Star and update it with some additional information that I think you will enjoy.

Until then, have a wonderful week, and thank you (yes YOU!) for reading, Your attention is a gift, and I am blessed because of it.

by

Monday’s Marketing Minute: Fed Eyes Digital Currency Launch, Twitter Will Open Source Its Code, Paper.li Sunsets

Happy Monday, y’all! Hope you are having a wonderful early Spring! Weather in March is so weird, it’s been in the 40s the last couple of days here, and is forecast to be in the low 80s later this week. Hopefully the weather will get warmer and stay warmer.  But not too warm, Summer and high humidity in the South will be here before you know it!  Here’s 3 business stories that I have my eye on this Monday:

 

One of the only rules I have about the content I create here is that I try my best not to discuss politics.  On almost any political issue, half of you will love my take, and half of you will hate it.  So there’s really no point. However, I did want to mention the Fed’s move toward launching a digital currency, or CBDC, because I think this is an issue that we ALL should be in agreement on. What the Fed wants to eventually do is launch its own digital currency. This will be offered as being of great convenience to the user, instant payments, etc. There may even be an inducement of free currency offered when it rolls out.

But the end game here is to replace paper money with digital currency. That will move all monetary control to a centralized source: The US government. That’s a bad idea, because it will pave the way for the government to place controls on who can access their own funds.  Other countries have already been trying such measures over the last decade or two, adding a ‘social credit score’ to your money, saying if you are engaging in certain behaviors, your access to your own cash could be restricted.

I would ask all of you to PLEASE do your research into CBDC, FedNow, and where this could be headed. I see no upside whatsoever to the average American. This will likely devolve into a partisan political issue, but it really shouldn’t be.

 

Elon recently announced that Twitter will open source the code it is using in its algorithms (I can never spell that word correctly) for Recommended Tweets. This is an important step toward re-opening its source code, and giving developers the ability to build apps that expand the functionality of Twitter. I do think Twitter will find a way to attempt to monetize many additional features that could spring from this effort, but in general, more features are better than fewer, as long as the core (free) experience doesn’t degrade.

 

Just as I was getting ready to write this post, I got an email from Paper.li notifying me that the service will end in April. I am saddened to hear this, Paper.li had been around since 2010.  They sponsored #Blogchat on Twitter, and I am lucky enough to call them a former client, working with them for almost a year in 2014 and early 2015. That year working with Paper.li’s team, especially my good friend Kelly Hungerford, was a joy.  Paper.li, at its core, was such a good idea.  It was at the forefront of the content curation movement, and even to this day I am constantly getting pings from people sharing one of my posts or tweets in their Paper.li,  I think this should serve as a lesson for all of us, especially entrepreneurs, that just because your company or idea doesn’t work, doesn’t mean you should give up.  Keep pushing, and just because you have a good idea, doesn’t mean that’s all you need. I will miss Paper.li and I honestly don’t say that often about social media sites that sunset.

 

So that’s it for this edition of Monday’s Marketing Minute! Today I wanted to close with a pair of verses from the book of Matthew in the Bible, specifically verses 27 and 34 in chapter 6.  Verses 25-34 discuss why God does not want us to worry, and why it is pointless:

Verse 27: “Which of you by worrying, can add one cubit to his stature?”

Verse 34: “Therefore do not worry about tomorrow, for tomorrow will worry about its own things. Sufficient for the day is its own trouble.”

 

I hope all of you have a wonderfully productive, and worry-free, week!