Gary Ruddell
@thegaryruddell.bsky.social
Founder of Switchfire | Doing advertising things with amazing companies around the world 🌍
Newsletter: www.garyruddell.com/newsletter
YouTube: www.youtube.com/@thegaryruddell
LinkedIn: www.linkedin.com/in/thegaryruddell
Company Site: www.switchfire.co
Newsletter: www.garyruddell.com/newsletter
YouTube: www.youtube.com/@thegaryruddell
LinkedIn: www.linkedin.com/in/thegaryruddell
Company Site: www.switchfire.co
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January 25, 2026 at 11:01 AM
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The best framing isn't clever.
It's obvious.
It makes the customer feel smart for choosing you.
It's obvious.
It makes the customer feel smart for choosing you.
January 25, 2026 at 11:01 AM
The best framing isn't clever.
It's obvious.
It makes the customer feel smart for choosing you.
It's obvious.
It makes the customer feel smart for choosing you.
4. What's the IMPLICIT promise?
Every price point makes a promise.
Make sure you're making the right one.
Every price point makes a promise.
Make sure you're making the right one.
January 25, 2026 at 11:01 AM
4. What's the IMPLICIT promise?
Every price point makes a promise.
Make sure you're making the right one.
Every price point makes a promise.
Make sure you're making the right one.
3. Who are you being COMPARED to?
You don't control your value. You control the comparison that defines your value.
You don't control your value. You control the comparison that defines your value.
January 25, 2026 at 11:01 AM
3. Who are you being COMPARED to?
You don't control your value. You control the comparison that defines your value.
You don't control your value. You control the comparison that defines your value.
2. What SIGNALS are you sending before you speak?
Price, packaging, presence.
They communicate faster than words.
Price, packaging, presence.
They communicate faster than words.
January 25, 2026 at 11:01 AM
2. What SIGNALS are you sending before you speak?
Price, packaging, presence.
They communicate faster than words.
Price, packaging, presence.
They communicate faster than words.
1. What CATEGORY are you competing in?
If you're in a crowded category, you're fighting features.
Create a new category where you're the only option.
If you're in a crowded category, you're fighting features.
Create a new category where you're the only option.
January 25, 2026 at 11:01 AM
1. What CATEGORY are you competing in?
If you're in a crowded category, you're fighting features.
Create a new category where you're the only option.
If you're in a crowded category, you're fighting features.
Create a new category where you're the only option.
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January 23, 2026 at 11:02 AM
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You can't manufacture more time.
But you can manufacture more capacity within the time you have.
But you can manufacture more capacity within the time you have.
January 23, 2026 at 11:02 AM
You can't manufacture more time.
But you can manufacture more capacity within the time you have.
But you can manufacture more capacity within the time you have.
3. RECOVERY
I stopped treating rest as the absence of work and started treating it as the prerequisite for work.
The corporate world optimises calendars.
Operators optimise energy.
I stopped treating rest as the absence of work and started treating it as the prerequisite for work.
The corporate world optimises calendars.
Operators optimise energy.
January 23, 2026 at 11:02 AM
3. RECOVERY
I stopped treating rest as the absence of work and started treating it as the prerequisite for work.
The corporate world optimises calendars.
Operators optimise energy.
I stopped treating rest as the absence of work and started treating it as the prerequisite for work.
The corporate world optimises calendars.
Operators optimise energy.
2. TASK MATCHING
High-cognition work gets peak hours.
Calls, admin, and email get the troughs.
No exceptions.
High-cognition work gets peak hours.
Calls, admin, and email get the troughs.
No exceptions.
January 23, 2026 at 11:02 AM
2. TASK MATCHING
High-cognition work gets peak hours.
Calls, admin, and email get the troughs.
No exceptions.
High-cognition work gets peak hours.
Calls, admin, and email get the troughs.
No exceptions.
1. ENERGY AUDITING
I tracked my output quality against time of day for two weeks.
I found my creative peaks are from 8 am until 12 noon, and from 9 pm until roughly midnight.
Everything else is administration time.
I tracked my output quality against time of day for two weeks.
I found my creative peaks are from 8 am until 12 noon, and from 9 pm until roughly midnight.
Everything else is administration time.
January 23, 2026 at 11:02 AM
1. ENERGY AUDITING
I tracked my output quality against time of day for two weeks.
I found my creative peaks are from 8 am until 12 noon, and from 9 pm until roughly midnight.
Everything else is administration time.
I tracked my output quality against time of day for two weeks.
I found my creative peaks are from 8 am until 12 noon, and from 9 pm until roughly midnight.
Everything else is administration time.
If I try to do deep creative work at 4 pm, I'm fighting my biology.
And if I take project calls during my peak creative window, I'm wasting premium fuel on economy tasks.
Three shifts that changed everything:
And if I take project calls during my peak creative window, I'm wasting premium fuel on economy tasks.
