Matt Wurst
@mwurst.bsky.social
Family guy 💙 Marketing & Community guy @ Genuin 🤝🧠 Newsletterer ✍️ Podcaster 🎙️ Occasional sleeper 👀 Creator ▶️ Mets fan ⚾️ NCAA Tourney Pool Manager 🏀. Not always in that order.
𝗥𝗲𝗮𝗹 𝗧𝗮𝗹𝗸 𝗦𝗮𝘁𝘂𝗿𝗱𝗮𝘆: How I feel about generative AI content, in one post.
October 4, 2025 at 12:53 PM
𝗥𝗲𝗮𝗹 𝗧𝗮𝗹𝗸 𝗦𝗮𝘁𝘂𝗿𝗱𝗮𝘆: How I feel about generative AI content, in one post.
Beyoncé’s trainer. Rihanna’s stylist. A NASA astronaut.
No, this isn’t the setup for a bad joke.
It’s how Eric Sheinkop built The Desire Company into a machine for real content, not influencer fluff, not rented audiences, but actual expert-led storytelling that converts.
Anew Genuin Connection
No, this isn’t the setup for a bad joke.
It’s how Eric Sheinkop built The Desire Company into a machine for real content, not influencer fluff, not rented audiences, but actual expert-led storytelling that converts.
Anew Genuin Connection
September 30, 2025 at 11:53 AM
Beyoncé’s trainer. Rihanna’s stylist. A NASA astronaut.
No, this isn’t the setup for a bad joke.
It’s how Eric Sheinkop built The Desire Company into a machine for real content, not influencer fluff, not rented audiences, but actual expert-led storytelling that converts.
Anew Genuin Connection
No, this isn’t the setup for a bad joke.
It’s how Eric Sheinkop built The Desire Company into a machine for real content, not influencer fluff, not rented audiences, but actual expert-led storytelling that converts.
Anew Genuin Connection
I (finally?) got access to Perplexity’s new 𝘊𝘰𝘮𝘦𝘵 browser. I've used it non-stop for the past 24 hours.
Because in theory, AI in a browser sounds awesome. In reality... more like beta vibes.
Here are my first impressions:
Because in theory, AI in a browser sounds awesome. In reality... more like beta vibes.
Here are my first impressions:
September 26, 2025 at 10:29 AM
I (finally?) got access to Perplexity’s new 𝘊𝘰𝘮𝘦𝘵 browser. I've used it non-stop for the past 24 hours.
Because in theory, AI in a browser sounds awesome. In reality... more like beta vibes.
Here are my first impressions:
Because in theory, AI in a browser sounds awesome. In reality... more like beta vibes.
Here are my first impressions:
Normally new tech follows a pattern: hype, crash, then slow adoption.
But AI isn’t playing by those rules.
The money is massive. The breakthroughs are daily.
And yet most companies are still just tinkering.
Lots of pilots, very little production.
But AI isn’t playing by those rules.
The money is massive. The breakthroughs are daily.
And yet most companies are still just tinkering.
Lots of pilots, very little production.
September 25, 2025 at 10:41 AM
Normally new tech follows a pattern: hype, crash, then slow adoption.
But AI isn’t playing by those rules.
The money is massive. The breakthroughs are daily.
And yet most companies are still just tinkering.
Lots of pilots, very little production.
But AI isn’t playing by those rules.
The money is massive. The breakthroughs are daily.
And yet most companies are still just tinkering.
Lots of pilots, very little production.
Communities don’t die out from lack of interest.
They die because they forget.
Forget who showed up.
Forget why they came.
Forget what they built together.
Physical, digital, religious, whatever…
What is Community Memory?
I just made it up. Maybe it’s nothing. But I think it’s… something.
They die because they forget.
Forget who showed up.
Forget why they came.
Forget what they built together.
Physical, digital, religious, whatever…
What is Community Memory?
I just made it up. Maybe it’s nothing. But I think it’s… something.
