Does Black Friday also give you the "ick"?

It’s time to wrap up November, and in all likelihood this email is going to get totally lost in your over-filled inbox this week.

But hey, maybe you can help me better understand all the hype and noise going on?

DISCLAIMER: I promise this edition is free of any special deals or pressure to “buy before it’s too late”!

In this newsletter:

• Essay: Where’s the Unsubscribe Button for Black Friday?

• Candid News: Ditch Social Media, Find Your Community

Where’s the “unsubscribe” button for Black Friday?

Let’s get real for a second: Black Friday gives me the serious "ick." 🤮 

You know the kind that makes me want to move to a new planet and start farming because that might cleanse the consumerist tar from my soul (shout-out to Stardew Valley for being my escape).

I must be the worst marketer in the world because I’ve never participated in Black Friday —and probably never will.

Why? Because it just doesn’t sit right. It feels manipulative, overwhelming, and a little gross, to be honest. You know that Netflix documentary about big brands and manipulative marketing? Yeah, watch “Buy Now! The Shopping Conspiracy” to see what I’m talking about.

As a consumer, I can’t help feeling like I’ve been overpaying for everything else just to get a "deal" now. I’ve felt the false urgency, the pressure to grab something "special" before it’s too late, the endless carousel of "consume, consume, CONSUME!" And as someone who’s happily neurodivergent, it’s just too much.

And as a business owner? Oof, it’s complicated. 🙈

I want to market ethically, charge what I’m worth, and not give in to the pressure to slash my prices just to compete with massive corporations.

Honestly, I already set my rates to be fair and accessible—cutting them further would make it hard to keep the lights on. Plus, there’s a part of me that wonders what my responsibility is to you, my clients and community.

Shouldn’t I be driving more mindful consumption, instead of getting caught up in the noise?

So, here’s my stand: No Black Friday deals from me. The "ick" is just too real. But instead, I'm doubling down on a few things I can actually get behind:

• No specials, no slashed prices. My prices are already as fair as I can make them, and anything lower just wouldn’t be sustainable.

• Sharing anti-consumerist content from other businesses that also get the "ick."

• Promoting small businesses I support and love within my network. They’re doing amazing work that’s worth full price—no discounts needed.

If you’re reading this and you’d like me to share the news about your small business, drop me a reply with what you’re promoting at the moment and I’ll share it as part of my “Support Small Business” promotion efforts on Friday. Let's support each other without the FOMO or scaly marketing tactics. 😉

And hey—if you’re feeling Black-ed Out like me, let’s hear it! Hit a reply and share your thoughts or suggestions for ethical ways to navigate this season.

Candid News:

Need an alternative to social media to build a brand and grow your business?

Next week, we’re kicking off something special—the Community Catalyst for Growth challenge. ✨ 

This is all about teaching you how to tap into the ecosystems around your business instead of yelling into the LinkedIn or social media void. Let me tell you, those platforms have their place, but they’re not where the magic always happens.

Take my story, for instance: Back in 2022, I spoke at DevConf—my first ever conference! (By the way you can apply to speak in 2025 too if you like.)

Since then, I’ve worked with five amazing people who I met at the event (and counting 😉). They’ve become clients, collaborators, and fans. And they’ve given me some of the most rewarding and enjoyable projects I’ve had to date!

That’s why I always choose community to spread the word about my work—it’s where you have actual ownership and where true relationships form, rather than shouting into platforms which just encourage over-production (from us) and over-consumption (from our audiences). All without any control or ownership over what we share…

If you want to learn how to do this too — to stop relying on whatever algorithm feels like serving up your content and start making actual connections — join us next week FOR FREE!

(See, I told you there’d be no specials or sales in this newsletter 😉)

Let’s use 2025 to grow through collaboration and real connection — rather than pay-to-play tactics that really only benefit the big okes!

Until next my next rant,

Cands ✌️😆