Karim Atiyeh
speaker
955 appearances
1 recordings
1 series
first heard Oct 2025
last heard 21 Oct
Karim Atiyeh’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Oct 2025 with 1.
Appearances
Why is the thing broken?
It's not that the thing doesn't work.
It's you haven't figured out how to make it work.
It's like clearly all these forms of advertising do work.
Otherwise, other good companies wouldn't be doing it.
We just need to figure out what works for us and how to make it work for us.
That was the lens that we brought to really everything.
Direct mail, paid advertising, brand advertising, all the different things in marketing, product marketing and how we launch products.
So I went into it with the attitude of we're going to fix the experimentation mechanism and the system through which we do work.
And in many ways, like apply the Elon algorithm to it.
So in a lot of parts of marketing, you need to work with the brand team to say, generate an image or an asset, whether it's for a product launch or an ad, it's like you want an image, an asset, some copy.
And you, as part of marketing, you tend to work with the brand team on those.
It's like the way it used to run before is for every single piece of content that you wanted to generate, you had to write a brief.
So you would write a brief to explain to the brand team what you're trying to do.
That brief would get reviewed by the brand team about once a week.
The brand team would decide who to assign to it based on skillset, and then you would get some output two weeks later, or maybe a week later.
So that meant that no matter what you wanted to do in marketing, if you're working with a brand team,
it would at the very least take about two weeks, which is kind of crazy.
What if you need to work on something that, I don't know, should take 10 minutes or 20 minutes?
It doesn't matter.
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