Three shifts that changed everything:
January 23, 2026 at 11:02 AM
If I try to do deep creative work at 4 pm, I'm fighting my biology.
And if I take project calls during my peak creative window, I'm wasting premium fuel on economy tasks.
Three shifts that changed everything:
And if I take project calls during my peak creative window, I'm wasting premium fuel on economy tasks.
Three shifts that changed everything:
Most people think operators are disciplined because they're tougher than everyone else.
They're not.
They're disciplined because they've removed discipline from the equation entirely.
Build the system.
Then trust it.
They're not.
They're disciplined because they've removed discipline from the equation entirely.
Build the system.
Then trust it.
January 22, 2026 at 12:02 PM
Most people think operators are disciplined because they're tougher than everyone else.
They're not.
They're disciplined because they've removed discipline from the equation entirely.
Build the system.
Then trust it.
They're not.
They're disciplined because they've removed discipline from the equation entirely.
Build the system.
Then trust it.
In my work:
- My content gets published whether I feel creative or not.
- My prospecting happens whether I'm motivated or not.
- My reviews happen whether I want to look at the numbers or not.
The system decides.
I execute.
- My content gets published whether I feel creative or not.
- My prospecting happens whether I'm motivated or not.
- My reviews happen whether I want to look at the numbers or not.
The system decides.
I execute.
January 22, 2026 at 12:02 PM
In my work:
- My content gets published whether I feel creative or not.
- My prospecting happens whether I'm motivated or not.
- My reviews happen whether I want to look at the numbers or not.
The system decides.
I execute.
- My content gets published whether I feel creative or not.
- My prospecting happens whether I'm motivated or not.
- My reviews happen whether I want to look at the numbers or not.
The system decides.
I execute.
Every decision made under stress costs you twice:
- Once in the moment.
- Once in the aftermath, when you second-guess yourself.
So, stop deciding.
Build protocols.
Standard operating procedures.
Systems that remove you from the equation when the stakes are highest.
- Once in the moment.
- Once in the aftermath, when you second-guess yourself.
So, stop deciding.
Build protocols.
Standard operating procedures.
Systems that remove you from the equation when the stakes are highest.
January 22, 2026 at 12:02 PM
Every decision made under stress costs you twice:
- Once in the moment.
- Once in the aftermath, when you second-guess yourself.
So, stop deciding.
Build protocols.
Standard operating procedures.
Systems that remove you from the equation when the stakes are highest.
- Once in the moment.
- Once in the aftermath, when you second-guess yourself.
So, stop deciding.
Build protocols.
Standard operating procedures.
Systems that remove you from the equation when the stakes are highest.
The audit isn't about shame. It's about clarity.
You can't fix what you don't measure.
And you can't build equity on rented land.
You can't fix what you don't measure.
And you can't build equity on rented land.
January 15, 2026 at 11:02 AM
The audit isn't about shame. It's about clarity.
You can't fix what you don't measure.
And you can't build equity on rented land.
You can't fix what you don't measure.
And you can't build equity on rented land.
Here's the fix: Set a minimum conversion rate. Mine is 5 email subscribers per 1,000 views.
Not hitting that? Your content isn't valuable enough to own, just interesting enough to scroll past.
Not hitting that? Your content isn't valuable enough to own, just interesting enough to scroll past.
January 15, 2026 at 11:02 AM
Here's the fix: Set a minimum conversion rate. Mine is 5 email subscribers per 1,000 views.
Not hitting that? Your content isn't valuable enough to own, just interesting enough to scroll past.
Not hitting that? Your content isn't valuable enough to own, just interesting enough to scroll past.
3: If every platform disappeared, what assets survive?
Your email list survives. Your website survives. Your followers? Vanished.
Your email list survives. Your website survives. Your followers? Vanished.
January 15, 2026 at 11:02 AM
3: If every platform disappeared, what assets survive?
Your email list survives. Your website survives. Your followers? Vanished.
Your email list survives. Your website survives. Your followers? Vanished.
2: What percentage of your followers can you contact directly?
10,000 followers, 100 email subscribers = 1% ownership. You're renting 99% of your reach.
10,000 followers, 100 email subscribers = 1% ownership. You're renting 99% of your reach.
January 15, 2026 at 11:02 AM
2: What percentage of your followers can you contact directly?
10,000 followers, 100 email subscribers = 1% ownership. You're renting 99% of your reach.
10,000 followers, 100 email subscribers = 1% ownership. You're renting 99% of your reach.
1: If this social media platform banned you tomorrow, could you still reach your audience to let them know?
If the answer is no, you don't have an audience.
If the answer is no, you don't have an audience.
January 15, 2026 at 11:02 AM
1: If this social media platform banned you tomorrow, could you still reach your audience to let them know?
If the answer is no, you don't have an audience.
If the answer is no, you don't have an audience.