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Daily Brief: June 22

A woman prepares to lift a barbell, with the words "Two-Brain Business Daily Brief" as a caption.

Daily Update

Social media is an amplifier. Its purpose is to take your message and put it in front of a larger audience.

But right now, that audience is running on emotion. Everyone in the audience is tired and impatient. People are stressed out. Your message will likely be taken out of context, and no one will stop to ask, “What did they really mean by that?” We’re all just reacting.

In the past 24 hours alone, I’ve been sent angry messages claiming that I’m pushing people to deaffiliate and messages accusing me of “scaring people out of deaffiliating.” I’m not doing either of those things, and that’s my point. Even an honest attempt to help can sometimes anger people.

You know you have to say something—but what?

When CrossFit Inc. downsized its media team in early 2019, we snapped up Mike Warkentin (HQ’s former managing editor). Now he builds resources and media for gyms under the Two-Brain Business banner. You’ve probably downloaded some of his work and used it to grow your gym for free. I’ve been leaning heavily on Mike during the Covid Crisis, the Black Lives Matter protests and now the CrossFit Inc. fallout. This is the time when we all need professional help, so I asked him to help you, too.

Daily Lesson


Read: “Times of Turmoil: Social Media Tips for Business Owners”

Daily Directive


Find an objective editor.

While I want you to publish more and always write from the heart, this is the time to bring in an objective eye. Call your English teacher from college, ask a teacher at your gym for help, hire a pro or find someone outside your circle to read your blogs before you post.

Find someone who isn’t afraid to disagree with you. Creating an echo chamber will just make things worse.

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