OG Tuesday Issue #301

✨ The ultimate roundup of beauty must-haves is here.

💪 Build the evidence you belong instead of waiting to feel confident.

🚫 Multitasking is making your work worse, and the research is unambiguous.

✈️ The best clothes for long flights, tested by a frequent flyer.

A few years into building The Assist, my co-founder Andy pulled up our sign-up page. It was converting at about 35 percent. That sounded fine until he pointed out the other half of the story: every person who clicked our ad and then left, was a click we had paid for and gotten nothing from.

So we did something boring on purpose. For the next six to nine months, we tested that page almost every week, changing exactly one thing at a time. Same traffic, same offer, one variable. By the end, the same page was converting at around 70 percent. We never redesigned it. Instead, we just kept asking what one small change would do, then let the data answer.

That discipline is the whole trick. Change the headline, the button, and the photo all at once, watch conversions jump, and you still have no idea which one did the work. Change them one at a time and the page teaches you something every week. Those lessons stack.

A few of the changes that actually moved the number for us:

• We deleted the navigation menu. Every extra link is one more way out.
• We added five stars ⭐⭐⭐⭐⭐, and real social proof directly under the button.
• We swapped the button copy from “Try it” to “Join free,” so the words matched what people came to do.
• We lifted the body copy straight from our best-performing ad, which was the single biggest jump of them all.

That last one points to the real lesson: congruence. When the ad promises one thing and the page says something slightly different, people leave.

We tested it by running ads aimed at directors and putting the single word “director” in the headline of a matching page. Everything else stayed the same, and conversions climbed again.

Why this is worth a few minutes of your Tuesday: if you run any kind of sign-up page, a newsletter, a waitlist, a lead magnet, a side business, doubling your conversion rate cuts your cost per new subscriber in half.

More of the traffic you already pay for turns into people on your list. A tool like Unbounce makes the testing simple, but the method matters more than the software. One change, enough visitors to trust the result, then keep what wins and test the next thing.

The best part is how little it takes. Any page will do, as long as you keep poking at it one variable at a time on repeat.

Pick one thing on your landing page and test it this week. Let it teach you.

Joanna (TA Co-Founder)

You know the project where everyone swears they sent the update, and you still can’t find it? monday.com puts the work in one view: projects, deadlines, and who owns what, all visible without a single “where did we land on this?” ping.

Set up a board in minutes and assign tasks with real due dates. Automations send the follow-up nudges, so you’re not the one chasing people down before the weekend. Running a launch, an editorial calendar, or a client account, your team works from the same source of truth instead of stale spreadsheets and buried Slack threads.

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“My biggest challenge is keeping my Executive on task in order to meet deadlines. I like to complete my work ahead of time and she likes to start working on them on the day it’s due, creating loads of anxiety in my office.” — Lori Kimble

First, Lori, the anxiety is valid and completely understandable. You and your executive are running on two different clocks. You get peace from a clear desk; she gets her best thinking from the pressure of the wire. Neither of you is wrong, which is exactly why this is so maddening.

Adam Grant has written about this: early finishers shut down the swirl by getting to “done,” while some people delay on purpose because the incubation makes their work sharper. You will not out-argue her brain, so stop trying to change when she works, and start building a system that protects your deadlines and your nervous system at the same time.

Set an internal deadline she’ll actually meet

The single most useful move is to give her an earlier internal due date than the real one. In a classic study published in Psychological Science, Dan Ariely and Klaus Wertenbroch found that people hit external deadlines better than the ones they set for themselves, especially when those deadlines were spaced out instead of dumped at the end. Translation for your desk: build in a buffer. If the board packet is due Friday at 9 a.m., her deadline is Wednesday at noon. You hold the cushion, not her.

Break the big ask into bite-size check-ins

A single scary deadline is a procrastinator’s favorite thing to avoid, so don’t hand her one. Workplace expert Lynn Taylor recommends a series of pre-deadlines: instead of “review the whole deck by Thursday,” send section one Monday, section two Tuesday, the final pass Wednesday. Smaller asks feel doable, and each one is a tiny finish line she can actually cross. Put every request in writing too, a short calm email she can resend to herself, never a “did you see this?” with an edge on it.

Pre-block the work onto her calendar

You likely control her schedule, so use that. Drop a 30-minute “review block” on the day before your internal deadline and label it like any other meeting. Labeling it that way gives the task a real home on her day. Pair it with what Taylor calls the countdown, a one-line update that states the deadline, what you need from her, and what happens if it slips. “I need 15 minutes of sign-off by Wednesday noon to make the Friday filing comfortably.” Specific beats vague every time because vague is where she finds her wiggle room.

Protect your own system from her adrenaline cycle

Her last-minute rush can hijack your body even when your own work is done. When the deadline panic isn’t yours to carry, give yourself a reset. A 2023 randomized controlled trial out of Stanford found that just five minutes a day of slow, exhale-focused breathing measurably calmed mood and arousal, more than meditation alone.

Box breathing works too: in for four, hold for four, out for four, hold for four. Do a round before you walk into her office. Her timeline doesn’t have to become your heartbeat.

You can’t reprogram how your executive works, and you don’t need to. You just need to engineer the runway so her last-minute lands on time, every time, while keeping your own calm intact. This is the job at its highest level, and you’re already most of the way there.

Your face gets the full routine: cleanser, serum, moisturizer, SPF, maybe a little gua sha if we’re feeling ambitious.

Your eyes? They’re out here raw-dogging screen time, dry office air, makeup, contacts, allergies, and back-to-back Zooms with zero support.

Peep Club’s Eye Care Essentials finally gives them one. The four-step kit cleanses lids and lashes, calms irritation, hydrates overnight, and de-puffs with a heated LED wand, all optometrist-developed and free from every known eye irritant. It’s the UK’s #1 optometrist-recommended dry-eye brand, with 500+ five-star reviews.

Think of it as skincare for the part of your face that gives away everything: bad sleep, long workdays, stress, and that “just one more episode” call.

Tired eyes deserve better than rubbing them and hoping.

👉 Start your eye care routine.

P.S. Not sure it’s for you? The whole kit is backed by a 60-day money-back guarantee, so you can try it risk-free.

📆 Free AI leadership summit on July 23. Free to attend. Registration required. RSVP here.

📚 With the new Off Campus show out, start with book one of the series.

🧺 These pant hangers instantly elevate a messy closet.

🧴 Unwash Bio-Cleansing Conditioner is the perfect sulfate-free co-wash for curly, dry hair.

 Upcoming Events

• Thurs 7/2 @ 8am PT: AI Workflow Implementation Sprint: Week 1 Live Session
• Wed 7/8 @ 9AM PT: Critical & Creative Thinking Workshop with NextArrow (SGS Only* | Join the waitlist)
• 7/9 @ 9AM PT: How to Set (and Achieve) Quarterly Goals with Clarity and Confidence
• Fri 7/10 @ 7AM PT: AI Workflow Implementation Sprint: Week 2 Live Session

* Smart Girl Society is our private community for women who want deeper conversations, accountability, and tools that actually make life easier. Join the waitlist to get in the next round.

 Work Wisdom of the Week:

“If you don’t speak up for yourself, no one else will. Showcase your accomplishments and ask for what you need to be more successful. Finding your voice is hard, but it might be the most impactful thing you can do for yourself.”

Crystal W. (Small Business Owner)

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