September 17, 2025 at 10:29 AM
Communities don’t die out from lack of interest.
They die because they forget.
Forget who showed up.
Forget why they came.
Forget what they built together.
Physical, digital, religious, whatever…
What is Community Memory?
I just made it up. Maybe it’s nothing. But I think it’s… something.
They die because they forget.
Forget who showed up.
Forget why they came.
Forget what they built together.
Physical, digital, religious, whatever…
What is Community Memory?
I just made it up. Maybe it’s nothing. But I think it’s… something.
I'm willing to bet VERY few people in my network here have heard of Lenny Rachitsky. But if you’ve ever touched product, you know exactly who he is.
Lenny went from leading product at Airbnb to running one of the most practical, data-rich newsletters in tech.
Lenny went from leading product at Airbnb to running one of the most practical, data-rich newsletters in tech.
September 16, 2025 at 8:20 AM
I'm willing to bet VERY few people in my network here have heard of Lenny Rachitsky. But if you’ve ever touched product, you know exactly who he is.
Lenny went from leading product at Airbnb to running one of the most practical, data-rich newsletters in tech.
Lenny went from leading product at Airbnb to running one of the most practical, data-rich newsletters in tech.
𝗦𝗼𝗺𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗻𝗲𝘄𝘀: After much thought and reflection, the time has come. A chapter in my life is closing, and I’m ready to announce my 𝙧𝙚𝙩𝙞𝙧𝙚𝙢𝙚𝙣𝙩.
Not from the industry. Not from marketing.
But from something that’s been every bit as rewarding...
Not from the industry. Not from marketing.
But from something that’s been every bit as rewarding...
September 12, 2025 at 10:53 AM
𝗦𝗼𝗺𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗻𝗲𝘄𝘀: After much thought and reflection, the time has come. A chapter in my life is closing, and I’m ready to announce my 𝙧𝙚𝙩𝙞𝙧𝙚𝙢𝙚𝙣𝙩.
Not from the industry. Not from marketing.
But from something that’s been every bit as rewarding...
Not from the industry. Not from marketing.
But from something that’s been every bit as rewarding...
As speakers flood stages at conferences this fall, sharing stories of creativity, innovation & bold new ideas, nobody's bragging about gross margin or units sold.
Products are the 𝘸𝘩𝘢𝘵.
Marketing is the 𝙬𝙝𝙮.
Stop chasing transactions. Start building value.
Products are the 𝘸𝘩𝘢𝘵.
Marketing is the 𝙬𝙝𝙮.
Stop chasing transactions. Start building value.
September 10, 2025 at 10:47 AM
As speakers flood stages at conferences this fall, sharing stories of creativity, innovation & bold new ideas, nobody's bragging about gross margin or units sold.
Products are the 𝘸𝘩𝘢𝘵.
Marketing is the 𝙬𝙝𝙮.
Stop chasing transactions. Start building value.
Products are the 𝘸𝘩𝘢𝘵.
Marketing is the 𝙬𝙝𝙮.
Stop chasing transactions. Start building value.
Tiny favor 👋 We’re kicking off a new @genuinapp thought leadership project; Looking for a few product leaders (B2B or B2C) who’d be up for a short, informal chat (recorded video) with us.
If this sounds fun, DM me or fill out this form and we’ll set it up. Thanks!
(📝 forms.gle/gHzjKouS8pFF...)
If this sounds fun, DM me or fill out this form and we’ll set it up. Thanks!
(📝 forms.gle/gHzjKouS8pFF...)
September 4, 2025 at 10:26 AM
Tiny favor 👋 We’re kicking off a new @genuinapp thought leadership project; Looking for a few product leaders (B2B or B2C) who’d be up for a short, informal chat (recorded video) with us.
If this sounds fun, DM me or fill out this form and we’ll set it up. Thanks!
(📝 forms.gle/gHzjKouS8pFF...)
If this sounds fun, DM me or fill out this form and we’ll set it up. Thanks!
(📝 forms.gle/gHzjKouS8pFF...)
