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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 \u2013 and how YOU can too.\u201d 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\u2019s guest:

\u2022 Peter Freedman on LInkedIn

\u2022 Get "How Calm Whipped Up a Storm" on Amazon

\u2022 Think, Inc\u2019s website

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