Cool Shit Budget

A strategy for maintaining creativity and brand authenticity by intentionally allocating budget for projects without immediate measurable returns.

Core Concept

• Set aside 15% of total budget specifically for "cool shit"
• Key rule: Projects cannot have measurable immediate payoff
• Purpose: Keep business leaders engaged and maintain brand authenticity

Benefits

• Keeps leadership engaged and excited about their own business
• Builds brand equity through unique, memorable actions
• Creates cultural moments that customers remember
• Prevents cutting creative projects during tight budget times
• Maintains company culture and innovation during growth

Examples of "Cool Shit" Projects

• The Hustle's creative email campaigns
  • Writing entire email in Trump's voice
  • Johnny Cash middle finger productivity tip
  • Publishing internal Slack conversations about mistakes
• Milk Road's mock Apple commercial
• Black Rifle Coffee's approach
  • Sponsoring rally race cars
  • Creating content around extreme sports
  • Focusing on lifestyle brand over pure coffee sales

Implementation Tips

• Separate budget completely from regular operating expenses
• Don't try to justify ROI - that defeats the purpose
• Focus on projects that show brand personality
• Look for opportunities to be memorable, even if controversial
• Choose projects that you personally find amusing or engaging
• Consider it an investment in long-term brand building
• Accept that some projects might "fail" or get negative feedback

Cultural Impact

• Positions brand as authentic and willing to take risks
• Shows customers you're not just focused on sales
• Creates talking points and memorable moments
• Builds "cool kid" status in industry
• Differentiates from competitors who only focus on metrics