Debullshified #5: (Un)intentional typos / Attribution / Opinions are like…

Hello and welcome to this week’s debullshifying session!

I need to tell you something important:

THIS IS THE 25th week of the year.

Meaning, next week is the 26th. Officially halfway through 2024.

BUT WAIT. This is not about tasks.

The reason I’m bringing it up is to ask you: how much fun have you had yet in 2024?

Because you know what? The work that must be done will be done, so can we please stop panicking about it?

The thing that gets put off, though, is fun. It’s living life. It’s laughing till you cry. It’s going “Oh, darn, it’s cold” as you dip your smoking body into the water.

I beg of you – don’t put off the fun!

MEME of the week

Author’s Note: well, well, well, looks like typos might occasionally be intentional…


IN A NUTSHELL: a fancy way to say that you give credit to one part of the process or to another. Let me simplify it.

If a person:
first finds you via a TikTok video

signs up to a free online class you are presenting

subscribes to your newsletter

5 months later ends up buying from you,

This is where you get to establish attribution.

  • If you believe it all comes down to that TikTok video, then you’re stating First Touch Attribution (also known as First Click).
  • If you believe it was the last newsletter you sent that made the person buy, you’re assigning a Last Touch Attribution.
  • If you think that each step contributed equally for the sale, then you’re assigning what’s called Linear Attribution.
  • If you think that specific steps deserve more credit than others, you’d be assigning Positional Attribution. In this case, you might say that the TikTok video did 40% of the work, the online class did 20%, and then each email did 5% (depending on how many you send).
  • If you think that the most recent communication with your lead did the majority of the work, then you’d create a Time Decay Attribution model. With this one, the newsletters will get more credit, and the TikTok video will get very little.

Why do we care about attribution, though?

Mostly because we’re obsessed with explaining everything with metrics…

On the logical side, however, attribution can help you identify where to spend your budget.

Let me explain.

→ If you choose first touch attribution and TikTok videos are where your customers come from, it makes logical sense that you’ll invest resources into creating more and better TikTok videos.

If you believe that it was the newsletter that did the trick, then obviously – focus on those.

Your attribution model can help you choose the elements of your marketing activity that you want to focus on because they produce the best results.

WARNING: Measuring everything is useful when you have a bunch of uninspired people. Inspiration and excitement, I’m afraid, live without metrics obsession, so be mindful not to spend too much time thinking about measuring everything.

The best use of your opinion,
is to have it guide your actions.

Not to command those of others.

Listen, I know that the older we get, the more opinions we have, and it’s an inevitable part of living with others to share those.

But have you wondered how many things don’t require your opinion?

I say this with the greatest kindness I possibly can: keep your opinion out of other’s way (unless, obviously, they’re causing harm).

And it’s not even because of others that I’m asking you for this. It’s because of you.

Sharing your opinion with someone suggests that:

  • You’ll be heard
  • You’re valued enough to matter
  • Your opinion will be taken into account
  • (And the worst) Things will change

You and I both know that this is almost NEVER the case.

I’m not suggesting you should never speak. But unless you know for a fact that the people you’re talking to ACTUALLY care, or unless you’re explicitly asked to share, just move on…

Swallow that hard pill, and I promise,
life and idiots gets easier to deal with.

P.S. And if you just can’t hold it in and you must speak or else you’ll burst, speak last and with the “mobbest” voice you can pull off (a.k.a. calm and authoritative). This might make them listen…

You know these moments when you want to talk to someone, but you don’t want anyone in real life to know what you’re gonna say?

Now, there’s a solution for crazy conversation. Just talk to ChatGPT.

HOW: Download the mobile app, launch a new chat, and press the headphones. Then just start talking.

Ironically, ChatGPT talks better than it writes, so the conversation might be enjoyable.


  • You can use manual controls: It’s hard for AI to understand when we’re pausing because we need to catch our thoughts, so if you need to be emotional, might want to use that so it doesn’t speak before it’s time.
  • Make a disclaimer: if you need to vent it’s a pretty good listener, but you need to make a disclaimer before you start.
  • Ask it to play a character: before you start talking you can ask it to play a specific character, such as 17 years old best friend, beer mate, crazy aunt, or anything that works for you. It makes the convo so much better.
  • Train your own GPT: this requires a subscription (£20 a month, I think), but you can train a GPT to act like a specific person and you can have multiple conversations with it.

VOTE: If you want me to show you how to train a GPT, vote here:


Apple App Store Chat GPT Download Link

Google Play Store Chat GPT Download Link

Ellie Alexander
Ellie Alexander
Articles: 4

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