New hiring meta just dropped

Darren Lee, founder of Voics and Aura, posted what might be the most honest (and funniest) job ad I’ve seen in a good while.

"Additional job spec: You've personally grown an account to 100,000 followers. You've never read a business book in your life. You truly believe B2B stands for a back to back DJ set."

And for a "crackhead marketer" position: "You must be addicted to TikTok and Instagram, have the attention span of a potato and never worked a corporate job in your life. You grew up watching TikTok videos at the dinner table, your parents hated you for it, max age 23 years old."

This is either brilliant satire or the most accurate job description of 2025.

Probably both.

Traditional hiring looks for "5+ years experience in digital marketing" and "proven track record in B2B campaigns."

Darren's looking for people who think in memes, speak in brain rot, and understand attention at a cellular level.

Someone who "grew up watching TikTok videos at the dinner table" represents the first generation to have their social development entirely mediated by algorithmic content curation.

Their understanding of what triggers engagement is almost intuitive, developed through 1000s of hours of unconscious behavioural conditioning.

I mean who’s more likely to crack the code on reaching Gen Z consumers?

The person who's studied customer personas, or the person who IS the customer persona?

I like to think we’re watching the entertainment-ification of everything in real time.

Including how we think about skills, talent, and what actually matters in business.

The old rules said: get educated, gain experience, climb the ladder.

The new rules say: understand culture, create connection, make people feel something.

Darren’s recognising everything is entertainment, and the people who intuitively understand entertainment psychology might be more valuable than the people who understand traditional marketing theory.

This connects to something much bigger that I've been researching.

How entertainment became the universal language of culture.

Why businesses that don't understand this shift are about to get demolished.

What happens when the entire foundation of human attention gets rewired in less than a decade.

It's the kind of cultural analysis that requires more than 500 words to explain properly.

Which brings me neatly back to what I announced on Thursday.

‘Think Like A Creator: Essays’

If you choose to upgrade - every Sunday I’ll send you 1,500+ word deep dives that will help you see patterns before they become obvious to everyone else.

First essay will be titled:

"The Entertainment of Everything" - how culture became entirely entertainment-driven.

These aren't quick skim reads.

I want you to sit with these for 10 minutes and really digest them, and of course - form your own nuanced opinions off the back of them.

Which is why they’re behind a paywall, I need you to have a little skin in the game so when it hits your inbox - you pay attention.

£2/week for the Sunday essays.

Monday, Thursday, Saturday stay free.

If you see Darren's job ad and knows it represent something far bigger than quirky hiring, how entertainment psychology determines business success more than the traditional metrics, or what happens when the entire foundation of human communication shifts…

Then you’re probably the type of person who wants to understand the deeper forces shaping culture right now.

I’m still collating feedback to make sure I launch this at its best but I’ll be opening up opportunities to upgrade very soon - so keep an eye out!

Remember, the creator mindset is all you need to grow 🌱

P.S.

We've moved from a world where institutional knowledge provided competitive advantage, to one where cultural intuition and attention psychology determine market success.

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