Goodbye Things, on Minimalist Living by Fumio Sasaki


’55 tips to help you say goodbye to things:

  1. Discard the preconception that you can’t discard your things
  2. Discarding something takes skill
  3. When you discard something, you gain more than you lose
  4. Ask yourself why you can’t part with things
  5. Minimising is difficult, but it’s not impossible
  6. There are limits to the capacity of your brain, your energy and your time
  7. Discard something right now
  8. There isn’t a single item you’ll regret throwing away
  9. Start with things that are clearly junk
  10. Minimise anything that you have in multiples
  11. Get rid of it if you haven’t used it in a year
  12. Discard it if you have it for the sake of appearance
  13. Differentiate between things you want and things you need
  14. Take photos of items that are tough to part with
  15. It’s easier to revisit your memories when you go digital
  16. Our things are like roommates, except we pay their rent
  17. Organising it not minimising
  18. Tackle the nest (storage) before the pest (clutter)
  19. Leave ‘Unused’ space empty
  20. let go of the idea ‘someday”
  21. Say goodbye to who you used to be
  22. Discard the things you have already forgotten about
  23. Don’t get creative when you’re minimising
  24. Let go of the idea of getting your money’s worth
  25. There is no need to stock up
  26. Feeling the spark of joy will help you focus
  27. Auction services are a quick way to get rid of your possessions
  28. Use auctions to take one last look at your things
  29. Use a pick up service to get rid of your possessions
  30. Don’t get hung up on the prices you originally paid
  31. Think of stores as your personal warehouses
  32. The city is our personal floor plan
  33. Discard any possession you can’t discuss with passion
  34. If you lost it, would you but it again?
  35. If you can’t remember how many presents you’ve given, don’t worry about the presents you’ve gotten
  36. Try to imagine what the person who passed away would have wanted
  37. Discarding memorabilia is not the same as discarding memories
  38. Our biggest items trigger chain reactions
  39. Our homes aren’t museums; they don’t need collections
  40. Be social; be a borrower
  41. Rent what can be rented
  42. Social media can boost your minimising motivation
  43. What if you started from scratch
  44. Say ‘see you later’ before you say goodbye
  45. Discard anything that creates visual noise
  46. One in, one out
  47. Avoid the Concorde fallacy
  48. Be quick to admit mistakes. They help you grow.
  49. Think of buying as renting
  50. Don’t buy because it’s cheap. Don’t take because it’s free.
  51. If it’s not a ‘hell yes!’ then it’s a ‘no.’
  52. The things we really need will always find their way back to us
  53. Keep the gratitude
  54. Discarding things  can be wasteful. But the guilt that keeps you from minimising is the true waste.
  55. The things that we say goodbye to are the things we’ll remember’

’15 more tips for the next stage of your minimalist journey:

  1. Fewer things does not mean less satisfaction
  2. Find youir unique uniform
  3. We find our originality when we own less
  4. Discard it if you’ve thought about doing so five times
  5. If you’ve developed your minimalist skills, you can skip the ‘see you later’ phase
  6. A little inconvenience can make us happy
  7. Discard it even if it sparks joy
  8. Minimalism is freedom – the sooner you experience it, the better
  9. Discarding things may leave you with less, but it will never make you a lesser person
  10. Question the conventional way you’re meant to use things
  11. Don’t think. Discard!
  12. Minimalism is not a competition. Don’t boast about how little you have.  Don’t judge someone who has more than you.
  13. The desire to discard and the desire to possess are two sides of the same coin
  14. Find your own minmalism
  15. Minimalism is a method and a beginning.’








Memoirs of the Life by Benjamin Franklin

‘…though I pleaded the usefulness of the work, mine convinced me that nothing was useful which was not honest.’

‘By my rambling digressions I perceive myself to be grown old. I us’d to write more methodically.

But one does not dress for private company as for a publick (sic) ball. ‘Tis perhaps only negligence.’

‘So convenient it is to be a reasonable creature, since it enables one to find or make a reason for every thing one has a mind to do.’

