Peter Freedman is the founder and Director of Thinking of Think Inc, a creative UK-based PR and guerrilla marketing agency, that works for startups and scaleups in the US and UK. He's also the author of a new book for Calm, the meditation, sleep and mental health app called "How Calm Whipped Up a Storm: How one small app won a ton of PR and buzz that helped it grow big – and how YOU can too.” Here, he discusses how his quirky work for Calm helped the app stand out in a sea of competition.

Key Takeaways:

- How quirky, irreverent messaging helped Calm "grow big"

- Peter's approach to guerilla marketing

- The important role of language in creative marketing and PR

Episode Timeline:

1:30 Peter's history of working on irreverent and quirky projects

3:45 Peter's love of language and creating unusual names for things

5:30 Calm's Sleep Stories

6:30 How Calm's irreverent approach set it apart from other meditation apps

10:10 Calm's "Baa Baa Land," an 8-hour film about sheep

13:20 Calm's bedtime stories

17:40 Peter's approach to guerilla marketing

20:20 How Peter's background in journalism gave him a unique perspective on PR

This episode’s guest:

• Peter Freedman on LInkedIn

• Get "How Calm Whipped Up a Storm" on Amazon

• Think, Inc’s website

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