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 Subscribe and leave a 5-star review: https://pod.link/1496390646 Contact Us! •            Join the conversation by leaving a comment! •            Follow us on Facebook, Twitter, Instagram, and LinkedIn! Thanks for listening! Hosted on Acast. See acast.com/privacy for more information.