She’s back. You knew she couldn’t stay away.
When I told my daughter that LinkedIn loved her curious, sassy take on marketing, I showed her your feedback on that post a few weeks ago.
Eyebrows raised, she asked:
“So wait, what is AI really, if it’s more than just ChatGPT?”
When I told my daughter that LinkedIn loved her curious, sassy take on marketing, I showed her your feedback on that post a few weeks ago.
Eyebrows raised, she asked:
“So wait, what is AI really, if it’s more than just ChatGPT?”
August 28, 2025 at 10:59 AM
She’s back. You knew she couldn’t stay away.
When I told my daughter that LinkedIn loved her curious, sassy take on marketing, I showed her your feedback on that post a few weeks ago.
Eyebrows raised, she asked:
“So wait, what is AI really, if it’s more than just ChatGPT?”
When I told my daughter that LinkedIn loved her curious, sassy take on marketing, I showed her your feedback on that post a few weeks ago.
Eyebrows raised, she asked:
“So wait, what is AI really, if it’s more than just ChatGPT?”
I stopped a few weeks ago, and here’s why:
These tools aren’t just writing your copy or brainstorming faster. They’re feeding your brand inputs -- your data, your ideas, your IP -- back to the mothership.
Every prompt makes their model smarter… and YOUR brand less unique...
These tools aren’t just writing your copy or brainstorming faster. They’re feeding your brand inputs -- your data, your ideas, your IP -- back to the mothership.
Every prompt makes their model smarter… and YOUR brand less unique...
August 27, 2025 at 10:31 AM
I stopped a few weeks ago, and here’s why:
These tools aren’t just writing your copy or brainstorming faster. They’re feeding your brand inputs -- your data, your ideas, your IP -- back to the mothership.
Every prompt makes their model smarter… and YOUR brand less unique...
These tools aren’t just writing your copy or brainstorming faster. They’re feeding your brand inputs -- your data, your ideas, your IP -- back to the mothership.
Every prompt makes their model smarter… and YOUR brand less unique...
It's always flattering when other people tell your story for you.
In this case, she is one of the sharpest, most inspiring leaders in our industry.
Ashley Miles, CEO Franklyn West: "Ownership of your content, consumer engagement, and data must be your core."
In this case, she is one of the sharpest, most inspiring leaders in our industry.
Ashley Miles, CEO Franklyn West: "Ownership of your content, consumer engagement, and data must be your core."
August 22, 2025 at 10:17 AM
It's always flattering when other people tell your story for you.
In this case, she is one of the sharpest, most inspiring leaders in our industry.
Ashley Miles, CEO Franklyn West: "Ownership of your content, consumer engagement, and data must be your core."
In this case, she is one of the sharpest, most inspiring leaders in our industry.
Ashley Miles, CEO Franklyn West: "Ownership of your content, consumer engagement, and data must be your core."
My niece just schooled me on why creators are so influential with her generation (she's 18).
Last weekend, visiting family down the Jersey Shore, she convinced us to walk to the local ice cream shop, Surfside Custard.
Once we got there, I knew why.
It’s owned by Alix Earle's dad.
Last weekend, visiting family down the Jersey Shore, she convinced us to walk to the local ice cream shop, Surfside Custard.
Once we got there, I knew why.
It’s owned by Alix Earle's dad.
August 21, 2025 at 11:34 AM
My niece just schooled me on why creators are so influential with her generation (she's 18).
Last weekend, visiting family down the Jersey Shore, she convinced us to walk to the local ice cream shop, Surfside Custard.
Once we got there, I knew why.
It’s owned by Alix Earle's dad.
Last weekend, visiting family down the Jersey Shore, she convinced us to walk to the local ice cream shop, Surfside Custard.
Once we got there, I knew why.
It’s owned by Alix Earle's dad.
This week’s Four Ps includes:
- The trillion-dollar sprint shaping our future.
- How to lead when everything’s in perpetual beta.
