Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our everyday. I'm Jay Schwettleson. Let's do this, not that.

We are back for the Do This Not That podcast presented by Marigold.

And today we're talking about something that is changing in human behavior and we're seeing it in the data.

And I cannot wait to dig into this idea of funf. What? What did he just say?

Did he just like like throw up on the microphone? No, funf. The fear of not first. Listen, for the longest time, we've all focused on FOMO, the fear of missing out. We use that in all of our marketing, right?

Two days left. This thing expires here, 24 hours to go, early bird rate expiring. It's

always been about FOMO, the fear of missing out. But we've changed. What we want to now do

is we want to be the first to get the thing. We want to be the first

to get the new color of that aloe or Lulu Lemon outfit, right? We want to be the first ones to get

the new iPhone 16. We want to have the beta access to the new software that's coming out from

the Martec platform that we use. We want to be first. And

there now is this fear, this fear of not being first, which I'm calling funf, which is a ridiculous

acronym that I made up, but I like it. The fear of not first. And I have some data about the power

of font.

Okay, and we see it in everything.

It really started in consumer and then it started to bleed into B2B.

And the way it started in consumer was when certain really cool brands,

they were starting their subject line or their social posts with things like

...