Monthly Muse: January 2024

Nathaniel Bastin
2 min readJan 31, 2024

Welcome one and all to the end of the start of a brand new year.

And thank you once again for being a follower of mine.

Let’s pick up where we left off. Here’s January’s Monthly Muse.

A book I’m currently reading

“Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising” by Luke Sullivan

Description: Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.

A brand/marketing lesson I’ve learned

Inverting a question (within a creative brief) to explore its opposite can be a remarkably effective technique for stimulating…



Nathaniel Bastin

Full Stack Brand Builder | Published in “The Startup”, “Better Marketing” & “Entrepreneur’s Handbook” |