- Why personality + personalization beats pure automation.
- The politics you can’t ignore, even here.
- The trillion-dollar sprint shaping our future.
- How to lead when everything’s in perpetual beta.
- Why personality + personalization beats pure automation.
- The politics you can’t ignore, even here.
August 20, 2025 at 10:53 AM
This week’s Four Ps includes:
- The trillion-dollar sprint shaping our future.
- How to lead when everything’s in perpetual beta.
- Why personality + personalization beats pure automation.
- The politics you can’t ignore, even here.
- The trillion-dollar sprint shaping our future.
- How to lead when everything’s in perpetual beta.
- Why personality + personalization beats pure automation.
- The politics you can’t ignore, even here.
𝐎𝐕𝐄𝐑𝐇𝐄𝐀𝐑𝐃 𝐀𝐓 𝐓𝐇𝐄 𝐎𝐅𝐅𝐈𝐂𝐄: One of my colleagues asked out loud last week: “Why do marketers still think influencer marketing is about follower count?”
He's right. Great question.
Because in 2025, influence ≠ audience size.
(𝘗𝘴𝘴𝘴𝘵: 𝘐𝘵 𝘯𝘦𝘷𝘦𝘳 𝘳𝘦𝘢𝘭𝘭𝘺 𝘥𝘪𝘥.)
He's right. Great question.
Because in 2025, influence ≠ audience size.
(𝘗𝘴𝘴𝘴𝘵: 𝘐𝘵 𝘯𝘦𝘷𝘦𝘳 𝘳𝘦𝘢𝘭𝘭𝘺 𝘥𝘪𝘥.)
August 19, 2025 at 11:42 AM
𝐎𝐕𝐄𝐑𝐇𝐄𝐀𝐑𝐃 𝐀𝐓 𝐓𝐇𝐄 𝐎𝐅𝐅𝐈𝐂𝐄: One of my colleagues asked out loud last week: “Why do marketers still think influencer marketing is about follower count?”
He's right. Great question.
Because in 2025, influence ≠ audience size.
(𝘗𝘴𝘴𝘴𝘵: 𝘐𝘵 𝘯𝘦𝘷𝘦𝘳 𝘳𝘦𝘢𝘭𝘭𝘺 𝘥𝘪𝘥.)
He's right. Great question.
Because in 2025, influence ≠ audience size.
(𝘗𝘴𝘴𝘴𝘵: 𝘐𝘵 𝘯𝘦𝘷𝘦𝘳 𝘳𝘦𝘢𝘭𝘭𝘺 𝘥𝘪𝘥.)
Some marketers need to hear this: You’re doing too much.
I was reminded of it watching a single-engine plane buzz the beach this past weekend last weekend, towing a banner that simply read:
“O’Brien.”
That’s it. No tagline. No QR code. No 47-point value prop.
And I was sucked right in.
I was reminded of it watching a single-engine plane buzz the beach this past weekend last weekend, towing a banner that simply read:
“O’Brien.”
That’s it. No tagline. No QR code. No 47-point value prop.
And I was sucked right in.
August 15, 2025 at 10:53 AM
Some marketers need to hear this: You’re doing too much.
I was reminded of it watching a single-engine plane buzz the beach this past weekend last weekend, towing a banner that simply read:
“O’Brien.”
That’s it. No tagline. No QR code. No 47-point value prop.
And I was sucked right in.
I was reminded of it watching a single-engine plane buzz the beach this past weekend last weekend, towing a banner that simply read:
“O’Brien.”
That’s it. No tagline. No QR code. No 47-point value prop.
And I was sucked right in.
Ever stumble across an unsent email in your drafts… and instantly feel the weight of the moment you didn’t take? Remorse? Regreat? Relief?
I’ve got dozens in both work and personal email accounts. Half-written pitches. Unfinished intros. Messages I talked myself out of sending. Most get deleted.
I’ve got dozens in both work and personal email accounts. Half-written pitches. Unfinished intros. Messages I talked myself out of sending. Most get deleted.