‘I included under thirteen names of virtues all that at the time occur’d to me as necessary or desirable…

1. Temperance – eat not to dullness; drink not to elevation

2. Silence – speak not but what may benefit others or yourself; avoid trifling conversation

3. Order- let all your things have their places; let each part of your business have its time

4. Resolution – resolve to perform what you ought; perform without fail what you resolve

5. Frugality – make no expense but to do good to others or yourself; i.e. waste nothing

6. Industry – lose no time; always be employ’d in something useful; cut off all unnecessary actions

7. Sincerity – use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly

8. Justice – wrong none by doing injuries, or omitting the benefits that are your duty

9. Moderation – avoid extreams; forbear resenting injuries so much as they deserve

10. Cleanliness – tolerate no uncleanliness in body, cloaths, or habitation

11. Tranquility – be not disturbed at trifles, or at accidents common or unavoidable

12. Chastity – rarely use venery but for health or offspring, never to dullness, weakness, or at the injury or your own or another’s reputation

13. Humility – imitate Jesus and Socrates’

Digital Weekly Round Up – 1/6/18


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Title: GDPR mayhem: Programmatic ad buying plummets in Europe



  • Since the early hours of May 25, ad exchanges have seen European ad demand volumes plummet between 25% and 40%
  • Some U.S. publishers have halted all programmatic ads on their European sites
  • The frustration for many has been directed at Google – the day before the deadline, buyers were warned also to not buy any inventory via Google on third-party exchanges, especially those using tracking and ad-verification pixels, as Google couldn’t verify whether those partners were compliant or not
  • Google has promised that by early June it will enable personalized ad serving for publishers using the IAB’s framework, and by August, it will have integrated fully with the IAB framework so that publishers can serve personalized ads based on consent passed by a user, per vendor, or serve non-personalized ads


What this means for us specifically:

  • GDPR is a human intervention in a digital world
  • It is a reaction against middle men scraping data from the people using the web and money from publishers, giving the power back to the people
  • The largest middle man here is Google, who reacted by trying to force publishers into using their systems for GDPR compliance – which no one did
  • Subsequently, their arrogance has cost them time and revenue
  • With the tide turning against Facebook, and Google are now seeing people stand up to them, are we seeing a slight change in the political dynamics of the online advertising space? We can only hope so, viva la revolution


Title: How Much Data Is Missing from Analytics? And Other Analytics Black Holes



  • Analytics systems all work slightly differently, even when they are from the same provider. This happens in a variety of ways, with the amount of data lost in (brackets)
    • Ad blockers (10%)- Some ad blockers block web analytics platforms by default, others can be configured to do so
    • Browser “do not track” (<1%) – Most browsers now offer the option to send a “Do not track” message. Firefox seems to have the biggest impact, but is only 5% of the market
    • Filters set up in analytics (?) – filters set up in your analytics might intentionally or unintentionally reduce your reported traffic levels. For example, a filter excluding certain niche screen resolutions that you believe to be mostly bots, or internal traffic, will cause analytics to underreport slightly
    • Google Tag Manager (1-5%) on-page vs. misplaced on-page (~10%)– placing analytics tags in GTM is easy and more convenient than installing them on the page, however in tests they have been shown to underreport. If they are installed on the wrong part of the page, they will underreport significantly

What this means for us specifically:

  • Through mismanagement and misreporting, your analytics systems can be missing up to 26% of data, which is a huge discrepancy for systems that so many decisions are based on
  • In the digital world we tend to measure because we can, not because we should, and so rely on fuzzy measurements
  • The only way to make this behaviour (and decisions made on this) is to have poor, incomplete data
  • Where are you missing data? Where are you measuring when you should monitor? Where are you monitoring when you should be measuring? What do your measurements add up to?


Title: 10 years of Twitter analysis: Most liked, retweeted, followed & more



  • Crimson Hedges starting monitoring Twitter data ten years ago and have the following stats:
    • The most liked tweet came from US President Barack Obama on August 13, 2017 about racial equality. It had 4.58M likes
    • The most retweeted tweet came from Carter Wilkinson, asking for retweets to get a year’s supply of chicken nuggets. It spurred the popular hashtag #Nuggs4Carter
    • The most tweeted emoji is the ‘crying laughter face’, which is twice as popular as ‘love struck eyes’ which sits in second place
    • ‘crying laughter face’ emoji has been tweeted 12.4B times in the last decade
    • Katy Perry remains at the number one spot for most followers, with 110M
    • #LoveWins, following the marriage equality ruling in the USA in 2015, was the most popular social movement of the last decade, with a peak of 10M per week

