Groundwork
Aviv RussBecause good messaging isn’t just a nice-to-have it’s the difference between winning hearts or losing to a meme.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 32 | Subscribers | Read | groundworkagency.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
How Gavin Newsom is Using Prop 50 to Build a National Narrative
If you haven’t voted yet, go vote. Then come back and read this. YES ON 50.
The Authenticity Paradox
There is a rule in communications worth engraving on every strategist’s eyelids. The medium is never neutral. It is not just the vessel for a message. It shapes the meaning behind it. Every platform comes with rules for what gets rewarded, ...
You’re Sitting on the Answers : Learning in Public Will Teach You the Rest
If you’re waiting on a big agency to hand you the perfect message, you might be waiting a long time and spending a lot of money for something your audience is already trying to tell you for free.
Weaponizing Duplicity: A Wedge Strategy
Trump’s base was promised clarity. No more endless wars. No more billions to Kyiv while Americans struggle. He told them Ukraine was a bad investment, that Washington elites were wasting their money on foreigners instead of fixing problems ...
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