August 13, 2025 at 10:34 AM
Ever stumble across an unsent email in your drafts… and instantly feel the weight of the moment you didn’t take? Remorse? Regreat? Relief?
I’ve got dozens in both work and personal email accounts. Half-written pitches. Unfinished intros. Messages I talked myself out of sending. Most get deleted.
I’ve got dozens in both work and personal email accounts. Half-written pitches. Unfinished intros. Messages I talked myself out of sending. Most get deleted.
"Having a bloated media stack isn’t a sign of sophistication. It’s a sign of fragmentation. 6 adtech and content vendors. Countless handoffs. High costs. No efficiency.
In an age of AI, we now know one embedded infrastructure replaces them all...
In an age of AI, we now know one embedded infrastructure replaces them all...
August 12, 2025 at 10:29 AM
"Having a bloated media stack isn’t a sign of sophistication. It’s a sign of fragmentation. 6 adtech and content vendors. Countless handoffs. High costs. No efficiency.
In an age of AI, we now know one embedded infrastructure replaces them all...
In an age of AI, we now know one embedded infrastructure replaces them all...
Real Talk Saturday: Most CMOs, content, and product/UX teams are getting "community" completely wrong.
Using AI to generate more posts, not better connections.
Mistaking content volume for actual value.
Confusing likes for loyalty.
And calling it a community when it's really just content clutter.
Using AI to generate more posts, not better connections.
Mistaking content volume for actual value.
Confusing likes for loyalty.
And calling it a community when it's really just content clutter.
August 9, 2025 at 11:01 AM
Real Talk Saturday: Most CMOs, content, and product/UX teams are getting "community" completely wrong.
Using AI to generate more posts, not better connections.
Mistaking content volume for actual value.
Confusing likes for loyalty.
And calling it a community when it's really just content clutter.
Using AI to generate more posts, not better connections.
Mistaking content volume for actual value.
Confusing likes for loyalty.
And calling it a community when it's really just content clutter.
Yesterday afternoon I got an email from myself. And it caught me totally by surprise. Because it wasn't from my current self. It was from "2015 Matt."
I'd totally forgotten all about it, but apparently, a decade ago I sent "2025 Matt" a note on delay arrival. (Classic overachiever move, right?) 🧵👇
I'd totally forgotten all about it, but apparently, a decade ago I sent "2025 Matt" a note on delay arrival. (Classic overachiever move, right?) 🧵👇
August 7, 2025 at 11:38 AM
Yesterday afternoon I got an email from myself. And it caught me totally by surprise. Because it wasn't from my current self. It was from "2015 Matt."
I'd totally forgotten all about it, but apparently, a decade ago I sent "2025 Matt" a note on delay arrival. (Classic overachiever move, right?) 🧵👇
I'd totally forgotten all about it, but apparently, a decade ago I sent "2025 Matt" a note on delay arrival. (Classic overachiever move, right?) 🧵👇
Not everyone has to like you. But they should be able to trust you.
This week’s Four Ps dives into the real currency of work, life, leadership, and love: trust.
If you’re building something that lasts, start here.
👇 thefourps.substack.com/p/ppppriorit...
This week’s Four Ps dives into the real currency of work, life, leadership, and love: trust.
If you’re building something that lasts, start here.
👇 thefourps.substack.com/p/ppppriorit...
August 6, 2025 at 11:08 AM
Not everyone has to like you. But they should be able to trust you.
This week’s Four Ps dives into the real currency of work, life, leadership, and love: trust.
If you’re building something that lasts, start here.
👇 thefourps.substack.com/p/ppppriorit...
This week’s Four Ps dives into the real currency of work, life, leadership, and love: trust.
If you’re building something that lasts, start here.
👇 thefourps.substack.com/p/ppppriorit...
Ever push yourself so far out of your comfort zone... that the very notion of comfort zones disappeared for the rest of your life?