What this means for us specifically:

  • Twitter is still a massively important cultural tool, with roughly 300m tweets per day, ranging from deranged presidents to brands to media people
  • It is also a difficult nut for brands to crack
  • For brands that are time relevant, it’s perfect – gaming & gambling clients for example
  • However for more traditional brands, it is harder to make work
  • Instead of asking how you can make the tool fit what you want to do, you need to be thinking how the tool works and how you fit around it
  • Shouting in the noise has little value, however being specific, relevant and in the moment is how to make it work – simple but very hard to nail all three at the same time


Creatives of the week


  • Channel 4 has released a poster campaign in the Asian languages of Urdu and Mirpuri to promote the second series of its drama Ackley Bridge.


Tools of Titans by Tim Ferriss

*This is a collection of interviews, so the interviewee is named before the quote

Jane McGonigal 

‘I’ve learned an important trick:To develop foresight, you need to practice hindsight.’

‘When it comes to the future, it’s better to be imaginative than right.’

‘You should never publicly criticize anyone or anything unless it is a matter of morals or ethics. Anything negative you say could a least ruin someones day, or worse, break someones heart or simply change someone from being a future ally of yours to someone who will never forget you were unfairly unkind or critical.’

Tim Ferriss 

‘In fact, this impatience in dealing with frustration is the primary reason that most people fail to achieve their goals. Unreasonable expectations, resulting in unnecessary frustration, due to perceived feeling of failure. Achieving the extraordinary is not a linear process.’

Chris Sacca

‘Experience often deeply embeds the assumptions that need to be questioned in the first place.’

Derek Sivers

‘How to thrive in an unknowable future? Choose the plan with the most options. the best plan is the one that lets toy change your plans.’

Peter Thiel

‘So I think, every day, it’s something to reflect on and think about ‘How do I become less competitive in order that I can become more successful?”

Seth Godin

‘Be a meaningful specific instead of a wandering generality.’

‘Trust and attention – these are the scare items in a post scarcity world.’

Alex Blumberg

(on how to get a good interview) ‘Cover three bases: setting (e.g., where, when who, what), emotions and details. Here are some specific phrases:

  • Tell me a bout a time when…
  • Tell me about the day[or moment in time] when
  • Tell me about the story of…
  • Tell me about the day you realised…
  • What were the steps that got you to…
  • Describe the conversation when…’

Hiroshi Mikitani 

‘The rule of 3 & 10: Everything in your company breaks when it triples in size. His hypotheses is that everything breaks at roughly these these points of 3 and 10 (multiples of three and powers of ten).’

Chris Young

‘The first thing is, on a good day, I will try to step back and say, ‘What context does this person even have, and have I provided appropriate context?’

Maria Popova

‘Often I think the paradox is that accepting the requests you receive is at the expense of the quality of the very work – the reason for these requests in the first place – and that’s why you have to protect [your time]’

Naval Ravikant

‘In any situation in life, you only have three options. You always have three options. You can change it, you can accept it, or you can leave it. What is not a good option is to sit around wishing you would change it but not changing it, wishing you would leave it but not leaving it, and not accepting it.’

These are Naval’s response to what quotes or maxims he lives his life by:

  • ‘Be present above all else
  • Desire is suffering
  • Anger is a hot coal that you hold in your hand while waiting to throw it at some one else (Buddhist saying)
  • If you cant see yourself working for someone for life, don’t work with them for a day
  • Reading (learning) is the ultimate meta-skill and can be traded for anything else
  • All the real benefits in life come from compound interest
  • Earn with your mind, not with your time
  • 99% of all effort is wasted
  • Total honesty at all times. It ‘s almost possible to be honest and positive
  • Praise specifically, criticize generally (Warren Buffet)
  • Truth is that which has predictive power
  • Watch every thought (always ask, Why am I having this thought?)
  • Love is given, not received
  • Enlightenment is the space between your thoughts (Eckhart Tolle)
  • Mathematics is the language of Nature
  • Every moment has to be complete in and of itself’



The Hard Things About Hard Things by Ben Horowitz

‘Note to self: is a good idea to ask myself, ‘what am I not doing?’

‘In any human interaction, the required amount of communication is inversely proportional to the level of trust.’

‘Spend zero time on what you could have done, and devote all your time on what you might do. Because in the end no one cares, just run your company.’