30th years ago this summer, I had a wild, formative experience, living and working in a remote Costa Rican village (SF de Coyote) on the Pacific coast...
30th years ago this summer, I had a wild, formative experience, living and working in a remote Costa Rican village (SF de Coyote) on the Pacific coast...
August 5, 2025 at 11:47 AM
Ever push yourself so far out of your comfort zone... that the very notion of comfort zones disappeared for the rest of your life?
30th years ago this summer, I had a wild, formative experience, living and working in a remote Costa Rican village (SF de Coyote) on the Pacific coast...
30th years ago this summer, I had a wild, formative experience, living and working in a remote Costa Rican village (SF de Coyote) on the Pacific coast...
Midseason. Midsummer. Mid-existential crisis?
In Episode 49 of the Snarketing Podcast, Valerie Vespa & I go guestless and gloves off, reflecting on the chaotic first half of 2025 & what’s ahead for the back half.
YouTube: www.youtube.com/watch?v=4GkM...
Spotify: open.spotify.com/episode/7qTu...
In Episode 49 of the Snarketing Podcast, Valerie Vespa & I go guestless and gloves off, reflecting on the chaotic first half of 2025 & what’s ahead for the back half.
YouTube: www.youtube.com/watch?v=4GkM...
Spotify: open.spotify.com/episode/7qTu...
July 29, 2025 at 11:03 AM
Midseason. Midsummer. Mid-existential crisis?
In Episode 49 of the Snarketing Podcast, Valerie Vespa & I go guestless and gloves off, reflecting on the chaotic first half of 2025 & what’s ahead for the back half.
YouTube: www.youtube.com/watch?v=4GkM...
Spotify: open.spotify.com/episode/7qTu...
In Episode 49 of the Snarketing Podcast, Valerie Vespa & I go guestless and gloves off, reflecting on the chaotic first half of 2025 & what’s ahead for the back half.
YouTube: www.youtube.com/watch?v=4GkM...
Spotify: open.spotify.com/episode/7qTu...
HBS Study says AI agents are making teams 79% less collaborative.
Developers with GitHub Copilot spent less time discussing, reviewing & learning from each other.
2MM logs can't be wrong.
Sound familiar, marketers?
We’re seeing this drift in teams using AI agents:
Faster outputs, fewer sparks.
Developers with GitHub Copilot spent less time discussing, reviewing & learning from each other.
2MM logs can't be wrong.
Sound familiar, marketers?
We’re seeing this drift in teams using AI agents:
Faster outputs, fewer sparks.
July 23, 2025 at 10:32 AM
HBS Study says AI agents are making teams 79% less collaborative.
Developers with GitHub Copilot spent less time discussing, reviewing & learning from each other.
2MM logs can't be wrong.
Sound familiar, marketers?
We’re seeing this drift in teams using AI agents:
Faster outputs, fewer sparks.
Developers with GitHub Copilot spent less time discussing, reviewing & learning from each other.
2MM logs can't be wrong.
Sound familiar, marketers?
We’re seeing this drift in teams using AI agents:
Faster outputs, fewer sparks.
Ads are a shortcut. Loyalty is a long game.
You can’t buy loyalty with CPMs and CTRs.
You earn it with value, relevance & trust... day after day.
Focus on delivering consistently, not impressing immediately.
That's how you build loyalty that lasts.
You can’t buy loyalty with CPMs and CTRs.
You earn it with value, relevance & trust... day after day.
Focus on delivering consistently, not impressing immediately.
That's how you build loyalty that lasts.
July 22, 2025 at 10:32 AM
Ads are a shortcut. Loyalty is a long game.
You can’t buy loyalty with CPMs and CTRs.
You earn it with value, relevance & trust... day after day.
Focus on delivering consistently, not impressing immediately.
That's how you build loyalty that lasts.
You can’t buy loyalty with CPMs and CTRs.
You earn it with value, relevance & trust... day after day.
Focus on delivering consistently, not impressing immediately.
That's how you build loyalty that lasts.